The idea that "queerness" refers to anything outside of heteronormative norms has become increasingly popular among activists, academics, artists, and media producers. In this paper, I examine how three major cultural symbols - Pride, Drag Race, and Queer Eye - have come to represent queer identities and experiences in American culture. Each symbol represents an aspect of queerness that is often depicted in mainstream media, including television shows like RuPaul's Drag Race and Netflix's Queer Eye for the Straight Guy. By examining these three symbols, I argue that they serve as important tools for understanding and representing queerness while also playing a role in shaping commodification practices within consumer culture.
Let us consider the origins of Pride. The first Pride march took place in New York City on June 28th, 1970, when members of the LGBTQ+ community protested against police brutality after a raid on the Stonewall Inn, a gay bar in Greenwich Village. Since then, Pride has evolved into a celebration of queer identity and visibility. It remains one of the largest annual events worldwide, with millions participating each year. Pride parades feature floats with colorful decorations such as rainbow flags and other symbols associated with the LGBTQ+ movement. While some may view Pride as solely a political statement, it has also become increasingly commercialized over time, with corporate sponsors purchasing space at many Pride festivals. Corporate involvement allows companies to sell products related to LGBTQ+ culture without directly promoting them during pride month or parades. This strategy capitalizes on the growing demand for consumer goods based on sexuality.
Drag Race is another cultural symbol of queerness that emerged from nightlife culture. It began as an underground performance genre where drag queens competed against each other in shows that combined comedy skits, music performances, and pageantry. Today, Drag Race airs on cable television and features contestants competing against each other for cash prizes and other rewards. As the show's popularity has grown, so too have its mainstream representations - including advertising campaigns featuring RuPaul himself. These ads often use campy humor or satire to highlight gender roles and stereotypes within heteronormative culture.
A recent ad campaign featured men dressed as women wearing makeup while holding signs that read "This is what equality looks like." By using these types of visuals, Drag Race helps normalize non-binary identities by making them part of everyday life instead of just something seen only at clubs or parties.
Queer Eye represents yet another aspect of queerness through commodification practices. The Netflix series features five male models known as 'Fab Five,' who help straight men improve their appearance and style. While some may argue that this program trivializes identity politics by reducing it down to cosmetic choices, others see it as an opportunity to normalize queer lifestyles within consumer culture. Queer Eye does not present itself as political; rather, it focuses on helping individuals feel more comfortable with themselves regardless of how they identify sexually or genderwise. This can be beneficial for people who may feel uncomfortable with their sexual orientation or gender expression but still want to participate in society without feeling judged.
Pride parades serve as cultural symbols representing both activism and visibility for LGBTQ+ communities worldwide while also providing opportunities for corporations to profit off products related to queer identity. Drag Race uses humor to challenge traditional gender norms and promotes alternative expressions of masculinity, while Queer Eye provides tools for individuals struggling with issues surrounding sexuality or gender identity without resorting to politically charged language or messages. Together, these three cultural symbols help us understand how mainstream media shapes our understanding of queer identity today while also playing a role in shaping commodification practices within consumer culture.