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History shows us that conservative attitudes towards sexuality and gender tend to flare up during periods of social and political upheaval. This was evident even to the extent of last year, following the EU referendum vote, homophobic hate crimes rose by 147%. During the government's drastic programme of austerity, and under the shadow of economic uncertainty due to Brexit, the right-wing press has begun to repackage and re-influence the public on old homophobic myths.
The perception of the queer community with the UK are highly influenced by the medias output, and the views of particular of some giant media companies are evident. In July 2017 the Daily Mail printed the headline, ‘What a skewed sense of values’, the article was referring to the NHS funding proposal of PrEP. PrEP is a drug that reduces the risk of HIV, the national funding of which is found to be cheaper to prevent HIV than it is to treat it. Although the medias portrayal of the life and money saving drug, is that this is a ‘promiscuity pill’. The right wing media of the UK is trying to make it clear of their opinion on the LGBT community: it’s not government cuts which are decimating the NHS, but feckless, promiscuous gays.
This just shows that after 50 years of legalisation and attempts of making homophobic myths disappear, that the media cannot be comfortable about the movements that are naturally happening within the UK government and care industry that support the LGBTQ+ community. Equality should be evident throughout the UK media sphere, with its voice and influence it should not be fighting the natural progression of acceptance of the LGBTQ+ community.
Advertising
Social media is a massive influence on the majority of aspects in life, and it’s a way people look at how to portray themselves to the public, to stay current and relevant. Last year, Lloyds Bank proudly featured a same-sex couple with the words “He said yes”. An example of a brand that not only understands the business of gay pride, but also recognises the need to be inclusive of the LGBT+ community in its mainstream advertising. IKEA has been using diverse imagery in its ads since 1994, when it became the first marketer to feature a gay couple in a mainstream ad. In 1997, a Volks-wagen Golf ad featured two men who may have been a couple. Almost a decade ago, in 2008, a spot for Pepsi Max showed two men in a bar encouraging their friend to chat up a woman. The man takes a drink, then walks past two women – one being the model Kelly Brook – to approach another man at the end of the bar. The same year Heinz ran an ad for its Deli Mayo in which two men kissed each other goodbye before one left for work, although it was eventually pulled following complaints.
Many brands are now grappling with how to keep up with the rapid social change to reflect their own markets and consumers. LGBTQ+ community representation within the mainstream community is important and needed, media representation should not just be over-effeminate gay characters in TV shows, rather something that is particularly reflective of what adult gay life can be.
"As a child, there was always a giddy thrill whenever I saw something gay – because it was so infrequent. The dilemma of being desperate to see representation of my secret self and not wanting to appear too interested in case it attracted unwanted attention and accusations – it was exhausting, and I’m glad that, for me at least, those days are over." - Oliver Barter, writer at Gyro London.
This just shows that in order to be equal, the rest of the LGBTQ+ community must be represented as such; inclusivity of the entire community. The world of advertising and commerce is improving and opening doors to the public to become more accepting of the queer community amongst mainstream living - but there are still steps that are necessary before this can be applauded.
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