Journal articles on the topic 'Barbie dolls Social aspects'

Barbie in a wheelchair has heralded a new era in the magical world of Barbie. Mattel, one of the biggest toy manufacturers, has redefined the way Barbie has been portrayed to the world by introducing their new Black Barbie in a wheelchair. After years of innovation and trial and errors, it has proved that Barbie is not just a make-believe plaything or a representation of a singular aspect of beauty standards. These dolls should be relevant and wholesome when it comes to creating a bridge between customers and the brand itself. Mattel realized not too long ago the significance of inclusion, and now it has ended up hoisting a sensation in all of the United States and globally through the Internet and social media such as Twitter. The IDIC (Identify, Differentiate, Interact and Customize) model, which is an effective customer relationship management (CRM) tool, has been deployed by Mattel to demonstrate how Mattel cares for its customers. Mattel’s customer centrism, devotion towards innovation and inclusiveness are the key aspects which has rewarded the company with a whole new spectrum of acceptance from minority groups with a smile on their faces.

In the October 1995 issue of Good Housekeeping, there appears an advertisement for a new "Barbie Collector's Series," featuring for the first time a doll called "Medieval Lady Barbie." Clad in a precious garment of the high Gothic style, this icon of our time is a dramatic representation of how the Middle Ages are perceived in popular culture at the end of the twentieth century. Medieval Lady Barbie is certainly not meant to function as an historically accurate document: she is first of all a toy, one of Mattel's many collector's series toys (compare Ebersole/Peabody 16, and Rand 164), and the use of a medieval garment for this twentiety-century doll illustrates that the Middle Ages have become a kind of treasure trove that can be mined in any way we like; they have become a kind of "queer accessory," as Erica Rand has expressed it in her anthropological study of the Barbie. By using a medieval dress, the maker does not wish to allude to the Middle Ages as a whole; rather, he wishes to play with isolated aspects of the distant era. The dress has a strangely comforting quality about it and an emotional nearness that is both apparent and mysterious. These qualities stem not from the Barbie, nor from the medieval accessory alone, but from the combination. The imagined dialogue between the Middle Ages and the twentieth century should convey an assurance to the modern reader that, amidst all the social, cultural, and political chaos present at the dawn of the twenty-first century, there are constants in our cultural understanding of ourselves, in our cultural identity. The reality, of course, is that there is no dialogue going on. The Middle Ages has its twentieth-century speakers; the past can never speak for itself. The present takes over this function, for it has tamed the Middle Ages.

The problem of toy expertise is that a cultural object comes with no “instruction manual”. The goal of the article is to reveal both potential and limitations of the cultural-historical psychology and activity theory as a conceptual framework for doll expertise and test the cultural form of pretend play as a criterion of its developmental function using the example of Barbie and Monster High dolls. The article proves the necessity of cultural and psychological analysis of doll play to assess the developmental potential of a doll. The work demonstrates that the image of a doll determines how a child plays with it, i.e. how the doll itself plays with that child (F. Boitendijk). For the first time it also describes how the unit of analysis of pretend play - its two-step form (Challenge + Reply to Challenge) is used as a tool to examine the function of these dolls in child development. An exploratory empirical study of children’s play has shown how the images of Barbie and Monster High dolls define the way they are played with and answered negatively the following questions: does Barbie arouse premature interest in adult sexuality among preschoolers, and does playing with Monster High dolls blur the lines between good and evil.

Este trabalho estuda a possibilidade de relacionar a imagem das minicelebridades à imagem de bonecas. Tal fato decorre da pressão sofrida pelas garotas que vivem na Idade Mídia e são submetidas a dezenas de estratégias para adequarem sua estética ao que se apresenta como tendência no mundo líquido. Neste contexto, sugerimos a boneca Barbie como representante da estética perfeita, além de lifestyle rico e sedutor, almejado por muitas meninas. O estudo conta com material extraído online alicerçado por pesquisa bibliográfica com teóricos de Comunicação e Ciências Sociais Aplicadas. PALAVRAS CHAVE: Bonecas; meninas; mídia. ABSTRACTThis work studies the possibility of relating the image of minicelebrities to the image of dolls. This fact stems from the pressure suffered by the girls who live in the Media Age and are subjected to dozens of strategies to adapt their aesthetics to what is presented as a tendency in the liquid world. In this context, we suggest the Barbie doll as a representative of the perfect aesthetic, as well as a rich and seductive lifestyle, sought by many girls. The study has material extracted online based on bibliographical research with Communication and Applied Social Sciences authors. KEYWORDS: Dolls; girls; media. RESUMEN En este trabajo se estudia la posibilidad de relacionar la imagen de minicelebridades la imagen de las muñecas. Esto se debe a la presión experimentada por las niñas que viven en la era de los medios y se sometió a decenas de estrategias para adaptarse a su estética a lo que se presenta como una tendencia en el mundo de juego. En este contexto, se sugiere la muñeca Barbie como representante de la perfecta estética, y estilo de vida rica y seductora, deseado por muchas chicas. El estudio ha extraído material en línea fundada por la literatura teórica con la Comunicación y Ciencias Sociales. PALABRAS CLAVE: Muñecas; niñas; medios.

This study discusses about Barbie as an icon of popular culture that is suspected to be a symbol of female perfection. American Studies approach through historical aspects, and the social becomes very important because Barbie was born in American society. Semiotic theory becomes a tool of analysis in this study because the theory is able to explore and discover the meaning of a popular culture artifacts that are being researched through symbols that exist on the Barbie. The results of this study show that icon and popular culture are two things that can not be separated. When a popular cultural artifacts are created, usually always accompanied by a meaning brought or is represented by the artifacts. The results of this study also indicate that Barbie can always reflect popular culture that are popular, so that Barbie can be referred to as an icon of popular culture. In the end, Barbie became an icon created ideal nature of the word "beautiful" in American society.

This article analyzes the phenomenon of dolls in the process of transition from the traditional type of society to the postindustrial one. The authors outline that being a kind of mirror of the era, the doll phenomenon is inextricably linked with cultural norms and values, all social experience, which determined the stability and continuity of various activities. It is also noted that in the process of historical development, the image of the doll undergoes transformation, as does the image of the person himself. The inclusion by the authors the axiological characteristics of the doll phenomenon in the worldview coordinates of cosmo- and anthropocentrism makes it possible to reveal their new quality. The consideration of the doll as a phenomenon from this methodological position opens up new possibilities in understanding the existential essence of man himself. The purpose of the article is to analyze one of the most relevant aspects of the doll phenomenon in modern conditions – a qualitative change in its axiological content and significance in culture. Research methods: historical-comparative and semiotic. The result of the study is the identification of significant changes in the role of dolls in modern culture. It is emphasized that the value orientations of secular society and a desacralized, materialistic worldview result in dehumanization and objectification of the person himself with a pronounced desire to revitalize and humanize the doll. The development of anthropocentric attitudes has reached its limits, as evidenced by the shift in the semantics of dolls into the field of purely formal, external relations and meanings.

This autoethnographic essay explores experiences of two White female media-scholars at the Newseum in Washington, DC, on August 10, 2013. It considers the Newseum’s role in how we remember and why we forget certain aspects of U.S. American journalism and the relationship between this institutional site of memory and our individual and collective identities. The self-reflexive, autobiographical methodological form allows the historians of media and culture to consider the calls of Barbie Zelizer, Carolyn Kitch, Janice Hume, and Alexander Dhoest for more conceptual clarity in our understandings of public, social, cultural, and collective memory and for new understandings of the negotiation and reception of media memory-texts and sites of memory.

During the past ten years, research in the area of investigative interviews of child sexual abuse has focused on the child victim. Current literature in this area can be grouped into eight interrelated categories: (1) the developmental aspects of memory recall, (2) understanding children's language, (3) avoidance of repeated questioning, (4) validation and children's credibility, (5) false allegations, (6) videotaping interviews, (7) using anatomical dolls, and (8) interviewing techniques. A growing concern is the use of developmentally appropriate techniques to avoid false allegations. A dual-focus approach in conducting an investigative interview and 12 guiding principles are recommended for improving social workers' knowledge, skills and attitude.

The use of doll therapy for people with dementia has been emerging in recent years. Providing a doll to someone with dementia has been associated with a number of benefits which include a reduction in episodes of distress, an increase in general well-being, improved dietary intake and higher levels of engagement with others. It could be argued that doll therapy fulfils the concepts of beneficence (facilitates the promotion of well-being) and respect for autonomy (the person with dementia can exercise their right to engage with dolls if they wish). However, some may believe that doll therapy is inappropriate when applied to the concepts of dignity (people with dementia are encouraged to interact with dolls) and non-maleficence (potential distress this therapy could cause for family members). The absence of rigorous empirical evidence and legislative guidelines render this a therapy that must be approached cautiously owing to the varied subjective interpretations of Kitwood’s ‘malignant social psychology’ and bioethics. This article suggests that by applying a ‘rights-based approach’, healthcare professionals might be better empowered to resolve any ethical tensions they may have when using doll therapy for people with dementia. In this perspective, the internationally agreed upon principles of the United Nations Convention on the Rights of Persons with Disabilities provide a legal framework that considers the person with dementia as a ‘rights holder’ and places them at the centre of any ethical dilemma. In addition, those with responsibility towards caring for people with dementia have their capacity built to respect, protect and fulfil dementia patient’s rights and needs.

Abstract It is said that due to the social and economic effects of the recent pandemic, fashion has been caught in a destructive position. One aspect is the material change of the fashion objects and the strong pre-eminence of the so-called “stay-at-home collections” against the earlier dominance of the ready-to-wear and haute couture garments intended for social events. An important feature of recent fashion changes is their reliance on current pandemic rules and the related political decisions. In my presentation, I will focus on an interesting example of these pandemic changes: Moschino’s 2021 Spring/Summer Collection. Moschino’s “Marionette Performance” is a perfect example for infelicitous performativity where the show is created in a per(ver)formative (in the Derridean sense) act in the catwalk space. I intend to show that performativity is broken at every step of the show. In this spring collection, not only are the mannequins substituted by dolls but the viewers – some are well known (e.g. Anna Wintour) – are also transformed into marionettes by Jeremy Scott. With a self-ironic gesture, anyone of us from the possible audience can be changed into a puppet. To analyse the performative character of the show, I use deconstructive approaches and ideas. I wish to emphasize the interweaving performative dimensions that, in a sense, preclude each other with the help of Paul de Man’s interpretation of Kleist’s Über das Marionettentheater. I want to point out the mechanical, meaningless materiality appearing in the marionettes’ movements on Moschino’s special catwalk. My lecture argues that in the movements of the marionettes the possibility of the clear manifestation of performativity becomes uncertain.

This study aims to expose the Burmese women portrait under British Imperialism. The writer believes that Burmese Days is created as a response to the social phenomenon that was happening during the process of its creation. This study used a qualitative method using a sociological approach by Laurenson and Swingewood. The data of this study were collected from the description and utterances of the characters and narrator in the novel. The result of this study shows that the women were portrayed as the slave of the English men. The women are not valuable, they merely become entertainment for the English men to entertain them. Even, some of the Europeans have concubines to accompany them in killing their time or killing their boredom. It looks like the women are created for the English men as dolls which can be played as often as they can, and of course, like a doll, they can be thrown easily after the English men being bored. As this research limited to the analysis of women portrait as a concubine for the English men, it is suggested for other researchers to analyze and find the relevant problems that still exist around the society, such as social inequality, resistance, obedience, strategy, gender, racism, corruption and other social aspects in the novel Burmese Days.

According to Mattel, Monster High dolls topped $500 million in annual sales in 2014, quickly gaining on Barbie, whose $1.3 billion in annual revenue plummeted for the fourth quarter in a row. Monster High's recent ad campaign claims, "We are monsters. We are proud." Race, ethnicity, and disability are coded into the dolls as selling points. The allure of Monster High is, in part, that political identity and the celebration of difference become consumable. The female body, the racialized body, and the disabled body have long been coded as monstrous. Monster High reclaims this label, queering it. Using Jack Halberstam's work on children's culture and Richard Berger's and Rosalind Hanmer's work on fandom, this article explores the queer potential of Monster High. Fans rewrite the Mattel narrative through fan fiction, repainting the dolls, and embodying them through virtual avatars, makeup, and costume play. These fan practices both queer the dolls' identity politics and create communities of interest that act as safe spaces for expressing queer identity and generating fan activism. These fan practices have also influenced Mattel's branding of the dolls, specifically with the recent inclusion of activism campaigns such as WeStopHate and The Kind Campaign into the Monster High Webisodes and Web site. By exploring the queer politics of Monster High fandom, this paper explains how that queering generates social change.

I provide an autoethnographic account of “craft activist” workshops wherein I facilitate participants to remodel dolls to reflect their feminist or other social justice concerns, and describe one specific workshop with a powerful, personal impact in relation to childhood sexual exploitation. In drawing a connection between the vulnerabilities of one workshop participant and my own, I reflect upon our responsibilities as ethical feminist researchers. The larger function of the workshops is thereby argued as a co-created feminist space whereby we attend to the needs and desires of our intersectional feminist community. I draw upon material from diverse fields, such as art therapy, ethnography, and cultural studies, to flesh out a consideration of how to transform difficult emotions and experiences into useful ‘equipment for living’, and to contribute to a scholarly conversation about the intersections of autoethnography, craftivism and feminism. The central questions answered by the work are, firstly, how representations of stigmatised identities or experiences have impacted upon me as workshop facilitator, and, secondly, how we can continue to come to voice with, and support, each other in our making of a more just world.

In an essay first published in 1967, Donald W. Winnicott finds in playing «the location of the cultural experience». Therefore, the toy (or the transitional object) positions itself as expression of the prevailing culture and the social codes that mould the different educational structures each time. According to the historian Maria Rumi, ever since mass production, dolls is overall one of the best selling toys in the male tradition and in the female world. This contribution aims to analyse the present changes within the production of fashion dolls in a three-way visual viewpoint: the revolution of the bodily stereotype of Barbie, which after representing the initial male fetish, becomes the embodiment of female identity; the cultural model of the Islamic dolls, which in opposition to western culture, propose female models which are milder and are subject to the dominant theo-political dictates; finally, we find the strange case of the widelyunknown doll of Hugo Chávez, which became symbol of a popular revolution (for some, populist) to the point of being a great success among adult supporters of the then President of Venezuela. In this way, the doll becomes an instrument of inclusion or exclusion, according to the specific way to approach it. The fashion doll ceases to be an inanimate object and takes shape in the social imaginary and educates, not always intentionally, the consciences of adults and children.Keywordsinclusion; society; education; politics

Apparently some people upon coming across [Down Syndrome dolls] were offended. […] Still, it’s curious, and telling, what gives offense. Was it the shock of seeing a doll not modeled on the normative form that caused such offense? Or the assumption that any representation of Down Syndrome must naturally intend ridicule? Either way, it would seem that we might benefit from an examination of such reactions—especially as they relate to instances of the idealisation of the human form that dolls […] represent. (Faulkner) IntroductionWhen Joanne Faulkner describes public criticism of dolls designed to look like they have Down Syndrome, she draws attention to the need for an examination of the way discourses of disability are communicated. She calls, in particular, for an interrogation of people’s reactions to the disruption of the idealised human form that most dolls adopt. The case of Down Syndrome dolls is fascinating, yet critical discussion of these dolls from a disability or cultural studies perspective is conspicuously lacking. To address this lack, this paper draws upon theories of the cultural construction of disability, beauty, and normalcy (Garland-Thompson, Kumari Campbell, Wendell), to explore the way ideas about disability are communicated and circulated. The dominant discourse of disability is medical, where people are diagnosed or identified as disabled if they meet certain criteria, or lists of physical impairments. These lists have a tendency to subsume the disparate qualities of disability (Garland-Thompson) and remove people considered disabled from the social and cultural world in which they live (Snyder and Mitchell 377). While Down Syndrome dolls, produced by Downi Creations and Helga’s European Speciality Toys (HEST) in the US and Europe respectively, are reflective of such lists, they also perform the cultural function of increasing the visibility of disability in society. In addition, the companies distributing these dolls state that they are striving for greater inclusion of people with Down Syndrome (Collins, Parks). However, the effect of the dominance of medicalised discourses of disability can be seen in the public reaction to these dolls. This paper seeks also to bring an interrogation of disability into dialogue with a critical analysis of the discursive function of lists.The paper begins with a consideration of lists as they have been used to define disability and organise knowledge within medicine, and the impact this has had on the position of disability within society. In order to differentiate itself from medical discourses, the emerging social model also relied on lists during the 1980s and 1990s. However, these lists also decontextualised disability by ignoring certain factors for political advantage. The social model, like medicine, tended to ignore the diversity of humanity it was apparently arguing for (Snyder and Mitchell 377). The focus then shifts to the image of Down Syndrome dolls and the ensuing negative interpretation of them focusing, in particular, on reader comments following a Mail Online (Fisher) article. Although the dolls were debated across the blogosphere on a number of disability, special needs parenting, and Down Syndrome specific blogs, people commenting on The Mail Online—a UK based conservative tabloid newspaper—offer useful insights into communication and meaning making around disability. People establish meanings about disability through communication (Hedlund 766). While cultural responses to disability are influenced by a number of paradigms of interpretation such as superstition, religion, and fear, this paper is concerned with the rejection of bodies that do not ascribe to cultural standards of beauty and seeks to explore this paradigm alongside and within the use of lists by the various models of disability. This paper interrogates the use of lists in the way meanings about disability are communicated through the medical diagnostic list, the Down Syndrome dolls, and reactions to them. Each list reduces the disparate qualities and experiences of disability, yet as a cultural artefact, these dolls go some way towards recognising the social and cultural world that medicalised discourses of disability ignore. Drawing on the use of lists within different frameworks of disability, this paper contrasts the individual, or medical, model of disability (that being disabled is a personal problem) with the social model (that exclusion due to disability is social oppression). Secondly, the paper compares the characteristics of Down Syndrome dolls with actual characteristics of Down Syndrome to conclude that these features aim to be a celebrated, not stigmatised, aspect of the doll. By reasserting alternative notions of the body, the dolls point towards a more diverse society where disability can be understood in relation to social oppression. However, these aims of celebration have not automatically translated to a more diverse understanding. This paper aims to complicate perceptions of disability beyond a rudimentary list of characteristics through a consideration of the negative public response to these dolls. These responses are an example of the cultural subjugation of disability.Lists and the Creation of Normative Cultural ValuesFor Robert Belknap, lists are the dominant way of “organizing data relevant to human functioning” (8). While lists are used in a number of ways and for a variety of purposes, Belknap divides lists into two categories—the practical and the literary. Practical lists store meanings, while literary lists create them (89). Belknap’s recognition of the importance of meaning making is particularly relevant to a cultural interrogation of disability. As Mitchell and Snyder comment:Disability’s representational “fate” is not so much dependant upon a tradition of negative portrayals as it is tethered to inciting the act of meaning-making itself. (6)Disability unites disparate groups of people whose only commonality is that they are considered “abnormal” (Garland-Thompson). Ableism—the beliefs, processes, and practices which produce the ideal body—is a cultural project in which normative values are created in an attempt to neutralise the fact that all bodies are out of control (Kumari Campbell). Medical models use diagnostic lists and criteria to remove bodies from their social and cultural context and enforce an unequal power dynamic (Snyder and Mitchell 377).By comparison, the social model of disability shifts the emphasis to situate disability in social and cultural practices (Goggin and Newell 36). Lists have also been integral to the formation of the social model of disability as theorists established binary oppositions between medical and social understandings of disability (Oliver 22). While these lists have no “essential meaning,” through discourse they shape human experience (Liggett). Lists bring disparate items together to structure meaning and organisation. According to Hedlund, insights into the experience of disability—which is neither wholly medical nor wholly social—can be found in the language we use to communicate ideas about disability (766). For example, while the recent production of children’s dolls designed to reflect a list of the physical features of Down Syndrome (Table 2) may have no inherent meaning, negative public reception reveals recognisable modes of understanding disability. Down Syndrome dolls are in stark contrast to dolls popularly available which assume a normative representation. For Blair and Shalmon (15), popular children’s toys communicate cultural standards of beauty. Naomi Wolf describes beauty as a socially constructed normative value used to disempower women in particular. The idealisation of the human form is an aspect of children’s toys that has been criticised for perpetuating a narrow conception of beauty (Levy 189). Disability is likewise subject to social construction and is part of a collective social reality beyond diagnostic lists (Hedlund 766).Organising Knowledge: The Social vs. Medical Model of DisabilityDisability has long been moored in medical cultures and institutions which emphasise a sterile ideal of the body based on a diagnosis of biological difference as deviance. For example, in 1866, John Langdon Down sought to provide a diagnostic classification system for people with, what would later come to be called (after him), Down Syndrome. He focused on physical features:The hair is […] of a brownish colour, straight and scanty. The face is flat and broad, and destitute of prominence. The cheeks are roundish, and extended laterally. The eyes are obliquely placed, and the internal canthi more than normally distant from one another. The palpebral fissure is very narrow. The forehead is wrinkled transversely from the constant assistance which the levatores palpebrarum derive from the occipito-frontalis muscle in the opening of the eyes. The lips are large and thick with transverse fissures. The tongue is long, thick, and is much roughened. The nose is small. The skin has a slight dirty yellowish tinge, and is deficient in elasticity, giving the appearance of being too large for the body. (Down)These features form what Belknap would describe as a “pragmatic” list (12). For Belknap, scientific classification, such as the description Langdon Down offers above, introduces precision and validation to the use of lists (167). The overt principle linking these disparate characteristics together is the normative body from which these features deviate. Medicalised discourses, such as Down’s list, have been linked with the institutionalisation of people with this condition and their exclusion from the broader community (Hickey-Moody 23). Such emphasis on criteria to proffer diagnosis removes and decontextualises bodies from the world in which they live (Snyder and Mitchell 370). This world may in fact be the disabling factor, rather than the person’s body. The social model emerged in direct opposition to medicalised definitions of disability as a number of activists with disabilities in the United Kingdom formed The Union of Physically Impaired Against Segregation (UPIAS) and concluded that people with disability are disabled not by their bodies but by a world structured to exclude their bodies (Finkelstein 13). By separating disability (socially created) from impairment (the body), disability is understood as society’s unwillingness to accommodate the needs of people with impairments. The British academic and disability activist Michael Oliver was central to the establishment of the social model of disability. Following the activities of the UPIAS, Oliver (re)defined disability as a “form of social oppression,” and created two lists (reproduced below) to distinguish between the social and individual (or medical) models of disability. By utilising the list form in this way, Oliver both provided a repository of information regarding the social model of disability and contextualised it in direct opposition to what he describes as the individual model. These lists present the social model as a coherent discipline, in an easy to understand format. As Belknap argues, the suggestion of order is a major tool of the list (98). Oliver’s list suggests a clear order to the emerging social model of disability—disability is a problem with society, not an individual. However, this list was problematic because it appeared to disregard impairment within the experience of disability. As the “impersonal became political” (Snyder and Mitchell 377), impairment became the unacknowledged ambiguity in the binary opposition the social model was attempting to create (Shakespeare 35). Nevertheless, Oliver’s lists successfully enforced a desired order to the social model of disability. The individual modelThe social modelPersonal tragedy theorySocial oppression theoryPersonal problemSocial problemIndividual treatmentSocial actionMedicalisationSelf helpProfessional dominanceIndividual and collective responsibilityExpertiseExperienceAdjustmentAffirmationIndividual identityCollective identityPrejudiceDiscriminationAttitudesBehaviourCareRightsControlChoicePolicyPoliticsIndividual adaptation Social changeTable 1 The Individual v Social Model of Disability (Oliver)The social model then went through a period of “lists,” especially when discussing media and culture. Positive versus negative portrayals of disability were identified and scholars listed strategies for the appropriate representation of disability (Barnes, Barnes Mercer and Shakespeare). The representations of impairment or the physical markers of disability were discouraged as the discipline concerned itself with establishing disability as a political struggle against a disabling social world. Oliver’s lists arrange certain “facts” about disability. Disability is framed as a social phenomenon where certain aspects are emphasised and others left out. While Oliver explains that these lists were intended to represent extreme ends of a continuum to illustrate the distinction between disability and impairment (33), these are not mutually exclusive categories (Shakespeare 35). Disability is not simply a list of physical features, nor is it a clear distinction between individual/medical and social models. By utilising lists, the social model reacts to and attempts to move beyond the particular ordering provided by the medical model, but remains tied to a system of classification that imposes order on human functioning. Critical analysis of the representation of disability must re-engage the body by moving beyond binaries and pragmatic lists. While lists organise data central to human functioning, systems of meaning shape the organisation of human experience. Down Syndrome dolls, explored in the next section, complicate the distinction between the medical and social models.Down Syndrome DollsThese dolls are based on composites of a number of children with Down Syndrome (Hareyan). Helga Parks, CEO of HEST, describes the dolls as a realistic representation of nine physical features of Down Syndrome. Likewise, Donna Moore of Downi Creations employed a designer to oversee the production of the dolls which boast 13 features of Down Syndrome (Velasquez). These features are listed in the table below. HEST Down Syndrome Dolls Downi CreationsSmall ears set low on head with a fold at the topSmall ears with a fold at the topEars set low on the headSmall mouthSmall mouthProtruding tongueSlightly protruding tongueShortened fingers Shortened fingersPinkie finger curves inwardAlmond shaped eyesAlmond-shaped eyesHorizontal crease in palm of handHorizontal crease in palm of handGap between first and second toeA gap between the first and second toesShortened toesFlattened back of headFlattened back of headFlattened bridge across nose Flattened bridge across noseOptional: An incision in the chest to indicate open-heart surgery Table 2: Down Syndrome Dolls (Parks, Velasquez) Achieving the physical features of Down Syndrome is significant because Parks and Moore wanted children with the condition to recognise themselves:When a child with Down’s syndrome [sic.] picks up a regular doll, he doesn’t see himself, he sees the world’s perception of “perfect.” Our society is so focused on bodily perfection. (Cresswell)Despite these motivations, studies show that children with Down Syndrome prefer to play with “typical dolls” that do not reflect the physical characteristics of Down Syndrome (Cafferty 49). According to Cafferty, it is possible that children prefer typical dolls because they are “more attractive” (49). Similar studies of diverse groups of children have shown that children prefer to play with dolls they perceive as fitting into social concepts of beauty (Abbasi). Deeply embedded cultural notions of beauty—which exclude disability (see Morris)—are communicated from childhood (Blair & Shalmon 15). Notions of bodily perfection dominate children’s toys and Western culture in general as Cresswell comments above. Many bodies, not just those deemed “disabled,” do not conform to these cultural standards. Cultural ideals of beauty and an idealisation of the human body according to increasingly narrow parameters are becoming conflated with conceptions of normality (Wendell 86). Recognition of disability as subject to cultural rejection allows us to see “beauty and normalcy [as] a series of practices and positions [taken] in order to avoid the stigmatization of ugliness and abnormality” (Garland-Thompson). The exaggerated features of the doll problematise the idea that people with disability should strive to appear as nondisabled as possible and in turn highlights that some people, such as those with Down Syndrome, cannot “pass” as nondisabled and must therefore navigate a life and community that is not welcoming. While lists of the features of Down Syndrome store associated medicalised meanings, the discussion of the dolls online (the medium through which they are sold) provides insight into the cultural interpretation of disability and the way meaning is made. The next section of the paper considers a selection of negative responses to the Down Syndrome dolls that followed an article published in Mail Online (Fisher). What Causes Offence? Prior to Down Syndrome dolls, the majority of “disability dolls” were constructed through their accessories rather than through the dolls’ physical form and features. Wheelchairs, white canes, guide dogs and harnesses, plastic walkers, leg braces, and hearing aids could be purchased for use with dolls. Down Syndrome dolls look different as the features of impairment are embedded in the dolls’ construction. While accessories have a more temporary feel about them, the permanence of the impairments attributed to the doll was problematic for some who felt it projected a negative image of disability. Listed below are several negative comments following an article published in Mail Online (Fisher):What a grim world we are living in. No longer are dollies for play, for make believe, or for fun. Now it all about self image and psychological “help.” We “disabled” know we are “disabled”—we don’t need a doll to remind us of that! Stop making everything PC; let children be children and play and laugh once again!I think it’s sick and patronising.Who on earth are those education “experts?” Has nobody told them that you don’t educate children by mirroring their defects/weaknesses/negative traits but by doing exactly the opposite, mirroring back the BEST in them?The Downs Syndrome doll looks like they took the physical traits and presented them in an exaggerated way to make them more noticeable. That doll does not look attractive to me at all. If someone has a child that WANTS such a doll, fine. I can’t really see how it would help many of them, it would be like a huge sign saying “You are different.”The terminology used (grim, sick, patronising, defect, weak, negative, unattractive, different) to describe disability in these posts is significant. These descriptions are ideological categories which disadvantage and devalue “bodies that do not conform to certain cultural standards” (Garland-Thompson). Implicit and explicit in all of these comments is the sense that disability and Downs Syndrome in particular is undesirable, unattractive even. When listed together, like Belknap’s literary lists, they are not random or isolated interpretations; they form part of a larger system of meaning making around disability.These responses are informed by the notion that in order to gain equality in society, people with disability must suppress their difference and focus instead on how they are really just like everybody else. However, this focus ignores barriers to inclusion, such as in the rejection of bodies that do not ascribe to cultural standards of beauty. An increasing visibility of impairment in popular culture such as children’s toys advances an understanding of disability as diversity through difference and not something inherently bad. ConclusionPeter Laudin of Pattycake Doll, a company which sells Black, Hispanic, Asian, and Disabled dolls, has found that children “love all dolls unconditionally whether it’s special needs or not” (Lee Adam). He suggests that the majority of the negative responses to the Down Syndrome dolls stem from prejudice (Lee Adam). Dolls popularly available idealise the human form and assume a normative representation. While this has been criticised for communicating damaging standards of beauty from childhood (Levy, Blair and Shalmon), critiques about disability are not as widely understood. The social and medical models of disability focus attention on certain aspects of disability through lists; however, the reduction of diagnostic criteria in the form of a list (whether medical or social) decontextualises disability from the social and cultural world. Thus, the list form, while useful, has elided the disparate qualities of disability. As Belknap argues, lists “ask us to make them meaningful” (xv). Although the dolls discussed in this paper have been criticised for stereotyping and emphasising the difference between children with disability and those without, an inclusion of the physical features of Down Syndrome is consistent with recent moves within critical disability studies to re-engage the body (Shakespeare 35). As Faulkner notes in the epigraph to this paper, an examination of negative reactions to these dolls reveals much about the cultural position of people with disability. References Abbasi, Jennifer. “Why 6-Year Old Girls Want to be Sexy.” Live Science 16 July (2012). 30 Aug. 2012 ‹http://www.livescience.com/21609-self-sexualization-young-girls.html›. Barnes, Colin. Disabling Imagery and the Media: An Exploration of the Principles for Media Representations of Disabled People. Krumlin Halifax: Ryburn Publishing, 1992. 5 Aug. 2012 http://www.leeds.ac.uk/disability-studies/archiveuk/Barnes/disabling%20imagery.pdf.Barnes, Colin, Geoff Mercer, and Tom Shakespeare. Exploring Disability: A Sociological Introduction. Malden: Polity Press, 1999.Belknap, Robert. The List: The Uses and Pleasures of Cataloguing. New Haven: Yale U P, 2004.Blair, Lorrie, and Maya Shalmon. “Cosmetic Surgery and the Cultural Construction of Beauty.” Art Education 58.3 (2005): 14-18.Cafferty, Diana De Rosa. A Doll Like Me: Do Children with Down Syndrome Prefer to Play with Dolls That Have the Physical Features Associated with Down Syndrome? MS thesis. U of California, 2012. Campbell, Fiona Kumari. Contours of Ableism: The Production of Disability and Abledness. New York: Palgrave Macmillan, 2009.Collins, Allyson. “Dolls with Down Syndrome May Help Kids.” ABC News. 27 Jun. 2008. 4 Oct. 2012 ‹http://abcnews.go.com/Health/Parenting/story?id=5255393&page=1#.UGzQXK6T-XP›. Cresswell, Adam. “Dolls with Disability Divide Opinion.” The Australian 12 Jul. 2008. 26 Dec. 2008 ‹http://www.theaustralian.news.com.au/story/0,25197,24000338-23289,00.html›.Down, John Langdon. “Observations on an Ethnic Classification of Idiots.” Neonatology on the Web. 1866. 3 Aug. 2012 ‹http://www.neonatology.org/classics/down.html›.Faulkner, Joanne “Disability Dolls.” What Sorts of People? 26 Jun. 2008. 29 Aug. 2012 ‹http://whatsortsofpeople.wordpress.com/2008/06/26/disability-dolls/›.Finkelstein, Vic. “Representing Disability.” Disabling Barriers—Enabling Environments. Ed. John Swain, et al. Los Angeles: Sage, 2004. 13-20.Fisher, Lorraine. “Parents’ Fury at ‘Down's Syndrome Dolls’ Designed to Help Children Deal with Disability.” Mail Online 7 Jul. 2008. 26 Dec. 2008. ‹http://www.dailymail.co.uk/femail/article-1032600/Parents-fury-Downs-Syndrome-dolls-designed-help-children-deal-disability.html›. Garland-Thomson, Rosemarie. “Re-Shaping, Re-Thinking, Re-Defining: Feminist Disability Studies.” The Free Library 1 Jan. 2008. 3 Aug. 2012. ‹http://www.thefreelibrary.com/Re-shaping, Re-thinking, Re-defining: Feminist Disability Studies.-a084377500›.Goggin, Gerard and Christopher Newell. Disability in Australia: Exposing a Social Apartheid. Sydney: U of New South Wales, 2005.Hareyan, Armen. “Using Dolls to Reduce the Stigma of Down Syndrome.” EMax Health. 4 Dec. 2008. Jan 2009 ‹http://www.emaxhealth.com/7/22865.html›.Hedlund, Marianne. “Disability as a Phenomenon: A Discourse of Social and Biological Understanding.” Disability & Society. 15.5 (2000): 765-80.Hickey-Moody, Anna. Unimaginable Bodies. Netherlands: Sense Publishers, 2009.Lee Adams, William. “New Dolls on the Block.” Time Magazine 19 Mar. 2009. 13 Dec. 2009. ‹http://www.time.com/time/magazine/article/0,9171,1886457,00.html›.Levy, Ariel. Female Chauvinist Pigs: Women and the Rise of Raunch Culture. Collingwood: Black Inc. 2010.Liggett, Helen. “Stars are not Born: An Interpretive Approach to the Politics of Disability” in Disability Studies: Past Present and Future. Ed. Len Barton and Mike Oliver. Leeds: The Disability Press, 1997. 178-194.Mitchell, David and Sharon Snyder. Narrative Prosthesis: Disability and the Dependencies of Discourse. Ann Arbor, The U of Michigan P, 2000.Morris, Jenny “A Feminist Perspective.” Framed. Ed. Ann Pointon & Chris Davies. London: British Film Institute, 1997. 21-30. Oliver, Michael. Understanding Disability: From Theory to Practice. New York: Palgrave Macmillan, 1996.Parks, Helga. “New Doll Is Child’s Best Friend.” HEST Press Release, 2005. Shakespeare, Tom. Disability Rights and Wrongs. London: Routledge, 2006.Snyder, Sharon, and David Mitchell. “Re-Engaging the Body: Disability Studes and the Resistance to Embodiment.” Public Culture 13.3 (2001): 367-89.Velasquez, Leticia. “Downi Creations.” 2007. 4 Dec. 2009. ‹http://cause-of-our-joy.blogspot.com/2007/08/downi-creations.html›.Wendell, Susan. The Rejected Body: Feminist Philosophical Reflections on Disability. New York: Routledge, 1996.Wolf, Naomi. The Beauty Myth: How Images of Beauty Are Used against Women. New York: Harper Perennial, 2002 [1991].

