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Social Media for Reducing Prejudice and Promoting Tolerance: Characteristics of LGTBIQ+ Content and its Impact on Well-being and Social Attitudes across Diverse Audiences
This project aims to investigate how LGBTIQ+ issues are portrayed on social media and how exposure to this content affects well-being and prejudice reduction among diverse audiences. Based on this, two main objectives are proposed: (1) to explore the various ways in which LGBTIQ+ identities are portrayed across different content genres on social media, and (2) to examine the effects of exposure to LGBTIQ+ content on well-being and prejudice reduction among diverse audiences, exploring how the characteristics of this content influence its impact. To achieve these objectives, the project will employ a mixed-methods approach combining qualitative methodologies (content analysis and focus groups) and quantitative methodologies (a longitudinal survey and experimental studies). Accordingly, seven studies will be conducted to address the aforementioned objectives. The results of this project are expected not only to fill existing gaps in the research but also to have important scientific and practical implications. In particular, this project will (1) advance knowledge of the characteristics of LGBTIQ+ content on social media, and (2) develop theoretical models of the media effects of LGBTIQ+ content, enhancing our understanding of the psychological mechanisms through which social media content can help reduce prejudice and improve the well-being of LGBTIQ+ individuals. Finally, the results of this project will also provide relevant insights into improving the ways in which LGBTIQ+ issues are portrayed on social media and developing content that respects all audiences while fostering a more tolerant, respectful, and democratic society.
Project financed by the Ministerio de Ciencia, Innovación y Universidades in collaboration with the EU in the frame of the “Convocatoria de subvenciones del programa de apoyo a proyectos de investigación en ciencia aplicada, cofinanciadas por el Fondo Europeo de Desarrollo Regional”. Project reference: PID2025-168156NA-I00
