Journal articles on the topic '150501 Consumer-Oriented Product or Service Development'

In order to make our production and consumption systems more sustainable, there is a need to further explore and support novel business models with higher sustainability potential. Use-oriented product-service systems (u-PSS) are considered a promising alternative to traditional ownership-based business models, as they may result in lower environmental impacts. The presence of u-PSS in consumer goods markets, however, is still small. This is due in part to the nature of the products and lack of consumer acceptance of u-PSS. Lately, however, companies in Sweden have begun offering u-PSS for consumer goods, thereby challenging earlier findings. Understanding about how companies encourage consumers to select u-PSS over ownership-based options is still lacking. We investigate this question by conducting interviews with and analysing websites and publicly available company reports of seven Swedish companies from three consumer goods sectors: clothing, eyewear and furniture. We found that, while consumer barriers to u-PSS found in previous studies—uncertainty and trust, economics and costs and desire to own—persist, tailoring elements of u-PSS business models to different markets, sectors and consumer segments can help address these barriers and ensure u-PSS resonate with consumers. The study also applies the concept of consumer perceived value to show how emphasising different dimensions of value—financial, functional, emotional and social—provided by u-PSS may help increase their acceptance and adoption.

Purpose Using Taiwanese enterprises that produce computer and consumer electronics products as case subjects, this study aims to explore the effective product innovation strategies applied to cope with competition in the global market and develop a competitive advantage. The product design strategies and methods of companies that used different types of innovation strategies were then analyzed. Finally, a mapping framework for product innovation and design strategies was proposed for enterprises in the computer and consumer electronics industry in Taiwan. Design/methodology/approach The two stages of this study were a questionnaire survey and case studies. Stage 1: A questionnaire survey and literature review were performed to explore the innovation strategies used by companies in the Taiwanese computer and consumer electronics industry. The purpose of the literature review was to determine the definitions and content of innovation strategies. Stage 2: Design and R&D managers were interviewed to explore the practical design strategies and approaches to product design in the industry. Findings These four innovation strategies and ways of product design are closely related to the scale, business type and product development conditions in enterprises. Notably, different innovation strategies have different approaches to product design. Generally, product design emphasizes “new experience” in aggressive innovation enterprises, “new value” in market innovation enterprises, “new service” in technical innovation enterprises and “new positioning” in opportunity innovation enterprises. The findings of this study provide a reference for product R&D and design in enterprises. Originality/value In recent years, the global market of computer and consumer electronic products has been fiercely competitive. Therefore, only enterprises that can innovate, respond rapidly and maintain advantages in product design can survive in the market. Hopefully, this case study of companies in the Taiwan computer and consumer electronic industry can provide a reference for product R&D and design. The findings of this study provide a reference for product R&D and design in enterprises, especially the Chinese market.

Doctor Global Ltd began online consulting in April 1999. It was one of the first online medical consulting services in the world. Doctor Global does not derive a significant portion of its income from providing or supervising online consultations via its Website, although experience with enabling them has been important for the development of its core product, a consumer-oriented Web-based electronic medical record.

Purpose The purpose of this paper is to identify key aspects of business model development for sustainable apparel consumption, as actors show an increasing interest in product‒service systems. This purpose should be seen from a retailers’ perspective so as to develop sustainable solutions for long-term survival in the apparel industry when meeting consumer preferences for fashion as well as an increasing interest in consuming less. Further, this is from a perspective in an economy where sharing and circularity are potential drivers for changing consumer patterns. Design/methodology/approach The study is based on the apparel retailer Houdini Sportswear and its business model development from a traditional model of selling sportswear to a more future-oriented model where sustainability is more salient. The data for analysis were collected through interviews with employees within the studied company. The interviews have been guided by overarching themes covering relevant areas of interest for this study. Findings Overall, the paper shows how sustainability can be included in strategic development, from product idea, product development, production and sales/rental to repair, reuse and finally recycling. The paper also highlights potential obstacles in a developed business model with increased sustainability, including technological platforms, distribution networks for collecting and returning products and consumer consumption preferences. There are a few intertwined factors to be considered on different societal levels to achieve long-term success. Originality/value This study contributes an increased understanding of how more sustainable solutions can be included when developing business models. While the manufacture, distribution and consumption of clothes have an impact on the environment, some retailers and producers want to reduce this environmental impact. One alternative is to change the way clothes are consumed, to include more sharing and circularity.

Issues related to customer-oriented strategy are of particular importance, as its development and implementation determines the conditions that meet the needs of consumers with the level and quality of service, as well as economic and social growth of the company as a whole. The article identifies the main provisions and the conception of modern customer-oriented approach of the organization, in which the system-forming factor is the process of interaction between consumer and producer, which will ensure the dominant development of service activities. Thus, research of customer orientation and its estimation characterizes actual aspects: quality of service, loyalty of consumers, and strategic priorities of competitiveness of the enterprises. The presence of any developed component of the company’s customer orientation (service, product quality, customer orientation) does not guarantee the company’s success, as a comprehensive approach is needed. This approach can be implemented by developing a project to increase the company’s customer focus, as the whole problem is fully covered. The foreign and domestic scientists and economists, who paid attention to the issue of customer-oriented management at the enterprise, among them: P. Gamble, M. Stone, N. Woodcock, P. Brown, F. Kotler, I. Mann, A. Rumyantseva, N. Ryabokon, A. Proncheva, A. Panfilov, M. Yakimenko and others, also characterized different approaches to determining customer orientation. They explored general issues such as the impact of customer focus on the competitive advantages of the organization, the concept of customer focus of the enterprise and the problems of its evaluation. The purpose of the article is the development of practical recommendations for the formation of competitive strategy of the enterprise taking into account the peculiarities of modern customer-oriented policy.

The development of information technology promotes instantaneous behavior, high mobility, wide access and ease of trade from electronic commerce. This change is evident from the behavior of adults who are creative, dynamic like new thing, consumer and technology oriented. Problems faced by e-commerceis scam, limited of online payment and the spareof commodity shipping.Based on the study through e-commerce we can arranged the model characteristics of an e-commerce they are: product information, promotion window, customer care/ call center, search enginee, order tracking, membership, partnership, company profile, career, corporate booking service, change/ cancel for order, free shipping, multi-payment /Cash on Delivery/installment, warrantyofreturns.Based on Quality Function Deployment methodology, the technical response must exist in an e-commerce is product discription, providing call center as a concern for the customer, providing testimony space for each product, eliminating shipping costs, expand product choice, providing parts window promotional products, providing product search feature, ensure a guarantee of returns and provide of tracking the order.

Purpose – The impact of service quality on customer satisfaction during detached housing construction in Australia is investigated for a targeted customer – one whose expectations focus on “price and product” and not “service quality”. The purpose of this paper is to see if service quality impacts on customer satisfaction during construction, despite the apparent conflict in expectations. Design/methodology/approach – A detailed single case study methodology is used, focusing on the aforementioned customer as the unit of measure. A longitudinal design is employed by measuring customer satisfaction and service quality “gap scores” at four stages during construction, using a survey instrument adapted from the consumer research literature. This is coupled with qualitative interview data coded into a linked set of definable service incidents. Findings – The study finds that irrespective of having price and product oriented pre-purchase expectations, customer satisfaction is closely related to perceptions of service quality during onsite construction. This only occurs for a selective set of “active” service quality dimensions – especially responsiveness and reliability dimensions. These dimensions appear to be driven by the customer’s underlying level of exposure to both positive and negative service incidents, and the ratio between the two appears to direct the strength and direction of “gap scores”. Once the physical end product materialises, the customer gradually focuses more on the objectivity and realisation this offers, and less on service quality. Originality/value – The paper facilitates theory development in terms of generating testable variables effecting the dynamic relationship between service quality and customer satisfaction, during construction. The approach enables an increased ability to identify and explain how contextual variables, linked to specific customer types, impact on the relationship. The generalisability and validity of the findings are discussed.

The article is devoted to the essence and specifics of such a modern form of trade organization as vending. It has been proven that in the conditions of the COVID-19 pandemic, trade through vending machines acquires special importance as a safe contactless technology of public service. Today, in a pandemic and rapid changes in retail, category and product management is more important than ever. There are significant changes in the activities of trade enterprises due to the fact that the way of thinking of consumers has become different. In response to these unprecedented shifts in consumer demand, retailers need to prioritize effective adaptation to changes in their product range and store space planning. The world experience of vending machines application is researched and the assortment of vending pro-ducts in the world is reviewed. The tendencies of development of vending business in the context of volume and structure of the domestic market are estimated, and also locations of vending machines and regional distribution of vending business in Ukraine are investigated. The analysis of advantages and limitations of domestic vending business under modern conditions is carried out. Prospects for further development of vending in Ukraine in the conditions of the COVID-19 pandemic are also outlined. These types of changes are best done with vending. Management of product categories in vending machines should play a critical role, as responding to changes in consumer demand is a key element of business efficiency. Recently, we have seen large fluctuations in consumer demand, as basic goods, immune boosters, hygiene, anti-virus and safety products are given priority, while luxury goods are relegated to the background. The different types of vending machines can be categorized into product-oriented and serviceoriented machines. Product-oriented vending machines offer both cold and hot food as well as nonfood items. Vending has become a kind of communication language of the new generation between producers and retailers in the field of consumer goods, which allows to meet the needs of consumers in the most efficient way.Keywords: vending, vending machines, vending market, vending operators, contactless technologies, pandemic, COVID-19. У статті визначено сутність та специфіка такої сучасної форми організації торгівлі, як вендинг. Доведено, що за умов пандемії COVID-19 торгівля через торговельні автомати набуває особливої важливості як безпечна безконтактна технологія обслуговування населення. Досліджено світовий досвід застосування вендингових автоматів та зроблено огляд асортименту вендингової продукції в світі. Оцінено тенденції розвитку вендингового бізнесу в розрізі обсягу та структури вітчизняного ринку, а також досліджено місця розташування торгових автоматів та регіональний розподіл вендингового бізнесу в Україні. Проведено аналіз переваг та обмежень вітчизняного вендингового бізнесу за сучасних умов. Також окреслено перспективи подальшого розвитку вендингу в Україні за умов пандемії COVID-19.Ключові cлова: вендинг, торговельні автомати, вендинговий ринок, вендинг-оператори, безконтактні технології, пандемія, COVID-19.

The remanufacturing warranty strategy has become an effective mechanism for reducing consumer risk and stimulating market demand in closed-loop supply chain management. Based on the characteristics of consumers’ behavior of purchase decisions, this paper studies the warranty decision model of remanufacturing closed-loop supply chain under the Stackelberg game model. The present study discussed and compared the decision variables, including remanufacturing product pricing, extended warranty service pricing, warranty period and supply chain system profit. The research shows that consumers’ decision-making significantly affirms the dual marginalization effect of the supply chain system while significantly affecting the supply chain warranty decision; the improved revenue sharing contract and the two charge contracts respectively coordinates the manufacturer-led and retail-oriented closed-loop supply chain system, which effectively implements the Pareto improvement of the closed-loop supply chain system with warranty services. In the present study, the model is verified and analyzed by numerical simulation.

Tourism is very popular due to its growing importance in every sphere of human life. It is considered as a smokeless industry and has grown up very fasten the last few decades. It is a service industry and most sectors of it are labor-intensive and require relatively short training for most of the jobs. It is supported by hotels, airlines, travel and tour and handicrafts industries. The study of marketing helps to fulfill the needs and wants of the consumer or users in a better way. It also helps the service providers to earn sufficient profit through customer satisfaction. In the past, product oriented marketing has helped to increase visitor’s arrival. But in recent years, attention has been shifted from product destination to potential destination visitors. Nepal is a land of natural wonderland cultural mosaic. This small country in South Asia has unlimited possibilities of promoting various kinds of tourism. The only thing lacking is a will and enthusiasm on our part. Looking at the global trend, the competition towards getting the highest share of ever growing tourism industry, it is becoming fiercer and challenging. Now the time has come to improve the socio-economic condition of Nepal through the sustainable development of tourism and categorizing Nepal as one of the best destinations in the world.

The purpose of this study is to identify how importance is human domain knowledge and business data analytics to support modern financial decision. Understanding whether social media narratives could provide a value-add to current customer relationship management practices could be quite valuable. Design/methodology/approach-An analysis of the literature was undertaken and based on an assessment of the literature, conceptual states and pragmatic approaches as well as existing theoretical understandings and frameworks. An explorative case study approach based on Yin’s design will be utilized as a framework as well as a demographic survey to distill even further the characteristics of the sampling from a customer, management and social media user perspective. Furthermore, a customer relationship management framework which would include the adjoining of data analytics and social media narratives will be discussed in context of the research findings. This will help researchers and practitioners more readily explore the shared value framework which the study will be based and contribute to a more fulsome consideration of customer relationship management practice shifts within a technological and social media-oriented age. The contributions of this research will also help reiterate the importance of context in data management as well as the importance of the paradigmatic power shifts reflected in consumer usage of social media, product or service offerings, social consciousness and ethical practice as it relates to the influence of consumer intentions and subsequent purchasing intentions.The purpose of this qualitative exploratory case study was to gain common understandings of how importance is human domain knowledge and business data analytics to support modern financial decision. In order to support reliable and valid research, a purposive sample of customer relations managers, business analysts who have customer relations management (CRM) roles, and customers who utilize social media for the purposes of product or service development was attained.

The value chain represents a detailed outline of the process that a product or service passes from raw materials, production and distribution to the consumer. The aim of this article is that within the analyzed companies in the area of the statistical region of South Serbia determined the dynamics of purchasing and marketing of non-wood forest products (NWFPs), and their value. The purpose of this research is to examine the possibilities for the development of small and medium-sized enterprises (SMEs) towards sustainable use of NWFPs in a part of the territory of South Serbia. The subjects of the research are: purchased and sold quantities in analyzed companies, as well as the prices of these products in the market. The research was conducted in the territory of the dominant Pcinja, and they included 19 companies engaged in purchasing, processing and sale of NTFPs. The purchase of forest raspberries, wild strawberries and blackberries and herbs is represented within the Pcinja District. The highest average annual growth rates were recorded in the sales of products with added value of dog rose (Rosa canina) and cornelian (Cornus mas). Export oriented enterprises in this area are at a low level. The total gross revenue earned by the placement of the selected final NWFPs in the domestic market was about 6,315,710 ?.

The development of the energy economy in Northeastern China is unbalanced. In this paper, some energy structures such as oil, coal, and electricity are chosen as input indexes, while per capita gross domestic product (GDP) and total retail sales of consumer goods are desirable output indexes. The main causes of haze are industrial waste gas emission, industrial wastewater discharge, and solid waste production, which are regarded as undesirable output indexes. Environmental variables include industrial structure, urbanization, per capita GDP, and government planning. The proportion of the tertiary industry’s output value to its total output value is one of the important indexes to measure economic development in one area. Therefore, industrial structure plays a vital role in a region’s economic development. The tertiary industry oriented by service sector is the main force to promote economic transformation. The development of the urban economy will change from high to low as the process of urbanization, which can be characterized by green coverage of the urban built-up area. The higher per capita GDP, the higher the economic development can be achieved. Government planning refers to the total number of construction projects and completed projects in the year the government takes measures to control pollution. It shows that the total factor productivity of energy green efficiency has been stable in the last decades but fluctuated wildly in special periods, in which technical progress has played a great role, as well as the increase of technical efficiency.

This paper outlines some of the background of and constraints facing the emergence of a new industry, focused not on buildings as such but on residential fit-out – the integrated kit-of-parts “behind your front door.” Residential application of the distinction between base building (support) and fit-out (infill), although sharing the same principles as the well-established office building and shopping mall sectors, is particularly important because it affects a very large market whose potential is not yet exploited but is arguably nascent. It is well understood that industrial manufacturing processes – now becoming “product service systems” in the consumer sector – are most effective and dynamic where individual users are directly served, as seen in the automotive and electronics/communications sectors. Construction of base buildings understood as “infrastructures for living” is capable of stimulating the evolution of a fit-out industry that will itself accelerate innovation and distribution of new domestic fit-out services and systems. In general, the creation of a genuine fit-out industry is not a technical or industrial design problem. Material subsystems and components like partitioning, bathroom and kitchen equipment, as well as “plug-and-play” piping and wiring are available or are being invented and approved in regulatory regimes internationally. While some smart products are still needed, the problem now is essentially a business proposition. By shifting to the provision of benefits rather than simply manufacturing products, companies may find a competitive advantage in a sector of the building industry now poised for an innovation leap. In the US and other developed countries, this is particularly compelling given the sustainability agenda, smart growth and increased demand for consumer-oriented production. In this perspective, the trend toward base building architecture allows the building industry to effectively come to terms with new and creative modes of industrial production.

The economic environment has changed from the era of agriculture, industrial and now to an information era. In this information era, intangible assets dominate the environment compared to during industrial era that was mainly dominated by tangible assets. Intangible asset plays an important role in today’s economy with the shift from being an industrialised economy to a high-tech and service-oriented. In Malaysian capital market, there is an upward trend of intangible assets development. Hence, the question of whether the value relevance of intangible assets is properly reflected in financial statements arises. The objective of this study is to examine the value relevance of intangible assets in Malaysia before and after the adoption of FRS 138. This study used a sample of 113 public listed companies from four main sectors namely Industrial Product, Trading services, Consumer Product and Technology. The period under study was divided into two, that is, pre adoption period (2002-2005) and post adoption period (2008-2011) to observe if there were any improvements on the value relevance of intangible assets after the adoption of International Financial Reporting Standards (IFRS). The data was analysed to examine the value relevance of intangible assets in Malaysia before and after the adoption of FRS 138. The finding of this study suggests that intangible assets are value relevant in the pre adoption period but are not value relevant in the post adoption period. This study may contribute to the existing literature on the economic consequences of adopting IFRS and also preliminary indication of the impact of FRS 138 adoption.

