Positive and negative stereotypes – traits and characteristics that relate to a typical type of person that are generally either negative or positive.
Counter-types – This is a representation that is the opposite of a stereotypical associations of groups, people or places.
Misrepresentation – giving a false or misleading account of the nature of something
Selective representation – the ways in which the media portrays particular groups, communities or topics from a particular ideological perspective.
Dominant ideology – the term dominant ideology denotes the attitudes, beliefs, values, and morals shared by the majority of the people in society.
Constructed reality – the argument that society is created by humans and human interaction, which they call habitualization.
Hegemony – leadership or dominance, especially by one 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 – an identity that is constantly changing or is constantly evolving
Constructed identity – where an identity has been structured by interactions with family or friends, organisations, institutions, media and other connections we make in our everyday life.
Negotiated identity – where people reach agreements on “who is who” in their relationships.
Collective identity – is the shared sense of belonging to a group.
