ABSTRACT
This chapter explores 'transnational cultural fandom' and discusses its location within the intricate landscape of cultural globalization, global cultural industries and nation branding projects. The socio-cultural, technological and geographical contexts where cultural fandom operates have changed noticeably. The advancement of consumerism has resulted in the abundance and diversification of popular culture and more generous social attitudes towards affective consumption of it. Fan research has provided fascinating accounts of cultural consumers who deeply admire and feel attached to particular cultural and media texts to the level where their affection for the text plays a determinant role in shaping their identities and ways of life. Cultural and media fandom existing across national borders is not new. As shown by the worldwide stardom enjoyed by popular US film actors and pop singers over decades, mass culture originated from the USA has enjoyed global markets and global fan bases.
