Seminal Research
Goffman, E (1959). The presentation of self in everyday life. New York: Double Day Anchor.
Goffman, E. (1963). Stigma: Notes on the management of spoiled identity. New York: Touchstone
The foundation of stigma management theory is an individual or group of people that are stigmatized and suffer from negative outcomes of stigmatization (Goffman, 1959). Some of these outcomes include stereotyping, possible discrimination, and possible mistreatment. This results in communication strategies to combat the cost of possessing stigmatized qualities. Individuals that feel stigmatized might attempt to manage the stigma by disguising the stigmatized quality, openly communicating about it, or act as though the quality doesn’t exists (Goffman, 1963). For example, I have been diagnosed with anxiety and mild depression. Mental illness is highly stigmatized with several stereotypes associate with people who have a mental illness. Through interpersonal communication, I have been upfront and vulnerable about my struggles with my diagnosis allowing me to manage the stigmatization I experience in my day to day life.
O'Brien (2011) uses group identity stigma management with Muslim Americans in post 9/11 America. This group of people have been personally harassed and denounced in modern day America. This group of individuals has been stigmatized and as a result have been treated extremely differently. O'Brien studied the use of stigma management rehearsals. This occurred, as the article nicknames it, backstage meaning open communication happened between those who are close in culture and location. This allows an opportunity for coaching stigmatized individuals who need aid managing reactions and coping with stigma. (O'Brien, 2011). The article also states "The basic interactional ingredients for a stigma management rehearsal include the presentation of a real or hypothetical incident of stigmatization and the consideration and/or promotion of strategies for responding to the stigma" (O'Brien, 2011, p. 279). He used this approach on a Muslim American man in a mosque to help craft appropriate stigma responses and allow the individual a time to experience all emotions in a freeing environment. Throughout the article O'Brien (2011) uses other example to shed light on this effective strategy to manage stigmatization. The emotional trauma caused by stigma leave a lasting impact on all individuals who experience it.
Comprehension of stigma management theory is important for everyone to understand, not just our classmates. I believe everyone, at some point in their life, has felt stigmatized about something. It is important to recognize stigma, the possible qualities we as a society commonly stigmatize, and the communication strategies to combat stigmatization. The relatability of stigma management theory will serve our classmates in a way that other theories may not be able to.
I have previously researched stigma management theory in other communication classes. Professionally and personally, this theory encompasses some of my favorite areas of research. It is imperative for people who desire to practice effective communication to understand how to manage individuals who feel stigmatized. This can be applicable in the classroom, any organization, and everyday life.
References
Goffman, E (1959). The presentation of self in everyday life. New York: Double Day Anchor.
Goffman, E. (1963). Stigma: Notes on the management of spoiled identity. New York: Touchstone
O'Brien, J. (2011). Spoiled group identities and a backstage work: A theory of stigma management rehearsals. Social Psychology Quarter. 74(3) 291-309. doi:10.1177/0190272511415389