Rainbow Advertising and Media Business: A Handbook on LGBTQIA++
About this ebook
Going back to the history of the LGBTQIA+ community, which was formerly called ‘the gay community’ and then ‘the gay and lesbian community', it has evolved over the years. There is a struggle in every possible way, whether it is for rights, acceptance, anti-violence, identity crisis, etc. The family of minorities has expanded their boundaries that include not only Lesbians and Gays but also Bisexuals, Transexuals, Queers, Intersex, Asexual, and more. The social and behavioural changes toward the acceptance of the LGBTQIA+ community were observed long before they reached marketers and advertisers. The gradual shift of the market from the “gay market” to the “LGBT market” shows a sign of acceptance towards non-heterosexual consumers. There are a number of studies done on the LGBTQIA+ communities in various aspects; however, studying the advertisement and business perspective is imperative to explore, as a large chunk of consumers belong to the LGBTQIA+ communities.
The book “Rainbow Advertising and Media Business: A Handbook on LGBTQIA++” offers a collection of concepts and perspectives on areas like the LGBTQIA+ community, Pink money, Queer consumers, Capitalist economy, Pink Economy, Gender Representation, Gender and fashion, Pinkwashing, Inclusion, Social landscape of LGBTQIA+ Communities, Political landscape of LGBTQIA+ Communities, Economic landscape of LGBTQIA+ Communities, Entrepreneurial Venture of Transgenders, Lesbian visibility in Indian advertisements, এলজিবিটি সম্পর্কিত বিজ্ঞাপনের অবদান, Stuart Hall’s Theory of Representation, Social Media and LGBTQIA+ advocacy, Rainbow Responsibility, LGBTQIA+ Rights, Queering, Representation in cinema, LGBTQ+ in Hindi Cinema, Third gender representation, Inclusivity, Evolution of LGBTQIA+, Marginalization, Mythical Validation,| Trauma and Identity, Underrepresentation, Queer Love in A Censored World, Homoeroticism, Gender and War, Queer Narratives, Women in the Mass Media, Empowerment, Embracing Queerness, Redefining Equality, Performativity, Indian Feminism and many more. Collectively, the chapters would help in understanding the different perspectives of films through the lens of the LGBTQIA+ community.
About the author
Assistant Professor, Department of Mass Communication, Faculty of Arts and Social Studies, St. Xavier’s University, Kolkata.
Dr. Sayak Pal works as an Assistant Professor at the Department of Mass Communication, Faculty of Arts and Social Studies, St. Xavier’s University, Kolkata. He has a PhD in Media and Communication from Symbiosis International (Deemed University), Pune, a PGDM from the Institute of Engineering and Management in Kolkata, along with an M.A. in Mass Communication and Journalism. He has also qualified for UGC- NET in Journalism and Mass Communication. Earlier, he was associated with the Adamas University in Kolkata, NSHM Knowledge Campus in Kolkata, Ramoji Krian Universe in Hyderabad, Symbiosis School of Media & Communication in Bengaluru, and Amity University in Kolkata. He has had a brief industry stint spanning roughly four years. He is a research enthusiast and has published his research in SCOPUS-indexed, WOS, and UGC care-listed journals, along with book chapters with international publishers (Routledge and Taylor & Francis) and several peer-reviewed journals. He also has six edited books in his list that are available on Google Books, Amazon, and Flipkart. His areas of research interest lie in advertising, sustainable communication, consumer psychology, and media economics.
Associate Professor, Department of Journalism and Mass Communication, School of media and Communication, Adamas University, Kolkata.
Associate Professor, Journalism & Mass Communication, School of Media and Communication, Admas University
Dr. Noveena Chakravorty is currently working as an Associate Professor in the Department of Journalism & Mass Communication under the School of Media and Communication at Adamas University in Kolkata. She has an experience of more than 18 years in the media academics and industry. She completed her Bachelor’s degree B.Com (Hons) and Master’s in Journalism and Mass Communication with a specialization in Radio, Television, and Films from Banaras Hindu University. She has completed a Film Appreciation Course from the prestigious Film and Television Institute of India, Pune and a Film Making course from the Indian Film Institute, Delhi. She completed her PhD. Journalism and Mass Communication in Film Studies from Adamas University. She has participated in many national and international conferences with quite a number of book chapters with international publishers (Routledge, Taylor & Francis), Scopus, UGC care and several peer-reviewed journals. She has edited seven books. As a voice artist, her films are selected for International Film Festivals – Official Selection Lift -off Global Network UK and Official Selection at Independent Video Film Festival of YouTube Art Club Pavlos Paraschakis, Greece, 2022 and other 18 national and international film festivals. Her name is included in prestigious IMDb list Noveena Chakravorty - IMDb. She has edited seven books with ISBN. She is an avid traveller and Storyteller. She travelled to more than 165 travel destinations across India and abroad. She started her journey as Travel Vlogger and Digital Content Creator. Noveena D Amateur - YouTube. She has directed and mentored many Documentary Films. Noveena Chakravorty specialised in anchoring for stage and screen. She has hosted many national level programmes as master of ceremony. She is the Recipient of National Award winner of Public Relations Society of India (PRSI) – 2023 “Communication Excellence Award” contribution of Film Making.
