Business, Not Politics: The Making of the Gay Market

Business, Not Politics: The Making of the Gay Market

by Katherine Sender
     
 

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ISBN-10: 0231127340

ISBN-13: 9780231127349

Pub. Date: 12/29/2004

Publisher: Columbia University Press

In a hard-hitting book that refutes conventional wisdom, Katherine Sender explores the connection between the business of marketing to gay consumers and the politics of gay rights and identity. She disputes some marketers'claims that marketing appeals to gay and lesbian consumers are a matter of "business, not politics" and that the business of gay marketing can be

Overview

In a hard-hitting book that refutes conventional wisdom, Katherine Sender explores the connection between the business of marketing to gay consumers and the politics of gay rights and identity. She disputes some marketers'claims that marketing appeals to gay and lesbian consumers are a matter of "business, not politics" and that the business of gay marketing can be considered independently of the politics of gay rights, identity, and visibility. She contends that the gay community is not a preexisting entity that marketers simply tap into; rather it is a construction, an imagined community formed not only through political activism but also through a commercially supported media. She argues that marketing has not only been formative in the constitution of a GLBT community and identity but also has had significant impact on the visibility of gays and lesbians.

Product Details

ISBN-13:
9780231127349
Publisher:
Columbia University Press
Publication date:
12/29/2004
Series:
Between Men~Between Women: Lesbian and Gay Studies Series
Edition description:
New Edition
Pages:
320
Product dimensions:
5.90(w) x 9.10(h) x 1.10(d)
Age Range:
18 Years

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