A Social Digital Identity Model of Misogyny

ABSTRACT Misogyny appears to be increasing among some men and boys. In the present paper we conceptualize this pressing societal issue as a form of intergroup prejudice that is shaped by both emerging technologies and social identity processes. Specifically, we outline a social digital identity model of misogyny in which engagement with polarizing, gendered online technologies can lead men and boys to see both themselves and the world in terms of an intergroup conflict between genders, in turn leading to negative attitudes towards women and girls. We tested this theoretical model in two correlational studies of men ( N men = 1398, ages 18–88) and boys ( N boys = 661, ages 13–17). Supporting the model, we found that engagement with online technologies predicted higher misogyny, and this relationship was mediated via greater perceptions of intergroup gender conflict. However, contrary to predictions, masculine social identification did not mediate this relationship, indicating that it is the content rather than the degree of masculine social identity that is particularly problematic in the context of misogyny. Online activities that were specifically gendered (e.g., engagement with ‘manfluencers’) were the most strongly related to misogyny. Indeed, when controlling for more gendered online engagement, social media use was not related to misogyny in men and predicted lower misogyny in boys. Moreover, the relationship between technology engagement and higher misogyny was stronger for boys than men. Practical implications are discussed.