Mediation: The selection and construction of material in how it is given over to audiences via editing and point of view.
Hegemony: Traditional stereotypes that are reinforced and circulated as common sense to audiences.
Marginalisation: How stereotyping can lead to someone or a social group being ‘placed’ on the outside of accepted cultural norms.
Ideology: An overarching set of ideas often uses as a form of social control.
Moral Panics: Issues in society that often lead to the blaming, and marginalisation of a scapegoat.
Deviancy Amplification: Associated with moral panics, this explains how the media exaggerate a negative representation to ensure a dominant shared reading.
Liberalisation: A more diverse, tolerant, equally acceptable approach.
Pluralism: Again, more liberal suggesting and range of different, challenging representations.
Web 2.0: Interactive internet media e.g. blogs and social networking.
Manifest: Obvious, on the surface meaning.
Cultural Stereotyping: The stereotyping of social groups in society by the media.
Prosumer: A producer and consumer of media.
Passive Audiences: Audiences that accept and do not challenge representations.
Iconic: Well known and respected.
Aspiration: Looking up to something or somebody.
Encoding/Decoding: Putting meaning in, taking meaning out.
Dominant, Negotiated and Oppositional Readings: The intended meaning of a text, where meaning is uncertain or where audience have decoded a completely different reading
Anchorage: How meaning is made more definite.
Binary Oppositions: Where representations are deliberately different to construct further meaning.
Latent Meaning: Less obvious meaning.