Drag as marketplace : contemporary cultures, identities and business / edited by Mikko Laamanen [and four others].

Format:

Book

Contributor:

Laamanen, Mikko, editor.

Language:

English

Subjects (All):

Drag shows--Social aspects.

Drag shows.

Drag shows--Economic aspects.

Drag shows--Marketing.

Physical Description:

1 online resource (xii, 213 pages) : digital, PDF file(s).

Edition:

First edition.

Place of Publication:

Bristol, England : Bristol University Press, 2025.

Summary:

Today drag has an unprecedented mass cultural appeal. Reaching far beyond traditional queer venues and audiences into the mainstream, it has evolved into a booming industry worth millions of dollars. Drag is art, politics, lifestyle and entertainment all in one. Yet, studies examining its market value as a product, brand or consumption practice remain scarce. This interdisciplinary collection fills that void, exploring the intersection of drag and markets. Written by an international group of scholars exploring cases from Europe, Asia and the US, this will be a key resource for anyone curious about drag's social, political and economic impact.

Contents:

Front Cover

Drag as Marketplace: Contemporary Cultures, Identities and Business

Copyright information

Dedication

Contents

List of Figures and Tables

Notes on Contributors

Acknowledgements

1 Introduction: What are Marketplace Cultures of Drag?

Part I Politicizing Drag Identities

2 The Neoliberal 'Ru-presentation' of Drag as a Key to Success and Acceptance

RuPaul's Drag Race and a theoretical background for its analysis

Methodology

Evidence from the data

Individualism

Self-confidence

Condemnation of idleness

Discussion

Conclusion

Notes

References

3 Drag Is Not Womanface

Identity appropriation

Womanface: appropriation of womanhood

The 'minor' in minor literature

The margins of identity

Inappropriate selling

Part II Marketizing Drag

4 Crafty Queens: Meaning Co-Creation by Drag Performers and Brands through Artisanal Framing

Theoretical framework

Artisanship and branding

Charisma and aura

Findings: drag performers as craftspeople

Transformation through skill and expertise

Charisma and vulnerability

Artisanal signalling and queering the brand

Discussion: drag performers as cultural artisans

Theoretical implications

Limitations and future research

5 Legitimation Spillover in the Berlin Drag Scene: From Conflict to Collaboration

Literature review

Context: the Berlin drag scene

Method

Data analysis

Findings

Stage 1: Conflict and rivalry - the clash between Drag Queens and Tunten

Stage 2: Collaboration and acceptance - the coming together of Drag Queens and Tunten

Stage 3: Unity and diversity - the fusion of Drag Queens and Tunten

Discussion and conclusion

Limitations

References.

Notes:

Title from publisher's bibliographic system (viewed on 11 Apr 2025).

Includes bibliographical references and index.

ISBN:

1-5292-3748-3

1-5292-3747-5

OCLC:

1469125595