Words That Win or Wither: How Message Framing and Ideology Beliefs Shape Campus Support for Racial Equity

• In Event: Reimagining, Reframing and Resisting: Exploring Racial Inequity Within Our Institutions

Abstract

As political resistance to diversity, equity, and inclusion (DEI) intensifies, colleges and universities are increasingly reframing equity commitments using alternative language such as “belonging” or “equal opportunity.” This experimental study examines how different message framings—DEI, Belonging, and Equal Opportunity—affect campus stakeholders’ support for racial equity initiatives, and how these effects are moderated by race-evasive ideology and social dominance orientation. Grounded in framing theory and Targeted Universalism, the study finds that support is significantly lower under the DEI frame, particularly among ideologically conservative participants. Findings offer empirical insight into how rhetorical choices influence public support, with direct implications for institutional messaging strategy. Results underscore the need for justice-centered yet politically resonant communication to sustain racial equity work in contested climates.

Authors

• Royel M. Johnson, University of Southern California

• Terrill O. Taylor, University of Maryland