Consumer culture is a system that promotes and values material consumption, which can lead to an increased focus on possessions rather than experiences and social connections. It often appropriates and neutralizes queer activism and aesthetics in order to create products that appeal to a wider audience. This can have negative effects on the representation and acceptance of LGBTQ+ individuals in society.
Appropriation
One way that consumer culture appropriates queer activism and aesthetics is through marketing campaigns that promote progressive ideals while still perpetuating stereotypes and oppressive norms.
A clothing brand might feature images of same-sex couples in their advertising, but then use language that reinforces gender roles or sexual objectification. By doing this, they may appear inclusive without truly challenging societal prejudices.
Another form of appropriation occurs when companies take inspiration from queer subcultures, such as drag performers or fetish communities, and use them to sell products without giving credit to those who created the culture. This erases the history and significance of these groups' contributions and makes them commodities for mass consumption.
Neutralization
Neutralization involves taking queer symbols or tropes out of context and using them in a way that removes their original meaning. A company might sell rainbow-colored items during Pride Month without supporting any LGBTQ+ causes or organizations. Or they might use gender-neutral terms like "they" in marketing materials while continuing to promote binary gender roles in other ways. This watering down of identities and struggles further perpetuates inequality and erasure.
Impact on Representation and Acceptance
When consumer culture appropriate and neutralizes queer activism and aesthetics, it can lead to a lack of authentic representation and acceptance of LGBTQ+ individuals in society. It reinforces the idea that being gay is just about having fun and being fashionable, rather than recognizing the complex social and political issues faced by the community. This can make it harder for people to see themselves reflected positively in media and everyday life.
This approach can create a sense of complacency within the general population, making them believe that progress has been made when there are still many challenges facing the LGBTQ+ community. It also fails to recognize the diverse experiences and perspectives of different groups within the LGBTQ+ umbrella.
Consumer culture often appropriates and neutrals queer activism and aesthetics to create products that appeal to a wider audience. This can have negative effects on representation and acceptance of LGBTQ+ individuals in society. By understanding how this happens, we can challenge companies to do better and work towards true inclusion and equality.
How does consumer culture appropriate and neutralize queer activism and aesthetics?
Consumer culture has been able to appropriate and neutralize queer activism and aesthetics by co-opting certain elements of LGBTQ+ identity and incorporating them into mainstream marketing and advertising campaigns. By doing this, companies are able to capitalize on the social progress that the community has made while also diluting its message and undermining the political goals of the movement.