IMPLICIT ATTITUDES EVOKED BY A SINGULAR AMERICAN SLUR: FIVE EXPERIMENTS ON N***ER AND N***A IN SAMPLES OF BLACK AND WHITE AMERICANS

Five studies examined implicit (IAT) attitudes toward the slurs n***er and n***a among Black and White Americans (total N = 3,226). Both groups showed strong implicit negativity toward n***er/a combined relative to socially acceptable contrast terms such as Black or African American. Controlling for baseline Black–White race attitudes, Black Americans who engaged in conscious reappropriation exhibited similar implicit negativity toward n***er/a as White Americans. When the rhotic and non-rhotic forms were directly contrasted, n***er was more implicitly negative than n***a, with Black Americans distinguishing the two more strongly than did White Americans. However, even Black American reappropriators showed implicit negativity toward n***a relative to Black. In sum, both n***er and n***a evoke automatic negative meaning in a broad sample of Americans today. At the same time, the relatively more positive meaning of n***a over n***er demonstrates the power of reappropriation to wrest control of word meaning.