Globalized Queerness: Identities and Commodities in Queer Popular Culture

Has a global queer popular culture emerged at the expense of local queer artists? In this book, Helton Levy argues that global queer culture is indebted to specific, local references that artists carry from their early experiences in life, which then become homogenized by contemporary media markets. The assumption that queer publics live and consume only through a global set of references, including gay parades and rainbow flags, for example, erases many personal complexities. Levy revisits media characters that have caught the attention of the broader public – such as Calamity Jane (1953), the Daffyd Thomas character from the BBC comedy Little Britain (2003-2007), Brazilian drag queen Pabblo Vittar, French singer Christine and the Queens, and the Italian-Egyptian rapper Mahmood – and argues that they have gradually blended in the public's perception. This has often obscured the individual struggles faced by these characters, such as immigration, homophobia, poverty and societal exclusion. Levy also questions what happens when global media flows take queer culture to regions wherein the notion of LGBTQ+ rights are not entirely acceptable. Utilizing insights from media reports published across the world's ten biggest media markets, Levy argues that there are a series of conditions which artists and cultural actors negotiate once they achieve any kind of success in mainstream media, while local queer references remain unseen in the wider media world. For that reason, he argues for stronger incentives for communities to accept and acknowledge the work of queer people before and after commoditization.

Helton Levy is lecturer in digital and visual media at London Metropolitan University. He is the author of The Internet, Politics, and Inequality in Contemporary Brazil: Peripheral Media (2018) and several articles on gender, media, and digital culture.

Claire Nally is Associate Professor of Modern and Contemporary Literature in the Department of English Literature, Linguistics and Creative Writing at Northumbria University, UK. She is the author of Steampunk: Gender, Subculture and the Neo-Victorian (Bloomsbury, 2019), co-editor or Bloomsbury Library of Gender and Popular Culture and Deputy Editor (including reviews) of the open access journal C21 Literature.

Angela Smith is Professor of Language and Culture at the University of Sunderland, UK. She has written numerous articles and book chapters on media discourses, gender, the portrayal of immigrants and the representation of politicians.