Disparagement humor permits unsafe COVID-19 behaviors: A prejudiced norm perspective

Extending prejudiced norm theory, we hypothesized that memes diminishing the severity of the COVID-19 pandemic promote tolerance of unsafe pandemic behaviors (as in contrary to contemporary advice of public health agencies, i.e., not wearing a protective mask) by establishing a perceived norm of tolerance for such behaviors. In Spring 2021, members of several Reddit communities (n = 106) reported their perceived threat of COVID-19 and then completed a roleplay exercise in which they imagined they were with a group of friends in a church setting. In this context, participants viewed memes shared among their friends that belittled COVID-19 (COVID-19 disparagement condition) or memes unrelated to COVID-19 (control condition). Then, participants responded to a vignette describing a woman confronting an usher about a couple who violated protocol by not wearing masks. The results supported our hypothesis. First, participants in the COVID-19 disparagement condition perceived a greater norm of tolerance of the mask protocol violation among others in the immediate context compared to those in the control condition. Second, for participants who viewed COVID-19 as a low threat, that local norm resulted in greater personal tolerance of the mask protocol violation. However, for participants who view COVID-19 as a high threat, the local norm had no impact on their personal tolerance.