AbstractFace recognition is supported by selective neural mechanisms that are sensitive to various aspects of facial appearance. These include event-related potential (ERP) components like the P100 and the N170 which exhibit different patterns of selectivity for various aspects of facial appearance. Examining the boundary between faces and non-faces using these responses is one way to develop a more robust understanding of the representation of faces in extrastriate cortex and determine what critical properties an image must possess to be considered face-like. Robot faces are a particularly interesting stimulus class to examine because they can differ markedly from human faces in terms of shape, surface properties, and the configuration of facial features, but are also interpreted as social agents in a range of settings. In the current study, we thus chose to investigate how ERP responses to robot faces may differ from the response to human faces and non-face objects. In two experiments, we examined how the P100 and N170 responded to human faces, robot faces, and non-face objects (clocks). In Experiment 1, we found that robot faces elicit intermediate responses from face-sensitive components relative to non-face objects (clocks) and both real human faces and artificial human faces (computer-generated faces and dolls). These results suggest that while human-like inanimate faces (CG faces and dolls) are processed much like real faces, robot faces are dissimilar enough to human faces to be processed differently. In Experiment 2 we found that the face inversion effect was only partly evident in robot faces. We conclude that robot faces are an intermediate stimulus class that offers insight into the perceptual and cognitive factors that affect how social agents are identified and categorized.

In July 2001, New York couple Jason Black and Francis Schroeder opened bidding on the internet for corporate sponsorship of their newborn son. Naming rights started at $US5000 000. For Black, the logic was simple: given the inescapable prevalence of commercial sponsorship in contemporary life, this was a valid way of working with corporate America. Black and Schroeder already had two daughters and lived in a small two-bedroom apartment. In exchange for their son’s financial security, they risked branding him ‘Big Mac’ or ‘Nike’ – literally. If nothing else, the case exemplified the amazing reach of brand consciousness. The couple had internalised its values and rationale with such ease and comfort, the notion of forfeiting their child’s name was not abhorrent, but a lucrative marketing opportunity. Then again, the story was not without precedent. In 2000, teenagers Chris Barrett and Luke McCabe, both from New Jersey, became ‘spokesguys’ for First USA, one of America’s top credit-card companies. By sporting the company logo on their surfboards and all their clothes, the pair receives an annual $US40 000 each in tuition, board and books for their four-year university contract. They do not just advertise the brand; they are its living embodiment. For critics of consumer culture, such stories exemplify the extent to which corporatism has become a complete and closed system, with the panoramic presence of brands and logos and the commodification of life itself. They demonstrate the alarming readiness of some people to encode and enact the consumerist impulse. At its most malignant, this impulse appears as a crass consumerism that eats up every aspect of a culture, so much so that consumerism becomes the culture – all meaning is both anchored in and governed by the capitalist creed. For many, mass-produced contemporary culture provides a seemingly empty substitute, what Fredric Jameson (1991) termed “a new kind of flatness or depthlessness, a new kind of superficiality in the most literal sense” (9), for genuine experience and emotion. In turn, the contemporary consumer has been reduced to a mere imitation of mediated expectations, a functionary cog in the corporatist machine. As this sign system infects and invades more and more space, a certain cultural literacy is inevitably called for, an intimate knowledge of symbol and significance, logo and logic. However, like all living language, this one is open to some resistance, albeit a somewhat piecemeal one. Part appropriation, part antithesis, it is a resistance that hijacks form in order to subvert content. To explain how this type of activism might work, one could consider the highly effective activist operation, ®TMark (http://rtmark.com). ®TMark is an online centre that organizes and directs funding for the ‘information alteration’ of corporate products (otherwise known as ‘sabotage’). In 1993, ®TMark was involved in its first high-profile act of sabotage when it channelled $US 8000 to the Barbie Liberation Organization (BLO), a group that switched the voice boxes of 300 GI Joe and Barbie dolls. As befits a project affiliated with ®TMark, the critical content of BLO’s act was an alchemic stroke of humour and commentary. The protest lies within the ‘information alteration’ of commodities that usually rely on their supposed virtues. The BLO offensive drew attention to the questionable labour practices of Mattel, manufacturers of Barbie, thereby undermining the perceptions on which Barbie’s popularity rests. From the outset, ®TMark’s key feature is its corporate status. As a brokerage, ®TMark benefits from ‘limited liability’, just like any other corporation. It exploits this principle (that is, corporate protection, thereby bypassing legal responsibility) to sabotage other corporate products. Unlike other corporations, though, its bottom-line is cultural profit. As spokesperson Ray Thomas explains, the corporate model is both the object of ®TMark’s criticism, and the method by which that criticism is being facilitated: “Projects can be seen as stocks, and when you support a project you’re investing in it. When you contribute, say, $100 to a project that you would like to see accomplished, you are sort of investing in the accomplishment of the project. What you want to see out of that project is cultural dividends; you want to see a beneficial cultural event take place because of your money, as a reward. What you’re doing is investing in the improvement of the culture.” As with almost all ®TMark literature and material, the tone here is one of clipped civility, similar to the tense restraint characteristic of almost any corporation. Perhaps the closest the site gets to a ‘straightforward’ philosophy is in this piece of advice to dispirited students, fearful that, one day, they too will be sucked into the corporate void: “We believe that performing an ®TMark project can help you, psychologically at least, at such a difficult juncture; but more importantly, we urge you to at all costs remember that laws should defend human people, not corporate people like the one of which you will be a part. If you keep this in mind and work towards making it a reality, you may find your life much more bearable.” While this pseudo mission statement might be read as yet another appendage to ®TMark’s corporate veneer, it also points to some of the goals of the site. The depiction of ®TMark projects as morale boosters for disenchanted cynics goes some way in illustrating the ambitions and limits of the site. Rather than prescribe a far-reaching, holistic approach to social change (what might be termed a ‘revolutionary’ vision), ®TMark marshals ideas and initiatives a little more subtly. This is not to belittle or dispute its utility or significance; on the contrary, it is an approach that effectively (in)corporates a diverse range of people and programs. For example, rather than unifying its adherents to a common agenda, ®TMark operates as a coalition of interests. As such, the followings funds collectively serve the ®TMark project: the Labor Fund; the Frontier Fund (which challenges naïve visions of the ‘global village’); the Education Fund; the Health Fund; the Alternative Markets Fund (which considers overlooked demographics, such as poor gays); the Media Fund; the Intellectual Property Fund; the Biological Property Fund; the Corporate Law Fund; and the Environment Fund, among others. In turn, the ®TMark spectrum canvasses a plethora of pertinent, interconnected themes. This includes: the plight of workers in developing countries; censorship; institutionalised racism; the nominal triumph of consumer culture; techno-utopianism and the ‘digerati’; copyright law; and the increasing opacity of corporate activities. Underlying all these issues is ®TMark’s intention to publicise corporate abuses of democratic processes. Importantly, this multiplicity of interests is considered a suitable counterpart to the dispersed nature of corporate power. So, no one enemy is identified and targeted, since such reductionism belies the degree to which capitalism, corporatism and consumerism are irredeemably entwined in contemporary culture. In turn, these funds are often ‘managed’ by public figures whose association with certain causes lend their celebrity well to particular campaigns. For example, San Francisco band Negativeland manages the Intellectual Property Fund. This is most appropriate. Their 1991 legal battle with major label Island, on account of their ‘deceptive’ use of U2 material, cemented their place as champions of ‘creative appropriation’ and the right to create ‘with mirrors’ (as Negativeland describes it on their eponymous website). Similarly, the desire to create ‘with mirrors’ propels much of ®TMark’s work. It imbues all ®TMark projects with the same sense of calculated mischief. This suggests a mode of activism that is both opportunistic and ingenious, fashioning criticism from the very resources it is attacking. Financial reward aside (which, in any case, is negligible, at best) the real pay-off for ®TMark saboteurs comes via media coverage of their projects. As such, it straddles an interesting divide, between public infamy and necessary stealth. ®TMark requires media attention to render its projects effective, yet must maintain the critical distance necessary for any activist potency. Indeed, the need to bolster ®TMark’s profile was one of the reasons it went from being a dial-in system to a website in 1997. Within its first eight months the site had received almost 20 000 visits. In this schema, the activism in question is assigned a somewhat smaller purpose than has been hitherto associated with protest movements generally. Rather than provide a grand panacea for all the world’s ills, ®TMark’s scale is, by its own admission, modest: “The value of ®TMark is, and has always been, not in any real pressure it can possibly bear, but rather in its ability to quickly and cheaply attract widespread interest to important issues. ®TMark is thus essentially a public relations agency for anti-corporate activism”. In this way, ®TMark is firmly positioned within that strand of activism often referred to as ‘culture jamming’. This type of protest relies on a distinct degree of media and cultural literacy, one that is consonant with, and a product of, the Information Age. As Mark Dery explains, these activists “introduce noise into the signal as it passes from transmitter to receiver, encouraging idiosyncratic, unintended interpretations. Intruding on the intruders, they invest ads, newscasts, and other media artefacts with subversive meanings; simultaneously, they decrypt them, rendering their seductions impotent”(http://levity.com/markdery/culturejam.html). Culture jamming draws on (and contributes to) critiques of contemporary consumer capitalism. Its premise is that too much public space has already been ceded to Hollywood, Madison Avenue et al, and that activists must seize whatever opportunities allow this space to be reclaimed, however fleetingly. Trading on publicity and shock value, jammers manipulate those icons, slogans and trademarks that will register immediate recognition, thereby rendering their efforts meaningful. It constitutes a politicised refusal to submit to the cheerful passivity scripted by the corporate class. As jammers resist this role, reclaiming rather than forfeiting public space, they create what Naomi Klein (2000) calls “a climate of semiotic Robin Hoodism” (280). This term aptly captures the spirit of moralistic idealism that is, almost inevitably, a part of the milieu. This is not to dismiss or deride the progressive agenda of most culture jammers; if anything, it is a positive endorsement of their activism, and a response to those that would deem the postmodern zeitgeist politically barren or overwhelmingly cynical. What it reveals, then, is a somewhat unexpected distribution of power, as expressions of criticism and opposition emerge at seemingly incongruous junctures. They are at once engaged and complicit, finding cracks in ‘the system’ (that is, corporate society) and co-opting them, what Linda Hutcheon (1990) calls “subversion from within” (157). Eschewing ‘big picture’ solutions, culture jammers prioritise temporary connections and hybrid forms over ideological certainties and operational rigidity. Tactical thinking, and the malleability and mobility it relies on, clearly informs and animates ®TMark’s work. As Graham Meikle (2002) explains, “Different actions and campaigns use whichever media are most appropriate at any given time for any given purpose. An event might call for making a documentary, making a website, making an A4 newsletter, or making a phone call” (120). ®TMark stops short of overstating its purpose or exaggerating its success. There is no lofty manifesto or ironclad strategy; without departing too far from its anti-corporatist stance, ®TMark encourages an almost playful combination of comedy and critique, with a thick ironic overlay. At its most ambitious, then, ®TMark can hope to alter the everyday behaviour of ordinary citizens, making inroads at the expense of powerful corporations. At the very least, it can prompt bemused surfers to rethink certain things – such as Nike’s labour practices or Shell’s environmental record. In a sense, though, the degree to which such perceptual jolts can ‘make a difference’ is almost immaterial: the fact that the status quo has been questioned is a minor triumph. Where some commentators bemoan the virtual stupor they deem characteristic of contemporary Western politics, projects like ®TMark prove that there are spaces and opportunities left for meaningful debate and dissent. Works Cited Dery, Mark. “Culture Jamming: Hacking, Slashing and Sniping in the Empire of Signs”. (http://levity.com/markdery/culturejam.html). Hutcheon, Linda. The Politics of Postmodernity. London: Routledge, 1990. Jameson, Fredric. Postmodernism, or, The Cultural Logic of Late Capitalism. Durham: Duke University Press, 1991. Klein, Naomi. No Logo. London: Flamingo, 2000. Meikle, Graham. Future Active: Media Activism and the Internet. New York and London: Routledge, and Annandale, Pluto Press, 2002. Rtmark. (http://rtmark.com). Links http://levity.com/markdery/culturejam.html http://rtmark.com Citation reference for this article Substitute your date of access for Dn Month Year etc... MLA Style Khamis, Susie. "Jamming at Work " M/C: A Journal of Media and Culture< http://www.media-culture.org.au/0306/04-jamming.php>. APA Style Khamis, S. (2003, Jun 19). Jamming at Work . M/C: A Journal of Media and Culture, 6,< http://www.media-culture.org.au/0306/04-jamming.php>

