Zeitschriftenartikel zum Thema „TV-shop“

This study aims to find out how the effect of Product Quality on LG TV Purchase Decisions at the Sikapaiya Shop in Majene Regency, how the effect of Price on LG TV Purchase Decisions at Sikapaiya Shop in Majene Regency and which variables are more dominant influence on LG TV Purchase Decisions at Sikapaiya Shop Majene Regency. The type of research used is quantitative and qualitative with data collection techniques using library studies, observation, interviews and documentation. The data analysis technique used in this study is qualitative data analysis, the concept of qualitative data analysis is an activity that includes validation test data, reliability test, partial test (t test). The results showed that 1) Product Quality had a significant effect on LG TV Purchase Decisions at Sikapaiya Shop in Majene Regency. 2) Price has no significant effect on LG TV Purchase Decisions at Sikapaiya Shop, Majene Regency. 3) Product Quality has more significant effect on LG TV Purchase Decisions at Sikapaiya Shop in Majene Regency.

AbstractThe development of e-commerce and communication technologies has allowed changes in the traditional trading system, currently customers can use both stationery shops and e-shops. People no longer need to leave their homes to go shopping, even everyday groceries. They can use the e-shop at any time of day or night, at home or at work. There are no queues, they can get to know other people’s opinions, compare products and services with each other. They can shop while sitting on the sofa in front of the TV and sipping tea. Shopping can be done in the e-shop up to thousands of kilometers away. Especially in the current Covid-19 pandemic, online shopping has become very popular. The aim of the paper was to assess the quality of services offered by the research e-shop. During the research the Critical Incident Technique (CIT) was used. A direct interview was conducted with the customers of the research e-shop who, after using its services, agreed to share their impressions and opinions. They were supposed to describe incidents or situations related to the research e-shop, which they have in their memory, and which caused special satisfaction or dissatisfaction. The analysis allowed to indicate that less than 50% of the incidents described by the customers were positive incidents that cause customers’ high satisfaction, which is not a good situation for the research e-shop. Improvement actions are needed.

The study was conducted to assess the quality of broiler meat procured from four different markets of Chittagong city, (Baddar Hat; BH, Pahartoli; PHT, Jhaowtola; JT and Riazuddin bazar; RB). Broiler was collected from each of the market by replicating four times with five birds per replicate for assessing the meat quality in this study. A total of 20 shops was selected randomly and live broilers of similar age were collected from each shop located in the different places of metropolitan city of Chittagong to conduct the experiment. Meat samples were taken from the live broilers to appraise the quality based on the H2O level, pH, water holding capacity (WHC), extract release value (ERV), tyrosine value (TV) and thiobarbituric acid reactive substance value (TBARS) through the laboratory analyses. The data revealed that the TV and TBARS values differed significantly (P<0.01) between markets except for the other parameters (H2O, pH, WHC, ERV). The highest TV value (0.66) was found in the meat of PHT market while lowest TV value (0.54) being in BH and JT markets. The TBARS value was improved (P<0.01) in the meat of BH and JT markets compared to that of other markets. The road distance (RD) and the transporting time (TT) for carrying birds were affected (P<0.01) by markets. It can be concluded that the quality of broiler meat of different markets appears to be good based on the chemical evaluation, even though TT and RD might influence meat quality to a bit. Bang. J. Anim. Sci. 2020. 49 (1): 29-36

The influence of English upon Romanian, which is not a new phenomenon, has become extensive in recent years. Words of English origin can be found, in greater or smaller numbers, in absolutely all Romanian newspapers and magazines, in advertisements, they can be heard on TV, can be seen as shop names or used in graffiti. The paper analyses terms that have been borrowed from English in the Romanian computer language. The data discussed have been collected from three issues, belonging to three different years, selected at random, of a Romanian computer magazine. One can easily notice that the rate of Anglicisms does not decrease with time, that some terms are totally unadapted and felt to be ’foreignisms’, while others display various degrees of morphological adaptation.

Conflict resolution in context-aware computing is getting more significant attention from researchers as pervasive/ubiquitous computing environments take into account multiple users and multiple applications. In multi-user ubiquitous computing environments, conflicts among user’s contexts need to be detected and resolved. Conflicts arise when multiple users try to access or try to have a control on an application. In this paper, the authors propose a series of algorithms to resolve conflict which can be embedded in different context aware applications like context aware devices (say TV, Mobile, AC, and Fan) and Context Aware Ambient (like Meeting Room, Living Room, Restaurant, Coffee Shop, etc.). The algorithms discussed in this paper make use of different tools like Probability, Fuzzy Logic, Bayesian Network and Rough set theory. In addition the algorithms utilize various factors like social, personal and environmental. The motto of this paper is to enable context aware applications to offer socialized and personalized services to multiple users by resolving service conflicts among users.

The Japanese linguistic landscape is a dynamically vibrant area with words and phrases appearing in a vast array of locations written in a wide range of scripts, fonts, sizes and colours, and all serving a complex and interconnected array of functions. This visual landscape of shop signs, street signs, advertising posters, information boards and vending machines is complemented by a similar vibrancy and dynamism in more private domains such as restaurant menus, product packaging, clothing, newspaper articles, magazine stories and TV advertising. Immediately striking an observer of these contexts is the fact that, although the Japanese language has a highly complex writing system incorporating an admixture of logographic, syllabic and alphabetic characters, a great many of the words and phrases in Japanese social contexts are transcribed in Latin alphabet characters. Because the vast majority of these lexical items are either direct imports of words from the English language (often termed ‘loanwords' or ‘borrowings') or domestic creations based on English vocabulary (often termed ‘wasei eigo'/‘Japan-created English'), those who are familiar with the English language are assisted in their orientation around Japan by this pervasive use of English-based vocabulary.

Nicola LeFanu, prominent among Britain's woman composers, noted both for her strong lyrical style and her exploration of the use of microtonality, employed all these skills in abundance in the world première of her new piece A Phoenix for Carla at this year's Spitalfields Summer Festival. I was attracted to this work due to its being billed as portraying a theme connected with the London Riots of 2011, which lends itself to drama as well as an examination of underlying sociological factors. However, leaving aside these wider considerations, the piece was in fact a microcosm, devoted to a highly sensitive expression of empathy for the plight of flautist Carla Rees, whose Croydon Flat had been entirely destroyed by fire along with all her possessions in the August 2011 riots, it being in close proximity to the tragic burning down of the 144-year old House of Reeves furniture shop much displayed on our TV News channels at the time. Carla lost at least 10 flutes, including two Kingma Alto flutes specially made for her in the Netherlands on which she had based her international contemporary music career as leader of the digital acoustic Ensemble Rarescale, centred on bringing new music for Alto Flute to a wider audience. When interviewed in The Independent nearly a year later Carla commented on the aftermath: ‘I have good days and bad days, keeping going is the main thing. I'm really trying to focus on the positive but there's a deep sense of hurt in the middle of me which doesn't go away. An experience like this is like a reset button on your entire life’.

Most shoppers scour the internet and shop in the brick and mortar store. Because of these factors, TV and Cinema advertisement is a very risky proposition that needs a clear understanding of the tastes of TV and Cinema Viewing for marketers to succeed in this market.

Purpose – The purpose of this paper is to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies. Design/methodology/approach – This briefing is prepared by an independent writer who adds his/her own impartial comments and places the articles in context. Findings – The UK TV sitcom “Open All Hours” is a truly terrible example of convenience retailing. The situation is that of a corner shop in Northern England run by a cantankerous middle aged man with a pronounced stutter, who variously abuses, gossips about or tries to flatter his customers. Inventory is massive, point of sale technology primitive, and as the title suggests, opening hours are long. Hilarity ensues. Practical implications – This study provides strategic insights and practical thinking that have influenced some of the world’s leading organizations. Originality/value – The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and an easy-to-digest format.

Introduction: At the Crossroad Well, I’ve been an important pawn [in regeneration], for instance, changing doors and windows, enlarging them, eliminating shutters and thus having big open windows, light […] Then came the florist, through a common friend, who was the second huge pawn who trusted in this […] then came the pastry shop. (Alberto, 54, shop owner). Alberto is the owner of Pleasure Factory, one of two upmarket restaurants in a gentrifying crossroads area in northern Milan. He started buying apartments and empty stores in the 1980s, later becoming property manager of the building where he still lives. He also opened two restaurants, and then set up a neighbourhood commercial organisation. Alberto’s activities, and those of people like him, have been able to reverse the image and the usage of this public crossroad. This is something of which all of the involved actors are well aware. They have “bet,” as they say, and somehow “won” by changing people’s common understanding of, and approach to, this zone. This paper argues for the necessity of a closer look at the ways that place is produced through the multiple activities of small entrepreneurs and social actors, such as Alberto. This is because these activities represent the softer side of gentrification, and can create zones of pleasure and authenticity. Whilst market forces and multiple public interventions of gentrification’s “hard” side can lead to the displacement of people and uneven development, these softer zones of authenticity and pleasure have the power to shape the general neighbourhood brand (Atkinson 1830). Speaking rhetorically, these zones act as synecdoche for the surrounding environment. Places are in part built through the “atmosphere” that consumers seek throughout their daily routines. Following Gernot Böhme’s approach to spatial aesthetics, atmosphere can be viewed as the “relation between environmental qualities and human states” (114) and this relation is worked out daily in gentrified neighbourhoods. Not only do the passer-bys, local entrepreneurs, and sociologists contribute to the local making of atmosphere, but so does the production of the environmental qualities. These are the private and public interventions aimed at refurbishing, and somehow sanitising, specific zones of central neighbourhoods in order to make them suitable for middle class tastes (Julier 875). Not all gentrification processes are similar however, because of the unique influence of each city’s scalar rearrangements. The following section therefore briefly describes the changes in Milan in recent times. The paper will then describe the making of a zone of authentic pleasure at the Isola crossroads. I will show that soft gentrification happens through the making of specific zones where supply and demand match in ways that make for pleasant living. Milan, from Global to Local and Back Milan has a peculiar role in both the Italian and European contexts. Its metropolitan area, of 7.4 million inhabitants on a 12 000 km² surface, makes it the largest in Italy and the fifth in Europe (following Ruhr, Moscow, Paris and London). The municipal power has been pushing for a long-term strategy of population growth that would make Milan the “downtown” of the overall metropolitan area (Bricocoli and Savoldi 19), and take advantage of scalar rearrangements, such as State reconfigurations and setbacks. The overall goal of the government of Milan has been to increase the tax base and the local government’s political power. Milan also demonstrates the entrepreneurial turn adopted by many global cities, evident in the amount of project-based interventions, the involvement of international architecture studios (“La città della Moda” by Cesar Pelli; “Santa Giulia” by Norman Foster; “City-Life” and “the Fair” by Zaha Hadid and David Libeskind), and the hosting of mega-events, such as the Expo 2015. The Milan growth machine works then at different scales (global, national, city-region, neighbourhood) with several organisational actors involved, enormous investments and heavy political struggles to decide which coalition of winning actors will ride the tiger of uneven development. However, when we look at those transformations through the lens of the neighbourhood what we see is the making of zones within the larger texture of its streets and squares. This zone-making is similar to leopard’s spots within a contained urban space, it works for some time in specific streets and crossroads, then moves throughout the neighbourhood, as the process of gentrification goes on. The neighbourhood, which the zone of authentic pleasure I’m describing occurs, is called Isola (Island) because of its clustered shape between a railroad on the southern border and three major roads on the others. Isola was, until the 1980s, a working-class residential space with a strong tradition of left-wing political activism, with some small manufacturing businesses and minor commercial activities. This area remained quite removed from the overall urban development that radically shifted Milan towards a service economy in the 1960s and 1970s. However, during the 1980s and 1990s, the land price impacts of private activities and public policies in surrounding neighbourhoods increasingly pushed people and activities in the direction of Isola. Alberto explains this drift through the example of his first apartment: Just look at the evolution of my apartment. I bought it [in the 1980s] for 57 million lira, I remember, then sold it in 1992 for 160, then it was sold again for 200 000 euros, then four years ago for 250 000 and you have to understand that we’re talking about 47 square metres. If you consider the last price, 250 000, I’ll tell you that when I first came to the neighbourhood you could easily buy an entire building with that money. The building at number five in this street was entirely sold for 550 millions lira—you understand now why Isola is a huge real estate investment, people like it, its central, well served by the underground—well it still has to grow from a commercial standpoint… This evolution in land prices is clear when translated into the price for square metre: 2.4 euros for square meter in 1985, 3.4 in 1992, 4.2 in 2000 and 5.3 in 2006. The ratio increase is 120% in 20 years, demonstrating both the general boost in the economy of the area and also what is at stake within uneven development. What this paper argues is that parallel to this political economy dimension, which may be called the “hard side” of gentrification, there is also a “soft side” that deserves a closer attention. Pastry shops, cafés, bars, restaurants are as strategic as real estate investments (Zukin, Landscapes 195). The spatial concept that best captures the rationale of these activities is the zone, meaning a small and localised cluster of activities. I chose to add the features of pleasure and authenticity because of the role they play in ordinary consumption practices. In order to illustrate the specific relevance of soft gentrification I will now turn to the description of the Isola crossroad, a place that has been re-created through the interventions of several actors, such as Alberto above, and also Franca and her pastry shop. A Zone of Authentic Pleasure: Franca’s Pleasure Corner We’re walking through a small residential street and arrive at a crossroad. We turn to look to the four corners, one is occupied by a public school building, the second and the third by upmarket restaurants, and the last by a “typical” Sicilian pastry shop and café. We decide to enter here, find a seat and order a coffee together with a small cassata, a cake made with sweet cheese, almonds, pistachios and candied fruit. While we are experiencing this southern Italian breakfast at some thousand miles of spatial distance from its original site, a short man enters. He’s a well renowned TV comedian, best known for his would-be-magician gags. Everybody in the café recognises him but pretends to ignore his presence, he buys some pastries and leaves. Other customers come and go. The shop owner, an Italian lady in her forties called Franca, approaches to me and declares: “as you can see for yourself, we see elegant people here.” In this kind of neighbourhood it is common to see and share space with such “elegant” and well-known people, and to feel that a pleasant atmosphere is created through this public display. Franca opened the pastry shop three years ago, a short time after the upmarket restaurants on the other corners. However, when we interviewed her she wasn’t yet satisfied with the atmosphere: “when I go downtown and come back, I feel depressed … it’s developing but still has not grown enough … Isn’t one of the classic rich places in Milan—it’s kind of a weird place.” Through these and other similar statements she expressed a feeling of delusion toward the neighbourhood—a feeling on which she’s building her tale—that emerged in contrast to the kind of environment Franca would consider more apt for her shop. Franca’s a newcomer, but knows that the neighbourhood has been “sanitised.” “It really was a criminal area” she states, using overtly derogatory terms just like they were neutral: “riffraff” for the customers of ordinary bars, “dull” for the northern part of the neighbourhood where “there even are kebab shops.” In contrast she lists her beloved customers: journalists, architects, two tenors, people working at the theatre nearby, and the local TV celebrity described earlier. When she refers to the crossroad she speaks of it as, “maybe the gem of the neighbourhood.” At some point she declares what makes her proud: A place like this regenerates the neighbourhood—to be sure, if I ever open a harbour bar I’d attract riffraff who would discredit the place. In short it’s not, to make an example, a club where you play cards, that bring in the underworld, noise, nuisance—here the customer is the typical middle class, all right people. The term “all right people” reoccurs in several of Franca’s statements. Her initial economic sacrifices, relative though if, as she says, she’s able to open another shop in a more central place (“we would like to become a chain-store”), are now compensated by the recognition she gets from her more polished clients. She also expresses a personal satisfaction in the role she has played in the changes in Isola: “until now it’s just a matter of personal satisfaction—of seeing, I’ve built this stuff.” Franca’s story demonstrates that the soft side of gentrification is also produced by individuals that have little in common with the huge capital investment that is at stake in real estate development, or the chain stores that are also opening in the neighbourhood. In one way, Franca is alone in her quest for regeneration, as most entrepreneurs are. In another way, though, she is not. Not only is she participating in the “upgrading” together with other small business owners and consumers who all agree on the direction to follow, thus building together a zone of authentic pleasure, but she can also rely on a “critical infrastructure” of architects, designers and consultants (Zukin, Landscapes 202) that knows perfectly how to do the job. With much pride in her interior design choices, Franca pointed out how her café mixes chic with classic and opposing them to a flashy and folk décor. She showed us the black-and-white pictures at the wall depicting Paris in the 1960s, the unique design coffee machine model she owns, and the flower vases conceived by a famous designer and filled by her neighbour florist. The colours chosen for the interior are orange, tied to oranges—a typical product of Sicily, whereas the brown colour relates to the land, and the gold is linked to elegance. The mixing of warm colours, Franca explained, makes the atmosphere cosy. Where did this owner get all these idea(l)s? Franca relied on an Italian interior design studio, which works at a global scale furnishing hotels, restaurants, bars, shops, bathing establishments, and airports in New York, Barcelona, Paris, and Milan. The architect with whom she dealt with let her “work together” in order to have an autonomous set of choices that match the brand’s offer. Authenticity thus becomes part of the décor in a systematic way, and the feeling of a pleasant atmosphere is constantly reproduced through the daily routines of consumption. Again, not alone in the regeneration process but feeling as if she is “on her own,” Franca struggles daily to protect the atmosphere she’s building: “My point is avoiding having kids or tramps as customers—I don’t want an indiscriminate presence, like people coming here for a glass of wine and maybe getting drunk. I mean, this is not the place to come and have a bianchino [cheap white wine]. People coming here have a spumante, and behave in a completely different fashion.” The opposition between a bianchino, the cheap white wine, and the spumante is one that clarifies the moral boundary between the targets of soft gentrification. In Italian popular culture, and especially in the past, it was a common male habit to have bianchino from late morning onwards. Bars therefore served as gendered public spaces where common people would rest from working activities and the family sphere. Franca, together with many new bars and cafes that construct zones of authentic pleasure in gentrifying neighbourhoods, is trying to update this cultural practice. The spumante adds a sparkling element to consumption and is branded as a trendy aperitif wine, which appeals to younger tastes and lifestyles. By utilising a global design studio, Franca connects to global patterns of urban development and the homogenising of local atmospheres. Furthermore, by preferencing different consumption behaviours she contributes to the social transformation of the neighbourhood by selecting customers. This tendency towards segregation, rather than mixing, is a relevant feature here, since the Franca’s favourite clientele are clearly “people like us” (Butler 2469). Zones like the one described above are thus places where uneven development shows its social, interactive and public façade. Pleasure and Authenticity in Soft Gentrification The production of “atmosphere” in a gentrifying neighbourhood goes together with customers’ taste and preferences. The supply-side of building the environmental landscape for a “pleasant” zone needs a demand-side, consumers buying, supporting, and appreciating the outcome of the activities of business people like Franca. The two are one, most of the time, because tastes and preferences are linked to class, gender, and ethnicity, which makes a sort of mutual redundancy. To put it abruptly: similar people, spending their time in the same places and in a similar way. As I have shown above, the pastry shop owner Franca went for mixing chic and classic in her interior design. That is distinctiveness and familiarity, individualisation and commonality in one unique environment. Seen from the consumer’s perspective, this leads to what has been depicted by Sharon Zukin in her account of the crisis of authenticity in New York. People, she says, are yearning for authenticity because this: reflects the separation between our experience of space and our sense of self that is so much a part of modern mentalities. Though we think authenticity refers to a neighbourhood’s innate qualities, it really expresses our own anxieties about how places change. The idea of authenticity is important because it connects our individual yearning to root ourselves in a singular time and place to a cosmic grasp or larger social forces that remake our world from many small and often invisible actions. (220) Among the “many small and invisible actions” are the ones made by Franca and the global interior design firm she hired, but also those done daily by her customers. For instance, Christian a young advertising executive who lives two blocks away from the pastry shop. He defines himself an “executive creative director” [in English, while the interview was in Italian]. Asked on cooking practices and the presentation he makes to his guests, he declares that the main effort is on: The mise en place—the mise en place with no doubt. The mise en place must be appropriate to what you’re doing. Sometimes you get the mise en place simply serving a plateau, when you correctly couple cheese and salami, even better when you couple fresh cheese with vegetables or you give a slightly creative touch with some fruit salad, like seitan with avocado, no? They become beautiful to see and the mise en place saves it, the aesthetics does its job …Do you feel there are foods, beverages or consumption occasions you consider not worth giving up at all? The only thing I wouldn’t give up is going out in the morning, and having a cappuccino down there in the tiny pastry shop and having some brioches while I’m at the bar. Those that are not frozen beforehand but cooked just in time and have a breakfast, for just two euros, two euros and ten […] cappuccino and fresh brioche, baked just then, otherwise I cannot even think—if I’m in Milan I hardly think correctly—I mean I can’t wake up really without a good cappuccino and a good brioche. Christian is one of the new residents that was attracted to this neighbourhood because of the benefits of its uneven development: relatively affordable rent prices, services, and atmosphere. Commonality is among them, but also distinctiveness. Each morning he can have his “good cappuccino and good brioche” freshly baked to suit his taste and that allows him to differentiate between other brioches, namely the industrialised ones, those “frozen beforehand.” More importantly, he can do this by simply crossing the street and entering one of the pleasure zones that are making Isola, there and now, the new gentrified Milanese neighbourhood. Zones of Authentic Pleasure In this paper I have argued that a closer attention to the softer side of gentrification can help to understand how taste and uneven development mesh together, to produce the common shape we find in gentrified neighbourhoods. These typical urban spaces are made of streets, sidewalks, squares, and walls, but also shop windows and signs, pavement cafés, planters, and the street-life that turns around all of this. Both built environment and interaction produces the atmosphere of authentic pleasure, which is offered by local entrepreneurs and sought by the people who go there. Pleasure is a central feature because of the increasing role of consumption activities in the city and the role of individual consumption practices. I f we observe closely the local scale where all of these practices take place, we can clearly distinguish one zone from another because of their localised effervescence. Neighbourhoods are not equally affected by gentrification. Internally specific zones emerge as those having the capacity to subsume the entire process. These are the ones I have described in this paper—zones of authentic pleasure, where the supply and demand for an authentic distinctive and communal atmosphere takes place. Ephemeral spaces; if one looks at the political economy of place through a macro lens. But if the aim is to understand why certain zones prove to be successful and others not, then exploring how soft gentrification is daily produced and consumed is fundamental.Acknowledgments This article draws on data produced by the research team for the CSS project ‘Middle Class and Consumption: Boundaries, Standards and Discourses’. The team comprised Marco Santoro, Roberta Sassatelli and Giovanni Semi (Coordinators), Davide Caselli, Federica Davolio, Paolo Magaudda, Chiara Marchetti, Federico Montanari and Francesca Pozzi (Research Fellows). The ethnographic data on Milan were mainly produced by Davide Caselli and by the Author. The author wishes to thank the anonymous referees for wise and kind remarks and Michelle Hall for editing and suggestions. References Atkinson, Rowland. “Domestication by Cappuccino or a Revenge on Urban Space? Control and Empowerment in the Management of Public Spaces.” Urban Studies 40.9 (2003): 1829–1843. Böhme, Gernot. “Atmosphere as the Fundamental Concept of a New Aesthetics.” Thesis Eleven 36 (1993): 113–126. Bricocoli, Massimo, and Savoldi Paola. Milano Downtown: Azione Pubblica e Luoghi dell’Abitare. Milano: et al./Edizioni, 2010. Butler, Tim. “Living in the Bubble: Gentrification and Its ‘Others’ in North London.” Urban Studies 40.12 (2003): 2469–2486. Julier, Guy. “Urban Designscapes and the Production of Aesthetic Consent.” Urban Studies 42.5/6 (2005): 869–887. Zukin, Sharon. Landscapes of Power. From Detroit to Disney World. Berkeley and Los Angeles: University of California Press, 1991. ———. Naked City. The Death and Life of Authentic Urban Places. New York: Oxford UP, 2010.

My thesis is that new media, starting with analog broadcast and going through digital convergence, blur the line between work time and free time. The technology that we are adopting has transformed free time into potential and actual labour time. At the dawn of the modern age, work shifted from tasked time to measured time. Previously, tasked time intermingled work and leisure according to the vagaries of nature. All this was banished when industrial capitalism instituted the work clock (Mumford 12-8). But now, many have noticed how post-industrial capitalism features a new intermingling captured in such expressions as "24/7" and "multi-tasking." Yet, we are only beginning to understand that media are driving a return to the pre-modern where the hour and the space are both ambiguous, available for either work or leisure. This may be the unfortunate side effect of the much vaunted "interactivity." Do you remember the old American TV show Dobie Gillis (1959-63) which featured the character Maynard G. Krebs? He always shuddered at the mention of the four-letter word "work." Now, American television shows makes it a point that everyone works (even if just barely). Seinfeld was a bold exception in featuring the work-free Kramer; a deliberate homage to the 1940s team of Abbott and Costello. Today, as welfare is turned into workfare, The New York Times scolds even the idle rich to adopt the work ethic (Yazigi). The Forms of Broadcast and Digital Media Are Driving the Merger of Work and Leisure More than the Content It is not just the content of television and other media that is undermining the leisured life; it is the social structure within which we use the media. Broadcast advertisements were the first mode/media combinations that began to recolonise free time for the new consumer economy. There had been a previous buildup in the volume and the ubiquity of advertising particularly in billboards and print. However, the attention of the reader to the printed commercial message could not be controlled and measured. Radio was the first to appropriate and measure its audience's time for the purposes of advertising. Nineteenth century media had promoted a middle class lifestyle based on spending money on home to create a refuge from work. Twentieth century broadcasting was now planting commercial messages within that refuge in the sacred moments of repose. Subsequent to broadcast, home video and cable facilitated flexible work by offering entertainment on a 24 hour basis. Finally, the computer, which juxtaposes image/sound/text within a single machine, offers the user the same proto-interactive blend of entertainment and commercial messages that broadcasting pioneered. It also fulfills the earlier promise of interactive TV by allowing us to work and to shop, in all parts of the day and night. We need to theorise this movement. The theory of media as work needs an institutional perspective. Therefore, I begin with Dallas Smythe's blindspot argument, which gave scholarly gravitas to the structural relationship of work and media (263-299). Horkheimer and Adorno had already noticed that capitalism was extending work into free time (137). Dallas Smythe went on to dissect the precise means by which late capitalism was extending work. Smythe restates the Marxist definition of capitalist labour as that human activity which creates exchange value. Then he considered the advertising industry, which currently approaches200 billion in the USA and realised that a great deal of exchange value has been created. The audience is one element of the labour that creates this exchange value. The appropriation of people's time creates advertising value. The time we spend listening to commercials on radio or viewing them on TV can be measured and is the unit of production for the value of advertising. Our viewing time ipso facto has been changed into work time. We may not experience it subjectively as work time although pundits such as Marie Winn and Jerry Mander suggest that TV viewing contributes to the same physical stresses as actual work. Nonetheless, Smythe sees commercial broadcasting as expanding the realm of capitalism into time that was otherwise set aside for private uses. Smythe's essay created a certain degree of excitement among political economists of media. Sut Jhally used Smythe to explain aspects of US broadcast history such as the innovations of William Paley in creating the CBS network (Jhally 70-9). In 1927, as Paley contemplated winning market share from his rival NBC, he realised that selling audience time was far more profitable than selling programs. Therefore, he paid affiliated stations to air his network's programs while NBC was still charging them for the privilege. It was more lucrative to Paley to turn around and sell the stations' guaranteed time to advertisers, than to collect direct payments for supplying programs. NBC switched to his business model within a year. Smythe/Jhally's model explains the superiority of Paley's model and is a historical proof of Smythe's thesis. Nonetheless, many economists and media theorists have responded with a "so what?" to Smythe's thesis that watching TV as work. Everyone knows that the basis of network television is the sale of "eyeballs" to the advertisers. However, Smythe's thesis remains suggestive. Perhaps he arrived at it after working at the U.S. Federal Communications Commission from 1943 to 1948 (Smythe 2). He was part of a team that made one last futile attempt to force radio to embrace public interest programming. This effort failed because the tide of consumerism was too strong. Radio and television were the leading edge of recapturing the home for work, setting the stage for the Internet and a postmodern replication of the cottage industries of pre and proto-industrial worlds. The consequences have been immense. The Depression and the crisis of over-production Cultural studies recognises that social values have shifted from production to consumption (Lash and Urry). The shift has a crystallising moment in the Great Depression of 1929 through 1940. One proposal at the time was to reduce individual work hours in order to create more jobs (see Hunnicut). This proposal of "share the work" was not adopted. From the point of view of the producer, sharing the work would make little difference to productivity. However, from the retailer's perspective each individual worker would accumulate less money to buy products. Overall sales would stagnate or decline. Prominent American economists at the time argued that sharing the work would mean sharing the unemployment. They warned the US government this was a fundamental threat to an economy based on consumption. Only a fully employed laborer could have enough money to buy down the national inventory. In 1932, N. A. Weston told the American Economic Association that: " ...[the labourers'] function in society as a consumer is of equal importance as the part he plays as a producer." (Weston 11). If the defeat of the share the work movement is the negative manifestation of consumerism, then the invasion by broadcast of our leisure time is its positive materialisation. We can trace this understanding by looking at Herbert Hoover. When he was the Secretary of Commerce in 1924 he warned station executives that: "I have never believed that it was possible to advertise through broadcasting without ruining the [radio] industry" (Radio's Big Issue). He had not recognised that broadcast advertising would be qualitatively more powerful for the economy than print advertising. By 1929, Hoover, now President Hoover, approved an economics committee recommendation in the traumatic year of 1929 that leisure time be made "consumable " (Committee on Recent Economic Changes xvi). His administration supported the growth of commercial radio because broadcasting was a new efficient answer to the economists' question of how to motivate consumption. Not so coincidentally network radio became a profitable industry during the great Depression. The economic power that pre-war radio hinted at flourished in the proliferation of post-war television. Advertisers switched their dollars from magazines to TV, causing the demise of such general interest magazines as Life, The Saturday Evening Postet al. Western Europe quickly followed the American broadcasting model. Great Britain was the first, allowing television to advertise the consumer revolution in 1955. Japan and many others started to permit advertising on television. During the era of television, the nature of work changed from manufacturing to servicing (Preston 148-9). Two working parents also became the norm as a greater percentage of the population took salaried employment, mostly women (International Labour Office). Many of the service jobs are to monitor the new global division of labour that allows industrialised nations to consume while emerging nations produce. (Chapter seven of Preston is the most current discussion of the shift of jobs within information economies and between industrialised and emerging nations.) Flexible Time/ Flexible Media Film and television has responded by depicting these shifts. The Mary Tyler Moore Show debuted in September of 1970 (see http://www.transparencynow.com/mary.htm). In this show nurturing and emotional attachments were centered in the work place, not in an actual biological family. It started a trend that continues to this day. However, media representations of the changing nature of work are merely symptomatic of the relationship between media and work. Broadcast advertising has a more causal relationship. As people worked more to buy more, they found that they wanted time-saving media. It is in this time period that the Internet started (1968), that the video cassette recorder was introduced (1975) and that the cable industry grew. Each of these ultimately enhanced the flexibility of work time. The VCR allowed time shifting programs. This is the media answer to the work concept of flexible time. The tired worker can now see her/his favourite TV show according to his/her own flex schedule (Wasser 2001). Cable programming, with its repeats and staggered starting times, also accommodates the new 24/7 work day. These machines, offering greater choice of programming and scheduling, are the first prototypes of interactivity. The Internet goes further in expanding flexible time by adding actual shopping to the vicarious enjoyment of consumerist products on television. The Internet user continues to perform the labour of watching advertising and, in addition, now has the opportunity to do actual work tasks at any time of the day or night. The computer enters the home as an all-purpose machine. Its purchase is motivated by several simultaneous factors. The rhetoric often stresses the recreational and work aspects of the computer in the same breath (Reed 173, Friedrich 16-7). Games drove the early computer programmers to find more "user-friendly" interfaces in order to entice young consumers. Entertainment continues to be the main driving force behind visual and audio improvements. This has been true ever since the introduction of the Apple II, Radio Shack's TRS 80 and Atari 400 personal computers in the 1977-1978 time frame (see http://www.atari-history.com/computers/8bits/400.html). The current ubiquity of colour monitors, and the standard package of speakers with PC computers are strong indications that entertainment and leisure pursuits continue to drive the marketing of computers. However, once the computer is in place in the study or bedroom, its uses fully integrates the user with world of work in both the sense of consuming and creating value. This is a specific instance of what Philip Graham calls the analytical convergence of production, consumption and circulation in hypercapitalism. The streaming video and audio not only captures the action of the game, they lend sensual appeal to the banner advertising and the power point downloads from work. In one regard, the advent of Internet advertising is a regression to the pre-broadcast era. The passive web site ad runs the same risk of being ignored as does print advertising. The measure of a successful web ad is interactivity that most often necessitates a click through on the part of the viewer. Ads often show up on separate windows that necessitate a click from the viewer if only to close down the program. In the words of Bolter and Grusin, click-through advertising is a hypermediation of television. In other words, it makes apparent the transparent relationship television forged between work and leisure. We do not sit passively through Internet advertising, we click to either eliminate them or to go on and buy the advertised products. Just as broadcasting facilitated consumable leisure, new media combines consumable leisure with flexible portable work. The new media landscape has had consequences, although the price of consumable leisure took awhile to become visible. The average work week declined from 1945 to 1982. After that point in the US, it has been edging up, continuously (United States Bureau of Labor Statistics). There is some question whether the computer has improved productivity (Kim), there is little question that the computer is colonising leisure time for multi-tasking. In a population that goes online from home almost twice as much as those who go online from work, almost half use their online time for work based activities other than email. Undoubtedly, email activity would account for even more work time (Horrigan). On the other side of the blur between work and leisure, the Pew Institute estimates that fifty percent use work Internet time for personal pleasure ("Wired Workers"). Media theory has to reengage the problem that Horkheimer/Adorno/Smythe raised. The contemporary problem of leisure is not so much the lack of leisure, but its fractured, non-contemplative, unfulfilling nature. A media critique will demonstrate the contribution of the TV and the Internet to this erosion of free time. References Bolter, Jay David, and Richard Grusin. Remediation: Understanding New Media. Cambridge, MA: MIT Press, 2000. Committee on Recent Economic Changes. Recent Economic Changes. Vol. 1. New York: no publisher listed, 1929. Friedrich, Otto. "The Computer Moves In." Time 3 Jan. 1983: 14-24. Graham, Philip. Hypercapitalism: A Political Economy of Informational Idealism. In press for New Media and Society2.2 (2000). Horkheimer, Max, and Theodor W. Adorno. Dialectic of Enlightenment. New York: Continuum Publishing, 1944/1987. Horrigan, John B. "New Internet Users: What They Do Online, What They Don't and Implications for the 'Net's Future." Pew Internet and American Life Project. 25 Sep. 2000. 24 Oct. 2001 <http://www.pewinternet.org/reports/toc.asp?Report=22>. Hunnicutt, Benjamin Kline. Work without End: Abandoning Shorter Hours for the Right to Work. Philadelphia: Temple UP, 1988. International Labour Office. Economically Active Populations: Estimates and Projections 1950-2025. Geneva: ILO, 1995. Jhally, Sut. The Codes of Advertising. New York: St. Martin's Press, 1987. Kim, Jane. "Computers and the Digital Economy." Digital Economy 1999. 8 June 1999. October 24, 2001 <http://www.digitaleconomy.gov/powerpoint/triplett/index.htm>. Lash, Scott, and John Urry. Economies of Signs and Space. London: Sage Publications, 1994. Mander, Jerry. Four Arguments for the Elimination of Television. New York: Morrow Press, 1978. Mumford, Lewis. Technics and Civilization. New York: Harcourt Brace, 1934. Preston, Paschal. Reshaping Communication: Technology, Information and Social Change. London: Sage, 2001. "Radio's Big Issue Who Is to Pay the Artist?" The New York Times 18 May 1924: Section 8, 3. Reed, Lori. "Domesticating the Personal Computer." Critical Studies in Media Communication17 (2000): 159-85. Smythe, Dallas. Counterclockwise: Perspectives on Communication. Boulder, CO: Westview Press, 1993. United States Bureau of Labor Statistics. Unpublished Data from the Current Population Survey. 2001. Wasser, Frederick A. Veni, Vidi, Video: The Hollywood Empire and the VCR. Austin, TX: U of Texas P, 2001. Weston, N.A., T.N. Carver, J.P. Frey, E.H. Johnson, T.R. Snavely and F.D. Tyson. "Shorter Working Time and Unemployment." American Economic Review Supplement 22.1 (March 1932): 8-15. <http://links.jstor.org/sici?sici=0002-8282%28193203%2922%3C8%3ASWTAU%3E2.0.CO%3B2-3>. Winn, Marie. The Plug-in Drug. New York: Viking Press, 1977. "Wired Workers: Who They Are, What They're Doing Online." Pew Internet Life Report 3 Sep. 2000. 24 Oct. 2000 <http://www.pewinternet.org/reports/toc.asp?Report=20>. Yazigi, Monique P. "Shocking Visits to the Real World." The New York Times 21 Feb. 1990. Page unknown. Links http://www.pewinternet.org/reports/toc.asp?Report=20 http://www.pewinternet.org/reports/toc.asp?Report=22 http://www.atari-history.com/computers/8bits/400.html http://www.transparencynow.com/mary.htm http://www.digitaleconomy.gov/powerpoint/triplett/index.htm http://links.jstor.org/sici?sici=0002-8282%28193203%2922%3C8%3ASWTAU%3 E2.0.CO%3B2-3 Citation reference for this article MLA Style Wasser, Frederick. "Media Is Driving Work" M/C: A Journal of Media and Culture 4.5 (2001). [your date of access] < http://www.media-culture.org.au/0111/Wasser.xml >. Chicago Style Wasser, Frederick, "Media Is Driving Work" M/C: A Journal of Media and Culture 4, no. 5 (2001), < http://www.media-culture.org.au/0111/Wasser.xml > ([your date of access]). APA Style Wasser, Frederick. (2001) Media Is Driving Work. M/C: A Journal of Media and Culture 4(5). < http://www.media-culture.org.au/0111/Wasser.xml > ([your date of access]).

The Australian Government has been actively evaluating how best to merge the functions of the Australian Communications Authority (ACA) and the Australian Broadcasting Authority (ABA) for around two years now. Broadly, the reason for this is an attempt to keep pace with the communications media transformations we reduce to the term “convergence.” Mounting pressure for restructuring is emerging as a site of turf contestation: the possibility of a regulatory “one-stop shop” for governments (and some industry players) is an end game of considerable force. But, from a public interest perspective, the case for a converged regulator needs to make sense to audiences using various media, as well as in terms of arguments about global, industrial, and technological change. This national debate about the institutional reshaping of media regulation is occurring within a wider global context of transformations in social, technological, and politico-economic frameworks of open capital and cultural markets, including the increasing prominence of international economic organisations, corporations, and Free Trade Agreements (FTAs). Although the recently concluded FTA with the US explicitly carves out a right for Australian Governments to make regulatory policy in relation to existing and new media, considerable uncertainty remains as to future regulatory arrangements. A key concern is how a right to intervene in cultural markets will be sustained in the face of cultural, politico-economic, and technological pressures that are reconfiguring creative industries on an international scale. While the right to intervene was retained for the audiovisual sector in the FTA, by contrast, it appears that comparable unilateral rights to intervene will not operate for telecommunications, e-commerce or intellectual property (DFAT). Blurring Boundaries A lack of certainty for audiences is a by-product of industry change, and further blurs regulatory boundaries: new digital media content and overlapping delivering technologies are already a reality for Australia’s media regulators. These hypothetical media usage scenarios indicate how confusion over the appropriate regulatory agency may arise: 1. playing electronic games that use racist language; 2. being subjected to deceptive or misleading pop-up advertising online 3. receiving messaged imagery on your mobile phone that offends, disturbs, or annoys; 4. watching a program like World Idol with SMS voting that subsequently raises charging or billing issues; or 5. watching a new “reality” TV program where products are being promoted with no explicit acknowledgement of the underlying commercial arrangements either during or at the end of the program. These are all instances where, theoretically, regulatory mechanisms are in place that allow individuals to complain and to seek some kind of redress as consumers and citizens. In the last scenario, in commercial television under the sector code, no clear-cut rules exist as to the precise form of the disclosure—as there is (from 2000) in commercial radio. It’s one of a number of issues the peak TV industry lobby Commercial TV Australia (CTVA) is considering in their review of the industry’s code of practice. CTVA have proposed an amendment to the code that will simply formalise the already existing practice . That is, commercial arrangements that assist in the making of a program should be acknowledged either during programs, or in their credits. In my view, this amendment doesn’t go far enough in post “cash for comment” mediascapes (Dwyer). Audiences have a right to expect that broadcasters, production companies and program celebrities are open and transparent with the Australian community about these kinds of arrangements. They need to be far more clearly signposted, and people better informed about their role. In the US, the “Commercial Alert” <http://www.commercialalert.org/> organisation has been lobbying the Federal Communications Commission and the Federal Trade Commission to achieve similar in-program “visual acknowledgements.” The ABA’s Commercial Radio Inquiry (“Cash-for-Comment”) found widespread systemic regulatory failure and introduced three new standards. On that basis, how could a “standstill” response by CTVA, constitute best practice for such a pervasive and influential medium as contemporary commercial television? The World Idol example may lead to confusion for some audiences, who are unsure whether the issues involved relate to broadcasting or telecommunications. In fact, it could be dealt with as a complaint to the Telecommunication Industry Ombudsman (TIO) under an ACA registered, but Australian Communications Industry Forum (ACIF) developed, code of practice. These kind of cross-platform issues may become more vexed in future years from an audience’s perspective, especially if reality formats using on-screen premium rate service numbers invite audiences to participate, by sending MMS (multimedia messaging services) images or short video grabs over wireless networks. The political and cultural implications of this kind of audience interaction, in terms of access, participation, and more generally the symbolic power of media, may perhaps even indicate a longer-term shift in relations with consumers and citizens. In the Internet example, the Australian Competition and Consumer Commission’s (ACCC) Internet advertising jurisdiction would apply—not the ABA’s “co-regulatory” Internet content regime as some may have thought. Although the ACCC deals with complaints relating to Internet advertising, there won’t be much traction for them in a more complex issue that also includes, say, racist or religious bigotry. The DVD example would probably fall between the remits of the Office of Film and Literature Classification’s (OFLC) new “convergent” Guidelines for the Classification of Film and Computer Games and race discrimination legislation administered by the Human Rights and Equal Opportunity Commission (HREOC). The OFLC’s National Classification Scheme is really geared to provide consumer advice on media products that contain sexual and violent imagery or coarse language, rather than issues of racist language. And it’s unlikely that a single person would have the locus standito even apply for a reclassification. It may fall within the jurisdiction of the HREOC depending on whether it was played in public or not. Even then it would probably be considered exempt on free speech grounds as an “artistic work.” Unsolicited, potentially illegal, content transmitted via mobile wireless devices, in particular 3G phones, provide another example of content that falls between the media regulation cracks. It illustrates a potential content policy “turf grab” too. Image-enabled mobile phones create a variety of novel issues for content producers, network operators, regulators, parents and viewers. There is no one government media authority or agency with a remit to deal with this issue. Although it has elements relating to the regulatory activities of the ACA, the ABA, the OFLC, the TIO, and TISSC, the combination of illegal or potentially prohibited content and its carriage over wireless networks positions it outside their current frameworks. The ACA may argue it should have responsibility for this kind of content since: it now enforces the recently enacted Commonwealth anti-Spam laws; has registered an industry code of practice for unsolicited content delivered over wireless networks; is seeking to include ‘adult’ content within premium rate service numbers, and, has been actively involved in consumer education for mobile telephony. It has also worked with TISSC and the ABA in relation to telephone sex information services over voice networks. On the other hand, the ABA would probably argue that it has the relevant expertise for regulating wirelessly transmitted image-content, arising from its experience of Internet and free and subscription TV industries, under co-regulatory codes of practice. The OFLC can also stake its claim for policy and compliance expertise, since the recently implemented Guidelines for Classification of Film and Computer Games were specifically developed to address issues of industry convergence. These Guidelines now underpin the regulation of content across the film, TV, video, subscription TV, computer games and Internet sectors. Reshaping Institutions Debates around the “merged regulator” concept have occurred on and off for at least a decade, with vested interests in agencies and the executive jockeying to stake claims over new turf. On several occasions the debate has been given renewed impetus in the context of ruling conservative parties’ mooted changes to the ownership and control regime. It’s tended to highlight demarcations of remit, informed as they are by historical and legal developments, and the gradual accretion of regulatory cultures. Now the key pressure points for regulatory change include the mere existence of already converged single regulatory structures in those countries with whom we tend to triangulate our policy comparisons—the US, the UK and Canada—increasingly in a context of debates concerning international trade agreements; and, overlaying this, new media formats and devices are complicating existing institutional arrangements and legal frameworks. The Department of Communications, Information Technology & the Arts’s (DCITA) review brief was initially framed as “options for reform in spectrum management,” but was then widened to include “new institutional arrangements” for a converged regulator, to deal with visual content in the latest generation of mobile telephony, and other image-enabled wireless devices (DCITA). No other regulatory agencies appear, at this point, to be actively on the Government’s radar screen (although they previously have been). Were the review to look more inclusively, the ACCC, the OFLC and the specialist telecommunications bodies, the TIO and the TISSC may also be drawn in. Current regulatory arrangements see the ACA delegate responsibility for broadcasting services bands of the radio frequency spectrum to the ABA. In fact, spectrum management is the turf least contested by the regulatory players themselves, although the “convergent regulator” issue provokes considerable angst among powerful incumbent media players. The consensus that exists at a regulatory level can be linked to the scientific convention that holds the radio frequency spectrum is a continuum of electromagnetic bands. In this view, it becomes artificial to sever broadcasting, as “broadcasting services bands” from the other remaining highly diverse communications uses, as occurred from 1992 when the Broadcasting Services Act was introduced. The prospect of new forms of spectrum charging is highly alarming for commercial broadcasters. In a joint submission to the DCITA review, the peak TV and radio industry lobby groups have indicated they will fight tooth and nail to resist new regulatory arrangements that would see a move away from the existing licence fee arrangements. These are paid as a sliding scale percentage of gross earnings that, it has been argued by Julian Thomas and Marion McCutcheon, “do not reflect the amount of spectrum used by a broadcaster, do not reflect the opportunity cost of using the spectrum, and do not provide an incentive for broadcasters to pursue more efficient ways of delivering their services” (6). An economic rationalist logic underpins pressure to modify the spectrum management (and charging) regime, and undoubtedly contributes to the commercial broadcasting industry’s general paranoia about reform. Total revenues collected by the ABA and the ACA between 1997 and 2002 were, respectively, $1423 million and $3644.7 million. Of these sums, using auction mechanisms, the ABA collected $391 million, while the ACA collected some $3 billion. The sale of spectrum that will be returned to the Commonwealth by television broadcasters when analog spectrum is eventually switched off, around the end of the decade, is a salivating prospect for Treasury officials. The large sums that have been successfully raised by the ACA boosts their position in planning discussions for the convergent media regulatory agency. The way in which media outlets and regulators respond to publics is an enduring question for a democratic polity, irrespective of how the product itself has been mediated and accessed. Media regulation and civic responsibility, including frameworks for negotiating consumer and citizen rights, are fundamental democratic rights (Keane; Tambini). The ABA’s Commercial Radio Inquiry (‘cash for comment’) has also reminded us that regulatory frameworks are important at the level of corporate conduct, as well as how they negotiate relations with specific media audiences (Johnson; Turner; Gordon-Smith). Building publicly meaningful regulatory frameworks will be demanding: relationships with audiences are often complex as people are constructed as both consumers and citizens, through marketised media regulation, institutions and more recently, through hybridising program formats (Murdock and Golding; Lumby and Probyn). In TV, we’ve seen the growth of infotainment formats blending entertainment and informational aspects of media consumption. At a deeper level, changes in the regulatory landscape are symptomatic of broader tectonic shifts in the discourses of governance in advanced information economies from the late 1980s onwards, where deregulatory agendas created an increasing reliance on free market, business-oriented solutions to regulation. “Co-regulation” and “self-regulation’ became the preferred mechanisms to more direct state control. Yet, curiously contradicting these market transformations, we continue to witness recurring instances of direct intervention on the basis of censorship rationales (Dwyer and Stockbridge). That digital media content is “converging” between different technologies and modes of delivery is the norm in “new media” regulatory rhetoric. Others critique “visions of techno-glory,” arguing instead for a view that sees fundamental continuities in media technologies (Winston). But the socio-cultural impacts of new media developments surround us: the introduction of multichannel digital and interactive TV (in free-to-air and subscription variants); broadband access in the office and home; wirelessly delivered content and mobility, and, as Jock Given notes, around the corner, there’s the possibility of “an Amazon.Com of movies-on-demand, with the local video and DVD store replaced by online access to a distant server” (90). Taking a longer view of media history, these changes can be seen to be embedded in the global (and local) “innovation frontier” of converging digital media content industries and its transforming modes of delivery and access technologies (QUT/CIRAC/Cutler & Co). The activities of regulatory agencies will continue to be a source of policy rivalry and turf contestation until such time as a convergent regulator is established to the satisfaction of key players. However, there are risks that the benefits of institutional reshaping will not be readily available for either audiences or industry. In the past, the idea that media power and responsibility ought to coexist has been recognised in both the regulation of the media by the state, and the field of communications media analysis (Curran and Seaton; Couldry). But for now, as media industries transform, whatever the eventual institutional configuration, the evolution of media power in neo-liberal market mediascapes will challenge the ongoing capacity for interventions by national governments and their agencies. Works Cited Australian Broadcasting Authority. Commercial Radio Inquiry: Final Report of the Australian Broadcasting Authority. Sydney: ABA, 2000. Australian Communications Information Forum. Industry Code: Short Message Service (SMS) Issues. Dec. 2002. 8 Mar. 2004 <http://www.acif.org.au/__data/page/3235/C580_Dec_2002_ACA.pdf >. Commercial Television Australia. Draft Commercial Television Industry Code of Practice. Aug. 2003. 8 Mar. 2004 <http://www.ctva.com.au/control.cfm?page=codereview&pageID=171&menucat=1.2.110.171&Level=3>. Couldry, Nick. The Place of Media Power: Pilgrims and Witnesses of the Media Age. London: Routledge, 2000. Curran, James, and Jean Seaton. Power without Responsibility: The Press, Broadcasting and New Media in Britain. 6th ed. London: Routledge, 2003. Dept. of Communication, Information Technology and the Arts. Options for Structural Reform in Spectrum Management. Canberra: DCITA, Aug. 2002. ---. Proposal for New Institutional Arrangements for the ACA and the ABA. Aug. 2003. 8 Mar. 2004 <http://www.dcita.gov.au/Article/0,,0_1-2_1-4_116552,00.php>. Dept. of Foreign Affairs and Trade. Australia-United States Free Trade Agreement. Feb. 2004. 8 Mar. 2004 <http://www.dfat.gov.au/trade/negotiations/us_fta/outcomes/11_audio_visual.php>. Dwyer, Tim. Submission to Commercial Television Australia’s Review of the Commercial Television Industry’s Code of Practice. Sept. 2003. Dwyer, Tim, and Sally Stockbridge. “Putting Violence to Work in New Media Policies: Trends in Australian Internet, Computer Game and Video Regulation.” New Media and Society 1.2 (1999): 227-49. Given, Jock. America’s Pie: Trade and Culture After 9/11. Sydney: U of NSW P, 2003. Gordon-Smith, Michael. “Media Ethics After Cash-for-Comment.” The Media and Communications in Australia. Ed. Stuart Cunningham and Graeme Turner. Sydney: Allen and Unwin, 2002. Johnson, Rob. Cash-for-Comment: The Seduction of Journo Culture. Sydney: Pluto, 2000. Keane, John. The Media and Democracy. Cambridge: Polity, 1991. Lumby, Cathy, and Elspeth Probyn, eds. Remote Control: New Media, New Ethics. Melbourne: Cambridge UP, 2003. Murdock, Graham, and Peter Golding. “Information Poverty and Political Inequality: Citizenship in the Age of Privatized Communications.” Journal of Communication 39.3 (1991): 180-95. QUT, CIRAC, and Cutler & Co. Research and Innovation Systems in the Production of Digital Content and Applications: Report for the National Office for the Information Economy. Canberra: Commonwealth of Australia, Sept. 2003. Tambini, Damian. Universal Access: A Realistic View. IPPR/Citizens Online Research Publication 1. London: IPPR, 2000. Thomas, Julian and Marion McCutcheon. “Is Broadcasting Special? Charging for Spectrum.” Conference paper. ABA conference, Canberra. May 2003. Turner, Graeme. “Talkback, Advertising and Journalism: A cautionary tale of self-regulated radio”. International Journal of Cultural Studies 3.2 (2000): 247-255. ---. “Reshaping Australian Institutions: Popular Culture, the Market and the Public Sphere.” Culture in Australia: Policies, Publics and Programs. Ed. Tony Bennett and David Carter. Melbourne: Cambridge UP, 2001. Winston, Brian. Media, Technology and Society: A History from the Telegraph to the Internet. London: Routledge, 1998. Web Links http://www.aba.gov.au http://www.aca.gov.au http://www.accc.gov.au http://www.acif.org.au http://www.adma.com.au http://www.ctva.com.au http://www.crtc.gc.ca http://www.dcita.com.au http://www.dfat.gov.au http://www.fcc.gov http://www.ippr.org.uk http://www.ofcom.org.uk http://www.oflc.gov.au Links http://www.commercialalert.org/ Citation reference for this article MLA Style Dwyer, Tim. "Transformations" M/C: A Journal of Media and Culture <http://www.media-culture.org.au/0403/06-transformations.php>. APA Style Dwyer, T. (2004, Mar17). Transformations. M/C: A Journal of Media and Culture, 7, <http://www.media-culture.org.au/0403/06-transformations.php>

