Speech and Rhetorical Studies Commons^™

Assimilating Through Consumption: A Rhetorical History Of The Early Years Of The Advocate, Cora Beth Butcher-Spellman

Graduate Theses and Dissertations

This thesis uses analysis of constitutive rhetoric and queer archival methods to examines how The Advocate used assimilationist rhetoric and consumerist rhetoric in fundamentally anti-democratic ways to consolidate the form of ideal gay consumer-citizenship. Focusing on the first three years of the publication, I utilize queer theory and theories of citizenship and political economy to explain how The Advocate’s rhetoric and mainstream success allowed the publication to normalize a limited and politically weak gay identity. This thesis argues The Advocate’s rhetoric of exclusion, authority, and consumerism were three central features shaping ideal gay consumer-citizenship as most available to people who …