Tag: branding

The Gendered Politics of Digital Brand Labor

In the so-called “attention economy,” brands increasingly harness the immaterial labor of social media participants. To what extent can these digital activities by understood as gendered? This post draws on findings from a recently published International Journal of Cultural Studies article to explore the gendered politics of social media labor.


Mediating the Past: Mad Men’s Sophisticated Weekly Get Together

While this media surge contributed to this season’s premiere becoming Mad Men’s highest rated episode ever, ratings are not really the point. Mad Men sustains AMC’s brand, providing a specific and prestigious visibility that extends beyond those who actually watch. Mad Men also offers viewers the opportunity to feel simultaneously nostalgic for and superior to a version of an earlier era, achieving a “sophisticated weekly get together of the people we dig and who dig us.”