Representation

• The way in which people, events and ideas are presented to the audience.
• To break it down, the media takes something that is already there and represents it to us in the way that they choose.
• These representations are created by the producers (anyone who makes a media text) of media texts.
• What they choose to present to us in controlled by the gatekeepers (someone who decides what the audience gets to see or leave out).

Moguls- owner of newspaper

Dominant Ideology

Its the main idea that strong powerful people with dominant ideas control the mood and ideas presented by the media because they control it.

Countertype

A representation that challenges tradition stereotypical associations of groups, people or places.

Archetypes

This is the 'ultimate' stereotype.

Stereotypes

Media industries use stereotypes because the audience will instantly understand them. Think of stereotypes as a 'visual shortcut'. They're repeated so often that we assume they are normal or 'true'.

Hybrid

Hybrid- a combination of two genres for e.g romcon, action, adventure.