{"product_id":"fandom-as-subculture-paperback","title":"Fandom as Subculture - Paperback","description":"\u003cdiv\u003e\u003cp style=\"text-align: right;\"\u003e\u003ca href=\"https:\/\/reportcopyrightinfringement.com\/\" target=\"_blank\" rel=\"nofollow\"\u003e\u003cb\u003eReport copyright infringement\u003c\/b\u003e\u003c\/a\u003e\u003c\/p\u003e\u003c\/div\u003e\u003cp\u003eby \u003cb\u003eRobert Kozinets\u003c\/b\u003e (Author), \u003cb\u003eHenry Jenkins\u003c\/b\u003e (Author)\u003c\/p\u003e\u003cp\u003e\u003cb\u003eFrom Punks to Disneybounders: A Groundbreaking Look at the Style, Economics, and Politics of Modern Fandom\u003c\/b\u003e \u003c\/p\u003e\u003cp\u003e\u003c\/p\u003eIn an era where \"geek culture\" dominates the global box office and luxury brands collaborate with anime franchises, the line between rebellious subculture and mainstream consumerism has never been blurrier. Fandom as Subculture-the fourth volume in the essential Frames of Fandom series-brings together two of the world's leading scholars on participatory culture and consumer behavior to map this shifting terrain. Media theorist Henry Jenkins and marketing legend Robert V. Kozinets join forces to explore how fans use fashion, style, and creativity to build community, even as corporations race to monetize their passion. \u003cp\u003e\u003c\/p\u003eMoving beyond the classic debates of \"resistance\" versus \"selling out,\" Jenkins and Kozinets present a dynamic new framework for understanding the lifecycle of cultural trends. Through the lens of \"Sartorial Fandom,\" this book examines how identity is worn on the body-from the subtle signaling of \"Disneybounding\" to the politicized fashion of cross-cultural cosplay. \u003cp\u003e\u003c\/p\u003e\u003cb\u003eInside This Book: \u003c\/b\u003e\u003cul\u003e\n\u003cli\u003eThe Pinwheel Model: A sophisticated new theoretical tool that tracks how cultural sparks travel from subcultural innovation to corporate extraction, mass market sale, and fan \"resparking.\"\u003c\/li\u003e\n\u003cli\u003eCase Studies in Style: Deep dives into the worlds of Disneybounding (and the tension between costume and couture), Hijab cosplay, the revival of traditional Hanfu and Hanbok clothing in East Asia, and the rise of digital aesthetics like WitchTok and E-girls.\u003c\/li\u003e\n\u003cli\u003eThe Business of Cool: An insider's look at how brands \"hunt\" subcultures, featuring analyses of Hot Topic, Adult Swim, and the luxury branding of superheroes (from Black Panther watches to high-end Marvel collectability).\u003c\/li\u003e\n\u003cli\u003eIdentity \u0026amp; Politics: How marginalized communities--including Blerd (Black Nerd) culture and Black Girl Hockey Club-use subcultural formations to demand visibility and social justice.\u003c\/li\u003e\n\u003cli\u003eThe \"Post-Subculture\" Debate: A critical re-evaluation of the Birmingham School's legacy in the age of algorithms, surveillance capitalism, and global connectivity.\u003c\/li\u003e\n\u003c\/ul\u003e\u003cb\u003eWhy This Book Matters\u003c\/b\u003e: For decades, scholars have asked whether subcultures are dying. Jenkins and Kozinets argue that they are simply evolving. Fandom as Subculture challenges us to rethink the relationship between the fan and the brand. It is an indispensable resource for students and scholars of media studies, marketing, sociology, and cultural studies, as well as for the marketers who study them and the fans who live these lives every day. \u003cp\u003e\u003c\/p\u003e\u003cb\u003eAbout the Authors\u003c\/b\u003e: Henry Jenkins is the Provost Professor of Communication, Journalism, Cinematic Arts, and Education at the University of Southern California. He is the author of \u003ci\u003eTextual Poachers\u003c\/i\u003e and \u003ci\u003eConvergence Culture\u003c\/i\u003e. Robert V. Kozinets is the Jayne and Hans Hufschmid Chair of Strategic Public Relations and Business Communication at the University of Southern California. He is the creator of netnography and a globally recognized expert on social media and brand communities.\n            \u003cdiv\u003e\n\u003cstrong\u003eNumber of Pages:\u003c\/strong\u003e 226\u003c\/div\u003e\n            \u003cdiv\u003e\n\u003cstrong\u003eDimensions:\u003c\/strong\u003e 0.48 x 9 x 6 IN\u003c\/div\u003e\n            \u003cdiv\u003e\n\u003cstrong\u003ePublication Date:\u003c\/strong\u003e January 02, 2026\u003c\/div\u003e\n            ","brand":"BooksCloud","offers":[{"title":"Default Title","offer_id":52377563398418,"sku":"9798999208323","price":25.63,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0941\/2211\/5346\/files\/EdKiMNTnX79798999208323.webp?v=1781413635","url":"https:\/\/ckbookstore.net\/products\/fandom-as-subculture-paperback","provider":"CK BOOKSTORE","version":"1.0","type":"link"}