Stereotipai ir jų devizualizacija tarpkultūrinėje komunikacijoje
Stereotypes and their devisualisation in intercultural communication

Summary/Abstract: The article deals with stereotype as a cultural phenomenon. The mechanism of its origin and working, social functions and meaning in intercultural communication is disclosed. Stereotypes are shown to perform ambivalent functions. On the one hand, they explain the man’s behaviour, presenting simple and clear information about his sociocultural features; they predict the possible partner’s actions during communication; they form the grounds of personal behaviour in communication with a partner. On the other hand, they accumulate not only the appropriate information influencing our attitude towards phenomena, but also appropriate images and visions formed on the basis of visual experience. Therefore, they are marked visually. Namely the visual side of stereotypes – visuality – mostly determines not only the force of their impact and command, but also makes intercultural communication rather difficult. There is risen the idea that appropriate attention to acquisition of intercultural competences (linguistic, cultural and communicative) may serve as an effective condition for the devisualisation of stereotypical behaviour and thus to ensure a proper and full-scale communication and cooperation among representatives of different cultures.

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