Author: Variety
Author Contact: variety.com
Published: 27th May 2020 - Updated: 18th Jul 2022
Peer-Reviewed Publication: N/A
Additional References: Entertainment Publications
Summary: Movies, television shows, and ads can help change attitudes about and erase prejudices towards the lesbian, gay, bisexual, transgender, and queer community.
Movies, television shows, and ads can help change attitudes about and erase prejudices towards the lesbian, gay, bisexual, transgender, and queer community. That's the big takeaway from a new study conducted by advocacy group GLAAD and Procter & Gamble, the world's largest advertiser. It found that 48% of non-LGBTQ people became more accepting of gay and lesbian people over the past few years because of their representation in media, significantly higher than reported for those who did not see LGBTQ people in the media. Seventy-six percent said they were comfortable seeing LGBTQ characters in films like "Love, Simon" and shows like "Pose."
Moreover, 80% of those surveyed said they had become more supportive of equal rights for LGBTQ people after being exposed to them on television or at the movies. In comparison, only 70% of those not exposed to LGBTQ people in the media felt this way. The survey was conducted online between Nov. 20 to Dec. 3, 2019, and polled more than 2,000 non-LGBTQ American adults.
"The findings of this study send a strong message to brands and media outlets that including LGBTQ people in ads, films, and TV is good for business and the world," said GLAAD president and CEO Sarah Kate Ellis a statement. "During the COVID-19 pandemic, when media consumption is up, and media outlets serve as lifelines for LGBTQ people in isolation, companies should recognize that now is the right time to grow the quality and quantity of LGBTQ people in advertising."
The poll also found that 45% of respondents exposed to LGBTQ people in the media say they are more accepting of bisexual people over the past few years, while 41% are more accepting of non-binary people. 72% of respondents were more likely to be comfortable learning that a family member is LGBTQ than the 66% of respondents who had not been exposed. That shift in attitudes comes as more people report having LGBTQ people in their social circles. Eighty-six percent of non-LGBTQ people say that they know someone who is LGBTQ.
That move towards broader acceptance is manifested in other ways. Seventy-nine percent of respondents exposed to LGBTQ people in the media are comfortable having a new LGBTQ family with children move into their neighborhood. In contrast, roughly 70% of respondents are comfortable starting a conversation with a person whose gender is unclear, and 81% are comfortable chatting with a person whose sexual orientation is different than their own.
Non-LGBTQ people have been far more exposed to lesbian, gay, bisexual, transgender, and queer people on film and television than in advertising. Within the past three months, 70% were exposed to members of the LGBTQ community in movies and on the small screen, whereas 52% saw LGBTQ people in advertisements.
The Hallmark Channel may have made waves last year for pulling TV ads featuring same-sex couples (it later re-instated them under public pressure). Despite the controversy, people looked favorably upon companies that included LGBTQ people in their advertisements. Some 86% of respondents believe it reflects the company's support of LGBTQ rights, while 85% of respondents believe it illustrates the company's commitment to offering products to all types of customers. Some 75% of people were comfortable with ads that showed LGBTQ people, and 70% were comfortable with seeing commercials with LGBTQ families with children.
On a conference call with media on Wednesday, Ellis said that the results should encourage marketers and companies to highlight LGBTQ consumers.
"This is a permission slip for brands to go out and embrace the LGBTQ community," said Ellis.
LGBT Inclusive Entertainment Promotes Acceptance and Helps Brands | Variety (variety.com). SexualDiversity.org makes no warranties or representations in connection therewith. Content may have been edited for style, clarity or length.
Post to Twitter Add to Facebook
| Latest Entertainment Publications | |
|---|---|
The above information is from our reference library of resources relating to Entertainment that includes: | |
 | Characters Actions in Movie Scripts Reflect Gender Stereotypes Movies, tv shows, and other media consistently portray traditional gender stereotypes, some of which may be harmful. Publish Date: 22nd Dec 2022 - Updated: 5th Jan 2023 |
 | Sex Robots: Erotophilia and Sexual Sensation Seeking Good Predictors of Engagement Study examines the personality traits of people who are more willing to experiment with erobotics or sex robots. Publish Date: 13th Sep 2022 - Updated: 5th Jan 2023 |
| Movie Review: The Tale A personal review of HBO's film The Tale . Publish Date: 7th Apr 2021 - Updated: 6th Sep 2022 |
| LGBT Inclusive Entertainment Promotes Acceptance and Helps Brands Movies, television shows, and ads can help change attitudes about and erase prejudices towards the lesbian, gay, bisexual, transgender, and queer community. Publish Date: 27th May 2020 - Updated: 18th Jul 2022 |
1Transgender Reporting Guide
How to write about transgender people.
2Am I Gay? Questions to Ask
Think you may be gay or bisexual?
3Glossary of Sexuality Terms
Definitions of sexual terms & acronyms.
4LGBTQ+ Pride Flags
Symbols of Identity and Inclusion.
5LGBT Awareness Dates
Important LGBTQ community awareness days, remembrance dates, and coming pride events.
• Submissions: Send us your coming events and LGBTQ related news stories.
• Report Errors: Please report outdated or inaccurate information to us.
• (APA): Variety. (2020, May 27). LGBT Inclusive Entertainment Promotes Acceptance and Helps Brands. SexualDiversity.org. Retrieved October 16, 2024 from www.sexualdiversity.org/life/990.php
• Permalink: <a href="https://www.sexualdiversity.org/life/990.php">LGBT Inclusive Entertainment Promotes Acceptance and Helps Brands</a>