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

Yıl 2025, Cilt: 15 Sayı: 29, 1 - 33, 26.06.2025

Burak Acar , Muhammet Negiz , Ömer Miraç Yaman

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

Kaynakça

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

Yıl 2025, Cilt: 15 Sayı: 29, 1 - 33, 26.06.2025

Burak Acar , Muhammet Negiz , Ömer Miraç Yaman

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

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  • Özkaplan, N. (2015). Hizmet sektöründe duygusal emek ve toplumsal cinsiyet. TTB Mesleki Sağlık ve Güvenlik Dergisi, 15(56), 15-21.
  • Öztürk, M.B. & Tatlı, A. (2016). Gender identity inclusion in the workplace: broadening diversity management research and practice through the case of transgender employees in the UK, The International Journal Of Human Resource Management, 27(8), 781-802, DOI: 10.1080/09585192.2015.1042902
  • Pepin-Neff, Christopher L. (2021). LGBTQ Lobbying in The United States. Milton Park, Abingdon, Oxon; New York, NY: Routledge.
  • Pichler, S., Blazovich, J.L., Cook, K.A., Huston, J.M, & Strawser, W.R.(2018). Do LGBT-supportive corporate policies enhance firm performance? Hum Resour Manage. 57, 263– 278. https://doi.org/10.1002/hrm.21831
  • Priola, V., Lasio, D., De Simone, S. & Serri, F. (2014). The sound ofsilence: Lesbian, gay, bisexual and transgender discrimination in inclusive organizations. British Journal of Management, 25,488–502.
  • Pudaruth, S., Juwaheer, T.D. & Seewoo, Y.D. (2015). Gender-based differences in understanding the purchasing patterns of eco-friendly cosmetics and beauty care products in Mauritius: a study of female customers”, Social Responsibility Journal, 11(1), 179-198. https://doi.org/10.1108/SRJ-04-2013-0049
  • Raeburn, N.C. (2004). Lesbian and Gay Workplace Rights: Changing Corporate American from Inside Out. Minneapolis, MN: University of Minnesota Press.
  • Rudnicka, A. & Reichel, J. (2023). CSOs’ perception of corporate activism on the LGBT community in Poland. Business and Human Rights Journal, 1-7. http://dx.doi.org/10.1017/bhj.2023.14
  • Rusell, E.B. & Viggiani, P.A. (2018). Understanding Differences and Definitions. In: Dentato MP (eds.) Social Work And Practice With LGBTQ Communities, Oxford University Press, 2018: 14-21.
  • Saklı, A. R. (2013). Fordizm’den Esnek Üretim Rejimine Dönüşümün Kamu Yönetimi Üzerindeki Etkileri. Elektronik Sosyal Bilimler Dergisi, 12(44), 107-131.
  • Saxena, T. (2021, 21 Ekim). Is gay window advertising out of the closet?. Deccan Herald. https://www.deccanherald.com/sunday-herald/sh-top-stories/is-gay-window-advertising-out-of-the-closet-1063836.html
  • Sayın, A. & Özbay, E. (2020). İş dünyası çeşitlilik ve kapsayıcılık rehberi: insan onuruna yakışan iş ve çalışma ortamlarının tesisi. https://www.globalcompactturkiye.org/wp-content/uploads/2020/11/%C4%B0%C5%9F-D%C3%BCnyas%C4%B1-%C3%87e%C5%9Fitlilik-ve-Kapsay%C4%B1c%C4%B1l%C4%B1k-Rehberi-2.pdf
  • sba.gov. (2022). LGBTQ-owned businesses. Business Guide. https://www.sba.gov/business-guide/grow-your-business/lgbtq-owned-businesses
  • Schulman, S. (2011, 22 Kasım). ‘Pinkwashing’ and Israel’s use of gays as a messaging tool. The New York Times. https://www.nytimes.com/2011/11/23/opinion/pinkwashing-and-israels-use-of-gays-as-a-messaging-tool.html
  • Scolaro, B. (2020). LGBTI and the sustainable development goals: fostering economic well-being, LGBTQ Policy Journal.
  • Sears B., Mallory C.& Hunter N. (2011). Economic motives for adopting LGBT-related workplace policies. Working paper, The Williams Institute, UCLA.
  • Segers, G. (2021, 10 Haziran). Senate could expand LGBTQ protections with equality Act . CBS News. https://www.cbsnews.com/news/equality-act-lgbtq-protection-bill-senate/
  • Sen Çal Kapımı. (2022). Küçük Bir Kolileme İşi. YouTube. https://www.youtube.com/watch?v=Z-Q8lFX1APw&ab_channel=Sen%C3%87alKap%C4%B1m%C4%B1
  • Sender, K. (2004). Business, not politics : the making of the gay market. New York: Columbia University Press.
  • Shafie, G. (2015). Pinkwashing: Israel’s ınternational strategy and ınternal agenda. Kohl: A Journal for Body and Gender Research, 1(Summer), 82-86. http://dx.doi.org/10.36583/KOHL/1-1-11
  • Steiger, R. L. & Henry, P. J. (2020). LGBT workplace protections as an extension of the protected class framework. Law and Human Behavior, 44(4), 251–265. https://doi.org/10.1037/lhb0000418
