Examining stereotypes in a dynamic social order: the stereotype content model in India

Stereotypes are tools of social perception that attribute a superficial uniformity to individuals within a social group, providing an instrument to assess individuals and groups. The stereotype content model (SCM) provides a framework for understanding these dynamics. SCM explores how groups are stereotyped on competence and warmth. This research utilizes the SCM to study India, a heterogenous society with diverse social groups. The purpose of this paper is to study caste stereotypes using SCM within India while also comparing two distinct regions of the country - the north and the south. This study is unique because (a) earlier studies have not explored stereotyping while recognizing the regional variations "within" India and (b) it applies SCM to caste. We also include how caste perceptions are further defined for groups that fall under the affirmative action program. Using Amazon's Mechanical Turk, we recruited subjects who responded to questions that assessed stereotypes of different social groups. The results indicate the presence of more ambivalent stereotypes and higher belief in karmic ideology in the four southern states compared to the northern states. Possible explanations discussed.