Description: "Broadens folklore analysis to critically consider all manner of vernacular and commercial engagements to investigate how "folklore" is understood and mobilized within a variety of popular discourses and in different commercial marketplaces, in commodities, and in genres"--
Review Quotes: "This fascinating collection explores the shifting boundaries between traditional folklore and commercial culture at a moment when vernacular and participatory culture thrives and people seek 'authenticity' even in their fictions."
--Henry Jenkins, coeditor of Popular Culture and the Civic Imagination
--Roger Luckhurst, Birkbeck, University of London "A valuable contribution that builds a nuanced and highly productive theoretical framework for understanding a range of cultural forms that might otherwise seem peripheral to the field or have been dismissed as misguided or outmoded popular understandings of 'folklore.'"
--Jennifer Schacker, University of Guelph "Invaluable for folklorists and for all scholars, and indeed anyone seeking to navigate and describe the complexity of the hypermodern cultural landscape in our era of 'vernacular hybridity, ' in which distinctions between popular/folk/elite, institutional/vernacular, official/informal, commercial/noncommercial, anonymous/authored, online/offline, fictional/factual are breaking down."
--Lowell Brower, University of Wisconsin