  • Stroude, W. (2020). The Secret Language Used by LGBTQ People in Turkey. Attitude, https://www.attitude.co.uk/life/travel/the-secret-language-used-by-lgbtq-people-in-turkey-301464/
  • Suen, Y., Chan, R. & Badgett, M. (2021). The experiences of sexual and gender minorities in employment: evidence from a large-scale survey of lesbian, gay, bisexual, transgender and ıntersex people in China. The China Quarterly, 245, 142-164. http://dx.doi.org/10.1017/S0305741020000429
  • Takefman, B. (2023). The Effects Of Globalization On Economic Development, https://researchfdi.com/resources/articles/the-effects-of-globalization-on-economic-development/ Tar, Y. (2017). En Sevdiğin Lubunca Kelime Ne?, https://kaosgl.org/haber/en-sevdigin-lubunca-kelime-ne
  • Telford, T. (2023). How queer went corporate: the 50-year evolution of LGBTQ+ marketing, busines. The Washington Post, https://www.washingtonpost.com/business/2023/06/16/lgbt-marketing-advertising-history-pride-month/
  • The United States Census Bureau. (2023), U.S. and world population clock, https://www.census.gov/popclock. Toksöz, G. (2007). İşgücü piyasasının toplumsal cinsiyet perspektifinden analizi ve bölgeler arası dengesizlikler. Çalışma ve Toplum, 4(15), 57-79.
  • Tunç, A. & Göksel, K. (2020). ABD’de başlıca lobiler ve faaliyetleri. Route Educational & Social Science Journal, 7(12), 197-214. http://dx.doi.org/10.17121/ressjournal.2847
  • Tutar, Ü., & Çamlıbel, F. (2022). Tüketici Tercihini Etkileyen Tüketici Değer Algısının Kavramsal Boyutları. Balıkesir Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 3(1), 47-58.
  • Uğrak, U. & Uğurluoğlu, Ö. (2020). Mavi okyanus stratejisi ve sağlık sektörü uygulamaları üzerinde bir çalışma. Manisa Celal Bayar Üniversitesi Sosyal Bilimler Dergisi, 18(2), 245-261. http://dx.doi.org/10.18026/CBAYARSOS.643784
  • Uluköy, M. & Demireli, C. (2014). Cinsiyetin girişimcilik profili üzerine etkisi: erkek girişimcilik ve kadın girişimciliğin karşılaştırmalı analizi. Journal of Management and Economics Research, 12(22), 47-55. https://doi.org/10.11611/JMER245
  • un.org. (2023). Sürdürülebilir kalkınma amaçları | Türkiye’de birleşmiş milletler. Türkiye Sürdürülebilir Kalkınma Amaçları Çalışmalarımız. https://turkiye.un.org/tr/sdgs
  • Wang P. & Schwartz, J. (2010). Stock price reactions to GLBT nondiscrimination policies. Human Resource Management 49(2): 195–216.
  • Wangpimoon, H. (2017). The impact of brand image and customer values upon buying decisions and brand loyalty of hotels in the Thai tourist industry: A case study of gay men purchasing decision in the Thailand metropolitan districts (Master’s thesis, Bangkok University). http://dspace.bu.ac.th/bitstream/123456789/2495/3/hatsadee.%20wangpimoon.pdf
  • Whittle, S., & Turner, L. (2021). Trans kapsayıcı işyerleri: İşverenler ve işletmeler için kılavuz ilkeler. 17 Mayıs Derneği. https://www.17mayis.org/images/publish/pdf/trans-kapsayici-isyerleri-isverenler-ve-isletmeler-icin-kilavuz-ilkeler-11-11-2021.pdf
  • Wolny, N. (2022, October 28). Here’s when you should actually be marketing to LGBTQ consumers. Entrepreneur. https://www.entrepreneur.com/starting-a-business/how-to-market-to-lgbtq-consumers/437779
  • Yağcı, M. İ. & İlarslan, N. (2010). Reklamların ve cinsiyet kimliği rolünün tüketicilerin satın alma davranışları üzerindeki etkisi. Doğuş Üniversitesi Dergisi, 11(1), 138-155.
  • Yeh, L. (2018). Pink capitalism : perspectives and implications for cultural management. Prospectiva i Anàlisi de Projectes Culturals II içinde (ss. 1-25).
  • Yeniçeri, T. & Özal, H. (2016). Tüketici karar verme tarzlarının cinsiyet kimliğine göre incelenmesi. Pazarlama Ve Pazarlama Araştırmaları Dergisi, 9(18), 135-168.
  • Yıldız, S. (2018). “Pembe turizm” üzerine genel bir değerlendirme. Avrasya Sosyal ve Ekonomi Araştırmaları Dergisi, 5(7), 58-74.
  • Yılmaz, T. (2009). Türkiye’nin Kullanamadığı Stratejik Güç; Lobicilik… TASAM: Türk Asya Stratejik Araştırmalar Merkezi, https://tasam.org/tr-TR/Icerik/1109/turkiyenin_kullanamadigi_stratejik_guc_lobicilik%E2%80%A6
  • Zappulla, A. (2017, 14 Ocak). The simple reason why so many businesses support LGBT rights. World Economic Forum. https://www.weforum.org/agenda/2017/01/why-so-many-businesses-support-lgbt-rights/
Toplam 128 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Konular Bütünleşik Pazarlama İletişimi, Sanayi ve Çalışan İlişkileri, Girişimcilik
Bölüm Makaleler
Yazarlar

