Dissertation by Thomas Brian Ryan

INTERNAL REGRESSION OF A FORWARD THINKING COMMUNITY

CONTEXT -HOMOPHOBIA WITHIN CONTEMPORARY CULTURE -SHAMING WITHIN THE COMMNITY -SOCIAL MEDIA IS DEFINING A NEW SEXUAL MEDIUM ROUTE TO CONSUMER FUTURE

ENTS 2

CONT3

CONTEXT

Fig 1: Dominque Model Agency,2015

PREFACE

ithin modern society homophobia is still an issue that I believe W is ignored, and within gay culture as soon as a hurdle is crossed, the

rest of society seems to forget that there are still issues that need to be addressed and homophobia isn’t one of them. I’ve noticed that homophobia is something that writers are happy to talk about, but are there really many people physically doing anything to solve this issue? My own personal experience with this issue is the reason as to why I felt it was appropriate for myself to talk about, as I am someone who can just brush off comments from ignorant individuals, but I shouldn’t have to. We should be able to live in a society where someone’s ignorance about a community shouldn’t be expressed.

ETHICAL CONSIDERATION

ue to the nature of the topic being a sensitive issue, throughout D this process of investigation, the ethical consideration of my research

has been the highest priority when conducting primary research. Participants were made aware of the nature of my topic before partaking in any research, as well as made aware when through consent forms. Participants were made aware at all times that there was the option to opt out at any point, with no questions asked. Considerations were made into any issues that could have occurred due to the topic of conversation. Anonymity was practiced throughout focus groups when transcribed.

Fig 2: Zander Hodgson, 2010

Fig 3: Emilio Flores, 2012

INTRODUCTION

idea that through living within a heterosexual world, stereotypes are reinforced within the LGBT community to the point where they are so critical of themselves that it becomes a flaw. This brings up the issue of, ‘Why is western society governed by what queer theorists have called ‘heteronormativity’?’ (Spargo, 1999).

he purpose of this report is to consider if there is a need for the gay men to consider the issue around ‘when do preferences become prejudice?’ Looking into how some gay men have a tendency of shaming different tribes of the community for being too feminine and not fitting into specific boxes that they have created. LGBT rights are immersing themselves further and further within mainstream society. Is there a problem within the community itself that is leading to an internal regression? This issue causes the breaking down of the unified front that is projected onto heteronormative culture.

This report is intended to address the issue of homophobia, but has progressed to talk of how the community mirrors the rest of society when it comes to homophobic prejudices. Through writing this I hope to inform that shaming one another is something that is embedded within our western culture, but this act of shaming is something that needs to be addressed.

The fundamental direction of this report considers and investigates homogenous culture, as well as the gay community and the

HOMOPHOBIA

WITHIN

CONTEMPORARY CULTURE

‘Homophobia - a fear or dislike of gay people’ (McIntosh and Cambridge Dictionaries online, 2016).

n contemporary society why is it that homophobia is still widely Iexperienced? ‘While there does seem to be a broader definition of

acceptable sexual behaviour, many of the old prejudices remain and new crises are always in the making’ (Spargo, 1999). This is evident within modern society . For example, New Years day 2016: An ignorant member of the public forcing his homophobic viewpoints on fellow commuters through humiliation by singling out a man dressed in drag on the tube in London. “You Dirty people. God created us to have woman and recreate, you are a fucking nasty germ. You rotten person.” (Huffpost Story, 2016). Situations such as this highlight the need for re-education about LGBTQ individuals. Transgressive behaviour needs to be desensitised within society, especially as homophobia is an issue in those who are much more narrow-minded.

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Fig 4: It’s leg day , 2014

Fig 5: Yuri Pleskun , no date

VIOLENCE

‘ he homophobia, which finds expression in violence against individual lesbians and gay men, is an individual response to signals that exist throughout our society and which are universally understood. Such signals suggest that lesbians and gay men do not deserve the same degree of respect as heterosexual members of the community’ (Thomsen, 1997). This is evident when speaking to a member of the Nottingham Trent Pride Society, “If someone calls you a faggot or a dyke, people around are just like oh, its name calling, but it’s more than that, it’s damaging to a person”(Appendix, focus group) ‘It is as though by hiding the existence of homosexuality and silencing informed discussion about it, we’ve allowed young people the freedom to believe that violence against gay

men and lesbians is condoned. Gays are considered acceptable targets’ (Thomsen, 1997). If homosexuality was openly discussed, it wouldn’t be deemed socially acceptable to target individuals who were homosexual. Looking into the issue of race today, now that it is openly discussed it is no longer appropriate within western culture to use derogatory terms when speaking about someone’s skin colour. Why can’t it be the same for gay men? If sexuality is openly discussed, being homophobic wouldn’t be accepted within our society. Desensitisation begins in childhood; the issue is that it isn’t possible to have open discussion from an early stage to reinforce a desensitised state since it is still illegal to teach homosexuality.

PROPIERTY OF TEACHING QUEER

‘ nxiety about the propriety of teaching queer, gay or lesbian subjects is clearly bound up with the fear that the subject-topic may corrupt the subject-student’ (Spargo, 1999). The most obvious example of this fear in Britain was section 28 of the Local Government Act 1988, which prohibited the ‘promotion of homosexuality’ by schools (Spargo, 1999). This law is still upheld today, and is an issue that needs to be changed as it’s less about ‘promotion’ and more about the need to educate those so that future generations are desensitised to someone’s sexuality. Can individuals have an anxiety about sexuality if they become desensitized? An oppression of homosexuality is leading to an evident neglect within the community from a young age.

Fig 6: Boys, 2015

AT ODDS WITH THE NORM

This concept can be brought to light through looking at Queer Nihilism (Bædan, 2012), which states that those who follow this paradigm aren’t going to live fulfilling lifestyles and will most likely die young, and creates ‘Complete segregation from heteronormative society (TEDx Talks and Mallinson bird, 2015). This construct can be argued that it is as a result of the AIDS epidemic in which the heteronormative world assumed that all homosexuals would die young through infection or as a result of their transgressive lifestyles and alcohol fuelled lifestyles. These stereotypes can be damaging to a culture that wants to move on from historic events that have shaped the community as well as a misrepresentation. In effect it can result in forcing individuals to deny their sexuality through fear of judgement in which this model reinforces negative images of being homosexual, through not coming across as life affirming (TEDx Talks and Mallinson bird, 2015).

‘ n theory, ‘queer’ is perpetually at odds with the normal, the norm, whether that is dominant heterosexuality or gay/lesbian identity. It is definitively eccentric, abnormal’ (Spargo, 1999). What needs to be made clear is that having a transgressive attitude towards sexuality doesn’t make someone abnormal, but that it is just another way of looking at someone’s sexuality. This outlook needs to be shown within the public eye, that it is acceptable and not deemed as separate from the norm. ‘How does homosexuality come to be seen, as the inferior part of what might be an opposition of equals?’ (Spargo, 1999). As individuals we are all the same and we are human, so why does this issue of someone’s sexuality make them an outsider, and dehumanize the gay community from heteronormative culture.? Just because someone refuses to conform to the sexual preference of the masses doesn’t make them less of a person.

SOCIAL STIGMA

a personal battle with someone’s identity, and is something that needs the support so that younger generations can experience homosexuality isn’t a stigmatism in the real world.

‘ ome find it easier just to go through the motions of displaying heterosexual behaviour than to deal with the social stigma of being called gay’ (Wilson, 2004). There is still a stigma around being classed as homosexual within younger generations. This is through fear or rejection. Gay and bisexual minorities are more likely to be rejected by their families and increases the risk of becoming homeless (CDC, 2016). A survey conducted by Centers for Disease Control and Prevention showed that forty percent of homeless youth are LGBT. The lack of support that is provided to younger generations is next to nothing and becomes

Something that can combat this issue or lessen the effects of homophobia is through having social support and knowing that there is acceptance without being aware of this through education, that it is okay to gay, social constructs around homophobia aren’t going to progress and are going to remain with their old-fashioned stagnant ideologies (CDC, 2016).

