Male gaze – The male gaze is an objectification of and towards women.
Voyeurism – an interest in observing people while they are undressed, naked or engaged in sexual activities.
Patriarchy – A society in which men hold the dominancy and women are excluded from this power.
Positive and negative stereotypes – When a group of people are widely fixed to a particular idea of a person or thing and receive negative or positive feedback.
Counter-types – An opposite view to a stereotype.
Misrepresentation– Giving misleading information/fact made by a party to affect other party’s.
Selective representation– Only showing parts of some events or conflicts.
Dominant ideology – This is the ideas, attitudes, values, beliefs and culture of the dominant/ruling society.
Constructed reality-A way of advertising that allows media to be seen as a reality.
Hegemony – The leadership or dominance by a state or social group.
Audience positioning – The techniques used to apply the understanding of the ideology of the text to the audience.
Fluidity of identity – The ability to change how to see/view the world, yourself and actions.
Constructed identity – An identity formed by personal and others perceptions interests.
Negotiated identity – Agreements/discussion on a persons identity with another persons.
Collective identity – An identification which is shared between groups and individuals.
