"This is a wonderful book. Will Brooker provides a wealth of badly-needed evidence, which will be of great use to anyone interested in ongoing debates about the relation between cultural production and consumption, the place of media in identity formation, and the ways in which meanings are produced from texts. The book is intelligent and informed, and is supremely careful only to make claims which are supported by the evidence it presents. It shows that it is not only possible, but vitally important, for academics to have a detailed knowledge of the texts and communities they are writing about, if they are to provide reasonable analyses of the ways in which they function. Above all, this book is beautifully written, and extremely readable."--Alan McKee, Continuum: Journal of Media and Cultural Studies.