Journal articles on the topic 'Cartoon characters Web sites'

As part of a guidelines standardization effort, a company wanted to know what customers think a “good” button looks like for web sites. A study was conducted with 63 participants that had them rank-order four existing button designs and then asked follow-up questions about their preference for several button characteristics. Results show that participants preferred bold text for labels, dark characters on a lighter background, rounded corners, and the button and page background colors to be different. One of the four designs was preferred over the other three, even though it embodied only three of the four preferred characteristics. The horizontal ordering of button pairs was also investigated. Participants preferred Save to the left of Cancel and Next to the right of Back, but did not indicate a preference for Continue with respect to Cancel. Possible reasons for these findings and future research topics are discussed.

Abstract Introduction Social media platforms such as YouTube provide largely unregulated opportunities for covert tobacco product placement that immerse viewers in evolving narratives and surrounding fan-created material. A Winfield Blues product placement appeared in series 3 of The Big Lez Show, a “crude comedy,” DIY animation web series that has garnered more than 70 million views. Methods We used a netnographic approach that adapts the traditional, in-person participant observation techniques of ethnography to investigate this online fan and associated paratexts, and conducted a frame-by-frame analysis of the most pertinent 12 minutes and 5 seconds of animation, and 250 pages of paratexts. Results The Big Lez show links “Winnie Blues” to seemingly authentic virtual content, including memes, merchandise, discussion groups, and even smartphone apps. These para, or secondary texts, surround the original content, provide opportunities for brand co-creation in online fan forums, and integrate tobacco brands in everyday life. Conclusions The Big Lez Show integrates Winnie Blues with popular culture and raises important questions about how social media facilitates tobacco product placement. Policy responses include encouraging social media platforms to include tobacco within webmaster guidelines and requiring site owners to demonstrate their content reaches only those legally able to purchase tobacco. Implications Contemporary entertainment using social media platforms can create immersive contexts that present an elusive and ongoing challenge to tobacco control policies. The Big Lez Show’s use of the Winnie Blues brand imagery spawned memes, merchandise, and smartphone apps that amplified the brand’s reach and connection with young people. Policy responses include stronger requirements that webmasters include tobacco product placement within their guidelines or requirements that site owners featuring tobacco imagery demonstrate their sites do not reach those aged below the age at which tobacco may be legally purchased.

This article examines Cold War icons transfigured in new media ecology by looking at the South Korean webtoon (web cartoon) Secretly, Greatly. In featuring the superfluous existence of kanch’ŏp (North Korean spies) dispatched to the South, the graphic narrative interweaves the legacy of national division with the sensibilities of the millennial generation. Feeling that their lives are rendered ingyŏ (surplus) under neoliberal governance, the precarious youth empathetically relate to the history-laden image of spies, whose belonging in society has been disavowed or forsaken. Appropriating earlier aesthetic conventions, Secretly, Greatly thus offers content and a channel through which the surplus generation can express and share their sense of misplacement in the present. In addressing such remediation of inherited memories, this study critically attends to the webtoon’s formal qualities that evoke affective engagement and connective practices in the digital space. By fostering multisensory interactions with the kanch’ŏp-ingyŏ personas on the screen, the graphic power of comics invites the viewer to participate in the characters’ boundary-crossing movements against the geopolitical backdrop of divided Korea. Nonetheless, the webtoon ultimately leaves the survival of North Korean others beyond the realm of the visible because their ordinary coexistence in the South is yet to be imagined.

Te article analyses ciberdemocracy as a new phenomenon that emerged in the Spanish society in the 21st century. Te development of digital technologies and ICT’s (in particular, Internet), which is substantiated by the statistics for the last decade provided by the Spanish National Institute of Statistics and the comparative analysis of data for 2008 and 2016, created new political instruments and means of getting ideas benefcial to certain political groups across to the electorate. Not only do linguists research into this phenomenon but also the Spanish Government. Te article presents characteristic features of ciberdemocracy, gives its defnition on the basis of those provided by Spanish authors and suggests a fgure that illustrates a systemic functioning of ciberdemocracy. Te influence of the new phenomenon on the Spanish language is analysed from the point of view of social and cognitive linguistics: the emergence of NetSpeak, neologisms, the penetration of emotive lexis into messages due to the limited characters number for one message or post in social netwoks or web-sites, as well as new manipulative instruments of journalese discourse to exercise affect on the audience. Te article contains ideas of possible further changes in the Spanish language due to ciberdemocracy.

Increasing concerns about security and privacy have raised the bar for interest in ways to protect information. Although newer approaches include face recognition, the use of passwords is commonly used today as the best approach for protecting data. Web sites, software programs, financial institutions universities, and many commercial stores are requiring that a password include the following attributes: consist of a fixed number of characters, include numbers and letters, special characters and lower and upper case letters. In addition, repetition of a password is not allowed, i.e. the updated password must be original to the user. These circumstances are just a few of the requirements that have made generating a password somewhat of a challenge. Many institutions also require changing a password on a regular schedule. The growth of the use of password coupled with the frequency of changing these codes have made the creation and use of passwords a challenging necessity. This paper explores how students view and use password protection. One of the questions addressed in this research is: Do student attitudes toward password protection impact how passwords are used? Another inquiry discussed in this paper is perception of the importance of the use of passwords. Interest in using an automated tool to facilitate use of password protection is also explored. Evidence connecting the use of passwords and the habits developed by undergraduates in protecting their information are also explored in this paper. Some of the questions addressed in this research include the following: How many web sites do you visit that require a password? Given the following classifications: personal banking, social networking, shopping, and gaming, how many websites of each type do you use that require passwords? How do you view the importance of password security? How many passwords do you use? How often do you change your password(s) voluntarily? How often do you change your password(s) because you are required to? Do you find it challenging to change your passwords, given many sites requirements, to include a capital letter, symbol or other character? Are you familiar with any software that aids in creation and/or saving of your personal passwords? If so, which software? Would you be interested in such a tool, if you arent familiar with one? Of the following devices: desktop, iPad, laptop, and cell phone, how would you rate the importance of securing them with password protection? The findings of the survey help to understand the perspective of todays students and how to address the critical need to secure their passwords. The consequence of misapplying a password can lead to frustration, loss of information, and delays in accessing data. The practice of employing an automated password tool is seen as a solution to the complexities of creating and applying passwords. This research contributes to understanding some of the attitudes and habits of students in their use of passwords. Approximately 94% of the respondents to the survey felt that password protection was important. The perception of the degree of trouble of changing password was almost evenly divided between a high level of difficult and a low level of difficulty among the students surveyed. The majority of students in the study (57%) are interested in learning about a software tool to automate password management. In terms of the relationships between the perceptions and the behaviors reported in the survey, it was found that there is a significant relationship between the number of sites requiring passwords and the use of passwords. There was also a significant relationship between the difficulty in changing passwords and interest in an automated tool.

Sentiment analysis on Twitter data has paying more attention recently. The system’s key feature, is the immediate communication with other users in an easy, fast way and user-friendly too. Sentiment analysis is the process of identifying and classifying opinions or sentiments expressed in source text. There is a huge volume of data present in the web for internet users and a lot of data is generated per second due to the growth and advancement of web technology. Nowadays, Internet has become best platform to share everyone's opinion, to exchange ideas and to learn online. People are using social network sites like facebook, twitter and it has gained more popularity among them to share their views and pass messages about some topics around the world. As tweets, notices and blog entries, the online networking is producing a tremendous measure of conclusion rich information. This client produced assumption examination information is extremely helpful in knowing the supposition of the general population swarm. At the point when contrasted with general supposition investigation the twitter assumption examination is much troublesome because of its slang words and incorrect spellings. Twitter permits 140 as the most extreme cutoff of characters per message. The two procedures that are mostly utilized for content examination is information base approach and machine learning approach. In this paper, we investigated the twitter created posts utilizing Machine Learning approach. Performing assumption examination in a particular area, is to distinguish the impact of space data in notion grouping. we ordered the tweets as constructive, pessimistic and separate diverse people groups' data about that specific space. In this paper, we developed a novel method for sentiment learning using the Spark coreNLP framework. Our method exploits the hashtags and emoticons inside a tweet, as sentiment labels, and proceeds to a classification procedure of diverse sentiment types in a parallel and distributed manner.

The use of computer programs in breaching web site security is common today. CAPTCHA (Completely Automated Public Turing test to tell Computers and Humans Apart) and human interaction proofs are the cost-effective solution to these kinds of computer attacks on web sites. These CAPTCHAs are available in many forms, such as those based on text, images and audio. A CAPTCHA must be secure enough that it cannot be broken by a computer program, and it must be usable enough that humans can easily understand it. The most popular is the text-based scheme. Most text-based CAPTCHAs are based on the English language and are not usable by the native people of India. Research has proven that native people are more comfortable with native language–based CAPTCHA. Devanagari-based CAPTCHAs are also available, but the security aspect has not been tested. Unfortunately, English language–based CAPTCHAs are successfully broken. Therefore, it is important to test the security of Devanagari script-based CAPTCHAs. We picked five unique monochrome CAPTCHAs and five unique greyscale CAPTCHAs for testing security. We achieved 88.13% to 97.6% segmentation rates on these schemes and generated six types of features for these segmented characters, such as raw pixels, zoning, projection, Scale-Invariant Feature Transform (SIFT), Speeded-Up Robust Features (SURF) and Oriented Fast and Rotated BRIEF (ORB). For classification, we used three classifiers for comparative analyses. Using k-Nearest Neighbour (k-NN), Support Vector Machine (SVM) and Random Forest, we achieved high recognition on monochrome and greyscale schemes. For monochrome Devanagari CAPTCHAs, the recognition rate of k-NN ranges from 64.78% to 82.39%, SVM ranges from 76.46% to 91.34% and Random Forest ranges from 80.34% to 91.28%. For greyscale Devanagari CAPTCHAs, the recognition rate of k-NN ranges from 67.52% to 85.47%, SVM ranges from 76.9% to 91.71% and Random Forest ranges from 83.07% to 92.13%. We achieved a breaking rate for monochrome schemes of 66% to 85% and for greyscale schemes of 73% to 93%.

Background. Natural human psychological phenomena, such as depression, anxiety, delusions, hallucinations and dementia, are documented across the ages in both fictional and non-fictional works. We asked whether ‘dissociative amnesia’ was similarly documented throughout history.Method. We advertised in three languages on more than 30 Internet web sites and discussion groups, and also in print, offering US$1000 to the first individual who could find a case of dissociative amnesia for a traumatic event in any fictional or non-fictional work before 1800.Results. Our search generated more than 100 replies; it produced numerous examples of ordinary forgetfulness, infantile amnesia and biological amnesia throughout works in English, other European languages, Latin, Greek, Arabic, Sanskrit and Chinese before 1800, but no descriptions of individuals showing dissociative amnesia for a traumatic event.Conclusions. If dissociative amnesia for traumatic events were a natural psychological phenomenon, an innate capacity of the brain, then throughout the millennia before 1800, individuals would presumably have witnessed such cases and portrayed them in non-fictional works or in fictional characters. The absence of cases before 1800 cannot reasonably be explained by arguing that our ancestors understood or described psychological phenomena so differently as to make them unrecognizable to modern readers because spontaneous complete amnesia for a major traumatic event, in an otherwise lucid individual, is so graphic that it would be recognizable even through a dense veil of cultural interpretation. Therefore, it appears that dissociative amnesia is not a natural neuropsychological phenomenon, but instead a culture-bound syndrome, dating from the nineteenth century.

Comic strips can be used as a style of visualization on a human–computer interface because they can represent a wide variety of affairs with contexts or time series. This paper describes two systems for sharing personal context as comic strips: ComicDiary and Comic-FOAF-Viewer. Both the systems depict personal experiences or profiles including personal relationships in their comic strips and hyperlinks among related comics based on other characters in the story. ComicDiary allegorizes individual episodes that happen during touring exhibitions by creating a comic from a user's touring records accumulated from personal guidance systems and environmental facts, e.g., social events. For example, a ComicDiary might show a user's personal diary during a Japanese academic conference. The comic describes where the conference was held, the most interesting presentations, what happened, and so on. Exhibitions are places visited by people of all generations. Comic representation of a personal diary with amiable expressions fits such places. The comic strip is automatically generated, composed of 12 frames, and shown as a diary. Users can view their diaries at information kiosks located at exhibition sites. Friend of a Friend (FOAF), which is an XML/RDF application for expressing personal information and relationships, has attracted attention from Web developers because its files can describe human-centered networks such as Social Network Service (SNS). Current FOAF visualization tools utilize graphs or tables; however, it is difficult to represent a variety of relations. Comic-FOAF-Viewer aims to represent the multifarious relations and personal information that FOAF has to offer for surfing interfaces in FOAF networks.

Background No treatment for COVID-19 is yet available; therefore, providing access to information about SARS-CoV-2, the transmission route of the virus, and ways to prevent the spread of infection is a critical sanitary measure worldwide. Serious games have advantages in the dissemination of reliable information during the pandemic; they can provide qualified content while offering interactivity to the user, and they have great reach over the internet. Objective This study aimed to develop a serious game with the purpose of providing science-based information on the prevention of COVID-19 and personal care during the pandemic while assessing players’ knowledge about COVID-19–related topics. Methods The study was conducted with the interdisciplinary collaboration of specialists in health sciences, computing, and design at the Federal University of Minas Gerais, Brazil. The health recommendations were grouped into six thematic blocks, presented in a quiz format. The software languages were based on the progressive web app development methodology with the Ionic framework, JavaScript, HTML5, cascading style sheets, and TypeScript (Angular). Open data reports of how users interact with the serious game were obtained using the Google Analytics application programming interface. The visual identity, logo, infographics, and icons were carefully developed by considering a selection of colors, typography, sounds, and images that are suitable for young audiences. Cards with cartoon characters were introduced at the end of each thematic topic to interact with the player, reinforcing their correct answers or alerting them to the need to learn more about the disease. The players’ performance was assessed by the rate of incorrect and correct answers and analyzed by linear correlation coefficient over 7 weeks. The agile SCRUM development methodology enabled quick and daily interactions of developers through a webchat and sequential team meetings. Results The game “COVID-19–Did You Know?” was made available for free on a public university website on April 1, 2020. The game had been accessed 17,571 times as of September 2020. Dissemination actions such as reports on social media and television showed a temporal correspondence with the access number. The players’ error rate in the topic “Mask” showed a negative trend (r=–.83; P=.01) over the weeks of follow-up. The other topics showed no significant trend over the weeks. Conclusions The gamification strategy for health education content on the theme of COVID-19 reached a young audience, which is considered to be a priority in the strategy of orientation toward social distancing. Specific educational reinforcement measures were proposed and implemented based on the players’ performance. The improvement in the users’ performance on the topic about the use of masks may reflect an increase in information about or adherence to mask use over time.

<p><strong>Abstract.</strong> Visual variables are the fundamental notion for the transcription of information or data into visual representation (Bertin, 1967). But if we introduce the notion of manipulation and communication of the visual representation, various situations will appear (Morita, 2011, 2018). Nowadays, we use many context-based cartographic communications in our information society using a network system, computer and mobile devices. In this context, information and communication are driven dynamically in response to the necessity of one’s activity in the real world. In cartographic communication, there are two levels of context. One is within the cartographic representation: the relationships between cartographic symbols on a map and the figure and background composed of symbols. The other context is map use: the relationship between a map and its surrounding environment in a specific situation of map use. Cartographic symbols are represented through the use of visual variables. But in context-based visual communication, visual variables have to be combined with other notions of visual manipulation for efficient representation. In the case of, for example, the scale selection, the synthesis of different visual variables, and the use of ideogrammatic symbols, complementary guidelines − especially regarding what you should not do − are needed for the practice of design process. What are the elements to be considered to this end?</p><p>If the scale of map has to be changed, the problem of what is called ‘generalization’ will appear. The difference between zoom in/out and a scale change of more than ten times should be well recognized. In the latter case, signification of what is being represented might be changed. Name placement also has the same character. Each name has its own territory and they are arranged in a hierarchical structure. The most common inconvenience is the overlapping and congestion of symbols and letters. In a bad case, it is impossible to extract meanings from the dumpling zone, furthermore meaningless areas become no more than “noise”? Very often we meet this phenomenon in the application software of web-mapping (Figure 1).</p><p>If the symbol has to incorporate both quantitative and qualitative meanings, this is possible by using composite symbols of visual variables, size and color, for example. But what about other combinations? For relief representation, contour lines is a basic method but layer tint is also used. In the latter case, the contour band is tinted by the combination of colour and value. For colour selection, it is necessary to have a design policy the section of which should be emphasized. In Tanaka Kitiro’s method (Tanaka, 1950), the contour band is shaded by lighting from the upper left (Figure 2). The shading uses human intuition to perceive the concave and convex of a relief, which contributes to the understanding of the basic context of spatial structure.</p><p>If the symbol is nominal or qualitative and to minimize the action of having to refer to the legend, ideogrammatic symbol could be useful instead of abstract ones. But the design of ideogrammatic symbols depends considerably on cultural tradition as well as the surrounding physical environment. Symbols of industrial equipment are rather similar − a wind power plant (Figure 3), for example − but cultural places, such as religious sites, are different in each country. Since there might not be a universal solution, it is desirable at least to know what others do. If we can establish an intermediate language for each symbol, it might be possible to translate instantly between symbols using a symbol dictionary through a system.</p><p>In visual variables, the principal notion is developed in the form of a matrix composed of six variables − size, value, texture, colour, orientation and shape − and three geometrical characters: point, line, and zone. With this, the characteristics of abstract symbols are described. But if we introduce the notion of scales, composite symbols, and ideogrammatic symbols, elements of context and design need to be considered in order to build a map quickly and for it to be easily understandable.</p>

Swine semantics erupted into a linguistic battle between the two U.S. presidential candidates in the 2008 campaign over a lesser-known colloquialism “lipstick on a pig” reference in a speech by then Democratic presidential candidate, Barack Obama. This resulted in the Republicans sparring with the Democrats over the identification of the “swine” in question, claiming “sexism” and demanding an apology on behalf of then Governor Sarah Palin, the first female Republican vice presidential candidate. The Republican Party, fearful of being criticised for its own sexist and racist views (Kuhn par. 1), seized the opportunity to attack the Democrats with a proactive media campaign that made the lipstick comment a lead story in the media during a critical time less than two months before the election, derailing more serious campaign issues and focusing attention on Palin, who had just made her national political debut and whose level of experience was widely debated. Leskovec, Backstrom, and Kleinberg conducted a meme-tracking study for analysing news-cycle phrases in approximately 90 million stories from 1.6 million online sites spanning mainstream news to blogs during the final three months of the U.S. presidential election (1). They discovered that “lipstick on a pig” was “stickier” than other phrases and received “unexpectedly high popularity” (4). A simple Google search of “lipstick on a pig” resulted in 244,000 results, with more than half originating in 2008. Obama’s “Lipstick on a Pig” Reference During the final rounds of the 2008 U.S. presidential campaign, Democratic presidential candidate Barack Obama’s words at a widely televised campaign stop in Lebanon, Virginia, on 9 September, sparked a linguistic debate between the two major American political parties 56 days before Election Day. Obama attempted to debunk McCain’s strategy about change in the following statement:John McCain says he’s about change, too. [...] And so I guess his whole angle is, watch out, George Bush. Except for economic policy, healthcare policy, tax policy, education policy, foreign policy, and Karl Rove-style politics [...] That’s not change. That’s just calling some—the same thing, something different. But you know [...] you can put [...] lipstick on a pig. It’s still a pig (“Obama’s Take”).A reporter from The New York Times commented that it was clear to the audience that Obama’s “lipstick” phrase was a direct reference to McCain’s policies (Zeleny par. 5). Known as a well-educated, articulate speaker, perhaps one considered too professorial for mainstream America, Obama attempted to inject more folksy language and humour into his dialogue with the public. However, the Republicans interpreted the metaphor quite differently. Republicans Claim “Sexism” from a “Male Chauvinist Pig” The Republican contender John McCain and his entourage immediately took offence, claiming that the “pig” in question was a sexist comment referring to Palin, who was introduced on 29 August as the first female vice presidential candidate on the Republican ticket (“VP Pick”). A Republican National Committee spokeswoman quickly told the media, “Sarah Palin’s maverick record of reform doesn’t need any ‘dressing up,’ but the Obama campaign’s condescending commentary deserves some dressing down” (Chozick par. 8). McCain’s camp formed the Palin Truth Squad with 54 Republican women, primarily lawyers and politicians, on the same day as the metaphor was used, to counter negative media and Internet commentary about Palin (Harper A13). Almost immediately after Obama’s “lipstick” comment, McCain’s camp conducted a conference call with journalists and former Massachusetts Governor Jane Swift, a Republican and chair of the Palin Truth Squad, who stated the lipstick comment referred to Palin, “the only one of the four—the presidential and vice presidential candidates—who wears lipstick” (Kornblut and Shear par. 12). Another member of the Squad, Thelma Drake, then a Republican Representative from Virginia, said that “it’s hard for Barack Obama to paint himself as the agent of change if he harbors the same mindset that Palin and millions of women just like her, have been fighting against their whole lives” (Applegate par. 8). Swift and others also claimed Obama was referring to Palin since she had herself used a lipstick metaphor during her Republican National Convention speech, 3 Sepember: “I love those hockey moms. You know, they say the difference between a hockey mom and a pit bull? Lipstick” (“Palin’s Speech” par. 26). The Republicans also created an anti-Obama Web ad with the theme, “Ready to Lead? No. Ready to Smear? Yes,“ (Weisman and Slevin A01) with a compilation of video clips of Palin’s “lipstick” joke, followed by the latter part of Obama's “lipstick” speech, and CBS News anchorwoman, Katie Couric, talking about “sexism” in politics, that latter of which referred to an older clip referring to Hillary Clinton’s campaign for the White House. Both clips on Obama and Couric were taken out of context. CBS retaliated and released a statement that the network “does not endorse any candidate” and that “any use of CBS personnel in political advertising that suggests the contrary is misleading” (Silva par. 8). YouTube pulled the Republican Web ads stating that the cause was “due to a copyright claim” (Silva par. 7). Another porcine phrase became linked to Obama—“male chauvinist pig”—an expression that evolved as an outgrowth of the feminist movement in the 1960s and first appeared with the third word, “pig,” in the media in 1970 (Mansbridge and Flaster 261). BlogHer, a blog for women, posted “Liberal Chauvinist Pigs,” on the same day as Obama's speech, asking: “Does the expression male chauvinist pig come to mind?” (Leary par. 5) Other conservative blogs also reflected on this question, painting Obama as a male chauvinist pig, and chastising both the liberal media and the Democrats for questioning Palin’s credentials as a viable vice presidential candidate. Obama “Sexist Pig Gear” protest tee-shirts, buttons, and bumper stickers were sold online by Zazzle.com. Democratic Response to “Controversy” During a campaign stop in Norfolk, Virginia, the day after his “lipstick” comment, Obama called the Republican backlash the “latest made-up controversy by the John McCain campaign” and appealed for a return to more serious topics with “enough” of “foolish diversions” (“Obama Hits”). He stated that the Republicans “seize on an innocent remark, try to take it out of context, throw up an outrageous ad, because they know it’s catnip for the news media” (“Obama Hits”). Obama also referred to the situation as the “silly season of politics” in media interviews (James par. 8). Obama’s spokespeople rallied claiming that McCain played the “gender card about the use of a common analogy” (Kornblut and Shear par. 6). An Obama campaign spokesman distributed to the media copies of articles from a Chicago Tribune story in 2007 in which McCain applied the lipstick analogy about the healthcare strategy of Hillary Clinton, a previous female Democratic presidential contender (Chozick 11). Another Obama spokeswoman said that the porcine expression “was older than my grandfather’s grandfather,” (Zimmer par. 1) which also inspired the media and linguists to further investigate this claim. Evolution of “Lipstick on a Pig” This particular colloquial use of a “pig” evolved from a long history of porcine expressions in American politics. American political discourse has been rich with cultural references to porcine idioms with negative connotations. Pork barrels were common 19th-century household items used to store salt pork, and some plantation owners doled out the large barrels as rewards to slaves who then had to compete with each other to grab a portion (Maxey 693). In post-Civil War America, “pork barrel” became a political term for legislative bills “loaded with special projects for Members of Congress to distribute to their constituents back home as an act of largesse, courtesy of the federal taxpayer” (“Pork Barrel Legislation”). Today, “pork barrel” is widely used in the U.S., Australia, New Zealand, the United Kingdom, and other countries (“Definition Pork Barrel”) to refer to “government projects or appropriations yielding rich patronage benefits” (“Pork Barrel”). Conservative radio personality Rush Limbaugh coined the term, “porkulus,” as another expression for “pork barrel” by merging the words “pork and “stimulus,” while discussing President Obama’s economic stimulus package in January 2009 (Kuntz par. 1). Ben Zimmer, an American lexicologist, explained that “many porcine proverbs describe vain attempts at converting something from ugly to pretty, or from useless to useful” (par. 2). Zimmer and other writers investigated the heritage of “lipstick on a pig” over the past 500 years from “you can't make a silk purse from a sow’s ear,” “a hog in armour is still a hog,” and “a hog in a silk waistcoat is still a hog.” Zimmer connected the dots between the words “lipstick,” a 19th-century invention, and “pig” to a Los Angeles Times editor in 1926 who wrote: “Most of us know as much of history as a pig does of lipsticks” (par. 3). American Politicians Who Have Smeared “Lipstick on a Pig” Which American politicians had used “lipstick on a pig” before Obama? Both Democrats and Republicans have coloured their speech with this colloquialism to refer to specific issues, not specific people. In 2008, Elizabeth Edwards, wife of presidential hopeful John Edwards, used the porcine expression about McCain’s healthcare proposals at a Democratic campaign event and House Minority Leader John Boehner, a Republican, about weak Republican fundraising efforts during the same month (Covington and Curry par. 7-8). McCain ironically used the term twice to criticise Hillary Clinton’s healthcare proposals as “lipstick on a pig,” while they were both campaigning in 2007 (Covington and Curry par. 6). His statement received limited attention at the time. During a telephone interview in 2007, Obama also had used the pig analogy when referring to an “impossible assignment” George W. Bush gave to General Petraeus, who was then serving as the Multinational Forces Iraq Commander (Tapper par. 15). In 2004, Republican Vice President Richard Cheney applied a regional slant: “As we like to say in Wyoming, you can put all the lipstick you want on a pig, but at the end of the day it's still a pig,” about the national defence record of John Kerry, then a Democratic presidential nominee (Covington and Curry par. 4). A few months earlier that year, John Edwards, Democratic vice presidential candidate, scolded the Bush administration for putting “lipstick on a pig” on “lackluster job-creation numbers” (Covington and Curry par. 3). Representative Charles Rangel, a Democrat, identified the “pig” as a tax bill the same year (Siegel par. 15-16). In 1992, the late Governor of Texas, Ann Richards, a Democrat, who was known for colourful phrases, gave the pig a name when she said: “You can put lipstick on a hog and call it Monique, but it is still a pig,” referring to the Republican administration for deploying warships to protect oil tankers in the Middle East, effectively subsidizing foreign oil (Zimmer par. 4). A year earlier, when she introduced her first budget for Texas, she said: “This is not another one of those deals where you put lipstick on a hog and call it a princess” (Zimmer par. 4). The earliest reputed recorded use of an American politician using the phrase was Texas Democrat Jim Hightower, who applied it to depict the reorganisation of Ronald Reagan's Cabinet in 1986 (Macintyre 16). Time magazine reporters (Covington and Curry par. 2) and Zimmer (par. 3) claimed that a San Francisco radio personality, Ron Lyons, was one of the earliest quoted in print with “lipstick on a pig” about renovation plans for a local park in November 1985 in the Washington Post. Author of the Double-Tongued Dictionary, Grant Barrett, uncovered a 1980 article from a small Washington state newspaper as the earliest written record with an article that stated: “You can clean up a pig, put a ribbon on it’s [sic] tail, spray it with perfume, but it is still a pig” (Guzman par. 7). A book on communication also adopted the pig metaphor in its title in 2006, Lipstick on a Pig: Winning in the No-Spin Era by Someone Who Knows the Game, by Torie Clarke, who previously served as Assistant Secretary of Defense for Public Affairs under Donald Rumsfield during the early years of the G.W. Bush Administration. Media Commentary According to The New York Times (Leibovich and Barrett), “lipstick on a pig” was one of the most popular political buzzwords and phrases of 2008, along with others directly referring to Palin, “Caribou Barbie” and “Hockey Mom,” as well as “Maverick,” a popular term used by both McCain and Palin. Many journalists played on the metaphor to express disdain for negative political campaigns. A Wall Street Journal article asked: “What's the difference between a more hopeful kind of politics and old-fashioned attacks? Lipstick” (Chozick par. 1). International media also covered the Obama-McCain lipstick wars. The Economist, for example, wrote that the “descent of American politics into pig wrestling has dismayed America’s best friends abroad” (“Endless Culture War” par. 6). Bloggers claimed that Obama’s “lipstick” speech was influenced by copy and imagery from two leading American cartoonists. The Free Republic, self-acclaimed to be “the premier online gathering place for independent, grass-roots conservatism” (Freerepublic.com), claimed that Obama plagiarized almost verbatim the language leading into the “pig” comment from a Tom Toles cartoon that ran in the Washington Post on 5 Sepember (see fig. 1).Fig. 1. Toles, Tom. Cartoon. Washington Post. 5 Sep. 2008. 30 July 2010 Another cartoon by R. J. Matson appeared in the St. Louis Post Dispatch (see fig. 2) four days before Obama’s speech that depicted Palin not just as a pig wearing lipstick, but as one using pork barrel funding. The cartoon’s caption provides an interpretation of Palin's lipstick analogy: “Question: What’s the Difference Between a Hockey Mom Reformer and a Business-As-Usual Pork Barrel-Spending Politician? Answer: Lipstick.” Newsbusters.org blogger stated: “It’s not too far-fetched to say Team Obama is cribbing his stump speech laugh lines from the liberal funnies” (Shepherd par. 3). Fig 2. Matson, R. J. Cartoon. St. Louis Post Dispatch. 5 Sep. 2008. 30 July 2010 . A porcine American character known for heavy makeup and a starring role as one of the Muppets created by puppeteer Jim Henson in the 1970s, Miss Piggy still remains an American icon. She commented on the situation during an interview on the set of “Today,” an American television program. When the interviewer asked, “Were you surprised by all the hubbub this election season over your lipstick practices?,” Miss Piggy’s response was “Moi will not dignify that with a response” (Raphael par. 6-7). Concluding Comments The 2008 U.S. presidential election presented new players in the arena: the first African-American in a leading party and the first female Republican. During a major election, words used by candidates are widely scrutinised and, in this case, the “lipstick on a pig” phrase was misconstrued by the opposing party, known for conservative values, that latched onto the opportunity to level a charge of sexism against the more liberal party. Vocabulary about gender, like language about race, can become a “minefield” (Givhan M01). With today’s 24/7 news cycle and the blogosphere, the perceived significance of a political comment, whether innocent or not, is magnified through repeated analysis and commentary. The meme-tracking study by Leskovec, Backstrom, and Kleinberg observed that 2.5 hours was the typical time lag between stories originating in mainstream media and reaching the blogosphere (8); whereas only 3.5 percent of the stories began in blogs and later permeated into traditional media (9). An English author of the history of clichés and language, Julia Cresswell, stated that the “lipstick” term “seems to be another candidate for clichéhood” (61). Although usage of clichés can prove to cause complications as in the case of Obama’s lipstick reference, Obama was able to diffuse the Republican backlash quickly and make a plea to return to serious issues affecting voters. David Greenberg analysed Obama’s presidential win and explained: And although other factors, especially the tanking economy, obviously contributed more directly to his November victory, it would be a mistake to overlook the importance of his skill at mastering the politics of negative attacks. When Obama went negative against others, he carefully singled out aspects of his opponents’ characters that, he argued, American politics itself had to transcend; he associated his foes with the worst of the old politics and himself with the best of the new. When others fired at him, in contrast, he was almost always able to turn the criticisms back upon them—through feigned outrage, among other tactics—as perpetuating those selfsame blights on our politics (70). References Applegate, Aaron. “Rep. Drake Criticizes Obama for ‘Lipstick on a Pig’ Remark.” Virginia Pilot 10 Sep. 2008. 28 Jul. 2010. Chozick, Amy. “Obama Puts Different Twist on Lipstick.” Wall Street Journal 9 Sep. 2008. 30 Jul. 2010. Covington, Marti, and Maya Curry. “A Brief History of: ‘Putting Lipstick on a Pig.’” Time 11 Sep. 2008. 17 May 2010. Cresswell, Julia. “Let’s Hear it for the Cliché.” British Journalism Review 19.57 (2008): 57-61. “Endless Culture War.” The Economist 4 Oct. 2008: ABI/INFORM Global, ProQuest. 30 Jul. 2010. “Definition Pork Barrel.” Webster’s Online Dictionary. 30 Jul. 2010. freerepublic.com. “Welcome to Free Republic.” Free Republic 2009. 30 Jul. 2010. Givhan, Robin. “On the Subject of Race, Words Get in the Way.” Washington Post 20 Jan. 2008: M01. Greenberg, David. “Accentuating the Negative.” Dissent 56.2 (2009): 70-75. Guzman, Monica. “‘Lipstick on a Pig’ Finds Origin in Tiny State Newspaper.” Seattlepi.com 10 Sep. 2008. 17 May 2010. Harper, Jennifer. “Obama Comment Offends GOP Women; ‘Palin Truth Squad’ Sent Out to Counter ‘Lipstick on a Pig’ Remark.” Washington Times 10 Sep. 2008: A13. Huston, Warner Todd. “Did Obama Steal His Lip Stick on a Pig From a Political Cartoon?” Newsbusters.org 10 Sep. 2008. 15 Jul. 2010 . James, Frank. “Barack Obama on David Letterman.” Chicago Tribune 11 Sep. 2008. 15 Jul. 2010 http://www.swamppolitics.com/news/politics/blog/2008/09/barack_obama_on_david_letterma.html>. Kornblut, Anne E., and Michael D. Shear. “McCain Camp Sees an Insult in a Saying.” Washington Post 10 Sep. 2008. 30 Jul. 2010 AR2008090903531.html>. Kuhn, David P. “GOP Fears Charges of Racism, Sexism.” Politico.com 23 Feb. 2008. 4 Oct. 2010. Kuntz, Tom. “Porkulus.” NYTimes.com 8 Feb. 2009. 30 Jul. 2010. Leary, Anne. “Liberal Chauvinist Pigs.” BlogHer 9 Sep. 2008. 2 Oct. 2010. Leibovich, Mark, and Grant Barrett. “The Buzzwords of 2008.” New York Times 21 Dec. 2008. 29 Jul. 2010 http://www.nytimes.com/ref/weekinreview/buzzwords2008.html>. Leskovec, Jure, Lars Backstrom, and Jon Kleinberg. “Meme-tracking and the Dynamics of the News Cycle.” ACM SIGKDD International Conference on Knowledge Discovery and Data Mining, Paris, 28 Jun. 2009. 30 Jul. 2010 . Macintyre, Ben. “US Politics is Littered with Dawgs, Crawdaddys and Pigs in Lipstick.” The Times [London] 27 Sep. 2008: 16. Mansbridge, Jane, and Katherine Flaster. “Male Chauvinist, Feminist, Sexist, and Sexual Harassment: Different Trajectories in Feminist Linguistic Innovation.” American Speech 80.3 (Fall 2005): 256-279. Maxey, Chester Collins. “A Little History of Pork.” National Municipal Review, Volume VIII. Concord: Rumford Press, 1919. Google Books. 30 Jul. 2010. “Obama Hits Back Against McCain Campaign.” MSNBC 10 Sep. 2008. Televised Speech. 18 May 2010. “Obama’s Take on McCain's Version of Change.” CNN 9 Sep. 2009. YouTube.com. 17 May 2010. “Palin’s Speech at the Republican National Convention.” New York Times 3 Sep. 2008. 17 May 2010. “Pork Barrel.” Merriam-Webster Online Dictionary 2010. 30 Jul. 2010. “Pork Barrel Legislation.” C-SPAN Congressional Glossary. c-span.org. 17 May 2010. Raphael, Rina. “Miss Piggy: Obama Should Make Poodle First Pet” Today 13 Nov. 2008. MSNBC.com. 29 Jul. 2010. Shepherd, Ken. “Palin Shown As Lipsticked Pig in Cartoon Days Before Obama Remark.” NewsBusters.org 11 Sep. 2008. 30 Jul. 2010 . Siegel, Robert. “Putting Lipstick on a Pig.” National Public Radio 10 Sep. 2008. 16 Jul. 2010. Silva, Mark. “Katie Couric's 'Lipstick' Rescue: CBS.” Chicago Tribune 11 Sep. 2008. 30 Jul. 2010. Tapper, Jack. “A Piggish Debate: Power, Pop, and Probings from ABC News Senior White House Correspondent Jake Tapper.” ABC News 9 Sep. 2008. 29 Jul. 2010. “VP Pick Palin Makes Appeal to Women Voters.” NBC News, msnbc.com, and Associated Press 28 Aug. 2008. 30 Jul. 2010. Weisman, Jonathan, and Peter Slevin. “McCain Camp Hits Obama on More Than One Front.” Washington Post 11 Sep. 2008: A04. Zeleny, Jeff. “Feeling a Challenge, Obama Sharpens His Silver Tongue.” New York Times 10 Sep. 2008. 27 Jul. 2010. Zimmer, Ben. “Who First Put ‘Lipstick on a Pig’?” The Slate 10 Sep. 2008. 17 May 2010.

IntroductionThe American artist Ryan Trecartin makes digital videos that centre on the self-presentations common to video-sharing sites such as YouTube. Named by New Yorker critic Peter Schjeldahl as “the most consequential artist to have emerged since the 1980s” (84), Trecartin’s works are like high-octane domestic dramas told in the first-person, blending carnivalesque and horror sensibilities through multi-layered imagery, fast-paced editing, sprawling mise-en-scène installations and heavy-handed digital effects. Featuring narcissistic young-adult characters (many of whom are played by the artist and his friends), Trecartin’s scripted videos portray the self as fundamentally performed and kaleidoscopically mediated. His approach is therefore exemplary of some of the key concepts of automediality, which, although originating in literary studies, address concerns relevant to contemporary art, such as the blurring of life-story, self-performance, identity, persona and technological mediation. I argue that Trecartin’s work is a form of automedial art that combines camp personas with what Sianne Ngai calls the “zany” aesthetics of neoliberalism—the 24/7 production of affects, subjectivity and sociability which complicate distinctions between public and private life.Performing the Script: The Artist as Automedial ProsumerBoth “automedia” and “automediality” hold that the self (the “auto”) and its forms of expression (its “media”) are intimately linked, imbricated within processes of cultural and technological mediation. However, whereas “automedia” refers to general modes of self-presentation, “automediality” was developed by Jörg Dünne and Christian Moser to explicitly relate to the autobiographical. Noting a tendency in literary studies to under-examine how life stories are shaped by their mediums, Dünne and Moser argued that the digital era has made it more apparent how literary forms are involved in complex processes of mediation. Sidonie Smith and Julia Watson, in response, called for an expansion of autobiography into “life writing,” claiming that automediality is useful as a theoretical frame for contemplating the growth of self-presentation platforms online, shifting from the life-narrative genre of autobiography towards more discursive and irresolute forms of first-person expression (4). One’s life story, in this context, can be communicated obliquely and performatively, with the choice of media inextricably contributing to the subjectivity that is being produced, not just as a tool for rendering a pre-existent self. Lauren Berlant conceives of life writing as a laboratory for “theorizing ‘the event’” of life rather than its narration or transcription (Prosser 181). Smith and Watson agree, describing automediality as the study of “life acts” that operate as “prosthetic extension[s] of the self in networks” (78). Following this, both “automedia” and “automediality” can be understood as expanding upon the “underlying intermedial premises” (Winthrop-Young 188) of media theory, addressing how technologies and mediums do not just constitute sensory extensions of the body (Mcluhan) but also sensory extensions of identity—armed with the potential to challenge traditional ideas of how a “life” is conveyed. For Julie Rak, “automedia” describes both the theoretical framing of self-presentation acts and the very processes of mediation the self-presenter puts themselves through (161). She prefers “automedia” over “automediality” due to the latter’s tendency to be directed towards the textual products of self-presentation, rather than their processes (161). Given Trecartin’s emphasis on narrative, poetic text, performativity, technology and commodification, both “automedia” and “automediality” will be relevant to my account here, highlighting not just the crossovers between the two terms but also the dual roles his work performs. Firstly, Trecartin’s videos express his own identity through the use of camp personas and exaggerated digital tropes. Secondly, they reflexively frame the phenomenon of online self-presentation, aestheticizing the “slice of life” and “personal history” posturings found on YouTube in order to better understand them. The line between self-presenter and critic is further muddied by the fact that Trecartin makes many of his videos free to download online. As video artist and YouTuber, he is interested in the same questions that Smith and Watson claim are central to automedial theory. When watching Youtube performers, they remind themselves to ask: “How is the aura of authenticity attached to an online performance constructed by a crew, which could include a camera person, sound person, director, and script-writer? Do you find this self-presentation to be sincere or to be calculated authenticity, a pose or ‘manufactured’ pseudo-individuality?” (124). Rather than setting out to identify “right” from “wrong” subjectivities, the role of both the automedia and automediality critic is to illuminate how and why subjectivity is constructed across distinct visual and verbal forms, working against the notion that subjectivity can be “an entity or essence” (Smith and Watson 125).Figure 1: Ryan Trecartin, Item Falls (2013), digital video stillGiven its literary origins, automediality is particularly relevant to Trecartin’s work because writing is so central to his methods, grounding his hyperactive self-presentations in the literary as well as the performative. According to Brian Droitcour, all of Trecartin’s formal devices, from the camerawork to the constructed sets his videos are staged in, are prefigured by the way he uses words. What appears unstructured and improvised is actually closely scripted, with Trecartin building on the legacies of conceptual poetry and flarf poetry (an early 2000s literary genre in which poetry is composed of collages of serendipitously found words and phrases online) to bring a loose sense of narrativization to his portrayals of characters and context. Consider the following excerpt from the screenplay for K-Corea INC. K (Section A) (2009)— a work which centres on a CEO named Global Korea (a pun on “career”) who presides over symbolic national characters whose surnames are also “Korea”:North America Korea: I specialize in Identity Tourism, ?Agency...I just stick HERE, and I Hop Around–HEY GLOBAL KOREA!?Identifiers: That’s Global, That’s Global, That’s GlobalFrench adaptation Korea: WHAT!?Global Korea: Guys I just Wanted to show You Your New Office!Health Care, I don’t Care, It’s All WE Care, That’s WhyWE don’t Care.THIS IS GLOBAL!Identified: AHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHGlobal Korea: Global, Global !!Identified: AHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHFigure 2: Ryan Trecartin, K-Corea INC. K (Section A) (2009), digital video stillTrecartin’s performers are guided by their lines, even down to the apparently random use of commas, question marks and repeated capital letters. As a consequence, what can be alienating on the page is made lively when performed, his words instilled with the over-the-top personalities of each performer. For Droitcour, Trecartin’s genius lies in his ability to use words to subliminally structure his performances. Each character makes the artist’s poetic texts—deranged and derivative-sounding Internet-speak—their own “at the moment of the utterance” (Droitcour). Wayne Koestenbaum similarly argues that voice, which Trecartin often digitally manipulates, is the “anxiety point” in his works, fixing his “retardataire” energies on the very place “where orality and literacy stage their war of the worlds” (276).This conflict that Koestenbaum describes, between orality and literacy, is constitutive of Trecartin’s automedial positioning of the self, which presents as a confluence of life narrative, screenplay, social-media posing, flarf poetry and artwork. His videos constantly criss-cross between pre-production, production and postproduction, creating content at every point along the way. This circuitousness is reflected by the many performers who are portrayed filming each other as they act, suggesting that their projected identities are entangled with the technologies that facilitate them.Trecartin’s A Family Finds Entertainment (2004)—a frenetic straight-to-camera chronicle of the coming-out of a gay teenager named Skippy (played by the artist)—was included in the 2006 Whitney Biennial, after which time his work became known around the world as an example of “postproduction” art. This refers to French curator and theorist Nicholas Bourriaud’s 2001 account of the blurring of production and consumption, following on from his 1997 theory of relational aesthetics, which became paradigmatic of critical art practice at the dawn of Web 2.0. Drawing from Marcel Duchamp and the Situationists, in Postproduction: Culture as Screenplay: How Art Reprograms the World, Bourriaud addressed new forms of citation, recycling and détournement, which he saw as influenced by digital computing, the service economies and other forms of immaterial social relations that, throughout the 1990s, transformed art from a subcultural activity to a key signifier and instrument of global capitalism.Because “word processing” was “indexed to the formal protocol of the service industry, and the image-system of the home computer […] informed and colonized from the start by the world of work” (78), Bourriaud claimed that artists at the start of the twenty-first century were responding to the semiotic networks that blur daily and professional life. Postproduction art looked like it was “issued from a script that the artist projects onto culture, considered the framework of a narrative that in turn projects new possible scripts, endlessly” (19). However, whereas the artists in Bourriaud’s publication, such as Plamen Dejanov and Philippe Parreno, made art in order to create “more suitable [social] arrangements” (76), Trecartin is distinctive not only because of his bombastic style but also his apparent resistance to socio-political amelioration.Bourriaud’s call for the elegant intertextual “scriptor” as prosumer (88)—who creatively produces and consumes, arranges and responds—was essentially answered by Trecartin with a parade of hyper-affective and needy Internet characters whose aims are not to negotiate new social terrain so much as to perform themselves crazy, competing with masses of online information, opinions and jostling identities. Against Bourriaud’s strategic prosumerism, Trecartin, in his own words, chases “a kind of natural prosumerism synonymous with existence” (471). Although his work can be read as a response to neoliberal values, unlike Bourriaud, he refuses to treat postproduction methods as tools to conciliate this situation. Instead, his scripted videos present postproduction as the lingua franca of daily life. In aiming for a “natural prosumerism,” his work rhetorically asks, in paraphrase of Berlant: “What does it mean to have a life, is it always to add up to something?” (Prosser 181). Figure 3: Ryan Trecartin, A Family Finds Entertainment (2004), digital video stillPluralist CampTrecartin’s scripts direct his performers but they are also transformed by them, his words acquiring their individualistic tics, traits and nuances. As such, his self-presentations are a long way from Frederic Jameson’s account of pastiche as a neutral practice of imitation—“a blank parody” (125) that manifests as an addiction rather than a critical judgement. Instead of being uncritically blank, we could say that Trecartin’s characters have too much content and too many affects, particularly those of the Internet variety. In Ready (Re’Search Wait’S) (2009-2010), Trecartin (playing a character named J.J. Check, who wants to re-write the U.S constitution) states at one point: “Someone just flashed an image of me; I am so sure of it. I am such as free download.” Here, pastiche turns into a performed glitch, hinting at how authentic speech can be composed of an amalgam of inauthentic sources—a scrambling of literary forms, movie one-liners, intrusive online advertising and social media jargon. His characters constantly waver between vernacular clichés and accretions of data: “My mother accused me of being accumulation posing as independent free will,” says a character from Item Falls (2013)What makes Trecartin’s video work so fascinating is that he frames what once would have been called “pastiche” and fills it with meaning, as if sincerely attuned to the paradoxes of “anti-normative” posturing contained in the term “mass individualism.” Even when addressing issues of representational politics, his dialogue registers as both authentic and insipid, as when, in CENTER JENNY (2013), a conversation about sexism being “the coolest style” ends with a woman in a bikini asking: “tolerance is inevitable, right?” Although there are laugh-out-loud elements in all of his work—often from an exaggeration of superficiality—there is a more persistent sense of the artist searching for something deeper, perhaps sympathetically so. His characters are eager to self-project yet what they actually project comes off as too much—their performances are too knowing, too individualistic and too caught up in the Internet, or other surrounding technologies.When Susan Sontag wrote in 1964 of the aesthetic of “camp” she was largely motivated by the success of Pop art, particularly that of her friend Andy Warhol. Warhol’s work looked kitsch yet Sontag saw in it a genuine love that kitsch lacks—a sentiment akin to doting on something ugly or malformed. Summoning the dandy, she claimed that whereas “the dandy would be continually offended or bored, the connoisseur of Camp is continually amused, delighted. The dandy held a perfumed handkerchief to his nostrils and was liable to swoon; the connoisseur of Camp sniffs the stink and prides himself on his strong nerves” (292).As an artistic device, camp essentially wallows in all the bad fetishisms that Frankfurt School theorists lamented of capitalism. The camp appropriator, does, however, convey himself as existing both inside and outside this low culture, communicating the “stink” of low culture in affecting ways. Sontag viewed camp, in other words, as at once deconstructive and reconstructive. In playing appearances off against essences, camp denies the self as essence only to celebrate it as performance.In line with accounts of identity in automediality and automedia theory, camp can be understood as performing within a dialectical tension between self and its representation. The camp aesthetic shows the self as discursively mediated and embedded in subjective formations that are “heterogeneous, conflictual, and intersectional” (Smith and Watson 71). Affiliated with the covert expression of homosexual and queer identity, the camp artist typically foregrounds art as taste, and taste as mere fashion, while at the same time he/she suggests how this approach is shaped by socio-political marginalization. For Eve Kosofsky Sedgwick, the criticality of camp is “additive and accretive” rather than oppositional; it is a surplus form that manifests as “the ‘over’-attachment to fragmentary, marginal, waste or leftover products” (149).Trecartin, who identifies as gay, parodies the excesses of digital identity while at the same time, from camp and queer perspectives, he asks us to take these identifications seriously—straight, gay, transsexual, bisexual, inter-sexual, racial, post-racial, mainstream, alternative, capitalist or anarchist. This pluralist agenda manifests in characters who speak as though everything is in quotation marks, suggesting that everything is possible. Dialogue such as “I’m finally just an ‘as if’”, “I want an idea landfill”, and “It reminds me of the future” project feelings of too much and not enough, transforming Warhol’s cool, image-oriented version of camp (transfixed by TV and supermarket capitalism) into a hyper-affective Internet camp—a camp that feeds on new life narratives, identity postures and personalities, as stimuli.In emphasising technology as intrinsic to camp self-presentation, Trecartin treats intersectionality and intermediality as if corresponding concepts. His characters, caught between youthhood and adulthood, are inbetweeners. Yet, despite being nebulous, they float free of normative ideals only in the sense that they believe everybody not only has the right to live how they want to, but to also be condemned for it—the right to intolerance going hand-in-hand with their belief in plurality. This suggests the paradoxical condition of pluralist, intersectional selfhood in the digital age, where one can position one’s identity as if between social categories while at the same time weaponizing it, in the form of identity politics. In K-Corea INC. K (Section A) (2009), Global Korea asks: “Who the fuck is that baby shit-talker? That’s not one of my condiments,” which is delivered with characteristic confidence, defensiveness and with gleeful disregard for normative speech. Figure 4: Ryan Trecartin, CENTER JENNY (2013), digital video stillThe Zaniness of the Neoliberal SelfIf, as Koestenbaum claims, Trecartin’s host of characters are actually “evolving mutations of a single worldview” (275), then the worldview they represent is what Sianne Ngai calls the “hypercommodified, information saturated, performance driven conditions of late capitalism” (1). Self-presentation in this context is not to be understood so much as experienced through prisms of technological inflection, marketing spiel and pluralist interpretative schemas. Ngai has described the rise of “zaniness” as an aesthetic category that perfectly encapsulates this capitalist condition. Zany hyperactivity is at once “lighthearted” and “vehement,” and as such it is highly suited to the contemporary volatility of affective labour; its tireless overlapping of work and play, and the networking rhetoric of global interconnectedness (Ngai, 7). This is what Luc Boltanski and Eve Chiapello have termed the “connexionist” spirit of capitalism, where a successful career is measured by one’s capacity to be “always pursuing some sort of activity, never to be without a project, without ideas, to be always looking forward to, and preparing for, something along with other persons, whose encounter is the result of being always driven by the drive for activity” (Chiapello and Fairclough 192).For Ngai, the zany—epitomized by Jim Carrey’s character in Cable Guy (1996) or Wile E. Coyote from the Looney Tunes cartoons—performs first and asks questions later. As such, their playfulness is always performed in a way that could spin out of control, as when Trecartin’s humour can, in the next moment, appear psychotic. Ngai continues:What is essential to zaniness is its way of evoking a situation with the potential to cause harm or injury […]. For all their playfulness and commitment to fun, the zany’s characters give the impression of needing to labor excessively hard to produce our laughter, straining themselves to the point of endangering not just themselves but also those around them. (10)Using sinister music scores, anxiety-inducing editing and lighting that references iconic DIY horror films such as the Blair Witch Project (1999), Trecartin comically frames the anxieties and over-produced individualism of the global neoliberalist project, but in ways that one is unsure what to do with it. “Don’t look at me—look at your mother, and globalize at her,” commands Global Korea. Set in temporary (read precarious) locations that often resemble both domestic and business environments, his world is one in which young adults are incessantly producing themselves as content, as if unstable market testers run riot, on whose tastes our future global economic growth depends.Michel Foucault defined this neoliberal condition as “the application of the economic grid to social phenomena” (239). As early as 1979 he claimed that workers in a neoliberal context begin to regard the self as an “abilities-machine” (229) where they are less partners in the processes of economic exchange than independent producers of human capital. As Jodi Dean puts it, with the totalization of economic production, neoliberal processes “simultaneously promote the individual as the primary unit of capitalism and unravel the institutions of solidaristic support on which this unit depends” (32). As entrepreneurs of the self, people under neoliberalism become producers for whom socialization is no longer a byproduct of capitalist production but can be the very means through which capital is produced. With this in mind, Trecartin’s portrayal of the straight-to-camera format is less a video diary than a means for staging social auditions. His performers (or contestants), although foregrounding their individualism, always have their eyes on group power, suggesting a competitive individualism rather than the countering of normativity. Forever at work and at play, these comic-tragics are ur-figures of neoliberalism—over-connected and over-emotional self-presenters who are unable to stop, in fear they will be nothing if not performing.ConclusionPortraying a seemingly endless parade of neoliberal selves, Trecartin’s work yields a zany vision that always threatens to spin out of control. As a form of Internet-era camp, he reproduces automedial conceptions of the self as constituted and expanded by media technologies—as performative conduits between the formal and the socio-political which go both ways. This process has been described by Berlant in terms of life writing, but it applies equally to Trecartin, who, through a “performance of fantasmatic intersubjectivity,” facilitates “a performance of being” for the viewer “made possible by the proximity of the object” (Berlant 25). Inflating for both comic and tragic effect a profoundly nebulous yet weaponized conception of identity, Trecartin’s characters show the relation between offline and online life to be impossible to essentialize, laden with a mix of conflicting feelings and personas. As identity avatars, his characters do their best to be present and responsive to whatever precarious situations they find themselves in, which, due to the nature of his scripts, seem at times to have been automatically generated by the Internet itself.ReferencesBourriaud, Nicolas. Postproduction: Culture as a Screenplay: How Art Reprograms the World. New York: Lucas & Stenberg, 2001.Chiapello, E., and N. Fairclough. “Understanding the New Management Ideology: A Transdisciplinary Contribution from Critical Discourse Analysis and New Sociology of Capitalism.” Discourse and Society 13.2 (2002): 185–208.Dean, Jodi. Crowds and Party. London & New York: Verso, 2016.Droitcour, Brian. “Making Word: Ryan Trecartin as Poet.” Rhizome 27 July 2001. 18 Apr. 2015 <http://rhizome.org/editorial/2011/jul/27/making-word-ryan-trecartin-poet/>.Dünne, Jörg, and Christian Moser. Automedialität: Subjektkonstitution in Schrift, Bild und neuen Medien [Automediality: Subject Constitution in Print, Image, and New Media]. Munich: Fink, 2008.Foucault, Michel. The Birth of Biopolitics. New York: Palgrave Macmillan, 2008.Jameson, Fredric. Postmodernism, or, the Cultural Logic of Late Capitalism. Durham: Duke University Press, 1991.Kosofsky Sedgwick, Eve. Touching Feeling: Affect, Pedagogy, Performativity. Durham: Duke University Press, 2003.McLuhan, Marshall. Understanding Media: The Extensions of Man, London: Routledge and Kegan Paul, 1964.Ngai, Sianne. Our Aesthetic Categories: Zany, Cute Interesting. Cambridge: Harvard University Press, 2015.Prosser, Jay. “Life Writing and Intimate Publics: A Conversation with Lauren Berlant.” Biography 34.1 (Winter 2012): 180- 87.Rak, Julie. “Life Writing versus Automedia: The Sims 3 Game as a Life Lab.” Biography 38.2 (Spring 2015): 155-180.Schjeldahl, Peter. “Party On.” New Yorker, 27 June 2011: 84-85.Smith, Sidonie. “Virtually Me: A Toolbox about Online Self-Presentation.” Identity Technologies: Constructing the Self Online. Eds. Anna Poletti and Julie Rak. Wisconsin: University of Wisconsin Press, 2014.———, and Julia Watson. Reading Autobiography: A Guide for Interpreting Life Narratives. Minneapolis: University of Minnesota P, 2010———, and Julia Watson. Life Writing in the Long Run: Smith & Watson Autobiography Studies Reader. Ann Arbor: Michigan Publishing, 2016.Sontag, Susan. “Notes on Camp.” Against Interpretation and Other Essays. New York: Picador, 2001.Trecartin, Ryan. “Ryan Trecartin.” Artforum (Sep. 2012): 471.Wayne Koestenbaum. “Situation Hacker.” Artforum 47.10 (Summer 2009): 274-279.Winthrop-Young, Geoffrey. “Hardware/Software/Wetware.” Critical Terms for Media Studies. Eds. W.J.T. Mitchell and M. Hansen. Chicago: University of Chicago Press, 2010.

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

Sentiment analysis, also known as Opinion Mining is one of the hottest topic Nowadays. in various social networking sites is one of the hottest topic and field nowadays. Here, we are using Twitter, the biggest web destinations for people to communicate with each other to perform the sentiment analysis and opinion mining by extracting the tweets by various users. The users can post brief text updates in twitter as it only allows 140 characters in one text message. Hashtags helps to search for tweets dealing with the specified subject. In previous researches, binary classification usually relies on the sentiment polarity(Positive , Negative and Neutral). The advantage is that multiple meaning of the same world might have different polarity, so it can be easily identified. In Multiclass classification, many tweets of one class are classified as if they belong to the others. The Neutral class presented the lowest precision in all the researches happened in this particular area. The set of tweets containing text and emoticon data will be classified into 13 classes. From each tweet, we extract different set of features using one hot encoding algorithm and use machine learning algorithms to perform classification. The entire tweets will be divided into training data sets and testing data sets. Training dataset will be pre-processed and classified using various Artificial Neural Network algorithms such as Reccurent Neural Network, Convolutional Neural Network etc. Moreover, the same procedure will be followed for the Text and Emoticon data. The developed model or system will be tested using the testing dataset. More precise and correct accuracy can be obtained or experienced using this multiclass classification of text and emoticons. 4 Key performance indicators will be used to evaluate the effectiveness of the corresponding approach.

