Henry Jenkins and Robert Kozinets recently released the third book in their Frames of Fandom book series, Fandom as Consumer Collective and the fourth book, Fandom as Subculture, will be published before the end of 2025.  Altogether, fifteen volumes have been planned in this series and are at various stages. The books are being self-published and print-on-demand on Amazon. This post provides an excerpt from the third book, which examines how consumer collectives overlap with, include, and also transcend subcultures and audiences to form a new type of social grouping, simultaneously engaged with and critical of consumer culture.