How advertising shapes the image of gayness in America
The past decade has seen a dramatic increase in the presence of gays in American advertising. The media has transformed the stigmatized stereotype of gays into a new, socially desirable image of stylish consumers with high-end taste. This marketing strategy affects the way gays understand themselves and influences the meaning of gayness for society in general, explains Wan-Hsiu Sunny Tsai, assistant professor of advertising at the University of Miami School of Communication, in a study recently published by the Journal of Advertising.
"The findings illuminate the influential role of advertising in informing and shaping personal identities and highlights the often ignored sociopolitical dimension of advertising, Tsai says. "In other words, when marketers argue that no matter who they target, 'it's just business,' their marketing messages actually have broader, cultural impacts on the minority community."
The researcher uses an interpretive approach to analyze television commercials made by mainstream advertisers. In the study, 25 gay and lesbian participants with different ethnic, age, and professional backgrounds observed 10-15 commercials that "exemplified dominant gay and lesbian portrayals." The participants discussed how the advertising representations were similar or different to how they viewed themselves and provided "vivid interpretations of the media representations."
According to the study, five specific strategies emerged within these minority consumers to interpret the messages catered to them:
- Gay men accepted the perception of "higher disposable income of gay male households" and transformed material consumption into a definition of self-worth. "I was on many consumer panels because I fit the profile of gay men who have disposable income and travel a lot," one participant said.
- Participation in the mass market was equated to membership in mainstream society. "We got money. We contribute to the corporation. We contributed to big business. We got families. We are part of the mainstream now," a participant said.
- Targeted advertising was identified as an essential step in achieving social political inclusion. "Consumer rights and citizenship, civil rights are intricately connected in the United States [ ]. And when we express our identity as a consumer, that reinforces and strengthens our identity as a citizen," a participant said.
- Perpetuating problematic depictions of gays as effeminate men or lesbians as "sexualized femme" was tolerated in the interests of social inclusion. "I was ambivalent when watching this commercial. It's playing up the stereotype. But for me, if you can see gay people on TV in Texas, it's positive," one participant said.
- Participants were willing to give up something of their subcultural identity for the sake of total acceptance in society. "When we are truly accepted in the society, we will just blend in [ ] even that might mean sacrificing our uniqueness," a participant said.
Currently, the researcher is working on a project about gay and lesbian consumers' political consumption to understand how they would respond to political appeals in advertising messages (e.g., companies advertising themselves as a gay-friendly work place, or a long-time sponsor of the Lesbian, Gay, Bisexual and Transgender community).
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University of Miami
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Dec 05, 2011
Rank: 2.3 / 5 (3)
Must be a British thing. In the U.S., you'd never use the word "gayness" like this. Substitute "homosexuality" or "gays" or "gays and lesbians" and it makes sense here. Who knows, maybe it's poorly written in both countries and didn't get caught by the editors?
Dec 05, 2011
Rank: 2.5 / 5 (82)
Muslims?
Dec 05, 2011
Rank: 1.7 / 5 (6)
Dec 05, 2011
Rank: 2 / 5 (4)
Well, makes about as much sense as any of your crackpot nonsense. So, in that vein, par for the course.
Dec 05, 2011
Rank: 2.5 / 5 (83)
Well by that logic Christianity should be banned. It's outwardly hostile to all other people's and quite violent. Also diseases have been known to spread in christian areas.
For example, the christian areas of Africa are more inflicted with AIDS than the islamic parts.
Maybe the problem is christians are latent homosexuals and aren't willing to take prophylactic measures to compensate for their lifestyle?
EDIT:
He's not trolling you moron. He's just like you, a conservative with VVVV-his head so far up his ass he'll never see daylight.-VVVV
Dec 05, 2011
Rank: 3.4 / 5 (5)
Come on. If you're going to troll, isn't the whole idea to be slightly more sly about it than this ridiculous rant? Shouldn't you at least try to work in some "scientific" information from the Church of Latter-Day Homophobes or something?
Dec 05, 2011
Rank: 1.1 / 5 (34)
You disagree with the guy. I disagree with the guy. And your brilliant conclusion based on this rock-solid information is that this makes him a conservative "like me". Derrrrrrrrrr.
Dec 05, 2011
Rank: 2.4 / 5 (84)
You were calling him a troll because you don't want him to speak for your side. Too bad, he does. Deal with it.
