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Understanding the Emergence of Markets: A Social Constructionist Perspective on Gay Economy

Understanding the Emergence of Markets: A Social Constructionist Perspective on Gay Economy This paper sets out to explore the construction of a market based on identity. The interest lies upon the emergence and present understanding of the gay male market. To achieve this, an understanding is percolated through social contructionism in general and the areas of ideology, language, and power in particular. The first section of the paper deals with the historical external understandings of homosexuality, which fit into three overlapping phases: the moral, social, and medical. Following on from this, these three phases are then reflected through film. The second section deals with internal formation and is tied into wider social changes. The assent and naturalization of homosexuality is outlined where the possibilities of a gay market emerge. This is then also reflected through film. The final section deals with one of the present preoccupations when dealing with the gay male market, which is the aspect of identity through consumption. This is shown to tie into present wider concerns with the dominance of consumption as the mediator of identity. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Consumption Markets and Culture Taylor & Francis

Understanding the Emergence of Markets: A Social Constructionist Perspective on Gay Economy

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Publisher
Taylor & Francis
Copyright
Copyright Taylor & Francis Group, LLC
ISSN
1477-223X
eISSN
1025-3866
DOI
10.1080/10253860500112842
Publisher site
See Article on Publisher Site

Abstract

This paper sets out to explore the construction of a market based on identity. The interest lies upon the emergence and present understanding of the gay male market. To achieve this, an understanding is percolated through social contructionism in general and the areas of ideology, language, and power in particular. The first section of the paper deals with the historical external understandings of homosexuality, which fit into three overlapping phases: the moral, social, and medical. Following on from this, these three phases are then reflected through film. The second section deals with internal formation and is tied into wider social changes. The assent and naturalization of homosexuality is outlined where the possibilities of a gay market emerge. This is then also reflected through film. The final section deals with one of the present preoccupations when dealing with the gay male market, which is the aspect of identity through consumption. This is shown to tie into present wider concerns with the dominance of consumption as the mediator of identity.

Journal

Consumption Markets and Culture – Taylor & Francis

Published: Jun 1, 2005

Keywords: Markets; Market Making; Gay Economy; Social Construction

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