Handling_ColoristRacist_Comments

Abstract

This dataset contains anonymous survey responses on questions about how individuals handle colorist/racist remarks. This study contributes to the explanatory power of the stigma management communication theory [SMCT] in the context of dark-skin stigma. Results from a survey (N=655) and in-depth interviews (N=43) show that perceived sense of agency and perceived verbal efficacy are two variables that can enhance our understanding of SMCT in this context. Results show that: (i) when individuals perceived a sense of agency but not a sense of verbal efficacy, they were likely to believe colorist/racist comments, (ii) when they perceived a sense of agency they were likely to argue, but (iii) when that perceived sense of agency was accompanied by a sense of verbal efficacy, individuals were more likely to engage in a dialogue about such comments. None of the SMCT variables were able to explain when an individual was likely to ignore such comments. Social media use was associated with perceived agency and learning the history of racism and colorism was associated with perceived verbal efficacy when handling colorist/racist comments. The study concludes with context-specific and theoretical implications.