Overview
- Analyzes the loss of Hillary Clinton using a political marketing and gender perspective
- Employs the lived experience of female politicians (from national to local, from legislative to executive) to showcase their current challenges in the political arena
- Uses intersectionality to discuss how gender intersects with race, ageism, fattism, sexual orientation, gender identity and gender expression and how that impacts female politicians in the United States
Part of the book series: Gender and Politics (GAP)
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Table of contents (5 chapters)
Keywords
About this book
Reviews
“Using the tools of modern marketing research, Minita Sanghvi casts fresh light on the election of 2016 and, in so doing, deploys sophisticated gender analysis. Particularly intriguing is her discussion of the ways in which candidates "perform gender." A must-read for all those who care about electing more, and more diverse, women to high office.” (Glenna Matthews, Historian and acclaimed author of Running as a Woman: Gender and Power in American Politics)
“Professor Sanghvi’s timely book explores the influence of gender and race on US politics. This research is uniquely positioned drawing from the fields of both political marketing and gender studies. Sanghvi expertly weaves a rich historical analysis with contemporary stories of successful women politicians. This is a must-read for anyone who wants to understand how to successfully navigate existing power hierarchies in politics.” (Julie Ozanne, Professor, University ofMelbourne, Australia, and co-author of Transformative Consumer Research for Personal and Collective Well-Being)
“Excellently crafted and engaging, this is a much-needed book that unpacks the gendered nature of politics from a marketing and branding perspective. It is particularly timely in elucidating the many disadvantages and biases that female politicians face, as well as how they continue to be treated as objects to be approved or derided in accordance with the male gaze. A key contribution of this study to gender in political marketing is revealing important aspects that move us beyond a sole focus on binary categories of male/female to include intersections of gender with race, age, bodyshape, and sexual orientation. Interviews with female politicians bring the content to life, with many enlightening examples of the challenges they face in carrying out both their campaigns for office and more mundane administrative tasks. The text includes an especially insightful in-depth case study analysis of Hillary Clinton’s defeat in the 2016 presidential election. Overall this book is an invaluable resource for all scholars interested in gender and political marketing.” (Pauline Maclaran, Professor of Marketing & Consumer Research in the School of Management at Royal Holloway, University of London, UK, and Co-editor of Motherhoods, Markets and Consumption: The Making of Mothers in Contemporary Western Culture)
Authors and Affiliations
About the author
Bibliographic Information
Book Title: Gender and Political Marketing in the United States and the 2016 Presidential Election
Book Subtitle: An Analysis of Why She Lost
Authors: Minita Sanghvi
Series Title: Gender and Politics
DOI: https://doi.org/10.1007/978-1-137-60171-1
Publisher: Palgrave Macmillan Cham
eBook Packages: Political Science and International Studies, Political Science and International Studies (R0)
Copyright Information: The Editor(s) (if applicable) and The Author(s) 2019
Hardcover ISBN: 978-1-137-60170-4Published: 06 June 2018
Softcover ISBN: 978-3-030-13071-8Published: 25 July 2019
eBook ISBN: 978-1-137-60171-1Published: 22 May 2018
Series ISSN: 2662-5814
Series E-ISSN: 2662-5822
Edition Number: 1
Number of Pages: XXI, 183
Number of Illustrations: 2 b/w illustrations, 6 illustrations in colour
Topics: Politics and Gender, US Politics, Marketing