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The present article aims at exploring the relations between the homosexual movement and the segmented consumption market directed at such public in Sao Paulo. Starting with the social drama analyzed in the text, which involves militant homosexuals and transvestites, the so-called actors of such segmented market, and the attending public, we intend to delineate ways to understand these relations, as well as some processes related to the constitution of the political subject of the homosexual movement in a context of both multiplication of identifying categories and destabilization of this subject.

"Cada macaco no seu galho?": poder, identidade e segmentação de mercado no movimento homossexual