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.
Subjects: Economics, Business
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