Contributing to the explanatory power of the stigma management communication theory: a study in handling colorist and racist comments

This study enhances the explanatory power of the stigma management communication theory [SMCT] while providing practical communication techniques for people who may want to respond to racist/colorist comments. Using the typology of SMCT, we propose a predictive model that includes two new variables– perceived agency and perceived efficacy to verbally respond to racist/colorist comments. Results from a survey (N = 655) and in-depth interviews (N = 43) of predominantly US adults show that perceived agency and perceived efficacy impact how one responds to racist/colorist comments. The study also found that social media can nurture the perceived sense of agency and learning the history of racism/colorism can nurture the perceived sense of efficacy. The study concludes by discussing how the explanatory power of SMCT can be further improved by refining the constructs of agency and efficacy, and providing practical steps to equip those who want to verbally respond to racist/colorist comments.