We live in a world of constant change. It is transforming perpetually to the extent that we very often find it difficult to keep up with. We don’t expect things to stand still anymore. Yet, despite that we still hold some preconceptions about people, things or ideas, something that doesn’t change. We become victims of stereotypes, both by projecting them onto others and by being stereotyped by others. Whether we believe them or not, we have got certain images in our minds that we firmly hold on to and unconsciously refuse to let go. Stereotypical image is a composite made of different sources and forms. Therefore, a strong distinction needs to be made between an image and a picture, the former hasn’t got a material form, it is intangible. Accordingly, a stereotypical image would be made of physical pictures, drawings, paintings, but also a mental or acoustic image, so it essentially becomes a combination of different types of images. If we were to call upon an image of ‘a housewife’ or ‘an alcoholic’ it would elicit certain images and pictures in our minds, that we have acquired throughout our lives. Stereotypes are developed through various apparatuses of newspapers, movies etc. We live with them whether we believe them or not, they construct a significant part of popular culture. Etymologically stereotype was a certain kind of plate or a mould, which was being used to reproduce a newspaper or a magazine. Over a period of time it acquired a meaning of a fixed image and this is essentially what an idea of a stereotype is today. In today’s society the word stereotype is almost always a term of abuse. However, when Walter Lippmann formulated the term, he did not want it to be a pejorative commentary on certain groups. He talks about an absolute necessity and usefulness of stereotypes as well as their limitations and ideological implications.
‘A pattern of stereotypes is not neutral. It is not merely a way of substituting order for the great blooming, buzzing confusion of reality. It is not merely a short cut. It is all these thing and something more. It is the guarantee of our self-respect; it is the projection upon the world of our own sense of our own value, our own position and our own rights. The stereotypes are, therefore, highly charged with the feelings that are attached to them. They are the fortress of our tradition, and behind its defenses we can continue to feel ourselves safe in the position we occupy ’. We shall consider Walter Lippmann’s systematization of how stereotypes work. In his 1922 book ‘public opinion’ he presents ideas which discern different aspects of stereotypes and helps us to understand them. He talks about stereotypes as (i) an ordering process, (ii) a ‘short cut’, (iii) referring to ‘the world’, and (iv) expressing ‘our’ values and beliefs. In this essay I’m going to follow up the ideas raised by Lippmann, and I’m going to compile them with two advertising photographs that sustain the stereotypical view that society carries. The first image (below) is an advertisement by Dolce & Gabbana and it depicts three man wearing clothes from Dolce & Gabbana and one man overpowering a restrained female, who is wearing revealing clothes. Does this ad convey the idea that men who wear their (D&G’s) clothes can dominate and overpower women? Does it mean that women become obedient to men wearing these clothes? What it suggests is a rape scene, a ‘gang bang’. This only serves the stereotype and sustains the idea of male dominance in the society. They could have shown the people having fun, but would it achieve the same results? Would such depiction sell the product well?

Richard Dyer, The Matter of Images: Essays on Representation, Rottherhda, 1993, Walter Lippmann “public opinion”1922