Penñaloza L
College of Business, University of Colorado, Boulder 80309-0419, USA.
J Homosex. 1996;31(1-2):9-41. doi: 10.1300/J082v31n01_02.
This paper draws from studies of social movements, consumer culture, and postmodern cultural theory to argue that gays and lesbians constitute a viable market segment in the U.S. Marketing practices targeting gays and lesbians are then critically analyzed, with attention to their impact on the U.S. market, on individual gays and lesbians, and on gay/lesbian communities. While marketing incorporation of gays and lesbians offers a strong sense of legitimation in capitalist society, these marketing representations tend to provide a somewhat distorted perspective of gay and lesbian life and culture, and for this reason merit serious critical attention.
本文借鉴了社会运动、消费文化和后现代文化理论的研究成果，认为男同性恋者和女同性恋者在美国构成了一个可行的市场细分群体。随后，本文对针对男同性恋者和女同性恋者的营销实践进行了批判性分析，关注其对美国市场、个体男同性恋者和女同性恋者以及同性恋社区的影响。虽然将男同性恋者和女同性恋者纳入营销在资本主义社会中提供了一种强烈的合法化感，但这些营销表现往往对同性恋生活和文化提供了一种有些扭曲的视角，因此值得认真的批判性关注。
