Zeitschriftenartikel zum Thema „United States Information Service (Tokyo, Japan)“

Service hubs are neighborhoods where homelessness and efforts to address it cluster. Are these “skid rows” jails without bars, or are there ways that service hubs bolster residents’ feelings of security about their lives? To address these questions, I analyze ethnographic interview data from sixty residents of four hubs—Skid Row, Los Angeles; Overtown, Miami; Kamagasaki, Osaka; and San’ya, Tokyo. I find that in these service hubs, residents’ ontological security is supported by a combination of engagement with organizations, access to subsidized housing and income, and ties with family and friends. However, this sense of security can be undermined by negative experiences with police and crime, poor sanitation, welfare and aid bureaucracy, and redevelopment projects. I argue that these threats should be addressed to enhance the strengths of service hubs, which can provide important insights for efforts toward more even geographic distribution of housing and aid.

Pressed lithium disilicate is largely used for veneer manufacturing, but a new block formulation has recently been released on the market. This study evaluated the clinical performance of milled lithium disilicate veneers (LiSi Block, GC Co., Tokyo, Japan) realized with a fully digital or hybrid workflow using modified United States Public Health Service (USPHS) evaluation criteria and survival rates after 24 months of clinical service together with the patient’s satisfaction using the Visual Analog Scale (VAS). A total of 105 veneers on natural anterior teeth were made on twenty-nine patients with LiSi Block (GC, Tokyo, Japan). Patients were randomly divided into three groups: Group 1, 35 veneers realized with a completely digital workflow using Trios 3 (3Shape A/S, Copenhagen, Denmark); Group 2, 35 veneers realized with a completely digital workflow using Experimental IOS (GC, Tokyo, Japan); and Group 3, 35 veneers realized with a hybrid workflow. The restorations were followed up for 24 months, and the modified USPHS evaluation was performed at baseline, 12 months, and 24 months together with periodontal evaluation. Repeated measures two-way ANOVA and the Tukey test were applied to compare the modified USPHS method values (α = 0.05). STATISTICA 10.0 software and SIGMAPLOT 12.0 software were used to perform statistical analysis. There were no statistically significant differences between the three groups and with the interaction of group vs. time periods. The satisfaction scores of 7.35 ± 1.8 and 9.4 ± 0.37 were recorded before and after treatment, respectively. Milled lithium disilicate veneers showed a good clinical outcome after 2 years of clinical service. No difference was found between fully digital or hybrid workflow.

Identifying the division of labor position of China information industry in the global value chain is particularly important for optimizing the structure of China's information industry and improving its overall competitiveness. The article calculates the global value chain revenue generated by the participation of the information industry in the global value chain division of labor production in various countries, and then establishes a global value chain height index to analyze the global scale and development of China information industry; Analyze the degree of vertical specialization of the information industry through the decomposition of international trade flows, and finally calculate the global value chain status index of the information industry in different countries. The results indicate that: (1) the value chain height index of China's information manufacturing industry is continuously decreasing, at the level of middle and lower reaches; The telecommunications industry and computer programming industry in China information service industry are in an upstream position in the value chain. (2) There is an imbalance in bilateral trade between China and the United States in information manufacturing and information service industries. Compared to the United States, China information industry has a lower value chain position. The United States mainly engages in research and development, design, and other work, while China is more engaged in less value-added work such as assembly and reprocessing. (3) From the global value chain status index, China information manufacturing industry is at the middle and lower reaches of the world, with Japan firmly ranking first and the United States second. The ranking of other developed countries is basically in the top 20, fluctuating between the middle and upper reaches. The position of China's information service industry in the global value chain is at the mid to upper level. Russia, Japan, and the United States are among the top three countries in the global value chain of the information services industry, while developed countries such as the UK, France, and Germany are in the upper reaches of the information services industry.

In 2006, a new 6-year educational system of pharmaceutical sciences was initiated to turn out strong clinical pharmacists in Japan. However, this new attempt is estimated not to fully satisfy the demand of clinical sites and the needs of the society in Japan. The objective of this study is to assess the performance of pharmaceutical services of community pharmacists in Illinois, United States, and Japan with the aim of comparing these services and barriers to pharmacy service delivery. The study designed as a cross-sectional, web-based study among US and Japan pharmacists. The survey asks several questions about demographic data, technical-related information and pharmaceutical services offered to patients, and pharmacy service performance. Almost 50 (92.6%) community pharmacists in United States reported that they dispensed more than 100 prescriptions in 1 day during the study period. In contrast, in Japan, community pharmacists (55.2%) dispensed 10 to 50 prescriptions during the same period. Half of the pharmacists in Japan either strongly agreed or agreed that they lack sufficient interpersonal and management skills. And many pharmacists agreed that lack of appropriate knowledge and insufficient training before graduation are major barriers to optimized pharmacy services in Japan. These findings can be used to promote discussion between Japanese pharmacists and stakeholders about pharmacy education programs in Japan and the future role of the community pharmacists in patient care in Japan.

Power marketing in the United States, Europe, Japan and other developed countries has entered the era of intelligent and networked. Domestic power marketing system means more backward, and the marketing organization system is imperfect. With the intensified competition of market, the Tianfu Thermoelectric original marketing information systems cannot satisfy the development needs of the enterprise, which lacks of top-down overall informatization construction planning and scattered IC cards. According to the current operating status of the joint stock company and existing problems, the establishment of an integrated marketing platform with electricity, heat and gas business is built on a unified infrastructure platform in order to unify customer information, marketing basic platform capabilities and customer service platform function, centralize management of electricity, heat, gas marketing business in one of a big marketing intensive management mode including electricity, heat and gas.

The article considers the possibilities and prospects for the development of GNSS meteorology based on domestic and foreign research. It is noted that the tropospheric delay of the GNSS signal is a valuable source of information about the state of the troposphere. The algorithm for estimating tropospheric delay and the services that perform this assessment (international GNSS service IGS and online service GAPS) are described. The content of the IGS output file with tropospheric delays at the IGS point is considered. The necessary conditions for the implementation of GNSS meteorology are listed, as well as structural diagrams of existing GNSS meteorology systems in the United States and Japan. It is shown that research in this area is being carried out in Russia. It is concluded that the network of permanent base stations in the Novosibirsk Region has the potential for the development of GNSS meteorology in the covered area.

Thailand's relations with Japan during the months surrounding the outbreak of the war in the Pacific are a topic of controversy in Thai historiography; and despite a growing number of studies which have endeavoured to explain, or at least shed light on, the rapid shift in Thai policy from neutrality on 8 December 1941 to an alliance and then declaration of war on the side of Japan by 25 January 1942, little progress or development in the debate has taken place over the decades since the war. This unsatisfactory situation has been largely due to the very limited knowledge available about the diplomatic activities that took place between Thailand and Japan during the period in question. The bulk of our information to date has come from records and recollections of Thais and Europeans involved in the events, and this has concentrated almost entirely on the activities and interplay of Thais and Europeans. The result has been to relegate Japan's presence in events of the period to some dimly perceived undertakings conducted by sinister characters who were nothing more than Thailand's enemies bent on absorbing that country into Japan's new East Asian order. The following article is an effort to redress this imbalance somewhat by directing attention toward Thai-Japanese relations. I have relied greatly on a number of dispatches that passed between Bangkok and Tokyo during the autumn of 1941. Some of the most important of these are available only from “Magic”, the files of intercepted and deciphered Japanese diplomatic messages accumulated by the United States government. The Japanese Foreign Ministry archive files on diplomatic correspondence with Thailand are extremely incomplete, and none of the messages I used from “Magic” are contained in the Japanese files.

In Celebration of the Appearance of the New Journal Ichiro Kato Ex-President, Robotics Society of Japan., Professor, Waseda University It is a great honor for me to extend my congratulations on the occasion of the foundation of this new journal of robotics and mechatronics. Although several academic societies and industrial associations in Japan publish periodicals dealing with robotics and mechatronics, there is no English edition in these fields. It is thus a breakthrough for such an English journal to be published in this country. Since I believe that the development of robotics and mechatronics will be best attained by close international cooperation, I hope this journal will contribute to the promotion of cooperation in these fields. H ere, let me introduce my commitment to robotics. I started a study on artificial hands in 1963. But as a matter of fact, I did not know then that the first industrial robots had appeared in the United States in 1962. Just after the first symposium on robotics held in Tokyo in 1967, certain kinds of robots for industrial use developed in the United States were exhibited in the Harumi Trade Centre in Tokyo. These matters ignited the research and development of robots in Japan. Robots are based on the combined technology of mechanisms and electronics, and robotics has come to play a leading role in the present industrialized world. Industrial robots now have an important place in industrial fields. I forecast that robots will coexist with mankind and assist us not only in industrial fields but also in almost all situations such as welfare and our personal lives. As is well known, Japan is one of the centers in the world for robotics and mechatronics. That is the reason why I celebrate the new publication of this journal in Japan. It will be of significance to achieve greater international exchange of information and ideas by overcoming the barrier of the Japanese language. For the prospects of future robots - my robot, a personal or domestic robot - which will appear in the 21st century, I expect that this journal will play an important role. In Celebration of the Foundation of the ""Journal of Robotics and Mechatronics"" Makoto Kajitani Professor, The University of Electro-Communications It goes without saying that most manufactured products sustammg the recent Japanese industrial growth depend on mechatronics-based technology. Born in Japan in the middle of the 1970's, ""Mechatronics"" has now become a common word in the world, attaining the concept of a central or leading technology in today's industries with its progress. To our regret, however, no mechatronics-professed journal was found either in Japan or worldwide. It is a feat of planning in order to meet the expectations of engineers and researchers engaged in the study of mechatronics in all countries that the first international journal is being published for the world in Japan from which mechatronics originated. As one of the researchers looking forward to the development of mechatronics, I wish to express my gratitude and pleasure. Mechatronics is a technology contriving to create value added through composition and fusion. Mechatronics-like conception is seen in the recent trends of industrial fields to search for new germs of alternation and fusion among different technologies or industries. We are in a time of creating new value through international fusion not only in the branch of technology but also in the spheres of politics and economy. The ultimate aim of developing mechatronics is to be of help to people's mental sufficiency and serenity. For this purpose, grounds are wanted for spiritual fusion among mechatronics engineers or researchers. I hope that this journal will not only be destined for the scientific phase but carry out an interphasic role for international intercourse among engineers and researchers. It is an undeserved honor for me to be favored on the occasion of the foundation of this journal with the opportunity to offer my congratulations. I express my heartfelt wish that this journal will play a pivotal role in interchanging information related to robotics and mechatronics. Congratulatory Messages Russell H. Taylor Editor, IEEE Transactions on Robotics and Automation Congratulations on the establishment of the International Journal of Robotics and Mechatronics. I am confident that your new journal will make a significant contribution to the wider dissemination of the considerable body of excellent research that has hitherto been published in Japanese. I am looking forward to reading it.

Abstract:This paper applies the principles of organization economics (an offshoot of organization theory and a cousin of the New Institutional Economics) to a variety of organizations, mainly public ones. Organization economics seeks to understand and improve the ways in which organizations overcome agency costs, information costs, and other obstacles to efficiency. The private organization discussed in the paper is the modern publicly held (that is, dispersed ownership) business corporation, and the particular problem on which I focus is excessive executive compensation as a symptom of weaknesses in corporate governance. I then discuss two public organizations involved in national security – the US intelligence ‘community’ (a kind of mega-organization) and the Federal Bureau of Investigation in its role as the nation's principal domestic intelligence service. Both exhibit significant dysfunction that organization economics can help us to understand and overcome. I then discuss two types of public organization that have been more successful in overcoming obstacles to organizational efficiency: the judiciary of common law nations, such as the United States, and the very differently structured judiciary of civil law nations, such as France, Germany, and Japan.

The Korea Meteorological Administration (KMA) provides an earthquake early warning (EEW) service by issuing prompt earthquake information for the public to prepare for severe earthquakes. The KMA has established high-quality seismic stations to provide prompt and precise EEW service and has been monitoring observed seismic waves in real time. The ambient signal exhibits characteristics of small repeated amplitudes owing to the background noise near the seismic station. If seismic waves from earthquakes or explosions are observed in seismic stations, their detected amplitudes are higher than those of background noise and possess specific features. Thus, the methods for differentiating between the observed signal and any signal attributed to earthquakes or noise can be the starting of EEW and the main technique. Because this technique is based on the empirical relationship derived using postprocessed data or specific criteria as the standard, it can have more advantages for optimizing the criteria or standards through observing several seismic events in seismic stations operated in real time. However, fewer earthquakes have occurred in the Korean Peninsula compared to the West of the United States, Japan, and Taiwan. It is difficult to set up the optimal criteria and validate it for seismic stations operating in Korea. In this study, we applied simulated methods to validate the possibility of setting up the optimal criteria. For the simulated results, the analyzed data did not include any delayed waveforms under the ideal condition. We compared the analyzed results observed in detail during the EEW-testing periods. Even though differences between the simulation and EEW-testing results were observed, it was proven that there was no problem in analyzing the earthquake information. In addition, we could design the optimization of module for detecting the P-wave in the Korean Peninsula.

Objectives The purposes of this study were to analyze the achievement standards of elementary mathematics and curriculum in each country from the perspective of data literacy, compare and analyze the problem of ill-structured in math textbooks, and present the direction of future curriculum and textbook development. Methods To analyze the elementary mathematics curriculum standards in Korea, the United States, Japan, and India from a data literacy perspective, components of data literacy was selected and analyzed with a focus on whether the standards in each country's curriculum reflect the content of the components. After categorizing the standards, to analyze the cognitive level of the standards, the level of the standards is compared by the mathematics cognitive domain, which is an indicator for the development of the TIMSS 2019 assessment, and the problems ill-structured of in each country are examined in terms of realism, complexity, and openness. Results Compared to other countries, Korea did not deal with various aspects of data literacy in the curriculum standards, and showed a low proportion in the cognitive domain that requires high-dimensional thinking. The problems of ill-structured in textbook were practical in that it mimics the real situation and provides descriptions and information about the situation, but complexity and openness were relatively not revealed, confirming the need to develop meaningful textbook problems for learners in the future. Conclusions In the curriculum, it is necessary to emphasize various aspects and high-dimensional thinking on the perspectives and components of data literacy and to be guided in connection with ‘data ethics’. Mathematics textbooks should be able to utilize high-dimensional thinking skills through ill-structured status and aspects of practicality, complexity, and openness need to be systematically presented. Pre-service teachers and teachers also suggested that the development of training and programs to foster data literacy capabilities, cultivate background knowledge on ill-structured status, and support teaching and learning design be conducted as follow-up studies.

In the 21st century, more and more Chinese students choose to go abroad and study overseas; studying abroad is gradually no longer a small option but gradually, like Postgraduate examinations and Civil service examinations, becoming a significant choice for college students to continue their studies. However, in addition to paying attention to the material life of international students, more and more attention has begun to focus on the spiritual life of international students in recent years. As an international student with a unique cross-cultural identity, what kind of change of thinking will occur after accepting the media context of their ethnic media and overseas social media has become the focus of attention. This paper uses the theories of self-classification, social identity, and belief theory to conduct research to explore how social media affects changing the thinking of international students in todays highly-developed world. This paper adopts the research method of in-depth interviews, with interviews 20 international students from the United States, the United Kingdom, Japan, and other countries to obtain first-hand information for research, and analyzes that People born in 95 - 00 years (contemporary international students) are keen to use social media and social media accounts for a high proportion of their lives. At the same time, it is concluded that most contemporary international students are relatively rational and objective and have high patriotic enthusiasm. still there are also very obvious upper Chinese and patriotic Chinese groups. But the upper Chinese group is not welcome among overseas students. In general, contemporary international students have high patriotic feelings and good critical thinking skills. They can think about problems from multiple angles, and international students can be used as a bridge for cultural exchanges. In that case, China can go more to the world and the world can know more about China.

Cases of bullying or violence against children in Indonesian schools currently rank second largest after Japan. While the United States itself is under Indonesia. (Indra, 2016). As many as 84 percent of children aged 12 years to 17 years have been victims of bullying (Viva, 2017). The impact on children who experience Bully will cause adverse effects such as reluctance to go to school, decreased learning achievement, tension, bruises or injuries on the body and ask to change schools and so on. One of the efforts that nurses can do is provide health education to students and teachers. One Roof Junior Secondary School is a partner school, which cares about bullying, but has never carried out health education activities on prevention of Bulllying. The target and outcome of this activity to community service is to provide an understanding of the concept of bullying so that it can detect and make prevention efforts both as perpetrators and victims. The implementation method used is survey, observation, interview, discussion, question and answer through giving information about Bullying detection and prevention at the One Roof Junior High School of Suka Maju Village. The target of the Activity is all students and Teachers of One Roof Junior High School in Suka Maju Village, Kec. Mestong Kab. Muaro Jambi. The service activities are carried out starting from preparation, implementation and evaluation within April 24 to May 12, 2018. Before and after health education students are given questions about Bullying, detection and prevention. Students' knowledge about detection and prevention of bullying was measured before and 1 week after counseling. Results of the activity A total of 45 students and 4 teachers participated in the implementation. Most participants considered that health education activities were beneficial for them in early detection and actively made efforts to prevent bullying both as victims and perpetrators among students and teachers.

Cucumber (Cucumis sativus L.) is an economically important vegetable crop that is cultivated worldwide. The current study aimed to identify and analyze the 2030 articles and review article about cucumber research from the horticulture category of the VOS viewer Web of Science. Bibliometric data were analyzed by bibliometric science mapping and visualization tools. Articles mainly written in English (1884; 92.81%) were from 5630 authors, 80 countries or territories, and 1094 organizations; they were published in 46 journals and book series. The top five core journals are Scientia Horticulturae (337; 16.60%), HortScience (265; 13.05%), Journal of the American Society for Horticultural Science (239; 11.77%), European Journal of Plant Pathology (195; 9.61%), and Horticulture Journal (Journal of the Japanese Society for Horticultural Science) (157; 7.73%). These journals each published more than 157 articles. The top five countries and regions were the United States, People’s Republic of China, Japan, South Korea, and India. The top five organizations were the University of Wisconsin, North Carolina State University, U.S. Department of Agriculture–Agricultural Research Service, Michigan State University, and Nanjing Agricultural University. The top five authors are Todd C. Wehner (Wehner, TC), Jack E. Staub (Staub, JE), Yiqun Weng, R.L. Lower, and S. Tachibana; each published more than 24 articles. All keywords used for cucumber research in the horticulture category were separated into eight clusters for different research topics. Visualizations offer exploratory information regarding the current state in a scientific field or discipline as well as indicate possible developments in the future. This review could be a valuable guide for designing future studies.

Muskmelon is a warm season cucurbit species that belongs to family Cucurbitaceae. We analyzed 2955 papers of global research on muskmelon (Cucumis melo L.) based on Web of Science from 1924 to 2021. Papers were mainly written in English (2766, 93.604%), from 7883 authors, 83 countries or regions, 1697 organizations, and published in 585 journals and book series. The top five journals were HortScience (334, 11.303%), Journal of the American Society for Horticultural Science (Proceedings of the American Society for Horticultural Science) (117, 3.959%), Scientia Horticulturae (109, 3.689%), Plant Disease (88, 2.978%), and Phytopathology (84, 2.843%), each of which published more than 84 papers. The top five countries or regions were the United States, PR China, Spain, Brazil, and Japan, which each published more than 168 papers. The top six organizations were U.S. Department of Agriculture Agricultural Research Service, Agricultural Research Organization, Texas A&M University, Universitat Politecnica de Valencia, University of California–Davis and Consejo Superior de Investigaciones Cientificas, each of which published more than 64 papers. The top five authors are G.D. Lester, J.D. McCreight, J. Garcia-Mas, K.M. Crosby, and T.J. Ng, who each published more than 26 papers. On the basis of the analysis of a network map of VOSviewer, there were cooperation among authors, organizations, and countries or regions. All keywords of muskmelon research were separated into eight clusters for different research topics. Visualizations offer exploratory information on the current state and indicate possible developments in the future. This work is also useful for students identifying graduate schools and researchers selecting journals.

The ageing population is increasing rapidly in Taiwan, where the ageing rate exceeds even that of Japan, the United States and France. The increase in the disabled population and the impact of the COVID-19 pandemic have resulted in an increase in the demand for long-term professional care, and the shortage of home care workers is one of the most important issues in the development of such care. This study explores the key factors that promote the retention of home care workers through multiple-criteria decision making (MCDM) to help managers of long-term care institutions retain home care talent. A hybrid model of multiple-criteria decision analysis (MCDA) combining Decision-Making Trial and Evaluation Laboratory (DEMATEL) and the analytic network process (ANP) was employed for relative analysis. Through literature discussion and interviews with experts, all factors that promote the retention and desire of home care workers were collected, and a hierarchical MCDM structure was constructed. Then, the hybrid MCDM model of DEMATEL and the ANP was used to analyze the questionnaire data of seven experts to evaluate the factor weights. According to the study results, the key direct factors are improving job satisfaction, supervisor leadership ability and respect, while salary and benefits are the indirect factor. This study uses the MCDA research method and establishes a framework by analyzing the facets and criteria of different factors to promote the retention of home care workers. The results will enable institutions to formulate relevant approaches to the key factors that promote the retention of domestic service personnel and to strengthen the intention of Taiwan’s home care workers to stay in the long-term care industry.

This paper describes the development of a Decision support system (DSS) for earthquake warning service in Vietnam using Web GIS technology. The system consists of two main components: (1) an on-line database of earthquakes recorded from the national seismic network of Vietnam, and (2) a set of tools for rapid seismic hazard assessment. Using an online earthquake database, the system allows creating a shake map caused by a newly recorded earthquake. In addition, the Web GIS environment allows any user, including non-professional to get useful information about a just-occurred event and the possible impact caused by the earthquake shortly after its occurrence. A fault-source model developed for Vietnam was used as a part of the hazard calculation and mapping procedure. All information and results obtained from the system are automatically included in the earthquake bulletins, which will be disseminated national wide afterward by the Vietnam earthquake information and tsunami warning Center.The shake maps produced by the DSS in terms of both Peak Ground Acceleration and intensity values are rapidly available via the Web and can be used for emergency response, public information, loss estimation, earthquake planning, and post-earthquake engineering and scientific analyses. Application of the online decision support system in earthquake warning service can mitigate the earthquake risk and reduce the losses and damages due to earthquakes in Vietnam in future.ReferencesBoore D.M., Joyner W.B. and Fumal T.E., 1994. Estimation of Response Spectra and Peak Acceleration from Wester North American earthquakes: an interim report, USGS open file report, 94-127, Menlo Park, California, United States Geological Survey.Boore D.M. and Atkinson G.M., 2008. 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Ground motion attenuation relationship for shallow strike-slip earthquakes in northern Vietnam based on strong motion records from Japan, Vietnam and adjacent regions, Structural Eng./Earthquake Eng., JSCE, 29, 23-39.Toro G.R., Abrahamson N.A. and Schneider J.F., 1997. Engineering Model of Strong Ground Motions from Earthquakes in the Central and Eastern United States, Seismological Research Letters, January/February.Wald D.J., Worden B.C., Quitoriano V. and Pankow K.L., 2006. ShakeMap Manual. Technical manual, users guide, and software guide.Wald D.L., Wald B. Worden and Goltz J., 2003. ShakeMap - a tool for earthquake response. U.S. Geological Survey Fact Sheet 087-03.Wells D.L. and Coppersmith K.J., 1994. New Empirical Relationships Among Magnitude, Rupture Length, Rupture Width, and Surface Displacement, Bulletin of the Seismological Society of America, 84, 974-1002.

Efficient information flow in an intelligent system is vital for effectively controlling the entire system. Currently, intelligent systems are used in many industries related to energy production, sustainable agriculture/transport, and intelligent building/cities. Information technology (IT) and information and communication technologies (ICT) play vital roles in introducing technical or technological innovation in these industries as well as establishing a collaborative network. Also, the digitization of existing systems has been quite effective at creating a sustainable global environment as it allows more efficient and well-balanced control of socio-economic factors. However, it has become clear that adopting an intelligent system to achieve innovation, sustainability, and safety may well depend on the quality of the algorithms to be used for that very system. Despite recent controversies, new and renewable energies are considered as a realistic alternative to fossil fuels, which have been integral to modern industries but are regarded as a cause of environmental or economic problems, not to mention their limited deposits. Therefore, since renewable energies will gradually replace existing energy sources but require more time to be fully available, it is essential to find a method of managing them in a fair and transparent way. The United States, Japan, and some European countries are attempting to achieve such a goal by utilizing a blockchain system, but the issues pertaining to its functionality, security, or efficiency have yet to be addressed. This study introduces a viable consensus algorithm (Hyper Delegation Proof of Randomness, or HDPoR algorithm) for blockchain and attempts to validate its parallel computing capability through simulations. This study also attempts to design an efficient but secure peer-to-peer (P2P) transaction service model for these energies for the future where blockchain-based systems will hold a key position in the digitalized world. As its main contribution, this study introduces an effective method of applying blockchain to a new and renewable energy transaction system by presenting a consensus algorithm that can improve its infrastructure and performance.

The purpose of this paper is to examine the theoretical understanding of the quality of services to the public oriented services to customers. Where the existing theory developed to support the development of the existing problems related to the quality of public services for customer oriented. This writing method uses literature analysis, using the book as a writing journal development theoreticians and analysis in order to develop the theory to be more effective in practice in the use of public services. The results of writing is that in order to establish good governance in generating public services then it is very important to note that the community as a customer is the center of attention of the services. Because of the community who could ultimately assess and appreciation for services rendered. The implication of this paper is expected after reading the understanding of the public services oriented to customer satisfaction has increased. Particularly in the bureaucracy of government services. DAFTAR PUSTAKABudi setiono. 2002. Jaring Birokrasi tinjauan dari aspek politik dan adminitrasi. Bekasi : Gugus press.Budiono. 2003. Pelayanan Prima Perpajakan. Jakarta : Rineka Cipta.Christopher Lovelock. 2004. Service marketing : people, technology, strategy. United state : Pearson educational international.Craigh cocharn. 2003. Customer satisfaction : tools technique, and formulas for succes. United states : Paton Professional Press CA.Dale H. Besterfield. 1995. Total quality management. New Jersey : Prentice Hill.Delly Mustafa. 2014. Birokrasi Pemerintahan. Bandung : AlfabetaDwiyanto, Agus (ed), 2014, Mewujudkan Good Governance Melalui Pelayanan Publik, Yogjakarta : Gajah Mada University Press & Japan International Cooperation Agency.Dwiyanto, Agus, 2015, Reformasi Birokrasi Kontekstual : kembali ke jalur yang benar, Yogyakarta : Gajah Mada University Press & LAN (Lembaga Administrasi Negara).Fitzsimmons, James A. 2004. Service Management, opera-tions, strategy, information technology. New york: Mc Graw Hill Companies.Francis Buttle. 2004. Customer relationship management, con-sept and tool. Oxford, Burlington : Jordan Hill.Frank M. Gryna, R. C.H. Chua, J. A. Defeo. 2007. Juran’s Quality Planning and analysis. New york : Mc Graw-Hill.Hanif Nurcholis. 2005. Teori dan praktik Pemerintahan dan Otonomi Daerah. Jakarta : Grasindo.Herdiyansyah. 2011. Kualitas Pelayanan Publik : Konsep, Dimensi, Indikator dan Implementasinya. Yogyakarta : gavamediaKausar. 2009. Sistem Birokrasi Pemerintahan Daerah dalam Bayang-bayang Budaya Patron Klien. Bandung : Alumni.M.N. Nasution. 2004. Manajemen Jasa Terpadu. Bogor : Ghalia IndonesiaMiftah Thoha. 2003. Birokrasi dan Politik di Indonesia. Jakarta : Raja GrafindoOsbore, David & Ted Gaebler, 1995, Mewirausahakan Birokrasi (Reiventing Government) Mentrans-formasi Semangat Wirausaha Ke Dalam Sektor Publik, Jakarta:Pustaka Binaman Pressindo.Philip kotler & Amstroong. Principle of marketing. 2001. New jersey : Prentice-Hall international.Philip Kotler. 2001. A Frame Work for marketing management. New Jersey : Prentice Hill.Ricard L. Oliver. 1997. A behavioral Perpective on the customer. New jersey : Mc Graw-Hill.Valarie A. Zeithaml & Mari Jo B. 1996. Service Marketing. The McGraw-Hill Companues, Inc.Zaenal, M. & Muhubudin Wijaya. L, 2015. Manajemen Pelayanan Publik. Bandung: Pustaka setia.

Abstract Many young people want to work in coffee shops or even open coffee shops, so they set off a wave of entrepreneurship, but according to a survey by the world magazine, Entrepreneurial momentum is strong in Taiwan, and the proportion of entrepreneurship is higher than that of the United Kingdom, Singapore, South Korea, and Japan, second only to the United States, but Taiwan’s entrepreneurial “death rate” is also significantly higher than these countries. According to the information of the chief accounting office, Taiwan’s entrepreneurship rate was far greater than the rate of business closure before 2000, but after 2000, the chances of successful entrepreneurship fell sharply. Also, many people are used to sipping a cup of coffee in the morning to start a good day. In recent years, the coffee market has developed rapidly in Taiwan, and convenience stores have launched promotional advertisements for cheap coffee. However, we have found that Starbucks, a high-priced coffee brand, has not joined the ranks of cheap coffee. They still maintain their high price and high quality. The most important thing is that we did not see Starbucks ads on any TV commercials or print media. Why did Starbucks not use advertising, but still stand in front of the coffee market? Starbucks products often seem as a luxury. The most common cup of American coffee costs NT$100, whereas a cup of coffee at the convenience store costs only NT$45. Why are so many people willing to pay twice the price? The main reason is the quality and service of Starbucks. Enter into Starbucks, customers can order the beverages without the ice and full of milk, or anything which you want. Customers also enjoy free WIFI in the store, provide mobile phone charging or laptop socket, the staff will serve you with the most enthusiastic attitude. The brand advertise that as long as you ask for what he can do, the partners will meet your needs. In addition, Starbucks products are quite diversified, attracting a large number of consumer groups. From high-quality coffee, decaffeinated beverage juices and Frappuccino, to localized tea drinks in the Greater China region, the needs of every guest are met. Apart from the food, it also sells coffee makers, coffee beans, trendy mobile phone cases that are popular among young people, mobile power supplies, CDs in the store, and mugs and accompanying cups for various themes.

AbstractThe studies of browsing behavior have gained increasing attention in web analysis for providing better service. Most of the conventional approaches focus on simple indices such as average dwell time and conversion rate. These indices make similar evaluations to websites even if their features are significantly different. Moreover, such statistical indices are not sensitive to the dynamics of users’ interests. In this paper, we propose a new framework for measuring a website’s attractiveness that takes into account both the distribution and dynamics of users’ interests. Within the framework, we define a new index for the website, called Attractiveness Factor, which evaluates the degree of users’ attention. It consists of three procedures: First, we capture the transition of users’ interests during browsing by solving a nonnegative matrix factorization and constrained network flow problems. To accommodate multiple types of interests of a user, we applied a soft clustering as opposed to a hard clustering to model attributes of users and websites. Second, for each website, the feature of each cluster is obtained by fitting the dwell time distribution with Weibull distribution. Finally, we calculate Attractiveness Factor of a website by applying the results of clustering and fitting. Attractiveness Factor depends on the distribution of the dwell time of users interested in the website, which reflects the change of interest of users. Numerical experiments with real web access data of Yahoo Japan News are conducted by solving extremely large-scale optimization problems. They show that Attractiveness Factor captures more exceptional information about browsing behavior more effectively than well-used indices. Attractive factors give low ratings to category pages; however, it can assign high ratings to websites that attract many people, such as hot topic news about the 2018 FIFA World Cup, Japan’s new imperial era’ REIWA,’ and North Korea—the United States Hanoi Summit. Moreover, we demonstrate that Attractiveness Factor can detect the tendency of users’ attention to each website at a given time interval of the day.

Abstract. This study investigates the role of biomass burning and long-range transport in the anomalies of carbon monoxide (CO) regularly observed along the tropospheric vertical profiles measured in the framework of the In-service Aircraft for a Global Observing System (IAGOS). Considering the high interannual variability of biomass burning emissions and the episodic nature of long-range pollution transport, one strength of this study is the amount of data taken into account, namely 30 000 vertical profiles at nine clusters of airports in Europe, North America, Asia, India and southern Africa over the period 2002–2017. As a preliminary, a brief overview of the spatiotemporal variability, latitudinal distribution, interannual variability and trends of biomass burning CO emissions from 14 regions is provided. The distribution of CO mixing ratios at different levels of the troposphere is also provided based on the entire IAGOS database (125 million CO observations). This study focuses on the free troposphere (altitudes above 2 km) where the long-range transport of pollution is favoured. Anomalies at a given airport cluster are here defined as departures from the local seasonally averaged climatological vertical profile. The intensity of these anomalies varies significantly depending on the airport, with maximum (minimum) CO anomalies of 110–150 (48) ppbv in Asia (Europe). Looking at the seasonal variation of the frequency of occurrence, the 25 % strongest CO anomalies appear reasonably well distributed throughout the year, in contrast to the 5 % or 1 % strongest anomalies that exhibit a strong seasonality with, for instance, more frequent anomalies during summertime in the northern United States, during winter/spring in Japan, during spring in south-east China, during the non-monsoon seasons in south-east Asia and south India, and during summer/fall in Windhoek, Namibia. Depending on the location, these strong anomalies are observed in different parts of the free troposphere. In order to investigate the role of biomass burning emissions in these anomalies, we used the SOFT-IO (SOft attribution using FlexparT and carbon monoxide emission inventories for In-situ Observation database) v1.0 IAGOS added-value products that consist of FLEXible PARTicle dispersion model (FLEXPART) 20-day backward simulations along all IAGOS aircraft trajectories, coupled with anthropogenic Monitoring Atmospheric Composition and Climate (MACC)/CityZEN EU projects (MACCity) and biomass burning Global Fire Assimilation System (GFAS) CO emission inventories and vertical injections. SOFT-IO estimates the contribution (in ppbv) of the recent (less than 20 days) primary worldwide CO emissions, tagged per source region. Biomass burning emissions are found to play an important role in the strongest CO anomalies observed at most airport clusters. The regional tags indicate a large contribution from boreal regions at airport clusters in Europe and North America during the summer season. In both Japan and south India, the anthropogenic emissions dominate all throughout the year, except for the strongest summertime anomalies observed in Japan that are due to Siberian fires. The strongest CO anomalies at airport clusters located in south-east Asia are induced by fires burning during spring in south-east Asia and during fall in equatorial Asia. In southern Africa, the Windhoek airport was mainly impacted by fires in Southern Hemisphere Africa and South America. To our knowledge, no other studies have used such a large dataset of in situ vertical profiles for deriving a climatology of the impact of biomass burning versus anthropogenic emissions on the strongest CO anomalies observed in the troposphere, in combination with information on the source regions. This study therefore provides both qualitative and quantitative information for interpreting the highly variable CO vertical distribution in several regions of interest.

