Social judgements of sex and blame in the context of AIDS: Gender and linguistic frame

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Abstract
A questionnaire study (N = 318) examined social judgements of sexually active males and females on positive and negative evaluative dimensions, as a function of the perceiver's gender, and the linguistic frame of judgement. This frame was manipulated by requiring respondents to rate themselves on a number of descriptive dimensions which evaluatively favoured either a ‘liberal’ or a ‘conservative’ approach to sex and personal relationships, before making their judgements. Female targets were rated more negatively than males on both evaluative dimensions. There were also significant interactions between the framing manipulation and both subject and target gender for the evaluatively positive measure. There was some evidence of females being perceived more positively in the liberal than the conservative frame and within the conservative frame they were judged less positively than male targets. Male subjects tended to rate targets more positively in the liberal frame whereas females did not. Judgements of blame and personal responsibility in the context of AIDS were examined as a function of the independent variables and also revealed gender differences. These factors, and particularly the importance of language in framing the context of self‐perception and social judgement, are discussed.

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