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Table of Contents
Dedication; Preface; Acknowledgments; Contents; List of Figures; List of Tables; Chapter 1: Introduction; References; Chapter 2: A Brief History ofßtheßField; A Changing Dissemination Model; Points ofßConstruction inßtheßFields; Early Twentieth-Century Librarianship: AnßInfluential Matriarchy Assumes Control; Publishing inßtheßProgressive Era; Mid-century: Cold War Era; Mid-century Librarianship; Changing Institutions; Mid-century Publishing; From "Protectors" toß"Advocates:" How theß1970s Changed Everything; Young Adult Librarians Coming ofßAge; YAAN's Trailblazing.
The Library andßtheßWomen's MovementSex Education andßtheßLibrary; Young Adult Librarians asßSocial Workers; A Shift toßTeens' Voices; Publishers' Interactions via YAAN; Realist Fiction: Publishing forßYoung Adults inßtheß1960s andß1970s; Late Twentieth Century: Teens Voices andßNew Business Models; Technology andßYoung Adult Services; 1980s andßBeyond: Teens Voices (BBYA) andßtheßYALSA Blog; Librarianship andßtheßYALSA Blog; References; Chapter 3: Branding Books, Branding Readers: Marketing toßTeens inßtheßDigital Age; Introduction; The Print Model: Top-Down Marketing toßTeens.
Toward aßNew Configuration ofßPublishing: RiseßofßtheßSuperstoresBranding Teens; Scholastic: Publisher asßMega-Brand; From Top-Down toßBottom-Up Marketing; Publishers andßSocial Media: Three Perspectives; A Small Publisher's Perspective; A Medium-Sized Publishers' Perspective; A Large-Sized Publisher's Perspective; Affective andßImmaterial Labor by Teens: WhoßIsßReading Whom?; Changing Ideologies onßChildren, Books, andßReading; False Assumptions About Teens andße-Reading?; Summary andßConclusions; References; Chapter 4: From RandomBuzzers toßFigment: Teens'ßAffective andßImmaterial Labor.
Contemporary Marketing to Teens: From Publisher Websites to RandomBuzzers.comInterpellating Teens; Who Were theßRandomBuzzers?; RandomBuzzers, Activities andß"Pay"; Establishing Openness; The Digital Enclosure: Control, Surveillance, andßOwnership; From RandomBuzzers toßFigment; Back toßtheßLibrary: How Did Librarians Feel About Publishers' Teen Sites?; Beyond Publishers' Websites: How Teens ParticipateßinßBooks Online; Conclusion; References; Chapter 5: TwilightSaga.com (2009-12): Fandom andßtheßLifespan ofßaßCorporate Fan Site; Introduction.
Transnational Publishers andßtheßPush forßCommodity BooksCommercializing Culture: Toward aßPolitical Economy ofßReading; Gatekeepers' Taste and Teen Taste: A Conflict of Interests?; World-Building: Twilight-Style; Twilight's "Wild West" Fandom onßtheßWeb; Pulling Fans fromßIndependent Sites onto the Official Hachette Site: TheßTeam Edward vs. Team Jacob Debate; From Subculture toßMainstream: How Hachette Attracted Twi-Fans; TwilightSaga.com's Digital Corral; What Could Fans Do onßtheßTwilightSaga.com Site inß2012?; Prosumer Fans.
The Library andßtheßWomen's MovementSex Education andßtheßLibrary; Young Adult Librarians asßSocial Workers; A Shift toßTeens' Voices; Publishers' Interactions via YAAN; Realist Fiction: Publishing forßYoung Adults inßtheß1960s andß1970s; Late Twentieth Century: Teens Voices andßNew Business Models; Technology andßYoung Adult Services; 1980s andßBeyond: Teens Voices (BBYA) andßtheßYALSA Blog; Librarianship andßtheßYALSA Blog; References; Chapter 3: Branding Books, Branding Readers: Marketing toßTeens inßtheßDigital Age; Introduction; The Print Model: Top-Down Marketing toßTeens.
Toward aßNew Configuration ofßPublishing: RiseßofßtheßSuperstoresBranding Teens; Scholastic: Publisher asßMega-Brand; From Top-Down toßBottom-Up Marketing; Publishers andßSocial Media: Three Perspectives; A Small Publisher's Perspective; A Medium-Sized Publishers' Perspective; A Large-Sized Publisher's Perspective; Affective andßImmaterial Labor by Teens: WhoßIsßReading Whom?; Changing Ideologies onßChildren, Books, andßReading; False Assumptions About Teens andße-Reading?; Summary andßConclusions; References; Chapter 4: From RandomBuzzers toßFigment: Teens'ßAffective andßImmaterial Labor.
Contemporary Marketing to Teens: From Publisher Websites to RandomBuzzers.comInterpellating Teens; Who Were theßRandomBuzzers?; RandomBuzzers, Activities andß"Pay"; Establishing Openness; The Digital Enclosure: Control, Surveillance, andßOwnership; From RandomBuzzers toßFigment; Back toßtheßLibrary: How Did Librarians Feel About Publishers' Teen Sites?; Beyond Publishers' Websites: How Teens ParticipateßinßBooks Online; Conclusion; References; Chapter 5: TwilightSaga.com (2009-12): Fandom andßtheßLifespan ofßaßCorporate Fan Site; Introduction.
Transnational Publishers andßtheßPush forßCommodity BooksCommercializing Culture: Toward aßPolitical Economy ofßReading; Gatekeepers' Taste and Teen Taste: A Conflict of Interests?; World-Building: Twilight-Style; Twilight's "Wild West" Fandom onßtheßWeb; Pulling Fans fromßIndependent Sites onto the Official Hachette Site: TheßTeam Edward vs. Team Jacob Debate; From Subculture toßMainstream: How Hachette Attracted Twi-Fans; TwilightSaga.com's Digital Corral; What Could Fans Do onßtheßTwilightSaga.com Site inß2012?; Prosumer Fans.