Abstract Introduction Guidelines recommend that pharmacists contribute to perioperative patient care.[1,2] Expansion of perioperative pharmacy services was considered in Tallaght University Hospital following the appointment of a Critical Care & Anaesthesia Chief II Pharmacist. Preliminary research indicated that activities at surgical pre-assessment clinics, in critical care and on inpatient wards are well-documented, while theatre pharmacy services appear comparatively under-developed. Pharmacists are well-placed to promote the safe and cost-effective use of medicines in this high-risk environment. An understanding of the evidence base could provide a foundation on which pharmacy departments seeking to expand their clinical services can build. Aim To determine the range, extent and nature of theatre pharmacy services internationally, and to describe any reported outcomes of these services. Methods This scoping review was conducted and reported as per the Joanna Briggs Institute methodology for scoping reviews and the PRISMA-ScR checklist. The review protocol was registered on Open Science Framework. A search was conducted across electronic (Ovid® MEDLINE, Embase, CINAHL and PsycInfo) and grey literature databases (Google Scholar, BASE, CADTH, and Google) without limitations on date of publication, study type or language (where English translation available). A manual search of the citation lists of all included publications supplemented the electronic search. One reviewer screened titles and abstracts and carried out data extraction, with a 10% sample screened by a second reviewer. Two reviewers evaluated full texts. Critical appraisal was performed using the Mixed Methods Appraisal Tool where appropriate. A narrative approach to evidence synthesis was employed. Extracted data about the type of pharmacy service(s) and associated outcomes were studied to inform development of key concepts through which results were presented. Results Ninety-two publications were included from 3924 results. Fifty-seven were primary research articles. Most publications were descriptive in nature. Over half of the included publications described services in the United States; the remainder were from Australia, several European countries, Egypt, Morocco, Japan, China and Taiwan. The majority of theatre pharmacy services involved medication management, i.e. procurement, spending, storage, formulary development and distribution of medicines. Clinical services incorporated provision of medicines information, protocol and guideline development, antimicrobial stewardship, education and training of healthcare professionals, engagement with health informatics and medication safety projects, practice-based research and intraoperative emergency support. Reported outcomes included financial savings, improved accountability of controlled substances, improved patient safety and staff satisfaction with the service. Many publications highlighted improved inter-departmental relationships between pharmacy and anaesthesiology. Of the 57 primary research articles, 48 lacked a clear research question and so did not satisfy the MMAT screening criteria. Of the nine assessed, adherence to quality criteria ranged from 40-100%. Conclusion Evidence for theatre pharmacy services is extensive and varied. Empirical research of high methodological quality is required to assess the outcomes of these services. Strengths of this review include the use of reporting guidelines and quality appraisal of the evidence. This review may have been limited by the exclusion of non-English language publications. This review collates practical guidance on the development of theatre pharmacy services and highlights facilitators of successful service establishment. References 1. Bickham P, Golembiewski J, Meyer T et al. ASHP guidelines on perioperative pharmacy services. Am J Health Syst Pharm 2019;76(12):903-820. 2. Bui T, Fitzpatrick B, Forrester T et al. Standard of practice in surgery and perioperative medicine for pharmacy services. J Pharm Pract Res 2022;52(2):139-58.

“I’m deep inside a funny mood again, like to brood again, if I could again I feel like walking on a cloud again, think aloud again, write and then...”1 The “Kuala Lumpur Declaration on Promotion of Scholarly Writing Skills and Standards in the Asia Pacific Region” was launched at the 2012 Convention of the Asia Pacific Association of Medical Journal Editors (APAME) held in Kuala Lumpur, Malaysia from 31 August to 3 September 2012.2 Considering the importance of “scholarly, scientific and technical health information” as an “invaluable resource” for “universal health promotion and policy development;” the necessity that this health information be “reliable, comprehensible and available” to the region and the world; the reality that the Asia Pacific region represents over half of the world population that both “generate(s) and need(s) an enormous amount of health information;” and that the Asia Pacific Association of Medical Journal Editors (APAME) “is an important catalyst for the promotion of scholarly writing skills and standards” that will “increase the reliability, comprehensibility and availability” of such vital health information; participants confirmed their commitment to “promoting scholarly writing skills and standards;” to the “continuing education of researchers, authors, reviewers and editors;” and to “collaboration with academic societies, universities, government and non-government organizations” in order to “ensure greater access to publication;” “empower them to write, review and edit;” and “promote research and publication” thereby “elevating loco-regional research and publishing to the global arena;” “promoting health and well-being in the region and the world;” and the “betterment of health and societal development in the region and globally.”2 The promotion of scholarly writing skills and standards presupposes giving them preference, precedence or priority (1: the quality or state of being prior; 2: precedence 3: superiority in rank, position, or privilege; 4: a preferential rating; especially: one that allocates rights to goods and services usually in limited supply; 5: something given or meriting attention before competing alternatives).3 Without prioritization, promotion is mere lip service. Promotion (the act of furthering the growth or development of something; especially: the furtherance of the acceptance and sale of merchandise through advertising, publicity, or discounting)4 in publishing entails concrete and sustained measures to ensure the growth and development of individual and collective researchers, authors, reviewers and editors, as well as librarians and ultimately, our readers. The Introductory Medical Writing Skills Workshop co-hosted by the Philippine Society of Otolaryngology Head and Neck Surgery on November 17, 2012 embodies “our commitment to the continuing education of researchers, authors, reviewers and editors, to empower them to write, review and edit scholarly manuscripts for publication and dissemination, thereby promoting health and well-being in the region and the world.”2 This workshop begins the formal introduction of Fellows, Diplomates and Resident Physicians to “scholarly writing skills and standards, in order to set the example for our peers, authors, reviewers, editors and librarians.”2 We are conducting or have conducted similar workshops in Manila, Davao, Cebu, Baguio and Iloilo as well as in Singapore, Malaysia, Brunei Darussalam, India, Vietnam and Cambodia. Ultimately, this workshop will help the Philippine Journal of Otolaryngology Head and Neck Surgery attain “increasing scholarly quality worthy of continued production and dissemination.”2 I was especially gratified to recently learn from a colleague that a 2009 article published in our journal had generated an inquiry from a potential patient in Australia, who was in search of a therapeutic solution for his problem. It is this same visibility that generates submissions from various countries, which to date includes Malaysia, India, Brunei Darussalam, Japan, New Zealand, Turkey and the United States of America. As we continue to grow and nurture our international pool of authors, reviewers and editors, may we likewise harvest more and more local talent for the various roles that make up our journal. I am very happy to announce that the Philippine Journal of Otolaryngology Head and Neck Surgery is now also indexed on the Asia Pacific Medical Journal Articles Central Archives (APAMED Central) available at http://apamedcentral.org/ a digital archive and reference linking platform of journals published in Member States of the WHO Western Pacific Region and Southeast Asian Region, supported by the World Health Organization and powered by KoreaMed Synapse. This additional archive ensures our increasing presence to the rest of the world, promoting greater visibility of our published research.

Purpose of the study. Small and medium enterprises in foreign countries provide about 50% of GDP and almost 60% of industrial employment. In terms of its role in the economy, entrepreneurship in Russia is inferior to many countries, including the United States, Ireland, Japan, Italy, etc. The main priorities for the development of the sphere of entrepreneurship in Russia include improving the conditions for doing business, simplifying tax reporting, access to concessional financing, and improving the procurement system and others. Among the negative aspects of state regulation that hinder the development of small and medium-sized businesses, administrative barriers can be singled out. According to experts, due to the presence of excessive administrative barriers, the size of the country's "frozen" potential for economic growth is 5-7%. In this regard, there is a need for a statistical assessment of the conditions for doing business at the regional level for the subsequent determination of directions for increasing the efficiency and effectiveness of the activities of state (municipal) authorities and identifying reserves for improving the business environment.Materials and methods. As an information base for the study, we used the data of the Federal State Statistics Service for 2019, as well as the results of monitoring the conditions for the activities of small and medium-sized businesses in the region, conducted by the State Treasury Institution of the Republic of Mordovia "Scientific Center for Socio-Economic Monitoring". The empirical research base included quantitative data from mass representative surveys of the business community for the period from 2014 to 2019. In addition to surveys of representatives of the business community, expert surveys were conducted, the selection of which was carried out on the basis of the experience of entrepreneurship and their belonging to formalized regional structures of entrepreneurs. The number of experts participating in the study ranged from 40 to 50 people.Results. As of January 1, 2019, there were 2,659.9 thousand small enterprises operating in the Russian Federation. Per 10,000 people, with an average of 156 in the Volga Federal District, the highest indicator was recorded in the Samara region (216 small enterprises), the lowest – in the Republic of Mordovia (86 small enterprises). The study demonstrates a steady decline in the scale of economic activity and the number of small and medium-sized businesses in the Republic of Mordovia. The study confirmed the existence of administrative barriers to entrepreneurial activity in the region, which are manifested both at the initial stage of doing business and during long-term conduct. Within the framework of the study, proposals were formulated to reduce administrative barriers and create a favorable business environment. In the current socio-economic situation, the main measures to support entrepreneurship are to reduce tax rates and introduce a preferential tax system. Support measures that are significant for business are also a decrease in interest rates, an increase in the availability of credit, the provision of incentives for energy resources, and control over the pricing policy of services of natural monopolies. Along with institutional measures, it is necessary to disseminate various forms of entrepreneurship training and mentoring, which are widespread in foreign practice.

Seismic status in Bangladesh has been investigated using earthquake data recorded by the global network of USGS during 1980 to 2016. Seismicity parameters such as magnitude completeness Mc, b-value and a-value are being estimated. It has observed that the overall b-value in and around Bangladesh is of 0.84 which is seemed to be seismically active zone. As, reliable b-value assessment can lead to better seismic hazard analysis, reliable magnitude of completeness Mc can lead to b-value assessment of an area, this work has dealt and estimated magnitude of completeness Mc using various techniques for the whole region for a reliable estimation. Estimated Mc is obtained to be around 3.9-4.7, which lead to b-value of 0.93. Spatial variations of Mc and b-value have been investigated for 1ox1o horizontal and vertical rectangular regions for the study area between 18-29°N and 84-95°E. Estimated Mc and b-value along with b-value are then averaged for the common regions in the pair of horizontal and vertical regions. Results are then being presented in the form of maps. The findings resemble as, the Mc is low at the border line of N-W Bangladesh, and a line from Cox’s bazaar to Sylhet through Hill tracts. Remain parts belong to the Mc value of 4.1-4.2, thus the b-value obtained is varying from 0.68 to 1.2, where, the value is higher at region in Chittagong and Barisal division that extends toward north through part of Dhaka to Sylhet and lower at Rajshahi, Rangpur and part of Khulna division, while a-value is varying from 5.0 to 7.2 mostly from west to east.ReferencesAbercrombie R.E., and Brune J.N., 1994. Evidence for a constant b-value above magnitude 0 in the southern San Andreas, San Jacinto, and San Miguel fault zones and at the Long Valley caldera, California. Geophys. Res. Lett., 21(15), 1647-1650.Aki K., 1965. Maximum likelihood estimate of b in the formula log N=a-b M and its confidence limits. Bull. Earthquake Res Inst., Tokyo Univ., 43, 237-239.Aki S., 1987. On nonparametric tests for symmetry. Ann. Inst. Statist. Math., 39, 457-472.Al-Hussaini T.M., 2006. Seismicity and Seismic Hazard Assessment in Bangladesh: Reference to Code Provisions. Meeting on Seismic Hazard in Asia ICTP, Trieste, Dec. 4-8.Amorese D., 2007. Applying a change-point detection method on frequency-magnitude distributions. Bull. Seismol. Soc. Am., 97(5), 1742-1749. Doi:10.1785/0120060181.Banglapedia, 2012. The National Encyclopedia of Bangladesh. http://en.banglapedia.org/index.php?title=Tectonic_Framework, retrieved on 31 Aug 2017.Cao A.M., and Gao S.S., 2002. Temporal variations of seismic b-values beneath northeastern Japan island arc. Geophys. Res. Lett., 29(9), 481-483. Doi:10.1029/2001GL013775.Das R., Wason H.R., and Sharma M.L., 2012. Temporal and spatial variations in the magnitude of completeness for homogenized moment magnitude catalogue for northeast India. J. Earth Syst. Sci., 121(1), 19-28.Felzer K.R., 2008. Simulated aftershock sequences for a M 7.8 earthquake on the southern San Andreas fault. Seismol. Res. Lett., 80, 21-25.GSB, 2018. Seismic Zone Map of Bangladesh. http://gsb.portal.gov.bd/sites/default/files/files/gsb.portal.gov.bd/common_document/a6e75ad2_5acd_4fe3_911d_c9d25a7e349e/BD_Sciesmic-zonemap(NBC).pdf, retrieved on 31 March 2018.Gutenberg B., and Richter C.F., 1944. Frequency of earthquakes in California, Bull. Seismol. Soc. Am., 34, 184-188.Gutenberg B., and Richter C.F., 1956. Earthquake magnitude, intensity, energy and acceleration (second paper). Bull. Seismol Soc. Am., 46(2), 105-145.Hafiez H.E.A., 2015. Estimating the magnitude of completeness for assessing the quality of earthquake catalogue of the ENSN. Egypt. Arab J. Geosci., 8(1), 9315-9323. 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Doi:10.1007/s11069-011-9898-1.Lomnitz-Adler J., and Lomnitz C., 1979. A modified form of the Gutenberg-Richter magnitude-frequency relation. Bull. Seism. Soc. Am., 69(4), 1209-1214.Marsan D., 2003. Triggering of seismicity at short timescales following Californian earthquakes. J. Geophys. Res., 108, B5, 2266. Doi:10.1029/2002JB001946.Mignan A., 2011. Retrospective on the Accelerating Seismic Release (ASR) hypothesis: Controversy and new horizons. Tectonophysics, 505(1), 1-16. Doi:10.1016/j.tecto.2011.03.010.Mignan A., and Woessner J., 2012. Estimating the magnitude of completeness for earthquake catalogs, Community Online Resource for Statistical Seismicity Analysis. Swiss Seismological Service, ETH Zurich, 145p. Doi:10.5078/corssa-00180805. Available at http://www.corssa.org.Naylor M., Orfanogiannaki, K., and Harte D., 2010. Exploratory data analysis: magnitude, space, and time. Community Online Resource for Statistical Seismicity Analysis, 42p. Doi:10.5078/corssa-92330203. 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Earthquake Hazards Program. https://earthquake.usgs.gov/earthquakes/search/, USA, retrieved on 20 April 2017.Utsu T., 1999. Representation and analysis of the earthquake size distribution: a historical review and some new approaches. Pure Appl. Geophys., 155(2), 509-535.Wiemer S., and Wyss M., 2000. Minimum magnitude of complete reporting in earthquake catalogs: examples from Alaska, the western United States, and Japan. Bull. Seismol. Soc. Am., 90, 859-869. Doi:10.1785/0119990114.Woessner J., and Wiemer S., 2005. Assessing the quality of earthquake catalogues: Estimating the magnitude of completeness and its uncertainty. Bull. Seismol. Soc. Am., 95(2), 684-698. Doi:10.1785/012040007.Wyss M., Hasegawa A., Wiemer S., and Umino N., 1999. Quantitative mapping of precursory seismic quiescence before the 1989, M7.1 off-Sanriku earthquake, Japan. Annali Di Geoflsica, 42(5), 851-869.Zuniga F.R., and Wyss M., 1995. 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ContentsGreen Chemistry in the International ContextThe Concept of green ChemistryDefinition of green chemistry | Green chemistry: Why now? | The historical context of green chemistry | The emergence of green chemistryThe Content of Green ChemistryAreas of green chemistry | Preliminary remarks | Alternative feedstocks | Benign reagents/synthetic pathways | Synthetic transformations | Solvents/reaction conditionsGreen Chemistry in the International ContextIt has come to be recognized in recent years, that the science of chemistry is central to addressing the problems facing the environment. Through the utilization of the various subdisciplines of chemistry and the molecular sciences, there is an increasing appreciation that the emerging area of green chemistry1is needed in the design and attainment of sustainable development. A central driving force in this increasing awareness is that green chemistry accomplishes both economic and environmental goals simultaneously through the use of sound, fundamental scientific principles. Recently, a basic strategy has been proposed for implementing the relationships between industry and academia, and hence, funding of the research that constitutes the engine of economic advancement; it is what many schools of economics call the "triple bottom line" philosophy, meaning that an enterprise will be economically sustainable if the objectives of environmental protection, societal benefit, and market advantage are all satisfied2. Triple bottom line is a strong idea for evaluating the success of environmental technologies. It is clear that the best environmentally friendly technology or discovery will not impact on the market if it is not economically advantageous; in the same way, the market that ignores environmental needs and human involvement will not prosper. This is the challenge for the future of the chemical industry, its development being strongly linked to the extent to which environmental and human needs can be reconciled with new ideas in fundamental research. On the other hand, it should be easy to foresee that the success of environmentally friendly reactions, products, and processes will improve competitiveness within the chemical industry. If companies are able to meet the needs of society, people will influence their own governments to foster those industries attempting such environmental initiatives. Of course, fundamental research will play a central role in achieving these worthy objectives. What we call green chemistry may in fact embody some of the most advanced perspectives and opportunities in chemical sciences.It is for these reasons that the International Union of Pure and Applied Chemistry (IUPAC) has a central role to play in advancing and promoting the continuing emergence and impact of green chemistry. When we think about how IUPAC furthers chemistry throughout the world, it is useful to refer to IUPAC's Strategic Plan. This plan demonstrates the direct relevance of the mission of IUPAC to green chemistry, and explains why there is growing enthusiasm for the pursuit of this new area as an appropriate activity of a scientific Union. The IUPAC Strategic Plan outlines among other goals:IUPAC will serve as a scientific, international, nongovernmental body in objectively addressing global issues involving the chemical sciences. Where appropriate, IUPAC will represent the interests of chemistry in governmental and nongovernmental forums.IUPAC will provide tools (e.g., standardized nomenclature and methods) and forums to help advance international research in the chemical sciences.IUPAC will assist chemistry-related industry in its contributions to sustainable development, wealth creation, and improvement in the quality of life.IUPAC will facilitate the development of effective channels of communication in the international chemistry community.IUPAC will promote the service of chemistry to society in both developed and developing countries.IUPAC will utilize its global perspective to contribute toward the enhancement of education in chemistry and to advance the public understanding of chemistry and the scientific method.IUPAC will make special efforts to encourage the career development of young chemists.IUPAC will broaden the geographical base of the Union and ensure that its human capital is drawn from all segments of the world chemistry community.IUPAC will encourage worldwide dissemination of information about the activities of the Union.IUPAC will assure sound management of its resources to provide maximum value for the funds invested in the Union.Through the vehicle of green chemistry, IUPAC can engage and is engaging the international community in issues of global importance to the environment and to industry, through education of young and established scientists, the provision of technical tools, governmental engagement, communication to the public and scientific communities, and the pursuit of sustainable development. By virtue of its status as a leading and internationally representative scientific body, IUPAC is able to collaborate closely in furthering individual national efforts as well as those of multinational entities.An important example of such collaboration in the area of green chemistry is that of IUPAC with the Organization for the Economical Cooperation and Development (OECD) in the project on "Sustainable Chemistry", aimed at promoting increased awareness of the subject in the member countries. During a meeting of the Environment Directorate (Paris, 6 June 1999), it was proposed that United States and Italy co-lead the activity, and that implementation of five recommendations to the member countries be accorded the highest priority, namely:research and developmentawards and recognition for work on sustainable chemistryexchange of technical information related to sustainable chemistryguidance on activities and tools to support sustainable chemistry programssustainable chemistry educationThese recommendations were perceived to have socio-economic implications for worldwide implementation of sustainable chemistry. How IUPAC and, in particular, its Divisions can contribute to this effort is under discussion. IUPAC is recognized for its ability to act as the scientific counterpart to OECD for all recommendations and activities. Although the initiatives being developed by the OECD are aimed primarily at determining the role that national institutions can play in facilitating the implementation and impact of green chemistry, it is recognized that each of these initiatives also has an important scientific component. Whether it is developing criteria or providing technical assessment for awards and recognition, identifying appropriate scientific areas for educational incorporation, or providing scientific insight into the areas of need for fundamental research and development, IUPAC can play and is beginning to play an important role as an international scientific authority on green chemistry.Other multinational organizations including, among others, the United Nations, the European Union, and the Asian Pacific Economic Community, are now beginning to assess the role that they can play in promoting the implementation of green chemistry to meet environmental and economic goals simultaneously. As an alternative to the traditional regulatory framework often implemented as a unilateral strategy, multinational governmental organizations are discovering that green chemistry as a nonregulatory, science-based approach, provides opportunities for innovation and economic development that are compatible with sustainable development. In addition, individual nations have been extremely active in green chemistry and provide plentiful examples of the successful utilization of green chemistry technologies. There are rapidly growing activities in government, industry, and academia in the United States, Italy, the United Kingdom, the Netherlands, Spain, Germany, Japan, China, and many other countries in Europe and Asia, that testify to the importance of green chemistry to the future of the central science of chemistry around the world.Organizations and Commissions currently involved in programs in green chemistry at the national or international level include, for example:U.S. Environmental Protection Agency (EPA), with the "Green Chemistry Program" which involves, among others, the National Science Foundation, the American Chemical Society, and the Green Chemistry Institute;European Directorate for R&D (DG Research), which included the goals of sustainable chemistry in the actions and research of the European Fifth Framework Programme;Interuniversity Consortium "Chemistry for the Environment", which groups about 30 Italian universities interested in environmentally benign chemistry and funds their research groups;UK Royal Society of Chemistry, which promotes the concept of green chemistry through a "UK Green Chemistry Network" and the scientific journal Green Chemistry;UNIDO-ICS (International Centre for Science and High Technology of the United Nations Industrial Development Organization) which is developing a global program on sustainable chemistry focusing on catalysis and cleaner technologies with particular attention to developing and emerging countries (the program is also connected with UNIDO network of centers for cleaner production); andMonash University, which is the first organization in Australia to undertake a green chemistry program.Footnotes:1. The terminology "green chemistry" or "sustainable chemistry" is the subject of debate. The expressions are intended to convey the same or very similar meanings, but each has its supporters and detractors, since "green" is vividly evocative but may assume an unintended political connotation, whereas "sustainable" can be paraphrased as "chemistry for a sustainable environment", and may be perceived as a less focused and less incisive description of the discipline. Other terms have been proposed, such as "chemistry for the environment" but this juxtaposition of keywords already embraces many diversified fields involving the environment, and does not capture the economic and social implications of sustainability. The Working Party decided to adopt the term green chemistry for the purpose of this overview. This decision does not imply official IUPAC endorsement for the choice. In fact, the IUPAC Committee on Chemistry and Industry (COCI) favors, and will continue to use sustainable chemistry to describe the discipline.2. J. Elkington, < http://www.sustainability.co.uk/sustainability.htm

ABSTRACT: The purpose of this study was to analyze the effect of the variables on the level of trust, the level of service quality, the level of religiosity, and the level of corporate image on customer loyalty in Bank Syariah Indonesia (BSI), a new bank resulting from the merger of three state-owned banks, namely BRI Syariah, BNI Syariah, and Mandiri Syariah. The study uses quantitative approaches with causality description techniques. The analysis technique used is Partial Least Square-Structural Equation Modeling (SEM-PLS) with a sample of 405 BSI customers. The results showed that the level of trust and religiosity had a positive effect on post-merger BSI customer loyalty. In addition, the level of service quality has no effect on customer loyalty after the merger. Meanwhile, the level of the corporate image did not moderate the effect of the level of trust, service quality, and religiosity on BSI customer loyalty after the merger. However, as a predictor, the level of the corporate image has a direct effect on post-merger BSI customer loyalty. The findings show that trust, religiosity, and corporate image play a very important role in growing BSI's customer loyalty. Therefore, BSI should consider developing a strategy to increase customer loyalty. Keywords: Customer Loyalty, Trust, Service Quality, Religiosity, Corporate Image ABSTRAK: Tujuan penelitian ini adalah untuk menganalisis pengaruh variabel tingkat kepercayaan, tingkat kualitas layanan, tingkat religiusitas, dan tingkat citra perusahaan terhadap loyalitas nasabah Bank Syariah Indonesia (BSI), bank baru hasil merger dari tiga bank BUMN, yaitu BRI Syariah, BNI Syariah, dan Mandiri Syariah. Penelitian ini menggunakan metodependekatan kuantitatif dengan teknik deskripsi kausalitas. Teknik analisis yang digunakan adalah Partial Least Square-Structural Equation Modeling (SEM-PLS) dengan sampel sebanyak 405 nasabah BSI. Hasil penelitian menunjukkan bahwa tingkat kepercayaan dan tingkat religiusitas berpengaruh positif terhadap loyalitas nasabah BSI pasca merger. Selain itu, tingkat kualitas layanan tidak berpengaruh terhadap loyalitas pelanggan setelah merger. Sedangkan tingkat citra perusahaan tidak memoderasi pengaruh tingkat kepercayaan, tingkat kualitas layanan, dan tingkat religiusitas terhadap loyalitas nasabah BSI setelah merger. Namun sebagai prediktor, tingkat citra perusahaan berpengaruh langsung terhadap loyalitas nasabah BSI pasca merger. Temuan menunjukkan bahwa kepercayaan, religiusitas, dan citra perusahaan memainkan peran yang sangat penting dalam menumbuhkan loyalitas pelanggan BSI . Oleh karena itu, BSI dapat mempertimbangkan aspek-aspek tersebut untuk menyusun strategi meningkatkan loyalitas nasabahnya. Kata Kunci: Loyalitas Pelanggan, Kepercayaan, Kualitas Layanan, Religiusitas, Citra Perusahaan REFERENCES Alfi, A. N. (2020). 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The purpose of this study was a cross-cultural examination of centenarians’ personality through a person-centered approach to examine if there is a “resilient” personality profile consistent across cultures. Proxy reports information was obtained from family and close friends of 239 U.S. centenarians from the Georgia Centenarians Study and 272 Japanese centenarians from the Tokyo Centenarian Study. Latent profile analyses were conducted to identify personality profiles in centenarians from the United States and Japan. Two personality profiles were identified in both samples: a “resilient” personality profile and “nonresilient” personality profile. The “resilient” group had higher levels of positive personality traits with higher scores on agreeableness and extraversion and lower scores on neuroticism, conscientiousness, and openness. The “nonresilient” group had higher scores on neuroticism and lower scores on extraversion, openness, agreeableness, and conscientiousness. Fifty percent of U.S. centenarians and 65% of Japanese centenarians were in the “resilient” group.

This article aims to introduce Galileo, a platform for extracting and organizing news media data on social networks. Galileo integrates publications made on the main social networks used in the information ecosystem, namely Facebook, Twitter, and Instagram. Currently, the system includes 97 media outlets from nine countries: Brazil, Chile, Germany, Japan, Mexico, South Korea, Spain, United Kingdom, and United States. Galileo uses a Twitter API and the service CrowdTangle to download Facebook and Instagram posts. This data is stored in a local database and can be accessed through a user-friendly interface, which allows for the analysis of different characteristics of the posts, such as their text, source popularity, and temporal dimension. Galileo is a tool for researchers interested in understanding news cycles and analyzing news content on social networks.

The idea of examination and health evaluation with the use of telecommunications network software development is increasingly rising, due to advances in the field of multimedia, imaging, computer, information and telecommunication systems one of which is telemedicine. Along with advances in computer technology and digital systems at present, the development of telemedicine is growing. Medical equipment can produce digital images directly, but it also can convert video images into digital images. Now, the use of telemedicine is very widespread until now applied in the United States, Greece, Israel, Japan, Italy, Denmark, the Netherlands, Norway, Jordan, India, and Malaysia. In Indonesia, the development of telemedicine technology is hindered due to lack of infrastructure and information technology services owned inadequate. The purpose of this study is to design architecture telemedicine based social networking that integrates with cloud computing technology to support public service healthKeyword : Telemedicine, Cloud Computing, E-Health, Internet

PurposeHow does algorithmic information processing affect the thoughts and behavior of artificial intelligence (AI) users? In this study, the authors address this question by focusing on algorithm-based chatbots and examine the influence of culture on algorithms as a form of digital intermediation.Design/methodology/approachThe authors conducted a study comparing the United States (US) and Japan to examine how users in the two countries perceive the features of chatbot services and how the perceived features affect user trust and emotion.FindingsClear differences emerged after comparing algorithmic information processes involved in using and interacting with chatbots. Major attitudes toward chatbots are similar between the two cultures, although the weights placed on qualities differ. Japanese users put more weight on the functional qualities of chatbots, and US users place greater emphasis on non-functional qualities of algorithms in chatbots. US users appear more likely to anthropomorphize and accept explanations of algorithmic features than Japanese users.Research limitations/implicationsDifferent patterns of chatbot news adoption reveal that the acceptance of chatbots involves a cultural dimension as the algorithms reflect the values and interests of their constituencies. How users perceive chatbots and how they consume and interact with the chatbots depends on the cultural context in which the experience is situated.Originality/valueA comparative juxtaposition of cultural-algorithmic interactions offers a useful way to examine how cultural values influence user behaviors and identify factors that influence attitude and user acceptance. Results imply that chatbots can be a cultural artifact, and chatbot journalism (CJ) can be a socially contextualized practice that is driven by the user's input and behavior, which are reflections of cultural values and practices.

On December 27, 1951, Prime Minister Yoshida Shigeru sent John F. Dulles a letter that explained “Counter Infiltration" against China. Yoshida thought the best way to wean Chinese from the Communist regime was by sending people into China through trade activities and encouraging an anticommunist movement in China. He believed that Japan could have a major role in such an operation. The purpose of this paper is to examine Yoshida's “Counter Infiltration" plan against China from the standpoint of intelligence. Yoshida, taking a special interest in intelligence, established intelligence organs such as the Public Security Intelligence Agency and the Cabinet Research Office (CRO) in quick succession soon after the San Francisco Peace Treaty went into effect in April 1952. Worried about indirect aggression from communist countries, Yoshida concentrated his efforts on developing an interior intelligence framework. At the same time, he tried to foster the growth of a Japanese intelligence organization that could gather information and perform covert operations in Mainland China.This study shows that Yoshida proactively tried to strengthen intelligence cooperation with governments of both Taiwan and the United States. Yoshida appointed Ogata Taketora Chief Cabinet Secretary and made him supervisor of Japanese intelligence organs. Ogata urged the Nationalist government on Taiwan to cooperate in establishing a Communist information exchange organ, and asked the U.S. Central Intelligence Agency (CIA) for assistance in creating a Japanese CIA. On the other hand, Yoshida let retired lieutenant General Tatsumi Eiichi recruit ex-military personnel for service in the CRO. With the assistance of Tatsumi, the CRO started actual intelligence activity against China after January 1953. The CRO interrogated repatriates from China, and proposed a joint operation with the CIA to send Japanese agents into Macao. Thus Yoshida tried to establish a Japanese intelligence system and backed U.S. strategy against China in the intelligence field.Yoshida's idea, however, was frustrated by rapid changes at home and abroad. After the Peace Treaty came into force, Yoshida couldn't maintain a firm hold on power. Not only the opposition parties but also the media criticized Ogata's plan to launch a Japanese CIA. In the end, Ogata had no choice but to downscale his ambitious plans, and eliminate overseas covert operations. Moreover, Yoshida's confrontational approach against the Chinese government was criticized for being behind the times after the Indochina armistice in 1954. In the last days of his ministry, Yoshida encouraged both Britain and U.S. to set up a “high command" on China in Singapore. His aim was to use overseas Chinese based in Southeast Asia to infiltrate Mainland China, but his idea wasn't put into practice because he was unable to gain the support of either Britain and the United States or even his own entourage.