Fig 7: Valters Medenis, 2015

Fig 8: Guys ,2008

CRIME AGAINST NATURE

hese ideologies are still secretly T embedded in western culture and

overruled the US Supreme Court with an ‘unconstitutional ban on both anal and oral sex- making it technically illegal to be gay’ (Sisley and Dazed, 2016).

even more secretly within the United Kingdom. Gay Conversion therapy is still legal within the U.K. (Kale and Dazed, 2016). Regardless of the assumption that Britain is a relatively forward thinking, accepting culture, evidently this isn’t the case. How can people begin to accept themselves when ‘therapies’ such as this still exist?

Although there has been progress with equal rights within the LGBTQ community, it still isn’t where it should be in a contemporary society. Two men can be together in public within the majority of western society compared to how it used to be prior to 1967 when it was still illegal to act upon gay desires (Stonewall, 2016). It is now possible to be prosecuted for being homophobic (Crown Prosecution Services, 2008), but is this a positive thing? Surely being homophobic towards anyone shows the need for re-education within society. What re-education has the potential to achieve is desensitising youth around the concept that someone’s sexuality makes him or her a minority.

In the U.S. New York has finally banned gay conversion therapy, not long after same-sex marriage became legal. The state of Michigan has recently passed a law that puts sodomy on the same level as bestiality. ‘A person who commits the abominable and detestable crime against nature with mankind or with any animal is guilty of a felony punishable by imprisonment for no more than 15 years’, (Legislative Council, 2016). According to reports, the states senate have

FORCING HOMONORMATIVE

omophobia is something that has an influence on everyone of H any sexual orientation. Forcing the homonormative ideologies

and stereotypes upon individuals, restricting societyâ&#x20AC;&#x2122;s acceptance of breaking free from the narrow mindset of what it means to be male or female. These ideologies have brought about a culture of shame within the gay community, making it so that those who do not conform to the representations of what it means to be male are shamed for not appearing or acting the same as a heterosexual male. Why cant being classed as a gay man and expressing your sexuality openly, mean that you have the freedom to express yourselves in all aspects of your lifestyle.

Fig 9: Love Respect Loyalty ,2008

S H AMI N G WI T H I N T H E C O MMU N I T Y

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still an internal nature to categorise individuals into a box, when activists at the front of these issues have worked so hard to establish that you can be anything you want to be within this close knit culture, and still be loved for who you are. It’s easy for gay men to say this phobia of being more transgressive is just a side effect of app culture, but it’s not. It leaks into our communities and affects the mental health of others. (Scottee, 2016)

of which, half way through the documentary couldn’t imagine dating a man who wore high heels as it’s apparently “not normal”(First Dates,2016). The man that he was on a date with is partial to wearing a heel, so immediately ended the date. Just because someone has an idea of what they prefer, doesn’t mean that it gives them any right, to openly shame someone for their interests. Especially implying that it makes them not normal. When does someone’s personal preference become prejudice?

“Those of us who sit outside the gender binaries, are demonised, desexualised and often unwillingly fetishised by homogenous, homonormative culture.”(Scottee, 2016) This generic issue of having to fit within the heteronormative

In this day and age where gender binaries are an evident part of the LGBTQ community. Why is there

world is something that can be engrained within a person from a young age. Why is it that those who choose to break from this stereotype are the ones to be criticized for their lifestyle choices? “Gay men face enormous pressure to fit into a very narrow view of beauty.”(Lang, 2016) Within the community there is the issue around groups for gay men being left out, specifically because of app culture, with phrases such as “No Fats, No Femmes.” “These politics of exclusion leave many feeling left out of a community” (Lang, 2016), something that they have already fought so hard to be a part of after hoping that they would be embraced after coming out. This kind of ridicule can only do one simple thing, and that is to set someone back. “The need for acceptance breeds a culture of fear” (Lang, 2016). The gay community is perceived to be accepting of all and welcoming, but there is a fear. For example if a gay man is too feminine, those who deem that as sexually unappealing reject him. The community needs to not be based on sexual preference and embrace ideologies of what community means. Preference reinforces an internal shame and sets back the communities image of expression from within. Can we really call the Gay community progressive when they have this toxic idea of masculinity building up within them?

Joel Simkhai, founder and CEO of Grindr responds to Huffpost Queer Voices about the criticisms of his app that it is superficial and forces the community to conform to certain ideals. ‘Fantastic, I love it. Absolutely. Look good. I’m very proud that Grindr has forced us to up our game’ (Signorile, 2013). The founder of Grindr appraises this idea that looks are important and that gay men should feel the pressure to look a certain way in order to conform to stereotyped concepts of masculinity. For apps such as Grindr, being queer just won’t do, as femininity in men isn’t attractive to others. What it does, is that it creates this need within the culture to aim higher to please others without actually reflecting on what you want yourself. Surely this construct disregards the historical nature of the gay community for being transgressive? Gay men should embrace the community’s history and attitudes and not forget. Individuals within the community who state their preferences without actually knowing someone first can lead to a further internal homophobia towards those who seek masculine men. ‘I’m aware that not every blokey gay is a twat but unfortunately the uniform means the good ones are often undistinguishable’. (Scottee, 2016). It creates a vicious cycle that is never ending, which can only lead

to tension being built up from within. “They prize masculinity by demonizing femininity”(Lang, 2016)

gay men segment themselves even further than the stereotypical heteronormative perspective through ‘tribes’ that they expect themselves to assimilate with. “If you’re slim and Hairless? You must be a Twink. Larger in build and covered in body hair, then you’re a Bear”(Hall and Dazed, 2016).

The imagery represented for gay men within the mass media is simply only of camp gay men such as Alan Carr and Graham Norton, and with these over the top attitudes being forced to represent how others see gay men, it’s no wonder that gay men today are rejecting this construct as it no longer represents the new generation as it breaks down the idea that gay men can be masculine.

These tribes may just seem, on the surface, to be a simple way of describing someone’s personal preference; but the generic problem is that there is a “mac4masc” breed of Grindr user (who appears to just want an individual with a “masculine” aesthetic), who can come across viscous in nature, often using homophobic slurs to describe the camp men that he claims he isn’t attracted to (Hall and Dazed, 2016).

“Gay men are still, by and large, rigidly defined by narrow categories” (Hall and Dazed, 2016). This is nothing new but

Fig 10:29 David Gandy for Dolce and Gabbana Book , 2011

Fig 11: Matthew Djordjevic ,2015

HETERONORMATIVE WORLD

today is more accepting Sof ociety gay culture than ever before, but

this idea and enhanced it so that those who are ‘straight-acting’ have some kind of hierarchy over those who choose to flaunt their transgressive ideals, aren’t worthy of being classed as part of their own personal community.

why it is that these “straight-acting” (Gay men who feel the need to state that their social mannerisms conform to the heteronormative world) individuals exist? If your mannerisms don’t fit within the heteronormative masculinity, and you feel the need to ‘act’ to fit in, then there’s something wrong in that. Individuals evidently aren’t accepting themselves whilst the world around them is evolving. “If you want to be an equal part of a straight world by proving how ordinary, how ‘just-like-you’ (but perhaps a bit more sensitive or artistic) you are, it simply won’t do to flaunt your more excessive, transgressive desires or relations” (Spargo, 1999)”. Members of the gay male community have taken

With contemporary masculinity in heterosexual men becoming more flexible, terms such as meterosexual are being addressed towards hetero males. There is an assumption that the gay community should be embracing ideologies of transgressive nature, just as it is in the heteronorm, but individuals seem to still have a stereotyped image of what masculinity is to them, and it is damaging the progression of expression for gay men.

SHAMING IS AMPLIFIED

too fat or too feminine. These types of apps give a reason to analyse yourself, based on the preferences of an individual.

“ ruelty to others is nothing new, but online, technologically enhanced shaming is amplified and permanently accessible” (Lewinsky, 2015).

The generic issue of being gay makes you a minority, an anomaly, and minorities rarely go through life without some sort of discrimination (Hall and Dazed, 2016), so it’s understandable this need to fit in. It’s just not okay to femme-shame a gay man because he isn’t masculine enough for someone, and your hidden insecurities. Acting in this way doesn’t make you masculine. It turns preferences into an enhanced prejudice and outweighs capacity for empathy.