IntroductionFor both consumers and creators, Web series have been viewed for some time as an appealing alternative to television series. As Alice explains, creating content for the Web was once seen as “a last resort” for projects that were unable to secure funding for television production (59). However, the Web has, in recent years, become a “legitimized” space, allowing Web series to be considered a media platform capable of presenting narratives of various genres (Alice 59). Moreover, due to the lack of restrictions and overheads placed on Web producers, it is argued that there is more capacity to take risks in Web series and thus depict “a broader array of stories” (Christian, “The Web” 352). Nevertheless, television still remains the traditional mode of storytelling, and for many producers, it is still an “object of desire” (Christian, “The Web” 352). Emerging producers still see television as the ultimate “end goal”, leaving the Web as a sufficient platform that will allow them to create something. Alternatively, for many established creators, the Web is understood to be a stage upon which they can tell stories television would perhaps never consider. Regardless of why creators are attracted to the Web, the platform has indeed cemented its place as an alternative in the television media landscape. For Abbi Jacobson and Ilana Glazer, the Web, or more specifically, YouTube, provided an unbridled space for their creativity when nowhere else would. The two comediennes co-wrote and starred in their Web series, Broad City, back in 2009, and it has since been picked up by Comedy Central and successfully turned into a television series. The fourth season is set to air in August 2017. Both versions of the series follow two twenty-something women, Abbi Abrams and Ilana Wexler (played by Jacobson and Glazer respectively), as they explore themselves, and New York City. Broad City is one of the few Web series to be picked up as a television series and maintain its success; an impressive accomplishment, no matter how legitimate Web series have become. However, the unwavering devotion maintained by the television series to continue depicting millennial women in the same fashion as the Web series is, arguably, more impressive. With a focus on Broad City’s depiction of its two eccentric protagonists, this article explores how the transitions from Web to television are negotiated. In the case of Broad City, I contend that its unconventional start as a web series is what allows the television series to continue depicting contemporary womanhood honestly. Taking the Alternate Path: YouTubeDefined as “scripted, episodic and experimental videos made for the internet”, Web episodes (or Webisodes) hold many advantages to the traditional television medium (Kornblum; Peirce 317). Aware of these advantages and struggling to be noticed naturally for their work in the sketch comedy group, Upright Citizens Brigade (UCB), Glazer and Jacobson took to the Internet to write and create their own series, Broad City. This trend arose in 2007 during the difficult phase American television when the Writers Guild of America began its fifteen-month strike (De Moraes). During this time, Peirce states that producing a new program for television proved “almost impossible” (315). There was a level of uncertainty plaguing the future of prime-time television, and with budgets being refashioned, reality programs were filling television line-ups more than any other genre of show (Peirce 315). Within this climate, it is unsurprising that the Google-owned video-sharing website, YouTube, quickly became the frontrunner in online video (Christian, “The Web” 351). YouTube is argued to be responsible for opening the doors to the next wave of entertainment media, after pledging to give users their own personal video network. Suddenly, amateurs, independents and corporations alike were, for the first time, able to compete against each other in shaping this post-network era of television (Christian, “The Web” 351). Moreover, the premise of “anyone can upload” meant that this era allowed for a new variety of television, in a range of genres and storytelling modes that were once considered untouchable to television networks (Christian, “The Web” 351). Evidently, such freedom is appealing to all kinds of online content creators, no matter their status. Established actor, comedian, and writer Louis C.K. most recently joined the Web series movement with his creation Horace and Pete (2016-). The dark comedy is written, directed, and produced entirely by C.K. and he plays the main protagonist, Horace. However, the appeal was not so much the control he would potentially have over the product, but more how the viewers could access it. Upon the release of the pilot episode, C.K. released a statement clarifying why he made a series outside of the television studio system. He explains that he was intrigued by the idea of providing viewers with the newly made show “directly and immediately”, with each episode being posted onto his Website as soon as it is shot. Additionally, C.K. also sought to create a show “without the usual promotion” that, he states, tells the viewer “what the show feels and looks like before you get to see it yourself” (C.K.). It is clear that the unique nature of the modern medium provides benefits to creators at all levels. For the Broad City duo, who unlike C.K., had yet to be noticed, YouTube was appealing because it provided them with an outlet through which they could control the product themselves. Jacobson states, “After a while, we thought, ‘why are we trying to be on something that someone else controls?’” (Paumgarten). The Web series commenced in late 2009 and ran until 2011, with each episode ranging anywhere between one and eight minutes. In the thirty-three episodes created, Abbi and Ilana consistently find themselves in awkward and comedic situations while they try to navigate their lives in New York City. These awkward situations vary in their complexity. One episode simply looks at the two protagonists trying to survive riding the subway, while another looks at the issue of being catcalled and objectified by strangers. There is no narrative arc in either season, the storylines are simply extracted from the lives of the creators. Glazer and Jacobson have discussed this in various interviews, explaining that these characters are essentially exaggerations of themselves and the show is a “heightened version” of their dynamic (Amy Poehler’s Smart Girls, 2014; Justin; Matthews). As such, Broad City contributes to a well-established trend of comedians impersonating younger, lazier, and poorer versions of themselves. However, since the Web series’ thematic relies so heavily on the experiences and personality traits of the writers, Glazer and Jacobson are more like the characters they portray than the likes of Tina Fey’s Liz Lemon (30 Rock, 2007-2013) or Lena Dunham’s Hannah Horvath (Girls, 2012-), for example. A result is that the Web series does not seek to provide its viewers with neat conclusions, or have the protagonists grow and evolve over the span of a season. This freedom is only designated to the Web series format, as television viewers – despite not always getting it – yearn for a heartier resolution (DeFino 99). Another attribute of video-sharing sites like YouTube is that they allow anyone to share anything they create, regardless of the budget. The two seasons of Broad City, the Web series, are written, created, and produced by Glazer and Jacobson primarily. As they were still undiscovered, both women were working on the series with very limited funds, and were therefore only able to have friends or family assist them in the production. This results in a series which feels authentically home-made in its aesthetic; features which eventually become characteristics essential to the transferral from Web to television. Glazer and Jacobson resolved to make the Web series from a more professional standpoint by the second season by following a production schedule and choosing to treat the vignettes as if they were real television shorts. As Glazer states, the pair “just had a new attitude”, and suddenly the aim shifted from producing webisodes as a creative outlet, to pitching the show in Los Angeles (Kameir). By the time the final episode was set to go into production, the two creators believed that the chances of having the series picked up by a network would increase if the episode featured a guest star. Because of their involvement in the UCB, Glazer and Jacobson approached one of the founders of the sketch group, Amy Poehler, to make a brief cameo. The Web series as a whole had garnered half a million hits, but the finale in which Poehler plays herself, received almost seventy-five thousand (Paumgarten). Poehler agreed to work with the Broad City duo following her appearance in the finale, and signed on to be Executive Producer should the show ever be made into a television series. The star power held by Poehler is undoubtedly a lead contributor to the success in Broad City’s transfer between the media. Poehler states that she felt a kinship towards the project because of her work in translating UCB sketches to television. In a roundtable interview, she says “Feeling very protective about the material, but wanting to bring it to a bigger audience…I related to that and understood it” (The Paley Centre for Media). On the difficult business of bringing Web series to television, Poehler compares it to that of an organ transplant, explaining “You have to move fast. You have to keep it on ice and be careful not to harm it in any way. A lot of things can go wrong. Sometimes the best way to get a heart or a kidney to a recipient is to get people to move out of the way” (Paumgarten). With Poehler’s assistance, the concept of Broad City as a television series was introduced to various networks before being successfully picked up by Comedy Central. From January of 2014, the network aired Broad City’s first season, comprised of ten, twenty-two-minute-long episodes. Averaging 1.2 million viewers per episode, season one of Broad City became one of Comedy Central’s highest rated shows since 2012 (Ng). From Web to TV: Alternative Ideas of Millennial Women in Broad CityThe factors behind why certain texts effectively transfer from Web to television and others fail continues to be debated within academic and popular culture circles. Series such as Quarterlife (2007), The CollegeHumor Show (2009), and the more recent Haters Back Off (2016-) - all texts which were originally made for online consumption only - were each met with criticism when translated for television (Peirce 317; Lowry; Christian, “How” ). This does not necessarily mean that a Web series is undeserving of a place in commercial or network television. Obviously, it comes down to multiple factors, but often it is because the television series comes across as out of touch, compared to its online version. As Alice points out, with the speed of online release, and the “virality” that accompanies this kind of media, writers have the ability to be “guided by and to capitalise on what and how the viewer public feels” (60). Television series are often seen commenting on outside criticism within episodes, but there is extensive lagging due to the time it takes to produce a season. Broad City was set to have an easier time on television, what with its impressive following, and “Celebrity Shepherd”, Amy Poehler - Poehler presented as a necessity when making the jump from Web to TV, according to Christian (“The Web”). But there appears to be a fine line when shifting between the platforms: in staying too close to the original, a series could come off as unoriginal and therefore unnecessary. Or, alternatively, a series could add too many other storylines in order to fill the time slot, and ruin the simplicity of the premise. Adaptation theorist, Linda Hutcheon, contends that a successful translation occurs when a text remains loyal to the original, but brings creativity to the reimagining (21). If investigating the transferral within the realm of adaptation theory, Broad City’s success as a television series is arguably due to it following this formula. Hutcheon writes that to adapt is not to slavishly copy, but rather, is the process of reclaiming the adapted material. “What one does with the text” is where the novelty is found (21). In looking at what Broad City, the television series, has done with Broad City, the Web series, there is clear loyalty shown to the original. This is seen most significantly in the treatment of the same two protagonists, and the dynamic of their friendship. In both versions of Broad City, Abbi is the older of the two and the more responsible one, to a degree. While she still enjoys smoking marijuana with Ilana, Abbi is also constantly striving to reach traditional goals in her life such as having a career she enjoys, or maintaining a healthy relationship. Ilana, on the other hand, is a proud marijuana enthusiast who occasionally shows up for her job, but cares more for smoking weed, enjoying casual sex, and being with her friends (primarily Abbi). Neither the Web series nor the television series explicitly states how the two characters met, but it is implied that they have built a strong, sister-like relationship with one another. Often Ilana comments on her sexual attraction to Abbi, but it is always seen as comedic rather than as a hint towards a possible coupling in future episodes. In the Web series’ second season, the episode Valentine’s Day, introduces this satirical take on female friendships for the first time. The three-minute episode shows brief cuts of Abbi and Ilana doing various activities in the city, all of which are stereotypically featured in films of the romantic comedy genre. As they play in the snow, ride a ferry, and watch couples ice-skate at the Rockefeller Centre, the clarinet music playing over the sequence builds momentum. However, the scene is suddenly halted as Ilana goes in to kiss Abbi and, unlike in said romantic film montages, Abbi quickly jolts back and cries “Ilana, what the fuck? How many times do I have to fucking tell you?” This is the first line of audible dialogue in the scene thus far, to which a frustrated Ilana responds, “I’m trying to seal the night with a kiss.” Following this is a heated debate regarding how each character viewed the intention of the day, with Ilana thinking it was a really “romantic day”, despite knowing that Abbi is decidedly heterosexual. This kind of satirical angle taken towards the trope of female friendship is carried over to the television series and made just as prominent, with almost every single episode making a joke at Ilana’s romantic desire for Abbi. Alongside the sexual attraction, the closeness of the two female leads remains unchanged between the two media. In the television series, for example, jokes about Ilana’s love for Abbi are scattered throughout, and as in the original series, they remain brief and inconsequential. In the television pilot, What a Wonderful World, the episode opens to a typical scene of the two characters having a V-chat (a nod to a favoured motif in the Web series). While chatting to Abbi, it initially appears as though Ilana is bopping up and down to the music of Lil Wayne. However, it is quickly revealed when Ilana shifts her laptop screen down, that she is actually having sex with her casual partner, Lincoln (Hannibal Buress). The sequence cuts to Abbi looking outraged at her laptop, asking “Oh my god, is that Lincoln?”. Lincoln then replies, “Yep”, just before the camera cuts to him lying on the bed, with Ilana’s laptop on his stomach. When Abbi asks if they are having sex, Ilana casually replies “I’m just keeping it warm”, forcing Abbi to once again have a discussion about boundaries. Once they close the V-chat, the scene stays on a low angle shot of Ilana as she says to Lincoln, “That was like a threesome”, reassuring the audience that she has learned nothing. This is a strong opening scene as it reinforces the understanding that the relationship between the two characters is unchanged. Furthermore, it proves to audiences that although Broad City has moved into a television landscape, it will not be tamed. The result of refusing to be tamed in its new environment is that Broad City can continue representing female friendship in more honest ways, as well as offer new ideas of what it is to be a millennial woman today.Conclusion In an interview, Glazer explains how television has a history of never being honest in its representation of women, arguing, “Nothing’s real on TV” (Miller). Jacobson follows on from this, stating “When we write for these characters… I think the thing we talk about the most is like, well, what would we really do? It’s just real” (Miller). In abiding by this sentiment throughout the web series and the television series, Broad City effectively offers the idea that depicting diversity is possible on both platforms. With various Web series still unable to successfully make the jump to television today, it becomes more obvious that Broad City’s decision to continue showcasing bold female narratives is what allows it to maintain its popularity. Starting in such an uninhibited environment has proven a burden for other texts when it comes to transferring creativity to the more traditional medium of television. For Broad City, however, the alternative storytelling platform allowed the show to create its strong foundation and dedicated fan base. One that has willingly followed Broad City across the platforms, but will only stay tuned if it stays true to representing millennial women honestly, regardless of whether mainstream television is ready.ReferencesAlice, Jessica. “Clicking with Audiences: Web Series and Diverse Representations.” Metro Magazine: Media and Education 187 (2016): 58-63.Angelo, Megan. “The Sneak Attack Feminism of Broad City.” Wall Street Journal, 2011. 17 Dec. 2016 <http://blogs.wsj.com/speakeasy/2011/02/14/the-sneak-attack-feminism-of-broad-city/>. Blay, Zeba, “How Feminist TV Became the New Normal.” Huffington Post, 2015. 15 Dec. 2016. <http://www.huffingtonpost.com.au/entry/how-feminist-tv-became-the-new-normal_n_7567898>. Broad City. Comedy Central. New York City. 22 Jan. 2014. Television.“Broad City: Smart Girls w/ Amy Poehler.” YouTube. Uploaded by Amy Poehler’s Smart Girls, 17 May 2013. 15 Dec. 2016 <https://www.youtube.com/watch?v=gd0Lovd4Xv0>.Christian, Aymar Jean. “How Does a Web Series Jump to TV?” IndieWire 2014. 2 Dec. 2016. 15 Dec. 2016 <http://www.indiewire.com/2014/02/how-does-a-web-series-jump-to-tv-29618/>. ———. “The Web as Television Reimagined? Online Networks and the Pursuit of Legacy Media.” Journal of Communication Enquiry 36.4 (2012): 340-356.C.K., Louis. “On Horace and Pete.” LouisCK 2016. 2 Jan. 2017 <https://louisck.net/news/about-horace-and-pete>. DeFino, D.J. The HBO Effect. Sydney: Bloomsbury Academic, 2014. De Moraes, L. "Score One for Old Media." Washington Post, 27 Feb. 2008. 28 Dec. 2016 <www.washingtonpost.com/wp-dyn/content/article/2008/02/27/AR2008022703374.html>. Girls. HBO Time Warner. New York City. 15 Apr. 2012. Television. Haters Back Off. Netflix. Scotts Valley. 14 Oct. 2016. Television. Hutcheon, L. A Theory of Adaptation. 2nd ed. New York: Routledge, 2013. Kameir, R. “7 Tips for Making a Hit TV Show, According to the Creators of Broad City.” Fader 22 May 2015. 1 Aug. 2016 <http://www.thefader.com/2015/05/22/7-tips-for-making-a-hit-tv-show-according-to-the-creators-of-broad-city>. Kornblum, Janet, “Check Out These Episodes of Webisodes.” USA Today 12 Dec. 2007. 16 Dec. 2016 <http://www.usatoday.com/life/2007-11-12-webisodes-side_N.htm>.Lowry, Brian, “’Haters Back Off’ Doesn’t Earn Much Love on Netflix.” CNN 12 Oct. 2016. 2 Dec. 2016 <http://edition.cnn.com/2016/10/12/entertainment/haters-back-off-review/>.Miller, B. “Broad City Talks Friendship, Feminism, and F*ck/Marry/Kill.” Bust Magazine 2015. 17 Nov. 2016 <http://bust.com/tv/13755-broad-city-talks-friendship-feminism-and-f-ck-marry-kill.html>.Ng, P. “Comedy Central Renews ‘Broad City’ for Second Season.” Hollywood Reporter 2014. 1 Aug. 2016 <http://www.hollywoodreporter.com/live-feed/broad-city-renewed-season-2-683083>.Paley Center for Media. “Broad City – Ilana Glazer, Abbi Jacobson, Amy Poehler, and Seth Rogen.” YouTube. Uploaded by The Paley Center for Media, 16 Dec. 2014. 15 Dec. 2016 <https://www.youtube.com/watch?v=4Ab9AmSk8Yg>.Pierce, Meghan L. “Remediation Theory: Analyzing What Made Quarterlife Successful as an Online Series and Not a Television Series.” Television & New Media 12.4 (2011): 314-325. Quarterlife. NBC. Los Angeles. 26 Feb. 2008. Television.The CollegeHumor Show. MTV. New York City. 8 Feb. 2009. Television. 30 Rock. NBC. Los Angeles. 3 Dec. 2007. Television. “Valentine’s Day.” YouTube. Uploaded by Broad City, 12 Feb. 2011. 15 Dec. 2016 <https://www.youtube.com/watch?v=JcoJW2BOs6g&index=1&list=PLA51423997CDEA1DA>. “What a Wonderful World.” Broad City. Comedy Central, 22 Jan. 2014. Television.

On the morning of Thursday, 4 May 2006, the United States House Permanent Select Committee on Intelligence held an open hearing entitled “Terrorist Use of the Internet.” The Intelligence committee meeting was scheduled to take place in Room 1302 of the Longworth Office Building, a Depression-era structure with a neoclassical façade. Because of a dysfunctional elevator, some of the congressional representatives were late to the meeting. During the testimony about the newest political applications for cutting-edge digital technology, the microphones periodically malfunctioned, and witnesses complained of “technical problems” several times. By the end of the day it seemed that what was to be remembered about the hearing was the shocking revelation that terrorists were using videogames to recruit young jihadists. The Associated Press wrote a short, restrained article about the hearing that only mentioned “computer games and recruitment videos” in passing. Eager to have their version of the news item picked up, Reuters made videogames the focus of their coverage with a headline that announced, “Islamists Using US Videogames in Youth Appeal.” Like a game of telephone, as the Reuters videogame story was quickly re-run by several Internet news services, each iteration of the title seemed less true to the exact language of the original. One Internet news service changed the headline to “Islamic militants recruit using U.S. video games.” Fox News re-titled the story again to emphasise that this alert about technological manipulation was coming from recognised specialists in the anti-terrorism surveillance field: “Experts: Islamic Militants Customizing Violent Video Games.” As the story circulated, the body of the article remained largely unchanged, in which the Reuters reporter described the digital materials from Islamic extremists that were shown at the congressional hearing. During the segment that apparently most captured the attention of the wire service reporters, eerie music played as an English-speaking narrator condemned the “infidel” and declared that he had “put a jihad” on them, as aerial shots moved over 3D computer-generated images of flaming oil facilities and mosques covered with geometric designs. Suddenly, this menacing voice-over was interrupted by an explosion, as a virtual rocket was launched into a simulated military helicopter. The Reuters reporter shared this dystopian vision from cyberspace with Western audiences by quoting directly from the chilling commentary and describing a dissonant montage of images and remixed sound. “I was just a boy when the infidels came to my village in Blackhawk helicopters,” a narrator’s voice said as the screen flashed between images of street-level gunfights, explosions and helicopter assaults. Then came a recording of President George W. Bush’s September 16, 2001, statement: “This crusade, this war on terrorism, is going to take a while.” It was edited to repeat the word “crusade,” which Muslims often define as an attack on Islam by Christianity. According to the news reports, the key piece of evidence before Congress seemed to be a film by “SonicJihad” of recorded videogame play, which – according to the experts – was widely distributed online. Much of the clip takes place from the point of view of a first-person shooter, seen as if through the eyes of an armed insurgent, but the viewer also periodically sees third-person action in which the player appears as a running figure wearing a red-and-white checked keffiyeh, who dashes toward the screen with a rocket launcher balanced on his shoulder. Significantly, another of the player’s hand-held weapons is a detonator that triggers remote blasts. As jaunty music plays, helicopters, tanks, and armoured vehicles burst into smoke and flame. Finally, at the triumphant ending of the video, a green and white flag bearing a crescent is hoisted aloft into the sky to signify victory by Islamic forces. To explain the existence of this digital alternative history in which jihadists could be conquerors, the Reuters story described the deviousness of the country’s terrorist opponents, who were now apparently modifying popular videogames through their wizardry and inserting anti-American, pro-insurgency content into U.S.-made consumer technology. One of the latest video games modified by militants is the popular “Battlefield 2” from leading video game publisher, Electronic Arts Inc of Redwood City, California. Jeff Brown, a spokesman for Electronic Arts, said enthusiasts often write software modifications, known as “mods,” to video games. “Millions of people create mods on games around the world,” he said. “We have absolutely no control over them. It’s like drawing a mustache on a picture.” Although the Electronic Arts executive dismissed the activities of modders as a “mustache on a picture” that could only be considered little more than childish vandalism of their off-the-shelf corporate product, others saw a more serious form of criminality at work. Testifying experts and the legislators listening on the committee used the video to call for greater Internet surveillance efforts and electronic counter-measures. Within twenty-four hours of the sensationalistic news breaking, however, a group of Battlefield 2 fans was crowing about the idiocy of reporters. The game play footage wasn’t from a high-tech modification of the software by Islamic extremists; it had been posted on a Planet Battlefield forum the previous December of 2005 by a game fan who had cut together regular game play with a Bush remix and a parody snippet of the soundtrack from the 2004 hit comedy film Team America. The voice describing the Black Hawk helicopters was the voice of Trey Parker of South Park cartoon fame, and – much to Parker’s amusement – even the mention of “goats screaming” did not clue spectators in to the fact of a comic source. Ironically, the moment in the movie from which the sound clip is excerpted is one about intelligence gathering. As an agent of Team America, a fictional elite U.S. commando squad, the hero of the film’s all-puppet cast, Gary Johnston, is impersonating a jihadist radical inside a hostile Egyptian tavern that is modelled on the cantina scene from Star Wars. Additional laughs come from the fact that agent Johnston is accepted by the menacing terrorist cell as “Hakmed,” despite the fact that he utters a series of improbable clichés made up of incoherent stereotypes about life in the Middle East while dressed up in a disguise made up of shoe polish and a turban from a bathroom towel. The man behind the “SonicJihad” pseudonym turned out to be a twenty-five-year-old hospital administrator named Samir, and what reporters and representatives saw was nothing more exotic than game play from an add-on expansion pack of Battlefield 2, which – like other versions of the game – allows first-person shooter play from the position of the opponent as a standard feature. While SonicJihad initially joined his fellow gamers in ridiculing the mainstream media, he also expressed astonishment and outrage about a larger politics of reception. In one interview he argued that the media illiteracy of Reuters potentially enabled a whole series of category errors, in which harmless gamers could be demonised as terrorists. It wasn’t intended for the purpose what it was portrayed to be by the media. So no I don’t regret making a funny video . . . why should I? The only thing I regret is thinking that news from Reuters was objective and always right. The least they could do is some online research before publishing this. If they label me al-Qaeda just for making this silly video, that makes you think, what is this al-Qaeda? And is everything al-Qaeda? Although Sonic Jihad dismissed his own work as “silly” or “funny,” he expected considerably more from a credible news agency like Reuters: “objective” reporting, “online research,” and fact-checking before “publishing.” Within the week, almost all of the salient details in the Reuters story were revealed to be incorrect. SonicJihad’s film was not made by terrorists or for terrorists: it was not created by “Islamic militants” for “Muslim youths.” The videogame it depicted had not been modified by a “tech-savvy militant” with advanced programming skills. Of course, what is most extraordinary about this story isn’t just that Reuters merely got its facts wrong; it is that a self-identified “parody” video was shown to the august House Intelligence Committee by a team of well-paid “experts” from the Science Applications International Corporation (SAIC), a major contractor with the federal government, as key evidence of terrorist recruitment techniques and abuse of digital networks. Moreover, this story of media illiteracy unfolded in the context of a fundamental Constitutional debate about domestic surveillance via communications technology and the further regulation of digital content by lawmakers. Furthermore, the transcripts of the actual hearing showed that much more than simple gullibility or technological ignorance was in play. Based on their exchanges in the public record, elected representatives and government experts appear to be keenly aware that the digital discourses of an emerging information culture might be challenging their authority and that of the longstanding institutions of knowledge and power with which they are affiliated. These hearings can be seen as representative of a larger historical moment in which emphatic declarations about prohibiting specific practices in digital culture have come to occupy a prominent place at the podium, news desk, or official Web portal. This environment of cultural reaction can be used to explain why policy makers’ reaction to terrorists’ use of networked communication and digital media actually tells us more about our own American ideologies about technology and rhetoric in a contemporary information environment. When the experts come forward at the Sonic Jihad hearing to “walk us through the media and some of the products,” they present digital artefacts of an information economy that mirrors many of the features of our own consumption of objects of electronic discourse, which seem dangerously easy to copy and distribute and thus also create confusion about their intended meanings, audiences, and purposes. From this one hearing we can see how the reception of many new digital genres plays out in the public sphere of legislative discourse. Web pages, videogames, and Weblogs are mentioned specifically in the transcript. The main architecture of the witnesses’ presentation to the committee is organised according to the rhetorical conventions of a PowerPoint presentation. Moreover, the arguments made by expert witnesses about the relationship of orality to literacy or of public to private communications in new media are highly relevant to how we might understand other important digital genres, such as electronic mail or text messaging. The hearing also invites consideration of privacy, intellectual property, and digital “rights,” because moral values about freedom and ownership are alluded to by many of the elected representatives present, albeit often through the looking glass of user behaviours imagined as radically Other. For example, terrorists are described as “modders” and “hackers” who subvert those who properly create, own, legitimate, and regulate intellectual property. To explain embarrassing leaks of infinitely replicable digital files, witness Ron Roughead says, “We’re not even sure that they don’t even hack into the kinds of spaces that hold photographs in order to get pictures that our forces have taken.” Another witness, Undersecretary of Defense for Policy and International Affairs, Peter Rodman claims that “any video game that comes out, as soon as the code is released, they will modify it and change the game for their needs.” Thus, the implication of these witnesses’ testimony is that the release of code into the public domain can contribute to political subversion, much as covert intrusion into computer networks by stealthy hackers can. However, the witnesses from the Pentagon and from the government contractor SAIC often present a contradictory image of the supposed terrorists in the hearing transcripts. Sometimes the enemy is depicted as an organisation of technological masterminds, capable of manipulating the computer code of unwitting Americans and snatching their rightful intellectual property away; sometimes those from the opposing forces are depicted as pre-modern and even sub-literate political innocents. In contrast, the congressional representatives seem to focus on similarities when comparing the work of “terrorists” to the everyday digital practices of their constituents and even of themselves. According to the transcripts of this open hearing, legislators on both sides of the aisle express anxiety about domestic patterns of Internet reception. Even the legislators’ own Web pages are potentially disruptive electronic artefacts, particularly when the demands of digital labour interfere with their duties as lawmakers. Although the subject of the hearing is ostensibly terrorist Websites, Representative Anna Eshoo (D-California) bemoans the difficulty of maintaining her own official congressional site. As she observes, “So we are – as members, I think we’re very sensitive about what’s on our Website, and if I retained what I had on my Website three years ago, I’d be out of business. So we know that they have to be renewed. They go up, they go down, they’re rebuilt, they’re – you know, the message is targeted to the future.” In their questions, lawmakers identify Weblogs (blogs) as a particular area of concern as a destabilising alternative to authoritative print sources of information from established institutions. Representative Alcee Hastings (D-Florida) compares the polluting power of insurgent bloggers to that of influential online muckrakers from the American political Right. Hastings complains of “garbage on our regular mainstream news that comes from blog sites.” Representative Heather Wilson (R-New Mexico) attempts to project a media-savvy persona by bringing up the “phenomenon of blogging” in conjunction with her questions about jihadist Websites in which she notes how Internet traffic can be magnified by cooperative ventures among groups of ideologically like-minded content-providers: “These Websites, and particularly the most active ones, are they cross-linked? And do they have kind of hot links to your other favorite sites on them?” At one point Representative Wilson asks witness Rodman if he knows “of your 100 hottest sites where the Webmasters are educated? What nationality they are? Where they’re getting their money from?” In her questions, Wilson implicitly acknowledges that Web work reflects influences from pedagogical communities, economic networks of the exchange of capital, and even potentially the specific ideologies of nation-states. It is perhaps indicative of the government contractors’ anachronistic worldview that the witness is unable to answer Wilson’s question. He explains that his agency focuses on the physical location of the server or ISP rather than the social backgrounds of the individuals who might be manufacturing objectionable digital texts. The premise behind the contractors’ working method – surveilling the technical apparatus not the social network – may be related to other beliefs expressed by government witnesses, such as the supposition that jihadist Websites are collectively produced and spontaneously emerge from the indigenous, traditional, tribal culture, instead of assuming that Iraqi insurgents have analogous beliefs, practices, and technological awareness to those in first-world countries. The residual subtexts in the witnesses’ conjectures about competing cultures of orality and literacy may tell us something about a reactionary rhetoric around videogames and digital culture more generally. According to the experts before Congress, the Middle Eastern audience for these videogames and Websites is limited by its membership in a pre-literate society that is only capable of abortive cultural production without access to knowledge that is archived in printed codices. Sometimes the witnesses before Congress seem to be unintentionally channelling the ideas of the late literacy theorist Walter Ong about the “secondary orality” associated with talky electronic media such as television, radio, audio recording, or telephone communication. Later followers of Ong extend this concept of secondary orality to hypertext, hypermedia, e-mail, and blogs, because they similarly share features of both speech and written discourse. Although Ong’s disciples celebrate this vibrant reconnection to a mythic, communal past of what Kathleen Welch calls “electric rhetoric,” the defence industry consultants express their profound state of alarm at the potentially dangerous and subversive character of this hybrid form of communication. The concept of an “oral tradition” is first introduced by the expert witnesses in the context of modern marketing and product distribution: “The Internet is used for a variety of things – command and control,” one witness states. “One of the things that’s missed frequently is how and – how effective the adversary is at using the Internet to distribute product. They’re using that distribution network as a modern form of oral tradition, if you will.” Thus, although the Internet can be deployed for hierarchical “command and control” activities, it also functions as a highly efficient peer-to-peer distributed network for disseminating the commodity of information. Throughout the hearings, the witnesses imply that unregulated lateral communication among social actors who are not authorised to speak for nation-states or to produce legitimated expert discourses is potentially destabilising to political order. Witness Eric Michael describes the “oral tradition” and the conventions of communal life in the Middle East to emphasise the primacy of speech in the collective discursive practices of this alien population: “I’d like to point your attention to the media types and the fact that the oral tradition is listed as most important. The other media listed support that. And the significance of the oral tradition is more than just – it’s the medium by which, once it comes off the Internet, it is transferred.” The experts go on to claim that this “oral tradition” can contaminate other media because it functions as “rumor,” the traditional bane of the stately discourse of military leaders since the classical era. The oral tradition now also has an aspect of rumor. A[n] event takes place. There is an explosion in a city. Rumor is that the United States Air Force dropped a bomb and is doing indiscriminate killing. This ends up being discussed on the street. It ends up showing up in a Friday sermon in a mosque or in another religious institution. It then gets recycled into written materials. Media picks up the story and broadcasts it, at which point it’s now a fact. In this particular case that we were telling you about, it showed up on a network television, and their propaganda continues to go back to this false initial report on network television and continue to reiterate that it’s a fact, even though the United States government has proven that it was not a fact, even though the network has since recanted the broadcast. In this example, many-to-many discussion on the “street” is formalised into a one-to many “sermon” and then further stylised using technology in a one-to-many broadcast on “network television” in which “propaganda” that is “false” can no longer be disputed. This “oral tradition” is like digital media, because elements of discourse can be infinitely copied or “recycled,” and it is designed to “reiterate” content. In this hearing, the word “rhetoric” is associated with destructive counter-cultural forces by the witnesses who reiterate cultural truisms dating back to Plato and the Gorgias. For example, witness Eric Michael initially presents “rhetoric” as the use of culturally specific and hence untranslatable figures of speech, but he quickly moves to an outright castigation of the entire communicative mode. “Rhetoric,” he tells us, is designed to “distort the truth,” because it is a “selective” assembly or a “distortion.” Rhetoric is also at odds with reason, because it appeals to “emotion” and a romanticised Weltanschauung oriented around discourses of “struggle.” The film by SonicJihad is chosen as the final clip by the witnesses before Congress, because it allegedly combines many different types of emotional appeal, and thus it conveniently ties together all of the themes that the witnesses present to the legislators about unreliable oral or rhetorical sources in the Middle East: And there you see how all these products are linked together. And you can see where the games are set to psychologically condition you to go kill coalition forces. You can see how they use humor. You can see how the entire campaign is carefully crafted to first evoke an emotion and then to evoke a response and to direct that response in the direction that they want. Jihadist digital products, especially videogames, are effective means of manipulation, the witnesses argue, because they employ multiple channels of persuasion and carefully sequenced and integrated subliminal messages. To understand the larger cultural conversation of the hearing, it is important to keep in mind that the related argument that “games” can “psychologically condition” players to be predisposed to violence is one that was important in other congressional hearings of the period, as well one that played a role in bills and resolutions that were passed by the full body of the legislative branch. In the witness’s testimony an appeal to anti-game sympathies at home is combined with a critique of a closed anti-democratic system abroad in which the circuits of rhetorical production and their composite metonymic chains are described as those that command specific, unvarying, robotic responses. This sharp criticism of the artful use of a presentation style that is “crafted” is ironic, given that the witnesses’ “compilation” of jihadist digital material is staged in the form of a carefully structured PowerPoint presentation, one that is paced to a well-rehearsed rhythm of “slide, please” or “next slide” in the transcript. The transcript also reveals that the members of the House Intelligence Committee were not the original audience for the witnesses’ PowerPoint presentation. Rather, when it was first created by SAIC, this “expert” presentation was designed for training purposes for the troops on the ground, who would be facing the challenges of deployment in hostile terrain. According to the witnesses, having the slide show showcased before Congress was something of an afterthought. Nonetheless, Congressman Tiahrt (R-KN) is so impressed with the rhetorical mastery of the consultants that he tries to appropriate it. As Tiarht puts it, “I’d like to get a copy of that slide sometime.” From the hearing we also learn that the terrorists’ Websites are threatening precisely because they manifest a polymorphously perverse geometry of expansion. For example, one SAIC witness before the House Committee compares the replication and elaboration of digital material online to a “spiderweb.” Like Representative Eshoo’s site, he also notes that the terrorists’ sites go “up” and “down,” but the consultant is left to speculate about whether or not there is any “central coordination” to serve as an organising principle and to explain the persistence and consistency of messages despite the apparent lack of a single authorial ethos to offer a stable, humanised, point of reference. In the hearing, the oft-cited solution to the problem created by the hybridity and iterability of digital rhetoric appears to be “public diplomacy.” Both consultants and lawmakers seem to agree that the damaging messages of the insurgents must be countered with U.S. sanctioned information, and thus the phrase “public diplomacy” appears in the hearing seven times. However, witness Roughhead complains that the protean “oral tradition” and what Henry Jenkins has called the “transmedia” character of digital culture, which often crosses several platforms of traditional print, projection, or broadcast media, stymies their best rhetorical efforts: “I think the point that we’ve tried to make in the briefing is that wherever there’s Internet availability at all, they can then download these – these programs and put them onto compact discs, DVDs, or post them into posters, and provide them to a greater range of people in the oral tradition that they’ve grown up in. And so they only need a few Internet sites in order to distribute and disseminate the message.” Of course, to maintain their share of the government market, the Science Applications International Corporation also employs practices of publicity and promotion through the Internet and digital media. They use HTML Web pages for these purposes, as well as PowerPoint presentations and online video. The rhetoric of the Website of SAIC emphasises their motto “From Science to Solutions.” After a short Flash film about how SAIC scientists and engineers solve “complex technical problems,” the visitor is taken to the home page of the firm that re-emphasises their central message about expertise. The maps, uniforms, and specialised tools and equipment that are depicted in these opening Web pages reinforce an ethos of professional specialisation that is able to respond to multiple threats posed by the “global war on terror.” By 26 June 2006, the incident finally was being described as a “Pentagon Snafu” by ABC News. From the opening of reporter Jake Tapper’s investigative Webcast, established government institutions were put on the spot: “So, how much does the Pentagon know about videogames? Well, when it came to a recent appearance before Congress, apparently not enough.” Indeed, the very language about “experts” that was highlighted in the earlier coverage is repeated by Tapper in mockery, with the significant exception of “independent expert” Ian Bogost of the Georgia Institute of Technology. If the Pentagon and SAIC deride the legitimacy of rhetoric as a cultural practice, Bogost occupies himself with its defence. In his recent book Persuasive Games: The Expressive Power of Videogames, Bogost draws upon the authority of the “2,500 year history of rhetoric” to argue that videogames represent a significant development in that cultural narrative. Given that Bogost and his Watercooler Games Weblog co-editor Gonzalo Frasca were actively involved in the detective work that exposed the depth of professional incompetence involved in the government’s line-up of witnesses, it is appropriate that Bogost is given the final words in the ABC exposé. As Bogost says, “We should be deeply bothered by this. We should really be questioning the kind of advice that Congress is getting.” Bogost may be right that Congress received terrible counsel on that day, but a close reading of the transcript reveals that elected officials were much more than passive listeners: in fact they were lively participants in a cultural conversation about regulating digital media. After looking at the actual language of these exchanges, it seems that the persuasiveness of the misinformation from the Pentagon and SAIC had as much to do with lawmakers’ preconceived anxieties about practices of computer-mediated communication close to home as it did with the contradictory stereotypes that were presented to them about Internet practices abroad. In other words, lawmakers found themselves looking into a fun house mirror that distorted what should have been familiar artefacts of American popular culture because it was precisely what they wanted to see. References ABC News. “Terrorist Videogame?” Nightline Online. 21 June 2006. 22 June 2006 http://abcnews.go.com/Video/playerIndex?id=2105341>. Bogost, Ian. Persuasive Games: Videogames and Procedural Rhetoric. Cambridge, MA: MIT Press, 2007. Game Politics. “Was Congress Misled by ‘Terrorist’ Game Video? We Talk to Gamer Who Created the Footage.” 11 May 2006. http://gamepolitics.livejournal.com/285129.html#cutid1>. Jenkins, Henry. Convergence Culture: Where Old and New Media Collide. New York: New York UP, 2006. julieb. “David Morgan Is a Horrible Writer and Should Be Fired.” Online posting. 5 May 2006. Dvorak Uncensored Cage Match Forums. http://cagematch.dvorak.org/index.php/topic,130.0.html>. Mahmood. “Terrorists Don’t Recruit with Battlefield 2.” GGL Global Gaming. 16 May 2006 http://www.ggl.com/news.php?NewsId=3090>. Morgan, David. “Islamists Using U.S. Video Games in Youth Appeal.” Reuters online news service. 4 May 2006 http://today.reuters.com/news/ArticleNews.aspx?type=topNews &storyID=2006-05-04T215543Z_01_N04305973_RTRUKOC_0_US-SECURITY- VIDEOGAMES.xml&pageNumber=0&imageid=&cap=&sz=13&WTModLoc= NewsArt-C1-ArticlePage2>. Ong, Walter J. Orality and Literacy: The Technologizing of the Word. London/New York: Methuen, 1982. Parker, Trey. Online posting. 7 May 2006. 9 May 2006 http://www.treyparker.com>. Plato. “Gorgias.” Plato: Collected Dialogues. Princeton: Princeton UP, 1961. Shrader, Katherine. “Pentagon Surfing Thousands of Jihad Sites.” Associated Press 4 May 2006. SonicJihad. “SonicJihad: A Day in the Life of a Resistance Fighter.” Online posting. 26 Dec. 2005. Planet Battlefield Forums. 9 May 2006 http://www.forumplanet.com/planetbattlefield/topic.asp?fid=13670&tid=1806909&p=1>. Tapper, Jake, and Audery Taylor. “Terrorist Video Game or Pentagon Snafu?” ABC News Nightline 21 June 2006. 30 June 2006 http://abcnews.go.com/Nightline/Technology/story?id=2105128&page=1>. U.S. Congressional Record. Panel I of the Hearing of the House Select Intelligence Committee, Subject: “Terrorist Use of the Internet for Communications.” Federal News Service. 4 May 2006. Welch, Kathleen E. Electric Rhetoric: Classical Rhetoric, Oralism, and the New Literacy. Cambridge, MA: MIT Press, 1999. Citation reference for this article MLA Style Losh, Elizabeth. "Artificial Intelligence: Media Illiteracy and the SonicJihad Debacle in Congress." M/C Journal 10.5 (2007). echo date('d M. Y'); ?> <http://journal.media-culture.org.au/0710/08-losh.php>. APA Style Losh, E. (Oct. 2007) "Artificial Intelligence: Media Illiteracy and the SonicJihad Debacle in Congress," M/C Journal, 10(5). Retrieved echo date('d M. Y'); ?> from <http://journal.media-culture.org.au/0710/08-losh.php>.

Plagiarism is wonderfully productive. It has spawned reams of policy documents, countless ‘model essay’ Web sites selling prefab or custom-written ‘examples’ of coursework, not to mention the database software used by universities to catch their clients and anyone else whose work presents a recurrence of a previously-seen paragraph, page or whole essay. That is not all. Plagiarism hearings at schools up and down the international educational hierarchy are a veritable job-creation scheme in themselves, now that every student’s first port of call when setting out on a research journey is Google, not the nearest library. Spare a thought for the futility of these endless exercises in the means of correct training: The accused sits in front of a presiding teacher (who sometimes is the accuser, sometimes not) with one or two other faculty who act as witnesses, jury or judges, depending on the system at hand. Of course, I can’t be specific about the hearings I’ve attended, but they tend to be dismally identical: The accusation is made, the consequences listed, the evidence presented and then the accused may offer explanations, mitigating circumstances, and other arguments in his/her defence. In these circumstances, the role of plagiarist is usually performed in the voice of one of three stock-characters: The unrepentant (‘OK, you caught me, so what? Do what you like.’), the complicit (‘This is so unfair! Everybody does it.’), and the ignorant (‘I didn’t know you weren’t supposed to!’). All of them are treated as sinners, but if plagiarism is a sin, what is the temptation? Those plagiarists meeting their fate at colleges and universities across the wired world, and all the others who are getting away with it, have been tempted to dip into texts that are freely or commercially accessible online, and to snatch snippets or whole chunks of those texts to present as their own. Why? The simplest answer is the desire to complete an assignment with the least effort. However, it won’t suffice to stop there and join the inquisitors. Lazy students existed long before Web pages and search engines were invented. There is something more happening here, and it has to do with the cultural transformation of the practice of writing. Student writers are faced with a wealth of material that is, if not authorless, then at least free of the ubiquitous authorial branding of conventional publishing. This is particularly true of scholarly material, often publicly funded, sponsored by grants, and made accessible on Web sites like M/C Journal. Alternatively, there exist various ‘open source’ writing projects taking place online, in weblogs (written by individuals or teams) and collectively produced ‘wikis‘. The Wikipedia is a good example of this kind of communitarian writing project. It’s an encyclopedia which the users can modify, regulated by the corrections and changes that other users make to the previous versions of an entry. It is a text constantly subjected to new updates, add-ons and hyperlinks. This variability is characteristic of all ‘new media objects’ (Manovich 36-40), and for writing it means that the draft-stage is never over – there are only successive versions. ‘But what about reliability, the authority of the sources?’ ask the scholarly-minded among us, myself included. Excepting peer-reviewed online journals, what guarantees do we have that the material our students are referencing or copy/pasting is worth the server-space it was stored on? For that, there is a tantalising answer; namely, another kind of authority which springs from the inherent inequality of Web links. We can illustrate this by the seemingly egalitarian practice of blogging. Anyone can start a weblog, and put their (and others’) work out into the online commons. Blogs contain not just text, but also images, audio, and music – they are highly flexible media platforms. Their content is free to see, hear, copy, even tinker with (or ‘version’), so long as the user links back to the original site. The link is the crucial reward, indicating that someone thinks this site worthy of attention. This is why blogs and other avenues of open source intellectual work are seemingly egalitarian. Linkage is the currency of all online content, and the organising principle of its hierarchy: The more links to a site, the greater its authority. Google does this for web pages in general, by cataloguing them and organising search query results by the number of links to the relevant websites. In a more specific way Technorati does the same thing for weblogs, measuring the ‘authority’ of a blog by how many others link to it. Finally, Blogshares.com takes the link-currency analogy all the way, operating a market for trading ‘shares’ in blogs. The valuation of each blog depends on the combined value of incoming links, which means that if I get linked by a particularly popular blog my stock goes up. In other words, there is a great deal of prestige or social capital to be gained by putting one’s work out into the online commons if – and this is a big if – it eventually gets noticed, cited, copied, distributed, engaged with, and linked. Linkage is currency because it represents a scarce resource, the attention of people. The low opportunity cost of starting a blog and the large number of bloggers make for a highly competitive environment, if a blogger’s objective is to get noticed. Jason Kottke has provided a concise illustration of this in a short article titled ‘Weblogs and Power Laws‘, which also contains a useful list of links (what else?) to further reading. Of course, counting citations has been a commonplace measure of a scholar’s authority for a long time, but when practiced on the Web in the form of linkage the old objection to citation-statistics is still pertinent: Just because someone gets cited does not mean the citations are favourable, and it doesn’t measure the quality of the scholarship. But it does measure the ability to gain and hold the attention of readers; the ‘stickiness’ (Gladwell 89-91) of a Web site, an author, or a piece of software is what counts. This is the media-situation in which students find themselves tempted. Plagiarism, far from being some sort of Internet-borne plague on the house of education, is a symptom of an emerging mode of reading and writing as usage – as participation in the creation of a social network of texts (e.g., blogrolls, comments-sections and social bookmarks sites like del.icio.us). Learners are easily baffled by linkage. They wander between Web sites, they browse, and sometimes they copy/paste material together. And sometimes they get caught. In other words, they need to be trained to take charge of their reading, processing and writing. The pedagogical challenge is to help students to participate in all of this. If our students can easily copy/paste out of the commons of the Web, and in a pinch buy an ‘example’ to pass off as their own, are not all summative essays and term papers now suspect? Furthermore, if this means the practice of basing a student’s mark on whatever product is handed in at the end of a course is now doomed to sink under the weight of endless plagiarism hearings, then that’s good news. At least it’s good news for those of us convinced that higher education is not about depositing information in the brains of our students, but rather to help them master the necessary information-skills; that is, to collect, assess, and utilise information on their own, and to integrate it into their practice. Learning to write is a lifelong process of finding one’s own voice, wrestling with the structural constraints of the sentence, the paragraph and the form. The way to spot a plagiarist is to notice the style, but style goes beyond words. It is the signature of independent thinking, of a successfully educated person who has passed beyond mere competence in a set of skills to creatively master them by means of apprenticeship, imitation and experimentation (Dreyfus 32-49). To put this in more concrete terms, encouraging continuous process over product is a feasible tactic to discourage plagiarism and the purchase of prefab essays online, because it forces the would-be plagiarist to reverse-engineer an outline, rough draft and other precursors to the final draft. When process matters, plagiarism becomes more trouble than it is worth. This tactic belongs to a larger strategy: What is at stake here is more than simply discouraging cheating; rather, there is now an opportunity to reassert the specific values of the humanities against the ubiquitous utilitarian reduction of higher education to mere knowledge-transfer, skills-training and the granting of credentials which may or may not provide an advantage in the job market. The now-pervasive temptation to plagiarise represents a chance for teachers to privilege process over product, and to teach the ethics of credit, attribution and linkage as immanent to that process. Wikis, blogs, and the mutual link-exchanges between online producers are now the facts of life for writers who interact, collaborate, and promote their work online. These practices afford new opportunities to think through the ethical principles of the online commons, not least what it means to give credit in social rather than monetary terms: Link and you shall be linked back to. References Dreyfus, Hubert. On the Internet. London: Routledge, 2001. Gladwell, Malcolm. The Tipping Point: How Little Things Can Make a Big Difference. New York: Little, Brown & Co., 2000. Kottke, Jason. “Weblogs and Power Laws.” Kottke.org. 15 Jun. 2005 http://www.kottke.org/03/02/weblogs-and-power-laws>. Manovich, Lev. The Language of New Media. Cambridge: MIT Press, 2001. Citation reference for this article MLA Style Sigthorsson, Gauti. "Copy/Paste: The Joys of Plagiarism." M/C Journal 8.3 (2005). echo date('d M. Y'); ?> <http://journal.media-culture.org.au/0507/04-sigthorsson.php>. APA Style Sigthorsson, G. (Jul. 2005) "Copy/Paste: The Joys of Plagiarism," M/C Journal, 8(3). Retrieved echo date('d M. Y'); ?> from <http://journal.media-culture.org.au/0507/04-sigthorsson.php>.

Observational records of fungi by citizen scientists have mushroomed over the last three decades, especially those submitted via on-line platforms, increasingly accompanied by images. For example, Research Grade observations of Fungi in iNaturalist have increased from just over 5,000 for 2010 to more than 400,000 for 2020, with annual rates of increase of more than 60% in recent years. A feature of fungi records on platforms such as iNaturalist and Mushroom Observer is that the identification of numerous images remains unconfirmed. Of the more than 4 million observations of fungi in iNaturalist, more than 70% are not confirmed as Research Grade, either because the identification is not to species, or because the minimum number of confirming identifications has not been reached. Images are unidentified due to several factors, including that characters necessary for identification are not visible. This aside, many field images are of species of fungi whose identification is challenging, due to subtle macroscopic distinguishing features or because microscopic or DNA characters are required for accurate identification. Even among identified records, misidentifications are common among both observational and herbarium records, due to misapplication of names from one geographic area to another and numerous undescribed species (coupled with the tendency for naive observers to over-identify their observations). One strategy to deal with high under- or mis-identification rates is the use of target species, which are species selected and presented as readily identifiable. Given that citizen science platforms have wide appeal, and many users do not have expert knowledge of fungi, target species make initial engagement more satisfying by facilitating the identification of at least some observations, by both the observer and subsequent identifiers. Target species selection can be based on a range of factors. From the observer point of view, species that are common and widespread provide the advantage that the observer has a reasonable chance of encountering some species on any excursion. Selection of species can be further stratified by habits, hosts and substrates. Diversity of morphological and trophic groups among targets serves to introduce recorders to major groups and educates about the way fungi interact with their environment and other organisms. The most important aspect of target species is identifiability. Expert knowledge of species that could be encountered must be used to select species. Monographs of fungi tend to focus on differentiation from taxonomically related species, often using microscopic characters. In providing information on target species, it is vital to provide comparisons to look-a-like (macroscopically similar) species, whether related or not and whether formally described or not. In Australia, Fungimap commenced in 1995 as a fungi mapping scheme. Initially eight target species were selected, growing to 200 species. Key elements in the success of the scheme included: (1) a regular Fungimap Newsletter, (2) an illustrated guide to the first 100 target species (Fungi Down Under, published in 2005) in which inclusion of maps for all species was a spur for observers to fill and extend distributions, which at that stage were often patchy, (3) a small team of identifiers, who checked incoming records, and (4) training opportunities via workshops and forays. Fungimap records were initially handled in-house in a purpose-built database that lacked a web interface, but could handle input from spreadhseets. Records are regularly supplied to the Atlas of Living Australia and thence to the Global Biodiversity Information Facility. Observers are now encouraged to use the Fungimap Australia project in iNaturalist. Use of target species significantly increased the number and geographic spread of records. For example, prior to 1990, the highly distinctive Pixie’s Parasol (Mycena interrupta) was known from few specimens (17 unique databased specimens). Inclusion as a target species has yielded more than 2,300 observation records, specifically contributed to Fungimap. There are more than 3,400 observations of the species, of which 99% were contributed since 1990. These data allow presentation of mature distribution maps in contexts such as the Australian State of the Environment report for 2016. In relation to conservation threat assessments, data on target species can support apparent rarity by comparison of records of rare species against those of more common species that are in the same list. The assessment of Tea-tree Fingers (Hypocreopsis amplectens) as Critically Endangered on the IUCN Red List of Threatened Species was supported by the fact that this species had been a Fungimap target since 1999, but at the time of the assessment in 2019 was known only from four sites. Challenges in the use of target species include: (1) adjusting lists to incorporate new taxonomies without confusing recorders, (2) dealing with species that are not formally described, such as those with "field" names, (3) communicating with recorders not engaged with local networks that species belong to target sets, and (4) growing target species lists to maintain engagement. Nevertheless, target species are useful for observers and identifiers, and expert categorisation of the “identifiability” of species could be a useful feature to add to aggregated data sets, for use as a potential filter.

These days, when we speak of the Internet, electronic networks, or computer-mediated communication (CMC) in general, the term 'cyberspace' all too readily presents itself as a blanket description of these communications systems. Without question it's an attractive and powerful metaphor -- and that "the way we think, what we experience, and what we do every day is very much a matter of metaphor" (Lakoff & Johnson 3) has by now been proven convincingly by the work of cognitive linguists. They have found that "metaphors serve to organise and interpret experience" (Closs Traugott 49), and so the influence, especially on users only just coming to terms with the Net, of an image of computer-mediated communication processes as taking place in a cyber-space of some description is immense: it's no accident that we speak of homepages and attempt to enter Websites and ftp servers, which in turn protect themselves from the outside cyberworld using firewalls. In itself, that's no problem -- we need salient metaphors in order to conceptualise new realms of experience, and a spatial approach to experiencing the Internet comes naturally, given that in 'real life' we interact with a spatial world, after all; we're experts in understanding things through spatial analogies. All those analogies tend to be limited to three- (or, allowing for the temporal dimension, four-) dimensional spatial models, however -- most obviously in the science fiction literature that first popularised the term 'cyberspace', where writers like William Gibson describe the network matrix as a "transparent 3D chessboard extending to infinity" (Gibson 68). Quite obviously, this form of cyberspace basically replicates the structures of the 'real' world: it's merely adding an easy changeability and a suspension of physical laws which material existence cannot offer, but sticking to three dimensions. Outside the VR labs and slick computer graphics-heavy Hollywood movies, however, 'cyberspace' as we experience it today is far removed from such three-dimensional dreams. For the average Internet user, cyberspace has come to stand mainly for the World Wide Web, and here the deeply-ingrained 3D concepts the term conjures up serve to confuse rather than aid an understanding. At the most basic level -- that of the computer screen --, cyberspace inevitably appears in only two dimensions, of course, and it's hard to imagine one's clicking through a range of Webpages as an effortless glide over, or at least a walk through, the global village. On the other hand, with regards to organising the documents that make up that cyberspace, there is no reason why a three-dimensional approach should be favoured over one in any other number of dimensions: as calculating machines without the perceptually-determined preferences of humans, computers can think in four, five, n dimensions just as well as in three. Were we to force our 3D thinking on the machines, in fact, we'd probably end up limiting their usefulness (which in many cases is limited enough as it is). The problem that cyberspace isn't simply a common, Euclidean 3D space is what frequently confuses its human visitors, though: like Homer J. Simpson stepping out of the 2D cartoon into the third dimension, we're disoriented, even frightened -- ask any novice Websurfer who is just trying to find their path through cyberspace. Jumping from site to site, the relative locations to one another of the places they visit remain unclear; 'how do I get to...' is one of the most frequently heard questions. Many of the paths through the Web are temporary, after all, and there are many unexpected shortcuts and hidden passages, as well as roadblocks and detours. Again, an overly three-dimensional conceptualisation obscures more than it describes here: while we may well regard the sites and servers of major organisations as the highrisers in the cyberspatial cityscape, entering them through the main foyer (the central Webpage) is just one of our many options: we might just as well 'materialise' directly in a basement room, as it were, by following a link to a specific page on the site, or enter the hidden thirteenth floor by jumping to a page that hasn't been publicised. Hyperlinks are our wormholes in cyberspace, defined only by their beginning and end, with an indefinite distance in between. How do you explain such feats to someone applying a strict 3D thinking to the Web? Stuck with the traditional options of three-dimensional experience, such a person wouldn't even think these actions possible. That cyberspatial geometry is far from fixed makes the situation even worse. The perception of space crucially depends on understanding the relations between lengths, heights, depths, and locations, but in cyberspace the lengths, heights, depths, and locations depend on one's perception: Websites seem extensive or small to us depending exclusively on how much of them we've explored -- largely, this is because there is never any way to view a site in its entirety, simply because there is no vantage point in cyberspace from which to do so (we're always either immersed in a site, looking from within, or at an unknown distance from it, unable to see from without -- but never just close by, where we might survey the whole site). And our perception of relative location depends entirely on the available hypertext links we are aware of -- the sites listed in our bookmarks are merely a step away, nextdoor, but those we're only vaguely aware of and have to hunt through Yahoo! and other search engines for can be a very long way off. (But we can bring them into immediate proximity simply by adding a bookmark later on.) Finally, while we may change the geography of our cyberworld through our own interventions, attaching Webpages to our individual nets by way of links, these may also slip away again unnoticed -- like a boat from its moorings -- by relocating to a different server or by restructuring their site contents. The relatively stability of three-dimensional space in the 'real' world just doesn't translate to cyberspace. These problems with the spatial metaphor for the Internet and the Web also affect other metaphors similarly grounded in three-dimensional experience. The most persistent and influential of these is the image of the 'global village' that was invented by Marshall McLuhan. This village model has inherited all the 3D limitations we've already seen, and additionally this particular three-dimensional arrangement also introduces further complications in that the idyllic and simplistic image the word 'village' conjures up hardly fits the confusing, contradictory, multi-lingual, multi-ethnic, and highly-populated nature of the Web -- calling this structure a 'global metropolis' seems to be at least some improvement over the 'global village' model (cf. Bruns sect. 4 bite 15ff.), as it opens up the possibility of individual suburbs with their own local identities, of a city centre with the major communal services, of internal politics amongst opposing factions of citizens, and of a number of outskirts areas with various connections to centre and outside. Again, this thought construct necessarily falls short of describing Internet reality in its entirety, of course -- an even more accurate term than 'global metropolis' may be 'Western-hemispheral n-dimensional population centre of variable shape', but that's a bit of a mouthful, really, and so I'll stick with 'global metropolis' for now, adding the caveat that the apparent three-dimensionality of this image shouldn't be taken for granted. In this, interestingly, cyberspace perhaps isn't all that far removed from the 'real world' -- after all, modern physicists are increasingly convinced that there are more dimensions to the universe than the human eye may be prepared to see. References Bruns, Axel. "'Every Home Is Wired': The Use of Internet Discussion Fora by a Subcultural Community." 1998. 5 Nov. 1998. <http://www.uq.net.au/~zzabruns/uni/honours/thesis.php>. Closs Traugott, Elizabeth. "'Conventional' and 'Dead' Metaphors Revisited." The Ubiquity of Metaphor: Metaphor in Language and Thought. Eds. René Dirven and Wolf Paprotté. Amsterdam: John Benjamins, 1985. 17-56. Gibson, William. Neuromancer. London: HarperCollins, 1993. Lakoff, George, and Mark Johnson. Metaphors We Live By. Chicago: U of Chicago P, 1980. Citation reference for this article MLA style: Axel Bruns. "The n-Dimensional Village: Coming to Terms with Cyberspatial Topography." M/C: A Journal of Media and Culture 1.4 (1998). [your date of access] <http://www.uq.edu.au/mc/9811/village.php>. Chicago style: Axel Bruns, "The n-Dimensional Village: Coming to Terms with Cyberspatial Topography," M/C: A Journal of Media and Culture 1, no. 4 (1998), <http://www.uq.edu.au/mc/9811/village.php> ([your date of access]). APA style: Axel Bruns. (1998) The n-Dimensional Village: Coming to Terms with Cyberspatial Topography. M/C: A Journal of Media and Culture 1(4). <http://www.uq.edu.au/mc/9811/village.php> ([your date of access]).

Introduction Let me start by telling you about my “first-world problem”: I study girls’ autobiographical practice in digital spaces but the conceptual tools in my field have been developed chiefly in order to read and analyse printed books. Girls’ digital engagements with self-representation—such as web comics and blogs—are fascinating texts and I want to know what they can tell us about how girls’ written selves connect in complex ways to broader cultural constructions of girlhood. The Greek roots of the word autobiography autos, bios, and graphe (self, life, writing) inform the kinds of approaches that have been taken to address the relationship between an autobiographical text and its author (Smith and Watson, Reading 1). Further, the understanding of autobiography as “self life writing” has shaped what kinds of texts get to be called autobiography and what texts are something else—identity work, media-making, or marginal textual practice. Fortunately, due to the proliferation of online activity that engages autobiographical modes of textual practice, life writing scholars are beginning to develop new tools in order to address these “texts”—blogs, tweets, status updates, avatars, and a variety of digital personas—to find out what they can tell us about cultural understandings of selfhood and what it means to communicate “real” life through media. One of these tools under construction is the idea of “automedia,” which I will elaborate on below. The same integration of digital spaces and platforms into daily life that is prompting the development of new tools in autobiography studies—which P. David Marshall has described as “the proliferation of the public self”—has also given rise to the field of persona studies, which addresses the ways in which individuals engage in practices of self-presentation in order to form commoditised identities that circulate in affective communities (Marshall 163). To the field of persona studies, this essay contributes an approach to the author website as a site of self-presentation that works to “package” an authorial persona for circulation within contemporary literary marketplaces. Significantly, I address these websites not as direct representations of a pre-existing self, but as automedial texts that need to be read and interpreted, and which work to construct the authorial self or persona. I draw on theories of authorship to propose the “author website” as a genre of automedial representation that creates authorial personas for public consumption. Specifically, I consider the website of Erika Moen—a young, female author working in the medium of autobiographical comics—as a case study in order to explore the tensions between Moen’s authorial self (as produced in the digital elements of erikamoen.com) and the other, more deliberately autobiographical, renderings of her self that appear in her comics. Although young cartoonists tend to position themselves as artists rather than authors, the recent academic and critical interest in the “graphic novel” form has resulted in a growing sense of these works as literary and their makers as authors. In thinking through this distinction, Andrew Bennett’s suggestion that “asking ‘what is an author?’ is intimately related to the question ‘what is literature?’” (118) points to why cartoonists, whose texts are part image and part text and only sometimes bound up as books, have not always been contextualised as authors. Contemporary Authors and the Impetus to “Connect” To have an identity as an author is distinct from being an author. It is one thing to sit at a desk doing the work of writing a book. Making oneself visible as an author is a very different kind of work. Writers are asked to present themselves as authors in a range of contexts such as writers’ festivals, readings, book signings, interviews and book promotion tours, and this demand has increased with the rise of social media: writers are now expected to represent themselves across a variety of digital platforms, which currently include Twitter, Facebook, and Instagram. These events and spaces reflect changing reading practices in which readers wish to move beyond the “solitary act of reading” and to participate in literary communities (Johanson and Freeman, 304). Within these communities authors occupy a role that is part celebrity, part guru, and part (imagined) close friend. Johanson and Freeman, in considering the appeal of writers’ festivals, argue “audiences seek genuine relationships with artists […] and are sensitive to a lack of authenticity on the part of the artist in the relationship” (306). Readers want to have access to authors: to get near them, the real them. And this sets up the expectation of a two-way street in which there is pressure on authors to also be participants and to grant readers the access they desire. Author websites are one way that writers respond to the call to make themselves visible and accessible as authors within literary communities, and this call is often framed as an impetus to “connect with” an audience. But the primary function of the author website is to exploit readers’ fascination with the author in order to sell books. In neoliberal cultures the pressure is on for all kinds of people to use online tools and spaces to commoditise their self-representation by cultivating a “self-brand,” and, to varying degrees of alarm, disgust, or pragmatism, this is certainly one way that the author is conceptualised: as a brand name (See Australian Society of Authors; Evers; Force; and Rankin). The author as brand name guarantees and markets a reading experience particular to that brand. As with many other commodities, author brands are a mechanism for organising books into categories with identifiable traits in order that readers/consumers may identify which books appeal to their reading tastes and choose their purchases accordingly. It is as Michel Foucault remarks in answer to the question “What is an Author?”: it is “a certain functional principle by which, in our culture, one limits, excludes and chooses” (159). Digital spaces in particular are seen as opportunities for authors to create an “online presence” by communicating themselves as a brand on a website. I am proposing that we might look at how these websites draw on intimate modes of self-representation to create an author-subject that is knowable to a reading public, and to think about how the features of these sites and their digital contexts shape the kinds of authorial personas that can be produced in the medium of the author website. In order to do this, I now want to turn to the field of auto/biography studies in which there is a growing body of work that considers a range of online modes of self-representation as texts that can be read, analysed and understood within a broader framework of auto/biographical practices (autobiography is sometimes written with a slash, as in, auto/biography in order to acknowledge both biography and autobiography within a range of textual practices that broadly deal with life narrative). It is worth mentioning here that there is much diversity within author websites, and not all of them work to facilitate a connection with the reader. In fact, some work conversely to distance the author or to shroud them in mystery, among a range of other functions and formats. These sites of resistance to the pressure to “connect” are just as interesting in the context of finding out how online spaces are used to construct authors, however, there is not room to explore them here. The Author Website: An Automedial Genre In order to address new forms of (chiefly digital) self-representation that go beyond the printed book, scholars working in the field of auto/biography studies have proposed the concept of “automedia” as an alternative to terms such as autobiography, life writing or life narrative. Leading memoir and life narrative theorist Julie Rak (2013) argues that the concept of autobiography—and the ways that scholars have approached the genre—has been dominated by ideas of “narrative” and “writing” that are ill-suited to reading and analysing many online modes of self-representation. For example, although we might have trouble trying to read a Facebook wall or a Second Life avatar as “an autobiography” in the traditional sense, these performances of self-identity demonstrate ways in which users are taking up technology in order to engage in the business of autobiographical representation. And they are interesting for what they might be able to tell us about cultural understandings of selfhood and what it means to “live” a “life.” Rak proposes that these texts, which move beyond the medium of the written word, and which are not necessarily crafted (or read) as a story or narrative, might be studied not as autobiography but instead as automedia. Sidonie Smith and Julia Watson also point to automedia as a way of approaching autobiographical texts in a way that emphasizes how the telling or mediation of a life actually shapes the kind of story that can be told about it. They state that “media cannot simply be conceptualized as “tools” for presenting a preexisting, essential self. … Media technologies do not just transparently present the self. They constitute and expand it” (“Virtually Me” 77). So we might understand an automedial approach as a way of studying auto/biographical texts (of a variety of forms) that take into account how the effects of media shape the kinds of selves that can be represented, and which understands the self not as a preexisting subject that might be distilled into story form but as an entity that is brought into being through the processes of mediation. In my conceptualisation, this approach understands that the self does not exist outside of mediation, and it seeks to comprehend how the processes of (auto-)mediation shape selfhood both in individual terms (by analysing a particular automedial text to understand how it constructs the specific subject of that text) and in more general terms (how conventions and practices of different kinds of media shape and reflect cultural ideas of the self). As such, I do not think that automedia as an approach to autobiographical texts need be limited to digital media—after all, books are still media. But the modes of self-representation being taken up in online contexts present scholars with urgent questions about what it means to represent life and the self in increasingly social, networked, multi-media ways. The author website is an increasingly valuable tool for making writers visible as authors in online environments; but how are they automedial? By creating a mediated construction of an authorial persona that functions as a space in which readers (or to be more inclusive, internet users) can move around and experience the author’s mediated persona, the author website draws on strategies of auto/biographical representation in order to respond to a demand for personal access to the author. The author website works to create an often interactive space of contact between the writer as author and the public, where an audience (or internet user) is able to explore the author as he or she is constructed by his or her website. In order to explore how this kind of analysis might begin, I will turn to comics artist Erika Moen and her website erikamoen.com. Case Study: Erika Moen’s Authorial Persona Erika Moen is a self-published comics author based in the US. Her online diary comic DAR!: A Super-Girly Top Secret Comic Diary (2003-2009) grew out of her printed mini comics about coming out as lesbian. Moen’s website erikamoen.com is a good example of a highly developed automedial space, and it works to construct her as a comics author by offering for public consumption an authorial persona that functions as a brand, packaging and marketing her work. This case study is compelling for two reasons. Firstly, the graphic medium that Moen works in is particularly suited to the current moment in Web 2.0 history in which images—often in conjunction with words—are increasingly central. Secondly, the autobiographical nature of her work makes for interesting tensions between the authorial persona that is represented on her website and the autobiographical subject of her comics. For autobiographical authors, the call for them to be accessible to the public takes on an extra dimension. A consistent author brand should maintain an alignment between the kind of work they produce and their persona. In the case of autobiographical writers, their persona is anchored in a textual representation of their real-life self, so this allows us to think about the different functions of these two constructions, and the ways they speak to each other (or don’t). Moen is credited with generating the content of the site; however, her website was designed by a web designer and is based on a blog format. Although Moen’s site is much more than a blog, the blog format is evident as an influence on the design of the site which comprises nine pages: “Home,” “Art Portfolio,” “Comics,” “About,” “Events and Appearances,” “Press,” “Blog,” “Shop,” and “Contact.” In a broader consideration of this kind of author website, the four pages Home, About, Shop, and Contact, represent the key functions that these sites perform. The home page grounds the site, giving the user a first impression and overview of the author brand. “About” is the place that users can find biographical information. The site’s shop indicates the context of the space as a site that occurs within commercial networks of production and consumption, and which also works to disguise the commoditisation of the author by delineating a separate space for commerce that focuses on their work as the object for sale. The “Contact” page provides further channels for “connecting” with the author. The focus of this essay is Moen’s “Home” page (Figure 1). The home page anchors the site and works to create a professional persona for Moen that draws heavily on her autobiographical voice and cartoon style (which she has honed in her works DAR! and Oh Joy Sex Toy). It is highly significant that the face that welcomes the user to the site is not a photographic image of Moen but rather her cartoon avatar, which greets users with an assured and friendly smile. Those familiar with her work will recognise this picture as Moen. If readers fail to make this connection, there are clickable headings immediately to the right of the figure that use the first-person voice: the headings invite the user to “check out my work” and ask them “what am I up to?” (my emphasis). Taking a cue from the comic medium, the user might associate the proximity of the image of the cartoon girl to these statements, and read the two elements cohesively like a comics panel, understanding that the girl is the speaker, and the speaker is the author Erika Moen. Moen, as the author constructed by the website, almost always addresses the reader in this chatty, informal voice which echoes the voice she uses in her comics. On the home page, the reader is asked several questions and all of these appear in close proximity to the drawing of Moen. In addition to the one mentioned above, the reader is asked if they are “Looking to purchase some art?” and whether they “Want to see what I’ve created?” Instead of using labels here, the website uses questions addressed to the reader, and these appear clustered around the cartoon image of Moen which is rendered in her style. These questions draw the reader into an implied conversation, and they also suggest a presence or speaker behind the screen which, prompted by the cartoon Erika, the reader is encouraged to imagine as Erika Moen. This illusion of two-way communication invites the reader to experience the site as a personal encounter, and Moen’s perky, friendly voice that speaks intimately to her readers about her latest activities, products and appearances is the thread that sews together the different spaces of the site as well as Moen’s published work. Above the drawn image of Moen appear the words “Erika Moen” in a large “handwritten” font that dominates the screen. The illusion of handwriting here is significant. Hilary Chute, a scholar of autobiographical comics, in her book Graphic Women argues that handwriting constitutes an important autobiographical act on the part of the comic memoirist. She states that handwriting “underscores the subjective personality of the author” and acts as “a trace of autobiography in the mark of its maker” (10-11). Indeed, handwriting is often read as a sign of humanity and authenticity that is understood in opposition to the machined construction of computer generated fonts. The idea that handwriting can be traced back to an individual and that personal traits can be discovered by decoding a person’s handwriting are ideas that reflect an autobiographical reading of handwriting and its place within textual culture. In this context, on the website of a comics artist, in addition to referencing the medium of cartoons, it also signals these ideas about authenticity and autobiography, and it implies the human behind the digital text. Everything on the home page is a product of Moen herself and each element communicates her persona as an indie, DIY, self-published cartoonist: each image that appears on the home page is drawn by her hand; her voice inflects the majority of the text on the page; some of the writing appears in a handwritten font; even, the bio states, her degree from Pitzer College is “self-made.” Moen’s Home page is an automedial space that facilitates a connection between author and reader that is grounded in the commoditised networks of persona production and consumption: the site serves not only to encourage the reader to buy Moen’s autobiographical comics, but effectively to “buy into” her personal brand. It constructs a persona that draws on a combination of visual and textual signals which at once connect Moen to her comics works and also encourage readers to feel as if they “know” Erika: her name in handwriting, her comics portrait which welcomes the reader, and the subheadings that draw the reader into a conversation. Although there is much more to explore on Moen’s website, in order to demonstrate some key considerations of an automedial approach I have examined several significant elements of the homepage which form the basis for a fuller reading of the site. Conclusion This essay sits at the burgeoning intersection of autobiography studies and digital media studies, and is part of an attempt to understand how digital media practices impact on what kinds of self-representation are produced and consumed. In this way, it contributes to the field of persona studies, which is also invested in exploring systems that facilitate the “presentation of the self that are now ubiquitous in contemporary culture” (Barbour & Marshall). I have suggested that the author website can be read as a genre of automedia in order to explore how these digital spaces—which are embedded in networks of literary production and consumption—draw on auto/biographical strategies to construct an authorial persona that works to sell books by connecting with an audience. This essay works towards further research on paratextual sites that can tell us more about how writers are constructed as authors in the contemporary literary landscape, and I have proposed that a consideration of the deployment and construction of authorial personas is integral to understanding “the author” in this cultural moment. References Anderson, Hephzibah. “How Authors Become Mega-Brands.” BBC. British Broadcasting Corporation. 19 Feb. 2014. 15 Apr. 2014. Australian Society of Authors. “Marketing: The Author as Brand Name.” DVD. Australian Society of Authors, n.d. 15 Apr. 2014. Barbour, Kim, and David Marshall. “The Academic Online: Constructing Persona through the World Wide Web.” First Monday 17.9 (2012). 19 May 2014. Bennett, Andrew. The Author. Abingdon: Routledge, 2005. Chute, Hilary L. Graphic Women: Life Narrative and Contemporary Comics. New York: Columbia University Press, 2010. Evers, Stuart. “Bestselling Authors, or Branding Machines?” The Guardian 12 June 2008. 15 Apr. 2014. Force, Marie. “A Finger on the Pulse of Readers – New Survey Confirms Reader Passion for e-Books, But Half Still Want Paperbacks.” PR Newswire 1 Aug. 2013. 14 Apr. 2014. Johanson, Katya, and Robin Freeman. “The Reader as Audience: The Appeal of the Writers’ Festival to the Contemporary Audience.” Continuum: Journal of Media & Cultural Studies 26.2 (2012): 303-314. Marshall, P David. “Persona Studies: Mapping the Proliferation of the Public Self.” Journalism 15.2 (2014): 153-170. Moen, Erika. DAR!: A Super-Girly Top Secret Comic Diary. 2003-2009. 10 Apr. 2014. Moen, Erika. Erika Moen. c. 2014. 22 Apr. 2014. Moen, Erika. Oh Joy Sex Toy. 2011-2014. 10 Apr. 2014. Pitsaki, Irini. “Strategic Brand Management Tools in Publishing.” The International Journal of the Book 8.3 (2008): 103-112. Rak, Julie. “First Person? Life Writing versus Automedia.” Beyond the Subject: New Developments in Life Writing: IABA Europe 2013. 31 Oct. - 3 Nov. 2013. Rankin, Jennifer. “Publish and Be Branded: The New Threat to Literature’s Laboratory.” The Guardian 14 Jan. 2014. 15 Apr. 2014. Smith, Sidonie, and Julia Watson. Reading Autobiography: A Guide to Interpreting Life Narratives. Minneapolis: University of Minnesota Press, 2001. 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: University of Wisconsin Press, 2014. 70-95.

