Examining Stereotypes of Scientists From Meme-Based GIFs Using Warmth and Competence Constructs

• In Event: Reimagining Equity in Science Education

Abstract

Memes within graphical interchange formats (GIFs) are developed and shared for a wide global audience via the Internet. One subject of meme-based GIFs are scientists. Media-based scholarship has evidenced concern of the social perceptions of science and how scientists are portrayed. This study explored stereotypes using Warmth and Competence constructs from Fiske’s Stereotype Content Model to code and categorize 287 meme-based GIFs of scientists sourced the online Giphy repository. Analyses found the stereotype most represented was the high-competence and low-warmth constructs followed by the high-competence and low-warmth stereotype constructs. 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.

Authors

• Yujiro Fujiwara, Concordia International School Shanghai

• Richard Velasco, The University of Iowa

• Lee Kenneth Jones, St Johnsbury Academy, Jeju

• Rebecca Hite, Texas Tech University