A “Post-Gay” Era? Media Gaystreaming, Homonormativity, and the Politics of LGBT Integration

Abstract

Logo, a U.S. network that launched in 2005 as an explicitly lesbian, gay, bisexual, and transgender (Lgbt) channel, has been implementing a rebranding strategy that it labels gaystreaming. Drawing from Logo's internal documents and interviews with Logo staff, I situate the development, discourses, and effects of gaystreaming against Lgbt content elsewhere, shifts toward multiplatform programming, and Lgbt mainstreaming. Alongside industrial changes in media production, the goal of attracting heterosexual women, imagined to share particular affinities with gay men, has been the key to driving Logo toward taste- and style-based reality programming. Although Logo's Web sites currently offer broader content than the channel, overall gaystreaming has remarginalized queer subjects whom Logo's earlier programming partially addressed, comprising a homonormativity predicated on discourses of consumerism, progress, and integration.

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