Business, not politics : the making of the gay market / Katherine Sender.

Format:

Book

Author/Creator:

Sender, Katherine.

Series:

Between men--between women.

Between men--between women

Language:

English

Subjects (All):

Gay consumers--United States.

Gay consumers.

Lesbian consumers--United States.

Lesbian consumers.

Marketing--United States.

Marketing.

Physical Description:

1 online resource (329 p.)

Place of Publication:

New York : Columbia University Press, c2004.

Language Note:

English

Summary:

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.

Contents:

Front matter

CONTENTS

Acknowledgments

1. The Business and Politics of Gay Marketing

2. Evolution, Not Revolution

3. Professional Homosexuals

4. How Gay Is Too Gay?

5. Selling America's Most Affluent Minority

6. Neither Fish Nor Fowl

7. Sex Sells

8. Just Like You

APPENDIX 1. Pitching the Gay Market

APPENDIX 2. The Gay Marketers

NOTES

WORKS CITED

INDEX

Backmatter

Notes:

Based on author's thesis (doctoral)--University of Massachusetts, Amherst.

Includes bibliographical references (p. [287]-300) and index.

ISBN:

9780231509169

0231509162

OCLC:

818856487