After the first democratic election that took place in South Africa in 1994, numerous changes
occurred within the labour force. The labour force has become increasingly diverse with
individuals from different races, genders and ages now fulfilling various positions within
organisations. Consequently, organisations have become more focused on managing this
diverse workforce and eliminating stereotypes, and consequently discrimination that
accompanies this diversity. Stereotypes that are formed within organisations can be based on
various criteria and, if not addressed, can lead to various negative consequences for both the
individual and the organisation. It therefore seems that stereotypes are an important topic to
research, specifically within the unique South African context.
The objective of this study was to explore the prevalent stereotypes and the experiences
thereof among individuals working in selected South African organisations. Within the social
constructivism paradigm using an emic perspective, qualitative research from both a
phenomenological and hermeneutic approach was employed to achieve the objectives of this
study. Both purposive and convenience sampling was used for the purpose of this study after
utilising a multiple case study strategy. Employees of selected South African organisations
(N = 336) were involved in this research study. These organisations formed part of the
following employment sectors: banking, higher education institutions, mining, municipalities,
nursing, police services, primary and secondary schools, and restaurant industry. Data was
collected by making use of semi-structured interviews, and data analysis was achieved by
means of thematic analysis.
The results of this study indicated that individuals working in selected South African
organisations are familiar with the meaning of stereotypes and that they are consciously aware of the origin of stereotypes. Results indicated that although not all of the participants
have had direct experiences with stereotyped groups, they are well aware that stereotypes are
also caused by indirect sources.
The results of this study also illustrate that various stereotypes exist within selected South
African organisations. It was explored on an out-group and in-group level. It was found that
not only do employees stereotype others (out-group), they are also well aware of being
stereotyped themselves (in-group). The most prevalent stereotypes were based on race,
gender, age, occupation, and other work-related dimensions. Stereotypes based on race,
gender and age were based on the internal dimensions of diversity. Stereotypes were also
based on the external and organisational dimensions of diversity and included occupation,
physical appearance, position, qualification, and duration in organisation. Interesting to note
is that with in-group occupational stereotyping, most employees felt they are also stereotyped
on their internal dimensional characteristics (race, gender and age).
Stereotyped occupations include: academics, administration staff, educators, engineers,
finance, human resources, librarians, mining, nursing, police and restaurant waitrons. The
findings of this study also showed that when individuals experience in-group stereotypes,
they react to these stereotypes on a cognitive, behavioural or emotional level. Results
indicated that participants mostly reacted to stereotypes in a cognitive manner and most of
these experiences were negative in nature. Recommendations with regard to future research
and practice were made. Managers within organisations should eliminate stereotypes from
organisational practices and decision-making by not focusing on irrelevant personal
differences, but rather on performance-related information. Employees should be trained and
educated by the organisation regarding stereotypes and the effects thereof. Employees should
also be provided with an opportunity to interact with diverse people within the organisation. / PhD (Industrial Psychology), North-West University, Potchefstroom Campus, 2014
| Identifer | oai:union.ndltd.org:NWUBOLOKA1/oai:dspace.nwu.ac.za:10394/13147 |
| Date | January 2014 |
| Creators | Brink, Lizelle |
| Source Sets | North-West University |
| Language | English |
| Detected Language | English |
| Type | Thesis |
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