Items related to Business, Not Politics: The Making Of The Gay Market...
Over the past decade, a variety of national corporations, including Subaru, Tanqueray, Abercrombie & Fitch, and American Express, have pitched their products at a new consumer niche: the gay market. In this hard-hitting book that refutes conventional wisdom, Katherine Sender argues that marketing has been integral in the constitution of a GLBT community and identity since the 1970s and has had significant impact on the visibility of gays and lesbians in the broader society.
Advocates and critics have looked at the boom in the gay market with both excitement and trepidation. For some, gay and lesbian themes in advertising represent mainstream validation of their existence, while others are concerned that marketers have misrepresented the gay community by depicting it as white, male, and wealthy. Critics also suggest that the phenomenon of gay consumerism runs counter to progressive gay activism. Sender expands on these concerns, arguing that what is at stake is not only acceptance and civil rights but also the very meaning of GLBT sexual identification.
Sender's work draws on interviews with 45 professionals who work in gay marketing and media, including magazine publishers, ad directors, sales representatives, and public relations consultants. The book analyzes and gives an insider's account of how marketers conceive of gay and lesbian consumers and articulate the "gayness" of certain products.
Advocates and critics have looked at the boom in the gay market with both excitement and trepidation. For some, gay and lesbian themes in advertising represent mainstream validation of their existence, while others are concerned that marketers have misrepresented the gay community by depicting it as white, male, and wealthy. Critics also suggest that the phenomenon of gay consumerism runs counter to progressive gay activism. Sender expands on these concerns, arguing that what is at stake is not only acceptance and civil rights but also the very meaning of GLBT sexual identification.
Sender's work draws on interviews with 45 professionals who work in gay marketing and media, including magazine publishers, ad directors, sales representatives, and public relations consultants. The book analyzes and gives an insider's account of how marketers conceive of gay and lesbian consumers and articulate the "gayness" of certain products.
"synopsis" may belong to another edition of this title.
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 "
About the Author:
Katherine Sender is an assistant professor at the University of Pennsylvania's Annenberg School for Communication.
"About this title" may belong to another edition of this title.
- PublisherColumbia Univ Pr
- Publication date2006
- ISBN 10 0231127359
- ISBN 13 9780231127356
- BindingPaperback
- Rating
(No Available Copies)
Search Books: Create a WantIf you know the book but cannot find it on AbeBooks, we can automatically search for it on your behalf as new inventory is added. If it is added to AbeBooks by one of our member booksellers, we will notify you!
Create a Want