The chapter deals with themes in the analysis of contemporary popular culture, as demonstrated in recent academic publications. The chapter is divided into three sections: 1: Identity and Culture; 2: Media and Identity; 3: Seriality. Section one begins with a discussion of the relation between identity and culture in British and European cultural industries; it then moves to a discussion of the relation between discourse and identity in reality television. Section two examines two monographs that deal with the way that gender is represented in fictional texts and by artists working in popular culture. Section three deals with the process of serialization in two texts that cover the development of serial narratives in a number of forms and media; and the chapter finishes with a monograph which traces a particular kind of serial narrative- one in which the details of the narrative vary, but the location of the text in the year is fixed.