Queer television studies scholarship tends to construct "queerness" and "normality" as incommensurable concepts, defining queer "against the normal rather than the heterosexual." In this article, we show how this construction is specifically intertwined with highly liberalized media contexts, and generates a fundamentally static understanding and operationalization of the concept of normality in queer television studies. Turning to Flemish television fiction of the late 1990s, we point to a dynamic and open-ended approach toward sexual and gender diversity, and illustrate how televised normality itself can be a queer phenomenon. In doing so, we offer a framework to understand the proliferation of LGBT+ characters and storylines in twenty-first-century Flemish television fiction, and contribute to a nuanced understanding of the dynamics of normalization and television fiction in a western European television industry.

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Public Service Broadcasting in Europe and its centrality to cultural diversity has been established in relation to race, multiculturalism and gender, but LGBT+ sexual identity remains relatively absent from research. This article aims to address this gap by fostering a historical approach to examine the ways in which LGBT+ identities emerged on Public Service Broadcasting within Western Europe, specifically in Ireland and Flanders during the 1950s–1990s. Through a small-scale comparative case study analysis between these two regions, this article contends that the emergence of LGBT+ visibility is intrinsically linked to Public Service Broadcasting in both landscapes. Specifically, the article argues that this emergence shares two distinct structural qualities in the emergence of this LGBT+ visibility. First, the comparison points to the ways in which Public Service Broadcasting production cultures incorporated external expertise regarding LGBT+ diversity, presenting itself as a practical operationalisation of the social responsibility of publicly funded media in both regions. Second, later parallels in the introduction of LGBT+ characters to television fiction series illustrate how Public Service Broadcasting responded to various forms of competition from international and commercial broadcasters, engendering particular implications for the visibility of same-sex desire. While contributing to historical treatments of LGBT+ visibility familiar within Queer Media Studies, this article goes against the Anglo-American dominance of the field by examining more local contexts outside the US/UK centric paradigm, diversifying the contexts in which Queer Media Studies research takes place.

This article troubles the intuitive link between emancipatory portrayals of sexual and gender diversity and ‘quality television’ by focusing on three Flemish ‘prestige’ dramas: Met Man en Macht (VIER, 2013), Bevergem (Canvas, 2015) and Den Elfde Van Den Elfde (één, 2016). Contrary to the United States, Flemish quality television portrays fewer LGBTQ+ characters and narratives than less ‘prestigious’ content. Approached from a Bourdieusian perspective, the cases discussed show that when LGBTQ+ characters are featured in prestigious domestic fiction content, they function as distinctive queers. This article argues that, whereas LGBTQ+ characters in US quality television affirm the socio-cultural disposition of the target audience, Flemish prestige television fiction delegitimizes that of the group from which the imagined audience distinguishes itself. Distinctive queers circulate in a larger cultural repertoire associated with Flemish prestige television fiction, recasting markers of ordinary Flemishness found in domestic content. This repertoire is organized around the motif of the parish, and discursively separates Flanders into two distinct temporal configurations: one decidedly pre-modern and inferior, the other expressively modern and superior. A synecdoche for ‘common Flanders’, the parish constructs the majority of Flemings as culturally coarse, backwards and innately unable to be legitimately modern. As the analysis shows, distinctive queers accentuate the social deficit of mundane communities, and textually perform the distinction of fashionable, socially liberal urban-minded Flemings. In consonance with the hyperbolic representations that recast ‘ordinary Flemish cultural life’ as grotesque and ridiculous, distinctive queers frame LGBTQ+ inclusivity as the prerogative of conspicuously absent urban, socio-culturally progressive Flemings.

Fictional representations of LGBT+ people offer a way to study how socio-cultural discourses on sexual and gender identity are reflected in popular culture. Notwithstanding the fact that particular contexts play a pivotal role in this dynamic, queer television theory currently derives exclusively from U.S. cases. With a quantitative analysis of LGBT+ characters in Flemish television fiction between 2001 and 2016, this study provides a descriptive framework to engage with the representation of sexual and gender diversity in a different context. Firstly, the study establishes the prominent presence of LGBT+ characters in Flemish television fiction. It shows that differences between Flemish public and commercial fiction content are negligible, but that discrepancies between genres are significant. The scarcity of sexual and gender diversity in externally produced ‘quality’ fiction, moreover, suggests a need for channels to formulate stricter expectations to production companies. Concerning individual characters, the study points to an overrepresentation of gay male characters, a lack of LGBT+ characters of color and the pervasiveness of gender conformity. Closer analysis, on the contrary, reveals a disarticulation of Flemings of color from homophobic violence, and the recasting of gender non-conformity on straight characters. This suggests a critical, self-reflexive awareness of stereotyping in fiction production. Accordingly, the findings of this study offer a point of departure for qualitative engagements with LGBT+ televisibility in Flanders. The data presented should not be conceived of as a finality, but as a necessary framework to internationalize and diversify the study of sexual and gender diversity on television.