Introduction“From every kind of man obedience I expect; I’m the Emperor of Japan.” (“Miyasama,” from Gilbert and Sullivan’s musical The Mikado, 1885)This commentary is facilitated by—surprisingly resilient—oriental stereotypes of an imagined Japan (think of Oscar Wilde’s assertion, in 1889, that Japan was a European invention). During the Victorian era, in Britain, there was a craze for all things oriental, particularly ceramics and “there was a craze for all things Japanese and no middle class drawing room was without its Japanese fan or teapot.“ (V&A Victorian). These pastoral depictions of the ‘oriental life’ included the figures of men and women in oriental garb, with fans, stilt shoes, kimono-like robes, and appropriate headdresses, engaging in garden-based activities, especially tea ceremony variations (Landow). In fact, tea itself, and the idea of a ceremony of serving it, had taken up a central role, even an obsession in middle- and upper-class Victorian life. Similarly, landscapes with wild seas, rugged rocks and stunted pines, wizened monks, pagodas and temples, and particular fauna and flora (cranes and other birds flying through clouds of peonies, cherry blossoms and chrysanthemums) were very popular motifs (see Martin and Koda). Rather than authenticity, these designs heightened the Western-based romantic stereotypes associated with a stylised form of Japanese life, conducted sedately under rule of the Japanese Imperial Court. In reality, prior to the Meiji period (1868–1912), the Emperor was largely removed from everyday concerns, residing as an isolated, holy figure in Kyoto, the traditional capital of Japan. Japan was instead ruled from Edo (modern day Tokyo) led by the Shogun and his generals, according to a strict Confucian influenced code (see Keene). In Japan, as elsewhere, the presence of feudal-style governance includes policies that determine much of everyday life, including restrictions on clothing (Rall 169). The Samurai code was no different, and included a series of protocols that restricted rank, movement, behaviour, and clothing. As Vincent has noted in the case of the ‘lace tax’ in Great Britain, these restrictions were designed to punish those who seek to penetrate the upper classes through their costume (28-30). In Japan, pre-Meiji sumptuary laws, for example, restricted the use of gold, and prohibited the use of a certain shade of red by merchant classes (V&A Kimono).Therefore, in the governance of pre-globalised societies, the importance of clothing and textile is evident; as Jones and Stallybrass comment: We need to understand the antimatedness of clothes, their ability to “pick up” subjects, to mould and shape them both physically and socially—to constitute subjects through their power as material memories […] Clothing is a worn world: a world of social relations put upon the wearer’s body. (2-3, emphasis added)The significant re-imagining of Japanese cultural and national identities are explored here through the cataclysmic impact of Western ideologies on Japanese cultural traditions. There are many ways to examine how indigenous cultures respond to European, British, or American (hereafter Western) influences, particularly in times of conflict (Wilk). Western ideology arrived in Japan after a long period of isolation (during which time Japan’s only contact was with Dutch traders) through the threat of military hostility and war. It is after this outside threat was realised that Japan’s adoption of military and industrial practices begins. The re-imagining of their national identity took many forms, and the inclusion of a Western-style military costuming as a schoolboy uniform became a highly visible indicator of Japan’s mission to protect its sovereign integrity. A brief history of Japan’s rise from a collection of isolated feudal states to a unified military power, in not only the Asian Pacific region but globally, demonstrates the speed at which they adopted the Western mode of warfare. Gunboats on Japan’s ShorelinesJapan was forcefully opened to the West in the 1850s by America under threat of First Name Perry’s ‘gunboat diplomacy’ (Hillsborough 7-8). Following this, Japan underwent a rapid period of modernisation, and an upsurge in nationalism and military expansion that was driven by a desire to catch up to the European powers present in the Pacific. Noted by Ian Ferguson in Civilization: The West and the Rest, Unsure, the Japanese decided […] to copy everything […] Japanese institutions were refashioned on Western models. The army drilled like Germans; the navy sailed like Britons. An American-style system of state elementary and middle schools was also introduced. (221, emphasis added)This was nothing short of a wide-scale reorganisation of Japan’s entire social structure and governance. Under the Emperor Meiji, who wrested power from the Shogunate and reclaimed it for the Imperial head, Japan steamed into an industrial revolution, achieving in a matter of years what had taken Europe over a century.Japan quickly became a major player-elect on the world stage. However, as an island nation, Japan lacked the essentials of both coal and iron with which to fashion not only industrial machinery but also military equipment, the machinery of war. In 1875 Japan forced Korea to open itself to foreign (read: Japanese) trade. In the same treaty, Korea was recognised as a sovereign nation, separate from Qing China (Tucker 1461). The necessity for raw materials then led to the Sino-Japanese War (1894–95), a conflict between Japan and China that marked the emergence of Japan as a major world power. The Korean Peninsula had long been China’s most important client state, but its strategic location adjacent to the Japanese archipelago, and its natural resources of coal and iron, attracted Japan’s interest. Later, the Russo-Japanese War (1904–05), allowed a victorious Japan to force Russia to abandon its expansionist policy in the Far East, becoming the first Asian power in modern times to defeat a European power. The Russo-Japanese War developed out of the rivalry between Russia and Japan for dominance in Korea and Manchuria, again in the struggle for natural resources (Tucker 1534-46).Japan’s victories, together with the county’s drive for resources, meant that Japan could now determine its role within the Asia-Pacific sphere of influence. As Japan’s military, and their adoption of Westernised combat, proved effective in maintaining national integrity, other social institutions also looked to the West (Ferguson 221). In an ironic twist—while Victorian and Continental fashion was busy adopting the exotic, oriental look (Martin and Koda)—the kimono, along with other essentials of Japanese fashions, were rapidly altered (both literally and figuratively) to suit new, warlike ideology. It should be noted that kimono literally means ‘things that you wear’ and which, prior to exposure to Western fashions, signified all worn clothing (Dalby 65-119). “Wearing Things” in Westernised JapanAs Japan modernised during the late 1800s the kimono was positioned as symbolising barbaric, pre-modern, ‘oriental’ Japan. Indeed, on 17 January 1887 the Meiji Empress issued a memorandum on the subject of women’s clothing in Japan: “She [the Empress] believed that western clothes were in fact closer to the dress of women in ancient Japan than the kimonos currently worn and urged that they be adopted as the standard clothes of the reign” (Keene 404). The resemblance between Western skirts and blouses and the simple skirt and separate top that had been worn in ancient times by a people descended from the sun goddess, Amaterasu wo mikami, was used to give authority and cultural authenticity to Japan’s modernisation projects. The Imperial Court, with its newly ennobled European style aristocrats, exchanged kimono silks for Victorian finery, and samurai armour for military pomp and splendour (Figure 1).Figure 1: The Meiji Emperor, Empress and Crown Prince resplendent in European fashions on an outing to Asukayama Park. Illustration: Toyohara Chikanobu, circa 1890.It is argued here that the function of a uniform is to prepare the body for service. Maids and butlers, nurses and courtesans, doctors, policemen, and soldiers are all distinguished by their garb. Prudence Black states: “as a technology, uniforms shape and code the body so they become a unit that belongs to a collective whole” (93). The requirement to discipline bodies through clothing, particularly through uniforms, is well documented (see Craik, Peoples, and Foucault). The need to distinguish enemies from allies on the battlefield requires adherence to a set of defined protocols, as referenced in military fashion compendiums (see Molloy). While the postcolonial adoption of Western-based clothing reflects a new form of subservience (Rall, Kuechler and Miller), in Japan, the indigenous garments were clearly designed in the interests of ideological allegiance. To understand the Japanese sartorial traditions, the kimono itself must be read as providing a strong disciplinary element. The traditional garment is designed to represent an upright and unbending column—where two meters of under bindings are used to discipline the body into shape are then topped with a further four meters of a stiffened silk obi wrapped around the waist and lower chest. To dress formally in such a garment requires helpers (see Dalby). The kimono both constructs and confines the women who wear it, and presses them into their roles as dutiful, upper-class daughters (see Craik). From the 1890s through to the 1930s, when Japan again enters a period of militarism, the myth of the kimono again changes as it is integrated into the build-up towards World War II.Decades later, when Japan re-established itself as a global economic power in the 1970s and 1980s, the kimono was re-authenticated as Japan’s ‘traditional’ garment. This time it was not the myth of a people descended from solar deities that was on display, but that of samurai strength and propriety for men, alongside an exaggerated femininity for women, invoking a powerful vision of Japanese sartorial tradition. This reworking of the kimono was only possible as the garment was already contained within the framework of Confucian family duty. However, in the lead up to World War II, Japanese military advancement demanded of its people soldiers that could win European-style wars. The quickest solution was to copy the military acumen and strategies of global warfare, and the costumes of the soldiery and seamen of Europe, including Great Britain (Ferguson). It was also acknowledged that soldiers were ‘made not born’ so the Japanese educational system was re-vamped to emulate those of its military rivals (McVeigh). It was in the uptake of schoolboy uniforms that this re-imagining of Japanese imperial strength took place.The Japanese Schoolboy UniformCentral to their rapid modernisation, Japan adopted a constitutional system of education that borrowed from American and French models (Tipton 68-69). The government viewed education as a “primary means of developing a sense of nation,” and at its core, was the imperial authorities’ obsession with defining “Japan and Japaneseness” (Tipton 68-69). Numerous reforms eventually saw, after an abolition of fees, nearly 100% attendance by both boys and girls, despite a lingering mind-set that educating women was “a waste of time” (Tipton 68-69). A boys’ uniform based on the French and Prussian military uniforms of the 1860s and 1870s respectively (Kinsella 217), was adopted in 1879 (McVeigh 47). This jacket, initially with Prussian cape and cap, consists of a square body, standing mandarin style collar and a buttoned front. It was through these education reforms, as visually symbolised by the adoption of military style school uniforms, that citizen making, education, and military training became interrelated aspects of Meiji modernisation (Kinsella 217). Known as the gakuran (gaku: to study; ran: meaning both orchid, and a pun on Horanda, meaning Holland, the only Western country with trading relations in pre-Meiji Japan), these jackets were a symbol of education, indicating European knowledge, power and influence and came to reflect all things European in Meiji Japan. By adopting these jackets two objectives were realised:through the magical power of imitation, Japan would, by adopting the clothing of the West, naturally rise in military power; and boys were uniformed to become not only educated as quasi-Europeans, but as fighting soldiers and sons (suns) of the nation.The gakuran jacket was first popularised by state-run schools, however, in the century and a half that the garment has been in use it has come to symbolise young Japanese masculinity as showcased in campus films, anime, manga, computer games, and as fashion is the preeminent garment for boybands and Japanese hipsters.While the gakuran is central to the rise of global militarism in Japan (McVeigh 51-53), the jacket would go on to form the basis of the Sun Yat Sen and Mao Suits as symbols of revolutionary China (see McVeigh). Supposedly, Sun Yat Sen saw the schoolboy jacket in Japan as a utilitarian garment and adopted it with a turn down collar (Cumming et al.). For Sun Yat Sen, the gakuran was the perfect mix of civilian (school boy) and military (the garment’s Prussian heritage) allowing him to walk a middle path between the demands of both. Furthermore, the garment allowed Sun to navigate between Western style suits and old-fashioned Qing dynasty styles (Gerth 116); one was associated with the imperialism of the National Products Movement, while the other represented the corruption of the old dynasty. In this way, the gakuran was further politicised from a national (Japanese) symbol to a global one. While military uniforms have always been political garments, in the late 1800s and early 1900s, as the world was rocked by revolutions and war, civilian clothing also became a means of expressing political ideals (McVeigh 48-49). Note that Mahatma Ghandi’s clothing choices also evolved from wholly Western styles to traditional and emphasised domestic products (Gerth 116).Mao adopted this style circa 1927, further defining the style when he came to power by adding elements from the trousers, tunics, and black cotton shoes worn by peasants. The suit was further codified during the 1960s, reaching its height in the Cultural Revolution. While the gakuran has always been a scholarly black (see Figure 2), subtle differences in the colour palette differentiated the Chinese population—peasants and workers donned indigo blue Mao jackets, while the People’s Liberation Army Soldiers donned khaki green. This limited colour scheme somewhat paradoxically ensured that subtle hierarchical differences were maintained even whilst advocating egalitarian ideals (Davis 522). Both the Sun Yat Sen suit and the Mao jacket represented the rejection of bourgeois (Western) norms that objectified the female form in favour of a uniform society. Neo-Maoism and Mao fever of the early 1990s saw the Mao suit emerge again as a desirable piece of iconic/ironic youth fashion. Figure 2: An example of Gakuran uniform next to the girl’s equivalent on display at Ichikawa Gakuen School (Japan). Photo: Emerald King, 2015.There is a clear and vital link between the influence of the Prussian style Japanese schoolboy uniform on the later creation of the Mao jacket—that of the uniform as an integral piece of worn propaganda (Atkins).For Japan, the rapid deployment of new military and industrial technologies, as well as a sartorial need to present her leaders as modern (read: Western) demanded the adoption of European-style uniforms. The Imperial family had always been removed from Samurai battlefields, so the adoption of Western military costume allowed Japan’s rulers to present a uniform face to other global powers. When Japan found itself in conflict in the Asia Pacific Region, without an organised military, the first requirement was to completely reorganise their system of warfare from a feudal base and to train up national servicemen. Within an American-style compulsory education system, the European-based curriculum included training in mathematics, engineering and military history, as young Britons had for generations begun their education in Greek and Latin, with the study of Ancient Greek and Roman wars (Bantock). It is only in the classroom that ideological change on a mass scale can take place (Reference Please), a lesson not missed by later leaders such as Mao Zedong.ConclusionIn the 1880s, the Japanese leaders established their position in global politics by adopting clothing and practices from the West (Europeans, Britons, and Americans) in order to quickly re-shape their country’s educational system and military establishment. The prevailing military costume from foreign cultures not only disciplined their adopted European bodies, they enforced a new regime through dress (Rall 157-174). For boys, the gakuran symbolised the unity of education and militarism as central to Japanese masculinity. Wearing a uniform, as many authors suggest, furthers compliance (Craik, Nagasawa Kaiser and Hutton, and McVeigh). As conscription became a part of Japanese reality in World War II, the schoolboys just swapped their military-inspired school uniforms for genuine military garments.Re-imagining a Japanese schoolboy uniform from a European military costume might suit ideological purposes (Atkins), but there is more. The gakuran, as a uniform based on a close, but not fitted jacket, was the product of a process of advanced industrialisation in the garment-making industry also taking place in the 1800s:Between 1810 and 1830, technical calibrations invented by tailors working at the very highest level of the craft [in Britain] eventually made it possible for hundreds of suits to be cut up and made in advance [...] and the ready-to-wear idea was put into practice for men’s clothes […] originally for uniforms for the War of 1812. (Hollander 31) In this way, industrialisation became a means to mass production, which furthered militarisation, “the uniform is thus the clothing of the modern disciplinary society” (Black 102). There is a perfect resonance between Japan’s appetite for a modern military and their rise to an industrialised society, and their conquests in Asia Pacific supplied the necessary material resources that made such a rapid deployment possible. The Japanese schoolboy uniform was an integral part of the process of both industrialisation and militarisation, which instilled in the wearer a social role required by modern Japanese society in its rise for global power. Garments are never just clothing, but offer a “world of social relations put upon the wearer’s body” (Jones and Stallybrass 3-4).Today, both the Japanese kimono and the Japanese schoolboy uniform continue to interact with, and interrogate, global fashions as contemporary designers continue to call on the tropes of ‘military chic’ (Tonchi) and Japanese-inspired clothing (Kawamura). References Atkins, Jaqueline. Wearing Propaganda: Textiles on the Home Front in Japan, Britain, and the United States. Princeton: Yale UP, 2005.Bantock, Geoffrey Herman. Culture, Industrialisation and Education. London: Routledge & K. Paul, 1968.Black, Prudence. “The Discipline of Appearance: Military Style and Australian Flight Hostess Uniforms 1930–1964.” Fashion & War in Popular Culture. Ed. Denise N. Rall. Bristol: Intellect/U Chicago P, 2014. 91-106.Craik, Jenifer. Uniforms Exposed: From Conformity to Transgression. Oxford: Berg, 2005.Cumming, Valerie, Cecil Williet Cunnington, and Phillis Emily Cunnington. “Mao Style.” The Dictionary of Fashion History. Eds. Valerie Cumming, Cecil Williet Cunnington, and Phillis Emily Cunnington. Oxford: Berg, 2010.Dalby, Liza, ed. Kimono: Fashioning Culture. London: Vintage, 2001.Davis, Edward L., ed. Encyclopaedia of Contemporary Chinese Culture. London: Routledge, 2005.Dees, Jan. Taisho Kimono: Speaking of Past and Present. Milan: Skira, 2009.Ferguson, N. Civilization: The West and the Rest. London: Penguin, 2011.Foucault, Michel. Discipline and Punish: The Birth of the Prison. Trans. Alan Sheridan. London: Penguin, 1997. Gerth, Karl. China Made: Consumer Culture and the Creation of the Nation, Cambridge: East Asian Harvard Monograph 224, 2003.Gilbert, W.S., and Arthur Sullivan. The Mikado or, The Town of Titipu. 1885. 16 Nov. 2015 ‹http://math.boisestate.edu/gas/mikado/mk_lib.pdf›. Hillsborough, Romulus. Samurai Revolution: The Dawn of Modern Japan Seen through the Eyes of the Shogun's Last Samurai. Vermont: Tuttle, 2014.Jones, Anne R., and Peter Stallybrass, Renaissance Clothing and the Materials of Memory. Cambridge: Cambridge UP, 2000.Keene, Donald. Emperor of Japan: Meiji and His World, 1852-1912. New York: Columbia UP, 2002.King, Emerald L. “Schoolboys and Kimono Ladies.” Presentation to the Un-Thinking Asian Migrations Conference, University of Otago, Dunedin, New Zealand, 24-26 Aug. 2014. Kinsella, Sharon. “What’s Behind the Fetishism of Japanese School Uniforms?” Fashion Theory 6.2 (2002): 215-37. Kuechler, Susanne, and Daniel Miller, eds. Clothing as Material Culture. Oxford: Berg, 2005.Landow, George P. “Liberty and the Evolution of the Liberty Style.” 22 Aug. 2010. ‹http://www.victorianweb.org/art/design/liberty/lstyle.html›.Martin, Richard, and Harold Koda. Orientalism: Vision of the East in Western Dress. New York: Metropolitan Museum of Art, 1994.McVeigh, Brian J. Wearing Ideology: State, Schooling, and Self-Presentation in Japan. Oxford: Berg, 2000.Molloy, John. Military Fashion: A Comparative History of the Uniforms of the Great Armies from the 17th Century to the First World War. New York: Putnam, 1972.Peoples, Sharon. “Embodying the Military: Uniforms.” Critical Studies in Men’s Fashion 1.1 (2014): 7-21.Rall, Denise N. “Costume & Conquest: A Proximity Framework for Post-War Impacts on Clothing and Textile Art.” Fashion & War in Popular Culture, ed. Denise N. Rall. Bristol: Intellect/U Chicago P, 2014. 157-74. Tipton, Elise K. Modern Japan: A Social and Political History. 3rd ed. London: Routledge, 2016.Tucker, Spencer C., ed. A Global Chronology of Conflict: From the Ancient World to the Modern Middle East. Santa Barbara, CA: ABC-CLIO, 2013.V&A Kimono. Victoria and Albert Museum. “A History of the Kimono.” 2004. 2 Oct. 2015 ‹http://www.vam.ac.uk/content/articles/h/a-history-of-the-kimono/›.V&A Victorian. Victoria and Albert Museum. “The Victorian Vision of China and Japan.” 10 Nov. 2015 ‹http://www.vam.ac.uk/content/articles/t/the-victorian-vision-of-china-and-japan/›.Vincent, Susan J. The Anatomy of Fashion: Dressing the Body from the Renaissance to Today. Berg: Oxford, 2009.Wilde, Oscar. “The Decay of Lying.” 1889. In Intentions New York: Berentano’s 1905. 16 Nov. 2015 ‹http://virgil.org/dswo/courses/novel/wilde-lying.pdf›. Wilk, Richard. “Consumer Goods as a Dialogue about Development.” Cultural History 7 (1990) 79-100.

Perfume is a Japanese “techno-pop” idol trio formed in 2000 consisting of three women–Ayano Omoto, Yuka Kashino, and Ayaka Nishiwaki. Since 2007, when one of their songs was selected for a recycling awareness campaign by Japan's national public broadcaster, Perfume has been a consistent fixture in the Japanese pop music charts. They have been involved in the full gamut of typical idol activities, from television and radio shows to commercials for clothing brands, candy, and drinks. Their success reflects Japanese pop culture's long-standing obsession with pop idols, who once breaking into the mainstream, become ubiquitous cross-media presences. Perfume’s fame in Japan is due in large part to their masterful performance of traditional female idol roles, through which they assume the kaleidoscopic positions of daughter, sister, platonic friend, and heterosexual romantic partner depending on the standpoint of the beholder. In the lyrical content of their songs, they play the various parts of the cute but shy girl who loves from a distance, the strong compatriot that pushes the listener to keep striving for their dreams, and the kindred spirit with whom the listener can face life's ordinary challenges. Like other successful idols, their extensive lines of Perfume-branded merchandise and product endorsements make the exercise of consumer spending power by their fans a vehicle for them to approach the ideals and experiences that Perfume embodies. Yet, Perfume's videos, music, and stage performances are also replete with subversive images of machines, virtual cities and landscapes, and computer generated apparitions. In their works, the traditional idol as an object of consumer desire co-exists with images of the fragmentation of identity, distrust in the world and the senses, and the desire to escape from illusion, all presented in terms of encounters with technology. In what their fans call the "Near Future Trilogy", a set of three singles released soon after their major label debut (2005-06), lyrics refer to the artificiality and transience of virtual worlds ("Nothing I see or touch has any reality" from "Electro-World," or "I want to escape. I want to destroy this city created by immaculate computation" from "Computer City"). In their later work, explicit lyrical references to virtual worlds and machines largely disappear, but they are replaced with images and bodily performances of Perfume with robotic machinery and electronic information. Perfume is an idol group augmented by technology. In this paper, I explore the significance of these images of technological augmentation of the human body in the work of Perfume. I suggest that the ways these bodily encounters of the human body and technology are articulated in their work reflect broader social and economic anxieties and hopes in Japan. I focus in the first section of this paper on describing some of the recurring technological motifs in their works. Next, I show how their recent work is an experiment with the emergent possibilities of human-technology relationships for imagining Japan's future development. Not only in their visual and performance style, but in their modes of engagement with their fans through new media, I suggest that Perfume itself is attempting to seek out new forms of value creation, which hold the promise of pushing Japan out of the extended economic and social stagnation of its 1990s post-bubble "Lost Decade,” particularly by articulating how they connect with the world. The idol's technologically augmented body becomes both icon and experiment for rethinking Japan and staking out a new global position for it. Though I have referred above to Perfume as its three members, I also use the term to signify the broader group of managers and collaborating artists that surrounds them. Perfume is a creation of corporate media companies and the output of development institutions designed to train multi-talented entertainers from a young age. In addition to the three women who form the public face of Perfume, main figures include music producer Yasutaka Nakata, producer and choreographer MIKIKO, and more recently, the new media artist Daito Manabe and his company, Rhizomatiks. Though Perfume very rarely appear on stage or in their videos with any other identifiable human performers, every production is an effort involving dozens of professional staff. In this respect, Perfume is a very conventional pop idol unit. The attraction of these idols for their fans is not primarily their originality, creativity, or musicality, but their professionalism and image as striving servants (Yano 336). Idols are beloved because they "are well-polished, are trained to sing and act, maintain the mask of stardom, and are extremely skillful at entertaining the audience" (Iwabuchi 561). Moreover, their charisma is based on a relationship of omoiyari or mutual empathy and service. As Christine Yano has argued for Japanese Enka music, the singer must maintain the image of service to his or her fans and reach out to them as if engaged in a personal relationship with each (337). Fans reciprocate by caring for the singer, and making his or her needs their own, not the least of which are financial. The omoiyari relationship of mutual empathy and care is essential to the singer’s charismatic appeal (Yano 347). Thus it does not matter to their fans that Perfume do not play their own instruments or write their own songs. These are jobs for other professionals. However, mirroring the role of the employee in the Japanese company-as-family (see Kondo), their devotion to their jobs as entertainers, and their care and respect for their fans must be evident at all times. The tarnishing of this image, for instance through revelations of underage smoking or drinking, can be fatal, and has resulted in banishment from the media spotlight for some former stars. A large part of Japanese stars' conventional appeal is based on their appearance as devoted workers, consummate professionals, and partners in mutual empathy. As charismatic figures that exchange cultural ideals for fans’ disposable income, it is not surprising that many authors have tied the emergence of the pop idol to the height of Japan's economic prosperity in the 1970s and 1980s, when the social contract between labor and corporations that provided both lifelong employment and social identity had yet to be seriously threatened. Aoyagi suggests (82) that the idol system is tied to post-war consumerism and the increased importance of young adults, particularly women, as consumers. As this correlation between the health of idols and the economy might imply, there is a strong popular connection between concerns of social fission and discontent and economic stagnation. Koichi Iwabuchi writes that Japanese media accounts in the 1990s connected the health of the idol system to the "vigor of society" (555). As Iwabuchi describes, some Japanese fans have looked for their idols abroad in places such as Hong Kong, with a sense of nostalgia for a kind of stardom that has waned in Japan and because of "a deep sense of disillusionment and discontent with Japanese society" (Iwabuchi 561) following the collapse of Japan's bubble economy in the early 1990s. In reaction to the same conditions, some Japanese idols have attempted to exploit this nostalgia. During a brief period of fin-de-siècle optimism that coincided with neoliberal structural reforms under the government of Junichiro Koizumi, Morning Musume, the most popular female idol group at the time, had a hit single entitled "Love Machine" that ended the 1990s in Japan. The song's lyrics tie together dreams of life-long employment, romantic love, stable traditional families, and national resurgence, linking Japan's prosperity in the world at large to its internal social, emotional, and economic health. The song’s chorus declares, "The world will be envious of Japan's future!", although that future still has yet to materialize. In its place has appeared the "near-future" imaginary of Perfume. As mentioned above, the lyrics of some of their early songs referenced illusory virtual worlds that need to be destroyed or transcended. In their later works, these themes are continued in images of the bodies of the three performers augmented by technology in various ways, depicting the performers themselves as robots. Images of the three performers as robots are first introduced in the music video for their single "Secret Secret" (2007). At the outset of the video, three mannequins resembling Perfume are frozen on a futuristic TV soundstage being dressed by masked attendants who march off screen in lock step. The camera fades in and out, and the mannequins are replaced with the human members frozen in the same poses. Other attendants raise pieces of chocolate-covered ice cream (the music video also served as an advertisement for the ice cream) to the performers' mouths, which when consumed, activate them, launching them into a dance consisting of stilted, mechanical steps, and orthogonal arm positions. Later, one of the performers falls on stairs and appears to malfunction, becoming frozen in place until she receives another piece of ice cream. They are later more explicitly made into robots in the video for "Spring of Life" (2012), in which each of the three members are shown with sections of skin lifted back to reveal shiny, metallic parts inside. Throughout this video, their backs are connected to coiled cables hanging from the ceiling, which serve as a further visual sign of their robotic characters. In the same video, they are also shown in states of distress, each sitting on the floor with parts exposed, limbs rigid and performing repetitive motions, as though their control systems have failed. In their live shows, themes of augmentation are much more apparent. At a 2010 performance at the Tokyo Dome, which was awarded the jury selection prize in the 15th Japan Media Arts Festival by the Japanese Agency for Cultural Affairs, the centerpiece was a special performance entitled "Perfume no Okite" or "The Laws of Perfume." Like "Secret Secret," the performance begins with the emergence of three mannequins posed at the center of the stadium. During the introductory sequence, the members rise out of a different stage to the side. They begin to dance, synchronized to massively magnified, computer generated projections of themselves. The projections fluctuate between photorealistic representations of each member and ghostly CG figures consisting of oscillating lines and shimmering particles that perform the same movements. At the midpoint, the members each face their own images, and state their names and dates of birth before uttering a series of commands: "The right hand and right leg are together. The height of the hands must be precise. Check the motion of the fingers. The movement of the legs must be smooth. The palms of the hands must be here." With each command, the members move their own bodies mechanically, mirrored by the CG figures. After more dancing with their avatars, the performance ends with Perfume slowly lowered down on the platform at the center of the stage, frozen in the same poses and positions as the mannequins, which have now disappeared. These performances cleverly use images of robotic machinery in order to subvert Perfume's idol personas. The robotic augmentations are portrayed as vectors for control by some unseen external party, and each of the members must have their life injected into them through cables, ice cream, or external command, before they can begin to dance and sing as pop idols. Pop idols have always been manufactured products, but through such technological imagery Perfume make their own artificiality explicit, revealing to the audience that it is not the performers they love, but the emergent and contingently human forms of a social, technological, and commercial system that they desire. In this way, these images subvert the performers' charisma and idol fans' own feelings of adoration, revealing the premise of the idol system to have been manufactured to manipulate consumer affect and desire. If, as Iwabuchi suggests, some fans of idols are attracted to their stars by a sense of nostalgia for an age of economic prosperity, then Perfume's robotic augmentations offer a reflexive critique of this industrial form. In "The Laws of Perfume", the commands that comport their bodies may be stated in their own voices, yet they issue not from the members themselves, but their magnified and processed avatars. It is Perfume the commercial entity speaking. The malfunctioning bodies of Perfume depicted in "Secret Secret" and "Spring of Life" do not detract from their charisma as idols as an incident of public drunkenness might, because the represented breakdowns in their performances are linked not to the moral purity or professionalism of the humans, but to failures of the technological and economic systems that have supported them. If idols of a past age were defined by their seamless and idealized personas as entertainers and employees, then it is fitting that in an age of much greater economic and social uncertainty that they should acknowledge the cracks in the social and commercial mechanisms from which their carefully designed personas emerge. In these videos and performances, the visual trope of technological body augmentation serves as a means for representing both the dependence of the idol persona on consumer capitalism, and the fracturing of that system. However, they do not provide an answer to the question of what might lie beyond the fracturing. The only suggestions provided are the disappearance of that world, as in the end of "Computer City," or in the reproduction of the same structure, as when the members of Perfume become mannequins in "The Laws of Perfume" and "Secret Secret." Interestingly, it was with Perfume's management's decision to switch record labels and market Perfume to an international audience that Perfume became newly augmented, and a suggestion of an answer became visible. Perfume began their international push in 2012 with the release of a compilation album, "Love the World," and live shows and new media works in Asia and Europe. The album made their music available for purchase outside of Japan for the first time. Its cover depicts three posed figures computer rendered as clouds of colored dots produced from 3D scans of the members. The same scans were used to create 3D-printed plastic figures, whose fabrication process is shown in the Japanese television ad for the album. The robotic images of bodily augmentation have been replaced by a more powerful form of augmentation–digital information. The website which accompanied their international debut received the Grand Prix of the 17th Japan Media Arts Prize. Developed by Daito Manabe and Rhizomatiks, visitors to the Perfume Global website were greeted by a video of three figures composed of pulsating clouds of triangles, dancing to a heavy, glitch-laden electronic track produced by Nakata. Behind them, dozens of tweets about Perfume collected in real-time scroll across the background. Controls to the side let visitors change not only the volume of the music, but also the angle of their perspective, and the number and responsiveness of the pulsating polygons. The citation for the site's prize refers to the innovative participatory features of the website. Motion capture data from Perfume, music, and programming examples used to render the digital performance were made available for free to visitors, who were encouraged to create their own versions. This resulted in hundreds of fan-produced videos showing various figures, from animals and cartoon characters to swooshing multi-colored lines, dancing the same routine. Several of these were selected to be featured on the website, and were later integrated into the stage performance of the piece during Perfume's Asia tour. A later project extended this idea in a different direction, letting website visitors paint animations on computer representations of the members, and use a simple programming language to control the images. Many of these user creations were integrated into Perfume's 2013 performance at the Cannes Lions International Festival as advertising. Their Cannes performance begins with rapidly shifting computer graphics projected onto their costumes as they speak in unison, as though they are visitors from another realm: "We are Perfume. We have come. Japan is far to the east. To encounter the world, the three of us and everyone stand before you: to connect you with Japan, and to communicate with you, the world." The user-contributed designs were projected on to the members' costumes as they danced. This new mode of augmentation–through information rather than machinery–shows Perfume to be more than a representation of Japan's socio-economic transitions, but a live experiment in effecting these transitions. In their international performances, their bodies are synthesized in real-time from the performers' motions and the informatic layer generated from tweets and user-generated creations. This creates the conditions for fans to inscribe their own marks on to Perfume, transforming the emotional engagement between fan and idol into a technological linkage through which the idols’ bodies can be modified. Perfume’s augmented bodies are not just seen and desired, but made by their fans. The value added by this new mode of connection is imagined as the critical difference needed to transform Perfume from a local Japanese idol group into an entity capable of moving around the world, embodying the promise of a new global position for Japan enabled through information. In Perfume, augmentation suggests a possible answer to Japan’s economic stagnation and social fragmentation. It points past a longing for the past towards new values produced in encounters with the world beyond Japan. Augmentations newly connect Perfume and Japan with the world economically and culturally. At the same time, a vision of Japan emerges, more mobile, flexible, and connected perhaps, yet one that attempts to keep Japan a distinct entity in the world. Bodily augmentations, in media representations and as technological practices, do more than figuratively and materially link silicon and metal with flesh. They mark the interface of the body and technology as a site of transnational connection, where borders between the nation and what lies outside are made References Aoyagi, Hiroshi. Islands of Eight Million Smiles: Idol Performance and Symbolic Production in Contemporary Japan. Cambridge, Mass.: Harvard University Press, 2005. Iwabuchi, Koichi. "Nostalgia for a (Different) Asian Modernity: Media Consumption of "Asia" in Japan." positions: east asia cultures critique 10.3 (2002): 547-573. Kondo, Dorinne K. Crafting Selves: Power, Gender and Discourses of Identity in a Japanese Workplace. Chicago and London: University of Chicago Press, 1990. Morning Musume. “Morning Musume ‘Love Machine’ (MV).” 15 Oct. 2010. 4 Dec. 2013 ‹http://www.youtube.com/watch?v=6A7j6eryPV4›. Perfume. “[HD] Perfume Performance Cannes Lions International Festival of Creativity.” 20 June 2013. 11 Nov. 2013 ‹http://www.youtube.com/watch?v=gI0x5vA7fLo›. ———. “[SPOT] Perfume Global Compilation “LOVE THE WORLD.”” 11 Sep. 2012. 11 Nov. 2013 ‹http://www.youtube.com/watch?v=28SUmWDztxI›. ———. “Computer City.” 18 June 2013. 10 Oct. 2013 ‹http://www.youtube.com/watch?v=jOXGKTrsRNg›. ———. “Electro World.” 18 June 2013. 10 Oct. 2013 ‹http://www.youtube.com/watch?v=8zh0ouiYIZc›. ———. “Perfume no Okite.” 8 May 2011. 10 Oct. 2013 ‹http://www.youtube.com/watch?v=2EjOistJABM›. ———. “Perfume Official Global Website.” 2012. 11 Nov. 2013 ‹http://perfume-global.com/project.html›. ———. “Secret Secret.” 18 Jan. 2012. 10 Oct. 2013 ‹http://www.youtube.com/watch?v=birLzegOHyU›. ———. “Spring of Life.” 18 June 2013. 10 Oct. 2013 ‹http://www.youtube.com/watch?v=7PtvnaEo9-0›. Yano, Christine. "Charisma's Realm: Fandom in Japan." Ethnology 36.4 (1997): 335-49.

