“Feminism Lite?” Feminist Identification, Speaker Appearance, and Perceptions of Feminist and Antifeminist Messengers

Drawing on a communications model of persuasion (Hovland, Janis, & Kelley, 1953), this study examined the effect of target appearance on feminists' and nonfeminists' perceptions of a speaker delivering a feminist or an antifeminist message. One hundred three college women watched one of four videotaped speeches that varied by content (profeminist vs. antifeminist) and target appearance (“feminine” vs. “masculine”). Self-identified feminists responded more favorably to a profeminist message when it was presented by a feminine than a masculine-appearing speaker and expressed less feminist attitudes after viewing a masculine-appearing feminist speaker. Nonfeminists' evaluations did not vary as a function of speaker appearance or message content. Implications for the communication of feminist ideology are discussed.