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The ethnic politics literature has long recognized the role that elite fear-mongering rhetoric plays in heightening ethnic tensions or inciting violence. Restraining such rhetoric is frequently an aim of those seeking to promote tolerance between groups. But how do citizens' preferences for heightening or ratcheting down ethnic rhetoric depend on their group's position in society? Do minority and majority group members share the same preferences for ethnic rhetoric, or do hierarchies in society condition those preferences? And how do those preferences depend on the type of threat highlighted by that ethnic rhetoric? These questions are explored in the context of Malaysia, where the majority group (Malays) has long enjoyed political dominance over politically salient minority groups (Chinese and Indians). Because of a history of ethnic tension, rhetoric touching on race or ethnicity is a highly contentious issue, especially around election time. In a conjoint experiment with a representative sample from Peninsular Malaysia, I manipulate the identity of the elite using ethnic rhetoric as well as the type of threat touched upon in the rhetoric (e.g. discrimination versus a threat to power). This paper emphasizes the importance of considering position in society when evaluating the power of ethnic rhetoric.