Analyzing how LGBTQ+ identities are portrayed in Indian video ads

What is it about?

This research explores how LGBTQ+ identities are portrayed in Indian commercials. The study looked at 105 advertisements created by brands until 2021, focusing on details like when the ads were released, the types of characters, their gender identity, sexual orientation, age, story themes, and settings.

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Photo by Mahrael Boutros on Unsplash

Photo by Mahrael Boutros on Unsplash

Why is it important?

The importance of this research lies in understanding how LGBTQ+ identities are represented in Indian advertisements. Here's why it matters: Social Awareness and Acceptance: By analyzing these advertisements, we can see how the portrayal of LGBTQ+ individuals has changed over time. This research helps raise awareness about the presence and representation of different identities in mainstream media, promoting acceptance in society. Impact of Legal Changes: The study notes a surge in LGBTQ+ advertising after legal changes, such as the decriminalization and enactment of protective laws. This suggests that advertisers respond to legal and social shifts, reflecting the broader impact of legislation on cultural expression. Call for Inclusivity: Despite an increase in LGBTQ+ advertisements, the research highlights a need for more diverse and inclusive representation. This recommendation is crucial for encouraging advertisers to depict a broader spectrum of identities, ages, and settings, moving away from stereotypes. Balanced Timing: The study points out that LGBTQ+ campaigns are often concentrated around specific months or events. A call for a more balanced approach throughout the year indicates the importance of normalized, consistent representation rather than limiting it to certain occasions. Addressing Stereotypes: The research emphasizes the need to move away from stereotypical portrayals. By encouraging advertisers to present a more diverse range of non-stereotypical characters, the study aims to challenge preconceived notions and promote a more accurate reflection of LGBTQ+ individuals. Authenticity and Empowerment: The commendation for non-fictional advertisements featuring real LGBTQ+ individuals sharing authentic experiences is noteworthy. Authentic portrayals empower the LGBTQ+ community and contribute to a more comprehensive understanding of their lives. Representation of Transgender Individuals: The positive aspect of transgender characters being portrayed by transgender actors highlights the importance of authentic representation, breaking away from casting practices that might perpetuate stereotypes. In summary, this research is crucial for fostering inclusivity, challenging stereotypes, and promoting a more accurate and positive representation of LGBTQ+ identities in Indian advertising.