In "Speed and Information: Cyberspace Alarm!", Paul Virilio claims that telecommunications are ushering in the "invention of a perspective of real time" which results in "some kind of choking of the senses, a loss of control over reason". As users of this new technology, as the receptors of the stream of computer-mediated information, we need to figure out the terms and conditions of our acceptance of cyberspace as a space and realtime as a form of time, to understand the implications of this new mode of communication, for "no information exists without dis-information". In "Speed and Information: Cyberspace Alarm!", Paul Virilio claims that telecommunications are ushering in the "invention of a perspective of real time" which results in "some kind of choking of the senses, a loss of control over reason". As users of this new technology, as the receptors of the stream of computer-mediated information, we need to figure out the terms and conditions of our acceptance of cyberspace as a space and realtime as a form of time, to understand the implications of this new mode of communication, for "no information exists without dis-information". Even Virilio proclaims apocalyptically that "our history will happen in universal time, itself the outcome of instantaneity -- and there only". In fact, time also governs narrative choices: their availability, viability, desirability, relevance. Despite the hype surrounding the instantaneity of virtual travel, narrative in cyberspace is inherently subordinate to connection speed and loadtime. This is why the "loading screen" has become the standard welcome on Shockwave-heavy sites, developing into a kind of mini-genre of low-bandwidth animation. The possiblity of using temporality as a narrative catalyst has been exploited in cinema, as in classic Hollywood dissolves and fades. Metaphors of the passing of time are a familiar cliche: the pages of a daily calendar fluttering away, the changing of the seasons. Stanley Kubrick's bold cut from a spinning bone to a space station in orbit in 2001: A Space Odyssey is an extreme and unusual example of this sort of metaphor. These all function as temporal ellipses. The passage of time can also function as plot, as in Warhol's Blow Job and Richard Linklater's Slacker, both of which are ostensibly about merely the passage of time. Slacker lacks a traditional narrative and instead progresses through a series of vignettes, each one following seemingly random characters through seemingly random events (an idea developed further by the recent Magnolia). The change from one vignette to the next is motivated simply by the camera's movement from one character or event to another. The camera is like a nosy passerby, a voyeur, showing noncommittal interest in one thing, then another, and the viewer must give up interest in each vignette without the satisfaction of narrative closure. As the filmmaker tells the cabdriver in the beginning, each turn of events, each decision made, results in all possibilities going on to live out their potential realities. We, the viewers, in turn, follow the camera's gaze with the frustrating knowledge that other, unresolved realities are continuing without that gaze. The recent Timecode uses the same hypertext-type approach with four simultaneous screens, each a single shot capturing one part of an interlocked world. These are all extreme, overt examples of Deleuze's time-image. Online, similar moves have been made in Mark Napier's Shredder and Maciej Wisniewski's Netomat interfaces. Both function as alternatives to conventional browsing, Netomat even labelled an "anti-browser" that engages "an Internet that is an intelligent application and not simply a large database of static files". The above-mentioned devices for manipulating the perception and understanding of time as represented in film (fade, dissolve, et al.) exploited an inherently filmic problem: simply put, that there is a serious discrepancy between time as it happens and its perception, much like the time it takes to enjoy a Website's multimedia content and the length of its download. In the case of the fade, for instance, an inherent problem of the medium has been internalised in a non-transparent way and used overtly to further the narrative meaning. Likewise, the "loading screen" offers a morsel of content typically focussed on its function ("loading... 5 seconds to go..."). The existence of these filmic conventions makes us aware of when they are broken, as in the "realtime" films Nick of Time, Blow Job, and Timecode, and also in instances of extended time, as in the classic shower scene in Hitchcock's Psycho. Think, too, of the last time you had to wait before you saw any of a Website's content. Just as filmic time is typically compressed for the sake of appearing real, navigational movement on the Web is in fact constrained while seeming free, and delayed while seeming instantaneous. The promise of instant access has instead been fulfilled by erratic connection speeds and server problems. Because Web time ostensibly passes almost in an instant (this is, after all, the industry in which a product might become passé while still at the beta phase), information ages just as quickly: "404 File not found" is a familiar sight, telling us that the link we followed may have been coded, not last year, but maybe even last week, or yesterday. Information loses relevance, even disappears, often in no time at all. These problems have been exploited by JODI, whose experimental online work foregrounds the nuts and bolts (and kinks) of the Web, instead of hiding it beneath a clean "other" design. The desirability of information over time is also the focus of Rhizome's Starry Night interface which, utilizing Java, shifts over time to emphasise popular links, eventually eradicating unpopular ones. In The Work of Art in the Age of Mechanical Reproduction, Walter Benjamin writes that "even the most perfect reproduction of a work of art is lacking in one element: its presence in time and space, its unique existence at the place where it happens to be" (220). But what of the Web art project, whose existence on a server somewhere does not need to be known for the work to be understood, whose duplication yields a copy that is indistinguishable from the original? What of the work that is both static and temporal, which is inherently mediated through time, including time (as in server and connection speed) which cannot be completely accounted for by the author? He goes on to say that technical reproduction "enables the original to meet the beholder halfway" (220), but what is the Website's point of departure? Its creator's computer? The server on which it lives? The end user's computer? How can we map the path from the "original" to its "reproduction" when the two are indistinguishable, when, in fact, there is no confirmable original? As if in response to Benjamin, Paul Virilio writes in "Speed and Information: Cyberspace Alarm!" that "the specific negative aspect of these information superhighways is precisely this loss of orientation regarding alterity (the other), this disturbance in the relationship with the other and with the world". Virilio is concerned with the problem of orientation, that is, of the lack of geographical, historical, and temporal specificity and point of reference when experiencing a Web-based narrative. Compare that to Deleuze's claim that, in the time-image, "the brain has lost its Euclidean co-ordinates, and now emits other signs" (278), a notion similar to the "loading screen", a bit of content which exists merely to inform that content is forthcoming. Virilio sees this as a crucial problem facing us today and adds that "there is talk of substituting the term 'global' by 'glocal,' a concatenation of the words local and global". The Internet yields both seeming temporal instantaneity and spatial compression. We can be everywhere all at once, all the time; but what of the inevitable slippage of time involved? The World Wide Web has created a life of dead moments, of moments spent waiting for the instantaneous to happen. References Baudrillard, Jean. "Radical Thought." Trans. Francois Debrix in CTheory. Collection Morsure. Eds. Sens and Tonka. Paris: 1994. Benjamin, Walter. Illuminations. New York: Shocken Books, 1968. Debord, Guy. The Society of the Spectacle. London: Rebel Press, 1992. Deleuze, Gilles. Cinema 2: The Time-Image. Minneapolis: U of Minnesota P, 1989. Napier, Mark. Shredder. 27 June 2000 <http://www.potatoland.org/shredder/>. Rhizome. 27. June 2000 <http://www.rhizome.org/>. Virilio, Paul. "Speed and Information: Cyberspace Alarm!" Le Monde Diplomatique Aug. 1995. Trans. Patrice Riemens in CTheory. Wisniewski, Maciej. Netomat. 27 June 2000 <http://www.netomat.net/>. Citation reference for this article MLA style: Maya Drozdz. "Waiting for Instantaneity." M/C: A Journal of Media and Culture 3.3 (2000). [your date of access] <http://www.api-network.com/mc/0006/instantaneity.php>. Chicago style: Maya Drozdz, "Waiting for Instantaneity," M/C: A Journal of Media and Culture 3, no. 3 (2000), <http://www.api-network.com/mc/0006/instantaneity.php> ([your date of access]). APA style: Maya Drozdz. (2000) Waiting for instantaneity. M/C: A Journal of Media and Culture 3(3). <http://www.api-network.com/mc/0006/instantaneity.php> ([your date of access]).

This issue of M/C Journal is devoted to all things cute – Internet animals and stuffed toys, cartoon characters and branded bears. In what follows our nine contributors scrutinise a diverse range of media objects, discussing everything from the economics of Grumpy Cat and the aesthetics of Furbys to Reddit’s intellectual property dramas and the ethics of kitten memes. The articles range across diverse sites, from China to Canada, and equally diverse disciplines, including cultural studies, evolutionary economics, media anthropology, film studies and socio-legal studies. But they share a common aim of tracing out the connections between degraded media forms and wider questions of culture, identity, economy and power. Our contributors tell riveting stories about these connections, inviting us to see the most familiar visual culture in a new way. We are not the first to take cute media seriously as a site of cultural politics, and as an industry in its own right. Cultural theory has a long, antagonistic relationship with the kitsch and the disposable. From the Frankfurt School’s withering critique of cultural commodification to revisionist feminist accounts that emphasise the importance of the everyday, critics have been conducting sporadic incursions into this space for the better part of a century. The rise of cultural studies, a discipline committed to analysing “the scrap of ordinary or banal existence” (Morris and Frow xviii), has naturally provided a convincing intellectual rationale for such research, and has inspired an impressive array of studies on such things as Victorian-era postcards (Milne), Disney films (Forgacs), Hallmark cards (West, Jaffe) and stock photography (Frosh). A parallel strand of literary theory considers the diverse registers of aesthetic experience that characterize cute content (Brown, Harris). Sianne Ngai has written elegantly on this topic, noting that “while the avant-garde is conventionally imagined as sharp and pointy, as hard- or cutting-edge, cute objects have no edge to speak of, usually being soft, round, and deeply associated with the infantile and the feminine” (814). Other scholars trace the historical evolution of cute aesthetics and commodities. Cultural historians have documented the emergence of consumer markets for children and how these have shaped what we think of as cute (Cross). Others have considered the history of domestic animal imagery and its symptomatic relationship with social anxieties around Darwinism, animal rights, and pet keeping (Morse and Danahay, Ritvo). And of course, Japanese popular culture – with its distinctive mobilization of cute aesthetics – has attracted its own rich literature in anthropology and area studies (Allison, Kinsella). The current issue of M/C Journal extends these lines of research while also pushing the conversation in some new directions. Specifically, we are interested in the collision between cute aesthetics, understood as a persistent strand of mass culture, and contemporary digital media. What might the existing tradition of “cute theory” mean in an Internet economy where user-generated content sites and social media have massively expanded the semiotic space of “cute” – and the commercial possibilities this entails? As the heir to a specific mode of degraded populism, the Internet cat video may be to the present what the sitcom, the paperback novel, or the Madonna video was to an earlier moment of cultural analysis. Millions of people worldwide start their days with kittens on Roombas. Global animal brands, such as Maru and Grumpy Cat, are appearing, along with new talent agencies for celebrity pets. Online portal I Can Haz Cheezburger has received millions of dollars in venture capital funding, becoming a diversified media business (and then a dotcom bubble). YouTube channels, Twitter hashtags and blog rolls form an infrastructure across which a vast amount of cute-themed user-generated content, as well as an increasing amount of commercially produced and branded material, now circulates. All this reminds us of the oft-quoted truism that the Internet is “made of kittens”, and that it’s “kittens all the way down”. Digitization of cute culture leads to some unusual tweaks in the taste hierarchies explored in the aforementioned scholarship. Cute content now functions variously as an affective transaction, a form of fandom, and as a subcultural discourse. In some corners of the Internet it is also being re-imagined as something contemporary, self-reflexive and flecked with irony. The example of 4Chan and LOLcats, a jocular, masculinist remix of the feminized genre of pet photography, is particularly striking here. How might the topic of cute look if we moving away from the old dialectics of mass culture critique vs. defense and instead foreground some of these more counter-intuitive aspects, taking seriously the enormous scale and vibrancy of the various “cute” content production systems – from children’s television to greeting cards to CuteOverload.com – and their structural integration into current media, marketing and lifestyle industries? Several articles in this issue adopt this approach, investigating the undergirding economic and regulatory structures of cute culture. Jason Potts provides a novel economic explanation for why there are so many animals on the Internet, using a little-known economic theory (the Alchian-Allen theorem) to explain the abundance of cat videos on YouTube. James Meese explores the complex copyright politics of pet images on Reddit, showing how this online community – which is the original source of much of the Internet’s animal gifs, jpegs and videos – has developed its own procedures for regulating animal image “piracy”. These articles imaginatively connect the soft stuff of cute content with the hard stuff of intellectual property and supply-and-demand dynamics. Another line of questioning investigates the political and bio-political work involved in everyday investments in cute culture. Seen from this perspective, cute is an affect that connects ground-level consumer subjectivity with various economic and political projects. Carolyn Stevens’ essay offers an absorbing analysis of the Japanese cute character Rilakkuma (“Relaxed Bear”), a wildly popular cartoon bear that is typically depicted lying on the couch and eating sweets. She explores what this representation means in the context of a stagnant Japanese economy, when the idea of idleness is taking on a new shade of meaning due to rising under-employment and precarity. Sharalyn Sanders considers a fascinating recent case of cute-powered activism in Canada, when animal rights activists used a multimedia stunt – a cat, Tuxedo Stan, running for mayor of Halifax, Canada – to highlight the unfortunate situation of stray and feral felines in the municipality. Sanders offers a rich analysis of this unusual political campaign and the moral questions it provokes. Elaine Laforteza considers another fascinating collision of the cute and the political: the case of Lil’ Bub, an American cat with a rare genetic condition that results in a perpetually kitten-like facial expression. During 2011 Lil’ Bub became an online phenomenon of the first order. Laforteza uses this event, and the controversies that brewed around it, as an entry point for a fascinating discussion of the “cute-ification” of disability. These case studies remind us once more of the political stakes of representation and viral communication, topics taken up by other contributors in their articles. Radha O’Meara’s “Do Cats Know They Rule YouTube? How Cat Videos Disguise Surveillance as Unselfconscious Play” provides a wide-ranging textual analysis of pet videos, focusing on the subtle narrative structures and viewer positioning that are so central to the pleasures of this genre. O’Meara explains how the “cute” experience is linked to the frisson of surveillance, and escape from surveillance. She also explains the aesthetic differences that distinguish online dog videos from cat videos, showing how particular ideas about animals are hardwired into the apparently spontaneous form of amateur content production. Gabriele de Seta investigates the linguistics of cute in his nuanced examination of how a new word – meng – entered popular discourse amongst Mandarin Chinese Internet users. de Seta draws our attention to the specificities of cute as a concept, and how the very notion of cuteness undergoes a series of translations and reconfigurations as it travels across cultures and contexts. As the term meng supplants existing Mandarin terms for cute such as ke’ai, debates around how the new word should be used are common. De Seta shows us how deploying these specific linguistic terms for cuteness involve a range of linguistic and aesthetic judgments. In short, what exactly is cute and in what context? Other contributors offer much-needed cultural analyses of the relationship between cute aesthetics, celebrity and user-generated culture. Catherine Caudwell looks at the once-popular Furby toy brand its treatment in online fan fiction. She notes that these forms of online creative practice offer a range of “imaginative and speculative” critiques of cuteness. Caudwell – like de Seta – reminds us that “cuteness is an unstable aesthetic that is culturally contingent and very much tied to behaviour”, an affect that can encompass friendliness, helplessness, monstrosity and strangeness. Jonathon Hutchinson’s article explores “petworking”, the phenomenon of social media-enabled celebrity pets (and pet owners). Using the famous example of Boo, a “highly networked” celebrity Pomeranian, Hutchinson offers a careful account of how cute is constructed, with intermediaries (owners and, in some cases, agents) negotiating a series of careful interactions between pet fans and the pet itself. Hutchinson argues if we wish to understand the popularity of cute content, the “strategic efforts” of these intermediaries must be taken into account. Each of our contributors has a unique story to tell about the aesthetics of commodity culture. The objects they analyse may be cute and furry, but the critical arguments offered here have very sharp teeth. We hope you enjoy the issue.Acknowledgments Thanks to Axel Bruns at M/C Journal for his support, to our hard-working peer reviewers for their insightful and valuable comments, and to the Swinburne Institute for Social Research for the small grant that made this issue possible. ReferencesAllison, Anne. “Cuteness as Japan’s Millenial Product.” Pikachu’s Global Adventure: The Rise and Fall of Pokemon. Ed. Joseph Tobin. Durham: Duke University Press, 2004. 34-48. Brown, Laura. Homeless Dogs and Melancholy Apes: Humans and Other Animals in the Modern Literary Imagination. Ithaca: Cornell University Press, 2010. Cross, Gary. The Cute and the Cool: Wondrous Innocence and Modern American Children's Culture. Oxford: Oxford University Press, 2004. Forgacs, David. "Disney Animation and the Business of Childhood." Screen 33.4 (1992): 361-374. Frosh, Paul. "Inside the Image Factory: Stock Photography and Cultural Production." Media, Culture & Society 23.5 (2001): 625-646. Harris, Daniel. Cute, Quaint, Hungry and Romantic: The Aesthetics of Consumerism. New York: Basic Books, 2000. Jaffe, Alexandra. "Packaged Sentiments: The Social Meanings of Greeting Cards." Journal of Material Culture 4.2 (1999): 115-141. Kinsella, Sharon. “Cuties in Japan” Women, Media and Consumption in Japan. Ed. Lise Skov and Brian Moeran. Honolulu: University of Hawaii Press, 1995. 220 - 54. Frow, John, and Meaghan Morris, eds. Australian Cultural Studies: A Reader. Chicago: University of Illinois Press, 1993. Milne, Esther. Letters, Postcards, Email: Technologies of Presence. New York: Routledge, 2012. Morse, Deborah and Martin Danahay, eds. Victorian Animal Dreams: Representations of Animals in Victorian Literature and Culture. Aldershot: Ashgate Publishing. 2007. Ngai, Sianne. "The Cuteness of the Avant‐Garde." Critical Inquiry 31.4 (2005): 811-847. Ritvo, Harriet. The Animal Estate: The English and Other Creatures in the Victorian Age. Cambridge: Harvard University Press, 1987. West, Emily. "When You Care Enough to Defend the Very Best: How the Greeting Card Industry Manages Cultural Criticism." Media, Culture & Society 29.2 (2007): 241-261.

The Harry Potter (HP) Fan Fiction (FF) phenomenon offers an opportunity to explore the nature of fame and the work of fans (including the second author, a participant observer) in creating and circulating cultural products within fan communities. Matt Hills comments (xi) that “fandom is not simply a ‘thing’ that can be picked over analytically. It is also always performative; by which I mean that it is an identity which is (dis-)claimed, and which performs cultural work”. This paper explores the cultural work of fandom in relation to FF and fame. The global HP phenomenon – in which FF lists are a small part – has made creator J K Rowling richer than the Queen of England, according to the 2003 ‘Sunday Times Rich List’. The books (five so far) and the films (three) continue to accelerate the growth in Rowling’s fortune, which quadrupled from 2001-3: an incredible success for an author unknown before the publication of Harry Potter and the Philosopher’s Stone in 1997. Even the on-screen HP lead actor, Daniel Radcliffe, is now Britain’s second wealthiest teenager (after England’s Prince Harry). There are other globally successful books, such as the Lord of the Rings trilogy, and the Narnia collection, but neither of these series has experienced the momentum of the HP rise to fame. (See Endnote for an indication of the scale of fan involvement with HP FF, compared with Lord of the Rings.) Contemporary ‘Fame’ has been critically defined in relation to the western mass media’s requirement for ‘entertaining’ content, and the production and circulation of celebrity as opposed to ‘hard news’(Turner, Bonner and Marshall). The current perception is that an army of publicists and spin doctors are usually necessary, but not sufficient, to create and nurture global fame. Yet the HP phenomenon started out with no greater publicity investment than that garnered by any other promising first novelist: and given the status of HP as children’s publishing, it was probably less hyped than equivalent adult-audience publications. So are there particular characteristics of HP and his creator that predisposed the series and its author to become famous? And how does the fame status relate to fans’ incorporation of these cultural materials into their lives? Accepting that it is no more possible to predict the future fame of an author or (fictional) character than it is to predict the future financial success of a book, film or album, there is a range of features of the HP phenomenon that, in hindsight, helped accelerate the fame momentum, creating what has become in hindsight an unparalleled global media property. J K Rowling’s personal story – in the hands of her publicity machine – itself constituted a magical myth: the struggling single mother writing away (in longhand) in a Scottish café, snatching odd moments to construct the first book while her infant daughter slept. (Comparatively little attention was paid by the marketers to the author’s professional training and status as a teacher, or to Rowling’s own admission that the first book, and the outline for the series, took five years to write.) Rowling’s name itself, with no self-evident gender attribution, was also indicative of ambiguity and mystery. The back-story to HP, therefore, became one of a quintessentially romantic endeavour – the struggle to write against the odds. Publicity relating to the ‘starving in a garret’ background is not sufficient to explain the HP/Rowling grip on the popular imagination, however. Instead it is arguable that the growth of HP fame and fandom is directly related to the growth of the Internet and to the middle class readers’ Internet access. If the production of celebrity is a major project of the conventional mass media, the HP phenomenon is a harbinger of the hyper-fame that can be generated through the combined efforts of the mass media and online fan communities. The implication of this – evident in new online viral marketing techniques (Kirby), is that publicists need to pique cyber-interest as well as work with the mass media in the construction of celebrity. As the cheer-leaders for online viral marketing make the argument, the technique “provides the missing link between the [bottom-up] word-of-mouth approach and the top-down, advertainment approach”. Which is not to say that the initial HP success was a function of online viral marketing: rather, the marketers learned their trade by analysing the magnifier impact that the online fan communities had upon the exponential growth of the HP phenomenon. This cyber-impact is based both on enhanced connectivity – the bottom-up, word-of-mouth dynamic, and on the individual’s need to assume an identity (albeit fluid) to participate effectively in online community. Critiquing the notion that the computer is an identity machine, Streeter focuses upon (649) “identities that people have brought to computers from the culture at large”. He does not deal in any depth with FF, but suggests (651) that “what the Internet is and will come to be, then, is partly a matter of who we expect to be when we sit down to use it”. What happens when fans sit down to use the Internet, and is there a particular reason why the Internet should be of importance to the rise and rise of HP fame? From the point of view of one of us, HP was born at more or less the same time as she was. Eleven years old in the first book, published in 1997, Potter’s putative birth year might be set in 1986 – in line with many of the original HP readership, and the publisher’s target market. At the point that this cohort was first spellbound by Potter, 1998-9, they were also on the brink of discovering the Internet. In Australia and many western nations, over half of (two-parent) families with school-aged children were online by the end of 2000 (ABS). Potter would notionally have been 14: his fans a little younger but well primed for the ‘teeny-bopper’ years. Arguably, the only thing more famous than HP for that age-group, at that time, was the Internet itself. As knowledge of the Internet grew stories about it constituted both news and entertainment and circulated widely in the mass media: the uncertainty concerning new media, and their impact upon existing social structures, has – over time – precipitated a succession of moral panics … Established commercial media are not noted for their generosity to competitors, and it is unsurprising that many of the moral panics circulating about pornography on the Net, Internet stalking, Web addiction, hate sites etc are promulgated in the older media. (Green xxvii) Although the mass media may have successfully scared the impressionable, the Internet was not solely constructed as a site of moral panic. Prior to the general pervasiveness of the Internet in domestic space, P. David Marshall discusses multiple constructions of the computer – seen by parents as an educational tool which could help future-proof their children; but which their children were more like to conceptualise as a games machine, or (this was the greater fear) use for hacking. As the computer was to become a site for the battle ground between education, entertainment and power, so too the Internet was poised to be colonised by teenagers for a variety of purposes their parents would have preferred to prevent: chat, pornography, game-playing (among others). Fan communities thrive on the power of the individual fan to project themselves and their fan identity as part of an ongoing conversation. Further, in constructing the reasons behind what has happened in the HP narrative, and in speculating what is to come, fans are presenting themselves as identities with whom others might agree (positive affirmation) or disagree (offering the chance for engagement through exchange). The genuinely insightful fans, who apparently predict the plots before they’re published, may even be credited in their communities with inspiring J K Rowling’s muse. (The FF mythology is that J K Rowling dare not look at the FF sites in case she finds herself influenced.) Nancy Baym, commenting on a soap opera fan Usenet group (Usenet was an early 1990s precursor to discussion groups) notes that: The viewers’ relationship with characters, the viewers’ understanding of socioemotional experience, and soap opera’s narrative structure, in which moments of maximal suspense are always followed by temporal gaps, work together to ensure that fans will use the gaps during and between shows to discuss with one another possible outcomes and possible interpretations of what has been seen. (143) In HP terms the The Philosopher’s Stone constructed a fan knowledge that J K Rowling’s project entailed at least seven books (one for each year at Hogwarts School) and this offered plentiful opportunities to speculate upon the future direction and evolution of the HP characters. With each speculation, each posting, the individual fan can refine and extend their identity as a member of the FF community. The temporal gaps between the books and the films – coupled with the expanding possibilities of Internet communication – mean that fans can feel both creative and connected while circulating the cultural materials derived from their engagement with the HP ‘canon’. Canon is used to describe the HP oeuvre as approved by Rowling, her publishers, and her copyright assignees (for example, Warner Bros). In contrast, ‘fanon’ is the name used by fans to refer the body of work that results from their creative/subversive interactions with the core texts, such as “slash” (homo-erotic/romance) fiction. Differentiation between the two terms acknowledges the likelihood that J K Rowling or her assignees might not approve of fanon. The constructed identities of fans who deal solely with canon differ significantly from those who are engaged in fanon. The implicit (romantic) or explicit (full-action descriptions) sexualisation of HP FF is part of a complex identity play on behalf of both the writers and readers of FF. Further, given that the online communities are often nurtured and enriched by offline face to face exchanges with other participants, what an individual is prepared to read or not to read, or write or not write, says as much about that person’s public persona as does another’s overt consumption of pornography; or diet of art house films, in contrast to someone else’s enthusiasm for Friends. Hearn, Mandeville and Anthony argue that a “central assertion of postmodern views of consumption is that social identity can be interpreted as a function of consumption” (106), and few would disagree with them: herein lies the power of the brand. Noting that consumer culture centrally focuses upon harnessing ‘the desire to desire’, Streeter’s work (654, on the opening up of Internet connectivity) suggests a continuum from ‘desire provoked’; through anticipation, ‘excitement based on what people imagined would happen’; to a sense of ‘possibility’. All this was made more tantalising in terms of the ‘unpredictability’ of how cyberspace would eventually resolve itself (657). Thus a progression is posited from desire through to the thrill of comparing future possibilities with eventual outcomes. These forces clearly influence the HP FF phenomenon, where a section of HP fans have become impatient with the pace of the ‘official’/canon HP text. J K Rowling’s writing has slowed down to the point that Harry’s initial readership has overtaken him by several years. He’s about to enter his sixth year (of seven) at secondary school – his erstwhile-contemporaries have already left school or are about to graduate to University. HP is yet to have ‘a relationship’: his fans are engaged in some well-informed speculation as to a range of sexual possibilities which would likely take J K Rowling some light years from her marketers’ core readership. So the story is progressing more slowly than many fans would choose and with less spice than many would like (from the evidence of the web, at least). As indicated in the Endnote, the productivity of the fans, as they ‘fill in the gaps’ while waiting for the official narrative to resume, is prodigious. It may be that as the fans outstrip HP in their own social and emotional development they find his reactions in later books increasingly unbelievable, and/or out of character with the HP they felt they knew. Thus they develop an alternative ‘Harry’ in fanon. Some FF authors identify in advance which books they accept as canon, and which they have decided to ignore. For example, popular FF author Midnight Blue gives the setting of her evolving FF The Mirror of Maybe as “after Harry Potter and the Goblet of Fire and as an alternative to the events detailed in Harry Potter and the Order of the Phoenix, [this] is a Slash story involving Harry Potter and Severus Snape”. Some fans, tired of waiting for Rowling to get Harry grown up, ‘are doin’ it for themselves’. Alternatively, it may be that as they get older the first groups of HP fans are unwilling to relinquish their investment in the HP phenomenon, but are equally unwilling to align themselves uncritically with the anodyne story of the canon. Harry Potter, as Warner Bros licensed him, may be OK for pre-teens, but less cool for the older adolescent. The range of identities that can be constructed using the many online HP FF genres, however, permits wide scope for FF members to identify with dissident constructions of the HP narrative and helps to add to the momentum with which his fame increases. Latterly there is evidence that custodians of canon may be making subtle overtures to creators of fanon. Here, the viral marketers have a particular challenge – to embrace the huge market represented by fanon, while not disturbing those whose HP fandom is based upon the purity of canon. Some elements of fanon feel their discourses have been recognised within the evolving approved narrative . This sense within the fan community – that the holders of the canon have complimented them through an intertextual reference – is much prized and builds the momentum of the fame engagement (as has been demonstrated by Watson, with respect to the band ‘phish’). Specifically, Harry/Draco slash fans have delighted in the hint of a blown kiss from Draco Malfoy to Harry (as Draco sends Harry an origami bird/graffiti message in a Defence against the Dark Arts Class in Harry Potter and the Prisoner of Azkaban) as an acknowledgement of their cultural contribution to the development of the HP phenomenon. Streeter credits Raymond’s essay ‘The Cathedral and the Bazaar’ as offering a model for the incorporation of voluntary labour into the marketplace. Although Streeter’s example concerns the Open Source movement, derived from hacker culture, it has parallels with the prodigious creativity (and productivity) of the HP FF communities. Discussing the decision by Netscape to throw open the source code of its software in 1998, allowing those who use it to modify and improve it, Streeter comments that (659) “the core trope is to portray Linux-style software development like a bazaar, a real-life competitive marketplace”. The bazaar features a world of competing, yet complementary, small traders each displaying their skills and their wares for evaluation in terms of the product on offer. In contrast, “Microsoft-style software production is portrayed as hierarchical and centralised – and thus inefficient – like a cathedral”. Raymond identifies “ego satisfaction and reputation among other [peers]” as a specific socio-emotional benefit for volunteer participants (in Open Source development), going on to note: “Voluntary cultures that work this way are not actually uncommon [… for example] science fiction fandom, which unlike hackerdom has long explicitly recognized ‘egoboo’ (ego-boosting, or the enhancement of one’s reputation among other fans) as the basic drive behind volunteer activity”. This may also be a prime mover for FF engagement. Where fans have outgrown the anodyne canon they get added value through using the raw materials of the HP stories to construct fanon: establishing and building individual identities and communities through HP consumption practices in parallel with, but different from, those deemed acceptable for younger, more innocent, fans. The fame implicit in HP fandom is not only that of HP, the HP lead actor Daniel Radcliffe and HP’s creator J K Rowling; for some fans the famed ‘state or quality of being widely honoured and acclaimed’ can be realised through their participation in online fan culture – fans become famous and recognised within their own community for the quality of their work and the generosity of their sharing with others. The cultural capital circulated on the FF sites is both canon and fanon, a matter of some anxiety for the corporations that typically buy into and foster these mega-media products. As Jim Ward, Vice-President of Marketing for Lucasfilm comments about Star Wars fans (cited in Murray 11): “We love our fans. We want them to have fun. But if in fact someone is using our characters to create a story unto itself, that’s not in the spirit of what we think fandom is about. Fandom is about celebrating the story the way it is.” Slash fans would beg to differ, and for many FF readers and writers, the joy of engagement, and a significant engine for the growth of HP fame, is partly located in the creativity offered for readers and writers to fill in the gaps. Endnote HP FF ranges from posts on general FF sites (such as fanfiction.net >> books, where HP has 147,067 stories [on 4,490 pages of hotlinks] posted, compared with its nearest ‘rival’ Lord of the rings: with 33,189 FF stories). General FF sites exclude adult content, much of which is corralled into 18+ FF sites, such as Restrictedsection.org, set up when core material was expelled from general sites. As an example of one adult site, the Potter Slash Archive is selective (unlike fanfiction.net, for example) which means that only stories liked by the site team are displayed. Authors submitting work are asked to abide by a list of ‘compulsory parameters’, but ‘warnings’ fall under the category of ‘optional parameters’: “Please put a warning if your story contains content that may be offensive to some authors [sic], such as m/m sex, graphic sex or violence, violent sex, character death, major angst, BDSM, non-con (rape) etc”. Adult-content FF readers/writers embrace a range of unexpected genres – such as Twincest (incest within either of the two sets of twin characters in HP) and Weasleycest (incest within the Weasley clan) – in addition to mainstream romance/homo-erotica pairings, such as that between Harry Potter and Draco Malfoy. (NB: within the time frame 16 August – 4 October, Harry Potter FF writers had posted an additional 9,196 stories on the fanfiction.net site alone.) References ABS. 8147.0 Use of the Internet by Householders, Australia. http://www.abs.gov.au/ausstats/abs@.nsf/ e8ae5488b598839cca25682000131612/ ae8e67619446db22ca2568a9001393f8!OpenDocument, 2001, 2001>. Baym, Nancy. “The Emergence of Community in Computer-Mediated Communication.” CyberSociety: Computer-Mediated Communication and Community. Ed. S. Jones. Thousand Oaks, CA: Sage, 1995. 138-63. Blue, Midnight. “The Mirror of Maybe.” http://www.greyblue.net/MidnightBlue/Mirror/default.htm>. Coates, Laura. “Muggle Kids Battle for Domain Name Rights. Irish Computer. http://www.irishcomputer.com/domaingame2.html>. Fanfiction.net. “Category: Books” http://www.fanfiction.net/cat/202/>. Green, Lelia. Technoculture: From Alphabet to Cybersex. Sydney: Allen & Unwin. Hearn, Greg, Tom Mandeville and David Anthony. The Communication Superhighway: Social and Economic Change in the Digital Age. Sydney: Allen & Unwin, 1997. Hills, Matt. Fan Cultures. London: Routledge, 2002. Houghton Mifflin. “Potlatch.” Encyclopedia of North American Indians. http://college.hmco.com/history/readerscomp/naind/html/ na_030900_potlatch.htm>. Kirby, Justin. “Brand Papers: Getting the Bug.” Brand Strategy July-August 2004. http://www.dmc.co.uk/pdf/BrandStrategy07-0804.pdf>. Marshall, P. David. “Technophobia: Video Games, Computer Hacks and Cybernetics.” Media International Australia 85 (Nov. 1997): 70-8. Murray, Simone. “Celebrating the Story the Way It Is: Cultural Studies, Corporate Media and the Contested Utility of Fandom.” Continuum 18.1 (2004): 7-25. Raymond, Eric S. The Cathedral and the Bazaar. 2000. http://www.catb.org/~esr/writings/cathedral-bazaar/cathedral-bazaar/ar01s11.html>. Streeter, Thomas. The Romantic Self and the Politics of Internet Commercialization. Cultural Studies 17.5 (2003): 648-68. Turner, Graeme, Frances Bonner, and P. David Marshall. Fame Games: The Production of Celebrity in Australia. Melbourne: Cambridge UP. Watson, Nessim. “Why We Argue about Virtual Community: A Case Study of the Phish.net Fan Community.” Virtual Culture: Identity and Communication in Cybersociety. Ed. Steven G. Jones. London: Sage, 1997. 102-32. Citation reference for this article MLA Style Green, Lelia, and Carmen Guinery. "Harry Potter and the Fan Fiction Phenomenon." M/C Journal 7.5 (2004). echo date('d M. Y'); ?> <http://journal.media-culture.org.au/0411/14-green.php>. APA Style Green, L., and C. Guinery. (Nov. 2004) "Harry Potter and the Fan Fiction Phenomenon," M/C Journal, 7(5). Retrieved echo date('d M. Y'); ?> from <http://journal.media-culture.org.au/0411/14-green.php>.

Drawing upon popular magazines, newspapers, blogs, Web sites, and videos, this essay compares the media framing of six, “fat” political figures from around the world. Framing refers to the suggested interpretations that are imbedded in media reports (Entman; McCombs and Ghanem; Seo, Dillard and Shen). As Robert Entman explains, framing is the process of culling a few elements of perceived reality and assembling a narrative that highlights connections among them to promote a particular interpretation. Frames introduce or raise the salience of certain ideas. Fully developed frames typically perform several functions, such as problem definition and moral judgment. Framing is connected to the [covert] wielding of power as, for example, when a particular frame is intentionally applied to obscure other frames. This comparative international study is an inquiry into “what people and societies make of the reality of [human weight]” (Marilyn Wann as quoted in Rothblum 3), especially in the political arena. The cultural and historical dimensions of human weight are illustrated by the practice of force-feeding girls and young women in Mauritania, because “fat” women have higher status and are more sought after as brides (Frenkiel). The current study, however, focuses on “fat” politics. The research questions that guide the study are: [RQ1] which terms do commentators utilize to describe political figures as “fat”? [RQ2] Why is the term “fat” utilized in the political arena? [RQ3] To what extent can one detect gender, national, or other differences in the manner in which the term “fat” is used in the political arena? After a brief introduction to the current media obsession with fat, the analysis begins in 1908 with William Howard Taft, the 330 pound, twenty-seventh President of the United States. The other political figures are: Chris Christie (Governor of New Jersey), Bill Clinton (forty-second President of the United States), Michelle Obama (current First Lady of the United States), Carla Bruni (former First Lady of France), and Julia Gillard (former Prime Minister of Australia). The final section presents some conclusions that may help readers and viewers to take a more critical perspective on “fat politics.” All of the individuals selected for this study are powerful, rich, and privileged. What may be notable is that their experiences of fat shaming by the media are different. This study explores those differences, while suggesting that, in some cases, their weight and appearance are being attacked to undercut their legitimate and referent power (Gaski). Media Obsession with Fat “Fat,” or “obesity,” the more scientific term that reflects the medicalisation of “fat” (Sobal) and which seems to hold sway today, is a topic with which the media currently is obsessed, both in Asia and in the United States. A quick Google search using the word “obesity” reports over 73 million hits. Ambady Ramachandran and Chamukuttan Snehalatha report on “The Rising Burden of Obesity in Asia” in a journal article that emphasizes the term “burden.” The word “epidemic” is featured prominently in a 2013 medical news report. According to the latter, obesity among men was at 13.8 per cent in Mongolia and 19.3 per cent in Australia, while the overall obesity rate has increased 46 per cent in Japan and has quadrupled in China (“Rising Epidemic”). Both articles use the word “rising” in their titles, a fear-laden term that suggests a worsening condition. In the United States, obesity also is portrayed as an “epidemic.” While some progress is being made, the obesity rate nonetheless increased in sixteen states in 2013, with Louisiana at 34.7 per cent as the highest. “Extreme obesity” in the United States has grown dramatically over thirty years to 6.3 per cent. The framing of obesity as a health/medical issue has made obesity more likely to reinforce social stereotypes (Saguy and Riley). In addition, the “thematic framing” (Shugart) of obesity as a moral failure means that “obesity” is a useful tool for undermining political figures who are fat. While the media pay considerable attention to the psychological impact of obesity, such as in “fat shaming,” the media, ironically, participate in fat shaming. Shame is defined as an emotional “consequence of the evaluation of failure” and often is induced by critics who attack the person and not the behavior (Boudewyns, Turner and Paquin). However, in a backlash against fat shaming, “Who you callin' fat?” is now a popular byline in articles and in YouTube videos (Reagan). Nevertheless, the dynamics of fat are even more complicated than an attack-and-response model can capture. For example, in an odd instance of how women cannot win, Rachel Frederickson, the recent winner of the TV competition The Biggest Loser, was attacked for being “too thin” (Ceja and Valine). Framing fat, therefore, is a complex process. Fat shaming is only one way that the media frame fat. However, fat shaming does not appear to be a major factor in media coverage of William Howard Taft, the first person in this study. William Howard Taft William Howard Taft was elected the 27th President of the United States in 1908 and served 1909-1913. Whitehouse.com describes Taft as “Large, jovial, conscientious…” Indeed, comments on the happy way that he carried his “large” size (330 pounds) are the main focus here. This ‹happy fat› framing is much different than the media framing associated with ‹fat shaming›. His happy personality was often mentioned, as can be seen in his 1930 obituary in The New York Times: “Mr. Taft was often called the most human President who ever sat in the White House. The mantle of office did not hide his winning personality in any way” (“Taft Gained Peaks”). Notice how “large” and “jovial” are combined in the framing of Taft. Despite his size, Taft was known to be a good dancer (Bromley 129). Two other words associated with Taft are “rotund” (round, plump, chubby) and “pudgy.” These terms seem a bit old-fashioned in 2015. “Rotund” comes from the Latin for “round,” “circular,” “spherical.” “Pudgy,” a somewhat newer term, comes from the colloquial for “short and thick” (Etymology Online). Taft was comfortable with being called “pudgy.” A story about Taft’s portrait in the Smithsonian’s National Portrait Gallery in Washington, D.C. illustrates the point: Artist William Schevill was a longtime acquaintance of Taft and painted him several times between 1905 and 1910. Friendship did not keep Taft from criticizing the artist, and on one occasion he asked Schevill to rework a portrait. On one point, however, the rotund Taft never interfered. When someone said that he should not tolerate Schevill's making him look so pudgy in his likenesses, he simply answered, "But I am pudgy." (Kain) Taft’s self-acceptance, as seen in the portrait by Schevill (circa 1910), stands in contrast to the discomfort caused by media framing of other fat political figures in the era of more intense media scrutiny. Chris Christie Governor Christie has tried to be comfortable with his size (300+ pounds), but may have succumbed to the medicalisation of fat and the less than positive framing of his appearance. As Christie took the national stage in the aftermath of Hurricane Sandy (2012), and subsequently explored running for President, he may have felt pressure to look more “healthy” and “attractive.” Even while scoring political points for his leadership in the aftermath of Superstorm Sandy, Christie’s large size was apparent. Filmed in his blue Governor jacket during an ABC TV News report that can be accessed as a YouTube video, Christie obviously was much larger than the four other persons on the speakers’ platform (“Jersey Shore Devastated”). In the current media climate, being known for your weight may be a political liability. A 2015 Rutgers’ Eagleton Poll found that 53 percent of respondents said that Governor Christie did not have “the right look” to be President (Capehart). While fat traditionally has been associated with laziness, it now is associated with health issues, too. The media framing of fat as ‹morbidly obese› may have been one factor that led Christie to undergo weight loss surgery in 2013. After the surgery, he reportedly lost a significant amount of weight. Yet his new look was partially tarnished by media reports on the specifics of lap-band-surgery. One report in The New York Daily News stressed that the surgery is not for everyone, and that it still requires much work on the part of the patient before any long-term weight loss can be achieved (Engel). Bill Clinton Never as heavy as Governor Christie, Bill Clinton nonetheless received considerable media fat-attention of two sorts. First, he could be portrayed as a kind of ‹happy fat “Bubba”› who enjoyed eating high cholesterol fast food. Because of his charm and rhetorical ability (linked to the political necessity of appearing to understand the “average person”), Clinton could make political headway by emphasizing his Arkansas roots and eating a hamburger. This vision of Bill Clinton as a redneck, fast-food devouring “Bubba” was spoofed in a popular 1992 Saturday Night Live skit (“President-Elect Bill Clinton Stops by a McDonald's”). In 2004, after his quadruple bypass surgery, the media adopted another way to frame Bill Clinton. Clinton became the poster-child for coronary heart disease. Soon he would be framed as the ‹transformed Bubba›, who now consumed a healthier diet. ‹Bill Clinton-as-vegan› framing fit nicely with the national emphasis on nutrition, including the widespread advocacy for a largely plant-based diet (see film Forks over Knives). Michelle Obama Another political figure in the United States, whom the media has connected both to fast food and healthy nutrition, is Michelle Obama. Now in her second term as First Lady, Michelle Obama is associated with the national campaign for healthier school lunches. At the same time, critics call her “fat” and a “hypocrite.” A harsh diatribe against Obama was revealed by Media Matters for America in the personal attacks on Michelle Obama as “too fat” to be a credible source on nutrition. Dr. Keith Ablow, a FOX News medical adviser said, Michelle Obama needs to “drop a few” [pounds]. “Who is she to be giving nutrition advice?” Another biting attack on Obama can be seen in a mocking 2011 Breitbart cartoon that portrayed Michelle Obama devouring hamburgers while saying, “Please pass the bacon” (Hahn). Even though these attacks come from conservative media utterly opposed to the presidency of Barack Obama, they nonetheless reflect a more widespread political use of media framing. In the case of Michelle Obama, the media sometimes cannot decide if she is “statuesque” or “fat.” She is reported to be 5’11 tall, but her overall appearance has been described as “toned” (in her trademark sleeveless dresses) yet never as “thin.” The media’s ambivalence toward tall/large women is evident in the recent online arguments over whether Robyn Lawley, named one of the “rookies of the year” by the Sports Illustrated Swimsuit issue, has a “normal” body or a “plus-size” body (Blair). Therefore, we have two forms of media framing in the case of Michelle Obama. First, there is the ‹fat hypocrite› frame, an ad hominem framing that she should not be a spokesperson for nutrition. This first form of framing, perhaps, is linked to the traditional tendency to tear down political figures, to take them off their pedestals. The second form of media framing is a ‹large woman ambiguity› frame. If you are big and tall, are you “fat”? Carla Bruni Carla Bruni, a model and singer/songwriter, was married in 2008 to French President Nicolas Sarkozy (who served 2007 to 2012). In 2011, Bruni gave birth to a daughter, Giulia. After 2011, Bruni reports many attacks on her as being too “fat” (Kim; Strang). Her case is quite interesting, because it goes beyond ‹fat shaming› to illustrate two themes not previously discussed. First, the attacks on Bruni seem to connect age and fat. Specifically, Bruni’s narrative introduces the frame: ‹weight loss is difficult after giving birth›. Motherhood is taxing enough, but it becomes even more difficulty when the media are watching your waist line. It is implied that older mothers should receive more sympathy. The second frame represents an odd form of reverse fat shaming: ‹I am so sick and tired of skinny people saying they are fat›. As Bruni explains: “I’m kind of tall, with good-size shoulders, and when I am 40 pounds overweight, I don’t even look fat—I just look ugly” (Orth). Critics charge that celebs like Bruni not only do not look fat, they are not fat. Moreover, celebs are misguided in trying to cultivate sympathy that is needed by people who actually are fat. Several blogs echo this sentiment. The site Whisper displays a poster that states: “I am so sick and tired of skinny people saying they are fat.” According to Anarie in another blog, the comment, “I’m fat, too,” is misplaced but may be offered as a form of “sisterhood.” One of the best examples of the strong reaction to celebs’ fat claims is the case of actress Jennifer Lawrence. According The Gloss, Lawrence isn’t chubby. She isn’t ugly. She fits the very narrow parameters for what we consider beautiful, and has been rewarded significantly for it. There’s something a bit tone deaf in pretending not to have thin or attractive privilege when you’re one of the most successful actresses in Hollywood, consistently lauded for your looks. (Sonenshein) In sum, the attempt to make political gain out of “I’m fat” comments, may backfire and lead to a loss in political capital. Julia Gillard The final political figure in this study is Julia Eileen Gillard. She is described on Wikipedia as“…a former Australian politician who served as the 27th Prime Minister of Australia, and the Australian Labor Party leader from 2010 to 2013. She was the first woman to hold either position” (“Julia Gillard”). Gillard’s case provides a useful example of how the media can frame feminism and fat in almost opposite manners. The first version of framing, ‹woman inappropriately attacks fat men›, is set forth in a flashback video on YouTube. Political enemies of Gillard posted the video of Gillard attacking fat male politicians. The video clip includes the technique of having Gillard mouth and repeat over and over again the phrase, “fat men”…”fat men”…”fat men” (“Gillard Attacks”). The effect is to make Gillard look arrogant, insensitive, and shrill. The not-so-subtle message is that a woman should not call men fat, because a woman would not want men to call her fat. The second version of framing in the Gillard case, ironically, has a feminist leader calling Gillard “fat” on a popular Australian TV show. Australian-born Germaine Greer, iconic feminist activist and author of The Female Eunuch (1970 international best seller), commented that Gillard wore ill-fitting jackets and that “You’ve got a big arse, Julia” (“You’ve Got”). Greer’s remarks surprised and disappointed many commentators. The Melbourne Herald Sun offered the opinion that Greer has “big mouth” (“Germaine Greer’s”). The Gillard case seems to support the theory that female politicians may have a more difficult time navigating weight and appearance than male politicians. An experimental study by Beth Miller and Jennifer Lundgren suggests “weight bias exists for obese female political candidates, but that large body size may be an asset for male candidates” (p. 712). Conclusion This study has at least partially answered the original research questions. [RQ1] Which terms do commentators utilize to describe political figures as “fat”? The terms include: fat, fat arse, fat f***, large, heavy, obese, plus size, pudgy, and rotund. The media frames include: ‹happy fat›, ‹fat shaming›, ‹morbidly obese›, ‹happy fat “Bubba›, ‹transformed “Bubba›, ‹fat hypocrite›, ‹large woman ambiguity›, ‹weight gain women may experience after giving birth›, ‹I am so sick and tired of skinny people saying they are fat›, ‹woman inappropriately attacks fat men›, and ‹feminist inappropriately attacks fat woman›. [RQ2] Why is the term “fat” utilized in the political arena? Opponents in attack mode, to discredit a political figure, often use the term “fat”. It can imply that the person is “unhealthy” or has a character flaw. In the attack mode, critics can use “fat” as a tool to minimize a political figure’s legitimate and referent power. [RQ3] To what extent can one detect gender, national, or other differences in the manner in which the term “fat” is used in the political arena? In the United States, “obesity” is the dominant term, and is associated with the medicalisation of fat. Obesity is linked to health concerns, such as coronary heart disease. Weight bias and fat shaming seem to have a disproportionate impact on women. This study also has left many unanswered questions. Future research might fruitfully explore more of the international and intercultural differences in fat framing, as well as the differences between the fat shaming of elites and the fat shaming of so-called ordinary citizens.References Anarie. “Sick and Tired.” 7 July 2013. 17 May 2015 ‹http://www.sparkpeople.com/ma/sick-of--thin-people-saying-they-are-fat!/1/1/31404459›. Blair, Kevin. “Rookie Robyn Lawley Is the First Plus-Size Model to Be Featured in the Sports Illustrated Swimsuit Issue.” 6 Feb. 2015. 22 Apr. 2015 ‹http://www.starpulse.com/news/Kevin_Blair/2015/02/06/rookie-robin-lawley-is-the-first-pluss›. Boudewyns, Vanessa, Monique Turner, and Ryan Paquin. “Shame-Free Guilt Appeals.” Psychology & Marketing 23 July 2013. doi: 10.1002/mar.20647. Bromley, Michael L. William Howard Taft and the First Motoring Presidency. Jefferson, NC: McFarland & Company, 2007. Capehart, Jonathan. “Chris Christie’s Dirty Image Problem.” 18 Feb. 2015. 22 Apr. 2015 ‹http://www.washingtonpost.com/blogs/post-partisan/wp/2015/02/18/chris-christies-dirty-image-problem/›.“Carla Bruni.” n.d. 22 Apr. 2015 ‹http://www.biography.com/people/carla-bruni-17183782›. Ceja, Berenice, and Karissa Valine. “Women Can’t Win: Gender Irony and the E-Politics of Food in The Biggest Loser.” Unpublished manuscript. Humboldt State University, 2015. “Chris Christie to Consider.” 17 April 2012. 22 Apr. 2015 ‹http://www.seeyounexttuesday.com-468›. Conason, Joe. “Bill Clinton Explains Why He Became a Vegan.” AARP The Magazine, Aug./Sep. 2013. 22 Apr. 2015 ‹http://www.aarp.org/health/healthy-living/info-08-2013/bill-clinton-vegan.html›. Engel, Meredith. “Lap Band Surgery.” New York Daily News. 24 Sep. 2014. 22 Apr. 2015 ‹http://www.nydailynews.com/life-style/health/lap-band-surgery-helped-chris-christie-article-1.1951266›. Entman, Robert M. “Framing Bias: Media in the Distribution of Power.” Journal of Communication 57 (2007): 163-173. Etymology Online. n.d. 22 Apr. 2015 ‹http://etymonline.com/›. Frenkiel, Olenka. “Forced to Be Fat.” The Sunday Mail (Queensland, Australia). 13 Nov. 2005: 64. Gaski, John. “Interrelations among a Channel Entity's Power Sources: Impact of the Expert, Referent, and Legitimate Power Sources.” Journal of Marketing Research 23 (Feb. 1986): 62-77. Hahn, Laura. “Irony and Food Politics.” Communication and Critical/Cultural Studies 12 Feb. 2015. doi: 10.1080/14791420.2015.1014185.“Julia Gillard.” n.d. 22 Apr. 2015 ‹http://en.wikipedia.org/wiki/Julia_Gillard›. Kain, Erik. “A History of Fat Presidents.” Forbes.com 28 Sep. 2011. 22 Apr. 2015 ‹http://www.forbes.com/sites/erikkain/2011/09/28/a-history-of-fat-presidents/›.Kim, Eun Kyung. “Carla Bruni on Media: They Get Really Nasty.” 22 Apr. 2015 ‹http://www.today.com/news/carla-bruni-media-they-get-really-nasty-6C9733510›. McCombs, Max, and S.I. Ghanem. “The Convergence of Agenda Setting and Framing.” In Stephen D. Reese, Oscar. H. Gandy, Jr., and August Grant (eds.), Framing Public Life: Perspectives on Media and Our Understanding of the Social World. Mahwah, NJ: Erlbaum, 2001. 67-83. Miller, Beth, and Jennifer Lundgren. “An Experimental Study on the Role of Weight Bias in Candidate Evaluation.” Obesity 18 (Apr. 2010): 712-718. Orth, Maureen. “Carla on a Hot Tin Roof.” Vanity Fair June 2013. 22 Apr. 2015 ‹http://www.vanityfair.com/hollywood/2013/06/carla-bruni-musical-career-album›. “President-Elect Bill Clinton Stops by a McDonalds.” n.d. 22 Apr. 2015 ‹https://screen.yahoo.com/clinton-mcdonalds-000000491.html›. Ramachandran, Ambady, and Chamukuttan Snehalatha. “The Rising Burden of Obesity in Asia.” Journal of Obesity (2010). doi: 10.1155/2010868573. 22 Apr. 2015 ‹http://www.ncbi.nlm.nih.gov/pmc/articles/PMC2939400/›.Reagan, Gillian. “Ex-Chubettes Unite! Former Fat Kids Let It All Out.” New York Observer 22 Apr. 2008. 22 Apr. 2015 ‹http://observer.com/2008/04/exchubettes-unite-former-fat-kids-let-it-all-out/›. “Rising Epidemic of Obesity in Asia.” News Medical 21 Feb. 2013. 23 Apr. 2015 ‹http://www.ncbi.nlm.nih.gov/pmc/articles/PMC2939400/›. Rothblum, Esther. “Why a Journal on Fat Studies?” Fat Studies 1 (2012): 3-5. Saguy, Abigail C., and Kevin W. Riley. “Weighing Both Sides: Morality, Mortality, and Framing Contests over Obesity.” Journal of Health Politics, Policy and Law 30.5 (2005): 869-921. Seo, Kiwon, James P. Dillard, and Fuyuan Shen. “The Effects of Message Framing and Visual Image on Persuasion. Communication Quarterly 61 (2013): 564-583. Shugart, Helene A. “Heavy Viewing: Emergent Frames in Contemporary News Coverage of Obesity.” Health Communication 26 (Oct./Nov. 2011): 635-648. Sobal, Jeffery. “The Medicalization and Demedicalization of Obesity.” Eating Agendas: Food and Nutrition as Social Problems. Ed. Jeffery Sobal and Donna Maurer. New York: Aldine de Gruyter, 1995. 67-90. Sonenshein, Julia. “Jennifer Lawrence Does More Harm than Good with Her ‘I’m Chubby’ Comments.” 3 Jan. 2014. 16 May 2015 ‹http://www.thegloss.com/2014/01/03/culture/jennifer-lawrence-fat-comments-body-image/#ixzz3aWTEg35U›. Strang, Fay. ”Carla Bruni Admits Used Therapy.” 3 May 2013. 22 Apr. 2015 ‹http://www.dailymail.co.uk/tvshowbiz/article-2318719/Carla-Bruni-admits-used-therapy-deal-comments-fat-giving-birth-forties.html›. “Taft Gained Peaks in Unusual Career.” The New York Times 9 March 1930. 22 Apr. 2015 ‹http://www.nytimes.com/learning/general/onthisday/bday/0915.html›. Vedantam, Shankar. “Clinton's Heart Bypass Surgery Called a Success.” Washington Post 7 Sep. 2004: A01. “William Howard Taft.” Whitehouse.com. n.d. 12 May 2015. Whisper. n.d. 16 May 2015 ‹https://sh.whisper/o5o8bf3810d45295605bce53f8082Db6ddb29/I-am-so-sick-and-tired-of-skinny-people-saying-that-they-are-fat›. “You’ve Got a Big Arse, Julia. Germaine Greer Advice for Julia Gillard.” Politics and Porn in a Post-Feminist World. 24 Aug. 2012. 22 Apr. 2015 ‹https://www.youtube.com/watch?v=8lFtww!D3ss›. See also: ‹http://www.smh.com.au/federal-politics/political-news/greer-defends-fat-arse-pm-comment-20120827-24x5i.html›.