Burak Acar 0000-0003-4765-3319

Muhammet Negiz 0000-0002-6939-7742

Ömer Miraç Yaman 0000-0001-9989-8575

Yayımlanma Tarihi 26 Haziran 2025
Gönderilme Tarihi 8 Mayıs 2024
Kabul Tarihi 6 Ağustos 2024
Yayımlandığı Sayı Yıl 2025 Cilt: 15 Sayı: 29

Kaynak Göster

APA Acar, B., Negiz, M., & Yaman, Ö. M. (2025). VİCDAN İLE CÜZDAN ARASINDA: PEMBE KAPİTALİZM BAĞLAMINDA LGBT TEMSİLLERİN İŞ DÜNYASINDAKİ STRATEJİK KONUMLANIŞI. Karadeniz Teknik Üniversitesi Sosyal Bilimler Enstitüsü Sosyal Bilimler Dergisi, 15(29), 1-33.
AMA Acar B, Negiz M, Yaman ÖM. VİCDAN İLE CÜZDAN ARASINDA: PEMBE KAPİTALİZM BAĞLAMINDA LGBT TEMSİLLERİN İŞ DÜNYASINDAKİ STRATEJİK KONUMLANIŞI. KTÜSBD. Haziran 2025;15(29):1-33.
Chicago Acar, Burak, Muhammet Negiz, ve Ömer Miraç Yaman. “VİCDAN İLE CÜZDAN ARASINDA: PEMBE KAPİTALİZM BAĞLAMINDA LGBT TEMSİLLERİN İŞ DÜNYASINDAKİ STRATEJİK KONUMLANIŞI”. Karadeniz Teknik Üniversitesi Sosyal Bilimler Enstitüsü Sosyal Bilimler Dergisi 15, sy. 29 (Haziran 2025): 1-33.
EndNote Acar B, Negiz M, Yaman ÖM (01 Haziran 2025) VİCDAN İLE CÜZDAN ARASINDA: PEMBE KAPİTALİZM BAĞLAMINDA LGBT TEMSİLLERİN İŞ DÜNYASINDAKİ STRATEJİK KONUMLANIŞI. Karadeniz Teknik Üniversitesi Sosyal Bilimler Enstitüsü Sosyal Bilimler Dergisi 15 29 1–33.
IEEE B. Acar, M. Negiz, ve Ö. M. Yaman, “VİCDAN İLE CÜZDAN ARASINDA: PEMBE KAPİTALİZM BAĞLAMINDA LGBT TEMSİLLERİN İŞ DÜNYASINDAKİ STRATEJİK KONUMLANIŞI”, KTÜSBD, c. 15, sy. 29, ss. 1–33, 2025.
ISNAD Acar, Burak vd. “VİCDAN İLE CÜZDAN ARASINDA: PEMBE KAPİTALİZM BAĞLAMINDA LGBT TEMSİLLERİN İŞ DÜNYASINDAKİ STRATEJİK KONUMLANIŞI”. Karadeniz Teknik Üniversitesi Sosyal Bilimler Enstitüsü Sosyal Bilimler Dergisi 15/29 (Haziran 2025), 1-33.
JAMA Acar B, Negiz M, Yaman ÖM. VİCDAN İLE CÜZDAN ARASINDA: PEMBE KAPİTALİZM BAĞLAMINDA LGBT TEMSİLLERİN İŞ DÜNYASINDAKİ STRATEJİK KONUMLANIŞI. KTÜSBD. 2025;15:1–33.
MLA Acar, Burak vd. “VİCDAN İLE CÜZDAN ARASINDA: PEMBE KAPİTALİZM BAĞLAMINDA LGBT TEMSİLLERİN İŞ DÜNYASINDAKİ STRATEJİK KONUMLANIŞI”. Karadeniz Teknik Üniversitesi Sosyal Bilimler Enstitüsü Sosyal Bilimler Dergisi, c. 15, sy. 29, 2025, ss. 1-33.
Vancouver Acar B, Negiz M, Yaman ÖM. VİCDAN İLE CÜZDAN ARASINDA: PEMBE KAPİTALİZM BAĞLAMINDA LGBT TEMSİLLERİN İŞ DÜNYASINDAKİ STRATEJİK KONUMLANIŞI. KTÜSBD. 2025;15(29):1-33.

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