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