Bøger i Postmillennial Pop serien

Provides a clear understanding of how people are spreading ideas and the implications these activities have for business, politics, and everyday life

Investigates the rise of "guerrilla marketing" as a way of understanding increasingly covert and interactive flows of commercial persuasion.

The initial success of a single product like X-Men, Star Trek, and Transformers led to a long-term embrace of media franchising. The author examines the corporate culture behind these production practices, as well as the collaborative and creative efforts involved in conceiving, sustaining, and sharing intellectual properties in media work worlds.

A provocative, must-read investigation that both appreciates the importance of¿and punctures the hype around¿big-time contemporary American athleticsIn an increasingly secular, fragmented, and distracted culture, nothing brings Americans together quite like sports. On Sundays in September, more families worship at the altar of the NFL than at any church. This appeal, which cuts across all demographic and ideological lines, makes sports perhaps the last unifying mass ritual of our era, with huge numbers of people all focused on the same thing at the same moment. That timeless, live quality¿impervious to DVR, evoking ancient religious rites¿makes sports very powerful, and very lucrative. And the media spectacle around them is only getting bigger, brighter, and noisier¿from hot take journalism formats to the creeping infestation of advertising to social media celebrity schemes.More importantly, sports are sold as an oasis of community to a nation deeply divided: They are escapist, apolitical, the only tie that binds. In fact, precisely because they appear allegedly ¿above politics,¿ sports are able to smuggle potent messages about inequality, patriotism, labor, and race to massive audiences. And as the wider culture works through shifting gender roles and masculine power, those anxieties are also found in the experiences of female sports journalists, athletes, and fans, and through the coverage of violence by and against male bodies. Sports, rather than being the one thing everyone can agree on, perfectly encapsulate the roiling tensions of modern American life.Michael Serazio maps and critiques the cultural production of today¿s lucrative, ubiquitous sports landscape. Through dozens of in-depth interviews with leaders in sports media and journalism, as well as in the business and marketing of sports, The Power of Sports goes behind the scenes and tells a story of technological disruption, commercial greed, economic disparity, military hawkishness, and ideals of manhood. In the end, despite what our myths of escapism suggest, Serazio holds up a mirror to sports and reveals the lived realities of the nation staring back at us.

A revealing look at the pleasure we get from hating figures like politicians, celebrities, and TV characters, showcased in approaches that explore snark, hate-watching, and trolling The work of a fan takes many forms: following a favorite celebrity on Instagram, writing steamy fan fiction fantasies, attending meet-and-greets, and creating fan art as homages to adored characters. While fandom that manifests as feelings of like and love are commonly understood, examined less frequently are the equally intense, but opposite feelings of dislike and hatred. Disinterest. Disgust. Hate. This is anti-fandom. It is visible in many of the same spaces where you see fandom: in the long lines at ComicCon, in our politics, and in numerous online forums like Twitter, Tumblr, Reddit, and the ever dreaded comments section. This is where fans and fandoms debate and discipline. This is where we love to hate. Anti-Fandom,a collection of 15 original and innovative essays, provides a framework for future study through theoretical and methodological exemplars that examine anti-fandom in the contemporary digital environment through gender, generation, sexuality, race, taste, authenticity, nationality, celebrity, and more. From hatewatching Girls and Here Comes Honey Boo Boo to trolling celebrities and their characters on Twitter, these chapters ground the emerging area of anti-fan studies with a productive foundation. The book demonstrates the importance of constructing a complex knowledge of emotion and media in fan studies. Its focus on the pleasures, performances, and practices that constitute anti-fandom will generate new perspectives for understanding the impact of hate on our identities, relationships, and communities.