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

Sender, Katherine

ISBN 10: 0231127340 / ISBN 13: 9780231127349

Published by Columbia University Press, 2005

About this Item

Business, Not Politics: The Making of the Gay Market (Between Men-Between Women: Lesbian and Gay Studies). Sender, Katherine. Published by Columbia University Press, 2005. 312p. hardcover with dust jacket, dust jacket lightly bumped/scuffed, boards lightly bumped/scuffed, binding tight, text clean/unmarked, NOT xlib, near fine condition--ISBN 10: 0231127340ISBN 13: 9780231127349--14.00.

Seller Inventory # ABE-1642180017072

Bibliographic Details

• Title: Business, Not Politics: The Making of the Gay Market (Between Men-Between Women: Lesbian and Gay Studies)
• Publisher: Columbia University Press
• Publication Date: 2005
• Language: English
• ISBN 10: 0231127340
• ISBN 13: 9780231127349
• Binding: Hardcover
• Condition: Near Fine
• Dust Jacket Condition: Dust Jacket Included
• Seller catalogs:
  • PSYCHOLOGY/PHILOSOPHY/SOCIOLOGY
  • SEX/GENDER
  • BUSINESS/ECONOMICS/CAPITALISM/COMMUNISM/FASCISM

About this title

Synopsis

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.

About the Author

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