IntroductionAlt, or alternative, accounts are secondary profiles people use in addition to a main account on a social media platform. They are a kind of automediation, a way of representing the self, that deliberately displays a different identity facet, and addresses a different audience, to what someone considers to be their main account. The term “alt” seems to have originated from videogame culture and been incorporated into understandings of social media accounts. A wiki page about alternate accounts on virtual world Second Life calls an alt “an account used by a resident for something other than their usual activity or to do things in privacy” (n.p.).Studying alts gives an insight into practices of managing and contextualising identities on networked platforms that are visible, persistent, editable, associable (Treem and Leonardi), spreadable, searchable (boyd), shareable (Papacharissi "Without"), and personalised (Schmidt). When these features of social media are understood as limitations that lead to context collapse (Marwick and boyd 122; Wesch 23), performative incoherence (Papacharissi Affective 99), and the risk of overexposure, people respond by developing alternative ways to use platforms.Plenty of scholarship on social media identities claims the self is fragmented, multifaceted, and contextual (Marwick 355; Schmidt 369). But the scholarship on multiple account use on single platforms is still emerging. Joanne Orlando writes for The Conversation that teens increasingly have more than one account on Instagram: “finstas” are “fake” or secondary accounts used to post especially candid photos to a smaller audience, thus they are deployed strategically to avoid the social pressure of looking polished and attractive. These accounts are referred to as “fake” because they are often pseudonymous, but the practice of compartmentalising audiences makes the promise that the photos posted are more authentic, spontaneous, and intimate. Kylie Cardell, Kate Douglas, and Emma Maguire (162) argue that while secondary accounts promise a less constructed version of life, speaking back to the dominant genre of aesthetically pleasing Instagram photos, all social media posts are constructed within the context of platform norms and imagined audiences (Litt & Hargittai 1). Still, secondary accounts are important for revealing these norms (Cardell, Douglas & Maguire 163). The secondary account is particularly prevalent on Twitter, a platform that often brings together multiple audiences into a public profile. In 2015, author Emily Reynolds claimed that Twitter alts were “an appealingly safe space compared to main Twitter where abuse, arguments and insincerity are rife” (n.p.).This paper draws on a survey of Twitter users with alts to argue that the strategic use of pseudonyms, profile photos without faces, locked accounts, and smaller audiences are ways to overcome some of the built-in limitations of social media automediality.Identity Is Multiple Chris Poole, founder of anonymous bulletin board 4chan, believes identity is a fluid concept, and designed his platform as a space in which people could connect over interests, not profiles. Positioning 4chan against real-name platforms, he argues:Your identity is prismatic […] we’re all multifaceted people. Google and Facebook would have you believe that you’re a mirror, that there is one reflection that you have, there is one idea of self. But in fact we’re more like diamonds. You can look at people from any angle and see something totally different, but they’re still the same. (n.p.)Claiming that identities are contextual performances stems from longstanding sociological and philosophical work on identity from theorists like Erving Goffman, who in the 1950s proposed a dramaturgical framework of the self to consider interactions as fundamentally social and performative rather than reflecting one core, essential inner self.Social media profiles allow people to use the language of the platform to represent themselves (Marwick 362), meaning identity performances are framed by platform architecture and features, formal and informal rules, and social ties (Schmidt 369). Social media profiles shape how people can engage in how they represent themselves, argue Shelly Farnham and Elizabeth Churchill, who claim that the assumption that a single, unified online identity is sufficient is a problematic trend in platform design. They argue that when facets of their lives are incompatible, people segment those lives into separate areas in order to maintain social norms and boundaries.Sidonie Smith and Julia Watson consider identity multiplicities to be crucial to automediality, which is built on an aesthetic of bricolage and pastiche rather than understanding subjectivity to be the essence of the self. In her work on automediality and online girlhood, Maguire ("Home"; "Self-Branding" 74) argues that an automedial approach attends to how mediation shapes the way selves can be represented online, claiming that the self is brought into being through these mediation practices.This article understands alt accounts as a type of social media practice that Nick Couldry (52) identifies as presencing: sustaining a public presence with media. I investigate presencing through studying alts as a way to manage separate publics, and the tension between public and private, on Twitter by surveying users who have a main and an alt account. Although research into multiple account use is nascent, Alice Marwick lists maintaining multiple accounts as a tactic to mitigate context collapse, alongside other strategies such as using nicknames, only sharing posts when they are appropriate for multiple audiences, and keeping more personal interactions to private messenger and text message.Ben Light argues that while connection is privileged on social media, disconnective practices like editing out, deleting, unfriending, untagging, rejecting follower requests, and in this case, creating alt accounts, are crucial. Disconnecting from some aspects of the social media experience allows people to stay connected on a particular platform, by negotiating the dynamics that do not appeal to them. While the disconnective practice of presencing through an alt has not been studied in detail, research I discuss in the next section focuses on multi-account use to argue that people who have more than one account on a single platform are aware of their audiences, and want control over which people see which posts.Multi-Platform and Multi-Account UseA conference presentation by Frederic Stutzman and Woodrow Hartzog calls maintaining multiple profiles on a single platform a strategy for boundary regulation, through which access is selectively granted to specific people. Stutzman and Hartzog interviewed 20 people with multiple profiles to determine four main motives for this kind of boundary regulation: privacy, identity management, utility (using one profile for a distinct purpose, like managing a restaurant page), and propriety (conforming to social norms around appropriate disclosure).Writing about multiple profiles on Reddit, Alex Leavitt argues that temporary or “throwaway” accounts give people the chance to disclose sensitive or off-topic information. For example, some women use throwaways when posting to a bra sizing subreddit, so men don’t exploit their main account for sexual purposes. Throwaways are a boundary management technique Leavitt considers beneficial for Redditors, and urges platform designers to consider implementing alternatives to single accounts.Jessa Lingel and Adam Golub also call for platforms to allow for multiple accounts, suggesting Facebook should let users link their profiles at a metadata level and be able to switch between them. They argue that this would be especially beneficial for those who take on specific personas, such as drag queens. In their study of drag queens with more than one Facebook profile, Lingel and Golub suggest that drag queens need to maintain boundaries between fans and friends, but creating a separate business page for their identity as a performer was inadequate for the kind of nuanced personal communication they engaged in with their fans. Drag queens considered this kind of communication relationship maintenance, not self-branding. This demonstrates that drag queens on Facebook are attentive to their audience, which is a common feature of users posting to social media: they have an idea, no matter how accurate, of who they are posting to.Eden Litt and Eszter Hargittai (1) call this perception the imagined audience, which serves as a guide for how to present the self and what to post about when an audience is unknown or not physically present. People in their study would either claim they were posting to no-one in particular, or that they had an audience in mind, whether this was personal ties (close friends, family, specific individuals like a best friend), communal ties (people interested in cleaning tips, local art community, people in Portland), professional ties (colleagues, clients, my radio show audience), and phantasmal ties (people with whom someone has an imaginary relationship, like famous people, brands, animals, and the dead).Based on these studies of boundary regulation, throwaway accounts, separate Facebook pages for fans and friends, and imagined audiences on social media, I designed a short survey that would prompt respondents to reflect on their own practices of negotiating platform limitations through their alt account.Asking Twitter about AltsTo research alts, I asked my own Twitter followers to tell me about theirs. I’ve been tweeting from @emvdn since 2010, and I have roughly 5,500 followers, mostly Melbourne academics, writers, and professionals. This method of asking my own Twitter followers questions builds on a study by Alice Marwick and danah boyd, in which they investigated context collapse on social media by tweeting questions like “who do you tweet to?” and monitoring the replies.I sent out a tweet with a link to the survey on 31 January 2018, and left it open for responses until I submitted this draft article on 18 February 2018:I’m writing about alt (alternative/secondary) accounts on social media. If you have an alt account, on Twitter or elsewhere, could you tell me about it, in survey form? (van der Nagel)The tweet was retweeted 161 times, spreading the survey to other accounts and contexts, and I received a total of 326 responses to the survey. For a full list of survey questions, see Appendix. I asked people to choose one alt (if they had more than one), and answer questions about it, including what prompted them to start the account, how they named it, who the audience is for their main and their alt, and how similar they perceived their main and alt to be. I also asked whether they would like to remain anonymous or be quoted under a pseudonym, which I have followed in this article.Of course, by posting the Twitter survey to my own followers, I am necessarily asking a specific group of people whose alt practices might not be indicative of broader trends. Just like any research done on Twitter, this research attracted a particular group: the results of this survey give a snapshot of the followers of a 29 year old female Melbourne academic, and the wider networks it was retweeted into.Although I asked anyone with more than one account on the same platform to fill out the survey, I’ll be focusing on pseudonymous alts here. Not everyone is pseudonymous on their alt: 61 per cent of respondents said they use a pseudonym, and half (51 per cent) said theirs was locked, or unavailable to the public. Some people have an alt in order to distinguish themselves from their professional account, some are connecting with those who share a specific interest, and others deliberately created an alt to harass and troll others on Twitter. But I regard pseudonymous alts as especially important to this article, as they evidence particular understandings of social media.Asking how people named their alt gave me an insight into how they framed it: as another facet of their identity: “I chose something close, but not too close to my main twitter handle,” or directed towards one particular subject they use the alt for: “I wanted a personal account which would be about all sorts, and one just for women’s sport” (Danielle Warby). Some changed the name of their account often, to further hide the account away: “I have renamed it several times, usually referencing in jokes with friends.”Many alt usernames express that the account is an alternative to a main one: people often said their alt username was their main username with a prefix or suffix like “alt,” “locked,” “NSFW” (Not Safe For Work, adult content), “priv” (short for “private”), or “2”, so if their main account was @emvdn, their alt account might be @emvdn_alt. Some used a username or nickname from another part of their life, used a pop culture reference, or wanted a completely random username, so they used a username generator or simply mashed the keyboard to get a string of random characters. Others used their real name for their alt account: “It’s my name. The point wasn’t to hide, it was to separate/segment conversiations [sic]” (knitmeapony).When asked who their audience was for their main and their alt, most people spoke of a smaller, more intimate audience of close friends or trusted accounts. On Twitter, people with locked accounts must approve followers before they can see their tweets, so it’s likely they are thinking of a specific group. One person said their alt was “locked behind a trust-wall (like a paywall, but you need to pay with a life-long friendship).” A few people said their audience for their alt was just one person: themselves. While their main account was for friends, or just “anyone who wants to follow me” (Brisbane blogger), their alt would simply be for them alone, to privately post and reflect.Asking how similar the main and alt account was led people reflecting on how they used multiple accounts to manage their multifaceted identity. “My alt account is just me unfiltered,” said one anonymous respondent, and another called their accounts “two sides of the same coin. Both me, just public and private versions.” One respondent said, “I would communicate differently in the boardroom from the bedroom. And I guess my alt is more like a private bedroom party, so it doesn’t matter if my bra comes off.”Many people signalled their awareness or experience of harassment when asked about benefits or drawbacks of alt accounts: people started theirs to avoid being harassed, bullied, piled-on, or judged. While an alt account gave people a private, safe channel in which to reach close friends and share intimate parts of their life, they also spoke about difficulties with maintaining more than one account, and potential awkwardness if someone requested to follow them that they did not want to connect with.It seemed that asking about benefits and drawbacks of alts led to articulations of labour—keeping accounts separate, and deciding on who to allow into this private space—but fears about social media more generally also surfaced. Although creating an alt meant people were consciously taking steps to compartmentalise their identity, this did not make them feel completely impervious to harassment, context collapse, and overexposure. “Some dingus will screencap and create drama,” was one potential drawback of having an alt: just because confessions and intimate or sexual photos were shared privately doesn’t mean they will stay private. People were keen to acknowledge that alts involved ongoing labour and platform negotiations.Multiple Identity Facets; Multiple AccountsWhen I released the survey, I was expecting most people to discuss their alt, locked, private account, which existed in contrast to their main, unlocked, professional one. Some people did just that, like Sarah:I worked in the media and needed a place to put my thoughts ABOUT my job/the media that I didn’t want my boss reading – not necessarily negative, just private thoughts I wanted to write somewhere.Wanting to maintain a public presence while still having an intimate space for personal self-disclosure was a common theme, which showed an awareness of imagined audiences, and a desire to disconnect from certain audiences, particularly colleagues and family members. Some didn’t necessarily want an intimate alt, but a targeted one: there were accounts for dog photos, weight loss journeys, fandoms, pregnancies, fetishes, a positive academic advice account using a Barbie doll called @barbie_phd, and one for cataloguing laundromats around London. It also seemed alts were contagious: people regularly admitted they began theirs because a friend had one. “Friends were using alts and it looked like a cool world;” “my friends seemed to be having a good time with it, and I wanted to try something they were interested in;” “wanted to be part of the ‘little twitter’ community.”Fluidities I wasn’t expecting also emerged. One respondent considered both of their accounts to be primary:it’s not clear for me which of my accounts is the “alt”. i had my non-professional one first, but i don’t consider either of them secondary, though the professional one is much more active.Along with those that changed the name of their alt often, L said they “initially kept private to only me to rant, record very private thoughts etc., have since extended it to 3 followers.” Platforms encourage continuous, active, engaged participation with ever-expanding networks of followers and friends. As José van Dijck (12) argues, platforms privilege connections, even as they stress human connectedness and downplay the automated connectivity from which they profit. Twitter’s homepage urges people to “follow your interests. Hear what people are talking about. Join the conversation. See what’s happening in the world right now,” and encourages people to keep adding more connections by featuring a recommendation panel that displays suggestions next to the main feed for “who to follow”, and links to import contacts from Gmail and other address books. In this instance, L’s three followers is an act of resistance, a disconnective practice that only links L with the very specific people they want to be an audience for their private thoughts, not to the extended networks of people L knows.ConclusionThis article has provided further evidence that on social media platforms, people don’t just have one account with their real name that faithfully expresses their one true identity. Even among those with alts, practices vary immensely, with some people using their alt as a quieter, more private space, and others creating a public identity and stream of posts catering to a niche audience.When users understand social media’s visibility, persistence, editability, association, spreadability, searchability, shareability, and personalisation as limitations, they seek ways to compartmentalise their identity facets so they can have access to the conversations, contexts, and audiences they want.There is scope for future research in this area on how alts are created, perceived, and managed, and how they relate to the broader social media landscape and its emphasis on real names, expanding networks, and increasingly sophisticated connections between people, platforms, and data. A larger study encompassing multiple platforms and accounts would reveal wider patterns of use and give more insight into this common, yet understudied, disconnective practice of selective presencing.Referencesboyd, danah. It’s Complicated: The Social Lives of Networked Teens. New Haven: Yale UP, 2014.Cardell, Kylie, Kate Douglas, and Emma Maguire. “‘Stories’: Social Media and Ephemeral Narratives as Memoir.” Mediating Memory: Tracing the Limits of Memoir. Eds. Bunty Avieson, Fiona Giles, and Sue Joseph. New York: Routledge, 2018. 157–172.Couldry, Nick. Media, Society, World: Social Theory and Digital Media Practice. Cambridge: Polity P, 2012.Farnham, Shelly D., and Elizabeth F. Churchill. “Faceted Identity, Faceted Lives: Social and Technical Issues with Being Yourself Online.” CSCW ’11: Proceedings of the ACM 2011 Conference on Computer Supported Cooperative Work, Hangzhou, China, 19–23 March 2011. 359–68.Goffman, Erving. The Presentation of Self in Everyday Life. Harmondsworth: Penguin, 1990 [1956].Leavitt, Alex. “‘This Is a Throwaway Account’: Temporary Technical Identities and Perceptions of Anonymity in a Massive Online Community.” Presented at the Computer-Supported Cooperative Work and Social Computing conference, Vancouver, Canada, 14–18 March 2015.Light, Ben. Disconnecting with Social Networking Sites. London: Palgrave Macmillan, 2014.Lingel, Jessa, and Adam Golub. “In Face on Facebook: Brooklyn’s Drag Community and Sociotechnical Practices of Online Communication.” Journal of Computer-Mediated Communication 20.5 (2015): 536–553.Litt, Eden, and Eszter Hargittai. “The Imagined Audience on Social Network Sites.” Social Media + Society 2.1 (2016).Maguire, Emma. “Home, About, Shop, Contact: Constructing an Authorial Persona via the Author Website.” M/C Journal 17.3 (2014). <http://journal.media-culture.org.au/index.php/mcjournal/article/view/821>.———. “Self-Branding, Hotness, and Girlhood in the Video Blogs of Jenna Marbles.” Biography 38.1 (2015): 72–86.Marwick, Alice. “Online Identity.” A Companion to New Media Dynamics. Eds. John Hartley, Jean Burgess and Axel Bruns. Chichester: Wiley-Blackwell, 2013. 355–64.———, 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.Orlando, Joanne. “How Teens Use Fake Instagram Accounts to Relieve the Pressure of Perfection.” The Conversation, 7 Mar. 2018. <http://theconversation.com/how-teens-use-fake-instagram-accounts-to-relieve-the-pressure-of-perfection-92105>.Papacharissi, Zizi. Affective Publics: Sentiment, Technology, and Politics. Oxford: Oxford Scholarship Online, 2014. DOI: 10.1093/acprof:oso/9780199999736.001.0001.———. “Without You, I’m Nothing: Performances of the Self on Twitter.” International Journal of Communication 6 (2012): 1989–2006.Poole, Chris. “Prismatic Identity.” Chris Hates Writing 9 Oct. 2013 <http://chrishateswriting.com/post/63564095133/prismatic-identity>.Reynolds, Emily. “Alt Twitter: Where Brutal Honesty Hides behind Pseudonyms.” Gadgette 10 Aug. 2015 <https://www.gadgette.com/2015/08/10/welcome-to-alt-twitter-where-brutal-honesty-hides-behind-pseudonyms/>.Schmidt, Jan-Hinrik. “Practices of Networked Identity.” A Companion to New Media Dynamics. Eds. John Hartley, Jean Burgess and Axel Bruns. Chichester: Wiley-Blackwell, 2013. 365–74.Second Life Wiki. “Alternate Account.” Second Life Wiki (2018). <http://secondlife.wikia.com/wiki/Alternate_Account>.Smith, Sidonie, and Julia Watson. “Virtually Me: A Toolbox about Online Self-Presentation.” Identity Technologies: Constructing the Self Online. Eds. Anna Poletti and Julie Rak. Madison: U of Wisconsin P, 2014. 70-95.Stutzman, Frederic D., and Woodrow Hartzog. “Boundary Regulation in Social Media.” CSCW ’12: Proceedings of the ACM 2012 Conference on Computer Supported Cooperative Work, 11–15 February, Seattle, USA (2012).Treem, Jeffrey W., and Paul M. Leonardi. “Social Media Use in Organizations: Exploring the Affordances of Visibility, Editability, Persistence, and Association.” Communication Yearbook 36 (2012): 143–89. Van der Nagel, Emily. “Writing about Alt Accounts.” Twitter 31 Jan. 2018, 4.42 p.m. <https://twitter.com/emvdn/status/958576094713696262>.Van Dijck, José. The Culture of Connectivity: A Critical History of Social Media. Oxford: Oxford UP, 2013.Wesch, Michael. “YouTube and You: Experiences of Self-Awareness in the Context Collapse of the Recording Webcam.” Explorations in Media Ecology 8.2 (2009): 19–34. Appendix: List of Survey QuestionsDemographic informationAll the questions in this survey are optional, so feel free to skip any if you’re not comfortable sharing.How old are you?What is your gender identity?What is your main occupation?What is your city and country of residence?Which social media platforms do you use? Facebook, Twitter, Reddit, Instagram, Snapchat, LinkedIn, Tumblr, YouTube, Tencent QQ, WeChat, KakaoTalk, Renren, other?Which social media platforms do you have an alt account on? Facebook, Twitter, Reddit, Instagram, Snapchat, Google+, Pinterest, LinkedIn, Tumblr, YouTube, Tencent QQ, WeChat, KakaoTalk, Renren, other?Your alt accountThis section asks you to pick one of your alt accounts - for example, your locked account on Twitter separate from your main account, a throwaway on Reddit, or a close-friends-only Facebook account - and tell me about it.Which platform is your alt account on?Is your alt locked (unavailable to the public)? Yes/NoWhat prompted you to start your alt account?Do you use a pseudonym on your alt? Yes/NoDo you use a photo of yourself as the profile image? Yes/NoDo you share photos of yourself on your alt? Yes/NoCan you tell me about how you named your alt?Which account do you use more often? My main/my alt/I use them about the sameWhich has a bigger audience? My main/my alt/They’re about the sameWho is the audience for your main account? Who is the audience for your alt account? What topics would you post about on your alt that you’d never post about on your main? How similar do you think your main and alt accounts are? What are the benefits of having an alt?What are the drawbacks of having an alt? Thank you!If I quote you in my research project, what name/pseudonym would you like me to use? My name/pseudonym is___________ OR I would like to remain anonymous and be assigned a participant number

IntroductionLike other forms of embodiment, pregnancy has increasingly become subject to representation and interpretation via digital technologies. Pregnancy and the unborn entity were largely private, and few people beyond the pregnant women herself had access to the foetus growing within her (Duden). Now pregnant and foetal bodies have become open to public portrayal and display (Lupton The Social Worlds of the Unborn). A plethora of online materials – websites depicting the unborn entity from the moment of conception, amateur YouTube videos of births, social media postings of ultrasounds and self-taken photos (‘selfies’) showing changes in pregnant bellies, and so on – now ensure the documentation of pregnant and unborn bodies in extensive detail, rendering them open to other people’s scrutiny. Other recent digital technologies directed at pregnancy include mobile software applications, or ‘apps’. In this article, we draw on our study involving a critical discourse analysis of a corpus of pregnancy-related apps offered in the two major app stores. In so doing, we discuss the ways in which pregnancy-related apps portray pregnant and unborn bodies. We place a particular focus on the ludification and gamification strategies employed to position pregnancy as a playful, creative and fulfilling experience that is frequently focused on consumption. As we will demonstrate, these strategies have wider implications for concepts of pregnant and foetal embodiment and subjectivity.It is important here to make a distinction between ludification and gamification. Ludification is a broader term than gamification. It is used in the academic literature on gaming (sometimes referred to as ‘ludology’) to refer to elements of games reaching into other aspects of life beyond leisure pursuits (Frissen et al. Playful Identities: The Ludification of Digital Media Cultures; Raessens). Frissen et al. (Frissen et al. "Homo Ludens 2.0: Play, Media and Identity") for example, claim that even serious pursuits such as work, politics, education and warfare have been subjected to ludification. They note that digital technologies in general tend to incorporate ludic dimensions. Gamification has been described as ‘the use of game design elements in non-game contexts’ (Deterding et al. 9). The term originated in the digital media industry to describe the incorporation of features into digital technologies that not explicitly designed as games, such as competition, badges, rewards and fun that engaged and motivated users to make them more enjoyable to use. Gamification is now often used in literatures on marketing strategies, persuasive computing or behaviour modification. It is an important element of ‘nudge’, an approach to behaviour change that involves persuasion over coercion (Jones, Pykett and Whitehead). Gamification thus differs from ludification in that the former involves applying ludic principles for reasons other than the pleasures of enjoying the game for their own sake, often to achieve objectives set by actors and agencies other than the gamer. Indeed, this is why gamification software has been described by Bogost (Bogost) as ‘exploitationware’. Analysing Pregnancy AppsMobile apps have become an important medium in contemporary digital technology use. As of May 2015, 1.5 million apps were available to download on Google Play while 1.4 million were available in the Apple App Store (Statista). Apps related to pregnancy are a popular item in app stores, frequently appearing on the Apple App Store’s list of most-downloaded apps. Google Play’s figures show that many apps directed at pregnant women have been downloaded hundreds of thousands, or even millions, of times. For example, ‘Pregnancy +’, ‘I’m Expecting - Pregnancy App’ and ‘What to Expect - Pregnancy Tracker’ have each been downloaded between one and five million times, while ‘My Pregnancy Today’ has received between five and ten million downloads. Pregnancy games for young girls are also popular. Google Play figures show that the ‘Pregnant Emergency Doctor’ game, for example, has received between one and five million downloads. Research has found that pregnant women commonly download pregnancy-related apps and find them useful sources of information and support (Hearn, Miller and Fletcher; Rodger et al.; Kraschnewski et al.; Declercq et al.; Derbyshire and Dancey; O'Higgins et al.). We conducted a comprehensive analysis of all pregnancy-related smartphone apps in the two major app stores, Apple App Store and Google Play, in late June 2015. Android and Apple’s iOS have a combined market share of 91 percent of apps installed on mobile phones (Seneviratne et al.). A search for all pregnancy-related apps offered in these stores used key terms such as pregnancy, childbirth, conception, foetus/fetus and baby. After eliminating apps listed in these searches that were clearly not human pregnancy-related, 665 apps on Google Play and 1,141 on the Apple App Store remained for inclusion in our study. (Many of these apps were shared across the stores.)We carried out a critical discourse analysis of these apps, looking closely at the app descriptions offered in the two stores. We adopted the perspective that sees apps, like any other form of media, as sociocultural artefacts that both draw on and reproduce shared norms, ideals, knowledges and beliefs (Lupton "Quantified Sex: A Critical Analysis of Sexual and Reproductive Self-Tracking Using Apps"; Millington "Smartphone Apps and the Mobile Privatization of Health and Fitness"; Lupton "Apps as Artefacts: Towards a Critical Perspective on Mobile Health and Medical Apps"). In undertaking our analysis of the app descriptions in our corpus, attention was paid to the title of each app, the textual accounts of its content and use and the images that were employed, such as the logo of the app and the screenshots that were used to illustrate its content and style. Our focus in this article is on the apps that we considered as including elements of entertainment. Pregnancy-related game apps were by far the largest category of the apps in our corpus. These included games for young girls and expectant fathers as well as apps for ultrasound manipulation, pregnancy pranks, foetal sex prediction, choosing baby names, and quizzes. Less obviously, many other apps included in our analysis offered some elements of gamification and ludification, and these were considered in our analysis. ‘Pregnant Adventures’: App Games for GirlsOne of the major genres of apps that we identified was games directed at young girls. These apps invited users to shop for clothes, dress up, give a new hair style, ‘make-over’ and otherwise beautify a pregnant woman. These activities were directed at the goal of improving the physical attractiveness and therefore (it was suggested) the confidence of the woman, who was presented as struggling with coming to terms with changes in her body during pregnancy. Other apps for this target group involved the player assuming the role of a doctor in conducting medical treatments for injured pregnant women or assisting the birth of her baby.Many of these games represented the pregnant woman visually as looking like an archetypal Barbie doll, with a wardrobe to match. One app (‘Barbara Pregnancy Shopping’) even uses the name ‘Barbara’ and the screenshots show a woman similar in appearance to the doll. Its description urges players to use the game to ‘cheer up’ an ‘unconfident’ Barbara by taking her on a ‘shopping spree’ for new, glamorous clothes ‘to make Barbara feel beautiful throughout her pregnancy’. Players may find ‘sparkly accessories’ as well for Barbara and help her find a new hairstyle so that she ‘can be her fashionable self again’ and ‘feel prepared to welcome her baby!’. Likewise, the game ‘Pregnant Mommy Makeover Spa’ involves players selecting clothes, applying beauty treatments and makeup and adding accessories to give a makeover to ‘Pregnant Princess’ Leila. The ‘Celebrity Mommy’s Newborn Baby Doctor’ game combines the drawcard of ‘celebrity’ with ‘mommy’. Players are invited to ‘join the celebrities in their pregnancy adventure!’ and ‘take care of Celebrity Mom during her pregnancy!’.An app by the same developer of ‘Barbara Pregnancy Shopping’ also offers ‘Barbara’s Caesarean Birth’. The app description claims that: ‘Of course her poor health doesn’t allow Barbara to give birth to her baby herself.’ It is up to players to ‘make everything perfect’ for Barbara’s caesarean birth. The screenshots show Barbara’s pregnant abdomen being slit open, retracted and a rosy, totally clean infant extracted from the incision, complete with blonde hair. Players then sew up the wound. A final screenshot displays an image of a smiling Barbara standing holding her sleeping, swaddled baby, with the words ‘You win’.Similar games involve princesses, mermaids, fairies and even monster and vampire pregnant women giving birth either vaginally or by caesarean. Despite their preternatural status, the monster and vampire women conform to the same aesthetic as the other pregnant women in these games: usually with long hair and pretty, made-up faces, wearing fashionable clothing even on the operating table. Their newborn infants are similarly uniform in their appearance as they emerge from the uterus. They are white-skinned, clean and cherubic (described in ‘Mommy’s Newborn Baby Princess’ as ‘the cutest baby you probably want’), a far cry from the squalling, squashed-faced infants smeared in birth fluids produced by the real birth process.In these pregnancy games for girls, the pain and intense bodily effort of birthing and the messiness produced by the blood and other body fluids inherent to the process of labour and birth are completely missing. The fact that caesarean birth is a major abdominal surgery requiring weeks of recovery is obviated in these games. Apart from the monsters and vampires, who may have green- or blue-hued skin, nearly all other pregnant women are portrayed as white-skinned, young, wearing makeup and slim, conforming to conventional stereotypical notions of female beauty. In these apps, the labouring women remain glamorous, usually smiling, calm and unsullied by the visceral nature of birth.‘Track Your Pregnancy Day by Day’: Self-Monitoring and Gamified PregnancyElements of gamification were evident in a large number of the apps in our corpus, including many apps that invite pregnant users to engage in self-tracking of their bodies and that of their foetuses. Users are asked to customise the apps to document their changing bodies and track their foetus’ development as part of reproducing the discourse of the miraculous nature of pregnancy and promoting the pleasures of self-tracking and self-transformation from pregnant woman to mother. When using the ‘Pregnancy+’ app, for example, users can choose to construct a ‘Personal Dashboard’ that includes details of their pregnancy. They can input their photograph, first name and their expected date of delivery so that that each daily update begins with ‘Hello [name of user], you are [ ] weeks and [ ] days pregnant’ with the users’ photograph attached to the message. The woman’s weight gain over time and a foetal kick counter are also included in this app. It provides various ways for users to mark the passage of time, observe the ways in which their foetuses change and move week by week and monitor changes in their bodies. According to the app description for ‘My Pregnancy Today’, using such features allows a pregnant woman to: ‘Track your pregnancy day by day.’ Other apps encourage women to track such aspects of physical activity, vitamin and fluid intake, diet, mood and symptoms. The capacity to visually document the pregnant user’s body is also a feature of several apps. The ‘Baby Bump Pregnancy’, ‘WebMD Pregnancy’, ‘I’m Expecting’,’iPregnant’ and ‘My Pregnancy Today’ apps, for example, all offer an album feature for pregnant bump photos taken by the user of herself (described as a ‘bumpie’ in the blurb for ‘My Pregnancy Today’). ‘Baby Buddy’ encourages women to create a pregnant avatar of themselves (looking glamorous, well-dressed and happy). Some apps even advise users on how they should feel. As a screenshot from ‘Pregnancy Tracker Week by Week’ claims: ‘Victoria, your baby is growing in your body. You should be the happiest woman in the world.’Just as pregnancy games for little girls portrayal pregnancy as a commodified and asetheticised experience, the apps directed at pregnant women themselves tend to shy away from discomforting fleshly realities of pregnant and birthing embodiment. Pregnancy is represented as an enjoyable and fashionable state of embodiment: albeit one that requires constant self-surveillance and vigilance.‘Hello Mommy!’: The Personalisation and Aestheticisation of the FoetusA dominant feature of pregnancy-related apps is the representation of the foetus as already a communicative person in its own right. For example, the ‘Pregnancy Tickers – Widget’ app features the image of a foetus (looking far more like an infant, with a full head of wavy hair and open eyes) holding a pencil and marking a tally on the walls of the uterus. The app is designed to provide various icons showing the progress of the user’s pregnancy each day on her mobile device. The ‘Hi Mommy’ app features a cartoon-like pink and cuddly foetus looking very baby-like addressing its mother from the womb, as in the following message that appears on the user’s smartphone: ‘Hi Mommy! When will I see you for the first time?’ Several pregnancy-tracking apps also allow women to input the name that they have chosen for their expected baby, to receive customised notifications of its progress (‘Justin is nine weeks and two days old today’).Many apps also incorporate images of foetuses that represent them as wondrous entities, adopting the visual style of 1960s foetal photography pioneer Lennart Nilsson, or what Stormer (Stormer) has referred to as ‘prenatal sublimity’. The ‘Pregnancy+’ app features such images. Users can choose to view foetal development week-by-week as a colourful computerised animation or 2D and 3D ultrasound scans that have been digitally manipulated to render them aesthetically appealing. These images replicate the softly pink, glowing portrayals of miraculous unborn life typical of Nilsson’s style.Other apps adopt a more contemporary aesthetic and allow parents to store and manipulate images of their foetal ultrasounds and then share them via social media. The ‘Pimp My Ultrasound’ app, for example, invites prospective parents to manipulate images of their foetal ultrasounds by adding in novelty features to the foetal image such as baseball caps, jewellery, credit cards and musical instruments. The ‘Hello Mom’ app creates a ‘fetal album’ of ultrasounds taken of the user’s foetus, while the ‘Ultrasound Viewer’ app lets users manipulate their 3/4 D foetal ultrasound images: ‘Have fun viewing it from every angle, rotating, panning and zooming to see your babies [sic] features and share with your family and friends via Facebook and Twitter! … Once uploaded, you can customise your scan with a background colour and skin colour of your choice’.DiscussionPregnancy, like any other form of embodiment, is performative. Pregnant women are expected to conform to norms and assumptions about their physical appearance and deportment of their bodies that expect them to remain well-groomed, fit and physically attractive without appearing overly sexual (Longhurst "(Ad)Dressing Pregnant Bodies in New Zealand: Clothing, Fashion, Subjectivities and Spatialities"; Longhurst "'Corporeographies’ of Pregnancy: ‘Bikini Babes'"; Nash; Littler). Simultaneously they must negotiate the burden of bodily management in the interests of risk regulation. They are expected to protect their vulnerable unborn from potential dangers by stringently disciplining their bodies and policing to what substances they allow entry (Lupton The Social Worlds of the Unborn; Lupton "'Precious Cargo': Risk and Reproductive Citizenship"). Pregnancy self-tracking apps enact the soft politics of algorithmic authority, encouraging people to conform to expectations of self-responsibility and self-management by devoting attention to monitoring their bodies and acting on the data that they generate (Whitson; Millington "Amusing Ourselves to Life: Fitness Consumerism and the Birth of Bio-Games"; Lupton The Quantified Self: A Sociology of Self-Tracking).Many commentators have remarked on the sexism inherent in digital games (e.g. Dickerman, Christensen and Kerl-McClain; Thornham). Very little research has been conducted specifically on the gendered nature of app games. However our analysis suggests that, at least in relation to the pregnant woman, reductionist heteronormative, cisgendered, patronising and paternalistic stereotypes abound. In the games for girls, pregnant women are ideally young, heterosexual, partnered, attractive, slim and well-groomed, before, during and after birth. In self-tracking apps, pregnant women are portrayed as ideally self-responsible, enthused about their pregnancy and foetus to the point that they are counting the days until the birth and enthusiastic about collecting and sharing details about themselves and their unborn (often via social media).Ambivalence about pregnancy, the foetus or impending motherhood, and lack of interest in monitoring the pregnancy or sharing details of it with others are not accommodated, acknowledged or expected by these apps. Acknowledgement of the possibility of pregnant women who are not overtly positive about their pregnancy or lack interest in it or who identify as transgender or lesbian or who are sole mothers is distinctly absent.Common practices we noted in apps – such as giving foetuses names before birth and representing them as verbally communicating with their mothers from inside the womb – underpin a growing intensification around the notion of the unborn entity as already an infant and social actor in its own right. These practices have significant implications for political agendas around the treatment of pregnant women in terms of their protection or otherwise of their unborn, and for debates about women’s reproductive rights and access to abortion (Lupton The Social Worlds of the Unborn; Taylor The Public Life of the Fetal Sonogram: Technology, Consumption and the Politics of Reproduction). Further, the gamification and ludification of pregnancy serve to further commodify the experience of pregnancy and childbirth, contributing to an already highly commercialised environment in which expectant parents, and particularly mothers, are invited to purchase many goods and services related to pregnancy and early parenthood (Taylor "Of Sonograms and Baby Prams: Prenatal Diagnosis, Pregnancy, and Consumption"; Kroløkke; Thomson et al.; Taylor The Public Life of the Fetal Sonogram: Technology, Consumption and the Politics of Reproduction; Thomas).In the games for girls we examined, the pregnant woman herself was a commodity, a selling point for the app. The foetus was also frequently commodified in its representation as an aestheticised entity and the employment of its image (either as an ultrasound or other visual representations) or identity to market apps such as the girls’ games, apps for manipulating ultrasound images, games for predicting the foetus’ sex and choosing its name, and prank apps using fake ultrasounds purporting to reveal a foetus inside a person’s body. As the pregnant user engages in apps, she becomes a commodity in yet another way: the generator of personal data that are marketable in themselves. In this era of the digital data knowledge economy, the personal information about people gathered from their online interactions and content creation has become highly profitable for third parties (Andrejevic; van Dijck). Given that pregnant women are usually in the market for many new goods and services, their personal data is a key target for data mining companies, who harvest it to sell to advertisers (Marwick).To conclude, our analysis suggests that gamification and ludification strategies directed at pregnancy and childbirth can serve to obfuscate the societal pressures that expect and seek to motivate pregnant women to maintain physical fitness and attractiveness, simultaneously ensuring that they protect their foetuses from all possible risks. In achieving both ends, women are encouraged to engage in intense self-monitoring and regulation of their bodies. These apps also reproduce concepts of the unborn entity as a precious and beautiful already-human. These types of portrayals have important implications for how young girls learn about pregnancy and childbirth, for pregnant women’s experiences and for concepts of foetal personhood that in turn may influence women’s reproductive rights and abortion politics.ReferencesAndrejevic, Mark. Infoglut: How Too Much Information Is Changing the Way We Think and Know. New York: Routledge, 2013. Print.Bogost, Ian. "Why Gamification Is Bullshit." The Gameful World: Approaches, Issues, Applications. Eds. Steffen Walz and Sebastian Deterding. Boston, MA: MIT Press, 2015. 65-80. Print.Declercq, E.R., et al. Listening to Mothers III: Pregnancy and Birth. New York: Childbirth Connection, 2013. Print.Derbyshire, Emma, and Darren Dancey. "Smartphone Medical Applications for Women's Health: What Is the Evidence-Base and Feedback?" International Journal of Telemedicine and Applications (2013).Deterding, Sebastian, et al. "From Game Design Elements to Gamefulness: Defining Gamification." Proceedings of the 15th International Academic MindTrek Conference: Envisioning Future Media Environments. ACM, 2011. Dickerman, Charles, Jeff Christensen, and Stella Beatríz Kerl-McClain. "Big Breasts and Bad Guys: Depictions of Gender and Race in Video Games." Journal of Creativity in Mental Health 3.1 (2008): 20-29. Duden, Barbara. Disembodying Women: Perspectives on Pregnancy and the Unborn. Trans. Lee Hoinacki. Cambridge, MA: Harvard University Press, 1993. Frissen, Valerie, et al. "Homo Ludens 2.0: Play, Media and Identity." Playful Identities: The Ludification of Digital Media Cultures. Eds. Valerie Frissen et al. Amsterdam: University of Amsterdam Press, 2015. 9-50. ———, eds. Playful Identities: The Ludification of Digital Media Cultures. Amsterdam: Amsterdam University Press, 2015. Hearn, Lydia, Margaret Miller, and Anna Fletcher. "Online Healthy Lifestyle Support in the Perinatal Period: What Do Women Want and Do They Use It?" Australian Journal of Primary Health 19.4 (2013): 313-18. Jones, Rhys, Jessica Pykett, and Mark Whitehead. "Big Society's Little Nudges: The Changing Politics of Health Care in an Age of Austerity." Political Insight 1.3 (2010): 85-87. Kraschnewski, L. Jennifer, et al. "Paging “Dr. Google”: Does Technology Fill the Gap Created by the Prenatal Care Visit Structure? Qualitative Focus Group Study with Pregnant Women." Journal of Medical Internet Research. 16.6 (2014): e147. Kroløkke, Charlotte. "On a Trip to the Womb: Biotourist Metaphors in Fetal Ultrasound Imaging." Women's Studies in Communication 33.2 (2010): 138-53. Littler, Jo. "The Rise of the 'Yummy Mummy': Popular Conservatism and the Neoliberal Maternal in Contemporary British Culture." Communication, Culture & Critique 6.2 (2013): 227-43. Longhurst, Robyn. "(Ad)Dressing Pregnant Bodies in New Zealand: Clothing, Fashion, Subjectivities and Spatialities." Gender, Place & Culture 12.4 (2005): 433-46. ———. "'Corporeographies’ of Pregnancy: ‘Bikini Babes'." Environment and Planning D: Society and Space 18.4 (2000): 453-72. Lupton, Deborah. "Apps as Artefacts: Towards a Critical Perspective on Mobile Health and Medical Apps." Societies 4.4 (2014): 606-22. ———. "'Precious Cargo': Risk and Reproductive Citizenship." Critical Public Health 22.3 (2012): 329-40. ———. The Quantified Self: A Sociology of Self-Tracking. Cambridge: Polity Press, 2016. ———. "Quantified Sex: A Critical Analysis of Sexual and Reproductive Self-Tracking Using Apps." Culture, Health & Sexuality 17.4 (2015): 440-53. ———. The Social Worlds of the Unborn. Houndmills: Palgrave Macmillan, 2013. Marwick, Alice. "How Your Data Are Being Deeply Mined." The New York Review of Books (2014). Millington, Brad. "Amusing Ourselves to Life: Fitness Consumerism and the Birth of Bio-Games." Journal of Sport & Social Issues 38.6 (2014): 491-508. ———. "Smartphone Apps and the Mobile Privatization of Health and Fitness." Critical Studies in Media Communication 31.5 (2014): 479-93. Nash, Meredith. Making 'Postmodern' Mothers: Pregnant Embodiment, Baby Bumps and Body Image. Houndmills: Palgrave Macmillan, 2013. O'Higgins, A., et al. "The Use of Digital Media by Women Using the Maternity Services in a Developed Country." Irish Medical Journal 108.5 (2015). Raessens, Joost. "Playful Identities, or the Ludification of Culture." Games and Culture 1.1 (2006): 52-57. Rodger, D., et al. "Pregnant Women’s Use of Information and Communications Technologies to Access Pregnancy-Related Health Information in South Australia." Australian Journal of Primary Health 19.4 (2013): 308-12. Seneviratne, Suranga, et al. "Your Installed Apps Reveal Your Gender and More!" Mobile Computing and Communications Review 18.3 (2015): 55-61. Statista. "Number of Apps Available in Leading App Stores as of May 2015." 2015. Stormer, Nathan. "Looking in Wonder: Prenatal Sublimity and the Commonplace 'Life'." Signs 33.3 (2008): 647-73. Taylor, Janelle. "Of Sonograms and Baby Prams: Prenatal Diagnosis, Pregnancy, and Consumption." Feminist Studies 26.2 (2000): 391-418. ———. The Public Life of the Fetal Sonogram: Technology, Consumption and the Politics of Reproduction. New Brunswick, NJ: Rutgers University Press, 2008. Thomas, Gareth M. "Picture Perfect: ‘4d’ Ultrasound and the Commoditisation of the Private Prenatal Clinic." Journal of Consumer Culture. Online first, 2015. Thomson, Rachel, et al. Making Modern Mothers. Bristol: Policy Press, 2011. Thornham, Helen. “'It's a Boy Thing'.” Feminist Media Studies 8.2 (2008): 127-42. Van Dijck, José. "Datafication, Dataism and Dataveillance: Big Data between Scientific Paradigm and Ideology." Surveillance & Society 12.2 (2014): 197-208. Whitson, Jennifer. "Gaming the Quantified Self." Surveillance & Society 11.1/2 (2013): 163-76.

