How Visible Is the Rainbow Flag? LGBT Representation in Philippine TV Commercials and Online Advertisements

This study analyzed the representation of lesbians, gays, bisexuals, and transgenders (LGBT) in 15 Philippine TV commercials and online advertisements using a qualitative research design.Drawing from the framework on the nature of gender portrayals, the study examined the setting, degrees of dress, voiceover, and product category of LGBT-themed ads.It was found that most of these ads were set indoors, with the characters portrayed as fully and suggestively dressed.The majority of the ads do not have voiceovers and are associated with varied product categories.A content analysis using queer coding was further conducted to explore LGBT media representation based on queer signifiers such as clothing, dialogue, behavior, jokes, and secondary characters.Thematic coding was used to determine the similarities in LGBT representation based on the mentioned queer signifiers.Intercoding was done to establish accuracy and consistency in data coding.The findings revealed that queer signifiers reinforce and undermine the LGBT characters' queer identities.They were portrayed wearing clothes that can and cannot be associated with their queer identities, while some LGBT characters' representation remains to be heteronormative.Dialogue and behavior were used to express the characters' emotions and queer identities.Jokes were used in the ads to add humor, hide emotions, and show intimacy.However, they were also found to hinder the characters' expression of their sexuality.Secondary characters were either supportive of the LGBT community or reinforce their heteronormativity.It follows from this that a deconstruction of such limited and heteronormative representation should be considered.