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It's a combination of massive corporate propaganda, and deep-seated racism.
It's interesting that welfare didn't have its stigma when it was associated with poor, rural whites. It was seen pretty much as what it was: basic assistance for people in poor enough situations to need it. But starting in the 70s and really kicked up in the 80s with Reagan, welfare took a different turn.
Nowadays, "welfare" is pretty much synonymous with "poor black people." It's knee-jerk, really. So while stigmatizing blacks as being violent or less intelligent was THE go-to strategy in decades past, since about the 1980s it's been the lazy-welfare link (the other two are still there though).
When racism and corporatism team up, amazing things are produced.
I wouldn't say welfare is associated with blacks. It has been unjustly associated with lazy people. I always find it funny when someone brings up anger over welfare programs and then I bring up each one and they back out:
I see, but what about Social Security. Don't you believe we should provide some aid to the elderly who paid into it their whole lives?
Well uhhh, yea I guess so
What about the disabled who can no longer work. They definitely need support in our to pay for their living.
Well uhh, yea I guess so
And how about those who barely get by below the poverty line? Do you think they work minimum wage jobs so they can get federal assistance in order to just get by?
Well uhh, I guess not
If you take 10 minutes to actually think about the systems we have in place, you would immediately dismiss the "fairness" thought that the rich and middle class shouldn't aid those on the lower end of society. You have to think about the larger picture when you think about policies and not just how each individual is affected.