Cardwell 1996 Stereotypes.pdf

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The social and cultural background in which a person lives can have a significant influence on the development of a certain stereotype. For example, in Western society, various sports and games are particularly popular among women, who like to play them. Because of this, the female stereotype of a woman who likes sports is likely to become more and more pronounced (Gould and Golden 1989). Such a stereotype may result in the preference for tall women because society advertises these women as the most athletic ones, and tallness is perceived as an indicator of athletic characteristics.

In addition to stereotypes, the self-fulfilling prophecies and Pygmalion effect can also influence the preference for tall men. While the Pygmalion effect shows that a person can be influenced by the positive stereotype of his short stature, the self-fulfilling prophecies suggest that a person can be influenced by the negative stereotype of his tall stature. The self-fulfilling prophecies would be particularly useful in explaining the preference for short men: women tend to associate masculine features with their partners, and these features can be determined by the self-fulfilling prophecies even without the women’s awareness (Renfro and Maccoby 1973).

The stability and self-perpetuating nature of stereotypes can explain how the preference for tall men develops even within an individual who is not yet aware of his height. But it does not imply the reason why the preference for tall men is so strong among the women and why it resists the attempt to change the preference. The answer to this question requires a study on the influence of cultural contexts on the trait. It seems plausible that cultural contexts could exert their influence on the height preference not only through stereotypes, but also through the Pygmalion effect and the self-fulfilling prophecies. It might be that certain features of tallness are determined by the cultural context in the way that certain aspects of women’s bodies are determined by the context of menstruation: both shift toward stability, and thus become more noticeable in the society (Gould and Golden 1989).

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