1、Stereotype Reduction&Cultural AdaptationChapter 5An Introduction to the TopicCase AnalysisReadingBrainstormingMy Big ProjectAfter-class ReadingSection 1Section 2Section 3Section 4Section 5Section 6Stereotype Reduction&Cultural AdaptationChapter 5According to Websters New World Dictionary（1998)，a ste
2、reotype is defined as an unvarying form or pattern,specifically a fixed or conventional notion or conception of a person,group,idea,etc.,held by a number of people and allows for no individuality or critical judgment.No matter how hard people try,invariably they end up putting people into categories
3、 based on what they know,what they think they know or what they believe in.This is known as stereotyping.Stereotypes are generalizations of people groups based on past experiences,which are deep-rooted in the psyche of the people.Stereotypes can be deemed positive or negative,but they seldom convey
4、accurate information about others.Stereotype Reduction&Cultural AdaptationChapter 5Learning ObjectivesBy the end of this chapter,you should be able to Understand the concept of stereotype Understand gender stereotyping and the discrimination in the workplace Avoid becoming the office stereotype gain
5、 an insight of media bias and advertisingAn Introduction to the TopicSection 1Lead inHow does stereotype affect peoples lives?Can you think of any events in history that were influenced by stereotypes and biases?How do people learn to make stereotypes?How might they unlearn them?How can the media(ne
6、wspapers,television,movies)help to reduce stereotyping?Do you think certain groups are more subject to stereotyping than others?If so,why?What do you think an individual can do to help reduce bias and stereotyping?An Introduction to the TopicSection 1What is a Stereotype?The word“stereotype”literall
7、y means“solid-kind”.It was invented by Firmin Didot in the world of printing;it was originally a duplicate impression of an original typographical element,used for printing instead of the original.In fact,the word clich and stereotype were both originally printers words,and in their literal printers
8、 meanings were synonymous.Specifically,clich was a French word for the printing surface for a stereotype.The first reference to“stereotype”,in its modern,English use was in 1850,in the noun,meaning“image perpetuated without change”.The term“stereotype”derives from Greek word which means“solid,firm”a
9、nd“blow,impression,engraved mark”hence“solid impression”.This section examines the definition of a stereotype,and looks at how and why negative stereotypes of youth find their way into the news.It also reflects on the effect these negative images have on youth,and on societys attitudes toward teenag
10、ers.An Introduction to the TopicSection 1Stereotype:A fixed,commonly held notion or image of a person or group,based on an oversimplification of some observed or imagined trait of behavior or appearance.Stereotypes are as old as human culture itself.They reflect ideas that groups of people hold abou
11、t others who are different from them.A stereotype can be embedded in single word or phrase(such as,“jock”or“nerd”),an image,or a combination of words and images.The image evoked is easily recognized and understood by others who share the same views.Stereotypes can be either positive(“black men are g
12、ood at basketball”)or negative(“women are bad drivers”).But most stereotypes tend to make us feel superior in some way to the person or group being stereotyped.Stereotypes ignore the uniqueness of individuals by painting all members of a group with the same brush.An Introduction to the TopicSection
13、1Stereotypes can appear in the media because of the biases of writers,directors,producers,reporters and editors.But stereotypes can also be useful to the media because they provide a quick identity for a person or group that is easily recognized by an audience.When deadlines loom,its sometimes faste
14、r and easier to use a stereotype to characterize a person or situation,than it is to provide a more complex explanation.Case AnalysisSection 2Case OneStereotypes and global businessThe expansion of multinational corporations has led to an increase in cross-national business interactions in which peo
15、ple are clearly labeled by nationality.Product design teams include engineers from French,German,and Japanese subsidiaries;Mexican manufacturers sell to Swiss companies.Popular writing in international business indicates that this national identification is likely to lead to biased perception.That c
16、oncern is certainly bolstered by research in psychology.It is found that people do stereotype national groups.Further,stereotypes based on ethnicity,sexual orientation,and socioeconomic status,among others,have been shown to bias evaluation of individuals associated with those stereotyped groups.Cas
17、e AnalysisSection 2Case OneQuestion for Discussion:How to break the stereotypes in international business?Case AnalysisSection 2Case OneComment:Working with global clients and international cultures provides the opportunity to breakdown and destroy existing stereotypes.Global business encourages and
