STEREOTYPE INFLUENCE ON CROSS-CULTURAL COMMUNICATION

The article deals with the role of stereotypes in cross-cultural communication. There is information on the origin of the term "stereotype" and its several definitions. The author gives the classification of stereotypes which divides them into behaviour stereotypes and stereotype-ideas of an object or a situation. The article mentions the main trends and sources shaping stereotypes. The author focuses on stereotypes which at first sight seem to be analogous in different cultures but, in fact, they differ in nuances playing a decisive role in cross-cultural communication. There are examples of such stereotypes in the article. The author analyzes different approaches and attitudes to stereotypes and also their role in cross-cultural communication. Some claim that stereotypes can cause problems in cross-cultural communication as they concentrate on generalized simplified perceptions of a certain nation and ignore the fact that every person is unique. Others (the author is included in this group) consider that stereotypes can play a positive role in cross-cultural communication since they help people to overcome culture shock in a strange ethnic environment, to acquire basic knowledge about another nation and also they are an important component of success in a business sphere.