Male gaze – Looking at things through the eyes of a straight male, which can lead to sexualising and objectifying women.

Voyeurism – Gaining sexual pleasure from watching others when they are naked or engaged in sexual activity.

Patriarchy – The belief that males are superior: a society dominated by men.

Positive and negative stereotypes – The positive, socially accepted and negative, frowned upon aspects of different stereotypes. Positive examples could be men being good at sport and women being caring, whereas negative examples could be most Muslims being thought of as terrorists when in fact that is absolutely not the case.

Counter-types – An idea that challenges a traditional stereotype, for example a princess saving a prince.

Misrepresentation – False claims or ideas about how certain people of things that are not made by the people themselves. This can give others the wrong impressions and ideas about people.

Selective representation – When certain groups or types of people are selected to feature in important positions more than others, for example when women weren’t allowed to vote at certain points in history.

Dominant ideology – Ideas, beliefs and opinions shared by the majority of people in society.

Constructed reality – When people interacting in society create mental beliefs about each other, and these concepts become somewhat reality out of habit.

Hegemony – Dominance or leadership of one specific group of people over others.

Audience positioning – How a designated audience might react to certain ideas, values or concepts.

David Gauntlett

Fluidity of identity – The concept of identity changing because of time, for example maturity or change of circumstances.

Constructed identity – The process of people developing ideas and beliefs about themselves.

Negotiated identity – The process of people fidning out “who is who” in society.

Collective identity – The idea of fitting into certain categories or groups, perhaps based on interests, gender or age.

1. Male gaze – the male gaze is the act of depicting women and the world in a heterosexual masculine way and seeing women in a erotic way
2. Voyeurism – a sexualisation of private actions such as undressing and other sexual actions
3. Patriarchy – a hierarchy where men are on top of woman where men are seen as better and woman were objectified
4. Positive and negative stereotypes
5. Counter-types – A representation that highlights the positive features of a person and in a group
6. Misrepresentation – where a person is discriminated against or excluded
7. Selective representation – only showing and representing specific things or not at all
8. Dominant ideology- values and beliefs in a group or social majority
9. 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.
10. Hegemony –  leadership or dominance of one group over another
11. Audience positioning – the way a writer wants his audience to believe by the representation and points he is making forcing his views by the way he structured his sentence
12. Fluidity of identity – identity that is changing over time at time goes on
13. Constructed identity – how someone is making a identity by the things around them
14. Negotiated identity – Identity negotiation refers to the processes through which perceivers and targets come to agreements regarding the identities that targets are to assume in the interaction
15. Collective identity – an individuals’ sense of belonging to a group where they have similar views and identity

Male Gaze- The act of depicting women and the world, from a straight (heterosexual) male perspective that sexualises women for the pleasure of the heterosexual male viewer.

Voyeurism-An interest in observing unsuspecting people while they undress, are naked, or engage in sexual activities. The interest is typically more in the act of watching, rather than in the person being watched.

Patriarchy-a social system in which the male gender hold primary power and predominate in roles of political leadership, moral authority, social privilege and control of property.

Positive Stereotype– refers to a subjectively favourable belief held about a social group. Some popular examples of positive stereotypes can be Asians with better math ability or African Americans with greater athletic ability.

Negative stereotype-a stereotype that describes the undesirable, objectionable, or unacceptable qualities and characteristics of members of a particular group or social category.

Counter-Type-a positive stereotype that emphasizes the positive features about a person. An example of a countertype is that all woman are nurturing.

Misrepresentation-an inaccurate statement of a material fact made by one party which affects the other party’s decision in agreeing to a contract. If discovered, the contract can be declared void.

Selective representation– is only showing some events, not all, sometimes chosen based on importance or viewer preference.

Dominant ideology– the attitudes, beliefs, values, and morals shared by the majority of the people in a given society.

Constructed reality– when people and groups interact in a social system create concepts or mental representations of each other’s actions.

Hegemony- Perceived process by which certain values and ways of thought promulgated through the mass media become dominant in society.

