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'More coming out, bigger market': Queer visibility and queer subjectivity in the Chinese pink market

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The transnational circulation of Euro-American queer discourse affects queer subjectivity in local contexts. Through a case study of the Rainbow Love wedding competition, this article unravels the interplay between transnational queer politics, queer affect and the economy of visibility in the emerging pink market to explore how they shape the queer landscape in mainland China. Rainbow Love demonstrates how recent queer visibility in Chinese media manifests as a narrative commodity that is embedded in consumerism and in colonialist sexual discourse. By exploiting post-Cold War anxiety in mainland China, Rainbow Love invites affective identification and produces an 'ideal' queer subjectivity in the Chinese pink market: cosmopolitan, mobile and middle-class queers who desire and can afford luxury consumption. We argue that such queer visibility in the Chinese pink market has become a regulatory force on Chinese queer subjects despite the liberatory narratives that are advocated in the mass media.
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Keywords: China; affect; pink market; subjectivity; transnational queer discourse; visibility

Document Type: Research Article

Affiliations: 1: 0000000106342763 Bloomsburg University of Pennsylvania 2: 0000000121512636 Arizona State University

Publication date: September 1, 2019

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  • Queer Studies in Media & Popular Culture (QSMPC) is a refereed academic journal devoted to the study of representations and expressions of queerness in its various forms. International in scope and representing a wide variety of disciplinary and interdisciplinary approaches, it publishes scholarship on topics at the intersection of media/popular culture and queerness in gender/sexuality. QSMPC invites articles and artwork pertaining to queerness in media and popular culture, as well as reviews pertaining to recently released queer media artifacts.
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