2. Bias :
inclination or prejudice for or
against one person or group,
especially in a way considered
to be unfair.
3. Stereotype
A widely held but fixed and oversimplified image or idea of a particular
type of person or thing.
4. Countertype
A positive stereotype and
emphasizes the positive features
about a person. An example of a
countertype is that all religious
people are kind.
5. ideology
• a system of ideas and ideals, especially one which forms the basis of
economic or political theory and policy.
6. Cultivation theory
• examines the long-term effects of television. "The primary
proposition of cultivation theory states that the more time people
spend 'living' in the television world, the more likely they are to
believe social reality portrayed on television."
7. Reinforcement theory
• Reinforcement theory proposes that you can change someone's
behavior by using reinforcement, punishment, and extinction.
Rewards are used to reinforce the behavior you want and
punishments are used to prevent the behavior you do not want.
Extinction is a means to stop someone from performing a learned
behavior.