As the single most successful social-networking Website to date, Facebook has caused a shift in both practice and perception of online socialisation, and its relationship to the offline world. While not the first online social networking service, Facebook’s user base dwarfs its nearest competitors. Mark Zuckerberg’s creation boasts more than 750 million users (Facebook). The currently ailing MySpace claimed a ceiling of 100 million users in 2006 (Cashmore). Further, the accuracy of this number has been contested due to a high proportion of fake or inactive accounts. Facebook by contrast, claims 50% of its user base logs in at least once a day (Facebook). The popular and mainstream uptake of Facebook has shifted social use of the Internet from various and fragmented niche groups towards a common hub or portal around which much everyday Internet use is centred. The implications are many, but this paper will focus on the progress what Mimi Marinucci terms the “Facebook effect” (70) and the evolution of lists as a filtering mechanism representing one’s social zones within Facebook. This is in part inspired by the launch of Google’s new social networking service Google+ which includes “circles” as a fundamental design feature for sorting contacts. Circles are an acknowledgement of the shortcomings of a single, unified friends list that defines the Facebook experience. These lists and circles are both manifestations of the same essential concept: our social lives are, in fact, divided into various zones not defined by an online/offline dichotomy, by fantasy role-play, deviant sexual practices, or other marginal or minority interests. What the lists and circles demonstrate is that even very common, mainstream people occupy different roles in everyday life, and that to be effective social tools, social networking sites must grant users control over their various identities and over who knows what about them. Even so, the very nature of computer-based social tools lead to problematic definitions of identities and relationships using discreet terms, in contrast to more fluid, performative constructions of an individual and their relations to others. Building the Monolith In 1995, Sherry Turkle wrote that “the Internet has become a significant social laboratory for experimenting with the constructions and reconstructions of self that characterize postmodern life” (180). Turkle describes the various deliberate acts of personnae creation possible online in contrast to earlier constraints placed upon the “cycling through different identities” (179). In the past, Turkle argues, “lifelong involvement with families and communities kept such cycling through under fairly stringent control” (180). In effect, Turkle was documenting the proliferation of identity games early adopters of Internet technologies played through various means. Much of what Turkle focused on were MUDs (Multi-User Dungeons) and MOOs (MUD Object Oriented), explicit play-spaces that encouraged identity-play of various kinds. Her contemporary Howard Rheingold focused on what may be described as the more “true to life” communities of the WELL (Whole Earth ‘Lectronic Link) (1–38). In particular, Rheingold explored a community established around the shared experience of parenting, especially of young children. While that community was not explicitly built on the notion of role-play, the parental identity was an important quality of community members. Unlike contemporary social media networks, these early communities were built on discreet platforms. MUDs, MOOs, Bulletin Board Systems, UseNet Groups and other early Internet communication platforms were generally hosted independently of one another, and even had to be dialled into via modem separately in some cases (such as the WELL). The Internet was a truly disparate entity in 1995. The discreetness of each community supported the cordoning off of individual roles or identities between them. Thus, an individual could quite easily be “Pete” a member of the parental WELL group and “Gorak the Destroyer,” a role-player on a fantasy MUD without the two roles ever being associated with each other. As Turkle points out, even within each MUD ample opportunity existed to play multiple characters (183–192). With only a screen name and associated description to identify an individual within the MUD environment, nothing technical existed to connect one player’s multiple identities, even within the same community. As the Internet has matured, however, the tendency has been shifting towards monolithic hubs, a notion of collecting all of “the Internet” together. From a purely technical and operational perspective, this has led to the emergence of the ISP (Internet service provider). Users can make a connection to one point, and then be connected to everything “on the Net” instead of individually dialling into servers and services one at a time as was the case in the early 1980s with companies such as Prodigy, the Source, CompuServe, and America On-Line (AOL). The early information service providers were largely walled gardens. A CompuServe user could only access information on the CompuServe network. Eventually the Internet became the network of choice and services migrated to it. Standards such as HTTP for Web page delivery and SMTP for email became established and dominate the Internet today. Technically, this has made the Internet much easier to use. The services that have developed on this more rationalised and unified platform have also tended toward monolithic, centralised architectures, despite the Internet’s apparent fundamental lack of a hierarchy. As the Internet replaced the closed networks, the wider Web of HTTP pages, forums, mailing lists and other forms of Internet communication and community thrived. Perhaps they required slightly more technological savvy than the carefully designed experience of walled-garden ISPs such as AOL, but these fora and IRC (Internet Relay Chat) rooms still provided the discreet environments within which to role-play. An individual could hold dozens of login names to as many different communities. These various niches could be simply hobby sites and forums where a user would deploy their identity as model train enthusiast, musician, or pet owner. They could also be explicitly about role-play, continuing the tradition of MUDs and MOOs into the new millennium. Pseudo- and polynymity were still very much part of the Internet experience. Even into the early parts of the so-called Web 2.0 explosion of more interactive Websites which allowed for easier dialog between site owner and viewer, a given identity would be very much tied to a single site, blog or even individual comments. There was no “single sign on” to link my thread from a music forum to the comments I made on a videogame blog to my aquarium photos at an image gallery site. Today, Facebook and Google, among others, seek to change all that. The Facebook Effect Working from a psychological background Turkle explored the multiplicity of online identities as a valuable learning, even therapeutic, experience. She assessed the experiences of individuals who were coming to terms with aspects of their own personalities, from simple shyness to exploring their sexuality. In “You Can’t Front on Facebook,” Mimi Marinucci summarizes an analysis of online behaviour by another psychologist, John Suler (67–70). Suler observed an “online disinhibition effect” characterised by users’ tendency to express themselves more openly online than offline (321). Awareness of this effect was drawn (no pun intended) into popular culture by cartoonist Mike Krahulik’s protagonist John Gabriel. Although Krahulik’s summation is straight to the point, Suler offers a more considered explanation. There are six general reasons for the online disinhibition effect: being anonymous, being invisible, the communications being out of sync, the strange sensation that a virtual interlocutor is all in the mind of the user, the general sense that the online world simply is not real and the minimisation of status and authority (321–325). Of the six, the notion of anonymity is most problematic, as briefly explored above in the case of AOL. The role of pseudonymity has been explored in more detail in Ruch, and will be considered with regard to Facebook and Google+ below. The Facebook effect, Marinucci argues, mitigates all six of these issues. Though Marinucci explains the mitigation of each factor individually, her final conclusion is the most compelling reason: “Facebook often facilitates what is best described as an integration of identities, and this integration of identities in turn functions as something of an inhibiting factor” (73). Ruch identifies this phenomenon as the “aggregation of identities” (219). Similarly, Brady Robards observes that “social network sites such as MySpace and Facebook collapse the entire array of social relationships into just one category, that of ‘Friend’” (20). Unlike earlier community sites, Ruch notes “Facebook rejects both the mythical anonymity of the Internet, but also the actual pseudo- or polynonymous potential of the technologies” (219). Essentially, Facebook works to bring the offline social world online, along with all the conventional baggage that accompanies the individual’s real-world social life. Facebook, and now Google+, present a hard, dichotomous approach to online identity: anonymous and authentic. Their socially networked individual is the “real” one, using a person’s given name, and bringing all (or as many as the sites can capture) their contacts from the offline world into the online one, regardless of context. The Facebook experience is one of “friending” everyone one has any social contact with into one homogeneous group. Not only is Facebook avoiding the multiple online identities that interested Turkle, but it is disregarding any multiplicity of identity anywhere, including any online/offline split. David Kirkpatrick reports Mark Zuckerberg’s rejection of this construction of identity is explained by his belief that “You have one identity … having two identities for yourself is an example of a lack of integrity” (199). Arguably, Zuckerberg’s calls for accountability through identity continue a perennial concern for anonymity online fuelled by “on the Internet no one knows you’re a dog” style moral panics. Over two decades ago Lindsy Van Gelder recounted the now infamous case of “Joan and Alex” (533) and Julian Dibbell recounted “a rape in cyberspace” (11). More recent anxieties concern the hacking escapades of Anonymous and LulzSec. Zuckerberg’s approach has been criticised by Christopher Poole, the founder of 4Chan—a bastion of Internet anonymity. During his keynote presentation at South by SouthWest 2011 Poole argued that Zuckerberg “equates anonymity with a lack of authenticity, almost a cowardice.” Yet in spite of these objections, Facebook has mainstream appeal. From a social constructivist perspective, this approach to identity would be satisfying the (perceived?) need for a mainstream, context-free, general social space online to cater for the hundreds of millions of people who now use the Internet. There is no specific, pre-defined reason to join Facebook in the way there is a particular reason to join a heavy metal music message board. Facebook is catering to the need to bring “real” social life online generally, with “real” in this case meaning “offline and pre-existing.” Very real risks of missing “real life” social events (engagements, new babies, party invitations etc) that were shared primarily via Facebook became salient to large groups of individuals not consciously concerned with some particular facet of identity performance. The commercial imperatives towards monolithic Internet and identity are obvious. Given that both Facebook and Google+ are in the business of facilitating the sale of advertising, their core business value is the demographic information they can sell to various companies for target advertising. Knowing a user’s individual identity and tastes is extremely important to those in the business of selling consumers what they currently want as well as predicting their future desires. The problem with this is the dawning realisation that even for the average person, role-playing is part of everyday life. We simply aren’t the same person in all contexts. None of the roles we play need to be particularly scandalous for this to be true, but we have different comfort zones with people that are fuelled by context. Suler proposes and Marinucci confirms that inhibition may be just as much part of our authentic self as the uninhibited expression experienced in more anonymous circumstances. Further, different contexts will inform what we inhibit and what we express. It is not as though there is a simple binary between two different groups and two different personal characteristics to oscillate between. The inhibited personnae one occupies at one’s grandmother’s home is a different inhibited self one plays at a job interview or in a heated discussion with faculty members at a university. One is politeness, the second professionalism, the third scholarly—yet they all restrain the individual in different ways. The Importance of Control over Circles Google+ is Google’s latest foray into the social networking arena. Its previous ventures Orkut and Google Buzz did not fare well, both were variously marred by legal issues concerning privacy, security, SPAM and hate groups. Buzz in particular fell afoul of associating Google accounts with users” real life identities, and (as noted earlier), all the baggage that comes with it. “One user blogged about how Buzz automatically added her abusive ex-boyfriend as a follower and exposed her communications with a current partner to him. Other bloggers commented that repressive governments in countries such as China or Iran could use Buzz to expose dissidents” (Novak). Google+ takes a different approach to its predecessors and its main rival, Facebook. Facebook allows for the organisation of “friends” into lists. Individuals can span more than one list. This is an exercise analogous to what Erving Goffman refers to as “audience segregation” (139). According to the site’s own statistics the average Facebook user has 130 friends, we anticipate it would be time-consuming to organise one’s friends according to real life social contexts. Yet without such organisation, Facebook overlooks the social structures and concomitant behaviours inherent in everyday life. Even broad groups offer little assistance. For example, an academic’s “Work People” list may include the Head of Department as well as numerous other lecturers with whom a workspace is shared. There are things one might share with immediate colleagues that should not be shared with the Head of Department. As Goffman states, “when audience segregation fails and an outsider happens upon a performance that was not meant for him, difficult problems in impression management arise” (139). By homogenising “friends” and social contexts users are either inhibited or run the risk of some future awkward encounters. Google+ utilises “circles” as its method for organising contacts. The graphical user interface is intuitive, facilitated by an easy drag and drop function. Use of “circles” already exists in the vocabulary used to describe our social structures. “List” by contrast reduces the subject matter to simple data. The utility of Facebook’s friends lists is hindered by usability issues—an unintuitive and convoluted process that was added to Facebook well after its launch, perhaps a reaction to privacy concerns rather than a genuine attempt to emulate social organisation. For a cogent breakdown of these technical and design problems see Augusto Sellhorn. Organising friends into lists is a function offered by Facebook, but Google+ takes a different approach: organising friends in circles is a central feature; the whole experience is centred around attempting to mirror the social relations of real life. Google’s promotional video explains the centrality of emulating “real life relationships” (Google). Effectively, Facebook and Google+ have adopted two different systemic approaches to dealing with the same issue. Facebook places the burden of organising a homogeneous mass of “friends” into lists on the user as an afterthought of connecting with another user. In contrast, Google+ builds organisation into the act of connecting. Whilst Google+’s approach is more intuitive and designed to facilitate social networking that more accurately reflects how real life social relationships are structured, it suffers from forcing direct correlation between an account and the account holder. That is, use of Google+ mandates bringing online the offline. Google+ operates a real names policy and on the weekend of 23 July 2011 suspended a number of accounts for violation of Google’s Community Standards. A suspension notice posted by Violet Blue reads: “After reviewing your profile, we determined the name you provided violates our Community Standards.” Open Source technologist Kirrily Robert polled 119 Google+ users about their experiences with the real names policy. The results posted to her on blog reveal that users desire pseudonymity, many for reasons of privacy and/or safety rather than the lack of integrity thought by Zuckerberg. boyd argues that Google’s real names policy is an abuse of power and poses danger to those users employing “nicks” for reasons including being a government employment or the victim of stalking, rape or domestic abuse. A comprehensive list of those at risk has been posted to the Geek Feminism Wiki (ironically, the Wiki utilises “Connect”, Facebook’s attempt at a single sign on solution for the Web that connects users’ movements with their Facebook profile). Facebook has a culture of real names stemming from its early adopters drawn from trusted communities, and this culture became a norm for that service (boyd). But as boyd also points out, “[r]eal names are by no means universal on Facebook.” Google+ demands real names, a demand justified by rhetoric of designing a social networking system that is more like real life. “Real”, in this case, is represented by one’s given name—irrespective of the authenticity of one’s pseudonym or the complications and dangers of using one’s given name. Conclusion There is a multiplicity of issues concerning social networks and identities, privacy and safety. This paper has outlined the challenges involved in moving real life to the online environment and the contests in trying to designate zones of social context. Where some earlier research into the social Internet has had a positive (even utopian) feel, the contemporary Internet is increasingly influenced by powerful and competing corporations. As a result, the experience of the Internet is not necessarily as flexible as Turkle or Rheingold might have envisioned. Rather than conducting identity experimentation or exercising multiple personnae, we are increasingly obligated to perform identity as it is defined by the monolithic service providers such as Facebook and Google+. This is not purely an indictment of Facebook or Google’s corporate drive, though they are obviously implicated, but has as much to do with the new social practice of “being online.” So, while there are myriad benefits to participating in this new social context, as Poole noted, the “cost of failure is really high when you’re contributing as yourself.” Areas for further exploration include the implications of Facebook positioning itself as a general-purpose user authentication tool whereby users can log into a wide array of Websites using their Facebook credentials. If Google were to take a similar action the implications would be even more convoluted, given the range of other services Google offers, from GMail to the Google Checkout payment service. While the monolithic centralisation of these services will have obvious benefits, there will be many more subtle problems which must be addressed. References Blue, Violet. “Google Plus Deleting Accounts en Masse: No Clear Answers.” zdnet.com (2011). 10 Aug. 2011 ‹http://www.zdnet.com/blog/violetblue/google-plus-deleting-accounts-en-masse-no-clear-answers/56›. boyd, danah. “Real Names Policies Are an Abuse of Power.” zephoria.org (2011). 10 Aug. 2011 ‹http://www.zephoria.org/thoughts/archives/2011/08/04/real-names.html›. Cashmore, Pete. “MySpace Hits 100 Million Accounts.” mashable.com (2006). 10 Aug. 2011 ‹http://mashable.com/2006/08/09/myspace-hits-100-million-accounts›. Dibble, Julian. My Tiny Life: Crime and Passion in a Virtual World. New York: Henry Holt & Company, 1998. Facebook. “Fact Sheet.” Facebook (2011). 10 Aug. 2011 ‹http://www.facebook.com/press/info.php?statistic›. Geek Feminism Wiki. “Who Is Harmed by a Real Names Policy?” 2011. 10 Aug. 2011 ‹http://geekfeminism.wikia.com/wiki/Who_is_harmed_by_a_%22Real_Names%22_policy› Goffman, Erving. The Presentation of Self in Everyday Life. London: Penguin, 1959. Google. “The Google+ Project: Explore Circles.” Youtube.com (2011). 10 Aug. 2011 ‹http://www.youtube.com/watch?v=ocPeAdpe_A8›. Kirkpatrick, David. The Facebook Effect. New York: Simon & Schuster, 2010. Marinucci, Mimi. “You Can’t Front on Facebook.” Facebook and Philosophy. Ed. Dylan Wittkower. Chicago & La Salle, Illinois: Open Court, 2010. 65–74. Novak, Peter. “Privacy Commissioner Reviewing Google Buzz.” CBC News: Technology and Science (2010). 10 Aug. 2011 ‹http://www.cbc.ca/news/technology/story/2010/02/16/google-buzz-privacy.html›. Poole, Christopher. Keynote presentation. South by SouthWest. Texas, Austin, 2011. Robards, Brady. “Negotiating Identity and Integrity on Social Network Sites for Educators.” International Journal for Educational Integrity 6.2 (2010): 19–23. Robert, Kirrily. “Preliminary Results of My Survey of Suspended Google Accounts.” 2011. 10 Aug. 2011 ‹http://infotrope.net/2011/07/25/preliminary-results-of-my-survey-of-suspended-google-accounts/›. Rheingold, Howard. The Virtual Community: Homesteading on the Electronic Frontier. New York: Harper Perennial, 1993. Ruch, Adam. “The Decline of Pseudonymity.” Posthumanity. Eds. Adam Ruch and Ewan Kirkland. Oxford: Inter-Disciplinary.net Press, 2010: 211–220. Sellhorn, Augusto. “Facebook Friend Lists Suck When Compared to Google+ Circles.” sellmic.com (2011). 10 Aug. 2011 ‹http://sellmic.com/blog/2011/07/01/facebook-friend-lists-suck-when-compared-to-googleplus-circles›. Suler, John. “The Online Disinhibition Effect.” CyberPsychology and Behavior 7 (2004): 321–326. Turkle, Sherry. Life on the Screen: Identity in the Age of the Internet. New York: Simon & Schuster, 1995. Van Gelder, Lindsy. “The Strange Case of the Electronic Lover.” Computerization and Controversy: Value Conflicts and Social Choices Ed. Rob Kling. New York: Academic Press, 1996: 533–46.

IntroductionAccording to Sigmund Freud (A General Introduction to Psychoanalysis 90), dreams can be seen as a “substitute for something else, unknown to the dreamer”. In Freud’s theory, dreams are regarded as a “depiction of the subconscious, a screen onto which the subconscious projects its suppressed desires and hallucinations about their fulfilment” (Khapaeva & Tweddle 6). It is likely due to these aspects that dreams and dreaming have become prevalent in contemporary literature, film and television, and an outlet for a greater examination of Freud’s work on the origins and nature of these "desires and hallucinations" (Eberwein). While considerable discussion exists on Freud’s psychoanalytical approach to dreams (Eberwein; Khapaeva & Tweddle; Moore Jr.), as well as the theoretical parallels between dreams and the mediums of storytelling, literature and film (Rheinschmiedt; Perlmutter; Khapeava & Tweddle), there has been limited research and representation of dreams in Gothic television. The Gothic is a “malleable notion” that is able to remould itself into various narrative forms and media (Piatti-Farnell & Brien 1), and is also “about the return of the past, of the repressed and denied, the buried secret that subverts and corrodes the present, whatever the culture does not want to know or admit” (Lloyd-Smith, 1). Given that in Freudian theory, dreams are generally regarded as a vehicle for the return of suppressed desires and the unconscious, dreams and nightmares themselves can be seen as inherently Gothic. Dreams and nightmares are often spaces where characters must confront the unfamiliar, the unknown, and the unseen future, and yet, these spaces also seem to contain aspects of the familiar, the known, and the previously seen past (Moore Jr.). Taking the inherent Gothic nature of dreams and nightmares into account, this article will critically examine the representation of dreams and nightmares in “Chapter Five: Dreams in a Witch House” in Netflix’s The Chilling Adventures of Sabrina (2018-present). At the end of the previous episode, “Chapter Four: Witch Academy”, Sabrina inadvertently frees the sleep demon, Batibat, from her prison. In Chapter five, Batibat, in an effort to force them to release her from the house, places Sabrina, Ambrose, Zelda and Hilda into a deep sleep curse where they are tortured in their dream-turned nightmares. The episode features a number of Gothic tropes and conventions, including the return of the repressed and the unconscious, the uncanny and the double, and the blurring of the boundaries between reality and fantasy. This article will primarily focus on Ambrose, whose dream sequence highlights how dreams in Gothic texts are often spaces where the boundaries between everyday reality and fantasy scenarios become blurred, producing uncanny interactions. This can be seen in Ambrose’s experience of a dream loop, where he is compelled to repeat his death over and over again; this repetition produces a blurring of the boundary between the past, present and future. Additionally, this article will discuss how the episode uses both the “aesthetics and the politics of horror and the Gothic” (Piatti-Farnell and Mercer 1), in order illustrate how the realisation of our deepest fears and anxieties in dreams and nightmares are both terrifying and horrifying. Uncanny Doubles and the Repressed Unconscious According to Royle, the uncanny is “concerned with the strange, weird, and mysterious, with a flickering sense (but not conviction) of something supernatural” (1). The uncanny is a crisis of the proper as it entails a critical disturbance of what is proper (including names, places, people), and is concerned with the familiar becoming unfamiliar. Royle argues that the uncanny is described in terms of making things uncertain and the sense that things are not as they have come to appear through habit and familiarity, which often challenges rationality or logic. According to Wheatley (3), Gothic television narratives often involve a “proclivity towards the structures and images of the uncanny” including repetitions, déjà vu, doppelgangers and the double, and severed body parts. Ambrose’s dream, in particular, support’s Wheatley’s claim that Gothic television has a proclivity towards the images of the uncanny, as it includes a number of key features of the uncanny, including repetitions, the double, and severed body parts, are used to evoke the terror of Ambrose’s pain and death. At the start of Ambrose’s dream, he is in the Spellman Mortuary with Hilda opening a body bag – upon opening the bag, the corpse is revealed to be Ambrose’s body. This revelation produces an uncanny effect, as the double operates as a figure of displacement in that it characteristically appears out of place to displace its host (Webber). This displacement of both self and time can be seen with Ambrose’s reaction, who struggles too come to terms with seeing his double on the Mortuary table. According to Babicka, the doppelganger is perceived as both self and other, and the uncanny element is the fact that they are both familiar and strange. The encounter with other selves opens up possibilities for the uncanny, as any attempt at “a reflexive grasp of this mutual imbrication of self … involves a potential for precisely those uncanny figurations that people experience from the Gothic” (Collins & Jervis 6). After the body on the Mortuary table is revealed to be Ambrose’s double, Ambrose questions his aunt Hilda about the corpse, asking “doesn’t he remind you of someone, Auntie?” Collins and Jervis’s claim that the doppelganger is perceived as both self and other is supported by this interaction, as Ambrose’s question indicates that he recognises the corpse as himself, but given that the corpse appears to be his double, he also regards it as other. Furthermore, the uncanny resemblance between Ambrose and the corpse evokes a sense of terror and awe in him. Morris (307) argues that the uncanny "derives its terror not from something external, alien, or unknown but … something that is strangely familiar and defeats our efforts to separate ourselves from it". Terror has the potential to freeze the mind and body, and derives from whatever evokes in us an apprehension of pain or death. This apprehension of pain and death can be seen with Ambrose, as open seeing the body, a close up shot of Ambrose reveals his shock and terror of his own mortality. Moreover, the existential threat of death which the double poses can be connected to a key theme within the Gothic and the uncanny – our compulsion to return to the repressed moment or act. According to Mishra (294), the double can be regarded as the uncanny harbinger of death, and "death is the always recurring or repeating presence that threatens the subject to which it compulsively returns". In Ambrose’s dream, while his double is a direct visualisation of his death, he cannot seem to remember or understand how is body came to be on the table, as its presence appears to avoid all rational logic. In his discussion of the Gothic and psychoanalysis, Punter (307) argues that we work "continuously to maintain a simulacrum of congruence between fantasy and reality". However, those boundaries frequently blur in the most routine of everyday events, such as daydreams or dissonance between what other people mean as opposed to what we want to hear. When we can’t fill in this gap in knowledge, Punter argues that this gap can call forth the uncanny which is produced when the distinction between imagination and reality is effaced. This dissonance between reality and fantasy can be seen with Ambrose’s reaction, as although his double’s corpse is right in front of him, he struggles to understand the gravity of the situation, and how he died. Unlike Ambrose’s dream, where the return of the repressed, his corpse, is a symbol of his desire to be free of house arrest, the return of the repressed in Sabrina’s dream is more literal as Harvey remembers a memory he had previously forgotten. Botting (107) argues that the uncanny is “easily produced when the distinction between imagination and reality is effaced and occurs when infantile complexes which have been repressed are once more revived by some impression”. The uncanny is the recurrence or return of the repressed – something which is familiar and old established in the mind and which has become alienated from it only through processes of repression. The return of repressed memories can be seen in Sabrina’s dream, where she reveals to her then-boyfriend, Harvey, her identity as half-witch and half-mortal. This revelation causes a moment of déjà vu for Harvey who, in the dream, remembers when Sabrina had cast a spell causing Harvey to forget about Sabrina’s identity. According to Royle (173), déjà vu can be defined as the "peculiar feeling or sensation that we have, in certain moments of situations, of having had exactly the same experience once before, or of having once before been in the same place". However, Royle argues that despite our best efforts, we never succeed in clearly remembering the previous occasion, and therefore the feeling of déjà vu corresponds to the recollection of an unconscious phantasy – we can never consciously remember it because it has never been conscious. In response to Sabrina’s revelation, Harvey asks “why am I suddenly having a strange sense of déjà vu?” Sabrina answers: “because I told you once, in the woods, and then I made you forget”. Harvey reveals that, despite Sabrina’s memory spell “a part of me remembers, even when you made me forget”. This revelation produces another uncanny moment where a repressed or ‘forgotten’ memory comes back to haunt the past. In Freud’s understanding of the uncanny, everything that was intended to remain a secret comes into the open, and the uncanny manifests itself when the repressed aspects buried in our unconscious suddenly return. By revealing her secret, the past event, the memory spell, suddenly returns and this forgotten moment causes Harvey anguish as he struggles to recollect the past experience. Repetition and Dream LoopsThe episode is segmented to focus on how the individual characters come to realise they are dreaming, before it brings them together. When first centred on Ambrose, we see him performing an autopsy on his double; after performing the operation, Ambrose is paid a visit by his coven’s High Priest, Father Blackwood, who informs him that he is no longer under house arrest. In this way, his dream initially appears to mirror the Freudian theory of dreams as simply being wish fulfilment; throughout the first season of The Chilling Adventures of Sabrina, Ambrose’s key storyline is his desire to leave the Spellman house and be free of his imprisonment. However, Ambrose’s wish is never fully actualised, as he is ultimately murdered by Batibat, and after his death, the episode jumps to the same close up shot of Ambrose and Hilda opening the body bag, like at the start of his dream. It appears that Ambrose is stuck in a time loop or a repetition of his own death, unable to leave the house forever – his greatest wish has become his greatest fear. Although it appears that Ambrose is ‘fated’ to die in his dream on a continuous loop, it is never clear when the loop actually begins, as at the beginning of the dream, we already see Ambrose’s corpse. Juranovszky argues that Gothic temporal loops play a key part in endeavours to establish sites of trauma re-enactment, and the aim of temporal confusion is to “evoke a disturbing sense of backward-pointing progress” which “allows for a reconsideration as well as a resolution of the past” (para 12). The re-enactment of Ambrose’s trauma, in this case his death, is seen in his dream, as he is stuck in an endless cycle of discovering his own corpse to only then be killed himself again. The temporality in the dream is non-linear as time flows in a circled repetition where Ambrose is at the Mortuary, is killed, and then the cycle repeats itself. Given that that dream loop begins at the Mortuary table, after Ambrose’s death, time itself in the dream is unclear as there is a blurring of the past, present, and future. Despite his awareness of being stuck in a loop of his own death, Ambrose is compelled to repeat the same action again and again until he relents and frees Batibat from the Spellman residence. This instance of repetition, where characters are compelled to act in a certain way, is a hallmark of the Gothic, and is one of the central characteristics of the uncanny (Lloyd-Smith). Lloyd-Smith argues that Gothic characters are often shown struggling in a web of repetitions caused by their unawareness of their unconscious drives and motives. However, in this case, Ambrose is shown struggling with the repetition of his own death, yet he is compelled to repeat such actions. Furthermore, the sequence highlights how dreams are a space outside of time, where the past and present are blurred. According to Perlmutter, “something happens to the narrative” when dream sequences in film and television begin, as “characters leave behind rational external reality and … cross over into a ‘between’ world where reality and imagination converge into hypothetical realms that are scrambled” and achronological” (128). Because of this blurring between reality and imagination, dreams in Gothic texts are often spaces where the past and future are highly contested, and are an extreme form of solitude outside of time. Ambrose’s home has become an unfamiliar place of torture, as although he is surrounded by familiar people and surroundings, it appears that he is stuck in solitude with little hope of escape. It is Ambrose’s awareness of being trapped in a time loop that results in his own death, and the realisation that he is trapped in existential solitude, as well as his inability to distinguish between nightmare and reality that makes his dream so terrifying. According to Piatti-Farnell and Mercer, “in our contemporary moment”, Gothic horror and terror “tend to merge and intersect, often forming hybrid visions”, that shifts between the two modes. Conventionally, terror has been “linked to fear triggered by indeterminate agents” (Cavallaro vii), and to hold characters and readers in anxious suspense about threats to life, safety, and sanity mostly out of sight or suggestions from a hidden past (Hogle). The claim that Gothic terror and horror often merge and intersect in contemporary texts can be supported by the revelation of the corpse on the Mortuary table. This revelation puts Ambrose in an anxious state, where he can only imagine the circumstances in which his double died. However, this terror of his mortality quickly shifts into horror when Ambrose realises that he is doomed to repeat his death in an endless cycle. Horror is usually triggered by “visible fear” (Cavallaro vii), and confronts characters “with the gross violence of physical or psychological dissolution, explicitly shattering the assumed norms … of everyday life with wildly shocking, and even revolting, consequences” (Hogle 3).This visualisation of fear and gross violence is explicitly shown when Ambrose performs an autopsy on his double for the second time, as he pleads “no … no … no … Auntie, please don’t leave me…” As Ambrose has encountered his death and entrapment in the Spellman residence, his fear of death has been realised as nothing remains for his imagination. The close up shot of Ambrose cutting into his own body can be considered as an instance of body horror, which Reyes argues, occurs when a “text generates fear from abnormal states of corporeality, or from an attack upon the body, we might find ourselves in front of an instance of body horror” (1). Reyes’s claim that body horror generates fear from an abnormal state of corporeality can be seen with Ambrose, as he is compelled to cut into his own body, knowing regardless of his actions, he will be killed by Batibat continuously, unless he relents and frees the demon from her trap. This compulsion to act creates a sense of horror, dread, and revulsion, which can be seen in a close up shot of Ambrose’s face, where he has an extremely visceral reaction to being stuck in his time loop, and being abandoned in solitude with no one to help him. While dreams in Freudian theory were considered as wish fulfilment, they can also be seen as a space where repressed and unconscious desires and fears manifest themselves. As seen in Ambrose’s dream, the return of these unconscious and repressed desires produced a number of uncanny and horrifying interactions. Ambrose’s growing realisation of being trapped in a nightmare loop of his death illustrate how dreams are Gothic because they disturb the boundary between the material world and fantasy. The use of Gothic horror and terror techniques and conventions in Ambrose’s dream demonstrate the horrifying nature of nightmares, not because it featured a single disturbing moment, but because Ambrose’s dream morphed from wish fulfilment to a narrative of his repressed and unconscious desires and fears. The inherent Gothic nature of dreams means they are highly effective and popularly used in literature, film, and television to evoke a sense of terror and horror because of the visceral reaction the return of the unconscious and repressed produces. ReferencesBabicka, Joanna. "Postmodern and Gothic Hybridity in Nick Cave's And the Ass Saw the Angel." The Gothic: Studies in History, Identity and Space. Ed. Katarzyna Wieckowska. Oxford: Inter-Disciplinary Press, 2012. 121-126.Botting, Fred. Limits of Horror: Technology, Bodies, Gothic. Manchester: Manchester UP, 2008.Cavallaro, Dani. The Gothic Vision: Three Centuries of Horror, Terror and Fear. London and New York: Continuum, 2002.“Chapter Four: Witch Academy.” The Chilling Adventures of Sabrina: Part One. Dir. Rob Seidenglanz. Netflix, 2018. “Chapter Five: Dreams in a Witch House.” The Chilling Adventures of Sabrina: Part One. Dir. Maggie Kiley. Netflix, 2018. Collins, Jo, and John Jervis. "Introduction." Uncanny Modernity: Cultural Theories, Modern Anxieties. Eds. Jo Collins and John Jervis. New York: Macmillan Limited, 2008.Eberwein, Robert T. Film and the Dream Screen: A Sleep and a Forgetting. Princeton: Princeton University Press, 1984.Freud, Sigmund. A General Introduction to Psychoanalysis. Trans. G. Stanley Hall. New York: Boni and Liveright, 1920. Freud, Sigmund. "The Uncanny." Fantastic Literature: A Critical Reader. Ed. David Sandner. Westport, Connecticut, and London: Praeger, 2004.Hogle, Jerrold E. "Introduction: The Gothic in Western Culture." The Cambridge Companion to Gothic Fiction. Ed. Jerrold E. Hogle. Cambridge: Cambridge UP, 2002.Juranovszky, Andrea. "Trauma Re-Enactment in the Gothic Loop: A Study on Structures of Circularity in Gothic Fiction." Inquiries Journal 6.5 (2014).Khapaeva, Dina, and Rosie Tweddle. Nightmare: From Literary Experiments to Cultural Project. Boston: Brill, 2012.Lloyd-Smith, Allan. American Gothic Fiction: An Introduction. New York: Bloomsbury, 2004.Mishra, Vijay. "The Gothic Sublime." A New Companion to the Gothic. Ed. David Punter. Oxford: John Wiley & Sons, 2012. 288-306. Moore Jr., Richard W. "Dreaming Change, Changing Dreams in the British Gothic Novel, 1765-1818." New York: Fordham University, 2018.Morris, David B. “Gothic Sublimity.” New Literary History 12.2 (1985). 299-319. Perlmutter, Ruth. "Memories, Dreams, Screens." Quarterly Review of Film and Video (2005).Piatti-Farnell, Lorna, and Donna Lee Brien. "Introduction: The Gothic Compass." New Directions in 21st-Century Gothic: The Gothic Compass. Eds. Lorna Piatti-Farnell and Donna Lee Brien. Routledge, 2015. 1-10. Piatti-Farnell, Lorna, and Erin Mercer. "Gothic: New Directions in Media and Popular Culture." M/C Journal 17.4 (2014): 4.Punter, David. "Introduction: The Ghost of a History." A New Companion to the Gothic. Ed. David Punter. John Wiley & Sons, 2012. 1-9. Rheinschmiedt, Otto, M. The Fictions of Dreams: Dreams, Literature, and Writing. London and New York: Routledge, 2017.Royle, Nicholas. The Uncanny. Manchester and New York: Manchester UP, 2003.Webber, Andrew J. The Doppelganger: Double Visions in German Literature. Oxford: Oxford UP, 1996.Wheatley, Helen. Gothic Television. Manchester and New York: Manchester UP, 2006.

For seven months in 1999/2000, six-year old Cuban Elián González was embroiled in a family feud plotted along rival national and ideological lines, and relayed televisually as soap opera across the planet. In Miami, apparitions of the Virgin Mary were reported after Elián’s arrival; adherents of Afro-Cuban santería similarly regarded Elián as divinely touched. In Cuba, Elián’s “kidnapping” briefly reinvigorated a torpid revolutionary project. He was hailed by Fidel Castro as the symbolic descendant of José Martí and Che Guevara, and of the patriotic rigour they embodied. Cubans massed to demand his return. In the U.S.A., Elián’s case was arbitrated at every level of the juridical system. The “Save Elián” campaign generated widespread debate about godless versus godly family values, the contours of the American Dream, and consumerist excess. By the end of 2000 Elián had generated the second largest volume of TV news coverage to that date in U.S. history, surpassed only by the O. J. Simpson case (Fasulo). After Fidel Castro, and perhaps the geriatric music ensemble manufactured by Ry Cooder, the Buena Vista Social Club, Elián became the most famous Cuban of our era. Elián also emerged as the unlikeliest of popular-cultural icons, the focus and subject of cyber-sites, books, films, talk-back radio programs, art exhibits, murals, statues, documentaries, a South Park episode, poetry, songs, t-shirts, posters, newspaper editorials in dozens of languages, demonstrations, speeches, political cartoons, letters, legal writs, U.S. Congress records, opinion polls, prayers, and, on both sides of the Florida Strait, museums consecrated in his memory. Confronted by Elián’s extraordinary renown and historical impact, John Carlos Rowe suggests that the Elián story confirms the need for a post-national and transdisciplinary American Studies, one whose practitioners “will have to be attentive to the strange intersections of politics, law, mass media, popular folklore, literary rhetoric, history, and economics that allow such events to be understood.” (204). I share Rowe’s reading of Elián’s story and the clear challenges it presents to analysis of “America,” to which I would add “Cuba” as well. But Elián’s story is also significant for the ways it challenges critical understandings of fame and its construction. No longer, to paraphrase Leo Braudy (566), definable as an accidental hostage of the mass-mediated eye, Elián’s fame has no certain relation to the child at its discursive centre. Elián’s story is not about an individuated, conscious, performing, desiring, and ambivalently rewarded ego. Elián was never what P. David Marshall calls “part of the public sphere, essentially an actor or, … a player” in it (19). The living/breathing Elián is absent from what I call the virtualizing drives that famously reproduced him. As a result of this virtualization, while one Elián now attends school in Cuba, many other Eliáns continue to populate myriad popular-cultural texts and to proliferate away from the states that tried to contain him. According to Jerry Everard, “States are above all cultural artefacts” that emerge, virtually, “as information produced by and through practices of signification,” as bits, bites, networks, and flows (7). All of us, he claims, reside in “virtual states,” in “legal fictions” based on the elusive and contested capacity to generate national identities in an imaginary bounded space (152). Cuba, the origin of Elián, is a virtual case in point. To augment Nicole Stenger’s definition of cyberspace, Cuba, like “Cyberspace, is like Oz — it is, we get there, but it has no location” (53). As a no-place, Cuba emerges in signifying terms as an illusion with the potential to produce and host Cubanness, as well as rival ideals of nation that can be accessed intact, at will, and ready for ideological deployment. Crude dichotomies of antagonism — Cuba/U.S.A., home/exile, democracy/communism, freedom/tyranny, North/South, godlessness/blessedness, consumption/want — characterize the hegemonic struggle over the Cuban nowhere. Split and splintered, hypersensitive and labyrinthine, guarded and hysterical, and always active elsewhere, the Cuban cultural artefact — an “atmospheric depression in history” (Stenger 56) — very much conforms to the logics that guide the appeal, and danger, of cyberspace. Cuba occupies an inexhaustible “ontological time … that can be reintegrated at any time” (Stenger 55), but it is always haunted by the prospect of ontological stalling and proliferation. The cyber-like struggle over reintegration, of course, evokes the Elián González affair, which began on 25 November 1999, when five-year old Elián set foot on U.S. soil, and ended on 28 June 2000, when Elián, age six, returned to Cuba with his father. Elián left one Cuba and found himself in another Cuba, in the U.S.A., each national claimant asserting virtuously that its other was a no-place and therefore illegitimate. For many exiles, Elián’s arrival in Miami confirmed that Castro’s Cuba is on the point of collapse and hence on the virtual verge of reintegration into the democratic fold as determined by the true upholders of the nation, the exile community. It was also argued that Elián’s biological father could never be the boy’s true father because he was a mere emasculated puppet of Castro himself. The Cuban state, then, had forfeited its claims to generate and host Cubanness. Succoured by this logic, the “Save Elián” campaign began, with organizations like the Cuban American National Foundation (CANF) bankrolling protests, leaflet and poster production, and official “Elián” websites, providing financial assistance to and arranging employment for some of Elián’s Miami relatives, lobbying the U.S. Congress and the Florida legislature, and contributing funds to the legal challenges on behalf of Elián at state and federal levels. (Founded in 1981, the CANF is the largest and most powerful Cuban exile organization, and one that regards itself as the virtual government-in-waiting. CANF emerged with the backing of the Reagan administration and the C.I.A. as a “private sector initiative” to support U.S. efforts against its long-time ideological adversary across the Florida Strait [Arboleya 224-5].) While the “Save Elián” campaign failed, the result of a Cuban American misreading of public opinion and overestimation of the community’s lobbying power with the Clinton administration, the struggle continues in cyberspace. CANF.net.org registers its central role in this intense period with silence; but many of the “Save Elián” websites constructed after November 1999 continue to function as sad memento moris of Elián’s shipwreck in U.S. virtual space. (The CANF website does provide links to articles and opinion pieces about Elián from the U.S. media, but its own editorializing on the Elián affair has disappeared. Two keys to this silence were the election of George W. Bush, and the events of 11 Sep. 2001, which have enabled a revision of the Elián saga as a mere temporary setback on the Cuban-exile historical horizon. Indeed, since 9/11, the CANF website has altered the terms of its campaign against Castro, posting photos of Castro with Arab leaders and implicating him in a world-wide web of terrorism. Elián’s return to Cuba may thus be viewed retrospectively as an act that galvanized Cuban-exile support for the Republican Party and their disdain for the Democratic rival, and this support became pivotal in the Republican electoral victory in Florida and in the U.S.A. as a whole.) For many months after Elián’s return to Cuba, the official Liberty for Elián site, established in April 2000, was urging visitors to make a donation, volunteer for the Save Elián taskforce, send email petitions, and “invite a friend to help Elián.” (Since I last accessed “Liberty for Elián” in March 2004 it has become a gambling site.) Another site, Elian’s Home Page, still implores visitors to pray for Elián. Some of the links no longer function, and imperatives to “Click here” lead to that dead zone called “URL not found on this server.” A similar stalling of the exile aspirations invested in Elián is evident on most remaining Elián websites, official and unofficial, the latter including The Sad Saga of Elian Gonzalez, which exhorts “Cuban Exiles! Now You Can Save Elián!” In these sites, a U.S. resident Elián lives on as an archival curiosity, a sign of pathos, and a reminder of what was, for a time, a Cuban-exile PR disaster. If such cybersites confirm the shipwrecked coordinates of Elián’s fame, the “Save Elián” campaign also provided a focus for unrestrained criticism of the Cuban exile community’s imbrication in U.S. foreign policy initiatives and its embrace of American Dream logics. Within weeks of Elián’s arrival in Florida, cyberspace was hosting myriad Eliáns on sites unbeholden to Cuban-U.S. antagonisms, thus consolidating Elián’s function as a disputed icon of virtualized celebrity and focus for parody. A sense of this carnivalesque proliferation can be gained from the many doctored versions of the now iconic photograph of Elián’s seizure by the INS. Still posted, the jpegs and flashes — Elián and Michael Jackson, Elián and Homer Simpson, Elián and Darth Vader, among others (these and other doctored versions are archived on Hypercenter.com) — confirm the extraordinary domestication of Elián in local pop-cultural terms that also resonate as parodies of U.S. consumerist and voyeuristic excess. Indeed, the parodic responses to Elián’s fame set the virtual tone in cyberspace where ostensibly serious sites can themselves be approached as send ups. One example is Lois Rodden’s Astrodatabank, which, since early 2000, has asked visitors to assist in interpreting Elián’s astrological chart in order to confirm whether or not he will remain in the U.S.A. To this end the site provides Elián’s astro-biography and birth chart — a Sagittarius with a Virgo moon, Elián’s planetary alignments form a bucket — and conveys such information as “To the people of Little Havana [Miami], Elian has achieved mystical status as a ‘miracle child.’” (An aside: Elián and I share the same birthday.) Elián’s virtual reputation for divinely sanctioned “blessedness” within a Cuban exile-meets-American Dream typology provided Tom Tomorrow with the target in his 31 January 2000, cartoon, This Modern World, on Salon.com. Here, six-year old Arkansas resident Allen Consalis loses his mother on the New York subway. His relatives decide to take care of him since “New York has much more to offer him than Arkansas! I mean get real!” A custody battle ensues in which Allan’s heavily Arkansas-accented father requires translation, and the case inspires heated debate: “can we really condemn him to a life in Arkansas?” The cartoon ends with the relatives tempting Allan with the delights offered by the Disney Store, a sign of Elián’s contested insertion into an American Dreamscape that not only promises an endless supply of consumer goods but provides a purportedly safe venue for the alternative Cuban nation. The illusory virtuality of that nation also animates a futuristic scenario, written in Spanish by Camilo Hernández, and circulated via email in May 2000. In this text, Elián sparks a corporate battle between Firestone and Goodyear to claim credit for his inner-tubed survival. Cuban Americans regard Elián as the Messiah come to lead them to the promised land. His ability to walk on water is scientifically tested: he sinks and has to be rescued again. In the ensuing custody battle, Cuban state-run demonstrations allow mothers of lesbians and of children who fail maths to have their say on Elián. Andrew Lloyd Weber wins awards for “Elián the Musical,” and for the film version, Madonna plays the role of the dolphin that saved Elián. Laws are enacted to punish people who mispronounce “Elián” but these do not help Elián’s family. All legal avenues exhausted, the entire exile community moves to Canada, and then to North Dakota where a full-scale replica of Cuba has been built. Visa problems spark another migration; the exiles are welcomed by Israel, thus inspiring a new Intifada that impels their return to the U.S.A. Things settle down by 2014, when Elián, his wife and daughter celebrate his 21st birthday as guests of the Kennedys. The text ends in 2062, when the great-great-grandson of Ry Cooder encounters an elderly Elián in Wyoming, thus providing Elián with his second fifteen minutes of fame. Hernández’s text confirms the impatience with which the Cuban-exile community was regarded by other U.S. Latino sectors, and exemplifies the loss of control over Elián experienced by both sides in the righteous Cuban “moral crusade” to save or repatriate Elián (Fernández xv). (Many Chicanos, for example, were angered at Cuban-exile arguments that Elián should remain in the U.S.A. when, in 1999 alone, 8,000 Mexican children were repatriated to Mexico (Ramos 126), statistical confirmation of the favored status that Cubans enjoy, and Mexicans do not, vis-à-vis U.S. immigration policy. Tom Tomorrow’s cartoon and Camilo Hernández’s email text are part of what I call the “What-if?” sub-genre of Elián representations. Another example is “If Elián Gonzalez was Jewish,” archived on Lori’s Mishmash Humor page, in which Eliat Ginsburg is rescued after floating on a giant matzoh in the Florida Strait, and his Florida relatives fight to prevent his return to Israel, where “he had no freedom, no rights, no tennis lessons”.) Nonetheless, that “moral crusade” has continued in the Cuban state. During the custody battle, Elián was virtualized into a hero of national sovereignty, an embodied fix for a revolutionary project in strain due to the U.S. embargo, the collapse of Soviet socialism, and the symbolic threat posed by the virtual Cuban nation-in-waiting in Florida. Indeed, for the Castro regime, the exile wing of the national family is virtual precisely because it conveniently overlooks two facts: the continued survival of the Cuban state itself; and the exile community’s forty-plus-year slide into permanent U.S. residency as one migrant sector among many. Such rhetoric has not faded since Elián’s return. On December 5, 2003, Castro visited Cárdenas for Elián’s tenth birthday celebration and a quick tour of the Museo a la batalla de ideas (Museum for the Battle of Ideas), the museum dedicated to Elián’s “victory” over U.S. imperialism and opened by Castro on July 14, 2001. At Elián’s school Castro gave a speech in which he recalled the struggle to save “that little boy, whose absence caused everyone, and the whole people of Cuba, so much sorrow and such determination to struggle.” The conflation of Cuban state rhetoric and an Elián mnemonic in Cárdenas is repeated in Havana’s “Plaza de Elián,” or more formally Tribuna Anti-imperialista José Martí, where a statue of José Martí, the nineteenth-century Cuban nationalist, holds Elián in his arms while pointing to Florida. Meanwhile, in Little Havana, Miami, a sun-faded set of photographs and hand-painted signs, which insist God will save Elián yet, hang along the front fence of the house — now also a museum and site of pilgrimage — where Elián once lived in a state of siege. While Elián’s centrality in a struggle between virtuality and virtue continues on both sides of the Florida Strait, the Cuban nowhere could not contain Elián. During his U.S. sojourn many commentators noted that his travails were relayed in serial fashion to an international audience that also claimed intimate knowledge of the boy. Coming after the O.J. Simpson saga and the Clinton-Lewinsky affair, the Elián story confirmed journalist Rick Kushman’s identification of a ceaseless, restless U.S. media attention shift from one story to the next, generating an “übercoverage” that engulfs the country “in mini-hysteria” (Calvert 107). But In Elián’s case, the voyeuristic media-machine attained unprecedented intensity because it met and worked with the virtualities of the Cuban nowhere, part of it in the U.S.A. Thus, a transnational surfeit of Elián-narrative options was guaranteed for participants, audiences and commentators alike, wherever they resided. In Cuba, Elián was hailed as the child-hero of the Revolution. In Miami he was a savior sent by God, the proof supplied by the dolphins that saved him from sharks, and the Virgins who appeared in Little Havana after his arrival (De La Torre 3-5). Along the U.S.A.-Mexico border in 2000, Elián’s name was given to hundreds of Mexican babies whose parents thought the gesture would guarantee their sons a U.S. future. Day by day, Elián’s story was propelled across the globe by melodramatic plot devices familiar to viewers of soap opera: doubtful paternities; familial crimes; identity secrets and their revelation; conflicts of good over evil; the reuniting of long-lost relatives; and the operations of chance and its attendant “hand of Destiny, arcane and vaguely supernatural, transcending probability of doubt” (Welsh 22). Those devices were also favored by the amateur author, whose narratives confirm that the delirious parameters of cyberspace are easily matched in the worldly text. In Michael John’s self-published “history,” Betrayal of Elian Gonzalez, Elián is cast as the victim of a conspiracy traceable back to the hydra-headed monster of Castro-Clinton and the world media: “Elian’s case was MANIPULATED to achieve THEIR OVER-ALL AGENDA. Only time will bear that out” (143). His book is now out of print, and the last time I looked (August 2004) one copy was being offered on Amazon.com for US$186.30 (original price, $9.95). Guyana-born, Canadian-resident Frank Senauth’s eccentric novel, A Cry for Help: The Fantastic Adventures of Elian Gonzalez, joins his other ventures into vanity publishing: To Save the Titanic from Disaster I and II; To Save Flight 608 From Disaster; A Wish to Die – A Will to Live; A Time to Live, A Time to Die; and A Day of Terror: The Sagas of 11th September, 2001. In A Cry for Help, Rachel, a white witch and student of writing, travels back in time in order to save Elián’s mother and her fellow travelers from drowning in the Florida Strait. As Senauth says, “I was only able to write this dramatic story because of my gift for seeing things as they really are and sharing my mystic imagination with you the public” (25). As such texts confirm, Elián González is an aberrant addition to the traditional U.S.-sponsored celebrity roll-call. He had no ontological capacity to take advantage of, intervene in, comment on, or be known outside, the parallel narrative universe into which he was cast and remade. He was cast adrift as a mere proper name that impelled numerous authors to supply the boy with the biography he purportedly lacked. Resident of an “atmospheric depression in history” (Stenger 56), Elián was battled over by virtualized national rivals, mass-mediated, and laid bare for endless signification. Even before his return to Cuba, one commentator noted that Elián had been consumed, denied corporeality, and condemned to “live out his life in hyper-space” (Buzachero). That space includes the infamous episode of South Park from May 2000, in which Kenny, simulating Elián, is killed off as per the show’s episodic protocols. Symptomatic of Elián’s narrative dispersal, the Kenny-Elián simulation keeps on living and dying whenever the episode is re-broadcast on TV sets across the world. Appropriated and relocated to strange and estranging narrative terrain, one Elián now lives out his multiple existences in the Cuban-U.S. “atmosphere in history,” and the Elián icon continues to proliferate virtually anywhere. References Arboleya, Jesús. The Cuban Counter-Revolution. Trans. Rafael Betancourt. Research in International Studies, Latin America Series no. 33. Athens, OH: Ohio Center for International Studies, 2000. Braudy, Leo. The Frenzy of Renown: Fame and Its History. New York and Oxford: Oxford UP, 1986. Buzachero, Chris. “Elian Gonzalez in Hyper-Space.” Ctheory.net 24 May 2000. 19 Aug. 2004: http://www.ctheory.net/text_file.asp?pick=222>. Calvert, Clay. Voyeur Nation: Media, Privacy, and Peering in Modern Culture. Boulder: Westview, 2000. Castro, Fidel. “Speech Given by Fidel Castro, at the Ceremony Marking the Birthday of Elian Gonzalez and the Fourth Anniversary of the Battle of Ideas, Held at ‘Marcello Salado’ Primary School in Cardenas, Matanzas on December 5, 2003.” 15 Aug. 2004 http://www.revolutionarycommunist.org.uk/fidel_castro3.htm>. Cuban American National Foundation. Official Website. 2004. 20 Aug. 2004 http://www.canf.org/2004/principal-ingles.htm>. De La Torre, Miguel A. La Lucha For Cuba: Religion and Politics on the Streets of Miami. Berkeley: U of California P, 2003. “Elian Jokes.” Hypercenter.com 2000. 19 Aug. 2004 http://www.hypercenter.com/jokes/elian/index.shtml>. “Elian’s Home Page.” 2000. 19 Aug. 2004 http://elian.8k.com>. Everard, Jerry. Virtual States: The Internet and the Boundaries of the Nation-State. London and New York, Routledge, 2000. Fernández, Damián J. Cuba and the Politics of Passion. Austin: U of Texas P, 2000. Hernández, Camilo. “Cronología de Elián.” E-mail. 2000. Received 6 May 2000. “If Elian Gonzalez Was Jewish.” Lori’s Mishmash Humor Page. 2000. 10 Aug. 2004 http://www.geocities.com/CollegePark/6174/jokes/if-elian-was-jewish.htm>. John, Michael. Betrayal of Elian Gonzalez. MaxGo, 2000. “Liberty for Elián.” Official Save Elián Website 2000. June 2003 http://www.libertyforelian.org>. Marshall, P. David. Celebrity and Power: Fame in Contemporary Culture. Minneapolis and London: U of Minnesota P, 1997. Ramos, Jorge. La otra cara de América: Historias de los inmigrantes latinoamericanos que están cambiando a Estados Unidos. México, DF: Grijalbo, 2000. Rodden, Lois. “Elian Gonzalez.” Astrodatabank 2000. 20 Aug. 2004 http://www.astrodatabank.com/NM/GonzalezElian.htm>. Rowe, John Carlos. 2002. The New American Studies. Minneapolis and London: U of Minnesota P, 2002. “The Sad Saga of Elian Gonzalez.” July 2004. 19 Aug. 2004 http://www.revlu.com/Elian.html>. Senauth, Frank. A Cry for Help: The Fantastic Adventures of Elian Gonzalez. Victoria, Canada: Trafford, 2000. Stenger, Nicole. “Mind Is a Leaking Rainbow.” Cyberspace: First Steps. Ed. Michael Benedikt. Cambridge, MA: MIT P, 1991. 49-58. Welsh, Alexander. George Eliot and Blackmail. Cambridge, MA: Harvard UP, 1985. Citation reference for this article MLA Style Allatson, Paul. "The Virtualization of Elián González." M/C Journal 7.5 (2004). echo date('d M. Y'); ?> <http://journal.media-culture.org.au/0411/16-allatson.php>. APA Style Allatson, P. (Nov. 2004) "The Virtualization of Elián González," M/C Journal, 7(5). Retrieved echo date('d M. Y'); ?> from <http://journal.media-culture.org.au/0411/16-allatson.php>.

Introduction It appears that graffiti has begun to clean up its act. Escalating numbers of mature graffiti writers feel the removal of their graffiti has robbed them of a history, and are turning to legal projects in an effort to restore it. Phibs has declared the graffiti underground “limited” and Kano claims its illegal aspect no longer inspires him (Hamilton, 73). A sign of the times was the exhibition Sake of Name: Australian Graffiti Now which opened at the Wharf 2 Theatre in January 2001. The exhibition was commissioned by the Sydney Theatre Company and comprised twenty-two pieces painted by graffiti writers from around Australia. Keen to present a respectable image, writers rejected the original title of Bomb the Wharf, as they felt it focused on the negative aspects of the culture (Andrews, 2). Premier Bob Carr opened the exhibition with the declaration that there is a difference between “graffiti art” and “graffiti vandalism”. The Premier’s stance struck a discordant note with Tony Stevens, a twenty-three-year veteran graffiti cleaner. Described by the Sydney Morning Herald as an “urban art critic by default,” Stevens could see no distinction between graffiti art and vandalism (Leys, 1). Furthermore, he expressed his disappointment that the pieces had “no sense of individuality … it could be graffiti from any American city” (Stevens, 1). As far as Stevens could see, Australian graffiti expressed nothing of its Australian context; it simply mimicked that of America. Sydney Theatre Company director Benedict Andrews responded with a venomous attack on Stevens. Andrews accused the cleaner of being blinded by prejudice (1), and felt that years of cleaning texta tags from railway corridors could not have possibly qualified Stevens as an art critic (3). “The artists in this exhibition are not misfits,” Andrews wrote (2). “They are serious artists in dialogue with their culture and the landscapes in which they live” (2). He went on to hail the strength and diversity of the Australian graffiti scene: “it is a vital and agile international culture and in Australia has evolved in specific ways” (1). The altercation between Stevens and Andrews pointed to one of the debates concerning Australian graffiti: whether it is unique or simply imitative of the American form. Hinged on the assessment of graffiti as vandalism is the view that graffiti is dirty, a disease. Proponents of this view consider graffiti to be an undifferentiated global phenomenon. Others conceive of graffiti as art, and as such argue that it is expressive of local experiences. Graffiti writers maintain that graffiti is expressive of local experiences and they describe it in terms of regional styles and aesthetics. This article maps the transformation of hip hop graffiti as it has been disseminated throughout the world. It registers the distinctiveness of graffiti in Australia and argues that graffiti is not a globally homogenous form, but one which develops in a locally specific manner. Writing and Replicating: Hip Hop Graffiti and Cultural Imperialism Contemporary graffiti subcultures are strongly identified with large American cities. Originating in the black neighbourhood cultures of Philadelphia and New York City in the late 1960s and early 1970s, hip hop graffiti emerged as part of a larger, homegrown, alternative youth culture (“Urban Graffiti”, 77). Before the end of the 1970s, the aesthetic codes and stylised images of hip hop graffiti began to disseminate to major cities across America and throughout the globe. Its transmission was facilitated by: the production and export of films such as Style Wars (Silver and Chalfant, 1983) and Wild Style (Ahearn, 1983); the covers of rap albums; graffiti magazines; art dealers; and style manuals such as Subway Art (Cooper and Chalfant) and Spraycan Art (Chalfant and Prigroff). Graffiti migrated to Australian shores during the early 1980s, gaining influence through the appearance of these seminal works, which are credited by many as having inspired them to pick up a can of spraypaint. During its larval stages, the subcultural codes of graffiti invented by American writers were reiterated in an Australian context. Australian graffiti writers poached the vocabulary and rhetoric invented by their American counterparts. Writers spoke of “getting up”, “getting fame” and their “crew”, classifying their work as “tags”, “pieces”, or “throw ups”. They utilised the same bubble letters, and later, the incomprehensible “wildstyle” originally devised by American writers. It was not long, however, before Australian writers were making their own innovations and developing a unique style. Despite this, there is still widespread conviction in the view that Australian graffiti is a replica of an American cultural form. This view is supported at a theoretical level by the concept of cultural imperialism. It is generally understood, at a basic level, to be the diffusion of a foreign culture at the expense of a local culture. The concept has been usefully clarified by John Tomlinson. Since there are various orders of power involved in allegations of cultural imperialism, Tomlinson attempts to resist some implicit “master narrative” of the term, accounting for cultural imperialism in a multidimensional fashion (20). He outlines five possible versions, which inflect cultural imperialism to mean cultural domination; a discourse of nationality; media imperialism; global capital; and modernity (19-28). The idea that Australian graffiti replicates American graffiti draws particularly on the first two versions—that of cultural imperialism as cultural domination, and the discourse of nationality. Both these approaches focus on the processes involved in cultural imperialism—“the invasion of an indigenous culture by a foreign one” (Tomlinson, 23). Many people I spoke to about graffiti saw it as evidence of foreign, particularly American, domination and influence over Australian culture. They expressed concern that the appearance of graffiti would signal an influx of “American” problems: gang activity, escalating violence and social disorder. Cultural imperialism as a discourse of nationality hinges on the concepts of “belonging” and “indigenous culture”. In a conference organised by the Graffiti Program of the Government of Western Australia, Senator Ian Campbell argued that graffiti had no place in Australia. He felt that, “there should be little need for social comment through the vandalism of other’s property. Perhaps in nations where … freedoms are not recognised … but not in Australia” (6). Tomlinson argues that the conceptions of cultural imperialism as both cultural domination and as a discourse of nationality are popular because of their highly ambiguous (and thus accommodating) nature (19, 23). However, both notions are problematic. Tomlinson immediately dismisses the notion of cultural imperialism as cultural domination, arguing that one should aim for specificity. “Imperialism” and “domination” are rather general notions, and as such both have sufficient conceptual breadth and ambiguity to accommodate most uses to which they might be put (19). Cultural imperialism as a discourse of nationality is similarly problematic, relying on the precise definitions of a series of terms—such as belonging, and indigenous culture—which have multiple inflections (24). Cultural imperialism has often been tracked as a process of homogenisation. Conceiving of cultural imperialism as homogenisation is particularly pertinent to the argument for the global homogeneity of graffiti. Cultural homogenisation makes “everywhere seem more or less the same,” assuming a global uniformity which is inherently Western, and in extreme cases, American (6). The implications of “Americanisation” are relevant to the attitudes of Australian graffiti writers. On the Blitzkrieg Bulletin Board—an internet board for Australian graffiti writers—I found evidence of a range of responses to “Americanisation” in Australian graffiti. One of the writers had posted: “you shouldn’t even be doing graff if you are a toy little kid, buying export paint and painting legal walls during the day … f*** all y’all niggaz!” s3 replied, “I do know that modern graffiti originated in America but … token are you American? Why do you want to talk like an American gangsta rapper?” The global currency of graffiti is one in which local originality and distinctiveness are highly prized. It is a source of shame for a writer to “bite”. Many of the writers I spoke to became irate when I suggested that Australian styles “bit” those of America. It seems inconsistent that Australian graffiti writers would reproduce American graffiti, if they do not even tolerate Australian writers using the word “nigga”. Like the argument that Australian graffiti replicates that of America, the concept of cultural imperialism is problematic. By the 1970s the concept was beginning to come apart at the seams, its “artificial coherence” exposed when subjected to a range of applications (Tomlinson, 8). Although the idea of cultural imperialism has been discredited and somewhat abandoned at the level of theory, the concept nonetheless continues to guide attitudes towards graffiti. Jeff Ferrell has argued that the interplay of cultural resources involved in worldwide graffiti directly locates it inside issues of cultural imperialism (“Review of Moscow Graffiti”, paragraph 5). Stylistic and subcultural consistencies are mobilised to substantiate assertions of the operation of cultural imperialism in the global form of graffiti. This serves to render it globally homogeneous. While many graffiti writers would concede that graffiti maintains certain global elements, few would agree that this is indicative of a global homogeneity of form. As part of the hip hop component of their website, Triple J conducted an investigation into graffiti. It found that “the graffiti aesthetic developed in New York has been modified with individual characteristics … and has transformed into a unique Australian style” (“Old Skool”, paragraph 6). Veteran writers Umph, Exit, Phibs and Dmote agree. Perth writer Zenith claims, “we came up with styles from the US back in the day and it has grown into something quite unique” (personal communication). Exit declares, “every city has its own particular style. Graffiti from Australia can easily be distinguished by graffiti artists. Australia has its own particular style” (1). Umph agrees: “to us writers, the differences are obvious” (2). Although some continue to perceive Australian graffiti as replicating that of America, it appears that this is no longer the case. Evidence has emerged that Australian graffiti has evolved into a unique and localised form, which no longer imitates that of America. “Going Over” Cultural Imperialism: Hip Hop Graffiti and Processes of Globalisation The argument that graffiti has developed local inflections has lately garnered increasing support due to new theories of global cultural interaction and exchange. The modern era has been characterised by the increasing circulation of goods, capital, knowledge, information, people, images, ideologies, technologies and practices across national borders and territorial boundaries (Appadurai, 230; Scholte, 10). Academic discussion of these developments has converged in recent years around the concept of “globalisation”. While cultural imperialism describes these movements as the diffusion of a foreign culture at the expense of a local one, globalisation interprets these profound changes as evidence of “a global ecumene of persistent cultural interaction and exchange” (Hannerz, 107). In such a view, the globe is not characterised by domination and homogenisation (as with cultural imperialism), but more in terms of exchange and heterogeneity. Recent studies acknowledge that globalisation is complex and multidimensional (Giddens, 30; Kalb, 1), even a process of paradoxes (Findlay, 30). Globalisation is frequently described in terms of contradictory processes—universalisation vs. particularisation, homogenisation vs. differentiation, integration vs. fragmentation. Another of these dialectical tendencies is that of localisation. Kloos defines localisation as representing “the rise of localised, culturally defined identities … localisation stresses sociocultural specificity, in a limited space” (281). While localisation initially appears to stand in opposition to globalisation, the concepts are actually involved in a dialectical process (Giddens, 64). The relationship between localisation and globalisation has been formulated as follows: “Processes of globalisation trigger identity movements leading to the creation of localised, cultural-specific, identities” (Kloos, 282). The development of localisation is particularly pertinent to this study of graffiti. The concept allows for local diversity and has led to the understanding that global cultural phenomena are involved in a process of exchange. Work around globalisation lends credence to the argument that, as graffiti has disseminated throughout the globe, it has mutated to the specific locale within which it exists. Graffiti has always been locally specific: from the early stages which witnessed writers such as Julio 204, Fran 207 and Joe 136 (the numbers referred to their street), to the more recent practice of suffixing tag names with the name of a writers’ crew and their area code. The tendency to include area codes has been largely abandoned in Australia as the law has responded to graffiti with increasing vigilance, but evolutions in graffiti have pointed towards the development of regionally specific styles which writers have come to recognise. Thus, graffiti cannot be thought of as a globally homogenous form, nor can it be said that Australian graffiti replicates that of America. As hip hop has circulated throughout the globe it has appeared to adopt local inflections, having adapted into something quite locally distinctive. In a sense hip hop has been “translated” to particular circumstances. It is now appropriate to consider Australian hip hop and graffiti as a translation of a global cultural phenomenon. A useful reference in this regard is Yuri Lotman, who designates dialogue as the elementary mechanism of translation (143). He suggests that participants involved in a dialogue alternate between a position of “transmission” and “reception” (144). Hence cultural developments are cyclical, and relationships between units—which may range from genres to national cultures—pass through periods of “transmission” and “reception” (144). Lotman proposes that the relationship between structures follows a pattern: at first, a structure will appear in decline, static, unoriginal. He records these “intermissions” as “pauses in dialogue”, during which the structure absorbs influences from the outside (144). When saturation reaches a certain limit, the structure begins producing its own texts as its “passive state changes to a state of alertness” (145). This is a useful way of comprehending Australian hip hop culture. It appears that the Australian hip hop scene has left behind its period of “reception” and is now witnessing one of “transmission” in which it is producing uniquely Australian flavours and styles. Of the contemporary graffiti I have observed, it appears that Australian writing is truly distinctive. Australian writers may have initially poached the subcultural codes developed by their American counterparts, however Australia has evolved to be truly unique where it counts—in graffiti styles. Distinctive graffiti styles can be witnessed, not only between different continents, but also within geographic locations. American graffiti registers a variety of locally specific forms. New York remains devoted to the letter, while graffiti on the west coast of America is renowned for its gang writing. American lettering styles tend to develop existing styles. New York wildstyle is easily recognised, and differs from letters in the Bay Area and San Francisco, which feature arrows inside the letters. While American graffiti is by and large concerned with letters, Australia has gained some repute for its exploration of characters. Like American writers, Australians employ characters poached from popular culture, but for the most part Australian writers employ characters and figures that they have invented themselves, often poaching elements from a wide variety of sources and utilising a wide variety of styles. Marine imagery, not usually employed in American graffiti, recurs in Australian pieces. Kikinit in the Park, a youth festival held in Fremantle in March 2001, featured a live urban art display by Bugszy Snaps, who combined oceanic and graffiti iconography, fusing sea creatures with spraypaint cans. Phibs also “uses images from the sea a lot” (Hamilton, 73), having grown up at the beach. In spite of this focus on the development of characters and images, Australia has not neglected the letter. While initially Australian graffiti artists imitated the styles developed in America, Australian lettering has evolved into something exceptional. Some writers have continued to employ bubble letters and wildstyle, and Australia has kept up with modifications in wildstyle that has seen it move towards 3D. Australia has cultivated this form of traditional wildstyle, elevating it to new heights. Sometimes it is combined with other styles; other times it appears as controlled wildstyle—set around a framework of some sort. In other instances, Australia has charted new territory with the letter, developing styles that are completely individual. Australian writing also blends a variety of lettering and graphic styles, combining letters and figures in new and exciting ways. Australian graffiti often fuses letters with images. This is relatively rare in American graffiti, which tends to focus on lettering and, on the whole, utilises characters to less effect than Australian graffiti. Conclusion Graffiti is not a globally homogeneous form, but one which has developed in locally specific and distinctive ways. As hip hop graffiti has circulated throughout the globe it has been translated between various sites and developed local inflections. In order to visualise graffiti in this manner, it is necessary to recognise theories of cultural imperialism as guiding the widespread belief that graffiti is a globally homogeneous form. I have refuted this view and the worth of cultural imperialism in directing attitudes towards graffiti, as there is a valid foundation for considering the local distinctiveness of Australian graffiti. By engaging critically with literature around globalisation, I have established a theoretical base for the argument that graffiti is locally specific. Envisaging the global form of hip hop graffiti as translated between various sites and having developed in locally specific ways has exposed the study of graffiti outside of the United States. Current writings on cultural studies and graffiti are dominated by the American academy, taking the United States as its centre. In rectifying this imbalance, I stress the need to recognise the distinctiveness of other cultures and geographic locations, even if they appear to be similar. While writers across Australia argue that their locations produce original styles, few have been willing to expound on how their scene is “fresh”. One writer I spoke with was an exception. Zenith explained that: “the way we are original is that our style has developed for so long, fermented if you will, because of Perth being so damned isolated” (personal communication). He went on to say: “I also happen to feel that we’re losing the originality every second of every day, for a number of reasons … with web sites, videos, magazines, and all this type of graffito affiliated stuff” (personal communication). Hip hop graffiti culture is one in which communication and exchange is of central concern. The circulation of this “graffito affiliated stuff”—websites, graffiti magazines, videos, books—as well as the fact that aerosol artists frequently travel to other cities and countries to write, demonstrates that this is a culture which, although largely identified with America, is also global in reach. This global interaction and exchange is increasingly characterised by a complex relationship which involves imitation and adaptation. Glossary Bite To copy another graffiti writer’s style Crew Organised group of graffiti writers Getting up Successful graffiti endeavour; to graffiti Going over To graffiti over another’s graffiti Piece The most sophisticated kind of graffiti, which includes characters, words and phrases Tag A stylised version of a signature; the most basic form of graffiti Throw up Two-dimensional version of a tag Wildstyle Style of graffiti characterised by interlocking letters and arrows Writer Graffiti artist; one who does graffiti References Andrews, Benedict. “If a Cleaner Can Review Graffiti Art, Then …” Sydney Morning Herald 15 Jan. 2001. 15 August 2001 http://www.smh.com.au/news/0101/15/features/features8.html>. Appadurai, Arjun. “Globalization and the Research Imagination.” International Social Science Journal 51.2 (1999): 229-38. Campbell, Ian. “The National Perspective.” Dealing with Graffiti. Ed. Graffiti Program, Government of Western Australia: Perth, 1997: 6-7. Chalfant, Henry, and James Prigroff. Spraycan Art. London: Thames & Hudson, 1987. Cooper, Martha, and Henry Chalfant. Subway Art. London: Thames & Hudson, 1984. “Exit”. n.d. [1998]. 18 Jul. 2001 http://loud.net.au/projects/digit/garry/exit.htm>. Ferrell, Jeff. “Review of Moscow Graffiti: Language and Subculture.” Social Justice 20.3-4 (1993): 188 (15). ———. “Urban Graffiti: Crime, Control, and Resistance.” Youth and Society 27 (1995-6): 73-87. Findlay, Mark. The Globalization of Crime: Understanding Transitional Relationships in Context. Cambridge: Cambridge UP, 1999. Giddens, Anthony. Runaway World: How Globalization Is Reshaping our Lives. New York: Routledge, 2000. Hamilton, Kate. “Can in Hand.” Rolling Stone 590 (2001): 72-5. Hannerz, Ulf. “Scenarios for Peripheral Cultures.” Culture, Globalization and the World-System: Contemporary Conditions for the Representation of Identity. Ed. Anthony D. King. Houndmills: Macmillan, 1991. 107-28. Kalb, Don. “Localizing Flows: Power, Paths, Institutions, and Networks.” The Ends of Globalization: Bringing Society Back In. Ed. Don Kalb. Boston: Rowman and Littlefield Publishers, 2000. 1-29. Kloos, Peter. “The Dialectics of Globalization and Localization.” The Ends of Globalization: Bringing Society Back In. Ed. Don Kalb. Boston: Rowman and Littlefield, 2000. 281-97. Leys, Nick. “Graffiti Removalist Gives Art Installation a Spray.” Sydney Morning Herald 9 January 2001. 9 Jan. 2001. http://www.smh.com.au/news/0101/09/national/national15.html>. Lotman, Yuri. The Universe of the Mind: A Semiotic Theory of Culture. Bloomington, IN: Indiana UP, 1990. “Old Skool.” Triple J. 2001. 18 Jul. 2001 http://www.abc.net.au/triplej/arts/graff/oldskool/default.htm>. s3. “Name & Email Supplied.” Online posting. 9 May 2004. Blitzkrieg Bulletin Board. 20 July 2001 http://network54.com/Forum>. Scholte, Jan Aarte. “Globalisation: Prospects For a Paradigm Shift.” Politics and Globalisation: Knowledge, Ethics and Agency. Ed. Martin Shaw. London: Routledge, 1999. 9-22. Stevens, Tony. “It’s Vandalism, It’s Illegal and It Causes Anguish and Frustration.” Sydney Morning Herald 5 Feb. 2001. 4 Mar. 2001 http://www.smh.com.au/news/0102/05/features/features10.html>. Style Wars. Dir. Tony Silver and Henry Chalfant. 1983. DVD. Passion River, 2005. Token. “F*** You Little Kids!” Online posting. 5 May 2000. Blitzkrieg Bulletin Board. 20 Jul. 2001 http://network54.com/Forum>. Tomlinson, John. Cultural Imperialism: A Critical Introduction. London: Pinter Publishers, 1991. Umph. n.d. [1998]. 18 Jul. 2001. http://loud.net.au/projects/digit/garry/umph.htm>. Wild Style. Dir. Charlie Ahearn. 1983. DVD. Rhino Theatrical, 2002. Citation reference for this article MLA Style Lombard, Kara-Jane. "“To Us Writers, the Differences Are Obvious”: The Adaptation of Hip Hop Graffiti to an Australian Context." M/C Journal 10.2 (2007). echo date('d M. Y'); ?> <http://journal.media-culture.org.au/0705/05-lombard.php>. APA Style Lombard, K. (May 2007) "“To Us Writers, the Differences Are Obvious”: The Adaptation of Hip Hop Graffiti to an Australian Context," M/C Journal, 10(2). Retrieved echo date('d M. Y'); ?> from <http://journal.media-culture.org.au/0705/05-lombard.php>.

