Cross cultural understanding: a handbook to understand others’ cultures

 
 
 
 

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Cross Cultural Understanding | 33 
 
Figure 3.4: Gender stereotypes 
 
B.
 
Stereotypes in Media 
Many films, advertisements and television programs show 
men engaged in physically demanding pursuits such as sport, 
rock-climbing, and beach surfing or canoeing. They also 
show young boys playing with action toys such as trucks, 
robots and super-hero figures. On the other hand, the same 
media shows young girls putting on make-up, brushing their 
hair and generally worrying about their overall appearance. 

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34 | Cross Cultural Understanding 
Some other advertisements show mothers serving meals to 
their families. The depiction of women in such roles suggests 
that they are good at performing household chores and 
taking care of their appearances and they are eventually 
stereotyped by these traits.
In literature and art, stereotypes are clichéd or predictable 
characters or situations. Related to this, Violet H. Harada 
(James, 1996) conducted a research about stereotypes and 
biases in recent Asian American fiction for adolescents. 
Several generalizations emerged from this study. The 
prevailing image of Asians American as a member of a 
model minority appeared in over half of the fiction. To a 
lesser extent, Asian American characters were described as 
Asian in physical but strived to be American on the inside.
Inaccurate or restricted mention of cultural details also 
occurred. References to Japanese culture were limited to 
discussion on Ikebana-the art of flower arrangement-, and 
Zen. The only aspect of culture shared by the Chinese was 
references to eating rice and drinking tea.
Fictions in particular, can be a powerful and natural 
vehicle providing a thoughtful reflection of the values and 
beliefs of a culture. All writers must accept the challenge and 
responsibility of a weaving authentic details and accurate 
cultural information into quality works for the readers. 

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Cross Cultural Understanding | 35