A new study discovered that LGBTQ characters in TV shows and other media help increase same-sex marriage and overall LGBTQ acceptance.
The study, conducted by GLAAD and Protect&Gamble, focused on how the appearance of LGBTQ characters in popular media impacted acceptance.
The study polled more than 2,000 non-LGBT people, during November 20 and December 3 2019.
About 80% of those who participated in the study said that seeing LGBTQ characters made them more accepting in general.
About 76% of the people said they were perfectly comfortable in actually seeing LGBTQ characters in films and shows.
Sarah Kate Ellis, the CEO and president of GLAAD said,
The findings of this study send a strong message to brands and media outlets that including LGBTQ people in ads, films, and TV is good for business and good for the world. During the COVID-19 pandemic, when media consumption is up and when media outlets serve as lifelines for LGBTQ people in isolation, companies should recognize that now is the right time to grow the quality and quantity of LGBTQ people in advertising.
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Poll shows exposure to LGBTQ characters increases acceptance
According to the poll, 45% of respondents exposed to LGBTQ people in media feel they have become more accepting of the bisexual people in the past weeks.
Also, 41% became more accepting of the non-binary people.
About 72% of the respondents said that they are more comfortable with a member of their family being gay, compared to the 66% of them who have not been exposed to LGBTQ characters.
About 86% of the people say that they personally know someone who is part of the LGBTQ community.
The study also covered topics people would encounter in their daily lives, and got some more answers.
79% of the respondents said they have no concerns about a new LGBTQ families moving in their neighborhood. About 70% of them are comfortable with starting conversation with them.
81% of the respondents say they are comfortable with talking to a person with a different sexual orientation than their own.
According to the study, 70% of people were exposed to the LGBT community through movies and television while 50% through advertisements.
A “permission slip” for brands to embrace the LGBTQ community
Just two years ago, GLAAD criticized Hollywood’s LGBTQ representation, giving them “failing grades.”
On Wednesday on a conference call, however, Ellis said that these results are amazing for businesses.
This is a permission slip for brands to go out and embrace the LGBTQ community.
Last year, the Hallmark Channel created a huge controversy after featuring same-sex couples in TV ads.
Despite some criticism, most people were very supportive of the companies who included LGBTQ people in ther ads.
86% of the respondents say that these actions illustrate the company’s commitment to serve all types of customers.
This “permission slip” is a big win, especially for children of same-sex couples. It means they’ll have a chance to see their own families reflected in the shows they watch.