Business, Not Politics: The Making of the Gay Market (Between Men~Between Women: Lesbian and Gay Studies)

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9780231127349: Business, Not Politics: The Making of the Gay Market (Between Men~Between Women: Lesbian and Gay Studies)
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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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Review:

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 "

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

About the Author:

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

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9780231127356: Business, Not Politics: The Making Of The Gay Market (Between Men-between Women)

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ISBN 10:  0231127359 ISBN 13:  9780231127356
Publisher: Columbia Univ Pr, 2006
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Book Description Columbia University Press, United States, 2005. Hardback. Condition: New. Language: English. Brand new Book. 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. Seller Inventory # AAH9780231127349

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Book Description Columbia University Press, United States, 2005. Hardback. Condition: New. Language: English. Brand new Book. 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. Seller Inventory # AAH9780231127349

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Book Description Columbia University Press, United States, 2005. Hardback. Condition: New. Language: English. Brand new Book. 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. Seller Inventory # BTE9780231127349

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