• Positive stereotypes– Positive stereotypes are traits and characteristics that are favorable.

negative stereotypes– Negative stereotypes are traits and characteristics that are unfavorable.

• Counter-types- When a producer tries to break stereotypes. For example changing the main signifier.

• Misrepresentation– the action or offence of giving a false or misleading account of the nature of something

• Selective representation– When a group of people are more represented than others, this is used to push forward the idea.

• Dominant ideology– dominant ideology denotes the attitudes, beliefs, values, and morals shared by the majority of the people in a given society.

• Constructed reality– The belief that we act and behave in a certain due to the influence media has on us.

• Hegemony– media hegemony means the dominance of certain aspects of life. The dominance a group has over other groups.

• Audience positioning–

Positive and negative stereotypes: Positive stereotypes are when a certain type of person is portrayed positively for example women are warm and caring whereas a negative stereotype is more negative and disrespectful like women can’t drive.

Counter-types: This is when a stereotype normally negative is opposed and contrasted against in normally a more positive sense, like the game Tomb Raider whose main character Lara Croft is portrayed as strong and independent where as women are normally portrayed as weak and reliant on a man.

Misrepresentation: It is when you give fake or misleading information that could have a negative impact on a certain state or action.

Selective representation: Is when a certain person or group is purposely represented and focused more on than others.

Dominant ideology: Is the communal and more dominant beliefs, value, morals and ideas of a group.

Constructed reality: Is argued by sociologists that it is what they call habitualization, which is a society created by humans and their interactions.

Hegemony: A certain type of dominance or authority figure in certain area in life, for example the manager of the office is the authority figure, the boss.

Audience positioning: Is the way the creator has controlled and manipulated how the audience perceive’s and understands the ideology of the media in a certain way.

Positive and negative stereotypes : A stereotype is the general way people expect things to be, specific beliefs on looks, personality, behavior , good or bad. E.g blondes are stupid.

Counter- types : This is when the opposite of a stereotype occurs. E.g stereotype= woman needs rescuing Counter- type = woman is the hero

Misrepresentation : to give false or misleading representation with intent to deceive. E.g A really skinny model advertises weight loss tea and makes you believe drinking it will make you look like her but in reality she is edited.

Selective representation : Choosing to only show certain parts of an image or issue. E.g war info, only see what the opposition has done to make you dislike them but not show the bad things your country has done so they seem heroic and good.

Dominant ideology : It agrees with what we believe should be in place or happening or agreeing with certain stereotypes. E.g a hero should be a handsome kind man saving the day.

Constructed reality : The way we present ourselves or things to the world in a way we want those things to be seen either because that’s what we think we should be or look like or because we’ve been influenced by other factors. E.g what we post on Instagram creating our social identity we post what we want to be seen as.

Hegemony : the dominance or authority of certain aspects in life E.g student government leadership in a school.

Audience positioning : the techniques used by the creator to control how the audience sees and understands the ideology of the media form presented.

Fluidity of identity : our identity is fluid and distinctively our own and is shaped by our culture, race, how we were raised and educated etc and can change all the time

Constructed identity : forming of a person by the way a certain society feels and the culture they believe in. E.g a christian mother will stay at home and look after her children and always take them to church on a Sunday.

Negotiated identity : changing someones beliefs and identity by the use of cultural beliefs and the mass media. E.g someone who thinks they like apples watches lots of TV about apples and now they love apples.

Fluidity of identity: The flexibility of the gender spectrum.

Constructed identity: How we learn about our own identity through interactions with others.

Collective identity : a persons feeling of belonging within a certain community or group. E.g a football player feeling like they’re part of their team and feeling valued within that team.

Positive stereotype – A positive stereotype represents a “positive” evaluation of a social group.

Negative stereotype – A negative belief held against a social group.

Counter-types – a positive stereotype and emphasizes the positive features about a person. Used to break and go against the current stereotype.

Misrepresentation – the action of giving a false or misleading account of the nature of something.

Selective representation – when some groups of people are represented more in government than others.

