The Maintenance of Stereotypes.

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 et al., 1994; Clark & Kashima, 2007). Furthermore, stereotypes can be seen as a function of social connectivity and are thus maintained through communication (Lyons & Kashima, 2006; Lyons and Kashima, 2003; Karasawa, Asai & Tanabe, 2007). This essay will attempt to look at the most recent research in the past two decades and investigate the various methods that have been found to support the preservation of stereotypes.
One of the key points with Social Identity Theory is that in the very act of categorisation, regardless of group contact, in-group preference is produced (Brown, 2000). This then defines a differentiation from out-group members (2000). This group differentiation can lead to the formation of stereotypes. Individuals seek also to