印度视听广告中的LGBTQ+身份:内容分析
1School of Humanities and Social Sciences, Thapar Institute of Engineering & Technology, Patiala, Punjab, India.
PloS one
|January 18, 2024
概括
印度广告越来越多地显示女同性恋,男同性恋,双性恋,跨性别者,酷尔和其他 (LGBTQ +) 身份. 运动在2018年后激增,重点关注对同性恋/女同性恋角色的爱和跨性别角色的人权.
科学领域:
- 营销和广告 营销和广告
- 文化研究 文化研究
- 媒体社会学 媒体社会学
背景情况:
- 印度广告中LGBTQ+身份的出现始于2000年代末.
- 到2021年,超过105个广告都以LGBTQ+代表性为特色.
- 自2018年以来,这种活动的数量显著增加.
研究的目的:
- 分析印度视听营销中LGBTQ+代表性的演变和特征.
- 检查竞选时间的趋势,角色的人口统计,叙事主题和设置.
- 为未来的LGBTQ+包容性广告策略提供建议.
主要方法:
- 对105个印度广告的内容分析,其中包括LGBTQ+身份.
- 检查变量,包括发行日期,角色身份 (性别,性取向),年龄,叙事,类型,主题和设置.
- 针对不同LGBTQ+身份的竞选活动的比较分析.
主要成果:
- 自2018年以来,LGBTQ+广告的显著激增,通常与骄傲月,情人节和妇女节相吻合.
- 同性恋,女同性恋和跨性别角色是最频繁地代表的身份.
- 有同性恋/女同性恋角色的广告专注于爱情,青年和城市环境,而以跨性别为重点的广告则强调人权,老年角色和非城市环境.
结论:
- 该研究建议印度LGBTQ+营销活动的持续增长.
- 未来的宣传活动应该在角色的身份,年龄和环境中寻求更大的多样性.
- 建议在关键日期之外,全年发布战略性活动.
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