mad jew said:
... It's like the meaning of gay has a complete duality in that it can represent "homosexuals" and "something bad". ...
That's the problem. When the word gay is used to express distaste it reinforces negative feelings with that word, duality or no duality. It is not just the word, or the intent behind using it, it is the entire expression that comes at the moment of it's use. I'm talking about body language, facial expression, tone etc. Overall, there is a negative imprint left after it's use. To the person using it (as it reinforces dissatisfaction, even contempt, with the word), and anyone within listening/viewing distance to witness the ever cliché "that's gay" performance.
I realize it has grown to be habitual with a lot of people. Especially when it was really prevalent two/three years ago. I like to think it does not bother me, but I cannot help thinking about someone who is still in the closet who encounters this on a daily basis. Before coming out I remember how anxious, nervous, insecure, frightened (you get the picture) anytime anything related to homosexuality came up... whether it was positive or negative. Just the idea that someone might connect the topic with me at the moment was frightening enough. But, negative instances (which were 99% of the time), are much worse.
Remembering back on this I cannot help but point out to people that intention is not necessary to make someone upset. Words can be powerful. Even if they are not as meaningful to you, they move others in ways you would not understand. Even though you split the derogatory connotation from a more playful usage, it is only set up like that in your head. You do not know how others will react to your usage, mal-intended or not.
I tell my friends I have no issue if they use it around me but advise them to grow out of the habit as they may be hurting/pushing away other friends, co-workers, or strangers who may not be out yet. I think they would be the most sensitive group to this terms flippant use. Then the larger gay population in general.
Sorry about the longish post. This is one of those issues I go back and forth on. Although it was a fashionable fad to use this expression a while back, it still lingers, and so does the negative baggage it continually collects. I also like the word, like Mad Jew says "it rolls off the tongue" (or something like that). It is an interesting word to say... so if you must keep it in your daily vernacular, use it in reaction to something you LOVE.