Introduction‘Dream’ has been researched across numerous fields in its multiplicity within both a physical and emotional capacity. For Pagel et al., there is no fixed definition of what ‘dream’ is or are. However, in an advertising context, ’dream’ is the idealised version of our desires, re-visualised in real life (Coombes and Batchelor 103). It could be said that for countless consumers, advertising imagery has elicited dreams of living the perfect life and procuring material pleasures (Manca et al.; Hood). Goodis asserts, “advertising doesn’t always mirror how people are acting but how they are dreaming, in a sense what we are doing is wrapping up your emotions and selling them back to you” (qtd. in Back and Quaade 65). One component of this notion of ‘dream’ in advertising is captured by wishful images of the face and body in their ‘perfect form’ presented in a field of other beauty ideals. For our purposes, ‘dream’ is a “philosophical concept” (Pagel et al. 14) by which dreams are a series of aspirations and desires that consumers internalise, while at the same time, find difficult to achieve. ‘Dream’, then, will be used to critically explore how the beauty and advertising industries collectively employ ethnic ambiguity in addition to other tactics and strategies to sell us dream-like visions of idealised beauty. Forever Dreaming: The Introduction of Ethnic AmbiguityWe can link dreams to beauty as both areas of analysis contain many cultural interpretations and can be deconstructed to reveal different meanings (Sontag). In many ways, beauty is another dream and Sontag notes that the concept of beauty is often linked to certain physical traits that an individual possesses. These physical traits are capitalised upon by product marketing by which Hood claims, aims to enhance one, or even more, of them. For example, lipstick is not marketed as simply as a mixture of wax and pigment but rather a way to “obtain beauty, find romance or gain confidence” (7). As a result, global beauty brands can find long term marketing success through meaningful product marketing. This long-term marketing success relies on influencing human behaviour and perceptions. As a result of meaningful marketing, consumers may find themselves driven to purchase implicit qualities in products advertised to reflect their dreams (Hood).Following the 1980s, this version of meaningful marketing has become a driving purpose for advertising agencies around the globe (Steel). Advertising agencies rely on deeper human insights, identifying latent desires to create a brief that must ultimately sell a dream (Steel). The ideal strategy needs to define something that will build brand loyalty and encourage consumers to have a symbiotic relationship connecting their dreams with the product being sold. As Hood argues, “advertising consists of selling not just things but also dreams”. While this concept is one that “some see as inherently damning”, it is also inherently necessary (7). We understand that people are emotional beings, investing in the artefacts they build, obtain or use with significance “beyond merely utilitarian” (7). For these reasons, beauty advertisers act as the purveyors of dreams in the form of physical perfection as an articulation of consumer’s own aspirations of beauty.These aspirations of dream beauty are a direct representation of our thoughts and feelings. As such, it should be noted that we as consumers are often encouraged to draw inspiration from imagery that is often times seen as ethnically ambiguous. “Ethnic ambiguity” is the absence of any one prominent ethnic or racial feature that is easily discernible to one specific group (Garcia 234; Harrison et al.). An example of this ethnic ambiguity can be seen in marketing campaigns by high end makeup artist and her eponymous range of cosmetics, Charlotte Tilbury. Most notably, in a 2015 launch for her “Makeup Wardrobe”, Tilbury’s makeup palettes boasted 10 aspirational ‘looks’ and personas that could be achieved simply through purchase. The images of women featured on a figurative ‘wheel of fortune’ digital display used to market products online. This digital ‘wheel of fortune’ comprised of ethnically ambiguous models against descriptive persona’s such as “The Dolce Vita” and “The Glamour Muse”. These kinds of digital marketing tools required consumers to make a decision based on what their dream ‘look’ is through an ethnically ambiguous lens and from here are guided to purchase their desired aesthetic. Like Charlotte Tilbury, the beauty industry has seen a growing body of cosmetic brands that employ ethnic ambiguity to sell dreams of homogenised beauty. We will see the ways in which modern day beauty brands, such as Kylie Jenner Cosmetics and Fenty Beauty have come to adopt ethnic ambiguity or embrace entire ethnic and racial groups in order to expand their consumer influence.Aspirational Ambiguity: Dreams of DisempowermentSince the early 2000s, beauty advertising has seen a prominent rise in the use of ethnically ambiguous models. Some see this as an effort to answer the global desire for diversity and inclusion. However, the notion that beauty standards transcend racial boundaries and is inclusive, is simply another form of appropriating and fetishising ethnicity (R. Sengupta). In many ways, these manufactured dream-like versions of beauty have evolved to reach wider markets, in the hope that consumers will be emboldened to both embrace their racial heritage, and at the same time conform to homogenised standards of beauty (Frith et al.; Harrison et al.).In this bid to diversify and extend consumer reach, there are three prominent reasons why ethnically ambiguous models are more likely to be featured over models whose African, Indigenous, and/or Asian heritage is more prominent. Firstly, ethnically ambiguous models do not seem to conform to a particular notion of what is considered beautiful. For many decades, popular culture has been saturated with images of thin, of young, of narrow noses and hips, of blonde, blue eyes, and Caucasian hair textures (Harrison et al.; Hunter; Saraswati). These Westernised beauty ideals have been historically shaped through years of colonial influence, grounded in an imbalance of power and imposed to create a culture of dominance and oppression (Saraswati). Secondly, ethnic models are featured to convey “the sense of the ‘exotic’, and their ‘otherness’ acts to normalise and entrench the dominant ideal of white beauty” (qtd. in Redmond 175). ‘Otherness’ can be defined as the opposite of the majority, in Westernised society this ‘other’ can mean “people who are other than white, male, able bodied, heterosexual” (qtd. in Graycar 74). This ‘otherness’ showcased by ethnically ambiguous models draws viewers in. Physical features that were possessed by one specific ethnic group such as African, Asian, Latinx or Indigenous peoples have now become blended and are no longer confined to one race. Additionally, ethnically ambiguous models enable white consumers to dream about an exotic local or lifestyle, while at the same time providing ethnic audiences a way to see themselves.Finally, it is undeniable that ethnically ambiguous and mixed-race models have become desirable due to a historical preference for light skin (Saraswati). The visual references of light-skinned beauty epitomise a colonial dream and this standardisation has been transferred to indigenous peoples, or ethnic minorities in Western countries. According to Harrison et al, “marketers use mixed-race representations as cultural currency by mythologising mixed-race bodies as the new beauty standard” to represent a racial bridge, “tailored to ameliorate perceived racial divides” (503). Therefore, ethnically ambiguous models have an assumed advantage over their racially dominant counterparts, because they appear to straddle various racial boundaries. They are constructed to embody whomever, from wherever and whenever, fetishising their roleplay for the industry, when it pleases. This further exoticises multi-racial beauty models and renders them a commodified fantasy for many consumers alike. The continued commodification of ethnic ambiguity is problematic as it exploits models with distinctly mixed-race heritage to continue to sell images of white-washed beauty (Solomon et al.). An argument could be made that scarcity contributes to mixed-race models’ value, and therefore the total number of advertising opportunities that are offered to mixed-race models remains limited. To date, numerous studies highlight a limited use of racially diverse models within the beauty industry and does not reflect the growing global body of diverse consumers with purchasing power (Wasylkiw et al.; Redmond; Johnson; Jung and Lee; Frith et al.). In fact, prior to globalisation, Yan and Bissell claim that “each culture had a unique standard of attractiveness, derived from traditional views about beauty as well as the physical features of the people” (197) and over time the construction of dream beauty is characterised using Western features combined with exoticised traits of indigenous ethnic groups. Akinro and Mbunyuza-Memani claim that this “trend of normalising white or 'western' feminine looks as the standard of beauty” has pervaded a number of these indigenous cultures, eventually disseminated through the media as the ultimate goal (308). It can also be argued that the “growing inclusion of mixed-race models in ads is driven less by the motivation to portray diversity and driven more by pragmatism,” and in a more practical sense has implications for the “financial future of the advertised brands and the advertising industry as a whole” (Harrison et al. 513). As a result, uses of mixed-race models “are rather understood as palatable responses within dominant white culture to racial and ethnic minority populations growing in … cultural prominence” (513) in a tokenistic bid to sell a dream of unified beauty.The Dream Girl: Normalisation of Mixed-RaceIn 2017, an article in CNN’s Style section highlighted the growing number of mixed-race models in Japan’s fashion and beauty industry as a modern-day phenomenon from Japan’s interlocking history with the United States (Chung and Ogura). These beauty and fashion influencers refer to themselves as hafu, an exclusionary term that historically represented an “othered” minority of mixed-race heritage in Japanese society signalling complex and troubled interactions with majority Japanese (Oshima). The complications once associated with the term ‘hafu’ are now being reclaimed by bi-racial beauty and fashion models and as such, these models are beginning to defy categorisation and, in some ways, national identity because of their chameleon-like qualities. However, while there is an increasing use of mixed-race Japanese models, everyday mixed-race women are regularly excluded within general society; which highlights the incongruent nature of ‘half’ identity. And yet there is an increasing preference and demand from fashion and beauty outlets to feature them in Japanese and Western popular culture (Harrison et al.; Chung and Ogura). Numéro Tokyo’s editorial director Sayumi Gunji, estimated that almost 30-40 per cent of runway models in present day Japan, identify as either bi-racial mixed-race or multi-racial (Chung and Ogura).Gunji claims:"Almost all top models in the their 20s are hafu, especially the top models of popular fashion magazines ... . [In] the Japanese media and market, a foreigner's flawless looks aren't as readily accepted -- they feel a little distant. But biracial models, who are taller, have bigger eyes, higher noses [and] Barbie-doll-like looks, are admired because they are dreamy looking but not totally different from the Japanese. That's the key to their popularity," she adds. (Qtd. in Chung and Ogura)The "dreamy look" that Gunji describes is attributed to a historical preference toward light skin and a kind of willingness and sensuality, that once, only white models could be seen to tout (Frith et al. 58). Frith et al. and O’Barr discuss that beauty in Japanese advertising mirrors “the way women are portrayed in advertising in the West” (qtd. in Frith et al. 58). The emergence of hafu in Japanese beauty advertising sees these two worlds, a mixture of doll-like and sensual beauty, converging to create a dream-like standard for Japanese consumers. The growing presence of Japanese-American models such as Kiko Mizuhara and Jun Hasegawa are both a direct example of the unattainable ‘dreamy look’ that pervades the Japanese beauty industry. Given this ongoing trend of mixed-race models in beauty advertising, a recent article on Refinery29 talks about the significance of how mixed-race models are disassembling their once marginalised status.A. Sengupta writes:In contrast to passing, in which mixedness was marginalized and hidden, visibly multiracial models now feature prominently in affirmative sites of social norms. Multiracial looks are normalized, and, by extension, mixed identity is validated. There’s no cohesive social movement behind it, but it’s a quiet sea change that’s come with broadened beauty standards and the slow dismantling of social hierarchies.Another example of the normalisation in multi-racial identity is Adwoa Aboah, a mixed-race British model and feminist activist who has been featured on the covers of numerous fashion publications and on runways worldwide. In British Vogue’s December 2017 issue, titled “Great BRITAIN”, Adwoa Aboah achieved front cover status, alongside her image featured other politically powerful names, perhaps suggesting that Aboah represents not only the changing face of a historically white publication but as an embodiment of an increasingly diverse consumer landscape. Not only is she seen as both as a voice for those disenfranchised by the industry, by which she is employed, but as a symbol of new dreams. To conclude this section, it seems the evolution of advertising’s inclusion of multi-racial models reveals a progressive step change for the beauty industry. However, relying simply on the faces of ethnically ambiguous talent has become a covert way to fulfil consumer’s desire for diversity without wholly dismantling the destructive hierarchies of white dominance. Over this time however, new beauty creations have entered the market and with it two modern day icons.Architecting Black Beauty through the American DreamAccording to Kiick, the conception of the ‘American Dream’ is born out of a desire to “seek out a more advantageous existence than the current situation” (qtd. in Manca et al. 84). As a result of diligent hard work, Americans were rewarded with an opportunity for a better life (Manca et al.). Kylie Jenner’s entry into the beauty space seemed like a natural move for the then eighteen-year-old; it was a new-age representation of the ‘American Dream’ (Robehmed 2018). In less than five years, Jenner has created Kylie Cosmetics, a beauty empire that has since amassed a global consumer base, helping her earn billionaire status. A more critical investigation into Jenner’s performance however illustrates that her eponymous range of beauty products sells dreams which have been appropriated from black culture (Phelps). The term cultural appropriation refers to the way dominant cultures “adopt and adapt certain aspects of another’s culture and make it their own” (qtd. in Han 9). In Jenner’s case, her connection to ethnic Armenian roots through her sisters Kourtney, Kim, and Khloe Kardashian have significantly influenced her expression of ‘othered’ culture and moreover ethnic beauty ideals such as curvier body shapes and textured hair. Jenner’s beauty advertisements have epitomised what it means to be black in America, cherry picking racialised features of black women (namely their lips, hips/buttocks and afro-braided hairstyles) and rearticulated them through a white lens. The omission of the ‘black experience’ in her promotion of product is problematic for three reasons. Firstly, representing groups or people without invitation enables room for systemic stereotyping (Han). Secondly, this stereotyping can lead to continued marginalisation of minority cultures (Kulchyski). And finally, the over exaggeration of physical attributes, such as Jenner’s lips, hips and buttocks, reinforces her complicity in exoticising and fetishising the “other”. As a result, consumers of social media beauty advertising may pay less attention to cultural appropriation if they are already unaware that the beauty imagery they consume is based on the exploitation of black culture.Another perspective on Jenner’s use of black culture is in large part due to her cultural appreciation of black beauty. This meaning behind Jenner’s cultural appreciation can be attributed to the inherent value placed on another person’s culture, in the recognition of the positive qualities and the celebration of all aspects of that culture (Han). This is evidenced by her recent addition of cosmetic products for darker complexions (Brown). However, Jenner’s supposed fascination with black culture may be in large part due to the environment in which she was nurtured (Phelps). As Phelps reveals, “consider the cultural significance of the Kardashian family, and the various ways in which the Kardashian women, who are tremendously wealthy and present as white, have integrated elements of black culture as seemingly “natural” in their public bodily performances” (9). Although the Kardashian-Jenner family have faced public backlash for their collective appropriation they have acquired a tremendous “capital gain in terms of celebrity staying power and hyper-visibility” (Phelps 9). Despite the negative attention, Kylie Jenner’s expression of black culture has resurfaced the very issues that had once been historically deemed insignificant. In spite of Jenner’s cultural appropriation of black beauty, her promotion through Kylie Cosmetics continues to sell dreams of idealised beauty through the white lens.In comparison, Rihanna Fenty’s cosmetic empire has been touted as a celebration of diversity and inclusion for modern-age beauty. Unlike Kylie Cosmetics, Fenty’s eponymous brand has become popular for its broader message of inclusivity across both skin tone, body shape and gender. Upon her product release, Fenty Beauty acknowledged a growing body of diverse consumers and as a direct response to feature models of diverse skin tones, cultural background and racial heritage. Perhaps more importantly, Fenty Beauty’s challenge to the ongoing debate around diversity and inclusion has been in stark contrast to Kylie Jenner’s ongoing appropriation of black culture. Images featured at the first brand and product launch of Fenty Beauty and in present day advertising, show South Sudanese model Duckie Thot and hijab-wearing model Halima Aden as central characters within the Fenty narrative, illustrating that inclusion need not remain ambiguous and diversity need not be appropriated. Fenty’s initial product line up included ninety products, but most notably, the Pro Filt’r foundation caused the most publicity. Since its introduction in 2017, the foundation collection contained range of 40 (now 50) inclusive foundation shades, 13 of these shades were designed to cater for much darker complexions, an industry first (Walters). As a result of the brand’s inclusion of diverse product shades and models, Fenty Beauty has been shown to push boundaries within the beauty industry and the social media landscape (Walters). Capitalising on all races and expanding beauty ideals, Fenty’s showcase of beauty subscribes to the notion that for women everywhere in the world, their dreams can and do come true. In conclusion, Fenty Beauty has played a critical role in re-educating global consumers about diversity in beauty (Walters) but perhaps more importantly Rihanna, by definition, has become a true embodiment of the ‘American Dream’.Conclusion: Future Dreams in BeautyIt is undeniable that beauty advertising has remained complicit in selling unattainable dreams to consumers. In the context of ‘dream’ as a philosophical concept, it is more important than ever to ensure our dreams are mirrored, not as an ambiguous body of consumers, but as diverse and unique individuals. Changemakers in the industry such as Fenty Beauty are challenging this status quo and beauty advertising in general will have to evolve their strategy in a bid to answer to an increasingly globalised market. It must be reinforced however, that while “beauty companies and advertisers work effectively to reach a growingly multicultural market, scholars have a responsibility to assess the ramifications that accompany such change,” (Harrison et al. 518). If advertising’s role is to mirror consumers’ dreams then, our roles as dreamers have never been so important. ReferencesAkinro, Ngozi, and Lindani Mbunyuza-Memani. "Black Is Not Beautiful: Persistent Messages and the Globalization of 'White' Beauty in African Women’s Magazines." Journal of International and Intercultural Communication 12.4 (2019): 308–324.Back, Les, and Vibeke Quaade. “Dream Utopias, Nightmare Realities: Imaging Race and Culture within the World of Benetton Advertising.” Third Text 7.22 (1993): 65–80. DOI: 10.1080/09528829308576402.Barry, Ben. “Selling Whose Dream? A Taxonomy of Aspiration in Fashion Imagery.” Fashion, Style & Popular Culture 1.2 (2014). 22 Jan. 2020 <http://www.ingentaconnect.com/content/intellect/fspc/2014/00000001/00000002/art00004>.Brown, Ann. “Kylie Jenner’s Going after Black Beauty Consumers Now with New Lip Shade for Darker-Skinned Women.” Madame Noire 9 Sep. 2016. 1 Feb. 2020 <https://madamenoire.com/716586/kylie-jenner-going-black-beauty-consumer-new-lip-shade-women-darker-hues/>.Cho, Hannah. “Advertising in the Beauty Industry: Digital Media and Conceptions of Beauty.” Senior Capstone Projects 820 (2018). 1 Mar. 2020 <https://digitalwindow.vassar.edu/senior_capstone/820>.Chung, Stephy, and Junko Ogura. “What It Means to Be a Mixed-Race Model in Japan.” CNN, 26 Oct. 2018. 29 Jan. 2020 <https://www.cnn.com/style/article/rina-fukushi-japanese-hafu-models/index.html>.Coombs, Danielle Sarver, and Bob Batchelor. We Are What We Sell: How Advertising Shapes American Life ... and Always Has. California: ABC-CLIO, 2014.Crawford, Robert. “‘Truth in Advertising’: The Impossible Dream?” Media International Australia Incorporating Culture and Policy 119.1 (2006): 124–137.Engeln-Maddox, R. “Buying a Beauty Standard or Dreaming of a New Life? Expectations Associated with Media Ideals.” Psychology of Women Quarterly 30.3 (2006): 258–266.Frith, Katherine, Ping Shaw, and Hong Cheng. “The Construction of Beauty: A Cross-Cultural Analysis of Women’s Magazine Advertising.” Journal of Communication 55.1 (2005): 56–70.García, Justin D. “‘You Don’t Look Mexican!’ My Life in Ethnic Ambiguity and What It Says about the Construction of Race in America.” Multicultural Perspectives 15.4 (2013): 234–238.Graycar, Reg. “Gender, Race, Bias and Perspective: OR, How Otherness Colours Your Judgment.” International Journal of the Legal Profession 15.1-2 (2008): 73–86. DOI: 10.1080/09695950802439734."Great Britain." British Vogue, 2017: 240-310. 28 Jan. 2020 <https://www.zinio.com/gb/british-vogue/december-2017-i392997>.Han, Hsiao-Cheng (Sandrine). “Moving from Cultural Appropriation to Cultural Appreciation.” Art Education 72.2 (2019): 8–13.Harrison, Robert L., Kevin D. Thomas, and Samantha N.N. Cross. “Restricted Visions of Multiracial Identity in Advertising.” Journal of Advertising 46.4 (2017): 503–520.Hood, John McDonald. Selling the Dream: Why Advertising Is Good Business. Westport: Praeger, 2005.Hunter, Margaret L. ““If You’re Light, You’re Alright”: Light Skin Color as Social Capital for Women of Color.” Gender & Society 16.2 (2002): 175–193.Johnson, Melissa A. "How Ethnic Are U.S. Ethnic Media: The Case of Latina Magazines." Mass Communication and Society 3.2–3 (2000): 229–248.Jung, Jaehee, and Yoon-Jung Lee. “Cross-Cultural Examination of Women’s Fashion and Beauty Magazine Advertisements in the United States and South Korea.” Clothing and Textiles Research Journal 27.4 (2009): 274–286.Manca, Luigi, Alessandra Manca, and Gail W. Pieper. Utopian Images and Narratives in Advertising: Dreams for Sale. Maryland: Lexington Books, 2012.Ohmann, Richard. "Review of Culture and the Ad: Exploring Otherness in the World of Advertising." Contemporary Sociology 24.6 (1995): 821–823.Oshima, Kimmie. "Perception of Hafu or Mixed-Race People in Japan: Group-Session Studies among Hafu Students at a Japanese University." Intercultural Communication Studies 23.3 (2014): 22-34.Pagel, J.F., et al. “Definitions of Dream: A Paradigm for Comparing Field Descriptive Specific Studies of Dream.” Dreaming 11 (2001). DOI: 10.1023/A:1012240307661.Peter Kulchyski. “From Appropriation to Subversion: Aboriginal Cultural Production in the Age of Postmodernism.” American Indian Quarterly 21.4 (1997): 605.Phelps, Katherine. “Lil’ Gangstas and Good Girls: Tween Girls’ Racial Performances Online.” Conference Papers -- American Sociological Association. (2019): 1–29.Redmond, Sean. “Thin White Women in Advertising: Deathly Corporeality.” Journal of Consumer Culture 3.2 (2003): 170–190.Robehmed, Natalie. “How 20-Year-Old Kylie Jenner Built a $900 Million Fortune in Less than 3 Years.” Forbes Magazine, 11 July 2018. 29 Jan. 2020 <https://www.forbes.com/sites/forbesdigitalcovers/2018/07/11/how-20-year-old-kylie-jenner-built-a-900-million-fortune-in-less-than-3-years/#33e64869aa62>.Saraswati, L. Ayu. “Cosmopolitan Whiteness: The Effects and Affects of Skin-Whitening Advertisements in a Transnational Women’s Magazine in Indonesia.” Meridians: Feminism, Race, Transnationalism 10.2 (2010): 15–41.Sengupta, Anita. “Is Fashion’s Newfound ‘Inclusivity’ Only Skin Deep?” Refinery29, 8 May 2018. 27 Jan. 2020 <https://www.refinery29.com/en-us/multiracial-women-fetishized-in-fashion-industry-controversy>.Sengupta, Rhea. “Reading Representations of Black, East Asian, and White Women in Magazines for Adolescent Girls.” Sex Roles 54.11 (2006): 799–808.Solomon, Michael R., Richard D. Ashmore, and Laura C. Longo. “The Beauty Match-Up Hypothesis: Congruence between Types of Beauty and Product Images in Advertising.” Journal of Advertising 21.4 (1992): 23–34.Sontag, Susan. “An Argument about Beauty.” Daedalus 134.4 (2005): 208–213.Steel, Jon. Truth, Lies, and Advertising: The Art of Account Planning. New Jersey: Wiley, 1998.Walters, Jenna. “‘FINALLY SOME DIVERSITY’: An Exploration into the Public’s Perceptions of the ‘Fenty Beauty’ Campaign in Relation to How It Challenges the Lack of Diversity in the Mainstream Westernized Beauty Industry.” Hons. diss. Cardiff: Cardiff Metropolitan University, 2018. 27 Jan. 2020 <https://repository.cardiffmet.ac.uk/handle/10369/9985>.Wasylkiw, L., et al. “Are All Models Created Equal? A Content Analysis of Women in Advertisements of Fitness versus Fashion Magazines.” Body Image 6.2 (2009): 137–140.Yan, Yan, and Kim Bissell. “The Globalization of Beauty: How Is Ideal Beauty Influenced by Globally Published Fashion and Beauty Magazines?” Journal of Intercultural Communication Research 43.3 (2014): 194–214.

