Sociology 2172A/B Chapter Notes - Chapter -: Exemplum, Ingroups And Outgroups, George Gerbner
5 Dec 2018
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The term stereotype is value free it is neither positive nor negative. The essence of a stereotype is the perception that every person who belongs to the group is a generic exemplum of a type rather than a unique individual. The connotation derives from quantitative and qualitative components of each specific stereotype: quantitative women love to shop. Some proportion of the population is reflected in that statement: qualitative the context under which the statement is made. Women love to shop wasteful of time. Since stereotypes are considered the coin of the realm of the dramatic arts using stereotypes in advertising messages quickly sets the stage for the messages: convey characters and images quickly and clearly. See individuals in the group as all being alike. When we are thinking of stereotypes as negative thinking of the context or the qualitative aspects: ability to reduce people or objects to classes based on inference that are made from an individual or social context.