The rise of app culture has been positive in bringing access of the LGBT community to others through apps such as Grindr, but it has progressed gay male shaming. Through apps displaying a feed of profiles in your area, it enables you to see everyone that you may be interested in. But before you even have the opportunity to strike up a conversation, profile tag lines and descriptions put you in your place, and remind you that you’re either

Fig 12: Candy Ken for PAPERMAG ,2015

Fig 13: CR fashion book issue 3 ,2014

CONVENTIONAL RELATIONSHIP

here is also the issue surrounding T “the false stereotype that gay men

community, but further reinforcing stereotypical attributes of gay men that they are “catty, bitter, backbiting queens” (Kelly, 2016). Kelly argues that we all have a responsibility to be kinder to each other than society has been to us as a community in the past. The gay community shares a common struggle throughout history, so the idea that we should be a more accepting culture needs to be upheld (Kelly, 2016).

sleep around, which is the reason why the straight community think we’re unable to have monogamous relationships, is beyond saddening”(Kelly, 2016). What this does is that it reinforces further the issue that gay men are considered promiscuous, and through living in a heteronormative culture, stigmas that are forced upon the community from a young age that are brought to the foreground through “slutshaming” (Being shamed for having a more recreational look on sex that monogamous). This is as a result of “promiscuity” falling out of fashion within the gay community as a result of the AIDS crisis. A writer for Attitude Magazine states “at 16, I convinced myself that I had contracted HIV from kissing another guy” (Kelly, 2016), which doesn’t seem to be an uncommon story, but with medical advances this isn’t as much of an issue anymore.

Simon LeVay, writing for Queer Science, argues that gay men in western cultures have more sexual partners than heterosexual men, a kind of hypermasculinity. He states that the reason for this is not that gay men feel the need for more partners, but that they come closer to fulfilling their desires (LeVay, 1997). From this, surely gay men should celebrate their sexual freedom, as it’s something that separates them from this culture of homogany. Shaming one another does nothing other than proves this need to conform to the heteronormative world, whilst damaging the community. However, this idea could be debatable due to everyone (male or female), having unique sex drives specific to them.

For those who believe in conventional partnerships, slut shaming is an issue. The individuals who call out those whom they deem to be a “slut” aren’t helping the

DESENSITISED ENVIRONMENT

onica Lewinsky speaks for M TedTalks about how app culture used

preferences are a result of ‘majority influence’ through living within a heteronormative world, shown through the need to conform to stereotyped ideologies of men and women. This is something that evidently cannot be helped, as we can’t change the social state of the world overnight. Serge Moscovici, a social psychologist, argues that majority influence is based on public compliance, because of social influence. The majority have the power to reward and punish, which in itself puts pressure on minorities to conform. Positive change can happen through a minority as a result of informational social influence, through providing the majority with new ideas and new information, which causes the majority to re-examine their views (Mcleod, 2007).

in this way has lead to a desensitized and permissive environment online (Lewinsky, 2015). It breeds a culture of humiliation, Lewinsky even states that a marketplace has emerged where public humiliation is a commodity and shame is an industry (Lewinsky, 2015). An issue that has arisen is that it is almost deemed acceptable, and expected within the gay male community, through reinforcing the stereotype that gay men have a judgemental nature through being catty and backbiting queens, and that they are prejudice towards everyone so why wouldn’t they be prejudice against themselves? The issue surrounding a culture of shame within gay men through

FIG 14

Fig 15: Bedtime stories ,2013

S O C IAL M E DIA IS D E FI N I N G A N E W S E X UAL M E DIUM

ebecca McGrath writing for R Mintel, speaks of how the number

it so that those who aren’t as serious about physically meeting someone, can also get evolved too purely because they enjoy the process (McGrath, 2015).

of single people within the UK is increasing, which in effect has created a greater need for consumers to be enabled to have access to forms of online dating brands (McGrath, 2015).

These types of apps are growing in interest with students, through 11% of those in full-time education actually having the app and those aged 18-24 having a general awareness of these apps (McGrath, 2015). The success of these types of apps lies within the ease of use of the application and its early capitalization to date ‘on the go’, and turning the idea of dating into a playful exercise (McGrath, 2015).

Apps such as Tinder and Grindr have had huge success with younger demographics, through gamification of the aesthetics. Another thing that these apps have had success with, is through getting rid of any stigma around the nature of their apps, through the gamification of their apps, making

SHAPE YOUR SEX LIFE

-D magazine’s Cliff Joannou Iargues that apps such as Grindr

Why shouldn’t it be celebrated? Through breaking the barriers of homonormative relationships gay men should be able to shape the way in which their sex lives exist.

among gay men have brought a fascination surrounding sex with strangers (Joannou, 2014). Joannou argues that this is because we’re all little boys at heart and love adventure, and that men have higher sex drives. He then goes on to say how it seems as though he is trying to justify being ‘slutty’ but that he believes that gay men have a privileged exchange that only exists between the historical and prevailing culture (Joannou, 2014). What this shows is that it brings up the argument again that gay men have the advantage of having the power of hyper-masculinity.

Joannou then goes onto speak about how through technology, it can be damaging because apps have replaced bars with the digital cruising culture. People can have instant gratification on the go because it’s always available (Joannou, 2014). What this concept can do is that it can hurt the community because it is diminishing it’s heritage through making typical gay havens such as bars almost obsolete.

Fig 16: MALE , the book,2013

Fig 17: Icelandic model Orri Helgason for BELLO 42mag ,2016

CONCEITED CONSUMER

his is generation Snapchat. T What this means is that when

This concept is evident within everyday lives. As a culture, it is impossible to be in social situations without having some form of a phone within your hand. Showing how our digital lives are merged within the real world. We are becoming desensitised to deeper interactions with everyone around us, we aren’t investing ourselves with real people. As a contemporary culture, we feel the need to constantly multitask, because it’s how app culture works. We switch back and fourth from app to app unaware that we aren’t consuming the physical world in which we live in; instead we create a utopia that we can’t physically access. If you don’t fit within that utopian view then you don’t come into someone’s world, because you aren’t giving nor given the instant gratification that apps such as Grindr provide.

we talk to each other, in passing or just living in our day to day lives, those moments disappear. Snapchat emulates that behaviour and psychology. But what is does is it creates a conceited consumer. Joannou speaks about how it encourages shallow interactions and exchanges, because prejudices are made solely on someone’s appearance.

Adapting this construct to Grindr and the fact that it is used primarily as a hook-up app, it has the potential to hurt long-term relationships. Within Western culture we don’t invest ourselves within aspects that past generations used to, such as how we consume the media or how we consume each other or relationships; it’s all about that quick fix and when it’s gone it’s gone (Joannou, 2014).

B IG ID E A

CE LEB RATI NG THE LG B T COM M U NI TY THR O U G H THE P O WER OF SO C I A L MEDI A W HI LST C R EATI N G A MORE PO STI V E S O C I A L AL LI AN CE FO R YO U N G GAY DIGI TALLY AWA R E MEN .

Fig 18: Exclusive | Josh D. Green ,2015

AIMS: -REDUCE PREJUDICE IN THE M A L E G AY C O M M U N I T Y - C E L E B R AT E T H E M A L E G AY COMMUNITY AND THEIR S H A R E D VA LU E S -FORM AN ALLIANCE O P E N U P A C O N V E R S AT I O N - P R O M O T E A C C E P TA N C E O F EACH OTHER -FREEDOM OF EXPRESSION

SHAME

is an evident part of the Sgayhame community in contemporary

With the rise of things such as drag culture and public figures such as Caitlyn Jenner, mainstream society is much more open to embracing LGBT rights. Through researching this topic it has become evident that everyone seems more than happy to shame those who shame, but there is little evidence about reinforcing positive change through a proactive nature.

culture, whether itâ&#x20AC;&#x2122;s shaming each other or feeling ashamed of who you are and what â&#x20AC;&#x2DC;categoryâ&#x20AC;&#x2122; you fit into. Just as the rest of society is quick to judge gay men and their lifestyle, this community is quick to judge itself from within and shame each other. Through this idea it has led to me establishing an aim that needs to be met: Highlight that shame is an issue within contemporary gay culture.

