A Discourse of Hate: A Content Analysis of Responses to Queer Representation in Online Social Media

Abstract

This study examined public responses to Elle Magazine’s Facebook post titled “30 LGBTQ+ Celebs You Really Should Know” to reveal common rhetoric towards lesbian, gay, bisexual, transgender, queer and/or questioning, intersex, asexual, and two-spirit (LGBTQIA2S+)-based discussion on social media. A content analysis of 100 comments uncovered several themes in negative reactions to queer representation in the media sphere including: preferred ignorance, lack of understanding, blatant distaste, religious bias, the view that queer identity is unnatural, an illness, an identity crisis, a trend, and a trauma response. Of the 100 comments examined, 86 responses were negative. The most prevalent theme was preferred ignorance, where respondents favoured keeping queer representation out of public discourse.