Editoriallist, Liszt, mist, quist (Dialect wood pigeon), wrist, grist, tryst, cyst, cist (box holding ritual objects), schist, whist, twist, xyst (long portico) (Fergusson 270)“Everyone uses lists,” Francis Spufford (2) tells us. Lists are all pervasive; they are part-and-parcel of how we experience and make sense of the world. According to Umberto Eco, the whole history of creative production can be seen as one that is characterised by an “infinity of lists” comprising, to name a few, visual lists (sixteenth century religious paintings, Dutch still life paintings), pragmatic or utilitarian lists (shopping lists, library catalogues, assets in a will), poetic or literary lists (such as in Joyce or Sebald, for instance), lists of places, lists of things (like the great list of ships in the Iliad), and so on, ad infinitum... In accordance with such variation in form comes great variation in purpose, with lists used to “enumerate, account, remind, memorialize, order,” and so on (Belknap 6). List making, Geoffrey Bowker and Susan Leigh Star point out, “has frequently been seen as one of the foundational activities of advanced human society” (137): to cite three examples, list making is argued to be crucial to our understanding of orality and the development of literacy (Goody 74-111), and to the connection between these and later forms and techniques of information management (Hobart and Schiffman), as well as to our appreciation of the functioning and value of narrativity (White). In this way, Robert Belknap perhaps has a point in proposing that, “The list form is the predominant mode of organizing data relevant to human functioning in the world” (8).Simply defined, a list is “a formally organized block of information that is composed of a set of members” (Belknap 15). What is significant about a list is that it is “simultaneously the sum of its parts and the individual parts themselves” (15). That is to say, like links in a chain, “the list joins and separates at the same time” (15). In addition to these features, Jack Goody also suggests that, across their various manifestations, lists have a number of basic characteristics or conventions concerning how they are constructed and read, which, appropriately, he lists as follows:The list relies on discontinuity rather than continuity; it depends on physical placement, on location; it can be read in different directions, both sideways and downwards, up and down, as well as left and right; it has a clear-cut beginning and a precise end, that is, a boundary, an edge, like a piece of cloth. Most importantly it encourages the ordering of the items, by number, by initial sound, by category, etc. And the existence of boundaries, external and internal, brings greater visibility to categories, at the same time as making them more abstract. (Goody 81)Just as boundaries are “an important attribute” (Goody 80) of the list and how each is compiled, so too are semantic boundary disputes for how we conceive of the list vis-à-vis other forms of enumeration. If one were to compose a list of lists, Belknap suggests, it “would include the catalogue, the inventory, the itinerary, and the lexicon” (2). This is, however, a problematic typology insofar as each item can be seen to hold subtle differences in form and purpose from the list, as Belknap is quick to point out: “The catalogue is more comprehensive, conveys more information, and is more amenable to digression than the list. In the inventory, words representing names or things are collected by a conceptual principle.” (2-3) In his discussion of lists in literature, Spufford extends the first of these distinctions by drawing a qualitative distinction between the list (“In a list, almost everything that makes writing interesting to read seems inevitably to be excluded,” 1) and the catalogue (“Rather richer, and a step closer to the complex intentions and complex effects of literature proper, are the catalogues of some sorts of collections,” 3). Elsewhere, the close associations, and difficulties in differentiating, between the list and the classification system has also been noted (Bowker and Star, 137-61). While we recognise these delicate, at times almost imperceptible but nonetheless significant differences in meaning, in this special issue we take an expansive and inclusive approach to the list form and the implications of lists and listing. One (deceptively simple) distinction that is productive in framing this themed issue and the essays included in it is that which Belknap (3-5) draws between literary lists, on the one hand, and pragmatic or utilitarian lists, on the other hand. According to Belknap, literary lists are “complex in precisely the way a pragmatic list must not be” (5). Belknap, like Spufford before him, takes up and explores these “complexities” of literary lists in great detail. Two contributions to this special issue engage with the intricacies of the literary list. In the first of these, Darren Tofts, in his evocatively titled piece “Why Writers Hate the Second Law of Thermodynamics; Lists, Entropy, and the Sense of Unending,” examines the list form as it is mobilised by a range of writers, from Beckett and Borges, to Joyce and Robbe-Grillet. Tofts explores the exhaustion and tilt towards entropy that “issues from the tireless pursuit of categorisation, classification, and the mania for ordered information” by each of these diverse writers, and the way that words themselves tend to resist entropy by taking on “a weird half-life of their own” and sustaining “an unlikely […] stoical sense of unending.” Quite a different treatment of literary lists is offered by Tom Lee in his essay “The Lists of W. G. Sebald.” Focusing on the novel The Rings of Saturn, Lee explores the way that Sebald mobilises literary lists as a crucial device in his exploration and interrogation of the question, in Lee’s words, of what “might lay ahead for books if the question of what writing can be is asked continually as part of a writer’s enterprise.” But to focus solely on literary lists is to obscure or ignore other vital dimensions of lists and listing, such as the way that pragmatic listing forms (not just their literary counterparts) can be put to powerful rhetorical use (Belknap 3). Bowker and Star capture this well in the following passage:The material culture of bureaucracy and empire is not found in pomp and circumstance, nor even in the first instance of the point of a gun, but rather at the point of a list. (Bowker and Star 137)This is something that has been evident to a number of writers and thinkers, not least Foucault, who, in his The Order of Things, for example, sought to delineate the rise of the great natural history taxonomies in the seventeenth and eighteenth centuries in terms of their productive power as authoritative forms of classification. Foucault’s exploration of these connections can be said to have fed his subsequent theorisations of “governmentality”—which Judith Butler summarises as “a mode of power concerned with the maintenance and control of bodies and persons, the production and regulation of persons and populations” (52)—and of “biopolitics”—which Foucault defines as a “set of mechanisms through which the basic biological features of the human species became the object of a political strategy, of a general strategy of power” (Foucault, Security 1). It is within this tradition—that takes as one of its sources the work of Foucault and which runs in diverse tributaries of critical enquiry outwards in its exploration of the interconnections between lists (and other, related processes and techniques of classification) and power (see, for example, Poster)—that we can usefully situate two further essays in this issue, that by Katie Ellis and that by Suneel Jethani. Both of these essays take up lists in relation to quite distinct aspects of disabilities studies. In “Complicating a Rudimentary List of Characteristics: Communicating Disability with Down Syndrome Dolls,” Ellis brings “an interrogation of disability into dialogue with a critical analysis of the discursive function of lists” by interrogating “the use of lists in the way meanings about disability are communicated through the medical diagnostic list,” the production of Down Syndrome dolls for children, and unfavourable public reactions to these dolls. Ellis’s aim in exploring these concerns is to “complicate perceptions of disability beyond a rudimentary list of characteristics through a consideration of the negative public response to these dolls”—responses, she argues, that serve as a potent example of “the cultural subjugation of disability.” Meanwhile, in “Lists, Spatial Practice, and Assistive Technologies for the Blind,” Jethani explores the promise and perils of locative mobile media technologies designed to assist vision-impaired supermarket shoppers. Examining two prototypic applications, Shop Talk and Blind Shopping, Jethani argues that “the emancipatory potential” of these applications, “their efficacy in practical situations,” and their future commercial viability, is dependent upon commercial and institutional infrastructures and control, regulatory factors, and the extent to which they can successfully address “issues of interoperability and expanded access of spatial inventory databases and data.”The bureaucratic—or more specifically, the political economic—dimensions of pragmatic or utilitarian lists and their composition also forms the point of departure for two further essays in this issue. The first of these is Gerard Goggin’s “List Media: The Telephone Directory and the Arranging of Names.” In this feature article (one of two in this issue), Goggin examines the long history and fraught future of telephone directories and proprietary interests in them. The argument he develops is that, while telephone directories are a form of book (at least traditionally), they are in fact better thought of as a unique form of media—what he terms “list media.” Proprietary interests in lists are also the specific concern of Jean Burgess and Axel Bruns who, in their article “Twitter Archives and the Challenges of ‘Big Social Data’ for Media and Communication Research,” explore the “technical, political, and epistemological” issues that attend the corporate control of network, profit-driven database—“list”—infrastructure, such as Twitter. Notwithstanding the above considerations of power, inclusion and exclusion, ownership and control, there is one further, vital aspect of non-literary lists that warrants explicit mention here. This is the fact that pragmatic and utilitarian lists and our engagements with them are, for the most part, deeply embedded in everyday life and form part of all the routines, habits, and familiar patterns that characterise our “ordinary lives” (Highmore)—after all, to restate Spufford’s opening remark, this is the context in which “everyone uses lists” (2). The final two of the eight articles making up this themed issue examine everyday lists and the potential of lists as productive mechanisms for documenting and making sense of the ineffability of the everyday. The first of these, which also forms the first of the two feature articles, is Ben Highmore’s “Listlessness in the Archive.” This playful and poetic piece explores the challenges that a researcher faces when they attempt to tackle an archive that is the work of an army of “amateur anthropologist” volunteers who documented British lives in a project of Mass Observation. The centerpiece of the article is a series of lists compiled by the Mass-Observers of the objects on their own mantelpieces. Picking up on the theme of entropy (also explored by Tofts in this issue), Highmore describes the sense of listlessness that threatens to overwhelm his encounter with these lists. Lastly, in our article, “The Everyday Work of Lists,” we take a rather different approach to Highmore’s by exploring the work that lists do in “mediating the materiality and complexity of consumer-based everyday life.” Our guide is the French writer, Georges Perec, who, across a variety of projects and texts, deployed the list as a productive mechanism (an “invent-ory,” as we refer to it) and lever for prying open for inspection the seemingly inscrutable inner workings of everyday spaces, things, and memories. To conclude this editorial introduction, it seems only fitting that we end with a brief list of acknowledgments. We wish to thank:those at M/C Journal, Axel Bruns and Peta Mitchell, for supporting and assisting with this special issue;the authors who entrusted us with their articles, and tolerated with good humour and patience our various requests; and,the many referees for their vital contributions in reading and reviewing the articles gathered here;Simon Hayter and the Ancient Egypt website, for the banner image, a twelfth century BC papyrus list of Egyptian rulers; those authors whose insights, scholarly pursuit and use of lists inspired this issue: Robert Belknap, Jack Goody, Umberto Eco, Georges Perec…ReferencesBelknap, Robert E. The List: The Uses and Pleasures of Cataloguing. New Haven: Yale UP, 2004.Bowker, Geoffrey C., and Susan Leigh Star. Sorting Things Out: Classification and its Consequences. Cambridge, MA: MIT Press, 2000.Butler, Judith. Precarious Life. London: Verso, 2004.Eco, Umberto. The Infinity of Lists. Trans. Alastair McEwen. London: MacLehose Press, 2009.Fergusson, Rosalind. The Penguin Rhyming Dictionary. Harmondsworth, Middlesex: Penguin, 1985.Foucault, Michel. Security, Territory, Population: Lectures at the Collège de France 1977-1978. Trans. Graham Burchell. New York: Palgrave Macmillan.---. The Order of Things: An Archaeology of the Human Sciences. New York: Routledge, 2002.Goody, Jack. “What’s in a List?” The Domestication of the Savage Mind. Cambridge: Cambridge UP, 1977. 74-111.Highmore, Ben. Ordinary Lives: Studies in the Everyday. London: Routledge, 2011.Hobart, Michael E., and Zachary S. Schiffman. Information Ages: Literacy, Numeracy, and the Computer Revolution. Baltimore: The Johns Hopkins UP, 1998. Poster, Mark. “Foucault and Databases.” The Mode of Information: Poststructuralism and Social Context. Oxford: Polity, 1990. 69-98.Spufford, Francis. “Introduction.” The Chatto Book of Cabbages and Kings: Lists in Literature. Ed. Francis Spufford. London: Chatto & Windus, 1989. 1-23.White, Hayden, “The Value of Narrativity in the Representation of Reality.” On Narrative. Ed. W. J. T. Mitchell. Chicago: The U of Chicago P, 1981. 1-23.

The Walt Disney Company has been creating magical fairy tales since the early 1900s and is a trusted brand synonymous with wholesome, family entertainment (Wasko). Over time, this reputation has resulted in the Disney brand’s huge financial growth and influence on audiences worldwide. (Wohlwend). As the largest global media powerhouse in the Western world (Beattie), Disney uses its power and influence to shape the perceptions and ideologies of its audience. In the twenty-first century there has been a proliferation of retellings of Disney fairy tales, and Kilmer suggests that although the mainstream perception is that these new iterations promote gender equity, new cultural awareness around gender stereotypes, and cultural insensitivity, this is illusory. Tangled, for example, was a popular film selling over 10 million DVD copies and positioned as a bold new female fairy tale character; however, academics took issue with this position, writing articles entitled “Race, Gender and the Politics of Hair: Disney’s Tangled Feminist Messages”, “Tangled: A Celebration of White Femininity”, and “Disney’s Tangled: Fun, But Not Feminist”, berating the film for its lack of any true feminist examples or progressiveness (Kilmer). One way to assess the impact of Disney is to look at the use of shape shifting and transformation in the narratives – particularly those that include women and young girls. Research shows that girls and women are often stereotyped and sexualised in the mass media (Smith et al.; Collins), and Disney regularly utilises body modification and metamorphosis within its narratives to emphasise what good and evil ‘look’ like. These magical transformations evoke what Marina Warner refers to as part of the necessary surprise element of the fairy tale, while creating suspense and identity with storylines and characters. In early Disney films such as the 1937 version of Snow White, the queen becomes the witch who brings a poison apple to the princess; and in the 1959 film Sleeping Beauty the ‘bad’ fairy Maleficent shapeshifts into a malevolent dragon. Whilst these ‘good to evil’ (and vice versa) tropes are easily recognised, there are additional transformations that are arguably more problematic than those of the increasingly terrifying monsters or villains. Disney has created what we have coined the ‘princess bubble’, where the physique and behaviour of the leading women in the tales has become a predictor of success and good fortune, and the impression is created of a link between their possession of beauty and the ‘happily-ever-after’ outcome received by the female character. The value, or worth, of a princess is shown within these stories to often increase according to her ability to attract men. For example, in Brave, Queen Elinor showcases the extreme measures taken to ‘present’ her daughter Merida to male suitors. Merida is preened, dressed, and shown how to behave to increase her value to her family, and whilst she manages to persuade them to set aside their patriarchal ideologies in the end, it is clear what is expected from Merida in order to gain male attention. Similarly, Cinderella, Aurora, and Snow White are found to be of high ‘worth’ by the princes on account of their beauty and form. We contend, therefore, that the impression often cast on audiences by Disney princesses emphasises that beauty = worth, no matter how transgressive Disney appears to be on the surface. These princesses are flawlessly beautiful, capable of winning the heart of the prince by triumphing over their less attractive rivals – who are often sisters or other family members. This creates the illusion among young audiences that physical attractiveness is enough to achieve success, and emphasises beauty as the priority above all else. Therefore, the Disney ‘princess bubble’ is highly problematic. It presents a narrow range of acceptability for female characters, offers a distorted view of gender, and serves to further engrain into popular culture a flawed stereotype on how to look and behave that negates a fuller representation of female characters. In addition, Armando Maggi argues that since fairy tales have been passed down through generations, they have become an intrinsic part of many people’s upbringing and are part of a kind of universal imaginary and repository of cultural values. This means that these iconic cultural stories are “unlikely to ever be discarded because they possess both a sentimental value and a moral ‘soundness’” (Rutherford 33), albeit that the lessons to be learnt are at times antiquated and exclusionary in contemporary society. The marketing and promotion of the Disney princess line has resulted in these characters becoming an extremely popular form of media and merchandise for young girls (Coyne et al. 2), and Disney has received great financial benefit from the success of its long history of popular films and merchandise. As a global corporation with influence across multiple entertainment platforms, from its streaming channel to merchandise and theme parks, the gender portrayals therefore impact on culture and, in particular, on how young audiences view gender representation. Therefore, it could be argued that Disney has a social responsibility to ensure that its messages and characters do not skew or become damaging to the psyche of its young audiences who are highly impressionable. When the representation of gender is examined, however, Disney tends to create highly gendered performances in both the early and modern iterations of fairy tales, and the princess characters remain within a narrow range of physical portrayals and agency. The Princess Bubble Although there are twelve official characters within the Disney princess umbrella, plus Elsa and Anna from the Disney Frozen franchise, this article examines the eleven characters who are either born or become royalty through marriage, and exhibit characteristics that could be argued to be the epitome of feminine representation in fairy tales. The characters within this ‘princess bubble’ are Snow White, Cinderella, Aurora, Ariel, Belle, Jasmine, Tiana, Rapunzel, Merida, Elsa, and Anna. The physical appearance of those in the princess bubble also connects to displays around the physical aspects of ethnicity. Nine out of eleven are white skinned, with Jasmine having lightened in skin tone over time, and Tiana now having a tanned look rather than the original dark African American complexion seen in 2009 (Brucculieri). This reinforces an ideology that being white is superior. Every princess in our sample has thick and healthy long hair, the predominant colour being blonde. Their eyes are mostly blue, with only three possessing a dark colour, a factor which reinforces the characteristics and representation of white ethnic groups. Their eyes are also big and bulbous in shape, with large irises and pupils, and extraordinarily long eyelashes that create an almost child-like look of innocence that matches their young age. These princesses have an average age of sixteen years and are always naïve, most without formal education or worldly experience, and they have additional distinctive traits which include poise, elegance and other desired feminine characteristics – like kindness and purity. Ehrenreich and Orenstein note that the physical attributes of the Disney princesses are so evident that the creators have drawn criticism for over-glamorising them, and for their general passiveness and reliance on men for their happiness. Essentially, these women are created in the image of the ultimate male fantasy, where an increased value is placed on the virginal look, followed by a perfect tiny body and an ability to follow basic instructions. The slim bodies of these princesses are disproportionate, and include long necks, demure shoulders, medium- to large-sized perky breasts, with tiny waists, wrists, ankles and feet. Thus, it can be argued that the main theme for those within the princess bubble is their physical body and beauty, and the importance of being attractive to achieve success. The importance of the physical form is so valued that the first blessing given by the fairies to Aurora from Sleeping Beauty is the gift of physical beauty (Rutherford). Furthermore, Tanner et al. argue that the "images of love at first sight in the films encourage the belief that physical appearance is the most important thing", and these fairy tales often reflect a pattern that the prince cannot help but to instantly fall in love with these women because they are so striking. In some instances, like the stories of Cinderella and Snow White, these princesses have not uttered a single word to their prince before these men fall unconditionally and hopelessly in love. Cinderella need only to turn up at the ball as the best dressed (Parks), while Snow White must merely “wait prettily, because someday her prince will come" (Inge) to reestablish her as royalty. Disney emphasises that these princesses win their man solely on the basis that they are the most beautiful girls in the land. In Sleeping Beauty, the prince overhears Aurora’s singing and that sets his heart aflame to the point of refusing to wed the woman chosen for him at birth by the king. Fortunately, she is one and the same person, so the patriarchy survives, but this idea of beauty, and of 'love at first sight', continues to be a central part of Disney movies today, and shows that “Disney Films are vehicles of powerful gender ideologies” (Hairianto). These princesses within the bubble of perfection have priority placed on their physical and sexual beauty (Dietz), formulating a kind of ‘beauty contest motif’. Examples include Gaston, who does not love Belle in Beauty and the Beast, but simply wants her as his trophy wife because he deems her to be the most beautiful girl in the town. Ariel, from The Little Mermaid, looks as if she "was modeled after a slightly anorexic Barbie doll with thin waist and prominent bust. This representation portrays a dangerous model for young women" (Zarranz). The sexualisation of the characters continues as Jasmine has “a delicate nose and small mouth" (Lacroix), with a dress that can be considered as highly sexualised and unsuitable for a girl of sixteen (Lacroix). In Tangled, Rapunzel is held hostage in the tower by Mother Gothel because she is ‘as fragile as a flower’ and needs to be ‘kept safe’ from the harms in the world. But it is her beauty that scares the witch the most, because losing Rapunzel would leave the old woman without her magical anti-aging hair. She uses scare tactics to ensure that Rapunzel remains unseen to the world. These examples are all variations of the beauty theme, as the princesses all fall within narrow and predictable tropes of love at first sight where the woman is rescued and initiated into womanhood by being chosen by a man. Disney’s Progressive Representation? At times Disney’s portrayal of princesses appears illusively progressive, by introducing new and different variations of princesses into the fold – such as Merida in the 2012 film Brave. Unfortunately, this is merely an illusion as the ‘body-perfect’ image remains an all-important ideal to snare a prince. Merida, the young and spirited teenage princess, begins her tale determined not to conform to the desired standards set for a woman of her standing; however, when the time comes for her to be married, there is no negotiating with her mother, the queen, on dress compliance. Merida is clothed against her will to re-identify her in the manner which her parents deem appropriate. Her ability to express her identity and individuality removed, now replaced by a masked version, and thus with the true Merida lost in this transformation, her parents consider Merida to be of renewed merit and benefit to the family. This shows that Disney remains unchanged in its depiction of who may ‘fit’ within the princess bubble, because the rubric is unchanged on how to win the heart of the man. In fact, this film is possibly more troublesome than the rest because it clearly depicts her parents to deem her to be of more value only after her mother has altered her physical appearance. It is only after the total collapse of the royal family that King Fergus has a change of patriarchal heart, and in fact Disney does not portray this rumpled, ripped-sleeved version of the princess in its merchandising campaign. While the fantasy of fairy tales provides enthralling adventures that always end in happiness for the pretty princesses that encounter them, consideration must be given to all those women who have not met the standard and are left in their wake. If women do not conform to the standards of representation, they are presented as outcasts, and happiness eludes them. Cinderella, for example, has two ugly stepsisters, who, no matter how hard they might try, are unable to match her in attractiveness, kindness, or grace. Disney has embraced and not shunned Perrault’s original retelling of the tale, by ensuring that these stepsisters are ugly. They have not been blessed with any attributes whatsoever, and cannot sing, dance, or play music; nor can they sew, cook, clean, or behave respectably. These girls will never find a suitor, let alone a prince, no matter how eager they are to do so. On the physical comparison, Anastasia and Drizella have bodies that are far more rounded and voluptuous, with feet, for example, that are more than double the size of Cinderella’s magical slipper. These women clearly miss the parameters of our princess bubble, emphasising that Disney is continuing to promote dangerous narratives that could potentially harm young audience conceptions of femininity at an important period in their development. Therefore, despite the ‘progressive’ strides made by Disney in response to the vast criticism of their earlier films, the agency afforded to their new generation of princesses does not alter the fact that success comes to those who are beautiful. These beautiful people continue to win every time. Furthermore, Hairianto has found that it is not uncommon for the media to directly or indirectly promote “mental models of how a woman should look, speak and interact with others”, and that Disney uses its pervasive princess influence “to shape perceptions of female identity and desirability. Females are made to measure themselves against the set of values that are meted out by the films” (Hairianto). In the 2017 film Beauty and the Beast, those outside of the princess bubble are seen in the characters of the three maidens from the village who are always trying to look their very best in the hope of attracting Gaston (Rutherford). Gaston is not only disinterested but shows borderline contempt at their glances by permitting his horse to spray mud and dirt all over their fine clothing. They do not meet the beauty standard set, and instead of questioning his cruelty, the audience is left laughing at the horse’s antics. Interestingly, the earlier version of Disney’s Beauty and the Beast portrays these maidens as blonde, slim, and sexy, closely fitting the model of beauty displayed in our princess bubble; however, none match the beauty of Belle, and are therefore deemed inferior. In this manner, Disney is being irresponsible, placing little interest in the psychological ‘safety’ or affect the messages have upon young girls who will never meet these expectations (Ehrenreich; Best and Lowney; Orenstein). Furthermore, bodies are shaped and created by culture. They are central to self-identity, becoming a projection of how we see ourselves. Grosz (xii) argues that our notions of our bodies begin in physicality but are forever shaped by our interactions with social realities and cultural norms. The media are constantly filled with images that “glorify and highlight some kinds of bodies (for example, the young, able-bodied and beautiful) while ignoring or condemning others” (Jones 193), and these influences on gender, ethnicity, sexuality, race, and religion within popular culture therefore play a huge part in identity creation. In Disney films, the princess bubble constantly sings the same song, and “children view these stereotypical roles as the right and only way to behave” (Ewert). In The Princess and the Frog, Tiana’s friend Charlotte is so desperate to ‘catch’ a prince that "she humorously over-applies her makeup and adjusts her ball gown to emphasize her cleavage" (Breaux), but the point is not lost. Additionally, “making sure that girls become worthy of love seems central to Disney’s fairy tale films” (Rutherford 76), and because their fairy tales are so pervasive and popular, young viewers receive a consistent message that being beautiful and having a tiny doll-like body type is paramount. “This can be destructive for developing girls’ views and images of their own bodies, which are not proportioned the way that they see on screen” (Cordwell 21). “The strongly gendered messages present in the resolutions of the movies help to reinforce the desirability of traditional gender conformity” (England et al. 565). Conclusion The princess bubble is a phenomenon that has been seen in Disney’s representation of female characters for decades. Within this bubble there is a narrow range of representation permitted, and attempts to make the characters more progressive have instead resulted in narrow and restrictive constraints, reinforcing dangerous female stereotypes. Kilmer suggests that ultimately these representations fail to break away from “hegemonic assumptions about gender norms, class boundaries, and Caucasian privileging”. Ultimately this presents audiences with strong and persuasive messages about gender performance. Audiences conform their bodies to societal ‘rules’: “as to how we ‘wear’ and ‘use’ our bodies” (Richardson and Locks x), including for example how we should dress, what we should weigh, and how to become popular. In our global hypermediated society, viewers are constantly exposed to princesses and other appropriate bodies. These become internalised ideals and aid in positive and negative thoughts and self-identity, which in turn creates additional pressure on the female body in particular. The seemingly innocent stories with happy outcomes are therefore unrealistic and ultimately excluding of those who cannot or will not ‘fit into the princess bubble’. The princess bubble, we argue, is therefore predictable and restrictive, promoting female passiveness and a reliance of physical traits over intelligence. The dominance of beauty over all else remains the road to female success in the Disney fairy tale film. References Beauty and the Beast. Dirs. Gary Trousdale and Kirk Wise. Walt Disney Productions, 1991. Film. Beauty and the Beast. Dir. Bill Condon. Walt Disney Pictures, 2017. Film. Best, Joel, and Kathleen S. Lowney. “The Disadvantage of a Good Reputation: Disney as a Target for Social Problems Claims.” The Sociological Quarterly 50 (2009): 431–449. doi:10.1111/j.1533-8525.2009.01147.x. Brave. Dirs. Mark Andrews and Brenda Chapman. Walt Disney Pictures, 2012. Film. Breaux, Richard, M. “After 75 Years of Magic: Disney Answers Its Critics, Rewrites African American History, and Cashes in on Its Racist Past.” Journal of African American Studies 14 (2010): 398-416. Cinderella. Dirs. Clyde Geronimi, Wilfred Jackson, and Hamilton Luske. Walt Disney Productions, 1950. Film. Collins, Rebecca L. “Content Analysis of Gender Roles in Media: Where Are We Now and Where Should We Go?” Sex Roles 64 (2011): 290–298. doi:10.1007/s11199-010-9929-5. Cordwell, Caila Leigh. The Shattered Slipper Project: The Impact of the Disney Princess Franchise on Girls Ages 6-12. Honours thesis, Southeastern University, 2016. Coyne, Sarah M., Jennifer Ruh Linder, Eric E. Rasmussen, David A. Nelson, and Victoria Birkbeck. “Pretty as a Princess: Longitudinal Effects of Engagement with Disney Princesses on Gender Stereotypes, Body Esteem, and Prosocial Behavior in Children.” Child Development 87.6 (2016): 1–17. Dietz, Tracey, L. “An Examination of Violence and Gender Role Portrayals in Video Games: Implications for Gender Socialization and Aggressive Behavior.” Sex Roles 38 (1998): 425–442. doi:10.1023/a:1018709905920. England, Dawn Elizabeth, Lara Descartes, and Melissa A. Collier-Meek. "Gender Role Portrayal and the Disney Princesses." Sex Roles 64 (2011): 555-567. Ewert, Jolene. “A Tale as Old as Time – an Analysis of Negative Stereotypes in Disney Princess Movies.” Undergraduate Research Journal for the Human Sciences 13 (2014). Grosz, Elizabeth. Volatile Bodies. London, Routledge, 1994. Inge, M. Thomas. “Art, Adaptation, and Ideology: Walt Disney's Snow White and the Seven Dwarfs.” Journal of Popular Film and Television 32.3 (2004): 132-142. Jones, Meredith. “The Body in Popular Culture.” Being Cultural. Ed. Bruce M.Z. Cohen. Auckland University, 2012. 193-210. Kilmer, Alyson. Moving Forward? Problematic Ideology in Twenty-First Century Fairy Tale Films. Central Washington University, 2015. Lacroix, Celeste. “Images of Animated Others: The Orientalization of Disney's Cartoon Heroines from The Little Mermaid to The Hunchback of Notre Dame.” Popular Communications 2.4 (2004): 213-229. Little Mermaid, The. Dirs. Ron Clements and John Musker. Walt Disney Pictures, 1989. Film. Maggi, Armando. Preserving the Spell: Basile's "The Tale of Tales" and Its Afterlife in the Fairy-Tale Tradition. Chicago: University of Chicago Press, 2015. Orenstein, Peggy. Cinderella Ate My Daughter: Dispatches from the Front Lines of the New Girlie-Girl Culture. New York: HarperCollins, 2011. Parks, Kari. Mirror, Mirror: A Look at Self-Esteem & Disney Princesses. Honours thesis. Ball State University, 2012. Pinocchio. Dirs. Hamilton Luske, Ben Sharpsteen, Wilfred Jackson, Jack Kinney, Norm Ferguson, Bill Roberts, and T. Lee. Walt Disney Productions, 1940. Film. Princess and the Frog, The. Dirs. Ron Clements and John Musker. Walt Disney Pictures, 2009. Film. Richardson, Niall, and Adam Locks. Body Studies: The Basics. Routledge, 2014. Rutherford, Amanda M. Happily Ever After? A Critical Examination of the Gothic in Disney Fairy Tale Films. Auckland University of Technology, 2020. Sleeping Beauty. Dirs. Clyde Geronimi, Eric Larson, Wolfgang Reitherman, and Les Clark. Walt Disney Productions, 1959. Film. Smith, Stacey L., Katherine M. Pieper, Amy Granados, and Mark Choueite. “Assessing Gender-Related Portrayals in Topgrossing G-Rated Films.” Sex Roles 62 (2010): 774–786. Snow White and The Seven Dwarfs. Dirs. David Hand, Wilfred Jackson, Ben Sharpsteen, William Cottrell, Perce Pearce, and Larry Morey. Walt Disney Productions, 1937. Film. Tangled. Dirs. Nathan Greno and Byron Howard. Walt Disney Pictures, 2010. Film. Tanner, Litsa RenÉe, Shelley A. Haddock, Toni Schindler Zimmerman, and Lori K. Lund. “Images of Couples and Families in Disney Feature-Length Animated Films.” The American Journal of Family Therapy 31 (2003): 355-373. Warner, Marina. Fantastic Metamorphoses, Other Worlds. London: Oxford UP, 2002. Wasko, Janet. Understanding Disney: The Manufacture of Fantasy. Polity Press, 2001. Wohlwend, Karen E. “Damsels in Discourse: Girls Consuming and Producing Identity Texts through Disney Princess Play.” Reading Research Quarterly 44.1 (2009): 57-83. Zarranaz, L. Garcia. “Diswomen Strike Back? The Evolution of Disney's Femmes in the 1990s.” Atenea 27.2 (2007) 55-65.

