Media, Homosexuality and Society

Traditionally, media used to depict homosexuals stereotypically and negatively. However, the media portrayal of homosexuality is changing significantly. Since the end of the 2000s and the beginning of the 2010s, the television channels no longer hesitate to show homosexual characters on the screen, but this time in a less stigmatizing way and they perform an almost equal treatment of the point of view- narration vis-à-vis heterosexual characters as homosexual characters. Even if they remain extremely minority according to the studies published by the influential American association GLAAD ( Gay and Lesbian Alliance Against Defamation ), in 2015-16, only 4% [8]major characters in television series broadcast on major US channels were part of the LGBT community (Lesbian, Gay, Bisexual and Transgender). Television series public as Modern Family of ABC (2009-) or Game of Thrones on HBO (2011-) show gay characters without falling into caricature. And niche series like Looking for HBO (2014-2015) offer, they, a broader look at homosexuality than their ancestor Queer As Folk who had a very communitarian vision and voluntarily "trash". It is therefore crucial to explore how such changes in media portrayal of homosexuality affect to society’s view on them. Recently, Ellen DeGeneres reveled she was a lesbian and the revelation resulted in mixed reactions from the viewers. According to Rothman (2017) some viewers commend her bravery while others castigated her. The paper intends to explore the way the media portrays homosexuals affect society's view on them. In order to accomplish this task, the paper will explore theories and researchers that have been conducted in the field of media, homosexuality and society. The analysis is based on thesis statement that media portrayals of homosexuals have a two-fold influence on the society’s view on them. If the media portray homosexuals negatively, society would develop negative and stereotypical attitudes towards them. On the other hand, if the media portray homosexuals positively, the society will normalize them and accept them

According to cultivation theory, it has been demonstrated that exposure to media representations of homosexuality may help develop viewer’s own stances about homosexuality (Greenberg & Busselle, 1996). However, the nature of attitudes cultivated depends on how the homosexuals are depicted in the media. According to Hart, (2000); & Herman,( 2005), media can either reinforce stereotype or normalize the homosexuality depending on how they depict the homosexuals. Consequently, it can be deduced that the media portrayal of homosexuals can either change the society’s view on them positively or negatively. A qualitative study conducted by Harrington (2003) revealed that not all media portrayals of homosexuality are collectively pessimistic. The assertion was made in reference to a qualitative analysis of the lesbian teenager, Bianca, on the daytime soap opera called All My Children . In the show, a stable lesbian character who accepts her sexuality identity, has successful romantic relationships, and continues to develop other aspects of her identity is portrayed. Such portrayal, according to Harrington (2003) may improve viewers’ attitudes towards homosexuality. The same concept was echoed by Hart (2004), who argued that the increase in the representation of politically conscious gay characters and themes may also increase attitudes of acceptance. Referring to a show entitled Queer Eye for the Straight Guy , Hart (2004) hinted that one of the possible reason why society often have negative attitude towards homosexuals is that they fear that gays and lesbians are threat to straight men or women. Consequently, if the show or media poke fun at the gay stereotypes they represent, the society’s attitude towards them can change. That is why Queer Eye for the Straight Guy attracted diverse viewers . There are many other justifications that shows that the society’s attitude towards homosexuals depend largely on how media portrays them. A closer look at historical trends in portrayal of homosexuality revealed that media shapes the way society views homosexuality in many ways. Media can sway the societal viewpoints easily. This is evidenced when one evaluate how media portrayals of homosexuality has evolved and how such portrayals have shaped the society’s perspective. In the 1950s, the heterosexual family model was king. In a post-war reconstruction context, any portrayal of a sexuality that would not be solely devoted to reproduction was frowned upon. Censorship thus strictly limited the expression of gay culture. Tools like the code Hayes , a code of good conduct followed by 10 major Hollywood studios, indicated the content that could or could not be shown (nudity, prostitution, birth of a child and, obviously, homosexuals, were widely banned). This era then sees a second level of reading flourish and more or less obvious innuendo in films like Ben Hur or Rebecca . Homosexuality is not clearly shown, but it is easy to see for those who seek it.

