Keywords
queer
fandom
heterotopia
netnography
How to Cite
Abstract
Purpose – This study explores how Brazilian fans of RuPaul's Drag Race (RPDR) construct a heterotopia of queer fandom through online interactions.
Theoretical framework – We position our study within consumer culture theory (CCT), integrating research on queer consumer cultures and the participatory culture of fandoms. We also draw on Foucault's concept of heterotopia to guide our conceptualization.
Design/methodology/approach – The study employed netnography based on one year of data from X (formerly Twitter).
Findings – Three dimensions that shape a queer fandom heterotopia were identified: desire for the extraordinary, reflecting fans' desire to transcend routine consumption; care for the collective, emphasizing community building and engagement; and sharing self-promotions, exhibiting creative identities and self-representations.
Practical and social implications – Our results demonstrate how queer media consumers create heterotopic spaces through consumption practices within participatory fan cultures that challenge oppressive social norms. They also highlight the active role of fans in subverting media narratives and constructing spaces that, while not utopian, can help ensure the survival of queer subjectivities. Ultimately, these heterotopias increase visibility, safety, and support for LGBTQIAPN+ communities, offering clear practical and social insights.
Originality/value – This study addresses a gap in current CCT research by examining the under-explored consumption of RPDR in Brazil. It offers a rich empirical case that advances theories about global media flows and transcultural fandoms. Furthermore, our conceptualization adds value by demonstrating how interactions between queer media fans contribute to the normalization of queerness within the online fandom environment, simultaneously empowering fans to act beyond its immediate confines.
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