Stereotypes

Dominant Ideology - The idea that the Western world is run by a stereotypical business man (white, male, middle class, straight.)

Stereotypes - Media industries use stereotypes because the audience will instantly understand them. Think of stereotype as a 'visual shortcut'. They're repeated so often that we think they're true.

Archetypes - This is the 'ultimate stereotype'

Representation - the way in which people, events and ideas are presented to the audience. (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 media texts). What they choose to present to us is controlled by a gatekeeper.)

Gatekeeper - Anyone involved in the media who has the power to control what we hear and see in the media.

Moglus - Editors who decisions are not made freely.

Who, What, Why , Where:
Disablility - mental and physical
Regional identity - e.g. Essex
Class
Age - young people
Gender - men
Ethnicity
Sexuality