Summarizes and discusses the articles, "Advertising and the Political Economy of Lesbian/Gay Identity", by Fred Fejes and "Commodity Lesbianism", by Danae Clark.
Abstract This paper looks at two articles dealing with the growing economic, political and marketingpower of the lesbian/gay community: "Advertising and the Political Economy of Lesbian/Gay Identity" and "Commodity Lesbianism". The writer explains that the gay and lesbiancommunities are finding themselves more recognized in society because marketers and advertisers have seen the importance of the demographic for marketing campaigns. The writer suggests that this new-found attention from the marketingcommunity has produced some interesting social and political effects. In conclusion the article suggests that capitalism is creating a new identity for the the lesbian/gay community and that this identity is built on the recognition of the lesbiancommunity as a viable and important market that can be exploited.
From the Paper "In "Advertising and the Political Economy of Lesbian/Gay Identity" Fred Fejes examines the complicated relationship that gays and lesbians have developed between political agency and economic power. In fact, the interesting point that Fejes makes is that it may be that gays and lesbians are gaining political equality and clout not through traditional economic means. Other minority and disenfranchised groups have, in the past, developed political equality because they have controlled some aspect of economic production and/or capital. This is not the case with the gay and lesbian communities, Fejes argues. Instead, this group is gaining political ground because mainstream society is beginning to recognize the important market position of these individuals as consumers."
Abstract This paper studies the sexual revolution of the 1960s, which laid the groundwork for changes that were to influence fundamental ideas about intimate behavior in the late 20th century. Yet, while delivering the message of "sexual freedom," the Revolution failed to address specifically homosexual concerns, and thus failed to include a whole portion of the sexually active population of America. The author also studies the simultaneous political organizing of the gay and lesbiancommunities in America and Australia. The paper conclude that the rights of gays and lesbians were not protected until the 1970s, when laws began to change.
From the Paper "The organizations had their roots in the 1950s, when Senator Joseph McCarthy carried out the most famous modern witch-hunt in America. McCarthy strove to persecute homosexuals since many of the gay civil rights' founders were formerly Communist radicals - notably Harry Hay, who was a Communist Party leader of 20 years and who made the first call for a gay civil rights movement in 1948. [Heidendry, 103] In response to the climate of persecution, in 1950 Hay founded the "Mattachine Society" in Los Angeles, and in 1953 W. Dorr Legg founded "One, Inc." Both these groups were determined to "aid in the social integration and rehabilitation of the sexual variant" - fancy parlance for making homosexuality acceptable in the eyes of most Americans. [ibid, 103] In 1955, the first lesbian activist group, "the Daughters of Bilitis," was founded in San Francisco by Phyllis Lyon and Del Martin. [ibid., 105] The FBI harassed all three groups and accused them of being communist fronts, while the Post Office was barred from circulating the literature of "One, Inc." by the Ninth Circuit Court of Appeals. [ibid., 104]"
Tags: homosexual, lesbian, San, Francisco, U.S., American, Australia
Abstract This paper consists of a brief history and explanation of various methods of artificial insemination. It discusses the current policies of government and health institutions on this form of reproduction and how these specifically effect the lesbiancommunity's wish to conceive.
From the Paper "Everyday in America, countless couples become pregnant without planning to. The results of these unplanned pregnancies range from abortion, to families maintained by teenagers, to abusive situations for the children brought into the world as a result of these unplanned pregnancies. The irony of this is that while many people are starting families that they don't even want, there are thousands of lesbians that would give anything to have a child of their own. For many, their only option is to artificially inseminate. In this paper I will discuss the process of artificial insemination and the policies surrounding it in regard to lesbians. In addition I will discuss what the future could hold in terms of reproductive technology."
Abstract This paper addresses needs for marketingpower tools in Australia. Cultural and business concerns with marketing in the Australian economy are outlined to show problems that exist with marketing generally and with the power tools specifically. Suggestions are made for developing a campaign that addresses the strengths of the proposed tool line and realities of the marketplace.
From the Paper "Surprisingly, given its view of itself as an innovative and creative society, Australia has never been receptive of marketing as a discipline to add value to product sales and distribution. Perhaps because it has a no-nonsense, show-me-don't-tell-me cultural approach to the marketplace, or perhaps because marketing has simply not fully developed as a function in the Australian economy, Australian society has traditionally viewed marketing with suspicion, if not outright rejection. However, as it enters the global marketplace, this orientation will have to change in relation to both product marketing on the part of corporations and marketing evaluation on the part of consumers. Widing puts it starkly when he writes that "developing a market orientation is likely to enhance business performance"."
Abstract The author of the paper contends that the rapid maturation and growth of integrated marketingcommunications (IMC) strategies is serving as the catalyst of greater integration across advertising, public relations, marketing, selling and service communications strategies. In the paper, the author evaluates the benefits and barriers of IMC campaigns within Nike and specifically the NikeID campaign. In addition, the writer discusses the issues of mass customization as they relate to the value chain Nike must rely on for the successful fulfillment of orders for tailored and customized shoes and accessories for customers. The author also looks at how IMC has become an integral part of the strategic plans of many organizations from a demand development and fulfillment perspective.
