Tabla de Contenidos:
  • Cover; Half Title; Title; Copyright; Contents; Acknowledgments; Section I: Introduction; Chapter 1: Branding Desire: Strategies of Consumer Affectation in Early Classical Hollywood Film; Chapter 2: The PushmiPullu of Fandom; Chapter 3: MySpace Music's Pivotal Role in the Digitalization of Music Culture; Section II: Emerging Dynamics in Contemporary Consumerism; Chapter 4: A Qualitative Comparison of Mad Men Fans in New Zealand and Italy; Chapter 5: "This Is so Bad, We Have to Watch It": Acquiring Subcultural Capital through Oppositional Viewing Strategies
  • Chapter 6: The Cannibals: Consuming Celebrity through Digital MourningChapter 7: Brick by Brick: De/Reconstructing the Children's Animated Film Genre; Section III: Ongoing Tensions of Structure and Agency in Consumer Identities; Chapter 8: I Protest! A Postcolonial Critique of Media Fan Activism in a Globalized World; Chapter 9: Big Data and Twitter: Finding the Stepping Stones in Consumer Communications; Chapter 10: Ethical Consumerism in the Emerging EU Digital Contract Legislation; Notes on Contributors; Notes on Editors; Index; Back Cover