• Positive and negative stereotypes – positive stereotypes have good connotations and good messages whereas negative stereotypes have bad connotations and messages
• Counter-types – a positive stereotype that emphasizes the good/ positive features of a person
• Misrepresentation – giving a false representation of the nature of something
• Selective representation – the way a specific group is represented more than another
• Dominant ideology – the dominant/ main idea of a society, beliefs, morals etc shared by the majority of a society
• Constructed reality – the way we present ourselves to other people is shaped by our interactions with others, as well as by our life experiences.
• Hegemony – leadership / dominance by one social group over others
• Audience positioning – techniques used by the producer of a media product to get the audience to understand the ideology of the text

• Fluidity of identity – our identity is fluid and distinctively our own and is shaped by our culture, race, how we were raised and educated etc and can change all the time

• Constructed identity – the shaping of a persons values influenced by cultural systems and individual actions

• Negotiated identity

• Collective identity

• Positive and negative stereotypes– an fixed idea of a specific group of people which has negative or positive connotations.
• Counter-types– opposite to stereotypes/ dominant ideology.
• Misrepresentation– incorrect information representing a figure.
• Selective representation– selective people/groups represented in main media
• Dominant ideology– beliefs that support popular theories and ideas.
• Constructed reality– a reality which is made by the mass media and society.
• Hegemony– the leadership from a group over another group of people.
• Audience positioning– what the creator of the media wants the audience to feel about that piece of media.

• Fluidity of identity– identity is malleable and able to be changed
• Constructed identity– forming of a persons identity by the cultural beliefs in society.
• Negotiated identity– changing someones identity by the use of cultural beliefs and mass media.
• Collective identity– an identity of a group which influences someones personal identity.

Positive and negative stereotypes: Positive stereotypes are stereotypes which present a good message about what the stereotype is. For example a positive stereotype could be “Woman are kind and caring”. Negative stereotypes are stereotypes which present a bad message about what the stereotype is. For example a negative stereotype could be “teenagers are grumpy and lazy”.

Counter types: A counter type is like an assumption. It can be about a group of people, for example it could be “all French people eat baguettes”.

Misrepresentation: Misrepresentation is when someone or something is not represented how they want to be seen. For example Iceland may want to be represented as affordable and family friendly, however some people may see it as cheap and bad quality.

Selective Representation:

Positive and negative stereotypes: A positive or negative image or idea about a person usually depending on their race, age, sexuality etc

Counter-types: An opposite type of someone or something.

Misrepresentation: A figure or something that is given false representation about or represented incorrectly.

Selective representation:  Is when a certain person or group is purposely represented and focused more on than others.

Dominant ideology: Attitudes and beliefs which society holds to be true or important

Constructed reality: The theory that the way we present ourselves to other people is shaped partly by our interactions with others, as well as by our life experiences.

Hegemony: Dominance of certain aspects of life

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: Though identity has roots in gender and family but it is overall formed by interactions and can change at any point in your life

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: The social and cultural groups that one claims they are part of or act with.

Positive and negative stereotypes= a stereotype is a fixed image and idea over a person or thing based on appearance, nationally and other aspects of the person. A positive has good connotations and a negative has bad connotations.

Counter-types= like a positive stereotype, a counter-type emphasizes the positive aspects of a person.

Misrepresentation= When something or someone is given a representation or label that is incorrect. Also a false view on something.

Selective representation= the way a specific group is represented more than another.

Dominant ideology= the main idea behind a media form. It denotes the attitudes, beliefs and values shared by society.

Constructed reality= the reality and the way humans behave due to the media.

Hegemony= the dominance and authority of one sociolect group over another.

Audience positioning= the techniques used by the creator to control how the audience sees and understands the ideology of the media form presented.

Fluidity of identity= an identity that can be changed so its not fixed to a person.

Constructed identity= when an identity has been constructed by the media and society.

Negotiated identity= the agreement of people when they agree who is who in their relationships.

Collective identity= the identify of a group all together.

Positive and negative stereotypes – Stereotypes are things we associate with people or things and is an image that we create for these people or things; such as a male being strong and a female more weak and not so ‘out’ there. Stereotypes can be good or bad. Positive shows something good about people and negative shows something bad about people or a person.

Counter-types – Often a stereotypical character that acts against the dominant ideology of a stereotype .

Misrepresentation – Something that misrepresents an idea, situation, opinion or fact often given by a person and is presented in the wrong way.

Selective representation – When some groups of people can be/are represented in more than one way and are represented more than other groups.

Dominant ideology – The main idea or concept that is most widely believed by a large amount of people. it’s a world view that is believed by an individual, group or society that is considered to be true or important.

Constructed reality – This is where media presents things in a way that you believe is normal and the right way to be.

Hegemony – This is a way to describe people or ideas that become and seek to remain dominant in society. Leadership or dominance of a particular group over others.

Audience Positioning – This is an audience that doesn’t actively engage with a text and media places audiences in a position in the media form or text and makes them accept the dominant meaning more.

Stereotypes: A fixed belief held by many people that oversimplifies a person

Counter-types: Also known as a positive stereotype it is where the good qualities are oversimplified in someone

Misrepresentation: Giving incorrect information on the nature of something

 Selective representation: When one group is represented more than others

Dominant ideology: Is the ideas and beliefs shared by the majority. With the phrase “the dominant ideology is the ideology of the dominant class.

Constructed reality: As people the way we display our selves is molded by our life experiences and interactions with other people.

Ownership of an area by one specific state or power

Audience positioning: Techniques used to get the audience to understand the ideology of the piece

Fluidity of identity: Though identity has roots in gender and family but it is overall formed by interactions and can change at any point in your life

Constructed identity: The creation or forming of ones beliefs, attitude and ideas by cultural systems and the persons actions

Negotiated identity: The action of changing or altering of ones identity by cultural systems and personal actions

Collective identity: The social and cultural groups that one claims they are part of or act with.

• Positive and negative stereotypes

a negative or positive impression of a group of people that is perceived as the dominant ideology by the majority. These can be harmful or good

• Counter-types

a generalization about a group of people which is very positive and sometimes oversimplifying

• Misrepresentation

a false representation of a group by the media. This usually has harmful stereotypes

• Selective representation

the process of representation bias- representing one group more than another

• Dominant ideology

a popular belief or myth upheld by the majority and media

• Constructed reality

the beliefs and actions of ourselves shaped by our reality and life experiences

• Hegemony

dominance over one group by another

• Audience positioning

techniques used by the creator in order for the audience to understand the ideology of the text

Positive and negative stereotypes: a stereotype is a widely held but fixed and oversimplified image or idea of a particular type of person or thing. A positive stereotype represents a positive view of a group but a negative which represents the opposite
• Counter-types: positive stereotypes
• Misrepresentation: the action of give a false account or interpretation of something
• Selective representation: when some groups are represented more than others in media
• Dominant ideology: The beliefs and attitudes shared by the majority of people
• Constructed reality: The society and beliefs created my human interaction
• Hegemony: Leadership of one group over another
• Audience positioning: How the producer of the media wants the audience to feel after watching/reading/hearing their media