Determining context vs. character portrayal as crucial variable in constructing a viewer's attitude towards homosexuality when watching fiction TV.

In recent years, marriage equality has increasingly become a political and cultural hot topic across the globe. Same-sex relationships and homosexuality in general have become more tolerated and to an extent accepted by society. While it is unclear if the LGBT community’s increasing visibility in the media is a result of this tolerance, or the reason behind it, either way it is an important step towards equality. However, LGB representation is still largely stereotypical, which can have negative effects on both heterosexual and non-heterosexual audience members’ perceptions towards LGB persons. As cultivation theory has it, media not only influence, but shape the mentality of their audiences. This study examines to what extent stereotypical and non-stereotypical depictions of gay males in fiction media are of influence on audience level of prejudice towards gay males, level of self-objectification, feelings of anxiety, and feelings of depression. Three groups of respondents consisting of heterosexual and non-heterosexual persons provided data by filling in online surveys after exposure to a weak gay male character, exposure to a strong gay male, or no exposure. Results indicate that a weak character depiction increases level of prejudice among both heterosexual and non- heterosexual males, but not females. Conversely, watching a strong character depiction of a gay male does not increase prejudice among all respondents. Despite having masculine characteristics, strong gay male characters do not cause heterosexual and non-heterosexual males to self objectify more. Women showed higher level of self-objectification after watching the weak portrayal. No significant differences in level of anxiety and level of depression were found among all respondents. Implications and limitations of the study are the discussed, as well as recommendations for future research.