Queerness is an umbrella term for non-heterosexual sexual orientations and gender identities that fall outside of the traditional cisgender and heterosexual norm. In recent years, queer people have gained greater visibility and acceptance within mainstream society due to increased representation in popular culture.
This shift has also led to the commodification and commercialization of queer identity through social media.
Social media platforms such as Instagram and TikTok provide users with tools to create highly curated visual narratives of their lives. This includes carefully crafting their appearance, behavior, and personal brand, which often involves presenting themselves as queer. But how does this affect the way queer individuals are perceived and consumed?
By exploring the relationship between social media and queer identity, we can see how visual culture plays a significant role in shaping perceptions of what it means to be queer. Through the use of color palettes, filters, lighting, and posing, queer individuals can create aesthetically pleasing images that appeal to viewers who may or may not identify as queer. This creates a trend towards 'aesthetic' queerness, where being visually appealing becomes more important than actual lived experiences.
One example of this is the rise of 'soft butch' lesbian and bisexual women who portray themselves as traditionally feminine while still embracing masculinity. By creating content that is both sexy and relatable, they attract large followings and sponsorships from brands that align with their message. On the other hand, non-binary individuals may choose to use genderless clothing and makeup to create a neutral aesthetic that avoids binary labels.
The commodification of queer identity on social media presents both benefits and drawbacks for those who identify as LGBTQ+. While it allows them greater visibility and representation, it also creates pressure to fit into certain beauty standards and stereotypes.
It is up to individual users to decide how they want to represent themselves online and whether they are comfortable with the commercialization of their identity.
How does the visual culture of social media aestheticize queerness into a consumable identity?
The visual culture on social media has been instrumental in the normalization of diverse identities such as queer identity. In this context, people who identify with nontraditional gender roles or sexual orientations have found themselves represented in different forms of visual representation online. This has led to an increase in visibility for individuals from the LGBTQ+ community who may feel isolated or stigmatized due to their difference.