The Stigma of the Feminist Label and its Reduction

Abstract

Across four studies, this thesis establishes that there is a stigma towards the feminist label, and utilizes vicarious contact to reduce this stigma. In the first and second studies, it was found that the stigma is perpetuated by non-feminists, and the anti-male ("manhating") stereotype is perceived as the most damaging to the feminist label. In the third study, it was found that a feminist who is less stereotypical in appearance is more likely to change attitudes towards the feminist label. In the final study, it was found that vicarious contact between a less-stereotypically appearing feminist and a non-feminist did not change attitudes towards the feminist label; however, the vicarious interaction between a more stereotypically appearing feminist and a non-feminist significantly increased identification with the feminist label.