Chapter 4: Consumer Culture

Badgett, M.V. L. (2001). Money, myths and change: The economic lives of lesbians and gay men. Chicago, IL: The University of Chicago Press.

Chasin, A. (2001). Selling out: The gay and lesbian movement goes to market. New York, NY: Palgrave Macmillian.

Peñaloza, L. (1996). We’re here, we’re queer and we’re going shopping!: A critical perspective on the accommodation of gays and lesbians in the U.S. marketplace. Journal of Homosexuality, 31, 9–41.

Sender, Katherine.  (2004). Business, not politics: The making of the gay market. New York, NY: Columbia University Press.

Constructing the Gay Market

Visit the website for Pink Banana Media, a leading gay and lesbian advertising company founded by Matthew Skallerud, founder of  Review the company’s services, products & websites, and seminar slides designed for potential clients.  What justification is used for targeting the GLBT market?  How has the targeting approach changed with the advent of digital technologies?  What assumptions are made about the ideal GLBT market?  What do Pink Banana’s strategies imply about the relationship between the gay market and gay rights?