Business, Not Politics: The Making of the Gay Market

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Columbia University Press, Jun 19, 2012 - Literary Criticism - 320 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

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 Americas Most Affluent Minority
139
6 Neither Fish Nor Fowl
174
7 Sex Sells
200
8 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 (2012)

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


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