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10 results on '"Schuch, Elke"'

2. Gay Consumers as a nich market: Changing representations of male homosexuality in German advertisements from 2000 to the present

Author

Schuch, Elke and Sistenich, Sasha

Subjects
EA. Mass media., FB. Marketing., FD. Public relations.
Abstract

Over the last twenty years, advertising has recognized a new market segment: gay consumers now constitute a niche market which is large and affluent enough to deserve more media and marketing attention. Drawing on gender and queer studies, the article will analyse the representation of male homosexuality in German advertisements will identify socioeconomic reasons for the changing representations of homosexuality in German society – bearing in mind that advertisements featuring homosexuality still tend to provoke controversial reactions in Germany, even though gay marriage was permitted in October 2017. While at the beginning of the 21st century, homosexuality was still represented in a covert way in subsequent years these media portrayals changed considerably: the representation of male homosexuality is now openly supported by well-known brands. Moreover, in recent advertising, signs and symbols are used which openly identify the portrayed men as homosexuals, while at the same highlighting the 'naturalness' of homosexuality and gay relationships.

Published
2022

3. Gay Consumers as a Niche Market: Changing Representations of Male Homosexuality in German Advertisements from 2000 to the Present

Author

Schuch, Elke, Sistenich, Sasha, Schuch, Elke, and Sistenich, Sasha

Abstract

Over the last twenty years, advertising has recognized a new market segment: gay consumers now constitute a niche market which is large and affluent enough to deserve more media and marketing attention. Drawing on gender and queer studies, the article will analyse the representation of male homosexuality in German advertisements will identify socioeconomic reasons for the changing representations of homosexuality in German society – bearing in mind that advertisements featuring homosexuality still tend to provoke controversial reactions in Germany, even though gay marriage was permitted in October 2017. While at the beginning of the 21st century, homosexuality was still represented in a covert way in subsequent years these media portrayals changed considerably: the representation of male homosexuality is now openly supported by well-known brands. Moreover, in recent advertising, signs and symbols are used which openly identify the portrayed men as homosexuals, while at the same highlighting the `naturalness´ of homosexuality and gay relationships.

Published
2020

9. Alfabeto náhuatl de Cuentepec, Morelos

Author

García Beltrán, Benito, Mueller Schuch, Elke, García Beltrán, Benito, and Mueller Schuch, Elke

Abstract

http://www.sil.org/resources/archives/59183

Published
1999

10. Changing Englishness: In search of national identity.

Author

Schuch, Elke

Subjects
NATIONAL character, NATIONALISM, ENGLISH people, MULTICULTURALISM, CULTURAL policy
Abstract

Copyright of Information Sciences / Informacijos Mokslai is the property of Vilnius University and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Published
2008

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