包容的广告活动与排他性的工作场所:印度公司的男女同性恋、双性恋和变性者视听广告活动及其工作场所平等的比较研究

Khuman Bhagirath Jetubhai
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引用次数: 0

摘要

公司的广告活动通常被认为是向消费者传达公司精神和意识形态的渠道。本文旨在确定公司的营销活动是否准确反映了其商业行为。具体而言,本文将调查那些开展 LGBTQ 营销活动的企业是否积极倡导和维护工作场所平等。研究汇编了一份公司名单,这些公司不分国籍,但在印度设有办事处,至少有一项在电视或互联网上播放的 LGBTQ 视听营销活动。研究参考了职场平等指数报告、公司网站或现有的职位说明,以确定这些公司在多大程度上践行了职场平等。研究显示,约有一半的公司在投放 LGBTQ 广告时没有积极促进职场平等。相反,在工作场所平等指数报告中列出的公司并没有将 LGBTQ 广告宣传纳入其中。研究结果表明,公司的广告活动与其工作场所平等政策之间没有明显的相关性。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Inclusive Campaign and Exclusive Workplace: A Comparative Study of Indian Companies’ Audio-Visual LGBTQ Advertising Campaigns and Their Workplace Equality
A company's advertising campaign is generally considered the conduit through which it communicates its ethos and ideology to consumers. This paper aims to ascertain whether a company's marketing activities accurately reflect its business practices. Specifically, it investigates whether businesses with LGBTQ marketing initiatives actively advocate for and uphold workplace equality. The research compiles a list of companies, regardless of nationality but with offices in India, featuring at least one audio-visual LGBTQ marketing campaign that is broadcast on TV or the internet. The study consults workplace equality index reports, the company's website, or its available job descriptions to determine the extent to which these companies practice workplace equality. The research reveals that approximately half of the companies running LGBTQ advertisements do not actively promote workplace equality. Conversely, companies listed in workplace equality index reports do not incorporate LGBTQ advertisement campaigns. The findings demonstrate no discernible correlation between a company's advertising campaign and its workplace equality policy.
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