Crafting Mixed Sexual Advertisements for Mainstream Media: Examining the Impact of Homosexual and Heterosexual Imagery Inclusion on Advertising Effectiveness

ABSTRACT

This research applied both qualitative and quantitative methods to measure the effectiveness of mixed sexual advertisements that explicitly feature both homosexual and heterosexual models within the same message. Drawing on theoretical framework of social identity theory, this study predict mixed sexual advertisements could create a perceptual social categorization that includes both homosexual and heterosexual identities and reduces intergroup competitions between homosexual and heterosexual viewers. Results indicate that mixed sexual advertisements elicit better ad evaluation than strictly gay-themed advertisements when evaluated by a mix of homosexual and heterosexual participants. The findings suggest mixed sexual advertisements could balance between homosexual-themed advertising and gay window advertising by addressing homosexual audiences without alienating heterosexual viewers.     

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.     

Homosexual Discretion and Good Taste: Two Rules That Govern Homosexual Sociability Space in Santiago de Chile

Homosexual sociability space in Santiago is not socially homogenous. Beyond non-heterosexual identities segmentation (gay, lesbian, queer, BDSM, etc.), the present article proposes a reflection observing certain social distinctions or differences that come into play to create a hierarchy among gay and lesbian individuals within that space. Using a qualitative approximation, we analyze the discourse of homosexual men and women about ways to display homosexuality in different places in the city, as well as some sociability practices used in homosexual venues. The resulting social hierarchy is understood through two central subjective rules: discretion and good taste, dynamic mechanisms that perpetuate the distance among groups within the same sociability space, and to some extent reproduce the city’s class structure. Given that material means to privatize and sophisticate homosexual expression are unequally distributed in Santiago, the resulting differentiated social networks end up configuring the visibility strategies of homosexual identity played out in the city in the last years.     

Homosexual identity: a concept in need of definition

Despite the fact that the concept homosexual identity has been used extensively in the literature on homosexuality since the late 1960s, investigators have shown little concern for defining or discussing the manner in which it is used. As a result, the study of homosexual identity has been characterized by confusion, disarray, and ambiguity. A multiplicity of terminologies makes comparisons between studies difficult. There has been little attempt to place theoretical proposals or data within the framework of existing psychological literature on identity. A number of assumptions critical to an understanding of homosexual identity are commonly made, and several of these are discussed: The synonymity of homosexual identity and self-concept; homosexual identity as childhood identity; homosexual identity as sexual identity; and homosexuality as distinct essence. This review also considers the following issues: The distinction between identity and behavior; the utility of an identity construct as applied to the study of homosexuals; the definition of identity in developmental theories of homosexual identity; and homosexual group identity.     

A multidimensional approach to homosexual identity

The existing developmental stage models of homosexual identity do not consider the diversity of human sexual experience. The stage models stem from an essentialist perspective, in which the process of homosexual identity formation is largely a matter of becoming aware of one's underlying, or real, sexual orientation. Once homosexual orientation is identified, the only legitimate outcome is to develop homosexual identity and eventually incorporate that identity as one aspect of the total self. In this paper, we are concerned with those people for whom the stage models are inadequate in describing their experience of sexual identity development. The social constructionist perspective holds that the process of identity formation is a continual, two-way interactive process between the individual and the social environment, and that the meanings the individual gives to these factors influence the development of self-constructs and identity. Sexual identity develops within this contextual framework and, because it is influenced by continual interaction, is fluid over time and experience, throughout one's life. Our model does not rely on the existing developmental models of homosexual identity; rather, our model looks at desire, behavior, and identity as three separate constructs related to sexual identity. We posit that from the social constructionist viewpoint, there is in fact no true endpoint to sexual identity development.     

Embracing the “And”: Between Queer and Bisexual Theory at Brighton BiFest

Questions of bi identities can be invisibilized and overlooked by queer theorizing and LGBT studies. This article explores the ways in which complex performances of bisexuality can simultaneously encompass and deconstructively critique bi identity in a manner that embraces the “and” between bi and queer, offering important insights into how bi is lived, contested, and reaffirmed. Drawing on the BiCon and BiFest events in the UK, we argue that both the materialities (and supposed fixities) of bi erasures and exclusions and the fluidities that trouble the heterosexual/homosexual divides offer key insights into the spatial and temporal fixing and unfixing of identities.     

Erasing Bisexual Identity: The Visibility and Invisibility of Bisexuality as a Sexual Identity in the Dutch Homosexual Movement, 1946-1972

Scholars of bisexuality commonly agree that bisexuality as a distinct sexual identity remained invisible for epistemic reasons until the 1970s. This article examines this dominant explanation for the late invention of bisexual identity by discussing how bisexuality functioned in the homosexual movement in the Netherlands from 1946 to the early 1970s. This historical case study shows that in the Netherlands bisexuality as an identity existed in the movement in the first postwar decades and was erased in the late 1960s, not only for epistemic reasons but also for tactical ones. The article aims to contribute to a better insight into the history of bisexuality and the politics in the Dutch postwar homosexual movement.     

