This article explores two issues through studying the Friend Exchange, a journal that features ethnographic research on the Health Prevention Project for Homosexuals in Mainland China. First, the article will profile the Journal as a classical case, illuminating how its editing and circulating model concretizes the conception of equality within a context of multiculturalism, and examining the actual operation of an alternative media in China. Second, the article will demonstrate how the Friend Exchange creatively constructs a media representation of the homosexual community. By doing this, the article will further discuss the issue of public sphere construction for the marginalized communities in China. As extended contemporary critiques, these two subjects also help to highlight the expansion of critical communication theory.