Does pro-gay messaging from a celebrity athlete work in conservative contexts? Evidence from the Republic of Georgia

Abstract

ABSTRACT A growing consensus indicates that increasing visibility, awareness-raising, and positive media representations of gay people, through public advocacy and endorsements, contribute to tolerance and support. In particular, existing studies in the West show the promise of celebrity endorsements in promoting pro-gay attitudes. However, an emerging body of research, largely outside the West, points to potential backlash surrounding gay identity. We examine the efficacy of celebrity pro-gay endorsements. In an original survey experiment in Tbilisi, Georgia involving randomized pro-gay endorsements from a prominent Georgian football star, we find that a pro-gay celebrity endorsement reduces tolerance toward gay people. Our results have implications for the success of public messaging on gay identity in conservative social contexts.