Selling out: the gay and lesbian movement goes to market

Key Points

• This analysis explores how the gay and lesbian movement incorporates market dynamics and advertising into its advocacy efforts.
• Examined the role of the gay and lesbian press in promoting consumer culture.
• Analyzed the effectiveness of boycotts in enhancing movement goals.
• Discussed the impact of advertising on the identity of the movement.
• Advertising plays a significant role in shaping perceptions of the gay and lesbian movement.
• Boycotts have been a tool for economic justice but come with complexities regarding funding.
• Shift from identity politics towards economic considerations has changed the movement’s focus.