TOKENISM OR INCLUSION? SYMBOLIC BOUNDARIES BETWEEN "US" AND "THEM" IN THE POLISH QUEER COMMUNITY'S RECEPTION OF LGBT+ ADS
TOKENISM OR INCLUSION? SYMBOLIC BOUNDARIES BETWEEN "US" AND "THEM" IN THE POLISH QUEER COMMUNITY'S RECEPTION OF LGBT+ ADS
Author(s): Julia WalczakSubject(s): Gender Studies, Sociology of Culture, Marketing / Advertising
Published by: Instytut Studiów Politycznych PAN
Keywords: symbolic boundaries; inclusive marketing; tokenism; LGBT+; advertisement;
Summary/Abstract: LGBT+ representation in advertising elicits diverse reactions, influenced by social identity, cultural norms, and individual beliefs. In Poland, where LGBT+ rights remain a contested issue, such portrayals can generate both acceptance and resistance. This study examines how members of the Polish queer community respond to LGBT+ advertisements, using Social Identity Theory and symbolic boundaries as analytical frameworks. Based on focus group interviews with 13 participants, the findings reveal tensions between the need for authentic representation and concerns about tokenism and corporate motives. Applying Constructivist Grounded Theory, the study highlights how queer individuals navigate these portrayals, offering insights into media, identity, and inclusive marketing in polarized societies.
Journal: Kultura i Społeczeństwo
- Issue Year: 69/2025
- Issue No: 4
- Page Range: 173-188
- Page Count: 16
- Language: English
