Jovo Bakić

Faculty of Philosophy

Belgrad

STEREOTYPES ABOUT THE SERBS IN PUBLIC OF SOME WESTERN NATIONS

Summary

Stereotypes have two components: cognitive and motivational are in focus of social psychology, on the one side, and ideological and functional are in focus of sociology, on the other. The author stresses the significance of taking into consideration both of them because it is the only way for complete understanding of the phenomenon. The analysis shows the historical background, motives and functions of the stereotype formation about the Serbs as well as the other nations of Balkans. Western public cultivates negative stereotypes about whole Balkans as well as about “Orient”, “orthodox civilization” and the Slavs at least in last two centuries. The stereotypes about communists are important because of communist’s background of Milosevic’s regime.

Key words: stereotypes, civilization, function, ideology, motive, Balkans, Orient.