'Self-awareness' and the development of the autonomous subject (derived from Enlightenment and the Anglo-European philosophical traditions) has often been implicated in discussions of modernity. In East Asian societies where the Confucianist social order is seen as a deep-rooted social and cultural force, discussions of modernity and modernisation have often revolved around the tension between the spread of individualism and liberalism that come with modernisation and contact with the West. The preservation of traditional sociocultural values and familial and social structures that stress mutual obligations, social harmony and a certain form of "benign" paternalism have been key concerns. The popular television dramas in these societies seem to provide a public imaginary space where such tensions and conflicts are often played out in dramatic ways. They provide places were simulated or compromised solutions are proposed and explored. Popular TV romance dramas in particular can serve as a window to the ways in which the topic of the (non-) self-determining subject is explored. These dramas typically present a scenario in which strong mutual love and desire between two people come into conflict with the existing sociocultural values (e.g., familial, social constraints). In this paper, I analyse a recent popular South Korean TV romance drama: (1) Autumn in My Heart (also known as Endless Love I, Autumn for short below) and contrast it with (2) Friends, another recent popular TV romance drama jointly produced by television companies in Japan and South Korea. These cultural products are shown not only in their respective societies but also sold to television companies in other neighbouring countries; their VCD/DVDs are widely marketed and circulated in East Asian areas (e.g., Hong Kong, Taiwan, Mainland China). 1 Autumn is about a brother (played by Song Seung-hun) and sister (played by Song Hye-kyo) who had grown up together and had developed a very close relationship in a happy middle class family until one day the family found out that the girl was actually not their own. There had been a mistake in the hospital and two baby girls were swapped. Hye-kyo was 14 when this mistake was discovered. She returned to her real mother's poor working class home (her father died from blood cancer before she was born), while the middle class family left Korea for the States with their son and newly recovered daughter as an attempt to forget about the whole incident. From then on, Hye-kyo was separated from her "brother" (Seung-hun) and started her longing for him. Ten years later, the middle class family returned to South Korea and the "brother" and "sister" met again and fell in love. Seung-hun wanted to break his prior engagement with his fiancée to marry Hye-kyo. However, family and friends still saw them as "brother" and "sister" (despite the fact that they are not related in blood) and imposed great familial and social pressure on them to end their "improper" relationship. Later, Hye-kyo discovered that she had blood cancer. She hid her illness from Seung-hun and wished him happiness with his fiancé. Seung-hun, not knowing about Hye-kyo's illness, and under a guilty conscience to make it up to his fiancée (who had attempted suicide for him), consented to leave Hye-kyo and go back to the States with his fiancé. At the last moment, he found out about Hye-kyo's illness and rushed to the hospital. Families and friends were finally moved by their love for each other and did not prevent them from spending their last days together. Hye-kyo died from her illness soon and Seung-hun, having lost all hope and interest in life, was hit by a truck. To the Western audience, such a storyline may seem implausible and perhaps impossible. For instance, how can family and friends find any legitimate reasons to prevent Seung-hun and Hye-kyo from loving each other when they are not blood relatives? Seung-hun's father mentioned once that their "improper relationship" would bring disgrace to the family. His mother did not support their union, either, as she could not bear to see the "brother-sister" relationship being transformed into a romantic, sexual relationship. She became ill, tormented by her own guilty feelings: she blamed herself for not taking Hye-kyo with her to the States ten years ago and she thought that their "love" for each other was a tragic distortion of their original brotherly and sisterly feelings due to their long separation. On the other hand, Seung-hun felt guilty for breaking his prior promise to his fiancé. Hye-kyo was also full of guilty feelings for she felt that they were hurting everybody who cared about them. Almost 90% of the time when the couple talked to each other, they were in tears and were deeply tormented by the conflict between their perceived obligations towards family and friends who loved them and their strong desire to stay together. At one point, they decided to part so that "no one would get hurt any more" (without admitting that they themselves were deeply hurt). Such self-negating actions were coupled with an unquestioning acceptance of the legitimacy of the familial and social demands on them. Is the current South Korean society very much against the development of an autonomous individual and the individual's self-determining actions? On this issue, Korean cultural studies scholar Lee Dong-hoo had the following comments: Many Korean dramas, especially daily soap operas, put values on relationships, such as family relationship and friendship. Even a success story, which emphasizes one's own will to succeed, doesn't neglect the aspect of human relationships. … The traditional Confucianist ethics or patriarchal ideology can be found in the dramas' emphasis on relationship or one's social role. And I think that keeping good relationships is one of the survival strategies in Korea. The Korean society has been maintained by the closely connected social nets. The dramas may (unconsciously) reflect this reality. Lee's remarks about the importance of Confucianism in the Korean society are evidenced in the long-term activities of the well-organised Confucianist society ("Confucian Forest"), which maintains special schools in major cities and counties, offering instruction in Confucianist ethics, rituals and practices (Wu 27). Another example of Confucianist relational ethics can be found in the recent rejection by the South Korean parliament of the nominated female prime minister; one of the reasons quoted is that her son has chosen to be an American citizen (Nan 26). Before moving on to a discussion of the ideological implications of the tragic ending in Autumn, let us first look at another recent popular TV romance drama, Friends, which was jointly produced by Japanese and South Korean television companies. Interestingly, Friends did not start with a scene in Korea or Japan but with the Victorian Harbor scene in Hong Kong, with spectacular cosmopolitan skyscrapers in the background, and a Western-style saxophonist playing Jazz music in a busy street corner. Tomoko, a tourist from Japan, was left on her own by her colleague who had travelled with her on holiday but was keen to see her boyfriend who worked in Hong Kong. Soon, Tomoko was robbed of her handbag in a busy street. In chasing the robber, she mistook Kim as the culprit. After the misunderstanding was cleared up, they became friends. Kim was a college student from South Korea and an active member of the Film society in his university. He was in Hong Kong trying to shoot his first and last movie on a shoestring budget (last because he had decided to give up film-making after this to conform to his father's wish for him to run the family business). Tomoko agreed to help Kim by acting in his movie, which was about a young woman running and searching for true love in the busy streets of a foreign place (Hong Kong). After the short stay in Hong Kong, they returned to Japan and Korea respectively and started their e-mail correspondence. Soon they fell in love. Tomoko felt that corresponding with Kim made her able to like herself again. Coming from a divorced, single-parent family and not doing very well in school, she had tried to commit suicide before. Her lowly, routine job as a sales assistant in a big department store in Tokyo also gave her little satisfaction and purpose in life. However, after starting her romance with Kim, Tomoko seemed to have regained confidence in herself and a purpose in life -- she started taking lessons in the Korean language, worked very hard and finally succeeded in becoming a tour guide for Korean trips so that she could move to South Korea. Likewise, Kim found that he could become himself again when he was with Tomoko. Tomoko encouraged him to pursue his dream of becoming a movie director. However, aggravating family pressure later made Kim wonder whether he was right in defying his father's wishes (by pursuing a film career and loving a Japanese woman) and he blamed Tomoko for his strained relationship with his father. Tomoko, dejected and heart-broken, returned to Japan. Kim, having lost Tomoko, came to his senses and returned to his low-paid job as a film production assistant. Finally he succeeded in gaining a prize for his movie and his parents came to the award ceremony indicating a softening on the part of his father, who finally came to recognise the value of, and his passion for, film work. Kim later became re-united with Tomoko. The happy ending of Friends stands in sharp contrast with the tragic ending of Autumn. The simulated ending of Friends reflects "imaginary realism", one of the newly appropriated strategies based on marketing considerations found in the recent hugely successful blockbuster movies produced in South Korea; it "enables [one] to escape the restrictions of reality without losing a sense of the real" (Lee 12). In Autumn, Hye-kyo frequently said to Seung-hun that their actions would be punished and she later remarked that her illness was a punishment for hurting other people. This tragic ending thus seems to have the ideological, didactic effect of teaching about the punishment for violating the Confucianist social order. Friends, on the other hand, seems to use the hybrid, third space created by the cosmopolitan scene and Western symbols (the Western street musician playing jazz) in Hong Kong (a former British colony which claims itself to be "the Manhattan of Asia") to fabricate a modernised, Westernised and yet still Asian background for the love story to start in. Tomoko was instrumental in inducing Kim to follow his dream, to become the person he really wanted to be. Kim's subsequent success which helped win the acceptance of his father symbolises the possibility of the maturing of the self-determining subject in the new, globalised economic order (Kim's superior in Kim's military service once encouraged him to follow his passion and contribute to the film-making industry to bring glory to the nation) and the possible gradual transition from Confucianism to a certain form of nationalist liberalism in South Korea (e.g., following one's dream and contributing to national glory simultaneously), under the influence of seemingly more Wesernised neighbouring societies (e.g., Japan, Hong Kong). Autumn and Friends seem to represent two different possible stances towards the traditional order at this historical juncture when South Korea is experiencing enormous economic success and going through modernisation and a certain degree of Westernisation that come with its participation in the global economic order. Sociocultural tensions, conflicts and resolutions are simulated and explored in the relatively safe, imaginary space of popular TV dramas, which apart from playing their economic part in a highly successful national media industry, also play an important role in engaging the transnational public (e.g., audiences in East Asian societies which share a Confucianist tradition) with sociocultural issues in an imaginary space. As in the feminist retelling and re-staging of the traditional Chinese opera Butterfly Lovers in newly formed Communist China in the 1950s to explore the self-determining subject and autonomous actions of the female protagonist (Li), these Korean TV dramas seem to provide an important public space for the explorations of a society's cultural ethos and the contested issues of modernity, Westernisation and cosmopolitanisation. They reflect the articulation of different (contradictory) cultural, economic and historical forces and their potential constitutive impact on the future sociocultural landscape of East Asian societies awaits further research. Notes For instance, the media in Hong Kong and China readily talk of the coming of the "Korean Wave" and the names of Korean TV idols such as Song Hye-kyo, Song Seung-hun and Won Bin (who co-starred in Autumn) are familiar to many Chinese young people. The final episode of Autumn aired on Asia Television (ATV) in August 2002 had attracted as high as 70% of that night's television audience in Hong Kong, a rare phenomenon that ATV hurried to boast of. References Lee, Dong-Hoo. "Relationships in Korean Dramas". E-mail communication to the author, 6 August 2002. Lee, Sooyeon. Explaining the South Korean blockbuster movies: An industrial and textual analysis. Unpublished manuscript. Korean Women's Development Institute, South Korea, 2002. Li, Siu Leung. Cross-dressing in Chinese opera. Hong Kong: The University of Hong Kong Press, 2001. Nan, Li Ming. "Broken dream of female prime minister in a sad South Korea [in Chinese]." Yazhou Zhoukan—The International Chinese Newsweekly, 12-18 August 2002: 26. Wu, Le Shan. "Female prime minister in South Korea's new era [in Chinese]." Yazhou Zhoukan—The International Chinese Newsweekly, 22-28 July 2002: 26-27. Citation reference for this article Substitute your date of access for Dn Month Year etc... MLA Style Lin, Angel M. Y.. "Modernity and the Self" M/C: A Journal of Media and Culture 5.5 (2002). [your date of access] < http://www.media-culture.org.au/mc/0210/Lin.html &gt. Chicago Style Lin, Angel M. Y., "Modernity and the Self" M/C: A Journal of Media and Culture 5, no. 5 (2002), < http://www.media-culture.org.au/mc/0210/Lin.html &gt ([your date of access]). APA Style Lin, Angel M. Y.. (2002) Modernity and the Self. M/C: A Journal of Media and Culture 5(5). < http://www.media-culture.org.au/mc/0210/Lin.html &gt ([your date of access]).

This article investigates the prosthesis of identity through the process of branding. It examines cross-cultural manifestations of this phenomena from sixth millennium BCE Syria to twelfth century Japan and Britain. From the Neolithic Era, humanity has sort to extend their identities using pictorial signs that were characteristically simple. Designed to be distinctive and instantly recognisable, the totemic symbols served to signal the origin of the bearer. Subsequently, the development of branding coincided with periods of increased in mobility both in respect to geography and social strata. This includes fifth millennium Mesopotamia, nineteenth century Britain, and America during the 1920s.There are fewer articles of greater influence on contemporary culture than A Theory of Human Motivation written by Abraham Maslow in 1943. Nearly seventy-five years later, his theories about the societal need for “belongingness” and “esteem” remain a mainstay of advertising campaigns (Maslow). Although the principles are used to sell a broad range of products from shampoo to breakfast cereal they are epitomised by apparel. This is with refence to garments and accessories bearing corporation logos. Whereas other purchased items, imbued with abstract products, are intended for personal consumption the public display of these symbols may be interpreted as a form of signalling. The intention of the wearers is to literally seek the fulfilment of the aforementioned social needs. This article investigates the use of brands as prosthesis.Coats and Crests: Identity Garnered on Garments in the Middle Ages and the Muromachi PeriodA logo, at its most basic, is a pictorial sign. In his essay, The Visual Language, Ernest Gombrich described the principle as reducing images to “distinctive features” (Gombrich 46). They represent a “simplification of code,” the meaning of which we are conditioned to recognise (Gombrich 46). Logos may also be interpreted as a manifestation of totemism. According to anthropologist Claude Levi-Strauss, the principle exists in all civilisations and reflects an effort to evoke the power of nature (71-127). Totemism is also a method of population distribution (Levi-Strauss 166).This principle, in a form garnered on garments, is manifested in Mon Kiri. The practice of cutting out family crests evolved into a form of corporate branding in Japan during the Meiji Period (1868-1912) (Christensen 14). During the Muromachi period (1336-1573) the crests provided an integral means of identification on the battlefield (Christensen 13). The adorning of crests on armour was also exercised in Europe during the twelfth century, when the faces of knights were similarly obscured by helmets (Family Crests of Japan 8). Both Mon Kiri and “Coat[s] of Arms” utilised totemic symbols (Family Crests of Japan 8; Elven 14; Christensen 13). The mon for the imperial family (figs. 1 & 2) during the Muromachi Period featured chrysanthemum and paulownia flowers (Goin’ Japaneque). “Coat[s] of Arms” in Britain featured a menagerie of animals including lions (fig. 3), horses and eagles (Elven).The prothesis of identity through garnering symbols on the battlefield provided “safety” through demonstrating “belongingness”. This constituted a conflation of two separate “needs” in the “hierarchy of prepotency” propositioned by Maslow. Fig. 1. The mon symbolising the Imperial Family during the Muromachi Period featured chrysanthemum and paulownia. "Kamon (Japanese Family Crests): Ancient Key to Samurai Culture." Goin' Japaneque! 15 Nov. 2015. 27 July 2019 <http://goinjapanesque.com/05983/>.Fig. 2. An example of the crest being utilised on a garment can be found in this portrait of samurai Oda Nobunaga. "Japan's 12 Most Famous Samurai." All About Japan. 27 Aug. 2018. 27 July 2019 <https://allabout-japan.com/en/article/5818/>.Fig. 3. A detail from the “Index of Subjects of Crests.” Elven, John Peter. The Book of Family Crests: Comprising Nearly Every Family Bearing, Properly Blazoned and Explained, Accompanied by Upwards of Four Thousand Engravings. Henry Washbourne, 1847.The Pursuit of Prestige: Prosthetic Pedigree from the Late Georgian to the Victorian Eras In 1817, the seal engraver to Prince Regent, Alexander Deuchar, described the function of family crests in British Crests: Containing The Crest and Mottos of The Families of Great Britain and Ireland; Together with Those of The Principal Cities and Heraldic Terms as follows: The first approach to civilization is the distinction of ranks. So necessary is this to the welfare and existence of society, that, without it, anarchy and confusion must prevail… In an early stage, heraldic emblems were characteristic of the bearer… Certain ordinances were made, regulating the mode of bearing arms, and who were entitled to bear them. (i-v)The partitioning of social classes in Britain had deteriorated by the time this compendium was published, with displays of “conspicuous consumption” displacing “heraldic emblems” as a primary method of status signalling (Deuchar 2; Han et al. 18). A consumerism born of newfound affluence, and the desire to signify this wealth through luxury goods, was as integral to the Industrial Revolution as technological development. In Rebels against the Future, published in 1996, Kirkpatrick Sale described the phenomenon:A substantial part of the new population, though still a distinct minority, was made modestly affluent, in some places quite wealthy, by privatization of of the countryside and the industrialization of the cities, and by the sorts of commercial and other services that this called forth. The new money stimulated the consumer demand… that allowed a market economy of a scope not known before. (40)This also reflected improvements in the provision of “health, food [and] education” (Maslow; Snow 25-28). With their “physiological needs” accommodated, this ”substantial part” of the population were able to prioritised their “esteem needs” including the pursuit for prestige (Sale 40; Maslow).In Britain during the Middle Ages laws “specified in minute detail” what each class was permitted to wear (Han et al. 15). A groom, for example, was not able to wear clothing that exceeded two marks in value (Han et al. 15). In a distinct departure during the Industrial Era, it was common for the “middling and lower classes” to “ape” the “fashionable vices of their superiors” (Sale 41). Although mon-like labels that were “simplified so as to be conspicuous and instantly recognisable” emerged in Europe during the nineteenth century their application on garments remained discrete up until the early twentieth century (Christensen 13-14; Moore and Reid 24). During the 1920s, the French companies Hermes and Coco Chanel were amongst the clothing manufacturers to pioneer this principle (Chaney; Icon).During the 1860s, Lincolnshire-born Charles Frederick Worth affixed gold stamped labels to the insides of his garments (Polan et al. 9; Press). Operating from Paris, the innovation was consistent with the introduction of trademark laws in France in 1857 (Lopes et al.). He would become known as the “Father of Haute Couture”, creating dresses for royalty and celebrities including Empress Eugene from Constantinople, French actress Sarah Bernhardt and Australian Opera Singer Nellie Melba (Lopes et al.; Krick). The clothing labels proved and ineffective deterrent to counterfeit, and by the 1890s the House of Worth implemented other measures to authenticate their products (Press). The legitimisation of the origin of a product is, arguably, the primary function of branding. This principle is also applicable to subjects. The prothesis of brands, as totemic symbols, assisted consumers to relocate themselves within a new system of population distribution (Levi-Strauss 166). It was one born of commerce as opposed to heraldry.Selling of Self: Conferring Identity from the Neolithic to Modern ErasIn his 1817 compendium on family crests, Deuchar elaborated on heraldry by writing:Ignoble birth was considered as a stain almost indelible… Illustrious parentage, on the other hand, constituted the very basis of honour: it communicated peculiar rights and privileges, to which the meaner born man might not aspire. (v-vi)The Twinings Logo (fig. 4) has remained unchanged since the design was commissioned by the grandson of the company founder Richard Twining in 1787 (Twining). In addition to reflecting the heritage of the family-owned company, the brand indicated the origin of the tea. This became pertinent during the nineteenth century. Plantations began to operate from Assam to Ceylon (Jones 267-269). Amidst the rampant diversification of tea sources in the Victorian era, concerns about the “unhygienic practices” of Chinese producers were proliferated (Wengrow 11). Subsequently, the brand also offered consumers assurance in quality. Fig. 4. The Twinings Logo reproduced from "History of Twinings." Twinings. 24 July 2019 <https://www.twinings.co.uk/about-twinings/history-of-twinings>.The term ‘brand’, adapted from the Norse “brandr”, was introduced into the English language during the sixteenth century (Starcevic 179). At its most literal, it translates as to “burn down” (Starcevic 179). Using hot elements to singe markings onto animals been recorded as early as 2700 BCE in Egypt (Starcevic 182). However, archaeologists concur that the modern principle of branding predates this practice. The implementation of carved seals or stamps to make indelible impressions of handcrafted objects dates back to Prehistoric Mesopotamia (Starcevic 183; Wengrow 13). Similar traditions developed during the Bronze Age in both China and the Indus Valley (Starcevic 185). In all three civilisations branding facilitated both commerce and aspects of Totemism. In the sixth millennium BCE in “Prehistoric” Mesopotamia, referred to as the Halaf period, stone seals were carved to emulate organic form such as animal teeth (Wengrow 13-14). They were used to safeguard objects by “confer[ring] part of the bearer’s personality” (Wengrow 14). They were concurrently applied to secure the contents of vessels containing “exotic goods” used in transactions (Wengrow 15). Worn as amulets (figs. 5 & 6) the seals, and the symbols they produced, were a physical extension of their owners (Wengrow 14).Fig. 5. Recreation of stamp seal amulets from Neolithic Mesopotamia during the sixth millennium BCE. Wengrow, David. "Prehistories of Commodity Branding." Current Anthropology 49.1 (2008): 14.Fig. 6. “Lot 25Y: Rare Syrian Steatite Amulet – Fertility God 5000 BCE.” The Salesroom. 27 July 2019 <https://www.the-saleroom.com/en-gb/auction-catalogues/artemis-gallery-ancient-art/catalogue-id-srartem10006/lot-a850d229-a303-4bae-b68c-a6130005c48a>. Fig. 7. Recreation of stamp seal designs from Mesopotamia from the late fifth to fourth millennium BCE. Wengrow, David. "Prehistories of Commodity Branding." Current Anthropology 49. 1 (2008): 16.In the following millennia, the seals would increase exponentially in application and aesthetic complexity (fig. 7) to support the development of household cum cottage industries (Wengrow 15). In addition to handcrafts, sealed vessels would transport consumables such as wine, aromatic oils and animal fats (Wengrow 18). The illustrations on the seals included depictions of rituals undertaken by human figures and/or allegories using animals. It can be ascertained that the transition in the Victorian Era from heraldry to commerce, from family to corporation, had precedence. By extension, consumers were able to participate in this process of value attribution using brands as signifiers. The principle remained prevalent during the modern and post-modern eras and can be respectively interpreted using structuralist and post-structuralist theory.Totemism to Simulacrum: The Evolution of Advertising from the Modern to Post-Modern Eras In 2011, Lisa Chaney wrote of the inception of the Coco Chanel logo (fig. 8) in her biography Chanel: An Intimate Life: A crucial element in the signature design of the Chanel No.5 bottle is the small black ‘C’ within a black circle set as the seal at the neck. On the top of the lid are two more ‘C’s, intertwined back to back… from at least 1924, the No5 bottles sported the unmistakable logo… these two ‘C’s referred to Gabrielle, – in other words Coco Chanel herself, and would become the logo for the House of Chanel. Chaney continued by describing Chanel’s fascination of totemic symbols as expressed through her use of tarot cards. She also “surrounded herself with objects ripe with meaning” such as representations of wheat and lions in reference prosperity and to her zodiac symbol ‘Leo’ respectively. Fig. 8. No5 Chanel Perfume, released in 1924, featured a seal-like logo attached to the bottle neck. “No5.” Chanel. 25 July 2019 <https://www.chanel.com/us/fragrance/p/120450/n5-parfum-grand-extrait/>.Fig. 9. This illustration of the bottle by Georges Goursat was published in a women’s magazine circa 1920s. “1921 Chanel No5.” Inside Chanel. 26 July 2019 <http://inside.chanel.com/en/timeline/1921_no5>; “La 4éme Fête de l’Histoire Samedi 16 et dimache 17 juin.” Ville de Perigueux. Musée d’art et d’archéologie du Périgord. 28 Mar. 2018. 26 July 2019 <https://www.perigueux-maap.fr/category/archives/page/5/>. This product was considered the “financial basis” of the Chanel “empire” which emerged during the second and third decades of the twentieth century (Tikkanen). Chanel is credited for revolutionising Haute Couture by introducing chic modern designs that emphasised “simplicity and comfort.” This was as opposed to the corseted highly embellished fashion that characterised the Victorian Era (Tikkanen). The lavish designs released by the House of Worth were, in and of themselves, “conspicuous” displays of “consumption” (Veblen 17). In contrast, the prestige and status associated with the “poor girl” look introduced by Chanel was invested in the story of the designer (Tikkanen). A primary example is her marinière or sailor’s blouse with a Breton stripe that epitomised her ascension from café singer to couturier (Tikkanen; Burstein 8). This signifier might have gone unobserved by less discerning consumers of fashion if it were not for branding. Not unlike the Prehistoric Mesopotamians, this iteration of branding is a process which “confer[s]” the “personality” of the designer into the garment (Wengrow 13 -14). The wearer of the garment is, in turn, is imbued by extension. Advertisers in the post-structuralist era embraced Levi-Strauss’s structuralist anthropological theories (Williamson 50). This is with particular reference to “bricolage” or the “preconditioning” of totemic symbols (Williamson 173; Pool 50). Subsequently, advertising creatives cum “bricoleur” employed his principles to imbue the brands with symbolic power. This symbolic capital was, arguably, transferable to the product and, ultimately, to its consumer (Williamson 173).Post-structuralist and semiotician Jean Baudrillard “exhaustively” critiqued brands and the advertising, or simulacrum, that embellished them between the late 1960s and early 1980s (Wengrow 10-11). In Simulacra and Simulation he wrote,it is the reflection of a profound reality; it masks and denatures a profound reality; it masks the absence of a profound reality; it has no relation to any reality whatsoever: it is its own pure simulacrum. (6)The symbolic power of the Chanel brand resonates in the ‘profound reality’ of her story. It is efficiently ‘denatured’ through becoming simplified, conspicuous and instantly recognisable. It is, as a logo, physically juxtaposed as simulacra onto apparel. This simulacrum, in turn, effects the ‘profound reality’ of the consumer. In 1899, economist Thorstein Veblen wrote in The Theory of the Leisure Class:Conspicuous consumption of valuable goods it the means of reputability to the gentleman of leisure… costly entertainments, such as potlatch or the ball, are peculiarly adapted to serve this end… he consumes vicariously for his host at the same time that he is witness to the consumption… he is also made to witness his host’s facility in etiquette. (47)Therefore, according to Veblen, it was the witnessing of “wasteful” consumption that “confers status” as opposed the primary conspicuous act (Han et al. 18). Despite television being in its experimental infancy advertising was at “the height of its powers” during the 1920s (Clark et al. 18; Hill 30). Post-World War I consumers, in America, experienced an unaccustomed level of prosperity and were unsuspecting of the motives of the newly formed advertising agencies (Clark et al. 18). Subsequently, the ‘witnessing’ of consumption could be constructed across a plethora of media from the newly emerged commercial radio to billboards (Hill viii–25). The resulting ‘status’ was ‘conferred’ onto brand logos. Women’s magazines, with a legacy dating back to 1828, were a primary locus (Hill 10).Belonging in a Post-Structuralist WorldIt is significant to note that, in a post-structuralist world, consumers do not exclusively seek upward mobility in their selection of brands. The establishment of counter-culture icon Levi-Strauss and Co. was concurrent to the emergence of both The House of Worth and Coco Chanel. The Bavarian-born Levi Strauss commenced selling apparel in San Francisco in 1853 (Levi’s). Two decades later, in partnership with Nevada born tailor Jacob Davis, he patented the “riveted-for-strength” workwear using blue denim (Levi’s). Although the ontology of ‘jeans’ is contested, references to “Jene Fustyan” date back the sixteenth century (Snyder 139). It involved the combining cotton, wool and linen to create “vestments” for Geonese sailors (Snyder 138). The Two Horse Logo (fig. 10), depicting them unable to pull apart a pair of jeans to symbolise strength, has been in continuous use by Levi Strauss & Co. company since its design in 1886 (Levi’s). Fig. 10. The Two Horse Logo by Levi Strauss & Co. has been in continuous use since 1886. Staff Unzipped. "Two Horses. One Message." Heritage. Levi Strauss & Co. 1 July 2011. 25 July 2019 <https://www.levistrauss.com/2011/07/01/two-horses-many-versions-one-message/>.The “rugged wear” would become the favoured apparel amongst miners at American Gold Rush (Muthu 6). Subsequently, between the 1930s – 1960s Hollywood films cultivated jeans as a symbol of “defiance” from Stage Coach staring John Wayne in 1939 to Rebel without A Cause staring James Dean in 1955 (Muthu 6; Edgar). Consequently, during the 1960s college students protesting in America (fig. 11) against the draft chose the attire to symbolise their solidarity with the working class (Hedarty). Notwithstanding a 1990s fashion revision of denim into a diversity of garments ranging from jackets to skirts, jeans have remained a wardrobe mainstay for the past half century (Hedarty; Muthu 10). Fig. 11. Although the brand label is not visible, jeans as initially introduced to the American Goldfields in the nineteenth century by Levi Strauss & Co. were cultivated as a symbol of defiance from the 1930s – 1960s. It documents an anti-war protest that occurred at the Pentagon in 1967. Cox, Savannah. "The Anti-Vietnam War Movement." ATI. 14 Dec. 2016. 16 July 2019 <https://allthatsinteresting.com/vietnam-war-protests#7>.In 2003, the journal Science published an article “Does Rejection Hurt? An Fmri Study of Social Exclusion” (Eisenberger et al.). The cross-institutional study demonstrated that the neurological reaction to rejection is indistinguishable to physical pain. Whereas during the 1940s Maslow classified the desire for “belonging” as secondary to “physiological needs,” early twenty-first century psychologists would suggest “[social] acceptance is a mechanism for survival” (Weir 50). In Simulacra and Simulation, Jean Baudrillard wrote: Today abstraction is no longer that of the map, the double, the mirror or the concept. Simulation is no longer that of a territory, a referential being or a substance. It is the generation by models of a real without origin or reality: a hyperreal… (1)In the intervening thirty-eight years since this document was published the artifice of our interactions has increased exponentially. In order to locate ‘belongness’ in this hyperreality, the identities of the seekers require a level of encoding. Brands, as signifiers, provide a vehicle.Whereas in Prehistoric Mesopotamia carved seals, worn as amulets, were used to extend the identity of a person, in post-digital China WeChat QR codes (fig. 12), stored in mobile phones, are used to facilitate transactions from exchanging contact details to commerce. Like other totems, they provide access to information such as locations, preferences, beliefs, marital status and financial circumstances. These individualised brands are the most recent incarnation of a technology that has developed over the past eight thousand years. The intermediary iteration, emblems affixed to garments, has remained prevalent since the twelfth century. Their continued salience is due to their visibility and, subsequent, accessibility as signifiers. Fig. 12. It may be posited that Wechat QR codes are a form individualised branding. Like other totems, they store information pertaining to the owner’s location, beliefs, preferences, marital status and financial circumstances. “Join Wechat groups using QR code on 2019.” Techwebsites. 26 July 2019 <https://techwebsites.net/join-wechat-group-qr-code/>.Fig. 13. Brands function effectively as signifiers is due to the international distribution of multinational corporations. This is the shopfront of Chanel in Dubai, which offers customers apparel bearing consistent insignia as the Parisian outlet at on Rue Cambon. Customers of Chanel can signify to each other with the confidence that their products will be recognised. “Chanel.” The Dubai Mall. 26 July 2019 <https://thedubaimall.com/en/shop/chanel>.Navigating a post-structuralist world of increasing mobility necessitates a rudimental understanding of these symbols. Whereas in the nineteenth century status was conveyed through consumption and witnessing consumption, from the twentieth century onwards the garnering of brands made this transaction immediate (Veblen 47; Han et al. 18). The bricolage of the brands is constructed by bricoleurs working in any number of contemporary creative fields such as advertising, filmmaking or song writing. They provide a system by which individuals can convey and recognise identities at prima facie. They enable the prosthesis of identity.ReferencesBaudrillard, Jean. Simulacra and Simulation. Trans. Sheila Faria Glaser. United States: University of Michigan Press, 1994.Burstein, Jessica. Cold Modernism: Literature, Fashion, Art. United States: Pennsylvania State University Press, 2012.Chaney, Lisa. Chanel: An Intimate Life. United Kingdom: Penguin Books Limited, 2011.Christensen, J.A. Cut-Art: An Introduction to Chung-Hua and Kiri-E. New York: Watson-Guptill Publications, 1989. Clark, Eddie M., Timothy C. Brock, David E. Stewart, David W. Stewart. Attention, Attitude, and Affect in Response to Advertising. United Kingdom: Taylor & Francis Group, 1994.Deuchar, Alexander. British Crests: Containing the Crests and Mottos of the Families of Great Britain and Ireland Together with Those of the Principal Cities – Primary So. London: Kirkwood & Sons, 1817.Ebert, Robert. “Great Movie: Stage Coach.” Robert Ebert.com. 1 Aug. 2011. 10 Mar. 2019 <https://www.rogerebert.com/reviews/great-movie-stagecoach-1939>.Elven, John Peter. The Book of Family Crests: Comprising Nearly Every Family Bearing, Properly Blazoned and Explained, Accompanied by Upwards of Four Thousand Engravings. London: Henry Washbourne, 1847.Eisenberger, Naomi I., Matthew D. Lieberman, and Kipling D. Williams. "Does Rejection Hurt? An Fmri Study of Social Exclusion." Science 302.5643 (2003): 290-92.Family Crests of Japan. California: Stone Bridge Press, 2007.Gombrich, Ernst. "The Visual Image: Its Place in Communication." Scientific American 272 (1972): 82-96.Hedarty, Stephanie. "How Jeans Conquered the World." BBC World Service. 28 Feb. 2012. 26 July 2019 <https://www.bbc.com/news/magazine-17101768>. Han, Young Jee, Joseph C. Nunes, and Xavier Drèze. "Signaling Status with Luxury Goods: The Role of Brand Prominence." Journal of Marketing 74.4 (2010): 15-30.Hill, Daniel Delis. Advertising to the American Woman, 1900-1999. United States of Ame: Ohio State University Press, 2002."History of Twinings." Twinings. 24 July 2019 <https://www.twinings.co.uk/about-twinings/history-of-twinings>. icon-icon: Telling You More about Icons. 18 Dec. 2016. 26 July 2019 <http://www.icon-icon.com/en/hermes-logo-the-horse-drawn-carriage/>. Jones, Geoffrey. Merchants to Multinationals: British Trading Companies in the 19th and 20th Centuries. Oxford: Oxford UP, 2002.Kamon (Japanese Family Crests): Ancient Key to Samurai Culture." Goin' Japaneque! 15 Nov. 2015. 27 July 2019 <http://goinjapanesque.com/05983/>. Krick, Jessa. "Charles Frederick Worth (1825-1895) and the House of Worth." Heilburnn Timeline of Art History. The Met. Oct. 2004. 23 July 2019 <https://www.metmuseum.org/toah/hd/wrth/hd_wrth.htm>. Levi’s. "About Levis Strauss & Co." 25 July 2019 <https://www.levis.com.au/about-us.html>. Lévi-Strauss, Claude. Totemism. London: Penguin, 1969.Lopes, Teresa de Silva, and Paul Duguid. Trademarks, Brands, and Competitiveness. Abingdon: Routledge, 2010.Maslow, Abraham. "A Theory of Human Motivation." British Journal of Psychiatry 208.4 (1942): 313-13.Moore, Karl, and Susan Reid. "The Birth of Brand: 4000 Years of Branding History." Business History 4.4 (2008).Muthu, Subramanian Senthikannan. Sustainability in Denim. Cambridge Woodhead Publishing, 2017.Polan, Brenda, and Roger Tredre. The Great Fashion Designers. Oxford: Bloomsbury Publishing, 2009.Pool, Roger C. Introduction. Totemism. New ed. Harmondsworth: Penguin, 1969.Press, Claire. Wardrobe Crisis: How We Went from Sunday Best to Fast Fashion. Melbourne: Schwartz Publishing, 2016.Sale, K. Rebels against the Future: The Luddites and Their War on the Industrial Revolution: Lessons for the Computer Age. Massachusetts: Addison-Wesley, 1996.Snow, C.P. The Two Cultures and the Scientific Revolution. Cambridge: Cambridge University Press, 1959. Snyder, Rachel Louise. Fugitive Denim: A Moving Story of People and Pants in the Borderless World of Global Trade. New York: W.W. Norton, 2008.Starcevic, Sladjana. "The Origin and Historical Development of Branding and Advertising in the Old Civilizations of Africa, Asia and Europe." Marketing 46.3 (2015): 179-96.Tikkanen, Amy. "Coco Chanel." Encyclopaedia Britannica. 19 Apr. 2019. 25 July 2019 <https://www.britannica.com/biography/Coco-Chanel>.Veblen, Thorstein. The Theory of the Leisure Class: An Economic Study in the Evolution of Institutions. London: Macmillan, 1975.Weir, Kirsten. "The Pain of Social Rejection." American Psychological Association 43.4 (2012): 50.Williamson, Judith. Decoding Advertisements: Ideology and Meaning in Advertising. Ideas in Progress. London: Boyars, 1978.

