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Athletes
Stand up for Gay
Marriage
By Joe Solmonese
Editor's note:
Joe Solmonese is
president of the
Human Rights
Campaign, a
civil rights
organization
working to
achieve equality
for lesbian,
gay, bisexual
and transgender
Americans.
The times are
certainly
changing in the
world of sports.
New York Rangers
forward Sean
Avery, a guy
more known for
hard knocks than
big causes, came
out in support
of marriage for
committed gay
and lesbian
couples in New
York earlier
this month -- a
professional
athlete taking a
very public
stand in an
arena too many
in sports
traditionally
avoid.
While we salute
Sean Avery for
having the
courage of his
convictions, we
probably
shouldn't be
surprised. A
majority of the
American public
is now -- for
the first time
-- in favor of
marriage
equality, so it
isn't really
shocking that
professional
athletes would
be as well.
What was even
more telling,
and refreshing,
was the positive
response to
Avery's
announcement by
agents, players
and fans that
dwarfed the
criticism.
Still, the ugly
retorts
predictably
arrived -- even
from Canada,
where loving gay
couples have
been allowed
nationwide to
marry since
2005. Don
Reynolds, the
president of
Uptown Sports
Management, told
Canada's
National Post,
"The majority, I
think, of
Canadians would
say that they
don't agree with
gay marriage --
that man and
woman were
created to be
married, not man
and man or man
and horse, you
know?"
Reynolds's son
Todd,
vice-president
of the company,
tweeted: "Very
sad to read Sean
Avery's
misguided
support of
same-gender
'marriage.'
Legal or not, it
will always be
wrong."
While many
called on the
Reynolds pair to
retract and
apologize for
their deeply
homophobic
statements, it
was sports
agents and
players who took
them to task.
Agent Andrew
Warren noted, "I
felt the need to
return to
Twitter due to
my distaste of @uptownhockey
take on the
issue of gay
marriage." And
NHL star Paul
Bissonnette
tweeted, "I
agree with Sean
Avery... If 2
people are happy
together let
them be happy."
This isn't just
a story on the
ice. Last month
David Stern, the
commissioner of
the NBA, fined
Los Angeles
Lakers star Kobe
Bryant after he
unleashed a slur
toward a
referee. (Bryant
immediately and
graciously
apologized.)
Stern's swift
action
underscored the
new reality:
Professional
athletes are
role models and
simply can't be
permitted to
utter hate
speech under any
circumstances --
and being
anti-gay is not
good for
business.
There's a reason
why 89% of
Fortune 500
companies
prohibit
discrimination
on the basis of
sexual
orientation.
Still, cleaning
up the sports
world of
homophobia won't
happen
overnight.
Hockey
commentator
Barry Melrose
went so far as
to say this
month on ESPN
that the NHL
having an openly
gay professional
hockey player
would be "a
problem that you
hope doesn't
happen."
Melrose is the
exception in
this day and
age, where most
people know
lesbian, gay,
bisexual and
transgender
people as real
people, as
members of their
family, or as
their friends
and co-workers.
They know by
experience that
"being gay" has
nothing to do
with what
matters most in
life, like
family values,
character or
work ethic.
Since Avery's
video
endorsement, the
floodgates have
opened. Phoenix
Suns Chief
Executive and
President Rick
Welts, a
longtime NBA
executive, told
The New York
Times he's gay.
Hall of Famer
Charles Barkley
said he had gay
teammates and
that he would
"rather have a
gay guy who can
play than a
straight guy who
can't play."
Baltimore Ravens
wide receiver
Donté Stallworth
and his
teammate,
linebacker
Brendon
Ayanbadejo,
tweeted their
support of
marriage
equality, and
this week the
NBA's Steve Nash
joined the
chorus.
Slowly, as those
in and around
professional
sports come out
of their closet
and embrace
simple equality,
the axis shifts
just a bit more.
It's a forward
movement that
even our
staunchest
opponents know
marks a new
beginning and a
new
conversation.
The opinions
expressed in
this commentary
are solely those
of Joe Solmonese. |
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Campaign
Still Growing
with 100,000th
Signature
By Melissa
Sturtevant
May 12 marked
the day that
Caroline Kennedy
became the
100,000th signer
on a letter to
President Barack
Obama
The letter urges
President Obama
to allow
committed gay
and lesbian
couples join in
matrimony,
according to a
press release
from the Freedom
to Marry
campaign.
