• negative stereotypes- Negative stereotypes are traits and characteristics, negatively valenced and attributed to a social group and to its individual members. Positive – positive stereotype refers to a subjectively favourable belief held about a social group
• Counter-types- The definition of a countertype is a positive stereotype and emphasizes the positive features about a person. An example of a countertype is that all religious people are kind. Misrepresentation
• Selective representation- selective representation is 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 term dominant ideologydenotes the attitudes, beliefs, values, and morals shared by the majority of the people in a given societyConstructed reality
• Hegemony- Leadership or dominance, especially by one state or social group over others.
• Audience positioning-
• Audience positioning refers to 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- Your identity is multifaceted and distinctly our own. It is a function of where we’ve come from, our vertical identity: our parents, race, gender, age, socioeconomic status and so on.
• Constructed identity-Any attempt to create, maintain or enhance views about oneself.
• Negotiated identity-Identity negotiation refers to the processes through which people reach agreements regarding “who is who” in their relationships. 
• Collective identity-Collective identity is the shared sense of belonging to a group.

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