Representation- "Never simply present the world direct. They are always a Construction, a re-presentation, rather than a mirror, or a clear "window into the real"
Mediation - "The Process by which a media text represents an idea, issue or event to us"
Real life - MEDIATION PROCESS (Process by which media text represents an idea) - Constructed "reality"
Stereotypes Vs. Counter-types - Positive Vs. Negative
Archetype - Extreme version of a stereotype
Ideology - Messages, beliefs and values
Patriarchal ideology - Male dominated society & power
Feminist Ideologies - Equal rights to males in society
Stereotypical ideology - Weak ideas, very strong ideas
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