Journal articles: 'American Seeding Machine Company' – Grafiati (2024)

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Abstract Jack pine seed from local seed sources received six treatment combinations by Hilleshog AB of Sweden as follows: (1) control, no treatment, (2) pelleting, (3) coloring, (4) pelleting and coloring, (5) coloring and scenting, and (6) pelleting, coloring and scenting. Laboratory tests performed by Hilleshog AB, a Swedish agriculture seed treating company that pelleted the test seed, showed pelleting to slow the rate of germination, but germination capacity was greater than 90% after 21 days for all treatments. Treated seed were factorially combined with hand and mechanical sowing methods with Bracke scarification in May 1984 on a sandy jack pine site west of Thunder Bay. Another treatment consisted of manually made pyramidal impressions from a corrugated pallet, which compacted the upper-mid-slope region of the scalp. This treatment, randomized within the 2 × 6 factorial design was then hand sown with untreated seed. Percentage of stocked scalps 2 months after germination showed hand sowing to be superior to machine sowing (45% vs 36%). Hand-sown untreated seed performed slightly better than treated seed (58% vs 32%-49%), but differences between seed treatments were not significant when sown by machine. Best results were obtained from untreated seed sown onto the upper slope of a Bracke scalp stabilized by the corrugated pallet (79%). Microsite stabilization appears critical for successful stocking of jack pine and merits further study toward scarification machinery modification. North. J. Appl. For. 5:237-240, December 1988.

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The ArgumentThis article uses the history of early sound recording technology in the united States between 1878 and 1915 to show how published discourse contributed to the way the talking machine was defined and situated as a commercially viable product. Comparing the published accounts of Edison's phonograph and Berliners gramophone in popular scientific articles between 1878 and 1896 illustrates that technological advances in sound recording technology take on important cultural meanings. Critical to these meanings is the way in which the technological “fidelity” is linguistically transformed into an aesthetic quality, projected and interpreted within demonstrable values of musical culture. Beginning in 1902, the Victor Talking Machine Company, formed to market the gramophone, took advantage of these cultural meanings to claim a technological advantage over Edison's cylinder recorder. Whose voice was recorded became part of the claim to technological superiority. The Victor Company succeeded in capitalizing “Culture” by promoting their recordings of opera stars like Enrico Caruso as technologically and culturally faithful to live musical performance and as a democratically available access to a privileged lifestyle. Thus did the Victor Company use a terrier and a tenor to legitimate their talking machine as an American musical instrument

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The first magnetic recorder, the telegraphone, was invented in 1898 in Denmark. Despite favorable publicity and considerable investment, the telegraphone was a commercial failure. This article uses the theoretical concept of “frames of meaning” to explain that failure, focusing on three factors in particular: Denmark's status as a technologically peripheral country, the telephone orientation of the telegraphone's inventors, and management failures by the firm set up to manufacture the machine.

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This study examines the Singer Sewing Machine Company’s strategies for selling family sewing machines on a global scale. In marketing the sewing machine, the American-headquartered Singer focused on ornamental embroidery or “fancy” sewing, defining home sewing as art, to distance the company and the appliance from negative perceptions of women’s garment work as industrial manufacturing. Singer created its Embroidery Department in the early 1890s in response to consumers’ sewing preferences. The department reflects how the home became a site where global capitalism was constructed and articulated. Singer’s Embroidery Department had representatives in many countries, coordinating expositions and other advertising. In the case of Singer in Spain and the United States, women who took part in the department’s work were an essential part of the corporate-integrated operation. This article examines the relationship between Singer’s corporate strategies and gender and culture in Spain and the United States.

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Headquartered in the United States, the Singer Sewing Machine Co. did business all around the world in the early twentieth century. It regularly encountered wars, economic nationalism, and revolutions; in response, it normally created subsidiaries or gave in to expropriation. After the revolution in Mexico (1910–1920), Singer's marketing organization maintained normal operations and even prospered. The company succeeded, in part, by constantly associating the sewing machine with the idea of “modern” womanhood in Revolutionary Mexico. By revealing Singer's marketing strategies and focusing on gender, this article shows that multinational corporations and Latin American governments were not always at odds and could sometimes forge a profitable relationship.

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In 1965, Frederick (Fritz) Maytag III began a decades-long revitalization of Anchor Brewing Company in San Francisco, California. This was an unexpected venture from an unlikely brewer; for generations, Maytag's family had run the Maytag Washing Machine Company in Iowa and he had no training in brewing. Yet Maytag's career at Anchor initiated a phenomenal wave of growth in the American brewing industry that came to be known as the microbrewing—now “craft beer”—revolution. To understand Maytag's path, this article draws on original oral histories and artifacts that Maytag donated to the Smithsonian Institution's National Museum of American History via the American Brewing History Initiative, a project to document the history of brewing in the United States. The objects and reflections that Maytag shared with the museum revealed a surprising link between the birth of microbrewing and the strategies and culture of mass manufacturing. Even if the hallmarks of microbrewing—a small-scale, artisan approach to making beer—began as a backlash against the mass-produced system of large breweries, they relied on Maytag's early, intimate connections to the assembly-line world of the Maytag Company and the alchemy of intellectual curiosity, socioeconomic privilege, and risk tolerance with which his history equipped him.

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Technology has been proliferating and it has been creating a new term in the world of technology. One of the new terms that have emerged along with technological development is The Fourth Industrial Revolution. In line with the revolution, this research has a purpose of creating a smart manufacturing concept that involves several components such as software, machines, and certain tools such as RFID. This research will be designed and developed using software development method in the form of a waterfall method and this research will use C# programming language released by American multinational technology company, which is Microsoft to create the software. This research will be assisted by several hardware devices such as RFID Reader that will serve as a tool that will read information stored in RFID Tag and RFID Tag that will be used to store information needed by system. The output of this research is a software that is capable of automating voltage adjustment of electroplating machine, monitor the voltage and ampere of the machine, and able to aid users on the electroplating process

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This article presents a typological study of the Twitter accounts operated by the Internet Research Agency (IRA), a company specialized in online influence operations based in St. Petersburg, Russia. Drawing on concepts from 20th-century propaganda theory, we modeled the IRA operations along propaganda classes and campaign targets. The study relies on two historical databases and data from the Internet Archive’s Wayback Machine to retrieve 826 user profiles and 6,377 tweets posted by the agency between 2012 and 2017. We manually coded the source as identifiable, obfuscated, or impersonated and classified the campaign target of IRA operations using an inductive typology based on profile descriptions, images, location, language, and tweeted content. The qualitative variables were analyzed as relative frequencies to test the extent to which the IRA’s black, gray, and white propaganda are deployed with clearly defined targets for short-, medium-, and long-term propaganda strategies. The results show that source classification from propaganda theory remains a valid framework to understand IRA’s propaganda machine and that the agency operates a composite of different user accounts tailored to perform specific tasks, including openly pro-Russian profiles, local American and German news sources, pro-Trump conservatives, and Black Lives Matter activists.

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Abstract ‘Proved effective on trial, we can speak of an achieved ideal’ Abraham Kuyper and the mechanical voting machine, c. 1895-1905 During the latest presidential elections in the United States, unfounded conspiracy theories sprung up concerning alleged ballot box fraud by compromised voting machines. Although different voting machines had been used in the Netherlands since 1966, concerns over their reliability ended this in 2007. This article investigates the forgotten but ultimately failed attempt to introduce mechanical voting machines a century earlier. It focuses on the role played by prominent politician Abraham Kuyper, who personally visited the Standard Voting Machine Company in Rochester in 1898. The article illustrates how Kuyper’s transatlantic political and religious networks facilitated the voting machine’s transfer, rather than scientific connections. Paradoxically, the introduction of proportional representation in 1917 marked the end of tentative attempts to develop a Dutch version of the American mechanical voting machine. The implementation in the voting process turned out be too expensive, too early, and too complicated for the Dutch electoral system at the dawn of the twentieth century.

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Scientific-technical borrowings are one of those types of scientific support for the work of industrial sectors, whose role in the conditions of exiting the crisis to acquiring the particular importance. Since the mid-1920s, they have become the main how of scientific support for the organization of the development of Ukrainian electric machine-building industry in the context of large-scale electrification of the country. That was due to the need for a quick withdrawal of this industry from the previous crisis in the absence in the Ukrainian SSR of its own scientific support system for the electric machine engineering. The first form of scientific-technical borrowings for the republican segment of the Soviet Union profile industry was the agreement between the State Electrotechnical Trust and the German electrotechnical company Allgemeine Elektricitäts Gesellschaft on scientific-technical cooperation. The main objective of this act was to achieve at the lowest possible financial cost the fastest possible increase in productivity of the Kharkiv Electromechanical Plant. To do this, it was supposed using the American technologies for the production of electrical machines but implemented them on German technological equipment. Allgemeine Elektricitäts Gesellschaft was the company that already made such it at the beginning of the twentieth century using the technologies of the General Electric Company. Moreover, in the pre-Soviet period, it made an attempt to hold a similar act at the Kharkiv Electromechanical Plant, which it owned in this time; however it ended in failure due to the revolutionary upheavals that began in Ukraine. Thus, the agreement concluded with the German company was a continuation of the same actions, what itself had begun, but, already in new historical realities. That is, the Allgemeine Elektricitäts Gesellschaft actions were copied by the Soviet government, however, adapted to the Soviet way of organizing industrial production. Despite the fundamental difference between the latter and the working conditions of the Allgemeine Elektricitäts Gesellschaft in Germany, the concentration of the parties precisely on the scientific and technical component of the project made it possible to achieve the expected result in full. However, at the same time, Ukrainian electric machine builders focused specifically on the speed of duplication of scientific-technical knowledge missed the opportunity to study the methodology for obtaining them. This became the reason that these scientific-technical borrowings did not become the proper basis for the formation of the scientific component of the scientific-technical potential of the domestic electric machine-building industry.

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Subject area Innovation and creativity in small to medium-sized enterprises (SMEs) in Latin America. Study level/applicability The case is recommended for creativity and innovation subjects, in undergraduate and MBA levels. The case is also suggested for subjects associated with the organizational dynamics on SMEs. Case overview Colchones Eldorado is a Colombian company dedicated to the bedding industry. The company was founded in 1957 by Gumercindo Gómez Caro, a creative man who in 1959 invented a machine to make springs, which allowed the company to grow steadily for several decades. On November 18, 2004, the founder's daughter, Martha Luz Gomez, was appointed as General Manager. On April 2011 it obtained a license from Sealy, the biggest mattress making company in the USA. The license implied a challenge - testing the company's innovative capacities to adapt Sealy mattresses to satisfy consumers in the Colombian market. Expected learning outcomes Students are shown the characteristics of the creative and innovation process in a Latin American SME, and the innovation challenges which are faced. From the reading and the case discussion, the students should be able to: analyse the manifestations of the creative process in an SME; identify examples of the innovation types of an SME; and discuss the organizational conditions to answer the creativity and innovation challenges in an SME. Supplementary materials Teaching notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes.

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According to the data of the Central Statistical Office, there has been an increase in forest cover in Poland from 27.8% to 29.6% over the last 25 years. This increase contributed to an increase in the possibility of wood obtaining and processing for energy purposes. The aim of the study was to analyse the efficiency of a chipping machine manufactured by the American Company Bandit Industries (Bandit 990XP chipper) based on the working day chronometer. The study was carried out in specific conditions related to the place of the chipper application because the machine was used to process the material obtained from standing trees in the framework of park maintenance. As it was shown during the analysed working day, the effective capacity W1 in the work cycle of the Bandit 990XP machine was 9.2 m³∙h^–1 chips. Specific working conditions made it impossible to organize the work smoothly. Ongoing obtaining of the material for chipping from standing trees resulted in low productivity during the exploitation time of the shift W08 on the level of 1.3 m³∙h^–1 chips.

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Bender Shipbuilding and Repair Company, Inc. is in the process of modernizing a second tier shipyard and creating a state of the art facility which will house the only steel plate laser cutting machine in the U.S. shipbuilding industry, and one of the largest laser installations in the world. The laser machine tool will be installed in a state of the art First Operations Shop currently under construction at Bender Shipbuilding in Mobile, Alabama. By using a Maritech Consortium partnership with Caterpillar, Inc., Bender was able to completely evaluate cutting system options and design a complete First Operations process to support just in time production of steel plate parts. In addition, Bender and Caterpillar have teamed to pursue innovations in joining technology that can only be achieved with the precision machining capability of a laser machine tool. A Title XI Shipyard Modernization loan guarantee is being used to provide the working capital necessary to build the $6 million facility. This paper will review the state of technology of laser cutting in heavy manufacturing and in shipbuilding, provide an overview of Bender and Caterpillar's cutting project, present test results from an ongoing series of joining concept tests designed to initiate a rule change with the American Bureau of Shipping, and provide a comprehensive description of Bender's implementation plan for the First Operations Shop.

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This article reviews the arrival of commercial high-temperature superconducting (HTS) motors in the market. American Superconductor is concentrating its motor efforts on ship propulsion. The company has a contract with the US Navy’s Office of Naval Research to design and develop propulsion motors up to 33,500 hp. The big advantage of a superconducting motor aboard a ship is its small size, which frees up valuable square footage in the hull for the many other components needed in battle. Because superconducting motors will be about half the weight of their conventional counterparts, the efficiencies an assembly line brings to manufacturing suddenly open for many of them. Lighter, smaller designs also will translate to time saved in testing. Many of the technologies used in the 200-hp machine transferred to the 1000-hp unit, and many new techniques developed as well.

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Currently, PT. Bentoel Internasional Investama, Tbk ("Bentoel" or "Company") and its subsidiaries, is a member of the British American Tobacco Group, the world's second largest tobacco group by global market share with trademarks in more than 200 countries. Bentoel is the fourth largest cigarette producer in Indonesia with a market share of 7%. Bentoel manufactures and markets a wide range of tobacco products such as machine clove cigarettes, hand-rolled cigarettes and white cigarettes. Our main portfolio includes Dunhill Filter, Dunhill Mild, Club Mild and Lucky Strike Mild. We also produce and market local brands such as Neo Mild, Tali Jagat, Bintang Buana, Sejati, Star Mild and Uno Mild, as well as global brands such as Lucky Strike and Dunhill. Bentoel employs over 6,000 employees, from starting to build partnerships with tobacco farmers, buying and processing leaf tobacco and cloves, to cigarette production, marketing and distribution.

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Under the conditions of strengthening competition for each enterprise, preserving and increasing the competitiveness of production is an integral and necessary attribute of the successful modern company. It is proved that the determining condition for the success of management decisions to strengthen products' competitive position in the markets is an objective and timely quantitative assessment of the competitiveness of products. It is determined that the quantitative assessment of the complex indicator of the level of product competitiveness should be carried out on the basis of the integrated indicator of product competitiveness. The analysis of the level of competitiveness of agricultural machinery products is carried out on the example of sprayers. The investigation is carried out on the example of products of one of the largest agricultural machinery enterprises in Ukraine, JSC «Elvorti». According to the results of calculations of the sprayers competitiveness, the conclusion about the competitiveness of the presented model of Tetis 24 sprayer (JSC «Ellvorti») in comparison with analogs: sprayers UX5200 Amazone (Germany), 840 John Deere (USA) 3000 Hardi Navigator (Denmark) and OPK-24 (PJSC «Boguslav Agricultural Machinery») on a certain segment is made. The carried out analysis showed that Tetis 24 sprayer is not competitive with Amazone and John Deere sprayers. At the same time, it is less advantageous to compare the competitiveness of the domestic sprayer with the American model. Compared with sprayers manufactured by PJSC Boguslavska Silhosptekhnika and Hardi Navigator, the sprayer manufactured by JSC Elvorti is competitive. The obtained result can be explained by the low level of solvency of consumers of a certain segment, who have relatively low requirements for quality, service, and marketing promotion of the sprayer. The analysis results make it possible for domestic manufacturers to carry out controlled process of managing the level of products competitiveness depending on the characteristics of its implementation in the market. Increasing the level of product competitiveness will ensure optimal and efficient use of available resources of the enterprise, will allow the most effective planning of marketing activities to enter new markets, increase service, due to the complete meeting the consumers demands.

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Objective : The first aim of the study was to make an inventory of the currently available ultrasound imaging devices on the market. The second aim was to identify portable ultrasound devices which could be used in general dental offices to image salivary glands, masticatory muscles and lymph nodes. Material and Methods : A list of ultrasound devices was collected from 11 international and American manufacturers using company websites and ultrasound retailer’s websites using the search engine Google®. Results : A total of 86 ultrasound machines from 11 different manufacturers were identified, of which only 14 devices are portable. Transducers are usually transferrable between devices of the same brand, and the non-portable machines have multiple transducer ports (three or four), while portable machines typically have only one or two ports. Portable machine weights range from 10 to 20 pounds, and often resemble large laptops, which are convenient to carry and take up minimal space in clinics. Conclusion : Some manufacturers provide portable and non-portable ultrasound devices. The first ones could be valuable in dental settings, as they can easily be moved around in the office.

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Frances Elliot Clark (1860–1958) lived through a transitional time for music education and the music industry in the United States, and she influenced American culture by bringing these two communities together. She brought her background in school and community music education along with strong ties within music education communities to the position of director of the Education Division at the Victor Talking Machine Company. As Victor’s spokesperson and a national leader in the music appreciation movement, she convinced educators to overcome their distrust of the recording industry and view Victor machines and records as modern pedagogical tools. By aligning the cause of music appreciation with contemporary social reform efforts, Clark heightened the social relevance of school and community music education and she modernized nineteenth-century notions of taste, self-improvement, and cultural progress. She even taught Victor salespeople to use the discourse of music appreciation that resonated with educators and community volunteers and helped them sell to women. Stemming from the study of Clark’s Collected Papers in the Special Collections of the University of Maryland Libraries, this article demonstrates how Clark persuaded educators, school administrators, community volunteers, and Victor employees to spread the ideologies of music appreciation.

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Life insurance provides trillions of dollars of financial security for hundreds of millions of individuals and families worldwide. Life insurance companies must accurately assess individual-level mortality risk to simultaneously maintain financial strength and price their products competitively. The traditional underwriting process used to assess this risk is based on manually examining an applicant’s health, behavioral, and financial profile. The existence of large historical data sets provides an unprecedented opportunity for artificial intelligence and machine learning to transform underwriting in the life insurance industry. We present an overview of how a rich application data set and survival modeling were combined to develop a life score that has been deployed in an algorithmic underwriting system at MassMutual, an American mutual life insurance company serving millions of clients. Through a novel evaluation framework, we show that the life score outperforms traditional underwriting by 6% on the basis of claims. We describe how engagement with actuaries, medical doctors, underwriters, and reinsurers was paramount to building an algorithmic underwriting system with a predictive model at its core. Finally, we provide details of the deployed system and highlight its value, which includes saving millions of dollars in operational efficiency while driving the decisions behind tens of billions of dollars of benefits.

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Compared to steels, aluminium-alloys are comparably strong but 3 times lighter, inoxidable and unfavorable to producing mechanical sparks. Aluminium alloys are therefore attractive materials and have been widely applied to transportation industry in developed countries since 1950s. An alunimium-alloy tank has upto 20% more useful volume than a steel tank for the same total weight. Interior and exterior protective coatings are unnecessary, significantly saving annual maintenance costs and preventing any contamination from abrasion of interior protective coatings. In additional, an aluminim-alloy tank does not ignite a fire in traffic accident. In G7 regions as well as many developed countries in Europe and Asia, only tanks made from aluminim alloys are approved for carrying danger liquids such as petroleum and chemical substances. In Vietnam, International Machine And Equipment (IMAE) Company is considered as a pioneer in designing and manufacturing aluminium alloy-tanks satisfying American DOT 406 Standard for tank trucks and semi-trailers. With optimized designing and manufacturing processes in conjunction with quality control system and continuous improvement, product quality is strictly maintained, quickly providing benefits to customers. Using an aluminium-alloy tank for carrying petroleum for 25 years, a complete payback can be achieved after only 7 months although initial investment is considerablely high.

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Introduction: B cell lymphoma/leukemias (BCL) are a diverse set of malignancies. The genomic landscape of many BCL subtypes have been described. However, genomic ancestry has rarely been investigated. We applied SNP-based genomic ancestry prediction to comprehensive genomic profiling (CGP) data to identify significant enrichment of ancestry by subtype. We also explored enrichment of genomic alterations (GAs) by ancestry. Methods: During routine clinical care, 2834 unique patient (pt) samples of BCLs underwent CGP for 406 DNA genes and 265 RNA genes to detect all classes of GAs on the FoundationOne® Heme platform. This dataset was enriched for relapsed/refractory pts as they are more likely to have genomic testing as part of clinical care (referral bias). Each pt was assigned an ancestry of American (AMR), African (AFR), East Asian (EAS), European (EUR), or South Asian (SAS) using a SNP-based machine learning methodology (J. Newberg et al., AACR 2019). AMR was defined using a mix of Hispanic and Latin American populations. Enrichment analyses were performed using Fisher's exact test with FDR correction. Results: We compared the ancestry composition of each BCL subtype to the overall ancestry composition of the rest of the sample set (Fig 1A). Pts of AFR ancestry were overrepresented in plasmablastic lymphoma (PBL) (OR=7.2, P<0.05); EAS pts were overrepresented in Burkitt lymphoma (BL) (OR=4.99, P<0.05); and AMR pts were overrepresented in acute B-cell lymphoblastic leukemia/lymphoma (B-ALL) (OR=3.2, P<0.001). AMR SNPs have been associated with increased risk of B-ALL and worse prognosis (PMID: 21297632). We also investigated GAs enriched in specific ancestries. B-ALL AMR pts were enriched for GAs in IL7R, IGH, CRLF2, JAK2, and IKZF1 compared to other ancestries in B-ALL (Fig 1B). These genes were associated with the high-risk Philadelphia chromosome-like ALL (Ph-like ALL) molecular subtype of B-ALL (PMID: 30181314). We found 33% of all B-ALL contained GAs consistent with Ph-like ALL (PMID: 30181314). While we noted enrichment of AMR pts in the overall B-ALL cohort, we identified additional enrichment in the Ph-like B-ALL cohort with 47% of Ph-like B-ALL pts being of AMR ancestry (OR=1.85, p<0.001). AMR pts accounted for almost half the Ph-ALL pts in this cohort; however, even in B-ALL pts without Ph-like genomic features, 32% were of AMR ancestry suggesting this enrichment is not simply due to increased CGP testing in Ph-ALL. In diffuse large B cell lymphoma (DLBCL), we found pts to be primarily of EUR ancestry, however we identified ancestry bias in GAs (Fig 1C). CD79B alterations were enriched in DLBCL pts of SAS ancestry, although not significant after FDR correction, consistent with previous reports of increased Activate B-Cell (ABC) cell of origin (COO) subtype and BTK signaling in pts from South East Asia (PMID: 31189540). CDKN2A, also frequently altered in ABC COO subtype, trended towards enrichment in EAS ancestry. CUX1, a tumor suppressor involved in PI3K signaling, was strongly enriched in AFR pts in both DLBCL and B-ALL. One CUX1 insertion variant (G870_G871insSGG) was particularly common in AFR pts with BCL (7/9 AFR, 2/9 AMR), which has been reported previously in Myelodysplastic syndromes (PMID: 24030381). CUX1 alterations have been reported to be associated with increased PI3K signaling suggesting in part PI3K inhibitor trials should proactively include pts of AFR ancestry (PMID: 24316979). Finally, EZH2 alterations were slightly enriched in AMR DLBCL pts, but showed no ancestry bias in follicular lymphoma (FL) pts, of interest given the recent EZH2 inhibitor approval in FL. Conclusions: This study described multiple important genomic differences in BCL using genomic ancestry rather than patient-reported descriptive variables. Enrichment of AMR ancestry was observed in B-ALL overall, and in Ph-like B-ALL. In addition, enrichment of CUX1 alterations was observed in both DLBCL and B-ALL of AFR ancestry. While precision medicine holds the promise to advance cancer care, many acknowledge the potential to unintentionally deepen existing health disparities (PMID: 31112478). Further analysis of ancestry informative markers in BCL, including enrichment of ancestry markers in specific cancer subtypes and ancestry-associated enrichment of specific GAs, may lead to insights into cancer biology and contribute to ongoing cancer health disparities research. Disclosures Moore: Foundation Medicine, Inc: Current Employment; Roche Holdings: Current equity holder in publicly-traded company. Evens:Abbvie: Consultancy, Honoraria; Mylteni: Consultancy, Honoraria; Research To Practice: Honoraria, Speakers Bureau; MorphoSys: Consultancy, Honoraria; Novartis: Consultancy, Honoraria; Pharmacyclics: Consultancy, Honoraria; Merck: Consultancy, Honoraria, Research Funding; Epizyme: Consultancy, Honoraria, Research Funding; Seattle Genetics: Consultancy, Honoraria, Research Funding. Newberg:Roche Holdings: Current equity holder in publicly-traded company; Foundation Medicine, Inc: Current Employment. Severson:Foundation Medicine, Inc: Current Employment; Roche Holdings: Current equity holder in publicly-traded company. Mills:Foundation Medicine, Inc: Current Employment; Abbvie: Current equity holder in publicly-traded company; Roche Holdings: Current equity holder in publicly-traded company; Abbott: Current equity holder in publicly-traded company; Merck: Current equity holder in publicly-traded company. Vergilio:Roche Holdings: Current equity holder in publicly-traded company; Foundation Medicine, Inc: Current Employment. Trabucco:F. Hoffmann-La Roche, Bristol-Myers Squibb Co., BioNTech: Current equity holder in publicly-traded company; Patent pending with Foundation Medicine and Genentech: Patents & Royalties: Patent pending; Foundation Medicine, Inc.: Current Employment; Bristol-Myers Squibb Co: Current equity holder in publicly-traded company; BioNTech: Current equity holder in publicly-traded company; Loxo Oncology: Divested equity in a private or publicly-traded company in the past 24 months. Ganesan:M2GEN: Research Funding; Foundation Medicine, Inc: Consultancy; Inspirata: Consultancy; Merck: Consultancy, Current Employment, Current equity holder in publicly-traded company; Silagene: Consultancy; Foghorn Therapeutics: Consultancy; Roche: Consultancy; Novartis: Consultancy.

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The present article presents cumulative works, which were carried out in the field of micro-alloying steel processing at Central Metallurgical R&D Institute (CMRDI) and/or full scale trials in collaboration with the Egyptian steel industry.It was agreed upon defining three main generations of processing micro-alloying steel. The 1stgeneration starts officially on 1975 and continues up to 1995, where it deals with using Ti and V as micro-alloying elements for steel long products. On the year 1985, Central Metallurgical R&D Institute (CMRDI) succeeded to implement of HSLA V-micro-alloyed rebar steel grades at Delta steel mills instead of conventional rebar grades.The 2nd generation was starting on late 1995 and continued to 2005. It was dealing mainly with low carbon content steel (0.04-0.08 %) for flat products (plate and sheet). The most successfully used micro-alloying element was Nb. Beside its precipitate forming effect, Nb is working as substitution solid solution strengthener. Moreover, it raises the recrystallization temperature (Tr). Mainly, micro-alloyed flat steels were developed to fulfill the requirements of the American Petroleum Institute (API) specifications 5L- Product Specification Levels (PSL1) and (PSL2) for manufacturing oil and natural gas pipelines. Meanwhile, a newly born Compact Slab Processing (CSP)-hot strip direct rolling technology was created. On years 2002, the metal forming department in CMRDI succeeded to implement controlled rolling of hot strip Nb-steel sheet at the Compact Slab Process (CSP) Machine in Alexandria National Iron and Steel (ANSDK) Company. Controlled hot rolling schedules were used and followed by early and late cooling at the run out table (ROT). Both contracts were fruitfully succeeded to introduce the API X52 grade at ANSDK Company, followed by X60, and X70 steel grades at Ezz Flat Steel (EFS) Company. The essential mechanical properties of the processed API steel sheets were matched with the API 5L-PSL2 specifications.The 3rd generation was initially developed after 2005 and continued up to day. It deals with micro-alloying with special functional elements like Boron (B). Boron was favored as a micro-alloying element for bilateral effects. Boron carbide (B4C) precipitates are the hardest after diamond, which would be reflected on raising the mechanical properties of the steel. Moreover, Boron was favorably used because it delays the temper embrittlement phenomena. On year 2014, the National for Military Industrialization authority requested from CMRDI to collaborate with Military Factory 100 to develop a technology package for processing armor steel plates. Trials were started with a 3rd generation B-micro-alloyed steel alloy. Many other alloying elements were used beside Boron to develop extra high strength 6.0 mm thickness plates. Finish hot rolled plates were then subjected to a subsequent water quenching from 900 °C and followed by tempering at 250 °C for 20 min. Representation 50X50 cm2 steel plates were successfully passed after 3 bullets in front and 3 bullets rear shooting.

Abstract:

Purpose The following paper details a “Q&A interview” conducted by Joanne Pransky, Associate Editor of Industrial Robot Journal, to impart the combined technological, business and personal experience of a prominent, robotic industry engineer-turned successful business leader, regarding the commercialization and challenges of bringing technological inventions to the market while overseeing a company. The paper aims to discuss these issues. Design/methodology/approach The interviewee is Dr William “Red” Whittaker, Fredkin Research Professor of Robotics, Robotics Institute, Carnegie Mellon University (CMU); CEO of Astrobotic Technology; and President of Workhorse Technologies. Dr Whittaker provides answers to questions regarding the pioneering experiences of some of his technological wonders in land, sea, air, underwater, underground and space. Findings As a child, Dr Whittaker built things and made them work and dreamed about space and robots. He has since then turned his dreams, and those of the world, into realities. Dr Whittaker’s formal education includes a BS degree in civil engineering from Princeton and MS and PhD degrees in civil engineering from CMU. In response to designing a robot to cleanup radioactive material at the Three Mile Island nuclear plant, Dr Whittaker established the Field Robotics Center (FRC) in 1983. He is also the founder of the National Robotics Engineering Center, an operating unit within CMU’s Robotics Institute (RI), the world’s largest robotics research and development organization. Dr Whittaker has developed more than 60 robots, breaking new ground in autonomous vehicles, field robotics, space exploration, mining and agriculture. Dr Whittaker’s research addresses computer architectures for robots, modeling and planning for non-repetitive tasks, complex problems of objective sensing in random and dynamic environments and integration of complete robot systems. His current focus is Astrobotic Technology, a CMU spin-off firm that is developing space robotics technology to support planetary missions. Dr Whittaker is competing for the US$20m Google Lunar XPRIZE for privately landing a robot on the Moon. Originality/value Dr Whittaker coined the term “field robotics” to describe his research that centers on robots in unconstrained, uncontrived settings, typically outdoors and in the full range of operational and environmental conditions: robotics in the “natural” world. The Field Robotics Center has been one of the most successful initiatives within the entire robotics industry. As the Father of Field Robotics, Dr Whittaker has pioneered locomotion technologies, navigation and route-planning methods and advanced sensing systems. He has directed over US$100m worth of research programs and spearheaded several world-class robotic explorations and operations with significant outreach, education and technology commercializations. His ground vehicles have driven thousands of autonomous miles. Dr Whittaker won DARPA’s US$2m Urban Challenge. His Humvees finished second and third in the 2005 DARPA’s Grand race Challenge desert race. Other robot projects have included: Dante II, a walking robot that explored an active volcano; Nomad, which searched for meteorites in Antarctica; and Tugbot, which surveyed a 1,800-acre area of Nevada for buried hazards. Dr Whittaker is a member of the National Academy of Engineering. He is a fellow of the American Association for Artificial Intelligence and served on the National Academy of Sciences Space Studies Board. Dr Whittaker received the Alan Newell Medal for Research Excellence. He received Carnegie Mellon’s Teare Award for Teaching Excellence. He received the Joseph Engelberger Award for Outstanding Achievement in Robotics, the Advancement of Artificial Intelligence’s inaugural Feigenbaum Prize for his contributions to machine intelligence, the Institute of Electrical and Electronics Engineers Simon Ramo Medal, the American Society of Civil Engineers Columbia Medal, the Antarctic Service Medal and the American Spirit Honor Medal. Science Digest named Dr Whittaker one of the top 100 US innovators for his work in robotics. He has been recognized by Aviation Week & Space Technology and Design News magazines for outstanding achievement. Fortune named him a “Hero of US Manufacturing”. Dr Whittaker has advised 26 PhD students, has 16 patents and has authored over 200 publications. Dr Whittaker’s vision is to drive nanobiologics technology to fulfillment and create nanorobotic agents for enterprise on Earth and beyond (Figure 1).

Abstract:

The date pineapple (Ananas comosus var. comosus) was introduced to Hawaii is not known, but its presence was first recorded in 1813. When American missionaries first arrived in Hawaii in 1820, pineapple was found growing wild and in gardens and small plots. The pineapple canning industry began in Baltimore in the mid-1860s and used fruit imported from the Caribbean. The export-based Hawaii pineapple industry was developed by an entrepreneurial group of California migrants who arrived in Hawaii in 1898 and the well-connected James D. Dole who arrived in 1899. The first profitable lot of canned pineapples was produced by Dole’s Hawaiian Pineapple Company in 1903 and the industry grew rapidly from there. Difficulties encountered in production and processing as the industry grew included low yields resulting from severe iron chlorosis and the use of low plant populations, mealybug wilt that devastated whole fields, inadequate machinery that limited cannery capacity, and lack of or poorly developed markets for the industry’s canned fruit. The major production problems were solved by public- and industry-funded research and innovation in the field and in the cannery. An industry association and industry-funded cooperative marketing efforts, initially led by James Dole, helped to expand the market for canned pineapple. Industry innovations were many and included: selection of ‘Smooth Cayenne’ pineapple as the most productive cultivar with the best quality fruit for canning; identification of the cause of manganese-induced iron chlorosis and its control with biweekly iron sulphate sprays; the use of mulch paper and the mechanization of its application, which increased yields by more than 20 t·ha−1; and the invention of the Ginaca peeler–corer machine, which greatly sped cannery throughput. Nematodes were also a serious problem for the industry, which resulted in the discovery and development of nematicides in the 1930s. As a result, by 1930 Hawaii led the world in the production of canned pineapple and had the world’s largest canneries. Production and sale of canned pineapple fell sharply during the world depression that began in 1929. However, the formation of an industry cartel to control output and marketing of canned pineapple, aggressive industry-funded marketing programs, and rapid growth in the volume of canned juice after 1933 restored industry profitability. Although the industry supported the world’s largest pineapple breeding program from 1914 until 1986, no cultivars emerged that replaced ‘Smooth Cayenne’ for canning. The lack of success was attributed in part to the superiority of ‘Smooth Cayenne’ in the field and the cannery, but also to the difficulty in producing defect-free progeny from crosses between highly heterozygous parents that were self-incompatible. Production of canned pineapple peaked in 1957, but the stage was set for the decline of the Hawaii industry when Del Monte, one of Hawaii’s largest canners, established the Philippine Packing Corporation (PPC) in the Philippines in the 1930s. The expansion of the PPC after World War II, followed by the establishment of plantations and canneries by Castle and Cooke’s Dole division in the Philippines in 1964 and in Thailand in 1972, sped the decline. The decline occurred mainly because foreign-based canneries had labor costs approximately one-tenth those in Hawaii. As the Hawaii canneries closed, the industry gradually shifted to the production of fresh pineapples. During that transition, the pineapple breeding program of the Pineapple Research Institute of Hawaii produced the MD-2 pineapple cultivar, now the world’s pre-eminent fresh fruit cultivar. However, the first and major beneficiary of that cultivar was Costa Rica where Del Monte had established a fresh fruit plantation in the late 1970s. Dole Food Co. and Maui Gold Pineapple Co. continue to produce fresh pineapples in Hawaii, mostly for the local market. All of the canneries eventually closed, the last one on Maui in 2007.

Abstract:

Briefs and Hot Brown Honey are two Brisbane based companies producing genre-bending work combining different mixes of circus, burlesque, hiphop, dance, boylesque, performance art, rap and drag. The two companies produce provocative performance that is entertaining and draws critical acclaim. However, what is particularly distinctive about these two companies is that they are both founded and directed by performers from Samoan cultural backgrounds who have leap-frogged over the normative whiteness of much contemporary Australian performance. Both companies have a radical political agenda. This essay argues that through the presentation of diverse alternative bodies, not only through the performing bodies presented on stage but also in the corporate bodies of the companies they have set up, they profoundly challenge the structure of the Australian performance industry and contribute a radical re-envisaging of the potential of circus to act as a vital political force.Briefs was co-founded by Creative Director, Samoan, Fez Fa’anana with his brother Natano Fa’anana in 2008. An experienced dancer and physical theatre performer, Fa’anana describes the company’s performances as the “dysfunctional marriage of theatre, circus, dance, drag and burlesque with the simplicity of a variety show format” (“On the Couch”). As Fa’anana’s alter ego, “the beautiful bearded Samoan ringmistress Shivannah says, describing The Second Coming, the Briefs show at the Sydney Festival 2017, the show is ‘A little bit butch with a f*** load of camp’” (Lavers). The show involves “extreme costume changes, extravagant birdbath boylesque, too close for comfort yo-yo tricks and more than one highly inappropriate banana” (“Briefs: The Second Coming”).Briefs is an all-male company with gender-bending forming an integral part of the ethos. In The Second Coming the accepted sinuous image of the female performer entwining herself around the aerial hoop or lyra is subverted with the act featuring instead a male contortionist performing the same seductive moves with silky smooth sensuousness. Another example of gender bending in the show is the Dita Von Teese number performed by a male performer in a birdbath filled with water with a trapeze suspended over the top of it. Perhaps the most sensational example of alternative bodies in the show is “the moment when performer Dallas Dellaforce, wearing a nude body stocking with a female body drawn onto it, and an enormously long, curly white-blond wig blown by a wind machine, stands like a high camp Botticelli Venus rising up out of the stage” (Lavers). The highly visible body of Fez Fa’anana as the gender-bending Samoan ringmistress challenges the pervasive whiteness in contemporary circus. Although there has been some discourse on the issue of whiteness within the context of Australian theatre, for example Lee Lewis arguing for an aggressive approach to cross-racial casting to combat the whiteness of Australian theatre and TV (Lewis), there has however been very little discussion of this issue within Australian contemporary circus. Mark St Leon’s discussion of historical attitudes to Aboriginal performers in Australian circus is a notable exception (St Leon).This issue remains widely unacknowledged, an aspect of whiteness that social geographers Audrey Kobashi and Linda Peake identify in their writing, whiteness is indicated less by its explicit racism than by the fact that it ignores, or even denies, racist indications. It occupies central ground by deracializing and normalizing common events and beliefs, giving them legitimacy as part of a moral system depicted as natural and universal. (Kobayashi and Peake 394)As film studies scholar, Richard Dyer writes,the invisibility of whiteness as a racial position in white (which is to say dominant) discourse is of a piece with its ubiquity … In fact for most of the time white people speak about nothing but white people, it’s just that we couch it in terms of ‘people’ in general. Research – into books, museums, the press, advertising, films, television, software – repeatedly shows that in Western representation whites are overwhelmingly and disproportionately predominant, have the central and elaborated roles, and above all, are placed as the norm, the ordinary, the standard. Whites are everywhere in representation … At the level of racial representation, in other words, whites are not of a certain race, they’re just the human race. (3)Dyer writes in conclusion that “white people need to learn to see themselves as white, to see their particularity. In other words whiteness needs to be made strange” (541). This applies in particular to contemporary circus. In a recent interview with the authors, ex-Circus Oz Artistic Director and CEO, Mike Finch, commented, “You could make an all-round entertaining family circus show with [racial] diversity represented and I believe that would be a deeply subversive act in a way in contemporary Australia” (Finch).Today in contemporary Australian circus very few racially diverse bodies can be seen and almost no Indigenous performers and this fact goes largely unremarked upon. In spite of there being Indigenous cultures within Australia that celebrate physical achievement, clowning and performance, there seem to be few pathways into professional circus for Indigenous athletes or artists. Although a considerable spread of social circus programs exists across Australia working with Indigenous youth at risk, there seem to be few structures in place to facilitate the transitioning between these social circus classes and entry into circus training programs or professional companies. Since 2012 Circus Oz has set up the program Blakflip to mentor and support young Indigenous performers to try and redress this problem. This has led to two graduates of the program moving on to perform with the company, namely Dale Woodbridge Brown and Ghenoa Gella, and also led to the mentorship and support of several students in gaining entry into the National Institute of Circus Arts in Melbourne. Circus Oz has also now appointed an Aboriginal and Torres Straight Islander Program Officer, Davey Thomson, who is working to develop networks between past and present participants in the Blakflip program and to strengthen links with Indigenous Communities. However, it could be argued that Fez Fa’anana with Briefs has in fact leapfrogged over these programs aimed at addressing the whiteness in contemporary circus. As a Samoan Australian performer he has not only co-founded his own contemporary performance company in which he takes the central performing role, but has now also established another company called Briefs Factory, which is a creative production house that develops, presents, produces and manages artists and productions, and now at any one time employs around 20 people. In terms of his performative physical presence on stage, in an interview in 2015, Fa’anana described his performance alter ego, Shivannah, as the “love child of the bearded lady and ring master.” In the same interview he also described himself tellingly as “a Samoan (who is not a security guard, football player nor a KFC cashier),” and as “an Australian … a legal immigrant” (“On the Couch”). The radical racial difference that the alternative body of Shivannah the ringmistress presents in performance is also constantly reinforced by Fa’anana’s repartee. At the beginning of the show he urges the audience “to put their feet flat on the floor and acknowledge the earth and how lucky we are to be in this beautiful country that for 200 years now has been called Australia” (Fa’anana). Comments about his Samoan ancestry are sprinkled throughout the show and are delivered with a light touch, constantly making the audience laugh. At one point in the show resplendent in a sequined costume, Fa’anana stands downstage in front of two performers on their knees cleaning up the mess left on the stage from the act before, and he says, “Finally, I’ve made it! I’ve got a couple of white boys cleaning up after me” (Fa’anana). In another part of the show, alluding to white stereotypes of Indigenous performers, Fa’anana thanks the drag artist who taught him how to put his drag make-up on, saying “I used to put my make-up on with a burnt stick before he showed me how to do it” (Fa’anana).In his book on critical pedagogy, political activist and scholar Peter McLaren writes on approaches to developing the means to resist and subvert pervasive whiteness, saying, “To resist whiteness means developing a politics of difference […] we need to re-think difference and identity outside a set of binary oppositions. We need to view identity as coalitional, as collective, as processual, as grounded in the struggle for social justice” (213). One example of how identity outside binary oppositions was explored in The Second Coming was in an act by drag artist Dallas Dellaforce, who dressedin a sumptuous fifties evening dress with pink balloon breasts rising out of the top of his low cut evening dress and wearing a Marilyn Monroe blonde wig, camped it up as a fifties coquette, flipping from sultry into a totally scary horror tantrum, before returning to coquette mode with the husky phrase, ‘I love you.’ When at the end of the song, stripped naked, sporting a shaved bald head and wearing only a suggestive long thin pink balloon, the full potential of camp to reveal different layers of artifice and constructed identity was revealed. (Lavers)Fez Fa’anana comments at the end of the show that The Second Coming was not aimed at any particular group of people, but instead aimed to “celebrate being human.” However, if this is the case, Fa’anana is demanding an extended definition of being human that through the inclusion of diverse alternative bodies pushes for a new understandings of what constitutes being human and how human identity can be construed. His work demands an understanding that is not oppositional nor grounded in binary opposition to normative whiteness but instead forms part of a re-thinking of human identity through alternative bodies that are presented as processual, and deeply grounded in the struggle for the social justice issue of acceptance of difference and alternatives.Hot Brown Honey is another Brisbane based company working with circus in conjunction with other forms such as burlesque, hip hop, and cabaret. The all-female company was recently awarded the UK 2016 Total Theatre Award for Innovation, Experimentation and Playing with Form. The company was co-founded by dancer and choreographer Lisa Fa’alafi, who is from the same Samoan family as Fez and Natano Fa’anana, with sound designer Kim “Busty Beatz” Bowers, a successful hip hop artist, poet and record producer. From the beginning Hot Brown Honey was envisaged as providing a performance space for women of colour. Lisa Fa’alafi says the company was formed to address the lack of performance opportunities available, “It’s plain knowledge that there are limited roles for people of colour, let alone women of colour” (quoted in Northover).Lyn Gardner, arts critic for The Guardian in the UK, describing Hot Brown Honey’s performance, writes that the company fights “gender and racial stereotypes with a raucous glee, while giving a feminist makeover to circus, hip-hop and burlesque” (Gardner). The company includes women mainly “of Indigenous, Pacific Islander and Indonesian heritage taking on colonialism, sexism, gender stereotypes and racism through often confronting performance and humour; their tagline is ‘fighting the power never tasted so sweet’” (Northover).In their show Hot Brown Honey present a straps act. Straps is a physically demanding aerial circus act that requires great upper body strength and is usually performed by male aerialists. However, in the Hot Brown Honey show gender expectations are subverted with the straps act performed by a female aerialist. Gardner writes of the performance of this straps act at the 2016 Edinburgh Festival Fringe as a “sequence that conjures the twisted moves of a woman trying to escape domestic violence,” and “One of the best circus sequences I’ve seen at this festival” (Gardner). Hula hoops, a traditionally female act, is also subverted and used to explore the stereotypes of the “exotic notion of Pacific culture” (Northover). Gardner writes of this act that the hoola hoops “are called into service to explore western tourists’ culture of entitlement”. Company co-founder Kim “Busty Beatz” Bowers, talks about the group’s approach to flipping perceptions of women of colour through investigating the power dynamics in gender relations, “We have a lot of flips around sexuality,” says Bowers. “Especially around the way people expect a black woman to be. We like to shift the exploitation and the power” (quoted in Northover).Another pressing issue that Hot Brown Honey address is a strange phenomenon apparent in much contemporary circus. In addition to the pervasive whiteness in contemporary circus, relatively few women are visible in many contemporary circus companies. Suzie Williams from Acrobatic Conundrum, the Seattle-based circus company, writes in her blog, “there are a lot of shows that feature many young, fit, exuberant guys and one flexible girl who performs a sensual/sentimental/romantic solo act” (Williams). Writing about Complètement Cirque, Montreal’s international circus festival which took place in July 2016, Williams says, “this year at the festival, my least favorite trend was … out of the 9 ticketed productions only one had more than one woman in it” (Williams, emphasis in original).Circus scholars have started to research this trend of lack of female representation both in contemporary circus schools and performance companies. “Gender in Circus Education: the institutionalization of stereotypes” was the title of a paper presented at the Circus and Its Others Conference in Montreal in July 2016 by Alisan Funk, a circus choreographer, teacher and director and an MA candidate at Concordia University in Montreal. Funk cited research from France showing that the educational programs and the industry are 70% male dominated. Although recreational programs in France have majority female populations, there appears to be a bottleneck at the level of entrance exams to superior schools. The few female students accepted to those schools are then frequently pushed towards solo aerial work (Funk). This push to solo aerial work means that the group floor work and acrobatics are often performed by men who create acrobatic groups that often then go on to form the basis for companies. (In this context the work of Circus Oz in this area needs to be acknowledged with the company having had a consistent policy over its 39 year existence of employing 50% female performers, however in the context of international contemporary circus this is increasingly rare).Williams writes in her blog about contemporary circus performance, “I want to see more women. I want to see women who look different from each other. I want to see so many women that no single women has to stand as a symbol of what all women can be” (Williams).Hot Brown Honey tackle the issue Williams raises head on, and they do it in the form of internationally award winning circus/cabaret that is all-female, where the bodies of the performers offer a radical alternative to the norms of contemporary circus and performance generally. The work shows women, a range of women performing circus-women of colour, with a wide range of bodies of varying shapes and sizes on stage. In Hot Brown Honey no single women in the show has to stand as a symbol of what all women can be. Briefs and Hot Brown Honey, through accessible yet political circus/cabaret, subvert the norms and institutionalized racial and gender-based biases inherent in contemporary circus both in Australia and internationally. By doing so these two companies have leap-frogged the normative presentation of performers in contemporary circus by speaking directly to a celebration of difference and diversity through the presentation of radical alternative bodies.ReferencesAlthusser, L. For Marx. Trans. Ben Brewster. London: Verso, 1965/2005.Beeby, J. “Briefs: The Second Coming – Jack Beeby Chats with Creative Director Fez Faanana.” Aussie Theatre 2015. <http://aussietheatre.com.au/features/briefs-the-second-coming-jack-beeby-chats-with-creative-director-fez-faanana>.“Briefs: The Second Coming.” Sydney Festival 2016. <http://www.sydneyfestival.org.au/2017/briefs>.Dyer, R. White: Essays on Race and Culture. New York: Routledge, 1997. Fa’anana, F. Repartee as Shivannah in The Second Coming by Briefs. Magic Mirrors Spiegeltent, Sydney Festival, 7 Jan. 2017. Performance.Finch, M. Personal communication. 13 Dec. 2016.Funk, A. “Gender in Circus Education: The Institutionalization of Stereotypes.” Paper presented at Circus and Its Others, July 2016.Gardner, L. “Shameless and Subversive: The Feminist Revolution Hits the Edinburgh Fringe.” The Guardian Theatre Blog 14 Aug. 2016. <https://www.theguardian.com/stage/theatreblog/2016/aug/14/feminist-revolution-edinburgh-stage-fringe-2016-burlesque>.Kyobashi A., and L. Peake. “Racism Out of Place: Thoughts on Whiteness and an Antiracist Geography in the New Millennium.” Annals of American Geographers 90.2 (2000): 392-403.Lavers, K. “Briefs: The Second Coming.” ArtsHub Reviews 2017. <http://performing.artshub.com.au/news-article/reviews/performing-arts/katie-lavers/briefs-the-second-coming-252936>.Lewis, L. Cross-Racial Casting: Changing the Face of Australian Theatre. Platform Papers No. 13. Strawberry Hills, NSW: Currency House, 2007. McLaren, P. Life in Schools: An Introduction to Critical Pedagogy in the Foundations of Education. 6th ed. New York: Routledge, 2016. McLaren, P., and R. Torres. “Racism and Multicultural Education: Rethinking ‘Race’ and ‘Whiteness’ in Late Capitalism.” Critical Multiculturalism: Rethinking Multicultural and Antiracist Education. Ed. S. May. Philadelphia, PA: Falmer Press, 1999. 42-76. Northover, K. “Melbourne International Comedy Festival: A Mix of Politically Infused Hip Hop and Cabaret.” Sydney Morning Herald 3 Apr. 2016. <http://www.smh.com.au/entertainment/comedy/melbourne-international-comedy-festival-hot-brown-honey-a-mix-of-politicallyinfused-hiphop-and-cabaret-20160403-gnxazn.html>.“On the Couch with Fez Fa’anana.” Arts Review 2015. <http://artsreview.com.au/on-the-couch-with-fez-faanana/>.“Outrageous Boys’ Circus Briefs Is No Drag.” Daily Telegraph 2016. <http://www.dailytelegraph.com.au/archive/specials/outrageous-boys-circus-briefs-is-no-drag/news-story/7d24aee1560666b4eca65af81ad19ff3>.St Leon, M. “Celebrated at First, Then Implied and Finally Denied.” The Routledge Circus Studies Reader. Eds. Katie Lavers and Peta Tait. London: Routledge, 2008/2016. 209-33. Williams, S. “Gender in Circus.” Acrobatic Conundrum 3 Aug. 2016. <http://www.acrobaticconundrum.com/blog/2016/8/3/gender-in-circus>.

Abstract:

