Regional Formation and Development Studies

The article examines the theoretical approach of the terms stereotypes and occupational stereotyping. The term “stereotype” is seldom encountered in the sociological or economical papers dealing with farmer, farming and agriculture. There are existing differences of characteristics of stereotypes therefore article will try to detect features described by W. Lipmann, R. Dyer, S. Oskamp, R. W. Schultz and others. Some of the definitions offer thought that stereotypes are oversimplifications or generalizations while they are more complicated as it seems from the first sight. The current article will discover sociological concern of how stereotypes function in social thought and the specific concerns how stereotypes function in urban youth thoughts. Article will distinguish negative, neutral and positive stereotypes. The article will include both qualitative and quantitative research methods in order to reveal Lithuanian and Latvian urban youth perceptions and stereotypes of Farmer and Agriculture.