A multimodal discourse analysis of select Indian queer advertisements and representation of negotiated queer visibility in mass media.

Introduction: The queer portrayals in mainstream advertisements have significantly increased after India scrapped Section 377 on 6th September 2018. But only a few scholarly studies have been made on how these marketing campaigns have positively portrayed queer identities by uplifting and embracing diversity, rather than merely being profit-oriented. Methods: This study focuses on analyzing advertisements in India featuring LGBTQ+ characters post 2018, using a mixed-method design. Applying the Multimodal Critical Discourse Analysis, five advertisements are studied, and along with this, a survey of 100 participants is included on the visibility, normalization, and commodification. Results: The survey results suggest that queer advertisements are socially constructive by heightening the understanding and destigmatizing LGBTQ+ identities despite being driven by commercial reasons. The multimodal discourse analysis highlights that these queer advertisements often depict the affirmative narratives of common residential settings, familial acceptance, and emotional interaction, basically pushing queer inclusion. Discussion: An ambivalent yet culturally significant shift is found as queer advertisements function as a form of negotiated visibility in which cultural inclusion and commercial intent coexist. It feels as though the companies are trying to address a social issue while making a buck for themselves. The paper contributes to the ongoing debates on queer visibility and highlights the transformative potential and representational limits in Indian Queer advertisements after 2018.