TY - JOUR
T1 - Segmenting an Audience into the Own, the Wise, and Normals
T2 - A Latent Class Analysis of Stigma-Related Categories
AU - Smith, Rachel A.
N1 - Funding Information:
My thanks to Michelle Baker for her feedback on early versions of this manuscript, and Josie Moore and Eric DiMuzio for their assistance with data collection. This project was supported by Award Number P50-DA010075-15 from the National Institute on Drug Abuse. The content is solely the responsibility of the authors and does not necessarily represent the official views of the National Institute on Drug Abuse or the National Institutes of Health. Rachel A. Smith (PhD, Michigan State University, 2003) is an associate professor in the Department of Communication Arts & Sciences and Human Development & Family Studies at The Pennsylvania State University. Correspondence: Rachel A. Smith, The Pennsylvania State University, 252 W Millennium Science Complex, University Park, PA 16802; E-mail: [email protected]
PY - 2012/10
Y1 - 2012/10
N2 - Goffman introduced a classification scheme of three stigma-related categories of people: the own, the wise, and normals. This study presents the first known empirical test of this taxonomy using latent class analysis. Participants (N = 144) completed a survey. Latent class analysis was used to analyze the data. The results showed that a four-class model best fit the data. The profiles of the stigmatizer and stigmatized were very similar to Goffman's descriptions of the normal and the own; the wise (labeled supporters) were split into two categories based on their encouragement of educating stigmatizers and challenging stigmatization. The stigma groups considered by participants and participants' social networks were significant covariates of class membership. Understanding how many audience segments exist and which indicators differentiate them could provide critical information for anti-stigma campaigns, such as those that attempt to reduce stigmatization by influencing stigmatizers to become supporters.
AB - Goffman introduced a classification scheme of three stigma-related categories of people: the own, the wise, and normals. This study presents the first known empirical test of this taxonomy using latent class analysis. Participants (N = 144) completed a survey. Latent class analysis was used to analyze the data. The results showed that a four-class model best fit the data. The profiles of the stigmatizer and stigmatized were very similar to Goffman's descriptions of the normal and the own; the wise (labeled supporters) were split into two categories based on their encouragement of educating stigmatizers and challenging stigmatization. The stigma groups considered by participants and participants' social networks were significant covariates of class membership. Understanding how many audience segments exist and which indicators differentiate them could provide critical information for anti-stigma campaigns, such as those that attempt to reduce stigmatization by influencing stigmatizers to become supporters.
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U2 - 10.1080/08824096.2012.704599
DO - 10.1080/08824096.2012.704599
M3 - Article
AN - SCOPUS:84868330019
SN - 0882-4096
VL - 29
SP - 257
EP - 265
JO - Communication Research Reports
JF - Communication Research Reports
IS - 4
ER -