Love is love: Reverse isomorphism and the rise of LGBTQ+ romance publishing

In the late 2010s, US romance publishing underwent an astonishing change. Previously, same-sex couples were all but nonexistent in romances released by major publishers. By 2022, every large publisher in the United States issued romances featuring same-sex couples: A few also published bisexual, trans, or polyamorous romances. This article turns to neo-institutionalism to analyze how processes of isomorphism contributed to this change. Through interviews with 10 authors and 7 editors, we show how specific mechanisms associated with isomorphism—coercion, mimesis, and normative pressures—explain this major shift. Contrary to prevailing literature, we find that structural innovations moved from publishing’s periphery to its core in a process we call reverse isomorphism. We contribute to discussions of representation in media by showing how social, organizational, and institutional processes facilitate or suppress underrepresented voices. At the same time, we caution that new structures may create new types of marginalization.