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v Contents Acknowledgments vii Introduction: When Television and New Media Work Worlds Collide 1 DENISE MANN 1 Authorship Up for Grabs: Decentralized Labor, Licensing, and the Management of Collaborative Creativity 32 DEREK JOHNSON 2 In the Game: The Creative and Textual Constraints of Licensed Video Games 53 JONATHAN GRAY 3 Going Pro: Gendered Responses to the Incorporation of Fan Labor as User-Generated Content 72 WILL BROOKER 4 Labor of Love: Charting The L Word 98 JULIE LEVIN RUSSO 5 The Labor Behind the Lost ARG: WGA’s Tentative Foothold in the Digital Age 118 DENISE MANN 6 Post-Network Reflexivity: Viral Marketing and Labor Management 140 JOHN T. CALDWELL 7 Fan Creep: Why Brands Suddenly Need “Fans” 161 ROBERT V. KOZINETS vi • Contents 8 Outsourcing The Office 176 M. J. CLARKE 9 Convergent Ethnicity and the Neo-Platoon Show: Recombining Difference in the Post-Network Era 197 VINCENT BROOK 10 Translating Telenovelas in a Neo-Network Era: Finding an Online Home for MyNetwork Soaps 223 KATYNKA Z. MARTÍNEZ 11 The Reign of the “Mothership”: Transmedia’s Past, Present, and Possible Futures 244 HENRY JENKINS Notes on Contributors 269 Index 273 ...

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