REPRESENTATION
Stereotypes
Media institutions us stereotypes because the audience will instantly understand them. Think of stereotypes as a visual shortcut. They're repeated so often that we assume they are normal or true however they are often negative.
Archetypes
An archetype is the ultimate stereotype. A very typical representation of a person a place or an idea. A perfect vision. The archetypal father-stern, powerful and controlling.Counter type
A representation that challenges tradition stereotypical associations of groups, people or places. Think of it as a positive stereotype. Black americans in the past have been subject to negative stereotyping (criminals). However will smith provides a counter type as he is a positive role model.
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