Derogatory Gendered Labels: On Twitter and in the Lab

Abstract

How do overheard derogatory gendered labels (DGLs) affect perceptions of targets and labelers? In this paper, I examined the content, targeting, and evaluative consequences of DGLs in both an experimental and a real-world context. In Part I, I conducted four experiments examining the impact of DGLs on perceptions of men and women varying in emotion stereotypicality. In Part II, using data from Twitter, I investigated DGLs directed at male and female moderators of the 2016 presidential primary debates. In Part I, Studies 1 (N = 243) and 2 (N = 235) showed that, when described with a female-derogatory label, emotion was attributed internally to a female target, which then negatively affected evaluations of her. Further, participants positively evaluated labelers of counterstereotypical targets. In contrast to expectations, in Study 3 (N = 247), gender traditionalists defended a labeled male target, attributing his reaction less to internal factors and providing more positive evaluations of him. Across studies, findings depended on participant gender and gender ideology. Overall, findings support that DGLs are interpreted to fit with pre-existing expectations. In Part II, Study 5 found that people tweeting about Republican debates used DGLs and more abstract language for female stereotype violators. Studies 6 and 7 found that men high in hostile sexism responded to negative tweets, whether or not they contained a DGL, by derogating female targets and rewarding tweet authors. Overall, this study supports that DGLs play a role in stereotype transmission and maintenance. Perceivers who endorse sexism latch onto DGLs that support stereotype-based explanations for women’s behavior. Further, internal attributions are a crucial mechanism by which negative labels affect target evaluations.