Queer theory is an interdisciplinary theoretical perspective whose core subject matter is the analysis of the heteronormative structure of social order, that is, the institutionalized normative assumptions about a binary order of gender (that humans fall into either a male or a female gender category) and about het-erosexuality as the only normal and “natural” form of sexuality. Rather than being a standpoint theory of queers or about queer sexualities, it aims to investigate how heteronormativity operates in all areas of social life including areas that are normally not seen as terrains of sexuality. Consequently, such a perspective also opens up consumption and consumer culture to queer analysis.

However, queer perspectives in the study of consumer culture are not well developed as yet. Equally, queer studies have ...

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