Associate Professor, Department of Journalism and Mass Communication, School of Media and Communication, Adamas University, Kolkata.
Dr. Sharmila Kayal is currently working as an Associate Professor with the Department of Journalism and Mass Communication under the School of Media and Communication at Adamas University in Kolkata. Before joining Adamas University, she was a full-time research scholar at Pondicherry Central University in Puducherry. There, she was a recipient of the university-accredited UGC Research Fellowship for five years. She did her Master’s degree in Journalism and Mass Communication from Ravenshaw University in Cuttack. She has actively participated in international conferences held in Dubai in 2018 and Bangkok in 2019, where her papers were published in reputed and prestigious journals. She has papers in the Indian Journal of Ecology, a NAAS-credited and Scopus-indexed journal. She also holds an additional Master’s degree in Criminology and Police Administration.
Professor, School of Gender and Development Studies, Indira Gandhi National Open University (IGNOU)
Dr. Anjuli Thawait, Domain Expert in English Communication, Uttar Pradesh State Institute of Forensic Science, Lucknow
Dr. Anjuli Thawait is currently serving as a Domain Expert in English Communication at the Uttar Pradesh State Institute of Forensic Science, Lucknow. She holds a Ph.D. in English Literature and a TEFL/TESOL certification. With over four years of interdisciplinary teaching experience across law, forensic science, and liberal arts, her academic work blends communication skills, narrative pedagogy, and emotional literacy. She has curated a digital course on literature and wellness for Mindcafe and has published in UGC-CARE and peer-reviewed journals on themes including gender, identity, and media. Her research interests include medical humanities, inclusive education, and the emotional dimensions of learning. Dr. Thawait has forthcoming chapters with Taylor & Francis and Springer, and serves as a peer reviewer for academic journals in literature and interdisciplinary education.
Assistant Professor, Department of Journalism and Mass Communication, Banasthali Vidyapith, Rajasthan
Undergraduate Student, Department of Journalism and Mass Communication, Banasthali Vidyapith, Rajasthan
Bachelor of Arts in Sociology from Royal College of Arts, Science and Commerce
She has completed my Bachelor of Arts in Sociology from Royal College of Arts, Science and Commerce (Autonomous). Like reading or writing, yand watching stand-up shows or documentaries.
Assistant Professor, Department of Journalism and Mass Communication, Banasthali Vidyapith, Rajasthan
Undergraduate student, Department of Journalism and Mass Communication, Banasthali Vidyapith, Rajasthan
State Aided College Teacher (SACT category-I), Journalism and Mass Communication. East Calcutta Girls College, West Bengal State University.West Bengal. Ph.D scholars in Mansarovar Global University, Bhopal, Madhya Pradesh.
Subhendu Bose is a faculty of Journalism and Mass Communication in ‘East Calcutta Girls College', Laketown under West Bengal State University of West Bengal. He has completed his Graduation and Master in Journalism and Mass Communication from University of Calcutta. After completing his Master Degree he started his professional career as a Reporter in popular Bengali news channel 24Ghanta. Soon after he started his career as a faculty of Journalism and Mass Communication. He has been in this profession over 15 years. In this period of time he has associated with different Governmental educational institutions as ‘Hiralal Mazumder College for Women', Dakshineswar, Womens College, Calcutta, ‘Khudiram Bose Central College; Hatibagan, Presently he is pursuing his PhD in Journalism and Mass Communication from Mansarovar Global University Bhopal, Madhya Pradesh. His areas of interest and research are media and cultural development and his main research area is media and tribal women empowerment.
Academic, University of Melbourne, Australia
Postgraduate Student, Kazi Nazrul University, Asansol.
She is a dedicated researcher known for her insightful contributions to various fields. Her work includes an aesthetic analysis of the relationship between the beloved and nature in Pablo Neruda's poetry, showcasing an interdisciplinary approach to literary studies. She has also explored the influence of Marxist Feminism on 21st-century women in the workplace, delving into critical issues of gender, class, and labor rights. With a strong academic background, Liza Sengupta Dawn's research is characterized by its rigor and commitment to exploring complex societal and cultural phenomena. Her publications reflect a broad intellectual curiosity and a keen eye for detail, making her a respected voice in contemporary scholarship.
