Understanding the beliefs and values that influence the way we view others

The Power of Profiling

D

B

E

C

F

A

So… how many did you get

right ?

Let’s take a closer look at why we think the way we do…

We start building our beliefs when we’re young.

For example, think about the toy industry…

• Boys like sports, dinosaurs, trucks, and aggressive toys

(weapons, battle gear, etc.)• Girls like dolls, playing house, doing nails/hair/makeup

(ever notice the “girl toys” aisle is always full of pink stuff)?

Ok, so maybe the toy thing is messed up…

…but what other things are going on?

Wait. You mean that’s not true?

• All Asians can understand each other (at least a little) in their native language

…because they’re Asian?• People with physical disabilities also have a cognitive disability

…and should be spoken to like babies?• All Black people are of African origin and should be called

“African-Americans”

…including people with origins from the Philippines, Australia, India, Pakistan, or Caribbean islands like Jamaica?

What are some assumptions you’ve heard about others?

“A widely held but fixed and oversimplified image or idea of a particular type of person or

thing.”

(So basically…it’s a belief or idea that many people hold onto about someone or something, even though it

might not make sense)

Stereotypester·e·o·type

/ˈsterēəˌtīp/

What does Stereotyping mean to you?

Let’s try out your profiling skills

Any guesses who this person might be?…

Based on this description, what assumptions might you make about this person’s life?

• Didn’t learn to speak until about age 3• Slow learner and spoke slowly as a child• Jewish• Dropped out of high school• Failed college entrance exam and had to reapply a year later• Bad memory for names, dates, phone numbers• Never learned to swim or drive a car• Often disheveled and messy• Hates wearing socks

(aka “The Father of Modern Physics”)

Albert Einstein

• Einstein’s work redefined how we understand light, space, and time

• His work led to technology such as GPS, MP3 players, price scanners at the grocery store, TV, modern computers, etc.

• So…without Einstein, you wouldn’t have a lot of the cool devices you depend on!

Any guesses?

• Raised on a farm• Graduated high school with honors• Worked as a news anchor reporter• Starred in several movies, and also had many supporting roles• Struggled with weight issues throughout life• Won multiple awards for television, movies, and charity work• Loves dogs• Currently owns a farm• Popular author• One of the most influential people in America• Billionaire• Has had a fear of chewing gum since childhood

Let’s try again. What assumptions might you make about this person’s life?

Oprah Winfrey

Well, yeah…

Pretty impressive…

• Self-made billionaire • Loved Porsches as a child• Moved to a rough LA neighborhood and started a popular clothing line,

selling customized jeans to celebrities like Alice Cooper and Madonna• Known for restoring and occasionally selling street-ready, track-able hot-

rod cars (they’re not just pretty-looking) • True passion is vintage model 911 Porsches• Lifetime, has owned forty 911 Porsches, and currently owns 13• The last Porsche this person sold went for $302,000• Has been approached by several brands including Nike, Oakley, Volvo and

Bentley for help with design expertise• Known as the world’s most prized restorer of 911 Porsches

Last try. What assumptions might you make about this person’s life?

Magnus Walker

Guess you don’t have

to fit in to make it big...

Do you think he looks

like a billionaire?

Marketing with Stereotypes

It’s funny, but all kidding aside…

• Why did we show this clip? Why is it relevant to this subject?• What are your thoughts after watching the clip?• Do you think this kind of marketing works?• Why would companies use stereotyping and profiling as a

marketing tool? How is it useful?• How can we avoid letting stereotypes influence us?• Aside from this commercial, how might profiling people

(based on stereotypes) affect how you behave in school?• Think of different situations throughout the day…PE, class time,

lunch, recess, on the bus, etc.

Stereotypes cause us to profile based on prejudice

• Studies tells us what happens to victims of stereotypes & prejudice:

• (Ex: Someone says girls aren’t good at math)…• Increased Aggression & Hostility• Increased Anxiety• Feel pressure to conform (or pressure to beat the stereotype)• Over-eating / Unhealthy eating/drinking, use of alcohol, drugs to cope• Inability to focus / high distractibility (your mind is not on the task)• Poor/decreased performance on tasks• Lowered self-control• Difficulty making rational decisions

Once the incident is over, it’s over…right?

• These effects linger due to the feelings and memories linked to incidents, (or ongoing exposure), impacting life decisions.

• Even if you haven’t been a victim of stereotyping, you probably make a lot of decisions based on your fear of being stereotyped.

• Ex: A guy wants to be a nurse, but might avoid choosing that career because of negative stereotypes about that profession. (He thinks “it’s a woman’s job”).

• Ex: A girl feels pressure to get married and have kids even though she doesn’t want to (people wonder what’s wrong if she didn’t do these things)

•Source: Singletary, Ruggs, Hebl, & Davies. (2009). Literature Overview: Stereotype Threat:

Causes, Effects, and Remedies, www.AWEonline.org