The growing complexities in the modern marketing are also generating ample opportunities in the business world and it has become important for the producers of goods and services to tap all such markets where enough untapped potential is available. The dynamic change in the marketing practices and strategies has transformed the marketing environment to a significant extent. To meet the challenge of creation and retention of customers and entry to rural market with good product packages has become need of an hour. On the other hand increased purchasing power of rural customers has attracted the attention of marketers. It requires unique marketing strategy full of client and location oriented involvement of 4A’s. Keeping in view the growth and development of rural markets in India which are contributing significantly in the country’s GDP and contributes more than 50% in the total sales of durable and non durable products. It has become more important to look in to the rural markets with great zeal and enthusiasm. Organizations need to sustain if effective network is available to adopt neo-marketing strategies to tap such markets available in rural and for flung areas where more than 65% population is residing with large untapped consumer potential. For this the role of telecom service providers cannot be overlooked. Present paper is an attempt to overview the concept of rural marketing for which marketing strategy with 4-A approach is applied on BSNL one of the leading telecommunication service provider in rural India and to analyze their various marketing strategies adopted for rural customers.

The article deals with theoretical and economic, social and practical aspects of improving the quality of life as a target criterion for the development of modern Russia. Approved in 2008, "The Concept of Long-Term Social and Economic Development of the Russian Federation for the Period to 2020" contains tasks to achieve high standards of human well-being and social well-being, the formation of a leadership and innovation economy, the expansion of economic freedom and maintenance of social justice, the transition to an innovative socially-oriented type of development. The transition from a resource-resource model of the economy to an innovation requires the development of human potential and the improvement of the quality of life of the population at the level of indicators characteristic of developed countries. In the article, a comparative analysis of the target targets for the development of human potential established by the Concept was carried out, with their actual values published by the Federal Service for State Statistics: the average annual increase in the gross domestic product, the population with cash incomes below the subsistence level, public spending on education, public expenditure on health , the dynamics of the coefficient of funds. The conducted analysis showed that the considered indicators of the development of human potential and the quality of life of the population have not been achieved at present. This is due to unfavorable external and internal factors affecting the Russian economy. The decline in oil prices and the imposition of sanctions against Russia exacerbated structural problems in the economy, which resulted in 2014-2016. to a depreciation of the national currency, an increase in inflation, a decrease in consumer demand, an outflow of capital and a fall in real incomes of the population. Thus, it is necessary to adjust the Concept of Russia's social and economic development taking into account the prevailing macroeconomic situation.

The article examines social investment as an indicator of social responsibility of agribusiness entities. It was found that social investments have a much longer payback period and low profitability compared to investments in other projects, but they expect and expect to also receive a social effect, which is a priority over other expected effects in the process of investing socio-economic activities of agrarian business. It is noted that this socio-economic effect is expressed in gaining consumer loyalty to agricultural products, forming a positive image in terms of high product quality, high level of service, environmentally friendly technologies, environmental protection, strengthening confidence in brands and brands. It is established that due to the socially oriented activities of the agribusiness entity, a favorable social environment is created, which will eventually lead to a stable competitive position in domestic and global markets. By choosing socially responsible behavior, the agribusiness entity feels a significant advantage in the market compared to other producers: expanding marketing niches, promoting goods or services, winning new customers, and strengthening relationships with partners, attracting new investors and more. The importance of the socio-economic component of investment is emphasized, as the social measures generate additional income by increasing sales and increasing the competitiveness of agricultural businesses. Social investments in the agricultural sector are implemented in the form of social programs and projects. Today, agricultural businesses are implementing social programs, in most cases, to create favorable conditions for the development of labor, which reduces social risks, especially in depressed areas and local oppressed areas. Socially responsible agribusiness entities define social development programs as a tool to reduce the asymmetry between financial interests and social development requirements, balancing the balance between fulfilling the business's objective function of increasing market value and increasing competitiveness, and solving socio-economic problems. Keywords: social responsibility, social investments, agrarian business entities, socio-economic component of investments.

This research paper analyzes the developing effect that the European Union’s (EU) recently developed General Data Protection Regulation (GDPR) will have on the marketing strategies of firms that rely on big data. Big data is identified as consisting of data and data analytics involving a huge volume of data, a diverse variety of data, and a high velocity of data capture and collection. This analysis begins with some discussion of the concept of big data and follows this up with overviews of both the GDPR and big data use in the marketplace. The EU replaced its older Data Protection Directive or DPD with the GDPR. The GDPR consists of a series of chapters and articles that require, among other things, consent to collect and store data, the anonymization of data, announcement in 72 hours of a data breach, provision of encryption and the identification of a Data Protection Officer. Marketing and the marketing function can implement emergent technologies that augment big data and its analysis while simultaneously achieving compliance with regulatory frameworks like the GDPR. These marketing related solutions are those such as blockchain marketing applications like Brave Browser and Blockstack among others. The report also examines the way in which enterprises use big data in their marketing strategies and how they are affected by it now that it has come into effect. Some of the more marketing-oriented uses and applications of big data are found in sophisticated loyalty programs, demand forecasting and customization either of experience or product/service. This study also offers some final recommendations related to GDPR compliant marketing strategies. These include the development of a comprehensive program to purchase consumer data directly from consumers and the introduction of blockchain as a means to facilitate a smoother transition to GDPR compliance.

Aim of the article. The Internet of Things (IoT) is an integral part of the modern Internet. Numerous publications concerning IoT business models (BM) mainly focus on an analysis of the specificity acquired by components of traditional BM templates when used in IoT. BM components, such as the value creation or revenue model, are declared to be IOT business models in general, what leads to a huge number of proposed BM variants actually being just the ways of implementing certain BM components; feasibility and efficiency of combining different realizations of BM components is not investigated. The article aims to systematize the IoT BM, analyse the content of the BM components and identify the effective options for their implementation. Analyses results. The approach to IoT BM design is radically different from that of traditional BM due to the fundamental differences in value creation. The main innovative element of the IoT BM is the digital service supplied by IoT devices. This provides the possibility to consider the IoT business models as a kind of PSS models but requires taking into account the digital nature of IoT services and incorporating models developed for software and cloud technologies. There is a lot of approaches to building the IoT business models, but it is difficult to give preference to any of them. Approaches relying on modified BMC templates and S. Turber / O. Vermasan's three-dimensional model based on a combination of the Magic Triangle and St. Galen's Navigator with the architecture of IoT seem to be the most instrumental. At the same time, when forming a business model at the level of a single actor in the IoT ecosystem, the BMC looks more attractive, while the Turber / Vermasan three-dimensional model is more useful at the ecosystem level. In order to build a business model of IoT, one needs to understand the structure of the IoT device and its ability to provide various services. The functionality of the IoT device directly affects the value component of the BM. At the same time it is necessary to distinguish between the value creation model, the content of the value proposition and the revenue model. The value model is supposed to reflect the structure of the process of value creation and consumption. The value proposition identifies functions performed by the particular proposal to satisfy a particular consumer need. This means that the content of the value proposition must reflect the state of satisfaction of this need and its change as a result of the consumption of the value. Proposed functions are to be based on the loT technological capabilities. The highlighted effecient value propositions, such as Remote Usage and Condition Monitoring, Compliance Monitoring, Preventative Maintenance, Remote Diagnostics, Automated Inventory Replenishment, Information as a Service etc. consider the specific requirements of IoT to the value propositions. The implementation of each proposition is supported by the basic functions of the IoT sensors, which are provided by different types of devices. These value propositions can be implemented within the framework of certain value creation models. On the basis of analysis of numerous publications, 20 typical models of value creation in the IoT BM (Physical Freemium, (Digital) Add-on, Product-as-a-Service, Hardware as a Service, Digital Lock-in, Usage-Based Consumption, Value Co-creation, Performance-as-a-Product, Solution-oriented Model, Product Sharing, Product as Point of Sales, Costs Savings Sharing, Razor and Blades, Object Self Service, Revenue Sharing, Asset Sharing, Data as a Service, Offer a Service, Smart Product as Add-on, White Label), were identified. The possibility of combining them with different revenue models was investigated and the most effective combinations were revealed. The IoT BM employ a variety of revenue models and their combinations, the common feature of which is that at least one of the models in a combination of revenue models is based on permanent or recurring revenue. The development of the IoT BM starts with the identification of the need to be satisfied by the value proposition and of the extent to which the value is capable of satisfying this need, which requires the identification of the current and expected state of need satisfaction and actions to be taken to change this state, i.e. the type and functions of the IoT device to support these actions. Once the necessary type of device functions has been determined, the type of IoT sensor can be selected. After defining the concept of a value proposition, it is possible to develop value and revenue models compatible with the chosen proposal, to identify key resources and partners, ways to promote the product and communicate with the customer. Crowdfunding seems to be a promising way for Ukrainian start-ups to obtain initial resources, and when creating value, in addition to the already widely used models of Digital ADD-on, Usage-based Consumption and Value Co-creation, it is worth considering the "White Label" and "Revenue Sharing" models, which can simplify access to the increasingly saturated market of IoT services for end users. Conclusions and directions for further research. The development of IoT BM should be based on an analysis of the entire life cycle of the product and service provided by the smart device. The BM development should start from identifying the need to be met by the value proposition. The importance of the analysis of the state of satisfaction and other characteristics of this need determines the expediency of introducing the need component, described by a set of specific attributes, into the BM templates. These attributes' values, together with the participant resources, provide the basis for the content of the value proposition and affect the revenue model choice. The chosen revenue model has to comply with the value proposition, value model and the functionality of the IoT device. The IoT business model is to be dynamic and evolve towards increased capitalisation of information value, from the "Digital Add-on as a Service" or "Product as a Service" models to the "Performance as a Service", "Data/Information as a Service" and "Answer (Solution) as a Service" models. Successful participants in the IoT ecosystem can simultaneously apply a system of mutually agreed business models targeting different user segments. The IoT business model reflects the entire IoT ecosystem; accordingly, the formation and implementation of IoT business models in Ukraine should take into account the specifics of the national business ecosystem with the widest possible involvement of stable resources (in particular, IoT platforms) beyond the ecosystem of the Ukrainian segment of IoT. Keywords: Internet of Things (IoT), business model, IoT sensor, value proposition, revenue model.

The Ukrainian market of graphic design, which belongs to the sphere of creative industries, demonstrates high rates of development. The derivative nature of commercial demand for graphic design services, including professional design services, is determined by the dominance of video content in the network, the introduction of innovative technologies through digitalization of virtual space in the formation of social media feeds, loyal attitude of the target audience to integrate advertising, personalized and relevant offer active development of stock image, video and music platforms. The total amount of taxes paid by the design industry during 2016-2018 amounted to UAH 259 million. In 2019-2020, the amount of taxes paid by this sector will increase one and a half to two times a year. The individualization of advertising appeals has led to the need for in-depth study of the content and characteristics of attributes and values of goods that influence consumer purchasing decisions by marketers, designers and other professionals in related fields. A separate area of research is to study the impact of the psychology of design decisions on increasing the loyalty of end users and increase sales of companies in the sector. The application of a customer-oriented approach in the Ukrainian graphic design sector actualizes the identification of the tasks facing design from the standpoint of marketing approach. The aim of the study is to present the results of the study on the impact of psychological aspects of design decisions on the effectiveness of customer companies through such marketing tools as increasing brand awareness, increasing loyalty of end users, deepening interaction with content, feedback and more. Graphic design is an integral part of industrial and trade policy, as well as one of the marketing tools used in the process of product creation and customer service, pricing, advertising, branding, merchandising and more. The main tasks of design stem from the mastery of basic psychological principles in creating the concept of design (von Restorf effect, Gestalt principles, visceral reaction, color psychology, psychology of form, double coding theory, cognitive load theory). The expansion of marketing areas of design in the practice of service providers has led in the largest cities of Ukraine to the formation of sustainable design communities, the beginning of professional design activities, the introduction of niche publications, public procurement and more. As a result, there is an increase in the capacity of the design market – the total cost of procurement of design services for the period 2016 – by August 2019 increased to UAH 62 million. It has been established that the biggest competitors in the market of graphic design of Ukraine are now the design agency «MUZIKA.UA», graphic design studio SHANKA; Bypaul design studio; BRANDME; Wezom; Marat and Abordazh. On the example of projects of the agency «MUZIKA.UA», a leader in the design market, analyzed the effectiveness of design decisions in terms of: brand awareness, by measuring the average website traffic, levels of interaction with content, sales growth and market share due to design solutions per month. Based on the study of the economic situation in the design market of Ukraine, the practical involvement in the market of graphic design of one of the authors allowed to identify the main problems of market development. By identifying the main problems of the development of the graphic design market, directions for solving problems have been formed and proposed for practical use. The intensification of intra-industry competition requires a study of the levels of concentration in the target markets of graphic design, taking into account the risks of marketing and financial activities, which should be the subject of a separate study.

ABSTRAK Halal fashion saat ini menjadi salah satu sektor yang diminati konsumen di Indonesia. Mayoritas penduduk Indonesia yang merupakan muslim menjadikan pangsa pasar industri fashion Muslim sangat besar. Permintaan produk fashion muslim semakin tinggi karena kesadaran perempuan Muslim dalam menutup aurat juga sudah tinggi. Apalagi, konsumen saat ini suka melihat fashion influencer di sosial media seperti Instagram. Serta penggunakan content marketing yang menarik juga mempengaruhi konsumen untuk membeli sebuah produk. Penjualan produk fashion muslim semakin mudah diakses konsumen dengan andanya media digital untuk melihat dan bertransaksi. Tujuan penelitian ini adalah untuk melihat pengaruh pendukung selebriti dan pemasaran konten. Penelitian ini menggunakan metode kuantitatif. Dengan teknik data yaitu kuisioner yang disebarkan secara online kepada 100 responden perempuan muslim yang pernah mengakses platform online brand fashion muslim Vanilla Hijab. Teknik analisis yang digunakan dalam penelitian ini yaitu regresi linier berganda. Hasil dari penelitian ini menunjukkan celebrity endorser memiliki pengaruh positif signifikan terhadap niat beli, dan konten pemasaran juga memiliki pengaruh positif signifikan terhadap niat beli toko online fashion Vanilla Hijab. Kata-Kunci: Celebrity Endorser, Content Marketing, Purchase Intention, Fashion Muslim. ABSTRACT Halal fashion is currently one of the sectors that consumers in Indonesia are interested in. The majority of Indonesia's population who are Muslim makes the market share of the Muslim fashion industry very large. The demand for Muslim fashion products is getting higher because the awareness of Muslim women in covering their genitals is high. Moreover, consumers today like to see fashion influencers on social media like Instagram. And the use of attractive content marketing also influences consumers to buy a product. The sale of Muslim fashion products is increasingly accessible to consumers by relying on digital media to view and transact. The purpose of this study was to examine the influence of celebrity supporters and content marketing. This research uses quantitative methods. With the data technique, namely a questionnaire distributed online to 100 Muslim female respondents who have accessed the online platform for the Muslim fashion brand Vanilla Hijab. The analysis technique used in this study is multiple linear regression. The results of this study indicate celebrity endorsers have a significant positive effect on purchase intention, and marketing content also has a significant positive effect on purchase intention of Vanilla Hijab fashion online shop. Keywords: Celebrity Endorser, Content Marketing, Purchase Intention, Fashion Muslim. DAFTAR PUSTAKA Abbas, A., Afshan, G., & Khan, S. B. (2018). 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Analisis efektivitas iklan televisi softener soft & fresh di Jakarta dan sekitarnya dengan menggunakan consumen decision model. Jurnal Ekonomi Perusahaan, 11(1), 35–55. Ferdinand, A. (2002). Structural equation modelling dalam penelitian manajemen. Semarang: Badan Penerbit Universitas Diponegoro. Gao, D. (2018). Research on the influencing factors of customer’s purchase intention in the context of content marketing. Proceedings of the 2018 2nd International Conference on Education Science and Economic Management (ICESEM 2018), 1184–1189. https://doi.org/10.2991/icesem-18.2018.277 Joe, P. (2009). What Is Content Marketing?. Retrieved from https://contentmarketinginstitute.com/ what-is-content-marketing/ Kim, J., Kang, S., & Lee, K. H. (2020). How social capital impacts the purchase intention of sustainable fashion products. Journal of Business Research, 117(November 2017), 596–603. https://doi.org/10.1016/j.jbusres.2018.10.010 Lapod, A. C. (2020, October 28). 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PurposeImplementing effective marketing strategies can reduce consumers' perceived risks and promote the development of the remanufacturing market. The paper aims to explore the impact of two marketing strategies on the remanufacturing decisions of an original equipment manufacturer (OEM) and investigates the design of the optimal warranty service (WS) and consumer education (CE) strategies. Moreover, the authors also examine the optimal marketing strategy choices using the three criteria of OEM: profitability, consumer surplus and environmental impact (EI).Design/methodology/approachThe authors develop a stylized model by game theory, which characterizes how an OEM that produces and sells both new and remanufactured products (RPs) should design the optimal remanufacturing marketing activity, and how to choose between different remanufacturing marketing strategies. Moreover, consumer's utility theory is used to describe consumers' perception of different remanufacturing marketing strategies to derive product demand.FindingsThe results reveal that increasing the warranty and education levels will not always improve the firm's profitability; the result depends heavily on the size of the functionality-oriented consumer (FOC) segment. Remanufacturing marketing strategies might harm the OEM, consumers and environment under certain conditions. Moreover, the optimal marketing strategy selections are jointly influenced by the FOC segment and the new production cost. There exist triple-win regions in which the OEM should not hesitate to perform WS and CE.Originality/valueFew studies focus on the design and choice of remanufacturing marketing strategies, especially considering the role of consumer perceived behavior. This research contributes the behavioral remanufacturing marketing management and provides managerial implications for the implementation of OEM remanufacturing marketing strategy.

