New York ‑ March 28, 2023: In the lead up to this year’s International Transgender Day of Visibility, brands and marketers can help increase authentic visualization of the transgender community through visual storytelling.
From Laverne Cox to Elliot Page, there is more transgender representation in the mainstream media than ever before. However, increased representation alone isn’t enough. Getty Images’ VisualGPS research revealed that less than 1% of visuals in media and advertising show members of the LGBTQ+ community and those mainly focus on Pride celebrations as a defining event across the community. Furthermore, when analyzing transgender representation in visuals specifically, transgender people are more often portrayed as victims of violence than in an everyday setting, with their families, or even experiencing joy.
These and other tropes are often informed and intrinsically connected to real‑world discrimination and misunderstanding.
“Transgender people, while often the subject of sensationalized discourse in the media, are rarely portrayed accurately or authentically. From news and entertainment media to advertising and marketing, there is urgency to see trans people’s lives reflected in ways that communicate our basic humanity and show our diversity across communities,” said Alex Schmider, Director of Transgender Representation at GLAAD. “Diverse and authentic imagery offers trans people the opportunity to see ourselves, and also allows people who don’t personally know us to see a glimpse into our lives, including the universal experiences of daily life we all share.”
“We know increased media representation positively accelerates acceptance, but our research shows that LGBTQ+ people, including the transgender community, are seldom seen,” said Tristen Norman, Head of Creative Insights for the Americas at Getty Images. “Even when this community is represented, there is a prevalence of stereotypical, inauthentic imagery that do not accurately show the realities and full spectrum of their lives.”
The lack of adequate, authentic representation is a challenge, but also an opportunity for creatives, marketing professionals, and the broader advertising and media industries to show their support for the transgender community.
Getty Images and GLAAD have created the LGBTQ+ Guidebook for Inclusive Visual Storytelling, a guide and curated visuals to help brands navigate their own visual choices reflective of the entire LGBTQ+ spectrum. As part of it, Norman notes three actions brands can do help increase awareness and combat misunderstanding among the general public:
‑ Increase visuals of the broader realities of transgender people: Traditionally in visuals, transgender people have been shown in moments of activism and struggle, but brands can do more to show their reality as members of social communities, family groups, and circles of friends.
‑ Show the intersectionality of the community: Be aware of interrelated identity factors that the community has and include these nuances in visual representation.
‑ Elevate everyday stories: Choose visuals that promote the transgender community’s inclusion in broader visual culture and activities.
Learn more about the LGBTQ+ Guidebook and explore imagery to help widen the lens on transgender stories.
From Laverne Cox to Elliot Page, there is more transgender representation in the mainstream media than ever before. However, increased representation alone isn’t enough. Getty Images’ VisualGPS research revealed that less than 1% of visuals in media and advertising show members of the LGBTQ+ community and those mainly focus on Pride celebrations as a defining event across the community. Furthermore, when analyzing transgender representation in visuals specifically, transgender people are more often portrayed as victims of violence than in an everyday setting, with their families, or even experiencing joy.
These and other tropes are often informed and intrinsically connected to real‑world discrimination and misunderstanding.
“Transgender people, while often the subject of sensationalized discourse in the media, are rarely portrayed accurately or authentically. From news and entertainment media to advertising and marketing, there is urgency to see trans people’s lives reflected in ways that communicate our basic humanity and show our diversity across communities,” said Alex Schmider, Director of Transgender Representation at GLAAD. “Diverse and authentic imagery offers trans people the opportunity to see ourselves, and also allows people who don’t personally know us to see a glimpse into our lives, including the universal experiences of daily life we all share.”
“We know increased media representation positively accelerates acceptance, but our research shows that LGBTQ+ people, including the transgender community, are seldom seen,” said Tristen Norman, Head of Creative Insights for the Americas at Getty Images. “Even when this community is represented, there is a prevalence of stereotypical, inauthentic imagery that do not accurately show the realities and full spectrum of their lives.”
The lack of adequate, authentic representation is a challenge, but also an opportunity for creatives, marketing professionals, and the broader advertising and media industries to show their support for the transgender community.
Getty Images and GLAAD have created the LGBTQ+ Guidebook for Inclusive Visual Storytelling, a guide and curated visuals to help brands navigate their own visual choices reflective of the entire LGBTQ+ spectrum. As part of it, Norman notes three actions brands can do help increase awareness and combat misunderstanding among the general public:
‑ Increase visuals of the broader realities of transgender people: Traditionally in visuals, transgender people have been shown in moments of activism and struggle, but brands can do more to show their reality as members of social communities, family groups, and circles of friends.
‑ Show the intersectionality of the community: Be aware of interrelated identity factors that the community has and include these nuances in visual representation.
‑ Elevate everyday stories: Choose visuals that promote the transgender community’s inclusion in broader visual culture and activities.
Learn more about the LGBTQ+ Guidebook and explore imagery to help widen the lens on transgender stories.
