How ‘LGBT Awards’ Ceremonies Dehumanise and Devalue

It has been noted that “news is what somebody somewhere wants to suppress; all the rest is advertising.” A general point, this could nonetheless have been written specifically about much of the LGBT media which drowns in adverts, advertorials and fluff pieces about celebrities. Gay Star News goes that bit further and is increasingly little more than press releases and ‘features’ which are clearly paid for, in lieu of any original content. It shares with Pink News the tendency to report on anything, anywhere which happens to somehow involve a gay person – a trait sent up by Fagburn here – and a lack of critical thought which at times makes it (and PN) seem like satire.

I’ve written previously about the increasing tendency for marketing to use homosexuality (rarely bisexuality, never transexuality until recently) as an effective, easily-ticked box in marketing campaigns. Aside from flattering the liberalness of many, such a move is certain to be grabbed on by the gay media. Where they go, many gay people follow and all analysis falls away in the face of a trite appreciation that a person or organisation has ‘supported’ the community. As we’ve seen, this leads to the horror of gay magazines lauding men who’ve assaulted their wives, gay charities associating themselves with ethically repugnant companies like Barclays and (in the latest and perhaps most egregious example) Pink News associating itself with one of the world’s biggest manufacturers/dealers in weapons of death and destruction. There is no activity, indeed no crime, too horrendous that the gay media won’t eagerly accept your cash (or your flesh) and sprinkle some of their pinkwashing powers over you.

The association of Stonewall and Pink News with Barclays and BAE Systems respectively comes as part of their award ceremonies. It’s no great insight to say that the vast majority of award ceremonies are nothing more than extensions of the PR industry; given the convergence of marketing with ‘gay visibility’ the gay media has been slowly cottoning onto the fact that they’re an easy way to get coverage and, more importantly, cash.  The Stonewall Awards came first in 2006 and though they at least ostensibly serve some purpose (to “celebrate those who have had a positive or negative impact on the lives of British lesbian, gay and bisexual people”) it was quickly obvious that they were a facile and craven embarrassment. This was (and is) not only due to their willingness to endorse supremely dodgy people and organisations but also the fact that all you really need to do in order to stand a good chance of winning is to do or say something ‘nice’ concerning the gays. The ‘Broadcast of the Year’ in its second year was Hollyoaks, for God’s sake.

Attitude Magazine was paying attention and their own award ceremony came in 2008. This sublime piece of nonsense barely even pretends to be little more than marketing – certainly this year their association with various companies (primarily a branch of the tax-dodging, union busting, asset-stripping Virgin) seemed to be the central point (aside from the fact that it helps to flog some magazines). So banal and transparent are these ‘awards’ that their attempt this year to obtain some gravitas on the back of the campaigns around Alan Turing by giving him a special award seemed almost insulting.

This year Pink News has joined the fray, meaning we have three of these absurd spectacles in the space of a few weeks. It takes a lot to make the Stonewall Awards look good but the Pink News Awards somehow managed it. Having no information about how nominations are arrived at, the three awards voted for by readers mixed hilarity (‘Advertising Campaign of the Year’ literally seemed to mean ‘featured some gays’) and idiocy (‘Parliamentary Speech of the Year’ ignored everything any politician had said which wasn’t about gay marriage) with a peculiar, and largely unremarked on, self-interest. Two of the groups nominated for ‘Community Group of the Year’ had seen Ben Cohen (owner of Pink News) involved in their creation and both concerned gay marriage, a particular hobby horse of Cohen and PN in the past year (Nick Clegg, perhaps the most despised politician in the country, received a ‘Special Award’ for his ‘work on gay marriage’). The videos from the nominated ‘Equality Network, Scotland’ on gay marriage had all ‘premiered on Pink News’. Most notably (and curiously), there was an unheralded ‘judged award’ (judged by whom and on what basis, we’re not told) for “Business Network of the Year”. I mean…what? Who even conceives of such an ‘award’? Perhaps someone who sits on the board of the winning ‘network’ Intertech with responsibility for ‘Media and PR’. That’s a pretty massive coincidence, right?! Pink News itself doesn’t make the link.

(27-10 edit – Ben Cohen has drawn attention to the list of judges here and stated that he did draw attention to his link with Intertech, but only in the room and edited out of the video by the director. He also explained that nominations were decided by “the pinknews team and board”. Funnily enough, BAE Systems and Pink News are both listed as ‘supporters’ of Intertech here. But then, as Ben said: “it’s up to us how we do the awards. They’re ours. If you want to do your own you can of course!”)

This perfectly illustrates why I care about this stuff – it’s not just random grumbling. Under the pretext of ‘supporting the LGBT community’ or ‘promoting equality’ or whatever, marketing and self-advantage is advanced with almost zero criticism. People and organisations involved in at best dubious, at worst reprehensible activities are given a sheen of liberal respectability. In short, these absurd awards further the instrumentalisation of homosexuality as a tool for marketing and for leveraging profit. Gay people become one-dimensional beings, of interest only because of their sexuality (and ostensibly only interested in this themselves). Further, it robs ‘equality’ of all meaning – the phrase becomes little more than ‘can already-privileged white gay people advantageously access and exploit existing structures to their own ends’? These awards, birthed from the gloopy neoliberal swamp that is most of our gay media, dehumanise, degrade and in a very real sense devalue equality.

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