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Sexology --- LGBTQIA+ (lesbian, gay, bi, trans, queer, intersex and asexual)

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The first book to focus on the experience of LGBT archival research.

Science --- Sociology of the family. Sociology of sexuality --- Archivistics --- Gay and lesbian studies. --- Gays --- Gay people --- Gay persons --- Homosexuals --- Persons --- Gay studies --- Homophile studies --- Lesbian and gay studies --- Lesbian studies --- Education --- Research. --- History --- Curricula

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"The term "femme" originates from 1940s Western working-class lesbian bar culture, wherein femme referred to a feminine lesbian who was typically in a relationship with a butch lesbian. Expanding from this original meaning, femme has since emerged as a form of femininity reclaimed by queer and culturally marginalized folks. Importantly, femme has also evolved into a theoretical framework. Femme theory argues that "femme" constitutes a missing piece in queer and feminist discourses of femininity. Attending to this gap, femme theory centres queer femininities as a means of pushing against the deeply embedded masculinist orientation of queer and gender theory. Thus, femme theory offers tools to shift the way researchers and readers understand femininity as well as systems of gender and power more broadly. This book is an introduction to femme theory, showcasing how femme can be used as a theoretical framework across a variety of contexts and disciplines, such as Film & Media Studies, Psychology, Sociology, or Critical Disability Studies; from countries, including Canada, China, Guyana and the USA. Femme theory asks readers to reconsider how femininity is conceptualized, revealing some of the many taken for granted assumptions that are embedded within cultural discourses of gender, sexuality, and power." --

Gender nonconformity. --- Gender identity --- Femininity. --- Lesbians. --- Lesbian culture. --- Butch and femme (Lesbian culture) --- Political philosophy. Social philosophy --- Sociology of the family. Sociology of sexuality

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In a hard-hitting book that refutes conventional wisdom, Katherine Sender explores the connection between the business of marketing to gay consumers and the politics of gay rights and identity. She disputes some marketers'claims that marketing appeals to gay and lesbian consumers are a matter of "business, not politics" and that the business of gay marketing can be considered independently of the politics of gay rights, identity, and visibility. She contends that the gay community is not a preexisting entity that marketers simply tap into; rather it is a construction, an imagined community formed not only through political activism but also through a commercially supported media. She argues that marketing has not only been formative in the constitution of a GLBT community and identity but also has had significant impact on the visibility of gays and lesbians.

Marketing --- Sociology of the family. Sociology of sexuality --- Gay consumers --- Lesbian consumers --- Consumers

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Psychological study of literature --- Gay and lesbian studies. --- Homosexuality in literature.