Dec 05, 2011
Rank: 1 / 5 (2)
Homosexual a dangerous lifestyle, ah yes it is. AIDS would not exist to the extent it does today if it were not for gay sex. Homosexuals have a dramatic shorter lifespan than heterosexuals. They also have many more mental issues, and even though it is not PC to speak about it they are more prone to be pedophiles.
Dec 05, 2011
Rank: 2.5 / 5 (81)
http://jonathantu...sayings/
So... are you going to deny Bush as a Christian... or what?
Christianity is a dangerous lifestyle that promotes the spread of AIDS. Just look at a density map of Africa showing the spread of the disease.
Dec 05, 2011
Rank: 2.5 / 5 (2)
The problem with people like you...ok, ok, ONE of the problems with short-sighted, limited intellect, fear-and-hate mongering people like yourself is that you're stuck in some sort of middle-school level thought pattern where you actually believe that people are grouped into "sides". In your case specifically, you seem to think those "sides" are conservative and liberal. Anyone you don't like or disagree with even once gets this treatment: labelled a conservative, lots of nasty name calling, dozens of your alias sock-puppets robo-voting their comments, etc.
This may shock you: it's not all that simple.
Dec 05, 2011
Rank: 1 / 5 (1)
Grow up Frank. You don't have mind-reading ability, and have no idea of what other people's motivations are.
I called him a troll because he was clearly trolling. It's a word, with a common meaning and a definition. And it fits perfectly.
Dec 05, 2011
Rank: 2.5 / 5 (80)
Uhh you're the one that constantly tries to label you disagree with as liberal, morons, children, or girly. I'm simply responding in a frustrating manner hoping you might just realize you're engaged in the same BS. This is admittedly unlikely.
It's very clear from his post history that he was sincere. No mind reading was necessary.
It's my opinion that wasn't his intention. He's not a troll.
Dec 05, 2011
Rank: 1 / 5 (2)
Looney. Even by your flagrantly looney standards. I mean, wow. Just wow.
Dec 05, 2011
Rank: 2.5 / 5 (81)
Right. Do you also have voices in your head? Just because people give you poor ratings doesn't mean it's some liberal conspiracy. Try having good opinions.
Dec 05, 2011
Rank: 1 / 5 (2)
Truly funny stuff. I MAYBE have used the word liberal on PhysOrg a total of 3 times. Maybe. I am honestly convinced that with all of your sock-puppet aliases and whatnot that you get confused even over the people with whom you are debating.
Or perhaps, as I have suggested above, you literally can not comprehend that human viewpoints are quite complex and don't fit into neatly-defined categories that make it easy for you to identify your teammates and your "opponents".
Dec 05, 2011
Rank: 1 / 5 (2)
Your ability to fabricate anything you wish and attempt to mold it into your reality is amazing. You are now literally making things up out of whole cloth. While I certainly do use the word moron quite a bit, I explained above that you have me confused with someone else if you think I'm a liberal-conservative looney. In addition, "children" or "girly" just aren't in my extensive repertoire.
Dec 05, 2011
Rank: 1 / 5 (2)
lmao. Nice try Franky. However, your sock-puppet voting trick is well documented. I even recall you admitting to it some time ago (more than once).
There's no real mystery. Disagree with Franky, and two things happen:
1) Frank begins showing up just after every post you make on any article, any topic in order to pick a fight.
2) Every single post will get a robo-voted series of "1" votes, within about 2 seconds of each other, across multiple articles. The same 5/6/7 names, in the very same order.
Hilarious stuff. But, I supposed it keeps you from stalking children or whatever else you'd be doing otherwise.
Dec 05, 2011
Rank: 2.5 / 5 (81)
Dec 05, 2011
Rank: 2.5 / 5 (80)
It demonstrates that Nerdyguy has recognized me as "the enemy" and is willing to do or say anything to defeat me. He will charge me with every little flaw he sees in himself.
He is engaged in disinformation; therefore, he accuses me of it. He is also a puppet account. Whose I'm not exactly sure, but he didn't register until all this down-voting business started that the teabaggers here feel they need to blame on me.
I guess they are threatened by factual information and having their opinions-presented-as-facts called out as such.
Dec 05, 2011
Rank: 1.1 / 5 (34)
lmao dude. So, your original thought process is to attack me by accusing me of precisely what I've accused you of doing? Come on, you can do slightly better. I mean, creativity counts here!
BTW, who is "they"? All those neo-conservative right-wing mafioso out to get you? With all our super-secret CIA contacts, you'd better be careful.
Dec 06, 2011
Rank: 1 / 5 (2)
I thought this was an article about some new Apple iPad or such.