The study is devoted to solving the problem of forming reverse material flows with the use of circular economy processes, which will achieve maximum efficiency of the logistics system.The existing linear model of the economy is not environmentally oriented, as it constantly requires the involvement of additional primary resources, which, passing through the man-made system, produce a large amount of waste. The concept of circular economy is based on the principles and goals of the concept of sustainable development and emphasizes the need to close logistics systems, the creation of logistics systems with feedback. The tool for the implementation of the concept are closed logistics chains, which include direct and reverse material flows.Participants and the processes used in the circular economy model proposed by the Ellen McArthur Foundation were used to create a model of a feedback logistics system that includes complete closed logistics chains. According to this model, the main participants in closed chains are: resource provider, parts manufacturer, product manufacturer, service provider, consumer/user, collection center), repair center, sort center, utilization center.Within a complete closed supply chain, the direct chain starts with the natural environment and the supplier of resources and ends with the consumer/user of the product, the reverse chain begins with the consumer/user of the product and ends with the recycling center and the natural environment.Among the processes of the circular economy to highlight the processes related to reverse logistics and involved in the organization of reverse flows to create feedback in a closed logistics chain: recover, recycle, refurbish, remanufacture, repurpose, repair, reuse. These processes, which can be called circular, create logistics loops between the participants in the logistics chain, providing feedback in closed logistics chains.The article presents a graphical model of the logistics system with feedback using circular processes; created an economic-mathematical model of the logistics system with feedback.Keywords: circular process; closed logistics chain; logistics loop; reverse material flow.

Trade is of great importance for the national economy and society as a whole. Trade enterprises act as providers between producers of consumer goods and consumers, focused on meeting customer demand, account for a significant share in the formation of gross domestic product. Environmental factors affect the conditions and results of the trade enterprise (e.g., pandemic, hostilities, sanctions, etc.). Society's demands for the social responsibility of trade enterprises are changing and becoming more stringent. All this strengthens the responsibility of enterprise management and leads to the introduction of effective management tools. Such a modern management tool is controlling. The views of scientists on defining the essence and meaning of controlling differ. The study is based on the definition of controlling, according to which controlling is considered as a complete, cyclical, comprehensive process of goal setting, planning and control of activities in conjunction with various management systems. Controllers mainly perform two roles in the enterprise: on the one hand, they are internal consultants and management partners and, thus, responsible for achieving goals. On the other hand, controllers are service providers in which they are responsible for providing accurate and relevant information for consulting. As a result, requests for reliable, timely and relevant information are increasing. Information for management decisions is formed in the system of accounting controlling. The political, economic and social course of the country to meet the goals of sustainable development leads to a radical rethinking of management and the transition from a systemic to a process approach to management. In the main processes, the actual added value is generated at the enterprise. They are defined as directly meeting the needs of consumers and include, for example, research and development, production and sales. The set of all major controlling processes can be represented as a model. The formation of accounting support for controlling is appropriate to carry out on the basis of certain basic processes.

