Media and the LGBT Community

  1. Jill Andrews
  2. September 28, 2016 9:41 am

Media and the LGBT Community

Media and the LGBT Community

 

Media is an interesting study when considering how the gay and lesbian community choose to watch and read certain avenues in media. The impact that media has on a community may well be a situation in which drives them to act to use a media source they were exposed to. According to Harris Interactive and Witeck/Combs data in July 2003, Mainstream media magazines are 15% more likely to be read by gays than heterosexuals. There was also a higher increase in lifestyle, home decorating, and design magazines. They are also more inclined to watch HBO, Showtime, and Cinemax as well as subscribe to cable and satellite TV according to Simmons who surveyed 19,000 people. Television in general is more appealing to this population due to the creativeness and instances in which it can appeal to a desire they have and plans for the future.

Some common channel selections for both gays and lesbians, according to MediaLIfe, is Discovery, Bravo and Lifetime. The motivation that magazines bring to gays is 21% in comparison to %16 of Heterosexuals and their experience with magazines and whether they influence buying decisions or not. They are more likely influenced through the media advances to get a consumer’s attention and ultimately ploy their resources to help fund their budgets. Commercials are not something that are often forwarded through as the information on them are important and critical for potential purchases according to importance for gay consumers. If a company is more likely to favor a diverse population, the gay community will be more likely inclined to support that type of business. Diversity is important and it is especially important for a community that has not been inclusive of you in the past to then feel that the only place they can be themselves is with other people that are different and diverse in action, look, and decision-making.

Many agreed that the person one is working with at a store, for example, would have a more positive experience if they know the person is gay or lesbian. This bias may not be a realized one but many people feel more comfortable around those who look or act like them, so this would make sense. One of the greatest marketing ploys towards this type of community is that of alcohol. Alcohol is something that numbs pain and assists in the progress of conventional meeting places for gays to officially meet in the late 1969. Because of this local meeting place for people, they began to identify with that type of behavior and the acceptance of drinking became something that was done when they were together. The rate of smoking and drinking is significantly higher in homosexuals and consumption did not decrease with age. This is not the case for heterosexuals. As heterosexuals age, they have an ability and their own personal conscious that prohibit this addiction. The wedding industry is vastly growing and the desire for it among homosexuals is increasing.