CULTURAL STEREOTYPES AND POSITIONING THEORY

This paper addresses the application of positioning theory, a new emer ging theoretical scheme on the issue of cultural stereotyping. First, a critical conceptual analysis of the words 'cultural stereotype' is p resented. Secondly, the basic tenets of positioning theory are outline d. Finally, it will be demonstrated how the framework of positioning t heory can be used to analytically refine the concept of cultural stere otype. The main upshot of the article is that within social psychology , the concept of cultural stereotype is used in a conceptually vague a nd blurred way and that, with the necessary conceptual refinements, ot her research-agendas on stereotypes will have to be tackled if social psychologists want to contribute anything to the societal efforts of c hanging stereotypes.