Abstract

This research examines the sexual objectification of gay male characters in trailers of a popular Spanish drama series, Elite, produced by Netflix and distributed via YouTube. Using representation theory as the theoretical framework, this research investigates whether the sexualization of same-sex characters in Elite trailers has been a successful marketing strategy promoting the Spanish drama. Applying semiotic analysis as the methodological framework, this research investigates how same-sex intimacy is exploited to seek higher audience engagement with the trailers and the show. A comprehensive set of semiotic analytical tools and decoding signs and symbols, along with deconstructing connotative and denotative meanings, deconstruction of shots, and sign analysis, were applied to decode the visual data that substantiate the conclusions of this research. The findings derived from the semiotic analysis testify that gay characters are sexualized with a display of nudity and eroticism throughout the trailers, leading to higher viewership engagement and greater interest in the show.