Glossary

Hegemony: leadership or dominance, especially by one state or social group over others. One social views being placed on others, for example with age, adults telling children what to do because they are older.

Collective Identity: A set of individuals sense of belonging to the group or collective. The individuals sense of belonging to a group who share a set of traditions and values 

Mediation:  A process of selection and shaping, creating meaning from an original event. If someone gave a speech, when editing you would edit it the way you want it to appear- not showing the whole truth. The people who make the decisions in the mediation process may sometimes be influenced by their own beliefs or values, to they also may be influenced by an organisation they work for, or the government of their country. The process through which representations are created. 

Hypodermic needle theory- model of communications suggesting that an intended message is directly received and wholly accepted by the receiver. Passive audiences injected with media, directly influencing their norms and values.

Representation: the description or portrayal of someone or something in a particular way. The way ideas, objects, people, groups and life forms are depicted by the mass media. Any consideration of a "collective identity" must take into account the role that representation plays within the construction of a media text. 

Moral panic: a moral panic occurs when "...[a] condition, episode, person or group of persons emerges to become defined as a threat to societal values and interests".COHEN: Moral panic code, Scape goat, folk devil, stereotypes.

Encoding: 

Decoding: Translating from the audience/ reader

Orientalism:

• the representation of Asia in a stereotyped way that is regarded as embodying a colonialist attitude.