Fig 19: Matthieu BarnabĂŠ ,2011

Fig 20: Grindr phone , no date

GRINDR

rindr is a geosocial, networking G app that allows access into the gay

app through curiosity, the curiosity to want to know who is gay in your area and whether or not you may have a chance of sleeping with them.

male community, and has since become the world largest gay social network.

What has worked so well for Grindr is the demographic that they have target. Their main consumer is the Gay Affluent or tech-savvy man. Gay men spend on products and services, a third more than their straight counter parts (Grindr LLC, 2016), showing that gay men always want more, more social experiences, more from retail etc. Forty-six percent of Grindr users have been members for over a year with an average of eight logins a day per user, showing that gay men have a need for more content and a constant update, which has transcended from their physical lifestyles. This is evident through the fact that Grindr has 908,000 active users on a daily basis (Grindr LLC, 2016).

The reason behind why Grindr has worked so well, is because it has not only become the new way in which gay men socialise, it has effectively replaced gay bars with on the go access that enables users to chat to other men in their area and share their location with the hopes of meeting up. It has become a hookup app, but this hasn’t become a hindrance, if anything it is the reason as to why it has worked so well. Gay bars aren’t as easy to come across, but through the use of Grindr, gay men are. It has enabled them to access the gay community, as well as those who are either bi or curious about their sexual orientation. “That ability to make Grindr a powerful organizing tool” (Signorile, 2013) is what drives the

CONSUMER PROFILE

egardless of the vast amount of R people that you can come across

life, the type of person who thinks what’s the point in hiding when everyone knows I’m gay (Allwood and Dazed, 2016).

on Grindr, there really aren’t that many different categories of users. “Mr Abdomen”, or the First Adopters “Neck to Knees” as Landis Smithers, (Grindr’s Vice President of Marketing) told Dazed Digital (Allwood and Dazed, 2016). This is someone who keeps his body chiseled and is usually found taking pictures of himself after showering or working out to gain the most “appealing” profile picture.

What this shows, is it gives the impression that Grindr still has embedded within it, the typical connotations of what you would have historically seen at a gay bar, such as the guys who are there just to “hook-up”. It has become an evolved form of social media within the gay community, its something that is openly talked about and the app itself isn’t shamed as it has become an assumption that most gay men have the app, and it has been desensitized and normalized within this community. Its how you gain access to a snippet of this culture with ease.

There is then the traveler, who just happens to be visiting and is “lonely”, and needs someone to show him around; which has its hidden meanings, but according to Huffpost Queer Voices he is more often than not, closeted and married with the possibility of children and can be persistent with communication (Stafford, 2012).

Although this idea is evident, Landis Smithers spoke to The New York Times of how “there’s a generation out there that doesn’t seem to care if people know that Grindr is on their phone, and there’s still a generation that does” (Schneier, 2016).

Finally there is the Bust, or Second Generation, someone who has there face on the profile but also a link to their social media, using Grindr as a social hub and that it’s just part of

CONSUMER PROFILE

NECK TO KNEES

Fig 21: Neck to Knees consumer profile, 2016

CONSUMER PROFILE

THE TRAVELER

Fig 22: The Traveler consumer profile ,2016

CONSUMER PROFILE

THE BUST

Fig 23: The bust consumer profile ,2016

NECK TO KNEES + THE BUST SHARED VALUES

EQUALITY WITHIN SOCIETY 56

Fig 24: Simone Bredariol, 2016 57

. W. Anderson is a brand built Jupon genderqueer stylingâ&#x20AC;&#x2122;s (Hawkins, 2016), and plays around with how modern masculinity is perceived. Brands such as this have a social responsibility, to cover all aspects of what they are trying to achieve. Using Grindr as a platform for a high fashion label has made a lot of sense. J. W. Anderson is breaking down social stereotypes of what modern masculinity is, and has the opportunity to become a temporal marker within history. For example how Diorâ&#x20AC;&#x2122;s new look represented post war ideologies, and tempted women back into the nostalgic femininity that had been about previously (Phaidon, 1998), maybe brands such as J. W. Anderson are doing the same for the gay community, showing the progression of their sexual freedom.

Fig 24: J.W.ANDERSON X GRINDR,2016 58

J . W. A N D E R S O N

. W. Anderson invited Grindr Jusers to be the first to view the

on to say how “fashion is a big topic of interest for a certain segment of our consumer”(Schneier, 2016) so in effect it makes sense for the notorious hook-up app to team up with a fashion brand as it creates shock value for both counterparts and brings Grindr further into the open. What it also does is that it latches itself further onto its social element rather than an app for sex. Landis goes on to say how, “I was looking at my Tumblr feed and I realized that it’s basically fashion, fashion, porn, porn, interior design, art, porn, porn, It’s just how we absorb things these days. And I would like to have a tool where I can do that in real life” (Schneier, 2016).

live catwalk of their menswear collection and then allowing users to view it across the world for over 24 hours when then logged in. Due to the openly gay designers penchant for provoking, it was a match that made sense. “Grindr is a very, very visual experience”(Schneier, 2016), which has become evident in recent months, beginning with the way in which J.W. Andersons, London Collections: Men’s show, was advertised through the app with a direct link to the live stream give only to Grindr users. L a n d i s Smithers talks of how fashion is in his blood which is why he made the decision to go for such a striking brand in comparison to Grindr, but that he thinks that its in a lot of other gay men also, “It’s a form of expression, but also our version of sports in some ways – who’s on the team, where are people moving to” (Allwood, 2016). Smithers then goes

By allowing access to a million users a minute it lent a kind of exposure many can only dream of. It aligned the app with a pioneering, dynamic fashion force, and won them both a lot of mainstream press as well as bringing users to the app for other than the stereotyped use.

CAMPAIGN CONSENSUS

campaign aimed at 18-24 year A old gay men, using the concept that

The consensus would be an ‘unapologetic’ campaign, highlighting this issue, leaking it through Grindr, targeting their tech-savvy consumer - those who use Grindr for more than its primary use; a kind of social hub, and consume constantly and crave more from an app.

shame is regressing gay culture. What will be embedded within this concept will be the aspect that the gay community is losing elements of humanity with regards to how they address each other and that a mutual understanding needs to be concluded in order to have a freefall of acceptance in respect to the variations of gay men. The result would be a social campaign aimed to reinforce social change within the gay community. This concept would work through using aspects of Serge Moscovici’s theory, and providing the majority, (who shame other gay men) with new ideas and information, making it so that they re-examine their viewpoints, and the way they look at the minority and tribes within the community (Mcleod, 2007). There is an evident need for this toxic atmosphere within the community to be highlighted so that binaries within gay culture can be widened and future generations can be desensitised to the prejudices of this generation.

Research shows that 24% would be willing to pay for more (McGrath, 2015), so why not give them more for free, providing a campaign that transcends across multiple media platforms. Starting with Grindr, to raise awareness amongst the gay community first, and then trickling it down through Grindr’s Instagram. What this does is it forces the demographic to consume a campaign within their existing community directly, and will give an added advantage that makes the chosen consumer aware of the issue from the first instance.

61 Fig 25: Le porftolio de willy Vanderperre,2016

Fig 26: Bryce Thompson,2013

WHAT WILL IT DO AND ACHIEVE?

he key message within the T campaign is going to be ‘Acceptance

others for the way in which they express themselves, then maybe they don’t have the right to belong to a community that they are so happy to reject.

begins with the self ’. I want to take elements of the phrase ‘Fashion is a gay man’s sport’, and develop it further, with the aim: ‘How can we demand acceptance, if we don’t accept ourselves?’ Showing that gay men are part of a team and should accept each other in order to have a united front against larger issues.

The specific consumers are the neck to knees who use Grindr for its more traditional use and the social hub who aren’t afraid to make it publicly known that they use Grindr through having social media, such as Instagram, linked to their account.

