Homosexuality: Discourse Analysis and Attitudes Towards Homosexuality

This discourse analysis explores the attitudes towards homosexuality and the impact of gender discrimination. It focuses on a Walmart advertisement promoting same-sex relationships. The analysis reveals the negative and positive attitudes towards homosexuality and emphasizes the importance of equality and acceptance in society. The advertisement showcases a same-sex couple, Andy and Patric, who are portrayed as a normal couple. The analysis highlights the need for society to change its perception of homosexuality and treat homosexual individuals with respect and equality.

Running Head: Sociology
Homosexuality
Discourse Analysis
System04104
4/6/2019

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Introduction
Homosexuality is the most debatable topic all over the world, where the world is
divided into two groups. This discourse analysis based on the television advertisements and
some internet based journal articles. There are two groups in our society having different
perception about the homosexual people. The first group in our society supports the equality
in the society and they favour homosexuality, while the second group thinks that
homosexuality is a sin for society and it is against the nature. They look gay people with
negative aspects (Schnabel, 2016).
The present discourse analysis shows the negative and positive attitudes of people
towards homosexuality. This analysis is also investigates the impact of gender discrimination
on homosexuality. This discourse analysis shows that every people have right of equality.
The present discourse analysis helps the people to understand the status of homosexuality
through a TV advertisement. This work will benefit those people who fight for equality in
society including with LGBT community.
System of Thought
This discourse analysis is based on the Walmart advertisement “Love Is in the Aisle: A
Dating show at Walmart”, where Walmart promotes the homosexual relationship just like the
male female model. In the advertisement there are two gay person names Andy and Patric
who are same sex couple. In the advertisement, the gay couple on blind dates and shopping in
a mall. It has been easily seen how easily they can treat each other and talk about their
relationship. Some people disagree with the advertisement because in this advertisement two
gay people talk about their relationship and treat each other like a male-female couple.
Although it is not accepted by a large part of our society even majority of people reject to
accept the homosexuality, but they talk about their future plans and how they can handle the
home with each other.
I feel that through this video they want to say that we all are people and we all have equal
rights to spend our life despite being care of race, gender, religion, sexuality. Their freedom
of life spread a message for those people who are against the homosexuality and same-sex
marriage. In the advertisement, it has been clearly shown that Sexual preference of a person
does not define him/her (Gillespie, Frederick, Harari, & Grov, 2015). It is the personality of a

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person that defines who he/she is in society and where he belongs. The other people who are
shopping in the same mall does not care about their conversation that shows that there are
many people in the world who are does not care about this third gender in the community.
These type of people shows that they are ready to accept these social changes in the
form of homosexuality and same-sex marriage in their society. After watching this
advertisement, I feel that some people still see homosexuality as a seen and these type of
people cannot build a society because they could not be able to enhance the generation and
contribute to reproduction system in the society (Cass, 2014).
Function
The advertisement shows how these people can easily move around the Walmart
shopping centre and talk about their relationship and blind dates. The positive attitudes of
their relationship show that they do not care about those people who think that homosexuality
is a sin or not natural in the community. In the advertisement there are two gay person names
Andy and Patric who are same sex couple. The spot featured three different couples, with
purchasing some items on Walmart store and acting as catalyst for revealing each person’s
character traits. It has been seen that one couple disagree with each other over their
sentiments towards the cat in the pet food section of the Walmart stores. In the second scene,
Andy and Pat disagree on coconut and it shows how they disagree and domestically
challenged to each other over various items such as soap, oatmeal cream pies, cast-iron skillet
etc. The advertisement shows how homosexual people likes or attracts with the same gender
person and treat each other like normal couple and there is nothing wrong in it. Every people
have right to choose a partner with whom the person can enjoy the life. It has been seen that
the presumed behaviour of people about homosexuality is influenced by gender-associated
beliefs. However, this advertisement shows how gender discrimination is the major cause
behind homosexuality differentiation in the society (Roseneil & Budgeon, 2016). The
advertisement shows that acceptance is the only thing that homosexual wants in their life
from their society and they are just living like a normal couple. It is only because they feel
minority stress in the community and experience the negative perception of people towards
them. (Trandafir, 2014).

