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(2019) Gender and political marketing in the United States and the 2016 presidential election, Basingstoke, Palgrave Macmillan.
This chapter contributes an important yet overlooked aspect of gender and political marketing, which is intersectionality. The chapter starts with a theoretical understanding of intersectionality and its roots, as well as modern-day scholarship in marketing. Subsequently, an extended case analysis of Shirley Chisholm's 1972 presidential bid helps provide an understanding of intersectionality in political marketing. Finally, the chapter focuses on four main aspects of intersectionality in political marketing, which are a) gender and race, b) ageism, c) fattism, and, d) sexual orientation, gender identity, and gender expression.
Publication details
DOI: 10.1007/978-1-137-60171-1_3
Full citation:
Sanghvi, M. (2019). Gender and intersectionality in political marketing, in Gender and political marketing in the United States and the 2016 presidential election, Basingstoke, Palgrave Macmillan, pp. 61-100.
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