La innovación de estrategias de marketing en el Perú encuentra diversificación respecto a las diversas temáticas sociales inscritas en el contenido publicitario. El gay advertising o publicidad LGBT empieza a ocupar espacio en la malla de contenido y comunicación de marcas que lideran el mercado peruano. Pilsen Callao tomó la iniciativa de transformarse renovando su identidad de marca, buscando generar conciencia sobre equidad de género a través de la campaña “Amistad Sin Diferencias”. Esta campaña presentó el concepto de amistad desde la perspectiva del respeto y la igualdad. Debido al auge de la creación de marcas que compiten en las mismas categorías, nace la necesidad de estrategias de marketing que permitan generar afinidad con el consumidor. Uno de los métodos más conocidos es el storytelling, dicha técnica narrativa permite desarrollar la identidad de una marca, que tiene como objetivo crear empatía y llamar la atención del consumidor. Ante este contexto, el storytelling, se emplea como táctica publicitaria para abarcar diversos segmentos y nichos de mercado. En base a ello, el presente trabajo de investigación académica tiene como objetivo analizar dichas herramientas empleadas —permitiendo de este modo renovar su discurso— en la campaña digital "Amistad Sin Diferencias" de Pilsen efectuada en la plataforma Facebook. El desarrollo de la investigación se lleva a cabo mediante una metodología cualitativa, basada en la revisión de bibliografía y entrevistas realizadas a especialistas del rubro publicitario. / The innovation of marketing strategies in Peru finds diversification with respect to the various social themes inscribed in the advertising content. Gay advertising or LGBT advertising begins to occupy space in the content and communication mesh of brands that lead the Peruvian market. Pilsen Callao took the initiative to transform itself by renewing its brand identity, seeking to raise awareness about gender equality through the “Friendship Without Differences” campaign. This campaign presented the concept of friendship from the perspective of respect and equality. Due to the rise in the creation of brands that compete in the same categories, the need arises for marketing strategies that allow generating affinity with the consumer. One of the best-known methods is storytelling, this narrative technique allows developing the identity of a brand, which aims to create empathy and attract the attention of the consumer. In this context, storytelling is used as an advertising tactic to cover various market segments and niches. Based on this, the present academic research work aims to identify these tools used - thus allowing them to renew their discourse - in Pilsen's "Friendship Without Differences" digital campaign carried out on the Facebook platform. The development of the research is carried out through a qualitative methodology, based on the literature review and interviews with specialists in the advertising field. / Tesis

This thesis deals with the topic of contemporary Czech and Slovakian queer art scene. It describes the main theoreticians and curators that deal with this topic and their main contributions, both in the form of exhibitions and theoretical texts. This thesis analyses six fundamental group shows of queer art (three installments of the Transgeder Me Project, Coming Soon, Queer Stories and We Will Not Change Our Show) and it defines five main topics that feature in these shows. Those are: historical continuity and archives; trans* from various perspectives; identity categories and visibility; gender and sexual identity; marriage equality and rainbow families.

Introduction and Background: Today, in 2022, there is a community that receives discrimination, lack of acceptance, and lack of equality. This is the LGBTQ community. They suffer from the indifferences of the way they express themselves resulting in a rise of mental health issues and overall health disparities. Purpose Statement: The purpose of this review is to explore the disparities in mental health for the LGBT community including young adolescents and older adults. The question that drives this review is how does being a member of the LGBT community effect mental health. Literature Review: This literature review utilized search engines such as PubMed, ETSU One Search, and Google Scholar. Articles were chosen from within the past five years and corresponded with disparities in mental health for the LGBT community and the effects of acceptance from others. Key words used during the search of articles included “LGBT”, “mental health”, “suicide”, and “nursing”. A total of four articles and one systematic review were selected. Findings: Adolescents who didn’t have acceptance from others had a higher risk of suicide. Many mental health and substance abuse facilities didn’t have LGBT-specific programs. Healthcare professionals expressed the lack of training with LGBT clients but were willing to learn as it is relevant to their practice. Conclusions: The United States is under pressure as we watch the LGBT community become victims of inequality and health disparities. There is a need for more training and cultural competency, and implications of programs and resources specifically for the LGBT community.

