An investigation into the mechanisms that support the maintenance of stereotypes.

This essay hasn't yet been marked by one of our teachers

You can view 3 essays on Social Theory that have been Marked by Teachers

The first 200 words of this essay...

Although the nature of stereotypes are not essentially negative it has been found that stereotypes of out-group members are more likely to be negative than those of in-group members (Castelli et al. 2005; Perdue, Dovidio, Gurtman & Tyler, 1990). Despite this fact, engaging in stereotyping still occurs. In order to adequately understand why we continue to use stereotypes, when we know of the negativity that can be attached to them, several areas need to be considered. Firstly, in the context of this essay stereotypes need to be defined. Lippman (1922) can be credited for having coined the term as being a set of socially shared representations and beliefs about the characteristics, features and behaviours of members of a group (Lyons & Kashima, 2001). The Social Identity Theory also seeks to define stereotypes (Brown, 2000). Secondly, there are various mechanisms which occur that support the ongoing use and maintenance of stereotypes. In relation to this is priming, which has been found to be an active influence (Rudman & Borgida, 1995; Lepore & Brown, 1997; Blair & Banaji, 1996). More recent research illustrates that stereotyping emerges as a way of simplifying the demands on an individual, a type of cognitive shortcut (Macrae