WITH GREAT POWER COMES GREAT RESPONSIBILITY: REPOSITIONING GENDER (IN)EQUALITY AS MEN'S BURDEN OR MEN'S RESPONSIBILITY.

The responsibility for addressing gender inequality typically falls on women. More recently, evidence has shown that solidarity-based framing is a starting point for increasing men's support of gender equality efforts. This paper moves beyond these women's issue and solidarity approaches to examine whether positioning men as being either responsible for addressing inequality (Experiment 1; N = 258) or being directly affected by inequality themselves (Experiment 2; N = 543), shapes men's (and women's) attitudes toward male and female leaders promoting gender equality and their mobilization toward this cause. In Experiment 1, men evaluated male and female leaders as more prototypical and higher in leadership identification under common cause compared to women's issue frames (and also compared to men's responsibility frames for leadership identification). In Experiment 2 all participants evaluated (male) leaders more positively under common cause and covictimization framing compared to men's victimization framing. Contrary to predictions, men's (Experiments 1-2) and women's (Experiment 2) collective action intent remained stable across message frames. Yet when it comes to mobilization, in Experiment 2 women showed solidarity more readily (i.e., were committed to gender equality across frames) while men's mobilization was dependent on men being directly victimized. We discuss practical and theoretical implications of mobilizing support for gender equality, and important caveats of increasing male allies' involvement in the movement. [ABSTRACT FROM AUTHOR]