Communication strategies of institutions for queer individuals

This study examines the communication strategies of organizations towards queer individuals and how these strategies interact with gender norms. The research explores the role of queer theory in communication studies, analyzing institutional policies and practices through concepts such as diversity management. It focuses mainly on how queer representations are shaped through corporate websites and reports. The first section discusses the construction of gender and sexual identities under queer theory, addressing performance and heteronormativity concepts. It also examines the cultural construction of sexuality and the distribution of power. The second section evaluates the diversity and communication strategies of corporate firms, and their impact on queer individuals, touching on issues like rainbow washing and intersectionality. The third section provides a detailed analysis of how institutional communication strategies for queer individuals are positioned within and reinforce heteronormative structures. The study reveals that although organizations appear inclusive on the surface, a deeper analysis shows that they reinforce heteronormative structures and hinder significant steps toward the genuine representation and rights of queer individuals. It emphasizes that organizational communication strategies towards queer people need to be reshaped.