Boomerang effects of bigoted speech

Lynda Mae, Purdue University

Abstract

The purpose of this research was to explore how expressions of bigotry harm how speakers are perceived by others. A series of studies found that, as a result of their bigoted speech, speakers were perceived as prejudiced and were disliked. Additionally, prejudice inferences were found to play a central role in person impression to the extent of reducing attention to other possible speaker qualities. These effects were most pronounced for negative bigotry, occurred regardless of whether the speech targeted involuntary (e.g., blacks) or voluntary (e.g., lawyers) groups and, notably, regardless of audiences' degree of agreement with the expressed sentiments. Furthermore, it was found that bigoted speech contributed to negative impressions over and above the effects of similar, but non-bigoted speech. In summary, this research suggests that when people choose to publicly express bigoted sentiments—even among like-minded, in-group members—the speakers experience a number of negative impressional boomerang effects.

Degree

Ph.D.

Advisors

Carlston, Purdue University.

Subject Area

Social psychology|Communication

COinS