A stereotype is a generalisation made to categorise a group of people and represent them. An archetype is the original pattern or model in which all things of the same kind are based on or copied.
Theorist O'Sullivan described a stereotype as ‘a label which involves a process of categorisation and evaluation. Although it may refer to situations or places, it is most often used in conjunction with representations of social groups.’
Stereotypes and archetypes are widely used in the media. Examples of stereotypes within the media commonly surround race, suggesting that Black people are better at sports or play the more 'villainous' character, men and women, suggesting that men are strong and women are weak, cultures and countries, implying that all Americans are lazy and obese and all Arabs and Muslims are terrorists, individual groups within society consisting of all blondes being unintelligent, all teenagers are rebels and all children don't enjoy healthy food and sexual suggesting that a feminine man is gay and a masculine woman is a lesbian.
Archetypes are symbols or characters that are seen frequently in either myths or literature and are easily recognisable. However this has transferred to the media where an archetype is a characteristic that is repeated in different stories within the media; examples of archetypes would be the hero, the damsel in distress or the battle between good and evil.
The word 'stereotype' can mean various things to different audiences. Some may see it as an image or representation within society, something that should be regarded as an image to conform to as a set form or convention or something that should not be encouraged as a preconceived perception effects society and prevents people from expressing who they truly are; one example of this can be seen in sexuality where people are in fear of being judged by society.
