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.