“...children’s play seems to become more and more a product of the educational and cultural orientation of parents...” — Stephen Kline, The Making of Children’s Culture We live in a world saturated by design and through design artefacts, one can glean unique insights into a culture's values and norms. In fact, some academics, such as British media and film theorist Ben Highmore, see the two areas so inextricably intertwined as to suggest a wholesale “re-branding of the cultural sciences as design studies” (14). Too often, however, everyday objects are marginalised or overlooked as objects of scholarly attention. The field of material culture studies seeks to change that by focussing on the quotidian object and its ability to reveal much about the time, place, and culture in which it was designed and used. This article takes on one such object, a mid-century children's toy tea set, whose humble journey from 1968 Sears catalogue to 2014 thrift shop—and subsequently this author’s basem*nt—reveals complex rhetorical messages communicated both visually and verbally. As material culture studies theorist Jules Prown notes, the field’s foundation is laid upon the understanding “that objects made ... by man reflect, consciously or unconsciously, directly or indirectly, the beliefs of individuals who made, commissioned, purchased or used them, and by extension the beliefs of the larger society to which they belonged” (1-2). In this case, the objects’ material and aesthetic characteristics can be shown to reflect some of the pervasive stereotypes and gender roles of the mid-century and trace some of the prevailing tastes of the American middle class of that era, or perhaps more accurately the type of design that came to represent good taste and a modern aesthetic for that audience. A wealth of research exists on the function of toys and play in learning about the world and even the role of toy selection in early sex-typing, socialisation, and personal identity of children (Teglasi). This particular research area isn’t the focus of this article; however, one aspect that is directly relevant and will be addressed is the notion of adult role-playing among children and the role of toys in communicating certain adult practices or values to the child—what sociologist David Oswell calls “the dedifferentiation of childhood and adulthood” (200). Neither is the focus of this article the practice nor indeed the ethicality of marketing to children. Relevant to this particular example I suggest, is as a product utilising messaging aimed not at children but at adults, appealing to certain parents’ interest in nurturing within their child a perceived era and class-appropriate sense of taste. This was fuelled in large part by the curatorial pursuits of the Museum of Modern Art (MoMA) in New York, coupled with an interest and investment in raising their children in a design-forward household and a desire for toys that reflected that priority; in essence, parents wishing to raise modern children. Following Prown’s model of material culture analysis, the tea set is examined in three stages, through description, deduction and speculation with each stage building on the previous one. Figure 1: Porcelain Toy Tea Set. Description The tea set consists of twenty-six pieces that allows service for six. Six cups, saucers, and plates; a tall carafe with spout, handle and lid; a smaller vessel with a spout and handle; a small round bowl with a lid; a larger oval bowl with a lid, and a coordinated oval platter. The cups are just under two inches tall and two inches in diameter. The largest piece, the platter is roughly six inches by four inches. The pieces are made of a ceramic material white in colour and glossy in texture and are very lightweight. The rim or edge of each piece is decorated with a motif of three straight lines in two different shades of blue and in different thicknesses, interspersed with a set of three black wiggly lines. Figure 2: Porcelain Toy Tea Set Box. The set is packaged for retail purposes and the original box appears to be fully intact. The packaging of an object carries artefactual evidence just as important as what it contains that falls into the category of a “‘para-artefact’ … paraphernalia that accompanies the product (labels, packaging, instructions etc.), all of which contribute to a product’s discourse” (Folkmann and Jensen 83). The graphics on the box are colourful, featuring similar shades of teal blue as found on the objects, with the addition of orange and a silver sticker featuring the logo of the American retailer Sears. The cover features an illustration of the objects on an orange tabletop. The most prominent text that confirms that the toy is a “Porcelain Toy Tea Set” is in an organic, almost psychedelic style that mimics both popular graphics of this era—especially album art and concert posters—as well as the organic curves of steam that emanate from the illustrated teapot’s spout. Additional messages appear on the box, in particular “Contemporary DESIGN” and “handsome, clean-line styling for modern little hostesses”. Along the edges of the box lid, a detail of the decorative motif is reproduced somewhat abstracted from what actually appears on the ceramic objects. Figure 3: Sears’s Christmas Wishbook Catalogue, page 574 (1968). Sears, Roebuck and Co. (Sears) is well-known for its over one-hundred-year history of producing printed merchandise catalogues. The catalogue is another important para-artefact to consider in analysing the objects. The tea set first appeared in the 1968 Sears Christmas Wishbook. There is no date or copyright on the box, so only its inclusion in the catalogue allows the set to be accurately dated. It also allows us to understand how the set was originally marketed. Deduction In the deduction phase, we focus on the sensory aesthetic and functional interactive qualities of the various components of the set. In terms of its function, it is critical that we situate the objects in their original use context, play. The light weight of the objects and thinness of the ceramic material lends the objects a delicate, if not fragile, feeling which indicates that this set is not for rough use. Toy historian Lorraine May Punchard differentiates between toy tea sets “meant to be used by little girls, having parties for their friends and practising the social graces of the times” and smaller sets or doll dishes “made for little girls to have parties with their dolls, or for their dolls to have parties among themselves” (7). Similar sets sold by Sears feature images of girls using the sets with both human playmates and dolls. The quantity allowing service for six invites multiple users to join the party. The packaging makes clear that these toy tea sets were intended for imaginary play only, rendering them non-functional through an all-capitals caution declaiming “IMPORTANT: Do not use near heat”. The walls and handles of the cups are so thin one can imagine that they would quickly become dangerous if filled with a hot liquid. Nevertheless, the lid of the oval bowl has a tan stain or watermark which suggests actual use. The box is broken up by pink cardboard partitions dividing it into segments sized for each item in the set. Interestingly even the small squares of unfinished corrugated cardboard used as cushioning between each stacked plate have survived. The evidence of careful re-packing indicates that great care was taken in keeping the objects safe. It may suggest that even though the set was used, the children or perhaps the parents, considered the set as something to care for and conserve for the future. Flaws in the glaze and applique of the design motif can be found on several pieces in the set and offer some insight as to the technique used in producing these items. Errors such as the design being perfectly evenly spaced but crooked in its alignment to the rim, or pieces of the design becoming detached or accidentally folded over and overlapping itself could only be the result of a print transfer technique popularised with decorative china of the Victorian era, a technique which lends itself to mass production and lower cost when compared to hand decoration. Speculation In the speculation stage, we can consider the external evidence and begin a more rigorous investigation of the messaging, iconography, and possible meanings of the material artefact. Aspects of the set allow a number of useful observations about the role of such an object in its own time and context. Sociologists observe the role of toys as embodiments of particular types of parental messages and values (Cross 292) and note how particularly in the twentieth century “children’s play seems to become more and more a product of the educational and cultural orientation of parents” (Kline 96). Throughout history children’s toys often reflected a miniaturised version of the adult world allowing children to role-play as imagined adult-selves. Kristina Ranalli explored parallels between the practice of drinking tea and the play-acting of the child’s tea party, particularly in the nineteenth century, as a gendered ritual of gentility; a method of socialisation and education, and an opportunity for exploratory and even transgressive play by “spontaneously creating mini-societies with rules of their own” (20). Such toys and objects were available through the Sears mail-order catalogue from the very beginning at the end of the nineteenth century (McGuire). Propelled by the post-war boom of suburban development and homeownership—that generation’s manifestation of the American Dream—concern with home décor and design was elevated among the American mainstream to a degree never before seen. There was a hunger for new, streamlined, efficient, modernist living. In his essay titled “Domesticating Modernity”, historian Jeffrey L. Meikle notes that many early modernist designers found that perhaps the most potent way to “‘domesticate’ modernism and make it more familiar was to miniaturise it; for example, to shrink the skyscraper and put it into the home as furniture or tableware” (143). Dr Timothy Blade, curator of the 1985 exhibition of girls’ toys at the University of Minnesota’s Goldstein Gallery—now the Goldstein Museum of Design—described in his introduction “a miniaturised world with little props which duplicate, however rudely, the larger world of adults” (5). Noting the power of such toys to reflect adult values of their time, Blade continues: “the microcosm of the child’s world, remarkably furnished by the miniaturised props of their parents’ world, holds many direct and implied messages about the society which brought it into being” (9). In large part, the mid-century Sears catalogues capture the spirit of an era when, as collector Thomas Holland observes, “little girls were still primarily being offered only the options of glamour, beauty and parenthood as the stuff of their fantasies” (175). Holland notes that “the Wishbooks of the fifties [and, I would add, the sixties] assumed most girls would follow in their mother’s footsteps to become full-time housewives and mommies” (1). Blade grouped toys into three categories: cooking, cleaning, and sewing. A tea set could arguably be considered part of the cooking category, but closer examination of the language used in marketing this object—“little hostesses”, et cetera—suggests an emphasis not on cooking but on serving or entertaining. This particular category was not prevalent in the era examined by Blade, but the cultural shifts of the mid-twentieth century, particularly the rapid popularisation of a suburban lifestyle, may have led to the use of entertaining as an additional distinct category of role play in the process of learning to become a “proper” homemaker. Sears and other retailers offered a wide variety of styles of toy tea sets during this era. Blade and numerous other sources observe that children’s toy furniture and appliances tended to reflect the style and aesthetic qualities of their contemporary parallels in the adult world, the better to associate the child’s objects to its adult equivalent. The toy tea set’s packaging trumpets messages intended to appeal to modernist values and identity including “Contemporary Design” and “handsome, clean-line styling for modern little hostesses”. The use of this coded marketing language, aimed particularly at parents, can be traced back several decades. In 1928 a group of American industrial and textile designers established the American Designers' Gallery in New York, in part to encourage American designers to innovate and adopt new styles such as those seen in the L’ Exposition Internationale des Arts Decoratifs et Industriels Modernes (1925) in Paris, the exposition that sparked international interest in the Art Deco or Art Moderne aesthetic. One of the gallery founders, Ilonka Karasz, a Hungarian-American industrial and textile designer who had studied in Austria and was influenced by the Wiener Werkstätte in Vienna, publicised her new style of nursery furnishings as “designed for the very modern American child” (Brown 80). Sears itself was no stranger to the appeal of such language. The term “contemporary design” was ubiquitous in catalogue copy of the nineteen-fifties and sixties, used to describe everything from draperies (1959) and bedspreads (1961) to spice racks (1964) and the Lady Kenmore portable dishwasher (1961). An emphasis on the role of design in one’s life and surroundings can be traced back to efforts by MoMA. The museum’s interest in modern design hearkens back almost to the institution’s inception, particularly in relation to industrial design and the aestheticisation of everyday objects (Marshall). Through exhibitions and in partnership with mass-market magazines, department stores and manufacturer showrooms, MoMA curators evangelised the importance of “good design” a term that can be found in use as early as 1942. What Is Good Design? followed the pattern of prior exhibitions such as What Is Modern Painting? and situated modern design at the centre of exhibitions that toured the United States in the first half of the nineteen-fifties. To MoMA and its partners, “good design” signified the narrow identification of proper taste in furniture, home decor and accessories; effectively, the establishment of a design canon. The viewpoints enshrined in these exhibitions and partnerships were highly influential on the nation’s perception of taste for decades to come, as the trickle-down effect reached a much broader segment of consumers than those that directly experienced the museum or its exhibitions (Lawrence.) This was evident not only at high-end shops such as Bloomingdale’s and Macy’s. Even mass-market retailers sought out well-known figures of modernist design to contribute to their offerings. Sears, for example, commissioned noted modernist designer and ceramicist Russel Wright to produce a variety of serving ware and decor items exclusively for the company. Notably for this study, he was also commissioned to create a toy tea set for children. The 1957 Wishbook touts the set as “especially created to delight modern little misses”. Within its Good Design series, MoMA exhibitions celebrated numerous prominent Nordic designers who were exploring simplified forms and new material technologies. In the 1968 Wishbook, the retailer describes the Porcelain Toy Tea Set as “Danish-inspired china for young moderns”. The reference to Danish design is certainly compatible with the modernist appeal; after the explosion in popularity of Danish furniture design, the term “Danish Modern” was commonly used in the nineteen-fifties and sixties as shorthand for pan-Scandinavian or Nordic design, or more broadly for any modern furniture design regardless of origin that exhibited similar characteristics. In subsequent decades the notion of a monolithic Scandinavian-Nordic design aesthetic or movement has been debunked as primarily an economically motivated marketing ploy (Olivarez et al.; Fallan). In the United States, the term “Danish Modern” became so commonly misused that the Danish Society for Arts and Crafts called upon the American Federal Trade Commission (FTC) to legally restrict the use of the labels “Danish” and “Danish Modern” to companies genuinely originating in Denmark. Coincidentally the FTC ruled on this in 1968, noting “that ‘Danish Modern’ carries certain meanings, and... that consumers might prefer goods that are identified with a foreign culture” (Hansen 451). In the case of the Porcelain Toy Tea Set examined here, Sears was not claiming that the design was “Danish” but rather “Danish-inspired”. One must wonder, was this another coded marketing ploy to communicate a sense of “Good Design” to potential customers? An examination of the formal qualities of the set’s components, particularly the simplified geometric forms and the handle style of the cups, confirms that it is unlike a traditional—say, Victorian-style—tea set. Punchard observes that during this era some American tea sets were actually being modelled on coffee services rather than traditional tea services (148). A visual comparison of other sets sold by Sears in the same year reveals a variety of cup and pot shapes—with some similar to the set in question—while others exhibit more traditional teapot and cup shapes. Coffee culture was historically prominent in Nordic cultures so there is at least a passing reference to that aspect of Nordic—if not specifically Danish—influence in the design. But what of the decorative motif? Simple curved lines were certainly prominent in Danish furniture and architecture of this era, and occasionally found in combination with straight lines, but no connection back to any specific Danish motif could be found even after consultation with experts in the field from the Museum of Danish America and the Vesterheim National Norwegian-American Museum (personal correspondence). However, knowing that the average American consumer of this era—even the design-savvy among them—consumed Scandinavian design without distinguishing between the various nations, a possible explanation could be contained in the promotion of Finnish textiles at the time. In the decade prior to the manufacture of the tea set a major design tendency began to emerge in the United States, triggered by the geometric design motifs of the Finnish textile and apparel company Marimekko. Marimekko products were introduced to the American market in 1959 via the Cambridge, Massachusetts-based retailer Design Research (DR) and quickly exploded in popularity particularly after would-be First Lady Jacqueline Kennedy appeared in national media wearing Marimekko dresses during the 1960 presidential campaign and on the cover of Sports Illustrated magazine. (Thompson and Lange). The company’s styling soon came to epitomise a new youth aesthetic of the early nineteen sixties in the United States, a softer and more casual predecessor to the London “mod” influence. During this time multiple patterns were released that brought a sense of whimsy and a more human touch to classic mechanical patterns and stripes. The patterns Piccolo (1953), Helmipitsi (1959), and Varvunraita (1959), all designed by Vuokko Eskolin-Nurmesniemi offered varying motifs of parallel straight lines. Maija Isola's Silkkikuikka (1961) pattern—said to be inspired by the plumage of the Great Crested Grebe—combined parallel serpentine lines with straight and angled lines, available in a variety of colours. These and other geometrically inspired patterns quickly inundated apparel and decor markets. DR built a vastly expanded Cambridge flagship store and opened new locations in New York in 1961 and 1964, and in San Francisco in 1965 fuelled in no small part by the fact that they remained the exclusive outlet for Marimekko in the United States. It is clear that Marimekko’s approach to pattern influenced designers and manufacturers across industries. Design historian Lesley Jackson demonstrates that Marimekko designs influenced or were emulated by numerous other companies across Scandinavia and beyond (72-78). The company’s influence grew to such an extent that some described it as a “conquest of the international market” (Hedqvist and Tarschys 150). Subsequent design-forward retailers such as IKEA and Crate and Barrel continue to look to Marimekko even today for modern design inspiration. In 2016 the mass-market retailer Target formed a design partnership with Marimekko to offer an expansive limited-edition line in their stores, numbering over two hundred items. So, despite the “Danish” misnomer, it is quite conceivable that designers working for or commissioned by Sears in 1968 may have taken their aesthetic cues from Marimekko’s booming work, demonstrating a clear understanding of the contemporary high design aesthetic of the time and coding the marketing rhetoric accordingly even if incorrectly. Conclusion The Sears catalogue plays a unique role in capturing cross-sections of American culture not only as a sales tool but also in Holland’s words as “a beautifully illustrated diary of America, it’s [sic] people and the way we thought about things” (1). Applying a rhetorical and material culture analysis to the catalogue and the objects within it provides a unique glimpse into the roles these objects played in mediating relationships, transmitting values and embodying social practices, tastes and beliefs of mid-century American consumers. Adult consumers familiar with the characteristics of the culture of “Good Design” potentially could have made a connection between the simplified geometric forms of the components of the toy tea set and say the work of modernist tableware designers such as Kaj Franck, or between the set’s graphic pattern and the modernist motifs of Marimekko and its imitators. But for a much broader segment of the population with a less direct understanding of modernist aesthetics, those connections may not have been immediately apparent. The rhetorical messaging behind the objects’ packaging and marketing used class and taste signifiers such as modern, contemporary and “Danish” to reinforce this connection to effect an emotional and aspirational appeal. These messages were coded to position the set as an effective transmitter of modernist values and to target parents with the ambition to create “appropriately modern” environments for their children. 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Folkmann, Mads Nygaard, and Hans-Christian Jensen. “Subjectivity in Self-Historicization: Design and Mediation of a ‘New Danish Modern’ Living Room Set.” Design and Culture 7.1 (2015): 65–84. Hansen, Per H. “Networks, Narratives, and New Markets: The Rise and Decline of Danish Modern Furniture Design, 1930–1970.” The Business History Review 80.3 (2006): 449–83. Hedqvist, Hedvig, and Rebecka Tarschys. “Thoughts on the International Reception of Marimekko.” Marimekko: Fabrics, Fashions, Architecture. Ed. Marianne Aav. Bard. 2003. 149–71. Highmore, Ben. The Design Culture Reader. Routledge, 2008. Holland, Thomas W. Girls’ Toys of the Fifties and Sixties: Memorable Catalog Pages from the Legendary Sears Christmas Wishbooks, 1950-1969. Windmill, 1997. Hucal, Sarah. "Scandi Crush Saga: How Scandinavian Design Took over the World." Curbed, 23 Mar. 2016. <http://www.curbed.com/2016/3/23/11286010/scandinavian-design-arne-jacobsen-alvar-aalto-muuto-artek>. Jackson, Lesley. “Textile Patterns in an International Context: Precursors, Contemporaries, and Successors.” Marimekko: Fabrics, Fashions, Architecture. Ed. Marianne Aav. Bard. 2003. 44–83. Kline, Stephen. “The Making of Children’s Culture.” The Children’s Culture Reader. Ed. Henry Jenkins. New York: NYU P, 1998. 95–109. Lawrence, Sidney. “Declaration of Function: Documents from the Museum of Modern Art’s Design Crusade, 1933-1950.” Design Issues 2.1 (1985): 65–77. Marshall, Jennifer Jane. Machine Art 1934. Chicago: U of Chicago P, 2012. McGuire, Sheila. “Playing House: Sex-Roles and the Child’s World.” Child’s Play, Woman’s Work: An Exhibition of Miniature Toy Appliances : June 12, 1985–September 29, 1985. St. Paul: Goldstein Gallery, U Minnesota, 1985. Meikel, Jeffrey L. “Domesticating Modernity: Ambivalence and Appropriation, 1920–1940.” Designing Modernity; the Arts of Reform and Persuasion. Ed. Wendy Kaplan. Thames & Hudson, 1995. 143–68. O’Brien, Marion, and Aletha C. Huston. “Development of Sex-Typed Play Behavior in Toddlers.” Developmental Psychology, 21.5 (1985): 866–71. Olivarez, Jennifer Komar, Jukka Savolainen, and Juulia Kauste. Finland: Designed Environments. Minneapolis Institute of Arts and Nordic Heritage Museum, 2014. Oswell, David. The Agency of Children: From Family to Global Human Rights. Cambridge UP, 2013. Prown, Jules David. “Mind in Matter: An Introduction to Material Culture Theory and Method.” Winterthur Portfolio 17.1 (1982): 1–19. Punchard, Lorraine May. Child’s Play: Play Dishes, Kitchen Items, Furniture, Accessories. Punchard, 1982. Ranalli, Kristina. An Act Apart: Tea-Drinking, Play and Ritual. Master's thesis. U Delaware, 2013. Sears Corporate Archives. “What Is a Sears Modern Home?” n.d. <http://www.searsarchives.com/homes/index.htm>. "Target Announces New Design Partnership with Marimekko: It’s Finnish, Target Style." Target, 2 Mar. 2016. <http://corporate.target.com/article/2016/03/marimekko-for-target>. 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Abstract:

During World War II, the Soviet Union’s food supply was in a state of crisis. Hitler’s army had occupied the agricultural heartlands of Ukraine and Southern Russia in 1941 and, as a result, agricultural production for the entire nation had plummeted. Soldiers in Red Army, who easily ate the best rations in the country, subsisted on a daily allowance of just under a kilogram of bread, supplemented with meat, tea, sugar and butter when and if these items were available. The hunger of the Red Army and its effect on the morale and strength of Europe’s eastern warfront were causes for concern for the Soviet government and its European and American allies. The one country with a food surplus decided to do something to help, and in 1942 the United States agreed to send thousands of pounds of meat, cheese and butter overseas to help feed the Red Army. After receiving several shipments of the all-American spiced canned meat SPAM, the Red Army’s quartermaster put in a request for a more familiar canned pork product, Russian tushonka. Pound for pound, America sent more pigs overseas than soldiers during World War II, in part because pork was in oversupply in the America of the early 1940s. Shipping meat to hungry soldiers and civilians in war torn countries was a practical way to build business for the U.S. meat industry, which had been in decline throughout the 1930s. As per a Soviet-supplied recipe, the first cans of Lend-Lease tushonka were made in the heart of the American Midwest, at meatpacking plants in Iowa and Ohio (Stettinus 6-7). Government contracts in the meat packing industry helped fuel economic recovery, and meatpackers were in a position to take special request orders like the one for tushonka that came through the lines. Unlike SPAM, which was something of a novelty item during the war, tushonka was a food with a past. The original recipe was based on a recipe for preserved meat that had been a traditional product of the Ural Mountains, preserved in jars with salt and fat rather than by pressure and heat. Thus tushonka was requested—and was mass-produced—not simply as a convenience but also as a traditional and familiar food—a taste of home cooking that soldiers could carry with them into the field. Nikita Khrushchev later claimed that the arrival of tushonka was instrumental in helping the Red Army push back against the Nazi invasion (178). Unlike SPAM and other wartime rations, tushonka did not fade away after the war. Instead, it was distributed to the Soviet civilian population, appearing in charity donations and on the shelves of state shops. Often it was the only meat product available on a regular basis. Salty, fatty, and slightly grey-toned, tushonka was an unlikely hero of the postwar-era, but during this period tushonka rose from obscurity to become an emblem of socialist modernity. Because it was shelf stable and could be made from a variety of different cuts of meat, it proved an ideal product for the socialist production lines where supplies and the pace of production were infinitely variable. Unusual in a socialist system of supply, this product shaped production and distribution lines, and even influenced the layout of meatpacking factories and the genetic stocks of the animals that were to be eaten. Tushonka’s initial ubiquity in the postwar Soviet Union had little to do with the USSR’s own hog industry. Pig populations as well as their processing facilities had been decimated in the war, and pigs that did survive the Axis invasion had been evacuated East with human populations. Instead, the early presence of tushonka in the pig-scarce postwar Soviet Union had everything to do with Harry Truman’s unexpected September 1945 decision to end all “economically useful” Lend-Lease shipments to the Soviet Union (Martel). By the end of September, canned meat was practically the only product still being shipped as part of Lend-Lease (NARA RG 59). Although the United Nations was supposed to distribute these supplies to needy civilians free of cost, travelers to the Soviet Union in 1946 spotted cans of American tushonka for sale in state shops (Skeoch 231). After American tushonka “donations” disappeared from store shelves, the Soviet Union’s meat syndicates decided to continue producing the product. Between its first appearance during the war in 1943, and the 1957 announcement by Nikita Khrushchev that Soviet policy would restructure all state animal farms to support the mass production of one or several processed meat products, tushonka helped to drive the evolution of the Soviet Union’s meat packing industry. Its popularity with both planners and the public gave it the power to reach into food commodity chains. It is this backward reach and the longer-term impacts of these policies that make tushonka an unusual byproduct of the Cold War era. State planners loved tushonka: it was cheap to make, the logistics of preparing it were not complicated, it was easy to transport, and most importantly, it served as tangible evidence that the state was accomplishing a long-standing goal to get more meat to its citizenry and improving the diet of the average Soviet worker. Tushonka became a highly visible product in the Soviet Union’s much vaunted push to establish a modern food regime intended to rival that of the United States. Because it was shelf-stable, wartime tushonka had served as a practical food for soldiers, but after the war tushonka became an ideal food for workers who had neither the time nor the space to prepare a home-cooked meal with fresh meat. The Soviet state started to produce its own tushonka because it was such an excellent fit for the needs and abilities of the Soviet state—consumer demand was rarely considered by planners in this era. Not only did tushonka fit the look and taste of a modern processed meat product (that is, it was standard in texture and flavor from can to can, and was an obviously industrially processed product), it was also an excellent way to make the most of the predominant kind of meat the Soviet Union had the in the 1950s: small scraps low-grade pork and beef, trimmings leftover from butchering practices that focused on harvesting as much animal fat, rather than muscle, from the carcass in question. Just like tushonka, pork sausages and frozen pelmeny, a meat-filled pasta dumpling, also became winning postwar foods thanks to a happy synergy of increased animal production, better butchering and new food processing machines. As postwar pigs recovered their populations, the Soviet processed meat industry followed suit. One official source listed twenty-six different kinds of meat products being issued in 1964, although not all of these were pork (Danilov). An instructional manual distributed by the meat and milk syndicate demonstrated how meat shops should wrap and display sausages, and listed 24 different kinds of sausages that all needed a special style of tying up. Because of packaging shortages, the string that bound the sausage was wrapped in a different way for every type of sausage, and shop assistants were expected to be able to identify sausages based on the pattern of their binding. Pelmeny were produced at every meat factory that processed pork. These were “made from start to finish in a special, automated machine, human hands do not touch them. Which makes them a higher quality and better (prevoskhodnogo) product” (Book of Healthy and Delicious Food). These were foods that became possible to produce economically because of a co-occurring increase in pigs, the new standardized practice of equipping meatpacking plants with large-capacity grinders, and freezers or coolers and the enforcement of a system of grading meat. As the state began to rebuild Soviet agriculture from its near-collapse during the war, the Soviet Union looked to the United States for inspiration. Surprisingly, Soviet planners found some of the United States’ more outdated techniques to be quite valuable for new Soviet hog operations. The most striking of these was the adoption of competing phenotypes in the Soviet hog industry. Most major swine varieties had been developed and described in the 19th century in Germany and Great Britain. Breeds had a tendency to split into two phenotypically distinct groups, and in early 20th Century American pig farms, there was strong disagreement as to which style of pig was better suited to industrial conditions of production. Some pigs were “hot-blooded” (in other words, fast maturing and prolific reproducers) while others were a slower “big type” pig (a self-explanatory descriptor). Breeds rarely excelled at both traits and it was a matter of opinion whether speed or size was the most desirable trait to augment. The over-emphasis of either set of qualities damaged survival rates. At their largest, big type pigs resembled small hippopotamuses, and sows were so corpulent they unwittingly crushed their tiny piglets. But the sleeker hot-blooded pigs had a similarly lethal relationship with their young. Sows often produced litters of upwards of a dozen piglets and the stress of tending such a large brood led overwhelmed sows to devour their own offspring (Long). American pig breeders had been forced to navigate between these two undesirable extremes, but by the 1930s, big type pigs were fading in popularity mainly because butter and newly developed plant oils were replacing lard as the cooking fat of preference in American kitchens. The remarkable propensity of the big type to pack on pounds of extra fat was more of a liability than a benefit in this period, as the price that lard and salt pork plummeted in this decade. By the time U.S. meat packers were shipping cans of tushonka to their Soviet allies across the seas, US hog operations had already developed a strong preference for hot-blooded breeds and research had shifted to building and maintaining lean muscle on these swiftly maturing animals. When Soviet industrial planners hoping to learn how to make more tushonka entered the scene however, their interpretation of american efficiency was hardly predictable: scientifically nourished big type pigs may have been advantageous to the United States at midcentury, but the Soviet Union’s farms and hungry citizens had a very different list of needs and wants. At midcentury, Soviet pigs were still handicapped by old-fashioned variables such as cold weather, long winters, poor farm organisation and impoverished feed regimens. The look of the average Soviet hog operation was hardly industrial. In 1955 the typical Soviet pig was petite, shaggy, and slow to reproduce. In the absence of robust dairy or vegetable oil industries, Soviet pigs had always been valued for their fat rather than their meat, and tushonka had been a byproduct of an industry focused mainly on supplying the country with fat and lard. Until the mid 1950s, the most valuable pig on many Soviet state and collective farms was the nondescript but very rotund “lard and bacon” pig, an inefficient eater that could take upwards of two years to reach full maturity. In searching for a way to serve up more tushonka, Soviet planners became aware that their entire industry needed to be revamped. When the Soviet Union looked to the United States, planners were inspired by the earlier competition between hot-blooded and big type pigs, which Soviet planners thought, ambitiously, they could combine into one splendid pig. The Soviet Union imported new pigs from Poland, Lithuania, East Germany and Denmark, trying valiantly to create hybrid pigs that would exhibit both hot blood and big type. Soviet planners were especially interested in inspiring the Poland-China, an especially rotund specimen, to speed up its life cycle during them mid 1950s. Hybrdizing and cross breeding a Soviet super-pig, no matter how closely laid out on paper, was probably always a socialist pipe dream. However, when the Soviets decided to try to outbreed American hog breeders, they created an infrastructure for pigs and pig breeding that had a dramatic positive impact of hog populations across the country, and the 1950s were marked by a large increase in the number of pigs in the Soviet union, as well as dramatic increases in the numbers of purebred and scientific hybrids the country developed, all in the name of tushonka. It was not just the genetic stock that received a makeover in the postwar drive to can more tushonka; a revolution in the barnyard also took place and in less than 10 years, pigs were living in new housing stock and eating new feed sources. The most obvious postwar change was in farm layout and the use of building space. In the early 1950s, many collective farms had been consolidated. In 1940 there were a quarter of a million kolkhozii, by 1951 fewer than half that many remained (NARA RG166). Farm consolidation movements most often combined two, three or four collective farms into one economic unit, thus scaling up the average size and productivity of each collective farm and simplifying their administration. While there were originally ambitious plans to re-center farms around new “agro-city” bases with new, modern farm buildings, these projects were ultimately abandoned. Instead, existing buildings were repurposed and the several clusters of farm buildings that had once been the heart of separate villages acquired different uses. For animals this meant new barns and new daily routines. Barns were redesigned and compartmentalized around ideas of gender and age segregation—weaned baby pigs in one area, farrowing sows in another—as well as maximising growth and health. Pigs spent less outside time and more time at the trough. Pigs that were wanted for different purposes (breeding, meat and lard) were kept in different areas, isolated from each other to minimize the spread of disease as well as improve the efficiency of production. Much like postwar housing for humans, the new and improved pig barn was a crowded and often chaotic place where the electricity, heat and water functioned only sporadically. New barns were supposed to be mechanised. In some places, mechanisation had helped speed things along, but as one American official viewing a new mechanised pig farm in 1955 noted, “it did not appear to be a highly efficient organisation. The mechanised or automated operations, such as the preparation of hog feed, were eclipsed by the amount of hand labor which both preceded and followed the mechanised portion” (NARA RG166 1961). The American official estimated that by mechanizing, Soviet farms had actually increased the amount of human labor needed for farming operations. The other major environmental change took place away from the barnyard, in new crops the Soviet Union began to grow for fodder. The heart and soul of this project was establishing field corn as a major new fodder crop. Originally intended as a feed for cows that would replace hay, corn quickly became the feed of choice for raising pigs. After a visit by a United States delegation to Iowa and other U.S. farms over the summer of 1955, corn became the centerpiece of Khrushchev’s efforts to raise meat and milk productivity. These efforts were what earned Khrushchev his nickname of kukuruznik, or “corn fanatic.” Since so little of the Soviet Union looks or feels much like the plains and hills of Iowa, adopting corn might seem quixotic, but raising corn was a potentially practical move for a cold country. Unlike the other major fodder crops of turnips and potatoes, corn could be harvested early, while still green but already possessing a high level of protein. Corn provided a “gap month” of green feed during July and August, when grazing animals had eaten the first spring green growth but these same plants had not recovered their biomass. What corn remained in the fields in late summer was harvested and made into silage, and corn made the best silage that had been historically available in the Soviet Union. The high protein content of even silage made from green mass and unripe corn ears prevented them from losing weight in the winter. Thus the desire to put more meat on Soviet tables—a desire first prompted by American food donations of surplus pork from Iowa farmers adapting to agro-industrial reordering in their own country—pushed back into the commodity supply network of the Soviet Union. World War II rations that were well adapted to the uncertainty and poor infrastructure not just of war but also of peacetime were a source of inspiration for Soviet planners striving to improve the diets of citizens. To do this, they purchased and bred more and better animals, inventing breeds and paying attention, for the first time, to the efficiency and speed with which these animals were ready to become meat. Reinventing Soviet pigs pushed even back farther, and inspired agricultural economists and state planners to embrace new farm organizational structures. Pigs meant for the tushonka can spent more time inside eating, and led their lives in a rigid compartmentalization that mimicked emerging trends in human urban society. Beyond the barnyard, a new concern with feed-to weight conversions led agriculturalists to seek new crops; crops like corn that were costly to grow but were a perfect food for a pig destined for a tushonka tin. Thus in Soviet industrialization, pigs evolved. No longer simply recyclers of human waste, socialist pigs were consumers in their own right, their newly crafted genetic compositions demanded ever more technical feed sources in order to maximize their own productivity. Food is transformative, and in this case study the prosaic substance of canned meat proved to be unusually transformative for the history of the Soviet Union. In its early history it kept soldiers alive long enough to win an important war, later the requirements for its manufacture re-prioritized muscle tissue over fat tissue in the disassembly of carcasses. This transformative influence reached backwards into the supply lines and farms of the Soviet Union, revolutionizing the scale and goals of farming and meat packing for the Soviet food industry, as well as the relationship between the pig and the consumer. References Bentley, Amy. Eating for Victory: Food Rationing and the Politics of Domesticity. Where: University of Illinois Press, 1998. The Book of Healthy and Delicious Food, Kniga O Vkusnoi I Zdorovoi Pishche. Moscow: AMN Izd., 1952. 161. Danilov, M. M. Tovaravedenie Prodovol’stvennykh Tovarov: Miaso I Miasnye Tovarye. Moscow: Iz. Ekonomika, 1964. Khrushchev, Nikita. Khrushchev Remembers. New York: Little, Brown & Company, 1970. 178. Long, James. The Book of the Pig. London: Upcott Gill, 1886. 102. Lush, Jay & A.L. Anderson, “A Genetic History of Poland-China Swine: I—Early Breed History: The ‘Hot Blood’ versus the ‘Big Type’” Journal of Heredity 30.4 (1939): 149-56. Martel, Leon. Lend-Lease, Loans, and the Coming of the Cold War: A Study of the Implementation of Foreign Policy. Boulder: Westview Press, 1979. 35. National Archive and Records Administration (NARA). RG 59, General Records of the Department of State. Office of Soviet Union affairs, Box 6. “Records relating to Lend Lease with the USSR 1941-1952”. National Archive and Records Administration (NARA). RG166, Records of the Foreign Agricultural Service. Narrative reports 1940-1954. USSR Cotton-USSR Foreign trade. Box 64, Folder “farm management”. Report written by David V Kelly, 6 Apr. 1951. National Archive and Records Administration (NARA). RG 166, Records of the Foreign Agricultural Service. Narrative Reports 1955-1961. Folder: “Agriculture” “Visits to Soviet agricultural installations,” 15 Nov. 1961. Skeoch, L.A. Food Prices and Ration Scale in the Ukraine, 1946 The Review of Economics and Statistics 35.3 (Aug. 1953), 229-35. State Archive of the Russian Federation (GARF). Fond R-7021. The Report of Extraordinary Special State Commission on Wartime Losses Resulting from the German-Fascist Occupation cites the following losses in the German takeover. 1948. Stettinus, Edward R. Jr. Lend-Lease: Weapon for Victory. Penguin Books, 1944.

Abstract:

The brand began, quite literally, as a method for ranchers to identify their cattle. By burning a distinct symbol into the hide of a baby calf, the owner could insure that if it one day wandered off his property or was stolen by a competitor, he’d be able to point to that logo and claim the animal as his rightful property. When the manufacturers of products adopted the brand as a way of guaranteeing the quality of their goods, its function remained pretty much the same. Buying a package of oats with the Quaker label meant the customer could trace back these otherwise generic oats to their source. If there was a problem, he knew where he could turn. More important, if the oats were of satisfactory or superior quality, he knew where he could get them again. Trademarking a brand meant that no one else could call his oats Quaker. Advertising in this innocent age simply meant publicizing the existence of one’s brand. The sole objective was to increase consumers awareness of the product or company that made it. Those who even thought to employ specialists for the exclusive purpose of writing ad copy hired newspaper reporters and travelling salesmen, who knew how to explain the attributes of an item in words that people tended to remember. It wasn’t until 1922 that a preacher and travelling “medicine show” salesman-turned-copywriter named Claude Hopkins decided that advertising should be systematized into a science. His short but groundbreaking book Scientific Advertising proposed that the advertisem*nt is merely a printed extension of the salesman¹s pitch and should follow the same rules. Hopkins believed in using hard descriptions over hype, and text over image: “The more you tell, the more you sell” and “White space is wasted space” were his mantras. Hopkins believed that any illustrations used in an ad should be directly relevant to the product itself, not just a loose or emotional association. He insisted on avoiding “frivolity” at all costs, arguing that “no one ever bought from a clown.” Although some images did appear in advertisem*nts and on packaging as early as the 1800s - the Quaker Oats man showed up in 1877 - these weren¹t consciously crafted to induce psychological states in customers. They were meant just to help people remember one brand over another. How better to recall the brand Quaker than to see a picture of one? It wasn’t until the 1930s, 1940s, and 1950s, as Americans turned toward movies and television and away from newspapers and radio, that advertisers’ focus shifted away from describing their brands and to creating images for them. During these decades, Midwestern adman Leo Burnett concocted what is often called the Chicago school of advertising, in which lovable characters are used to represent products. Green Giant, which was originally just the Minnesota Valley Canning Company’s code name for an experimental pea, became the Jolly Green Giant in young Burnett’s world of animated characters. He understood that the figure would make a perfect and enticing brand image for an otherwise boring product and could also serve as a mnemonic device for consumers. As he watched his character grow in popularity, Burnett discovered that the mythical figure of a green giant had resonance in many different cultures around the world. It became a kind of archetype and managed to penetrate the psyche in more ways than one. Burnett was responsible for dozens of character-based brand images, including Tony the Tiger, Charlie the Tuna, Morris the Cat, and the Marlboro Man. In each case, the character creates a sense of drama, which engages the audience in the pitch. This was Burnett’s great insight. He still wanted to sell a product based on its attributes, but he knew he had to draw in his audience using characters. Brand images were also based on places, like Hidden Valley Ranch salad dressing, or on recognizable situations, such as the significant childhood memories labelled “Kodak moments” or a mother nurturing her son on a cold day, a defining image for Campbell’s soup. In all these cases, however, the moment, location, or character went only so far as to draw the audience into the ad, after which they would be subjected to a standard pitch: ‘Soup is good food’, or ‘Sorry, Charlie, only the best tuna get to be Starkist’. Burnett saw himself as a homespun Midwesterner who was contributing to American folklore while speaking in the plain language of the people. He took pride in the fact that his ads used words like “ain’t”; not because they had some calculated psychological effect on the audience, but because they communicated in a natural, plainspoken style. As these methods found their way to Madison Avenue and came to be practiced much more self-consciously, Burnett¹s love for American values and his focus on brand attributes were left behind. Branding became much more ethereal and image-based, and ads only occasionally nodded to a product’s attributes. In the 1960s, advertising gurus like David Ogilvy came up with rules about television advertising that would have made Claude Hopkins shudder. “Food in motion” dictated that food should always be shot by a moving camera. “Open with fire” meant that ads should start in a very exciting and captivating way. Ogilvy told his creatives to use supers - text superimposed on the screen to emphasize important phrases and taglines. All these techniques were devised to promote brand image, not the product. Ogilvy didn’t believe consumers could distinguish between products were it not for their images. In Ogilvy on Advertising, he explains that most people cannot tell the difference between their own “favourite” whiskey and the closest two competitors’: ‘Have they tried all three and compared the taste? Don¹t make me laugh. The reality is that these three brands have different images which appeal to different kinds of people. It isn¹t the whiskey they choose, it’s the image. The brand image is ninety percent of what the distiller has to sell.’ (Ogilvy, 1993). Thus, we learned to “trust our car to the man who wears the star” not because Texaco had better gasoline than Shell, but because the company’s advertisers had created a better brand image. While Burnett and his disciples were building brand myths, another school of advertisers was busy learning about its audience. Back in the 1920s, Raymond Rubicam, who eventually founded the agency Young and Rubicam, thought it might be interesting to hire a pollster named Dr. Gallup from Northwestern University to see what could be gleaned about consumers from a little market research. The advertising industry’s version of cultural anthropology, or demographics, was born. Like the public-relations experts who study their target populations in order to manipulate them later, marketers began conducting polls, market surveys, and focus groups on the segments of the population they hoped to influence. And to draw clear, clean lines between demographic groups, researchers must almost always base distinctions on four factors: race, age, sex, and wages. Demographic research is reductionist by design. I once consulted to an FM radio station whose station manager wanted to know, “Who is our listener?” Asking such a question reduces an entire listenership down to one fictional person. It’s possible that no single individual will ever match the “customer profile” meant to apply to all customers, which is why so much targeted marketing often borders on classist, racist, and sexist pandering. Billboards for most menthol cigarettes, for example, picture African-Americans because, according to demographic research, black people prefer them to regular cigarettes. Microsoft chose Rolling Stones songs to launch Windows 95, a product targeted at wealthy baby boomers. “The Women’s Global Challenge” was an advertising-industry-created Olympics for women, with no purpose other than to market to active females. By the 1970s, the two strands of advertising theory - demographic research and brand image - were combined to develop campaigns that work on both levels. To this day, we know to associate Volvos with safety, Dr. Pepper with individuality, and Harley-Davidson with American heritage. Each of these brand images is crafted to appeal to the target consumer’s underlying psychological needs: Volvo ads are aimed at upper-middle-class white parents who fear for their children’s health and security, Dr. Pepper is directed to young nonconformists, and the Harley-Davidson image supports its riders’ self-perception as renegades. Today’s modern (or perhaps postmodern) brands don’t invent a corporate image on their own; they appropriate one from the media itself, such as MetLife did with Snoopy, Butterfinger did with Bart Simpson, or Kmart did by hiring Penny Marshall and Rosie O’Donnell. These mascots were selected because their perceived characteristics match the values of their target consumers - not the products themselves. In the language of today’s marketers, brand images do not reflect on products but on advertisers’ perceptions of their audiences’ psychology. This focus on audience composition and values has become the standard operating procedure in all of broadcasting. When Fox TV executives learned that their animated series “King of the Hill”, about a Texan propane distributor, was not faring well with certain demographics, for example, they took a targeted approach to their character’s rehabilitation. The Brandweek piece on Fox’s ethnic campaign uncomfortably dances around the issue. Hank Hill is the proverbial everyman, and Fox wants viewers to get comfortable with him; especially viewers in New York, where “King of the Hill”’s homespun humor hasn’t quite caught on with the young urbanites. So far this season, the show has pulled in a 10.1 rating/15 share in households nationally, while garnering a 7.9 rating/12 share in New York (Brandweek, 1997) As far as Fox was concerned, while regular people could identify with the network’s new “everyman” character, New Yorkers weren’t buying his middle-American patter. The television show’s ratings proved what TV executives had known all along: that New York City’s Jewish demographic doesn’t see itself as part of the rest of America. Fox’s strategy for “humanizing” the character to those irascible urbanites was to target the group’s ethnographic self-image. Fox put ads for the show on the panels of sidewalk coffee wagons throughout Manhattan, with the tagline “Have a bagel with Hank”. In an appeal to the target market’s well-developed (and well-researched) cynicism, Hank himself is shown saying, “May I suggest you have that with a schmear”. The disarmingly ethnic humor here is meant to underscore the absurdity of a Texas propane salesman using a Jewish insider’s word like “schmear.” In another Upper West Side billboard, Hank’s son appeals to the passing traffic: “Hey yo! Somebody toss me up a knish!” As far as the New York demographic is concerned, these jokes transform the characters from potentially threatening Southern rednecks into loveable hicks bending over backward to appeal to Jewish sensibilities, and doing so with a comic and, most important, nonthreatening inadequacy. Today, the most intensely targeted demographic is the baby - the future consumer. Before an average American child is twenty months old, he can recognize the McDonald’s logo and many other branded icons. Nearly everything a toddler encounters - from Band-Aids to underpants - features the trademarked characters of Disney or other marketing empires. Although this target market may not be in a position to exercise its preferences for many years, it pays for marketers to imprint their brands early. General Motors bought a two-page ad in Sports Illustrated for Kids for its Chevy Venture minivan. Their brand manager rationalized that the eight-to-fourteen-year-old demographic consists of “back-seat consumers” (Leonhardt, 1997). The real intention of target marketing to children and babies, however, goes deeper. The fresh neurons of young brains are valuable mental real estate to admen. By seeding their products and images early, the marketers can do more than just develop brand recognition; they can literally cultivate a demographic’s sensibilities as they are formed. A nine-year-old child who can recognize the Budweiser frogs and recite their slogan (Bud-weis-er) is more likely to start drinking beer than one who can remember only Tony the Tiger yelling, “They¹re great!” (Currently, more children recognize the frogs than Tony.) This indicates a long-term coercive strategy. The abstraction of brand images from the products they represent, combined with an increasing assault on our demographically targeted psychological profiles, led to some justifiable consumer paranoia by the 1970s. Advertising was working on us in ways we couldn’t fully understand, and people began to look for an explanation. In 1973, Wilson Bryan Key, a communications researcher, wrote the first of four books about “subliminal advertising,” in which he accused advertisers of hiding sexual imagery in ice cubes, and psychoactive words like “sex” onto the airbrushed surfaces of fashion photographs. Having worked on many advertising campaigns from start to finish, in close proximity to everyone from copywriters and art directors to printers, I can comfortably put to rest any rumours that major advertising agencies are engaging in subliminal campaigns. How do images that could be interpreted as “sexual” show up in ice cubes or elbows? The final photographs chosen for ads are selected by committee out of hundreds that are actually shot. After hours or days of consideration, the group eventually feels drawn to one or two photos out of the batch. Not surprising, these photos tend to have more evocative compositions and details, but no penises, breasts, or skulls are ever superimposed onto the images. In fact, the man who claims to have developed subliminal persuasion, James Vicary, admitted to Advertising Age in 1984 that he had fabricated his evidence that the technique worked in order to drum up business for his failing research company. But this confession has not assuaged Key and others who relentlessly, perhaps obsessively, continue to pursue those they feel are planting secret visual messages in advertisem*nts. To be fair to Key, advertisers have left themselves open to suspicion by relegating their work to the abstract world of the image and then targeting consumer psychology so deliberately. According to research by the Roper Organization in 1992, fifty-seven percent of American consumers still believe that subliminal advertising is practiced on a regular basis, and only one in twelve think it “almost never” happens. To protect themselves from the techniques they believe are being used against them, the advertising audience has adopted a stance of cynical suspicion. To combat our increasing awareness and suspicion of demographic targeting, marketers have developed a more camouflaged form of categorization based on psychological profiles instead of race and age. Jim Schroer, the executive director of new marketing strategy at Ford explains his abandonment of broad-demographic targeting: ‘It’s smarter to think about emotions and attitudes, which all go under the term: psychographics - those things that can transcend demographic groups.’ (Schroer, 1997) Instead, he now appeals to what he calls “consumers’ images of themselves.” Unlike broad demographics, the psychographic is developed using more narrowly structured qualitative-analysis techniques, like focus groups, in-depth interviews, and even home surveillance. Marketing analysts observe the behaviors of volunteer subjects, ask questions, and try to draw causal links between feelings, self-image, and purchases. A company called Strategic Directions Group provides just such analysis of the human psyche. In their study of the car-buying habits of the forty-plus baby boomers and their elders, they sought to define the main psychological predilections that human beings in this age group have regarding car purchases. Although they began with a demographic subset of the overall population, their analysis led them to segment the group into psychographic types. For example, members of one psychographic segment, called the ³Reliables,² think of driving as a way to get from point A to point B. The “Everyday People” campaign for Toyota is aimed at this group and features people depending on their reliable and efficient little Toyotas. A convertible Saab, on the other hand, appeals to the ³Stylish Fun² category, who like trendy and fun-to-drive imports. One of the company’s commercials shows a woman at a boring party fantasizing herself into an oil painting, where she drives along the canvas in a sporty yellow Saab. Psychographic targeting is more effective than demographic targeting because it reaches for an individual customer more directly - like a fly fisherman who sets bait and jiggles his rod in a prescribed pattern for a particular kind of fish. It’s as if a marketing campaign has singled you out and recognizes your core values and aspirations, without having lumped you into a racial or economic stereotype. It amounts to a game of cat-and-mouse between advertisers and their target psychographic groups. The more effort we expend to escape categorization, the more ruthlessly the marketers pursue us. In some cases, in fact, our psychographic profiles are based more on the extent to which we try to avoid marketers than on our fundamental goals or values. The so-called “Generation X” adopted the anti-chic aesthetic of thrift-store grunge in an effort to find a style that could not be so easily identified and exploited. Grunge was so self-consciously lowbrow and nonaspirational that it seemed, at first, impervious to the hype and glamour normally applied swiftly to any emerging trend. But sure enough, grunge anthems found their way onto the soundtracks of television commercials, and Dodge Neons were hawked by kids in flannel shirts saying “Whatever.” The members of Generation X are putting up a good fight. Having already developed an awareness of how marketers attempt to target their hearts and wallets, they use their insight into programming to resist these attacks. Unlike the adult marketers pursuing them, young people have grown up immersed in the language of advertising and public relations. They speak it like natives. As a result, they are more than aware when a commercial or billboard is targeting them. In conscious defiance of demographic-based pandering, they adopt a stance of self-protective irony‹distancing themselves from the emotional ploys of the advertisers. Lorraine Ketch, the director of planning in charge of Levi¹s trendy Silvertab line, explained, “This audience hates marketing that’s in your face. It eyeballs it a mile away, chews it up and spits it out” (On Advertising, 1998). Chiat/Day, one of the world’s best-known and experimental advertising agencies, found the answer to the crisis was simply to break up the Gen-X demographic into separate “tribes” or subdemographics - and include subtle visual references to each one of them in the ads they produce for the brand. According to Levi’s director of consumer marketing, the campaign meant to communicate, “We really understand them, but we are not trying too hard” (On Advertising, 1998). Probably unintentionally, Ms. Ketch has revealed the new, even more highly abstract plane on which advertising is now being communicated. Instead of creating and marketing a brand image, advertisers are creating marketing campaigns about the advertising itself. Silvertab’s target market is supposed to feel good about being understood, but even better about understanding the way they are being marketed to. The “drama” invented by Leo Burnett and refined by David Ogilvy and others has become a play within a play. The scene itself has shifted. The dramatic action no longer occurs between the audience and the product, the brand, or the brand image, but between the audience and the brand marketers. As audiences gain even more control over the media in which these interactive stories unfold, advertising evolves ever closer to a theatre of the absurd. excerpted from Coercion: Why We Listen to What "They" Say)? Works Cited Ogilvy, David. Ogilvy on Advertising. New York: Vintage, 1983. Brandweek Staff, "Number Crunching, Hollywood Style," Brandweek. October 6, 1997. Leonhardt, David, and Kathleen Kerwin, "Hey Kid, Buy This!" Business Week. June 30, 1997 Schroer, Jim. Quoted in "Why We Kick Tires," by Carol Morgan and Doron Levy. Brandweek. Sept 29, 1997. "On Advertising," The New York Times. August 14, 1998 Citation reference for this article Substitute your date of access for Dn Month Year etc... MLA Style Rushkoff, Douglas. "Coercion " M/C: A Journal of Media and Culture< http://www.media-culture.org.au/0306/06-coercion.php>. APA Style Rushkoff, D. (2003, Jun 19). Coercion . M/C: A Journal of Media and Culture, 6,< http://www.media-culture.org.au/0306/06-coercion.php>

Abstract:

Consumer or home use (previously ‘amateur’) moving image formats are distinguished from professional (still known as ‘professional’) ones by relative affordability, ubiquity and simplicity of use. Since Pathé Frères released its Pathé Baby camera, projector and 9.5mm film gauge in 1922, a distinct line of viewing and making equipment has been successfully marketed at nonprofessional use, especially in the home. ‘Amateur film’ is a simple term for a complex, variegated and longstanding set of activities. Conceptually it is bounded only by the negative definition of nonprofessional (usually intended as sub-professional), and the positive definition of being for the love of the activity and motivated by personal passion alone. This defines a field broad enough that two major historians of US amateur film, Patricia R. Zimmermann and Alan D. Kattelle, write about different subjects. Zimmermann focuses chiefly on domestic use and ‘how-to’ literature, while Kattelle unearths the collective practices and institutional structure of the Amateur Ciné Clubs and the Amateur Ciné League (Zimmerman, Reel Families, Professional; Kattelle, Home Movies, Amateur Ciné). Marion Norris Gleason, a test subject in Eastman Kodak’s development of 16mm and advocate of amateur film, defined it as having three parts, the home movie, “the photoplay produced by organised groups”, and the experimental film (Swanson 132). This view was current at least until the 1960s, when domestic documentation, Amateur Ciné clubs and experimental filmmakers shared the same film gauges and space in the same amateur film magazines, but paths have diverged somewhat since then. Domestic documentation remains committed to the moving image technology du jour, the Amateur Ciné movement is much reduced, and experimental film has developed a separate identity, its own institutional structure, and won some legitimacy in the art world. The trajectory of Super 8, a late-coming gauge to amateur film, has been defined precisely by this disintegration. Obsolescence was manufactured far more slowly during the long reign of amateur film gauges, allowing 9.5mm (1922-66), 16mm (1923-), 8mm (1932-), and Super 8 (1965-) to engage in protracted format wars significantly longer than the life spans of their analogue and digital video successors. The range of options available to nonprofessional makers – the quality but relative expense of 16mm, the near 16mm frame size of 9.5mm, the superior stability of 8mm compared to 9.5mm and Super 8, the size of Super 8’s picture relative to 8mm’s – are not surprising in the context of general competition for a diverse popular market on the usual basis of price, quality, and novelty. However, since analogue video’s ascent the amateur film gauges have all comprehensibly lost the battle for the home use market. This was by far the largest section of amateur film and the manufacturers’ overt target segment, so the amateur film gauges’ contemporary survival and significance is as something else. Though all the gauges from 8mm to 16mm remain available today to the curious and enthusiastic, Super 8’s afterlife is distinguished by the peculiar combination of having been a tremendously popular substandard to the substandard (ie, to 16mm, the standardised film gauge directly below 35mm in both price and quality), and now being prized for its technological excellence. When the large scale consumption that had supported Super 8’s manufacture dropped away, it revealed the set of much smaller, apparently non-transferable uses that would determine whether and as what Super 8 survived. Consequently, though Super 8 has been superseded many times over as a home movie format, it is not obsolete today as an art medium, a professional format used in the commercial industry, or as an alternative to digital video and 16mm for low budget independent production. In other words, everything it was never intended to be. I lately witnessed an occasion of the kind of high-fetishism for film-versus-video and analogue-versus-digital that the experimental moving image world is justifiably famed for. Discussion around the screening of Peter Tscherkassky’s films at the Xperimenta ‘09 festival raised the specifics and availability of the technology he relies on, both because of the peculiarity of his production method – found-footage collaging onto black and white 35mm stock via handheld light pen – and the issue of projection. Has digital technology supplied an alternative workflow? Would 35mm stock to work on (and prints to pillage) continue to be available? Is the availability of 35mm projectors in major venues holding up? Although this insider view of 35mm’s waning market share was more a performance of technological cultural politics than an analysis of it, it raised a series of issues central to any such analysis. Each film format is a gestalt item, consisting of four parts (that an individual might own): film stock, camera, projector and editor. Along with the availability of processing services, these items comprise a gauge’s viability (not withstanding the existence of camera-less and unedited workflows, and numerous folk developing methods). All these are needed to conjure the geist of the machine at full strength. More importantly, the discussion highlights what happens when such a technology collides with idiosyncratic and unintended use, which happens only because it is manufactured on a much wider scale than eccentric use alone can support. Although nostalgia often plays a role in the advocacy of obsolete technology, its role here should be carefully qualified and not overstated. If it plays a role in the three main economies that support contemporary Super 8, it need not be the same role. Further, even though it is now chiefly the same specialist shops and technicians that supply and service 9.5mm, 8mm, Super 8, and 16mm, they are not sold on the same scale nor to the same purpose. There has been no reported Renaissances of 9.5mm or 8mm, though, as long term home movie formats, they must loom large in the memories of many, and their particular look evokes pastness as surely as any two-colour process. There are some specifics to the trajectory of Super 8 as a non-amateur format that cannot simply be subsumed to general nostalgia or dead technology fetishism. Super 8 as an Art Medium Super 8 has a longer history as an art medium than as a pro-tool or low budget substandard. One key aspect in the invention and supply of amateur film was that it not be an adequate substitute for the professional technology used to populate the media sphere proper. Thus the price of access to motion picture making through amateur gauges has been a marginalisation of the outcome for format reasons alone (Zimmermann, Professional 24; Reekie 110) Eastman Kodak established their 16mm as the acceptable substandard for many non-theatrical uses of film in the 1920s, Pathé’s earlier 28mm having already had some success in this area (Mebold and Tepperman 137, 148-9). But 16mm was still relatively expensive for the home market, and when Kiyooka Eiichi filmed his drive across the US in 1927, his 16mm camera alone cost more than his car (Ruoff 240, 243). Against this, 9.5mm, 8mm and eventually Super 8 were the increasingly affordable substandards to the substandard, marginalised twice over in the commercial world, but far more popular in the consumer market. The 1960s underground film, and the modern artists’ film that was partly recuperated from it, was overwhelmingly based on 16mm, as the collections of its chief distributors, the New York Film-Makers’ Co-op, Canyon Cinema and the Lux clearly show. In the context of experimental film’s longstanding commitment to 16mm, an artist filmmaker’s choice to work with Super 8 had important resonances. Experimental work on 8mm and Super 8 is not hard to come by, even from the 1960s, but consider the cultural stakes of Jonas Mekas’s description of 8mm films as “beautiful folk art, like song and lyric poetry, that was created by the people” (Mekas 83). The evocation of ‘folk art’ signals a yawning gap between 8mm, whose richness has been produced collectively by a large and anonymous group, and the work produced by individual artists such as those (like Mekas himself) who founded the New American Cinema Group. The resonance for artists of the 1960s and 1970s who worked with 8mm and Super 8 was from their status as the premier vulgar film gauge, compounding-through-repetition their choice to work with film at all. By the time Super 8 was declared ‘dead’ in 1980, numerous works by canonical artists had been made in the format (Stan Brakhage, Derek Jarman, Carolee Schneemann, Anthony McCall), and various practices had evolved around the specific possibilities of this emulsion and that camera. The camcorder not only displaced Super 8 as the simplest to use, most ubiquitous and cheapest moving image format, at the same time it changed the hierarchy of moving image formats because Super 8 was now incontestably better than something. Further, beyond the ubiquity, simplicity and size, camcorder video and Super 8 film had little in common. Camcorder replay took advantage of the ubiquity of television, but to this day video projection remains a relatively expensive business and for some time after 1980 the projectors were rare and of undistinguished quality. Until the more recent emergence of large format television (also relatively expensive), projection was necessary to screen to anything beyond very small audience. So, considering the gestalt aspect of these technologies and their functions, camcorders could replace Super 8 only for the capture of home movies and small-scale domestic replay. Super 8 maintained its position as the cheapest way into filmmaking for at least 20 years after its ‘death’, but lost its position as the premier ‘folk’ moving image format. It remained a key format for experimental film through the 1990s, but with constant competition from evolving analogue and digital video, and improved and more affordable video projection, its market share diminished. Kodak has continued to assert the viability of its film stocks and gauges, but across 2005-06 it deleted its Kodachrome Super 8, 16mm and slide range (Kodak, Kodachrome). This became a newsworthy Super 8 story (see Morgan; NYT; Hodgkinson; Radio 4) because Super 8 was the first deletion announced, this was very close to 8 May 2005, which was Global Super 8 Day, Kodachrome 40 (K40) was Super 8’s most famous and still used stock, and because 2005 was Super 8’s 40th birthday. Kodachome was then the most long-lived colour process still available, but there were only two labs left in the world which could supply processing- Kodak’s Lausanne Kodachrome lab in Switzerland, using the authentic company method, and Dwayne’s Photo in the US, using a tolerable but substandard process (Hodgkinson). Kodak launched a replacement stock simultaneously, and indeed the variety of Super 8 stocks is increasing year to year, partly because of new Kodak releases and partly because other companies split Kodak’s 16mm and 35mm stock for use as Super 8 (Allen; Muldowney; Pro8mm; Dager). Nonetheless, the cancelling of K40 convulsed the artists’ film community, and a spirited defence of its unique and excellent properties was lead by artist and activist Pip Chodorov. Chodorov met with a Kodak executive at the Cannes Film Festival, appealed to the French Government and started an online petition. His campaign circular read: EXPLAIN THE ADVANTAGES OF K40We have to show why we care specifically about Kodachrome and why Ektachrome is not a replacement. Kodachrome […] whose fine grain and warm colors […] are often used as a benchmark of quality for other stocks. The unique qualities of the Kodachrome image should be pointed out, and especially the differences between Kodachrome and Ektachrome […]. What great films were shot in Kodachrome, and why? […] What are the advantages to the K-14 process and the Lausanne laboratory? Is K40 a more stable stock, is it more preservable, do the colors fade resistant? Point out differences in the sensitometry curves, the grain structure... There was a rash of protest screenings, including a special all-day programme at Le Festival des Cinemas Différents de Paris, about which Raphaël Bassan wrote This initiative was justified, Kodak having announced in 2005 that it was going to stop the manufacturing of the ultra-sensitive film Kodachrome 40, which allowed such recognized artists as Gérard Courant, Joseph Morder, Stéphane Marti and a whole new generation of filmmakers to express themselves through this supple and inexpensive format with such a particular texture. (Bassan) The distance Super 8 has travelled culturally since analogue video can be seen in the distance between these statements of excellence and the attributes of Super 8 and 8mm that appealed to earlier artists: The great thing about Super 8 is that you can switch is onto automatic and get beyond all those technicalities” (Jarman)An 8mm camera is the ballpoint of the visual world. Soon […] people will use camera-pens as casually as they jot memos today […] and the narrow gauge can make finished works of art. (Durgnat 30) Far from the traits that defined it as an amateur gauge, Super 8 is now lionised in terms more resembling a chemistry historian’s eulogy to the pigments used in Dark Ages illuminated manuscripts. From bic to laspis lazuli. Indie and Pro Super 8 Historian of the US amateur film Patricia R. Zimmermann has charted the long collision between small gauge film, domesticity and the various ‘how-to’ publications designed to bridge the gap. In this she pays particular attention to the ‘how-to’ publications’ drive to assert the commercial feature film as the only model worthy of emulation (Professional 267; Reel xii). This drive continues today in numerous magazines and books addressing the consumer and pro-sumer levels. Alan D. Kattelle has charted a different history of the US amateur film, concentrating on the cine clubs and their national organisation, the Amateur Cine League (ACL), competitive events and distribution, a somewhat less domestic part of the movement which aimed less at family documentation more toward ‘photo-plays’, travelogues and instructionals. Just as interested in achieving professional results with amateur means, the ACL encouraged excellence and some of their filmmakers received commissions to make more widely seen films (Kattelle, Amateur 242). The ACL’s Ten Best competition still exists as The American International Film and Video Festival (Kattelle, Amateur 242), but its remit has changed from being “a showcase for amateur films” to being open “to all non-commercial films regardless of the status of the film makers” (AMPS). This points to both the relative marginalisation of the mid-century notion of the amateur, and that successful professionals and others working in the penumbra of independent production surrounding the industry proper are now important contributors to the festival. Both these groups are the economically important contemporary users of Super 8, but they use it in different ways. Low budget productions use it as cheap alternative to larger gauges or HD digital video and a better capture format than dv, while professional productions use it as a lo-fi format precisely for its degradation and archaic home movie look (Allen; Polisin). Pro8mm is a key innovator, service provider and advocate of Super 8 as an industry standard tool, and is an important and long serving agent in what should be seen as the normalisation of Super 8 – a process of redressing its pariah status as a cheap substandard to the substandard, while progressively erasing the special qualities of Super 8 that underlay this. The company started as Super8 Sound, innovating a sync-sound system in 1971, prior to the release of Kodak’s magnetic stripe sound Super 8 in 1973. Kodak’s Super 8 sound film was discontinued in 1997, and in 2005 Pro8mm produced the Max8 format by altering camera front ends to shoot onto the unused stripe space, producing a better quality image for widescreen. In between they started cutting professional 35mm stocks for Super 8 cameras and are currently investing in ever more high-quality HD film scanners (Allen; Pro8mm). Simultaneous to this, Kodak has brought out a series of stocks for Super 8, and more have been cut down for Super 8 by third parties, that offer a wider range of light responses or ever finer grain structure, thus progressively removing the limitations and visible artefacts associated with the format (Allen; Muldowney; Perkins; Kodak, Motion). These films stocks are designed to be captured to digital video as a normal part of their processing, and then entered into the contemporary digital work flow, leaving little or no indication of the their origins on a format designed to be the 1960s equivalent of the Box Brownie. However, while Super 8 has been used by financially robust companies to produce full-length programmes, its role at the top end of production is more usually as home movie footage and/or to evoke pastness. When service provider and advocate OnSuper8 interviewed professional cinematographer James Chressanthis, he asserted that “if there is a problem with Super 8 it is that it can look too good!” and spent much of the interview explaining how a particular combination of stocks, low shutter speeds and digital conversion could reproduce the traditional degraded look and avoid “looking like a completely transparent professional medium” (Perkins). In his history of the British amateur movement, Duncan Reekie deals with this distinction between the professional and amateur moving image, defining the professional as having a drive towards clarity [that] eventually produced [what] we could term ‘hyper-lucidity’, a form of cinematography which idealises the perception of the human eye: deep focus, increased colour saturation, digital effects and so on. (108) Against this the amateur as distinguished by a visible cinematic surface, where the screen image does not seem natural or fluent but is composed of photographic grain which in 8mm appears to vibrate and weave. Since the amateur often worked with only one reversal print the final film would also often become scratched and dirty. (108-9) As Super 8’s function has moved away from the home movie, so its look has adjusted to the new role. Kodak’s replacement for K40 was finer grained (Kodak, Kodak), designed for a life as good to high quality digital video rather than a film strip, and so for video replay rather than a small gauge projector. In the economy that supports Super 8’s survival, its cameras and film stock have become part of a different gestalt. Continued use is still justified by appeals to geist, but the geist of film in a general and abstract way, not specific to Super 8 and more closely resembling the industry-centric view of film propounded by decades of ‘how-to’ guides. Activity that originally supported Super 8 continues, and currently has embraced the ubiquitous and extremely substandard cameras embedded in mobile phones and still cameras for home movies and social documentation. As Super 8 has moved to a new cultural position it has shed its most recognisable trait, the visible surface of grain and scratches, and it is that which has become obsolete, discontinued and the focus of nostalgia, along with the sound of a film projector (which you can get to go with films transferred to dvd). So it will be left to artist filmmaker Peter Tscherkassky, talking in 1995 about what Super 8 was to him in the 1980s, to evoke what there is to miss about Super 8 today. Unlike any other format, Super-8 was a microscope, making visible the inner life of images by entering beneath the skin of reality. […] Most remarkable of all was the grain. While 'resolution' is the technical term for the sharpness of a film image, Super-8 was really never too concerned with this. Here, quite a different kind of resolution could be witnessed: the crystal-clear and bright light of a Xenon-projection gave us shapes dissolving into the grain; amorphous bodies and forms surreptitiously transformed into new shapes and disappeared again into a sea of colour. Super-8 was the pointillism, impressionism and the abstract expressionism of cinematography. (Howath) Bibliography Allen, Tom. “‘Making It’ in Super 8.” MovieMaker Magazine 8 Feb. 1994. 1 May 2009 ‹http://www.moviemaker.com/directing/article/making_it_in_super_8_3044/›. AMPS. “About the American Motion Picture Society.” American Motion Picture Society site. 2009. 25 Apr. 2009 ‹http://www.ampsvideo.com›. Bassan, Raphaël. “Identity of Cinema: Experimental and Different (review of Festival des Cinémas Différents de Paris, 2005).” Senses of Cinema 44 (July-Sep. 2007). 25 Apr. 2009 ‹http://archive.sensesofcinema.com/contents/07/44/experimental-cinema-bassan.html›. Chodorov, Pip. “To Save Kodochrome.” Frameworks list, 14 May 2005. 28 Apr. 2009 ‹http://www.hi-beam.net/fw/fw29/0216.html›. Dager, Nick. “Kodak Unveils Latest Film Stock in Vision3 Family.” Digital Cinema Report 5 Jan. 2009. 27 Apr. 2009 ‹http://www.digitalcinemareport.com/Kodak-Vision3-film›. Durgnat, Raymond. “Flyweight Flicks.” GAZWRX: The Films of Jeff Keen booklet. Originally published in Films and Filming (Feb. 1965). London: BFI, 2009. 30-31. Frye, Brian L. “‘Me, I Just Film My Life’: An Interview with Jonas Mekas.” Senses of Cinema 44 (July-Sep. 2007). 15 Apr. 2009 ‹http://archive.sensesofcinema.com/contents/07/44/jonas-mekas-interview.html›. Hodgkinson, Will. “End of the Reel for Super 8.” Guardian 28 Sep. 2006. 20 Mar. 2009 ‹http://www.guardian.co.uk/film/2006/sep/28/1›. Horwath, Alexander. “Singing in the Rain - Supercinematography by Peter Tscherkassky.” Senses of Cinema 28 (Sep.-Oct. 2003). 5 May 2009 ‹http://archive.sensesofcinema.com/contents/03/28/tscherkassky.html›. Jarman, Derek. In Institute of Contemporary Arts Video Library Guide. London: ICA, 1987. Kattelle, Alan D. Home Movies: A History of the American Industry, 1897-1979. Hudson, Mass.: self-published, 2000. ———. “The Amateur Cinema League and its films.” Film History 15.2 (2003): 238-51. Kodak. “Kodak Celebrates 40th Anniversary of Super 8 Film Announces New Color Reversal Product to Portfolio.“ Frameworks list, 9 May 2005. 23 Mar. 2009 ‹http://www.hi-beam.net/fw/fw29/0150.html›. ———. “Kodachrome Update.” 30 Jun. 2006. 24 Mar. 2009 ‹http://www.hi-beam.net/fw/fw32/0756.html›. ———. “Motion Picture Film, Digital Cinema, Digital Intermediate.” 2009. 2 Apr. 2009 ‹http://motion.kodak.com/US/en/motion/index.htm?CID=go&idhbx=motion›. Mekas, Jonas. “8mm as Folk Art.” Movie Journal: The Rise of the New American Cinema, 1959-1971. Ed. Jonas Mekas. Originally Published in Village Voice 1963. New York: Macmillan, 1972. Morgan, Spencer. “Kodak, Don't Take My Kodachrome.” New York Times 31 May 2005. 4 Apr. 2009 ‹http://query.nytimes.com/gst/fullpage.html?res=9F05E1DF1F39F932A05756C0A9639C8B63&sec=&spon=&pagewanted=2›. ———. “Fans Beg: Don't Take Kodachrome Away.” New York Times 1 Jun. 2005. 4 Apr. 2009 ‹http://www.nytimes.com/2005/05/31/technology/31iht-kodak.html›. Muldowney, Lisa. “Kodak Ups the Ante with New Motion Picture Film.” MovieMaker Magazine 30 Nov. 2007. 6 Apr. 2009 ‹http://www.moviemaker.com/cinematography/article/kodak_ups_the_ante_with_new_motion_picture_film/›. New York Times. “Super 8 Blues.” 31 May 2005: E1. Perkins, Giles. “A Pro's Approach to Super 8.” OnSuper8 Blogspot 16 July 2007. 13 Apr. 2009 ‹http://onsuper8.blogspot.com/2007/07/pros-approach-to-super-8.html›. Polisin, Douglas. “Pro8mm Asks You to Think Big, Shoot Small.” MovieMaker Magazine 4 Feb. 2009. 1 May 2009 ‹http://www.moviemaker.com/cinematography/article/think_big_shoot_small_rhonda_vigeant_pro8mm_20090127/›. Pro8mm. “Pro8mm Company History.” Super 8 /16mm Cameras, Film, Processing & Scanning (Pro8mm blog) 12 Mar. 2008. 3 May 2009 ‹http://pro8mm-burbank.blogspot.com/2008/03/pro8mm-company-history.html›. Radio 4. No More Yellow Envelopes 24 Dec. 2006. 4 May 2009 ‹http://www.bbc.co.uk/radio4/factual/pip/m6yx0/›. Reekie, Duncan. Subversion: The Definitive History of the Underground Cinema. London: Wallflower Press, 2007. Sneakernet, Christopher Hutsul. “Kodachrome: Not Digital, But Still Delightful.” Toronto Star 26 Sep. 2005. Swanson, Dwight. “Inventing Amateur Film: Marion Norris Gleason, Eastman Kodak and the Rochester Scene, 1921-1932.” Film History 15.2 (2003): 126-36 Zimmermann, Patricia R. “Professional Results with Amateur Ease: The Formation of Amateur Filmmaking Aesthetics 1923-1940.” Film History 2.3 (1988): 267-81. ———. Reel Families: A Social History of Amateur Film. Bloomington: Indiana UP, 1995.

