Representation- the way the media RE-PRESENT individuals, groups, events and issues
Stereotype- media institutions use stereotypes because the audience will instantly understand them. They're repeated so often that we assume they are normal or 'true'. They are a 'visual short-cut'.
Archetype- the 'ultimate' stereotype. Taken to the extreme.
Countertype- a representation that challenges traditional stereotypical associations of groups, people or places.
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