IntroductionCroquembouche, blast chillers, and plating up—these terms have become normal to ordinary Australians despite Adriano Zumbo’s croquembouche recipe taking more than two hours to complete and blast chillers costing thousands of dollars. Network Ten’s reality talent quest MasterChef Australia (MCA) has brought fine dining and “foodie” culture to a mass audience who have responded enthusiastically. Vicariously “tasting” this once niche lifestyle is empowering viewers to integrate aspects of “foodie” culture into their everyday lives. It helps them become “everyday foodies.” “Everyday foodies” are individuals who embrace and incorporate an appreciation of gourmet food culture into their existing lifestyles, but feel limited by time, money, health, or confidence. So while a croquembouche and blast chiller may be beyond a MCA viewer’s reach, these aspects of “foodie” culture can still be enjoyed via the program. The rise of the “everyday foodie” challenges criticisms of vicarious consumption and negative discourses about reality and lifestyle television. Examining the very different and specific ways in which three MCA-viewing households vicariously experience gourmet food in their adoption of the “everyday foodie” lifestyle will demonstrate the positive value of vicarious consumption through reality and lifestyle programming. A brief background on the MCA phenomenon will be provided before a review of existing literature regarding vicarious consumption and tensions in the reality and lifestyle television field. Three case studies of MCA-viewing households who use vicarious consumption to satisfy “foodie” cravings and broaden their cultural tastes will be presented. Adapted from the United Kingdom’s MasterChef, which has aired since 1990, MCA has proven to be a catalyst for the “cheffing up” of the nation’s food culture. Twenty-odd amateur cooks compete in a series of challenges, guided, and critiqued by judges George Calombaris, Gary Mehigan, and Matt Preston. Contestants are eliminated as they move through a series of challenges, until one cook remains and is crowned the Master Chef of that series. Network Ten’s launch of MCA in 2009 capitalised on the popularity of reality talent quests that grew throughout the 2000s with programs such as Popstars (2000–2002), Australian Idol (2003–2009), X Factor (2005, 2010–) and Australia’s Got Talent (2007–). MCA also captures Australian viewers’ penchant for lifestyle shows including Better Homes and Gardens (1995–), Burke’s Backyard (1987-2004), The Living Room (2012–) and The Block (2003–2004, 2010–). The popularity of these shows, however, does not match the heights of MCA, which has transformed the normal cooking show audience of 200,000 into millions (Greenwood). MCA’s 2010 finale is Australia’s highest rating non-sporting program since OzTAM ratings were introduced in 2001 (Vickery). Anticipating this episode’s popularity, the 2010 Federal Election debate was moved to 6.30pm from its traditional Sunday 7.30pm timeslot (Coorey; Malkin). As well as attracting extensive press coverage and attention in opinion pieces and blogs, the level of academic attention MCA has already received underscores the show’s significance. So far, Lewis (Labours) and Seale have critiqued the involvement of ordinary people as contestants on the show while Phillipov (Communicating, Mastering) explores tensions within the show from a public health angle. While de Solier (TV Dinners, Making the Self, Foodie Makeovers) and Rousseau’s research does not focus on MCA itself, their investigation of Australian foodies and the impact of food media respectively provide relevant discussion about audience relationships with food media and food culture. This article focuses on how audiences use MCA and related programs. Vicarious consumption is presented as a negative practice where the leisure class benefit from another’s productivity (Veblen). Belk presents the simple example that “if our friend lives in an extravagant house or drives an extravagant car, we feel just a bit more extravagant ourselves” (157). Therefore, consuming through another is viewed as a passive activity. In the context of vicariously consuming through MCA, it could be argued that audiences are gaining satisfaction from watching others develop culinary skills and produce gourmet meals. What this article will reveal is that while MCA viewers do gain this satisfaction, they use it in a productive way to discipline their own eating and spending habits, and to allow them to engage with “foodie” culture when it may not otherwise be possible. Rather than embrace the opportunity to understand a new culture or lifestyle, critics of reality and lifestyle television dismiss the empowering qualities of these programs for two reasons. The practice of “advertainment” (Deery 1)—fusing selling and entertainment—puts pressure on, or excludes, the aspirational classes who want, but lack the resources to adopt, the depicted lifestyle (Ouellette and Hay). Furthermore, such programs are criticised for forcing bourgeois consumption habits on its viewers (Lewis, Smart Living) Both arguments have been directed at British celebrity chef Jamie Oliver. Oliver’s latest cookbook Save with Jamie has been criticised as it promotes austerity cooking, but costs £26 (approx. 48AUD) and encourages readers to purchase staple ingredients and equipment that total more than £500 (approx. 919AUD) (Ellis-Petersen). Ellis-Petersen adds that the £500 cost uses the cheapest available options, not Oliver’s line of Tefal cooking equipment, “which come at a hefty premium” (7). In 2005, Oliver’s television series Jamie’s School Dinners, which follows his campaign for policy reform in the provision of food to students was met with resistance. 2008 reports claim students preferred to leave school to buy junk food rather than eat healthier fare at school (Rousseau). Parents supported this, providing money to their children rather than packing healthy lunches that would pass school inspections (Rousseau). Like the framing of vicarious consumption, these criticisms dismiss the potential benefits of engaging with different lifestyles and cultures. These arguments do not recognise audiences as active media consumers who use programs like MCA to enhance their lifestyles through the acquisition of cultural capital. Ouellette and Hay highlight that audiences take advantage of a multitude of viewing strategies. One such strategy is playing the role of “vicarious expert” (Ouellette and Hay 117) who judges participants and has their consumption practices reinforced through the show. While audiences are invited to learn, they can do this from a distance and are not obliged to feel as though they must be educated (Ouellette and Hay). Viewers are simply able to enjoy the fantasy and spectacle of food shows as escapes from everyday routines (Lewis, Smart Living). In cases like Emeril Live where the host and chef, Emeril Lagasse “favors [sic] showmanship over instruction” (Adema 115–116) the vicarious consumption of viewing a cooking show is more satisfying than cooking and eating. Another reason vicarious consumption provides pleasure for audiences is because “culinary television aestheticises food,” transforming it “into a delectable image, a form of ‘gastro-porn’ […] designed to be consumed with the eyes” (de Solier, TV Dinners 467). Audiences take advantage of these viewing strategies, using a balance of actual and vicarious consumption in order to integrate gourmet food culture into their pre-existing lifestyle, budget, and cooking ability. The following case studies emerged from research conducted to understand MCA’s impact on households. After shopping with, and interviewing, seven households, the integration of vicarious and actual food consumption habits was evident across three households. Enjoying food images onscreen or in cookbooks is a suitable substitute when actual consumption is unhealthy, too expensive, time consuming, or daunting. It is this balance between adopting consumption habits of a conventional “foodie” and using vicarious consumption in contexts where the viewer sees actual consumption as unreasonable or uncomfortable that makes the “everyday foodie.” Melanie—Health Melanie is 38 years old and works in the childcare industry. She enjoys the “gastro-porn” of MCA and other food media. Interestingly she says food media actually helps her resist eating sumptuous and rich foods: Yeah, like my house is just overrun by cookbooks, cooking magazines. I have Foxtel primarily for the Food Network […] But I know if I cooked it or baked it, I would eat it and I’ve worked too hard to get where I am physically to do that. So I just, I read about it and I watch it, I just don’t do it. This behaviour supports Boulos et al.’s finding that while the Food Network promotes irresponsible consumption habits, these programs are considered a “window into a wider social and cultural world” rather than food preparation guides (150). Using vicarious consumption in this way means Melanie feels she does not “cook as much as what a true foodie would cook,” but she will “have low fat and healthy [options] whenever I can so I can go out and try all the fancy stuff cooked by fancy people.” MCA and food media for Melanie serves a double purpose in that she uses it to restrict, but also aid in her consumption of gourmet food. In choosing a chef or restaurant for the occasions where Melanie wants to enjoy a “fancy” dining experience, she claims food media serves as an educational resource to influence her consumption of gourmet food: I looked up when I was in Sydney where Adriano Zumbo’s shop was to go and try macarons there […] It [MCA] makes me aware of chefs that I may not have been aware of and I may go and … seek that [their restaurants/establishments] out […] Would Adriano Zumbo be as big as he is without MasterChef? No. And I’m a sucker, I want to go and try, I want to know what everyone’s talking about. Melanie’s attitudes and behaviour with regards to food media and consumption illustrates audiences’ selective nature. MCA and other food media influence her to consume, but also control, her consumption. Curtis and Samantha—Broadening Horizons Time and money is a key concern for many “everyday foodies” including Curtis’ family. Along with his wife Samantha they are raising a one-year-old daughter, Amelia. Curtis expressed a fondness for food that he ate while on holiday in the United States: I guess in the last few weeks I’ve been craving the food that we had when we were in America, in particular stuff like pulled pork, ribs, stuff like that. So I’ve replicated or made our own because you can’t get it anywhere around Brisbane like from a restaurant. When talking about cooking shows more generally, Curtis speaks primarily about cooking shows he watches on Foxtel that have a food tourism angle. Curtis mentions programs including Cheese Slices, The Layover and Man v. Food. The latter of these shows follows Adam Richman around the United States attempting to conquer eating challenges set at famous local establishments. Curtis describes his reaction to the program: I say woah that looks good and then I just want to go back to America. But instead of paying thousands of dollars to go, it’s cheaper to look up a recipe and give it a go at home. Cookbooks and food television provide their viewers not only with a window through which they can escape their everyday routines but, as Curtis points out, inspiration or education to cook new dishes themselves. For money conscious “everyday foodies”, the cooking demonstration or mere introduction of a dish broadens viewers’ culinary knowledge. Curtis highlights the importance of this: Otherwise [without food media] you’d be stuck cooking the same things your mum and dad taught you, or your home economics teacher taught you in high school. You’d just be doing the same thing every day. Unless you went out to a restaurant and fell in love with something, but because you don’t go out to restaurants every day, you wouldn’t have that experience every day […] TV gives you the ability—we could flick over to the food channel right now and watch something completely amazing that we’ve never done before. His wife Samantha does not consider herself an adventurous eater. While she is interested in food, her passion lies in cakes and desserts and she jokes that ordering Nando’s with the medium basting is adventurous for her. Vicarious consumption through food media allows Samantha to experience a wider range of cuisines without consuming these foods herself: I would watch a lot more variety than I would actually try. There’s a lot of things that I would happily watch, but if it was put in front of me I probably wouldn’t eat it. Like with MasterChef, I’m quite interested in cooking and stuff, but the range of things [ingredients and cuisines] […] I wouldn’t go there. Rose and Andrew—Set in Their Ways Rose and her husband Andrew are a “basically retired” couple and the parents of Samantha. While they both enjoy MCA and feel it has given them a new insight on food, they find it easier to have a mediated engagement with gourmet food in some instances. Andrew believes MCA is: Taking food out of this sort of very conservative, meat, and three vegetables thing into […] something that is more exotic, for the want of a better word. And I guess that’s where we’ve—we follow it, I follow it. And saying, ‘Oh, geez it’d be nice to do that or to be able to do that,’ and enjoy a bit of creativity in that, but I think it’s just we’re probably pretty set in our ways probably and it’s a bit hard to put that into action sometimes. Andrew goes on to suggest that a generational gap makes their daughters, Samantha and Elle more likely to cook MCA-inspired meals than they are: See Samantha and Elle probably cook with that sort of thing [herbs] more and I always enjoy when they do it, but we probably don’t […] We don’t think about it when we go shopping. We probably shop and buy the basic things and don’t think about the nicer things. Andrew describes himself as “an extremely lazy reader” who finds following a recipe “boring.” Andrew says if he were tempted to cook an MCA-inspired dish, it is unlikely that the required ingredients would be on-hand and that he would not shop for one meal. Rose says she does buy the herbs, or “nicer things” as Andrew refers to them, but is hesitant to use them. She says the primary barrier is lacking confidence in her cooking ability, but also that she finds cooking tiring and is not used to cooking with the gas stove in her new home: Rose: I also think that I probably leave my run late and by night time I’m really tired and my feet are hurting and I tend to think ‘Oh I’ll just get something ready’ […] I know that probably sounds like a lame excuse, but yeah, it’s probably more the confidence thing I think. I often even buy the things [ingredients] to do it and then don’t make it. I’m not confident with my stovetop either. Researcher: Oh why—can you please explain more about that?Rose: Well it’s a gas stovetop and I used to have the electric. I felt like I could main—I could control the setting—the heat—better on it. Rose, in particular, does not let her lack of confidence and time stop her from engaging with gourmet food. Cookbooks and cooking shows like MCA are a valuable channel for her to appreciate “foodie” culture. Rose talks about her interest in MCA: Rose: I’m not a keen cook, but I do enjoy buying recipe books and looking at lovely food and watching—and I enjoyed watching how they did these beautiful dishes. As for the desserts, yes they probably were very fancy, but it was sort of nice to think if you had a really special occasion, you know […] and I would actually get on the computer afterwards and look for some of the recipes. I did subscribe to their magazine […] because I’m a bit of a magazine junkie.Researcher: What do you get out of the recipe books and magazines if you say you’re not a keen cook?Rose: I’d just dream about cooking them probably. That sounds terrible, doesn’t it? But, and also probably inspire my daughters […] I like to show them “oh, look at this and this” or, you know, and probably quite often they will try it or—and one day I think I will try it, but whether I ever do or not, I don’t know. Rose’s response also treats the generation gap as a perceived barrier to actual consumption. But while the couple feel unable to use the knowledge they have gained through MCA in their kitchen, they credit the show with broadening the range of cuisines they would eat when dining out: Andrew: You know, even when we’ve been to—I like Asian food in Australia, you know, Chinese, Thai, any of those sorts of foods.Rose: Indian. Andrew: Indian, yeah I like that in Australia.Rose: Which we have probably tried more of since the likes of MasterChef.Andrew: Yeah.Rose: You know, you—and even sushi, like you would never have ever […]Andrew: Gone to sushi previously. And I won’t eat sashimi, but the sushi bar is all right. Um […] but [I] did not enjoy Chinese food in places like Hong Kong or Singapore. As the couple does not seek educational information from the show in terms of cooking demonstration, they appear more invested in the progress of the contestants of the show and how they respond to challenges set by the judges. The involvement of amateur cooks makes the show relatable as they identify with contestants who they see as potential extensions of themselves. Rose identifies with season one winner, Julie Goodwin who entered the program as a 38-year-old mother of three and owner of an IT consulting business: Rose: Well Julie of course is a—I don’t like to use the word square, but she’s sort of like a bit of an old fashioned lady, but you know, more like basic grandma cooking. But […]Andrew: She did it well though.Rose: Yes, yeah. Andrew: And she, she probably—she progressed dramatically, you know, from the comments from when she first started […] to winning. In how she presented, how she did things. She must have learnt a lot in the process is the way I would look at it anyway. Rose: And I’ve seen her sort of on things since then and she is very good at like […] talking about and telling you what she’s doing and—for basic sort of cook—you know what I mean, not basic, but […] for a basic person like me. Although Rose and Andrew feel that their life stage prevents has them from changing long established consumption habits in relation to food, their choices while dining out coupled with a keen interest in food and food media still exemplifies the “everyday foodie” lifestyle. Programs like MCA, especially with its focus on the development of amateur cooks, have allowed Rose and Andrew to experience gourmet food more than they would have otherwise. Conclusion Each viewer is empowered to live their version of the “everyday foodie” lifestyle through adopting a balance of actual and vicarious consumption practices. Vicariously tasting “foodie” culture has broadened these viewers’ culinary knowledge and to some extent has broadened their actual tastes. This is evident in Melanie’s visit to Adriano Zumbo’s patisserie, and Rose and Andrew’s sampling of various Asian cuisines while dining out, for example. It also provides pleasure in lieu of actual consumption in instances like Melanie using food images as a disciplinary mechanism or Curtis watching Man v. Food instead of travelling overseas. The attitudes and behaviours of these MCA viewers illustrate that vicarious consumption through food media is a productive and empowering practice that aids audiences to adopt an “everyday foodie” lifestyle. References Adema, Pauline. “Vicarious Consumption: Food, Television and the Ambiguity of Modernity.” Journal of American and Comparative Cultures 23.3 (2000): 113–23. Belk, Russell. “Possessions and the Extended Self.” Journal of Consumer Research 15.2 (1988): 139–68. Boulous, Rebecca, Emily Kuross Vikre, Sophie Oppenheimer, Hannah Chang, and Robin B. Kanarek. “ObesiTV: How Television is influencing the Obesity Epidemic.” Physiology & Behavior 107.1 (2012): 146–53. Coorey, Phillip. “Chefs Win in Ratings Boilover.” Sydney Morning Herald 20 Jul. 2010: n. pag. Deery, June. “Reality TV as Advertainment.” Popular Communication: The International Journal of Media and Culture 2.1 (2005): 1–20. Ellis-Petersen, Hannah. “Jamie’s Idea of Cooking on a Budget—First Buy £500 of Kitchen Utensils and ‘Basics’ (And Yes Most Of Them DO Come From His Own Range).” Mail Online 31 Aug. 2013: n. pag. Greenwood, Helen. “From TV to Table.” Sydney Morning Herald 3 Jul. 2010: n. pag. Lewis, Tania. Smart Living: Lifestyle Media and Popular Expertise. New York: Peter Lang, 2008. -----. “You’ve Put Yourselves on a Plate: The Labours of Selfhood on MasterChef Australia.” Reality Television and Class. Eds. Helen Wood, and Beverly Skeggs. Basingstoke: Palgrave Macmillan, 2011. 104–6. Malkin, Bonnie. “Australian Election Debate Makes Way for MasterChef Final.” The Telegraph 20 Jul. 2010: n. pag. Ouellette, Laurie, and James Hay. Better Living through Reality TV. Malden: Blackwell, 2008. Phillipov, Michelle. “Communicating Health Risks via the Media: What can we learn from MasterChef Australia?” The Australasian Medical Journal 5.11 (2012): 593–7. -----. “Mastering Obesity: MasterChef Australia and the Resistance to Public Health Nutrition.” Media, Culture & Society 35.4 (2013): 506–15. Rousseau, Signe. Food Media: Celebrity Chefs and the Politics of Everyday Interference. London: Berg, 2012. Seale, Kirsten. “MasterChef’s Amateur Makeovers.” Media International Australia 143 (2012): 28–35. de Solier, Isabelle. “Foodie Makeovers: Public Service Television and Lifestyle Guidance.” Exposing Lifestyle Television: The Big Reveal. Ed. Gareth Palmer. Aldershot: Ashgate, 2008. 65–81. -----. “Making the Self in a Material World: Food and Moralities of Consumption.” Cultural Studies Review 19.1 (2013): 9–27. -----. “TV Dinners: Culinary Television, Education and Distinction.” Continuum: Journal of Media and Cultural Studies 19.4 (2005): 465–81. Vickery, Colin. “Adam Liaw Wins MasterChef as Ratings Soar for Channel 10.” Herald Sun 25 Jul. 2010: n. pag. Veblen, Thorstein. The Theory of the Leisure Class. Oxford: Oxford UP, 2007.

The habitual passenger cannot grasp the folly of traffic based overwhelmingly on transport. His inherited perceptions of space and time and of personal pace have been industrially deformed. He has lost the power to conceive of himself outside the passenger role (Illich 25).The most basic definition of Stillness refers to a state of being in the absence of both motion and disturbance. Some might say it is anti-American. Stillness denies the democratic freedom of mobility in a social system where, as Ivan Illich writes in Energy and Equity, people “believe that political power grows out of the capacity of a transportation system, and in its absence is the result of access to the television screen” (26). In America, it isn’t too far of a stretch to say that most are quite used to being interpolated as some sort of subject of the screen, be it the windshield or the flat screen. Whether in transport or tele-vision, life is full of traffic and flickering images. In the best of times there is a choice between being citizen-audience member or citizen-passenger. A full day might include both.But during the summer of 2008 things seemed to change. The citizen-passenger was left beached, not in some sandy paradise but in their backyard. In this state of SIMBY (stuck in my backyard), the citizen-passenger experienced the energy crisis first hand. Middle class suburbanites were forced to come to terms with a new disturbance due to rising fuel prices: unattainable motion. Domestic travel had been exchanged for domestication. The citizen-passenger was rendered what Paul Virilio might call, “a voyager without a voyage, this passenger without a passage, the ultimate stranger, and renegade to himself” (Crepuscular 131). The threat to capitalism posed by this unattainable motion was quickly thwarted by America’s 'big box' stores, hotel chains, and news networks. What might have become a culturally transformative politics of attainable stillness was hijacked instead by The Great American Staycation. The Staycation is a neologism that refers to the activity of making a vacation out of staying at home. But the Staycation is more than a passing phrase; it is a complex cultural phenomenon that targeted middle class homes during the summer of 2008. A major constraint to a happy Staycation was the uncomfortable fact that the middle class home was not really a desirable destination as it stood. The family home would have to undergo a series of changes, one being the initiation of a set of time management strategies; and the second, the adoption of new objects for consumption. Good Morning America first featured the Staycation as a helpful parenting strategy for what was expected to be a long and arduous summer. GMA defined the parameters of the Staycation with four golden rules in May of 2008:Schedule start and end dates. Otherwise, it runs the risk of feeling just like another string of nights in front of the tube. Take Staycation photos or videos, just as you would if you went away from home on your vacation. Declare a 'choratorium.' That means no chores! Don't make the bed, vacuum, clean out the closets, pull weeds, or nothing, Pack that time with activities. (Leamy)Not only did GMA continue with the theme throughout the summer but the other networks also weighed in. Expert knowledge was doled out and therapeutic interventions were made to make people feel better about staying at home. Online travel companies such as expedia.com and tripadvisor.com, estimated that 60% of regular vacation takers would be staying home. With the rise and fall of gas prices, came the rise of fall of the Staycation.The emergence of the Staycation occurred precisely at a time when American citizens were confronted with the reality that their mobility and localities, including their relationship to domestic space, were structurally bound to larger geopolitical forces. The Staycation was an invention deployed by various interlocutors most threatened by the political possibilities inherent in stillness. The family home was catapulted into the circuits of production, consumption, and exchange. Big TV and Big Box stores furthered individual’s unease towards having to stay at home by discursively constructing the gas prices as an impediment to a happy domestic life and an affront to the American born right to be mobile. What was reinforced was that Americans ideally should be moving, but could not. Yet, at the same time it was rather un-American not to travel. The Staycation was couched in a powerful rhetoric of one’s moral duty to the nation while playing off of middle class anxieties and senses of privilege regarding the right to be mobile and the freedom to consume. The Staycation satiates all of these tensions by insisting that the home can become a somewhere else. Between spring and autumn of 2008, lifestyle experts, representatives from major retailers, and avid Staycationers filled morning slots on ABC, NBC, FOX, CBS, and CNN with Staycation tips. CNN highlighted the Staycation as a “1st Issue” in their Weekend Report on 12 June 2008 (Alban). This lead story centred on a father in South Windsor, Connecticut “who took the money he would normally spend on vacations and created a permanent Staycation residence.” The palatial home was fitted with a basketball court, swimming pool, hot tub, gardening area, and volleyball court. In the same week (and for those without several acres) CBS’s Early Show featured the editor of behindthebuy.com, a company that specialises in informing the “time starved consumer” about new commodities. The lifestyle consultant previewed the newest and most necessary items “so you could get away without leaving home.” Key essentials included a “family-sized” tent replete with an air conditioning unit, a projector TV screen amenable to the outdoors, a high-end snow-cone maker, a small beer keg, a mini-golf kit, and a fast-setting swimming pool that attaches to any garden hose. The segment also extolled the virtues of the Staycation even when gas prices might not be so high, “you have this stuff forever, if you go on vacation all you have are the pictures.” Here, the value of the consumer products outweighs the value of erstwhile experiences that would have to be left to mere recollection.Throughout the summer ABC News’ homepage included links to specific products and profiled hotels, such as Hiltons and Holiday Inns, where families could at least get a few miles away from home (Leamy). USA Today, in an article about retailers and the Staycation, reported that Wal-Mart would be “rolling back prices on everything from mosquito repellent to portable DVD players to baked beans and barbecue sauce”. Target and Kohl’s were celebrated for offering discounts on patio furniture, grills, scented candles, air fresheners and other products to make middle class homes ‘staycationable’. A Lexis Nexis count revealed over 200 news stories in various North American sources, including the New York Times, Financial Times, Investors Guide, the Christian Science Monitor, and various local Consumer Credit Counselling Guides. Staying home was not necessarily an inexpensive option. USA Today reported brand new grills, grilling meats, patio furniture and other accoutrements were still going to cost six percent more than the previous year (24 May 2008). While it was suggested that the Staycation was a cost-saving option, it is clear Staycations were for the well-enough off and would likely cost more or as much as an actual vacation. To put this in context with US vacation policies and practices, a recent report by the Center for Economic and Policy Research called No-Vacation Nation found that the US is the only advanced economy in the world that does not guarantee its workers paid vacation (Ray and Schmidt 3). Subsequently, without government standards 25% of Americans have neither paid vacation nor paid holidays. The Staycation was not for the working poor who were having difficulty even getting to work in the first place, nor were they for the unemployed, recently job-less, or the foreclosed. No, the Staycationers were middle class suburbanites who had backyards and enough acreage for swimming pools and tents. These were people who were going to be ‘stuck’ at home for the first time and a new grill could make that palatable. The Staycation would be exciting enough to include in their vacation history repertoire.All of the families profiled on the major networks were white Americans and in most cases nuclear families. For them, unattainable motion is an affront to the privilege of their white middle class mobility which is usually easy and unencumbered, in comparison to raced mobilities. Doreen Massey’s theory of “power geometry” which argues that different people have differential and inequitable relationships to mobility is relevant here. The lack of racial representation in Staycation stories reinforces the reality that has already been well documented in the works of bell hooks in Black Looks: Race and Representation, Lynn Spigel in Welcome to the Dreamhouse: Popular Media and Postwar Suburbs, and Jeremy Packer in Mobility without Mayhem: Safety, Cars and Citizenship. All of these critical works suggest that taking easily to the great open road is not the experience of all Americans. Freedom of mobility is in fact a great American fiction.The proprietors for the Great American Staycation were finding all sorts of dark corners in the American psyche to extol the virtues of staying at home. The Staycation capitalised on latent xenophobic tendencies of the insular family. Encountering cultural difference along the way could become taxing and an impediment to the fully deserved relaxation that is the stuff of dream vacations. CNN.com ran an article soon after their Weekend Report mentioned above quoting a life coach who argued Staycations were more fitting for many Americans because the “strangeness of different cultures or languages, figuring out foreign currencies or worrying about lost luggage can take a toll” (12 June 2008). The Staycation sustains a culture of insularity, consumption, distraction, and fear, but in doing so serves the national economic interests quite well. Stay at home, shop, grill, watch TV and movies, these were the economic directives programmed by mass media and retail giants. As such it was a cultural phenomenon commensurable to the mundane everyday life of the suburbs.The popular version of the Staycation is a highly managed and purified event that reflects the resort style/compound tourism of ‘Club Meds’ and cruise ships. The Staycation as a new form of domestication bears a significant resemblance to the contemporary spatial formations that Marc Augé refers to as non-places – contemporary forms of homogeneous architecture that are scattered across disparate locales. The nuclear family home becomes another point of transfer in the global circulation of capital, information, and goods. The chain hotels and big box stores that are invested in the Staycation are touted as part of the local economy but instead devalue the local by making it harder for independent restaurants, grocers, farmers’ markets and bed and breakfasts to thrive. In this regard the Staycation excludes the local economy and the community. It includes backyards not balconies, hot-dogs not ‘other’ types of food, and Wal-Mart rather than then a local café or deli. Playing on the American democratic ideals of freedom of mobility and activating one’s identity as a consumer left little room to re-think how life in constant motion (moving capital, moving people, moving information, and moving goods) was partially responsible for the energy crisis in the first place. Instead, staying at home became a way for the American citizen to support the floundering economy while waiting for gas prices to go back down. And, one wouldn’t have to look that much further to see that the Staycation slips discursively into a renewed mission for a just cause – the environment. For example, ABC launched at the end of the summer a ruse of a national holiday, “National Stay at Home Week” with the tag line: “With gas prices so high, the economy taking a nosedive and global warming, it's just better to stay in and enjoy great ABC TV.” It comes as no shock that none of the major networks covered this as an environmental issue or an important moment for transformation. In fact, the air conditioning units in backyard tents attest to quite the opposite. Instead, the overwhelming sense was of a nation waiting at home for it all to be over. Soon real life would resume and everyone could get moving again. The economic slowdown and the energy crisis are examples of the breakdown and failure of capitalism. In a sense, a potential opened up in this breakdown for Stillness to become an alternative to life in constant and unrequited motion. That is, for the practice of non-movement and non-circulation to take on new political and cultural forms especially in the sprawling suburbs where the car moves individuals between the trifecta of home, box store, and work. The economic crisis is also a temporary stoppage of the flows. If the individual couldn’t move, global corporate capital would find a way to set the house in motion, to reinsert it back into the machinery that is now almost fully equated with freedom.The reinvention of the home into a campground or drive-in theatre makes the house a moving entity, an inverted mobile home that is both sedentary and in motion. Paul Virilio’s concept of “polar inertia” is important here. He argues, since the advent of transportation individuals live in a state of “resident polar inertia” wherein “people don’t move, even when they’re in a high speed train. They don’t move when they travel in their jet. They are residents in absolute motion” (Crepuscular 71). Lynn Spigel has written extensively about these dynamics, including the home as mobile home, in Make Room for TV and Welcome to the Dreamhouse. She examines how the introduction of the television into domestic space is worked through the tension between the private space of the home and the public world outside. Spigel refers to the dual emergence of portable television and mobile homes. Her work shows how domestic space is constantly imagined and longed for “as a vehicle of transport through which they (families) could imaginatively travel to an illicit place of passion while remaining in the safe space of the family home” (Welcome 60-61). But similarly to what Virilio has inferred Spigel points out that these mobile homes stayed parked and the portable TVs were often stationary as well. The Staycation exists as an addendum to what Spigel captures about the relationship between domestic space and the television set. It provides another example of advertisers’ attempts to play off the suburban tension between domestic space and the world “out there.” The Staycation exacerbates the role of the domestic space as a site of production, distribution, and consumption. The gendered dynamics of the Staycation include redecorating possibilities targeted at women and the backyard beer and grill culture aimed at men. In fact, ‘Mom’ might suffer the most during a Staycation, but that is another topic. The point is the whole family can get involved in a way that sustains the configurations of power but with an element of novelty.The Staycation is both a cultural phenomenon that feeds off the cultural anxieties of the middle class and an economic directive. It has been constructed to maintain movement at a time when the crisis of capital contains seeds for an alternative, for Stillness to become politically and culturally transformative. But life feels dull when the passenger is stuck and the virtues of Stillness are quite difficult to locate in this cultural context. As Illich argues, “the passenger who agrees to live in a world monopolised by transport becomes a harassed, overburdened consumer of distances whose shape and length he can no longer control” (45). When the passenger is the mode of identification, immobility becomes unbearable. In this context a form of “still mobility” such as the Staycation might be satisfying enough. ConclusionThe still citizen is a threatening figure for capital. In Politics of the Very Worst Virilio argues at the heart of capitalism is a state of permanent mobility, a condition to which polar inertia attests. The Staycation fits completely within this context of this form of mobile immobility. The flow needs to keep flowing. When people are stationary, still, and calm the market suffers. It has often been argued that the advertising industries construct dissatisfaction while also marginally eliminating it through the promises of various products, yet ultimately leaving the individual in a constant state of almost satisfied but never really. The fact that the Staycation is a mode of waiting attests to this complacent dissatisfaction.The subjective and experiential dimensions of living in a capitalist society are experienced through one’s relationship to time and staying on the right path. The economic slowdown and the energy crisis are also crises in pace, energy, and time. The mobility and tempo, the pace and path that capital relies on, has become unhinged and vulnerable to a resistant re-shaping. The Staycation re-sets the tempo of suburbia to meet the new needs of an economic slowdown and financial crisis. Following the directive to staycate is not necessarily a new form of false consciousness, but an intensified technological and economic mode of subjection that depends on already established cultural anxieties. But what makes the Staycation unique and worthy of consideration is that capitalists and other disciplinary institutions of power, in this case big media, construct new and innovative ways to control people’s time and regulate their movement in space. The Staycation is a particular re-territorialisation of the temporal and spatial dimensions of home, work, and leisure. In sum, Staycation and the staging of National Stay at Home Week reveals a systemic mobilising and control of a population’s pace and path. As Bernard Stiegler writes in Technics and Time: “Deceleration remains a figure of speed, just as immobility is a figure of movement” (133). These processes are inexorably tied to one another. Thinking back to the opening quote from Illich, we could ask how we might stop imagining ourselves as passengers – ushered along, falling in line, or complacently floating past. To be still in the flows could be a form of ultimate resistance. In fact, Stillness has the possibility of becoming an autonomous practice of refusal. It is after all this threatening potentiality that created the frenzied invention of the Staycation in the first place. To end where I began, Illich states that “the habitual passenger must adopt a new set of beliefs and expectations if he is to feel secure in the strange world” (25-26). The horizon of political possibility is uniformly limited for the passenger. Whether people actually did follow these directives during the summer of 2008 is hard to determine. The point is that the energy crisis and economic slowdown offered a potential to vacate capital’s premises, both its pace and path. But corporate capital is doing its best to make sure that people wait, staycate, and see it through. The Staycation is not just about staying at home for vacation. It is about staying within reach, being accounted for, at a time when departing global corporate capital seems to be the best option. ReferencesAlban, Debra. “Staycations: Alternative to Pricey, Stressful Travel.” CNN News 12 June 2008. 6 Mar. 2009 ‹http://edition.cnn.com/2008/LIVING/worklife/06/12/balance.staycation/index.html›.Augé, Marc. Non-Places: Introduction to an Anthropology of Supermodernity. Verso, London, 1995.hooks, bell. Black Looks: Race and Representation. Boston: South End Press, 1992.Illich, Ivan. Energy and Equity. New York: Perennial Library, 1974.Leamy, Elisabeth. “Tips for Planning a Great 'Staycation'.” ABC News 23 May 2008. 6 Mar. 2009 ‹http://abcnews.go.com/GMA/Parenting/story?id=4919211›.Massey, Doreen. Space, Place, and Gender. Minneapolis: Minnesota U P, 1994.Packer, Jeremy. Mobility without Mayhem: Safety, Cars, and Citizenship. Durham, NC: Duke U P, 2008.Ray, Rebecca and John Schmitt. No-Vacation Nation. Washington, D.C.: Center for Economic and Policy Research, May 2007.Spigel, Lynn. Make Room for TV: Television and the Family Ideal in Postwar America. Chicago: Chicago U P, 1992.———. Welcome to the Dreamhouse: Popular Media and Postwar Suburbs. Durham, NC: Duke U P, 2001.Stiegler, Bernard. Technics and Time 2: Disorientation. Trans. Stephen Barker. California: Stanford University Press, 2009.USA Today. “Retailers Promote 'Staycation' Sales.” 24 May 2008. 6 Mar. 2009 ‹http://www.usatoday.com/money/industries/retail/2008-05-24-staycations_N.htm›.Virilio, Paul. Speed and Politics. Trans. Mark Polizzotti. New York: Semiotext(e), 1986.———. In James der Derian, ed. The Virilio Reader. Malden, Mass.: Blackwell, 1998.———. Politics of the Very Worst. New York: Semiotext(e), 1999.———. Crepuscular Dawn. New York: Semiotext(e), 2002.