Abstract:

The term “coffee palace” was primarily used in Australia to describe the temperance hotels that were built in the last decades of the 19th century, although there are references to the term also being used to a lesser extent in the United Kingdom (Denby 174). Built in response to the worldwide temperance movement, which reached its pinnacle in the 1880s in Australia, coffee palaces were hotels that did not serve alcohol. This was a unique time in Australia’s architectural development as the economic boom fuelled by the gold rush in the 1850s, and the demand for ostentatious display that gathered momentum during the following years, afforded the use of richly ornamental High Victorian architecture and resulted in very majestic structures; hence the term “palace” (Freeland 121). The often multi-storied coffee palaces were found in every capital city as well as regional areas such as Geelong and Broken Hill, and locales as remote as Maria Island on the east coast of Tasmania. Presented as upholding family values and discouraging drunkenness, the coffee palaces were most popular in seaside resorts such as Barwon Heads in Victoria, where they catered to families. Coffee palaces were also constructed on a grand scale to provide accommodation for international and interstate visitors attending the international exhibitions held in Sydney (1879) and Melbourne (1880 and 1888). While the temperance movement lasted well over 100 years, the life of coffee palaces was relatively short-lived. Nevertheless, coffee palaces were very much part of Australia’s cultural landscape. In this article, I examine the rise and demise of coffee palaces associated with the temperance movement and argue that coffee palaces established in the name of abstinence were modelled on the coffee houses that spread throughout Europe and North America in the 17th and 18th centuries during the Enlightenment—a time when the human mind could be said to have been liberated from inebriation and the dogmatic state of ignorance. The Temperance Movement At a time when newspapers are full of lurid stories about binge-drinking and the alleged ill-effects of the liberalisation of licensing laws, as well as concerns over the growing trend of marketing easy-to-drink products (such as the so-called “alcopops”) to teenagers, it is difficult to think of a period when the total suppression of the alcohol trade was seriously debated in Australia. The cause of temperance has almost completely vanished from view, yet for well over a century—from 1830 to the outbreak of the Second World War—the control or even total abolition of the liquor trade was a major political issue—one that split the country, brought thousands onto the streets in demonstrations, and influenced the outcome of elections. Between 1911 and 1925 referenda to either limit or prohibit the sale of alcohol were held in most States. While moves to bring about abolition failed, Fitzgerald notes that almost one in three Australian voters expressed their support for prohibition of alcohol in their State (145). Today, the temperance movement’s platform has largely been forgotten, killed off by the practical example of the United States, where prohibition of the legal sale of alcohol served only to hand control of the liquor traffic to organised crime. Coffee Houses and the Enlightenment Although tea has long been considered the beverage of sobriety, it was coffee that came to be regarded as the very antithesis of alcohol. When the first coffee house opened in London in the early 1650s, customers were bewildered by this strange new drink from the Middle East—hot, bitter, and black as soot. But those who tried coffee were, reports Ellis, soon won over, and coffee houses were opened across London, Oxford, and Cambridge and, in the following decades, Europe and North America. Tea, equally exotic, entered the English market slightly later than coffee (in 1664), but was more expensive and remained a rarity long after coffee had become ubiquitous in London (Ellis 123-24). The impact of the introduction of coffee into Europe during the seventeenth century was particularly noticeable since the most common beverages of the time, even at breakfast, were weak “small beer” and wine. Both were safer to drink than water, which was liable to be contaminated. Coffee, like beer, was made using boiled water and, therefore, provided a new and safe alternative to alcoholic drinks. There was also the added benefit that those who drank coffee instead of alcohol began the day alert rather than mildly inebriated (Standage 135). It was also thought that coffee had a stimulating effect upon the “nervous system,” so much so that the French called coffee une boisson intellectuelle (an intellectual beverage), because of its stimulating effect on the brain (Muskett 71). In Oxford, the British called their coffee houses “penny universities,” a penny then being the price of a cup of coffee (Standage 158). Coffee houses were, moreover, more than places that sold coffee. Unlike other institutions of the period, rank and birth had no place (Ellis 59). The coffee house became the centre of urban life, creating a distinctive social culture by treating all customers as equals. Egalitarianism, however, did not extend to women—at least not in London. Around its egalitarian (but male) tables, merchants discussed and conducted business, writers and poets held discussions, scientists demonstrated experiments, and philosophers deliberated ideas and reforms. For the price of a cup (or “dish” as it was then known) of coffee, a man could read the latest pamphlets and newsletters, chat with other patrons, strike business deals, keep up with the latest political gossip, find out what other people thought of a new book, or take part in literary or philosophical discussions. Like today’s Internet, Twitter, and Facebook, Europe’s coffee houses functioned as an information network where ideas circulated and spread from coffee house to coffee house. In this way, drinking coffee in the coffee house became a metaphor for people getting together to share ideas in a sober environment, a concept that remains today. According to Standage, this information network fuelled the Enlightenment (133), prompting an explosion of creativity. Coffee houses provided an entirely new environment for political, financial, scientific, and literary change, as people gathered, discussed, and debated issues within their walls. Entrepreneurs and scientists teamed up to form companies to exploit new inventions and discoveries in manufacturing and mining, paving the way for the Industrial Revolution (Standage 163). The stock market and insurance companies also had their birth in the coffee house. As a result, coffee was seen to be the epitome of modernity and progress and, as such, was the ideal beverage for the Age of Reason. By the 19th century, however, the era of coffee houses had passed. Most of them had evolved into exclusive men’s clubs, each geared towards a certain segment of society. Tea was now more affordable and fashionable, and teahouses, which drew clientele from both sexes, began to grow in popularity. Tea, however, had always been Australia’s most popular non-alcoholic drink. Tea (and coffee) along with other alien plants had been part of the cargo unloaded onto Australian shores with the First Fleet in 1788. Coffee, mainly from Brazil and Jamaica, remained a constant import but was taxed more heavily than tea and was, therefore, more expensive. Furthermore, tea was much easier to make than coffee. To brew tea, all that is needed is to add boiling water, coffee, in contrast, required roasting, grinding and brewing. According to Symons, until the 1930s, Australians were the largest consumers of tea in the world (19). In spite of this, and as coffee, since its introduction into Europe, was regarded as the antidote to alcohol, the temperance movement established coffee palaces. In the early 1870s in Britain, the temperance movement had revived the coffee house to provide an alternative to the gin taverns that were so attractive to the working classes of the Industrial Age (Clarke 5). Unlike the earlier coffee house, this revived incarnation provided accommodation and was open to men, women and children. “Cheap and wholesome food,” was available as well as reading rooms supplied with newspapers and periodicals, and games and smoking rooms (Clarke 20). In Australia, coffee palaces did not seek the working classes, as clientele: at least in the cities they were largely for the nouveau riche. Coffee Palaces The discovery of gold in 1851 changed the direction of the Australian economy. An investment boom followed, with an influx of foreign funds and English banks lending freely to colonial speculators. By the 1880s, the manufacturing and construction sectors of the economy boomed and land prices were highly inflated. Governments shared in the wealth and ploughed money into urban infrastructure, particularly railways. Spurred on by these positive economic conditions and the newly extended inter-colonial rail network, international exhibitions were held in both Sydney and Melbourne. To celebrate modern technology and design in an industrial age, international exhibitions were phenomena that had spread throughout Europe and much of the world from the mid-19th century. According to Davison, exhibitions were “integral to the culture of nineteenth century industrialising societies” (158). In particular, these exhibitions provided the colonies with an opportunity to demonstrate to the world their economic power and achievements in the sciences, the arts and education, as well as to promote their commerce and industry. Massive purpose-built buildings were constructed to house the exhibition halls. In Sydney, the Garden Palace was erected in the Botanic Gardens for the 1879 Exhibition (it burnt down in 1882). In Melbourne, the Royal Exhibition Building, now a World Heritage site, was built in the Carlton Gardens for the 1880 Exhibition and extended for the 1888 Centennial Exhibition. Accommodation was required for the some one million interstate and international visitors who were to pass through the gates of the Garden Palace in Sydney. To meet this need, the temperance movement, keen to provide alternative accommodation to licensed hotels, backed the establishment of Sydney’s coffee palaces. The Sydney Coffee Palace Hotel Company was formed in 1878 to operate and manage a number of coffee palaces constructed during the 1870s. These were designed to compete with hotels by “offering all the ordinary advantages of those establishments without the allurements of the drink” (Murdoch). Coffee palaces were much more than ordinary hotels—they were often multi-purpose or mixed-use buildings that included a large number of rooms for accommodation as well as ballrooms and other leisure facilities to attract people away from pubs. As the Australian Town and Country Journal reveals, their services included the supply of affordable, wholesome food, either in the form of regular meals or occasional refreshments, cooked in kitchens fitted with the latest in culinary accoutrements. These “culinary temples” also provided smoking rooms, chess and billiard rooms, and rooms where people could read books, periodicals and all the local and national papers for free (121). Similar to the coffee houses of the Enlightenment, the coffee palaces brought businessmen, artists, writers, engineers, and scientists attending the exhibitions together to eat and drink (non-alcoholic), socialise and conduct business. The Johnson’s Temperance Coffee Palace located in York Street in Sydney produced a practical guide for potential investors and businessmen titled International Exhibition Visitors Pocket Guide to Sydney. It included information on the location of government departments, educational institutions, hospitals, charitable organisations, and embassies, as well as a list of the tariffs on goods from food to opium (1–17). Women, particularly the Woman’s Christian Temperance Union (WCTU) were a formidable force in the temperance movement (intemperance was generally regarded as a male problem and, more specifically, a husband problem). Murdoch argues, however, that much of the success of the push to establish coffee palaces was due to male politicians with business interests, such as the one-time Victorian premiere James Munro. Considered a stern, moral church-going leader, Munro expanded the temperance movement into a fanatical force with extraordinary power, which is perhaps why the temperance movement had its greatest following in Victoria (Murdoch). Several prestigious hotels were constructed to provide accommodation for visitors to the international exhibitions in Melbourne. Munro was responsible for building many of the city’s coffee palaces, including the Victoria (1880) and the Federal Coffee Palace (1888) in Collins Street. After establishing the Grand Coffee Palace Company, Munro took over the Grand Hotel (now the Windsor) in 1886. Munro expanded the hotel to accommodate some of the two million visitors who were to attend the Centenary Exhibition, renamed it the Grand Coffee Palace, and ceremoniously burnt its liquor licence at the official opening (Murdoch). By 1888 there were more than 50 coffee palaces in the city of Melbourne alone and Munro held thousands of shares in coffee palaces, including those in Geelong and Broken Hill. With its opening planned to commemorate the centenary of the founding of Australia and the 1888 International Exhibition, the construction of the Federal Coffee Palace, one of the largest hotels in Australia, was perhaps the greatest monument to the temperance movement. Designed in the French Renaissance style, the façade was embellished with statues, griffins and Venus in a chariot drawn by four seahorses. The building was crowned with an iron-framed domed tower. New passenger elevators—first demonstrated at the Sydney Exhibition—allowed the building to soar to seven storeys. According to the Federal Coffee Palace Visitor’s Guide, which was presented to every visitor, there were three lifts for passengers and others for luggage. Bedrooms were located on the top five floors, while the stately ground and first floors contained majestic dining, lounge, sitting, smoking, writing, and billiard rooms. There were electric service bells, gaslights, and kitchens “fitted with the most approved inventions for aiding proficients [sic] in the culinary arts,” while the luxury brand Pears soap was used in the lavatories and bathrooms (16–17). In 1891, a spectacular financial crash brought the economic boom to an abrupt end. The British economy was in crisis and to meet the predicament, English banks withdrew their funds in Australia. There was a wholesale collapse of building companies, mortgage banks and other financial institutions during 1891 and 1892 and much of the banking system was halted during 1893 (Attard). Meanwhile, however, while the eastern States were in the economic doldrums, gold was discovered in 1892 at Coolgardie and Kalgoorlie in Western Australia and, within two years, the west of the continent was transformed. As gold poured back to the capital city of Perth, the long dormant settlement hurriedly caught up and began to emulate the rest of Australia, including the construction of ornately detailed coffee palaces (Freeman 130). By 1904, Perth had 20 coffee palaces. When the No. 2 Coffee Palace opened in Pitt Street, Sydney, in 1880, the Australian Town and Country Journal reported that coffee palaces were “not only fashionable, but appear to have acquired a permanent footing in Sydney” (121). The coffee palace era, however, was relatively short-lived. Driven more by reformist and economic zeal than by good business sense, many were in financial trouble when the 1890’s Depression hit. Leading figures in the temperance movement were also involved in land speculation and building societies and when these schemes collapsed, many, including Munro, were financially ruined. Many of the palaces closed or were forced to apply for liquor licences in order to stay afloat. Others developed another life after the temperance movement’s influence waned and the coffee palace fad faded, and many were later demolished to make way for more modern buildings. The Federal was licensed in 1923 and traded as the Federal Hotel until its demolition in 1973. The Victoria, however, did not succumb to a liquor licence until 1967. The Sydney Coffee Palace in Woolloomooloo became the Sydney Eye Hospital and, more recently, smart apartments. Some fine examples still survive as reminders of Australia’s social and cultural heritage. The Windsor in Melbourne’s Spring Street and the Broken Hill Hotel, a massive three-story iconic pub in the outback now called simply “The Palace,” are some examples. Tea remained the beverage of choice in Australia until the 1950s when the lifting of government controls on the importation of coffee and the influence of American foodways coincided with the arrival of espresso-loving immigrants. As Australians were introduced to the espresso machine, the short black, the cappuccino, and the café latte and (reminiscent of the Enlightenment), the post-war malaise was shed in favour of the energy and vigour of modernist thought and creativity, fuelled in at least a small part by caffeine and the emergent café culture (Teffer). Although the temperance movement’s attempt to provide an alternative to the ubiquitous pubs failed, coffee has now outstripped the consumption of tea and today’s café culture ensures that wherever coffee is consumed, there is the possibility of a continuation of the Enlightenment’s lively discussions, exchange of news, and dissemination of ideas and information in a sober environment. References Attard, Bernard. “The Economic History of Australia from 1788: An Introduction.” EH.net Encyclopedia. 5 Feb. (2012) ‹http://eh.net/encyclopedia/article/attard.australia›. Blainey, Anna. “The Prohibition and Total Abstinence Movement in Australia 1880–1910.” Food, Power and Community: Essays in the History of Food and Drink. Ed. Robert Dare. Adelaide: Wakefield Press, 1999. 142–52. Boyce, Francis Bertie. “Shall I Vote for No License?” An address delivered at the Convention of the Parramatta Branch of New South Wales Alliance, 3 September 1906. 3rd ed. Parramatta: New South Wales Alliance, 1907. Clarke, James Freeman. Coffee Houses and Coffee Palaces in England. Boston: George H. Ellis, 1882. “Coffee Palace, No. 2.” Australian Town and Country Journal. 17 Jul. 1880: 121. Davison, Graeme. “Festivals of Nationhood: The International Exhibitions.” Australian Cultural History. Eds. S. L. Goldberg and F. B. Smith. Cambridge: Cambridge UP, 1989. 158–77. Denby, Elaine. Grand Hotels: Reality and Illusion. London: Reaktion Books, 2002. Ellis, Markman. The Coffee House: A Cultural History. London: Weidenfeld & Nicolson, 2004. Federal Coffee Palace. The Federal Coffee Palace Visitors’ Guide to Melbourne, Its Suburbs, and Other Parts of the Colony of Victoria: Views of the Principal Public and Commercial Buildings in Melbourne, With a Bird’s Eye View of the City; and History of the Melbourne International Exhibition of 1880, etc. Melbourne: Federal Coffee House Company, 1888. Fitzgerald, Ross, and Trevor Jordan. Under the Influence: A History of Alcohol in Australia. Sydney: Harper Collins, 2009. Freeland, John. The Australian Pub. Melbourne: Sun Books, 1977. Johnson’s Temperance Coffee Palace. International Exhibition Visitors Pocket Guide to Sydney, Restaurant and Temperance Hotel. Sydney: Johnson’s Temperance Coffee Palace, 1879. Mitchell, Ann M. “Munro, James (1832–1908).” Australian Dictionary of Biography. Canberra: National Centre of Biography, Australian National U, 2006-12. 5 Feb. 2012 ‹http://adb.anu.edu.au/biography/munro-james-4271/text6905›. Murdoch, Sally. “Coffee Palaces.” Encyclopaedia of Melbourne. Eds. Andrew Brown-May and Shurlee Swain. 5 Feb. 2012 ‹http://www.emelbourne.net.au/biogs/EM00371b.htm›. Muskett, Philip E. The Art of Living in Australia. New South Wales: Kangaroo Press, 1987. Standage, Tom. A History of the World in 6 Glasses. New York: Walker & Company, 2005. Sydney Coffee Palace Hotel Company Limited. Memorandum of Association of the Sydney Coffee Palace Hotel Company, Ltd. Sydney: Samuel Edward Lees, 1879. Symons, Michael. One Continuous Picnic: A Gastronomic History of Australia. Melbourne: Melbourne UP, 2007. Teffer, Nicola. Coffee Customs. Exhibition Catalogue. Sydney: Customs House, 2005.

Abstract:

In the 2019 documentary Chasing Happiness, recording artist/musician Joe Jonas tells audiences that the band was “living the dream”. Similarly, in the 2012 documentary Artifact, lead singer Jared Leto remarks that at the height of Thirty Seconds to Mars’s success, they “were living the dream”. However, for both the Jonas Brothers and Thirty Seconds to Mars, their experiences of the music industry (much like other commercially successful recording artists) soon transformed into nightmares. Similar to other commercially successful recording artists, the Jonas Brothers and Thirty Seconds to Mars, came up against the constraints of the industry which inevitably led to a forfeiting of authenticity, a loss of creative control, increased exploitation, and unequal remuneration. This work will consider how working in the music industry is not always a dream come true and can instead be viewed as a proverbial nightmare. Living the DreamIn his book Dreams, Carl Gustav Jung discusses how that which is experienced in sleep, speaks of a person’s wishes: that which might be desired in reality but may not actually happen. In his earlier work, The Interpretation of Dreams, Freud argued that the dream is representative of fulfilling a repressed wish. However, the creative industries suggest that a dream need not be a repressed wish; it can become a reality. Jon Bon Jovi believes that his success in the music industry has surpassed his wildest dreams (Atkinson). Jennifer Lopez considers the fact that she held big dreams, had a focussed passion, and strong aspirations the reason why she pursued a creative career that took her out of the Bronx (Thomas). In a Twitter post from 23 April 2018, Bruno Mars declared that he “use [sic] to dream of this sh*t,” in referring to a picture of him performing for a sold out arena, while in 2019 Shawn Mendes informed his 24.4 million Twitter followers that his “life is a dream”. These are but a few examples of successful music industry artists who are seeing their ‘wishes’ come true and living the American Dream.Endemic to the American culture (and a characteristic of the identity of the country) is the “American Dream”. It centres on “a land in which life should be better and richer and fuller for every man, with opportunity for each according to his ability and achievement” (Adams, 404). Although initially used to describe having a nice house, money, stability and a reasonable standard of living, the American Dream has since evolved to what the scholar Florida believes is the new ‘aspiration of people’: doing work that is enjoyable and relies on human creativity. At its core, the original American Dream required striving to meet individual goals, and was promoted as possible for anyone regardless of their cultural, socio-economic and political background (Samuel), because it encourages the celebrating of the self and personal uniqueness (Gamson). Florida’s conceptualisation of the New American dream, however, tends to emphasise obtaining success, fame and fortune in what Neff, Wissinger, and Zukin (310) consider “hot”, “creative” industries where “the jobs are cool”.Whether old or new, the American Dream has perpetuated and reinforced celebrity culture, with many of the young generation reporting that fame and fortune were their priorities, as they sought to emulate the success of their famous role models (Florida). The rag to riches stories of iconic recording artists can inevitably glorify and make appealing the struggle that permits achieving one’s dream, with celebrities offering young, aspiring creative people a means of identification for helping them to aspire to meet their dreams (Florida; Samuel). For example, a young Demi Lovato spoke of how she idolised and looked up to singer Beyonce Knowles, describing Knowles as a role model because of the way she carries herself (Tishgart). Similarly, American Idol winner Kelly Clarkson cited Aretha Franklin as her musical inspiration and the reason that she sings from a place deep within (Nilles). It is unsurprising then, that popular media has tended to portray artists working in the creative industries and being paid to follow their passions as “a much-vaunted career dream” (Duffy and Wissinger, 4656). Movies such as A Star Is Born (2018), The Coal Miner’s Daughter (1980), Dreamgirls (2006), Begin Again (2013) and La La Land (2016) exalt the perception that creativity, talent, sacrifice and determination will mean dreams come true (Nicolaou). In concert with the American dream is the drive among creative people pursuing creative success to achieve their dreams because of the perceived autonomy they will gain, the chance of self-actualisation and social rewards, and the opportunity to fulfil intrinsic motivations (Amabile; Auger and Woodman; Cohen). For these workers, the love of creation and the happiness that accompanies new discoveries (Csikszentmihalyi) can offset the tight budgets and timelines, precarious labour (Blair, Grey, and Randle; Hesmondhalgh and Baker), uncertain demand (Caves; Shultz), sacrifice of personal relationships (Eikhof and Haunschild), the demand for high quality products (Gil & Spiller), and the tense relationships with administrators (Bilton) which are known to plague these industries. In some cases, young, up and coming creative people overlook these pitfalls, instead romanticising creative careers as ideal and worthwhile. They willingly take on roles and cede control to big corporations to “realize their passions [and] uncover their personal talent” (Bill, 50). Of course, as Ursell argues in discussing television employees, such idealisation can mean creatives, especially those who are young and unfamiliar with the constraints of the industry, end up immersed in and victims of the “vampiric” industry that exploits workers (816). They are socialised towards believing, in this case, that the record label is a necessary component to obtain fame and fortune and whether willing or unwilling, creative workers become complicit in their own exploitation (Cohen). Loss of Control and No CompensationThe music industry itself has been considered by some to typify the cultural industries (Chambers). Popular music has potency in that it is perceived as speaking a universal language (Burnett), engaging the emotions and thoughts of listeners, and assisting in their identity construction (Burnett; Gardikiotis and Baltzis). Given the place of music within society, it is not surprising that in 2018, the global music industry was worth US$19.1billion (IFPI). The music industry is necessarily underpinned by a commercial agenda. At present, six major recording companies exist and between them, they own between 70-80 per cent of the recordings produced globally (Konsor). They also act as gatekeepers, setting trends by defining what and who is worth following and listening to (Csikszentmihalyi; Jones, Anand, and Alvarez). In essence, to be successful in the music industry is to be affiliated with a record label. This is because the highly competitive nature and cluttered environment makes it harder to gain traction in the market without worthwhile representation (Moiso and Rockman). In the 2012 documentary about Thirty Seconds to Mars, Artifact, front man Jared Leto even questions whether it is possible to have “success without a label”. The recording company, he determines, “deal with the crappy jobs”. In a financially uncertain industry that makes money from subjective or experience-based goods (Caves), having a label affords an artist access to “economic capital for production and promotion” that enables “wider recognition” of creative work (Scott, 239). With the support of a record label, creative entrepreneurs are given the chance to be promoted and distributed in the creative marketplace (Scott; Shultz). To have a record label, then, is to be perceived as legitimate and credible (Shultz).However, the commercial music industry is just that, commercial. Accordingly, the desire to make money can see the intrinsic desires of musicians forfeited in favour of standardised products and a lack of remuneration for artists (Negus). To see this standardisation in practice, one need not look further than those contestants appearing on shows such as American Idol or The Voice. Nowhere is the standardisation of the music industry more evident than in Holmes’s 2004 article on Pop Idol. Pop Idol first aired in Britain from 2001-2003 and paved the way for a slew of similar shows around the world such as Australia’s Popstars Live in 2004 and the global Idol phenomena. According to Holmes, audiences are divested of the illusion of talent and stardom when they witness the obvious manufacturing of musical talent. The contestants receive training, are dressed according to a prescribed image, and the show emphasises those melodramatic moments that are commercially enticing to audiences. Her sentiments suggest these shows emphasise the artifice of the music industry by undermining artistic authenticity in favour of generating celebrities. The standardisation is typified in the post Idol careers of Kelly Clarkson and Adam Lambert. Kelly Clarkson parted with the recording company RCA when her manager and producer Clive Davis told her that her album My December (2007) was “not commercial enough” and that Clarkson, who had written most of the songs, was a “sh*tty writer… who should just shut up and sing” (Nied). Adam Lambert left RCA because they wanted him to make a full length 80s album comprised of covers. Lambert commented that, “while there are lots of great songs from that decade, my heart is simply not in doing a covers album” (Lee). In these instances, winning the show and signing contracts led to both Clarkson and Lambert forfeiting a degree of creative control over their work in favour of formulaic songs that ultimately left both artists unsatisfied. The standardisation and lack of remuneration is notable when signing recording artists to 360° contracts. These 360° contracts have become commonplace in the music industry (Gulchardaz, Bach, and Penin) and see both the material and immaterial labour (such as personal identities) of recording artists become controlled by record labels (Stahl and Meier). These labels determine the aesthetics of the musicians as well as where and how frequently they tour. Furthermore, the labels become owners of any intellectual property generated by an artist during the tenure of the contract (Sanders; Stahl and Meier). For example, in their documentary Show Em What You’re Made Of (2015), the Backstreet Boys lament their affiliation with manager Lou Pearlman. Not only did Pearlman manufacture the group in a way that prevented creative exploration by the members (Sanders), but he withheld profits to the point that the Backstreet Boys had to sue Pearlman in order to gain access to money they deserved. In 2002 the members of the Backstreet Boys had stated that “it wasn’t our destinies that we had to worry about in the past, it was our souls” (Sanders, 541). They were not writing their own music, which came across in the documentary Show Em What You’re Made Of when singer Howie Dorough demanded that if they were to collaborate as a group again in 2013, that everything was to be produced, managed and created by the five group members. Such a demand speaks to creative individuals being tied to their work both personally and emotionally (Bain). The angst encountered by music artists also signals the identity dissonance and conflict felt when they are betraying their true or authentic creative selves (Ashforth and Mael; Ashforth and Humphrey). Performing and abiding by the rules and regulations of others led to frustration because the members felt they were “being passed off as something we aren’t” (Sanders 539). The Backstreet Boys were not the only musicians who were intensely controlled and not adequately compensated by Pearlman. In the documentary The Boy Band Con: The Lou Pearlman Story 2019, Lance Bass of N*Sync and recording artist Aaron Carter admitted that the experience of working with Pearlman became a nightmare when they too, were receiving cheques that were so small that Bass describes them as making his heart sink. For these groups, the dream of making music was undone by contracts that stifled creativity and paid a pittance.In a similar vein, Thirty Seconds to Mars sought to cut ties with their record label when they felt that they were not being adequately compensated for their work. In retaliation EMI issued Mars with a US$30 million lawsuit for breach of contract. The tense renegotiations that followed took a toll on the creative drive of the group. At one point in the documentary Artifact (2012), Leto claims “I can’t sing it right now… You couldn’t pay me all the money in the world to sing this song the way it needs to be sung right now. I’m not ready”. The contract subordination (Phillips; Stahl and Meier) that had led to the need to renegotiate financial terms came at not only a financial cost to the band, but also a physical and emotional one. The negativity impacted the development of the songs for the new album. To make music requires evoking necessary and appropriate emotions in the recording studio (Wood, Duffy, and Smith), so Leto being unable to deliver the song proved problematic. Essentially, the stress of the lawsuit and negotiations damaged the motivation of the band (Amabile; Elsbach and Hargadon; Hallowell) and interfered with their creative approach, which could have produced standardised and poor quality work (Farr and Ford). The dream of making music was almost lost because of the EMI lawsuit. Young creatives often lack bargaining power when entering into contracts with corporations, which can prove disadvantaging when it comes to retaining control over their lives (Phillips; Stahl and Meier). Singer Demi Lovato’s big break came in the 2008 Disney film Camp Rock. As her then manager Phil McIntyre states in the documentary Simply Complicated (2017), Camp Rock was “perceived as the vehicle to becoming a superstar … overnight she became a household name”. However, as “authentic and believable” as Lovato’s edginess appeared, the speed with which her success came took a toll on Lovato. The pressure she experienced having to tour, write songs that were approved by others, star in Disney channel shows and movies, and look a certain way, became too much and to compensate, Lovato engaged in regular drug use to feel free. Accordingly, she developed a hybrid identity to ensure that the squeaky clean image required by the moral clauses of her contract, was not tarnished by her out-of-control lifestyle. The nightmare came from becoming famous at a young age and not being able to handle the expectations that accompanied it, coupled with a stringent contract that exploited her creative talent. Lovato’s is not a unique story. Research has found that musicians are more inclined than those in other workforces to use psychotherapy and psychotropic drugs (Vaag, Bjørngaard, and Bjerkeset) and that fame and money can provide musicians more opportunities to take risks, including drug-use that leads to mortality (Bellis, Hughes, Sharples, Hennell, and Hardcastle). For Lovato, living the dream at a young age ultimately became overwhelming with drugs her only means of escape. AuthenticityThe challenges then for music artists is that the dream of pursuing music can come at the cost of a musician’s authentic self. According to Hughes, “to be authentic is to be in some sense real and true to something ... It is not simply an imitation, but it is sincere, real, true, and original expression of its creator, and is believable or credible representations or example of what it appears to be” (190). For Nick Jonas of the Jonas Brothers, being in the spotlight and abiding by the demands of Disney was “non-stop” and prevented his personal and musical growth (Chasing Happiness). As Kevin Jonas put it, Nick “wanted the Jonas Brothers to be no more”. The extensive promotion that accompanies success and fame, which is designed to drive celebrity culture and financial motivations (Currid-Halkett and Scott; King), can lead to cynical performances and dissatisfaction (Hughes) if the identity work of the creative creates a disjoin between their perceived self and aspirational self (Beech, Gilmore, Cochrane, and Greig). Promoting the band (and having to film a television show and movies he was not invested in all because of contractual obligations) impacted on Nick’s authentic self to the point that the Jonas Brothers made him feel deeply upset and anxious. For Nick, being stifled creatively led to feeling inauthentic, thereby resulting in the demise of the band as his only recourse.In her documentary Gaga: Five Foot Two (2017), Lady Gaga discusses the extent she had to go to maintain a sense of authenticity in response to producer control. As she puts it, “when producers wanted me to be sexy, I always put some absurd spin on it, that made me feel like I was still in control”. Her words reaffirm the perception amongst scholars (Currid-Halkett and Scott; King; Meyers) that in playing the information game, industry leaders will construct an artist’s persona in ways that are most beneficial for, in this case, the record label. That will mean, for example, establishing a coherent life story for musicians that endears them to audiences and engaging recording artists in co-branding opportunities to raise their profile and to legitimise them in the marketplace. Such behaviour can potentially influence the preferences and purchases of audiences and fans, can create favourability, originality and clarity around artists (Loroz and Braig), and can establish competitive advantage that leads to producers being able to charge higher prices for the artists’ work (Hernando and Campo). But what impact does that have on the musician? Lady Gaga could not continue living someone else’s dream. She found herself needing to make changes in order to avoid quitting music altogether. As Gaga told a class of university students at the Emotion Revolution Summit hosted by Yale University:I don’t like being used to make people money. It feels sad when I am overworked and that I have just become a money-making machine and that my passion and creativity take a backseat. That makes me unhappy.According to Eikof and Haunschild, economic necessity can threaten creative motivation. Gaga’s reaction to the commercial demands of the music industry signal an identity conflict because her desire to create, clashed with the need to be commercial, with the outcome imposing “inconsistent demands upon” her (Ashforth and Mael, 29). Therefore, to reduce what could be considered feelings of dissonance and inconsistency (Ashforth and Mael; Ashforth and Humphrey) Gaga started saying “no” to prevent further loss of her identity and sense of authentic self. Taking back control could be seen as a means of reorienting her dream and overcoming what had become dissatisfaction with the commercial processes of the music industry. ConclusionsFor many creatives working in the creative industries – and specifically the music industry – is constructed as a dream come true; the working conditions and expectations experienced by recording artists are far from liberating and instead can become nightmares to which they want to escape. The case studies above, although likely ‘constructed’ retellings of the unfortunate circ*mstances encountered working in the music industry, nevertheless offer an inside account that contradicts the prevailing ideology that pursuing creative passions leads to a dream career (Florida; Samuel). If anything, the case studies explored above involving 30 Seconds to Mars, the Jonas Brothers, Lady Gaga, Kelly Clarkson, Adam Lambert and the Backstreet Boys, acknowledge what many scholars writing in the creative industries have already identified; that exploitation, subordination, identity conflict and loss of control are the unspoken or lesser known consequences of pursuing the creative dream. That said, the conundrum for creatives is that for success in the industry big “creative” businesses, such as recording labels, are still considered necessary in order to break into the market and to have prolonged success. This is simply because their resources far exceed those at the disposal of independent and up-and-coming creative entrepreneurs. Therefore, it can be argued that this friction of need between creative industry business versus artists will be on-going leading to more of these ‘dream to nightmare’ stories. The struggle will continue manifesting in the relationship between business and artist for long as the recording artists fight for greater equality, independence of creativity and respect for their work, image and identities. 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Lo Living a Dream.” Chicago Tribune 12 Dec. 2002. 15 Sep. 2019 <https://www.chicagotribune.com/news/ct-xpm-2002-12-12-0212120189-story.html>.Tishgart, Sierra. “Demi Lovato on Launching Secret’s Anti-Bullying Campaign.” TeenVogue 17 Oct. 2012. 19 Sep. 2019 <https://www.teenvogue.com/story/demi-lovato-secret-anti-bullying>.Ursell, Gillian. “Television Production: Issues of Exploitation, Commodification and Subjectivity in UK Television Labour Markets.” Media, Culture & Society 22.6 (2000): 805-825.Vaag, Jonas, Johan Håkon Bjørngaard, and Ottar Bjerkeset. “Use of Psychotherapy and Psychotropic Medication among Norwegian Musicians Compared to the General Workforce.” Psychology of Music 44.6 (2016): 1439-1453. Wood, Nichola, Michelle Duffy, and Susan J. Smith. “The Art of Doing (Geographies of) Music.” Environment and Planning D: Society and Space 25.5 (2007): 867-889.Yale University. “Lady Gaga Emotion Revolution Summit 2015.” YouTube, 12 Nov. 2015. <https://www.youtube.com/watch?v=so2nDTZQmCo>.

Abstract:

1. Guy Debord in the Land of the Long WeekendIt’s the weekend – leisure time. It’s the interlude when, Guy Debord contends, the proletarian is briefly free of the “total contempt so clearly built into every aspect of the organization and management of production” in commodity capitalism; when workers are temporarily “treated like grown-ups, with a great show of solicitude and politeness, in their new role as consumers.” But this patronising show turns out to be another form of subjection to the diktats of “political economy”: “the totality of human existence falls under the regime of the ‘perfected denial of man’.” (30). As Debord suggests, even the creation of leisure time and space is predicated upon a form of contempt: the “perfected denial” of who we, as living people, really are in the eyes of those who presume the power to legislate our working practices and private identities.This Saturday The Weekend Australian runs an opinion piece by Christopher Pearson, defending ABC Radio National’s Stephen Crittenden, whose program The Religion Report has been axed. “Some of Crittenden’s finest half-hours have been devoted to Islam in Australia in the wake of September 11,” Pearson writes. “Again and again he’s confronted a left-of-centre audience that expected multi-cultural pieties with disturbing assertions.” Along the way in this admirable Crusade, Pearson notes that Crittenden has exposed “the Left’s recent tendency to ally itself with Islam.” According to Pearson, Crittenden has also thankfully given oxygen to claims by James Cook University’s Mervyn Bendle, the “fairly conservative academic whose work sometimes appears in [these] pages,” that “the discipline of critical terrorism studies has been captured by neo-Marxists of a postmodern bent” (30). Both of these points are well beyond misunderstanding or untested proposition. If Pearson means them sincerely he should be embarrassed and sacked. But of course he does not and will not be. These are deliberate lies, the confabulations of an eminent right-wing culture warrior whose job is to vilify minorities and intellectuals (Bendle escapes censure as an academic because he occasionally scribbles for the Murdoch press). It should be observed, too, how the patent absurdity of Pearson’s remarks reveals the extent to which he holds the intelligence of his readers in contempt. And he is not original in peddling these toxic wares.In their insightful—often hilarious—study of Australian opinion writers, The War on Democracy, Niall Lucy and Steve Mickler identify the left-academic-Islam nexus as the brain-child of former Treasurer-cum-memoirist Peter Costello. The germinal moment was “a speech to the Australian American Leadership Dialogue forum at the Art Gallery of NSW in 2005” concerning anti-Americanism in Australian schools. Lucy and Mickler argue that “it was only a matter of time” before a conservative politician or journalist took the plunge to link the left and terrorism, and Costello plunged brilliantly. He drew a mental map of the Great Chain of Being: left-wing academics taught teacher trainees to be anti-American; teacher trainees became teachers and taught kids to be anti-American; anti-Americanism morphs into anti-Westernism; anti-Westernism veers into terrorism (38). This is contempt for the reasoning capacity of the Australian people and, further still, contempt for any observable reality. Not for nothing was Costello generally perceived by the public as a politician whose very physiognomy radiated smugness and contempt.Recycling Costello, Christopher Pearson’s article subtly interpellates the reader as an ordinary, common-sense individual who instinctively feels what’s right and has no need to think too much—thinking too much is the prerogative of “neo-Marxists” and postmodernists. Ultimately, Pearson’s article is about channelling outrage: directing the down-to-earth passions of the Australian people against stock-in-trade culture-war hate figures. And in Pearson’s paranoid world, words like “neo-Marxist” and “postmodern” are devoid of historical or intellectual meaning. They are, as Lucy and Mickler’s War on Democracy repeatedly demonstrate, mere ciphers packed with the baggage of contempt for independent critical thought itself.Contempt is everywhere this weekend. The Weekend Australian’s colour magazine runs a feature story on Malcolm Turnbull: one of those familiar profiles designed to reveal the everyday human touch of the political classes. In this puff-piece, Jennifer Hewett finds Turnbull has “a restless passion for participating in public life” (20); that beneath “the aggressive political rhetoric […] behind the journalist turned lawyer turned banker turned politician turned would-be prime minister is a man who really enjoys that human interaction, however brief, with the many, many ordinary people he encounters” (16). Given all this energetic turning, it’s a wonder that Turnbull has time for human interactions at all. The distinction here of Turnbull and “many, many ordinary people” – the anonymous masses – surely runs counter to Hewett’s brief to personalise and quotidianise him. Likewise, those two key words, “however brief”, have an unfortunate, unintended effect. Presumably meant to conjure a picture of Turnbull’s hectic schedules and serial turnings, the words also convey the image of a patrician who begrudgingly knows one of the costs of a political career is that common flesh must be pressed—but as gingerly as possible.Hewett proceeds to disclose that Turnbull is “no conservative cultural warrior”, “onfounds stereotypes” and “hates labels” (like any baby-boomer rebel) and “has always read widely on political philosophy—his favourite is Edmund Burke”. He sees the “role of the state above all as enabling people to do their best” but knows that “the main game is the economy” and is “content to play mainstream gesture politics” (19). I am genuinely puzzled by this and imagine that my intelligence is being held in contempt once again. That the man of substance is given to populist gesturing is problematic enough; but that the Burke fan believes the state is about personal empowerment is just too much. Maybe Turnbull is a fan of Burke’s complex writings on the sublime and the beautiful—but no, Hewett avers, Turnbull is engaged by Burke’s “political philosophy”. So what is it in Burke that Turnbull finds to favour?Turnbull’s invocation of Edmund Burke is empty, gestural and contradictory. The comfortable notion that the state helps people to realise their potential is contravened by Burke’s view that the state functions so “the inclinations of men should frequently be thwarted, their will controlled, and their passions brought into subjection… by a power out of themselves” (151). Nor does Burke believe that anyone of humble origins could or should rise to the top of the social heap: “The occupation of an hair-dresser, or of a working tallow-chandler, cannot be a matter of honour to any person… the state suffers oppression, if such as they, either individually or collectively, are permitted to rule” (138).If Turnbull’s main game as a would-be statesman is the economy, Burke profoundly disagrees: “the state ought not to be considered as nothing better than a partnership agreement in a trade of pepper and coffee, callico or tobacco, or some other such low concern… It is a partnership in all science; a partnership in all art; a partnership in every virtue, and in all perfection”—a sublime entity, not an economic manager (194). Burke understands, long before Antonio Gramsci or Louis Althusser, that individuals or social fractions must be made admirably “obedient” to the state “by consent or force” (195). Burke has a verdict on mainstream gesture politics too: “When men of rank sacrifice all ideas of dignity to an ambition without a distinct object, and work with low instruments and for low ends, the whole composition [of the state] becomes low and base” (136).Is Malcolm Turnbull so contemptuous of the public that he assumes nobody will notice the gross discrepancies between his own ideals and what Burke stands for? His invocation of Burke is, indeed, “mainstream gesture politics”: on one level, “Burke” signifies nothing more than Turnbull’s performance of himself as a deep thinker. In this process, the real Edmund Burke is historically erased; reduced to the status of stage-prop in the theatrical production of Turnbull’s mass-mediated identity. “Edmund Burke” is re-invented as a term in an aesthetic repertoire.This transmutation of knowledge and history into mere cipher is the staple trick of culture-war discourse. Jennifer Hewett casts Turnbull as “no conservative culture warrior”, but he certainly shows a facility with culture-war rhetoric. And as much as Turnbull “confounds stereotypes” his verbal gesture to Edmund Burke entrenches a stereotype: at another level, the incantation “Edmund Burke” is implicitly meant to connect Turnbull with conservative tradition—in the exact way that John Howard regularly self-nominated as a “Burkean conservative”.This appeal to tradition effectively places “the people” in a power relation. Tradition has a sublimity that is bigger than us; it precedes us and will outlast us. Consequently, for a politician to claim that tradition has fashioned him, that he is welded to it or perhaps even owns it as part of his heritage, is to glibly imply an authority greater than that of “the many, many ordinary people”—Burke’s hair-dressers and tallow-chandlers—whose company he so briefly enjoys.In The Ideology of the Aesthetic, Terry Eagleton assesses one of Burke’s important legacies, placing him beside another eighteenth-century thinker so loved by the right—Adam Smith. Ideology of the Aesthetic is premised on the view that “Aesthetics is born as a discourse of the body”; that the aesthetic gives form to the “primitive materialism” of human passions and organises “the whole of our sensate life together… a society’s somatic, sensational life” (13). Reading Smith’s Theory of Moral Sentiments, Eagleton discerns that society appears as “an immense machine, whose regular and harmonious movements produce a thousand agreeable effects”, like “any production of human art”. In Smith’s work, the “whole of social life is aestheticized” and people inhabit “a social order so spontaneously cohesive that its members no longer need to think about it.” In Burke, Eagleton discovers that the aesthetics of “manners” can be understood in terms of Gramscian hegemony: “in the aesthetics of social conduct, or ‘culture’ as it would later be called, the law is always with us, as the very unconscious structure of our life”, and as a result conformity to a dominant ideological order is deeply felt as pleasurable and beautiful (37, 42). When this conservative aesthetic enters the realm of politics, Eagleton contends, the “right turn, from Burke” onwards follows a dark trajectory: “forget about theoretical analysis… view society as a self-grounding organism, all of whose parts miraculously interpenetrate without conflict and require no rational justification. Think with the blood and the body. Remember that tradition is always wiser and richer than one’s own poor, pitiable ego. It is this line of descent, in one of its tributaries, which will lead to the Third Reich” (368–9).2. Jean Baudrillard, the Nazis and Public MemoryIn 1937, during the Spanish Civil War, the Third Reich’s Condor Legion of the Luftwaffe was on loan to Franco’s forces. On 26 April that year, the Condor Legion bombed the market-town of Guernica: the first deliberate attempt to obliterate an entire town from the air and the first experiment in what became known as “terror bombing”—the targeting of civilians. A legacy of this violence was Pablo Picasso’s monumental canvas Guernica – the best-known anti-war painting in art history.When US Secretary of State Colin Powell addressed the United Nations on 5 February 2003 to make the case for war on Iraq, he stopped to face the press in the UN building’s lobby. The doorstop was globally televised, packaged as a moment of incredible significance: history in the making. It was also theatre: a moment in which history was staged as “event” and the real traces of history were carefully erased. Millions of viewers world-wide were undoubtedly unaware that the blue backdrop before which Powell stood was specifically designed to cover the full-scale tapestry copy of Picasso’s Guernica. This one-act, agitprop drama was a splendid example of politics as aesthetic action: a “performance” of history in the making which required the loss of actual historical memory enshrined in Guernica. Powell’s performance took its cues from the culture wars, which require the ceaseless erasure of history and public memory—on this occasion enacted on a breathtaking global, rather than national, scale.Inside the UN chamber, Powell’s performance was equally staged-crafted. As he brandished vials of ersatz anthrax, the power-point behind him (the theatrical set) showed artists’ impressions of imaginary mobile chemical weapons laboratories. Powell was playing lead role in a kind of populist, hyperreal production. It was Jean Baudrillard’s postmodernism, no less, as the media space in which Powell acted out the drama was not a secondary representation of reality but a reality of its own; the overheads of mobile weapons labs were simulacra, “models of a real without origins or reality”, pictures referring to nothing but themselves (2). In short, Powell’s performance was anchored in a “semiurgic” aesthetic; and it was a dreadful real-life enactment of Walter Benjamin’s maxim that “All efforts to render politics aesthetic culminate in one thing: war” (241).For Benjamin, “Fascism attempts to organize the newly created proletarian masses without affecting the property structure which the masses strive to eliminate.” Fascism gave “these masses not their right, but instead a chance to express themselves.” In turn, this required “the introduction of aesthetics into politics”, the objective of which was “the production of ritual values” (241). Under Adolf Hitler’s Reich, people were able to express themselves but only via the rehearsal of officially produced ritual values: by their participation in the disquisition on what Germany meant and what it meant to be German, by the aesthetic regulation of their passions. As Frederic Spotts’ fine study Hitler and the Power of Aesthetics reveals, this passionate disquisition permeated public and private life, through the artfully constructed total field of national narratives, myths, symbols and iconographies. And the ritualistic reiteration of national values in Nazi Germany hinged on two things: contempt and memory loss.By April 1945, as Berlin fell, Hitler’s contempt for the German people was at its apogee. Hitler ordered a scorched earth operation: the destruction of everything from factories to farms to food stores. The Russians would get nothing, the German people would perish. Albert Speer refused to implement the plan and remembered that “Until then… Germany and Hitler had been synonymous in my mind. But now I saw two entities opposed… A passionate love of one’s country… a leader who seemed to hate his people” (Sereny 472). But Hitler’s contempt for the German people was betrayed in the blusterous pages of Mein Kampf years earlier: “The receptivity of the great masses is very limited, their intelligence is small, but their power of forgetting is enormous” (165). On the back of this belief, Hitler launched what today would be called a culture war, with its Jewish folk devils, loathsome Marxist intellectuals, incitement of popular passions, invented traditions, historical erasures and constant iteration of values.When Theodor Adorno and Max Horkheimer fled Fascism, landing in the United States, their view of capitalist democracy borrowed from Benjamin and anticipated both Baudrillard and Guy Debord. In their well-know essay on “The Culture Industry”, in Dialectic of Enlightenment, they applied Benjamin’s insight on mass self-expression and the maintenance of property relations and ritual values to American popular culture: “All are free to dance and enjoy themselves”, but the freedom to choose how to do so “proves to be the freedom to choose what is always the same”, manufactured by monopoly capital (161–162). Anticipating Baudrillard, they found a society in which “only the copy appears: in the movie theatre, the photograph; on the radio, the recording” (143). And anticipating Debord’s “perfected denial of man” they found a society where work and leisure were structured by the repetition-compulsion principles of capitalism: where people became consumers who appeared “s statistics on research organization charts” (123). “Culture” came to do people’s thinking for them: “Pleasure always means not to think about anything, to forget suffering even where it is shown” (144).In this mass-mediated environment, a culture of repetitions, simulacra, billboards and flickering screens, Adorno and Horkheimer concluded that language lost its historical anchorages: “Innumerable people use words and expressions which they have either ceased to understand or employ only because they trigger off conditioned reflexes” in precisely the same way that the illusory “free” expression of passions in Germany operated, where words were “debased by the Fascist pseudo-folk community” (166).I know that the turf of the culture wars, the US and Australia, are not Fascist states; and I know that “the first one to mention the Nazis loses the argument”. I know, too, that there are obvious shortcomings in Adorno and Horkheimer’s reactions to popular culture and these have been widely criticised. However, I would suggest that there is a great deal of value still in Frankfurt School analyses of what we might call the “authoritarian popular” which can be applied to the conservative prosecution of populist culture wars today. Think, for example, how the concept of a “pseudo folk community” might well describe the earthy, common-sense public constructed and interpellated by right-wing culture warriors: America’s Joe Six-Pack, John Howard’s battlers or Kevin Rudd’s working families.In fact, Adorno and Horkheimer’s observations on language go to the heart of a contemporary culture war strategy. Words lose their history, becoming ciphers and “triggers” in a politicised lexicon. Later, Roland Barthes would write that this is a form of myth-making: “myth is constituted by the loss of the historical quality of things.” Barthes reasoned further that “Bourgeois ideology continuously transforms the products of history into essential types”, generating a “cultural logic” and an ideological re-ordering of the world (142). Types such as “neo-Marxist”, “postmodernist” and “Burkean conservative”.Surely, Benjamin’s assessment that Fascism gives “the people” the occasion to express itself, but only through “values”, describes the right’s pernicious incitement of the mythic “dispossessed mainstream” to reclaim its voice: to shout down the noisy minorities—the gays, greenies, blacks, feminists, multiculturalists and neo-Marxist postmodernists—who’ve apparently been running the show. Even more telling, Benjamin’s insight that the incitement to self-expression is connected to the maintenance of property relations, to economic power, is crucial to understanding the contemptuous conduct of culture wars.3. Jesus Dunked in Urine from Kansas to CronullaAmerican commentator Thomas Frank bases his study What’s the Matter with Kansas? on this very point. Subtitled How Conservatives Won the Heart of America, Frank’s book is a striking analysis of the indexation of Chicago School free-market reform and the mobilisation of “explosive social issues—summoning public outrage over everything from busing to un-Christian art—which it then marries to pro-business policies”; but it is the “economic achievements” of free-market capitalism, “not the forgettable skirmishes of the never-ending culture wars” that are conservatism’s “greatest monuments.” Nevertheless, the culture wars are necessary as Chicago School economic thinking consigns American communities to the rust belt. The promise of “free-market miracles” fails ordinary Americans, Frank reasons, leaving them in “backlash” mode: angry, bewildered and broke. And in this context, culture wars are a convenient form of anger management: “Because some artist decides to shock the hicks by dunking Jesus in urine, the entire planet must remake itself along the lines preferred” by nationalist, populist moralism and free-market fundamentalism (5).When John Howard received the neo-conservative American Enterprise Institute’s Irving Kristol Award, on 6 March 2008, he gave a speech in Washington titled “Sharing Our Common Values”. The nub of the speech was Howard’s revelation that he understood the index of neo-liberal economics and culture wars precisely as Thomas Frank does. Howard told the AEI audience that under his prime ministership Australia had “pursued reform and further modernisation of our economy” and that this inevitably meant “dislocation for communities”. This “reform-dislocation” package needed the palliative of a culture war, with his government preaching the “consistency and reassurance” of “our nation’s traditional values… pride in her history”; his government “became assertive about the intrinsic worth of our national identity. In the process we ended the seemingly endless seminar about that identity which had been in progress for some years.” Howard’s boast that his government ended the “seminar” on national identity insinuates an important point. “Seminar” is a culture-war cipher for intellection, just as “pride” is code for passion; so Howard’s self-proclaimed achievement, in Terry Eagleton’s terms, was to valorise “the blood and the body” over “theoretical analysis”. This speaks stratospheric contempt: ordinary people have their identity fashioned for them; they need not think about it, only feel it deeply and passionately according to “ritual values”. Undoubtedly this paved the way to Cronulla.The rubric of Howard’s speech—“Sharing Our Common Values”—was both a homage to international neo-conservatism and a reminder that culture wars are a trans-national phenomenon. In his address, Howard said that in all his “years in politics” he had not heard a “more evocative political slogan” than Ronald Reagan’s “Morning in America”—the rhetorical catch-cry for moral re-awakening that launched the culture wars. According to Lawrence Grossberg, America’s culture wars were predicated on the perception that the nation was afflicted by “a crisis of our lack of passion, of not caring enough about the values we hold… a crisis of nihilism which, while not restructuring our ideological beliefs, has undermined our ability to organise effective action on their behalf”; and this “New Right” alarmism “operates in the conjuncture of economics and popular culture” and “a popular struggle by which culture can lead politics” in the passionate pursuit of ritual values (31–2). When popular culture leads politics in this way we are in the zone of the image, myth and Adorno and Horkheimer’s “trigger words” that have lost their history. In this context, McKenzie Wark observes that “radical writers influenced by Marx will see the idea of culture as compensation for a fragmented and alienated life as a con. Guy Debord, perhaps the last of the great revolutionary thinkers of Europe, will call it “the spectacle”’ (20). Adorno and Horkheimer might well have called it “the authoritarian popular”. As Jonathan Charteris-Black’s work capably demonstrates, all politicians have their own idiolect: their personally coded language, preferred narratives and myths; their own vision of who “the people” might or should be that is conjured in their words. But the language of the culture wars is different. It is not a personal idiolect. It is a shared vocabulary, a networked vernacular, a pervasive trans-national aesthetic that pivots on the fact that words like “neo-Marxist”, “postmodern” and “Edmund Burke” have no historical or intellectual context or content: they exist as the ciphers of “values”. And the fact that culture warriors continually mouth them is a supreme act of contempt: it robs the public of its memory. And that’s why, as Lucy and Mickler’s War on Democracy so wittily argues, if there are any postmodernists left they’ll be on the right.Benjamin, Adorno, Horkheimer and, later, Debord and Grossberg understood how the political activation of the popular constitutes a hegemonic project. The result is nothing short of persuading “the people” to collaborate in its own oppression. The activation of the popular is perfectly geared to an age where the main stage of political life is the mainstream media; an age in which, Charteris-Black notes, political classes assume the general antipathy of publics to social change and act on the principle that the most effective political messages are sold to “the people” by an appeal “to familiar experiences”—market populism (10). In her substantial study The Persuaders, Sally Young cites an Australian Labor Party survey, conducted by pollster Rod Cameron in the late 1970s, in which the party’s message machine was finely tuned to this populist position. The survey also dripped with contempt for ordinary people: their “Interest in political philosophy… is very low… They are essentially the products (and supporters) of mass market commercialism”. Young observes that this view of “the people” was the foundation of a new order of political advertising and the conduct of politics on the mass-media stage. Cameron’s profile of “ordinary people” went on to assert that they are fatally attracted to “a moderate leader who is strong… but can understand and represent their value system” (47): a prescription for populist discourse which begs the question of whether the values a politician or party represent via the media are ever really those of “the people”. More likely, people are hegemonised into a value system which they take to be theirs. Writing of the media side of the equation, David Salter raises the point that when media “moguls thunder about ‘the public interest’ what they really mean is ‘what we think the public is interested in”, which is quite another matter… Why this self-serving deception is still so sheepishly accepted by the same public it is so often used to violate remains a mystery” (40).Sally Young’s Persuaders retails a story that she sees as “symbolic” of the new world of mass-mediated political life. The story concerns Mark Latham and his “revolutionary” journeys to regional Australia to meet the people. “When a political leader who holds a public meeting is dubbed a ‘revolutionary’”, Young rightly observes, “something has gone seriously wrong”. She notes how Latham’s “use of old-fashioned ‘meet-and-greet’campaigning methods was seen as a breath of fresh air because it was unlike the type of packaged, stage-managed and media-dependent politics that have become the norm in Australia.” Except that it wasn’t. “A media pack of thirty journalists trailed Latham in a bus”, meaning, that he was not meeting the people at all (6–7). He was traducing the people as participants in a media spectacle, as his “meet and greet” was designed to fill the image-banks of print and electronic media. Even meeting the people becomes a media pseudo-event in which the people impersonate the people for the camera’s benefit; a spectacle as artfully deceitful as Colin Powell’s UN performance on Iraq.If the success of this kind of “self-serving deception” is a mystery to David Salter, it would not be so to the Frankfurt School. For them, an understanding of the processes of mass-mediated politics sits somewhere near the core of their analysis of the culture industries in the “democratic” world. I think the Frankfurt school should be restored to a more important role in the project of cultural studies. Apart from an aversion to jazz and other supposedly “elitist” heresies, thinkers like Adorno, Benjamin, Horkheimer and their progeny Debord have a functional claim to provide the theory for us to expose the machinations of the politics of contempt and its aesthetic ruses.ReferencesAdorno, Theodor and Max Horkheimer. "The Culture Industry: Enlightenment as Mass Deception." Dialectic of Enlightenment. London: Verso, 1979. 120–167.Barthes Roland. “Myth Today.” Mythologies. Trans. Annette Lavers. St Albans: Paladin, 1972. 109–58.Baudrillard, Jean. Simulations. New York: Semiotext(e), 1983.Benjamin, Walter. “The Work of Art in the Age of Mechanical Reproduction.” Illuminations. Ed. Hannah Arendt. Trans. Harry Zorn. New York: Schocken Books, 1969. 217–251.Burke, Edmund. Reflections on the Revolution in France. Ed. Conor Cruise O’Brien. Harmondsworth: Penguin, 1969.Charteris-Black, Jonathan. Politicians and Rhetoric: The Persuasive Power of Metaphor. Houndmills: Palgrave Macmillan, 2006.Debord, Guy. The Society of the Spectacle. Trans. Donald Nicholson-Smith. New York: Zone Books, 1994.Eagleton, Terry. The Ideology of the Aesthetic. Oxford: Basil Blackwell, 1990.Frank, Thomas. What’s the Matter with Kansas?: How Conservatives Won the Heart of America. New York: Henry Holt and Company, 2004.Grossberg, Lawrence. “It’s a Sin: Politics, Post-Modernity and the Popular.” It’s a Sin: Essays on Postmodern Politics & Culture. Eds. Tony Fry, Ann Curthoys and Paul Patton. Sydney: Power Publications, 1988. 6–71.Hewett, Jennifer. “The Opportunist.” The Weekend Australian Magazine. 25–26 October 2008. 16–22.Hitler, Adolf. Mein Kampf. Trans. Ralph Manheim. London: Pimlico, 1993.Howard, John. “Sharing Our Common Values.” Washington: Irving Kristol Lecture, American Enterprise Institute. 5 March 2008. ‹http://www.theaustralian.news.com.au/story/0,25197,233328945-5014047,00html›.Lucy, Niall and Steve Mickler. The War on Democracy: Conservative Opinion in the Australian Press. Crawley: University of Western Australia Press, 2006.Pearson, Christopher. “Pray for Sense to Prevail.” The Weekend Australian. 25–26 October 2008. 30.Salter, David. The Media We Deserve: Underachievement in the Fourth Estate. Melbourne: Melbourne UP, 2007. Sereny, Gitta. Albert Speer: His Battle with Truth. London: Picador, 1996.Spotts, Frederic. Hitler and the Power of Aesthetics. London: Pimlico, 2003.Wark, McKenzie. The Virtual Republic: Australia’s Culture Wars of the 1990s. St Leonards: Allen & Unwin, 1997.Young, Sally. The Persuaders: Inside the Hidden Machine of Political Advertising. Melbourne: Pluto Press, 2004.

