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Read the words and discuss what you think they might mean before revealing the definition.
Mediation – The process of altering a media text for an audience.
Stereotype - A popular belief about individuals or groups of people based on generalisations and prior assumptions.
Archetype - A universal type of character that has been repeatedly used in media texts. E.g Damsel in distress.
Countertype – A representation that highlights the positive features of a person or group.
Denotation – The first level of meaning for the audience. Usually what they can see visually.
Connotation – The deeper layer of analysis; relies on the knowledge and experiences of the audience.
Deconstruction – The way that the audience finds meaning within a media text.