The paper contains two tables.
Outline:
Executive Summary
Assessing the Benefits of IMC Strategies
Dependence
Barriers to IMC Strategies
Summary
References
From the Paper "Just as broad integration and the ability to synchronize all marketing strategies within a given company is a major strength of a successfully implemented IMC strategy, the converse of this is often the case due to organizations' cultures lacking the commitment to change. Paradoxically the companies in the most need of attracting and retaining new customers often face the most difficult cultural transition to support any integrated activity, and this includes the development and execution of IMC strategies. The single biggest barrier to the development of successful IMC strategies are cultures in organizations that don't tolerate inter-departmental communication and information sharing, or the development of plans that require a shared common objective."
Tags: advertising, public relations, marketing selling service communications strategies customization campaigns customers
Examining the reasons for one party being in power in Russia for several terms, despite the economic depression that has existed since the fall of Communism and the installment of democracy.
Abstract This paper examines the factors that have contributed to the election of the same political party in Russia since the fall of Communism. Russia has been in an economic depression since the fall of the Soviet Union, yet the same party is re-elected through democratic vote. The reasons for this puzzling outcome are discussed in this paper and identified as using democracy to purge the conservative communists of their rank, old elites regaining state control and loyalty of those counting the votes. Each factor is discussed in great detail along with its contribution and impact on the electoral outcome. This paper is ideal for anyone, from a Russian politics expert to a curious novice.
From the Paper "Mikhail Gorbachev, along with the Soviet leaders was the first to introduce semi competitive elections into the USSR and then later Russia. Although elections are a focal point of a democracy, they were not initiated by Gorbachev for this use. "The goal of these elections was to purge the conservative ranks of the Communist Party of the Soviet Union (CPSU) from their positions of power within state structures as a way to liberate these state institutions and thereby make them available as instruments by executing Gorbachev's economic reforms" (McFaul and Petrov, 24). The existing powers of the Soviet Union at the time of the introduction of democracy were all communists, who held high political ranks. In order for Gorbachev to implement his reformation of the economy, these political figures needed to be removed from their ranks, otherwise there would be great opposition to the changes planned. When these leaders were removed, the state organizations were free from communist control and could be used in any way that Gorbachev desired."
Abstract This paper defines cause related marketing. The author compares three books ranging from the theoretical to the practical. The paper relates the implications for integrated communications in advertising and public relations managers.
From the Paper "Companies no longer are content with sponsoring charitable donations or creating publicity campaigns for charities at little or no cost. Instead, increasing numbers of companies are aligning themselves with organizations in long-term partnerships that benefit both the charity as well as the profit-making business. This research considers three recent books that concern themselves with this type of marketing called Cause Related Marketing and considers the implications of these books on the field. The three books exist along a spectrum from the highly theoretical ..."
Tags: cause related marketing, ICAP, integrated communications in advertising and public relations, Adkins, Earle, Pringle, Thompson
An analysis of the expanding tween (tween is a word which describes an age group of pre teens aged 8-12) market and its influences on restaurants and retailers.
Abstract This paper examines a new business plan for the small but rapidly expanding Australian fast food chain restaurant. The writer discusses the ethical and legal issues when marketing to tweens and when acquiring finance for marketing, as well as the correct way to market to tweens without upsetting laws and still remaining ethical in the process. The paper further explains how branding and image marketing is an excellent opportunity to capture a larger chunk of the tween industry.
Table of Contents:
Introduction
Strategies to Market to Tweens
Ethical/Legal and Business Issues when Marketing to Tweens
Communications Branding, Image Marketing Finance
Expectation of Sales
Conclusion/Recommendations
From the Paper "The Tween market is an ever growing market which has grown from 15% in February 2002 - 40% in December 2004 (Marek 2006, p. 1) and has seen marketers take advantage of Pre teens aged 8-12 in an effort to capitalise on this enormously expanding market. Recent increases in sales in the market segment have seen the small but rapidly expanding Australia fast food chain restaurant want to increase its market share by increasing revenue through intelligent marketing. Tween have influences of parent and their decision making when purchasing products. This report will outline strategies used to market to tweens and the ethical issues involved in the process."
Abstract This paper discusses expertise--both manufactured and genuine--as a source of power in an organization. It defines the meaning of expertise in the business world and its function as a valuable commodity.
From the Paper "There are a number of ways to establish bases of organizational power but one of the most effective of these is through the personal characteristic known as expertise ..."
Tags: expertise, power, organizational communication
Abstract In this article, the writer focuses on the effect the gay and lesbian population has had on hotel management and marketing. By reviewing and analyzing various articles and reports on this topic, the writer demonstrates why the gay and lesbian population is a heavily marketed group within the travel industry. Likewise, the writer reviews why a hotel manager should market to the gay and lesbian traveling population. Finally, the paper also touches briefly on how effective marketing to this population can occur.