The campaign is
a nationwide
effort trying to
put a stop to
"federal
marriage
discrimination,"
according to the
campaign's
website.
According to a
Gallup.com poll
posted on May
20, for the
first time, the
majority of
Americans are in
support of
legalizing
marriage for gay
and lesbian
couples.
However,
inflation of
support on the
issue was due to
the changing
view of
Democrats and
independents.
Republicans did
not have much of
a change in
viewpoint from
the previous
year.
According to the
poll, in 2010 56
percent of
Democrats
thought same-sex
marriage should
be legal, and
this year that
number increased
by 13 percent to
69 percent.
Independents
went from 49
percent of the
party's members
supporting the
legalization of
same-sex
marriage in 2010
to 59 percent in
2011.
Republicans
stayed the same
at 28 percent
saying same-sex
marriage should
be legal in both
2010 and 2011,
according to the
Gallup poll.
The poll's
results also
showed that as
people get
older, their
support for
legalizing
same-sex
marriage drops.
Terri Fredrick,
a member of EIU
Pride, said via
email that she
imagines that
most people in
the group would
be in support of
legalizing
same-sex
marriage.
Fredrick also
said that EIU
Pride as a group
hasn't taken a
stance on any
individual
political issue.
The EIU Pride
group will begin
meeting
regularly again
the fall on
Mondays.
Many celebrities
have signed the
letter urging
the President to
legalize
same-sex
marriage. Jane
Lynch and her
wife Lara Embry,
Anne Hathaway,
Sara Bareilles,
and Lance Bass
are among the
celebrities to
sign the letter.
The letter
thanks President
Obama for taking
a stance,
alongside the
attorney
general, by
saying that
discriminating
against same-sex
marriage is
unconstitutional.
"You can offer
hope to millions
of young gay and
lesbian
Americans who
are facing
discrimination.
You can tell
them that their
future is
bright, that
they, too, will
be able to grow
up and marry the
person that they
love, that the
pursuit of
happiness truly
belongs to all
of us," said the
letter.
"Marriage brings
not only public
respect and
personal
significance,
but also a
safety net of
legal
protections,
rights, and
responsibilities
for which there
is no
substitute."
According to the
Freedom to Marry
campaign's press
release, family
members of gay
and lesbian
couples, the
couples
themselves and
supporters will
deliver the
letter this
spring along
with stories
about same-sex
couples and
family photos.
Melissa
Sturtevant can
be reached at
581-7942 or
dennewsdesk@gmail.com
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Church of
Scotland Votes
to Allow Gay and
Lesbian
Ministers
General assembly
opens up
prospects of
church
recognizing
civil
partnerships for
same-sex couples

Scotland's
largest
protestant
church has swept
away centuries
of tradition and
voted to allow
gay men and
lesbians to
become
ministers,
opening up the
prospect of the
church allowing
civil
partnerships for
same-sex
couples.
The Church of
Scotland imposed
a temporary
moratorium in
2009 on
admitting gay
and lesbian
ministers after
Scott Rennie
became the first
openly gay
clergyman in a
homosexual
partnership to
be officially
appointed as a
minister in the
church.
The church's
general
assembly, its
law-making body,
voted on Monday
to lift that
moratorium,
officially
officially
allowing gay
ministers to
take on parishes
for the first
time since its
formation 450
years ago.
The general
assembly also
allowed serving
gay and lesbian
ministers who
have kept their
sexuality
private to
openly declare
their sexuality
– a proposal
bitterly
resisted by
evangelical and
conservative
ministers.
In one of the
final votes, the
general assembly
chose by a small
majority to lift
a parallel ban
on ordaining and
training people
who are in
same-sex
relationships,
and gay and
lesbians in
civil
partnerships. It
called for a new
report by 2013
on both
proposals and on
allowing
ministers to
bless gay and
lesbian
relationships.
The vote
followed
official
warnings that
allowing gay
clergy could
split the
church, forcing
traditionalists
to resign and
join more
conservative
churches formed
after the last
great schism,
when 474
ministers
resigned in
1843.
