At home with their queerness: same-sex relationality and the Indian family in advertising media

Singh, Pawan 2017, At home with their queerness: same-sex relationality and the Indian family in advertising media, Feminist Media Studies, vol. 17, no. 5, pp. 721-736, doi: 10.1080/14680777.2017.1298144.

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Title At home with their queerness: same-sex relationality and the Indian family in advertising media
Author(s) Singh, PawanORCID iD for Singh, Pawan
Journal name Feminist Media Studies
Volume number 17
Issue number 5
Start page 721
End page 736
Total pages 16
Publisher Routledge
Place of publication Abingdon, Eng.
Publication date 2017-09-03
ISSN 1468-0777
Keyword(s) queerness
media visibility
Summary The legal battle around the reform of Section 377 of the Indian PenalCode brought the provisional decriminalization of homosexuality in2009, which was overturned by the Supreme Court of India in 2013.Queer politics in India thus stands at a critical juncture regardingthe goal to foster social acceptance of LGBT individuals. This paperoffers an analysis of two recent media representations in India—a gaymatrimonial ad and an online advertisement for an ethnic apparelbrand featuring a lesbian couple—to demonstrate how the Indianfamily is emerging as an important arbiter of queer relationality. Thenegotiation of same-sex relations within the familial is premisedon bourgeois notions of class, caste and gender, an ideologicalnormativity that queer of color critique and queer theory havefoundationally put up resistance to. This paper goes beyond the queerand feminist critiques of gender and class normativity to suggestthat queer visibility in the Indian context is being negotiated not inopposition to, but through, the mandates of the familial.
Language eng
DOI 10.1080/14680777.2017.1298144
Field of Research 169999 Studies In Human Society not elsewhere classified
1699 Other Studies In Human Society
HERDC Research category C1 Refereed article in a scholarly journal
Copyright notice ©2017, Informa UK
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Document type: Journal Article
Collections: Faculty of Arts and Education
School of Humanities and Social Sciences
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