Through the idea of acceptance, it would be taken further into the concept of - if you’re going to shame other gay men and diminish them, then you don’t have the right to call yourself a gay man. The community itself is about acceptance, and that needs to be held at the heart of what is done with a campaign, providing the message that we are part of the same society. Making it so that these prejudice individuals re-examine their viewpoints and acknowledge the alliance of what it means to be gay. If someone is going to shame

What this shows is that they are fully immersed with the concept of Grindr but that it also has a social benefit through expanding outside of the app, immersing themselves with the homogenous world and gay community. The target consumer is aware that shaming has become a trend, either through actively doing it themselves or through noticing trends within the media that highlight the issue.

PROVIDING A VOICE

A voice for this campaign would be through Stonewall, as there motto is ‘Acceptance without Exception’ (Stonewall, 2016).

was founded in 1989 Sby tonewall a group of individuals who had

set to run across 1,000 London bus side panels (Grey, 2012).

been active in the struggle against section 28 of the Local Government Act which prevents the ‘promotion’ of homosexuality in schools. Stonewall was created to form a professional lobbying group that would prevent stigmatising lesbian, gay and bisexual individuals (Stonewall, 2016).

The initial reason behind the campaign was to raise awareness and remove the stigmatism associated with homosexuality. Designed to be honest and to the point, the campaign supports multiple issues, from human rights, to mental health and politics. Editor of Attitude magazine says that he doesn’t consider this to be a ‘gay issue’, but that it is the problem of the children of straight people whom haven’t been exposed to this culture, its not a debate about ‘them and us’ but the whole point that we are all in this together and we should accept one another (PinkNews, 2008).

Since 2007, Stonewalls ‘Get Over It!’ campaign has helped to tackle bullying within the classroom. It is a simple message created by students and teachers, with the aim that schools should be a secure environment so that young people can focus on their education. The campaign was initially a slogan, distributed on stickers posters and postcards to every secondary school in Britain. The campaign escalated to include six hundred billboards in 2007 across England, Scotland and Wales. It also appeared at twenty major railway stations and inside 3,500 buses in 2009 and in 2012 was

What works so well with this campaign, is that it sets out to desensitise the younger generations about homophobic issues making it so that with the next generation it shouldn’t be as much of an issue.

Fig 27: ‘thats so gay’ ,2015

Fig 28: Zander Hodgson ,2010

PERSONALLY APPEALING

dverts on Grindr pop up A immediately ( see appendix 2.2) and

sexual element, as sex sells. Making it evident that a campaign can be creative as well as informative, as that is the way that other forms of social media, such as Facebook and Instagram provide news updates for their consumers, through merging the creative and the informative.

give users the option to learn more or return to the main screen. Clients such as Diesel, have gained from Grindr’s demographic through the way in which they reacted with celebrity advocates on the screen such as Joe Jonas and wanted to know more, which directed them to buy.

Landis Smithers believes that ‘fashion is a gay man’s sport ‘(Schneier, 2016), leaning towards the concept of being part of a team, a campaign needs to form a connection with the consumer on a personal level in order to resonate the idea of acceptance on a deeper

There is a growing hype around brands using apps such as Grindr as a social platform, proving that it has the potential to be more than a hub for sex, but still with a

DIESEL

iesel have created a customised D emoji alphabet for a campaign

Instagram and wants to break beyond from billboards, making it so that ‘no part of your browsing experience will be safe from Diesel’s smile inducing #slogans, Insta friendly clips and custom emoji’s (Salter, 2016).

running across Pornhub and Grindr to promote its spring/summer 2016 collection (Bold, 2016). The campaign itself is built around the brands ‘Decoded by Diesel’ brand platform featuring singer Joe Jonas, singer and designer Kiko Mizuhara and catwalk stars including Stav Strashko, a male who models women’s clothing.

‘We’re a global brand and we need to talk to so many people, so we need to have that clear message but it should never just be about selling products. From race to body shapes, I want to celebrate difference and uniqueness whilst reflecting what’s happening in the world. I want to create a Diesel world in which everyone can be their true selves. Freedom is our flavour” (Salter, 2016).

The campaign featured in print and online with media partnerships with Tinder, Pornhub Network and Grindr. The whole reasons to why such unconventional platforms where used was to communicate where people ‘spend their time in the digital age’ (Bold, 2016), in a way that is intimate and honest. The reason behind this according to Diesels artistic direction Nicola Formichetti was that ‘our worlds, online and offline, are completely merged. Digital is now more real than reality’ (Bold,2016).

What Diesel have also done, is that through having Joe Jonas and Kiko Mizuhara, they have the caption alongside themselves reading ‘We have more followers than @Diesel’, with 6.3 million followers between the two of them. This caption and celebrity advocacy taps into a wider audience beyond just the brands and brings awareness of the campaign instantly through using Instagram as a platform for advertisement.

Diesel has become the brand that embodies digital from having casting campaigns through

Landis Smithers believes that ‘fashion is a gay mans sport ‘(Schneier, 2016), leaning towards the concept of being part of a team, a campaign needs to form a connection with the consumer on a personal level in order to resonate the idea of acceptance on a deeper level and interact with the viewer. 68

69 Fig 29: Diesel 2016 Campaign,2016

ROUTE

C O N SUM E R

Fig 30: Stonewall Riots. no date

PLATFORM

sing Stonewall as a platform for the campaign would enable the brand U itself to show its commitment to the community (see appendix, 3.1 for brand

essence model) , rather than indirectly targeting issues to the masses about the community. It would show the organisation’s historical standpoint of the Stonewall Riots, showing their alliance towards LGBT people and issues that directly affect the consensus of the gay male community in its internal regression against each other. A campaign targeting the lack of acceptance within gay men would enhance Stonewall’s motto of ‘Acceptance without Exception’ and directly use it as a tool to bring a sense of community within

MOVING FORWARD

hat this hopes to achieve is to move the brand into the modern age as W a forward thinking organisation that doesn’t just care about equality for LGBT people, but also takes care of how LGBT people treat each other. Individuals should stand side by side in the main fight of equality so that alliance is projected onto mainstream society. There is nothing on the market that informs gay men to stand as the base for the fight of general equality, and with the basis of that segmented, how can the issue of equality have a stance if gay men don’t accept each other? David Hieatt’s book, Do purpose: Why brands with a purpose do better and matter more, talks about how ‘You have to make your customers feel something for the change you are making, or you will change very little’ (Hieatt, 2014). Stonewall has to communicate with its consumers through this concept, using the shared connection of equality through combating the way in which gay men have been ridiculing each other, targeting the internal shame.

Fig 31: Arena Homme+, 2010

PERCEPTUAL MAP

he perceptual maps show the opportunity that Stonewall has to focus on T - the entirety of the community as a forward thinking alliance-based brand

that uses platforms that connect with the intended consumer rather than mainstream society. Using Grindr as a platform would enable Stonewall to establish itself as a contemporary brand, for using new marketing methods through connecting with gay consumers directly, rather than looking for a digital outlet through social platforms that are not just for gay men. Stonewall have the potential to break away from what is expected of gay rights organizations, and to take hold of the community as a tool to use within their fight for equality.

PERCEPTUAL MAP

here is an evident gap that this market is missing. Using contemporary T forms of advertising would connect directly with the consumer and update the brand as something that can be trusted to be a part of through seeing representations that resonate with the consumer.

DIRECT

TARGETING

hat sets this concept apart from other gay rights campaigns is the W fact that it targets the community and its internal issues as something

that needs to be fixed to benefit everyone for the greater cause. No other campaign targets the actual community, but instead targets the perceptions of the community that mainstream society views. With this campaign, it aims to combat shame but this issue can only be successful if both parties (those who shame, and those who are shamed) gain something out of it. Since they both have shared values of equality, it makes sense to tap into this construct as a selling point in order to target both groups and not segregate one from the other.

CAMPAIGN MOCK UP

Fig 32: Campaign mock up 2016

CAMPAIGN MOCK UP

STAND TOGETHER IN THE FIGHT FOR EQUALITY

STONEWALLXGRINDR

DONâ&#x20AC;&#x2122;T EXCLUDE. INCLUDE. #ACCEPTANCEWITHOUTEXCEPTION

Fig 33: Campaign mock up 2016

CAMPAIGN MOCK UP

Fig 34: Kim David Smith, 2015

WOULD IT WORK?

reasury actuaries identify that T 3.7 billion people in Britain are

provide a platform that users would acknowledge a campaign through for this sizeable niche market. What it would also do, is that it would create a representation of the gay consumer either visually or connecting with the values that the community stands for, giving the target consumer a representation within advertising that has previously been overlooked.

lesbian, gay or bisexual, although gay consumers remain conspicuously absent from mainstream marketing and advertising (Stonewall, 2012).

