Are We Killing the Boys Harshly? The Consumption of the Male Gaze in Queer Pages

Abstract

This study provides a social-text analysis of advertising images in queer publications which represent the new millennium up until 2008 in order to explore gaze theory in a queer context by answering the research question, “How have queer men represented themselves to themselves in the new millennium through the queer male gaze?” Inspired by Jean Kilbourne’s study of the image of women in advertising, this research project examines queer, millennial visual advertising images to explore the creation of normative queer behavior, identity, representation and the possible effects of those images on queer male consumers. A brief examination of previous work concerning male gaze as well as visual culture studies and their connection to Kilbourne’s work is addressed within the study. Further, this study discusses the concept of a bi-textual existence for the queer consumer in which identity is constructed from both an out-group (heteronormative) and in-group (homonormative) milieu. The theoretical foundation establishes that the queer male is placed in a hostile visual position—one where he is the dominating and dominated visual signifier in queer culture. Utilizing a stratified random sampling method, 293 images were coded to explore the research objective of constructing what the millennial queer gaze consisted of within full page advertisements in the queer specific publications of Gay Times, Genre, Instinct, and The Advocate. The results of the analysis construct a toxic visual world for the queer consumer dominated by narrow representations, sexual discourse, discriminating ideologies, and a dangerous repetition of heteronormative, hierarchical social structure found in the patriarchal gaze.