The ambivalences of visibility: News consumption and public attitudes to same-sex relationships in the context of illiberalism

Over the past decade, the rights of people whose sexual orientation does not conform to prevailing norms have become a divisive issue in many countries. Despite a long tradition of research on media and sexual minorities, the role of the media in these recent backlashes remains poorly understood. We argue that this is partly because work in this area is often underpinned by a simple, linear narrative that unambiguously links visibility to empowerment. We highlight the ambivalent impact of mediated visibility and argue that in the context of elite-driven polarization, illiberalism and low levels of media freedom, visibility can become a vehicle of control. To explore this proposition, we examine the link between media and public attitudes to same-sex relationships in four east European countries, combining a population survey with semi-structured interviews. The results confirm the need to consider the conditions of mediated visibility in particular socio-political contexts, showing that where control over the conditions of visibility remains in the hands of homophobic elites, specific types of media, which are controlled by ruling elites, including Public Service Media, can contribute to negative attitudes, while digital media play a more ambiguous role.