Introduction: Visibility within advertising can generate acceptance and normalization in society, hence it is a powerful media that is of utmost importance for the homosexual group. Portrayals in advertising equal an admission as citizens, which homosexual women are currently neglected as media circumscribe male homosexuality as norm. Knowledge of how homosexual women identifies with portrayals in advertising is currently sparse. Aim: The overall aim of this study is to satiate the gap of knowledge of portrayals of homosexual women in advertising and how the dual identity of gender and sexuality influence the interpretation of advertisements targeting homosexual women. Method: A combination of quantitative and qualitative methodology. The sample includes self-identified homosexual women recruited consecutively during a two-month period. In total 113 homosexual women participated in the study. To provide a realistic interpretation, actual print advertisements portraying female homosexuals were used as stimuli within the contexts of mainstream media and gay media. Results: The female homosexual group appears to be heterogeneous since the perception of the individual sexual identity and lifestyle was not aligned but rather dispersed. However, the participants’ perception of the sexual identity and lifestyle of the female homosexual group is that is a homogenous group. Conclusion: Within the female homosexual group a stigmatization exist regarding gender behaviour that does not correspond with the recurrent portrayal in advertising of homosexual women as a homogenous group.

Background: Research suggests sexual minority women have higher rates of substance use and mental health problems than straight women. Specifically, past studies have shown alcohol consumption and dependence rates are higher among sexual minority women, in addition to use of some drugs. Similarly, research shows mental health problems such as anxiety, depression and suicide rates are elevated among sexual minority women. These differences in mental health and substance use characteristics by sexual orientation may be explained by the negative health effects of social marginalization and the common use of drinking establishments for sexual minorities. Objective: The objective of this thesis is to compare substance use and mental health characteristics between lesbian/bisexual women and straight women, including: a) demographic variables; b) alcohol and drug consumption and dependence; c) the social context of substance use (i.e., use with others, motivations to use and locations of use); and, d) mental health characteristics. Methods: Data were obtained from a sample of residential treatment clients in treatment for primarily alcohol and/or cocaine problems. Respondents were asked to fill out self-administered questionnaires, which included details on demographics, substance use, mental health and the social context of use, as well as information on sexual orientation and gender identity. Bivariate and logistic regression analyses were performed to examine differences by sexual orientation. Results: Some sexual orientation differences were found regarding alcohol consumption and dependence during bivariate analysis. In logistic regression results, methamphetamine use was significantly (p<.01) elevated among bisexual women and tranquilizers use was elevated among lesbian and bisexual women when compared to straight women. Bivariate analysis revealed lesbian and bisexual women reported higher levels on motivations to use, but this difference was not significant in multivariate regression results. After regression adjustments, lesbian and bisexual women had higher levels of anxiety and higher rates of suicide attempts. Lastly, lesbian and bisexual women reported substance use with sex workers and sex clients more often than straight women, but no other differences in location and motivations to use were seen in the regression results. Conclusion: Among this sample of residential treatment clients, some mental health and substance use characteristic differences were found. These finding can assist in determining the best treatment practices for sexual minority women. / Graduate / 0347