Capitalism has always been an economic system that prioritizes profit above all else. It relies on the exploitation of workers to maintain its power structure, which is based on class divisions between the bourgeoisie (the wealthy elite) and the proletariat (the working class).
Capitalism also uses various forms of culture to distract people from this reality. One way it does so is through queer aesthetics, identity, and activism. This can be seen in the appropriation of LGBTQ+ pride flags, drag shows, and even protest movements for social justice. In this essay, I will examine how capitalism co-opts these elements while preserving social inequality.
Capitalism benefits from the commodification of LGBTQ+ identities. The rainbow flag was originally created as a symbol of resistance against police brutality during the Stonewall Riots in New York City in 1969.
Today it is used by corporations to market their products during Pride Month each June. Companies like Apple, Google, and Facebook show their support for the LGBTQ+ community by changing their logos to match the colors of the flag. They do this not because they care about equality but because it sells. By associating their brand with the flag, companies appear progressive and inclusive, despite being part of a system that perpetuates oppression.
Drag shows are now popular among straight audiences who want to enjoy campy performances without any political or social implications. Drag performers have been central to the queer movement since the start, using drag as a form of resistance and expression. But in recent years, drag has become mainstreamed and commercialized. Drag queens like RuPaul are celebrities, endorsing products and appearing on TV shows. This commodifies drag and removes its subversive nature, making it into just another entertainment option for the masses.
Capitalism also uses activism for its own ends. Social justice movements can be co-opted by corporations seeking to improve their public image.
Nike released an ad campaign featuring Colin Kaepernick, a former NFL player who kneeled during the national anthem in protest of police brutality against Black people. The ad stated "Believe in something even if it means sacrificing everything" - a phrase from his quote "I'm going to continue to stand with the people that are being oppressed."
The ad didn't mention anything about the systemic racism he was protesting or how Nike benefited from it. Instead, it used his message to sell shoes.
Capitalism benefits from the appropriation of queer identities, aesthetics, and activism while preserving social inequality. By commodifying LGBTQ+ pride flags, drag shows, and activist movements, it creates a facade of acceptance and progress while continuing to exploit workers and perpetuate class divisions. We must resist this co-option by educating ourselves and others about the true nature of capitalism and working towards more equitable systems.
How does capitalism co-opt queer aesthetics, identity, and activism while preserving social inequality?
Capitalism has been successful at using queer aesthetics, identity, and activism as a means of creating products that appeal to wider audiences. This is because capitalism operates on a profit-driven model, which relies on producing goods and services that are popular with consumers. By appropriating queer culture and identity, capitalism can create products that cater to a broader market, increasing its profits.