How advertising shapes the image of gayness in America

From the 5 December 2011 Eureka News Alert

University of Miami School of Communication study: Images of gays in ads now part of the mainstream

CORAL GABLES, FL (December 5, 2011)–The past decade has seen a dramatic increase in the presence of gays in American advertising. The media has transformed the stigmatized stereotype of gays into a new, socially desirable image of stylish consumers with high-end taste. This marketing strategy affects the way gays understand themselves and influences the meaning of gayness for society in general, explains Wan-Hsiu Sunny Tsai, assistant professor of advertising at the University of Miami School of Communication, in a study recently published by the Journal of Advertising.

“The findings illuminate the influential role of advertising in informing and shaping personal identities and highlights the often ignored sociopolitical dimension of advertising, Tsai says. “In other words, when marketers argue that no matter who they target, ‘it’s just business,’ their marketing messages actually have broader, cultural impacts on the minority community.”

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Older lesbians, gays have higher rates of chronic disease, mental distress, isolation

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Older lesbians, gays have higher rates of chronic disease, mental distress, isolation

From the March 29 2011 Eureka news alert

ScienceDaily (Mar. 29, 2011) — Members of California’s aging lesbian, gay and bisexual population are more likely to suffer from certain chronic conditions, even as they wrestle with the challenges of living alone in far higher numbers than the heterosexual population, according to new policy brief from the UCLA Center for Health Policy Research.

Half of all gay and bisexual adult men in California between the ages of 50 and 70 are living alone, compared with 13.4 percent of heterosexual men in the same age group. And although older California lesbians and bisexual women are more likely to live with a partner or a family member than their male counterparts, more than one in four live alone, compared with one in five heterosexual women.

A lack of immediate family support may impact aging LGB adults’ ability to confront statistically higher rates of diabetes, hypertension, poor mental health, physical disability and self-assessed fair or poor health, compared with demographically similar aging heterosexual adults.

The study, which draws upon three cycles of data from the biennial California Health Interview Survey (CHIS), underscores the importance of considering these unique needs and chronic health conditions in providing health care and social services to the estimated 170,000 self-identified aging LGB adults in California — a population that will double in size over the next 20 years.

“Many aging LGB Californians do not have biological children or strong family support,” said Steven P. Wallace, the lead researcher on the project. “Organizations that serve these communities need to take this into account and consider outreach and support mechanisms that enable these individuals to maintain their independence and ability to age safely and in good health.”

The policy brief, “The Health of Aging Lesbian, Gay and Bisexual Adults in California,” includes the first data published on aging LGB adults based on a large statewide population. And among a population whose health needs are too often associated only with HIV and AIDS, the study offers the first insights about broader health conditions and trends….

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