I’ve written a lot in the past few years on how gay identity has been commodified as it has concomitantly become ‘respectable’ and divorced from the wider social justice movement which was once integral to it. As I wrote here:
With each progression of ‘the gays’ into a target market the concept has become more and more banal, more removed from the complicated taint of meaningful politics and messy humanity, more homogeneous and more offensive. We become a bunch of fabulous creatures who want nothing more than to be patronised. Patted on the head and told that we deserve to be treated like everyone else – not because of any crazy concepts like human rights, of course, but rather because gays are amazing and deserve good stuff. We’re now at the stage where any 2013 edition of ‘Marketing 101’ would have to feature an early section called ‘Patronise the gays’.
I’ve also written about how “flattering the victimhood” of the “right kind” of queer (the white, cisgender, middle-class kind) has become its own industry. All of these strands come together in the quite staggering case of Ellen Degeneres and a company called ‘Shutterfly’ gifting $10,000 to two ‘Youtube star’ model twin brothers because they filmed a coming out video ‘for their dad’.
There is no aspect of this that doesn’t cause me to shake my head in disbelief despite myself. These two professional models apparently moved to LA to ‘try and make it’, which in itself already suggests they’re not exactly on the poverty line. Prior to their appearance on Ellen they had Instagram and Youtube accounts which were already very popular (by the usual standards of these things), no doubt due to their almost exclusive focus on the pretty faces of these two men rather than their profound thoughts. I find it difficult, then, to find their ‘coming out’ video as anything other than them attempting to commodify their sexuality in order to boost their profile. This isn’t particularly ‘out there’ for two guys who are already commodities in a myriad of ways but it speaks to that peculiarly 21st century blend of marketing, liberalism and ‘othering’ which typifies ‘The Gay Angle’. In this instance we have another element – confessional social media. It wasn’t enough for these men to tell their dad that they were gay – it had to be filmed, shared with millions of people and it had to be presented as an inspirational story. The packaging is so clichéd that I find it impossible to believe that the twins (or at least their management) weren’t aware of the increasing tendency for ‘coming out’ Youtube videos to go viral, just as any celebrity or public figure who comes out instantly becomes a heroic figure (as long as they’re easy to patronise and don’t make anyone uncomfortable). They’re the ‘right kind’ of queer making the right noises: these handsome professional models, living in LA and by their own account out to almost everyone in their lives are still victims. It’s tragic! Oh society, won’t someone think of the models in LA?!
Of course I can’t particularly berate these guys for doing what they can to get attention, especially when they clearly understand the cynical, dynamic power of ‘coming out’ (if packaged in the right way) far more than most of the media does. It was predictable that there would be a rush to congratulate them, to reward them, to confer ‘bravery’ upon them. It was somewhat less predictable that they’d be catapulted to The Ellen Show where they’d have money thrown at them by a stationery company. It’s almost a perfect storm of ‘gay as commodity’. The twins market themselves as appealing, brave gay victims. People rush to pat them on the head. Then talk shows and companies want in on the action, to be associated with this ‘model gay’ (pun intended).
On Twitter the user @PayItForward87 pointed out the absurdity of ‘helping’ the twins, contrasting their position with the rates of homeless LGBT youth and disproportionate rates of violence faced by queer people of colour and transgender people.
It’s true, of course – that $10,000 could have made a real difference. Yet this neglects the fact that the Youtube video would never have gone viral, and the twins would never have ended up on Ellen, if it had included issues of race, poverty, homelessness and violence against transgender people. These issues are viewed as political. They’re viewed as messy, not least because they break down the neat distinctions between the ‘nice brave gay’ and the ‘nice tolerant liberal’ and instead implicate all of us. The twins feed into a homogenous conception of ‘gay identity’ which is stripped of all political content or context – indeed, they’re viewed in essentialist terms as being pre-political identities, almost new born babies in terms of their place in the world. We can be certain that if even these articulate middle-class white models had built their Youtube following by speaking about ‘radical’ politics, their coming out would not have reached far.
It’s incumbent on all of us, then, who do not wish to be packaged, patronised and apolitical to recognise this shit for what it is and to reject it. A vision of Oprah Winfrey shouting ‘You’re gay, YOU GET A CAR! You’re gay, YOU GET A CAR! CARS FOR ALL THE GAYS!’ doesn’t seem particularly outlandish right now. And while it might be nice to get a free car, that is a profound degradation of our humanity and a deeply counter-productive attitude which cements us, as queers, as people to be tolerated as long as we behave ourselves, allow ourselves to be patronised and act grateful for it. We are not marketing opportunities.