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Coming out of the Closet

Exploring LGBT Issues in Strategic Communication with Theory and Research

Edited By Natalie T.J. Tindall and Richard D. Waters

Despite representing significant portions of the advertising, marketing, and public relations work force, the lesbian, gay, bisexual, and transgendered (LGBT) community has largely been ignored by scholarly research in strategic communications. With the exception of case studies that document strategies that can be used to secure the LGBT consumer dollar, little has been done to understand the LGBT community’s experiences with strategic communications efforts. This edited volume fills this gap by sharing research on the impact and interaction of campaigns and programming from advertising, marketing, and public relations on internal (e.g., practitioners and employees) and external (e.g., consumers, activists) stakeholders from the LGBT community. Several chapters in this volume highlight a significant change in the focus of strategic communications that recognizes the long-term benefits of having legitimate partnerships; others, however, counter this optimistic trend by discussing the continued struggles of practitioners working in strategic communication and the LGBT community at large.
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Christopher Chávez, (PhD, University of Southern California) is an assistant professor in the School of Journalism and Communication at the University of Oregon. His research and teaching interests lie at the intersection of globalization, advertising, and culture. Prior to his doctoral research, Dr. Chávez worked for ten years as an advertising executive at TBWA Chiat/Day, Goodby, Silverstein & Partners, and Publicis & Hal Riney.

Erica Ciszek (PhD student, University of Oregon) holds an MS in Mass Communication and Applied Research from Boston University, and a BA from Colby College. She has worked in advertising in strategic analytics. As a feminist queer scholar, her research interests include critical/cultural approaches to strategic communication, gender, sexuality and diversity, LGBT issues, and online communities.

Hayley Cole (PhD student, University of Missouri-Columbia) holds an MA in Communication from San Francisco State University and a BA in Political Science from San Diego State University. A feminist political communication scholar, her research and teaching interests include rhetoric, gender and sexuality, argumentation, political advertising, new media, and political campaigns, with a special interest in issue campaigns.

Kristin Comeforo (PhD, Rutgers University) is a professor of Marketing Communications at Berkeley College in New York. Her research focus ranges from news framing of globalization and free trade, to the discourse of same-sex marriage. Her current projects interrogate LGBT imagery in advertising. Prior to receiving her PhD, Kristin was an advertising professional, and remains active in industry associations such as Advertising Women of...

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