点击次数：

发表刊物：Journal of Creative Communications

项目来源：The Ryoichi Sasakawa Young Leaders Fellowship Fund [No. 2021–513]

关键字：Media representation; Visual discourse analysis; Thai Boy Love, commercial; Gay men

摘要：The media portrayal of the lesbian, gay, bisexual, transgender and queer (LGBTQ) community may impact public understanding and attitudes towards this community, which has not been extensively studied. This article explores the media representation of gay men in commercials by presenting a visual discourse analysis of three Thai Boy Love commercials. Combining the visual representation framework of social actors and genre and functionality analysis, it examines (a) how the male protagonists are visually represented in relation to the audience from three symbolic dimensions and (b) how the salient patterns of presenting boy love commercials are integrated with the story’s narrative stages and genre functions. The findings suggest that the boys are primarily portrayed positively as inclusive, close, agentive and ordinary social members who feature soft masculinity. Nevertheless, such a generic and idealised representation romanticises gay relationships, diminishes the individuality of gay people and obscures the diversity within the gay community. The portrayal also prioritises the female gaze to cater to the core audience of heterosexual young women consumers. This article provides insights into the reciprocal relationship between public receptivity towards the LGBTQ community and their favourable visual representations in commercials.

备注：WoS-ESCI和Scopus二区；独立作者

论文类型：期刊论文

学科门类：文学

文献类型：J

卷号：20

期号：2

页面范围：1-18

字数：8255

是否译文：否

发表时间：2024-11-11

DOI码：10.1177/09732586241292461

影响因子：1.5

第一作者：Yating Chen