“I Wanted to be Free”: Representations of Consensual Non-Monogamy in Polish Mainstream Digital Press (2020–2025)

Consensual non-monogamy (CNM) encompasses relationship models that challenge mononormative assumptions, including polyamory, open relationships, and swinging. While global interest in CNM is growing, its representation in Polish public discourse remains underexplored. This study investigates how CNM is portrayed in mainstream Polish press from 2020 to 2025. A thematic analysis was conducted on 42 articles from major Polish magazines and national news platforms, identified via keyword-based screening. Articles were coded using MAXQDA and analyzed in accordance with Braun and Clarke’s thematic framework. The dominant media representations oscillate between cautious neutrality and conditional acceptance, with some explicitly negative portrayals. CNM is often framed as emotionally demanding and socially marginalized. Stigmatization and concealment appear as recurring motifs, especially in relation to work, family, and institutional settings. Simultaneously, CNM is described as a conscious, value-driven choice, associated with autonomy, communication, and trust. The media play a dual role: reflecting and shaping norms. Despite increasing visibility, CNM remains situated outside mainstream legitimacy. Findings highlight the need for further research of CNM and the mechanisms of its public (in)visibility. The media’s agenda-setting function also raises important questions about legitimization and stigmatization of non-normative relational practices.