When Heroes Hurt: Rethinking the Social Impact of “Positive” Labels

ABSTRACT Social reaction theory has occupied a prominent place in sociology, helping to inform the labeling and stigma of a wide variety of traits, conditions and behaviors. While much of this scholarship emphasizes the social scorn and penalties imposed at the individual level, far less attention has been given to the collective impact of positive reactions to non‐normative behaviors. This Perspectives essay examines how hero‐making—which produces a mostly positive label—can lead to social harm, given the politicized, media‐driven culture in which it takes place. In this Perspectives essay, I review current legacy and social media stories and commentary about two recent “vigilantes” (i.e., Daniel Penny and Luigi Mangione) to question the social benefits and consequences of classifying people as heroes or as villains (a mostly negative label) and victims (both a positive and negative label), that is, a hero's counterparts. My commentary underscores the continued value of social reaction theory today and identifies areas of growth, including collective labeling processes and the costs of positive moral judgments today.