Drag as Marketplace (eBook)

Contemporary Cultures, Identities and Business

Mikko Laamanen, Mario Campana, Maria Rita Micheli, Rohan Venkatraman, Katherine Duffy (Herausgeber)

eBook Download: EPUB

2024 | 1., First Edition
226 Seiten
Bristol University Press (Verlag)
978-1-5292-3746-7 (ISBN)

Infos

Today drag has an unprecedented mass cultural appeal. Reaching far beyond traditional queer venues and audiences into the mainstream, it has evolved into a booming industry worth millions of dollars. Drag is art, politics, lifestyle and entertainment all in one. Yet, studies examining its market value as a product, brand or consumption practice remain scarce. This interdisciplinary collection fills that void, exploring the intersection of drag and markets. Written by an international group of scholars exploring cases from Europe, Asia and the US, this will be a key resource for anyone curious about drag s social, political and economic impact.

Autor

Mikko Laamanen is Research Professor at Consumption Research Norway, Oslo Metropolitan University. Mario Campana is Senior Lecturer in Marketing at the School of Management, University of Bath. Maria Rita Micheli is Associate Professor in Strategy at IESEG School of Management. Rohan Venkatraman is Lecturer in Marketing at the Birmingham Business School, University of Birmingham. Katherine Duffy is Senior Lecturer in Marketing at the Adam Smith Business School, University of Glasgow.

Inhalt

Introduction: What are Marketplace Cultures of Drag? - Mikko Laamanen, Maria Rita Micheli, Mario Campana, Rohan Venkatraman and Katherine Duffy
Part 1: Politicising Drag Identities
The Neoliberal ‘Ru-presentation’ of Drag as a Key to Success and Acceptance - Luigi Squillante
Drag is not Womanface - Paul Haynes
Part 2: Marketising Drag
Crafty Queens: Meaning Co-Creation Between Drag Performers and Brands through Artisanal Framing - Alina Both, Raian Razal and Rohan Venkatraman
Legitimation Spill Over in the Berlin Drag Scene: From Conflict to Collaboration - Pia Seimetz and Jan-Hendrick Bucher
Perceptions and Behaviours of Non-Fan Consumers of Cosmetics Products Endorsed by Drag Celebrities in Japan - Binh Nghiêm-Phú
Part 3: Digitising Drag
Cybernetic Drag: Embodiment, Technology and Digital Drag Performance in the United States During the COVID-19 Pandemic - Shayne Zaslow
Drag Social Media Influencers as Opinion Leaders, Their Role in Persuading and Promoting Drag Entertainment - Khyati Jagani
Conclusion: Studying Drag Marketplace Cultures: Critical Reflections and Future Directions - Mario Campana, Rohan Venkatraman, Katherine Duffy, Mikko Laamanen and Maria Rita Micheli
Epilogue
10. Kinky Boots: Reflections on Making and Marketing Tubular Sex - Pauline Maclaran
11. Reflections on the Business, Consumption and Performance of Contemporary Drag - Mark McCormack

Produkt-Details

• Erscheint lt. Verlag: 28.11.2024
• Verlagsort: Bristol
• Sprache: englisch
• Maße: 160 x 160 mm
• Themenwelt: Kunst / Musik / Theater ► Theater / Ballett
• Themenwelt: Sozialwissenschaften ► Kommunikation / Medien ► Journalistik
• Themenwelt: Sozialwissenschaften ► Kommunikation / Medien ► Medienwissenschaft
• Themenwelt: Sozialwissenschaften ► Soziologie ► Gender Studies
• Themenwelt: Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb
• Schlagworte: consumption • drag • Market • Materiality • Politics • Practice
• ISBN-10: 1-5292-3746-7 / 1529237467
• ISBN-13: 978-1-5292-3746-7 / 9781529237467