Journal articles on the topic 'Computer industry, fiction'

Horror fiction is a thriving industry. Many consumers pay hard-earned money to be scared witless by films, books, and computer games. The well-told horror story can affect even the most obstinate skeptic. How and why does horror fiction work? Why are people so fascinated with monsters? Why do horror stories generally travel well across cultural borders, if all they do is encode salient culturally contingent anxieties, as some horror scholars have claimed? I argue that an evolutionary perspective is useful in explaining the appeal of horror, but also that this perspective cannot stand alone. An exhaustive, vertically integrated theory of horror fiction incorporates the cultural dimension. I make the case for a biocultural approach, one that recognizes evolutionary underpinnings and cultural variation.

This article sketches some of the relationships between the technosciences (primarily biotechnology and biomedicine) and science fiction. Taken as a discursive practice, science fiction constructs futurological narratives of progress as well as conditions the very techniques and research that may have taken place. The tensions and inconsistencies within the biotech industry are considered as a zone where science fiction is put to work as negotiator and mode of legitimization. However, as cultural theorists such as Fredric Jameson and Jean Baudrillard suggest, science fiction can also fulfill a critical function, highlighting the contingencies and limitations in biotech's self-fulfilling narrative of future-medicine. A consideration of the emerging category of “net.art” provides one starting point for a critical science fiction practice.

The evolution of conceptual developments in the field of transport is considered in the paper. It is possible to clearly trace the significance of these developments and the impact of various spheres of human life on their forming. Conceptual transport finds its application not only in the field of entertainment such as science-fiction films or computer games, but is crucial in the design of new industrial objects in the automotive industry and in the choice of strategic directions of development of industry and each brand in particular.

The article scrutinizes the distinctions between myth, fairytale, and fantasy within the studyof the fantasy genre, an increasingly significant aspect of contemporary world and Kazakh literature. Fourpredominant perspectives on fantasy in modern literary studies are discussed. One viewpoint negates fantasy’sindependent literary status, deeming it a subset of fiction, supported by its widespread presence in modernliterature, films, and popular culture. Another perspective equates fantasy with fairytales, illustrated byJ.R.R. Tolkien’s initial classification of his works as “fairytales” before the term “fantasy” gained scholarlyrecognition. Some researchers argue that fantasy’s roots lie in mythology, specifically a “neomyth” born fromauthors’ mythological thinking and ancient myths. This viewpoint is deemed by the author to reveal the genesisand literary essence of fantasy most comprehensively. Lastly, a less supported view ties fantasy’s emergence tothe evolution of “horror” literature, inspired by 90s computer games, notably championed by the Polish futuristS.S. Lem. However, this perspective lacks substantial backing. The author of the article managed to give hisown, author’s definition of fantasy by analyzing the opinions of supporters of these four views on the fantasygenre. The scientific article discusses the problems of interrelation and differences between fantasy works frommythology, fairy tales and science fiction. The analysis of definitions and interpretations of literary scholars onthis issue is carried out. The author’s definition of the fantasy genre based on a comparative analysis of variousliterary genres is proposed. A comparative table of interrelationships and features of mythology, folklore andliterary fairy tales, science fiction, as well as the fantasy genre has been formed. It is concluded that fantasy isa syncretic, dynamic meta-genre that unites literature, philosophy, cultural studies, pedagogy, psychology, thefilm industry, animated films, computer games, entertainment and other areas.

In recent years, news media has been greatly disrupted by the potential of technologically driven approaches in the creation, production, and distribution of news products and services. Artificial intelligence (AI) has emerged from the realm of science fiction and has become a very real tool that can aid society in addressing many issues, including the challenges faced by the news industry. The ubiquity of computing has become apparent and has demonstrated the different approaches that can be achieved using AI. We analyzed the news industry’s AI adoption based on the seven subfields of AI: (i) machine learning; (ii) computer vision (CV); (iii) speech recognition; (iv) natural language processing (NLP); (v) planning, scheduling, and optimization; (vi) expert systems; and (vii) robotics. Our findings suggest that three subfields are being developed more in the news media: machine learning, computer vision, and planning, scheduling, and optimization. Other areas have not been fully deployed in the journalistic field. Most AI news projects rely on funds from tech companies such as Google. This limits AI’s potential to a small number of players in the news industry. We made conclusions by providing examples of how these subfields are being developed in journalism and presented an agenda for future research.

Due to a proportionally increasing population and food demands, the food industry has come up with wide innovations, opportunities, and possibilities to manufacture meat under in vitro conditions. The amalgamation of cell culture and tissue engineering has been the base idea for the development of the synthetic meat, and this has been proposed to be a pivotal study for a futuristic muscle development program in the medical field. With improved microbial and chemical advancements, in vitro meat matched the conventional meat and is proposed to be eco-friendly, healthy, nutrient rich, and ethical. Despite the success, there are several challenges associated with the utilization of materials in synthetic meat manufacture, which demands regulatory and safety assessment systems to manage the risks associated with the production of cultured meat. The role of 3D bioprinting meat analogues enables a better nutritional profile and sensorial values. The integration of nanosensors in the bioprocess of culture meat eased the quality assessment throughout the food supply chain and management. Multidisciplinary approaches such as mathematical modelling, computer fluid dynamics, and biophotonics coupled with tissue engineering will be promising aspects to envisage the future prospective of this technology and make it available to the public at economically feasible rates.

The films teenagers watch have a significant influence on their behavior. After witnessing a film starring an actor with a particular social habit or personality trait, viewers, particularly youngsters, may attempt to adopt the actor’s behavior. This study proposes an algorithm-based technique for predicting the market potential of upcoming science fiction films. Numerous science fiction films are released annually, and working in the film industry is both profitable and delightful. Before the film’s release, it is necessary to conduct research and make informed predictions about its success. In this investigation, different machine learning methods written in MATLAB are examined to identify and forecast the future performance of movies. Using 14 methods for machine learning, it was feasible to predict how individuals would vote on science fiction films. Due to their superior performance, the fine, medium, and weighted KNN algorithms were given more consideration. In comparison to earlier studies, the KNN-adopted methods displayed greater precision (0.89–0.93), recall (0.88–0.92), and accuracy (90.1–93.0%), as well as a rapid execution rate, more robust estimations, and a shorter execution time. These tabulated statistics illustrate that the weighted KNN method is effective and trustworthy. If several KNN algorithms targeting specific viewer behavior are logically coupled, the film business and its global expansion can benefit from precise and consistent forecast outcomes. This study illustrates how prospective data analytics could improve the film industry. It is possible to develop a model that predicts a film’s success, effect, and social behavior by assessing features that contribute to its success based on historical data.

Light Prop for an Electric Stage was presented in 1930 as a prototype for a new kind of mechanical theater that was meant to spark future partnerships between art and industry. Although it was never put into industrial production, Light Prop circulated as an early example of kinetic sculpture, as documented in a highly composed film, in photographs and in textual accounts. In 2016, the Harvard Art Museums and metaLAB (at) Harvard filmed Light Prop and its 2006 replica under highly controlled conditions. The resulting comparative media reveals how László Moholy-Nagy’s film served as the “design fiction” guiding the replication and conservation of Light Prop.

As the field of mobile media studies continues to grow, researchers are focusing on new developments and trends in mobile technologies. One of these areas that has been garnering interest is mobile augmented reality (AR) technologies. While much of the earliest research in AR was primarily focused on answering computer science and engineering related questions, social science and humanities scholars have started taking note of AR as perhaps the next major development in mobile media. Given that much of this research has been distributed across interdisciplinary lines and from many different theoretical perspectives, this piece identifies some early lines of media, communication, and social science research into AR and identifies key themes and areas of focus: AR users/nonusers, AR devices, AR content, and AR industry. By organizing these lines of research, this manuscript serves as a call for specific future areas of research, suggests new approaches that researchers could take to explore interrelationships between these areas, and advocates for the necessity of research that examines different levels (micro/meso/macro) of analysis within AR. The goal of this piece is to advance a framework that informs and motivates mobile scholars to consider and integrate AR into their research areas, at a moment where it is in the process of moving from science fiction to material reality, from blueprint to prototype, and from laboratory to homes, cars, workplaces, and pockets.

Augmented reality (AR) has come a long way since it was previously only shown in science fiction films; it is now widely employed in the educational sector as well. The educational industry should not fall behind in the use of augmented reality to improve student teaching and learning. In addition, a few published studies have studied the use of AR in education, but the majority of these studies have not focused on content creation or the long-term impact of augmented reality on the respondents. This research is intended to fill a gap in the existing literature. The initiative is significant to the extent that understanding these areas is a useful indicator of what teachers and other stakeholders can do to improve the situation. The purpose of the study was to (a) determine whether there were any significant gender or academic qualification inequalities among respondents, and (b) determine how AR affected their learning process. A total of 76 students, 36 males and 40 females, participated in the study. Over ninety percent of the students surveyed in the study said that the augmented materials effectively communicated teaching and were beneficial to them. In addition, females (N = 40, mean = 29.35, SD = 3.13) showed a more positive outlook on the application of augmented reality than males. In addition, students with a higher level of education were more enthusiastic about the application of augmented reality.

There are three stages in the technological history of the modern book industry as a scalable and mass production of books. The main attention is paid to the history of digital books, the beginning of which is associated not so much with the beginning of digital book production, but with the advent of digital distribution. On the technical side, this meant developing common industry standards for the digital book, building a distribution infrastructure based on the Internet, and gaining broadband access to it for the mass consumer. Equally significant were the cultural shifts that accompanied or resulted from this technical transformation. The digitalization of the book itself did not have a significant impact on the industry before the ubiquity of the Internet, since the sphere of existence of digital books was limited to a small number of qualified users. Everything changed in the first two decades of the 21st century, when the laws of the “attention economy” came into force and the mechanism of competition for the user’s time by content was activated. A digital book, on the one hand, is becoming more accessible; on the other hand, the time spent on reading books is being reduced. The development of computer technologies and the Internet, in addition to removing the barrier to access to content, removes a significant number of barriers to content publication. It is important to note that the publishing filter in the context of open publication also ceases to work in legal terms, and its disappearance led, in particular, to the emergence and rapid growth of fan fiction literature, which is in the “gray” zone of copyright. The spread of the Internet, of course, creates not only problems, but also opportunities for publishers, in particular, by changing communication with readers. The Internet has made possible not only direct communication with the reader and reader communities, but also a much more effective prompt response to readers’ requests, including those supported by compelling economic incentives. The changes that are taking place in the book industry at the third stage of technological transformation have a very heterogeneous effect on publishers in different countries, depending on the degree of market development, Internet penetration, and readers’ digital content habits. The main point is that these changes take place in very different ways in different types of book publishing. Obviously, “book”, whatever its definition one gives, is just a convenient collective format for completely different texts, materialized or embodied in digital form in different ways. At the same time, the functional purpose of the text and the way the reader treats it determine the trajectory along which the industrial niche corresponding to certain types of publications will develop, in which direction it will evolve.

Privacy policy and term agreement documents are considered the gateway for software adoption and use. The documents provide a means for the provider to outline expectations of the software use, and also provide an often-separate document outlining how user data is collected, stored, and used--including if it is shared with other parties. A user agreeing with the terms, assumes that they have a full understanding the terms of the agreement and have provided consent. Often however, users do not read the documents because they are long and full of legalistic and inconsistent language, are regularly amended, and may not disclose all the details on what is done to the user data. Enforcing compliance and ensuring user consent have been persistent challenges to policy makers and privacy researchers. This design fiction puts forward an alternate reality and presents a policy-based approach to fording the consent gap with the TL;DR Charter: an agreement governing the parties involved by harnessing the power of formal governments, industry, and other stakeholders, and taking users expectation of privacy into account. The Charter allows us as researchers to examine the implications on trust, decision-making, consent, accountability and the impact of future technologies.

Purpose This paper is a “Q&A interview” conducted by Joanne Pransky of Industrial Robot Journal as a method to impart the combined technological, business and personal experience of a prominent, robotic industry engineer-turned successful innovator and leader regarding the challenges of bringing technological discoveries to fruition. This paper aims to discuss these issues. Design/methodology/approach The interviewee is Dr Robin R. Murphy, Raytheon Professor of Computer Science and Engineering, Texas A&M University; Co-lead, Emergency Informatics EDGE Innovation Network Center, Texas A&M, Director of the Humanitarian Robotics and AI Laboratory and Vice President of the Center for Robot-Assisted Search and Rescue (CRASAR) http://crasar.org. In this interview, Dr Murphy provides answers to questions regarding her pioneering experiences in rescue robotics. Findings As a child, Dr Murphy knew she wanted to be a mechanical engineer and obtained her BME degree from Georgia Institute of Technology (Georgia Tech). While working in industry after her BME, she fell in love with computer science and received an MS and PhD in Computer Science at Georgia Tech where she was a Rockwell International Doctoral Fellow. In the mid-1990s, while teaching at the Colorado School of Mines, she pioneered rescue robots after one of her graduate students returned from the Oklahoma City bombing and suggested that small rescue robots should be developed for future disasters. The National Science Foundation awarded Murphy and her students the first grant for search-and-rescue robots. She has since assisted in responses at more than 20 worldwide disasters, including Hurricane Katrina, the Crandall Canyon Mine collapse, the Tohoku Tsunami and the Fukushima Daiichi nuclear accident. Originality/value The response to the World Trade Center attacks after September 11, 2001 by Dr Murphy’s team from the University of South Florida (the only academic institution), along with four other teams brought together by CRASAR, marked the first recorded use of a rescue robot at a disaster site. In addition to being a founder in the field of rescue robots, she is also a founder in the field of human–robot interaction and the Roboticists Without Borders. She has written over 100 publications and three books: the best-selling textbook, Introduction to AI Robotics, Disaster Robotics and Robotics-Through-Science-Fiction: Artificial Intelligence Explained Six Classic Robot Short Stories. Dr Murphy has received approximately 20 national awards and honors including: the AUVSI’s Al Aube Outstanding Contributor Award, the Eugene L. Lawler Award for Humanitarian Contributions within Computer Science and Informatics, CMU Field Robotics Institute “Pioneer in Field Robotics” and TIME Magazine, Innovators in Artificial Intelligence. She is an IEEE Fellow.

In this article I analyse the ways in which contemporary American movies are altered due to the growing influence of the emerging entertainment media market in China. For the first time in history, 2020 saw Chinese box office overtake its American counterpart in terms of yearly income. This milestone illustrates how significant the Chinese market has become. The At the same time, being an authoritarian regime, the PRC has a robust, refined and strict system of censorship at its disposal. In order for a foreign film to be admitted into the Chinese cinemas, it has to pass domestic censorship. In some decades, particularly in the 1970s, American movies were able to promote values which were not adhering to the mainstream, or were even a platform for criticism of the domestic establishment. Currently, the US film industry is predominantly driven by capitalist logic — box office appears to be the main factor dictating the content (and outlook) of fiction films. This model is exploited by China through imposition of numerous restrictions and regulations. In my analysis I show how “forbidden” topics, plots or even small details become altered in order to satisfy the regulations introduced by the Chinese government.

Literature as representation has not only been able to capture the people’s imagination of a given epoch but has in itself constituted a historical account that goes deeper than mere representation of historical fact. As such, literature is a good tool for historical representation and examination, which complements historical records. Whereas history deals with hard historical facts, literature deals with fictionalised history inspired by historical events or imagination but in either case shaped by the society it represents. Thus, one can read a historical novel as both a fictional and factual representation of the historical fact. In this regard, the paper argues that the intersection between literature and history is inevitable because fiction uses the creative industry to represent historical events with both history and literature being products of society. Using a historical approach, this paper uses Achebe’s Things Fall Apart, Hussein’s Kinjeketile and Rubadili’s “Stanley Meets Mutesa,” which represents the three key genres—novel, drama and poetry, respectively, to interrogate how history and literature are connected. Achebe’s Things Fall Apart depicts the historical encounter during the advent of colonialism. Hussein’s Kinjeketile portrays the struggle between the colonised and the coloniser in the fictionalised Tanganyika. Rubadili’s “Stanley Meets Mutesa” depicts a cruel encounter between the colonised and the coloniser with the colonised seemingly blind to the machinations of the coloniser. The three literary texts are used to illustrate the historical connection between history and literature.

The healthcare sector is considered to be one of the largest and fast-growing industries in the world. Innovations and novel approaches have always remained the prime aims in order to bring massive development. Before the emergence of technology, all the sectors, including the healthcare sector was dependant dependent on man power, which was time-consuming, and less accurate with lack of efficiency. With the recent advancements in machine learning, the condition is has been steadily revolutionizing. in the practice of the health care industry. Artificial Intelligence intelligence (AI) lies in the computer science department, which stresses on the intelligent machines’ creation, that work and react just like human beings. In simple words, AI is the capability of a computer program to think and learn, almost satisfying natural intelligence. It is the ability of a system to interpret the external data correctly, learn from it and finally use those learnings to execute some particular goals and tasks through adaptation. It utilizes multiple technologies to comprehend, act and understand from past experiences. Involving AI is not a science fiction that was once a very long time ago. It AI being an emerging technology has been adopted in various facets of healthcare ranging from drug discovery to patient monitoring. rapidly penetrated its wings developed itself into almost all the industries. Irrespective of the person’s background, whether he/she is a student, industry worker, an entrepreneur, or a scientist, having basic knowledge about the importance and applications of AI would be impactful. Currently, the applications of AI has have been expanding into those fields, which was once thought to be the only domain of human expertise such as health care sector. In this review article, we have shedthrown light on the present usage of AI in the healthcare sector, such as its working, and the way this system is being implemented in different domains, such as drug discovery, diagnosis of diseases, clinical trials, remote patient monitoring, and nanotechnology. We have also slightlybriefly touched upon its applications in touching other sectors as well. The public opinions have also been analyszed and discussed along with the future prospects.The main goals have been briefed. prospects. We have discussed the Along with the merits, we have also discussed about and the other side of AI, i.e. the disadvantages of this as wellin the last part of the manuscript.

This article investigates the non-fiction book Black Hawk Down (1999) by Mark Bowden, Black Hawk Down the movie (2001) directed by Ridley Scott, and the computer game Delta Force: Black Hawk Down (2003). The article suggests that while the movie and the game must be studied as adaptations of the first text, the tools developed by adaptation studies, and that are typically used to study the transfer of narratives from one media form to another, do not suffice to fully describe the ways in which these narratives change between iterations. To provide a more complete account of these adaptations, the article therefore also considers the shifting political climate of the 9/11 era, the expectations from different audiences and industries, and, in particular, the role that what James Der Derian has termed the Military-Industrial-Media-Entertainment Network (MIME-Net) plays in the production of narrative. The article thus investigates how a specific political climate and MIME-Net help to produce certain adaptations. Based on this investigation, the article argues that MIME-Net plays a very important role in the adaptation of the Black Hawk Down story by directing attention away from historical specificity and nuance, towards the spectacle of war. Thus, in Black Hawk Down the movie and in Delta Force: Black Hawk Down, authenticity is understood as residing in the spectacular rendering of carnage rather than in historical facts. The article concludes that scholarly investigations of the adaptation of military narratives should combine traditional adaptation studies tools with theory and method that highlight the role that politics and complexes such as MIME-Net play within the culture industry.

Artificial intelligence (AI), once a phenomenon primarily in the world of science fiction, has evolved rapidly in recent years, steadily infiltrating into our daily lives. ChatGPT, a freely accessible AI-powered large language model designed to generate human-like text responses to users, has been utilized in several areas, such as the healthcare industry, to facilitate interactive dissemination of information and decision-making. Academic advising has been essential in promoting success among university students, particularly those from disadvantaged backgrounds. Unfortunately, however, student advising has been marred with problems, with the availability and accessibility of adequate advising being among the hurdles. The current study explores how AI-powered tools like ChatGPT might serve to make academic advising more accessible, efficient, or effective. The authors compiled a list of questions frequently asked by current and prospective students in a teacher education bachelor’s degree program in the United States. Then, the questions were typed into the free version of ChatGPT, and the answers generated were explored and evaluated for their content and delivery. ChatGPT generated surprisingly high-quality answers, written in an authoritative yet supportive tone, and it was particularly adept at addressing general and open-ended career-related questions, such as career outlook, in a clear, comprehensive, and supportive manner using plain language. We argue that AI-powered tools, such as ChatGPT, may complement but not necessarily replace human academic advisers and that these tools may very well serve to promote educational equity by empowering individuals from a wide range of backgrounds with the means to initiate effective methods of seeking academic advice.

Digital text is quickly becoming essential to modern daily life. The article you are reading right now is born digital; unlike texts of the not-so-distant past, it may never be printed at all. Worldwide, the trend is clear: Digital text is on the way in, and print is on its way out. Year-by-year, more and more readers are turning to ebooks, internet news, and other forms of ereading, while generation by generation, print is becoming less and less relevant. 1 1 Pew research shows 50% of Americans have a dedicated ereading device, with yearly gains in ereadership [1]; industry research, too, shows a definite trend toward ereading and non-traditional publishing, with ebooks making up 50% of fiction reading in 2016 [2], while journalism is also trending online [3]. These trends are not unique to English—to meet the demands and expectations of today's readers, Tibetan texts, too, are being digitized by many organizations and institutions with a shared appreciation for the Tibetan literary heritage. They include a variety of secular publishers, monastic institutions, and Buddhist foundations, among others. But while these organizations share common goals for common texts, their work is all too frequently completely disconnected from the community at large. This situation negatively impacts what is already a minoritized and under-resourced language. While competition—from other languages, as well as other publishers in the Tibetan etext world—has been a driver of innovation in the adoption of ereading technology, we believe that a rich, shared data source is not only in everyone's best interest but also the only practical way forward when we consider the time, effort, expertise, and money that quality digitization takes. That is why we have designed OpenPecha to be a public, open platform for collaborative etext curation and annotation sharing. Its aim is providing a wide range of users with the latest version of the exact “view” of any text needed, while maintaining the integrity of the text and its annotations and simultaneously allowing for community improvements and additions. In this article, we explore the details of how the project came to be, what it is, and how it works, while also presenting a few common use cases.

Abstract: According to recent research, video games are recognized as a new kind of art in the 21st century. Is it possible to distinguish the concepts of "entertainment" and "art" when dealing with this phenomenon? The purpose of this article is to analyze the significance of the game in contemporary society, to characterize the dominant features of "personal management" of a work of art, and to consider the influence of game aesthetics on the language of up-to-date cinema. The digital age, new technologies, computer modeling, and virtual aesthetics modernized the classical thesis of "life as a game" into a new philosophical concept. There are more and more attempts in succession to create a full-fledged virtual reality where a person could feel oneself be an individualized god, commanding over all the processes taking place with the one and ones life. The ultimate goal is the creation of such a global "game world" in which every person would be able to try oneself in any social role or avatar, building relationships with anyone, playing and enjoying it. So this desire for an interactive fusion of game forms with the objective reality that we are accustomed to is forming a rich and multilayered cultural platform nourishing diverse areas of contemporary art. The game industry has gone a long way of its development as a form of art. Nowadays video games and movies imitate each other and combine mixed aesthetic trends - the boundary between the Game and the Film is being increasingly blurred. On the one hand, games tend to the cinema, using professional directing, scriptwriting and cast. On the other hand, mainstream fiction of gaming technologies attracts many filmmakers looking for new artistic forms, concepts and visual mechanics that are interesting and relevant for the contemporary mass audience.

The exponential expansion of data collection and the development of better methods for processing and analyzing it have been the primary drivers of the data analytics industry's meteoric rise in popularity in the last several years. This article explores the present state of data analytics, focusing on its possible problems, prospects, and growth trajectory. The decision-making processes, operational efficiency, and innovative capabilities of firms, organizations, and communities in all kinds of different industries have been profoundly affected by this rise. To further demonstrate the significance of data analytics to Netflix's success, the article includes a case study of the firm.The ever-changing IT business offers many possibilities and risks. Technology has constantly transformed our digital lives, affecting industry-defining professions. AI has gone from science fiction to our digital lives, from chatbots to autonomous automobiles. This revolution relied on big data analytics, machine learning, and AI. Machine learning, a subset of data science, has enabled astonishing discoveries and projections by teaching computers new abilities and knowledge without human interaction. The results illustrate data analytics' problems and prospects, explaining Netflix's analytical success. Netflix's complex audience analytics ecosystem is examined in this research.

Abstract The development of the film industry, especially Hollywood, which is currently a trendsetter, has introduced new prominent fictional characters. This is supported by technological advancements in graphics and computer visual effects. Animals are living creatures that are often used as references for the development of fictional characters, icons, and characterizations, not only in terms of physical appearance but also their characteristics. For example, this has brought about a new trend in the enhanced depiction of fable stories and also provides an opportunity to introduce unique wildlife from a particular region. It not only introduces local animals specific to an area but also enables the introduction of local culture. Indonesia itself has many regions that possess distinctive animals and cultural values with artistic significance. One example is the rhinoceros, which is an endemic animal of the western part of the island of Java (Banten), the buffalo from Sumatra (Padang), and the cockatoo from Sumatra (Lampung). At the end of this study, it will encompass the design of interesting characters inspired by the unique animals of Indonesia's regions, depicted as martial arts characters with distinct regional appearances. This aims to introduce not only the animal characters but also the culture of those regions. Keywords Wildlife; Endemic; Animal; Actions; Figures

Goal: This work aims to compare performance indicators of the pulled, pushed and hybrid production schedule, with those of a specific production environment of the printing industry, using computational simulation. Design / Methodology / Approach: Through a case study, it was possible to create a conceptual model, from which a computational model that was verified and validated as representative of the real productive system was developed. There are generated fictional models of the production environments to compare cycle time, work in process and attendance to the demand, varying the quantity of orders confirmed by the final clients. Results: The CONWIP (Constant Work in Process) system presented very high cycle times and failure to meeting the demand, although it was kept in the format of the work in process. The actual real system and the pushed system obtained the worst performances regarding the work in process, besides presenting failures to meeting the demand and very high cycle times. The pulled system obtained the best performance to meet the demand, and cycle times adequate to the production requirement and moderate work in process. Limitations of the investigation: The application of the methodology was limited to the study of a single productive system of a print industry and cannot be extended to the entire sector. Practical implications: This work presents a practical application of computer simulation tools applied to Production Planning and Controls which may be replicated by other organizations or educational institutions for system performance analysis in different scenarios. Originality / Value: The original contribution of this work is the application of computational simulation for a production system in a print industry without interference in a real system.

Building its present identity from the reimagined recollections of a past age of industry, the steampunk movement’s array of antiquated yet spectacular machines have become hallmarks of our fascination with technology’s history. In this article, I will trace the movement’s retrofuturistic sensibilities through a wave of short films and web series that set themselves within worlds that are constructed from anachronistic devices that belong to neither the past nor the present. Instead, these are texts that, whether constructed by amateur filmmakers, professionals - and a range of practices in-between - use their science fictional identities to disrupt the seemingly linear trajectory of our media’s historical progress. Through them, the aesthetics of nineteenth-century photographic techniques and special effects are reimagined through the lens of current streaming platforms, modern computer-generated imagery and a new breed of maker cultures who desire to conflate cutting-edge innovation with the first wave of invention and experimentation that breathed life into our visual media. Most significantly, however, by exploring the proliferation and popularization of neo-Victorian machinery within the vast array of short films that have been both distributed and produced through highly digitized practices, the steampunk genre will be used to examine representations of craftsmanship and “making” that have become embedded within contemporary popular culture.