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Whose Discourse? Audience?
The audience of this advertisement is mainly homosexual people who want to live in a
normal relationship but people reject them. The advertisement urges people and shows them
that homosexual relationship (lesbian/gay) is not wrong for the society and it is not sinful.
This advertisement shows a message to those people whom ashamed to talk with a
homosexual person or feel very uncomfortable and confused that how they will interact with
these kinds of people.
Through this advertisement, Wal-Mart fully supported the gay community and shifted
the perception of people towards the neutrality. Through this advertismentnt, I found that
despite being gender discrimination we should respect and treat equally to these homosexual
people and we should provide them all the freedom and advantages in the society that
common people enjoy in their life (Yang, 2015). The advertisement also shows how people
with same gender can easily spend their life as like a normal couple. Through this
advertisement, Wal-Mart shows the negative and hided perception of people about the
homosexuality, same-sex marriage is only a stereotype. However, these homosexual people
have rights to live freely in the society (Uzoegwu, 2019).
Social reality
Through this advertisement, we found that even though homosexuality is not accepted
by many people, it is becoming more and more accepted by people in all around the world. A
large number of people accept the reality of homosexuality, but many people still not accept
it because of the negative perception about homosexuality. The communication between Pat
and Andy shows the reality that they have never ever problem with the society, then why
society not accepting them as a part of their community. A large part of our society does not
allow it and create a broad layer of biased attitudes towards homosexual people. For example,
on this advertisement of Wal-Mart, few people and groups in USA start talking about these
gay couple and talk about the approach of Wal-Mart towards the society. It is still tough for a
gay couple to hold hands of his/her gay partner in public. The negative perception of people
about homosexuality has some specific social, legal, and moral dimensions (Law, 2018).
This advertisement is a strong reply to those people who think that homosexuality and
same-sex marriage is against the nature and not acceptable in the society. People think that
they provide freedom to those homosexual couples who want to enjoy their life in their own

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way. However, if we consider this advertisement of Wal-Mart then we found that it is only
acceptable in some countries but if we are considering the thinking of society then we found
that homosexual people would face many problems when they will enter in other countries
where it is unconstitutional or not legal. This advertisement shows a hidden and unacceptable
community of people and their feelings in front of this large world. The advertisement and
the feeling include in this advertisement shows the feelings of whole LGBT (Lesbian gay
bisexual transgender) community. However, it is the nature of people that they consider
everything with two aspects; positive and negative aspects, but the thing is that everyone
right to live their life in their own way and enjoy it. This message is shown by Patric and
Andy in this small advertisement video (Giddens, 2013).
Expert’s opinion about Homosexuality
This advertisement was condemned by many people and especially in America where
some complaints was file against this advertisement video. Christopher Carpenter, who is an
associate professor of economics and public policy states that homosexuality should not be
illegal and this advertisement shows how same sex people can be happy with each other. Gay
or same-sex marriage has no impact on the marital rates of straight women or men. He said
that lesbian or gay people have full rights to enjoy their lives and they should be treated
equally in society. He also says that homosexual people are in minority stage in our society
and even in some countries they are not the part of democracy neither they count in the
population as well. Bruce Drake, who is a sociologist expert writer, said in his article "How
LGBT adults see society and how the public see them" that society is accepting the interest
and existence of LGBT community and not it is growing day by day (Drake, 2018).
According to a gay marriage advocate in Boston, same-sex marriage or homosexuality is a
matter of civil rights rather than an affair in a church. According to him, marriage is a matter
of civil law and it should be considered lawfully. Therefore, it is unconstitutional and illegal
to think that homosexuality is a sin and it should not prevail in the society (Lim, 2012).
Conclusion
In conclusion, it can be said that people should change their perception about
homosexuality and should interact with them to feel comfortable and safe in society. The
advertisement of Walmart shows that how these people can live their life like a normal male
and female couple. The cute conversation between the two same-sex gay couple shows the

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reality of homosexuality. On the basis of this advertisement, I can say that we should provide
all the respect and love for these people and should treat them equally in society. Although,
the attitude of people towards the homosexuality is changing from the last few years but it
still needs some improvements. The negative perception of people still prevails in the society
in the form of pity, tolerance, and repulsion but the majority of people show a positive
attitude towards this homosexual community.

