This research is a critical analysis of a random sample of advertising business news articles published in The New York Times between 1970-2000. An institution greatly impacting the perception, definition and judgment of sexuality, The Times reveals multiple trends in advertiser avoidance and pursuit of sexual minorities as consumers of mainstream products. One trend, corporate avoidance, exemplifies how Times articles manifest inequality of representation, visibility and interest in gay men, lesbians, bisexuals and trans-persons. Although GLBTs experienced increased business news coverage over time, gay men consistently received twice the coverage as lesbians, while bisexual and transpersons remained invisible. Both advertisers and The Times changed from stigmatizing and avoiding homosexuals to promoting the stereotype of gay affluence. However, although commodification of social identity worked to promote a 'gay market niche,' it reflected a homogenized understanding of sexuality. Rather than provide social legitimation, visibility mirrored social cleavages based on race, class and gender characteristic of broader American society. Ultimately, alternative expressions to heterosexuality remained unconventional, spectacular and stereotyped.
|Title of host publication||99th American Sociological Association 2004 Annual Meeting|
|Editors||American Sociological Association|
|Place of Publication||USA|
|Number of pages||21|
|Publication status||Published - 2004|
|Event||American Sociological Association Annual Meeting - San Francisco CA, New Zealand|
Duration: 14 Aug 2004 → 17 Aug 2004
|Conference||American Sociological Association Annual Meeting|
|Period||14/08/04 → 17/08/04|
Ragusa, A. T. (2004). Social norms, inequality and homophobia in The New York Times' Advertising business news. In A. S. Association (Ed.), 99th American Sociological Association 2004 Annual Meeting (pp. 1-21). ASA.