According to the rubbing method of the present invention, since the support is pressed against the rubbing roller by applying fluid pressure to the backside of the support (web), uniform rubbing can be performed without generating wrinkles on the web. In other words, because the web is pressed by fluid pressure, the web follows the rubbing roller, and the orientation film on the surface of the web can be controlled to the optimal condition upon rubbing treatment without generating wrinkles on the web. With this, defects on the surface caused by poor orientation can be significantly reduced.