Queer identity is defined as an umbrella term for people who do not identify as heterosexual, cisgender, or gender binary. It refers to individuals whose sexual orientation, gender expression, and/or relationship dynamics fall outside of traditional norms, including but not limited to lesbian, gay, bisexual, transgender, intersex, asexual, pansexual, and nonbinary individuals. In recent years, queer identities have gained greater visibility in mainstream media, advertising, and art.
Commercialization has led to the homogenization of queer representation, creating narrow stereotypes that reinforce harmful ideologies about queerness.
Representation in Media
The portrayal of queer characters in movies, television shows, music videos, and other forms of entertainment has increased in recent years.
The Netflix series "Sense8" features multiple LGBTQIA+ protagonists, while the film "Love, Simon" tells the story of a closeted teenager coming out to his friends and family. These positive representations can help normalize queer experiences and challenge societal assumptions about what it means to be queer.
Many queer narratives are still lacking in diversity, with white, affluent, able-bodied, cisgender individuals often being represented as the default.
Some stories present queer relationships as romanticized fantasies rather than genuine expressions of love and desire.
The film "Call Me By Your Name" depicts a white, male college student's sexual awakening with an Italian man during summer vacation. While the movie is visually stunning, it perpetuates the idea that queerness exists only for the pleasure of others.
Advertising companies often use queer identity to sell products without truly representing the community.
Coca-Cola released an ad featuring a same-sex couple kissing during the Super Bowl halftime show, but this commercialization did little to address the systemic oppression faced by queer people in society. It merely created buzz and attention, which can lead to backlash from conservative viewers who feel threatened by progressive representation.
Representation in Advertising
Queer identities have also become a commodity in advertising, where they are used to promote products and services without consideration for their authenticity or impact on real-life experiences. This is particularly evident in beauty and fashion industries, where models with nontraditional appearances are frequently featured in campaigns.
These images often reinforce gender norms, such as the expectation that women should be thin and feminine while men must conform to masculine stereotypes.
Many brands use queer culture as a marketing tool without supporting LGBTQIA+ causes or advocating for equitable policies. In 2019, Nike released a rainbow-themed sneaker collection to celebrate Pride Month, yet failed to donate any proceeds to LGBTQIA+ organizations. This type of "rainbow washing" is detrimental to the movement for social justice and perpetuates the idea that queerness is only a trend or fad.
Representation in Art
The art world has long been a space for creative expression, and some artists have used their work to challenge societal norms around sex, sexuality, and relationships.
The filmmaker John Waters famously depicted transgressive subject matter in his movies, including crossdressing, public nudity, and BDSM.
Commercialization can limit the freedom of artists to explore complex themes and push boundaries.
Galleries may choose not to exhibit queer works if they believe it will alienate potential customers. Similarly, museums may shy away from controversial topics like kink, polyamory, or gender fluidity, which could impact funding opportunities and institutional support. This stifles innovation and limits representation within the art community.
Commercialization has led to homogenized representations of queer identities in media, advertising, and art. While increased visibility is positive, it also reinforces harmful stereotypes about who can be considered queer and what constitutes authentic experiences. To truly represent this diverse group of individuals, society must challenge heteronormativity, cisgenderism, and other systems of oppression that marginalize non-binary expressions of love, desire, and intimacy.
How does commercialization affect the way queer identities are represented in media, advertising, and art?
The representation of queer identities in the media is often shaped by the commercial interests of the creators, which can lead to stereotypes and misrepresentations that reflect heteronormative values and norms. This can create challenges for people who identify as LGBTQ+, as they may feel pressure to conform to these representations rather than embrace their authentic selves.