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Vol. 69 No. 4 (2025): Symbolic Boundaries in Social Communication

Articles and essays

Tokenism or Inclusion? Symbolic Boundaries Between “Us” and “Them” in the Polish Queer Community’s Reception of LGBT+ Ads

DOI: https://doi.org/10.35757/KiS.2025.69.4.10
Submitted: February 27, 2025
Published: December 12, 2025

Abstract

LGBT+ representation in advertising elicits diverse reactions, influenced by social identity, cultural norms, and individual beliefs. In Poland, where LGBT+ rights remain a contested issue, such portrayals can generate both acceptance and resistance. This study examines how members of the Polish queer community respond to LGBT+ advertisements, using Social Identity Theory and symbolic boundaries as analytical frameworks. Based on focus group interviews with 13 participants, the findings reveal tensions between the need for authentic representation and concerns about tokenism and corporate motives. Applying Constructivist Grounded Theory, the study highlights how queer individuals navigate these portrayals, offering insights into media, identity, and inclusive marketing in polarized societies.

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