The study measures the attitudes of non-LGBTQ Americans to exposure of LGBTQ people and images in the media.
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For the first time ever, GLAAD has collected data to quantify how LGBTQ representation in TV, film, and advertising can lead to greater acceptance, comfortability, and understanding of the LGBTQ community. The survey was conducted online from November 20 to December 3, 2019 among 2031 non-LGBTQ Americas ages 18 and over.
The findings from the “LGBTQ Inclusion in Advertising and Media” study showcase four main trends:
- Most non-LGBTQ people personally know at least one LGBTQ person in their own lives at higher levels than ever before.
- Non-LGBTQ people are very comfortable with LGBTQ people appearing in the films, movies, and ads they consume, opening the door for more opportunities in the future.
- Non-LGBTQ people who are exposed to LGBTQ media images are more likely to experience increasing levels of acceptance and comfortability towards LGBTQ people.
- Companies benefit from including LGBTQ people in the advertisements, with the vast majority of non-LGBTQ consumers looking favorably upon companies that do so.
The research results can be download here.