Dominant ideology – attitudes, beliefs, values, and morals shared by the majority of the people in a given society

Constructed reality –the theory that the way we present ourselves to other people is shaped partly by our interactions with others, as well as by our life experiences.

Hegemony – leadership or dominance, especially by one state or social group over others.

Audience positioning – the techniques used by the creator of a text to try to get the audience to understand the ideology of the text

Fluidity of identity – Identity is not fixed to a person, it can be changed or altered.

Constructed identity –

Negotiated identity – the processes through which people reach agreements regarding “who is who” in their relationships

Collective identity – the shared sense of belonging to a group

• POSITIVE STEREOTYPES – A well known belief held against a specific group that is favorable.
• NEGATIVE STEREOTYPES – An assumption of a group that reflects negatively upon them.
• Counter-types – A sign which challenges the regulations and expectations of society.
• Misrepresentation – Giving a false or misleading account of the nature of something.
• Selective representation – When certain groups are chosen to be more represented than others.
• Dominant ideology – Values, attitudes and beliefs shared among groups, individuals and societies.
• Constructed reality – the way we present ourselves to other people is shaped partly by our interactions with others, as well as by our life experiences
• Hegemony – leadership or dominance, especially by one state or social group over others.
• Audience positioning – the techniques used by the creator of a text to try to get the audience to understand the ideology of the text.
• Fluidity of identity – Identity is not biological and is not fixed.
• Constructed identity – Any attempt to create or enhance views about oneself.
• Negotiated identity – Chosen identity, decide for your self.
• Collective identity – Join with other people to create a group and a ‘collective identity’ eg. Fandom
  

•

Positive and negative stereotypes – a widely held but fixed image or idea of a particular type of person or thing.
Counter-types – a positive stereotype and emphasizes the positive features about a person.
Misrepresentation – the action or offence of giving a false or misleading account of the nature of something.
Selective representation -selective representation is when some groups of people are represented more in government than others.
Dominant ideology – denotes the attitudes, beliefs, values, and morals shared by the majority of the people in a given society.
Constructed reality – the way we present ourselves to other people based on past experiences and how we see ourselves
Hegemony – leadership or dominance, especially by one state or social group over others.
Audience positioning – the techniques used by the creator of a text to try to get the audience to understand the ideology of the text.

Fluidity of identity – identity can be changed and is not fixed to a person
Constructed identity –
Negotiated identity – the way in which people reach certain agreements
Collective identity – a sense of belonging to a group or community

Positive and negative stereotypes– Positive Stereotypes are subjectively favourable beliefs about a group while negative stereotypes are subjectively unfavourable beliefs held about a group. 

Counter-types– When a producer tries to break stereotypes. For example changing the main signifier

Misrepresentation– When a certain group is presented in the wrong way

Selective representation -This when one group of people or things are represented more than others in order to get a message across and put an idea into peoples heads

Dominant ideology– The main idea/concept that is most widely believed by a large amount of people

Constructed reality– This is the idea that we present ourselves to others in certain ways because of the media and what we are exposed to from that

Hegemony– This is the leadership or dominance by one group over others

Audience positioning– Media places audiences in a position in the media form/text and makes them accept the dominant meaning

positive and negative stereotypes: preconceived notions of a person or thing, not necessarily based on fact – these can be either positive (e.g. English people are polite) or negative (e.g. Germans have no sense of humour).

counter-types: a representation of a person or thing that challenges dominant stereotypes about that person or thing.

misrepresentation: a false or misleading representation of someone or something.

selective representation: when a producer chooses to represent one or several aspect(s) of something over and above all others.

dominant ideology: the social, cultural and political framework shared by most people in a given society, informing their values, attitudes and beliefs.

constructed reality: the ‘reality’ constructed by humans through the process of social interaction – e.g. a school is a school because society as a whole agrees that it is a school

hegemony: the ideological domination of society by the ruling class within that society, serving to justify the political and social status quo.

audience positioning: the techniques used by the creator of a text to try to get the audience to understand the ideology of the text and accept the intended reading of said text.