The term 'commodification' refers to turning something into an item that can be bought and sold for profit. In this context, it means taking a social identity, such as being gay or lesbian, and representing it through advertising and merchandise. This practice has become increasingly common since the early 21st century, especially in North America and Europe, where LGBT+ rights have advanced significantly. Queer identities are now presented in many forms of media - TV shows, movies, books, magazines, and online platforms - often with positive portrayals of characters who openly identify as queer.
These representations can also lead to a commodification of queer identities, which is problematic because it alters how people see themselves and each other.
One major issue is that commodification implies that being queer is a choice rather than an inherent part of someone's identity. It suggests that there is a market demand for 'gayness', 'lesbianism', etc., which creates pressure on individuals to conform to certain stereotypes or risk losing their identity altogether. As a result, self-concept can suffer as people feel they must change themselves to fit into society's idea of what it means to be queer.
Community solidarity may diminish if members believe that being queer requires buying products associated with it instead of coming together around shared experiences and values.
Commodification can also create divisions within the LGBT+ community by emphasizing differences between groups based on race, gender, sexual orientation, class, and more.
Some companies may target specific demographics (such as young white gay men) while ignoring others (older trans women). This promotes competition and resentment among those excluded from the marketing campaigns, further eroding sense of solidarity.
The commodification of queer identities has both advantages and disadvantages. On one hand, it can increase visibility and representation in mainstream culture, which is essential for acceptance and equality. But on the other hand, it can contribute to harmful stereotypes, promote individualism over collectivism, and divide already marginalized communities.
We need to approach this issue with nuance and care, recognizing how complex social identities like being queer interact with broader economic and cultural forces.
How does the commodification of queer identities in media and marketing impact self-concept and community solidarity?
Due to the increased visibility of LGBTQ+ people in mainstream media, their identities have been commodified for profit. This has led to a wide range of representation that includes positive as well as negative stereotypes. While some may see this as progress, others argue that it can lead to an erosion of community solidarity and self-concept among queer individuals.