The paper argues that Mad Men and its interactive online applications offers viewers the symbolic resources necessary for making and remaking of identity in the contemporary era. In particular, I focus on the construction and mediation of female identity represented in the show and its intertexts. In doing so, I seek to contribute to the body of work which examines the concept of identity and its relationship to media as it has been argued that there remains a shortage of scholarship which involves ‘systematic and sustained examination of the actual texts and practices of popular media culture’ (Kellner, 1995: 234).
|Title of host publication||Previously On: Interdisciplinary Studies on TV Series in the Third Golden Age|
|Publisher||FRAME, Revista de Cine de la Biblioteca de la Facultad de Comunicación|
|Publication status||Published - 2011|