(Person) Percentage - Sabanci University Research Database

The Asian Media & Mass Communication Conference 2010 Osaka, Japan
(foundations, unions, clubs, even the cooperatives and affiliates which were got built by the
economic power where the private sector is directly dominating), and some irregulars who are
independent of the first group and who sometimes get in touch with the second group...
The environmentalist movement in Turkey has taken a route over the official platform making
itself accepted by taking consideration of economical priorities rather than a sustainable
development perspective. Moreover, the subject is seen as a marketing tool through
cooperation with non-governmental organizations and business world. The circle which acts
to warn about getting awareness of environmental problems and solutions to these problems is
composed of individuals who are called “irregulars” by Atauz. This circle often comprises the
groups that are reflected in media news as representatives.
This study primarily aims to evaluate how environmentalist are perceived in Turkey, whether
this perception has a stereotypical quality, and the role of media in this stereotyping. To
substantiate the subject, some assessments are made over some newspaper writings that might
be exemplifying the perception and representation of environmentalists in media.
1. Stereotypes and Media
The word stereotype comes from the printing procedure where papers are printed with a plate
called stereotype on which series of letters are placed. In connection, the word also implies a
uniform perpetuity with which each page is printed identically by the plate (Hartley, 2002:
215-216).
Etymologically, the word is seen to formed of stereos, Greek for hard, stable or permanent,
and typus, Latin for impression or printing. The concept thus indicates a fixed impression or
copy. In our day, one of the possible definitions of a stereotype is the over-generalization of
certain characteristics which are attributed to a whole social group or to a group belonging
(Gold, 2006: 412-413).
In other words, when examined by its symbolic meaning, the concept of stereotype expresses
habitual, conventional and often over-simplified understandings, opinions and beliefs about a
human, group, event or subject (Ibroscheva and Ramaprasad, 2008). Lippmann (1945: 3, 81-
90) describes stereotypes as “images inside our heads.” By this description, individuals pay
attention to a feature known and familiar to them and within this process they complete the
missing part of the picture through stereotypes within their minds. Stereotyping and defining
things without seeing and experiencing make a deep impact over all perception process.
Stereotypes can be negative or positive. Many researchers argue, however, that there might be
negative results and contents despite the usage of a positive stereotype since stereotypes
restrict the stereotyped group or individuals. That is, stereotypes cause groups and individuals
to be perceived and recognized in restricted ways (Gold, 2006: 412-413).
Stereotypes have emerged into the public life as a concept used for describing how some
certain qualities or properties could be attributed to the groups represented in media. This
media representation of groups often takes place by the application of negative impressions or
representations (Hartley, 2002: 215-216). This situation forms the basic connection point
between stereotypes and media. Such that, stereotypes and prejudices are learned in a social
environment which is weaved with general socialization agents, social communication
channels, social institutions, media and cultural products. In addition, these mechanisms play
a part in the perpetuation of the existing repertoire relating to stereotypes and prejudices
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