No Sex, No Crime, No Shame: Privatized Care and the Seduction into Responsibility

Abstract

The article reflects on the interrelation between neo‐liberal economy and sexuality. The neo‐liberal paradigm issues a paradoxical appellation of individualization and privatized responsibilities. The latter not only refer to personal well‐being and growth, but also demand for care relations, which substitute for the shrinking of the social system. The thesis is that homosexual lifestyles figure as avant‐garde positions, which promise to provide a “solution” to the paradoxical demands for individualization and care. Reading visual representations of lesbian and gay figures in media and advertisements the author argues that non‐normative genders and homosexual ways of existence gain access to the mainstream via the mechanism of “projective integration”. This mechanism stimulates a new hegemonic consensus via the disarticulation of the socio‐political contradictions of the global capitalist economy and the affirmation of not only new forms of intimacy, but also new forms of exclusion.