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Even if you believe that fan and brand communities lack the clout to significantly alter corporate behavior, you still need to understand the way participation works within this new affective economy so that you can direct criticisms at the actual mechanisms by which Madison Avenue seeks to reshape our hearts and minds.
As part of the experiment, I always ask my students to write about being left in the technological cold. I want to know about their expectations, reservations, and day-to-day experience of disconnection. Give me the good and the bad.