Outline:
Introduction
What Gay and Lesbian Travelers Want in a Hotel
Why Market to Gay and Lesbian Travelers?
How to Market to the Gay and Lesbian Population
What Others are Doing
From the Paper "One of the most significant developments in the travel industry, particularly as it applies to hotel management and marketing, is the recent trend aimed at attracting gay and lesbian clients. This trend developed as marketing research showed that gay and lesbian people are more likely to travel, and have more disposable income to spend when traveling, than the general population does. Thus, this group of individuals, who for decades was regarded as a niche travel population that only gay or lesbian-only travel marketing niche catered to, is now a mainstream market within the travel industry as a whole."
Abstract The paper discusses how substance abuse has touched every demographic of America. This paper further discusses the trends and issues regarding substance abuse affecting specifically the lesbian group. The paper provides an overview of alcohol abuse in lesbians, as well as the "coming out" factor of substance abuse in lesbians. The writer recommends additional research and appropriate support programs. The paper examines how policy changes can better protect the lesbian population from discrimination and the associated stressors.
Outline:
Abstract
Overview
Trends and Issues
Alcohol Abuse in Lesbians 'Coming Out' as a Factor in Substance Abuse
Treatment: A Call for Additional Research
Implications for Research, Support and Policy
Conclusion
References
From the Paper "Research concerning substance abuse amongst lesbians often center on regional data. There are challenges that face substance abuse research when discussing the specific population of lesbians, however. The term 'lesbian' alone often causes confusion as it is somewhat ambiguous. In addition to this challenge, sexual orientation in research is self-reported, leading to errors, especially in subjects who may fear the stigma of being labeled as a lesbian."
Tags: sexual, orientation, heterosexual, same-sex, partners, National, Institute, Alcohol, Abuse, Alcoholism, National, Institute, Women's, Health
Abstract This paper looks at the growing acceptance of gay and lesbian relationships in society, as well as homosexual marriages. The author focuses specifically on Toronto's Metropolitan Community Church, led by the Reverend Brent Hawkes, which offers the gay community vast support for the lifestyle, and performs controversial marriage ceremonies.
Tags: brent, church, community, hawkes, metropolitan, reverend, toronto
Abstract An examination of the development of Queer Legal Theory in the 21st Century. This paper considers the benefit of forming alliances with previously well established theories such as: Critical Race Theory and Feminist Legal Theory. The recent development of gay and lesbiancommunities within mainstream society has contributed to the dismantling of invisibility and isolation. Within these communities, gays and lesbians have begun to seek legal reform in attempts to end the discrimination and oppression aimed at their communities. While QLT provides great promise independently, the potential exists for even greater reform through the joint efforts of Feminist, Critical Race and Queer Legal Theories working together to acknowledge their common oppressors and achieve their common goals.
From the Paper "Within the realm of social sciences there exists a multitude of theories concerning nearly every aspect of human life and interaction. The purpose of these often conflicting or overlapping theories is to provide guidelines for critically examining specific issues of interest. Theories serve to organize and simply information and to guide our perceptions through the process of investigation. Within the domain of law and society, theories help to identify the roots of social conditions, define common goals, and to aid in the understanding of how the law impacts specific social groups and vice versa. Often minority groups develop theories that aim to explain their social condition and which propose methods of law reform targeted at improving their condition. Historically these groups have been isolated, oppressed and discriminated against in both the social and legal spheres. Over time the walls of isolation break down allowing individuals to join others and form sub-cultures and communities. It is with the development of such communities that minority groups begin their uphill battles against oppression and discrimination. The most well known theories originating in this manner are Feminist Theory and Critical Race Theory."
Abstract The paper illustrates how language serves a purpose to the gay and lesbiancommunity to assist them in recognizing themselves as a group in a world of opposition and ridicule of their status. The paper quotes several words and descriptively explains how the word is utilized in gay society. The paper then summarizes the situation with examples on how language has been used negatively with the resultant necessity for this group to formulate their own vocabulary.
From the Paper "This usage appears to have grown out of political activism. The need to combat homophobic oppression - including internalized homophobia - was perceived, and a concrete way of doing this was to hold a public parade in which pride in one's alternative sexual orientation was expressed. Out of this activity, the word "pride" acquired a whole new meaning - a meaning that is useful for this community in overcoming the societal prejudices it has to deal with."
Tags: homophobic, gay, pride, lesbian, language, word
Abstract This paper discusses physical and mental health issues for middle-aged lesbians, specifically women between the ages of 35-55. It discusses health risks for lesbians in general, and then for middle aged lesbians. It also examines the impact of homophobia on provision of health care services.
From the Paper "According to the Institute of Medicine IOM identifying the physical and mental health issues of lesbians in general and middle aged lesbians in particular is important because while lesbians clearly share many of the ..."