A campaign leaked through Grindr to begin with, would be successful, as Grindr as a platform has become an integral part of a contemporary gay manâ&#x20AC;&#x2122;s life as a form of social media. Grindr has 908,000 or 90,800 daily active users (Grindr LLC, 2014) with the opportunity to have 2 Billion monthly impressions on a user (Grindr LLC, 2014), making it evident that a campaign through Grindr would have a high impact on my consumer and has the ability to

For the campaign to be based within the U.K. the cost to run the advert through the app would be approximately ÂŁ18,820.23, to reach 1,099,102 users, which Stonewall would need to take into consideration.

I N FLU E N C E B E H AVI O UR

he consensus of the campaign T would be Grindr meets Stonewall.

Training, 2011), meaning that people tend to remain the same because it is easier. What the concept would be is that to get over this tendency, consumers would have to form an emotional connection with the campaign and the stated aim, so that they acknowledge as to why change is important, so that the campaign connects with the values of the person viewing it.

Grindr is essentially a hook-up app, but through their recent considerations with their advertising on the app, they have taken into account the needs of their consumer other than for just simply sex, ie. taking into account the general health welfare of their target audience. Grindr have done this through offering links whereby their audience can discretely buy items such as HIV testing kits and making sure that their consumers are aware of their own sexual health, making this a key part of what they have started to show within 2016. As a result, it only makes sense for the next step for Grindr as a brand to look into working with a gay rights organisation such as Stonewall, and delve deeper into the gay community, as that is always going to be their primary focal point.

Through working with Stonewall and its motto, â&#x20AC;&#x2DC;Acceptance without Exceptionâ&#x20AC;&#x2122;, the plan is to use this aspect, to influence consumers with the idea of an alliance and to promote acceptance and freedom of expression within the male gay community, using shared ideologies to stand side by side against the larger issue of equality within mainstream society. What a campaign will achieve is positive perceptions of gay men, by gay men, but also filtering through to project an alliance of this onto mainstream culture, in order for the issue of

People move towards having a homeostatic tendency (Integration

I N FLU E N C E B E H AVI O UR

equality to have a chance; because if gay men donâ&#x20AC;&#x2122;t accept each other, then why should the rest of society? Making it clear that freedom of expression should be celebrated and not diminished.

and information causing them to re-examine their views through social influence. This would have to be done through an unbiased campaign so that all are included to highjack that need for an alliance, with consistency throughout, from the minority with confidence in what they are voicing so that it can take a popular stand with the refusal to back down, so that the majority can assume that maybe this concept has a point through disrupting the norms of the majorities opinion, so that it can create uncertainty and doubt of their own opinion (McLeod,2007). Individuals would only have to acknowledge the smaller issue of accepting each other for the better of their shared values surrounding equality for all within mainstream society.

By establishing this concept, it would enable the consumer to gain ideologies of further acceptance of their own community. It would satisfy the alliance of gay men and bring the community back together, disregarding the segregation that gay tribes have brought about, which is why the perfect time to launch such a campaign would be perfect during Gay Pride, as it is an event about the celebration of the community, so why not celebrate together? This would be done through using Serge Moscoviciâ&#x20AC;&#x2122;s theory of minority influence (McLeod, 2007). A campaign would visually speak to the entire community and with the tag line would provide the majority (those that shame), with new ideas

ACTION

hat is intended to happen with W this campaign, is that the consumer

should fight together instead for larger issues.

would recognise that there is an internal issue within the community of shame, but also that they will feel inspired to overcome this issue and regain a sense of community and want them to be brave and fight for equality together, rather than as separate individuals. The campaign would show that as a community we all face struggles and we should face them together instead of creating new ones and fighting against our fellow gay man, but that consumers

Using the AIDA model as a reference,it breaks down how the concept would work. Through raising awareness of shaming within the gay male community, create interest through the chosen tag line, have the shared desire of the entire community to fight together for equality, and provide individuals with the mindset to take action by working together as an alliance.

Fig 35: le trung luc, 2016

DIFFUSI O N O F I N N O VA T I O N

LAGGARD

L AT E M A J O R I T Y

E A R LY M A J O R I T Y

E A R LY A D O P T E R

sing the Diffusion of Innovation what would U happen is that the Innovators would be those

I N N O V AT O R

who are open to the discussion and open to the concept of reconnecting as a community. The Early Adopters would be social media influencers through Instagram and Twitter, who voice their opinions to their followers to widen the conversation, acknowledging that shame is an issue and voicing that the community does need to get back to the concept of an alliance. All of this would influence the Late Majority; those in the community who are sceptical of certain types of gay culture but would see the benefit that this campaign could have to themselves, making it possible for them to join in for the larger issue. 89

E M O T I O N AL S T AG E S

he Journey of Four Emotional Stages model also shows how the T consumers view themselves, to how the campaign could change their minds

N FA

LI A E ID

LF A TU C A

Y-

to their idealised self, such as seeing themselves as part of the community through accepting and embracing an alliance for all gay men which would be taken further as a concept to the fantasy self to portray how they want to see themselves as part of the general fight for equality. This idea would make it clear that, now that equality within mainstream society has been brought into the conversation, this would inspire members to join in with the conversation for a cause that they value.

Fig 36: Boy 2, 2016

ATTITUDE MAGAZINE

ttitude Magazines mission A statement is as a style magazine,

(Attitude Magazine, 2013).

Attitude is the undisputed, heavyweight, best-selling, most well respected gay title in the U.K. Renowned for it exclusive A-list celebrity content and political campaigning. It Is the essential, award winning, one-stop resource for gay men looking for health and fitness advice, fashion, celebrity, music and film coverage, all served up with intelligence and wit.

Editor Matthew Todd makes frequent appearances within mainstream media, writing for the Evening Standard, The Guardian, The Sun, Time Out and many more, placing himself as the only gay magazine editor to be in The independent on Sunday’s annual Pink List. Attitude readers are dynamic, fashion-conscious, brand loyal men (Attitude Magazine, 2013), typically being a professional in his 20’s or 30’s, and are the early adopters, as they are the most likely to purchase the latest gadgets and engage with new technology. The reader uses his spending power to invest in products and prides himself on being a trendsetter. Readers are incredibly brand loyal to those that advertise through the gay process of print media.

Published 13 times per year (twice in April), Attitude is Europe’s leading gay man’s lifestyle magazine, targeting men aged 18-34 (Brad, 2016). It is described as the premier destination or connecting directly with gay men. Attitude also attracts the attention of mainstream media for its coverage of social and topical reporting and campaigning and continues to be the gay agenda

Fig 37: River Viiperi Attitude magazine, 2016

Fig 38: Kevin Adrian, 2016

PI N K M E DIA

‘A

i nc l u s i v e

d e m on s t r a te s

the

co m m i t m ent e q u a l i t y

f u r the r

b u s i ne s s

a n d

r e p u t a t i on

c u l t u r e

b u i l d s w h i ch

con f i d ence

con s u m e r s

g a y b r a n d g i v e s to

g a y

a cce s s i n g

s e r v i ce tone w a l l

dvertising within ‘pink’ media, A (primarily for and about lesbian,

.’

