Notes on Dehumanization

Individualswho are perceived as deviant (Vasiljevic &
Viki, 2014) or as lacking in normative standards (e.g.,
moral values) are more likely to be the target of dehumanization
(Brandt & Reyna, 2011; Haslam et al.,
2011). Thus, we argue that homophobic epithets, compared
with category labels and generic insults should
elicit dehumanization of male homosexuals. That is,
homophobic language does not only disparage gay
men but also places the spotlight on them as deviants,
exposing them to dehumanization. Those who are perceived
as violating values, especially in-group values
(Greenhalgh & Watt, 2014), or behaving in an antinormative
manner are indeed appraised as less human
(Vasiljevic & Viki, 2014).

In our work, we test whether homophobic epithets
lead to a denial of uniquely human qualities (Haslam,
2006), a form of dehumanization associated with viewing
others as more like animals. Specifically, we expect
that priming participants with homophobic epithets
should decrease the attribution of these uniquely
human characteristics to gay men.

Previous research has shown that
people tend to maintain physical distance toward individuals
labeled as deviant, perceived as dissimilar
and negatively stereotyped (Heinemann, Pellander,
Vogelbusch, & Wojtek, 1981; Macrae, Bodenhausen,
Milne, & Jetten, 1994; Skitka, Bauman, & Sargis,
2005; Snyder & Endelman, 1979). Moreover, physical
distancing is a way to protect the self from physical
and psychological contagion (Kurzban & Leary,
2001; Park, Faulkner, & Schaller, 2003). In this
regard, it should be noted that some authors have
argued that anti-gay prejudice is related to perceived
threat to heterosexuals’ health and values (Cottrell &
Neuberg, 2005). This fear of contagion at the psychological
level as well as at the physical level should be
particularly salient in heterosexuals when gay men
are labeled in a disparaging way. This is because homophobic
epithets can stress gay deviance, and thus
the “threat” that gay men pose. Hence, compared
with category labels or generic insults, we expect
homophobic epithets to be more likely to induce
physical distancing from a gay man.