For the girls, gays, and theys: LGBTQ+ stakeholder communication and alignment of video game brands

Queer identities have predominantly existed at the peripheries of media representation as well communication research. Linking this research gap with field video games a medium, study examines game companies and their strategic efforts toward LGBTQ+ stakeholders through critical discourse analysis influences queer theory. With focus, we aim to identify how discursively construct utilize them for communication. Through social online discourses surrounding two inclusion, show that branding has an influence on way are employed throughout year, type content. Furthermore, in our selected cases, organizations can successfully align themselves by having inclusion core authentic organizational practices.