Incompetent or Too Competent? Negotiating Everyday Cycling Identities in a Motor Dominated Society

Abstract

This article uses the concept of stigma to explore cycling identities in the UK. Drawing on interview data, it argues that people who cycle are caught between two threats: appearing too competent as a cyclist (a ‘proper cyclist’), and appearing not competent enough (a ‘bad cyclist’). Strategies of identity management are discussed, which can include elements of negotiation, disavowal and challenge. The article aims to show that transport modes can produce disadvantaged and stigmatised social identities: like other forms of stigma these are mediated both by social environments and by other social identities. Implications for policy and advocacy are suggested.     

Bisexuality: reassessing our paradigms of sexuality

Sexuality research currently needs to re-examine critically its constructs of sexual orientation and identity for theoretical inconsistencies and simplistic assumptions about the nature of sexual desire continue to plague it. This becomes evident when one reviews how the confluence of heterosexual and homosexual desire in individuals is "explained" by theories that assume a basic dichotomy in sexual orientation. This article examines how categories such as homosexual, heterosexual, and bisexual have developed, and differentiates between their utility as social labels and as scientific constructs. The intrusion of social and political considerations into the scientific investigation of sexuality is noted, and it is suggested that the use of these labels impedes rather than advances such study.     

Strange Bedfellows: Anachronisms,Identity Politics,and the Queer Case of Trans*

This article explores trans identities, as articulated within a few historical texts. From early literary depictions of gender difference, to medicalized conceptions of transsexualism, to a proliferation of trans and queer identities represented by an ever-expanding “alphabet soup” of identity labels, our understandings of identities, sexualities, and queer community-building continue to change. I use the notion of “kind-making,” as elaborated on in the work of Ian Hacking, to illustrate that some queer and trans identifications are affiliative, whereas others are contrastive or oppositional in nature, and these structural differences have important implications with respect to understanding identity and sexuality, and also trans inclusion within LGBT communities and activist efforts.     

Sexual Orientation Stigmatization and Identity Work for Gays,Lesbians, and Bisexuals in the U.S. Military

ABSTRACT

This study examines communicative stigmatization processes and their influence on self-concept clarity for gays, lesbians, and bisexuals (GLB) in the United States military. In-depth interviews were conducted with GLB (N = 16) military service members and veterans, and data were analyzed using grounded theory analysis. Findings revealed that GLB identity repudiation incites feelings of identity incongruity for gays, lesbians, and bisexuals in the U.S. military. GLB identity repudiation was composed of three key communicative practices. Further, because non-heterosexuality was viewed as seemingly incompatible with the military identity, many participants struggled to integrate their two social identities effectively. As such, participants employed several strategies to manage their conflicting sexual and role identities.     

Identity conflict or adaptive flexibility? Bisexuality reconsidered

A definition of bisexuality is offered, followed by a discussion of two opposing models of bisexual functioning: the "conflict model," which views bisexuality as problematic, stemming from identity conflict and confusion that marks a transitional stage to a homosexual orientation; and the "flexibility model," which views bisexuality as the coexistence of heteroeroticism and homoeroticism, as the successful integration of homosexual and heterosexual identities into a dual sexual orientation. The Kinsey data are reviewed in an effort to determine the incidence of bisexuality in the U.S. population. Finally, specific clinical and empirical studies investigating bisexual subjects are reviewed in light of the two models.     

Debating LGBT Workplace Protections in the Bible Belt: Social Identities in Legislative and Media Discourse

ABSTRACT

This article reports a case study of the legislative and media discourse surrounding the addition of sexual orientation and gender identity language to the employment nondiscrimination ordinance of a city in the heart of the Bible Belt. The purpose of the study is to uncover how different identities were constructed and contested at city council meetings and in the news media on the way to passing legal protection for LGBT city employees in a region that is often characterized by anti-gay prejudice. This debate over the nondiscrimination ordinance centered on the question of whether LGBT identities are equivalent to identity categories based on race, gender, or religious belief, and it was shaped by various intergroup communication dynamics, specifically between members of the LGBT minority and the straight majority, between LGBT and Christian identities, and between “true” and “false” Christian identities.     

Negotiating Identities in a Heteronormative Context

Society prescribes a set model of heterosexual development toward a gender and sexual identity. Individuals with gender and sexual identities that do not conform to the prescribed heterosexual identities must essentially develop their own way, that is, they must privately negotiate their path through identity development and identity adoption. However, while negotiating their private reality, they must rely on existing concepts of other. Using a social constructionist framework, we explore the private negotiation of an individual who does not conform to the socially prescribed gender and sexual identities—a transgender lesbian. Based on this interview, we suggest that the model of traditional heteronormative gender socialization to sexual identity would need to be revised.     

