The silencing of homosexual Latinos in mainstream media and culture : a phenomenological introspective approach examining the effects of this absence

There has been much work looking at the effects of targeting the GLBT population from a marketing perspective but it has not included an intersected approach including race specifically Latino homosexuals. This research seeks to examine if advertiser’s “dream market” is more racially focused than on sexual orientation. This piece utilizes a phenomenological introspective method to determine the effects of there appearing to be an absence of gay Latinos in mainstream media and culture. This research found that there is an overall silencing effect of gay Latinos influenced by media representation. This silencing effect may cause four internal side effects: Double Identity, Masculinity, Need to be loved, and Depression. A Latino gay man may feel a double identity in which he is at odds with what is represented in media which may cause an overemphasis on appearing masculine. This struggle with masculinity and identity may also heighten the basic human need to be loved and find a sense of belonging in society. This search for identity influenced by media representation can also lead to a greater likelihood of mental impairments such as depression. Advertisers need to reevaluate their strategies in obtaining this growing GLBT and Latino markets to have a more complete diverse picture of this audience.