Virtual image refers to the unreal image projected by projector, mobile phone, and other projection equipment. Through virtual images, we can explore some scenes that are difficult to observe directly with the naked eye or express fictional images in our minds. At present, the technology is widely used in construction industry, tourism industry, and medical system. At present, after the development of efficient physical education in China, schools generally do not pay attention to the specific application of virtual image technology in badminton teaching in colleges and universities in China. This paper analyzes the representative badminton events in China’s physical education, improves the traditional algorithm, optimizes the effective segmentation and recognition algorithm of virtual image technology in motion capture, combines the improved virtual image technology with virtual reality glasses, and compares the accuracy of the virtual image technology proposed in this paper with that of the traditional image technology. The accuracy of the virtual image technology proposed in this paper always remains the first. The practical application in badminton teaching in colleges and universities has achieved good results.

The metaverse was first expressed in Neal Stephenson’s science fantasy novel “Snowcrash” as the idea of a three-dimensional virtual world, in which both visual and social content are designed by the inhabitants themselves. Metaverse, which means the other universe, is presented as a three-dimensional graphic virtual world in the computer environment in Stephenson’s novel. Cinema has started to use this technology in the design of spaces by quickly integrating with the metaverse technology. In this context, the surreal understanding of art, which manifests itself in the art of painting, has also taken its place in the space designs in the cinema with the technological developments in the film industry. In this study, the definition of intersemiotics is used to express the transactions such as space and theme between paintings and films in the art universe. The concept of intertextuality, which indicates the exchange between at least two literary texts, expresses the transactions of an art discipline with other art disciplines in the recent period, with the adaptation of the concept of intertextuality to other art branches. When the concept is adapted to cinema, the comparative processes of cinema with other art disciplines are evaluated in the context of intersemiotics. In this context, the re-creation of the fictional space of the thought created by virtual reality together with the surreal movement in the cinema is evaluated through the film “Avatar: The Way of Water”.

The article considers the work of Polish author Janusz-Leon Wisniewski. The peculiarities of his creative manner are indicated. It is noted that the work of the writer in modern European novels is an extraordinary phenomenon. It is characterized by thematic richness, appeal to both traditional topics for literature and contemporary problems. In addition, it is noted that J. Vyshnevsky is an expert on human psychology in general and women’s psychology in particular. At the beginning of the XXI century. a new name appeared in Polish literature – Janusz Leon Wisniewski – Doctor of Informatics and Chemistry, the most popular writer in modern Poland. He is responsible for developing software in the chemical industry. J. Vyshnevsky is a co-author of the first computer software product in the world, based on the automatic creation of systematic names of organic compounds based on their structural formulas. The author’s unique artistic world was presented for Polish and world literature in the first novel “Loneliness in the Network”, later in small narrative genres and other examples of great prose. The works amaze modern readers with candid pictures of events, psychologism of the image of the characters, current topics of today. J. Vyshnevsky is the author of 22 books, the most famous of which are “Loneliness on the Net” (“S @ motność w sieci”), “Martyna”, “Bikini”, “Why do you need men?” (“Czy mężczyźni są światu potrebne?”), “On Facebook with my son” (“On Facebook with my son”), “Love and other dissonances” (“Czułość oraz inne cząstki elementarne”). Vyshnevsky does not describe fictional events. His works focus on the real image of reality. The main creative credo of the writer is the true reproduction of the present. He does not depict reality, but analyzes the circumstances of life. Emotions and real stories are always present in the writer’s works. That is why it is easy for the reader to accept, believe and pass the story through his mind. The author skillfully describes the world of feelings, focuses on the concept of “woman”. It is female images that create the center of the semantic structure of novels, short stories, short stories of the writer. In the works of J. Vyshnevsky it is openly said that he makes his wife, mother, sister, daughter, mistress happy, and destroys their hearts and souls, takes away the desire to live.

MASTERS OR SLAVES? AI and the Future of Humanity by Jeremy Peckham. London, UK: Inter-Varsity Press, 2021. 256 pages. Paperback; $31.99. ISBN: 9781789742398. *Will humans maintain their status as masters of their own creation or will they inevitably become slaves to these creations? Jeremy Peckham's book is another Christian analysis of the progress in artificial intelligence (AI) and a warning to the world of the dangers AI poses for the individual and for society at large. Peckham believes that the unregulated research and development of AI coupled with the laissez-faire usage of AI systems will result in humanity's degradation. *In the first chapter, Peckham captures the reader's attention by presenting a short fictional account of the Jefferson family starting their day in a world saturated with computer technology. This introductory story highlights the new technological reality in which we need to seriously explore AI's influence on humanity. In chapters two and three, Peckham presents a quick historical overview of computer and AI development. Chapter two begins with how computers and AI started as simplistic number-crunching machines that went from "winters" of technological disappointment to rapid progress with massive global impact. With this rapid evolution of AI, a necessary change is needed to determine whether AI can be considered morally neutral. *To address the growing danger and influence AI has on humanity, Peckham builds his argument in chapter four on the foundation that there is something special and unique about humanity. Humans are not only flesh and blood creatures but also bearers of God's given imago Dei ("image of God"). This imago Dei is what separates humans from other nonliving and living things. In addition, as part of the imago Dei, Peckham affirms that humans have true freedom of choice. While Peckham does not provide a comprehensive examination of various philosophical stances regarding free will, he suggests that the ability of human beings to make choices freely is crucial to understanding how they are created in God's image. Beginning with the foundation of human's imago Dei, Peckham develops a Christian critique of AI by examining technology's effect upon this most important aspect of humanity. *Following his chapter on humanity's imago Dei, Peckham's main argument is further developed in chapters five to ten where he identifies six key areas of technology which threaten or have the possibility of threatening the imago Dei. In chapter five, Peckham is concerned that the continued reliance on AI to make decisions based on the premise that AI is unbiased is dangerous. Trusting AI technology in this manner further distances our relationship with other humans and elevates AI "reasoning" to human-like levels. In chapter six, human relationships with chatbots and digital assistants are the focus. Here, Peckham fears that the increasingly human (and often female) personification of digital assistants will lead to a distortion of emotional attachment and even to the illusion that we owe these artifacts ethical treatment. In chapter seven, Peckham considers whether the increased convenience and perceived general safety offered by state-controlled AI is worth the cost of restricting individual freedoms. For Peckham, the cost of individual freedom is too high a price to pay for the convenience which the state or the "Big Tech" companies now wield with substantial power and influence over the individual. *Chapter eight highlights the moral dilemma of whether an autonomous machine (such as a self-driving car) should be held morally responsible for its actions. Peckham believes that moral responsibility must ultimately remain with a human rather than placed on a machine. In chapter nine, Peckham addresses the growing concern that continued AI progress will result in fewer jobs available or in jobs that require higher technological proficiency. To address this growing concern, Peckham briefly explores the possibility of a UBI (universal basic income) and encourages a reexamination of a theology of work. Finally, Peckham's last critique of AI centers on its implementation in video games and virtual reality. Peckham fears that these digital realities present a slippery slope for users who will be unable to differentiate between true reality and digital reality. *In the final two chapters (eleven and twelve), Peckham considers a Christian response to AI progress along with developing a Christian manifesto toward AI research and usage. Rather than utilizing AI technology mindlessly or carelessly, Peckham exhorts the reader to seriously consider the substantial influence AI has upon the individual and how AI development should be regulated moving forward. To properly consider and regulate AI, Peckham argues that a Christian worldview provides the best framework with which to understand humanity and our relationship with technological artifacts. Thus, his brief Christian manifesto serves to introduce how Christians can have a voice in the AI conversation. *Peckham's educational and vocational background in computer technology serves him well in writing this book. He has worked on computer and AI technology in both the government and commercial sectors. With his background in various AI technologies, Peckham understands how AI technology is built, how it functions, and the intentions behind the design. This is a strength of the book since many Christians who discuss AI often lack the requisite training and expertise. *Although Peckham does understand AI technology well, he does not examine the ontological considerations of AI. Peckham looks mostly at the effects of AI technology and then tries to develop a critique of that technology rather than relying on more philosophical arguments. Peckham's critique throughout the chapters would be stronger if he considered an ontology of AI or provided a more detailed explanation of what AI is before presenting his critique. At several points throughout the book, Peckham implores the reader to consider the harmful consequences of AI technology, but he does not look into the deeper fundamental philosophical presuppositions. *In addition, chapter ten, addressing video game AI and virtual reality technology, comes across as outdated, restating many of the traditional Christian arguments against video games. While Peckham does helpfully highlight the new AI technologies used in video games (such as augmented and virtual reality), his criticisms of video games ignore the numerous variations of games as well as the communities built around video games. By presenting a familiar Christian critique, Peckham risks dismissing some of the more-recent developments in the video game industry as well as alienating readers who are active within that community. *Overall, Masters or Slaves? is a welcome addition to the growing Christian literature on AI. In comparison to other recent Christian publications on AI, such as Jason Thacker's The Age of AI or John Lennox's 2084, Peckham's contribution has a stronger technical foundation due to his extensive background in the technology. Peckham expresses moral concerns similar to those of other authors about the development of AI, while covering a large number of areas that AI currently, or will inevitably, affect. Although Peckham could certainly provide even more background on specific AI technologies, his book serves as an excellent introduction to a Christian response to AI. *Reviewed by Eddy Wu, IT Operations Manager and PhD student at Southeastern Baptist Theological Seminary, Wake Forest, NC 27587.

In the development of modern society, Internet technology has been popularized and applied. Artificial intelligence technology is not only found in science fiction movies, but has been widely used in industry, tertiary industry and people’s livelihood. Under the background of rapid advancement of science and technology, computer artificial intelligence technology will play an important role in the future. Due to a series of problems in the development of computer artificial intelligence technology, it is necessary for relevant personnel to strengthen research on the application and development of computer artificial intelligence technology. The paper mainly studies the application and development of computer artificial intelligence technology, and hopes to bring more convenience to the daily life of the people.

The film industry includes a chain composed of the machinery industry, the production industry and the derivative industry. Its evolution reflects the development of Chinese science fiction (sci-fi) films in the past century. Since the information revolution, marked by computer use, the film industry has undergone changes in digitalization, networking and intelligentization, and Chinese sci-fi films have taken on a new look. Sci-fi films have the duality of being industrial products and spiritual products. Therefore, Chinese sci-fi films have not only evolved with the evolution of the film industry but also highlight the importance of industrialization, reveal the side effects of industrialization and predict new industrial trends through their creativity, thus having rich connotations and value.

Abstract Along with the development of Chinese journalism and the continuous exploration of journalistic genres in the journalism industry, non-fiction writing has been shuttling between the two genres of literature and journalism. The development background of the times traditional non-fiction writing course teaching mode is difficult to adapt to the needs of college students, this paper around the decentralized Internet-based model of non-fiction writing in local college writing course application research, firstly, to build a non-fiction writing platform mathematical model, Markov random field, through the Bayesian network algorithm to process the characteristics of college students in the classroom data, the results show that students within the platform The results show that as the number of tests increases, the score trend from the three aspects of writing ideas and writing style and writing skills all show an upward trend, and the average score basically stays between 80-90, which is beneficial to understand the students’ writing level and performance, provide different users with suitable learning content for themselves, and contribute to the cause of Chinese literature by improving the students’ ability of non-fiction writing. It is of great value in changing the closed mode of writing courses, enhancing the practicality of writing content, and training college students to think logically and critically.

The Internet has facilitated the coming together of formerly more separated youth taste cultures, such that literary, screen and graphic fandoms now more readily overlap. Media industries have invested in online strategies which create an ongoing relationship between producers and consumers of entertainment media texts. Using the Internet marketing campaign for Stephenie Meyer’s Twilight saga as a case study, the paper examines the role of the publishing industry in marketing popular teen literary fiction through online channels in ways that often disguise promotional intent.

Collaborations between human–computer interaction (HCI) researchers and arts practitioners frequently centre on the development of creative content using novel – often emergent – technologies. Concurrently, many of the techniques that HCI researchers use in evaluative participant-based research have their roots in the arts – such as sketching, writing, artefact prototyping and role play. In this reflective paper, we describe a recent collaboration between a group of HCI researchers and dramatists from the immersive theatre organization Kilter, who worked together to design a series of audience-based interventions to explore the ethics of virtual reality (VR) technology. Through a process of knowledge exchange, the collaboration provided the researchers with new techniques to explore, ideate and communicate their work, and provided the dramatists with a solid academic grounding in order to produce an accurate yet provocative piece of theatrically based design fiction. We describe the formation of this partnership between academia and creative industry, document our journey together, and share the lasting impact it has had upon both parties.

New IT technologies will help enterprises across all industries to master future challenges. As AI emerges from science fiction to become the frontier of world changing technologies, there is an urgent need for systematic development and implementation of AI to see its real impact in the next generation of industrial systems, namely Industry 4.0. Today, the term “industrial automation” is generally referred to in the context of Industry 4.0 and the Industrial Internet of Things the two most recent technological revolutions in the industrial sector. The core principles of Industry 4.0 focus on increasing productivity, cost efficiency, quality, and safety by utilizing innovative technologies enabled by the IIoT, such as cyberphysical systems, cloud computing, big data, artificial intelligence and machine learning. When implementing this technology by using data centric digital business model. Internet of Things & Artificial Intelligence are poised to transform industrial operations.

A brand-new class of Internet applications and social media platforms called Metaverse integrates many cutting-edge technology. The word “metaverse,” which was originally coined almost 20 years ago to represent a speculative virtual environment, describes a world in which users of augmented reality technology only experience psychological effects. Virtual world-based computer games were the first use of the Metaverse. Businesses that offered gaming services were vying with one another to give customers more unique experiences. The Metaverse, a concept popularized by science fiction, is rapidly becoming a tangible reality with the advancement of virtual and augmented reality technologies. This paper presents a comprehensive survey of the current state of the Metaverse, focusing on the technologies driving its development, diverse applications across industries, and the challenges hindering its widespread adoption. Through an in-depth examination of existing literature, industry reports, and technological advancements, this survey provides insights into the evolving landscape of the Metaverse and offers perspectives on its potential impact on society, economy, and human interaction.

It is the same spectacle all over the Western world: whenever delegates gather to discuss the development and consequences of new media technologies, a handful of people among them will stand out from the crowd, and somehow seem not quite to fit in with the remaining assortment of techno-evangelists, Internet ethnographers, multimedia project leaders, and online culture critics. At some point in the proceedings, they'll get to the podium and hold a talk on their ideas for the future of copyright protection and intellectual property (IP) rights in the information age; when they are finished, the reactions of the audience typically range from mild "what was that all about?" amusement to sheer "they haven't got a clue" disbelief. Spare a thought for copyright lawyers; they're valiantly fighting a losing battle. Ever since the digitalisation and networking of our interpersonal and mass media made information transmission and duplication effortless and instantaneous, they've been trying to come up with ways to uphold and enforce concepts of copyright which are fundamentally linked to information as bound to physical objects (artifacts, books, CDs, etc.), as Barlow has demonstrated so clearly in "Selling Wine without Bottles". He writes that "copyright worked well because, Gutenberg notwithstanding, it was hard to make a book. ... Books had material surfaces to which one could attach copyright notices, publisher's marques, and price tags". If you could control the physical media which were used to transmit information (paper, books, audio and video tapes, as well as radio and TV sets, or access to cable systems), you could control who made copies when and where, and at what price. This only worked as long as the technology to make copies was similarly scarce, though: as soon as most people learnt to write, or as faxes and photocopiers became cheaper, the only real copyright protection books had was the effort that would have to be spent to copy them. With technology continuously advancing (perhaps even at accellerating pace), copyright is soon becoming a legal fiction that is losing its link to reality. Indeed, we are now at a point where we have the opportunity -- the necessity, even -- to shift the fictional paradigm, to replace the industrial-age fiction of protective individual copyright with an information-age fiction of widespread intellectual cooperation. As it becomes ever easier to bypass and ignore copyright rules, and as copyright thus becomes ever more illusionary, this new fiction will correspondingly come ever closer to being realised. To Protect and to ... Lose Today, the lawyers' (and their corporate employers') favourite weapon in their fight against electronic copyright piracy are increasingly elaborate protection mechanisms -- hidden electronic signatures to mark intellectual property, electronic keys to unlock copyrighted products only for legitimate users (and sometimes only for a fixed amount of time or after certain licence payments), encryption of sensitive information, or of entire products to prevent electronic duplication. While the encryption of information exchanges between individuals has been proven to be a useful deterrent against all but the most determined of hackers, it's interesting to note that practically no electronic copyright protection mechanism of mass market products has ever been seen to work. However good and elaborate the protection efforts, it seems that as long as there is a sufficient number of interested consumers unwilling to pay for legitimate access, copy protections will be cracked eventually: the rampant software piracy is the best example. On the other hand, where copy protections become too elaborate and cumbersome, they end up killing the product they are meant to protect: this is currently happening in the case of some of the pay-per-view or limited-plays protection schemes forced upon the U.S. market for Digital Versatile Discs (DVDs). The eventual failure of such mechanisms isn't a particularly recent observation, even. When broadcast radio was first introduced in Australia in 1923, it was proposed that programme content should be protected (and stations financed) by fixing radio receivers to a particular station's frequency -- by buying such a 'sealed set' receiver you would in effect subscribe to a station and acquire the right to receive the content it provided. Never known as uninventive, those Australians who this overprotectiveness didn't completely put off buying a receiver (radio was far from being a proven mass medium at the time, after all) did of course soon break the seal, and learnt to adjust the frequency to try out different stations -- or they built their own radios from scratch. The 'sealed set' scheme was abandoned after only nine months. Even with the development of copy protection schemes since the 1920s, a full (or at least sufficiently comprehensive) protection of intellectual property seems as unattainable a fiction as it was then. Protection and copying technology are never far apart in development anyway, but even more fundamentally, the protected products are eventually meant to be used, after all. No matter how elaborately protected a CD, a video, or a computer programme is, it will still have to be converted into sound waves, image information, or executable code, and at that level copying will still remain possible. In the absence of workable copy protection, however, copies will be made in large amounts -- even more so since information is now being spread and multiplied around the globe virtually at the speed of light. Against this tide of copies, any attempts to use legislation to at least force the payment of royalties from illegitimate users are also becoming increasingly futile. While there may be a few highly publicised court cases, the multitude of small transgressions will remain unanswered. This in turn undermines the equality before the law that is a basic human right: increasingly, the few that are punished will be able to argue that, if "everybody does it", to single them out is highly unfair. At the same time, corporate efforts to uphold the law may be counterproductive: as Barlow writes, "against the swift tide of custom, the Software Publishers' current practice of hanging a few visible scapegoats is so obviously capricious as to only further diminish respect for the law". Quite simply, their legal costs may not be justified by the results anymore. Abandoning Copyright Law If copyright has become a fiction, however -- one that is still, despite all evidence, posited as reality by the legal system --, and if the makeup of today's electronic media, particularly the Internet, allow that fiction to be widely ignored and circumvented in daily practice -- despite all corporate legal efforts --, how is this disparity between law and reality to be solved? Barlow offers a clear answer: "whenever there is such profound divergence between the law and social practice, it is not society that adapts". He goes on to state that it may well be that when the current system of intellectual property law has collapsed, as seems inevitable, that no new legal structure will arise in its place. But something will happen. After all, people do business. When a currency becomes meaningless, business is done in barter. When societies develop outside the law, they develop their own unwritten codes, practices, and ethical systems. While technology may undo law, technology offers methods for restoring creative rights. When William Gibson invented the term 'cyberspace', he described it as a "consensual hallucination" (67). As the removal of copyright to the realm of the fictional has been driven largely by the Internet and its 'freedom of information' ethics, perhaps it is apt to speak of a new approach to intellectual property (or, with Barlow, to 'creative rights') as one of consensual, collaborative use of such property. This approach is far from being fully realised yet, and must so for now remain fiction, too, but it is no mere utopian vision -- in various places, attempts are made to put into place consensual schemes of dealing with intellectual property. They also represent a move from IP hoarding to IP use. Raymond speaks of the schemes competing here as the 'cathedral' and the 'bazaar' system. In the cathedral system, knowledge is tightly controlled, and only the finished product, "carefully crafted by individual wizards or small bands of mages working in splendid isolation" (1), is ever released. This corresponds to traditional copyright approaches, where company secrets are hoarded and locked away (sometimes only in order to keep competitors from using them), and breaches punished severely. The bazaar system, on the other hand, includes the entire community of producers and users early on in the creative process, up to the point of removing the producer/user dichotomy altogether: "no quiet, reverent cathedral-building here -- rather, ... a great babbling bazaar of differing agendas and approaches ... out of which a coherent and stable system could seemingly emerge only by a succession of miracles", as Raymond admits (1). The Linux 'Miracle' Raymond writes about one such bazaar-system project which provides impressive proof that the approach can work, however: the highly acclaimed Unix-based operating system Linux. Instigated and organised by Finnish programmer Linus Torvalds, this enthusiast-driven, Internet-based development project has achieved more in less than a decade than what many corporate developers (Microsoft being the obvious example) can do in thrice that time, and with little financial incentive or institutional support at that. As Raymond describes, "the Linux world behaves in many respects like a free market or an ecology, a collection of selfish agents attempting to maximise utility which in the process produces a self-correcting spontaneous order more elaborate and efficient than any amount of central planning could achieve" (10). Thus, while there is no doubt that individual participants will eventually always also be driven by selfish reasons, there is collaboration towards the achievement of communal goals, and a consensus about what those goals are: "while coding remains an essentially solitary activity, the really great hacks come from harnessing the attention and brainpower of entire communities. The developer who uses only his or her own brain in a closed project is going to fall behind the developer who knows how to create an open, evolutionary context in which bug-spotting and improvements get done by hundreds of people" (Raymond 10). It is obvious that such collaborative projects need a structure that allows for the immediate participation of a large community, and so in the same way that the Internet has been instrumental in dismantling traditional copyright systems, it is also a driving factor in making these new approaches possible: "Linux was the first project to make a conscious and successful effort to use the entire world as its talent pool. I don't think it's a coincidence that the gestation period of Linux coincided with the birth of the World Wide Web, and that Linux left its infancy during the same period in 1993-1994 that saw the takeoff of the ISP industry and the explosion of mainstream interest in the Internet. Linus was the first person who learned how to play by the new rules that pervasive Internet made possible" (Raymond 10). While some previous collaborative efforts exist (such as shareware schemes, which have existed ever since the advent of programmable home computers), their comparatively limited successes underline the importance of a suitable communication medium. The success of Linux has now begun to affect corporate structures, too: informational material for the Mozilla project, in fact, makes direct reference to the Linux experience. On the Net, Mozilla is as big as it gets -- instituted to continue development of Netscape Communicator-based Web browsers following Netscape's publication of the Communicator source code, it poses a serious threat to Microsoft's push (the legality of which is currently under investigation in the U.S.) to increase marketshare for its Internet Explorer browser. Much like Linux, Mozilla will be a collaborative effort: "we intend to delegate authority over the various modules to the people most qualified to make decisions about them. We intend to operate as a meritocracy: the more good code you contribute, the more responsibility you will be given. We believe that to be the only way to continue to remain relevant, and to do the greatest good for the greatest number" ("Who Is Mozilla.org?"), with the Netscape corporation only one among that number, and a contributor amongst many. Netscape itself intends to release browsers based on the Mozilla source code, with some individual proprietary additions and the benefits corporate structures allow (printed manuals, helplines, and the like), but -- so it seems -- it is giving up its unlimited hold over the course of development of the browser. Such actions afford an almost prophetic quality to Barlow's observation that "familiarity is an important asset in the world of information. It may often be the case that the best thing you can do to raise the demand for your product is to give it away". The use of examples from the computer world should not be seen to mean that the consensual, collaborative use of intellectual property suggested here is limited only to software -- it is, however, no surprise that a computer-based medium would first be put to use to support computer-based development projects. Producers and artists from other fields can profit from networking with their peers and clients just as much: artists can stay in touch with their audience and one another, working on collaborative projects such as the brilliant Djam Karet CD Collaborator (see Taylor's review in Gibraltar), professional interest groups can exchange information about the latest developments in their field as well as link with the users of their products to find out about their needs or problems, and the use of the Net as a medium of communication for academic researchers was one of its first applications, of course. In many such cases, consensual collaboration would even speed up the development process and help iron out remaining glitches, beating the efforts of traditional institutions with their severely guarded intellectual property rights. As Raymond sees it, for example, "no commercial developer can match the pool of talent the Linux community can bring to bear on a problem", and so "perhaps in the end the free-software culture will triumph not because cooperation is morally right or software 'hoarding' is morally wrong ... , but simply because the commercial world cannot win an evolutionary arms race with free-software communities that can put orders of magnitude more skilled time into a problem" (10). Realising the Fiction There remains the problem that even the members of such development communities must make a living somehow -- a need to which their efforts in the community not only don't contribute, but the pursuit of which even limits the time available for the community efforts. The apparent impossibility of reconciling these two goals has made the consensual collaborative approach appear little more than a utopian fiction so far, individual successes like Linux or (potentially) Mozilla notwithstanding. However, there are ways of making money from the communal work even if due to the abolition of copyright laws mere royalty payments are impossible -- as the example of Netscape's relation to the Mozilla project shows, the added benefits that corporate support can bring will still seem worth paying for, for many users. Similarly, while music and artwork may be freely available on the Net, many music fans will still prefer to get the entire CD package from a store rather than having to burn the CD and print the booklet themselves. The changes to producer/user relations suggested here do have severe implications for corporate and legal structures, however, and that is the central reason why particularly the major corporate intellectual property holders (or, hoarders) and their armies of lawyers are engaged in such a fierce defensive battle. Needless to say, the changeover from the still-powerful fiction of enforcible intellectual property copyrights to the new vision of open, consensual collaboration that gives credit for individual contributions, but has no concept of an exclusive ownership of ideas, will not take place overnight. Intellectual property will continue to be guarded, trade secrets will keep being kept, for some time yet, but -- just as is the case with the established practice of patenting particular ideas just so competitors can't use them, but without ever putting them to use in one's own work -- eventually such efforts will prove to be self-defeating. Shutting one's creative talents off in a quiet cathedral will come to be seen as less productive than engaging in the creative cooperation occuring in the global bazaar, and solitary directives of central executives will be replaced by consensual decisions of the community of producers and users. As Raymond points out, "this is not to say that individual vision and brilliance will no longer matter; rather, ... the cutting edge ... will belong to people who start from individual vision and brilliance, then amplify it through the effective construction of voluntary communities of interest" (10). Such communal approaches may to some seem much like communism, but this, too, is a misconception. In fact, in this new system there is much more exchange, much more give and take going on than in the traditional process of an exchange of money for product between user and producer -- only the currency has changed. "This explains much of the collective 'volunteer' work which fills the archives, newsgroups, and databases of the Internet. Its denizens are not working for 'nothing,' as is widely believed. Rather they are getting paid in something besides money. It is an economy which consists almost entirely of information" (Barlow). And with the removal of the many barriers to the free flow of information and obstacles to scientific and artistic development that traditional copyright has created, the progress of human endeavour itself is likely to be sped up. In the end, then, it all comes down to what fictions we choose to believe or reject. In the light of recent developments, and considering the evidence that suggests the viability, even superiority of alternative approaches, it is becoming increasingly hard to believe that traditional copyright can, and much less, should be sustained. Other than the few major copyright holders, few stand to gain from upholding these rights. On the other hand, were we to lift copyright restrictions and use the ideas and information thus made available freely in a cooperative, consensual, and most of all productive way, we all might profit. As various projects have shown, that fiction is already in the process of being realised. References Barlow, John Perry. "Selling Wine without Bottles: The Economy of Mind on the Global Net." 1993. 26 Jan. 1999 <www.eff.org/pub/Publications/John_Perry_Barlow/HTML/idea_economy_article.php>. Gibson, William. Neuromancer. London: HarperCollins, 1984. Raymond, Eric S. "The Cathedral and the Bazaar." 1998. 26 Jan. 1999 <http://www.redhat.com/redhat/cathedral-bazaar/cathedral-bazaar.php>. Taylor, Mike. "Djam Karet, Jeff Greinke, Tim Song Jones, Nick Peck, Kit Watkins." Gibraltar 5.12 (22 Apr. 1995). 10 Feb. 1999 <http://www.progrock.net/gibraltar/issues/Vol5.Iss12.htm>. "Who Is Mozilla.org?" Mozilla.org Website. 1998. 26 Jan. 1999 <http://www.mozilla.org/about.php>. Citation reference for this article MLA style: Axel Bruns. "The Fiction of Copyright: Towards a Consensual Use of Intellectual Property." M/C: A Journal of Media and Culture 2.1 (1999). [your date of access] <http://www.uq.edu.au/mc/9902/copy.php>. Chicago style: Axel Bruns, "The Fiction of Copyright: Towards a Consensual Use of Intellectual Property," M/C: A Journal of Media and Culture 2, no. 1 (1999), <http://www.uq.edu.au/mc/9902/copy.php> ([your date of access]). APA style: Axel Bruns. (1999) The fiction of copyright: towards a consensual use of intellectual property. M/C: A Journal of Media and Culture 2(1). <http://www.uq.edu.au/mc/9902/copy.php> ([your date of access]).

