THE ROLE OF LGBT MEDIA CAMPAIGNS IN THE ADVOCACY PROCESS FOR SAME-SEX MARRIAGE RIGHTS

Abstract

This article explores how LGBT media campaigns might shape public awareness, attitudes, and ultimately the policy advocacy on same-sex marriage in Vietnam. Grounded in Agenda-setting Theory, Framing Theory, and the Theory of Planned Behavior, the study tested a structural model using survey data from 435 respondents collected online in 2025. PLS-SEM was employed to assess both direct and indirect relationships. Results suggest that campaigns did not clearly shift public awareness, perhaps because reshaping deep-seated beliefs requires sustained and multi-channel efforts. In contrast, campaigns did appear to influence attitudes, particularly by evoking empathy and a sense of solidarity. Both awareness and attitudes were found to matter for policy advocacy, yet attitudes emerged as the more immediate pathway through which media can affect policy processes. These findings point to the potential of emotionally resonant campaigns for short-term mobilization, while also underscoring the need for longer-term strategies that gradually build public understanding into durable policy change.