18、 forces a confrontation of cultures and preconceived ideas.Successful international trade and business is all about marketing.Marketing your product,yourself,the organization,your country and customs.Changing fixed and conventional notions and beliefs.Interactions with other countries and cultures w
19、ill be successful when we create an atmosphere of trust,build enthusiasm and excitement,and project an image of the organization or product that appeals to,and will be embraced by the client.In essence,we are breaking the old stereotypes and helping to create new ones.Case AnalysisSection 2Case TwoT
20、he Psychology of Buyers:Consumers Have Needs and FeelingsConsumers first and foremost are individuals.The more you see and treat consumers like individuals,the more loyal they will be to your business.You cannot peg individuals into mass impersonal groups based on stereotypes.For example,do not assu
21、me that all retirees are interested in gardening,all women are interested in buying shoes,or all men are sports-crazy.Research supports that mass stereotyping groups of people does not work in the development and marketing of business ideas.Although many corporations still try to capitalize on stere
22、otypes,this line of thinking simply does not work as effectively as the old“mom and pop country store”approach to business:Getting to know your customers as intimately as possible.Case AnalysisSection 2Case TwoIf grouping populations like cattle into marketing niches worked,why would major corporati
23、ons still continue to invest so heavily into studying consumer habits and demographics?If this type of marketing philosophy worked well，then anyone with a great business idea could make it simply by targeting.Obviously,this is not so.Stereotype MythsFor example,stereotype marketing ideologies might
24、focus too much on one group and ignore another equally,or even more important.For example,target only kids for(non-PC)video games and lose access to millions of consumers.Nearly a quarter of all video games are purchased by consumers aged 40 and older,and 38%of all video game sales are made by women
25、.In fact,even when it comes to“mens”products including sports items and expensive cars,women still spend more than men.According to a study in part conducted by Women Certified,a womens consumer advocacy and retail training organization,women spend$4 trillion annually,accounting for 83%of all U.S.Co
26、nsumer spendingor,an astounding two-thirds of the nations gross national product.Case AnalysisSection 2Case TwoAnother case in point:Senior citizens have become the fastest-growing population in the United States.However,mass marketing to seniors has remained somewhat elusive.Several pioneers in the
27、 senior marketing industry note that age alone has little to do with the interests of senior consumers.Those who have attempted to cash in on the senior population,simply lumping retirees together by age,have failed,and miserably so.When it comes to advertising,“marketing”studies that offer only col
28、d statistics may play less of a role than you think in developing successful marketing strategies and advertising campaigns.Customers can be your best or worst source of advertising.Word of mouth referrals,especially in the age of the Internet,should not be undervalued.And,since consumers are more l
29、ikely to complain than to compliment,it pays to have customer-friendly and trustworthy complaint resolution practices in place.Case AnalysisSection 2Case TwoQuestion for Discussion:What are the dangers of using stereotypes in advertising and marketing?Case AnalysisSection 2Case TwoComment:Stereotype
30、s are generalizations of people groups based on past experiences,which are deep-rooted in the psyche of the people.These are examples of stereotyping groups of people that can lead to disastrous results in advertising and marketing.“Marketing”studies offering only cold statistics may play less of a
31、role than you think in developing successful marketing strategies and advertising campaigns.Because of stereotype images,it pays to see your customers as individuals,with common needs,but not as groups who have lemming-like behaviors when it comes to making purchases.Case AnalysisSection 2Case Three
32、A female undergraduate at a womens college wrote:“The summer after the first year at our womens college I took Linear Algebra in a coed college nearby.Out of probably twenty people in the class,I was one of two women.I found that the mood of the class was stifling.It was obvious that the men of the
33、class expected me to sit quietly in my chair and contribute nothing and ask no questions.It was also made obvious to me that,in general,they felt they were far superior to me.Because I had no contact with them outside the classroom,I assume they were basing their decision solely on the fact that I a
