Gralona

Everyone in this world is just living their lives, each with their own complex needs and desires and interests and emotions. They all have hobbies and friends and families and favorite foods. They all have their own motivations and varying political opinions and views on their governments. They all weigh the risks of standing out or speaking up and they all make their own decisions about that.

They all fear the same in times of danger. They all feel grief and pain and terror the same. They all love and hate and bleed the same.

If you’ll all pardon my Americentrism for a moment, the amount, visibility, and flamboyance of Pride merch available in clothing, home goods, and comestibles stores is a DIRECT reflection of how safe it is to be queer in public in the United States.

How? Simple. Out groups aren’t profitable. If you’re not “acceptable” in the current social climate, big franchise businesses will not market to you. (Prime example - Look how quickly Target dropped all their Pride merch after having been wall-to-wall rainbows every June for almost a decade prior.)

Sure, capitalism sucks and being viewed as an exploitable marketing demographic isn’t a fun concept.

HOWEVER.

The grim truth is that being normalized enough to be considered profitable by corporations IS A GOOD THING in terms of the barometer of social acceptance.

Same thing goes for smaller businesses that throw kitschy Pride events or even just put a token rainbow flag in the window or somewhere inside the shop. That’s a level of acceptance that DID NOT EXIST thirty years ago, and I can tell you because I was there.

The fact that we can scoff and bitch about being an exploitable marketing demographic nowadays means we have made GIGANTIC strides since the 1990s. It also speaks to the fact that the drive and the conversation surrounding LGBTQ+ rights and acceptance are continuing. And getting louder.

You can be cynical about it if you want. But I will take a store that puts out lip-service rainbow merch over a world that pretends we don’t exist any day of the week. Because that will always mean something.

Yet, when they start being included, they are like “well, that’s just capitalism taking advantage of us, so it doesn’t count.” Like, you can’t use your EXCLUSION from something as evidence of general societal marginalization and then claim that once you’ve started to be included, it is politically meaningless. You don’t really get to have it both ways. That’s moving the political goal posts.

I get that we shouldn’t consider Target pride merchandise as like the pinnacle of queer politics or even the pinnacle of queer inclusion. I get that inclusion in capitalist intuitions is a very ambivalent form of social progress. But the truth is, capitalism is a big part of what creates our social reality right now (unfortunately).

Capitalism makes TV shows, and movies, and books, and ads, and greeting cards, and toys, and clothing, and, and…

When every single aspect of commercial social reality excludes queerness, that DOES create a real sense of social alienation. I don’t love that capitalism is responsible for creating so much of our collective social reality. But granting that it does, I think we’re forced to accept that our inclusion in it IS politically and socially important.