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The world has become more tolerant towards homosexuality, yet discrimination based on sexual orientation and gender identity persists in Latin America and the Caribbean, as in many other regions. This column explores the influence of TV representation of LGBTQ+ characters on individuals’ attitudes towards the LGBTQ+ community. Analysing data from 175 soap operas with LGBTQ+ characters across 14 countries in Latin America and the Caribbean from 2002 to 2019, it shows that exposure to these soap operas generates a short-term backlash in attitudes, especially among people with more conservative beliefs. The result is driven by comedies, highlighting how particular media portrayals can negatively shape societal perceptions of minority groups.