Communities, commodities, cultural space, and style

This article explores the interconnections between queer communities and cultural space(s) in the context of style. Visibility issues and politics have become important to gay communities in the U.S. Gays and lesbians use clothing and appearance style to signal membership in or separation from specific cultures or communities. Within commodity capital, the heuristic categories of 'subculture' and 'target market' describe space or spaces that gays and lesbians occupy, and often occupy differently, based on self positionality within gay cultures, within commodity capital, and in relation to gender-specific discourse. Based on in-depth interviews with 60 lesbians and gays, this paper illuminates the ambivalences gays and lesbians express in embracing 'subculture' and 'target market' as categories to establish differences and fashion identities within the current cultural economy.