Despite the fact that the green wave has spread globally over the hotel industry, the characteristics of an environmentally friendly tourist has not yet been clearly clarified and is still controversial. Therefore, the objective of this study is to describe the demographics and behavioral qualities of Vietnamese domestic tourists who are willing patrons in a green hotel. The results show that the distinguishing characteristics of green travelers seeking green lodging are that they belong to the young generation, are female, have high educational accomplishment, and have high levels of participation in daily eco-friendly activities. Keywords: Green tourist, environmentally friendly, demographic, involvement. 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Discussions of the economic theory of planned obsolescence—the purposeful embedding of redundancy into the functionality or other aspect of a product—in the 1980s and 1990s often focused on the impact of such a design strategy on manufacturers, consumers, the market, and, ultimately, profits (see, for example, Bulow; Lee and Lee; Waldman). More recently, assessments of such shortened product life cycles have included calculations of the environmental and other costs of such waste (Claudio; Kondoh; Unruh). Commonly utilised examples are consumer products such as cars, whitegoods and small appliances, fashion clothing and accessories, and, more recently, new technologies and their constituent components. This discourse has been adopted by those who configure workers as human resources, and who speak both of skills (Janßen and Backes-Gellner) and human capital itself (Chauhan and Chauhan) being made obsolete by market forces in both predictable and unplanned ways. This includes debate over whether formal education can assist in developing the skills that make their possessors less liable to become obsolete in the workforce (Dubin; Holtmann; Borghans and de Grip; Gould, Moav and Weinberg). However, aside from periodic expressions of disciplinary angst (as in questions such as whether the Liberal Arts and other disciplines are becoming obsolete) are rarely found in discussions regarding higher education. Yet, higher education has been subsumed into a culture of commercial service provision as driven by markets and profit as the industries that design and deliver consumer goods. McKelvey and Holmén characterise this as a shift “from social institution to knowledge business” in the subtitle of their 2009 volume on European universities, and the recent decade has seen many higher educational institutions openly striving to be entrepreneurial. Despite some debate over the functioning of market or market-like mechanisms in higher education (see, for instance, Texeira et al), the corporatisation of higher education has led inevitably to market segmentation in the products the sector delivers. Such market segmentation results in what are called over-differentiated products, seemingly endless variations in the same product to attempt to increase consumption and attendant sales. Milk is a commonly cited example, with supermarkets today stocking full cream, semi-skimmed, skimmed, lactose-free, soy, rice, goat, GM-free and ‘smart’ (enriched with various vitamins, minerals and proteins) varieties; and many of these available in fresh, UHT, dehydrated and/or organic versions. In the education market, this practice has resulted in a large number of often minutely differentiated, but differently named, degrees and other programs. Where there were once a small number of undergraduate degrees with discipline variety within them (including the Bachelor of Arts and Bachelor of Science awards), students can now graduate with a named qualification in a myriad of discipline and professional areas. The attempt to secure a larger percentage of the potential client pool (who are themselves often seeking to update their own skills and knowledges to avoid workforce obsolescence) has also resulted in a significant increase in the number of postgraduate coursework certificates, diplomas and other qualifications across the sector. The Masters degree has fractured from a research program into a range of coursework, coursework plus research, and research only programs. Such proliferation has also affected one of the foundations of the quality and integrity of the higher education system, and one of the last bastions of conventional practice, the doctoral degree. The PhD as ‘Gold-Standard’ Market Leader? The Doctor of Philosophy (PhD) is usually understood as a largely independent discipline-based research project that results in a substantial piece of reporting, the thesis, that makes a “substantial original contribution to knowledge in the form of new knowledge or significant and original adaptation, application and interpretation of existing knowledge” (AQF). As the highest level of degree conferred by most universities, the PhD is commonly understood as indicating the height of formal educational attainment, and has, until relatively recently, been above reproach and alteration. Yet, whereas universities internationally once offered a single doctorate named the PhD, many now offer a number of doctoral level degrees. In Australia, for example, candidates can also complete PhDs by Publication and by Project, as well as practice-led doctorates in, and named Doctorates of/in, Creative Arts, Creative Industries, Laws, Performance and other ‘new’ discipline areas. The Professional Doctorate, introduced into Australia in the early 1990s, has achieved such longevity that it now has it’s own “first generation” incarnations in (and about) disciplines such as Education, Business, Psychology and Journalism, as well as a contemporary “second generation” version which features professionally-practice-led Mode 2 knowledge production (Maxwell; also discussed in Lee, Brennan and Green 281). The uniquely Australian PhD by Project in the disciplines of architecture, design, business, engineering and education also includes coursework, and is practice and particularly workplace (or community) focused, but unlike the above, does not have to include a research element—although this is not precluded (Usher). A significant number of Australian universities also currently offer a PhD by Publication, known also as the PhD by Published Papers and PhD by Published Works. Introduced in the 1960s in the UK, the PhD by Publication there is today almost exclusively undertaken by academic staff at their own institutions, and usually consists of published work(s), a critical appraisal of that work within the research context, and an oral examination. The named degree is rare in the USA, although the practice of granting PhDs on the basis of prior publications is not unknown. In Australia, an examination of a number of universities that offer the degree reveals no consistency in terms of the framing policies except for the generic Australian Qualifications Framework accreditation statement (AQF), entry requirements and conditions of candidature, or resulting form and examination guidelines. Some Australian universities, for instance, require all externally peer-refereed publications, while others will count works that are self-published. Some require actual publications or works in press, but others count works that are still at submission stage. The UK PhD by Publication shows similar variation, with no consensus on purpose, length or format of this degree (Draper). Across Australia and the UK, some institutions accept previously published work and require little or no campus participation, while others have a significant minimum enrolment period and count only work generated during candidature (see Brien for more detail). Despite the plethora of named degrees at doctoral level, many academics continue to support the PhD’s claim to rigor and intellectual attainment. Most often, however, these arguments cite tradition rather than any real assessment of quality. The archaic trappings of conferral—the caps, gowns and various other instruments of distinction—emphasise a narrative in which it is often noted that doctorates were first conferred by the University of Paris in the 12th century and then elsewhere in medieval Europe. However, challenges to this account note that today’s largely independently researched thesis is a relatively recent arrival to educational history, being only introduced into Germany in the early nineteenth century (Bourner, Bowden and Laing; Park 4), the USA in a modified form in the mid-nineteenth century and the UK in 1917 (Jolley 227). The Australian PhD is even more recent, with the first only awarded in 1948 and still relatively rare until the 1970s (Nelson 3; Valadkhani and Ville). Additionally, PhDs in the USA, Canada and Denmark today almost always incorporate a significant taught coursework element (Noble). This is unlike the ‘traditional’ PhD in the UK and Australia, although the UK also currently offers a number of what are known there as ‘taught doctorates’. Somewhat confusingly, while these do incorporate coursework, they still include a significant research component (UKCGE). However, the UK is also adopting what has been identified as an American-inflected model which consists mostly, or largely, of coursework, and which is becoming known as the ‘New Route British PhD’ (Jolley 228). It could be posited that, within such a competitive market environment, which appears to be driven by both a drive for novelty and a desire to meet consumer demand, obsolescence therefore, and necessarily, threatens the very existence of the ‘traditional’ PhD. This obsolescence could be seen as especially likely as, alongside the existence of the above mentioned ‘new’ degrees, the ‘traditional’ research-based PhD at some universities in Australia and the UK in particular is, itself, also in the process of becoming ‘professionalised’, with some (still traditionally-framed) programs nevertheless incorporating workplace-oriented frameworks and/or experiences (Jolley 229; Kroll and Brien) to meet professionally-focused objectives that it is acknowledged cannot be met by producing a research thesis alone. While this emphasis can be seen as operating at the expense of specific disciplinary knowledge (Pole 107; Ball; Laing and Brabazon 265), and criticised for that, this workplace focus has arisen, internationally, as an institutional response to requests from both governments and industry for training in generic skills in university programs at all levels (Manathunga and Wissler). At the same time, the acknowledged unpredictability of the future workplace is driving a cognate move from discipline specific knowledge to what have been described as “problem solving and knowledge management approaches” across all disciplines (Gilbert; Valadkhani and Ville 2). While few query a link between university-level learning and the needs of the workplace, or the motivating belief that the overarching role of higher education is the provision of professional training for its client-students (see Laing and Brabazon for an exception), it also should be noted that a lack of relevance is one of the contributors to dysfunction, and thence to obsolescence. The PhD as Dysfunctional Degree? Perhaps, however, it is not competition that threatens the traditional PhD but, rather, its own design flaws. A report in The New York Times in 2007 alerted readers to what many supervisors, candidates, and researchers internationally have recognised for some time: that the PhD may be dysfunctional (Berger). In Australia and elsewhere, attention has focused on the uneven quality of doctoral-level degrees across institutions, especially in relation to their content, rigor, entry and assessment standards, and this has not precluded questions regarding the PhD (AVCC; Carey, Webb, Brien; Neumann; Jolley; McWilliam et al., "Silly"). It should be noted that this important examination of standards has, however, been accompanied by an increase in the awarding of Honorary Doctorates. This practice ranges from the most reputable universities’ recognising individuals’ significant contributions to knowledge, culture and/or society, to wholly disreputable institutions offering such qualifications in return for payment (Starrs). While generally contested in terms of their status, Honorary Doctorates granted to sports, show business and political figures are the most controversial and include an award conferred on puppet Kermit the Frog in 1996 (Jeffries), and some leading institutions including MIT, Cornell University and the London School of Economics and Political Science are distinctive in not awarding Honorary Doctorates. However, while distracting, the Honorary Doctorate itself does not answer all the questions regarding the quality of doctoral programs in general, or the Doctor of Philosophy in particular. The PhD also has high attrition rates: 50 per cent or more across Australia, the USA and Canada (Halse 322; Lovitts and Nelson). For those who remain in the programs, lengthy completion times (known internationally as ‘time-to-degree’) are common in many countries, with averages of 10.5 years to completion in Canada, and from 8.2 to more than 13 years (depending on discipline) in the USA (Berger). The current government performance-based funding model for Australian research higher degrees focuses attention on timely completion, and there is no doubt that, under this system—where universities only receive funding for a minimum period of candidature when those candidates have completed their degrees—more candidates are completing within the required time periods (Cuthbert). Yet, such a focus has distracted from assessment of the quality and outcomes of such programs of study. A detailed survey, based on the theses lodged in Australian libraries, has estimated that at least 51,000 PhD theses were completed in Australia to 2003 (Evans et al. 7). However, little attention has been paid to the consequences of this work, that is, the effects that the generation of these theses has had on either candidates or the nation. There has been no assessment, for instance, of the impact on candidates of undertaking and completing a doctorate on such facets of their lives as their employment opportunities, professional choices and salary levels, nor any effect on their personal happiness or levels of creativity. Nor has there been any real evaluation of the effect of these degrees on GDP, rates of the commercialisation of research, the generation of intellectual property, meeting national agendas in areas such as innovation, productivity or creativity, and/or the quality of the Australian creative and performing arts. Government-funded and other Australian studies have, however, noted for at least a decade both that the high numbers of graduates are mismatched to a lack of market demand for doctoral qualifications outside of academia (Kemp), and that an oversupply of doctorally qualified job seekers is driving wages down in some sectors (Jones 26). Even academia is demanding more than a PhD. Within the USA, doctoral graduates of some disciplines (English is an often-cited example) are undertaking second PhDs in their quest to secure an academic position. In Australia, entry-level academic positions increasingly require a scholarly publishing history alongside a doctoral-level qualification and, in common with other quantitative exercises in the UK and in New Zealand, the current Excellence in Research for Australia research evaluation exercise values scholarly publications more than higher degree qualifications. Concluding Remarks: The PhD as Obsolete or Retro-Chic? Disciplines and fields are reacting to this situation in various ways, but the trend appears to be towards increased market segmentation. Despite these charges of PhD dysfunction, there are also dangers in the over-differentiation of higher degrees as a practice. If universities do not adequately resource the professional development and other support for supervisors and all those involved in the delivery of all these degrees, those institutions may find that they have spread the existing skills, knowledge and other institutional assets too thinly to sustain some or even any of these degrees. This could lead to the diminishing quality (and an attendant diminishing perception of the value) of all the higher degrees available in those institutions as well as the reputation of the hosting country’s entire higher education system. As works in progress, the various ‘new’ doctoral degrees can also promote a sense of working on unstable ground for both candidates and supervisors (McWilliam et al., Research Training), and higher degree examiners will necessarily be unfamiliar with expected standards. Candidates are attempting to discern the advantages and disadvantages of each form in order to choose the degree that they believe is right for them (see, for example, Robins and Kanowski), but such assessment is difficult without the benefit of hindsight. Furthermore, not every form may fit the unpredictable future aspirations of candidates or the volatile future needs of the workplace. The rate with which everything once new descends from stylish popularity through stages of unfashionableness to become outdated and, eventually, discarded is increasing. This escalation may result in the discipline-based research PhD becoming seen as archaic and, eventually, obsolete. Perhaps, alternatively, it will lead to newer and more fashionable forms of doctoral study being discarded instead. 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On the morning of Thursday, 4 May 2006, the United States House Permanent Select Committee on Intelligence held an open hearing entitled “Terrorist Use of the Internet.” The Intelligence committee meeting was scheduled to take place in Room 1302 of the Longworth Office Building, a Depression-era structure with a neoclassical façade. Because of a dysfunctional elevator, some of the congressional representatives were late to the meeting. During the testimony about the newest political applications for cutting-edge digital technology, the microphones periodically malfunctioned, and witnesses complained of “technical problems” several times. By the end of the day it seemed that what was to be remembered about the hearing was the shocking revelation that terrorists were using videogames to recruit young jihadists. The Associated Press wrote a short, restrained article about the hearing that only mentioned “computer games and recruitment videos” in passing. Eager to have their version of the news item picked up, Reuters made videogames the focus of their coverage with a headline that announced, “Islamists Using US Videogames in Youth Appeal.” Like a game of telephone, as the Reuters videogame story was quickly re-run by several Internet news services, each iteration of the title seemed less true to the exact language of the original. One Internet news service changed the headline to “Islamic militants recruit using U.S. video games.” Fox News re-titled the story again to emphasise that this alert about technological manipulation was coming from recognised specialists in the anti-terrorism surveillance field: “Experts: Islamic Militants Customizing Violent Video Games.” As the story circulated, the body of the article remained largely unchanged, in which the Reuters reporter described the digital materials from Islamic extremists that were shown at the congressional hearing. During the segment that apparently most captured the attention of the wire service reporters, eerie music played as an English-speaking narrator condemned the “infidel” and declared that he had “put a jihad” on them, as aerial shots moved over 3D computer-generated images of flaming oil facilities and mosques covered with geometric designs. Suddenly, this menacing voice-over was interrupted by an explosion, as a virtual rocket was launched into a simulated military helicopter. The Reuters reporter shared this dystopian vision from cyberspace with Western audiences by quoting directly from the chilling commentary and describing a dissonant montage of images and remixed sound. “I was just a boy when the infidels came to my village in Blackhawk helicopters,” a narrator’s voice said as the screen flashed between images of street-level gunfights, explosions and helicopter assaults. Then came a recording of President George W. Bush’s September 16, 2001, statement: “This crusade, this war on terrorism, is going to take a while.” It was edited to repeat the word “crusade,” which Muslims often define as an attack on Islam by Christianity. According to the news reports, the key piece of evidence before Congress seemed to be a film by “SonicJihad” of recorded videogame play, which – according to the experts – was widely distributed online. Much of the clip takes place from the point of view of a first-person shooter, seen as if through the eyes of an armed insurgent, but the viewer also periodically sees third-person action in which the player appears as a running figure wearing a red-and-white checked keffiyeh, who dashes toward the screen with a rocket launcher balanced on his shoulder. Significantly, another of the player’s hand-held weapons is a detonator that triggers remote blasts. As jaunty music plays, helicopters, tanks, and armoured vehicles burst into smoke and flame. Finally, at the triumphant ending of the video, a green and white flag bearing a crescent is hoisted aloft into the sky to signify victory by Islamic forces. To explain the existence of this digital alternative history in which jihadists could be conquerors, the Reuters story described the deviousness of the country’s terrorist opponents, who were now apparently modifying popular videogames through their wizardry and inserting anti-American, pro-insurgency content into U.S.-made consumer technology. One of the latest video games modified by militants is the popular “Battlefield 2” from leading video game publisher, Electronic Arts Inc of Redwood City, California. Jeff Brown, a spokesman for Electronic Arts, said enthusiasts often write software modifications, known as “mods,” to video games. “Millions of people create mods on games around the world,” he said. “We have absolutely no control over them. It’s like drawing a mustache on a picture.” Although the Electronic Arts executive dismissed the activities of modders as a “mustache on a picture” that could only be considered little more than childish vandalism of their off-the-shelf corporate product, others saw a more serious form of criminality at work. Testifying experts and the legislators listening on the committee used the video to call for greater Internet surveillance efforts and electronic counter-measures. Within twenty-four hours of the sensationalistic news breaking, however, a group of Battlefield 2 fans was crowing about the idiocy of reporters. The game play footage wasn’t from a high-tech modification of the software by Islamic extremists; it had been posted on a Planet Battlefield forum the previous December of 2005 by a game fan who had cut together regular game play with a Bush remix and a parody snippet of the soundtrack from the 2004 hit comedy film Team America. The voice describing the Black Hawk helicopters was the voice of Trey Parker of South Park cartoon fame, and – much to Parker’s amusement – even the mention of “goats screaming” did not clue spectators in to the fact of a comic source. Ironically, the moment in the movie from which the sound clip is excerpted is one about intelligence gathering. As an agent of Team America, a fictional elite U.S. commando squad, the hero of the film’s all-puppet cast, Gary Johnston, is impersonating a jihadist radical inside a hostile Egyptian tavern that is modelled on the cantina scene from Star Wars. Additional laughs come from the fact that agent Johnston is accepted by the menacing terrorist cell as “Hakmed,” despite the fact that he utters a series of improbable clichés made up of incoherent stereotypes about life in the Middle East while dressed up in a disguise made up of shoe polish and a turban from a bathroom towel. The man behind the “SonicJihad” pseudonym turned out to be a twenty-five-year-old hospital administrator named Samir, and what reporters and representatives saw was nothing more exotic than game play from an add-on expansion pack of Battlefield 2, which – like other versions of the game – allows first-person shooter play from the position of the opponent as a standard feature. While SonicJihad initially joined his fellow gamers in ridiculing the mainstream media, he also expressed astonishment and outrage about a larger politics of reception. In one interview he argued that the media illiteracy of Reuters potentially enabled a whole series of category errors, in which harmless gamers could be demonised as terrorists. It wasn’t intended for the purpose what it was portrayed to be by the media. So no I don’t regret making a funny video . . . why should I? The only thing I regret is thinking that news from Reuters was objective and always right. The least they could do is some online research before publishing this. If they label me al-Qaeda just for making this silly video, that makes you think, what is this al-Qaeda? And is everything al-Qaeda? Although Sonic Jihad dismissed his own work as “silly” or “funny,” he expected considerably more from a credible news agency like Reuters: “objective” reporting, “online research,” and fact-checking before “publishing.” Within the week, almost all of the salient details in the Reuters story were revealed to be incorrect. SonicJihad’s film was not made by terrorists or for terrorists: it was not created by “Islamic militants” for “Muslim youths.” The videogame it depicted had not been modified by a “tech-savvy militant” with advanced programming skills. Of course, what is most extraordinary about this story isn’t just that Reuters merely got its facts wrong; it is that a self-identified “parody” video was shown to the august House Intelligence Committee by a team of well-paid “experts” from the Science Applications International Corporation (SAIC), a major contractor with the federal government, as key evidence of terrorist recruitment techniques and abuse of digital networks. Moreover, this story of media illiteracy unfolded in the context of a fundamental Constitutional debate about domestic surveillance via communications technology and the further regulation of digital content by lawmakers. Furthermore, the transcripts of the actual hearing showed that much more than simple gullibility or technological ignorance was in play. Based on their exchanges in the public record, elected representatives and government experts appear to be keenly aware that the digital discourses of an emerging information culture might be challenging their authority and that of the longstanding institutions of knowledge and power with which they are affiliated. These hearings can be seen as representative of a larger historical moment in which emphatic declarations about prohibiting specific practices in digital culture have come to occupy a prominent place at the podium, news desk, or official Web portal. This environment of cultural reaction can be used to explain why policy makers’ reaction to terrorists’ use of networked communication and digital media actually tells us more about our own American ideologies about technology and rhetoric in a contemporary information environment. When the experts come forward at the Sonic Jihad hearing to “walk us through the media and some of the products,” they present digital artefacts of an information economy that mirrors many of the features of our own consumption of objects of electronic discourse, which seem dangerously easy to copy and distribute and thus also create confusion about their intended meanings, audiences, and purposes. From this one hearing we can see how the reception of many new digital genres plays out in the public sphere of legislative discourse. Web pages, videogames, and Weblogs are mentioned specifically in the transcript. The main architecture of the witnesses’ presentation to the committee is organised according to the rhetorical conventions of a PowerPoint presentation. Moreover, the arguments made by expert witnesses about the relationship of orality to literacy or of public to private communications in new media are highly relevant to how we might understand other important digital genres, such as electronic mail or text messaging. The hearing also invites consideration of privacy, intellectual property, and digital “rights,” because moral values about freedom and ownership are alluded to by many of the elected representatives present, albeit often through the looking glass of user behaviours imagined as radically Other. For example, terrorists are described as “modders” and “hackers” who subvert those who properly create, own, legitimate, and regulate intellectual property. To explain embarrassing leaks of infinitely replicable digital files, witness Ron Roughead says, “We’re not even sure that they don’t even hack into the kinds of spaces that hold photographs in order to get pictures that our forces have taken.” Another witness, Undersecretary of Defense for Policy and International Affairs, Peter Rodman claims that “any video game that comes out, as soon as the code is released, they will modify it and change the game for their needs.” Thus, the implication of these witnesses’ testimony is that the release of code into the public domain can contribute to political subversion, much as covert intrusion into computer networks by stealthy hackers can. However, the witnesses from the Pentagon and from the government contractor SAIC often present a contradictory image of the supposed terrorists in the hearing transcripts. Sometimes the enemy is depicted as an organisation of technological masterminds, capable of manipulating the computer code of unwitting Americans and snatching their rightful intellectual property away; sometimes those from the opposing forces are depicted as pre-modern and even sub-literate political innocents. In contrast, the congressional representatives seem to focus on similarities when comparing the work of “terrorists” to the everyday digital practices of their constituents and even of themselves. According to the transcripts of this open hearing, legislators on both sides of the aisle express anxiety about domestic patterns of Internet reception. Even the legislators’ own Web pages are potentially disruptive electronic artefacts, particularly when the demands of digital labour interfere with their duties as lawmakers. Although the subject of the hearing is ostensibly terrorist Websites, Representative Anna Eshoo (D-California) bemoans the difficulty of maintaining her own official congressional site. As she observes, “So we are – as members, I think we’re very sensitive about what’s on our Website, and if I retained what I had on my Website three years ago, I’d be out of business. So we know that they have to be renewed. They go up, they go down, they’re rebuilt, they’re – you know, the message is targeted to the future.” In their questions, lawmakers identify Weblogs (blogs) as a particular area of concern as a destabilising alternative to authoritative print sources of information from established institutions. Representative Alcee Hastings (D-Florida) compares the polluting power of insurgent bloggers to that of influential online muckrakers from the American political Right. Hastings complains of “garbage on our regular mainstream news that comes from blog sites.” Representative Heather Wilson (R-New Mexico) attempts to project a media-savvy persona by bringing up the “phenomenon of blogging” in conjunction with her questions about jihadist Websites in which she notes how Internet traffic can be magnified by cooperative ventures among groups of ideologically like-minded content-providers: “These Websites, and particularly the most active ones, are they cross-linked? And do they have kind of hot links to your other favorite sites on them?” At one point Representative Wilson asks witness Rodman if he knows “of your 100 hottest sites where the Webmasters are educated? What nationality they are? Where they’re getting their money from?” In her questions, Wilson implicitly acknowledges that Web work reflects influences from pedagogical communities, economic networks of the exchange of capital, and even potentially the specific ideologies of nation-states. It is perhaps indicative of the government contractors’ anachronistic worldview that the witness is unable to answer Wilson’s question. He explains that his agency focuses on the physical location of the server or ISP rather than the social backgrounds of the individuals who might be manufacturing objectionable digital texts. The premise behind the contractors’ working method – surveilling the technical apparatus not the social network – may be related to other beliefs expressed by government witnesses, such as the supposition that jihadist Websites are collectively produced and spontaneously emerge from the indigenous, traditional, tribal culture, instead of assuming that Iraqi insurgents have analogous beliefs, practices, and technological awareness to those in first-world countries. The residual subtexts in the witnesses’ conjectures about competing cultures of orality and literacy may tell us something about a reactionary rhetoric around videogames and digital culture more generally. According to the experts before Congress, the Middle Eastern audience for these videogames and Websites is limited by its membership in a pre-literate society that is only capable of abortive cultural production without access to knowledge that is archived in printed codices. Sometimes the witnesses before Congress seem to be unintentionally channelling the ideas of the late literacy theorist Walter Ong about the “secondary orality” associated with talky electronic media such as television, radio, audio recording, or telephone communication. Later followers of Ong extend this concept of secondary orality to hypertext, hypermedia, e-mail, and blogs, because they similarly share features of both speech and written discourse. Although Ong’s disciples celebrate this vibrant reconnection to a mythic, communal past of what Kathleen Welch calls “electric rhetoric,” the defence industry consultants express their profound state of alarm at the potentially dangerous and subversive character of this hybrid form of communication. The concept of an “oral tradition” is first introduced by the expert witnesses in the context of modern marketing and product distribution: “The Internet is used for a variety of things – command and control,” one witness states. “One of the things that’s missed frequently is how and – how effective the adversary is at using the Internet to distribute product. They’re using that distribution network as a modern form of oral tradition, if you will.” Thus, although the Internet can be deployed for hierarchical “command and control” activities, it also functions as a highly efficient peer-to-peer distributed network for disseminating the commodity of information. Throughout the hearings, the witnesses imply that unregulated lateral communication among social actors who are not authorised to speak for nation-states or to produce legitimated expert discourses is potentially destabilising to political order. Witness Eric Michael describes the “oral tradition” and the conventions of communal life in the Middle East to emphasise the primacy of speech in the collective discursive practices of this alien population: “I’d like to point your attention to the media types and the fact that the oral tradition is listed as most important. The other media listed support that. And the significance of the oral tradition is more than just – it’s the medium by which, once it comes off the Internet, it is transferred.” The experts go on to claim that this “oral tradition” can contaminate other media because it functions as “rumor,” the traditional bane of the stately discourse of military leaders since the classical era. The oral tradition now also has an aspect of rumor. A[n] event takes place. There is an explosion in a city. Rumor is that the United States Air Force dropped a bomb and is doing indiscriminate killing. This ends up being discussed on the street. It ends up showing up in a Friday sermon in a mosque or in another religious institution. It then gets recycled into written materials. Media picks up the story and broadcasts it, at which point it’s now a fact. In this particular case that we were telling you about, it showed up on a network television, and their propaganda continues to go back to this false initial report on network television and continue to reiterate that it’s a fact, even though the United States government has proven that it was not a fact, even though the network has since recanted the broadcast. In this example, many-to-many discussion on the “street” is formalised into a one-to many “sermon” and then further stylised using technology in a one-to-many broadcast on “network television” in which “propaganda” that is “false” can no longer be disputed. This “oral tradition” is like digital media, because elements of discourse can be infinitely copied or “recycled,” and it is designed to “reiterate” content. In this hearing, the word “rhetoric” is associated with destructive counter-cultural forces by the witnesses who reiterate cultural truisms dating back to Plato and the Gorgias. For example, witness Eric Michael initially presents “rhetoric” as the use of culturally specific and hence untranslatable figures of speech, but he quickly moves to an outright castigation of the entire communicative mode. “Rhetoric,” he tells us, is designed to “distort the truth,” because it is a “selective” assembly or a “distortion.” Rhetoric is also at odds with reason, because it appeals to “emotion” and a romanticised Weltanschauung oriented around discourses of “struggle.” The film by SonicJihad is chosen as the final clip by the witnesses before Congress, because it allegedly combines many different types of emotional appeal, and thus it conveniently ties together all of the themes that the witnesses present to the legislators about unreliable oral or rhetorical sources in the Middle East: And there you see how all these products are linked together. And you can see where the games are set to psychologically condition you to go kill coalition forces. You can see how they use humor. You can see how the entire campaign is carefully crafted to first evoke an emotion and then to evoke a response and to direct that response in the direction that they want. Jihadist digital products, especially videogames, are effective means of manipulation, the witnesses argue, because they employ multiple channels of persuasion and carefully sequenced and integrated subliminal messages. To understand the larger cultural conversation of the hearing, it is important to keep in mind that the related argument that “games” can “psychologically condition” players to be predisposed to violence is one that was important in other congressional hearings of the period, as well one that played a role in bills and resolutions that were passed by the full body of the legislative branch. In the witness’s testimony an appeal to anti-game sympathies at home is combined with a critique of a closed anti-democratic system abroad in which the circuits of rhetorical production and their composite metonymic chains are described as those that command specific, unvarying, robotic responses. This sharp criticism of the artful use of a presentation style that is “crafted” is ironic, given that the witnesses’ “compilation” of jihadist digital material is staged in the form of a carefully structured PowerPoint presentation, one that is paced to a well-rehearsed rhythm of “slide, please” or “next slide” in the transcript. The transcript also reveals that the members of the House Intelligence Committee were not the original audience for the witnesses’ PowerPoint presentation. Rather, when it was first created by SAIC, this “expert” presentation was designed for training purposes for the troops on the ground, who would be facing the challenges of deployment in hostile terrain. According to the witnesses, having the slide show showcased before Congress was something of an afterthought. Nonetheless, Congressman Tiahrt (R-KN) is so impressed with the rhetorical mastery of the consultants that he tries to appropriate it. As Tiarht puts it, “I’d like to get a copy of that slide sometime.” From the hearing we also learn that the terrorists’ Websites are threatening precisely because they manifest a polymorphously perverse geometry of expansion. For example, one SAIC witness before the House Committee compares the replication and elaboration of digital material online to a “spiderweb.” Like Representative Eshoo’s site, he also notes that the terrorists’ sites go “up” and “down,” but the consultant is left to speculate about whether or not there is any “central coordination” to serve as an organising principle and to explain the persistence and consistency of messages despite the apparent lack of a single authorial ethos to offer a stable, humanised, point of reference. In the hearing, the oft-cited solution to the problem created by the hybridity and iterability of digital rhetoric appears to be “public diplomacy.” Both consultants and lawmakers seem to agree that the damaging messages of the insurgents must be countered with U.S. sanctioned information, and thus the phrase “public diplomacy” appears in the hearing seven times. However, witness Roughhead complains that the protean “oral tradition” and what Henry Jenkins has called the “transmedia” character of digital culture, which often crosses several platforms of traditional print, projection, or broadcast media, stymies their best rhetorical efforts: “I think the point that we’ve tried to make in the briefing is that wherever there’s Internet availability at all, they can then download these – these programs and put them onto compact discs, DVDs, or post them into posters, and provide them to a greater range of people in the oral tradition that they’ve grown up in. And so they only need a few Internet sites in order to distribute and disseminate the message.” Of course, to maintain their share of the government market, the Science Applications International Corporation also employs practices of publicity and promotion through the Internet and digital media. They use HTML Web pages for these purposes, as well as PowerPoint presentations and online video. The rhetoric of the Website of SAIC emphasises their motto “From Science to Solutions.” After a short Flash film about how SAIC scientists and engineers solve “complex technical problems,” the visitor is taken to the home page of the firm that re-emphasises their central message about expertise. The maps, uniforms, and specialised tools and equipment that are depicted in these opening Web pages reinforce an ethos of professional specialisation that is able to respond to multiple threats posed by the “global war on terror.” By 26 June 2006, the incident finally was being described as a “Pentagon Snafu” by ABC News. From the opening of reporter Jake Tapper’s investigative Webcast, established government institutions were put on the spot: “So, how much does the Pentagon know about videogames? Well, when it came to a recent appearance before Congress, apparently not enough.” Indeed, the very language about “experts” that was highlighted in the earlier coverage is repeated by Tapper in mockery, with the significant exception of “independent expert” Ian Bogost of the Georgia Institute of Technology. If the Pentagon and SAIC deride the legitimacy of rhetoric as a cultural practice, Bogost occupies himself with its defence. In his recent book Persuasive Games: The Expressive Power of Videogames, Bogost draws upon the authority of the “2,500 year history of rhetoric” to argue that videogames represent a significant development in that cultural narrative. Given that Bogost and his Watercooler Games Weblog co-editor Gonzalo Frasca were actively involved in the detective work that exposed the depth of professional incompetence involved in the government’s line-up of witnesses, it is appropriate that Bogost is given the final words in the ABC exposé. As Bogost says, “We should be deeply bothered by this. We should really be questioning the kind of advice that Congress is getting.” Bogost may be right that Congress received terrible counsel on that day, but a close reading of the transcript reveals that elected officials were much more than passive listeners: in fact they were lively participants in a cultural conversation about regulating digital media. After looking at the actual language of these exchanges, it seems that the persuasiveness of the misinformation from the Pentagon and SAIC had as much to do with lawmakers’ preconceived anxieties about practices of computer-mediated communication close to home as it did with the contradictory stereotypes that were presented to them about Internet practices abroad. In other words, lawmakers found themselves looking into a fun house mirror that distorted what should have been familiar artefacts of American popular culture because it was precisely what they wanted to see. References ABC News. “Terrorist Videogame?” Nightline Online. 21 June 2006. 22 June 2006 http://abcnews.go.com/Video/playerIndex?id=2105341>. Bogost, Ian. Persuasive Games: Videogames and Procedural Rhetoric. Cambridge, MA: MIT Press, 2007. Game Politics. “Was Congress Misled by ‘Terrorist’ Game Video? We Talk to Gamer Who Created the Footage.” 11 May 2006. http://gamepolitics.livejournal.com/285129.html#cutid1>. Jenkins, Henry. Convergence Culture: Where Old and New Media Collide. New York: New York UP, 2006. julieb. “David Morgan Is a Horrible Writer and Should Be Fired.” Online posting. 5 May 2006. Dvorak Uncensored Cage Match Forums. http://cagematch.dvorak.org/index.php/topic,130.0.html>. Mahmood. “Terrorists Don’t Recruit with Battlefield 2.” GGL Global Gaming. 16 May 2006 http://www.ggl.com/news.php?NewsId=3090>. Morgan, David. “Islamists Using U.S. Video Games in Youth Appeal.” Reuters online news service. 4 May 2006 http://today.reuters.com/news/ArticleNews.aspx?type=topNews &storyID=2006-05-04T215543Z_01_N04305973_RTRUKOC_0_US-SECURITY- VIDEOGAMES.xml&pageNumber=0&imageid=&cap=&sz=13&WTModLoc= NewsArt-C1-ArticlePage2>. Ong, Walter J. Orality and Literacy: The Technologizing of the Word. London/New York: Methuen, 1982. Parker, Trey. Online posting. 7 May 2006. 9 May 2006 http://www.treyparker.com>. Plato. “Gorgias.” Plato: Collected Dialogues. Princeton: Princeton UP, 1961. Shrader, Katherine. “Pentagon Surfing Thousands of Jihad Sites.” Associated Press 4 May 2006. SonicJihad. “SonicJihad: A Day in the Life of a Resistance Fighter.” Online posting. 26 Dec. 2005. Planet Battlefield Forums. 9 May 2006 http://www.forumplanet.com/planetbattlefield/topic.asp?fid=13670&tid=1806909&p=1>. Tapper, Jake, and Audery Taylor. “Terrorist Video Game or Pentagon Snafu?” ABC News Nightline 21 June 2006. 30 June 2006 http://abcnews.go.com/Nightline/Technology/story?id=2105128&page=1>. U.S. Congressional Record. Panel I of the Hearing of the House Select Intelligence Committee, Subject: “Terrorist Use of the Internet for Communications.” Federal News Service. 4 May 2006. Welch, Kathleen E. Electric Rhetoric: Classical Rhetoric, Oralism, and the New Literacy. Cambridge, MA: MIT Press, 1999. Citation reference for this article MLA Style Losh, Elizabeth. "Artificial Intelligence: Media Illiteracy and the SonicJihad Debacle in Congress." M/C Journal 10.5 (2007). echo date('d M. Y'); ?> <http://journal.media-culture.org.au/0710/08-losh.php>. APA Style Losh, E. (Oct. 2007) "Artificial Intelligence: Media Illiteracy and the SonicJihad Debacle in Congress," M/C Journal, 10(5). Retrieved echo date('d M. Y'); ?> from <http://journal.media-culture.org.au/0710/08-losh.php>.

