Business, Not Politics by Katherine Sender

Katherine Sender explores the connection between marketing to gay consumers and the politics of gay rights and identity. She disputes marketers' claims that appeals to gay and lesbian consumers are a matter of 'business, not politics,' separable from the politics of gay rights, identity and visibility. The gay community, she argues, is not a preexisting group that marketers simply tap into but an imagined community formed through political activism and commercially supported media, and marketing has shaped both GLBT identity and the visibility of gays and lesbians.