Positive and negative stereotypes: An over-generalized belief about a particular category of people. This can be positive beliefs or negative beliefs.

Counter-types: Opposing a positive or negative 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. … In this way, one form of selective representation is used to try to combat another.

Dominant ideology: The primary or main opinion of a group of people, race, religion, nation or gender.

Constructed reality: An imagined or over exaggerated version of something true or of a fantasy created by others e.g media sources

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:  by living in a specific relationship with others in daily life. Furthermore, such fluid identity has the potential to change in many directions.

Constructed identity: Social and cultural identity is inextricably linked to issues of power, value systems, and ideology.

Negotiated identity:  An individual’s multifaceted identities of cultural, ethnic, religious, social class, gender, sexual orientation, professional, family/relational role, and personal image(s) based on self-reflection and other-categorization social construction processes. 

Collective identity: A person’s sense of belonging to a group. The identity of the group, or the ‘collective,’ becomes a part of the person’s individual identity.