Core Stigma and the Consumption of Rupaul’S Drag Race

We explore RuPaul’s Drag Race as a stigmatized brand which has built its success on the active spectacularization of its core stigma. Focusing on how consumers generate discourses triggering acceptance and how the brand fuels these, we demonstrate how stigmatized discourses become a brand resource.


Mario Campana, Kat Duffy, and Maria Rita Micheli (2020) ,"Core Stigma and the Consumption of Rupaul’S Drag Race", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 246-247.


Mario Campana, Goldsmiths, University of London
Kat Duffy, University of Glasgow
Maria Rita Micheli, IESEG School of Management, Paris


NA - Advances in Consumer Research Volume 48 | 2020

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