A01=Katherine Sender
Author_Katherine Sender
Category=JBSJ
Category=KJS
eq_bestseller
eq_business-finance-law
eq_isMigrated=1
eq_isMigrated=2
eq_nobargain
eq_non-fiction
eq_society-politics
Product details
- ISBN 9780231127349
- Dimensions: 152 x 229mm
- Publication Date: 05 Jan 2005
- Publisher: Columbia University Press
- Publication City/Country: US
- Product Form: Hardback
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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.
Katherine Sender is an assistant professor at the University of Pennsylvania's Annenberg School for Communication. She lives in Philadelphia.
