Queerness is an umbrella term for people who identify themselves outside the heteronormative binary of male/female, including lesbian, gay, bisexual, transgender, intersex, non-binary, pansexual, asexual, demisexual, and others. Queer culture has existed since ancient times but was suppressed until recently due to heterosexist norms. In contemporary society, queer visibility has been increasing through global media such as movies, television shows, social media, music videos, advertising campaigns, and fashion trends. This article examines how queer identity is commodified for profit in the global media industry.
The representation of queer characters and issues in media has increased significantly over the past decade, especially in the United States.
In 2016, the Netflix original series Orange Is the New Black became the most streamed show after its debut season. The show explores the lives of incarcerated women of various backgrounds, including several queer characters like Piper Chapman and Alex Vause.
The writers of the show have received criticism for their portrayal of queerness, which some say reduces it to sexual attraction or romance without addressing systemic oppression. Similarly, Hulu's Shrill features Annie Easton, a plus-size journalist navigating her career while dating lesbians, including Fran, played by Lolly Adefope, whom she later marries.
The relationship between Annie and Fran remains unstable throughout the second season, suggesting that queerness can be a fleeting fad rather than an essential part of identity.
Despite these depictions, queer people still face discrimination in real life. They may experience harassment, violence, exclusion, and marginalization based on their sexual orientation and gender identity. These experiences are not represented in the media because they do not sell products or attract viewers. Instead, the media focuses on sensationalized images of queer culture such as drag queens, kinky relationships, and flamboyant fashion. This commodification of queerness leads to the fetishization and objectification of queer bodies, reducing them to a marketable product.
Global media has increased queer visibility but often commodifies it to profit from its audience. It is important for creators to challenge heteronormative norms and promote authentic stories that represent all facets of queer identity. By doing so, the media industry can help break down barriers and create a more inclusive society where everyone feels safe expressing themselves authentically.
What is the relationship between queer visibility and the commodification of identity in global media?
The relationship between queer visibility and the commodification of identity in global media can be described as complex, multifaceted, and evolving over time. While increased representation of LGBTQ+ individuals in popular culture has led to greater acceptance and normalization within society, it has also resulted in the exploitation of queer identities for financial gain by corporations and media outlets.