Business, Not Politics: The Making of the Gay MarketIn 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. |
What people are saying - Write a review
We haven't found any reviews in the usual places.
Contents
| 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 |
| 287 | |
| 301 | |
Other editions - View all
Common terms and phrases
activist Advertising Age advertorial Advocate affluent African American antigay appeal to gay argues audience bian bisexual campaign commercial companies consumer culture consumption corporate Dan Baker desire Dockers dominant February feminist gay and lesbian gay consumers gay magazines gay male gay mar gay market gay media gay press gay publications gay subcultural gay visibility gay-specific gay-themed gay.com gayness gender GLBT GLBT-identified groups heterosexual homophobia homosexuality Howard Buford hypersexual Ibid identified Ikea increasingly Internet Joe Landry journalist lesbian and gay lesbian consumers lesbian market lesbian media lesbian publications Levi’s lipstick lesbian mainstream market research market segmentation men’s national advertisers niche November offer Online openly gay Out’s Patrick Califia percent phone interview PlanetOut political professional publishers queer readers Rivendell role Sean Strub sex ads sexual content social Stephanie Blackwood stereotypes strategies Stuart Elliott subcultural capital suggests sumers target taste television there’s tion transgender women York
Bibliographic information
| Title | Business, Not Politics: The Making of the Gay Market Between Men~Between Women: Lesbian and Gay Studies |
| Author | Katherine Sender |
| Edition | illustrated |
| Publisher | Columbia University Press, 2012 |
| ISBN | 0231509162, 9780231509169 |
| Length | 320 pages |
| Subjects | › Literary Criticism / LGBT |
| Export Citation | BiBTeX EndNote RefMan |