Rising Against LGBT Taboos Through Communication and Social Marketing Strategies: Using Web TV Series to Challenge Discriminatory Behavior

Introduction

It is unquestionable that the lesbian, gay, bisexual, transgender and intersex (LGBTI+) community is now more visible than before, due to changes in legislation, the role of various pro-LGBTI+ organizations and the representation of this community in the media (Burgess & Baunach, 2014). Moreover, there is also an increased number of media content (news, advertising, tv series) featuring LGBTI+ people, but the community is reported to be represented with a skewed and reductive image, failing to embody the majority of existing identities within the queer spectrum and making most groups in this community vulnerable and victims of homophobic behaviors (Fryberg & Ownsend, 2008; Nölke, 2018). Homophobia has historical and cultural roots that promote certain stereotypes and, consequently, prejudices that are difficult to erase (Costa, Bandeira, & Nardi, 2013; Madureira, 2007). Exaggerated portrayals of LGBTI+ characters often emerge, perpetuating negative stereotypes (Fryberg & Ownsend, 2008). For example, gays and lesbians are often perceived as promiscuous and sexually deviant (Levitt & Klassen, 1974), gays as melodramatic (Madon, 1997) or lesbians as masculine and aggressive, (Geiger, Harwood, & Hummert, 2006). In this sense, the weak or poor representation of the LGBTI+ community in the mass media, makes it difficult to reduce stigma. Hence, this community still faces astounding challenges and draw backs worldwide, particularly in Europe, where homosexuality is still a taboo subject in many of the countries. As reported by the 2021 Rainbow Europe Map, one can observe an almost complete stagnation on human rights of LGBTI+ people across Europe (ILGA Europe, 2021). Concerned that, in the last year, hardly any positive changes were achieved in the 49 European countries under study, ILGA-Europe highlights that only three moved up in the ranking: Albania, Finland and Portugal, due to small changes implemented.

This chapter aims at shedding some light on this topic, by presenting a case study on how a web series developed in Portugal targeted to young generations, representing the daily lives of five LGBTI+ friends – Casa do Cais – was received by its audience. It builds on the importance of finding innovative ways to communicate with this public, in alternative television genre entertainment-education formats, very much directed to their preferences and habits. The case study explores the potential of using web series such as Casa do Cais as social marketing tools aimed at promoting changes in the perceptions and attitudes of the audience, towards LGBTI+ community.