发帖
雷达卡
by Minita Sanghvi (Author)
About the Author
Minita Sanghvi is Assistant Professor in the Management and Business Department at Skidmore College, USA, where she teaches marketing, gender and politics. Her work has been published in the Journal of Marketing Management and the Advances in Consumer Research.
About this book
This book focuses on the unique challenges women in politics face in the United States based on their gender. It also focuses on issues of intersectionality in political marketing, including race, age, weight, sexual orientation, gender identity and gender expression. From a theoretical perspective, this book facilitates an investigation of the interplay of gender dynamics and power structures within political marketing. Focusing on women in the United States of both parties at various levels in politics, it examines both historical data and contemporary examples of female politicians and their campaigns. Using qualitative research methods and taking a feminist approach to data collection and analysis, this book features primary source interviews with 15 politicians, including a Governor, Senator, two Congresswomen, and several state and local legislators. It also incorporates interviews with 19 political consultants, PAC executives, aides, political party officials, and members of the media.
Table of contents
1 Gender in Political Marketing in the United States 1
Purpose and Objectives 3
Methodology 4
Interviews 7
Focus Groups 9
Secondary Archival Data 10
Data Analysis 11
Structure of the Book 12
Historical Analysis of Gender in Political Marketing 12
References 17
2 Issues Facing Women in Politics in the United States 21
Theoretical Perspectives in Political Marketing 22
Political Branding 23
Role of Gender in Political Marketing 25
Challenges Female Politicians Face in Political Marketing 27
Gender Performance 27
Gender Bias 40
Gender Hierarches and Power Dynamics 45
Conclusion 52
References 54
3 Gender and Intersectionality in Political Marketing 61
Historical Analysis of Race and Gender During the Suffragist
Movement 62
Theoretical Understanding of Intersectionality 63
Historical Analysis of Intersectionality in Political Marketing:
An Extended Case Study of Shirley Chisholm’s Candidacy in 1972
US Presidential Elections 65
Intersectionality in Modern-Day Political Marketing 73
Race and Gender 73
Ageism 80
Fattism 86
Sexual Orientation, Gender Identity, and Gender Expression 90
Conclusion 96
References 96
4 Gender in the 2016 US Presidential Primaries 101
Political Marketing: Democratic and Republican Primaries 101
Sanghvi’s 4Cs of Political Marketing Mix 101
Positioning 102
2016 Democratic Primaries 104
Political Marketing and the Democratic Primary Candidates 106
Role of Gender in the Democratic Primaries 109
Political Marketing and Republican Primaries 111
Gender and the Republican Primary 113
Democratic and Republican National Convention 118
General Election 120
Campaign Focus 121
Campaign Controversies 122
Campaign Logos 124
Trump, Clinton, and the Media 126
Political Marketing—Trump and Clinton 128
Role of Gender and Political Marketing in the 2016 Election 133
Old Boys’ Club 134
Clinton’s Femininity 134
Female Politicians as Threats 136
Women as Moral Center 137
Political Spouse 138
First Names 138
Gender and Age 140
Gender Expectations 140
Dishonest 141
The Gender Card 142
Trump/Clinton Gender 142
Conclusion 144
References 145
5 The Path Forward 159
Practitioner Strategies for Female Politicians 164
The Path Forward 166
Reflections and Conclusion 169
References 172
Index 175
Series: Gender and Politics
Length: 183 pages
Publisher: Palgrave Macmillan; 1st ed. 2019 edition (May 23, 2018)
Language: English
ISBN-10: 1137601701
ISBN-13: 978-1137601704
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