I’m Coming Out! Perceptions of Fan Following and Talent Management Affecting Closeted Gay Male Celebrities

Abstract

The aim of this research is to know whether or not there is a disparity between the perception of talent management and the fans’ on local gay male artists coming out. It is structured by the research question, “Is there a relationship between the perceptions of talent management on closeted gay male celebrities coming out and fan following perception?” that served as a guide to reach the objective. Sub-questions that answered “the top five factors affecting the perception on homosexuality, closeting, and coming out,” “the perception of effects of coming out on brand profitability and sales,” and “how coming out will affect the current perception of fan following towards the issue” were also discussed in the research that served as supporting facts to the main problem. The research was done under the hypothesis that there is a difference between the perceptions of talent management on their closeted gay male artist coming out and the perceptions of their fan following. Data was gathered through surveying fans and talent management companies. The questionnaires given to them contained same set of questions. Their answers were then tallied, computed, and compared with each other as two independent variables since they are two separate populations. It was concluded that there is no relationship between the talent management’s and fan following’s perception on closeted gay male celebrities coming out. For the sub-problems, it was also found out that family, religion, social media and traditional media are the five most influential factors affecting the perception on homosexuality, closeting, and coming out. Consequently, talent managements have a perception that the coming out of a celebrity can have a negative impact on brand profitability and sales. The fan followers reacted more positively. Lastly, coming out will not much affect the current perception of fan following towards the issue. The hypothesis was proven to be correct.