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Stereotype Measurement in Political Decision Making  

Angela L. Bos, Heather Madonia, and Monica C. Schneider

Stereotypes are a set of beliefs a person holds about the personal attributes of a group of people. The beliefs are commonly held and understood, which allows people to use them as automatic shortcuts when making evaluations and decisions. Because the beliefs are so broadly understood and easily accessible, they can subconsciously influence opinion formation. In the realm of politics, citizens may use stereotypes to guide evaluations of candidates from stereotyped groups (such as African Americans or women) or as they formulate opinions about a policy that may have a particular group as its perceived beneficiary. Because many commonly held stereotypes—such as that African Americans are lazy or violent—are not socially desirable, they pose a challenge to researchers attempting to measure them effectively. Thus, as social scientists examine the effects of stereotypes on citizen decision-making, it is important that they carefully consider how to best measure stereotypes. The goal should be to create reliable (consistent) and valid (accurate) measures that minimize social desirability in responses. Measures should reflect clear understanding of the content of the stereotype under examination and incorporate a full range of content to reflect it. One part of understanding the content of a stereotype is considering whether the group under examination is a subtype or subgroup of a larger stereotype category. For example, female politicians as a group constitute a subtype of the larger stereotyped group, women, where female politicians share little overlap in terms of stereotype content with women. Similarly, Black politicians are a subtype of Blacks, sharing little stereotype content. Male politicians, in contrast, form a subgroup of men, where they share many characteristics with the larger group, men. Stereotype content has implications for the link between stereotypes and evaluations of political actors or public policies. The ability to accurately measure stereotypes is a necessary step in understanding when and how people use stereotypes to navigate the political arena. The intersection of two stereotypes is another important consideration, particularly since the combination of two stereotypes may be more than the sum of its parts. When researchers consider the content of stereotypes, the relationship between one stereotype to others (e.g., subtypes or subgroups), and the intersection of stereotypes, they can create improved measures of stereotypes that optimize reliability and validity. A variety of explicit and implicit measures exist for researchers to consider, including explicit measures, such as semantic differential scales and open- and closed-ended identification of stereotype content, and implicit measures, such as the Implicit Association Test (IAT) and affective attitude measures. Two-step measures can be used to examine stereotype activation and application. While each of these measures has strengths and weaknesses, all are designed to help researchers better measure stereotypes en route to understanding how stereotypes influence peoples’ attitudes and behaviors. Reliable and valid measures of stereotypes—both implicit and explicit—can help us create more accurate understandings of the political world.


Intersectional Stereotyping in Political Decision Making  

Erin C. Cassese

Intersectionality is an analytic framework used to study social and political inequality across a wide range of academic disciplines. This framework draws attention to the intersections between various social categories, including race, gender, sexuality, class, and (dis)ability. Scholarship in this area notes that groups at these intersections are often overlooked, and in overlooking them, we fail to see the ways that the power dynamics associated with these categories reinforce one another to create interlocking systems of advantage and disadvantage that extend to social, economic, and political institutions. Representational intersectionality is a specific application of intersectionality concerned with the role that widely shared depictions of groups in popular media and culture play in producing and reinforcing social hierarchy. These representations are the basis for widely held group stereotypes that influence public opinion and voter decision-making. Intersectional stereotypes are the set of stereotypes that occur at the nexus between multiple group categories. Rather than considering stereotypes associated with individual social groups in isolation (e.g., racial stereotypes vs. gender stereotypes), this perspective acknowledges that group-based characteristics must be considered conjointly as mutually constructing categories. What are typically considered “basic” categories, like race and gender, operate jointly in social perception to create distinct compound categories, with stereotype profiles that are not merely additive collections of overlapping stereotypes from each individual category, but rather a specific set of stereotypes that are unique to the compound social group. Intersectional stereotypes in political contexts including campaigns and policy debates have important implications for descriptive representation and material policy outcomes. In this respect, they engage with fundamental themes linked to political and structural inequality.