Research Scholar, University Dept. Of English, Tilka Manjhi Bhagalpur University, Bihar
Medha Kumari, the author of present research paper is a full-time Research Scholar at University Department of English, Tilka Manjhi Bhagalpur University, Bihar. The author has completed her Post Graduation and Graduation in English from the same university. Her primary research lies in the area of revisionist study of Indian mythology. As a scholar who is working closely for gender equality, the author believes in the transformative power of literature to challenge stereotypes, foster empathy, and advocate social change. She is also interested in digital humanities and subaltern studies.
Assistant Professor, School of Creativity, Multimedia, Animation & Graphics Design, Media & Communication Studies, iLead College,Kolkata ( (Institute of Leadership, Entrepreneurship and Development), Affiliated Under Maulana Abul Kalam Azad University of Technology (MAKAUT)
Dr. Rohit Ganguly is an accomplished Academic and Media professional with over 16 years of experience spanning both academia and the media industry. Currently an Assistant Professor in the School of Creativity-Multimedia, Animation & Graphics Design, Media & Communication Studies-iLead College,Kolkata ( (Institute of Leadership, Entrepreneurship and Development) Affiliated Under Maulana Abul Kalam Azad University of Technology (MAKAUT), he has held key academic roles at institutions such as Swami Vivekananda University, Amity University Kolkata, Brainware University, and other colleges, such as Pailan Group of Colleges, Swami Vivekananda Institute of Modern Science under MAKAUT and colleges such as Vivekananda College, Thakurpukur, Bhawanipore College, Under University of Calcutta. He has also contributed to the media sector through roles at All India Radio, Times Group, and Wonderla Holidays Pvt. Ltd. Dr. Ganguly holds a PhD in Media Management from Seacom Skills University and a Research fellowship from IMS, (Under MAKAUT) Kolkata. Certified in Film Appreciation by the Govt. of West Bengal. He completed his Graduation in Journalism & Mass Communication from Asutosh College under University of Calcutta, followed by Masters in Journalism & Mass Communication from Veer Bahadur Singh Purvanchal University, A State Govt University (Jaunpur,Uttar Pradesh) ,he has published extensively in UGC-approved and International journals, innumerable Book chapters An active researcher and conference presenter, he also serves as an examiner and question setter in Makaut, Neotia University. He has been an empanelled faculty member of MSME , Govt of India in the Management & Entrepreneurship section,m His blend of academic depth and industry insight continues to enrich student learning.
Assistant Professor, iLEAD Kolkata (Institute of Leadership, Entrepreneurship and Development)
Annesh Bilas Thakur is an Assistant Professor of Media Studies at the Institute of Leadership, Entrepreneurship & Development (iLEAD) in Kolkata. Annesh holds dual master’s degrees—Film Studies from Jadavpur University and Mass Communication & Journalism from Sikkim Manipal University—and earned his B.Sc. in Mass Communication & Videography at St. Xavier’s College. Annesh is currently pursuing a PhD in Mass Communication & Journalism from Amity University, Kolkata. With over 15 years of cross-industry experience, his career spans roles in education, media, public relations, and journalism. Before iLEAD, he taught at Pailan College (2015–2021) and held positions such as Deputy Manager (Media & PR) at Carpediem Communique and Managing Editor at TollywoodDhamaka dot com. His research interests include the portrayal of gender in films, digital media, advertising as communication, and the intersection of mass communication with business tools like Public Relations
Independent Research Scholar
Worked as a guest faculty at a private instituition in Kolkata, Did her Phd from Jadavpur University, Published various articles in journals and chapters in edited boooks, Edited 4 books in bengali comprising of various topics.
Assistant Professor, Department of English, Sri Krishna Arts and Science College, Coimbatore, Tamil Nadu
Assistant Professor, Department of English, Sri Krishna Arts and Science College, Coimbatore, Tamil Nadu
Smutee Sandhya, Research scholar, Fakir Mohan University, Balasore, Odisha
Smutee Sandhya is a research scholar at Fakir Mohan University, Balasore, Odisha, with a focus on postcolonial and queer studies. Her academic interests delve into the intersections of literature, identity, and culture, with a particular emphasis on how postcolonial narratives shape contemporary understandings of gender and sexuality. Smutee has published research articles in reputable journals such as JETIR and IJOES, where she explores themes in the literary landscapes of authors like Amitav Ghosh, Shashi Deshpande, and Anita Nair, particularly examining the ways in which their works address complex social and cultural issues. In addition to her research, Smutee is passionate about fostering discussions around underrepresented voices and identities in literature.
