Queer eye for sale

Question 1

what is another name for the gay market?

Answer 1

pink dollar

Question 2

tell me about the emergence of the gay market?

Answer 2

• marketing strategies went from being broad to targeted, the companies began to target SEGMENTED GROUPS (for a specific audience)
• at this time there are rise in political activism for gay and queer rights
• gay and lesbian individuals were viewed as a demographic population as a market segment –> looking for those with more spending power - rich white males who are gay

Question 3

what is consumer visibility vs social progress

Answer 3

while there is progress in social inclusion …
- there is UNEVEN PROGRESS, still benefits some people over the other
- there is a political price of market recognition
- HYPERSEGEMENTED MARKET emerged - specific subcultures - “bear market” - that some people deemed worthy of visibility - others remain invisible

Question 4

semiotics of “Gay Vague” advertising

Answer 4

• semiotics is how meaning is generated
• this marketing strategy aims at reaching gay audiences w/o attracting straight audiences
• this marketing technique relies on ambiguity, its not straight forward

Question 5

what is the study of semiotics?

Answer 5

• how meaning is created, and signs
• signifier: the thing that represents an object (image, written word, picture)
• signified: is object or concept represented by the signifier

Question 6

denotative and connotative meanings

Answer 6

• Denotative: when a sign references a thing - ex. point to a flower
• Connotative: gives us the meaning, evokes associations and feelings -> ex. flower represents love, friendship

Question 7

what does “gay vague” advertising rely on?

Answer 7

relies on ambiguity - this is because dont want to make queerness, gayness, too visible or obvious bc it can anger the heterosexual community
- has to be vague enough to be interpreted in may ways, if its too covert or too overt it doesnt work

Question 8

what is the relationships between identity and consumption?

Answer 8

• the consumption of goods helps to create our identities
• that advertisers target specific groups of people and view them as viable markets

Question 9

what is the potential for “consumer citizenship”

Answer 9

• marketplace can enhance social and political rights - overt ex. boycotting
• in institutions where options for sexual minorities are limited, consumer culture can help create initial a sense of identity for social movements

Question 10

what are the limits of consumer identity and market recognition?

Answer 10

• identities that consumption creates are only accessible with money - limits the population to a group of people with money
• heteronormativity - that they are promoting a “model minority” - that there is an “ideal” gay consumer that leads to certain ways of being gay to be visible, respected, and accepted by others
  ex. modern fam