Rainbow Advertising and Media Business: A Handbook on LGBTQIA++

by Dr. Sayak Pal, Dr. Sharmila Kayal , Dr. Noveena Chakravorty, Dr. Anjuli Thawait, Dr. Umang Gupta, Sneha Agarwal, Sania Ansari, Mrs. Madhu Kumar, Rajshree Raj, Subhendu Bose, Dr. Ali Saha, Liza Sengupta Dawn, Medha Kumari, Dr. Rohit Ganguly, Annesh Bilas Thakur, Dr. Sananda Sen, Reshma. H, Saphna. M, Smutee Sandhya, Suparna Roy, Meenakshy B S, Piu Banerjee, Jasmine Felicity, Sona John, Soumen Das, Dr. Rajni Yadav, Trijit Mukherjee, Hirak Gupta, Susanna Thomas, Prof. Dr. Jyothimol P., Md. Ali Jinna

2025 · Adamas Knowledge City, Barasat

Rainbow Advertising and Media Business: A Handbook on LGBTQIA++ Going back to the history of the LGBTQIA+ community, which was formerly called ‘the gay community’ and then ‘the gay and lesbian community', it has evolved over the years. There is a struggle in every possible way, whether it is for rights, acceptance, anti-violence, identity crisis, etc. The family of minorities has expanded their boundaries that include not only Lesbians and Gays but also Bisexuals, Transexuals, Queers, Intersex, Asexual, and more. The social and behavioural changes toward the acceptance of the LGBTQIA+ community were observed long before they reached marketers and advertisers. The gradual shift of the market from the “gay market” to the “LGBT market” shows a sign of acceptance towards non-heterosexual consumers. There are a number of studies done on the LGBTQIA+ communities in various aspects; however, studying the advertisement and business perspective is imperative to explore, as a large chunk of consumers belong to the LGBTQIA+ communities. The book “Rainbow Advertising and Media Business: A Handbook on LGBTQIA++” offers a collection of concepts and perspectives on areas like the LGBTQIA+ community, Pink money, Queer consumers, Capitalist economy, Pink Economy, Gender Representation, Gender and fashion, Pinkwashing, Inclusion, Social landscape of LGBTQIA+ Communities, Political landscape of LGBTQIA+ Communities, Economic landscape of LGBTQIA+ Communities, Entrepreneurial Venture of Transgenders, Lesbian visibility in Indian advertisements, এলজিবিটি সম্পর্কিত বিজ্ঞাপনের অবদান, Stuart Hall’s Theory of Representation, Social Media and LGBTQIA+ advocacy, Rainbow Responsibility, LGBTQIA+ Rights, Queering, Representation in cinema, LGBTQ+ in Hindi Cinema, Third gender representation, Inclusivity, Evolution of LGBTQIA+, Marginalization, Mythical Validation,| Trauma and Identity, Underrepresentation, Queer Love in A Censored World, Homoeroticism, Gender and War, Queer Narratives, Women in the Mass Media, Empowerment, Embracing Queerness, Redefining Equality, Performativity, Indian Feminism and many more. Collectively, the chapters would help in understanding the different perspectives of films through the lens of the LGBTQIA+ community.