'Be Sleek, be stylish, be yourself': Identity, Interactivity and Mad Men

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Abstract

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).
Original languageEnglish
Title of host publicationPreviously On: Interdisciplinary Studies on TV Series in the Third Golden Age
EditorsMiguel Perez-Gomez
PublisherFRAME, Revista de Cine de la Biblioteca de la Facultad de Comunicación
Publication statusPublished - 2011

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