Drag as Marketplace

Mikko Laamanen is Research Professor at Consumption Research Norway, Oslo Metropolitan University. Mario Campana is Senior Lecturer in Marketing at the School of Management, University of Bath. Maria Rita Micheli is Associate Professor in Strategy at IESEG School of Management. Rohan Venkatraman is Lecturer in Marketing at the Birmingham Business School, University of Birmingham. Katherine Duffy is Senior Lecturer in Marketing at the Adam Smith Business School, University of Glasgow.

1. Introduction: What are Marketplace Cultures of Drag? - Mikko Laamanen, Maria Rita Micheli, Mario Campana, Rohan Venkatraman and Katherine Duffy





Part 1: Politicizing Drag Identities





2. The Neoliberal ‘Ru-presentation’ of Drag as a Key to Success and Acceptance - Luigi Squillante


3. Drag is Not Womanface - Paul Haynes





Part 2: Marketizing Drag





4. Crafty Queens: Meaning Co-Creation Between Drag Performers and Brands through Artisanal Framing - Alina Both, Raian Razal and Rohan Venkatraman


5. Legitimation Spillover in the Berlin Drag Scene: From Conflict to Collaboration - Pia Seimetz and Jan-Hendrick Bucher


6. Non-Fan Perception and Behaviour towards Cosmetics Endorsed by Drag Celebrities in Japan - Binh Nghiêm-Phú





Part 3: Digitizing Drag





7. Cybernetic Drag: Embodiment, Technology and Digital Drag Performance in the US During the COVID-19 Pandemic - Shayne Zaslow


8. Drag Social Media Influencers as Opinion Leaders: Their Role in Persuading and Promoting Drag Entertainment in India - Khyati Jagani


9. Conclusion: Studying Drag Marketplace Cultures - Critical Reflections and Future Directions - Mario Campana, Rohan Venkatraman, Katherine Duffy, Mikko Laamanen and Maria Rita Micheli





Epilogue





10. Kinky Boots: Reflections on Making and Marketing Tubular Sex - Pauline Maclaran


11. Reflections on the Business, Consumption and Performance of Contemporary Drag - Mark McCormack