Does the Czech Republic need LGBT+ media? European research clearly shows that they are a key influence not only on the community but also on mainstream society
Media as a source of (new) norms
A description of the social influence of the media would of course be worthy of a separate publication, but one of the functions of the media in relation to LGBTQ+ people in particular should definitely be emphasised: the mass media contribute to socialisation, to integration into society. According to one of the most prominent media theorists, Denis McQuail, it is also through mass media that new subcultures and trends in cultural development can be discovered and specific values can be promoted and maintained. It is not surprising, then, that the gradual equalisation of LGBTQ+ people throughout the (especially Western) world is also closely intertwined with the relevant media content.
Since the days when stereotypically effeminate gay men appeared on cinema and television screens, they have also often been portrayed as "outcasts" or "freaks of nature"., society has moved towards a practice where gay/lesbian characters appear in a wide range of films, TV series and documentaries quite naturally and without the filmmakers trying to associate them with any negative connotations. After all, that's how it is in life. However, although the representation of LGBTQ+ people in the media cast is currently the best in history, even according to the international organisation GLAAD, this certainly does not mean that adequate attention is paid to what LGBTQ+ people are interested in, or even burdened by, within the mainstream. This is where specialist LGBTQ+ media 'come into play'.
A trusted source of information
Although the European media market is quite large, in terms of the reach of media content produced in different languages (English aside), it may seem pointless to set up magazines or newsletters that would directly target the LGBTQ+ minority. The market is small and clearly defined by the borders (size and especially language) of any given country. However, creating content that takes into account the LGBTQ+ perspective and focuses on the issues that these people face certainly makes sense - and this is also true for the (by the standards of other European countries) relatively small Czech Republic.
Indeed, ELMA's survey of 3,000 respondents from across Europe clearly shows that LGBTQ+ media is the most trusted source of information for the European queer community - and nearly 80% of respondents actively seek out and consume queer content at least once a week. Younger LGBTQ+ people in particular are even less trusting of media that do not profile as LGBTQ+. "These findings are a strong reminder of the importance of LGBTQ+ media," summarised ELMA's Director Giannis Papagiannopoulos directly afterwards. According to Philippe de Wulf, who organised the survey, the results can also be seen as evidence of the importance of authenticity in media content creation.
"Being queer" will also help marketing
In recent times, it is also possible to come across claims that "defending the colours of the rainbow", which are an integral part of the LGBTQ+ flag, has become a marketing ploy. Of course, this could be argued at length, but the fact is that simply declaring support for LGBTQ+ people by companies is certainly not enough. "Making your company logos in the colours of the rainbow during Pride season is of course symbolic. But LGBTQ+ people also expect brands to infuse that symbolism with meaningful actions," says De Wulf.
Still, there is one area of marketing where declaring acceptance of LGBTQ+ people can be a real plus. Which is it? Tourism marketing. Because, of course, safety is key for LGBTQ+ people when travelling abroad, or indeed when choosing a destination in the first place. In the aforementioned ELMA survey, this is what 80% of respondents confirmed. Is your chosen country gay friendly? And what about its inhabitants, but also the hotel resort or its staff? These are all factors that LGBTQ+ people don't often take into account - and which the majority population has probably never even considered.
Through authentic stories to understand equality
And so we 'circle back' to the fact that media outlets that focus on publishing LGBTQ+ content - and perhaps even provide a related 'information service' - are simply needed. Perhaps more than ever before. Indeed, one in five members of Generation Z currently identifies as LGBT, according to data from the US - a doubling of the original number in the last five years. Yet in many countries, LGBTQ+ people still do not have equal rights (the Czech Republic is no exception) and face a myriad of barriers. It is therefore also in the "hands" of the media to what extent their situation will change for the better, because the power that media content has is enormous. However, one of the main roles in this context is played by specialized LGBTQ+ media, because it is precisely thanks to the authenticity of the stories conveyed that even the majority population can realize that the decisive criterion in equal rights should not be who loves whom...
