Abstract
'Queer Eye for the Straight Guy. Five gay men. Out to take over the world. One straight guy at a time''. This is what people hear and read when watching the show commonly called Queer Eye. What do gay people do to ''take over the world''? The emergence of this kind of show seems to reveal the existence of a specific gay lifestyle, which has material implications. Are they just trends or is there an actual gay consumer culture? While conducting some research to answer this question, another interesting concept surged: social acceptance. This led me to wonder: To what extent does the emergence and recognition of a gay consumer culture lead to an increased social acceptance of homosexuality? To answer this problematic, it first seemed relevant to analyze the gay consumer culture through two prisms: the perception of both gay and straight people of the gay consumer culture, and the actual comparison of both ways of consuming. Secondly, a better understanding of the commoditization of gay consumption habits by marketers and the theorization of their practices by resorting to Veblen, Schor, Twitchell or Bourdieu, was necessary.