Introduction This paper offers a survey of familiar popular music performers and songwriters who reference coffee in their work. It examines three areas of discourse: the psychoactive effects of caffeine, coffee and courtship rituals, and the politics of coffee consumption. I claim that coffee carries a cultural and musicological significance comparable to that of the chemical stimulants and consumer goods more readily associated with popular music. Songs about coffee may not be as potent as those featuring drugs and alcohol (Primack; Schapiro), or as common as those referencing commodities like clothes and cars (Englis; McCracken), but they do feature across a wide range of genres, some of which enjoy archetypal associations with this beverage. m.o.m.m.y. Needs c.o.f.f.e.e.: The Psychoactive Effect of Coffee The act of performing and listening to popular music involves psychological elements comparable to the overwhelming sensory experience of drug taking: altered perceptions, repetitive grooves, improvisation, self-expression, and psychological empathy—such as that between musician and audience (Curry). Most popular music genres are, as a result, culturally and sociologically identified with the consumption of at least one mind-altering substance (Lyttle; Primack; Schapiro). While the analysis of lyrics referring to this theme has hitherto focused on illegal drugs and alcoholic beverages (Cooper), coffee and its psychoactive ingredient caffeine have been almost entirely overlooked (Summer). The most recent study of drugs in popular music, for example, defined substance use as “tobacco, alcohol, marijuana, cocaine and other stimulants, heroin and other opiates, hallucinogens, inhalants, prescription drugs, over-the-counter drugs, and nonspecific substances” (Primack 172), thereby ignoring a chemical stimulant consumed by 90 per cent of adult Americans every day (Lovett). The wide availability of coffee and the comparatively mild effect of caffeine means that its consumption rarely causes harm. One researcher has described it as a ubiquitous and unobtrusive “generalised public activity […] ‘invisible’ to analysts seeking distinctive social events” (Cooper 92). Coffee may provide only a relatively mild “buzz”—but it is now accepted that caffeine is an addictive substance (Juliano) and, due to its universal legality, coffee is also the world’s most extensively traded and enthusiastically consumed psychoactive consumer product (Juliano 1). The musical genre of jazz has a longstanding relationship with marijuana and narcotics (Curry; Singer; Tolson; Winick). Unsurprisingly, given its Round Midnight connotations, jazz standards also celebrate the restorative impact of coffee. Exemplary compositions include Burke/Webster’s insomniac torch song Black Coffee, which provided hits for Sarah Vaughan (1949), Ella Fitzgerald (1953), and Peggy Lee (1960); and Frank Sinatra’s recordings of Hilliard/Dick’s The Coffee Song (1946, 1960), which satirised the coffee surplus in Brazil at a time when this nation enjoyed a near monopoly on production. Sinatra joked that this ubiquitous drink was that country’s only means of liquid refreshment, in a refrain that has since become a headline writer’s phrasal template: “There’s an Awful Lot of Coffee in Vietnam,” “An Awful Lot of Coffee in the Bin,” and “There’s an Awful Lot of Taxes in Brazil.” Ethnographer Aaron Fox has shown how country music gives expression to the lived social experience of blue-collar and agrarian workers (Real 29). Coffee’s role in energising working class America (Cooper) is featured in such recordings as Dolly Parton’s Nine To Five (1980), which describes her morning routine using a memorable “kitchen/cup of ambition” rhyme, and Don't Forget the Coffee Billy Joe (1973) by Tom T. Hall which laments the hardship of unemployment, hunger, cold, and lack of healthcare. Country music’s “tired truck driver” is the most enduring blue-collar trope celebrating coffee’s analeptic powers. Versions include Truck Drivin' Man by Buck Owens (1964), host of the country TV show Hee Haw and pioneer of the Bakersfield sound, and Driving My Life Away from pop-country crossover star Eddie Rabbitt (1980). Both feature characteristically gendered stereotypes of male truck drivers pushing on through the night with the help of a truck stop waitress who has fuelled them with caffeine. Johnny Cash’s A Cup of Coffee (1966), recorded at the nadir of his addiction to pills and alcohol, has an incoherent improvised lyric on this subject; while Jerry Reed even prescribed amphetamines to keep drivers awake in Caffein [sic], Nicotine, Benzedrine (And Wish Me Luck) (1980). Doye O’Dell’s Diesel Smoke, Dangerous Curves (1952) is the archetypal “truck drivin’ country” song and the most exciting track of its type. It subsequently became a hit for the doyen of the subgenre, Red Simpson (1966). An exhausted driver, having spent the night with a woman whose name he cannot now recall, is fighting fatigue and wrestling his hot-rod low-loader around hairpin mountain curves in an attempt to rendezvous with a pretty truck stop waitress. The song’s palpable energy comes from its frenetic guitar picking and the danger implicit in trailing a heavy load downhill while falling asleep at the wheel. Tommy Faile’s Phantom 309, a hit for Red Sovine (1967) that was later covered by Tom Waits (Big Joe and the Phantom 309, 1975), elevates the “tired truck driver” narrative to gothic literary form. Reflecting country music’s moral code of citizenship and its culture of performative storytelling (Fox, Real 23), it tells of a drenched and exhausted young hitchhiker picked up by Big Joe—the driver of a handsome eighteen-wheeler. On arriving at a truck stop, Joe drops the traveller off, giving him money for a restorative coffee. The diner falls silent as the hitchhiker orders up his “cup of mud”. Big Joe, it transpires, is a phantom trucker. After running off the road to avoid a school bus, his distinctive ghost rig now only reappears to rescue stranded travellers. Punk rock, a genre closely associated with recreational amphetamines (McNeil 76, 87), also features a number of caffeine-as-stimulant songs. Californian punk band, Descendents, identified caffeine as their drug of choice in two 1996 releases, Coffee Mug and Kids on Coffee. These songs describe chugging the drink with much the same relish and energy that others might pull at the neck of a beer bottle, and vividly compare the effects of the drug to the intense rush of speed. The host of “New Music News” (a segment of MTV’s 120 Minutes) references this correlation in 1986 while introducing the band’s video—in which they literally bounce off the walls: “You know, while everybody is cracking down on crack, what about that most respectable of toxic substances or stimulants, the good old cup of coffee? That is the preferred high, actually, of California’s own Descendents—it is also the subject of their brand new video” (“New Music News”). Descendents’s Sessions EP (1997) featured an overflowing cup of coffee on the sleeve, while punk’s caffeine-as-amphetamine trope is also promulgated by Hellbender (Caffeinated 1996), Lagwagon (Mr. Coffee 1997), and Regatta 69 (Addicted to Coffee 2005). Coffee in the Morning and Kisses in the Night: Coffee and Courtship Coffee as romantic metaphor in song corroborates the findings of early researchers who examined courtship rituals in popular music. Donald Horton’s 1957 study found that hit songs codified the socially constructed self-image and limited life expectations of young people during the 1950s by depicting conservative, idealised, and traditional relationship scenarios. He summarised these as initial courtship, honeymoon period, uncertainty, and parting (570-4). Eleven years after this landmark analysis, James Carey replicated Horton’s method. His results revealed that pop lyrics had become more realistic and less bound by convention during the 1960s. They incorporated a wider variety of discourse including the temporariness of romantic commitment, the importance of individual autonomy in relationships, more liberal attitudes, and increasingly unconventional courtship behaviours (725). Socially conservative coffee songs include Coffee in the Morning and Kisses in the Night by The Boswell Sisters (1933) in which the protagonist swears fidelity to her partner on condition that this desire is expressed strictly in the appropriate social context of marriage. It encapsulates the restrictions Horton identified on courtship discourse in popular song prior to the arrival of rock and roll. The Henderson/DeSylva/Brown composition You're the Cream in My Coffee, recorded by Annette Hanshaw (1928) and by Nat King Cole (1946), also celebrates the social ideal of monogamous devotion. The persistence of such idealised traditional themes continued into the 1960s. American pop singer Don Cherry had a hit with Then You Can Tell Me Goodbye (1962) that used coffee as a metaphor for undying and everlasting love. Otis Redding’s version of Butler/Thomas/Walker’s Cigarettes and Coffee (1966)—arguably soul music’s exemplary romantic coffee song—carries a similar message as a couple proclaim their devotion in a late night conversation over coffee. Like much of the Stax catalogue, Cigarettes and Coffee, has a distinctly “down home” feel and timbre. The lovers are simply content with each other; they don’t need “cream” or “sugar.” Horton found 1950s blues and R&B lyrics much more sexually explicit than pop songs (567). Dawson (1994) subsequently characterised black popular music as a distinct public sphere, and Squires (2002) argued that it displayed elements of what she defined as “enclave” and “counterpublic” traits. Lawson (2010) has argued that marginalised and/or subversive blues artists offered a form of countercultural resistance against prevailing social norms. Indeed, several blues and R&B coffee songs disregard established courtship ideals and associate the product with non-normative and even transgressive relationship circumstances—including infidelity, divorce, and domestic violence. Lightnin’ Hopkins’s Coffee Blues (1950) references child neglect and spousal abuse, while the narrative of Muddy Waters’s scorching Iodine in my Coffee (1952) tells of an attempted poisoning by his Waters’s partner. In 40 Cups of Coffee (1953) Ella Mae Morse is waiting for her husband to return home, fuelling her anger and anxiety with caffeine. This song does eventually comply with traditional courtship ideals: when her lover eventually returns home at five in the morning, he is greeted with a relieved kiss. In Keep That Coffee Hot (1955), Scatman Crothers supplies a counterpoint to Morse’s late-night-abandonment narrative, asking his partner to keep his favourite drink warm during his adulterous absence. Brook Benton’s Another Cup of Coffee (1964) expresses acute feelings of regret and loneliness after a failed relationship. More obliquely, in Coffee Blues (1966) Mississippi John Hurt sings affectionately about his favourite brand, a “lovin’ spoonful” of Maxwell House. In this, he bequeathed the moniker of folk-rock band The Lovin’ Spoonful, whose hits included Do You Believe in Magic (1965) and Summer in the City (1966). However, an alternative reading of Hurt’s lyric suggests that this particular phrase is a metaphorical device proclaiming the author’s sexual potency. Hurt’s “lovin’ spoonful” may actually be a portion of his seminal emission. In the 1950s, Horton identified country as particularly “doleful” (570), and coffee provides a common metaphor for failed romance in a genre dominated by “metanarratives of loss and desire” (Fox, Jukebox 54). Claude Gray’s I'll Have Another Cup of Coffee (Then I’ll Go) (1961) tells of a protagonist delivering child support payments according to his divorce lawyer’s instructions. The couple share late night coffee as their children sleep through the conversation. This song was subsequently recorded by seventeen-year-old Bob Marley (One Cup of Coffee, 1962) under the pseudonym Bobby Martell, a decade prior to his breakthrough as an international reggae star. Marley’s youngest son Damian has also performed the track while, interestingly in the context of this discussion, his older sibling Rohan co-founded Marley Coffee, an organic farm in the Jamaican Blue Mountains. Following Carey’s demonstration of mainstream pop’s increasingly realistic depiction of courtship behaviours during the 1960s, songwriters continued to draw on coffee as a metaphor for failed romance. In Carly Simon’s You’re So Vain (1972), she dreams of clouds in her coffee while contemplating an ostentatious ex-lover. Squeeze’s Black Coffee In Bed (1982) uses a coffee stain metaphor to describe the end of what appears to be yet another dead-end relationship for the protagonist. Sarah Harmer’s Coffee Stain (1998) expands on this device by reworking the familiar “lipstick on your collar” trope, while Sexsmith & Kerr’s duet Raindrops in my Coffee (2005) superimposes teardrops in coffee and raindrops on the pavement with compelling effect. Kate Bush’s Coffee Homeground (1978) provides the most extreme narrative of relationship breakdown: the true story of Cora Henrietta Crippin’s poisoning. Researchers who replicated Horton’s and Carey’s methodology in the late 1970s (Bridges; Denisoff) were surprised to find their results dominated by traditional courtship ideals. The new liberal values unearthed by Carey in the late 1960s simply failed to materialise in subsequent decades. In this context, it is interesting to observe how romantic coffee songs in contemporary soul and jazz continue to disavow the post-1960s trend towards realistic social narratives, adopting instead a conspicuously consumerist outlook accompanied by smooth musical timbres. This phenomenon possibly betrays the influence of contemporary coffee advertising. From the 1980s, television commercials have sought to establish coffee as a desirable high end product, enjoyed by bohemian lovers in a conspicuously up-market environment (Werder). All Saints’s Black Coffee (2000) and Lebrado’s Coffee (2006) identify strongly with the culture industry’s image of coffee as a luxurious beverage whose consumption signifies prominent social status. All Saints’s promotional video is set in a opulent location (although its visuals emphasise the lyric’s romantic disharmony), while Natalie Cole’s Coffee Time (2008) might have been itself written as a commercial. Busting Up a Starbucks: The Politics of Coffee Politics and coffee meet most palpably at the coffee shop. This conjunction has a well-documented history beginning with the establishment of coffee houses in Europe and the birth of the public sphere (Habermas; Love; Pincus). The first popular songs to reference coffee shops include Jaybird Coleman’s Coffee Grinder Blues (1930), which boasts of skills that precede the contemporary notion of a barista by four decades; and Let's Have Another Cup of Coffee (1932) from Irving Berlin’s depression-era musical Face The Music, where the protagonists decide to stay in a restaurant drinking coffee and eating pie until the economy improves. Coffee in a Cardboard Cup (1971) from the Broadway musical 70 Girls 70 is an unambiguous condemnation of consumerism, however, it was written, recorded and produced a generation before Starbucks’ aggressive expansion and rapid dominance of the coffee house market during the 1990s. The growth of this company caused significant criticism and protest against what seemed to be a ruthless homogenising force that sought to overwhelm local competition (Holt; Thomson). In response, Starbucks has sought to be defined as a more responsive and interactive brand that encourages “glocalisation” (de Larios; Thompson). Koller, however, has characterised glocalisation as the manipulative fabrication of an “imagined community”—whose heterogeneity is in fact maintained by the aesthetics and purchasing choices of consumers who make distinctive and conscious anti-brand statements (114). Neat Capitalism is a more useful concept here, one that intercedes between corporate ideology and postmodern cultural logic, where such notions as community relations and customer satisfaction are deliberately and perhaps somewhat cynically conflated with the goal of profit maximisation (Rojek). As the world’s largest chain of coffee houses with over 19,400 stores in March 2012 (Loxcel), Starbucks is an exemplar of this phenomenon. Their apparent commitment to environmental stewardship, community relations, and ethical sourcing is outlined in the company’s annual “Global Responsibility Report” (Vimac). It is also demonstrated in their engagement with charitable and environmental non-governmental organisations such as Fairtrade and Co-operative for Assistance and Relief Everywhere (CARE). By emphasising this, Starbucks are able to interpellate (that is, “call forth”, “summon”, or “hail” in Althusserian terms) those consumers who value environmental protection, social justice and ethical business practices (Rojek 117). Bob Dylan and Sheryl Crow provide interesting case studies of the persuasive cultural influence evoked by Neat Capitalism. Dylan’s 1962 song Talkin’ New York satirised his formative experiences as an impoverished performer in Greenwich Village’s coffee houses. In 1995, however, his decision to distribute the Bob Dylan: Live At The Gaslight 1962 CD exclusively via Starbucks generated significant media controversy. Prominent commentators expressed their disapproval (Wilson Harris) and HMV Canada withdrew Dylan’s product from their shelves (Lynskey). Despite this, the success of this and other projects resulted in the launch of Starbucks’s in-house record company, Hear Music, which released entirely new recordings from major artists such as Ray Charles, Paul McCartney, Joni Mitchell, Carly Simon and Elvis Costello—although the company has recently announced a restructuring of their involvement in this venture (O’Neil). Sheryl Crow disparaged her former life as a waitress in Coffee Shop (1995), a song recorded for her second album. “Yes, I was a waitress. I was a waitress not so long ago; then I won a Grammy” she affirmed in a YouTube clip of a live performance from the same year. More recently, however, Crow has become an avowed self-proclaimed “Starbucks groupie” (Tickle), releasing an Artist’s Choice (2003) compilation album exclusively via Hear Music and performing at the company’s 2010 Annual Shareholders’s Meeting. Songs voicing more unequivocal dissatisfaction with Starbucks’s particular variant of Neat Capitalism include Busting Up a Starbucks (Mike Doughty, 2005), and Starbucks Takes All My Money (KJ-52, 2008). The most successful of these is undoubtedly Ron Sexsmith’s Jazz at the Bookstore (2006). Sexsmith bemoans the irony of intense original blues artists such as Leadbelly being drowned out by the cacophony of coffee grinding machines while customers queue up to purchase expensive coffees whose names they can’t pronounce. In this, he juxtaposes the progressive patina of corporate culture against the circumstances of African-American labour conditions in the deep South, the shocking incongruity of which eventually cause the old bluesman to turn in his grave. Fredric Jameson may have good reason to lament the depthless a-historical pastiche of postmodern popular culture, but this is no “nostalgia film”: Sexsmith articulates an artfully framed set of subtle, sensitive, and carefully contextualised observations. Songs about coffee also intersect with politics via lyrics that play on the mid-brown colour of the beverage, by employing it as a metaphor for the sociological meta-narratives of acculturation and assimilation. First popularised in Israel Zangwill’s 1905 stage play, The Melting Pot, this term is more commonly associated with Americanisation rather than miscegenation in the United States—a nuanced distinction that British band Blue Mink failed to grasp with their memorable invocation of “coffee-coloured people” in Melting Pot (1969). Re-titled in the US as People Are Together (Mickey Murray, 1970) the song was considered too extreme for mainstream radio airplay (Thompson). Ike and Tina Turner’s Black Coffee (1972) provided a more accomplished articulation of coffee as a signifier of racial identity; first by associating it with the history of slavery and the post-Civil Rights discourse of African-American autonomy, then by celebrating its role as an energising force for African-American workers seeking economic self-determination. Anyone familiar with the re-casting of black popular music in an industry dominated by Caucasian interests and aesthetics (Cashmore; Garofalo) will be unsurprised to find British super-group Humble Pie’s (1973) version of this song more recognisable. Conclusion Coffee-flavoured popular songs celebrate the stimulant effects of caffeine, provide metaphors for courtship rituals, and offer critiques of Neat Capitalism. Harold Love and Guthrie Ramsey have each argued (from different perspectives) that the cultural micro-narratives of small social groups allow us to identify important “ethnographic truths” (Ramsey 22). Aesthetically satisfying and intellectually stimulating coffee songs are found where these micro-narratives intersect with the ethnographic truths of coffee culture. Examples include the unconventional courtship narratives of blues singers Muddy Waters and Mississippi John Hurt, the ritualised storytelling tradition of country performers Doye O’Dell and Tommy Faile, and historicised accounts of the Civil Rights struggle provided by Ron Sexsmith and Tina Turner. References Argenti, Paul. “Collaborating With Activists: How Starbucks Works With NGOs.” California Management Review 47.1 (2004): 91–116. Althusser, Louis. “Ideology and Ideological State Apparatuses.” Lenin and Philosophy and Other Essays. London: Monthly Review Press, 1971. Bridges, John, and R. Serge Denisoff. “Changing Courtship Patterns in the Popular Song: Horton and Carey revisited.” Popular Music and Society 10.3 (1986): 29–45. Carey, James. “Changing Courtship Patterns in the Popular Song.” The American Journal of Sociology 74.6 (1969): 720–31. Cashmere, Ellis. The Black Culture Industry. London: Routledge, 1997. “Coffee.” Theme Time Radio Hour hosted by Bob Dylan, XM Satellite Radio. 31 May 2006. Cooper, B. Lee, and William L. Schurk. “You’re the Cream in My Coffee: A Discography of Java Jive.” Popular Music and Society 23.2 (1999): 91–100. Crow, Sheryl. “Coffee Shop.” Beacon Theatre, New York City. 17 Mar. 1995. YouTube 1 Feb. 2012 ‹http://www.youtube.com/watch?v=j_-bDAjASQI ›. Curry, Andrew. “Drugs in Jazz and Rock Music.” Clinical Toxicology 1.2 (1968): 235–44. Dawson, Michael C. “A Black Counterpublic?: Economic Earthquakes, Racial Agenda(s) and Black Politics.” Public Culture 7.1 (1994): 195–223. de Larios, Margaret. “Alone, Together: The Social Culture of Music and the Coffee Shop.” URC Student Scholarship Paper 604 (2011). 1 Feb. 2012 ‹http://scholar.oxy.edu/urc_student/604›. Englis, Basil, Michael Solomon and Anna Olofsson. “Consumption Imagery in Music Television: A Bi-Cultural Perspective.” Journal of Advertising 22.4 (1993): 21–33. Fox, Aaron. Real Country: Music and Language in Working-Class Culture. Durham: Duke UP, 2004. Fox, Aaron. “The Jukebox of History: Narratives of Loss and Desire in the Discourse of Country Music.” Popular Music 11.1 (1992): 53–72. Garofalo, Reebee. “Culture Versus Commerce: The Marketing of Black Popular Music.” Public Culture 7.1 (1994): 275–87. Habermas, Jurgen. The Structural Transformation of the Public Sphere: An Inquiry Into a Category of Bourgeois Society. Cambridge: Polity Press, 1989. Hamilton, Andy. Aesthetics and Music. London: Continuum, 2007. Harris, Craig. “Starbucks Opens Hear Music Shop in Bellevue.” Seattle Post Intelligencer 23 Nov. 2006. 1 Feb. 2012 ‹http://www.seattlepi.com/business/article/Starbucks-opens-Hear-Music-shop-in-Bellevue-1220637.php›. Harris, John. “Lay Latte Lay.” The Guardian 1 Jul. 2005. 1 Feb. 2012 ‹http://www.guardian.co.uk/music/2005/jul/01/2?INTCMP=SRCH›. Holt, Douglas. “Why Do Brands Cause Trouble? A Dialectical Theory of Consumer Culture and Branding.” Journal of Consumer Research 29 (2002): 70–90. Horton, Donald. “The Dialogue of Courtship in Popular Songs.” American Journal of Sociology 62.6 (1957): 569–78. Jameson, Fredric. Postmodernism, or the Cultural Logic of Late Capitalism. Durham: Duke UP, 1991. Juliano, Laura, and Roland Griffiths. “A Critical Review of Caffeine Withdrawal: Empirical Validation of Symptoms and Signs, Incidence, Severity, and Associated Features.” Psychopharmacology 176 (2004): 1–29. Koller, Veronika. “‘The World’s Local Bank’: Glocalisation as a Strategy in Corporate Branding Discourse.” Social Semiotics 17.1 (2007): 111–31. Lawson, Rob A. Jim Crow’s Counterculture: The Blues and Black Southerners, 1890-1945 (Making the Modern South). Baton Rouge: Louisiana State UP, 2010. Love, Harold. “How Music Created A Public.” Criticism 46.2 (2004): 257–72. “Loxcel Starbucks Map”. Loxcel.com 1 Mar. 2012 ‹loxcel.com/sbux-faq.hmtl›. Lovett, Richard. “Coffee: The Demon Drink?” New Scientist 2518. 24 Sep. 2005. 1 Apr. 2012 ‹http://www.newscientist.com/article/mg18725181.700›. Lynskey, Dorian. “Stir It Up: Starbucks Has Changed the Music Industry with its Deals with Dylan and Alanis. What’s Next?”. The Guardian 6 Oct. 2005: 18. 1 Feb. 2012 ‹http://www.guardian.co.uk/music/2005/oct/06/popandrock.marketingandpr›. Lyttle, Thomas, and Michael Montagne. “Drugs, Music, and Ideology: A Social Pharmacological Interpretation of the Acid House Movement.” The International Journal of the Addictions 27.10 (1992): 1159–77. McCracken, Grant. “Culture and Consumption: A Theoretical Account of the Structure and Movement of the Cultural Meaning of Consumer Goods.” Journal of Consumer Research 13.1 (1986): 71–84. McNeil, Legs, and Gillian McCain. Please Kill Me: The Uncensored Oral History of Punk. London: Abacus, 1997. “New Music News” 120 Minutes MTV 28 Sep. 1986. 1 Feb. 2012 ‹http://www.youtube.com/watch?v=TnqjqXztc0o›. O’Neil, Valerie. “Starbucks Refines its Entertainment Strategy.” Starbucks Newsroom 24 Apr. 2008. 1 Feb. 2012 ‹http://news.starbucks.com/article_display.cfm?article_id=48›. Pincus, Steve. “‘Coffee Politicians Does Create’: Coffeehouses and Restoration Political Culture.” The Journal of Modern History 67 (1995): 807–34. Primack, Brian, Madeline Dalton, Mary Carroll, Aaron Agarwal, and Michael Fine. “Content Analysis of Tobacco, Alcohol, and Other Drugs in Popular Music.” Archives of Pediatrics & Adolescent Medicine 162.2 (2008): 169–75. 1 Feb. 2012 ‹http://www.ncbi.nlm.nih.gov/pmc/articles/PMC3004676/›. Ramsey, Guthrie P. Race Music: Black Cultures from Bebop to Hip-Hop. Berkeley: U of California P, 2003. Rojek, Chris. Cultural Studies. Cambridge: Polity P, 2007. Rosenbaum, Jill, and Lorraine Prinsky. “Sex, Violence and Rock ‘N’ Roll: Youths’ Perceptions of Popular Music.” Popular Music and Society 11.2 (1987): 79–89. Shapiro, Harry. Waiting for the Man: The Story of Drugs and Popular Music. London: Quartet Books, 1988. Singer, Merrill, and Greg Mirhej. “High Notes: The Role of Drugs in the Making of Jazz.” Journal of Ethnicity in Substance Abuse 5.4 (2006):1–38. Squires, Catherine R. “Rethinking the Black Public Sphere: An Alternative Vocabulary for Multiple Public Spheres.” Communication Theory 12.4 (2002): 446–68. Thompson, Craig J., and Zeynep Arsel. “The Starbucks Brandscape and Consumers’ (Anticorporate) Experiences of Glocalization.” Journal of Consumer Research 31 (2004.): 631–42. Thompson, Erik. “Secret Stash Records Releases Forgotten Music in Stylish Packages: Meet Founders Cory Wong and Eric Foss.” CityPages 18 Jan. 2012. 1 Feb. 2012 ‹http://www.citypages.com/2012-01-18/music/secret-stash-records-releases-forgotten-music-in-stylish-packages/›.Tickle, Cindy. “Sheryl Crow Performs at Starbucks Annual Shareholders Meeting.” Examiner.com24 Mar. 2010. 1 Feb. 2012 ‹http://www.examiner.com/starbucks-in-national/sheryl-crow-performs-at-starbucks-annual-shareholders-meeting-photos›.Tolson, Gerald H., and Michael J. Cuyjet. “Jazz and Substance Abuse: Road to Creative Genius or Pathway to Premature Death?”. International Journal of Law and Psychiatry 30 (2007): 530–38. Varma, Vivek, and Ben Packard. “Starbucks Global Responsibility Report Goals and Progress 2011”. Starbucks Corporation 1 Apr. 2012 ‹http://assets.starbucks.com/assets/goals-progress-report-2011.pdf›. Werder, Olaf. “Brewing Romance The Romantic Fantasy Theme of the Taster’s Choice ‘Couple’ Advertising Campaign.” Critical Thinking About Sex, Love, And Romance In The Mass Media: Media Literacy Applications. Eds. Mary-Lou Galician and Debra L. Merskin. New Jersey: Taylor & Francis, 2009. 35–48. Wilson, Jeremy “Desolation Row: Dylan Signs With Starbucks.” The Guardian 29 Jun. 2005. 1 Feb. 2012 ‹http://www.guardian.co.uk/world/2005/jun/29/bobdylan.digitalmedia?INTCMP=SRCH›. Winick, Charles. “The Use of Drugs by Jazz Musicians.” Social Problems 7.3 (1959): 240–53.

In the contemporary era, media spectacle organizes and mobilizes economic life, political conflict, social interactions, culture, and everyday life. My recently published book Media Spectacle explores a profusion of developments in hi-tech culture, media-driven society, and spectacle politics. Spectacle culture involves everything from film and broadcasting to Internet cyberculture and encompasses phenomena ranging from elections to terrorism and to the media dramas of the moment. For ‘Logo’, I am accordingly sketching out briefly a terrain I probe in detail in the book from which these examples are taken.1 During the past decades, every form of culture and significant forms of social life have become permeated by the logic of the spectacle. Movies are bigger and more spectacular than ever, with high-tech special effects expanding the range of cinematic spectacle. Television channels proliferate endlessly with all-day movies, news, sports, specialty niches, re-runs of the history of television, and whatever else can gain an audience. The rock spectacle reverberates through radio, television, CDs, computers networks, and extravagant concerts. The Internet encircles the world in the spectacle of an interactive and multimedia cyberculture. Media culture excels in creating megaspectacles of sports championships, political conflicts, entertainment, "breaking news" and media events, such as the O.J. Simpson trial, the Death of Princess Diana, or the sex or murder scandal of the moment. Megaspectacle comes as well to dominate party politics, as the political battles of the day, such as the Clinton sex scandals and impeachment, the 36 Day Battle for the White House after Election 2000, and the September 11 terrorist attacks and subsequent Terror War. These dramatic media passion plays define the politics of the time, and attract mass audiences to their programming, hour after hour, day after day. The concept of "spectacle" derives from French Situationist theorist Guy Debord's 1972 book Society of the Spectacle. "Spectacle," in Debord's terms, "unifies and explains a great diversity of apparent phenomena" (Debord 1970: #10). In one sense, it refers to a media and consumer society, organized around the consumption of images, commodities, and spectacles. Spectacles are those phenomena of media culture which embody contemporary society's basic values, and dreams and nightmares, putting on display dominant hopes and fears. They serve to enculturate individuals into its way of life, and dramatize its conflicts and modes of conflict resolution. They include sports events, political campaigns and elections, and media extravaganzas like sensational murder trials, or the Bill Clinton sex scandals and impeachment spectacle (1998-1999). As we enter a new millennium, the media are becoming ever more technologically dazzling and are playing an increasingly central role in everyday life. Under the influence of a postmodern image culture, seductive spectacles fascinate the denizens of the media and consumer society and involve them in the semiotics of a new world of entertainment, information, a semiotics of a new world of entertainment, information, and drama, which deeply influence thought and action. For Debord: "When the real world changes into simple images, simple images become real beings and effective motivations of a hypnotic behavior. The spectacle as a tendency to make one see the world by means of various specialized mediations (it can no longer be grasped directly), naturally finds vision to be the privileged human sense which the sense of touch was for other epochs; the most abstract, the most mystifiable sense corresponds to the generalized abstraction of present day society" (#18). Today, however, I would maintain it is the multimedia spectacle of sight, sound, touch, and, coming to you soon, smell that constitutes the multidimensional sense experience of the new interactive spectacle. For Debord, the spectacle is a tool of pacification and depoliticization; it is a "permanent opium war" (#44) which stupefies social subjects and distracts them from the most urgent task of real life -- recovering the full range of their human powers through creative praxis. The concept of the spectacle is integrally connected to the concept of separation and passivity, for in passively consuming spectacles, one is separated from actively producing one's life. Capitalist society separates workers from the products of their labor, art from life, and consumption from human needs and self-directing activity, as individuals passively observe the spectacles of social life from within the privacy of their homes (#25 and #26). The situationist project by contrast involved an overcoming of all forms of separation, in which individuals would directly produce their own life and modes of self-activity and collective practice. Since Debord's theorization of the society of the spectacle in the 1960s and 1970s, spectacle culture has expanded in every area of life. In the culture of the spectacle, commercial enterprises have to be entertaining to prosper and as Michael J. Wolf (1999) argues, in an "entertainment economy," business and fun fuse, so that the E-factor is becoming major aspect of business.2 Via the "entertainmentization" of the economy, television, film, theme parks, video games, casinos, and so forth become major sectors of the national economy. In the U.S., the entertainment industry is now a $480 billion industry, and consumers spend more on having fun than on clothes or health care (Wolf 1999: 4).3 In a competitive business world, the "fun factor" can give one business the edge over another. Hence, corporations seek to be more entertaining in their commercials, their business environment, their commercial spaces, and their web sites. Budweiser ads, for instance, feature talking frogs who tell us nothing about the beer, but who catch the viewers' attention, while Taco Bell deploys a talking dog, and Pepsi uses Star Wars characters. Buying, shopping, and dining out are coded as an "experience," as businesses adopt a theme-park style. Places like the Hard Rock Cafe and the House of Blues are not renowned for their food, after all; people go there for the ambience, to buy clothing, and to view music and media memorabilia. It is no longer good enough just to have a web site, it has to be an interactive spectacle, featuring not only products to buy, but music and videos to download, games to play, prizes to win, travel information, and "links to other cool sites." To succeed in the ultracompetitive global marketplace, corporations need to circulate their image and brand name so business and advertising combine in the promotion of corporations as media spectacles. Endless promotion circulates the McDonald’s Golden Arches, Nike’s Swoosh, or the logos of Apple, Intel, or Microsoft. In the brand wars between commodities, corporations need to make their logos or “trademarks” a familiar signpost in contemporary culture. Corporations place their logos on their products, in ads, in the spaces of everyday life, and in the midst of media spectacles like important sports events, TV shows, movie product placement, and wherever they can catch consumer eyeballs, to impress their brand name on a potential buyer. Consequently, advertising, marketing, public relations and promotion are an essential part of commodity spectacle in the global marketplace. Celebrity too is manufactured and managed in the world of media spectacle. Celebrities are the icons of media culture, the gods and goddesses of everyday life. To become a celebrity requires recognition as a star player in the field of media spectacle, be it sports, entertainment, or politics. Celebrities have their handlers and image managers to make sure that their celebrities continue to be seen and positively perceived by publics. Just as with corporate brand names, celebrities become brands to sell their Madonna, Michael Jordan, Tom Cruise, or Jennifer Lopez product and image. In a media culture, however, celebrities are always prey to scandal and thus must have at their disposal an entire public relations apparatus to manage their spectacle fortunes, to make sure their clients not only maintain high visibility but keep projecting a positive image. Of course, within limits, “bad” and transgressions can also sell and so media spectacle contains celebrity dramas that attract public attention and can even define an entire period, as when the O.J. Simpson murder trials and Bill Clinton sex scandals dominated the media in the mid and late 1990s. Entertainment has always been a prime field of the spectacle, but in today's infotainment society, entertainment and spectacle have entered into the domains of the economy, politics, society, and everyday life in important new ways. Building on the tradition of spectacle, contemporary forms of entertainment from television to the stage are incorporating spectacle culture into their enterprises, transforming film, television, music, drama, and other domains of culture, as well as producing spectacular new forms of culture such as cyberspace, multimedia, and virtual reality. For Neil Gabler, in an era of media spectacle, life itself is becoming like a movie and we create our own lives as a genre like film, or television, in which we become "at once performance artists in and audiences for a grand, ongoing show" (1998: 4). On Gabler’s view, we star in our own "lifies," making our lives into entertainment acted out for audiences of our peers, following the scripts of media culture, adopting its role models and fashion types, its style and look. Seeing our lives in cinematic terms, entertainment becomes for Gabler "arguably the most pervasive, powerful and ineluctable force of our time--a force so overwhelming that it has metastasized into life" to such an extent that it is impossible to distinguish between the two (1998: 9). As Gabler sees it, Ralph Lauren is our fashion expert; Martha Stewart designs our sets; Jane Fonda models our shaping of our bodies; and Oprah Winfrey advises us on our personal problems.4 Media spectacle is indeed a culture of celebrity who provide dominant role models and icons of fashion, look, and personality. In the world of spectacle, celebrity encompasses every major social domain from entertainment to politics to sports to business. An ever-expanding public relations industry hypes certain figures, elevating them to celebrity status, and protects their positive image in the never-ending image wars and dangers that a celebrity will fall prey to the machinations of negative-image and thus lose celebrity status, and/or become figures of scandal and approbation, as will some of the players and institutions that I examine in Media Spectacle (Kellner 2003). Sports has long been a domain of the spectacle with events like the Olympics, World Series, Super Bowl, World Soccer Cup, and NBA championships attracting massive audiences, while generating sky-high advertising rates. These cultural rituals celebrate society's deepest values (i.e. competition, winning, success, and money), and corporations are willing to pay top dollar to get their products associated with such events. Indeed, it appears that the logic of the commodity spectacle is inexorably permeating professional sports which can no longer be played without the accompaniment of cheerleaders, giant mascots who clown with players and spectators, and raffles, promotions, and contests that feature the products of various sponsors. Sports stadiums themselves contain electronic reproduction of the action, as well as giant advertisements for various products that rotate for maximum saturation -- previewing environmental advertising in which entire urban sites are becoming scenes to boost consumption spectacles. Arenas, like the United Center in Chicago, America West Arena in Phoenix, on Enron Field in Houston are named after corporate sponsors. Of course, after major corporate scandals or collapse, like the Enron spectacle, the ballparks must be renamed! The Texas Ranger Ballpark in Arlington, Texas supplements its sports arena with a shopping mall, office buildings, and a restaurant in which for a hefty price one can watch the athletic events while eating and drinking.5 The architecture of the Texas Rangers stadium is an example of the implosion of sports and entertainment and postmodern spectacle. A man-made lake surrounds the stadium, the corridor inside is modeled after Chartes Cathedral, and the structure is made of local stone that provides the look of the Texas Capitol in Austin. Inside there are Texas longhorn cattle carvings, panels of Texas and baseball history, and other iconic signifiers of sports and Texas. The merging of sports, entertainment, and local spectacle is now typical in sports palaces. Tropicana Field in Tampa Bay, Florida, for instance, "has a three-level mall that includes places where 'fans can get a trim at the barber shop, do their banking and then grab a cold one at the Budweiser brew pub, whose copper kettles rise three stories. There is even a climbing wall for kids and showroom space for car dealerships'" (Ritzer 1998: 229). Film has long been a fertile field of the spectacle, with "Hollywood" connoting a world of glamour, publicity, fashion, and excess. Hollywood film has exhibited grand movie palaces, spectacular openings with searchlights and camera-popping paparazzi, glamorous Oscars, and stylish hi-tech film. While epic spectacle became a dominant genre of Hollywood film from early versions of The Ten Commandments through Cleopatra and 2001 in the 1960s, contemporary film has incorporated the mechanics of spectacle into its form, style, and special effects. Films are hyped into spectacle through advertising and trailers which are ever louder, more glitzy, and razzle-dazzle. Some of the most popular films of the late 1990s were spectacle films, including Titanic, Star Wars -- Phantom Menace, Three Kings, and Austin Powers, a spoof of spectacle, which became one of the most successful films of summer 1999. During Fall 1999, there was a cycle of spectacles, including Topsy Turvy, Titus, Cradle Will Rock, Sleepy Hollow, The Insider, and Magnolia, with the latter featuring the biblical spectacle of the raining of frogs in the San Fernando Valley, in an allegory of the decadence of the entertainment industry and deserved punishment for its excesses. The 2000 Academy Awards were dominated by the spectacle Gladiator, a mediocre film that captured best picture award and best acting award for Russell Crowe, thus demonstrating the extent to which the logic of the spectacle now dominates Hollywood film. Some of the most critically acclaimed and popular films of 2001 are also hi-tech spectacle, such as Moulin Rouge, a film spectacle that itself is a delirious ode to spectacle, from cabaret and the brothel to can-can dancing, opera, musical comedy, dance, theater, popular music, and film. A postmodern pastiche of popular music styles and hits, the film used songs and music ranging from Madonna and the Beatles to Dolly Parton and Kiss. Other 2001 film spectacles include Pearl Harbor, which re-enacts the Japanese attack on the U.S. that propelled the country to enter World War II, and that provided a ready metaphor for the September 11 terror attacks. Major 2001 film spectacles range from David Lynch’s postmodern surrealism in Mulholland Drive to Steven Spielberg’s blending of his typically sentimental spectacle of the family with the formalist rigor of Stanley Kubrick in A.I. And the popular 2001 military film Black-Hawk Down provided a spectacle of American military heroism which some critics believed sugar-coated the actual problems with the U.S. military intervention in Somalia, causing worries that a future U.S. adventure by the Bush administration and Pentagon would meet similar problems. There were reports, however, that in Somalian cinemas there were loud cheers as the Somalians in the film shot down the U.S. helicopter, and pursued and killed American soldiers, attesting to growing anti-American sentiment in the Muslim world against Bush administration policies. Television has been from its introduction in the 1940s a promoter of consumption spectacle, selling cars, fashion, home appliances, and other commodities along with consumer life-styles and values. It is also the home of sports spectacle like the Super Bowl or World Series, political spectacles like elections (or more recently, scandals), entertainment spectacle like the Oscars or Grammies, and its own spectacles like breaking news or special events. Following the logic of spectacle entertainment, contemporary television exhibits more hi-tech glitter, faster and glitzier editing, computer simulations, and with cable and satellite television, a fantastic array of every conceivable type of show and genre. TV is today a medium of spectacular programs like The X-Files or Buffy, the Vampire Slayer, and spectacles of everyday life such as MTV's The Real World and Road Rules, or the globally popular Survivor and Big Brother series. Real life events, however, took over TV spectacle in 2000-2001 in, first, an intense battle for the White House in a dead-heat election, that arguably constitutes one of the greatest political crimes and scandals in U.S. history (see Kellner 2001). After months of the Bush administration pushing the most hardright political agenda in memory and then deadlocking as the Democrats took control of the Senate in a dramatic party re-affiliation of Vermont’s Jim Jeffords, the world was treated to the most horrifying spectacle of the new millennium, the September 11 terror attacks and unfolding Terror War that has so far engulfed Afghanistan and Iraq. These events promise an unending series of deadly spectacle for the foreseeable future.6 Hence, we are emerging into a new culture of media spectacle that constitutes a novel configuration of economy, society, politics, and everyday life. It involves new cultural forms, social relations, and modes of experience. It is producing an ever-proliferating and expanding spectacle culture with its proliferating media forms, cultural spaces, and myriad forms of spectacle. It is evident in the U.S. as the new millennium unfolds and may well constitute emergent new forms of global culture. Critical social theory thus faces important challenges in theoretically mapping and analyzing these emergent forms of culture and society and the ways that they may contain novel forms of domination and oppression, as well as potential for democratization and social justice. Works Cited Debord, Guy. Society of the Spectacle. Detroit: Black and Red, 1967. Gabler, Neil. Life the Movie. How Entertainment Conquered Reality. New York: Alfred A. Knopf, 1998. Kellner, Douglas. Grand Theft 2000. Lanham, Md.: Rowman and Littlefield, 2001. Kellner, Douglas. From 9/11 to Terror War: Dangers of the Bush Legacy. Lanham, Md.: Rowman and Littlefield, 2003. Kellner, Douglas. Media Spectacle. London and New York: Routledge, 2003. Ritzer, George. The McDonaldization Thesis: Explorations and Extensions. Thousand Oaks, Cal. and London: Sage, 1998. Wolf, Michael J. Entertainment Economy: How Mega-Media Forces are Transforming Our Lives. New York: Times Books, 1999. Notes 1 See Douglas Kellner, Media Spectacle. London and New York: Routledge, 2003. 2 Wolf's book is a detailed and useful celebration of the "entertainment economy," although he is a shill for the firms and tycoons that he works for and celebrates them in his book. Moreover, while entertainment is certainly an important component of the infotainment economy, it is an exaggeration to say that it drives it and is actually propelling it, as Wolf repeatedly claims. Wolf also downplays the negative aspects of the entertainment economy, such as growing consumer debt and the ups and downs of the infotainment stock market and vicissitudes of the global economy. 3 Another source notes that "the average American household spent $1,813 in 1997 on entertainment -- books, TV, movies, theater, toys -- almost as much as the $1,841 spent on health care per family, according to a survey by the US Labor Department." Moreover, "the price we pay to amuse ourselves has, in some cases, risen at a rate triple that of inflation over the past five years" (USA Today, April 2, 1999: E1). The NPD Group provided a survey that indicated that the amount of time spent on entertainment outside of the home –- such as going to the movies or a sport event – was up 8% from the early to the late 1990s and the amount of time in home entertainment, such as watching television or surfing the Internet, went up 2%. Reports indicate that in a typical American household, people with broadband Internet connections spend 22% more time on all-electronic media and entertainment than the average household without broadband. See “Study: Broadband in homes changes media habits” (PCWORLD.COM, October 11, 2000). 4 Gabler’s book is a synthesis of Daniel Boorstin, Dwight Macdonald, Neil Poster, Marshall McLuhan, and other trendy theorists of media culture, but without the brilliance of a Baudrillard, the incisive criticism of an Adorno, or the understanding of the deeper utopian attraction of media culture of a Bloch or Jameson. Likewise, Gabler does not, a la cultural studies, engage the politics of representation, or its economics and political economy. He thus ignores mergers in the culture industries, new technologies, the restructuring of capitalism, globalization, and shifts in the economy that are driving the impetus toward entertainment. Gabler does get discuss how new technologies are creating new spheres of entertainment and forms of experience and in general describes rather than theorizes the trends he is engaging. 5 The project was designed and sold to the public in part through the efforts of the son of a former President, George W. Bush. Young Bush was bailed out of heavy losses in the Texas oil industry in the 1980s by his father's friends and used his capital gains, gleaned from what some say as illicit insider trading, to purchase part-ownership of a baseball team to keep the wayward son out of trouble and to give him something to do. The soon-to-be Texas governor, and future President of the United States, sold the new stadium to local taxpayers, getting them to agree to a higher sales tax to build the stadium which would then become the property of Bush and his partners. This deal allowed Bush to generate a healthy profit when he sold his interest in the Texas Rangers franchise and to buy his Texas ranch, paid for by Texas tax-payers (for sources on the scandalous life of George W. Bush and his surprising success in politics, see Kellner 2001 and the further discussion of Bush Jr. in Chapter 6). 6 See Douglas Kellner, From 9/11 to Terror War: Dangers of the Bush Legacy. Lanham, Md.: Rowman and Littlefield Citation reference for this article Substitute your date of access for Dn Month Year etc... MLA Style Kellner, Douglas. "Engaging Media Spectacle " M/C: A Journal of Media and Culture< http://www.media-culture.org.au/0306/09-mediaspectacle.php>. APA Style Kellner, D. (2003, Jun 19). Engaging Media Spectacle . M/C: A Journal of Media and Culture, 6,< http://www.media-culture.org.au/0306/09-mediaspectacle.php>

Things would never be the same again. As sales went through the roof, with some breathless estimates in the region of a 200% increase overnight, marketers practically wet their pants at the phenomenal success of the chocolate bar seen by millions in ET: the Extraterrestrial. That was back in 1982. Though not the first instance of product placement ‘at the movies’, the strategic placement of Reese’s Pieces in ET is often hailed as the triumphant marketing moment heralding the onset of the era of embedded advertising in popular media. Today, much media consumption is characterised by aggressive branding strategies. We’ve all seen ostentatious product wrangling – the unnatural handling of items (especially chocolate bars and bottled drinks) to best display their logo (regardless of considerations of verisimilitude, or even common sense), and ungainly product mentions in dialogue (who can forget the early Jude Law shocker Shopping?) that have passed into the realm of satire. In television and feature filmmaking, props bearing corporate trademarks not only supplement, but often sustain production budgets. Some programs appear to be entirely contrived around such sponsors. Australian commercial television makes no secret of the increasingly non-existent line between ‘entertainment’ and ‘advertising’, though it still purports to describe ‘lifestyle’ shows as ‘reality’ television. With the introduction of technologies like TiVO which enable consumers to skip over ads, the move is from ‘interruptive’ style advertising between programs or segments, to products insinuated in the décor – and increasingly scripts – of programs themselves, with correspondent online shopping opportunities for digital consumers. An entire industry of middle-people – sometimes euphemistically self-described as ‘prop houses’ – has sprung up to service the lucrative product placement industry, orchestrating the insertion of branded products into television and films. The industry has grown to such an extent that it holds an annual backpatting event, the Product Placement Awards, “to commemorate and celebrate product placement” in movies, television shows, music etc. But ‘advertising by stealth’ is not necessarily passively accepted by media consumers – nor media makers. The shoe-horning of brands and their logos into the products of popular culture not only defines the culture industry today, but also characterises much of the resistance to it. ‘Logo-backlash’ is seen as an inevitable response to the incursion of brands into public life, an explicit rejection of the practice of securing consumer mindshare, and subvertisements and billboard liberation activities have been mainstays of culture jamming for decades now. However, criticism of product placement remains highly problematic: when the Center for the Study of Commercialism argued that movies have become “dangerously” saturated with products and suggested that full disclosure in the form of a list, in a film’s credits, of paid product appearances, many noted the counterproductivity of such an approach, arguing that it would only result in further registration – and hence promotion – of the brand. Not everyone subscribes to advertising’s ‘any news is good news’ thesis, however. Peter Conheim and Steve Seidler decided to respond to the behemoth of product placement with a ‘catalogue of sins’. Their new documentary Value Added Cinema meticulously chronicles the appearance of placed products in Hollywood cinema. Here they discuss the film, which is continuing to receive rave reviews in the US and Europe. Danni Zuvela: Can you tell me a little about yourselves? Peter: I’m a musician and filmmaker living in the San Francisco Bay Area who wears too many hats. I play in three performing and recording groups (Mono Pause, Wet Gate, Negativland) and somehow found the time to sit in front of a Mac for six weeks to edit and mix VALUE-ADDED CINEMA. Because Steve is a persuasive salesperson. Steve: I’ve been a curator for the past decade and a half, showing experimental works week after week, month after month, year after year, at the Pacific Film Archive. It was about time to make a tape of my own and Peter was crazy enough to indulge me. DZ: Why product placement? Why do you think it’s important? Where did this documentary come from? S: Steven Spielberg released Minority Report last year and it just raised my hackles. The film actually encourages the world it seems to critique by stressing the inter-relationship of his alleged art with consumerism in the present day and then extending that into a vision of the future within the film itself. In other words, he has already realized the by-product of an alarming dystopia of surveillance, monolithic policing, and capital. That by-product is his film. The rumor mill says that he was reimbursed to the tune of $25 million for the placements. So not only can he not see a constructive path out of dystopia, a path leading toward a more liberating future, he makes millions from his exhausted imagination. What could be more cynical? But Spielberg isn’t alone within the accelerating subsumption of mainstream cinema into the spectacle of pure consumption. He’s just more visible than most. But to consider product placements more directly for a moment: during the past few years, mainstream cinema has been little more than an empty exercise in consumerist viewership. The market-driven incentives that shape films, determining story-lines, exaggerating cultural norms, striving toward particular demographics, whatever, have nothing to do with art or social change and everything to do with profit, pandering, and promulgation. Movies are product placements, the product is a world view of limitless consumption. Value-Added Cinema is about the product-that-announces-itself, the one we recognize as a crystallization of the more encompassing worldview, the sole commodity, spot-lit, adored, assimilated. So why Value-Added Cinema? You’ve got to start somewhere. DZ: Can you tell me a bit about the production process – how did you go about getting the examples you use in the film? Were there any copyright hassles? P: Steve did nearly all of the legwork in that he spent weeks and weeks researching the subject, both on-line and in speaking to people about their recollections of product placement sequences in films they’d seen. He then suffered through close to a hundred films on VHS and DVD, using the fast-forward and cue controls as often as possible, to locate said sequences. We then sat down and started cutting, based at first on groupings Steve had made (a bunch of fast food references, etc.). Using these as a springboard, we quickly realized the narrative potential inherent in all these “narrative film” clips , and before long we were linking sequences and making them refer to one another, sort of allowing a “plot” to evolve. And copyright hassles? Not yet! I say... bring ‘em on! I would be more than happy to fight for the existence of this project, and one of the groups I am in, Negativland, has a rather colourful history of “fair use” battles in the music arena (the most nefarious case, where the band was sued by U2 and their big-label music lawyers over a parody we made happened before I came on board, but there’s been some skirmishes since). We have folks who would be happy to help defend this sort of work in a court of law should the occasion arise. DZ: Can you talk to me about the cultural shift that’s occurred, where the old ‘Acme’ propmaster has been replaced by ‘product peddler’? What is this symptomatic of, and what’s its significance now? S: In the past, privacy existed because there were areas of experience and information that were considered off limits to exploitation. A kind of tacit social contract assumed certain boundaries were in place to keep corporate (and State) meddling at bay and to allow an uncontaminated space for disengaging from culture. Nowadays the violation of boundaries is so egregious it’s hard to be sure that those boundaries in fact exist. Part of that violation has been the encroachment, at every conceivable level, of daily experience by all manner of corporate messages—urinal strainers with logos, coffee jackets with adverts, decals on supermarket floors, temporary tattoos on random pedestrians. Engagement with corporate predation is now foisted on us 24 hours a day. It’s the GPS generation. The corporations want to know where we “are” at all times. Again: in the past there was a certain level of decorum about the sales pitch. That decorum has vanished and in its place is the inter-penetration of all our waking moments by the foghorn of capital. If that foghorn gets loud enough, we’ll never get any sleep. DZ: How do you think product placement affects the integrity of the film? P: Well, that’s definitely a question of the moment, as far as audience reactions to our screenings have been thus far. It really depends on the work itself, doesn’t it? I think we would be highly judgmental, and perhaps quite out of line, if we dismissed out of hand the idea of using actual products in films as some sort of rule. The value of using an actual product to the narrative of a film can’t be discounted automatically because we all know that there are stories to be told in actual, marketed products. Characterizations can develop. If a flustered James Cagney had held up a bottle of Fred’s Cola instead of Pepsi in the climactic shot of One, Two, Three (Billy Wilder’s 1963 Coke-executive comedy), it wouldn’t have resonated very well. And it’s an incredibly memorable moment (and, some might say, a little dig at both cola companies). But when you get into something like i am sam, where Sean Penn’s character not only works inside a Starbucks, and is shown on the job, in uniform and reading their various actual coffee product names aloud, over and over again, but also rides a bus with a huge Nike ad on the side (and the camera tracks along on the ad instead of the bus itself), plus the fact that he got onto that bus underneath an enormous Apple billboard (not shown in our work, actually), or that his lawyer has a can of Tab sitting on an entirely austere, empty table in front of a blank wall and the camera tracks downward for no other discernable purpose than to highlight the Tab can… you can see where I’m going with this. The battle lines are drawn in my mind. PROVE to me the value of any of those product plugs on Penn’s character, or Michelle Pfeiffer’s (his lawyer). DZ: What do you make of the arguments for product placement as necessary to, even enhancing, the verisimilitude of films? Is there a case to be made for brands appearing in a production design because they’re what a character would choose? S: It’s who makes the argument for product placements that’s troublesome. Art that I value is a sort of problem solving machine. It assumes that the culture we currently find ourselves strapped with is flawed and should be altered. Within that context, the “verisimilitude” you speak of would be erected only as a means for critique--not to endorse, venerate, or fortify the status quo. Most Hollywood features are little more than moving catalogs. P: And in the case of Jurassic Park that couldn’t be more explicit – the “fake” products shown in the amusement park gift shop in the film are the actual tie-in products available in stores and in Burger King at that time! Another film I could mention for a totally different reason is The Dark Backward (1991). Apparently due to a particular obsession of the director, the film is riddled with placements, but of totally fake and hilarious products (i.e. Blump’s Squeezable Bacon). Everyone who has seen the film remembers the absurdist products… couldn’t Josie and the Pussycats have followed this format, instead of loading the film with “funny” references to literally every megacorporation imaginable, and have been memorable for it? DZ: What do you think of the retroactive insertion of products into syndicated reruns of programs and films (using digital editing techniques)? Is this a troubling precedent? P: Again, to me the line is totally crossed. There’s no longer any justification to be made because the time and space of the original television show is lost at that point, so any possibility of “commentary” on the times, or development of the character, goes right out the window. Of course I find it a troubling precedent. It’s perhaps somewhat less troubling, but still distressing, to know that billboards on the walls of sports stadiums are being digitally altered, live, during broadcast, so that the products can be subtly switched around. And perhaps most disturbingly, at least here in the states, certain networks and programs have begun cross-dissolving to advertisements from program content, and vice-versa. In other words, since the advertisers are aware that the long-established “blackout” which precedes the start of advertising breaks on TV causes people to tune out, or turn the volume off, or have their newfangled sensing devices “zap” the commercial… so they’re literally integrating the start of the ad with the final frames of the program instead of going black, literally becoming part of the program. And we have heard about more reliance of products WITHIN the programs, but this just takes us right back to TV’s past, where game show contestants sat behind enormous “Pepsodent” adverts pasted right there on the set. History will eat itself… DZ: Could you imagine a way advertisers could work product placement into films where modern products just don’t fit, like set in the past or in alternate universes (Star Wars, LOTR etc)? P: Can’t you? In fact, it’s already happening. Someone told us about the use of products in a recent set-in-the-past epic… but the name of the film is escaping me. S: And if you can’t find a way to insert a product placement in a film than maybe the film won’t get made. The problem is completely solved with films like Star Wars and Lord of the Rings—most of the characters are available in the store as action figures making them de facto placements. In Small Soldiers just about every toy-sized character was, in fact, nicely packaged by Hasbro. DZ: What is the role of the logo in product placement? S: There are the stars, and there are the many supporting roles—the logo is just one of them. We’re hoping to see this category at the next Oscars. P: And categories like “Best Song” are essentially product placement categories already… DZ: I’ve heard about the future of product placement being branding in computer games, interactive shop-at-home television – what other visions of the (branded) future can you imagine? P: The future is now. If you can’t watch a documentary on so-called public television in this country without having text boxes pop up on screen to suggest “related” web sites which “might be of interest” to the viewer, you’re already well on the way to being part of a branded environment. Computer games already have ads built-in, and shop-at-home already seems plenty interactive (and isn’t internet shopping, also?). I think if the various mega-corporations can not only convince people to wear clothing emblazoned with their logo and product name, but so successfully convince us to pay for the privilege of advertising them, then we are already living in a totally branded future. Where else can it go? It may seem a trite statement but, to my mind, wearing an entire Nike outfit is the ultimate. At least the British ad company called Cunning Stunts actually PAYS their human billboards… but those folks have to agree to have the company logo temporarily tattooed onto their foreheads for three hours as they mingle in public. I’m not joking about this. DZ: Is there any response to product placement? How can audiences manage their interactions with these texts? S: Films have been boycotted for culturally heinous content, such as racist and homophobic characters. Why not boycott films because of their commodity content? Or better yet boycott the product for colluding with the filmmakers to invade your peace of mind? What I hope Value-Added Cinema does is sensitize us to the insinuation of the products, so that we critically detect them, rather than passively allow them to pass before us. When that happens, when we’re just insensate recipients of those advertising ploys, we’re lost. DZ: Do you have anything to add to contemporary debates on culture jamming, especially the charge that culture jamming’s political power is limited by its use of logos and signs? Anne Moore has written that detourning ads ends up just re-iterating the logo - “because corporate lifeblood is profit, and profit comes from name recognition”, culture jammers are “trafficking in the same currency as the corporations” – what do you think of this? P: It’s an interesting assertion. But the best culture jams I’ve seen make total mincemeat of the product being parodied; just as you can’t simply discount the use of actual products in films in the context of a narrative, you can’t NOT try to reclaim the use of a brand-name. Maybe it’s a dangerous comparison because “reclaiming” use of the word Coke is not like reclaiming the use of the word “queer”, but there’s something to it, I think. Also, I wear t-shirts with the names of bands I like sometimes (almost always my friends’ bands, but I suppose that’s beside the point). Am I buying into the advertising concept? Yes, to a certain extent, I am. I guess to me it’s about just what you choose to advertise. Or what you choose to parody. DZ: Do you have any other points you’d like to make about product placement, advertising by stealth, branding, mindshare or logos? P: I think what Steve said, that above all we hope with our video to help make people aware of how much they are advertised to, beyond accepting it as a mere annoyance, sums it up. So far, we’ve had some comments at screenings which indicate a willingness of people to want to combat this in their lives, to want to “do something” about the onslaught of product placement surrounding them, in films and elsewhere. Works Cited ET: The Extraterrestrial. Dir. Steven Spielberg. Prod. Kathleen Kennedy & Steven Spielberg, M. Universal Pictures 1982. Shopping. Dir. Paul Anderson. Prod. Jeremy Bolt , M. Concorde Pictures,1993. http://www.cspinet.org/ http://www.productplacementawards.com/ Links http://www.cspinet.org/ http://www.productplacementawards.com/ Citation reference for this article Substitute your date of access for Dn Month Year etc... MLA Style Zuvela, Danni. "An Interview with the Makers of Value-Added Cinema" M/C: A Journal of Media and Culture< http://www.media-culture.org.au/0306/03-valueadded.php>. APA Style Zuvela, D. (2003, Jun 19). An Interview with the Makers of Value-Added Cinema. M/C: A Journal of Media and Culture, 6,< http://www.media-culture.org.au/0306/03-valueadded.php>

