I beg to differ here:
Just look at the ever increasing percentage of homo characters in movies, mostly good, kind, cool and even tough!
Even most Oscar awards goes to films that focus on that subject

The media is guiding societies in that direction, by showing it as being "cool".

Remember how lots of kids started smoking because their favorite start did? same applies here.
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"The larger grows the island of my knowledge, the
longer stretch the shores of my ignorance."