What Content in Videos Posted by Gay Bloggers on YouTube Could Make Chinese People More Accepting of Sexual Minorities
DOI:
https://doi.org/10.54097/m4vjh063Keywords:
Sexual minorities, gay bloggers, YouTube, China, content analysis, public acceptance, social media communication, video narratives.Abstract
This study considers how the video content the gay bloggers post on YouTube can make the sexual minorities to be more accepted by Chinese audiences. The question is put in the context of China in its changing social, policy and media environment, in which the sexual minorities suffer the discrimination but also are more visible by the online. With the qualitative content analysis, we review the videos by some famous lesbian and gay bloggers, and compare the visible presentation, the language style, the video-cover's design, the narrative topics, and the implicit social messages. The result shows that the familiar everyday dress, the friendly language, the visually coherent cover, the funny or the emotionally persuade story-telling, and the narratives of the discrimination and the family to accept them all help to reduce the social distance. The paper believes that social media can make the life of sexual minorities to be more legible to mainstream view, and it can provide the organization with the communication strategy of improving the public understanding.
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