"It was Lippmann who gave us the concept of the "stereotype" (1922), which was basically a continuation of the Jungian concept of the archetype (1919) by other means. To Lippmann, the world outside our borders exists in a different space, consciously, from our own. We develop notions about life in those countries, their cultures, attitudes, and values, without ever going there. Yet, their political situation affects our own; they exert a political influence--either through trade, communications, or transportation--on life in our own country even though we live in a constant state of unawareness of those countries, cultures, politics. The effect of these forces on us is invisible, but real. We then develop mental images--stereotypes--of the citizens of these countries, and it is upon the stereotypes that we act. The stereotypes determine our actions and reactions; like the stereotypes of the Islamic fundamentalist, the Vietcong revolutionary, the Red Peril, they are easy targets, and the stereotype communicates a specific message, is, in terms familiar to the deconstructionism of Derrida, a text. Stereotypes can be created, and manipulated, by the gurus of mass communication and psychological warfare. Stereotypes are culturally-loaded and therefore not "value neutral." We make snap judgments based on the nature of the stereotype; in the hands of the psy-war expert, a stereotype does not contain much complexity or depth. The idea is not to make the target think too clearly or too profoundly about the "text" but instead to react, in a Pavlovian manner, to the stimulus it provides."