Male gaze – The male gaze is an objectification of and towards women by men.
Voyeurism – An interest in observing people while they are engaging in sexual activities such as getting undressed or naked.
Patriarchy – A society in which men are in charge and women are excluded from the 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 from said stereotype.
Counter-types – An opposite view to a stereotype.
Misrepresentation – Giving misleading information and/or facts made by a party to affect others.
Selective representation – Only showing parts of some events or conflicts, usually for ones benefit.
Dominant ideology – This is the ideas, attitudes, values, beliefs and culture of the dominant/ruling society (the majority).
Constructed reality -A way of advertising that allows media to be seen as a reality, a false 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 – The development of ideas and beliefs for ones self, a manufactured perception.
Negotiated identity – Agreements, discussion and a negotiation of a persons identity with another persons.
Collective identity – The idea of an identification which is shared between groups and individuals.
