Stereotypes:
- Media industries use stereotypes, which are usually repeated so we believe they're normal/true
Archetypes:
- 'Ultimate' stereotypes e.g. White stiletto wearing, big busted, brainless blonde bimbos
Counter-Type:
- Challenges tradition stereo-typically associations of groups
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.
- They are created by producers of media texts
- What they choose to present to us is controlled by gatekeepers.
Gatekeepers:
- Any person involved in a media production with the power to make a decision about something the audience are allowed to.
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