Tsai Wei Yi has recently graduated from an MSc in Marketing at the School of Management, and recently undertook a research apprenticeship project focusing on portrayals of drag in UK media. In the first of our LGBT+ History Month 2025 posts, she shares her findings and their implications.
In recent years, drag queens have stepped into the spotlight, becoming a mainstream cultural phenomenon featured on screens, at live shows and in social campaigns across the UK.
This rise in visibility serves various purposes: providing entertainment, raising awareness about social issues, and even creating a thriving economic ecosystem. As media coverage of drag culture grows, it’s important for us to critically reflect on the scope of the phenomenon.
Finding the themes
With guidance from Dr Mario Campana from the School of Management and Dr Maria Rita Micheli from IESEG Paris, I conducted a content analysis during my research apprenticeship programme.
This analysis employed a technique called topic modelling using the software R to explore the discourses surrounding drag in UK media.
After collecting online articles published by the top five media outlets – The Guardian, The Sun, MailOnline, The Independent and the Daily Mirror – from 2007 to the end of May 2024, I identified a total of 6,144 articles mentioning the term ‘drag queen(s)’.
These articles can be categorised into four main topics: art and culture; LGBTQ+ issues; entertainment; and politics.
Art and culture lead the charge, especially with the buzz around movies and theatre showcasing drag’s vibrant image in the cultural industry. Drag celebrities and popular shows like RuPaul’s Drag Race are also gaining coverage in the entertainment category, while politically related topics received less coverage.
Yet, the popularity of these topics over time tells a different story. Despite being the overall dominant topic across the period we studied, arts and culture follows a decreasing trend after 2018. This might be related to the Covid-19 pandemic starting in 2020, which led to a sharp reduction in live events.
In contrast, entertainment, social issues and politics have all increased over the past five years. In the entertainment category, terms such as ‘show’, ‘star(s)’ and ‘RuPaul’ are frequently mentioned.
This highlights the impact of RuPaul's Drag Race UK, which premiered in October 2019. The show's influence has led to widespread media attention and the celebrity status of many contestants.
Transatlantic influence
Our data showed that UK media closely follows American perspectives on political issues surrounding drag queens. In the US, these debates often reflect the divide between Republicans and Democrats, with use of terms like ‘Republican’ spiking in stories about drag during presidential elections, particularly in 2016 and 2023.
Political parties leverage these issues to rally support, with Democrats collaborating with drag queens to appeal to LGBTQ and Gen Z voters. However, political polarisation has led to negative consequences, including increased violence against LGBTQ individuals – including drag queens – often linked to political expression. This is also reflected in frequent mentions of ‘police’ found in our data.
In 2023, LGBTQ+ social issues accounted for the largest proportion of discussions, making up 29% of articles. This increase is largely driven by debates surrounding whether it is appropriate for drag queens to hold ‘story hour’ events for children.
This controversy also highlights the rising trend of discussions around the term ‘gender’, which have been on the increase since 2015. These discussions often centre on whether teaching children about gender identity at an early age may lead to confusion.
In general, the discussion of drag queens in UK mainstream media highlights the commercialisation of drag culture within both the entertainment industry and politics. While on one hand this trend brings attention to diversity issues, on the other it can also lead to criticism and serious acts of hatred.
Engaging for good
It is hard to determine whether the media actively shapes our perceptions or simply reflects public opinion.
As consumers, elevating our media literacy and engaging in critical thinking when interacting with media content is essential, especially regarding complex topics such as drag culture. This includes acknowledging the political factors, controversies and cultural values associated with drag queens. By developing a well-rounded perspective, we can contribute positively to the media ecosystem.
Equally, political and business interests influence the image of drag queens in society, sparking discussions that range from cultural appreciation to significant social concerns. For business decision-makers, it’s crucial to consider the potential societal implications of their marketing strategies.
My MSc dissertation noted that individuals opposed to drag culture might find their stigma to be reinforced, especially when exposed to negative portrayals of drag queens associated with delicate political issues in the media. Similarly, stigma can be alleviated when people with conflicting feelings or those who feel alienated have positive experiences when engaging with drag culture.
As a result, using thoughtful and tailored promotional and educational messages serves not only the short-term interests of organisations but also promotes social, economic and political inclusion.
Respond