Abstract:

Introduction – Polish GrungeThe main objective of this article is to examine the grunge scene of the 1990s in Poland in the context of acculturation and assimilation processes. Polish grunge was, on the one hand, the expression of trends that were observable in music industry since the late 1980s. On the other hand, it was symptomatic of a rapid systemic transformation. Youth culture was open for the diffusion of cultural patterns and was ready to adopt certain patterns from the West.Thus, we suggest that the local grunge scene was completely modelled on the American one: the flow of cultural practices and subcultural fashion were the manifestations of the assimilation processes in Poland, observable not only in art (i.e. rock music), but also in the domains of politics and economy, as well as in the broader social sphere. We explore how young people were ready to adopt only the surface level of the phenomenon as they were familiar with it through the media coverage it received. Young people in Poland circa the early ‘90s primarily wanted to gain access to an imaginary Western lifestyle rather than learn about real living conditions in capitalist societies, and they could do this through their involvement in grunge culture.Grunge as a Cultural PhenomenonGrunge as a popular music trend arose in the USA during the late 1980s and early 1990s, in the work of bands such as Nirvana, Pearl Jam, Stone Temple Pilots, Soundgarden, and Alice in Chains. Grunge was initially opposed to consumerism and capitalist values. Nevertheless, A&R scouts recognised the commercial potential of this music: for example, Nirvana’s Nevermind was released by Geffen Company, and Pearl Jam’s Ten by Epic. As Grzegorz Brzozowicz and Filip Łobodziński put it (313),the success of Nirvana was a post-mort triumph of punk rock and, more importantly, it indicated the potential of alternative music, which suddenly stepped outside an aesthetic ghetto and became a hot stuff. This influence was also visible as regards fashion and customs – Dr. Martens’ shoes, flannel shirts, frayed jeans, and wool caps became an outfit common for the young (…). Grunge influenced visual art, film and photography.In Poland, grunge as a subculture and sub-genre of rock music emerged in the early 1990s following the international commercial success of bands such as those listed above, and it entailed the assimilation of the Western cultural patterns. Although assimilation processes were typical primarily for youth culture, they were observed in the wider context of the changes and adaptations that Polish system underwent after the fall of the centrally planned economy and subjugation to the communist party power after the Yalta agreements (1945-1989/1990).In this context, the concept Centre/Periphery (Gopinathan, Saravanan and Altbach; Hannerz; Langholm; Pisciotta) appears as the field for the dissemination of popular culture. Popular culture is a battlefield for creating and negotiating the meanings that are inherent within cultural practices (Barker). Cultural practices play a double role in the dissemination of ideas or objects. Firstly, they come as a result of adaptation in a defined culture, and secondly, they make new cultural patterns stabile, visible, and easy to practice by people as flexible patterns of behaviour. This point is clearly visible in the context of the East European states that underwent rapid acculturation processes in which new patterns of economic and social solutions were established in centre-planned economies: the tensions of the “old” and the “new” patterns dominating in the political and social systems of those countries (e.g. Poland, the Czech Republic, Latvia, Lithuania, etc.) were visible and affected societies to a considerable degree (Pisciotta). Thus, the practices generated in cultural Centres tend to disseminate easily and to “conquer” other cultural systems, especially in the Periphery.In the case of popular culture, the flow of influences usually takes a one-dimensional form and is disseminated from the Centre to the Periphery. As Marek Jeziński (162-163) argues, both Centre and Periphery are functional systems. These systems have generated their own mythology, which separates one from another. However, as in the case of mythological systems in general, Centre and Periphery tales overlap frequently, and there are evidence that the bands that originated in the Periphery were assimilated by the Centre. For example, Nirvana and Pearl Jam were both successful in market terms and both built their own status based on the Peripheral components that were skilfully overtaken by the Centre narrative. While the Peripheral narratives are concentrated mainly on the undermining of the definition of situation and present dysfunctional character towards cultural system as such, the Centre narratives aim to maintain the definition of situation supporting mainstream values and their prevailing position in a system (Jeziński 164). Grunge is the epitome of such an implementation of cultural patterns. That is, grunge started as a fringe peripheral cultural phenomenon. The major records companies, however, recognised its potential and provided the space in the music market to support the new bands. Most of the groups in the US started as independent local acts related to independent record companies that built their status.In relation to the assimilation of grunge culture in Poland, we can distinguish two key phenomena. The first is concerned with the adaptation of general subcultural components, e.g. fashion and group identification. Here, the acculturation processes run as a primary form of mimicry, as the Polish grunge scene adopted elements typical of the grunge subculture, such as oversize sweaters, flannel shirts, Dr. Martens shoes or Converse trainers, long hair, and beanies. A newly formed subculture was different from the others popular in the 1990s. For example, punk and metal subcultures implied strong group identity, style hom*ogeneity, rigid group limitations, and firm membership rules. Conversely, it seems that the grunge subculture was based more on a level of liquid and fragmented patchwork identity than on very inflexible group values and internal ideology or political attitudes (cf. Muggleton). Such patchwork identity formation was a result of a rapid clash between the adaptation of grunge cultural patterns from the West and the Polish economic transformation of the early 1990s.Poland underwent rapid changes that were also visible in the politics, culture and social domain, joining liberal democracies and liberal free market economies of the West. These changes resulted from a transformation of the system as a whole: from a central planned system to decentralisation of the power at both local and state levels (Sarnecki). Equally important were the changes in the political culture of Poles and their value system: they accepted the democratic changes but simultaneously, the mentality of Poles remained traditionalist (which is visible in surveys— the most important values for them were “family” and “work”), and their attitude towards the processes of cultural and institutional changes was impermanent (Garlicki; Jasińska-Kania).During the transformation, the changes were visible in the everyday lives of Polish citizens: examples include the shortages in the market that were evident after the socialist regime ended, and the easy availability of Western clothes such as jeans, shirts, denim jackets in ordinary stores. Consequently, the economic rates in the 1990s were higher in comparison to the previous decade (Bałtowski and Miszewski). Those changes resulted in a phase shift in the modernisation process, where patterns of economic and cultural development and were faster than the enculturation and socialisation processes.On the one hand, the free market allowed for almost unlimited commodification with unprecedented access to goods and services. On the other hand, the low cultural capital and economic possibilities of the citizens evolved rapidly. The communist-shaped social division fell apart, and the new class designations based of consumption/commodification patterns were established (Jeziński; Wojtkowski). Those factors resulted in high cross-generational mobility, lower entrance barriers, and higher openness indicators (cf. Polska klasa średnia; O ruchliwości społecznej w polsce).Hence, in cultural conditions based on capitalist consumption practices, the grunge subculture evolved with a commodified sense of style rather than with a firm identity. Yet, in the case of grunge style, relatively high costs of subculture commodities (e.g. Dr. Martens shoes, Converse trainers, or band t-shirts) led to DIY practices such as buying cheaper no-name shoes, and sewing badges with the names of bands and albums on jackets or backpacks.The second phenomenon encompasses the adaptation of music patterns. The Polish grunge scene was not as diversified in terms of genre variations as its US counterpart. In the beginning, the Polish grunge scene was more distressed geographically, with no specific Centre-Periphery relations. However, one of the most important bands, Hey, was established in the Northwest. When one looks at Polish grunge evolution as a ‘clash’ of American genre and the specific character of a time and place where Polish bands were recording, she or he will notice multiple similarities with the US scene.Firstly, we could name two approaches to grunge music among Polish performers: ‘intellectual’ and ‘rebel’. The ‘intellectual’ approach encompasses the group Hey. This band was established in Szczecin (the Northwest Poland), but after the success of their first album – Fire (1993), they moved to Warsaw. Hey released 11 studio records, but only the first three could be classified as “grunge” (cf. Sankowski). On the level of musical references, Fire sounds like a mixture of early Pearl Jam combined with Alice in Chains. With English lyrics and song topics that were typical for grunge— e.g., The Choice (“You’ve got a gun/You can use it now”)—similarities with Pearl Jam, in particular, are striking. The band evolved, and on their second album, Ho! (1994), Hey mixed equally Polish and English lyrics with the dynamic and specific Seattle sound (cf. Prato). Hey’s most distinctive feature comparing with other Polish grunge bands is its highly developed melodic approach to music and the poetic, sensual style of its lyrics. The third record, ? (1995), closes the band’s early stage. The next album, Karma (1997), opens the period when the amalgamation of electronics, hard rock and grunge dominated Hey’s music, with the album [sic!] (2001) representing the turning point in the group’s music style. The band suspended their work in 2017 and will probably never reunite.Over time, Hey gained one of the most dedicated audiences in Polish rock music. The music industry and critics have acknowledged Hey as one of the best Polish groups in the post-communist period. Hey has received the most nominations in the history of Fryderyki, the key Polish music awards. The group and Nosowska have won twenty-three times in multiple categories. As the longest-operating grunge-origin band in the country, Hey could be considered as a most important trend setting and scene-forming group.The more “rebellious” approach to grunge encompasses bands such as Illusion (1992-1999, 2014-present) and Houk. The former was based on the grunge and hardcore mixture of influences from Alice in Chains, Soundgarden, and Rage Against the Machine (especially in terms of rap-oriented lyrics). With the preservation of certain consistency, the band named first three albums: Illusion (1993), Illusion II (1994), and Illusion III (1995). Illusion marks the band’s aggressive style and lyrics simplicity but the studio production flattens the whole and gives an impression of a post-punk DIY venture rather than a coherent composition. The second record, however, is entirely conceptualised and thought out in terms of music and lyrics. Sharp riffs, hard rock tuning of instruments and aggressive lyrics that were focused on Polish life gave the album a needed consistency. The band’s third record is the most varied stylistically and politically engaged in their history. The harder-edged tunes from previous releases are accompanied by more psychedelic compositions (Wrona) that recall Alice in Chains’ slow songs and Layne Staley’s voice.Houk’s music similarly to other Polish grunge bands was the amalgamation of various genres and their style evolved in time. Initially, the band was regarded as an example of alternative rock music. The first album Soul Ammunition (1992) was named by music monthly Tylko Rock as a debut of the year (polskirock.art.pl). The combination of grunge, hardcore, hard rock, reggae and socio-politically engaged lyrics helped the group to establish a strong fan base. The band’s unique style was recognised internationally and Houk supported New Model Army and Bad Brains during the performances in the mid-1990’s (polskirock.art.pl). The band’s second studio release Generation X (1995) was recorded prior the multiple membership reorganizations that finally ended the grunge-orientation period of Houk’s history. One of the songs, Sleep, was dedicated to Kurt Cobain and reflected Nirvana’s approach to songwriting, which can be heard in songs such as “Lithium” (1991). Such a commemoration of Cobain’s figure is characteristic of Polish grunge culture’s establishment of strong ties with the American equivalent. Here and in many similar cases, Cobain serves not only as a grunge hero (or even a martyr) but also as a commodified pop culture figure (cf. Strong). Concerning both spheres - that is, the adaptation of grunge subculture and a development of the music scene -Polish grunge follows a different pattern to the US genre. Grunge was introduced to Poland after it was popularised and commodified by the major labels and media industry in the USA, so the adopted version was the mainstream one rather than the underground movement. Hence, the simplistic dichotomy between “underground” and “mainstream” culture does not function in terms of the Polish grunge culture, and probably is misstated even when it comes to the American phenomenon. Grunge could be perceived in Poland as both the first and the last “true” subcultural trend. At the same time, though, it was an affirmation not of ‘the rebel’ and ‘the underground’ but of capitalism and the cultural values of the West. Indeed, the Polish grunge culture couldn’t be fully aware of what grunge was warning us against while Polish society faced the rapid market and cultural transformation that allowed for its opening to Western trends.Conclusion – Is Grunge Really Dead?Although the popularity of grunge phenomenon in Poland was relatively short, the most important groups of this sub-genre - Illusion, Hey, Ahimsa, Houk, and Kr’shna Brothers - widely contributed to the emergence of the new wave of fashion for rock and hard-rock music in Poland in the mid-1990s. The most successful group of the era, Hey epitomises the transformation of grunge in Poland. Starting as a typical grunge band (modelled heavily on the US groups), they underwent a serious transition, substantially changing their music into more mainstream-oriented rock (that is, as music that was considered acceptable by rock music and AOR-focused radio stations). At the same time, grunge as a rock sub-genre underwent the contrary changes: it broke into the mainstream relatively quickly in the first half of the 1990s, establishing new rock stars of the scene (Illusion, Houk, Ahimsa, Hey), but in the late 1990s it went back to being a rock niche again. It seems that today grunge serves as a point of reference (in fact, it was an important period of rock history) for the new bands that intentionally use this sub-genre as a form of commodified, media-friendly nostalgia.ReferencesBałtowski, Maciej, Miszewski, Maciej. Transformacja gospodarcza w Polsce. Warszawa: PWN, 2006.Biografia Houk. 25 Nov. 2018 <https://www.polskirock.art.pl/houk,z346,biografia.html>.Brzozowicz, Grzegorz, and Filip Łobodziński. Sto płyt, które wstrząsnęły światem: Kronika czasów popkultury. Warszawa: Iskry, 2000.Domański, Henryk. Polska klasa średnia. Wrocław: FNP i W. Wrocławskie, 2002.Domański, Henryk. O ruchliwości społecznej w Polsce. Warszawa: IFiS PAN, 2004.Garlicki, Jan. “Tradycje i dynamika kultury politycznej społeczeństwa polskiego.” Dylematy polskiej transformacji. Ed. Jan Błuszkowski. Warszawa: DW Elipsa, 2007. 155-174.Gopinathan, Saravanan, and Philip G. Altbach. “Rethinking Centre–Periphery.” Asia Pacific Journal of Education 25.2 (2005): 117-123.Hannerz, Ulf. “Culture between Center and Periphery: Toward a Macroanthropology.” Ethnos: Journal of Anthropology 54.3-4 (1989): 200-216.Houk. Soul Ammunition. 23 Nov. 2018 <https://www.polskirock.art.pl/soul-ammunition,houk,3051,plyta.html>.Jasińska-Kania, Aleksandra. “Dynamika zmian wartości Polaków na tle europejskim: EVS 1990-1999-2008.” Polska po 20 latach wolności. Eds. Marta Bucholc, Sławomir Mandes, Tadeusz Szawiel and Joanna Wawrzyniak. Warszawa: Wydawnictwo Uniwersytetu Warszawskiego, 2011. 225-239.Jeziński, Marek. Mitologie muzyki popularnej. Toruń: WN Uniwersytetu Mikołaja Kopernika, 2014.Jeziński, Marek, and Łukasz Wojtkowski. “Nostalgia Commodified: Towards the Marketization of the Post-Communist Past through the New Media.” Medien und Zeit 4 (2016): 96–104.Langholm, Sivert. “On the Concepts of Center and Periphery.” Journal of Peace Research 8.3-4 (1971): 273-278.Muggleton, David. Inside Subculture. The Postmodern Meaning of Style. Oxford: Oxford UP, 2000.Pisciotta, Barbara. “The Center-Periphery Cleavage Revisited: East and Central Europe from Postcommunism to Euroscepticism.” Nationalism and Ethnic Politics 22.2 (2016): 193-219.Sankowski, Robert. “Hey, czyli któtka historia polskiego popu.” Wyborcza.pl, 3 Nov. 2012. 1 Aug. 2018 <http://wyborcza.pl/1,75410,12788097,Hey__czyli_krotka_historia_polskiego_popu.html>. Sarnecki, Paweł. “Od kumulacji do podziału władzy.” Transformacja ustrojowa w Polsce 1989-2009. Eds. Maria Kruk and Jan Wawrzyniak. Warszawa: Wydawnictwo Naukowe Scholar, 2011. 37-58.Strong, Catherine. Grunge and the Memory. London: Routledge, 2016.

Abstract:

The mobile telephone, or cellular telephone as it is called in North America, is the fastest-growing consumer product of the past decade. [1] Despite its popularity, metaphors of risk, contamination, and illness frequently run through stories about cellphone use. These representations are based mostly on a lingering but unproven link between brain cancer and cellphone use. Despite numerous scientific studies, none have definitively ruled out the risk and none have found conclusive evidence of harm. The claim that cellphone use is potentially dangerous or downright carcinogenic is supported instead by plenty of anecdotal evidence, rumour, urban myth, and "junk science." What is interesting to me is that these different representations of cellphone use as a practice that poses relative, absolute and no risk can coexist and persist, despite obvious contradictions. I suggest that Donna Haraway's concept of breached boundaries and Ulrich Beck's notion of "risk society" can be employed superficially to make sense of how we negotiate these different representations. In order to begin a discussion about why cellphone use in North America continues to be represented as a potentially risky practice, it is necessary to mention one story that is frequently credited as being the starting point for the narrative of fear and anxiety informing these representations. In spite of its germinal status, the story is but the latest embodiment of the narrative. It begins in August 1988 in Florida when David Reynard gave his wife Susan the gift of a cellphone. Seven months later, a medical scan revealed a tumour in Susan's brain. She claimed that as a result of being bombarded by radiation from the cellphone, the damaged cells either caused her tumour or accelerated the growth of an existing tumour. In April 1992, Susan launched a lawsuit against the phone's manufacturer, the company that provided the cellular service, and the retail store that sold the phone. A month after filing the lawsuit, Susan died of brain cancer. In January 1993, David Reynard was interviewed on the highly-rated CNN show Larry King Live. The interview sent shockwaves through the telecommunications industry. Stock prices of the major cellphone companies fell and some subscribers cancelled their contracts and returned their phones. Spokespeople for the industry countered David's accusations with claims that electromagnetic energy is as harmless as the oxygen we breathe. In fact, they said, it is already all around us in natural and artificial forms, including in emissions from the earth and sun. A spokesperson for Motorola, a major cellphone manufacturer, predicted that Susan's lawsuit would fail because "thousands" of studies had been conducted, which proved that radiation emitted by cellphones was not dangerous to users. In fact, no such studies existed. The lie was revealed when journalists and Susan's lawyer asked to see the studies. Almost as if to make up for the lie, the Cellular Telecommunications Industry Association,[2] a lobby group for North American cellular service providers, created the Wireless Research Center. Not surprisingly, the Center produced findings during its six-year mandate that were mostly favourable to the industry. In 1995, Susan's lawsuit was dismissed by a judge who said no reliable scientific evidence had been presented to link cellphone use to cancer. Expert witnesses for the defence had argued that the evidence presented on her behalf was merely wild speculation, "junk science," and a perversion of science masquerading as real science. Over a dozen similar lawsuits have been filed in the U.S. and the U.K. since. Few of them have surpassed Susan's lawsuit in notoriety and none have earned a favourable ruling. While it is still both mocked and venerated in the popular media and is the focus of derision in the telecom industry press and in medical science journals, the question central to the case (but does it cause cancer?) is still unresolved and so are the contradictions now associated with it. Did Susan's own body generate her tumour or was it generated by cellphone radiation? Where is the line between junk science and real science? Is artificial radiation from a cellphone as harmless as natural radiation from the earth or sun? These questions are indicative of some of the boundary breakdowns that Haraway claims are causing disorder and contradiction in late twentieth-century Western culture, namely between human and machine, between the physical and non-physical, and between natural and artificial. According to Beck, the degeneration of these boundaries are also indicative of a risk society characterised by environmental degradation. Because this degeneration is both perceived and potential, it hardly matters anymore what is rational or irrational, legitimate science or junk science. Both factual and fictional texts contribute to our knowledge of risks surrounding cellphone use as a biohazard that is a threat to individual bodies and to the social body. A series of events occurring throughout the 90s in North America added to the ambiguity and mystery surrounding cellphone use. Numerous rumours circulated about the practice sparking explosions at petrol stations and causing interference with car brakes, airbags, and electric wheelchairs. In addition, Health Canada and the U.S . Food and Drug Administration issued several bulletins to alert the public that cellphone use could cause heart pacemakers, hospital monitoring equipment, and aeroplane navigational instruments to malfunction. Susan's lawsuit ended when the court imposed closure, but the narrative embodied by the lawsuit continued in these rumours and warnings. The lawsuit was an event with a clear beginning and end. The narrative of fear and anxiety about contamination that could lead to illness, disease, and death preceded the lawsuit and was already embodied in other stories, particularly ones surrounding cancer and AIDS. When Susan launched her lawsuit, in some media reports, the cellphone was called the "new cancer villain" and the potential link between cancer and cellphone use was deemed the "yuppies version of AIDS." The comparison of cellphone use to cancer and AIDS functions both as a cultural and biological metaphor. It links the practice explicitly with disease and implicitly with death, and it also recalls the narrative of fear and anxiety surrounding cancer and AIDS, two potentially fatal diseases which preceded the introduction of cellphones. Seventeen years have passed since the cellphone became widely available in North America. Currently, almost nine million Canadians, or one in three people, own a cellphone. In the United States, there are 108 million users. Subscriptions there are increasing at the rate of approximately 46,000 each day or about one new owner every two seconds. The recent flood of private talk in public places in North America is being represented in popular media as a contamination of the social body, a morally repugnant practice, and a menace to civil society. A moral panic has arisen over cellphone use because it allows conversations to be audible and the user to be visible where before they were inaudible and the user was invisible by virtue of being hidden away in homes, offices, and phone booths. In public places the voice of the cellphone user extends the self and claims more space, which in turn impinges on the personal space of others. It is like a stranger's unwelcome touch. Proof that the moral panic has reached a new level in Canada may be evident in a request from the federal government last March for public opinion on whether devices known as silencers or jammers should be licensed for use so that businesses and institutions can disable cellphones within a particular radius when necessary. As a result of the popular use of the term "cellphone" in North America, a neat conflation of meaning is occurring between cellphone use as a potential threat to biological cells in the human body and the practice as a perceived threat to the physical spatial cells of personal spaces that comprise the social body. Stories about cellphone use as hazard articulate a narrative of fear and anxiety we share that cannot simply be dismissed as absurd. How people respond to cellphone use and the health questions and moral panic surrounding it cannot be decided by medical or legal experts alone. Consequently, in a risk society characterised by a peculiar synthesis of "empirical knowledge" and "indefinite uncertainty," the question "does it cause cancer?" becomes irrelevant. According to Beck, it may be more useful to ask "how do we want to live?" Endnotes [1] "Cellphone" (a contraction of cellular and telephone) is the popular term for "mobile telephone" in North America. "Mobile phone" usually refers to car phones with an antennae mounted on the roof or window of the car. [2] The Cellular Telecommunications Industry Association was recently renamed the Cellular Telecommunications & Internet Association. References Adams, Barbara, Ulrich Beck, and Joost van Loon, eds. The Risk Society and Beyond: Critical Issues for Social Theory. London: Sage Publications, 2000. Carlo, George, and Martin Schram. Cell Phones: Invisible Hazards in the Wireless Age. New York: Carroll & Graf Publishers, 2001. Erni, John. Unstable Frontiers: Technomedicine and the Cultural Politics of "Curing" AIDS. Minneapolis: University of Minnesota Press, 1994. Haraway, Donna. Simians, Cyborgs and Women: The Reinvention of Nature. New York: Routledge, 1991. Industry Canada. "Notice No. DGTP-002-01 Silencers (Devices Capable of Interfering with or Blocking Mobile Telephone Communications)." Gazette Notices Pertaining to Broadcasting, Radiocommunications and Telecommunications (Mar. 9, 2001). Lakoff, Georg, and Mark Johnson. Metaphors We Live By. Chicago: Chicago University Press, 1980. Milloy, Stephen J. "Cellphone Hysteric." National Post (June 23, 2000): C19. Nelson, Nancy J. "Recent Studies Show Cell Phone Use is Not Associated with Increased Cancer Risk." Journal of the National Cancer Institute 93.3 (Feb. 7, 2001): 170-172. Park, Robert L. "Cellular Telephones and Cancer: How Should Science Respond?" Journal of the National Cancer Institute 93.3 (Feb. 7, 2001): 166-167. Stacey, Jackie. Teratologies: A Cultural Study of Cancer. London & New York: Routledge, 1997.

Abstract:

The latest reality program about weight loss makeover, Australian Channel Seven’s Bringing Sexy Back maintained the dominant frame of fat as bad, shameful and unsexy. Similar to other programs’ point of view, only slim bodies could claim to be healthy and sexy. Conversely the Fat Acceptance movement presents fat as beautiful, sexy, and healthy. But what did online audiences in 2014 think about Bringing Sexy Back? In this article online-viewer-generated comments are analysed to find out: a) whether audiences challenged and contested the dominant framing; and b) what phrases did they use to do this. The research task is a discourse analysis in which key words and phrases are highlighted and colour coded as categories and patterns begin to emerge. My intention is to represent the expressions of the participants responding to the articles and or online forums about the program. The focus is on the ‘language-in-use’ (Gee 34), in particular their gut reactions to the idea of whether only slim people can be sexy and their experience of viewing the program. Selected television websites, online television forums and blogs will be analysed. Introduction The latest makeover television program drawing on the obesity-epidemic discourse Bringing Sexy Back (BSB) promises the audience that by the end of the program participants will have bought their sexy back. Sexy in the program is equated with one’s younger and slimmer self; the program host Samantha Armytage (from Sunrise the national Australian morning show) tells viewers sexy can be reclaimed if participants (from their late 30s and up to 51 years) drop kilos, commit to a strenuous exercise regime, and re-style their wardrobe. Experts, the usual suspects, are bought in—the medical machinery, the personal trainer, the stylist, and the hairdresser etc.—to assess, admonish, advise and appraise the participants. At the final reveal the audience—made up of family, friends and the local community—show enthusiasm for the aesthetic desirability of the participants slimmer sexier body as evidenced by descriptors such as “wow”, and “oh my God” as well as an outpouring of emotion such as crying and squeals of delight. Previous researchers of fat-shaming television programs have found audience’s reactions divided: some audience members see it as motivating; others see it as humiliating; and others see it as what the contestants deserve (Holland, Blood and Thomas; Rodan, Ellis and Lebeck; Sender and Sullivan)! I want to find out if online and social media audiences of the relatively tame makeover program BSB, which features individual Australians and couples who are overweight and obese, challenge and contest the dominant framing. In my analysis of the phrases online audiences’ have used about BSB, posters mostly found the program inspiring and motivating. From this inauspicious first strike, I will push onto examine the phrases posters have used to respond to the program. The paper begins with a short background about the program. The key elements of the makeover television genre are then discussed. Following this, I provide an analysis of the program’s official BSB Facebook site, and unofficial viewer-generated sites, such as the bubhub, TVTONIGHT, MamaMia, The Hoopla and the hashtag #sexybackau on Twitter. Posters to these sites were regular, infrequent or intermittent viewers. My approach to the analysis of these online forums and social media sites is a discourse analysis that examines “language-in-use”—as well as other elements such as values, symbols, tools and thinking styles—so as to identify and track tacit knowledge—that is, meanings emerging from obesity-epidemic discourse (Gee 34, 40–41). Such a method is apt given its capacity to analyse contributors’ spontaneous statements of their feelings—in particular their gut reactions to the program and the participants. The paper ends with my findings and conclusions. Bringing Sexy Back: Background Information Screened in 2014, season one of BSB format consists of a host Samantha Armytage, fitness trainer Cameron Byrnes and stylist Jules Sebastian and her team of hairdresser, groomers etc. Undoubtedly, part of the program’s construction is to select participants who appeal to a broad range of viewers. Participants’ ages range from 21 years (Courney Gollings) to 51 years (Vicki Gollings). The individuals or couples who make up the series include: Ned (truck driver), Sam and Gary (parents of two boys), Lisa Wilson (single mother and hairdresser), Vicki and Courtney Golling (mother and daughter), Livio Caldarone (pizza/small restaurant owner), and Paula Beckton (mother of four), The first episode was aired on Australia’s Channel Seven on 12 August 2014 and the final episode on 13 January 2015. This particular series consisted of 9 episodes. In this paper I focus on the six episodes that were aired in 2014. Generally each individual episode consisted of: the intervention, presenting medical facts about participant’s weight; the helper figures setting training and diet regimes; the trials leading to transformation; and the happy ending evident in the reveal. Essentially, these segments illustrate that the program series is highly contrived and they also demonstrate the program’s method of challenging participants to lose weight. Makeover Television I now provide a further construct to assist the reader’s understanding of ‘what is going on’ in the BSB program, which fits within the genre of makeover program. As reflected in the literature, makeover television has some or all of the following ingredients: personal fitness trainer as expertstylist and grooming expertsfamily members and contestant’s reflexivity (reflect on their own behaviour)new self-celebrated photo shootscontestant winning challengessymbols, such as the dream outfit, and before and after photographstransformation before the ‘big reveal’ Moreover, makeover programs are about the ordinary person on television. According to Redden, identities on these programs are individual rather than collective in that they serve to show a type of “individuality” as if it exists irrespective of any social or cultural group (156). And what is the role of the expert? Redden points out the expert on makeover programs interprets the “life situation of the given person, who may represent a certain social category of ordinary person” (153). So while makeover programs purport to be about the ordinary person and make claims about the actuality of the ordinary person’s life (Skeggs and Wood 559; Stagi 138), they also depict a hierarchy of social categories. The participants’ class also features in makeover programs like BSB. Class is evident in that participants who are selected to be on the program are often from lower-middle class backgrounds. Most participants have non-professional occupations—truck driver (Ned), hairdresser (Lisa), pizza/small restaurant owner (Livio), body caster, a person who makes body casts (Paula). Similar to The Biggest Loser (2004–2014) on American NBC, and Australia Network Ten, the participants in BSB were also mainly from lower–middle class backgrounds (Rodan; Sender and Sullivan 575) Several researcher’s show that makeover television promises advancement for lower–middle class citizens (Fraser 188–189; Miller 589; Redden 155; Skeggs and Wood 561) based on the proposition that contestants have the power to transform themselves (Bratich 17; Ouellette and Hay 471–472; Lewis 443; Sender and Sullivan 581). Like other makeover programs BSB takes advantage of the aspirations of working and lower-middle class participants. And, not surprisingly, the desired transcendence is something most participants/viewers from lower-middle and working class backgrounds cannot strive to achieve without participating in the program (Miller 589). Transcendence in BSB comes from losing weight, and acquiring new gym equipment, gym clothing, access to a personal trainer, gym membership, holiday at a health retreat, new wardrobe, new haircut, and new gym clothes. These acts to transform oneself are often “presented” as the middle class “standard,” taste and specific ongoing “intimate practices” of the “middle class” (Skeggs and Wood 561; Redden 155). But clearly much of the sprucing up (such as a private gym at home, personal trainers) are expensive and beyond the budget of even an Australian middle-class family. Analysis Posters on the official BSB Channel Seven Facebook forum overall were the most positive about the program—they found the program motivating and inspiring. Several posters on Facebook asked how they might apply to be on the program. After the airing of the reveal, posters on all the online forums and social media analysed consistently used adjectives such as fantastic, awesome, congratulations, stunning, amazing, gorgeous, wow, incredible, look sensational, look hot, look great, champion effort, fabulous, impressive, beautiful, inspirational. Fat-Shaming In BSB fat-shaming works through the use of medical machines and imagery, which measure weight and body fat percentage (BMI) using the DXA scanner and X-ray machine. Even though many physicians object to BMI measurement, it has become an “infallible marker of dangerous risk-saturated obesity” (Morgan 205) in Health Department campaigns, insurance company policies and on makeover television. Participants’ current weight is compared to the weight of their 20 year-old self. The program also induces fat-shaming through visuals of food and drink stashes found in participant’s bedroom cupboards (Ned), remnants of take-away packaging in rubbish bins (Lisa), processed foods in pantry cupboards (Vicki and Courtney), and pizza cartons at work (Livio). Here food amounts are quantified for audiences to gasp with shock and horror reinforcing the stereotype that people are fat because they have insufficient willpower and overeat (Farrell 34), thus perpetuating the view that obese people are undisciplined, sloppy and “less likely to do productive work” (Greenberg et al.). Banners are produced of participants’ photographs in their 20s; the photographs chosen have been taken when participants were slim and looked hot at the beach or night clubbing. These banners are juxtaposed with a banner of participant’s current self—appearing overweight in unflattering short crop top and underwear. Both banners are flashed onto the screen during the program especially in the final reveal presumably as a visual measurement to shame participants for “letting themselves go”. Even though host Samantha provides reasons for participants gaining weight—such as the stress of being a single parent, having a busy life as a mother of four, work commitments etc—the visual banners powerfully signify more than the presenter’s dialogue. Katrina Dowd on Facebook suggests it is the banners that signified the truth about participants’ lifestyles when she comments: Absolutely. Amazing how people whom follow unhealthy eating patterns for years with lack of exercise get congratulated because they’ve lost weight. Should never have let yourself get to that stage. Using your children and work commitments as excuses for why you got that way is a big “fail”. Some social media participants on Twitter and online forum posters saw the participants as “Bogan” ( a white working-class person who lacks fashion sense, is uncouth unsophisticated and invokes disgust), lazy, slobs as represented in the following comments: “Bogan Hunters Makeover” (tvaddict); “STILL A f*ckING FAT BOGAN […] JUST STOP EATING” (Al_Mack); “Stop being a lazy bitch […] Seriously lazy slobs” (Dutchess of Tweet St); “learn to cook lazy cow” (Gidgit VonLaRue). Thus, for Katrina and the posters above, it is the “fat body” that is seen as the “uncivilized body” that lacks the self-control of the thin body (Richardson 80). Inspirational and Motivational I discovered that many online forum and social media participants found the program BSB inspiring and motivating. A similar finding to my study of The Biggest Loser online viewers (Rodan), as well as other researchers who interviewed audiences about The Biggest Loser (Readdy and Ebbeck). For instance, Twitter posters said the BSB inspires “everyday women” (Sharon@Shar0n) and “inspires me that I can do the same” (Sharon@KeepitRealV), “another great show #inspiring” (miss shadow). On Facebook most of the posters talked about how inspired they were by the show and or by the individual participants, for instance: Hi Lisa, I think I see a lot of me in you, I pretty much cried through the whole show. You have inspired me, much admiration for sharing your story with Australia. (Haigh) Many posters on Facebook identified with Lisa as a single mother (Jenkins) and her declaration that she was “an emotional eater” (McTavish). This may account for Lisa Wilson (5,824 likes) receiving the most likes on Facebook. There were those who identified with individual participants, such as Paula, who were attempting to lose weight. On the forum the bubhub, a forum for parents established in 2002, the administrator BH-bubhub started a thread titled “Need some motivation to shift those kilos? Our pal Paula is here to help hubbers!” Paula was the participant on BSB who lost the most weight, and was invited onto the forum to answer forum members’ questions. On this forum, disparaging, negative, demotivating comments were removed from public viewing (see caveat BH-bubhub). Overall, online forum posters on the bubhub expressed positive feelings about BSB as a weight loss program. Participants comments included “Awesome work Paula, I have no doubt you will inspire many and I look forward to hearing all your tips” (Mod-Uniquey) “and … you look fabulous” (BH-KatiesMum), “Wow, you must be so proud of yourself! That is an amazing effort and you look great” (Curby), “What an inspirational story!” (Mod-Nomsie). Facebook posters on the BSB official forum found the show motivating and evidence of others finding the same are: “I feel great after watching #sexybackau” (Freeburn), “an uplifting hour” (Hustwaite), “feeling motivated now to change a lot of things about myself” (McDonald). However, online posters rarely commented that the program inspired or motivated them to take specific actions about their own body size or lifestyle. For some, as other researchers have found about makeover programs, it is a form of televisual escapism (Holland, Blood and Thomas; Readdy and Ebbeck 585)—that is, the pleasure of watching others’ emotions in achieving their goal. For many others, identifying with the participants’ struggle, and seeing them overcome daily challenges and obstacles to losing weight, gave posters insights about themselves and how to change their own lifestyle. But maintaining weight-loss and a lifestyle that supports it—as Facebook posters frequently suggest—is very challenging for most people who are overweight. The transformations and reveals make for fairy-tale endings (the essence of makeover television), but the reality of losing weight is persistence, perseverance and hard work. Criticisms of the Program Posters on Facebook were censored more than some of the other online forums and social media. Facebook criticisms about the program BSB were dealt with swiftly by other posters—that is, posters were pressured to only express positive feelings about the program. For instance, Lynne Nicholas in response to Peter Thomson’s criticism that the program is “exploiting these people for cheap television entertainment” (Facebook, 14 August 2014) posted on Facebook: If you don’t like the show then don’t come on the page and comment. Channel 7 gives these people a chance to change their life and inspire others to do the same. (Facebook, 14 Aug. 2014) And in response to criticisms about the amount of processed food Cam discarded from participants Vicki and Courtney’s cupboard, Emily McCabe commented: If you don’t enjoy the concept of the program, feel free to change the channel and keep your negative comments to yourself. (Facebook, 2 Sep. 2014) Nevertheless, a lot of criticism appeared on the various online and social media outlets ranging from: the commercial aspects (matúš; Hales); the constant use of the word “fat” by the host (Spencer); the sponsorship and advertisem*nts by a take-away food company (Daisy Murray; Patriot); the “irresponsible/unsafe training!” (M_Gardner; Ashton); the insufficient number of “diet tips” (Pedron-Peggs); and “sick of seeing all that food thrown away!!” (Barkla; Dunell; Robbie; Martin; Coupland). As noted above, some of the sites were censored. Criticisms of the program were only aired if the online forum and social media allowed people to vent their feelings and express their opinion. Allowing viewers to express their concerns about mainstream television programs such as BSB counters the argument made by other researchers suggesting that makeover programs do the work of audiences becoming “self-managing” and self-governing citizens (see Stagi; Ouellette and Hay 471-472; Sender and Sullivan 581; Ringrose and Walkerdine); and makeover programs perpetuate the myth that obesity is solely an individual behavioural problem (Yoo). Such critical comments (above) reveal that some viewers do question the show’s premises, and as a consequence they do not accept the dominant framing. Thus the hypothesis that all viewers of makeover programs are pliable and docile cannot be supported in my analysis. Findings and Conclusion Most BSB posters said they found the program inspiring and motivating. It seems many of the online posters identified with the participants’ struggle to lose their weight, and stay motivated to keep it off. So there was little fat-shaming from posters on Facebook and the online forums. The posters on Facebook expressed the most positive comments about the BSB program and the participants; however, the Facebook site was the official BSB social media site. It seems that many of the Facebook and online forum discussants were makeover television fans who had acquired a taste for the makeover genre – that is the transformation and the big reveal at the end, the re-styled self, the symbols as well as the tips, information and ideas about how to lose weight and change their lifestyle. Questions were often asked by posters about the participants’ eating plan, exercise regime, maintenance program etc., as well as how they (the posters) could apply to be on the show. Very few social media or online posters questioned and challenged the makeover genre, the advertising during the program, the quality and number of diet and nutrition tips, and the time as well as financial cost required to maintain the new self. References Al_Mack. “STILL A f*ckING FAT BOGAN.” 26 Aug. 2014, no time. Tweet. Al_Mack. “JUST STOP EATING.” 26 Aug. 2014, no time. Tweet. Ashton, Susan. “Bringing Sexy Back.” 13 Jan. 2015, 17:56. Facebook comment. Barkla, Michelle. “Bringing Sexy Back.” 9 Sep. 2014, 18:39. Facebook comment. BH-bubhub Administrator. “Need Some Motivation to Shift Those Kilos? Our Pal Paula Is Here to Help Hubbers!” The Bubhub 3 March 2015. 15:27. BH-KatiesMum. “Need Some Motivation to Shift Those Kilos? Our Pal Paula Is Here to Help Hubbers!” The Bubhub 3 Mar. 2015 19:26. Bratich, Jack Z. “Programming Reality: Control Societies, New Subjects and the Powers of Transformation.” Ed. Dana Heller. Makeover Television: Realities Remodelled. London: I.B. Tauris, 2007. 6-22. Coupland, Allison. “Bringing Sexy Back.” 2 Sep. 2014, 17:55. Facebook comment. Curby. “Need Some Motivation to Shift Those Kilos? Our Pal Paula Is Here to Help Hubbers!” The Bubhub 3 Mar. 2015, 19.30. Dowd, Katrina. “Bringing Sexy Back.” 19 Aug. 2014, 21:07. Facebook comment. Dunell, Meredith. “Bringing Sexy Back.” 9 Sep. 2014, 17:54pm. Facebook comment. Dutchess of Tweet St (Appy_Dayz). “Seriously lazy slobs feeling sorry for themselves on #SexyBackAu are just bloody annoying.” 19 Aug. 2014, no time. Tweet. Farrell, Amy E. Fat Shame: Stigma and the Fat Body in American Culture. New York: New York University Press, 2011. Fraser, Kathryn. “‘Now I Am Ready to Tell How Bodies Are Changed into Different Bodies…’ Ovid, The Metamorphoses.” Ed. Dana Heller. Makeover Television: Realities Remodelled. London: I.B. Tauris, 2007. 177-92. Freeburn, Tim (TimBurna). “I feel great after watching #sexybackau I would’ve felt better if I didn’t eat all that Lindt chocolate while watching it though.” 19 Aug. 2014, no time. Tweet. Gee, James Paul. An Introduction to Discourse Analysis: Theory and Method. 3rd ed. New York: Routledge, 2010. Gidgit VonLaRue. “You want to eat crap nightly fine, it’s your body – but not fair to your poor kid. Learn to cook lazy cow.” 19 Aug. 2014, no time. Tweet. Greenberg, B., M. Eastin, L. Hofschire, K. Lachlan, and K.D. Brownell. “Portrayals of Overweight and Obese Individuals on Commercial Television.” American Journal of Public Health 93.8 (2003): 1324–48. Haigh, Renee J. “Bringing Sexy Back.” 26 Aug. 2014, 18:47. Facebook comment. Hales, Wendy. “Bringing Sexy Back.” 26 Aug. 2014, 18:38. Facebook comment. Holland, Kate, R., Warwick Blood, and Samantha Thomas. “Viewing The Biggest Loser: Modes of Reception and Reflexivity among Obese People.” Social Semiotics 25.1 (2015): 16-32. Hustwaite, Megan. “What an uplifting hour @BSBon7 is! @sam_armytage shines and @julessebastian is a talent #sexybackau.” 19 Aug. 2014, no time. Tweet. Jenkins, Yohti. “Bringing Sexy Back.” 26 Aug. 2014, 18:45. Facebook comment. Lewis, Tanya. “Introduction: Revealing the Makeover Show.” Continuum: Journal of Media and Cultural Studies 22.4 (2008): 441-46. M_Gardner (MSGardner_1). “This show has just trumped biggestloser for irresponsible/unsafe training! Do not try at home people #SexyBackAu.” 12 Aug. 2014, no time. Tweet. Martin, Tania. “Bringing Sexy Back.” 2 Sep. 2014, 18:41. Facebook comment. matúš (MattLXS). “Sales are going to increase now for the fit bit flex thanks to #sexybackau sorry jaw bone up.” 19 Aug. 2014, no time. Tweet. McCabe, Emily. “Bringing Sexy Back.” 2 Sep. 2014, 21:01. Facebook comment. McDonald, Christine (Clubby_R8). “Watching #sexyback I’m really feeling motivated now to change a lot of things about myself. Although the smoking thing is a tough call.” 26 Aug. 2014, no time. Tweet. McTavish, Karen. “Bringing Sexy Back.” 26 Aug. 2014, 18:51. Facebook comment. Miller, Toby. “Afterword: The New World Makeover.” Continuum: Journal of Media and Cultural Studies 22.4 (2008): 585-90. miss shadow (Miss_Shadow). “another great show #inspiring.” 26 Aug. 2014, no time. Tweet. Mod-Nomsie. “Need Some Motivation to Shift Those Kilos? Our Pal Paula Is Here to Help Hubbers!” The Bubhub 4 Mar. 2015. 11:47. Mod-Uniquey. “Need Some Motivation to Shift Those Kilos? Our Pal Paula Is Here to Help Hubbers!” The Bubhub 3 Mar. 2015, 17:46. Morgan, Kathryn Pauly. “Foucault, Ugly Ducklings, and Technoswans: Analyzing Fat Hatred, Weight-Loss Surgery, and Compulsory Biomedicalized Aesthetics in America.” Journal of Feminist Approaches to Bioethics 4.1 (2011): 188-220. Murray, Daisy. “Bringing Sexy Back.” 2 Sep. 2014, 18:27. Facebook comment. Nicholas, Lynne. “Bringing Sexy Back.” 14 Aug. 2014, 20:08. Facebook comment. Ouellette, Laurie, and James Hay. “Makeover Television, Governmentality and the Good Citizen.” Continuum: Journal of Media and Cultural Studies 22.4 (2008): 471-84. Patriot (THEbitchiestgay). “Why is a weight loss show sponsored by a chicken company? Chicken is fattening.” 12 Aug. 2014, no time. Tweet. Pedron-Peggs, Peta. “Bringing Sexy Back.” 16 Sep. 2014, 17:38. Facebook comment. Readdy, Tucker, and Vicki Ebbeck. “Weighing In on NBC’s The Biggest Loser: Governmentality and Self-Concept on the Scale.” Research Quarterly for Exercise and Sport 83.4 (2012): 579-86. Redden, Guy. “Makeover Morality and Consumer Culture.” Ed Dana Heller. Makeover Television: Realities Remodelled. London: I.B. Tauris, 2007. 150-64. Richardson, Niall. Transgressive Bodies: Representations in Film and Popular Culture. Farnham, UK: Ashgate Publishing, 2010. Ringrose, Jessica, and Valerie Walkerdine. “The TV Make-Over as Site of Neo-Liberal Reinvention toward Bourgeois Femininity.” Feminist Media Studies 8.3 (2008): 227-46. Robbie, Tina. “Bringing Sexy Back.” 5 Sep. 2014, 16:46. Facebook comment. Rodan, Debbie. “Technologies of the Self: Remaking the Obese ‘Self’ in The Biggest Loser: Couples (Australia).” Proceedings of the Australian and New Zealand Communication Association on Media Democracy and Change Conference. Ed. K. McCallum. Canberra, 2010. Rodan, Debbie, Katie Ellis, and Pia Lebeck. Disability, Obesity and Ageing: Popular Media Identifications. London: Ashgate, 2014. Sender, Katherine, and Margaret Sullivan. “Epidemics of Will, Failures of Self Esteem: Responding to Fat Bodies in The Biggest Loser and What Not to Wear.” Continuum: Journal of Media and Cultural Studies 22.4 (2008): 573-84. Sharon (Shar0n). “Watched #SexyBackAu for the first time tonight; a top show to motivate and inspire everyday women to be healthier and set achievable goals.” 26 Aug. 2014, no time. Tweet. Sharon (KeepitRealV). “#SexyBackAu watching another single mum challenge herself and change her life really inspires me that I can do the same!” 26 Aug. 2014, no time. Tweet. Skeggs, Beverley, and Helen Wood. “The Labour of Transformation and Circuits of Value ‘around’ Reality Television.” Continuum: Journal of Media and Cultural Studies 22.4 (2008): 559-72. Spencer, Amby. “Bringing Sexy Back.” 17 Aug. 2014, 13:55. Facebook comment. Stagi, Luisa. “Lifestyle Television and Diet: Body Care as a Duty.” Italian Journal of Sociology of Education 6.3 (2014): 130-52. Thomson, Peter. “Bringing Sexy Back.” 14 Aug. 2014, 20:03. Facebook comment. Tvaddict. “Bringing Sexy Back.” TV Tonight 13 Aug. 2014, 18:17. Yoo, Jina. “No Clear Winner: Effects of The Biggest Loser on Stigmatization of Obese Persons. Health Communication 28 (2013): 294-303.

Abstract:

I first met with the enigmatic Dutch artist-couple, Zoot and Genant, in the Summer of 2000. We talked about their performances as part of the collective Artp*rn and their later work as a duo. Zoot and Genant combine the best of Amsterdam hippie culture with advanced technological networking. As good Dutch citizens, they intervene in global media debates with bodily performances and a harsh critique of consumerist sex industries. A uniquely burlesque quality pervades their work, as their performances take on dreamy and raw forms. Performance modes are invented ‘from the bottom up’ with performances such as Oysterbarpiece (1995) and Anal Restaurant (1996) translating clever concepts into physically bawdy gestures. In Anal Restaurant, a naked performer is tied to a platform, his/her bottom stuffed with mashed potatoes, and the mixture released into the gallery when the fastly rotating platform is abruptly brought to a halt. In Oysterbarpiece, Genant asks participants to suck oysters from between her legs. She stands on her head with legs wide open and ‘gazes back’ at the participant by taking his/her picture with a camera. By assuming this position, she wants to make audiences aware of their voyeuristic role by ‘reversing their gaze’, as she argues that every voyeur is a sexual being to somebody’s else’s gazing eye. Reversing the gaze means opening up new and uncensored spaces of eroticism – as they write in the Irotic Manifesto: “The historically situated gaze is turned upside down and no longer do we stare into a void. We create many more spaces than are actually allowed … You may enter space with a certain literary baggage, the handcuffs of Sacher-Masoch welded to the wonders of Rabelais” (Artp*rn). Theories of erotic space are tested in community spaces where special attention is paid to the strong grip of commodified sex regimes on the audience. Zoot and Genant circulate their own sexual energy as ‘art’, distributing it to audiences who react sometimes with their own heightened energy and sometimes half-paralyzed. Zoot explains that the difference between live performances and mediated performances is enormous, as live performances are short-lived and cannot conceal the performer’s body or his/her state of excitement. They opted for an extended internet performance with f*cking Retreat 8x8x72. For this, they held an‘artist retreat’ in the Amsterdam Gallery De Praktijk and demonstrated their sexual intercourse by means of a webcam. Going back to a Taoist ritual, they f*cked eight times a day for eight days in a row, with 72 thrusts on each particular occasion and an attempt not to reach org*sm. With this extremely popular web action, they reached a high/height in media activism, as the loving couple became the medium itself, and they were able to manipulate cameras and stream their digital images to hordes of sexually conditioned net viewers. Philosopher Cees Maris signals the performance as ‘post-revolutionary’ as the couple represent the integration of both monogamy and polymorphous perversity in contemporary society. Libidot: Did you want to hold a ‘sexual think-tank’ with f*cking Retreat 8x8x72 and distribute it as free p*rn on the Internet? Genant: 8x8x72 was an abstraction-exercise in making love within our relationship. It was a performance where we were sealed inside a gallery and used a webcam to enable viewers to participate in the concept of the experiment. But we never intended to distribute ‘p*rnographic’ images. For many years we have separated the realm of pleasure from that of p*rnography. We wanted people to participate in the abstract experiment itself, the result of which only we, as performers, could feel in our bodies. Zoot: What we did was an everyday action – f*cking – stretched out over a manipulated time-line. As performers it was a challenge to play with the time-line and make it more complex because, on the actual stage, the interaction with the audience is short-lived and intense. It was a very complex experience for me, to engage in such an extremely intimate action in front of a webcam, making love to Genant. A maximum viewing public was created by the computer and cameras, which were also acting as a filter between ourselves and the audience. This filter gave us the possibility of reaching a high level of intimacy and softness, together with lots of laughter – just the way we ourselves are. But it took a while before we figured that out. Once we loosened up and incorporated the technology of ‘streaming’ into the performance, I became aware of the relationship with the public and all the machine-buttons we could manipulate. That is very different from reality television or commercial p*rn sites, where the machines are owned and steered by a company. The entire complex of autonomous media activism made a big impression on me. We actually accomplished one of our long-time artistic goals, that is, to become the medium itself and to be completely autonomous. Genet: The technological distribution of ‘live’ events has become essential after 9/11. We used machinery welded to physical effort to offer the viewer many options, including going through our web archives. It is momentarily frightening to perform such actions, to do actions in front of a camera using autonomous media. Libidot: You are wary of the Internet’s sexual energy, as you write in your announcement: “Zoot and Genant laugh at those who are excessively sexualized by Internet, they hover above the hypererotic nausea of gazing eyes and digital drifters, performing cyber-squatting amidst digital slavery of cybersexual commodification”. How did your own sexual energy transfer to remote viewers? Zoot: In the first instance the performance was food for the average voyeuristic web user, as the strength of his/her unconscious p*rnographic desire was nurtured by recognizable movements. Sex is, indeed, the lubricant of the Internet. But the images we delivered to the Internet were of a different nature and, hopefully, caused a mutation in the subconscious p*rnographic gaze of the viewer. Lots of pleasing reactions resonated in the city. I believe that people started experimenting themselves. I heard from ‘real’ men that they found it hard to believe that we f*cked 64 times in 8 days. Why are people looking for quantity rather than quality? In order to be really effective one would have to get feedback from all of those people, but it was hard for us to plough through the endless piles of ‘chat-diarrhea’ in the chatroom. Libidot: Bianca Stigter’s review in NRC Handelsblad indicates that webcams documenting ‘everydayness’ have flooded the Internet and that your work is in line with this trend: “Their webcam is in tune with all the other webcams on the Internet that give access to life here and there, everywhere. In a zoo in Singapore a monkey is eating an apple. Tourists in Times Square are crossing the road. In the Lauriergracht in Amsterdam, two people are f*cking” (Stigter). Would it be possible for your performance to be perceived as part of an expanding webcam ‘amateur p*rn’ industry? Genant: We do not want to add anything to the p*rn industry. Ours was an art experiment, a physical performance around the subject of physical love. I don’t think that lions in Artis Zoo or whales in Oahu are f*cking in a similar series, but our performances do reach similar mass audiences to the Tour de France or American football. Of course we got a big kick when the statistics revealed that we were visited by viewers from 48 countries, including Easter Island. Just the idea that on Easter Island, on the other side of the globe, Rapa Nui in winter time, people were watching a performance in an Amsterdam gallery and chatting with somebody from Japan about the difference between an imagined performance and the actual event: that was a big ‘opening’ for us. Libidot: How does Taoist ritual affect your actual relationship and your sex life? Genant: Taoism is about making a commitment to a partner, cutting through random animal attractions and irritations. Artificial seduction rituals fall apart after a couple of days. In our performance, there was no extended foreplay or afterplay, just an abstention of climax. Before the climax dissipated, our bodies recharged with energy and returned to remembering moments of enjoyment, each time a little more quickly. I got an energy charge from top to toe and by the time I wanted to surrender and come completely, my bodily cells had been exposed to a routine pattern. Abstention then is like a coitus interruptus, a spectacular thing to feel from a partner whom you love. The numbers 8 and 64 are magical. I felt the symbolism of an alchemical wedding as we tuned into the mantra of a fully controlled electronic network. It felt like deafening energy, rather than lust or an act of procreation. The effect of this was very rewarding and, afterwards, we lingered in a state of creative sexual energy for a week. When we arrived home we were free to do whatever we wanted and let the holy juices flow. We realized love was a blessing. We made love day after day and gave energy to each other, as if we were in love for the first time. Sweet monogamic love, we embraced and worshipped her. (Interview translated into English by Katrien Jacobs) Works Cited Artp*rn. Irotic Manifesto. Unpublished document, 5 Stigter, Bianca. “Een Hobby als Vissen”. NRC Handelsblad, 5 July 2002 (author’s own translation) Stigter, Bianca. “Een Hobby als Vissen, NRC Handelsblad, 5 July 2002 (author’s own translation) To order Zoot and Genant’s 8x8x72 f*cking Retreat on CD-Rom, look for their artist profile on http://www.depraktijk.nl Zoot and Genant can be contacted at zootengenant@newyork.com Links mailto:zootengenant@newyork.com http://www.depraktijk.nl Citation reference for this article Substitute your date of access for Dn Month Year etc... MLA Style (a.k.a Libidot), Katrien Jacobs. "‘Streaming Physical Love’" M/C: A Journal of Media and Culture 5.6 (2002). Dn Month Year < http://www.media-culture.org.au/0211/streamingphysicallove.php>. APA Style (a.k.a Libidot), K. J., (2002, Nov 20). ‘Streaming Physical Love’. M/C: A Journal of Media and Culture, 5,(6). Retrieved Month Dn, Year, from http://www.media-culture.org.au/0211/streamingphysicallove.html

Abstract:

