Sidorenko V.A. Stereotyping of Thinking as a Cultural Knowledge Transmission Factor

Vladimir A. Sidorenko
Candidate of Sciences (Philosophy), Associate Professor, Department of Philosophy, Law, Social and Humanitarian Sciences, Saint Luka Lugansk State Medical University
Kvartal 50 Let Oborony Luganska, 1g, 91045 Lugansk
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Abstract. Stereotyping of thinking is a direct consequence of the rapidly increasing amount of information transmitted in the system of intra-cultural and intercultural communication. Stereotyping distributes the cognitive load on categorization and systematization of cultural knowledge between subjects of communication, allowing them to save physiologically limited mental resources. Stereotyped information is more adapted for direct use in solving problems facing the individual than unprocessed volumes that require understanding. One of the functions of the stereotype is the role of a socio-cultural filter that passes only the information that is consistent with the already formed system of cognitive schemes of its recipient. From the standpoint of linguistics, the prototype theory is confirmed by the analysis of units expressing the degree of prototypicality. At the same time, stable protoand stereotypes are transformed into archetypes, this fact has both a positive and negative effect – instead of effective communication schemes in modern conditions, archetyped programs come to life. Communication schemes can activate religious and other cultural attitudes instead of the actual ones which initially were supposed to be used for solving the problem. The fundamentalism of simple images considered as cultural schemes activates the potential for rejection of proto- and stereotypes, undermining their legitimacy. In the prototype-stereotype-archetype chain, the communicative potential of information components increases along with the growth in external influence on the subject's cognitive system. At the same time, the stereotyping of cultural knowledge can be used for collective programming of a social group, determining its common vector of development. Moreover, repeatedly tested and retransmitted stereotypes pass into the category of archetypes, forming the collective basis of a cultural community. In addition to that, an increase in the dependence of an individual on the transmitted information, including stereotypical information, leads to a decrease in his creative potential, forming in modern society a consumer attitude not only to the material world but also to cultural knowledge.
Key words: cultural prototype, stereotype, archetype, cognitive economy, categorization, collective programming.

Stereotyping of Thinking as a Cultural Knowledge Transmission Factor by Sidorenko V.A. is licensed under Attribution 4.0 International

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