Introduction Taste is considered a gustatory and physiological sense. It is also something that can be developed over time. In Bourdieu’s work taste is a matter of distinction, and a means of drawing boundaries between groups about what constitutes “good” taste. In this context it is necessary to perform or display tastes over and over again. This then becomes part of a cultural habitus, a code that can be read and understood. In the field of “feeding the family” (DeVault) for respondents in my study, healthy food prepared from scratch became the symbol of appropriate mothering, a means of demonstrating a middle class habitus, distinction, and taste. I use the term “family foodways” to emphasize how feeding the family encapsulates more than buying, preparing, cooking, and serving food, it incorporates the ways in which families practice, perform, and “do” family food. These family foodways are about the family of today, as well as an investment in the family of the future, through the reproduction and reinforcement of cultural values and tastes around food. In the UK, there are divisions between what might be considered appropriate and inappropriate family foodways, and a vilification of alternatives that lack time and effort. Warde identifies four antinomies of taste used by advertisers in the marketing of food: “novelty and tradition,” “health and indulgence,” “economy and extravagance,” and “convenience and care” (174). In relation to family foodways, there are inherent tensions in these antinomies, and for mothers in my study in order to demonstrate “care”, it was necessary to eschew “convenience.” Indeed, the time and effort involved in feeding the family healthy meals prepared from scratch becomes an important symbol of middle class taste and investment in the future. The alternative can be illustrated by reference to the media furore around Jamie Oliver’s comments in a Radio Times interview (that coincided with a TV series and book launch) in which Deans quotes Oliver: "You might remember that scene in [a previous series] of Ministry of Food, with the mum and the kid eating chips and cheese out of Styrofoam containers, and behind them is a massive f****** TV.” Oliver uses cultural markers of taste to highlight how “mum” was breaking the rules and conventions associated with appropriate or aspirational class based family foodways. We assume that the “mum and kid” were using their fingers, and not a knife and fork, and that the meal was not on a plate around a table but instead eaten in front of a “massive f****** TV.” Oliver uses these cultural markers of taste and distinction to commit acts of symbolic violence, defined by Bourdieu and Wacquant, as “the violence which is exercised upon a social agent with his or her complicity” (67), to confer judgement and moral approbation regarding family foodways. In this example, a lack of time and effort is associated with a lack of taste. And although this can be linked with poverty, this is not about a lack of money, as the mother and child are eating in front of a big television. Oliver is therefore drawing attention to how family foodways become cultural markers of taste and distinction. I argue that appropriate family foodways have become significant markers of taste, and draw on qualitative data to emphasise how respondents use these to position themselves as “good” mothers. Indeed, the manner of presenting, serving, and eating food fulfils the social function of legitimising social difference (Bourdieu 6). Indeed, Bourdieu claims that mothers are significant as the convertors of economic capital into cultural capital for their children; they are “sign bearing” carriers of taste (Skeggs 22). In taking time to prepare healthy meals from scratch, sourcing organic and/or local ingredients, accommodating each individual household members food preferences or individual health needs, being able to afford to waste food, to take time over the preparation, and eating of a meal around the table together, are all aspects of an aspirational model of feeding the family. This type of intensive effort around feeding becomes a legitimate means of demonstrating cultural distinction and taste. Research Background This paper draws on data from a qualitative study conducted over nine months in 2011. I carried out a series of asynchronous on-line interviews with seventy-five mostly middle class women and men between the ages of twenty-seven and eighty-five. One third of the respondents were male. Two thirds were parents at different stages in the life course, from those who were new to parenting to grand parents. There was also a range of family types including lone parents, and co-habiting and married couples with children (and step-children). The focus of the inquiry was food over the life course and respondents were invited to write their own autobiographical food narratives. Once respondents agreed to participate, I wrote to them: What I’m really after is your “food story.” Perhaps, this will include your earliest food memories, favourite foods, memorable food occasions, whether your eating habits have changed over time and why this may be. Also, absolutely anything food related that you'd like to share with me. For some, if this proved difficult, we engaged in an on-line interview in which I asked a series of questions centred on how they developed their own eating and cooking habits. I did not set out to question respondents specifically about “healthy” or “unhealthy” foodways and did not mention these terms at all. It was very much an open invitation for them to tell their stories in their words and on their terms. It was the common vocabularies (Mills) across the narratives that I was looking to discover, rather than directing these vocabularies in any particular way. I conducted several levels of analysis on the data and identified four themes on the family, health, the body, and the foodie. This discussion is based on the narratives I identified within the family theme. A Taste for “Healthy” Family Foodways When setting out on this research journey, I anticipated a considerable shift in gender roles within the home and a negotiated family model in which “everything could be negotiated” (Beck and Beck-Gernsheim xxi), especially “feeding the family” (De-Vault). Considering the rise of male celebrity chefs such as Jamie Oliver and the development of a distinct foodie identity (Naccarato and LeBesco, Johnston and Baumann, Cairns et al.), I envisaged that men would be more likely to take on this role. Given women’s roles outside the home, I also envisaged the use of convenience food, ready meals, and take-away food. However, what emerged was that women were highly resistant to any notion of relinquishing the responsibility for “feeding the family” (DeVault). Indeed, the women who were parents were keen to demonstrate how they engaged in preparing healthy, home-cooked meals from scratch for their families, despite having working identities. This commitment to healthy family foodways was used as a means of aligning themselves with an intensive mothering ideology (Hays) and to distance themselves from the alternative. It was a means of drawing distinctions and symbolising taste. When it comes to feeding the family, the “symbolic violence” (Bourdieu and Wacquant 167) afforded to mothers who transgress the boundaries of appropriate mothering by feeding their children unhealthy and/or convenience food, meant that mothers in my study only fed their children healthy food. It would be inconceivable for them to admit to anything else. This I consider a consequence of dualist and absolutist approaches to food and foodways, whereby “convenience” food continues to be demonised in family food discourses because it symbolises “lack” on many levels, specifically a lack of care and a lack of taste. This was not something I had anticipated at the beginning of the study; that mothers would not use convenience food and only prepared “healthy” meals was a surprise. This is indicative of the power of healthy food discourses and inappropriate family foodways, as symbolised by the mum feeding her kid “cheese and chips out of a Styrofoam container,” in informing respondents’ food narratives. I gained full ethical approval from my university and all respondents were given pseudonyms. The quotes I use here are taken from the narratives within the family theme and are representative of this theme. I cannot include all respondents’ narratives. I include quotes from Faye, a forty-six year-old Secretary married with one child; Laura, a thirty-five year-old Teaching Assistant, married with two children; Zoe, a forty-four year-old Recruiter, married with two children; Gaby, a fifty-one year old Architect Designer, married with two children; Ophelia, a fifty-three year-old Author, married with two children; Valerie, a forty-six year-old Website Manager, single with one child; and Chloe, a forty-six year old Occupational Health Sex Advisor, co-habiting with two children at home. Cooking “proper” healthy family meals is a skilled practice (Short) and a significant aspect of meaningful family-integration (Moiso et al.). It has symbolic and cultural capital and is indicative of a particular middle class habitus and this relates to taste in its broadest sense. Hence, Faye writes: My mum was a fabulous, creative cook; she loved reading cookery books and took great pride in her cooking. We didn't have a lot of money when we were young, but my mum was a very creative cook and every meal was completely delicious and homemade. Faye, despite working herself, and in common with many women juggling the second shift (Hochschild and Machung), is solely responsible for feeding her family. Indeed, Faye’s comments are strikingly similar to those in DeVault’s research carried out over twenty years ago; one of DeVault’s participants was quoted as saying that, “as soon as I get up on the morning or before I go to bed I’m thinking of what we’re going to eat tomorrow” (56). It is significant that cultural changes in the twenty years since DeVaults’ study were not reflected in respondents’ narratives. Despite women working outside of the home, men moving into the kitchen, and easy access to a whole range of convenience foods, women in my study adhered to “healthy” family foodways as markers of taste and distinction. Two decades later, Faye comments: Oh my goodness! I wake up each morning and the first thing I think about is what are we going to have for supper! It's such a drag, as I can never think of anything new or inspirational, despite the fact that we have lots of lovely cookery books! In many ways, these comments serve to reinforce further the status of “feeding the family” (DeVault) as central to maternal identity and part of delineating distinction and taste. Faye, in contrast to her own mother, has the additional pressure of having to cook new and inspirational food. Indeed, if preparing and purchasing food for herself or her family, Faye writes: I would make a packed lunch of something I really enjoyed eating, that's healthy, balanced and nutritious, with a little treat tucked in! […] I just buy things that are healthy and nutritious and things that might be interesting to appear in [my daughter’s] daily lunch box! However, by “just buying things that are healthy”, Faye is contributing to the notion that feeding the family healthily is easy, natural, care work and part of a particular middle class habitus. Again, this is part of what distinguishes cultural approaches to family foodways. Health and healthiness are part of a neo-liberal approach that is about a taste for the future. It is not about instant gratification, but about safeguarding health. Faye positions herself as the “guardian of health” (Beagan et al. 662). This demonstrates the extent to which the caringscape and healthscape can be intertwined (McKie et al.), as well as how health discourses seep into family foodways, whereby a “good mother” ensures the health of her children through cooking/providing healthy food or by being engaged in emotion (food) work. Faye reiterates this by writing, “if I have time [my cooking skills] […] are very good, if I don't they are rumbled together! But everything I cook is cooked with love!” Hence, this emotion work is not considered work at all, but an expression of love. Hence, in terms of distinction and taste, even when cooking is rushed it is conceptualised in the context of being prepared with love, in opposition to the cultural symbol of the mother and child “eating cheese and chips out of a Styrofoam container.” Convenience “Lacks” Taste In the context of Warde’s care and convenience antinomy, food associated with convenience is considered inappropriate. Cooking a family meal from scratch demonstrates care, convenience food for mothers symbolises “lack” on many levels. This lack of care is interwoven into a symbolic capital that supposes a lack of time, education, cultural capital, economic capital, and therefore a lack of taste. Hence, Laura writes: We never buy cakes and eat very few convenience foods, apart from the odd fish finger in a wrap, or a tin of beans. Ready meals and oven chips don’t appeal to me and I want my kids to grow up eating real food. It is notable that Laura makes the distinction between convenience and “real” food. Similarly, Zoe claims: We eat good interesting food every day at home and a takeaway once in a blue moon (2–3 times a year). Ready meals are unheard of here and we eat out sometimes (once a month). In Gaby’s account she makes reference to: “junk food, synthetic food and really overly creamy/stodgy cheap calorie foods” and claims that this kind of food makes her feel “revolted.” In James’s research she makes connections between “junk food” and “junk families.” In Gaby’s account she has a corporeal reaction to the thought of the type of food associated with cheapness and convenience. Ophelia notes that: After 15 years of daily cooking for my family I have become much more confident and proficient in food and what it really means. Today I balance the weekly meals between vegetarian, pasta, fish and meat and we have a lot of salad. I have been trying to cook less meat, maybe twice or sometimes including a roast at weekends, three times a week. Teens need carbs so I cook them most evenings but I don’t eat carbs myself in the evening now unless it’s a pasta dish we are all sharing. Here, Ophelia is highlighting the balance between her desires and the nutritional needs of her children. The work of feeding the family is complex and incorporates a balance of different requirements. The need to display appropriate mothering through feeding the family healthy meals cooked from scratch, was especially pertinent for women working and living on their own with children, such as Valerie: I am also responsible for feeding my daughter […] I make a great effort to make sure she is getting a balanced diet. To this end I nearly always cook meals from scratch. I use meal planners to get organised. I also have to budget quite tightly and meal planning helps with this. I aim to ensure we eat fish a couple of times a week, chicken a couple of times of week, red meat maybe once or twice and vegetarian once or twice a week. We always sit down to eat together at the table, even if it is just the two of us. It gives us a chance to talk and focus on each other. It is notable that Valerie insists that they sit down to eat at a table. This is a particular aspect of a middle class habitus and one that distinguishes Valerie’s family foodways from others, despite their low income. Hence, “proper” mothering is about cooking “proper” meals from scratch, even or perhaps especially if on a limited budget or having the sole responsibility for childcare. Chloe claims: I like to cook from scratch and meals can take time so I have to plan that around work [...] I use cookbooks for ideas for quick suppers [...] thinking about it I do spend quite a lot of time thinking about what I’m going to cook. I shop with meals in mind for each night of the week [...] this will depend on what’s available in the shops and what looks good, and then what time I get home. Here, food provision is ultimately tied up with class and status and again the provision of good “healthy” food is about good “healthy” parenting. It is about time and the lack of it. A lack of time due to having to work outside of the home and the lack of time to prepare or care about preparing healthy meals from scratch. Convenience food is clearly associated with low socio-economic status, a particular working class habitus and lack of care. Conclusion In an era of heightened neo-liberal individualism, there was little evidence of a “negotiated family model” (Beck and Beck-Gernsheim) within respondents’ narratives. Mothers in my study went to great lengths to emphasise that they fed their children “healthy” food prepared from scratch. Feeding the family is a central aspect of maternal identity, with intensive mothering practices (Hays) associated with elite cultural capital and a means of drawing distinctions between groups. Hence, despite working full time or part time, the blurring of boundaries between home and work, and the easy availability of convenience foods, ready-meals, and take-away food, women in my study were committed to feeding the family healthy meals cooked from scratch as a means of differentiating their family foodways from others. Dualist and absolutist approaches to food and foodways means that unhealthy and convenience food and foodways are demonised. They are derided and considered indicative of lack on many levels, especially in terms of lacking taste in its broadest sense. Unhealthy or convenient family foodways are associated with “other” (working class) mothering practices, whereby a lack of care indicates a lack of education, time, money, cultural capital, and taste. There are rigid cultural scripts of mothering, especially for middle class mothers concerned with distancing themselves from the symbol of the mum who feeds her children convenience food, or “cheese and chips out of Styrofoam containers in front of a f***ing big television.” References Beagan, Brenda, Gwen Chapman, Andrea D’Sylva, and Raewyn Bassett. “‘It’s Just Easier for Me to Do It’: Rationalizing the Family Division of Foodwork.” Sociology 42.4 (2008): 653–71. Beck, Ulrich, and Elisabeth Beck-Gernsheim. Individualization, Institutionalized Individualism and its Social and Political Consequences. London: Sage, 2002. Bourdieu, Pierre. Distinction: A Social Critique of the Judgement of Taste. London: Routledge, 1984. Bourdieu, Pierre, and Loïc Wacquant. An Invitation to Reflexive Sociology. Cambridge: Polity, 2002 [1992]. Cairns, Kate, Josée Johnston, and Shyon Baumann. “Caring about Food: Doing Gender in the Foodie Kitchen.” Gender and Society 24.5 (2010): 591–615. Deans, Jason. “Jamie Oliver Bemoans Chips, Cheese and Giant TVs of Modern-day Poverty.” The Guardian 27 Aug. 2013: 3. DeVault, Marjorie I. Feeding the Family. London: U of Chicago P., 1991. Hays, Sharon. The Cultural Contradictions of Motherhood. New Haven, CT: Yale UP, 1996. Hochschild, Arlie Russell, and Anne Machung, The Second Shift (2nd ed). London: Penguin Books, 2003. James, Allison. “Children’s Food: Reflections on Politics, Policy and Practices.” London: BSA Food Studies Conference, 2010. 3 Dec. 2013. ‹http://www.britsoc.co.uk/media/24962/AllisonJames.ppt‎›. James, Allison, Anne-Trine Kjørholt, and Vebjørg Tingstad. Eds. Children, Food and Identity in Everyday Life, London: Palgrave MacMillan, 2009. Johnston, Josée, and Shyon Baumann. Foodies, Democracy and Distinction in the Gourmet Kitchen. London: Routledge, 2010. McKie, Linda, Susan Gregory, and Sophia Bowlby. “Shadow Times: The Temporal and Spatial Frameworks and Experiences of Caring and Working.” Sociology 36.4 (2002): 897–924. Mills, Charles Wright. The Sociological Imagination. London: Penguin, 1959. Naccarato, Peter, and Kathleen LeBesco. Culinary Capital. London: Berg, 2012. Short, Frances. Kitchen Secrets: The Meaning of Cooking in Everyday Life. Oxford: Berg, 2006. Skeggs, Beverley. Class, Self and Culture. London: Routledge, 2004. Warde, Alan. Consumption, Food and Taste. London: Sage, 1997.

IntroductionIn July 1997, the Mackay campus of Central Queensland University hosted a conference with the theme Regional Australia: Visions of Mackay. It was the first academic conference to be held at the young campus, and its aim was to provide an opportunity for academics, business people, government officials, and other interested parties to discuss their visions for the development of Mackay, a regional community of 75,000 people situated on the Central Queensland coast (Danaher). I delivered a presentation at that conference and authored a chapter in the book that emerged from its proceedings. The chapter entitled “Mackay Online” explored the potential impact that the Internet could have on the Mackay region, particularly in the areas of regional business, education, health, and entertainment (Pace). Two decades later, how does the reality compare with that vision?Broadband BluesAt the time of the Visions of Mackay conference, public commercial use of the Internet was in its infancy. Many Internet services and technologies that users take for granted today were uncommon or non-existent then. Examples include online video, video-conferencing, Voice over Internet Protocol (VoIP), blogs, social media, peer-to-peer file sharing, payment gateways, content management systems, wireless data communications, smartphones, mobile applications, and tablet computers. In 1997, most users connected to the Internet using slow dial-up modems with speeds ranging from 28.8 Kbps to 33.6 Kbps. 56 Kbps modems had just become available. Lamenting these slow data transmission speeds, I looked forward to a time when widespread availability of high-bandwidth networks would allow the Internet’s services to “expand to include electronic commerce, home entertainment and desktop video-conferencing” (Pace 103). Although that future eventually arrived, I incorrectly anticipated how it would arrive.In 1997, Optus and Telstra were engaged in the rollout of hybrid fibre coaxial (HFC) networks in Sydney, Melbourne, and Brisbane for the Optus Vision and Foxtel pay TV services (Meredith). These HFC networks had a large amount of unused bandwidth, which both Telstra and Optus planned to use to provide broadband Internet services. Telstra's Big Pond Cable broadband service was already available to approximately one million households in Sydney and Melbourne (Taylor), and Optus was considering extending its cable network into regional Australia through partnerships with smaller regional telecommunications companies (Lewis). These promising developments seemed to point the way forward to a future high-bandwidth network, but that was not the case. A short time after the Visions of Mackay conference, Telstra and Optus ceased the rollout of their HFC networks in response to the invention of Asynchronous Digital Subscriber Line (ADSL), a technology that increases the bandwidth of copper wire and enables Internet connections of up to 6 Mbps over the existing phone network. ADSL was significantly faster than a dial-up service, it was broadly available to homes and businesses across the country, and it did not require enormous investment in infrastructure. However, ADSL could not offer speeds anywhere near the 27 Mbps of the HFC networks. When it came to broadband provision, Australia seemed destined to continue playing catch-up with the rest of the world. According to data from the Organisation for Economic Cooperation and Development (OECD), in 2009 Australia ranked 18th in the world for broadband penetration, with 24.1 percent of Australians having a fixed-line broadband subscription. Statistics like these eventually prompted the federal government to commit to the deployment of a National Broadband Network (NBN). In 2009, the Kevin Rudd Government announced that the NBN would combine fibre-to-the-premises (FTTP), fixed wireless, and satellite technologies to deliver Internet speeds of up to 100 Mbps to 90 percent of Australian homes, schools, and workplaces (Rudd).The rollout of the NBN in Mackay commenced in 2013 and continued, suburb by suburb, until its completion in 2017 (Frost, “Mackay”; Garvey). The rollout was anything but smooth. After a change of government in 2013, the NBN was redesigned to reduce costs. A mixed copper/optical technology known as fibre-to-the-node (FTTN) replaced FTTP as the preferred approach for providing most NBN connections. The resulting connection speeds were significantly slower than the 100 Mbps that was originally proposed. Many Mackay premises could only achieve a maximum speed of 40 Mbps, which led to some overcharging by Internet service providers, and subsequent compensation for failing to deliver services they had promised (“Optus”). Some Mackay residents even complained that their new NBN connections were slower than their former ADSL connections. NBN Co representatives claimed that the problems were due to “service providers not buying enough space in the network to provide the service they had promised to customers” (“Telcos”). Unsurprisingly, the number of complaints about the NBN that were lodged with the Telecommunications Industry Ombudsman skyrocketed during the last six months of 2017. Queensland complaints increased by approximately 40 percent when compared with the same period during the previous year (“Qld”).Despite the challenges presented by infrastructure limitations, the rollout of the NBN was a boost for the Mackay region. For some rural residents, it meant having reliable Internet access for the first time. Frost, for example, reports on the experiences of a Mackay couple who could not get an ADSL service at their rural home because it was too far away from the nearest telephone exchange. Unreliable 3G mobile broadband was the only option for operating their air-conditioning business. All of that changed with the arrival of the NBN. “It’s so fast we can run a number of things at the same time”, the couple reported (“NBN”).Networking the NationOne factor that contributed to the uptake of Internet services in the Mackay region after the Visions of Mackay conference was the Australian Government’s Networking the Nation (NTN) program. When the national telecommunications carrier Telstra was partially privatised in 1997, and further sold in 1999, proceeds from the sale were used to fund an ambitious communications infrastructure program named Networking the Nation (Department of Communications, Information Technology and the Arts). The program funded projects that improved the availability, accessibility, affordability, and use of communications facilities and services throughout regional Australia. Eligibility for funding was limited to not-for-profit organisations, including local councils, regional development organisations, community groups, local government associations, and state and territory governments.In 1998, the Mackay region received $930,000 in Networking the Nation funding for Mackay Regionlink, a project that aimed to provide equitable community access to online services, skills development for local residents, an affordable online presence for local business and community organisations, and increased external awareness of the Mackay region (Jewell et al.). One element of the project was a training program that provided basic Internet skills to 2,168 people across the region over a period of two years. A second element of the project involved the establishment of 20 public Internet access centres in locations throughout the region, such as libraries, community centres, and tourist information centres. The centres provided free Internet access to users and encouraged local participation and skill development. More than 9,200 users were recorded in these centres during the first year of the project, and the facilities remained active until 2006. A third element of the project was a regional web portal that provided a free easily-updated online presence for community organisations. The project aimed to have every business and community group in the Mackay region represented on the website, with hosting fees for the business web pages funding its ongoing operation and development. More than 6,000 organisations were listed on the site, and the project remained financially viable until 2005.The availability, affordability and use of communications facilities and services in Mackay increased significantly during the period of the Regionlink project. Changes in technology, services, markets, competition, and many other factors contributed to this increase, so it is difficult to ascertain the extent to which Mackay Regionlink fostered those outcomes. However, the large number of people who participated in the Regionlink training program and made use of the public Internet access centres, suggests that the project had a positive influence on digital literacy in the Mackay region.The Impact on BusinessThe Internet has transformed regional business for both consumers and business owners alike since the Visions of Mackay conference. When Mackay residents made a purchase in 1997, their choice of suppliers was limited to a few local businesses. Today they can shop online in a global market. Security concerns were initially a major obstacle to the growth of electronic commerce. Consumers were slow to adopt the Internet as a place for doing business, fearing that their credit card details would be vulnerable to hackers once they were placed online. After observing the efforts that finance and software companies were making to eliminate those obstacles, I anticipated that it would only be a matter of time before online transactions became commonplace:Consumers seeking a particular product will be able to quickly find the names of suitable suppliers around the world, compare their prices, and place an order with the one that can deliver the product at the cheapest price. (Pace 106)This expectation was soon fulfilled by the arrival of online payment systems such as PayPal in 1998, and online shopping services such as eBay in 1997. eBay is a global online auction and shopping website where individuals and businesses buy and sell goods and services worldwide. The eBay service is free to use for buyers, but sellers are charged modest fees when they make a sale. It exemplifies the notion of “friction-free capitalism” articulated by Gates (157).In 1997, regional Australian business owners were largely sceptical about the potential benefits the Internet could bring to their businesses. Only 11 percent of Australian businesses had some form of web presence, and less than 35 percent of those early adopters felt that their website was significant to their business (Department of Industry, Science and Tourism). Anticipating the significant opportunities that the Internet offered Mackay businesses to compete in new markets, I recommended that they work “towards the goal of providing products and services that meet the needs of international consumers as well as local ones” (107). In the two decades that have passed since that time, many Mackay businesses have been doing just that. One prime example is Big on Shoes (bigonshoes.com.au), a retailer of ladies’ shoes from sizes five to fifteen (Plane). Big on Shoes has physical shopfronts in Mackay and Moranbah, an online store that has been operating since 2009, and more than 12,000 followers on Facebook. This speciality store caters for women who have traditionally been unable to find shoes in their size. As the store’s customer base has grown within Australia and internationally, an unexpected transgender market has also emerged. In 2018 Big on Shoes was one of 30 regional businesses featured in the first Facebook and Instagram Annual Gift Guide, and it continues to build on its strengths (Cureton).The Impact on HealthThe growth of the Internet has improved the availability of specialist health services for people in the Mackay region. Traditionally, access to surgical services in Mackay has been much more limited than in metropolitan areas because of the shortage of specialists willing to practise in regional areas (Green). In 2003, a senior informant from the Royal Australasian College of Surgeons bluntly described the Central Queensland region from Mackay to Gladstone as “a black hole in terms of surgery” (Birrell et al. 15). In 1997 I anticipated that, although the Internet would never completely replace a visit to a local doctor or hospital, it would provide tools that improve the availability of specialist medical services for people living in regional areas. Using these tools, doctors would be able to “analyse medical images captured from patients living in remote locations” and “diagnose patients at a distance” (Pace 108).These expectations have been realised in the form of Queensland Health’s Telehealth initiative, which permits medical specialists in Brisbane and Townsville to conduct consultations with patients at the Mackay Base Hospital using video-conference technology. Telehealth reduces the need for patients to travel for specialist advice, and it provides health professionals with access to peer support. Averill (7), for example, reports on the experience of a breast cancer patient at the Mackay Base Hospital who was able to participate in a drug trial with a Townsville oncologist through the Telehealth network. Mackay health professionals organised the patient’s scans, administered blood tests, and checked her lymph nodes, blood pressure and weight. Townsville health professionals then used this information to advise the Mackay team about her ongoing treatment. The patient expressed appreciation that the service allowed her to avoid the lengthy round-trip to Townsville. Prior to being offered the Telehealth option, she had refused to participate in the trial because “the trip was just too much of a stumbling block” (Averill 7).The Impact on Media and EntertainmentThe field of media and entertainment is another aspect of regional life that has been reshaped by the Internet since the Visions of Mackay conference. Most of these changes have been equally apparent in both regional and metropolitan areas. Over the past decade, the way individuals consume media has been transformed by new online services offering user-generated video, video-on-demand, and catch-up TV. These developments were among the changes I anticipated in 1997:The convergence of television and the Internet will stimulate the creation of new services such as video-on-demand. Today television is a synchronous media—programs are usually viewed while they are being broadcast. When high-quality video can be transmitted over the information superhighway, users will be able to watch what they want, when and where they like. […] Newly released movies will continue to be rented, but probably not from stores. Instead, consumers will shop on the information superhighway for movies that can be delivered on demand.In the mid-2000s, free online video-sharing services such as YouTube and Vimeo began to emerge. These websites allow users to freely upload, view, share, comment on, and curate online videos. Subscription-based streaming services such as Netflix and Amazon Prime have also become increasingly popular since that time. These services offer online streaming of a library of films and television programs for a fee of less than 20 dollars per month. Computers, smart TVs, Blu-ray players, game consoles, mobile phones, tablets, and other devices provide a multitude of ways of accessing streaming services. Some of these devices cost less than 100 dollars, while higher-end electronic devices include the capability as a bundled feature. Netflix became available in Mackay at the time of its Australian launch in 2015. The growth of streaming services greatly reduced the demand for video rental shops in the region, and all closed down as a result. The last remaining video rental store in Mackay closed its doors in 2018 after trading for 26 years (“Last”).Some of the most dramatic transformations that have occurred the field of media and entertainment were not anticipated in 1997. The rise of mobile technology, including wireless data communications, smartphones, mobile applications, and tablet computers, was largely unforeseen at that time. Some Internet luminaries such as Vinton Cerf expected that mobile access to the Internet via laptop computers would become commonplace (Lange), but this view did not encompass the evolution of smartphones, and it was not widely held. Similarly, the rise of social media services and the impact they have had on the way people share content and communicate was generally unexpected. In some respects, these phenomena resemble the Black Swan events described by Nassim Nicholas Taleb (xvii)—surprising events with a major effect that are often inappropriately rationalised after the fact. They remind us of how difficult it is to predict the future media landscape by extrapolating from things we know, while failing to take into consideration what we do not know.The Challenge for MackayIn 1997, when exploring the potential impact that the Internet could have on the Mackay region, I identified a special challenge that the community faced if it wanted to be competitive in this new environment:The region has traditionally prospered from industries that control physical resources such as coal, sugar and tourism, but over the last two decades there has been a global ‘shift away from physical assets and towards information as the principal driver of wealth creation’ (Petre and Harrington 1996). The risk for Mackay is that its residents may be inclined to believe that wealth can only be created by means of industries that control physical assets. The community must realise that its value-added information is at least as precious as its abundant natural resources. (110)The Mackay region has not responded well to this challenge, as evidenced by measures such as the Knowledge City Index (KCI), a collection of six indicators that assess how well a city is positioned to grow and advance in today’s technology-driven, knowledge-based economy. A 2017 study used the KCI to conduct a comparative analysis of 25 Australian cities (Pratchett, Hu, Walsh, and Tuli). Mackay rated reasonably well in the areas of Income and Digital Access. But the city’s ratings were “very limited across all the other measures of the KCI”: Knowledge Capacity, Knowledge Mobility, Knowledge Industries and Smart Work (44).The need to be competitive in a technology-driven, knowledge-based economy is likely to become even more pressing in the years ahead. The 2017 World Energy Outlook Report estimated that China’s coal use is likely to have peaked in 2013 amid a rapid shift toward renewable energy, which means that demand for Mackay’s coal will continue to decline (International Energy Agency). The sugar industry is in crisis, finding itself unable to diversify its revenue base or increase production enough to offset falling global sugar prices (Rynne). The region’s biggest tourism drawcard, the Great Barrier Reef, continues to be degraded by mass coral bleaching events and ongoing threats posed by climate change and poor water quality (Great Barrier Reef Marine Park Authority). All of these developments have disturbing implications for Mackay’s regional economy and its reliance on coal, sugar, and tourism. Diversifying the local economy through the introduction of new knowledge industries would be one way of preparing the Mackay region for the impact of new technologies and the economic challenges that lie ahead.ReferencesAverill, Zizi. “Webcam Consultations.” Daily Mercury 22 Nov. 2018: 7.Birrell, Bob, Lesleyanne Hawthorne, and Virginia Rapson. The Outlook for Surgical Services in Australasia. Melbourne: Monash University Centre for Population and Urban Research, 2003.Cureton, Aidan. “Big Shoes, Big Ideas.” Daily Mercury 8 Dec. 2018: 12.Danaher, Geoff. Ed. Visions of Mackay: Conference Papers. Rockhampton: Central Queensland UP, 1998.Department of Communications, Information Technology and the Arts. Networking the Nation: Evaluation of Outcomes and Impacts. Canberra: Australian Government, 2005.Department of Industry, Science and Tourism. Electronic Commerce in Australia. Canberra: Australian Government, 1998.Frost, Pamela. “Mackay Is Up with Switch to Speed to NBN.” Daily Mercury 15 Aug. 2013: 8.———. “NBN Boost to Business.” Daily Mercury 29 Oct. 2013: 3.Gates, Bill. The Road Ahead. New York: Viking Penguin, 1995.Garvey, Cas. “NBN Rollout Hit, Miss in Mackay.” Daily Mercury 11 Jul. 2017: 6.Great Barrier Reef Marine Park Authority. Reef Blueprint: Great Barrier Reef Blueprint for Resilience. Townsville: Great Barrier Reef Marine Park Authority, 2017.Green, Anthony. “Surgical Services and Referrals in Rural and Remote Australia.” Medical Journal of Australia 177.2 (2002): 110–11.International Energy Agency. World Energy Outlook 2017. France: IEA Publications, 2017.Jewell, Roderick, Mary O’Flynn, Fiorella De Cindio, and Margaret Cameron. “RCM and MRL—A Reflection on Two Approaches to Constructing Communication Memory.” Constructing and Sharing Memory: Community Informatics, Identity and Empowerment. Eds. Larry Stillman and Graeme Johanson. Newcastle: Cambridge Scholars Publishing, 2007. 73–86.Lange, Larry. “The Internet: Where’s It All Going?” Information Week 17 Jul. 1995: 30.“Last Man Standing Shuts Doors after 26 Years of Trade.” Daily Mercury 28 Aug. 2018: 7.Lewis, Steve. “Optus Plans to Share Cost Burden.” Australian Financial Review 22 May 1997: 26.Meredith, Helen. “Time Short for Cable Modem.” Australian Financial Review 10 Apr. 1997: 42Nassim Nicholas Taleb. The Black Swan: The Impact of the Highly Improbable. New York: Random House, 2007.“Optus Offers Comp for Slow NBN.” Daily Mercury 10 Nov. 2017: 15.Organisation for Economic Cooperation and Development. “Fixed Broadband Subscriptions.” OECD Data, n.d. <https://data.oecd.org/broadband/fixed-broadband-subscriptions.htm>.Pace, Steven. “Mackay Online.” Visions of Mackay: Conference Papers. Ed. Geoff Danaher. Rockhampton: Central Queensland University Press, 1998. 111–19.Petre, Daniel and David Harrington. The Clever Country? Australia’s Digital Future. Sydney: Lansdown Publishing, 1996.Plane, Melanie. “A Shoe-In for Big Success.” Daily Mercury 9 Sep. 2017: 6.Pratchett, Lawrence, Richard Hu, Michael Walsh, and Sajeda Tuli. The Knowledge City Index: A Tale of 25 Cities in Australia. Canberra: University of Canberra neXus Research Centre, 2017.“Qld Customers NB-uN Happy Complaints about NBN Service Double in 12 Months.” Daily Mercury 17 Apr. 2018: 1.Rudd, Kevin. “Media Release: New National Broadband Network.” Parliament of Australia Press Release, 7 Apr. 2009 <https://parlinfo.aph.gov.au/parlInfo/search/display/display.w3p;query=Id:"media/pressrel/PS8T6">.Rynne, David. “Revitalising the Sugar Industry.” Sugar Policy Insights Feb. 2019: 2–3.Taylor, Emma. “A Dip in the Pond.” Sydney Morning Herald 16 Aug. 1997: 12.“Telcos and NBN Co in a Crisis.” Daily Mercury 27 Jul. 2017: 6.

IntroductionWithin Australia, the approach taken to the ways in which disabled people access television is heavily influenced by legislation and activism from abroad. This is increasingly the case as television moves to online modes of distribution where physical and legislative boundaries are more fluid. While early investigations of the intersections between television and the concept of abroad focused on the impacts of representation and national reputation (Boddy), the introduction of new media technologies saw a shifting focus towards the impact and introduction of new media technologies. Drawing on Chan’s definition of media internationalisation as “the process by which the ownership, structure, production, distribution, or content of a country’s media is influenced by foreign media interests, culture and markets” (Chan 71), this article considers the impacts of legislative and advocacy efforts abroad on Australian television audiences with disabilities accessing subscription Video on Demand (VOD).Subscription (VOD) services have caused a major shift in the way television is used and consumed in Australia. Prior to 2015, there was a small subscription VOD industry operating out of this country. Providers such as Quickflix had limited content and the bulk of VOD services used by Australians related to catch-up television, user-generated videos on YouTube or Vimeo, or accessing Netflix US illegally through virtual private networks (VPNs) and proxy services (Ryall; Lombato and Meese). VOD is distinct in that it is generally streamed over Internet-based online services and is not linear, giving viewers the opportunity to watch the video at any time once the programme is available. Unlike broadcast television, there is no particular government or corporate entity controlling the creation of VOD. These services take advantage of the time-shifted convenience of the medium. In addition, VOD is typically not terrestrial, traversing national boundaries and challenging audience expectations and legislative boundaries. This research is concerned with the subscriber model of VOD in Australia where subscribers pay a fee to gain access to large collections of content.This internationalising of television has also offered the opportunity for people with disabilities that previously excluded them from the practice of television consumption, to participate in this national pastime. On an international level, audio description is becoming more available on VOD than it is on broadcast television, thus allowing disabled people access to television. This article situates the Australian approach to VOD accessibility within a broader international framework to question whether the internationalisation of television has affected the ways in which of content is viewed, both at legislative and public levels. While providers are still governed by national regulations, these regulations are influenced by international legislation. Further, the presence and success of advocacy groups to agitate for change has exacerbated the way accessibility is viewed and defined in Australia. The role of the Accessible Netflix Project, in conjunction with changes in the 21st Century Communications and Video Accessibility Act (CVAA) in the USA, has not only reframed accessibility discourse in the US, but also, as companies such as Netflix move abroad, has potentially stimulated a shift in media accessibility standards in Australia.We focus in particular on the impact of three new services – Netflix Australia, Stan, and Presto Entertainment—which entered the Australian market in 2015. At the time, Australia was described as having entered the “streaming wars” and consumers were predicted to be the beneficiaries (Tucker). Despite international moves to improve the accessibility of VOD for disabled consumers, via legislation and advocacy, none of these providers launched with an accessibility policy in place. Even closed captions, whose provision on Australian broadcast television had been mandated via the broadcasting services act since the early 1990s, were conspicuously absent. The absence of audio description was less surprising. With the exception of a 12-week trial on the Australian Broadcasting Commission (ABC) in 2012 and a follow up trial on iView in 2015, audio description has never been available to Australian people who are vision impaired.The findings and methodology of this article are based on research into disability and streaming television in Australia, conducted in 2015 and 2016. Funded by the Australian Communications and Consumer Action Network (ACCAN), the 12-month project reviewed national and international policy; surveyed 145 people with disability; and conducted interviews with media professionals, policy advisors, accessibility advocates, and disabled Australian VOD consumers.Accessibility Abroad Impacting on Local Accessibility: The Netflix ModelDespite the lack of a clear accessibility policy, Netflix is in front in terms of accessibility, with captions available for most content. Audio description for some content became available in April 2015 shortly after its Australian launch. The introduction of this accessibility feature has been directly attributed to the advocacy efforts of the Accessible Netflix Project, an international online movement operating out of the US and advocating for improved accessibility of VOD in the US and abroad (Ellis & Kent). Similarly, Chris Mikul, author of Access on Demand, was interviewed as part of this research. He told us that Netflix’s provision of captions was due to the impacts of legislation in the USA, namely the CVAA. The CVAA, which we discuss later in the paper, while having no jurisdiction in Australia, has improved the availability of captions by mandating accessibility abroad. As a result, accessible content is imported into the Australian market. When Netflix introduced audio description on its original programming, the VOD provider described the access feature as an option customers could choose, “just like choosing the soundtrack in a different language” (Wright). However, despite successful trials, other VOD providers have not introduced audio description as a way to compete with Netflix, and there is no legislation in place regarding the provision of audio description in Australia. People with disability, including people with vision impairments, do use VOD and continue to have particular unmet access needs. As the Netflix example illustrates, both legislation and recognition of people with a disability as a key audience demographic will result in a more accessible television environment.Impact of International LegislationThe accessibility of VOD in Australia has been impacted upon by international legislation in three key ways: through comparative bench-marks, or industry expectations; via user-led expectations and awareness of differing policies and products; and also through the introduction of international providers onto the Australian VOD market, and the presence of parallel-import VOD services. While international VOD providers such as Netflix and iTunes have officially launched in Australia, Australian consumers, both prior to and after the official availability, often access the parallel USA versions of such services. Lombato and Meese theorise that the delays in content launches between the US and Australia, and the limitations caused by licensing agreements (reducing the content availability) have prompted the continued use of Netflix US and a “kind of transnational shop-front hopping” (126). This is significant for VOD content accessibility as it emphasises the effect of, and disparities in national legislation, whereby the same company provides accessible content only in locations in which it is subject to legal requirements. Our analysis of international policy regarding the accessibility of VOD has found a varied approach—from a complete absence of accessibility regulations (New Zealand), to a layering of policy through disability discrimination acts alongside new media laws (USA). Additionally, this need to address convergence and new media in media accessibility regulation is currently a subject being discussed at government levels in some countries, primarily in the UK (ATVOD). However, outside of the USA, there remains either a lack of accessibility policies for media, new or old—as is the case in Singapore—or a lack of policies that facilitate accessibility for the VOD market—such as in Australia where a level of accessibility is required for broadcasters and subscription television but not VOD.While these changes and advancements in accessibility are taking place abroad, the space that online businesses occupy is fluid. The accessibility requirements of physical spaces cross national boundaries, and operate across multiple media and technologies, and thus, multiple media laws. For example, Australian television broadcasters are subject to some captioning requirements, yet VOD is not. Furthermore, catch-up VOD services provided by mainstream Australian television broadcasters are not subject to these laws. While legislation that accommodates convergence and the new digital media landscape is logical (ACMA) there remain few examples globally that have made changes to reflect accessibility requirements in this context. The CVAA in the US is perhaps the most effective to date, specifically addressing the issue of access to modern communications for people with disability.The CVAA and CaptioningThe CVAA seeks to ensure that “accessibility laws enacted in the 1980s and 1990s are brought up to date with 21st century technologies, including new digital, broadband, and mobile innovations” (FCC). The CVAA is designed to be forward-thinking and evolve with changing technologies (Varley). As such, the Act has been distinctive in its approach to accessibility for Internet protocol delivered video programming, including VOD. While full accessibility requirements, such as the inclusion of audio description are not addressed, the Act is considered to be the most accessible globally in its requirements for captioning of all content—specifically, English and Spanish—across cable, broadcast, satellite, and VOD content. VOD apps, plug-ins and devices are also required to implement the complete captioning capabilities, with specific requirements for personalised presentation, colour, size, and fonts. This requirement is applied to video programming distributors and to video programming owners. Indeed, programmers are expected to provide captioning compliance certificates, and distributors are required to report a failure to do so. Quality standards have also been established, with an emphasis not simply on the presence of captioning, but also on accuracy, synchronicity, completeness, and appropriate placement of captions. Despite an absence of similar legislation locally, the impacts of these foreign interests will penetrate the Australian market.In Australia, the example set by the CVAA has warranted recommendations by the ACMA and Media Access Australia. In a recent interview, Chris Mikul reinforced the position that, in order for the accessibility of VOD to improve in Australia, a similar Act is needed to the one established in the US. According to Mikul, “The CVAA in the US bridges the gap to some extent with captioning, although it doesn’t venture into online audio description. […] We need something like the CVAA here” (Mikul).Beyond the impact of the CVAA on US VOD programming, the Americans with Disabilities Act (ADA) (1990) has been significant in the developing captioning requirements of the CVAA. In 2010, disability advocates seeking more accessible VOD services attempted to prosecute Netflix under the ADA. The National Association for the Deaf (NAD) argued that Netflix discriminated against those with a hearing impairment by not providing closed captions for all content. At this time, the CVAA did not include captioning requirements for VOD providers. Instead, it was argued that online businesses should be considered as a “place” of publication accommodation, and thus subject to the same standards and anti-discrimination laws. Netflix settled out of court in 2012, agreeing to caption 100% of its content by 2014 (Mullin; Wolford). However, a Federal Appeals Court later ruled that Netflix was not a place of public accommodation and therefore did not have to comply with the ruling (Hattem). Notably, during the case Netflix also argued that it should not be required to provide captions, as it was abiding by CVAA requirements at that time.Accessibility Activism and AdvocacyAdvocates for accessibility, such as the NAD, have impacted not only on the legislative framework for VOD in the USA, but also on the international public perception and expectation of accessibility. It is important to note that many of the help forums generated by international VOD providers mix customers from multiple countries, establishing a global space in which requirements, expectations and perceptions are shared. These spaces generate a transnational accessibility, providing an awareness of what provisions are being made in other countries, and where they are not. Orrego-Carmona conducted a study on subtitling for the purpose of language translation and found the globalisation of audio-visual content and international media flows have impacted on the public view of subtitling. Indeed, this finding can be extended to subtitling for people with disability. In the help forums for VOD providers, users identified an awareness of other more accessible media environments (such as whether companies provided closed captions in other countries), the impact of legislation in other countries on accessibility, and how or if international media companies were replicating accessibility standards transnationally. Social media campaigns, instigated in both the UK and the US are significant examples of consumer and public-led activism for accessibility. “LOVEFiLM hates deaf people”, #subtitleit, launched by the Action on Hearing Loss group in the UK, and #withcaptions, were all effective online campaigns launched by individuals and disability activist groups. In early 2014, comedian Mark Thomas, as part of his show 100 Acts of Minor Dissent, placed two large posters at the entrance to the offices of Amazon UK stating "LOVEFiLM hates deaf people." A subsequent petition through change.com attracted 15154 signatures, asking for rental DVDs that were subtitled to be listed, and all streamed content to be subtitled (https://www.change.org/p/lovefilm-amazon-prime-video-amazon-uk-please-list-your-subtitled-rental-dvds-and-subtitle-your-streamed-content). A year later, Amazon increased the subtitling of its content to 40 percent. As of June 2015 the company was working towards 100% subtitling. The petition turned its attention to Sky On Demand, initiated by Jamie Danjoux, a 17-year-old boy with hearing loss (https://www.change.org/p/sky-enable-subtitles-for-ondemand), has attracted 6556 signatures. The social media campaigns #subtitleit and #withcaptions similarly aimed to target both VOD providers and the government, with the aim for both consistent and compulsory captioning across all VOD content. While UK legislation is yet to specifically address VOD captioning, the subject of accessibility and VOD is currently being debated at policy level. It was also successful in gaining commitments from Sky and BT TV to improve subtitles for their VOD and catch-up VOD programming.In the USA, The Accessible Netflix Project and founder Robert Kingett have been significant advocates for the inclusion of audio description on Netflix and other US VOD providers. Further, while the Accessible Netflix Project has a focus on the United States, its prominence and effectiveness has facilitated awareness of the accessibility of VOD transnationally, and the group internally monitors and comments on international examples. This group was integral in persuading Netflix to provide audio descriptions, a move that has impacted on the level of accessibility worldwide.These advocacy efforts abroad have not only included Australian audiences via their invitations to participate in transnational online spaces, but their success also has direct impact on the availability of captions and audio description imported to Australian video on demand consumers. ConclusionThe national borders of television have always been permeable—with content from abroad influencing programming and culture. However, within Australia, borders have been erected around the television culture with long wait times between shows airing abroad and locally. In addition, licencing deals between overseas distributors and pay television have delayed the introduction of VOD until 2015. That year saw the introduction of three VOD providers to the Australian television landscape: Stan, Presto Entertainment, and Netflix Australia. With the introduction of VOD, it is not only international content that has altered television consumption. Overseas providers have established a firm place in the Australia television marketplace. Even before the formal launch of overseas VOD providers, disabled users were accessing content from providers such as Netflix USA via VPNs and tunnelling services, illustrating both the clear demand for VOD content, and demonstrating the multiple ways in which international legislation and provider approaches to accessibility have permeated the Australian television industry.The rapid increase of ways in which we watch television has increased its accessibility. The nature of video on demand—streamed online and nonlinear—means that the content accessed is no longer as restricted by space, time and television. Audiences are able to personalise and modify access, and can use multiple devices, with multiple assistive technologies and aids. This increasingly accessible environment is the result of legislative and advocacy efforts originating in other countries. Efforts to improve captions and introduce audio description, while not originating in Australia, have seen improvements to the availability of accessibility features for disabled Australian television audiences. To return to Chan’s definition of media internationalisation with which we began this article, a concern with television accessibility while not originating in Australia, has taken place due to the influence of “foreign media interests, culture and markets” (Chan 71).However, despite the increased potential for full accessibility, there remains deficits. Captions and audio description, the two main features that support the playback of online video content in an accessible way, are not consistently provided. There are no clear, applicable legislative requirements for VOD accessibility in Australia. This must change. Based on our research, change at government, industry and advocacy levels are required in order for VOD in Australia to become fully accessible. Legislation needs to be introduced that requires a minimum level of accessibility, including audio description accessibility, on broadcast television and VOD. Further, governments should work to ensure that PWD are aware of the accessibility features that are provided across all media. For VOD providers, it should be recognised that a significant portion of the consumer base could be PWD, or their families and friends may wish to share in the activity of VOD. Establishing an understanding of the different accessibility requirements may come from hiring specialised accessibility consultants to make platforms accessible and useable for PWD. For consumers of VOD and advocates of accessibility, participation in advocacy efforts that encourage and demand that VOD providers improve accessibility options have been shown to increase accessibility abroad, and should be applied to the Australian context.ReferencesACMA. Australian Government. Converged Legislative Frameworks: International Approaches. Jul. 2011. 1 Aug. 2016 <http://www.acma.gov.au/theACMA/Library/researchacma/Occasional-papers/coverged-legislative-frameworks-international-approaches>.ATVOD. Provision of Video on Demand Access Services: A Report on the Level of Provision by On Demand. UK: The Authority for Television on Demand, 18 Dec. 2015. 13 May 2016 <http://stakeholders.ofcom.org.uk/binaries/broadcast/on-demand/accesseuropean/AS_survey_report_2015.pdf>.Boddy, William. "U.S. Television Abroad: Market Power and National Introspection." Quarterly Review of Film and Video 15.2 (1994): 45-55.Chan, Joseph Man. "Media Internationalization in China: Processes and Tensions." Journal of Communication 44.3 (1994): 70-88.Ellis, Katie, and Mike Kent. "Accessible Television: The New Frontier in Disability Media Studies Brings Together Industry Innovation, Government Legislation and Online Activism." First Monday 20 (2015). <http://firstmonday.org/ojs/index.php/fm/article/view/6170>.FCC. 21st Century Communications and Video Accessibility Act (CVAA) 2010. USA: Federal Communications Commission. 27 May 2016 <https://www.fcc.gov/consumers/guides/21st-century-communications-and-video-accessibility-act-cvaa>.Hattem, Julian. “Court: Netflix Doesn’t Have to Comply with Disability Law.” The Hill, 3 Apr. 2015. 20 Aug. 2015 <http://thehill.com/policy/technology/237829-court-netflix-doesnt-have-to-comply-with-disability-law>.Lombato, Roman, and James Meese, eds. “Australia: Circumnavigation Goes Mainstream.” Geoblocking and Global Video Culture. Amsterdam: Institute of Network Cultures, 2016.Media Access Australia. “Policy and Expectations: What You Can Expect on Free-to-air Television.” Australia: Media Access Australia, 2013. 27 May 2016 <http://www.mediaaccess.org.au/tv-video/policy-and-expectations>.Mullin, Joe. “Netflix Settles with Deaf-Rights Group, Agrees to Caption All Videos by 2014.” Arstechnica 11 Oct. 2012. 1 Jan. 2014 <http://arstechnica.com/tech-policy/2012/10/netflix-settles-with-deaf-rights-group-agrees-to-caption-all-videos-by-2014/>.Orrego-Carmona, Daniel. “Subtitling, Video Consumption and Viewers.” Translation Spaces 3 (2014): 51-70.Ryall, Jenni. “How Netflix Is Dominating Australia from Abroad.” Mashable Australia 14 Jul. 2014. 14 Sep. 2016 <http://mashable.com/2014/07/14/how-netflix-is-dominating-australia-from-abroad/#kI9Af70FngqW>.Tucker, Harry. “Netflix Leads the Streaming Wars, Followed by Foxtel’s Presto.” News.com.au 24 Jun. 2015. 18 May 2016 <http://www.news.com.au/technology/home-entertainment/tv/netflix-leads- the-streaming-wars-followed-by-foxtels-presto/news story/7adf45dcd7d9486ff47ec5ea5951287f>.Unites States Government. Americans with Disabilities Act of 1990. 27 May 2016 <http://www.ada.gov/pubs/adastatute08.htm>.Varley, Alex. “New Access for a New Century: We Sit Down with Karen Peltz Strauss.” Media Access Australia 28 Aug. 2013. 27 May 2016 <http://www.mediaaccess.org.au/latest_news/australian-policy-and-legislation/new-access-for-a- new-century>.Wolford, Josh. “Netflix Will Caption All Streaming Videos by 2014, per Settlement.” WebProNews, 11 Oct. 2012. 1 Jan. 2014 <http://www.webpronews.com/netflix-will-caption-all-streaming-videos-by-2014-per-settlement-2012-10/>.Wright, Tracey. “Netflix Begins Audio Description for Visually Impaired.” Netflix, 14 Apr. 2015. 5 June 2016 <http://blog.netflix.com/2015/04/netflix-begins-audio-description-for.html>.

