Her research focuses on the intersections of promotional culture, new media, self-presentation, and new forms of labour and economic value. She also writes on the university as a cultural and political site. She has published widely in such journals as Continuum, Journal of Consumer Culture, Journal of Communication Inquiry, and Topia: Canadian Journal of Cultural Studies, and in edited volumes including The Media and Social Theory, Blowing Up the Brand, and The Routledge Companion to Advertising and Promotional Culture. She is co-author, with Liora Salter, of Outside the Lines: Issues in Interdisciplinary Research (McGill-Queens University Press, 1997).