Abstract

This paper is concerned with the different forms of pleasure and identification activated in the consumption of dominant and subcultural print media. It centres on an analysis of the lesbian visual pleasures generated through the reading of fashion editorial in the new lesbian and gay lifestyle magazines. This consideration of the lesbian gaze is contrasted to the lesbian visual pleasures obtained from an against the grain reading of mainstream women's fashion magazines. The development of the lesbian and gay lifestyle magazines, in the context of the pink pound, produces a situation in which an eroticized lesbian visual pleasure is the overt remit of the magazine, rather than a clandestine pleasure obtained through a transgressive reading of dominant cultural imagery. In contrast to the polysemic free-play of fashion fantasy by which readers produce lesbian pleasure in the consumption of mainstream magazines, responses to the fashion content in the lesbian magazine Diva suggest that in a subcultural context readers deploy a realist mode of reading that demands a monosemic positive images iconography. The article uses the concept of subcultural competency to consider the different ways lesbians read mainstream and subcultural print media and suggests that the conflict over Diva‘s fashion spreads may be linked to changing patterns of identification and the use of dress for recognizability.