, 2012)

it would focus on connecting with them as apposed to attempting to gain its profile through mainstream marketing which has the potential to ignore the intended consumer altogether. Through the fact that Attitude Magazine possesses the potential to engage with mainstream media, making it so that rather than just either reaching the masses or the gay community it has the possibility to reach a wider market. The advert would cost around £3500 for a full-page advert within an issue, embedding itself within the lifestyle content of the consumer.

gay and bisexual people) is the ideal way to directly engage with gay consumers. Using this concept as an outlet for my consumer, Attitude magazine would be the focal point of the print campaign through the fact that it connects with gay consumers aged 18-34 (Brad, 2016), covering fashion, style, reviews, interviews and the arts, making it the ideal platform to use. Through using the concept of ‘pink’ media, it has the potential to raise the reputation of Stonewall as a brand even further within the gay community (Stonewall, 2012), as

’

S T O N E WALL X GRI N DR

he main campaign on Grindr will also invite users to join in on the T conversation on Instagram and Twitter, where social media influencers will

have been asked before the main leak to show their support to voice their opinion on the matter on their pages, in order to strike up a conversation with followers and, in effect, reaching a wider target audience for those that possibly donâ&#x20AC;&#x2122;t even use Grindr. Targeting gay men aged 18-29 would allow for a broad spectrum of consumers whom are digitally aware and receptive to this form of marketing and are the perfect consumers to spark a conversation and form an alliance through re-evaluating the way in which they view the gay community as a whole rather than looking at it as a group filled with tribes. The diversity of the community needs to be shown, but through the aspect of forming new relationships through shared ideologies.

S T O N E WALL X GRI N DR

Fig 39: Campaign mock up x Grindr, 2016 97

S T O N E WALL X GRI N DR

Fig 40: Instagram mock up, 2016 98

S O C IAL M E DIA

Fig 41: Twitter mock up, 2016

#ACCEPTANCEWITHOUTEXCEPTION

DURING

Using the five câ&#x20AC;&#x2122;s of social media:

Content- The objectives that are going to be accomplished, keeping the key points of interest in mind rather than content distracting the stated aims. content to be posted across Grindr, Instagram and Twitter. Hashtag used to link together the likes, shares and comments.

Cohesion- Having an engagement in all aspects of the campaign with the consumer. Community- To take the ideologies of the campaign and make it personal to the consumer and their story, making the consumer part of the conversation. Their own personal stories are the key to connecting

the community for an alliance. Show that everyone goes through some kind of ordeal. ContinuityHaving a consistent message throughout of targeting shame so that the community can fight for equality together.

Conversation- Making it so that the conversation of the brand targets the consumer on all platforms - create content that consumers will react to in a positive light, through connecting with their sexual appetite. 100

DURING

AFTER

-Leave the consumer with an experience that they have felt apart of making it a key aspect of the bond/advocate stages. -Inspiring conversations so that the work of Stonewall has a base to stand on and a community that is wanting to fight for what they all believe in. -Content focused around meaningful messages across social media. Thought provoking, with the message of an alliance for an integrated world. 101

- An immersive experience, making the consumer become part of the fight, make them emotional and relate their own personal experiences to provide a reason to fight. -A community focused brand will be the USP putting their needs first, above what the masses want and expect. -Inspire conversations to build the communities alliance.

I N FLU E N C E RS

INSTAGRAM

Fig 42: Instagram photo by Olly Alexander, 2015

Fig 43: Instagram photo by parry glass pool, 2016

OLLY ALEXANDER

PARRY GLASSPOOL

INFLUENTIAL ARTIST

HOLLYOAKS ACTOR

FEATURED IN MULTIPLE PINK MEDIA MAGAZINES

LGBT SUPPORTER

102

I N FLU E N C E RS

INSTAGRAM

Fig 44:Instagram photo by Sam Morris, 2016

Fig 45: Instagram photo by Mickey Taylor, 2015

SAM MORRIS

MICKEY TAYLOR

SOCIAL MEDIA INFLUENCER

PORN STAR AND SINGER

PHOTOGRAPHED BY RENOUNED GAY PHOTOGRAPHERS

FEATURED IN MULTIPLE PINK MEDIA MAGAZINES AS THE COVER MODEL

LGBT SUPPORTER

LGBT SUPPORTER 103

#ACCEPTANCEWITHOUTEXCEPTION

104

S T AR T A C O N V E RSA T I O N

‘A

connecte d

con s u m e r s

d e m a n d to be e m p o w e r e d a n d to to

g i v en

v o i ce

the

o p p o r t u n i t y

the i r

o p i n i on s

r eco m m en d a t i on s f a m i l y a s

a n d

u s e r s

cent r a l a r r i v e

’

f r i en d s r e v i e w s

i n

f r o m a s

a l l a ben

w e l l

beco m e

he l p i n g

a t

d ec i s i on

the m

’.

, 2015)

he consumer journey would drive users to Twitter, where individuals are T enabled to voice their opinions freely as an outlet, but link it to the use of Stonewall’s motto as a hashtag with #AcceptanceWithoutException. This would show support for the campaign of shame and the larger issue of equality, but also enable the possibility to show the impact that the campaign has had on the gay community and measure its success.

105

LAU N C H A N D E V E N T

aunching the campaign before L London Gay Pride would enable

using Pride as a physical platform, and allow access to 698,252 gay men through Grindr tapping into the number one city outside of the U.S. that uses the app. Using guerrilla marketing activities to engage with gay consumers through having influential social media advocates and male models carrying the ‘Acceptance without exception’ branding across their chests, whilst pushing out flyer versions of the campaign with information about the inevitable event linking up with Sink the Pink, demonstrating a freedom of expression pride event. Pride in London is a ‘celebration of the lesbian, gay, bisexual and transgender community across London’ (Visit London, 2016), so it makes sense to tap into the idea of community and use Pride as a platform for urging that ideology to be brought back. Promoting the campaign consensus at Pride would lead up to a

celebratory event of the alliance with an event held by Sink The Pink (See Appendix, 3.2), an event that holds at the heart of what it does the idea of freedom of expression - the perfect event for bringing multiple tribes together for a huge blow out to portray their support. Through giving out flyers with details of the event and the reason for it, it will create a buzz leading up to the team up with Sink The Pink. An event filled with the concept of genderfuck, surrounded by glitter, drag performances and personas of all sorts, from a range of gay men showing their true expression and the ability that blurring the lines of gender for gay men can have on a celebration; a carefree event, not taking itself too seriously, truly bringing people together. The event itself would be military themed but this idea can be taken as literal or as obscure as the consumer wants, it’s about them and their expression, all is welcomed.

106

FOLD

107

FOLD

108

AT T I T U D E M A G A Z I N E C A M PA I G N R E L E A S E C R E AT E B U Z Z T H R O U G H G I N D R I N S TA G R A M

PRIDE

R E L E A S E C A M PA I G N THROUGH GRINDR

G R I N D R I N S TA G R A M X S T O N E W A L L TA K E O V E R

INFLUENCERS SHOW THEIR SUPPORT ON I N S TA G R A M

GUERRILLA MARKETING AT P R I D E W I T H I N F L U E N C E R S SUPPORT SHOWN THROUGH I N S TA G R A M A N D T W I T T E R

I N V I TAT I O N S T O S T P G I V E N O U T A T P R I D E A S F LY E R S

SINK THE PINK EVENT

The aim for the future of this campaign consensus would be that Stonewall would have re-evaluated the way in which they view their consumers; targeting the community first and the masses second. Through this what would hope to happen is that the conversation that #acceptancewithoutexception would have started would carry on throughout the rest of what Stonewall produce in the future with the aim of an alliance of the community at the heart of everything they create. New ideologies and the way the community view each other will have become the basis of the alliance and Stonewalls new message and outlook will become the backbone of equal rights for the entire LGBT community in the future within mainstream society. 109

FU T UR E

uccess will be measured by the Samount of likes and shares that

happen through social media as well as seeing the impact that individual posts from influencers have on consumers, through looking at comments and the likes of individual specific posts that are created to drive consumers through to the next stage of voicing their opinions and joining the conversation. The main aims for this campaign have evidently been met through initializing a process to reduce prejudice within the community and a celebration of their shared values through equality. A strong sense of an alliance has been made evident throughout and has the potential to open up a conversation and promote acceptance and freedom of expression without the fear of being shamed. What is important to recognize is the longevity of the campaign. There is a strong risk that the novelty of an alliance will wear off, causing an eventual downward spiral in user numbers. What this means is that the tools that have been used to captivate consumers need to be installed into all aspects of their lifestyles, and

consumers need to accept the new ideologies of their perceptions of the way in which they see the community as a whole, to make their decisions permanent. The USP cannot become an old construct but instead needs to become a normalised way of thinking and viewing the community. Therefore the service that is provided to consumers through social media needs to provide the newest content through portraying accurate representations of the community through Stonewall. The way in which they have been rebranded needs to become a consistent consensus for the brand and the way in which future work that they do is portrayed to the community. Stonewall needs to create content that is truthful to the community as well as forward thinking and creative in order to provide relevant future campaigns around the idea of an alliance against the fight of equality. Creating a conversation will be a fundamental way of keeping the alliance of the gay male community, making it so that new members of this idea are formed throughout Stonewalls future campaigns, through reshaping perceptions of the gay community to themselves.

