BETWEEN CONSCIENCE AND CAPITAL: STRATEGIC POSITIONING OF LGBT REPRESENTATIONS IN CORPORATE SPACES UNDER THE FRAMEWORK OF PINK CAPITALISM

Öz

This study critically examines how LGBT representations are strategically positioned within the business world through the lens of pink capitalism. In recent years, discourses of diversity and inclusion have become central to corporate strategies, transforming LGBT identities into both a symbol of social responsibility and a marketable asset. The article explores how companies and institutions make LGBT individuals visible primarily during specific times or under commercially favorable conditions, turning such visibility into a component of their marketing strategies. This analysis is grounded in key concepts such as rainbow washing, pinkwashing, queerbaiting, gay vague, pink capitalism, and pink tourism. The study frames LGBT individuals within the neoliberal economy in a tripartite role: as consumers, employees, and entrepreneurs, and interrogates how these roles interact with heteronormative market structures. Furthermore, it addresses how cultural codes such as lubunca are instrumentalized within localized marketing strategies. The findings suggest that corporate diversity policies function not only as mechanisms of visibility but also as tools for commodifying identities. At the same time, the LGBT community is not merely a passive object of these corporate strategies; certain segments strategically engage with market dynamics to gain economic visibility, establish presence in public space, and develop new modes of identity construction. Consequently, the strategic positioning of LGBT individuals within the market emerges as a dual process: one of commodification and one of agency.

Anahtar Kelimeler

• Rainbow Capitalism
• Pink Capitalism
• Postfordism
• LGBT
• Corporations

VİCDAN İLE CÜZDAN ARASINDA: PEMBE KAPİTALİZM BAĞLAMINDA LGBT TEMSİLLERİN İŞ DÜNYASINDAKİ STRATEJİK KONUMLANIŞI

Öz

Bu çalışma, LGBT temsillerinin iş dünyasında stratejik olarak nasıl konumlandığını pembe kapitalizm bağlamında eleştirel bir bakışla incelemektedir. Son yıllarda çeşitlilik ve kapsayıcılık söylemleri kurumsal stratejilerin merkezine yerleşmiş; LGBT kimlikleri, hem sosyal sorumluluk alanında bir duyarlılık göstergesi hem de pazarlanabilir bir değere dönüşmüştür. Bu makalede, şirketlerin ve kurumların LGBT bireyleri yalnızca belirli zamanlarda ya da ticari fayda sağlayacak koşullarda ön plana çıkararak nasıl görünür kıldığı ve bu görünürlüğü nasıl pazarlama stratejilerinin bir parçası haline getirdiği; gökkuşağı aklama (rainbow washing), pembe aklama (pink washing), kuir tuzağı (queer baiting), eş cinsel muğlaklığı (gay vague), pembe kapitalizm (pink capitalism) ve pembe turizm (pink tourism) gibi kavramlar çerçevesinde incelenmektedir. Çalışmada LGBT bireylerin neoliberal ekonomi içinde tüketici, çalışan ve girişimci olarak üçlü bir konumda ele alınması, bu konumların heteronormatif piyasa yapılarıyla olan ilişkisini sorgulamak açısından temel dayanak noktasını oluşturmaktadır. Ayrıca, lubunca gibi kültürel kodların yerel pazarlama stratejilerinde nasıl araçsallaştırıldığı da tartışmaya dâhil edilmiştir. Sonuç olarak bu makale, kurumsal çeşitlilik politikalarının yalnızca görünürlük sağlama değil, aynı zamanda kimliği metalaştırma işlevi gördüğünü ortaya koymaktadır. Buna karşılık, LGBT topluluğu yalnızca kurumsal stratejilerin edilgen bir nesnesi değil; özellikle bazı gruplar, piyasa dinamiklerini kendi lehlerine kullanarak ekonomik görünürlük elde etme, toplumsal alanda yer edinme ve yeni kimlik biçimleri oluşturma süreçlerinde etkin bir özne olarak rol almaktadır. Sonuç olarak, piyasa içindeki stratejik konumlanış, LGBT bireyler açısından hem bir araçsallaştırma zemini hem de özneleşme imkânı olarak iki yönlü bir işlev taşımaktadır.

Anahtar Kelimeler

• Gökkuşağı Kapitalizmi
• Pembe Kapitalizm
• Postfordizm
• LGBT
• Şirketler

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