For the past twenty years, academics and other social commentators have, by and large, shared the view that the phase of modernity through which we are currently passing is defined by two interrelated catalysts of change: the physical movement of people and the virtual movement of information around the globe. As we enter the second decade of the new millennium, it is certainly a timely moment to reflect upon the ways in which the prognoses of the scholars and scientists writing in the late twentieth century have come to pass, especially since—during the time this special issue has been in press—the revolutions that are gathering pace in the Arab world appear to be realising the theoretical prediction that the ever-increasing “flows” of people and information would ultimately bring about the end of the nation-state and herald an era of transnationalism (Appadurai, Urry). For writers like Arjun Appadurai, moreover, the concept of diaspora was key to grasping how this new world order would take shape, and how it would operate: Diasporic public spheres, diverse amongst themselves, are the crucibles of a postnational political order. The engines of their discourse are mass media (both interactive and expressive) and the movement of refugees, activists, students, laborers. It may be that the emergent postnational order proves not to be a system of homogeneous units (as with the current system of nation-states) but a system based on relations between heterogeneous units (some social movements, some interest groups, some professional bodies, some non-governmental organizations, some armed constabularies, some judicial bodies) ... In the short run, as we can see already, it is likely to be a world of increased incivility and violence. In the longer run, free from the constraints of the nation form, we may find that cultural freedom and sustainable justice in the world do not presuppose the uniform and general existence of the nation-state. This unsettling possibility could be the most exciting dividend of living in modernity at large. (23) In this editorial, we would like to return to the “here and now” of the late 1990s in which theorists like Arjun Appaduri, Ulrich Beck, John Urry, Zygmunt Bauman, Robert Robertson and others were “imagining” the consequences of both globalisation and glocalisation for the twenty-first century in order that we may better assess what is, indeed, coming to pass. While most of their prognoses for this “second modernity” have proven remarkably accurate, it is their—self-confessed—inability to forecast either the nature or the extent of the digital revolution that most vividly captures the distance between the mid-1990s and now; and it is precisely the consequences of this extraordinary technological revolution on the twin concepts of “glocality” and “diaspora” that the research featured in this special issue seeks to capture. Glocal Imaginaries Appadurai’s endeavours to show how globalisation was rapidly making itself felt as a “structure of feeling” (Williams in Appadurai 189) as well as a material “fact” was also implicit in our conceptualisation of the conference, “Glocal Imaginaries: Writing/Migration/Place,” which gave rise to this special issue. This conference, which was the culmination of the AHRC-funded project “Moving Manchester: Literature/Migration/Place (2006-10)”, constituted a unique opportunity to gain an international, cross-disciplinary perspective on urgent and topical debates concerning mobility and migration in the early twenty-first century and the strand “Networked Diasporas” was one of the best represented on the program. Attracting papers on broadcast media as well as the new digital technologies, the strand was strikingly international in terms of the speakers’ countries of origin, as is this special issue which brings together research from six European countries, Australia and the Indian subcontinent. The “case-studies” represented in these articles may therefore be seen to constitute something of a “state-of-the-art” snapshot of how Appadurai’s “glocal imaginary” is being lived out across the globe in the early years of the twenty-first century. In this respect, the collection proves that his hunch with regards to the signal importance of the “mass-media” in redefining our spatial and temporal coordinates of being and belonging was correct: The third and final factor to be addressed here is the role of the mass-media, especially in its electronic forms, in creating new sorts of disjuncture between spatial and virtual neighborhoods. This disjuncture has both utopian and dystopian potentials, and there is no easy way to tell how these may play themselves out in the future of the production of locality. (194) The articles collected here certainly do serve as testament to the “bewildering plethora of changes in ... media environments” (195) that Appadurai envisaged, and yet it can clearly also be argued that this agent of glocalisation has not yet brought about the demise of the nation-state in the way (or at the speed) that many commentators predicted. Digital Diasporas in a Transnational World Reviewing the work of the leading social science theorists working in the field during the late 1990s, it quickly becomes evident that: (a) the belief that globalisation presented a threat to the nation-state was widely held; and (b) that the “jury” was undecided as to whether this would prove a good or bad thing in the years to come. While the commentators concerned did their best to complexify both their analysis of the present and their view of the future, it is interesting to observe, in retrospect, how the rhetoric of both utopia and dystopia invaded their discourse in almost equal measure. We have already seen how Appadurai, in his 1996 publication, Modernity at Large, looks beyond the “increased incivility and violence” of the “short term” to a world “free from the constraints of the nation form,” while Roger Bromley, following Agamben and Deleuze as well as Appadurai, typifies a generation of literary and cultural critics who have paid tribute to the way in which the arts (and, in particular, storytelling) have enabled subjects to break free from their national (af)filiations (Pearce, Devolving 17) and discover new “de-territorialised” (Deleuze and Guattari) modes of being and belonging. Alongside this “hope,” however, the forces and agents of globalisation were also regarded with a good deal of suspicion and fear, as is evidenced in Ulrich Beck’s What is Globalization? In his overview of the theorists who were then perceived to be leading the debate, Beck draws distinctions between what was perceived to be the “engine” of globalisation (31), but is clearly most exercised by the manner in which the transformation has taken shape: Without a revolution, without even any change in laws or constitutions, an attack has been launched “in the normal course of business”, as it were, upon the material lifelines of modern national societies. First, the transnational corporations are to export jobs to parts of the world where labour costs and workplace obligations are lowest. Second, the computer-generation of worldwide proximity enables them to break down and disperse goods and services, and produce them through a division of labour in different parts of the world, so that national and corporate labels inevitably become illusory. (3; italics in the original) Beck’s concern is clearly that all these changes have taken place without the nation-states of the world being directly involved in any way: transnational corporations began to take advantage of the new “mobility” available to them without having to secure the agreement of any government (“Companies can produce in one country, pay taxes in another and demand state infrastructural spending in yet another”; 4-5); the export of the labour market through the use of digital communications (stereotypically, call centres in India) was similarly unregulated; and the world economy, as a consequence, was in the process of becoming detached from the processes of either production or consumption (“capitalism without labour”; 5-7). Vis-à-vis the dystopian endgame of this effective “bypassing” of the nation-state, Beck is especially troubled about the fate of the human rights legislation that nation-states around the world have developed, with immense effort and over time (e.g. employment law, trade unions, universal welfare provision) and cites Zygmunt Bauman’s caution that globalisation will, at worst, result in widespread “global wealth” and “local poverty” (31). Further, he ends his book with a fully apocalyptic vision, “the Brazilianization of Europe” (161-3), which unapologetically calls upon the conventions of science fiction to imagine a worst-case scenario for a Europe without nations. While fourteen or fifteen years is evidently not enough time to put Beck’s prognosis to the test, most readers would probably agree that we are still some way away from such a Europe. Although the material wealth and presence of the transnational corporations strikes a chord, especially if we include the world banks and finance organisations in their number, the financial crisis that has rocked the world for the past three years, along with the wars in Iraq and Afghanistan, and the ascendancy of Al-Qaida (all things yet to happen when Beck was writing in 1997), has arguably resulted in the nations of Europe reinforcing their (respective and collective) legal, fiscal, and political might through rigorous new policing of their physical borders and regulation of their citizens through “austerity measures” of an order not seen since World War Two. In other words, while the processes of globalisation have clearly been instrumental in creating the financial crisis that Europe is presently grappling with and does, indeed, expose the extent to which the world economy now operates outside the control of the nation-state, the nation-state still exists very palpably for all its citizens (whether permanent or migrant) as an agent of control, welfare, and social justice. This may, indeed, cause us to conclude that Bauman’s vision of a world in which globalisation would make itself felt very differently for some groups than others came closest to what is taking shape: true, the transnationals have seized significant political and economic power from the nation-state, but this has not meant the end of the nation-state; rather, the change is being experienced as a re-trenching of whatever power the nation-state still has (and this, of course, is considerable) over its citizens in their “local”, everyday lives (Bauman 55). If we now turn to the portrait of Europe painted by the articles that constitute this special issue, we see further evidence of transglobal processes and practices operating in a realm oblivious to local (including national) concerns. While our authors are generally more concerned with the flows of information and “identity” than business or finance (Appaduri’s “ethnoscapes,” “technoscapes,” and “ideoscapes”: 33-7), there is the same impression that this “circulation” (Latour) is effectively bypassing the state at one level (the virtual), whilst remaining very materially bound by it at another. In other words, and following Bauman, we would suggest that it is quite possible for contemporary subjects to be both the agents and subjects of globalisation: a paradox that, as we shall go on to demonstrate, is given particularly vivid expression in the case of diasporic and/or migrant peoples who may be able to bypass the state in the manufacture of their “virtual” identities/communities) but who (Cohen) remain very much its subjects (or, indeed, “non-subjects”) when attempting movement in the material realm. Two of the articles in the collection (Leurs & Ponzanesi and Marcheva) deal directly with the exponential growth of “digital diasporas” (sometimes referred to as “e-diasporas”) since the inception of Facebook in 2004, and both provide specific illustrations of the way in which the nation-state both has, and has not, been transcended. First, it quickly becomes clear that for the (largely) “youthful” (Leurs & Ponzanesi) participants of nationally inscribed networking sites (e.g. “discovernikkei” (Japan), “Hyves” (Netherlands), “Bulgarians in the UK” (Bulgaria)), shared national identity is a means and not an end. In other words, although the participants of these sites might share in and actively produce a fond and nostalgic image of their “homeland” (Marcheva), they are rarely concerned with it as a material or political entity and an expression of their national identities is rapidly supplemented by the sharing of other (global) identity markers. Leurs & Ponzanesi invoke Deleuze and Guattari’s concept of the “rhizome” to describe the way in which social networkers “weave” a “rhizomatic path” to identity, gradually accumulating a hybrid set of affiliations. Indeed, the extent to which the “nation” disappears on such sites can be remarkable as was also observed in our investigation of the digital storytelling site, “Capture Wales” (BBC) (Pearce, "Writing"). Although this BBC site was set up to capture the voices of the Welsh nation in the early twenty-first century through a collection of (largely) autobiographical stories, very few of the participants mention either Wales or their “Welshness” in the stories that they tell. Further, where the “home” nation is (re)imagined, it is generally in an idealised, or highly personalised, form (e.g. stories about one’s own family) or through a sharing of (perceived and actual) cultural idiosyncrasies (Marcheva on “You know you’re a Bulgarian when …”) rather than an engagement with the nation-state per se. As Leurs & Ponzanesi observe: “We can see how the importance of the nation-state gets obscured as diasporic youth, through cultural hybridisation of youth culture and ethnic ties initiate subcultures and offer resistance to mainstream cultural forms.” Both the articles just discussed also note the shading of the “national” into the “transnational” on the social networking sites they discuss, and “transnationalism”—in the sense of many different nations and their diasporas being united through a common interest or cause—is also a focus of Pikner’s article on “collective actions” in Europe (notably, “EuroMayDay” and “My Estonia”) and Harb’s highly topical account of the role of both broadcast media (principally, Al-Jazeera) and social media in the revolutions and uprisings currently sweeping through the Arab world (spring 2011). On this point, it should be noted that Harb identifies this as the moment when Facebook’s erstwhile predominantly social function was displaced by a manifestly political one. From this we must conclude that both transnationalism and social media sites can be put to very different ends: while young people in relatively privileged democratic countries might embrace transnationalism as an expression of their desire to “rise above” national politics, the youth of the Arab world have engaged it as a means of generating solidarity for nationalist insurgency and liberation. Another instance of “g/local” digital solidarity exceeding national borders is to be found in Johanna Sumiala’s article on the circulatory power of the Internet in the Kauhajoki school shooting which took place Finland in 2008. As well as using the Internet to “stage manage” his rampage, the Kauhajoki shooter (whose name the author chose to withhold for ethical reasons) was subsequently found to have been a member of numerous Web-based “hate groups”, many of them originating in the United States and, as a consequence, may be understood to have committed his crime on behalf of a transnational community: what Sumiala has defined as a “networked community of destruction.” It must also be noted, however, that the school shootings were experienced as a very local tragedy in Finland itself and, although the shooter may have been psychically located in a transnational hyper-reality when he undertook the killings, it is his nation-state that has had to deal with the trauma and shame in the long term. Woodward and Brown & Rutherford, meanwhile, show that it remains the tendency of public broadcast media to uphold the raison d’être of the nation-state at the same time as embracing change. Woodward’s feature article (which reports on the AHRC-sponsored “Tuning In” project which has researched the BBC World Service) shows how the representation of national and diasporic “voices” from around the world, either in opposition to or in dialogue with the BBC’s own reporting, is key to the way in which the Commission has changed and modernised in recent times; however, she is also clear that many of the objectives that defined the service in its early days—such as its commitment to a distinctly “English” brand of education—still remain. Similarly, Brown & Rutherford’s article on the innovative Australian ABC children’s television series, My Place (which has combined traditional broadcasting with online, interactive websites) may be seen to be positively promoting the Australian nation by making visible its commitment to multiculturalism. Both articles nevertheless reveal the extent to which these public service broadcasters have recognised the need to respond to their nations’ changing demographics and, in particular, the fact that “diaspora” is a concept that refers not only to their English and Australian audiences abroad but also to their now manifestly multicultural audiences at home. When it comes to commercial satellite television, however, the relationship between broadcasting and national and global politics is rather harder to pin down. Subramanian exposes a complex interplay of national and global interests through her analysis of the Malayalee “reality television” series, Idea Star Singer. Exported globally to the Indian diaspora, the show is shamelessly exploitative in the way in which it combines residual and emergent ideologies (i.e. nostalgia for a traditional Keralayan way of life vs aspirational “western lifestyles”) in pursuit of its (massive) audience ratings. Further, while the ISS series is ostensibly a g/local phenomenon (the export of Kerala to the rest of the world rather than “India” per se), Subramanian passionately laments all the progressive national initiatives (most notably, the campaign for “women’s rights”) that the show is happy to ignore: an illustration of one of the negative consequences of globalisation predicted by Beck (31) noted at the start of this editorial. Harb, meanwhile, reflects upon a rather different set of political concerns with regards to commercial satellite broadcasting in her account of the role of Al-Jazeera and Al Arabiya in the recent (2011) Arab revolutions. Despite Al-Jazeera’s reputation for “two-sided” news coverage, recent events have exposed its complicity with the Qatari government; further, the uprisings have revealed the speed with which social media—in particular Facebook and Twitter—are replacing broadcast media. It is now possible for “the people” to bypass both governments and news corporations (public and private) in relaying the news. Taken together, then, what our articles would seem to indicate is that, while the power of the nation-state has notionally been transcended via a range of new networking practices, this has yet to undermine its material power in any guaranteed way (witness recent counter-insurgencies in Libya, Bahrain, and Syria).True, the Internet may be used to facilitate transnational “actions” against the nation-state (individual or collective) through a variety of non-violent or violent actions, but nation-states around the world, and especially in Western Europe, are currently wielding immense power over their subjects through aggressive “austerity measures” which have the capacity to severely compromise the freedom and agency of the citizens concerned through widespread unemployment and cuts in social welfare provision. This said, several of our articles provide evidence that Appadurai’s more utopian prognoses are also taking shape. Alongside the troubling possibility that globalisation, and the technologies that support it, is effectively eroding “difference” (be this national or individual), there are the ever-increasing (and widely reported) instances of how digital technology is actively supporting local communities and actions around the world in ways that bypass the state. These range from the relatively modest collective action, “My Estonia”, featured in Pikner’s article, to the ways in which the Libyan diaspora in Manchester have made use of social media to publicise and support public protests in Tripoli (Harb). In other words, there is compelling material evidence that the heterogeneity that Appadurai predicted and hoped for has come to pass through the people’s active participation in (and partial ownership of) media practices. Citizens are now able to “interfere” in the representation of their lives as never before and, through the digital revolution, communicate with one another in ways that circumvent state-controlled broadcasting. We are therefore pleased to present the articles that follow as a lively, interdisciplinary and international “state-of-the-art” commentary on how the ongoing revolution in media and communication is responding to, and bringing into being, the processes and practices of globalisation predicted by Appadurai, Beck, Bauman, and others in the 1990s. The articles also speak to the changing nature of the world’s “diasporas” during this fifteen year time frame (1996-2011) and, we trust, will activate further debate (following Cohen) on the conceptual tensions that now manifestly exist between “virtual” and “material” diasporas and also between the “transnational” diasporas whose objective is to transcend the nation-state altogether and those that deploy social media for specifically local or national/ist ends. Acknowledgements With thanks to the Arts and Humanities Research Council (UK) for their generous funding of the “Moving Manchester” project (2006-10). Special thanks to Dr Kate Horsley (Lancaster University) for her invaluable assistance as ‘Web Editor’ in the production of this special issue (we could not have managed without you!) and also to Gail Ferguson (our copy-editor) for her expertise in the preparation of the final typescript. References Appadurai, Arjun. Modernity at Large: Cultural Dimensions of Globalisation. Minneapolis: U of Minnesota P, 1996. Bauman, Zygmunt. Globalization. Cambridge: Polity, 1998. Beck, Ulrich. What is Globalization? Trans. Patrick Camiller. Cambridge: Polity, 2000 (1997). Bromley, Roger. Narratives for a New Belonging: Diasporic Cultural Fictions. Edinburgh: Edinburgh UP, 2000. Cohen, Robin. Global Diasporas. 2nd ed. London and New York: Routledge, 2008. Deleuze, Gilles, and Felix Guattari. A Thousand Plateaus: Capitalism and Schizophrenia. Trans. Brian Massumi. Minneapolis: U of Minnesota P, 1987. Latour, Bruno. Reassembling the Social: An Introduction to Actor-Network Theory. Oxford: Oxford UP, 1995. Pearce, Lynne, ed. Devolving Identities: Feminist Readings in Home and Belonging. London: Ashgate, 2000. Pearce, Lynne. “‘Writing’ and ‘Region’ in the Twenty-First Century: Epistemological Reflections on Regionally Located Art and Literature in the Wake of the Digital Revolution.” European Journal of Cultural Studies 13.1 (2010): 27-41. Robertson, Robert. Globalization: Social Theory and Global Culture. London: Sage, 1992. Urry, John. Sociology beyond Societies. London: Routledge, 1999. Williams, Raymond. Dream Worlds: Mass Consumption in Late Nineteenth-Century France. Berkeley: U of California P, 1982.

