-Semiotics, signifier, codes and conventions.

-Positive and negative stereotypes/ reactionary and radical.

-Manufacturing consent, mass media filters e.g. we are the product of advertisement.

-Dominant ideologies – stereotypes.

-Identity through negotiation, constructed. Fluidity of identity.

-Audience position, misrepresentation links to representation.

-Key feminist thinking- Laura Mulvey the mail guys.

the school of life’s video “how to be be a man” presents the cool man and the warm man, this links to gauntlets notion that identity is fluid and negotiated. Although this isn’t a theory we can can see example of the cool man and the warm man in Men’s health

for instance: