STEREOTYPES IN SERBIAN TV COMMERCIALS

Text topic: Ethics of Media

Text author: Маја Ћирић

The article is conceived as a metatext that identifies stereotypes in the local commercials industry and interprets them as a possible reflection of the late capitalism ideology. The chosen commercial stereotypes I consider here as a symbolic representations, based on “active process of selection, presentation, structuring and shaping”. Understood as idea and value, ideology supports basic elements of one’s identity operating with stereotypes, which for their part “narrow, condense, simplify” these elements. The aim was to map concrete individual stereotypes, and in the same time investigate whether stereotypes in commercials are also collective themes, i.e. social processes. I tried to establish a theoretical platform for understanding intentions underlying potential creation of a social tissue, which will eventually suggest a more consistent and ethically more desirable representation.