Definition: A stereotype is “...a fixed, over generalized belief about a particular group or class of people.” (Cardwell, 1996).

For example, a “hells angel” biker dresses in leather.

One advantage of a stereotype is that it enables us to respond rapidly to situations because we may have had a similar experience before.

One disadvantage is that it makes us ignore differences between individuals; therefore we think things about people that might not be true (i.e. make generalizations).

The use of stereotypes is a major way in which we simplify our social world; since they reduce the amount of processing (i.e. thinking) we have to do when we meet a new person.

By stereotyping we infer that a person has a whole range of characteristics and abilities that we assume all members of that group have. Stereotypes lead to social categorization, which is one of the reasons for prejudice attitudes (i.e. “them” and “us” mentality) which leads to in-groups and out-groups.

Most stereotypes probably tend to convey a negative impression. Positive examples would include judges (the phrase “sober as a judge” would suggest this is a stereotype with a very respectable set of characteristics), overweight people (who are often seen as “jolly”) and television newsreaders (usually seen as highly dependable, respectable and impartial). Negative stereotypes seem far more common, however.

Racial Stereotypes

french stereotype
Researchers have found that stereotypes exist of different races, cultures or ethnic groups. Although the terms race, culture and ethnic groups have different meanings, we shall take them to mean roughly the same thing at the moment.

The most famous study of racial stereotyping was published by Katz and Braly in 1933 when they reported the results of a questionnaire completed by students at Princeton University in the USA.