Inappropriate? Gay characters affect adults’ perceived age appropriateness of animated cartoons

Abstract Children’s movies and animated cartoons today increasingly include homosexual characters, which can be welcomed from an equal-rights perspective. Yet, an intensive public debate has been initiated regarding the (age) appropriateness of such depictions. So far, it is unclear how heterosexual adults react to the presence of gay characters in children’s animated cartoons. Drawing from social identity theory, we conducted an experiment in Germany. Using the Powtoon animation software, we created two versions of a trailer of a fictitious animated cartoon based on two almost identical storylines – one involving a heterosexual couple and the other a lesbian couple. Participants were exposed to only one version. Results of the experiment revealed that adults gave higher age ratings to the version that featured the lesbian couple. Yet, this effect was moderated, with only center- to right-leaning persons being affected. No effects were detected for left-leaning individuals. An exploratory analysis further revealed a moderation effect for individuals who believed in protection myths (i. e., protecting children from exposure to homosexuality), resulting in them giving higher age ratings compared to people who did not believe in protection myths. Implications are discussed, and age-rating measures are proposed for examining reactions to gay characters in communication research.