34、m female.In addition,I found the material relatively easy and was getting an A in the class,so they could not be basing it on my academic performance.One day as we were going over a difficult problem set we had had for homework,the professor asked if anyone was able to do a particular problem which
35、I had been able to solve.When I raised my hand,a student made the comment“What?!?!How could you have solved that problem!?!?”He in no way hid his hostility or his feelings that if he,a far superior man,could not solve the problem,I could not have.I was completely shocked that he could make such a co
36、mment.No one else seemed to be.It is no wonder that women tend not to contribute in a male-dominated classroom.”Case AnalysisSection 2Case ThreeQuestions for Discussion:Why does the male student have such“hostility”feeling towards the female undergraduate?Case AnalysisSection 2Case ThreeComment:The
37、above example shows the stereotypes of women and how people sometimes expect women to be less interested or competent in technical areas than they actually are.This example also illustrates how women are sometimes treated as less capable or interested in technology than men,instead of being treated
38、as capable individuals.Of course,there exist professors and administrators who treat their male and female students equally as well or even devote extra effort to encouraging women.However,negative events are still common enough to be of substantial concern.Moreover,the above behaviours are the symp
39、tom of a more fundamental problem:lower expectations for females.Many of the above events are too blatant to have the insidious effect of subtle discrimination(which probably accompany them).Even if the perpetrators could be coerced into not so openly displaying sexism,it would not eliminate the fun
40、damental biases which would be displayed less directly.Case AnalysisSection 2Additional knowledgeuStereotype in ChinaWhat does Stereotype mean?It means a countrys or some peoples ordinary experience in the others mind.When someone mentioned a country the others will say“Oh,I know,the environment the
41、re is very beautiful.”or“The people there are stingy.”These are the stereotypes.In China,we regard the Frenchmen are very nice and easy-going.But actually they are arrogant.They think they are the cleverest in the world.And they pay too much attention on themselves.Chinese people always think the Am
42、ericans are very humorous,well-educated.But the Europeans think the Americans are rude and illiterate.The Americans always eat fast food and watch some boring films.Stereotype is freakish.Some countries had reminded a bad stereotype,when the others talk about the country the stereotype will come out
43、.How to leave a nice stereotype to the others?It doesnt depend on what we said but what we did.Case AnalysisSection 2Additional knowledgeuSome stereotypes in our mind1)Asians have high IQs.They are smarter than most in Math and Science.These people are more likely to succeed in school.2)Christians a
44、re homophobic.They are blinded by God and will recruit you if you go near them.3)African Americans can dance.4)Caucasians cant dance.5)French are romantic.6)Irish are alcoholics.7)Italians are good lovers.8)Germans are Nazis or fascists.Case AnalysisSection 2Additional knowledgeuSome stereotypes in
45、our mind9)Middle Easterners hate Americans.10)Russians are violent.11)Gay men are feminine while lesbian women are masculine.12)Asians know martial arts.13)African Americans play basketball.14)Women are neat and like to clean.15)Men take charge in a relationship.16)Immigrants have poor English.17)In
46、dians work at a deli.ReadingSection 3Reading IGender Stereotyping in the Workplace and the Discrimination it CreatesBy Danica DoddsStereotypes can be extremely harmful because they can cause a person to mistreat others based on preconceived notions that are untrue.“Research indicates that most peopl
47、e are not aware of how stereotyping automatically influences their thinking and,therefore,believe that their perceptions are based on objective observations.”Many people tend to make conscious and unconscious presumptions about other people based on their gender,race,religion,sexual orientation,or a
48、ge.Gender stereotyping in the workplace often leads to discrimination.Gender discrimination has many severe consequences ranging from unequal pay for women in the same employment with men,to the lack of promotions,to sexual harassment.These negative effects are still very prevalent in the workplace
49、despite the many laws that have been implemented to prevent the discriminatory effects of gender stereotyping,and despite the court system that is supposed to uphold those laws.Accordingly,other measures need to take place in order to rectify the problem.ReadingSection 3Reading IGender stereotyping
50、leads to wage discrimination.On average,womens wages are only 81 percent of mens wages.These statistics do not derive from various salaries from different job positions that men and women hold;instead,they come from a survey of salaries that men and women earn for the exact same job position and the
