Representation

Stereotypes

Media institutions use 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 farther - 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 provides a counter type as he is a positive role model.