Towards (and beyond) LGBTQ+ studies in marketing and consumer research

Coffin, Jack; Eichert, Christian; Nölke, Ana-Isabel

doi:10.4337/9781788115384.00017

Cited by 30 publications

(42 citation statements)

References 57 publications

(116 reference statements)

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“…As such, these men chose to emplace the vast majority of their consumption in 'gay ghettos' in order to avoid discrimination, stigma, and even violence elsewhere. However, the emplacement patterns of such consumers have altered as social attitudes to sexuality have changed (Coffin et al, 2019), highlighting the importance of process theorizing for CCT researchers (Giesler and Thompson, 2016).…”

Section: Places or Emplacement?mentioning

confidence: 99%

The Möbius strip of market spatiality: mobilizing transdisciplinary dialogues between CCT and the marketing mainstream

Coffin

Chatzidakis

2021

AMS Rev

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This paper develops the Möbius strip as an ‘ordering theory’ (Sandberg and Alvesson, 2020) that brings CCT studies into dialogue with mainstream marketing approaches. The aim is to work toward a transdisciplinary understanding of market spatiality, a topic that has become increasingly important for theorists and practitioners (Warnaby and Medway, 2013; Castilhos et al., 2016; Chatzidakis et al., 2018). Building on psychosocial interpretations of the Möbius strip as a ‘tactical’ way of thinking, a range of insights and ideas are organized along a single strip of theorization. This paper maps a continuous plane of logic between the concepts of space, place, emplacement, spatiality, implacement, and displacement. The potential applications of the Möbius strip are then demonstrated by showing how the transdisciplinary topic of ‘atmosphere’ can be theorized from multiple perspectives. The paper concludes by exploring how the Möbius strip might also be employed in other areas of marketing theory and practice, potentially generating further transdisciplinary conversations between CCT and the marketing mainstream.

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Section: Places or Emplacement?mentioning

confidence: 99%

The Möbius strip of market spatiality: mobilizing transdisciplinary dialogues between CCT and the marketing mainstream

Coffin

Chatzidakis

2021

AMS Rev

Self Cite

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“…As testified by Coffin et al (2019), "progress is rarely linear and uniform, and legal equality does not necessarily equal everyday socio-symbolic equality" (p. 284); hence, one should not assume that all categories pass through an even development. Such an evolutionist view would eradicate what is contradictory in historical processes, replacing it with the idea that development is a linear progress.…”

Section: Discussionmentioning

confidence: 99%

Seeing the invisible: brand authenticity and the cultural production of queer imagination

Södergren

Vallström

2021

AAM

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PurposeThe twofold aim of this theory-building article is to raise questions about the ability of queer cinema to transform market culture and ideologies around gender and sexuality. First, the authors examine how the very capitalization of queer signifiers may compromise the dominant order from within. Second, the authors address how brands possibly can draw on these signifiers to project authenticity.Design/methodology/approachThrough visual methods of film criticism and the semiotic analysis of three films (Moonlight, Call Me By Your Name and Portrait of a Lady on Fire), the authors outline some profound narrative tensions addressed by movie makers seeking to give an authentic voice to queer lives.FindingsBrands can tap into these narrative attempts at “seeing the invisible” to signify authenticity. False sublation, i.e. the “catch-22” of commodifying the queer imaginaries one seeks to represent, follows from a Marcusean analysis.Practical implicationsIn more practical terms, “seeing the invisible” is proposed as a cultural branding technique. To be felicitous, one has to circumvent three narrative traditions: pathologization, rationalization and trivialization.Originality/valueIn contrast to Marcuse's pessimist view emphasizing its affirmative aspects, the authors conclude that such commodification in the long term may have transformative effects on the dominant ideology. This is because even if something is banished to the realm of imagination, e.g. through aesthetic semblance, it can still be enacted in real life.

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“…LGBTQ+ marketing arose as it includes a broader target group with further orientations (Kuga, 2019). Family images and constellations are being redefined, and the LGBTQ+ community is being given more and more representation (Coffin et al, 2019;Witeck, 2014). Due to the (hitherto) low level of media coverage of people in the community, prejudices, myths and possibly fears, due to ignorance on the part of the majority of society, potentially prevail, but LGBTQ+ marketing could possibly break and neutralise this issue.…”

Section: Theoretical Underpinning and Literature Reviewmentioning

confidence: 99%

Portraying gender in external marketing communication, using the example of a fair fashion label

2021

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The topics of gender and sustainability are firmly anchored within a social discourse. Based on both factors, customers are placing demands on companies and have specific ideas on how they should be represented in advertising. The case study presented herein combines these two topics and examines the portrayal of gender in the external marketing communication of the fair fashion label ARMEDANGELS. By analysing individual Instagram publications, the case study identifies how the topic is generally portrayed on the company’s channel. Furthermore, the perspectives of customers are determined through conducted interviews. When comparing the two sides, it becomes apparent that customers mostly approve of the attempt to break with conservative gender roles as well as an equal representation of the male and female personas. In addition to expanding the theoretical considerations of the triple bottom line as well as the S-O-R model, we derive recommendations for ARMEDANGELS and for other companies in the fashion industry. For customer retention purposes, companies should therefore focus on aligning the sexes, breaking with the general gender binary and integrating LGBTQ+ communities in future marketing measures.

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Towards (and beyond) LGBTQ+ studies in marketing and consumer research

Cited by 30 publications

References 57 publications

The Möbius strip of market spatiality: mobilizing transdisciplinary dialogues between CCT and the marketing mainstream

The Möbius strip of market spatiality: mobilizing transdisciplinary dialogues between CCT and the marketing mainstream

Seeing the invisible: brand authenticity and the cultural production of queer imagination

Portraying gender in external marketing communication, using the example of a fair fashion label

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