FROM THE CLOSET TO THE MARKET: CAPITALISM AND THE COMMERCIALIZATION OF LGBT+ IDENTITIES

Abstract

The purpose of this article is to analyze how contemporary capitalism in crisis has appropriated the LGBT+ agenda for marketing purposes, that is, how the agenda of identities covered by the discourse of citizenship actually meets the assumptions of its transformation into a commodity. The text is theoretically grounded in Marxism, especially in the theory of the Expanded State of Antônio Gramsci and of the precariat in Ricardo Antunes and Rui Braga. Methodologically, the article was constructed from a CNN journalistic article that led the investigation to the websites of the LGBTI+ Business and Rights Forum and of some companies and consultancies, in order to map their organic intellectuals, the publications and events organized by them and the relations between civil society and political society, as well as between the latter and the wider public opinion. The sources used were located in these digital media of class entities representing the capitals.