How Exposure to the Confederate Flag Affects Willingness to Vote for Barack Obama

Leading up to the 2008 U.S. election, pundits wondered whether Whites, particularly in Southern states, were ready to vote for a Black president. The present paper explores how a common Southern symbol—the Confederate flag—impacted willingness to vote for Barack Obama. We predicted that exposure to the Confederate flag would activate negativity toward Blacks and result in lowered willingness to vote for Obama. As predicted, participants primed with the Confederate flag reported less willingness to vote for Obama than those primed with a neutral symbol. The flag did not affect willingness to vote for White candidates. In a second study, participants primed with the Confederate flag evaluated a hypothetical Black target more negatively than controls. These results suggest that exposure to the Confederate flag results in more negative judgments of Black targets. As such, the prevalence of this flag in the South may have contributed to a reticence for some to vote for Obama because of his race.