Bias in the Flesh: Skin Complexion and Stereotype Consistency in Political Campaigns

Reading of ingroup politicians' smiles triggers smiling in the corner of one's eyes

Spontaneous smiles in response to politicians can serve as an implicit barometer for gauging electorate preferences. However, it is unclear whether a subtle Duchenne smile-an authentic expression involving the coactivation of the zygomaticus major (ZM) and orbicularis oculi (OO) muscles-would be elicited while reading about a favored politician smiling, indicating a more positive disposition and political endorsement. From an embodied simulation perspective, we investigated whether written descriptions of a politician's smile would trigger morphologically different smiles in readers depending on shared or opposing political orientation. In a controlled reading task in the laboratory, participants were presented with subject-verb phrases describing left and right-wing politicians smiling or frowning. Concurrently, their facial muscular reactions were measured via electromyography (EMG) recording at three facial muscles: the ZM and OO, coactive during Duchenne smiles, and the corrugator supercilii (CS) involved in frowning. We found that participants responded with a Duchenne smile detected at the ZM and OO facial muscles when exposed to portrayals of smiling politicians of same political orientation and reported more positive emotions towards these latter. In contrast, when reading about outgroup politicians smiling, there was a weaker activation of the ZM muscle and no activation of the OO muscle, suggesting a weak non-Duchenne smile, while emotions reported towards outgroup politicians were significantly more negative. Also, a more enhanced frown response in the CS was found for ingroup compared to outgroup politicians' frown expressions. Present findings suggest that a politician's smile may go a long way to influence electorates through both non-verbal and verbal pathways. They add another layer to our understanding of how language and social information shape embodied effects in a highly nuanced manner. Implications for verbal communication in the political context are discussed.

The “Bad Is Black” Effect

Across six studies, people used a “bad is black” heuristic in social judgment and assumed that immoral acts were committed by people with darker skin tones, regardless of the racial background of those immoral actors. In archival studies of news articles written about Black and White celebrities in popular culture magazines (Study 1a) and American politicians (Study 1b), the more critical rather than complimentary the stories, the darker the skin tone of the photographs printed with the article. In the remaining four studies, participants associated immoral acts with darker skinned people when examining surveillance footage (Studies 2 and 4), and when matching headshots to good and bad actions (Studies 3 and 5). We additionally found that both race-based (Studies 2, 3, and 5) and shade-based (Studies 4 and 5) associations between badness and darkness determine whether people demonstrate the “bad is black” effect. We discuss implications for social perception and eyewitness identification.