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Prejudice represents preconceived ideas or understandings about individuals or groups that are arrived at without full and adequate knowledge about the individuals or groups. Occurring across social categories, prejudice may involve making judgments regarding others based upon age, body size, disability, ethnicity, gender, homelessness, race, religion, sexual orientation, social class, or other characteristics. Prejudices regarding gender have been a particularly pernicious problem with regard to media portrayals of women and men. Women historically have suffered from prejudice in media representations as a result of representations that reinforce popular stereotypes. This includes showing women as physically weaker than men, more unstable mentally, more emotional, less able to put aside personal feelings, less able to perform under pressure, and less able to function in high-stress settings. To be sure, such prejudiced representations of gender have also proven damaging to many men and boys, but women and girls especially have been harmed. Prejudicial beliefs traffic through media content and production and have been present in many representations of women over the past few centuries and across various media.

Media representation has contributed to casting a prejudicial belief of women as physically weaker than men, less mentally stable, less in control of their emotions, less able to perform under pressure, and less able to function in high-stress settings.

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Social Construction of Prejudice

Little thought was given, nor was much research conducted, regarding prejudice before the 1920s. Until that point, discussions regarding prejudice tended to center on attempts to prove white supremacy. Beginning in the 1930s, however, concerns about the anti-Semitism cultivated by the Nazis and other right-wing groups caused psychologists and sociologists to examine the pathological roots undergirding prejudice. These researchers began to explore whether certain personality syndromes could be linked to prejudice. Theodor Adorno posited that prejudice was a manifestation of an authoritarian personality. Those with authoritarian personalities represented rigid thinkers who approached the world as a series of black-and-white decisions, obeyed authority, and sought strict adherence to social hierarchies and rules. This authoritarian outlook caused its adherents to be more likely to be prejudiced against groups who displayed characteristics of lower status, whether those were demonstrated by gender, race, ethnicity, religion, or some other marker.

Building upon Adorno's findings, during the 1950s psychologist Gordon Allport linked prejudice to categorical thinking. Allport, one of the founders of the school of personality psychology, believed that prejudice was a normal process for humans, one of the ways in which individuals make sense of the world around them. As such, prejudice does not necessarily represent hatred for others but instead demonstrates favoritism toward one's own in-group. While categories are necessary for individuals to prejudge new situations, ultimate attribution error, first described by social psychologist Thomas Pettigrew, may also play a role in prejudice. Ultimate attribution error occurs when in-group members attribute negative behaviors in those from other groups (out-group members) to dispositional causes, whereas they attribute positive behaviors in that out-group to luck or special advantage, a fluke or an exception, high motivation and effort, or situational factors. Representations of out-groups, when perpetuated through beliefs of in-group members and reinforced through the media, can become very difficult to shake, and they buttress prejudice against out-group members. While prejudice can arise out of almost any topic, prejudices related to a person's ethnicity, gender, nationality, race, religious affiliation, sexual orientation, and socioeconomic status are especially difficult to disregard for individuals with a predisposition toward them.

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