Beruflich Dokumente
Kultur Dokumente
Journal of Homosexuality
Publication details, including instructions for authors and
subscription information:
http://www.tandfonline.com/loi/wjhm20
To cite this article: Tien-Tsung Lee PhD & Gary R. Hicks PhD (2011) An Analysis of Factors Affecting
Attitudes Toward Same-Sex Marriage: Do the Media Matter?, Journal of Homosexuality, 58:10,
1391-1408, DOI: 10.1080/00918369.2011.614906
To link to this article: http://dx.doi.org/10.1080/00918369.2011.614906
1392
that might end in the U.S. Supreme Court (Farrell, 2010). In the November
2009 election, Maines marriage equality law was repealed, but voters in
Washington State passed a registered domestic partnerships law (Ring, 2009).
In 2011, gay marriage was contested in several states, including Minnesota
and Rhode Island (Broverman, 2011a, 2011b). There is no doubt that the
battle of same-sex marriage will continue to be played out in American
politics and courts.
A sizable amount of research on attitudes toward homosexuality
focused on factors influencing Americans stance on this issue (e.g., Herek,
1988; 2002; Hicks & Lee, 2006; Lewis, 2003). In comparison, little research
exists on the predictors of citizens attitudes toward same-sex marriage (e.g.,
Brumbaugh, Sanchez, Nock, & Wright, 2008; Burnett & Salka, 2009; Lewis &
Gossett, 2008). There are a few studies on the coverage, framing, or rhetoric
of gay marriage in the news media (e.g., Bennett, 2006; Hester & Gibson,
2007; Hull, 2001). In addition, scholars have analyzed how gay and lesbian
figures are portrayed in mass media (e.g., Gross, 1993, 1994; Hicks, 2003;
Tropiano, 2002). A gap in the literature exists on whether or not the consumption of mass media is related to audiences attitudes toward same-sex
marriage, which is the focus of the present study.
Based on a survey of more than 5,000 Americans, this study examines whether demographic, psychographic and lifestyle variables, and media
usage are associated with their attitudes toward same-sex marriage.
LITERATURE REVIEW
Determinants of Attitudes
Much research has been conducted on Americans attitudes toward homosexuality and homosexuals. Some of them documented the trends of public
opinion (Brewer & Wilcox, 2005; Hicks & Lee, 2006; Yang, 1997). The
majority of them focused on the determinants of Americans attitudes and
concluded that those who are younger, female, White, liberal, less religious,
and Democrats are more likely to hold a favorable attitude toward gays
and lesbians, or same-sex marriage (Brumbaugh et al., 2008; Campbell &
Monson, 2008; Herek, 1998, 2002; Herek & Capitanio, 1995, 1999; Lewis,
2003; Lewis & Gossett, 2008). Gaines and Garand (2010) found that
Americans opinion on same-sex marriage is associated with their religious
and moral attitudes, their attitudes toward gender roles, support for gay
rights, and liberalconservative ideologies. These two authors also reported
that individuals support for womens rights or minority and civil rights was
not associated with same-sex marriage attitudes.
Many of the studies mentioned earlier used local or regional data, or
a relatively small sample. For instance, Brumbaugh and colleagues (2008)
analyzed three telephone surveys conducted in Arizona, Louisiana, and
Same-Sex Marriage
1393
Minnesota. Gaines and Garand (2010) used a national survey sample with
620 participants. The present authors wanted to find out whether using a
larger and national sample would produce the same results.
Media Effects
Although there have been debates on the effects of mass media, scholars
generally agree that the mass media, especially the news media, can influence citizens learning of issues, and attitude formation or change (Bryant &
Zillmann, 2009). Take the agenda-setting theory as an example. Even though
the news media might not be able to tell the audience what to think, they can
at least tell the audience what to think about (McCombs, 2004; McCombs &
Shaw, 1972; Wanta, Golan, & Lee, 2004). Cultivation analysis also argues
that television can either subtly, directly, or cumulatively influence viewers
perception of reality (Gerbner, 1998).
Therefore, it seems logical to incorporate media consumption into the
analysis of factors related to citizens attitudes toward same-sex marriage.
Surprisingly, little research exists on this topic. One notable exception is a
study by Hester and Gibson (2007). They analyzed media coverage of samesex marriage nationally and in Atlanta and Chicago, and sought possible
connection between the amount of media coverage and public salience.
