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Volume 8, Issue 2
  • ISSN: 2055-5695
  • E-ISSN: 2055-5709

Abstract

Accessing reliable and competent gender-affirming medical care is often difficult for transgender people. FOLX is a telehealth and pharmaceutical delivery start-up which launched in late 2020, primarily offering gender-affirming hormone therapy for a monthly fee. FOLX’s marketing makes extensive use of social media and online influencers, and the company frequently highlights a goal of being created ‘by and for’ transgender people. This article examines FOLX’s deployment of narratives of community, collectivity, unmet need and commercial opportunity, examining the company’s website, social media posts and media coverage and interviews with the founder. Ultimately, it argues that while the core business offering of FOLX meets a need for a marginalized and underserved population, their deployment of narratives about community support should be regarded with some scepticism. These narratives appear in some cases to co-opt community values of collectivity, mutual aid and support for the benefit of venture capital firms.

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2023-07-31
2025-03-22
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/content/journals/10.1386/qsmpc_00096_1
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  • Article Type: Article
Keyword(s): community support; critical discourse analysis; gender-affirming care; mutual aid; social media marketing; transgender community; transgender studies

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