“...children’s play seems to become more and more a product of the educational and cultural orientation of parents...” — Stephen Kline, The Making of Children’s Culture We live in a world saturated by design and through design artefacts, one can glean unique insights into a culture's values and norms. In fact, some academics, such as British media and film theorist Ben Highmore, see the two areas so inextricably intertwined as to suggest a wholesale “re-branding of the cultural sciences as design studies” (14). Too often, however, everyday objects are marginalised or overlooked as objects of scholarly attention. The field of material culture studies seeks to change that by focussing on the quotidian object and its ability to reveal much about the time, place, and culture in which it was designed and used. This article takes on one such object, a mid-century children's toy tea set, whose humble journey from 1968 Sears catalogue to 2014 thrift shop—and subsequently this author’s basement—reveals complex rhetorical messages communicated both visually and verbally. As material culture studies theorist Jules Prown notes, the field’s foundation is laid upon the understanding “that objects made ... by man reflect, consciously or unconsciously, directly or indirectly, the beliefs of individuals who made, commissioned, purchased or used them, and by extension the beliefs of the larger society to which they belonged” (1-2). In this case, the objects’ material and aesthetic characteristics can be shown to reflect some of the pervasive stereotypes and gender roles of the mid-century and trace some of the prevailing tastes of the American middle class of that era, or perhaps more accurately the type of design that came to represent good taste and a modern aesthetic for that audience. A wealth of research exists on the function of toys and play in learning about the world and even the role of toy selection in early sex-typing, socialisation, and personal identity of children (Teglasi). This particular research area isn’t the focus of this article; however, one aspect that is directly relevant and will be addressed is the notion of adult role-playing among children and the role of toys in communicating certain adult practices or values to the child—what sociologist David Oswell calls “the dedifferentiation of childhood and adulthood” (200). Neither is the focus of this article the practice nor indeed the ethicality of marketing to children. Relevant to this particular example I suggest, is as a product utilising messaging aimed not at children but at adults, appealing to certain parents’ interest in nurturing within their child a perceived era and class-appropriate sense of taste. This was fuelled in large part by the curatorial pursuits of the Museum of Modern Art (MoMA) in New York, coupled with an interest and investment in raising their children in a design-forward household and a desire for toys that reflected that priority; in essence, parents wishing to raise modern children. Following Prown’s model of material culture analysis, the tea set is examined in three stages, through description, deduction and speculation with each stage building on the previous one. Figure 1: Porcelain Toy Tea Set. Description The tea set consists of twenty-six pieces that allows service for six. Six cups, saucers, and plates; a tall carafe with spout, handle and lid; a smaller vessel with a spout and handle; a small round bowl with a lid; a larger oval bowl with a lid, and a coordinated oval platter. The cups are just under two inches tall and two inches in diameter. The largest piece, the platter is roughly six inches by four inches. The pieces are made of a ceramic material white in colour and glossy in texture and are very lightweight. The rim or edge of each piece is decorated with a motif of three straight lines in two different shades of blue and in different thicknesses, interspersed with a set of three black wiggly lines. Figure 2: Porcelain Toy Tea Set Box. The set is packaged for retail purposes and the original box appears to be fully intact. The packaging of an object carries artefactual evidence just as important as what it contains that falls into the category of a “‘para-artefact’ … paraphernalia that accompanies the product (labels, packaging, instructions etc.), all of which contribute to a product’s discourse” (Folkmann and Jensen 83). The graphics on the box are colourful, featuring similar shades of teal blue as found on the objects, with the addition of orange and a silver sticker featuring the logo of the American retailer Sears. The cover features an illustration of the objects on an orange tabletop. The most prominent text that confirms that the toy is a “Porcelain Toy Tea Set” is in an organic, almost psychedelic style that mimics both popular graphics of this era—especially album art and concert posters—as well as the organic curves of steam that emanate from the illustrated teapot’s spout. Additional messages appear on the box, in particular “Contemporary DESIGN” and “handsome, clean-line styling for modern little hostesses”. Along the edges of the box lid, a detail of the decorative motif is reproduced somewhat abstracted from what actually appears on the ceramic objects. Figure 3: Sears’s Christmas Wishbook Catalogue, page 574 (1968). Sears, Roebuck and Co. (Sears) is well-known for its over one-hundred-year history of producing printed merchandise catalogues. The catalogue is another important para-artefact to consider in analysing the objects. The tea set first appeared in the 1968 Sears Christmas Wishbook. There is no date or copyright on the box, so only its inclusion in the catalogue allows the set to be accurately dated. It also allows us to understand how the set was originally marketed. Deduction In the deduction phase, we focus on the sensory aesthetic and functional interactive qualities of the various components of the set. In terms of its function, it is critical that we situate the objects in their original use context, play. The light weight of the objects and thinness of the ceramic material lends the objects a delicate, if not fragile, feeling which indicates that this set is not for rough use. Toy historian Lorraine May Punchard differentiates between toy tea sets “meant to be used by little girls, having parties for their friends and practising the social graces of the times” and smaller sets or doll dishes “made for little girls to have parties with their dolls, or for their dolls to have parties among themselves” (7). Similar sets sold by Sears feature images of girls using the sets with both human playmates and dolls. The quantity allowing service for six invites multiple users to join the party. The packaging makes clear that these toy tea sets were intended for imaginary play only, rendering them non-functional through an all-capitals caution declaiming “IMPORTANT: Do not use near heat”. The walls and handles of the cups are so thin one can imagine that they would quickly become dangerous if filled with a hot liquid. Nevertheless, the lid of the oval bowl has a tan stain or watermark which suggests actual use. The box is broken up by pink cardboard partitions dividing it into segments sized for each item in the set. Interestingly even the small squares of unfinished corrugated cardboard used as cushioning between each stacked plate have survived. The evidence of careful re-packing indicates that great care was taken in keeping the objects safe. It may suggest that even though the set was used, the children or perhaps the parents, considered the set as something to care for and conserve for the future. Flaws in the glaze and applique of the design motif can be found on several pieces in the set and offer some insight as to the technique used in producing these items. Errors such as the design being perfectly evenly spaced but crooked in its alignment to the rim, or pieces of the design becoming detached or accidentally folded over and overlapping itself could only be the result of a print transfer technique popularised with decorative china of the Victorian era, a technique which lends itself to mass production and lower cost when compared to hand decoration. Speculation In the speculation stage, we can consider the external evidence and begin a more rigorous investigation of the messaging, iconography, and possible meanings of the material artefact. Aspects of the set allow a number of useful observations about the role of such an object in its own time and context. Sociologists observe the role of toys as embodiments of particular types of parental messages and values (Cross 292) and note how particularly in the twentieth century “children’s play seems to become more and more a product of the educational and cultural orientation of parents” (Kline 96). Throughout history children’s toys often reflected a miniaturised version of the adult world allowing children to role-play as imagined adult-selves. Kristina Ranalli explored parallels between the practice of drinking tea and the play-acting of the child’s tea party, particularly in the nineteenth century, as a gendered ritual of gentility; a method of socialisation and education, and an opportunity for exploratory and even transgressive play by “spontaneously creating mini-societies with rules of their own” (20). Such toys and objects were available through the Sears mail-order catalogue from the very beginning at the end of the nineteenth century (McGuire). Propelled by the post-war boom of suburban development and homeownership—that generation’s manifestation of the American Dream—concern with home décor and design was elevated among the American mainstream to a degree never before seen. There was a hunger for new, streamlined, efficient, modernist living. In his essay titled “Domesticating Modernity”, historian Jeffrey L. Meikle notes that many early modernist designers found that perhaps the most potent way to “‘domesticate’ modernism and make it more familiar was to miniaturise it; for example, to shrink the skyscraper and put it into the home as furniture or tableware” (143). Dr Timothy Blade, curator of the 1985 exhibition of girls’ toys at the University of Minnesota’s Goldstein Gallery—now the Goldstein Museum of Design—described in his introduction “a miniaturised world with little props which duplicate, however rudely, the larger world of adults” (5). Noting the power of such toys to reflect adult values of their time, Blade continues: “the microcosm of the child’s world, remarkably furnished by the miniaturised props of their parents’ world, holds many direct and implied messages about the society which brought it into being” (9). In large part, the mid-century Sears catalogues capture the spirit of an era when, as collector Thomas Holland observes, “little girls were still primarily being offered only the options of glamour, beauty and parenthood as the stuff of their fantasies” (175). Holland notes that “the Wishbooks of the fifties [and, I would add, the sixties] assumed most girls would follow in their mother’s footsteps to become full-time housewives and mommies” (1). Blade grouped toys into three categories: cooking, cleaning, and sewing. A tea set could arguably be considered part of the cooking category, but closer examination of the language used in marketing this object—“little hostesses”, et cetera—suggests an emphasis not on cooking but on serving or entertaining. This particular category was not prevalent in the era examined by Blade, but the cultural shifts of the mid-twentieth century, particularly the rapid popularisation of a suburban lifestyle, may have led to the use of entertaining as an additional distinct category of role play in the process of learning to become a “proper” homemaker. Sears and other retailers offered a wide variety of styles of toy tea sets during this era. Blade and numerous other sources observe that children’s toy furniture and appliances tended to reflect the style and aesthetic qualities of their contemporary parallels in the adult world, the better to associate the child’s objects to its adult equivalent. The toy tea set’s packaging trumpets messages intended to appeal to modernist values and identity including “Contemporary Design” and “handsome, clean-line styling for modern little hostesses”. The use of this coded marketing language, aimed particularly at parents, can be traced back several decades. In 1928 a group of American industrial and textile designers established the American Designers' Gallery in New York, in part to encourage American designers to innovate and adopt new styles such as those seen in the L’ Exposition Internationale des Arts Decoratifs et Industriels Modernes (1925) in Paris, the exposition that sparked international interest in the Art Deco or Art Moderne aesthetic. One of the gallery founders, Ilonka Karasz, a Hungarian-American industrial and textile designer who had studied in Austria and was influenced by the Wiener Werkstätte in Vienna, publicised her new style of nursery furnishings as “designed for the very modern American child” (Brown 80). Sears itself was no stranger to the appeal of such language. The term “contemporary design” was ubiquitous in catalogue copy of the nineteen-fifties and sixties, used to describe everything from draperies (1959) and bedspreads (1961) to spice racks (1964) and the Lady Kenmore portable dishwasher (1961). An emphasis on the role of design in one’s life and surroundings can be traced back to efforts by MoMA. The museum’s interest in modern design hearkens back almost to the institution’s inception, particularly in relation to industrial design and the aestheticisation of everyday objects (Marshall). Through exhibitions and in partnership with mass-market magazines, department stores and manufacturer showrooms, MoMA curators evangelised the importance of “good design” a term that can be found in use as early as 1942. What Is Good Design? followed the pattern of prior exhibitions such as What Is Modern Painting? and situated modern design at the centre of exhibitions that toured the United States in the first half of the nineteen-fifties. To MoMA and its partners, “good design” signified the narrow identification of proper taste in furniture, home decor and accessories; effectively, the establishment of a design canon. The viewpoints enshrined in these exhibitions and partnerships were highly influential on the nation’s perception of taste for decades to come, as the trickle-down effect reached a much broader segment of consumers than those that directly experienced the museum or its exhibitions (Lawrence.) This was evident not only at high-end shops such as Bloomingdale’s and Macy’s. Even mass-market retailers sought out well-known figures of modernist design to contribute to their offerings. Sears, for example, commissioned noted modernist designer and ceramicist Russel Wright to produce a variety of serving ware and decor items exclusively for the company. Notably for this study, he was also commissioned to create a toy tea set for children. The 1957 Wishbook touts the set as “especially created to delight modern little misses”. Within its Good Design series, MoMA exhibitions celebrated numerous prominent Nordic designers who were exploring simplified forms and new material technologies. In the 1968 Wishbook, the retailer describes the Porcelain Toy Tea Set as “Danish-inspired china for young moderns”. The reference to Danish design is certainly compatible with the modernist appeal; after the explosion in popularity of Danish furniture design, the term “Danish Modern” was commonly used in the nineteen-fifties and sixties as shorthand for pan-Scandinavian or Nordic design, or more broadly for any modern furniture design regardless of origin that exhibited similar characteristics. In subsequent decades the notion of a monolithic Scandinavian-Nordic design aesthetic or movement has been debunked as primarily an economically motivated marketing ploy (Olivarez et al.; Fallan). In the United States, the term “Danish Modern” became so commonly misused that the Danish Society for Arts and Crafts called upon the American Federal Trade Commission (FTC) to legally restrict the use of the labels “Danish” and “Danish Modern” to companies genuinely originating in Denmark. Coincidentally the FTC ruled on this in 1968, noting “that ‘Danish Modern’ carries certain meanings, and... that consumers might prefer goods that are identified with a foreign culture” (Hansen 451). In the case of the Porcelain Toy Tea Set examined here, Sears was not claiming that the design was “Danish” but rather “Danish-inspired”. One must wonder, was this another coded marketing ploy to communicate a sense of “Good Design” to potential customers? An examination of the formal qualities of the set’s components, particularly the simplified geometric forms and the handle style of the cups, confirms that it is unlike a traditional—say, Victorian-style—tea set. Punchard observes that during this era some American tea sets were actually being modelled on coffee services rather than traditional tea services (148). A visual comparison of other sets sold by Sears in the same year reveals a variety of cup and pot shapes—with some similar to the set in question—while others exhibit more traditional teapot and cup shapes. Coffee culture was historically prominent in Nordic cultures so there is at least a passing reference to that aspect of Nordic—if not specifically Danish—influence in the design. But what of the decorative motif? Simple curved lines were certainly prominent in Danish furniture and architecture of this era, and occasionally found in combination with straight lines, but no connection back to any specific Danish motif could be found even after consultation with experts in the field from the Museum of Danish America and the Vesterheim National Norwegian-American Museum (personal correspondence). However, knowing that the average American consumer of this era—even the design-savvy among them—consumed Scandinavian design without distinguishing between the various nations, a possible explanation could be contained in the promotion of Finnish textiles at the time. In the decade prior to the manufacture of the tea set a major design tendency began to emerge in the United States, triggered by the geometric design motifs of the Finnish textile and apparel company Marimekko. Marimekko products were introduced to the American market in 1959 via the Cambridge, Massachusetts-based retailer Design Research (DR) and quickly exploded in popularity particularly after would-be First Lady Jacqueline Kennedy appeared in national media wearing Marimekko dresses during the 1960 presidential campaign and on the cover of Sports Illustrated magazine. (Thompson and Lange). The company’s styling soon came to epitomise a new youth aesthetic of the early nineteen sixties in the United States, a softer and more casual predecessor to the London “mod” influence. During this time multiple patterns were released that brought a sense of whimsy and a more human touch to classic mechanical patterns and stripes. The patterns Piccolo (1953), Helmipitsi (1959), and Varvunraita (1959), all designed by Vuokko Eskolin-Nurmesniemi offered varying motifs of parallel straight lines. Maija Isola's Silkkikuikka (1961) pattern—said to be inspired by the plumage of the Great Crested Grebe—combined parallel serpentine lines with straight and angled lines, available in a variety of colours. These and other geometrically inspired patterns quickly inundated apparel and decor markets. DR built a vastly expanded Cambridge flagship store and opened new locations in New York in 1961 and 1964, and in San Francisco in 1965 fuelled in no small part by the fact that they remained the exclusive outlet for Marimekko in the United States. It is clear that Marimekko’s approach to pattern influenced designers and manufacturers across industries. Design historian Lesley Jackson demonstrates that Marimekko designs influenced or were emulated by numerous other companies across Scandinavia and beyond (72-78). The company’s influence grew to such an extent that some described it as a “conquest of the international market” (Hedqvist and Tarschys 150). Subsequent design-forward retailers such as IKEA and Crate and Barrel continue to look to Marimekko even today for modern design inspiration. In 2016 the mass-market retailer Target formed a design partnership with Marimekko to offer an expansive limited-edition line in their stores, numbering over two hundred items. So, despite the “Danish” misnomer, it is quite conceivable that designers working for or commissioned by Sears in 1968 may have taken their aesthetic cues from Marimekko’s booming work, demonstrating a clear understanding of the contemporary high design aesthetic of the time and coding the marketing rhetoric accordingly even if incorrectly. Conclusion The Sears catalogue plays a unique role in capturing cross-sections of American culture not only as a sales tool but also in Holland’s words as “a beautifully illustrated diary of America, it’s [sic] people and the way we thought about things” (1). Applying a rhetorical and material culture analysis to the catalogue and the objects within it provides a unique glimpse into the roles these objects played in mediating relationships, transmitting values and embodying social practices, tastes and beliefs of mid-century American consumers. Adult consumers familiar with the characteristics of the culture of “Good Design” potentially could have made a connection between the simplified geometric forms of the components of the toy tea set and say the work of modernist tableware designers such as Kaj Franck, or between the set’s graphic pattern and the modernist motifs of Marimekko and its imitators. But for a much broader segment of the population with a less direct understanding of modernist aesthetics, those connections may not have been immediately apparent. The rhetorical messaging behind the objects’ packaging and marketing used class and taste signifiers such as modern, contemporary and “Danish” to reinforce this connection to effect an emotional and aspirational appeal. These messages were coded to position the set as an effective transmitter of modernist values and to target parents with the ambition to create “appropriately modern” environments for their children. References Ancestry.com. “Historic Catalogs of Sears, Roebuck and Co., 1896–1993.” <http://search.ancestry.com/search/db.aspx?dbid=1670>. Baker Furniture Inc. “Design Legacy: Our Story.” n.d. <http://www.bakerfurniture.com/design-story/ legacy-of-quality/design-legacy/>. Blade, Timothy Trent. “Introduction.” Child’s Play, Woman’s Work: An Exhibition of Miniature Toy Appliances: June 12, 1985–September 29, 1985. St. Paul: Goldstein Gallery, U Minnesota, 1985. Brown, Ashley. “Ilonka Karasz: Rediscovering a Modernist Pioneer.” Studies in the Decorative Arts 8.1 (2000-1): 69–91. Cross, Gary. “Gendered Futures/Gendered Fantasies: Toys as Representatives of Changing Childhood.” American Journal of Semiotics 12.1 (1995): 289–310. Dolansky, Fanny. “Playing with Gender: Girls, Dolls, and Adult Ideals in the Roman World.” Classical Antiquity 31.2 (2012): 256–92. Fallan, Kjetil. Scandinavian Design: Alternative Histories. Berg, 2012. Folkmann, Mads Nygaard, and Hans-Christian Jensen. “Subjectivity in Self-Historicization: Design and Mediation of a ‘New Danish Modern’ Living Room Set.” Design and Culture 7.1 (2015): 65–84. Hansen, Per H. “Networks, Narratives, and New Markets: The Rise and Decline of Danish Modern Furniture Design, 1930–1970.” The Business History Review 80.3 (2006): 449–83. Hedqvist, Hedvig, and Rebecka Tarschys. “Thoughts on the International Reception of Marimekko.” Marimekko: Fabrics, Fashions, Architecture. Ed. Marianne Aav. Bard. 2003. 149–71. Highmore, Ben. The Design Culture Reader. Routledge, 2008. Holland, Thomas W. Girls’ Toys of the Fifties and Sixties: Memorable Catalog Pages from the Legendary Sears Christmas Wishbooks, 1950-1969. Windmill, 1997. Hucal, Sarah. "Scandi Crush Saga: How Scandinavian Design Took over the World." Curbed, 23 Mar. 2016. <http://www.curbed.com/2016/3/23/11286010/scandinavian-design-arne-jacobsen-alvar-aalto-muuto-artek>. Jackson, Lesley. “Textile Patterns in an International Context: Precursors, Contemporaries, and Successors.” Marimekko: Fabrics, Fashions, Architecture. Ed. Marianne Aav. Bard. 2003. 44–83. Kline, Stephen. “The Making of Children’s Culture.” The Children’s Culture Reader. Ed. Henry Jenkins. New York: NYU P, 1998. 95–109. Lawrence, Sidney. “Declaration of Function: Documents from the Museum of Modern Art’s Design Crusade, 1933-1950.” Design Issues 2.1 (1985): 65–77. Marshall, Jennifer Jane. Machine Art 1934. Chicago: U of Chicago P, 2012. McGuire, Sheila. “Playing House: Sex-Roles and the Child’s World.” Child’s Play, Woman’s Work: An Exhibition of Miniature Toy Appliances : June 12, 1985–September 29, 1985. St. Paul: Goldstein Gallery, U Minnesota, 1985. Meikel, Jeffrey L. “Domesticating Modernity: Ambivalence and Appropriation, 1920–1940.” Designing Modernity; the Arts of Reform and Persuasion. Ed. Wendy Kaplan. Thames & Hudson, 1995. 143–68. O’Brien, Marion, and Aletha C. Huston. “Development of Sex-Typed Play Behavior in Toddlers.” Developmental Psychology, 21.5 (1985): 866–71. Olivarez, Jennifer Komar, Jukka Savolainen, and Juulia Kauste. Finland: Designed Environments. Minneapolis Institute of Arts and Nordic Heritage Museum, 2014. Oswell, David. The Agency of Children: From Family to Global Human Rights. Cambridge UP, 2013. Prown, Jules David. “Mind in Matter: An Introduction to Material Culture Theory and Method.” Winterthur Portfolio 17.1 (1982): 1–19. Punchard, Lorraine May. Child’s Play: Play Dishes, Kitchen Items, Furniture, Accessories. Punchard, 1982. Ranalli, Kristina. An Act Apart: Tea-Drinking, Play and Ritual. Master's thesis. U Delaware, 2013. Sears Corporate Archives. “What Is a Sears Modern Home?” n.d. <http://www.searsarchives.com/homes/index.htm>. "Target Announces New Design Partnership with Marimekko: It’s Finnish, Target Style." Target, 2 Mar. 2016. <http://corporate.target.com/article/2016/03/marimekko-for-target>. Teglasi, Hedwig. “Children’s Choices of and Value Judgments about Sex-Typed Toys and Occupations.” Journal of Vocational Behavior 18.2 (1981): 184–95. Thompson, Jane, and Alexandra Lange. Design Research: The Store That Brought Modern Living to American Homes. Chronicle, 2010.

