An increasing acceptance of LGBT: Media representation of LGBTQ social media influencers in China

Social media influencers (SMIs) have emerged as key opinion leaders who shape audience attitudes through digital platforms. Notably, their impact on marginalized groups, particularly LGBTQ communities, has been significant. The recent visibility of LGBTQ SMIs in China signals evolving social attitudes. This study examines Chinese media representation of LGBTQ SMIs and how it reflects increasing acceptance of LGBT communities. Using textual analysis grounded in social network theory, we analyzed 26 news reports from Sina News, Sohu News, Baidu News, and China Daily. Three dominant themes emerged: calls for freedom and equality, increasing social openness and tolerance, and rising awareness of LGBT culture. The findings suggest that Chinese media portrayal of LGBTQ SMIs has shifted toward more positive representation, reflecting greater societal acceptance. This research contributes to understanding how digital media influences identity politics and cultural change in contemporary China, particularly regarding gender and sexuality representation.