In the modern world, media is an important tool of communication that forms a message and sends it to a wide audience for analysis and interpretation. The message of mass media is usually rather clear, but when it assumes specific attitude in a controversial issue, the public frequently starts to blame media. It, for example, could happen on the issues of racism, femininity, or homosexuality. This paper aims to discuss the issue of homosexuality in mass media as exemplified by Campbell’s Soup ad Your Father (30s).
One should say that gay tolerance is an essential part of the twenty-first century, especially in the United States that legalized the same-sex marriages in June 2015 on a nationwide scale. However, in reality, this victory of homosexual community resonated across the nation and abroad. Your Father (30s) was confined to the release of the seventh part of Star Wars. The ad shows the real gay family (Your Father (30s) | Campbell’s #RealRealLife). Two fathers feed their son and make a play of the famous Star Wars quotation “I am your Father.” The ad comes with the hashtag #RealRealLife sending the message and saying that gay couples with children are the part of American society. One could say that such ads destroy the traditional institution of family, and one could blame mass media for supporting the legalized same-sex marriages and for going against Christianity, but in fact, it means the absence of progressive looks and the return to the past. Your Father (30s) just reflected the modern atmosphere of the United States without any new unacceptable opinions, and the blame of the ad was just the reflection of the blame for the governmental decision.
Mass media often experience the condemnation from the society, but in the case of the Your Father (30s) ad, it was unfair as reflected dissatisfaction on the part of citizens with the decision of the American government. The same-sex marriages were legalized, gay families became the full part of the United States, and mass media got the right to show them on the equal basis with traditional families. However, the blame of the ad was expectative; it will take a lot of time for the society to recognize gay families in full.
References
[Campbell’s Soup]. (2015, Oct. 5). Your Father (30s) | Campbell’s #RealRealLife. [Video File]. Retrieved from https://www.youtube.com/watch?v=7rZOMY2sOnE
