‘I'm happy to own my implicit biases’: Public encounters with the implicit association test

The implicit association test (IAT) and concept of implicit bias have significantly influenced the scientific, institutional, and public discourse on racial prejudice. In spite of this, there has been little investigation of how ordinary people make sense of the IAT and the bias it claims to measure. This article examines the public understanding of this research through a discourse analysis of reactions to the IAT and implicit bias in the news media. It demonstrates the ways in which readers interpreted, related to, and negotiated the claims of IAT science in relation to socially shared and historically embedded concerns and identities. IAT science was discredited in accounts that evoked discourses about the marginality of academic preoccupations, and helped to position test-takers as targets of an oppressive political correctness and psychologists as liberally biased. Alternatively, the IAT was understood to have revealed widely and deeply held biases towards racialized others, eliciting accounts that took the form of psychomoral confessionals. Such admissions of bias helped to constitute moral identities for readers that were firmly positioned against racial bias. Our findings are discussed in terms of their implications for using the IAT in prejudice reduction interventions, and communicating to the public about implicit bias.