Representation

Dominant ideology: 
> Ruled by middle class, white male, straight, Christian
> Stereotypical

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 that they are normal or even true

Archetypes: 
> This is the 'ultimate' stereotype
> For example: the white, stiletto wearing, big busted, brainless, blonde bimbo

Countertypes: 
> A representation that challenges traditional stereotypes associations of groups or people

Representation: 
> The way in which people, events and ideas are presented to the audience
> So, the media takes something that's already there and represents it to us in a way that they chose
> These representations are created by the producers of media texts