Scrutinizing sexism in comedy under the lens of social identity threat and prejudiced norm theory: are leadership aspirations and benevolent sexism affected?

Abstract Perceived gender differences and the supposed flaws of women are frequently conveyed in comedy formats – yet the consequences of such humor may differ for female and male recipients. Theory and research on stereotype threat and social identity threat suggest that stereotyping or devaluing communication against women can lead to their decreased identification with domains in which they are negatively stereotyped. Additionally, according to prejudiced norm theory , sexist humor that objectifies and stereotypes women can increase recipients’ tolerance of discrimination. This research sought to test both theories to explore the differential effects that sexist humor may have on women and men. In an experiment, it was examined whether the exposure to sexism in comedy (vs. non-sexist comedy) influences individuals’ 1) leadership aspirations and 2) endorsement of benevolent sexism. Participants ( N = 384; n = 154 female and n = 230 male) watched either a sexist or a non-sexist comedy clip by the American comedian Anthony Jeselnik . Watching sexist comedy had a small negative effect on women’s, but not on men’s leadership aspirations. Watching sexist comedy did not substantially influence participants’ endorsement of benevolent sexism; however, independent of experimental condition, men reported more benevolent sexism than women. Results are discussed in the light of the ongoing replication crisis and with respect to their practical relevance.