Media Attempts Toward Inclusivity Leave LGBTQI+ On The Margins

There has been an upsurge in LGBTQI+ marketing in India. An example of such attempts to reach the community is Durex India's most recent web-based campaign featuring a superman "who flies both ways''

 It, however, represents how companies never miss out on an opportunity to cash in on a pivotal moment for a marginalised community. On October 11th, National Coming Out Day, DC Comics revealed that the new Superman, Johnathan Kent, the son of Clark Kent and Lois Lane, will begin a romantic connection with one of his male friends and Durex India quickly grabbed onto the chance to capitalise that cultural moment by releasing their online advertisement about a superman who "flies both ways".

These firms use queer baiting to appeal to the LGBTQIA+ market while attempting to prevent backlash from the homophobic market, but there is a lack of proper queer representation in media which makes queer folks feel alienated, frustrated. Betty Cooper (Lili Reinhart) and Veronica Lodge (Camila Mendes) were seen kissing in the trailer for season one of The CW drama 'Riverdale It was, however, only to grab Cheryl Blossom's (Madelaine Petsch) attention and was completely insignificant to the plotline.

This line of portrayal sends a message that LGBTQ+ characters are not as valuable and worthy of the storyline. The present depiction is surrounded by negative concoctions which also makes the characters difficult to look up to.