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KiS baner

Tom 69 Nr 4 (2025): Granice symboliczne w komunikacji społecznej

Artykuły i rozprawy

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
Przesłane: 27 lutego 2025
Opublikowane: 12 grudnia 2025

Abstrakt

Reprezentacja osób LGBT+ w reklamie wywołuje zróżnicowane reakcje, kształtowane przez tożsamość społeczną, normy kulturowe i indywidualne przekonania. Takie przedstawienia mogą budzić zarówno akceptację, jak i opór, szczególnie w państwach takich jak Polska, w których prawa osób LGBT+ pozostają kwestią sporną. Niniejsze badanie zawiera analizę reakcji polskiej społeczności queer na reklamy z motywami LGBT+. Autorka wykorzystuje przy tym teorię tożsamości społecznej oraz koncepcję granic symbolicznych. Wyniki analizy wywiadów fokusowych ujawniły napięcie między potrzebą autentycznej reprezentacji a obawami o tokenizm i motywacje komercyjne. Zastosowanie konstruktywistycznej teorii ugruntowanej pomogło zrozumieć, w jaki sposób osoby queer odbierają przekazy reklamowe, pozwoliło sformułować wnioski na temat mediów, tożsamości i inkluzywnego marketingu w spolaryzowanych społeczeństwach.

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