At home with their queerness: same-sex relationality and the Indian family in advertising media

Abstract

The legal battle around the reform of Section 377 of the Indian Penal Code brought the provisional decriminalization of homosexuality in 2009, which was overturned by the Supreme Court of India in 2013. Queer politics in India thus stands at a critical juncture regarding the goal to foster social acceptance of LGBT individuals. This paper offers an analysis of two recent media representations in India—a gay matrimonial ad and an online advertisement for an ethnic apparel brand featuring a lesbian couple—to demonstrate how the Indian family is emerging as an important arbiter of queer relationality. The negotiation of same-sex relations within the familial is premised on bourgeois notions of class, caste and gender, an ideological normativity that queer of color critique and queer theory have foundationally put up resistance to. This paper goes beyond the queer and feminist critiques of gender and class normativity to suggest that queer visibility in the Indian context is being negotiated not in opposition to, but through, the mandates of the familial.

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