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The chapter will review significant changes in information technology (IT) affecting research over the 30-year history of Communication, Information Technology, and Media Sociology. It compares broad overviews of computers and the social sciences published shortly after the beginning of the section (1989 and 1990) with a contemporary overview of online research methods from 2017. It also draws on my own experiences from 1981 to the present as both an academic and a software entrepreneur. The author will discuss how changes in the section parallel developments in social science computing over this period, identifying some of the significant ways IT has transformed both the methods of research and the substantive foci of research. Finally, the author extrapolates into the future to consider how continuing changes in the Internet, big data, artificial intelligence, and natural language understanding may change how sociological research is conducted in the foreseeable future.

From Dr No in 1962 to Spectre in 2015 the opening themes for James Bond movies have always played an important role in marketing, audience expectation and reception. Whether instrumental or sung, brassy or orchestral, upbeat or mellow, the music and/or lyrics, alongside innovative title sequences, function as key signifiers of gender representation in the ongoing series of spy adventures. Bond’s suave machismo, for example, is immediately set out in the opening titles for Dr No created by Maurice Binder. The iconic image of Bond viewed through a gun barrel as a shot rings out, is punctuated by Monty Norman’s theme music with its swinging brass and the tough, machine-gun like sound of electric guitar being played fiercely with a plectrum. Although this theme became synonymous with the character, there was a shift towards songs written specifically to tie-in with subsequent film titles although the lyrics rarely had anything to do with the narratives of the film. The title sequences themselves also became more provocative, invariably focussing on silhouetted, naked or semi-naked female bodies or their component parts alongside gun barrels and bullets, albeit in a highly stylised and artistic manner. This chapter, then, will consider how the theme music functions with the opening credits sequences in relation to the representation of women, race and the image of Bond himself and how the character has changed over time.

Purpose – We examine the meanings of objects that have indexical (or direct first-hand) connections to celebrities. In so doing, we distinguish between the meanings of proximal indexicality versus contagious indexicality. We reveal how these disparate meanings are linked to how consumers use a celebrity object, either by displaying the object or by using the object as the celebrity had originally used the object.

Methodology – Our informants were consumers participating in sales of celebrity-owned items. Data include videotaped depth interviews, photographs of auction participants and celebrity objects, field notes, and auction catalogue descriptions.

Findings – Some consumers were fans who desired to be close to the celebrity, while others participating in celebrity-object auctions desired to become a celebrity themselves. Those that desired to be close to the celebrity (fans) were attracted to the proximal indexical meaning of the object, in which an indexical link conveyed a perceived closeness between the perceiver and the signified (e.g., consumer and celebrity) through the indexically linked object. Those that desired to become a celebrity themselves were attracted to the contagious indexical meaning of the object which facilitates a perceived contamination of the perceiver (e.g., consumer) by the essence of the signified (e.g., celebrity) through the indexically linked object.

Contributions – We contribute to the Peircian semiotic framework as used in consumer research by differentiating between the meanings of proximal indexicality and contagious indexicality. We show these meanings are linked to consumers’ display use versus the original use of the celebrity-owned object.