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#MeToo Movement Backlash: How Evaluations of Women Advocates as More “Sexist” Weaken Movement Support

ABSTRACT Amidst the rise of movements against sexual harassment and assault, there are questions as to whether men are likely to view such activism as a threat to their livelihoods and their status as men. This study explores how the reception of supportive #MeToo tweets might differ based on the social identities of the messenger. This online survey experiment of White men (N = 421) examines the effects of messenger gender (man or woman) and race (Black or White) on perceptions of the messenger and subsequent movement attitudes and behavior intentions. Results show that White men found women #MeToo advocates to be more sexist than men advocates, which reduced their #MeToo movement solidarity, collective action intentions, and bystander intervention intentions. This study demonstrates the important role of “reverse sexism” perceptions in feminist social movement messaging by highlighting the antecedents and consequences of holding such beliefs.