HOW MINORITY CONSUMERS USE TARGETED ADVERTISING AS PATHWAYS TO SELF-EMPOWERMENT: Gay Men's and Lbians' Readg of Out-of-the-Closet Advertisg on JSTOR

Contents:

• KEYNOTE ADDRS: CONSUMER CULTURE AND POLIL RISTANCE—HOW GAY ENTREPRENRS SPARKED A MOVEMENT
• FRIENDSHIP TROUBLE: AN EXAMATN OF THE GAY BT FRIEND INTY AMERIN CONSUMER CULTURE
• TURNS OUT, BARBIELAND ISN'T AS GAY AS S QUEER FANS HAD HOPED
• APPEARANCE AND SELF-PRENTATN REARCH GAY NSUMER CULTUR: ISSU AND IMPACT
• REPRENTG FIFTY SHAS OF GAY THE LGBTQ+ MARKETPLACE

KEYNOTE ADDRS: CONSUMER CULTURE AND POLIL RISTANCE—HOW GAY ENTREPRENRS SPARKED A MOVEMENT

AbstractThe creasg visibily of homosexualy society, bed wh the lbian and gay muny's nsirable buyg power, has triggered marketers and rearchers' tert unrstandg homosexual nsumers' nsumptn patterns.

FRIENDSHIP TROUBLE: AN EXAMATN OF THE GAY BT FRIEND INTY AMERIN CONSUMER CULTURE

Prr rearch on whether homosexual nsumers behave differently om heterosexual nsumers has yield mixed rults, and rearchers and practners still do not know whether any substantial differenc exist, what the differenc look like, and how they n be explaed. Fdgs om a morator analysis ntradict nventnal wisdom and lay theori, while partly supportg assumptns that are rooted evolutnary and blogil theori that show nsumptn differenc crease wh age; they crease when parg homosexuals and heterosexuals of the same genr.

TURNS OUT, BARBIELAND ISN'T AS GAY AS S QUEER FANS HAD HOPED

Redrsg a 2016-iated brilliantly subversive but also highly divisive mpaign where fully lored s famo rabow-lored packagg to honor the ‘most important rabow’ (ntroversial bee some perceived the all-whe sign as promotg the racist whe pri movement) for 2021 partnered wh GAY TIMES and LGBTQ+ helple Swchboard to lorize black-and-whe archive photos om Pri celebratns of the ‘70s and ‘80s. Documentary shorts, stills and quot featured across Gay Tim’ portfol, on Reebok and (footwear retailer) Schuh’s social media platforms, and activatns Schuh flagships. “Sport is a fascatg place bee statistilly LGBTQ+ people tend to be more unf – fuelled by the way profsnal sports is a very heteronormative terra; nsir the environment that exists that means there are currently no openly Gay profsnal footballers the UK, and what that means to LGBTQ+ nsumers.

Bankg too, is ripe for an update (as an dtry wh servic predomantly ground heterosexual fay-centered liftyl) and mental health, another space where LGBTQ+ behavrs tend to differ; GAY TIMES is also early discsns about a project wh Anglo-Amerin mdfulns app, Headspace. For 2021 was reterpreted aga as #ProudInMyCalvs featurg artists cludg rerd producers Ar and Honey Dijon celebratg fg moments the queer and trans journey, followed by GAY TIMES own story-sharg via s newly formed GT133 group of TikTok-based ntent creators (a micro llective who rpond to topil stori at speed). ” Warner reveals that GAY TIMES is currently discsg a partnership regardg this foc wh a datg app (tails to be revealed later this) anchored fdg love rather than hook-ups.

A very different creature to the pre-Warner era where the dience was domated by whe, gay, fortysomethg men ( now boasts an equal genr spl and a broad trans-generatnal mix, om tweens to those their 60s and 70s) Warner reveals GAY TIMES is planng to build on s transn om pure publisher-to-brand builr by beg a full “cultural platform verg rmatn, products and servic.

APPEARANCE AND SELF-PRENTATN REARCH GAY NSUMER CULTUR: ISSU AND IMPACT

His first book, The Lavenr Sre: The Cold War Persecutn of Gays and Lbians the Feral Government, which has been ma to a crilly acclaimed documentary, explor Cold War hysteria over natnal secury and the troductn of “fay valu” to Amerin polics.

REPRENTG FIFTY SHAS OF GAY THE LGBTQ+ MARKETPLACE

Conttg the notn that a gay market veloped only recently the wake of gay activism, Johnson challeng nventnal unrstandgs of the relatnship between nsumer culture and polil ristance. He has held fellowships at the Natnal Humani Center, the Smhsonian Instutn, the Social Science Rearch Council, CUNY’s Center for Gay and Lbian Studi, and the Leather Archiv and Mm, and addn to several book awards has been regnized for his teachg and rearch.