Queer Theory

Queer theory challenges the perspective that heterosexuality is the norm and argues against stereotypes, categorizing sexuality, and labeling someone’s identity. Queer theory originated in 1990 with Italian feminist Teresa de Lauretis.

Natalie T.J. Tindall and Richard Waters (2012) applied queer theory by interviewing gay male public relations practitioners. The study marked the first time the approach had been used in a real-world setting beyond textual and literary analysis, which helped substantiate some of queer theory’s claims.

Tindall and Waters point out that queer theory adds value to research about avowed and ascribed identities, disavows stereotypes, and acknowledges differences. They argue that applying queer theory to public relations can help achieve excellence theory’s concept of diversity and requisite variety. It also can help with recruitment and retention; help an organization accept the lesbian, gay, bisexual, and transgender community; and improve the organization’s bottom line.