- Stereotypes - Media institutions use stereotypes because the audience will instantly understand them. You can think of stereotypes as a visual shortcut. Stereotypes are uses so often that we assume they are normal or true.
- Archetypes - This is the ultimate stereotype. For example the white stiletto wearing, big busted, brainless blond bimbo.
- Countertypes - A countertype is a representation which challenges tradition stereotypical societies, people or places.
Representation
Representation is the way in which people events and ideas are presented to the audience via the use of stereotypes, archetypes and countertypes. These representations are created by the producers (anyone who makes a media text) of media text. The ideas which producers present to us are controlled by the Gatekeepers. A Gatekeeper is someone who has the power to make a decision about something the audience is allowed to see, hear or read. Moguls are the next link in the chain in media they are the media owners. Using newspapers as an example Rupert Murdoch owns the newspaper so he would be the Mogul he will have the final say in what is distributed to the audience.