In recent times many Americans have seen various organizations and companies taking a stand for or against major issues going on in today’s society. In November 2012, protesters refused to eat at the fast-food chain Chick-Fil-A due to their anti-gay policies while those with opposing views staged a counter-boycott in which supporters flocked to the restaurant. Well, the same thing is happening with the Starbucks Coffee company. Contrary to Chick-Fil-A’s situation, Starbucks is supporting marriage equality and has even endorsed bills in Washington which later became laws, giving equal rights to those entering into a same-sex marriage. Many people are questioning whether or not the coffee kingpin was just speaking out for the money or if they actually supported the cause.
Any time that issues such as homosexuality are brought up, the media eats the topic alive and (depending on the news source) tends to frame the issue in a more liberal manner. Through this frame the media is able to depict the situation for what it is and equate a violation of group of people’s individual rights to racism. Thus, by showing its support for marriage equality, Starbucks is putting itself in the limelight as a champion against racism and discrimination in all of its forms. Publicity in this form is an odd mixture of both dominant and resistant representations as it calls for equality against the current established legal system while also siding with an ideal that has become the mainstream way of thinking. It is because of this that proponents of the rights of individuals will always see more support than those who stick by older beliefs which seek to encourage that which the liberal frame of the media interprets as racist. Despite the boycott, Starbucks is still showing considerable profit and is proving that a company can support what is right while still making money.