How Source Cues Shape Evaluations of Group-Based Derogatory Political Messages

Theories of social norms suggest that, except for prejudiced people, individuals should reject racially derogatory speech. The increase of derogation in politics, including by in-group members, suggests more complexity. We argue that source cues shape the application of norms. Specifically, group membership of the observer and that of the speaker are critical to understanding how norms manifest in politics. We test this theory in four experimental studies that compare the reactions of White and Black respondents to White, Black, and Muslim candidates. We find that both Black and White Americans punish White candidates who derogate Blacks or Muslims. Both punish the derogation less when issued by minority candidates, although differences emerge between White and Black audiences. Together, our results suggest that research must take the uneven socialization of White and Black Americans into account and consider how norms of racial equality matter for evaluations of political rhetoric and outcomes.