ExpositionPortland, Oregon (USA) has become known for an artisanal or ‘maker’ economy that relies on a resurgence of place specificity (Heying), primarily expressed and exported to a global audience in the notion of ‘Portland Made’ (Roy). Portland Made reveals a tension immanent in the notion of ‘place’: place is both here and not here, both real and imaginary. What emerges is a complicated picture of how place conceptually captures various intersections of materiality and mythology, aesthetics and economics. On the one hand, Portland Made represents the collective brand-identity used by Portland’s makers to signify a products’ material existence as handcrafted, place-embedded, and authentic. These characteristics lead to certain assumptions about the concept of ‘local’ (Marotta and Heying): what meaning does Portland Made convey, and how is such meaning distributed? On the other hand, the seemingly intentional embedding of place-specificity in objects meant for distribution far outside of Portland begs another type of question: how does Portland come to be discursively representative of these characteristics, and how are such representations distributed to global audiences? How does this global distribution and consumption of immaterial Portland feed back into the production of material Portland?To answer these questions we look to the realm of social media, specifically the popular image-based service Instagram. For the uninitiated, Instagram is a web-based social media service that allows pictures to be shared and seen by anyone that follows a person or business’ Instagram account. Actions include posting original photos (often taken and posted with a cell phone), ‘liking’ pictures, and ‘hash-tagging’ posts with trending terms that increase visibility. Instagram presents us with a complex view of place as both material and virtual, sometimes reifying and sometimes abstracting often-contradictory understandings of place specificity. Many makers use Instagram to promote their products to a broad audience and, in doing so, makers participate in the construction of Portland’s mythology. In this paper, we use empirical insights to theorise makers’ role in shaping and cultivating the virtual and material aspects of place. Additionally, we discuss how makers navigate the complex relationships tied to the importance of place in their specific cultural productions. In the first section, we develop the notion of a curated maker subjectivity. In the second section, we consider the relationship between subjectivity and place. Both sections emphasize how Instagram mediates the relationship between place and subjectivity. Through spotlighting particular literatures in each section, we attempt to fill a gap in the literature that addresses the relationship between subjectivity, place, and social media. Through this line of analysis, we attempt to better understand how and where Portland is made, along with the implications for Portland’s makers.ActionThe insights from this paper came to us inadvertently. While conducting fieldwork that interrogated ‘localism’ and how Portland makers conceptualise local, makers repeatedly discussed the importance of social media to their work. In our fieldwork, Instagram in particular has presented us with new opportunities to query the entanglements of real and virtual embedded in collective identifications with place. This paper draws from interviews conducted for two closely related research projects. The first examines maker ecosystems in three US cities, Portland, Chicago and New York (Doussard et. al.; Wolf-Powers and Levers). We drew from the Portland interviews (n=38) conducted for this project. The second research project is our multi-year examination of Portland’s maker community, where we have conducted interviews (n=48), two annual surveys of members of the Portland Made Collective (n=126 for 2014, n=338 for 2015) and numerous field observations. As will be evident below, our sample of makers includes small crafters and producers from a variety of ‘traditional’ sectors ranging from baking to carpentry to photography, all united by a common identification with the maker movement. Using insights from this trove of data as well as general observations of the changing artisan landscape of Portland, we address the question of how social media mediates the space between Portland as a material place and Portland as an imaginary place.Social Media, Subjectivity, and Authenticity In the post-Fordist era, creative self-enterprise and entrepreneurialism have been elevated to mythical status (Szeman), becoming especially important in the creative and digital industries. These industries have been characterized by contract based work (Neff, Wissinger, and Zukin; Storey, Salaman, and Platman), unstable employment (Hesmondhalgh and Baker), and the logic of flexible specialization (Duffy and Hund; Gill). In this context of hyper individualization and intense competition, creative workers and other entrepreneurs are increasingly pushed to strategically brand, curate, and project representational images of their subjectivity in order to secure new work (Gill), embody the values of the market (Banet-Weiser and Arzumanova), and take on commercial logics of authenticity (Duffy; Marwick and boyd). For example, Duffy and Hund explore how female fashion bloggers represent their branded persona, revealing three interrelated tropes typically used by bloggers: the destiny of passionate work; the presentation of a glam lifestyle; and carefully curated forms of social sharing. These curated tropes obscure the (unpaid) emotional and aesthetic labour (Hracs and Leslie), self-discipline, and capital required to run these blogs. Duffy and Hund also point out that this concealment is generative of particular mythologies about creative work, gender, race, and class. To this list we would add place; below, we will show the use of Instagram by Portland’s makers not only perpetuates particular mythologies about artisan labour and demands self-branding, but is also a spatial practice that is productive of place through the use of visual vernaculars that reflect a localized and globalized articulation of the social and physical milieu of Portland (Hjorth and Gu; Pike). Similar to many other artists and creative entrepreneurs (Pasquinelli and Sjöholm), Portland’s makers typically work long hours in order to produce high quality, unique goods at a volume that will afford them the ability to pay rent in Portland’s increasingly expensive central city neighbourhoods. Much of this work is done from the home: according to our survey of Portland Made Collective’s member firms, 40% consist of single entrepreneurs working from home. Despite being a part of a creative milieu that is constantly captured by the Portland ‘brand’, working long hours, alone, produces a sense of isolation, articulated well by this apparel maker:It’s very isolating working from home alone. [...] The other people I know are working from home, handmade people, I’ll post something, and it makes you realize we’re all sitting at home doing the exact same thing. We can’t all hang out because you gotta focus when you’re working, but when I’m like ugh, I just need a little break from the sewing machine for five minutes, I go on Instagram.This statement paints Instagram as a coping mechanism for the isolation of working alone from home, an important impetus for makers to use Instagram. This maker uses Instagram roughly two hours per workday to connect with other makers and to follow certain ‘trendsetters’ (many of whom also live in Portland). Following other makers allows the maker community to gauge where they are relative to other makers; one furniture maker told us that she was able to see where she should be going based on other makers that were slightly ahead of her, but she could also advise other makers that were slightly behind her. The effect is a sense of collaborative participation in the ‘scene’, which both alleviates the sense of isolation and helps makers gain legitimacy from others in their milieu. As we show below, this participation demands from makers a curative process of identity formation. Jacque Rancière’s intentional double meaning of the French term partage (the “distribution of the sensible”) creates space to frame curation in terms of the politics around “sharing in” and “sharing out” (Méchoulan). For Rancière, the curative aspect of communities (or scenes) reveals something inherently political about aesthetics: the politics of visibility on Instagram “revolve around what is seen and what can be said about it, who has the ability to see and the talent to speak, around the properties of space and the possibilities of time” (8-9). An integral part of the process of curating a particular identity to express over Instagram is reflected by who they follow or what they ‘like’ (a few makers mentioned the fact that they ‘like’ things strategically).Ultimately, makers need followers for their brand (product brand, self-brand, and place-brand), which requires makers to engage in a form of aesthetic labour through a curated articulation of who a maker is–their personal story, or what Duffy and Hund call “the destiny of passionate work”–and how that translates into what they make at the same time. These identities congeal over Instagram: one maker described this as a “circle of firms that are moving together.” Penetrating that circle by curating connections over Instagram is an important branding strategy.As a confections maker told us, strategically using hashtags and stylizing pictures to fit the trends is paramount. Doing these things effectively draws attention from other makers and trendsetters, and, as an apparel maker told us, getting even one influential trendsetter or blogger to follow them on Instagram can translate into huge influxes of attention (and sales) for their business. Furthermore, getting featured by an influential blogger or online magazine can yield instantaneous results. For instance, we spoke with an electronics accessories maker that had been featured in Gizmodo a few years prior, and the subsequent uptick in demand led him to hire over 20 new employees.The formulation of a ‘maker’ subjectivity reveals the underlying manner in which certain subjective characteristics are expressed while others remain hidden; expressing the wrong characteristics may subvert the ability for makers to establish themselves in the milieu. We asked a small Portland enterprise that documents the local maker scene about the process of curating an Instagram photo, especially curious about how they aesthetically frame ‘site visits’ at maker workspaces. We were somewhat surprised to hear that makers tend to “clean too much” ahead of a photo shoot; the photographer we spoke with told us that people want to see the space as it looks when it’s being worked in, when it’s a little messy. The photographer expressed an interest in accentuating the maker’s ‘individual understanding’ of the maker aesthetic; the framing and the lighting of each photo is meant to relay traces of the maker to potential consumers. The desire seems to be the expression and experience of ‘authenticity’, a desire that if captured correctly grants the maker a great deal of purchase in the field of Portland Made consumers. This is all to say that the curation of the workspaces is essential to the construction of the maker subjectivity and the Portland imaginary. Maker workshops are rendered as real places where real makers that belong to an authentic maker milieu produce authentic Portland goods that have a piece of Portland embedded within them (Molotch). Instagram is central in distributing that mythology to a global audience.At this point we can start to develop the relationship between maker subjectivity and place. Authenticity, in this context, appears to be tied to the product being both handmade and place-specific. As the curated imaginary of Portland matures, a growing dialogue emerges between makers and consumers of Portland Made (authentic) goods. This dialogue is a negotiated form of authority in which the maker claims authority while the consumer simultaneously confers authority. The aforementioned place-specificity signals a new layer of magic in regards to Portland’s distinctive position: would ‘making’ in any other place be generative of such authority? According to a number of our interviewees, being from Portland carries the assumption that Portland’s makers have a certain level of expertise that comes from being completely embedded in Portland’s creative scene. This complex interplay between real and virtual treats Portland’s imaginary as a concrete reality, preparing it for consumption by reinforcing the notion of an authoritative collective brand (Portland Made). One bicycle accessory maker claimed that the ability of Portland’s makers to access the Portland brand transmits credibility for makers of things associated with Portland, such as bikes, beer, and crafty goods. This perhaps explains why so many makers use Portland in the name of their company (e.g. Portland Razor Company) and why so many stamp their goods with ‘Made in Portland’.This, however, comes with an added set of expectations: the maker, again, is tasked with cultivating and performing a particular aesthetic in order to achieve legitimacy with their target audience, only this time it ends up being the dominant aesthetic associated with a specific place. For instance, the aforementioned bicycle accessory maker that we spoke with recalled an experience at a craft fair in which many of the consumers were less concerned with his prices than whether his goods were handmade in Portland. Without this legitimation, the good would not have the mysticism of Portland as a place locked within it. In this way, the authenticity of a place becomes metonymic (e.g. Portlandia), similar to how Detroit became known as ‘Motor City’. Portland’s particular authenticity is wrapped up in individuality, craftiness, creativity, and environmental conscientiousness, all things that makers in some way embed in their products (Molotch) and express in the photos on their Instagram feeds (Hjorth).(Social) Media, Place, and the Performance of Aesthetics In this section, we turn our attention to the relationship between subjectivity, place, and Instagram. Scholars have investigated how television production (Pramett), branding (Pike), and locative-based social media (Hjorth, Hjorth and Gu, Hjorth and Lim, Leszczynski) function as spatial practices. The practices affect and govern experiences and interactions with space, thereby generating spatial hybridity (de Souza e Silva). McQuire, for example, investigates the historical formation of the ‘media city’, demonstrating how various media technologies have become interconnected with the architectural structures of the city. Pramett expands on this analysis of media representations of cities by interrogating how media production acts as a spatial practice that produces and governs contested urban spaces, the people in those spaces, and the habitus of the place, forming what she dubs the “media neighbourhood.” The media neighbourhood becomes ordered by the constant opportunities for neighbourhood residents to be involved in media production; residents must navigate and interact with local space as though they may be captured on film or asked to work in the background production at any moment. These material (on site shooting and local hiring practices) and immaterial (textual, musical, and visual representations of a city) production practices become exploitative, extracting value from a place for media industries and developers that capitalize on a place’s popular imaginary.McQuire’s media city and Pramett’s media neighbourhood help us understand the embeddedness of (social) media in the material landscapes of Portland. Over the past few years, Portland has begun experiencing new flows of tourists and migrants–we should note that more than a few makers mentioned in interviews that they moved to Portland in order to become makers–expecting to find what they see on Instagram overlaid materially on the city itself. And indeed, they do: ‘vibrant’ neighbourhood districts such as Alberta Arts, Belmont, Mississippi, Hawthorne, Northwest 23rd, and downtown Portland’s rebranded ‘West End’ are all increasingly full of colourful boutiques that express maker aesthetics and sell local maker goods. Not only do the goods and boutiques need to exemplify these aesthetic qualities, but the makers and the workspaces from which these goods come from, need to fit that aesthetic.The maker subjectivity is developed through the navigation of both real and virtual experiences that contour the social performance of a ‘maker aesthetic’. This aesthetic has become increasingly socially consumed, a trend especially visible on Instagram: as a point of reference, there are at least four Portland-based ‘foodies’ that have over 80,000 followers on Instagram. One visible result of this curated and performed subjectivity and the place-brand it captures is the physical transformation of Portland: (material) space has become a surface onto which the (virtual) Instagram/maker aesthetic is being inscribed, a stage on which the maker aesthetic is performed. The material and immaterial are interwoven into a dramaturgy that gives space a certain set of meanings oriented toward creativity, quirkiness, and consumption. Meanings cultivated over Instagram, then, become productive of meaning in place. These meanings are consumed by thousands of tourists and newly minted Portlanders, as images of people posing in front of Portland’s hipster institutions (such as Salt & Straw or Voodoo Donuts) are captured on iPhones and redistributed back across Instagram for the world to experience. Perhaps this is why Tokyo now has an outpost of Portland’s Blue Star Donuts or why Red Hook (Brooklyn) has its own version of Portland’s Pok Pok. One designer/maker, who had recently relocated to Portland, captured the popular imaginary of Portland in this conversation:Maker: People in Brooklyn love the idea that it came from Portland. People in Seattle love it; people in the Midwest love that it came from Portland right now, because Portland’s like the thing.Interviewer: What does that mean, what does it embody?Maker: They know that it’s local, it like, they know that maker thing is there, it’s in Portland, that they know it’s organic to Portland, it’s local to Portland, there’s this crazy movement that you hear throughout the United States about–Interviewer: So people are getting a piece of that?Maker: Yeah.For us, the dialogical relationship between material and immaterial has never been more entangled. Instagram is one way that makers might control the gap between fragmentation and belonging (i.e. to a particular community or milieu), although in the process they are confronted with an aesthetic distribution that is productive of a mythological sense of place that social media seems to produce, distribute, and consume so effectively. In the era of social media, where sense of place is so quickly transmitted, cities can come to represent a sense of collective identity, and that identity might in turn be distributed across its material landscape.DenouementThrough every wrench turn, every stitching of fabric, every boutique opening, and every Instagram post, makers actively produce Portland as both a local and global place. Portland is constructed through the material and virtual interactions makers engage in, both cultivating and framing everyday interactions in space and ideas held about place. In the first section, we focused on the curation of a maker aesthetic and the development of the maker subjectivity mediated through Instagram. The second section attempted to better understand how those aesthetic performances on Instagram become imprinted on urban space and how these inscriptions feedback to global audiences. Taken together, these performances reveal the complex undertaking that makers adopt in branding their goods as Portland Made. In addition, we hope to have shown the complex entanglements between space and place, production and consumption, and ‘here’ and ‘not here’ that are enrolled in value production at the nexus of place-brand generation.Our investigation opens the door to another, perhaps more problematic set of interrogations which are beyond the scope of this paper. In particular, and especially in consideration of Portland’s gentrification crisis, we see two related sets of displacements as necessary of further interrogation. First, as we answer the question of where Portland is made, we acknowledge that the capturing of Portland Made as a brand perpetuates a process of displacement and “spatio-subjective” regulation that both reflects and reproduces spatial rationalizations (Williams and Dourish). This dis-place-ment renders particular neighbourhoods and populations within Portland, specifically ethnic minorities and the outer edges of the metropolitan area, invisible or superfluous to the city’s imaginary. Portland, as presented by makers through their Instagram accounts, conceals the city’s “power geometries” (Massey) and ignores the broader social context Portland exists in, while perpetuating the exclusion of ethnic minorities from the conversation about what else is made in Portland.Second, as Portland Made has become virtually representative of a deepening connection between makers and place, the performance of such aesthetic labour has left makers to navigate a process that increasingly leads to their own estrangement from the very place they have a hand in creating. This process reveals an absurdity: makers are making the very thing that displaces them. The cultivation of the maker milieu attracts companies, in-movers, and tourists to Portland, thus creating a tight real estate market and driving up property values. Living and working in Portland is increasingly difficult for makers, epitomized by the recent sale and eviction of approximately 500 makers from the Town Storage facility (Hammill). Additionally, industrial space in the city is increasingly coveted by tech firms, and competition over such space is being complicated by looming zoning changes in Portland’s new comprehensive plan.Our conclusions suggest additional research is needed to understand the relationship(s) between such aesthetic performance and various forms of displacement, but we also suggest attention to the global reach of such dynamics: how is Portland’s maker ecosystem connected to the global maker community over social media, and how is space shaped differentially in other places despite a seemingly homogenizing maker aesthetic? Additionally, we do not explore policy implications above, although there is significant space for such exploration with consideration to the attention that Portland and the maker movement in general are receiving from policymakers hungry for a post-Fordist magic bullet. ReferencesBanet-Weiser, Sarah, and Inna Arzumanova. “Creative Authorship, Self-Actualizing Women, and the Self-Brand.” Media Authorship. Eds. Cynthia Chris and David A. Gerstner. New York, NY: Routledge, 2012: 163-179. De Souza e Silva, Adriana. “From Cyber to Hybrid: Mobile Technologies as Interfaces of Hybrid Spaces.” Space and Culture 9.3 (2006): 261–278.Duffy, Brooke Erin, “The Romance of Work: Gender and Aspirational Labour in the Digital Culture Industries.” International Journal of Cultural Studies (2015): 1–17. Duffy, Brooke Erin, and Emily Hund. “‘Having It All’ on Social Media: Entrepreneurial Femininity and Self-Branding among Fashion Bloggers.” Social Media + Society 1.2 (2015): n. pag. Doussard, Marc, Charles Heying, Greg Schrock, and Laura Wolf-Powers. Metropolitan Maker Networks: The Role of Policy, Organization, and "Maker-Enabling Entrepreneurs" in Building the Maker Economy. Progress update to the Ewing Marion Kauffman Foundation. 2015. Gill, Rosalind. “‘Life Is a Pitch’: Managing the Self in New Media Work.” Managing Media Work (2010): n. pag. Hammill, Luke. "Sale of Towne Storage Building Sends Evicted Artists, Others Scrambling for Space." The Oregonian, 2016.Hesmondhalgh, David, and Sarah Baker. Creative Labour: Media Work in Three Cultural Industries. London, UK: Routledge, 2011. Heying, Charles. Brew to Bikes: Portland’s Artisan Economy. Portland, OR: Ooligan Press, 2010. Hjorth, Larissa. “The Place of the Emplaced Mobile: A Case Study into Gendered Locative Media Practices.” Mobile Media & Communication 1.1 (2013): 110–115. Hjorth, Larissa, and Kay Gu. “The Place of Emplaced Visualities: A Case Study of Smartphone Visuality and Location-Based Social Media in Shanghai, China.” Continuum: Journal of Media & Cultural Studies 26.5 (2012): 699–713. Hjorth, Larissa, and Sun Sun Lim. “Mobile Intimacy in an Age of Affective Mobile Media.” Feminist Media Studies 12.4 (2012): 477–484. Hracs, Brian J., and Deborah Leslie. “Aesthetic Labour in Creative Industries: The Case of Independent Musicians in Toronto, Canada.” Area 46.1 (2014): 66–73. Leszczynski, A. “Spatial Media/tion.” Progress in Human Geography 39.6 (2014): 729–751. Marotta, Stephen, and Charles Heying. “Interrogating Localism: What Does ‘Made in Portland’ Really Mean?” Craft Economies: Cultural Economies of the Handmade. Eds. Susan Luckman and Nicola Thomas. London, UK: Bloomsbury Academic: forthcoming. Marwick, Alice E., and danah boyd. “I Tweet Honestly, I Tweet Passionately: Twitter Users, Context Collapse, and the Imagined Audience.” New Media & Society 13.1 (2011): 114–133. Massey, Doreen. “A Global Sense of Place.” Space, Place, and Gender. Minneapolis, MN: University of Minnesota Press, 1994. McQuire, Scott. The Media City: Media, Architecture and Urban Space. Los Angeles, CA: Sage Publications Inc., 2008. Mechoulan, Eric. “Introduction: On the Edges of Jacques Ranciere.” SubStance 33.1 (2004): 3–9. Molotch, Harvey. “Place in Product.” International Journal of Urban and Regional Research 26.4 (2003): 665–688. Neff, Gina, Elizabeth Wissinger, and Sharon Zukin. “Entrepreneurial Labor among Cultural Producers: ‘Cool’ Jobs in ‘Hot’ Industries.” Social Semiotics 15.3 (2005): 307–334. Pasquinelli, Cecilia, and Jenny Sjöholm. “Art and Resilience: The Spatial Practices of Making a Resilient Artistic Career in London.” City, Culture and Society 6.3 (2015): 75–81. Pike, Andy. “Placing Brands and Branding: A Socio-Spatial Biography of Newcastle Brown Ale.” Transactions of the Institute of British Geographers 36.2 (2011): 206–222. ———. “Progress in Human Geography Geographies of Brands and Branding Geographies of Brands and Branding.” (2009): 1–27. Ranciere, Jacque. The Politics of Aesthetics. London: Bloomsbury Academic, 2004. Roy, Kelley. Portland Made. Portland, OR: Self-Published, 2015.

