Mode har inget kön : Föreställningar om HBTQIA+ -personer i Zalandos reklam

Sammanfattning: In this study I examine what conceptions of LGBTQIA+ people that are represented in Zalando’s advertising campaigns for unisex fashion. This study was conducted with critical discourse analysis with multi modal features on two of Zalando’s unisex themed campaigns from 2022. The analyzed material consisted of one landing page and one commercial from each campaign from Zalando.se. The main conclusion from the analysis is that there is a strong neoliberal and identity political discourse throughout the campaigns that calls for self-fulfillment through consumption and consumption as a means for liberty from oppression due to your gender identity, gender expression or sexual orientation and to become your “most authentic self”. In critical theory the recontextualization of discourse from social movements (the LGBTQIA+ movement) to the market is weakening the former meaning due to the new context. This phenomenon is called pink washing or woke capitalism which means that businesses use social and political movements and marginalized groups to build their brand. Both Marxists and social constructionists would argue that liberation from oppression is not to be conceived within this global capitalism.