Having been down this road already with regards to race, I can tell you that none of the things you listed is any indication of how a company's Board, shareholders, management, or rank & file employees actually feel about sexual minorities. What those metrics represent is how well (or not) a company is able to do with regards to diversity policies that they might have in place, or how the company's behavior matches up with the expectations of those people who make a living measuring such things and bestowing "Good Housekeeping" seals. Naturally, most companies want that seal because its good for the bottom line, so they behave accordingly.
Yes, individual personal "friendliness" is basically out of the equation in corporate policies, as I have tried to say all along. Corporations don't necessarily like or dislike any kind of person -- they like money. And sure, a company could offer benefits to unmarried same-sex partners while still having homophobes on its Board or on its janitor staff -- and obviously among its shareholders. When I said a company with those kinds of policies is "gay friendly" I didn't mean every single individual connected to that company is whatever the opposite of homophobic is.
So sure, if a company initiates some gay-friendly policy, it's hard to determine to what extent those decisions come from genuine altruistic emotions versus business motivations. For all we know, Ben & Jerry don't really like doing whatever good deeds it is they do, but they just hold their noses and keep reminding themselves that "these people buy our ice cream."
But having talked to a fair number of business leaders -- in stories I've worked on, among family members, etc. -- I know that they actually do tend to have opinions about social issues, and sometimes they act on those opinions in setting business policies. Obviously the Chick-fil-A guy did it, in a gay-unfriendly way, and there are people who are the opposite, and do it in a gay-friendly way.
Does anyone really care, as they're collecting their partner benefits, whether some random shareholder or janitor or Board member thinks they're a good idea? That shouldn't even have to be the point.
Portraying sexual minorities in appealing ways--which itself is all a matter of opinion, and which sexual minorities will debate among thcemselves--
Yes. I didn't mean to imply that sexual-minority opinion is homogenous. I was just trying to shorthand a more complex concept so I could get to my point. Let's just say, portray them in ways that few if any gay people find offensive. Or whatever.
does not show how friendly a news and entertainment outlet is. It simply shows how savvy they are at capturing gay viewers, and people who are likely to appreciate those portrayals. If a network is not testing well with gay viewers, the fix is easy: have a detective on one of your hardboiled crime dramas come out of the closet, give a gay person a talk show, or give a gay comedian a sitcom. Problem solved. None of this has anything to do with friendliness.
This argument is circular because you're not really disagreeing with what I keep saying. Yes, again, networks make decisions based on viewers = advertising = money. Decisions are generally based on the extent to which they enhance or detract from those components.
And yet! Networks are run by actual people, and those people have opinions. And scripts are written by actual people, and if those people are raging homophobes, they're probably not going to be skilled at writing good scripts about a gay detective. So yes, to a certain extent, the talent and decision-makers have to be on board with the philosophy.
Here's a good example. You might not be able to follow it if you don't watch "The Walking Dead," but Chuck will, so I'll see what he thinks. As background, TWD is about zombies, and it's the highest-rated show on TV not including sports and awards shows -- even though it's on cable.
By far the most popular cast member -- the show's breakout star, like Fonzie was on "Happy Days" -- is the character Daryl, who is a tough, brawny, badass who comes from the backwoods of Georgia and carries a crossbow. Not long ago, a rumor floated around that Daryl might be revealed to be gay. That hasn't happened yet on the show -- although when the latest season ended he was hanging around with a gay couple, so it still might. Anyway, at the time, the showrunner said he couldn't reveal anything but that, sure, that was a definite possibility.
Now think about who watches a zombie show. This isn't some highfalutin' prestige cable drama like "Mad Men." It's a zombie show, plain and simple, lots of blood and guts and action. In other words, I'm guessing that a large chunk of those 17 million viewers are young, straight men who admire Daryl as a tough badass.
What I'm saying is in that particular case, a showrunner made comments that, if anything, risked being a turnoff to the show's core audience. But he did it anyway, presumably influenced at least in part by his own personal attitudes.