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.