IntroductionFood Studies is a relatively recent area of research enquiry in Australia and Magazine Studies is even newer (Le Masurier and Johinke), with the consequence that Australian culinary magazines are only just beginning to be investigated. Moreover, although many major libraries have not thought such popular magazines worthy of sustained collection (Fox and Sornil), considering these publications is important. As de Certeau argues, it can be of considerable consequence to identify and analyse everyday practices (such as producing and reading popular magazines) that seem so minor and insignificant as to be unworthy of notice, as these practices have the ability to affect our lives. It is important in this case as these publications were part of the post-war gastronomic environment in Australia in which national tastes in domestic cookery became radically internationalised (Santich). To further investigate Australian magazines, as well as suggesting how these cosmopolitan eating habits became more widely embraced, this article will survey the various ways in which the idea of “abroad” is expressed in one Australian culinary serial from the post-war period, Australian Wines & Food Quarterly magazine, which was published from 1956 to 1960. The methodological approach taken is an historically-informed content analysis (Krippendorff) of relevant material from these magazines combined with germane media data (Hodder). All issues in the serial’s print run have been considered.Australian Post-War Culinary PublishingTo date, studies of 1950s writing in Australia have largely focused on literary and popular fiction (Johnson-Wood; Webby) and literary criticism (Bird; Dixon; Lee). There have been far fewer studies of non-fiction writing of any kind, although some serial publications from this time have attracted some attention (Bell; Lindesay; Ross; Sheridan; Warner-Smith; White; White). In line with studies internationally, groundbreaking work in Australian food history has focused on cookbooks, and includes work by Supski, who notes that despite the fact that buying cookbooks was “regarded as a luxury in the 1950s” (87), such publications were an important information source in terms of “developing, consolidating and extending foodmaking knowledge” at that time (85).It is widely believed that changes to Australian foodways were brought about by significant post-war immigration and the recipes and dishes these immigrants shared with neighbours, friends, and work colleagues and more widely afield when they opened cafes and restaurants (Newton; Newton; Manfredi). Although these immigrants did bring new culinary flavours and habits with them, the overarching rhetoric guiding population policy at this time was assimilation, with migrants expected to abandon their culture, language, and habits in favour of the dominant British-influenced ways of living (Postiglione). While migrants often did retain their foodways (Risson), the relationship between such food habits and the increasingly cosmopolitan Australian food culture is much more complex than the dominant cultural narrative would have us believe. It has been pointed out, for example, that while the haute cuisine of countries such as France, Italy, and Germany was much admired in Australia and emulated in expensive dining (Brien and Vincent), migrants’ own preference for their own dishes instead of Anglo-Australian choices, was not understood (Postiglione). Duruz has added how individual diets are eclectic, “multi-layered and hybrid” (377), incorporating foods from both that person’s own background with others available for a range of reasons including availability, cost, taste, and fashion. In such an environment, popular culinary publishing, in terms of cookbooks, specialist magazines, and recipe and other food-related columns in general magazines and newspapers, can be posited to be another element contributing to this change.Australian Wines & Food QuarterlyAustralian Wines & Food Quarterly (AWFQ) is, as yet, a completely unexamined publication, and there appears to be only three complete sets of this magazine held in public collections. It is important to note that, at the time it was launched in the mid-1950s, food writing played a much less significant part in Australian popular publishing than it does today, with far fewer cookbooks released than today, and women’s magazines and the women’s pages of newspapers containing only small recipe sections. In this environment, a new specialist culinary magazine could be seen to be timely, an audacious gamble, or both.All issues of this magazine were produced and printed in, and distributed from, Melbourne, Australia. Although no sales or distribution figures are available, production was obviously a struggle, with only 15 issues published before the magazine folded at the end of 1960. The title of the magazine changed over this time, and issue release dates are erratic, as is the method in which volumes and issues are numbered. Although the number of pages varied from 32 up to 52, and then less once again, across the magazine’s life, the price was steadily reduced, ending up at less than half the original cover price. All issues were produced and edited by Donald Wallace, who also wrote much of the content, with contributions from family members, including his wife, Mollie Wallace, to write, illustrate, and produce photographs for the magazine.When considering the content of the magazine, most is quite familiar in culinary serials today, although AWFQ’s approach was radically innovative in Australia at this time when cookbooks, women’s magazines, and newspaper cookery sections focused on recipes, many of which were of cakes, biscuits, and other sweet baking (Bannerman). AWFQ not only featured many discursive essays and savory meals, it also featured much wine writing and review-style content as well as information about restaurant dining in each issue.Wine-Related ContentWine is certainly the most prominent of the content areas, with most issues of the magazine containing more wine-related content than any other. Moreover, in the early issues, most of the food content is about preparing dishes and/or meals that could be consumed alongside wines, although the proportion of food content increases as the magazine is published. This wine-related content takes a clearly international perspective on this topic. While many articles and advertisem*nts, for example, narrate the long history of Australian wine growing—which goes back to early 19th century—these articles argue that Australia's vineyards and wineries measure up to international, and especially French, examples. In one such example, the author states that: “from the earliest times Australia’s wines have matched up to world standard” (“Wine” 25). This contest can be situated in Australia, where a leading restaurant (Caprice in Sydney) could be seen to not only “match up to” but also, indeed to, “challenge world standards” by serving Australian wines instead of imports (“Sydney” 33). So good, indeed, are Australian wines that when foreigners are surprised by their quality, this becomes newsworthy. This is evidenced in the following excerpt: “Nearly every English businessman who has come out to Australia in the last ten years … has diverted from his main discussion to comment on the high quality of Australian wine” (Seppelt, 3). In a similar nationalist vein, many articles feature overseas experts’ praise of Australian wines. Thus, visiting Italian violinist Giaconda de Vita shows a “keen appreciation of Australian wines” (“Violinist” 30), British actor Robert Speaight finds Grange Hermitage “an ideal wine” (“High Praise” 13), and the Swedish ambassador becomes their advocate (Ludbrook, “Advocate”).This competition could also be located overseas including when Australian wines are served at prestigious overseas events such as a dinner for members of the Overseas Press Club in New York (Australian Wines); sold from Seppelt’s new London cellars (Melbourne), or the equally new Australian Wine Centre in Soho (Australia Will); or, featured in exhibitions and promotions such as the Lausanne Trade Fair (Australia is Guest;“Wines at Lausanne), or the International Wine Fair in Yugoslavia (Australia Wins).Australia’s first Wine Festival was held in Melbourne in 1959 (Seppelt, “Wine Week”), the joint focus of which was the entertainment and instruction of the some 15,000 to 20,000 attendees who were expected. At its centre was a series of free wine tastings aiming to promote Australian wines to the “professional people of the community, as well as the general public and the housewife” (“Melbourne” 8), although admission had to be recommended by a wine retailer. These tastings were intended to build up the prestige of Australian wine when compared to international examples: “It is the high quality of our wines that we are proud of. That is the story to pass on—that Australian wine, at its best, is at least as good as any in the world and better than most” (“Melbourne” 8).There is also a focus on promoting wine drinking as a quotidian habit enjoyed abroad: “We have come a long way in less than twenty years […] An enormous number of husbands and wives look forward to a glass of sherry when the husband arrives home from work and before dinner, and a surprising number of ordinary people drink table wine quite un-selfconsciously” (Seppelt, “Advance” 3). However, despite an acknowledged increase in wine appreciation and drinking, there is also acknowledgement that this there was still some way to go in this aim as, for example, in the statement: “There is no reason why the enjoyment of table wines should not become an Australian custom” (Seppelt, “Advance” 4).The authority of European experts and European habits is drawn upon throughout the publication whether in philosophically-inflected treatises on wine drinking as a core part of civilised behaviour, or practically-focused articles about wine handling and serving (Keown; Seabrook; “Your Own”). Interestingly, a number of Australian experts are also quoted as stressing that these are guidelines, not strict rules: Crosby, for instance, states: “There is no ‘right wine.’ The wine to drink is the one you like, when and how you like it” (19), while the then-manager of Lindemans Wines is similarly reassuring in his guide to entertaining, stating that “strict adherence to the rules is not invariably wise” (Mackay 3). Tingey openly acknowledges that while the international-style of regularly drinking wine had “given more dignity and sophistication to the Australian way of life” (35), it should not be shrouded in snobbery.Food-Related ContentThe magazine’s cookery articles all feature international dishes, and certain foreign foods, recipes, and ways of eating and dining are clearly identified as “gourmet”. Cheese is certainly the most frequently mentioned “gourmet” food in the magazine, and is featured in every issue. These articles can be grouped into the following categories: understanding cheese (how it is made and the different varieties enjoyed internationally), how to consume cheese (in relation to other food and specific wines, and in which particular parts of a meal, again drawing on international practices), and cooking with cheese (mostly in what can be identified as “foreign” recipes).Some of this content is produced by Kraft Foods, a major advertiser in the magazine, and these articles and recipes generally focus on urging people to eat more, and varied international kinds of cheese, beyond the ubiquitous Australian cheddar. In terms of advertorials, both Kraft cheeses (as well as other advertisers) are mentioned by brand in recipes, while the companies are also profiled in adjacent articles. In the fourth issue, for instance, a full-page, infomercial-style advertisem*nt, noting the different varieties of Kraft cheese and how to serve them, is published in the midst of a feature on cooking with various cheeses (“Cooking with Cheese”). This includes recipes for Swiss Cheese fondue and two pasta recipes: spaghetti and spicy tomato sauce, and a so-called Italian spaghetti with anchovies.Kraft’s company history states that in 1950, it was the first business in Australia to manufacture and market rindless cheese. Through these AWFQ advertisem*nts and recipes, Kraft aggressively marketed this innovation, as well as its other new products as they were launched: mayonnaise, cheddar cheese portions, and Cracker Barrel Cheese in 1954; Philadelphia Cream Cheese, the first cream cheese to be produced commercially in Australia, in 1956; and, Coon Cheese in 1957. Not all Kraft products were seen, however, as “gourmet” enough for such a magazine. Kraft’s release of sliced Swiss Cheese in 1957, and processed cheese slices in 1959, for instance, both passed unremarked in either the magazine’s advertorial or recipes.An article by the Australian Dairy Produce Board urging consumers to “Be adventurous with Cheese” presented general consumer information including the “origin, characteristics and mode of serving” cheese accompanied by a recipe for a rich and exotic-sounding “Wine French Dressing with Blue Cheese” (Kennedy 18). This was followed in the next issue by an article discussing both now familiar and not-so familiar European cheese varieties: “Monterey, Tambo, Feta, Carraway, Samsoe, Taffel, Swiss, Edam, Mozzarella, Pecorino-Romano, Red Malling, Cacio Cavallo, Blue-Vein, Roman, Parmigiano, Kasseri, Ricotta and Pepato” (“Australia’s Natural” 23). Recipes for cheese fondues recur through the magazine, sometimes even multiple times in the same issue (see, for instance, “Cooking With Cheese”; “Cooking With Wine”; Pain). In comparison, butter, although used in many AWFQ’s recipes, was such a common local ingredient at this time that it was only granted one article over the entire run of the magazine, and this was largely about the much more unusual European-style unsalted butter (“An Expert”).Other international recipes that were repeated often include those for pasta (always spaghetti) as well as mayonnaise made with olive oil. Recurring sweets and desserts include sorbets and zabaglione from Italy, and flambéd crepes suzettes from France. While tabletop cooking is the epitome of sophistication and described as an international technique, baked Alaska (ice cream nestled on liquor-soaked cake, and baked in a meringue shell), hailing from America, is the most featured recipe in the magazine. Asian-inspired cuisine was rarely represented and even curry—long an Anglo-Australian staple—was mentioned only once in the magazine, in an article reprinted from the South African The National Hotelier, and which included a recipe alongside discussion of blending spices (“Curry”).Coffee was regularly featured in both articles and advertisem*nts as a staple of the international gourmet kitchen (see, for example, Bancroft). Articles on the history, growing, marketing, blending, roasting, purchase, percolating and brewing, and serving of coffee were common during the magazine’s run, and are accompanied with advertisem*nts for Bushell’s, Robert Timms’s and Masterfoods’s coffee ranges. AWFQ believed Australia’s growing coffee consumption was the result of increased participation in quality internationally-influenced dining experiences, whether in restaurants, the “scores of colourful coffee shops opening their doors to a new generation” (“Coffee” 39), or at home (Adams). Tea, traditionally the Australian hot drink of choice, is not mentioned once in the magazine (Brien).International Gourmet InnovationsAlso featured in the magazine are innovations in the Australian food world: new places to eat; new ways to cook, including a series of sometimes quite unusual appliances; and new ways to shop, with a profile of the first American-style supermarkets to open in Australia in this period. These are all seen as overseas innovations, but highly suited to Australia. The laws then controlling the service of alcohol are also much discussed, with many calls to relax the licensing laws which were seen as inhibiting civilised dining and drinking practices. The terms this was often couched in—most commonly in relation to the Olympic Games (held in Melbourne in 1956), but also in relation to tourism in general—are that these restrictive regulations were an embarrassment for Melbourne when considered in relation to international practices (see, for example, Ludbrook, “Present”). This was at a time when the nightly hotel closing time of 6.00 pm (and the performance of the notorious “six o’clock swill” in terms of drinking behaviour) was only repealed in Victoria in 1966 (Luckins).Embracing scientific approaches in the kitchen was largely seen to be an American habit. The promotion of the use of electricity in the kitchen, and the adoption of new electric appliances (Gas and Fuel; Gilbert “Striving”), was described not only as a “revolution that is being wrought in our homes”, but one that allowed increased levels of personal expression and fulfillment, in “increas[ing] the time and resources available to the housewife for the expression of her own personality in the management of her home” (Gilbert, “The Woman’s”). This mirrors the marketing of these modes of cooking and appliances in other media at this time, including in newspapers, radio, and other magazines. This included features on freezing food, however AWFQ introduced an international angle, by suggesting that recipe bases could be pre-prepared, frozen, and then defrosted to use in a range of international cookery (“Fresh”; “How to”; Kelvinator Australia). The then-new marvel of television—another American innovation—is also mentioned in the magazine ("Changing concepts"), although other nationalities are also invoked. The history of the French guild the Confrerie de la Chaine des Roitisseurs in 1248 is, for instance, used to promote an electric spit roaster that was part of a state-of-the-art gas stove (“Always”), and there are also advertisem*nts for such appliances as the Gaggia expresso machine (“Lets”) which draw on both Italian historical antecedence and modern science.Supermarket and other forms of self-service shopping are identified as American-modern, with Australia’s first shopping mall lauded as the epitome of utopian progressiveness in terms of consumer practice. Judged to mark “a new era in Australian retailing” (“Regional” 12), the opening of Chadstone Regional Shopping Centre in suburban Melbourne on 4 October 1960, with its 83 tenants including “giant” supermarket Dickens, and free parking for 2,500 cars, was not only “one of the most up to date in the world” but “big even by American standards” (“Regional” 12, italics added), and was hailed as a step in Australia “catching up” with the United States in terms of mall shopping (“Regional” 12). This shopping centre featured international-styled dining options including Bistro Shiraz, an outdoor terrace restaurant that planned to operate as a bistro-snack bar by day and full-scale restaurant at night, and which was said to offer diners a “Persian flavor” (“Bistro”).ConclusionAustralian Wines & Food Quarterly was the first of a small number of culinary-focused Australian publications in the 1950s and 1960s which assisted in introducing a generation of readers to information about what were then seen as foreign foods and beverages only to be accessed and consumed abroad as well as a range of innovative international ideas regarding cookery and dining. For this reason, it can be posited that the magazine, although modest in the claims it made, marked a revolutionary moment in Australian culinary publishing. As yet, only slight traces can be found of its editor and publisher, Donald Wallace. The influence of AWFQ is, however, clearly evident in the two longer-lived magazines that were launched in the decade after AWFQ folded: Australian Gourmet Magazine and The Epicurean. Although these serials had a wider reach, an analysis of the 15 issues of AWFQ adds to an understanding of how ideas of foods, beverages, and culinary ideas and trends, imported from abroad were presented to an Australian readership in the 1950s, and contributed to how national foodways were beginning to change during that decade.ReferencesAdams, Jillian. “Australia’s American Coffee Culture.” Australian Journal of Popular Culture 2.1 (2012): 23–36.“Always to Roast on a Turning Spit.” The Magazine of Good Living: Australian Wines and Food 4.2 (1960): 17.“An Expert on Butter.” The Magazine of Good Living: The Australian Wine & Food 4.1 (1960): 11.“Australia Is Guest Nation at Lausanne.” The Magazine of Good Living: Australian Wines and Food 4.2 (1960): 18–19.“Australia’s Natural Cheeses.” The Magazine of Good Living: The Australian Wine & Food 4.1 (1960): 23.“Australia Will Be There.” The Magazine of Good Living: Australian Wines and Food 4.2 (1960): 14.“Australian Wines Served at New York Dinner.” Australian Wines & Food Quarterly 1.5 (1958): 16.“Australia Wins Six Gold Medals.” Australian Wines & Food: The Magazine of Good Living 2.11 (1959/1960): 3.Bancroft, P.A. “Let’s Make Some Coffee.” The Magazine of Good Living: The Australian Wine & Food 4.1 (1960): 10. 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Abstract:

Susanne Bier and David Farr’s 2016 television adaptation of John le Carré’s novel The Night Manager (“Manager”) indexes the resilience of traditional Christian misogyny in contemporary British-American media. In the first episode of the series, Sophie (Aure Atika)’s partner Freddie Hamid (David Avery) brutally beats her. In the subsequent scene, despite her scars, Sophie has a sex scene with the eponymous night manager Pine (Tom Hiddlestone). Sophie’s eye socket and the left side of her face bear fresh bruises and wounds throughout the sex scene. And in the sixth and final episode, Pine and Jed (Elizabeth Debicki) have sex after she has been tortured at length by her partner Roper’s (Hugh Laurie) henchman, at Roper’s request. Jed’s neck, face, and arms bear bruises from the torture.These sex scenes function as a space of revelation. I interpret the women’s wounds and injuries alongside a feminist-critical tradition of reading noir on screen. Inaugurated by Ann Kaplan’s 1978 Women in Film Noir, many feminist commentators have since made the claim that women in noir achieve a peculiar significance, and their key scenes a subversive meaning; “in excess of” their punitive treatment within the narrative (Kaplan 5; Harvey 31; Tasker Working Girls 117). My reading emphasizes a tension between Manager’s patriarchal narrative framing and these two sex scenes that I argue disrupt and subvert the former.That Sophie and Jed are brutalised by their partners does not tell us much: it is a routine expectation in British-American film and television that “bad guys” are tough on “their” chicks. It is only after these violent encounters with their partners, when the women share “romantic” moments with Pine, that the text’s patriarchal entitlement is laid bare (“revelation” stems from Late Latin revelare to “lay bare”). Forgetting about their cuts, injuries and bruises, they desire Pine, remove their clothes, and are stimulated, stimulating, pleasuring, and pleasured. Director Bier and writer Farr assume that a 2016 British and American audience will (i) find these encounters between Sophie and Pine, and Pine and Jed, to be romantic and tender; and also (ii) find Pine’s behavior consistent with that of a “savior”. These expectations regarding audience complicity are truly revelatory.Sophie and Jed’s wounds constitute a space of revelation: the wounds are in excess of, and spill over, the patriarchal narrative framing. Their wounds indicate that the narrative has approached a moment of excessive patriarchal entitlement—emphasising extreme power imbalances between Pine and the women—and break through the narrative framing and encourage feminist enquiry. I use feminist legal theorist Catharine MacKinnon’s theory of consent to argue that, given this blatant power inequity, it could be interpreted the characters have different perspectives of the sexual act and it is questionable whether the women are in fact consenting (182).Critical ReceptionAcademic engagement with John le Carré’s well-respected espionage novels continues to emerge, including the books of Myron Aronoff, Tony Barley, Matthew Bruccoli and Judith Baughman, John Cobbs, David Monaghan, Peter Lewis and Peter Wolfe. There are a small number of academic commentaries exploring the screen adaptations of his novels, including Eric Morgan’s “whor*s and Angels” and Geraint D’Arcy’s “Essentially, Another Man’s Woman”. Unfortunately, there are almost no academic commentaries on Manager, with the exception of Gunhild Agger’s “Geopolitical Location and Plot in The Night Manager”, and none that focus on the handling of gender themes within it.However, there are abundant mainstream media articles and reviews of Manager. I randomly selected seven of these articles and reviews in order to gauge the response to these sex scenes within a 2016 British-American media community. I looked at articles and reviews by Hal Boedeker, Caitlin Flynn, Tim Goodman, Jeff Jensen, Tom Lamont, Jasper Rees, and Claire Webb. None of the articles mention the theme of “gender” or note the gendered violence in the series. The reviews are complicit with the patriarchal narrative framing, and introduce Sophie and Jed in terms of their physical appearances and in their relation to principal male characters. “Beautiful and pale” Jed is “girlfriend of Bogeyman arms dealer” (Jensen), and is also referred to as “Roper’s long-legged trophy girlfriend” (Rees). Sophie, in a “sultry brunette corner” is a “tempting, tragic damsel-in-distress” (Rees) and “arouses Pine” (Jensen). However, reviewers describe the character Burr (who is male in the novel but played by Olivia Colman in the series) with greater dignity and detail. Introducing the character Sophie (Aure Atika), reviewer Tom Goodman does not refer to her by character or actress name despite the fact he introduces male characters by both. Instead, Sophie is a “beautiful connected woman” and is subsequently referred to as “the woman” (Goodman). This anonymity of Sophie as character, and Atika as actor, indexes the Christian misogyny in operation here: in Genesis, Adam only names Eve after the fall of man (New International Version, Gen. 3:20). Goodman’s textual erasure supports Sophie’s vulnerability and expendability within the narrative logic. Indeed, the reviews recapitulate stock noir themes, suggesting that the women are seductively manipulative: Goodman implies that both Bier and Debicki both deploy beauty so as to distract or beguile (Goodman), and Jensen notes that the women are “sultry with danger” (Jensen).Commentators and reviewers have likened Manager, with good reason, to screen adaptations of Ian Fleming’s James Bond novels. This is a useful comparison for the purposes of clarifying my own analytical approach. Lisa Funnell and Klaus Dodds’s Geographies, Genders and Geopolitics of James Bond, endorse a feminist geopolitical sensibility that audits which bodies are vulnerable, and which are disposable (14). Bond, like Manager’s Pine, is fundamentally privileged and invulnerable (14). Their account of Bond also describes Pine: “white, cis-gender, middle-class, heterosexual, able-bodied… British, attended Cambridge… he can move, act, and perform; gain access to places, spaces and resources” (1). Sophie’s vulnerability counterpoints Pine’s privilege. Against Pine’s athletic form and blond features stands the “foreign” Sophie, iterated through an emphasis on her dark features, silk dresses (that reference kaftans), and accented language (she delivers English language lines with a strong accent and discloses to Pine that she has tried to “Anglicise” her identity and has changed name). Sophie’s social and financial precarity seems behind her decision to become the mistress of violent gangster Freddie Hamid (in “Episode One” Sophie explains that Hamid “owns her”). By the end of this episode Hamid has violently beaten her then later murdered her. And even though the character Jed is white and American, it is implied that financial necessity is behind her choice of Richard Roper as partner. Jed is violently tortured and beaten in “Episode Six”.Funnell and Dodds also note Bond’s capacity to sexually satisfy women as a key dimension of his hegemonic masculinity (1). In Manager, the spectator is presumed complicit with the narrative framing and is expected to uncritically accept Pine’s extreme desirability to women. The assumption of Pine’s sexiness and sexual competency together constitute his entitlement, made clear in sex scenes between him and Sophie, and him and Jed. These sex scenes follow events of gendered violence and I raise the possibility that they also constitute instances of gendered violence.Noir Feminine ArchetypesReviewers have pointed out that Manager engages with the noir tradition (Jensen). Sophie and Jed are both “fallen” women, reflecting the Christian heritage of the noir tradition, though incarnate different noir archetypes (Allen 6). Mysterious and seductive Sophie emerges as a femme fatale in the first episode: the dark and seductive girlfriend of gangster Freddie Hamid, Sophie entrusts Pine with delicate and dangerous information, leading him into a dark world. In Milton’s Paradise Lost, the snake convinces Eve that the fruit does not bring death but instead knowledge. Eve wishes to share this knowledge with her partner “but keep the odds of knowledge in my power / without co-partner?” ultimately precipitating the fall of Adam and mankind (Milton 818). Sophie shares information regarding Hamid and Roper’s illegal arms deal with Pine. There are two transgressions on her part: she shares her partner’s confidential information with Pine and then has an affair with him. Hamid murders Sophie for the betrayals. However, Sophie’s murder does not erase her narrative significance: the event motivates protagonist Pine in his chief quest to ‘bring Roper down’, and as Boedeker concurs, the narrative’s action is “driven by this event”. Indeed, Yvonne Tasker notes the dual function of the femme fatale: she is both “an archetype which suggests an equation between female sexuality, death and danger” and also “functions as the vibrant centre of the narrative” (Tasker 117).Pine’s later love interest Jed is an example of the more complicated “good-bad girl” noir type, as Andrew Spicer has usefully coined it (92). The “good-bad girl” occupies a morally ambiguous space between the (dangerously sexy) femme fatale and (fundamentally decent) “girl-next-door” (Spicer 92). Both “good” and “bad”, Jed is unmarried but living with villain Roper, whom she has presumably selected out of economic necessity; she is a mother, but this does not bestow her with maternal legitimacy as she keeps her son a secret and is physically remote from him. Jed finds “real love” with Pine and betrays Roper in assisting Pine’s espionage plot. Roper’s henchman punishes Jed for the betrayal (in the torture scene Roper laments “I saw how you looked at him last night”; “Episode 6”).Despite the routine sexism and punitive thrust of the noir narrative, the women’s “romantic” sex scenes with Pine are laden with subversive significance. In her analysis of women in noir, Sylvia Harvey argues:Despite the ritual punishment of acts of transgression, the vitality with which these acts are endowed produces an excess of meaning which cannot finally be contained. Narrative resolutions cannot recuperate their subversive significance. (31)The visibility of Sophie and Jed’s wounds throughout their respective sex scenes with Pine signals an excessive patriarchal entitlement that disrupts the narrative logic and invites us to question the women’s perspectives. My analysis of the scenes is informed by feminist legal theorist Catharine MacKinnon’s argument that under unequal power relations consent is fraught, if not impossible (180). MacKinnon argues that women’s beliefs and reactions are shaped by power inequality, including the threat of male violence, economic dependence, and need (175).Analysis of Sophie and Pine’s InteractionsI first analyse Sophie’s dialogue because I seek to demonstrate that there is a communication breakdown in play: Sophie is asking Pine for help and safety while Pine thinks she is seducing him. Sophie’s verbal exchanges with Pine can be read in two different ways: (i) according to the patriarchal narrative framing (the spectator is positioned alongside Pine, seeing Sophie as scopophilic object); or (ii) from a feminist perspective that takes Sophie’s situation and perspective into account (Mulvey 835-36). Sophie’s language is legible as flirtation. If we are uncritically complicit with the narrative framing, Sophie is usually trying to arrange time alone with Pine because she desires him. However, if we emphasise Sophie’s perspective, she is asking for privacy, discretion, and help to stay alive (and to save the lives of others too, given that she is foiling an arms deal). Catharine MacKinnon’s observation that “men are systematically conditioned not even to notice what women want” plays out elegantly in the scenes between Pine and Sophie (181). Pine manages to discern that Sophie needs some sort of help, but shows no regard for her perspective or the significant power inequality between the two of them. From their earliest interaction in “Episode One” Sophie addresses Pine in a flirtatious way. In an audacious request, although it is ‘below’ his duties as manager she insists he make her a coffee and cheekily demands he sit with her while she drinks it. Their interaction is a standard flirtatious tête-à-tête, entailing the playful query “what do you [Pine] know of me?” Sophie begs Pine to copy some documents for her in his office even though he points out that his colleague performs such duties. Sophie suggestively demands “I would prefer to use your office”. It seems that by insisting on time alone with him, Sophie’s goal is that Pine does the task, rather than the task be done per se. However, it promptly transpires that Sophie sought a private location in order to share classified information with him, having noted at an earlier date Pine’s friendship with a British diplomat. She asks him to “hold onto” the documents “in case something happens to her”.Pine nonetheless passes on these classified documents to this contact.Sophie and Pine’s next interaction follows a similar pattern: she rings him from her hotel room and asks him to bring her a scotch. He suggests alternative ways she can procure a drink, yet she confirms the real object of her desire (“I want you”). Pine smirks as he approaches her room. Sophie’s declaration appears as (i) a desirous statement and invitation to come to her room for sex but it is in fact (ii) a demand that Pine (specifically) comes to her room, because she wants to know with whom he shared the documents and to reveal to him the injuries she received as a punishment for his leak.After realising the danger he has put her in, Pine takes her to a remote house to secure her safety. Once inside, she implores “why do you sit so far away?” which sounds like a request for closeness, perhaps even that he touch her. Yet the extent of her desired proximity, and the nature of the touch she requests, can be interpreted in (at least) two ways. Certainly, Pine believes that she desires sexual intercourse with him. The spectator is meant to interpret this request along those lines by virtue of Atika’s seductive delivery. Pine explains that he sits with distance “out of respect” and Sophie teases “is that why you came all the way here, to respect me?” This remark reveals Sophie’s assumption that Pine’s assistance has been transactional (help in exchange for sex) and the content indicates the kind of sex she assumes he expects (“disrespectful” sex, or at least sex that playfully skirts the boundaries of respect). In a declaration that stands up as a positive affirmation of consent under British and American law, Sophie announces: “I want one of your many selves to sleep with me tonight.”From a freshly bruised eye socket, Sophie lovingly stares at Pine. Extra-diegetic strings instruct us that the moment is romantic. Pine strokes the (unbruised side) side of her face. Could her question “why do you sit so far away?” have been a request that he sit near her, place an arm around her shoulder, hold her hand, stroke her forehead, perhaps even tend to her wounds? Might the request that he “sleep with [her] tonight” have been a request that he sleep in the cottage, albeit on the floor?Sophie and Pine are subsequently displayed naked, limbs entangled. A new shot, a close-up of the right side of her face, displays a scab atop her eyebrow, a deeply bruised eye socket, further bruises down her cheeks, and a split lip. The muscular, broad Pine is atop Sophie and thrusting; Sophie’s split lip smiles in ecstasy and gratitude. A post-coital shot follows: she stares lovingly down at him with her facial injuries on full display, her dark eyes stare into his lucid green. Pine asks Sophie’s “real name”. Samira recounts that she changed her name to Sophie in order to “be more Western”. The power inequality is manifest on gendered, cultural, social, and physical lines: in order to advance her social position, Samira has sought to Anglicise herself and partnered with a violent (though influential) criminal (who has recently brutalised her). Her life is in danger, she is (depicted as) dark and foreign and ostensibly has no social or support network (is isolated enough to appeal to a hotel manager for help). Meanwhile, Pine is Western university-educated, a spectacle of white male athletic privilege, and has elite connections with British intelligence.Catharine MacKinnnon argues that consent is only a meaningful option if the parties are equally powerful (174). Sophie’s extreme vulnerability renders their situations patently unequal. As MacKinnon argues “when perspective is bound up with situation, and [that] situation is unequal, whether or not a contested interaction is authoritatively considered rape comes down to whose meaning wins” (182). I do not argue that Pine rapes Sophie per se. However, the revealing of Sophie’s injuries efficiently articulates the power inequality in their situations and thus problematises a straightforward assumption of her consent. MacKinnon’s argues that rape occurs “somewhere between” the following three factors (182). First, “what the woman actually wanted” (Sophie wanted to save the lives of others (by foiling an arms deal) and not die for the breach). Second, “what she was able to express about what she wanted” (class/gender/race power dynamics may have frustrated Sophie’s ability to articulate her needs and might have motivated her sexually suggestive tenor). Third, “what the man comprehended she wanted” (Pine assumes that Sophie, like all women, sexually desire him).Analysis of Jed and Pine’s InteractionsThe injustice of Pine and Sophie’s sexual encounter finds its counterpart in Pine’s sexual encounter with Jed in the final episode of the series (“Episode Six”). Roper discovers that Jed has given a third party (Pine and his colleagues) access to his private (incriminating) files. Roper instructs his henchman to torture Jed until she identifies this third party. The henchman holds Jed by the back of her neck and dunks her head repeatedly into bathwater. The camera reveals deep bruises on her arms. Jed refuses to identify her beloved (Pine) as the ‘rat’, yet the astute Roper nevertheless surmises “you must care deeply about the person you are protecting”.Alas, the dominant narrative must go on: Roper and Pine attend to an arms deal; the deal fails because Pine has set Roper up to appear as though he has robbed the buyers (and so on). Burr and Pine’s mission to “bring down” Roper has been completed. I keep wondering what Roper’s henchman has been doing to Jed during this “men’s business”. Alas, after Pine has completed the job, we encounter Jed again. She is in bed, her limbs entangled with Pine’s. The camera positioning and shot sequencing are almost identical to the sex scene between Pine and Sophie in “Episode One”. A medium close-up from the left reveals Pine thrusting atop Jed. Through pale moonlight the viewer discerns injures on Jed’s face and chin.The morning after this (brief) sex scene, Pine and Jed discuss her imminent departure (“home” to New York, to be reunited with her son). Debicki’s performance is tremendously tender: her lip trembles, her voice shakes as she swallows tears. Jed is sad because she is bidding Pine farewell, and, as she verbalises to Pine, she is nervous about whether her son will “recognise her”. Does Jed’s torture also give her grounds to weep and tremble? Ever a gentleman, Pine clasps her hand, and while marching her to her taxi, we see more bruises atop her left arm.I am also not arguing that Pine raped Jed. Yet given what Jed had endured earlier that day – torture by drowning, as commissioned and witnessed by her own partner – was sexual intercourse what she desired or needed? The visibility of Jed’s injuries throughout the sex scene marks an apotheosis of patriarchal entitlement. Might a fraternal or (even remedial) touch have been Pine’s first priority? Does Jed need a hug? Does she need ice? Had Pine been educated or socialised in a different tradition, one remotely attuned to what anyone might need after a disastrously traumatic and violent event, he might not have found penetrative sex an appropriate remedy. Pine’s absolute security in his own sexual desirability meant that he found the activity suitable, yet her injuries break my blind faith in his sexiness. I wish to raise the possibility that intercourse after this event might have compounded the violent events Jed endured that day. Contrary to the narrative’s implication, penetrative intercourse (even with Tom Hiddleston) might not heal Sophie or Jed’s wounds.ConclusionI am not a humourless feminist immune to the entertaining (and often entertainingly preposterous) dimensions of the spy and action genre. In fact, I enthusiastically await subsequent screen adaptations of le Carré’s work and the next Bond instalment. This is not a call to “cancel” a genre, text, director or writer. Biblically, a “revelation” has always instructed humans on how to live in this life. These sex scenes do not merely lay bare extreme patriarchal entitlement but might instruct directors and writers working within the genre to keep wounds, and wounded women, out of their sex scenes. I think that is a modest request. ReferencesAgger, Gunhild. “Geopolitical Location and Plot in The Night Manager.” Journal of Scandinavian Cinema 7 (2017): 27-42.Allen, Virginia. The Femme Fatale: Erotic Icon. Troy, New York: The Whitston Publishing Company, 1983.Aronoff, Myron. The Spy Novels of John le Carré: Balancing Ethics and Politics. New York: St. Martin’s, 1999.Barley, Tony. Taking Sides: The Fiction of John le Carré. Philadelphia: Open U, 1986.Boedeker, Hal. “‘Night Manager’: Check in for Tom Hiddleston.” Orlando Sentinel, 16 Apr. 2016. 7 June 2020 <https://www.orlandosentinel.com/entertainment/tv-guy/os-night-manager-check-in-for-tom-hiddleston-20160416-story.html>.Bruccoli, Matthew, and Judith Baughman. Conversations with John le Carré. Oxford: U of Mississippi P, 2004.Cobbs, John. Understanding John le Carré. Columbia: U of South Carolina P, 1998.D’arcy, Geraint. “‘Essentially, Another Man’s Woman’: Information and Gender in the Novel and Adaptations of John le Carré’s Tinker Tailor Soldier Spy.” Adaptation 7.3 (2014): 275-90.Funnell, Lisa, and Klaus Dodds. Geographies, Genders and Geopolitics of James Bond. London: Palgrave Macmillan, 2017.Flynn, Caitlin. “Who Is Sophie on ‘The Night Manager’? Aure Atika’s Character Will Drive the Thriller.” Bustle, 20 Apr. 2016. 7 June 2020 <https://www.bustle.com/articles/155498-who-is-sophie-on-the-night-manager-aure-atikas-character-will-drive-the-thriller>. Goodman, Tim. “Critic's Notebook: 'The Night Manager' Glosses over Its Flaws with Beauty and Talent.” Hollywood Reporter, 28 Apr. 2016. 7 June 2020 <https://www.hollywoodreporter.com/bastard-machine/critics-notebook-night-manager-glosses-888648>.Harvey, Sylvia. “Woman’s Place: The Absent Family of Film Noir.” Women in Film Noir. Ed. E. Ann Kaplan. London: British Film Institute, 1980. 30-38.Jackson, Emily. “Catharine MacKinnon and Feminist Jurisprudence: A Critical Appraisal.” Journal of Law and Society 19.2 (1992): 195-213.Jensen, Jeff. “‘The Night Manager’: EW Review.” Entertainment Weekly, 14 Apr. 2016. 7 June 2020 <https://ew.com/article/2016/04/14/the-night-manager-review/>. Kaplan, E. Ann. “Introduction.” Women in Film Noir. Ed. E. Ann Kaplan. London: British Film Institute, 1980. 1-5.Lamont, Tom. “Elizabeth Debicki: ‘We Fought about How Sexy I Should Be’.” The Guardian, 8 Oct. 2016. 7 June 2020 <https://www.theguardian.com/tv-and-radio/2016/oct/08/elizabeth-debicki-fought-a-lot-how-sexy-should-be-the-night-manager>. Lewis, Peter. John le Carré. New York: Ungar, 1985.MacKinnon, Catharine. Towards a Feminist Theory of the State. Cambridge: Harvard UP, 1989.Milton, John. Paradise Lost. Eds. Mary Waldrep and Susan Rattiner. United States: Dover Publications, 2005.Monaghan, David. The Novels of John le Carré: The Art of Survival. Oxford: Basil Blackwell, 1985.———. Smiley’s Circus: A Guide to the Secret World of John le Carré. New York: St. Martin’s, 1986.Morgan, Eric. “whor*s and Angels of Our Striving Selves: The Cold War Films of John le Carré, Then and Now.” Historical Journal of Film, Radio and Television 36.1 (2016): 88-103.Mulvey, Laura. “Visual Pleasure and the Narrative Cinema.” Film Theory and Criticism: Introductory Readings. Eds. Leo Braudy and Marshall Cohen. New York: Oxford UP, 1999. 833-44.The Night Manager. Dir. S. Bier. Screenplay D. Farr. UK/USA: BBC and AMC, 2016.Rees, Jasper. “The Night Manager, Episode 1: Brilliant Event Drama.” The Telegraph, 20 Apr. 2016. 2 June 2020 <http://www.telegraph.co.uk/tv/2016/02/19/the-night-manager-episode-1-event-drama-of-the-highest-calibre/>.Scheppele, Kim. “The Reasonable Woman.” The Responsive Community, Rights and Responsibilities 1.4 (1991): 36–47.Tasker, Yvonne. Working Girls: Gender and Sexuality in Popular Cinema. London: Routledge, 1998.———. “Women in Film Noir.” A Companion to Film Noir. Eds. Andrew Spicer and Helen Hanson. Chichester: Wiley-Blackwell, 2013. 353-68.Sauerberg, Lars Ole. Secret Agents in Fiction. London: Macmillan, 1984.Webb, Claire. “Where to Find the Plush Hotels and Lush Locations in The Night Manager”. Radio Times, 21 Feb. 2016. 2 June 2020 <http://www.radiotimes.com/ news/2016-02-21/where-to-find-the-plush-hotels-and-lush-locations-inthe-night-manager>.Wolfe, Peter. Corridors of Deceit: The World of John le Carré. Madison, WI: Popular P, 1987.

Abstract:

“As the old technologies become automatic and invisible, we find ourselves more concerned with fighting or embracing what’s new”—Dennis Baron, From Pencils to Pixels: The Stage of Literacy Technologies What constitutes a computer, as we have come to expect it? Are they necessarily monolithic “beige boxes”, connected to computer monitors, sitting on computer desks, located in computer rooms or computer labs? In order for a device to be considered a true computer, does it need to have a keyboard and mouse? If this were 1991 or earlier, our collective perception of what computers are and are not would largely be framed by this “beige box” model: computers are stationary, slab-like, and heavy, and their natural habitats must be in rooms specifically designated for that purpose. In 1992, when Apple introduced the first PowerBook, our perception began to change. Certainly there had been other portable computers prior to that, such as the Osborne 1, but these were more luggable than portable, weighing just slightly less than a typical sewing machine. The PowerBook and subsequent waves of laptops, personal digital assistants (PDAs), and so-called smart phones from numerous other companies have steadily forced us to rethink and redefine what a computer is and is not, how we interact with them, and the manner in which these tools might be used in the classroom. However, this reconceptualization of computers is far from over, and is in fact steadily evolving as new devices are introduced, adopted, and subsequently adapted for uses beyond of their original purpose. Pat Crowe’s Book Reader project, for example, has morphed Nintendo’s GameBoy and GameBoy Advance into a viable electronic book platform, complete with images, sound, and multi-language support. (Crowe, 2003) His goal was to take this existing technology previously framed only within the context of proprietary adolescent entertainment, and repurpose it for open, flexible uses typically associated with learning and literacy. Similar efforts are underway to repurpose Microsoft’s Xbox, perhaps the ultimate symbol of “closed” technology given Microsoft’s propensity for proprietary code, in order to make it a viable platform for Open Source Software (OSS). However, these efforts are not forgone conclusions, and are in fact typical of the ongoing battle over who controls the technology we own in our homes, and how open source solutions are often at odds with a largely proprietary world. In late 2001, Microsoft launched the Xbox with a multimillion dollar publicity drive featuring events, commercials, live models, and statements claiming this new console gaming platform would “change video games the way MTV changed music”. (Chan, 2001) The Xbox launched with the following technical specifications: 733mhz Pentium III 64mb RAM, 8 or 10gb internal hard disk drive CD/DVD ROM drive (speed unknown) Nvidia graphics processor, with HDTV support 4 USB 1.1 ports (adapter required), AC3 audio 10/100 ethernet port, Optional 56k modem (TechTV, 2001) While current computers dwarf these specifications in virtually all areas now, for 2001 these were roughly on par with many desktop systems. The retail price at the time was $299, but steadily dropped to nearly half that with additional price cuts anticipated. Based on these features, the preponderance of “off the shelf” parts and components used, and the relatively reasonable price, numerous programmers quickly became interested in seeing it if was possible to run Linux and additional OSS on the Xbox. In each case, the goal has been similar: exceed the original purpose of the Xbox, to determine if and how well it might be used for basic computing tasks. If these attempts prove to be successful, the Xbox could allow institutions to dramatically increase the student-to-computer ratio in select environments, or allow individuals who could not otherwise afford a computer to instead buy and Xbox, download and install Linux, and use this new device to write, create, and innovate . This drive to literally and metaphorically “open” the Xbox comes from many directions. Such efforts include Andrew Huang’s self-published “Hacking the Xbox” book in which, under the auspices of reverse engineering, Huang analyzes the architecture of the Xbox, detailing step-by-step instructions for flashing the ROM, upgrading the hard drive and/or RAM, and generally prepping the device for use as an information appliance. Additional initiatives include Lindows CEO Michael Robertson’s $200,000 prize to encourage Linux development on the Xbox, and the Xbox Linux Project at SourceForge. What is Linux? Linux is an alternative operating system initially developed in 1991 by Linus Benedict Torvalds. Linux was based off a derivative of the MINIX operating system, which in turn was a derivative of UNIX. (Hasan 2003) Linux is currently available for Intel-based systems that would normally run versions of Windows, PowerPC-based systems that would normally run Apple’s Mac OS, and a host of other handheld, cell phone, or so-called “embedded” systems. Linux distributions are based almost exclusively on open source software, graphic user interfaces, and middleware components. While there are commercial Linux distributions available, these mainly just package the freely available operating system with bundled technical support, manuals, some exclusive or proprietary commercial applications, and related services. Anyone can still download and install numerous Linux distributions at no cost, provided they do not need technical support beyond the community / enthusiast level. Typical Linux distributions come with open source web browsers, word processors and related productivity applications (such as those found in OpenOffice.org), and related tools for accessing email, organizing schedules and contacts, etc. Certain Linux distributions are more or less designed for network administrators, system engineers, and similar “power users” somewhat distanced from that of our students. However, several distributions including Lycoris, Mandrake, LindowsOS, and other are specifically tailored as regular, desktop operating systems, with regular, everyday computer users in mind. As Linux has no draconian “product activation key” method of authentication, or digital rights management-laden features associated with installation and implementation on typical desktop and laptop systems, Linux is becoming an ideal choice both individually and institutionally. It still faces an uphill battle in terms of achieving widespread acceptance as a desktop operating system. As Finnie points out in Desktop Linux Edges Into The Mainstream: “to attract users, you need ease of installation, ease of device configuration, and intuitive, full-featured desktop user controls. It’s all coming, but slowly. With each new version, desktop Linux comes closer to entering the mainstream. It’s anyone’s guess as to when critical mass will be reached, but you can feel the inevitability: There’s pent-up demand for something different.” (Finnie 2003) Linux is already spreading rapidly in numerous capacities, in numerous countries. Linux has “taken hold wherever computer users desire freedom, and wherever there is demand for inexpensive software.” Reports from technology research company IDG indicate that roughly a third of computers in Central and South America run Linux. Several countries, including Mexico, Brazil, and Argentina, have all but mandated that state-owned institutions adopt open source software whenever possible to “give their people the tools and education to compete with the rest of the world.” (Hills 2001) The Goal Less than a year after Microsoft introduced the The Xbox, the Xbox Linux project formed. The Xbox Linux Project has a goal of developing and distributing Linux for the Xbox gaming console, “so that it can be used for many tasks that Microsoft don’t want you to be able to do. ...as a desktop computer, for email and browsing the web from your TV, as a (web) server” (Xbox Linux Project 2002). Since the Linux operating system is open source, meaning it can freely be tinkered with and distributed, those who opt to download and install Linux on their Xbox can do so with relatively little overhead in terms of cost or time. Additionally, Linux itself looks very “windows-like”, making for fairly low learning curve. To help increase overall awareness of this project and assist in diffusing it, the Xbox Linux Project offers step-by-step installation instructions, with the end result being a system capable of using common peripherals such as a keyboard and mouse, scanner, printer, a “webcam and a DVD burner, connected to a VGA monitor; 100% compatible with a standard Linux PC, all PC (USB) hardware and PC software that works with Linux.” (Xbox Linux Project 2002) Such a system could have tremendous potential for technology literacy. Pairing an Xbox with Linux and OpenOffice.org, for example, would provide our students essentially the same capability any of them would expect from a regular desktop computer. They could send and receive email, communicate using instant messaging IRC, or newsgroup clients, and browse Internet sites just as they normally would. In fact, the overall browsing experience for Linux users is substantially better than that for most Windows users. Internet Explorer, the default browser on all systems running Windows-base operating systems, lacks basic features standard in virtually all competing browsers. Native blocking of “pop-up” advertisem*nts is still not yet possible in Internet Explorer without the aid of a third-party utility. Tabbed browsing, which involves the ability to easily open and sort through multiple Web pages in the same window, often with a single mouse click, is also missing from Internet Explorer. The same can be said for a robust download manager, “find as you type”, and a variety of additional features. Mozilla, Netscape, Firefox, Konqueror, and essentially all other OSS browsers for Linux have these features. Of course, most of these browsers are also available for Windows, but Internet Explorer is still considered the standard browser for the platform. If the Xbox Linux Project becomes widely diffused, our students could edit and save Microsoft Word files in OpenOffice.org’s Writer program, and do the same with PowerPoint and Excel files in similar OpenOffice.org components. They could access instructor comments originally created in Microsoft Word documents, and in turn could add their own comments and send the documents back to their instructors. They could even perform many functions not yet capable in Microsoft Office, including saving files in PDF or Flash format without needing Adobe’s Acrobat product or Macromedia’s Flash Studio MX. Additionally, by way of this project, the Xbox can also serve as “a Linux server for HTTP/FTP/SMB/NFS, serving data such as MP3/MPEG4/DivX, or a router, or both; without a monitor or keyboard or mouse connected.” (Xbox Linux Project 2003) In a very real sense, our students could use these inexpensive systems previously framed only within the context of entertainment, for educational purposes typically associated with computer-mediated learning. Problems: Control and Access The existing rhetoric of technological control surrounding current and emerging technologies appears to be stifling many of these efforts before they can even be brought to the public. This rhetoric of control is largely typified by overly-restrictive digital rights management (DRM) schemes antithetical to education, and the Digital Millennium Copyright Act (DMCA). Combined,both are currently being used as technical and legal clubs against these efforts. Microsoft, for example, has taken a dim view of any efforts to adapt the Xbox to Linux. Microsoft CEO Steve Ballmer, who has repeatedly referred to Linux as a cancer and has equated OSS as being un-American, stated, “Given the way the economic model works - and that is a subsidy followed, essentially, by fees for every piece of software sold - our license framework has to do that.” (Becker 2003) Since the Xbox is based on a subsidy model, meaning that Microsoft actually sells the hardware at a loss and instead generates revenue off software sales, Ballmer launched a series of concerted legal attacks against the Xbox Linux Project and similar efforts. In 2002, Nintendo, Sony, and Microsoft simultaneously sued Lik Sang, Inc., a Hong Kong-based company that produces programmable cartridges and “mod chips” for the PlayStation II, Xbox, and Game Cube. Nintendo states that its company alone loses over $650 million each year due to piracy of their console gaming titles, which typically originate in China, Paraguay, and Mexico. (GameIndustry.biz) Currently, many attempts to “mod” the Xbox required the use of such chips. As Lik Sang is one of the only suppliers, initial efforts to adapt the Xbox to Linux slowed considerably. Despite that fact that such chips can still be ordered and shipped here by less conventional means, it does not change that fact that the chips themselves would be illegal in the U.S. due to the anticircumvention clause in the DMCA itself, which is designed specifically to protect any DRM-wrapped content, regardless of context. The Xbox Linux Project then attempted to get Microsoft to officially sanction their efforts. They were not only rebuffed, but Microsoft then opted to hire programmers specifically to create technological countermeasures for the Xbox, to defeat additional attempts at installing OSS on it. Undeterred, the Xbox Linux Project eventually arrived at a method of installing and booting Linux without the use of mod chips, and have taken a more defiant tone now with Microsoft regarding their circumvention efforts. (Lettice 2002) They state that “Microsoft does not want you to use the Xbox as a Linux computer, therefore it has some anti-Linux-protection built in, but it can be circumvented easily, so that an Xbox can be used as what it is: an IBM PC.” (Xbox Linux Project 2003) Problems: Learning Curves and Usability In spite of the difficulties imposed by the combined technological and legal attacks on this project, it has succeeded at infiltrating this closed system with OSS. It has done so beyond the mere prototype level, too, as evidenced by the Xbox Linux Project now having both complete, step-by-step instructions available for users to modify their own Xbox systems, and an alternate plan catering to those who have the interest in modifying their systems, but not the time or technical inclinations. Specifically, this option involves users mailing their Xbox systems to community volunteers within the Xbox Linux Project, and basically having these volunteers perform the necessary software preparation or actually do the full Linux installation for them, free of charge (presumably not including shipping). This particular aspect of the project, dubbed “Users Help Users”, appears to be fairly new. Yet, it already lists over sixty volunteers capable and willing to perform this service, since “Many users don’t have the possibility, expertise or hardware” to perform these modifications. Amazingly enough, in some cases these volunteers are barely out of junior high school. One such volunteer stipulates that those seeking his assistance keep in mind that he is “just 14” and that when performing these modifications he “...will not always be finished by the next day”. (Steil 2003) In addition to this interesting if somewhat unusual level of community-driven support, there are currently several Linux-based options available for the Xbox. The two that are perhaps the most developed are GentooX, which is based of the popular Gentoo Linux distribution, and Ed’s Debian, based off the Debian GNU / Linux distribution. Both Gentoo and Debian are “seasoned” distributions that have been available for some time now, though Daniel Robbins, Chief Architect of Gentoo, refers to the product as actually being a “metadistribution” of Linux, due to its high degree of adaptability and configurability. (Gentoo 2004) Specifically, the Robbins asserts that Gentoo is capable of being “customized for just about any application or need. ...an ideal secure server, development workstation, professional desktop, gaming system, embedded solution or something else—whatever you need it to be.” (Robbins 2004) He further states that the whole point of Gentoo is to provide a better, more usable Linux experience than that found in many other distributions. Robbins states that: “The goal of Gentoo is to design tools and systems that allow a user to do their work pleasantly and efficiently as possible, as they see fit. Our tools should be a joy to use, and should help the user to appreciate the richness of the Linux and free software community, and the flexibility of free software. ...Put another way, the Gentoo philosophy is to create better tools. When a tool is doing its job perfectly, you might not even be very aware of its presence, because it does not interfere and make its presence known, nor does it force you to interact with it when you don’t want it to. The tool serves the user rather than the user serving the tool.” (Robbins 2004) There is also a so-called “live CD” Linux distribution suitable for the Xbox, called dyne:bolic, and an in-progress release of Slackware Linux, as well. According to the Xbox Linux Project, the only difference between the standard releases of these distributions and their Xbox counterparts is that “...the install process – and naturally the bootloader, the kernel and the kernel modules – are all customized for the Xbox.” (Xbox Linux Project, 2003) Of course, even if Gentoo is as user-friendly as Robbins purports, even if the Linux kernel itself has become significantly more robust and efficient, and even if Microsoft again drops the retail price of the Xbox, is this really a feasible solution in the classroom? Does the Xbox Linux Project have an army of 14 year olds willing to modify dozens, perhaps hundreds of these systems for use in secondary schools and higher education? Of course not. If such an institutional rollout were to be undertaken, it would require significant support from not only faculty, but Department Chairs, Deans, IT staff, and quite possible Chief Information Officers. Disk images would need to be customized for each institution to reflect their respective needs, ranging from setting specific home pages on web browsers, to bookmarks, to custom back-up and / or disk re-imaging scripts, to network authentication. This would be no small task. Yet, the steps mentioned above are essentially no different than what would be required of any IT staff when creating a new disk image for a computer lab, be it one for a Windows-based system or a Mac OS X-based one. The primary difference would be Linux itself—nothing more, nothing less. The institutional difficulties in undertaking such an effort would likely be encountered prior to even purchasing a single Xbox, in that they would involve the same difficulties associated with any new hardware or software initiative: staffing, budget, and support. If the institutional in question is either unwilling or unable to address these three factors, it would not matter if the Xbox itself was as free as Linux. An Open Future, or a Closed one? It is unclear how far the Xbox Linux Project will be allowed to go in their efforts to invade an essentially a proprietary system with OSS. Unlike Sony, which has made deliberate steps to commercialize similar efforts for their PlayStation 2 console, Microsoft appears resolute in fighting OSS on the Xbox by any means necessary. They will continue to crack down on any companies selling so-called mod chips, and will continue to employ technological protections to keep the Xbox “closed”. Despite clear evidence to the contrary, in all likelihood Microsoft continue to equate any OSS efforts directed at the Xbox with piracy-related motivations. Additionally, Microsoft’s successor to the Xbox would likely include additional anticircumvention technologies incorporated into it that could set the Xbox Linux Project back by months, years, or could stop it cold. Of course, it is difficult to say with any degree of certainty how this “Xbox 2” (perhaps a more appropriate name might be “Nextbox”) will impact this project. Regardless of how this device evolves, there can be little doubt of the value of Linux, OpenOffice.org, and other OSS to teaching and learning with technology. This value exists not only in terms of price, but in increased freedom from policies and technologies of control. New Linux distributions from Gentoo, Mandrake, Lycoris, Lindows, and other companies are just now starting to focus their efforts on Linux as user-friendly, easy to use desktop operating systems, rather than just server or “techno-geek” environments suitable for advanced programmers and computer operators. While metaphorically opening the Xbox may not be for everyone, and may not be a suitable computing solution for all, I believe we as educators must promote and encourage such efforts whenever possible. I suggest this because I believe we need to exercise our professional influence and ultimately shape the future of technology literacy, either individually as faculty and collectively as departments, colleges, or institutions. Moran and Fitzsimmons-Hunter argue this very point in Writing Teachers, Schools, Access, and Change. One of their fundamental provisions they use to define “access” asserts that there must be a willingness for teachers and students to “fight for the technologies that they need to pursue their goals for their own teaching and learning.” (Taylor / Ward 160) Regardless of whether or not this debate is grounded in the “beige boxes” of the past, or the Xboxes of the present, much is at stake. Private corporations should not be in a position to control the manner in which we use legally-purchased technologies, regardless of whether or not these technologies are then repurposed for literacy uses. I believe the exigency associated with this control, and the ongoing evolution of what is and is not a computer, dictates that we assert ourselves more actively into this discussion. We must take steps to provide our students with the best possible computer-mediated learning experience, however seemingly unorthodox the technological means might be, so that they may think critically, communicate effectively, and participate actively in society and in their future careers. About the Author Paul Cesarini is an Assistant Professor in the Department of Visual Communication & Technology Education, Bowling Green State University, Ohio Email: pcesari@bgnet.bgsu.edu Works Cited http://xbox-linux.sourceforge.net/docs/debian.php>.Baron, Denis. “From Pencils to Pixels: The Stages of Literacy Technologies.” Passions Pedagogies and 21st Century Technologies. Hawisher, Gail E., and Cynthia L. Selfe, Eds. Utah: Utah State University Press, 1999. 15 – 33. Becker, David. “Ballmer: Mod Chips Threaten Xbox”. News.com. 21 Oct 2002. http://news.com.com/2100-1040-962797.php>. http://news.com.com/2100-1040-978957.html?tag=nl>. http://archive.infoworld.com/articles/hn/xml/02/08/13/020813hnchina.xml>. http://www.neoseeker.com/news/story/1062/>. http://www.bookreader.co.uk>.Finni, Scott. “Desktop Linux Edges Into The Mainstream”. TechWeb. 8 Apr 2003. http://www.techweb.com/tech/software/20030408_software. http://www.theregister.co.uk/content/archive/29439.html http://gentoox.shallax.com/. http://ragib.hypermart.net/linux/. http://www.itworld.com/Comp/2362/LWD010424latinlinux/pfindex.html. http://www.xbox-linux.sourceforge.net. http://www.theregister.co.uk/content/archive/27487.html. http://www.theregister.co.uk/content/archive/26078.html. http://www.us.playstation.com/peripherals.aspx?id=SCPH-97047. http://www.techtv.com/extendedplay/reviews/story/0,24330,3356862,00.html. http://www.wired.com/news/business/0,1367,61984,00.html. http://www.gentoo.org/main/en/about.xml http://www.gentoo.org/main/en/philosophy.xml http://techupdate.zdnet.com/techupdate/stories/main/0,14179,2869075,00.html. http://xbox-linux.sourceforge.net/docs/usershelpusers.html http://www.cnn.com/2002/TECH/fun.games/12/16/gamers.liksang/. Citation reference for this article MLA Style Cesarini, Paul. "“Opening” the Xbox" M/C: A Journal of Media and Culture <http://www.media-culture.org.au/0406/08_Cesarini.php>. APA Style Cesarini, P. (2004, Jul1). “Opening” the Xbox. M/C: A Journal of Media and Culture, 7, <http://www.media-culture.org.au/0406/08_Cesarini.php>

Abstract:

