A recent study found that LGBTQ+ representation in mainstream media has increased significantly since the 1980s.
This increase is often seen as a positive trend for the community. The argument goes that if more people are exposed to images and narratives featuring LGBTQ+ individuals, society will become more accepting of them. But does this viewpoint accurately reflect the situation? Are LGBTQ+ identities being accepted into the mainstream through marketing, or are they being subsumed within consumerist culture? In this article, I explore how visibility can normalize queerness while also domesticating it within capitalist systems.
Visibility
Visibility is essential for any marginalized group seeking acceptance in broader society. When members of a group are visible in public spaces, their humanity becomes recognized, and they become less objectified. This is especially true when it comes to sexual orientation. When we see same-sex couples holding hands or kissing each other in ads, movies, TV shows, or other media, it helps to normalize those behaviors. It makes them seem natural rather than taboo.
There's a downside to this type of exposure. Because these images are often used to sell products, they risk becoming commodified and losing their original meaning.
When same-sex couples appear in an advertisement for a car company, the focus shifts from the relationship itself to the product being sold.
Consumerism
Consumerism is defined as "the promotion of the acquisition of material goods and services." Marketing is one way companies promote their products by creating desire among consumers. Advertising plays on our fears, desires, insecurities, and anxieties to get us to buy things we don't necessarily need. But what happens when these messages start to shape our perception of identity? Can we separate ourselves from the commercialization of LGBTQ+ identities?
Domestication
Domestication refers to making something familiar and acceptable through repeated use. In this case, we could say that marketing has domesticated queer identities into consumerist culture. By promoting LGBTQ+ visibility while also selling products, society has accepted certain aspects of queerness without fully embracing all its complexities. We may be comfortable seeing two men kiss onscreen, but we still have a long way to go before we accept transgender people using public restrooms or allow polyamorous relationships within marriage. This can create the illusion that society is more accepting than it actually is because only certain types of queerness become visible.
While increased LGBTQ+ representation in mainstream media is a positive step forward, it must not come at the expense of authenticity. Queerness should not be reduced to slogans or products; it is a unique experience shaped by individual experiences, cultures, and communities. As we continue to push for greater visibility for all members of the community, we must remember that true inclusion requires more than just a rainbow logo or token characters on TV shows. It means recognizing the complexity and diversity of queer identities and allowing them to exist outside the confines of capitalism.
Does visibility through marketing normalize queerness or domesticate it within consumerism?
Visibility is an important aspect of queer identity that has become increasingly more prominent in recent years due to various factors such as social media, increased awareness, and advocacy movements. The idea behind queer visibility is that by making queer identities visible, we are able to challenge normative gender roles and sexuality norms which have historically been imposed on us.