Junkies, Queers, and Babies: Persistence and Updating of the Category AIDS Through Silencing and Puncturing of the Moral Boundary

Category emergence has been a central question in organization theory. Yet, we still do not understand what drives category persistence and updating during emergence as new information arises. We investigate this question through a rich set of oral histories and archival materials on the emergence of the category AIDS from 1978 to 1985. We show that the initial proto-category’s features and causal theories cohered with its stigmatized moral meanings. Over time, anomalies challenging these features and theories spurred a minority of medical professionals to update the category’s causal theory. However, a silent majority resisted updating the category because the new causal theory conflicted with the proto-category’s moral meanings, challenging the clear moral boundary dividing what was perceived as worthy from what was perceived as unworthy. As a result, the majority silenced the vocal minority’s updated understandings and withheld resources from the category. This article contributes to the literature on categorization by showing that conflicts between category dimensions can stifle updating, amplify imprinting, and prolong category persistence. Particularly, the dichotomous nature of the moral dimension might hinder the updating of other dimensions, such as the causal one, despite accumulated evidence suggesting the need for updates. We show that calls for category updating backed solely by rational arguments may fail to persuade the silent majority and may falter until the moral boundary is punctured and the category is morally reappraised.