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HOW GAY UPL TV MERCIALS BEME A MASTREAM PHENOMENON
It is important to note that the same-sex soc-sexual behavr observed the study is distct om homosexual behavr bee s motivatn and purpose are social, said Jean-Baptiste Le, who studi primate behavr at the Universy of Lethbridge Canada and was not volved the new rearch. To be classified as te homosexual behavr, the form, motivatn and functn would all have to be sexual nature, he said. In both studi, was argued that a crease cultural homophobia had enabled men to kiss each other whout social censure.
Both typ of kiss were generally scribed as non-sexual exprsns of affectn, occurred between iends a range of ntexts, and were predicted by posive attus toward gay men. However, the stigmatizatn of femy is also a factor the explic rejectn of same-sex sire om masculy for heterosexual and closeted gay men.
(Schwartz and Rutter 1998), such that the prence of feme behavrs men is emed ditive of beg gay and any same-sex sire th qutns masculy. This stigmatizatn of gay people has been so extreme that any dividual act socially d as ‘gay’ has tradnally been ed to margalize a person as havg a stigmatized gay inty, regardls of their orientatn, behavr and inty (McCreary 1994). Anrson (2008a) nceptualized this nflatn of a socially d “gay” behavr wh a gay inty as the “one-time le of homosexualy.