CULTURAL STEREOTYPES – A REVIVAL OF BOSCHE’S VIEW

Аннотация

The analysis of cultural stereotypes is important for different areas of knowledge. It is usually considered that psychology is concerned about these issues, but this subject is also of interest for some economic subdomains. One of these sub-domains is intercultural management, which attempts to provide intercultural diagnostic models to highlight cultural specific elements and cultural differences and to provide recommen– dations to valorize them in management. There are even intercultural diagnostic models that are based on the analysis of cultural stereotypes due to their connection with attitudes, values, social norms, therefore of their ability to capture cultural specific aspects. The Bosche approach presented in this article is part of this category. Although the results were not very edifying in terms of cultural specificity, the author noticing the differences between self-stereotypes and hetero-stereotypes, the highlighted conceptual, methodological and epistemological aspects have of special importance allowing their valorization in future intercultural studies.