Historically, science and medicine have been a great source of inspiration for fiction writers. Mary Shelley, in the 1831 introduction to her novel Frankenstein said she was been inspired, in part, by discussions about scientific experiments, including those of Darwin and Galvani. Shelley states “perhaps a corpse would be re-animated; galvanism had given token of such things: perhaps the component parts of a creature might be manufactured, brought together, and endued with vital warmth” (10). Countless other authors have followed her lead, from H.G. Wells, whose mad scientist Dr Moreau takes a lead from Shelley’s Dr Frankenstein, through to popular contemporary writers of adult fiction, such as Michael Crichton and Kathy Reichs, who have drawn on their scientific and medical backgrounds for their fictional works. Science and medicine themed fiction has also proven popular for younger readers, particularly in dystopian settings. Reichs has extended her writing to include the young adult market with Virals, which combines forensic science with the supernatural. Alison Allen-Grey’s 2009 novel, Lifegame, deals with cloning and organ replacement. Nathan Hobby’s The Fur is based around an environmental disaster where an invasive fungal-fur grows everywhere, including in people’s internal organs. Catherine Jinks’ Piggy in the Middle incorporates genetics and biomedical research into its horror-science fiction plot. Brian Caswell’s young adult novel, Cage of Butterflies uses elements of neuroscience as a plot device. However, although Caswell’s novel found commercial and critical success—it was shortlisted in the 1993 Children’s Book Council of Australia (CBCA) Book of the Year Awards Older Readers and was reprinted several times—neuroscience is a field that writers of young adult fiction tend to either ignore or only refer to on the periphery. This paper will explore how neuroscientific and dystopian elements interact in young adult fiction, focusing on the current trend for neuroscientific elements to be something that adolescent characters are subjected to rather than something they can use as a tool of positive change. It will argue that the time is right for a shift in young adult fiction away from a dystopian world view to one where the teenaged characters can become powerful agents of change. The term “neuroscience” was first coined in the 1960s as a way to hybridise a range of disciplines and sub-disciplines including biophsyics, biology and chemistry (Abi-Rached and Rose). Since then, neuroscience as a field has made huge leaps, particularly in the past two decades with discoveries about the development and growth of the adolescent brain; the dismissal of the nature versus nurture dichotomy; and the acceptance of brain plasticity. Although individual scientists had made discoveries relating to brain plasticity in adult humans as far back as the 1960s, for example, it is less than 10 years since neuroplasticity—the notion that nerve cells in human brains and nervous systems are malleable, and so can be changed or modified by input from the environment—was accepted into mainstream scientific thinking (Doidge). This was a significant change in brain science from the once dominant principle of localisation, which posited that specific brain functions were fixed in a specific area of the brain, and that once damaged, the function associated with a brain area could not improve or recover (Burrell; Kolb and Whishaw; Doidge). Furthermore, up until the late 1990s when neuroscientist Jay Giedd’s studies of adolescent brains showed that the brain’s grey matter, which thickens during childhood, thins during adolescence while the white matter thickens, it was widely accepted the human brain stopped maturing at around the age of twelve (Wallis and Dell). The research of Giedd and others showed that massive changes, including those affecting decision-making abilities, impulse control and skill development, take place in the developing adolescent brain (Carr-Gregg). Thus, within the last fifteen years, two significant discoveries within neuroscience—brain plasticity and the maturation of the adolescent brain­—have had a major impact on the way the brain is viewed and studied. Brian Caswell’s Cage of Butterflies, was published too early to take advantage of these neuroscientific discoveries. Nevertheless the novel includes some specific details about how the brains of a group of children within the story, the Babies, have been altered by febrile convulsions to create an abnormality in their brain anatomy. The abnormality is discovered by a CAT scan (the novel predates the use of fMRI brain scans). Due to their abnormal brain anatomy, the Babies are unable to communicate verbally but can communicate telepathically as a “shared mind” with others outside their small group. It is unlikely Caswell would have been aware of brain plasticity in the early 1990s, nevertheless, in the narrative, older teens are able to slowly understand the Babies by focusing on their telepathic messages until, over time, they can understand them without too much difficulty. Thus Caswell has incorporated neuroscientific elements throughout the plot of his novel and provided some neuroscientific explanation for how the Babies communicate. In recent years, several young adult novels, both speculative and contemporary, have used elements of neuroscience in their narratives; however, these novels tend to put neuroscience on the periphery. Rather than embracing neuroscience as a tool adolescent characters can use for their benefit, as Caswell did, neuroscience is typically something that exists around or is done to the characters; it is an element over which they have no control. These novels are found across several sub-genres of young adult fiction, including science fiction, speculative fiction and contemporary fiction. Most place their narratives in a dystopian world view. The dystopian settings reinforce the idea that the world is a dangerous place to live, and the teenaged characters living in the world of the novels are at the mercy of powerful oppressors. This creates tension within the narrative as the adolescents battle authorities for power. Without the ability to use neuroscientific advantages for their own gain, however, the characters’ power to change their worlds remains in the hands of adult authorities and the teenaged characters ultimately lose the fight to change their world. This lack of agency is evident in several dystopian young adult novels published in recent years, including the Uglies series and to a lesser extent Brain Jack and Dark Angel. Scott Westerfeld’s Uglies series is set in a dystopian future world and uses neuroscientific concepts to both reinforce the power of the ruling regime and give limited agency to the protagonists. In the first book in the series, Uglies, the science supports the narrative where necessary but is always subservient to the action. Westerfeld’s intended the Uglies series to focus on action. Westerfield states “I love a good action sequence, and this series is of full of hoverboard chases, escapes through ancient ruins, and leaps off tall buildings in bungee jackets” (Books). Nevertheless, the brain’s ability to rewire itself—the neuroscientific concept of brain plasticity—is a central idea within the Uglies series. In book one, the protagonist Tally Youngblood is desperate to turn 16 so she can join her friends and become a Pretty. However, she discovers the operation to become a Pretty involves not just plastic surgery to alter her looks: a lesion is inflicted on the brain, giving each Pretty the equivalent of a frontal lobotomy. In the next book, Pretties, Tally has undergone the procedure and then becomes one of the elite Specials, and in the third instalment she eventually rejects her Special status and returns to her true nature. This latter process, one of the characters explains, is possible because Tally has learnt to rewire her brain, and so undo the Pretty operation and the procedure that made her a Special. Thus neuroscientific concepts of brain injury and recovery through brain plasticity are prime plot devices. But the narrative offers no explanations for how Tally and some others have the ability to rewire their brains to undo the Pretty operation while most do not. The apparent complexity of the neuroscience is used as a surface plot device rather than as an element that could be explored to add narrative depth. In contrast, the philosophical implications of recent neuroscientific discoveries, rather than the physical, are explored in another recent young adult novel, Dark Angel. David Klass’ novel, Dark Angel, places recent developments in neuroscience in a contemporary setting to explore the nature of good and evil. It tells the story of 17-year-old Jeff, whose ordinary, small-town life implodes when his older brother, Troy, comes home on parole after serving five years for manslaughter. A school assignment forces Jeff to confront Troy’s complex nature. The science teacher asks his class “where does our growing knowledge of the chemical nature of the brain leave us in terms of... the human soul? When we think, are we really making choices or just following chemical pathways?” (Klass 74). This passage introduces a neuroscientific angle into the plot, and may refer to a case brought before the US Supreme Court in 2005 where the court admitted a brief based on brain scans showing that adolescent brains work differently than adult brains (Madrigal). The protagonist, Jeff, explores the nature of good and evil through this neuroscientific framework as the story's action unfolds, and examines his relationship with Troy, who is described in all his creepiness and vulnerability. Again through the teacher, Klass incorporates trauma and its impact on the brain from a neuroscientific perspective: There are psychiatrists and neurologists doing studies on violent lawbreakers...who are finding that these felons share amazingly similar patterns of abusive childhoods, brain injuries, and psychotic symptoms. (Klass 115)Jeff's story is infused with the fallout of his brother’s violent past and present, yet there is no hint of any trauma in Jeff’s or Troy’s childhoods that could be seen as a cause for Troy’s aberrant behaviour. Thus, although Klass’ novel explores more philosophical aspects of neuroscience, like Westerfeld’s novel, it uses developments in neuroscience as a point of interest. The neuroscience in Dark Angel is not embedded in the story but is a lens through which to view the theme of whether people are born evil or made evil. Brain Jack and Being are another two recent young adult novels that explore physical and philosophical aspects of modern neuroscience to some extent. Technology and its possible neurological effects on the brain, particularly the adolescent brain, is a field of research popularised by English neuroscientist Baroness Susan Greenfield. Brian Falkner’s 2010 release, Brain Jack, explores this branch of neuroscience with its cautionary tale of a hands-free device—a cap with small wires that attach to your head called the neuro-headset­—that allows you to control your computer with your thoughts. As more and more people use the neuro-headset, the avatar designed to help people learn to use the software develops consciousness and its own moral code, destroying anyone who it considers a threat by frying their brains. Like Dark Angel and Uglies, Brain Jack keeps the neuroscience on the periphery as an element over which the characters have little or no control, and details about how the neuro-headset affects the brain of its wearers, and how the avatar develops consciousness, are not explored. Conversely, Kevin Brooks’ novel Being explores the nature of consciousness outside the field of neuroscience. The protagonist, Robert, goes into hospital for a routine procedure and discovers that instead of internal organs, he has some kind of hardware. On the run from authorities who are after him for reasons he does not understand, Robert tries frantically to reconstruct his earliest memories to give him some clue as to who, or what, he really is: if he does not have normal human body parts, is he human? However, whether or not he has a human brain, and the implications of either answer for his consciousness, is never addressed. Thus, although the novels discussed above each incorporate neuroscience to some degree, they do so at a cursory level. In the case of Being this is understandable as neuroscience is never explicitly mentioned; rather it is a possible sub-text implied through the theme of consciousness. In Dark Angel, through the teacher as mouthpiece, neuroscience is offered up as a possible explanation for criminal behaviour, which causes the protagonist to question his beliefs and judgements about his brother. However, in Uglies, and to a lesser extent in Brain Jack, neuroscience is glossed over when more detail may have added extra depth and complexity to the novels. Fast-paced action is a common element in much contemporary young adult fiction, and thus it is possible that Westerfeld and Falkner both chose to sacrifice complexity for the sake of action. In Uglies, it is likely this is the case, given Westerfeld’s love of action sequences and his attention to detail about objects created exclusively for his futuristic world. However, Brain Jack goes into explicit detail about computer hacking. Falkner’s dismissal of the neuroscientific aspects of his plot, which could have added extra interest, most likely stems from his passion for computer science (he studied computer science at university) rather than a distaste for or ignorance of neuroscience. Nevertheless Falkner, Westerfeld, Brooks, and to a lesser extent Klass, have each glossed over a source of potential power that could turn the dystopian worlds of their novels into one where the teenaged protagonists hold the power to make lasting change. In each of these novels, neuroscientific concepts are generally used to support a bleak or dystopian world view. In Uglies, the characters have two choices: a life as a lobotomised Pretty or a life on the run from the authorities, where discovery and capture is a constant threat. The USA represented in Brain Jack descends into civil war, where those unknowingly enslaved by the avatar’s consciousness fight against those who refuse to wear the neuro-headsets. The protagonist in Being lives in hiding from the secret authorities who seek to capture and destroy him. Even in Dark Angel, the neuroscience is not a source of comfort or support for the protagonist, whose life, and that of his family, falls apart as a consequence of his older brother’s criminal actions. It is only in the 1990s novel, Cage of Butterflies, that characters use a neuroscientific advantage to improve their situation. The Babies in Caswell’s Cage of Butterflies are initially victims of their brain abnormality; however, with the help of the teenaged characters, along with two adult characters, they are able to use their “condition” to help create a new life for themselves. Telepathically communicating through their “shared mind,” the Babies coordinate their efforts with the others to escape from the research scientists who threaten their survival. In this way, what starts as a neurological disability is turned into an advantage. Cage of Butterflies illustrates how a young adult novel can incorporate neuroscience into its narrative in a way that offers the young adults agency to make positive changes in their lives. Furthermore, with recent neuroscientific discoveries showing that adolescence is a vital time for brain development and growth, there is potential for neuroscience to be explored as an agent of positive change in a new wave of young adult fiction, one that adopts a non-dystopian (if not optimistic) world view. Dystopian young adult fiction has been enjoying enormous popularity in western publishing in the past few years with series such as Chaos Walking, Hunger Games and Maze Runner trilogies topping bestseller lists. Dystopian fiction’s appeal to young adult audiences, states Westerfeld, is because: Teenagers’ lives are constantly defined by rules, and in response they construct their identities through necessary confrontations with authority, large and small. Imagining a world in which those authorities must be destroyed by any means necessary is one way of expanding that game. ("Teenage Wastelands")Teenagers often find themselves in trouble, and are almost as often like to cause trouble. Placing them in a fictional dystopian world gives them room to fight authority; too often, however, the young adult protagonists are never able to completely escape the world the adults impose upon them. For example, the epilogue of James Dashner’s The Maze Runner tells the reader the surviving group have not escaped the makers of the maze, and their apparent rescuers are part of the same group of adult authorities. Caswell’s neurologically evolved Babies, along with their high IQ teenage counterparts, however, provide a model for how young protagonists can take advantage of neuroscientific discoveries to cause trouble for hostile authorities in their fictional worlds. The power of the brain harnessed by adolescents, alongside their hormonal changes, is by its nature a recipe for trouble: it has the potential to give young people an agency and power adults may fear. In the everyday, lived world, neuroscientific tools are always in the hands of adults; however, there needs to be no such constraint in a fictional world. The superior ability of adolescents to grow the white matter of their brains, for example, could give rise to a range of fictional scenarios where the adolescents could use their brain power to brainwash adults in authority. A teenage neurosurgeon might not work well in a contemporary setting but could be credible in a speculative fiction setting. The number of possible scenarios is endless. More importantly, however, it offers a relatively unexplored avenue for teenaged characters to have agency and power in their fictional worlds. Westerfeld may be right in his assertion that the current popularity of dystopian fiction for young adults is a reaction to the highly monitored and controlled world in which they live ("Teenage Wastelands"). However, an alternative world view, one where the adolescents take control and defeat the adults, is just as valid. Such a scenario has been explored in Cory Doctorow’s For the Win, where marginalised and exploited gamers from Singapore and China band together with an American to form a global union and defeat their oppressors. Doctorow uses online gaming skills, a field of expertise where youth are considered superior to adults, to give his characters power over adults in their world. Similarly, the amazing changes that take place in the adolescent brain are a natural advantage that teenaged characters could utilise, particularly in speculative fiction, to gain power over adults. To imbue adolescent characters with such power has the potential to move young adult fiction beyond the confines of the dystopian novel and open new narrative pathways. The 2011 Bologna Children’s Book Fair supports the view that western-based publishing companies will be looking for more dystopian young adult fiction for the next year or two (Roback). However, within a few years, it is possible that the popularity of zombies, werewolves and vampires—and their dominance of fictional dystopian worlds—will pass or, at least change in their representations. The “next big thing” in young adult fiction could be neuroscience. Moreover, neuroscientific concepts could be incorporated into the standard zombie/vampire/werewolf trope to create yet another hybrid to explore: a zombie virus that mutates to give a new breed of undead creature superior intelligence, for example; or a new cross-breed of werewolf that gives humans the advantages of the canine brain with none of the disadvantages. The capacity and complexity of the human brain is enormous, and thus it offers enormous potential to create exciting young adult fiction that explores new territory, giving the teenaged reader a sense of their own power and natural advantages. In turn, this is bound to give them infinite potential to create fictional trouble. References Abi-Rachedm, Rose. “The Birth of the Neuromolecular Gaze.” History of the Human Sciences 23 (2010): 11-36. Allen-Gray, Alison. Lifegame. Oxford: Oxford UP, 2009. Brooks, Kevin. Being. London: Puffin Books, 2007. Burrell, Brian. Postcards from the Brain Museum. New York: Broadway, 2004. Carr-Gregg, Michael. The Princess Bitchface Syndrome. Melbourne: Penguin Books. 2006. Caswell, Brian. A Cage of Butterflies. Brisbane: University of Queensland Press, 1992. Dashner, James. The Maze Runner. Somerset, United Kingdom: Chicken House, 2010. Doctorow, Cory. For the Win. New York: Tor, 2010. Doidge, Norman. The Brain That Changes Itself. Melbourne: Scribe, 2007. Falkner, Brian. Brain Jack. New York: Random House, 2009. Hobby, Nathan. The Fur. Fremantle: Fremantle Press, 2004. Jinks, Catherine. Piggy in the Middle. Melbourne: Penguin, 1998. Klass, David. Dark Angel. New York: HarperTeen, 2007. Kolb, Bryan, and Ian Whishaw. Fundamentals of Human Neuropscychology, New York, Worth, 2009. Lehrer, Jonah. “The Human Brain Gets a New Map.” The Frontal Cortex. 2011. 10 April 2011 ‹http://www.wired.com/wiredscience/2011/04/the-human-brain-atlas/›. Madrigal, Alexis. “Courtroom First: Brain Scan Used in Murder Sentencing.” Wired. 2009. 16 April 2011 ‹http://www.wired.com/wiredscience/2009/11/brain-scan-murder-sentencing/›. Reichs, Kathy. Virals. London: Young Corgi, 2010. Roback, Diane. “Bologna 2011: Back to Business at a Buoyant Fair.” Publishers Weekly. 2011. 17 April 2011 ‹http://www.publishersweekly.com/pw/by-topic/childrens/childrens-industry-news/article/46698-bologna-2011-back-to-business-at-a-buoyant-fair.html›. Shelley, Mary. Frankenstein. London: Arrow Books, 1973. Wallis, Claudia, and Krystina Dell. “What Makes Teens Tick?” Death Penalty Information Centre. 2004. 10 April 2011 ‹http://www.deathpenaltyinfo.org/what-makes-teens-tick-flood-hormones-sure-also-host-structural-changes-brain-can-those-explain-behav›. Wells, H.G. The Island of Dr Moreau. Melbourne: Penguin, 1896. Westerfeld, Scott. Uglies. New York: Simon Pulse, 2005. ———. Pretties. New York: Simon Pulse, 2005. ———. Specials. New York: Simon Pulse, 2006. ———. Books. 2008. 1 Sep. 2010 ‹http://www.scottwesterfeld.com/author/books.htm›. ———. “Teenage Wastelands: How Dystopian YA Became Publishing’s Next Big Thing.” Tor.com 2011. 17 April 2011 ‹http://www.tor.com/blogs/2011/04/teenage-wastelands-how-dystopian-ya-became-publishings-next-big-thing›.

Purpose The following article is a “Q&A interview” conducted by Joanne Pransky of Industrial Robot Journal as a method to impart the combined technological, business and personal experience of a prominent, robotic industry PhD-turned successful innovator and entrepreneur regarding turning his lifelong dream into an invention and commercialized product. This paper aims to discuss these issues. Design/methodology/approach Harry Kloor is a successful serial entrepreneur, scientist, technologist, educator, policy advisor, author and Hollywood filmmaker. He is the CEO and co-founder of Beyond Imagination, a company that has developed a suite of exponential technology solutions that deploys artificial intelligence (AI), AR, robotics, machine learning and human–computer interaction technology to enhance and revolutionize the world’s workforce. The company early in 2021 completed BEOMNI 1.0, the world’s first fully functional humanoid robotic system with an AI evolving brain, enabling remote work at a high level of fidelity to be done from around the globe. Kloor describes how he transformed his childhood dream into his brainchild and tangible reality. Findings Kloor was born a groundbreaker who did not take no for an answer. He was born partially crippled with his legs facing backwards. The doctors said that he would spend his life in braces and would never be able to run. His parents told him not to let those ideas limit him and by the age of seven he ran for the first time and went on to become a martial arts master. Kloor’s childhood dream was to create ways to leave his body and inhabit a robotic body so that he could physically be free from his limited mobility. Kloor built his first computer at the age of seven and invented his first product at the age of eight. Kloor's inspiration to study science came largely from science fiction and his 20,000-plus collection of comic books. Knowing the nature of exponential growth, he spent the next 40 years building the expertise, relationships, networks and experience in all areas of exponential technology. Kloor obtained a BA from Southern Oregon State College, an MEd from Southern Oregon University and two simultaneous PhDs, one in chemistry and one in physics, from Purdue University. Kloor co-founded the company Universal Consultants, where he served as chief science consultant, providing guidance to clients in the development of new technological products, patents and policy positions. Kloor was the founder of Stem CC Inc. – a stem cell company that was sold in 2018 to Celularity, one of the world’s most cutting edge clinical-stage cell therapeutics company. Kloor is also the founder and president of Jupiter 9 Productions and is a credited film writer, director and producer. Since his graduation from Purdue University, he has written for Star Trek: Voyager and was the story editor for Gene Roddenberry’s Earth: Final Conflict, a series he co-created/developed. Kloor helped create Taiwan’s animation industry, bringing Quantum Quest: A Cassini Space Odyssey, the first big animation film that starred major Hollywood stars, to Taiwan. Kloor also sits on the board of Brain Mapping and Therapeutics Society and serves as their Chief Scientific Advisor and Educational Outreach Coordinator. Originality/value Kloor is a “creative consultant and universal problem solver, with an emphasis in technology and education.” Kloor has worked with Dr Peter Diamandis since the first class of the International Space University in 1988. Kloor was one of the five founding team members of XPRIZE serving as its CSO until 2005 and was one of the founders of the Rocket Racing League. He was on the founding team of Singularity University and taught at Singularity’s first summer program. In 2016 he created the $10m Avatar XPRIZE, and in 2018 he co-created the Carbon Extraction XPRIZE which obtained the largest incentive prize in history, a $100m, funded by Elon Musk and the Musk Foundation. Kloor is the only person in world history to earn two PhDs simultaneously in two distinct academic disciplines. In recognition of this achievement, he was named ABC World News’ Person of the Week in August 1994. Kloor has received numerous awards, including The Golden Axon Award from the Society for Brain Mapping & Therapeutics. He has recently created the Kloor Cycle, a four-stage experiential autonomous learning process within Beomni’s “AI Brain,” adapted from Kolb’s Learning Cycles.

