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This is the story of the Mad Men fan phenomenon: how the show and its fans distinguished themselves in a market where it’s hard to make an impression, not unlike the driven ad execs at the center of the show. In this book, four media psychologists who also just happen to be dedicated Mad Men fans explore how the show’s viewers make meaning from fictional drama. The authors also interviewed several contemporary advertising industry professionals, getting their inside view of the business in its modern guise and what they make of the show’s vision of their past. The result is cutting-edge psychological research that crunches and codes online fan commentary to understand the ways that people use the show to debate complex social issues, from sex and alcohol to gender roles, parenting, and advertising itself. What do the 1960s mean to us today, and how well does the twenty-first century measure up against that famously turbulent decade? Which characters do fans identify with—and which ones do they love to hate? How would fans unfurl the Mad Men storylines if they were in charge? What makes a good man, and has it changed over time? How should husbands and wives treat each other, and how should parents treat their children?

In answering these questions, the authors explore not just the online commentary but also Mad Men fans’ fan fiction, cosplay, cocktail making, and vintage furniture collecting. Whether tweeting as one of the main characters (or just a lowly mail clerk), setting Peggy up with the man who’ll treat her right, or figuring out just which “Mad Man” they are at heart, fans integrate the show into their lives and use it to make sense of their own choices in work, leisure, and love.

After the Great War, British men and women grappled with their ignorance about sexuality and desire. Seeking advice and information from doctors, magazines, and each other, they wrote tens of thousands of letters about themselves as sexual subjects. In these letters, they disclosed their uncertainties, their behaviors, and the role of sexuality in their lives. Their fascinating narratives tell how people sought to unleash their imaginations and fashion new identities.

Making Modern Love shows how readers embraced popular media—self-help books, fetish magazines, and advice columns—as a source of information about sexuality and a means for telling their own stories. From longings for transcendent marital union to fantasies of fetish-wear, cross-dressing, and whipping, men and women revealed a surprising range of desires and behaviors (queer and otherwise) that have been largely disregarded until now.

Lisa Sigel mines these provocative narratives to understand how they contributed to new subjectivities and the development of modern sexualities.