Photo by Tingey Injury Law Firm on Unsplash ABSTRACT The coverage of healthcare costs allegedly brought about by people’s own earlier health-adverse behaviors is certainly a matter of justice. However, this raises the following questions: justice for whom? Is it right to take people’s past behaviors into account in determining their access to healthcare? If so, how do we go about taking those behaviors into account? These bioethical questions become even more complex when we consider them in the context of a commitment to publicly funded, universal healthcare coverage. INTRODUCTION Healthcare coverage of lifestyle-related conditions is certainly a matter of justice. However, this raises the following justice-related question: Is it right to consider people’s past behaviors in determining their access to healthcare? If so, the methods of taking those behaviors into account must be fair and justifiable. This bioethical question becomes even more complex when we consider it in the context of a commitment to publicly funded, universal healthcare coverage. This paper takes an old, classic debate, evaluates newer approaches, and offers an argument favoring a combined approach which alters the liberal-egalitarian solution to account for social justice. ANALYSIS I. Causes of Disease If healthcare coverage were universal, irrespective of socioeconomic status and lifestyle, people would contribute to the cost of remedying the lifestyle-induced health problems of others. In the West, lifestyle-related diseases are burdensome.[i] This paper approaches this concern from a western lens that incorporates both a European tradition of “social safety nets” and an American tradition of personal freedoms. By taking such an approach, solutions to the consequences of one’s past behavior burdening others must consider an individual’s personal freedom to choose to act as he or she wishes, with the distributive social and economic equality of the many. The concept of disease caused by lifestyle and diet is proven. Many health conditions include behavioral risk factors. Multi-pack smoking increases the risk of chronic lung disease, while obesity increases the risk of type 2 diabetes. Inattention to high blood pressure, high cholesterol, and a lack of exercise leads to increased risks of coronary artery disease.[ii] While poor lifestyle choices certainly influence these conditions, their causes are multifactorial, and it is difficult to say that any single string of poor choices led to their development. In a scenario where two men excessively eat fast food for 20 years, several discrete factors impact whether any of them might suffer an ischemic-embolic stroke or not. Genetics, circumstances, and activity will also contribute to outcomes. II. Alcohol-Related End-Stage Liver Disease One paper suggests that alcohol-related end-stage liver disease (ARESLD) differs from other multifactorial disorders as alcohol alone causes the disease.[iii] It justifies attributing personal responsibility to patients with ARESLD because the condition develops only after the cumulative effects of large quantities of alcohol consumed from years to decades.[iv] However, the paper undermines its position by admitting that even the susceptibility to becoming an alcoholic has some degree of genetic predisposition.[v] Given the extreme scarcity of donor livers, some patients may be prioritized over others on the transplant waiting list. Since donor livers cannot be given to everyone, transplanting a liver into an alcoholic may result in death for competing candidates whose liver disease was not their fault. All else being equal, if bioethicists avoid claiming moral deficiency or judgment, those with apparently self-inflicted ARESLD will not be deprived of treatment but will have a lower priority for transplant.[vi] In contrast, another position suggests that it is often difficult to define what behaviors are punishable as these are largely personal and value-laden.[vii] Still, people do not support using their own resources to support the consequences of others’ poor choices, no matter how objective.[viii] In democratic societies, one must take into consideration community morals and values.[ix] Even if we were to punish people for their health-adverse behaviors, we could not logistically employ the vigorous and sustained efforts necessary to determine whose actions are morally weak.[x] III. The Liberal-Egalitarian Proposal One past argument proposes a liberal-egalitarian solution to manage personal responsibility for so-called “lifestyle diseases.”[xi] This Rawlsian system combines the European-style “social safety net” commitment to social and economic equality with the American liberal notion of pluralist toleration and personal freedoms. This idealized system aims to hold people responsible for their choices rather than the consequences to mitigate the downside of blaming those who might not be blameworthy. The approach avoids determining the questionable nature of luck and personal responsibility for health outcomes, fairness in the distribution of economic burden, and the intrusiveness required to practically determine who acts in a morally wrong and health-adverse way. The liberal-egalitarian model, a theory of distributive justice, has two facets: the liberal principle that people should be held accountable for their choices and the egalitarian principle that people who make the same choices should have the same outcomes.[xii] This model attempts to fuse responsibility with equity by seeking to reward good behavior and tax bad behavior rather than punish the consequences of the action and navigate who deserves treatment. For instance, the hospital bedside is not the appropriate place to introduce responsibility for one’s health outcomes.[xiii] This appeals to the reality that, at that time, discerning the true causes of disease was not plausible and to humanity in avoiding a heartless and cruel approach. An argument in favor of the liberal-egalitarian model considers its method of implementation. This approach assumes that the healthcare system treats all individuals regardless of their choices or ability to cover costs. The liberal-egalitarian model also assumes that a certain adverse health condition is related, statistically speaking, to the consumption of a certain good and that good can be taxed. As such, it proposes to tax the consumption of that good to finance the collective burden which arises from that good’s consumption rather than require individuals to pay for their own treatment. In the example of ARESLD, the recommended solution would be taxing all alcohol. While a systematic infrastructure is not explicit, there is the implication that a per-unit tax can be imposed on alcohol so the total tax revenue would make up for the additional healthcare costs due to consumption.[xiv] Upholding the principle that all people who make the same choices should face the same costs, all consumers of alcohol would pay the same tax, regardless of factors such as genetic predisposition to alcoholism, lifestyle, or expected cost of treatment. Upholding the principle of individual responsibility, this model does not deny treatment to anyone, neutralizing factors outside that individual’s control by imposing the tax ex-ante. Other people are not burdened by those who consume the good. People who consume alcohol face a burden proportional to the amount consumed. This tax-based implementation is justified so long as the tax is not prohibitively high for the average consumer. Further, the model mitigates concerns over the intrusiveness of ascribing morality to health-adverse behaviors. IV. Moral and Social Arguments Against the Liberal-Egalitarian Position Arguments against the liberal-egalitarian model concerns its many assumptions. First, this model assumes that consumption of such goods is directly related to the health outcome and that these goods can be taxed.[xv] Certain people genetically predisposed to alcoholism would be predisposed to consume more alcohol. The model falls short when applied to scenarios where health outcomes are not consumption-based, such as engaging in unsafe sex or abstaining from healthy lifestyle choices like exercise. Second, some might argue that the liberal-egalitarian model fails to remain neutral. Residual moral judgments tied to consumption choices introduce non-neutrality. Although taxation in free societies is determined by democratic procedures rather than by individuals in the healthcare system, moral and value-based judgments will be implicit in deciding what behaviors are taxable, such as the purchase of cigarettes. Third, the liberal-egalitarian model fails to determine whether one’s behavior is autonomous, as socio-cultural-economic factors may influence it and behavior is more a product of society, peer pressure, or income. Those also may reflect systemic inequalities. Therefore, this model, which rewards, or taxes based solely on decisions, regardless of their consequences and motivations, fails to consider that a person’s decisions may not be completely autonomous. V. Libertarian Arguments Against the Liberal-Egalitarian Model a. State Intrusiveness as Counter to the Liberal-Egalitarian Model Last, there is a libertarian worry that if the state guarantees universal healthcare coverage to all people, the state will have to become highly intrusive and investigate people’s morals.[xvi] At least one-third of all disease burden in North America, Europe, and the Asia-Pacific is attributable to lifestyle measures such as tobacco smoking, alcohol consumption, high cholesterol, and obesity.[xvii] With these various lifestyles, it is not likely to agree on what conduct to tax or condemn.[xviii] The fine-toothed comb required to determine whether each citizen has been engaging in these behaviors would intrude on daily life and personal freedom. Libertarians champion the argument that impractical intrusiveness would result from universal healthcare, and such a degree of intrusiveness would likely be universally unacceptable.[xix] The liberal-egalitarian model mitigates the libertarian worry about state intrusiveness as it does not involve prying into one’s life and choices other than taxing goods. A liberal state should ideally be neutral to how people decide to live their lives. In all, libertarians can rest assured that the liberal-egalitarian tax-based model, through its ex-ante implementation, will require no prying state eyes. States that provide universal healthcare coverage and wish to condemn certain misconduct do not need to become overly intrusive to carry out measures to hold individuals accountable. b. Fairness Another libertarian worry regarding the guarantee of universal healthcare coverage in the context of lifestyle-driven diseases is that the public will be burdened unfairly with covering others’ ill-advised mistakes or bad luck. An ideal system to address this worry would link treatment or payment for treatment with whatever behavior caused that need.[xx] The distribution of burdens should be linked to how different individuals contributed to the creation of those burdens. Applied to health policy, we should ask how the need for a certain treatment arose when determining how to distribute its cost.[xxi] The liberal-egalitarian model aspires to hold individuals responsible for their choices, not for the consequences of such choices. This model significantly mitigates the libertarian worry over unfair burdens for covering other people’s mistakes or social conditions, which lead to those bad outcomes, by ensuring to not burden others with any of the costs for the treatment of people who decide to engage in certain health-adverse behaviors. The aforementioned taxation-based system would only tax those who also engage in the health-adverse behavior through consumption, and that tax directly pays for the necessary collective treatment. As such, those who do not consume the good are not involved with the payment scheme, while those who do consume the good are responsible for payment in a matter proportional to the amount of the good they have consumed. VI. Universal Coverage Taking a step back, one should consider whether these worries regarding the coverage of apparently self-inflicted health conditions in the context of universal healthcare are worthwhile issues. One perspective raises what is called the culturally imagined objection — an idea erroneously held by many that sick people, especially those who are poor and uneducated, bring these illnesses upon themselves due to poor decision-making and irresponsible risk-taking.[xxii] This perspective critiques the uniquely American view that, since individuals are free to choose their lifestyles, they should bear the costs of their lifestyle.[xxiii] Taking this argument further, some (perhaps the strongly libertarian) would say that the poor health status among many individuals is the price individuals must pay for their American way of life and the liberty and freedom to live as they wish. However, people should not completely punish individuals for their health-adverse behaviors because these choices are largely pre-determined by a person’s socioeconomic influences.[xxiv] The outcomes from these allegedly ill-advised behaviors, which largely affect poorer people, are not just poor behavior but rather a public health crisis. Perhaps the state and its people should take collective responsibility and cover the costs of treatment for those health outcomes without question, as a form of public service. Rather than worrying about accountability and taxing bad behavior or intrusiveness into personal decisions, some might argue that people need to collectively take responsibility for reducing the overarching systemic inequalities and covering the associated treatment costs as a measure of public health. VII. Proposed Solution Given the strengths of the liberal-egalitarian model and taking into account libertarian and social justice-oriented objections, an ideal solution for the coverage of lifestyle-related health problems needs to consider the complex relationship between a person’s behaviors and their apparent health outcomes. It must consider how society as a whole passes judgment on behaviors and how to take into account that many health-adverse decisions are not truly autonomous decisions, as various genetic and socioeconomic factors influence them. An ideal solution combines the liberal-egalitarian tax-based model with the social justice concerns of universal coverage. Whatever the cost for the treatment of medical issues resulting in part or entirely from lifestyle and diet, taxes collected from spending associated with the behavior (like the purchase of alcohol, junk food, and cigarettes) ex-ante should fund 50 percent of the cost of treatment, while the universal healthcare taxation scheme should include the other 50 percent. Such a system would provide an incentive to avoid the purchases that can lead to unhealthy consumption and make healthier choices, slightly punish and discourage such purchases through taxation, yet not overly punish people whose outcomes may have more to do with socioeconomic factors and genetics. Adding public responsibility demonstrates acknowledgement that health care is in the public interest and can mitigate public health inequalities. This solution would fuse personal responsibility with the public responsibility of state-sponsored social improvement while ensuring that all people have fair access to necessary treatment, no matter their ability to pay. CONCLUSION The 50-50 system this paper proposes reflects both justice and personal responsibility in covering healthcare costs allegedly brought about by people’s own health-adverse behaviors. By allocating tax revenue from consumption that contributes or even alone causes poor health outcomes, such a system incorporates personal responsibility. By using general tax revenue for health care, such a system would meet the libertarian requirement of providing care without any moral investigation of past behaviors and the social justice consideration of providing health care to those who may have unwittingly ventured into ill-health due to systemic injustice, socioeconomics, or genetics. - [i] Cappelen, A. W. (2005). Responsibility in health care: A liberal egalitarian approach. Journal of Medical Ethics, 31(8), 476–480. https://doi.org/10.1136/jme.2004.010421 [ii] Moss, A. H. (1991). Should alcoholics compete equally for liver transplantation? JAMA: The Journal of the American Medical Association, 265(10), 1295–1298. https://doi.org/10.1001/jama.1991.03460100097032 [iii] Moss, p. 1295-1298. [iv] Moss, p. 1296. [v] Moss, p. 1295-1298. [vi] Moss, p. 1295-1298. [vii] Cohen, C. IS THIS SUPPOSED TO BE COHEN AND BENJAMIN (1991). Alcoholics and liver transplantation. JAMA: The Journal of the American Medical Association, 265(10), 1299–1301. https://doi.org/10.1001/jama.1991.03460100101033 [viii] Cohen, p. 1299-1301. [ix] Moss, p. 1297. [x] Cohen, p. 1300. [xi] Cappelen, p. 478-480. [xii] Cappalen, p. 478-480. [xiii] Cappelen, p.479. [xiv] Cappelen, p. 479. [xv] Cappelen, p. 479 [xvi] Cohen, p. 1301. [xvii] Cappelen, p. 478. [xviii] Cohen, p. 1299-1301. [xix] Cohen, p. 1301. [xx] Cappelen, p. 476-480. [xxi] Cappelen, p. 476-480. [xxii] Kawachi, I. (2005). Why the United States is not number one in Health. Healthy, Wealthy, and Fair, 18–33. https://doi.org/10.1093/acprof:oso/9780195170665.003.0013 [xxiii] Kawachi, p. 18-33. [xxiv] Kawachi, p. 18-33.