IntroductionThis paper argues that the industrial contexts of re-imagining, or transforming, literary icons deploy the promotional strategies that are associated with what are usually seen as lesser, or purely commercial, genres. Promotional paratexts (Genette Paratexts; Gray; Hills) reveal transformations of content that position audiences to receive them as creative innovations, superior in many senses to their literary precursors due to the distinctive expertise of creative professionals. This interpretation leverages Matt Hills’ argument that certain kinds of “quality” screened drama are discursively framed as possessing the cultural capital associated with auterist cinema, despite their participation in the marketing logics of media franchising (Johnson). Adaptation theorist Linda Hutcheon proposes that when audiences receive literary adaptations, their pleasure inheres in a mixture of “repetition and difference”, “familiarity and novelty” (114). The difference can take many forms, but may be framed as guaranteed by the “distinction”, or—in Bourdieu’s terms—the cultural capital, of talented individuals and companies. Gerard Genette (Palimpsests) argued that “proximations” or updatings of classic literature involve acknowledging historical shifts in ideological norms as well as aesthetic techniques and tastes. When literary brands are made over using different media, there are economic lures to participation in currently fashionable technologies, as well as current political values. Linda Hutcheon also underlines the pragmatic constraints on the re-imagining of literary brands. “Expensive collaborative art forms” (87) such as films and large stage productions look for safe bets, seeking properties that have the potential to increase the audience for their franchise. Thus the marketplace influences both production and the experience of audiences. While this paper does not attempt a thoroughgoing analysis of audience reception appropriate to a fan studies approach, it borrows concepts from Matt Hills’s theorisation of marketing communication associated with screen “makeovers”. It shows that literary fiction and cinematic texts associated with celebrated authors or auteurist producer-directors share branding discourses characteristic of contemporary consumer culture. Strategies include marketing “reveals” of transformed content (Hills 319). Transformed content is presented not only as demonstrating originality and novelty; these promotional paratexts also perform displays of cultural capital on the part of production teams or of auteurist creatives (321). Case Study 1: Steven Spielberg, The Adventures of Tintin (2011) The Adventures of Tintin: The Secret of the Unicorn is itself an adaptation of a literary brand that reimagines earlier transmedia genres. According to Spielberg’s biographer, the Tintin series of bandes dessinée (comics or graphic novels) by Belgian artist Hergé (Georges Remi), has affinities with “boys’ adventure yarns” referencing and paying homage to the “silent filmmaking and the movie serials of the 1930s and ‘40s” (McBride 530). The three comics adapted by Spielberg belong to the more escapist and less “political” phase of Hergé’s career (531). As a fast-paced action movie, building to a dramatic and spectacular closure, the major plot lines of Spielberg’s film centre on Tintin’s search for clues to the secret of a model ship he buys at a street market. Teaming up with an alcoholic sea captain, Tintin solves the mystery while bullying Captain Haddock into regaining his sobriety, his family seat, and his eagerness to partner in further heroic adventures. Spielberg’s industry stature allowed him the autonomy to combine the commercial motivations of contemporary “tentpole” cinema adaptations with aspirations towards personal reputation as an auteurist director. Many of the promotional paratexts associated with the film stress the aesthetic distinction of the director’s practice alongside the blockbuster spectacle of an action film. Reinventing the Literary Brand as FranchiseComic books constitute the “mother lode of franchises” (Balio 26) in a industry that has become increasingly global and risk-adverse (see also Burke). The fan base for comic book movies is substantial and studios pre-promote their investments at events such as the four-day Comic-Con festival held annually in San Diego (Balio 26). Described as “tentpole” films, these adaptations—often of superhero genres—are considered conservative investments by the Hollywood studios because they “constitute media events; […] lend themselves to promotional tie-ins”; are “easy sells in world markets and […] have the ability to spin off sequels to create a franchise” (Balio 26). However, Spielberg chose to adapt a brand little known in the primary market (the US), thus lacking the huge fan-based to which pre-release promotional paratexts might normally be targeted. While this might seem a risky undertaking, it does reflect “changed industry realities” that seek to leverage important international markets (McBride 531). As a producer Spielberg pursued his own strategies to minimise economic risk while allowing him creative choices. This facilitated the pursuit of professional reputation alongside commercial success. The dual release of both War Horse and Tintin exemplify the director-producer’s career practice of bracketing an “entertainment” film with a “more serious work” (McBride 530). The Adventures of Tintin was promoted largely as technical tour de force and spectacle. Conversely War Horse—also adapted from a children’s text—was conceived as a heritage/nostalgia film, marked with the attention to period detail and lyric cinematography of what Matt Hills describes as “aestheticized fiction”. Nevertheless, promotional paratexts stress the discourse of auteurist transformation even in the case of the designedly more commercial Tintin film, as I discuss further below. These pre-release promotions emphasise Spielberg’s “painterly” directorial hand, as well as the professional partnership with Peter Jackson that enabled cutting edge innovation in animation. As McBride explains, the “dual release of the two films in the US was an unusual marketing move” seemingly designed to “showcase Spielberg’s artistic versatility” (McBride 530).Promotional Paratexts and Pre-Recruitment of FansAs Jonathan Gray and Jason Mittell have explained, marketing paratexts predate screen adaptations (Gray; Mittell). As part of the commercial logic of franchise development, selective release of information about a literary brand’s transformation are designed to bring fans of the “original,” or of genre communities such as fantasy or comics audiences, on board with the adaptation. Analysing Steven Moffat’s revelations about the process of adapting and creating a modern TV series from Conan Doyle’s canon (Sherlock), Matt Hills draws attention to the focus on the literary, rather than the many screen reinventions. Moffat’s focus on his childhood passion for the Holmes stories thus grounds the team’s adaptation in a period prior to any “knowledge of rival adaptations […] and any detailed awareness of canon” (326). Spielberg (unlike Jackson) denied any such childhood affective investment, claiming to have been unaware of the similarities between Raiders of the Lost Ark (1981) and the Tintin series until alerted by a French reviewer of Raiders (McBride 530). In discussing the paradoxical fidelity of his and Jackson’s reimagining of Tintin, Spielberg performed homage to the literary brand while emphasising the aesthetic limitations within the canon of prior adaptations:‘We want Tintin’s adventures to have the reality of a live-action film’, Spielberg explained during preproduction, ‘and yet Peter and I felt that shooting them in a traditional live-action format would simply not honor the distinctive look of the characters and world that Hergé created. Hergé’s characters have been reborn as living beings, expressing emotion and a soul that goes far beyond anything we’ve been able to create with computer-animated characters.’ (McBride 531)In these “reveals”, the discourse positions Spielberg and Jackson as both fans and auteurs, demonstrating affective investment in Hergé’s concepts and world-building while displaying the ingenuity of the partners as cinematic innovators.The Branded Reveal of Transformed ContentAccording to Hills, “quality TV drama” no less than “makeover TV,” is subject to branding practices such as the “reveal” of innovations attributed to creative professionals. Marketing paratexts discursively frame the “professional and creative distinction” of the teams that share and expand the narrative universe of the show’s screen or literary precursors (319–20). Distinction here refers to the cultural capital of the creative teams, as well as to the essential differences between what adaptation theorists refer to as the “hypotext” (source/original) and “hypertext” (adaptation) (Genette Paratexts; Hutcheon). The adaptation’s individualism is fore-grounded, as are the rights of creative teams to inherit, transform, and add richness to the textual universe of the precursor texts. Spielberg denied the “anxiety of influence” (Bloom) linking Tintin and Raiders, though he is reported to have enthusiastically acknowledged the similarities once alerted to them. Nevertheless, Spielberg first optioned Hergé’s series only two years later (1983). Paratexts “reveal” Hergé’s passing of the mantle from author to director, quoting his: “ ‘Yes, I think this guy can make this film. Of course it will not be my Tintin, but it can be a great Tintin’” (McBride 531).Promotional reveals in preproduction show both Spielberg and Jackson performing mutually admiring displays of distinction. Much of this is focused on the choice of motion capture animation, involving attachment of motion sensors to an actor’s body during performance, permitting mapping of realistic motion onto the animated figure. While Spielberg paid tribute to Jackson’s industry pre-eminence in this technical field, the discourse also underlines Spielberg’s own status as auteur. He claimed that Tintin allowed him to feel more like a painter than any prior film. Jackson also underlines the theme of direct imaginative control:The process of operating the small motion-capture virtual camera […] enabled Spielberg to return to the simplicity and fluidity of his 8mm amateur films […] [The small motion-capture camera] enabled Spielberg to put himself literally in the spaces occupied by the actors […] He could walk around with them […] and improvise movements for a film Jackson said they decided should have a handheld feel as much as possible […] All the production was from the imagination right to the computer. (McBride 532)Along with cinematic innovation, pre-release promotions thus rehearse the imaginative pre-eminence of Spielberg’s vision, alongside Jackson and his WETA company’s fantasy credentials, their reputation for meticulous detail, and their innovation in the use of performance capture in live-action features. This rehearsal of professional capital showcases the difference and superiority of The Adventures of Tintin to previous animated adaptations.Case Study 2: Andrew Motion: Silver, Return to Treasure Island (2012)At first glance, literary fiction would seem to be a far-cry from the commercial logics of tentpole cinema. The first work of pure fiction by a former Poet Laureate of Great Britain, updating a children’s classic, Silver: Return to Treasure Island signals itself as an exemplar of quality fiction. Yet the commercial logics of the publishing industry, no less than other media franchises, routinise practices such as author interviews at bookshop visits and festivals, generating paratexts that serve its promotional cycle. Motion’s choice of this classic for adaptation is a step further towards a popular readership than his poetry—or the memoirs, literary criticism, or creative non-fiction (“fabricated” or speculative biographies) (see Mars-Jones)—that constitute his earlier prose output. Treasure Island’s cultural status as boy’s adventure, its exotic setting, its dramatic characters long available in the public domain through earlier screen adaptations, make it a shrewd choice for appropriation in the niche market of literary fiction. Michael Cathcart’s introduction to his ABC Radio National interview with the author hones in on this:Treasure Island is one of those books that you feel as if you’ve read, event if you haven’t. Long John Silver, young Jim Hawkins, Blind Pew, Israel Hands […], these are people who stalk our collective unconscious, and they’re back. (Cathcart)Motion agrees with Cathcart that Treasure Island constitutes literary and common cultural heritage. In both interviews I analyse in the discussion here, Motion states that he “absorbed” the book, “almost by osmosis” as a child, yet returned to it with the mature, critical, evaluative appreciation of the young adult and budding poet (Darragh 27). Stevenson’s original is a “bloody good book”; the implication is that it would not otherwise have met the standards of a literary doyen, possessing a deep knowledge of, and affect for, the canon of English literature. Commercial Logic and Cultural UpdatingSilver is an unauthorised sequel—in Genette’s taxonomy, a “continuation”. However, in promotional interviews on the book and broadcast circuit, Motion claimed a kind of license from the practice of Stevenson, a fellow writer. Stevenson himself notes that a significant portion of the “bar silver” remained on the island, leaving room for a sequel to be generated. In Silver, Jim, the son of Stevenson’s Jim Hawkins, and Natty, daughter of Long John Silver and the “woman of colour”, take off to complete and confront the consequences of their parents’ adventures. In interviews, Motion identifies structural gaps in the precursor text that are discursively positioned to demand completion from, in effect, Stevenson’s literary heir: [Stevenson] was a person who was interested in sequels himself, indeed he wrote a sequel to Kidnapped [which is] proof he was interested in these things. (Cathcart)He does leave lots of doors and windows open at the end of Treasure Island […] perhaps most bewitchingly for me, as the Hispaniola sails away, they leave behind three maroons. So what happened to them? (Darragh)These promotional paratexts drop references to Great Expectations, Heart of Darkness, Lord of the Flies, Wild Sargasso Sea, the plays of Shakespeare and Tom Stoppard, the poetry of Auden and John Clare, and Stevenson’s own “self-conscious” sources: Defoe, Marryat. Discursively, they evidence “double coding” (Hills) as both homage for the canon and the literary “brand” of Stevenson’s popular original, while implicated in the commercial logic of the book industry’s marketing practices.Displays of DistinctionMotion’s interview with Sarah Darragh, for the National Association of Teachers of English, performs the role of man of letters; Motion “professes” and embodies the expertise to speak authoritatively on literature, its criticism, and its teaching. Literature in general, and Silver in particular, he claims, is not “just polemic”, that is “not how it works”, but it does has the ability to recruit readers to moral perspectives, to convey “ new ideas[s] of the self.” Silver’s distinction from Treasure Island lies in its ability to position “deep” readers to develop what is often labelled “theory of mind” (Wolf and Barzillai): “what good literature does, whether you know it or not, is to allow you to be someone else for a bit,” giving us “imaginative projection into another person’s experience” (Darragh 29). A discourse of difference and superiority is also associated with the transformed “brand.” Motion is emphatic that Silver is not a children’s book—“I wouldn’t know how to do that” (Darragh 28)—a “lesser” genre in canonical hierarchies. It is a writerly and morally purposeful fiction, “haunted” by greats of the canon and grounded in expertise in philosophical and literary heritage. In addition, he stresses the embedded seriousness of his reinvention: it is “about how to be a modern person and about greed and imperialism” (Darragh 27), as well as a deliberatively transformed artefact:The road to literary damnation is […] paved with bad sequels and prequels, and the reason that they fail […] is that they take the original on at its own game too precisely […] so I thought, casting my mind around those that work [such as] Tom Stoppard’s play Rosencrantz and Guildenstern are Dead […] or Jean Rhys’ wonderful novel Wide Sargasso Sea which is about the first Mrs Rochester in Jane Eyre […] that if I took a big step away from the original book I would solve this problem of competing with something I was likely to lose in competition with and to create something that was a sort of homage […] towards it, but that stood at a significant distance from it […]. (Cathcart) Motion thus rehearses homage and humility, while implicitly defending the transformative imagination of his “sequel” against the practice of lesser, failed, clonings.Motion’s narrative expansion of Stevenson’s fictional universe is an example of “overwriting continuity” established by his predecessor, and thus allowing him to make “meaningful claims to creative and professional distinction” while demonstrating his own “creative viewpoint” (Hills 320). The novel boldly recapitulates incidental details, settings, and dramatic embedded character-narrations from Treasure Island. Distinctively, though, its opening sequence is a paean to romantic sensibility in the tradition of Wordsworth’s The Prelude (1799–1850).The Branded Reveal of Transformed ContentSilver’s paratexts discursively construct its transformation and, by implication, improvement, from Stevenson’s original. Motion reveals the sequel’s change of zeitgeist, its ideological complexity and proximity to contemporary environmental and postcolonial values. These are represented through the superior perspective of romanticism and the scientific lens on the natural world:Treasure Island is a pre-Enlightenment story, it is pre-French Revolution, it’s the bad old world […] where people have a different ideas of democracy […] Also […] Jim is beginning to be aware of nature in a new way […] [The romantic poet, John Clare] was publishing in the 1820s but a child in the early 1800s, I rather had him in mind for Jim as somebody who was seeing the world in the same sort of way […] paying attention to the little things in nature, and feeling a sort of kinship with the natural world that we of course want to put an environmental spin on these days, but [at] the beginning of the 1800s was a new and important thing, a romantic preoccupation. (Cathcart)Motion’s allusion to Wild Sargasso Sea discursively appropriates Rhys’s feminist and postcolonial reimagination of Rochester’s creole wife, to validate his portrayal of Long John Silver’s wife, the “woman of colour.” As Christian Moraru has shown, this rewriting of race is part of a book industry trend in contemporary American adaptations of nineteenth-century texts. Interviews position readers of Silver to receive the novel in terms of increased moral complexity, sharing its awareness of the evils of slavery and violence silenced in prior adaptations.Two streams of influence [come] out of Treasure Island […] one is Pirates of the Caribbean and all that jolly jape type stuff, pirates who are essentially comic [or pantomime] characters […] And the other stream, which is the other face of Long John Silver in the original is a real menace […] What we are talking about is Somalia. Piracy is essentially a profoundly serious and repellent thing […]. (Cathcart)Motion’s transformation of Treasure Island, thus, improves on Stevenson by taking some of the menace that is “latent in the original”, yet downplayed by the genre reinvented as “jolly jape” or “gorefest.” In contrast, Silver is “a book about serious things” (Cathcart), about “greed and imperialism” and “how to be a modern person,” ideologically reconstructed as “philosophical history” by a consummate man of letters (Darragh).ConclusionWhen iconic literary brands are reimagined across media, genres and modes, creative professionals frequently need to balance various affective and commercial investments in the precursor text or property. Updatings of classic texts require interpretation and the negotiation of subtle changes in values that have occurred since the creation of the “original.” Producers in risk-averse industries such as screen and publishing media practice a certain pragmatism to ensure that fans’ nostalgia for a popular brand is not too violently scandalised, while taking care to reproduce currently popular technologies and generic conventions in the interest of maximising audience. As my analysis shows, promotional circuits associated with “quality” fiction and cinema mirror the commercial logics associated with less valorised genres. Promotional paratexts reveal transformations of content that position audiences to receive them as creative innovations, superior in many senses to their literary precursors due to the distinctive expertise of creative professionals. Paying lip-service the sophisticated reading practices of contemporary fans of both cinema and literary fiction, their discourse shows the conflicting impulses to homage, critique, originality, and recruitment of audiences.ReferencesBalio, Tino. Hollywood in the New Millennium. London: Palgrave Macmillan/British Film Institute, 2013.Bloom, Harold. The Anxiety of Influence: A Theory of Poetry. 2nd ed. Oxford: Oxford UP, 1997.Bourdieu, Pierre. Distinction: A Social Critique of the Judgement of Taste. Trans. Richard Nice. Cambridge, MA: Harvard UP, 1987. Burke, Liam. The Comic Book Film Adaptation: Exploring Modern Hollywood's Leading Genre. Jackson, MS: UP of Mississippi, 2015. Cathcart, Michael (Interviewer). Andrew Motion's Silver: Return to Treasure Island. 2013. Transcript of Radio Interview. Prod. Kate Evans. 26 Jan. 2013. 10 Apr. 2013 ‹http://www.abc.net.au/radionational/booksplus/silver/4293244#transcript›.Darragh, Sarah. "In Conversation with Andrew Motion." NATE Classroom 17 (2012): 27–30.Genette, Gérard. Palimpsests: Literature in the Second Degree. Lincoln, NE: U of Nebraska P, 1997. ———. Paratexts: Thresholds of Interpretation. Cambridge: Cambridge UP, 1997. Gray, Jonathan. Show Sold Separately: Promos, Spoilers, and Other Media Paratexts. New York: New York UP, 2010.Hills, Matt. "Rebranding Dr Who and Reimagining Sherlock: 'Quality' Television as 'Makeover TV Drama'." International Journal of Cultural Studies 18.3 (2015): 317–31.Johnson, Derek. Media Franchising: Creative License and Collaboration in the Culture Industries. Postmillennial Pop. New York: New York UP, 2013.Mars-Jones, Adam. "A Thin Slice of Cake." The Guardian, 16 Feb. 2003. 5 Oct. 2015 ‹http://www.theguardian.com/books/2003/feb/16/andrewmotion.fiction›.McBride, Joseph. Steven Spielberg: A Biography. 3rd ed. London: Faber & Faber, 2012.Mittell, Jason. Complex TV: The Poetics of Contemporary Television Storytelling. New York: New York UP, 2015.Moraru, Christian. Rewriting: Postmodern Narrative and Cultural Critique in the Age of Cloning. Herndon, VA: State U of New York P, 2001. Motion, Andrew. Silver: Return to Treasure Island. London: Jonathan Cape, 2012.Raiders of the Lost Ark. Dir. Steven Spielberg. Paramount/Columbia Pictures, 1981.Wolf, Maryanne, and Mirit Barzillai. "The Importance of Deep Reading." Educational Leadership. March (2009): 32–36.Wordsworth, William. The Prelude, or, Growth of a Poet's Mind: An Autobiographical Poem. London: Edward Moxon, 1850.

