Jonathan Alexander is Professor of English and Gender & Sexuality Studies. He is now working on two projects. The first is a study of the sponsorship and branding of literacy by publishers of young adult fiction, and how young adult brands get picked up, understood, and used by readers. Since YA narratives are increasingly multimediated, Jonathan is interested in how media literacies are constructed as a series of exchanges in transmedia ecologies. Jonathan’s other project is a genealogy of the concept of virtuality as figured in the past century of science fiction and SF film and television. A chapter in this project, Aesthetics and Artificiality from À rebours to Avatar: Some Varieties of the Virtual Since 1884,” is forthcoming in Science Fiction Studies