Abstract
During the past few years the so-called "anti-gender campaigns" in Bulgaria have revitalized the polemics surrounding the development of non-heterosexual identities claiming that these identities are "imported" by "Western" politics and discourses in order to "weaken" and transform national cultural and political models. Analyzing 63 semi-structured in-depth interviews with non-heterosexual males from different generations, this study aims to contribute to the theories of non-heterosexual identity development by providing data from Bulgarian context. The data from this study suggests that: (1) non-heterosexual male identities in Bulgaria have existed before the "global gay culture"; (2) the younger the participants the earlier they realize their non-heterosexual desires often within the "pre-sexuality stage" defined by the stage models and the youngest cohort self-label their same-sex attraction mainly through an "identity-centred" sequence, before engaging in sexual activities; (3) the greater awareness of role models, the wider access to information, and the involvement in the LGBTQI + communities have contributed to a more positive and self-respectful identity development; (4) physical contacts and observations as significant sources for the questioning of a non-heterosexual identity have been replaced by virtual observations and communication; (5) the Internet and social media have made non-heterosexual identity development more accessible regardless of social and economic background, and that (6) non-heterosexual identity development does not lead automatically to a culturally defined gay identity.