Measuring social stereotypes with the Photo Projective Method

Takuya Okamoto1, Takehiro Fujihara1, Junzo Kato2, Koji Kosugi3, Naoki Nakazato4, Yoshifumi Hayashi4, Hiromi Ikeuchi5, Noriko Nakagawa6, Kumiko Mori1, Hiroshi Nonami1
1School of Sociology, Kwansei Gakuin University, Japan
2Faculty of Human Science, Osaka International University, Japan
3Japan Society for the Promotion of Science Fellowship, Nishinomiya, Japan
4Graduate School of Sociology, Kwansei Gakuin University, Japan
5School of Sociology, Kansai University, Japan
6Faculty of Service Industries, Ryutsu Kagaku University, Japan
Cite this article:  Okamoto, T. , Fujihara, T. , Kato, J. , Kosugi, K. , Nakazato, N. , Hayashi, Y. , Ikeuchi, H. , Nakagawa, N. , Mori, K. , & Nonami, H. (2006). Measuring social stereotypes with the Photo Projective Method. Social Behavior and Personality: An international journal, 34, 319-332.

Volume 34 Issue 3 | e1478 | Published: April 2006 | DOI: https://doi.org/10.2224/sbp.2006.34.3.319

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This study aimed to measure social stereotypes with the Photo Projective Method (PPM) developed by Noda (1988). PPM is a new technique based on a projective method to capture perceived environments by photographs. Ten university students were provided with cameras and requested to take three pictures of "something representative of our university" and three pictures of "something not representative of our university." The results showed that stereotypes were measured on a microlevel and macrolevel by PPM. Also PPM allowed participants greater freedom in response production, therefore eliciting far more elaborate responses than language-based methodologies. The possibilities and advantages of PPM for measuring social identity, social representation, and other areas of social cognition are discussed.

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