Exploring the de-stigmatizing effect of social media on homosexuality in China: an interpersonal-mediated contact versus parasocial-mediated contact perspective

ABSTRACT

The subject of homosexuality remains taboo in contemporary China, given that the public maintains a considerably negative attitude toward the subject. Recent Pew Research indicates that, on average, 21% of Chinese respondents believe that homosexuality should be accepted. However, parallel surveys of Internet users paint a different picture, as online surveys found a more liberal atmosphere toward homosexuality and same-sex marriage. The online and offline discrepancy in attitudes toward homosexuality begs the question of whether the Internet carries a stigma-reducing function in terms of views on sexual minority groups. Guided by the contact hypothesis and parasocial contact theory, the current study investigates the de-stigmatizing effect of the social media on homosexuality in China. A web-based survey with 980 social media users with a heterosexual orientation confirmed the positive role of interpersonal-mediated contact with lesbian and gay celebrities via social media venues in stigma reduction; but findings did not lend support to the parasocial-mediated contact hypothesis.

KEYWORDS:

• Homosexuality
• China
• social media
• contact hypothesis
• parasocial contact

Disclosure statement

No potential conflict of interest was reported by the authors.

Notes on contributors

Dr Yue Wu (Ph.D., University of Connecticut) is instructor in School of Journalism & Communication at China Youth University of Political Studies, Beijing, China. His research interests include the influence and effects of digital media, especially in popular culture and subcultures, intercultural studies, and political communication.

Dr Yi Mou (Ph.D., University of Connecticut) is Special Researcher at the School of Media & Design of Shanghai Jiao Tong University, Shanghai, China. Her research interests include new media study, human-machine communication and health communication.

Dr Yi (Jasmine) Wang is Assistant Professor in the Department of Communication at University of Louisville, USA. Her research areas include information processing, message design, visual communication and video production.

Dr David Atkin (Ph.D., Michigan State University) is Professor of Communication at University of Connecticut, USA. His research interests include communication policy as well as the uses and effects of new media.