{"product_id":"9781609383787","title":"Mad Men Unzipped: Fans on Sex, Love, and the Sixties on TV","description":"This is the story of the \u003ci\u003eMad Men\u003c\/i\u003e fan phenomenon: how the show and its fans distinguished themselves in a market where it’s hard to make an impression, not unlike the driven ad execs at the center of the show. In this book, four media psychologists who also just happen to be dedicated \u003ci\u003eMad Men\u003c\/i\u003e fans explore how the show’s viewers make meaning from fictional drama. The authors also interviewed several contemporary advertising industry professionals, getting their inside view of the business in its modern guise and what they make of the show’s vision of their past. The result is cutting-edge psychological research that crunches and codes online fan commentary to understand the ways that people use the show to debate complex social issues, from sex and alcohol to gender roles, parenting, and advertising itself. What do the 1960s mean to us today, and how well does the twenty-first century measure up against that famously turbulent decade? Which characters do fans identify with—and which ones do they love to hate? How would fans unfurl the \u003ci\u003eMad Men\u003c\/i\u003e storylines if they were in charge? What makes a good man, and has it changed over time? How should husbands and wives treat each other, and how should parents treat their children?\u003cbr\u003e \u003cbr\u003e In answering these questions, the authors explore not just the online commentary but also \u003ci\u003eMad Men\u003c\/i\u003e fans’ fan fiction, cosplay, cocktail making, and vintage furniture collecting. Whether tweeting as one of the main characters (or just a lowly mail clerk), setting Peggy up with the man who’ll treat her right, or figuring out just which “Mad Man” they are at heart, fans integrate the show into their lives and use it to make sense of their own choices in work, leisure, and love.\u003cbr\u003e","brand":"University of Iowa Press","offers":[{"title":"Default Title","offer_id":47177314468080,"sku":"9781609383787","price":22.5,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0737\/7593\/9824\/files\/9781609383787_p0.jpg?v=1763841923","url":"https:\/\/shop-qa.barnesandnoble.com\/products\/9781609383787","provider":"Barnes \u0026 Noble (DEV)","version":"1.0","type":"link"}