Consumer Identities : Agency, Media and Digital Culture.

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 Mourning -- Chapter 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.

Consumer Identities explores the notion of agency by tracing the role and activities of consumers from the pre-Internet age into the possible future. Using an overview of the historical creation of consumer identity, the collection demonstrates that active consumption is not merely a product of the digital age; it has always been a means by which a person can develop identity.

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Electronic reproduction. Ann Arbor, Michigan : ProQuest Ebook Central, 2024. Available via World Wide Web. Access may be limited to ProQuest Ebook Central affiliated libraries.