The Problem of “Us” Versus “Them” and AIDS Stigma

This article has two goals. The first is to consider what the social-psychological literature on social identity, ingroup-outgroup perception, and prejudice contributes to the understanding of AIDS-related stigma. The second is to address ways to make the world more comfortable and compassionate for people with AIDS (PWAs). At the core of AIDS-related stigma is the perception that PWAs are members of an outgroup threatening one's social identity as a member of the nondeviant ingroup. A variety of psychological principles operate to heighten this perception and to make the boundaries between “us” and “them” seemingly impenetrable. Furthermore, reactions to PWAs are strongly affective and often involve multiple and conflicting emotional experiences. Models that consider the multifaceted, symbolic aspects of AIDS-related stigma may inform strategies for reducing the stigma. However, because many people may be resistant to direct attitude change tactics, the authors suggest an additional strategy that seeks to change attitudes indirectly by first changing behaviors.