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