For several years now, a disturbing phenomenon has been occurring, namely, the increasingly close relationship between the marketplace and LGBT communities. This is disturbing for both conservative groups and critical activists. On the one hand, it is said that the overpowering omnipresence of neoliberalism undermines traditional social structures, tearing down outdated customs and prejudices in its aim to keep society up to date with democratic and liberal cultural ideals. On the other hand, from a more anti-establishment point of view, it is evident that neoliberalism has no progressive cultural political program, and that it is able to coexist without any real problem with authoritarian regimes and repressive environments. Interest in these minority communities is merely economic and expresses a characteristic of neoliberalism, that is, the tireless expansion towards new consumer niches.<\/p>\n
This gaypitalism<\/em> or pink capitalism builds its genealogy from the first underground venues for homosexuals and lesbians at the end of the 19th century to the bars that served as meeting places or were the epicenter of revolts in the second half of the 20th century, consolidated and expanded within the last decades. Among the factors that explain this transition from the margins to mainstream are, for example, a greater LGBT public visibility, the passing of progressive laws and the increase in purchasing power that allows the development of consumption patterns initially enjoyed only by the white cisgender gay men of the upper-middle class but which has currently been extended to other LGBTQI+ groups, especially with the rise of personal electronic devices and information networks and data personalization, which work under a dual dynamic of expression and, at the same time, an expanding categorization of subjectivity.<\/p>\n This process is probably linked to transformations both in capital and in the dynamics of business marketing. On the one hand, the neoliberal turn of capitalism in the 1970s and 80s implied a shrinking of government and a greater privatization of social services, and the market began to be seen as a provider of social welfare.[1]<\/sup><\/a>Brian Ca\u00f1izares. \u201cLa responsabilidad social empresarial como estrategia de reproducci\u00f3n social\u201d(Corporate Social Responsibility as a Social Reproduction Strategy.) In: Revista C\u00e1tedra … Continue reading<\/span><\/span><\/span>