29. Robert V. Kozinets, “E-Tribalized Marketing? The Strategic Implications of Virtual Communities of Consumption,“ European Management Journal, 17(3) (1999): pp. 252–264.

30. Roberts, Lovemarks, p. 170.

31. Ibid., p. 172.

32. Marc Gobe, Emotional Branding: The New Paradigm for Connecting Brands to People (NewYork: Allworth Press, 2001);John Hagel III and Arthur G. Armstrong, Net.Gain: Expanding Markets through Virtual Communities (Cambridge, Mass.: Harvard University Press, 1997).

33. Don Peppers, “Introduction,“ in Seth Gordon, Permission Marketing: Turning Strangers into Friends and Friends into Customers (NewYork: Simon and Schuster, 1999), p. 12.

34. Phillip Swann, TV.Com: How Television Is Shaping Our Future (New York: TV Books, 2000), pp. 9-10.

35. Ibid., p. 31.

36. Albert M. Muniz Jr. and Thomas С. О ' Guinn, “Brand Community“ Journal of Consumer Research, March 2001, p. 427.

37. Kozinets, “E-Tribalized Marketing?“ p. 10.

38. Ibid., p. 12.

39. Предварительные результаты исследований были представлены в докладах David Ernst, Stacey Lynn Koerner, Henryjenkins, Sangita Shres-thova, Brian Thiesen, and Alex Chisholm, «Walking the Path: Exploring the Drivers of Expression,», сделанных на конференции Advertising Research Foundation/ESOMAR Conference, June 2003.

40. David Morley, Family Television: Cultural Power and Domestic Leisure (London: Routledge, 1996).

41. James H. McAlexanderJohn W. Schouten, and Harold F. Koenig, «Building Brand Community» Journal of Marketing, January 2002, pp. 38–54.

42. Deborah Starr Seibel, «American Idol Outrage: Your Vote Doesn't Count, «Broadcasting & Cable, May 17, 2004, p. 1.

43. Deborah Jones, «Gossip: Note on Women's Oral Culture, «Women's Studies International Quarterly 3 (1980): 194–195.

44. Cass Sunstein, Republic.Com (Princeton, N.J.: Princeton University Press, 2002).

45. Wade Paulsen, «Distorted American Idol Voting Due to an Overtaxed American Power Grid?» Reality TV World, http://www.realitytvworld.com/in-dex/articles/story.php?s=2570.

46. Staff, “The Right Fix for Fox,“ Broadcasting & Cable, May 24,2004, p. 36.

47. Joan Giglione, “What's Wrongwith the American Idol Voting System,“ May 24, 2004.

48. Wade Paulson, “Eltonjohn Calls American Idol Voting'lncredibly Racist' “ Reality TV World, April 28, 2004, http://www.realitytvworld.com/index/arti-cles/story.php?s=2526.