'Woke capitalism' in 2020

Linebaugh

Well-known member
thats not too bad. of course the advertisers know what theyre doing, but queer visibility isnt synonymous with woke capital
 

Mr. Tea

Shub-Niggurath, Please
Staff member
thats not too bad. of course the advertisers know what theyre doing, but queer visibility isnt synonymous with woke capital
Not synonymous, but it is a part of it, and it's something I've noticed in adverts a lot in the last few years. Isn't it also a bit like "Here we see a typical gay, with brightly coloured hair and loads of makeup"?
 

Linebaugh

Well-known member
Not synonymous, but it is a part of it, and it's something I've noticed in adverts a lot in the last few years. Isn't it also a bit like "Here we see a typical gay, with brightly coloured hair and loads of makeup"?
Eh, perhaps, but its worth considering that feminine gay men are worthy of their own consideration, essentially an entirely different class from your cis looking gay guy in the eyes of the public. (most?) homophobia now is 'Im fine with gays as long as their not so in my face about'; Im fine with gays that don't act gay style arguments. So the colored hair/make up look feels as concerned with male femininity as it does with general male queerness in regards to representation.

Regardless though, an ice cream company throwing its hat in this ring is weird. My point was just that maybe if you took this ad out of the current zeitgeist it could be seen as innocent, where as stuff like the Lulu lemon ad earlier in the thread is gonna be suspect regardless of context.
 

Mr. Tea

Shub-Niggurath, Please
Staff member
Yeah, I'm certainly not saying it's bad or anything - I mean that would be stupid, as I have no skin in the game, so to speak. But I can see how it might annoy some gay people to be represented by this very sort of exaggerated or stereotyped image of flamboyant, feminine gayness. By the same token, flamboyant, feminine gay men might see that and say "Yes! Finally!"

As you say though, it is simply an ice cream ad trying to sell ice cream to as broad a cross-section of the public as possible, which isn't exactly sinister or sneaky.
 

Mr. Tea

Shub-Niggurath, Please
Staff member
I've just gone back and looked at the lululemon thing - good god! A commercial company, an entity that exists for the sole purpose of making money, is encouraging us to "resist capitalism"? What the fuck ever next - McDonald's teaming up with PETA?
 

Mr. Tea

Shub-Niggurath, Please
Staff member
Fortunately Raytheon has now set up RAYBAME and RAYPRIDE divisions so everyone can get involved in missile system production.
Even just... three years ago I would have read this and thought "Oh that martin, he is such a wag!"
 

boxedjoy

Well-known member
Not synonymous, but it is a part of it, and it's something I've noticed in adverts a lot in the last few years. Isn't it also a bit like "Here we see a typical gay, with brightly coloured hair and loads of makeup"?
a few years ago a local shopping centre did a Pride event and promoted it by sharing photos on their social media of the entrance to the mall painted in rainbow stripes, and it being walked on by... a straight-presenting couple holding hands
 

Mr. Tea

Shub-Niggurath, Please
Staff member
a few years ago a local shopping centre did a Pride event and promoted it by sharing photos on their social media of the entrance to the mall painted in rainbow stripes, and it being walked on by... a straight-presenting couple holding hands
Hang you, mean a man and a woman?
 

luka

Well-known member
Staff member
That 'we the people' Tommy Hilfiger thread YouTube keeps bombarding me with is driving me round the bend
 
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