At one point in Victor Hugo’s novel, The Hunchback of Notre Dame, the archdeacon, Claude Frollo, looked up from a book on his table to the edifice of the gothic cathedral, visible from his canon’s cell in the cloister of Notre Dame: “Alas!” he said, “this will kill that” (146). Frollo’s lament, that the book would destroy the edifice, captures the medieval cleric’s anxiety about the way in which Gutenberg’s print technology would become the new universal means for recording and communicating humanity’s ideas and artistic expression, replacing the grand monuments of architecture, human engineering, and craftsmanship. For Hugo, architecture was “the great handwriting of humankind” (149). The cathedral as the material outcome of human technology was being replaced by the first great machine—the printing press. At this point in the third millennium, some people undoubtedly have similar anxieties to Frollo: is it now the book’s turn to be destroyed by yet another great machine? The inclusion of “post print” in our title is not intended to sound the death knell of the book. Rather, we contend that despite the enduring value of print, digital publishing is “present and active” and is changing the way in which research, particularly in the humanities, is being undertaken. Our approach has three related parts. First, we consider how digital technologies are changing the way in which content is constructed, customised, modified, disseminated, and accessed within a global, distributed network. This section argues that the transition from print to electronic or digital publishing means both losses and gains, particularly with respect to shifts in our approaches to textuality, information, and innovative publishing. Second, we discuss the Children’s Literature Digital Resources (CLDR) project, with which we are involved. This case study of a digitising initiative opens out the transformative possibilities and challenges of digital publishing and e-scholarship for research communities. Third, we reflect on technology’s capacity to bring about major changes in the light of the theoretical and practical issues that have arisen from our discussion. I. Digitising in a “post-print age” We are living in an era that is commonly referred to as “the late age of print” (see Kho) or the “post-print age” (see Gunkel). According to Aarseth, we have reached a point whereby nearly all of our public and personal media have become more or less digital (37). As Kho notes, web newspapers are not only becoming increasingly more popular, but they are also making rather than losing money, and paper-based newspapers are finding it difficult to recruit new readers from the younger generations (37). Not only can such online-only publications update format, content, and structure more economically than print-based publications, but their wide distribution network, speed, and flexibility attract advertising revenue. Hype and hyperbole aside, publishers are not so much discarding their legacy of print, but recognising the folly of not embracing innovative technologies that can add value by presenting information in ways that satisfy users’ needs for content to-go or for edutainment. As Kho notes: “no longer able to satisfy customer demand by producing print-only products, or even by enabling online access to semi-static content, established publishers are embracing new models for publishing, web-style” (42). Advocates of online publishing contend that the major benefits of online publishing over print technology are that it is faster, more economical, and more interactive. However, as Hovav and Gray caution, “e-publishing also involves risks, hidden costs, and trade-offs” (79). The specific focus for these authors is e-journal publishing and they contend that while cost reduction is in editing, production and distribution, if the journal is not open access, then costs relating to storage and bandwith will be transferred to the user. If we put economics aside for the moment, the transition from print to electronic text (e-text), especially with electronic literary works, brings additional considerations, particularly in their ability to make available different reading strategies to print, such as “animation, rollovers, screen design, navigation strategies, and so on” (Hayles 38). Transition from print to e-text In his book, Writing Space, David Bolter follows Victor Hugo’s lead, but does not ask if print technology will be destroyed. Rather, he argues that “the idea and ideal of the book will change: print will no longer define the organization and presentation of knowledge, as it has for the past five centuries” (2). As Hayles noted above, one significant indicator of this change, which is a consequence of the shift from analogue to digital, is the addition of graphical, audio, visual, sonic, and kinetic elements to the written word. A significant consequence of this transition is the reinvention of the book in a networked environment. Unlike the printed book, the networked book is not bound by space and time. Rather, it is an evolving entity within an ecology of readers, authors, and texts. The Web 2.0 platform has enabled more experimentation with blending of digital technology and traditional writing, particularly in the use of blogs, which have spawned blogwriting and the wikinovel. Siva Vaidhyanathan’s The Googlization of Everything: How One Company is Disrupting Culture, Commerce and Community … and Why We Should Worry is a wikinovel or blog book that was produced over a series of weeks with contributions from other bloggers (see: http://www.sivacracy.net/). Penguin Books, in collaboration with a media company, “Six Stories to Start,” have developed six stories—“We Tell Stories,” which involve different forms of interactivity from users through blog entries, Twitter text messages, an interactive google map, and other features. For example, the story titled “Fairy Tales” allows users to customise the story using their own choice of names for characters and descriptions of character traits. Each story is loosely based on a classic story and links take users to synopses of these original stories and their authors and to online purchase of the texts through the Penguin Books sales website. These examples of digital stories are a small part of the digital environment, which exploits computer and online technologies’ capacity to be interactive and immersive. As Janet Murray notes, the interactive qualities of digital environments are characterised by their procedural and participatory abilities, while their immersive qualities are characterised by their spatial and encyclopedic dimensions (71–89). These immersive and interactive qualities highlight different ways of reading texts, which entail different embodied and cognitive functions from those that reading print texts requires. As Hayles argues: the advent of electronic textuality presents us with an unparalleled opportunity to reformulate fundamental ideas about texts and, in the process, to see print as well as electronic texts with fresh eyes (89–90). The transition to e-text also highlights how digitality is changing all aspects of everyday life both inside and outside the academy. Online teaching and e-research Another aspect of the commercial arm of publishing that is impacting on academe and other organisations is the digitising and indexing of print content for niche distribution. Kho offers the example of the Mark Logic Corporation, which uses its XML content platform to repurpose content, create new content, and distribute this content through multiple portals. As the promotional website video for Mark Logic explains, academics can use this service to customise their own textbooks for students by including only articles and book chapters that are relevant to their subject. These are then organised, bound, and distributed by Mark Logic for sale to students at a cost that is generally cheaper than most textbooks. A further example of how print and digital materials can form an integrated, customised source for teachers and students is eFictions (Trimmer, Jennings, & Patterson). eFictions was one of the first print and online short story anthologies that teachers of literature could customise to their own needs. Produced as both a print text collection and a website, eFictions offers popular short stories in English by well-known traditional and contemporary writers from the US, Australia, New Zealand, UK, and Europe, with summaries, notes on literary features, author biographies, and, in one instance, a YouTube movie of the story. In using the eFictions website, teachers can build a customised anthology of traditional and innovative stories to suit their teaching preferences. These examples provide useful indicators of how content is constructed, customised, modified, disseminated, and accessed within a distributed network. However, the question remains as to how to measure their impact and outcomes within teaching and learning communities. As Harley suggests in her study on the use and users of digital resources in the humanities and social sciences, several factors warrant attention, such as personal teaching style, philosophy, and specific disciplinary requirements. However, in terms of understanding the benefits of digital resources for teaching and learning, Harley notes that few providers in her sample had developed any plans to evaluate use and users in a systematic way. In addition to the problems raised in Harley’s study, another relates to how researchers can be supported to take full advantage of digital technologies for e-research. The transformation brought about by information and communication technologies extends and broadens the impact of research, by making its outputs more discoverable and usable by other researchers, and its benefits more available to industry, governments, and the wider community. Traditional repositories of knowledge and information, such as libraries, are juggling the space demands of books and computer hardware alongside increasing reader demand for anywhere, anytime, anyplace access to information. Researchers’ expectations about online access to journals, eprints, bibliographic data, and the views of others through wikis, blogs, and associated social and information networking sites such as YouTube compete with the traditional expectations of the institutions that fund libraries for paper-based archives and book repositories. While university libraries are finding it increasingly difficult to purchase all hardcover books relevant to numerous and varied disciplines, a significant proportion of their budgets goes towards digital repositories (e.g., STORS), indexes, and other resources, such as full-text electronic specialised and multidisciplinary journal databases (e.g., Project Muse and Proquest); electronic serials; e-books; and specialised information sources through fast (online) document delivery services. An area that is becoming increasingly significant for those working in the humanities is the digitising of historical and cultural texts. II. Bringing back the dead: The CLDR project The CLDR project is led by researchers and librarians at the Queensland University of Technology, in collaboration with Deakin University, University of Sydney, and members of the AustLit team at The University of Queensland. The CLDR project is a “Research Community” of the electronic bibliographic database AustLit: The Australian Literature Resource, which is working towards the goal of providing a complete bibliographic record of the nation’s literature. AustLit offers users with a single entry point to enhanced scholarly resources on Australian writers, their works, and other aspects of Australian literary culture and activities. AustLit and its Research Communities are supported by grants from the Australian Research Council and financial and in-kind contributions from a consortium of Australian universities, and by other external funding sources such as the National Collaborative Research Infrastructure Strategy. Like other more extensive digitisation projects, such as Project Gutenberg and the Rosetta Project, the CLDR project aims to provide a centralised access point for digital surrogates of early published works of Australian children’s literature, with access pathways to existing resources. The first stage of the CLDR project is to provide access to digitised, full-text, out-of-copyright Australian children’s literature from European settlement to 1945, with selected digitised critical works relevant to the field. Texts comprise a range of genres, including poetry, drama, and narrative for young readers and picture books, songs, and rhymes for infants. Currently, a selection of 75 e-texts and digital scans of original texts from Project Gutenberg and Internet Archive have been linked to the Children’s Literature Research Community. By the end of 2009, the CLDR will have digitised approximately 1000 literary texts and a significant number of critical works. Stage II and subsequent development will involve digitisation of selected texts from 1945 onwards. A precursor to the CLDR project has been undertaken by Deakin University in collaboration with the State Library of Victoria, whereby a digital bibliographic index comprising Victorian School Readers has been completed with plans for full-text digital surrogates of a selection of these texts. These texts provide valuable insights into citizenship, identity, and values formation from the 1930s onwards. At the time of writing, the CLDR is at an early stage of development. An extensive survey of out-of-copyright texts has been completed and the digitisation of these resources is about to commence. The project plans to make rich content searchable, allowing scholars from children’s literature studies and education to benefit from the many advantages of online scholarship. What digital publishing and associated digital archives, electronic texts, hypermedia, and so forth foreground is the fact that writers, readers, publishers, programmers, designers, critics, booksellers, teachers, and copyright laws operate within a context that is highly mediated by technology. In his article on large-scale digitisation projects carried out by Cornell and University of Michigan with the Making of America collection of 19th-century American serials and monographs, Hirtle notes that when special collections’ materials are available via the Web, with appropriate metadata and software, then they can “increase use of the material, contribute to new forms of research, and attract new users to the material” (44). Furthermore, Hirtle contends that despite the poor ergonomics associated with most electronic displays and e-book readers, “people will, when given the opportunity, consult an electronic text over the print original” (46). If this preference is universally accurate, especially for researchers and students, then it follows that not only will the preference for electronic surrogates of original material increase, but preference for other kinds of electronic texts will also increase. It is with this preference for electronic resources in mind that we approached the field of children’s literature in Australia and asked questions about how future generations of researchers would prefer to work. If electronic texts become the reference of choice for primary as well as secondary sources, then it seems sensible to assume that researchers would prefer to sit at the end of the keyboard than to travel considerable distances at considerable cost to access paper-based print texts in distant libraries and archives. We considered the best means for providing access to digitised primary and secondary, full text material, and digital pathways to existing online resources, particularly an extensive indexing and bibliographic database. Prior to the commencement of the CLDR project, AustLit had already indexed an extensive number of children’s literature. Challenges and dilemmas The CLDR project, even in its early stages of development, has encountered a number of challenges and dilemmas that centre on access, copyright, economic capital, and practical aspects of digitisation, and sustainability. These issues have relevance for digital publishing and e-research. A decision is yet to be made as to whether the digital texts in CLDR will be available on open or closed/tolled access. The preference is for open access. As Hayles argues, copyright is more than a legal basis for intellectual property, as it also entails ideas about authorship, creativity, and the work as an “immaterial mental construct” that goes “beyond the paper, binding, or ink” (144). Seeking copyright permission is therefore only part of the issue. Determining how the item will be accessed is a further matter, particularly as future technologies may impact upon how a digital item is used. In the case of e-journals, the issue of copyright payment structures are evolving towards a collective licensing system, pay-per-view, and other combinations of print and electronic subscription (see Hovav and Gray). For research purposes, digitisation of items for CLDR is not simply a scan and deliver process. Rather it is one that needs to ensure that the best quality is provided and that the item is both accessible and usable by researchers, and sustainable for future researchers. Sustainability is an important consideration and provides a challenge for institutions that host projects such as CLDR. Therefore, items need to be scanned to a high quality and this requires an expensive scanner and personnel costs. Files need to be in a variety of formats for preservation purposes and so that they may be manipulated to be useable in different technologies (for example, Archival Tiff, Tiff, Jpeg, PDF, HTML). Hovav and Gray warn that when technology becomes obsolete, then content becomes unreadable unless backward integration is maintained. The CLDR items will be annotatable given AustLit’s NeAt funded project: Aus-e-Lit. The Aus-e-Lit project will extend and enhance the existing AustLit web portal with data integration and search services, empirical reporting services, collaborative annotation services, and compound object authoring, editing, and publishing services. For users to be able to get the most out of a digital item, it needs to be searchable, either through double keying or OCR (optimal character recognition). The value of CLDR’s contribution The value of the CLDR project lies in its goal to provide a comprehensive, searchable body of texts (fictional and critical) to researchers across the humanities and social sciences. Other projects seem to be intent on putting up as many items as possible to be considered as a first resort for online texts. CLDR is more specific and is not interested in simply generating a presence on the Web. Rather, it is research driven both in its design and implementation, and in its focussed outcomes of assisting academics and students primarily in their e-research endeavours. To this end, we have concentrated on the following: an extensive survey of appropriate texts; best models for file location, distribution, and use; and high standards of digitising protocols. These issues that relate to data storage, digitisation, collections, management, and end-users of data are aligned with the “Development of an Australian Research Data Strategy” outlined in An Australian e-Research Strategy and Implementation Framework (2006). CLDR is not designed to simply replicate resources, as it has a distinct focus, audience, and research potential. In addition, it looks at resources that may be forgotten or are no longer available in reproduction by current publishing companies. Thus, the aim of CLDR is to preserve both the time and a period of Australian history and literary culture. It will also provide users with an accessible repository of rare and early texts written for children. III. Future directions It is now commonplace to recognize that the Web’s role as information provider has changed over the past decade. New forms of “collective intelligence” or “distributed cognition” (Oblinger and Lombardi) are emerging within and outside formal research communities. Technology’s capacity to initiate major cultural, social, educational, economic, political and commercial shifts has conditioned us to expect the “next big thing.” We have learnt to adapt swiftly to the many challenges that online technologies have presented, and we have reaped the benefits. As the examples in this discussion have highlighted, the changes in online publishing and digitisation have provided many material, network, pedagogical, and research possibilities: we teach online units providing students with access to e-journals, e-books, and customized archives of digitised materials; we communicate via various online technologies; we attend virtual conferences; and we participate in e-research through a global, digital network. In other words, technology is deeply engrained in our everyday lives. In returning to Frollo’s concern that the book would destroy architecture, Umberto Eco offers a placatory note: “in the history of culture it has never happened that something has simply killed something else. Something has profoundly changed something else” (n. pag.). Eco’s point has relevance to our discussion of digital publishing. The transition from print to digital necessitates a profound change that impacts on the ways we read, write, and research. As we have illustrated with our case study of the CLDR project, the move to creating digitised texts of print literature needs to be considered within a dynamic network of multiple causalities, emergent technological processes, and complex negotiations through which digital texts are created, stored, disseminated, and used. Technological changes in just the past five years have, in many ways, created an expectation in the minds of people that the future is no longer some distant time from the present. Rather, as our title suggests, the future is both present and active. References Aarseth, Espen. “How we became Postdigital: From Cyberstudies to Game Studies.” Critical Cyber-culture Studies. Ed. David Silver and Adrienne Massanari. New York: New York UP, 2006. 37–46. An Australian e-Research Strategy and Implementation Framework: Final Report of the e-Research Coordinating Committee. Commonwealth of Australia, 2006. Bolter, Jay David. Writing Space: The Computer, Hypertext, and the History of Writing. Hillsdale, NJ: Erlbaum, 1991. Eco, Umberto. “The Future of the Book.” 1994. 3 June 2008 ‹http://www.themodernword.com/eco/eco_future_of_book.html>. Gunkel, David. J. “What's the Matter with Books?” Configurations 11.3 (2003): 277–303. Harley, Diane. “Use and Users of Digital Resources: A Focus on Undergraduate Education in the Humanities and Social Sciences.” Research and Occasional Papers Series. Berkeley: University of California. Centre for Studies in Higher Education. 12 June 2008 ‹http://www.themodernword.com/eco/eco_future_of_book.html>. Hayles, N. Katherine. My Mother was a Computer: Digital Subjects and Literary Texts. Chicago: U of Chicago P, 2005. Hirtle, Peter B. “The Impact of Digitization on Special Collections in Libraries.” Libraries & Culture 37.1 (2002): 42–52. Hovav, Anat and Paul Gray. “Managing Academic E-journals.” Communications of the ACM 47.4 (2004): 79–82. Hugo, Victor. The Hunchback of Notre Dame (Notre-Dame de Paris). Ware, Hertfordshire: Wordsworth editions, 1993. Kho, Nancy D. “The Medium Gets the Message: Post-Print Publishing Models.” EContent 30.6 (2007): 42–48. Oblinger, Diana and Marilyn Lombardi. “Common Knowledge: Openness in Higher Education.” Opening up Education: The Collective Advancement of Education Through Open Technology, Open Content and Open Knowledge. Ed. Toru Liyoshi and M. S. Vijay Kumar. Cambridge, MA: MIT Press, 2007. 389–400. Murray, Janet H. Hamlet on the Holodeck: The Future of Narrative in Cyberspace. Cambridge, MA: MIT Press, 2001. Trimmer, Joseph F., Wade Jennings, and Annette Patterson. eFictions. New York: Harcourt, 2001.

Abstract:

Introduction In December 2010, Nespresso, the world’s leading brand of premium-portioned coffee, opened a flagship “boutique” in Sydney’s Pitt Street Mall. This was Nespresso’s fifth boutique opening of 2010, after Brussels, Miami, Soho, and Munich. The Sydney debut coincided with the mall’s upmarket redevelopment, which explains Nespresso’s arrival in the city: strategic geographic expansion is key to the brand’s growth. Rather than panoramic ubiquity, a retail option favoured by brands like McDonalds, KFC and Starbucks, Nespresso opts for iconic, prestigious locations. This strategy has been highly successful: since 2000 Nespresso has recorded year-on-year per annum growth of 30 per cent. This has been achieved, moreover, despite a global financial downturn and an international coffee market replete with brand variety. In turn, Nespresso marks an evolution in the coffee market over the last decade. The Nespresso Story Founded in 1986, Nespresso is the fasting growing brand in the Nestlé Group. Its headquarters are in Lausanne, Switzerland, with over 7,000 employees worldwide. In 2012, Nespresso had 270 boutiques in 50 countries. The brand’s growth strategy involves three main components: premium coffee capsules, “mated” with specially designed machines, and accompanied by exceptional customer service through the Nespresso Club. Each component requires some explanation. Nespresso offers 16 varieties of Grand Crus coffee: 7 espresso blends, 3 pure origin espressos, 3 lungos (for larger cups), and 3 decaffeinated coffees. Each 5.5 grams of portioned coffee is cased in a hermetically sealed aluminium capsule, or pod, designed to preserve the complex, volatile aromas (between 800 and 900 per pod), and prevent oxidation. These capsules are designed to be used exclusively with Nespresso-branded machines, which are equipped with a patented high-pressure extraction system designed for optimum release of the coffee. These machines, of which there are 28 models, are developed with 6 machine partners, and Antoine Cahen, from Ateliers du Nord in Lausanne, designs most of them. For its consumers, members of the Nespresso Club, the capsules and machines guarantee perfect espresso coffee every time, within seconds and with minimum effort—what Nespresso calls the “ultimate coffee experience.” The Nespresso Club promotes this experience as an everyday luxury, whereby café-quality coffee can be enjoyed in the privacy and comfort of Club members’ homes. This domestic focus is a relatively recent turn in its history. Nestlé patented some of its pod technology in 1976; the compatible machines, initially made in Switzerland by Turmix, were developed a decade later. Nespresso S. A. was set up as a subsidiary unit within the Nestlé Group with a view to target the office and fine restaurant sector. It was first test-marketed in Japan in 1986, and rolled out the same year in Switzerland, France and Italy. However, by 1988, low sales prompted Nespresso’s newly appointed CEO, Jean-Paul Gillard, to rethink the brand’s focus. Gillard subsequently repositioned Nespresso’s target market away from the commercial sector towards high-income households and individuals, and introduced a mail-order distribution system; these elements became the hallmarks of the Nespresso Club (Markides 55). The Nespresso Club was designed to give members who had purchased Nespresso machines 24-hour customer service, by mail, phone, fax, and email. By the end of 1997 there were some 250,000 Club members worldwide. The boom in domestic, user-friendly espresso machines from the early 1990s helped Nespresso’s growth in this period. The cumulative efforts by the main manufacturers—Krups, Bosch, Braun, Saeco and DeLonghi—lowered the machines’ average price to around US $100 (Purpura, “Espresso” 88; Purpura, “New” 116). This paralleled consumers’ growing sophistication, as they became increasingly familiar with café-quality espresso, cappuccino and latté—for reasons to be detailed below. Nespresso was primed to exploit this cultural shift in the market and forge a charismatic point of difference: an aspirational, luxury option within an increasingly accessible and familiar field. Between 2006 and 2008, Nespresso sales more than doubled, prompting a second production factory to supplement the original plant in Avenches (Simonian). In 2008, Nespresso grew 20 times faster than the global coffee market (Reguly B1). As Nespresso sales exceeded $1.3 billion AU in 2009, with 4.8 billion capsules shipped out annually and 5 million Club members worldwide, it became Nestlé’s fastest growing division (Canning 28). According to Nespresso’s Oceania market director, Renaud Tinel, the brand now represents 8 per cent of the total coffee market; of Nespresso specifically, he reports that 10,000 cups (using one capsule per cup) were consumed worldwide each minute in 2009, and that increased to 12,300 cups per minute in 2010 (O’Brien 16). Given such growth in such a brief period, the atypical dynamic between the boutique, the Club and the Nespresso brand warrants closer consideration. Nespresso opened its first boutique in Paris in 2000, on the Avenue des Champs-Élysées. It was a symbolic choice and signalled the brand’s preference for glamorous precincts in cosmopolitan cities. This has become the design template for all Nespresso boutiques, what the company calls “brand embassies” in its press releases. More like art gallery-style emporiums than retail spaces, these boutiques perform three main functions: they showcase Nespresso coffees, machines and accessories (all elegantly displayed); they enable Club members to stock up on capsules; and they offer excellent customer service, which invariably equates to detailed production information. The brand’s revenue model reflects the boutique’s role in the broader business strategy: 50 per cent of Nespresso’s business is generated online, 30 per cent through the boutiques, and 20 per cent through call centres. Whatever floor space these boutiques dedicate to coffee consumption is—compared to the emphasis on exhibition and ambience—minimal and marginal. In turn, this tightly monitored, self-focused model inverts the conventional function of most commercial coffee sites. For several hundred years, the café has fostered a convivial atmosphere, served consumers’ social inclinations, and overwhelmingly encouraged diverse, eclectic clientele. The Nespresso boutique is the antithesis to this, and instead actively limits interaction: the Club “community” does not meet as a community, and is united only in atomised allegiance to the Nespresso brand. In this regard, Nespresso stands in stark contrast to another coffee brand that has been highly successful in recent years—Starbucks. Starbucks famously recreates the aesthetics, rhetoric and atmosphere of the café as a “third place”—a term popularised by urban sociologist Ray Oldenburg to describe non-work, non-domestic spaces where patrons converge for respite or recreation. These liminal spaces (cafés, parks, hair salons, book stores and such locations) might be private, commercial sites, yet they provide opportunities for chance encounters, even therapeutic interactions. In this way, they aid sociability and civic life (Kleinman 193). Long before the term “third place” was coined, coffee houses were deemed exemplars of egalitarian social space. As Rudolf P. Gaudio notes, the early coffee houses of Western Europe, in Oxford and London in the mid-1600s, “were characterized as places where commoners and aristocrats could meet and socialize without regard to rank” (670). From this sanguine perspective, they both informed and animated the modern public sphere. That is, and following Habermas, as a place where a mixed cohort of individuals could meet and discuss matters of public importance, and where politics intersected society, the eighteenth-century British coffee house both typified and strengthened the public sphere (Karababa and Ger 746). Moreover, and even from their early Ottoman origins (Karababa and Ger), there has been an historical correlation between the coffee house and the cosmopolitan, with the latter at least partly defined in terms of demographic breadth (Luckins). Ironically, and insofar as Nespresso appeals to coffee-literate consumers, the brand owes much to Starbucks. In the two decades preceding Nespresso’s arrival, Starbucks played a significant role in refining coffee literacy around the world, gauging mass-market trends, and stirring consumer consciousness. For Nespresso, this constituted major preparatory phenomena, as its strategy (and success) since the early 2000s presupposed the coffee market that Starbucks had helped to create. According to Nespresso’s chief executive Richard Giradot, central to Nespresso’s expansion is a focus on particular cities and their coffee culture (Canning 28). In turn, it pays to take stock of how such cities developed a coffee culture amenable to Nespresso—and therein lays the brand’s debt to Starbucks. Until the last few years, and before celebrity ambassador George Clooney was enlisted in 2005, Nespresso’s marketing was driven primarily by Club members’ recommendations. At the same time, though, Nespresso insisted that Club members were coffee connoisseurs, whose knowledge and enjoyment of coffee exceeded conventional coffee offerings. In 2000, Henk Kwakman, one of Nestlé’s Coffee Specialists, explained the need for portioned coffee in terms of guaranteed perfection, one that demanding consumers would expect. “In general”, he reasoned, “people who really like espresso coffee are very much more quality driven. When you consider such an intense taste experience, the quality is very important. If the espresso is slightly off quality, the connoisseur notices this immediately” (quoted in Butler 50). What matters here is how this corps of connoisseurs grew to a scale big enough to sustain and strengthen the Nespresso system, in the absence of a robust marketing or educative drive by Nespresso (until very recently). Put simply, the brand’s ascent was aided by Starbucks, specifically by the latter’s success in changing the mainstream coffee market during the 1990s. In establishing such a strong transnational presence, Starbucks challenged smaller, competing brands to define themselves with more clarity and conviction. Indeed, working with data that identified just 200 freestanding coffee houses in the US prior to 1990 compared to 14,000 in 2003, Kjeldgaard and Ostberg go so far as to state that: “Put bluntly, in the US there was no local coffee consumptionscape prior to Starbucks” (Kjeldgaard and Ostberg 176). Starbucks effectively redefined the coffee world for mainstream consumers in ways that were directly beneficial for Nespresso. Starbucks: Coffee as Ambience, Experience, and Cultural Capital While visitors to Nespresso boutiques can sample the coffee, with highly trained baristas and staff on site to explain the Nespresso system, in the main there are few concessions to the conventional café experience. Primarily, these boutiques function as material spaces for existing Club members to stock up on capsules, and therefore they complement the Nespresso system with a suitably streamlined space: efficient, stylish and conspicuously upmarket. Outside at least one Sydney boutique for instance (Bondi Junction, in the fashionable eastern suburbs), visitors enter through a club-style cordon, something usually associated with exclusive bars or hotels. This demarcates the boutique from neighbouring coffee chains, and signals Nespresso’s claim to more privileged patrons. This strategy though, the cultivation of a particular customer through aesthetic design and subtle flattery, is not unique. For decades, Starbucks also contrived a “special” coffee experience. Moreover, while the Starbucks model strikes a very different sensorial chord to that of Nespresso (in terms of décor, target consumer and so on) it effectively groomed and prepped everyday coffee drinkers to a level of relative self-sufficiency and expertise—and therein is the link between Starbucks’s mass-marketed approach and Nespresso’s timely arrival. Starbucks opened its first store in 1971, in Seattle. Three partners founded it: Jerry Baldwin and Zev Siegl, both teachers, and Gordon Bowker, a writer. In 1982, as they opened their sixth Seattle store, they were joined by Howard Schultz. Schultz’s trip to Italy the following year led to an entrepreneurial epiphany to which he now attributes Starbucks’s success. Inspired by how cafés in Italy, particularly the espresso bars in Milan, were vibrant social hubs, Schultz returned to the US with a newfound sensitivity to ambience and attitude. In 1987, Schultz bought Starbucks outright and stated his business philosophy thus: “We aren’t in the coffee business, serving people. We are in the people business, serving coffee” (quoted in Ruzich 432). This was articulated most clearly in how Schultz structured Starbucks as the ultimate “third place”, a welcoming amalgam of aromas, music, furniture, textures, literature and free WiFi. This transformed the café experience twofold. First, sensory overload masked the dull hom*ogeny of a global chain with an air of warm, comforting domesticity—an inviting, everyday “home away from home.” To this end, in 1994, Schultz enlisted interior design “mastermind” Wright Massey; with his team of 45 designers, Massey created the chain’s decor blueprint, an “oasis for contemplation” (quoted in Scerri 60). At the same time though, and second, Starbucks promoted a revisionist, airbrushed version of how the coffee was produced. Patrons could see and smell the freshly roasted beans, and read about their places of origin in the free pamphlets. In this way, Starbucks merged the exotic and the cosmopolitan. The global supply chain underwent an image makeover, helped by a “new” vocabulary that familiarised its coffee drinkers with the diversity and complexity of coffee, and such terms as aroma, acidity, body and flavour. This strategy had a decisive impact on the coffee market, first in the US and then elsewhere: Starbucks oversaw a significant expansion in coffee consumption, both quantitatively and qualitatively. In the decades following the Second World War, coffee consumption in the US reached a plateau. Moreover, as Steven Topik points out, the rise of this type of coffee connoisseurship actually coincided with declining per capita consumption of coffee in the US—so the social status attributed to specialised knowledge of coffee “saved” the market: “Coffee’s rise as a sign of distinction and connoisseurship meant its appeal was no longer just its photoactive role as a stimulant nor the democratic sociability of the coffee shop” (Topik 100). Starbucks’s singular triumph was to not only convert non-coffee drinkers, but also train them to a level of relative sophistication. The average “cup o’ Joe” thus gave way to the latte, cappuccino, macchiato and more, and a world of coffee hitherto beyond (perhaps above) the average American consumer became both regular and routine. By 2003, Starbucks’s revenue was US $4.1 billion, and by 2012 there were almost 20,000 stores in 58 countries. As an idealised “third place,” Starbucks functioned as a welcoming haven that flattened out and muted the realities of global trade. The variety of beans on offer (Arabica, Latin American, speciality single origin and so on) bespoke a generous and bountiful modernity; while brochures schooled patrons in the nuances of terroir, an appreciation for origin and distinctiveness that encoded cultural capital. This positioned Starbucks within a happy narrative of the coffee economy, and drew patrons into this story by flattering their consumer choices. Against the generic sameness of supermarket options, Starbucks promised distinction, in Pierre Bourdieu’s sense of the term, and diversity in its coffee offerings. For Greg Dickinson, the Starbucks experience—the scent of the beans, the sound of the grinders, the taste of the coffees—negated the abstractions of postmodern, global trade: by sensory seduction, patrons connected with something real, authentic and material. At the same time, Starbucks professed commitment to the “triple bottom line” (Savitz), the corporate mantra that has morphed into virtual orthodoxy over the last fifteen years. This was hardly surprising; companies that trade in food staples typically grown in developing regions (coffee, tea, sugar, and coffee) felt the “political-aesthetic problematization of food” (Sassatelli and Davolio). This saw increasingly cognisant consumers trying to reconcile the pleasures of consumption with environmental and human responsibilities. The “triple bottom line” approach, which ostensibly promotes best business practice for people, profits and the planet, was folded into Starbucks’s marketing. The company heavily promoted its range of civic engagement, such as donations to nurses’ associations, literacy programs, clean water programs, and fair dealings with its coffee growers in developing societies (Simon). This bode well for its target market. As Constance M. Ruch has argued, Starbucks sought the burgeoning and lucrative “bobo” class, a term Ruch borrows from David Brooks. A portmanteau of “bourgeois bohemians,” “bobo” describes the educated elite that seeks the ambience and experience of a counter-cultural aesthetic, but without the political commitment. Until the last few years, it seemed Starbucks had successfully grafted this cultural zeitgeist onto its “third place.” Ironically, the scale and scope of the brand’s success has meant that Starbucks’s claim to an ethical agenda draws frequent and often fierce attack. As a global behemoth, Starbucks evolved into an iconic symbol of advanced consumer culture. For those critical of how such brands overwhelm smaller, more local competition, the brand is now synonymous for insidious, unstoppable retail spread. This in turn renders Starbucks vulnerable to protests that, despite its gestures towards sustainability (human and environmental), and by virtue of its size, ubiquity and ultimately conservative philosophy, it has lost whatever cachet or charm it supposedly once had. As Bryant Simon argues, in co-opting the language of ethical practice within an ultimately corporatist context, Starbucks only ever appealed to a modest form of altruism; not just in terms of the funds committed to worthy causes, but also to move thorny issues to “the most non-contentious middle-ground,” lest conservative customers felt alienated (Simon 162). Yet, having flagged itself as an ethical brand, Starbucks became an even bigger target for anti-corporatist sentiment, and the charge that, as a multinational giant, it remained complicit in (and one of the biggest benefactors of) a starkly inequitable and asymmetric global trade. It remains a major presence in the world coffee market, and arguably the most famous of the coffee chains. Over the last decade though, the speed and intensity with which Nespresso has grown, coupled with its atypical approach to consumer engagement, suggests that, in terms of brand equity, it now offers a more compelling point of difference than Starbucks. Brand “Me” Insofar as the Nespresso system depends on a consumer market versed in the intricacies of quality coffee, Starbucks can be at least partly credited for nurturing a more refined palate amongst everyday coffee drinkers. Yet while Starbucks courted the “average” consumer in its quest for market control, saturating the suburban landscape with thousands of virtually indistinguishable stores, Nespresso marks a very different sensibility. Put simply, Nespresso inverts the logic of a coffee house as a “third place,” and patrons are drawn not to socialise and relax but to pursue their own highly individualised interests. The difference with Starbucks could not be starker. One visitor to the Bloomingdale boutique (in New York’s fashionable Soho district) described it as having “the feel of Switzerland rather than Seattle. Instead of velvet sofas and comfy music, it has hard surfaces, bright colours and European hostesses” (Gapper 9). By creating a system that narrows the gap between production and consumption, to the point where Nespresso boutiques advertise the coffee brand but do not promote on-site coffee drinking, the boutiques are blithely indifferent to the historical, romanticised image of the coffee house as a meeting place. The result is a coffee experience that exploits the sophistication and vanity of aspirational consumers, but ignores the socialising scaffold by which coffee houses historically and perhaps naively made some claim to community building. If anything, Nespresso restricts patrons’ contemplative field: they consider only their relationships to the brand. In turn, Nespresso offers the ultimate expression of contemporary consumer capitalism, a hyper-individual experience for a hyper-modern age. By developing a global brand that is both luxurious and niche, Nespresso became “the Louis Vuitton of coffee” (Betts 14). Where Starbucks pursued retail ubiquity, Nespresso targets affluent, upmarket cities. As chief executive Richard Giradot put it, with no hint of embarrassment or apology: “If you take China, for example, we are not speaking about China, we are speaking about Shanghai, Hong Kong, Beijing because you will not sell our concept in the middle of nowhere in China” (quoted in Canning 28). For this reason, while Europe accounts for 90 per cent of Nespresso sales (Betts 15), its forays into the Americas, Asia and Australasia invariably spotlights cities that are already iconic or emerging economic hubs. The first boutique in Latin America, for instance, was opened in Jardins, a wealthy suburb in Sao Paulo, Brazil. In Nespresso, Nestlé has popularised a coffee experience neatly suited to contemporary consumer trends: Club members inhabit a branded world as hermetically sealed as the aluminium pods they purchase and consume. Besides the Club’s phone, fax and online distribution channels, pods can only be bought at the boutiques, which minimise even the potential for serendipitous mingling. The baristas are there primarily for product demonstrations, whilst highly trained staff recite the machines’ strengths (be they in design or utility), or information about the actual coffees. For Club members, the boutique service is merely the human extension of Nespresso’s online presence, whereby product information becomes increasingly tailored to increasingly individualised tastes. In the boutique, this emphasis on the individual is sold in terms of elegance, expedience and privilege. Nespresso boasts that over 70 per cent of its workforce is “customer facing,” sharing their passion and knowledge with Club members. Having already received and processed the product information (through the website, boutique staff, and promotional brochures), Club members need not do anything more than purchase their pods. In some of the more recently opened boutiques, such as in Paris-Madeleine, there is even an Exclusive Room where only Club members may enter—curious tourists (or potential members) are kept out. Club members though can select their preferred Grands Crus and checkout automatically, thanks to RFID (radio frequency identification) technology inserted in the capsule sleeves. So, where Starbucks exudes an inclusive, hearth-like hospitality, the Nespresso Club appears more like a pampered clique, albeit a growing one. As described in the Financial Times, “combine the reception desk of a designer hotel with an expensive fashion display and you get some idea what a Nespresso ‘coffee boutique’ is like” (Wiggins and Simonian 10). Conclusion Instead of sociability, Nespresso puts a premium on exclusivity and the knowledge gained through that exclusive experience. The more Club members know about the coffee, the faster and more individualised (and “therefore” better) the transaction they have with the Nespresso brand. This in turn confirms Zygmunt Bauman’s contention that, in a consumer society, being free to choose requires competence: “Freedom to choose does not mean that all choices are right—there are good and bad choices, better and worse choices. The kind of choice eventually made is the evidence of competence or its lack” (Bauman 43-44). Consumption here becomes an endless process of self-fashioning through commodities; a process Eva Illouz considers “all the more strenuous when the market recruits the consumer through the sysiphian exercise of his/her freedom to choose who he/she is” (Illouz 392). In a status-based setting, the more finely graded the differences between commodities (various places of origin, blends, intensities, and so on), the harder the consumer works to stay ahead—which means to be sufficiently informed. Consumers are locked in a game of constant reassurance, to show upward mobility to both themselves and society. For all that, and like Starbucks, Nespresso shows some signs of corporate social responsibility. In 2009, the company announced its “Ecolaboration” initiative, a series of eco-friendly targets for 2013. By then, Nespresso aims to: source 80 per cent of its coffee through Sustainable Quality Programs and Rainforest Alliance Certified farms; triple its capacity to recycle used capsules to 75 per cent; and reduce the overall carbon footprint required to produce each cup of Nespresso by 20 per cent (Nespresso). This information is conveyed through the brand’s website, press releases and brochures. However, since such endeavours are now de rigueur for many brands, it does not register as particularly innovative, progressive or challenging: it is an unexceptional (even expected) part of contemporary mainstream marketing. Indeed, the use of actor George Clooney as Nespresso’s brand ambassador since 2005 shows shrewd appraisal of consumers’ political and cultural sensibilities. As a celebrity who splits his time between Hollywood and Lake Como in Italy, Clooney embodies the glamorous, cosmopolitan lifestyle that Nespresso signifies. However, as an actor famous for backing political and humanitarian causes (having raised awareness for crises in Darfur and Haiti, and backing calls for the legalisation of same-sex marriage), Clooney’s meanings extend beyond cinema: as a celebrity, he is multi-coded. Through its association with Clooney, and his fusion of star power and worldly sophistication, the brand is imbued with semantic latitude. Still, in the television commercials in which Clooney appears for Nespresso, his role as the Hollywood heartthrob invariably overshadows that of the political campaigner. These commercials actually pivot on Clooney’s romantic appeal, an appeal which is ironically upstaged in the commercials by something even more seductive: Nespresso coffee. References Bauman, Zygmunt. “Collateral Casualties of Consumerism.” Journal of Consumer Culture 7.1 (2007): 25–56. Betts, Paul. “Nestlé Refines its Arsenal in the Luxury Coffee War.” Financial Times 28 Apr. (2010): 14. Bourdieu, Pierre. Distinction: A Social Critique of the Judgement of Taste. Cambridge: Harvard University Press, 1984. Butler, Reg. “The Nespresso Route to a Perfect Espresso.” Tea & Coffee Trade Journal 172.4 (2000): 50. Canning, Simon. “Nespresso Taps a Cultural Thirst.” The Australian 26 Oct. (2009): 28. Dickinson, Greg. “Joe’s Rhetoric: Finding Authenticity at Starbucks.” Rhetoric Society Quarterly 32.4 (2002): 5–27. Gapper, John. “Lessons from Nestlé’s Coffee Break.” Financial Times 3 Jan. (2008): 9. Gaudio, Rudolf P. “Coffeetalk: StarbucksTM and the Commercialization of Casual Conversation.” Language in Society 32.5 (2003): 659–91. Habermas, Jürgen. The Structural Transformation of the Public Sphere: An Inquiry into a Category of Bourgeois Society. Cambridge: MIT Press, 1962. Illouz, Eva. “Emotions, Imagination and Consumption: A New Research Agenda.” Journal of Consumer Culture 9 (2009): 377–413. Karababa, EmInegül, and GüIIz Ger. “Early Modern Ottoman Coffehouse Culture and the Formation of the Consumer Subject." Journal of Consumer Research 37.5 (2011): 737–60 Kjeldgaard, Dannie, and Jacob Ostberg. “Coffee Grounds and the Global Cup: Global Consumer Culture in Scandinavia”. Consumption, Markets and Culture 10.2 (2007): 175–87. Kleinman, Sharon S. “Café Culture in France and the United States: A Comparative Ethnographic Study of the Use of Mobile Information and Communication Technologies.” Atlantic Journal of Communication 14.4 (2006): 191–210. Luckins, Tanja. “Flavoursome Scraps of Conversation: Talking and Hearing the Cosmopolitan City, 1900s–1960s.” History Australia 7.2 (2010): 31.1–31.16. Markides, Constantinos C. “A Dynamic View of Strategy.” Sloan Management Review 40.3 (1999): 55. Nespresso. “Ecolaboration Initiative Directs Nespresso to Sustainable Success.” Nespresso Media Centre 2009. 13 Dec. 2011. ‹http://www.nespresso.com›. O’Brien, Mary. “A Shot at the Big Time.” The Age 21 Jun. (2011): 16. Oldenburg, Ray. The Great Good Place: Cafés, Coffee Shops, Community Centers, Beauty Parlors, General Stores, Bars, Hangouts, and How They Get You Through the Day. New York: Paragon House, 1989. Purpura, Linda. “New Espresso Machines to Tempt the Palate.” The Weekly Home Furnishings Newspaper 3 May (1993): 116. Purpura, Linda. “Espresso: Grace under Pressure.” The Weekly Home Furnishings Newspaper 16 Dec. (1991): 88. Reguly, Eric. “No Ordinary Joe: Nestlé Pulls off Caffeine Coup.” The Globe and Mail 6 Jul. (2009): B1. Ruzich, Constance M. “For the Love of Joe: The Language of Starbucks.” The Journal of Popular Culture 41.3 (2008): 428–42. Sassatelli, Roberta, and Federica Davolio. “Consumption, Pleasure and Politics: Slow Food and the Politico-aesthetic Problematization of Food.” Journal of Consumer Culture 10.2 (2010): 202–32. Savitz, Andrew W. The Triple Bottom Line: How Today’s Best-run Companies are Achieving Economic, Social, and Environmental Success—And How You Can Too. San Francisco: Jossey-Bass, 2006. Scerri, Andrew. “Triple Bottom-line Capitalism and the ‘Third Place’.” Arena Journal 20 (2002/03): 57–65. Simon, Bryant. “Not Going to Starbucks: Boycotts and the Out-sourcing of Politics in the Branded World.” Journal of Consumer Culture 11.2 (2011): 145–67. Simonian, Haig. “Nestlé Doubles Nespresso Output.” FT.Com 10 Jun. (2009). 2 Feb. 2012 ‹http://www.ft.com/cms/s/0/0dcc4e44-55ea-11de-ab7e-00144feabdc0.html#axzz1tgMPBgtV›. Topik, Steven. “Coffee as a Social Drug.” Cultural Critique 71 (2009): 81–106. Wiggins, Jenny, and Haig Simonian. “How to Serve a Bespoke Cup of Coffee.” Financial Times 3 Apr. (2007): 10.

Abstract:

Newspapers and the 7:15 Showing Cinemagoing involves planning. Even in the most impromptu instances, one has to consider meeting places, line-ups and competing responsibilities. One arranges child care, postpones household chores, or rushes to finish meals. One must organise transportation and think about routes, traffic, parking or public transit. And during the course of making plans for a trip to the cinema, whether alone or in the company of others, typically one turns to locate a recent newspaper. Consulting its printed page lets us ascertain locations, a selection of film titles and their corresponding show times. In preparing to feed a cinema craving, we burrow through a newspaper to an entertainment section, finding a tableau of information and promotional appeals. Such sections compile the mini-posters of movie advertisem*nts, with their truncated credits, as well as various reviews and entertainment news. We see names of shopping malls doubling as names of theatres. We read celebrity gossip that may or may not pertain to the film selected for that occasion. We informally rank viewing priorities ranging from essential theatrical experiences to those that can wait for the videotape release. We attempt to assess our own mood and the taste of our filmgoing companions, matching up what we suppose are appropriate selections. Certainly, other media vie to supplant the newspaper's role in cinemagoing; many now access on-line sources and telephone services that offer the crucial details about start times. Nonetheless, as a campaign by the Newspaper Association of America in Variety aimed to remind film marketers, 80% of cinemagoers refer to newspaper listings for times and locations before heading out. The accuracy of that association's statistics notwithstanding, for the moment, the local daily or weekly newspaper has a secure place in the routines of cinematic life. A basic impetus for the newspaper's role is its presentation of a schedule of show times. Whatever the venue -- published, phone or on-line -- it strikes me as especially telling that schedules are part of the ordinariness of cinemagoing. To be sure, there are those who decide what film to see on site. Anecdotally, I have had several people comment recently that they no longer decide what movie to see, but where to see a (any) movie. Regardless, the schedule, coupled with the theatre's location, figures as a point of coordination for travel through community space to a site of film consumption. The choice of show time is governed by countless demands of everyday life. How often has the timing of a film -- not the film itself, the theatre at which it's playing, nor one's financial situation --determined one's attendance? How familiar is the assessment that show times are such that one cannot make it, that the film begins a bit too earlier, that it will run too late for whatever reason, and that other tasks intervene to take precedence? I want to make several observations related to the scheduling of film exhibition. Most generally, it makes manifest that cinemagoing involves an exercise in the application of cinema knowledge -- that is, minute, everyday facilities and familiarities that help orchestrate the ordinariness of cultural life. Such knowledge informs what Michel de Certeau characterises as "the procedures of everyday creativity" (xiv). Far from random, the unexceptional decisions and actions involved with cinemagoing bear an ordering and a predictability. Novelty in audience activity appears, but it is alongside fairly exact expectations about the event. The schedule of start times is essential to the routinisation of filmgoing. Displaying a Fordist logic of streamlining commodity distribution and the time management of consumption, audiences circulate through a machine that shapes their constituency, providing a set time for seating, departure, snack purchases and socialising. Even with the staggered times offered by multiplex cinemas, schedules still lay down a fixed template around which other activities have to be arrayed by the patron. As audiences move to and through the theatre, the schedule endeavours to regulate practice, making us the subjects of a temporal grid, a city context, a cinema space, as well as of the film itself. To be sure, one can arrive late and leave early, confounding the schedule's disciplining force. Most importantly, with or without such forms of evasion, it channels the actions of audiences in ways that consideration of the gaze cannot address. Taking account of the scheduling of cinema culture, and its implication of adjunct procedures of everyday life, points to dimensions of subjectivity neglected by dominant theories of spectatorship. To be the subject of a cinema schedule is to understand one assemblage of the parameters of everyday creativity. It would be foolish to see cinema audiences as cattle, herded and processed alone, in some crude Gustave LeBon fashion. It would be equally foolish not to recognise the manner in which film distribution and exhibition operates precisely by constructing images of the activity of people as demographic clusters and generalised cultural consumers. The ordinary tactics of filmgoing are supplemental to, and run alongside, a set of industrial structures and practices. While there is a correlation between a culture industry's imagined audience and the life that ensues around its offerings, we cannot neglect that, as attention to film scheduling alerts us, audiences are subjects of an institutional apparatus, brought into being for the reproduction of an industrial edifice. Streamline Audiences In this, film is no different from any culture industry. Film exhibition and distribution relies on an understanding of both the market and the product or service being sold at any given point in time. Operations respond to economic conditions, competing companies, and alternative activities. Economic rationality in this strategic process, however, only explains so much. This is especially true for an industry that must continually predict, and arguably give shape to, the "mood" and predilections of disparate and distant audiences. Producers, distributors and exhibitors assess which films will "work", to whom they will be marketed, as well as establish the very terms of success. Without a doubt, much of the film industry's attentions act to reduce this uncertainty; here, one need only think of the various forms of textual continuity (genre films, star performances, etc.) and the economies of mass advertising as ways to ensure box office receipts. Yet, at the core of the operations of film exhibition remains a number of flexible assumptions about audience activity, taste and desire. These assumptions emerge from a variety of sources to form a brand of temporary industry "commonsense", and as such are harbingers of an industrial logic. Ien Ang has usefully pursued this view in her comparative analysis of three national television structures and their operating assumptions about audiences. Broadcasters streamline and discipline audiences as part of their organisational procedures, with the consequence of shaping ideas about consumers as well as assuring the reproduction of the industrial structure itself. She writes, "institutional knowledge is driven toward making the audience visible in such a way that it helps the institutions to increase their power to get their relationship with the audience under control, and this can only be done by symbolically constructing 'television audience' as an objectified category of others that can be controlled, that is, contained in the interest of a predetermined institutional goal" (7). Ang demonstrates, in particular, how various industrially sanctioned programming strategies (programme strips, "hammocking" new shows between successful ones, and counter-programming to a competitor's strengths) and modes of audience measurement grow out of, and invariably support, those institutional goals. And, most crucially, her approach is not an effort to ascertain the empirical certainty of "actual" audiences; instead, it charts the discursive terrain in which the abstract concept of audience becomes material for the continuation of industry practices. Ang's work tenders special insight to film culture. In fact, television scholarship has taken full advantage of exploring the routine nature of that medium, the best of which deploys its findings to lay bare configurations of power in domestic contexts. One aspect has been television time and schedules. For example, David Morley points to the role of television in structuring everyday life, discussing a range of research that emphasises the temporal dimension. Alerting us to the non- necessary determination of television's temporal structure, he comments that we "need to maintain a sensitivity to these micro-levels of division and differentiation while we attend to the macro-questions of the media's own role in the social structuring of time" (265). As such, the negotiation of temporal structures implies that schedules are not monolithic impositions of order. Indeed, as Morley puts it, they "must be seen as both entering into already constructed, historically specific divisions of space and time, and also as transforming those pre-existing division" (266). Television's temporal grid has been address by others as well. Paddy Scannell characterises scheduling and continuity techniques, which link programmes, as a standardisation of use, making radio and television predictable, 'user friendly' media (9). John Caughie refers to the organization of flow as a way to talk about the national particularities of British and American television (49-50). All, while making their own contributions, appeal to a detailing of viewing context as part of any study of audience, consumption or experience; uncovering the practices of television programmers as they attempt to apprehend and create viewing conditions for their audiences is a first step in this detailing. Why has a similar conceptual framework not been applied with the same rigour to film? Certainly the history of film and television's association with different, at times divergent, disciplinary formations helps us appreciate such theoretical disparities. I would like to mention one less conspicuous explanation. It occurs to me that one frequently sees a collapse in the distinction between the everyday and the domestic; in much scholarship, the latter term appears as a powerful trope of the former. The consequence has been the absenting of a myriad of other -- if you will, non-domestic -- manifestations of everyday-ness, unfortunately encouraging a rather literal understanding of the everyday. The impression is that the abstractions of the everyday are reduced to daily occurrences. Simply put, my minor appeal is for the extension of this vein of television scholarship to out-of-home technologies and cultural forms, that is, other sites and locations of the everyday. In so doing, we pay attention to extra-textual structures of cinematic life; other regimes of knowledge, power, subjectivity and practice appear. Film audiences require a discussion about the ordinary, the calculated and the casual practices of cinematic engagement. Such a discussion would chart institutional knowledge, identifying operating strategies and recognising the creativity and multidimensionality of cinemagoing. What are the discursive parameters in which the film industry imagines cinema audiences? What are the related implications for the structures in which the practice of cinemagoing occurs? Vectors of Exhibition Time One set of those structures of audience and industry practice involves the temporal dimension of film exhibition. In what follows, I want to speculate on three vectors of the temporality of cinema spaces (meaning that I will not address issues of diegetic time). Note further that my observations emerge from a close study of industrial discourse in the U.S. and Canada. I would be interested to hear how they are manifest in other continental contexts. First, the running times of films encourage turnovers of the audience during the course of a single day at each screen. The special event of lengthy anomalies has helped mark the epic, and the historic, from standard fare. As discussed above, show times coordinate cinemagoing and regulate leisure time. Knowing the codes of screenings means participating in an extension of the industrial model of labour and service management. Running times incorporate more texts than the feature presentation alone. Besides the history of double features, there are now advertisem*nts, trailers for coming attractions, trailers for films now playing in neighbouring auditoriums, promotional shorts demonstrating new sound systems, public service announcements, reminders to turn off cell phones and pagers, and the exhibitor's own signature clips. A growing focal point for filmgoing, these introductory texts received a boost in 1990, when the Motion Picture Association of America changed its standards for the length of trailers, boosting it from 90 seconds to a full two minutes (Brookman). This intertextuality needs to be supplemented by a consideration of inter- media appeals. For example, advertisem*nts for television began appearing in theatres in the 1990s. And many lobbies of multiplex cinemas now offer a range of media forms, including video previews, magazines, arcades and virtual reality games. Implied here is that motion pictures are not the only media audiences experience in cinemas and that there is an explicit attempt to integrate a cinema's texts with those at other sites and locations. Thus, an exhibitor's schedule accommodates an intertextual strip, offering a limited parallel to Raymond Williams's concept of "flow", which he characterised by stating -- quite erroneously -- "in all communication systems before broadcasting the essential items were discrete" (86-7). Certainly, the flow between trailers, advertisem*nts and feature presentations is not identical to that of the endless, ongoing text of television. There are not the same possibilities for "interruption" that Williams emphasises with respect to broadcasting flow. Further, in theatrical exhibition, there is an end-time, a time at which there is a public acknowledgement of the completion of the projected performance, one that necessitates vacating the cinema. This end-time is a moment at which the "rental" of the space has come due; and it harkens a return to the street, to the negotiation of city space, to modes of public transit and the mobile privatisation of cars. Nonetheless, a schedule constructs a temporal boundary in which audiences encounter a range of texts and media in what might be seen as limited flow. Second, the ephemerality of audiences -- moving to the cinema, consuming its texts, then passing the seat on to someone else -- is matched by the ephemerality of the features themselves. Distributors' demand for increasing numbers of screens necessary for massive, saturation openings has meant that films now replace one another more rapidly than in the past. Films that may have run for months now expect weeks, with fewer exceptions. Wider openings and shorter runs have created a cinemagoing culture characterised by flux. The acceleration of the turnover of films has been made possible by the expansion of various secondary markets for distribution, most importantly videotape, splintering where we might find audiences and multiplying viewing contexts. Speeding up the popular in this fashion means that the influence of individual texts can only be truly gauged via cross-media scrutiny. Short theatrical runs are not axiomatically designed for cinemagoers anymore; they can also be intended to attract the attention of video renters, purchasers and retailers. Independent video distributors, especially, "view theatrical release as a marketing expense, not a profit center" (Hindes & Roman 16). In this respect, we might think of such theatrical runs as "trailers" or "loss leaders" for the video release, with selected locations for a film's release potentially providing visibility, even prestige, in certain city markets or neighbourhoods. Distributors are able to count on some promotion through popular consumer- guide reviews, usually accompanying theatrical release as opposed to the passing critical attention given to video release. Consequently, this shapes the kinds of uses an assessment of the current cinema is put to; acknowledging that new releases function as a resource for cinema knowledge highlights the way audiences choose between and determine big screen and small screen films. Taken in this manner, popular audiences see the current cinema as largely a rough catalogue to future cultural consumption. Third, motion picture release is part of the structure of memories and activities over the course of a year. New films appear in an informal and ever-fluctuating structure of seasons. The concepts of summer movies and Christmas films, or the opening weekends that are marked by a holiday, sets up a fit between cinemagoing and other activities -- family gatherings, celebrations, etc. Further, this fit is presumably resonant for both the industry and popular audiences alike, though certainly for different reasons. The concentration of new films around visible holiday periods results in a temporally defined dearth of cinemas; an inordinate focus upon three periods in the year in the U.S. and Canada -- the last weekend in May, June/July/August and December -- creates seasonal shortages of screens (Rice-Barker 20). In fact, the boom in theatre construction through the latter half of the 1990s was, in part, to deal with those short-term shortages and not some year-round inadequate seating. Configurations of releasing colour a calendar with the tactical manoeuvres of distributors and exhibitors. Releasing provides a particular shape to the "current cinema", a term I employ to refer to a temporally designated slate of cinematic texts characterised most prominently by their newness. Television arranges programmes to capitalise on flow, to carry forward audiences and to counter-programme competitors' simultaneous offerings. Similarly, distributors jostle with each other, with their films and with certain key dates, for the limited weekends available, hoping to match a competitor's film intended for one audience with one intended for another. Industry reporter Leonard Klady sketched some of the contemporary truisms of releasing based upon the experience of 1997. He remarks upon the success of moving Liar, Liar (Tom Shadyac, 1997) to a March opening and the early May openings of Austin Powers: International Man of Mystery (Jay Roach, 1997) and Breakdown (Jonathan Mostow, 1997), generally seen as not desirable times of the year for premieres. He cautions against opening two films the same weekend, and thus competing with yourself, using the example of Fox's Soul Food (George Tillman, Jr., 1997) and The Edge (Lee Tamahori, 1997). While distributors seek out weekends clear of films that would threaten to overshadow their own, Klady points to the exception of two hits opening on the same date of December 19, 1997 -- Tomorrow Never Dies (Roger Spottiswoode, 1997) and Titanic (James Cameron, 1997). Though but a single opinion, Klady's observations are a peek into a conventional strain of strategising among distributors and exhibitors. Such planning for the timing and appearance of films is akin to the programming decisions of network executives. And I would hazard to say that digital cinema, reportedly -- though unlikely -- just on the horizon and in which texts will be beamed to cinemas via satellite rather than circulated in prints, will only augment this comparison; releasing will become that much more like programming, or at least will be conceptualised as such. To summarize, the first vector of exhibition temporality is the scheduling and running time; the second is the theatrical run; the third is the idea of seasons and the "programming" of openings. These are just some of the forces streamlining filmgoers; the temporal structuring of screenings, runs and film seasons provides a material contour to the abstraction of audience. Here, what I have delineated are components of an industrial logic about popular and public entertainment, one that offers a certain controlled knowledge about and for cinemagoing audiences. Shifting Conceptual Frameworks A note of caution is in order. I emphatically resist an interpretation that we are witnessing the becoming-film of television and the becoming-tv of film. Underneath the "inversion" argument is a weak brand of technological determinism, as though each asserts its own essential qualities. Such a pat declaration seems more in line with the mythos of convergence, and its quasi-Darwinian "natural" collapse of technologies. Instead, my point here is quite the opposite, that there is nothing essential or unique about the scheduling or flow of television; indeed, one does not have to look far to find examples of less schedule-dependent television. What I want to highlight is that application of any term of distinction -- event/flow, gaze/glance, public/private, and so on -- has more to do with our thinking, with the core discursive arrangements that have made film and television, and their audiences, available to us as knowable and different. So, using empirical evidence to slide one term over to the other is a strategy intended to supplement and destabilise the manner in which we draw conclusions, and even pose questions, of each. What this proposes is, again following the contributions of Ien Ang, that we need to see cinemagoing in its institutional formation, rather than some stable technological, textual or experiential apparatus. The activity is not only a function of a constraining industrial practice or of wildly creative patrons, but of a complex inter-determination between the two. Cinemagoing is an organisational entity harbouring, reviving and constituting knowledge and commonsense about film commodities, audiences and everyday life. An event of cinema begins well before the dimming of an auditorium's lights. The moment a newspaper is consulted, with its local representation of an internationally circulating current cinema, its listings belie a scheduling, an orderliness, to the possible projections in a given location. As audiences are formed as subjects of the current cinema, we are also agents in the continuation of a set of institutions as well. References Ang, Ien. Desperately Seeking the Audience. New York: Routledge, 1991. Brookman, Faye. "Trailers: The Big Business of Drawing Crowds." Variety 13 June 1990: 48. Caughie, John. "Playing at Being American: Games and Tactics." Logics of Television: Essays in Cultural Criticism. Ed. Patricia Mellencamp. Bloomington: Indiana UP, 1990. De Certeau, Michel. The Practice of Everyday Life. Trans. Steve Rendall. Berkeley: U of California P, 1984. Hindes, Andrew, and Monica Roman. "Video Titles Do Pitstops on Screens." Variety 16-22 Sep. 1996: 11+. Klady, Leonard. "Hitting and Missing the Market: Studios Show Savvy -- or Just Luck -- with Pic Release Strategies." Variety 19-25 Jan. 1998: 18. Morley, David. Television, Audiences and Cultural Studies. New York: Routledge, 1992. Newspaper Association of America. "Before They See It Here..." Advertisem*nt. Variety 22-28 Nov. 1999: 38. Rice-Barker, Leo. "Industry Banks on New Technology, Expanded Slates." Playback 6 May 1996: 19-20. Scannell, Paddy. Radio, Television and Modern Life. Oxford: Blackwell, 1996. Williams, Raymond. Television: Technology and Cultural Form. New York: Schocken, 1975. Citation reference for this article MLA style: Charles Acland. "Matinees, Summers and Opening Weekends: Cinemagoing Audiences as Institutional Subjects." M/C: A Journal of Media and Culture 3.1 (2000). [your date of access] <http://www.uq.edu.au/mc/0003/cinema.php>. Chicago style: Charles Acland, "Matinees, Summers and Opening Weekends: Cinemagoing Audiences as Institutional Subjects," M/C: A Journal of Media and Culture 3, no. 1 (2000), <http://www.uq.edu.au/mc/0003/cinema.php> ([your date of access]). APA style: Charles Acland. (2000) Matinees, Summers and Opening Weekends: Cinemagoing Audiences as Institutional Subjects. M/C: A Journal of Media and Culture 3(1). <http://www.uq.edu.au/mc/0003/cinema.php> ([your date of access]).

