Drag as Marketplace

Name: Drag as Marketplace
Price: 57.95 AUD
Availability: OutOfStock
ISBN: 9781529237450

Contemporary Cultures, Identities and Business

Mikko Laamanen (Oslo Metropolitan University), Mario Campana (University of Bath), Maria Rita Micheli (IESEG School of Management) , Rohan Venkatraman (University of Birmingham)

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Paperback

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English

Bristol University Press
19 May 2026

Other performing arts; Popular culture; Media studies; Sales & marketing; Media, information & communication industries

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, this will be a key resource for anyone curious about drag’s social, political and economic impact.

Edited by: Mikko Laamanen (Oslo Metropolitan University), Mario Campana (University of Bath), Maria Rita Micheli (IESEG School of Management), Rohan Venkatraman (University of Birmingham), Katherine Duffy (University of Glasgow)
Imprint: Bristol University Press
Country of Publication: United Kingdom
Dimensions: Height: 234mm, Width: 156mm,
ISBN: 9781529237450
ISBN 10: 1529237459
Pages: 226
Publication Date: 19 May 2026
Audience: Professional and scholarly , General/trade , Undergraduate , ELT Advanced
Format: Paperback
Publisher's Status: Active

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.

Reviews for Drag as Marketplace: Contemporary Cultures, Identities and Business

“Drag’s commercial crossover raises complicated questions about what happens to gendered performance, bodies, and queer politics under the marketplace's embrace. This much-needed volume addresses them with charisma, uniqueness, nerve, and talent.” Joshua Gamson, University of San Francisco