Uticaj stereotipa na interkulturalnu komunikaciju

Abstract

Broadly speaking, stereotyping is a cognitive mechanism that underlies all aspects of intercultural processes-the way individuals perceive members of other groups shapes their attitudes and behavior towards them and influence different types of intercultural interactions and worldviews Based on the assumption that positive stereotypes about people who come from other cultures are used in human communication as an expression of each person's need to simplify all impressions and representations in order to understand the world and the people around them, positive stereotypes can facilitate communication. On the other hand, negative stereotypes in intercultural communication can lead to complete misunderstandings because it is assumed that all people within a certain group have the same characteristics. Therefore, both positive and negative stereotypes in intercultural communication can result in unfounded generalisations, false evaluations and oversimplifications, thus forming the basis for unfair behavior and labelling towards those to whom they refer, in addition to discrimination and interpersonal conflicts. In the search for a model for successful intercultural communication, the principle that culturally specific information should not be applied to all members of a cultural group and that the uniqueness of each member of the group must be respected can be considered extremely important. Stereotypical classifications should not be resistant to change as they relate to relationships between people, which are highly susceptible to change. Successful intercultural communicators should be able to form an opinion based on their communication experience and independent observations, free from stereotypes that they may have consciously or unconsciously gained. Also, viewing the world from the prism of others, not only from our own egocentric and ethnocentric position, and not allowing stereotypes to act as "filters", which allow in only what is similar to our cultural behavior, are important in preventing the adverse effects of stereotypes on communication. Therefore, a recommendable model of successful and efficient intercultural communication is unburdened by bias and stereotypes towards the members of cultural groups different from our own.