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Fig 48: Adam Nicklas, 2016

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ILLUSTRATIONS Fig 1: Dominque Model Agency (2015) Men | DOMINIQUE models agency [image online] [Photography]. Available at: http://www.dominiquemodels.com/en/men/detail/3007/ connor-askin?source=new-faces (Accessed: 4 May 2016). Fig 2: Z Feng, K. (2010) Zander Hodgson [image online] [Photography]. Available at: http:// itsnotyouitsmesite.blogspot.co.uk/2010/10/zander-hodgson-by-kai-z-feng.html (Accessed: 4 May 2016). Fig 3: Z Feng, K. (2012) Emilio Flores [image online] [Photography]. Available at: http:// www.malemodelscene.net/wp-content/uploads/2013/10/Emilio-Flores-Kai-Z-Feng-02.jpg (Accessed: 4 May 2016). Fig 4: Aguado, M. (2014) Itâ&#x20AC;&#x2122;s leg day [image online] [Photography]. Available at: http://www. thetrendygent.com/2015/08/10/its-leg-day/ (Accessed: 4 May 2016). Fig 5: Unknown (no date) Yuri Pleskun [image online] [Photography]. Available at: http:// orig01.deviantart.net/2bde/f/2013/247/e/4/yuri_pleskun_by_sadflowersandsmoked6l3674.jpg (Accessed: 4 May 2016). Fig 6: Weber, B. (2015) Boys [image online] [Photography]. Available at: http://homotography. tumblr.com/post/108509602823/bruce-weber (Accessed: 4 May 2016). Fig 7: Chao, Z. (2015) Valters Medenis [image online] [Photography]. Available at: http:// gosmoke.tumblr.com/post/126328101614/christos-valters-medenis-by-zhang-chao (Accessed: 4 May 2016). Fig 8: Hahn, J. (2008) Guys [image online] [Photography]. Available at: http://fellowresident. com/interview/jeff-hahn/ (Accessed: 4 May 2016). Fig 9: Hahn, J. (2008) Love Respect Loyalty [image online] Available at: http://fellowresident. com/interview/jeff-hahn/ (Accessed: 4 May 2016). Fig 10: Vivanco, M. (2011) David candy for Dolce and Gabbana Book [image online] [Photography]. Available at: https://cloudpix.co/for-dolce-gabbana-book-by-marianovivanco-metropolitan-calendar-david-gandy-1302069.html (Accessed: 4 May 2016). Fig 11: Grealy, B. (2015) Matthew Djordjevic [image online] [Photography]. Available at: http://www.thefashionisto.com/gallery/bassike-goes-minimal-for-springsummer-2015campaign/ (Accessed: 4 May 2016). Fig 12: Macchiavelli, O. (2015) Candy Ken for PAPERMAG [image online] [photography]. Available at: http://www.papermag.com/is-a-jacked-berlin-based-rapper-named-candyken-fashions-new-it-boy-1427518366.html (Accessed: 4 May 2016). Fig 13: Weber, B. (2014) CR fashion book issue 3 Available at: http://crfashionbook.tumblr. com/post/64679738209/saville-dorfman (Accessed: 4 May 2016). Fig 14: NEEDS RE DOING (no date) . 114

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Fig 28: Stonewall (2015) â&#x20AC;&#x2DC;thats so gayâ&#x20AC;&#x2122; [image online] [graphic]. Available at: http://www. stonewall.org.uk (Accessed: 8 May 2016). Fig 29: Z Feng, K. (2010) Zander Hodgson [image online] [photography]. Available at: http://www.justusboys.com/forum/threads/235576-Cute-Boy-Friday!/page56 (Accessed: 8 May 2016). Fig 30: Santiago & Mauricio (2016) Diesel 2016 Campaign [image online] [photography]. Available at: http://www.thefashionisto.com/wp-content/uploads/2016/01/Diesel-2016Spring-Summer-Campaign-005-800x1087.jpg (Accessed: 8 May 2016). Fig 31: Merritt, V. (no date) Stonewall Riots. Available at: http://www.msnbc.com/sites/ msnbc/files/stonewall1.jpg (Accessed: 8 May 2016). Fig 32: Vanderperre, W. (2010) Arena Homme+ [image online] [Photography]. Available at: www.artandcommerce.com%2Fartists%2Fphotographers%2FWilly-Vanderperre&us g=AFQjCNF3bSD4fgEkfGEe6QPCwcRQ02-p3A&sig2=pBUsWNFumoKoTgkkw-20hA (Accessed: 8 May 2016). Fig 33: Ryan, T. (2016) Campaign mock up [own image] [Graphic] (Accessed: 8 May 2016). Fig 34: Ryan, T. (2016) Campaign mock up [own image] [Graphic] (Accessed: 8 May 2016). Fig 35: King, T.D. (2015) Kim David Smith [image online] [Photography]. Available at: http://homotography.tumblr.com/post/108790102768/kim-david-smith-by-tyler-deanking-see-more (Accessed: 8 May 2016). Fig 36: Noise, D. (2016) le trung luc [image online] [Photography]. Available at: http:// buggersandlodgers.tumblr.com/page/2 (Accessed: 8 May 2016). Fig 37: Scylla (2016) Boy 2 [image online] [phot]. Available at: https://www.fashionhouseglobal. com/sight/scylla/ (Accessed: 8 May 2016). Fig 38: Brough, J. (2016) River Viiperi Attitude magazine [image online] [photography]. Available at: https://models.com/work/attitude-magazine-attitude-magazine-april-2016cover (Accessed: 8 May 2016). Fig 39: Scylla (2016) Kevin Adrian [image online] [Photography]. Available at: https://www. fashionhouseglobal.com/sight/scylla/ (Accessed: 8 May 2016). Fig 40: Ryan, T. (2016) Campaign mock up x Grindr [own image] [Graphic] (Accessed: 8 May 2016). Fig 41: Ryan, T. (2016) Instagram mock up [own image] [Graphic] (Accessed: 8 May 2016). Fig 42: Ryan, T. (2016) Twitter mock up [own image] [Graphic] (Accessed: 8 May 2016). Fig 43: Alexander, O. (2015) Instagram photo by Olly Alexander [image online] [Photography]. Available at: https://www.instagram.com/p/6Xvpkixluw/?taken-by=ollyyears (Accessed: 8 May 2016). 116

Fig 44: Glasspool, P. (2016) Instagram photo by parry glass pool [image online] [Photography]. Available at: https://www.instagram.com/p/BE_mWe_sJcC/?taken-by=pazzyg1992 (Accessed: 8 May 2016). Fig 45: Morris, S. (2016) Sam Morris (@justsammorris) [image online] [Photography]. Available at: https://www.instagram.com/justsammorris/ (Accessed: 8 May 2016). Fig 46: Taylor, M. (2016) Instagram photo by Mickey Taylor [image online] [Photography]. Available at: https://www.instagram.com/p/BDvgqN_SUdg/?taken-by=itsmickeytaylor (Accessed: 8 May 2016). Fig 47: Sink The Pink (2015) Sink The Pink [image online] [Photography]. Available at: http://spindlemagazine.com/2014/07/sink-pink-presents-nationwide-search-stoli-guy-uk/ (Accessed: 8 May 2016). Fig 48: Norget, S. (2016) Vincent Talarico [Photography]. Available at: http://homotography. blogspot.co.uk/2016/04/exclusive-vincent-talarico-by-sylvain.html?zx=4b6dce4a112b81b (Accessed: 8 May 2016). Fig 49: Day, R. (2016) Adam Nicklas [image online] [Photography]. Available at: http:// homotography.tumblr.com/post/119838773068/adam-nicklas-by-rick-day (Accessed: 8 May 2016).

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