The Issue of Gaming in Contemporary Culture "Are we still in the game?" This banal phrase gains a terrifying meaning in the last scene of Cronenberg's film eXistenZ, when a puzzled character, on the verge of being murdered, asks his potential killer if they are still inside a virtual reality game. The scene denotes the crucial place the issue of gaming is occupying in contemporary culture. If we take sci-fi movies less as an exercise of future divination and more as symptom of our current feelings projected into the future, we can easily see how games are becoming a frequent metaphor that sums up our fear of a world dominated by technology. Matrix, eXistenZ and quite a few other films draw on this haunting idea that technology can be evil and that reality may be just a high-tech game of which we are not aware. In fact, life has often been thought of as a kind of 'divine play', with God either playing dice to decide our destiny or acting almighty over millions of voodoo dolls. The key difference in contemporary imaginary is that it is no longer God, but human beings (or machines and creatures designed by them) in charge of the game. Moreover, it is interesting to notice that this attachment of nightmarish meanings to games is happening exactly at a time when computers are becoming more than an ubiquitous tool for any purpose, and are acquiring an astonishing ability to accurately describe our environments and convincingly reproduce our bodily senses. The prospect of having a full, working, machinic simulation of the now-called 'real world', no matter how unattainable it might be, is giving a new face to the old free will dilemma: to what extent is life predeterminate and what is our space for creativity inside God's plot? In this context, the otherwise ancient and apparently innocent cultural activity of playing games has turned into this biased metaphor, in which the blurring of the borderline between life and game becomes a sinister menace. The Nature of Games, Their Cultural Role and the Four Categories of Games The question that crops up is why games were chosen to re-enact this ever-present human fear before the mysteries of the given world of nature. We know for sure that there is a convergence between game and culture, and that game principles are at the foundation of social institutions, as Huizinga has shown (46). He does not propose that culture is derived from games, but maintains that play is a key element at the beginning of culture, and continues to be an important feature as culture develops. But it is the French sociologist Roger Caillois who has devised a framework in which to approach play and games that can help us, contemporary gamers, to shed light on this question. Caillois proposed four categories in which every known game can fit: games of chance, where the outcome results from fate rather than player's skills; games of vertigo, that aim to impose a disorder in the bodily senses; games of competition, in which adversaries are provided with an artificial equality at the outset and compete to show their superiority; and games of simulation, in which players create an imaginary universe and see themselves as someone else. However, games don't have to fit into one category only. Several games present a combination between the different types, though they always present one fundamental aspect that overshadows the others. These four categories can easily be extended to the field of computerised games: games of chance -- random devices are simulated in the computer (dice, roulette etc); games of vertigo -- games that draw on the use of metaphors such as the labyrinth and detective role-play, in which the player has to pursue a task through winding ways. Browsing and surfing are also frequent metaphors for this type of game; games of competition -- the usual fighting and 'shoot-and-kill' games; games of simulation -- use of development and management metaphor scenarios in which the player can nurture and manage the development of a system such as a town, a civilisation, or even a child as in some Japanese games. A psychoanalytic interpretation of these four categories helps to get an even clearer picture of the role of games in contemporary culture. According to this theory, playing is a response to unconscious motivations, and games could fulfil a function similar to that of dreams, slips of the tongue and actions alike. Abadi proposes a direct psychoanalytic correlation for Caillois's categories: games of chance symbolise the death drive since it is a bet against destiny; games of vertigo, by pushing the senses to a radical level of disarrangement and ecstasy, denote the symbolisation of sexual intercourse; games of competition are related to the Oedipus complex -- the rivalry between parents and children, or amongst siblings; and games of simulation refers to the construction of identity, an occasion when players work out a way to shape their own identity roles (Abadi 85-93). While Caillois's classification organises games in a more legible way, to read them through a psychoanalytic framework is to bring them into the realm of desire, or we could say, to the realm of language, or yet to be more precise, to the realm of language as the discourse of a desiring subject. But as an inhabitant of language "the subject is not; he makes and unmakes himself in a complex topology where the other and his discourse are included" (Kristeva 274). So as game and language converge, with this underlying presence of the Other, we can paraphrase Julia Kristeva and consider games as a signifying system in which, through demarcation, signification and communication, the player makes and unmakes him- or herself; in other words, a kind of radical rehearsal terrain where players can experiment with a playful reinvention of themselves. In this light it is no surprise that games in general, and more specifically games of simulation, have acquired such a paramount role in our 'electronic age'. Confronted with a strange new technology, which is hard to understand because it works mainly at a microscopic level, and which brings up uneasy concepts such as 'virtual reality' and 'cyberspace' (a quasi-mythical ethereal space -- Wertheim 18), we seem to be going through an identity crisis. In the wilderness of this technological 'newfoundland', an uncomfortable paradise of simulation and cloning, the very essence of human identity, our free will, seems to be mercilessly seized in uncontrolled games, since we are unable to differentiate between computers as the Other and computer as a means to the Other. Games as Scenarios for the Interplay of Determinism and Non-Determinism However, the same metaphor of game can shift this scenario and revert itself into a tool to rethink the identity problem within our technological daily life, for what is at stake in a game is always the question of free will. The game is essentially a framework for uncertainty, allowing the co-existence of determinism and non-determinism: games of chance by definition include the idea of indeterminacy; games of vertigo deal with indeterminacy by inducing an uncontrollable confusion of the senses; games of competition include indeterminacy in the form of the unpredictable abilities of the competitors; games of simulation present a particular type of interplay between rule and indeterminacy, where the gap between the scripts/rules and the interpretation/gaming provides the sense of uniqueness each time it is performed/played. Thus, if games and their probabilistic features are put to work in our favour, it would be an answer to a much searched metaphor, a theoretical ground to pervade contemporary culture allowing for creativity in a pre-determined technological environment. Then, the idea of life as gaming, instead of inspiring fear, can serve as a way to escape the false tyranny of a machine based on logic algorithms, without falling into the nihilism of a romantic refusal of a true information age. Precisely because computers are based in coherent and logical algorithms, coupled with game principles they can be a milieu for the delicate and complex interplay of determinism and non-determinism (Bijl). Computers would cease being this monstrous 'big Other', and simply would stand as an ethical tool, a technological mediated way for touching the Other (Cabral Filho and Szalapaj). We then may be compelled not simply to rebuild or re-shape our identity, but to experiment and question the very idea of such a concept. By exploring the ambiguous and intricate gap between life as gaming and gaming as life, identity can be something that deals with the unknown, based on the always challenging idea of Otherness. As we leave the duty of coherence anchored in non-desiring machines (as Baudrillard has called computers), we are liberated to wander in auspicious new territories. Then, personality, gender, race, colour, and other aspects that were formerly associated with an ideal and immutable image, can become rather playful zones of experimentation. As an open field, identity may be just a nuance in a multitude of flipping horizons. Yet, as freedom is never an easy place to dwell, a disturbing question arises: will it after all be less scary? References Abadi, Mauricio. "Psychoanalysis of Playing." Psychotherapy and Psychosomatics 15 (1967): 85-93. Baudrillard, Jean. The Transparency of Evil. London: Verso, 1993. Bijl, Aart. Ourselves and Computers. London: Macmillan, 1995. Cabral Filho, J. S., and P. Szalapaj. "Otherness and Computers: Uniform Cyberspaces and Individual Cyberplaces." The Journal of Design Sciences and Technology (Special Issue: Philosophy of Design and Information Technology) 4.1 (1995): 29-43. Caillois, Roger. Man, Play, and Games. New York: Free Press, 1961. Huizinga, J. Homo Ludens. New York: Roy Publishers, 1950. Kristeva, Julia. Language -- The Unknown: An Initiation into Linguistics. New York: Columbia UP, 1989. Wertheim, Margaret. The Pearly Gates of Cyberspace -- A History of Space from Dante to the Internet. London: Virago, 2000. Citation reference for this article MLA style: José dos Santos Cabral Filho. "Flip Horizontal: Gaming as Redemption." M/C: A Journal of Media and Culture 3.5 (2000). [your date of access] <http://www.api-network.com/mc/0010/flip.php>. Chicago style: José dos Santos Cabral Filho, "Flip Horizontal: Gaming as Redemption," M/C: A Journal of Media and Culture 3, no. 5 (2000), <http://www.api-network.com/mc/0010/flip.php> ([your date of access]). APA style: José dos Santos Cabral Filho. (2000) Flip horizontal: gaming as redemption. M/C: A Journal of Media and Culture 3(5). <http://www.api-network.com/mc/0010/flip.php> ([your date of access]).

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

In a recent gaming anthology, Henry Jenkins cannot help contrasting his son's cramped, urban, media-saturated existence with his own idyllic, semi-rural childhood. After describing his own Huck Finn meanderings over "the spaces of my boyhood" including the imaginary kingdoms of Jungleoca and Freedonia, Jenkins relates his version of his son's experiences: My son, Henry, now 16 has never had a backyard He has grown up in various apartment complexes, surrounded by asphalt parking lots with, perhaps, a small grass buffer from the street… Once or twice, when I became exasperated by my son's constant presence around the house I would … tell him he should go out and play. He would look at me with confusion and ask, where? … Who wouldn't want to trade in the confinement of your room for the immersion promised by today's video games? … Perhaps my son finds in his video games what I found in the woods behind the school, on my bike whizzing down the hills of suburban backstreets, or settled into my treehouse with a good adventure novel intensity of experience, escape from adult regulation; in short, "complete freedom of movement". (Jenkins 1998, 263-265) Games here are connected with a shrinking availability of domestic and public space, and a highly mediated experience of the world. Despite his best intentions, creeping into Jenkins's piece is a sense that games act as a poor substitute for the natural spaces of a "healthy" childhood. Although "Video games did not make backyard play spaces disappear", they "offer children some way to respond to domestic confinement" (Jenkins 1998, 266). They emerge, then, as a palliation for the claustrophobic circumstances of contemporary urban life, though they offer only unreal spaces, replete with "lakes of fire … cities in the clouds … [and] dazzling neon-lit Asian marketplaces" (Jenkins 1998, 263), where the work of the childish imagination is already done. Despite Jenkins's assertion that games do offer "complete freedom of movement", it is hard to shake the feeling that he considers his own childhood far richer in exploratory and imaginative opportunities: Let me be clear I am not arguing that video games are as good for kids as the physical spaces of backyard play culture. As a father, I wish that my son would come home covered in mud or with scraped knees rather than carpet burns ... The psychological and social functions of playing outside are as significant as the impact of "sunshine and good exercise" upon our physical well-being. (Jenkins 1998, 266) Throughout the piece, games are framed by a romantic, anti-urban discourse: the expanding city is imagined as engulfing space and perhaps destroying childhood itself, such that "'sacred' places are now occupied by concrete, bricks or asphalt" (Jenkins 1998, 263). Games are complicit in this alienation of space and experience. If this is not quite Paul Virilio's recent dour contention that modern mass media forms work mainly to immobilise the body of the consumer--Virilio, luckily, has managed to escape the body-snatchers--games here are produced as a feeble response to an already-effected urban imprisonment of the young. Strikingly, Jenkins seems concerned about his son's "unhealthy" confinement to private, domestic space, and his inability to imaginatively possess a slice of the world outside. Jenkins's description of his son's confinement to the world of "carpet burns" rather than the great outdoors of "scraped knees" and "mud" implicitly leaves the distinction between domestic and public, internal and external, and even the imagined passivity of the domestic sphere as against the activity of the public intact. For those of us who see games as productive activities, which generate particular, unique kinds of pleasure in their own right, rather than as anaemic replacements for lost spaces, this seems to reduce a central cultural form. For those of us who have at least some sympathy with writers on the urban environment like Raban (1974) and Young (1990), who see the city's theatrical and erotic possibilities, Jenkins's fears might seem to erase the pleasures and opportunities that city life provides. Rather than seeing gamers and children (the two groups only partially overlap) as unwitting agents in their own confinement, we can arrive at a slightly more complex view of the relationship between games and urban space. By looking at the video games arcade as it is situated in urban retail space, we can see how gameplay simultaneously acts to regulate urban space, mediates a unique kind of urban performance, and allows sophisticated representations, manipulations and appropriations of differently conceived urban spaces. Despite being a long-standing feature of the urban and retail environment, and despite also being a key site for the "exhibition" of a by-now central media form, the video game arcade has a surprisingly small literature devoted to it. Its prehistory in pinball arcades and pachinko parlours has been noted (by, for example, Steven Poole 2000) but seldom deeply explored, and its relations with a wider urban space have been given no real attention at all. The arcade's complexity, both in terms of its positioning and functions, may contribute to this. The arcade is a space of conflicting, contradictory uses and tendencies, though this is precisely what makes it as important a space as the cinema or penny theatre before it. Let me explain why I think so. The arcade is always simultaneously a part of and apart from the retail centres to which it tends to attach itself.1 If it is part of a suburban shopping mall, it is often located on the ground floor near the entrance, or is semi-detached as cinema complexes often are, so that the player has to leave the mall's main building to get there, or never enter. If it is part of a city or high street shopping area, it is often in a side street or a street parallel to the main retail thoroughfare, or requires the player to mount a set of stairs into an off-street arcade. At other times the arcade is located in a space more strongly marked as liminal in relation to the city -- the seaside resort, sideshow alley or within the fences of a theme park. Despite this, the videogame arcade's interior is usually wholly or mostly visible from the street, arcade or thoroughfare that it faces, whether this visibility is effected by means of glass walls, a front window or a fully retractable sliding door. This slight distance from the mainstream of retail activity and the visibility of the arcade's interior are in part related to the economics of the arcade industry. Arcade machines involve relatively low margins -- witness the industry's recent feting and embrace of redemption (i.e. low-level gambling) games that offer slightly higher turnovers -- and are hungry for space. At the same time, arcades are dependent on street traffic, relentless technological novelty and their de facto use as gathering space to keep the coins rolling in. A balance must be found between affordability, access and visibility, hence their positioning at a slight remove from areas of high retail traffic. The story becomes more complicated, though, when we remember that arcades are heavily marked as deviant, disreputable spaces, whether in the media, government reports or in sociological and psychological literature. As a visible, public, urban space where young people are seen to mix with one another and unfamiliar and novel technologies, the arcade is bound to give rise to adult anxieties. As John Springhall (1998) puts it: More recent youth leisure… occupies visible public space, is seen as hedonistic and presents problems within the dominant discourse of 'enlightenment' … [T]he most popular forms of entertainment among the young at any given historical moment tend also to provide the focus of the most intense social concern. A new medium with mass appeal, and with a technology best understood by the young… almost invariably attracts a desire for adult or government control (160-161, emphasis mine) Where discourses of deviant youth have also been employed in extending the surveillance and policing of retail space, it is unsurprising that spaces seen as points for the concentration of such deviance will be forced away from the main retail thoroughfares, in the process effecting a particular kind of confinement, and opportunity for surveillance. Michel Foucault writes, in Discipline and Punish, about the classical age's refinements of methods for distributing and articulating bodies, and the replacement of spectacular punishment with the crafting of "docile bodies". Though historical circumstances have changed, we can see arcades as disciplinary spaces that reflect aspects of those that Foucault describes. The efficiency of arcade games in distributing bodies in rows, and side by side demonstrates that" even if the compartments it assigns become purely ideal, the disciplinary space is always, basically, cellular" (Foucault 1977, 143). The efficiency of games from Pong (Atari:1972) to Percussion Freaks (Konami: 1999) in articulating bodies in play, in demanding specific and often spectacular bodily movements and competencies means that "over the whole surface of contact between the body and the object it handles, power is introduced, fastening them to one another. It constitutes a body weapon, body-tool, body-machine complex" (Foucault 1977,153). What is extraordinary is the extent to which the articulation of bodies proceeds only through a direct engagement with the game. Pong's instructions famously read only "avoid missing ball for high score"--a whole economy of movement, arising from this effort, is condensed into six words. The distribution and articulation of bodies also entails a confinement in the space of the arcade, away from the main areas of retail trade, and renders occupants easily observable from the exterior. We can see that games keep kids off the streets. On the other hand, the same games mediate spectacular forms of urban performance and allow particular kinds of reoccupation of urban space. Games descended or spun off from Dance Dance Revolution (Konami: 1998) require players to dance, in time with thumping (if occasionally cheesy) techno, and in accordance with on-screen instructions, in more and more complex sequences on lit footpads. These games occupy a lot of space, and the newest instalment (DDR has just issued its "7th Mix") is often installed at the front of street level arcades. When played with flair, games such as these are apt to attract a crowd of onlookers to gather, not only inside, but also on the footpath outside. Indeed games such as these have given rise to websites like http://www.dancegames.com/au which tells fans not only when and where new games are arriving, but whether or not the positioning of arcades and games within them will enable a player to attract attention to their performance. This mediation of cyborg performance and display -- where success both achieves and exceeds perfect integration with a machine in urban space -- is particularly important to Asian-Australian youth subcultures, which are often marginalised in other forums for youthful display, like competitive sport. International dance gamer websites like Jason Ho's http://www.ddrstyle.com , which is emblazoned with the slogan "Asian Pride", explicitly make the connection between Asian youth subcultures and these new kinds of public performance. Games like those in the Time Crisis series, which may seem less innocuous, might be seen as effecting important inversions in the representation of urban space. Initially Time Crisis, which puts a gun in the player's hand and requires them to shoot at human figures on screen, might even be seen to live up to the dire claims made by figures like Dave Grossman that such games effectively train perpetrators of public violence (Grossman 1995). What we need to keep in mind, though, is that first, as "cops", players are asked to restore order to a representation of urban space, and second, that that they are reacting to images of criminality. When criminality and youth are so often closely linked in public discourse (not to mention criminality and Asian ethnicity) these games stage a reversal whereby the young player is responsible for performing a reordering of the unruly city. In a context where the ideology of privacy has progressively marked public space as risky and threatening,2 games like Time Crisis allow, within urban space, a performance aimed at the resolution of risk and danger in a representation of the urban which nevertheless involves and incorporates the material spaces that it is embedded in.This is a different kind of performance to DDR, involving different kinds of image and bodily attitude, that nevertheless articulates itself on the space of the arcade, a space which suddenly looks more complex and productive. The manifest complexity of the arcade as a site in relation to the urban environment -- both regulating space and allowing spectacular and sophisticated types of public performance -- means that we need to discard simplistic stories about games providing surrogate spaces. We reify game imagery wherever we see it as a space apart from the material spaces and bodies with which gaming is always involved. We also need to adopt a more complex attitude to urban space and its possibilities than any narrative of loss can encompass. The abandonment of such narratives will contribute to a position where we can recognise the difference between the older and younger Henrys' activities, and still see them as having a similar complexity and richness. With work and luck, we might also arrive at a material organisation of society where such differing spaces of play -- seen now by some as mutually exclusive -- are more easily available as choices for everyone. NOTES 1 Given the almost total absence of any spatial study of arcades, my observations here are based on my own experience of arcades in the urban environment. Many of my comments are derived from Brisbane, regional Queensland and urban-Australian arcades this is where I live but I have observed the same tendencies in many other urban environments. Even where the range of services and technologies in the arcades are different in Madrid and Lisbon they serve espresso and alcohol (!), in Saigon they often consist of a bank of TVs equipped with pirated PlayStation games which are hired by the hour their location (slightly to one side of major retail areas) and their openness to the street are maintained. 2 See Spigel, Lynn (2001) for an account of the effects and transformations of the ideology of privacy in relation to media forms. See Furedi, Frank (1997) and Douglas, Mary (1992) for accounts of the contemporary discourse of risk and its effects. References Douglas, M. (1992) Risk and Blame: Essays in Cultural Theory. London ; New York : Routledge. Foucault, M. (1979) Discipline and Punish: The Birth of the Prison. Trans. Alan Sheridan. Harmondsworth, England: Penguin,. Furedi, F.(1997) Culture of Fear: Risk-taking and the Morality of Low Expectation. London ; Washington : Cassell. Grossman, D. (1995) On Killing: The Psychological Cost of Learning to Kill in War and Society. Boston: Little, Brown. Jenkins, H. (1998) Complete freedom of movement: video games as gendered play spaces. In Jenkins, Henry and Justine Cassell (eds) From Barbie to Mortal Kombat : Gender and Computer Games. Cambridge, Mass.: MIT Press. Poole, S. (2000) Trigger Happy: The Inner Life of Videogames. London: Fourth Estate. Raban, J. (1974) Soft City. London: Hamilton. Spigel, L. (2001) Welcome to the Dreamhouse: Popular Media and the Postwar Suburbs. Durham and London: Duke University Press. Springhall, J. (1998) Youth, Popular Culture and Moral Panics : Penny Gaffs to Gangsta-rap, 1830-1996. New York: St. Martin's Press. Young, I.M. (1990) Justice and the Politics of Difference. Princeton, NJ: Princeton University Press. Websites http://www.yesterdayland.com/popopedia/s... (Time Crisis synopsis and shots) http://www.dancegames.com/au (Site for a network of fans revealing something about the culture around dancing games) http://www.ddrstyle.com (website of Jason Ho, who connects his dance game performances with pride in his Asian identity). http://www.pong-story.com (The story of Pong, the very first arcade game) Games Dance Dance Revolution, Konami: 1998. Percussion Freaks, Konami: 1999. Pong, Atari: 1972. Time Crisis, Namco: 1996. Links http://www.dancegames.com/au http://www.yesterdayland.com/popopedia/shows/arcade/ag1154.php http://www.pong-story.com http://www.ddrstyle.com Citation reference for this article MLA Style Wilson, Jason A.. "Performance, anxiety" M/C: A Journal of Media and Culture 5.2 (2002). [your date of access] < http://www.media-culture.org.au/0205/performance.php>. Chicago Style Wilson, Jason A., "Performance, anxiety" M/C: A Journal of Media and Culture 5, no. 2 (2002), < http://www.media-culture.org.au/0205/performance.php> ([your date of access]). APA Style Wilson, Jason A.. (2002) Performance, anxiety. M/C: A Journal of Media and Culture 5(2). < http://www.media-culture.org.au/0205/performance.php> ([your date of access]).

