• Positive and negative stereotypes

a negative or positive impression of a group of people that is perceived as the dominant ideology by the majority. These can be harmful or good

• Counter-types

a generalization about a group of people which is very positive and sometimes oversimplifying

• Misrepresentation

a false representation of a group by the media. This usually has harmful stereotypes

• Selective representation

the process of representation bias- representing one group more than another

• Dominant ideology

a popular belief or myth upheld by the majority and media

• Constructed reality

the beliefs and actions of ourselves shaped by our reality and life experiences

• Hegemony

dominance over one group by another

• Audience positioning

techniques used by the creator in order for the audience to understand the ideology of the text