Courting the Rainbow Through Advertising and Television
In today's high tech digital virtual world understanding America's diverse cultural matrix has never been more difficult. On a daily basis individuals are continually bombarded by stimuli, real and commercial, that can and do affect their educational, moral, and cultural development goals. The diversity continuum is, therefore, an ongoing process through out life. It is the process of diversity that shapes our identity as to which we are, collectively and individually, and how we function in the world around us. The primary purpose of this paper is to take an identity voyage (Tatum, 1997) with one of American's subcultures with respect to its influence on advertising and television (stimuli), namely, homosexuality (subculture).
Not unlike any subculture that of the gay environment has its own prescribed needs, goals, and expectations. The need for acceptance is as strong for those who are gay as for those who represent other minorities. Their goals are not unlike anyone others in...
It is, however, in the area of expectation that the gay community is treated differently than other existing minorities. Even today the battle carries on with respect to society's expectation of those who are gay by limiting or quelling their marriage rights, preventing insurance coverage for partners, restricting employment opportunities, and persecuting their sexuality on the basis of religious doctrine. Slowly but sure, however, the commercial world is beginning to realize and appreciate the magnitude of the financial wealth of which the gay community is comprised. Cautiously marketers and advertisers are entering the gay subculture in hopes of capitalizing of its wealth. The caution is generally a result of not wanting to affront America's mainstream for fear of loosing their product allegiance, but also a result of not knowing the mind set of the gay community itself. Television's historic entry into the gay world was first seen in Ellen Degeneress' show "Ellen" followed by shows…
