National stereotypes and perceived mass media exposure

Stereotyping has been shown to be a significant force in the way individu- als view and evaluate the world. Studies of sex-role stereotyping and racial stereo- typing have demonstrated that media have some effect on the formation and perpetuation of stereotypes. This study focuses on the national stereotypes of Germans, English, French and Swedes held by Americans, and whether these stereotypes are correlated with perceived media use.

Using a groundbreaking study by Katz and Braly (1933) as a guide, an adjective checklist-type questionnaire designed to measure the stereotypes of these four national groups was developed through a series of unstructured inter- views with undergraduates. Questions about perceived media exposure to the national groups through TV news, TV entertainment, movies, newspapers, maga- zines and advertising were added to the questionnaire. Other factors, including language study, travel experience, perceived knowledge about and relationships with members of the national groups were also measured.

A concept map of the adjectives and the nationalities was generated, along with a dendrogram and frequency scale. From these analyses, a concrete picture of the stereotype of the Germans, English, French and Swedes emerged. Germans were described as "beer-drinking," "hard-working," "stubborn," "nationalistic, "disciplined" and "racist." The English were "witty," "proper," "articulate," "for- mal," "conservative," "sophisticated" and "intelligent." The French stereotype was"dirty," "passionate," "sexy" and "arrogant." The Swedes were described as "na- ive," "shy," "dumb," "wholesome," "healthy," "blond," "laid-back," "good-looking," "friendly," "clean" and "sexy."

Stereotyping was then compared with perceived mass media use and the other factors listed above. No significant correlation was found between stereotyp- ing and perceived mass media exposure or between stereotyping and language study, travel experience, perceived knowledge about and relationships with members of the national groups.