Positive and negative stereotypes = a positive stereotype refers to a subjectively favourable belief held about a social group. However, negative stereotypes could be considered as the cognitive component of prejudice, which is defined as a general negative evaluation of a social group. Negative stereotypes are also related to discrimination, that is, to negative behaviours directed toward individuals because of their group membership.

Counter-types = they are positive stereotypes which emphasises the positive features about a person.

Misrepresentation = when you give a false and inaccurate representation of something, creating a misleading account of the nature of someone. For example, Pitbulls are represented as being very vicious, when in reality they are quite loving house dogs if you give them the correct training.

Selective representation = this is when some groups of people are represented more in the government than other groups of people.

Constructed reality = The term social construction of reality refers to 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.

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

Hegemony = it is a way to describe people or ideas that become and seek to remain dominant in the dominant ideology.

Audience Positioning = it is a technique used by the author of the text, which gets the audience to understand the ideology of a text.

David Gauntlet – Identity Terms

Fluidity of identity = Fluidity of Identity has the ability to change in many directions. For example, if a man on weekdays wore suits and masculine clothes (the apparel stereotype of males) , however on weekends, they decided to wear make-up, dresses and heels (the apparel stereotype of females).

Constructed Identity = this is when you shape a person’s beliefs, values or morals by individual actions.

Negotiated Identity = this is when people contemplate “who is who” with their identity. When the identity has been determined, people have to be respectful and agree to the identities people have taken. This means not making assumptions of gender.

Collective Identity = it is the shared identity of the group and its members.