Television conveys powerful messages about sexual identities, and
popular shows such as Will & Grace, Ellen, Glee, Modern Family,
and The Fosters are often credited with building support for gay
rights, including marriage equality. At the same time, however,
many dismiss TV's portrayal of LGBT characters and issues as "gay
for pay"-that is, apolitical and exploitative programming created
simply for profit. In The New Gay for Pay, Julia Himberg moves
beyond both of these positions to investigate the complex and
multifaceted ways that television production participates in
constructing sexuality, sexual identities and communities, and
sexual politics. Himberg examines the production stories behind
explicitly LGBT narratives and characters, studying how industry
workers themselves negotiate processes of TV development,
production, marketing, and distribution. She interviews workers
whose views are rarely heard, including market researchers, public
relations experts, media advocacy workers, political campaigners
designing strategies for TV messaging, and corporate social
responsibility department officers, as well as network executives
and producers. Thoroughly analyzing their comments in the light of
four key issues-visibility, advocacy, diversity, and
equality-Himberg reveals how the practices and belief systems of
industry workers generate the conceptions of LGBT sexuality and
political change that are portrayed on television. This original
approach complicates and broadens our notions about who makes
media; how those practitioners operate within media conglomerates;
and, perhaps most important, how they contribute to commonsense
ideas about sexuality.
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