Mark Duffett is a Associate Professor in Media and Cultural Studies at the University of Chester, UK. Mark is the author of "Understanding Fandom: An Introduction to the Study of Media Fan Culture" which explains in the last few decades, shifts in media technology and production have instead made fandom a central mode of consumption. Mark is back to discuss his recent work called "Rethinking Elvis" about looking through the iconic figures life and how he has shaped and influenced people around him as well as the culture and how we perceive this icon through our own various lenses.