Rurality Matters in LGBTQ Slur Use: An Empirical Test of Norm-Centered Stigma Theory and the Queer Adjustment

LGBTQ slurs such as "that's so gay" and "fag" are troublingly common fixtures in today's vernacular yet in-depth explorations of their use by rurality, gender, and US region are sparse. The current study posits that differences in rural and regional norms across the US may contribute to the varying ways that LGBTQ slurs are used to shame gender and sexuality "others" when they are perceived as not meeting the standards of hetero-cis-normativity (or sometimes referred to as cisheteronormativity or cis-heteronormativity). Specifically, Worthen's conceptualization of The Queer Adjustment wherein efforts to assert and affirm one's social power are a part of a process that involves stigmatizing and disciplining those perceived as not hetero-cis-normative enough is used and "fag/fagot," "dyke," "tranny," "queer," "no homo," and "that's so gay!" slurs are theorized as foils to hetero-cis-normativity. Focusing on Norm-Centered Stigma Theory, data from a sample of US adults aged 18-64 stratified by US census categories age, gender, race/ethnicity, and census region collected from online panelists are utilized to investigate hetero-cis-normativity and intersecting experiences with social power as they relate to rurality, region, and the use of LGBTQ slurs. Findings show that rural men are more likely to use LGBTQ slurs and that hetero-cis-normativity and US region are all significantly related to LGBTQ slur use. Implications emphasize the need to address the significant psychological, physical, and social harms that these oppressive LGBTQ slurs contribute to.