Stereotypes Of Bisexuals In The Media

Bisexual representation in media has always a slippery slope. Most bisexual characters are used as a token minority, or are created using stereotypes. Many of these stereotypes include the ideas that bisexuals are overtly promiscuous, unable to be monogamous, and are untrustworthy romantic partners (Eliason, 2000; McLean, 2008, p. 67). These stereotypes are harmful to the representation of bisexuals, because they are not accurate or positive. Unfortunately, they can be seen everywhere in the media, even in Ikea commercials. The twenty-eight-second long Ikea commercial aired in Austria showcases their products in a peculiar way: by following a woman and guy through a house as they undress each other. At the end of the commercial, another

The specific commercial being analyzed was aired in Austria in 2010. Although it only aired for a short time, it sparked a huge conversation on the representation of the bisexual character in it. Critics say that, although it does show a bisexual character, it fortifies the stereotypes of overly-sexual bisexuals, and also glorifies infidelity. This commercial connects to my theme because of its negative representation of bisexuals.
The commercial follows a man and woman through a house as they shed clothing. The camera shots and panning helps show the sexual nature of the scenes. Most of the scenes involved focus on the removal of clothes: the guy’s jacket (0:04), girl’s jacket (0:06), guy’s shirt (0:08), guy’s buckle (0:09), guy’s pants (0:11), and then final the girl’s shoes (0:12). The haste that is shown by these acts can be because of two things: the incontrollable sexual urges taking over the characters, or the small amount of time they have available to them. This rapidity alludes to the possibility of infidelity

This phrase is in German, and when translated into English, it means “because it is your home.” The tagline contrasts with the scene it is overlaid on top of. The scene is of a domestic dinner between a couple; whereas, the tagline references the infidelity of the scenes before. By using that phrase, Ikea is implicitly giving the audience permission to do whatever they like, as long as it’s in the confines of their own house. Basically, they don’t care what you do in your own home, as long as it is furnished with Ikea furniture. By showcasing infidelity and then following it up with the tagline “because it is your home”, Ikea is saying that you can do whatever you