In response to criticisms of whiteness and the privileging of middle-class South African experiences over the black majority and those in poverty, Johannesburg Pride expanded from a one-day event to include a ‘Lifestyle Conference’ in 2018. This article argues that rather than including broader South African LGBTQ+ experiences, rights and needs, the conference centred privileged and normative ‘lifestyles’ and emphasised individual agency, rather than making intersectional inequalities visible and a basis for collective action. Drawing from ethnographic research at Pride events, and interviews with Pride organisers and LGBTQ+ activists, this article builds on critiques and insights from social theory to analyse Johannesburg Pride’s Lifestyle Conference; its aims, politics, marketing and messages. By exploring the raced and classed exclusions of Johannesburg Pride, this article addresses key gaps in the academic literature on Pride, and traces how the lifestylisation of LGBTQ+ identities obscures inequality and contributes to the neoliberal co-option of Pride.

为了回应对白人的批评以及南非中产阶级对黑人多数和贫困者的体验的特权，约翰内斯堡骄傲从一天的活动扩展到 2018 年的“生活方式会议”。 本文认为，而不是包括更广泛的南非 LGBTQ+ 经验、权利和需求，会议以特权和规范的“生活方式”为中心，并强调个人能动性，而不是使交叉的不平等可见并成为集体行动的基础。本文借鉴了 Pride 活动的民族志研究，以及对 Pride 组织者和 LGBTQ+ 活动家的采访，以社会理论的批评和见解为基础，分析了约翰内斯堡 Pride 的生活方式会议；它的目标、政治、营销和信息。