Drag as Marketplace
Contemporary Cultures, Identities and Business
Edited by Mikko Laamanen, Mario Campana, Maria Rita Micheli, Rohan Venkatraman and Katherine Duffy
Published
Nov 1, 2024Page count
240 pagesISBN
978-1529237443Dimensions
234 x 156 mmImprint
Bristol University PressPublished
Nov 1, 2024Page count
240 pagesISBN
978-1529237467Dimensions
234 x 156 mmImprint
Bristol University Press
Drag as Marketplace
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.
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.
1. Introduction: What Are Marketplace Cultures of Drag? – Mikko Laamanen, Mario Campana, Maria Rita Micheli, Rohan Venkatraman and Katherine Duffy
Part 1: Politicising Drag Identities
2. The Neoliberal ‘Ru-presentation’ of Drag as a Key to Success and Acceptance – Luigi Squillante
3. Drag is Not Womanface – Paul Haynes
Part 2: Marketising Drag
4. You’re Doing Drag Whether You Know it or Not: Meaning Co-Creation Through Artisanal Practice – Raian Razal and Alina Both
5. Doing Drag in Berlin: The Legitimation of Drag Queens, Tunten, and Drag King – Johanna Gollnhofer and Pia Seimetz
6. Perceptions and Behaviours of Non-Fan Consumers of Cosmetics Products Endorsed by Drag Celebrities in Japan – Binh Nigiem-Phu
Part 3: Digitising Drag
7. Cybernetic Drag: Embodiment, Technology, and Digital Drag Performance in the United States During the COVID-19 Pandemic – Shayne Zaslow
8. Drag Social Media Influencers as Opinion Leaders and Their Role in Persuading and Promoting Drag Entertainment – Khyati Jagani
9. Conclusion – Mikko Laamanen, Mario Campana, Maria Rita Micheli, Rohan Venkatraman and Katherine Duffy
10. Epilogue