Abstract:

Introduction It is very common for children’s films to adapt, rework, or otherwise re-imagine existing cultural material. Such re-imaginings are potential candidates for fidelity criticism: a mode of analysis whereby an adaptation is judged according to its degree of faithfulness to the source text. Indeed, it is interesting that while fidelity criticism is now considered outdated and problematic by adaptation theorists (see Stam; Leitch; and Whelehan) the issue of fidelity has tended to linger in the discussions that form around material adapted for children. In particular, it is often assumed that the re-imagining of cultural material for children will involve a process of “dumbing down” that strips the original text of its complexity so that it is more easily consumed by young audiences (see sem*nza; Kellogg; Hastings; and Napolitano). This is especially the case when children’s films draw from texts—or genres—that are specifically associated with an adult readership. This paper explores such an interplay between children’s and adult’s culture with reference to the re-imagining of the horror genre in children’s animated film. Recent years have seen an inrush of animated films that play with horror tropes, conventions, and characters. These include Frankenweenie (2012), ParaNorman (2012), Hotel Transylvania (2012), Igor (2008), Monsters Inc. (2001), Monster House (2006), and Monsters vs Aliens (2009). Often diminishingly referred to as “kiddie horror” or “goth lite”, this re-imagining of the horror genre is connected to broader shifts in children’s culture, literature, and media. Anna Jackson, Karen Coats, and Roderick McGillis, for instance, have written about the mainstreaming of the Gothic in children’s literature after centuries of “suppression” (2); a glance at the titles in a children’s book store, they tell us, may suggest that “fear or the pretence of fear has become a dominant mode of enjoyment in literature for young people” (1). At the same time, as Lisa Hopkins has pointed out, media products with dark, supernatural, or Gothic elements are increasingly being marketed to children, either directly or through product tie-ins such as toys or branded food items (116-17). The re-imagining of horror for children demands our attention for a number of reasons. First, it raises questions about the commercialisation and repackaging of material that has traditionally been considered “high culture”, particularly when the films in question are seen to pilfer from sites of the literary Gothic such as Mary Shelley’s Frankenstein (1818) or Bram Stoker’s Dracula (1897). The classic horror films of the 1930s such as James Whale’s Frankenstein (1931) also have their own canonical status within the genre, and are objects of reverence for horror fans and film scholars alike. Moreover, aficionados of the genre have been known to object vehemently to any perceived simplification or dumbing down of horror conventions in order to address a non-horror audience. As Lisa Bode has demonstrated, such objections were articulated in many reviews of the film Twilight, in which the repackaging and simplifying of vampire mythology was seen to pander to a female, teenage or “tween” audience (710-11). Second, the re-imagining of horror for children raises questions about whether the genre is an appropriate source of pleasure and entertainment for young audiences. Horror has traditionally been understood as problematic and damaging even for adult viewers: Mark Jancovich, for instance, writes of the long-standing assumption that horror “is moronic, sick and worrying; that any person who derives pleasure from the genre is moronic, sick and potentially dangerous” and that both the genre and its fans are “deviant” (18). Consequently, discussions about the relationship between children and horror have tended to emphasise regulation, restriction, censorship, effect, and “the dangers of imitative violence” (Buckingham 95). As Paul Wells observes, there is a “consistent concern […] that horror films are harmful to children, but clearly these films are not made for children, and the responsibility for who views them lies with adult authority figures who determine how and when horror films are seen” (24). Previous academic work on the child as horror viewer has tended to focus on children as consumers of horror material designed for adults. Joanne Cantor’s extensive work in this area has indicated that fright reactions to horror media are commonly reported and can be long-lived (Cantor; and Cantor and Oliver). Elsewhere, the work of Sarah Smith (45-76) and David Buckingham (95-138) has indicated that children, like adults, can gain certain pleasures from the genre; it has also indicated that children can be quite media savvy when viewing horror, and can operate effectively as self-censors. However, little work has yet been conducted on whether (and how) the horror genre might be transformed for child viewers. With this in mind, I explore here the re-imagining of horror in two children’s animated films: Frankenweenie and ParaNorman. I will consider the way horror tropes, narratives, conventions, and characters have been reshaped in each film with a child’s perspective in mind. This, I argue, does not make them simplified texts or unsuitable objects of pleasure for adults; instead, the films demonstrate that the act of re-imagining horror for children calls into question long-held assumptions about pleasure, taste, and the boundaries between “adult” and “child”. Frankenweenie and ParaNorman: Rewriting the Myth of Childhood Innocence Frankenweenie is a stop-motion animation written by John August and directed by Tim Burton, based on a live-action short film made by Burton in 1984. As its name suggests, Frankenweenie re-imagines Shelley’s Frankenstein by transforming the relationship between creator and monster into that between child and pet. Burton’s Victor Frankenstein is a young boy living in a small American town, a creative loner who enjoys making monster movies. When his beloved dog Sparky is killed in a car accident, young Victor—like his predecessor in Shelley’s novel—is driven by the awfulness of this encounter with death to discover the “mysteries of creation” (Shelley 38): he digs up Sparky’s body, drags the corpse back to the family home, and reanimates him in the attic. This coming-to-life sequence is both a re-imagining of the famous animation scene in Whale’s film Frankenstein and a tender expression of the love between a boy and his dog. The re-imagined creation scene therefore becomes a site of negotiation between adult and child audiences: adult viewers familiar with Whale’s adaptation and its sense of electric spectacle are invited to rethink this scene from a child’s perspective, while child viewers are given access to a key moment from the horror canon. While this blurring of the lines between child and adult is a common theme in Burton’s work—many of his films exist in a liminal space where a certain childlike sensibility mingles with a more adult-centric dark humour—Frankenweenie is unique in that it actively re-imagines as “childlike” a film and/or work of literature that was previously populated by adult characters and associated with adult audiences. ParaNorman is the second major film from the animation studio Laika Entertainment. Following in the footsteps of the earlier Laika film Coraline (2009)—and paving the way for the studio’s 2014 release, Boxtrolls—ParaNorman features stop-motion animation, twisted storylines, and the exploration of dark themes and spaces by child characters. The film tells the story of Norman, an eleven year old boy who can see and communicate with the dead. This gift marks him as an outcast in the small town of Blithe Hollow, which has built its identity on the historic trial and hanging of an “evil” child witch. Norman must grapple with the town’s troubled past and calm the spirit of the vengeful witch; along the way, he and an odd assortment of children battle zombies and townsfolk alike, the latter appearing more monstrous than the former as the film progresses. Although ParaNorman does not position itself as an adaptation of a specific horror text, as does Frankenweenie, it shares with Burton’s film a playful intertextuality whereby references are constantly made to iconic films in the horror genre (including Halloween [1978], Friday the 13th [1980], and Day of the Dead [1985]). Both films were released in 2012 to critical acclaim. Interestingly, though, film critics seemed to disagree over who these texts were actually “for.” Some reviewers described the films as children’s texts, and warned that adults would likely find them “tame and compromised” (Scott), “toothless” (McCarthy) or “sentimental” (Bradshaw). These comments carry connotations of simplification: the suggestion is that the conventions and tropes of the horror genre have been weakened (or even contaminated) by the association with child audiences, and that consequently adults cannot (or should not) take pleasure in the films. Other reviewers of ParaNorman and Frankenweenie suggested that adults were more likely to enjoy the films than children (O’Connell; Berardinelli; and Wolgamott). Often, this suggestion came together with a warning about scary or dark content: the films were deemed to be too frightening for young children, and this exclusion of the child audience allowed the reviewer to acknowledge his or her own enjoyment of and investment in the film (and the potential enjoyment of other adult viewers). Lou Lumenick, for instance, peppers his review of ParaNorman with language that indicates his own pleasure (“probably the year’s most visually dazzling movie so far”; the climax is “too good to spoil”; the humour is “deliciously twisted”), while warning that children as old as eight should not be taken to see the film. Similarly, Christy Lemire warns that certain elements of Frankenweenie are scary and that “this is not really a movie for little kids”; she goes on to add that this scariness “is precisely what makes ‘Frankenweenie’ such a consistent wonder to watch for the rest of us” (emphasis added). In both these cases a line is drawn between child and adult viewers, and arguably it is the film’s straying into the illicit area of horror from the confines of a children’s text that renders it an object of pleasure for the adult viewer. The thrill of being scared is also interpreted here as a specifically adult pleasure. This need on the part of critics to establish boundaries between child and adult viewerships is interesting given that the films themselves strive to incorporate children (as characters and as viewers) into the horror space. In particular, both films work hard to dismantle the myths of childhood innocence—and associated ideas about pleasure and taste—that have previously seen children excluded from the culture of the horror film. Both the young protagonists, for instance, are depicted as media-literate consumers or makers of horror material. Victor is initially seen exhibiting one of his home-made monster movies to his bemused parents, and we first encounter Norman watching a zombie film with his (dead) grandmother; clearly a consummate horror viewer, Norman decodes the film for Grandma, explaining that the zombie is eating the woman’s head because, “that’s what they do.” In this way, the myth of childhood innocence is rewritten: the child’s mature engagement with the horror genre gives him agency, which is linked to his active position in the narrative (both Norman and Victor literally save their towns from destruction); the parents, meanwhile, are reduced to babbling stereotypes who worry that their sons will “turn out weird” (Frankenweenie) or wonder why they “can’t be like other kids” (ParaNorman). The films also rewrite the myth of childhood innocence by depicting Victor and Norman as children with dark, difficult lives. Importantly, each boy has encountered death and, for each, his parents have failed to effectively guide him through the experience. In Frankenweenie Victor is grief-stricken when Sparky dies, yet his parents can offer little more than platitudes to quell the pain of loss. “When you lose someone you love they never really leave you,” Victor’s mother intones, “they just move into a special place in your heart,” to which Victor replies “I don’t want him in my heart—I want him here with me!” The death of Norman’s grandmother is similarly dismissed by his mother in ParaNorman. “I know you and Grandma were very close,” she says, “but we all have to move on. Grandma’s in a better place now.” Norman objects: “No she’s not, she’s in the living room!” In both scenes, the literal-minded but intelligent child seems to understand death, loss, and grief while the parents are unable to speak about these “mature” concepts in a meaningful way. The films are also reminders that a child’s first experience of death can come very young, and often occurs via the loss of an elderly relative or a beloved pet. Death, Play, and the Monster In both films, therefore, the audience is invited to think about death. Consequently, there is a sense in each film that while the violent and sexual content of most horror texts has been stripped away, the dark centre of the horror genre remains. As Paul Wells reminds us, horror “is predominantly concerned with the fear of death, the multiple ways in which it can occur, and the untimely nature of its occurrence” (10). Certainly, the horror texts which Frankenweenie and ParaNorman re-imagine are specifically concerned with death and mortality. The various adaptations of Frankenstein that are referenced in Frankenweenie and the zombie films to which ParaNorman pays homage all deploy “the monster” as a figure who defies easy categorisation as living or dead. The othering of this figure in the traditional horror narrative allows him/her/it to both subvert and confirm cultural ideas about life, death, and human status: for monsters, as Elaine Graham notes, have long been deployed in popular culture as figures who “mark the fault-lines” and also “signal the fragility” of boundary structures, including the boundary between human and not human, and that between life and death (12). Frankenweenie’s Sparky, as an iteration of the Frankenstein monster, clearly fits this description: he is neither living nor dead, and his monstrosity emerges not from any act of violence or from physical deformity (he remains, throughout the film, a cute and lovable dog, albeit with bolts fixed to his neck) but from his boundary-crossing status. However, while most versions of the Frankenstein monster are deliberately positioned to confront ideas about the human/machine boundary and to perform notions of the posthuman, such concerns are sidelined in Frankenweenie. Instead, the emphasis is on concerns that are likely to resonate with children: Sparky is a reminder of the human preoccupation with death, loss, and the question of why (or whether, or when) we should abide by the laws of nature. Arguably, this indicates a re-imagining of the Frankenstein tale not only for child audiences but from a child’s perspective. In ParaNorman, similarly, the zombie–often read as an articulation of adult anxieties about war, apocalypse, terrorism, and the deterioration of social order (Platts 551-55)—is re-used and re-imagined in a childlike way. From a child’s perspective, the zombie may represent the horrific truth of mortality and/or the troublesome desire to live forever that emerges once this truth has been confronted. More specifically, the notion of dealing meaningfully with the past and of honouring rather than silencing the dead is a strong thematic undercurrent in ParaNorman, and in this sense the zombies are important figures who dramatise the connections between past and present. While this past/present connection is explored on many levels in ParaNorman—including the level of a town grappling with its dark history—it is Norman and his grandmother who take centre stage: the boundary-crossing figure of the zombie is re-realised here in terms of a negotiation with a presence that is now absent (the elderly relative who has died but is still remembered). Indeed, the zombies in this film are an implicit rebuke to Norman’s mother and her command that Norman “move on” after his grandmother’s death. The dead are still present, this film playfully reminds us, and therefore “moving on” is an overly simplistic and somewhat disrespectful response (especially when imposed on children by adult authority figures.) If the horror narrative is built around the notion that “normality is threatened by the Monster”, as Robin Wood has famously suggested, ParaNorman and Frankenweenie re-imagine this narrative of subversion from a child’s perspective (31). Both films open up a space within which the child is permitted to negotiate with the destabilising figure of the monster; the normality that is “threatened” here is the adult notion of the finality of death and, relatedly, the assumption that death is not a suitable subject for children to think or talk about. Breaking down such understandings, Frankenweenie and ParaNorman strive not so much to play with death (a phrase that implies a certain callousness, a problematic disregard for human life) but to explore death through the darkness of play. This is beautifully imaged in a scene from ParaNorman in which Norman and his friend Neil play with the ghost of Neil’s recently deceased dog. “We’re going to play with a dead dog in the garden,” Neil enthusiastically announces to his brother, “and we’re not even going to have to dig him up first!” Somewhat similarly, film critic Richard Corliss notes in his review of Frankenweenie that the film’s “message to the young” is that “children should play with dead things.” Through this intersection between “death” and “play”, both films propose a particularly child-like (although not necessarily child-ish) way of negotiating horror’s dark territory. Conclusion Animated film has always been an ambiguous space in terms of age, pleasure, and viewership. As film critic Margaret Pomeranz has observed, “there is this perception that if it’s an animated film then you can take the little littlies” (Pomeranz and Stratton). Animation itself is often a signifier of safety, fun, nostalgia, and childishness; it is a means of addressing families and young audiences. Yet at the same time, the fantastic and transformative aspects of animation can be powerful tools for telling stories that are dark, surprising, or somehow subversive. It is therefore interesting that the trend towards re-imagining horror for children that this paper has identified is unfolding within the animated space. It is beyond the scope of this paper to fully consider what animation as a medium brings to this re-imagining process. However, it is worth noting that the distinctive stop-motion style used in both films works to position them as alternatives to Disney products (for although Frankenweenie was released under the Disney banner, it is visually distinct from most of Disney’s animated ventures). The majority of Disney films are adaptations or re-imaginings of some sort, yet these re-imaginings look to fairytales or children’s literature for their source material. In contrast, as this paper has demonstrated, Frankenweenie and ParaNorman open up a space for boundary play: they give children access to tropes, narratives, and characters that are specifically associated with adult viewers, and they invite adults to see these tropes, narratives, and characters from a child’s perspective. Ultimately, it is difficult to determine the success of this re-imagining process: what, indeed, does a successful re-imagining of horror for children look like, and who might be permitted to take pleasure from it? Arguably, ParaNorman and Frankenweenie have succeeded in reshaping the genre without simplifying it, deploying tropes and characters from classic horror texts in a meaningful way within the complex space of children’s animated film. References Berardinelli, James. “Frankenweenie (Review).” Reelviews, 4 Oct. 2012. 6 Aug. 2014 ‹http://www.reelviews.net/php_review_template.php?identifier=2530›. Bode, Lisa. “Transitional Tastes: Teen Girls and Genre in the Critical Reception of Twilight.” Continuum: Journal of Media & Cultural Studies 24.5 (2010): 707-19. Bradshaw, Peter. “Frankenweenie: First Look Review.” The Guardian, 11 Oct. 2012. 6 Aug. 2014 ‹http://www.theguardian.com/film/2012/oct/10/frankenweenie-review-london-film-festival-tim-burton›. Buckingham, David. Moving Images: Understanding Children’s Emotional Responses to Television. Manchester and New York: Manchester University Press, 1996. Cantor, Joanne. “‘I’ll Never Have a Clown in My House’ – Why Movie Horror Lives On.” Poetics Today 25.2 (2004): 283-304. Cantor, Joanne, and Mary Beth Oliver. “Developmental Differences in Responses to Horror”. The Horror Film. Ed. Stephen Prince. New Brunswick, NJ: Rutgers UP, 2004. 224-41. Corliss, Richard. “‘Frankenweenie’ Movie Review: A Re-Animated Delight”. Time, 4 Oct. 2012. 6 Aug. 2014 ‹http://entertainment.time.com/2012/10/04/tim-burtons-frankenweenie-a-re-animated-delight/›. Frankenweenie. Directed by Tim Burton. Walt Disney Pictures, 2012. Graham, Elaine L. Representations of the Post/Human: Monsters, Aliens and Others in Popular Culture. Manchester: Manchester UP, 2002. Hastings, A. Waller. “Moral Simplification in Disney’s The Little Mermaid.” The Lion and the Unicorn 17.1 (1993): 83-92. Hopkins, Lisa. Screening the Gothic. Austin: U of Texas P, 2005. Jackson, Anna, Karen Coats, and Roderick McGillis. “Introduction.” The Gothic in Children’s Literature: Haunting the Borders. Eds. Anna Jackson, Karen Coats, and Roderick McGillis. New York: Routledge, 2008. 1-14. Jancovich, Mark. “General Introduction.” Horror: The Film Reader. Ed. Mark Jancovich. London: Routledge, 2002. 1-19. Kellogg, Judith L. “The Dynamics of Dumbing: The Case of Merlin.” The Lion and the Unicorn 17.1 (1993): 57-72. Leitch, Thomas. “Twelve Fallacies in Contemporary Adaptation Theory.” Criticism 45.2 (2003): 149-71. Lemire, Christy. “‘Frankenweenie’ Review: Tim Burton Reminds Us Why We Love Him.” The Huffington Post, 2 Oct. 2012. 6 Aug. 2014 ‹http://www.huffingtonpost.com/2012/10/03/frankenweenie-review-tim-burton_n_1935142.html›. Lumenick, Lou. “So Good, It’s Scary (ParaNorman Review)”. New York Post, 17 Aug. 2012. 3 Jun. 2015 ‹http://nypost.com/2012/08/17/so-good-its-scary/›. McCarthy, Todd. “Frankenweenie: Film Review.” The Hollywood Reporter, 20 Sep. 2012. 6 Aug. 2014 ‹http://www.hollywoodreporter.com/movie/frankenweenie/review/372720›. Napolitano, Marc. “Disneyfying Dickens: Oliver & Company and The Muppet Christmas Carol as Dickensian Musicals.” Studies in Popular Culture 32.1 (2009): 79-102. O’Connell, Sean. “Middle School and Zombies? Awwwkward!” Washington Post, 17 Aug. 2012. 3 Jun. 2015 ‹http://www.washingtonpost.com/gog/movies/paranorman,1208210.html›. ParaNorman. Directed by Chris Butler and Sam Fell. Focus Features/Laika Entertainment, 2012. Platts, Todd K. “Locating Zombies in the Sociology of Popular Culture”. Sociology Compass 7 (2013): 547-60. Pomeranz, Margaret, and David Stratton. “Igor (Review).” At the Movies, 14 Dec. 2008. 6 Aug. 2014 ‹http://www.abc.net.au/atthemovies/txt/s2426109.htm›. Scott, A.O. “It’s Aliiiive! And Wagging Its Tail: ‘Frankenweenie’, Tim Burton’s Homage to Horror Classics.” New York Times, 4 Oct. 2012. 6 Aug. 2014 ‹http://www.nytimes.com/2012/10/05/movies/frankenweenie-tim-burtons-homage-to-horror-classics.html›. sem*nza, Gregory M. Colón. “Teens, Shakespeare, and the Dumbing Down Cliché: The Case of The Animated Tales.” Shakespeare Bulletin 26.2 (2008): 37-68. Shelley, Mary. Frankenstein, or, The Modern Prometheus. Hertfordshire: Wordsworth Editions, 1993 [1818]. Smith, Sarah J. Children, Cinema and Censorship: From Dracula to the Dead End Kids. London: I.B. Tauris, 2005. Stam, Robert. “Introduction: The Theory and Practice of Adaptation.” Literature and Film: A Guide to the Theory and Practice of Film Adaptation. Eds. Robert Stam and Alessandra Raengo. Oxford: Blackwell, 2005. 1-52. Wells, Paul. The Horror Genre: From Beelzebub to Blair Witch. London: Wallflower, 2000. Whelehan, Imelda. “Adaptations: the Contemporary Dilemmas.” Adaptations: From Text to Screen, Screen to Text. Eds. Deborah Cartmell and Imelda Whelehan. London: Routledge, 1999. 3-19. Wolgamott, L. Kent. “‘Frankenweenie’ A Box-Office Bomb, But Superior Film.” Lincoln Journal Star, 10 Oct. 2012. 18 Aug. 2014 ‹http://journalstar.com/entertainment/movies/l-kent-wolgamott-frankenweenie-a-box-office-bomb-but-superior/article_42409e82-89b9-5794-8082-7b5de3d469e2.html›. Wood, Robin. “The American Nightmare: Horror in the 70s.” Horror: The Film Reader. Ed. Mark Jancovich. London: Routledge, 2002. 25-32.

Abstract:

It’s a cool autumn morning and I am grateful for the sun as it warms the wet concrete. I have been told we will be spending some time outside later, so I am hopeful it will remain sunny. When everyone arrives, we go directly to the principal’s office. Once inside, someone points at the PA system. People pull out their cameras and take a quick photo—we were told the PA system in each school can be different so information about the broadcasting mechanism could be helpful in an emergency. I decide to take a photo as well. Figure 1: PA system inside the principal's office (Photo by Michelle Stewart) The principal joins us and we begin the task of moving through the school: a principal, two plain clothes police officers, two uniformed police officers, two police volunteers and an anthropologist researcher. Our goal is to document the entire school for a police program called School Action For Emergencies (SAFE) that seeks to create emergency plans for each school on a national Canadian police database. It is a massive undertaking to collect the data necessary to create the interactive maps of each school. We were told that potential hiding spaces were one focus alongside the general layout of the school; the other focus is thinking about potential response routes and staging for emergency responders. We snap photos based on our morning training. Broom closets and cubbyholes are now potential hiding spots that must be documented with a photo and narrated with a strategy. Misplaced items present their own challenges. A large gym mattress stored under the stairs. The principal comments that the mattress needs to be returned to the gym; a volunteer crouches down and takes a picture in the event that it remains permanently and creates a potential hiding spot. Figure 2: Documenting gym mat in hallway/potential hiding spot (Photo by Michelle Stewart) We emerge from the school, take a photo of the door, and enter the schoolyard. We move along the fence line: some individuals take notes about the physical characteristics of the property, others jot down the height of the retaining wall, still others take photos of the neighboring properties. Everyone is taking notes, taking photos, or comparing notes and photos. Soon we will be back at the police station for the larger project of harmonizing all the data into a massive mapping database. Locating the State in Its Objects Focusing on a Canadian police program called School Action for Emergency (SAFE), this article discusses the material labour practices required to create a virtual object—an augmented map. This mapping program provides a venue through which to consider the ways augmented objects come into the world. In this article, I discuss the labour practices necessary to create this map and then illustrate how labour practices are erased as part of this production and consumption of an augmented technology meant to facilitate an effective emergency response. In so doing, I will also discuss the production of authority and expertise through deployment of these police aids. As someone concerned with the ways in which the state instantiates itself into the lives of its subjects, I look at the particular enrollment practices of citizen and state agents as part of statecraft (Stewart). From Weber we are told about the role of police as they relate to state power, “state is a human community that (successfully) claims the monopoly of the legitimate use of physical force within a given territory. Note that 'territory' is one of the characteristics of the state. Specifically, at the present time, the right to use physical force is ascribed to other institutions or to individuals only to the extent to which the state permits it” (Weber, 34 my emphasis). I would argue that part of this monopoly involves cultivating citizen consent; that the subordination of citizens is equally important to police power as is the state’s permission to act. One way citizen consent is cultivated is through the performance of expertise such that subjects agree to give police power because police appear to be experts. Seen this way, police aids can be critical in cultivating this type of consent through the appearance of police as experts when they appear all knowing; what is often forgotten are the workers and aids that support that appearance (think here of dispatchers and databases). Becoming SAFE The SAFE project is an initiative of the Royal Canadian Mounted Police (RCMP), the national police force in Canada. The goal of the program is to “certify” every school in the country, meaning each school will have documentation of the school that has been uploaded into the SAFE computer program. As illustrated in the introduction, this is a time-consuming process requiring not only photos and other data be collected but also all of this data and material be uploaded into the RCMP’s centralized computer program. The desired effect is that each school will have a SAFE program so police and dispatchers can access this massive collection of the data in the event of an emergency. During my time conducting research with the RCMP, I attended training sessions with John, a young corporal in the national police force. One of John’s duties was to coordinate the certification of the SAFE program that included training sessions. The program was initiated in 2007, and within one year, the province we were working in began the process of certifying approximately 850 of its 1700 schools; it had completed over 170 schools and identified 180 local SAFE coordinators. In that first year alone over 23,000 photos had been uploaded and 2,800 school layouts were available. In short, SAFE was a data heavy, labour-intensive process and one of John’s jobs was to visit police stations to get them started certifying local schools. Certification requires that at least one police officer be involved in the documentation of the school (photos and notes). After all the data is collected it must be articulated into the computer program through prompts that allow for photos and narratives to be uploaded. In the session described in the introduction, John worked with a group of local police and police auxiliaries (volunteers). The session started with a short Power Point presentation that included information about recent school tragedies, an audio clip from Columbine that detailed the final moments of a victim as she hid from killers, and then a practical, hands-on engagement with the computer software. Prior to leaving for on-site data collection, John had the trainees open the computer program to become familiar with the screens and prompts. He highlighted the program was user-friendly, and that any mistake made could be corrected. He focused on instilling interest before leaving for the school to collect data. During this on-site visit, as I trailed behind the participants, I was fascinated by one particularly diligent volunteer. He bent, climbed, and stretched to take photos and then made careful notations. Back at the police station he was just as committed to detail when he was paired up with his partner in front of the computer. They poured over their combined notes and photos; making routes and then correcting them; demanding different types of maps to compare their handwritten notes to the apparent errors in the computer map; demanding a street map for one further clarification of the proposed route. His commitment to the process, I started to think, was quite substantial. Because of his commitment, he had to engage in quite a bit of labour. But it was in this process of refining his data that I started to see the erasure of labour. I want to take some time now to discuss the process of erasure by turning attention to feminist and labour theory emerging from science and technology studies as means to articulate what was, and was not, taking place during the data entry. Maria Puig de la Bellacasa highlights the role of care as it relates to labour. In so doing, she joins a literature that draws attention to the ways in which labour is erased through specific social and material practices (see for example works in Gibson-Graham, Resnick and Wolf). More specifically, Puig de la Bellacasa investigates care in labour as it effects what she calls “knowledge politics” (85). In her work, Puig de la Bellaca discusses Suchman’s research on software design programs that produce virtual “office assistants” to assist the user. Suchman’s work reveals the ways in which this type of “assistant” must be visible enough to assist the user but not visible enough to require recognition. In so doing, Suchman illustrates how these programs replicate the office (and domestic servant) dynamics. Seen this way, labour becomes undervalued (think for example interns, assistants, etc.) and labour that is critical to many offices (and homes). Suchman’s work in this area is helpful when thinking about the role of augmented objects such as the augmented police map because in many ways it is a type of office assistant for police officers, handing over virtual notes and information about a location that police would otherwise not necessarily know thereby replicating the office dynamic of the boss that appears all knowing because, in part, s/he has a team that supports every aspect of their work. This devalued work (the lower paid intern or assistant) facilitates the authority—and ultimately the higher wage of the boss—who appears to earn this status. Let me layer this analysis of the “office assistant” with the similar phenomena in scientific knowledge production. Steven Shapin, a sociologist of science, discusses Robert Boyle’s 17th century laboratory and the various technicians in the background that assisted in experiments but remained ignored. Shapin argues contemporary scientific practice has changed little in this regard as technicians remain unaccounted for in the scientific record. He points out “science could not be made if this technician’s work were not done, but it is thought that anyone can do it” (Shapin, 557). Without these workers and their labour, scientific knowledge would not be possible, and yet they are ignored and their labour contribution erased (for example not included in formal discussion about the research, or more recently not included as authors in articles). Of course many technicians are/were paid, but nevertheless their role in the experiment erased. One figure emerged as the expert, the scientist, whose work appeared to be solely configured and created. Programs such as the SAFE project illustrate ways in which the police officer can emerge as an authority figure; but the authority rests on labour practices that move around in the background and go unacknowledged. Much like the lab, there are many ignored figures that produce the necessary objects of police work. In the case of the SAFE program, the ideal is that a police officer will respond to a call for service and with the click of a computer screen will be immersed in this augmented map. One click reveals data about the PA system, another click offers a full layout of the school, instructions about the design of the exits, notes about potential hiding spots inside, the list goes on. Each click is a product of labourer(s) that compiled the data. But these individuals, much like Boyle’s laboratory technicians, fade into the background and are erased as the police officer emerges as an authority. The map, an augmented object, may be credited with the data it holds, but the data collectors are long forgotten as the police officer stands alone as the subject of authority because of the smooth effects of the augmented map. Smooth Effects In an era of big data and data-intensive experiences, augmented objects are increasingly present in our daily lives—with expanded tolerance and appetite. When engaging an augmented object, there is a built-in expectation that the object will "work;" meaning it will run smoothly and effectively. Take Google Maps as an example: one expects the program will run on different scales, offer the capacity to map directions, and perhaps most importantly to be accurate. When these augmented objects run smoothly they appear to be a self-contained and organized object in and of themselves. This paper intervenes on these assumptions to illustrate that this “smooth effect” can serve to erase the labour necessary to produce the effect. Thinking here of the commodity fetish, one can recall Karl Marx’s intervention that illustrated how objects, commodities, permeate our social worlds in such ways that we can see the object—that we only see the object. This concept, commodity fetishism, argues that we erase the labour and social relations involved in the production of the objects, that we forget all that was required to create the object, and we don’t see all that was destroyed in its making. An example is to think of a cup of coffee. As you sip and consume it, do you think of the commodity chain? Do you think of the worker, the working conditions necessary to plant, harvest, roast and distribute the beans; do you think about the production of the bag the beans were transported in; do you think of the warehouse or coffeehouse from which the bag of beans came from? You more likely think about how it tastes—as an object in and of itself, how it is, rather than how it came into being in the world. Similarly, I want to think about this augmented map and how attention turns to it, not how it came into the world. Thinking about labour as it relates to computer programs and computer worlds, social scientists have investigated the necessary work of computer programmers and other labourers (see for example Kelty). Tiziana Terranova discusses the immaterial and affective labour that makes online communities thrive as individuals lend their labour (often unpaid) to create an online “world” that appears to organically come together—she argues these online communities are a product of free labour. Although the police are not working for “free” the volunteers are and the valorization of labour, if erased, still results in the similar outcome. Terranova is concerned about online communities that don’t simply come into being, but rather are the product of free labour. In the case of the SAFE program, labour practices are rendered invisible when augmented objects appear to be running smoothly —when in fact this appearance of smoothness necessarily requires labour and the commodity being exchanged is the claim to authority. Figure 3: Cross referencing hardcopy map (Photo by Michelle Stewart) Figure 4: Using a hand-drawn map to assist data entry (Photo by Michelle Stewart) Moving in a different direction, but still thinking about labour, I want to turn to the work of Chris Kortright. In his work about agricultural scientists, Kortright carefully details the physical practices associated with growing an experimental crop of sorghum. From the counting and washing of the seeds, to the planting and harvesting of the seeds, he delivers rich ethnographic stories from experimental fields and labs. He closes with the story of one researcher as she enters all the data into the computer to generate one powerpoint. He explains her frustration: “You can’t see all the time we spent. The nights we slept here. All the seeds and plants. The flooding and time at the greenhouse. All the people and the labour.” I nodded, these things had disappeared. In the table, only numbers existed. (Kortright, 20) Kortright argues for the need to recognize the social relations carved out in the field that are erased through the process of producing scientific knowledge—the young researcher ultimately knowing her labour did have a place on the slide.In much the same way, the police and volunteers engaged in a practice of removing themselves from the map. There was not enough space for long sentences explaining the debate about the best route to take; longer sentences were replace with short-phrased instructions. Conjuring the image of the police officer looking for fast, quick information, quick data was what they would deliver. The focus of the program was to place emergency icons (police cars, ambulance, fire engines and helicopters) onto the map, outline response routes, and offer photos as the evidence. Their role as individuals and their labour and creativity (itself a form of labour) was erased as the desired outcome was ease and access to data—a smooth effect. I was often told that many of the police cars don’t yet have a computer inside but in an idealized future world, police cars would be equipped with a computer console. In this world, officers could receive the call for service, access the program and start to move through layers of data rapidly while receiving the details of the call. This officer would arrive informed, and prepared to effectively respond to the emergency. Thinking back to labour required to create the SAFE map for each school (photographing, mapping, writing instructions, comparing details, etc.) and then the processes of hiding that labour (limited photos and short instructions) so that the program would appear to run smoothly and be user-friendly, the SAFE program, as an object, serves to abstract and erase labour. Indeed, the desired result was a smooth running program that operated much like Suchman’s office assistant who should be just visible enough to provide the needed help but otherwise remain invisible; similar in many ways to Shapin/Boyle’s scientific technician who is critical to knowledge production and yet remains formally unrecognized. Conclusion This article investigated a map as an entry point to understand the ways in which labour can be erased in augmented objects and, concurrently, how authority figures or experts instead emerge. My goal was to discuss the labour necessary to make one augmented map while also describing the process by which the labour necessary for the map was concurrently erased. Central to this article are the ways in which labour is erased as one clicks between these layers of data and, in the process, thinks the smoothly operating computer program is a measure of the strength of program itself, and not the labour required therein. By focusing on this augmented object, I am pointing out the collective labour needed to co-produce the map but how that map then helps to produce the police officer as authority figure. My intention is to look at the map as an unexpected entry point through which to understand how consent and authority is cultivated. Accordingly, I am concerned with the labour that is erased as this police figure emerges and authority is cultivated on the ground. I focus on the labour that necessarily to produce the police officer as expert because when that labour is erased we are left only with the authority figure that appears to be self-evident—not co-constructed. To understand state practices, as practices and not magical phenomena, we must look for the ways in which the state comes into being through particular practices, such as policing and to identify the necessary labour involvedReferencesGibson-Graham, J.K., Stephen Resnick, and Richard Wolff, eds. Re/Presenting Class: Essays in Postmodern Marxism. Durham: Duke University Press, 2000. Kelty, Chris. Two Bits: The Cultural Significance of Free Software. Durham: Duke University Press, 2008. Kortright, Chris. “On Labour and Creative Transformations in the Experimental Fields of the Philippines.” East Asian Science, Technology and Society: An International Journal 7.4 (2013). Marx, Karl. Capital: A Critique of Political Econony Vol. 1. New York: Penguin Books, 2004. Puig de la Bellacasa, Maria. “Matters of Care in Technoscience: Assembling Neglected Things.” Social Studies of Science 41.1 (2011): 85-106. Shapin, Stephen. “The Invisible Technician.” Scientific American 77 (1989): 554-563. Stewart, Michelle. “The Space between the Steps: Reckoning in an Era of Reconciliation.” Contemporary Justice Review 14.1 (2011): 43-63. Suchman, Lucy. Human-Machine Reconfigurations. New York: Cambridge University Press, 2007. Terranova, Tiziana. “Free Labour: Producing Culture for the Digital Economy.” Social Text 63 (2000): 33-58. Weber, Max. The Vocation Lectures: "Science as a Vocation", "Politics as a Vocation." Indianapolis: Hackett Publishing Company, 2004.

Abstract:

Introduction Decision making on the fireground is a complex activity reflected in the cultural image of fire in contemporary Western societies, the expertise of firefighters and the public demand for response to fire. The split second decisions that must be made by incident commanders on the fireground demonstrate that the dominant models of rational, logical argument and naturalistic decision making are incapable of dealing with this complexity. Twelve senior ranking Australian fire officers participated in the investigation from which I propose that fireground incident commanders are relying on aesthetic awareness and somatic responses, similar to those of an artist, and that due to the often ineffable nature of their responses these sources of information are usually unacknowledged. As a result I have developed my own theory of decision making on the fireground, termed ‘Multimodal Decision Making’, which is distinguished from formal rationality and informal sense-based rationality in that it approaches art, science and practice as a complex and irreducible whole. Fire – Complex Decision Making The complex reality of a fireground incident is not effectively explained by decision making models based on logic. These models understand decision making in terms of a rational choice between various options (Dowie) and tend to oversimplify decision making. Grouped together they are commonly described as ‘traditional’. Recent research and the development of an alternative understanding, termed naturalistic decision making, has demonstrated that under the pressures of an emergency situation there is just not time enough to weight up alternatives (Flin, Salas, Strub and Martin; Klein). Naturalistic decision making draws on the cognitive sciences to explain how incident commanders make decisions when they are not using probability theory or rational logic (Montgomery, Lipsh*tz and Brehmer). Although I appreciate various aspects of the naturalistic models of decision making (Cannon-Bowers and Salas; Flin and Arbuthnot; Zsambok and Klein), the problem for me is that the research has been conducted from a cognitive task analysis perspective where typically each decision has been broken down into its supposed constituent parts, analysed and then reassembled. I understand this process to be counterproductive to appreciating complex and interrelated decision making. I propose an alternative explanation which I call Multimodal Decision Making. Multimodal Decision Making recognises that probability theory or rational logic does not adequately explain how incident commanders balance feelings of contradictory information in parallel, and by the very clash or strangeness of the juxtaposition, see a way forward. This is reasoning by similarity rather than calculation. I suggest that the mechanistic rational processes do not necessarily disappear, but that they are assimilated into a dynamic, as opposed to inflexible and rigid, approach to decision making. The following excerpt from a country Inspector is provided to illustrate the role of aesthetic awareness and somatic perception in fireground decision making. The Trembling Voice Early one morning a country Inspector is called out to a factory fire in a town, normally one hour’s drive away. It takes him 40 minutes to drive to the fire, and on the way he busies himself receiving two updates from the communications centre and talking by radio to the first arriving officer at the incident. Nothing the first arriving officer said was unusual or alarming. What was alarming, said the Inspector, was the very slight tremor in the first arriving officer’s voice. It contained a hint of fear. …so I got the message from the first pump that was on the scene. I could hear in his voice that he was quivering, so I thought ‘I am not too sure if he is comfortable, I’d better get him some help’ so I rang up the communications centre, and I said ‘Listen, I know you have got these two trucks coming from A., you’ve got the rural fire service’, I said ‘you need to send U. up now…I may have waited another 10 or 15 minutes before I said ‘Ok you better get G. there’ – it’s only another 40km maybe, I said ‘get them on the road as well.’ V – This is all while you are in the car? All while I am in the car driving to the incident, I am building a mental picture of what’s happening, and from hearing his voice, I felt that he was maybe not in control because of the quivering in it. V – Did you know him well already? Yeah I knew him sort of well enough… I could just tell, he sounded like he was in trouble…I felt once I arrived, he more or less – I could feel a weight come off his shoulders, ‘You’re here now, I don’t have to deal with this anymore, its all yours.’ The Inspector deduced the incident was possibly more serious than the communications centre had so far anticipated. He organised backup appliances, and these decisions, maintained the Inspector, were prompted by the “quivering” in the officer’s voice. On arrival he saw immediately that his call for backup was indeed necessary, because the fire was moving out of control with the possibility of spreading. Although the Inspector in this incident was not physically present, he relied on his aesthetic awareness and somatic perception to inform his decision making. He would have been justified if he acted only on the basis of incoming communications, which were presented in scientifically measurable terms: “factory well alight, two appliances in attendance…” and so on; nothing out of the ordinary, a straightforward incident. In fact, what he responded to was not the information he received as a verbal message, but rather the slight tremor in the first arriving officer’s voice. That is, the Inspector’s aesthetic awareness and somatic perception informed his decision to call for backup, overriding the word-information contained in the verbal report. Fire – Complex Cultural Image Fire is a complex object in itself and in a threatening context, such as the engulfment of an inhabited building, creates a complex environment which in turn, for me as a researcher, requires a complex method of inquiry. As a result I have been obliged to draw on theories of art and art criticism as part of my own method of enquiry and I have adopted Eisner and Powell’s application of aesthetics: It may be that somatic forms of knowledge – the use of the physical body as a source of information – play an important role in enabling scientists to make judgements about alternative courses of action or directions to pursue. It might be that qualitative cues are difficult to articulate, indeed clues that may themselves be ineffable, are critical for doing productive scientific work. (134) That is, sometimes the physical body is used as a source of information, and sometimes it is difficult to express in words how this happens. The following incident illustrates the importance of somatic awareness in decision making from an Inspector’s perspective. A Smell of Petrol In this incident a country Inspector was called to a row of factory units. The smell of petrol had been happening on and off over a period of 18 months, but now in the toilet of one shop it had become unbearable. The Inspector set his crew to work with a device that detects levels of petrol in the air, that he called a ‘sniffer’. When the ‘sniffer’ did not register a high value for petrol the Inspector considered the machine to be faulty and trusted his own sense of smell and that of his crew, over the ‘sniffer’. Decisions in this incident were informed by somatic response to the situation. In the Smell of Petrol, the Inspector considered his nose a more reliable source of information than a mechanised ‘sniffer’. Burning Ears Continuing the theme of mechanisation and technology, personal protective equipment, one Inspector informed me, has become so effective that firefighters are able to move much deeper into a fire than ever before. The new technology comes with a price. Previously firefighters perceived the sensation of their ears burning to be a warning sign. This somatic response has now been effectively curtailed. Technology in the form of increasing personal protective equipment, complex communication systems and sophisticated firefighting equipment is usually understood as increasing the opportunity to prevent and control an incident. Perhaps an alternative perspective could be that increasingly sophisticated technology is replacing somatic response with dangerous implications? Somatic awareness is developed within a cultural context. On the fireground, I understand the cultural context to be the image, as a fire is a moving, alive image demanding an immediate response. An arsonist may look for a fire to spiral out of control, enjoying the spectacle of an entire building being engulfed and spreading to the next office block. What is it that firefighters are looking for? What do they see? What directs their attention? Firefighters invariably see what they have been trained to see – smoke escaping from under the eaves, melting rubber between clip-lock walls, cracks in structural concrete, the colour and density of the smoke and so on. Their perception of signs, indicating their appreciation of the situation, and they way they perceive these signs – they look for them, gauge and measure their progress and act in response, are all intensified by time pressure and the imperative and means to do something. This is in sharp contrast to an arsonist or even the general public watching the fire’s progress on the TV news. The ability to comprehend and act on the visual is called aesthetics in the discipline of art criticism. I use the words ‘aesthetic awareness’ to mean the way an activity of perception is organised and informed to unspoken, but shared, principles for recognising fire features and characteristics; being able to share these principles helps with the building of an identity of expertise. In firefighting, as in other emergency service work, an aesthetic appreciation of the scene it is technically termed situational awareness (Banbury and Tremblay; Craig; Endsley and Garland) and sometimes colloquially known as a size-up. This is when incident commanders appraise the fireground and on the basis of their judgement, make decisions involving, for example, the placement of personnel and resources, calling for backup and so on. It is at this stage that the expertise of the incident commander is fore grounded and I suggest that a linear approach to decision making does not fully explain the complexities involved when a small input or adjustment can lead to very dramatic consequences. In fact, a small input leading to dramatic consequences is likely to indicate a non-linear system (Lewin). In a non-linear dynamic system, such as a fireground, some things may appear random, but they are known equations. Pink heralds a visual and non-linear approach, “perhaps some of the problems we face when we write linear texts with words as our only tool can be resolved by thinking of anthropology and its representations as not solely verbal, but also visual and not simply linear but multilinear” (Pink 10). With linear thinking there is a beginning and an end, which leads naturally to the supposition of cause and effect. This is because there is no looping back into the whole; it is as if there are many beginnings, leading to a fragmented sort of perception. Language shapes the way we perceive issues by virtue of the words we have to create our impressions with. Unfortunately, English and Western languages in general are not equipped for a multimodal communication. We are, by the structure of our language, almost squeezed into the position of talking linearly in terms of cause and effect for understanding what is happening. Fire – Complex Experience Creative decision making occurs when the person has a deep knowledge of the discipline. Great flashes of insight rarely come to the inexperienced mind. People who don’t understand rhythm, melody and harmony will not be able to compose complex pieces of music. Creative and innovative decision making on the fireground will not be possible without prior experience regarding how various materials react on combustion, the structure of the organisational hierarchy, crew configurations and the nature of the fire being fought. There is beginner’s luck of course, but this will not be a consistent approach to an otherwise fearful and dangerous situation, because knowing what to expect means feeling less danger and less fear, freeing up more energy to respond creatively. For example, consider a junior firefighter trembling in fear prior to their first incident, compared with an experienced firefighter who feels anticipation and exhilaration. We live in a world of specialisation and expert opinion, even if there is a certain cynicism creeping in over what makes someone an expert. Taylorism has ultimately produced people with high technical skills in one area and a lack of ability to see the whole picture (Konzelmann, Forrant and Wilkinson).As a counterbalance there is a current push towards multi-skilling and flattened hierarchies. For firefighting organisations this creates an interesting challenge. On the one hand there is a concentration on highly technical skill development which involves acknowledging the importance of team work; on the other, the demands of a time critical situation in which the imperative is to act quickly and decisively for the best possible outcome. Ultimate decision making responsibility lies with the incident commander who must be able to negotiate the complexity of the scene in its entirety, balancing competing demands rather than focusing solely on one aspect. The ease with which incident commanders move through the decision making process, perceiving the situation, looking at the fire and sizing it up, is not reliant on eyesight alone. It involves their ability to adjust, reframe, and move through the incident without losing their bearings, no matter how or where they are physically situated in relation to the fire. Seeing does not involve only eyesight, it sums up the experience of becoming so familiar and integrated with the aspects of fire behaviour that expert incident commanders do not lose their bearings in the process of changing their physical location. Often they rely on incoming intelligence to develop a three dimensional perspective of the fireground. They have a multimodal perspective, a holistic vista, because their sensory relationship with the fire is so thorough and extensive. Just looking at the fire for the incident commander, is not just looking at the fire, it is an aesthetic experience in which there is a shared standard for recognising what is happening, if not what should be done to mitigate it. Participating in the knowledge of these standards, these ways of seeing, is recognised as part of the identity of the group member. Nelson (97), who specialised in visually reading the man-made environment, wrote “we see what we are looking for, what we have been trained to see by habit or tradition.” Firefighters are known and respected within their cultural context by their depth of understanding of these shared standards. These shared standards may or may not be a reflection of the ideal or organisationally endorsed standard operating guidelines. I suggest that a heightened situational awareness and consequent decision making may be a visible indication of contribution and inclusion within the cultural practices of firefighting. Thus seeing involves not only eyesight, but also being a part of a cultural context; for example interpreting individualised body movements and gestures. Standard operating guidelines place rules and constraints on incident commanders. These guidelines provide a hierarchy of needs, and prescribe recommended approaches for various fireground contingencies. This does not mean that incident commanders are not creative. “Play and art without rules is uninteresting. Absolute liberty is boring” (Karlqvist 111). Within the context of the fireground, creative experience is deliberate as opposed to random. The creation of innovative approaches does not happen in a vacuum; rather it is the result of playing with the rules, stretching them, moving and testing them. It is essential to maintain common operating guidelines, or rules, because they form a stock body of common knowledge, but it is also essential to break the rules and play around with them. Karlqvist (112) writes “mastery reveals itself as breaking rules. The secret of creativity hinges on this insight, to know the right moment when you can go too far”. There are experts who are trained to be mechanical, and there are experts, such as the incident commanders I interviewed, who integrate and sometimes override the mechanical list of rules. Multimodal Decision Making is not primarily about an objective representation of the ‘truth’, but rather the unpredictable and complex conditions which incident commanders must negotiate. Conclusion When dealing with a complex and dynamic system, cause and effect are not sufficient explanation for what is happening. Instead of linear progression we are looking at a feedback or circular system, in which a small act may produce a larger reaction. Decision making on the fireground is a complex and difficult activity. Its complexity stems from the uncertain variables, the immediate threat to life and property, the safety of the crew, trapped victims, observing public, the perceptions reported by the media and the statutory obligations that motivate firefighters to their tasks are intricately interwoven. This melting pot of variable contingencies creates a complex working environment which I suggest is negotiated by a little acknowledged ability to integrate somatic and aesthetic awareness into decision making in time critical situations. When dealing with a complex and dynamic system, cause and effect are not sufficient explanation for what is happening. Instead of linear progression we are looking at a feedback or circular system, in which a small act may produce a larger reaction. Decision making on the fireground is a complex and difficult activity. Its complexity stems from uncertain variables which include the immediate threat to life and property, the safety of the crew, trapped victims, and observing public, the perceptions reported by the media and the statutory obligations that motivate firefighters to their tasks, all of which are intricately interwoven. This melting pot of variable contingencies creates a complex working environment which I suggest is negotiated by a little acknowledged ability to integrate somatic and aesthetic awareness into decision making in time critical situations. References Banbury, Simon, and Sebastian Tremblay, eds. A Cognitive Approach to Situational Awareness: Theory and Application. Hampshire, England: Ashgate, 2004. Cannon-Bowers, Janis, and Eduardo Salas. Making Decisions under Stress. Washington: American Psychological Association, 1998. Craig, Peter. Situational Awareness: Controlling Pilot Error. New York: McGraw-Hill, 2001. Dowie, Jack. “Clinical Decision Analysis: Background and Introduction.” In Analysing How We Reach Clinical Decisions, eds. H. Llewellyn & A. Hopkins. London: Royal College of Physicians, 1993. Eisner, Elliot, and Kimberly Powell. “Art in Science?” Curriculum Inquiry 32.2 (2002): 131-159. Endsley, Mica, and Daniel Garland, eds. Situational Awareness Analysis and Measurement. New Jersey: Lawrence Erlbaum Associates, 2000. Flin, Rhona, and Kevin Arbuthnot. Incident Command: Tales from the Hot Seat. England: Ashgate, 2002. Flin, Rhona, Eduardo Salas, M. Strub, and L. Martin, eds. Decision Making under Stress. England: Ashgate, 1997. Karlqvist, Aka. “Creativity: Some Historical Footnotes from Art and Science.” Ake Andersson and Nihls-Eric Sahlin, eds. The Complexity of Creativity. Dordrecht: Kluwer, 1997. Klein, Gary. Sources of Power. Massachusetts: Massachusetts Institute of Technology, 1998. Konzelmann, Suzanne, Robert Forrant, and Frank Wilkinson. “Work Systems, Corporate Strategies and Global Markets: Creative Shop Floors or ‘a Barge Mentality’?” Industrial Relations Journal 35.3 (2004). Lewin, Roger. Complexity: Life at the Edge of Chaos. 2nd ed. Chicago: U of Chicago P, 1999. Montgomery, Henry, and Raanan Lipsh*tz, and Berndt Brehmer, eds. How Professionals Make Decisions. New Jersey: Lawrence Erlbaum, 2005. Nelson, George. How to See: A Guide to Reading Our Manmade Environment. Boston: Little, Brown and Company, 1977. Pink, Sarah. “Introduction: Situating Visual Research.” In Working Images, eds. Sarah Pink, Laszlo Kurti, and Ana Isabel Afonso. New York: Routledge, 2004. Zsambok, Caroline, and Gary Klein. Naturalistic Decision Making. New Jersey: Lawrence Erlbaum, 1997. Citation reference for this article MLA Style Ingham, Valerie. "Decisions on Fire." M/C Journal 10.3 (2007). echo date('d M. Y'); ?> <http://journal.media-culture.org.au/0706/06-ingham.php>. APA Style Ingham, V. (Jun. 2007) "Decisions on Fire," M/C Journal, 10(3). Retrieved echo date('d M. Y'); ?> from <http://journal.media-culture.org.au/0706/06-ingham.php>.

Abstract:

Since its return in 2005 the science fiction series Doctor Who (BBC1) has featured many alien creatures which bear a striking similarity to non-human Earth species: the Judoon in “Smith and Jones” (2007) have heads like rhinoceroses; the nurses in “New Earth” (2006) are cats in wimples; the Tritovores in “Planet of the Dead” (2009) are giant flies in boilersuits. Yet only one non-human animal has appeared twice in the series, in unrelated stories: the pig. Furthermore, alien races such as the Judoon and the Tritovores simply happen to look like human species, and the series offers no narrative explanation as to why such similarities exist. When the pig has appeared, however, it has instead been as the consequence of experimentation and mutation, and in both cases the appearance of such porcine hybrids is signalled as horrific, unsettling and, in the end, to be pitied. The fact that the pig has appeared in this way twice suggests there is something about the human understanding of this animal which means it can fulfil a role in fiction unavailable to other Earth species. The pig’s appearance has been in two stories, both two-parters. In “Aliens of London”/“World War Three” (2005) a spaceship crashes into London’s Thames river, and the pilot inside, thought to be dead, is sent to be scientifically examined. Alone in the laboratory, the pathologist Doctor Sato is startled to find the creature is alive and, during its attempt to escape, it is shot by the military. When the creature is examined The Doctor reveals it is “an ordinary pig, from Earth.” He goes on to explain that, “someone’s taken a pig, opened up its brain, stuck bits on, then they’ve strapped it in that ship and made it dive-bomb. It must have been terrified. They’ve taken this animal and turned it into a joke.” The Doctor’s concern over the treatment of the pig mirrors his earlier reprimand of the military for shooting it; as he cradles the dying creature he shouts at the soldier responsible, “What did you do that for? It was scared! It was scared.” On the commentary track for the DVD release of this episode Julie Gardner (executive producer) and Will Cohen (visual effects producer) note how so many people told them they had a significant emotional reaction to this scene, with Gardner adding, “Bless the pig.” In that sense, what begins as a moment of horror in the series becomes one of empathy with a non-human being, and the pig moves from being a creature of terror to one whose death is seen to be an immoral act. This movement from horror to empathy can be seen in the pig’s other appearance, in “Daleks in Manhattan”/“Evolution of the Daleks” (2007). Here the alien Daleks experiment on humans in order to develop the ability to meld themselves with Earthlings, in order to repopulate their own dwindling numbers. Humans are captured and then tested; as Laszlo, one of the outcomes of the experimentation, explains, “They’re divided into two groups: high intelligence and low intelligence. The low intelligence are taken to becomes Pig Slaves, like me.” These Pig Slaves look and move like humans except for their faces, which have prolonged ears and the pig signifier of a snout. At no point in the story is it made clear why experimentations on low intelligence humans should result in them looking like pigs, and a non-hybrid pig is not seen throughout the story. The appearance of the experiments’ results is therefore not narratively explained, and it does not draw on the fact that “in digestive apparatus and nutrient requirements pigs resemble humans in more ways than any mammal except monkeys and apes, which is why pigs are much in demand for [human] medical research” (Harris 70); indeed, considering the story is set in the 1930s such a justification would be anachronistic. The use of the pig, therefore, draws solely on its cultural, not its scientific, associations. These associations are complex, and the pig has been used to connote many things in Western culture. Children’s books such as The Sheep-Pig (King-Smith) and Charlotte’s Web (White) suggest the close proximity of humans and pigs can result in an affinity capable of communication. The use of pigs to represent Poles in Maus: A Survivor’s Tale (Spiegelman), on the other hand, has been read as offensive, drawing on the animal’s association with dirt and greed (Weschler). These depictions are informed by debates about pigs in the real world, whereby an animal which, as mentioned above, is similar enough to humans to be useful in medical research can also, for the food industry, go through a slaughtering process described by Bob Torres as “horribly cruel” (47). Such cruelty can only be justified if the boundaries between the pig and the human are maintained, and this is why pig-human representations are capable of being shocking and horrific. The hybrid nature of the human-pig creature draws on the horror trope that Noël Carroll refers to as “fusion” which works because it “unites attributes held to be categorically distinct” such as “inside/outside, living/dead, insect/human, flesh/machine” (43). He explains that this is why characters in horror narratives do not find such creatures simply fearful, but also “repellent, loathsome, disgusting, repulsive and impure” (54); their failure to conform to accepted cultural categories destabilises assumed norms and, perhaps most horrifically, undermines ‘the human’ as a stable, natural and superior category. As Donna Haraway notes, “‘The species’ often means the human race, unless one is attuned to science fiction, where species abound” (18). Science fiction therefore commonly plays with ideas of species because it is often interested in “the image of the scientist ‘playing god’” (Jones 51) and the horrific outcomes of “the total severing of scientific concerns from ethical concerns” (53). That the result of human/non-human experimentation should be regarded as horrific is evidence of the need to maintain the distinctions between humans and other creatures; after all, a pig/human can only be thought of as horrific if it as assumed that there is something unnatural about the destabilisation of the human category. And it is precisely the human which matters in this equation; it is not really as if anyone cares about the pig’s categorical stability in all of this. In both these stories, the appearance of the pig-creature is narratively structured to be surprising and shocking, and is withheld from the audience for as long as possible. The first appearance of a Pig Slave in “Daleks in Manhattan” constitutes that episode’s pre-credits cliff-hanger, with the creature appearing out of the shadows and bearing down upon the camera, directly towards the audience viewing at home. At this point, the audience has no idea why such a creature exists; the meaning of the pig-human hybrid is contained purely in its visual appearance, with the horrific fact of its contradictory appearance perhaps drawing on the pig’s historical association with evil and the Devil (Sillar and Meyler 82). Similarly, in “Aliens of London” we see Sato’s shocked reaction to the pig far earlier than we actually see the creature ourselves, and Sato’s scream is clearly intended to construct what we have yet to encounter as horrific. The Doctor’s search for the creature is similarly signalled, as he roams dimly-lit corridors trying to find it, following the trail of the grunts and noises that it makes. That the pig might constitute a horrific—or at least unsettling—site for humans is unsurprising considering the cultural roles it has often played. There is, after all, an “opposition between civilization and piggishness” (Ashley, Hollows, Jones and Taylor 2) in which (incorrect) assumptions about pigs’ filthy behaviour helps mark out humanity’s cleaner and more civilised way of living. While this is true of all human/non-human interactions, it is argued that the pig occupies a particular role within this system as it is a “familiar beast” (4) because for centuries it has been a domesticated animal which has often lived alongside humans, usually in quite close proximity. In that sense, humans and pigs are very similar. Demarcating the human as a stable and natural “conceptual category ... in which we place all members of our own species and from which we exclude all non-members” (Milton 265-66) has therefore required the denigration of non-humans, at least partly to justify the dominion humans have decided they have the right to hold over other creatures such as pigs. The difficulties in maintaining this demarcation can be seen in the documentary The Private Life of Pigs (BBC2 2010) in which the farmer Jimmy Docherty carries out a number of tests on animals in order to better understand the ‘inner life’ of the pig. Docherty acknowledges the pig’s similarity to humans in his introductory piece to camera; “When you look in their piggy little eyes with their piggy little eyelashes you see something that reflects back to you—I don’t know—it makes you feel there’s a person looking back.” However, this is quickly followed by a statement which works to reassert the human/non-human boundary; “I know we have this close relationship [with pigs], but I’m often reminded that just beneath the surface of their skin, they’re a wild animal.” Perhaps the most telling revelation in the programme is that pigs have been found to make certain grunting noises only when humans are around, which suggests they have developed a language for ‘interacting’ with humans. That Docherty is uncomfortably startled by this piece of information shows how the idea of communication troubles ideas of human superiority, and places pigs within a sphere hitherto maintained as strictly human. Of course, humans often willingly share domestic spaces with other species, but these are usually categorised as pets. The pet exists “somewhere between the wild animal and the human” (Fudge 8), and we often invest them with a range of human characteristics and develop relationships with such animals which are similar, but not identical, to those we have with other humans. The pig, however, like other food animals, cannot occupy the role afforded to the pet because it is culturally unacceptable to eat pets. In order to legitimise the treatment of the pig as a “strictly utilitarian object; a thing for producing meat and bacon” (Serpell 7) it must be distinguished from the human realm as clearly as possible. It is worth noting, though, that this is a culturally-specific process; Dwyer and Minnegal, for example, show how in New Guinea “pigs commonly play a crucial role in ceremonial and spiritual life” (37-8), and the pig is therefore simultaneously a wild animal, a source of food, and a species with which humans have an “attachment” (45-54) akin to the idea of a pet. Western societies commonly (though not completely) have difficulty uniting this range of animal categories, and analogous ideas of “civilization” often rest on assumptions about animals which require them to play specific, non-human roles. That hom*o sapiens define their humanity in terms of civilization is demonstrated by the ways in which ideas of brutality, violence and savagery are displaced onto other species, often quite at odds with the truth of such species’ behaviour. The assumption that non-human species are violent, and constitute a threat, is shown in Doctor Who; the pig is shot in “Aliens of London” for assumed security reasons (despite it having done nothing to suggest it is a threat), while humans run in fear from the Pig Slaves in “Evolution of the Daleks” purely because of their non-human appearance. Mary Midgley refers to this as “the Beast Myth” (38) by which humans not only reduce other species to nothing other than “incarnations of wickedness, … sets of basic needs, … crude mechanical toys, … [and] idiot children” (38), but also lump all non-human species together thereby ignoring the specificity of any particular species. Midgley also argues that “man shows more savagery to his own kind than most other mammal species” (27, emphasis in original), citing the need for “law or morality to restrain violence” (26) as evidence of the social structures required to uphold a myth of human civilization. In that sense, the use of pigs in Doctor Who can be seen as conforming to centuries-old depictions of non-human species, by which the loss of humanity symbolised by other species can be seen as the ultimate punishment. After all, when the Daleks’ human helper, Mr Diagoras, fears that the aliens are going to experiment on him, he fearfully exclaims, “What do you mean? Like those pig-men things? You’re not going to turn me into one of those? Oh, God, please don’t!” In the next episode, when all the Pig Slaves are killed by the actions of the Doctor’s companion Martha, she regrets her actions, only to be told, “No. The Daleks killed them. Long ago”, for their mutation into a ‘pig-man thing’ is seen to be a more significant loss of humanity than death itself. The scene highlights how societies are often “confused about the status of such interspecies beings” (Savulescu 25). Such confusion is likely to recur considering we are moving into a “posthumanist” age defined by the “decentering of the human” (Wolfe xv), whereby critiques of traditional cultural categories, alongside scientific developments that question the biological certainty of the human, result in difficulties in defining precisely what it is that is supposedly so special about hom*o sapiens. This means that it is far too easy to write off these depictions in Doctor Who as merely drawing on, and upholding, those simplistic and naturalised human/non-human distinctions which have been criticised, in a manner similar to sexism and racism, as “speciesist” (Singer 148-62). There is, after all, consistent sympathy for the pig in these episodes. The shooting of the pig in “Aliens of London” is outrageous not merely because it gives evidence of the propensity of human violence: the death of the pig itself is presented as worth mourning, in a manner similar to the death of any living being. Throughout the series the Doctor is concerned over the loss of life for any species, always aiming to find a non-violent method for solving conflicts and repeatedly berating other characters who resort to bloodshed for solutions. Indeed, the story’s narrative can be read as one in which the audience is invited to reassess its own response to the pig’s initial appearance, shifting from fear at its alien-ness to sympathy for its demise. This complication of the cultural meanings of pigs is taken even further in the two-part Dalek story. One of the key plots of the story is the relationship between Laszlo, who has been transmuted into a Pig Slave, and his former lover Tallulah. Tallulah spends much of the story thinking Laszlo has disappeared, when he has, in fact, gone into hiding, certain that she will reject him because of his post-experimentation porcine features. When they finally reunite, Laszlo apologises for what has happened to him, while Tallulah asks, “Laszlo? My Laszlo? What have they done to you?” At the end of the story they decide to try re-establishing their relationship, despite Laszlo’s now-complicated genetic make-up. In response to this Martha asks the Doctor, “Do you reckon it’s going to work, those two?” The Doctor responds that while such an odd pairing might be problematic pretty much anywhere else, as they were in New York they might just get away with it. He reflects, “That’s what this city’s good at. Give me your tired, your poor, your huddled masses, and maybe the odd Pig Slave Dalek mutant hybrid too.” While there is an obvious playfulness to this scene, with the programme foregrounding the kinds of narrative available to the science fiction genre, it is also clear that we are invited to find this a good narrative conclusion, a suitable resolution to all that has preceded it. In that sense, the pig and the human come together, dissolving the human/non-human divide at a stroke, and this is offered to the audience as something to be pleased about. In both narratives, then, the pig moves from being understood as alien and threatening to something if not quite identical to human, then certainly akin to it. Certainly, the narratives suggest that the lives, loves and concerns of pigs—even if they have been experimented upon—matter, and can constitute significant emotional moments in primetime mainstream family television. This development is a result of the text’s movement from an interest in the appearance of the pig to its status as a living being. As noted above, the initial appearances of the pigs in both stories is intended to be frightening, but such terror is dependent on understanding non-human species by their appearance alone. What both of these stories manage to do is suggest that the pig—like all non-human living things, whether of Earth or not—is more than its physical appearance, and via acknowledgment of its own consciousness, and its own sense of identity, can become something with which humans are capable of having sympathy; perhaps more than that, that the pig is something with which humans should have sympathy, for to deny the interior life of such a species is to engage in an inhuman act in itself. This could be seen as an interesting—if admittedly marginal—corrective to the centuries of cultural and physical abuse the pig, like all animals, has suffered. Such representations can be seen as evoking “the dreaded comparison” (Spiegel) which aligns maltreatment of animals with slavery, a comparison that is dreaded by societies because to acknowledge such parallels makes justifying humans’ abusive treatment of other species very difficult. These two Doctor Who stories repeatedly make such comparisons, and assume that to morally and emotionally distinguish between living beings based on categories of species is nonsensical, immoral, and fails to acknowledge the significance and majesty of all forms of life. That we might, as Gardner suggests, “Bless the pig”—whether it has had its brain stuffed full of wires or been merged with a human—points towards complex notions of human/non-human interaction which might helpfully destabilise simplistic ideas of the superiority of the human race. References Ashley, Bob, Joanne Hollows, Steve Jones and Ben Taylor. Food and Cultural Studies. London and New York: Routledge, 2004. Carroll, Noël. The Philosophy of Horror, or, Paradoxes of the Heart. New York and London: Routledge, 1990. Dwyer, Peter D. and Monica Minnegal. “Person, Place or Pig: Animal Attachments and Human Transactions in New Guinea.” Animals in Person: Cultural Perspectives on Human-Animal Intimacies. Ed. John Knight. Oxford and New York: Berg, 2005. 37-60. Fudge, Erica. Pets. Stocksfield: Acumen, 2008. Haraway, Donna J. When Species Meet. Minneapolis and London: University of Minnesota Press, 2008. Harris, Marvin. “The Abominable Pig.” Food and Culture: A Reader. Ed. Carole Counihan and Penny Van Esterik. New York and London: Routledge, 1997. 67-79. Jones, Darryl. Horror: A Thematic History in Fiction and Film. London: Arnold, 2002. King-Smith, Dick. The Sheep-Pig. London: Puffin, 1983. Midgley, Mary. Beast and Man. London and New York: Routledge, 1979/2002. Milton, Kay. “Anthropomorphism or Egomorphism? The Perception of Non-Human Persons by Human Ones.” Animals in Person: Cultural Perspectives on Human-Animal Intimacies. Ed. John Knight. Oxford and New York: Berg, 2005. 255-71. Savulescu, Julian. “Human-Animal Transgenesis and Chimeras Might be an Expression of our Humanity.” The American Journal of Bioethics 3.3 (2003): 22-5. Serpell, James. In the Company of Animals: A Study of Human-Animal Relationships. Cambridge: Cambridge University Press, 1996. Sillar, Frederick Cameron and Ruth Mary Meyler. The Symbolic Pig: An Anthology of Pigs in Literature and Art. Edinburgh and London: Oliver and Boyd, 1961. Singer, Peter. “All Animals are Equal.” Animal Rights and Human Obligations. Ed. Tom Regan and Peter Singer. New Jersey: Prentice-Hall, 1989. 148-62. Spiegel, Marjorie. The Dreaded Comparison: Human and Animal Slavery. London and Philadelphia: Heretic Books, 1988. Speigelman, Art. Maus: A Survivor’s Tale. New York: Pantheon Books, 1986/1991. Torres, Bob. Making a Killing: The Political Economy of Animal Rights. Edinburgh, Oakland and West Virginia: AK Press, 2007. Weschler, Lawrence. “Pig Perplex.” Lingua France: The Review of Academic Life 11.5 (2001): 6-8. White, E.B. Charlotte’s Web. London: Harper Collins, 1952. Wolfe, Cary. What is Posthumanism? Minneapolis and London: University of Minnesota Press, 2010.

