There is a tendency under capitalism system to reduce everything to a kind of commodity fetish, and this order tends to promote extremely conventional and uniform expressions of gender and sexuality in order to promote certain products and lifestyle choices that are commercialized. This necessarily entails a capitulation to heteronormativity, or in the case of the new gay movement, a "homonormativity" that doesn't stray far from the heterosexual paradigm. Anyone who questions these normative values and conventions is subject to disapproval, hostility, or even violence.
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