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The Meanings of Lesbian and Gay Pride Day

Resistance through Consumption and Resistance to Consumption

Monash University

RUSSELL W. BELK

University of Utah

Lesbian and Gay Pride Day (LGPD) is investigated as a collective ritual of consumer resistance. Over the period of four years, five LGPD festivals were attended and participant observed. Furthermore, to provide a more in-depth perspective on the meanings of this celebration for consumers, forty-four gay men were interviewed about the festival. Emergent findings reveal the festival as a carnivalesque celebration of excess, a construction of authenticity, and a contested commercialized experience. Overall, we interpret LGPD as a complex, multilayered form of consumption-related cultural resistance that raises awareness of social injustice and discursively informs social meanings in everyday life outside the festival.

Journal of Contemporary Ethnography, Vol. 30, No. 4, 392-429 (2001)
DOI: 10.1177/089124101030004003


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