Last Updated on May 4, 2026 by Karl Thompson
The question above came up in the June 2023 topics in A Level Sociology paper, culture and identity section, as a 10 mark question.
Below is the Mark scheme for a top band answer only and some thoughts on how you might go about answering this question.
Mark Scheme: 8–10 marks
Answers in this band will show very good knowledge and understanding of two ways that
consumption may be related to sexuality.
There will be two applications of relevant material, eg consumption as a way of symbolising
or creating sexual identity; limited consumption choices for sexual minorities as a result of
dominance of heteronormative discourses.
There will be appropriate analysis, eg of the extent to which consumption of different types
of goods or resources may be related to sexuality.
Outline and explain two ways that consumption may be related to sexuality
What’s below is just some suggestion…..
1. Consumption as a way of constructing and expressing sexual identity
One way consumption is related to sexuality is that individuals use goods and services to construct and signal their sexual identity. Postmodern theorists such as Zygmunt Bauman argue that in late modern society, identities are no longer fixed but must be actively created. Consumption becomes a key resource for this.
For example, LGBTQ+ individuals may consume specific fashion styles, media, or attend events such as Pride festivals to express their sexuality. This links the “aestheticisation of everyday life” (Featherstone), where identity is built through lifestyle choices. Media representations (e.g. stereotypical “camp” styles identified by Richard Dyer) also provide symbolic cues which individuals may adopt or resist through consumption.
However, this relationship is not deterministic. Not all LGBTQ+ individuals choose to express their sexuality through consumption, and some may actively reject commercialised identities. This suggests consumption offers possibilities for identity construction, but does not fully determine sexuality.
2. Consumption shaped by heteronormativity and limited choices for sexual minorities
A second way consumption is related to sexuality is that patterns of consumption are structured by dominant heteronormative norms, which can marginalise non-heterosexual identities. Jeffrey Weeks argues that sexuality is socially constructed through institutions such as the law, religion and media, which historically define heterosexuality as “normal”.
This is reflected in consumer culture: many products, services and marketing campaigns assume heterosexual relationships (e.g. advertising centred on nuclear families). As a result, LGBTQ+ consumers may have restricted or niche consumption options, such as specialised venues, dating apps, or media content.
For instance, earlier media representations often led to the symbolic annihilation of LGBTQ+ identities (as shown by Stonewall research), limiting the availability of inclusive cultural products. This shapes what is available to consume and how identities can be expressed.
However, this is changing. Increasing visibility of LGBTQ+ identities in media and the growth of niche markets mean that consumption is becoming more inclusive. This suggests that while heteronormativity still influences consumption, its impact may be declining over time.
Related Posts:
Representations of sexuality in the media
Sociological theories of consumerism and consumption.
For more exam hints and tips please see my main exams page…