Introduction: Our current obsession with the lives of others “Biography—that is to say, our creative and non-fictional output devoted to recording and interpreting real lives—has enjoyed an extraordinary renaissance in recent years,” writes Nigel Hamilton in Biography: A Brief History (1). Ian Donaldson agrees that biography is back in fashion: “Once neglected within the academy and relegated to the dustier recesses of public bookstores, biography has made a notable return over recent years, emerging, somewhat surprisingly, as a new cultural phenomenon, and a new academic adventure” (23). For over a decade now, commentators having been making similar observations about our obsession with the intimacies of individual people’s lives. In a lecture in 1994, Justin Kaplan asserted the West was “a culture of biography” (qtd. in Salwak 1) and more recent research findings by John Feather and Hazel Woodbridge affirm that “the undiminished human curiosity about other peoples lives is clearly reflected in the popularity of autobiographies and biographies” (218). At least in relation to television, this assertion seems valid. In Australia, as in the USA and the UK, reality and other biographically based television shows have taken over from drama in both the numbers of shows produced and the viewers these shows attract, and these forms are also popular in Canada (see, for instance, Morreale on The Osbournes). In 2007, the program Biography celebrated its twentieth anniversary season to become one of the longest running documentary series on American television; so successful that in 1999 it was spun off into its own eponymous channel (Rak; Dempsey). Premiered in May 1996, Australian Story—which aims to utilise a “personal approach” to biographical storytelling—has won a significant viewership, critical acclaim and professional recognition (ABC). It can also be posited that the real home movies viewers submit to such programs as Australia’s Favourite Home Videos, and “chat” or “confessional” television are further reflections of a general mania for biographical detail (see Douglas), no matter how fragmented, sensationalized, or even inane and cruel. A recent example of the latter, the USA-produced The Moment of Truth, has contestants answering personal questions under polygraph examination and then again in front of an audience including close relatives and friends—the more “truthful” their answers (and often, the more humiliated and/or distressed contestants are willing to be), the more money they can win. Away from television, but offering further evidence of this interest are the growing readerships for personally oriented weblogs and networking sites such as MySpace and Facebook (Grossman), individual profiles and interviews in periodical publications, and the recently widely revived newspaper obituary column (Starck). Adult and community education organisations run short courses on researching and writing auto/biographical forms and, across Western countries, the family history/genealogy sections of many local, state, and national libraries have been upgraded to meet the increasing demand for these services. Academically, journals and e-mail discussion lists have been established on the topics of biography and autobiography, and North American, British, and Australian universities offer undergraduate and postgraduate courses in life writing. The commonly aired wisdom is that published life writing in its many text-based forms (biography, autobiography, memoir, diaries, and collections of personal letters) is enjoying unprecedented popularity. It is our purpose to examine this proposition. Methodological problems There are a number of problems involved in investigating genre popularity, growth, and decline in publishing. Firstly, it is not easy to gain access to detailed statistics, which are usually only available within the industry. Secondly, it is difficult to ascertain how publishing statistics are gathered and what they report (Eliot). There is the question of whether bestselling booklists reflect actual book sales or are manipulated marketing tools (Miller), although the move from surveys of booksellers to electronic reporting at point of sale in new publishing lists such as BookScan will hopefully obviate this problem. Thirdly, some publishing lists categorise by subject and form, some by subject only, and some do not categorise at all. This means that in any analysis of these statistics, a decision has to be made whether to use the publishing list’s system or impose a different mode. If the publishing list is taken at face value, the question arises of whether to use categorisation by form or by subject. Fourthly, there is the bedeviling issue of terminology. Traditionally, there reigned a simple dualism in the terminology applied to forms of telling the true story of an actual life: biography and autobiography. Publishing lists that categorise their books, such as BookScan, have retained it. But with postmodern recognition of the presence of the biographer in a biography and of the presence of other subjects in an autobiography, the dichotomy proves false. There is the further problem of how to categorise memoirs, diaries, and letters. In the academic arena, the term “life writing” has emerged to describe the field as a whole. Within the genre of life writing, there are, however, still recognised sub-genres. Academic definitions vary, but generally a biography is understood to be a scholarly study of a subject who is not the writer; an autobiography is the story of a entire life written by its subject; while a memoir is a segment or particular focus of that life told, again, by its own subject. These terms are, however, often used interchangeably even by significant institutions such the USA Library of Congress, which utilises the term “biography” for all. Different commentators also use differing definitions. Hamilton uses the term “biography” to include all forms of life writing. Donaldson discusses how the term has been co-opted to include biographies of place such as Peter Ackroyd’s London: The Biography (2000) and of things such as Lizzie Collingham’s Curry: A Biography (2005). This reflects, of course, a writing/publishing world in which non-fiction stories of places, creatures, and even foodstuffs are called biographies, presumably in the belief that this will make them more saleable. The situation is further complicated by the emergence of hybrid publishing forms such as, for instance, the “memoir-with-recipes” or “food memoir” (Brien, Rutherford and Williamson). Are such books to be classified as autobiography or put in the “cookery/food & drink” category? We mention in passing the further confusion caused by novels with a subtitle of The Biography such as Virginia Woolf’s Orlando. The fifth methodological problem that needs to be mentioned is the increasing globalisation of the publishing industry, which raises questions about the validity of the majority of studies available (including those cited herein) which are nationally based. Whether book sales reflect what is actually read (and by whom), raises of course another set of questions altogether. Methodology In our exploration, we were fundamentally concerned with two questions. Is life writing as popular as claimed? And, if it is, is this a new phenomenon? To answer these questions, we examined a range of available sources. We began with the non-fiction bestseller lists in Publishers Weekly (a respected American trade magazine aimed at publishers, librarians, booksellers, and literary agents that claims to be international in scope) from their inception in 1912 to the present time. We hoped that this data could provide a longitudinal perspective. The term bestseller was coined by Publishers Weekly when it began publishing its lists in 1912; although the first list of popular American books actually appeared in The Bookman (New York) in 1895, based itself on lists appearing in London’s The Bookman since 1891 (Bassett and Walter 206). The Publishers Weekly lists are the best source of longitudinal information as the currently widely cited New York Times listings did not appear till 1942, with the Wall Street Journal a late entry into the field in 1994. We then examined a number of sources of more recent statistics. We looked at the bestseller lists from the USA-based Amazon.com online bookseller; recent research on bestsellers in Britain; and lists from Nielsen BookScan Australia, which claims to tally some 85% or more of books sold in Australia, wherever they are published. In addition to the reservations expressed above, caveats must be aired in relation to these sources. While Publishers Weekly claims to be an international publication, it largely reflects the North American publishing scene and especially that of the USA. Although available internationally, Amazon.com also has its own national sites—such as Amazon.co.uk—not considered here. It also caters to a “specific computer-literate, credit-able clientele” (Gutjahr: 219) and has an unashamedly commercial focus, within which all the information generated must be considered. In our analysis of the material studied, we will use “life writing” as a genre term. When it comes to analysis of the lists, we have broken down the genre of life writing into biography and autobiography, incorporating memoir, letters, and diaries under autobiography. This is consistent with the use of the terminology in BookScan. Although we have broken down the genre in this way, it is the overall picture with regard to life writing that is our concern. It is beyond the scope of this paper to offer a detailed analysis of whether, within life writing, further distinctions should be drawn. Publishers Weekly: 1912 to 2006 1912 saw the first list of the 10 bestselling non-fiction titles in Publishers Weekly. It featured two life writing texts, being headed by an autobiography, The Promised Land by Russian Jewish immigrant Mary Antin, and concluding with Albert Bigelow Paine’s six-volume biography, Mark Twain. The Publishers Weekly lists do not categorise non-fiction titles by either form or subject, so the classifications below are our own with memoir classified as autobiography. In a decade-by-decade tally of these listings, there were 3 biographies and 20 autobiographies in the lists between 1912 and 1919; 24 biographies and 21 autobiographies in the 1920s; 13 biographies and 40 autobiographies in the 1930s; 8 biographies and 46 biographies in the 1940s; 4 biographies and 14 autobiographies in the 1950s; 11 biographies and 13 autobiographies in the 1960s; 6 biographies and 11 autobiographies in the 1970s; 3 biographies and 19 autobiographies in the 1980s; 5 biographies and 17 autobiographies in the 1990s; and 2 biographies and 7 autobiographies from 2000 up until the end of 2006. See Appendix 1 for the relevant titles and authors. Breaking down the most recent figures for 1990–2006, we find a not radically different range of figures and trends across years in the contemporary environment. The validity of looking only at the top ten books sold in any year is, of course, questionable, as are all the issues regarding sources discussed above. But one thing is certain in terms of our inquiry. There is no upwards curve obvious here. If anything, the decade break-down suggests that sales are trending downwards. This is in keeping with the findings of Michael Korda, in his history of twentieth-century bestsellers. He suggests a consistent longitudinal picture across all genres: In every decade, from 1900 to the end of the twentieth century, people have been reliably attracted to the same kind of books […] Certain kinds of popular fiction always do well, as do diet books […] self-help books, celebrity memoirs, sensationalist scientific or religious speculation, stories about pets, medical advice (particularly on the subjects of sex, longevity, and child rearing), folksy wisdom and/or humour, and the American Civil War (xvii). Amazon.com since 2000 The USA-based Amazon.com online bookselling site provides listings of its own top 50 bestsellers since 2000, although only the top 14 bestsellers are recorded for 2001. As fiction and non-fiction are not separated out on these lists and no genre categories are specified, we have again made our own decisions about what books fall into the category of life writing. Generally, we erred on the side of inclusion. (See Appendix 2.) However, when it came to books dealing with political events, we excluded books dealing with specific aspects of political practice/policy. This meant excluding books on, for instance, George Bush’s so-called ‘war on terror,’ of which there were a number of bestsellers listed. In summary, these listings reveal that of the top 364 books sold by Amazon from 2000 to 2007, 46 (or some 12.6%) were, according to our judgment, either biographical or autobiographical texts. This is not far from the 10% of the 1912 Publishers Weekly listing, although, as above, the proportion of bestsellers that can be classified as life writing varied dramatically from year to year, with no discernible pattern of peaks and troughs. This proportion tallied to 4% auto/biographies in 2000, 14% in 2001, 10% in 2002, 18% in 2003 and 2004, 4% in 2005, 14% in 2006 and 20% in 2007. This could suggest a rising trend, although it does not offer any consistent trend data to suggest sales figures may either continue to grow, or fall again, in 2008 or afterwards. Looking at the particular texts in these lists (see Appendix 2) also suggests that there is no general trend in the popularity of life writing in relation to other genres. For instance, in these listings in Amazon.com, life writing texts only rarely figure in the top 10 books sold in any year. So rarely indeed, that from 2001 there were only five in this category. In 2001, John Adams by David McCullough was the best selling book of the year; in 2003, Hillary Clinton’s autobiographical Living History was 7th; in 2004, My Life by Bill Clinton reached number 1; in 2006, Nora Ephron’s I Feel Bad About My Neck: and Other Thoughts on Being a Woman was 9th; and in 2007, Ishmael Beah’s discredited A Long Way Gone: Memoirs of a Boy Soldier came in at 8th. Apart from McCulloch’s biography of Adams, all the above are autobiographical texts, while the focus on leading political figures is notable. Britain: Feather and Woodbridge With regard to the British situation, we did not have actual lists and relied on recent analysis. John Feather and Hazel Woodbridge find considerably higher levels for life writing in Britain than above with, from 1998 to 2005, 28% of British published non-fiction comprising autobiography, while 8% of hardback and 5% of paperback non-fiction was biography (2007). Furthermore, although Feather and Woodbridge agree with commentators that life writing is currently popular, they do not agree that this is a growth state, finding the popularity of life writing “essentially unchanged” since their previous study, which covered 1979 to the early 1990s (Feather and Reid). Australia: Nielsen BookScan 2006 and 2007 In the Australian publishing industry, where producing books remains an ‘expensive, risky endeavour which is increasingly market driven’ (Galligan 36) and ‘an inherently complex activity’ (Carter and Galligan 4), the most recent Australian Bureau of Statistics figures reveal that the total numbers of books sold in Australia has remained relatively static over the past decade (130.6 million in the financial year 1995–96 and 128.8 million in 2003–04) (ABS). During this time, however, sales volumes of non-fiction publications have grown markedly, with a trend towards “non-fiction, mass market and predictable” books (Corporall 41) resulting in general non-fiction sales in 2003–2004 outselling general fiction by factors as high as ten depending on the format—hard- or paperback, and trade or mass market paperback (ABS 2005). However, while non-fiction has increased in popularity in Australia, the same does not seem to hold true for life writing. Here, in utilising data for the top 5,000 selling non-fiction books in both 2006 and 2007, we are relying on Nielsen BookScan’s categorisation of texts as either biography or autobiography. In 2006, no works of life writing made the top 10 books sold in Australia. In looking at the top 100 books sold for 2006, in some cases the subjects of these works vary markedly from those extracted from the Amazon.com listings. In Australia in 2006, life writing makes its first appearance at number 14 with convicted drug smuggler Schapelle Corby’s My Story. This is followed by another My Story at 25, this time by retired Australian army chief, Peter Cosgrove. Jonestown: The Power and Myth of Alan Jones comes in at 34 for the Australian broadcaster’s biographer Chris Masters; the biography, The Innocent Man by John Grisham at 38 and Li Cunxin’s autobiographical Mao’s Last Dancer at 45. Australian Susan Duncan’s memoir of coping with personal loss, Salvation Creek: An Unexpected Life makes 50; bestselling USA travel writer Bill Bryson’s autobiographical memoir of his childhood The Life and Times of the Thunderbolt Kid 69; Mandela: The Authorised Portrait by Rosalind Coward, 79; and Joanne Lees’s memoir of dealing with her kidnapping, the murder of her partner and the justice system in Australia’s Northern Territory, No Turning Back, 89. These books reveal a market preference for autobiographical writing, and an almost even split between Australian and overseas subjects in 2006. 2007 similarly saw no life writing in the top 10. The books in the top 100 sales reveal a downward trend, with fewer titles making this band overall. In 2007, Terri Irwin’s memoir of life with her famous husband, wildlife warrior Steve Irwin, My Steve, came in at number 26; musician Andrew Johns’s memoir of mental illness, The Two of Me, at 37; Ayaan Hirst Ali’s autobiography Infidel at 39; John Grogan’s biography/memoir, Marley and Me: Life and Love with the World’s Worst Dog, at 42; Sally Collings’s biography of the inspirational young survivor Sophie Delezio, Sophie’s Journey, at 51; and Elizabeth Gilbert’s hybrid food, self-help and travel memoir, Eat, Pray, Love: One Woman’s Search for Everything at 82. Mao’s Last Dancer, published the year before, remained in the top 100 in 2007 at 87. When moving to a consideration of the top 5,000 books sold in Australia in 2006, BookScan reveals only 62 books categorised as life writing in the top 1,000, and only 222 in the top 5,000 (with 34 titles between 1,000 and 1,999, 45 between 2,000 and 2,999, 48 between 3,000 and 3,999, and 33 between 4,000 and 5,000). 2007 shows a similar total of 235 life writing texts in the top 5,000 bestselling books (75 titles in the first 1,000, 27 between 1,000 and 1,999, 51 between 2,000 and 2,999, 39 between 3,000 and 3,999, and 43 between 4,000 and 5,000). In both years, 2006 and 2007, life writing thus not only constituted only some 4% of the bestselling 5,000 titles in Australia, it also showed only minimal change between these years and, therefore, no significant growth. Conclusions Our investigation using various instruments that claim to reflect levels of book sales reveals that Western readers’ willingness to purchase published life writing has not changed significantly over the past century. We find no evidence of either a short, or longer, term growth or boom in sales in such books. Instead, it appears that what has been widely heralded as a new golden age of life writing may well be more the result of an expanded understanding of what is included in the genre than an increased interest in it by either book readers or publishers. What recent years do appear to have seen, however, is a significantly increased interest by public commentators, critics, and academics in this genre of writing. We have also discovered that the issue of our current obsession with the lives of others tends to be discussed in academic as well as popular fora as if what applies to one sub-genre or production form applies to another: if biography is popular, then autobiography will also be, and vice versa. If reality television programming is attracting viewers, then readers will be flocking to life writing as well. Our investigation reveals that such propositions are questionable, and that there is significant research to be completed in mapping such audiences against each other. This work has also highlighted the difficulty of separating out the categories of written texts in publishing studies, firstly in terms of determining what falls within the category of life writing as distinct from other forms of non-fiction (the hybrid problem) and, secondly, in terms of separating out the categories within life writing. Although we have continued to use the terms biography and autobiography as sub-genres, we are aware that they are less useful as descriptors than they are often assumed to be. In order to obtain a more complete and accurate picture, publishing categories may need to be agreed upon, redefined and utilised across the publishing industry and within academia. This is of particular importance in the light of the suggestions (from total sales volumes) that the audiences for books are limited, and therefore the rise of one sub-genre may be directly responsible for the fall of another. Bair argues, for example, that in the 1980s and 1990s, the popularity of what she categorises as memoir had direct repercussions on the numbers of birth-to-death biographies that were commissioned, contracted, and published as “sales and marketing staffs conclude[d] that readers don’t want a full-scale life any more” (17). Finally, although we have highlighted the difficulty of using publishing statistics when there is no common understanding as to what such data is reporting, we hope this study shows that the utilisation of such material does add a depth to such enquiries, especially in interrogating the anecdotal evidence that is often quoted as data in publishing and other studies. Appendix 1 Publishers Weekly listings 1990–1999 1990 included two autobiographies, Bo Knows Bo by professional athlete Bo Jackson (with Dick Schaap) and Ronald Reagan’s An America Life: An Autobiography. In 1991, there were further examples of life writing with unimaginative titles, Me: Stories of My Life by Katherine Hepburn, Nancy Reagan: The Unauthorized Biography by Kitty Kelley, and Under Fire: An American Story by Oliver North with William Novak; as indeed there were again in 1992 with It Doesn’t Take a Hero: The Autobiography of Norman Schwarzkopf, Sam Walton: Made in America, the autobiography of the founder of Wal-Mart, Diana: Her True Story by Andrew Morton, Every Living Thing, yet another veterinary outpouring from James Herriot, and Truman by David McCullough. In 1993, radio shock-jock Howard Stern was successful with the autobiographical Private Parts, as was Betty Eadie with her detailed recounting of her alleged near-death experience, Embraced by the Light. Eadie’s book remained on the list in 1994 next to Don’t Stand too Close to a Naked Man, comedian Tim Allen’s autobiography. Flag-waving titles continue in 1995 with Colin Powell’s My American Journey, and Miss America, Howard Stern’s follow-up to Private Parts. 1996 saw two autobiographical works, basketball superstar Dennis Rodman’s Bad as I Wanna Be and figure-skater, Ekaterina Gordeeva’s (with EM Swift) My Sergei: A Love Story. In 1997, Diana: Her True Story returns to the top 10, joining Frank McCourt’s Angela’s Ashes and prolific biographer Kitty Kelly’s The Royals, while in 1998, there is only the part-autobiography, part travel-writing A Pirate Looks at Fifty, by musician Jimmy Buffet. There is no biography or autobiography included in either the 1999 or 2000 top 10 lists in Publishers Weekly, nor in that for 2005. In 2001, David McCullough’s biography John Adams and Jack Welch’s business memoir Jack: Straight from the Gut featured. In 2002, Let’s Roll! Lisa Beamer’s tribute to her husband, one of the heroes of 9/11, written with Ken Abraham, joined Rudolph Giuliani’s autobiography, Leadership. 2003 saw Hillary Clinton’s autobiography Living History and Paul Burrell’s memoir of his time as Princess Diana’s butler, A Royal Duty, on the list. In 2004, it was Bill Clinton’s turn with My Life. In 2006, we find John Grisham’s true crime (arguably a biography), The Innocent Man, at the top, Grogan’s Marley and Me at number three, and the autobiographical The Audacity of Hope by Barack Obama in fourth place. Appendix 2 Amazon.com listings since 2000 In 2000, there were only two auto/biographies in the top Amazon 50 bestsellers with Lance Armstrong’s It’s Not about the Bike: My Journey Back to Life about his battle with cancer at 20, and Dave Eggers’s self-consciously fictionalised memoir, A Heartbreaking Work of Staggering Genius at 32. In 2001, only the top 14 bestsellers were recorded. At number 1 is John Adams by David McCullough and, at 11, Jack: Straight from the Gut by USA golfer Jack Welch. In 2002, Leadership by Rudolph Giuliani was at 12; Master of the Senate: The Years of Lyndon Johnson by Robert Caro at 29; Portrait of a Killer: Jack the Ripper by Patricia Cornwell at 42; Blinded by the Right: The Conscience of an Ex-Conservative by David Brock at 48; and Louis Gerstner’s autobiographical Who Says Elephants Can’t Dance: Inside IBM’s Historic Turnaround at 50. In 2003, Living History by Hillary Clinton was 7th; Benjamin Franklin: An American Life by Walter Isaacson 14th; Dereliction of Duty: The Eyewitness Account of How President Bill Clinton Endangered America’s Long-Term National Security by Robert Patterson 20th; Under the Banner of Heaven: A Story of Violent Faith by Jon Krakauer 32nd; Leap of Faith: Memoirs of an Unexpected Life by Queen Noor of Jordan 33rd; Kate Remembered, Scott Berg’s biography of Katharine Hepburn, 37th; Who’s your Caddy?: Looping for the Great, Near Great and Reprobates of Golf by Rick Reilly 39th; The Teammates: A Portrait of a Friendship about a winning baseball team by David Halberstam 42nd; and Every Second Counts by Lance Armstrong 49th. In 2004, My Life by Bill Clinton was the best selling book of the year; American Soldier by General Tommy Franks was 16th; Kevin Phillips’s American Dynasty: Aristocracy, Fortune and the Politics of Deceit in the House of Bush 18th; Timothy Russert’s Big Russ and Me: Father and Son. Lessons of Life 20th; Tony Hendra’s Father Joe: The Man who Saved my Soul 23rd; Ron Chernow’s Alexander Hamilton 27th; Cokie Roberts’s Founding Mothers: The Women Who Raised our Nation 31st; Kitty Kelley’s The Family: The Real Story of the Bush Dynasty 42nd; and Chronicles, Volume 1 by Bob Dylan was 43rd. In 2005, auto/biographical texts were well down the list with only The Year of Magical Thinking by Joan Didion at 45 and The Glass Castle: A Memoir by Jeanette Walls at 49. In 2006, there was a resurgence of life writing with Nora Ephron’s I Feel Bad About My Neck: and Other Thoughts on Being a Woman at 9; Grisham’s The Innocent Man at 12; Bill Buford’s food memoir Heat: an Amateur’s Adventures as Kitchen Slave, Line Cook, Pasta-Maker, and Apprentice to a Dante-Quoting Butcher in Tuscany at 23; more food writing with Julia Child’s My Life in France at 29; Immaculée Ilibagiza’s Left to Tell: Discovering God amidst the Rwandan Holocaust at 30; CNN anchor Anderson Cooper’s Dispatches from the Edge: A Memoir of War, Disasters and Survival at 43; and Isabella Hatkoff’s Owen & Mzee: The True Story of a Remarkable Friendship (between a baby hippo and a giant tortoise) at 44. In 2007, Ishmael Beah’s discredited A Long Way Gone: Memoirs of a Boy Soldier came in at 8; Walter Isaacson’s Einstein: His Life and Universe 13; Ayaan Hirst Ali’s autobiography of her life in Muslim society, Infidel, 18; The Reagan Diaries 25; Jesus of Nazareth by Pope Benedict XVI 29; Mother Teresa: Come be my Light 36; Clapton: The Autobiography 40; Tina Brown’s The Diana Chronicles 45; Tony Dungy’s Quiet Strength: The Principles, Practices & Priorities of a Winning Life 47; and Daniel Tammet’s Born on a Blue Day: Inside the Extraordinary Mind of an Autistic Savant at 49. Acknowledgements A sincere thank you to Michael Webster at RMIT for assistance with access to Nielsen BookScan statistics, and to the reviewers of this article for their insightful comments. Any errors are, of course, our own. References Australian Broadcasting Commission (ABC). “About Us.” Australian Story 2008. 1 June 2008. ‹http://www.abc.net.au/austory/aboutus.htm>. Australian Bureau of Statistics. “1363.0 Book Publishers, Australia, 2003–04.” 2005. 1 June 2008 ‹http://www.abs.gov.au/ausstats/abs@.nsf/mf/1363.0>. Bair, Deirdre “Too Much S & M.” Sydney Morning Herald 10–11 Sept. 2005: 17. Basset, Troy J., and Christina M. Walter. “Booksellers and Bestsellers: British Book Sales as Documented by The Bookman, 1891–1906.” Book History 4 (2001): 205–36. Brien, Donna Lee, Leonie Rutherford, and Rosemary Williamson. “Hearth and Hotmail: The Domestic Sphere as Commodity and Community in Cyberspace.” M/C Journal 10.4 (2007). 1 June 2008 ‹http://journal.media-culture.org.au/0708/10-brien.php>. Carter, David, and Anne Galligan. “Introduction.” Making Books: Contemporary Australian Publishing. St Lucia: U of Queensland P, 2007. 1–14. Corporall, Glenda. Project Octopus: Report Commissioned by the Australian Society of Authors. Sydney: Australian Society of Authors, 1990. Dempsey, John “Biography Rewrite: A&E’s Signature Series Heads to Sib Net.” Variety 4 Jun. 2006. 1 June 2008 ‹http://www.variety.com/article/VR1117944601.html?categoryid=1238&cs=1>. Donaldson, Ian. “Matters of Life and Death: The Return of Biography.” Australian Book Review 286 (Nov. 2006): 23–29. Douglas, Kate. “‘Blurbing’ Biographical: Authorship and Autobiography.” Biography 24.4 (2001): 806–26. Eliot, Simon. “Very Necessary but not Sufficient: A Personal View of Quantitative Analysis in Book History.” Book History 5 (2002): 283–93. Feather, John, and Hazel Woodbridge. “Bestsellers in the British Book Industry.” Publishing Research Quarterly 23.3 (Sept. 2007): 210–23. Feather, JP, and M Reid. “Bestsellers and the British Book Industry.” Publishing Research Quarterly 11.1 (1995): 57–72. Galligan, Anne. “Living in the Marketplace: Publishing in the 1990s.” Publishing Studies 7 (1999): 36–44. Grossman, Lev. “Time’s Person of the Year: You.” Time 13 Dec. 2006. Online edition. 1 June 2008 ‹http://www.time.com/time/magazine/article/0%2C9171%2C1569514%2C00.html>. Gutjahr, Paul C. “No Longer Left Behind: Amazon.com, Reader Response, and the Changing Fortunes of the Christian Novel in America.” Book History 5 (2002): 209–36. Hamilton, Nigel. Biography: A Brief History. Cambridge, MA: Harvard UP, 2007. Kaplan, Justin. “A Culture of Biography.” The Literary Biography: Problems and Solutions. Ed. Dale Salwak. Basingstoke: Macmillan, 1996. 1–11. Korda, Michael. Making the List: A Cultural History of the American Bestseller 1900–1999. New York: Barnes & Noble, 2001. Miller, Laura J. “The Bestseller List as Marketing Tool and Historical Fiction.” Book History 3 (2000): 286–304. Morreale, Joanne. “Revisiting The Osbournes: The Hybrid Reality-Sitcom.” Journal of Film and Video 55.1 (Spring 2003): 3–15. Rak, Julie. “Bio-Power: CBC Television’s Life & Times and A&E Network’s Biography on A&E.” LifeWriting 1.2 (2005): 1–18. Starck, Nigel. “Capturing Life—Not Death: A Case For Burying The Posthumous Parallax.” Text: The Journal of the Australian Association of Writing Programs 5.2 (2001). 1 June 2008 ‹http://www.textjournal.com.au/oct01/starck.htm>.

Until the 1980s research into computer technology was developing outside of a context of media culture. Until the 1970s the computer was seen as a highly effective calculator and a tool for the use in government, military and economic life. Its popular image from the 1940s to 1950s was that of a calculator. At that time the computer was a large machine which only white lab-coated engineers could understand. The computer was studied as a technical instrument, not from the viewpoint of the user. The peculiar communication between the user -- engineers at this point -- and the machine was described in caricatures like those in Electric Media (Brown & Marks 100). Many comics handled the issue of understanding. In one cartoon one engineer asks another: "Do you ever feel that it is trying to tell us something?" And in Robert Sherman Townes's novel "Problem of Emmy", the computer (Emmy) acts out of control and prints the words: "WHO AM I WHO AM I WHO AM I?". In these examples the man-machine relationship was taken under consideration, but the attitude towards the relationship was that of a master-tool way. The user was pronouncedly in control and the machine just a passive tool. After the 1980s the image of the computer was turning into that of a playful toy and a game machine, thanks to the game houses' and marketing departments' efforts. Suddenly the player was playing with the computer, and even fairly often got beaten by it. That definitely raises feelings towards the machine! The playing situation was so intensive that the player did not often pay any attention to the interface, and the roles were not so clear anymore. This was a step towards the idea of natural communication between human and machine. Later science fiction influenced depictions of virtual reality, and haptic interfaces mediated the ideas into reality. In this paper I will discuss the man-machine relationship from the viewpoint of interface design. My expertise is in electronic games, and thus I will use examples from the game industry. This paper is a sidetrack of RAID -- Research of Adaptive User Interface Design, which was going on at the University of Lapland, Finland in 1995-1999. The RAID project was about research into adaptive interface design from the viewpoint of media archaeology, electronic games, toys and media art. Early Visions Already in the 1960s, MIT professor J.C.R. Licklider wrote about man-machine symbiosis. He saw that "man machine symbiosis is an expected development in cooperative interaction between men and electronic computers". He believed that it would lead to a new kind of cooperative partnership between man and machine (9). Licklider's visions are important, because the relationship between man and machine was seen generally differently at those days. At the time of the first mainframe computers in the 1940s, man and machine were seen as separate entities from the viewpoint of data processing. The operator put in data to the machine, which processed it by its own language which only the machine and very few engineers could understand. Fear -- a fearful affection -- has affected the development of machines and the idea of man-machine relationships throughout the decades. One reason for this is that the ordinary person had no contact to the computer. That has led to fears that when cooperating with the machine, the user will become enslaved by it, or sucked into it, as in Charlie Chaplin's film Modern Times (1936). The machine captivates its user's body, punishes it and makes its movement impossible at the end. Or the machine will keep the body's freedom, but adapt its functions to work by the automatic rhythm: the human body will be subordinated to the machine or made a part of it. What Is the Interface? In reality there still is a mediator between the user and the machine: the interface. It is a connector -- a boundary surface -- that enables the user to control the machine. There has been no doubt who is in charge of whom, but the public image of the machine is changing from "computer as a tool" to "computer as an entertainment medium". That is also changing the somewhat fearful relationship to the computer, because such applications place the player much more intensively immersed in the game world. The machine as a tool does not lose its meaning but its functionality and usability are being developed towards more entertainment-like attributes. The interface is an environment and a structural system that consists of the physical machine, a virtual programming environment, and the user. The system becomes perfect when all its parts will unite as a functional, interactive whole. Significant thresholds will arise through the hapticity of the interface, on one hand questioning the bodily relationship between user and machine and on the other hand creating new ways of being with the machine. New haptic (wearable computing) and spatial (sensors in a reactive space) interfaces raise the question of man-machine symbiosis from a new perspective. Interfaces in a Game World In games the man-machine relationship is seen with much less emotion than when using medical applications, for example. The strength of electronic games is in the goal-oriented interaction. The passivity of older machines has been replaced by the information platform where the player's actions have an immediate effect in the virtual world. The player is already surrounded by the computer: at home sitting by the computer holding a joystick and in the arcades sometimes sitting inside the computer or even being tied up with the computer (as in gyroscope VR applications). The symbiosis in game environments is essential and simple. During the 1980s and 1990s a lot of different virtual reality gear variants were developed in the "VR boom". Some systems were more or less masked arcade game machines that did not offer any real virtuality. Virtuality was seen as a new way of working with a machine, but most of the applications did not support the idea far enough. Neither did the developers pay attention to interface design nor to new ways of experiencing and feeling pleasure through the machine. At that time the most important thing was to build a plausible "virtual reality system". Under the futuristic cover of the machine there was usually a PC and a joystick or mouse. Usually a system could easily be labelled as a virtual theater, a dome or a cabin, which all refer to entertainment simulators. At the beginning of the 1990s, data glasses and gloves were the most widely used interfaces within the new interaction systems. Later the development turned from haptic interfaces towards more spatial ideas -- from wearable systems to interaction environments. Still there are only few innovative applications available. One good example is Vivid Group's old Mandala VR system which was later in the 1990s developed further to the Holopod system. It has been promoted as the interface of the future and new way of being with the computer. As in the film Modern Times so also with Holopod the player is in a way sucked inside the game world. But this time with the user's consent. Behind the Holopod is Vivid Group's Mandala VGC (Video Gesture Control) technology which they have been developing since 1986. The Mandala VGC system combines real time video images of the player with the game scene. The player in the real world is the protagonist in the game world. So the real world and the game world are united. That makes it possible to sense the real time movement as well as interaction between the platform and the player. Also other manufacturers like American Holoplex has developed similar systems. Their system is called ThunderCam. Like Konami's Dance Dance Revolution, it asks heavy physical involvement in the Street Fighter combat game. Man-Man and Man-Machine Cooperation One of the most important elements in electronic games has been reaction ability. Now the playing is turning closer to a new sport. Different force feedback systems combined with haptic interfaces will create much more diverse examples of action. For example, the Japanese Konami corporation has developed a haptic version of a popular Playstation dance game where karaoke and an electronic version of the Twister game are combined. Besides new man-machine cooperative applications, there are also under development some multi-user environments where the user interacts with the computer-generated world as well as with other players. The Land of Snow and Ice has been under development for about a year now in the University of Lapland, Finland. It is a tourism project that is supposed to be able to create a sensation of the arctic environment throughout the year. Temperature and atmosphere are created with the help of refrigerating equipment. In the space there are virtual theatre and enhanced ski-doo as interfaces. The 3-D software makes the sensation very intense, and a hydraulic platform extends the experience. The Land of Snow and Ice is interesting from the point of view of the man-machine relationship in the way that it brings a new idea to the interface design: the use of everyday objects as interfaces. The machine is "hidden" inside an everyday object and one is interacting and using the machine in a more natural way. For example, the Norwegian media artist Stahl Stenslie has developed "an 'intelligent' couch through which you communicate using your body through tactile and visual stimuli". Besides art works he has also talked about new everyday communication environments, where the table in a café could be a communication tool. One step towards Stenslie's idea has already become reality in Lasipalatsi café in Helsinki, Finland. The tables are good for their primary purpose, but you can also surf the Internet and read your e-mail with them, while drinking your tea. These kind of ideas have also been presented within 'intelligent home' speculations. Intelligent homes have gained acceptance and there are already several intelligent homes in the world. Naturally there will always be opposition, because the surface between man and machine is still a very delicate issue. In spite of this, I see such homogeneous countries as Finland, for example, to be a good testing ground for a further development of new man-machine interaction systems. Pleasure seems to be one of the key words of the future, and with the new technology, one can make everyday routines easier, pleasure more intense and the Internet a part of social communication: within the virtual as well as in real world communities. In brief, I have introduced two ideas: using games as a testing ground, and embedding haptic and spatial interfaces inside everyday objects. It is always difficult to predict the future and there are always at least technology, marketing forces, popular culture and users that will affect what the man-machine relationship of the future will be like. I see games and game interfaces as the new developing ground for a new kind of man-machine relationship. References Barfield, W., and T.A. Furness. Virtual Environments and Advanced Interface Design. New York: Oxford UP, 1995. Brown, Les, and Sema Marks. Electric Media. New York: Hargrove Brace Jovanovich, 1974. Burdea, G., and P. Coiffet. Virtual Reality Technology. New York: John Wiley and Sons, 1994. Greelish, David. "Hictorically Brewed Magazine. A Retrospective." Classic Computing. 1 Sep. 1999 <http://www.classiccomputing.com/mag.php>. Huhtamo, Erkki. "Odottavasta Operaattorista Kärsimättömäksi Käyttäjäksi. Interaktiivisuuden Arkeologiaa." Mediaevoluutiota. Eds. Kari Hintikka and Seppo Kuivakari. Rovaniemi: U of Lapland P, 1997. Jones, Steve, ed. Virtual Culture: Identity and Communication in Cybersociety. Thousand Oaks, Calif.: Sage, 1997. Kuivakari, Seppo, ed. Keholliset Käyttöliittymät. Helsinki: TEKES, 1999. 1 Sep. 1999 <http://media.urova.fi/~raid>. Licklider, J.C.R. "Man-Computer Symbiosis." 1960. 1 Sep. 1999 <http://memex.org/licklider.pdf>. Picard, Rosalind W. Affective Computing. Cambridge, Mass.: MIT P, 1997. "Return of the Luddites". Interview with Kirkpatrick Sale. Wired Magazine June 1995. Stenslie, Stahl. Artworks. 1 Sep. 1999 <http://sirene.nta.no/stahl/>. Citation reference for this article MLA style: Sonja Kangas. "From Haptic Interfaces to Man-Machine Symbiosis." M/C: A Journal of Media and Culture 2.6 (1999). [your date of access] <http://www.uq.edu.au/mc/9909/haptic.php>. Chicago style: Sonja Kangas, "From Haptic Interfaces to Man-Machine Symbiosis," M/C: A Journal of Media and Culture 2, no. 6 (1999), <http://www.uq.edu.au/mc/9909/haptic.php> ([your date of access]). APA style: Sonja Kangas. (1999) From haptic interfaces to man-machine symbiosis. M/C: A Journal of Media and Culture 2(6). <http://www.uq.edu.au/mc/9909/haptic.php> ([your date of access]).

Trauma care represents a complex interaction between humans and technology. Historically advancement in trauma care is linked to advancement in technology: it may be improvements in communication, transportation, imaging, etc. On the other hand, advancement in technologies leads to new challenges in trauma care. Using computers in health care is not a new phenomenon. Whatever the advancement in information and communication technology, one of the first applications of technology is in the field of health care. The fourth industrial revolution is changing the lives of people as never before. The Metaverse comprises of technologies of industry 4.0 such as artificial intelligence (AI), AR, VR, telepresence, digital twinning, and block chain, etc. According to broader definitions, the metaverse represents a futuristic virtual world in 3D. Virtual reality is a network of interconnected virtual worlds that can be managed independently. Metaverses, therefore, consist of a multitude of digital universes rather than a single virtual world (1). The science-fiction author Neal Stephenson coined the term metaverse in his novel Snow Crash (1992), in which characters enjoy themselves as digital avatars in the “Metaverse” as an escape from the grim realities of the real world.