Background “The sense of taste,” write Nelson and colleagues in a 2002 issue of Nature, “provides animals with valuable information about the nature and quality of food. Mammals can recognize and respond to a diverse repertoire of chemical entities, including sugars, salts, acids and a wide range of toxic substances” (199). The authors go on to argue that several amino acids—the building blocks of proteins—taste delicious to humans and that “having a taste pathway dedicated to their detection probably had significant evolutionary implications”. They imply, but do not specify, that the evolutionary implications are positive. This may be the case with some amino acids, but contemporary tastes, and changes in them, are far from universally beneficial. Indeed, this article argues that modern food production shapes and distorts human taste with significant implications for health and wellbeing. Take the western taste for fried chipped potatoes, for example. According to Schlosser in Fast Food Nation, “In 1960, the typical American ate eighty-one pounds of fresh potatoes and about four pounds of frozen french fries. Today [2002] the typical American eats about forty-nine pounds of fresh potatoes every year—and more than thirty pounds of frozen french fries” (115). Nine-tenths of these chips are consumed in fast food restaurants which use mass-manufactured potato-based frozen products to provide this major “foodservice item” more quickly and cheaply than the equivalent dish prepared from raw ingredients. These choices, informed by human taste buds, have negative evolutionary implications, as does the apparently long-lasting consumer preference for fried goods cooked in trans-fats. “Numerous foods acquire their elastic properties (i.e., snap, mouth-feel, and hardness) from the colloidal fat crystal network comprised primarily of trans- and saturated fats. These hardstock fats contribute, along with numerous other factors, to the global epidemics related to metabolic syndrome and cardiovascular disease,” argues Michael A. Rogers (747). Policy makers and public health organisations continue to compare notes internationally about the best ways in which to persuade manufacturers and fast food purveyors to reduce the use of these trans-fats in their products (L’Abbé et al.), however, most manufacturers resist. Hank Cardello, a former fast food executive, argues that “many products are designed for ‘high hedonic value’, with carefully balanced combinations of salt, sugar and fat that, experience has shown, induce people to eat more” (quoted, Trivedi 41). Fortunately for the manufactured food industry, salt and sugar also help to preserve food, effectively prolonging the shelf life of pre-prepared and packaged goods. Physiological Factors As Glanz et al. discovered when surveying 2,967 adult Americans, “taste is the most important influence on their food choices, followed by cost” (1118). A person’s taste is to some extent an individual response to food stimuli, but the tongue’s taste buds respond to five basic categories of food: salty, sweet, sour, bitter, and umami. ‘Umami’ is a Japanese word indicating “delicious savoury taste” (Coughlan 11) and it is triggered by the amino acid glutamate. Japanese professor Kikunae Ikeda identified glutamate while investigating the taste of a particular seaweed which he believed was neither sweet, sour, bitter, or salty. When Ikeda combined the glutamate taste essence with sodium he formed the food additive sodium glutamate, which was patented in 1908 and subsequently went into commercial production (Japan Patent Office). Although individual, a person’s taste preferences are by no means fixed. There is ample evidence that people’s tastes are being distorted by modern food marketing practices that process foods to make them increasingly appealing to the average palate. In particular, this industrialisation of food promotes the growth of a snack market driven by salty and sugary foods, popularly constructed as posing a threat to health and wellbeing. “[E]xpanding waistlines [are] fuelled by a boom in fast food and a decline in physical activity” writes Stark, who reports upon the 2008 launch of a study into Australia’s future ‘fat bomb’. As Deborah Lupton notes, such reports were a particular feature of the mid 2000s when: intense concern about the ‘obesity epidemic’ intensified and peaked. Time magazine named 2004 ‘The Year of Obesity’. That year the World Health Organization’s Global Strategy on Diet, Physical Activity and Health was released and the [US] Centers for Disease Control predicted that a poor diet and lack of exercise would soon claim more lives than tobacco-related disease in the United States. (4) The American Heart Association recommends eating no more than 1500mg of salt per day (Hamzelou 11) but salt consumption in the USA averages more than twice this quantity, at 3500mg per day (Bernstein and Willett 1178). In the UK, a sustained campaign and public health-driven engagement with food manufacturers by CASH—Consensus Action on Salt and Health—resulted in a reduction of between 30 and 40 percent of added salt in processed foods between 2001 and 2011, with a knock-on 15 percent decline in the UK population’s salt intake overall. This is the largest reduction achieved by any developed nation (Brinsden et al.). “According to the [UK’s] National Institute for Health and Care Excellence (NICE), this will have reduced [UK] stroke and heart attack deaths by a minimum of 9,000 per year, with a saving in health care costs of at least £1.5bn a year” (MacGregor and Pombo). Whereas there has been some success over the past decade in reducing the amount of salt consumed, in the Western world the consumption of sugar continues to rise, as a graph cited in the New Scientist indicates (O’Callaghan). Regular warnings that sugar is associated with a range of health threats and delivers empty calories devoid of nutrition have failed to halt the increase in sugar consumption. Further, although some sugar is a natural product, processed foods tend to use a form invented in 1957: high-fructose corn syrup (HFCS). “HFCS is a gloopy solution of glucose and fructose” writes O’Callaghan, adding that it is “as sweet as table sugar but has typically been about 30% cheaper”. She cites Serge Ahmed, a French neuroscientist, as arguing that in a world of food sufficiency people do not need to consume more, so they need to be enticed to overeat by making food more pleasurable. Ahmed was part of a team that ran an experiment with cocaine-addicted rats, offering them a mutually exclusive choice between highly-sweetened water and cocaine: Our findings clearly indicate that intense sweetness can surpass cocaine reward, even in drug-sensitized and -addicted individuals. We speculate that the addictive potential of intense sweetness results from an inborn hypersensitivity to sweet tastants. In most mammals, including rats and humans, sweet receptors evolved in ancestral environments poor in sugars and are thus not adapted to high concentrations of sweet tastants. The supranormal stimulation of these receptors by sugar-rich diets, such as those now widely available in modern societies, would generate a supranormal reward signal in the brain, with the potential to override self-control mechanisms and thus lead to addiction. (Lenoir et al.) The Tongue and the Brain One of the implications of this research about the mammalian desire for sugar is that our taste for food is about more than how these foods actually taste in the mouth on our tongues. It is also about the neural response to the food we eat. The taste of French fries thus also includes that “snap, mouth-feel, and hardness” and the “colloidal fat crystal network” (Rogers, “Novel Structuring” 747). While there is no taste receptor for fats, these nutrients have important effects upon the brain. Wang et al. offered rats a highly fatty, but palatable, diet and allowed them to eat freely. 33 percent of the calories in the food were delivered via fat, compared with 21 percent in a normal diet. The animals almost doubled their usual calorific intake, both because the food had a 37 percent increased calorific content and also because the rats ate 47 percent more than was standard (2786). The research team discovered that in as little as three days the rats “had already lost almost all of their ability to respond to leptin” (Martindale 27). Leptin is a hormone that acts on the brain to communicate feelings of fullness, and is thus important in assisting animals to maintain a healthy body weight. The rats had also become insulin resistant. “Severe resistance to the metabolic effects of both leptin and insulin ensued after just 3 days of overfeeding” (Wang et al. 2786). Fast food restaurants typically offer highly palatable, high fat, high sugar, high salt, calorific foods which can deliver 130 percent of a day’s recommended fat intake, and almost a day’s worth of an adult man’s calories, in one meal. The impacts of maintaining such a diet over a comparatively short time-frame have been recorded in documentaries such as Super Size Me (Spurlock). The after effects of what we widely call “junk food” are also evident in rat studies. Neuroscientist Paul Kenny, who like Ahmed was investigating possible similarities between food- and cocaine-addicted rats, allowed his animals unlimited access to both rat ‘junk food’ and healthy food for rats. He then changed their diets. “The rats with unlimited access to junk food essentially went on a hunger strike. ‘It was as if they had become averse to healthy food’, says Kenny. It took two weeks before the animals began eating as much [healthy food] as those in the control group” (quoted, Trivedi 40). Developing a taste for certain food is consequently about much more than how they taste in the mouth; it constitutes an individual’s response to a mixture of taste, hormonal reactions and physiological changes. Choosing Health Glanz et al. conclude their study by commenting that “campaigns attempting to change people’s perception of the importance of nutrition will be interpreted in terms of existing values and beliefs. A more promising strategy might be to stress the good taste of healthful foods” (1126). Interestingly, this is the strategy already adopted by some health-focused cookbooks. I have 66 cookery books in my kitchen. None of ten books sampled from the five spaces in which these books are kept had ‘taste’ as an index entry, but three books had ‘taste’ in their titles: The Higher Taste, Taste of Life, and The Taste of Health. All three books seek to promote healthy eating, and they all date from the mid-1980s. It might be that taste is not mentioned in cookbook indexes because it is a sine qua non: a focus upon taste is so necessary and fundamental to a cookbook that it goes without saying. Yet, as the physiological evidence makes clear, what we find palatable is highly mutable, varying between people, and capable of changing significantly in comparatively short periods of time. The good news from the research studies is that the changes wrought by high salt, high sugar, high fat diets need not be permanent. Luciano Rossetti, one of the authors on Wang et al’s paper, told Martindale that the physiological changes are reversible, but added a note of caution: “the fatter a person becomes the more resistant they will be to the effects of leptin and the harder it is to reverse those effects” (27). Morgan Spurlock’s experience also indicates this. In his case it took the actor/director 14 months to lose the 11.1 kg (13 percent of his body mass) that he gained in the 30 days of his fast-food-only experiment. Trivedi was more fortunate, stating that, “After two weeks of going cold turkey, I can report I have successfully kicked my ice cream habit” (41). A reader’s letter in response to Trivedi’s article echoes this observation. She writes that “the best way to stop the craving was to switch to a diet of vegetables, seeds, nuts and fruits with a small amount of fish”, adding that “cravings stopped in just a week or two, and the diet was so effective that I no longer crave junk food even when it is in front of me” (Mackeown). Popular culture indicates a range of alternative ways to resist food manufacturers. In the West, there is a growing emphasis on organic farming methods and produce (Guthman), on sl called Urban Agriculture in the inner cities (Mason and Knowd), on farmers’ markets, where consumers can meet the producers of the food they eat (Guthrie et al.), and on the work of advocates of ‘real’ food, such as Jamie Oliver (Warrin). Food and wine festivals promote gourmet tourism along with an emphasis upon the quality of the food consumed, and consumption as a peak experience (Hall and Sharples), while environmental perspectives prompt awareness of ‘food miles’ (Weber and Matthews), fair trade (Getz and Shreck) and of land degradation, animal suffering, and the inequitable use of resources in the creation of the everyday Western diet (Dare, Costello and Green). The burgeoning of these different approaches has helped to stimulate a commensurate growth in relevant disciplinary fields such as Food Studies (Wessell and Brien). One thing that all these new ways of looking at food and taste have in common is that they are options for people who feel they have the right to choose what and when to eat; and to consume the tastes they prefer. This is not true of all groups of people in all countries. Hiding behind the public health campaigns that encourage people to exercise and eat fresh fruit and vegetables are the hidden “social determinants of health: The conditions in which people are born, grow, live, work and age, including the health system” (WHO 45). As the definitions explain, it is the “social determinants of health [that] are mostly responsible for health iniquities” with evidence from all countries around the world demonstrating that “in general, the lower an individual’s socioeconomic position, the worse his or her health” (WHO 45). For the comparatively disadvantaged, it may not be the taste of fast food that attracts them but the combination of price and convenience. If there is no ready access to cooking facilities, or safe food storage, or if a caregiver is simply too time-poor to plan and prepare meals for a family, junk food becomes a sensible choice and its palatability an added bonus. For those with the education, desire, and opportunity to break free of the taste for salty and sugary fats, however, there are a range of strategies to achieve this. There is a persuasive array of evidence that embracing a plant-based diet confers a multitude of health benefits for the individual, for the planet and for the animals whose lives and welfare would otherwise be sacrificed to feed us (Green, Costello and Dare). Such a choice does involve losing the taste for foods which make up the lion’s share of the Western diet, but any sense of deprivation only lasts for a short time. The fact is that our sense of taste responds to the stimuli offered. It may be that, notwithstanding the desires of Jamie Oliver and the like, a particular child never will never get to like broccoli, but it is also the case that broccoli tastes differently to me, seven years after becoming a vegan, than it ever did in the years in which I was omnivorous. When people tell me that they would love to adopt a plant-based diet but could not possibly give up cheese, it is difficult to reassure them that the pleasure they get now from that specific cocktail of salty fats will be more than compensated for by the sheer exhilaration of eating crisp, fresh fruits and vegetables in the future. Conclusion For decades, the mass market food industry has tweaked their products to make them hyper-palatable and difficult to resist. They do this through marketing experiments and consumer behaviour research, schooling taste buds and brains to anticipate and relish specific cocktails of sweet fats (cakes, biscuits, chocolate, ice cream) and salty fats (chips, hamburgers, cheese, salted nuts). They add ingredients to make these products stimulate taste buds more effectively, while also producing cheaper items with longer life on the shelves, reducing spoilage and the complexity of storage for retailers. Consumers are trained to like the tastes of these foods. Bitter, sour, and umami receptors are comparatively under-stimulated, with sweet, salty, and fat-based tastes favoured in their place. Western societies pay the price for this learned preference in high blood pressure, high cholesterol, diabetes, and obesity. Public health advocate Bruce Neal and colleagues, working to reduce added salt in processed foods, note that the food and manufacturing industries can now provide most of the calories that the world needs to survive. “The challenge now”, they argue, “is to have these same industries provide foods that support long and healthy adult lives. And in this regard there remains a very considerable way to go”. If the public were to believe that their sense of taste is mutable and has been distorted for corporate and industrial gain, and if they were to demand greater access to natural foods in their unprocessed state, then that journey towards a healthier future might be far less protracted than these and many other researchers seem to believe. References Bernstein, Adam, and Walter Willett. “Trends in 24-Hr Sodium Excretion in the United States, 1957–2003: A Systematic Review.” American Journal of Clinical Nutrition 92 (2010): 1172–1180. Bhaktivedanta Book Trust. The Higher Taste: A Guide to Gourmet Vegetarian Cooking and a Karma-Free Diet, over 60 Famous Hare Krishna Recipes. Botany, NSW: Bhaktivedanta Book Trust, 1987. Brinsden, Hannah C., Feng J. He, Katharine H. Jenner, & Graham A. MacGregor. “Surveys of the Salt Content in UK Bread: Progress Made and Further Reductions Possible.” British Medical Journal Open 3.6 (2013). 2 Feb. 2014 ‹http://bmjopen.bmj.com/content/3/6/e002936.full›. Coughlan, Andy. “In Good Taste.” New Scientist 2223 (2000): 11. Dare, Julie, Leesa Costello, and Lelia Green. “Nutritional Narratives: Examining Perspectives on Plant Based Diets in the Context of Dominant Western Discourse”. Proceedings of the 2013 Australian and New Zealand Communication Association Conference. Ed. In Terence Lee, Kathryn Trees, and Renae Desai. Fremantle, Western Australia, 3-5 Jul. 2013. 2 Feb. 2014 ‹http://www.anzca.net/conferences/past-conferences/159.html›. Getz, Christy, and Aimee Shreck. “What Organic and Fair Trade Labels Do Not Tell Us: Towards a Place‐Based Understanding of Certification.” International Journal of Consumer Studies 30.5 (2006): 490–501. Glanz, Karen, Michael Basil, Edward Maibach, Jeanne Goldberg, & Dan Snyder. “Why Americans Eat What They Do: Taste, Nutrition, Cost, Convenience, and Weight Control Concerns as Influences on Food Consumption.” Journal of the American Dietetic Association 98.10 (1988): 1118–1126. Green, Lelia, Leesa Costello, and Julie Dare. “Veganism, Health Expectancy, and the Communication of Sustainability.” Australian Journal of Communication 37.3 (2010): 87–102 Guthman, Julie. Agrarian Dreams: the Paradox of Organic Farming in California. Berkley and Los Angeles, CA: U of California P, 2004 Guthrie, John, Anna Guthrie, Rob Lawson, & Alan Cameron. “Farmers’ Markets: The Small Business Counter-Revolution in Food Production and Retailing.” British Food Journal 108.7 (2006): 560–573. 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Introduction 1. In an era of globalization, international trade is inevitable. When we walk into a supermarket and find South American bananas, Malaysian rubber products, Brazilian coffee, we simply experience the impact of global trade. Global trade allows all countries around the world to publicise their markets and to supply goods and services that otherwise would not have been open to the domestic economy. As all goods and services are available at relatively cheaper prices in the international market, therefore domestic market becomes more competitive. People have got choices for competitive products. Therefore, the difference in the prices of goods of the foreign economy and domestic economy results in international trade. 2. Why nations trade with each other ? Not a single nation alone can generate all the goods and services for its households in today’s world of limitless desires. There is an unequal distribution of factors of production over the countries of the world. Countries of the world differ from each other in terms of natural resources, technology, entrepreneurial and managerial skills which determine the ability of the country concerned, at the lowest cost of production, to manufacture goods and services. For example, South Korea can manufacture cars or microelectronic products effectively in comparison with any other nation in the world, similarly Malaysia could produce rubber and palm oil more efficiently. The ability to manufacture these products, such as electronics or rubber, is much greater than their ability to consume these goods within the country so that they can sell these goods at comparatively cheaper prices to other countries around the world. Similarly, India and Brazil can import certain products from South Korea and Malaysia at lower prices and can in exchange, import Brazilian coffee or Indian textiles at a lower price. Therefore, generally trade benefits all the countries of the world provided it is free trade. If one country has a belief in free trade and the other beliefs in the opposite, only the previous one will end practicing free trade and suffering in the end. Economists say that trade conflicts safeguard economic interests and are advantageous to the local market, but critics claim that they ultimately hurt local companies, consumers, and the economy in long run. Protectionist policies always harm the concept of globalization. According to the World Commission on the social dimension of globalization (2004). “Globalisation should benefit all the countries and should raise the welfare of all people throughout the world”. Advocates of protectionist view put arguments in favour of restrictions of the trade like the expansion of the home market, keeping money at home, counteracting foreign low wages, defence or national security arguments, protection of infant industry, anti-dumping arguments, and balance of payment arguments. Trade restrictions are of two types; tariff barriers and non-tariff barriers. The tariff barrier is the most common barrier to trade. It is the tax or duties that one country imposes on exported or imported goods. There are various types of tariff barriers in international trade. If the tariff is imposed based on the physical weight of some goods, imported or exported, called a specific tariff. • If a tariff is imposed on the value of some goods, imported or exported is called “Ad Valorem tariff”. • If different rates of the tariff are imposed on different countries called discriminatory tariffs. • If the same rates of a tariff are imposed on different countries, called non-discriminatory tariff’. • If the main purpose of imposing a tariff is to produce revenue, called a revenue tariff. • And the most commonly used tariff is the Protective tariff. if the tariff is imposed mainly to protect domestic industries from foreign competitions are called the protective tariff 4. Followers of the protectionist policy argue that tariff imposition has two impacts; revenue increases after the imposition of tariff and home production increases which is called protective effect but if other countries retaliate in the same manner, the trade war is inevitable. A situation of trade war erupts when one nation or economy strike back against another economy by imposing trade barriers. The application of trade restrictions is not a new concept in international trade. If we study the background of the global trade war, we find that countries frequently used trade restrictions in global trade. The situation was aggravated after the second world war. Most of the countries were intentionally devaluing their currency to increase their export and minimise imports. This was also the reason for the currency war between countries. 5. We can divide the world trade in the pre-Bretton Woods and post Bretton Woods period. An efficient international monetary system is very essential for the smooth functioning and expansion of international trade. From the early 19th century until the first world war, the era was regarded as a period of internationalism. Most of the major industrialised nations of the world started participating in world trade. After the second world war and the hectic slump and currency war that followed it all the countries of the world wished to return to normalcy. Two causes were responsible for this wish: - • Reconstruction of the economies ravaged by the war. • To end the currency war. As far as the second cause is concerned many countries or the trading partners of the world started devaluating its currency to improve the conditions of their BOP. This resulted in a trade war between nations. Therefore, in Bretton Woods, New Hampshire, USA, members of 44 countries met to discuss these problems and to find realistic solutions for them. This conference proposed the establishment of: - • The International Monetary Fund (IMF), to help member countries to meet their BOP deficit problem. • IBRD, to reconstruct and develop economies of member countries. • An International Trade Organisation (ITO), to solve the problem of international trade and proper liberalisation of it. 6. However, the proposal for the International Trade Organisation did not materialise and the General Agreement on Tariff and Trade (GATT) was formed. The GATT was established in 1948 with a big and important objective of “free trade” and “no trade war”. Its main purpose was to remove trade restrictions which sooner or later converts into a trade war. The first seven rounds of GATT were focussed on the removal of trade barriers only. Despite these discussions in several rounds of GATT, it couldn’t provide a useful forum for discussion on international trade issues. 7. The 8th round of GATT is called Uruguay Round which started in 1986. Member countries negotiated in the areas of Tariffs, Non-Tariff Measures, Tropical Production, Natural resource-based products, Agriculture, GATT articles, Safeguards, Multilateral trade negotiation agreement, Subsidies, Disputes Settlement, Trade-Related Intellectual Property Rights (TRIPPS), Trade-Related Investments measures (TRIMS), Functioning of GATT system (FOGS). Despite serious discussion on these issues’ agreement could not be reached and member countries kept on using trade and non-trade barriers on each other. 8. COVID-19 pandemic, which started in March 2020, has adversely affected global trade. As per WTO statistics, a 3% fall in the volume of merchandise (export and import) trade is seen in the first quarter of 2020. Lockdown in many economies of the world aggravated the problem and declines are historically large. Strict social distancing and majors and restrictions on travel and transport adversely affected the service sector of the world economy which is the main contributor to gross domestic product (GDP) of many countries. Therefore, the economic recovery from the COVID situation is highly uncertain. This situation might give a boost to the global trade war which will be the endeavour during the research to be found out and a description of the same has been covered in Chapter 3. The research has tried to reveal how the pandemic has crippled the world economy and aggravating the pre-existing problem of the trade war. The recent trade war between China and the USA is an apt example. Recent Examples of Trade War​​ 9. Since the year 2018 world has been witnessing trade conflict which was earlier currency conflict between the USA and its economic partners mainly the EU and China. But in this conflict US’s all-weather friend Canada and Mexico were also hit. However, retaliation by other countries has been very limited. In March 2018, the United States announced the imposition of additional tariffs under Section 232 on imports of steel (25%) and aluminium (10%) from China to the United States. This might harm the Chinese economy as China is the major contributor of crude and finished steel in the world. 10. In the same month, the US President announced his strategy to endorse restrictions against China over its Intellectual Property Rights (IPR) policies which were severely affecting its stakeholders. In this sanction, the US raised tariffs by 24 to 25% on selected Chinese products which were valued to the tune of approximately $50 billion. By adopting the policy of quid pro quo China on 01 April responded with 25% tariffs on $50 billion in US exports on various American products, like agriculture, pork, and cars. On 3rd April 2018, the US administration released a list of 1,333 goods equivalent to $50 billion in trade, which it said would enforce a 25% tariff. 11. These Chinese products mainly belong to the category of important sectors like robotics, rail and shipping, information technology, health care, and medicine, and high-technology. China retaliated and published a list of 106 products on which 25% tariffs were imposed and its value was worth $50 billion in trade. Thus, quid pro quo tactics kept ongoing between China and the US. The US plans to tax $50 billion worth of Chinese imports was replied with threats by China to impose tariffs on American products worth $50 billion. China announced to hit back with additional taxes on American chemicals, automobiles, and other products. Interestingly all these 106 American products are produced in those regions of the US where President Trump enjoys great support of his people. Earlier this year both countries signed the first phase of the trade agreement to reduce trade pressures between them, which last year weakened global growth and scaled-down business investment around the world. But due to the blame game over the pandemic, progress has been derailed. 12. Apart from the above, the subsidy has been one of the major causes of dispute amongst countries of the world. According to the WTO agreement on agriculture, developed economies had to reduce their subsidies by 21% in six years and developing countries by 12% in 10 years. Recently restriction on Indian agriculture produce by US, EU, Canada, Brazil, and Japan has been imposed in August 2020. They have questioned that India is not following the WTO peace clause for surpassing the limit on support or, subsidy it can render to its peasants. In the platform of WTO, the ceiling for subsidy is 10% of the value of the produce. India provided the WTO with details that the value of its rice production in 2018 was $43.6 billion and subsidies were worth just $5 billion. Subsidies have therefore remained a major bone of contention between the various countries of the world, but there is one peace arrangement in the WTO that protects the WTO members’ food procurement program for developing countries from taking action in the event of a violation of the subsidy cap. It will also be a litmus test to observe if in circumstances like the ongoing pandemic, WTO members grant food security pre-eminence to emerging economies or whether developed nations are pursuing market entree. Globalisation has reached a few obstructions in recent times, following decades of surges in world trade, worldwide tourism, and global cooperation, as some of the development achieved in the past has been undone by the re-emergence of patriotism and protectionism. The COVID-19 pandemic is predicted to trigger an unprecedented deterioration in global trade after trade growth decelerated dramatically in 2019, owing in huge part to trade conflict between the United States and China. As per the forecasts of the WTO, merchandise business is going to plunge between 12.98% and 31.88% this year, depending on how easily the coronavirus is controlled and trade will return to pre-crisis levels. According to the WTO Director-General, Roberto Azevêdo, the swift and robust rebound is only possible through the focus on free trade. Global markets have to be kept open and predictable, in addition to promoting a more desirable business climate. 13. Though before the onset of the pandemic, the Indian economy was not affected much by the ongoing trade conflict between the USA and China because of the combined effect of the pandemic and trade war India’s GDP shrunk by 23.9% in the first quarter of FY 2020-21. In the first quarter, the worst-hit industry was construction, which contracted by 50 percent. The hotel industry contracted by 47%, production by 39.3%, and mining by 23.3%. Agriculture, which posted a 3.4 percent rise, was the only industry that managed to survive the recession. The economy is believed to have suffered the most during the June quarter as a result of the nationwide lockdown. 14. In January 2019, as the trade war was raging, India also placed anti-dumping duties on more than 99 Chinese goods to protect its domestic markets, such as anti-dumping duties on chemicals, petrochemicals, fabrics, yarn, pharmaceutical equipment, rubber, and steel products. As a follower of protectionist policy Indian government also imposes anti-dumping duty on imports of steel products, an alloy of aluminium. The total value of duty imposed was $13.07 per ton to $ 173.1 per ton, which is a big amount. China, Vietnam, South Korea for five years in June 2020. India needs to take some major steps and reforms to bounce back its economy back on track. 15. Review of Literature… To complete the research number of books, literatures in the forms of articles, journals, independent views of various economists have been reviewed and referred. Books…. ​Various books reviewed and which have contributed in the course of the research include the following: - (a) ​Trade War Are Class War: How Rising Inequality Distorts the Global Economy and Threatens International Peace by Mathew C. Klein and Michael Pettis published by Yale University Press, May 19, 2020. ​The roots of today’s trade wars are traced by Klein and Pettis to decisions taken over the past thirty years by policymakers and business leaders in China, Europe, and the United States. The authors include a coherent narrative in this book that demonstrates how the growing injustice of class wars is a challenge to the global economy and international peace, and what the ways ahead are. (b)​ Has China Won by Kishore Mahbubani published by PublicAffairs, March 2020. ​​The author of this book aims to provide an insight into the trade war between the USA and China. He also claims that China is not as is claimed, an expansionist country. By extending its trade, diplomacy and military might in the region, it secures its national interest. But his view appears to be skewed toward the Chinese target. (c)​ Superpower Showdown: How the Battle between Trump and Xi Threaten a New Cold War by Bob Davis and Lingling Wei published by HarperCollins, June 9, 2020. ​As told by two Wall Street Journal reporters, one based in Washington, D.C., the other in Beijing, who had more access to the decision-makers in the White House and China’s Zhongnanhai leadership compound than anyone else, this is the inside story of the US-China trade war, how ties between these superpowers unravelled, darkening prospects for global peace and prosperity. Over the seven years, they have collaborated on writing for the Wall Street Journal, Davis and Wei have conducted hundreds of interviews with government and business officials in both nations. They explain how we have reached this turning point and look at where we might be going, evaluating U.S.-China ties. (d) ​COVID-19 Challenges for the Indian Economy: Trade and Foreign Policy Effects by EEPCINDIA and AIC, 2020. ​​A study entitled ‘COVID-19: Challenges for the Indian Economy – Trade and Foreign Policy Consequences’ was developed by the ASEAN-India Centre(AIC) Research and Information System for Developing Countries(RIS) in collaboration with the Engineering Export Promotion Council (EEPC), it presents freshly written 40 primary comments on India’s trade and foreign policy challenges raised by this crisis and the way forward by Indian professors, economists, and practitioners. (e ) ​Global Economic Effects of COVID-19 by Congressional Research Service August 2020 by James K. Jackson, Martin A. Weiss, and Rebecca M. Nelson.​ It’s a Congressional Research paper published to analyse the effects of the pandemic on the world economy particularly, the USA. It’s a crystal gazing done by two seasoned economists and gives an excellent perspective of ongoing trade and its likely directions post COVID-19. Research is full of authentic data, facts and Pictures gathered from governmental and non-governmental sources. (f) ​Trade is Not a Four-Letter Word: How Six Everyday Products make the case for Trade, January 2014 by Fred Hochberg published by Simon and Schuster. ​Fred P. Hochberg breaks down colourful and convincing real-world examples through the prism of six traditional American items to reject the common myths and misunderstandings surrounding trade. Mr. Hochberg illustrates the story of America’s most unexpected business partnerships by using six commonly consumed American products; the taco salad, the minivan, the banana, the iPhone, the college degree, and the HBO series Game of Thrones – thus sharing the fundamentals of trade that everybody should know. (g) ​Indian Economy by Dutta and Sundhram published by S. Chand, New Delhi, 66th Revised Edition.​This book analyses structure of the Indian Economy, national income, study of human and natural resources in the context of economic development, pattern of foreign trade of India, broad cross-section of the Indian economy. Chapter 6 of this book deals with foreign trade in India and its balance of payment position which is significant for my study. (h) ​International Economics by Francis Cherunilam published by Tata McGraw Hill Publishing Company Limited, New Delhi, Third Edition. The author is a professor at the School of Management Studies at Cochin University of Science and Technology. This book deals with the conflicting national interest, international economic relations, and solutions of conflicting interests. Chapter 3 of this book shows the picture of international trade. Chapter 9th and 10th clear the picture of free trade versus protection and different types of trade barriers. (i) ​International Economics by H.G. Mannur published by Vikas Publishing House Private Limited, Second Revised Edition. ​The author of this book, H.G. Mannur paid his gratitude to the school of social sciences of the university of science in Penang Malaysia, which provided him a great opportunity to learn about the International economics of Malaysia related to the world. This book is dealing with the International economy of Malaysia which is the highest foreign trade-dependent economy. Chapter 1 explains why do nations trade with each other. Chapter 7 of this book deals with obstacles to trade and trade restrictions. (j) ​International Economics by Dominick Salvatore by Wiley, January 1, 2014. ​​Dominick Salvatore, the author of international economics is an American economist. This book presents theories of international economics and its relevance through real-world examples and applications. Articles. ​ Several articles on the subject relating to the global trade, trade conflict and its effects on world have been written by many noted columnists and authors. Apart from that in last 10 months number of organisations and research bodies also carried out the analysis and likely effects of the COVID-19 pandemic on the world trade and ongoing trade conflict. Articles from publications such as ‘The Economics Times’, ‘Business Today’, ‘The Hindu’, ‘National Council of Applied Economic Research’, ‘BBC Economic Research’, ‘Economic Research and Statistics Division (ERSD)’, ‘Investopedia’ and ‘Business Insider’ form a part of the literature review for the research. In addition to the articles and journals by various writers certain data were also taken from the governmental and non-governmental reports like United Nations Conference on Trade and Development(UNCTAD), WTO Press releases and Economic Survey of India. The existing literature provides great insight into the reasons of trade between the countries, trade conflict and its catalyst and how an unforeseen event like the pandemic brings the entire world to a standstill where even largest and strongest have no solution. There are number of literature and research available which brings out many scenarios where the current trade conflict can go. Besides, a large number of research papers have also been written about the likely recovery of the world trade in various different scenarios. Study of some of has definitely given an insightful perspective on the subject. There is, however a void in the research writings on the subject from Indian government’s concerned ministry like Ministry of Finance, Ministry of Trade and Commerce and Ministry of Agriculture. The Economic Survey of India was the only document where authentic data could have been found but that too was almost six to eight months old. The updated analytical facts and data from the ministry’s sites will go a long way in helping a researcher for his work. A critical study of books and articles mentioned above has assisted in the research to address the issues identified. ​16. Statement of Problem.​ The research seeks to investigate: - (a) ​How the current global trade war (GTW) has impacted the nations having a considerable share in world trade? (b) ​How has the Global Trade War (GTW) impacted the Indian economy? (c)​What are the effects of the COVID-19 pandemic on the Global Trade War? (d) ​What are the likely effects of the COVID -19 pandemic on the Indian economy? 17. Statement of Problem.​ The research seeks to investigate: - (a) ​How the current global trade war (GTW) has impacted the nations having a considerable share in world trade? (b) ​How has the Global Trade War (GTW) impacted the Indian economy? (c)​What are the effects of the COVID-19 pandemic on the Global Trade War? (d) ​What are the likely effects of the COVID -19 pandemic on the Indian economy? 18. Objectives of the Study. The specific objectives of the study are as under: - (a) ​To study the reasons and effects of the global trade war on nations having a major share in world trade. (b) ​To study the effects of COVID-19 pandemic and GTW on international trade with specific emphasis on the Indian economy. 19. Hypothesis The research is intended to deliberate and validate the following hypothesis: - (a) ​Global Trade War has severely impacted nations from having a major share in world trade. (b) ​India has not been affected much by the Global Trade War. (c)​COVID-19 pandemic is going to aggravate the Global Trade War. (d) ​Indian economy will be adversely affected by the ongoing pandemic. 20. The relevance of the Study… This study will contribute to academia with an in-depth insight into the existent trend of international trade and trade war. The present study will evaluate the effect of COVID-19 on international trade and its role in aggravating trade war. Besides, this study will also endeavour to furnish both analysis and suggestions towards: - (a) ​Trend of global trade and reasons behind trade war. (b) ​Likely direction of international trade post-COVID-19. (c)​Its impact on the Indian economy and recommendations for future economic policies. 21. Research Methodology Owing to the current and contemporary nature of the topic, research was based on the primary and secondary method of data collection wherein the number of books, open-source articles, internet blogs, periodicals, and research papers were referred and perused. Apart from the same reports and analysis of both governmental and non-governmental agencies, which were available in the open domain, were also accessed during the research. To support the arguments, an online public opinion, based on close-ended questionnaire, was be taken through Google forms. The survey questionnaire was analysed based on responses using Likert Scale. Non-random convenient sampling was used for selection of participants. A total of 114 respondents took part in the survey. 22. Organisation of the Research Research has been completed under five chapters. Headings of the chapters and their broad contents have been covered in succeeding paragraphs. (a) ​Chapter 1: Introduction and Research Methodology. In this chapter background of global trade, particularly after World War II, the role of WTO for free and fair trade amongst member nations along with research methodology have been covered in detail. (b) ​Chapter 2: Background of Global Trade War and Situation up to the onset of the COVID-19 pandemics. In this chapter issues like background of trade war, currency war and current state of global trade amidst ongoing trade conflict between the USA and China has been covered in detail. Apart from the same it has also been brought out in this chapter that which are the countries and which all products and services have been severely affected. All the affected nations are adopting their own policies to deal with the current situation of COVID-19 and ripples of trade dispute. Same have also been brought forward in this chapter. (c)​Chapter 3: Likely Directions of Global Trade War post-COVID-19 pandemics. COVID-19 pandemic has added a new dimension to the way nations were doing trade with each other, particularly in the light of disruption in production, supply chain, unpredicted market, and labour issues. Apart from that, it has severely affected the ongoing global trade war. The revival of the economy is incumbent on medical success in finding the vaccine for the disease. In this chapter likely direction of the trade war has been discussed in details. Apart from the foregoing, long and short term effects of the pandemic on global trade have also been covered in this chapter. (d) ​Chapter 4: Impact of Global Trade War and COVID-19 pandemics on the Indian Economy. The Indian economy was not affected much by the global trade war but since the onset of a pandemic, the combined effect of COVID-19 and trade war has started affecting the Indian economy. Apart from the same in this chapter impact on export and import capability of India during pandemic times have also been covered in detail. Recent development at Galwan valley in Eastern Ladakh which includes the steps taken by India and its likely implications on the trade between India and China has also been covered in this chapter. In the end an analysis of the Online survey with the help of Google form has been covered to check the hypothesis. (e)​ Chapter 5: Way Ahead for the Indian Economy, Recommendations and Conclusion. ​In continuation of the previous chapter, this chapter contains nthe state of global trade in the current times along with certain recommendations which can be followed to have a fair world trade. During COVID-19 pandemic the Indian government has taken large number of fiscal measures to control to the damage and bring the economy back on track and same have been covered in great details in this chapter. Apart from that actions which Indian government should take to minimise the impact of trade dispute between other nations have also been recommended. In last way ahead for the Indian economy has been recommended.

Introduction The scientific validity of climate change claims, how to intervene (if at all) in environmental, economic, political and social consequences of climate change, and the adaptation and mitigation needed with any given climate change scenario, are contested areas of public, policy and academic discourses. For marginalised populations, the climate discourses around adaptation, mitigation, vulnerability and resilience are of particular importance. This paper considers the silence around disabled people in these discourses. Marci Roth of the Spinal Cord Injury Association testified before Congress in regards to the Katrina disaster: [On August 29] Susan Daniels called me to enlist my help because her sister in-law, a quadriplegic woman in New Orleans, had been unsuccessfully trying to evacuate to the Superdome for two days. […] It was clear that this woman, Benilda Caixetta, was not being evacuated. I stayed on the phone with Benilda, for the most part of the day. […] She kept telling me she’d been calling for a ride to the Superdome since Saturday; but, despite promises, no one came. The very same paratransit system that people can’t rely on in good weather is what was being relied on in the evacuation. […] I was on the phone with Benilda when she told me, with panic in her voice “the water is rushing in.” And then her phone went dead. We learned five days later that she had been found in her apartment dead, floating next to her wheelchair. […] Benilda did not have to drown. (National Council on Disability, emphasis added) According to the Intergovernmental Panel on Climate Change (IPCC), adaptation is the “Adjustment in natural or human systems in response to actual or expected climatic stimuli or their effects, which moderates harm or exploits beneficial opportunities” (IPCC, Climate Change 2007). Adaptations can be anticipatory or reactive, and depending on their degree of spontaneity they can be autonomous or planned (IPCC, Fourth Assessment Report). Adaptations can be private or public (IPCC, Fourth Assessment Report), technological, behavioural, managerial and structural (National Research Council of Canada). Adaptation, in the context of human dimensions of global change, usually refers to a process, action or outcome in a system (household, community, group, sector, region, country) in order for that system to better cope with, manage or adjust to some changing condition, stress, hazard, risk or opportunity (Smit and Wandel). Adaptation can encompass national or regional strategies as well as practical steps taken at the community level or by individuals. According to Smit et al, a framework for systematically defining adaptations is based on three questions: (i) adaptation to what; (ii) who or what adapts; and (iii) how does adaptation occur? These are essential questions that have to be looked at from many angles including cultural and anthropological lenses as well as lenses of marginalised and highly vulnerable populations. Mitigation (to reduce or prevent changes in the climate system), vulnerability (the degree to which a system is susceptible to, and unable to cope with, the adverse effects of climate change), and resilience (the amount of change a system can undergo without changing state), are other important concepts within the climate change discourse. Non-climate stresses can increase vulnerability to climate change by reducing resilience and can also reduce adaptive capacity because of resource deployment to competing needs. Extending this to the context of disabled people, ableism (sentiment to expect certain abilities within humans) (Wolbring, “Is there an end to out-able?”) and disablism (the unwillingness to accommodate different needs) (Miller, Parker and Gillinson) are two concepts that will thus play themselves out in climate discourses. The “Summary for Policymakers” of the IPCC 2007 report, Climate Change 2007: Impacts, Adaptation and Vulnerability, states: “Poor communities can be especially vulnerable, in particular those concentrated in high-risk areas. They tend to have more limited adaptive capacities, and are more dependent on climate-sensitive resources such as local water and food supplies.” From this quote one can conclude that disabled people are particularly impacted, as the majority of disabled people live in poverty (Elwan). For instance, CARE International, a humanitarian organisation fighting global poverty, the UN Office for the Coordination of Humanitarian Affairs, and Maplecroft, a company that specialises in the calculation, analysis and visualisation of global risks, conclude: “The degree of vulnerability is determined by underlying natural, human, social, physical and financial factors and is a major reason why poor people—especially those in marginalised social groups like women, children, the elderly and people with disabilities—are most affected by disasters” (CARE International). The purpose of this paper is to expose the reader to (a) how disabled people are situated in the culture of the climate, adaptation, mitigation and resilience discourse; (b) how one would answer the three questions, (i) adaptation to what, (ii) who or what adapts, and (iii) how does adaptation occur (Smit et al), using a disabled people lens; and (c) what that reality of the involvement of disabled people within the climate change discourse might herald for other groups in the future. The paper contends that there is a pressing need for the climate discourse to be more inclusive and to develop a new social contract to modify existing dynamics of ableism and disablism so as to avoid the uneven distribution of evident burdens already linked to climate change. A Culture of Neglect: The Situation of Disabled People As climates changes, environmental events that are classified as natural disasters are expected to be more frequent. In the face of recent disaster responses, how effective have these efforts been as they relate to the needs and challenges faced by disabled people? Almost immediately after Hurricane Katrina devastated the Gulf Coast, the National Council on Disability (NCD) in the United States estimated that 155,000 people with disabilities lived in the three cities hardest hit by the hurricane (about 25 per cent of the cities’ populations). The NCD urged emergency managers and government officials to recognise that the need for basic necessities by hurricane survivors with disabilities was “compounded by chronic health conditions and functional impairments … [which include] people who are blind, people who are deaf, people who use wheelchairs, canes, walkers, crutches, people with service animals, and people with mental health needs.” The NCD estimated that a disproportionate number of fatalities were people with disabilities. They cited one statistic from the American Association of Retired Persons (AARP): “73 per cent of Hurricane Katrina-related deaths in New Orleans area were among persons age 60 and over, although they comprised only 15 per cent of the population in New Orleans.” As the NCD stated, “most of those individuals had medical conditions and functional or sensory disabilities that made them more vulnerable. Many more people with disabilities under the age of 60 died or were otherwise impacted by the hurricanes.” As these numbers are very likely linked to the impaired status of the elderly, it seems reasonable to assume similar numbers for non-elderly disabled people. Hurricane Katrina is but one example of how disabled people are neglected in a disaster (Hemingway and Priestley; Fjord and Manderson). Disabled people were also disproportionately impacted in other disasters, such as the 1995 Great Hanshin Earthquake in Japan (Nakamura) or the 2003 heatwave in France, where 63 per cent of heat-related deaths occurred in institutions, with a quarter of these in nursing homes (Holstein et al.). A review of 18 US heatwave response plans revealed that although people with mental or chronic illnesses and the homeless constitute a significant proportion of the victims in recent heatwaves, only one plan emphasised outreach to disabled persons, and only two addressed the shelter and water needs of the homeless (Ebi and Meehl; Bernhard and McGeehin). Presence of Disabled People in Climate Discourse Although climate change will disproportionately impact disabled people, despite the less than stellar record of disaster adaptation and mitigation efforts towards disabled people, and despite the fact that other social groups (such as women, children, ‘the poor’, indigenous people, farmers and displaced people) are mentioned in climate-related reports such as the IPCC reports and the Human Development Report 2007/2008, the same reports do not mention disabled people. Even worse, the majority of the material generated by, and physically set up for, discourses on climate, is inaccessible for many disabled people (Australian Human Rights Commission). For instance, the IPCC report, Climate Change 2007: Impacts, Adaptation and Vulnerability, contains Box 8.2: Gender and natural disasters, makes the following points: (a) “men and women are affected differently in all phases of a disaster, from exposure to risk and risk perception; to preparedness behaviour, warning communication and response; physical, psychological, social and economic impacts; emergency response; and ultimately to recovery and reconstruction”; (b) “natural disasters have been shown to result in increased domestic violence against, and post-traumatic stress disorders in, women”; and (c) “women make an important contribution to disaster reduction, often informally through participating in disaster management and acting as agents of social change. Their resilience and their networks are critical in household and community recovery.” The content of Box 8.2 acknowledges the existence of different perspectives and contributions to the climate discourse, and that it is beneficial to explore these differences. It seems reasonable to assume that differences in perspectives, contributions and impact may well also exist between people with and without disabilities, and that it may be likewise beneficial to explore these differences. Disabled people are differently affected in all phases of a disaster, from exposure to risk and risk perception; to preparedness behaviour, warning communication and response; physical, psychological, social and economic impacts; emergency response; and ultimately to recovery and reconstruction. Disabled people could also make an important contribution to disaster reduction, often informally through participating in disaster management and acting as agents of social change. Their resilience and their networks are critical in household and community recovery, important as distributors of relief efforts and in reconstruction design. The Bonn Declaration from the 2007 international conference, Disasters are always Inclusive: Persons with Disabilities in Humanitarian Emergency Situations, highlighted many problems disabled people are facing and gives recommendations for inclusive disaster preparedness planning, for inclusive response in acute emergency situations and immediate rehabilitation measures, and for inclusive post-disaster reconstruction and development measures. Many workshops were initiated by disabled people groups, such as Rehabilitation International. However, the disabled people disaster adaptation and mitigation discourse is not mainstreamed. Advocacy by people with disability for accessible transport and universal or “life-cycle” housing (among other things) shows how they can contribute significantly to more effective social systems and public facilities. These benefit everyone and help to shift public expectations towards accessible and flexible amenities and services—for example, emergency response and evacuation procedures are much easier for all if such facilities are universally accessible. Most suggestions by disabled people for a more integrative, accessible physical environment and societal attitude benefit everyone, and gain special importance with the ever-increasing proportion of elderly people in society. The IPCC Fourth Assessment Report is intended to be a balanced assessment of current knowledge on climate change mitigation. However, none of the 2007 IPCC reports mention disabled people. Does that mean that disabled people are not impacted by, or impact, climate change? Does no knowledge of adaptation, mitigation and adaptation capacity from a disabled people lens exist, or does the knowledge not reach the IPCC, or does the IPCC judge this knowledge as irrelevant? This culture of neglect and unbalanced assessment of knowledge evident in the IPCC reports was recognised before for rise of a ‘global’ climate discourse. For instance, a 2001 Canadian government document asked that research agendas be developed with the involvement of, among others, disabled people (Health Canada). The 2009 Nairobi Declaration on Africa’s response to climate change (paragraph 36) also asks for the involvement of disabled people (African Ministerial Conference on the Environment). However, so far nothing has trickled up to the international bodies, like the IPCC, or leading conferences such as the United Nations Climate Change Conference Copenhagen 2009. Where Will It End? In his essay, “We do not need climate change apartheid in adaptation”, in the Human Development Report 2007/2008, Archbishop Desmond Tutu suggests that we are drifting into a situation of global adaptation apartheid—that adaptation becomes a euphemism for social injustice on a global scale (United Nations Development Programme). He uses the term “adaptation apartheid” to highlight the inequality of support for adaptation capacity between high and low income countries: “Inequality in capacity to adapt to climate change is emerging as a potential driver of wider disparities in wealth, security and opportunities for human development”. I submit that “adaptation apartheid” also exists in regard to disabled people, with the invisibility of disabled people in the climate discourse being just one facet. The unwillingness to accommodate, to help the “other,” is nothing new for disabled people. The ableism that favours species-typical bodily functioning (Wolbring, “Is there an end to out-able?”; Wolbring, “Why NBIC?”) and disablism (Miller, Parker, and Gillinson)—the lack of accommodation enthusiasm for the needs of people with ‘below’ species-typical body abilities and the unwillingness to adapt to the needs of “others”—is a form of “adaptation apartheid,” of accommodation apartheid, of adaptation disablism that has been battled by disabled people for a long time. In a 2009 online survey of 2000 British people, 38 per cent believed that most people in British society see disabled people as a “drain on resources” (Scope). A majority of human geneticist concluded in a survey in 1999 that disabled people will never be given the support they need (Nippert and Wolff). Adaptation disablism is visible in the literature and studies around other disasters. The 1988 British Medical Association discussion document, Selection of casualties for treatment after nuclear attack, stated “casualties whose injuries were likely to lead to a permanent disability would receive lower priority than those expected to fully recover” (Sunday Morning Herald). Famine is seen to lead to increased infanticide, increased competitiveness and decreased collaboration (Participants of the Nuclear Winter: The Anthropology of Human Survival Session). Ableism and disablism notions experienced by disabled people can now be extended to include those challenges expected to arise from the need to adapt to climate change. It is reasonable to expect that ableism will prevail, expecting people to cope with certain forms of climate change, and that disablism will be extended, with the ones less affected being unwilling to accommodate the ones more affected beyond a certain point. This ableism/disablism will not only play itself out between high and low income countries, as Desmond Tutu described, but also within high income countries, as not every need will be accommodated. The disaster experience of disabled people is just one example. And there might be climate change consequences that one can only mitigate through high tech bodily adaptations that will not be available to many of the ones who are so far accommodated in high income countries. Desmond Tutu submits that adaptation apartheid might work for the fortunate ones in the short term, but will be destructive for them in the long term (United Nations Development Programme). Disability studies scholar Erik Leipoldt proposed that the disability perspective of interdependence is a practical guide from the margins for making new choices that may lead to a just and sustainable world—a concept that reduces the distance between each other and our environment (Leipoldt). This perspective rejects ableism and disablism as it plays itself out today, including adaptation apartheid. Planned adaptation involves four basic steps: information development and awareness-raising; planning and design; implementation; and monitoring and evaluation (Smit et al). Disabled people have important knowledge to contribute to these four basic steps that goes far beyond their community. Their understanding and acceptance of, for example, the concept of interdependence, is just one major contribution. Including the concept of interdependence within the set of tools that inform the four basic steps of adaptation and other facets of climate discourse has the potential to lead to a decrease of adaptation apartheid, and to increase the utility of the climate discourse for the global community as a whole. References African Ministerial Conference on the Environment. Nairobi Declaration on the African Process for Combating Climate Change. 2009. 26 Aug. 2009 ‹ http://www.unep.org/roa/Amcen/Amcen_Events/3rd_ss/Docs/nairobi-Decration-2009.pdf ›. American Association of Retired Persons. We Can Do Better: Lessons Learned for Protecting Older Persons in Disasters. 2009. 26 Aug. 2009 ‹ http://assets.aarp.org/rgcenter/il/better.pdf ›. Australian Human Rights Commission. “Climate Change Secretariat Excludes People with Disabilities.” 2008. 26 Aug. 2009 ‹ http://www.hreoc.gov.au/about/media/media_releases/2008/95_08.html ›. Bernhard, S., and M. McGeehin. “Municipal Heatwave Response Plans.” American Journal of Public Health 94 (2004): 1520-21. CARE International, the UN Office for the Coordination of Humanitarian Affairs, and Maplecroft. Humanitarian Implications of Climate Change: Mapping Emerging Trends and Risk Hotspots for Humanitarian Actors. CARE International, 2008. 26 Aug. 2009 ‹ http://www.careclimatechange.org/files/reports/Human_Implications_PolicyBrief.pdf ›, ‹ http://www.careclimatechange.org/files/reports/CARE_Human_Implications.pdf ›. "Disasters Are Always Inclusive: Persons with Disabilities in Humanitarian Emergency Situations." Bonn Declaration from the International Conference: Disasters Are Always Inclusive: Persons with Disabilities in Humanitarian Emergency Situations. 2007. 26 Aug. 2009 ‹ http://www.disabilityfunders.org/webfm_send/6, http://www.disabilityfunders.org/emergency_preparedness ›, ‹ http://bezev.de/bezev/aktuelles/index.htm ›. Ebi, K., and G. Meehl. Heatwaves and Global Climate Change: The Heat Is On: Climate Change and Heatwaves in the Midwest. 2007. 26 Aug. 2009 ‹ www.pewclimate.org/docUploads/Regional-Impacts-Midwest.pdf ›. Elwan, A. Poverty and Disability: A Survey of the Literature. Worldbank, Social Protection Discussion Paper Series (1999): 9932. 26 Aug. 2009 ‹ http://siteresources.worldbank.org/DISABILITY/Resources/Poverty/Poverty_and_Disability_A_Survey_of_the_Literature.pdf ›. Fjord, L., and L. Manderson. “Anthropological Perspectives on Disasters and Disability: An Introduction.” Human Organisation 68.1 (2009): 64-72. Health Canada. First Annual National Health and Climate Change Science and Policy Research Consensus Conference: How Will Climate Change Affect Priorities for Your Health Science and Policy Research? Health Canada, 2001. 26 Aug. 2009 ‹ http://www.hc-sc.gc.ca/ewh-semt/pubs/climat/research-agenda-recherche/population-eng.php ›. Hemingway, L., and M. Priestley. “Natural Hazards, Human Vulnerability and Disabling Societies: A Disaster for Disabled People?” The Review of Disability Studies (2006). 26 Aug. 2009 ‹ http://www.rds.hawaii.edu/counter/count.php?id=13 ›. Holstein, J., et al. “Were Less Disabled Patients the Most Affected by the 2003 Heatwave in Nursing Homes in Paris, France?” Journal of Public Health Advance 27.4 (2005): 359-65. Intergovernmental Panel on Climate Change. Climate Change 2007: Impacts, Adaptation and Vulnerability. 2007. 26 Aug. 2009 ‹ http://www.ipcc.ch/publications_and_data/publications_ipcc_fourth_assessment_report_wg2_report_impacts_adaptation_and_vulnerability.htm ›. Intergovernmental Panel on Climate Change. “Summary for Policymakers.” Eds. O. F. Canziani, J. P. Palutikof, P. J. van der Linden, C. E. Hanson, and M.L.Parry. Cambridge, UK: Cambridge University Press, 2007. 7-22. 26 Aug. 2009 ‹ http://www.ipcc.ch/pdf/assessment-report/ar4/wg2/ar4-wg2-spm.pdf ›. Intergovernmental Panel on Climate Change. IPCC Fourth Assessment Report Working Group III Report: Mitigation of Climate Change Glossary. 2007. 26 Aug. 2009 ‹ http://www.ipcc.ch/ipccreports/ar4-wg3.htm, http://www.ipcc.ch/pdf/assessment-report/ar4/wg3/ar4-wg3-annex1.pdf ›. Leipoldt, E. “Disability Experience: A Contribution from the Margins. Towards a Sustainable Future.” Journal of Futures Studies 10 (2006): 3-15. Miller, P., S. Parker and S. Gillinson. “Disablism: How to Tackle the Last Prejudice.” Demos, 2004. 26 Aug. 2009 ‹ http://www.demos.co.uk/files/disablism.pdf ›. Nakamura, K. “Disability, Destitution, and Disaster: Surviving the 1995 Great Hanshin Earthquake in Japan.” Human Organisation 68.1 (2009): 82-88. National Council on Disability, National Council on Independent Living, National Organization on Disability, and National Spinal Cord Injury Association and the Paralyzed Veterans of America. Emergency Management and People with Disabilities: before, during and after Congressional Briefing, 10 November 2005. 26 Aug. 2009 ‹ http://www.ncd.gov/newsroom/publications/2005/transcript_emergencymgt.htm ›. National Council on Disability. National Council on Disability on Hurricane Katrina Affected Areas. 2005. 26 Aug. 2009 ‹ http://www.ncd.gov/newsroom/publications/2005/katrina2.htm ›. National Research Council of Canada. From Impacts to Adaptation: Canada in a Changing Climate 2007. 26 Aug. 2009 ‹ http://adaptation.nrcan.gc.ca/assess/2007/pdf/full-complet_e.pdf ›. Nippert, I. and G. Wolff. “Ethik und Genetik: Ergebnisse der Umfrage zu Problemaspekten angewandter Humangenetik 1994-1996, 37 Länder.” Medgen 11 (1999): 53-61. Participants of the Nuclear Winter: The Anthropology of Human Survival Session. Proceedings of the 84th American Anthropological Association's Annual Meeting. Washington, D.C., 6 Dec. 1985. 26 Aug. 2009 ‹ http://www.fas.org/sgp/othergov/doe/lanl/lib-www/la-pubs/00173165.pdf ›. Scope. “Most Britons Think Others View Disabled People ‘As Inferior’.” 2009. 26 Aug. 2009 ‹ http://www.scope.org.uk/cgi-bin/np/viewnews.cgi?id=1244379033, http://www.comres.co.uk/resources/7/Social%20Polls/Scope%20PublicPoll%20Results%20May09.pdf ›. Smit, B., et al. “The Science of Adaptation: A Framework for Assessment.” Mitigation and Adaptation Strategies for Global Change 4 (1999): 199-213. Smit, B., and J. Wandel. “Adaptation, Adaptive Capacity and Vulnerability.” Global Environmental Change 16 (2006): 282-92. Sunday Morning Herald. “Who Lives and Dies in Britain after the Bomb.” Sunday Morning Herald 1988. 26 Aug. 2009 ‹ http://news.google.com/newspapers?nid=1301&dat=19880511&id=wFYVAAAAIBAJ&sjid=kOQDAAAAIBAJ&pg=3909,113100 ›. United Nations Development Programme. Human Development Report 2007/2008: Fighting Climate Change – Human Solidarity in a Divided World. 2008. 26 Aug. 2009 ‹ http://hdr.undp.org/en/media/HDR_20072008_EN_Complete.pdf ›. Wolbring, Gregor. “Is There an End to Out-Able? Is There an End to the Rat Race for Abilities?” M/C Journal 11.3 (2008). 26 Aug. 2009 ‹ http://journal.media-culture.org.au/index.php/mcjournal/article/viewArticle/57 ›. Wolbring, Gregor. “Why NBIC? Why Human Performance Enhancement?” Innovation: The European Journal of Social Science Research 21.1 (2008): 25-40.

