Pride or For Profit?

Abstract

In this essay I aim to critically conceptualise postmodern theories that facilitate the commercialisation of Pride. In doing so, I examine the contemporary intersection between commodification, neoliberalism and globalisation, thus exploring the detrimental manifestation of hegemonic cultural production. Furthermore, I explore to what extent do identity politics, the postmodern spectacle and the fetishisation of activism enable the commodification of the rainbow flag. Finally, I present the counter-progressive effects the collaboration of these critiques has on Pride, concluding that the authentic essence of the celebration becomes alienated from its true radical meaning.