"In addition to discrimination against unfriendly media institutions, advertisers also choose selectively among programs on the basis of their own principles."
The truth in this statement comes from its obviousness. Advertising and sponsoring are proven methods of accumulating wealth. In a recent New York Times article, there is a new trend in how advertisements and sponsorships are placed. The internet has allowed people to scan through an infinite amount of headlines via countless news sources and search engines. What makes money are the articles and essays that draw people in. The packaged newspaper is has evolved into a system that rewards the more popular ones. Which has its share of negatives and positives. I'm an optimist and I think its great that this is the state of media. This brings out better writing, a broader selection to chose from, and it is hacking away at the corporate stronghold of on news.
Advertisers have the right to chose its own target audiences. As a huge fan of the capabilities a democratic capitalist nation offers to its citizens, in particular gays. There is much discourse on the buying power of the gay community, however no one can ignore its magnitude.
"Eugene Schoeman, the new MD of Pink Advertising, says as a currency the pink rand is growing in strength and cannot be ignored – in 2006, the pink dollar was valued at over US$650 billion in the US alone and, with the American buying power of the gay market projected to exceed US$835 billion by 2011, locals advertisers need to sit up and take heed."(http://www.bizcommunity.com/Article/196/12/23106.html)
Money equals power and influence. This wealth within the community, is lucrative for any company that wants a share. Honestly, being gay is definitely one of the coolest things that I could ask for, and its all thanks to my DNA. At this point in history, I have no complains about marketing towards gays. I like what Genre stands for, and the numerous other outlets that cater to the community. However its imbalanced, lesbians do not have the same resources as gay men. Overall there are inequalities between men and women, which favor men more.
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