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The purpose of this paper is to explore how gay men manage their identities both within and outside the gay community by drawing on post-gay discourses, which surmise stigma against the gay community as a thing of the past. Implementing qualitative methods, the findings show that a post-gay subjectivity is produced via a series of camouflage strategies, which enable consumers to assimilate into mainstream society, whilst acquiring cultural membership and recognition. This research illustrates how these strategies function as cultural repertoires that improve consumers’ well-being while paradoxically reproducing heteronormative power relations that exacerbate stigma and diversification both within and outside the gay community.

Cultural camouflage: how consumers perform concealment practices and blending techniques to insulate cultural membership