In August 2006 the LiveJournal (hereafter LJ) community sga_flashfic posted its bimonthly challenge: a “Mission Report” challenge. Challenge communities are fandom-specific sites where moderators pick a theme or prompt to which writers respond and then post their specific fan works. The terms of this challenge were to encourage participants to invent a new mission and create a piece of fan fiction in the form of a mission report from the point of view of the Stargate Atlantis team of explorers. As an alternative possibility, and this is where the trouble started, the challenge also allowed to “take another author’s story and write a report” of its mission. Moderator Cesperanza then explained, “if you choose to write a mission report of somebody else’s story, we’ll ask you to credit them, but we won’t require you to ask their permission” (sga_flashfic LJ, 21 Aug. 2006, emphasis added). Whereas most announcement posts would only gather a few comments, this reached more than a hundred responses within hours, mostly complaints. Even though the community administrators quickly backtracked and posted a revision of the challenge not 12 hours later, the fannish LiveJournal sphere debated the challenge for days, reaching far beyond the specific fandom of Stargate Atlantis to discuss the ethical questions surrounding fannish appropriation and remix. At the center of the debate were the last eight words: “we won’t require you to ask their permission.” By encouraging fans to effectively write fan fiction of fan fiction and by not requiring permission, the moderators had violated an unwritten norm within this fannish community. Like all fan communities, western media fans have developed internal rules covering everything from what to include in a story header to how long to include a spoiler warning following aired episodes (for a definition and overview of western media fandom, see Coppa). In this example, the mods violated the fannish prohibition against the borrowing of original characters, settings, plot points, or narrative structures from other fan writers without permission—even though as fan fiction, the source of the inspiration engages in such borrowing itself. These kinds of normative rules can be altered, of course, but any change requires long and involved discussions. In this essay, we look at various debates that showcase how this fan community—media fandom on LiveJournal—creates and enforces but also discusses and changes its normative behavior. Fan fiction authors’ desire to prevent their work from being remixed may seem hypocritical, but we argue that underlying these conversations are complex negotiations of online privacy and control, affective aesthetics, and the value of fan labor. This is not to say that all fan communities address issues of remixing in the same way media fandom at this point in time did nor to suggest that they should; rather, we want to highlight a specific community’s internal ethics, the fervor with which members defend their rules, and the complex arguments that evolve from all sides when rules are questioned. Moreover, we suggest that these conversations offer insight into the specific relation many fan writers have to their stories and how it may differ from a more universal authorial affect. In order to fully understand the underlying motivations and the community ethos that spawned the sga_flashfic debates, we first want to differentiate between forms of unauthorised (re)uses and the legal, moral, and artistic concerns they create. Only with a clear definition of copyright infringement and plagiarism, as well as a clear understanding of who is affected (and in what ways) in any of these cases, can we fully understand the social and moral intersection of fan remixing of fan fiction. Only when sidestepping the legal and economic concerns surrounding remix can we focus on the ethical intricacies between copyright holders and fan writers and, more importantly, within fan communities. Fan communities differ greatly over time, between fandoms, and even depending on their central social interfaces (such as con-based zines, email-based listservs, journal-based online communities, etc.), and as a result they also develop a diverse range of internal community rules (Busse and Hellekson, “Works”; Busker). Much strife is caused when different traditions and their associated mores intersect. We’d argue, however, that the issues in the case of the Stargate Atlantis Remix Challenge were less the confrontation of different communities and more the slowly changing attitudes within one. In fact, looking at media fandom today, we may already be seeing changed attitudes—even as the debates continue over remix permission and unauthorised use. Why Remixes Are Not Copyright Infringement In discussing the limits of unauthorised use, it is important to distinguish plagiarism and copyright violation from forms of remix. While we are more concerned with the ethical issues surrounding plagiarism, we want to briefly address copyright infringement, simply because it often gets mixed into the ethics of remixes. Copyright is strictly defined as a matter of law; in many of the online debates in media fandom, it is often further restricted to U.S. Law, because a large number of the source texts are owned by U.S. companies. According to the U.S. Constitution (Article I, Section 8), Congress has the power to secure an “exclusive Right” “for limited Times.” Given that intellectual property rights have to be granted and are limited, legal scholars read this statute as a delicate balance between offering authors exclusive rights and allowing the public to flourish by building on these works. Over the years, however, intellectual property rights have been expanded and increased at the expense of the public commons (Lessig, Boyle). The main exception to this exclusive right is the concept of “fair use,” defined as use “for purposes such as criticism, comment, news reporting, teaching..., scholarship, or research” (§107). Case law circumscribes the limits of fair use, distinguishing works that are merely “derivative” from those that are “transformative” and thus add value (Chander and Sunder, Fiesler, Katyal, McCardle, Tushnet). The legal status of fan fiction remains undefined without a specific case that would test the fair use doctrine in regards to fan fiction, yet fair use and fan fiction advocates argue that fan fiction should be understood as eminently transformative and thus protected under fair use. The nonprofit fan advocacy group, the Organization for Transformative Works, in fact makes clear its position by including the legal term in their name, reflecting a changing understanding of both fans and scholars. Why Remixes Are Not Plagiarism Whereas copyright infringement is a legal concept that punishes violations between fan writers and commercial copyright holders, plagiarism instead is defined by the norms of the audience for which a piece is written: definitions of plagiarism thus differ from academic to journalist to literary contexts. Within fandom one of the most blatant (and most easily detectable) forms of plagiarism is when a fan copies another work wholesale and publishes it under their own name, either within the same fandom or by simply searching and replacing names to make it fit another fandom. Other times, fan writers may take selections of published pro or fan fiction and insert them into their works. Within fandom accusations of plagiarism are taken seriously, and fandom as a whole polices itself with regards to plagiarism: the LiveJournal community stop_plagiarism, for example, was created in 2005 specifically to report and pursue accusations of plagiarism within fandom. The community keeps a list of known plagiarisers that include the names of over 100 fan writers. Fan fiction plagiarism can only be determined on a case-by-case basis—and fans remain hypervigilant simply because they are all too often falsely accused as merely plagiarising when instead they are interpreting, translating, and transforming. There is another form of fannish offense that does not actually constitute plagiarism but is closely connected to it, namely the wholesale reposting of stories with attributions intact. This practice is frowned upon for two main reasons. Writers like to maintain at least some control over their works, often deriving from anxieties over being able to delete one’s digital footprint if desired or necessary. Archiving stories without authorial permission strips authors of this ability. More importantly, media fandom is a gift economy, in which labor is not reimbursed economically but rather rewarded with feedback (such as comments and kudos) and the growth of a writer’s reputation (Hellekson, Scott). Hosting a story in a place where readers cannot easily give thanks and feedback to the author, the rewards for the writer’s fan labor are effectively taken from her. Reposting thus removes the story from the fannish gift exchange—or, worse, inserts the archivist in lieu of the author as the recipient of thanks and comments. Unauthorised reposting is not plagiarism, as the author’s name remains attached, but it tends to go against fannish mores nonetheless as it deprives the writer of her “payment” of feedback and recognition. When Copyright Holders Object to Fan Fiction A small group of professional authors vocally proclaim fan fiction as unethical, illegal, or both. In her “Fan Fiction Rant” Robin Hobbs declares that “Fan fiction is to writing what a cake mix is to gourmet cooking” and then calls it outright theft: “Fan fiction is like any other form of identity theft. It injures the name of the party whose identity is stolen.” Anne Rice shares her feelings about fan fiction on her web site with a permanent message: “I do not allow fan fiction. The characters are copyrighted. It upsets me terribly to even think about fan fiction with my characters. I advise my readers to write your own original stories with your own characters. It is absolutely essential that you respect my wishes.” Diana Gabaldon calls fan fiction immoral and describes, “it makes me want to barf whenever I’ve inadvertently encountered some of it involving my characters.” Moreover, in a move shared by other anti-fan fiction writers, she compares her characters to family members: “I wouldn’t like people writing sex fantasies for public consumption about me or members of my family—why would I be all right with them doing it to the intimate creations of my imagination and personality?” George R.R. Martin similarly evokes familial intimacy when he writes, “My characters are my children, I have been heard to say. I don’t want people making off with them.” What is interesting in these—and other authors’—articulations of why they disapprove of fan fiction of their works is that their strongest and ultimate argument is neither legal nor economic reasoning but an emotional plea: being a good fan means coloring within the lines laid out by the initial creator, putting one’s toys back exactly as one found them, and never ever getting creative or transformative with them. Many fan fiction writers respect these wishes and do not write in book fandoms where the authors have expressed their desires clearly. Sometimes entire archives respect an author’s desires: fanfiction.net, the largest repository of fic online, removed all stories based on Rice’s work and does not allow any new ones to be posted. However, fandom is a heterogeneous culture with no centralised authority, and it is not difficult to find fic based on Rice’s characters and settings if one knows where to look. Most of these debates are restricted to book fandoms, likely for two reasons: (1) film and TV fan fiction alters the medium, so that there is no possibility that the two works might be mistaken for one another; and (2) film and TV authorship tends to be collaborative and thus lowers the individual sense of ownership (Mann, Sellors). How Fannish Remixes Are like Fan Fiction Most fan fiction writers strongly dismiss accusations of plagiarism and theft, two accusations that all too easily are raised against fan fiction and yet, as we have shown, such accusations actually misdefine terms. Fans extensively debate the artistic values of fan fiction, often drawing from classical literary discussions and examples. Clearly echoing Wilde’s creed that “there is no such thing as a moral or immoral book,” Kalichan, for example, argues in one LJ conversation that “whenever I hear about writers asserting that other writing is immoral, I become violently ill. Aside from this, morality & legality are far from necessarily connected. Lots of things are immoral and legal, illegal and moral and so on, in every permutation imaginable, so let’s just not confuse the two, shall we” (Kalichan LJ, 3 May 2010). Aja Romano concludes an epic list of remixed works ranging from the Aeneid to The Wind Done Gone, from All’s Well That Ends Well to Wicked with a passionate appeal to authors objecting to fan fiction: the story is not defined by the barriers you place around it. The moment you gave it to us, those walls broke. You may hate the fact people are imagining more to your story than what you put there. But if I were you, I’d be grateful that I got the chance to create a story that has a culture around it, a story that people want to keep talking about, reworking, remixing, living in, fantasizing about, thinking about, writing about. (Bookshop LJ, 3 May 2010)Many fan writers view their own remixes as part of a larger cultural movement that appropriates found objects and culturally relevant materials to create new things, much like larger twentieth century movements that include Dada and Pop Art, as well as feminist and postcolonial challenges to the literary canon. Finally, fan fiction partakes in 21st century ideas of social anarchy to create a cultural creative commons of openly shared ideas. Fan Cupidsbow describes strong parallels and cross-connection between all sorts of different movements, from Warhol to opensource, DeviantArt to AMV, fanfiction to mashups, sampling to critique and review. All these things are about how people are interacting with technology every day, and not just digital technology, but pens and paper and clothes and food fusions and everything else. (Cupidsbow LJ, 20 May 2009) Legally, of course, these reuses of collectively shared materials are often treated quite differently, which is why fan fiction advocates often maintain that all remixes be treated equally—regardless of whether their source text is film, TV, literature, or fan fiction. The Archive of Our Own, a project of the Organization for Transformative Works, for example, does not distinguish in its Content and Abuse Policy section between commercial and fan works in regard to plagiarism and copyright. Returning to the initial case of the Stargate Atlantis Mission Report Challenge, we can thus see how the moderator clearly positions herself within a framework that considers all remixes equally remixable. Even after changing the guidelines to require permission for the remixing of existing fan stories, moderator Cesperanza notes that she “remain[s] philosophically committed to the idea that people have the right to make art based on other art provided that due credit is given the original artist” (sga_flashfic LJ, 21 Aug. 2006). Indeed, other fans agree with her position in the ensuing discussions, drawing attention to the hypocrisy of demanding different rules for what appears to be the exact same actions: “So explain to me how you can defend fanfiction as legitimate derivative work if it’s based on one type of source material (professional writing or TV shows), yet decry it as ‘stealing’ and plagiarism if it’s based on another type of source material (fanfiction)” (Marythefan LJ, 21 Aug. 2006). Many fans assert that all remixes should be tolerated by the creators of their respective source texts—be they pro or fan. Fans expect Rowling to be accepting of Harry Potter’s underage romance with a nice and insecure Severus Snape, and they expect Matthew Weiner to be accepting of stories that kill off Don Draper and have his (ex)wives join a commune together. So fans should equally accept fan fiction that presents the grand love of Rodney McKay and John Sheppard, the most popular non-canonical fan fiction pairing on Stargate Atlantis, to be transformed into an abusive and manipulative relationship or rewritten with one of them dying tragically. Lydiabell, for example, argues that “there’s [no]thing wrong with creating a piece of art that uses elements of another work to create something new, always assuming that proper credit is given to the original... even if your interpretation is at odds with everything the original artist wanted to convey” (Lydiabell LJ, 22 Aug. 2006). Transforming works can often move them into territory that is critical of the source text, mocks the source text, rearranges relationships, and alters characterisations. It is here that we reach the central issue of this article: many fans indeed do view intrafandom interactions as fundamentally different to their interactions with professional authors or commercial entertainment companies. While everyone agrees that there are no legal, economic, or even ultimately moral arguments to be made against remixing fan fiction (because any such argument would nullify the fan’s right to create their fan fiction in the first place), the discourses against open remixing tend to revolve around community norms, politeness, and respect. How Fannish Remixes Are Not like Fan Fiction At the heart of the debate lie issues of community norms: taking another fan’s stories as the basis for one’s own fiction is regarded as a violation of manners, at least the way certain sections of the community define them. This, in fact, is not unlike the way many fan academics engage with fandom research. While it may be perfectly legal to directly cite fans’ blog posts, and while it may even be in compliance with institutional ethical research requirements (such as Internal Review Boards at U.S. universities), the academic fan writing about her own community may indeed choose to take extra precautions to protect herself and that community. As Kristina Busse and Karen Hellekson have argued, fan studies often exists at the intersection of language and social studies, and thus written text may simultaneously be treated as artistic works and as utterances by human subjects (“Identity”). In this essay (and elsewhere), we thus limit direct linking into fannish spaces, instead giving site, date, and author, and we have consent from all fans we cite in this essay. The community of fans who write fic in a particular fandom is relatively small, and most of them are familiar with each other, or can trace a connection via one or two degrees of separation only. While writing fan fiction about Harry Potter may influence the way you and your particular circle of friends interpret the novels, it is unlikely to affect the overall reception of the work. During the remix debate, fan no_pseud articulates the differing power dynamic: When someone bases fanfic on another piece of fanfic, the balance of power in the relationship between the two things is completely different to the relationship between a piece of fanfic and the canon source. The two stories have exactly equal authority, exactly equal validity, exactly equal ‘reality’ in fandom. (nopseud LJ, 21 Aug. 2006) Within fandom, there are few stories that have the kind of reach that professional fiction does, and it is just as likely that a fan will come across an unauthorised remix of a piece of fan fiction as the original piece itself. In that way, the reception of fan fiction is more fragile, and fans are justifiably anxious about it. In a recent conversation about proper etiquette within Glee fandom, fan writer flaming_muse articulates her reasons for expecting different behavior from fandom writers who borrow ideas from each other: But there’s a huge difference between fanfic of media and fanfic of other fanfic authors. Part of it is a question of the relationship of the author to the source material … but part of it is just about not hurting or diminishing the other creative people around you. We aren’t hurting Glee by writing fic in their ‘verse; we are hurting other people if we write fanfic of fanfic. We’re taking away what’s special about their particular stories and all of the work they put into them. (Stoney321 LJ, 12 Feb. 2012)Flaming_muse brings together several concepts but underlying all is a sense of community. Thus she equates remixing within the community without permission as a violation of fannish etiquette. The sense of community also plays a role in another reason given by fans who prefer permission, which is the actual ease of getting it. Many fandoms are fairly small communities, which makes it more possible to ask for permission before doing a translation, adaptation, or other kind of rewrite of another person’s fic. Often a fan may have already given feedback to the story or shared some form of conversation with the writer, so that requesting permission seems fairly innocuous. Moreover, fandom is a community based on the economy of gifting and sharing (Hellekson), so that etiquette becomes that much more important. Unlike pro authors who are financially reimbursed for their works, feedback is effectively a fan writer’s only payment. Getting comments, kudos, or recommendations for their stories are ways in which readers reward and thank the writers for their work. Many fans feel that a gift economy functions only through the goodwill of all its participants, which remixing without permission violates. How Fan Writing May Differ From Pro Writing Fans have a different emotional investment in their creations, only partially connected to writing solely for love (as opposed to professional writers who may write for love but also write for their livelihood in the best-case scenarios). One fan, who writes both pro and fan fiction, describes her more distanced emotional involvement with her professional writing as follows, When I’m writing for money, I limit my emotional investment in the material I produce. Ultimately what I am producing does not belong to me. Someone else is buying it and I am serving their needs, not my own. (St_Crispins LJ, 27 Aug. 2006)The sense of writing for oneself as part of a community also comes through in a comment by pro and fan writer Matociquala, who describes the specificity and often quite limited audience of fan fiction as follows: Fanfiction is written in the expectation of being enjoyed in an open membership but tight-knit community, and the writer has an expectation of being included in the enjoyment and discussion. It is the difference, in other words, between throwing a fair on the high road, and a party in a back yard. Sure, you might be able to see what’s going on from the street, but you’re expected not to stare. (Matociquala LJ, 18 May 2006)What we find important here is the way both writers seem to suggest that fan fiction allows for a greater intimacy and immediacy on the whole. So while not all writers write to fulfill (their own or other’s) emotional and narrative desires, this seems to be more acceptable in fan fiction. Intimacy, i.e., the emotional and, often sexual, openness and vulnerability readers and writers exhibit in the stories and surrounding interaction, can thus constitute a central aspect for readers and writers alike. Again, none of these aspects are particular to fan fiction alone, but, unlike in much other writing, they are such a central component that the stories divorced from their context—textual, social, and emotional—may not be fully comprehensible. In a discussion several years ago, Ellen Fremedon coined the term Id Vortex, by which she refers to that very tailored and customised writing that caters to the writers’ and/or readers’ kinks, that creates stories that not only move us emotionally because we already care about the characters but also because it uses tropes, characterisations, and scenes that appeal very viscerally: In fandom, we’ve all got this agreement to just suspend shame. I mean, a lot of what we write is masturbation material, and we all know it, and so we can’t really pretend that we’re only trying to write for our readers’ most rarefied sensibilities, you know? We all know right where the Id Vortex is, and we have this agreement to approach it with caution, but without any shame at all. (Ellen Fremedon LJ, 2 Dec. 2004)Writing stories for a particular sexual kink may be the most obvious way fans tailor stories to their own (or others’) desires, but in general, fan stories often seem to be more immediate, more intimate, more revealing than most published writing. This attachment is only strengthened by fans’ immense emotional attachment to the characters, as they may spend years if not decades rewatching their show, discussing all its details, and reading and writing stories upon stories. From Community to Commons These norms and mores continue to evolve as fannish activity becomes more and more visible to the mainstream, and new generations of fans enter fandom within a culture where media is increasingly spreadable across social networks and all fannish activity is collectively described and recognised as “fandom” (Jenkins, Ford, and Green). The default mode of the mainstream often treats “found” material as disseminable, and interfaces encourage such engagement by inviting users to “share” on their collection of social networks. As a result, many new fans see remixing as not only part of their fannish right, but engage in their activity on platforms that make sharing with or without attribution both increasingly easy and normative. Tumblr is the most recent and obvious example of a platform in which reblogging other users’ posts, with or without commentary, is the normative mode. Instead of (or in addition to) uploading one’s story to an archive, a fan writer might post it on Tumblr and consider reblogs as another form of feedback. In fact, our case study and its associated differentiation of legal, moral, and artistic justifications for and against remixing fan works, may indeed be an historical artifact in its own right: media fandom as a small and well-defined community of fans with a common interest and a shared history is the exception rather than the norm in today’s fan culture. When access to stories and other fans required personal initiation, it was easy to teach and enforce a community ethos. Now, however, fan fiction tops Google searches for strings that include both Harry and Draco or Spock and Uhura, and fan art is readily reblogged by sites for shows ranging from MTV’s Teen Wolf to NBC’s Hannibal. Our essay thus must be understood as a brief glimpse into the internal debates of media fans at a particular historical juncture: showcasing not only the clear separation media fan writers make between professional and fan works, but also the strong ethos that online communities can hold and defend—if only for a little while. References Boyle, James. The Public Domain: Enclosing the Commons of the Mind. Ithaca: Yale University Press, 2008. Busker, Rebecca Lucy. “On Symposia: LiveJournal and the Shape of Fannish Discourse.” Transformative Works and Cultures 1 (2008). http://journal.transformativeworks.org/index.php/twc/article/view/49. Busse, Kristina, and Karen Hellekson. “Work in Progress.” In Karen Hellekson and Kristina Busse, eds., Fan Fiction and Fan Communities in the Age of the Internet: New Essays. Jefferson, N.C.: McFarland, 2006. 5–40. Busse, Kristina, and Karen Hellekson. “Identity, Ethics, and Fan Privacy.” In Katherine Larsen and Lynn Zubernis, eds., Fan Culture: Theory/Practice. Newcastle upon Tyne: Cambridge Scholars Publishing, 2012. 38-56. Chander, Anupam, and Madhavi Sunder. “Everyone’s a Superhero: A Cultural Theory of ‘Mary Sue’ Fan Fiction as Fair Use.” California Law Review 95 (2007): 597-626. Coppa, Francesca. “A Brief History of Media Fandom.” In Karen Hellekson and Kristina Busse, eds., Fan Fiction and Fan Communities in the Age of the Internet: New Essays. Jefferson, N.C.: McFarland, 2006. 41–59. Fiesler, Casey. “Everything I Need to Know I Learned from Fandom: How Existing Social Norms Can Help Shape the Next Generation of User-Generated Content.” Vanderbilt Journal of Entertainment and Technology Law 10 (2008): 729-62. Gabaldon, Diana. “Fan Fiction and Moral Conundrums.” Voyages of the Artemis. Blog. 3 May 2010. 7 May 2010 http://voyagesoftheartemis.blogspot.com/2010/05/fan-fiction-and-moral-conundrums.html. Hellekson, Karen. “A Fannish Field of Value: Online Fan Gift Culture.” Cinema Journal 48.4 (2009): 113–18. Hobbs, Robin. “The Fan Fiction Rant.” Robin Hobb’s Home. 2005. 14 May 2006 http://www.robinhobb.com/rant.html. Jenkins, Henry, Sam Ford, and Joshua Green. Spreadable Media: Creating Value and Meaning in a Networked Culture. New York: New York University Press, 2013. Katyal, Sonia. “Performance, Property, and the Slashing of Gender in Fan Fiction.” Journal of Gender, Social Policy, and the Law 14 (2006): 463-518. Lessig, Lawrence. Remix: Making Art and Commerce Thrive in a Hybrid Economy. New York: Penguin, 2008. Mann, Denise. “It’s Not TV, It’s Brand Management.” In Vicki Mayer, Miranda Banks, and John Thornton Caldwell, eds., Production Studies: Cultural Studies of Media Industries. New York: Routledge, 2009. 99-114. Martin, George R.R. “Someone is Angry on the Internet.” LiveJournal. 7 May 2010. 15 May 2013. http://grrm.livejournal.com/151914.html. McCardle, Meredith. “Fandom, Fan Fiction and Fanfare: What’s All the Fuss?” Boston University Journal of Science and Technology Law 9 (2003): 443-68. Rice, Anne. “Important Message From Anne on ‘Fan Fiction’.” n.d. 15 May 2013. http://www.annerice.com/readerinteraction-messagestofans.html. Scott, Suzanne. “Repackaging Fan Culture: The Regifting Economy of Ancillary Content Models.” Transformative Works and Cultures 3 (2009). http://dx.doi.org/10.3983/twc.2009.0150. Sellors, C. Paul. Film Authorship: Auteurs and Other Myths. London: Wallflower, 2010. Tushnet, Rebecca. “Copyright Law, Fan Practices, and the Rights of the Author.” In Jonathan Gray, Cornel Sandvoss, and C. Lee Harrington, eds., Fandom: Identities and Communities in a Mediated World. New York: New York University Press, 2007. 60-71.

In a media saturated world, doodles have recently received the kind of attention usually reserved for coverage of racy extra marital affairs, corrupt governance, and product malfunction. Former British Prime Minister Blair’s private doodling at a World Economic Forum meeting in 2005 raised suspicions that he, according to one keen graphologist, struggled “to maintain control in a confusing world," which infers he was attempting to cohere a scattershot, fragmentary series of events (Spiegel). However, placid-faced Microsoft CEO Bill Gates, who sat nearby, actually scrawled the doodles. In this case, perhaps the scrawls mimicked the ambience in the room: Gates might have been ‘tuning’–registering the ‘white noise’ of the participants, letting his unconscious dictate doodles as a way to cope with the dissonance trekking in with the officialspeak. The doodles may have documented and registered the space between words, acting like deposits from his gestalt.Sometimes the most intriguing doodles co-exist with printed texts. This includes common vernacular graffiti that lines public and private books and magazines. Such graffiti exposes tensions in the role of readers as well as horror vacui: a fear of unused, empty space. Yet, school children fingering fresh pages and stiff book spines for the first few times often consider their book pages as sanctioned, discreet, and inviolable. The book is an object of financial and cultural investment, or imbued both with mystique and ideologies. Yet, in the e-book era, the old-fashioned, physical page is a relic of sorts, a holdover from coarse papyrus culled from wetland sage, linking us to the First Dynasty in Egypt. Some might consider the page as a vessel for typography, a mere framing device for text. The margins may reflect a perimeter of nothingness, an invisible borderland that doodles render visible by inhabiting them. Perhaps the margins are a bare landscape, like unmarred flat sand in a black and white panchromatic photo with unique tonal signature and distinct grain. Perhaps the margins are a mute locality, a space where words have evaporated, or a yet-to-be-explored environment, or an ambient field. Then comes the doodle, an icon of vernacular art.As a modern folklorist, I have studied and explored vernacular art at length, especially forms that may challenge and fissure aesthetic, cultural, and social mores, even within my own field. For instance, I contend that Grandma Prisbrey’s “Bottle Village,” featuring millions of artfully arranged pencils, bottles, and dolls culled from dumps in Southern California, is a syncretic culturescape with underlying feminist symbolism, not merely the product of trauma and hoarding (Ensminger). Recently, I flew to Oregon to deliver a paper on Mexican-American gravesite traditions. In a quest for increased multicultural tolerance, I argued that inexpensive dimestore objects left on Catholic immigrant graves do not represent a messy landscape of trinkets but unique spiritual environments with links to customs 3,000 years old. For me, doodles represent a variation on graffiti-style art with cultural antecedents stretching back throughout history, ranging from ancient scrawls on Greek ruins to contemporary park benches (with chiseled names, dates, and symbols), public bathroom latrinalia, and spray can aerosol art, including ‘bombing’ and ‘tagging’ hailed as “Spectacular Vernaculars” by Russell Potter (1995). Noted folklorist Alan Dundes mused on the meaning of latrinalia in Here I Sit – A Study of American Latrinalia (1966), which has inspired pop culture books and web pages for the preservation and discussion of such art (see for instance, www.itsallinthehead.com/gallery1.html). Older texts such as Classic American Graffiti by Allen Walker Read (1935), originally intended for “students of linguistics, folk-lore, abnormal psychology,” reveal the field’s longstanding interest in marginal, crude, and profane graffiti.Yet, to my knowledge, a monograph on doodles has yet to be published by a folklorist, perhaps because the art form is reconsidered too idiosyncratic, too private, the difference between jots and doodles too blurry for a taxonomy and not the domain of identifiable folk groups. In addition, the doodles in texts often remain hidden until single readers encounter them. No broad public interaction is likely, unless a library text circulates freely, which may not occur after doodles are discovered. In essence, the books become tainted, infected goods. Whereas latrinalia speaks openly and irreverently, doodles feature a different scale and audience.Doodles in texts may represent a kind of speaking from the ‘margin’s margins,’ revealing the reader-cum-writer’s idiosyncratic, self-meaningful, and stylised hieroglyphics from the ambient margins of one’s consciousness set forth in the ambient margins of the page. The original page itself is an ambient territory that allows the meaning of the text to take effect. When those liminal spaces (both between and betwixt, in which the rules of page format, design, style, and typography are abandoned) are altered by the presence of doodles, the formerly blank, surplus, and soft spaces of the page offer messages coterminous with the text, often allowing readers to speak, however haphazardly and unconsciously, with and against the triggering text. The bleached whiteness can become a crowded milieu in the hands of a reader re-scripting the ambient territory. If the book is borrowed, then the margins are also an intimate negotiation with shared or public space. The cryptic residue of the doodler now resides, waiting, for the city of eyes.Throughout history, both admired artists and Presidents regularly doodled. Famed Italian Renaissance painter Filippo Lippi avoided strenuous studying by doodling in his books (Van Cleave 44). Both sides of the American political spectrum have produced plentiful inky depictions as well: roughshod Democratic President Johnson drew flags and pagodas; former Hollywood fantasy fulfiller turned politician Republican President Reagan’s specialty was western themes, recalling tropes both from his actor period and his duration acting as President; meanwhile, former law student turned current President, Barack Obama, has sketched members of Congress and the Senate for charity auctions. These doodles are rich fodder for both psychologists and cross-discipline analysts that propose theories regarding the automatic writing and self-styled miniature pictures of civic leaders. Doodles allow graphologists to navigate and determine the internal, cognitive fabric of the maker. To critics, they exist as mere trifles and offer nothing more than an iota of insight; doodles are not uncanny offerings from the recesses of memory, like bite-sized Rorschach tests, but simply sloppy scrawls of the bored.Ambient music theory may shed some light. Timothy Morton argues that Brian Eno designed to make music that evoked “space whose quality had become minimally significant” and “deconstruct the opposition … between figure and ground.” In fact, doodles may yield the same attributes as well. After a doodle is inserted into texts, the typography loses its primacy. There is a merging of the horizons. The text of the author can conflate with the text of the reader in an uneasy dance of meaning: the page becomes an interface revealing a landscape of signs and symbols with multiple intelligences–one manufactured and condoned, the other vernacular and unsanctioned. A fixed end or beginning between the two no longer exists. The ambient space allows potential energies to hover at the edge, ready to illustrate a tension zone and occupy the page. The blank spaces keep inviting responses. An emergent discourse is always in waiting, always threatening to overspill the text’s intended meaning. In fact, the doodles may carry more weight than the intended text: the hierarchy between authorship and readership may topple.Resistant reading may take shape during these bouts. The doodle is an invasion and signals the geography of disruption, even when innocuous. It is a leveling tool. As doodlers place it alongside official discourse, they move away from positions of passivity, being mere consumers, and claim their own autonomy and agency. The space becomes co-determinant as boundaries are blurred. The destiny of the original text’s meaning is deferred. The habitus of the reader becomes embodied in the scrawl, and the next reader must negotiate and navigate the cultural capital of this new author. As such, the doodle constitutes an alternative authority and economy of meaning within the text.Recent studies indicate doodling, often regarded as behavior that announces a person’s boredom and withdrawal, is actually a very special tool to prevent memory loss. Jackie Andrade, an expert from the School of Psychology at the University of Plymouth, maintains that doodling actually “offsets the effects of selective memory blockade,” which yields a surprising result (quoted in “Doodling Gets”). Doodlers exhibit 29% more memory recall than those who passively listen, frozen in an unequal bond with the speaker/lecturer. Students that doodle actually retain more information and are likely more productive due to their active listening. They adeptly absorb information while students who stare patiently or daydream falter.Furthermore, in a 2006 paper, Andrew Kear argues that “doodling is a way in which students, consciously or not, stake a claim of personal agency and challenge some the values inherent in the education system” (2). As a teacher concerned with the engagement of students, he asked for three classes to submit their doodles. Letting them submit any two-dimensional graphic or text made during a class (even if made from body fluid), he soon discovered examples of “acts of resistance” in “student-initiated effort[s] to carve out a sense of place within the educational institution” (6). Not simply an ennui-prone teenager or a proto-surrealist trying to render some automatic writing from the fringes of cognition, a student doodling may represent contested space both in terms of the page itself and the ambience of the environment. The doodle indicates tension, and according to Kear, reflects students reclaiming “their own self-recognized voice” (6).In a widely referenced 1966 article (known as the “doodle” article) intended to describe the paragraph organisational styles of different cultures, Robert Kaplan used five doodles to investigate a writer’s thought patterns, which are rooted in cultural values. Now considered rather problematic by some critics after being adopted by educators for teacher-training materials, Kaplan’s doodles-as-models suggest, “English speakers develop their ideas in a linear, hierarchal fashion and ‘Orientals’ in a non-liner, spiral fashion…” (Severino 45). In turn, when used as pedagogical tools, these graphics, intentionally or not, may lead an “ethnocentric, assimilationist stance” (45). In this case, doodles likely shape the discourse of English as Second Language instruction. Doodles also represent a unique kind of “finger trace,” not unlike prints from the tips of a person’s fingers and snowflakes. Such symbol systems might be used for “a means of lightweight authentication,” according to Christopher Varenhorst of MIT (1). Doodles, he posits, can be used as “passdoodles"–a means by which a program can “quickly identify users.” They are singular expressions that are quirky and hard to duplicate; thus, doodles could serve as substitute methods of verifying people who desire devices that can safeguard their privacy without users having to rely on an ever-increasing number of passwords. Doodles may represent one such key. For many years, psychologists and psychiatrists have used doodles as therapeutic tools in their treatment of children that have endured hardship, ailments, and assault. They may indicate conditions, explain various symptoms and pathologies, and reveal patterns that otherwise may go unnoticed. For instance, doodles may “reflect a specific physical illness and point to family stress, accidents, difficult sibling relationships, and trauma” (Lowe 307). Lowe reports that children who create a doodle featuring their own caricature on the far side of the page, distant from an image of parent figures on the same page, may be experiencing detachment, while the portrayal of a father figure with “jagged teeth” may indicate a menace. What may be difficult to investigate in a doctor’s office conversation or clinical overview may, in fact, be gleaned from “the evaluation of a child’s spontaneous doodle” (307). So, if children are suffering physically or psychologically and unable to express themselves in a fully conscious and articulate way, doodles may reveal their “self-concept” and how they feel about their bodies; therefore, such creative and descriptive inroads are important diagnostic tools (307). Austrian born researcher Erich Guttman and his cohort Walter MacLay both pioneered art therapy in England during the mid-twentieth century. They posited doodles might offer some insight into the condition of schizophrenics. Guttman was intrigued by both the paintings associated with the Surrealist movement and the pioneering, much-debated work of Sigmund Freud too. Although Guttman mostly studied professionally trained artists who suffered from delusions and other conditions, he also collected a variety of art from patients, including those undergoing mescaline therapy, which alters a person’s consciousness. In a stroke of luck, they were able to convince a newspaper editor at the Evening Standard to provide them over 9,000 doodles that were provided by readers for a contest, each coded with the person’s name, age, and occupation. This invaluable data let the academicians compare the work of those hospitalised with the larger population. Their results, released in 1938, contain several key declarations and remain significant contributions to the field. Subsequently, Francis Reitman recounted them in his own book Psychotic Art: Doodles “release the censor of the conscious mind,” allowing a person to “relax, which to creative people was indispensable to production.”No appropriate descriptive terminology could be agreed upon.“Doodles are not communications,” for the meaning is only apparent when analysed individually.Doodles are “self-meaningful.” (37) Doodles, the authors also established, could be divided into this taxonomy: “stereotypy, ornamental details, movements, figures, faces and animals” or those “depicting scenes, medley, and mixtures” (37). The authors also noted that practitioners from the Jungian school of psychology often used “spontaneously produced drawings” that were quite “doodle-like in nature” in their own discussions (37). As a modern folklorist, I venture that doodles offer rich potential for our discipline as well. At this stage, I am offering a series of dictums, especially in regards to doodles that are commonly found adjacent to text in books and magazines, notebooks and journals, that may be expanded upon and investigated further. Doodles allow the reader to repopulate the text with ideogram-like expressions that are highly personalised, even inscrutable, like ambient sounds.Doodles re-purpose the text. The text no longer is unidirectional. The text becomes a point of convergence between writer and reader. The doodling allows for such a conversation, bilateral flow, or “talking back” to the text.Doodles reveal a secret language–informal codes that hearken back to the “lively, spontaneous, and charged with feeling” works of child art or naïve art that Victor Sanua discusses as being replaced in a child’s later years by art that is “stilted, formal, and conforming” (62).Doodling animates blank margins, the dead space of the text adjacent to the script, making such places ripe for spontaneous, fertile, and exploratory markings.Doodling reveals a democratic, participatory ethos. No text is too sacred, no narrative too inviolable. Anything can be reworked by the intimate graffiti of the reader. The authority of the book is not fixed; readers negotiate and form a second intelligence imprinted over the top of the original text, blurring modes of power.Doodles reveal liminal moments. Since the reader in unmonitored, he or she can express thoughts that may be considered marginal or taboo by the next reader. The original subject of the book itself does not restrict the reader. Thus, within the margins of the page, a brief suspension of boundaries and borders, authority and power, occurs. The reader hides in anonymity, free to reroute the meaning of the book. Doodling may convey a reader’s infantalism. Every book can become a picture book. This art can be the route returning a reader to the ambience of childhood.Doodling may constitute Illuminated/Painted Texts in reverse, commemorating the significance of the object in hitherto unexpected forms and revealing the reader’s codex. William Blake adorned his own poems by illuminating the skin/page that held his living verse; common readers may do so too, in naïve, nomadic, and primitive forms. Doodling demarcates tension zones, yielding social-historical insights into eras while offering psychological glimpses and displaying aesthetic values of readers-cum-writers.Doodling reveals margins as inter-zones, replete with psychogeography. While the typography is sanctioned, legitimate, normalised, and official discourse (“chartered” and “manacled,” to hijack lines from William Blake), the margins are a vernacular depository, a terminus, allowing readers a sense of agency and autonomy. The doodled page becomes a visible reminder and signifier: all pages are potentially “contested” spaces. Whereas graffiti often allows a writer to hide anonymously in the light in a city besieged by multiple conflicting texts, doodles allow a reader-cum-writer’s imprint to live in the cocoon of a formerly fossilised text, waiting for the light. Upon being opened, the book, now a chimera, truly breathes. Further exploration and analysis should likely consider several issues. What truly constitutes and shapes the role of agent and reader? Is the reader an agent all the time, or only when offering resistant readings through doodles? How is a doodler’s agency mediated by the author or the format of texts in forms that I have to map? Lastly, if, as I have argued, the ambient space allows potential energies to hover at the edge, ready to illustrate a tension zone and occupy the page, what occurs in the age of digital or e-books? Will these platforms signal an age of acquiescence to manufactured products or signal era of vernacular responses, somehow hitched to html code and PDF file infiltration? Will bytes totally replace type soon in the future, shaping unforeseen actions by doodlers? Attached Figures Figure One presents the intimate graffiti of my grandfather, found in the 1907 edition of his McGuffey’s Eclectic Spelling Book. The depiction is simple, even crude, revealing a figure found on the adjacent page to Lesson 248, “Of Characters Used in Punctuation,” which lists the perfunctory functions of commas, semicolons, periods, and so forth. This doodle may offset the routine, rote, and rather humdrum memorisation of such grammatical tools. The smiling figure may embody and signify joy on an otherwise machine-made bare page, a space where my grandfather illustrated his desires (to lighten a mood, to ease dissatisfaction?). Historians Joe Austin and Michael Willard examine how youth have been historically left without legitimate spaces in which to live out their autonomy outside of adult surveillance. For instance, graffiti often found on walls and trains may reflect a sad reality: young people are pushed to appropriate “nomadic, temporary, abandoned, illegal, or otherwise unwatched spaces within the landscape” (14). Indeed, book graffiti, like the graffiti found on surfaces throughout cities, may offer youth a sense of appropriation, authorship, agency, and autonomy: they take the page of the book, commit their writing or illustration to the page, discover some freedom, and feel temporarily independent even while they are young and disempowered. Figure Two depicts the doodles of experimental filmmaker Jim Fetterley (Animal Charm productions) during his tenure as a student at the Art Institute of Chicago in the early 1990s. His two doodles flank the text of “Lady Lazarus” by Sylvia Plath, regarded by most readers as an autobiographical poem that addresses her own suicide attempts. The story of Lazarus is grounded in the Biblical story of John Lazarus of Bethany, who was resurrected from the dead. The poem also alludes to the Holocaust (“Nazi Lampshades”), the folklore surrounding cats (“And like the cat I have nine times to die”), and impending omens of death (“eye pits “ … “sour breath”). The lower doodle seems to signify a motorised tank-like machine, replete with a furnace or engine compartment on top that bellows smoke. Such ominous images, saturated with potential cartoon-like violence, may link to the World War II references in the poem. Meanwhile, the upper doodle seems to be curiously insect-like, and Fetterley’s name can be found within the illustration, just like Plath’s poem is self-reflexive and addresses her own plight. Most viewers might find the image a bit more lighthearted than the poem, a caricature of something biomorphic and surreal, but not very lethal. Again, perhaps this is a counter-message to the weight of the poem, a way to balance the mood and tone, or it may well represent the larval-like apparition that haunts the very thoughts of Plath in the poem: the impending disease of her mind, as understood by the wary reader. References Austin, Joe, and Michael Willard. “Introduction: Angels of History, Demons of Culture.” Eds. Joe Austion and Michael Willard. Generations of Youth: Youth Cultures and History in Twentieth-Century America. New York: NYU Press, 1998. “Doodling Gets Its Due: Those Tiny Artworks May Aid Memory.” World Science 2 March 2009. 15 Jan. 2009 ‹http://www.world-science.net/othernews/090302_doodle›. Dundes, Alan. “Here I Sit – A Study of American Latrinalia.” Papers of the Kroeber Anthropological Society 34: 91-105. Ensminger, David. “All Bottle Up: Reinterpreting the Culturescape of Grandma Prisbey.” Adironack Review 9.3 (Fall 2008). ‹http://adirondackreview.homestead.com/ensminger2.html›. Kear, Andrew. “Drawings in the Margins: Doodling in Class an Act of Reclamation.” Graduate Student Conference. University of Toronto, 2006. ‹http://gradstudentconference.oise.utoronto.ca/documents/185/Drawing%20in%20the%20Margins.doc›. Lowe, Sheila R. The Complete Idiot’s Guide to Handwriting Analysis. New York: Alpha Books, 1999. Morton, Timothy. “‘Twinkle, Twinkle Little Star’ as an Ambient Poem; a Study of Dialectical Image; with Some Remarks on Coleridge and Wordsworth.” Romantic Circles Praxis Series (2001). 6 Jan. 2009 ‹http://www.rc.umd.edu/praxis/ecology/morton/morton.html›. Potter, Russell A. Spectacular Vernaculars: Hip Hop and the Politics of Postmodernism. Albany: State University of New York, 1995. Read, Allen Walker. Classic American Graffiti: Lexical Evidence from Folk Epigraphy in Western North America. Waukesha, Wisconsin: Maledicta Press, 1997. Reitman, Francis. Psychotic Art. London: Routledge, 1999. Sanua, Victor. “The World of Mystery and Wonder of the Schizophrenic Patient.” International Journal of Social Psychiatry 8 (1961): 62-65. Severino, Carol. “The ‘Doodles’ in Context: Qualifying Claims about Contrastive Rhetoric.” The Writing Center Journal 14.1 (Fall 1993): 44-62. Van Cleave, Claire. Master Drawings of the Italian Rennaissance. Cambridge, Mass.: Harvard UP, 2007. Varenhost, Christopher. Passdoodles: A Lightweight Authentication Method. Research Science Institute. Cambridge, Mass.: Massachusetts Institute of Technology, 2004.

The Digital TurnMuch of the 19th century disappeared from public view during the 20th century. Historians recovered what they could from archives and libraries, with the easy pickings-the famous and the fortunate-coming first. Latterly, social and political historians of different hues determinedly sought out the more hidden, forgotten, and marginalised. However, there were always limitations to resources-time, money, location, as well as purpose, opportunity, and permission. 'History' was principally a professionalised and privileged activity dominated by academics who had preferential access to, and significant control over, the resources, technologies and skills required, as well as the social, economic and cultural framework within which history was recovered, interpreted, approved and disseminated.Digitisation and the broader development of new communication technologies has, however, transformed historical research processes and practice dramatically, removing many constraints, opening up many opportunities, and allowing many others than the professional historian to trace and track what would have remained hidden, forgotten, or difficult to find, as well as verify (or otherwise), what has already been claimed and concluded. In the 21st century, the SEARCH button has become a dominant tool of research. This, along with other technological and media developments, has altered the practice of historians-professional or 'public'-who can now range deep and wide in the collection, portrayal and dissemination of historical information, in and out of the confines of the traditional institutional walls of retained information, academia, location, and national boundaries.This incorporation of digital technologies into academic historical practice generally, has raised, as Cohen and Rosenzweig, in their book Digital History, identified a decade ago, not just promises, but perils. For the historian, there has been the move, through digitisation, from the relative scarcity and inaccessibility of historical material to its (over) abundance, but also the emerging acceptance that, out of both necessity and preference, a hybridity of sources will be the foreseeable way forward. There has also been a significant shift, as De Groot notes in his book Consuming History, in the often conflicted relationship between popular/public history and academic history, and the professional and the 'amateur' historian. This has brought a potentially beneficial democratization of historical practice but also an associated set of concerns around the loss of control of both practice and product of the professional historian. Additionally, the development of digital tools for the collection and dissemination of 'history' has raised fears around the commercialised development of the subject's brand, products and commodities. This article considers the significance and implications of some of these changes through one protracted act of recovery and reclamation in which the digital made the difference: the life of a notorious 19th century professional agitator on both sides of the Atlantic, John De Morgan. A man thought lost, but now found."Who Is John De Morgan?" The search began in 1981, linked to the study of contemporary "race riots" in South East London. The initial purpose was to determine whether there was a history of rioting in the area. In the Local History Library, a calm and dusty backwater, an early find was a fading, but evocative and puzzling, photograph of "The Plumstead Common Riots" of 1876. It showed a group of men and women, posing for the photographer on a hillside-the technology required stillness, even in the middle of a riot-spades in hand, filling in a Mr. Jacob's sandpits, illegally dug from what was supposed to be common land. The leader of this, and other similar riots around England, was John De Morgan. A local journalist who covered the riots commented: "Of Mr. De Morgan little is known before or since the period in which he flashed meteorlike through our section of the atmosphere, but he was indisputably a remarkable man" (Vincent 588). Thus began a trek, much interrupted, sometimes unmapped and haphazard, to discover more about this 'remarkable man'. "Who is John De Morgan" was a question frequently asked by his many contemporary antagonists, and by subsequent historians, and one to which De Morgan deliberately gave few answers. The obvious place to start the search was the British Museum Reading Room, resplendent in its Victorian grandeur, the huge card catalogue still in the 1980s the dominating technology. Together with the Library's newspaper branch at Colindale, this was likely to be the repository of all that might then easily be known about De Morgan.From 1869, at the age of 21, it appeared that De Morgan had embarked on a life of radical politics that took him through the UK, made him notorious, lead to accusations of treasonable activities, sent him to jail twice, before he departed unexpectedly to the USA in 1880. During that period, he was involved with virtually every imaginable radical cause, at various times a temperance advocate, a spiritualist, a First Internationalist, a Republican, a Tichbornite, a Commoner, an anti-vaccinator, an advanced Liberal, a parliamentary candidate, a Home Ruler. As a radical, he, like many radicals of the period, "zigzagged nomadically through the mayhem of nineteenth century politics fighting various foes in the press, the clubs, the halls, the pulpit and on the street" (Kazin 202). He promoted himself as the "People's Advocate, Champion and Friend" (Allen). Never a joiner or follower, he established a variety of organizations, became a professional agitator and orator, and supported himself and his politics through lecturing and journalism. Able to attract huge crowds to "monster meetings", he achieved fame, or more correctly notoriety. And then, in 1880, broke and in despair, he disappeared from public view by emigrating to the USA.LostThe view of De Morgan as a "flashing meteor" was held by many in the 1870s. Historians of the 20th century took a similar position and, while considering him intriguing and culturally interesting, normally dispatched him to the footnotes. By the latter part of the 20th century, he was described as "one of the most notorious radicals of the 1870s yet remains a shadowy figure" and was generally dismissed as "a swashbuckling demagogue," a "democratic messiah," and" if not a bandit … at least an adventurer" (Allen 684). His politics were deemed to be reactionary, peripheral, and, worst of all, populist. He was certainly not of sufficient interest to pursue across the Atlantic. In this dismissal, he fell foul of the highly politicised professional culture of mid-to-late 20th-century academic historians. In particular, the lack of any significant direct linkage to the story of the rise of a working class, and specifically the British Labour party, left individuals like De Morgan in the margins and footnotes. However, in terms of historical practice, it was also the case that his mysterious entry into public life, his rapid rise to brief notability and notoriety, and his sudden disappearance, made the investigation of his career too technically difficult to be worthwhile.The footprints of the forgotten may occasionally turn up in the archived papers of the important, or in distant public archives and records, but the primary sources are the newspapers of the time. De Morgan was a regular, almost daily, visitor to the pages of the multitude of newspapers, local and national, that were published in Victorian Britain and Gilded Age USA. He also published his own, usually short-lived and sometimes eponymous, newspapers: De Morgan's Monthly and De Morgan's Weekly as well as the splendidly titled People's Advocate and National Vindicator of Right versus Wrong and the deceptively titled, highly radical, House and Home. He was highly mobile: he noted, without too much hyperbole, that in the 404 days between his English prison sentences in the mid-1870s, he had 465 meetings, travelled 32,000 miles, and addressed 500,000 people. Thus the newspapers of the time are littered with often detailed and vibrant accounts of his speeches, demonstrations, and riots.Nonetheless, the 20th-century technologies of access and retrieval continued to limit discovery. The white gloves, cradles, pencils and paper of the library or archive, sometimes supplemented by the century-old 'new' technology of the microfilm, all enveloped in a culture of hallowed (and pleasurable) silence, restricted the researcher looking to move into the lesser known and certainly the unknown. The fact that most of De Morgan's life was spent, it was thought, outside of England, and outside the purview of the British Library, only exacerbated the problem. At a time when a historian had to travel to the sources and then work directly on them, pencil in hand, it needed more than curiosity to keep searching. Even as many historians in the late part of the century shifted their centre of gravity from the known to the unknown and from the great to the ordinary, in any form of intellectual or resource cost-benefit analysis, De Morgan was a non-starter.UnknownOn the subject of his early life, De Morgan was tantalisingly and deliberately vague. In his speeches and newspapers, he often leaked his personal and emotional struggles as well as his political battles. However, when it came to his biographical story, he veered between the untruthful, the denial, and the obscure. To the twentieth century observer, his life began in 1869 at the age of 21 and ended at the age of 32. His various political campaign "biographies" gave some hints, but what little he did give away was often vague, coy and/or unlikely. His name was actually John Francis Morgan, but he never formally acknowledged it. He claimed, and was very proud, to be Irish and to have been educated in London and at Cambridge University (possible but untrue), and also to have been "for the first twenty years of his life directly or indirectly a railway servant," and to have been a "boy orator" from the age of ten (unlikely but true). He promised that "Some day-nay any day-that the public desire it, I am ready to tell the story of my strange life from earliest recollection to the present time" (St. Clair 4). He never did and the 20th century could unearth little evidence in relation to any of his claims.The blend of the vague, the unlikely and the unverifiable-combined with an inclination to self-glorification and hyperbole-surrounded De Morgan with an aura, for historians as well as contemporaries, of the self-seeking, untrustworthy charlatan with something to hide and little to say. Therefore, as the 20th century moved to closure, the search for John De Morgan did so as well. Though interesting, he gave most value in contextualising the lives of Victorian radicals more generally. He headed back to the footnotes.Now FoundMeanwhile, the technologies underpinning academic practice generally, and history specifically, had changed. The photocopier, personal computer, Internet, and mobile device, had arrived. They formed the basis for both resistance and revolution in academic practices. For a while, the analytical skills of the academic community were concentrated on the perils as much as the promises of a "digital history" (Cohen and Rosenzweig Digital).But as the Millennium turned, and the academic community itself spawned, inter alia, Google, the practical advantages of digitisation for history forced themselves on people. Google enabled the confident searching from a neutral place for things known and unknown; information moved to the user more easily in both time and space. The culture and technologies of gathering, retrieval, analysis, presentation and preservation altered dramatically and, as a result, the traditional powers of gatekeepers, institutions and professional historians was redistributed (De Groot). Access and abundance, arguably over-abundance, became the platform for the management of historical information. For the search for De Morgan, the door reopened. The increased global electronic access to extensive databases, catalogues, archives, and public records, as well as people who knew, or wanted to know, something, opened up opportunities that have been rapidly utilised and expanded over the last decade. Both professional and "amateur" historians moved into a space that made the previously difficult to know or unknowable now accessible.Inevitably, the development of digital newspaper archives was particularly crucial to seeking and finding John De Morgan. After some faulty starts in the early 2000s, characterised as a "wild west" and a "gold rush" (Fyfe 566), comprehensive digitised newspaper archives became available. While still not perfect, in terms of coverage and quality, it is a transforming technology. In the UK, the British Newspaper Archive (BNA)-in pursuit of the goal of the digitising of all UK newspapers-now has over 20 million pages. Each month presents some more of De Morgan. Similarly, in the US, Fulton History, a free newspaper archive run by retired computer engineer Tom Tryniski, now has nearly 40 million pages of New York newspapers. The almost daily footprints of De Morgan's radical life can now be seen, and the lives of the social networks within which he worked on both sides of the Atlantic, come easily into view even from a desk in New Zealand.The Internet also allows connections between researchers, both academic and 'public', bringing into reach resources not otherwise knowable: a Scottish genealogist with a mass of data on De Morgan's family; a Californian with the historian's pot of gold, a collection of over 200 letters received by De Morgan over a 50 year period; a Leeds Public Library blogger uncovering spectacular, but rarely seen, Victorian electoral cartoons which explain De Morgan's precipitate departure to the USA. These discoveries would not have happened without the infrastructure of the Internet, web site, blog, and e-mail. Just how different searching is can be seen in the following recent scenario, one of many now occurring. An addition in 2017 to the BNA shows a Master J.F. Morgan, aged 13, giving lectures on temperance in Ledbury in 1861, luckily a census year. A check of the census through Ancestry shows that Master Morgan was born in Lincolnshire in England, and a quick look at the 1851 census shows him living on an isolated blustery hill in Yorkshire in a railway encampment, along with 250 navvies, as his father, James, works on the construction of a tunnel. Suddenly, literally within the hour, the 20-year search for the childhood of John De Morgan, the supposedly Irish-born "gentleman who repudiated his class," has taken a significant turn.At the end of the 20th century, despite many efforts, John De Morgan was therefore a partial character bounded by what he said and didn't say, what others believed, and the intellectual and historiographical priorities, technologies, tools and processes of that century. In effect, he "lived" historically for a less than a quarter of his life. Without digitisation, much would have remained hidden; with it there has been, and will still be, much to find. De Morgan hid himself and the 20th century forgot him. But as the technologies have changed, and with it the structures of historical practice, the question that even De Morgan himself posed – "Who is John De Morgan?" – can now be addressed.SearchingDigitisation brings undoubted benefits, but its impact goes a long way beyond the improved search and detection capabilities, into a range of technological developments of communication and media that impact on practice, practitioners, institutions, and 'history' itself. A dominant issue for the academic community is the control of "history." De Groot, in his book Consuming History, considers how history now works in contemporary popular culture and, in particular, examines the development of the sometimes conflicted relationship between popular/public history and academic history, and the professional and the 'amateur' historian.The traditional legitimacy of professional historians has, many argue, been eroded by shifts in technology and access with the power of traditional cultural gatekeepers being undermined, bypassing the established control of institutions and professional historian. While most academics now embrace the primary tools of so-called "digital history," they remain, De Groot argues, worried that "history" is in danger of becoming part of a discourse of leisure, not a professionalized arena (18). An additional concern is the role of the global capitalist market, which is developing, or even taking over, 'history' as a brand, product and commodity with overt fiscal value. Here the huge impact of newspaper archives and genealogical software (sometimes owned in tandem) is of particular concern.There is also the new challenge of "navigating the chaos of abundance in online resources" (De Groot 68). By 2005, it had become clear that:the digital era seems likely to confront historians-who were more likely in the past to worry about the scarcity of surviving evidence from the past-with a new 'problem' of abundance. A much deeper and denser historical record, especially one in digital form seems like an incredible opportunity and a gift. But its overwhelming size means that we will have to spend a lot of time looking at this particular gift horse in mouth. (Cohen and Rosenzweig, Web).This easily accessible abundance imposes much higher standards of evidence on the historian. The acceptance within the traditional model that much could simply not be done or known with the resources available meant that there was a greater allowance for not knowing. But with a search button and public access, democratizing the process, the consumer as well as the producer can see, and find, for themselves.Taking on some of these challenges, Zaagsma, having reminded us that the history of digital humanities goes back at least 60 years, notes the need to get rid of the "myth that historical practice can be uncoupled from technological, and thus methodological developments, and that going digital is a choice, which, I cannot emphasis strongly enough, it is not" (14). There is no longer a digital history which is separate from history, and with digital technologies that are now ubiquitous and pervasive, historians have accepted or must quickly face a fundamental break with past practices. However, also noting that the great majority of archival material is not digitised and is unlikely to be so, Zaagsma concludes that hybridity will be the "new normal," combining "traditional/analogue and new/digital practices at least in information gathering" (17).ConclusionA decade on from Cohen and Rozenzweig's "Perils and Promises," the digital is a given. Both historical practice and historians have changed, though it is a work in progress. An early pioneer of the use of computers in the humanities, Robert Busa wrote in 1980 that "the principal aim is the enhancement of the quality, depth and extension of research and not merely the lessening of human effort and time" (89). Twenty years later, as Google was launched, Jordanov, taking on those who would dismiss public history as "mere" popularization, entertainment or propaganda, argued for the "need to develop coherent positions on the relationships between academic history, the media, institutions…and popular culture" (149). As the digital turn continues, and the SEARCH button is just one part of that, all historians-professional or "amateur"-will take advantage of opportunities that technologies have opened up. Looking across the whole range of transformations in recent decades, De Groot concludes: "Increasingly users of history are accessing the past through complex and innovative media and this is reconfiguring their sense of themselves, the world they live in and what history itself might be about" (310). ReferencesAllen, Rob. "'The People's Advocate, Champion and Friend': The Transatlantic Career of Citizen John De Morgan (1848-1926)." Historical Research 86.234 (2013): 684-711.Busa, Roberto. "The Annals of Humanities Computing: The Index Thomisticus." Computers and the Humanities 14.2 (1980): 83-90.Cohen, Daniel J., and Roy Rosenzweig. Digital History: A Guide to Gathering, Preserving, and Presenting the Past on the Web. Philadelphia, PA: U Pennsylvania P, 2005.———. "Web of Lies? Historical Knowledge on the Internet." First Monday 10.12 (2005).De Groot, Jerome. Consuming History: Historians and Heritage in Contemporary Popular Culture. 2nd ed. Abingdon: Routledge, 2016.De Morgan, John. Who Is John De Morgan? A Few Words of Explanation, with Portrait. By a Free and Independent Elector of Leicester. London, 1877.Fyfe, Paul. "An Archaeology of Victorian Newspapers." Victorian Periodicals Review 49.4 (2016): 546-77."Interchange: The Promise of Digital History." Journal of American History 95.2 (2008): 452-91.Johnston, Leslie. "Before You Were Born, We Were Digitizing Texts." The Signal 9 Dec. 2012, Library of Congress. <https://blogs.loc.gov/thesignal/292/12/before-you-were-born-we-were-digitizing-texts>.Jordanova, Ludmilla. History in Practice. 2nd ed. London: Arnold, 2000.Kazin, Michael. A Godly Hero: The Life of William Jennings Bryan. New York: Anchor Books, 2006.Saint-Clair, Sylvester. Sketch of the Life and Labours of J. De Morgan, Elocutionist, and Tribune of the People. Leeds: De Morgan & Co., 1880.Vincent, William T. The Records of the Woolwich District, Vol. II. Woolwich: J.P. Jackson, 1890.Zaagsma, Gerban. "On Digital History." BMGN-Low Countries Historical Review 128.4 (2013): 3-29.