A commission set
up in 2009 to
investigate the
implications of
the Rennie
affair predicted
that up to a
fifth of the
church's
ministers,
deacons and
elders and
100,000
worshippers
could leave in
protest.
It said that the
issue was so
divisive that
another 1,800
church leaders
and 40,000
parishioners had
warned they
would leave if
gay ministers
were not
admitted. The
church has
445,000
communicants, or
active members,
and around
50,000
less-active
parishioners.
A leading critic
of the proposal,
the Rev Andrew
Coghill, a
conservative
minister on the
Isle of Lewis,
warned the
general assembly
that allowing
homosexual
clergy would be
devastating to
the church. To
applause from
his supporters,
Coghill said the
proposal to
allow gay
ministers was
"the hand
grenade [and]
we're being
asked to pull
the pin out, and
it will blow the
church apart."
However, the Rev
Willem
Bezuidenhout, a
South
African-born
minister, urged
the assembly to
support the
proposal. He
likened
opposition to
homosexual
ministers to
South African
pastors using
the bible to
justify
apartheid.
"Some of the gay
Christians I
know will be
much better
Christians than
I will ever be,"
he said.
Coghill was
supported by a
series of
traditionalists,
some of whom
called for a
final decision
to be delayed.
Ministers in
Aberdeen said
Rennie's
ordination was
so divisive it
had "broken" the
city's
presbytery, its
ruling body,
leading to
threats of
violence against
some members.
But in a clear
indication of
the general
assembly's mood,
the decision to
allow gay
ministers on
principle went
through
unopposed,
leading to the
vote late on
Monday to allow
gay and lesbian
ministers to be
ordained and
recruited.
In addition, the
church has set
up a commission
to investigate
the theological
issues raised by
the acceptance
of gay clergy.
Delegates to the
assembly, known
as
commissioners,
narrowly voted
down a proposal
to delay final
decisions until
2013 on whether
gay and lesbian
ministers had to
be celibate, or
whether they
were allowed to
be
sexually-active
and in long-term
relationships.
They also
rejected a
proposal to
prevent a
minister who had
not "come out"
to their
parishioners or
presbytery
before 31 May
2009, a cut-off
date based on
the general
assembly's last
debate on the
Rennie affair,
from declaring
his or
sexuality. That
suggests gay and
lesbian
ministers who
have kept their
sexuality
private could
now openly
declare it. |
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Gay Marriage
Play Series
Includes 'On
Facebook'
The idea for
Pulitzer
Prize-winning
playwright Doug
Wright's short
play "On
Facebook" came
from reading
conversations
about gay
marriage on the
world's most
popular social
network.
His
piece is part of
a group of short
works, “Standing
on Ceremony: The
Gay Marriage
Plays.”
"I was stunned
how in the
relative safety
of the Facebook
format, people
really let loose
with their
passions and
were unafraid to
say things that
they might be
ashamed to say
face-to-face,"
says Wright.
The Facebook
thread is
something Wright
says he vividly
remembered. He
made some
changes to avoid
legal issues and
created "On
Facebook."
"What's
performed on
stage is
markedly the
same in tone and
content of what
actually
occurred in the
thread," he
says.
Wright and his
partner are
amount the
18,000 couples
who got married
before
Proposition 8,
outlawing gay
marriage, was
passed. "We made
the loophole,
and are now
curiously
married in some
states and not
in others. And
if that isn't a
governmental
intrusion into
our private
life, I don't
know what is.
Whenever we
arrive in a new
state, the first
thing we do is
check our
status."
He says it
informs his
writing. "It
makes you
passionate about
the subject,
certainly."
Wright pointed
out what he sees
as another
irony. "I had
some friends
that asked me to
become a
marriage
officiant in New
York, so that I
could marry
them. They were
a heterosexual
couple. And so
I'm licensed to
marry others in
New York, but
can't get
married myself.
And these things
lodge with you,
and so writing
about them I
think is a very
healthy kind of
exorcism."
"Standing On
Ceremony" is
structured
around nine
shorts performed
over 90 minutes.
