A study from the Human Rights campaign shows that approximately three-quarters of LGBTQ+ youth are more honest about themselves online than in reality. This may be caused by the remaining 47 percent of Americans, according to Gallup in 2016, who do not believe that homosexuality should be accepted. But now that we live in a digital society, acceptance of one’s true self can be fostered with a simple comment on an Instagram or Facebook post.
With influence and power now lying in the hands, pockets, and phones of millennials and Gen Z-ers, understanding the key communication channels for the curious is something publishing giant Condé Nast is now mastering — just look at the booming success of TeenVogue’s viewership and social media accounts.
Offering the LGBTQ+ community and its youth a digi-sphere of cultural news and narrative is an initiative the media company is embarking on — that sphere being them. The mission-driven, digital platform is the first of its kind for Condé Nast, and it just launched today.
“We aim to celebrate the lives of queer people, tell queer stories, and uplift the queer culture that so often becomes the mainstream,” Phillip Picardi stated, Chief Content Officer of them. “We want to prove that our lives and our interests are no longer ‘niche’ but are an important part of the zeitgeist.”
Hard-hitting stories are already live on the site. One headline reads, “What Happened When Queer Victims of Bullying Sat Down with Former Bullies.” Senior Editor Meredith Talusan details the stories of eight, one including themselves, of the bullied and bullies. It creates an emotional sentiment that displays and explains both perspectives.
An exciting, bi-weekly column on the platform will be an informative insight on “the people, places, and events that have shaped” the community. In its inaugural debut, Hugh Ryan tells the tale of Mabel Hampton, “dancer, singer, and domestic worker who lived as an out black lesbian in New York City from 1920.” Not only are we expecting this column to be instructive, but I’m certain we will be watching it become a hit due to its creation of a newfound appreciation of overlooked LGBTQ+ influencers.
Although not necessarily political, them. comes at a crucial time of political instability, namely due to a human Cheeto puff and an actual politician with antiquated ideology holding office.
According to its Manifesto, them. is a movement.
“Right now, we are living through a cultural revolution,” Picardi said. “And even though the White House may be sliding our legislation into the dark ages, young people all over are bringing forth a gender revolution and are representing a population that is queerer and prouder than ever. It’s important that we devote ourselves to telling these stories.”
Telling these stories is how the platform will change the sphere of digital media: creating a dialogue, presenting stories that over 10 million people who identify within the LGBTQ+ community can relate to, and truly showcasing to the world that them. is about all us.
Cover graphic by Iman Sinnokrot