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

The recent proliferation of the video shorts on the Internet may provide a glimpse of the future of production and distribution of motion pictures. One such short, Lazy Sunday, was produced by cast members of the long-running network television program Saturday Night Live. Cast member Andy Samberg had come to the attention of network producers when they saw several comedy sketches he produced and starred in on the Internet. The popularity of Samberg’s original online-distributed videos did not occur strictly as the result of the virus-like linking and e-mailing distribution pattern that is quickly becoming more common. Rather, these videos achieved exposure on Channel101.com, a Website that functions as a forum and distribution outlet for short video makers. Channel 101 is an interesting example of a hybrid mode of production and distribution of motion pictures, borrowing elements of a film festival and a Website to showcase five-minute videos created by members of the general public. It is the brainchild of two freelance television writers, Dan Harmon and Rob Schrab. There are two key components to Channel 101: a monthly competitive screening of short videos held in Los Angeles and a Website that features downloadable short videos as well as a forum for discussing the creation and content of those videos. When a short video is submitted to Channel 101 by a member of the general public, the selection committee will reject it immediately or pick it up as a “pilot.” If chosen as a pilot, it is then screened in front of a live audience of roughly 300 at Cinespace, a screening room-cum-bar in Los Angeles. The members of the audience are shown ten videos, five pilots and five ongoing series, and are asked to vote for their five favourites. At this point, the audience can elect to reject the pilot, thereby “cancelling” the show. If the audience decides that the video is one of the best five of the ten, the show is “renewed,” and the creators of the video make a new episode for the next month’s screening, resulting in a video series with ongoing characters. These shows are referred to as “prime time” shows and their creators are referred to as “Prime Timers.” These Prime Timers become the selection committee that screens initial submissions. The inception of Channel 101 in the spring of 2003 coincided with the rapid proliferation of broadband Internet access that has made downloading short video clips possible for a growing number of people. The popularity of the site, as well as the rhetoric used by Channel 101’s creators in forums, articles, and other elements of the Website’s discourse, indicate a demand for media that is not a product of the increasingly consolidated media production and distribution infrastructure. It is gaining popularity at a time when two popular modes of regulated production and distribution of motion pictures—film and television—have developed massive infrastructures and standardised labour that, by virtue of their size, are resistant to rapid change. The Channel 101 enterprise presents an alternative arrangement of creators, distributors, and audience members by shortening the time period that any single individual may occupy any of these roles and by increasing the accountability of the creators and distributors to the audience. As a result, the short videos produced and distributed by Channel 101 are products of a creative community, rather than creations of individuals with discrete artistic sensibilities. The creators of Channel 101 claim their unique mode of production and distribution of serialised entertainment constitutes an improvement on the network television system because it prevents creative control from residing in an individual or a small group of individuals for a sustained period of time. However, upon closer examination, it may have much more in common with the television mode of production and distribution than the haphazard home-video quality of viral videos, as well as the ephemeral paths they take to reach viewers online. In this analysis, I aim to discover the ways in which Channel 101 actually differs from that traditional television model and the ways in which it duplicates the consolidation of creative power that exists in the corporate creation and distribution of serialised entertainment. If one examines the aesthetics of the videos on the site, one finds that they are as homogeneous as those of any cable or network television prime time line-up, if not more so. This is not the result of a single, powerful individual controlling the content of the enterprise, but rather a product of a unique power structure that encourages a consistent tone, style, and content by promoting collective authorship. Though the occupiers of the creative roles may change, the individuals who occupy those positions are all equally obliged to indulge the relatively stable and homogeneous desires of the entire community. In “Unconventional Programs on Commercial Television,” Joseph Turow makes connections between personnel shifts at the network executive level and changes in the content and style of programming. By accounting for the implicit social aspect of production and distribution, including friendships and working relationships, Turow sheds light on processes that have an impact on programming but may not necessarily show up in official documentation of the producer/distributor’s day to day affairs (Turow 126). While the programs Turow studied exhibited properties that set them apart from most network television fare, they were often produced or written by members of a single social network. There was an internal implicit norm that members of this creative community adhered to. This “web of relationships” reduced the risk for network executives and producers by guaranteeing some regularity in the product (Turow 126). Even in a system where there is no financial risk to creators or gatekeepers, such as the Channel 101 system, which is vehemently not-for-profit, the need for programming that is both unconventional yet predictable in terms of its perceived quality persists. Social networks have always been a part of the tightly knit community of television writers and producers. The rise of social networking sites on the Internet has made these connections visible, and arguably increased the size of such networks, as well as the speed with which they change. As much as the variations in visibility, size and rate of change of the social connections impact the end product, its worth keeping in mind that Channel 101, like so many online entertainment collectives, draws together groups of people who have pre-established social bonds from the offline world. Several of the video makers who contribute to Channel 101 have worked in the television industry. The importance of existing social networks to the collaborative creative process cannot be overestimated. Message boards play an integral role in conveying what shows are popular with the Channel 101 audience, as well as providing a way for video makers to organise collaborations. In these ways, Channel 101 is as much a social enterprise as it as an entertainment enterprise. As more and more structural functionalist analyses of the culture industry reveal its increasingly Byzantine inner workings, the romantic twentieth-century notion of the individual author appears to be not long for this world. Collective authorship may well be the paradigm for studying a society in which Internet use is constantly gaining ground on more traditional forms of recreation such as film and television. However, something is misleading about the term “collective authorship.” The term implies that members of this creative collective contribute equally to the finished product, when this is rarely, if ever, the case. Similarly, there may be the temptation to believe that a collective author is less likely to be out of touch with the desires of the audience than an individual who stubbornly follows his or her muse, oblivious to the preferences of others. In truth, collective authorship, as a practice or an analytical approach, may merely paper over unequal levels of creative power within the cultural production scheme. By scrutinizing creative communities such as Channel 101 from a structural functionalist standpoint, we may move towards a more nuanced view of the collective author. References Channel 101. 25 Nov. 2005 http://www.channel101.com/>. DiMaggio, Paul, and Paul Hirsch. “Production Organizations in the Arts.” American Behavioral Scientist 19.7/8 (1976): 735-752. Lin, Nan. Social Capital: A Theory of Social Structure and Action. Cambridge, MA: Cambridge UP, 2001. Turow, Joseph. “Unconventional Programs on Commercial Television: An Organizational Perspective.” Mass Communication in Context. Ed. Charles D. Whitney and Ettema James. Beverly Hills, CA: Sage, 1982. 107-129. Citation reference for this article MLA Style Panek, Elliot. "Creative Communities after Television: The Collective Authorship of Channel 101." M/C Journal 9.2 (2006). echo date('d M. Y'); ?> <http://journal.media-culture.org.au/0605/12-panek.php>. APA Style Panek, E. (May 2006) "Creative Communities after Television: The Collective Authorship of Channel 101," M/C Journal, 9(2). Retrieved echo date('d M. Y'); ?> from <http://journal.media-culture.org.au/0605/12-panek.php>.

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

This article explores how fat women protesting challenges norms of womanhood, the place of women in society, and who has the power to have their say in public spaces. We use the term fat as a political reclamation; Fat Studies scholars and fat activists prefer the term fat, over the normative term “overweight” and the pathologising term “obese/obesity” (Lee and Pausé para 3). Who is and who isn’t fat, we suggest, is best left to self-determination, although it is generally accepted by fat activists that the term is most appropriately adopted by individuals who are unable to buy clothes in any store they choose. Using a tweet from conservative commentator Ann Coulter as a leaping-off point, we examine the narratives around women in the public sphere and explore how fat bodies might transgress further the norms set by society. The public representations of women in politics and protest are then are set in the context of ‘activist wisdom’ (Maddison and Scalmer) from two sides of the globe. Activist wisdom gives preference to the lived knowledge and experience of activists as tools to understand social movements. It seeks to draw theoretical implications from the practical actions of those on the ground. In centring the experiences of ourselves and other activists, we hope to expand existing understandings of body politics, gender, and political power in this piece. It is important in researching social movements to look both at the representations of protest and protestors in all forms of media as this is the ‘public face’ of movements, but also to examine the reflections of the individuals who collectively put their weight behind bringing social change.A few days after the 45th President of the United States was elected, people around the world spilled into the streets and participated in protests; precursors to the Women’s March which would take place the following January. Pictures of such marches were shared via social media, demonstrating the worldwide protest against the racism, misogyny, and overall oppressiveness, of the newly elected leader. Not everyone was supportive of these protests though; one such conservative commentator, Ann Coulter, shared this tweet: Image1: A tweet from Ann Coulter; the tweet contains a picture of a group of protestors, holding signs protesting Trump, white supremacy, and for the rights of immigrants. In front of the group, holding a megaphone is a woman. Below the picture, the text reads, “Without fat girls, there would be no protests”.Coulter continued on with two more tweets, sharing pictures of other girls protesting and suggesting that the protestors needed a diet programme. Kivan Bay (“Without Fat Girls”) suggested that perhaps Coulter was implying that skinny girls do not have time to protest because they are too busy doing skinny girl things, like buying jackets or trying on sweaters. Or perhaps Coulter was arguing that fat girls are too visible, too loud, and too big, to be taken seriously in their protests. These tweets provide a point of illustration for how fat women protesting challenge norms of womanhood, the place of women in society, and who has the power to have their say in public spaces While Coulter’s tweet was most likely intended as a hostile personal attack on political grounds, we find it useful in its foregrounding of gender, bodies and protest which we consider in this article, beginning with a review of fat girls’ role in social justice movements.Across the world, we can point to fat women who engage in activism related to body politics and more. Australian fat filmmaker and activist Kelli Jean Drinkwater makes documentaries, such as Aquaporko! and Nothing to Lose, that queer fat embodiment and confronts body norms. Newly elected Ontario MPP Jill Andrew has been fighting for equal rights for queer people and fat people in Canada for decades. Nigerian Latasha Ngwube founded About That Curvy Life, Africa’s leading body positive and empowerment site, and has organised plus-size fashion show events at Heineken Lagos Fashion and Design Week in Nigeria in 2016 and the Glitz Africa Fashion Week in Ghana in 2017. Fat women have been putting their bodies on the line for the rights of others to live, work, and love. American Heather Heyer was protesting the hate that white nationalists represent and the danger they posed to her friends, family, and neighbours when she died at a rally in Charlottesville, North Carolina in late 2017 (Caron). When Heyer was killed by one of those white nationalists, they declared that she was fat, and therefore her body size was lauded loudly as justification for her death (Bay, “How Nazis Use”; Spangler).Fat women protesting is not new. For example, the Fat Underground was a group of “radical fat feminist women”, who split off from the more conservative NAAFA (National Association to Aid Fat Americans) in the 1970s (Simic 18). The group educated the public about weight science, harassed weight-loss companies, and disrupted academic seminars on obesity. The Fat Underground made their first public appearance at a Women’s Equality Day in Los Angeles, taking over the stage at the public event to accuse the medical profession of murdering Cass Elliot, the lead singer of the folk music group, The Mamas and the Papas (Dean and Buss). In 1973, the Fat Underground produced the Fat Liberation Manifesto. This Manifesto began by declaring that they believed “that fat people are full entitled to human respect and recognition” (Freespirit and Aldebaran 341).Women have long been disavowed, or discouraged, from participating in the public sphere (Ginzberg; van Acker) or seen as “intruders or outsiders to the tough world of politics” (van Acker 118). The feminist slogan the personal is political was intended to shed light on the role that women needed to play in the public spheres of education, employment, and government (Caha 22). Across the world, the acceptance of women within the public sphere has been varied due to cultural, political, and religious, preferences and restrictions (Agenda Feminist Media Collective). Limited acceptance of women in the public sphere has historically been granted by those ‘anointed’ by a male family member or patron (Fountaine 47).Anti-feminists are quick to disavow women being in public spaces, preferring to assign them the role as helpmeet to male political elite. As Schlafly (in Rowland 30) notes: “A Positive Woman cannot defeat a man in a wrestling or boxing match, but she can motivate him, inspire him, encourage him, teach him, restrain him, reward him, and have power over him that he can never achieve over her with all his muscle.” This idea of women working behind the scenes has been very strong in New Zealand where the ‘sternly worded’ letter is favoured over street protest. An acceptable route for women’s activism was working within existing political institutions (Grey), with activity being ‘hidden’ inside government offices such as the Ministry of Women’s Affairs (Schuster, 23). But women’s movement organisations that engage in even the mildest form of disruptive protest are decried (Grey; van Acker).One way women have been accepted into public space is as the moral guardians or change agents of the entire political realm (Bliss; Ginzberg; van Acker; Ledwith). From the early suffrage movements both political actors and media representations highlighted women were more principled and conciliatory than men, and in many cases had a moral compass based on restraint. Cartoons showed women in the suffrage movement ‘sweeping up’ and ‘cleaning house’ (Sheppard 123). Groups like the Women’s Christian Temperance Union were celebrated for protesting against the demon drink and anti-pornography campaigners like Patricia Bartlett were seen as acceptable voices of moral reason (Moynihan). And as Cunnison and Stageman (in Ledwith 193) note, women bring a “culture of femininity to trade unions … an alternative culture, derived from the particularity of their lives as women and experiences of caring and subordination”. This role of moral guardian often derived from women as ‘mothers’, responsible for the physical and moral well-being of the nation.The body itself has been a sight of protest for women including fights for bodily autonomy in their medical decisions, reproductive justice, and to live lives free from physical and sexual abuse, have long been met with criticisms of being unladylike or inappropriate. Early examples decried in NZ include the women’s clothing movement which formed part of the suffrage movement. In the second half of the 20th century it was the freedom trash can protests that started the myth of ‘women burning their bras’ which defied acceptable feminine norms (Sawer and Grey). Recent examples of women protesting for body rights include #MeToo and Time’s Up. Both movements protest the lack of bodily autonomy women can assert when men believe they are entitled to women’s bodies for their entertainment, enjoyment, and pleasure. And both movements have received considerable backlash by those who suggest it is a witch hunt that might ensnare otherwise innocent men, or those who are worried that the real victims are white men who are being left behind (see Garber; Haussegger). Women who advocate for bodily autonomy, including access to contraception and abortion, are often held up as morally irresponsible. As Archdeacon Bullock (cited in Smyth 55) asserted, “A woman should pay for her fun.”Many individuals believe that the stigma and discrimination fat people face are the consequences they sow from their own behaviours (Crandall 892); that fat people are fat because they have made poor decisions, being too indulgent with food and too lazy to exercise (Crandall 883). Therefore, fat people, like women, should have to pay for their fun. Fat women find themselves at this intersection, and are often judged more harshly for their weight than fat men (Tiggemann and Rothblum). Examining Coulter’s tweet with this perspective in mind, it can easily be read as an attempt to put fat girl protestors back into their place. It can also be read as a warning. Don’t go making too much noise or you may be labelled as fat. Presenting troublesome women as fat has a long history within political art and depictions. Marianne (the symbol of the French Republic) was depicted as fat and ugly; she also reinforced an anti-suffragist position (Chenut 441). These images are effective because of our societal views on fatness (Kyrölä). Fatness is undesirable, unworthy of love and attention, and a representation of poor character, lack of willpower, and an absence of discipline (Murray 14; Pausé, “Rebel Heart” para 1).Fat women who protest transgress rules around body size, gender norms, and the appropriate place for women in society. Take as an example the experiences of one of the authors of this piece, Sandra Grey, who was thrust in to political limelight nationally with the Campaign for MMP (Grey and Fitzsimmons) and when elected as the President of the New Zealand Tertiary Education Union in 2011. Sandra is a trade union activist who breaches too many norms set for the “good woman protestor,” as well as the norms for being a “good fat woman”. She looms large on a stage – literally – and holds enough power in public protest to make a crowd of 7,000 people “jump to left”, chant, sing, and march. In response, some perceive Sandra less as a tactical and strategic leader of the union movement, and more as the “jolly fat woman” who entertains, MCs, and leads public events. Though even in this role, she has been criticised for being too loud, too much, too big.These criticisms are loudest when Sandra is alongside other fat female bodies. When posting on social media photos with fellow trade union members the comments often note the need of the group to “go on a diet”. The collective fatness also brings comments about “not wanting to fuck any of that group of fat cows”. There is something politically and socially dangerous about fat women en masse. This was behind the responses to Sandra’s first public appearance as the President of TEU when one of the male union members remarked “Clearly you have to be a fat dyke to run this union.” The four top elected and appointed positions in the TEU have been women for eight years now and both their fatness and perceived sexuality present as a threat in a once male-dominated space. Even when not numerically dominant, unions are public spaces dominated by a “masculine culture … underpinned by the undervaluation of ‘women’s worth’ and notions of womanhood ‘defined in domesticity’” (Cockburn in Kirton 273-4). Sandra’s experiences in public space show that the derision and methods of putting fat girls back in their place varies dependent on whether the challenge to power is posed by a single fat body with positional power and a group of fat bodies with collective power.Fat Girls Are the FutureOn the other side of the world, Tara Vilhjálmsdóttir is protesting to change the law in Iceland. Tara believes that fat people should be protected against discrimination in public and private settings. Using social media such as Facebook and Instagram, Tara takes her message, and her activism, to her thousands of followers (Keller, 434; Pausé, “Rebel Heart”). And through mainstream media, she pushes back on fatphobia rhetoric and applies pressure on the government to classify weight as a protected status under the law.After a lifetime of living “under the oppression of diet culture,” Tara began her activism in 2010 (Vilhjálmsdóttir). She had suffered real harm from diet culture, developing an eating disorder as a teen and being told through her treatment for it that her fears as a fat woman – that she had no future, that fat people experienced discrimination and stigma – were unfounded. But Tara’s lived experiences demonstrated fat stigma and discrimination were real.In 2012, she co-founded the Icelandic Association for Body Respect, which promotes body positivity and fights weight stigma in Iceland. The group uses a mixture of real life and online tools; organising petitions, running campaigns against the Icelandic version of The Biggest Loser, and campaigning for weight to be a protected class in the Icelandic constitution. The Association has increased the visibility of the dangers of diet culture and the harm of fat stigma. They laid the groundwork that led to changing the human rights policy for the city of Reykjavík; fat people cannot be discriminated against in employment settings within government jobs. As the city is one of the largest employers in the country, this was a large step forward for fat rights.Tara does receive her fair share of hate messages; she’s shared that she’s amazed at the lengths people will go to misunderstand what she is saying (Vilhjálmsdóttir). “This isn’t about hurt feelings; I’m not insulted [by fat stigma]. It’s about [fat stigma] affecting the livelihood of fat people and the structural discrimination they face” (Vilhjálmsdóttir). She collects the hateful comments she receives online through screenshots and shares them in an album on her page. She believes it is important to keep a repository to demonstrate to others that the hatred towards fat people is real. But the hate she receives only fuels her work more. As does the encouragement she receives from people, both in Iceland and abroad. And she is not alone; fat activists across the world are using Web 2.0 tools to change the conversation around fatness and demand civil rights for fat people (Pausé, “Rebel Heart”; Pausé, “Live to Tell").Using Web 2.0 tools as a way to protest and engage in activism is an example of oppositional technologics; a “political praxis of resistance being woven into low-tech, amateur, hybrid, alternative subcultural feminist networks” (Garrison 151). Fat activists use social media to engage in anti-assimilationist activism and build communities of practice online in ways that would not be possible in real life (Pausé, “Express Yourself” 1). This is especially useful for those whose protests sit at the intersections of oppressions (Keller 435; Pausé, “Rebel Heart” para 19). Online protests have the ability to travel the globe quickly, providing opportunities for connections between protests and spreading protests across the globe, such as SlutWalks in 2011-2012 (Schuster 19). And online spaces open up unlimited venues for women to participate more freely in protest than other forms (Harris 479; Schuster 16; Garrison 162).Whether online or offline, women are represented as dangerous in the political sphere when they act without male champions breaching norms of femininity, when their involvement challenges the role of woman as moral guardians, and when they make the body the site of protest. Women must ‘do politics’ politely, with utmost control, and of course caringly; that is they must play their ‘designated roles’. Whether or not you fit the gendered norms of political life affects how your protest is perceived through the media (van Acker). Coulter’s tweet loudly proclaimed that the fat ‘girls’ protesting the election of the 45th President of the United States were unworthy, out of control, and not worthy of attention (ironic, then, as her tweet caused considerable conversation about protest, fatness, and the reasons not to like the President-Elect). What the Coulter tweet demonstrates is that fat women are perceived as doubly-problematic in public space, both as fat and as women. They do not do politics in a way that is befitting womanhood – they are too visible and loud; they are not moral guardians of conservative values; and, their bodies challenge masculine power.ReferencesAgenda Feminist Media Collective. “Women in Society: Public Debate.” Agenda: Empowering Women for Gender Equity 10 (1991): 31-44.Bay, Kivan. “How Nazis Use Fat to Excuse Violence.” Medium, 7 Feb. 2018. 1 May 2018 <https://medium.com/@kivabay/how-nazis-use-fat-to-excuse-violence-b7da7d18fea8>.———. “Without Fat Girls, There Would Be No Protests.” Bullshit.ist, 13 Nov. 2016. 16 May 2018 <https://bullshit.ist/without-fat-girls-there-would-be-no-protests-e66690de539a>.Bliss, Katherine Elaine. Compromised Positions: Prostitution, Public Health, and Gender Politics in Revolutionary Mexico City. Penn State Press, 2010.Caha, Omer. Women and Civil Society in Turkey: Women’s Movements in a Muslim Society. London: Ashgate, 2013.Caron, Christina. “Heather Heyer, Charlottesville Victim, Is Recalled as ‘a Strong Woman’.” New York Times, 13 Aug. 2017. 1 May 2018 <https://www.nytimes.com/2017/08/13/us/heather-heyer-charlottesville-victim.html>.Chenut, Helen. “Anti-Feminist Caricature in France: Politics, Satire and Public Opinion, 1890-1914.” Modern & Contemporary France 20.4 (2012): 437-452.Crandall, Christian S. "Prejudice against Fat People: Ideology and Self-Interest." Journal of Personality and Social Psychology 66.5 (1994): 882-894.Damousi, Joy. “Representations of the Body and Sexuality in Communist Iconography, 1920-1955.” Australian Feminist Studies 12.25 (1997): 59-75.Dean, Marge, and Shirl Buss. “Fat Underground.” YouTube, 11 Aug. 2016 [1975]. 1 May 2018 <https://youtu.be/UPYRZCXjoRo>.Fountaine, Susan. “Women, Politics and the Media: The 1999 New Zealand General Election.” PhD thesis. Palmerston North, NZ: Massey University, 2002.Freespirit, Judy, and Aldebaran. “Fat Liberation Manifesto November 1973.” The Fat Studies Reader. Eds. Esther Rothblum and Sondra Solovay. New York: NYU P, 2009. 341-342.Garber, Megan. “The Selective Empathy of #MeToo Backlash.” The Atlantic, 11 Feb 2018. 5 Apr. 2018 <https://www.theatlantic.com/entertainment/archive/2018/02/the-selective-empathy-of-metoo-backlash/553022/>.Garrison, Edith. “US Feminism – Grrrl Style! Youth (Sub)Cultures and the Technologics of the Third Wave.” Feminist Studies 26.1 (2000): 141-170.Garvey, Nicola. “Violence against Women: Beyond Gender Neutrality.” Looking Back, Moving Forward: The Janus Women’s Convention 2005. Ed. Dale Spender. Masterton: Janus Trust, 2005. 114-120.Ginzberg, Lori D. Women and the Work of Benevolence: Morality, Politics, and Class in the Nineteenth-Century United States. Yale UP, 1992.Grey, Sandra. “Women, Politics, and Protest: Rethinking Women's Liberation Activism in New Zealand.” Rethinking Women and Politics: New Zealand and Comparative Perspectives. Eds. John Leslie, Elizabeth McLeay, and Kate McMillan. Victoria UP, 2009. 34-61.———, and Matthew Fitzsimons. “Defending Democracy: ‘Keep MMP’ and the 2011 Electoral Referendum.” Kicking the Tyres: The New Zealand General Election and Electoral Referendum of 2011. Eds. Jon Johansson and Stephen Levine. Victoria UP, 2012. 285-304.———, and Marian Sawer, eds. Women’s Movements: Flourishing or in Abeyance? London: Routledge, 2008.Harris, Anita. “Mind the Gap: Attitudes and Emergent Feminist Politics since the Third Wave.” Australian Feminist Studies 25.66 (2010): 475-484.Haussegger, Virginia. “#MeToo: Beware the Brewing Whiff of Backlash.” Sydney Morning Herald, 7 Mar. 2018. 1 Apr. 2018 <https://www.smh.com.au/national/metoo-beware-the-brewing-whiff-of-backlash-20180306-p4z33s.html>.Keller, Jessalynn. “Virtual Feminisms.” Information, Communication and Society 15.3(2011): 429-447.Kirston, Gill. “From ‘a Woman’s Place Is in Her Union’ to ‘Strong Unions Need Women’: Changing Gender Discourses, Policies and Realities in the Union Movement.” Labour & Industry: A Journal of the Social and Economic Relations of Work 27.4 (2017): 270-283.Kyrölä, Katariina. The Weight of Images. London: Routledge, 2014.Ledwith, Sue. “Gender Politics in Trade Unions: The Representation of Women between Exclusion and Inclusion.” European Review of Labour and Research 18.2 (2012): 185-199.Lyndsey, Susan. Women, Politics, and the Media: The 1999 New Zealand General Election. Dissertation. Massey University, 2002.Maddison, Sarah, and Sean Scalmer. Activist Wisdom: Practical Knowledge and Creative Tension in Social Movements. Sydney: UNSW P, 2006. Moynihan, Carolyn. A Stand for Decency: Patricia Bartlett & the Society for Promotion of Community Standards, 1970-1995. Wellington: The Society, 1995.Murray, Samantha. "Pathologizing 'Fatness': Medical Authority and Popular Culture." Sociology of Sport Journal 25.1 (2008): 7-21.Pausé, Cat. “Live to Tell: Coming Out as Fat.” Somatechnics 21 (2012): 42-56.———. “Express Yourself: Fat Activism in the Web 2.0 Age.” The Politics of Size: Perspectives from the Fat-Acceptance Movement. Ed. Ragen Chastain. Praeger, 2015. 1-8.———. “Rebel Heart: Performing Fatness Wrong Online.” M/C Journal 18.3 (2015).Rowland, Robyn, ed. Women Who Do and Women Who Don’t Join the Women’s Movement. London: Routledge, 1984.Schuster, Julia. “Invisible Feminists? Social Media and Young Women’s Political Participation.” Political Science 65.1 (2013): 8-24.Sheppard, Alice. "Suffrage Art and Feminism." Hypatia 5.2 (1990): 122-136.Simic, Zora. “Fat as a Feminist Issue: A History.” Fat Sex: New Directions in Theory and Activism. Eds. Helen Hester and Caroline Walters. London: Ashgate, 2015. 15-36.Spangler, Todd. “White-Supremacist Site Daily Stormer Booted by Hosting Provider.” Variety, 13 Aug. 2017. 1 May 2018 <https://variety.com/2017/digital/news/daily-stormer-heather-heyer-white-supremacist-neo-nazi-hosting-provider-1202526544/>.Smyth, Helen. Rocking the Cradle: Contraception, Sex, and Politics in New Zealand. Steele Roberts, 2000.Tiggemann, Marika, and Esther D. Rothblum. "Gender Differences in Social Consequences of Perceived Overweight in the United States and Australia." Sex Roles 18.1-2 (1988): 75-86.Van Acker, Elizabeth. “Media Representations of Women Politicians in Australia and New Zealand: High Expectations, Hostility or Stardom.” Policy and Society 22.1 (2003): 116-136.Vilhjálmsdóttir, Tara. Personal interview. 1 June 2018.

IntroductionWith the proliferation of remixed (audio-visual) texts such as fan music videos, slash video, mash-ups and digital stories utilising existing and new visual and audio material on sites such as YouTube, questions are opened as to the efficacy of current forms of media textual analysis. Remixed texts have been positioned as a new and transformative form of art that, despite industry copyright concerns, do not compete with existing texts but makes use of them as ‘found material’ in order to produce an ostensibly intertextual experience (Lessig). Intertexts include pastiche, parody and/or allusion to extant texts and, at the same time, acknowledge that no text is purely original but is built on its ostensible or tacit relationality with a broad range of other texts—relationalities which may be activated in reading or be coded into the text. Remixes are often the work of fan audiences who seek to engage in a participatory manner—a particular reading position that shifts into the act of writing—with texts, television, film and music of which one is a member of an avid audience or a community audience that engage with each other through collaborative production of new texts based on old. The remix is a substantial outcome of such readerly, writerly and collaborative engagement whereby meanings drawn intertextually from the original text are re-produced, expanded upon, critiqued or re-framed through several different activities which may include: re-ordering existing audio-visual material in a way which, according to Constance Penley, was once done by Star Trek fans using magnetic tape and two video recorders to produce new narratives and interpretative frames by cutting and suturing material in an order different from that broadcast (Penley);presenting new meanings to texts, stories or narratives by taking visual material either in short cuts or long scenes and layering over popular music audio tracks, which is commonly done by television fans, such as fans of Buffy the Vampire Slayer in the early 2000s, who produce new meanings or re-emphasise old ones around relationships by bringing together (sometimes cheesy) songs with televised footage (Cover, More Than a Watcher). In both cases, the texts are both new and old—they are a remix of existing material, but the act of remixing produces new frames for the activations of meanings or new narratives, that sit between the interactive and the intertextual. The fact that these forms can be traced back to pre-digital technologies of the 1970s (in the case of Penley’s Star Trek fan videos) or the pre-YouTube and Web 2.0 participatory sharing (in the case of Cover’s Buffy the Vampire Slayer fan videos, distributed through newslists, email and private website) indicates the deep-seated cultural desire or demand for participatory engagement and co-creative forms of encountering texts (Cover, Interactivity). In light of this new form of participatory communication experience, there has emerged a methodological gap requiring new frameworks for researching and analysing the remix text as a text, and within the context of its interactivity, intertextuality, layering and the ways in which these together reconfigure existing narratives and produce new narrative. This paper outlines some approaches used in teaching students about contemporary interactive and convergent digital texts by undertaking practical textual analyses of sample remix audio-video texts. I will discuss some of the more important theoretical issues concerning the analysis of remix texts, with particular attention to notions of interactivity, intertextuality and layering. I will then outline some practical steps for undertaking this kind of analysis in the classroom. By understanding the remix text through a metaphor of layering (drawn from Photoshopping and digital manipulation terminology), a method for ‘remix analysis’ can be put forward that presents innovative ways of engaging with textuality and narrative. Such analyses incorporate narrative sourcing, identification of user-generated content, sequencing, digital manipulation, framing and audio/visual juxtaposition as starting points for reading the remix text. Remix analyses, in this framework, optimise a reflective engagement with contemporary issues of copyright and intellectual property, textual genealogy, intertextuality, co-creative production and emergent forms of interactivity. Interactivity and Intertextuality For Lawrence Lessig, remix is a form of creativity that puts in question the separation between reader and writer. It emphasises instead the participatory form in which read-write creativity (or co-creativity) becomes the normative standard of high-level engagement with extant texts through both selection and arrangement (56). Remix culture, for Lessig, makes use of digital technologies that have been developed for other purposes and practices and delivers forms of collage, complexity, and co-creativity directed towards a broader audience. The role played by YouTube as a sharing site which makes available the massive number of remixed texts is testament to the form’s significance as an interactive, intertextual creation or co-creation. As Burgess and Green have argued, consumer co-creation is fundamental to YouTube’s mission and role in the distribution of texts (4-5). It is more than a peripheral site for re-distribution of either existing texts or private video-logs but, today, operates as a mainstream component in a broader media matrix. In this matrix, the experience of textual audiencehood is re-coded as participatory engagement with prior texts, in order both to reflect on those texts and to produce new ones in a co-creative capacity. This is not to suggest that YouTube is not complicit in copyright regimes that actively seek to restrict participatory and co-creative artistic practice in favour of older models of textual ownership and control over distribution (Cover, Audience Inter/Active). Its digital capacity to police remixed texts that have been marked by corporate copyright holders as unavailable for further use or manipulation has been a substantial development on the side of traditional copyright in the push-pull struggle between free co-creativity and limiting regimes (Cover, Interactivity), although this does not altogether stem the production of the remix as a substantial experience of artistic practice and of user participatory engagement with media matrices. Central to understanding and analysing the remix as a text in its own right is the fact that it is interactive, a point which leads to the assertion that analytic tools suited to traditional, non-interactive texts are not always going to be adequate to the task of unpacking and drawing out thematic and conceptual material from a remix’s narrative. Although interactivity has been difficult to define, the form of interactivity in which we see the remix is that which involves an element of co-creativity between the author of a source text and the user of the text who interacts with the source to transform it into something new. Spiro Kiousis has argued that while definitions of interactivity are amorphous, there is value in the concept “as long as we all accept that the term implies some degree of receiver feedback and is usually linked to new technologies” (357). For Lelia Green, however, interactivity implies the capacity of a communication medium to have its products altered by the actions of a user or audience (xx). In the case of the latter, interactivity covers not only the sorts of texts in which audience or user engagement is required as a built-in part of the process, such as in digital games, but those texts, forms, mediums and experiences in which existing texts are manipulated, revised, re-used or brought together, such as in the remix. Drawing on Bordewijk and van Kaam, Sally McMillan delineated the concept of interactivity into a typology of four intersecting levels or uses: Allocution, in which interactive engagement is minimal, and is set within the context of a single, central broadcaster and multiple receivers on the periphery (273). This would ordinarily include most traditional mass media forms such as television and the selection of channels.Consultation, which occurs in the use of a database, such as a website, where a user actively searches for pre-provided information but does not seek to alter that information (273). Access here does not alter the content, source, narrative or information that has been requested. Drawing information from Wikipedia without the intent of editing information may alter the metadata or framework through providing the site with tracking information, but in this case the textuality of the text as accessed is not transformed through this level of interactivity.Registration, which does record access patterns and accumulates information from the periphery in a central registry which alters the information, significance or context of the material (273). McMillan’s early Web 1.0 example of registrational interactivity was the internet ‘cookie’, which tracks and customises content of internet sites visited by the user. However, as a category of interactivity in which the narrative or form of the text itself is altered in its reading or use, it might also be said to include the electronic game as well as forms of communications engagement which access a source text, manipulate, customise or re-form it using commonly-available or sophisticated software, and re-distribute it through digital means. Here, the narrative is knowingly acted upon in ways which alter it for other uses. Conversational, which occurs when individuals interact directly with each other, usually in real-time in ways which mimic face-to-face engagement without physical presence at a locale (273). An online written chat using a relay platform provided by a social networking site that does not record the text is an example; likewise using a video skype account is also conversational interactivity. While McMillan’s ‘registrational’ definition of interactivity, as the one which gives greater capacity to an audience to change, alter and manipulate a text or a textual narrative, allows considerable redefinition of the traditional author-text-audience relationship, none of the four-scale definitions adequately allow for the ways in which remix texts are at once interactive, intertextual, intermedial and built through participatory re-layering and re-organising of a broader corpus of material in ways typically not invited by the original texts or their original distributional mediums—hence the concerns around copyright and distributional control (Cover, Audience Inter/Active). As an outcome of registrational interactivity, the remix presents itself not merely in terms of how the relationship is structured in the context of new digital media, but also shifts how the audience has been conceived historically in terms of its ability to control the text and its internal structure and coherence. In light of both new developments in interactivity with the text as found in the increasing popularity of new media forms such as electronic gaming, and the ‘backlash’ development of new technologies, software and legal methods that actively seek to prevent alteration and re-distribution of texts, the historical and contemporary conception of the author-text-audience affinity can be characterised as a tactical war of contention for control over the text. This is a struggle set across a number of different contexts, media forms, sites and author/audience capacities but is embodied in the legal, cultural and economic skirmishes over the form and use of remix texts. More significantly, however, the remix is an interactivity that is conscious of the intertextuality that produces the various juxtapositions to create new narratives. All texts are intertextual, and the concept of intertextuality takes into account the network of other, similar texts to which any new text contributes and by which it is influenced. This similarity can be produced by several factors, including genre, allusion, trace, pastiche and aesthetics. Intertextuality can include the fact that a text is related to and permeated by the discourse of its sources (Bignell 92), but in all cases it shapes the meanings, significations and potential readings of a text in a way attuned to the polysemy of contemporary cultural production. In the context of interactivity, however, it is through co-creative engagement that intertextuality of both the source and the new text are drawn out as a deliberate act of creation. Layering As an interactive and deliberately intertextual text, the remix or mash-up is best understood as layered intermedia, that is, as a narrative comprised of—or fused between—moving image and sound, audio which includes dialogue, effects, incidental and narrative-related music. In that context, no individual component of the text can be understood or analysed away from the elements into which it has been remixed. New meanings emerge in intermedia remixes not simply because originary or new intertextualities are produced by user-creators relying on existing sources, but because those sources themselves no longer operate with the same set of meanings and significations, allowing the productive activation of new meanings (Bennett). While it is important to pay attention to the fact that the narrative of a remix text works only through the reconfiguration of the intermedia of audio and visual in order to create a new text with subsequent new potential meanings, the analysis must pay attention to the various forms of layering that constitute all audio-visual texts. For Lessig, such layering is a digital form of collage (70). However it is also the means by which, on the one hand, new intertextualities are developed through juxtaposition of different sources in order to give them all new significations and to activate new meanings and, on the other hand, to draw attention to the existing potential intertextuality of the sources and the polysemy of meaning. Understanding layering of texts involves understanding a text in a three-dimensional capacity. This is where some basic awareness of digital image manipulation through application software such as Photoshop and Gimp can be instructive in providing frameworks through which to understand contemporary digital media forms and analyse the ways in which they, as potential, productively activate sets or ranges of meanings. Such digital manipulation programs require the user to think about, say, an image as being built upon and manipulated across different layers, whereby a core image is ‘drawn out’ into its third dimension through adding, shifting, changing, re-figuring and re-framing—layer over layer. The core remains, but is radically altered by what occurs at the different layers. Likewise, the remix is produced through interacting with a number of different source texts together within a conceptual framework that is three-dimension and operates across layers. These include the two primary layers of the visual and the audio—for remixes are typically audio-visual—but also through interacting with a range of intertextual meanings that, likewise, can be understood in three-dimensional layers across the temporality of an audio-visual moving text. Method of Analysis A simple typology for analysing remix texts—focusing particularly on fan videos on YouTube, including same-sexualised fan fiction known as slash and those texts which re-order television and film material juxtaposed against popular music tracks—emerged from a first-year undergraduate digital media cultures course I taught at The University of Adelaide in 2010. With a broad range of meanings, views, interpretations and engagements emerging in large-group teaching, we workshopped possible scenarios with the aim of establishing some steps that can be used to consider the place of the remix in the context of its narrative interactivity and intertextual groundings. A typological method for analysis is not necessarily the most sophisticated way in which to draw out narrative threads and strands from a remix text and, indeed, there may be value in exploring remixed texts from other perspectives such as the YouTube-enabled participatory reflectiveness that emerges from community and commentary perspectives. However, to understand the narrative elements that emerge from a remix there is also great value in beginning with an unstitching of its constituent components in order to understand the interactive, intertextual, intermedial formation of the remix through its structuration and selectivity and assembling of extant texts. To best describe a typology for analysing the remix as a text and an interactive intertext, we might use an example. Let us say, hypothetically, a YouTube remix video of three- minutes-and-fifty-seconds in length that takes various scenes from the television series Arrested Development, perhaps the two characters of adult brothers GOB and Michael Bluth, from across its four years and sets them against a single audio track, Belle & Sebastian’s Seeing Other People. Such an example would not be an uncommon remix, which may be an expression of fandom for Arrested Development or perhaps an expression of critical engagement that actively draws attention to the range of reading positions, formations and potential productive activation of meanings (Bennett) around sibling relationships in the original. That is, by juxtaposing a popular audio track about the awkwardness of romantic relationships against images of the closeness, distance and competitiveness of the two brothers is to give it a ‘slash’ element, thereby presenting a narrative which either implies a pseudo-sexual or romantic component to the brotherly relationship (an activity not uncommon in the production of slash) or makes a critical statement about the way in which the theatrics of touch, familial hugging, looking and seeing or positioning in visual frames is utilised in the series in ways which are open to alternative readings. Now that it is determined such a remix might actively and self-consciously play with the juxtaposition across two layers to create additional meanings, the real work of analysis can be undertaken. This, of course, could include thematic, discursive or narrative analysis of the text alone. However, if one is to work with the notion that a remix is always produced in both interactivity and intertextuality, then a number of steps must be taken at the level of individual layers and, subsequently, together. This aids in understanding the sourcing, collocation, positioning, re-ordering in order to come to a depth of interpretation as to a possible meaning of the remix among the many available in a polysemic cultural product. Step One: Determine the Video Narrative Source. This involves establishing if the remix’s video material is from a singular source (such as a single film or television episode), multiple sources (many films) and, if multiple, if these are from the same genre, with the same actors, same director or different in each case. It also involves ascertaining if there is user-generated visual content such as additional material, animation or captioning. Exploring the possible arrangements of the visual source, while assuming that the audio track remains singular and identifiable, provides opportunities to consider the thematic, genre and story elements and their significations for the resulting new, co-creative narrative of the remix. This step invites the scholar to consider how the remix’s discernible narrative differs from the scholar’s reading of the source video texts, how the visual material signifies without its original audio component (for example, the dialogue in a television episode) and the ways in which the separation of the source visual from audio presents new interpretative frames. Step Two: Understand the Narrative Sequence. Has the video material been cut (pieces extracted and re-joined? Has the temporal order of the video material been re-sequenced. How do these shifts and changes impact on the narrative or story told? In our example here, we might find a series of scenes of two characters hugging or touching, with the narrative elements from the original episode that occur between—that is, that give a context to those hugs—removed. Asking how the removal of that contextual material presents the source clips as a new narrative and a new interactively-derived creation is central to this step. Step Three: Visual Manipulation. What additional visual manipulation features have been added—fade-ins, fade-outs, framing, changes to the speed or playback time of the source video? Accounting for these enables the viewer to position the remix narrative at a point of distance from the source, shifting from derivative to intertextual. Naturally, these must be understood in the context of the earlier steps while foregrounding the interactive form of the remix as a co-created piece that is more than just an intervention into an original text but the utilisation through manipulation of a range of texts to produce a new one. Step Four: Narrative Engagement and Collocation. Here, the scholar must assess the extent to which the audio source has a ‘fit’ with the visual. Thematic and discourse analysis (among others) can be applied to determine the way in which audio track, in addition to the above four steps and manipulations, productively activate new meanings, contexts and frames in the narrative. Importantly, however, this step requires not only asking what the audio does to the video, but the reverse. Using the Arrested Development example, one must ask what the visual material does for the meanings that are denoted within the audio, its musical elements and its lyrics: to what extent does the video source ‘fit’ with or re-position the significance of the audio dialogue and present it with meanings it would not otherwise have in an audio-online context (or, of course, in the context of its use in an ‘authorised’ music video). Together, these four steps present one possible means of ‘coming at’ the interactive and intertextual roots of the remix as a co-creative text. It is not merely to analyse how the source has been used or how the remix allows the sources to be presented or distributed differently, but to understand how new narratives emerge in the context of the various ‘mixings’ that come out of interactive engagement with the text to produce intertextual activation of meanings. Analysing remix texts through this method opens the possibility not only of being able to articulate readings of the text that are built on interactivity and layering, but a critique of the contemporary conditions of textual production. By demonstrating the ways in which a text can be understood to be located not just within intertextuality but within intertextual layers, it is possible to reflect more broadly on all textuality as being produced, disseminated and having its meanings productively activated in the context of ‘degrees’ of layers and ‘degrees’ of of interactivity. References Bennett, T. “Texts, Readers, Reading Formations.” Literature and History 9.2 (1983): 214-227. Bignell, J. Media Semiotics: An Introduction. Manchester: Manchester University Press, 1997. Bordewijk, J.L., and B. van Kaam. “Towards a New Classification of Tele-Information Services.” InterMedia 14.1 (1986): 16-21. Burgess, J., and J. Green. YouTube: Online Video and Participatory Culture. Cambridge: Polity, 2009. Cover, R. “Interactivity: Reconceiving the Audience in the Struggle for Textual ‘Control’.” Australian Journal of Communication, 31.1 (2004): 107-120. — — —. “Audience Inter/Active: Interactive Media, Narrative Control & Reconceiving Audience History.” New Media & Society 8.1 (2006): 213-232. — — —. “More than a Watcher: Buffy Fans, Amateur Music Videos, Romantic Slash and Intermedia.” Music, Sound and Silence in Buffy the Vampire Slayer. Ed. P. Attinello, J. K. Halfyard & V. Knights, London: Ashgate, 2010. 131-148. Green, L. Communication, Technology and Society. St. Leonards, NSW: Allen & Unwin, 2002. Jenkins, H. “What Happened before YouTube.” YouTube: Online Video and Participatory Culture. Ed. J. Burgess and J. Green. Cambridge: Polity, 2009. 109-125. Kiousis, S. “Interactivity: A Concept Explication.” New Media & Society 4.3 (2002): 355-383. Lessig, L. Remix: Making Art and Commerce Thrive in the Hybrid Economy. London: Bloomsbury Academic, 2008. McMillan, S. “A Four-Part Model of Cyber-Interactivity: Some Cyber-Places are More Interactive than Others.” New Media & Society 4.2 (2002): 271-291. Penley, C. Nasa/Trek: Popular Science and Sex in America. London & New York: Verso, 1997.

Disclaimer: The situation on PixelCanvas is constantly changing due to raids from both sides. The figures in this article represent the state as of April 2020. In the politicized digital environment, the superiority of the alt-right’s weaponization of memes is often taken for granted. As summarized in the buzzword-phrase “the left can’t meme”, the digital engagements of self-identified leftist activists are usually seen as less effective than the ones of the right: their attempts at utilizing Internet culture described as too “politically correct” and “devoid of humour”. This supposedly “immutable law of the Internet” (Dankulous Memeulon) often found confirmation in research.Described by Phillips and Milner, Internet culture – “a highly insular clique”, now seeping into popular culture – is by design rooted in liberalism and fetishized sight. Through its principles of “free speech”, “harmless fun”, and dehumanizing detachment of memes from real-life production and consequence, meme-sharing was enabling deception, “bigoted pollution”, and reinforcing white racial frames, regardless of intentions (Phillips and Milner). From Andersson to Nagle, many come to the conclusion that the left’s presence online is simply not organized, not active, not transgressive enough to appeal to the sensibilities of Internet culture. Meanwhile, the playful, deceptive online engagements of the alt-right are found to be increasingly viral, set to recruit numerous young rebels, hence upholding a cultural hegemony which has already transcended over to the offline world. This online right style is one where a rejection of morality and nihilistic nonconformity reign supreme – all packaged in carnivalesque laughter and identity-bending “trolling” (Nagle 28-39). Even if counterculture and transgression used to be domains of the left, nowadays the nihilistic, fetishizing landscape of online humour is popularized via alt-right aligned message boards like 4chan (Nagle 28-39).Left-wing alternatives, encompassed by Nagle in the term “Tumblr liberalism”, were often described as “fragmented” through identitarianism and call-out-culture, enclosed in echo chambers, “nannying, language policing, and authoritarian” (68-85). This categorization has been rightfully criticized for reductionism that lumps together diverse political strands, focuses on form only, and omits the importance of subcultural logic in its caricature of the censorious left (Davies). However, it would be difficult to deny that this is exactly how the online left is, unfortunately, often perceived by the right and liberals/centrists alike, evidenced by its niche quality.The solutions to the problem of the right’s dominance in the memeosphere – and their Gramscian cultural hegemony – offered by Phillips and Milner could include disavowing fetishized sight while maintaining “slapdash, quippy, and Internet Ugly” qualities to deconstruct meme culture’s whiteness; Davies suggests that “if the left is to have the same degree of success in translating online cultures into political movements then it needs to understand both the online world and its own IRL history”.Nonetheless, some strands of the online left have been rather close in style and form to the ones of the alt-right, despite their clear difference of “stance” (Shifman 367). In this article, I demonstrate an example of a multi-faceted, united, witty, and countercultural meme leftism on PixelCanvas.io (PixelCanvas): a nearly unlimited online canvas, where anyone can place coloured pixels with an obligatory cooldown time after each. Intended for creative expression, PixelCanvas became a site of click-battles between organized dichotomous extremes of the left and the alt-right, and is swarmed with political imagery. The right’s use of this platform has been already examined by Thibault, well-fitting into the consensus about the efficiency of right-wing online activity. My focus is the rebuttal of alt-right imagery that the radical left replaces with their own.With a brief account of PixelCanvas’s affordances and recounting the recent history of its culture wars, I trace the hybrid leftist activity on PixelCanvas to argue that it is comparably grounded in dissimulation and transgression to the alt-right’s. Based on the case study, I explore how certain strands of online left might reappropriate the carnivalesque, deceptive, and countercultural meme culture sensibilities and forms, while simultaneously rejecting its “bigoted pollution” (Phillips and Milner) aspects. While arguably problematic, these new strategies might be necessary to combat the alt-right’s hegemony in the meme environment – and by extension, in popular culture.PixelCanvas as a Metapolitical Platform of Culture WarsPixelCanvas affords a blend of 4chan-style open-access, no-login anonymity and the importance of organized collective effort. As described by Thibault, it is an “online ‘game’ that allows players to colour pixels ..., either collaborating or competing for the control of the shared space” (102). The obligatory cooldown period on PixelCanvas results in most of the works requiring either dedication of long periods of time or collaboration: as such, the majority of canvas art has a “shared authorship” (102). As a space for creative expression, PixelCanvas encourages expressing aspects of genuine personal identity (political views, sexuality, etc.) albeit reduced to symbols and memes that rarely remain personal. Although the primary medium of information transfer on the platform is visual, brief written catchphrases are also utilized. While the canvas is not lacking in free areas, competition for space is prevalent: between political viewpoints, nationalist groups (Bakalım), and other communities (PixelCanvas.io).Given this setup, it might be expected that battling for hegemony took over the game. The affordances of PixelCanvas as accepting anonymous unmoderated expressions of identity/political views encourage dissimulation similarly to boards such as 4chan; its immediate visual/one-liner focus overlaps with the prerequisites of meme culture. Meanwhile, the game’s competition aspect leads to large-scale organization of polarized metapolitical groups and to imagery that is increasingly larger, more taboo-breaking, and playful: meant to catch the eye of a viewer before the opponents do. PixelCanvas, as such, is a platform fitting into transgressive, trolling, fetishizing, and “liberal” affordances of Internet culture: the same affordances that made it, according to Nagle or Phillips and Milner, into a space of desensitized white supremacy and right-wing dominance.Such a setup may seem to work in favour of the 4chan-style raids and against the supposed identitarianism of “Tumblr liberalism”. One could recall the importance of united collective efforts on 4chan: from meme-sharing to Gamergate raids (Beran). Meanwhile, suggested by Citarella, a problem of the online left is its fragmentation, and its “poorly organized and smaller followings” (10). As he observed on Politigram, “DemSocs, Syndicalists, ML’s, AnComs, … and so on, all hated each other. The online right was equally divided but managed to coordinate cultural agitations” (Citarella 10).Indeed, the platform displayed the effects of alt-right virality multiple times, involving creations of self-identified Kekistanis (KnowYourMeme), anarcho-capitalists, 4chan-aligned “bronies” (My Little Pony fans), etc. However, since 2017, the left joined the game, becoming another example of a united, well-organized and strongly participatory group, which continuously resists alt-right attacks and establishes its own raids, often gaining an upper hand.Named “Battle of Pixelgrad”, the influx of leftist activity began to combat the forming Reich Iron Cross posted by “a user on 4chan's /pol/” which has caught the attention of Leftbook/meme groups and subreddits (PLK Wiki) (Wrigley). The groups involved spanned “all beliefs under a unified socialist umbrella” (Pixel Liberation Front) ranging from communism through anarchism subtypes to identity politics: all associating with the “left unity” flag that they replaced the Iron Cross with. Their efforts against alt-right raids were coordinated through Discord servers and a public Facebook group. Soon, a Facebook page for Left Unity Fighting Front (LUFF) was set up, with the PixelCanvas flag in the banner and the description: “We decided to form the new rival of 4chan, LUFF. We are the new united front of the internet. Promoting left unity, trolling Nazis, and taking on sectarianism.”Figure 1: The ’Left Unity’ flag. Source: https://pixelcanvas.io/@-1554,3594.The concept of left unity has been criticised before, as one that would lead to “the co-optation of anarchism under a Marxist leadership”, charged with the history of anarchist-Bolshevik clashes in USSR, and marred by a “lack of willingness among some Marxists to actually engage with anarchists in legitimate debate” (Springer). Still, the PixelCanvas left unity is one of the rare instances of Marxist, anarchist, and other leftist online groups working together on rather equal grounds, without cracking down on discourse and historical contexts: which is afforded by a subcultural logic and focus on combating a common enemy. The PixelCanvas leftists support common projects, readily bending their beliefs/ identity to create an efficient community that can resist 4chan: self-identifying as an “allyship” with anonymous “soldiers”/comrades belonging together on the left side of the pixel “war” (Pixel Liberation Front). While the diversity of their beliefs is made clear through the variously aligned flags/thinkers they choose to represent with pixels, the union stands without in-fighting, emulating simplistic versions of history as a dichotomous struggle between left and right (which deliberately rejects centrism): from Nazi/communist battles to Cold War imagery. Although reductionist, this us/them thinking is especially necessary in the visual, time-sensitive, and competitive space of PixelCanvas. No matter how extreme the common projects are, what matters in the pixel war is camaraderie and defeating the enemy in the most striking manner possible. After all, the setup of the platform (and the immediacy of Internet culture) supports attention- grabbing transgression and memes better than nuanced discourse. Figure 2: Representation of the left uniting against Nazism and anarcho-capitalism. Source: https://pixelcanvas.io/@-143,-782.As of April 2020, hardly any Nazi/4chan/ancap imagery on PixelCanvas stands without being challenged by the Left Unity. Although some of the groups involved in Pixelgrad do not exist anymore, Discord servers (e.g. RedPixel) and Pixel Liberation Front (PLF) Facebook group remain, defending the platform from continued raids. These coordinating bodies are easily accessible to anyone willing to contribute (shall one wish for complete anonymity, they are also free to participate without joining the servers). Their efforts could be understood as “clicktivism” (Halupka); however, the involved leftists view it as a “war” (PLF) or “Memeolution” (Wrigley), an important way in which the “virality of right-wing populism” (Thibault) must be resisted. This use of language highlights their serious awareness of the need for combating the right’s digital hegemony, no matter how playful their activity seems.Even if this phenomenon is specific to PixelCanvas, one should acknowledge that the identity-bending unity of the left has been enough to challenge continued raids. Niche practices, as seen through 4chan, might break into the mainstream: according to Hobson and Modi, online spaces “are a rich recruiting ground for previously antithetical/apolitical young people” (345) who find refuge in memes and trolling. The agenda of the PixelCanvas left (counterplatforming activism) in this case differs from 4chan’s. However, the forms they assume to reach their goal are often “pithy, funny, or particularly striking” enough to potentially make one “pause to think, and/or laugh” (Hobson and Modi 345) regardless of political alignment.The Form, Content, and Stance of PixelCanvas Left ActivityDespite the unity in the organization of the PixelCanvas left, the approaches/strategies of its various pixel artworks are far from uniform. At the first sight, the creations of RedPixel members already appear as a multi-faceted (and potentially confusing) mixture of serious real-life agenda and playful Internet culture. Guided by Shifman’s communication-oriented typology of memes, I analyze the different “contents, forms, and stances” (367) that the PixelCanvas left displays in its creations. For analytical clarity, I distinguish three main approaches which overlap and play various roles in contributing to the collective image of RedPixel as simultaneously activist, serious, inclusive, and Internet-culture-savvy, transgressive, deceptive.The first approach of PixelCanvas leftist creations is most serious and least grounded in Internet culture. A portion of RedPixel activity directly reproduces real-life protest chants, posters, flags, murals, movement symbols, and portraits of leftist icons, with little alteration to the form other than pixelating. The contents of such creations vary, however, they remain serious and focused on real-life issues: voicing support for contemporary leftist movements (Black Lives Matter, pro-refugee, Rojava liberation, etc.), celebrating the countercultural, class-centric leftist history (anarchist, communist, socialist victories, thinkers, and revolutionaries), and representing a plethora of identities within hyper-inclusive flag clusters (of various sexualities, genders, and ethnicities). The stance of these images can be plausibly interpreted as charged with serious/genuine “keying” (Shifman 367), and “conative” (imperative) or “emotive” (367) functions. Within those images, the meme culture’s problematic affordances (“fetishization” and “liberalism” (Phillips and Milner)) are disavowed clearly: exemplified by a banner on the site suggesting that “just a meme” mentality created a shield for “meme Nazis” that led to the 2019 Christchurch mosque shooting. Although this strand of RedPixel’s works could be criticized as “humourless” and rather detached from the platform’s affordances, its role lies in displaying the connection to the real world with potential suggestions for mobilization, the awareness of meme culture’s problematic nature, and the image of radical left cooperation. Figure 3: The Christchurch memorial. Source: https://pixelcanvas.io/@-2815,3321. Figure 4: Posters and symbols in support of Rojava, Palestine liberation, and Black Lives Matter. Source: https://pixelcanvas.io/@5340,4121. Figure 5: Early Paris Commune poster reproduced on PixelCanvas. Source: https://pixelcanvas.io/@7629,2134. Figure 6: Example of a PixelCanvas hyper-inclusive flag cluster. Source: https://pixelcanvas.io/@2741,-3508.The second approach, while similar in the diversity of content, adopts memetic forms, and the light-hearted “harmless fun” of Internet culture. Through popular meme formats (molded to call for action), slang expressions, pop-cultural references (anime/cartoon/video game characters), to adopting “cutesy” aesthetics, these creations present identity politics, anti-fascism, and anti-capitalism in a light, aestheticized form. Popular characters, colourful art, and repetitive base colour schemes (red, black, rainbow) are likely to attract attention; recognition of the pop-cultural references, and of known meme formats might sustain it, urging one to focus on the only uncertain element: the politics behind it. Being visually and contextually appealing to online youth, this political-memetic imagery is well-adapted to the platform. Simultaneously, the carnivalesque forms contrast with the frequently more transgressive contents this approach employs. As a result, the tone of their work seems lighthearted even in its incitement to “kill the Nazis” and “eat the rich”. Clearly aware of the language of its opposition, RedPixel reacts similarly to how 4chan reacted to Tumblr liberalism: responding to “lightly thrown accusations” (Nagle) by intensifying them to the point where they can be seen as “owning” the labels they have been given – instead of “getting offended”. Through memes and reappropriated posters they present themselves as “Red Menace,” as a direct threat to 4channers, and as a “trigger-warning” club, using the existing criticisms to self-identify as formidable enemies of the right. While the transgression in RedPixel style often remains acceptable by radical left standards, it is certainly not the same as “virtue signalling”, “hypersensitive”, “vulnerable” Tumblr liberalism (Nagle 68–85); and it might be shocking or amoral to some. Much of their imagery is provocative: inciting violence, glorifying deeply problematic parts of communist history, using religious symbols in a potentially blasphemous way, supporting occultism/ Satanism, and explicitly amplifying (queer) sexuality. In the mix of (sometimes) extreme contents and forms that suggest a light-hearted attitude, it might be difficult to determine the keying of their stance. Although it is unlikely that RedPixel would avow politics they do not actually believe (given the activist, anti-fetishizing agenda of their first approach), their political choices are frequently amplified to their full “tankie” form, and even up to Stalin support: raising the question how much of it is serious intent masked with humour, and what could be written off as deliberate identity play, deceptive “trolling” and jokes, similar in style to 4chan’s. Figure 7: Revolution-inciting appropriation of a popular meme format. Source: https://pixelcanvas.io/@-1765,3376. Figure 8: Fictional characters Stevonnie (Steven Universe) and Cirno (Touhou) with leftist captions. Source: https://pixelcanvas.io/@-847,-748. Figure 9: Call for fighting fascism referencing a Pacman video game and Karl Marx. Source: https://pixelcanvas.io/@-712,-395. Figure 10: Joseph Stalin reimagined as a My Little Pony character. Source: https://pixelcanvas.io/@-1197,966. Figure 11: “A spectre is haunting Kekistan.” Source: https://pixelcanvas.io/@-2196,3248. Figure 12: “Trigger Warning Gun Club” badge. Source: https://pixelcanvas.io/@2741,-3508.Figure 13: “Have you heard that Nazis get vored?” anime catgirl. Source: https://pixelcanvas.io/@1684,928. Figure 14: Rainbow genitals on a former Kekistan flag. Source: https://pixelcanvas.io/@-2513,3221. Figure 15: “Eat the Rich — OK Boomer” wizard ghost. Source: https://pixelcanvas.io/@-4390,-697.The third approach can be read as a subset of the second: however, what distinguishes it is a clearly parodic stance and reappropriating of 4chan’s forms. The PixelCanvas activists, unlike the supposed “anti-free speech” left (Lukianoff and Haidt) do not try to get the alt-right imagery removed by others, and do not fully erase it. Instead, they repurpose 4chan memes and flags, ridiculing them or making them stand for leftist views. An unaware viewer could mistake their parodies of 4chan for parodies of the left made by 4chaners; the true stance sometimes only suggested by their placement within RedPixel-reclaimed areas. Communist and LGBTQ+ Pepes or Ponies, modified Kekistan flags, and even claiming that “the right can’t meme” all point to an interesting trend that instead of banning symbols associated with alt-right groups wants to exploit the malleability of memes: confusing and parodying their original content and stance while maintaining the form and style. This aim is perhaps best exemplified in the image The Greatest Game of Capture the Flag where Pepes in anarcho-communist, communist, and transgender Pride hoodies are escaping from a crying white man while carrying a 4chan flag. Interpreted in context, this image summarizes the new direction that leftists take against 4chan. This is a direction of left unity (with various strands of radical left maintaining their identities but establishing an overarching collective “allyship” identification), of mixing identity politics with classic ideologies, of reconciling Internet culture with IRL socio-political awareness, and finally, of reappropriating proven-effective play, dissimulation, and transgression from 4chan. Figure 16: Pride flag cluster with Pride-coloured Pepes. Source: https://pixelcanvas.io/@-1599,3516. Figure 17: Communist/anarchist thinkers and leaders reimagined as Pepes. Source: https://pixelcanvas.io/@-1885,3203. Figure 18: “The Right Can’t Meme.” Source: https://pixelcanvas.io/@-1885,3203. Figure 19: The reclaimed Kekistan area. Source: https://pixelcanvas.io/@-2439,3210. Figure 20: “The Greatest Game of Capture the Flag.” Source: https://pixelcanvas.io/@-1885,3203.ConclusionThe PixelCanvas left can serve as an example of a united stronghold which managed to counterplatform the alt-right: assuming dominance in 2017 to later rebuild and expand their pixel spheres of influence after each 4chan raid. Online culture wars are nowadays recognized as Gramscian in their roots: according to Burton, “the young people confronting this reactionary shift head-on with memes normalizing are … on the front lines of a culture war with global repercussions” (13). By far, this “war” for digital hegemony has been overwhelmingly evaluated as one that the alt-right is simply better at, due to the natural affordances of Internet culture. However, the “united front of the internet” “promoting left unity and trolling Nazis” (LUFF) exemplifies a possible direction which the online radical left could follow to take on 4chan’s digital dominance. This direction is complex and hybrid: with overlapping/combined approaches. The activities of PixelCanvas left include practices that are well-adapted to the immediate meme culture and those based on IRL movements; practices similar to 4chan’s problematic transgression and those that are activist, disavowing fetishized sight; serious practices and deceptive/ironic ones. Their 2017 PixelCanvas victory and later resistance persisting despite continuing raids might suggest that this strategy works, with the key to its coordination laying in the subcultural logic of an “allyship” that privileges fast-paced mobilization and swift comebacks over careful nuance: necessitated by meme culture affordances. Although only time can prove if this new left digital language will become more widespread, it has the potential to become an alternative to “hypersensitive Tumblr liberalism” and to challenge the idea that meme culture is doomed to be right-wing.ReferencesAndersson, Linus. “No Digital ‘Castles in the Air’: Online Non-Participation and the Radical Left.” Media and Communication 4.4 (2016): 53–62.Bakalım, Seyret. “Pixel io Türkiye vs Brezilya [Turkey vs Brazil] Pixel War.” YouTube, 23 June 2017. <https://www.youtube.com/watch?v=NsPHVNpB8Hg>.Beran, Dale. “4chan: The Skeleton Key to the Rise of Trump.” Medium, 14 Feb. 2017. <https://medium.com/@DaleBeran/4chan-the-skeleton-key-to-the-rise-of-trump-624e7cb798cb>.Burton, Julian. “Look at Us, We Have Anxiety: Youth, Memes, and the Power of Online Cultural Politics.” Journal of Childhood Studies 44.3 (2019): 3–17.Dankulous Memeulon. “The Left Can’t Meme.” UrbanDictionary, 11 May 2018. <https://www.urbandictionary.com/define.php?term=The%20Left%20can%27t%20Meme>.Davies, Josh. “Tumblr Liberalism’ vs the Serious Authentic Left: On Angela Nagle’s Kill All Normies.” Ceasefire Magazine, 8 Sep. 2017. <https://ceasefiremagazine.co.uk/tumblr-liberalism-authentic-left-review-kill-normies/>.Halupka, Max. “Clicktivism: A Systematic Heuristic.” Policy & Internet 6.2 (2014): 115–32.Hobson, Thomas, and Kaajal Modi. “Socialist Imaginaries and Queer Futures: Memes as Sites of Collective Imagining.” Post Memes: Seizing the Memes of Production. Eds. Alfie Bown and Dan Bristow. New York: Punctum Books, 2019. 327–52.KnowYourMeme. “Kekistan.” KnowYourMeme, 2017. <https://knowyourmeme.com/memes/kekistan>.Left Unity Fighting Front. “About.” Facebook, 6 July 2017. <https://www.facebook.com/pg/LeftUnityFightingFront/about/>.Lukianoff, Greg, and Jonathan Haidt. The Coddling of the American Mind. New York: Penguin Books, 2018.Nagle, Angela. Kill All Normies: Online Culture Wars from 4chan and Tumblr to Trump and the Alt-Right. Winchester, Washington: Zero Books, 2017.Phillips, Whitney, and Ryan M. Milner. “The Root of All Memes.” You Are Here, 27 Apr. 2020. <https://you-are-here.pubpub.org/pub/wsl350qp/release/1>.PixelCanvas. <https://pixelcanvas.io/>.PixelCanvas.io. “PixelCanvas.io | The Death of Pac-Man - The Void vs SDLG.” YouTube, 19 June 2017. <https://www.youtube.com/watch?v=gV70eV38z3A>.Pixel Liberation Front. “About.” Facebook, 8 June 2017. <https://www.facebook.com/groups/1933096136902765/about/>.PLK Wiki. “Battle of Pixelgrad.” PLK Wiki, 2017. <https://plk.fandom.com/wiki/Battle_of_Pixelgrad>.QueenButtrix. “Brocialist.” Urban Dictionary, 18 Sep. 2016. <https://www.urbandictionary.com/define.php?term=brocialist>.Shifman, Limor. “Memes in a Digital World: Reconciling with a Conceptual Troublemaker.” Journal of Computer-Mediated Communication 18.3 (2013): 362–377.Springer, Simon. “Who's Afraid of the Big Bad Anarchist? Rejecting Left Unity and Raising Hell in Radical Geography.” Anarchist Studies, 28 Jan. 2018. <https://anarchiststudies.noblogs.org/whos-afraid-of-the-big-bad-anarchist-rejecting-left-unity-and-raising-hell-in-radical-geography/>.Thibault, Mattia. “A Picture of the Internet: Conflict, Power and Politics on Pixelcanvas.” Virality and Morphogenesis of Right-Wing Internet Populism. Eds. Eva Kimminich and Julius Erdmann. Berlin: Peter Lang, 2018. 102–12.TheCissKing. “Tucute.” Urban Dictionary, 17 Jan. 2019. <https://www.urbandictionary.com/define.php?term=tucute>.Wrigley, Jack. “Battle of Pixelgrad.” YouTube, 24 July 2017. <https://www.youtube.com/watch?v=ZJa1Hi2j1_E>.

