Scapegoating in Stigma Construction: Unraveling the Historical Case of Absinthe

Despite a proliferation of research on stigma, our understanding of how the actors’ positions may change in stigmatization processes has remained limited. This is especially the case with those that need to defend themselves to avoid becoming targets of stigmatization. To dig deeper into these relational processes in the case of intensified stigmatization, we adopt a scapegoating perspective. Our empirical analysis is based on a revealing historical case study of absinthe in France between 1870s and 1915. We develop a model that elucidates how scapegoating dynamics unfolded in building up, broadening and intensifying cycles. In each cycle, specific actors used particular repositioning strategies to escape from becoming scapegoats, which led to a targeting of the remaining actors in the target group. This constituted increasing momentum within each cycle moving scapegoating forward. Our analysis also shows how emerging conditions created new stigma opportunity structures that enabled stigmatization and scapegoating to take place and move forward. Thus, our analysis offers a missing piece to research on stigma and stigmatization that has lacked understanding of such process dynamics. By so doing, our analysis has also specific implications for stigma research: explaining the dual role of scapegoating in stigma construction and management and advancing our understanding of the emergence of new categorical boundaries in the stigmatization process.