Stereotypes

Stereotypes are typical thoughts and feelings we as the audience have towards a specific group/theme. The audience will always understand them and who they are from actions/looks of the specific group and past experiences with them. It is a visual shortcut.
For example:
> Frenchmen - baguette, Paris, Eiffel Tower, garlic, arrogant.
> Scottish - ginger beard, skirt, kilt, fierce accent.
> Arabic - brown/black bushy beard, tanned skin, long white robe outfit.
> Urban Youngster - hoodie, knives, drugs, stabbings, violence, gangs.

Archetypes are the ultimate stereotypes. Archetypes can be colours, places or characters. Examples of this would include:
> Red - passion/blood/love.
> Green - earth/growth/environment.
> Wizard - has special powers.
> An island - represents isolation.

A countertype is a representation that challenges traditional stereotypes. Therefore, it is the complete opposite to an archetype.

A gatekeeper is a person who chooses what media is released to people.

Intertextuality - Using and referencing from other media.