Gender and Political Marketing in the United States and the 2016 Presidential Election

An Analysis of Why She Lost

verfasst von: Minita Sanghvi

Verlag: Springer International Publishing

Buchreihe : Gender and Politics

Enthalten in: Springer Professional "Wirtschaft+Technik" , Springer Professional "Wirtschaft"

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Über dieses Buch

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 Media and Focus.

Inhaltsverzeichnis

Frontmatter

Chapter 1. Gender in Political Marketing in the United States

Abstract

The first chapter serves as an introduction to the book elucidating its purpose and objectives. It specifies philosophical and methodological foundations for the research study. Furthermore, it provides a comprehensive review of the research approach and the methods employed for collecting and analyzing the data. Lastly, it presents a historical overview starting from women’s suffrage movement, showcasing the origins of gender in political marketing.

Minita Sanghvi

Chapter 2. Issues Facing Women in Politics in the United States

Abstract

Starting with a synopsis of the political marketing discipline, this chapter explicates why it is essential to study gender, and specifically women in politics from a political marketing perspective. The chapter uses examines the voids among theoretical perspectives in political marketing. It uses primary data to showcase the various gender-based issues female politicians face though a marketing and branding lens. The interpretation is broken into three themes: gender performance, gender bias, and gender hierarchies and power dynamics.

Minita Sanghvi

Chapter 3. Gender and Intersectionality in Political Marketing

Abstract

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.

Minita Sanghvi

Chapter 4. Gender in the 2016 US Presidential Primaries

Abstract

This chapter gives an overview of the 2016 Presidential Election in the United States within the theoretical framework of gender and political marketing. The chapter provides background to, and important highlights from, the Democratic and the Republican Primaries, leading to the convention and the general election. It analyzes the myriad of ways gender influenced the 2016 US presidential election focusing not only on Hillary Clinton’s gender expression and expectation but also on Donald Trump’s gender performance. Thereupon, the analysis addresses phenomena such as Sanghvi’s 4Cs political marketing mix, candidate positioning, femininity, women as moral centers, and the old boys’ club. The chapter also includes specific case studies of campaign logos, divergence in media coverage, and the overall campaign focuses and controversies.

Minita Sanghvi

Chapter 5. The Path Forward

Abstract

This chapter establishes why US patriarchy is unique compared to patriarchy in other nations and cultures. In addition, it wraps up the results of the research presented in previous chapters and completes the analysis provided. It also provides information on current organizations and initiatives that are helping support female and/or minority politicians. Moreover, the chapter provides a set of practical tips for female politicians that the author has gathered over the course of the research study. There is a discussion on the importance and relevancy of the topic, addressing missing issues and aspects from current academic research. Finally, the researcher addresses the strengths and limitations of the study.

Minita Sanghvi

Backmatter

Titel: Gender and Political Marketing in the United States and the 2016 Presidential Election
verfasst von: Minita Sanghvi
Verlag: Springer International Publishing
Electronic ISBN: 978-1-137-60171-1
Print ISBN: 978-1-137-60170-4
DOI: https://doi.org/10.1007/978-1-137-60171-1