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Cashing in on Queers: From Liberation to Commodification

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Author(s): Guidotto, Nadia

Journal: Canadian Online Journal of Queer Studies in Education
ISSN 1710-7598

Volume: 2;
Issue: 1;
Date: 2006;
Original page

Keywords: Political Science | Queer Studies | Cultural Studies | Women's Studies | Academia | queer theory | sexuality studies | cultural studies

ABSTRACT
In recent years, the gay, white, youthful male has become the frontline gay representative. He is ushering in the next phase of gay liberation, complete with increased media attention, corporate sponsorship and the adoration of “faghags” everywhere. I call it, the McQueer phase. I am not blaming the gay, white male for the commodification and misrepresentation of gay identity. Rather, I am concerned that what many are toting as liberation is nothing short of being sold in a Styrofoam container with a side of fries. Whether it is recognition in market research, the commodification of gay identity, or finally, recognition as a consumer category—all of this attention requires careful consideration in terms of the social and political impact it has on the lived experience of being queer in North America.

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