There's a moment in Chasing Amy (Kevin Smith, US, 1997) when the character Banky Edwards defends his masculinity. He and childhood friend Holden McNeil are artists who work on a comic named Bluntman and Chronic; Holden produces the pencil drawings which Banky inks over and colours in. When confronted with the suggestion that all he does is tracing, Banky first defends himself, and then resorts to physical and verbal violence: "I'LL TRACE A CHALK LINE AROUND YOUR DEAD FUCKING BODY, YOU FUCK ... YOUR MOTHER'S A TRACER!" (Smith 182, 184). Banky is defending the work that he does, the art, from charges that it is an infantile activity, and the violence he engages in is the kind of behaviour associated with masculinity in general and groups of young single men in particular, who "usually [have] a delinquent character, including a penchant for gratuitous violence" (Remy 45). Kevin Smith's first three films, Clerks (1994), Mallrats (1995) and Chasing Amy, formed a loose sequence known as the New Jersey Trilogy, with each focussing on the relationship between a sensitive male and his girlfriend. The relationship is threatened by interaction with the male's crude best friend. The films appear to be romantic comedies, a genre whose usual narrative trajectory is a series of barriers to social union in the form of marriage; however, aside from the studio-backed Mallrats, Smith's films resist the closure typical of his chosen genre. In Clerks and Mallrats the relationship is threatened by a lack of college aspirations, which would lead to a job which could support a nuclear family. Smith is depicting members of the slacker generation(popularised if not coined by Richard Linklater's film) or Generation-X (a term of earlier origin but used by Douglas Coupland's 1991 novel), who would not immediately be associated with work. However, here the lack of a solid job seems to be a cause for angst rather than for a liberation from the tyranny of full-time employment, and on closer inspection the characters' sense of self-worth is tied to their relation to the realm of work. Despite consciousness raising by feminists, it has been argued that the heterosexual male is still expected be "the strong rock, the sexual performer, expected to always cope, not to collapse, expected to be chivalrous, to mend fuses and flat tyres, to make the moves in courtship, expected not to be passive or weepy or frightened, expected to go to war and be killed, or be prepared to kill others" (Horrocks 143). The man without work is cast adrift, still in search of an identity. Banky's work is clearly linked to his sense of self-identity, otherwise he would not feel the need to defend it. The sorts of pressure put upon the male characters by their girlfriends, especially in Clerks and Mallrats, are echoed in anecdotal research conducted by Michael Lee Cohen, a twenty-something who felt that there was more to his generation then simply drop outs from society. He argued that, although the generation which reached its twenties in the mid to late 1980s and early 1990s is popularly thought of as a "dis-generation": "disenchanted, disenfranchised, disgruntled, disconnected, and disatisfied" (Cohen 3) as well as "disillusioned ... and frighteningly distrustful" (295), the truth was more complex. One interviewee described the pressure upon him as "Do well in school, do what the teachers say, get good grades, get out, get a boss, do what your boss says. And after thirty years you'll be a boss, and you'll be able to have kids and a car and a house and a lawn mower, and you'll die with an insurance policy that will provide for your kids' college education or their kids' or whatever" (224). This is equated by Cohen with the American Dream, an ideology which espouses concepts of freedom, both of movement and speech, of social mobility (upwards) and of second chances, but which can be boiled down to the need to consume disguised as the freedom to consume. To become a man is to enter into an order of consumption barely paid for by work. In his interviews, Cohen noted that few associated the American Dream with social justice, freedom or opportunity, but instead cited variations upon the materialistic "husband, wife, and a decimaled number of kids living in a nice house with a picket fence, two cars, and maybe a couple of dogs" (290). There remains the aspiration to the bourgeois nuclear family, despite this generation's experience of broken families. The males (and presumably females) are, to paraphrase Tyler Durden from Fight Club, a generation of males raised by women. Given their absent father, they are much less likely to have seen males acting as primary bread winners - especially when they have brought up by women, many of whom have had to work themselves. Furthermore the boom-bust cycle of economics over the last two decades and the explosion of commodity fetishism fed by ever increasing exposure to advertising produces a generation which aspires to owning material goods, but which often despairs of gaining employment which will pay for that consumerism. The New Jersey Trilogy focusses on members of just such uncertain men, men who are moving from the homosocial or fratriarchal bonds formed during school to the world of work and the pressure for a heterosexual bond. Fathers are absent from Smith's work, aside from Jared Svenning in Mallrats. (There are, on the other hand, mothers mentioned if not seen. An Oedipal analysis of Smith's characters would perhaps prove fruitful.) The sequence features men with no discernible job (Mallrats), dead end jobs (Clerks) and apparent dream jobs (Chasing Amy). Drawing comics for a living would appear to be a dream come true, but it has the unfortunate side effect of transforming leisure into work. Clearly work is not the only theme to be traced in the trilogy: the cases of fratriarchal bonds are illuminating for notions of masculinity, and I hope to publish my work on this elsewhere. Equally, despite the focus on male characters and their desire, the narrative comedicly undercuts masculinity in favour of the female characters, offering the space for a feminist interpretation. Smith is also concerned with depictions of race and homosexuality, and indeed of religious, particularly Catholic, belief. In the brief space available to me here I can only examine the theme of work. In Mallrats T S Quint and Brody Bruce go to the mall, not to shop, but to get away from their problems with respective girlfriends. T S is a student enmired in the ideological pressure of his heterosexual relationship. In contrast Brody has not got the kind of college ambitions that his girlfriend wishes him to have and still lives with his mother. Further, he has no visible means of support and seems unlikely to gain a job which will allow him to partake in the Dream. In addition, he and T S resist the work of consumerism, by window shopping rather than purchasing goods. This leads them into conflict with Shannon Hamilton, the manager of Fashionable Male, who hates mallrats for their lack of shopping agenda (cf. Fiske et al. and Fiske). With the addition of capital, the leisure time displayed in Mallrats could easily be transformed into work time. Whilst resisting being transformed into consumers, Brody and T S's winning back of their girlfriends (effectively as prizes in a tv quiz show) does place them within a bourgeois social order. Brody is rewarded with a career as a television host; given that this is on American television, it is likely that his work is in fact to deliver audiences to commercial breaks to provide the broadcaster's revenue (see Jhally). The central characters in Clerks work at neighbouring stores: Randal at a video rental store and Dante in a convenience store. Like Brody, Dante is expected to harbour college ambitions which would lift him out of this hell (his name is significant, and the script mentions that he has a copy of Inferno on his shelves [Smith 3]). Given their appearances in Clerks: The Animated Series (2000) and the cameos in Jay and Silent Bob Strike Back (2001) it seems unlikely that they are going to escape from these jobs - which after all would only ultimately substitute one job for another. The despair Dante feels in his work defines his character. As a retailer, he is stuck in a node between goods and consumer, within sight of the items which are part of the home but perhaps unable to afford them. Furthermore he is held responsible for the goods' inability to grant the pleasure which consumption always promises: whether it be cigarettes or pornography. His friend Randall, despite being surrounded by videos at his place of work, will drive to another video store to rent his own: "I work in a shitty video store. I want to go to a good video store so I can rent a good movie" (97). In this way Randal can at least make some attempt to maintain the distinction between work and leisure, whereas Dante brings his Saturday hockey game to work and plays it on the roof of the convenience store. Finally, in this brief survey, in Chasing Amy Holden and Banky have managed to escape their family homes and have carved out a bachelor life together, having turned their comics hobby into a business. What borders on an art form is implicated in economics, especially when it is revealed that likeness rights need to be paid to the originals of their Bluntman and Chronic characters, Jay and Silent Bob. Especially when compared to the other comic producers - the black and gay Hooper and the lesbian Alyssa Jones - the duo are highly successful, having both a comfortable income and fratriarchal bonds. However two things destroy the friendship: Banky's desire to to sell the rights to an animated cartoon version of their creation and Holden's on-off relationship with Alyssa. In a seemingly calculated rejection of the romantic comedy framework, Smith has Holden fall out with his friend and fail to win the girl. Holden retreats from economic success, killing off the creation, preferring to produce a more personal, self-financed comic, Chasing Amy, an account of his affair with Alyssa. This appears to be a step away from being exploited, as he appropriates the means of production, but just as the bourgeoise family is constructed to support capitalism and requires the individual to work, so his stepping away from capitalism removes him from the bourgeois order of the family. In the New Jersey trilogy Smith depicts representatives of generation-X, who nevertheless relate to different kinds of work. Selling goods is obviously work, but it should also be clear that leisure is work by other means. Even in the moments when characters attempt to escape from the breadwinning that used to be central to masculinity, the results still define their character. Work still defines a male character's sense of identity and his position within the social order. References Cohen, Michael Lee. The Twenty-Something American Dream: A Cross-Country Quest For A Generation. New York: Plume, 1994. Fiske, John. Reading the Popular. London: Routledge, 1989. Fiske, John, Bob Hodge, and Graeme Turner. Myths of Oz: Reading Australian Popular Culture. Sydney: Allen and Unwin, 1987. 95-116. Horrocks, Roger. Masculinity in Crisis. London: Macmillan, 1994. Jhally, Sut. The Codes of Advertising: Fetishism and the Political Economy of Meaning in the Consumer Society. London: Routledge, 1990. Remy, John. "Patriarchy and Fratriarchy as Forms of Androcracy." Men, Masculinities and Social Theory. Jeff Hearn and David Morgan (Eds.), London: Unwin, 1990. 43-54. Smith, Kevin. Clerks & Chasing Amy. London: Faber and Faber, 1997. Links http://www.marxists.org/archive/marx/works/1848/communist-manifesto/ch02.htm http://www.cs.caltech.edu/~adam/LEAD/genx.html http://uk.imdb.com/Title?0109445 http://uk.imdb.com/Title?0113749 http://uk.imdb.com/Title?0118842 Citation reference for this article MLA Style Butler, Andrew M.. "Work and Masculine Identity in Kevin Smith's New Jersey Trilogy " M/C: A Journal of Media and Culture 4.5 (2001). [your date of access] < http://www.media-culture.org.au/0111/Butler.xml >. Chicago Style Butler, Andrew M., "Work and Masculine Identity in Kevin Smith's New Jersey Trilogy " M/C: A Journal of Media and Culture 4, no. 5 (2001), < http://www.media-culture.org.au/0111/Butler.xml > ([your date of access]). APA Style Butler, Andrew M.. (2001) Work and Masculine Identity in Kevin Smith's New Jersey Trilogy . M/C: A Journal of Media and Culture 4(5). < http://www.media-culture.org.au/0111/Butler.xml > ([your date of access]).

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, Lipshitz 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 Lipshitz, 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>.

Our thesis is that the city’s ambience is now an unstable dialectic in which we are watchers and watched, mirrored and refracted in a landscape of iPhone auteurs, eTags, CCTV and sousveillance. Embrace ambience! Invoking Benjamin’s spirit, this article does not seek to limit understanding through restriction to a particular theme or theoretical construct (Buck-Morss 253). Instead, it offers snapshots of interactions at the dawn of the postmodern city. That bricolage also engages how people appropriate, manipulate, disrupt and divert urban spaces and strategies of power in their everyday life. Ambient information can both liberate and disenfranchise the individual. This article asks whether our era’s dialectics result in a new personhood or merely restate the traditional spectacle of ‘bright lights, big city’. Does the virtualized city result in ambient anomie and satiation or in surprise, autonomy and serendipity? (Gumpert 36) Since the steam age, ambience has been characterised in terms of urban sound, particularly the alienation attributable to the individual’s experience as a passive receptor of a cacophony of sounds – now soft, now loud, random and recurrent–from the hubbub of crowds, the crash and grind of traffic, the noise of industrial processes and domestic activity, factory whistles, fire alarms, radio, television and gramophones (Merchant 111; Thompson 6). In the age of the internet, personal devices such as digital cameras and iPhones, and urban informatics such as CCTV networks and e-Tags, ambience is interactivity, monitoring and signalling across multiple media, rather than just sound. It is an interactivity in which watchers observe the watched observing them and the watched reshape the fabric of virtualized cities merely by traversing urban precincts (Hillier 295; De Certeau 163). It is also about pervasive although unevenly distributed monitoring of individuals, using sensors that are remote to the individual (for example cameras or tag-readers mounted above highways) or are borne by the individual (for example mobile phones or badges that systematically report the location to a parent, employer or sex offender register) (Holmes 176; Savitch 130). That monitoring reflects what Doel and Clark characterized as a pervasive sense of ambient fear in the postmodern city, albeit fear that like much contemporary anxiety is misplaced–you are more at risk from intimates than from strangers, from car accidents than terrorists or stalkers–and that is ahistorical (Doel 13; Scheingold 33). Finally, it is about cooption, with individuals signalling their identity through ambient advertising: wearing tshirts, sweatshirts, caps and other apparel that display iconic faces such as Obama and Monroe or that embody corporate imagery such as the Nike ‘Swoosh’, Coca-Cola ‘Ribbon’, Linux Penguin and Hello Kitty feline (Sayre 82; Maynard 97). In the postmodern global village much advertising is ambient, rather than merely delivered to a device or fixed on a billboard. Australian cities are now seas of information, phantasmagoric environments in which the ambient noise encountered by residents and visitors comprises corporate signage, intelligent traffic signs, displays at public transport nodes, shop-window video screens displaying us watching them, and a plethora of personal devices showing everything from the weather to snaps of people in the street or neighborhood satellite maps. They are environments through which people traverse both as persons and abstractions, virtual presences on volatile digital maps and in online social networks. Spectacle, Anomie or Personhood The spectacular city of modernity is a meme of communication, cultural and urban development theory. It is spectacular in the sense that of large, artificial, even sublime. It is also spectacular because it is built around the gaze, whether the vistas of Hausmann’s boulevards, the towers of Manhattan and Chicago, the shopfront ‘sea of light’ and advertising pillars noted by visitors to Weimar Berlin or the neon ‘neo-baroque’ of Las Vegas (Schivelbusch 114; Fritzsche 164; Ndalianis 535). In the year 2010 it aspires to 2020 vision, a panoptic and panspectric gaze on the part of governors and governed alike (Kullenberg 38). In contrast to the timelessness of Heidegger’s hut and the ‘fixity’ of rural backwaters, spectacular cities are volatile domains where all that is solid continues to melt into air with the aid of jackhammers and the latest ‘new media’ potentially result in a hypereality that make it difficult to determine what is real and what is not (Wark 22; Berman 19). The spectacular city embodies a dialectic. It is anomic because it induces an alienation in the spectator, a fatigue attributable to media satiation and to a sense of being a mere cog in a wheel, a disempowered and readily-replaceable entity that is denied personhood–recognition as an autonomous individual–through subjection to a Fordist and post-Fordist industrial discipline or the more insidious imprisonment of being ‘a housewife’, one ant in a very large ant hill (Dyer-Witheford 58). People, however, are not automatons: they experience media, modernity and urbanism in different ways. The same attributes that erode the selfhood of some people enhance the autonomy and personhood of others. The spectacular city, now a matrix of digits, information flows and opportunities, is a realm in which people can subvert expectations and find scope for self-fulfillment, whether by wearing a hoodie that defeats CCTV or by using digital technologies to find and associate with other members of stigmatized affinity groups. One person’s anomie is another’s opportunity. Ambience and Virtualisation Eighty years after Fritz Lang’s Metropolis forecast a cyber-sociality, digital technologies are resulting in a ‘virtualisation’ of social interactions and cities. In post-modern cityscapes, the space of flows comprises an increasing number of electronic exchanges through physically disjointed places (Castells 2002). Virtualisation involves supplementation or replacement of face-to-face contact with hypersocial communication via new media, including SMS, email, blogging and Facebook. In 2010 your friends (or your boss or a bully) may always be just a few keystrokes away, irrespective of whether it is raining outside, there is a public transport strike or the car is in for repairs (Hassan 69; Baron 215). Virtualisation also involves an abstraction of bodies and physical movements, with the information that represents individual identities or vehicles traversing the virtual spaces comprised of CCTV networks (where viewers never encounter the person or crowd face to face), rail ticketing systems and road management systems (x e-Tag passed by this tag reader, y camera logged a specific vehicle onto a database using automated number-plate recognition software) (Wood 93; Lyon 253). Surveillant Cities Pervasive anxiety is a permanent and recurrent feature of urban experience. Often navigated by an urgency to control perceived disorder, both physically and through cultivated dominant theory (early twentieth century gendered discourses to push women back into the private sphere; ethno-racial closure and control in the Black Metropolis of 1940s Chicago), history is punctuated by attempts to dissolve public debate and infringe minority freedoms (Wilson 1991). In the Post-modern city unprecedented technological capacity generates a totalizing media vector whose plausible by-product is the perception of an ambient menace (Wark 3). Concurrent faith in technology as a cost-effective mechanism for public management (policing, traffic, planning, revenue generation) has resulted in emergence of the surveillant city. It is both a social and architectural fabric whose infrastructure is dotted with sensors and whose people assume that they will be monitored by private/public sector entities and directed by interactive traffic management systems – from electronic speed signs and congestion indicators through to rail schedule displays –leveraging data collected through those sensors. The fabric embodies tensions between governance (at its crudest, enforcement of law by police and their surrogates in private security services) and the soft cage of digital governmentality, with people being disciplined through knowledge that they are being watched and that the observation may be shared with others in an official or non-official shaming (Parenti 51; Staples 41). Encounters with a railway station CCTV might thus result in exhibition of the individual in court or on broadcast television, whether in nightly news or in a ‘reality tv’ crime expose built around ‘most wanted’ footage (Jermyn 109). Misbehaviour by a partner might merely result in scrutiny of mobile phone bills or web browser histories (which illicit content has the partner consumed, which parts of cyberspace has been visited), followed by a visit to the family court. It might instead result in digital viligilantism, with private offences being named and shamed on electronic walls across the global village, such as Facebook. iPhone Auteurism Activists have responded to pervasive surveillance by turning the cameras on ‘the watchers’ in an exercise of ‘sousveillance’ (Bennett 13; Huey 158). That mirroring might involve the meticulous documentation, often using the same geospatial tools deployed by public/private security agents, of the location of closed circuit television cameras and other surveillance devices. One outcome is the production of maps identifying who is watching and where that watching is taking place. As a corollary, people with anxieties about being surveilled, with a taste for street theatre or a receptiveness to a new form of urban adventure have used those maps to traverse cities via routes along which they cannot be identified by cameras, tags and other tools of the panoptic sort, or to simply adopt masks at particular locations. In 2020 can anyone aspire to be a protagonist in V for Vendetta? (iSee) Mirroring might take more visceral forms, with protestors for example increasingly making a practice of capturing images of police and private security services dealing with marches, riots and pickets. The advent of 3G mobile phones with a still/video image capability and ongoing ‘dematerialisation’ of traditional video cameras (ie progressively cheaper, lighter, more robust, less visible) means that those engaged in political action can document interaction with authority. So can passers-by. That ambient imaging, turning the public gaze on power and thereby potentially redefining the ‘public’ (given that in Australia the community has been embodied by the state and discourse has been mediated by state-sanctioned media), poses challenges for media scholars and exponents of an invigorated civil society in which we are looking together – and looking at each other – rather than bowling alone. One challenge for consumers in construing ambient media is trust. Can we believe what we see, particularly when few audiences have forensic skills and intermediaries such as commercial broadcasters may privilege immediacy (the ‘breaking news’ snippet from participants) over context and verification. Social critics such as Baudelaire and Benjamin exalt the flaneur, the free spirit who gazed on the street, a street that was as much a spectacle as the theatre and as vibrant as the circus. In 2010 the same technologies that empower citizen journalism and foster a succession of velvet revolutions feed flaneurs whose streetwalking doesn’t extend beyond a keyboard and a modem. The US and UK have thus seen emergence of gawker services, with new media entrepreneurs attempting to build sustainable businesses by encouraging fans to report the location of celebrities (and ideally provide images of those encounters) for the delectation of people who are web surfing or receiving a tweet (Burns 24). In the age of ambient cameras, where the media are everywhere and nowhere (and micro-stock photoservices challenge agencies such as Magnum), everyone can join the paparazzi. Anyone can deploy that ambient surveillance to become a stalker. The enthusiasm with which fans publish sightings of celebrities will presumably facilitate attacks on bodies rather than images. Information may want to be free but so, inconveniently, do iconoclasts and practitioners of participatory panopticism (Dodge 431; Dennis 348). Rhetoric about ‘citizen journalism’ has been co-opted by ‘old media’, with national broadcasters and commercial enterprises soliciting still images and video from non-professionals, whether for free or on a commercial basis. It is a world where ‘journalists’ are everywhere and where responsibility resides uncertainly at the editorial desk, able to reject or accept offerings from people with cameras but without the industrial discipline formerly exercised through professional training and adherence to formal codes of practice. It is thus unsurprising that South Australia’s Government, echoed by some peers, has mooted anti-gawker legislation aimed at would-be auteurs who impede emergency services by stopping their cars to take photos of bushfires, road accidents or other disasters. The flipside of that iPhone auteurism is anxiety about the public gaze, expressed through moral panics regarding street photography and sexting. Apart from a handful of exceptions (notably photography in the Sydney Opera House precinct, in the immediate vicinity of defence facilities and in some national parks), Australian law does not prohibit ‘street photography’ which includes photographs or videos of streetscapes or public places. Despite periodic assertions that it is a criminal offence to take photographs of people–particularly minors–without permission from an official, parent/guardian or individual there is no general restriction on ambient photography in public spaces. Moral panics about photographs of children (or adults) on beaches or in the street reflect an ambient anxiety in which danger is associated with strangers and strangers are everywhere (Marr 7; Bauman 93). That conceptualisation is one that would delight people who are wholly innocent of Judith Butler or Andrea Dworkin, in which the gaze (ever pervasive, ever powerful) is tantamount to a violation. The reality is more prosaic: most child sex offences involve intimates, rather than the ‘monstrous other’ with the telephoto lens or collection of nastiness on his iPod (Cossins 435; Ingebretsen 190). Recognition of that reality is important in considering moves that would egregiously restrict legitimate photography in public spaces or happy snaps made by doting relatives. An ambient image–unposed, unpremeditated, uncoerced–of an intimate may empower both authors and subjects when little is solid and memory is fleeting. The same caution might usefully be applied in considering alarms about sexting, ie creation using mobile phones (and access by phone or computer monitor) of intimate images of teenagers by teenagers. Australian governments have moved to emulate their US peers, treating such photography as a criminal offence that can be conceptualized as child pornography and addressed through permanent inclusion in sex offender registers. Lifelong stigmatisation is inappropriate in dealing with naïve or brash 12 and 16 year olds who have been exchanging intimate images without an awareness of legal frameworks or an understanding of consequences (Shafron-Perez 432). Cameras may be everywhere among the e-generation but legal knowledge, like the future, is unevenly distributed. Digital Handcuffs Generations prior to 2008 lost themselves in the streets, gaining individuality or personhood by escaping the surveillance inherent in living at home, being observed by neighbours or simply surrounded by colleagues. Streets offered anonymity and autonomy (Simmel 1903), one reason why heterodox sexuality has traditionally been negotiated in parks and other beats and on kerbs where sex workers ply their trade (Dalton 375). Recent decades have seen a privatisation of those public spaces, with urban planning and digital technologies imposing a new governmentality on hitherto ambient ‘deviance’ and on voyeuristic-exhibitionist practice such as heterosexual ‘dogging’ (Bell 387). That governmentality has been enforced through mechanisms such as replacement of traditional public toilets with ‘pods’ that are conveniently maintained by global service providers such as Veolia (the unromantic but profitable rump of former media & sewers conglomerate Vivendi) and function as billboards for advertising groups such as JC Decaux. Faces encountered in the vicinity of the twenty-first century pissoir are thus likely to be those of supermodels selling yoghurt, low interest loans or sportsgear – the same faces sighted at other venues across the nation and across the globe. Visiting ‘the mens’ gives new meaning to the word ambience when you are more likely to encounter Louis Vuitton and a CCTV camera than George Michael. George’s face, or that of Madonna, Barack Obama, Kevin 07 or Homer Simpson, might instead be sighted on the tshirts or hoodies mentioned above. George’s music might also be borne on the bodies of people you see in the park, on the street, or in the bus. This is the age of ambient performance, taken out of concert halls and virtualised on iPods, Walkmen and other personal devices, music at the demand of the consumer rather than as rationed by concert managers (Bull 85). The cost of that ambience, liberation of performance from time and space constraints, may be a Weberian disenchantment (Steiner 434). Technology has also removed anonymity by offering digital handcuffs to employees, partners, friends and children. The same mobile phones used in the past to offer excuses or otherwise disguise the bearer’s movement may now be tied to an observer through location services that plot the person’s movement across Google Maps or the geospatial information of similar services. That tracking is an extension into the private realm of the identification we now take for granted when using taxis or logistics services, with corporate Australia for example investing in systems that allow accurate determination of where a shipment is located (on Sydney Harbour Bridge? the loading dock? accompanying the truck driver on unauthorized visits to the pub?) and a forecast of when it will arrive (Monmonier 76). Such technologies are being used on a smaller scale to enforce digital Fordism among the binary proletariat in corporate buildings and campuses, with ‘smart badges’ and biometric gateways logging an individual’s movement across institutional terrain (so many minutes in the conference room, so many minutes in the bathroom or lingering among the faux rainforest near the Vice Chancellery) (Bolt). Bright Lights, Blog City It is a truth universally acknowledged, at least by right-thinking Foucauldians, that modernity is a matter of coercion and anomie as all that is solid melts into air. If we are living in an age of hypersocialisation and hypercapitalism – movies and friends on tap, along with the panoptic sorting by marketers and pervasive scrutiny by both the ‘information state’ and public audiences (the million people or one person reading your blog) that is an inevitable accompaniment of the digital cornucopia–we might ask whether everyone is or should be unhappy. This article began by highlighting traditional responses to the bright lights, brashness and excitement of the big city. One conclusion might be that in 2010 not much has changed. Some people experience ambient information as liberating; others as threatening, productive of physical danger or of a more insidious anomie in which personal identity is blurred by an ineluctable electro-smog. There is disagreement about the professionalism (for which read ethics and inhibitions) of ‘citizen media’ and about a culture in which, as in the 1920s, audiences believe that they ‘own the image’ embodying the celebrity or public malefactor. Digital technologies allow you to navigate through the urban maze and allow officials, marketers or the hostile to track you. Those same technologies allow you to subvert both the governmentality and governance. You are free: Be ambient! References Baron, Naomi. Always On: Language in an Online and Mobile World. New York: Oxford UP, 2008. Bauman, Zygmunt. Liquid Modernity. Oxford: Polity Press, 2000. Bell, David. “Bodies, Technologies, Spaces: On ‘Dogging’.” Sexualities 9.4 (2006): 387-408. Bennett, Colin. The Privacy Advocates: Resisting the Spread of Surveillance. Cambridge: MIT Press, 2008. Berman, Marshall. All That Is Solid Melts into Air: The Experience of Modernity. London: Verso, 2001. Bolt, Nate. “The Binary Proletariat.” First Monday 5.5 (2000). 25 Feb 2010 ‹http://131.193.153.231/www/issues/issue5_5/bolt/index.html›. Buck-Morss, Susan. The Dialectics of Seeing: Walter Benjamin and the Arcades Project. Cambridge: MIT Press, 1991. Bull, Michael. Sounding Out the City: Personal Stereos and the Management of Everyday Life. Oxford: Berg, 2003. Bull, Michael. Sound Moves: iPod Culture and the Urban Experience. London: Routledge, 2008 Burns, Kelli. Celeb 2.0: How Social Media Foster Our Fascination with Popular Culture. Santa Barbara: ABC-CLIO, 2009. Castells, Manuel. “The Urban Ideology.” The Castells Reader on Cities and Social Theory. Ed. Ida Susser. Malden: Blackwell, 2002. 34-70. Cossins, Anne, Jane Goodman-Delahunty, and Kate O’Brien. “Uncertainty and Misconceptions about Child Sexual Abuse: Implications for the Criminal Justice System.” Psychiatry, Psychology and the Law 16.4 (2009): 435-452. Dalton, David. “Policing Outlawed Desire: ‘Homocriminality’ in Beat Spaces in Australia.” Law & Critique 18.3 (2007): 375-405. De Certeau, Michel. The Practice of Everyday Life. Berkeley: University of California P, 1984. Dennis, Kingsley. “Keeping a Close Watch: The Rise of Self-Surveillance and the Threat of Digital Exposure.” The Sociological Review 56.3 (2008): 347-357. Dodge, Martin, and Rob Kitchin. “Outlines of a World Coming into Existence: Pervasive Computing and the Ethics of Forgetting.” Environment & Planning B: Planning & Design 34.3 (2007): 431-445. Doel, Marcus, and David Clarke. “Transpolitical Urbanism: Suburban Anomaly and Ambient Fear.” Space & Culture 1.2 (1998): 13-36. Dyer-Witheford, Nick. Cyber-Marx: Cycles and Circuits of Struggle in High Technology Capitalism. Champaign: U of Illinois P, 1999. Fritzsche, Peter. Reading Berlin 1900. Cambridge: Harvard UP, 1998. Gumpert, Gary, and Susan Drucker. “Privacy, Predictability or Serendipity and Digital Cities.” Digital Cities II: Computational and Sociological Approaches. Berlin: Springer, 2002. 26-40. Hassan, Robert. The Information Society. Cambridge: Polity Press, 2008. Hillier, Bill. “Cities as Movement Economies.” Intelligent Environments: Spatial Aspects of the Information Revolution. Ed. Peter Drioege. Amsterdam: Elsevier, 1997. 295-342. Holmes, David. “Cybercommuting on an Information Superhighway: The Case of Melbourne’s CityLink.” The Cybercities Reader. Ed. Stephen Graham. London: Routledge, 2004. 173-178. Huey, Laura, Kevin Walby, and Aaron Doyle. “Cop Watching in the Downtown Eastside: Exploring the Use of CounterSurveillance as a Tool of Resistance.” Surveillance and Security: Technological Politics and Power in Everyday Life. Ed. Torin Monahan. London: Routledge, 2006. 149-166. Ingebretsen, Edward. At Stake: Monsters and the Rhetoric of Fear in Public Culture. Chicago: U of Chicago P, 2001. iSee. “Now More Than Ever”. 20 Feb 2010 ‹http://www.appliedautonomy.com/isee/info.html›. Jackson, Margaret, and Julian Ligertwood. "Identity Management: Is an Identity Card the Solution for Australia?” Prometheus 24.4 (2006): 379-387. Jermyn, Deborah. Crime Watching: Investigating Real Crime TV. London: IB Tauris, 2007. Kullenberg, Christopher. “The Social Impact of IT: Surveillance and Resistance in Present-Day Conflicts.” FlfF-Kommunikation 1 (2009): 37-40. Lyon, David. Surveillance as Social Sorting: Privacy, Risk and Digital Discrimination. London: Routledge, 2003. Marr, David. The Henson Case. Melbourne: Text, 2008. Maynard, Margaret. Dress and Globalisation. Manchester: Manchester UP, 2004. Merchant, Carolyn. The Columbia Guide to American Environmental History. New York: Columbia UP, 2002. Monmonier, Mark. “Geolocation and Locational Privacy: The ‘Inside’ Story on Geospatial Tracking’.” Privacy and Technologies of Identity: A Cross-disciplinary Conversation. Ed. Katherine Strandburg and Daniela Raicu. Berlin: Springer, 2006. 75-92. Ndalianis, Angela. “Architecture of the Senses: Neo-Baroque Entertainment Spectacles.” Rethinking Media Change: The Aesthetics of Tradition. Ed. David Thorburn and Henry Jenkins. Cambridge: MIT Press, 2004. 355-374. Parenti, Christian. The Soft Cage: Surveillance in America. New York: Basic Books, 2003. Sayre, Shay. “T-shirt Messages: Fortune or Folly for Advertisers.” Advertising and Popular Culture: Studies in Variety and Versatility. Ed. Sammy Danna. New York: Popular Press, 1992. 73-82. Savitch, Henry. Cities in a Time of Terror: Space, Territory and Local Resilience. Armonk: Sharpe, 2008. Scheingold, Stuart. The Politics of Street Crime: Criminal Process and Cultural Obsession. Philadephia: Temple UP, 1992. Schivelbusch, Wolfgang. Disenchanted Night: The Industrialization of Light in the Nineteenth Century. Berkeley: U of California Press, 1995. Shafron-Perez, Sharon. “Average Teenager or Sex Offender: Solutions to the Legal Dilemma Caused by Sexting.” John Marshall Journal of Computer & Information Law 26.3 (2009): 431-487. Simmel, Georg. “The Metropolis and Mental Life.” Individuality and Social Forms. Ed. Donald Levine. Chicago: University of Chicago P, 1971. Staples, William. Everyday Surveillance: Vigilance and Visibility in Postmodern Life. Lanham: Rowman & Littlefield, 2000. Steiner, George. George Steiner: A Reader. New York: Oxford UP, 1987. Thompson, Emily. The Soundscape of Modernity: Architectural Acoustics and the Culture of Listening in America. Cambridge: The MIT Press, 2004. Wark, Mackenzie. Virtual Geography: Living with Global Media Events. Bloomington: Indiana UP, 1994. Wilson, Elizabeth. The Sphinx in the City: Urban Life, the Control of Disorder and Women. Berkeley: University of California P, 1991. Wood, David. “Towards Spatial Protocol: The Topologies of the Pervasive Surveillance Society.” Augmenting Urban Spaces: Articulating the Physical and Electronic City. Eds. Allesandro Aurigi and Fiorella de Cindio. Aldershot: Ashgate, 2008. 93-106.

BackgroundIn the centuries since Odysseus entrusted his son Telemachus to Athena, biographical, literary, and historical accounts have cemented the concept of mentorship into our collective consciousness. Early foundational research characterised mentors as individuals who help us transition through different phases of our lives. Chief among these phases is the progression from adolescence to adulthood, during which we “imagine exciting possibilities for [our lives] and [struggle] to attain the ‘I am’ feeling in this dreamed-of self and world” (Levinson 93). Previous research suggests that mentoring can positively impact a range of developmental outcomes including emotional/behavioural resiliency, academic attainment, career advancement, and organisational productivity (DuBois et al. 57-91; Eby et al. 441-76; Merriam 161-73). The growth of formal mentoring programs, such as Big Brothers-Big Sisters, has further strengthened our belief in the value of mentoring in personal, academic and career contexts (Eby et al. 441-76).In recent years, claims of mentorship uptake have become widespread, even ubiquitous, ranging from codified components of organisational mandates to casual bragging rights in coffee shop conversations (Eby et al. 441-76). Is this a sign that mentorship has become indispensable to personal and professional development, or is mentorship simply in vogue? In this paper, we examine uses of, and corresponding meanings attached to, mentorship. Specifically, we compare popular news portrayals of mentoring with meanings ascribed to mentoring relationships by academics who are part of formal mentoring programs.MethodsWe searched for articles published in the New York Times between July and December 2015. Search terms used included: mentor, mentors, mentoring or mentorship. This U.S. national newspaper was chosen for its broad focus, and large online readership. It is among the most widely read online newspapers worldwide (World Association of Newspapers and News Publishers). Our search generated 536 articles. We conducted a qualitative thematic contentan alysis to explore the nature, scope, and importance of mentorship, as depicted in these media accounts. We compared media themes identified through this analysis with those generated through in-depth interviews previously conducted with 23 academic faculty in mentoring programs at the University of Calgary (Canada). Data were extracted by two authors, and discrepancies in interpretation were resolved through discussion with a third author.The Many Faces of MentorshipIn both interviews and New York Times (NYT) accounts, mentorship is portrayed as part of the “fabric” of contemporary culture, and is often viewed as essential to career advancement. As one academic we interviewed commented: “You know the worst feeling in the world [as a new employee] is...to feel like you’re floundering and you don’t know where to turn.” In 322 NYT articles, mentorship was linked to professional successes across a variety of disciplines, with CEOs, and popular culture icons, such as rap artists and sports figures, citing mentorship as central to their achievements. Mentorship had a particularly strong presence in the arts (109 articles), sports (62 articles) business (57 articles), politics (36 articles), medicine (26 articles), and law (21 articles).In the NYT, mentorship was also a factor in student achievement and social justice issues including psychosocial and career support for refugees and youth from low socioeconomic backgrounds; counteracting youth radicalisation; and addressing gender inequality in the workplace. In short, mentorship appears to have been taken up as a panacea for a variety of social and economic ills.Mentor Identities and RolesWhile mentors in academia were supervisors or colleagues, NYT articles portrayed mentors more broadly, as family members, employers, friends and peers. Mentoring relationships typically begin with a connection which often manifests as shared experiences or goals (Merriam). One academic interviewee described mentorship in these terms: “There’s something there that you both really respect and value.” In many NYT accounts, the connection between mentors and mentees was similarly emphasized. As a professional athlete noted: “To me, it's not about collecting [mentors]...It's if the person means something to me...played some type of role in my life” (Shpigel SP.1).While most mentoring relationships develop organically, others are created through formal programs. In the NYT, 33 articles described formal programs to support career/skills development in the arts, business, and sports, and behaviour change in at-risk youth. Although many such programs relied on volunteers, we noted instances in professional sports and business where individuals were hired to provide mentorship. We also saw evidence to suggest that formal programs may be viewed as a quick fix, or palatable alternative, to more costly, or long-term organisational or societal change. For instance, one article on operational challenges at a law firm noted: “The firm's leadership...didn't want to be told that they needed to overhaul their entire organizational philosophy.... They wanted to be told that the firm's problem was work-family conflict for women, a narrative that would allow them to adopt a set of policies specifically aimed at helping women work part time, or be mentored” (Slaughter SR.1).Mutuality of the RelationshipEffective mentoring occurs when both mentors and mentees value these relationships. As one academic interviewee noted: “[My mentor] asked me for advice on certain things about where they’re going right career wise... I think that’s allowed us to have a stronger sort of mentoring relationship”. Some NYT portrayals of mentorship also suggested rich, reciprocal relationships. A dancer with a ballet company described her mentor:She doesn't talk at you. She talks with you. I've never thought about dancing as much as I've thought about it working with her. I feel like as a ballerina, you smile and nod and you take the beating. This is more collaborative. In school, I was always waiting to find a professor that I would bond with and who would mentor me. All I had to do was walk over to Barnard, get into the studio, and there she was. I found Twyla. Or she found me. (Kourlas AR.7)The mutuality of the mentorship evident in this dancer’s recollection is echoed in a NYT account of the role of fashion models in mentoring colleagues: “They were...mentors and connectors and facilitators, motivated...by the joy of discovering talent and creating beauty” (Trebay D.8). Yet in other media accounts, mentorship appeared unidirectional, almost one-dimensional: “Judge Forrest noted in court that he had been seen as a mentor for young people” (Moynihan A.21). Here, the focus seemed to be on the benefits, or status, accrued by the mentor. Importance of the RelationshipAcademic interviewees viewed mentors as sources of knowledge, guidance, feedback, and sponsorship. They believed mentorship had profoundly impacted their careers and that “finding a mentor can be one of the most important things” anyone could do. In the NYT portrayals, mentors were also recognized for the significant, often lasting, impact they had on the lives of their mentees. A choreographer said “the lessons she learned from her former mentor still inspire her — ‘he sits on my shoulder’” (Gold CT 11). A successful CEO of a software firm recollected how mentors enabled him to develop professional confidence: “They would have me facilitate meetings with clients early on in my career. It helped build up this reservoir of confidence” (Bryant, Candid Questions BU.2).Other accounts in academic interviews and NYT highlighted how defining moments in even short-term mentoring relationships can provoke fundamental and lasting changes in attitudes and behaviours. One interviewee who recently experienced a career change said she derived comfort from connecting with a mentor who had experienced a similar transition: “oh there’s somebody [who] talks my language...there is a place for me.” As a CEO in the NYT recalled: “An early mentor of mine said something to me when I was going to a new job: ‘Don't worry. It's just another dog and pony show.’ That really stayed with me” (Bryant, Devil’s Advocate BU.2). A writer quoted in a NYT article also recounted how a chance encounter with a mentor changed the course of his career: “She said... that my problem was not having career direction. ‘You should become a teacher,’ she said. It was an unusual thing to hear, since that subject had never come up in our conversations. But I was truly desperate, ready to hear something different...In an indirect way, my life had changed because of that drink (DeMarco ST.6).Mentorship was also celebrated in the NYT in the form of 116 obituary notices as a means of honouring and immortalising a life well lived. The mentoring role individuals had played in life was highlighted alongside those of child, parent, grandparent and spouse.Metaphor and ArchetypeMetaphors imbue language with imagery that evokes emotions, sensations, and memories in ways that other forms of speech or writing cannot, thus enabling us communicate complex ideas or beliefs. Academic interviewees invoked various metaphors to illustrate mentorship experiences. One interviewee spoke of the “blossoming” relationship while another commented on the power of the mentoring experience to “lift your world”. In the NYT we identified only one instance of the use of metaphor. A CEO of a non-profit organisation explained her mentoring philosophy as follows: “One of my mentors early on talked about the need for a leader to be a ‘certain trumpet’. It comes from Corinthians, and it's a very good visualization -- if the trumpet isn't clear, who's going to follow you?” (Bryant, Zigzag BU.2).By comparison, we noted numerous instances in the NYT wherein mentors were present as characters, or archetypes, in film, performing arts, and television. Archetypes exhibit attributes, or convey meanings, that are instinctively understood by those who share common cultural, societal, or racial experiences (Lane 232) For example, a NYT film review of The Assassin states that “the title character [is] trained in her deadly vocation by a fierce, soft-spoken mentor” (Scott C.4). Such characterisations rely on audiences’ understanding of the inherentfunction of the mentor role, and, like metaphors, can help to convey that which is compelling or complex.Intentionality and TrustIn interviews, academics spoke of the time and trust required to develop mentoring relationships. One noted “It may take a bit of an effort... You don’t get to know a person very well just meeting three times during the year”. Another spoke of trust and comfort as defining these relationships: “You just open up. You feel immediately comfortable”. We also found evidence of trust and intentionality in NYT accounts of these relationships. Mentees were often portrayed as seeking out and relying on mentorship. A junior teacher stated that “she would lean on mentors at her new school. You are not on that island all alone” (Rich A1). In contrast, there were few explicit accounts of intentionality and reflection on the part of a mentor. In one instance, a police officer who participated in a mentorship program for street kids mused “it's not about the talent. It was just about the interaction”. In another, an actor described her mentoring experiences as follows: “You have to know when to give advice and when to just be quiet and listen...no matter how much you tell someone how it goes, no one really wants to listen. Their dreams are much bigger than whatever fear or whatever obstacle you say may be in their path” (Syme C.5).Many NYT articles present career mentoring as a role that can be assumed by anyone with requisite knowledge or experience. Indeed, some accounts of mentorship arguably more closely resembled role model relationships, wherein individuals are admired, typically from afar, and emulated by those who aspire to similar accomplishments. Here, there was little, if any, apparent awareness of the complexity or potential impact of these relationships. Rather, we observed a casualness, an almost striking superficiality, in some NYT accounts of mentoring relationships. Examples ranged from references to “sartorial mentors” (Pappu D1) to a professional coach who shared: “After being told by a mentor that her scowl was ‘setting her back’ at work, [she] began taking pictures of her face so she could try to look more cheerful” (Bennett ST.1).Trust, an essential component of mentorship, can wither when mentors occupy dual roles, such as that of mentor and supervisor, or engage in mentoring as a means of furthering their own interests. While some academic interviewees were mentored by past and current supervisors, none reported any instance of role conflict. However in the NYT, we identified multiple instances where mentorship programs intentionally, or unintentionally, inspired divided loyalties. At one academic institution, peer mentors were “encouraged to befriend and offer mentorship to the students on their floors, yet were designated ‘mandatory reporters’ of any incident that may violate the school policy” (Rosman ST.1). In another media story, government employees in a phased-retirement program received monetary incentives to mentor colleagues: “Federal workers who take phased retirement work 20 hours a week and agree to mentor other workers. During that time, they receive half their pay and half their retirement annuity payout. When workers retire completely, their annuities will include an increase to account for the part-time service” (Hannon B.1). More extreme depictions of conflict of interest were evident in other NYT reports of mentors and mentees competing for job promotions, and mentees accusing mentors of sexual harassment and rape; such examples underscore potential for abuse of trust in these relationships.Discussion/ConclusionsOur exploration of mentorship in the NYT suggests mentorship is embedded in our culture, and is a means by which we develop competencies required to integrate into, and function within, society. Whereas, traditionally, mentorship was an informal relationship that developed over time, we now see a wider array of mentorship models, including formal career and youth programs aimed at increasing access to mentorship, and mentor-for-hire arrangements in business and professional sports. Such formal programs can offer redress to those who lack informal mentorship opportunities, and increased initiatives of this sort are welcome.Although standards of reporting in news media surely account for some of the lack of detail in many NYT reports of mentorship, such brevity may also suggest that, while mentoring continues to grow in popularity, we may have compromised substance for availability. Considerations of the training, time, attention, and trust required of these relationships may have been short-changed, and the tendency we observed in the NYT to conflate role modeling and mentorship may contribute to depictions of mentorship as a quick fix, or ‘mentorship light’. Although mentorship continues to be lauded as a means of promoting personal and professional development, not all mentoring may be of similar quality, and not everyone has comparable access to these relationships. While we continue to honour the promise of mentorship, as with all things worth having, effective mentorship requires effort. This effort comes in the form of preparation, commitment or intentionality, and the development of bonds of trust within these relationships. In short, overuse of, over-reference to, and misapplication of the mentorship label may serve to dilute the significance and meaning of these relationships. Further, we acknowledge a darker side to mentorship, with the potential for abuses of power.Although we have reservations regarding some trends towards the casual usage of the mentorship term, we are also heartened by the apparent scope and reach of these relationships. Numerous individuals continue to draw comfort from advice, sponsorship, motivation, support and validation that mentors provide. Indeed, for many, mentorship may represent an essential lifeline to navigating life’s many challenges. We, thus, conclude that mentorship, in its many forms, is here to stay.ReferencesBennett, Jessica. "Cursed with a Death Stare." New York Times (East Coast) 2 Aug. 2015, late ed.: ST.1.Bryant, Adam. "Designate a Devil's Advocate." New York Times (East Coast) 9 Aug. 2015, late ed.: BU.2.Bryant, Adam. "The Power of Candid Questions." New York Times (East Coast) 16 Aug. 2015, late ed.: BU. 2.Bryant, Adam. "Zigzag Your Way to the Top." New York Times (East Coast) 13 Sept. 2015, late ed.: BU.2.DeMarco, Peter. "One Life, Shaken and Stirred." New York Times (East Coast) 23 Aug. 2015, late ed.: ST.6.DuBois, David L., Nelson Portillo, Jean E. Rhodes, Nadia Silverhorn and Jeffery C. Valentine. "How Effective Are Mentoring Programs for Youth? A Systematic Assessment of the Evidence." Psychological Science in the Public Interest 12.2 (2011): 57-91.Eby, Lillian T., Tammy D. Allen, Brian J. Hoffman, Lisa E. Baranik, …, and Sarah C. Evans. "An Interdisciplinary Meta-analysis of the Potential Antecedents, Correlates, and Consequences of Protégé Perceptions of Mentoring." Psychological Bulletin 139.2 (2013): 441-76.Gold, Sarah. "Preserving a Master's Vision of Sugar Plums." New York Times (East Coast) 6 Dec. 2015, late ed.: CT 11.Hannon, Kerry. "Retiring, But Not All at Once." New York Times (East Coast) 22 Aug. 2015, late ed.: B.1.Kourlas, Gia. "Marathon of a Milestone Tour." New York Times Late Edition (East Coast) 6 Sept. 2015: AR.7.Lane, Lauriat. "The Literary Archetype: Some Reconsiderations." The Journal of Aesthetics and Art Criticism 13.2 (1954): 226-32.Levinson, Daniel. J. The Seasons of a Man's Life. New York: Ballantine, 1978.Merriam, Sharan. "Mentors and Protégés: A Critical Review of the Literature." Adult Education Quarterly 33.3 (1983): 161-73.Moynihan, Colin. "Man's Cooperation in Terrorist Cases Spares Him from Serving More Time in Prison." New York Times (East Coast) 24 Oct. 2015, late ed.: A.21.Pappu, Sridhar. "Tailored to the Spotlight." New York Times (East Coast) 27 Aug. 2015, late ed.: D1.Rich, Motoko. "Across Country, a Scramble Is On to Find Teachers." New York Times (East Coast) 10 Aug. 2015, late ed.: A1.Rosman, Katherine. "On the Campus Front Line." New York Times (East Coast) 27 Sept. 2015, late ed.: ST.1.Scott, AO. "The Delights to Be Found in a Deadly Vocation." New York Times (East Coast) 16 Oct. 2015, late ed.: C.4.Shpigel, Ben. "An Exchange of Respect in the Swapping of Jerseys." New York Times (East Coast) 18 Oct. 2015, late ed.: SP.1.Slaughter, Ann-Marie. "A Toxic Work World." New York Times (East Coast) 20 Sept. 2015, late ed.: SR.1.Syme, Rachel. "In TV, Finding a Creative Space with No Limitations." New York Times (East Coast) 26 Aug. 2015, late ed.: C.5.Trebay, Guy. "Remembering a Time When Fashion Shows Were Fun." New York Times (East Coast) 10 Sept. 2015, late ed.: D.8.World Association of Newspapers and News Publishers. World Press Trends Report. Paris: WAN-IFRA, 2015.

