Dr Brooke Erin Duffy

Assistant Professor

Advertising and M&C

Annenberg Hall, Room 305
2020 North 13th Street
Philadelphia, PA 19122

Social Media


Brooke Erin Duffy, Ph.D., is an Assistant Professor in the Department of Advertising and member of the graduate faculty of the Media & Communication Program. Her research interests include media and cultural production, digital culture, feminist media studies, and critical analyses of advertising and consumer culture.

Her current book project, Aspirational Labor: Women and Creative Work in an Age of Social Media (Yale University Press, forthcoming) brings gender and class politics to the fore of recent debates about digital labor and entrepreneurialism. The book draws upon in-depth interviews with fashion, beauty, and lifestyle bloggers and vloggers; participant observation at fashion and tech events; and an analysis of professionalization resources aimed at social media producers.

Her first book, Remake, Remodel: Women’s Magazines in the Digital Age (University of Illinois Press, 2013), explored the rapidly changing technologies and political economies of cultural production through an analysis of the women’s magazine industry. She is co-editor of Key Readings in Media Today: Mass Communication in Contexts with Joseph Turow (Routledge, 2009).

Her work has been published or is forthcoming in such journals as Critical Studies in Media Communication, Communication, Culture & Critique, Feminist Media Studies, the International Journal of Cultural Studies, and The Communication Review, among others. In 2014, she received the inaugural Lillian Lodge Kopenhaver Outstanding Junior Scholar Award.

Dr. Duffy  completed her Ph.D. at the Annenberg School for Communication at the University of Pennsylvania in 2011. She holds a B.A. from The Pennsylvania State University and a M.A. from the University of Pennsylvania. She is a member of the Annenberg School’s Alumni Advisory Board.


PhDCommunicationUniversity of Pennsylvania
MACommunicationUniversity of Pennsylvania
BA, HonorsCommunications, AdvertisingPennsylvania State University



Duffy, B. E. (in progress). Aspirational labor: Women and creative work in an age of social media. New Haven, CT: Yale University Press. 

Duffy, B. E. (2013). Remake, remodel: Women’s magazines in the digital age.  Urbana, IL: University of Illinois Press.  

Duffy, B. E., & Turow, J. (Eds.). (2009). Key readings in media today: Mass communication in contexts. New York, NY: Routledge.


Duffy, B. E. & Hund, E. (in press). “Having it all” on social media: Entrepreneurial femininity and self-branding among fashion bloggers. Social Media + Society.

Duffy, B. E. (2015). Gendering the labor of social media production. Feminist Media Studies, “Commentary and Criticism,”15(4), 710-714. View

Boston, N. A., & Duffy, B. E. (2015). “What actually matters”: Identity, individualization, and aspiration in media work: The case of glossy magazine production. In M. Banks, V. Mayer, & B. Conor, (Eds.)  Production studies, the sequel! Cultural studies of global media industries (pp. 213-226). New York: Routledge.

Duffy, B. E. (2015). The romance of work: Gender and aspirational labour in contemporary culture industries. International Journal of Cultural Studies. Online first (ahead of print), February 25, 1-17.

Duffy, B. E. (2015). Amateur, autonomous, collaborative: Myths of aspiring female cultural producers in Web 2.0. Critical Studies in Media Communication, 32(1), 48-64. View

Duffy, B. E. (2014). Link love and comment karma: Norms and politics of evaluation in the fashion blogosphere. In H. C. Suhr (Ed.) Online evaluation of creativity and the arts, New York: Routledge. View

Duffy, B. E. (2013). Manufacturing authenticity: The rhetoric of ‘real’ in women’s magazines. The Communication Review, 16(3), 132-154. View

Duffy, B. E. (2013). The new ‘real women’ of advertising: Subjects, experts and producers in the interactive era.  In M. McAllister & E. West, (Eds.) The Routledge companion to advertising and promotional culture (pp. 223-236). New York: Routledge. View

Duffy, B. E., Liss-Mariño, T. & Sender, K. (2011). Television depictions of the creative industries: Peeking behind the gilt curtain. Communication, Culture, & Critique, 4(3), 275–292. View

Duffy, B. E. (2010). Empowerment through endorsement?  Polysemic meaning in Dove’s user-generated advertising. Communication, Culture, & Critique, 3(1), 26-43. View

Duffy, B. E. (2009). Shopping with friends you’ve never met: Social shopping in the age of e-tailing. Rocky Mountain Communication Review, 6(1), 92-97.

Duffy, B. E. (2008). Introduction. In B. E. Duffy & J. Turow, (Eds.) Key readings in media today: Mass communication in contexts (pp. 1-13). New York: Routledge

Duffy, B. E. (2008). Time ahead: Digital challenges facing print magazines. In B. E. Duffy & J. Turow, (Eds.) Key readings in media today: Mass communication in contexts (pp. 160-165). New York: Routledge.