Gay welfare and the dandy: dialogues among performativities, consumption and stereotypes in reality television series Queer Eye

Abstract

We aim to understand on this investigation how the performativities built in reality television series, Queer Eye, promote what we rate as “gay welfare”. The media phenomenom make itself visible by the contemporary dandy figure: stereotype attributed to gay men, which aim to assert themselves as subjects by consumption We understand consume as subjective, social, cultural and political expressions, in the context of the pink money rush, a market niche directed to LGBTI + community (Lesbian, Gay, Bisexual, Transsexual / Transvestite, Intersexual). We also understand the role of the media in this market establishment, as well as contribute to the promotion on stereotyping, by the formation of “gay welfare”. The research is developed by the analysis of the content streamed, by two available seasons of the reality television series. As theoretical axis we use Judith Butler (2003) to approach the performative acts relative to consumption, Michel Foucault (2018) and Eve Sedgwick to understand homossexuality subscribed in power speeches (2007), Muniz Sodré (2011) to approach the media technological mutation as an auspicious scenario for a more refined type of consumption, Grant McCracken (2007) and Daniel Miller (2007) to understand consumption relations in its symbolic dimension, besides Richard Dyer (1999) to discuss about the stereotypes streamed on the series. From the research it was possible to realize pink money beyond the market logic, whereas Queer Eye gives visibility to LGBTI schedule also positions stereotypes considering the social, economical, political and cultural aspects of the subjects.

Keywords: Consumption. Pink money. Queer Eye.