There’s No Such Thing as a Gay Bar: Co-Sexuality and the Neoliberal Branding of Queer Spaces

Abstract

Gay bars have historically functioned as communal spaces for the LGBTQ+ community. Because of neoliberalism, LGBTQ+ acceptance continues to rise as “post-gay’’ discourses, coupled with the inclusion of heterosexual audiences, have repositioned gay bars as inclusive spaces. In this study, we explore how the meaning of “gay bar” is communicatively negotiated. Specifically, we employed a co-sexuality lens with spatiality to understand how the “gay bar brand” is constructed and perceived. We used ethnographic methods including observation, 25 semi-structured interviews, and documents at two gay bars in a Midwestern college town. We demonstrate how gay bars, through neoliberal branding, reopened the meaning of gay bars as spaces for “all” sexualities. Three tensions emerged: (1) who gay bars are for (queer or general communities); (2) sexual autonomy (contested meanings around “safety” and “being yourself”); and (3) viable marketing (tension between “community” and “commodification”). This study contributes to the literature on sexuality, space, and branding by moving beyond utopian depictions of gay bars. Instead, it encourages scholars to understand the bars as destabilized and contested queer spaces.