Male Gaze- The male gaze is the act of depicting women and the world, in the visual arts and in literature, from a masculine, heterosexual perspective that presents and represents women as sexual objects for the pleasure of the heterosexual male viewer.

Voyeurism-An interest in observing unsuspecting people while they undress, are naked, or engage in sexual activities. The interest is usually more in the act of watching, rather than in the person being watched.

Patriarchy-a social system in which men hold primary power and predominate in roles of political leadership, moral authority, social privilege and control of property. Some patriarchal societies are also patrilineal, meaning that property and title are inherited by the male lineage.

Positive Stereotype– refers to a subjectively favourable belief held about a social group. Common examples of positive stereotypes are Asians with better math ability, African Americans with greater athletic ability, and women with being warmer and more communal.

Negative stereotype-a stereotype that describes the undesirable, objectionable, or unacceptable qualities and characteristics of members of a particular group or social category.

Counter-Type-a positive stereotype that emphasizes the positive features about a person. An example of a countertype is that all religious people are kind.

Misrepresentation-a false statement of a material fact made by one party which affects the other party’s decision in agreeing to a contract. If the misrepresentation is discovered, the contract can be declared void and, depending on the situation, the adversely impacted party may seek damages.

Selective representation– is only showing (representing) some events/conflicts, not all, sometimes chosen based on importance, proximity to home, and viewer preference.

Dominant ideology– the attitudes, beliefs, values, and morals shared by the majority of the people in a given society.

Constructed reality-when people and groups interacting in a social system create, over time, concepts or mental representations of each other’s actions, and that these concepts eventually become habituated into reciprocal roles played by the actors in relation to each other.

Hegemony-media hegemony is a perceived process by which certain values and ways of thought promulgated through the mass media become dominant in society. It is seen in particular as reinforcing the capitalist system.

Representation :

Identity :

1. Male gaze – The male gaze is an objectification of and towards women.
2. Voyeurism – an interest in observing people while they are undressed, naked or engaged in sexual activities.
3. Patriarchy – A society in which men hold the dominancy and women are excluded from this power.
4. 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.
5. Counter-types – An opposite view to a stereotype.
6. Misrepresentation – Giving misleading information/fact made by a party to affect other party’s.
7. Selective representation – Only showing parts of some events or conflicts.
8. Dominant ideology – This is the ideas, attitudes, values, beliefs and culture of the dominant/ruling society.
9. Constructed reality -A way of advertising that allows media to be seen as a reality.
10. Hegemony – The leadership or dominance by a state or social group.
11. Audience positioning – The techniques used to apply the understanding of the ideology of the text to the audience.

1. Fluidity of identity – The ability to change how to see/view the world, yourself and actions.
2. Constructed identity – An identity formed by personal and others perceptions interests.
3. Negotiated identity – Agreements/discussion on a persons identity with another persons.
4. Collective identity – An identification which is shared between groups and individuals.

1. Male gaze– A concept in which men objectify women
2. Voyeurism– An interest in watching people engage is personal, sometimes sexual activities where they do not know
3. Patriarchy– A society dominated by males
4. Positive and negative stereotypes– When a group/person is boxed into a stereotype and either receives positive or negative feedback from it
5. Countertypes– Representation in which the stereotype is opposite to the person
6. Misrepresentation– Giving misleading information
7. Selective representation– Only showing some/not all the events of something so you don’t know everything that happened
8. Dominant ideology– Attitudes, beliefs, values, and morals shared by the majority of the people in a given society
9. Constructed reality– The way in which something is represented that allows media to be seen as a reality
10. Hegemony– global dominance and influence of powerful commercial mass media organizations
11. Audience positioning– The relationship between the text producer and receiver and how they react and respond to a text

1. Fluidity of identity– The ability to change how you identify yourself
2. Constructed identity– Identifying yourself differently to others by things you go through and things you have interests in
3. Negotiated identity– The idea in which you come to an agreement of ‘who is who’
4. Collective identity– A shared identification between people and groups