POINTING AT THE RAINBOW
2019 - ongoing
Abraham (2019) suggests that Lesbian, Gay, Bisexual, Transgender, Queer + (LGBTQ+) culture became ‘mainstream’ and ‘accepted’ in most of the Western countries.
National LGBT Survey (2019) reports that ‘most gay people in the UK feel uncomfortable holding hands in public.’ In the US, The Trump Administration has proposed a rule that would allow insurers and health care providers to discriminate against transgender patients. There are still countries where the LGBTQ+ community has no rights to exist and individuals can face the death penalty.
In 1969, a riot, known as the Stonewall Riots, broke out due to a police raid at the Stonewall Inn bar in New York City, awakening the gay liberation movement. The riot has become a significant symbol of resistance to social and political discrimination for the LGBTQ+ community. In the memory of the riots, a Pride event is held in New York City as in many Western cities.
Pride has become a popular event allowing the participants to celebrate and protest for love, diversity and equality. Artists such as Cher, Kylie Minogue and George Michael headlined the events in the past with businesses such as Top Shop, Costa and Pure Gym sponsoring the events.
Tatchell (2019) explains that Pride is ‘capitalism with a pink hue’ dominated by ‘big businesses sponsors and floats’ and ‘vote-seeking politicians.’ Many businesses promote themselves through Pride without giving support to the LGBTQ+ community. Popular Information and Progressive Shopper (2019) has published a report in which they stated the top companies with the most contradictory actions towards the gay community, which shows multi-thousand-dollar donations in support of anti-gay politicians in the United States.
Williams (2019) suggests that brands participate in Pride to create 'publicity' around them, rather than encourage gay liberation.