Why Do People Stereotype?

Stereotypes reflect flat, one dimensional caricatures of people which bear little resemblance to the variety and diversity inherent in any group or race, but they surface all the time in any culture for easy categorisation and comprehension of cultural behaviour. We hear a lot about stereotypes and why we should not use them, but there is nothing wrong with stereotypes, per se. We tend to judge each other by generalisations in order to understand every aspect of life, especially when faced with difference, a kind of shorthand way of addressing new groups without having to note every minute detail every moment of the day.

The brain, like any computer, works from the macro to the micro when absorbing information, seeking coherence and order by using the information it already has to sort items and people in the fastest, most stereotyped and efficient way until more data becomes available. At the first, or macro, stage, the only effective way to view people of all ilk is to focus on their similarities, what they are perceived to have in common from our state of ignorance, especially what links them together, whether positive or negative, in order to appreciate their culture/behaviour/perspectives.

When more information becomes available, sorting switches to the micro, or individual level, to focus on the differences that set the person or group apart in their own right, and to establish the level of familiarity and comfort in dealing with the strangers or new situations. This automatic second stage process by the brain sorts out interactions on a micro level, assigning individual characteristics to a host of originally 'sameness' features. Once we appreciate the uniqueness of that individual, we begin to feel more comfortable with them and there is no further need for stereotypes. We tend to accept them as they are.

So, while it may be wrong to assign something negative across a whole group of people, it becomes offensive as a stereotype ONLY if we know better, yet still persist in classifying those people in stereotypic ways. It is also the negative nature of stereotypes which makes them offensive because we really cannot accept a positive stereotype like, "Many African Americans are great athletes" (which appreciates and applauds their prowess), or that "Asians are good academic performers who end up in high status professions" (something which enhances that ethnic group by increasing its social and economic appeal) then react in an aggrieved manner when negative stereotypes are used as well.

We cannot know every human being individually, so we have to start with certain assumptions about them, based upon our limited knowledge of their background and origin. This would include the primary differences relating to gender, race, ethnicity, age, ability, religion and nationality - the more readily observable characteristics. For those who wish to be prejudiced or discriminatory, or who lack confidence in themselves, this is where the process stops. A quick analysis usually catalogues the group or person into a 'rigid box of acceptance or rejection', dominated by stereotypes and feelings of fear.

If the original perception remains unchanged, despite added knowledge to the contrary, that's where negative stereotypes become damaging and prejudicial. Any further assumptions would be deliberate and used for a particular purpose which is rarely ever meant to be complimentary to that person or group, and particularly to feel superior.

Yippeee...I'm in love!!

I think I'm in love...I, who have never had any time for adverts of any kind, who believe they are pesky, interfering things I can easily do without, am in love with the latest adverts by Apple Mac. They are just brilliant. They are saturated everywhere, especially on MySpace. If nothing else, they are guaranteed to draw attention.

Apple Mac has hit upon the idea of using humans to represent PCs and Macs with awesome appeal! The latest adverts come in three different types depicting various problems with the PCs while the very 'cool' Mac maintains its lofty distance above it all. This is against a backdrop of very pleasing music. I find myself just repeatedly clicking on them, watching and smiling with smug pride. Perhaps it is because I have been a Mac user for over 15 years, never used a PC, so I know that Apple Mac is not just talking hot air. Its reliability and professionalism, not to mention support, is legend. The current G5 I am using is out of this world with efficiency, security and simplicity. It does NOT crash, there are NO viruses and the smooth integration with other stuff means that one does not have to be a nerdy geek or a technology boffin to understand or appreciate it fully!

I never thought I would LOVE to see an advert and would want to play it over and over again, but at this rate of watching them, I haven't had the time to write about them!! I have even compared the American versions with the British ones, which use Mitchell and Webb from Channel 4 TV's Peep Show, and we win hands down. Our adverts are so cooool and funny. The American ones try to be too clever, and are not half as entertaining. Their Mac guy might appeal to men but he does nothing for me. :o( I love the way the British Mac guy (Webb) is sooooo handsome too with the high drool factor!! Gosh, what smile and dimples! Yummmeeeee! I am sure their show on Channel 4 has had a record number of new watchers. I for one will certainly be watching them from now on, when I wasn't even aware of who they were before.

As I said, I am soooo in love in with those new ads! If Mac had paid for per click advertising with Google, I alone would have clicked out all their money just to keep seeing the adverts!! They make my mornings, big time. Now, who would have thought some simple adverts could do that? Must be because Valentine's day is almost here, there is no man in sight and love is in the air!

What did they say about simplicity? Keep it going Mac. Your computers are ace and you're definitely on to a winner! :o)