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Competent and Cold: A Directed Content Analysis of Warmth and Competence Dimensions to Identify and Categorise Stereotypes of Scientists Portrayed in Meme-Based GIFs

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Title: Competent and Cold: A Directed Content Analysis of Warmth and Competence Dimensions to Identify and Categorise Stereotypes of Scientists Portrayed in Meme-Based GIFs
Language: English
Authors: Fujiwara, Y. (ORCID 0000-0001-7271-2013), Velasco, R. C. L. (ORCID 0000-0001-9572-3460), Jones, L. K. (ORCID 0000-0002-2322-3472), Hite, R. L. (ORCID 0000-0002-6275-3804)
Source: International Journal of Science Education. 2022 44(4):694-715.
Availability: Routledge. Available from: Taylor & Francis, Ltd. 530 Walnut Street Suite 850, Philadelphia, PA 19106. Tel: 800-354-1420; Tel: 215-625-8900; Fax: 215-207-0050; Web site: http://www.tandf.co.uk/journals
Peer Reviewed: Y
Page Count: 22
Publication Date: 2022
Document Type: Journal Articles
Reports - Research
Descriptors: Content Analysis, Social Media, Visual Aids, Scientists, Scientific Research, Stereotypes, Science Interests, Science Careers, Career Choice, Models, Computer Software, Interpersonal Competence, Personality Traits, Nonverbal Communication, Cognitive Ability, Creative Thinking, Professionalism
DOI: 10.1080/09500693.2022.2050560
ISSN: 0950-0693
1464-5289
Abstract: Memes within animated graphical interchange formats (GIFs) are developed and shared by Internet users to communicate cultural ideas, symbols, or practices for a wide global audience. Among the billions of GIFs shared internationally, some portray scientists engaged in scientific work. Media and science education scholarship alike have evidenced how scientists are portrayed can influence social perceptions of science and contribute to stereotypes that deter youth's interest in and affinity to science and science occupations. To understand what social perceptions of science may manifest from new media (GIFs), the present study ascertained stereotypes using Warmth and Competence constructs from Fiske's Stereotype Content Model (SCM). The SCM utilizes high, medium, and low warmth and competence dimensions found in media-based imagery to illuminate stereotypes. Researchers coded and categorised 287 meme-based GIFs of scientists sourced the largest online GIF repository, Giphy. A directed qualitative content analysis found high-competence and low-warmth dimensions most represented within the sample that theoretically (per SCM) represent perceptions that contribute to an envious stereotype with elements of admiration and contempt. This study suggests that although there have been improvements in the portrayals of scientists in media, however, GIFs may preserve and perpetuate the trope of the competent, yet cold, scientist.
Abstractor: As Provided
Entry Date: 2022
Accession Number: EJ1350724
Database: ERIC
FullText Text:
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  Data: Competent and Cold: A Directed Content Analysis of Warmth and Competence Dimensions to Identify and Categorise Stereotypes of Scientists Portrayed in Meme-Based GIFs
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  Data: <searchLink fieldCode="AR" term="%22Fujiwara%2C+Y%2E%22">Fujiwara, Y.</searchLink> (ORCID <externalLink term="http://orcid.org/0000-0001-7271-2013">0000-0001-7271-2013</externalLink>)<br /><searchLink fieldCode="AR" term="%22Velasco%2C+R%2E+C%2E+L%2E%22">Velasco, R. C. L.</searchLink> (ORCID <externalLink term="http://orcid.org/0000-0001-9572-3460">0000-0001-9572-3460</externalLink>)<br /><searchLink fieldCode="AR" term="%22Jones%2C+L%2E+K%2E%22">Jones, L. K.</searchLink> (ORCID <externalLink term="http://orcid.org/0000-0002-2322-3472">0000-0002-2322-3472</externalLink>)<br /><searchLink fieldCode="AR" term="%22Hite%2C+R%2E+L%2E%22">Hite, R. L.</searchLink> (ORCID <externalLink term="http://orcid.org/0000-0002-6275-3804">0000-0002-6275-3804</externalLink>)
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  Data: Routledge. Available from: Taylor & Francis, Ltd. 530 Walnut Street Suite 850, Philadelphia, PA 19106. Tel: 800-354-1420; Tel: 215-625-8900; Fax: 215-207-0050; Web site: http://www.tandf.co.uk/journals
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  Data: Memes within animated graphical interchange formats (GIFs) are developed and shared by Internet users to communicate cultural ideas, symbols, or practices for a wide global audience. Among the billions of GIFs shared internationally, some portray scientists engaged in scientific work. Media and science education scholarship alike have evidenced how scientists are portrayed can influence social perceptions of science and contribute to stereotypes that deter youth's interest in and affinity to science and science occupations. To understand what social perceptions of science may manifest from new media (GIFs), the present study ascertained stereotypes using Warmth and Competence constructs from Fiske's Stereotype Content Model (SCM). The SCM utilizes high, medium, and low warmth and competence dimensions found in media-based imagery to illuminate stereotypes. Researchers coded and categorised 287 meme-based GIFs of scientists sourced the largest online GIF repository, Giphy. A directed qualitative content analysis found high-competence and low-warmth dimensions most represented within the sample that theoretically (per SCM) represent perceptions that contribute to an envious stereotype with elements of admiration and contempt. This study suggests that although there have been improvements in the portrayals of scientists in media, however, GIFs may preserve and perpetuate the trope of the competent, yet cold, scientist.
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