I wake up early, questions buzzing through my mind. While I sip my morning cup of tea and read The Guardian online, the writer, restless because I’m ignoring her, walks around firing questions.“Expecting the patriarchy to want to share its enormous wealth and power with women is extremely naïve.”I nod. Outside the window pieces of sky are framed by trees, fluffy white clouds alternate with bright patches of blue. The sweet, heady first wafts of lavender and citrus drift in through the open window. Spring has come to Hvar. Time to get to work.The more I understand about narcissism, the more I understand the world. I didn’t understand before. In the 1990s.“No—you knew, but you didn’t know at the same time.”I kept telling everybody The River Ophelia wasn’t about sex, (or the sex wasn’t about sex), it was about power. Not many people listened or heard, though. Only some readers.I’ve come here to get away. To disappear. To write.I can’t find the essay I want for my article about the 1990s. I consider the novel I’m reading, I Love Dick by Chris Kraus and wonder whether I should write about it instead? It’s just been reprinted, twenty years after its initial release. The back cover boasts, “widely considered to be the most important feminist novel of the past two decades.” It was first published in the 1990s. So far it’s about a woman named Chris who’s addictively obsessed with an unavailable man, though I’m yet to unravel Kraus’s particular brand of feminism—abjection? Maybe, maybe … while I think, I click through my storage folder. Half way through, I find a piece I wrote about Kathy Acker in 1997, a tribute of sorts that was never published. The last I’d heard from Kathy before this had been that she was heading down to Mexico to try shark cartilage for her breast cancer. That was just before she died.When I was first introduced to the work of Foucault and Deleuze, it was very political; it was about what was happening to the economy and about changing the political system. By the time it was taken up by the American academy, the politics had gone to hell. (Acker qtd. in Friedman 20)Looking back, I’d have to say my friendship with Kathy Acker was intense and short-lived.In the original I’d written “was a little off and on.” But I prefer the new version. I first met Kathy in person in Sydney, in 1995. We were at a World Art launch at Ariel bookshop and I remember feeling distinctly nervous. As it turned out, I needn’t have been. Nervous, that is.Reading this now brings it all back: how Kathy and I lost touch in the intervening two years and the sudden fact of her death. I turn to the end and read, “She died tragically, not only because she was much too young, but because American literature seems rather frumpy without her, of cancer on the 30th November 1997, aged 53.”The same age as I am now. (While some believe Kathy was 50 when she died, Kathy told me she lied about her age even to the point of changing her passport. Women who lie about their age tend to want to be younger than they are, so I’m sticking with 53.) This coincidence spooks me a little.I make a cup of tea and eat some chocolate.“This could work …” the writer says. My reasons for feeling nervous were historical. I’d spoken to Kathy once previously (before the publication of The River Ophelia on the phone from Seattle to San Francisco in 1993) and the conversation had ended abruptly. I’d wanted to interview Kathy for my PhD on American fiction but Kathy wouldn’t commit. Now I was meeting her face to face and trying to push the past to the back of my mind.The evening turned out to be a memorable one. A whole bunch of us—a mixture of writers, publishers, academics and literati—went out to dinner and then carried on drinking well into the night. I made plans to see Kathy again. She struck me as a warm, generous, sincere and intensely engaging person. It seemed we might become friends. I hesitated: should I include the rest? Or was that too much?The first thing Kathy had said when we were introduced was, “I loved your book, The River Ophelia. I found it as soon as I arrived. I bought it from the bookshop at the airport. I saw your amazing cover and then I read on the back that it was influenced by the work of Kathy Acker. I was like, wow, no one in America has ever put that on the back cover of a novel. So I read it immediately and I couldn’t put it down. I love the way you’ve deconstructed the canon but still managed to put a compelling narrative to it. I never did that.”Why didn’t I include that? It had given me more satisfaction than anything anyone else had said.I remember how quickly I abandoned my bestselling life in Sydney, sexual harassment had all but ruined my career, and exchanged it for an uncertain future in London. My notoriety as an author was damaging my books and my relationship with my publisher had become toxic. The first thing I did in London was hire a lawyer, break my contract with Picador and take both novels out of print.Reality intrudes in the form of a phone call from my mother. Terminally ill with cancer, she informs me that she’s off her food. For a retired chef, the loss of appetite is not inconsiderable. Her dying is a dull ache, a constant tiredness and sadness in me. She’s just arrived in London. I will go there next week to meet her.(1)I first came across Kathy’s work in 1991. I’d just finished my MA thesis on postmodernism and parody and was rewarding myself with some real reading (i.e. not related to my thesis) when I came across the novel Don Quixote. This novel had a tremendous impact on me. Those familiar with DQ may recall that it begins with an abortion that transforms its female narrator into a knight.When she was finally crazy because she was about to have an abortion, she conceived of the most insane idea that any woman can think of. Which is to love. How can a woman love? By loving someone other than herself. (Acker Quixote 9)Kathy’s opening sentences produced a powerful emotional response in me and her bold confronting account of an abortion both put me in touch with feelings I was trying to avoid and connected these disturbing feelings with a broader political context. Kathy’s technique of linking the personal and emotional with the political changed the way I worked as a writer.I’d submitted the piece as an obituary for publication to an Australian journal; the editor had written suggestions in the margin in red. All about making the piece a more conventional academic essay. I hadn’t been sure that was what I wanted to do. Ambitious, creative, I was trying to put poststructuralist theory into practice, to write theoretical fiction. It’s true, I hadn’t been to the Sorbonne, but so what? What was the point of studying theory if one didn’t put it into practice? I was trying to write like French theorists, not to write about them. The editor’s remarks would have made a better academic essay, it’s just I’m not sure that’s where I wanted to go. I never rewrote it and it was never published.I first encountered I Love Dick (2017) during a film course at the AFTVRS when the lecturer presented a short clip of the adaptation for the class to analyse. When I later saw the novel in a bookshop I bought a copy. Given my discovery of the unpublished obituary it is also a bit spooky that I’m reading this book as both Chris Kraus and Kathy Acker had relationships with academic and Semiotext(e) publisher Sylvère Lotringer. Chris as his wife, Kathy as his lover. Kraus wrote a biography of Acker called After Kathy Acker: A Biography, which seems fairly unsympathetic according to the review I read in The Guardian. (Cooke 2017) Intrigued, I add Kraus’s biography to my growing pile of Acker related reading, the Acker/Wark letters I’m Very Into You and Olivia Laing’s novel, Crudo. While I’ve not read the letters yet, Crudo’s breathless yet rhythmic layering of images and it’s fragmented reflections upon war, women and politics reminded me less of Acker and more of Woolf; Mrs Dalloway, in fact.(2)What most inspired me, and what makes Kathy such a great writer, is her manner of writing politically. For the purposes of this piece, when I say Kathy writes politically, I’m referring to what happens when you read her books. That is, your mind—fuelled by powerful feelings—makes creative leaps that link everyday things and ideas with political discourses and debates (for Kathy, these were usually critiques of bourgeois society, of oedipal culture and of the patriarchy).In the first pages of Don Quixote, for example, an abortion becomes synonymous with the process of becoming a knight. The links Kathy makes between these two seemingly unrelated events yields a political message for the creative reader. There is more at stake than just gender-bending or metamorphoses here: a reversal of power seems to have taken place. A relatively powerless woman (a female victim except for the fact that in having an abortion she’s exerting some measure of control over her life), far from being destroyed by the experience of aborting her foetus, actually gains power—power to become a knight and go about the world fulfilling a quest. In writing about an abortion in this way, Kathy challenges our assumptions about this controversial topic: beyond the moral debate, there are other issues at stake, like identity and power. An abortion becomes a birth, rather than a banal tragedy.When I think about the 1990s, I automatically think of shoulder pads, cocktails and expense accounts (the consumption of the former, in my case, dependent on the latter). But on reflection, I think about the corporatisation of the publishing industry, the Backlash and films like Thelma and Louise, (1991) Basic Instinct (1992) and Single White Female (1992). It occurs to me that the Hollywood movie star glamorous #MeToo has its origin in the turbulent 1990s Backlash. When I first saw each of these films I thought they were exciting, controversial. I loved the provocative stance they took about women. But looking back I can’t help wondering: whose stories were they really, why were we hearing them and what was the political point?It was a confusing time in terms of debates about gender equality.Excluding the premise for Thelma and Louise, all three films present as narrative truth scenarios that ran in stark contrast to reality. When it came to violence and women, most domestic homicide and violence was perpetrated by men. And violence towards women, in the 1990s, was statistically on the rise and there’s little improvement in these statistics today.Utter chaos, having a British passport never feels quite so wonderful as it does in the arrivals hall at Heathrow.“Perhaps these films allow women to fantasise about killing the men who are violent towards them?”Nyah, BI is chick killing chick … and think about the moral to the story. Fantasy OK, concrete action painful, even deadly.“Different story today …”How so?“Violent female protagonists are all the rage and definitely profitable. Killing Eve (2018) and A Simple Favour (2018).”I don’t have an immediate answer here. Killing Eve is a TV series, I think aloud, A Simple Favour structurally similar to Single White Female … “Why don’t you try self-publishing? It’ll be 20 years since you took The River Ophelia out of print, bit of an anniversary, maybe it’s time?”Not a bad idea. I’m now on the tube to meet mum at her bed and breakfast but the writer is impatient to get back to work. Maybe I should just write the screenplay instead?“Try both. If you don’t believe in your writing, who else will?”She has a point. I’m not getting anywhere with my new novel.A message pips through on Facebook. Want to catch up?What? Talk about out of the blue. I haven’t heard from Sade in twenty years … and how on earth did he get through my privacy settings?After meeting mum, the next thing I do is go to the doctor. My old doctor from West Kensington, she asks me how I’m going and I say I’m fine except that mum’s dying and this awful narcissistic ex-partner of mine has contacted me on Facebook. She recommends I read the following article, “The Highly Sensitive Person and the Narcissist” (Psychology Today).“Sometimes being a kind caring person makes you vulnerable to abusers.”After the appointment I can’t get her words out of my head.I dash into a Starbucks, I’m in Notting Hill just near the tube station, and read the article on my laptop on wifi. I highlight various sections. Narcissists “have a complete lack of empathy for others including their own family and friends, so that they will take advantage of people to get their own needs and desires met, even if it hurts someone.” That sounds about right, Sade could always find some way of masking his real motives in charm, or twisting reality around to make it look like things weren’t his fault, they were mine. How cleverly he’d lied! Narcissists, I read, are attracted to kind, compassionate people who they then use and lie to without remorse.But the bit that really makes me sit up is towards the end of the article. “For someone on the outside looking at a relationship between a highly sensitive person and a narcissist, it’s all too easy to blame the HSP. How and why would anyone want to stay in such a relationship?” Narcissists are incredibly good at making you doubt yourself, especially the part of you that says: this has happened before, it’ll happen again. You need to leave.The opening paragraph of the psychology textbook I read next uses Donald Trump as an example. Trump is also Patrick Bateman’s hero, the misogynistic serial killer protagonist of Bret Easton Ellis’s notorious American Psycho. Despite an earlier version that broadly focused on New York fiction of the 1990s, Ellis’s novel and the feminist outcry it provoked became the central topic of my PhD.“Are you alright mum?”I’ve just picked Mum up and I’m driving her to Paris for a night and then on to Switzerland where she’s going to have voluntary euthanasia. Despite the London drizzle and the horrific traffic the whole thing has a Thelma and Louise feel about it. I tell mum and she laughs.“We should watch it again. Have you seen it since it first came out?”“Sounds like a good idea.”Mum, tiny, pointy-kneed and wearing an out-of-character fluoro green beanie given to her at the oncology clinic in Sydney, is being very stoic but I can tell from the way she constantly wrings her hands that she’s actually quite terrified.“OK Louise,” she says as I unfold her Zimmer frame later that evening.“OK Thelma,” I reply as she walks off towards the hotel.Paris is a treat. My brother is waiting inside and we’re hoping to enjoy one last meal together.Mum didn’t want to continue with chemo at 83, but she’s frightened of dying a horrific death. As we approach hotel reception Mum can’t help taking a detour to inspect the dinner menu at the hotel restaurant.“Oysters naturel. That sounds nice.”I smile, wait, and take her by the elbow.I’ve completely forgotten. The interview/review I wrote of Acker’s Pussy, King of the Pirates, in 1995 for Rolling Stone. Where is it? I open my laptop and quickly click through the endless publicity and reviews of The River Ophelia, the interview/review came out around the same time the novel was published, but I can’t find it. I know I had it out just a few months ago, when I was chasing up some freelance book reviews.I make a fresh pot of tea from the mini bar, green, and return to my Acker tribute. Should I try to get it published? Here, or back in Australia? Ever the émigré’s dilemma. I decide I like the Parisian sense of style in this room, especially the cotton-linen sheets.Finally, I find it, it’s in the wrong folder. Printing it out, I remember how Kathy had called her agent and publisher in New York, and her disbelief when I’d told her the book hadn’t been picked up overseas. Kathy’s call resulted in my first New York agent. I scrutinise its pages.Kathy smiles benign childlike creativity in the larger photo, and gestures in passionate exasperation in the smaller group, her baby face framed by countless metal ear piercings. The interview takes place—at Kathy’s insistence—on her futon in her hotel room. My memories clarify. It wasn’t that we drifted apart, or rather we did, but only after men had come between us first. Neither of us had much luck in that department.(4)Kathy’s writing is also political because her characters don’t act or speak the way you’d expect them to. They don’t seem to follow the rules or behave in the way your average fictional character tends to do. From sentence to sentence, Kathy’s characters either change into different people, or live revolutionary lives, or even more radical still, live impossible lives.When the narrator of DQ transforms herself into a knight (and lives an impossible life); she turns a situation in which she is passive and relatively powerless—she is about to be operated on and drugged—into an empowering experience (and lives a creative revolutionary life). Ironically, getting power means she turns herself into a male knight. But Kathy gets around the problem that power is male by not letting things rest there. The female, aborting Kathy isn’t actually replaced by a male knight, bits of him are just grafted onto her. Sure, she sets out on a quest, but the other aspects of her empowerment are pretty superficial: she does adopt a new name (which is more like a disguise), and identity (appearance); and picks up a bad habit or two—a tendency to talk in the language used by knights.“But who’s the father?” the writer wants to know. “I mean isn’t that the real question here?”No, that is exactly not the real question here and not the point. It is not about who the father is—it’s about what happens to a woman who has an unwanted unplanned pregnancy.The phone rings. It’s my brother. Mum’s waiting for me downstairs and the oysters are beckoning.(5)The idea that writing could be political was very appealing. The transformation between my first novel, Marilyn’s Almost Terminal New York Adventure and my second, The River Ophelia (Picador insisted on publishing them in reverse chronology) was partly a result of my discovery of Kathy’s work and the ideas it set off in me. Kathy wasn’t the first novelist to write politically, but she was the first female novelist to do so in a way that had an immediate impact on me at an emotional level. And it was this powerful emotional response that inspired me as a writer—I wanted to affect my readers in a similar way (because reading Kathy’s work, I felt less alone and that my darkest experiences, so long silenced by shame and skirted around in the interests of maintaining appearances, could be given a voice).We’re driving through Switzerland and I’m thinking about narcissism and the way the narcissists in my personal and professional life overshadowed everything else. But now it’s time to give the rest of the world some attention. It’s also one way of pulling back the power from the psychopaths who rule the world.As we approach Zurich, my mother asks to pull over so she can use the ladies. When she comes out I can see she’s been crying. Inside the car, she reaches for my hand and clasps it. “I don’t know if I’m strong enough to say goodbye.”“It’s alright Mum,” I say and hold her while we both cry.A police car drives by and my mother’s eyes snag. Harassed by the police in Australia and unable to obtain Nembutal in the UK, Mum has run out of options.To be a woman in this society is to find oneself living outside the law. Maybe this is what Acker meant when she wrote about becoming a pirate, or a knight?Textual deconstruction can be a risky business and writers like Acker walk a fine line when it comes to the law. Empire of the Senseless ran into a plagiarism suit in the UK and her publishers forced Acker to sign an apology to Harold Robbins (Acker Hannibal Lecter 13). My third novel Dependency similarly fell foul of the law when I discovered that in deconstructing gossip and myths about celebrities, drawing on their lives and then making stuff up, the result proved prophetic. When my publisher, Harper Collins, refused to indemnify me against potential unintended defamation I pulled the book from its contract on the advice of a lawyer. I was worth seven million pounds on paper at that point, the internet travel site my then husband and I had founded with Bob Geldof had taken off, and the novel was a radical hybrid text comprised of Rupert Murdoch’s biography, Shakespeare’s King Lear and Hello Magazine and I was worried that Murdoch might come after me personally. I’d fictionalised him as a King Lear type, writing his Cordelia out of his will and leaving everything to his Goneril and Reagan.Recent theoretical studies argue that Acker’s appropriation and deconstruction constitute a feminist politics as “fragmentation” (June 2) and as “agency” (Pitchford 22). As Acker puts it. “And then it’s like a kid: suddenly a toy shop opens up and the toy shop was called culture.” (Acker Hannibal Lecter 11).We don’t easily fit in a system that wasn’t ever designed to meet our needs.(6)By writing about the most private parts of women’s lives, I’ve tried to show how far there is to go before women and men are equal on a personal level. The River Ophelia is about a young woman whose public life might seem a success from the outside (she is a student doing an honours year at university in receipt of a scholarship), but whose private life is insufferable (she knows nothing about dealing with misogyny on an intimate level and she has no real relationship-survival skills, partly as a result of her family history, partly because the only survival skills she has have been inscribed by patriarchy and leave her vulnerable to more abuse). When Justine-the-character learns how to get around sexism of the personal variety (by re-inventing her life through parodies of classic texts about oedipal society) she not only changes her life, but she passes on her new-found survival skills to the reader.A disturbing tale about a young university student who loses herself in a destructive relationship, The River Ophelia is a postmodern novel about domestic violence and sexual harassment in the academy, contrary to its marketing campaign at the time. It’s protagonist, Justine, loves Sade but Sade is only interested in sex; indeed, he’s a brutish sex addict. Despite this, Justine can’t seem to leave: for all her education, she’s looking for love and commitment in all the wrong places. While the feminist lore of previous generations seems to work well in theory, Justine can’t seem to make it work in practise. Owning her power and experimenting with her own sexuality only leaves her feeling more despairing than before. Unconventional, compelling and controversial, The River Ophelia became an instant best-seller and is credited with beginning the Australian literary movement known as grunge/dirty realism.But there is always the possibility, given the rich intertextuality and self referentiality, that The River Ophelia is Justine’s honours thesis in creative writing. In this case, Sade, Juliette, Ophelia, Hamlet, Bataille, Simone, Marcelle and Leopold become hybrids made up from appropriated canonical characters, fragments of Justine’s turbulent student’s world and invented sections. But The River Ophelia is also a feminist novel that partly began as a dialogue with Ellis whose scandalous American Psycho it parodies even as it reinvents. This creative activity, which also involves the reader by inviting her to participate in the textual play, eventually empowers Justine over the canon and over her perpetrator, Sade.Another hotel room. This one, just out of Zürich, is tiny. I place my suitcase on the rack beneath the window overlooking the narrow street and start to unpack.“Hasn’t this all been said before, about The River Ophelia?” The writer says, trying out the bed. I’m in the middle of an email about self-publishing a new edition of TRO.Some of it. While the grunge label has been refuted, Acker’s influence has been underplayed.Acker often named her protagonists after herself, so losing the Acker part of my textual filiation plays into the whole grunge/dirty realism marketing campaign. I’ve talked about how I always name protagonists after famous women but not linked this to Acker. Bohemia Beach has a protagonist named after Cathy as in Wuthering Heights. Justine of The River Ophelia was doubly an Acker trait: firstly, she was named Justine after De Sade’s character and is a deconstruction of that character, and secondly she was named Justine self-reflexively after me, as a tribute to Kathy as in Kathy Goes to Haiti.The other context for The River Ophelia that has been lost is to do with the early work of Mary Gaitskill, and Catherine Texier. The narcissists were so destructive and so powerful they left no time for the relatively more subtle Gaitskill or Texier. Prototypes for Sex in the City, the 1990s was also a time when Downtown New York women writers explored the idea that gender equality meant women could do anything men did sexually, that they deserved the full gamut of libertine sexual freedoms. Twenty years on it should also be said that women who push the envelope by writing women protagonists who are every bit as sexually transgressive as men, every bit as addictively self-destructive as male protagonists deserve not to be shamed for that experimentation. They deserve to be celebrated and read.AfterwordI’d like to remember Kathy as I knew her briefly in Sydney. A bottle-blonde with a number two haircut, a leopard-skin bikini and a totally tattooed body, she swam a surprisingly genteel breast-stroke in the next lane in one of the world’s most macho lap-swimming pools.ReferencesA Simple Favour. Dir. Paul Feig. Lionsgate, 2018.Acker, Kathy. Don Quixote. London: Collins, 1986.———. Empire of the Senseless. New York: Grove, 1988.———. Hannibal Lecter, My Father. New York: Semiotext(e), 1991.———. Kathy Goes to Haiti. New York: Grove Press/Atlantic Monthly, 1994.——— and McKenzie Wark. I’m Very into You: Correspondence 1995-1996. New York: Semiotext(e), 2015.Basic Instinct. Dir. Paul Verhoeven. TriStar Pictures, 1992.Brontë, Emily. Wuthering Heights. New York: Norton and Co, 2003.Bushnell, Candace. Sex in the City. United States: Grand Central Publishing, 1996.Cooke, Rachel. “Review of After Kathy Acker: A Biography by Chris Kraus—Baffling Life Study.” The Guardian 4 Sep. 2017. 4 Dec. 2018 <https://www.theguardian.com/books/2017/sep/04/after-kathy-acker-a-biography-chris-kraus-review>.Deleuze, Gilles, and Felix Guattari. A Thousand Plateaus: Capitalism and Schizophrenia. Minneapolis: University of Minnesota Press, 1987.Ellis, Bret Easton. American Psycho. New York: Vintage, 1991.Ettler, Justine. Bohemia Beach. Melbourne: Transit Lounge. 2018.———. “Kathy Acker: King of the Pussies.” Review of Pussy, King of the Pirates, by Kathy Acker. Rolling Stone. Nov. 1995: 60-61.———. Marilyn’s Almost Terminal New York Adventure. Sydney: Picador, 1996.———. “La Trobe University Essay: Bret Easton Ellis’s Glamorama, and Catherine Texier’s Break Up.” Australian Book Review, 1995.———. The Best Ellis for Business: A Re-Examination of the Mass Media Feminist Critique of “American Psycho.” PhD. Sydney: University of Sydney, 2013.———. The River Ophelia. Sydney: Picador, 1995.Faludi, Susan. Backlash: The Undeclared War against American Women. New York: Crown, 1991.Friedman, Ellen G. “A Conversation with Kathy Acker.” The Review of Contemporary Fiction 9.3 (Fall 1989): 20-21.Gaitskill, Mary. Bad Behaviour. New York: Random House, 1988.I Love Dick. Dir. Jill Soloway. Amazon Video, 2017.June, Pamela B. The Fragmented Female Body and Identity: The Postmodern Feminist and Multiethnic Writings of Toni Morrison, Therese Huk, Kyung Cha, Phyllis Alesia Perry, Gayl Jones, Emma Perez, Paula Gunn Allen, and Kathy Acker. New York: Peter Lang Publishing, 2010.Killing Eve. Dir. Phoebe Waller-Bridge. BBC America, 2018.Kraus, Chris. After Kathy Acker: A Biography. London: Penguin, 2017.———. I Love Dick. London: Serpent’s Tail, 2016.Laing, Olivia. Crudo. London: Picador, 2018.Lee, Bandy. The Case of Donald Trump: 27 Psychiatrists and Mental Health Experts Assess a President. New York: St Martin’s Press. 2017.Lombard, Nancy, and Lesley McMillan. “Introduction.” Violence against Women. Eds. Nancy Lombard and Lesley McMillan. London: Jessica Kingsley Publishers, 2013.Pitchford, Nicola. Tactical Readings: Feminist Postmodernism in the Novels of Kathy Acker and Angela Carter. London: Associated Uni Press, 2002.Schiffrin, André. The Business of Books: How International Conglomerates Took Over Publishing and Changed the Way We Read. London and New York: Verso, 2000.Shakespeare, William. King Lear. London: Penguin Classics, 2015.Siegle, Robert. Suburban Ambush: Downtown Writing and the Fiction of Insurgency. United States: John Hopkins Press, 1989.Single White Female. Dir. Barbet Schroeder. Columbia Pictures, 1992.Texier, Catherine. Panic Blood. London: Collins, 1991.Thelma and Louise. Dir. Ridley Scott. Metro-Goldwyn-Mayer, 1991.Ward, Deborah. “Sense and Sensitivity: The Highly Sensitive Person and the Narcissist.” Psychology Today (16 Jan. 2012). 4 Dec. 2018 <https://www.psychologytoday.com/us/blog/sense-and-sensitivity/201201/the-highly-sensitive-person-and-the-narcissist>.

Sometimes a particular concept—a simple term—is the spark to a series of ideas. It might be ostentatious and perhaps hubristic that the editors of an issue on persona might imagine that their choice of the term persona has provided this intellectual spark. Fully aware of that risk, we want to announce that it has. The response to the call for papers related to persona was our first sign that something special was being initiated. The sheer number and interdisciplinary breadth of the abstracts and ultimate submissions was evidence that the term ‘persona’ was the catalyst to an explosion of ideas. As the responses flowed into the journal and to us, we became aware of the meme-like qualities of the many interpretations and history of the term, each with its own idiosyncratic coding of patterned similarity. The reality of this development is that it was not entirely unexpected. The editors have been developing the concept of persona and persona studies over the past four years, and persona studies has emerged from a congruence in our collective research interests as an interdisciplinary investigation of the presentation of the self in the contemporary moment. Together, we have been involved in the development of the Persona Celebrity Publics Research Group (PCP) at Deakin University. Within that group, we have concentrated ourselves in the Persona Research cluster, made up of a group of 15 or so academics along with another smaller group from other institutions. Emerging from our work is the forthcoming book entitled Persona Studies: Celebrity, Identity, and the Transformation of Public Culture (forthcoming Wiley 2015). Both the book and the research group are intent on exploring what has been altering in our worlds, our cultures, and our communities that make us think the new intensified play of the personal in public needs closer scrutiny. The impetus for us as a team of scholars is quite clearly linked to the uses of online culture and how greater aspects of our lives are now involved in public displays, mediated displays, and a peculiar new blend of interpersonal and presentational constructions of identities and selves. Persona as a specific area of inquiry has emerged from the close study of the public self. Its immediate intellectual past has its strongest links with research on celebrity. In the Celebrity Studies Reader collection, Marshall began forming the idea that a new public self was emerging through new media (New Media). In subsequent work, Marshall identifies celebrity culture as one of the pedagogic sources for how the wider population presented itself in online culture and social media (Marshall, Promotion). Barbour and Marshall expanded their thinking about the presentation of the self through a closer study of online academic persona and the different strategic ways individuals were managing and building reputations and prestige through these techniques. Terms such as the ‘comprehensive,’ ’networked’, and ‘uncontained’ self, mapped the various kinds of public personalities that were emerging through the most prominent academics (Barbour and Marshall). In a similar vein, Barbour’s research has looked closely at the online and public personas that fringe artists—specifically tattoo artists, craftivists, performance poets and street artists—produce and maintain in the contemporary moment (Hiding; Finding). Her work has advanced the concepts of “registers of performance” (Registers), where a closer analysis of how the personal, the professional, and sometimes the intimate registers are constructed and deployed to produce a public persona that demonstrates ‘artistness’. By analysing persona through registers of performance, Barbour is able to differentiate between the types of identity building activity that occurs online. This provides insight into the ways that impression management occurs in spaces that suffer from context collapse due to the intersection of friends, family, fans, and followers. Moore’s work (Hats; Magic; Invigorating) on the player’s assembly of a networked online ‘gamer’ persona considers the intersection of social media and video game culture and contributes analysis of the affective dimensions of player-oriented game objects and their public curation and display. His recent research visualising Twitter and Flickr data (Screenshots, forthcoming) advances an understanding of the accumulation and online presentation of the self through digital game artefacts, specifically video game screenshots. He is currently researching the interaction of social media activity, reputation management, and everyday identity ‘play’ within public game cultures and the larger dynamics of production and consumption of games and play in the video game industry. Most recently, Marshall called for what he titled a “persona studies manifesto”: the public presentation of the self demands a more extensive analysis of the play and deployment of persona in contemporary culture. Beyond popular culture, the development of reputation and persona and its intersection with online culture especially needs to be explored in those professions, disciplines and activities where this form of investigation has never been attempted (Marshall, Persona Studies). The initiative of persona studies then is in some ways turning the cultural studies’ approach to the study of the audience on its head: it is a study of agency and the processes by which agency has been individualized and assembled across contemporary culture, but highly privileged in online culture (Marshall, Personifying). Persona studies involves a close investigation of the personalized and negotiated presentation of the self. So, what is persona? The articles here assume different, but connected, understandings of the term, each with levels of deference to writers such as Jung, Goffman, Butler, and Foucault, along with some expected allusions to the ancient Greeks and Romans who coined the term. The Greek origins identify that persona is a mask and derived from performance and acting. From Hannah Arendt’s reading of the Greeks this mask of public identity was not seen in a derogatory way; rather it was natural to assume a public/political persona that was quite removed from the private and home sphere. A political persona defined by citizenry was a clearly conscious separation from the household of activity. Jung’s take on persona is that it was designed for collective experience and for the outside world and therapy would lead to an understanding of the individual that delved beneath the persona. The resurgence in interest in Goffman’s dramaturgical analogy allows us to consider persona as an everyday performance, where the purpose of the presentation of self is to convince the audience (and at times, the performer) that the performance is genuine and authentic. All of us know what it is like to act in a role, to wear a uniform or costume, to create a profile. More than a few of us know what it is to suffer through the ‘individualising’ categories of a social networking sign-up survey that do not adequately account for distinctions. Persona is all these things, or rather, through the various everyday activities of our work, social, and online selves we contribute to the accretion of the identity at the base of its structure. Persona functions like the construct or automated script that we assemble to interact with the world with on our behalf. This involves the technologies of computation and mediation and their interfaces that function to automate, produce and filter communication with us; email, blogs, Twitter accounts, and so on. These golems interconnect and can interact on their own in unpredictable ways on our behalf; connecting our Facebook account to a product, brand or petition; using Google as a portal to login into other web enabled services; or authorising an app to record our location. Then there are the traces that we leave scattered across digital networks, intranets, hard drives, and lost USB memory sticks, from scattered collections of digital photos to the contact lists of our mobile devices and the ‘achievements’ in our online gaming profiles. Persona can also be something that happens to us, as friends tag unflattering images via Facebook, or another Twitter user publicly addresses us with a unwanted, or unwarranted commentary, using the ‘@’ and the ‘#’ functions. We have an extensive degree of control over the ways we assemble ourselves online and yet the contemporary experience is one of constant negotiation with forces that seeks to disavow their responsibilities to us, and maximise the limitations under which we can act. Our personas serve as a buffer to these forces. We can strategically assemble our persona to participate in, influence and use to our advantage to transmit messages across the network and communicate a mediated form of ourselves. The many ways to account persona stands as a primary and apparently Sisyphean task for persona studies: no sooner than when we might assemble a complete topology of the many accounts, traditions, domains, methodologies and theories for account of for the self, we will have arrived at possibly entirely new way of conceptualising the presentation of online persona through some post-Facebook, Oculus Rift, or Google Glass augmented reality experience. One of the challenges of persona studies will be to provide a series of methodological and theoretical tools, as well as a common touchstone from which multiple perspectives may converge around the meme-like qualities of this dramatic term. It will be necessary to consider the future of the presentation of the self, as much as the past accounts for the understanding of the self and its compositions. In the contemporary moment we consider a series of common currents and features of the iterations of persona with which we might begin this endeavour. The collective objective of the ‘persona’ theme edition is to coalesce around the emerging significance of the public self, and to map that activity within disciplinary traditions, historical precedents and the cultural and technological predispositions that have made this kind of reading of the contemporary world valuable, important, and ultimately, sensible. This collection of articles on persona is innovative in terms of the diversity of issues it tackles through the term. Given the massive change in public identity that we have identified as an elemental part of online culture, it is not surprising that social media and online constructions of persona figure prominently throughout the issue. However, we are also pleased to include papers that consider fictional performances from both television and film and even character studies of public figures. Marshall’s feature article for the edition continues his theorisation of persona. Seriality is identified as one of the ways that a consistency of persona is developed and the article charts the usefulness in analogizing how the construction of a serial character or ‘personnage’ for an actor/performer provides insights into the relationship between the person and persona in other settings that are emerging in the contemporary moment. In ‘Darkly Dreaming (in) Authenticity: The Self/Persona Opposition in Dexter,’ Glenn D'Cruz uses Dexter Morgan, the novelised serial killer and Showtime TV anti-hero to examine the connections between self and persona and the discourse of authenticity. D’Cruz foresees a series of challenges for persona studies and considers key concerns ahead, in terms of the critical vocabulary and scholarly agenda and addresses the need for critical genealogy of the term ‘persona’. Talia Morag, in ‘Persons and Their Personas: Living with Yourself’, considers the tensions identified in the persona of the private domain, and examines the patterns of social interaction that work to affect an ‘endorsed’ private persona, compared to those patterns classified as ‘hidden’. She frames the negotiation of these tensions as a move to better understand the sphere of the private self, as well as the those strains which arise on the private persona and the grounds from which they come to occupy our time. Together these two approaches predict the convergence of the private, the performed and the public persona which occupies Neil Henderson’s ‘The Contingency of Online Persona and Its Tension with Relationship Development’. Henderson’s engagement with the dimensions of online persona in the short film, Noah, takes a position at the crossroads between Marshall’s celebrity-inscribed approach to persona studies and the application of actor-network theory in order to map the potential pitfalls of identity management through ubiquitous technologies and broader critical questions about the play of our online selves in the everyday. Moving to the multi-user virtual environment of Second Life, Lesley Procter draws on the symbolic interactionist theories of social identity and the role of the avatar in ‘A Mirror without a Tain: Personae, Avatars, and Selves in a Multi-User Virtual Environment’. Procter’s contribution to persona studies highlights the actual and conceptual mirroring involved in the sense of the self involved in the interaction with others online. Taina Bucher’s ‘About a Bot: Hoax, Fake, Performance Art’ is a revealing examination of the Twitter bot phenomenon. Bucher’s case study on ‘bot fakeness’ considers the automation and performance of persona and the interactions and relationships between people and bots. Brady Robards, in ‘Digital Traces of the Persona through Ten Years of Facebook’, offers a critical reading of the Facebook ‘look back’ video creation application made to celebrate the social network’s ten year. As with Bucher and Proctor, Robards is concerned with the ways persona is created through highly mediated social networking platforms, where the agency of the individual is countered by the intervention of the software itself. Robards considers in particular two functions of Facebook: first as a site for the performance of life narratives, and second as a location for reflection on public and private disclosure. Taking a specific element of this idea of disclosure—the sharing of one’s legal name—as a starting point, Ellen Moll’s ‘What’s in a Nym?: Gender, Race, Pseudonymity, and the Imagining of the Online Persona’ is a study of the reactions of feminist and anti-racist bloggers in the ongoing battles over pseudonymity online. Moll’s contribution centres around current concerns with the ‘real name policies’ of social media and web-based platforms and services. What is at stake here in the negotiation between the individuals, technologies and institutions over the rights of self-determination and agency in the digital and online environments. Narrowing the focus to a single case study, Emma Maguire’s study of author website as a site of self-presentation in ‘Home, About, Shop, Contact: Constructing an Authorial Persona via the Author Website’ examines the authorial persona produced for consumption within literary markets. Framing of the authorial website as ‘automedial text’, rather than as direct representations of a pre-existing self, Maguire employs authorship theory to understand the website as a genre of persona performance and textuality. Shifting away from the focus on social media, this issue concludes with a trio of character studies, each of which involves a detailed and critical account of the dimensions of a public assembly of a persona. Nathan Farrell’s ‘From Activist to Entrepreneur: Peace One Day and the Changing Persona of the Social Campaigner’ is the first, and considers the ways that an individual manages his persona for different audiences. Farrell’s focus is Jeremy Gilley, a documentary filmmaker and peace campaigner, and the paper speaks to the dimensions of overlapping audiences connected to an articulation of a socially aware entrepreneurial persona. Sally Totman and Mat Hardy have a very different figure in their contribution as they examine the many different public personas of Libya’s Colonel Muammar Qaddafi. In ‘The Many Personas of Colonel Qaddafi’, Totman and Hardy interrogate the multiple aspects of Qaddafi’s construction as a brotherly revolutionary, philosopher, liberator, leader, and clown. The authors chart the progression of his often conflicted and chaotic legacy, and of this political, ideological and even messianic presentation of the self to the Western and Arab worlds. Anastasia Denisova, completes the triptych of persona case studies for this collection, with ‘How Vladimir Putin's Divorce Story Was Constructed and Received, or When the President Divorced His Wife and Married the Country Instead’. Denisova contends Vladimir Putin’s divorce is representative of the degree to which political and private persona are mediated and merged across often competing channels of communication. The analysis contends with online discourse, images, and texts, which reveal the extensive personification of politics in Putin’s public persona in an environment of reception by an audience which also consider the values and attributes of their own country as a national persona. Conclusion We have structured the narrative flow of articles in this issue on persona from the fictional through to the online transformations of the self and then even further into the analyses of the public and political dimensions that are part of the constitution of public selves. No doubt, you as a reader will see different connections and intersections and will play with what makes the idea of persona so meaningful and valuable in understanding the strategic construction of a public identity and so central to comprehending the contemporary moment. We invite you to engage with this further with the issue editors’ planned 2015 launch of a journal called Persona Studies. Until then, this issue of M/C Journal certainly represents the most comprehensive and, we think, interesting, collection of writing on persona as we explore the implications behind the mask of public identity. We hope the issue stimulates discussion and with that hope, we hope to hear from you.AcknowledgmentsThe editors would like to thank Alison Bennett for creating an original gif for the cover image of this issue. More of Bennett's work, including her augmented reality images of tattoos from the internationally acclaimed exhibition Shifting Skin, can be found at her website, alisonbennett.com.au.Thanks also to Trent Griffiths for his copy-editing assistance. References Arendt, Hannah. The Human Condition. Charles R. Walgreen Foundation Lectures. Chicago, Ill.: University of Chicago Press, 1958. Barbour, Kim. “Hiding in Plain Sight: Street Artists Online.” Platform Journal of Media and Communication. 5.1 (2013). Barbour, Kim. “Registers of Performance: Negotiating the professional, personal, and intimate.” MeCCSA 2014. Bournemouth, 8-10 Jan. 2014. Barbour, Kim. “Finding the Edge: Online persona creation by fringe artists.” Contemporary Publics International Symposium. 24-25 Feb. 2014. Barbour, Kim, and P. David Marshall. "The Academic Online: Constructing Persona through the World Wide Web." First Monday 17.9 (2012). ‹http://firstmonday.org/htbin/cgiwrap/bin/ojs/index.php/fm/article/viewArticle/3969/3292›. Goffman, Erving. The Presentation of Self in Everyday Life. USA: Anchor Books, 1959. Jung, Carl Gustav. Two Essays on Analytical Psychology. Bollingen Series. 2nd ed. Princeton, N.J.: Princeton University Press, 1966. Marshall, P. David. "New Media New Self, the Changing Power of the Celebrity." The Celebrity Culture Reader. Ed. P. David Marshall. London: Routledge, 2006. 634-44. Marshall, P. David. "The Promotion and Presentation of the Self: Celebrity as Marker of Presentational Media." Celebrity Studies 1.1 (2010): 35-48. Marshall, P. David. "Personifying Agency: The Public–Persona–Place–Issue Continuum." Celebrity Studies 4.3 (2013): 369-71.Marshall, P. David. "Persona Studies: Mapping the Proliferation of the Public Self." Journalism 15.2 (2014): 153-70. Marshall, P. David, Chris Moore and Kim Barbour, Persona Studies: Celebrity, Identity and the Transformation of Public Culture. Hoboken NJ: Wiley, forthcoming 2015. Moore, Chris. “Hats of Affect: A Study of Affect, Achievements and Hats in Team Fortress 2.” Game Studies 11 (2011). ‹http://gamestudies.org/1101/articles/moore›. Moore, Chris. “The Magic Circle and the Mobility of Play.” Convergence 17 (2011): 373-387. Moore, Chris. “Invigorating Play: The Role of Affect in Online Multiplayer FPS Game.” Guns, Grenades, and Grunts: First-Person Shooter Games. Ed. Gerald A. Voorhees, Josh Call, and Katie Whitlock. London: Continuum, 2012. 341-363. Moore, Chris. “Screenshots as Virtual Photography: Cybernetics, Remediation and Affect.” Advancing Digital Humanities. Ed. Paul Longley Arthur and Katherine Bode. Palgrave Macmillan. Forthcoming 2014. .

