Sensitization toward Sexual Orientation in the Indian Corporate Workplace: Building on Social Norms Theory and Frame Analysis for a Campaign

Mitra, Rahul
January 2008
Conference Papers -- National Communication Association;2008, p1
Conference Paper
This paper outlines a social marketing campaign for the sensitization toward sexual orientation in the Indian corporate workplace, using Social Norms Theory and Frame Analysis. At the present time, I am working with Gay Bombay, an NGO for normalized hetero-gay social relationships in India. The proposed campaign is also being implemented, in part, by a Bangalore-based IT company. After presenting the campaign model, I will include insight from both Gay Bombay and the Bangalore company, showing how theory is being translated into action. ..PAT.-Unpublished Manuscript


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