Abstract: Expanding the Comfort Zone by Reflecting Diversity in Television ProgrammingFrom a social perspective, the inclusion of gay characters and gay-themed programming in network offerings serves to broaden the marketability of the networks while also acclimating mainstream America into accepting the gay/lesbian sexual orientation as an acceptable lifestyle. At the same time, television networks may be walking a fine line between welcoming gay and lesbian viewers with programming developed for them while maintaining comfort in and commitment from their traditional audiences. Using Rusbult’s Investment model as a theoretical base, this study compared the attitudes of heterosexual viewers with those of gay/lesbian viewers towards a popular prime time network series featuring gay characters. Sexual orientation was relevant for understanding differences in viewer attitudes, but viewer satisfaction, entertainment alternative quality, and investment size were predictive of program commitment regardless of sexual orientation. |
Location: http://www.jrconsumers.com/page/4054
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