THE REPRESENTATION OF THE ‘OTHERS’ IN MEDIA: (RE)PRODUCTION OF STEREOTYPES AND COUNTER-STRATEGIES OF OTHERING

Abstract

The paper reviews the modern theoretical models of stereotipization and representation of the Otherness. The author follows the ideas of S. Gilman and uses literature and media examples to make a comparison between pathological and non-pathological perceptions and representations: the former tend to have hegemonic attitude towards Otherness; the latter highlight its value. The author describes such pathological forms as depersonification, fragmentation, fetishization, exoticization, pathologization, and homogenization. The following three counter-strategies of representation of the ‘Others’ in the media are singled out: 1) creation of new positive stereotypes of Others, 2) transfer of positive images of Otherness on those manifestations of Otherness that perceived negatively in the media, and finally, 3) clash of ambivalent stereotypes of ‘Others’ through critical discourse analysis and allowing them speaking out.