#HoldTight: Neoliberal affects, embodied hopes, and anticipatory chronotopes in corporate LGBTQ diversity discourse

Abstract

Across the contemporary world, neoliberalism operates as an anticipatory regime through which mediatised conceptions of the future are aligned to an aggressive (absolute) marketisation of social life. Alongside a critical, queer-theoretical attention to homonormativity, this article uses multimodal critical discourse studies techniques to analyse how such a neoliberal future for LGBTQ people is envisioned in #HoldTight, a pride campaign by an Australian and New Zealand bank. #HoldTight focused on how the act of holding hands can be turned from a source of shame to a joyful, powerful tool for social action: ‘if you feel like letting go, hold tight’. My cultural-phenomenological analysis of #HoldTight demonstrates how this imbrication of LGBTQ rights discourse and mediatised capitalism engaged embodied, hopeful affects as semiotic resources. In this way, I argue that the bank enshrined a speculative, anticipatory chronotope of a future better world, while validating neoliberal governmentality as a benevolent form of LGBTQ agency. (Neoliberalism, multimodal critical discourse studies, queer linguistics, affect, embodiment, cultural phenomenology)*