The Effects of Media Use and Traditional Gender Role Beliefs on Tolerance of Homosexuality in China

Using the Chinese General Social Survey (CGSS) data collected in 2015, this study investigates the effects of traditional media use and Internet use on tolerance of homosexuality, and the extent to which traditional gender role beliefs can moderate these effects. The results show that, while Internet use had a positive effect on tolerance of homosexuality, exposure to traditional media was likely to inhibit such tolerance. Moreover, traditional gender role beliefs are found to be able to undermine the liberalizing effect of Internet use on tolerance of homosexuality. The implications of the findings for understanding attitudes toward homosexuality in China are discussed.