Reclaimed Homophobic Hate Speech Backfires: Desensitization and Mood Deterioration

ABSTRACT Reclaimed hate speech is generally seen as a positive phenomenon by minority groups and, to some degree, by majority groups. However, previous research has not examined whether it might produce harmful effects similar to traditional hate speech. In three experimental studies ( n = 489; n = 242; n = 181), we found that reclaimed homophobic hate speech does bear negative consequences. Specifically, exposure to reclaimed homophobic hate speech leads majority‐group members to become desensitized to traditional hate speech, which, in turn, worsens their attitudes toward gay people. This effect, however, has only been observed among conservative and moderate individuals. Moreover, exposure to reclaimed homophobic hate speech worsens the mood of gay people without reducing the negative impact of traditional hate speech. Overall, our findings indicate that the negative side effects of reclaimed homophobic language may outweigh its benefits and that the associated costs may be unacceptable.