They concluded that local media have a stronger agenda-setting effect than
national media when the issue is both local and national. While their findings
are important and insightful, their study did not directly address the basic
question of the present studywhether media consumption is related to
attitudes toward same-sex marriage and, if yes, which media types might
have an effect.
1394
Same-Sex Marriage
1395
1396
RQ2: Does the use of certain mass media associate with citizens attitudes
toward same-sex marriage?
RQ3: Does media consumption have a strong or weak association with
citizens attitudes toward same-sex marriage?
METHOD
This study used the 2006 version of the DDB Worldwide Communications
Groups Life StyleTM study. DDB Worldwide Communications Group is a
global advertising and marketing services agency. They have been conducting an annual Life StyleTM survey since 1975. Because of the proprietary and
commercially sensitive nature of this survey, this agency provides only older
and partial data (excluding information on products and brands) for academic research. The present authors are solely responsible for the analysis
and interpretation of the data in this study.
The 2006 data set contains 683 variables and 5,188 cases. The agency
collected data through a research firm using a quota sample from a national
panel of American adult consumers. Because the 2006 survey was conducted
online, and the poll closed once a quota was reached, the agency was not
able to calculate a response rate. In the past, when the survey was collected
by mail, its response rate was between 70 and 80% (Cafferata, Horn, & Wells,
1997). A number of studies using DDB Worldwide Communications Groups
Life StyleTM survey data are published in reputable journals (e.g., DuttaBergman & Wells, 2002; Friedland et al., 2007; Lee, 2005a; Shah, Kwak, &
Holbert, 2001). Putnams (2000) influential book, Bowling Alone, which
described in part the influence of media in the decline of collective social
activities, used this series of survey along with the highly respected General
Social Survey, and suggested that their quality is comparable. Additionally, a
textbook on consumer behavior by Hawkins and Mothersbaugh (2009) used
the same series of data as well. These examples support the validity and
reliability of the Life StyleTM data.
The 2006 sample consists of 2,629 men (49.5%) and 2,679 women
(50.5%), with a mean age of 44.49 (SD = 16.71; median = 43; range =
17100). A total of 70.6% of the weighed sample is White (N = 3,747),
9.8% is Black (N = 518), 2.9% is Asian (N = 156), 11.7% is Hispanic
(N = 623). The remaining are other (N = 156, 2.9%) or prefer not to
answer (N = 109, 2.1%). The data came with a weight variable to slightly
adjust sex, race and age. The present authors chose to run the data in an
unweighed manner.
Many variables are measured by a 16-point scale from I definitely
disagree to I definitely agree. The dependent variable of this study was a
16 point scale of I am in favor of legalizing same sex marriages. A higher
number indicated a higher level of support (M = 3.11, SD = 1.98).
Same-Sex Marriage
1397
1398
equation due to statistical significance. The media variables include newspapers, various types of television and radio programs, magazines, and reasons
for using the Internet. In terms of television, a series of items beginning with
Please indicate how much you like each of the following types of television
shows, which are measured by a 3-point scale (1 = do not like, 2 = like a
little, and 3 = like a lot). Significant items include religious programming
(M = 1.48, SD = .67) and political talk shows (M = 1.62, SD = .71). The
only significant item on the Internet was about how often in the past 12
months (1 = never, 8 = more than once a day) respondents read a weblog
or blog (M = 2.06, SD = 1.72). The other two variables that survived the
stepwise procedure were two 16-point scales: Television is my primary
form of entertainment (M = 3.59, SD = 1.39) and Magazines are more
interesting than television (M = 3.03, SD = 1.27). Finally, because of the
large sample size of this survey, statistical significance was set at the p < .001
level.
FINDINGS
As shown in the first model in Table 1, when only demographic variables
are considered, only age, sex, and education are significant predictors of
attitudes toward same-sex marriage. Those who are younger ( = .22),
more educated ( = .15), and female ( = .11) are more likely to be in
favor of this practice. When more control variables are gradually entered
(see Model 2), respondents who are more liberal ( = .29), less religious
( = .27), supporters of racial equality ( = .25), supporters of gender equality ( = .14), younger ( = .11), more interested in politics
( = .06), female ( = .05), and White ( = .04) tend to support same-sex
marriage.
Model 3 incorporated a number of lifestyle and activity variables.
Supporters of same-sex marriage are more likely to be:
a.
b.
c.
d.
e.
f.
g.
h.
i.
j.
k.