It is only from the end of the 70's and the beginning of the 80's that we really begin to see openly gay characters in the cinema. After being portrayed as dangerous and dark, homosexual men are increasingly presented as "crazy," mannered and harmless gays. These are usually confined to minor roles and often serve as comic. Moreover, it is recurrent that homosexuality is used as an insult (not manly enough for a "real" man, a woman daring to repel the advances of a man ...). The image that we give to see homosexuals remains at the time therefore of the order of mockery and caricature. Then come the 1990s: if we talk about homosexuality in advertising is to talk about a disease: AIDS. So the gay couple appears but only on prevention campaigns. It is only in the 2000s that some brands are committed to modernizing their image, this is particularly the case of a fast food giant who communicates that homosexuality is not a problem. The first gay series ( Queer as Folk , L World , etc.) appeared in the late 90s and early 2000s and finally offered more diversity in the representation of the LGBT community. Since the late 2000s and early 2010s, movies and series have followed this movement and began to portray more complex characters, less caricatural, incorporating them into the plot as characters among others.

Using different approaches, different other researchers have come to the same conclusion. Neal (2016), in the article entitled “Homosexuality in the Heartland: Alternative Print Media from 1970s Kansas City” studied the historical development of media related to gays and the findings suggested that media can influence the society either positively or negatively based on the content. Neal (2016) revealed how the Lesbian, Gay, Bisexual, and Transsexual (LGBT) community and its fight for equal rights in 1970s and 80s changed the way society and media portray them. Neal (2016) revealed that counterculture movement lead to the development of alternative media which was designed to disperse information and connect their members. The movement also lead to emergence of many publications. The information transmitted by such publications were vital to gay rights movement victories and the changes that occurred in the ideas of mainstream society. Referring to Kansas City, Missouri, Neal (2016) described how media enabled different homosexuality communities in the city became an active subculture that demanded its own advanced form of communication and reflected changes in alternative media across the United States. Calzo & Ward (2009), on the other hand, revealed that attitudes towards homosexuality are not innate, but are cultivated and nurtured. Calzo & Ward (2009) considered media as a major agent of socialization. Media, according to Calzo & Ward (2009) is a top source of sexual information. Like Neal (2016), Calzo & Ward (2009) suggested that media tend to normalize homosexuality. They noted that media portrayals may be especially powerful as far as homosexuality is concerned because the divisive nature of the topic may calm argument from some parents and peers, and because first-hand experience may be inadequate. Citing a study conducted by Pew Research Center, Calzo & Ward (2009) noted that media portrayal is often primary source of information for the 40 percent of American adults who claim not to know a gay person personally. 

Conclusion

Based on the analysis, it is apparent that the media portrayals of homosexuals has a two-fold influence on the society’s view on them. If the media portray homosexuals negatively, society would develop negative and stereotypical attitudes towards them. On the other hand, if the media portray homosexuals positively, the society will normalize them and accept them. Referring to cultivation theory, the analysis demonstrated that society or rather viewers cultivate attitudes based on the content of the media. It can also be deduced from the analysis that the media determines a certain order of the visible by perpetuating the social norms in the media field. Thus, the media give recognition to certain practices and groups, said to be non-marginalized, within the public space. This amplification of visibility then leaves the other social communities on the sidelines, forcing them to remain in the media invisibility. Nevertheless, the media is both a place of social struggle and political struggle. They thus make it possible to redefine not only the spectrum of visibility, but also the social standards conveyed in society.

Bibliography

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Rothman, L. (2017). Read the 'Yep, I'm Gay' Ellen DeGeneres Interview From 20 Years Ago. Time . Retrieved from: http://time.com/4728994/ellen-degeneres-1997-coming-out-cover/