The discursive manifestation of normativities in coming-out-to-family discourses in Japanese social media

This study investigates the discursive manifestation of normativities and participants’ orientation to them for identity work in coming-out-to-family discourses in Japanese YouTube videoclips posted by self-identified gay men. The study focuses on how the participants – the YouTubers and their family members – use discourses of normativity as a resource to illegitimize and legitimize sexual identities. It also touches on the conceptualization of homonormativity in the Japanese context. The analysis suggests that in societies like that of Japan, where heteronormative ideals are deeply entrenched in the culture, homonormativity may not be fully conceptualized at the level of local gay male communities, while the dominant heterosexual community, conversely, may have a clear vision of homonormativity for these individuals. It thus further considers the viewpoints that shape normativities for marginalized social groups.