Handbook of Research on Gender and Marketing
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Handbook of Research on Gender and Marketing

Edited by Susan Dobscha

Susan Dobscha and the authors in this Handbook provide a primer and resource for scholars and practitioners keen to develop or enhance their understanding of how gender permeates marketing decisions, consumer experiences, public policy initiatives, and market practices.
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Chapter 13: Gender and intersectionality in political marketing

Minita Sanghvi

Abstract

This chapter questions hegemonic assumptions regarding gender and race within the field of political marketing in the United States using the theoretical framework of intersectionality. An extended case method is utilized to re-examine existing theory through a socio-historic lens, thus connecting the past to the present in an interpretive study. Using primary data sources as well as archival data, the study showcases the intersectionality of gender and race as a critical piece that changes the dynamics of how the candidates are assessed and supported by the political establishment. It also shows how gender and race significantly impact how a politician is marketed to the voting public in critical ways such as their ability to raise funds to run a competitive campaign, as well as the politician' s narrative presented by the media and how that is perceived by the voting public.

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