Replication Data for: Value Similarity and Norm Change: Null Effects and Backlash to Messaging on Same-Sex Rights in Uganda

Article abstract: Many socially conservative settings oppose pro-LGBT+ advocacy because of its perceived threat to “traditional values.” Can messaging on these issues from sources considered to have similar values be more effective than messaging from sources considered to have different values? This research uses the move towards legal protection of certain LGBT+ rights in Angola, Botswana, Mozambique, and South Africa to understand whether signals of changing social norms from African sources are better able to shift perspectives of those elsewhere on the continent than primes from Western sources. Using a survey experiment conducted in Uganda, I show that neither one-off messaging from African sources nor one-off messaging from Western sources shifts beliefs or behavior on LGBT+ issues. Rather, these messages produce backlash to both African and Western sources. This work highlights the challenges of attempting to rapidly change perspectives on LGBT+ issues in the most socially conservative settings.

论文摘要：诸多社会保守语境之所以反对支持性少数群体（LGBT+）的宣传倡导，是因为这类倡导被认为对“传统价值观”构成威胁。那么，来自价值观相近信源的相关议题传播，是否比来自价值观相异信源的传播更具成效？本研究以安哥拉、博茨瓦纳、莫桑比克及南非逐步推进特定LGBT+权利法律保护的进程为研究案例，旨在探究相较于来自西方信源的引导讯息，来自非洲本土信源的社会规范转变信号，能否更有效地改变非洲大陆其他地区受众的相关观念。通过在乌干达开展的调查实验，本研究发现：无论是来自非洲本土信源还是西方信源的单次传播讯息，均未能改变受众关于性少数群体议题的信念或行为。非但未能达成预期效果，这类讯息反而会引发受众对非洲本土与西方两类信源的抵触情绪。本研究凸显了在社会保守程度最高的语境中，试图快速改变受众关于性少数群体议题观念所面临的重重挑战。