1399
Same-Sex Marriage
TABLE 1 Summary of Hierarchical Regression Analysis for Variables Predicting Support for
Legalizing Same-Sex Marriage (N = 5,188)
Variable
Block 1
Age
Sex-male
Race-White
Education
Income
Block 2
Religiosity
Gender equality
Racial equality
Political interest
Liberal ideology
Block 3
Follow a routine
Try anything once
Old fashioned
Interested in other cultures
Feel lost alone in a foreign country
Block 4
Religious TV
TV is primary form of entertainment
Read a web blog
Magazines more interesting than TV
TV political talk shows
Public radio
Talk radio
TV news
Need to get the news everyday
F
R square
Notes. p < .05;
< .01;
Model 1
Model 2
Model 3
Model 4
.22
.11
.00
.15
.00
.11
.05
.04
.03
.01
.08
.05
.04
.04
.01
.06
.05
.03
.03
.00
.27
.14
.25
.06
.29
.27
.14
.23
.05
.27
.23
.14
.23
.04
.25
.04
.09
.03
.04
.05
.02
.07
.03
.03
.04
310.44
.47
.09
.07
.05
.05
.06
.04
.03
.03
.03
207.85
.49
94.31
.08
445.52
.46
< .001.
The curious finding is feeling lost if in a foreign country because one would
expect a same-sex marriage supporter to be more adventurous. Indeed, as
reported above, same-sex marriage supporters are interested in the cultures
of other countries. However, this variable on feeling lost in a foreign country
becomes statistically insignificant in the next model once media variables
were introduced into the equation.
According to the fourth and final model in Table 1, the strongest predictor of a positive attitude toward same-sex marriage is a self-identified liberal
ideology, followed by religiosity, racial attitudes, attitudes toward gender
roles, the willingness to try anything once, television viewing, age, reading
web blogs, attitudes toward reading magazines, and ones sex.
1400
1401
Same-Sex Marriage
TABLE 2 Summary of Hierarchical Regression Analysis for
Media Variables Predicting Support for Legalizing Same-Sex
Marriage (N = 5,188)
Variable
Religious TV
TV is primary form of entertainment
Read a web blog
Magazines more interesting than TV
TV political talk shows
Public radio
Talk radio
TV news
Need to get the news everyday
F
R square
Notes. p < .05;
< .01;
.17
.08
.18
.04
.03
.17
.14
.07
.03
70.87
.11
< .001.
1402
Same-Sex Marriage
1403
Contributions
Despite these limitations, we believe our study has made some meaningful
contributions. One is the fact that our larger and national data confirmed
the findings of previous studies (that used a smaller or regional sample).
Demographic and psychographic variables such as sex, race and religion
can shape ones attitudes toward same-sex marriage.
Also, as argued earlier, this study used quantitative data to investigate
a qualitative question, which is whether a broader context of culture potentially has more influencethan the media they consumeon their attitudes
toward same-sex marriage. This is a theoretical as well as methodological
contribution of our study. Our findings suggest that who people arein
terms of age, sex, religious and political views, and lifestyle factorsis more
1404
influential than the media they consume. In fact, we can even argue that
their media choices are likely affected by their personal attributes. Therefore,
quantitative scholars who study media effects are urged to consider a variety,
or layers, of context. Having a few control variables in a statistical analysis
is certainly helpful. However, a broader cultural context, which may or may
not be quantifiable, needs to be taken into consideration.
We happened to pick a significant cultural issue, same-sex marriage,
to test media effects. The effects are minimal in our case because peoples
strong feelings about this particular issue probably overshadow the influence of the media they use. Studies that examine the effects of media on
other issues, such as the sense of privacy or global warming, might produce
weaker effects or associations. Such differences illustrate the point made by
cultural scholars such as Schudson (1989) that the issue of media effects
needs to be investigated in a more intricate and less direct way.
Another contribution this study has made is that it, at least indirectly,
challenges the consensus among critical/cultural studies that the mass media
in general, and television in particular, tend to be conservative and oppressive because they reinforce the political status quo, oppress members of
minorities (including lesbians and gay men) and women, and ultimately
promote hegemony (Altschull, 1995; Entman & Rojecki, 2000; Gitlin, 1980;
Gross, 2001; Gross & Woods, 1999; Lin, 1997; Ringer, 1994). We understand
it is probably unfair to make this very broad generalization about those
studies. However, we believe those studies share a somewhat negative view
toward the media in general. In the case of same-sex marriage, our data
show that television and blog viewing is associated with a progressive attitude. Therefore, future studies are urged to explore whether television and
other mass media can be used to promote socially progressive agendas.
