Graduation Year


Document Type




Degree Granting Department

Humanities and Cultural Studies

Major Professor

Daniel Belgrad, Ph.D.

Committee Member

Elizabeth Bell, Ph.D.

Committee Member

Robert Snyder, Ph.D.


Homosexuality, Hegemony, Men, Victimhood, Race, Assimilation


The objective of this research was to examine advertising in gay media publications, namely, The Advocate, in order to assess how advertising corresponds with gay identity formation. This study differed from previous inquiries in that the application of hegemony theory formed the basis of the project and was used as a tool to explicate the preponderance of certain images in gay media advertising and what they signify for gay men. Likewise, a phenomenological method of analysis was applied to the advertisements in order to render them more accessible as aesthetic and literary mediums. Classifying the advertisements according to their notional basis resulted in the partitioning of the ads into groups or "parables" of advertising, a method of classification which mimics historical categories recognized in American history and culture. The sum of the project emphasizes the hegemonic structures that characterize gay male images within a broader GLBT sociocultural framework.