Wright says this
presentation is
a good thing for
the gay marriage
debate. "Even
for people who
may not be
predisposed to
go see an
evening of
theater on this
subject, they
see the degree
of support that
it's getting
from the
community, its
visibility is
heightened by
the actors that
choose to
participate in
it."
Wright says the
theater can be
an antiquated
medium, "and I
always think
it's thrilling
when suddenly
the theater
enters the
public square
and talks about
current issues
in a really
vital and
necessary way.
Because not only
does it make the
issue of gay
marriage
relevant, but it
makes that grand
old invalid the
theater relevant
again too."
Doug Wright’s
play “I Am My
Own Wife” won
the 2004
Pulitzer Prize
for Drama. His
short work “On
Facebook” is one
of several being
performed Monday
evenings this
month and next
at the L.A. Gay
and Lesbian
Center’s Renberg
Theatre.
Tonight’s cast
includes John
Glover and Jane
Kaczmarek. The
series includes
works by other
playwrights
including Neil
LaBute and
Moises Kaufman. |
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‘Coming Out’:
Gay Teenagers,
in Their Own
Words
By Sarah Kramer
The suicide of
Tyler Clementi,
a Rutgers
University
freshman who
jumped from the
George
Washington
Bridge last year
after
discovering that
his roommate had
secretly
streamed his
romantic
interlude with
another man on
the Internet,
captured
worldwide
attention. In
the wake of his
death, stories
of gay youths
being bullied
and taking their
own lives
proliferated.
The subsequent
outpouring of
concern from
parents,
educators and
those who had
survived
bullying
themselves
inspired “It
Gets Better,” a
campaign led by
the columnist
and author Dan
Savage in which
thousands of
lesbian and gay
adults shared
their stories to
assure all
teenagers that
society has a
place for them.
Popular culture
has reinforced
this message of
acceptance. For
example, the hit
TV show “Glee”
has had three
storylines
involving gay
teenagers this
season,
including the
matter-of-fact
courtship, with
rare onscreen
same-sex
kissing, of
characters
played by Chris
Colfer and
Darren Criss.
Lady Gaga has
countered the
antigay rhetoric
that many young
people hear in
their churches
and communities
with the song
“Born This Way,”
increasing her
already large
fan base among
gay and lesbian
teenagers.
“The amount of
attention that
has been given
to debates over
L.G.B.T. issues
in the last year
is another sign
of how deeply
American society
remains divided
over L.G.B.T.
issues,” said
George Chauncey,
a Yale
University
professor of
20th-century
United States
history and
lesbian and gay
history,
referring to
lesbians, gay
men and bisexual
and transgender
people. “And it
has made it
clear to young
people just how
much opposition
remains.”
The New York
Times embarked
on the project
“Coming Out” as
an effort to
better
understand this
generation’s
realities and
expectations,
and to give
teenagers their
own voice in the
conversation.
The Times spoke
with or e-mailed
nearly 100 gay,
lesbian,
bisexual or
transgender
teenagers from
all of parts of
the country —
from rural areas
to urban
centers, from
supportive
environments to
hostile ones.
The newspaper
contacted them
through various
advocacy groups,
as well as
through social
networking sites
like YouTube,
Twitter and
Facebook.
The Trevor
Project, which
provides
counseling to
lesbian, gay,
bisexual and
transgender
youths in
crisis, among
other services,
posted a call
for teenagers to
tell their
stories to The
Times, resulting
in nearly 250
responses. At
times, young
people led The
Times to others.
The youths who
participated
were in
different phases
of coming out:
some had come
out only to
themselves, some
to people in
certain realms
of their lives,
some to only one
trusted friend
or family
member. Some had
come out to
their family or
community, and
then, realizing
they lacked the
support they
needed,
rescinded the
declaration —
and came out
again a couple
of years later.
Others spoke of
hating
themselves in
the process of
accepting who
they are.
Some flaunted
their sexuality,
while others
adhered to
traditional
gender norms. In
English, Ind.,
one boy said
that when he
first came out,
he wore eyeliner
and skinny
jeans. “But then
when I stopped
it and decided
to be myself, it
was like I no
longer fit the
stereotypes,” he
said.
In the face of
competing
messages,
lesbian, gay,
bisexual and
transgender
youths just want
to be teenagers.
