Active audience: Not just receiving info but actively being involved.

Passive audience: Merely observing television.

Positive stereotypes: A subjectively favorable belief held by society.

Negative stereotypes: Widely held belief about an individual or group which displays them in a poor light and is normally entirely unrepresentative of the situation.

Counter types: positive stereotype and emphasizes the positive features about a person.

Misinterpretation: the action of interpreting something wrongly,misleading account of something.

Selective representation: Selective representation is when groups of people are represented more in government than others.

Dominant Ideology: Denotes the attitudes, beliefs,values and morals shared by the majority of people in a given society.

Constructed Reality: Manufactured reality of environments eg, Made in Chelsea.

Hegemony: Leadership or dominance, especially by one state or social group over others.

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. This could mean that the audience is being convinced to identify with a character or buy a product.

Constructed identity: Shaping values and beliefs influenced by cultural systems and individual actions.

Negotiated identity: Process which reaches agreements of “who is who” in relationships and friendships.