Photo by Tingey Injury Law Firm on Unsplash ABSTRACT The coverage of healthcare costs allegedly brought about by people’s own earlier health-adverse behaviors is certainly a matter of justice. However, this raises the following questions: justice for whom? Is it right to take people’s past behaviors into account in determining their access to healthcare? If so, how do we go about taking those behaviors into account? These bioethical questions become even more complex when we consider them in the context of a commitment to publicly funded, universal healthcare coverage. INTRODUCTION Healthcare coverage of lifestyle-related conditions is certainly a matter of justice. However, this raises the following justice-related question: Is it right to consider people’s past behaviors in determining their access to healthcare? If so, the methods of taking those behaviors into account must be fair and justifiable. This bioethical question becomes even more complex when we consider it in the context of a commitment to publicly funded, universal healthcare coverage. This paper takes an old, classic debate, evaluates newer approaches, and offers an argument favoring a combined approach which alters the liberal-egalitarian solution to account for social justice. ANALYSIS l. Causes of Disease If healthcare coverage were universal, irrespective of socioeconomic status and lifestyle, people would contribute to the cost of remedying the lifestyle-induced health problems of others. In the West, lifestyle-related diseases are burdensome.[1] This paper approaches this concern from a western lens that incorporates both a European tradition of “social safety nets” and an American tradition of personal freedoms. By taking such an approach, solutions to the consequences of one’s past behavior burdening others must consider an individual’s personal freedom to choose to act as he or she wishes, with the distributive social and economic equality of the many. The concept of disease caused by lifestyle and diet is proven. Many health conditions include behavioral risk factors. Multi-pack smoking increases the risk of chronic lung disease, while obesity increases the risk of type 2 diabetes. Inattention to high blood pressure, high cholesterol, and a lack of exercise leads to increased risks of coronary artery disease.[2] While poor lifestyle choices certainly influence these conditions, their causes are multifactorial, and it is difficult to say that any single string of poor choices led to their development. In a scenario where two men excessively eat fast food for 20 years, several discrete factors impact whether any of them might suffer an ischemic-embolic stroke or not. Genetics, circumstances, and activity will also contribute to outcomes. ll. Alcohol-Related End-Stage Liver Disease One paper suggests that alcohol-related end-stage liver disease (ARESLD) differs from other multifactorial disorders as alcohol alone causes the disease.[3] It justifies attributing personal responsibility to patients with ARESLD because the condition develops only after the cumulative effects of large quantities of alcohol consumed from years to decades.[4] However, the paper undermines its position by admitting that even the susceptibility to becoming an alcoholic has some degree of genetic predisposition.[5] Given the extreme scarcity of donor livers, some patients may be prioritized over others on the transplant waiting list. Since donor livers cannot be given to everyone, transplanting a liver into an alcoholic may result in death for competing candidates whose liver disease was not their fault. All else being equal, if bioethicists avoid claiming moral deficiency or judgment, those with apparently self-inflicted ARESLD will not be deprived of treatment but will have a lower priority for transplant.[6] In contrast, another position suggests that it is often difficult to define what behaviors are punishable as these are largely personal and value-laden.[7] Still, people do not support using their own resources to support the consequences of others’ poor choices, no matter how objective.[8] In democratic societies, one must take into consideration community morals and values.[9] Even if we were to punish people for their health-adverse behaviors, we could not logistically employ the vigorous and sustained efforts necessary to determine whose actions are morally weak.[10] lll. The Liberal-Egalitarian Proposal One past argument proposes a liberal-egalitarian solution to manage personal responsibility for so-called “lifestyle diseases.”[11] This Rawlsian system combines the European-style “social safety net” commitment to social and economic equality with the American liberal notion of pluralist toleration and personal freedoms. This idealized system aims to hold people responsible for their choices rather than the consequences to mitigate the downside of blaming those who might not be blameworthy. The approach avoids determining the questionable nature of luck and personal responsibility for health outcomes, fairness in the distribution of economic burden, and the intrusiveness required to practically determine who acts in a morally wrong and health-adverse way. The liberal-egalitarian model, a theory of distributive justice, has two facets: the liberal principle that people should be held accountable for their choices and the egalitarian principle that people who make the same choices should have the same outcomes.[12] This model attempts to fuse responsibility with equity by seeking to reward good behavior and tax bad behavior rather than punish the consequences of the action and navigate who deserves treatment. For instance, the hospital bedside is not the appropriate place to introduce responsibility for one’s health outcomes.[13] This appeals to the reality that, at that time, discerning the true causes of disease was not plausible and to humanity in avoiding a heartless and cruel approach. An argument in favor of the liberal-egalitarian model considers its method of implementation. This approach assumes that the healthcare system treats all individuals regardless of their choices or ability to cover costs. The liberal-egalitarian model also assumes that a certain adverse health condition is related, statistically speaking, to the consumption of a certain good and that good can be taxed. As such, it proposes to tax the consumption of that good to finance the collective burden which arises from that good’s consumption rather than require individuals to pay for their own treatment. In the example of ARESLD, the recommended solution would be taxing all alcohol. While a systematic infrastructure is not explicit, there is the implication that a per-unit tax can be imposed on alcohol so the total tax revenue would make up for the additional healthcare costs due to consumption.[14] Upholding the principle that all people who make the same choices should face the same costs, all consumers of alcohol would pay the same tax, regardless of factors such as genetic predisposition to alcoholism, lifestyle, or expected cost of treatment. Upholding the principle of individual responsibility, this model does not deny treatment to anyone, neutralizing factors outside that individual’s control by imposing the tax ex-ante. Other people are not burdened by those who consume the good. People who consume alcohol face a burden proportional to the amount consumed. This tax-based implementation is justified so long as the tax is not prohibitively high for the average consumer. Further, the model mitigates concerns over the intrusiveness of ascribing morality to health-adverse behaviors. lV. Moral and Social Arguments Against the Liberal-Egalitarian Position Arguments against the liberal-egalitarian model concerns its many assumptions. First, this model assumes that consumption of such goods is directly related to the health outcome and that these goods can be taxed.[15] Certain people genetically predisposed to alcoholism would be predisposed to consume more alcohol. The model falls short when applied to scenarios where health outcomes are not consumption-based, such as engaging in unsafe sex or abstaining from healthy lifestyle choices like exercise. Second, some might argue that the liberal-egalitarian model fails to remain neutral. Residual moral judgments tied to consumption choices introduce non-neutrality. Although taxation in free societies is determined by democratic procedures rather than by individuals in the healthcare system, moral and value-based judgments will be implicit in deciding what behaviors are taxable, such as the purchase of cigarettes. Third, the liberal-egalitarian model fails to determine whether one’s behavior is autonomous, as socio-cultural-economic factors may influence it and behavior is more a product of society, peer pressure, or income. Those also may reflect systemic inequalities. Therefore, this model, which rewards, or taxes based solely on decisions, regardless of their consequences and motivations, fails to consider that a person’s decisions may not be completely autonomous. V. Libertarian Arguments Against the Liberal-Egalitarian Model a. State Intrusiveness as Counter to the Liberal-Egalitarian Model Last, there is a libertarian worry that if the state guarantees universal healthcare coverage to all people, the state will have to become highly intrusive and investigate people’s morals.[16] At least one-third of all disease burden in North America, Europe, and the Asia-Pacific is attributable to lifestyle measures such as tobacco smoking, alcohol consumption, high cholesterol, and obesity.[17] With these various lifestyles, it is not likely to agree on what conduct to tax or condemn.[18] The fine-toothed comb required to determine whether each citizen has been engaging in these behaviors would intrude on daily life and personal freedom. Libertarians champion the argument that impractical intrusiveness would result from universal healthcare, and such a degree of intrusiveness would likely be universally unacceptable.[19] The liberal-egalitarian model mitigates the libertarian worry about state intrusiveness as it does not involve prying into one’s life and choices other than taxing goods. A liberal state should ideally be neutral to how people decide to live their lives. In all, libertarians can rest assured that the liberal-egalitarian tax-based model, through its ex-ante implementation, will require no prying state eyes. States that provide universal healthcare coverage and wish to condemn certain misconduct do not need to become overly intrusive to carry out measures to hold individuals accountable. b. Fairness Another libertarian worry regarding the guarantee of universal healthcare coverage in the context of lifestyle-driven diseases is that the public will be burdened unfairly with covering others’ ill-advised mistakes or bad luck. An ideal system to address this worry would link treatment or payment for treatment with whatever behavior caused that need.[20] The distribution of burdens should be linked to how different individuals contributed to the creation of those burdens. Applied to health policy, we should ask how the need for a certain treatment arose when determining how to distribute its cost.[21] The liberal-egalitarian model aspires to hold individuals responsible for their choices, not for the consequences of such choices. This model significantly mitigates the libertarian worry over unfair burdens for covering other people’s mistakes or social conditions, which lead to those bad outcomes, by ensuring to not burden others with any of the costs for the treatment of people who decide to engage in certain health-adverse behaviors. The aforementioned taxation-based system would only tax those who also engage in the health-adverse behavior through consumption, and that tax directly pays for the necessary collective treatment. As such, those who do not consume the good are not involved with the payment scheme, while those who do consume the good are responsible for payment in a matter proportional to the amount of the good they have consumed. Vl. Universal Coverage Taking a step back, one should consider whether these worries regarding the coverage of apparently self-inflicted health conditions in the context of universal healthcare are worthwhile issues. One perspective raises what is called the culturally imagined objection — an idea erroneously held by many that sick people, especially those who are poor and uneducated, bring these illnesses upon themselves due to poor decision-making and irresponsible risk-taking.[22] This perspective critiques the uniquely American view that, since individuals are free to choose their lifestyles, they should bear the costs of their lifestyle.[23] Taking this argument further, some (perhaps the strongly libertarian) would say that the poor health status among many individuals is the price individuals must pay for their American way of life and the liberty and freedom to live as they wish. However, people should not completely punish individuals for their health-adverse behaviors because these choices are largely pre-determined by a person’s socioeconomic influences.[24] The outcomes from these allegedly ill-advised behaviors, which largely affect poorer people, are not just poor behavior but rather a public health crisis. Perhaps the state and its people should take collective responsibility and cover the costs of treatment for those health outcomes without question, as a form of public service. Rather than worrying about accountability and taxing bad behavior or intrusiveness into personal decisions, some might argue that people need to collectively take responsibility for reducing the overarching systemic inequalities and covering the associated treatment costs as a measure of public health. Vll. Proposed Solution Given the strengths of the liberal-egalitarian model and taking into account libertarian and social justice-oriented objections, an ideal solution for the coverage of lifestyle-related health problems needs to consider the complex relationship between a person’s behaviors and their apparent health outcomes. It must consider how society as a whole passes judgment on behaviors and how to take into account that many health-adverse decisions are not truly autonomous decisions, as various genetic and socioeconomic factors influence them. An ideal solution combines the liberal-egalitarian tax-based model with the social justice concerns of universal coverage. Whatever the cost for the treatment of medical issues resulting in part or entirely from lifestyle and diet, taxes collected from spending associated with the behavior (like the purchase of alcohol, junk food, and cigarettes) ex-ante should fund 50 percent of the cost of treatment, while the universal healthcare taxation scheme should include the other 50 percent. Such a system would provide an incentive to avoid the purchases that can lead to unhealthy consumption and make healthier choices, slightly punish and discourage such purchases through taxation, yet not overly punish people whose outcomes may have more to do with socioeconomic factors and genetics. Adding public responsibility demonstrates acknowledgement that health care is in the public interest and can mitigate public health inequalities. This solution would fuse personal responsibility with the public responsibility of state-sponsored social improvement while ensuring that all people have fair access to necessary treatment, no matter their ability to pay. CONCLUSION The 50-50 system this paper proposes reflects both justice and personal responsibility in covering healthcare costs allegedly brought about by people’s own health-adverse behaviors. By allocating tax revenue from consumption that contributes or even alone causes poor health outcomes, such a system incorporates personal responsibility. By using general tax revenue for health care, such a system would meet the libertarian requirement of providing care without any moral investigation of past behaviors and the social justice consideration of providing health care to those who may have unwittingly ventured into ill-health due to systemic injustice, socioeconomics, or genetics. - [1] Cappelen, A. W. (2005). Responsibility in health care: A liberal egalitarian approach. Journal of Medical Ethics, 31(8), 476–480. https://doi.org/10.1136/jme.2004.010421 [2] Moss, A. H. (1991). Should alcoholics compete equally for liver transplantation? JAMA: The Journal of the American Medical Association, 265(10), 1295–1298. https://doi.org/10.1001/jama.1991.03460100097032 [3] Moss, p. 1295-1298. [4] Moss, p. 1296. [5] Moss, p. 1295-1298. [6] Moss, p. 1295-1298. [7] Cohen, C. IS THIS SUPPOSED TO BE COHEN AND BENJAMIN (1991). Alcoholics and liver transplantation. JAMA: The Journal of the American Medical Association, 265(10), 1299–1301. https://doi.org/10.1001/jama.1991.03460100101033 [8] Cohen, p. 1299-1301. [9] Moss, p. 1297. [10] Cohen, p. 1300. [11] Cappelen, p. 478-480. [12] Cappalen, p. 478-480. [13] Cappelen, p.479. [14] Cappelen, p. 479. [15] Cappelen, p. 479 [16] Cohen, p. 1301. [17] Cappelen, p. 478. [18] Cohen, p. 1299-1301. [19] Cohen, p. 1301. [20] Cappelen, p. 476-480. [21] Cappelen, p. 476-480. [22] Kawachi, I. (2005). Why the United States is not number one in Health. Healthy, Wealthy, and Fair, 18–33. https://doi.org/10.1093/acprof:oso/9780195170665.003.0013 [23] Kawachi, p. 18-33. [24] Kawachi, p. 18-33.

