Today we have a disturbing entry. Let me introduce you to the United Church of Christ. The UCC is really a grouping of churches, ranging from the very liberal to the modestly conservative. The idea of the the UCC is to articulate church, and Christ, as a place welcoming to all people. What “all people” really means is, gays, minorities, women, etc. So, since churches can tend to be rather stick in the mud places regarding social trends, the UCC seeks to embrace the results of the civil rights movements while keeping space for faith. The church ordained the first openly gay Christian minister back in 1972.
I find that the UCC is a brilliant example of a “uniting, not dividing” institution. And of course, this goal, uniting a deeply divided country has been all the talk of all the politicians – even W himself. Therefore one would assume that the UCC’s mission would be welcome on the public airwaves in the form of a commercial.
Not so.
The UCC has created an advertisement that depicts its mission statement. The technique employed is very simple. A group of people are in line to get into church. However, two bouncers, the likes of which could be found at any nightclub, stand guard with a velvet rope. Traditional couples (white heterosexuals) are allowed through, but the bouncers close the rope when others, in this case a gay couple and a hispanic man, attempt to enter. The concept behind the ad is very simple, but it is extremely effective.
To view the ad, click HERE.
And now the kicker. Although the UCC was willing to pay fair price to air this campaign on the broadcast networks and many cable ones, CBS and NBC have refused to accept it. Their rationalle?
“Because this commercial touches on the exclusion of gay couples and other minority groups by other individuals and organizations, and the fact the executive branch has recently proposed a constitutional amendment to define a marriage as a union between a man and a woman, this spot is unacceptable for broadcast on the (CBS and UPN) networks.”
Go ahead, read that one again.
Now, let me just point out a few other things. First, from the CBS website there is a “Diversity” link at the bottom of the page. It goes to another site with this bold mission statement:
“As broadcasters, we aim to ensure that our national viewing audience is reflected in our programming and our people… This is not a campaign, but rather a fundamental way of doing business at CBS, and we continue to be steadfast in our goal to become more diverse and more representative of the public we serve.”
CBS: Corporate Owner – Viacom. Viacom – owner of, among many others, MTV and BET. MTV, beginning this February, will launch a new channel called LOGO. LOGO, an ad-supported network, is a network targeted at “Lesbian, Gay, Bisexual and Transgender viewers.” Part of the corporate rationalle for starting this newtork? “Market researchers estimate the gay and lesbian population at 15 million adults, with a projected buying power of $485 billion and it is increasingly the target for many Fortune 500 companies.”
NBC: Corporate Owner – General Electric. GE Subsidiary for Media – NBC Universal. NBC Universal stations, among others, Bravo and Telemundo. Bravo, an extremely gay friendly network, is home to Queer Eye for the Straight Guy, Manhunt (male softcore erotica,) Boy Meets Boy, Gay Weddings, etc. etc.
The IRONY is all too obvious.
Though I could wax endlessly on this, let me take the words instead of the UCC, issued in response to this refusal:
“We find it disturbing that the networks in question seem to have no problem exploiting gay persons through mindless comedies or titillating dramas, but when it comes to a church’s loving welcome of committed gay couples, that’s where they draw the line,” says the Rev. Robert Chase, director of the UCC’s communication ministry.
Well said, Reverend Chase. Well said.
Sources:
United Church of Christ
Article: Newtorks Ban Church’s Gay Affirmative Ad.
CBS Diversity Website
NBC Universal
Bravo TV
Viacom Press Release – MTV to Launch LOGO
Human Rights Campaign Article with NBC/CBS Contact Information.
What are they talking about? The executive branch’s attempt at restricting marriage to a man and a woman FAILED. As in, shot down. Nonexistent. Kaput. Gone.
These guys are deciding what to air on the basis of presidential decisions (and unsuccessful ones, at that)?
I guess that means they won’t be discussing the Challenger or Columbia disasters any more, since Bush wants to go to Mars, and ugly things like crashes and fireballs might cool public enthusiasm and make people feel uncomfortable.
They’ll have to stay away from the car bombings and insurgent attacks in Iraq, too, since Bush wants to end terrorism, and ugly things like dead soldiers and dismembered civilians might cool public enthusiasm and make people feel uncomfortable.
Their policy, as stated above, can be expanded to: “This commercial criticizes some large and ornery organizations, and underscores the lack of governmental support for the president’s theocratic leanings. Since both tactics could get us in hot water, we’ll abandon our role as bringers of information to the diverse and teeming masses, and keep our mouths shut ’cause we know what’s good for us.”
I’m surprised that no one’s drawn similarities between this business and the Civil Rights-era vaudeville, when no one had a problem watching black people boogy onstage but it was the end of God’s country when they started sitting in the front of the bus.
Way to go, America! Let’s show those Iraqis how free press really is really done!
Matt –
You might recall the discussion you and I had during which we decided that in fact Queer Eye and Will and Grace and shows in similar veins were in fact counter-productive towards the full integration of diverse sexualities into American life. I think this confirms what we were discussing. TV networks, alas, are in the business of making money and avoiding legal pissing contests with right or left wing legal groups despite whatever palaver they spew about journalistic integrity and airing diverse viewpoints. If we assume the parent company VIACOM to be cozy with the neoconservatives with their rigorous anti-gay agenda the whole thing makes perfect sense. Don’t antagonize your mainstream, snake-handling, red state viewers by showing anything gay friendly on the main network, but do by all means launch a gay network and tap into that market which is often well-off. This is two birds with one stone: get queer cash and keep them in their own little box which reinforces stereotypes of frightening diesel-dykes and twittering, flower-arranging gay men who want to be Judy Garland. Not nice, not cool, but surely neoconservative.