Positive and Negative Stereotypes: Stereotypes are widely held assumptions about a group of people or a person which are not necessarily true and are usually exaggerations of the truth. Positive Stereotypes are subjectively favourable beliefs about a group while negative stereotypes are subjectively unfavourable beliefs held about a group.
Counter-types: These are positive stereotypes that emphasise the positive features about a person.
Misrepresentation: Giving something a false or misleading representation of something else.
Selective representation: When one group is represented more than other groups – usually used to push an agenda or idea.
Dominant Ideology: The most widely accepted set of beliefs in a society.
Fluidity of Identity: The idea that Identity and the representation of identity is not set in stone and can change.
Constructed Identity: The identity presented by media.
Negotiated Identity: Identity that is represented through negotiation.
Collective Identity: The identity held by the majority of people in a society.
Constructed reality: The idea that we act in a certain way because media influences us to.
Hegemony: The Leadership or dominance of a certain group over other groups.
Audience positioning: The way texts are constructed to place audiences in a particular position in relation to the text.
