Television Continues to Cultivate Attitudes Toward Homosexuality, but Only Among Politically Conservative Individuals and Women: Evidence from U.S. General Social Survey Data

Authors

  • Lik Sam Chan The Chinese University of Hong Kong
  • Zurong Liang Zhejiang University

Keywords:

cultivation, mainstreaming, resonance, television, homosexuality, same-sex behavior, same-sex relationship, same-sex marriage

Abstract

Despite the legalization of same-sex marriages in the United States, public attitudes toward homosexuality is still divided. Therefore, it remains imperative to study the factors that contribute to favorable attitudes toward homosexuality in society. In this study, we applied cultivation theory to data from the 2022 U.S. General Social Survey to examine the associations between television viewing and attitudes toward homosexuality. Our findings revealed that among politically conservative individuals, television viewing was positively associated with the perceived morality of same-sex behaviors and support for same-sex marriage. However, we did not observe any associations between moderates and liberals. We found that among women, television viewing was positively associated with the perceived morality of same-sex behaviors, whereas no such association was observed among men. We discuss the implications of such cultivation amid the increase in television networks and programs and audience fragmentation.

Author Biographies

Lik Sam Chan, The Chinese University of Hong Kong

Lik Sam Chan is an assistant professor in the School of Journalism and Communication at the Chinese University of Hong Kong. His research examines the intersection between digital media, gender and sexuality, and culture.

Zurong Liang, Zhejiang University

Zurong Liang is an associate professor in the Department of Sociology at Zhejiang University. Liang’s research interests mainly cover social medicine, HIV/AIDS and stigma, and sexual and gender minority youth.

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Published

2023-11-13

Issue

Vol. 17 (2023)

Section

Articles

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