Animalistic slurs increase harm by changing perceptions of social desirability

In propaganda and hate speech, target groups are often compared to dangerous and disgusting animals. Exposure to these animalistic slurs is thought to increase endorsement of intergroup harm but the mechanism by which this happens remains unclear. Across two pre-registered and highly powered studies, we examined how animalistic language influences the cultural transmission of beliefs about target groups. In line with previous work, we found that describing a novel political group with animalistic slurs increased the extent to which participants endorsed harm towards them. Importantly, reading animalistic slurs did not influence the extent to which participants believed the target group possessed uniquely human qualities. Rather, the animalistic slurs influenced endorsement of harm by making the target group appear more undesirable. These findings offer a novel perspective into the nature of dehumanization and new insights into how hate speech functions.