Lim Hayoung Sally, Moon Won-Ki, Ciszek E
School of Journalism and Communication, University of Oregon, Eugene, Oregon, USA.
College of Journalism and Communications, University of Florida, Gainesville, Florida, USA.
J Homosex. 2024 Aug 23;71(10):2449-2477. doi: 10.1080/00918369.2023.2245522. Epub 2023 Aug 9.
While organizations have increasingly engaged in corporate social advocacy (CSA) for sexual and gender diverse populations, transgender people have often been overlooked in LGBTQ advocacy campaigns. Among the different strategic communication tactics that can be used in CSA, advertising is an important channel for organizations to send their prosocial messages as well as to publicly demonstrate their support of particular causes and populations. Given the tension between growing social acceptance of gender diverse populations and anti-transgender political landscape in the USA, only a handful of organizations have recently shown transgender advocacy advertising campaigns. This study explores corporate transgender advocacy advertising campaigns as one contemporary CSA program, attending to the role of authenticity in CSA effectiveness. Findings show cisgender people perceive authenticity from transgender advocacy advertising campaigns regardless of their gender, which in turn, mitigates consumer skepticism and increases the willingness to engage with the campaign on social media and, further, to engage with other transgender advocacy campaigns. Theoretical and practical implications are discussed.
虽然各组织越来越多地参与针对性取向和性别认同多样化人群的企业社会倡导（CSA），但在 LGBTQ 倡导活动中，跨性别者常常被忽视。在企业社会倡导中可以采用的不同战略传播策略中，广告是各组织传递其亲社会信息以及公开表明对特定事业和人群支持的重要渠道。鉴于美国社会对性别多样化人群的接受度不断提高与反跨性别政治格局之间的矛盾，最近只有少数组织开展了跨性别倡导广告活动。本研究将企业跨性别倡导广告活动作为一个当代企业社会倡导项目进行探讨，关注真实性在企业社会倡导效果中的作用。研究结果表明，无论性别如何，顺性别者都能从跨性别倡导广告活动中感知到真实性，这反过来又减轻了消费者的怀疑态度，并增加了在社交媒体上参与该活动的意愿，进而参与其他跨性别倡导活动。本文讨论了理论和实践意义。