Any understanding of social and cultural change is impossible without a knowledge of the way media work as environments. —Marshall McLuhan. What is visible and tangible in things represents our possible action upon them. —Henri Bergson. Introduction: Subjective Maps as ‘Contact Zones’ Maps feature heavily in a variety of media; they appear in textbooks, on television, in print, and on the screens of our handheld devices. The production of cartographic texts is a process that is imbued with power relations and bound up with the production and reproduction of social life (Pinder 405). Mapping involves choices as to what information is and is not included. In their organisation, categorisation, modeling, and representation maps show and they hide. Thus “the idea that a small number of maps or even a single (and singular) map might be sufficient can only apply in a spatialised area of study whose own self-affirmation depends on isolation from its context” (Lefebvre 85–86). These isolations determine the way we interpret the physical, biological, and social worlds. The map can be thought of as a schematic for political systems within a confined set of spatial relations, or as a container for political discourse. Mapping contributes equally to the construction of experiential realities as to the representation of physical space, which also contains the potential to incorporate representations of temporality and rhythm to spatial schemata. Thus maps construct realities as much as they represent them and coproduce space as much as the political identities of people who inhabit them. Maps are active texts and have the ability to promote social change (Pickles 146). It is no wonder, then, that artists, theorists and activists alike readily engage in the conflicted praxis of mapping. This critical engagement “becomes a method to track the past, embody memories, explain the unexplainable” and manifest the latent (Ibarra 66). In this paper I present a short case study of Bangalore: Subjective Cartographies a new media art project that aims to model a citizen driven effort to participate in a critical form of cartography, which challenges dominant representations of the city-space. I present a critical textual analysis of the maps produced in the workshops, the artist statements relating to these works used in the exhibition setting, and statements made by the participants on the project’s blog. This “praxis-logical” approach allows for a focus on the project as a space of aggregation and the communicative processes set in motion within them. In analysing such projects we could (and should) be asking questions about the functions served by the experimental concepts under study—who has put it forward? Who is utilising it and under what circumstances? Where and how has it come into being? How does discourse circulate within it? How do these spaces as sites of emergent forms of resistance within global capitalism challenge traditional social movements? How do they create self-reflexive systems?—as opposed to focusing on ontological and technical aspects of digital mapping (Renzi 73). In de-emphasising the technology of digital cartography and honing in on social relations embedded within the text(s), this study attempts to complement other studies on digital mapping (see Strom) by presenting a case from the field of politically oriented tactical media. Bangalore: Subjective Cartographies has been selected for analysis, in this exploration of media as “zone.” It goes some way to incorporating subjective narratives into spatial texts. This is a three-step process where participants tapped into spatial subjectivities by data collection or environmental sensing led by personal reflection or ethnographic enquiry, documenting and geo-tagging their findings in the map. Finally they engaged an imaginative or ludic process of synthesising their data in ways not inherent within the traditional conventions of cartography, such as the use of sound and distortion to explicate the intensity of invisible phenomena at various coordinates in the city-space. In what follows I address the “zone” theme by suggesting that if we apply McLuhan’s notion of media as environment together with Henri Bergson’s assertion that visibility and tangibility constitutes the potential for action to digital maps, projects such as Bangalore: Subjective Cartographies constitute a “contact zone.” A type of zone where groups come together at the local level and flows of discourse about art, information communication, media, technology, and environment intersect with local histories and cultures within the cartographic text. A “contact zone,” then, is a site where latent subjectivities are manifested and made potentially politically potent. “Contact zones,” however, need not be spaces for the aggrieved or excluded (Renzi 82), as they may well foster the ongoing cumulative politics of the mundane capable of developing into liminal spaces where dominant orders may be perforated. A “contact zone” is also not limitless and it must be made clear that the breaking of cartographic convention, as is the case with the project under study here, need not be viewed as resistances per se. It could equally represent thresholds for public versus private life, the city-as-text and the city-as-social space, or the zone where representations of space and representational spaces interface (Lefebvre 233), and culture flows between the mediated and ideated (Appadurai 33–36). I argue that a project like Bangalore: Subjective Cartographies demonstrates that maps as urban text form said “contact zones,” where not only are media forms such as image, text, sound, and video are juxtaposed in a singular spatial schematic, but narratives of individual and collective subjectivities (which challenge dominant orders of space and time, and city-rhythm) are contested. Such a “contact zone” in turn may not only act as a resource for citizens in the struggle of urban design reform and a democratisation of the facilities it produces, but may also serve as a heuristic device for researchers of new media spatiotemporalities and their social implications. Critical Cartography and Media Tactility Before presenting this brief illustrative study something needs to be said of the context from which Bangalore: Subjective Cartographies has arisen. Although a number of Web 2.0 applications have come into existence since the introduction of Google Maps and map application program interfaces, which generate a great deal of geo-tagged user generated content aimed at reconceptualising the mapped city-space (see historypin for example), few have exhibited great significance for researchers of media and communications from the perspective of building critical theories relating to political potential in mediated spaces. The expression of power through mapping can be understood from two perspectives. The first—attributed largely to the Frankfurt School—seeks to uncover the potential of a society that is repressed by capitalist co-opting of the cultural realm. This perspective sees maps as a potential challenge to, and means of providing emancipation from, existing power structures. The second, less concerned with dispelling false ideologies, deals with the politics of epistemology (Crampton and Krygier 14). According to Foucault, power was not applied from the top down but manifested laterally in a highly diffused manner (Foucault 117; Crampton and Krygier 14). Foucault’s privileging of the spatial and epistemological aspects of power and resistance complements the Frankfurt School’s resistance to oppression in the local. Together the two perspectives orient power relative to spatial and temporal subjectivities, and thus fit congruently into cartographic conventions. In order to make sense of these practices the post-oppositional character of tactical media maps should be located within an economy of power relations where resistance is never outside of the field of forces but rather is its indispensable element (Renzi 72). Such exercises in critical cartography are strongly informed by the critical politico-aesthetic praxis of political/art collective The Situationist International, whose maps of Paris were inherently political. The Situationist International incorporated appropriated texts into, and manipulated, existing maps to explicate city-rhythms and intensities to construct imaginative and alternate representations of the city. Bangalore: Subjective Cartographies adopts a similar approach. The artists’ statement reads: We build our subjective maps by combining different methods: photography, film, and sound recording; […] to explore the visible and invisible […] city; […] we adopt psycho-geographical approaches in exploring territory, defined as the study of the precise effects of the geographical environment, consciously developed or not, acting directly on the emotional behaviour of individuals. The project proposals put forth by workshop participants also draw heavily from the Situationists’s A New Theatre of Operations for Culture. A number of Situationist theories and practices feature in the rationale for the maps created in the Bangalore Subjective Cartographies workshop. For example, the Situationists took as their base a general notion of experimental behaviour and permanent play where rationality was approached on the basis of whether or not something interesting could be created out of it (Wark 12). The dérive is the rapid passage through various ambiences with a playful-constructive awareness of the psychographic contours of a specific section of space-time (Debord). The dérive can be thought of as an exploration of an environment without preconceptions about the contours of its geography, but rather a focus on the reality of inhabiting a place. Détournement involves the re-use of elements from recognised media to create a new work with meaning often opposed to the original. Psycho-geography is taken to be the subjective ambiences of particular spaces and times. The principles of détournement and psycho-geography imply a unitary urbanism, which hints at the potential of achieving in environments what may be achieved in media with détournement. Bangalore: Subjective Cartographies carries Situationist praxis forward by attempting to exploit certain properties of information digitalisation to formulate textual representations of unitary urbanism. Bangalore: Subjective Cartographies is demonstrative of a certain media tactility that exists more generally across digital-networked media ecologies and channels this to political ends. This tactility of media is best understood through textual properties awarded by the process and logic of digitalisation described in Lev Manovich’s Language of New Media. These properties are: numerical representation in the form of binary code, which allows for the reification of spatial data in a uniform format that can be stored and retrieved in-silico as opposed to in-situ; manipulation of this code by the use of algorithms, which renders the scales and lines of maps open to alteration; modularity that enables incorporation of other textual objects into the map whilst maintaining each incorporated item’s individual identity; the removal to some degree of human interaction in terms of the translation of environmental data into cartographic form (whilst other properties listed here enable human interaction with the cartographic text), and the nature of digital code allows for changes to accumulate incrementally creating infinite potential for refinements (Manovich 49–63). The Subjective Mapping of Bangalore Bangalore is an interesting site for such a project given the recent and rapid evolution of its media infrastructure. As a “media city,” the first television sets appeared in Bangalore at some point in the early 1980s. The first Internet Service Provider (ISP), which served corporate clients only, commenced operating a decade later and then offered dial-up services to domestic clients in the mid-1990s. At present, however, Bangalore has the largest number of broadband Internet connections in India. With the increasing convergence of computing and telecommunications with traditional forms of media such as film and photography, Bangalore demonstrates well what Scott McQuire terms a media-architecture complex, the core infrastructure for “contact zones” (vii). Bangalore: Subjective Cartographies was a workshop initiated by French artists Benjamin Cadon and Ewen Cardonnet. It was conducted with a number of students at the Srishti School of Art, Design and Technology in November and December 2009. Using Metamap.fr (an online cartographic tool that makes it possible to add multimedia content such as texts, video, photos, sounds, links, location points, and paths to digital maps) students were asked to, in groups of two or three, collect and consult data on ‘felt’ life in Bangalore using an ethnographic, transverse geographic, thematic, or temporal approach. The objective of the project was to model a citizen driven effort to subvert dominant cartographic representations of the city. In doing so, the project and this paper posits that there is potential for such methods to be adopted to form new literacies of cartographic media and to render the cartographic imaginary politically potent. The participants’ brief outlined two themes. The first was the visible and symbolic city where participants were asked to investigate the influence of the urban environment on the behaviours and sensations of its inhabitants, and to research and collect signifiers of traditional and modern worlds. The invisible city brief asked participants to consider the latent environment and link it to human behaviour—in this case electromagnetic radiation linked to the cities telecommunications and media infrastructure was to be specifically investigated. The Visible and Symbolic City During British rule many Indian cities functioned as dual entities where flow of people and commodities circulated between localised enclaves and the centralised British-built areas. Mirroring this was the dual mode of administration where power was shared between elected Indian legislators and appointed British officials (Hoselitz 432–33). Reflecting on this diarchy leads naturally to questions about the politics of civic services such as the water supply, modes of public communication and instruction, and the nature of the city’s administration, distribution, and manufacturing functions. Workshop participants approached these issues in a variety of ways. In the subjective maps entitled Microbial Streets and Water Use and Reuse, food and water sources of street vendors are traced with the aim to map water supply sources relative to the movements of street vendors operating in the city. Images of the microorganisms are captured using hacked webcams as makeshift microscopes. The data was then converted to audio using Pure Data—a real-time graphical programming environment for the processing audio, video and graphical data. The intention of Microbial Streets is to demonstrate how mapping technologies could be used to investigate the flows of food and water from source to consumer, and uncover some of the latencies involved in things consumed unhesitatingly everyday. Typographical Lens surveys Russell Market, an older part of the city through an exploration of the aesthetic and informational transformation of the city’s shop and street signage. In Ethni City, Avenue Road is mapped from the perspective of local goldsmiths who inhabit the area. Both these maps attempt to study the convergence of the city’s dual function and how the relationship between merchants and their customers has changed during the transition from localised enclaves, catering to the sale of particular types of goods, to the development of shopping precincts, where a variety of goods and services can be sought. Two of the project’s maps take a spatiotemporal-archivist approach to the city. Bangalore 8mm 1940s uses archival Super 8 footage and places digitised copies on the map at the corresponding locations of where they were originally filmed. The film sequences, when combined with satellite or street-view images, allow for the juxtaposition of present day visions of the city with those of the 1940s pre-partition era. Chronicles of Collection focuses on the relationship between people and their possessions from the point of view of the object and its pathways through the city in space and time. Collectors were chosen for this map as the value they placed on the object goes beyond the functional and the monetary, which allowed the resultant maps to access and express spatially the layers of meaning a particular object may take on in differing contexts of place and time in the city-space. The Invisible City In the expression of power through city-spaces, and by extension city-texts, certain circuits and flows are ossified and others rendered latent. Raymond Williams in Politics and Letters writes: however dominant a social system may be, the very meaning of its domination involves a limitation or selection of the activities it covers, so that by definition it cannot exhaust all social experience, which therefore always potentially contains space for alternative acts and alternative intentions which are not yet articulated as a social institution or even project. (252) The artists’ statement puts forward this possible response, an exploration of the latent aesthetics of the city-space: In this sense then, each device that enriches our perception for possible action on the real is worthy of attention. Even if it means the use of subjective methods, that may not be considered ‘evidence’. However, we must admit that any subjective investigation, when used systematically and in parallel with the results of technical measures, could lead to new possibilities of knowledge. Electromagnetic City maps the city’s sources of electromagnetic radiation, primarily from mobile phone towers, but also as a by-product of our everyday use of technologies, televisions, mobile phones, Internet Wi-Fi computer screens, and handheld devices. This map explores issues around how the city’s inhabitants hear, see, feel, and represent things that are a part of our environment but invisible, and asks: are there ways that the intangible can be oriented spatially? The intensity of electromagnetic radiation being emitted from these sources, which are thought to negatively influence the meditation of ancient sadhus (sages) also features in this map. This data was collected by taking electromagnetic flow meters into the suburb of Yelhanka (which is also of interest because it houses the largest milk dairy in the state of Karnataka) in a Situationist-like derive and then incorporated back into Metamap. Signal to Noise looks at the struggle between residents concerned with the placement of mobile phone towers around the city. It does so from the perspectives of people who seek information about their placement concerned about mobile phone signal quality, and others concerned about the proximity of this infrastructure to their homes due to to potential negative health effects. Interview footage was taken (using a mobile phone) and manipulated using Pure Data to distort the visual and audio quality of the footage in proportion to the fidelity of the mobile phone signal in the geographic area where the footage was taken. Conclusion The “contact zone” operating in Bangalore: Subjective Cartographies, and the underlying modes of social enquiry that make it valuable, creates potential for the contestation of new forms of polity that may in turn influence urban administration and result in more representative facilities of, and for, city-spaces and their citizenry. Robert Hassan argues that: This project would mean using tactical media to produce new spaces and temporalities that are explicitly concerned with working against the unsustainable “acceleration of just about everything” that our present neoliberal configuration of the network society has generated, showing that alternatives are possible and workable—in ones job, home life, family life, showing that digital [spaces and] temporality need not mean the unerring or unbending meter of real-time [and real city-space] but that an infinite number of temporalities [and subjectivities of space-time] can exist within the network society to correspond with a diversity of local and contextual cultures, societies and polities. (174) As maps and locative motifs begin to feature more prominently in media, analyses such as the one discussed in this paper may allow for researchers to develop theoretical approaches to studying newer forms of media. References Appadurai, Arjun. 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