Commercialization has become an integral part of modern societies' consumption practices. It is evident that businesses have transformed their operations into profit-driven ventures by selling goods to consumers who are willing to spend money on them. The phenomenon has been characterized by advertising campaigns, product innovation, production processes, marketing strategies, and promotional materials that promote products and services for commercial purposes.
This concept also extends beyond the consumerist culture and touches different aspects of life, including queerness. Queer culture refers to the lifestyle, identity, and community of lesbian, gay, bisexual, transgender, intersex, and questioning individuals (LGBTIQ). This paper explores how the commodification of queer culture affects activism, community cohesion, and public perception.
Activism is defined as the process of creating social or political change through protest, civil disobedience, lobbying, media campaigns, or other forms of advocacy. In the past, it was believed that activists were outcasts in society who were not accepted because they represented something that most people did not understand or agree with. Activists were often marginalized and seen as criminals, subversives, and revolutionaries. With the advancement of technology, the internet, social media platforms, and other digital technologies, activism can be conducted from anywhere at any time. The commercialization of queer culture has enabled activists to reach a broader audience than ever before.
When celebrities like Lady Gaga and Ellen DeGeneres come out publicly, they encourage others to follow suit without fear of being ostracized. As a result, more people are coming out than ever before.
Corporations have supported LGBT rights by sponsoring events such as Pride parades, providing resources for youth, and launching advertising campaigns promoting their support.
Commercialization undermines grassroots activism efforts since people do not need to organize themselves anymore to fight for their rights.
Commodification has also affected community cohesion among members of the LGBTIQ community. People used to join groups and organizations where they could meet likeminded individuals and build relationships based on mutual interests. They would gather in bars, clubs, and cafes where they felt safe talking about personal issues such as sex life and relationships. With commercialization, these places are no longer needed because people can connect online and purchase goods related to queerness. They may buy items that enhance their appearance, including clothing, accessories, makeup, jewelry, shoes, etc., which does not promote community building. There is a growing disconnect between members of this community due to the commodification process. Commercialization has also led to the exploitation of LGBTIQ groups and individuals, who use it for financial gain. Some businesses exploit their customers' identities and sexuality by selling them products that appeal to their sexual orientation or gender identity.
Some companies produce clothes with provocative designs targeting gay men while others manufacture condoms marketed towards lesbians. Therefore, commodification has caused division within the queer community.
The commercialization of queer culture has changed public perceptions towards gays and other minority groups. It was once believed that homosexuals were immoral, abnormal, sick, and should be discriminated against because of their sexual preferences.
Thanks to advances in technology and social media platforms, more people have accepted this group as part of society. The commercialization process has also enabled the creation of queer-friendly spaces such as shops and coffee shops that promote inclusivity and acceptance.
Starbucks has announced its commitment to hiring more diversified employees, serving rainbow frappuccinos, and promoting tolerance among all individuals regardless of their sexual orientation or gender identity. This has helped change how the general public views the LGBTIQ community positively. On the other hand, there are ethical tensions emerging from this commodification process. Businesses often appropriate queerness and turn it into an object of consumption without considering its impact on marginalized communities. The marketplace is flooded with goods that cater to a specific audience while ignoring the needs of other groups.
How has the commercialization of queer culture affected activism, community cohesion, and public perception, and what ethical tensions emerge from commodification?
The commodification of queer culture has had a profound impact on activism, community cohesion, and public perception in recent years. It has led to increased visibility and acceptance of LGBTQ+ individuals but also raised concerns about appropriation and exploitation. On one hand, queer representation in mainstream media, advertising, and entertainment has helped normalize and celebrate diverse sexual identities and gender expressions.