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]).

A rhetoric of freedom characterises much of the literature dealing with online communities: freedom from fixed identity and appearance, from the confines of geographic space, and from control. The prevailing view, a combination of futurism and utopianism, is that the lack of order in cyberspace enables the creation of social spaces that will enhance personal freedom and advance the common good. Sherry Turkle argues that computer-mediated communication allows us to create a new form of community, in which identity is multiple and fluid (15-17). Marcos Novak celebrates the possibilities of a dematerialized, ethereal virtual architecture in which the relationships between abstract elements are in a constant state of flux (250). John Perry Barlow employs the frontier metaphor to frame cyberspace as an unmapped, ungoverned territory in which a romantic and a peculiarly American form of individualism can be enjoyed by rough and ready pioneers (“Crime” 460). In his 1993 account as an active participant in The WELL (Whole Earth ‘Lectronic Link), one of the earliest efforts to construct a social space online, Howard Rheingold celebrates the freedom to create a “new kind of culture” and an “authentic community” in the “electronic frontier.” He worries, however, that the freedom enjoyed by early homesteaders may be short lived, because “big power and big money” might soon find ways to control the Internet, just as they have come to dominate and direct other communications media. “The Net,” he states, “is still out of control in fundamental ways, but it might not stay that way for long” (Virtual Community 2-5). The uses of order and disorder Some theorists have identified disorder as a necessary condition for the development of healthy communities. In The Uses of Disorder (1970), Richard Sennett argues that “the freedom to accept and to live with disorder” is integral to our search for community (xviii). In his 1989 study of social space, Ray Oldenburg maintains that public hangouts, which constitute the heart of vibrant communities, support sociability best when activities are unplanned, unorganized, and unrestricted (33). He claims that without the constraints of preplanned control we will be more in control of ourselves and more aware of one another (198). More recently, Charles Landry suggests that “structured instability” and “controlled disruption,” resulting from competition, conflict, crisis, and debate, make cities less comfortable but more exciting. Further, he argues that “endemic structural disorder” requiring ongoing adjustments can generate healthy creative activity and stimulate continual innovation (156-58). Kevin Robins, too, believes that any viable social system must be prepared to accept a level of uncertainty, disorder, and fear. He observes, however, that techno-communities are “driven by the compulsion to neutralize,” and they therefore exclude these possibilities in favour of order and security (90-91). Indeed, order and security are the dominant characteristics that less idealistic observers have identified with cyberspace. Alexander Galloway explains how, despite its potential as a liberating development, the Internet is based on technologies of control. This control is exercised at the code level through technical protocols, such as TCP/IP, DNS, and HTM, that determine disconnections as well as connections (Galloway). Lawrence Lessig suggests that in our examination of the ownership, regulation, and governance of the virtual commons, we must take into account three distinct layers. As well as the “logical” or “code” layer that Galloway foregrounds, we should also consider the “physical” layer, consisting of the computers and wires that carry Internet communications, and the “content” layer, which includes everything that we see and hear over the network. In principle, each of these layers could be free and unorganized, or privately owned and controlled (Lessig 23). Dan Schiller documents the increasing privatization of the Net and argues that corporate cyberspace extends the reach of the market, enabling it to penetrate into areas that have previously been considered to be part of the public domain. For Schiller, the Internet now serves as the main production and control mechanism of a global market system (xiv). Checking into Habbo Hotel Habbo Hotel is an example of a highly ordered and controlled online social space that uses community and game metaphors to suggest something much more open and playful. Designed to attract the teenage market, this graphically intensive cartoon-like hotel is like an interactive Legoland, in which participants assemble a toy-like “Habbo” character and chat, play games, and construct personal environments. The first Habbo Hotel opened its doors in the United Kingdom in 2000, and, by September 2004, localized sites were based in a dozen countries, including Canada, the Unites States, Finland, Japan, Switzerland and Spain, with further expansion planned. At that time, there were more than seventeen million registered Habbo characters worldwide with 2.3 million unique visitors each month (“Strong Growth”). The hotel contains thousands of private rooms and twenty-two public spaces, including a welcome lounge, three lobbies, cinema, game hall, café, pub, and an extensive hallway. Anyone can go to the Room-O-Matic and instantly create a free guest room. However, there are a limited number of layouts to choose from and the furnishings, which must be purchased, have be chosen from a catalog of fixed offerings. All rooms are located on one of five floors, which categorize them according to use (parties, games, models, mazes, and trading). Paradoxically, the so-called public spaces are more restricted and less public than the private guest quarters. The limited capacity of the rooms means that all of the public spaces are full most of the time. Priority is given to paying Habbo Club members and others are denied entry or are unceremoniously ejected from a room when it becomes full. Most visitors never make it into the front lobby. This rigid and restricted construction is far from Novak’s vision of a “liquid architecture” without barriers, that morphs in response to the constantly changing desires of individual inhabitants (Novak 250). Before entering the virtual hotel, individuals must first create a Lego-like avatar. Users choose a unique name for their Habbo (no foul language is allowed) and construct their online persona from a limited selection and colour of body parts. One of two different wardrobes is available, depending on whether “Boy” or “Girl” is chosen. The gender of every Habbo is easily recognizable and the restricted wardrobe results in remarkably similar looking young characters. The lack of differentiation encourages participants to treat other Habbos as generic “Boys” or “Girls” and it encourages limited and predictable conversations that fit the stereotype of male-female interactions in most chat sites. Contrary to Turkle’s contention that computer mediated communication technologies expose the fallacy of a single, fixed, identity, and free participants to experiment with alternative selves (15-17), Habbo characters are permitted just one unchangeable name, and are capable of only limited visual transformations. A fixed link between each Habbo character and its registered user (information that is not available to other participants) allows the hotel management to track members through the site and monitor their behavior. Habbo movements are limited to walking, waving, dancing and drinking virtual alcohol-free beverages. Movement between spaces is accomplished by entering a teleport booth, or by selecting a location by name from the hotel Navigator. Habbos cannot jump, fly or walk through objects or other Habbos. They have no special powers and only a limited ability to interact with objects in their environment. They cannot be hurt or otherwise affected by anything in their surroundings, including other Habbos. The emphasis is on safety and avoidance of conflict. Text chat in Habbo Hotel is limited to one sixty-one-character line, which appears above the Habbo, floats upward, and quickly disappears off the top of the screen. Text must be typed in real time while reading on-going conversations and it is not possible to archive a chat sessions or view past exchanges. There is no way of posting a message on a public board. Using the Habbo Console, shorter messages can also be exchanged between Habbos who may be occupying different rooms. The only other narratives available on the site are in the form of official news and promotions. Before checking into the hotel, Habbos can stop to read Habbo Today, which promotes current offers and activities, and HabboHood Happenings, which offers safety tips, information about membership benefits, jobs (paid in furniture), contest winners, and polls. According to Rheingold, a virtual community can form online when enough people participate in meaningful public discussions over an extended period of time and develop “webs of personal relationships” (Virtual Community 5). By restricting communication to short, fleeting messages between individual Habbos, the hotel frustrates efforts by members to engage in significant dialogue and create a viable social group. Although “community” is an important part of the Habbo Hotel brand, it is unlikely to be a substantial part of the actual experience. The virtual hotel is promoted as a safe, non-threatening environment suitable for the teenagers is designed to attract. Parents’ concerns about the dangers of an unregulated chat space provide the hotel management with a justification for creating a highly controlled social space. The hotel is patrolled twenty-four hours a day by professional moderators backed-up by a team of 180 volunteer “Hobbas,” or guides, who can issue warnings to misbehaving Habbos, or temporarily ban them from the site. All text keyed in by Habbos passes through an automated “Bobba Filter” that removes swearing, racist words, explicit sexual comments and “anything that goes against the “Habbo Way” (“Bad Language”). Stick to the rules and you’ll have fun, Habbos are told, “break them and you’ll get yourself banned” (“Habbo Way”). In Big Brother fashion, messages are displayed throughought the hotel advising members to “Stay safe, read the Habbohood Watch,” “Never give out your details!” and “Obey the Habbo way and you’ll be OK.” This miniature surveillance society contradicts Barlow’s observation that cyberspace serves as “a perfect breeding ground for both outlaws and new ideas about liberty” (“Crime” 460). In his manifesto declaring the independence of cyberspace from government control, he maintains that the state has no authority in the electronic “global social space,” where, he asserts, “[w]e are forming our own Social Contract” based on the Golden Rule (“Declaration”). However, Habbo Hotel shows how the rule of the marketplace, which values profits more than social practices, can limit the freedoms of online civil society just as effectively as the most draconian government regulation. Place your order Far from permitting the “controlled disruption” advocated by Landry, the hotel management ensures that nothing is allowed to disrupt their control over the participants. Without conflict and debate, there are few triggers for creative activity in the site, which is designed to encourage consumption, not community. Timo Soininen, the managing director of the company that designed the hotel, states that, because teenagers like to showcase their own personal style, “self-expression is the key to our whole concept.” However, since it isn’t possible to create a Habbo from scratch, or to import clothing or other objects from outside the site, the only way for members to effectively express themselves is by decorating and furnishing their room with items purchased from the Habbo Catalogue. “You see, this,” admits Soininen, “is where our revenue model kicks in” (Shalit). Real-world products and services are also marketed through ads and promotions that are integrated into chat, news, and games. The result, according to Habbo Ltd, is “the ideal vehicle for third party brands to reach this highly desired 12-18 year-old market in a cost-effective and creative manner” (“Habbo Company Profile”). Habbo Hotel is a good example of what Herbert Schiller describes as the corporate capture of sites of public expression. He notes that, when put at the service of growing corporate power, new technologies “provide the instrumentation for organizing and channeling expression” (5-6). In an afterword to a revised edition of The Virtual Community, published in 2000, Rheingold reports on the sale of the WELL to a privately owned corporation, and its decline as a lively social space when order was imposed from the top down. Although he believes that there is a place for commercial virtual communities on the Net, he acknowledges that as economic forces become more entrenched, “more controls will be instituted because there is more at stake.” While remaining hopeful that activists can leverage the power of many-to-many communications for the public good, he wonders what will happen when “the decentralized network infrastructure and freewheeling network economy collides with the continuing growth of mammoth, global, communication empires” (Virtual Community Rev. 375-7). Although the company that built Habbo Hotel is far from achieving global empire status, their project illustrates how the dominant ethos of privatization and the increasing emphasis on consumption results in gated virtual communities that are highly ordered, restricted, and controlled. The popularity of the hotel reflects the desire of millions of Habbos to express their identities and ideas in a playful environment that they are free to create and manipulate. However, they soon find that the rules are stacked against them. Restricted design options, severe communication limitations, and fixed architectural constraints mean that the only freedom left is the freedom to choose from a narrow range of provided options. In private cyberspaces like Habbo Hotel, the logic of the market rules out unrestrained many-to-many communications in favour of controlled commercial relationships. The liberating potential of the Internet that was recognized by Rheingold and others has been diminished as the forces of globalized commerce impose their order on the electronic frontier. References “Bad Language.” Habbo Hotel. 2004. Sulake UK Ltd. 15 Apr. 2004 http://www.habbohotel.co.uk/habbo/en/help/safety/badlanguage/>. Barlow, John Perry. “Crime and Puzzlement.” High Noon on the Electronic Frontier: Conceptual Issues in Cyberspace. Ed. Peter Ludlow. Cambridge, Mass.: MIT P, 1996. 459-86. ———. “A Declaration of the Independence of Cyberspace.” 8 Feb. 1996. 3 July 2004 http://www.eff.org/~barlow/Declaration-Final.html>. Galloway, Alexander R. Protocol: How Control Exists after Decentralization. Cambridge, Mass.: MIT P, 2004. “Habbo Company Profile.” Habbo Hotel. 2002. Habbo Ltd. 20 Jan. 2003 http://www.habbogroup.com>. “The Habbo Way.” Habbo Hotel. 2004. Sulake UK Ltd. 15 Apr. 2004 http://www.habbohotel.co.uk/habbo/en/help/safety/habboway/>. Landry, Charles. The Creative City: A Toolkit for Urban Innovators. London: Earthscan, 2000. Lessig, Lawrence. The Future of Ideas: The Fate of the Commons in a Connected World. New York: Random, 2001. Novak, Marcos. “Liquid Architecture in Cyberspace.” Cyberspace: First Steps. Ed. Michael Benedikt. Cambridge, Mass.: MIT P, 1991. 225-54. Oldenburg, Ray. The Great Good Place: Cafés, Coffee Shops, Community Centers, Beauty Parlors, General Stores, Bars, Hangouts and How They Get You through the Day. New York: Paragon, 1989. Rheingold, Howard. The Virtual Community: Homesteading on the Electronic Frontier. New York: Harper, 1993. ———. The Virtual Community: Homesteading on the Electronic Frontier. Rev. ed. Cambridge, Mass.: MIT P, 2000. Robins, Kevin. “Cyberspace and the World We Live In.” The Cybercultures Reader. Eds. David Bell and Barbara M. Kennedy. London: Routledge, 2000. 77-95. Schiller, Dan. Digital Capitalism: Networking the Global Market System. Cambridge, Mass.: MIT P, 1999. Schiller, Herbert I. Culture Inc.: The Corporate Takeover of Public Expression. New York: Oxford UP, 1991. Sennett, Richard. The Uses of Disorder: Personal Identity & City Life. New York: Vintage, 1970. Shalit, Ruth. “Welcome to the Habbo Hotel.” mpulse Magazine. Mar. 2002. Hewlett-Packard. 1 Apr. 2004 http://www.cooltown.com/cooltown/mpulse/0302-habbo.asp>. “Strong Growth in Sulake’s Revenues and Profit – Habbo Hotel Online Game Will Launch in the US in September.” 3 Sept. 2004. Sulake. Sulake Corp. 9 Jan. 2005 http://www.sulake.com/>. Turkle, Sherry. Life on the Screen: Identity in the Age of the Internet. New York: Simon, 1997. Citation reference for this article MLA Style McGuire, Mark. "Ordered Communities." M/C Journal 7.6 (2005). echo date('d M. Y'); ?> <http://journal.media-culture.org.au/0501/06-mcguire.php>. APA Style McGuire, M. (Jan. 2005) "Ordered Communities," M/C Journal, 7(6). Retrieved echo date('d M. Y'); ?> from <http://journal.media-culture.org.au/0501/06-mcguire.php>.

