The Portrayal of the LGBTQ+ Community in Vietnamese Online Newspapers: A Content Analysis of Heteronormative Language

Abstract

This article reports the findings of a study investigating the portrayal of LGBTQ+ identities in six of the most-read Vietnamese online newspapers. Adopting a mixed-methods approach grounded in queer linguistics and framing theory, the research group analysed 205 articles to identify the patterns of heteronormative language in LGBTQ+ portrayal. The analysis focuses on the frequency of representation, tone of voice, framing devices, and linguistic stereotyping. Quantitative results reveal significant disparities in portrayal: 38% of articles referred only to the general LGBTQ+ label, while subgroups, especially bisexual and transgender individuals, remain notably underrepresented. Stereotypes related to appearance, occupation, and social relations are prevalent, reinforcing generalized and heteronormative portrayal. The results of the framing analysis based on Entman’s model reveal a limited narrative depth and a tendency to associate LGBTQ+ subjects with societal issues. The article also discusses the role of heteronormative cultural frameworks in shaping media discourse and discusses the possible impact of such heteronormativity in shaping public opinion on matters regarding the LGBTQ+ community. Findings underscore how mainstream media in Vietnam continues to both reproduce and challenge heteronormative norms, highlighting the dual role of media as both a site of marginalization and potential affirmation of queer identities.

Received: 12^th May, 2025; Revised: 4^th August, 2025; Accepted: 10^th October, 2025