Marketing the imaginary of Montreal’s (Gay) Village

Mia Hunt, John Zacharias

Research output: Contribution to journalArticlepeer-review


Images depicting the (gay) Village in Montreal, Québec, and efforts to control its
urban development, are moulded in the interests of local economic development.
This empirical research examines imagery produced by the local community, government, and corporations, and contrasts it with spatial patterns of gay establishments, municipal planning, and the alliance of economic players. Images in local publications and promotional materials have increasingly targeted mainstream tourists and presented a space that is palatable for their consumption. Interventions in Montreal's gay space and imaginary have mainstreamed the physical environment and constructed a homonormative impression of the Village and of the diverse gay individuals that frequent it. These branding efforts prioritize profits over other forms of local community development. In addition to charting the changing image and corporatization of gay space in Montreal, the research provides evidence for theories addressing the importance of marketing in place creation by illuminating modes of imagery production.
Original languageEnglish
Pages (from-to)28-57
Number of pages30
JournalCanadian Journal of Urban Research
Issue number1
Publication statusPublished - 2008


  • city branding
  • gay space
  • spatial identity
  • urban imaginary

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