Objetivo: Busca comprender el desarrollo de la identidad sexual homosexual en universitarios de Lima Metropolitana a partir de sus historias de vida. Método: Participaron 8 homosexuales entre 21 y 29 años seleccionados por bola de nieve, los cuales fueron 4 hombres y 4 mujeres. Asimismo, es un estudio cualitativo con diseño hermenéutico en el que se realizaron conversaciones sobre sus experiencias relacionadas a su sexualidad. El análisis de dichas conversaciones, se realizó mediante la propuesta metodológica de Gonzalez (2008) y se establecieron 4 ejes basados en la teoría de Troiden (1989) para explicar el desarrollo de la identidad homosexual. Resultados: Sensibilización: Los participantes, durante su infancia, se reconocieron como distintos a los demás; sin embargo, solo se dieron cuenta en la adolescencia al mirar al pasado. Confusión de identidad: Surgieron sentimientos negativos basados en la mirada de la sociedad a los homosexuales. Asunción de identidad: Es esta etapa comenzó la aceptación a raíz de la cercanía a personas LGBT. Compromiso: En todos los casos se logró la aceptación por parte de la familia. Conclusiones: El desarrollo de la identidad homosexual se ve influenciado por el entorno familiar y social. Asimismo, la revelación favorece sentimientos de bienestar y libertad. / Objective: To understand the development of homosexual sexual identity in university students from Metropolitan Lima from their life stories. Method: 8 homosexuals between 21 and 29 years old selected by snowball participated, which were 4 men and 4 women. Likewise, it is a qualitative study in which conversations were held about their experiences related to their sexuality. The analysis of these conversations was carried out through the methodological proposal of Gonzalez (2008) and 4 axes were established based on the theory of Troiden (1989) to explain the development of homosexual identity. Results: Awareness: The participants, during their childhood, recognized themselves as different from the others; however, they only became aware in adolescence by looking back. Identity confusion: Negative feelings arose based on society's view of homosexuals. Assumption of identity: In this stage, acceptance began as a result of closeness to LGBT people. Commitment: In all cases, acceptance by the family was achieved. Conclusions: The development of homosexual identity is influenced by the family and social environment. Likewise, disclosure encourages feelings of well-being and freedom. / Tesis

Working climate is an important subject in management research. The purpose of this research is to study the characteristics of an LGBT-friendly working climate. This research is based on Queer theory and Taste-based Discrimination theory, and follows the qualitative analysis method of interpretivism. The results of the descriptive survey and interviews show that employees’ understanding of LGBTQ policies and identities is very important for building an inclusive working climate. Organizations can use these findings to better protect employees’ welfare and establish an equal workplace environment.

La comunidad LGTB+ es un grupo social que en los últimos años ha adquirido mayor presencia y relevancia, a partir de la lucha de muchos de sus integrantes por lograr la igualdad y la no discriminación en países como el Perú. La publicidad no ha estado exenta de dicha tensión, así la influencia que está generando la comunidad LGTB+ en el mercado nacional ha motivado también que muchas marcas y empresas vean a este grupo como un nicho de mercado relevante. En ese sentido, el estudio es importante en tanto indaga en las características, gustos, hábitos de consumo, y lo más importante, en la forma en la que esta comunidad ha influido en la narrativa de ciertas marcas del mercado. En el presente trabajo se quiere analizar cómo la influencia de la comunidad LGTB+ ha sido relevante en la motivación de compra. Para ello, se tomará en consideración el spot publicitario “Amistad sin diferencias” de la cerveza Pilsen Callao en donde se difunde el mensaje de la no discriminacion de las personas por su orientación sexual. Para la investigación se utilizará una metodología cualitativa, a partir de la realización de entrevistas a estudiantes de la ciudad de Lima que se encuentran en edades de 18 a 28 años que se identifican activamente con la comunidad LGTB+ en el Perú. / The LGTB + community is a social group that in recent years has acquired greater presence and relevance, based on the struggle of many of its members to achieve equality and non-discrimination in countries like Peru. Advertising has not been exempt from this tension, thus the influence that the LGTB + community is generating in the national market has also motivated many brands and companies to see this group as a relevant market niche. In this sense, the study is important as it investigates the characteristics, tastes, consumption habits, and most importantly, the way in which this community has influenced the narrative of certain brands in the market. In this paper we want to analyze how the influence of the LGTB + community has been relevant in motivating purchase. For this, the advertising spot "Friendship without differences" for Pilsen Callao beer will be taken into consideration, where the message of non-discrimination against people based on their sexual orientation is disseminated. For the research, a qualitative methodology will be used, based on conducting interviews with students from the city of Lima who are between the ages of 20 and 30 who actively identify with the LGTB + community in Peru. / Trabajo de investigación

