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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.

Marketing --- Sociology of the family. Sociology of sexuality --- Gay consumers --- Lesbian consumers --- Consumers

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"Queer media studies has mostly focused on lesbian, gay, bisexual, transgender, and queer (LGBTQ) visibility, stereotypes, and positive images, but media technologies aren't just vehicles for representations, they also shape them. How can queer theory and queer methodologies complicate our understanding of communication technologies, their structures and uses, and the cultural and political implications of these? How can queer technologies inform debates about affect, temporality, and publics? This book presents new scholarship that addresses queer media production and practices across a wide range of media, including television, music, zines, video games, mobile applications, and online spaces. The authors consider how LGBTQ representations and reception are shaped by technological affordances and constraints. Chapters deal with critical contemporary concepts such as counterpublics, affect, temporality, nonbinary practices, queer technique, and transmediation to explore intersections among communication and media studies and cutting-edge queer and transgender theory. This collection moves beyond considering LGBTQ representations as they appear in media to consider the central role of technologies in understanding intersections among gender, sexuality, and media. Even the most heteromasculine technologies can be queered, yet we can't assume queerness works in the same way across different media. This book was originally published as a special issue of Critical Studies in Media Communication." --

Mass media and culture. --- Queer theory. --- Sexual minorities in mass media. --- Gay culture --- Lesbian culture --- Gender identity in mass media. --- Gays in mass media. --- Transgender people in mass media. --- In mass media. --- In mass media --- Gay people in mass media.

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Culture. --- Hall, Stuart,