Avoiding minorities: Social invisibility

Three experiments examined how self‐consciousness has an impact on the visual exploration of a social field. The main hypothesis was that merely a photograph of people can trigger a dynamic process of social visual interaction such that minority images are avoided when people are in a state of self‐reflective consciousness. In all three experiments, pairs of pictures—one with characters of social minorities and one with characters of social majorities—were shown to the participants. By means of eye‐tracking technology, the results of Experiment 1 (n = 20) confirmed the hypothesis that in the reflective consciousness condition, people look more at the majority than minority characters. The results of Experiment 2 (n = 89) confirmed the hypothesis that reflective consciousness also induces avoiding reciprocal visual interaction with minorities. Finally, by manipulating the visual interaction (direct vs. non‐direct) with the photos of minority and majority characters, the results of Experiment 3 (n = 56) confirmed the hypothesis that direct visual interaction with minority characters is perceived as being longer and more aversive. The overall conclusion is that self‐reflective consciousness leads people to avoid visual interaction with social minorities, consigning them to social invisibility. Copyright © 2012 John Wiley & Sons, Ltd.