Advocates for same-sex marriage might find our findings useful. They
may be able to solicit potential supporters by using the right kind of mass
media. Options include advertising on political talk shows on television
as well as magazines that are popular among those who are interested in
politics. Their ads can also direct their potential supporters to web blogs.
REFERENCES
Altemeyer, B. (1996). The authoritarian specter. Cambridge, MA: Harvard University
Press.
Altschull, J. H. (1995). Agents of power: The media and public policy. White Plains,
NY: Longman.
Alwood, E. (1996). Straight news: Gays, lesbians, and the news media. New York,
NY: Columbia University Press.
Amodio, D. M., Jost, J. T., Master, S. L., & Yee, C. M. (2007). Neurocognitive correlates of liberalism and conservatism. Nature Neuroscience, 10(10), 12461247.
Retrieved from http://www.nature.com/neuro/journal/v10/n10/pdf/nn1979.pdf
Same-Sex Marriage
1405
1406
Gross, L. (1993). Contested closets: The politics & ethics of outing. Minneapolis, MN:
University of Minnesota Press.
Gross, L. (1994). What is wrong with this picture? Lesbian women and gay men on
television. In J. Ringer (Ed.), Queer words, queer images (pp. 146156). New
York, NY: New York University Press.
Gross, L. (2001). Up from invisibility: Lesbians, gay men, and the media in America.
New York, NY: Columbia University Press.
Gross, L., & Woods, J. D. (Eds.). (1999). The Columbia reader on lesbians and gay
men in media, society, and politics. New York, NY: Columbia University Press.
Hawkins, D., & Mothersbaugh, D. (2009). Consumer behavior: Building marketing
strategy (11th ed.). New York, NY: McGraw-Hill/Irwin.
Herek, G. M. (1988). Heterosexuals attitudes toward lesbians and gay men:
Correlations and gender differences. Journal of Sex Research, 25, 457477.
Herek, G. M. (2002). Gender gaps in public opinion about lesbians and gay men.
Public Opinion Quarterly, 66, 4066.
Herek, G. M., & Capitanio, J. P. (1995). Black heterosexuals attitudes toward lesbians
and gay men in the United States. Journal of Sex Research, 32, 95105.
Herek, G. M., & Capitanio, J. P. (1999). Sex differences in how heterosexuals think
about lesbians and gay men: Evidence from survey context effects. Journal of
Sex Research, 36, 348360.
Hester, J. B., & Gibson, R. (2007). The agenda-setting function of national versus
local media: A time-series analysis for the issue of same-sex marriage. Mass
Communication & Society, 10, 299317.
Hicks, G. (2003). Media at the margins: Homoerotic appeals to the gay and lesbian
community. In T. Reichert & J. Lambiase (Eds.), Sex in advertising: Perspectives
on the erotic appeal (pp. 229246). Mahwah, NJ: Erlbaum.
Hicks, G., & Lee, T. (2006). Public attitudes toward gays and lesbians: Trends and
predictors. Journal of Homosexuality, 51(2), 5777.
Hull, K. E. (2001). The political limits of the rights frame: The case of same-sex
marriage in Hawaii. Sociological Perspectives, 44, 207232.
Iyengar, S., & Hahn, K. S. (2009). Red media, blue media: Evidence of ideological
Selectivity in media use. Journal of Communication, 59, 1939.
Iyengar, S., & Kinder, D. R. (1987). News that matters: Television and American
opinion. Chicago, IL: University of Chicago Press.
Jost, J. T. (2006). The end of the end of ideology. American Psychologist, 61,
651670.
Jost, J. T., Banaji, M. R., & Nosek, B. A. (2004). A decade of system justification
theory: Accumulated evidence of conscious and unconscious bolstering of the
status quo. Political Psychology, 25, 881919.
Jost, J. T., & Hunyady, O. (2005). Antecedents and consequences of systemjustification ideologies. Current Directions in Psychological Science, 14,
260265.
Jost, J. T., Nosek, B. A., & Gosling, S. D. (2008). Ideology: Its resurgence in social,
personality, and political psychology. Perspectives on Psychological Science, 3,
126136.
Kellner, D. (1994). Media Culture: Cultural Studies, identity, and politics between
the modern and the postmodern. London, UK: Routledge.
