Straight cisgender people more likely to be open-minded and accepting if they see LGBTQIA people in the media. This is according to a study by US media organization GLAAD.
GLAAD’s researchers surveyed 2,031 non-LGBTQIA Americans (those who saw LGBTQIA people in the media, and those who say they have not seen LGBTQIA media representation recently). They found 80% of those who saw LGBTQIA representation are more supportive of equal rights, compared to 70% of those who haven’t seen LGBTQIA people in the media.
For the companies jumping into the rainbow bandwagon: 85% of the straight, cisgender respondents think that companies who include LGBTQIA people in their advertising are showing their “commitment to offering products to all types of customers”.
According to Sarah Kate Ellis, president and CEO of GLAAD: “The findings of this study send a strong message to brands and media outlets. Including (LGBTQIA) people in ads, films, and TV is good for business and good for the world.”
Other findings include:
- Those who have seen LGBTQIA representation are more accepting of gay and lesbian people than those who haven’t (48% to 35%).
- They are also more accepting of bisexual people (45% to 31%).
- They are also more accepting of non-binary people (41% to 30%).
- 72% of those who see LGBTQIA representation are more likely to be comfortable with an LGBTQIA family member (versus 66% of those who don’t see that representation).
- They are more likely to be comfortable if an LGBTQIA family with children moves into their neighborhood (79% to 72%).
- They are also more likely to be comfortable starting a conversation with someone who is not straight (81% to 76%).
- 73% of those who have seen LGBTQIA representation first group would be happy if their doctor is gay, lesbian or bi (against 67% of those who haven’t seen recent LGBTQIA representation.