Framing LGBTQ+ identities: production and reception in a Vietnamese reality talk show

(2018-2022). Drawing on Framing Theory and Self-Representation Theory, it combines a content analysis of 203 episodes with two online focus group discussions involving 12 LGBTQ+ viewers. The analysis identifies three dominant framing categories: (1) the coming out journey; (2) relationships with family and society; and (3) self-expression without confrontation. While the programme expands the visibility of LGBTQ+ individuals in mainstream media, it continues to reflect biases related to gender identity, occupation, and regional background. Focus group findings show that while LGBTQ+ audiences recognised the programme's role in increasing visibility, they also critiqued its selective and sensationalist portrayals. Viewers emerge as active, critical interpreters who call for more authentic and nuanced representations of queer lives.