Post on 09-May-2020
STEREOTYPE AND TECHNOLOGY
Dr. Wahyu Rahardjo - Gunadarma University
What is Stereotype?
A generalization about a group of people in
which identical characteristics are assigned
to virtually all members of the group,
regardless of actual variation among the
members (Aronson, Wilson, Akert, &
Sommers, 2015)
Stereotype is beyond categorization
Stereotyping is a cognitive process, and
stereotypes can be positive as well as
negative
If you like a group, your stereotype will be
positive, but if you dislike the group, your
stereotype of the same behavior will be
negative
To the extent that a stereotype is based on
experience and accurately identifies certain
attributes of a group overall, it can be an adaptive,
shorthand way of dealing with complex situations
However, if the stereotype blinds us to individual
differences within a class of people, it can become
maladaptive, unfair, and harmful both to the person
holding the stereotype and the individuals being
lumped into that category
Steretype & Scheme
A mental structure that organizes our knowledge of the
social world
Influence how our information is
recorded, the way we think, and we
remember
Covers our knowledge of various
things, such as the presence of others, ourself, social roles
Used to organize what we know and
interpret new situations
Schemes
Gender & race
Age
Stereotype
Technophobic & Elderly
A person who fears, dislikes or
avoids new technology (Kool
& Agrawal, 2016)
The elderly are commonly depicted as technophobic →
but is this really so, or is it only
a stereotype?
https://www.123rf.com/stock-
photo/technophobia.html?sti=mapi21v1goteiha
maw|
Still, there is technology knowledge gap
between generation in the office, but if the office
management is able to change the perceptions
and the patterns usage, the elder will learn how
to use technology efficiently (Neves & Amaro,
2012)
Technology complexity is the main problem for elder user (Nimrod, 2018) → raising the negative
perceptions and anxiety for how to use the
technology (Ha, Page, & Thorsteinsson, 2011)
Younger adults who presented higher ICT skills →
increasing computer anxiety in elder (Ivan &
Schiau, 2016)
Focus on the improvement of technology self-
efficacy
https://mrhillmusings.com/2017/10/29/my-advice-for-technophobic-teachers/
https://www.activeadvice.eu/news/market-insights/are-older-adults-technophobic/
Stereotype in Social Media Selfies
Some poses being perceived as so gender oriented → the findings is more clearer in social
media settings (in Facebook and Instagram)
rather than in magazine advertisements (Doring,
Reif, & Poeschl, 2016)
(Doring, Reif, & Poeschl, 2016)
(Doring, Reif, & Poeschl, 2016)
(Doring, Reif, & Poeschl, 2016)
Study Oberst, Renau, Chamarro, & Carbonell (2016)
A lot of Facebook users have profile picture less
gender stereotype
Female user have more less picture gender
stereotype
It is because (1) a change in gender stereotype, (2)
the trend toward more self descriptions as
androgynous, (3) a progressive normalization of
Facebook use, and (4) educational campaigns for
safer use
Gender & Gameplay Performers
Study from Kaye & Pennington (2016)
Social games → stereotypes such as
competent-incompetent, able-unable, expert-
novice, girl-boy has threatened female game
players performance
Intervention based on multiple social identities
frame could increase the performance
Study from Paaben, Morgenroth, and
Stratemeyer (2017)
Game player or gamer is men, not women →
stereotype
Female players who achieve a moderate level
of competence are actively marginalized
Is the Positive Stereotype Has
Positive Effects?
http://www.republikseo.web.id/2016/04/hit-obat-nyamuk.html https://www.slideshare.net/LaithEidMBA/persuasive-techniques-32755553
Similar to hallo effect → reducing allertness,
too much flattering, less criticism, arousing
skepticism
Increasing inferiority
Conclusion
Stereotype threat can be found related to the
use of technology
It include the way others perceived the age, the
sex and the gender orientation of technology
users
ReferencesAronson, E., Wilson, T. D., Akert, R. M., & Sommers, S. R. (2015). Social psychology (9th edition). New
York: Pearson.Doring, N., Reif, A., & Poeschl, S. (2016). How gender-stereotypical are selfies? A content analysis
and comparison with megazine adverts. Computers in Human Behavior, 55, 955-962. http://dx.doi.org/10.1016/j.chb.2015.10.001
He, J. G., Page, T., & Thorsteinsson, G. (2011). A study on technophobia and mobile device design. International Journal of Contents, 7(2), 17-25. doi: 10.5392/IJoC.2011.7.2.017
Ivan, L., & Schiau, I. (2016). Experiencing computer anxiety later in life: The role of stereotype threats. Proceeding Human Aspects of IT for the Aged Population: Design for Aging.
Kaye, L. K., & Pennington, C. R. (2016). “Girls can’t play”: The effects of stereotype threat on females’ gaming performance. Computers in Human Behavior, 59, 202-209. http://dx.doi.org/10.1016/j.chb.2016.02.020
Kool, V. K., & Agrawal, R. (2016). Psychology of technology. Cham: Springer.Neves, B. B., & Amaro, F. (2012). Too old for technology? How the elderly of Lisbon use and
perceive IT. The Journal of Community Informatics, 8(1), 1-11.Nimrod, G. (2018). Technophobia among older internet users. Educational Gerontology.
https://doi.org/10.1080/03601277.2018.1428145.Oberst, U., Renau, V., Chamarro, A., & Carbonell, X. (2016). Gender stereotypes in Facebook
profiles: Are women more female online? Computers in Human Behavior, 60, 559-564. http://dx.doi.org/10.1016/j.chb.2016.02.085
Paaben, B., Morgenroth, T., & Stratemeyer, M. (2017). What is a true gamer? The male gamer stereotype and the marginalization on women in video game culture. Sex Roles, 76, 421-435. https://doi.org/10.1007/s11199-016-0678-y