Gender and Political Marketing in the United States and the 2016 Presidential Election - An Analysis of Why She Lost

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. 


Minita Sanghvi is Assistant Professor in the Management and Business at Skidmore College, USA, where she teaches marketing, gender and politics in the United States. Her work has been published in the Journal of Marketing Management and the Advances in Consumer Research.