Beyond the fringe? Market desirability and alternative sexuality in advertising news

Research output: Book chapter/Published conference paperChapter (peer-reviewed)peer-review


This chapter contributes a sociological qualitative content analysis (QCA) of discourse in all advertising news articles (henceforth “advertising articles”) published between September 2014 and September 2015 in The New York Times (henceforth, TNYTimes). The interpretive analysis examines social meanings created in conjunction with bisexual, gay, intersex, lesbian, queer, transsexual, or transgender keyword appearance. The research question is, How do TNYTimes’ advertising news articles present non-heterosexuality? Critical feminism, social inequality, and critical discourse analysis (CDA) literatures inform exploration of imagery, ideas, and knowledge produced about nonheterosexuality. Much literature discusses identity politics and intersectionality (Jones, Misra, and McCurley 2013). Although this chapter contributes to intersectionality literature by highlighting the complexity and limitations of representing gender/sexuality as isolated, reified social constructs, I adopt “nonheterosexuality” as the imperfect term to represent all sexuality/gender expression other than traditional heterosexuality. Readers may consult the National Lesbian and Gay Journalists Association’s reference guide for detailed definitions.
Original languageEnglish
Title of host publicationFeminist perspectives on advertising
Subtitle of host publicationWhat's the big idea?
EditorsKim Golombisky
Place of PublicationLanham, Maryland
PublisherLexington Books
Number of pages27
ISBN (Electronic)9781498528337
ISBN (Print)9781498528320
Publication statusPublished - 2019


Dive into the research topics of 'Beyond the fringe? Market desirability and alternative sexuality in advertising news'. Together they form a unique fingerprint.

Cite this