No man [...] can wear one face to himself and another to the multitude, without finally getting bewildered as to which one may be true. (Nathaniel Hawthorne Scarlet Letter – as seen and pondered by Tony Soprano at Bowdoin College, The Sopranos, Season 1, Episode 5: “College”)The fictitious is a particular and varied source of insight into the everyday world. The idea of seriality—with its variations of the serial, series, seriated—is very much connected to our patterns of entertainment. In this essay, I want to begin the process of testing what values and meanings can be drawn from the idea of seriality into comprehending the play of persona in contemporary culture. From a brief overview of the intersection of persona and seriality as well as a review of the deployment of seriality in popular culture, the article focuses on the character/ person-actor relationship to demonstrate how seriality produces persona. The French term for character—personnage—will be used to underline the clear relations between characterisation, person, and persona which have been developed by the recent work by Lenain and Wiame. Personnage, through its variation on the word person helps push the analysis into fully understanding the particular and integrated configuration between a public persona and the fictional role that an actor inhabits (Heinich).There are several qualities related to persona that allow this movement from the fictional world to the everyday world to be profitable. Persona, in terms of origins, in and of itself implies performance and display. Jung, for instance, calls persona a mask where one is “acting a role” (167); while Goffman considers that performance and roles are at the centre of everyday life and everyday forms and patterns of communication. In recent work, I have use persona to describe how online culture pushes most people to construct a public identity that resembles what celebrities have had to construct for their livelihood for at least the last century (“Persona”; “Self”). My work has expanded to an investigation of how online persona relates to individual agency (“Agency”) and professional postures and positioning (Barbour and Marshall).The fictive constructions then are intensified versions of what persona is addressing: the fabrication of a role for particular directions and ends. Characters or personnages are constructed personas for very directed ends. Their limitation to the study of persona as a dimension of public culture is that they are not real; however, when one thinks of the actor who takes on this fictive identity, there is clearly a relationship between the real personality and that of the character. Moreover, as Nayar’s analysis of highly famous characters that are fictitious reveals, these celebrated characters, such as Harry Potter or Wolverine, sometime take on a public presence in and of themselves. To capture this public movement of a fictional character, Nayar blends the terms celebrity with fiction and calls these semi-public/semi-real entities “celefiction”: the characters are famous, highly visible, and move across media, information, and cultural platforms with ease and speed (18-20). Their celebrity status underlines their power to move outside of their primary text into public discourse and through public spaces—an extra-textual movement which fundamentally defines what a celebrity embodies.Seriality has to be seen as fundamental to a personnage’s power of and extension into the public world. For instance with Harry Potter again, at least some of his recognition is dependent on the linking or seriating the related books and movies. Seriality helps organise our sense of affective connection to our popular culture. The familiarity of some element of repetition is both comforting for audiences and provides at least a sense of guarantee or warranty that they will enjoy the future text as much as they enjoyed the past related text. Seriality, though, also produces a myriad of other effects and affects which provides a useful background to understand its utility in both the understanding of character and its value in investigating contemporary public persona. Etymologically, the words “series” and seriality are from the Latin and refer to “succession” in classical usage and are identified with ancestry and the patterns of identification and linking descendants (Oxford English Dictionary). The original use of the seriality highlights its value in understanding the formation of the constitution of person and persona and how the past and ancestry connect in series to the current or contemporary self. Its current usage, however, has broadened metaphorically outwards to identify anything that is in sequence or linked or joined: it can be a series of lectures and arguments or a related mark of cars manufactured in a manner that are stylistically linked. It has since been deployed to capture the production process of various cultural forms and one of the key origins of this usage came from the 19th century novel. There are many examples where the 19th century novel was sold and presented in serial form that are too numerous to even summarise here. It is useful to use Dickens’ serial production as a defining example of how seriality moved into popular culture and the entertainment industry more broadly. Part of the reason for the sheer length of many of Charles Dickens’ works related to their original distribution as serials. In fact, all his novels were first distributed in chapters in monthly form in magazines or newspapers. A number of related consequences from Dickens’ serialisation are relevant to understanding seriality in entertainment culture more widely (Hayward). First, his novel serialisation established a continuous connection to his readers over years. Thus Dickens’ name itself became synonymous and connected to an international reading public. Second, his use of seriality established a production form that was seen to be more affordable to its audience: seriality has to be understood as a form that is closely connected to economies and markets as cultural commodities kneaded their way into the structure of everyday life. And third, seriality established through repetition not only the author’s name but also the name of the key characters that populated the cultural form. Although not wholly attributable to the serial nature of the delivery, the characters such as Oliver Twist, Ebenezer Scrooge or David Copperfield along with a host of other major and minor players in his many books become integrated into everyday discourse because of their ever-presence and delayed delivery over stories over time (see Allen 78-79). In the same way that newspapers became part of the vernacular of contemporary culture, fictional characters from novels lived for years at a time in the consciousness of this large reading public. The characters or personnages themselves became personalities that through usage became a way of describing other behaviours. One can think of Uriah Heep and his sheer obsequiousness in David Copperfield as a character-type that became part of popular culture thinking and expressing a clear negative sentiment about a personality trait. In the twentieth century, serials became associated much more with book series. One of the more successful serial genres was the murder mystery. It developed what could be described as recognisable personnages that were both fictional and real. Thus, the real Agatha Christie with her consistent and prodigious production of short who-dunnit novels was linked to her Belgian fictional detective Hercule Poirot. Variations of these serial constructions occurred in children’s fiction, the emerging science fiction genre, and westerns with authors and characters rising to related prominence.In a similar vein, early to mid-twentieth century film produced the film serial. In its production and exhibition, the film serial was a déclassé genre in its overt emphasis on the economic quality of seriality. Thus, the film serial was generally a filler genre that was interspersed before and after a feature film in screenings (Dixon). As well as producing a familiarity with characters such as Flash Gordon, it was also instrumental in producing actors with a public profile that grew from this repetition. Flash Gordon was not just a character; he was also the actor Buster Crabbe and, over time, the association became indissoluble for audiences and actor alike. Feature film serials also developed in the first half-century of American cinema in particular with child actors like Shirley Temple, Mickey Rooney and Judy Garland often reprising variations of their previous roles. Seriality more or less became the standard form of delivery of broadcast media for most of the last 70 years and this was driven by the economies of production it developed. Whether the production was news, comedy, or drama, most radio and television forms were and are variation of serials. As well as being the zenith of seriality, television serials have been the most studied form of seriality of all cultural forms and are thus the greatest source of research into what serials actually produced. The classic serial that began on radio and migrated to television was the soap opera. Although most of the long-running soap operas have now disappeared, many have endured for more than 30 years with the American series The Guiding Light lasting 72 years and the British soap Coronation Street now in its 64th year. Australian nighttime soap operas have managed a similar longevity: Neighbours is in its 30th year, while Home and Away is in its 27th year. Much of the analyses of soap operas and serials deals with the narrative and the potential long narrative arcs related to characters and storylines. In contrast to most evening television serials historically, soap operas maintain the continuity from one episode to the next in an unbroken continuity narrative. Evening television serials, such as situation comedies, while maintaining long arcs over their run are episodic in nature: the structure of the story is generally concluded in the given episode with at least partial closure in a manner that is never engaged with in the never-ending soap opera serials.Although there are other cultural forms that deploy seriality in their structures—one can think of comic books and manga as two obvious other connected and highly visible serial sources—online and video games represent the other key media platform of serials in contemporary culture. Once again, a “horizon of expectation” (Jauss and De Man 23) motivates the iteration of new versions of games by the industry. New versions of games are designed to build on gamer loyalties while augmenting the quality and possibilities of the particular game. Game culture and gamers have a different structural relationship to serials which at least Denson and Jahn-Sudmann describe as digital seriality: a new version of a game is also imagined to be technologically more sophisticated in its production values and this transformation of the similitude of game structure with innovation drives the economy of what are often described as “franchises.” New versions of Minecraft as online upgrades or Call of Duty launches draw the literal reinvestment of the gamer. New consoles provide a further push to serialisation of games as they accentuate some transformed quality in gameplay, interaction, or quality of animated graphics. Sports franchises are perhaps the most serialised form of game: to replicate new professional seasons in each major sport, the sports game transforms with a new coterie of players each year.From these various venues, one can see the centrality of seriality in cultural forms. There is no question that one of the dimensions of seriality that transcends these cultural forms is its coordination and intersection with the development of the industrialisation of culture and this understanding of the economic motivation behind series has been explored from some of the earliest analyses of seriality (see Hagedorn; Browne). Also, seriality has been mined extensively in terms of its production of the pleasure of repetition and transformation. The exploration of the popular, whether in studies of readers of romance fiction (Radway), or fans of science fiction television (Tulloch and Jenkins; Jenkins), serials have provided the resource for the exploration of the power of the audience to connect, engage and reconstruct texts.The analysis of the serialisation of character—the production of a public personnage—and its relation to persona surprisingly has been understudied. While certain writers have remarked on the longevity of a certain character, such as Vicky Lord’s 40 year character on the soap opera One Life to Live, and the interesting capacity to maintain both complicated and hidden storylines (de Kosnik), and fan audience studies have looked at the parasocial-familiar relationship that fan and character construct, less has been developed about the relationship of the serial character, the actor and a form of twinned public identity. Seriality does produce a patterning of personnage, a structure of familiarity for the audience, but also a structure of performance for the actor. For instance, in a longitudinal analysis of the character of Fu Manchu, Mayer is able to discern how a patterning of iconic form shapes, replicates, and reiterates the look of Fu Manchu across decades of films (Mayer). Similarly, there has been a certain work on the “taxonomy of character” where the serial character of a television program is analysed in terms of 6 parts: physical traits/appearance; speech patterns, psychological traits/habitual behaviours; interaction with other characters; environment; biography (Pearson quoted in Lotz).From seriality what emerges is a particular kind of “type-casting” where the actor becomes wedded to the specific iteration of the taxonomy of performance. As with other elements related to seriality, serial character performance is also closely aligned to the economic. Previously I have described this economic patterning of performance the “John Wayne Syndrome.” Wayne’s career developed into a form of serial performance where the individual born as Marion Morrison becomes structured into a cultural and economic category that determines the next film role. The economic weight of type also constructs the limits and range of the actor. Type or typage as a form of casting has always been an element of film and theatrical performance; but it is the seriality of performance—the actual construction of a personnage that flows between the fictional and real person—that allows an actor to claim a persona that can be exchanged within the industry. Even 15 years after his death, Wayne remained one of the most popular performers in the United States, his status unrivalled in its close definition of American value that became wedded with a conservative masculinity and politics (Wills).Type and typecasting have an interesting relationship to seriality. From Eisenstein’s original use of the term typage, where the character is chosen to fit into the meaning of the film and the image was placed into its sequence to make that meaning, it generally describes the circumscribing of the actor into their look. As Wojcik’s analysis reveals, typecasting in various periods of theatre and film acting has been seen as something to be fought for by actors (in the 1850s) and actively resisted in Hollywood in 1950 by the Screen Actors Guild in support of more range of roles for each actor. It is also seen as something that leads to cultural stereotypes that can reinforce the racial profiling that has haunted diverse cultures and the dangers of law enforcement for centuries (Wojcik 169-71). Early writers in the study of film acting, emphasised that its difference from theatre was that in film the actor and character converged in terms of connected reality and a physicality: the film actor was less a mask and more a sense of “being”(Kracauer). Cavell’s work suggested film over stage performance allowed an individuality over type to emerge (34). Thompson’s semiotic “commutation” test was another way of assessing the power of the individual “star” actor to be seen as elemental to the construction and meaning of the film role Television produced with regularity character-actors where performance and identity became indissoluble partly because of the sheer repetition and the massive visibility of these seriated performances.One of the most typecast individuals in television history was Leonard Nimoy as Spock in Star Trek: although the original Star Trek series ran for only three seasons, the physical caricature of Spock in the series as a half-Vulcan and half-human made it difficult for the actor Nimoy to exit the role (Laws). Indeed, his famous autobiography riffed on this mis-identity with the forceful but still economically powerful title I am Not Spock in 1975. When Nimoy perceived that his fans thought that he was unhappy in his role as Spock, he published a further tome—I Am Spock—that righted his relationship to his fictional identity and its continued source of roles for the previous 30 years. Although it is usually perceived as quite different in its constitution of a public identity, a very similar structure of persona developed around the American CBS news anchor Walter Cronkite. With his status as anchor confirmed in its power and centrality to American culture in his desk reportage of the assassination and death of President Kennedy in November 1963, Cronkite went on to inhabit a persona as the most trusted man in the United States by the sheer gravitas of hosting the Evening News stripped across every weeknight at 6:30pm for the next 19 years. In contrast to Nimoy, Cronkite became Cronkite the television news anchor, where persona, actor, and professional identity merged—at least in terms of almost all forms of the man’s visibility.From this vantage point of understanding the seriality of character/personnage and how it informs the idea of the actor, I want to provide a longer conclusion about how seriality informs the concept of persona in the contemporary moment. First of all, what this study reveals is the way in which the production of identity is overlaid onto any conception of identity itself. If we can understand persona not in any negative formulation, but rather as a form of productive performance of a public self, then it becomes very useful to see that these very visible public blendings of performance and the actor-self can make sense more generally as to how the public self is produced and constituted. My final and concluding examples will try and elucidate this insight further.In 2013, Netflix launched into the production of original drama with its release of House of Cards. The series itself was remarkable for a number of reasons. First among them, it was positioned as a quality series and clearly connected to the lineage of recent American subscription television programs such as The Sopranos, Six Feet Under, Dexter, Madmen, The Wire, Deadwood, and True Blood among a few others. House of Cards was an Americanised version of a celebrated British mini-series. In the American version, an ambitious party whip, Frank Underwood, manoeuvres with ruthlessness and the calculating support of his wife closer to the presidency and the heart and soul of American power. How the series expressed quality was at least partially in its choice of actors. The role of Frank Underwood was played by the respected film actor Kevin Spacey. His wife, Clare, was played by the equally high profile Robin Warren. Quality was also expressed through the connection of the audience of viewers to an anti-hero: a personnage that was not filled with virtue but moved with Machiavellian acuity towards his objective of ultimate power. This idea of quality emerged in many ways from the successful construction of the character of Tony Soprano by James Gandolfini in the acclaimed HBO television series The Sopranos that reconstructed the very conception of the family in organised crime. Tony Soprano was enacted as complex and conflicted with a sense of right and justice, but embedded in the personnage were psychological tropes and scars, and an understanding of the need for violence to maintain influence power and a perverse but natural sense of order (Martin).The new television serial character now embodied a larger code and coterie of acting: from The Sopranos, there is the underlying sense and sensibility of method acting (see Vineberg; Stanislavski). Gandolfini inhabited the role of Tony Soprano and used the inner and hidden drives and motivations to become the source for the display of the character. Likewise, Spacey inhabits Frank Underwood. In that new habitus of television character, the actor becomes subsumed by the role. Gandolfini becomes both over-determined by the role and his own identity as an actor becomes melded to the role. Kevin Spacey, despite his longer and highly visible history as a film actor is overwhelmed by the televisual role of Frank Underwood. Its serial power, where audiences connect for hours and hours, where the actor commits to weeks and weeks of shoots, and years and years of being the character—a serious character with emotional depth, with psychological motivation that rivals the most visceral of film roles—transforms the actor into a blended public person and the related personnage.This blend of fictional and public life is complex as much for the producing actor as it is for the audience that makes the habitus real. What Kevin Spacey/Frank Underwood inhabit is a blended persona, whose power is dependent on the constructed identity that is at source the actor’s production as much as any institutional form or any writer or director connected to making House of Cards “real.” There is no question that this serial public identity will be difficult for Kevin Spacey to disentangle when the series ends; in many ways it will be an elemental part of his continuing public identity. This is the economic power and risk of seriality.One can see similar blendings in the persona in popular music and its own form of contemporary seriality in performance. For example, Eminem is a stage name for a person sometimes called Marshall Mathers; but Eminem takes this a step further and produces beyond a character in its integration of the personal—a real personnage, Slim Shady, to inhabit his music and its stories. To further complexify this construction, Eminem relies on the production of his stories with elements that appear to be from his everyday life (Dawkins). His characterisations because of the emotional depth he inhabits through his rapped stories betray a connection to his own psychological state. Following in the history of popular music performance where the singer-songwriter’s work is seen by all to present a version of the public self that is closer emotionally to the private self, we once again see how the seriality of performance begins to produce a blended public persona. Rap music has inherited this seriality of produced identity from twentieth century icons of the singer/songwriter and its display of the public/private self—in reverse order from grunge to punk, from folk to blues.Finally, it is worthwhile to think of online culture in similar ways in the production of public personas. Seriality is elemental to online culture. Social media encourage the production of public identities through forms of repetition of that identity. In order to establish a public profile, social media users establish an identity with some consistency over time. The everydayness in the production of the public self online thus resembles the production and performance of seriality in fiction. Professional social media sites such as LinkedIn encourage the consistency of public identity and this is very important in understanding the new versions of the public self that are deployed in contemporary culture. However, much like the new psychological depth that is part of the meaning of serial characters such as Frank Underwood in House of Cards, Slim Shady in Eminem, or Tony Soprano in The Sopranos, social media seriality also encourages greater revelations of the private self via Instagram and Facebook walls and images. We are collectively reconstituted as personas online, seriated by the continuing presence of our online sites and regularly drawn to reveal more and greater depths of our character. In other words, the online persona resembles the new depth of the quality television serial personnage with elaborate arcs and great complexity. Seriality in our public identity is also uncovered in the production of our game avatars where, in order to develop trust and connection to friends in online settings, we maintain our identity and our patterns of gameplay. At the core of this online identity is a desire for visibility, and we are drawn to be “picked up” and shared in some repeatable form across what we each perceive as a meaningful dimension of culture. Through the circulation of viral images, texts, and videos we engage in a circulation and repetition of meaning that feeds back into the constancy and value of an online identity. Through memes we replicate and seriate content that at some level seriates personas in terms of humour, connection and value.Seriality is central to understanding the formation of our masks of public identity and is at least one valuable analytical way to understand the development of the contemporary persona. This essay represents the first foray in thinking through the relationship between seriality and persona.ReferencesBarbour, Kim, and P. David Marshall. “The Academic Online Constructing Persona.” First Monday 17.9 (2012).Browne, Nick. “The Political Economy of the (Super)Text.” Quarterly Review of Film Studies 9.3 (1984): 174-82. Cavell, Stanley. “Reflections on the Ontology of Film.” Movie Acting: The Film Reader. Ed. Wojcik and Pamela Robertson. London: Routledge, 2004 (1979). 29-35.Dawkins, Marcia Alesan. “Close to the Edge: Representational Tactics of Eminem.” The Journal of Popular Culture 43.3 (2010): 463-85.De Kosnik, Abigail. “One Life to Live: Soap Opera Storytelling.” How to Watch Television. Ed. Ethan Thompson and Jason Mittell. New York: New York University Press, 2013. 355-63.Denson, Shane, and Andreas Jahn-Sudmann. “Digital Seriality: On the Serial Aesthetics and Practice of Digital Games.” Journal of Computer Game Culture 7.1 (2013): 1-32.Dixon, Wheeler Winston. “Flash Gordon and the 1930s and 40s Science Fiction Serial.” Screening the Past 11 (2011). 20 May 2014.Goffman, Erving. The Presentation of Self in Everyday Life. Woodstock, New York: The Overlook Press, 1973.Hagedorn, Roger “Technology and Economic Exploitation: The Serial as a Form of Narrative Presentation.” Wide Angle 10. 4 (1988): 4-12.Hayward, Jennifer Poole. Consuming Pleasures: Active Audiences and Serial Fictions from Dickens to Soap Opera. Lexington: University Press of Kentucky, 1997.Heinrich, Nathalie. “Personne, Personnage, Personalité: L'acteur a L'ère De Sa Reproductibilité Technique.” Personne/Personnage. Eds. Thierry Lenain and Aline Wiame. Paris: Librairie Philosophique J. Vrin, 2011. 77-101.Jauss, Hans Robert, and Paul De Man. Toward an Aesthetic of Reception. Brighton: Harvester, 1982.Jenkins, Henry. Textual Poachers: Television Fans & Participatory Culture. New York: Routledge, 1992.Jung, C. G., et al. Two Essays on Analytical Psychology. 2nd ed. Princeton, N.J.: Princeton University Press, 1966.Kracauer, Siegfried. “Remarks on the Actor.” Movie Acting, the Film Reader. Ed. Pamela Robertson Wojcik. London: Routledge, 2004 (1960). 19-27.Leonard Nimoy & Pharrell Williams: Star Trek & Creating Spock. Ep. 12. Reserve Channel. December 2013. Lenain, Thierry, and Aline Wiame (eds.). Personne/Personnage. Librairie Philosophiques J. VRIN, 2011.Lotz, Amanda D. “House: Narrative Complexity.” How to Watch TV. Ed. Ethan Thompson and Jason Mittell. New York: New York University Press, 2013. 22-29.Marshall, P. David. “The Cate Blanchett Persona and the Allure of the Oscar.” The Conversation (2014). 4 April 2014.Marshall, P. David “Persona Studies: Mapping the Proliferation of the Public Self.” Journalism 15.2 (2014): 153-70.Marshall, P. David. “Personifying Agency: The Public–Persona–Place–Issue Continuum.” Celebrity Studies 4.3 (2013): 369-71.Marshall, P. David. “The Promotion and Presentation of the Self: Celebrity as Marker of Presentational Media.” Celebrity Studies 1.1 (2010): 35-48.Marshall, P. David. Celebrity and Power: Fame in Contemporary Culture. 2nd Ed. Minneapolis: University of Minnesota Press, 2014.Martin, Brett. Difficult Men: Behind the Scenes of a Creative Revolution: From The Sopranos and The Wire to Mad Men and Breaking Bad. London: Faber and Faber, 2013.Mayer, R. “Image Power: Seriality, Iconicity and the Mask of Fu Manchu.” Screen 53.4 (2012): 398-417.Nayar, Pramod K. Seeing Stars: Spectacle, Society, and Celebrity Culture. New Delhi; Thousand Oaks, California: Sage Publications, 2009.Nimoy, Leonard. I Am Not Spock. Milbrae, California: Celestial Arts, 1975.Nimoy, Leonard. I Am Spock. 1st ed. New York: Hyperion, 1995.Radway, Janice A. Reading the Romance: Women, Patriarchy, and Popular Literature. Chapel Hill: University of North Carolina Press, 1984.Stanislavski, Constantin. Creating a Role. New York: Routledge, 1989 (1961).Thompson, John O. “Screen Acting and the Commutation Test.” Movie Acting: The Film Reader. Ed. Pamela Robertson Wojcik. London: Routledge, 2004 (1978). 37-48.Tulloch, John, and Henry Jenkins. Science Fiction Audiences: Watching Doctor Who and Star Trek. London; New York: Routledge, 1995.Vineberg, Steve. Method Actors: Three Generations of an American Acting Style. New York; Toronto: Schirmer Books, 1991.Wills, Garry. John Wayne’s America: The Politics of Celebrity. New York: Simon & Schuster, 1997.Wojcik, Pamela Robertson. “Typecasting.” Movie Acting: The Film Reader. Ed. Pamela Robertson Wojcik. London: Routledge, 2004. 169-89.

A curious sense of the past, the present, and the future is evoked when I consider the sweeping curves and gleaming surfaces of the rocketships, rayguns and UFOs beloved of 1950s SF illustrators and filmmakers. A sense of the past, of course, because they are things of history, designed and conceived at the pre-dawn of the space age, and representing an old aesthetic and innocent notions of infinite progress and glistening technology. Modernity, pure and distilled. A sense of the present, because these designs and aesthetics are constantly being reworked, re-modelled, re-contextualised and re-incorporated into new images and artefacts by highly reflexive and postmodern designers. In them, I also see the future, because the present imagery of space travel is somewhat lacking in boldness and excitement. Humans went to the Moon a few times in a stubby little module, left most of it behind, and never returned. Whereas in the old movies (Forbidden Planet, Destination Moon, Flash Gordon), we elegantly traversed the ether in giant rockets that looked like interplanetary cruise liners. It's a strange nostalgia, to feel that we lost something we never really had. The second world war temporarily suspended the production of designed consumer artefacts, as the production resources of nations were funnelled into military purposes (McDermott 17). The devastation that the war caused meant that resources and money were in short supply for many years -- it was not until the 1950s that Western economies had sufficiently recovered for excess to come back in fashion. With it came new materials and technologies like nylon and anodised aluminium, developed for the war effort, and soon to be channelled into commercial applications. The explosion in fashion and industrial design has been called by Leslie Jackson "The New Look", after Christian Dior's "New Look" spring collection of 1947 (Jackson 7). The extravagance of Dior's New Look was initially funded by the French Government, eager to exploit the nation's reputation for excellence in design. There was initial hostility to such extravagance from nations inured to hardship and utility, but this soon dissipated (8). Overwhelmingly, a post-war austerity was replaced by a "vision of the future" (McDermott 19). Nowhere was this vision more evident than in the excitement over space exploration (21). Science and design again interacted at a high level and the symbols of the atom and the rocketship became central motifs in the New Look (21), harking back to Art Deco, the style movement of the 1920s, which was one of the first movements to apply contemporary technology to design. Industrial design became highly influenced by the organic sculpture of Moore, Calder and Arp (McDermott 20), and the preference for curving, fluid shapes became evident in everything from automobile design (complete with rocket fins) and interior decoration (20). It was a period where the visions of the future seemed to perfectly match the reality. Anything seemed possible. Space exploration was gearing up, Science Fiction was in its golden age, authors such as Heinlein, Asimov, Bester and Clarke were at the height of their creative powers. The UFO movement began in force with the activation of American military groups investigating sightings. Science Fiction films, when they weren't agitating over pseudo-communist alien menaces, depicted space travel as effortless and everyday occurrences. And the tool by which this was accomplished was the rocketship. There was a democratic notion of technology attached to these early visions of interplanetary craft: plot lines would frequently revolve around inspired individuals constructing their craft in back yards and sheds, sponsored by enlightened commercial interests. Truly, the American Dream. Technology and power that anyone could access, wrapped in a free-market ideology that was, ironically, almost eliminated by the billion dollar budgets of the resolutely governmental NASA Apollo projects, but still lives on in the cult of hobbyist miniature rocket builders. Much of the inspiration for the shape of those rocket ships undoubtedly sprang from the same well as contemporary aircraft design (indeed, many leading SF writers of the time were trained physicists and engineers). Central themes in the rocket designs were cigar shaped bodies, sweeping wings and foils; they usually took off like aeroplanes as well. This aesthetic stayed in SF illustration and filmmaking until the late 1960s, when Kubrick's 2001: A Space Odyssey and the success of the Apollo missions changed the design paradigm forever. No longer were spaceships smooth tapering rockets. No longer did aliens arrive in spinning metal discs. In their place were textured and massively detailed objects, the functional products of heavy industry. Star Wars added speed, dirt, and rust to the equation. And so it remained, until the 1990s. The 1990s have become a time of (certainly not quiet) reflection, of looking to the past for fashion and philosophy, to rework, to revisit. In the early 1990s, music became the target, and first the 1960s, then the 70s, then the 80s were plundered for riffs, lyrics and attitudes. That's died down -- stealing from the early 1990s would be galling even for Oasis. Two very different media forms, Cinema and computer games, have taken up the challenge of stealing from the past. The 1980s are at last a definite historical era; ripe for parody, even if it can't be taken seriously just yet. And digital art makes the old look newer than ever. Like a pristine and gleaming Ed Wood movie, Tim Burton's Mars Attacks made the flying saucer cool again; The X-Files reworks the hoariest of horror and B-movie clichés with knowing, post-modern humour. The instruction manual for the computer game Fallout hilariously revisits 1950s cold war nuclear paranoia with cartoon diagrams depicting duck and cover techniques. In the game itself, a crashed flying saucer (complete with large headed skeletal remains) delivers to the player a powerful raygun (which despatches the mutant foe with a dayglo disintegration effect) and a velvet covered photograph of Elvis. These icons have remained with us, transformed, almost forgotten, from the age of the Atom (to rework Nicholas Negroponte) to the age of the Bit. If the visionaries are right, we might be headed back to atoms, with the oncoming Age of the Nano: technology that's constructed atom-by-atom into motors, circuits and eventually, perhaps, robots. If it happens, the economic and ideological constraints on our cultural and industrial production will fall away almost over night. Freed from our limitations, who's to say that the space vessels of the future might not take any shape we wish -- even those old fond shapes of our distant memory? The rhetoric is exciting, but I'm reminded of the optimism about atomic power. Time will tell. References Collins, Michael. Towards Post-Modernism: Design since 1851. London: British Museum Press, 1987. Jackson, Lesley. The New Look: Design in the Fifties. Manchester: Thames and Hudson: 1991. McDermott, Catherine. Essential Design. London: Bloomsbury, 1992. Pye, David. The Nature and Aesthetics of Design. Bethel, CT: Cambium Press, 1978. Citation reference for this article MLA style: Nick Caldwell. "Rocketships, Rayguns and UFOs: Memories of Kitsch SF Iconography." M/C: A Journal of Media and Culture 1.2 (1998). [your date of access] <http://www.uq.edu.au/mc/9808/sf.php>. Chicago style: Nick Caldwell, "Rocketships, Rayguns and UFOs: Memories of Kitsch SF Iconography," M/C: A Journal of Media and Culture 1, no. 2 (1998), <http://www.uq.edu.au/mc/9808/sf.php> ([your date of access]). APA style: Nick Caldwell. (1998) Rocketships, rayguns and UFOs: memories of kitsch SF iconography. M/C: A Journal of Media and Culture 1(2). <http://www.uq.edu.au/mc/9808/sf.php> ([your date of access]).