Same-Sex Marriage
1407
Lakoff, G. (2002). Moral politics: How liberals and conservatives think. Chicago, IL:
University of Chicago Press.
Landau, J. (2009). Straightening out (the politics of) same-sex parenting:
Representing gay families in U.S. print news stories and photographs. Critical
Studies in Media Communications, 26, 80100.
Lin, C. (1997). Beefcake versus cheesecake in the 1990s: Sexist portrayals of both
genders in television commercials. Howard Journal of Communications, 8,
237249.
Lee, T. (2005a). The liberal media myth revisited: An examination of factors influencing media bias perception. Journal of Broadcasting and Electronic Media,
49, 4364.
Lee, T. (2005b). Media effects on political disengagement revisited: A multiple-media
approach. Journalism & Mass Communication Quarterly, 82, 416433.
Lee, T., & Brott, C. (2009, May). The common grounds and grand canyons between
liberals and conservativesA life style analysis. Paper presented to the annual
meeting of the International Communication Association in Chicago, IL.
Lewis, G. B. (2003). Black-white differences in attitudes toward homosexuality and
gay rights. Public Opinion Quarterly, 67, 5978.
Lewis, G. B., & Gossett, C. W. (2008). Changing public opinion on same-sex
marriage: The case of California. Politics & Policy, 36, 430.
Maddox, W. S., & Lilie, S. A. (1984). Beyond liberal and conservative: Reassessing
the political spectrum. Washington, DC: Cato Institute.
McCombs, M. (2004). Setting the agenda: The mass media and public opinion.
Cambridge, UK: Polity Press.
McCombs, M., & Shaw, D. (1972). The agenda-setting function of mass media. Public
Opinion Quarterly, 36, 176185.
McKinley, J., & Goodstein, L. (2008, November 6). Bans in 3 states on gay marriage. The New York Times. Retrieved from http://www.nytimes.com/2008/11/
06/politics/06marriage.html?_r=3&emc=eta1&pagewanted=print
Monette, P. (1992). Becoming a man: Half a life story. San Francisco, CA:
HarperSanFrancisco.
ONeil, S. (1984). The role of the mass media and other socialization agents in the
identity formation of gay males. In S. Thomas (Ed.), Studies in communication, vol. 1: Studies in mass communications and technology (pp. 201206).
Norwood, NJ: Ablex.
Piore, M. (1997). Economic identity/sexual identity. In M. Duberman (Ed.), A queer
world (pp. 502507). New York, NY: New York University Press.
Pitzl, M. J. (2008, November 11). Gay-marriage vote polarizes Ariz. Arizona Republic.
Retrieved March 23, 2009 from http://infoweb.newsbank.com/iw-search/we/
infoWeb
Poll: Majority of Americans favor legal protections, adoption rights for gays. (2008,
December 4). The Advocate. Retrieved from http://www.advocate.com/print_
article_ektid67662.asp
Postman, N. (1985). Amusing ourselves to death: Public discourse in the age of show
business. New York, NY: Viking.
Putnam, R. D. (2000). Bowling alone: The collapse and revival of American
community. New York: Touchstone.
1408
Ring, T. (2009, November 5). Limited bang for Focus bucks. Advocate.com Retrieved
from http://www.advocate.com/News/Daily_News/2009/11/05/Limited_Bang_
for_Focus_Bucks/
Ringer, J. (Ed.) (1994). Queer words, queer images. New York, NY: New York
University Press.
Russo, V. (1981). The celluloid closet: Homosexuality in the movies. New York, NY:
Harper & Row.
Schudson, M. (1989). How culture works: Perspectives from media studies on the
efficacy of symbols. Theory and Society, 18, 153180.
Shah, D. V., Kwak, N., Holbert, R. L. (2001). Connecting and disconnecting with
civic life: Patterns of internet use and the production of social capital. Political
Communication, 18, 141162.
Tropiano, S. (2002). The prime time closet: A history of gays and lesbians on TV . New
York, NY: Applause Theatre & Cinema Books.
Tuchman, G. (1978). Hearth and home: Images of women in the mass media. New
York, NY: Oxford University Press.
Wanta, W., Golan, G., & Lee, C. (2004). Agenda setting and international news:
Media influence on public perceptions of foreign nations. Journalism & Mass
Communication Quarterly, 81, 364377.
Yang, A. (1997). The polls-trends: Attitudes toward homosexuality. Public Opinion
Quarterly, 61, 477507.