
When it comes to TV watching, I have a varied diet. Serious stuff like
The Rachel Maddow Show on MSNBC and not-so-serious stuff like
Star Trek: The Next Generation, on both BBC America and SyFy, are in heavy rotation on my screen.
When
it comes to gay-specific programming, I find that I don't watch as much
of it as I used to. However, my curiosity got the better of me when the
new season of
RuPaul's Drag Race on Logo premiered recently.
The
usual mayhem and revelry were in full swing. Obviously RuPaul has not
lost touch with the masses. I hesitate to comment further on the actual
content of the show because it's not my bailiwick.
I do feel
more comfortable discussing what was on air during the commercials. I
couldn't help but notice a lot of commercials for HIV drugs during the
season premiere. Subsequent episodes have continued to air the spots.
My
initial reaction was, "Gee, it's great to see HIV awareness on TV!" My
follow up reaction was, "Gee, that's a lot of HIV advertising!" My
follow up reaction to my follow up reaction was, "Gee, why are they
doing so much HIV advertising?"
I'm not alone in noticing. My
admittedly anecdotal, nonscientific poll of friends and colleagues had
all taken note of the HIV ads.
Let's break it down: Logo is a basic cable network intended for LGBT viewers and their admirers.
RuPaul's Drag Race
features gay men and transgender people. The audience presumably for
this show also features gay men and transgender people. These groups
are at high risk for HIV. So, HIV ads air during the show.
I get
that logic and I don't necessarily reject that line of thinking
completely. But, a gnawing feeling in my stomach tells me there may be
more to the story.
The logic I spelled out above would make more
sense to me if I saw HIV ads dispersed more evenly throughout the
programming on Logo. Aren't there gay men and transgender people
watching all the shows on Logo?
The only conclusion I can come
to is that the advertisers believe the audience for this show in
particular is of special value to them. Who do they believe is watching
this show more than other shows on Logo? This is where I start to get
uneasy.
On the one hand, it seems reasonable to assume that
perhaps there might be more "harder-to-reach" gay men and transgender
people watching this show. After all, the show features many
contestants from these "harder-to-reach" communities.
On the
other hand, that's a stereotypical mindset. I put "harder-to-reach" in
quotes in the last paragraph because it's a loaded phrase often used to
describe folks who HIV prevention and treatment folks have difficulty
reaching with their messaging. Are they really harder to reach or do
they just need messaging they can relate to?
And is
RuPaul's Drag Race
the best backdrop for these HIV ads? The "even if I just reach one
person" mantra does not answer this question. Drug makers--and most
advertisers--want to reach lots of people.
Are the viewers of
this show in a frame of mind to absorb the HIV messaging they are
watching as the advertisers intended? Or are they instead in a frame of
mind that may actually result in them being further repelled by such
HIV messaging?
Lots of questions, not many answers. At least we can all agree RuPaul can still work it!
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