Gabriella Lukacs is an Associate Professor at the University of Pittsburgh. She is a Japanologist who specializes in television and digital media studies. She is the author of Scripted Affects, Branded Selves: Television, Subjectivity, and Capitalism in 1990s Japan (Duke University Press, 2010). The book project she is currently working on explores issues of labor and gender in the digital media economy through such case studies as the net idols, cell phone novelists, female Internet traders, young female photographers, video game designers, and fashion bloggers.