Facebook’s rainbow profile filter represents a popular display of activism (“pictivism”) commonly used by women, yet little is known of pictivism’s potential for creating social change. We tested whether women’s group status (belonging to a dominant vs. marginalized group) and filter use influenced viewers’ perceptions, attitudes, and behaviors. We conducted a series of 2 (target sexual orientation: queer or heterosexual) × 2 (filter use: filter or no filter) experiments with heterosexual (N 1 = 198, N 2 = 186) and LGBTQ (N 3 = 290) participants. Participants rated women who used rainbow filters as more activist than women who did not engage in pictivism. Although neither target sexual orientation nor filter use influenced participants’ ally behavior (donations), heterosexual people who viewed a woman using a filter reported greater closeness to LGBTQ people and greater intentions of supporting LGBTQ people when the woman was queer than heterosexual. Exposure to rainbow filters caused LGBTQ participants to express greater online and societal belonging than when filters were absent. Taken together, women’s pictivism and the online visibility of queer women yielded some psychological benefits for heterosexual and LGBTQ viewers. If the goal of pictivism is to enhance marginalized groups’ feelings of support, it works as intended. We thus recommend that both heterosexual and LGBTQ people who care about LGBTQ rights and seek to affirm LGBTQ individuals’ sense of belonging embrace opportunities on social media, specifically through profile picture filters, to communicate their support. Additional online materials for this article are available on PWQ’s website at http://journals.sagepub.com/doi/suppl/10.1177/0361684320930566

中文翻译：

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Facebook LGBTQ Pictivism：女性彩虹档案过滤器对性偏见和在线归属感的影响

Facebook 的彩虹个人资料过滤器代表了女性常用的激进主义（“pictivism”）的流行展示，但人们对 pictivism 创造社会变革的潜力知之甚少。我们测试了女性的群体地位（属于主导群体还是边缘群体）和过滤器的使用是否会影响观众的看法、态度和行为。我们对异性恋（N 1 = 198，N 2 = 186）和LGBTQ（N 3 = 290）参与者进行了一系列2（目标性取向：酷儿或异性恋）×2（过滤器使用：过滤器或无过滤器）实验。参与者认为使用彩虹滤镜的女性比不参与图片主义的女性更积极。尽管目标性取向和过滤器使用都没有影响参与者的盟友行为（捐赠），使用过滤器查看女性的异性恋者报告说，当女性比异性恋更酷时，他们更接近 LGBTQ 人群，并且更愿意支持 LGBTQ 人群。与没有过滤器时相比，接触彩虹过滤器使 LGBTQ 参与者表现出更大的在线和社会归属感。总之，女性的主观主义和酷儿女性的在线知名度为异性恋和 LGBTQ 观众带来了一些心理上的好处。如果想像主义的目标是增强边缘化群体的支持感，它就会如预期般奏效。因此，我们建议关心 LGBTQ 权利并寻求肯定 LGBTQ 个人归属感的异性恋和 LGBTQ 人士在社交媒体上抓住机会，特别是通过个人资料图片过滤器，传达他们的支持。