Legislation and other legal boundaries are intended to develop a behavior that is acceptable socially and culturally. Where the shapes of legislation vary greatly in different regions, say even in UAE and KSA (despite both being Muslim entities), the social and cultural behavior also show differences on different subjects. This is precisely the reason why content used in advertising differs in these two countries. However having developed that the religious forces in UAE not only governs cultural values but also have a significant impact on legislation (federal and civil laws), it is more likely to have an effect on the social behaviors as well.
In order to identify the gist of these behaviors, it is important to understand what Islam says about homosexuality. According to Huda (2013), Islam forbids any kind of sexual contact between two individuals of the same gender mainly because of it against the natural order and brings destruction to the institution of marriage. Furthermore, “ In Islamic terminology, homosexuality is alternatively called al-fahsha' (an obscene act), shudhudh (abnormality), or 'amal qawm Lut (behavior of the People of Lut).
Islam teaches that believers should neither participate in nor support homosexuality (Huda 2013). ” Therefore, it can be said that religious doctrines of Islam are further reflected in the social and cultural behavior in UAE. On the other hand, there are various studies that have advocated the general acceptance of homosexuality in the United States. According to Harms (2011), after development and acceptance of civil and individuals’ rights in the past few decades, the acceptance for such sexual orientation and inter-gender marriages has increased greatly. Although the rate of this change varies in different racial, religious and ethnic groups as the United States has a variety of cultural values due to changing demographics caused by massive immigration in the past two decades (Glick and Golden 2010; Loftus 1998).
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