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

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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Work Title 'More coming out, bigger market': Queer visibility and queer subjectivity in the Chinese pink market
Access
Open Access
Creators Shuzhen Huang; Terrie Wong
Version number 1
Keyword affect; transnational queer discourse; queer subjectivity; queer visiblity; Chinese pink market
License All rights reserved
Work Type Journal
Publisher Queer Studies in Media & Popular Culture
Publication Date September 1, 2019
Publisher Identifier (DOI) https://doi.org/10.1386/qsmpc_00013_1
Deposited February 16, 2021 09:04

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Work History

Version 1
published

  • Created
  • Added Creator Terrie Wong
  • Updated Keyword, Publisher, Publisher Identifier (DOI) Show Changes
    Keyword
    • affect, transnational queer discourse, queer subjectivity, queer visiblity, Chinese pink market
    Publisher
    • Queer Studies in Media & Popular Culture
    Publisher Identifier (DOI)
    • https://doi.org/10.1386/qsmpc_00013_1
  • Added Creator Shuzhen Huang
  • Updated Creator Shuzhen Huang
  • Updated Creator Terrie Wong
  • Added Terrie Wong QSMPC Accepted Manuscript_2019.pdf
  • Updated License Show Changes
    License
    • https://rightsstatements.org/page/InC/1.0/
  • Published