Stigma Communication

Abstract

Stigma has been defined as a mark or label that associates a negatively stereotyped attribute with a person, elicits contempt and rejection from others, and leads to adverse life consequences. Stigmas are not inherent in people; they are socially constructed and shared via language and other forms of communication. Most research has focused on stigmas related to health and disability, workplaces and occupations (“dirty work”), social deviance, and devalued social groups (e.g., based on race, ethnicity, nationality). Stigmas of all types adversely affect the health and well‐being of stigmatized individuals. Stigma is multifaceted, including public stigma, self stigma, stigma by association, and structural stigma. Communication plays a central role in creating, sharing, perpetuating, and responding to stigma. Smith's model of stigma communication offers a broad perspective on stigma communication, including features of stigma messages, social transmission of stigma, and responses to stigma. In this model, stigma messages are characterized by marks, labels, etiology, and peril. Social transmission of stigma messages occurs in response to perceived threat and negative emotions, in part to mobilize protective responses. Stigma may be conveyed interpersonally, in contexts such as families, workplaces, and healthcare facilities. The media is also a source of stigma communication, including messages shared on social networking sites. Stigma is also communicated by/within institutions, through practices, policies, and laws that promote prejudice and discriminatory practices. Responses to stigmatization include concealment and social withdrawal, as well as actively challenging stigma. Public stigma reduction efforts include social/parasocial contact, anti‐stigma media campaigns, protest, and activism.