Business, Not Politics: The Making of the Gay Market

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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.

Columbia University Press

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Editorial Reviews

International Journal of Communicaton - Mary L. Gray

Business, Not Politics: The Making of the Gay Market breaks new ground...with humor, elegance and sharp insight.

Choice

The author's extensive knowledge of the subject provides for an excellent, highly engaging volume...Highly recommended.

International Journal of Communicaton
Business, Not Politics: The Making of the Gay Market breaks new ground...with humor, elegance and sharp insight.

— Mary L. Gray

International Journal of Communicaton

Business, Not Politics: The Making of the Gay Market breaks new ground...with humor, elegance and sharp insight.

— Mary L. Gray

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Product Details

Meet the Author

Katherine Sender is an assistant professor at the University of Pennsylvania's Annenberg School for Communication. She lives in Philadelphia.

Columbia University Press

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Table of Contents

1 The business and politics of gay marketing 1
2 Evolution, not revolution 24
3 Professional homosexuals 64
4 How gay is too gay? 95
5 Selling America's most affluent minority 139
6 Neither fish nor fowl 174
7 Sex sells 200
8 Just like you 227
App. 1 Pitching the gay market 243
App. 2 The gay marketers 253
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