While they
envision a world
where they can
get married and
have doors open
to them, they do
not want to be
defined by their
sexuality,
regardless of
how they are
received by
their community.
It is just one
part of their
identity.
As Kailey Jeanne
Cox, 15, said in
her story: “I
don’t want to
have myself
being seen by
people as ‘Oh,
she’s — she’s
gay.’ I want
them to see me
as ‘Wow, she
loves God, who
cares what kind
of people she
likes? She is a
Christian, she
leads by example
and she’s a
wonderful
person.’ That’s
what I want
people to think
when they see
me.”
Or Joel
Brimmerman, 17,
who cannot wait
for the day he
can begin the
physical
transition to
male from
female, summed
it up this way:
“I’d rather just
get done with it
and get on with
my life. I mean,
I have stuff to
do besides
transition.”
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GFEST 2011
Selector:
Marketing
Oneself And
One’s Work Is
Perquisite Of
21st Century
Life
London’s premier
gay / LGBT
cross-art fest,
GFEST – Gaywise
FESTival 2011 is
open to receive
FREE short
films,
performances and
visual arts
entries on
website
DEADLINE 27 June
2011.
One of the GFEST
2011 selectors
James Rocarols
is the Content
Producer of Film
Network, the
BBC’s online
showcase for
short film and
British
filmmaking.
Q & A with James
Rocarols:
How would you
define good art
or differentiate
good art from
bad art?
A difficult
question, with
all the
resulting
caveats about
objectivity,
etc. I would say
it’s easier to
define bad art
than good art.
It all depends
on the viewer’s
perception of
the artist’s
intention. If we
perceive an
artist has
created with the
wrong intentions
(to plagiarizes,
to indulge
themselves, to
promote an
unpalatable
ideology, for
purely
commercial
reasons) then we
are more likely
to reject it.
What ingredients
would make a
work of art
‘innovative’ and
‘relevant’?
Sometimes
originality is
not just limited
to new
approaches and
techniques,
which it’s hard
to be innovative
with when so
many people are
creating art
these days, seen
instantly around
the world. But
innovation can
simply come from
an originality
of tone.
Sometimes we see
something that
on a purely
descriptive
level can sound
unoriginal, but
when you
experience it it
seems totally
fresh. We are
all unique
people and if
there’s a way of
harnessing our
unique take on
the world and
appropriately
convey it, that
goes a long way
towards being
innovative.
Relevance is
different and
can really only
be obtained by
keeping abreast
of popular
culture.
Do you think
‘Queer / LGBT’
arts can benefit
from ‘informed’
and yet
sensitive
critical
vocabulary?
All artforms
benefit from
criticism,
however
agonizing
artists find
criticism to be.
Queer/LGBT arts
exist in a
slightly
different space
to mainstream
arts in this
regard, in that
there might be
sensitivity and
accommodation
towards them
simply because
they are not the
dominant
culture. That’s
why it’s
essential the
LGBT community
is the most
stringent critic
of LGBT arts.
Are there any
specific
emerging
artistic trends
that you would
like to mention
for the benefit
of
practitioners?
My field is
filmmaking and
there are always
new fads. The
current ones are
for shooting
films on digital
SLR cameras like
the Canon 5D.
That seems to be
de rigeur these
days. In the
experimental
side of things
there is also a
penchant for
tilt-shift
photography.
Should the
artists or
practitioners
position their
own work to help
spread a word
and get a wider
recognition?
Marketing
oneself and
one’s work is
perquisite of
21st-century
life and imagine
they will be
teaching it in
schools soon (if
they don’t
already). Social
media is a great
tool for
promoting
oneself, and the
same rules apply
as they did to
the pre-social
media age – you
need to be
upfront,
confident, hitch
yourself onto
popular
movements or
brands (if
that’s your
thing), etc…
There will
always be some
artists who are
less comfortable
with that side
of things, and I
don’t blame
them. That’s
what people like
myself and
organizations
like Wise
Thoughts who
organizes GFEST,
are for – to
help promote and
encourage
artists.
Thank you James
for your
comments on some
challenging
points.
GFEST 2011 call
for submissions
on festival
website:
http://gaywisefestival.org.uk/
Deadline to
receive the
entry forms: 27
June 2011.
