• Collective Identity - A sense of 'one ness'. A membership in a social group that is a collective and has a sense of togetherness.
• David Gauntless - ' Identity is complicated - everybody thinks they've got one'... 'The power relationship between the media & the audience involves a bit of both, or to be more precise, a lot of both. The media sends out a huge number of messages about identity & acceptable forms of self - expression, gender, sexuality and lifestyle. At the same time the public have their own even more robust set of diverse feelings on the iddies. The media's suggestions may be seductive but can never simply overpower contrary feelings in the audience'
• David Buckingham - A focus on identity requires us to pay closer attention to the ways in which media & techniqies are used in every day life & their consequences for social groups'
• Ideology - a set of ideas
• Portrayal - The way in which something is presented
• Stereotype - A typical representation
• Readings: Dominant - how the  creator wants the audience to view the text
                 Opposition - when the audience rejects the preferrred reading, and creates their own
                                     meaning of the text
                Negotiated - a comprimise between the dominant and opposition readings where the
                                   audience acceps parts of the director's views, but has their own views aswell. 
• Subculture - A different social group within society
• Construction - how things are put together
• Conform - goes with the norm
• Subvert - goes against the norm
• Dissonance - two conflicting ideas
• Archetypal - something something that is typical
• Subservient - hierarchy 
• Richard Jenkins - Suggests that we need to interract with others in order to form our identity
• Stuart Hall - ' the media appera to reflect reality, when in fact they construct it'
• Jacques Lacan -  theory of the mirror stage, that a child copies what they see in order to develop their identity.
• Hemegony - the dominant view
• Intertextuality - The reference of media text inside another
• Marxism - theory started by Karl Marx which determines that all members of society will be governed by work and in a class less system. All members of society must follow the same rules and hold a common perception of each other.
• Neo-marxism - The view that class divisions under capitalism are more important than gender divisions or issues of race and ethnicity.
• Merleau Ponty - anything in which we use our bodies to create new things builds our identity i.e. creating a blog
• Michael Foucault - Believes that we are born with a basic structure of our inner identity but it adapts and changes for who we meet and through discourse. He argues that surveillance in society is obtrusive
• Richard Dyer - His 'star' theory suggests that stars are a construction of what record labels want them to be in order to sell records. The dramatisation of their life becomes their USP and music isn't important.
• Post-modernism - The belief that many realities are only social constructs, and that it is not race, gender and so on... that brings collective identity but mutual interests
• Moral panic - When the media creates a sense of fear
• Web 2.0 - User centered information sharing i.e. twitter, facebook etc...
• Enigma - a sense of mystery or the unknown
• Iconography - Visuals associated with a person, can be part of their persona.
• Mediated - A persons understanding of a media text