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.     

Inside and outcast: multifaceted stigma and redemption in the lives of gay and lesbian Jehovah's Witnesses

Homosexuality has become a divisive issue in many religions and congregations. Like many other fundamentalist denominations, Jehovah's Witnesses condemns homosexual acts, thoughts, and feelings. Consequently, gay and lesbian Witnesses experience not just stigmatization and conflict between their sexual and religious identities in the social world, but also a nearly impossible task in their inner world. This inner task adds a new facet to our understanding of stigma (Goffman, 1963). This study explores the written narratives of a subset of gay and lesbian former Jehovah's Witnesses who were able to comprehend, negotiate, and, in most cases, resolve their multifaceted stigmas and conflicts through struggle, self-determination, and eventually connecting with networks of peers who faced or are facing similar stigmas. This research contributes to other work on the intersection of religion, family, and homosexuality; in particular, the findings have implications for the study of other strict fundamentalist religions.     

Developmental issues and their resolution for gay and lesbian adolescents

The primary developmental task for homosexually oriented adolescents is adjustment to a socially stigmatized role. Although the individual homosexual adolescent reacts with diversity and great resilience to societal pressures, most pass through a turbulent period that carries the risk of maladaptive behaviors that may affect adult performance. Despite individual variation, certain issues have been found to concern most homosexual adolescents. Empirical data from the Institute for the Protection of Lesbian and Gay Youth, Inc. in New York City suggests that isolation, family violence, educational issues, emotional stresses, shelter, and sexual abuse are the main concerns of youth entering the program. If not resolved, the social, cognitive, and social isolation may extend into adulthood, and anxiety, depressive symptoms, alienation, self-hatred, and demoralization may result. In a non-threatening supportive environment that provides accurate information and appropriate peer and adult role models, many of the concerns are alleviated and internalized negative attitudes are either modified or prevented from developing. The authors discuss the effects of prejudice and the impact of negative societal attitudes on the developing social and personal identities of homosexual youths.     

Fraternal birth order and ratio of heterosexual/homosexual feelings in women and men

Studies of the 2-3% of persons who identify as homosexual found men but not women had more older brothers than persons who identify as heterosexual. The present study investigated the birth order in the approximately 20% of men and women who anonymously report some homosexual feelings, few of whom identify as homosexual. The number of older brothers and sisters was investigated in seven cohorts: 319 male twins; and 49, 54, and 61 female and 66, 116, and 50 male medical students. Both women and men who anonymously reported homosexual feelings had a greater mean number of older brothers and sisters than did those who reported no homosexual feelings. The difference was stronger in relation to brothers than sisters. The birth order effect was not related to the strength of the subjects' degree of homosexual compared with heterosexual feelings. Its presence in women could not be accounted for by the widely accepted hypothesis that the birth order effect is due to a maternal immune reaction provoked only by male fetuses. The lack of relationship between the strength of the effect and degree of homosexual feelings in the men and women suggests the influence of birth order on homosexual feelings was not due to a biological, but a social process in the subjects studied. Investigating the neglected significant percentage of predominantly heterosexual men and women who anonymously report some homosexual feelings may aid in understanding the factors influencing sexual orientation, and identity.     

Male prostitution and homosexual identity

The documentary film on transvestites, The Queen, has a scene where a young man tells a friend about a recent job interview (Litvinoff, 1968). His friend asks, "Did you tell them you were a homosexual?" The young man, who did not get the job, answers, "No, they told me." What this interaction reflected was not just the fact of the young man's homosexuality, but the social fact: What it means to be homosexual in his culture and society. In this paper, I discuss the conduct of prostitution as one enactment of those meanings: Prostitution, as a social fact in the life of adolescent gay males, is understood by them to be linked with their homosexual identity.     

Homosexual identity formation as a developmental process

Homosexual identity is conceptualized as a life-spanning developmental process that eventually leads to personal acceptance of a positive gay self-image and a coherent personal identity. Habermas' theory of ego development is utilized to provide a synthesis and understanding of the literature on the construction and maintenance of the homosexual identity. It is concluded that the homosexual identity generally emerges in a three-stage process in which the person progresses from: (1) an egocentric interpretation of homoerotic feelings to (2) an internalization of the normative, conventional assumptions about homosexuality to (3) a post-conventional phase in which societal norms are critically evaluated and the positive gay identity is achieved and managed. Developmental tasks associated with each stage are outlined in terms of their ego-integrative functions. Although the stages in the process of homosexual identity formation are theoretically the same for females and males, because of the paucity of research on the homosexual identity in females, this paper deals chiefly with males.