Love is love is love is love: From flaktivism to consumer activism in LGBTQ+ communities

This article explores the complex intersections of visibility, identity and consumer activism in LGBTQ+ communities. While the purchase of consumer goods may serve important functions for identity construction and increasing awareness, it also raises concerns about commodification and the effectiveness of consumer activism. Beginning with a description of support for LGBTQ+ communities following the massacre at the Pulse nightclub, the discussion moves to a brief history of different modes of consumer activism. Next, Herman and Chomsky’s Propaganda Model (PM) is presented, adapted and then applied to LGBTQ+ consumer activist commodities with a focus on the role of flak. Distinct from other forms of consumer activism, flaktivism refers to the merging of flak with activism. Key issues surrounding identity formation and raising awareness are integrated into questions of LGBTQ+ visibility and the importance of symbolic values generated through consumption practices. The article concludes with a critique of the limitations of flaktivism and calls for the advancement of LGBTQ+ civil and human rights.