Stereotypes can be seen as role schemas for members of an identifiable group. They include gender stereotypes and racial stereotypes, but are not always negative. Person schemas contain knowledge about different types of people, including their personality traits and goals. They often refer to associated contexts. Such location schemas include inventories of typical contents and conventional layouts or spatial relationships.
Ideological schemas involve inferences about ideological assumptions implicit in media texts.
In applying ideological schemas viewers assess whether or not the inferred world-view and ideology of a programme reflect their own. For children a parallel here is perhaps in assessing the reality status of texts. Toward a Theory of the Semantic Processing of Television'. Psychological Processes . Lawrence Erlbaum, pp.