ABSTRACT
Chapter 1 introduces the reader to the phenomena of celebrity culture and fandom as well as their potential relationship with each other and their relevance to our contemporary culture. The rationale and underlying idea of the book is to take the reader on a “journey of discovery” into a consumer’s everyday lived fan relationship with a celebrity. The chapter, therefore, introduces the underlying research methodology of this study and explains the rationale, main ideas, concerns and benefits of the autoethnographic research approach that has been taken in this study.