This essay examines the influence of the pinball industry's late twentieth-century decline on Disco Elysium's (ZA/UM, 2019) narrative. Reference points to pinball must be sought out in Disco Elysium as they are hidden, but once found they implore the player to consider the downfall of games. Gleaning from academic work on ZA/UM's text, archival research, pinball history, and by using formal narrative analysis this paper explains how the downturn of the pinball industry conveys Disco Elysium's political strife—namely capitalism's detrimental influence on the fictional district of Martinaise.

Computer and video games are one of the primary uses of personal computer technologies, and yet despite an increasing interest in cultural practices that are organised around computer and information technologies cultural studies has paid very little attention to this phenomenon. In the War of Desire and Technology Allucquére Roseanne Stone comments "that there seems no question that a significant proportion of young people will spend a significant and increasing proportion of their waking hours playing computer-based games in one form or another, and so far the implications of this trend have yet to be fully addressed in academic forums" (26). This Christmas will undoubtedly follow the trend of the last few years, with video game consoles and software being the biggest toy sellers. In the lead-up to this Christmas Nintendo shipped 5,000,000 units of the much-anticipated Shigeru Miyamoto-designed game, The Legend of Zelda: Ocarina of Time. The Zelda series of adventure games made its first appearance in 1987 on the Nintendo Entertainment System (NES) with The Legend of Zelda (which sold 6.5 million units worldwide). It is increasingly evident that whether it is in games arcades, on console systems such as the Nintendo 64, or on personal computers, the playing of computer games is a crucial component of the popular cultural terrain. In The Legend of Zelda: Ocarina of Time, the fifth installment in the series, the player controls a young boy, Link, through his adventures in the 3D-rendered fantasy world of Hyrule. By defeating various monsters, solving puzzles, and discovering magical items the player progresses through the game with the aim of saving Hyrule and rescuing Princess Zelda by defeating the evil Ganondorf. Yup, once you get past all of the 3D polygon graphics enabled by the Nintendo 64 platform this game is your basic rescue-the-princess quest with all of the troubling gender implications that this raises. Cultural theorists such as Stone and Dan Fleming raise the concern that this rapidly expanding industry that is an increasingly significant component of many young people's cultural lives is limited to the problems associated with a narrowly defined masculine identity. Stone asks should things like computer games, which are so terrifically absorbing and which take up so much waking time -- so much precious, irreplaceable waking time -- be expected to possess a modicum of invention, to be able to stretch players' imaginations and skills beyond the ability to hit targets and dodge obstacles? (163-64) Fleming observes that "this remarkable technology could support a much richer play space and with it a position less rigidly tied to a simplistically projected male identity" (57). But the narrative content of The Legend of Zelda: Ocarina of Time does not come even close to explaining what it is about playing the game that hooks the gamer into this 30-50 hour experience, and keeps us coming back for more -- just one more session until I finish that Dungeon. Fleming makes the important point that an analysis of the symbolic content of games tells us very little about what it is actually like to play them. He takes the step of shifting our attention from the meanings of cultural objects to their status as events (11-16). The criticism that computer and video game content is dominated by a constraining masculine identity is important, but is no more than a starting point. Is this all that can be said about games such as Zelda? I would argue that the activity of playing computer games cannot simply be approached through a textual analysis of the symbolic content of games. If we tentatively accept that gaming is not simply a content, but an activity, then, how can we analyse or describe this activity? Does cultural studies provide us with the tools necessary to describe it as a cultural experience? How is this experience organised, and what ramifications does it have for cultural studies' understanding of contemporary cultural technologies? An initial avenue of inquiry is provided by the term gameplay. Gameplay is a term that constantly emerges in my discussions with both gamers and game designers. It is a quite ephemeral and at moments incoherent concept that is used to describe the experience of a player's visceral immersion in and interactive engagement with a particular game's environment. It is an aspect of computer gaming that resists or at least would seem to be excessive to representation or symbolising. The very ephemeral and rather vague ways in which it is used have made it tempting to reject any serious analysis of it as an incoherence which may well function to simply side-step or avoid criticism of games' very obvious problem with representations of gender. However, as a player of computer games I recognise the experience that gamers are attempting to describe with the term gameplay and find it difficult to reject it out of hand simply because my theoretical vocabulary as a cultural analyst has difficulties in accommodating it. Where is the problem -- with the cultural experience or the theoretical vocabulary? In many of my discussions with gamers the term gameplay functions as something of a shared horizon or assumed knowledge. If I ask what gameplay is or does I will often receive a response such as the following: "Gameplay is what makes a game fun. It is the fun factor". If I then query what elements or features in particular make a game fun the response will invariably be, "well good gameplay is what is important. Graphics and stuff can be good, but often are just eye-candy". The discussion will generally end with a comment such as "you've played [Game X], you know what I mean, it has great gameplay". This term seems to function as something of a marker for how the cultural experience of gameplay exceeds our symbolic vocabulary. It opens out onto the event status of playing. (But I think exchanges such as the above are also about the event of a research relation.) In email discussions Cameron Brown, a lead game designer employed by Auran (a Brisbane, Australia based game software company -- Auran and Activision co-developed the real-time strategy game Dark Reign) described gameplay in the following terms: I was made 'lead tester' for 'Radical Rex', a SNES [Super Nintendo Entertainment System] platformer.... It got to the point where I could finish the game (10 levels plus bonus 8 levels) in 27 minutes -- about 40 minutes if I held the controller upside down. I could literally play the first level with my eyes closed, using only muscle memory! Anyway, Mario Kart: sometimes, playing it, I lost all sense of everything except the game. My hands moved without conscious intervention on my part.... I believe the MK 'trance state' short circuits this delay not requiring the brain to be aware of something before the hands have responded." The term gameplay appears throughout gamers' discussions of The Legend of Zelda: Ocarina of Time on newsgroups (rec.games.video.nintendo) and fan WWW sites, for example Nintendojo. The Next-Generation review of Zelda describes a gaming experience "beyond the superficialities of graphics, sound, and controls (which are all excellent) ... that sucks the player into a mystical world that has never been seen or felt before". Eric Enrico Mattei, a reviewer on Nintendojo, asserts that the quality of gameplay in Zelda is such "that you are COMPLETELY IMMERSED in Zelda's world". Writing in anticipation of Zelda's release Mikey Veroni comments that "ease of control is important in Zelda 64 (not to mention any game) because only then can the player feel like Link is acting and responding exactly to the player's actions. Perfect gameplay is so simple yet terribly crucial at the same time". Miyamoto, the designer of Zelda, said in a recent interview that in creating game environments such as Zelda he is concerned with "how players feel when they are touching the controller, so that is the way I'm always making the video game. I'm always thinking of the player's feelings". These various ways of talking about and describing the experience of playing computer and video games are not exactly new or mysterious. They draw on well-established conventions and metaphors for understanding the human interface with technology or equipment in general. When I asked Cameron about his use of the phrase "muscle memory", for example, he responded that it came from a guitar player magazine and was used in the context of explaining exercises to teach your fingers how to play a scale. Other sources for this technological sublime relation include science fiction texts such as William Gibson's descriptions of the experience of jacking into the matrix of cyberspace in Neuromancer. Dan Fleming's careful distinction between the symbolic content of games and the experience of playing them would seem to apply to the above descriptions of gameplay. He asserts that playing a game like Nintendo's platform adventure Mario Brothers is an intriguing experience that involves "the replacement of the gameworld's thematics by its geometry, which is where the fully engaged action really is" (191). Fleming sums up by commenting that "at their best computer games simply operate elsewhere for much of the time" (193). Although I have reservations about the tendency to position gameplay and representation in an almost strict opposition the foregrounding of this elsewhere of playability is useful in that it suggests the status of computer gaming as an event rather than a text or content to be interpreted. In his recent essay, "The Being of Culture, Beyond Representation", Alec McHoul argues, against representationalist understandings of cultural objects, for an approach that takes into account the movements and dynamics of "event-ness or eventality" (2). This shift away from a representational framework towards what McHoul calls "eventalistic experiencing" is where I head in my engagement with gameplay. This spectral dynamic of computer gaming calls us to change our modes of engaging with research objects. The issues of control and controllers appear in many of the gamers' discussions of playing Zelda. Fleming refers to this experience: "the player feels the responsiveness of the controller, the forward momentum, the onset of a relaxed energy, a feeling of competence" (192). Entering into the world of the game is also a skill or competence; it involves the ability to effectively use the game control system or interface to navigate through the play environment. This game control would seem to function within the terms of a traditional controlling masculine subjectivity. It appears to be about enjoying a sense of ease, empowerment and control in a technologically mediated environment. Relations between the human and the technological are from the outset caught up in fantasies of control. But the event of playing, the elsewhere of gameplay, exceeds the limits of our stories about an autonomous self in control of and using technology. When we play games like Zelda we are being positioned in those regions of cultural experience that involve a transformation in the mode of our relation to technological equipment. Our assumptions regarding the relation and separation between the human and the technological -- and perhaps also the gender implications of these relations -- are increasingly transformed, subverted, and questioned. Computer gaming is at least in part about the enjoyment gamers derive from the blurring and confusion of the boundaries between the technological and the self: techno-enjoyment. This element of enjoyment exceeds both the symbolic and the corporeal. But it should not be understood as some kind of more real or immediate bodily experience posited outside of and in opposition to the representational. It invokes another materiality of the technological object that is other than a reduction to technics or the human. It is a spectral interspace: the relation between the human and nonhuman. This relation with technology is not simply or only at the level of representation, nor at the materiality of the technological object or the bodily experience and sensations of the gamer. Gaming opens onto this domain of materialised techno-enjoyment. And in this region of cultural experience it is no longer clearly decidable who or what is in control. This experience of gameplay radically undermines notions of equipmentality grounded in a controlling human subject. Cultural Studies academics -- and I include myself in this group -- should be cautious about rushing to reduce the experience of gameplay to a problem or issue of representation. This is not to argue that representational effects are not operative in the practices of computer gaming. It is to argue the careful consideration of other important effects and processes. References Fleming, Dan. Powerplay: Toys as Popular Culture. Manchester: Manchester UP, 1996. Gamecenter.com. "An Interview with Shigeru Miyamoto." 1998. 10 Dec. 1998 <http://www.gamecenter.com/News/Item/0,3,0-2305,00.html?st.gc.ttn.si.gn>. The Legend of Zelda: Ocarina of Time. Game cartridge. Nintendo. 1998. McHoul, Alec. "The Being of Culture, Beyond Representation." 1998. 15 Oct. 1998 <http://kali.murdoch.edu.au/~mchoul/being.php>. Mattei, Eric Enrico. "Review of Zelda 64." 1998. 12 Dec. 1998 <http://www.nintendojo.com/reviews/staff/zeldaem.htm>. Next Generation. "Review of The Legend of Zelda: Ocarina of Time." 24 Nov. 1998. 13 Dec. 1998 <http://www.next-generation.com/jsmid/reviews/437.php>. Stone, Allucquére Roseanne. The War of Desire and Technology at the Close of the Mechanical Age. Cambridge, Mass.: MIT P, 1995. Veroni, Mikey. "Legendary." 1998. 10 Dec. 1998 <http://www.nintendojo.com/specials/zelda2/index.htm>. Zelda-related WWW sites -- Nintendojo -- Zelda Central -- Zelda 64 Central -- Zelda 64 Headquarters -- Zelda Headquarters -- Zelda's Shrine -- Hyrule: The Land of Zelda Citation reference for this article MLA style: John Banks. "Controlling Gameplay." M/C: A Journal of Media and Culture 1.5 (1998). [your date of access] <http://www.uq.edu.au/mc/9812/game.php>. Chicago style: John Banks, "Controlling Gameplay," M/C: A Journal of Media and Culture 1, no. 5 (1998), <http://www.uq.edu.au/mc/9812/game.php> ([your date of access]). APA style: John Banks. (1998) Controlling gameplay. M/C: A Journal of Media and Culture 1(5). <http://www.uq.edu.au/mc/9812/game.php> ([your date of access]).

Introduction Almost all industries in Australia today have adopted digital media in some way. However, uses in large scale activities such as mining may seem to be different from others. This article looks at mining practices with a media studies approach, and concludes that, just as many other industries, mining and media have converged. Many Australian mine sites are adopting new media for communication and control to manage communication, explore for ore bodies, simulate forces, automate drilling, keep records, and make transport and command robotic. Beyond sharing similar digital devices for communication and computation, new media in mining employ characteristic digital media operations, such as numerical operation, automation and managed variability. This article examines the implications of finding that some of the most material practices have become mediated by new media. Mining has become increasingly mediated through new media technologies similar to GPS, visualisation, game remote operation, similar to those adopted in consumer home and mobile digital media. The growing and diversified adoption of digital media championed by companies like Rio Tinto aims not only ‘improve’ mining, but to change it. Through remediating practices of digital mining, new media have become integral powerful tools in prospective, real time and analytical environments. This paper draws on two well-known case studies of mines in the Pilbara and Western NSW. These have been documented in press releases and media reports as representing changes in media and mining. First, the West Angelas mines in the Pilbara is an open cut iron ore mine introducing automation and remote operation. This mine is located in the remote Pilbara, and is notable for being operated remotely from a control centre 2000km away, near Perth Airport, WA. A growing fleet of Komatsu 930E haul trucks, which can drive autonomously, traverses the site. Fitted with radars, lasers and GPS, these enormous vehicles navigate through the open pit mine with no direct human control. Introducing these innovations to mine sites become more viable after iron ore mining became increasingly profitable in the mid-2000s. A boom in steel building in China drove unprecedented demand. This growing income coincided with a change in public rhetoric from companies like Rio Tinto. They pointed towards substantial investments in research, infrastructure, and accelerated introduction of new media technologies into mining practices. Rio Tinto trademarked the term ‘Mine of the future’ (US Federal News Service 1), and publicised their ambitious project for renewal of mining practice, including digital media. More recently, prices have been more volatile. The second case study site is a copper and gold underground mine at Northparkes in Western NSW. Northparkes uses substantial sensing and control, as well as hybrid autonomous and remote operated vehicles. The use of digital media begins with prospecting, and through to logistics of transportation. Engineers place explosives in optimal positions using computer modelling of the underground rock formations. They make heavy use of software to coordinate layer-by-layer use of explosives in this advanced ‘box cut’ mine. After explosives disrupt the rock layer a kilometre underground, another specialised vehicle collects and carries the ore to the surface. The Sandvik loader-hauler-dumper (LHD) can be driven conventionally by a driver, but it can also travel autonomously in and out of the mine without a direct operator. Once it reaches a collection point, where the broken up ore has accumulated, a user of the surface can change the media mode to telepresence. The human operator then takes control using something like a games controller and multiple screens. The remote operator controls the LHD to fill the scoop with ore. The fully-loaded LHD backs up, and returns autonomously using laser senses to follow a trail to the next drop off point. The LHD has become a powerful mediator, reconfiguring technical, material and social practices throughout the mine. The Meanings of Mining and Media Are Converging Until recently, mining and media typically operated ontologically separately. The media, such as newspapers and television, often tell stories about mining, following regular narrative scripts. There are controversies and conflicts, narratives of ecological crises, and the economics of national benefit. There are heroic and tragic stories such as the Beaconsfield mine collapse (Clark). There are new industry policies (Middelbeek), which are politically fraught because of the lobbying power of miners. Almost completely separately, workers in mines were consumers of media, from news to entertainment. These media practices, while important in their own right, tell nothing of the approaching changes in many other sectors of work and everyday life. It is somewhat unusual for a media studies scholar to study mine sites. Mine sites are most commonly studied by Engineering (Bellamy & Pravica), Business and labour and cultural histories (McDonald, Mayes & Pini). Until recently, media scholarship on mining has related to media institutions, such as newspapers, broadcasters and websites, and their audiences. As digital media have proliferated, the phenomena that can be considered as media phenomena has changed. This article, pointing to the growing roles of media technologies, observes the growing importance that media, in these terms, have in the rapidly changing domain of mining. Another meaning for ‘media’ studies, from cybernetics, is that a medium is any technology that translates perception, makes interpretations, and performs expressions. This meaning is more abstract, operating with a broader definition of media — not only those institutionalised as newspapers or radio stations. It is well known that computer-based media have become ubiquitous in culture. This is true in particular within the mining company’s higher ranks. Rio Tinto’s ambitious 2010 ‘Mine of the Future’ (Fisher & Schnittger, 2) program was premised on an awareness that engineers, middle managers and senior staff were already highly computer literate. It is worth remembering that such competency was relatively uncommon until the late 1980s. The meanings of digital media have been shifting for many years, as computers become experienced more as everyday personal artefacts, and less as remote information systems. Their value has always been held with some ambivalence. Zuboff’s (387-414) picture of loss, intimidation and resistance to new information technologies in the 1980s seems to have dissipated by 2011. More than simply being accepted begrudgingly, the PC platform (and variants) has become a ubiquitous platform, a lingua franca for information workers. It became an intimate companion for many professions, and in many homes. It was an inexpensive, versatile and generalised convergent medium for communication and control. And yet, writers such as Gregg observe, the flexibility of networked digital work imposes upon many workers ‘unlimited work’. The office boundaries of the office wall break down, for better or worse. Emails, utility and other work-related behaviours increasingly encroach onto domestic and public space and time. Its very attractiveness to users has tied them to these artefacts. The trail that leads the media studies discipline down the digital mine shaft has been cleared by recent work in media archaeology (Parikka), platform studies (Middelbeek; Montfort & Bogost; Maher) and new media (Manovich). Each of these redefined Media Studies practices addresses the need to diversify the field’s attention and methods. It must look at more specific, less conventional and more complex media formations. Mobile media and games (both computer-based) have turned out to be quite different from traditional media (Hjorth; Goggin). Kirschenbaum’s literary study of hard drives and digital fiction moves from materiality to aesthetics. In my study of digital mining, I present a reconfigured media studies, after the authors, that reveals heterogeneous media configurations, deserving new attention to materiality. This article also draws from the actor network theory approach and terminology (Latour). The uses of media / control / communications in the mining industry are very complex, and remain under constant development. Media such as robotics, computer modelling, remote operation and so on are bound together into complex practices. Each mine site is different — geologically, politically, and economically. Mines are subject to local and remote disasters. Mine tunnels and global prices can collapse, rendering active sites uneconomical overnight. Many technologies are still under development — including Northparkes and West Angelas. Both these sites are notable for their significant use of autonomous vehicles and remote operated vehicles. There is no doubt that the digital technologies modulate all manner of the mining processes: from rocks and mechanical devices to human actors. Each of these actors present different forms of collusion and opposition. Within a mining operation, the budgets for computerised and even robotic systems are relatively modest for their expected return. Deep in a mine, we can still see media convergence at work. Convergence refers to processes whereby previously diverse practices in media have taken on similar devices and techniques. While high-end PCs in mining, running simulators; control data systems; visualisation; telepresence, and so on may be high performance, ruggedised devices, they still share a common platform to the desktop PC. Conceptual resources developed in Media Ecology, New Media Studies, and the Digital Humanities can now inform readings of mining practices, even if their applications differ dramatically in size, reliability and cost. It is not entirely surprising that some observations by new media theorists about entertainment and media applications can also relate to features of mining technologies. Manovich argues that numerical representation is a distinctive feature of new media. Numbers have always already been key to mining engineering. However, computers visualise numerical fields in simulations that extend out of the minds of the calculators, and into visual and even haptic spaces. Specialists in geology, explosives, mechanical apparatuses, and so on, can use plaftorms that are common to everyday media. As the significance of numbers is extended by computers in the field, more and more diverse sources of data provide apparently consistent and seamless images of multiple fields of knowledge. Another feature that Manovich identifies in new media is the capacity for automation of media operations. Automation of many processes in mechanical domains clearly occurred long before industrial technologies were ported into new media. The difference with new media in mine sites is that robotic systems must vary their performance according to feedback from their extra-system environments. For our purposes, the haul trucks in WA are software-controlled devices that already qualify as robots. They sense, interpret and act in the world based on their surroundings. They evaluate multiple factors, including the sensors, GPS signals, operator instructions and so on. They can repeat the path, by sensing the differences, day after day, even if the weather changes, the track wears away or the instructions from base change. Automation compensates for differences within complex and changing environments. Automation of an open-pit mine haulage system… provides more consistent and efficient operation of mining equipment, it removes workers from potential danger, it reduces fuel consumption significantly reducing greenhouse gas (GHG) emissions, and it can help optimize vehicle repairs and equipment replacement because of more-predictable and better-controlled maintenance. (Parreire and Meech 1-13) Material components in physical mines tend to become modular and variable, as their physical shape lines up with the logic of another of Manovich’s new media themes, variability. Automatic systems also make obsolete human drivers, who previously handled those environmental variations, for better or for worse, through the dangerous, dull and dirty spaces of the mine. Drivers’ capacity to control repeat trips is no longer needed. The Komatsu driverless truck, introduced to the WA iron ore mines from 2008, proved itself to be almost as quick as human drivers at many tasks. But the driverless trucks have deeper advantages: they can run 23 hours each day with no shift breaks; they drive more cautiously and wear the equipment less than human drivers. There is no need to put up workers and their families up in town. The benefit most often mentioned is safety: even the worst accident won’t produce injuries to drivers. The other advantage less mentioned is that autonomous trucks don’t strike. Meanwhile, managers of human labour also need to adopt certain strategies of modulation to support the needs and expectations of their workers. Mobile phones, televisions and radio are popular modes of connecting workers to their loved ones, particularly in the remote and harsh West Angelas site. One solution — regular fly-in-fly out shifts — tends also to be alienating for workers and locals (Cheshire; Storey; Tonts). As with any operations, the cost of maintaining a safe and comfortable environment for workers requires trade-offs. Companies face risks from mobile phones, leaking computer networks, and espionage that expose the site to security risks. Because of such risks, miners tend be subject to disciplinary regimes. It is common to test alcohol and drug levels. There was some resistance from workers, who refused to change to saliva testing from urine testing (Latimer). Contesting these machines places the medium, in a different sense, at the centre of regulation of the workers’ bodies. In Northparkes, the solution of hybrid autonomous and remote operation is also a solution for modulating labour. It is safer and more comfortable, while also being more efficient, as one experienced driver can control three trucks at a time. This more complex mode of mediation is necessary because underground mines are more complex in geology, and working environments to suit full autonomy. These variations provide different relationships between operators and machines. The operator uses a games controller, and watches four video views from the cabin to make the vehicle fill the bucket with ore (Northparkes Mines, 9). Again, media have become a pivotal element in the mining assemblage. This combines the safety and comfort of autonomous operation (helping to retain staff) with the required use of human sensorimotor dexterity. Mine systems deserve attention from media studies because sites are combining large scale physical complexity with increasingly sophisticated computing. The conventional pictures of mining and media rarely address the specificity of subjective and artefactual encounters in and around mine sites. Any research on mining communication is typically within the instrumental frames of engineering (Duff et al.). Some of the developments in mechanical systems have contributed to efficiency and safety of many mines: larger trucks, more rock crushers, and so on. However, the single most powerful influence on mining has been adopting digital media to control, integrate and mining systems. Rio Tinto’s transformative agenda document is outlined in its high profile ‘Mine of the Future’ agenda (US Federal News Service). The media to which I refer are not only those in popular culture, but also those with digital control and communications systems used internally within mines and supply chains. The global mining industry began adopting digital communication automation (somewhat) systematically only in the 1980s. Mining companies hesitated to adopt digital media because the fundamentals of mining are so risky and bound to standard procedures. Large scale material operations, extracting and processing minerals from under the ground: hardly to be an appropriate space for delicate digital electronics. Mining is also exposed to volatile economic conditions, so investing in anything major can be unattractive. High technology perhaps contradicts an industry ethos of risk-taking and masculinity. Digital media became domesticated, and familiar to a new generation of formally educated engineers for whom databases and algorithms (Manovich) were second nature. Digital systems become simultaneously controllers of objects, and mediators of meanings and relationships. They control movements, and express communications. Computers slide from using meanings to invoking direct actions over objects in the world. Even on an everyday scale, computer operations often control physical processes. Anti-lock Braking Systems regulate a vehicle’s braking pressure to avoid the danger when wheels lock-up. Or another example, is the ATM, which involves both symbolic interactions, and also exchange of physical objects. These operations are examples of the ‘asignifying semiotic’ (Guattari), in which meanings and non-meanings interact. There is no operation essential distinction between media- and non-media digital operations. Which are symbolic, attached or non-consequential is not clear. This trend towards using computation for both meanings and actions has accelerated since 2000. Mines of the Future Beyond a relatively standard set of office and communications software, many fields, including mining, have adopted specialised packages for their domains. In 3D design, it is AutoCAD. In hard sciences, it is custom modelling. In audiovisual production, it may be Apple and Adobe products. Some platforms define their subjectivity, professional identity and practices around these platforms. This platform orientation is apparent in areas of mining, so that applications such as the Gemcom, Rockware, Geological Database and Resource Estimation Modelling from Micromine; geology/mine design software from Runge, Minemap; and mine production data management software from Corvus. However, software is only a small proportion of overall costs in the industry. Agents in mining demand solutions to peculiar problems and requirements. They are bound by their enormous scale; physical risks of environments, explosive and moving elements; need to negotiate constant change, as mining literally takes the ground from under itself; the need to incorporate geological patterns; and the importance of logistics. When digital media are the solution, there can be what is perceived as rapid gains, including greater capacities for surveillance and control. Digital media do not provide more force. Instead, they modulate the direction, speed and timing of activities. It is not a complete solution, because too many uncontrolled elements are at play. Instead, there are moment and situations when the degree of control refigures the work that can be done. Conclusions In this article I have proposed a new conception of media change, by reading digital innovations in mining practices themselves as media changes. This involved developing an initial reading of the operations of mining as digital media. With this approach, the array of media components extends far beyond the conventional ‘mass media’ of newspapers and television. It offers a more molecular media environment which is increasingly heterogeneous. It sometimes involves materiality on a huge scale, and is sometimes apparently virtual. The mining media event can be a semiotic, a signal, a material entity and so on. It can be a command to a human. It can be a measurement of location, a rock formation, a pressure or an explosion. The mining media event, as discussed above, is subject to Manovich’s principles of media, being numerical, variable and automated. In the mining media event, these principles move from the aesthetic to the instrumental and physical domains of the mine site. The role of new media operates at many levels — from the bottom of the mine site to the cruising altitude of the fly-in-fly out aeroplanes — has motivated significant changes in the Australian industry. When digital media and robotics come into play, they do not so much introduce change, but reintroduce similarity. This inversion of media is less about meaning, and more about local mastery. Media modulation extends the kinds of influence that can be exerted by the actors in control. In these situations, the degrees of control, and of resistance, are yet to be seen. Acknowledgments Thanks to Mining IQ for a researcher's pass at Mining Automation and Communication Conference, Perth in August 2012. References Bellamy, D., and L. Pravica. “Assessing the Impact of Driverless Haul Trucks in Australian Surface Mining.” Resources Policy 2011. Cheshire, L. “A Corporate Responsibility? The Constitution of Fly-In, Fly-Out Mining Companies as Governance Partners in Remote, Mine-Affected Localities.” Journal of Rural Studies 26.1 (2010): 12–20. Clark, N. “Todd and Brant Show PM Beaconsfield's Cage of Hell.” The Mercury, 6 Nov. 2008. Duff, E., C. Caris, A. Bonchis, K. Taylor, C. Gunn, and M. Adcock. “The Development of a Telerobotic Rock Breaker.” CSIRO 2009: 1–10. Fisher, B.S. and S. Schnittger. Autonomous and Remote Operation Technologies in the Mining Industry: Benefits and Costs. BAE Report 12.1 (2012). Goggin, G. Global Mobile Media. London: Routledge, 2010. Gregg, M. Work’s Intimacy. Cambridge: Polity, 2011. Guattari, F. Chaosmosis: An Ethico-Aesthetic Paradigm. Trans. Paul Bains and Julian Pefanis. Bloomington: Indiana UP, 1992. Hjorth, L. Mobile Media in the Asia-Pacific: Gender and the Art of Being Mobile. Taylor & Francis, 2008. Kirschenbaum, M.G. Mechanisms: New Media and the Forensic Imagination. Campridge, Mass.: MIT Press, 2008. Latimer, Cole. “Fair Work Appeal May Change Drug Testing on Site.” Mining Australia 2012. 3 May 2013 ‹http://www.miningaustralia.com.au/news/fair-work-appeal-may-change-drug-testing-on-site›. Latour, B. Reassembling the Social: An Introduction to Actor-Network-Theory. Oxford: Oxford University Press, 2007. Maher, J. The Future Was Here: The Commodore Amiga. Cambridge, Mass.: MIT Press, 2012. Manovich, Lev. The Language of New Media. Cambridge, Mass.: MIT Press, 2001. McDonald, P., R. Mayes, and B. Pini. “Mining Work, Family and Community: A Spatially-Oriented Approach to the Impact of the Ravensthorpe Nickel Mine Closure in Remote Australia.” Journal of Industrial Relations 2012. Middelbeek, E. “Australia Mining Tax Set to Slam Iron Ore Profits.” Metal Bulletin Weekly 2012. Montfort, N., and I. Bogost. Racing the Beam: The Atari Video Computer System. Cambridge, Mass.: MIT Press, 2009. Parikka, J. What Is Media Archaeology? London: Polity Press, 2012. Parreira, J., and J. Meech. “Autonomous vs Manual Haulage Trucks — How Mine Simulation Contributes to Future Haulage System Developments.” Paper presented at the CIM Meeting, Vancouver, 2010. 3 May 2013 ‹http://www.infomine.com/library/publications/docs/parreira2010.pdf›. Storey, K. “Fly-In/Fly-Out and Fly-Over: Mining and Regional Development in Western Australia.” Australian Geographer 32.2 (2010): 133–148. Storey, K. “Fly-In/Fly-Out: Implications for Community Sustainability.” Sustainability 2.5 (2010): 1161–1181. 3 May 2013 ‹http://www.mdpi.com/2071-1050/2/5/1161›. Takayama, L., W. Ju, and C. Nas. “Beyond Dirty, Dangerous and Dull: What Everyday People Think Robots Should Do.” Paper presented at HRI '08, Amsterdam, 2008. 3 May 2013 ‹http://www-cdr.stanford.edu/~wendyju/publications/hri114-takayama.pdf›. Tonts, M. “Labour Market Dynamics in Resource Dependent Regions: An Examination of the Western Australian Goldfields.” Geographical Research 48.2 (2010): 148-165. 3 May 2013 ‹http://onlinelibrary.wiley.com/doi/10.1111/j.1745-5871.2009.00624.x/abstract›. US Federal News Service, Including US State News. “USPTO Issues Trademark: Mine of the Future.” 31 Aug. 2011. Wu, S., H. Han, X. Liu, H. Wang, F. Xue. “Highly Effective Use of Australian Pilbara Blend Lump Ore in a Blast Furnace.” Revue de Métallurgie 107.5 (2010): 187-193. doi:10.1051/metal/2010021. Zuboff, S. In the Age of the Smart Machine: The Future of Work and Power. Heinemann Professional, 1988.