Introduction: Game Culture and GenderAs texts with the potential to help mediate specific forms of identity, video games are rich and complex sites for analysis. A tendency, however, still exists in scholarship to treat video games as just another kind of text, and work that explores the expression of masculine identity persists in drawing from cinematic analysis without proper consideration of game design and how these games are played (Triana). For example, insights from studies into horror cinema may illuminate the relationship between players and game systems in survival horror video games (Habel & Kooyman), but further study is needed to explore how people interact with the game.This article aims to build towards a scholarly definition of the term “Power Fantasy”, a concept that seems well established in wider discourse but is not yet well theorised in the scholarly literature. It does so through a case of the most recent reboot of Doom (2016), a game that in its original incarnation established an enduring tradition for high-action Power Fantasy. In the first-person shooter game Doom, the player fills the role of the “Doom Guy”, a faceless hero who shuttles between Earth and Hell with the sole aim of eviscerating demonic hordes as graphically as possible.How, then, do we begin to theorise the kind of automediation that an iconic game text like Doom facilitates? Substantial work has been done to explore player identification in online games (see Taylor; Yee). Shaw (“Rethinking”) suggests that single-player games are unexplored territory compared to the more social spaces of Massively Multiplayer Online games and other multiplayer experiences, but it is important to distinguish between direct identification with the avatar per se and the ways in which the game text mediates broader gender constructions.Abstract theorisation is not enough, though. To effectively understand this kind of automediation we also need a methodology to gain insights into its processes. The final part of this article, therefore, proposes the analysis of “Let’s Play” videos as a kind of gender identity performance which gives insight into the automediation of dominant masculine gender identities through Power Fantasy video games like Doom. This reflexive performance works to denaturalise gender construction rather than reinforce stable hegemonic identities.Power Fantasy and Gender IdentityPower Fantasy has become an established trope in online critiques and discussions of popular culture. It can be simply defined as “character imagines himself taking revenge on his bullies” (TVTropes). This trope takes on special resonance in video games, where the players themselves live out the violent revenge fantasy in the world of the game.The “power fantasy” of games implies escapism and meaninglessness, evoking outsize explosions and equally outsized displays of dominance. A “power gamer” is one who plays with a single-minded determination to win, at the expense of nuance, social relationships between players, or even their own pleasure in play. (Baker)Many examples apply this concept of Power Fantasy in video games: from God of War to Metroid: Prime and Grand Theft Auto, this prevalent trope of game design uses a kind of “agency mechanics” (Habel & Kooyman) to convince the player that they are becoming increasingly skilful in the game, when in reality the game is simply decreasing in difficulty (PBS Digital Studios). The operation of the Power Fantasy trope is also gendered; in a related trope known as “I Just Want To Be a Badass”, “males are somewhat more prone to harbour [the] wish” to feel powerful (TVTropes). More broadly, even though the game world is obviously not real, playing it requires “an investment in and commitment to a type of masculine performance that is based on the Real (particularly if one is interested in ‘winning’, pummelling your opponent, kicking ass, etc.)” (Burrill 2).Indeed, there is a perceived correlation (if not causation) between the widespread presence of Power Fantasy video games and how “game culture as it stands is shot through with sexism, racism, homophobia, and other biases” (Baker). Golding and van Deventer undertake an extended exploration of this disconcerting side of game culture, concluding that games have “become a venue for some of the more unsophisticated forms of patriarchy” (213) evidenced in the highly-publicised GamerGate movement. This saw an alignment between the label of “gamer” and extreme misogyny, abuse and harassment of women and other minorities in the industry.We have, then, a tentative connection between dominant gameplay forms based on high skill that may be loosely characterised as “Power Fantasy” and some of the most virulent toxic gender expressions seen in recent times. More research is needed to gain a clearer understanding of precisely what Power Fantasy is. Baker’s primary argument is that “power” in games can also be characterised as “power to” or “power with”, as well as the more traditional “power over”. Kurt Squire uses the phrase “Power Fantasy” as a castaway framing for a player who seeks an alternative reward to the usual game progression in Sid Meier’s Civilisation. More broadly, much scholarly work concerning gameplay design and gender identity has been focussed on the hot-button question of videogame violence and its connection to real-world violence, a question that this article avoids since it is well covered elsewhere. Here, a better understanding of the mediation of gender identity through Power Fantasy in Doom can help to illuminate how games function as automedia.Auto-Mediating Gender through Performance in Doom (2016) As a franchise, Doom commands near-incomparable respect as a seminal text of the first-person shooter genre. First released in 1993, it set the benchmark for 3D rendered graphics, energetic sound design, and high-paced action gameplay that was visceral and deeply immersive. It is impossible to mention more recent reboots without recourse to its first seminal instalment and related game texts: Kim Justice suggests a personal identification with it in a 29-minute video analysis entitled “A Personal History of Demon Slaughter”. Doom is a cherished game for many players, possibly because it evokes memories of “boyhood” gaming and all its attendant gender identity formation (Burrill).This identification also arises in livestreams and playthroughs of the game. YouTuber and game reviewer Markiplier describes nostalgically and at lengths his formative experiences playing it (and recounts a telling connection with his father who, he explains, introduced him to gaming), saying “Doom is very important to me […] this was the first game that I sat down and played over and over and over again.” In contrast, Wanderbots confesses that he has never really played Doom, but acknowledges its prominent position in the gaming community by designating himself outside the identifying category of “Doom fan”. He states that he has started playing due to “gushing” recommendations from other gamers. The nostalgic personal connection is important, even in absentia.For the most part, the critical and community response to the 2016 version of Doom was approving: Gilroy admits that it “hit all the right power chords”, raising the signature trope in reference to both gameplay and music (a power chord is a particular technique of playing heavy metal guitar often used in heavy metal music). Doom’s Metacritic score is currently a respectable 85, and, the reception is remarkably consistent between critics and players, especially for such a potentially divisive game (Metacritic). Commentators tend to cite its focus on its high action, mobility, immersion, sound design, and general faithfulness to the spirit of the original Doom as reasons for assessments such as “favourite game ever” (Habel). Game critic Yahtzee’s uncharacteristically approving video review in the iconic Zero Punctuation series is very telling in its assessment of the game’s light narrative framing:Doom seems to have a firm understanding of its audience because, while there is a plot going on, the player-character couldn’t give a half an ounce of deep fried shit; if you want to know the plot then pause the game and read all the fluff text in the character and location database, sipping daintily from your pink teacup full of pussy juice, while the game waits patiently for you to strap your bollocks back on and get back in the fray. (Yahtzee)This is a strident expression of the gendered expectations and response to Doom’s narratological refusal, which is here cast as approvingly masculine and opposed to a “feminine” desire for plot or narrative. It also feeds into a discourse which sees the game as one which demands skill, commitment, and an achievement orientation cast within an exclusivist ideology of “toxic meritocracy” (Paul).In addition to examining reception, approaches to understanding how Doom functions as a “Power Fantasy” or “badass” trope could take a variety of forms. It is tempting to undertake a detailed analysis of its design and gameplay, especially since these feed directly into considerations of player interaction. This could direct a critical focus towards gameplay design elements such as traversal and mobility, difficulty settings, “glory kills”, and cinematic techniques in the same vein as Habel and Kooyman’s analysis of survival horror video games in relation to horror cinema. However, Golding and van Deventer warn against a simplistic analysis of decontextualized gameplay (29-30), and there is a much more intriguing possibility hinted at by Harper’s notion of “Play Practice”.It is useful to analyse a theoretical engagement with a video game as a thought-experiment. But with the rise of gaming as spectacle, and particularly gaming as performance through “Let’s Play” livestreams (or video on demand) on platforms such as TwitchTV and YouTube, it becomes possible to analyse embodied performances of the gameplay of such video games. This kind of analysis allows the opportunity for a more nuanced understanding of how such games mediate gender identities. For Judith Butler, gender is not only performed, it is also performative:Because there is neither an “essence” that gender expresses or externalizes nor an objective ideal to which gender aspires, and because gender is not a fact, the various acts of gender create the idea of gender, and without those acts, there would be no gender at all. (214)Let’s Play videos—that show a player playing a game in real time with their commentary overlaying the on screen action—allow us to see the performative aspects of gameplay. Let’s Plays are a highly popular and developing form: they are not simple artefacts by any means, and can be understood as expressive works in their own right (Lee). They are complex and multifaceted, and while they do not necessarily provide direct insights into the player’s perception of their own identification, with sufficient analysis and unpacking they help us to explore both the construction and denaturalisation of gender identity. In this case, we follow Josef Nguyen’s analysis of Let’s Plays as essential for expression of player identity through performance, but instead focus on how some identity construction may narrow rather than expand the diversity range. T.L. Taylor also has a monograph forthcoming in 2018 titled Watch Me Play: Twitch and the Rise of Game Live Streaming, suggesting the time is ripe for such analysis.These performances are clear in ways we have already discussed: for example, both SplatterCat and Markiplier devote significant time to describing their formative experiences playing Doom as a background to their gameplay performance, while Wanderbots is more distanced. There is no doubt that these videos are popular: Markiplier, for example, has attracted nearly 5 million views of his Doom playthrough. If we see gameplay as automediation, though, these videos become useful artefacts for analysis of gendered performance through gameplay.When SplatterCat discovers the suit of armor for the game’s protagonist, Doom Guy, he half-jokingly remarks “let us be all of the Doom Guy that we can possibly be” (3:20). This is an aspirational mantra, a desire for enacting the game’s Power Fantasy. Markiplier speaks at length about his nostalgia for the game, specifically about how his father introduced him to Doom when he was a child, and he expresses hopes that he will again experience “Doom’s original super-fast pace and just pure unadulterated action; Doom Guy is a badass” (4:59). As the action picks up early into the game, Markiplier expresses the exhilaration and adrenaline that accompany performances of this fastpaced, highly mobile kind of gameplay, implying that he is becoming immersed in the character and, by performing Doom Guy, inhabiting the “badass” role and thus enacting a performance of Power Fantasy:Doom guy—and I hope I’m playing Doom guy himself—is just the embodiment of kickass. He destroys everything and he doesn’t give a fuck about what he breaks in the process. (8:45)This performance of gender through the skilled control of Doom Guy is, initially, unambiguously mediated as Power Fantasy: in control, highly skilled, suffused with Paul’s ‘toxic meritocracy. A similar sentiment is expressed in Wanderbots’ playthrough when the player-character dispenses with narrative/conversation by smashing a computer terminal: “Oh I like this guy already! Alright. Doom Guy does not give a shit. It’s like Wolf Blascowicz [sic], but like, plus plus” (Wanderbots). This is a reference to another iconic first-person shooter franchise, Wolfenstein, which also originated in the 1980s and has experienced a recent successful reboot, and which operates in a similar Power Fantasy mode. This close alignment between these two streamers’ performances suggests significant coherence in both genre and gameplay design and the ways in which players engage with the game as a gendered performative space.Nonetheless, there is no simple one-to-one relationship here—there is not enough evidence to argue that this kind of gameplay experience leads directly to the kind of untrammelled misogyny we see in game culture more broadly. While Gabbiadini et al. found evidence in an experimental study that a masculinist ideology combined with violent video game mechanics could lead to a lack of empathy for women and girls who are victims of violence, Ferguson and Donnellan dispute this finding based on poor methodology, arguing that there is no evidence for a causal relationship between gender, game type and lack of empathy for women and girls. This inconclusiveness in the research is mirrored by an ambiguity in the gendered performance of males playing through Doom, where the Power Fantasy is profoundly undercut in multiple ways.Wanderbots’ Doom playthrough is literally titled ‘I have no idea what I’m Dooming’ and he struggles with particular mechanics and relatively simple progression tools early in the game: this reads against masculinist stereotypes of superior and naturalised gameplay skill. Markiplier’s performance of the “badass” Doom Guy is undercut at various stages: in encountering the iconic challenge of the game, he mentions that “I am halfway decent… not that good at video games” (9:58), and on the verge of the protagonist’s death he admits “If I die this early into my first video I’m going to be very disappointed, so I’m going to have to kick it up a notch” (15:30). This suggests that rather than being an unproblematic and simple expression of male power in a fantasy video game world, the gameplay performances of Power Fantasy games are ambiguous and contested, and not always successfully performed via the avatar. They therefore demonstrate a “kind of gender performance [which] will enact and reveal the performativity of gender itself in a way that destabilizes the naturalized categories of identity and desire” (Butler 211). This cuts across the empowered performance of videogame mastery and physical dominance over the game world, and suggests that the automediation of gender identity through playing video games is a complex phenomenon urgently in need of further theorisation.ConclusionUltimately, this kind of analysis of the mediation of hegemonic gender identities is urgent for a cultural product as ubiquitous as video games. The hyper-empowered “badass” digital avatars of Power Fantasy video games can be expected to have some shaping effect on the identities of those who play them, evidenced by the gendered gameplay performance of Doom briefly explored here. This is by no means a simple or unproblematic process, though. Much further research is needed to test the methodological insights possible by using video performances of gameplay as explorations of the auto-mediation of gender identities through video games.ReferencesBaker, Meguey. “Problematizing Power Fantasy.” The Enemy 1.2 (2015). 18 Feb. 2018 <http://theenemyreader.org/problematizing-power-fantasy/>.Burrill, Derrick. Die Tryin’: Video Games, Masculinity, Culture. New York: Peter Lang, 2008.Butler, Judith. Gender Trouble. 10th ed. London: Routledge, 2002.Ferguson, Christopher, and Brent Donellan. “Are Associations between “Sexist” Video Games and Decreased Empathy toward Women Robust? A Reanalysis of Gabbiadini et al. 2016.” Journal of Youth and Adolescence 46.12 (2017): 2446–2459.Gabbiadini, Alessandro, Paolo Riva, Luca Andrighetto, Chiara Volpato, and Brad J. Bushman. “Acting like a Tough Guy: Violent-Sexist Video Games, Identification with Game Characters, Masculine Beliefs, & Empathy for Female Violence Victims.” PloS One 11.4 (2016). 14 Apr. 2018 <http://journals.plos.org/plosone/article?id=10.1371/journal.pone.0152121>.Gilroy, Joab. “Doom: Review.” IGN, 16 May 2016. 22 Feb. 2018 <http://au.ign.com/articles/2016/05/16/doom-review-2?page=1>.Golding, Dan, and Leena van Deventer. Game Changers: From Minecraft to Misogyny, the Fight for the Future of Videogames. South Melbourne: Affirm, 2016.Habel, Chad, and Ben Kooyman. “Agency Mechanics: Gameplay Design in Survival Horror Video Games”. Digital Creativity 25.1 (2014):1-14.Habel, Chad. “Doom: Review (PS4).” Game Truck Australia, 2017. 22 Feb. 2018 <http://www.gametruckaustralia.com.au/review-doom-2016-ps4/>.Harper, Todd. The Culture of Digital Fighting Games: Performance and Practice. London: Routledge, 2013.Kim Justice. “Doom: A Personal History of Demon Slaughter.” YouTube, 16 Jan. 2017. 22 Feb. 2018 <https://www.youtube.com/watch?v=JtvoENhvkys>.Lee, Patrick. “The Best Let’s Play Videos Offer More than Vicarious Playthroughs.” The A.V. Club, 24 Apr. 2015. 22 Feb. 2018 <https://games.avclub.com/the-best-let-s-play-videos-offer-more-than-vicarious-pl-1798279027>.Markiplier. “KNEE-DEEP IN THE DEAD | DOOM – Part 1.” YouTube, 13 May 2016. 21 Feb. 2018 <https://www.youtube.com/watch?v=pCygvprsgIk>.Metacritic. “Doom (PS4).” 22 Feb. 2018 <http://www.metacritic.com/game/playstation-4/doom>.Nguyen, Josef. “Performing as Video Game Players in Let’s Plays.” Transformative Works and Cultures 22 (2016). <http://journal.transformativeworks.org/index.php/twc/article/view/698>.Paul, Christopher. The Toxic Meritocracy of Video Games: Why Gaming Culture Is the Worst. Minneapolis: U of Minnesota P, 2018.PBS Digital Studios. “Do Games Give Us Too Much Power?” 2017. 18 Feb. 2018 <https://www.youtube.com/watch?v=9COt-_3C0xI>.Shaw, Adrienne. “Do You Identify as a Gamer? Gender, Race, Sexuality, and Gamer Identity.” New Media and Society 14.1 (2012): 28-44.———. “Rethinking Game Studies: A Case Study Approach to Video Game Play and Identification.” Critical Studies in Media Communication 30.5 (2013): 347-361.SplatterCatGaming. “DOOM 2016 PC – Gameplay Intro – #01 Let's Play DOOM 2016 Gameplay.” YouTube, 13 May 2016. 21 Feb. 2018 <https://www.youtube.com/watch?v=tusgsunWEIs>.Squire, Kurt. “Open-Ended Video Games: A Model for Developing Learning for the Interactive Age.” The Ecology of Games: Connecting Youth, Games, and Learning. Ed. Katie Salen. Cambridge, MA: MIT P, 2008. 167–198.Boellstorff, Tom, Bonnie Nardi, Celia Pearce, and T.L. Taylor. Ethnography and Virtual Worlds: A Handbook of Method. Princeton, NJ: Princeton UP, 2012.Triana, Benjamin. “Red Dead Maculinity: Constructing a Conceptual Framework for Analysing the Narrative and Message Found in Video Games.” Journal of Games Criticism 2.2 (2015). 12 Apr. 2018 <http://gamescriticism.org/articles/triana-2-2/>.TVTropes. Playing With / Power Fantasy. 18 Feb. 2018 <http://tvtropes.org/pmwiki/pmwiki.php/PlayingWith/PowerFantasy>.———. I Just Want to Be a Badass. 18 Feb. 2018 <http://tvtropes.org/pmwiki/pmwiki.php/Main/IJustWantToBeBadass>.Wanderbots. “Let’s Play Doom (2016) – PC Gameplay Part I – I Have No Idea What I’m Dooming!” YouTube, 18 June 2016. 14 Apr. 2018 <https://www.youtube.com/watch?v=AQSMNhWAf0o>.Yee, Nick. “Maps of Digital Desires: Exploring the Topography of Gender and Play in Online Games.” Beyond Barbie and Mortal Kombat: New Perspectives on Gender and Gaming. Eds. Yasmin B. Kafai, Carrie Heeter, Jill Denner, and Jennifer Sun. Cambridge, MA: MIT P, 2008. 83-96.Yahtzee. “Doom (2016) Review.” Zero Punctuation, 8 June 2016. 14 Apr. 2018 <https://www.youtube.com/watch?v=HQGxC8HKCD4>.

I remember the first time I saw a dead body. I spawned just before dawn; around me engines were clattering into life, the dim silhouettes of tanks beginning to move out in a steady grinding rumble. I could dimly make out a few other people, the anonymity of their shadowy outlines belied by the names hanging over their heads in a comforting blue. Suddenly, a stream of tracers arced across the sky; explosions sounded nearby, then closer still; a tank ahead of me stopped, turned sluggishly, and fired off a couple of rounds, rocking slightly against the recoil. The radio was filled with talk of Germans in the town, but I couldn’t even see the town. I ran toward what looked like the shattered hulk of a building and dived into what I hoped was a doorway. It was already occupied by another Tommy and together we waited for it to get lighter, listening to the rattle of machine guns, the sharp ping as shells ricocheted off steel, the sickening, indescribable, but immediately recognisable sound when they didn’t. Eventually, the other soldier moved out, but I waited for the sun to peek over the nearby hills. Once I was able to see where I was going, I made straight for the command post on the edge of town, and came across a group of allied soldiers standing in a circle. In the centre of the circle lay a dead German soldier, face up. “Well I’ll be damned,” I said aloud; no one else said anything, and the body abruptly faded. I remember the first time I killed someone. I had barely got the Spit V up to 4000 feet when out of the corner of my eye I caught a glimpse of something below me. I dropped the left wing and saw a Stuka making a bee-line for the base. I made a hash of the turn, almost stalling, but he obviously had no idea I was there. I saddled-up on his six, dropping down low to avoid fire from his gunner, and opened up on him. I must have hit him at perfect convergence because he disintegrated, pieces of dismembered airframe raining down on the field below. I circled the field, putting all my concentration into making the landing that would make the kill count, then switched off the engine and sat in the cockpit for a moment, heart pounding. As you can tell, I’ve been in the wars lately. The first example is drawn from the launch of Cornered Rat Software’s WWII Online: Blitzkrieg (2001) while the second is based on a short stint playing Warbirds 3 (2002). Both games are examples of one of the most interesting recent developments in computer and video gaming: the increasing popularity and range of Massively Multiplayer Online Games (MMOGs); other notable examples of historical combat simulation MMOGs include HiTech Creations Aces High (2002) and Jaleco Entertainment’s Fighter Ace 3.5 (2002). For a variety of technical reasons, most popular multiplayer games—particularly first-person shooter (FPS) games such as Doom, Quake, and more recently Medal of Honor: Allied Assault (2002) and Return to Castle Wolfenstein (2001)—are played on player-organised servers that are usually limited to 32 or fewer players; terrain maps are small and rotated every couple of hours on average. MMOGs, by contrast, feature anywhere from hundreds to tens of thousands of players hosted on a handful of company-run servers. The shared virtual geography of these worlds is huge, extending across tens of thousands of square miles; these worlds are also persistent in that they respond dynamically to the actions of players and continue to do so while individual players are offline. As my opening anecdotes demonstrate, the experience of dealing and receiving virtual death is central to massively multiplayer simulations as it is to so many forms of computer games. Yet for an experience is that is so ubiquitous in computer games (and, some would say, even constitutes their experiential core) death is under-theorised. Mainstream culture tends to see computer and console game mayhem according to a rigid desensitisation argument: the experience of repeatedly killing other players online leads to a gradual erosion of the individual moral sense which makes players more likely to countenance killing people in the real world. Nowhere was this argument more in evidence that in the wake of the murder of fifteen students by Dylan Klebold and Eric Harris at Columbine High School in Littleton, Colorado on April 20, 1999. The discovery that the two boys were enthusiastic players of Id Software’s Doom and Quake resulted in an avalanche of hysterical news stories that charged computer games with a number of evils: eroding kids’ ability to distinguish fantasy from reality, encouraging them to imitate the actions represented in the games, and immuring them to the real-world consequences of violence. These claims were hardly new, and had in fact been directed at any number of violent popular entertainment genres over the years. What was new was the claim that the interactive nature of FPS games rendered them a form of simulated weapons training. What was also striking about the discourse surrounding the Littleton shooting was just how little the journalists covering the story knew about computer, console and arcade games. Nevertheless, their approach to the issue encouraged readers to see games as having real life analogs. Media discussion of the event also reinforced the notion of a connection with military training techniques, making extensive use of Lt. Col. (ret) David Grossman, a former Army ranger and psychologist who led the charge in claiming that games were “mass-murder simulators” (Gittrich, AA06). This controversy over the role of violent computer games in the Columbine murders is part of a larger cultural discourse that adopts the logical fallacy characteristic of moral panics: coincidence equals causation. Yet the impoverished discussion of online death and destruction is also due in no small measure to an entrenched hostility toward popular entertainment as a whole, a hostility that is evident even in the work of some academic critics who study popular culture. Andrew Darley, for example, argues that, never has the flattening of meaning or depth in the traditional aesthetic sense of these words been so pronounced as in the action-simulation genres of the computer game: here, aesthetic experience is tied directly to the purely sensational and allied to tests of physical dexterity (143). In this view, the repeated experience of death is merely a part of the overall texture of a form characterised not so much by narrative as by compulsive repetition. More generally, computer games are seen by many critics as the pernicious, paradigmatic instance of the colonisation of individual consciousness by cultural spectacle. According to this Frankfurt school-influenced critique (most frequently associated with the work of Guy Debord), spectacle serves both to mystify and pacify its audience: The more the technology opens up narrative possibilities, the less there is for the audience to do. [. . .]. When the spectacle conceals the practice of the artists who create it, it [announces]…itself as an expression of a universe beyond human volition and effort (Filewood 24). In supposedly sapping its audience’s critical faculties by bombarding them with a technological assault whose only purpose is to instantiate a deterministic worldview, spectacle is seen by its critics as exemplifying the work of capitalist ideology which teaches people not to question the world around them by establishing, in Althusser’s famous phrase, an “imaginary relationship of individuals to their real conditions of their existence” (162). The desensitisation thesis is thus part of a larger discourse that considers computer games paradoxically to be both escapist and as having real-world effects. With regard to online death, neo-Marxism meets neo-Freudianism: players are seen as hooked on the thrill not only of destroying others but also of self-destruction. Death is thus considered the terminus of all narrative possibility, and the participation of individuals in fantasy-death and mayhem is seen to lead inevitably to several kinds of cultural death: the death of “family values,” the death of community, the death of individual responsibility, and—given the characterisation of FPS games in particular as lacking in plot and characterisation—the death of storytelling. However, it is less productive to approach computer, arcade and console games as vehicles for force-feeding content with pre-determined cultural effects than it is to understand them as venues within and around which players stage a variety of theatrical performances. Thus even the bêtes noire of the mainstream media, first-person shooters, serve as vehicles for a variety of interactions ranging from the design of new sounds, graphics and levels, new “skins” for player characters, the formation of “tribes” or “clans” that fight and socialise together, and the creation of elaborate fan fictions. This idea that narrative does not simply “happen” within the immediate experience of playing the game, but is in fact produced by a dynamic interplay of interactions for which the game serves as a focus, also suggests a very different way of looking at the role of death online. Far from being the logical endpoint, the inevitable terminus of all narrative possibility, death becomes the indispensable starting point for narrative. In single-player games, for example, the existence of the simple “save game” function—differing from simply putting the game board to one side in that the save function allows the preservation of the game world in multiple temporal states—generates much of the narrative and dramatic range of computer games. Generally a player saves the game because he or she is facing an obstacle that may result in death; saving the game at that point allows the player to investigate alternatives. Thus, the ever-present possibility of death in the game world becomes the origin of all narratives based on forward investigation. In multiplayer and MMOG environments, where the players have no control over the save game state, it is nevertheless the possibility of a mode of forward projection that gives the experience its dramatic intensity. Flight simulation games in particular are notoriously difficult to master; the experience of serial death, therefore, becomes the necessary condition for honing your flying skills, trying out different tactics in a variety of combat situations, trying similar tactics in different aircraft, and so on. The experience of online death creates a powerful narrative impulse, and not only in those situations where death is serialised and guaranteed. A sizable proportion of the flight sim communities of both Warbirds and Aces High participate in specially designed scenario events that replicate a specific historical air combat event (the Battle of Britain, the Coral Sea, USAAF bomber operations in Europe, etc.) as closely as possible. What makes these scenarios so compelling for many players is that they are generally “one life” events: once the player is dead, they are out for the rest of the event and this creates an intense experience that is completely unlike flying in the everyday free-for-all arenas. The desensitisation thesis notwithstanding, there is little evidence that this narrative investment in death produces a more casual attitude toward real-life death amongst MMOG players. For example, when real-world death intrudes, simulation players often reach for the same rituals of comfort and acknowledgement that are employed offline. Recently, when an Aces High player died unexpectedly of heart failure at the age of 35, his squadron held an elaborate memorial event in his honor. Over a hundred players bailed out over an aerodrome—bailing out is the only way that a player in Aces High can acquire a virtual human body—and lined the edges of the runway as members of the dead player’s squad flew the missing man formation overhead (GrimmCAF). The insistence upon bodily presence in the context of a classic military ceremony marking irrecoverable absence suggests the way in which the connections between real and virtual worlds are experienced by players: as tensions, but also as points where identities are negotiated. This example does not seem to indicate that everyday familiarity with virtual death has dulled the players’ sensibilities to the sorrow and loss accompanying death in the real world. I began this article talking about death in simulation MMOGs for a number of reasons. In the first place, MMOGs are more commonly identified with their role-playing examples (MMORPGs) such as Ultima Online and Everquest, games that focus on virtual community-building and exploration in addition to violence and conquest. By contrast, simulation games tend to be seen as having more in common with first-person shooters like Quake, in the way in which they foreground the experience of serial death. Secondly, it is precisely the connection between simulation and death that makes games in general (as I demonstrated in relation to the media coverage of the Columbine murders) so problematic. In response, I would argue that one of the most interesting aspects of computer games recently has been the degree to which generic distinctions have been breaking down. MMORPGs, which had their roots in the Dungeons and Dragons gaming world, and the text-based world of MUDs and MOOs have since developed sophisticated third-person and even first-person representational styles to facilitate both peaceful character interactions and combat. Likewise, first-person shooters have begun to add role-playing elements (see, for example, Looking Glass Studios’ superb System Shock 2 (1999) or Lucasarts' Jedi Knight series). This trend has also been incorporated into simulation MMOGs: World War II Online includes a rudimentary set of character-tracking features, and Aces High has just announced a more ambitious expansion whose major focus will be the incorporation of role-playing elements. I feel that MMOGs in particular are all evolving towards a state that I would describe as “simulance:” simulations that, while they may be associated with a nominal representational reality, are increasingly about exploring the narrative possibilities, the mechanisms of theatrical engagement for self and community of simulation itself. Increasingly, none of the terms "simulation,” "role-playing" or indeed “game” quite captures the texture of these evolving experiences. In their complex engagement with both scripted and extemporaneous narrative, the players have more in common with period re-enactors; the immersive power of a well-designed flight simulator scenario produces a feeling in players akin to the “period rush” experienced by battlefield re-enactors, the frisson between awareness of playing a role and surrendering completely to the momentary power of its illusory reality. What troubles critics about simulations (and what also blinds them to the narrative complexity in other forms of computer games) is that they are indeed not simply examples of re-enactment —a re-staging of supposedly real events—but a generative form of narrative enactment. Computer games, particularly large-scale online games, provide a powerful set of theatrical tools with which players and player communities can help shape narratives and deepen their own narrative investment. Obviously, they are not isolated from real-world cultural factors that shape and constrain narrative possibility. However, we are starting to see the way in which the games use the idea of virtual death as the generative force for new storytelling frameworks based, in Filewood’s terms, on forward investigation. As games begin to move out of their incunabular state, they may contribute to the re-shaping of culture and consciousness, as other narrative platforms have done. Far from causing the downfall of civilisation, game-based narratives may bring with them a greater cultural awareness of simultaneous narrative possibility, of the past as sets of contingent phenomena, and a greater attention to practical, hands-on experimental problem-solving. It would be ironic, but no great surprise, if a form built around the creative possibilities inherent in serial death in fact made us more attentive to the rich alternative possibilities of living. Works Cited Aces High. HiTech Creations, 2002. http://www.bartleby.com/201/1.html Althusser, Louis. “Ideology and Ideological State Apparatuses (Notes Toward an Investigation).” Lenin and Philosophy and Other Essays. By Louis Althusser, trans. Ben Brewster. New York, 1971. 127-86. Barry, Ellen. “Games Feared as Youths’ Basic Training; Industry, Valued as Aid to Soldiers, on Defensive.” The Boston Globe 29 Apr 1999: A1. LexisNexis. Feb. 7, 2003. Cornered Rat Software. World War II Online: Blitzkrieg. Strategy First, 2001. http://www.wwiionline.com/ Darley, Andrew. Visual Digital Culture: Surface Play and Spectacle in New Media Genres. London: Routledge, 2000. Debord, Guy. The Society of the Spectacle. Donald Nicholson-Smith. New York: Zone Books, 1994. 1967. Der Derian, James. “The Simulation Syndrome: From War Games to Game Wars.” Social Text 8.2 (1990): 187-92. Filewood, Alan. “C:\Games\Dramaturgy: The Cybertheatre of Computer Games.” Canadian Theatre Review 81 (Winter 1994): 24-28. Gittrich, Greg. “Expert Differs with Kids over Video Game Effects.” The Denver Post 27 Apr 1999: AA-06. LexisNexis. Feb. 7 2003. GrimmCAF. “MojoCAF’s Memorial Flight.” Aces High BB, 13 Dec. 2002. http://www.hitechcreations.com/forums/sh... IEntertainment Network. Warbirds III. Simon and Schuster Interactive, 2002.http://www.totalsims.com/index.php?url=w... Jenkins, Henry, comp. “Voices from the Combat Zone: Game Grrlz Talk Back.” From Barbie to Mortal Kombat: Gender and Computer Games. Ed. Justine Cassell and Henry Jenkins. Cambridge, Massachusetts: MIT P, 1998. 328-41. Lieberman, Joseph I. “The Social Impact of Music Violence.” Statement Before the Governmental Affairs Committee Subcommittee on Oversight, 1997. http://www.senate.gov/member/ct/lieberma... Feb. 7 2003. Murray, Janet H. Hamlet on the Holodeck: The Future of Narrative in Cyberspace. New York: Free, 1997. Poole, Steven. Trigger Happy: Videogames and the Entertainment Revolution. New York: Arcade Publishing, 2000. Pyro. “AH2 FAQ.” Aces High BB, 29 Jan. 2003. Internet. http://www.hitechcreations.com/forums/sh... Feb. 8 2003. Links http://www.wwiionline.com/ http://www.idsoftware.com/games/doom/ http://www.hitechcreations.com/ http://www.totalsims.com/index.php?url=wbiii/content_home.php http://www.hitechcreations.com/forums/showthread.php?s=&amp;amp;amp;amp;amp;threadid=77265 http://www.senate.gov/member/ct/lieberman/releases/r110697c.html http://www.idsoftware.com/games/wolfenstein http://www.idsoftware.com/games/quake/ http://www.ea.com/eagames/official/moh_alliedassault/home.jsp http://www.jaleco.com/fighterace/index.html http://www.bartleby.com/201/1.html http://www.hitechcreations.com/forums/showthread.php?s=&amp;amp;amp;amp;amp;threadid=72560 Citation reference for this article Substitute your date of access for Dn Month Year etc... MLA Style Mullen, Mark. "It Was Not Death for I Stood Up…and Fragged the Dumb-Ass MoFo Who'd Wasted Me" M/C: A Journal of Media and Culture 6.1 (2003). Dn Month Year < http://www.media-culture.org.au/0302/03-itwasnotdeath.php>. APA Style Mullen, M., (2003, Feb 26). It Was Not Death for I Stood Up…and Fragged the Dumb-Ass MoFo Who'd Wasted Me. M/C: A Journal of Media and Culture, 6,(1). Retrieved Month Dn, Year, from http://www.media-culture.org.au/0302/03-itwasnotdeath.html