Cultural Stereotypes and Positioning Theory

Abstract

Abstract This paper addresses the application of positioning theory, a new emerging theoretical scheme on the issue of cultural stereotyping. First, a critical conceptual analysis of the words‘cultural stereotype’is presented. Secondly, the basic tenets of positioning theory are outlined. Finally, it will be demonstrated how the framework of positioning theory can be used to analytically refine the concept of cultural stereotype. The main upshot of the article is that within social psychology, the concept of cultural stereotype is used in a conceptually vague and blurred way and that, with the necessary conceptual refinements, other research‐agendas on stereotypes will have to be tackled if social psychologists want to contribute anything to the societal efforts of changing stereotypes.

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