LGBTIQ+ struggles, consumer society and intersectionality: LGBT Pride Day in Shangay magazine

Authors

  • Ane Zaballa Totorika Universitat de València

DOI:

https://doi.org/10.7203/eutopias.26.27568

Keywords:

LGBTIQ , consumer society, gender, pride, intersectionality.

Abstract

This paper analyzes the representation of the LGTBIQ+ community from the approach of intersectional studies, with the aim of identifying advertising techniques and strategies in relation to the LGBTIQ+ public in the context of consumer society. To this end, the case study focuses on the analysis of the representation of the LGBTIQQ+ community in images of the «Pride Special» issues of Shangay magazine between 2017 and 2022. Thus, the text is meant as an accounting of such identities and the ways in which each of them are presented, thereby identifying the interests that lie in advertising and mercantile terms, and their contribution (or lack thereof) to the visibilization of the collective in a diverse and inclusive way.

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Author Biography

Ane Zaballa Totorika, Universitat de València

Ane Zaballa Totorika (Galdakao, 1999) holds a degree in Law and International Relations from the University of Deusto, Spain. She holds a master’s degree in New Journalism, Political Communication and Knowledge Society from the University of Valencia. Her research interest focuses mainly on the fields of multiculturalism, gender and sexuality studies, and on political communication. Her Bachelor’s thesis focused on the communication via social networks by European entities and organizations involved in the migration crisis; in her Master’s thesis she analyzed from an interesectional perspective the representation of the LGBTIQ+ community in the media in the context of consumer society. She has experience as an internship student in various social entities such as Mundubat Foundation; she also has experience in the management of projects on gender and feminism, for the Anti-AIDS Committee of Valencia, and in the development of awareness campaigns in communication.

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Published

2023-12-29

How to Cite

Zaballa Totorika, A. (2023). LGBTIQ+ struggles, consumer society and intersectionality: LGBT Pride Day in Shangay magazine. EU-topías. A Journal on Interculturality, Communication, and European Studies, 26, 53–70. https://doi.org/10.7203/eutopias.26.27568
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Issue

Vol. 26 (2023)

Section

PERSPECTIVES

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