Effects of Gay Identity,Gender and Explicitness of Advertising Imagery on Gay Responses to Advertising

Abstract

The present research draws from literature relating to gay identity in psychology and sociology and feminist theory to consider the effect of gay identity and gender on gays' and lesbians' attitudes toward various types of advertising content that are most commonly used to target gay consumers. As such, this study empirically tests whether gay males' and lesbians' responses to gay-oriented advertising content are moderated by individual characteristics: (1) the degree to which they identify as gay, and (2) their gender, and by the explicitness and gender of the gay-oriented advertising imagery.     

The relation of gender and sexual orientation to measures of masculinity, femininity, and androgyny: a further analysis

Data from a survey of 58 gay men and 58 lesbians are compared to college men and women on Spence and Helmreich's (1978) Personality Attributes Questionnaire measures of masculinity, femininity, and androgyny. Lesbians had higher M scores than college women, and gay men had lower M scores than college men, with F scores being similar across sexual orientation groups, within gender. Androgyny measures differed only by gender, not by sexual orientation. Further analysis shows that lesbians' high M scores come largely from their high self-ratings as independent, while college men's high M scores reflect strong competitiveness. Questions are raised about the validity of these measures for comparing these groups.     

Japanese male gay and bisexual identity

Few studies have ever dealt with Japanese male gay and bisexual identity. This exploratory study investigated gay and bisexual identity through interviews of 34 Japanese gay and bisexual men. Though Japan has unique cultural aspects that are different from Western countries, it can be shown that Western concepts or models of homosexual identity are applicable to a considerable extent to Japanese gay and bisexual men. The results of this study suggest that there are two distinct types of Japanese men sexually interested in men, which the author will call "bisexual" and "gay." These two types are compared in terms of three aspects: self-identity, sexual preference, and social identity and role. A significant number of respondents have careers or vocations in the arts. This study touches on the correlation between art and male-male sexual orientation in Japan.     

Making history: the challenge of gay and lesbian studies

This paper addresses a central problem of gay and lesbian studies: how is the subject to be defined? Current essentialist and constructionist positions are ultimately ahistorical and reductionist, reflecting the residual influence of the medical model and its sexual definition. In place of a single-dimensional and a priori sexual category, the author proposes sociosexual specialization as the appropriate focus of gay and lesbian studies and outlines a heuristic, multidimensional model for describing not only contemporary, but historical and cross-cultural evidence. Six dimensions of social and sexual variation are reviewed: sexuality, subjectivity and identity, gender, social roles, economic roles, and spirituality.     

The influence of race, ethnicity, class, and sexual politics on lesbians' body image

Based on interviews conducted with eight lesbians, this paper explores how the intersection of gender, sexual identity, race, ethnicity, and class affect lesbians' feelings about their bodies. Their responses suggest that, while being female has a strong effect on lesbians' feelings about their bodies, issues of race, acculturation, and class also affect body image. Lesbian feminism and S/M politics also appear to play a significant role in lesbians' body image. These findings highlight the limitations of existing theories about body image and call for a more complex theory incorporating a more diverse range of experiences.     

Personality correlates of positive identity and relationship involvement in gay men

Six personality variables (social anxiety, trait anxiety, locus of control, sensitization, depression, and self concept) were correlated with variables relevant to a positive gay identity (degree of communication about sexual preference and degree of comfort being gay) and to relationship involvement (being in a gay relationship, number of months in a gay relationship, and living with a partner) in a volunteer, nonclinical sample of 51 gay males. Men who informed others of their sexual preference were low on trait anxiety, sensitization, and depression and high on self concept. Men comfortable with their gay identity were low on social anxiety, sensitization, and depression and high on self concept. Men involved in long-term relationships were low in trait anxiety, had an internal locus of control, and were low in depression. Men living with a partner had a higher self concept than men not living with a partner. Results are discussed in terms of previous studies of gay male relationships.     

The development of an Internalized Homonegativity Inventory for gay men

Because existing scales measuring internalized homonegativity suffer from various content validity flaws, a more valid instrument is needed. The purpose of this study was to develop and provide preliminary reliability and validity evidence for the Internalized Homonegativity Inventory (IHNI), which measures internalized homonegativity in gay men. Forty-two items were initially generated from a construct definition and were administered to 241 gay men living in the U.S. Exploratory factor analyses suggested that 23 items loaded on 3 subscales, which were labeled Personal Homonegativity, Gay Affirmation, and Morality of Homosexuality. IHNI scores correlated in expected directions and magnitude with measures of extroversion, emotional stability, stage of gay identity development, and another internalized homonegativity instrument. Implications of the three-factor structure of the IHNI for the conceptualization of internalized homonegativity are discussed.     