More info on
London’s gay &
lesbian / queer
/ LGBT / GLBT
art festival:
GFEST – Gaywise
FESTival (GFEST
for short) web:
http://www.gaywisefestival.org.uk
Artistic
Director:
Niranjan
Kamatkar
WISE THOUGHTS is
an arts charity
that organizes
GFEST – Gaywise
FESTival in
venues across
London.
GFEST web
networks:
http://www.wisethoughts.org
~
http://www.gaywisefestival.org.uk
http://www.facebook.com/niranjan.kamatkar
~
http://www.gaywisefestival.blogspot.com/
http://twitter.com/gfest
~
http://gaywisefestival.wordpress.com/
http://www.yoursemotionally.com/
~
http://www.myspace.com/interviewwithapolitician
http://www.flickr.com/photos/gfest/
~
http://www.youtube.com/user/wisethoughts
http://uk.linkedin.com/in/niranjankamatkar
~
http://www.myspace.com/gaywisefestival
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The End of
'Don't Ask,
Don't Tell': A
Gay Officer
Offers An Inside
View of the
Military's Rush
to Adapt
What a
fascinating time
to be a gay man
in the U.S.
military. This
time last year,
I was sure the
"Don't Ask,
Don't Tell" (DADT)
policy was here
to stay for the
next 2 to 3
years. I never
thought
by now I'd be in
a unit where
almost everyone
has received
post-repeal
training. While
not entirely
satisfied with
the training
process, I
believe the
overall message
has started to
stick: lesbian
and gay troops
are soon going
to be open in
the work place,
and despite the
commotion caused
by this change
in policy, it's
really no big
deal.
Enter my
involvement in
Time's
Battleland blog.
I have been
given the
opportunity to
share my
firsthand
experiences from
the inside as I
watch the fall
of a policy that
is undeniably
discriminatory.
By "not asking"
and "not
telling," the
people repressed
by this policy
have been robbed
of their voice
to speak out. As
a result, the
impact of such a
policy doesn't
hit close to
home for enough
families,
friends, or
coworkers. By
blogging here,
it is my goal to
share the
excitement felt
by every gay and
lesbian service
member as this
burden of lies,
cover stories,
and double lives
is lifted.
As a young, gay
officer who is
currently
serving on
active duty, I
have been
waiting years
for the day when
I can show up to
work and not
have to lie
about what I did
on the weekend
or the gay
circle of
friends I spend
much of my free
time with. As
you can
undoubtedly
imagine, I was
anxious to hear
what my
superiors had to
say on the
subject of the
post-repeal
military.
I held my
composure as I
stood in the
back of a small
but crowded room
with standing
room only. The
formal briefing
was a slightly
awkward attempt
at a
conversation
between one of
my superior
officers and the
40 or so of us
squeezed in that
room. He was
clearly not used
to talking about
the topic of
homosexuality as
he seemed
uneasy, but his
overall message
was a good one:
"Soon you will
be working
around openly
gay people. This
change is akin
to the
integration of
blacks into the
military and the
key to a
successful
transition is
professionalism
and mutual
respect."
As with any
other
conversation
about gays in a
setting where I
am not "out," I
found myself
reverting to old
defense
mechanisms. I
tried to laugh,
but not too
hard. I listened
intently while
trying to look
as if I was
barely paying
attention. I
looked to see
how everyone
else was
reacting only to
mimic their
posture, their
level of
attentiveness,
and their own
reactions to the
conversation.
A good friend of
mine, also gay,
was standing
next to me
throughout the
briefing. We
barely looked at
each other the
entire time. His
posture was much
like mine, only
he didn't laugh.
He didn't smile.
There was a cold
emptiness in him
which I had
rarely seen
before. I guess
that was his way
of not drawing
attention to
himself.
While the
"training
objective" was
met that day,
the real
training did not
take place in
that room. In
almost every
instance since,
when someone has
made a
homophobic
comment, the
problem has been
self-policed.
Someone usually
makes light of
the situation.
Either the
person making
the comment has
said "Wait, I
can't say that
anymore," or
someone else has
given them a
sarcastic
spot-correction.
Whether or not
they mean it is
a moot point.