Music from Another Time – One Perth Night in 2009The following extract is taken from fieldwork notes from research into the enduring Northern Soul dance scene in Perth, Western Australia.It’s 9.30 and I’m walking towards the Hyde Park Hotel on a warm May night. I stop to talk to Jenny, from London, who tells me about her 1970s trip to India and teenage visits to soul clubs in Soho. I enter a cavernous low-ceilinged hall, which used to be a jazz venue and will be a Dan Murphy’s bottle shop before the year ends. South West Soul organiser Tommy, wearing 34-inch baggy trousers, gives me a Northern Soul handshake, involving upturned thumbs. ‘Spread the Faith’, he says. Drinkers are lined up along the long bar to the right and I grab a glass of iced water. A few dancers are out on the wooden floor and a mirror ball rotates overhead. Pat Fisher, the main Perth scene organiser, is away working in Monaco, but the usual suspects are there: Carlisle Derek, Ivan from Cheltenham, Ron and Gracie from Derby. Danny is back from DJing in Tuscany, after a few days in Widnes with old friends. We chat briefly mouth to ear, as the swirling strings and echo-drenched vocals of the Seven Souls’ 45 record, ‘I still love you’ boom through the sound system. The drinkers at the bar hit the floor for Curtis Mayfield’s ‘Move on up’ and the crowd swells to about 80. When I move onto the floor, Barbara Acklin’s ‘Am I the Same Girl?’ plays, prompting reflection on being the same, older person dancing to a record from my teenage years. On the bridge of the piano and conga driven ‘’Cause you’re mine’, by the Vibrations, everybody claps in unison, some above their heads, some behind their backs, some with an expansive, open-armed gesture. The sound is like the crack of pistol. We are all living in the moment, lost in the music, moving forward and backward, gliding sideways, and some of us spinning, dervish-like, for a few seconds, if we can still maintain our balance.Having relocated their scene from England south to the Antipodes, most of the participants described on this night are now in their sixties. Part of the original scene myself, I was a participant observer, dancing and interviewing, and documenting and exploring scene practices over five years.The local Perth scene, which started in 1996, is still going strong, part of a wider Australian and New Zealand scene. The global scene goes back nearly 50 years to the late 1960s. Northern Soul has now also become southern. It has also become significantly present in the USA, its place of inspiration, and in such disparate places as Medellin, in Colombia, and Kobe, in Japan.The feeling of ‘living in the moment’ described is a common feature of dance-oriented subcultures. It enables escape from routines, stretches the present opportunity for leisure and postpones the return to other responsibilities. The music and familiar dance steps of a long-standing scene like Northern Soul also stimulate a nostalgic reverie, in which you can persuade yourself you are 18 again.Dance steps are forward, backward and sideways and on crowded dancefloors self-expression is necessarily attenuated. These movements are repeated and varied as each bar returns to the first beat and in subcultures like Northern Soul are sufficiently stylised as to show solidarity. This solidarity is enhanced by a unison handclap, triggered by cues in some records. Northern Soul is not line-dancing. Dancers develop their own moves.Place of Origin: Soul from the North?For those new to Northern Soul, the northern connection may seem a little puzzling. The North of England is often still imagined as a cold, rainy wasteland of desolate moors and smoky, industrial, mostly working-class cities, but such stereotyping obscures real understanding. Social histories have also tended to focus on such phenomena as the early twentieth century Salford gang members, the “Northern Scuttlers”, with “bell-bottomed trousers … and the thick iron-shod clogs” (Roberts 123).The 1977 Granada television documentary about the key Northern Soul club, Wigan Casino, This England, captured rare footage; but this was framed by hackneyed backdrops of mills and collieries. Yet, some elements of the northern stereotype are grounded in reality.Engels’s portrayal of the horrors of early nineteenth century Manchester in The Condition of the Working Class in England in 1844 was an influential exploration of the birth pains of this first industrial city, and many northern towns and cities have experienced similar traumas. Levels of social disadvantage in contemporary Britain, whilst palpable everywhere, are still particularly significant in the North, as researched by Buchan, Kontopantelis, Sperrin, Chandola and Doran in North-South Disparities in English Mortality 1965–2015: Longitudinal Population Study.By the end of the 1960s, the relative affluence of Harold Wilson’s England began to recede and there was increased political and counter-cultural activity. Into this social climate emerged both skinheads, as described by Fowler in Skins Rule and the Northern Soul scene.Northern Soul scene essentially developed as an extension of the 1960s ‘mod’ lifestyle, built around soul music and fashion. A mostly working-class response to urban life and routine, it also evidenced the ability of the more socially mobile young to get out and stay up late.Although more London mods moved into psychedelia and underground music, many soul fans sought out obscure, but still prototypical Motown-like records, often from the northern American cities Detroit and Chicago. In Manchester, surplus American records were transported up the Ship Canal to Trafford Park, the port zone (Ritson and Russell 1) and became cult club hits, as described in Rylatt and Scott’s Central 1179: The Story of Manchester's Twisted Wheel.In the early 1970s, the rare soul fans found a name for their scene. “The Dave Godin Column” in the fanzine Blues and Soul, published in London, referred for the first time to ‘Northern Soul’ in 1971, really defining ‘Northern’ directionally, as a relative location anywhere ‘north of Watford’, not a specific place.The scene gradually developed specific sites, clothes, dances and cultural practices, and was also popular in southern England, and actually less visible in cities such as Liverpool and Newcastle. As Nowell (199) argues, the idea that Northern Soul was regionally based is unfounded, a wider movement emerging as a result of the increased mobility made possible by railways and motorways (Ritson and Russell 14).Clubs like the Blackpool Mecca and Wigan Casino were very close to motorway slip roads and accessible to visitors from further south. The initial scene was not self-consciously northern and many early clubs, like the ‘Golden Torch’, in Tunstall were based in the Midlands, as recounted by Wall (441).The Time and Space of the DancefloorThe Northern Soul scene’s growth was initially covered in fanzines like Blues and Soul, and then by Frith and Cummings (23-32). Following Cosgrove (38-41) and Chambers (142), a number of insider accounts (Soul Survivors: The Wigan Casino Story by Winstanley and Nowell; Too Darn Soulful: The Story of Northern Soul by Nowell; The In-Crowd: The Story of the Northern & Rare Soul Scene by Ritson & Russell) were followed by academic studies (Milestone 134-149; Hollows and Milestone 83-103; Wall 431-445). The scene was first explored by an American academic in Browne’s Identity Scene and Material Culture: The Place of African American Rare Soul Music on the British Northern Soul Scene.Many clubs in earlier days were alcohol-free, though many club-goers substituted amphetamines (Wilson 1-5) as a result, but across the modern scene, drug-taking is not significant. On Northern Soul nights, dancing is the main activity and drinking is incidental. However, dance has received less subtle attention than it deserves as a key nexus between the culture of the scene and black America.Pruter (187) referred to the earlier, pre-disco “myopia” of many music writers on the subject of dance, though its connection to leisure, pleasure, the body and “serious self-realization” (Chambers 7) has been noted. Clearly Northern Soul dancers find “evasive” pleasure (Fiske 127) and “jouissance” (Barthes v) in the merging of self into record.Wall (440) has been more nuanced in his perceptions of the particular “physical geography” of the Northern Soul dance floor, seeing it as both responsive to the music, and a vehicle for navigating social and individual space. Dancers respond to each other, give others room to move and are also connected to those who stand and watch. Although friends often dance close, they are careful not to exclude others and dancing between couples is rare. At the end of popular records, there is often applause. Some dance all night, with a few breaks; others ‘pace’ themselves (Mercieca et al. 78).The gymnastics of Northern Soul have attracted attention, but the forward dives, back drops and spins are now less common. Two less noticed markers of the Northern Soul dancing style, the glide and the soul clap, were highlighted by Wall (432). Cosgrove (38) also noted the sideways glide characteristic of long-time insiders and particularly well deployed by female dancers.Significantly, friction-reducing talcum powder is almost sacramentally sprinkled on the floor, assisting dancers to glide more effectively. This fluid feature of the dancing makes the scene more attractive to those whose forms of expression are less overtly masculine.Sprung wooden floors are preferred and drink on the floor is frowned upon, as spillage compromises gliding. The soul clap is a communal clap, usually executed at key points in a record. Sometimes very loud, this perfectly timed unison clap is a remarkable, though mostly unselfconscious, display of group co-ordination, solidarity and resonance.Billy from Manchester, one of the Perth regulars, and notable for his downward clapping motion, explained simply that the claps go “where the breaks are” (Mercieca et al. 71). The Northern Soul clap demonstrates key attributes of what Wunderlich (384) described as “place-temporality in urban space”, emerging from the flow of music and movement in a heightened form of synchronisation and marked by the “vivid sense of time” (385) produced by emotional and social involvement.Crucially, as Morris noted, A Sense of Space is needed to have a sense of time and dancers may spin and return via the beat of the music to the same spot. For Northern Soul dancers, the movements forwards, backwards, sideways through objective, “geometric space” are paralleled by a traversing of existential, “conceived space”. The steps in microcosm symbolise the relentless wider movements we make through life. For Lefebvre, in The Production of Space, these “trialectics” create “lived space”.A Sense of Place and Evolving IdentitySpaces are plastic environments, charged with emerging meanings. For Augé, they can also remain spaces or be manipulated into “Non-Places”. When the sense of space is heightened there is the potential for lived spaces to become places. The space/place distinction is a matter of contention, but, broadly, space is universal and non-relational, and place is particular and relational.For Augé, a space can be social, but if it lacks implicit, shared cultural understandings and requires explicit signs and rules, as with an airport or supermarket, it is a non-place. It is not relational. It lacks history. Time cannot be stretched or temporarily suspended. As non-places proliferate, urban people spend more time alone in crowds, ”always, and never, at home” (109), though this anonymity can still provide the possibility of changing identity and widening experience.Northern Soul as a culture in the abstract, is a space, but one with distinct practices which tend towards the creation of places and identities. Perth’s Hyde Park Hotel is a place with a function space at the back. This empty hall, on the night described in the opening, temporarily became a Northern Soul Club. The dance floor was empty as the night began, but gradually became not just a space, but a place. To step onto a mostly empty dance floor early in the night, is to cross liminal space, and to take a risk that you will be conspicuous or lonely for a while, or both.This negotiation of space is what Northern Soul, like many other club cultures has always offered, the promise and risk of excitement outside the home. Even when the floor is busy, it is still possible to feel alone in a crowd, but at some stage in the night, there is also the possibility, via some moment of resonance, that a feeling of connection with others will develop. This is a familiar teenage theme, a need to escape bonds and make new ones, to be both mobile and stable. Northern Soul is one of the many third spaces/places (Soja 137) which can create opportunities to navigate time, space and place, and to find a new sense of direction and identity. Nicky from Cornwall, who arrived in Perth in the early 1970s, felt like “a fish out of water”, until involvement in the Northern Soul scene helped him to achieve a successful migration (Mercieca et al. 34-38). Figure 1: A Perth Northern Soul night in 2007. Note the talcum powder on the DJ table, for sprinkling on the dancefloor. The record playing is ‘Helpless’, by Kim Weston.McRobbie has argued in Dance and Social Fantasy that Northern Soul provides places for women to define and express themselves, and it has appealed to more to female and LGBTQIA participants than the more masculine dominated rock, funk and hip-hop scenes. The shared appreciation of records and the possibilities for expression and sociality in dance unite participants and blur gender lines.While the more athletic dancers have tended to be male, dancing is essentially non-contact, as in many other post-1960s ‘discotheque’ styles, yet there is little overt sexual display or flirtation involved. Male and female styles, based on foot rather than arm movements, are similar, almost ungendered, and the Soul scene has differed from more mainstream nightlife cultures focussed on finding partners, as noted in Soul Survivors: The Wigan Casino Story by Winstanley and Nowell. Whilst males, who are also involved in record buying, predominated in the early scene, women now often dominate the dance floor (Wall 441).The Perth scene is little different, yet the changed gender balance has not produced more partner-seeking for either the older participants, who are mostly in long-term relationships and the newer, younger members, who enjoy the relative gender-blindness, and focus on communality and cultural affinity. Figure 2: A younger scene member, ‘Nash’, DJing in Perth in 2016. He has since headed north to Denmark and is now part of the Nordic Northern Soul scene.In Perth, for Stan from Derby, Northern Soul linked the experiences of “poor white working class kids” with young black Americans (Mercieca et al. 97). Hollows and Milestone (87-94) mapped a cultural geographic relationship between Northern Soul and the Northern cities of the USA where the music originated. However, Wall (442) suggested that Northern Soul is drawn from the more bi-racial soul of the mid-1960s than the funky, Afro-centric 1970s and essentially deploys the content of the music to create an alternative British identity, rather than to align more closely with the American movement for self-determination. Essentially, Northern Soul shows how “the meanings of one culture can be transformed in the cultural practices of another time and place” (Wall 444).Many contemporary Australian youth cultures are more socially and ethnically mixed than the Northern Soul scene. However, over the years, the greater participation of women, and of younger and newer members, has made its practices less exclusive, and the notion of an “in-crowd” more relaxed (Wall 439). The ‘Northern’ connection is less meaningful, as members have a more adaptable sense of cultural identity, linked to a global scene made possible by the internet and migration. In Australia, attachment seems stronger to locality rather than nation or region, to place of birth in Britain and place of residence in Perth, two places which represent ‘home’. Northern Soul appears to work well for all members because it provides both continuity and change. As Mercieca et al. suggested of the scene (71) “there is potential for new meanings to continue to emerge”.ConclusionThe elements of expression and directional manoeuvres of Northern Soul dancing, symbolise the individual and social negotiation of direction, place, space, identity and time. The sense of time and space travelled can create a feeling of being pushed forward without control. It can also produce an emotional pull backwards, like an elastic band being stretched. For those growing older and moving far from places of birth, these dynamics can be particularly challenging. Membership of global subcultures can clearly help to create successful migrations, providing third spaces/places (Soja 137) between home and host culture identities, as evidenced by the ‘Southern’ Northern Soul scene in Australia. For these once teenagers, now grandparents in Australia, connections to time and space have been both transformed and transcended. They remain grounded in their youth, but have reduced the gravitational force of home connections, projecting themselves forward into the future by balancing aspects of both stability and mobility. Physical places and places and their connections with culture have been replaced by multiple and overlapping mappings, but it is important not to romanticise notions of agency, hybridity, third spaces and “deterritorialization” (Deleuze and Guattari in Anti-Oedipus: Capitalism and Schizophrenia). In a globalised world, most people are still located geographically and labelled ideologically. The Northern Soul repurposing of the culture indicates a transilience (Richmond 328) “differentially available to those in different locations in the field of power” (Gupta and Ferguson 20). However, the way in which Northern Soul has moved south over the decade via migration, has arguably now provided a stronger possible sense of resonance with the lives of black Americans whose lives in places like Chicago and Detroit in the 1960s, and their wonderful music, are grounded in the experience of family migrations in the opposite direction from the South to the North (Mercieca et al. 11). In such a celebration of “memory, loss, and nostalgia” (Gupta and Ferguson 13), it may still be possible to move beyond the exclusion that characterises defensive identities.ReferencesAugé, Marc. Non-Places: An Introduction to Supermodernity. Trans. John Howe. London: Verso, 2008.Barthes, Roland. The Pleasure of the Text. Trans. Richard Miller. New York: Hill and Wang, 1975Browne, Kimasi L. "Identity Scene and Material Culture: The Place of African American Rare Soul Music on the British Northern Soul Scene." Proceedings of Manchester Music & Place Conference. Manchester: Manchester Metropolitan University. Vol. 8. 2006.Buchan, Iain E., Evangelos Kontopantelis, Matthew Sperrin, Tarani Chandola, and Tim Doran. "North-South Disparities in English Mortality 1965–2015: Longitudinal Population Study." Journal of Epidemiology and Community Health 71 (2017): 928-936.Chambers, Iain. Urban Rhythms: Pop Music and Popular Culture. London: Macmillan, 1985.Cosgrove, Stuart. "Long after Tonight Is All Over." Collusion 2 (1982): 38-41.Deleuze, Gilles, and Felix Guattari. Anti-Oedipus: Capitalism and Schizophrenia. Trans. Robert Hurley, Mark Seem, and Helen R. Lane. Minneapolis: University of Minnesota Press, 1977.Engels, Friedrich. The Condition of the Working-Class in England in 1844. Trans. Florence Kelley Wischnewetzky. London: Swan Sonnenschein, 1892.Fiske, John. Understanding Popular Culture. London: Unwin Hyman, 1989.Fowler, Pete. "Skins Rule." The Beat Goes On: The Rock File Reader. Ed. Charlie Gillett. London: Pluto Press, 1972. 10-26.Frith, Simon, and Tony Cummings. “Playing Records.” Rock File 3. Eds. Charlie Gillett and Simon Frith. St Albans: Panther, 1975. 21–48.Godin, Dave. “The Dave Godin Column”. Blues and Soul 67 (1971).Gupta, Akhil, and James Ferguson. "Beyond 'Culture': Space, Identity, and the Politics of Difference." Cultural Anthropology 7.1 (1992): 6-23.Hollows, Joanne, and Katie Milestone. "Welcome to Dreamsville: A History and Geography of Northern Soul." The Place of Music. Eds. Andrew Leyshon, David Matless, and George Revill. New York: The Guilford Press, 1998. 83-103.Lefebvre, Henri. The Production of Space. Oxford: Blackwell, 1991.McRobbie, Angela. "Dance and Social Fantasy." Gender and Generation. Eds. Angela McRobbie and Mica Nava. London: Palgrave Macmillan, 1984. 130-161.Mercieca, Paul, Anne Chapman, and Marnie O'Neill. To the Ends of the Earth: Northern Soul and Southern Nights in Western Australia. Lanham, MD: University Press of America, 2013.Milestone, Katie. "Love Factory: The Sites, Practices and Media Relationships of Northern Soul." The Clubcultures Reader. Eds. Steve Redhead, Derek Wynne, and Justin O’Connor. Oxford: Blackwell, 1997. 134-149.Morris, David. The Sense of Space. Albany, NY: SUNY Press, 2004.Nowell, David. Too Darn Soulful: The Story of Northern Soul. London: Robson, 1999.Pruter, Robert. Chicago Soul. Chicago: University of Illinois Press, 1992.Richmond, Anthony H. "Sociology of Migration in Industrial and Post-Industrial Societies." Migration (1969): 238-281.Ritson, Mike, and Stuart Russell. The In Crowd: The Story of the Northern & Rare Soul Scene. London: Robson, 1999.Roberts, Robert. The Classic Slum. London: Penguin, 1971.Rylatt, Keith, and Phil Scott. Central 1179: The Story of Manchester's Twisted Wheel Club. London: Bee Cool, 2001.Soja, Edward W. "Thirdspace: Journeys to Los Angeles and Other Real and Imagined Places." Capital & Class 22.1 (1998): 137-139.This England. TV documentary. Manchester: Granada Television, 1977.Wall, Tim. "Out on the Floor: The Politics of Dancing on the Northern Soul Scene." Popular Music 25.3 (2006): 431-445.Wilson, Andrew. Northern Soul: Music, Drugs and Subcultural Identity. Cullompton: Willan, 2007.Winstanley, Russ, and David Nowell. Soul Survivors: The Wigan Casino Story. London: Robson, 1996.Wunderlich, Filipa Matos. "Place-Temporality and Urban Place-Rhythms in Urban Analysis and Design: An Aesthetic Akin to Music." Journal of Urban Design 18.3 (2013): 383-408.

If I find out that you have bought a $90 red light sabre, Tara, well there's going to be trouble. -- Kevin Brabazon A few Saturdays ago, my 71-year old father tried to convince me of imminent responsibilities. As I am considering the purchase of a house, there are mortgages, bank fees and years of misery to endure. Unfortunately, I am not an effective Big Picture Person. The lure of the light sabre is almost too great. For 30 year old Generation Xers like myself, it is more than a cultural object. It is a textual anchor, and a necessary component to any future history of the present. Revelling in the aura of the Australian release for Star Wars: The Phantom Menace, this paper investigates popular memory, an undertheorised affiliation between popular culture and cultural studies.1 The excitement encircling the Star Wars prequel has been justified in terms of 'hype' or marketing. Such judgements frame the men and women cuing for tickets, talking Yodas and light sabres as fools or duped souls who need to get out more. My analysis explores why Star Wars has generated this enthusiasm, and how cultural studies can mobilise this passionate commitment to consider notions of popularity, preservation and ephemerality. We'll always have Tattooine. Star Wars has been a primary popular cultural social formation for a generation. The stories of Luke Skywalker, Princess Leia, Han Solo, Chewbacca, Darth Vader, Yoda, C-3PO and R2D2 offer an alternative narrative for the late 1970s and 1980s. It was a comfort to have the Royal Shakespearian tones of Alec Guinness confirming that the Force would be with us, through economic rationalism, unemployment, Pauline Hanson and Madonna discovering yoga. The Star Wars Trilogy, encompassing A New Hope, The Empire Strikes Back and Return of the Jedi, was released between 1977 and 1983. These films have rarely slipped from public attention, being periodically 'brought back' through new cinematic and video releases. The currency of Star Wars is matched with the other great popular cultural formations of the post-war period: the James Bond series and Star Trek. One reason for the continued success of these programmes is that other writers, film makers and producers cannot leave these texts alone. Bond survives not only through Pierce Brosnan's good looks, but the 'Hey Baby' antics of Austin Powers. Star Trek, through four distinct series, has become an industry that will last longer than Voyager's passage back from the Delta Quadrant. Star Wars, perhaps even more effectively than the other popular cultural heavyweights, has enmeshed itself into other filmic and televisual programming. Films like Spaceballs and television quizzes on Good News Week keep the knowledge system and language current and pertinent.2 Like Umberto Eco realised of Casablanca, Star Wars is "a living example of living textuality" (199). Both films are popular because of imperfections and intertextual archetypes, forming a filmic quilt of sensations and affectivities. Viewers are aware that "the cliches are talking among themselves" (Eco 209). As these cinematic texts move through time, the depth and commitment of these (con)textual dialogues are repeated and reinscribed. To hold on to a memory is to isolate a moment or an image and encircle it with meaning. Each day we experience millions of texts: some are remembered, but most are lost. Some popular cultural texts move from ephemera to popular memory to history. In moving beyond individual reminiscences -- the personal experiences of our lifetime -- we enter the sphere of popular culture. Collective or popular memory is a group or community experience of a textualised reality. For example, during the Second World War, there were many private experiences, but certain moments arch beyond the individual. Songs by Vera Lynn are fully textualised experiences that become the fodder for collective memory. Similarly, Star Wars provides a sense-making mechanism for the 1980s. Like all popular culture, these texts allow myriad readership strategies, but there is collective recognition of relevance and importance. Popular memory is such an important site because it provides us, as cultural critics, with a map of emotionally resonant sites of the past, moments that are linked with specific subjectivities and a commonality of expression. While Star Wars, like all popular cultural formations, has a wide audience, there are specific readings that are pertinent for particular groups. To unify a generation around cultural texts is an act of collective memory. As Harris has suggested, "sometimes, youth does interesting things with its legacy and creatively adapts its problematic into seemingly autonomous cultural forms" (79). Generation X refers to an age cohort born between the mid-1960s and the mid-1970s. Finally cultural studies theorists have found a Grail subculture. Being depthless, ambivalent, sexually repressed and social failures, Xers are a cultural studies dream come true. They were the children of the media revolution. Star Wars is integral to this textualised database. A fan on the night of the first screening corrected a journalist: "we aren't Generation X, we are the Star Wars generation" (Brendon, in Miller 9). An infatuation and reflexivity with the media is the single framework of knowledge in which Xers operate. This shared understanding is the basis for comedy, and particularly revealed (in Australia) in programmes like The Panel and Good News Week. Television themes, lines of film dialogue and contemporary news broadcasts are the basis of the game show. The aesthetics of life transforms television into a real. Or, put another way, "individual lives may be fragmented and confused but McDonald's is universal" (Hopkins 17). A group of textual readers share a literacy, a new way of reading the word and world of texts. Nostalgia is a weapon. The 1990s has been a decade of revivals: from Abba to skateboards, an era of retro reinscription has challenged linear theories of history and popular culture. As Timothy Carter reveals, "we all loved the Star Wars movies when we were younger, and so we naturally look forward to a continuation of those films" (9). The 1980s has often been portrayed as a bad time, of Thatcher and Reagan, cold war brinkmanship, youth unemployment and HIV. For those who were children and (amorphously phrased) 'young adults' of this era, the popular memory is of fluorescent fingerless gloves, Ray Bans, 'Choose Life' t-shirts and bubble skirts. It was an era of styling mousse, big hair, the Wham tan, Kylie and Jason and Rick Astley's dancing. Star Wars action figures gave the films a tangibility, holding the future of the rebellion in our hands (literally). These memories clumsily slop into the cup of the present. The problem with 'youth' is that it is semiotically too rich: the expression is understood, but not explained, by discourses as varied as the educational system, family structures, leisure industries and legal, medical and psychological institutions. It is a term of saturation, where normality is taught, and deviance is monitored. All cultural studies theorists carry the baggage of the Birmingham Centre into any history of youth culture. The taken-for-granted 'youth as resistance' mantra, embodied in Resistance through Rituals and Subculture: The Meaning of Style, transformed young people into the ventriloquist's puppet of cultural studies. The strings of the dancing, smoking, swearing and drinking puppet took many years to cut. The feminist blade of Angela McRobbie did some damage to the fraying filaments, as did Dick Hebdige's reflexive corrections in Hiding in the Light. However, the publications, promotion and pedagogy of Gen X ended the theoretical charade. Gen X, the media sophisticates, played with popular culture, rather than 'proper politics.' In Coupland's Generation X, Claire, one of the main characters believed that "Either our lives become stories, or there's just no way to get through them." ... We know that this is why the three of us left our lives behind us and came to the desert -- to tell stories and to make our own lives worthwhile tales in the process. (8) Television and film are part of this story telling process. This intense connection generated an ironic and reflexive literacy in the media. Television became the basis for personal pleasures and local resistances, resulting in a disciplined mobilisation of popular cultural surfaces. Even better than the real thing. As the youngest of Generation Xers are now in their late twenties, they have moved from McJobs to careers. Robert Kizlik, a teacher trainer at an American community college expressed horror as the lack of 'commonsensical knowledge' from his new students. He conducted a survey for teachers training in the social sciences, assessing their grasp of history. There was one hundred percent recognition of such names as Madonna, Mike Tyson, and Sharon Stone, but they hardly qualify as important social studies content ... . I wondered silently just what it is that these students are going to teach when they become employed ... . The deeper question is not that we have so many high school graduates and third and fourth year college students who are devoid of basic information about American history and culture, but rather, how, in the first place, these students came to have the expectations that they could become teachers. (n. pag.) Kizlik's fear is that the students, regardless of their enthusiasm, had poor recognition of knowledge he deemed significant and worthy. His teaching task, to convince students of the need for non-popular cultural knowledges, has resulted in his course being termed 'boring' or 'hard'. He has been unable to reconcile the convoluted connections between personal stories and televisual narratives. I am reminded (perhaps unhelpfully) of one of the most famous filmic teachers, Mr Holland. Upon being attacked by his superiors for using rock and roll in his classes, he replied that he would use anything to instil in his students a love of music. Working with, rather than against, popular culture is an obvious pedagogical imperative. George Lucas has, for example, confirmed the Oprahfied spirituality of the current age. Obviously Star Wars utilises fables, myths3 and fairy tales to summon the beautiful Princess, the gallant hero and the evil Empire, but has become something more. Star Wars slots cleanly into an era of Body Shop Feminism, John Gray's gender politics and Rikki Lake's relationship management. Brian Johnson and Susan Oh argued that the film is actually a new religion. A long time ago in a galaxy far far away -- late 1970s California -- the known universe of George Lucas came into being. In the beginning, George created Star Wars. And the screen was without form, and void. And George said, 'Let there be light', and there was Industrial Light and Magic. And George divided the light from the darkness, with light sabres, and called the darkness the Evil Empire.... And George saw that it was good. (14) The writers underestimate the profound emotional investment placed in the trilogy by millions of people. Genesis narratives describe the Star Wars phenomenon, but do not analyse it. The reason why the films are important is not only because they are a replacement for religion. Instead, they are an integrated component of popular memory. Johnson and Oh have underestimated the influence of pop culture as "the new religion" (14). It is not a form of cheap grace. The history of ideas is neither linear nor traceable. There is no clear path from Plato to Prozac or Moses to Mogadon. Obi-Wan Kenobi is not a personal trainer for the ailing spirituality of our age. It was Ewan McGregor who fulfilled the Xer dream to be the young Obi Wan. As he has stated, "there is nothing cooler than being a Jedi knight" (qtd. in Grant 15). Having survived feet sawing in Shallow Grave and a painfully large enema in Trainspotting, there are few actors who are better prepared to carry the iconographic burden of a Star Wars prequel. Born in 1971, he is the Molly Ringwall of the 1990s. There is something delicious about the new Obi Wan, that hails what Hicks described as "a sense of awareness and self- awareness, of detached observation, of not taking things seriously, and a use of subtle dry humour" (79). The metaphoric light sabre was passed to McGregor. The pull of the dark side. When fans attend The Phantom Menace, they tend to the past, as to a loved garden. Whether this memory is a monument or a ruin depends on the preservation of the analogue world in the digital realm. The most significant theoretical and discursive task in the present is to disrupt the dual ideologies punctuating the contemporary era: inevitable technological change and progress.4 Only then may theorists ponder the future of a digitised past. Disempowered groups, who were denied a voice and role in the analogue history of the twentieth century, will have inequalities reified and reinforced through the digital archiving of contemporary life. The Web has been pivotal to the new Star Wars film. Lucasfilm has an Internet division and an official Website. Between mid November and May, this site has been accessed twenty million times (Gallott 15). Other sites, such as TheForce.net and Countdown to Star Wars, are a record of the enthusiasm and passion of fans. As Daniel Fallon and Matthew Buchanan have realised, "these sites represent the ultimate in film fandom -- virtual communities where like-minded enthusiasts can bathe in the aura generated by their favourite masterpiece" (27). Screensavers, games, desktop wallpaper, interviews and photo galleries have been downloaded and customised. Some ephemeral responses to The Phantom Menace have been digitally recorded. Yet this moment of audience affectivity will be lost without a consideration of digital memory. The potentials and problems of the digital and analogue environments need to be oriented into critical theories of information, knowledge, entertainment and pleasure. The binary language of computer-mediated communication allows a smooth transference of data. Knowledge and meaning systems are not exchanged as easily. Classifying, organising and preserving information make it useful. Archival procedures have been both late and irregular in their application.5 Bocher and Ihlenfeldt assert that 2500 new web sites are coming on-line every day ("A Higher Signal-to-Noise Ratio"). The difficulties and problems confronting librarians and archivists who wish to preserve digital information is revealed in the Australian government's PADI (Preserving Access to Digital Information) Site. Compared with an object in a museum which may lie undisturbed for years in a storeroom, or a book on a shelf, or even Egyptian hieroglyd on the wall of a tomb, digital information requires much more active maintenance. If we want access to digital information in the future, we must plan and act now. (PADI, "Why Preserve Access to Digital Information?") phics carve The speed of digitisation means that responsibility for preserving cultural texts, and the skills necessary to enact this process, is increasing the pressure facing information professionals. An even greater difficulty when preserving digital information is what to keep, and what to release to the ephemeral winds of cyberspace. 'Qualitative criteria' construct an historical record that restates the ideologies of the powerful. Concerns with quality undermine the voices of the disempowered, displaced and decentred. The media's instability through technological obsolescence adds a time imperative that is absent from other archival discussions.6 While these problems have always taken place in the analogue world, there was a myriad of alternative sites where ephemeral material was stored, such as the family home. Popular cultural information will suffer most from the 'blind spots' of digital archivists. While libraries rarely preserve the ephemera of a time, many homes (including mine) preserve the 'trash' of a culture. A red light sabre, toy dalek, Duran Duran posters and a talking Undertaker are all traces of past obsessions and fandoms. Passion evaporates, and interests morph into new trends. These objects remain in attics, under beds, in boxes and sheds throughout the world. Digital documents necessitate a larger project of preservation, with great financial (and spatial) commitments of technology, software and maintenance. Libraries rarely preserve the ephemera -- the texture and light -- of the analogue world. The digital era reduces the number of fan-based archivists. Subsequently forfeited is the spectrum of interests and ideologies that construct the popular memory of a culture. Once bits replace atoms, the recorded world becomes structured by digital codes. Only particular texts will be significant enough to store digitally. Samuel Florman stated that "in the digital age nothing need be lost; do we face the prospect of drowning in trivia as the generations succeed each other?" (n. pag.) The trivia of academics may be the fodder (and pleasures) of everyday life. Digitised preservation, like analogue preservation, can never 'represent' plural paths through the past. There is always a limit and boundary to what is acceptable obsolescence. The Star Wars films suggests that "the whole palette of digital technology is much more subtle and supple; if you can dream it, you can see it" (Corliss 65). This film will also record how many of the dreams survive and are archived. Films, throughout the century, have changed the way in which we construct and remember the past. They convey an expressive memory, rather than an accurate history. Certainly, Star Wars is only a movie. Yet, as Rushkoff has suggested, "we have developed a new language of references and self-references that identify media as a real thing and media history as an actual social history" (32). The build up in Australia to The Phantom Menace has been wilfully joyful. This is a history of the present, a time which I know will, in retrospect, be remembered with great fondness. It is a collective event for a generation, but it speaks to us all in different ways. At ten, it is easy to be amazed and enthralled at popular culture. By thirty, it is more difficult. When we see Star Wars, we go back to visit our memories. With red light sabre in hand, we splice through time, as much as space. Footnotes The United States release of the film occurred on 19 May 1999. In Australia, the film's first screenings were on 3 June. Many cinemas showed The Phantom Menace at 12:01 am, (very) early Thursday morning. The three main players of the GNW team, Paul McDermott, Mikey Robbins and Julie McCrossin, were featured on the cover of Australia's Juice magazine in costumes from The Phantom Menace, being Obi-Wan, Yoda and Queen Amidala respectively. Actually, the National Air and Space Museum had a Star Wars exhibition in 1997, titled "Star Wars: The Magic of Myth". For example, Janet Collins, Michael Hammond and Jerry Wellington, in Teaching and Learning with the Media, stated that "the message is simple: we now have the technology to inform, entertain and educate. Miss it and you, your family and your school will be left behind" (3). Herb Brody described the Net as "an overstuffed, underorganised attic full of pictures and documents that vary wildly in value", in "Wired Science". The interesting question is, whose values will predominate when the attic is being cleared and sorted? This problem is extended because the statutory provision of legal deposit, which obliges publishers to place copies of publications in the national library of the country in which the item is published, does not include CD-ROMs or software. References Bocher, Bob, and Kay Ihlenfeldt. "A Higher Signal-to-Noise Ratio: Effective Use of WebSearch Engines." State of Wisconsin Department of Public Instruction Website. 13 Mar. 1998. 15 June 1999 <http://www.dpi.state.wi.us/dpi/dlcl/lbstat/search2.php>. Brody, Herb. "Wired Science." Technology Review Oct. 1996. 15 June 1999 <http://www.techreview.com/articles/oct96/brody.php>. Carter, Timothy. "Wars Weary." Cinescape 39 (Mar./Apr. 1999): 9. Collins, Janet, Michael Hammond, and Jerry Wellington. Teaching and Learning with Multimedia. London: Routledge, 1997. Corliss, Richard. "Ready, Set, Glow!" Time 18 (3 May 1999): 65. Count Down to Star Wars. 1999. 15 June 1999 <http://starwars.countingdown.com/>. Coupland, Douglas. Generation X. London: Abacus, 1991. Eco, Umberto. Travels in Hyper-Reality. London: Picador, 1987. Fallon, Daniel, and Matthew Buchanan. "Now Screening." Australian Net Guide 4.5 (June 1999): 27. Florman, Samuel. "From Here to Eternity." MIT's Technology Review 100.3 (Apr. 1997). Gallott, Kirsten. "May the Web Be with you." Who Weekly 24 May 1999: 15. Grant, Fiona. "Ewan's Star Soars!" TV Week 29 May - 4 June 1999: 15. Hall, Stuart, and Tony Jefferson, eds. Resistance through Rituals. London: Hutchinson, 1976. Harris, David. From Class Struggle to the Politics of Pleasure: the Effects of Gramscianism on Cultural Studies. London: Routledge, 1992. Hebdige, Dick. Hiding in the Light. London: Routledge, 1988. Hopkins, Susan. "Generation Pulp." Youth Studies Australia Spring 1995. Johnson, Brian, and Susan Oh. "The Second Coming: as the Newest Star Wars Film Illustrates, Pop Culture Has Become a New Religion." Maclean's 24 May 1999: 14-8. Juice 78 (June 1999). Kizlik, Robert. "Generation X Wants to Teach." International Journal of Instructional Media 26.2 (Spring 1999). Lucasfilm Ltd. Star Wars: Welcome to the Official Site. 1999. 15 June 1999 <http://www.starwars.com/>. Miller, Nick. "Generation X-Wing Fighter." The West Australian 4 June 1999: 9. PADI. "What Digital Information Should be Preserved? Appraisal and Selection." Preserving Access to Digital Information (PADI) Website. 11 March 1999. 15 June 1999 <http://www.nla.gov.au/padi/what.php>. PADI. "Why Preserve Access to Digital Information?" Preserving Access to Digital Information (PADI) Website. <http://www.nla.gov.au/padi/why.php>. Rushkoff, Douglas. Media Virus. Sydney: Random House, 1994. Citation reference for this article MLA style: Tara Brabazon. "A Red Light Sabre to Go, and Other Histories of the Present." M/C: A Journal of Media and Culture 2.4 (1999). [your date of access] <http://www.uq.edu.au/mc/9906/sabre.php>. Chicago style: Tara Brabazon, "A Red Light Sabre to Go, and Other Histories of the Present," M/C: A Journal of Media and Culture 2, no. 4 (1999), <http://www.uq.edu.au/mc/9906/sabre.php> ([your date of access]). APA style: Tara Brabazon. (1999) A red light sabre to go, and other histories of the present. M/C: A Journal of Media and Culture 2(4). <http://www.uq.edu.au/mc/9906/sabre.php> ([your date of access]).

February 15, 1999 THE DIGITAL EXAM digital was such a sanitary hi-tech word until my urologist snuck up from behind and gave me the bird shocked and taken back I try to ignore the painful experience by pondering the conundrum of homosexuality there had to be more to it than that "You can get dressed now" was the good doctor’s way of saying "Pull up your pants, Dude, and I’ll see you back in my office." but his casual demeanor seemed to exude foreboding "There is a stiffness in the gland demanding further examination. I’d like to schedule a blood test, ultrasound and biopsy." the doctor’s lips kept moving but I couldn’t hear him through the sheet of white fear that guillotined between us CANCER! The big C! Me? I spent the rest of that day up to my genitals in the grave I was digging. Hamlet gazing full into the face of the skull "Alas poor Yorick, I knew him well, Horatio. Before scalpel took gland. Back when he sang in a bass baritone." desperate for encouragement I turn to the illustrated brochure the informative flyer detailing the upcoming procedure where in the ultrasound and biopsy probe resembled the head of a black water moccasin baring its fang "Dang!" says I jumping back relief came 36 hours later something about the PSA blood test the prostate specific-antigen results leading the doctor to now suspect infection prescribing an antibiotic of course five weeks from now the FOLLOW-UP APPOINTMENT! and as the date approaches tension will build like in those Mel Gibson Lethal Weapon films when you know there’s a snake in the grass and Danny Glover isn’t there to cover your ass *** April 2, 1999 As it turns out, at the follow-up appointment, things had worsened so the biopsy and bone scan were re-scheduled and it was discovered that I do have incurable metastatic advanced prostate cancer. Of course the doctor is most optimistic about all the new and miraculous treatments available. But before I go into that, I want you to know that I find myself experiencing a strange and wonderful kind of peace. Hell, I’ve lived 70 years already — done exactly what I wanted to do with my life. All worthwhile dreams have come true. Made my living since 1968 as a "Performance Poet" — Billie Barbara and I have been together for 47 years — growing closer with each passing day. We have four great kids, five neat and nifty grandchildren. All things considered, I’ve been truly blessed and whether my departure date is next year or 15 years from now I’m determined not to wreck my life by doing a lousy job with my death. LIKE HAROLD / LIKE HOWARD like Harold I don’t want to blow my death I don’t want to see a lifetime of pluck and courage rubbed out by five weeks of whiny fractious behavior granted Harold’s was a scary way to go from diagnosis to last breath the cancer moving fast but five weeks of bitching and moaning was more than enough to erase every trace of a man I have wanted to emulate his wife sending word that even she can’t remember what he was like before his undignified departure no — I don’t want to go like Harold like Howard let me come swimming up out of the deepening coma face serene as if seen through undisturbed water breaking the surface to eagerly take the hand of bedside well wishers unexpected behavior I must admit as Howard has always been a world class hypochondriac second only to me the two of us able to sit for hours discussing the subtle shade of a mole turning each other on with long drawn out organ recitals in the end one would have thought such a legendary self centered soul would cower and fold up completely like Harold but no — when my time comes let me go sweetly like Howard *** April 7, 1999 The treatment was decided upon. Next Monday, the good Doctor is going to pit my apricots. From here on the Sultan can rest easy when Masten hangs with his harem. Prognosis good. No more testosterone - no more growth. Now, don’t get me wrong, I’m not looking forward to giving up the family jewels. I must say that over the years they’ve done me proud and to be totally honest I don’t think Billie Barbara will be all that disappointed either. I’m told that Viagra will help in this area., However, I’m also told that the drug is very expensive. Something like twelve bucks a pop. But hell, Billie Barbara and I can afford twenty four dollars a year.. Some thoughts the morning of— Yesterday I did a program for the Unitarian Society of Livermore. About 60 people. I had a bet with the fellow who introduced me, that at least 7 out of the 60 would come up after the reading (which would include my recent prostate musings) and share a personal war story about prostate cancer. I was right. Exactly 7 approached with an encouraging tale about themselves, a husband, a brother, a son. I was told to prepare myself for hot flashes and water retention. To which Billie Barbara said "Join the club!" I ended the presentation with one of those inspirational poetic moments. A hot flash, if you will. "It just occurred to me," I said, " I’m going to get rich selling a bumper sticker I just thought of — REAL MEN DON’T NEED BALLS A couple of days after the event The Community Hospital of the Monterey Peninsula is referred to as CHOMP, and the afternoon of April 12th I must say this august institution certainly lived up to it’s name. The waiting room in the Out Patient Wing is an event unto itself. Patients huddled together with friends and family, everyone speaking in hushed voices. The doomed keeping a wary eye on the ominous swinging doors, where a big tough looking nurse appeared from time to time shouting: NEXT! Actually the woman was quite sweet and mild mannered, enunciating each patient’s name in a calm friendly manner. But waiting to have done to me what was going to be done to me - the chilling word "NEXT!" is what I heard and "Out Patient Wing" certainly seemed a misnomer to me. Wasn’t the "Out-Patient Wing" where you went to have splinters removed? Of course I knew better, because in the pre-op interview the young interviewer, upon reading "Bilateral Orchiectomy" winced visibly, exclaiming under her breath "Bummer!" I recently came across this haiku — bilateral orchiectomy the sound a patient makes when he learns what it is Our daughter April lives in New York and couldn’t join the Waiting Room rooting section so as her stand in she sent her best friend Molly Williams. Now, Molly works as a veterinarian in a local animal shelter and a when I told her my operation was supposed to take no more than half an hour, she laughed: "Heck Ric, I’ll do it in five minutes and not even use gloves." NEXT! My turn to be led through those swinging doors, pitifully looking back over my shoulder. Wife, family and friends, bravely giving me the thumbs up. Things blur and run together after that. I do remember telling the nurse who was prepping me that I was afraid of being put to sleep. "Not to worry" she said, I’d have a chance to express these fears to the anesthetist before the operation would begin. And as promised the man did drop by to assure me that I would get a little something to ease my anxiety before he put me under. When the moment finally arrived, he said that I might feel a slight prick as he gave me the relaxant. Of course, that is the last thing I remember - the prick! Obviously, I‘d been suckered in by the mask man’s modus operandi. On the other side of this I surface to begin the waiting. WAITING for the catheter to be removed — for the incision to heal — WAITING to see if the pain subsides and I can loose the cane — WAITING to learn if my PSA will respond to treatment. Waiting—waiting—waiting—and I’ve never been a cheerful waiter. *** May 7, 1999 The doctor tells me I must keep taking Casodex— one a day at eleven dollars a cap - for the rest of my life. And no more doctor freebees. No wonder the listed side effect of this pricey medication is depression. But the recent funk I’ve fallen into is much deeper than dollars and cents. In the past I’ve had my share of operations and illnesses and always during the recuperation I could look forward to being my old self again. But not this time .... Not this time. Funny bumper stickers can only hold reality at bay for a short while. And anyway Billie had me remove the homemade REAL MEN DON’T NEED BALLS bumper sticker from the back of our car — She didn’t like the dirty looks she got while driving around town alone. *** Eight months later BILATERAL ORCHECTOMY never could look up words in the dictionary in a high school assignment writing an autobiography I described my self as a unique person scribbled in the margin the teachers correction fairly chortled "unique" not "eunuch" how could he have known that one day I would actually become a misspelling backed against the wall by advanced prostate cancer I chose the operation over the enormous ongoing expense of chemical castration "No big deal." I thought at the time what’s the difference they both add up to the same thing but in the movies these days during the hot gratuitous sex scene I yawn…bored... wishing they’d quit dicking around and get on with the plot and on TV the buxom cuties that titillate around the products certainly arn’t selling me anything I realize now that although it would probably kill them the guys who went chemical still have an option I don’t philosophically I’m the same person but biologically I ‘m like the picture puzzle our family traditionally puts together over the holidays the French impressionist rendition of a flower shop interior in all it’s bright colorful confusion this season I didn’t work the puzzle quite as enthusiastically... and for good reason this year I know pieces are missing where the orchids used to be "So?" says I to myself "You’re still here to smell the roses." *** January 13, 2000 Real bad news! At the third routine follow-up appointment. My urologist informs me that my PSA has started rising again. The orchectomy and Casodex are no longer keeping the cancer in remission. In the vernacular, I have become "hormone refractory" and there was nothing more he, as a urologist could do for me. An appointment with a local oncologist was arranged and another bone scan scheduled. The "T" word having finally been said the ostrich pulled his head from the sand and began looking around. Knowing what I know now, I’m still annoyed at my urologist for not telling me when I was first diagnosed to either join a support group and radically change my diet or find another urologist. I immediately did both - becoming vegan and finding help on-line as well as at the local Prostate Cancer Support Group. This during the endless eighteen day wait before the oncologist could fit me in. *** IRON SOCKS time now for a bit of reverse prejudice I once purchased some stockings called "Iron Socks" guaranteed to last for five years they lasted ten! but when I went back for another pair the clerk had never heard of them as a cancer survivor… so far in an over populated world I consider the multi-billion dollar medical and pharmaceutical industries realizing that there is absolutely no incentive to come up with a permanent cure *** From here on, I’ll let the poems document the part of the journey that brings us up to the present. A place where I can say — spiritually speaking, that the best thing that ever happened to me is metastatic hormone refractory advanced prostate cancer. *** SUPPORT GROUPS included in this close fraternity... in this room full of brotherly love I wonder where I’ve been for the last 11 months no — that’s not quite right… I know where I’ve been I’ve been in denial after the shock of diagnosis the rude indignity of castration the quick fix of a Casodex why would I want to hang out with a bunch of old duffers dying of prostate cancer? ignoring the fact that everybody dies we all know it but few of us believe it those who do, however rack up more precious moments than the entire citizenry of the fools paradise not to mention studies showing that those who do choose to join a support group on average live years longer than the stiff upper lip recluse and while I’m on the subject I wonder where I’d be without the internet and the dear supportive spirits met there in cyber-space a place where aid care and concern are not determined by age, gender, race, physical appearance, economic situation or geological location and this from a die-hard like me who not ten years ago held the computer in great disdain convinced that poetry should be composed on the back of envelopes with a blunt pencil while riding on trains thank god I’m past these hang-ups because without a support system I doubt if this recent malignant flare-up could have been withstood how terrifying… the thought of being at my writing desk alone… disconnected typing out memos to myself on my dead father’s ancient Underwood *** PC SPES in the sea that is me the hormone blockade fails my urologist handing me over to a young oncologist who recently began practicing locally having retired from the stainless steel and white enamel of the high tech Stanford medical machine in the examination room numbly thumbing through a magazine I wait expecting to be treated like a link of sausage another appointment ground out in a fifteen minute interval what I got was an 18th century throw back a hands-on horse and buggy physician with seemingly all the time in the world it was decided that for the next three weeks (between blood tests) all treatment would cease to determine how my PSA was behaving this done, at the next appointment the next step would be decided upon and after more than an hour of genial give and take with every question answered all options covered it was I who stood up first to go for me a most unique experience in the annals of the modern medicine show however condemned to three weeks in limbo knowing the cancer was growing had me going online reaching out into cyberspace to see what I could find and what I found was PC SPES a botanical herbal alternative medicine well documented and researched but not approved by the FDA aware that the treatment was not one my doctor had mentioned (I have since learned that to do so would make him legally vulnerable) I decided to give it a try on my own sending off for a ten day supply taking the first dose as close after the second blood test as I could two days later back in the doctors office I confess expecting a slap on the wrist instead I receive a bouquet for holding off until after the second PSA then taking the PC SPES container from my hand and like a Native American medicine man he holds it high over his head shaking it "Okay then, this approach gets the first ride!" at the receptionist desk scheduling my next appointment I thought about how difficult it must be out here on the frontier practicing medicine with your hands tied *** PREJUDICE "It's a jungle out there!" Dr. J. George Taylor was fond of saying "And all chiropractors are quacks! Manipulating pocket pickers!" the old physician exposing his daughter to a prejudice so infectious I suspect it became part of her DNA and she a wannabe doctor herself infects me her son with the notion that if it wasn’t performed or prescribed by a licensed M.D. it had to be Medicine Show hoopla or snake oil elixir certainly today’s countless array of practitioners and patent remedies has both of them spinning in their grave but Ma you and Grandpa never heard the words hormone-refractory even the great white hunters of our prestigious cancer clinics don't know how to stop the tiger that is stalking me and so with a PSA rising again to 11.9 I get my oncologist to let me try PC SPES a Chinese herbal formula yes, the desperate do become gullible me, reading and re-reading the promotional material dutifully dosing myself between blood tests and this against the smirk of disapproval mother and grandfather wagging their heads in unison: "It won’t work." "It won’t work." having condemned myself beforehand the moment of truth finally arrives I pace the floor nervously the doctor appears at the door "How does it feel to be a man with a PSA falling to 4.8?" it seems that for the time being at least the tiger is content to play a waiting game which is simply great! Mother tell Grandpa I just may escape our families bigotry before it’s too late *** HELPLINE HARRY "Hi, how are you?" these days I'm never sure how to field routine grounders like this am I simply being greeted? or does the greeter actually want a list of grisly medical details my wife says it's easy she just waits to see if the "How is he?" is followed by a hushed "I mean… really?" for the former a simple "Fine, and how are you?" will do for the latter the news isn't great indications are that the miracle herbal treatment is beginning to fail my oncologist offering up a confusing array of clinical trials and treatments that flirt seductively but speak in a foreign language I don't fully understand so Harry, once again I call on you a savvy old tanker who has maneuvered his battle scared machine through years of malignant mine fields and metastatic mortar attacks true five star Generals know much about winning wars and such but the Command Post is usually so far removed from the front lines I suspect they haven't a clue as to what the dog-faces are going through down here in the trenches it's the seasoned campaigners who have my ear the tough tenacious lovable old survivors like you *** "POOR DEVIL!" in my early twenties I went along with Dylan Thomas boasting that I wanted to go out not gently but raging shaking my fist staring death down however this daring statement was somewhat revised when in my forties I realized that death does the staring I do the down so I began hoping it would happen to me like it happened to the sentry in all those John Wayne Fort Apache movies found dead in the morning face down — an arrow in the back "Poor devil." the Sergeant always said "Never knew what hit him." at the time I liked that... the end taking me completely by surprise the bravado left in the hands of a hard drinking Welshman still wet behind the ears older and wiser now over seventy and with a terminal disease the only thing right about what the Sergeant said was the "Poor devil" part "Poor devil" never used an opening to tell loved ones he loved them never seized the opportunity to give praise for the sun rise or drink in a sunset moment after moment passing him by while he marched through life staring straight ahead believing in tomorrow "Poor devil!" how much fuller richer and pleasing life becomes when you are lucky enough to see the arrow coming *** END LINE (Dedicated to Jim Fulks.) I’ve always been a yin / yang - life / death - up / down clear / blur - front / back kind of guy my own peculiar duality being philosopher slash hypochondriac win win characteristics when you’ve been diagnosed with advanced prostate cancer finally the hypochondriac has something more than windmills to tilt with the philosopher arming himself with exactly the proper petard an anonymous statement found in an e-mail message beneath the signature of a cancer survivor’s name a perfect end line wily and wise quote: I ask God: "How much time do I have before I die?" "Enough to make a difference." God replies *** STRUM lived experience taught them most of what they know so MD's treating men diagnosed with androgen-independent advanced prostate cancer tend to put us on death row and taking the past into account this negativity is understandable… these good hearted doctors watching us come and go honestly doing what they can like kindly prison guards attempting to make the life we have left as pleasant as possible to be otherwise a physician would have to be a bit delusional evangelical even… to work so diligently for and believe so completely in the last minute reprieve for those of us confined on cell block PC doing time with an executioner stalking it is exhilarating to find an oncologist willing to fly in the face of history refusing to call the likes of me "Dead man walking." *** BAG OF WOE there are always moments when I can almost hear the reader asking: "How can you use that as grist for your poetry mill? How can you dwell on such private property, at least without masking the details?" well... for the feedback of course the war stories that my stories prompt you to tell but perhaps the question can best be answered by the ‘bag of woe’ parable the "Once Upon a Time" tale about the troubled village of Contrary its harried citizens and the magical mystical miracle worker who showed up one dreary day saying: I am aware of your torment and woe and I am here to lighten your load! he then instructed the beleaguered citizens to go home and rummage through their harried lives bag up your troubles he said both large and small stuff them all in a sack and drag them down to the town square and stack them around on the wall and when everyone was back and every bag was there the magical mystical miracle worker said: "It’s true, just as I promised. You won’t have to take your sack of troubles home leave it behind when you go however, you will have to take along somebody’s bag of woe so the citizens of Contrary all went to find their own bag and shouldering the load discovered that it was magically and mystically much easier to carry --- End ---

