Digital Extensions, Experiential Extensions and Hair Extensions: RuPaul’s Drag Race and the New Media Environment

This chapter looks at how social media and other digital and experiential extensions of RuPaul’s Drag Race (RPDR) are used by audiences, contestants, and the production team behind the series. Included in this consideration is how drag culture is particularly well positioned to push the boundaries of the new media environment in order to create a successful television franchise. The success of RPDR also demonstrates how these elements from social media to offline viewing parties that exist beyond the hour-long television show engage fans in ways that challenge the boundaries of the program itself. Ultimately, this chapter argues that the ability of RPDR to engage audiences and advertisers in platforms beyond the traditional television medium helped ensure the program’s success and longevity despite modest traditional ratings numbers.