Genderless Representations and Cultural Studies in a Fashion Advertising Audiovisual on Youtube

Abstract

The beginning of the new millennium brought up discussions on gender in audiovisual productions, especially those linked to gender diversity and the lgbtqia+ movement. Advertising audiovisuals, dealing with issues linked to lgbtqia+ continue to be the subject of numerous debates, and, in the fashion world, several discussions have arisen regarding non-binary people. The universe of fashion, in the new millennium, seeks to introduce a new niche with genderless fashion. This article seeks to analyze: “How genderless representations are portrayed and perceived in advertising audiovisuals, specifically in the “Lewis Hamilton | #TommyXLewis Fall 19?,” reached on Youtube digital platform. To do this, it relies on the theoretical-methodological perspective of cultural studies, associated with the methodological technique of textual analysis. This theoretical and textual analysis showed that genderless representations bring invisibility, silencing, heteronormative power, and prejudices. The production brings to light elements that try to adapt genderless and make individuals belonging to this group fit into a mainstream context, but ends up generating an effect of non-belonging. The audiovisual imposed a representation that does not match the genderless reality. Findings show that advertising audiovisuals play a significant role in re-signifying lgbtqia+ population’s representations, as long as it is associated with visibility, respect and social inclusion.