“It is universal love beyond homosexuality and gender difference”: critical media discourse analysis of boys’ love dramas in Japan

Through a critical media discourse analysis of boys' love (BL) dramas in Japan, this study analyses how cultural works on same-sex romance have been publicised and perceived in the Japanese society. Text was collected from comments from the production team and actors on the official websites of productions, introductions, commentaries, and interviews in the media, and comments from fans on the official websites. Norman Fairclough's (2003) three-dimensional model was used to examine how discourse practice is contextualised in relation to the wider society and culture. This study shows that the BL category is stigmatised as something to be overcome, and the discourse of "going beyond" is used favourably, making the underlying homophobia and misogyny unquestionable. The study criticises the potential for "universalisation" beyond "transcending" BL and gender, emphasising the importance of the commonality and universal messages as human beings, while bleaching out the unique aspects of experience due to gender and/or sexual orientation. It is essential to critically examine the sociocultural implications of the production and consumption of BL drama, focusing on whether it fosters positive change in society, rather than altering the genre to conform to a notion of "universal love" to appeal to a wider audience.