William of Sen to Bob the Builder: non‐cognate cultural perceptions of constructors

An examination from an historical perspective of the stereotype applied to constructors, with an emphasis on the contemporary stereotype of constructors within the UK construction industry, indicates that constructor stereotypes have become increasingly negative. Over the same period, the stereotype of architects has become increasingly positive and the status of architects has increased, whereas that of constructors has decreased. Possible factors in the development of such a situation are considered, as is the possibility of moving the constructor's negative stereotype to a more positive position through an awareness of the effects of the Bob the Builder cartoon character. There is evidence that Bob has become a hero to the current generation of pre‐school children, with the consequence that this generation is more receptive to the possibility of constructors exhibiting behaviour which can be characterized in positive terms. Little evidence exists of the UK industry's reaction to this situation.