The concept of normalization in the production of LGBTIQ+ media imaginaries: the scriptwriters’ conceptions

The representation of the LGBTIQ+ community in TV series has received major attention from academia, mostly from textual and reception perspectives. However, the creative and industrial processes behind the production of media content, including the writers’ views and experiences, remain under-explored, especially outside of the United States and Northern Europe. Drawing on Queer Production Studies, this research seeks to fill this gap in Queer Media Studies by examining Spanish screenwriters’ experiences and conceptions regarding the creation of fictional LGBTIQ+ characters for TV shows, and observes how the broadcasting industry influences this process. Semi-structured interviews were conducted with 19 Spanish screenwriters. Following thematic analysis informed by grounded theory, the main results show that normalization guides the creation of LGBTIQ+ characters, although there are differences in the way screenwriters define this concept. Moreover, the narrative exposition of the intimate lives of LGBTIQ+ characters emerges as the main dilemma in that normalization. Likewise, scriptwriters perceive ambivalent attitudes from the TV industry: Whereas the inclusion of LGBTIQ+ characters seems mandatory these days, there are fears that this might lead to low viewing figures or of reputations being tarnished by negative criticism. The results of this investigation further our understanding of how the concept of normalization shapes the creation of LGBTIQ+ media representations as perceived by professionals who play significant roles in their production. These findings contribute to the advancement of knowledge within LGBTIQ+ media studies and the construction of queer media representations. They also expand the scope of the under-explored field of Production Studies and diversify its geographical area of study.