The term "mass culture" refers to the dominant forms of expression that have widespread appeal and influence among large groups of people within a society. It includes popular art, music, literature, television, cinema, advertising, fashion, politics, religion, sports, food, technology, and other cultural products and practices that shape our everyday lives. In this sense, it can be argued that mass culture is inherently heteronormative, meaning it reinforces and normalizes certain gender roles, sexual orientations, and relationship dynamics. This essay will explore how queer readings of mass culture reveal hidden normativity and potential subversion through advertisements, film tropes, memes, and social media platforms.
Advertisements
Advertisements are an integral part of mass culture that shape consumer behavior and attitudes towards products and services. They typically feature attractive models posing as idealized versions of masculinity and femininity, which perpetuate gender stereotypes and reinforce traditional ideas about what it means to be a man or woman.
Men are often depicted as strong, confident, and aggressive, while women are portrayed as sexy, beautiful, and domesticated.
When viewed through a queer lens, these ads can also reveal subtle subversions of normativity.
Some brands have used non-binary models to challenge conventional notions of gender and sexuality, such as Calvin Klein's "Eternity Now" campaign featuring transgender model Hari Nef.
Some companies have incorporated LGBTQ+ themes into their ads to promote diversity and inclusion, such as Gap's "Gender-Neutral Kids Collection." These examples demonstrate how advertising can be used to subvert heteronormative standards and create space for alternative identities and relationships.
Film Tropes
Film tropes are recurring patterns or conventions found in movies that influence audience expectations and understanding of characters and storylines. Some common tropes include the "happily ever after" ending, the male hero who saves the damsel in distress, and the villainous femme fatale. While these tropes may appear innocuous on the surface, they can reinforce harmful stereotypes about gender roles and sexuality.
The damsel in distress trope relies on the idea that women need rescuing from dangerous situations by men, which perpetuates the notion that women are weak and dependent.
When viewed through a queer lens, film tropes can also offer opportunities for subversion. The 2018 movie "Call Me By Your Name," for instance, challenged traditional romantic narratives by depicting a same-sex relationship between two young men set against an Italian backdrop. Similarly, the film "Moonlight" explored themes of Black masculinity and same-sex desire without focusing solely on the white, cisgender male experience. These examples show how film tropes can be disrupted and used to expand our understanding of love, identity, and desire beyond traditional norms.
Memes
Memes are short, viral images or videos with humorous captions that spread rapidly across social media platforms. They often rely on pop culture references and humor to engage audiences and create cultural trends. Memes can be seen as representations of mass culture because they reflect current events, values, and attitudes within society.
Memes also allow users to critique and subvert dominant ideologies through irony, parody, and satire.
Some memes play with gender and sexuality by reversing traditional roles, such as the popular "Women Laughing at Men Trying to Do Mundane Tasks" meme series. Others use exaggeration and hyperbole to challenge heteronormative norms, like the "That's So Gay" meme which mocks homophobic language. While memes may seem frivolous, they have real impact in shaping attitudes towards gender and sexuality in everyday life.
Social Media Platforms
Social media platforms like Facebook, Instagram, and TikTok have become important sites for cultural production and exchange. They provide spaces for individuals to share their ideas, experiences, and identities, including queer perspectives. At the same time, these platforms are also heavily influenced by capitalism and commercial interests, meaning that corporate messaging and advertising can shape what we see and believe about ourselves and others.
Algorithms designed to maximize user engagement often prioritize content that is attention-grabbing, shocking, or sensational, which can reinforce stereotypes and perpetuate harmful narratives.
Social media also provides opportunities for individuals to resist and disrupt these norms. Many online communities have emerged around LGBTQ+ topics, such as BlackLivesMatter and MeToo, which promote solidarity and activism against systemic oppression. Similarly, some creators use humor and satire to critique dominant power structures and encourage critical thinking, like YouTuber Hbomberguy who uses his platform to raise money for trans rights organizations. These examples show how mass culture can be subverted through collective action and digital resistance.
This essay has explored how a queer reading of mass culture reveals hidden normativity and potential subversion through advertisements, film tropes, memes, and social media platforms. By examining these forms of expression from a critical perspective, we can challenge traditional notions of gender and sexuality and create more inclusive, diverse, and equitable societies.
What does it mean to subject mass culture to a queer reading: how are advertisements, film tropes, memes and social media platforms sites of hidden normativity and potential subversion?
Advertisements are often considered as one of the main vehicles for subjecting mass culture to a queer reading since they present standardized ideas of beauty and sexuality that reflect heteronormative values. According to many scholars in cultural studies such as Judith Butler, these images convey hegemonic ideals about gender roles and impose an understanding of what is normal and desirable.