Introduction The research from which this piece derives explores political remix video (PRV), a genre in which remixers critique dominant discourses and power structures through guerrilla remixing of copyrighted footage (“What Is Political Remix Video?”). Specifically, I examined the works of political video remixer Elisa Kreisinger, whose queer remixes of shows such as Sex and the City and Mad Men received considerable attention between 2010 and the present. As a rhetoric scholar, I am attracted not only to the ways that remix functions discursively but also the ways in which remixers are constrained in their ability to argue, and what recourse they have in these situations of legal and technological constraint. Ultimately, many of these struggles play out on YouTube. This is unsurprising: many studies of YouTube and other user-generated content (UGC) platforms focus on the fact that commercial sites cannot constitute utopian, democratic, or free environments (Hilderbrand; Hess; Van Dijck). However, I find that, contrary to popular belief, YouTube’s commercial interests are not the primary factor limiting remixer agency. Rather, United States copyright law as enacted on YouTube has the most potential to inhibit remixers. This has led to many remixers becoming advocates for fair use, the provision in the Copyright Act of 1976 that allows for limited use of copyrighted content. With this in mind, I decided to delve more deeply into the framing of fair use by remixers and other advocates such as the Electronic Frontier Foundation (EFF) and the Center for Social Media. In studying discourses of fair use as they play out in the remix community, I find that the framing of fair use bears a striking similarity to what rhetoric scholars have termed vernacular discourse—a discourse emanating from a small segment of the larger civic community (Ono and Sloop 23). The vernacular is often framed as that which integrates the institutional or mainstream while simultaneously asserting its difference through appropriation and subversion. A video qualifies as fair use if it juxtaposes source material in a new way for the purposes of critique. In turn, a vernacular text asserts its “vernacularity” by taking up parts of pre-existing dominant institutional discourses in a way that resonates with a smaller community. My argument is that this tension between institutional and vernacular gives political remix video a multivalent argument—one that presents itself both in the text of the video itself as well as in the video’s status as a fair use of copyrighted material. Just as fair use represents the assertion of creator agency against unfair copyright law, vernacular discourse represents the assertion of a localised community within a world dominated by institutional discourses. In this way, remixers engage rights holders and other institutions in a pleasurable game of cat and mouse, a struggle to expose the boundaries of draconian copyright law. YouTube’s Commercial InterestsYouTube’s commercial interests operate at a level potentially invisible to the casual user. While users provide YouTube with content, they also provide the site with data—both metadata culled from their navigations of the site (page views, IP addresses) as well as member-provided data (such as real name and e-mail address). YouTube mines this data for a number of purposes—anything from interface optimisation to targeted advertising via Google’s AdSense. Users also perform a certain degree of labour to keep the site running smoothly, such as reporting videos that violate the Terms of Service, giving videos the thumbs up or thumbs down, and reporting spam comments. As such, users involved in YouTube’s participatory culture are also necessarily involved in the site’s commercial interests. While there are legitimate concerns regarding the privacy of personal information, especially after Google introduced policies in 2012 to facilitate a greater flow of information across all of their subsidiaries, it does not seem that this has diminished YouTube’s popularity (“Google: Privacy Policy”).Despite this, some make the argument that users provide the true benefit of UGC platforms like YouTube, yet reap few rewards, creating an exploitative dynamic (Van Dijck, 46). Two assumptions seem to underpin this argument: the first is that users do not desire to help these platforms prosper, the second is that users expect to profit from their efforts on the website. In response to these arguments, it’s worth calling attention to scholars who have used alternative economic models to account for user-platform coexistence. This is something that Henry Jenkins addresses in his recent book Spreadable Media, largely by focusing on assigning alternate sorts of value to user and fan labour—either the cultural worth of the gift, or the satisfaction of a job well done common to pre-industrial craftsmanship (61). However, there are still questions of how to account for participatory spaces in which labours of love coexist with massively profitable products. In service of this point, Jenkins calls up Lessig, who posits that many online networks operate as hybrid economies, which combine commercial and sharing economies. In a commercial economy, profit is the primary consideration, while a sharing economy is composed of participants who are there because they enjoy doing the work without any expectation of compensation (176). The strict separation between the two economies is, in Lessig’s estimation, essential to the hybrid economy’s success. While it would be difficult to incorporate these two economies together once each had been established, platforms like YouTube have always operated under the hybrid principle. YouTube’s users provide the site with its true value (through their uploading of content, provision of metadata, and use of the site), yet users do not come to YouTube with these tasks in mind—they come to YouTube because it provides an easy-to-use platform by which to share amateur creativity, and a community with whom to interact. Additionally, YouTube serves as the primary venue where remixers can achieve visibility and viral status—something Elisa Kreisinger acknowledged in our interviews (2012). However, users who are not concerned with broad visibility as much as with speaking to particular viewers may leave YouTube if they feel that the venue does not suit their content. Some feminist fan vidders, for instance, have withdrawn from YouTube due to what they perceived as a community who didn’t understand their work (Kreisinger, 2012). Additionally, Kreisinger ended up garnering many more views of her Queer Men remix on Vimeo due simply to the fact that the remix’s initial upload was blocked via YouTube’s Content ID feature. By the time Kreisinger had argued her case with YouTube, the Vimeo link had become the first stop for those viewing and sharing the remix, which received 72,000 views to date (“Queer Men”). Fair Use, Copyright, and Content IDThis instance points to the challenge that remixers face when dealing with copyright on YouTube, a site whose processes are not designed to accommodate fair use. Specifically, Title II, Section 512 of the DMCA (the Digital Millennium Copyright Act, passed in 1998) states that certain websites may qualify as “safe harbours” for copyright infringement if users upload the majority of the content to the site, or if the site is an information location service. These sites are insulated from copyright liability as long as they cooperate to some extent with rights holders. A common objection to Section 512 is that it requires media rights holders to police safe harbours in search of infringing content, rather than placing the onus on the platform provider (Meyers 939). In order to cooperate with Section 512 and rights holders, YouTube initiated the Content ID system in 2007. This system offers rights holders the ability to find and manage their content on the site by creating archives of footage against which user uploads are checked, allowing rights holders to automatically block, track, or monetise uses of their content (it is also worth noting that rights holders can make these responses country-specific) (“How Content ID Works”). At the current time, YouTube has over 15 million reference files against which it checks uploads (“Statistics - YouTube”). Thus, it’s fairly common for uploaded work to get flagged as a violation, especially when that work is a remix of popular institutional footage. If an upload is flagged by the Content ID system, the user can dispute the match, at which point the rights holder has the opportunity to either allow the video through, or to issue a DMCA takedown notice. They can also sue at any point during this process (“A Guide to YouTube Removals”). Content ID matches are relatively easy to dispute and do not generally require legal intervention. However, disputing these automatic takedowns requires users to be aware of their rights to fair use, and requires rights holders to acknowledge a fair use (“YouTube Removals”). This is only compounded by the fact that fair use is not a clearly defined right, but rather a vague provision relying on a balance between four factors: the purpose of the use, character of the work, the amount used, and the effect on the market value of the original (“US Copyright Office–Fair Use”). As Aufderheide and Jaszi observed in 2008, the rejection of videos for Content ID matches combined with the vagaries of fair use has a chilling effect on user-generated content. Rights Holders versus RemixersRights holders’ objections to Section 512 illustrate the ruling power dynamic in current intellectual property disputes: power rests with institutional rights-holding bodies (the RIAA, the MPAA) who assert their dominance over DMCA safe harbours such as YouTube (who must cooperate to stay in business) who, in turn, exert power over remixers (the lowest on the food chain, so to speak). Beyond the observed chilling effect of Content ID, remix on YouTube is shot through with discursive struggle between these rights-holding bodies and remixers attempting to express themselves and reach new communities. However, this has led political video remixers to become especially vocal when arguing for their uses of content. For instance, in the spring of 2009, Elisa Kreisinger curated a show entitled “REMOVED: The Politics of Remix Culture” in which blocked remixes screened alongside the remixers’ correspondence with YouTube. Kreisinger writes that each of these exchanges illustrate the dynamic between rights holders and remixers: “Your video is no longer available because FOX [or another rights-holding body] has chosen to block it (“Remixed/Removed”). Additionally, as Jenkins notes, even Content ID on YouTube is only made available to the largest rights holders—smaller companies must still go through an official DMCA takedown process to report infringement (Spreadable 51). In sum, though recent technological developments may give the appearance of democratising access to content, when it comes to policing UGC, technology has made it easier for the largest rights holders to stifle the creation of content.Additionally, it has been established that rights holders do occasionally use takedowns abusively, and recent court cases—specifically Lenz v. Universal Music Corp.—have established the need for rights holders to assess fair use in order to make a “good faith” assertion that users intend to infringe copyright prior to issuing a takedown notice. However, as Joseph M. Miller notes, the ruling fails to rebalance the burdens and incentives between rights holders and users (1723). This means that while rights holders are supposed to take fair use into account prior to issuing takedowns, there is no process in place that either effectively punishes rights holders who abuse copyright, or allows users to defend themselves without the possibility of massive financial loss (1726). As such, the system currently in place does not disallow or discourage features like Content ID, though cases like Lenz v. Universal indicate a push towards rebalancing the burden of determining fair use. In an effort to turn the tables, many have begun arguing for users’ rights and attempting to parse fair use for the layperson. The Electronic Frontier Foundation (EFF), for instance, has espoused an “environmental rhetoric” of fair use, casting intellectual property as a resource for users (Postigo 1020). Additionally, they have created practical guidelines for UGC creators dealing with DMCA takedowns and Content ID matches on YouTube. The Center for Social Media has also produced a number of fair use guides tailored to different use cases, one of which targeted online video producers. All of these efforts have a common goal: to educate content creators about the fair use of copyrighted content, and then to assert their use as fair in opposition to large rights-holding institutions (though they caution users against unfair uses of content or making risky legal moves that could lead to lawsuits). In relation to remix specifically, this means that remixers must differentiate themselves from institutional, commercial content producers, standing up both for the argument contained in their remix as well as their fair use of copyrighted content.In their “Code of Best Practices for Fair Use in Online Video,” the Center for Social Media note that an online video qualifies as a fair use if (among other things) it critiques copyrighted material and if it “recombines elements to make a new work that depends for its meaning on (often unlikely) relationships between the elements” (8). These two qualities are also two of the defining qualities of political remix video. For instance, they write that work meets the second criteria if it creates “new meaning by juxtaposition,” noting that in these cases “the recombinant new work has a cultural identity of its own and addresses an audience different from those for which its components were intended” (9). Remixes that use elements of familiar sources in unlikely combinations, such as those made by Elisa Kreisinger, generally seek to reach an audience who are familiar with the source content, but also object to it. Sex and the City, for instance, while it initially seemed willing to take on previously “taboo” topics in its exploration of dating in Manhattan, ended with each of the heterosexual characters paired with an opposite sex partner, and forays from this heteronormative narrative were contained either within in one-off episodes or tokenised gay characters. For this reason, Kreisinger noted that the intended audience for Queer Carrie were the queer and feminist viewers of Sex and the City who felt that the show was overly normative and exclusionary (Kreisinger, Art:21). As a result, the target audience of these remixes is different from the target audience of the source material—though the full nuance of the argument is best understood by those familiar with the source. Thus, the remix affirms the segment of the viewing community who saw only tokenised representations of their identity in the source text, and in so doing offers a critique of the original’s heteronormative focus.Fair Use and the VernacularVernacular discourse, as broadly defined by Kent A. Ono and John M. Sloop, refers to discourses that “emerge from discussions between members of self-identified smaller communities within the larger civic community.” It operates partially through appropriating dominant discourses in ways better suited to the vernacular community, through practices of pastiche and cultural syncretism (23). In an effort to better describe the intricacies of this type of discourse, Robert Glenn Howard theorised a hybrid “dialectical vernacular” that oscillates between institutional and vernacular discourse. This hybridity arises from the fact that the institutional and the vernacular are fundamentally inseparable, the vernacular establishing its meaning by asserting itself against the institutional (Howard, Toward 331). When put into use online, this notion of a “dialectical vernacular” is particularly interesting as it refers not only to the content of vernacular messages but also to their means of production. Howard notes that discourse embodying the dialectical vernacular is by nature secondary to institutional discourse, that the institutional must be clearly “structurally prior” (Howard, Vernacular 499). With this in mind it is unsurprising that political remix video—which asserts its secondary nature by calling upon pre-existing copyrighted content while simultaneously reaching out to smaller segments of the civic community—would qualify as a vernacular discourse.The notion of an institutional source’s structural prevalence also echoes throughout work on remix, both in practical guides such as the Center for Social Media’s “Best Practices” as well as in more theoretical takes on remix, like Eduardo Navas’ essay “Turbulence: Remixes + Bonus Beats,” in which he writes that:In brief, the remix when extended as a cultural practice is a second mix of something pre-existent; the material that is mixed for a second time must be recognized, otherwise it could be misunderstood as something new, and it would become plagiarism […] Without a history, the remix cannot be Remix. An elegant theoretical concept, this becomes muddier when considered in light of copyright law. If the history of remix is what gives it its meaning—the source text from which it is derived—then it is this same history that makes a fair use remix vulnerable to DMCA takedowns and other forms of discipline on YouTube. However, as per the criteria outlined by the Center for Social Media, it is also from this ironic juxtaposition of institutional sources that the remix object establishes its meaning, and thus its vernacularity. In this sense, the force of a political remix video’s argument is in many ways dependent on its status as an object in peril: vulnerable to the force of a law that has not yet swung in its favor, yet subversive nonetheless.With this in mind, YouTube and other UGC platforms represent a fraught layer of mediation between institutional and vernacular. As a site for the sharing of amateur video, YouTube has the potential to affirm small communities as users share similar videos, follow one particular channel together, or comment on videos posted by people in their networks. However, YouTube’s interface (rife with advertisements, constantly reminding users of its affiliation with Google) and cooperation with rights holders establish it as an institutional space. As such, remixes on the site are already imbued with the characteristic hybridity of the dialectical vernacular. This is especially true when the remixers (as in the case of PRV) have made the conscious choice to advocate for fair use at the same time that they distribute remixes dealing with other themes and resonating with other communities. ConclusionPolitical remix video sits at a fruitful juncture with regard to copyright as well as vernacularity. Like almost all remix, it makes its meaning through juxtaposing sources in a unique way, calling upon viewers to think about familiar texts in a new light. This creation invokes a new audience—a quality that makes it both vernacular and also a fair use of content. Given that PRV is defined by the “guerrilla” use of copyrighted footage, it has the potential to stand as a political statement outside of the thematic content of the remix simply due to the nature of its composition. This gives PRV tremendous potential for multivalent argument, as a video can simultaneously represent a marginalised community while advocating for copyright reform. This is only reinforced by the fact that many political video remixers have become vocal in advocating for fair use, asserting the strength of their community and their common goal.In addition to this argumentative richness, PRV’s relation to fair use and vernacularity exposes the complexity of the remix form: it continually oscillates between institutional affiliations and smaller vernacular communities. However, the hybridity of these remixes produces tension, much of which manifests on YouTube, where videos are easily responded to and challenged by both institutuional and vernacular authorities. In addition, a tension exists in the remix text itself between the source and the new, remixed message. Further research should attend to these areas of tension, while also exploring the tenacity of the remix community and their ability to advocate for themselves while circumventing copyright law.References“About Political Remix Video.” Political Remix Video. 15 Feb. 2012. ‹http://www.politicalremixvideo.com/what-is-political-remix/›.Aufderheide, Patricia, and Peter Jaszi. Reclaiming Fair Use: How to Put Balance Back in Copyright. Chicago: U of Chicago P, 2008. Kindle.“Code of Best Practices for Fair Use in Online Video.” The Center For Social Media, 2008. Van Dijck, José. “Users like You? Theorizing Agency in User-Generated Content.” Media Culture Society 31 (2009): 41-58.“A Guide to YouTube Removals,” The Electronic Frontier Foundation, 15 June 2013 ‹https://www.eff.org/issues/intellectual-property/guide-to-YouTube-removals›.Hilderbrand, Lucas. “YouTube: Where Cultural Memory and Copyright Converge.” Film Quarterly 61.1 (2007): 48-57.Howard, Robert Glenn. “The Vernacular Web of Participatory Media.” Critical Studies in Media Communication 25.5 (2008): 490-513.Howard, Robert Glenn. “Toward a Theory of the World Wide Web Vernacular: The Case for Pet Cloning.” Journal of Folklore Research 42.3 (2005): 323-60.“How Content ID Works.” YouTube. 21 June 2013. ‹https://support.google.com/youtube/answer/2797370?hl=en›.Jenkins, Henry, Sam Ford, and Joshua Green. Spreadable Media: Creating Value and Meaning in a Networked Culture. New York: New York U P, 2013. Jenkins, Henry. Convergence Culture: Where Old and New Media Collide. New York: New York U P, 2006. Kreisinger, Elisa. Interview with Nick Briz. Art:21. Art:21, 30 June 2011. 21 June 2013.Kreisinger, Elisa. “Queer Video Remix and LGBTQ Online Communities,” Transformative Works and Cultures 9 (2012). 19 June 2013 ‹http://journal.transformativeworks.org/index.php/twc/article/view/395/264›.Kreisinger, Elisa. Pop Culture Pirate. < http://www.popculturepirate.com/ >.Lessig, Lawrence. Remix: Making Art and Commerce Thrive in the Hybrid Economy. New York: Penguin Books, 2008. PDF.Meyers, B.G. “Filtering Systems or Fair Use? A Comparative Analysis of Proposed Regulations for User-Generated Content.” Cardozo Arts & Entertainment Law Journal 26.3: 935-56.Miller, Joseph M. “Fair Use through the Lenz of § 512(c) of the DMCA: A Preemptive Defense to a Premature Remedy?” Iowa Law Review 95 (2009-2010): 1697-1729.Navas, Eduardo. “Turbulence: Remixes + Bonus Beats.” New Media Fix 1 Feb. 2007. 10 June 2013 ‹http://newmediafix.net/Turbulence07/Navas_EN.html›.Ono, Kent A., and John M. Sloop. Shifting Borders: Rhetoric, Immigration and California’s Proposition 187. Philadelphia: Temple U P, 2002.“Privacy Policy – Policies & Principles.” Google. 19 June 2013 ‹http://www.google.com/policies/privacy/›.Postigo, Hector. “Capturing Fair Use for The YouTube Generation: The Digital Rights Movement, the Electronic Frontier Foundation, and the User-Centered Framing of Fair Use.” Information, Communication & Society 11.7 (2008): 1008-27.“Statistics – YouTube.” YouTube. 21 June 2013 ‹http://www.youtube.com/yt/press/statistics.html›.“US Copyright Office: Fair Use,” U.S. Copyright Office. 19 June 2013 ‹http://www.copyright.gov/fls/fl102.html›.“YouTube Help.” YouTube FAQ. 19 June 2013 ‹http://support.google.com/youtube/?hl=en&topic=2676339&rd=2›.

Introduction In The World Is Not a Desktop, Marc Weisner, the principal scientist and manager of the computer science laboratory at Xerox PARC, stated that, “a good tool is an invisible tool.” Weisner cited eyeglasses as an ideal technology because with spectacles, he argued, “you look at the world, not the eyeglasses.” Although Weisner’s work at PARC played an important role in the creation of the field of “ubiquitous computing”, his ideal is widespread in many areas of technology design. Through repetition, and by design, technologies blend into our lives. While technologies, and communications technologies in particular, have a powerful mediating impact, many of the most pervasive effects are taken for granted by most users. When technology works smoothly, its nature and effects are invisible. But technologies do not always work smoothly. A tiny fracture or a smudge on a lens renders glasses quite visible to the wearer. The Microsoft Windows “Blue Screen of Death” on subway in Seoul (Photo credit Wikimedia Commons). Anyone who has seen a famous “Blue Screen of Death”—the iconic signal of a Microsoft Windows crash—on a public screen or terminal knows how errors can thrust the technical details of previously invisible systems into view. Nobody knows that their ATM runs Windows until the system crashes. Of course, the operating system chosen for a sign or bank machine has important implications for its users. Windows, or an alternative operating system, creates affordances and imposes limitations. Faced with a crashed ATM, a consumer might ask herself if, with its rampant viruses and security holes, she should really trust an ATM running Windows? Technologies make previously impossible actions possible and many actions easier. In the process, they frame and constrain possible actions. They mediate. Communication technologies allow users to communicate in new ways but constrain communication in the process. In a very fundamental way, communication technologies define what their users can say, to whom they say it, and how they can say it—and what, to whom, and how they cannot. Humanities scholars understand the power, importance, and limitations of technology and technological mediation. Weisner hypothesised that, “to understand invisibility the humanities and social sciences are especially valuable, because they specialise in exposing the otherwise invisible.” However, technology activists, like those at the Free Software Foundation (FSF) and the Electronic Frontier Foundation (EFF), understand this power of technology as well. Largely constituted by technical members, both organisations, like humanists studying technology, have struggled to communicate their messages to a less-technical public. Before one can argue for the importance of individual control over who owns technology, as both FSF and EFF do, an audience must first appreciate the power and effect that their technology and its designers have. To understand the power that technology has on its users, users must first see the technology in question. Most users do not. Errors are under-appreciated and under-utilised in their ability to reveal technology around us. By painting a picture of how certain technologies facilitate certain mistakes, one can better show how technology mediates. By revealing errors, scholars and activists can reveal previously invisible technologies and their effects more generally. Errors can reveal technology—and its power and can do so in ways that users of technologies confront daily and understand intimately. The Misprinted Word Catalysed by Elizabeth Eisenstein, the last 35 years of print history scholarship provides both a richly described example of technological change and an analysis of its effects. Unemphasised in discussions of the revolutionary social, economic, and political impact of printing technologies is the fact that, especially in the early days of a major technological change, the artifacts of print are often quite similar to those produced by a new printing technology’s predecessors. From a reader’s purely material perspective, books are books; the press that created the book is invisible or irrelevant. Yet, while the specifics of print technologies are often hidden, they are often exposed by errors. While the shift from a scribal to print culture revolutionised culture, politics, and economics in early modern Europe, it was near-invisible to early readers (Eisenstein). Early printed books were the same books printed in the same way; the early press was conceived as a “mechanical scriptorium.” Shown below, Gutenberg’s black-letter Gothic typeface closely reproduced a scribal hand. Of course, handwriting and type were easily distinguishable; errors and irregularities were inherent in relatively unsteady human hands. Side-by-side comparisons of the hand-copied Malmesbury Bible (left) and the black letter typeface in the Gutenberg Bible (right) (Photo credits Wikimedia Commons & Wikimedia Commons). Printing, of course, introduced its own errors. As pages were produced en masse from a single block of type, so were mistakes. While a scribe would re-read and correct errors as they transcribed a second copy, no printing press would. More revealingly, print opened the door to whole new categories of errors. For example, printers setting type might confuse an inverted n with a u—and many did. Of course, no scribe made this mistake. An inverted u is only confused with an n due to the technological possibility of letter flipping in movable type. As print moved from Monotype and Linotype machines, to computerised typesetting, and eventually to desktop publishing, an accidentally flipped u retreated back into the realm of impossibility (Mergenthaler, Swank). Most readers do not know how their books are printed. The output of letterpresses, Monotypes, and laser printers are carefully designed to produce near-uniform output. To the degree that they succeed, the technologies themselves, and the specific nature of the mediation, becomes invisible to readers. But each technology is revealed in errors like the upside-down u, the output of a mispoured slug of Monotype, or streaks of toner from a laser printer. Changes in printing technologies after the press have also had profound effects. The creation of hot-metal Monotype and Linotype, for example, affected decisions to print and reprint and changed how and when it is done. New mass printing technologies allowed for the printing of works that, for economic reasons, would not have been published before. While personal computers, desktop publishing software, and laser printers make publishing accessible in new ways, it also places real limits on what can be printed. Print runs of a single copy—unheard of before the invention of the type-writer—are commonplace. But computers, like Linotypes, render certain formatting and presentation difficult and impossible. Errors provide a space where the particulars of printing make technologies visible in their products. An inverted u exposes a human typesetter, a letterpress, and a hasty error in judgment. Encoding errors and botched smart quotation marks—a ? in place of a “—are only possible with a computer. Streaks of toner are only produced by malfunctioning laser printers. Dust can reveal the photocopied provenance of a document. Few readers reflect on the power or importance of the particulars of the technologies that produced their books. In part, this is because the technologies are so hidden behind their products. Through errors, these technologies and the power they have on the “what” and “how” of printing are exposed. For scholars and activists attempting to expose exactly this, errors are an under-exploited opportunity. Typing Mistyping While errors have a profound effect on media consumption, their effect is equally important, and perhaps more strongly felt, when they occur during media creation. Like all mediating technologies, input technologies make it easier or more difficult to create certain messages. It is, for example, much easier to write a letter with a keyboard than it is to type a picture. It is much more difficult to write in languages with frequent use of accents on an English language keyboard than it is on a European keyboard. But while input systems like keyboards have a powerful effect on the nature of the messages they produce, they are invisible to recipients of messages. Except when the messages contains errors. Typists are much more likely to confuse letters in close proximity on a keyboard than people writing by hand or setting type. As keyboard layouts switch between countries and languages, new errors appear. The following is from a personal email: hez, if there’s not a subversion server handz, can i at least have the root password for one of our machines? I read through the instructions for setting one up and i think i could do it. [emphasis added] The email was quickly typed and, in two places, confuses the character y with z. Separated by five characters on QWERTY keyboards, these two letters are not easily mistaken or mistyped. However, their positions are swapped on German and English keyboards. In fact, the author was an American typing in a Viennese Internet cafe. The source of his repeated error was his false expectations—his familiarity with one keyboard layout in the context of another. The error revealed the context, both keyboard layouts, and his dependence on a particular keyboard. With the error, the keyboard, previously invisible, was exposed as an inter-mediator with its own particularities and effects. This effect does not change in mobile devices where new input methods have introduced powerful new ways of communicating. SMS messages on mobile phones are constrained in length to 160 characters. The result has been new styles of communication using SMS that some have gone so far as to call a new language or dialect called TXTSPK (Thurlow). Yet while they are obvious to social scientists, the profound effects of text message technologies on communication is unfelt by most users who simply see the messages themselves. More visible is the fact that input from a phone keypad has opened the door to errors which reveal input technology and its effects. In the standard method of SMS input, users press or hold buttons to cycle through the letters associated with numbers on a numeric keyboard (e.g., 2 represents A, B, and C; to produce a single C, a user presses 2 three times). This system makes it easy to confuse characters based on a shared association with a single number. Tegic’s popular T9 software allows users to type in words by pressing the number associated with each letter of each word in quick succession. T9 uses a database to pick the most likely word that maps to that sequence of numbers. While the system allows for quick input of words and phrases on a phone keypad, it also allows for the creation of new types of errors. A user trying to type me might accidentally write of because both words are mapped to the combination of 6 and 3 and because of is a more common word in English. T9 might confuse snow and pony while no human, and no other input method, would. Users composing SMS’s are constrained by its technology and its design. The fact that text messages must be short and the difficult nature of phone-based input methods has led to unique and highly constrained forms of communication like TXTSPK (Sutherland). Yet, while the influence of these input technologies is profound, users are rarely aware of it. Errors provide a situation where the particularities of a technology become visible and an opportunity for users to connect with scholars exposing the effect of technology and activists arguing for increased user control. Google News Denuded As technologies become more complex, they often become more mysterious to their users. While not invisible, users know little about the way that complex technologies work both because they become accustomed to them and because the technological specifics are hidden inside companies, behind web interfaces, within compiled software, and in “black boxes” (Latour). Errors can help reveal these technologies and expose their nature and effects. One such system, Google’s News, aggregates news stories and is designed to make it easy to read multiple stories on the same topic. The system works with “topic clusters” that attempt to group articles covering the same news event. The more items in a news cluster (especially from popular sources) and the closer together they appear in time, the higher confidence Google’s algorithms have in the “importance” of a story and the higher the likelihood that the cluster of stories will be listed on the Google News page. While the decision to include or remove individual sources is made by humans, the act of clustering is left to Google’s software. Because computers cannot “understand” the text of the articles being aggregated, clustering happens less intelligently. We know that clustering is primarily based on comparison of shared text and keywords—especially proper nouns. This process is aided by the widespread use of wire services like the Associated Press and Reuters which provide article text used, at least in part, by large numbers of news sources. Google has been reticent to divulge the implementation details of its clustering engine but users have been able to deduce the description above, and much more, by watching how Google News works and, more importantly, how it fails. For example, we know that Google News looks for shared text and keywords because text that deviates heavily from other articles is not “clustered” appropriately—even if it is extremely similar semantically. In this vein, blogger Philipp Lenssen gives advice to news sites who want to stand out in Google News: Of course, stories don’t have to be exactly the same to be matched—but if they are too different, they’ll also not appear in the same group. If you want to stand out in Google News search results, make your article be original, or else you’ll be collapsed into a cluster where you may or may not appear on the first results page. While a human editor has no trouble understanding that an article using different terms (and different, but equally appropriate, proper nouns) is discussing the same issue, the software behind Google News is more fragile. As a result, Google News fails to connect linked stories that no human editor would miss. A section of a screenshot of Google News clustering aggregation showcasing what appears to be an error. But just as importantly, Google News can connect stories that most human editors will not. Google News’s clustering of two stories by Al Jazeera on how “Iran offers to share nuclear technology,” and by the Guardian on how “Iran threatens to hide nuclear program,” seem at first glance to be a mistake. Hiding and sharing are diametrically opposed and mutually exclusive. But while it is true that most human editors would not cluster these stories, it is less clear that it is, in fact, an error. Investigation shows that the two articles are about the release of a single statement by the government of Iran on the same day. The spin is significant enough, and significantly different, that it could be argued that the aggregation of those stories was incorrect—or not. The error reveals details about the way that Google News works and about its limitations. It reminds readers of Google News of the technological nature of their news’ meditation and gives them a taste of the type of selection—and mis-selection—that goes on out of view. Users of Google News might be prompted to compare the system to other, more human methods. Ultimately it can remind them of the power that Google News (and humans in similar roles) have over our understanding of news and the world around us. These are all familiar arguments to social scientists of technology and echo the arguments of technology activists. By focusing on similar errors, both groups can connect to users less used to thinking in these terms. Conclusion Reflecting on the role of the humanities in a world of increasingly invisible technology for the blog, “Humanities, Arts, Science and Technology Advanced Collaboratory,” Duke English professor Cathy Davidson writes: When technology is accepted, when it becomes invisible, [humanists] really need to be paying attention. This is one reason why the humanities are more important than ever. Analysis—qualitative, deep, interpretive analysis—of social relations, social conditions, in a historical and philosophical perspective is what we do so well. The more technology is part of our lives, the less we think about it, the more we need rigorous humanistic thinking that reminds us that our behaviours are not natural but social, cultural, economic, and with consequences for us all. Davidson concisely points out the strength and importance of the humanities in evaluating technology. She is correct; users of technologies do not frequently analyse the social relations, conditions, and effects of the technology they use. Activists at the EFF and FSF argue that this lack of critical perspective leads to exploitation of users (Stallman). But users, and the technology they use, are only susceptible to this type of analysis when they understand the applicability of these analyses to their technologies. Davidson leaves open the more fundamental question: How will humanists first reveal technology so that they can reveal its effects? Scholars and activists must do more than contextualise and describe technology. They must first render invisible technologies visible. As the revealing nature of errors in printing systems, input systems, and “black box” software systems like Google News show, errors represent a point where invisible technology is already visible to users. As such, these errors, and countless others like them, can be treated as the tip of an iceberg. They represent an important opportunity for humanists and activists to further expose technologies and the beginning of a process that aims to reveal much more. References Davidson, Cathy. “When Technology Is Invisible, Humanists Better Get Busy.” HASTAC. (2007). 1 September 2007 http://www.hastac.org/node/779>. Eisenstein, Elisabeth L. The Printing Press as an Agent of Change: Communications and Cultural Transformations in Early-Modern Europe. Cambridge, UK: Cambridge University Press, 1979. Latour, Bruno. Pandora’s Hope: Essays on the Reality of Science Studies. Harvard UP, 1999. Lenssen, Philipp. “How Google News Indexes.” Google Blogscoped. 2006. 1 September 2007 http://blogoscoped.com/archive/2006-07-28-n49.html>. Mergenthaler, Ottmar. The Biography of Ottmar Mergenthaler, Inventor of the Linotype. New ed. New Castle, Deleware: Oak Knoll Books, 1989. Monotype: A Journal of Composing Room Efficiency. Philadelphia: Lanston Monotype Machine Co, 1913. Stallman, Richard M. Free Software, Free Society: Selected Essays of Richard M. Stallman. Boston, Massachusetts: Free Software Foundation, 2002. Sutherland, John. “Cn u txt?” Guardian Unlimited. London, UK. 2002. Swank, Alvin Garfield, and United Typothetae America. Linotype Mechanism. Chicago, Illinois: Dept. of Education, United Typothetae America, 1926. Thurlow, C. “Generation Txt? The Sociolinguistics of Young People’s Text-Messaging.” Discourse Analysis Online 1.1 (2003). Weiser, Marc. “The World Is Not a Desktop.” ACM Interactions. 1.1 (1994): 7-8. Citation reference for this article MLA Style Hill, Benjamin Mako. "Revealing Errors." M/C Journal 10.5 (2007). echo date('d M. Y'); ?> <http://journal.media-culture.org.au/0710/01-hill.php>. APA Style Hill, B. (Oct. 2007) "Revealing Errors," M/C Journal, 10(5). Retrieved echo date('d M. Y'); ?> from <http://journal.media-culture.org.au/0710/01-hill.php>.

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

In a field of study as well-established as the Gothic, it is surprising how much contention there is over precisely what that term refers to. Is Gothic a genre, for example, or a mode? Should it be only applicable to literary and film texts that deal with tropes of haunting and trauma set in a gloomy atmosphere, or might it meaningfully be applied to other cultural forms of production, such as music or animation? Can television shows aimed at children be considered Gothic? What about food? When is something “Gothic” and when is it “horror”? Is there even a difference? The Gothic as a phenomenon is commonly identified as beginning with Horace Walpole’s novel The Castle of Otranto (1764), which was followed by Clara Reeve’s The Old English Baron (1778), the romances of Ann Radcliffe and Matthew Lewis’ The Monk (1796). Nineteenth-century Gothic literature was characterised by “penny dreadfuls” and novels such as Mary Shelley’s Frankenstein (1818) and Bram Stoker’s Dracula (1897). Frequently dismissed as sensational and escapist, the Gothic has experienced a critical revival in recent decades, beginning with the feminist revisionism of the 1970s by critics such as Ellen Moers, Sandra M. Gilbert and Susan Gubar. With the appearance of studies such as David Punter’s The Literature of Terror (1980), Gothic literature became a reputable field of scholarly research, with critics identifying suburban Gothic, imperial Gothic, postcolonial Gothic and numerous national Gothics, including Irish Gothic and the Gothic of the American South. Furthermore, as this special edition on Gothic shows, the Gothic is by no means limited to literature, with film, television, animation and music all partaking of the Gothic inflection. Indeed, it would be unwise to negate the ways in which the Gothic has developed to find fertile ground beyond the bounds of literature. In our media-centred twenty-first century, the Gothic has colonised different forms of expression, where the impact left by literary works, that were historically the centre of the Gothic itself, is all but a legacy. Film, in particular, has a close connection to the Gothic, where the works of, for instance, Tim Burton, have shown the representative potential of the Gothic mode; the visual medium of film, of course, has a certain experiential immediacy that marries successfully with the dark aesthetics of the Gothic, and its connections to representing cultural anxieties and desires (Botting). The analysis of Gothic cinema, in its various and extremely international incarnations, has now established itself as a distinct area of academic research, where prominent Gothic scholars such as Ken Gelder—with the recent publication of his New Vampire Cinema (2012)—continue to lead the way to advance Gothic scholarship outside of the traditional bounds of the literary.As far as cinema is concerned, one cannot negate the interconnections, both aesthetic and conceptual, between traditional Gothic representation and horror. Jerrold Hogle has clearly identified the mutation and transformation of the Gothic from a narrative solely based on “terror”, to one that incorporates elements of “horror” (Hogle 3). While the separation between the two has a long-standing history—and there is no denying that both the aesthetics and the politics of horror and the Gothic can be fundamentally different—one has to be attuned to the fact that, in our contemporary moment, the two often tend to merge and intersect, often forming hybrid visions of the Gothic, with cinematic examples such as Guillermo Del Toro’s Pan’s Labyrinth (2006) playing testament to this. Indeed, the newly formed representations of “Gothic Horror” and “Gothic Terror” alerts us to the mutable and malleable nature of the Gothic itself, an adaptable mode that is always contextually based. Film is not, however, the only non-literary medium that has incorporated elements of the Gothic over the years. Other visual representations of the Gothic abound in the worlds of television, animation, comics and graphic novels. One must only think here of the multiple examples of recent television series that have found fruitful connections with both the psychologically haunting aspects of Gothic terror, and the gory and grisly visual evocations of Gothic horror: the list is long and diverse, and includes Dexter (2006-2013), Hannibal (2013-), and Penny Dreadful (2014-), to mention but a few. The animation front —in its multiple in carnations —has similarly been entangled with Gothic tropes and concerns, a valid interconnection that is visible both in cinematic and television examples, from The Corpse Bride (2005) to Coraline (2009) and Frankenweeinie (2012). Comics and graphics also have a long-standing tradition of exploiting the dark aesthetics of the Gothic mode, and its sensationalist connections to horror; the instances from this list pervade the contemporary media scope, and feature the inclusion of Gothicised ambiences and characters in both singular graphic novels and continuous comics —such as the famous Arkham Asylum (1989) in the ever-popular Batman franchise. The inclusion of these multi-media examples here is only representative, and it is an almost prosaic accent in a list of Gothicised media that extends to great bounds, and also includes the worlds of games and music. The scholarship, for its part, has not failed to pick up on the transformations and metamorphoses that the Gothic mode has undergone in recent years. The place of both Gothic horror and Gothic terror in a multi-media context has been critically evaluated in detail, and continues to attract academic attention, as the development of the multi-genre and multi-medium journey of the Gothic unfolds. Indeed, this emphasis is now so widespread that a certain canonicity has developed for the study of the Gothic in media such as television, extending the reach of Gothic Studies into the wider popular culture scope. Critical texts that have recently focused on identifying the Gothic in media beyond not only literature, but also film, include Helen Wheatley’s Gothic Television (2007), John C. Tibbetts’ The Gothic Imagination: Conversation of Fantasy, Horror, and Science Fiction in the Media (2011), and Julia Round’s Gothic in Comics and Graphic Novels (2014). Critics often suggest that the Gothic returns at moments of particular cultural crisis, and if this is true, it seems as if we are in such a moment ourselves. Popular television shows such as True Blood and The Walking Dead, books such as the Twilight series, and the death-obsessed musical stylings of Lana Del Ray all point to the pertinence of the Gothic in contemporary culture, as does the amount of submissions received for this edition of M/C Journal, which explore a wide range of Gothic texts. Timothy Jones’ featured essay “The Black Mass as Play: Dennis Wheatley’s The Devil Rides Out” suggests that although scholarly approaches to the Gothic tend to adopt the methodologies used to approach literary texts and applied them to Gothic texts, yielding readings that are more-or-less congruous with readings of other sorts of literature, the Gothic can be considered as something that tells us about more than simply ourselves and the world we live in. For Jones, the fact that the Gothic is a production of popular culture as much as “highbrow” literature suggests there is something else happening with the way popular Gothic texts function. What if, Jones asks, the popular Gothic were not a type of work, but a kind of play? Jones uses this approach to suggest that texts such as Wheatley’s The Devil Rides Out might direct readers not primarily towards the real, but away from it, at least for a time. Wheatley’s novel is explored by Jones as a venue for readerly play, apart from the more substantial and “serious” concerns that occupy most literary criticism. Samantha Jane Lindop’s essay foregrounds the debt David Lynch’s film Mulholland Drive owes to J. Sheridan le Fanu’s Carmilla (1872) thus adding to studies of the film that have noted Lynch’s intertextual references to classic cinema such as Billy Wilder’s Sunset Boulevard (1950), Alfred Hitchcock’s Vertigo (1958) and Ingmar Bergman’s Persona (1966). Lindop explores not just the striking similarity between Carmilla and Mulholland Drive in terms of character and plot, but also the way that each text is profoundly concerned with the uncanny. Lorna Piatti-Farnell’s contribution, “What’s Hidden in Gravity Falls: Strange Creatures and the Gothic Intertext” is similarly interested in the intertextuality of the Gothic mode, noting that since its inception this has taken many and varied incarnations, from simple references and allusions to more complicated uses of style and plot organisation. Piatti-Farnell suggests it is unwise to reduce the Gothic text to a simple master narrative, but that within its re-elaborations and re-interpretations, interconnections do appear, forming “the Gothic intertext”. While the Gothic has traditionally found fertile ground in works of literature, other contemporary media, such as animation, have offered the Gothic an opportunity for growth and adaptation. Alex Hirsch’s Gravity Falls is explored by Piatti-Farnell as a visual text providing an example of intersecting monstrous creatures and interconnected narrative structures that reveal the presence of a dense and intertextual Gothic network. Those interlacings are connected to the wider cultural framework and occupy an important part in unravelling the insidious aspects of human nature, from the difficulties of finding “oneself” to the loneliness of the everyday. Issues relating to identity also feature in Patrick Usmar’s “Born To Die: Lana Del Rey, Beauty Queen or Gothic Princess?”, which further highlights the presence of the Gothic in a wide range of contemporary media forms. Usmar explores the music videos of Del Rey, which he describes as Pop Gothic, and that advance themes of consumer culture, gender identity, sexuality and the male gaze. Jen Craig’s “The Agitated Shell: Thinspiration and the Gothic Experience of Eating Disorders” similarly focuses on contemporary media and gender identity, problematising these issues by exploring the highly charged topic of “thinspiration” web sites. Hannah Irwin’s contribution also focuses on female experience. “Not of this earth: Jack the Ripper and the development of Gothic Whitechapel” focuses on the murder of five women who were the victims of an assailant commonly referred to by the epithet “Jack the Ripper”. Irwin discusses how Whitechapel developed as a Gothic location through the body of literature devoted to the Whitechapel murders of 1888, known as “Ripperature”. The subject of the Gothic space is also taken up by Donna Brien’s “Forging Continuing Bonds from the Dead to the Living: Gothic Commemorative Practices along Australia’s Leichhardt Highway.” This essay explores the memorials along Leichhardt’s highway as Gothic practice, in order to illuminate some of the uncanny paradoxes around public memorials, as well as the loaded emotional terrain such commemorative practices may inhabit. Furthering our understanding of the Australian Gothic is Patrick West’s contribution “Towards a Politics & Art of the Land: Gothic Cinema of the Australian New Wave and its Reception by American Film Critics.” West argues that many films of the Australian New Wave of the 1970s and 1980s can be defined as Gothic and that international reviews of such films tended to overlook the importance of the Australian landscape, which functions less as a backdrop and more as a participating element, even a character, in the drama, saturating the mise-en-scène. Bruno Starrs’ “Writing My Indigenous Vampires: Aboriginal Gothic or Aboriginal Fantastic” is dedicated to illuminating a new genre of creative writing: that of the “Aboriginal Fantastic”. Starrs’ novel That Blackfella Bloodsucka Dance! is part of this emerging genre of writing that is worthy of further academic interrogation. Similarly concerned with the supernatural, Erin Mercer’s contribution “‘A Deluge of Shrieking Unreason’: Supernaturalism and Settlement in New Zealand Gothic Fiction” explores the absence of ghosts and vampires in contemporary Gothic produced in New Zealand, arguing that this is largely a result of a colonial Gothic tradition utilising Maori ghosts that complicates the processes through which contemporary writers might build on that tradition. Although there is no reason why the Gothic must include supernatural elements, it is an enduring feature that is taken up by Jessica Balanzategui in “‘You Have a Secret that You Don’t Want To Tell Me’: The Child as Trauma in Spanish and American Horror Film.” This essay explores the uncanny child character and how such children act as an embodiment of trauma. Sarah Baker’s “The Walking Dead and Gothic Excess: The Decaying Social Structures of Contagion” focuses on the figure of the zombie as it appears in the television show The Walking Dead, which Baker argues is a way of exploring themes of decay, particularly of family and society. The essays contained in this special Gothic edition of M/C Journal highlight the continuing importance of the Gothic mode in contemporary culture and how that mode is constantly evolving into new forms and manifestations. The multi-faceted nature of the Gothic in our contemporary popular culture moment is accurately signalled by the various media on which the essays focus, from television to literature, animation, music, and film. The place occupied by the Gothic beyond representational forms, and into the realms of cultural practice, is also signalled, an important shift within the bounds of Gothic Studies which is bound to initiate fascinating debates. The transformations of the Gothic in media and culture are, therefore, also surveyed, so to continue the ongoing critical conversation on not only the place of the Gothic in contemporary narratives, but also its duplicitous, malleable, and often slippery nature. It is our hope that the essays here stimulate further discussion about the Gothic and we will hope, and look forward, to hearing from you. References Botting, Fred. Gothic: The New Critical Idiom. 2nd edition. Abingdon, UK: Routledge, 2014. Hogle, Jerrold. “Introduction: The Gothic in Western Culture”. The Cambridge Companion of Gothic Fiction, ed. Jerrold Hogle. Cambridge: Cambridge University Press, 2002. 1-20.

Engagement in any capacity with mainstream media since mid-2001 has meant immersion in the cross-platform, multimedia phenomenon of Harry Potter: Muggle outcast; boy wizard; corporate franchise. Consumers even casually perusing contemporary popular culture could be forgiven for suspecting they have entered a MÃbius loop in which Harry Potter-related media products and merchandise are ubiquitous: books; magazine cover stories; newspaper articles; websites; television specials; hastily assembled author biographies; advertisements on broadcast and pay television; children's merchandising; and theme park attractions. Each of these media commodities has been anchored in and cross-promoted by America Online-Time Warner's (AOL-TW) first instalment in a projected seven-film sequence—Harry Potter and the Philosopher's Stone.1 The marketing campaign has gradually escalated in the three years elapsing between AOL-TW subsidiary Warner Bros' purchase from J.K. Rowling of the film and merchandising rights to the first two Harry Potter books, and the November 2001 world premiere of the film (Sherber 55). As current AOL-TW CEO Richard Parsons accurately forecast, "You're not going to be able to go anywhere without knowing about it. This could be a bigger franchise than Star Wars" (Auletta 50). Yet, AOL-TW's promotional strategy did not limit itself to creating mere awareness of the film's release. Rather, its tactic was to create an all-encompassing environment structured around the immense value of the Harry Potter brand—a "brand cocoon" which consumers do not so much enter and exit as choose to exist within (Klein 2002). In twenty-first-century mass marketing, the art is to target affluent consumers willing to direct their informational, entertainment, and consumption practices increasingly within the "walled garden" of a single conglomerate's content offerings (Auletta 55). Such an idealised modern consumer avidly samples the diversified product range of the parent conglomerate, but does so specifically by consuming multiple products derived from essentially the same content reservoir. Provided a match between consumer desire and brand can be achieved with sufficient accuracy and demographic breadth, the commercial returns are obvious: branded consumers pay multiple times for only marginally differentiated products. The Brand-Conglomerate Nexus Recyclable content has always been embraced by media industries, as cultural commodities such as early films of stage variety acts, Hollywood studio-era literary adaptations, and movie soundtrack LPs attest. For much of the twentieth century, the governing dynamic of content recycling was sequential, in that a content package (be it a novel, stage production or film) would succeed in its home medium and then, depending upon its success and potential for translation across formats, could be repackaged in a subsequent medium. Successful content repackaging may re-energise demand for earlier formatting of the same content (as film adaptations of literary bestsellers reliably increase sales of the originating novel). Yet the cultural industries providing risk capital to back content repackaging formerly required solid evidence that content had achieved immense success in its first medium before contemplating reformulations into new media. The cultural industries radically restructured in the last decades of the twentieth century to produce the multi-format phenomenon of which Harry Potter is the current apotheosis: multiple product lines in numerous corporate divisions are promoted simultaneously, the synchronicity of product release being crucial to the success of the franchise as a whole. The release of individual products may be staggered, but the goal is for products to be available simultaneously so that they work in aggregate to drive consumer awareness of the umbrella brand. Such streaming of content across parallel media formats is in many ways the logical culmination of broader late-twentieth-century developments. Digital technology has functionally integrated what were once discrete media operating platforms, and major media conglomerates have acquired subsidiaries in virtually all media formats on a global scale. Nevertheless, it remains true that the commercial risks inherent in producing, distributing and promoting a cross-format media phenomenon are vastly greater than the formerly dominant sequential approach, massively escalating financial losses should the elusive consumer-brand fit fail to materialise. A key to media corporations' seemingly quixotic willingness to expose themselves to such risk is perhaps best provided by Michael Harkavy, Warner Bros' vice-president of worldwide licensing, in his comments on Warner Music Group's soundtrack for the first Harry Potter film: It will be music for the child in us all, something we hope to take around the world that will take us to the next level of synergy between consumer products, the [AOL-TW cable channel] Cartoon Network, our music, film, and home video groups—building a longtime franchise for Harry as a team effort. (Traiman 51) The relationship between AOL-TW and the superbrand Harry Potter is essentially symbiotic. AOL-TW, as the world's largest media conglomerate, has the resources to exploit fully economies of scale in production and distribution of products in the vast Harry Potter franchise. Similarly, AOL-TW is pre-eminently placed to exploit the economies of scope afforded by its substantial holdings in every form of content delivery, allowing cross-subsidisation of the various divisions and, crucially, cross-promotion of the Harry Potter brand in an endless web of corporate self-referentiality. Yet it is less frequently acknowledged that AOL-TW needs the Harry Potter brand as much as the global commercialisation of Harry Potter requires AOL-TW. The conglomerate seeks a commercially protean megabrand capable of streaming across all its media formats to drive operating synergies between what have historically been distinct commercial divisions ("Welcome"; Pulley; Auletta 55). In light of AOL-TW's record US$54.2b losses in the first quarter of 2002, the long-term viability of the Harry Potter franchise is, if anything, still more crucial to the conglomerate's health than was envisaged at the time of its dot.com-fuelled January 2000 merger (Goldberg 23; "AOL" 35). AOL-TW's Richard Parsons conceptualises Harry Potter specifically as an asset "driving synergy both ways", neatly encapsulating the symbiotic interdependence between AOL-TW and its star franchise: "we use the different platforms to drive the movie, and the movie to drive business across the platforms" ("Harry Potter" 61). Characteristics of the Harry Potter Brand AOL-TW's enthusiasm to mesh its corporate identity with the Harry Potter brand stems in the first instance from demonstrated consumer loyalty to the Harry Potter character: J.K. Rowling's four books have sold in excess of 100m copies in 47 countries and have been translated into 47 languages.2 In addition, the brand has shown a promising tendency towards demographic bracket-creep, attracting loyal adult readers in sufficient numbers to prompt UK publisher Bloomsbury to diversify into adult-targeted editions. As alluring for AOL-TW as this synchronic brand growth is, the real goldmine inheres in the brand's potential for diachronic growth. From her first outlines of the concept, Rowling conceived of the Potter story as a seven-part series, which from a marketing perspective ensures the broadscale re-promotion of the Harry Potter brand on an almost annual basis throughout the current decade. This moreover assists re-release of the first film on an approximately five-year basis to new audiences previously too young to fall within its demographic catchment—the exact strategy of "classic" rebranding which has underwritten rival studio Disney's fortunes.3 Complementing this brand extension is the potential to grow child consumers through the brand as Harry Potter sequels are produced. Harry Potter and the Philosopher's Stone director Chris Columbus spruiks enthusiastically that "the beauty of making these books into films is that with each one, Harry is a year older, so [child actor] Daniel [Radcliffe] can remain Harry as long as we keep making them" (Manelis 111). Such comments suggest the benefits of luring child consumers through the brand as they mature, harnessing their intense loyalty to the child cast and, through the cast, to the brand itself. The over-riding need to be everything to everyone—exciting to new consumers entering the brand for the first time, comfortingly familiar to already seasoned consumers returning for a repeat hit—helps explain the retro-futuristic feel of the first film's production design. Part 1950s suburban Hitchcock, Part Dickensian London, part Cluny-tapestry medievalism, part public school high-Victorianism, Harry Potter and the Philosopher's Stone strives for a commercially serviceable timelessness, in so doing reinforcing just how very twenty-first-century its conception actually is. In franchise terms, this conscious drive towards retro-futurism fuels Harry Potter's "toyetic potential" (Siegel, "Toys" 19). The ease with which the books' complex plots and mise-en-scene lend themselves to subsidiary rights sales and licensed merchandising in part explains Harry Potter's appeal to commercial media. AOL-TW executives in their public comments have consistently stayed on-message in emphasising "magic" as the brand's key aspirational characteristic, and certainly scenes such as the arrival at Hogwarts, the Quidditch match, the hatching of Hagrid's dragon and the final hunt through the school's dungeons serve as brilliant advertisements for AOL-TW's visual effects divisions. Yet the film exploits many of these "magic" scenes to introduce key tropes of its merchandising programme—Bertie Bott's Every Flavour Beans, chocolate frogs, Hogwarts house colours, the sorting hat, Scabbers the rat, Hedwig, the Remembrall—such that it resembles a series of home shopping advertisements with unusually high production values. It is this railroading of the film's narrative into opportunities for consumerist display which leads film critic Cynthia Fuchs to dub the Diagon Alley shopping scene "the film's cagiest moment, at once a familiar activity for school kid viewers and an apt metaphor for what this movie is all about—consumption, of everything in sight." More telling than the normalising of shopping as filmic activity in Harry Potter and the Philosopher's Stone is the eclipse of the book's checks on commodity fetishism: its very British sensitivity to class snubs for the large and impecunious Weasley family; the puzzled contempt Hogwarts initiates display for Muggle money; the gentle ribbing at children's obsession with branded sports goods. The casual browser in the Warner Bros store confronted with a plastic, light-up version of the Nimbus 2000 Quidditch broomstick understands that even the most avid authorial commitment to delimiting spin-off merchandise can try the media conglomerate's hand only so far. Constructing the Harry Potter Franchise The film Harry Potter and the Philosopher's Stone constitutes the indispensable brand anchor for AOL-TW's intricate publicity and sales strategy around Harry Potter. Because content recycling within global media conglomerates is increasingly lead by film studio divisions, the opening weekend box office taking for a brand-anchoring film is crucial to the success of the broader franchise and, by extension, to the corporation as a whole. Critic Thomas Schatz's observation that the film's opening serves as "the "launch site" for its franchise development, establishing its value in all other media markets" (83) highlights the precariousness of such multi-party financial investment all hinging upon first weekend takings. The fact that Harry Potter and the Philosopher's Stone broke (then standing) box office records with its 16 November 2001 three-day weekend openings in the US and the UK, garnering US$93.2m and GBP16m respectively, constituted the crucial first stage in AOL-TW's brand strategy (Collins 9; Fierman and Jensen 26). But it formed only an initial phase, as subsequent content recycling and cross-promotion was then structured to radiate outwards from this commercial epicentre. Three categories of recycled AOL-TW Harry Potter content are discernible, although they are frequently overlapping and not necessarily sequential. The first category, most closely tied to the film itself, are instances of reused digital content, specifically in the advance publicity trailer viewable on the official website, and downloads of movie clips, film stills and music samples from the film and its soundtrack.4 Secondly, at one remove from the film itself, is AOL-TW's licensing of film "characters, names and related indicia" to secondary manufacturers, creating tie-in merchandise designed to cross-promote the Harry Potter brand and stoke consumer investment (both emotional and financial) in the phenomenon.5 This campaign phase was itself tactically designed with two waves of merchandising release: a September 2000 launch of book-related merchandise (with no use of film-related Harry Potter indicia permitted); and a second, better selling February 2001 release of ancillary products sporting Harry Potter film logos and visual branding which coincided with and reinforced the marketing push specifically around the film's forthcoming release (Sherber 55; Siegel, "From Hype" 24; Lyman and Barnes C1; Martin 5). Finally, and most crucial to the long-term strategy of the parent conglomerate, Harry Potter branding was used to drive consumer take up of AOL-TW products not generally associated with the Harry Potter brand, as a means of luring consumers out of their established technological or informational comfort zones. Hence, the official Harry Potter website is laced with far from accidental offers to trial Internet service provider AOL; TimeWarner magazines Entertainment Weekly, People, and Time ran extensive taster stories about the film and its loyal fan culture (Jensen 56-57; Fierman and Jensen 26-28; "Magic Kingdom" 132-36; Corliss 136; Dickinson 115); AOL-TW's Moviefone bookings service advertised pre-release Harry Potter tickets on its website; and Warner Bros Movie World theme park on the Gold Coast in Australia heavily promoted its Harry Potter Movie Magic Experience. Investment in a content brand on the scale of AOL-TW's outlay of US$1.4m for Harry Potter must not only drive substantial business across every platform of the converged media conglomerate by providing premium content (Grover 66). It must, crucially for the long run, also drive take up and on-going subscriptions to the delivery services owned by the parent corporation. Energising such all-encompassing strategising is the corporate nirvana of seamless synergy: between content and distribution; between the Harry Potter and AOL-TW brands; between conglomerate and consumer. Notes 1. The film, like the first of J.K. Rowling's books, is titled Harry Potter and the Sorcerer's Stone in the "metaphysics-averse" US ("Harry Potter" 61). 2. Publishing statistics sourced from Horn and Jones (59), Manelis (110) and Bloomsbury Publishing's Harry Potter website: http://www.bloomsburymagazine.com/harryp.... 3. Interestingly, Disney tangentially acknowledged the extent to which AOL-TW has appropriated Disney's own content recycling strategies. In a film trailer for the Pixar/Disney animated collaboration Monsters, Inc. which screened in Australia and the US before Harry Potter sessions, two monsters play a game of charades to which the answer is transparently "Harry Potter." In the way of such homages from one media giant to another, it nevertheless subtly directs the audience to the Disney product screening in an adjacent cinema. 4. The official Harry Potter film website is http://harrypotter.warnerbros.com. The official site for the soundtrack to Harry Potter and the Philosopher's/Sorcerer's Stone is: http://www.harrypottersoundtrack.com. 5. J.K. Rowling." A page and a half of non-negotiable "Harry Potter Terms of Use" further spells out prohibitions on use or modification of site content without the explicit (and unlikely) consent of AOL-TW (refer: http://harrypotter.warnerbros.com/cmp/te...). References "AOL losses 'sort of a deep disappointment'." Weekend Australian 18-19 May 2002: 35. Auletta, Ken. "Leviathan." New Yorker 29 Oct. 2001: 50-56, 58-61. Collins, Luke. "Harry Potter's Magical $178m Opening." Australian Financial Review 20 Nov. 2001: 9. Corliss, Richard. "Wizardry without Magic." Time 19 Nov. 2001: 136. Dickinson, Amy. "Why Movies make Readers." Time 10 Dec. 2001: 115. Fierman, Daniel, and Jeff Jensen. "Potter of Gold: J.K. Rowling's Beloved Wiz Kid hits Screensand Breaks Records." Entertainment Weekly 30 Nov. 2001: 26-28. Fuchs, Cynthia. "The Harry Hype." PopPolitics.com 19 Nov. 2001: n.pag. Online. Internet. 8 Mar. 2002. Available <http://www.poppolitics.com/articles/2001-11-19-harry.shtml>. Goldberg, Andy. "Time Will Tell." Sydney Morning Herald 27-28 Apr. 2002: 23. Grover, Ronald. "Harry Potter and the Marketer's Millstone." Business Week 15 Oct. 2001: 66. Harry Potter and the Philosopher's Stone. Dir. Chris Columbus. Screenplay by Steve Kloves. Warner Bros, 2001. "Harry Potter and the Synergy Test." Economist 10 Nov. 2001: 61-62. Herman, Edward S., and Robert W. McChesney. The Global Media: The New Missionaries of Corporate Capitalism. London: Cassell, 1997. Horn, John, and Malcolm Jones. "The Bubble with Harry." The Bulletin/Newsweek 13 Nov. 2001: 58-59. Jensen, Jeff. "Holiday Movie Preview: Potter's Field." Entertainment Weekly 16 Nov. 2001: 56-57. Klein, Naomi. "Naomi KleinNo Logo." The Media Report. ABC Radio National webtranscript. Broadcast in Sydney, 17 Jan. 2002. Online. Internet. 19 Feb. 2002. Available <http://www.abc.net.au/rn/talks/8:30/mediarpt/stories/s445871.htm>. Lyman, Rick, and Julian E. Barnes. "The Toy War for Holiday Movies is a Battle Among 3 Heavyweights." New York Times 12 Nov. 2001: C1. "Magic Kingdom." People Weekly 14 Jan. 2002: 132-36. Manelis, Michele. "Potter Gold." Bulletin 27 Nov. 2001: 110-11. Martin, Peter. "Rowling Stock." Weekend Australian 24-25 Nov. 2001: Review, 1, 4-5. Pulley, Brett. "Morning After." Forbes 7 Feb. 2000: 54-56. Rowling, J.K. Harry Potter and the Philosopher's Stone. London: Bloomsbury, 1997. Schatz, Thomas. "The Return of the Hollywood Studio System." Conglomerates and the Media. Erik Barnouw et al. New York: New Press, 1997. 73-106. Sherber, Anne. "Licensing 2000 Showcases Harry Potter, Rudolph for Kids." Billboard 8 Jul. 2000: 55. Siegel, Seth M. "Toys & Movies: Always? Never? Sometimes!" Brandweek 12 Feb. 2001: 19. ---. "From Hype to Hope." Brandweek 11 Jun. 2001: 24. Traiman, Steve. "Harry Potter, Powerpuff Girls on A-list at Licensing 2000." Billboard 1 Jul. 2000: 51, 53. "Welcome to the 21st Century." Business Week 24 Jan. 2000: 32-34, 36-38. Links http://www.bloomsburymagazine.com/harrypotter/muggles http://www.harrypottersoundtrack.com http://harrypotter.warnerbros.com http://www.poppolitics.com/articles/2001-11-19-harry.shtml http://www.abc.net.au/rn/talks/8:30/mediarpt/stories/s445871.htm http://harrypotter.warnerbros.com/cmp/terms.html Citation reference for this article MLA Style Murray, Simone. "Harry Potter, Inc." M/C: A Journal of Media and Culture 5.4 (2002). [your date of access] < http://www.media-culture.org.au/mc/0208/recycling.php>. Chicago Style Murray, Simone, "Harry Potter, Inc." M/C: A Journal of Media and Culture 5, no. 4 (2002), < http://www.media-culture.org.au/mc/0208/recycling.php> ([your date of access]). APA Style Murray, Simone. (2002) Harry Potter, Inc.. M/C: A Journal of Media and Culture 5(4). < http://www.media-culture.org.au/mc/0208/recycling.php> ([your date of access]).

