Comparison of perceptions of psychologists on social media and clinical contexts within the framework of the Stereotype Content Model

In contemporary society, psychologists, like experts from other professions, are increasingly adopting social media platforms. This trend raises the question of how psychologists' online representations affect public perceptions of the profession. This study compares psychologists who actively engage on social media to those who do not incorporate these platforms into their clinical practice. The comparison assesses the representation of psychologists across social media and clinical settings through the lens of the Stereotype Content Model, focusing on perceptions of warmth and competence. Since gender can influence these perceptions, the research design included the gender of both participants and psychologists. A total of 552 adults (368 women and 184 men) participated in the study, and the data were obtained online. The Stereotype Content Scale was used to measure perceived warmth and competence toward psychologists, and demographic data were collected using a standardized participant information form. A 2 (work setting: clinical versus social media) × 2 (psychologist's gender) × 2 (participant's gender) mixed-design ANOVA model was employed to analyze the data. The results show that the only significant finding for male participants was that they perceived female psychologists as less competent than male psychologists. Female participants, on the other hand, rated female psychologists in clinical settings as both warmer and more competent than male psychologists. Similarly, female participants viewed female psychologists on social media as both warmer and more competent than male psychologists. Interestingly, female participants rated psychologists on social media as more competent than those in clinics. The findings are discussed in light of the Stereotype Content Model, gender roles and stereotypes, and the visibility of psychologists on social media.