Introduction Japan has long been cited as a major source of cute (kawaii) culture as it has spread around the world, as encapsulated in Christine R. Yano’s phrase ‘Pink Globalization’. This essay charts recent developments in Japanese society through the cute character Rilakkuma, a character produced by San-X (a competitor to Sanrio, which produces the famed Hello Kitty). His name means ‘relaxed bear’, and Rilakkuma and friends are featured in comics, games and other products, called kyarakutā shōhin (also kyarakutā guzzu, which both mean ‘character goods’). Rilakkuma is pictured relaxing, sleeping, eating sweets, and listening to music; he is not only lazy, but he is also unproductive in socio-economic terms. Yet, he is never censured for this lifestyle. He provides visual pleasure to those who buy these goods, but more importantly, Rilakkuma’s story charitably portrays a lifestyle that is fully consumptive with very little, if any, productivity. Rilakkuma’s reified consumption is certainly in line with many earlier analyses of shōjo (young girl) culture in Japan, where consumerism is considered ‘detached from the productive economy of heterosexual reproduction’ (Treat, 281) and valued as an end in itself. Young girl culture in Japan has been both critiqued and celebrated in in opposition to the economic productivity as well as the emotional emptiness and weakening social prestige of the salaried man (Roberson and Suzuki, 9-10). In recent years, ideal masculinity has been further critiqued with the rise of the sōshokukei danshi (‘grass-eating men’) image: today’s Japanese male youth appear to have no appetite for the ‘meat’ associated with heteronormative, competitively capitalistic male roles (Steger 2013). That is not to say all gender roles have vanished; instead, social and economic precarity has created a space for young people to subvert them. Whether by design or by accident, Rilakkuma has come to represent a Japanese consumer maintaining some standard of emotional equilibrium in the face of the instability that followed the Tōhoku earthquake, tsunami and nuclear disaster in early 2011. A Relaxed Bear in a Precarious Japan Certainly much has been written about the ‘lost decade(s)’ in Japan, or the unraveling of the Japanese postwar miracle since the early 1990s in a variety of unsettling ways. The burst of the ‘bubble economy’ in 1991 led to a period of low or no economic growth, uncertain employment conditions and deflation. Because of Japan’s relative wealth and mature economic system, this was seen a gradual process that Mark Driscoll calls a shift from the ‘so-called Japan Inc. of the 1980s’ to ‘“Japan Shrink” of the 2010s and 2020s’ (165). The Japanese economy was further troubled by the Global Financial Crisis of 2008, and then the Tōhoku disasters. These events have contributed to Japan’s state of ambivalence, as viewed by both its citizens and by external observers. Despite its relative wealth, the nation continues to struggle with deflation (and its corresponding stagnation of wages), a deepening chasm between the two-tier employment system of permanent and casual work, and a deepening public mistrust of corporate and governing authorities. Some of this story is not ‘new’; dual employment practices have existed throughout Japan’s postwar history. What has changed, however, is the attitudes of casual workers; it is now thought to be much more difficult, if not impossible, to shift from low paid, insecure casual labour to permanent, secure positions. The overall unemployment rate remains low precisely because the number of temporary and part time workers has increased, as much as one third of all workers in 2012 (The Japan Times). The Japanese government now concedes that ‘the balance of working conditions between regular and non-regular workers have therefore become important issues’ (Ministry of Health, Labour and Welfare); many see this is not only a distinction between ‘haves’ and ‘have-nots’, but also of a generational shift of those who achieved secure positions before the ‘lost decade’, and those who came after. Economic, political, environmental and social insecurity have given rise to a certain level public malaise, not conducive to a robust consumer culture. Enter Rilakkuma: he, like many other cute characters in Japan, entices the consumer to feel good about spending – or perhaps, to feel okay about spending? – in this precarious time of underemployment and uncertainty about the future. ‘Cute’ Characters: Attracting as Well as Attractive Cute (‘kawaii’) culture in Japan is not just aesthetic; it includes ‘a turn to emotion and even sentimentality, in some of the least likely places’ (Yano, 7). Cute kyarakutā are not just sentimentally attractive; they are more precisely attracting images which are used to sell these character goods: toys, household objects, clothing and stationery. Occhi writes that many kyarakutā are the result of an ‘anthropomorphization’ of objects or creatures which ‘guide the user towards specific [consumer] behaviors’ (78). While kyarakutā would be created first to sell a product, in the end, the character’s popularity at times can eclipse the product’s value, and the character thus becomes ‘pure product’, as in the case of Hello Kitty (Yano, 10). Most characters, however, merely function as ‘specific representatives of a product or service rendered mentally “sticky” through narratives, wordplay and other specialized aspects of their design’ (Occhi, 86). Miller refers to this phenomenon as ‘Japan’s zoomorphic urge’, and argues that etiquette guides and public service posters, which frequently use cute and cuddly animals in the place of humans, is done to ‘render […] potentially dangerous or sensitive topics as safe and acceptable’ (69). Cuteness instrumentally turns away from negative aspects of society, whether it is the demonstration of etiquette rules in public, or the portrayal of an underemployed or unemployed person watching TV at home, as in Rilakkuma. Thus we see a revitalization of the cute zeitgeist in Japanese consumerism in products such as the Rilakkuma franchise, produced by San-X, a company that produces and distributes ‘stationary [sic], sundry goods, merchandises [sic], and paper products with original design.’ (San-X Net). Who Is Rilakkuma? According to the company’s ‘fan’ books, written in response to the popularity of Rilakkuma’s character goods (Nakazawa), the background story of Rilakkuma is as follows: one day, a smallish bear found its way unexplained into the apartment of a Japanese OL (office lady) named Kaoru. He spends his time ‘being of no use to Kaoru, and is actually a pest by lying around all day doing nothing… his main concerns are meals and snacks. He seems to hate the summer [heat].’ Other activities include watching television, listening to music, taking long baths, and tossing balls of paper into the rubbish bin (Nakazawa, 4). His comrades are Korilakkuma (loosely translated as ‘Little Rilakkuma’) and Kiiroitori (simply, ‘Yellow Bird’). Korilakkuma is a smaller and paler version of Rilakkuma; like her friend, she appears in Kaoru’s apartment for no reason. She is described as liking to pull pranks (itazuradaisuki) and is comparatively more energetic (genki) than Rilakkuma; her main activities are imitating Rilakkuma and looking for someone with whom to play (6). Lastly, Kiiroitori is a small yellow bird resembling a chick, and seems to be the only character of the three who has any ‘right’ to reside in Kaoru’s apartment. Kiiroitori was a pet bird residing in cage before the appearance of these two bears, but after Rilakkuma and Korilakkuma set themselves up in her small apartment, Kiiroitori was liberated from his cage and flies in the faces of lazy Rilakkuma and mischievous Korilakkuma (7). Kiiroitori likes tidiness, and is frequently cleaning up after the lazy bears, and he can be short tempered about this (ibid). Kiiroitori’s interests include the charming but rather thrifty ‘finding spare change while cleaning up’ and ‘bear climbing’, which is enjoyed primarily for its annoyance to the bears (ibid). Fig. 1: Korilakkuma, Rilakkuma and Kiiroitori, in 10-year anniversary attire (photo by author). This narrative behind these character goods is yet another aspect of their commodification (in other words, their management, distribution and copyright protection). The information presented ­– the minute details of the characters’ existence, illustrated with cute drawings and calligraphy – enriches the consumer process by deepening the consumers’ interaction with the product. How does the story become as attractive as the cute character? One of the striking characteristics of the ‘official’ Rilakkuma discourse is the sense of ‘ikinari yattekita’ (things happening ‘out of the blue’; Nakazawa 22), or ‘naru yō ni narimasu’ (‘whatever will be will be’; 23) reasoning behind the narrative. Buyers want to know how and why these cute characters come into being, but there is no answer. To some extent, this vagueness reflects the reality of authorship: the characters were first conceptualized by a designer at San-X named Kondō Aki, who left the company soon after Rilakkuma’s debut in 2003 (Akibako). But this ‘out of the blue’ quality of the characters strikes a chord in many consumers’ view of their own lives: why are we here? what are we doing, and why do we do it? The existence of these characters and the reasons for their traits and preferences are inexplicable. There is no reason why or how Rilakkuma came to be – instead, readers are told that to just relax, ‘go with the flow’, and ‘what can be done today can always be done tomorrow’. Procrastination would normally be considered meiwaku, or bothersome to others who depend on you. In Productive Japan, this behavior is not valued. In Precarious Japan, however, underemployment and nonproductivity takes the pressure away from individuals to judge this behavior as negative. Procrastination shifts from meiwaku to normality, and to be transformed into kawaii culture, accepted and even celebrated as such. Rilakkuma is not the first Japanese pop cultural character to rub up against the hyper productive, gambaru (fight!) attitude associated with previous generations, with their associated tropes of the juken jikoku (exam preparation hell) for students, or the karōshi (death from overwork) salaried worker. An early example of this would be Chibi Marukochan (‘Little Maruko’), a comic character created in 1986 but whose popularity peaked in the 1990s. Maruko is an endearing but flawed primary school student who is cute and amusing, but also annoying and short tempered (Sakura). Flawed characters were frequently featured in Japanese popular culture, but Maruko was one of the first featured as heroine, not a jester-like sidekick. As an early example of Japanese cute, subversive characters, Maruko was often annoying and lazy, but she at least aspired to traits such as doing well in school and being a good daughter in her extended family. Rilakkuma, perhaps, demonstrates the extension of this cute but subversive hero/ine: when the stakes are lower (or at their lowest), so is the need for stress and anxiety. Taking it easy is the best option. Rilakkuma’s ‘charm point’ (chāmu pointo, which describes one’s personal appeal), is his transgressive cuteness, and this has paid off for San-X over the years in successful sales of his comic books as well as a variety of products (see fig. 2). Fig. 2: An example of some of the goods for sale in early 2014: a fleecy blanket, a 3d puzzle, note pads and stickers, decorative toggles for a school bag or purse, comic and ‘fan’ books, and a toy car (photo by the author). Over the decade between 2003 and 2013, San X has produced 51 volumes of Rilakkuma comics (Tonozuka, 37 – 42) and over 20 different series of stuffed animals (43 – 45); plus cushions, tote bags, tableware, stationery, and variety goods such as toilet paper holders, umbrellas and contact lens cases (46 – 52). While visiting the Rilakkuma themed shop in Tokyo Station in October 2013, a newly featured and popular product was the Rilakkuma ‘onesie’, a unisex and multipurpose outfit for adults. These products’ diversity are created to meet the consumer desires of Rilakkuma’s significant following in Japan; in a small-scale study of Japanese university students, researchers found that Rilakkuma was the number one nominated ‘favorite character’ (Nosu and Tanaka, 535). Furthermore, students claimed that the attractiveness of favorite characters were judged not just on their appearance, but also due to specific characteristics: ‘characters that are always idle, relaxed, stress-free’ and those ‘that have unusual behavior or stray from the right path’ (ibid) were cited as especially attractive/attracting. Just like Rilakkuma, these researchers found that young Japanese people – the demographic perhaps most troubled by an insecure economic future – are attracted to ‘characters that have flaws in some ways and are not merely cute’ (536). Where to, Rilakkuma? Miller, in her discussion of Japanese animal characters in a variety of cute cultural settings writes Non-human animals emerge as useful metaphors for humans, yet […] it is this aesthetic load rather than the lesson or the ideology behind the image that often becomes the center of our attention. […] However, I think it is useful to separate our analysis of zoomorphic images as vehicles for cuteness from their other possible uses and possible utility in many areas of culture (70). Similarly, we need to look beyond cute, and see what Miller terms as ‘the lesson’ behind the ‘aesthetic load’: here, how cuteness disguises social malaise and eases the shift from ‘Japan Inc.’ to ‘Japan Shrink’. When particular goods are ‘tied’ to other products, the message behind the ‘aesthetic load’ are complicated and deepened. Rilakkuma’s recent commercial (in)activity has been characterized by a variety of ‘tai uppu’ (tie ups), or promotional links between the Rilakkuma image and other similarly aligned products. Traditionally, tie ups in Japan have been most successful when formed between products that were associated with similar audiences and similar aesthetic preferences. We have seen tie ups, for example, between Hello Kitty and McDonald’s (targeting youthful fast food customers) since 1999 (Yano, 129). In ‘Japan Shrink’s’ competitive consumer market, tie ups are becoming more strategic, and all the more interesting. One of the troubled markets in Japan, as elsewhere, is the music industry. Shrinking expendable income coupled with a variety of downloading practices means the traditional popular music industry (primarily in the form of CDs) is in decline. In 2009, Rilakkuma began a co-badged campaign with Tower Records Japan – after all, listening to music is one of Rilakkuma’s listed favourite past times. TRJ was then independent from its failed US counterpart, and a major figure in the music retail scene despite disappointing CD sales since the late 1990s (Stevens, 85). To stir up consumer interest, TRJ offered objects, such as small dolls, towels and shopping bags, festooned with Rilakkuma images and phrases such as ‘Rilakkuma loves Tower Records’ and ‘Relaxed Tour 2012’ (Tonozuka, 72 – 73). Rilakkuma, in a familiar pose lying back with his arms crossed behind his head, but surrounded by musical notes and the phrase ‘No Music, No Life’ (72), presents compact image of the consumer zeitgeist of the day: one’s ikigai (reason for living) is clearly contingent on personal enjoyment, despite Japan’s music industry woes. Rilakkuma also enjoys a close relationship with the ubiquitous convenience store Lawson, which has over 11,000 individual stores throughout Japan and hundreds more overseas (Lawson, Corporate Information). Japanese konbini (the Japanese term for convenience stores), unlike their North American or Australian counterparts, enjoy a higher consumer image in terms of the quality and variety of their products, thus symbolize a certain relaxed lifestyle, as per Merry I. White’s description of the ‘no hands housewife’ breezing through the evening meal preparations thanks to ready made dishes purchased at konbini (72). Japanese convenience stores sell a variety of products, but sweets (Rilakkuma’s favourite) take up a large proportion of shelf space in many stores. The most current ‘Rilakkuma x Lawson campaign’ was undertaken between September and November 2013. During this period, customers earned points to receive a free teacup; certainly Rilakkuma’s cuteness motivated consumers to visit the store to get the prize. All was not well with this tie up, however; complaints about cracked teacups resulted in an external investigation. Finding no causal relationship between construction and fault, Lawson still apologized and offered to exchange any of the approximately 1.73 million cups with an alternate prize for any consumers who so wished (Lawson, An Apology). The alternate prize was still cute in its pink colouring and kawaii character pattern, but it was a larger and much sturdier commuter type mug. Here we see that while Rilakkuma is relaxed, he is still aware of corporate Japan’s increasing sense of corporate accountability and public health. One last tie up demonstrates an unusual alliance between the Rilakkuma franchise and other cultural icons. 2013 marked the ten-year anniversary of Rilakkuma and friends, and this was marked by several prominent campaigns. In Kyoto, we saw Rilakkuma and friends adorning o-mamori (religious amulets) at the famed Kinkakuji (Golden Pavilion), a major temple in Kyoto (see fig. 3a). The ‘languid dream’ of the lazy bear is a double-edged symbol, contrasting with the disciplined practice of Buddhism and complying with a Zen-like dream state of the beauty of the grounds. Another ten-year anniversary campaign was the tie up between Rilakkuma and the 50 year anniversary of JR’s Yamanote Line, the ‘city loop’ in Tokyo. Fig. 3a: Kiiroitori sits atop Rilakkuma with Korilakkuma by their side at the Golden Pavillion, Kyoto. The top caption reads: ‘Relaxed bear, Languid at the Golden Pavilion; Languid Dream Travelogue’Fig. 3b: a key chain made to celebrate Rilakkuma’s appointment to the JR Line; still lazy, Rilakkuma lies on his side but wears a conductor’s cap. This tie up was certainly a coup, for the Yamanote Line is a significant part of 13 million Tokyo residents’ lives, as well as a visible fixture in the cultural landscape since the early postwar period. The Yamanote, with its distinctive light green coloring (uguisuiro, which translates literally to ‘nightingale [bird] colour’) has its own aesthetic: as one of the first modern train lines in the capital, it runs through all the major leisure districts and is featured in many popular songs and even has its own drinking game. This nostalgia for the past, coupled with the masculine, super-efficient former national railway’s system is thus juxtaposed with the lazy, feminized teddy bear (Rilakkuma is male, but his domain is feminine), linking a longing for the past with gendered images of production and consumption in the present. In figure 3b, we see Rilakkuma riding the Yamanote on his own terms (lying on his side, propped up by one elbow – a pose we would never see a JR employee take in public). This cheeky cuteness increases the iconic train’s appeal to its everyday consumers, for despite its efficiency, this line is severely overcrowded during peak hours and suffers from user malaise with respect to etiquette and safety issues. Life in contemporary Japan is no longer the bright, shiny ‘bubble’ of the 1980s. Japan is wrestling with internal and external demons: the nuclear crisis, the lagging economy, deteriorating relations with China, and a generation of young people who have never experienced the optimism of their parents’ generation. Dreamlike, Japan’s denizens move through the contours of their daily lives much as they have in the past, for major social structures remain for the most part in tact; instead, it is the vision of the future that has altered. In this environment, we can argue that kawaii aesthetics are all the more important, for if we are uncomfortable thinking about negative or depressing topics such as industries in decline, questionable consumer safety standards, and overcrowded trains, a cute bear can make it much more ‘bear’-able.ReferencesDriscoll, Mark. “Debt and Denunciation in Post-Bubble Japan: On the Two Freeters.” Cultural Critique 65 (2007): 164-187. Kondō Aki - akibako. “Profile [of Designer Aki Kondō].” 6 Feb. 2014 ‹http://www.akibako.jp/profile/›. Lawson. “Kigyō Jōhō: Kaisha Gaiyō [Corporate Information: Company Overview].” Feb. 2013. 10 Feb. 2014 ‹http://www.lawson.co.jp/company/corporate/about.html/›. Lawson. “Owabi to Oshirase: Rōson aki no rilakkuma fea keihin ‘rilakkuma tei magu’ hason no osore [An Apology and Announcement: Lawson’s Autumn Rilakkuma Fair Giveaway ‘Rilakkuma Tea Mug’ Concern for Damage.” 2 Dec. 2013. 10 Feb. 2014 ‹http://www.lawson.co.jp/emergency/detail/detail_84331.html›. Miller, Laura. “Japan’s Zoomorphic Urge.” ASIANetwork Exchange XVII.2 (2010): 69-82. Ministry of Health, Labour and Welfare. “Employment Security.” 10 Feb. 2014 ‹http://www.mhlw.go.jp/english/policy/employ-labour/employment-security/dl/employment_security_bureau.pdf›. Nakazawa Kumiko, ed. Rirakkuma Daradara Fuan Bukku [Relaxed Bear Leisurely Fan Book]. Tokyo: Kabushikigaisha Shufutoseikatsu. 2008. Nosu, Kiyoshi, and Mai Tanaka. “Factors That Contribute to Japanese University Students’ Evaluations of the Attractiveness of Characters.” IEEJ Transactions on Electrical and Electronic Engineering 8.5 (2013): 535–537. Occhi, Debra J. “Consuming Kyara ‘Characters’: Anthropomorphization and Marketing in Contemporary Japan.” Comparative Culture 15 (2010): 78–87. Roberson, James E., and Nobue Suzuki, “Introduction”, in J. Roberson and N. Suzuki, eds., Men and Masculinities in Contemporary Japan: Dislocating the Salaryman Doxa. London: RoutledgeCurzon, 2003. 1-19. Sakura, Momoko. Chibi Marukochan 1 [Little Maruko, vol. 1]. Tokyo: Shūeisha, 1987 [1990]. San-X Net. “Company Info.” 10 Feb. 2014 ‹http://www.san-x.jp/COMPANY_INFO.html›. Steger, Brigitte. “Negotiating Gendered Space on Japanese Commuter Trains.” ejcjs 13.3 (2013). 29 Apr. 2014 ‹http://www.japanesestudies.org.uk/ejcjs/vol13/iss3/steger.html› Stevens, Carolyn S. Japanese Popular Music: Culture, Authenticity and Power. London: Routledge, 2008. The Japan Times. “Nonregulars at Record 35.2% of Workforce.” 22 Feb. 2012. 6 Feb. 2014 ‹http://www.japantimes.co.jp/news/2012/02/22/news/nonregulars-at-record-35-2-of-workforce/#.UvMb-kKSzeM›. Tonozuka Ikuo, ed. Rirakkuma Tsuzuki Daradara Fan Book [Relaxed Bear Leisurely Fan Book, Continued]. Tokyo: Kabushikigaisha Shufutoseikatsu, 2013. Treat, John Whittier. “Yoshimoto Banana’s Kitchen, or The Cultural Logic of Japanese Consumerism.” In L. Skov and B. Moeran, eds., Women, Media and Consumption in Japan, Surrey: Curzon, 1995. 274-298. White, Merry I. “Ladies Who Lunch: Young Women and the Domestic Fallacy in Japan.” In K. Cwiertka and B. Walraven, eds., Asian Food: The Global and the Local. Honolulu: University of Hawai’i Press, 2001. 63-75. Yano, Christine R. Pink Globalization: Hello Kitty’s Trek across the Pacific. Durham, NC: Duke University Press, 2013.

Introduction Darkness is often characterised as something that warrants heightened caution and scrutiny – signifying increased danger and risk. Within settler-colonial settings such as Australia, cautionary and negative connotations of darkness are projected upon Black people and their bodies, forming part of continuing colonial regimes of power (Moreton-Robinson). Negative stereotypes of “dark” continues to racialise all Indigenous peoples. In Australia, Indigenous peoples are both Indigenous and Black regardless of skin colour, and this plays out in a range of ways, some of which will be highlighted within this article. This article demonstrates that for Indigenous peoples, associations of fear and danger are built into the structural mechanisms that shape and maintain colonial understandings of Indigenous peoples and their bodies. It is this embodied form of darkness, and its negative connotations, and responses that we explore further. Figure 1: Megan Cope’s ‘I’m not afraid of the Dark’ t-shirt (Fredericks and Heemsbergen 2021) Responding to the anxieties and fears of settlers that often surround Indigenous peoples, Quandamooka artist and member of the art collective ProppaNow, Megan Cope, has produced a range of t-shirts, one of which declares “I’m not afraid of the Dark” (fig. 1). The wording ‘reflects White Australia’s fear of blackness’ (Dark + Dangerous). Exploring race relations through the theme of “darkness”, we begin by discussing how negative connotations of darkness are represented through everyday lexicons and how efforts to shift prejudicial and racist language are often met with defensiveness and resistance. We then consider how fears towards the dark translate into everyday practices, reinforced by media representations. The article considers how stereotype, conjecture, and prejudice is inflicted upon Indigenous people and reflects white settler fears and anxieties, rooting colonialism in everyday language, action, and norms. The Language of Fear Indigenous people and others with dark skin tones are often presented as having a proclivity towards threatening, aggressive, deceitful, and negative behaviours. This works to inform how Indigenous peoples are “known” and responded to by hegemonic (predominantly white) populations. Negative connotations of Indigenous people are a means of reinforcing and legitimising the falsity that European knowledge systems, norms, and social structures are superior whilst denying the contextual colonial circumstances that have led to white dominance. In Australia, such denial corresponds to the refusal to engage with the unceded sovereignty of Aboriginal peoples or acknowledge Indigenous resistance. Language is integral to the ways in which dominant populations come to “know” and present the so-called “Other”. Such language is reflected in digital media, which both produce and maintain white anxieties towards race and ethnicity. When part of mainstream vernacular, racialised language – and the value judgments associated with it – often remains in what Moreton-Robinson describes as “invisible regimes of power” (75). Everyday social structures, actions, and habits of thought veil oppressive and discriminatory attitudes that exist under the guise of “normality”. Colonisation and the dominance of Eurocentric ways of knowing, being, and doing has fixated itself on creating a normality that associates Indigeneity and darkness with negative and threatening connotations. In doing so, it reinforces power balances that presents an image of white superiority built on the invalidation of Indigeneity and Blackness. White fears and anxieties towards race made explicit through social and digital media are also manifest via subtle but equally pervasive everyday action (Carlson and Frazer; Matamoros-Fernández). Confronting and negotiating such fears becomes a daily reality for many Indigenous people. During the height of the 2020 Black Lives Matter protests in the United States, which extended to Australia and were linked to deaths in custody and police violence, African American poet Saul Williams reminded his followers of the power of language in constructing racialised fears (saulwilliams). In an Instagram post, Williams draws back the veil of an uncontested normality to ask that we take personal responsibility over the words we use. He writes: here’s a tip: Take the words DARK or BLACK in connection to bad, evil, ominous or scary events out of your vocabulary. We learn the stock market crashed on Black Monday, we read headlines that purport “Dark Days Ahead”. There’s “dark” or “black” humour which implies an undertone of evil, and then there are people like me who grow up with dark skin having to make sense of the English/American lexicon and its history of “fair complexions” – where “fair” can mean “light; blond.” OR “in accordance with rules or standards; legitimate.” We may not be fully responsible for the duplicitous evolution of language and subtle morphing of inherited beliefs into description yet we are in full command of the words we choose even as they reveal the questions we’ve left unasked. Like the work of Moreton-Robinson and other scholars, Williams implores his followers to take a reflexive position to consider the questions often left unasked. In doing so, he calls for the transcendence of anonymity and engagement with the realities of colonisation – no matter how ugly, confronting, and complicit one may be in its continuation. In the Australian context this means confronting how terms such as “dark”, “darkie”, or “darky” were historically used as derogatory and offensive slurs for Aboriginal peoples. Such language continues to be used today and can be found in the comment sections of social media, online news platforms, and other online forums (Carlson “Love and Hate”). Taking the move to execute personal accountability can be difficult. It can destabilise and reframe the ways in which we understand and interact with the world (Rose 22). For some, however, exposing racism and seemingly mundane aspects of society is taken as a personal attack which is often met with reactionary responses where one remains closed to new insights (Whittaker). This feeds into fears and anxieties pertaining to the perceived loss of power. These fears and anxieties continue to surface through conversations and calls for action on issues such as changing the date of Australia Day, the racialised reporting of news (McQuire), removing of plaques and statues known to be racist, and requests to change placenames and the names of products. For example, in 2020, Australian cheese producer Saputo Dairy Australia changed the name of it is popular brand “Coon” to “Cheer Tasty”. The decision followed a lengthy campaign led by Dr Stephen Hagan who called for the rebranding based on the Coon brand having racist connotations (ABC). The term has its racist origins in the United States and has long been used as a slur against people with dark skin, liking them to racoons and their tendency to steal and deceive. The term “Coon” is used in Australia by settlers as a racist term for referring to Aboriginal peoples. Claims that the name change is example of political correctness gone astray fail to acknowledge and empathise with the lived experience of being treated as if one is dirty, lazy, deceitful, or untrustworthy. Other brand names have also historically utilised racist wording along with imagery in their advertising (Conor). Pear’s soap for example is well-known for its historical use of racist words and imagery to legitimise white rule over Indigenous colonies, including in Australia (Jackson). Like most racial epithets, the power of language lies in how the words reflect and translate into actions that dehumanise others. The words we use matter. The everyday “ordinary” world, including online, is deeply politicised (Carlson and Frazer “They Got Filters”) and comes to reflect attitudes and power imbalances that encourage white people to internalise the falsity that they are superior and should have control over Black people (Conor). Decisions to make social change, such as that made by Saputo Dairy Australia, can manifest into further white anxieties via their ability to force the confrontation of the circumstances that continue to contribute to one’s own prosperity. In other words, to unveil the realities of colonialism and ask the questions that are too often left in the dark. Lived Experiences of Darkness Colonial anxieties and fears are driven by the fact that Black populations in many areas of the world are often characterised as criminals, perpetrators, threats, or nuisances, but are rarely seen as victims. In Australia, the repeated lack of police response and receptivity to concerns of Indigenous peoples expressed during the Black Lives Matter campaign saw tens of thousands of people take to the streets to protest. Protestors at the same time called for the end of police brutality towards Indigenous peoples and for an end to Indigenous deaths in custody. The protests were backed by a heavy online presence that sought to mobilise people in hope of lifting the veil that shrouds issues relating to systemic racism. There have been over 450 Aboriginal and Torres Strait Islander people to die in custody since the end of the Royal Commission into Aboriginal Deaths in Custody in 1991 (The Guardian). The tragedy of the Indigenous experience gains little attention internationally. The negative implications of being the object of white fear and anxiety are felt by Indigenous and other Black communities daily. The “safety signals” (Daniella Emanuel) adopted by white peoples in response to often irrational perceptions of threat signify how Indigenous and other Black peoples and communities are seen and valued by the hegemony. Memes played out in social media depicting “Karens” – a term that corresponds to caricaturised white women (but equally applicable to men) who exhibit behaviours of entitlement – have increasing been used in media to expose the prevalence of irrational racial fears (also see Wong). Police are commonly called on Indigenous people and other Black people for simply being within spaces such as shopping malls, street corners, parks, or other spaces in which they are considered not to belong (Mohdin). Digital media are also commonly envisioned as a space that is not natural or normal for Indigenous peoples, a notion that maintains narratives of so-called Indigenous primitivity (Carlson and Frazer). Media connotations of darkness as threatening are associated with, and strategically manipulated by, the images that accompany stories about Indigenous peoples and other Black peoples. Digital technologies play significant roles in producing and disseminating the images shown in the media. Moreover, they have a “role in mediating and amplifying old and new forms of abuse, hate, and discrimination” (Matamoros-Fernández and Farkas). Daniels demonstrates how social media sites can be spaces “where race and racism play out in interesting, sometimes disturbing, ways” (702), shaping ongoing colonial fears and anxieties over Black peoples. Prominent footballer Adam Goodes, for example, faced a string of attacks after he publicly condemned racism when he was called an “Ape” by a spectator during a game celebrating Indigenous contributions to the sport (Coram and Hallinan). This was followed by a barrage of personal attacks, criticisms, and booing that spread over the remaining years of his football career. When Goodes performed a traditional war dance as a form of celebration during a game in 2015, many turned to social media to express their outrage over his “confrontational” and “aggressive” behaviour (Robinson). Goodes’s affirmation of his Indigeneity was seen by many as a threat to their own positionality and white sensibility. Social media were therefore used as a mechanism to control settler narratives and maintain colonial power structures by framing the conversation through a white lens (Carlson and Frazer “They Got Filters”). Indigenous peoples in other highly visible fields have faced similar backlash. In 1993, Elaine George was the first Aboriginal person to feature on the cover of Vogue magazine, a decision considered “risky” at the time (Singer). The editor of Vogue later revealed that the cover was criticised by some who believed George’s skin tone was made to appear lighter than it actually was and that it had been digitally altered. The failure to accept a lighter skin colour as “Aboriginal” exposes a neglect to accept ethnicity and Blackness in all its diversity (Carlson and Frazer “They Got Filters”; Carlson “Love and Hate”). Where Adam Goodes was criticised for his overt expression of Blackness, George was critisised for not being “black enough”. It was not until seventeen years later that another Aboriginal model, Samantha Harris, was featured on the cover of Vogue (Marks). While George inspired and pathed the way for those to come, Harris experienced similar discrimination within the industry and amongst the public (Carson and Ky). Singer Jessica Mauboy (in Hornery) also explains how her identity was managed by others. She recalls, I was pretty young when I first received recognition, and for years I felt as though I couldn't show my true identity. What I was saying in public was very dictated by other people who could not handle my sense of culture and identity. They felt they had to take it off my hands. Mauboy’s experience not only demonstrates how Blackness continues to be seen as something to “handle”, but also how power imbalances play out. Scholar Chelsea Watego offers numerous examples of how this occurs in different ways and arenas, for example through relationships between people and within workplaces. Bargallie’s scholarly work also provides an understanding of how Indigenous people experience racism within the Australian public service, and how it is maintained through the structures and systems of power. The media often represents communities with large Indigenous populations as being separatist and not contributing to wider society and problematic (McQuire). Violence, and the threat of violence, is often presented in media as being normalised. Recently there have been calls for an increased police presence in Alice Springs, NT, and other remotes communities due to ongoing threats of “tribal payback” and acts of “lawlessness” (Sky News Australia; Hildebrand). Goldberg uses the phrase “Super/Vision” to describe the ways that Black men and women in Black neighbourhoods are continuously and erroneously supervised and surveilled by police using apparatus such as helicopters and floodlights. Simone Browne demonstrates how contemporary surveillance practices are rooted in anti-black domination and are operationalised through a white gaze. Browne uses the term “racializing surveillance” to describe a ”technology of social control where surveillance practices, policies, and performances concern the production of norms pertaining to race and exercise a ‘power to define what is in or out of place’” (16). The outcome is often discriminatory treatment to those negatively racialised by such surveillance. Narratives that associate Indigenous peoples with darkness and danger fuel colonial fears and uphold the invisible regimes of power by instilling the perception that acts of surveillance and the restrictions imposed on Indigenous peoples’ autonomy are not only necessary but justified. Such myths fail to contextualise the historic colonial factors that drive segregation and enable a forgetting that negates personal accountability and complicity in maintaining colonial power imbalances (Riggs and Augoustinos). Inayatullah and Blaney (165) write that the “myth we construct calls attention to a darker, tragic side of our ethical engagement: the role of colonialism in constituting us as modern actors.” They call for personal accountability whereby one confronts the notion that we are both products and producers of a modernity rooted in a colonialism that maintains the misguided notion of white supremacy (Wolfe; Mignolo; Moreton-Robinson). When Indigenous and other Black peoples enter spaces that white populations don’t traditionally associate as being “natural” or “fitting” for them (whether residential, social, educational, a workplace, online, or otherwise), alienation, discrimination, and criminalisation often occurs (Bargallie; Mohdin; Linhares). Structural barriers are erected, prohibiting career or social advancement while making the space feel unwelcoming (Fredericks; Bargallie). In workplaces, Indigenous employees become the subject of hyper-surveillance through the supervision process (Bargallie), continuing to make them difficult work environments. This is despite businesses and organisations seeking to increase their Indigenous staff numbers, expressing their need to change, and implementing cultural competency training (Fredericks and Bargallie). As Barnwell correctly highlights, confronting white fears and anxieties must be the responsibility of white peoples. When feelings of shock or discomfort arise when in the company of Indigenous peoples, one must reflexively engage with the reasons behind this “fear of the dark” and consider that perhaps it is they who are self-segregating. Mohdin suggests that spaces highly populated by Black peoples are best thought of not as “black spaces” or “black communities”, but rather spaces where white peoples do not want to be. They stand as reminders of a failed colonial regime that sought to deny and dehumanise Indigenous peoples and cultures, as well as the continuation of Black resistance and sovereignty. Conclusion In working towards improving relationships between Black and white populations, the truths of colonisation, and its continuing pervasiveness in local and global settings must first be confronted. In this article we have discussed the association of darkness with instinctual fears and negative responses to the unknown. White populations need to reflexively engage and critique how they think, act, present, address racism, and respond to Indigenous peoples (Bargallie; Moreton-Robinson; Whittaker), cultivating a “decolonising consciousness” (Bradfield) to develop new habits of thinking and relating. To overcome fears of the dark, we must confront that which remains unknown, and the questions left unasked. This means exposing racism and power imbalances, developing meaningful relationships with Indigenous peoples, addressing structural change, and implementing alternative ways of knowing and doing. Only then may we begin to embody Megan Cope’s message, “I’m not afraid of the Dark”. Acknowledgements We thank Dr Debbie Bargallie for her feedback on our article, which strengthened the work. References ABC News. "Coon Cheese Changes Name to Cheer Cheese, Pledging to 'Build a Culture of Acceptance'." 13 Jan. 2021. <https://www.abc.net.au/news/2021-01-13/coon-cheese-changes-name-cheer-racist-slur-stephen-hagan/13053524>. Alter, Adam L., et al. "The “Bad Is Black” Effect: Why People Believe Evildoers Have Darker Skin than Do-Gooders." Personality and Social Psychology Bulletin 42.12 (2016): 1653-1665. <https://doi.org/10.1177/0146167216669123>. Assari, Shervin, and Cleopatra Howard Caldwell. "Darker Skin Tone Increases Perceived Discrimination among Male but Not Female Caribbean Black Youth." Children 4.12 (2017): 107. <https://doi.org/10.3390/children4120107>. Attwood, Brian. The Making of the Aborigines. Routledge, 2020. Bargallie, Debbie. Unmasking the Racial Contract: Indigenous Voices on Racism in the Australian Public Service. Aboriginal Studies Press, 2020. Barnwell, William. "White Fears, Black People: Voluntary Segregation and How to Stop It." The Lens, 28 Jan 2020. 4 Aug. 2020 <https://thelensnola.org/2020/01/28/voluntary-segregation-and-how-to-stop-it/>. Bradfield, Abraham. "Decolonizing the Intercultural: A Call for Decolonizing Consciousness in Settler-Colonial Australia." Religions 10.8 (2019): 469. <https://www.mdpi.com/2077-1444/10/8/469>. Browne, Simone. Dark Matters: On the Surveillance of Blackness. Duke University Press, 2015. Carlson, Bronwyn. "Love and Hate at the Cultural Interface: Indigenous Australians and Dating Apps." Journal of Sociology 56.2 (2020): 133-50. <https://doi.org/10.1177%2F1440783319833181>. ———. The Politics of Identity: Who Counts as Aboriginal Today? Aboriginal Studies Press, 2016. Carlson, Bronwyn, and Ryan Frazer. Social Media Mob: Being Indigenous Online. Macquarie University, 2018. ———. "’They Got Filters’: Indigenous Social Media, the Settler Gaze, and a Politics of Hope." Social Media+ Society 6.2 (2017): 107. <https://doi.org/10.1177/2056305120925261>. Carson, Sarah, and Jenny Ky. "Samantha Harris Speaks Out on Racism in the Modelling Industry." 7 News, 2020. 29 Jan. 2021 <https://7news.com.au/the-morning-show/samantha-harris-speaks-out-on-racism-in-the-modelling-industry-c-1111266>. Conor, Liz. "Dove, Real Beauty and the Racist History of Skin Whitening." Mumbrella, 10 Oct. 2017. 15 Mar. 2021 <https://mumbrella.com.au/dove-real-beauty-racist-history-skin-whitening-476801>. Coram, Stella, and Chris Hallinan. "Critical Race Theory and the Orthodoxy of Race Neutrality: Examining the Denigration of Adam Goodes." Australian Aboriginal Studies 1 (2017): 99-111. <https://search.informit.com.au/documentSummary;dn=907032851637853;res=IELAPA>. Daniels, Jessie. “Race and Racism in Internet Studies: A Review and Critique.” New Media & Society 15.5 (2013): 695-719. Dark + Disturbing. "I’m Not Afraid of the Dark." 10 Dec. 2020 <https://www.darkanddisturbing.com.au/shop/im-not-afraid-of-the-dark/>. Doyle, Michael. “The Drum.” ABC TV, 15 Apr. 2021. <https://iview.abc.net.au/video/NC2107H054S00>. Emanuel, Daniella. "The Psychology of Black and Why We’re Scared of the Dark." CNN Health, 1 Sep . 2017. 5 Aug. 2020 <https://edition.cnn.com/2017/09/01/health/colorscope-black-fear-of-darkness/index.html>. Fredericks, Bronwyn. "Collaborative Creative Processes That Challenge Us as "Anomaly", and Affirm Our Indigeneity and Enact Our Sovereignty." M/C Journal 23.5 (2020). <https://doi.org/10.5204/mcj.1674>. ———. "'We Don't Leave Our Identities at the City Limits': Aboriginal and Torres Strait Islander People Living in Urban Localities." Australian Aboriginal Studies 1 (2013): 4-16. <https://search.informit.org/doi/abs/10.3316/informit.422915104662241>. Fredericks, Bronwyn, and Debbie Bargallie. “Situating Race in Cultural Competency Training: A Site of Self-Revelation.” M/C Journal 23.4 (2020). <https://journal.media-culture.org.au/index.php/mcjournal/article/view/1660>. Goldberg, David Theo. Racial Subjects: Writing on Race in America. Psychology Press, 1997. Grewal, Daisy "The "Bad Is Black" Effect." Scientific American 17 Jan. 2017. 5 Dec. 2020 <https://www.scientificamerican.com/article/the-bad-is-black-effect/>. Hebl, Michelle R., et al. "Selectively Friending: Racial Stereotypicality and Social Rejection." Journal of Experimental Social Psychology 48.6 (2012): 1329-1335. <https://doi.org/10.1016/j.jesp.2012.05.019>. Hildebrand, Joe. "Jacinta Price Exposes Hypocrisy of ‘So-Called Progressives’ on Indigenous Violence ‘Epidemic’." Sky News Australia, 2021. 19 Apr. 2021 <https://www.skynews.com.au/details/_6249296751001>. Hornery, Andrew. "Jessica Mauboy Is Discovering Her Much-Loved Voice Can Do More than Just Sing." The Age, 17 Dec. 2019. 28 Jan. 2021 <https://www.theage.com.au/culture/celebrity/jessica-mauboy-is-discovering-her-much-loved-voice-can-do-more-than-just-sing-20191217-p53kpz.html>. Inayatullah, Naeem, and David L. Blaney. "The Dark Heart of Kindness: The Social Construction of Deflection." International Studies Perspectives 13.2 (2012): 164-175. <https://www.jstor.org/stable/44218688>. Jackson, Lauren Michele. “We Need to Talk about Digital Blackface in Reaction GIFs.” Teen Vogue, 2 Aug. 2017. <https://www.teenvogue.com/story/digital-blackface-reaction-gifs>. Jackson, Kathleen. "'Nulla-Nulla: Australia’s White Hope, the Best Household Soap' 1920s." 18 1 (2015): 70-74. <https://www.researchgate.net/profile/Jillian_Barnes/publication/306379190_Representation_and_Power_A_Picture_is_Worth_a_Thousand_Words_-_'Nulla-Nulla_Australia's_White_Hope_The_Best_Household_Soap'_1920s/links/57bbf86e08ae9fdf82ef41d6/Representation-and-Power-A-Picture-is-Worth-a-Thousand-Words-Nulla-Nulla-Australias-White-Hope-The-Best-Household-Soap-1920s.pdf>. Jackson, Reggie. "Scared while White: Hysteria about Peple of Color due to Paranoid Fear of Retribution." Milwaukee Independent, 14 May 2018. 4 Aug. 2020 <http://www.milwaukeeindependent.com/featured/scared-white-hysteria-people-color-due-paranoid-fear-retribution/>. Kahn, Kimberly Barsamian, and Paul G. Davies. "Differentially Dangerous? Phenotypic Racial Stereotypicality Increases Implicit Bias among Ingroup and Outgroup Members." Group Processes & Intergroup Relations 14.4 (2011): 569-580. <https://doi.org/10.1177/1368430210374609>. Kahn, Kimberly Barsamian, et al. "Protecting Whiteness: White Phenotypic Racial Stereotypicality Reduces Police Use of Force." Social Psychological and Personality Science 7.5 (2016): 403-411. <https://doi.org/10.1177/1948550616633505>. Kibria, Nazli, et al. "Imagining the Radicalized Muslim: Race, Anti-Muslim Discourse, and Media Narratives of the 2013 Boston Marathon Bombers." Sociology of Race and Ethnicity 4.2 (2018): 192-205. <https://doi.org/10.1177/2332649217731113>. Lawrence, John. "Indigenous Lives Matter." Arena Magazine 163 (Dec. 2019): 22-24. <https://search-informit-org.ezproxy.library.uq.edu.au/doi/10.3316/informit.920791245017394>. Linhares, Zachary. "Overcoming Our Fear of Black Skin." UMKC: University News, 19 Oct. 2016. 5 Aug. 2020 <https://info.umkc.edu/unews/overcoming-our-fear-of-black-skin/>. Loury, Glenn C. "When Black Lives Matter: Thoughts on the Persistence of Racial Inequality in America." Horizons: Journal of International Relations and Sustainable Development 17 (2020): 190-207. DOI:10.2307/48590573. Marks, Kathy. "Australian Fashionistas Embrace the New Aboriginal Face of ‘Vogue’." Independent, 2011. 29 Jan. 2021 <https://www.independent.co.uk/news/world/australasia/australian-fashionistas-embrace-new-aboriginal-face-vogue-1970013.html>. Matamoros-Fernández, Ariadna. “Platformed Racism: The Mediation and Circulation of an Australian Race-Based Controversy on Twitter, Facebook and YouTube.” Information, Communication & Society 20.6 (2017): 930–46. Matamoros- Fernández, Ariadna, and Johan Farkas. “Racism, Hate Speech, and Social Media: A Systemic Review and Critique.” Television & New Media 22.2 (2021): 205-224. McQuire, Amy. “Black and White Witness.” Meanjin Quarterly, 2019. <https://meanjin.com.au/essays/black-and-white-witness/>. Mignolo, Walter. Local Histories/Global Designs: Coloniality, Subaltern Knowledges, and Border Thinking. Princeton University Press, 2012. Mohdin, Aamna. "Us History Explains That White Fear Is Just Another Way to Enforce Racial Segregation." Quartz, 25 May 2018. 4 Aug. 2020 <https://qz.com/1288067/us-history-explains-that-white-fear-of-black-people-is-just-another-tool-to-enforce-racial-segregation/>. Moreton-Robinson, Aileen. "Whiteness, Epistemology and Indigenous Representation." Whitening Race: Essays in Social and Cultural Criticism. Ed. Aileen Moreton-Robinson. Aboriginal Studies Press, 2004. 75-88. Quadrant. "Stan Grant Given a Good Tanning." Quadrant, 29 Aug. 2017. 25 Feb. 2021 <https://quadrant.org.au/stan-grant-given-good-tanning/>. Riggs, Damien W., and Martha Augoustinos. "The Psychic Life of Colonial Power: Racialised Subjectivities, Bodies and Methods." Journal of Community & Applied Social Psychology 15.6 (2005): 461-477. <https://doi.org/10.1002/casp.838>. Riggs, Damien Wayne. "Benevolence and the Management of Stake: On Being 'Good White People'." Philament 4 (Aug. 2004). <http://hdl.handle.net/2328/14258>. Robinson, Mark. "Adam Goodes’ War Cry Social Media Reaction Shows We’re at War with Ourselves, Says Mark Robinson." Herald Sun, 2015. 13 Jan. 2021 <https://www.news.com.au/adam-goodes-war-cry-social-media-reaction-shows-were-at-war-with-ourselves-says-mark-robinson/news-story/b553ef775ceb9611132a0502456eff35>. Rose, Deborah Bird. Reports from a Wild Country: Ethics for Decolonisation. Sydney: University of New South Wales Press, 2004. saulwilliams. "Here’s a Tip." Instagram, 3 June 2020. <https://www.instagram.com/p/CA8Na0LheY3/?igshid=1vxmglle09nl2>. Schaller, M., et al. "Fear of the Dark: Interactive Effects of Beliefs about Danger and Ambient Darkness on Ethnic Stereotypes." Pers Soc Psychol Bull 29.5 (2003): 637-649. DOI:10.1177/0146167203029005008. Singer, Melissa. "The ‘Risky’ Vogue Cover That Made History but Almost Never Happened." Sydney Morning Herald, 18 Sep. 2020. 18 Jan. 2021 <https://www.smh.com.au/lifestyle/fashion/the-risky-vogue-cover-that-made-history-but-almost-never-happened-20200918-p55wxo.html>. Sky News Australia. "Police Presence Needed to Counter Indigenous ‘Tribal Oayback’ Traditions: Price." 2021. 19 Apr. 2021 <https://www.skynews.com.au/details/_6249296751001>. The Guardian. "Deaths Inside: Every Indigenous Death in Custody since 2008." 10 Dec. 2020 <https://www.theguardian.com/australia-news/ng-interactive/2018/aug/28/deaths-inside-indigenous-australian-deaths-in-custody>. Watego, Chelsea. “Because She Is Black.” IndigenousX, 28 May 2018. <https://indigenousx.com.au/chelsea-bond-because-she-is-black/>. ———. “The Irony of the Aboriginal academic.” IndigenousX, 20 May 2018. <https://indigenousx.com.au/chelsea-bond-the-irony-of-the-aboriginal-academic/>. Westbrook, Dmitri C. "Opinion Editorial: Why Is It That So Many White People Fear Black Men?" College Student Affairs Leadership 1.2 (2014). <http://scholarworks.gvsu.edu/csal/vol1/iss2/4>. Whittaker, Alison. “So White. So What.” Meanjin Quarterly (Autumn 2020). <https://meanjin.com.au/essays/so-white-so-what/>. Wolfe, Patrick. "Settler Colonialism and the Elimination of the Native." Journal of Genocide Research 8.4 (2006): 387-409. DOI:10.1080/14623520601056240. Wong, Julia "The Year of Karen: How a Meme Changed the Way Americans Talked about Racism." The Guardian, 27 Dec. 2020. 15 Jan. 2021 <https://www.theguardian.com/world/2020/dec/27/karen-race-white-women-black-americans-racism>.