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The Branding of Right-Wing ActivismThe News Media and the Tea Party$
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Khadijah Costley White

Print publication date: 2018

Print ISBN-13: 9780190879310

Published to Oxford Scholarship Online: September 2018

DOI: 10.1093/oso/9780190879310.001.0001

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Rebranding Political Conservatism through Race, Gender, and Class

Rebranding Political Conservatism through Race, Gender, and Class

(p.77) Chapter 3 Rebranding Political Conservatism through Race, Gender, and Class
The Branding of Right-Wing Activism

Khadijah Costley White

Oxford University Press

The news media focused on race, gender, and class in contentious narratives that pushed people to tune their “headphones” into stories about the Tea Party brand. Branding shapes consumers’ tastes, desires, and loyalties and creates profit through the invocation of these types of immaterial qualities. This chapter examines the ways in which the Tea Party news stories emphasized class, race, and gender as key “intangible values” that helped to produce and reify the Tea Party brand identity. It also theorizes the Tea Party’s brand logic* through an analysis of what the news stories tell us about modern conceptions of race, gender, and class identities in the media and politics.

Keywords:   race, gender, class, journalism, news, brand, intersectionality, Tea Party

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