Heterotopias of Emerging Same-Sexuality: Spaces and Places of Consumption Among Young Female Consumers “Coming Out of the Closet”

Andreas Pantazopolous , Bradford University, UK
Shona Bettany, Bradford University, UK
Living within the high tension zone of the negotiation of non-traditional identities is to navigate intensely charged flows of power and knowledge in which consumption objects and activities can act as grounding and /or transformatory nodes. The consumption activities and objects enfolded into the “coming out of the closet” process, taken here to mean ontological oscillations both generative and constitutive of the negotiation of a non-heterosexual identity, have profound parts to play in formations of subjectivity. In this paper we explore how such consumption activities and objects co-emerge with negotiations of sexuality among young women engaging in same-sex relations for the first time. In doing this we not only develop the knowledge base around young female consumers during sexual identity process negotiation, but also present the concept of heterotopias (Foucault 1986) as a challenge to the accepted process models of “coming out of the closet” and which has the potential to inform consumer research and progress consumer theory on this group.
[ to cite ]:
Andreas Pantazopolous and Shona Bettany (2010) ,"Heterotopias of Emerging Same-Sexuality: Spaces and Places of Consumption Among Young Female Consumers “Coming Out of the Closet”", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 678-679 .