As we all know, the media is an influential force upon our society, affecting a wide range of demographics. It promotes a structure in which society is shaped by these publications. In the case of Fred Fejes' essay "Advertising And The Political Economy Of Lesbian/Gay Identity", homosexuals are portrayed as "minorities with privileges" whom are more likely to spend their money on new products (216). Part of Fejes argument focuses on the fact that "gay market" advertisers are drawn to the "gay consumer" because homosexuals especially gay men have the tendency to consume more than any other consumer group in society. So in that case, advertisers seek to promote through "gay media" a glamorous portrayal of homosexuality in order to favor its popular consumers. It emphasizes the gay consumer as one who lives a fairly luxurious lifestyle, 28.6 percent having incomes over $50,000 and 21 percent having incomes over $100,000 and most of them are represented as "fashionistas", travelers, well-educated, extremely attractive with well-muscled bodies, wearing designer clothing, drinking top-brand liquors, driving expensive cars, etc. (217 - 19). The media gives the idea that homosexuals are well off, have earned their equality, and most of all have achieved the media's approval. While that might be the case, the first two assumptions are not necessarily true. Society has to remember that homosexuals experience inequality, experience horrifying threats, work discrimination, are judged by friends, dismissed by family etc. The list goes on and the media as well as the political economy does not address that enough. There have been many terrrifying deaths because of this and the media keeps it out because that would contradict their "fantasy". As Fejes says, "these consequences of such narrow representation in ads can go beyond the issue of images and identities" (220). Homophobia still exits not matter what the media says. What is even worse is the fact that lesbians are "marginalized" more than gay men. There are very few publications of lesbian women in advertisements. Part of the reason is that society does not find lesbian women nearly as attractive as gay men. Also, in advertising gay men are only depicted as white middle class and hardly are they revealed as African American or Asian for example. If that were the case, these individuals would have very "white" features.In reality, most homosexuals are like everyone else. They are not always trendy white-collared professionals who go to the gym daily and wear the latest fashions as Feges argues. Instead, homosexuals expose their selves very conservatively and privately in order to protect their identity.
Excellent points. I think that what this shows us is that this sort of faux-homosexual identity (while it DOES exist with some people) is actually a way to integrate everyone into a "pure" consumerist society in which identity is purchased with no consequences in your real life. In other words, you might LOVE Queer Eye for the Straight Guy or Will and Grace, but you might HATE the idea of your child, sibling, or parent coming out of the closet. What pacifies the identities of homosexual performers (or roles) is in fact in large part their PRIMARY identity as consumers, comedians, etc, which trumps their SECONDARY connection to a physical, visceral, and often oppressed or terrorized reality.
ReplyDelete