Pink Pound and Dorothy Dollar
http://news.bbc.co.uk/1/hi/business/142998.stm
Pink Pound in Uk / Dorothy Dollar in USA are names given to campaigns that commercially target LGBTQ communities as buying powers. Advertising campaigns are crafted to target them with commercial products that respond to the specific categorized identity of identifying with the LGBTQ. Money earned from that specific category is called Pink Money or Dorothy Dollar. It is estimated “that £70 billion pink pounds are earned and spent by LGBT Q people in the UK every year.” It is an example of using the immaterial as well as the material power of currency to accumulate and correspond to capitalistic modes of production.
drawing on this specific example, I hear recall the quote from his book, titled” Saint Paul: The Foundation of Universalism, 2003) relevant:
“Each identification (the creation or cobbling together of identity) creates a figure that provides a material for its investment by the market. There is nothing more captive, so far as commercial investment is concerned, nothing more amenable to the invention of new figures of monetary homogeneity, than a community and its territory of territories. What inexhaustible potential for mercantile investments in this upsurge-taking the form of communities demanding recognition and so-called cultural singularities-of women, homosexuals, the disabled, Arabs! And these infinite combinations of predicative traits, what a god-send! Black homosexuals, disabled Serbs, Catholic pedophiles, moderate Muslims, married priests, ecologist yuppies, the submissive unemployed, prematurely aged youth! Each time, a social image authorizes new products, special magazines, improved shopping malls, “free” radio stations, targeted advertising networks, and finally, heady “public debates” at peak viewing times”. (Badiou, 2003, p. 11)
Contributed by WesamHassan on 28/01/2020
