Stigmatization
From Categorism.com
People being discredited or looked down upon for belonging to a certain category or seen as behaving in a way associated with that category. It is a matter of social norms for how people are supposed to behave and what categories it is considered acceptable to belong to. The same category or behavior that is preferred in one social context may be stigmatized in another.1 (In Swedish: stigmatisering)
This is a facet of categorism.