Abstract:

By the time you read this, it will be wrong. Things seemed to be moving so fast in these first days after airplanes crashed into the World Trade Center, the Pentagon, and the Pennsylvania earth. Each certainty is as carelessly dropped as it was once carelessly assumed. The sounds of lower Manhattan that used to serve as white noise for residents—sirens, screeches, screams—are no longer signs without a referent. Instead, they make folks stare and stop, hurry and hustle, wondering whether the noises we know so well are in fact, this time, coefficients of a new reality. At the time of writing, the events themselves are also signs without referents—there has been no direct claim of responsibility, and little proof offered by accusers since the 11th. But it has been assumed that there is a link to US foreign policy, its military and economic presence in the Arab world, and opposition to it that seeks revenge. In the intervening weeks the US media and the war planners have supplied their own narrow frameworks, making New York’s “ground zero” into the starting point for a new escalation of global violence. We want to write here about the combination of sources and sensations that came that day, and the jumble of knowledges and emotions that filled our minds. Working late the night before, Toby was awoken in the morning by one of the planes right overhead. That happens sometimes. I have long expected a crash when I’ve heard the roar of jet engines so close—but I didn’t this time. Often when that sound hits me, I get up and go for a run down by the water, just near Wall Street. Something kept me back that day. Instead, I headed for my laptop. Because I cannot rely on local media to tell me very much about the role of the US in world affairs, I was reading the British newspaper The Guardian on-line when it flashed a two-line report about the planes. I looked up at the calendar above my desk to see whether it was April 1st. Truly. Then I got off-line and turned on the TV to watch CNN. That second, the phone rang. My quasi-ex-girlfriend I’m still in love with called from the mid-West. She was due to leave that day for the Bay Area. Was I alright? We spoke for a bit. She said my cell phone was out, and indeed it was for the remainder of the day. As I hung up from her, my friend Ana rang, tearful and concerned. Her husband, Patrick, had left an hour before for work in New Jersey, and it seemed like a dangerous separation. All separations were potentially fatal that day. You wanted to know where everyone was, every minute. She told me she had been trying to contact Palestinian friends who worked and attended school near the event—their ethnic, religious, and national backgrounds made for real poignancy, as we both thought of the prejudice they would (probably) face, regardless of the eventual who/what/when/where/how of these events. We agreed to meet at Bruno’s, a bakery on La Guardia Place. For some reason I really took my time, though, before getting to Ana. I shampooed and shaved under the shower. This was a horror, and I needed to look my best, even as men and women were losing and risking their lives. I can only interpret what I did as an attempt to impose normalcy and control on the situation, on my environment. When I finally made it down there, she’d located our friends. They were safe. We stood in the street and watched the Towers. Horrified by the sight of human beings tumbling to their deaths, we turned to buy a tea/coffee—again some ludicrous normalization—but were drawn back by chilling screams from the street. Racing outside, we saw the second Tower collapse, and clutched at each other. People were streaming towards us from further downtown. We decided to be with our Palestinian friends in their apartment. When we arrived, we learnt that Mark had been four minutes away from the WTC when the first plane hit. I tried to call my daughter in London and my father in Canberra, but to no avail. I rang the mid-West, and asked my maybe-former novia to call England and Australia to report in on me. Our friend Jenine got through to relatives on the West Bank. Israeli tanks had commenced a bombardment there, right after the planes had struck New York. Family members spoke to her from under the kitchen table, where they were taking refuge from the shelling of their house. Then we gave ourselves over to television, like so many others around the world, even though these events were happening only a mile away. We wanted to hear official word, but there was just a huge absence—Bush was busy learning to read in Florida, then leading from the front in Louisiana and Nebraska. As the day wore on, we split up and regrouped, meeting folks. One guy was in the subway when smoke filled the car. Noone could breathe properly, people were screaming, and his only thought was for his dog DeNiro back in Brooklyn. From the panic of the train, he managed to call his mom on a cell to ask her to feed “DeNiro” that night, because it looked like he wouldn’t get home. A pregnant woman feared for her unborn as she fled the blasts, pushing the stroller with her baby in it as she did so. Away from these heart-rending tales from strangers, there was the fear: good grief, what horrible price would the US Government extract for this, and who would be the overt and covert agents and targets of that suffering? What blood-lust would this generate? What would be the pattern of retaliation and counter-retaliation? What would become of civil rights and cultural inclusiveness? So a jumble of emotions came forward, I assume in all of us. Anger was not there for me, just intense sorrow, shock, and fear, and the desire for intimacy. Network television appeared to offer me that, but in an ultimately unsatisfactory way. For I think I saw the end-result of reality TV that day. I have since decided to call this ‘emotionalization’—network TV’s tendency to substitute analysis of US politics and economics with a stress on feelings. Of course, powerful emotions have been engaged by this horror, and there is value in addressing that fact and letting out the pain. I certainly needed to do so. But on that day and subsequent ones, I looked to the networks, traditional sources of current-affairs knowledge, for just that—informed, multi-perspectival journalism that would allow me to make sense of my feelings, and come to a just and reasoned decision about how the US should respond. I waited in vain. No such commentary came forward. Just a lot of asinine inquiries from reporters that were identical to those they pose to basketballers after a game: Question—‘How do you feel now?’ Answer—‘God was with me today.’ For the networks were insistent on asking everyone in sight how they felt about the end of las torres gemelas. In this case, we heard the feelings of survivors, firefighters, viewers, media mavens, Republican and Democrat hacks, and vacuous Beltway state-of-the-nation pundits. But learning of the military-political economy, global inequality, and ideologies and organizations that made for our grief and loss—for that, there was no space. TV had forgotten how to do it. My principal feeling soon became one of frustration. So I headed back to where I began the day—The Guardian web site, where I was given insightful analysis of the messy factors of history, religion, economics, and politics that had created this situation. As I dealt with the tragedy of folks whose lives had been so cruelly lost, I pondered what it would take for this to stop. Or whether this was just the beginning. I knew one thing—the answers wouldn’t come from mainstream US television, no matter how full of feelings it was. And that made Toby anxious. And afraid. He still is. And so the dreams come. In one, I am suddenly furloughed from my job with an orchestra, as audience numbers tumble. I make my evening-wear way to my locker along with the other players, emptying it of bubble gum and instrument. The next night, I see a gigantic, fifty-feet high wave heading for the city beach where I’ve come to swim. Somehow I am sheltered behind a huge wall, as all the people around me die. Dripping, I turn to find myself in a media-stereotype “crack house” of the early ’90s—desperate-looking black men, endless doorways, sudden police arrival, and my earnest search for a passport that will explain away my presence. I awake in horror, to the realization that the passport was already open and stamped—racialization at work for Toby, every day and in every way, as a white man in New York City. Ana’s husband, Patrick, was at work ten miles from Manhattan when “it” happened. In the hallway, I overheard some talk about two planes crashing, but went to teach anyway in my usual morning stupor. This was just the usual chatter of disaster junkies. I didn’t hear the words, “World Trade Center” until ten thirty, at the end of the class at the college I teach at in New Jersey, across the Hudson river. A friend and colleague walked in and told me the news of the attack, to which I replied “You must be f*cking joking.” He was a little offended. Students were milling haphazardly on the campus in the late summer weather, some looking panicked like me. My first thought was of some general failure of the air-traffic control system. There must be planes falling out of the sky all over the country. Then the height of the towers: how far towards our apartment in Greenwich Village would the towers fall? Neither of us worked in the financial district a mile downtown, but was Ana safe? Where on the college campus could I see what was happening? I recognized the same physical sensation I had felt the morning after Hurricane Andrew in Miami seeing at a distance the wreckage of our shattered apartment across a suburban golf course strewn with debris and flattened power lines. Now I was trapped in the suburbs again at an unbridgeable distance from my wife and friends who were witnessing the attacks first hand. Were they safe? What on earth was going on? This feeling of being cut off, my path to the familiar places of home blocked, remained for weeks my dominant experience of the disaster. In my office, phone calls to the city didn’t work. There were six voice-mail messages from my teenaged brother Alex in small-town England giving a running commentary on the attack and its aftermath that he was witnessing live on television while I dutifully taught my writing class. “Hello, Patrick, where are you? Oh my god, another plane just hit the towers. Where are you?” The web was choked: no access to newspapers online. Email worked, but no one was wasting time writing. My office window looked out over a soccer field to the still woodlands of western New Jersey: behind me to the east the disaster must be unfolding. Finally I found a website with a live stream from ABC television, which I watched flickering and stilted on the tiny screen. It had all already happened: both towers already collapsed, the Pentagon attacked, another plane shot down over Pennsylvania, unconfirmed reports said, there were other hijacked aircraft still out there unaccounted for. Manhattan was sealed off. George Washington Bridge, Lincoln and Holland tunnels, all the bridges and tunnels from New Jersey I used to mock shut down. Police actions sealed off the highways into “the city.” The city I liked to think of as the capital of the world was cut off completely from the outside, suddenly vulnerable and under siege. There was no way to get home. The phone rang abruptly and Alex, three thousand miles away, told me he had spoken to Ana earlier and she was safe. After a dozen tries, I managed to get through and spoke to her, learning that she and Toby had seen people jumping and then the second tower fall. Other friends had been even closer. Everyone was safe, we thought. I sat for another couple of hours in my office uselessly. The news was incoherent, stories contradictory, loops of the planes hitting the towers only just ready for recycling. The attacks were already being transformed into “the World Trade Center Disaster,” not yet the ahistorical singularity of the emergency “nine one one.” Stranded, I had to spend the night in New Jersey at my boss’s house, reminded again of the boundless generosity of Americans to relative strangers. In an effort to protect his young son from the as yet unfiltered images saturating cable and Internet, my friend’s TV set was turned off and we did our best to reassure. We listened surreptitiously to news bulletins on AM radio, hoping that the roads would open. Walking the dog with my friend’s wife and son we crossed a park on the ridge on which Upper Montclair sits. Ten miles away a huge column of smoke was rising from lower Manhattan, where the stunning absence of the towers was clearly visible. The summer evening was unnervingly still. We kicked a soccer ball around on the front lawn and a woman walked distracted by, shocked and pale up the tree-lined suburban street, suffering her own wordless trauma. I remembered that though most of my students were ordinary working people, Montclair is a well-off dormitory for the financial sector and high rises of Wall Street and Midtown. For the time being, this was a white-collar disaster. I slept a short night in my friend’s house, waking to hope I had dreamed it all, and took the commuter train in with shell-shocked bankers and corporate types. All men, all looking nervously across the river toward glimpses of the Manhattan skyline as the train neared Hoboken. “I can’t believe they’re making us go in,” one guy had repeated on the station platform. He had watched the attacks from his office in Midtown, “The whole thing.” Inside the train we all sat in silence. Up from the PATH train station on 9th street I came onto a carless 6th Avenue. At 14th street barricades now sealed off downtown from the rest of the world. I walked down the middle of the avenue to a newspaper stand; the Indian proprietor shrugged “No deliveries below 14th.” I had not realized that the closer to the disaster you came, the less information would be available. Except, I assumed, for the evidence of my senses. But at 8 am the Village was eerily still, few people about, nothing in the sky, including the twin towers. I walked to Houston Street, which was full of trucks and police vehicles. Tractor trailers sat carrying concrete barriers. Below Houston, each street into Soho was barricaded and manned by huddles of cops. I had walked effortlessly up into the “lockdown,” but this was the “frozen zone.” There was no going further south towards the towers. I walked the few blocks home, found my wife sleeping, and climbed into bed, still in my clothes from the day before. “Your heart is racing,” she said. I realized that I hadn’t known if I would get back, and now I never wanted to leave again; it was still only eight thirty am. Lying there, I felt the terrible wonder of a distant bystander for the first-hand witness. Ana’s face couldn’t tell me what she had seen. I felt I needed to know more, to see and understand. Even though I knew the effort was useless: I could never bridge that gap that had trapped me ten miles away, my back turned to the unfolding disaster. The television was useless: we don’t have cable, and the mast on top of the North Tower, which Ana had watched fall, had relayed all the network channels. I knew I had to go down and see the wreckage. Later I would realize how lucky I had been not to suffer from “disaster envy.” Unbelievably, in retrospect, I commuted into work the second day after the attack, dogged by the same unnerving sensation that I would not get back—to the wounded, humbled former center of the world. My students were uneasy, all talked out. I was a novelty, a New Yorker living in the Village a mile from the towers, but I was forty-eight hours late. Out of place in both places. I felt torn up, but not angry. Back in the city at night, people were eating and drinking with a vengeance, the air filled with acrid sicklysweet smoke from the burning wreckage. Eyes stang and nose ran with a bitter acrid taste. Who knows what we’re breathing in, we joked nervously. A friend’s wife had fallen out with him for refusing to wear a protective mask in the house. He shrugged a wordlessly reassuring smile. What could any of us do? I walked with Ana down to the top of West Broadway from where the towers had commanded the skyline over SoHo; downtown dense smoke blocked the view to the disaster. A crowd of onlookers pushed up against the barricades all day, some weeping, others gawping. A tall guy was filming the grieving faces with a video camera, which was somehow the worst thing of all, the first sign of the disaster tourism that was already mushrooming downtown. Across the street an Asian artist sat painting the street scene in streaky black and white; he had scrubbed out two white columns where the towers would have been. “That’s the first thing I’ve seen that’s made me feel any better,” Ana said. We thanked him, but he shrugged blankly, still in shock I supposed. On the Friday, the clampdown. I watched the Mayor and Police Chief hold a press conference in which they angrily told the stream of volunteers to “ground zero” that they weren’t needed. “We can handle this ourselves. We thank you. But we don’t need your help,” Commissioner Kerik said. After the free-for-all of the first couple of days, with its amazing spontaneities and common gestures of goodwill, the clampdown was going into effect. I decided to go down to Canal Street and see if it was true that no one was welcome anymore. So many paths through the city were blocked now. “Lock down, frozen zone, war zone, the site, combat zone, ground zero, state troopers, secured perimeter, national guard, humvees, family center”: a disturbing new vocabulary that seemed to stamp the logic of Giuliani’s sanitized and over-policed Manhattan onto the wounded hulk of the city. The Mayor had been magnificent in the heat of the crisis; Churchillian, many were saying—and indeed, Giuliani quickly appeared on the cover of Cigar Afficionado, complete with wing collar and the misquotation from Kipling, “Captain Courageous.” Churchill had not believed in peacetime politics either, and he never got over losing his empire. Now the regime of command and control over New York’s citizens and its economy was being stabilized and reimposed. The sealed-off, disfigured, and newly militarized spaces of the New York through which I have always loved to wander at all hours seemed to have been put beyond reach for the duration. And, in the new post-“9/11” post-history, the duration could last forever. The violence of the attacks seemed to have elicited a heavy-handed official reaction that sought to contain and constrict the best qualities of New York. I felt more anger at the clampdown than I did at the demolition of the towers. I knew this was unreasonable, but I feared the reaction, the spread of the racial harassment and racial profiling that I had already heard of from my students in New Jersey. This militarizing of the urban landscape seemed to negate the sprawling, freewheeling, boundless largesse and tolerance on which New York had complacently claimed a monopoly. For many the towers stood for that as well, not just as the monumental outposts of global finance that had been attacked. Could the American flag mean something different? For a few days, perhaps—on the helmets of firemen and construction workers. But not for long. On the Saturday, I found an unmanned barricade way east along Canal Street and rode my bike past throngs of Chinatown residents, by the Federal jail block where prisoners from the first World Trade Center bombing were still being held. I headed south and west towards Tribeca; below the barricades in the frozen zone, you could roam freely, the cops and soldiers assuming you belonged there. I felt uneasy, doubting my own motives for being there, feeling the blood drain from my head in the same numbing shock I’d felt every time I headed downtown towards the site. I looped towards Greenwich Avenue, passing an abandoned bank full of emergency supplies and boxes of protective masks. Crushed cars still smeared with pulverized concrete and encrusted with paperwork strewn by the blast sat on the street near the disabled telephone exchange. On one side of the avenue stood a horde of onlookers, on the other television crews, all looking two blocks south towards a colossal pile of twisted and smoking steel, seven stories high. We were told to stay off the street by long-suffering national guardsmen and women with southern accents, kids. Nothing happening, just the aftermath. The TV crews were interviewing worn-out, dust-covered volunteers and firemen who sat quietly leaning against the railings of a park filled with scraps of paper. Out on the West Side highway, a high-tech truck was offering free cellular phone calls. The six lanes by the river were full of construction machinery and military vehicles. Ambulances rolled slowly uptown, bodies inside? I locked my bike redundantly to a lamppost and crossed under the hostile gaze of plainclothes police to another media encampment. On the path by the river, two camera crews were complaining bitterly in the heat. “After five days of this I’ve had enough.” They weren’t talking about the trauma, bodies, or the wreckage, but censorship. “Any blue light special gets to roll right down there, but they see your press pass and it’s get outta here. I’ve had enough.” I fronted out the surly cops and ducked under the tape onto the path, walking onto a Pier on which we’d spent many lazy afternoons watching the river at sunset. Dust everywhere, police boats docked and waiting, a crane ominously dredging mud into a barge. I walked back past the camera operators onto the highway and walked up to an interview in process. Perfectly composed, a fire chief and his crew from some small town in upstate New York were politely declining to give details about what they’d seen at “ground zero.” The men’s faces were dust streaked, their eyes slightly dazed with the shock of a horror previously unimaginable to most Americans. They were here to help the best they could, now they’d done as much as anyone could. “It’s time for us to go home.” The chief was eloquent, almost rehearsed in his precision. It was like a Magnum press photo. But he was refusing to cooperate with the media’s obsessive emotionalism. I walked down the highway, joining construction workers, volunteers, police, and firemen in their hundreds at Chambers Street. No one paid me any attention; it was absurd. I joined several other watchers on the stairs by Stuyvesant High School, which was now the headquarters for the recovery crews. Just two or three blocks away, the huge jagged teeth of the towers’ beautiful tracery lurched out onto the highway above huge mounds of debris. The TV images of the shattered scene made sense as I placed them into what was left of a familiar Sunday afternoon geography of bike rides and walks by the river, picnics in the park lying on the grass and gazing up at the infinite solidity of the towers. Demolished. It was breathtaking. If “they” could do that, they could do anything. Across the street at tables military policeman were checking credentials of the milling volunteers and issuing the pink and orange tags that gave access to ground zero. Without warning, there was a sudden stampede running full pelt up from the disaster site, men and women in fatigues, burly construction workers, firemen in bunker gear. I ran a few yards then stopped. Other people milled around idly, ignoring the panic, smoking and talking in low voices. It was a mainly white, blue-collar scene. All these men wearing flags and carrying crowbars and flashlights. In their company, the intolerance and rage I associated with flags and construction sites was nowhere to be seen. They were dealing with a torn and twisted otherness that dwarfed machismo or bigotry. I talked to a moustachioed, pony-tailed construction worker who’d hitched a ride from the mid-west to “come and help out.” He was staying at the Y, he said, it was kind of rough. “Have you been down there?” he asked, pointing towards the wreckage. “You’re British, you weren’t in World War Two were you?” I replied in the negative. “It’s worse ’n that. I went down last night and you can’t imagine it. You don’t want to see it if you don’t have to.” Did I know any welcoming ladies? he asked. The Y was kind of tough. When I saw TV images of President Bush speaking to the recovery crews and steelworkers at “ground zero” a couple of days later, shouting through a bullhorn to chants of “USA, USA” I knew nothing had changed. New York’s suffering was subject to a second hijacking by the brokers of national unity. New York had never been America, and now its terrible human loss and its great humanity were redesignated in the name of the nation, of the coming war. The signs without a referent were being forcibly appropriated, locked into an impoverished patriotic framework, interpreted for “us” by a compliant media and an opportunistic regime eager to reign in civil liberties, to unloose its war machine and tighten its grip on the Muslim world. That day, drawn to the river again, I had watched F18 fighter jets flying patterns over Manhattan as Bush’s helicopters came in across the river. Otherwise empty of air traffic, “our” skies were being torn up by the military jets: it was somehow the worst sight yet, worse than the wreckage or the bands of disaster tourists on Canal Street, a sign of further violence yet to come. There was a carrier out there beyond New York harbor, there to protect us: the bruising, blustering city once open to all comers. That felt worst of all. In the intervening weeks, we have seen other, more unstable ways of interpreting the signs of September 11 and its aftermath. Many have circulated on the Internet, past the blockages and blockades placed on urban spaces and intellectual life. Karl-Heinz Stockhausen’s work was banished (at least temporarily) from the canon of avant-garde electronic music when he described the attack on las torres gemelas as akin to a work of art. If Jacques Derrida had described it as an act of deconstruction (turning technological modernity literally in on itself), or Jean Baudrillard had announced that the event was so thick with mediation it had not truly taken place, something similar would have happened to them (and still may). This is because, as Don DeLillo so eloquently put it in implicit reaction to the plaintive cry “Why do they hate us?”: “it is the power of American culture to penetrate every wall, home, life and mind”—whether via military action or cultural iconography. All these positions are correct, however grisly and annoying they may be. What GK Chesterton called the “flints and tiles” of nineteenth-century European urban existence were rent asunder like so many victims of high-altitude US bombing raids. As a First-World disaster, it became knowable as the first-ever US “ground zero” such precisely through the high premium immediately set on the lives of Manhattan residents and the rarefied discussion of how to commemorate the high-altitude towers. When, a few weeks later, an American Airlines plane crashed on take-off from Queens, that borough was left open to all comers. Manhattan was locked down, flown over by “friendly” bombers. In stark contrast to the open if desperate faces on the street of 11 September, people went about their business with heads bowed even lower than is customary. Contradictory deconstructions and valuations of Manhattan lives mean that September 11 will live in infamy and hyper-knowability. The vengeful United States government and population continue on their way. Local residents must ponder insurance claims, real-estate values, children’s terrors, and their own roles in something beyond their ken. New York had been forced beyond being the center of the financial world. It had become a military target, a place that was receiving as well as dispatching the slings and arrows of global fortune. Citation reference for this article MLA Style Deer, Patrick and Miller, Toby. "A Day That Will Live In … ?" M/C: A Journal of Media and Culture 5.1 (2002). [your date of access] < http://www.media-culture.org.au/0203/adaythat.php>. Chicago Style Deer, Patrick and Miller, Toby, "A Day That Will Live In … ?" M/C: A Journal of Media and Culture 5, no. 1 (2002), < http://www.media-culture.org.au/0203/adaythat.php> ([your date of access]). APA Style Deer, Patrick and Miller, Toby. (2002) A Day That Will Live In … ?. M/C: A Journal of Media and Culture 5(1). < http://www.media-culture.org.au/0203/adaythat.php> ([your date of access]).

Abstract:

IntroductionClowns can be seen as enacting catastrophe with a small “c.” They are experts in “failing better” who perhaps live on the cusp of turning catastrophe into a metaphorical whirlwind while ameliorating the devastation that lies therein. They also have the propensity to succumb to the devastation, masking their own sense of the void with the gestures of play. In this paper, knowledge about clowns emerges from my experience, working with circus clowns in Circus Knie (Switzerland) and Circo Tihany (South America), observing performances and films about clowns, and reading, primarily in European fiction, of clowns in multiple guises. The exposure to a diverse range of texts, visual media and performance, has led me to the possibility that clowning is not only a conceptual discipline but also a state of being that is yet to be fully recognised.Diminutive CatastropheI have an idea (probably a long held obsession) of the clown as a diminutive figure of catastrophe, of catastrophe with a very small “c.” In the context of this incisive academic dialogue on relationships between catastrophe and creativity where writers are challenged with the horrendous tragedies that nature and humans unleash on the planet, this inept character appears to be utterly insignificant and, moreover, unworthy of any claim to creativity. A clown does not solve problems in the grand scheme of society: if anything he/she simply highlights problems, arguably in a fatalistic manner where innovation may be an alien concept. Invariably, as Eric Weitz observes, when clowns depart from their moment on the stage, laughter evaporates and the world settles back into the relentless shades of oppression and injustice. In response to the natural forces of destruction—earthquakes, tsunamis, cyclones, and volcanic eruptions—as much as to the forces of rage in war and ethnic cleansing that humans inflict on one another, a clown makes but a tiny gesture. Curiously, though, those fingers brushing dust off a threadbare jacket may speak volumes.Paradox is the crux of this exploration. Clowns, the best of them, project the fragility of human value on a screen beyond measure and across many layers and scales of metaphorical understanding (Big Apple Circus; Stradda). Why do odd tramps and ordinary inept people seem to pivot against the immense flows of loss and outrage which tend to pervade our understanding of the global condition today? Can Samuel Beckett’s call to arms of "failing better” in the vein of Charles Chaplin, Oleg Popov, or James Thiérrée offer a creative avenue to pursue (Bala; Coover; Salisbury)? Do they reflect other ways of knowing in the face of big “C” Catastrophes? Creation and CatastropheTo wrestle with these questions, I wish to begin by proposing a big picture view of earth-life wherein, across inconceivable aeons, huge physical catastrophes have wrought unimaginable damage on the ecological “completeness” of the time. I am not a palaeontologist or an evolutionary scientist but I suspect that, if human life is taken out of the equation, the planet since time immemorial has been battered by “disaster” which changed but ultimately did not destroy the earth. Evolution is replete with narratives of species wiped out by ice-ages, volcanoes, earthquakes, and meteors and yet the organism of this planet has survived and even regenerated. In metaphorical territory, the Sanskrit philosophers have a wise take on this process. Indian concepts are always multiple, crowded with possibilities, but I find there is something intriguing in the premise (even if it is impossible to tie down) of Shiva’s dance:Shiva Nataraja destroys creation by his Tandava Dance, or the Dance of Eternity. As he dances, everything disintegrates, apparently into nothingness. Then, out of the thin vapours, matter and life are recreated again. Shiva also dances in the hearts of his devotees as the Great Soul. As he dances, one’s egotism is consumed and one is rendered pure in soul and without any spiritual blemish. (Ghosh 109–10)For a dancer, the central location of dance in life’s creation forces is a powerful idea but I am also interested in how this metaphysical perspective aligns with current scientific views. How could these ancient thinkers predict evolutionary processes? Somehow, in the mix of experiential observation and speculation, they foresaw the complexity of time and, moreover, appreciated the necessary interdependence of creation and destruction (creativity and catastrophe). In comparison to western thought which privileges progression—and here evolution is a prime example—Hindu conceptualisation appears to prefer fatalism or a cyclical system of understanding that negates the potential of change to make things better. However, delving more closely into scientific narratives on evolution, the progression of life forms to the human species has involved the decimation of an uncountable number of other living possibilities. Contrariwise, Shiva’s Dance of Eternity is premised on endless diachronic change crossed vertically by reincarnation, through which progression and regression are equally expressed. I offer this simplistic view of both accounts of creation merely to point out that the interdependency of destruction and creation is deeply embodied in human knowledge.To introduce the clown figure into this idea, I have to turn to the minutiae of destruction and creation; to examples in the everyday nature of regeneration through catastrophe. I have memories of touring in the Northern Territory of Australia amidst strident green shoots bursting out of a fire-tortured landscape or, earlier in Paris, of the snow-crusted earth being torn asunder by spring’s awakening. We all have countless memories of such small-scale transformations of pain and destruction into startling glimpses of beauty. It is at this scale of creative wrestling that I see the clown playing his/her role.In the tension between fatalism and, from a human point of view, projections of the right to progression, a clown occupying the stage vacated by Shiva might stamp out a slight rhythm of his/her own with little or no meaning in the action. The brush on the sleeve might be hard to detect in an evolutionary or Hindu time scale but zoom down to the here and now of performance exchange and the scene may be quite different?Turning the Lens onto the Small-ScaleSmall-scale, clowns tend to be tiny bundles or, sometimes, gangly unbundles of ineptitude, careering through the simplest tasks with preposterous incompetence or, alternatively, imbibing complexity with the virtuosic delicacy—take Charles Chaplin’s shoe-lace spaghetti twirling and nibbling on nail-bones as an example. Clowns disrupt normalcy in small eddies of activity which often wreak paths of destruction within the tightly ordered rage of social formations. The momentum is chaotic and, not dissimilar to storms, clownish enactment bears down not so much to threaten human life but to disrupt what we humans desire and formulate as the natural order of decorum and success. Instead of the terror driven to consciousness by cyclones and hurricanes, the clown’s chaos is superficially benign. When Chaplin’s generous but unrealistic gesture to save the tightrope-act is thwarted by an escaped monkey, or when Thiérrée conducts a spirited debate with the wall of his abode in the midst of an identity crisis (Raoul), life is not threatened. Such incongruous and chaotic trajectories generate laughter and, sometimes, sadness. Moreover, as Weitz observes, “the clown-like imagination, unfettered by earthly logic, urges us to entertain unlikely avenues of thought and action” (87). While it may seem insensitive, I suggest that similar responses of laughter, sadness and unlikely avenues of thought and action emerge in the aftermath of cataclysmic events.Fear, unquestionably, saturates big states of catastrophe. Slide down the scale and intriguing parallels between fear and laughter emerge, one being a clown’s encapsulation of vulnerability and his/her stoic determination to continue, to persevere no matter what. There are many ways to express this continuity: Beckett’s characters are forever waiting, fearful that nothing will arrive, yet occupy themselves with variations of cruelty and amusem*nt through the interminable passage of time. A reverse action occurs in Grock’s insistence that he can play his tiny violin, in spite of his ever-collapsing chair. It never occurs to him to find another chair or play standing up: that, in an incongruous way, would admit defeat because this chair and his playing constitute Grock’s compulsion to succeed. Fear of failure generates multiple innovations in his relationship with the chair and in his playing skills. Storm-like, the pursuit of a singular idea in both instances triggers chaotic consequences. Physical destruction may be slight in such ephemeral storms but the act, the being in the world, does leave its mark on those who witness its passage.I would like to offer a mark left in me by a slight gesture on the part of a clown. I choose this one among many because the singular idea played out in Circus Knie (Switzerland) back in the early 1970s does not conform to the usual parameters. This Knie season featured Dimitri, an Italian-Swiss clown, as the principal attraction. Following clown conventions, Dimitri appeared across the production as active glue between the various circus acts, his persona operating as an odd-jobs man to fix and clean. For instance, he intervened in the elephant act as a cleaner, scrubbing and polishing the elephant’s skin with little effect and tuned, with much difficulty, a tiny fiddle for the grand orchestration to come. But Dimitri was also given moments of his own and this is the one that has lodged in my memory.Dimitri enters the brightly lit and empty circus ring with a broom in hand. The audience at this point have accepted the signal that Dimitri’s interludes prepare the ring for the next attraction—to sweep, as it were, the sawdust back to neutrality. He surveys the circle for a moment and then takes a position on the periphery to begin what appears to be a regular clean-up. The initial brushes over the sawdust, however, produce an unexpected result—the light rather than the sawdust responds to his broom stokes. Bafflement swiftly passes as an idea takes hold: the diminutive figure trots off to the other side of the ring and, after a deep breath and a quick glance to see if anyone is looking (we all are), nudges the next edge of light. Triumphantly, the pattern is pursued with increasing nimbleness, until the figure with the broom stands before a pin-spot of light at the ring’s centre. He hesitates, checks again about unwanted surveillance, and then, in a single strike (poof), sweeps light and the world into darkness.This particular clown gesture contradicts usual commentaries of ineptitude and failure associated with clown figures but the incongruity of sweeping light and the narrative of the little man who scores a win lie thoroughly in the characteristic grounds of clownish behaviour. Moreover, the enactment of this simple idea illustrates for me today, as much as it did on its initial viewing, how powerful a slight clown gesture can be. This catastrophe with a very small “c:” the little man with nothing but a broom and an idea destroyed, like the great god Shiva, the world of light.Jesse McKnight’s discussion of the peculiar attraction of two little men of the 20th century, James Joyce’s Bloom and Charles Chaplin, could also apply to Dimitri:They are at sixes and sevens here on earth but in tune with the stars, buffoons of time, and heroes of eternity. In the petty cogs of the causal, they appear foolish; in the grand swirl of the universe, they are wise, outmaneuvering their assailants and winning the race or the girl against all odds or merely retaining their skins and their dignity by nightfall. (496) Clowning as a State of Mind/ConsciousnessAnother perspective on a clown’s relationship to ideas of catastrophe which I would like to examine is embedded in the discussion above but, at the same time, deviates by way of a harsh tangent from the beatitude and almost sacred qualities attributed by McKnight’s and my own visions of the rhythmic gestures of these diminutive figures. Beckett’s advice in Worstward Ho (1983) is a fruitful starting place wherein the directive is “to keep on trying even if the hope of success is dashed again and again by failure: ‘Ever tried. Ever failed. No matter. Try Again. Fail again. Fail better’” (Le Feuvre 13). True to the masterful wordsmith, these apparently simple words are not transparent; rather, they deflect a range of contradictory interpretations. Yes, failure can facilitate open, flexible and alternative thought which guards against fanatical and ultra-orthodox certitude: “Failure […] is free to honour other ways of knowing, other construals of power” (Werry & O’Gorman 107). On the other hand, failure can mask a horrifying realisation of the utter meaninglessness of human existence. It is as if catastrophe is etched lightly in external clown behaviour and scarred pitilessly deep in the psyches that drive the comic behaviour. Pupils of the pre-eminent clown teacher Jacques Lecoq suggest that theatrical clowning pivots on “finding that basic state of vulnerability and allowing the audience to exist in that state with you” (Butler 64). Butler argues that this “state of clowning” is “a state of anti-intellectualism, a kind of pure emotion” (ibid). From my perspective, there is also an emotional stratum in which the state or condition involves an adult anxiety desiring to protect the child’s view of the world with a fierceness equal to that of a mother hen protecting her brood. A clown knows the catastrophe of him/herself but refuses to let that knowledge (of failure) become an end. An obstinate resilience, even a frank acknowledgement of hopelessness, makes a clown not so much pure emotion or childlike but a kind of knowledgeable avenger of states of loss. Here I need to admit that I attribute the clowning state or consciousness to an intricate lineage inclusive of the named clowns, Grock, Chaplin, Popov, Dimitri, and Thiérrée, which extends to a whole host of others who never entered a circus or performance ring: Mikhail Dostoyevsky’s Mushkin (the holy Russian fool), Henry Miller’s Auguste, Salman Rushdie’s Saleem, Jacques Tati, Joan Miro, Marc Chagall, Jean Cocteau, Eric Satie’s sonic whimsy, and Pina Bausch’s choreography. In the following observation, the overlay of catastrophe and play is a crucial indication of this intricate lineage:Heiner Müller compared Pina Bausch's universe to the world of fairy tales. “History invades it like trouble, like summer flies [...] The territory is an unknown planet, an emerging island product of an ignored (forgotten or future) catastrophe [...] The whole is nothing but children's play”. (Biro 68)Bausch clearly recognises and is interested in the catastrophic moments or psychological wiring of life and her works are not exempt from comic (clownish) modulations in the play of violence and despair that often takes centre stage. In fact, Bausch probably plays on ambivalence between despair and play more explicitly than most artists. From one angle, this ambivalence is generational, as her adult performers bear the weight of oppression within the structures (and remembering of) childhood games. An artistic masterstroke in this regard is the tripling reproduction over many years of her work exploring gender negotiations at a social dance gathering: Kontakhof. Initially, the work was performed by Bausch’s regular company of mature, if diverse, dancers (Bausch 1977), then by an elderly ensemble, some of whom had appeared in the original production (Kontakhof), and, finally, by a group of adolescents in 2010. The latter version became the subject of a documentary film, Dancing Dreams (2010), which revealed the fidelity of the re-enactment, subtly transformed by the brashness and uncertainty of the teenage protagonists playing predetermined roles and moves. Viewing the three productions side-by-side reveals socialised relations of power and desire, resonant of Michel Foucault’s seminal observations (1997), and the catastrophe of gender relations subtly caught in generational change. The debility of each age group becomes apparent. None are able to engage in communication and free-play (dream) without negotiating an unyielding sexual terrain and, more often than not, the misinterpretation of one human to another within social conventions. Bausch’s affinity to the juxtaposition of childhood aspiration and adult despair places her in clown territory.Becoming “Inhuman” or SacrificialA variation on this condition of a relentless pursuit of failure is raised by Joshua Delpech-Ramey in an argument for the “inhuman” rights of clowns. His premise matches a “grotesque attachment to the world of things” to a clown’s existence that is “victimized by an excessive drive to exist in spite of all limitation. The clown is, in some sense, condemned to immortality” (133). In Delpech-Ramey’s terms:Chaplin is human not because his are the anxieties and frustrations of a man unable to realize his destiny, but because Chaplin—nearly starving, nearly homeless, a ghost in the machine—cannot not resist “the temptation to exist,” the giddiness of making something out of nothing, pancakes out of sawdust. In some sense the clown can survive every accident because s/he is an undead immortal, demiurge of a world without history. (ibid.)The play on a clown’s “undead” propensity, on his/her capacity to survive at all costs, provides a counterpoint to a tragic lens which has not been able, in human rights terms, to transcend "man’s inhumanity to man.” It might also be argued that this capacity to survive resists nature’s blindness to the plight of humankind (and visa versa). While I admire the skilful argument to place clowns as centrepieces in the formulation of alternative and possibly more potent human rights legislations, I’m not absolutely convinced that the clown condition, as I see it, provides a less mysterious and tragic state from which justice can be administered. Lear and his fool almost become interchangeable at the end of Shakespeare’s tragedy: both grapple with but cannot resolve the problem of justice.There is a little book written by Henry Miller, The Smile at the Foot of the Ladder (1948), which bears upon this aspect of a clown’s condition. In a postscript, Miller, more notorious for his sexually explicit fiction, states his belief in the unique status of clowns:Joy is like a river: it flows ceaselessly. It seems to me this is the message which the clown is trying to convey to us, that we should participate through ceaseless flow and movement, that we should not stop to reflect, compare, analyse, possess, but flow on and through, endlessly, like music. This is the gift of surrender, and the clown makes it symbolically. It is for us to make it real. (47)Miller’s fictional Auguste’s “special privilege [was] to re-enact the errors, the foibles, the stupidities, all the misunderstandings which plague human kind. To be ineptitude itself” (29). With overtones of a Christian resurrection, Auguste surrenders himself and, thereby, flows on through death, his eyes “wide open, gazing with a candour unbelievable at the thin sliver of a moon which had just become visible in the heavens” (40). It may be difficult to reconcile ineptitude with a Christ figure but those clowns who have made some sort of mark on human imagination tend to wander across territories designated as sacred and profane with a certain insouciance and privilege. They are individuals who become question marks: puzzles not meant to be solved. Maybe similar glimpses of the ineffable occur in tiny, miniscule shifts of consciousness, like the mark given to me by Dimitri and Chaplin and...—the unending list of clowns and clown conditions that have gifted their diminutive catastrophes to the problem of creativity, of rebirth after and in the face of destruction.With McKnight, I dedicate the last word to Chaplin, who speaks with final authority on the subject: “Be brave enough to face the veil and lift it, and see and know the void it hides, and stand before that void and know that within yourself is your world” (505).Thus poised, the diminutive clown figure may not carry the ferment of Shiva’s message of destruction and rebirth, he/she may not bear the strength to creatively reconstruct or re-birth normality after catastrophic devastation. But a clown, and all the humanity given to the collisions of laughter and tears, may provide an inept response to the powerlessness which, as humans, we face in catastrophe and death. Does this mean that creativity is inimical with catastrophe or that existing with catastrophe implies creativity? As noted at the beginning, these ruminations concern small “c” catastrophes. They are known otherwise as clowns.ReferencesBala, Michael. “The Clown.” Jung Journal: Culture & Psyche 4.1 (2010): 50–71.Bausch, Pina. Kontakthof. Wuppertal Dance Theatre, 1977.Big Apple Circus. Circopedia. 27 Feb. 2013 ‹http://www.circopedia.org/index.php/Main_Page›.Biro, Yvette. “Heartbreaking Fragments, Magnificent Whole: Pina Bausch’s New Minimyths.” PAJ: A Journal of Performance and Art 20.2 (1998): 68–72.Butler, Lauren. “Everything Seemed New: Clown as Embodied Critical Pedagogy.” Theatre Topics 22.1 (2012): 63–72.Coover, Robert. “Tears of a Clown.” Critique: Studies in Contemporary Fiction 42.1 (2000): 81–83.Dancing Dreams. Dirs. Anne Linsel and Rainer Hoffmann. First Run Features, 2010.Delpech-Ramey, Joshua. “Sublime Comedy: On the Inhuman Rights of Clowns.” SubStance 39.2 (2010): 131–41.Foucault, Michel. “The Ethics of the Concern for Self as Practice of Freedom.” Michel Foucault: Ethics: Subjectivity and Truth. Ed. Paul Rabinow. New York: The New Press, 1997. 281–302. Ghosh, Oroon. The Dance of Shiva and Other Tales from India. New York: New American Library, 1965.Kontakthof with Ladies and Gentlemen over ’65. Dir. Pina Bausch. Paris: L’Arche Editeur, 2007.Le Feuvre, Lisa. “Introduction.” Failure: Documents of Contemporary Art. Ed. Lisa Le Feuvre. London: Whitechapel Gallery, 2010. 12–21.McKnight, Jesse H. “Chaplin and Joyce: A Mutual Understanding of Gesture.” James Joyce Quarterly 45.3–4 (2008): 493–506.Miller, Henry. The Smile at the Foot of the Ladder. New York: New Directions Books, 1974.Raoul. Dir. James Thiérrée. Regal Theatre, Perth, 2012.Salisbury, Laura. “Beside Oneself Beckett, Comic Tremor and Solicitude.” Parallax 11.4 (2005): 81–92.Stradda. Stradda: Le Magazine de la Creation hors les Murs. 27 Feb. 2013 ‹http://www.horslesmurs.fr/-Decouvrez-le-magazine-.html›.Weitz, Eric. “Failure as Success: On Clowns and Laughing Bodies.” Performance Research: A Journal of the Performing Arts 17.1 (2012): 79–87.Werry, Margaret, and Róisín O'Gorman. “The Anatomy of Failure: An Inventory.” Performance Research: A Journal of the Performing Arts 17.1 (2012): 105–10.

Abstract:

Introduction -- Making Sense of the (Virtual) World Computer games are never "just games". Computer games are models of reality and if they were not, we would never be able to understand them. Models serve three functions; they capture important, critical features of that which is to be represented while ignoring the irrelevant, they are appropriate for the person and they are appropriate for the task -- thereby enhancing the ability to make judgements and discover relevant regularities and structures (Norman 1993). Despite the inherently unvisualisable nature of computer code -- the flexible material of which all software constructs are built -- computer code is still the most "salient" ingredient in computer games. Less salient are those assumptions that are "built into" the software. By filtering out those parts of reality that are deemed irrelevant or unnecessary, different sorts of assumptions, different sorts of bias are automatically built into the software, reified in the very computer code (Friedman 1995, Friedman and Nissenbaum 1997). Here I will analyse some of the built-in structures that constitute the fabric of a special sort of game, a MUD. A MUD is an Internet-accessible "multi-participant, user-extensible virtual reality whose user interface is entirely textual" (Curtis, 1992). The specific MUD in question is a nine-year old Swedish-language adventure MUD called SvenskMUD ("SwedishMUD") that is run by Lysator, the academic computer club at Linköping University, Sweden. I have done field studies of SvenskMUD over a period of three and a half years (Pargman, forthcoming 2000). How is the SvenskMUD adventure world structured and what are the rules that are built into the fabric of this computer game? I will describe some of the ways in which danger and death, good and evil, courage, rewards and wealth are handled in the game. I will conclude the paper with a short analysis of the purpose of configuring the player according to those structures. Revocable Deaths Characters (personae/avatars) in SvenskMUD can be divided into two categories, players and magicians. Making a career as a player to a large part involves solving quests and killing "monsters" in the game. The magicians are all ex-players who have "graduated" and gone beyond playing the game of SvenskMUD. They have become the administrators, managers and programmers of SvenskMUD. A watchful eye is kept on the magicians by "God", the creator, owner and ultimate custodian of SvenskMUD. My own first battle in the game, in a sunlit graveyard with a small mouse, is an example of a bit-sized danger suitable for newcomers, or "newbies". I correctly guessed that the mouse was a suitably weak opponent for my newborn character, but still had to "tickle" the mouse on its belly (a euphemism for hitting it without much force) 50 times before I managed to kill it. Other parts of this epic battle included 45 failed attempts of mine to "tickle" the mouse, 39 successful "tickles" of the mouse and finally a wild chase around the graveyard before I caught up with the mouse, cornered it and managed to kill it and end the fight. Although I was successful in my endeavour, I was also more than half dead after my run-in with the mouse and had to spend quite some time engaged in more peaceful occupations before I was completely healed. It was only later that I learned that you can improve your odds considerably by using weapons and armour when you fight... Should a SvenskMUD player fail in his (or less often, her) risky and adventurous career and die, that does not constitute an insurmountable problem. Should such a thing pass, the player's ghost only has to find the way back to a church in one of the villages. In the church, the player is reincarnated, albeit with some loss of game-related abilities and experience. The way the unfortunate event of an occasional death is handled is part of the meta-rules of SvenskMUD. The meta-rules are the implicit, underlying rules that represent the values, practices and concerns that shape the frame from which the "ordinary" specific rules operate. Meta-rules are part of the "world view that directs the game action and represents the implicit philosophy or ideals by which the world operates" (Fine 1983, 76). Despite the adventure setting with all its hints of medieval lawlessness and unknown dangers lurking, SvenskMUD is in fact a very caring and forgiving environment. The ultimate proof of SvenskMUD's forgiveness is the revocable character of death itself. Fair Dangers Another SvenskMUD meta-rule is that dangers (and death) should be "fair". This fairness is extended so as to warn players explicitly of dangers. Before a dangerous monster is encountered, the player receives plenty of warnings: You are standing in the dark woods. You feel a little afraid. East of you is a small dark lake in the woods. There are three visible ways from here: east, north and south. It would be foolish to direct my character to go east in this situation without being adequately prepared for encountering and taking on something dangerous in battle. Those preparations should include a readiness to flee if the expected danger proves to be superior. If, in the example above, a player willingly and knowingly directs a character to walk east, that player has to face the consequences of this action. But if another player is very cautious and has no reason to suspect a deadly danger lurking behind the corner, it is not considered "fair" if that player's character dies or is hurt in such a way that it results in damage that has far-reaching consequences within the game. The dangerous monsters that roam the SvenskMUD world are restricted to roam only "dangerous" areas and it is considered good manners to warn players in some way when they enter such an area. Part of learning how to play SvenskMUD successfully becomes a matter of understanding different cues, such as the transition from a safe area to a dangerous one, or the different levels of danger signalled by different situations. Should they not know it in advance, players quickly learn that it is not advisable to enter the "Valley of Ultimate Evil" unless they have reached a very high level in the game and are prepared to take on any dangers that come their way. As with all other meta-rules, both players and magicians internalise this rule to such an extent that it becomes unquestionable and any transgression (such as a dangerous monster roaming around in a village, killing newbie characters who happen to stray its way) would immediately render complaints from players and corresponding actions on behalf of the magicians to rectify the situation. Meta-Rules as "Folk Ideas" Fine (1983, 76-8) enumerates four meta-rules that Dundes (1971) has described and applies them to the fantasy role-playing games he has studied. Dundes's term for these meta-rules is "folk ideas" and they reflect existing North American (and Western European) cultural beliefs. Fine shows that these folk ideas capture core beliefs or central values of the fantasy role-playing games he studied. Three of Dundes's four folk ideas are also directly applicable to SvenskMUD. Unlimited Wealth The first folk idea is the principle of unlimited good. There is no end to growth or wealth. For that reason, treasure found in a dungeon doesn't need a rationale for being there. This folk idea is related to the modernist concept of constant, unlimited progress. "Some referees even 'restock' their dungeons when players have found a particular treasure so that the next time someone enters that room (and kills the dragon or other beasties guarding it) they, too, will be rewarded" (Fine 1983, 76). To restock all treasures and reawaken all killed monsters at regular intervals is standard procedure in SvenskMUD and all other adventure MUDs. The technical term is that the game "resets". The reason why a MUD resets at regular intervals is that, while the MUD itself is finite, there is no end to the number of players who want their share of treasures and other goodies. The handbook for SvenskMUD magicians contains "design guidelines" for creating quests: You have to invent a small story about your quest. The typical scenario is that someone needs help with something. It is good if you can get the story together in such a way that it is possible to explain why it can be solved several times, since the quest will be solved, once for each prospective magician. Perhaps a small spectacle a short while after (while the player is pondering the reward) that in some way restore things in such a way that it can be solved again. (Tolke 1993, my translation) Good and Evil The second folk idea is that the world is a battleground between good and evil. In fantasy literature or a role-playing game there is often no in-between and very seldom any doubt whether someone encountered is good or evil, as "referees often express the alignment [moral character] of nonplayer characters through stereotyped facial features or symbolic colours" (Fine 1983, 77). "Good and evil" certainly exists as a structuring resource for the SvenskMUD world, but interestingly the players are not able to be described discretely in these terms. As distinct from role-playing games, a SvenskMUD player is not created with different alignments (good, evil or neutral). All players are instead neutral and they acquire an alignment as they go along, playing SvenskMUD -- the game. If a player kills a lot of mice and cute rabbits, that player will turn first wicked and then evil. If a player instead kills trolls and orcs, that player first turns good and then saint-like. Despite the potential fluidity of alignment in SvenskMUD, some players cultivate an aura of being good or evil and position themselves in opposition to each other. This is most apparent with two of the guilds (associations) in SvenskMUD, the Necromancer's guild and the Light order's guild. Courage Begets Rewards The third folk idea is the importance of courage. Dangers and death operate in a "fair" way, as should treasures and rewards. The SvenskMUD world is structured both so as not to harm or kill players "needlessly", and in such a way that it conveys the message "no guts, no glory" to the players. In different places in the MUD (usually close to a church, where new players start), there are "easy" areas with bit-sized dangers and rewards for beginners. My battle with the mouse was an example of such a danger/reward. A small coin or an empty bottle that can be returned for a small finder's fee are examples of other bit-sized rewards: The third folk idea is the importance of courage. Dangers and death operate in a "fair" way, as should treasures and rewards. The SvenskMUD world is structured both so as not to harm or kill players "needlessly", and in such a way that it conveys the message "no guts, no glory" to the players. In different places in the MUD (usually close to a church, where new players start), there are "easy" areas with bit-sized dangers and rewards for beginners. My battle with the mouse was an example of such a danger/reward. A small coin or an empty bottle that can be returned for a small finder's fee are examples of other bit-sized rewards: More experienced characters gain experience points (xps) and rise in levels only by seeking out and overcoming danger and "there is a positive correlation between the danger in a setting and its payoff in treasure" (Fine 1983, 78). Just as it would be "unfair" to die without adequate warning, so would it be (perceived to be) grossly unfair to seek out and overcome dangerous monsters or situations without being adequately rewarded. And conversely, it would be perceived to be unfair if someone "stumbled over the treasure" without having deserved it, i.e. if someone was rewarded without having performed an appropriately difficult task. Taken from the information on etiquette in an adventure MUD, Reid's quote is a good example of this: It's really bad form to steal someone else's kill. Someone has been working on the Cosmicly Invulnerable Utterly Unstoppable Massively Powerful Space Demon for ages, leaves to get healed, and in the interim, some dweeb comes along and whacks the Demon and gets all it's [sic] stuff and tons of xps [experience points]. This really sucks as the other person has spent lots of time and money in expectation of the benefits from killing the monster. The graceful thing to do is to give em [sic] all the stuff from the corpse and compensation for the money spent on healing. This is still a profit to you as you got all the xps and spent practically no time killing it. (Reid 1999, 122, my emphasis) The User Illusion An important objective of the magicians in SvenskMUD is to describe everything that a player experiences in the SvenskMUD world in game-related terms. The game is regarded as a stage where the players are supposed to see only what is in front of, but not behind the scenes. A consistent use of game-related terms and game-related explanations support the suspension of disbelief and engrossment in the SvenskMUD fantasy world. The main activity of the MUD users should be to enter into the game and guide their characters through a fascinating (and, as much as possible and on its own terms, believable) fantasy world. The guiding principle is therefore that the player should never be reminded of the fact that the SvenskMUD world is not for real, that SvenskMUD is only a game or a computer program. From this perspective, the worst thing players can encounter in SvenskMUD is a breakdown of the user illusion, a situation that instantly transports a person from the SvenskMUD world and leaves that person sitting in front of a computer screen. Error messages, e.g. the feared "you have encountered a bug [in the program]", are an example of this. If a magician decides to change the SvenskMUD world, that magician is supposed to do the very best to explain the change by using game-related jargon. This is reminiscent of the advice to "work within the system": "wherever possible, things that can be done within the framework of the experiential level should be. The result will be smoother operation and greater harmony among the user community" (Morningstar and Farmer 1991, 294). If for some reason a shop has to be moved from one village to another, a satisfactory explanation must be given, e.g. a fire occurring in the old shop or the old shop being closed due to competition (perhaps from the "new", relocated shop). Explanations that involve supernatural forces or magic are also fine in a fantasy world. Explanations that remind the player of the fact that the SvenskMUD world is not for real ("I moved the shop to Eriksros, because all magicians decided that it would be so much better to have it there"), or even worse, that SvenskMUD is a computer program ("I moved the program shop.c to another catalogue in the file structure") are to be avoided at all costs. Part of socialising magicians becomes teaching them to express themselves in this way even when they know better about the machinations of SvenskMud. There are several examples of ingenious and imaginative ways to render difficult-to-explain phenomena understandable in game-related terms: There was a simple problem that appeared at times that made the computer [that SvenskMUD runs on] run a little slower, and as time went by the problem got worse. I could fix the problem easily when I saw it and I did that at times. After I had fixed the problem the game went noticeably faster for the players that were logged in. For those occasions, I made up a message and displayed it to everyone who was in the system: "Linus reaches into the nether regions and cranks a little faster". (Interview with Linus Tolke, "God" in SvenskMUD) When a monster is killed in the game, it rots away (disappears) after a while. However, originally, weapons and armour that the monster wielded did not disappear; a lucky player could find valuable objects and take them without having "deserved" them. This specific characteristic of the game was deemed to be a problem, not least because it furthered a virtual inflation in the game that tended to decrease the value of "honestly" collected weapons and loot. The problem was discussed at a meeting of the SvenskMUD magicians that I attended. It was decided that when a monster is killed and the character that killed it does not take the loot, the loot should disappear ("rot") together with the monster. But how should this be explained to the players in a suitable way if they approach a magician to complain about the change, a change that in their opinion was for the worse? At the meeting it was suggested that from now on, all weapons and shields were forged with a cheaper, weaker metal. Not only would objects of this metal "rot" away together with the monster that wielded them, but it was also suggested that all weapons in the whole game should in fact be worn down as time goes by. (Not to worry, new ones appear in all the pre-designated places every time the game resets.) Conclusion -- Configuring the Player SvenskMUD can easily be perceived as a "blooming buzzing confusion" for a new player and my own first explorations in SvenskMUD often left me confused even as I was led from one enlightenment to the next. Not everyone feels inclined to take up the challenge to make sense of a world where you have to learn everything anew, including how to walk and how to talk. On the other hand, in the game world, much is settled for the best, and a crack in a subterranean cave is always exactly big enough to squeeze through... The process of becoming part of the community of SvenskMUD players is inexorably connected to learning to become an expert in the activities of that community, i.e. of playing SvenskMUD (Wenger 1998). A player who wants to program in SvenskMUD (thereby altering the fabric of the virtual world) will acquire many of the relevant concepts before actually becoming a magician, just by playing and exploring the game of SvenskMUD. Even if the user illusion succeeds in always hiding the computer code from the player, the whole SvenskMUD world constitutes a reflection of that underlying computer code. An implicit understanding of the computer code is developed through extended use of SvenskMUD. The relationship between the SvenskMUD world and the underlying computer code is in this sense analogous to the relationship between the lived-in world and the rules of physics that govern the world. All around us children "prepare themselves" to learn the subject of physics in school by throwing balls up in the air (gravity) and by pulling carts or sledges (friction). By playing SvenskMUD, a player will become accustomed to many of the concepts that govern the SvenskMUD world and will come to understand the goals, symbols, procedures and values of SvenskMUD. This process bears many similarities to the "primary socialisation" of a child into a member of society, a socialisation that serves "to make appear as necessity what is in fact a bundle of contingencies" (Berger and Luckmann 1966, 155). This is the purpose of configuring the player and it is intimately connected to the re-growth of SvenskMUD magicians and the survival of SvenskMUD itself over time. However, it is not the only possible outcome of the SvenskMUD socialisation process. The traditional function of trials and quests in fantasy literature is to teach the hero, usually through a number of external or internal encounters with evil or doubt, to make the right, moral choices. By excelling at these tests, the protagonist shows his or her worthiness and by extension also stresses and perhaps imputes these values in the reader (Dalquist et al. 1991). Adventure MUDs could thus socialise adolescents and reinforce common moral values in society; "the fantasy hero is the perfectly socialised and exemplary subject of a society" (53, my translation). My point here is not that SvenskMUD differs from other adventure MUDs. I would imagine that most of my observations are general to adventure MUDs and that many are applicable also to other computer games. My purpose here has rather been to present a perspective on how an adventure MUD is structured, to trace the meaning of that structure beyond the game itself and to suggest a purpose behind that organisation. I encourage others to question built-in bias and underlying assumptions of computer games (and other systems) in future studies. References Berger, P., and T. Luckmann. The Social Construction of Reality: A Treatise in the Sociology of Knowledge. London: Penguin, 1966. Curtis, P. "MUDding: Social Phenomena in Text-Based Virtual Realities." High Noon on the Electronic Frontier. Ed. P. Ludlow. Cambridge, MA: MIT P, 1996. 13 Oct. 2000 <http://www.ibiblio.org/pub/academic/computer-science/virtual-reality/communications/papers/muds/muds/Mudding-Social-Phenomena.txt>. Dalquist, U., T. Lööv, and F. Miegel. "Trollkarlens lärlingar: Fantasykulturen och manlig identitetsutveckling [The Wizard's Apprentices: Fantasy Culture and Male Identity Development]." 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Things That Make Us Smart: Defending Human Attributes in the Age of the Machine. Reading, MA: Addison-Wesley, 1993. Pargman, D. "Code Begets Community: On Social and Technical Aspects of Managing a Virtual Community." Ph.D. dissertation. Dept. of Communication Studies, Linköping University, Sweden, forthcoming, December 2000. Reid, E. "Hierarchy and Power: Social Control in Cyberspace." Communities in Cyberspace. Ed. M. Smith and P. Kollock. London, England: Routledge, 1999. Tolke, L. Handbok för SvenskMudmagiker: ett hjälpmedel för byggarna i SvenskMUD [Handbook for SvenskMudmagicians: An Aid for the Builders in SvenskMUD]. Printed and distributed by the author in a limited edition, 1993. Wenger, E. Communities of Practice: Learning, Meaning and Identity. Cambridge, UK: Cambridge UP, 1998. Citation reference for this article MLA style: Daniel Pargman. "The Fabric of Virtual Reality -- Courage, Rewards and Death in an Adventure MUD." M/C: A Journal of Media and Culture 3.5 (2000). [your date of access] <http://www.api-network.com/mc/0010/mud.php>. Chicago style: Daniel Pargman, "The Fabric of Virtual Reality -- Courage, Rewards and Death in an Adventure MUD," M/C: A Journal of Media and Culture 3, no. 5 (2000), <http://www.api-network.com/mc/0010/mud.php> ([your date of access]). APA style: Daniel Pargman. (2000) The Fabric of Virtual Reality -- Courage, Rewards and Death in an Adventure MUD. M/C: A Journal of Media and Culture 3(5). <http://www.api-network.com/mc/0010/mud.php> ([your date of access]).