Riot Like a Girl? Gender-Stereotypical Associations Boost Support for Feminist Online Campaigns

The current study examined whether congruence with gender stereotypes is associated with support for online feminist campaigns. In Study 1 (N-tweets = 510,000), we investigated how two real-world movements (i.e., #metoo and #sexstrike) were viewed in terms of adhering to the traditional feminine stereotype of high warmth/communion and low competence/agency, as per language used in the tweets posted within each campaign. We found that the #metoo movement was characterised by more communal and less agentic content than #sexstrike. In Study 2 (N = 195), when presented with descriptions of the movements modelled after #metoo and #sexstrike, participants associated the #metoo-like campaign with more feminine (e.g., community orientation) and less masculine concepts (e.g., rebelliousness), which, in turn, translated to greater declared support for the campaign. In Study 3 (N = 446), conducted in a more controlled and context-independent setting, we once again observed the link between the gender stereotypes attached to feminist movements and the support they received. We also found that this effect was independent of the effect of perceiving movements as violating social norms. Controlling for feminist identification, political conservatism, and gender system justification did not affect the pattern of results. Uncovering these stereotype-related effects on support for feminist movements furthers understanding of the strategies that might be used in the fight for gender equality.