Positive and negative stereotypes – positive stereotypes represent a “positive” evaluation of a group that typically signals an advantage over another 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 or offence 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 – a way to describe people or ideas that become—and seek to remain—dominant in society

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

David Gauntlett:

Fluidity of identity – the idea that identity is not fixed and can change depending on life and surroundings

Constructed identity – the shaping of a persons values influenced by cultural systems and individual actions

Negotiated identity – changing someone’s beliefs and identity by the use of cultural beliefs and the mass media

Collective identity – the shared sense of belonging to a group