Nice article in the Guardian about the PMYCA, - it's expensive to subscribe I'll see if I can get the library to join up.
Popular and youth culture research is a really important part of your studies, if you have no concept of where you are in society, or how to understand popular culture and use it in your work - you will have no place in the industry. Everything needs to be directed to a client - and being able to focus on social trend is essential.
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