I denna kvalitativa översiktsstudie var syftet att undersöka vad forskning har identifierat som svårigheter för våldsoffer i samkönade parrelationer i deras hjälpsökande beteende av formella källor, samt hur de upplever det stödet de söker. Efter en innehållsanalys identifierades olika svårigheter som kunde vara barriärer i HBTQ-personers hjälpsökande beteende som sedan analyserades utifrån konstruktivistiska teorier. Svårigheter att definiera deras upplevelser som våld samt brist på kunskap om tillgänglig hjälp framkom. “Outing”, bristande kompetens hos myndigheter, tidigare dåligt bemötande och förväntade negativa konsekvenser var andra möjliga barriärer i målgruppens hjälpsökande beteende. Vidare framkom att det för HBTQ-personer är viktigt att det stöd som finns är HBTQ-anpassat. I diskussionen lyfts målgruppens svåråtkomlighet som en försvårande faktor vad gäller forskning inom området. Vidare diskuteras hur normer och kontext har en betydande roll för HBTQ-personer avseende deras hjälpsökande beteende. Avsaknaden av forskning avseende våld i samkönade parrelationer generellt diskuteras samt förslag att utöka forskning inom området ges. / This qualitative scoping review aimed to investigate what current research states as difficulties for victims of same-sex partner violence in their help-seeking behaviours of formal sources. Furthermore it aims to investigate LGBT-persons experiences of their sought support. After a content-analysis different barriers were identified as possible obstacles in their help-seeking behavior, which was then analyzed through constructivist theories. Results indicated that problems identifying their experiences as violence and lack of knowledge emerged as a potential barrier. As was outing, lack of professional competence, prior negative encounters and expected negative outcomes were other possible barriers in their help-seeking behavior. Furthermore, the importance of LGBT-specific services emerged as an important facet for the respondents. In the discussion part of the study, difficulties regarding reaching the target group are discussed as a specific hindrance in LGBT research. Also, the implications of norms and the current context is discussed as an important factor regarding LGBT-persons help-seeking behavior. The current lack of research regarding violence in same-sex couples is discussed and more research is suggested as being needed in the field.

Indiana University-Purdue University Indianapolis (IUPUI) / Acquired Immunodeficiency Syndrome (AIDS), as it would later be known, began to appear in the United States in 1981. Medical professionals from around the country began to track a mysterious set of illnesses that were affecting previously healthy people, most of who were homosexual men. As the disease spread, it was clear that homosexual men were being most affected. There was no cure to this illness which was quickly killing those infected. In October 1981, the Indianapolis Bag Ladies, a group of gay men, began as a simple Halloween Bus Tour around the city. Coby Palmer, Gary Johnson, and Ed Walsh teamed up by renting three charter busses for their new “Bag Ladies Bus.” Their campy drag involved multiple costume changes that required them to tote bags around, thus earning their name. By 1982, the Bag Ladies knew they needed to do more than have a party. The second bus tour was all about collecting money and creating a “war chest” for the gay community of Indianapolis in case AIDS made its way to the city. In doing this, they became one of the first grassroots HIV/AIDS support groups in the United States. After over 38 years of continued efforts, the Indianapolis Bag Ladies have impacted the Indianapolis LGBTQ communities through a variety of programs that expanded beyond the original bus tour. This thesis explores and analyzes these efforts which include Nurse Safe Sexx, a safe sex campaign; the Damien Center, a HIV/AIDS health clinic; and the Buddy House and Buddy Support Program, two programs connecting people with AIDS to support programs. The final chapter of this thesis expands on the discussion through a public program hosted by the Indiana Historical Society and demonstrates how programs surrounding these topics can be successful for museums and participants.

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