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

Al Gore brought climate change into … our living rooms. … The 2008 oil price hikes [and the global financial crisis] awakened the world to potential economic hardship in a rapidly urbanising world where the petrol-driven automobile is still king. (Mouritz 47) Six hundred million cars (Urry, “Climate Change” 265) traverse the world’s roads, or sit idly in garages and clogging city streets. The West’s economic progress has been built in part around the success of the automotive industry, where the private car rules the spaces and rhythms of daily life. The problem of “automobile dependence” (Newman and Kenworthy) is often cited as one of the biggest challenges facing countries attempting to combat anthropogenic climate change. Sociologist John Urry has claimed that automobility is an “entire culture” that has re-defined movement in the contemporary world (Urry Mobilities 133). As such, it is the single most significant environmental challenge “because of the intensity of resource use, the production of pollutants and the dominant culture which sustains the major discourses of what constitutes the good life” (Urry Sociology 57-8). Climate change has forced a re-thinking of not only how we produce and dispose of cars, but also how we use them. What might a society not dominated by the private, petrol-driven car look like? Some of the pre-eminent writers on climate change futures, such as Gwynne Dyer, James Lovelock and John Urry, discuss one possibility that might emerge when oil becomes scarce: societies will descend into civil chaos, “a Hobbesian war of all against all” where “regional warlordism” and the most brutish, barbaric aspects of human nature come to the fore (Urry, “Climate Change” 261). Discussing a post-car society, John Urry also proffers another scenario in his “sociologies of the future:” an Orwellian “digital panopticon” in which other modes of transport, far more suited to a networked society, might emerge on a large scale and, in the long run, “might tip the system” into post-car one before it is too late (Urry, “Climate Change” 261). Amongst the many options he discusses is car sharing. Since its introduction in Germany more than 30 years ago, most of the critical literature has been devoted to the planning, environmental and business innovation aspects of car sharing; however very little has been written on its cultural dimensions. This paper analyses this small but developing trend in many Western countries, but more specifically its emergence in Sydney. The convergence of climate change discourse with that of the global financial crisis has resulted in a focus in the mainstream media, over the last few months, on technologies and practices that might save us money and also help the environment. For instance, a Channel 10 News story in May 2009 focused on the boom in car sharing in Sydney (see: http://www.youtube.com/watch? v=EPTT8vYVXro). Car sharing is an adaptive technology that doesn’t do away with the car altogether, but rather transforms the ways in which cars are used, thought about and promoted. I argue that car sharing provides a challenge to the dominant consumerist model of the privately owned car that has sustained capitalist structures for at least the last 50 years. In addition, through looking at some marketing and promotion tactics of car sharing in Australia, I examine some emerging car sharing subjectivities that both extend and subvert the long-established discourses of the automobile’s flexibility and autonomy to tempt monogamous car buyers into becoming philandering car sharers. Much literature has emerged over the last decade devoted to the ubiquitous phenomenon of automobility. “The car is the literal ‘iron cage’ of modernity, motorised, moving and domestic,” claims Urry (“Connections” 28). Over the course of twentieth century, automobility became “the dominant form of daily movement over much of the planet (dominating even those who do not move by cars)” (Paterson 132). Underpinning Urry’s prolific production of literature is his concept of automobility. This he defines as a complex system of “intersecting assemblages” that is not only about driving cars but the nexus between “production, consumption, machinic complexes, mobility, culture and environmental resource use” (Urry, “Connections” 28). In addition, Matthew Paterson, in his Automobile Politics, asserts that “automobility” should be viewed as everything that makes driving around in a car possible: highways, parking structures and traffic rules (87). While the private car seems an inevitable outcome of a capitalistic, individualistic modern society, much work has gone into the process of naturalising a dominant notion of automobility on drivers’ horizons. Through art, literature, popular music and brand advertising, the car has long been associated with seductive forms of identity, and societies have been built around a hegemonic culture of car ownership and driving as the pre-eminent, modern mode of self-expression. And more than 50 years of a popular Hollywood film genre—road movies—has been devoted to glorifying the car as total freedom, or in its more nihilistic version, “freedom on the road to nowhere” (Corrigan). As Paterson claims, “autonomous mobility of car driving is socially produced … by a range of interventions that have made it possible” (18). One of the main reasons automobility has been so successful, he claims, is through its ability to reproduce capitalist society. It provided a commodity around which a whole set of symbols, images and discourses could be constructed which served to effectively legitimise capitalist society. (30) Once the process is locked-in, it then becomes difficult to reverse as billions of agents have adapted to it and built their lives around “automobility’s strange mixture of co-ercion and flexibility” (Urry, “Climate Change” 266). The Decline of the Car Globally, the greatest recent rupture in the automobile’s meta-narrative of success came about in October 2008 when three CEOs from the major US car firms (General Motors, Ford and Chrysler) begged the United States Senate for emergency loan funds to avoid going bankrupt. To put the economic significance of this into context, Emma Rothschild notes “when the listing of the ‘Fortune 500’ began in 1955, General Motors was the largest American corporation, and it was one of the three largest, measured in revenues, every year until 2007” (Rothschilds, “Can we transform”). Curiously, instead of focusing on the death of the car (industry), as we know it, that this scenario might inevitably herald, much of the media attention focused on the hypocrisy and environmental hubris of the fact that all the CEOs had flown in private luxury jets to Washington. “Couldn’t they have at least jet-pooled?” complained one Democrat Senator (Wutkowski). In their next visit to Washington, most of them drove up in experimental vehicles still in pre-production, including plug-in hybrids. Up until that point no other manufacturing industry had been bailed out in the current financial crisis. Of course it’s not the first time the automobile industries have been given government assistance. The Australian automotive industry has received on-going government subsidies since the 1980s. Most recently, PM Kevin Rudd granted a 6.2 billion dollar ‘green car’ package to Australian automotive manufacturers. His justification to the growing chorus of doubts about the economic legitimacy of such a move was: “Some might say it's not worth trying to have a car industry, that is not my view, it is not the view of the Australian government and it never will be the view of any government which I lead” (The Australian). Amongst the many reasons for the government support of these industries must include the extraordinary interweaving of discourses of nationhood and progress with the success of the car industry. As the last few months reveal, evidently the mantra still prevails of “what’s good for the country is good for GM and vice versa”, as the former CEO of General Motors, Charles “Engine” Wilson, argued back in 1952 (Hirsch). In post-industrial societies like Australia it’s not only the economic aspects of the automotive industries that are criticised. Cars seem to be slowly losing their grip on identity-formation that they managed to maintain throughout “the century of the car” (Gilroy). They are no longer unproblematically associated with progress, freedom, youthfulness and absolute autonomy. The decline and eventual death of the automobile as we know it will be long, arduous and drawn-out. But there are some signs of a post-automobile society emerging, perhaps where cars will still be used but they will not dominate our society, urban space and culture in quite the same way that they have over the last 50 years. Urry discusses six transformations that might ‘tip’ the hegemonic system of automobility into a post-car one. He mentions new fuel systems, new materials for car construction, the de-privatisation of cars, development of communications technologies and integration of networked public transport through smart card technology and systems (Urry, Mobilities 281-284). As Paterson and others have argued, computers and mobile phones have somehow become “more genuine symbols of mobility and in turn progress” than the car (157). As a result, much automobile advertising now intertwines communications technologies with brand to valorise mobility. Car sharing goes some way in not only de-privatising cars but also using smart card technology and networked systems enabling an association with mobility futures. In Automobile Politics Paterson asks, “Is the car fundamentally unsustainable? Can it be greened? Has the car been so naturalised on our mobile horizons that we can’t imagine a society without it?” (27). From a sustainability perspective, one of the biggest problems with cars is still the amount of space devoted to them; highways, garages, car parks. About one-quarter of the land in London and nearly one-half of that in Los Angeles is devoted to car-only environments (Urry, “Connections” 29). In Sydney, it is more like a quarter. We have to reduce the numbers of cars on our roads to make our societies livable (Newman and Kenworthy). Car sharing provokes a re-thinking of urban space. If one quarter of Sydney’s population car shared and we converted this space into green use or local market gardens, then we’d have a radically transformed city. Car sharing, not to be confused with ‘ride sharing’ or ‘car pooling,’ involves a number of people using cars that are parked centrally in dedicated car bays around the inner city. After becoming a member (much like a 6 or 12 monthly gym membership), the cars can be booked (and extended) by the hour via the web or phone. They can then be accessed via a smart card. In Sydney there are 3 car sharing organisations operating: Flexicar (http://www.flexicar.com.au/), CharterDrive (http://www.charterdrive.com.au/) and GoGet (http://www.goget.com.au/).[1] The largest of these, GoGet, has been operating for 6 years and has over 5000 members and 200 cars located predominantly in the inner city suburbs. Anecdotally, GoGet claims its membership is primarily drawn from professionals living in the inner-urban ring. Their motivation for joining is, firstly, the convenience that car sharing provides in a congested, public transport-challenged city like Sydney; secondly, the financial savings derived; and thirdly, members consider the environmental and social benefits axiomatic. [2] The promotion tactics of car sharing seems to reflect this by barely mentioning the environment but focusing on those aspects which link car sharing to futuristic and flexible subjectivities which I outline in the next section. Unlike traditional car rental, the vehicles in car sharing are scattered through local streets in a network allowing local residents and businesses access to the vehicles mostly on foot. One car share vehicle is used by 22-24 members and gets about seven cars off the street (Mehlman 22). With lots of different makes and models of vehicles in each of their fleets, Flexicar’s website claims, “around the corner, around the clock” “Flexicar offers you the freedom of driving your own car without the costs and hassles of owning one,” while GoGet asserts, “like owning a car only better.” Due to the initial lack of interest from government, all the car sharing organisations in Australia are privately owned. This is very different to the situation in Europe where governments grant considerable financial assistance and have often integrated car sharing into pre-existing public transport networks. Urry discusses the spread of car sharing across the Western world: Six hundred plus cities across Europe have developed car-sharing schemes involving 50,000 people (Cervero, 2001). Prototype examples are found such as Liselec in La Rochelle, and in northern California, Berlin and Japan (Motavalli, 2000: 233). In Deptford there is an on-site car pooling service organized by Avis attached to a new housing development, while in Jersey electric hire cars have been introduced by Toyota. (Urry, “Connections” 34) ‘Collaborative Consumption’ and Flexible, Philandering Subjectivities Car sharing shifts the dominant conception of a car from being a ‘commodity’, which people purchase and subsequently identify with, to a ‘service’ or network of vehicles that are collectively used. It does this through breaking down the one car = one person (or one family) ratio with one car instead servicing 20 or more people. One of Paterson’s biggest criticisms concerns car driving as “a form of social exclusion” (44). Car sharing goes some way in subverting the model of hyper-individualism that supports both hegemonic automobility and capitalist structures, whereby the private motorcar produces a “separation of individuals from one another driving in their own private universes with no account for anyone else” (Paterson 90). As a car sharer, the driver has to acknowledge that this is not their private domain, and the car no longer becomes an extension of their living room or bedroom, as is noted in much literature around car cultures (Morris, Sheller, Simpson). There are a community of people using the car, so the driver needs to be attentive to things like keeping the car clean and bringing it back on time so another person can use it. So while car sharing may change the affective relationship and self-identification with the vehicle itself, it doesn’t necessarily change the phenomenological dimensions of car driving, such as the nostalgic pleasure of driving on the open road, or perhaps more realistically in Sydney, the frustration of being caught in a traffic jam. However, the fact the driver doesn’t own the vehicle does alter their relationship to the space and the commodity in a literal as well as a figurative way. Like car ownership, evidently car sharing also produces its own set of limitations on freedom and convenience. That mobility and car ownership equals freedom—the ‘freedom to drive’—is one imaginary which car firms were able to successfully manipulate and perpetuate throughout the twentieth century. However, car sharing also attaches itself to the same discourses of freedom and pervasive individualism and then thwarts them. For instance, GoGet in Sydney have run numerous marketing campaigns that attempt to contest several ‘self-evident truths’ about automobility. One is flexibility. Flexibility (and associated convenience) was one thing that ownership of a car in the late twentieth century was firmly able to affiliate itself with. However, car ownership is now more often associated with being expensive, a hassle and a long-term commitment, through things like buying, licensing, service and maintenance, cleaning, fuelling, parking permits, etc. Cars have also long been linked with sexuality. When in the 1970s financial challenges to the car were coming as a result of the oil shocks, Chair of General Motors, James Roche stated that, “America’s romance with the car is not over. Instead it has blossomed into a marriage” (Rothschilds, Paradise Lost). In one marketing campaign GoGet asked, ‘Why buy a car when all you need is a one night stand?’, implying that owning a car is much like a monogamous relationship that engenders particular commitments and responsibilities, whereas car sharing can just be a ‘flirtation’ or a ‘one night stand’ and you don’t have to come back if you find it a hassle. Car sharing produces a philandering subjectivity that gives individuals the freedom to have lots of different types of cars, and therefore relationships with each of them: I can be a Mini Cooper driver one day and a Falcon driver the next. This disrupts the whole kind of identification with one type of car that ownership encourages. It also breaks down a stalwart of capitalism—brand loyalty to a particular make of car with models changing throughout a person’s lifetime. Car sharing engenders far more fluid types of subjectivities as opposed to those rigid identities associated with ownership of one car. Car sharing can also be regarded as part of an emerging phenomenon of what Rachel Botsman and Roo Rogers have called “collaborative consumption”—when a community gets together “through organized sharing, swapping, bartering, trading, gifting and renting to get the same pleasures of ownership with reduced personal cost and burden, and lower environmental impact” (www.collaborativeconsumption.com). As Urry has stated, these developments indicate a gradual transformation in current economic structures from ownership to access, as shown more generally by many services offered and accessed via the web (Urry Mobilities 283). Rogers and Botsman maintain that this has come about through the “convergence of online social networks increasing cost consciousness and environmental necessity." In the future we could predict an increasing shift to payment to ‘access’ for mobility services, rather than the outright private ownerships of vehicles (Urry, “Connections”). Networked-Subjectivities or a ‘Digital Panopticon’? Cars, no longer able on their own to signify progress in either technical or social terms, attain their symbolic value through their connection to other, now more prevalently ‘progressive’ technologies. (Paterson 155) The term ‘digital panopticon’ has often been used to describe a dystopian world of virtual surveillance through such things as web-enabled social networking sites where much information is public, or alternatively, for example, the traffic surveillance system in London whereby the public can be constantly scrutinised through the centrally monitored cameras that track people’s/vehicle’s movements on city streets. In his “sociologies of the future,” Urry maintains that one thing which might save us from descending into post-car civil chaos is a system governed by a “digital panopticon” mobility system. This would be governed by a nexus system “that orders, regulates, tracks and relatively soon would ‘drive’ each vehicle and monitor each driver/passenger” (Urry, “Connections” 33). The transformation of mobile technologies over the last decade has made car sharing, as a viable business model, possible. Through car sharing’s exploitation of an online booking system, and cars that can be tracked, monitored and traced, the seeds of a mobile “networked-subjectivity” are emerging. But it’s not just the technology people are embracing; a cultural shift is occurring in the way that people understand mobility, their own subjectivity, and more importantly, the role of cars. NETT Magazine did a feature on car sharing, and advertised it on their front cover as “GoGet’s web and mobile challenge to car owners” (May 2009). Car sharing seems to be able to tap into more contemporary understandings of what mobility and flexibility might mean in the twenty-first century. In their marketing and promotion tactics, car sharing organisations often discursively exploit science fiction terminology and generate a subjectivity much more dependent on networks and accessibility (158). In the suburbs people park their cars in garages. In car sharing, the vehicles are parked not in car bays or car parks, but in publically accessible ‘pods’, which promotes a futuristic, sci-fi experience. Even the phenomenological dimensions of swiping a smart card over the front of the windscreen to open the car engender a transformation in access to the car, instead of through a key. This is service-technology of the future while those stuck in car ownership are from the old economy and the “century of the car” (Gilroy). The connections between car sharing and the mobile phone and other communications technologies are part of the notion of a networked, accessible vehicle. However, the more problematic side to this is the car under surveillance. Nic Lowe, of his car sharing organisation GoGet says, “Because you’re tagged on and we know it’s you, you are able to drive the car… every event you do is logged, so we know what time you turned the key, what time you turned it off and we know how far you drove … if a car is lost we can sound the horn to disable it remotely to prevent theft. We can track how fast you were going and even how fast you accelerated … track the kilometres for billing purposes and even find out when people are using the car when they shouldn’t be” (Mehlman 27). The possibility with the GPS technology installed in the car is being able to monitor speeds at which people drive, thereby fining then every minute spent going over the speed limit. While this conjures up the notion of the car under surveillance, it is also a much less bleaker scenario than “a Hobbesian war of all against all”. Conclusion: “Hundreds of Cars, No Garage” The prospect of climate change is provoking innovation at a whole range of levels, as well as providing a re-thinking of how we use taken-for-granted technologies. Sometime this century the one tonne, privately owned, petrol-driven car will become an artefact, much like Sydney trams did last century. At this point in time, car sharing can be regarded as an emerging transitional technology to a post-car society that provides a challenge to hegemonic automobile culture. It is evidently not a radical departure from the car’s vast machinic complex and still remains a part of what Urry calls the “system of automobility”. From a pro-car perspective, its networked surveillance places constraints on the free agency of the car, while for those of the deep green variety it is, no doubt, a compromise. Nevertheless, it provides a starting point for re-thinking the foundations of the privately-owned car. While Urry makes an important point in relation to a society moving from ownership to access, he doesn’t take into account the cultural shifts occurring that are enabling car sharing to be attractive to prospective members: the notion of networked subjectivities, the discursive constructs used to establish car sharing as a thing of the future with pods and smart cards instead of garages and keys. If car sharing became mainstream it could have radical environmental impacts on things like urban space and pollution, as well as the dominant culture of “automobile dependence” (Newman and Kenworthy), as Australia attempts to move to a low carbon economy. Notes [1] My partner Bruce Jeffreys, together with Nic Lowe, founded Newtown Car Share in 2002, which is now called GoGet. 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The story of Barbie is a tapestry woven with threads of cultural significance, societal shifts, and corporate narratives. It’s a tale that encapsulates the evolution of American post-war capitalism, mirroring the changing tides of social norms, aspirations, and identities. Barbie’s journey from Germany to Los Angeles, along the way becoming a global icon, is a testament to the power of Ruth Handler’s vision and Barbie’s marketing. Barbie embodies and reflects the rise of mass consumption and the early days of television advertising, where one doll could become a household name and shape the dreams of children worldwide. The controversies and criticisms surrounding Barbie – from promoting a ‘thin ideal’ to perpetuating gender and racial stereotypes – highlight the complexities of representation in popular culture. Yet, Barbie’s enduring message, “You can be anything”, continues to inspire and empower, even as it evolves to embrace a more inclusive and diverse portrayals of power, beauty, and potential. Barbie’s story is not just about a doll; it’s about the aspirations she represents, the societal changes she’s witnessed, and the ongoing conversation about her impact on gender roles, body image, and consumer culture. It’s a narrative that continues to unfold, as Barbie adapts to the times and remains a symbol of possibility. Barbie: A Popular Culture Icon “It is impossible to conceive of the toy industry as being anything other than dependent on a popular culture which shapes and structures the meanings carried by toys” (Fleming 40). The relationship between toys and popular culture is symbiotic. While popular culture influences the creation of toys, toys also contribute to the spread and longevity of cultural icons and narratives. Today, one of the most influential, popular, and contested toys of the twentieth century is Mattel’s Barbie doll. Her launch at the New York Toy Fair on 9 March 1959 by Mattel co-founder Ruth Handler was a game-changer in the toy industry. Her adult appearance, symbolised by her fashionable swimsuit and ponytail, was a bold move by Mattel. Despite the doubts from the toy industry which thought nobody would want to play with a doll that had breasts (Tamkin) and Mattel’s skepticism of its commercial success (Westenhouser 14), Barbie was a success, selling over 350,000 units in her first year, and she quickly became an iconic figure, paving the way for other male and female adult dolls. For the first time in mid-century America, Barbie meant children could play with a doll that looked like a woman, not a little girl or a baby. In a 1965 interview, Ruth Handler argued that American girls needed a doll with a “teen-age figure and a lot of glorious, imaginative, high-fashion clothes” (cited in Giacomin and Lubinski 3). In a 1993 interview, Handler said it was “important that Barbie allowed play situations that little girls could project themselves into … to imagine, pretend and to fantasize”. Hence Ruth Handler’s Barbie could be an “avatar for girls to project their dreams onto” (Southwell). Barbie hit the market with a “sassy ponytail, heavy eyeliner, a healthy dose of side-eye and a distinctly adult body” (Blackmore). Her arched eyebrows were matched with a coy sideways glance reflecting her sexual origins (Thong). Mattel did not reveal that Ruth Handler’s Barbie was inspired by a German novelty men’s toy, Bild Lilli, which Handler had purchased on a European holiday in 1955. Mattel fought several lawsuits and eventually secured the rights to Bild Lilli in 1964, which required the German maker of the Bild Lilli doll to not make her again. Barbie dolls, both blonde and brunette, changed little until 1967, when Mattel launch the ‘new’ Barbie doll which is the foundation for today’s Stereotypical Barbie. The same size as the original, thanks to Mattel engineer Jack Ryan she could twist and turn at the waist. Her facial features were softened, she had ‘real’ eyelashes’ and took on an ‘outdoor look’. The new 1967 version of Barbie originally retailed for US$3.00. Mattel, assuming consumers may not want to buy a new Barbie when they already had one, offered buyers the new Barbie at US$1.50 if they traded in their old 1950s Barbie. The television advertising campaign for the new Barbie featured Maureen McMormick (who would go on to play Marcia Brady in the TV series The Brady Bunch from 1969 to 1974). The original #1 Barbie today sells for over US$25,000 (Reinhard). The most expensive Barbie sold to date was a Stefano Canturi-designed Barbie that sold in 2010 for US$302,500 at Christies in New York (Clarendon). Barbie has been described as “the most successful doll in history”, “the most popular toy in history”, the “empress of fashion dolls” (Rogers 86), the “most famous doll in the world” (Ferorelli), the biggest-selling fashion doll in history (Green and Gellene), and is one if the world’s “most commercially successful toys” (Fleming 41). Barbie is both “idealistic and materialistic” and characterises an “American fantasy” (Tamkin). More so, she is a popular culture icon and “a unique indicator of women’s history” (Vander Bent). The inclusion of Barbie in America’s twentieth-century Time Capsule “cemented her status as a true American icon” (Ford), as did Andy Warhol when he iconised Barbie in his 1968 painting of her (Moore). During the 1950s and 1960s, Barbie’s name was licenced to over 100 companies; while a strategic move that expanded Barbie’s brand presence, it also provided Mattel with substantial royalty payments for decades. This approach helped solidify Barbie’s status as a cultural icon and enabled her to become a lucrative asset for Mattel (Rogers). Sixty-five years later, Barbie has 99% global brand awareness. In 2021, Mattel shipped more than 86 million Barbies globally, manufacturing 164 Barbies a minute (Tomkins). In 2022, Barbie generated gross sales of US$1.49 billion (Statista 2023). With this fiscal longevity and brand recognition, the success of the Barbie film is not surprising. The 2023 film, directed by Greta Gerwig and starring Australian Margot Robbie as Barbie and Canadian Ryan Gosling as Ken, as of March 2024 has a global box office revenue of US$1.45 billion, making it the 14th most successful movie of all time and the most successful movie directed by a woman (Statista 2024). Contested Barbie Despite her popularity, Barbie has been the subject of controversy. Original Barbie’s proportions have been criticised for promoting an unrealistic body image (Thong). Barbie’s appearance has received numerous critiques for “representing an unrealistic beauty standard through its former limited skin tone and hair combination” (Lopez). The original Barbie’s measurements, if scaled to life-size, would mean Barbie is unusually tall and has a slim figure, with a height of 5 feet 9 inches, a waist of just 18 inches, and hips of approximately 33 inches. Her bust would measure around 32 inches with an under-bust of 22 inches, and her shoulder width would be approximately 28 inches. Original Barbie’s legs, which are proportionally longer than an average human’s, would make up more than half her height (Thong). A 1996 Australian study scaled Barbie and Ken to adult sizes and compared this with the physical proportions of a range of women and men. They found that the likelihood of finding a man of comparable shape to Ken was 1 in 50. Barbie was more problematic. The chance of a woman being the same proportion as Barbie was 1 in 100,000 (Norton et al. 287). In 2011, The Huffington Post’s Galia Slayen built a life-sized Barbie based on Barbie’s body measurements for National Eating Disorder Awareness Week. Slayen concluded that “if Barbie was a real woman, she’d have to walk on all fours due to her proportions”. One report found that if Barbie’s measurements were those of a real woman her “bones would be so frail, it would be impossible for her to walk, and she would only have half a liver” (Golgowski). A 2006 study found that Barbie is a “possible cause” for young girls’ “body dissatisfaction”. In this study, 162 girls from age 5 to 8 were exposed to images of a thin doll (Barbie), a plus-size doll (US doll Emme, size 16), or no doll, and then completed assessments of body image. Girls exposed to Barbie reported “lower body esteem and greater desire for a thinner body shape than girls in the other exposure conditions”. The study concluded that “early exposure to dolls epitomizing an unrealistically thin body ideal may damage girls' body image, which would contribute to an increased risk of disordered eating and weight cycling” (Dittman and Halliwell 283). Another study in 2016 found that “exposure to Barbie” led to “higher thin-ideal internalization”, but found that Barbie had no “impact on body esteem or body dissatisfaction” (Rice et al. 142). In response to such criticism, Mattel slowly introduced a variety of Barbie dolls with more diverse body types, including tall, petite, and curvy models (Tamkin). These changes aim to reflect a broader range of beauty standards and promote a more positive body image. Barbie has always had to accommodate social norms. For this reason, Barbie always must have underpants, and has no nipples. One of the reasons why Ruth Handler’s husband Elliott (also a co-founder of Mattel) was initially against producing the Barbie doll was that she had breasts, reportedly saying mothers would not buy their daughters a doll with breasts (Gerber). Margot Robbie, on playing Barbie, told one news outlet that while Barbie is “sexualized”, she “should never be sexy” (Aguirre). Early prototypes of Barbie made in Japan in the 1950s sexualised her body, leaving her to look like a prostitute. In response, Mattel hired film make-up artist Bud Westmore to redo Barbie’s face and hair with a softer look. Mattel also removed the nipples from the prototypes (Gerber). Barbie’s body and fashion have always seemed to “replicate history and show what was what was happening at the time” (Mowbray), and they also reflect how the female body is continually surveilled. Feminists have had a long history of criticism of Barbie, particularly her projection of the thin ideal. At the 1970 New York Women’s Strike for Equality, feminists shouted “I am not a Barbie doll!” Such debates exemplify the role and impact of toys in shaping and reforming societal norms and expectations. Even the more recent debates regarding the 2023 Barbie film show that Barbie is still a “lightning rod for the messy, knotty contradictions of feminism, sexism, misogyny and body image” (Chappet). Decades of criticism about Barbie, her meaning and influence, have left some to ask “Is Barbie a feminist icon, or a doll which props up the patriarchy?” Of course, she’s both, because “like all real women, Barbie has always been expected to conform to impossible standards” (Chappet). Diversifying Barbie Over the decades Mattel has slowly changed Barbie’s body, including early versions of a black Barbie-like dolls in the 1960s and 1970s such as Francie, Christie, Julia, and Cara. However, it was not until 1980 that Mattel introduced the first black Barbie. African American fashion designer Kitty Black-Perkins, who worked for Mattel from 1971, was the principal designer for black Barbie, saying that “there was a need for the little Black girl to really have something she could play with that looked like her” (cited in Lafond). Black Barbie was marketed as She’s black! She’s beautiful! She’s dynamite! The following year, Asian Barbie was introduced. She was criticised for her nondescript country of origin and dressed in an “outfit that was a mishmash of Chinese, Korean and Japanese ethnic costumes” (Wong). More recently, the Asian Barbies were again criticised for portraying stereotypes, with a recent Asian Barbie dressed as a veterinarian caring for pandas, and Asian violinist Barbie with accompanying violin props, reflecting typical stereotypes of Asians in the US (Wong). In 2016, Mattel introduced a range of Barbie and Ken dolls with seven body types, including more curvy body shapes, 11 skin tones and 28 hairstyles (Siazon). In 2019, other Barbie body types appeared, with smaller busts, less defined waist, and more defined arms. The 2019 range also included Barbies with permanent physical disabilities, one using a wheelchair and one with a prosthetic leg (Siazon). Wheelchair Barbie comes with a wheelchair, and her body has 22 joints for body movement while sitting in the wheelchair. The Prosthetic Barbie comes with a prosthetic leg which can be removed, and was made in collaboration with Jordan Reeve, a 13-year-old disability activist born without a left forearm. In 2020, a No Hair Barbie and a Barbie with the skin condition vitiligo were introduced, and in 2022, Hearing Aid Barbie was also launched. In 2022 other changes were made to Barbie’s and Ken’s bodies, with bodies that became fuller figured and Kens with smaller chests and less masculine body shapes (Dolan). Down Syndrome Barbie was released in 2023, designed in collaboration with the US National Down Syndrome Society to ensure accurate representation. By 2024, Barbie dolls come in 35 skin tones, 97 hairstyles, and nine body types (Mattel 2024). Spanning hundreds of iterations, today the Barbie doll is no longer a homogenous, blond-haired, blue-eyed toy, but rather an evolving social phenomenon, adapting with the times and the markets Mattel expands into. With dolls of numerous ethnicities and body types, Barbie has also embraced inclusivity, catering to the plethora of different consumers across the world (Green and Gellene 1989). Career Barbie While not dismissing Barbie’s problematic place in feminist, gender and racial critiques, Barbie has always been a social influencer. Her early years were marked by a variety of makeovers and modernisations, as have recent changes to Barbie’s body, reflecting the changing social norms of the times. Stereotypical Barbie had her first major makeover in 1961, with her ponytail swapped for a short ‘Bubble Bob’ hairstyle inspired by Jackie Kennedy and Marilyn Monroe, reflecting women’s emerging social independence (Foreman). In the early 1970s, Barbie’s original demure face with averted eyes was replaced by a new one that “depicted confidence and a forward-facing gaze” (Vander Bent). Her “soft look” was a departure from the mature image of the original 1959 Barbie (Lafond). The ‘soft look’ on Malibu Barbie with her newly sculpted face featured an open smile for the first time, as well as sun-tanned, make-up free skin and sun-kissed blonde hair. The disappearance of Barbie’s coy, sideways glance and the introduction of forward-looking eyes was a development “welcomed by feminists” (Ford). Barbie’s early makeovers, along with her fashion and accessories, including her homes, cars, and pets, contributed to shaping her image as a fashionable and independent woman. Barbie’s various careers and roles have been used to promote ideas of female empowerment. From astronaut to presidential candidate, Barbie has broken barriers in traditionally male-dominated fields. However, the effectiveness of these efforts in promoting female empowerment is a topic of debate. The post-war period in America saw a significant shift in the pattern of living, with a move from urban areas to the suburbs. This was facilitated by a robust post-war economy, favourable government policies like the GI Bill, and increasing urbanisation. The GI Bill played a crucial role by providing low-interest home loans to veterans, making home ownership accessible to a large segment of the population. It was a significant transformation of the American lifestyle and shaped the country’s socio-economic landscape. It is in this context that Barbie’s first Dreamhouse was introduced in the early 1960s, with its mid-century modern décor, hi-fi stereo, and slim-line furniture. This was at a time when most American women could not get a mortgage. Barbie got her first car in 1962, a peach-colored Austin-Healey 3000 MKII convertible, followed short afterwards by a Porsche 911. She has also owned a pink Jaguar XJS, a pink Mustang, a red Ferrari, and a Corvette. Barbie’s car choices of luxurious convertibles spoke to Barbie’s social and economic success. In 1998, Barbie became a NASCAR driver and also signed up to race in a Ferrari in the Formula 1. Barbie’s ‘I Can Be Anything’ range from 2008 was designed to draw kids playing with the dolls toward ambitious careers; one of those careers was as a race car driver (Southwell). While Barbie’s first job as a baby-sitter was not as glamourous or well-paying as her most of her other over 250 careers, it does reflect the cultural landscape Barbie was living in in the 1960s. Babysitter Barbie (1963) featured Barbie wearing a long, pink-striped skirt with ‘babysitter’ emblasoned along the hem and thick-framed glasses. She came with a baby in a crib, a telephone, bottles of soda, and a book. The book was called How to Lose Weight and had only two words of advice, ‘Don’t Eat’. Even though there was a backlash to the extreme dieting advice, Mattel included the book in the 1965 Slumber Party Barbie. Barbie wore pink silk pajamas with a matching robe and came prepared for her sleepover with toiletries, a mirror, the controversial diet book, and a set of scales permanently set at 110 pounds (approx. 50kg), which caused further backlash (Ford). Barbie’s early careers were those either acceptable or accessible to women of the era, such as the Fashion Designer Barbie (1960), Flight Attendant Barbie (1961), and Nurse Barbie (1962). However, in 1965 Barbie went into space, two years after cosmonaut Valentina Tereshkova became the first woman in space, and four years before the American moon landing. Barbie’s career stagnated in the 1970s, and she spends the decade being sports Barbie, perhaps as a response to her unpopularity among vocal second wave feminists and reflecting the economic downturn of the era. America’s shift to the right in the 1980s saw in the introduction of the Yuppie, the young urban professional who lived in the city, had a high-powered career, and was consumption-driven. More women were entering the workforce than ever before. Barbie also entered the workforce, spending less time doing the passive leisure of her earlier self (Ford). It also signals the beginning of neoliberalism in America, and a shift to individualism and the rise of the free market ethos. In 1985, Day-to-Night Barbie was sold as the first CEO Barbie who “could go from running the boardroom in her pink power suit to a fun night out on the town”. For Mattel she “celebrated the workplace evolution of the era and showed girls they could have it all”. But despite Barbie’s early careers, the focus was on her "emphasized femininity”, meaning that while she was now a career woman, her appearance and demeanor did not reflect her job. Astronaut Barbie (1985) is a good example of Barbie’s ‘emphasised femininity’ in how career Barbies were designed and dressed. Astronaut Barbie is clearly reflecting the fashion and culture trends of the 1980s by going into space in a “shiny, hot pink spacesuit”, comes with a second space outfit, a shiny “peplum miniskirt worn over silver leggings and knee-high pink boots” (Bertschi), and her hair is too big to fit into the helmet. A dark-skinned US Astronaut Barbie was released in 1994, which coincided with the start of the Shuttle-Mir Program, a collaboration between the US and Russia which between 1994 and 1998 would see seven American astronauts spend almost 1,000 days living in orbit with Russian cosmonauts on the Mir space station. Throughout the 1990s, Barbie increasingly takes on careers more typically considered to be male careers. But again, her femininity in design, dressing and packaging takes precedence over her career. Police Officer Barbie (1993), for example, has no gun or handcuffs. Instead, she comes with a "glittery evening dress" to wear to the awards dance where she will get the "Best Police Officer Award for her courageous acts in the community”. Police Office Barbie is pictured on the box "lov[ing] to teach safety tips to children". Barbie thus “feminizes, even maternalises, law enforcement” (Rogers 14). In 1992, Teen Talk Barbie was released. She had a voice box programmed to speak four distinct phrases out of a possible 270. She sold for US$25, and Mattel produced 350,000, expecting its popularity. The phrases included ‘I Love Shopping’ and ‘Math class is tough’. The phrase ‘Math class is tough’ was seen by many as reinforcing harmful stereotypes about girls and math. The National Council of American Teachers of Maths objected, as did the American Association of University Women (NYT 1992). In response to criticisms of the gendered representations of Barbie’s careers, Mattel have more recently featured Barbie in science and technology fields including Paleontologist Barbie (1996 and 2012), Computer Engineer Barbie (2010), Robotics Engineer Barbie (2018), Astrophysicist Barbie (2019), Wildlife Conservationist Barbie, Entomologist Barbie (2019), and Polar Marine Biologist Barbie (all in collaboration with National Geographic), Robotics Engineer Barbie (2018), Zoologist Barbie (2021), and Renewable Energy Barbie (2022), which go some way to providing representations that at least encompass the ideal that ‘Girls Can Do Anything’. Barbie over her lifetime has also taken on swimming, track and field, and has been a gymnast. Barbie was an Olympic gold medallist in the 1970s, with Mattel releasing four Barbie Olympians between 1975 and 1976, arguably cashing in on the 1976 Montreal Olympics. Gold Medal Barbie Doll Skier was dressed in a red, white, and blue ski suit completed with her gold medal. Gold Medal Barbie Doll is an Olympic swimmer wearing a red, white, and blue tricot swimsuit, and again wears an Olympic gold medal around her neck. The doll was also produced as a Canadian Olympian wearing a red and white swimsuit. Gold Medal Barbie Skater looks like Barbie Malibu and is dressed in a long-sleeved, pleated dress in red, white, and blue. The outfit included white ice skates and her gold medal. Mattel also made a Gold Medal P.J. Gymnast Doll who vaulted and somersaulted in a leotard of red, white, and blue tricot. She had a warm-up jacket with white sleeves, red cuffs, white slippers, and a gold medal. Mattel, as part of a licencing agreement with the International Olympic Committee, produced a range of toys for the 2020 Tokyo Olympics. The collection of five Barbies represented the new sports added to the 2020 Olympics: baseball and softball, sport climbing, karate, skateboarding, and surfing. Each Barbie was dressed in a sport-specific uniform and had a gold medal. Barbie Olympic Games Tokyo 2020 Surfer, for example, was dressed in a pink wetsuit top, with an orange surfboard and a Tokyo 2020 jacket. For the 2022 Winter Olympics and Paralympics, Mattel released a new collection of Barbie dolls featuring among others a para-skiing Barbie who sits on adaptive skis and comes with a championship medal (Douglas). As part of Mattel’s 2023 Barbie Career of the Year doll, the Women in Sports Barbie range shows Barbie in leadership roles in the sports industry, as manager, coach, referee, and sport reporter. General Manager Barbie wears a blue-and-white pinstripe suit accessorised with her staff pass and a smartphone. Coach Barbie has a pink megaphone, playbook, and wears a two-piece pink jacket and athletic shorts. Referee Barbie wears a headset and has a whistle. Sports Reporter Barbie wears a purple, geometric-patterned dress and carries a pink tablet and microphone (Jones). Political Barbie Barbie has run for president in every election year since 1992. The first President Barbie came with an American-themed dress for an inaugural ball and a red suit for her duties in the Oval Office. In 2016, Barbie released an all-female presidential ticket campaign set with a president and vice-president doll. The 2000 President Barbie doll wore a blue pantsuit and featured a short bob cut, red lipstick pearl necklace, and a red gown to change into, “presumably for President Barbie’s inaugural ball” (Lafond). This followed the introduction of UNICEF Ambassador Barbie in 1989. She is packaged as a member of the United States Committee for UNICEF (United Nations International Children’s Emergency Fund), which is mandated to provide humanitarian and development aid to children worldwide. Rather problematically, and again with a focus on her femininity rather than the importance of the organisation she represents, she wears a glittery white and blue full length ball gown with star patterning and a red sash. While some proceeds did go to the US Committee for UNICEF, the dressing and packaging featuring an American flag overshadows the career and its philanthropic message. The period signalled the end of the Cold War and was also the year the United States invaded Panama, resulting in a humanitarian disaster when US military forces attacked urban areas in order to overthrow the Noriega administration. Military Barbie Barbie has served in every US military branch (Sicard). Barbie joined the US army in 1989, wearing a female officer’s evening uniform, though with no sense of what she did. While it may be thought Barbie would increase female in interest in a military career, at the time more women were already enlisting that in any other period from the early 1970s to 2012 (Stillwell). Barbie rejoined the army for the 1990-1991 Gulf War, wearing a Desert Combat Uniform and the 101st Airborne "Screaming Eagle" patch, and serving as a medic. Barbie also joined the Air Force in 1990, three years before Jeannie Leavitt became the first female Air Force fighter pilot. Barbie wore a green flight suit and leather jacket, and gold-trimmed flight cap. She was a fighter pilot and in 1994, she joined the USAF aerial demonstration team, The Thunderbirds. Busy in the 1990s, she also enlisted in the US Navy wearing women's Navy whites. Marine Corps Barbie appeared in 1992, wearing service and conduct medals (Stillwell). All of Barbie’s uniforms were approved by the Pentagon (Military Women’s Memorial). The 2000 Paratrooper Barbie Special Edition was released with the packaging declaring “let’s make a support drop with first aid and food boxes”. She was dressed in undefined military attire which includes a helmet, dog tags, parachute, boots, and hairbrush. Barbie’s Influence In 2014, Barbie became a social media influencer with the launch of the @barbiestyle Instagram account, and in 2015, Barbie launched a vlog on YouTube to talk directly to girls about issues they face. The animated series features Barbie discussing a range of topics including depression, bullying, the health benefits of meditation, and how girls have a habit of apologising when they don’t have anything to be sorry about. The Official @Barbie YouTube channel has over eleven million global subscribers and 23 billion minutes of content watched, making Barbie the #1 girls’ brand on YouTube. Barbie apps average more than 7 million monthly active users and the Instagram count boasts over 2 million followers. The 2023 Barbie film really does attest to Barbie’s influence 70 years after her debut. Barbie, as this article has shown, is more than an influencer and more than a doll, if she ever really was only a doll. She is a popular culture icon, regardless of whether we love her or not. Barbie has sometimes been ahead of the game, and sometimes has been problematically represented, but she has always been influential. Her body, race, ability, careers, independence, and political aspirations have spoken different things to those who play with her. She is fiercely defended, strongly criticised, and shirks from neither. She is also liberating, empowering, straight, and queer. As the articles in this issue reflect, Barbie, it seems, really can be anything. Imagining and Interrogating Barbie in Popular Culture The feature article in this issue outlines how Australian Barbie fans in the 1960s expressed their creativity through the designing and making of their own wardrobes for the doll. Through examining articles from the Australian Women’s Weekly, Donna Lee Brien reveals this rich cultural engagement that was partly driven by thrift, and mostly by enjoyment. Eva Boesenberg examines the social and environmental effects of a plastic doll that is positioned as an ecological ambassador. While there is no doubt that climate change is one of our most pressing social issues, Boesenberg questions the motivations behind Barbie’s eco-crusade: is she an apt role-model to teach children the importance of environmental issues, or is this just a case of corporate greenwashing? Emma Caroll Hudson shifts the focus to entertainment, with an exploration of the marketing of the 2023 blockbuster film Barbie. Here she argues that the marketing campaign was highly successful, utilising a multi-faceted approach centred on fan participation. She highlights key components of the campaign to reveal valuable insights into how marketing can foster a cultural phenomenon. Revna Altiok’s article zooms in on the depiction of Ken in the 2023 film, revealing his characterisation to be that of a ‘manic pixie dream boy’ whose lack of identity propels him on a journey to self-discovery. This positioning, argues Altiok, pulls into focus social questions around gender dynamics and how progress can be truly achieved. Rachel Wang turns the spotlight to Asian identity within the Barbie world, revealing how from early iterations a vague ‘Oriental’ Barbie was accompanied by cultural stereotyping. Despite later, more nuanced interpretations of country-specific Asian dolls, problematic features remained embedded. This, Wang argues, positions Asian Barbies as the racial ‘other’. Kaela Joseph, Tanya Cook, and Alena Karkanias’s article examines how the 2023 Barbie film reflects different forms of fandom. Firstly, Joseph interrogates how the Kens’ patriarchal identity is expressed through acts of collective affirmational fandom. Here, individual fans legitimise their positions within the group by mastering and demonstrating their knowledge of popular culture phenomena. Joseph contrasts this with transformational fandom, which is based upon reimagining the source material to create new forms. The transformation of the titular character of the Barbie movie forms the basis of Eli S’s analysis. S examines how the metaphor of ‘unboxing’ the doll provides an avenue through which to understand Barbie’s metamorphosis from constrained doll to aware human as she journeys from the pink plastic Barbie Land to the Real World. Anna Temel turns her critical gaze to how the 2023 film attempts to reposition Barbie’s image away from gender stereotypes to a symbol of feminist empowerment. Director Greta Gerwig, Temel argues, critiques the ‘ideal woman’ and positions Barbie as a vehicle through which contemporary feminism and womanhood can be interrogated. Temel finds that this is not always successfully articulated in the depiction of Barbie in the film. The reading of the Barbie movie’s Barbie Land as an Asexual Utopia is the focus of Anna Maria Broussard’s article. Here Broussard draws the focus to the harmonious community of dolls who live without social expectations of sexuality. Barbie provides a popular culture reflection of the Asexual experience, expressed through Barbie’s rejection of a heteronormative relationship both in Barbie Land and the Real World. Completing this collection is Daisy McManaman’s article interrogating the multiple iterations of the doll’s embodied femininity. Incorporating an ethnographic study of the author’s relationship with the doll, McManaman uncovers that Barbie serves as a site of queer joy and a role model through which to enjoy and explore femininity and gender. These articles have been both intellectually stimulating to edit, and a joy. We hope you enjoy this collection that brings a new academic lens to the popular cultural phenomenon that is Barbie. References Aguirre, Abby. “Barbiemania! Margot Robbie Opens Up about the Movie Everyone’s Waiting For.” Vogue, 24 May 2023. 16 Mar. 2024 <https://www.vogue.com/article/margot-robbie-barbie-summer-cover-2023-interview>. Bertschi, Jenna. “Barbie: An Astronaut for the Ages.” Smithsonian National Air and Space Museum, 18 Jul. 2023. 11 Mar. 2024 <https://airandspace.si.edu/stories/editorial/barbie-astronaut-ages>. Blackmore, Erin. “Barbie’s Secret Sister Was a German Novelty Doll.” History.com, 14 Jul. 2023. 11 mar. 2024 <https://www.history.com/news/barbie-inspiration-bild-lilli>. 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