Stereotype and Prejudice Communication Management _ The Social Role Of Women in Minority Gorup in Makassar,Indonesia

Majority ethnic group Bugis-Makassar and minority ethnic Toraja coexistence in urban social environment. Ethnic differentiation still become an obstacle in the interaction, such as prejudice and stereotype that attached in individual and groups. To overcome those problems, the social role of women in family and social community groups become key to manage minority ethnic stereotype especially in Makassar. Urban women’s social role have transformed as reaction to the change of modernization level and globalization of information, and also success of feminism and emancipation movements. Management of Minority ethnic stereotype plays a role in many social-religious events, including to give understanding about pluralism way of live and prejudice management of majority ethnic group which “claiming” their ethnic group such as exclusive and luxury living, avoid to socialize and closed. This research aim is to understand social role of women, especially in managing minority ethnic stereotype in their group. To achieve the research aim, this research used qualitative research method. This research subject is Toraja ethnic women that have been directly interacted and living together with majority ethnic groups. Research data is collected by in-depth interview, observation, and literature study. This research result show that social role of women in managing minority ethnic stereotype is tending to categorized as “initiative”. This category is a form of behavior, proficiency to teach togetherness way of life by directly interacting with majority groups. Social role of women start from family by implementing good communication between husband and wife, that children and family harmony become shared responsibility. Non-initiative category oriented to social role of women that less direct interaction to the community, and also less in transferring values in family. The implication of minority ethnic women’s social role in minimizing and managing stereotype through social interaction initiative with majority ethnic based on perspective that: first Interdependency; second, Common goals,; third, Equality, and fourth improving the intensity of informal interaction in the equal position each other as human that must be treated better and implementing in harmony social relation.