Assistant Professor, Academics/Teaching
Suparna Roy is an Assistant Professor of English (Dept of Applied Sciences and Humanities) at Global Institute of Management and Technology, and an Independent Researcher since 2022. She has qualified CTET and has obtained her Master’s in English Literature (2020) and completed her B. ED in 2022.
Besides her academic qualifications, she has a first-class in French intermediate language learning (2019), and experience teaching for more than three years in various fields. She is
deeply engaged in the research of South Asian studies focusing on Gender and Literature from an intersectional perspective.
She has more than 20 publications (journals, chapters in books, anthologies), and more than 30 presentations till date. She has also completed one research project on Queer Identities and Gender Intersectionality; one under Think India Tribal Rights Forum. She was also selected for Doctoral Research Program under Summer Sexuality Fellowship 2022 at California Institute of Integrated Studies (https://professorpennyharvey.
St Teresa’s College (Autonomous), Ernakulam
Department of Mass Communication and Journalism, Khandra College, affiliated with Kazi Nazrul University, West Bengal
Piu Banerjee is the Departmental Coordinator of the Department of Mass Communication and Journalism at Khandra College, affiliated with Kazi Nazrul University, West Bengal. With over nine years of teaching experience, she is also an independent researcher with keen interests in gender and media representation, digital communication, and development communication. Passionate about inclusive education.
MA English Student, St. Teresa’s College (Autonomous), Ernakulam
II MA English Language and Literature student St. Teresa’s College (Autonomous), Ernakulam
Sona John is a final-year postgraduate student in English Language and Literature at St. Teresa’s College (Autonomous), Ernakulam, Kerala. She is a UGC-NET qualifier (Dec 2023 & Dec 2024 cycles). She is a graduate in English Language and Literature from Vimala College (Autonomous), Thrissur, Kerala. An aspiring scholar, she has presented twenty papers in eleven international and nine national conferences held in various colleges in India. She has seven paper publications in her name in two conference proceedings, two international journals, and as three edited book chapters.
Faculty Member, School of Media and Communication. Adamas University
Assistant Professor, Department of Mass Communication, Sharda School of Media, Film and Entertainment (SSMFE), Sharda University
Independent Scholar
Trijit Mukherjee is an independent researcher from Kolkata, West Bengal, India. He holds a postgraduate degree in English Literature from Bhairab Ganguly College, West Bengal State University. His research interests encompass Trauma Literature, Gender Studies, Postcolonial Studies, and Film and Adaptation. He has presented papers at esteemed institutions, including Jamia Millia Islamia, University of Hyderabad, Visva-Bharati University, Jadavpur University and more. His scholarly contributions include research papers published in reputed journals such as Postcolonial Interventions and others. In addition to his research, Mukherjee is an accomplished poet and dramatist, with works featured in national and international journals, including International Times, Indian Periodical, Setu Bilingual, and StoryMirror. His chapbook, Life in an Aquarium, was published by Hawakal Publications (New Delhi) in 2022. Through both his research and creative writing, he explores complex narratives of identity, human emotions, and resilience. His short story, Memory Mocks Out Loud, was recently published in an anthology titled Contemporary Global Fiction (Punjab).
Assistant Professor, Asansol Engineering College
Hirak Gupta is an Assistant Professor and Teacher In-charge of Humanities in the BSHU Department at Asansol Engineering College. With over 20 years of teaching experience, he brings a deep commitment to academic excellence and student engagement. An established author with numerous national and international publications in reputed journals, his research interests lie in Gender Studies and Marginality. Beyond academia, he is also a passionate Esraj player and choreographer, actively contributing to the cultural fabric of his institution and community.
Assistant Professor, Postgraduate Department of English and Centre for Research, Baselius College, Kottayam, Kerala
Postgraduate Department of English and Centre for Research, Baselius College, Kottayam, Kerala
Md Ali Jinna, Ph.D. Scholar, Department of Sociology, Magadh University, Bodh Gaya, Bihar, India,
Md Ali Jinna is currently pursuing his Ph.D. in Sociology at the Department of Sociology, Magadh University, Bodh Gaya, Bihar, India. With over eight years of teaching experience, he served as a Guest Lecturer at Dr. Meghnad Saha College, Uttar Dinajpur, West Bengal, from 2016 to 2020, and presently holds the position of State-Aided College Teacher (SACT-I) at the same institution. His academic engagement includes the publication of five book chapters and six research articles in reputed journals. His research interests lie in sociological theory and its application to contemporary issues, striving to connect academic insights with real-world contexts. Dedicated to both teaching and research, Jinna is recognized for his scholarly commitment and efforts to foster intellectual curiosity among students.