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References
Video Link: https://www.youtube.com/watch?v=HXzoadFNguE (Love Is in the Aisle: A
Dating show at Walmart”)
Other References
Cass, V. C. (2014). Homosexuality identity formation: A theoretical model. Journal of
Homosexuality, 4(3), 219-235.
Drake, B. (2018). How LGBT adults see society and how the public sees them [online].
Retrieve from: https://www.pewresearch.org/fact-tank/2013/06/25/how-lgbt-adults-
see-society-and-how-the-public-sees-them/
Giddens, A. (2013). The transformation of intimacy: Sexuality, love and eroticism in modern
societies. Hoboken, USA: John Wiley & Sons.
Gillespie, B. J., Frederick, D., Harari, L., & Grov, C. (2015). Homophily, close friendship,
and life satisfaction among gay, lesbian, heterosexual, and bisexual men and
women. PloS one, 10(6), e0128900.
Law, S. A. (2018). Homosexuality and the social meaning of gender. Wis. L. Rev., 12(2),
186-187.
Lim, V. K. (2012). Gender differences and attitudes towards homosexuality. Journal of
Homosexuality, 43(1), 85-97.
Roseneil, S., & Budgeon, S. (2016). Cultures of intimacy and care beyond ‘the family’:
Personal life and social change in the early 21st century. Current Sociology, 52(2),
135-159.
Schnabel, L. (2016). Gender and homosexuality attitudes across religious groups from the
1970s to 2014: Similarity, distinction, and adaptation. Social Science Research, 55,
31-47.
Trandafir, M. (2014). The effect of same-sex marriage laws on different-sex marriage:
Evidence from the Netherlands. Demography, 51(1), 317-340.

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Uzoegwu, C. (2019). Expert share research on gay marriage [online]. Retrieve from:
https://dailytrojan.com/2012/11/27/expert-shares-research-on-gay-marriage/
Yang, A. S. (2015). Trends: Attitudes toward homosexuality. The Public Opinion
Quarterly, 61(3), 477-507.

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References
Cass, V. C. (2014). Homosexuality identity formation: A theoretical model. Journal of
Homosexuality, 4(3), 219-235.
Drake, B. (2018). How LGBT adults see society and how the public sees them [online].
Retrieve from: https://www.pewresearch.org/fact-tank/2013/06/25/how-lgbt-adults-
see-society-and-how-the-public-sees-them/
Giddens, A. (2013). The transformation of intimacy: Sexuality, love and eroticism in modern
societies. Hoboken, USA: John Wiley & Sons.
Gillespie, B. J., Frederick, D., Harari, L., & Grov, C. (2015). Homophily, close friendship,
and life satisfaction among gay, lesbian, heterosexual, and bisexual men and
women. PloS one, 10(6), e0128900.
Kite, M. E., & Bryant-Lees, K. B. (2016). Historical and contemporary attitudes toward
homosexuality. Teaching of Psychology, 43(2), 164-170.
Law, S. A. (2018). Homosexuality and the social meaning of gender. Wis. L. Rev., 12(2),
186-187.
Lim, V. K. (2012). Gender differences and attitudes towards homosexuality. Journal of
Homosexuality, 43(1), 85-97.
Roseneil, S., & Budgeon, S. (2016). Cultures of intimacy and care beyond ‘the family’:
Personal life and social change in the early 21st century. Current Sociology, 52(2),
135-159.
Schnabel, L. (2016). Gender and homosexuality attitudes across religious groups from the
1970s to 2014: Similarity, distinction, and adaptation. Social Science Research, 55,
31-47.
Trandafir, M. (2014). The effect of same-sex marriage laws on different-sex marriage:
Evidence from the Netherlands. Demography, 51(1), 317-340.
Uzoegwu, C. (2019). Expert share research on gay marriage [online]. Retrieve from:
https://dailytrojan.com/2012/11/27/expert-shares-research-on-gay-marriage/

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Yang, A. S. (2015). Trends: Attitudes toward homosexuality. The Public Opinion
Quarterly, 61(3), 477-507.