Homosexual Media Exposure and Attitude toward omosexuals: Moderating Role of Religion
Abstract
Online streaming platforms over the past 10 years are growing faster than ever in this new millennium of digitized technological innovation. These platforms have not only revolutionized the means of media consumption but they are producing unexpected effects on the masses as well. For the most part, these platforms have captured the masses around the globe through enormous entertaining content by distributing diverse films and television series. The current research aims to investigate the impact of homosexual media on attitude formation and moderating role of religion on the relationship between content exposure and attitude toward homosexuality. In this study, a questionnaire was adopted as an instrument to collect the data. A sample of 440 adults and young adults was selected by using convenience sampling technique. Further, by using concept of ‘Symbolic interactionism’ the study aimed to understand how media exposed people to its content and how religion moderate between media exposure and attitude formation. Findings of this research suggested that majority Pakistani adults and young adults hold a negative attitude towards homosexual people. Furthermore, moderating displaying an evidence on the absence of any consequential and significantly conditional role of religion among the relationship between exposure of homosexual content and attitude of adults and young adults.
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