Comparing gay identity development theory to cognitive development: an empirical study

The relationship between gay identity development and cognitive development, as outlined by Ivey's Developmental Counseling Therapy Model, was explored. The Gay Identity Questionnaire and the Standard Developmental Counseling Interview were administered to 78 gay men. Results suggested that there is a relationship between gay identity development and cognitive development. In addition, the findings provide evidence that gay identity development can be categorized by concrete and abstract frames of reference.     

Growing up gay or lesbian in a multicultural context

This study is an investigation of the influence of ethnicity on the relationships of gay and lesbian young people and their families. A framework for conceptualizing the influence of culture is presented. Modes of family responses are described and the conflicts involved in maintaining an ethnic identity, and a gay or lesbian identity, are discussed. Implications for researchers and practitioners are identified.     

Intergroup dialogue courses on sexual orientation: lesbian, gay and bisexual student experiences and outcomes

Intergroup dialogue is a method of social justice education. Most intergroup dialogue research explores race and gender identities. Sexual orientation dialogues are uncommon and not yet examined empirically. This qualitative study explores sexual orientation dialogue courses from the perspective of lesbian, gay, and bisexual (LGB) student participants. Understanding target, or marginalized, group perspective of planned intergroup experiences is important given concerns raised in the literature. We document student motivations for participating in dialogues, core outcomes, and main challenges that arose in dialogue. Core outcomes include learning about and accepting one's sexual identity and empowerment. Challenges include those stemming from invisibility of sexual orientation identity. Recommendations are made for intergroup dialogue practice and research.     

Helping gay fathers come out to their children

This paper describes the treatment of seven gay fathers who were concerned about revealing their sexual identity to their children. A time-limited group was established for the purpose of developing strategies to help them past this juncture in their development as gay men. Role playing of specific situations was the modality chiefly employed. Discussions of the effects of internalized homophobia were also held. At the conclusion of the group (eight sessions) all participants rated the experience as "highly useful." Follow-up data are presented at 6 months.     

Pedophilia and the gay movement

A history of literature and views existing within the COC (Cultural and Recreational Center), the major Dutch organization of homosexual men and women, regarding pedophilia and its relationship to homosexuality are discussed, beginning with definite separation between the pedophile and homosexual identities and ending with an abolishment of oppression towards pedophilia, for which the COC is in part responsible. The article argues that the homosexual identify is by no means a "constant" but a fluid identity, based on societal views and conditions. By accepting pedophilia, the COC hopefully will broaden the idea of the gay identity.     

Identity in political context: lesbian/gay representation in the public sphere

Discourses constructed to represent lesbians and gay men in the public sphere generate an essentialist identity which is both necessary and damaging. Legislative debate illustrates the production of a constrictive and homogeneous identity rejected by many gay/lesbian scholars and activists. Discussion of the rhetorical power of identity claims has produced alternative stances toward variant sexuality. This discussion can be advanced by challenging dominant constructions of civil rights and the public sphere.     

Considerations of family structure and gender composition: the lesbian and gay stepfamily

Lesbian and gay stepfamilies are unique family forms which must be investigated as such. This paper explores the similarities and dissimilarities between heterosexual stepfamilies and lesbian/gay stepfamilies, arguing that similarity of structure is impacted by gender composition. Utilizing face-to-face and telephone interviews with biological and stepparents in 23 lesbian and gay stepfamilies, the results show that while lesbian and gay stepfamilies share some challenges and strengths with heterosexual stepfamilies, they also evidence a unique and flexible adaptation to becoming a family. The paper is aimed at delineating future areas for lesbian and gay stepfamily research.     

Men at sport: gay men's experiences in the sport workplace

Research on sexual identity and sport has revealed a shifting narrative about the experiences of gay men. While some suggest the atmosphere is hostile, others posit that homophobia and sexual prejudice are playing less of a role in gay men's experiences. This research focuses on the experiences of 10 gay men working in professional, collegiate, and club sport, as part of a larger dataset of 37 male and female employees. Five of the men were overtly and publicly out at work, while five were closeted (to varying degrees). This article focuses on three themes for gay men working in sport: 1) the importance of coming out in the workplace; 2) the role of the locker room as a contested terrain, and 3) the disconnect between their experiences at work and their perceptions of the workplace environment as negative or positive. Men in this study were basing their impressions on their total experience in sport (as current and former players, as employees, and as fans). It also suggests that the public "story" of gay men working in sport represents one of two extremes-either the proverbial "horror story," or the extremely positive representation of gay men's experiences. This research suggests that gay men's experiences in sport are more complex and nuanced than the public narrative implies.     

The identity transformation of biological parents in lesbian/gay stepfamilies

This paper investigates the identity transformation of lesbian and gay biological parents in homosexual stepfamilies. I explore previous models typically used to describe gay and lesbian identity formation, arguing that these models provide little understanding of the experiences of those who have been previously married and have children. Lesbians and gays who leave heterosexual unions and form homosexual stepfamily units undergo a series of transformations. The results show that the transition is relatively positive and less internally stigmatizing and stressful than that experienced by younger, childless lesbians and gays.