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

Song dedications are among commercial radio’s most enduring formats. Yet those very few studies which address music radio rarely consider its role within a consumer economy. As John Patrick noted when analysing ABC broadcaster Christopher Lawrence’s popular (and commercially exploited) Swoon genre as a form of nostalgic Utopianism, many music analysts view music listening as constructing a cultural space of other times and places, when romantic love held sway, when the certainties of religion vanquished doubt, and when authentic folk culture gave a sense of belonging to traditional ways of thinking and feeling (133). This “emotional, largely imaginary” space is explicity constructed outside the pragmatic focus and urgent stylings of commercial sponsorship. Patrick cites Flinn on the capacity of music to seemingly transcend social institutions and discourses. But here I will argue that commercial music-radio practice clearly operates within them. More significantly, it does so by very virtue of this capacity for offering transcendence: Music ... has the peculiar ability to ameliorate the social existence it allegedly overrides, and offers in one form or another the sense of something better. Music extends an impression of perfection and integrity in an otherwise imperfect, unintegrated world (Flinn). This study suggests that it is precisely this lack of any perceived connectedness into the social discourses of the day which marks music as available for the occupancy of individual desires, and which targets its various genres for integration into selected sets of social practice. What we do while listening to the radio… Willis (1990), investigating music as a key element of the “symbolic cultural creativity and informal artistry in people’s lives”, discovered multiple appropriations, creolisings and re-accentuations within social use of broadcast music (85). His empirical work provides accounts of the various uses made of broadcast music, including the audio-taping of new music tracks; planned social listening to particular shows or DJs, often combined with extended phone-call discussions with friends; the use of broadcast music as company in periods of social isolation, or its use in structuring daily living or working routines; the preparation of personal master-mixes and exchange of taped compilations or transcribed song lyrics. To these should be added more contemporary updates: digital sound-bite downloading and re-editing via Internet broadcasts; the burning of personally tailored CDs; MP3 collection-building through web-exchange, and the construction of a personalised virtual sensorium for asserting private space in public through the use of the Sony Walkman or Discplayer (Hosokawa, Chambers, Bull). The capacity music broadcast gives for personal engagement within various music sub-cultures needs further work at exactly this active-reception level. Nor has the activity of broadcasters in constructing technologies of reciprocity around mediated intimacy been fully explored. The social formational power, over 75 years, of the song-dedication formula, in compensating what Thompson described as the “non-reciprocal intimacy” of electronic media, is incalculable. Instead of opening spaces for “free association” working pre-discursively on the “physicality of the listening experience”, music-radio talk has been operating to structure those exact spaces: to create regulated activity, and interactivity, where none has been thought to exist. Fixing a self to a favourite track: music and memory From the 1930s to the 1960s, vastly popular “music request programs” encouraged radio listeners to write in to presenters, not only selecting a favourite music play, but describing in detail the social relation mediated for them by the music and lyrics, and the uniquely individualised expressive weight it was claimed was carried – ironically yet significantly, a reference often immediately generalised by the attachment of several other requestors to the particular track. More recently, Richard Mercer’s evening program of Lovesong dedications on Sydney’s MIX 106.5 connected this drive towards social identity work with the escalating sexual-emotional confessionalism of Australian radio talk. Mercer’s format: extended play of the staple love ballads of the “easy listening” mode – carefully selected to highlight the sexual arousal elements of the breathy female performer or the husky-voiced male balladeer – operated from the centre of the newly reciprocal expression of intimacy, made possible by the live call-in capacity of contemporary radio. Listener-callers can now model their identification techniques directly – or so it is made to appear. In fact, the emotional expressiveness and the centrality of the equation between direct listener-caller comment and emotional-interpretive link into music tracks remains problematic, for a number of reasons. How to construct loving sincerity – through the precision of digital editing Firstly, the apparent spontaneity and direct interface which underlie radio’s “live call-in” relations as a discourse of authenticity, are today heavily, if not obviously, compromised, by the production techniques used to guarantee the focus on caller concerns. This is phone-in but not talkback radio – a distinction not made often enough, in either professional production literature or academic analysis of radio practice. While talkback is relatively raw radio, centring on live-to-air talk-relations between callers and hosts (and thus fostering the highly confrontational hosting persona of the “shock-jock”), phone-in radio seeks briefer, more focused comment on topics pre-selected, constantly monitored and re-themed by both host and call-screening staff, who choose which caller comments get to air, and in which order. Lovesong dedications not only follows this more restrictive practice, but intensifies its commodification of the resultant calls, by a consistent top-and-tail editing of caller contributions before broadcast. This acts to heighten the expressiveness of each segment, and to insert the program ident. into the pivotal “bridge” position between caller-voice and music play. The host is thus able to present to listeners a tautly emotional sequence of seemingly spontaneous sentimental expression; but to his sponsors, a talk-flow which interpolates the show’s name fluently into the core of the fused private/public moment. With all the hesitations, over-explanations, initial embarrassment and on-air inexperience of the average caller cut away, what remains looks like this: Host: Hello Carly - I believe you want to dedicate a lovesong to Damien? Caller: Yes that’s right ... it’s our anniversary? Host: How many years ... Caller: Well actually it’s just our first! Host: And you’ve had a great first year together? Caller: Sure have: I love you more than ever Damien ... Host: And Damien: here’s Carly’s Lovesong dedication to you. The perversity of the practice lies in the way the host’s “prompt” cues, with their invitational suspensions, actually direct the caller contributions, not only to their moment of “personalised” emotion, but to the powerful agency of the program itself, always positioned between caller and dedicatee. Further: the fluency of the talk exchange, and especially its expert segue into the music track, conceal the fact that calls are very often being held before broadcast. Between the average call and its broadcast, a listener-caller’s phoned-in experiences and expressed feelings – even their peak-moment of address to their loved one – may be digitally edited, to remove awkward hesitations and intensify the emotionality. A 24-hour call line operates, highly promoted in other programming, allowing selection and sequencing of requests around music availability – including station play-rotation regimes. Even calls received during broadcast can be delayed, edited, and clustered around the – actually quite limited – availability of music tracks (some callers have reported being offered a playlist of only three tracks through which to “personally address” their loved one). Sincerity is fabricated, at the very moment of promoting its authenticity, and absorbed into the “seamless” flow of MIX106.5’s “easy listening” format. “Schmalzy like Oprah: almost Sleepless in Seattle” The Lovesong dedications host – busy elsewhere – plays a very restrained on-air role: often only three dedications per half-hour of programming. While back-to-back music play dominates, Mercer’s vocal performance marks the show with notably atypical radio qualities. The tone is low and subdued, without ranging into the close-in microphone huskiness of the “late-night listening” mode, which usually performs intimacy. Mercer is closer to the “serious music” style of ABC Classic FM announcers, with the male voice remaining in a medium-to-light vocal range. This is tenor rather baritone, with a clear suppression of its stressing, to produce a restrained authority, rather than a DJ exuberant enthusiasm (Montgomery) or an unassailable certainty (Goffman). Mercer and his interstate colleagues use a normal conversational level, with no electronic enhancement into “fullness of tone” as employed by both DJs and talk hosts to amplify their authority. In contrast, the Lovesong dedications voice is carefully, if naturally, dampened in tone – by which I mean as a result of physical voice-production control, rather than by sound-mixing in the broadcast console. Not only is the pitch slightly subdued and intonations compressed rather than stretched, as in the familiar DJ hype, but the dominant intonation is a very unusual terminal rise/slow fall. This provides a male host’s speech with an interestingly tentative note, which deflects or at least suspends power. Under-toned rather than over-toned, it invites sympathetic listening and increased attentiveness, while its suppression of the sorts of powerful masculine authoritativeness more common in male broadcasting (see Hutchby) cues listeners for conversational participation on their own terms, rather than on those dictated by the host. This structured tonal diffidence in the Lovesong hosts’ self-effacing vocality acts as an invitation to self-direction: a pathway to participation. No surprise then that its careful constructedness has been read as the exact opposite: sincerity. What is more surprising is that it has been read as sexually alluring – given its quite marked deviation from norms of high masculinity in relation to vocalisation. Other attempts to render a desirable masculinity at the level of voice have tended to the over-produced baritones of the traditional matinee idol: the “swoon” voice of lush-toned actorly excess, with deep pitch, slow pace, fruity vowels, and long glides – the vocal equivalent of TV comedy’s “Fabio” as kitsch or camped hyper-masculinity. This vocal problem in radio hosting is also endemic to operatic performance, where male vocal range is read as age. Patriarchy reserves deep voices for authority, therefore also reserving the most powerful roles for “older” characters, performed as baritone and base. Lovesong dedications are far more suitably presented by a male host whose vocality matches the sexually-active age profile suited to romantic seduction – and this calls for the tenor voice of a Richard Mercer. The Daily Telegraph’s Sandra Lee (1998) was among many who succumbed to that “mellifluous voice which drips with genuine sincerity, yes genuine, not that contrived radio fakeness, and is soothing enough to make you believe he really care”. Even when Mercer actually shifted in a phone conversation with Lee from his ordinary voice to “The Loooooovvvvve God with a voice so smooth it could be butter”, she remained a believer. No surprise, then, that as the format is franchised from state to state on the commercial networks, much the same vocalisations are reproduced. The host’s performance formula and the callers’ sentimental witness are both safely encoded as “sincere sentimental expressiveness” – while actually audio-processed and digitally edited to produce those qualities. Here, as elsewhere, Lee’s loathed “contrived radio fakeness” continues to work unseen and unexamined, producing in the service of its own commercial imperatives a surprising yet vastly popular reputation for sentimental expressiveness among “ordinary” Australians. Where music-radio analyst Barnard (2002) considers music-request shows as a cynical commercial device for “establishing a link with the audience” (124) – a key requirement of the sponsorship system of commercial broadcasting from its origins to the current day – Lee’s tabloid populism endorses every detail of Lovesong dedications’ techniques for acting upon and reproducing the lush romanticism it sets out to evoke. Between the two views the cultural work of this programming: the mediation and commodification of interpersonal emotional expressiveness in the homes, workplaces, bedrooms and parked cars of listener-callers around the nation, goes unnoticed. Works Cited Barnard, Stephen. Studying radio. London: Arnold, 2002. Barnard, Stephen. On the radio: Music radio in Britain. Milton Keynes: Open University Press, 1989. Bull, M. “The dialectics of walking: Walkman use and the reconstruction of the site of experience.” Consuming culture: power and resistance. Eds. J. Hearn and S. Roseneil, Basingstoke: Macmillan Press, 1999. 199-220. Chambers, I. “A miniature history of the Walkman.” New formations, 11 (1990): 1-4. Flinn, C. Strains of Utopia. New Jersey: Princeton University Press, 1992. Goffman, Erving. Forms of talk. Oxford: Basil Blackwell, 1981. Hosokawa, S. “The Walkman effect.” Popular music, 4 (1984):165-180. Hutchby, Ian. Confrontation talk: Arguments, asymmetries and power on talk radio. New Jersey: Lawrence Erlbaum, 1996. Lee, Sandra. “When Love God comes to town.” The Daily Telegraph, 30 November 1998: 10. Montgomery, M. “DJ talk.” Media, culture and society, 8.4 (1986): 421-440. Patrick, John. “Swooning on ABC Classic FM.” Australian Journal of Communication (1998) 25.1: 127-138. Thompson, John B. The media and modernity: A social theory of the media. Cambridge: Polity Press, 1995. Willis, Paul. Common culture. Milton Keynes: Open University Press, 1990. Willis, Paul. Moving culture – an inquiry into the cultural activities of young people. London: Calouste Gulbenkian Foundation, 1990. Links http://acnielsen.com/ For information on commercial radio ratings Useful site for watching music radio trends http://www.radioandrecords.com/ Ever wondered where radio presenters get that never-ending supply of historical trivia? Now their secrets can be Yours. http://www.jocksjournal.com/ APRA The Australian Performing Rights Association monitors Australian music content on radio – here’s how they do it. http://www.apra.com.au/Dist/DisRad.htm Two Internet broadcast sites offering online music streaming with an Australian bias. http://www.ozchannel.com.au/village-cgi-... http://www.thebasement.com.au/ FARB: The Federation of Australian Radio Broadcasters – a useful site for the organisation of commercial radio within Australia. http://www.commercialradio.com.au/index.cfm Citation reference for this article Substitute your date of access for Dn Month Year etc... MLA Style Cook, Jackie. "Lovesong Dedications" M/C: A Journal of Media and Culture 5.6 (2002). Dn Month Year < http://www.media-culture.org.au/0211/lovesongdedications.php>. APA Style Cook, J., (2002, Nov 20). Lovesong Dedications. M/C: A Journal of Media and Culture, 5,(6). Retrieved Month Dn, Year, from http://www.media-culture.org.au/0211/lovesongdedications.html

SCULLY: I said, I got the lab to rush the results of the Szczesny autopsy, if you're interested.MULDER: I heard you, Scully.SCULLY: And Szczesny did indeed drown, but not as the result of the inhalation of ectoplasm as you so vehemently suggested.MULDER: Well, what else could she possibly have drowned in?SCULLY: Margarita mix, upchucked with about 40 ounces of Corcovado Gold tequila which, as it turns out, she and her friends rapidly consumed in the woods while trying to reenact the Blair Witch Project.MULDER: Well, I think that demands a little deeper investigation, don't you?SCULLY: No, I don't.— The X-Files, “All Things” (0717) IntroductionMikel J. Koven argues that “The X-Files [1993-2002, films 2005, 2010, revived 2016-2018] was the American television series that defined the zeitgeist of the 1990s” (337) by tapping into “pre-millenium paranoia and the collapse of traditional beliefs” (338). In each episode, “True Believer” and FBI agent Fox Mulder (David Duchovny) and his partner, the skeptical and rational Dr Dana Scully (Gillian Anderson), travel through a post-Cold War American landscape that is manifesting varying levels of anxiety about the century to come. The series is preoccupied with a series of questions that have, by the second decade of the twenty-first century, come to be answered fairly definitively. Have aliens visited Earth? (Well, if you believe a team of Harvard scientists, maybe [see Freeman], but there is no evidence of alien colonisation just yet.) Does the US government have its citizens’ best interests at heart? (In its current incarnation, no.) Will climate change have monstrous consequences? (Yes, we’re seeing them.) What do we do about the shady forces operating in post-Soviet Union Russia? (God knows, but they seem to be doing a good job of changing the shape of “democracy” in an increasing number of countries.)These broader socio-political aspects of The X-Files have been explored in a number of studies (see Koven; Moses; Wildermuth). In this article, I focus in more closely on some of the ways in which the character of Scully can be read as a complex engagement with a particularly 1990s version of third-wave feminism. I suggest that the type of feminism embodied in the character of Scully taps into the zeitgeist of the 1990s, a decade characterised not only by a growing media-driven “backlash” against feminism (see Faludi), but also by emergent third wave of feminism driven by movements such as “Riot Grrrl” (centred on openly feminist bands like Bikini Kill and Huggy Bear) and the various, and often contested, feminisms endorsed by a new generation of writers like Susan Faludi, Naomi Wolf, and even Katie Roiphe. Part of Scully’s longevity as a feminist icon can be attributed to the fact that while she is not without her own contradictions and complexities, she emerged from a televisual landscape dominated by particularly insipid representations of professional women. Scully, with her combination of lively wit and serious scientific mind, represented a radical imagining of professional femininity in the 1990s.Working against the Backlash: Scully and the Power of ProfessionalismBy the late 1980s, the political gains made by the second-wave feminism in the 1960s and early 1970s had come increasingly under fire in a “backlash” that “worked to revoke the gains made by the feminist movement” (Genz and Brabon 53). L.S. Kim argues this backlash is reflected in the fact that while strong female characters had always been a feature of US television (e.g. Mary Tyler Moore), in the 1990s televisual landscape feminism was often made popular in a type of “postfeminist discourse in which it is acceptable to be pro-woman but not to be feminist” (319). The quintessential example of this trend was David E. Kelley’s series about a Boston lawyer, Ally McBeal (1997-2002), in which McBeal’s primary dilemma is presented as being that she has “too many choices, too much freedom, and too much desire” which leads to “never-ending searching and even to depression and dysfunction” (Kim 319). McBeal’s professional success never seems to compensate for her various romantic disappointments and these remain the focal point of Kelley’s series.Part of what sets Scully apart from a character like McBeal is her unerring professionalism, and her strong commitment to equality in her relationship with Mulder. Scully displays none of McBeal’s neuroses, and she is unapologetically feminist in her disposition. She also understands implicitly the pivotal role she plays in the partnership at the heart of the X-Files. Scully is, then, a capable, professional woman who not only remains professional at all times, but who also works as a powerful grounding force to her partner’s more outlandish approaches and theories. As series creator Chris Carter has been forced to concede on numerous occasions, without the rational and practical figure of Scully in the morgue to (usually) prove and (sometimes) disprove Mulder’s theories, The X-Files as we know them would cease to exist. In fact, and somewhat paradoxically, in order to best understand Scully as a character, one needs to recognise the significance of the relationship between Scully and Mulder that lies at the heart of the series. The sheer force of Scully’s professionalism, and its resistance to being conscripted straightforwardly into a traditional romantic plot, becomes an important contributor to the powerful sexual tension between Mulder and Scully that came to define the series. Scully also, as critics and commentators were quick to point out, takes on the traditionally masculine role of skeptical scientist on the series, with Mulder positioned in the typically feminine role of intuitive “believer” (in, among other things, aliens, Chupacabra, big foot, and psychic powers). There are, of course, problems with this approach, but for now it is enough to simply point out that this positioning of Mulder and Scully is an important feature of the internal structure of The X-Files and speaks to an awareness of, and desire to challenge, the traditional association of women with intuition and men with rationality. Indeed, Linda Badley points out that the relationship between the two agents is “remarkably egalitarian, challenging traditional gender roles as portrayed on television” (63).Scully and Mulder’s relationship, a relationship that is at once personal and professional, is also grounded in genuine equality and respect. Mulder never undermines Scully, he (occasionally) knows when to bow to her superior scientific reasoning, and his eventual love for his partner is based in his understanding that Scully’s skepticism offers the perfect counterpart to his openness to the paranormal. In fact, one might say that Mulder, at least in part, falls in love with Scully’s professionalism and with her commitment to scientific reasoning. Mulder admits as much himself in the film The X-Files: Fight the Future (1998): “as difficult and frustrating as it’s been sometimes, your goddamn strict rationalism and science have saved me a thousand times over. You kept me honest. You made me a whole person.” In this calculation, Scully is not only Mulder’s equal, she is his missing piece. While she might sometimes grumble about merely playing Watson to Mulder’s Holmes (see “Fight Club” [0720]), Scully’s role is much more important than this, and Mulder (and the viewer) knows it.In the context of the televisual landscape of the 1990s, this representation of Scully as a character who is every bit as intelligent and as integral to the action of the series as her male partner, was incredibly powerful. It marked Scully as a third-wave feminist character in an era dominated by women who seemed to conform to the kind of problematic post-feminism embodied by Ally McBeal. In a recent interview, Gillian Anderson acknowledged the significant role Scully played in opening up possibilities for the representation of women on television in the 1990s. She observed, “a lot of women felt that they saw something recognisable for the first time [in Scully and] there were a lot of young women whose eyes were opened to feeling like they were finally represented in some way on television” (Anderson in Idato n.p.) Many women saw themselves in this character, and there can be little doubt The X-Files spearheaded a shift towards a more representative approach to the writing of female roles in US television in which layered and complex characters such as Scully became the norm rather than the exception. Rosalind Gill, for example, notes that “quality television” has “evolved since the 1990s into a site of rich and complex representations of gender including Homeland, Veep, House of Cards, Orange is the New Black, Transparent, and The Good Wife” (620).One of the other pervasive positive effects associated with the character of Scully is that she functioned, and indeed continues to function, as a role model for women in STEM (Science, Technology, Engineering and Mathematics). A recent report commissioned by 21st Century Fox, the Geena Davis Institute on Gender in Media, and J. Walter Thompson Intelligence found that “Scully’s media depiction of a high-achieving woman in STEM asked a generation of girls and women to imagine new professional options… Scully also influenced a generation of young women to study and pursue careers in STEM” (3). Although this report is not entirely impartial (21th Century Fox owns The X-Files), it found that “among women who are familiar with Scully’s character, 91% say she is a role model for girls and women” (5). This finding tallies with those of a variety of earlier online observers who noticed Scully had become a touchstone character “who inspired an entire generation of young women to pursue medical, scientific, and law enforcement degrees as positions” (Consalvi). To an extent not seen before in the history of television, Scully became an important role model for young women in the STEM professions. Scully’s fictional professionalism helped to create a new generation of real-life female STEM professionals.But it is worth remembering that in other respects, Scully is a complicated feminist heroine. This is largely because The X-Files’ production team’s own feminist credentials were often less-than-inspiring. The series was created by a man, and was written and directed predominantly by men in all of its various filmic and televisual incarnations. As Anderson herself pointed out on her Twitter feed for 29 June 2017, of the 207 episodes of X-Files produced, only 2 were directed by women (fig. 1). Famously, when the X-Files began in the early 1990s, Anderson was paid far less than her co-star Duchovny and was even asked to stand behind him on camera. The actor agitated successfully for equal pay after three years in the role, and for the right to stand beside her televisual partner, rather than behind him, even if, somewhat astonishingly, Twenty First Century Fox also offered Anderson less than Duchovny to reprise her famous role in 2016. (Anderson eventually received equal pay for equal billing.)Fig. 1: Gillian Anderson tweet, 29 June 2017.It ought to be remembered, then, that Scully’s feminism is predominantly a construction of men, overlaid with the undoubted feminine empowerment brought to the role by Anderson. As far back as 1998, Linda Badley noticed that for Scully/Anderson “the transference of ‘feminist’ characteristics between character and star is unusually strong—to the extent that a discussion of one must refer to the other. And Anderson/Scully is instantly recognisable as an icon of popular feminism” (62). But in more recent years, Anderson has made even clearer her own feminist leanings. She has done this through the publication (with Jennifer Nadel) of the explicitly feminist We: The Uplifting Manuel for Women Seeking Happiness (2017); by taking up more explicitly feminist roles, such as that of Stella Gibson in the acclaimed BBC series The Fall (2013-present); and through her Twitter feed. The significance of Anderson’s online feminist presence is highlighted by Lauren Modery, who notes: “the next time you’re having a day where you’re not sure if you’re being the best feminist you can be, just ask yourself “what would Gillian Anderson do?” and go to her Twitter account” (Modery). Scully’s 1990s Feminism in a Twenty-First Century ContextFor much of the series, Scully’s feminism can be viewed as a form of the “New Feminism” that Stephanie Genz and Benjamin Brabon associate with the late 1990s and with Natasha Walter’s book The New Feminism (1998). This “New Feminism” attempts to break from second-wave feminism by decoupling the personal from the political (64). Badley, for example, points out that Scully’s feminism is strictly based on individual empowerment: “rather than challenge patriarchy directly or join forces with women activists, Scully channels her anger/ambition into fitting into the system” (70). But equally, Scully’s feminism could be seen as a prototype of the kind of “neo-liberal” feminism that theorists such as Angela McRobbie associate with the present moment, a feminism which “discards the older, welfarist and collectivist feminism of the past, in favour of individualist striving” (4). Certainly, over the course of the 25 years, The X-Files has been in existence, we have seen little evidence that Scully has female friends (or indeed, that she interacts with anyone much outside of Mulder and her family).When other women do enter the picture, such as when Mulder’s one-time lover and co-founder of the X-Files, Diana Fowley appears in the fifth season of the series (see “The End” [0520]), Scully is often positioned in an antagonistic relationship with them. In this context, it is notable that “All Things,” a seventh-season episode directed and written by Anderson, places Scully’s interaction with Colleen Azar, a woman from the American Taoist Healing Centre, at the centre of the narrative. Azar’s exhortations to Scully to “slow down” are presented as the wise words of a female ally in this episode, and Scully does well to heed them. This episode, consciously I think, works as a counter to the more typical representation of Scully as being in competition with women for Mulder’s interest, evident in episodes like “Alpha” (0616) and “Syzygy” (0313). In this respect, Anderson appears to be aligning Scully with a feminism that is much more inclusive than it appears in other, male-written, episodes.From the vantage point of the second decade of the twenty-first century, one of the more problematic elements The X-Files has to do with its representation of sex and sexuality. Sex, in the world of The X-Files, is very 1990s in orientation. In fact, it echoes the way in which sex operated in the Clinton impeachment: denial, denial, denial, even in the face of clear evidence it took place. We see this most obviously in “All Things,” which begins with a shot of Scully getting dressed in front of a mirror, that pans to a shot of an undressed Mulder in bed. This opening seems to suggest the two had spent the night together, but nothing overtly sexual actually takes place in the episode. Indeed, any sexual activity that ever takes place in the X-Files happens off camera, but it is nonetheless worth pointing out that while the equally solitary Mulder is repeatedly characterised in the series by his porn fetish, Scully’s sexuality is repeatedly denied or diminished in the series. Moreover, any overt expression of Scully’s sexuality (such as in “Milagro,” [0618] where she falls for a writer living next door to Mulder) typically ends badly, with Scully placed in peril by her sexual desires.Scully’s continued presence in the twenty-first century, however, means that while her character is rooted in what we might call a “1990s feminist disposition” (she prides herself on being a “woman in a man’s world”; she demonstrates little interest in stereotypically feminine pursuits such as shopping or make up; her focus is on work, rather than romance), she has also been allowed the room to grow and develop. Perhaps most notably, the 2018 Scully is allowed to embrace her sexuality. Sexual activity still appears off screen, of course, but in “Plus One” (1103), we see her actively pursue sex with Mulder (twice!), while her vibrator makes an unapologetic cameo appearance in “Rm9sbG93ZXJz” (1107). Given that we live in a decade saturated in sexual imagery, it makes no sense for 2018 Scully to be as chaste and buttoned up as she was in the 1990s.Finally, in a series in which the wild speculation of the conspiracy theories is almost always true, Scully’s feminist commitment to rationality, science and the power of logic might appear to be undermined at every turn. Badley, for example, reminds us that while Scully may “have medicine and the law on her side ... Mulder’s vision is validated by Chris Carter, as the prologue to nearly every episode reminds us” (67). This is highlighted in “Field Trip” (0621) when Scully wonders, “Mulder, can’t you just for once, just ... for the novelty of it, come up with the simplest explanation, the most logical one instead of automatically jumping to UFOs or Bigfoot or…” Mulder simply counters with:Scully, in six years, how … how often have I been wrong? No seriously, I mean, every time I bring you a case we go through this perfunctory dance. You tell me that I’m not being scientifically rigorous and that I’m off my nut, and then in the end who turns out to be right like 98.95 of the time? I just think I’ve ... earned the benefit of the doubt here.Interestingly enough, however, it is Scully who solves the mystery at the heart of this particular episode of X-Files—Mulder and Scully are indeed trapped inside a giant fungus, being slowly digested by its gooey secretions.And while Mulder’s viewpoint is most often endorsed in the series, the chaos of the Trump administration illustrates perfectly the dangers behind the valorisation of the irrational over the rational. In a decade in which rationality itself is coming under increasing threat—by “fake news”; through a hostility towards the science of climate change; in the desire to wind back further the gains of the feminist movement—we need to remember the importance of the strong and abiding relationship between rationality and feminism. This is a relationship that goes at least as far back as Mary Wollstonecraft’s (1759-1797) Vindication of the Rights of Woman (1792), is at the heart of the feminist gothic writings of women like Ann Radcliffe (1764-1823) and Mary Shelley (1797-1851). This commitment to the power of rationality lives on in the character of Dana Scully.Conclusion: Scully as Twenty-First-Century Feminist IconI have argued throughout this article that there are limitations of the kind of feminism embodied in Scully, but it is clear that she has come to represent a type of woman who refuses to let men dictate her behaviour, and who maintains her professionalism even under the most difficult of circumstances. A host of Scully memes now circulating on the web celebrate the character’s competence, intelligence, and compassion (figs. 2, 3, and 4). The character of Scully now exists far beyond the confines of the television screen and the imaginations of her predominantly male authors. Scully’s continuing relevance to twenty-first century feminists is reflected in this meme recently placed by Anderson on her Twitter account in response to the allegations of sexual misconduct directed at US Supreme Court nominee Brett Kavanagh (fig. 5). Rarely have the 1990s seemed so relevant to the present moment.Fig. 2: Scully meme, Meme Generator.Fig. 3: Rustnsplinters, “Scully Motivational.” Deviant Art.Fig. 4: E.H. Redlum, “Scully: Meme Style.” Deviant Art.Fig. 5: Gillian Anderson tweet.ReferencesBadley, Linda. “Scully Hits the Glass Ceiling: Postmodernism, Postfeminism, Posthumanism, and The X-Files.” Fantasy Girls: Gender in the New Universe of Science Fiction and Fantasy Television. Ed. Elyce Rae Helford. Lanham: Rowman & Littlefield, 2000. 61-90.Consalvi, Sydney. “The Scully Effect Continues: How The X-Files’ Dana Scully Changed Television Forever.” Odyssey. 9 Aug. 2016. 1 Dec. 2018 <https://www.theodysseyonline.com/scully-effect>.Faludi, Susan. Backlash: The Undeclared War against Women. London: Vintage, 1991.Freeman, David. “Scientists Say Mysterious ‘Oumuamua’ Object Could Be an Alien Spacecraft: Harvard Researchers Raise the Possibility That It’s a Probe Sent by Extraterrestrials.” NBCNews.com. 6 Nov. 2018. 1 Dec. 2018 <https://www.nbcnews.com/mach/science/scientists-say-mysterious-oumuamua-object-could-be-alien-spacecraft-ncna931381>.Genz, Stéphanie, and Benjamin A. Brabon. Postfeminism: Cultural Texts and Theories. Edinburgh: Edinburgh UP, 2009.Gill, Rosalind. “Post-Postfeminism? New Feminist Visibilities in Postfeminist Times.” Feminist Media Studies 16.4 (2016): 610-30.Idato, Michael. “Gillian Anderson on Why She’s Closing The X-Files after 25 Years.” The Sydney Morning Herald. 15 Jan. 2018. 1 Dec. 2018 <https://www.smh.com.au/entertainment/tv-and-radio/times-up-gillian-anderson-on-why-shes-closing-the-xfiles-after-25-years-20180115-h0iapf.html>.Kim, L.S. “‘Sex and the Single Girl’ in Postfeminism: The F Word on Television.” Television and New Media 2.4 (Nov. 2001): 319-334.Koven, Mikel J. “The X-Files.” Essential Cult TV Reader. Ed. David Lavery. Lexington: University of Kentucky Press, 2010. 337-343.McRobbie, Angela. “Notes on the Perfect: Competitive Femininity in Neoliberal Times.” Australian Feminist Studies 30:83 (2015): 3-20.Modery, Lauren. “Gillian Anderson Is the Feminist Twitter Hero We Need Right Now.” Birth. Movies. Death. 25 Jan. 2018. 1 Dec. 2018 <https://birthmoviesdeath.com/2018/01/25/gillian-anderson-is-the-feminist-twitter-hero-we-need-right-now>.Moses, Michael Valdez. “Kingdom of Darkness: Autonomy and Conspiracy in The X-Files and Millenium.” The Philosophy of TV Noir. Eds. Steven M. Sanders and Aeon J. Skoble. Lexington: U. of Kentucky P., 2008. 203-228.21stCentury Fox, the Geena Davis Institute on Gender in Media, and J. Walter Thompson Intelligence. The ‘Scully Effect’: I Want to Believe… in STEM. 2018. <https://impact.21cf.com/wp-content/uploads/sites/2/2018/03/ScullyEffectReport_21CF_1-1.pdf>.Wildermuth, Mark E. Gender, Science Fiction Television, and the American Security State: 1958-Present. London: Palgrave Macmillan, 2014.X-Files: Fight the Future. Dir. Rob Bowman. Perf. Gillian Anderson and David Duchovny. 20th Century Fox. 1998.

Imagining Sydney’s Sexual Geography through the Gay/Lesbian Media As a cultural geographer I am interested in how the identities of places are imagined in popular culture. Places do not exist a priori, but are constructed through social and cultural processes (Anderson and Gale). This does not simply refer to how built environments are materialized through planning and building, but rather elicits the way places are represented through maps, film, literature, art, and, of crucial importance in contemporary society, a range of media sources, including newspapers, websites and television (Cosgrove and Daniels; Duncan and Ley; May). These representations are what give different localities their identities, and consequently places cannot be experienced and interpreted apart from their circulated images (Shurmer-Smith; da Costa). In this brief paper I explore how Sydney’s King Street precinct is imagined as a gay/lesbian place in the gay/lesbian media – an approach which follows the examples of Forest and Miller, who respectively examine how West Hollywood, Los Angeles, and Davie Street, Vancouver, are defined and constructed in the gay/lesbian media as ‘gay places’. At the same time, I also seek to I extend this approach by exploring how different ostensibly gay/lesbian places are infused with different gay/lesbian identities by the gay/lesbian media. Sydney makes an interesting case study here. The city possesses two notable gay/lesbian precincts: the iconic Oxford Street precinct, located in the ‘inner east’, comprising Darlinghurst, Paddington and Surry Hills; and the King Street precinct, located in the ‘inner west’, encompassing Newtown, Erskineville and Enmore. While there is some research on Oxford Street as gay/lesbian space (Wotherspoon; Faro and Wotherspoon; Murphy and Watson), academic literature is silent on the particular position of King Street in Sydney’s gay/lesbian geography. McInnes, Hodge, and Costello and Hodge, for instance, bypass King Street, and instead examine the binary between ‘inner Sydney’ and the ‘western suburbs’ generated by the gay/lesbian media. While this work is important in demonstrating how Sydney’s gay/lesbian media imagines the city’s sexual geography – a ‘queer’ inner-city and ‘straight’ suburbia – these authors omit any consideration of differences within the inner-city, and instead focus on the similarities between the various gay/lesbian spaces of inner Sydney. For example, McInnes simply states: Sydney’s two gay spaces are considered to be the area[s] centred on Oxford Street Darlinghurst … and … King Street Newtown. These two places are gay spaces largely because of the presence of gay business … and because a large number of gay men and lesbians live in these two areas. (167) However, it is also possible to examine the differences between how these two discrete spaces are imagined in the gay/lesbian media. This is one of my aims in this paper. Through examining media representations of King Street specifically, rather than the inner-city generally, I seek to advance present understandings of Sydney’s gay/lesbian geography. Interpreting Media Images of King Street The commentaries analysed are taken from several gay/lesbian media sources widely circulated in Sydney – Sydney Star Observer (SSO), SX, Gay Australia Guide (GAG) and lesbian.com.au. They have been drawn from between 2003 and 2005. 2003 was selected as a suitable start date because of the closure of several gay/lesbian venues on and around Oxford Street during that year, prompting the publication of a number of articles in SSO (12 Dec. 2002, 20 Mar. 2003, 6 Nov. 2003) and SX (16 Oct. 2003, 15 July 2004) raising fears over the ‘de-gaying’ of Oxford Street. These reports signify heightened concern for the integrity of Sydney’s gay/lesbian geography by the gay/lesbian media and a concomitant anxiety over the place-identities of gay/lesbian precincts. These commentaries were then subject to various textual analyses (Hannam; Shurmer-Smith). Manifest and latent content analyses were used to extract key themes about the media constructions of King Street’s gay/lesbian place-identity. Here, I looked for the descriptors applied to King Street to elicit particular representations. Diverse words, like ‘alternative’ and ‘centre’, recurred over and over again. Since there seemed to be multiple – and somewhat competing – images of King Street in these media commentaries, I then turned to discourse analysis to try to understand how such divergent representations might arise, and what they signify about King Street’s gay/lesbian place-identity and the precinct’s place in the gay/lesbian media’s imaginative sexual geography of Sydney (Waitt; Miller). Here I paid close attention to the interpretive context of commentaries concerned with King Street, and the places (and identities) with which King Street was juxtaposed. This closer discursive analysis suggested that where King Street is considered in the gay/lesbian media, it is often juxtaposed with Oxford Street. In other words, the gay/lesbian media seems to have constructed a binary relationship between Oxford and King Streets, so that King Street is typically identified, defined and imagined in relation to Oxford Street. However, the contours of this binary relationship are unstable and shifting, differing across the commentaries. Sometimes Oxford Street is seen as the ‘hub’ of Sydney’s gay/lesbian geography, the symbolic ‘heart’ of the gay/lesbian spatial imaginary, while King Street is perceived as its ‘alternative’. But at other times, Oxford Street is described as ‘old’, and King Street is presented as its ‘successor’, the ‘new centre’ of gay/lesbian Sydney. Either way, what is significant is the way King Street is often made to rely on the image of Oxford Street for its own definition and identity. In the following discussion, I examine each of these imagined place-identities in turn, citing selected examples from the gay/lesbian media. Only the most explicit examples are presented and discussed, but the gay/lesbian media includes various other references juxtaposing and comparing the two street-precincts. King Street as the ‘Alternative’ A number of commentaries represent Oxford Street as the ‘centre’ or ‘heart’ of gay/lesbian Sydney, while King Street is presented as its ‘alternative’ (eg. SX 29 Jan. 2004). Take, for instance, the way they are juxtaposed in the following: Darlinghurst. Welcome to the hub of Sydney’s gay and lesbian community. Darlinghurst is home for some of Sydney’s hottest gay and lesbian clubs, cafes, and bars, and it’s where many community groups are based. The main strip, Oxford Street, is queer central. … Newtown. The edgier alternative to Darlinghurst. … The buzz here is on King Street, home to Sydney’s alternative and grunge crowd. (GAG’s Sydney Gay and Lesbian Visitors’ Guide, 2005, 6, 15) The heart of gay Sydney is Oxford Street. … It’s loud, proud and colourful. … Want something a little more edgier and cosmopolitan? Rock into Newtown. Sydney’s most colourful characters gather around King Street and Enmore Road. (http://www.lesbian.com.au/lesbiansydney.htm) In both commentaries, King Street is imagined in relation to Oxford Street. Oxford Street is presented first: the precinct can stand alone as ‘queer central’, ‘the heart of gay Sydney’, drawing on no other places for its definition as the centre of gay/lesbian Sydney. Oxford Street simply is gay/lesbian Sydney. Meanwhile, King Street is ‘second choice’ it seems. In both reports, descriptions of King Street appear immediately after Oxford Street, and are drawn in comparison, with King Street identified as Oxford Street’s ‘edger alternative’. Since it is depicted as the ‘hub’ of gay/lesbian Sydney, Oxford Street is also imagined as Sydney’s ‘gay ghetto’, a uniformly gay/lesbian residential-and-commercial space. This is another representation against which King Street is defined in the gay/lesbian media: Since moving from Taylor Square [Oxford Street] to the Newtown/St.Peters border [King Street] … I’ve celebrated being part of a mixed community. … Don’t get me wrong. I love living gay. … But a couple of years spent drowning in the ghetto has made me appreciate the simple things about not being a part of it. (SSO 20 Jan. 2005) Newtown is a culturally diverse suburb and fortunately it is gay-friendly, not a gay ghetto. People can be themselves in Newtown without fear of persecution. (SSO 27 Jan. 2005) I do not believe that Newtown [King Street] is a ‘gay ghetto’ … Granted, it is one of the few places where I can walk hand in and with my (male) partner and feel relatively safe. However, there is a wide diversity of people here, and the LGBT community is only a part of it. (SSO 21 Jan. 2005) Although these commentators are clearly happy to represent King Street as a ‘gay-friendly’ locality rather than a ‘gay ghetto’, this identity is only attained in contrast with Oxford Street, the gay ghetto. Again King Street is depicted as Oxford Street’s alternative, its particular ‘gay-friendly’ place-identity bound to a comparative relationship with Oxford Street. King Street as the ‘New Centre’ But this centre/alternative binary is unstable. In other commentaries, King Street is not presented as the ‘alternative’, but as the ‘successor’ to Oxford Street, the ‘new centre’ of gay/lesbian Sydney. Take the following commentary from GAG (Summer 2003), which now promotes King Street the ‘best gay street in Australia’: King Street, Newtown, is now the best GLBTI street in Sydney and, inevitably, in Oz – no argument. It’s book-ended by Victoria Park at its city end – site of the annual Mardi Gras fair day and poolside pashing all year round – and Sydney Park at its southern end – queer dog off-leash heaven. Without any of Oxford Street’s tackiness, here you’ll find the kissingest, handholdingest fags and dykes, along with hets who aren’t out to hoon or hurt. … Why? Because 24/7 it’s a lived-in street, not an after-hours entertainment strip for the desperate and dateless. King Street’s claim to be the ‘best gay street in Australia’, however, is tellingly made in direct comparison with Oxford Street (and interestingly, not with ‘gay streets’ in other Australian cities): while Oxford Street is a ‘tacky entertainment strip’, King Street is ‘lived-in’. Oxford Street continues to haunt the place-identity of King Street: even in being imagined as the ‘top’ gay precinct, King Street is defined against and through Oxford Street. In a similar vein, another article from SSO (21 Oct. 2004) asserts that ‘Newtown’s King Street is set to overtake Darlinghurst’s Oxford Street as the epicentre of gay Sydney’. The report outlines evidence for the elevation of King Street to the centre of gay/lesbian Sydney, in terms of residential visibility and the number of gay/lesbian organisations moving to the area, which include the New Mardi Gras, Twenty10 (a gay/lesbian youth service), the Gay and Lesbian Counselling Service, the Gender Centre and the Metropolitan Community Church. Yet even as King Street succeeds Oxford Street as the ‘epicentre of gay Sydney’, the precinct is imagined through Oxford Street: the article is entitled ‘King Street the new Darlo’. Here, King Street is not acknowledged as the centre of gay/lesbian Sydney in its own terms, by virtue of its own identity as a gay/lesbian place, but through replacing Oxford Street. Literally re-placing: King Street is not the ‘new centre’: it is the ‘new Darlo’. It is as if Oxford Street is inherently and synonymously ‘central’, and King Street can only be seen as central through being imagined as Oxford Street. In doing this, rather than asserting King Street’s gay/lesbian place-identity, Oxford Street’s identity as the symbolic ‘heart’ of Sydney’s gay/lesbian spatial imaginary is confirmed. It is not Oxford Street that has been dis-placed by King Street’s growing gay/lesbian community and identity. Rather, King Street’s identity has been dis-placed by the continued representation of Oxford Street as ‘queer central’. Conclusion The identities of different places are not ‘natural’, but constructed through social and cultural representations. In contemporary western society, the media – print, television, web-based – is a key producer and disseminator of place images and identities. This paper has sought to add to our understanding of this phenomenon. Specifically, I have sought to explore how the gay/lesbian media can influence the gay/lesbian identities of certain places. Moreover, by exploring how King Street has been represented in and through the gay/lesbian media vis-à-vis Oxford Street, I have attempted to understand how different gay/lesbian places are imbued with different and multiple gay/lesbian identities in the gay/lesbian media. Consequently, this discussion also augments our understanding of Sydney’s particular gay/lesbian geography, providing a more nuanced understanding of the imaginative sexual identities of different places collectively imagined as gay/lesbian. Several specific conclusions can be drawn here. First, King and Oxford Streets are imagined differently by the gay/lesbian media. Second, King Street is imagined in relation to Oxford Street. Third, these relational depictions shift between alternative to, and a successor of, Oxford Street. Finally, either way, King Street is often made to rely upon Oxford Street for its place-identity, infrequently imagined apart from Oxford Street. Yet, since place-identities are fluid and unstable, this may change in the future, especially as King Street continues to develop as a locality of gay/lesbian community and identity. And in looking to the future, I hope the claims made here stimulate further enquiry into the nuanced relationship between Sydney’s gay/lesbian precincts. More work remains to be done – not just of media representations – but in-depth interviews and participant observations to understand the experiences of King Street’s residents, and what this particular place means to them and their identities. References Anderson, Kay, and Fay Gale, eds. Inventing Places: Studies in Cultural Geography. Melbourne: Longman Chesire, 1992. Anon. “Oxford Hotel in Receivership.” Sydney Star Observer 6 Nov. 2003. Benzie, Tim. “Bye Bye Beresford.” Sydney Star Observer 12 Dec. 2002. ———. “Barracks Down.” Sydney Star Observer 20 Mar. 2003. Cosgrove, Daniel and Stephen Daniels. Eds. The Iconography of Landscape. Cambridge: Cambridge University Press, 1988. Costello, Lauren, and Stephen Hodge. “Queer/Clear/Here: Destabilising Sexualities and Space.” Australian Cultural Geographies. Ed. Elaine Stratford. South Melbourne: Oxford, 1999. 131-152. Da Costa, Maria Helena. “Cinematic Cities: Researching Films as Geographical Texts.” Cultural Geography in Practice. Eds. Alison Blunt, Pyrs Gruffudd, Jon May, Miles Ogborn, and David Pinder. London: Arnold, 2003. 191-201. Duncan, James, and David Ley, eds. Place/Culture/Representation. London: Routledge, 1993. Farrar, Stacy. “I See Gay People.” Sydney Star Observer 21 Jan. 2005. Faro, Clive, with Garry Wotherspoon. Street Seen: A History of Oxford Street. Melbourne: Melbourne University Press, 2000. Fishlock, Gary. “And Then There Were Nine.” SX 16 Oct. 2003. ———. “Oxford Street, Darlinghurst.” SX 29 Jan. 2004. ———. “A Call to Arms.” SX 15 July 2004. Forest, Benjamin. “West Hollywood as Symbol: The Significance of Place in the Construction of a Gay Identity.” Environment and Planning D: Society and Space 13.2 (1995): 133-157. Hannam, Kevin. “Coping with Archival and Textual Data.” Doing Cultural Geography. Ed. Pamela Shurmer-Smith. London: Sage, 2002. 189-197. Hodge, Stephen. “No Fags Out There: Gay Men, Identity and Suburbia.” Journal of Interdisciplinary Gender Studies 1.1 (1995): 41-48. Lesbian Sydney. 28 Nov. 2005 http://www.lesbian.com.au/lesbiansydney.htm>. May, Jon. “The View from the Streets: Geographies of Homelessness in the British Newspaper Press.” Cultural Geography in Practice. Eds. Alison Blunt, Pyrs Gruffudd, Jon May, Miles Ogborn, and David Pinder. London: Arnold, 2003. 23-36. McInnes, David. “Inside the Outside: Politics and Gay and Lesbian Spaces in Sydney.” Queer City: Gay and Lesbian Politics in Sydney. Eds. Craig Johnston and Paul van Reyk. Pluto Press: Annandale, 2001. 164-178. Miller, Vincent. “Intertextuality, the Referential Illusion and the Production of a Gay Ghetto.” Social and Cultural Geography 6.1 (2005): 61-80. Murphy, Peter and Sophie Watson. “Gay Sites and the Pink Dollar.” Written with Iain Bruce. Chapter 4 of Surface City: Sydney at the Millenium. Pluto: Annandale, 1997. O’Grady, Dominic, ed. Gay Australia Guide’s Sydney Gay and Lesbian Visitors’ Guide. Blackheath: Gay Travel Guides, 2005. Reader views. Sydney Star Observer 27 Jan. 2005. Shurmer-Smith, Pamela. “Reading Texts.” Doing Cultural Geography. Ed. Pamela Shurmer-Smith. London: Sage, 2002. 123-136. Van Reyk, Paul. “Best Gay Street – King Street Newtown, Sydney.” Gay Australia Guide 9 (Summer 2003): 11. Waitt, Gordon. “Doing Discourse Analysis.” Qualitative Research Methods in Human Geography. Ed. Iain Hay. South Melbourne: Oxford University Press, 2005. 163-191. Wearring, Myles. “King Street the New Darlo.” Sydney Star Observer 21 Oct. 2004. Wotherspoon, Garry. City of the Plain: History of a Gay Sub-Culture. Sydney: Hale and Iremonger, 1991. Citation reference for this article MLA Style Gorman-Murray, Andrew. "Imagining King Street in the Gay/Lesbian Media." M/C Journal 9.3 (2006). echo date('d M. Y'); ?> <http://journal.media-culture.org.au/0607/04-gorman-murray.php>. APA Style Gorman-Murray, A. (Jul. 2006) "Imagining King Street in the Gay/Lesbian Media," M/C Journal, 9(3). Retrieved echo date('d M. Y'); ?> from <http://journal.media-culture.org.au/0607/04-gorman-murray.php>.

1909–22: Turkey exterminated over 1.5 million of its ethnically Armenian, and hundreds of thousands of its ethnically Greek and Assyrian, citizens. Most died in 1915. This period of decimation in now widely called the Armenian Genocide (Balakian 179-80).1910: Siamanto first published his poem, The Dance: “The corpses were piled as trees, / and from the springs, from the streams and the road, / the blood was a stubborn murmur.” When springs run red, when the dead are stacked tree-high, when “everything that could happen has already happened,” then time is nothing: “there is no future [and] the language of civilised humanity is not our language” (Nichanian 142).2007: In my novel The Edge of the World a ceramic bowl, luminous blue, recurs as motif. Imagine you are tiny: the bowl is broken but you don’t remember breaking it. You’re awash with tears. You sit on the floor, gather shards but, no matter how you try, you can’t fix it. Imagine, now, that the bowl is the sky, huge and upturned above your head. You have always known, through every wash of your blood, that life is shockingly precarious. Silence—between heartbeats, between the words your parents speak—tells you: something inside you is terribly wrong; home is not home but there is no other home; you “can never be fully grounded in a community which does not share or empathise with the experience of persecution” (Wajnryb 130). This is the stubborn murmur of your body.Because time is nothing, this essay is fragmented, non-linear. Its main characters: my mother, grandmother (Hovsanna), grandfather (Benyamin), some of my mother’s older siblings (Krikor, Maree, Hovsep, Arusiak), and Mustafa Kemal Ataturk (Ottoman military officer, Young Turk leader, first president of Turkey). 1915–2013: Turkey invests much energy in genocide denial, minimisation and deflection of responsibility. 24 April 2012: Barack Obama refers to the Medz Yeghern (Great Calamity). The use of this term is decried as appeasement, privileging political alliance with Turkey over human rights. 2003: Between Genocide and Catastrophe, letters between Armenian-American theorist David Kazanjian and Armenian-French theorist Marc Nichanian, contest the naming of the “event” (126). Nichanian says those who call it the Genocide are:repeating every day, everywhere, in all places, the original denial of the Catastrophe. But this is part of the catastrophic structure of the survivor. By using the word “Genocide”, we survivors are only repeating […] the denial of the loss. We probably cannot help it. We are doing what the executioner wanted us to do […] we claim all over the world that we have been “genocided;” we relentlessly need to prove our own death. We are still in the claws of the executioner. We still belong to the logic of the executioner. (127)1992: In Revolution and Genocide, historian Robert Melson identifies the Armenian Genocide as “total” because it was public policy intended to exterminate a large fraction of Armenian society, “including the families of its members, and the destruction of its social and cultural identity in most or all aspects” (26).1986: Boyajian and Grigorian assert that the Genocide “is still operative” because, without full acknowledgement, “the ghosts won’t go away” (qtd. in Hovannisian 183). They rise up from earth, silence, water, dreams: Armenian literature, Armenian homes haunted by them. 2013: My heart pounds: Medz Yeghern, Aksor (Exile), Anashmaneli (Indefinable), Darakrutiun (Deportation), Chart (Massacre), Brnagaght (Forced migration), Aghed (Catastrophe), Genocide. I am awash. Time is nothing.1909–15: Mustafa Kemal Ataturk was both a serving Ottoman officer and a leader of the revolutionary Young Turks. He led Ottoman troops in the repulsion of the Allied invasion before dawn on 25 April at Gallipoli and other sites. Many troops died in a series of battles that eventually saw the Ottomans triumph. Out of this was born one of Australia’s founding myths: Australian and New Zealand Army Corps (ANZACs), courageous in the face of certain defeat. They are commemorated yearly on 25 April, ANZAC Day. To question this myth is to risk being labelled traitor.1919–23: Ataturk began a nationalist revolution against the occupying Allies, the nascent neighbouring Republic of Armenia, and others. The Allies withdrew two years later. Ataturk was installed as unofficial leader, becoming President in 1923. 1920–1922: The last waves of the Genocide. 2007: Robert Manne published A Turkish Tale: Gallipoli and the Armenian Genocide, calling for a recontextualisation of the cultural view of the Gallipoli landings in light of the concurrence of the Armenian Genocide, which had taken place just over the rise, had been witnessed by many military personnel and widely reported by international media at the time. Armenian networks across Australia were abuzz. There were media discussions. I listened, stared out of my office window at the horizon, imagined Armenian communities in Sydney and Melbourne. Did they feel like me—like they were holding their breath?Then it all went quiet. Manne wrote: “It is a wonderful thing when, at the end of warfare, hatred dies. But I struggle to understand why Gallipoli and the Armenian Genocide continue to exist for Australians in parallel moral universes.” 1992: I bought an old house to make a home for me and my two small children. The rooms were large, the ceilings high, and behind it was a jacaranda with a sturdy tree house built high up in its fork. One of my mother’s Armenian friends kindly offered to help with repairs. He and my mother would spend Saturdays with us, working, looking after the kids. Mum would stay the night; her friend would go home. But one night he took a sleeping bag up the ladder to the tree house, saying it reminded him of growing up in Lebanon. The following morning he was subdued; I suspect there were not as many mosquitoes in Lebanon as we had in our garden. But at dinner the previous night he had been in high spirits. The conversation had turned, as always, to politics. He and my mother had argued about Turkey and Russia, Britain’s role in the development of the Middle East conflict, the USA’s roughshod foreign policy and its effect on the world—and, of course, the Armenian Genocide, and the killingof Turkish governmental representatives by Armenians, in Australia and across the world, during the 1980s. He had intimated he knew the attackers and had materially supported them. But surely it was the beer talking. Later, when I asked my mother, she looked at me with round eyes and shrugged, uncharacteristically silent. 2002: Greek-American diva Diamanda Galas performed Dexifiones: Will and Testament at the Perth Concert Hall, her operatic work for “the forgotten victims of the Armenian and Anatolian Greek Genocide” (Galas).Her voice is so powerful it alters me.1925: My grandmother, Hovsanna, and my grandfather, Benyamin, had twice been separated in the Genocide (1915 and 1922) and twice reunited. But in early 1925, she had buried him, once a prosperous businessman, in a swamp. Armenians were not permitted burial in cemeteries. Once they had lived together in a big house with their dozen children; now there were only three with her. Maree, half-mad and 18 years old, and quiet Hovsep, aged seven,walked. Then five-year-old aunt, Arusiak—small, hungry, tired—had been carried by Hovsanna for months. They were walking from Cilicia to Jerusalem and its Armenian Quarter. Someone had said they had seen Krikor, her eldest son, there. Hovsanna was pregnant for the last time. Together the four reached Aleppo in Syria, found a Christian orphanage for girls, and Hovsanna, her pregnancy near its end, could carry Arusiak no further. She left her, promising to return. Hovsanna’s pains began in Beirut’s busy streets. She found privacy in the only place she could, under a house, crawled in. Whenever my mother spoke of her birth she described it like this: I was born under a stranger’s house like a dog.1975: My friend and I travelled to Albany by bus. After six hours we were looking down York Street, between Mount Clarence and Mount Melville, and beyond to Princess Royal Harbour, sapphire blue, and against which the town’s prosperous life—its shopfronts, hotels, cars, tourists, historic buildings—played out. It took away my breath: the deep harbour, whaling history, fishing boats. Rain and sun and scudding cloud; cliffs and swells; rocky points and the white curves of bays. It was from Albany that young Western Australian men, volunteers for World War I, embarked on ships for the Middle East, Gallipoli, sailing out of Princess Royal Harbour.1985: The Australian Government announced that Turkey had agreed to have the site of the 1915 Gallipoli landings renamed Anzac Cove. Commentators and politicians acknowledged it as historic praised Turkey for her generosity, expressed satisfaction that, 70 years on, former foes were able to embrace the shared human experience of war. We were justifiably proud of ourselves.2005: Turkey made her own requests. The entrance to Albany’s Princess Royal Harbour was renamed Ataturk Channel. A large bronze statue of Ataturk was erected on the headland overlooking the Harbour entrance. 24 April 1915: In the town of Hasan Beyli, in Cilicia, southwest Turkey, my great grandfather, a successful and respected businessman in his 50s, was asleep in his bed beside his wife. He had been born in that house, as had his father, grandfather, and all his children. His brother, my great uncle, had bought the house next door as a young man, brought his bride home to it, lived there ever since; between the two households there had been one child after another. All the cousins grew up together. My great grandfather and great uncle had gone to work that morning, despite their wives’ concerns, but had returned home early. The women had been relieved to see them. They made coffee, talked. Everyone had heard the rumours. Enemy ships were massing off the coast. 1978: The second time in Albany was my honeymoon. We had driven into the Goldfields then headed south. Such distance, such beautiful strangeness: red earth, red rocks; scant forests of low trees, thin arms outstretched; the dry, pale, flat land of Norseman. Shimmering heat. Then the big, wild coast.On our second morning—a cool, overcast day—we took our handline to a jetty. The ocean was mercury; a line of cormorants settled and bobbed. Suddenly fish bit; we reeled them in. I leaned over the jetty’s side, looked down into the deep. The water was clear and undisturbed save the twirling of a pike that looked like it had reversed gravity and was shooting straight up to me. Its scales flashed silver as itbroke the surface.1982: How could I concentrate on splicing a film with this story in my head? Besides the desk, the only other furniture in the editing suite was a whiteboard. I took a marker and divided the board into three columns for the three generations: my grandparents, Hovsanna and Benyamin; my mother; someone like me. There was a lot in the first column, some in the second, nothing in the third. I stared at the blankness of my then-young life.A teacher came in to check my editing. I tried to explain what I had been doing. “I think,” he said, stony-faced, “that should be your third film, not your first.”When he had gone I stared at the reels of film, the white board blankness, the wall. It took 25 years to find the form, the words to say it: a novel not a film, prose not pictures.2007: Ten minutes before the launch of The Edge of the World, the venue was empty. I made myself busy, told myself: what do you expect? Your research has shown, over and over, this is a story about which few know or very much care, an inconvenient, unfashionable story; it is perfectly in keeping that no-one will come. When I stepped onto the rostrum to speak, there were so many people that they crowded the doorway, spilled onto the pavement. “I want to thank my mother,” I said, “who, pretending to do her homework, listened instead to the story her mother told other Armenian survivor-women, kept that story for 50 years, and then passed it on to me.” 2013: There is a section of The Edge of the World I needed to find because it had really happened and, when it happened, I knew, there in my living room, that Boyajian and Grigorian (183) were right about the Armenian Genocide being “still operative.” But I knew even more than that: I knew that the Diaspora triggered by genocide is both rescue and weapon, the new life in this host nation both sanctuary and betrayal. I picked up a copy, paced, flicked, followed my nose, found it:On 25 April, the day after Genocide memorial-day, I am watching television. The Prime Minister stands at the ANZAC memorial in western Turkey and delivers a poetic and moving speech. My eyes fill with tears, and I moan a little and cover them. In his speech he talks about the heroism of the Turkish soldiers in their defence of their homeland, about the extent of their losses – sixty thousand men. I glance at my son. He raises his eyebrows at me. I lose count of how many times Kemal Ataturk is mentioned as the Father of Modern Turkey. I think of my grandmother and grandfather, and all my baby aunts and uncles […] I curl over like a mollusc; the ache in my chest draws me in. I feel small and very tired; I feel like I need to wash.Is it true that if we repeat something often enough and loud enough it becomes the truth? The Prime Minister quotes Kemal Ataturk: the ANZACS who died and are buried on that western coast are deemed ‘sons of Turkey’. My son turns my grandfather’s, my mother’s, my eyes to me and says, It is amazing they can be so friendly after we attacked them.I draw up my knees to my chest, lay my head and arms down. My limbs feel weak and useless. My throat hurts. I look at my Australian son with his Armenian face (325-6).24 April 1915 cont: There had been trouble all my great grandfather’s life: pogrom here, massacre there. But this land was accustomed to colonisers: the Mongols, the Persians, latterly the Ottomans. They invade, conquer, rise, fall; Armenians stay. This had been Armenian homeland for thousands of years.No-one masses ships off a coast unless planning an invasion. So be it. These Europeans could not be worse than the Ottomans. That night, were my great grandfather and great uncle awoken by the pounding at each door, or by the horses and gendarmes’ boots? They were seized, each family herded at gunpoint into its garden, and made to watch. Hanging is slow. There could be no mistakes. The gendarmes used the stoutest branches, stayed until they were sure the men weredead. This happened to hundreds of prominent Armenian men all over Turkey that night.Before dawn, the Allies made landfall.Each year those lost in the Genocide are remembered on 24 April, the day before ANZAC Day.1969: I asked my mother if she had any brothers and sisters. She froze, her hands in the sink. I stared at her, then slipped from the room.1915: The Ottoman government decreed: all Armenians were to surrender their documents and report to authorities. Able-bodied men were taken away, my grandfather among them. Women and children, the elderly and disabled, were told to prepare to walk to a safe camp where they would stay for the duration of the war. They would be accompanied by armed soldiers for their protection. They were permitted to take with them what they could carry (Bryce 1916).It began immediately, pretty young women and children first. There are so many ways to kill. Months later, a few dazed, starved survivors stumbled into the Syrian desert, were driven into lakes, or herded into churches and set alight.Most husbands and fathers were never seen again. 2003: I arrived early at my son’s school, parked in the shade, opened The Silence: How Tragedy Shapes Talk, and began to read. Soon I was annotating furiously. Ruth Wajnryb writes of “growing up among innocent peers in an innocent landscape” and also that the notion of “freedom of speech” in Australia “seems often, to derive from that innocent landscape where reside people who have no personal scars or who have little relevant historical knowledge” (141).1984: I travelled to Vancouver, Canada, and knocked on Arusiak’s door. Afraid she would not agree to meet me, I hadn’t told her I was coming. She was welcoming and gracious. This was my first experience of extended family and I felt loved in a new and important way, a way I had read about, had observed in my friends, had longed for. One afternoon she said, “You know our mother left me in an orphanage…When I saw her again, it was too late. I didn’t know who they were, what a family was. I felt nothing.” “Yes, I know,” I replied, my heart full and hurting. The next morning, over breakfast, she quietly asked me to leave. 1926: When my mother was a baby, her 18 year-old sister, Maree, tried to drown her in the sea. My mother clearly recalled Maree’s face had been disfigured by a sword. Hovsanna, would ask my mother to forgive Maree’s constant abuse and bad behaviour, saying, “She is only half a person.”1930: Someone gave Hovsanna the money to travel to Aleppo and reclaim Arusiak, by then 10 years old. My mother was intrigued by the appearance of this sister but Arusiak was watchful and withdrawn. When she finally did speak to my then five-year-old mother, she hissed: “Why did she leave me behind and keep you?”Soon after Arusiak appeared, Maree, “only half a person,” disappeared. My mother was happy about that.1935: At 15, Arusiak found a live-in job and left. My mother was 10 years old; her brother Hovsep, who cared for her before and after school every day while their mother worked, and always had, was seventeen. She adored him. He had just finished high school and was going to study medicine. One day he fell ill. He died within a week.1980: My mother told me she never saw her mother laugh or, once Hovsep died, in anything other than black. Two or three times before Hovsep died, she saw her smile a little, and twice she heard her singing when she thought she was alone: “A very sad song,” my mother would say, “that made me cry.”1942: At seventeen, my mother had been working as a live-in nanny for three years. Every week on her only half-day off she had caught the bus home. But now Hovsanna was in hospital, so my mother had been visiting her there. One day her employer told her she must go to the hospital immediately. She ran. Hovsanna was lying alone and very still. Something wasn’t right. My mother searched the hospital corridors but found no-one. She picked up a phone. When someone answered she told them to send help. Then she ran all the way home, grabbed Arusiak’s photograph and ran all the way back. She laid it on her mother’s chest, said, “It’s all right, Mama, Arusiak’s here.”1976: My mother said she didn’t like my boyfriend; I was not to go out with him. She said she never disobeyed her own mother because she really loved her mother. I went out with my boyfriend. When I came home, my belongings were on the front porch. The door was bolted. I was seventeen.2003: I read Wajnryb who identifies violent eruptions of anger and frozen silences as some of the behaviours consistent in families with a genocidal history (126). 1970: My father had been dead over a year. My brothers and I were, all under 12, made too much noise. My mother picked up the phone: she can’t stand us, she screamed; she will call an orphanage to take us away. We begged.I fled to my room. I couldn’t sit down. I couldn’t keep still. I paced, pressed my face into a corner; shook and cried, knowing (because she had always told us so) that she didn’t make idle threats, knowing that this was what I had sometimes glimpsed on her face when she looked at us.2012: The Internet reveals images of Ataturk’s bronze statue overlooking Princess Royal Harbour. Of course, it’s outsized, imposing. The inscription on its plinth reads: "Peace at Home/ Peace in the World." He wears a suit, looks like a scholar, is moving towards us, a scroll in his hand. The look in his eyes is all intensity. Something distant has arrested him – a receding or re-emerging vision. Perhaps a murmur that builds, subsides, builds again. (Medz Yeghern, Aksor, Aghed, Genocide). And what is written on that scroll?2013: My partner suggested we go to Albany, escape Perth’s brutal summer. I tried to explain why it’s impossible. There is no memorial in Albany, or anywhere else in Western Australia, to the 1.5 million victims of the Armenian Genocide. ReferencesAkcam, Taner. “The Politics of Genocide.” Online Video Clip. YouTube. YouTube, 11 Dec. 2011. 6 Mar. 2013 ‹http://www.youtube.com/watchv=OxAJaaw81eU&noredirect=1genocide›.Balakian, Peter. The Burning Tigress: The Armenian Genocide. London: William Heinemann, 2004.BBC. “Kemal Ataturk (1881–1938).” BBC History. 2013. 6 Mar. 2013 ‹http://www.bbc.co.uk/history/historic_figures/ataturk_kemal.shtml›.Boyajian, Levon, and Haigaz Grigorian. “Psychological Sequelae of the Armenian Genocide.”The Armenian Genocide in Perspective. Ed. Richard Hovannisian. New Brunswick: Transaction, 1987. 177–85.Bryce, Viscount. The Treatment of the Armenians in the Ottoman Empire. London: Hodder and Stoughton, 1916.Galas, Diamanda. Program Notes. Dexifiones: Will and Testament. Perth Concert Hall, Perth, Australia. 2001.———.“Dexifiones: Will and Testament FULL Live Lisboa 2001 Part 1.” Online Video Clip. YouTube, 5 Nov. 2011. Web. 6 Mar. 2013 ‹http://www.youtube.com/watch?v=mvVnYbxWArM›.Kazanjian, David, and Marc Nichanian. “Between Genocide and Catastrophe.” Loss. Eds. David Eng and David Kazanjian. Los Angeles: U of California P, 2003. 125–47.Manne, Robert. “A Turkish Tale: Gallipoli and the Armenian Genocide.” The Monthly Feb. 2007. 6 Mar. 2013 ‹http://www.themonthly.com.au/turkish-tale-gallipoli-and-armenian-genocide-robert-manne-459›.Matiossian, Vartan. “When Dictionaries Are Left Unopened: How ‘Medz Yeghern’ Turned into a Terminology of Denial.” The Armenian Weekly 27 Nov. 2012. 6 Mar. 2013 ‹http://www.armenianweekly.com/2012/11/27/when-dictionaries-are-left-unopened-how-medz-yeghern-turned-into-terminology-of-denial/›.Melson, Robert. Revolution and Genocide. Chicago: U of Chicago P, 1996.Nicholson, Brendan. “ASIO Detected Bomb Plot by Armenian Terrorists.” The Australian 2 Jan. 2012. 6 Mar. 2013 ‹http://www.theaustralian.com.au/in-depth/cabinet-papers/asio-detected-bomb-plot-by-armenian-terrorists/story-fnbkqb54-1226234411154›.“President Obama Issues Statement on Armenian Remembrance Day.” The Armenian Weekly 24 Apr. 2012. 5 Mar. 2013 ‹http://www.armenianweekly.com/2012/04/24/president-obama-issues-statement-on-armenian-remembrance-day/›.Polain, Marcella. The Edge of the World. Fremantle: Fremantle Press, 2007.Siamanto. “The Dance.” Trans. Peter Balakian and Nervart Yaghlian. Adonias Dalgas Memorial Page 5 Mar. 2013 ‹http://www.terezakis.com/dalgas.html›.Stockings, Craig. “Let’s Have a Truce in the Battle of the Anzac Myth.” The Australian 25 Apr. 2012. 6 Mar. 2013 ‹http://www.theaustralian.com.au/national-affairs/opinion/lets-have-a-truce-in-the-battle-of-the-anzac-myth/story-e6frgd0x-1226337486382›.Wajnryb, Ruth. The Silence: How Tragedy Shapes Talk. Crows Nest: Allen and Unwin, 2001.