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Drag as Marketplace

Contemporary Cultures, Identities and Business
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Brief Description
Today drag has an unprecedented mass cultural appeal. Reaching far beyond traditional queer venues and audiences into the mainstream, it has evolved into a booming industry worth millions of dollars. Drag is art, politics, lifestyle and entertainment all in one. Yet, studies examining its market value... Read More
Format: Paperback / softback
$13400
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Today drag has an unprecedented mass cultural appeal. Reaching far beyond traditional queer venues and audiences into the mainstream, it has evolved into a booming industry worth millions of dollars.

Drag is art, politics, lifestyle and entertainment all in one. Yet, studies examining its market value as a product, brand or consumption practice remain scarce. This interdisciplinary collection fills that void, exploring the intersection of drag and markets.

Written by an international group of scholars exploring cases from Europe, Asia and the US, Drag as Marketplace will be a key resource for anyone curious about drag’s social, political and economic impact.

Book Details

INFORMATION

ISBN: 9781529237450

Publisher: Bristol University Press

Format: Paperback / softback

Date Published: 19 May 2026

Country: United Kingdom

Imprint: Bristol University Press

Illustration: 6 Tables, black and white; 5 Illustrations, black and white

Contributors:

  • Edited by Mikko Laamanen
  • Edited by Mario Campana
  • Edited by Maria Rita Micheli
  • Edited by Rohan Venkatraman
  • Edited by Katherine Duffy

Audience: General / adult, Professional and scholarly

DIMENSIONS

Width: 156.0mm

Height: 234.0mm

Weight: 0g

Pages: 226

Collections

Arts & Culture Business & Entrepreneurship Education & Reference LGBTQ+ Marketing & Sales Non-Fiction Science & Nature

About the Author

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.

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