How do societal norms influence our private opinions?

According to the prevailing societal norm, we are expected to have a positive attitude towards LGBTQ+ rights. But how much do these norms truly affect our core values? This question is at the heart of Wallenberg Academy Fellow Stuart Turnbull-Dugarte’s project, in which he will study how societal norms shape – and sometimes hide – our private beliefs.

We often adapt our behavior to what is perceived as societally acceptable, but outwardly complying with the norm does not always mean that we have changed our opinion on the inside. In some cases, norms can even make us hide what we really think.

This gap between external tolerance and internal values is poorly explored, especially when it comes to LGBTQ+ rights. Dr Stuart Turnbull-Dugarte at the University of Southampton, UK, will bridge this knowledge gap. He will develop a theoretical framework for understanding the relationship between societal norms and private beliefs on LGBTQ+ inclusion – and then test it using a range of innovative experimental methods.

He will also explore three strategies that can contribute to real norm change: creating environments in which people dare to have open discussions; reducing the tendency to answer “as you should” in surveys; and identifying pathways to more genuine attitude change. As a Wallenberg Academy Fellow, Stuart Turnbull-Dugarte will work at Uppsala University. 

Photo: Luis Dugarte