This book offers a unique methodological guide for social and marketing scholars interested in understanding and using digital methods to explore the processes of platformisation of consumer culture unfolding on digital media. The book introduces the reader to key digital methods concepts, strategies, and techniques through a set of ad hoc case studies focused on the most prominent digital platforms (such as Facebook, Spotify, or TripAdvisor) as well as emerging trends in digital consumer culture (such as, the consumption of nostalgia, the radicalisation of taste, or ephemeral consumption).

Against the grain of the growing literature on screens, *Screen Genealogies* argues that the present excess of screens cannot be understood as an expansion and multiplication of the movie screen nor of the video display. Rather, screens continually exceed the optical histories in which they are most commonly inscribed. As contemporary screens become increasingly decomposed into a distributed field of technologically interconnected surfaces and interfaces, we more readily recognize the deeper spatial and environmental interventions that have long been a property of screens. For most of its history, a screen was a filter, a divide, a shelter, or a camouflage. A genealogy stressing transformation and descent rather than origins and roots emphasizes a deeper set of intersecting and competing definitions of the screen, enabling new thinking about what the screen might yet become.