In addition, in this study, whether
stereotypes were activated supraliminally or subliminally, the pattern of the
stereotype did not differ: When the
stereotype was inconsistent with the behavior, SSIs were facilitated, but when the
stereotype was consistent with the behavior, STIs were not facilitated.
It follows a review which found adverts can reinforce harmful
stereotypes, which can lead to people limiting their choices and aspirations.
In order to fully grasp the meaning of
stereotypes, perhaps it would be useful to see the mechanisms through which they operate.
Aged-based
stereotype: Silent killer of collaboration and productivity.
Bar--Tal (1997) observed that in addition to external sources there are also internal processes that are involved in
stereotype formation.
Stereotypes convey to people that they are being judged by their group membership and not by their individual merits," relates Belmi.
They are also associated with loyalty especially in management positions; a
stereotype ascribed to them when Kikuyu were replaced by Luo in colonial farms, used as supervisors loyal to the colonial government.
Mass media become important agents of
stereotype formation when direct contact between groups is lacking (Dixon, 2006).
Most discussion of the Jezebel
stereotype comes from Black feminist literature and the history of slavery and its legacy (Hill Collins, 2005; West, 2008; White, 1999).
Scenarios likely to be problematic under the new rule - that ads must not include gender
stereotypes which are likely to cause harm or serious or widespread offence - also include a man with his feet up while a woman takes sole responsibility for cleaning up her family's mess, a man struggling to change a nappy, or a woman unable to park a car.