When the article says ‘national stereotype’ is that how the country sees itself stereotypically or how others stereotype the country?
Or simply the different intent of foreigners vs locals. If you search for "mujeres americanas" you're probably not interested in politicians or women in culture and media- you want to see the stereotypical "american woman". If you're based in the US and search for "american women" though you know the stereotype enough and you're most probably looking for different.