THE CONCEPT OF STEREOTYPE IN EARLY 21ST CENTURY SCIENCE

The article examines the concept of stereotype in science at the beginning of the 21st century, its structure, functions and role in intercultural communication. The article analyzes historical approaches to the definition of a social stereotype and modern interpretations in the Russian-language scientific literature. Special attention is paid to the cognitive, communicative and culturally specific nature of stereotypes, their influence on behavior and perception of social reality. The dual function of stereotypes is noted: they simplify and accelerate orientation in a new cultural environment, but they can hinder an adequate understanding of other cultures. The paper presents typologies of stereotypes, their national conditionality, as well as examples of their influence on intercultural communication and international marketing. The need for a comprehensive interdisciplinary approach to the study of stereotypes in modern society is emphasized.