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.

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Bibliographic Details

Title: Drag as Marketplace
Publisher: Bristol University Press, GB
Publication Date: 2024
Language: English
ISBN 10: 1529237440
ISBN 13: 9781529237443
Binding: Hardback
Condition: New

About this title

Synopsis

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.

About the Authors

Mikko Laamanen is Research Professor at Consumption Research Norway, Oslo Metropolitan University.

Mario Campana is Senior Lecturer in Marketing at the School of Management, University of Bath.

Maria Rita Micheli is Associate Professor in Strategy at IESEG School of Management.

Rohan Venkatraman is Lecturer in Marketing at the Birmingham Business School, University of Birmingham.

Katherine Duffy is Senior Lecturer in Marketing at the Adam Smith Business School, University of Glasgow.

"About this title" may belong to another edition of this title.

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