Business, Not Politics: The Making of the Gay Market

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Columbia University Press, 2004 - Business & Economics - 311 pages
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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.

  

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Contents

THE BUSINESS AND POLITICS OF GAY MARKETING
1
EVOLUTION NOT REVOLUTION
24
PROFESSIONAL HOMOSEXUALS
64
HOW GAY IS TOO GAY?
95
SELLING AMERICAS MOST AFFLUENT MINORITY
139
NEITHER FISH NOR FOWL
174
SEX SELLS
200
JUST LIKE YOU
227
PITCHING THE GAY MARKET
243
THE GAY MARKETERS
253
NOTES
257
WORKS CITED
287
INDEX
301
Copyright

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About the author (2004)

David P. Celani is a licensed psychologist who practiced for more than twenty-five years in Burlington, Vermont. In treatment, he focused on his patients' "attachment to bad objects," which manifested through their inability to separate from parents, friends, or marital partners who demeaned, criticized, or abused them. Celani now presents workshops throughout the United States on Object Relations theory. His books with Columbia University Press include Fairbairn's Object Relations Theory in the Clinical Setting and The Illusion of Love: Why the Battered Woman Returns to Her Abuser.

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