The fact is, the
seed has been
planted in their
minds, and they
know what they
are saying is
wrong — and
probably have
for a while. I'm
sure this type
of "humor" will
linger even
after DADT is no
longer in
effect, which is
okay by me.
Humor can still
be used to
correct people
without making a
big, unnecessary
scene.
From my personal
experience, the
official
training was
probably
unnecessary. The
most important
part was hearing
a superior take
a stand and lay
out a policy and
a plan of
execution. Since
that seed has
already been
planted, I can't
understand
waiting around
for months
before repeal
takes place.
After all,
thousands of gay
troops like me
are being
silenced when we
would be much
more effective
if we could
actually engage
in the
conversation
about gays in
the military.
When DADT is
history, we will
reach our
desired level of
military
readiness. Until
then, I will
continue to
stand against
the wall in a
crowded room,
trying to blend
in to a
conversation
without drawing
too much
attention to
myself. I
encourage you to
tag along. |
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The Pink
Demographic and
Marketing
By Donovan Steyl
In many ways
South Africa is
a first world
country. However
when it comes to
the marketing of
brands and
services to the
gay community,
South Africa is
still in the
stone ages.

In recent years,
a number of
major ad
categories have
targeted
Lesbian, Gay,
Bisexual and
Transgender (LGBT)
markets around
the world. These
categories
include travel,
financial
services,
alcoholic
beverages,
automotive,
entertainment,
hair and
skincare, luxury
goods,
pharmaceuticals,
and fashion.
(For example,
American
Airlines have
launched a
specific LGBT-targeted
vacations
website.) While
over fifteen
years old in the
United States
and Europe, LGBT
marketing is a
relatively new
marketing
phenomenon in
South Africa.
The ABNSA Gay
Consumer profile
that was
commissioned in
2008 is the
largest of its
kind in South
Africa, its
findings showed
that roughly 10%
of the South
African
population is
gay. This
amounts to just
over 4.8 million
people.
Of the 15 000
respondents that
completed the
survey, 76% of
the respondents
said they were
more aware of
advertisements
that
specifically
targeted gay
people. Plus,
96% of
respondents paid
more attention
to gay ads and
ads that
identified with
them as a market
segment and
92.5% said they
would
consciously
support
advertisers who
made use of gay
publications or
media.
The term ‘DINK'
(Dual Income No
Kids )was coined
for this
demographic.
This means that
the gay
community tend
to have more
disposable
income. They are
also early
adaptors, eager
to try new
brands and set
trends. The
‘Pink Rand' is a
considerable
segment of the
South African
market and is
known for its
superior
spending value.
So why then are
corporates so
afraid of this
lucrative
market? Various
factors include:
fear of the
unknown,
potential damage
to brand image
and alienating
their
heterosexual
customers,
negative
stereotypes and
then simply pure
ignorance of the
market and its
potential.
I was recently
asked by a
strategist of a
large media
agency: "Why
would one
consider sexual
orientation as a
planning
factor?" My
response to her
was: "Well, when
you are deciding
on a target
demographic one
would consider
age, sex,
psychographics,
geographic,
income,
education etc
etc...so why not
sexual
orientation?"
This audience
must be
considered as an
equal and viable
market, just as
you would any
other.
This does not
place gay
consumers in a
vacuum; they do
form part of the
community. I
merely want to
demonstrate that
gay media titles
should be
considered as a
‘lifestyle'
medium for
possible
advertising and
marketing.
This being said,
no consumer is
more particular
about the images
and messages
used in
marketing than
the gay
community, which
is why it is
important to
have the help of
a knowledgeable
niche media
sales agency,
such as Lunch
Box Media, to
assist with
smooth
integration and
appropriate
messaging.
change the focus
from sales to
education in the
hope that
educating the
media agencies
and
marketing/brand
managers would
lead to an
increase in
sales.
This has
happened, but
very slowly.
This kind of
agency can
provide clients
with a
comprehensive
marketing mix of
advertising.
This includes
print, online
and social
media; as well
as unbiased
advice and
expertise as to
how to enter
this lucrative
market. |
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Inside E R I
Jams
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Presenting,
promoting and
preserving the
artistic culture of our city
along with the works of
independent
filmmakers, writers,
artists and
musicians in the
Erie area.
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Erie Gay News
Connections |
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