Happy Same-Sex Family as New Type of Media Stereotyping
Being closely connected with social processes during its history, the media today adapts to the demands of modern society that has changed significantly over the past two decades. Progressive views on life caused the wide recognition of same-sex marriages; for advertisers it means the emergence of new consumer niche – homosexual families. In this sense, recently released Nikon’s commercial “I am Generation” where it represents same-sex family is considered to be a new type of media stereotyping.
Advertising with and for homosexual people started to fill the media more than 20 years ago, and mostly focused on an attractive
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