On 17 January 2013, Wired chose the smart contact lens as one of “7 Massive Ideas That Could Change the World” describing a Google-led research project. Wired explains that the inventor, Dr. Babak Parviz, wants to build a microsystem on a contact lens: “Using radios no wider than a few human hairs, he thinks these lenses can augment reality and incidentally eliminate the need for displays on phones, PCs, and widescreen TVs”. Explained further in other sources, the technology entails an antenna, circuits embedded into a contact lens, GPS, and an LED to project images on the eye, creating a virtual display (Solve for X). Wi-Fi would stream content through a transparent screen over the eye. One patent describes a camera embedded in the lens (Etherington). Another mentions medical sensing, such as glucose monitoring of tears (Goldman). In other words, Google proposes an imagined future when we use contact lenses to search the Internet (and be searched by it), shop online, communicate with friends, work, navigate maps, swipe through Tinder, monitor our health, watch television, and, by that time, probably engage in a host of activities not yet invented. Often referred to as a bionic contact, the smart contact lens would signal a weighty shift in the way we work, socialize, and frame our online identities. However, speculative discussion over this radical shift in personal computing, rarely if ever, includes consideration of how the body, acting as a host to digital information, will manage to assimilate not only significant affordances, but also significant constraints and vulnerabilities. At this point, for most people, the smart contact lens is just an idea. Is a new medium of communication started when it is launched in an advertising campaign? When we Like it on Facebook? If we chat about it during a party amongst friends? Or, do a critical mass of people actually have to be using it to say it has started? One might say that Apple’s Macintosh computer started as a media platform when the world heard about the famous 1984 television advertisement aired during the American NFL Super Bowl of that year. Directed by Ridley Scott, the ad entails an athlete running down a passageway and hurling a hammer at a massive screen depicting cold war style rulers expounding state propaganda. The screen explodes freeing those imprisoned from their concentration camp existence. The direct reference to Orwell’s 1984 serves as a metaphor for IBM in 1984. PC users were made analogous to political prisoners and IBM served to represent the totalitarian government. The Mac became a something that, at the time, challenged IBM, and suggested an alternative use for the desktop computer that had previously been relegated for work rather than life. Not everyone bought a Mac, but the polemical ad fostered the idea that Mac was certainly the start of new expectations, civic identities, value-systems, and personal uses for computers. The smart contact lens is another startling start. News of it shocks us, initiates social media clicks and forwards, and instigates dialogue. But, it also indicates the start of a new media paradigm that is already undergoing popular adoption as it is announced in mainstream news and circulated algorithmically across media channels. Since 2008, news outlets like CNN, The New York Times, The Globe and Mail, Asian International News, United News of India, The Times of London and The Washington Post have carried it, feeding the buzz in circulation that Google intends. Attached to the wave of current popular interest generated around any technology claiming to be “wearable,” a smart contact lens also seems surreptitious. We would no longer hold smartphones, but hide all of that digital functionality beneath our eyelids. Its emergence reveals the way commercial models have dramatically changed. The smart contact lens is a futuristic invention imagined for us and about us, but also a sensationalized idea socializing us to a future that includes it. It is also a real device that Parviz (with Google) has been inventing, promoting, and patenting for commercial applications. All of these workings speak to a broader digital culture phenomenon. We argue that the smart contact lens discloses a process of nascent posthuman adaptation, launched in an era that celebrates wearable media as simultaneously astonishing and banal. More specifically, we adopt technology based on our adaptation to it within our personal, political, medial, social, and biological contexts, which also function in a state of flux. N. Katherine Hayles writes that “Contemporary technogenesis, like evolution in general, is not about progress ... rather, contemporary technogenesis is about adaptation, the fit between organisms and their environments, recognizing that both sides of the engagement (human and technologies) are undergoing coordinated transformations” (81). This article attends to the idea that in these early stages, symbolic acts of adaptation signal an emergent medium through rhetorical processes that society both draws from and contributes to. In terms of project scope, this article contributes a focused analysis to a much larger ongoing digital rhetoric project. For the larger project, we conducted a discourse analysis on a collection of international publications concerning Babak Parviz and the invention. We searched for and collected newspaper stories, news broadcasts, YouTube videos from various sources, academic journal publications, inventors’ conference presentations, and advertising, all published between January 2008 and May 2014, generating a corpus of more than 600 relevant artifacts. Shortly after this time, Dr. Parviz, a Professor at the University of Washington, left the secretive GoogleX lab and joined Amazon.com (Mac). For this article we focus specifically on the idea of beginnings or genesis and how digital spaces increasingly serve as the grounds for emergent digital cultural phenomena that are rarely recognized as starting points. We searched through the corpus to identify a few exemplary international mainstream news stories to foreground predominant tropes in support of the claim we make that smart contacts lenses are a startling idea. Content producers deliberately use astonishment as a persuasive device. We characterize the idea of a smart contact lens cast in rhetorical terms in order to reveal how its allure works as a process of adaptation. Rhetorician and philosopher, Kenneth Burke writes that “rhetorical language is inducement to action (or to attitude)” (42). A rhetorical approach is instrumental because it offers a model to explain how we deploy, often times, manipulative meaning as senders and receivers while negotiating highly complex constellations of resources and contexts. Burke’s rhetorical theory can show how messages influence and become influenced by powerful hierarchies in discourse that seem transparent or neutral, ones that seem to fade into the background of our consciousness. For this article, we also concentrate on rhetorical devices such as ethos and the inventor’s own appeals through different modes of communication. Ethos was originally proposed by Aristotle to identify speaker credibility as a persuasive tactic. Addressed by scholars of rhetoric for centuries, ethos has been reconfigured by many critical theorists (Burke; Baumlin Ethos; Hyde). Baumlin and Baumlin suggest that “ethos describes an audience’s projection of authority and trustworthiness onto the speaker ... ethos suggests that the ethical appeal to be a radically psychological event situated in the mental processes of the audience – as belonging as much to the audience as to the actual character of a speaker” (Psychology 99). Discussed in the next section, our impression of Parviz and his position as inventor plays a dramatic role in the surfacing of the smart contact lens. Digital Rhetoric is an “emerging scholarly discipline concerned with the interpretation of computer-generated media as objects of study” (Losh 48). In an era when machine-learning algorithms become the messengers for our messages, which have become commodity items operating across globalized, capitalist networks, digital rhetoric provides a stable model for our approach. It leads us to demonstrate how this emergent medium and invention, the smart contact lens, is born amid new digital genres of speculative communication circulated in the everyday forums we engage on a daily basis. Smart Contact Lenses, Sensationalism, and Identity One relevant site for exploration into how an invention gains ethos is through writing or video penned or produced by the inventor. An article authored by Parviz in 2009 discusses his invention and the technical advancements that need to be made before the smart contact lens could work. He opens the article using a fictional and sensationalized analogy to encourage the adoption of his invention: The human eye is a perceptual powerhouse. It can see millions of colors, adjust easily to shifting light conditions, and transmit information to the brain at a rate exceeding that of a high-speed Internet connection.But why stop there?In the Terminator movies, Arnold Schwarzenegger’s character sees the world with data superimposed on his visual field—virtual captions that enhance the cyborg’s scan of a scene. In stories by the science fiction author Vernor Vinge, characters rely on electronic contact lenses, rather than smartphones or brain implants, for seamless access to information that appears right before their eyes. Identity building is made to correlate with smart contact lenses in a manner that frames them as exciting. Coming to terms with them often involves casting us as superhumans, wielding abilities that we do not currently possess. One reason for embellishment is because we do not need digital displays on the eyes, so the motive to use them must always be geared to transcending our assumed present condition as humans and society members. Consequently, imagination is used to justify a shift in human identity along a future trajectory.This passage above also instantiates a transformation from humanist to posthumanist posturing (i.e. “the cyborg”) in order to incent the adoption of smart contact lenses. It begins with the bold declarative statement, “The human eye is a perceptual powerhouse,” which is a comforting claim about our seemingly human superiority. Indexing abstract humanist values, Parviz emphasizes skills we already possess, including seeing a plethora of colours, adjusting to light on the fly, and thinking fast, indeed faster than “a high-speed Internet connection”. However, the text goes on to summon the Terminator character and his optic feats from the franchise of films. Filmic cyborg characters fulfill the excitement that posthuman rhetoric often seems to demand, but there is more here than sensationalism. Parviz raises the issue of augmenting human vision using science fiction as his contextualizing vehicle because he lacks another way to imbricate the idea. Most interesting in this passage is the inventor’s query “But why stop there?” to yoke the two claims, one biological (i.e., “The human eye is a perceptual powerhouse”) and one fictional (i.e. Terminator, Vernor Vinge characters). The query suggests, Why stop with human superiority, we may as well progress to the next level and embrace a smart contact lens just as fictional cyborgs do. The non-threatening use of fiction makes the concept seem simultaneously exciting and banal, especially because the inventor follows with a clear description of the necessary scientific engineering in the rest of the article. This rhetorical act signifies the voice of a technoelite, a heavily-funded cohort responding to global capitalist imperatives armed with a team of technologists who can access technological advancements and imbue comments with an authority that may extend beyond their fields of expertise, such as communication studies, sociology, psychology, or medicine. The result is a powerful ethos. The idea behind the smart contact lens maintains a degree of respectability long before a public is invited to use it.Parviz exhumes much cultural baggage when he brings to life the Terminator character to pitch smart contact lenses. The Terminator series of films has established the “Arnold Schwarzenegger” character a cultural mainstay. Each new film reinvented him, but ultimately promoted him within a convincing dystopian future across the whole series: The Terminator (Cameron), Terminator 2: Judgment Day (Cameron), Terminator 3: Rise of the Machines (Mostow), Terminator Salvation (McG) and Terminator Genisys (Taylor) (which appeared in 2015 after Parviz’s article). Recently, several writers have addressed how cyborg characters figure significantly in our cultural psyche (Haraway, Bukatman; Leaver). Tama Leaver’s Artificial Culture explores the way popular, contemporary, cinematic, science fiction depictions of embodied Artificial Intelligence, such as the Terminator cyborgs, “can act as a matrix which, rather than separating or demarcating minds and bodies or humanity and the digital, reinforce the symbiotic connection between people, bodies, and technologies” (31). Pointing out the violent and ultimately technophobic motive of The Terminator films, Leaver reads across them to conclude nevertheless that science fiction “proves an extremely fertile context in which to address the significance of representations of Artificial Intelligence” (63).Posthumanism and TechnogenesisOne reason this invention enters the public’s consciousness is its announcement alongside a host of other technologies, which seem like parts of a whole. We argue that this constant grouping of technologies in the news is one process indicative of technogenesis. For example, City A.M., London’s largest free commuter daily newspaper, reports on the future of business technology as a hodgepodge of what ifs: As Facebook turns ten, and with Bill Gates stepping down as Microsoft chairman, it feels like something is drawing to an end. But if so, it is only the end of the technological revolution’s beginning ... Try to look ahead ten years from now and the future is dark. Not because it is bleak, but because the sheer profusion of potential is blinding. Smartphones are set to outnumber PCs within months. After just a few more years, there are likely to be 3bn in use across the planet. In ten years, who knows – wearables? smart contact lenses? implants? And that’s just the start. The Internet of Things is projected to be a $300bn (£183bn) industry by 2020. (Sidwell) This reporting is a common means to frame the commodification of technology in globalized business news that seeks circulation as much as it does readership. But as a text, it also posits how individuals frame the future and their participation with it (Pedersen). Smart contacts appear to move along this exciting, unstoppable trajectory where the “potential is blinding”. The motive is to excite and scare. However, simultaneously, the effect is predictable. We are quite accustomed to this march of innovations that appears everyday in the morning paper. We are asked to adapt rather than question, consequently, we never separate the parts from the whole (e.g., “wearables? smart contact lenses? Implants”) in order to look at them critically.In coming to terms with Cary Wolf’s definition of posthumanism, Greg Pollock writes that posthumanism is the questioning that goes on “when we can no longer rely on ‘the human’ as an autonomous, rational being who provides an Archimedean point for knowing about the world (in contrast to “humanism,” which uses such a figure to ground further claims)” (208). With similar intent, N. Katherine Hayles formulating the term technogenesis suggests that we are not really progressing to another level of autonomous human existence when we adopt media, we are in effect, adapting to media and media are also in a process of adapting to us. She writes: As digital media, including networked and programmable desktop stations, mobile devices, and other computational media embedded in the environment, become more pervasive, they push us in the direction of faster communication, more intense and varied information streams, more integration of humans and intelligent machines, and more interactions of language with code. These environmental changes have significant neurological consequences, many of which are now becoming evident in young people and to a lesser degree in almost everyone who interacts with digital media on a regular basis. (11) Following Hayles, three actions or traits characterize adaptation in a manner germane to the technogenesis of media like smart contact lenses. The first is “media embedded in the environment”. The trait of embedding technology in the form of sensors and chips into external spaces evokes the onset of The Internet of Things (IoT) foundations. Extensive data-gathering sensors, wireless technologies, mobile and wearable components integrated with the Internet, all contribute to the IoT. Emerging from cloud computing infrastructures and data models, The IoT, in its most extreme, involves a scenario whereby people, places, animals, and objects are given unique “embedded” identifiers so that they can embark on constant data transfer over a network. In a sense, the lenses are adapted artifacts responding to a world that expects ubiquitous networked access for both humans and machines. Smart contact lenses will essentially be attached to the user who must adapt to these dynamic and heavily mediated contexts.Following closely on the first, the second point Hayles makes is “integration of humans and intelligent machines”. The camera embedded in the smart contact lens, really an adapted smartphone camera, turns the eye itself into an image capture device. By incorporating them under the eyelids, smart contact lenses signify integration in complex ways. Human-machine amalgamation follows biological, cognitive, and social contexts. Third, Hayles points to “more interactions of language with code.” We assert that with smart contact lenses, code will eventually govern interaction between countless agents in accordance with other smart devices, such as: (1) exchanges of code between people and external nonhuman networks of actors through machine algorithms and massive amalgamations of big data distributed on the Internet;(2) exchanges of code amongst people, human social actors in direct communication with each other over social media; and (3) exchanges of coding and decoding between people and their own biological processes (e.g. monitoring breathing, consuming nutrients, translating brainwaves) and phenomenological (but no less material) practices (e.g., remembering, grieving, or celebrating). The allure of the smart contact lens is the quietly pressing proposition that communication models such as these will be radically transformed because they will have to be adapted to use with the human eye, as the method of input and output of information. Focusing on genetic engineering, Eugene Thacker fittingly defines biomedia as “entail[ing] the informatic recontextualization of biological components and processes, for ends that may be medical or nonmedical (economic, technical) and with effects that are as much cultural, social, and political as they are scientific” (123). He specifies, “biomedia are not computers that simply work on or manipulate biological compounds. Rather, the aim is to provide the right conditions, such that biological life is able to demonstrate or express itself in a particular way” (123). Smart contact lenses sit on the cusp of emergence as a biomedia device that will enable us to decode bodily processes in significant new ways. The bold, technical discourse that announces it however, has not yet begun to attend to the seemingly dramatic “cultural, social, and political” effects percolating under the surface. Through technogenesis, media acclimatizes rapidly to change without establishing a logic of the consequences, nor a design plan for emergence. Following from this, we should mention issues such as the intrusion of surveillance algorithms deployed by corporations, governments, and other hegemonic entities that this invention risks. If smart contact lenses are biomedia devices inspiring us to decode bodily processes and communicate that data for analysis, for ourselves, and others in our trust (e.g., doctors, family, friends), we also need to be wary of them. David Lyon warns: Surveillance has spilled out of its old nation-state containers to become a feature of everyday life, at work, at home, at play, on the move. So far from the single all-seeing eye of Big Brother, myriad agencies now trace and track mundane activities for a plethora of purposes. Abstract data, now including video, biometric, and genetic as well as computerized administrative files, are manipulated to produce profiles and risk categories in a liquid, networked system. The point is to plan, predict, and prevent by classifying and assessing those profiles and risks. (13) In simple terms, the smart contact lens might disclose the most intimate information we possess and leave us vulnerable to profiling, tracking, and theft. Irma van der Ploeg presupposed this predicament when she wrote: “The capacity of certain technologies to change the boundary, not just between what is public and private information but, on top of that, between what is inside and outside the human body, appears to leave our normative concepts wanting” (71). The smart contact lens, with its implied motive to encode and disclose internal bodily information, needs considerations on many levels. Conclusion The smart contact lens has made a digital beginning. We accept it through the mass consumption of the idea, which acts as a rhetorical motivator for media adoption, taking place long before the device materializes in the marketplace. This occurrence may also be a sign of our “posthuman predicament” (Braidotti). We have argued that the smart contact lens concept reveals our posthuman adaptation to media rather than our reasoned acceptance or agreement with it as a logical proposition. By the time we actually squabble over the price, express fears for our privacy, and buy them, smart contact lenses will long be part of our everyday culture. References Baumlin, James S., and Tita F. Baumlin. “On the Psychology of the Pisteis: Mapping the Terrains of Mind and Rhetoric.” Ethos: New Essays in Rhetorical and Critical Theory. Eds. James S. Baumlin and Tita F. Baumlin. Dallas: Southern Methodist University Press, 1994. 91-112. Baumlin, James S., and Tita F. Baumlin, eds. Ethos: New Essays in Rhetorical and Critical Theory. Dallas: Southern Methodist University Press, 1994. Bilton, Nick. “A Rose-Colored View May Come Standard.” The New York Times, 4 Apr. 2012. Braidotti, Rosi. The Posthuman. Cambridge: Polity, 2013. Bukatman, Scott. Terminal Identity: The Virtual Subject in Postmodern Science Fiction. Durham: Duke University Press, 1993. Burke, Kenneth. A Rhetoric of Motives. Berkeley: University of California Press, 1950. Cameron, James, dir. The Terminator. Orion Pictures, 1984. DVD. Cameron, James, dir. Terminator 2: Judgment Day. Artisan Home Entertainment, 2003. DVD. Etherington, Darrell. “Google Patents Tiny Cameras Embedded in Contact Lenses.” TechCrunch, 14 Apr. 2014. Goldman, David. “Google to Make Smart Contact Lenses.” CNN Money 17 Jan. 2014. Haraway, Donna. Simians, Cyborgs and Women: The Reinvention of Nature. London: Free Association Books, 1991. Hayles, N. Katherine. How We Think: Digital Media and Contemporary Technogenesis. Chicago: University of Chicago, 2012. Hyde, Michael. The Ethos of Rhetoric. Columbia: University of South Carolina Press, 2004. Leaver, Tama. Artificial Culture: Identity, Technology, and Bodies. New York: Routledge, 2012. Losh, Elizabeth. Virtualpolitik: An Electronic History of Government Media-Making in a Time of War, Scandal, Disaster, Miscommunication, and Mistakes. Boston: MIT Press. 2009. Lyon, David, ed. Surveillance as Social Sorting: Privacy, Risk and Digital Discrimination. New York: Routledge, 2003. Mac, Ryan. “Amazon Lures Google Glass Creator Following Phone Launch.” Forbes.com, 14 July 2014. McG, dir. Terminator Salvation. Warner Brothers, 2009. DVD. Mostow, Jonathan, dir. Terminator 3: Rise of the Machines. Warner Brothers, 2003. DVD. Parviz, Babak A. “Augmented Reality in a Contact Lens.” IEEE Spectrum, 1 Sep. 2009. Pedersen, Isabel. Ready to Wear: A Rhetoric of Wearable Computers and Reality-Shifting Media. Anderson, South Carolina: Parlor Press, 2013. Pollock, Greg. “What Is Posthumanism by Cary Wolfe (2009).” Rev. of What is Posthumanism?, by Cary Wolfe. Journal for Critical Animal Studies 9.1/2 (2011): 235-241. Sidwell, Marc. “The Long View: Bill Gates Is Gone and the Dot-com Era Is Over: It's Only the End of the Beginning.” City A.M., 7 Feb. 2014. “Solve for X: Babak Parviz on Building Microsystems on the Eye.” YouTube, 7 Feb. 2012. Taylor, Alan, dir. Terminator: Genisys. Paramount Pictures, 2015. DVD. Thacker, Eugene “Biomedia.” Critical Terms for Media Studies. Eds. W.J.T Mitchell and Mark Hansen, Chicago: Chicago Press, 2010. 117-130. Van der Ploeg, Irma. “Biometrics and the Body as Information.” Surveillance as Social Sorting: Privacy, Risk and Digital Discrimination. Ed. David Lyon. New York: Routledge, 2003. 57-73. Wired Staff. “7 Massive Ideas That Could Change the World.” Wired.com, 17 Jan. 2013.

The move from analog distribution to online digital delivery is common in the contemporary mediascape. Music is in the midst of an ipod driven paradigm shift (Levy), television and movie delivery is being reconfigured (Johnson), and newspaper and magazines are confronting the reality of the world wide web and what it means for business models and ideas of journalism (Beecher). In the midst of this change, the book publishing industry remains defiant. While embracing digital production technologies, the vast majority of book content is still delivered in material form, printed and shipped the old-fashioned way—despite the efforts of many technology companies over the last decade. Even the latest efforts from corporate giants such as Sony and Amazon (who appear to have solved many of the technical hurdles of electronic reading devices) have had little visible impact. The idea of electronic books, or e-books, remains the domain of geeky early adopters (“Have”). The reasons for this are manifold, but, arguably, a broader uptake of e-books has not occurred because cultural change is much more difficult than technological change and book readers have yet to be persuaded to change their cultural habits. Electronic reading devices have been around for as long as there have been computers with screens, but serious attempts to replicate the portability, readability, and convenience of a printed book have only been with us for a decade or so. The late 1990s saw the release of a number of e-book devices. In quick succession, the likes of the Rocket e-Book, the SoftBook and the Franklin eBookman all failed to catch on. Despite this lack of market penetration, software companies began to explore the possibilities—Microsoft’s Reader software competed with a similar product from Adobe, some publishers became content providers, and a niche market of consumers began reading e-books on personal digital assistants (PDAs). That niche was sufficient for e-reading communities and shopfronts to appear, with a reasonable range of titles becoming available for purchase to feed demand that was very much driven by early adopters. But the e-book market was and remains small. For most people, books are still regarded as printed paper objects, purchased from a bookstore, borrowed from a library, or bought online from companies like Amazon.com. More recently, the introduction of e-ink technologies (EPDs) (DeJean), which allow for screens with far more book-like resolution and contrast, has provided the impetus for a new generation of e-book devices. In combination with an expanded range of titles (and deals with major publishing houses to include current best-sellers), there has been renewed interest in the idea of e-books. Those who have used the current generation of e-ink devices are generally positive about the experience. Except for some sluggishness in “turning” pages, the screens appear crisp, clear and are not as tiring to read as older displays. There are a number of devices that have embraced the new screen technologies (mobileread) but most attention has been paid to three devices in particular—mainly because their manufacturers have tried to create an ecosystem that provides content for their reading devices in much the same way that Apple’s itunes store provides content for ipods. The Sony Portable Reader (Sonystyle) was the first electronic ink device to be produced by a mainstream consumers electronics company. Sony ties the Reader to its Connect store, which allows the purchase of book titles via a computer; titles are then downloaded to the Reader in the same way that an mp3 player is loaded with music. Sony’s most prominent competition in the marketplace is Amazon’s Kindle, which does not require users to have a computer. Instead, its key feature is a constant wireless connection to Amazon’s growing library of Kindle titles. This works in conjunction with US cellphone provider Sprint to allow the purchase of books via wireless downloads wherever the Sprint network exists. The system, which Amazon calls “whispernet,” is invisible to readers and the cost is incorporated into the price of books, so Kindle users never see a bill from Sprint (“Frequently”). Both the Sony Reader and the Amazon Kindle are available only in limited markets; Kindle’s reliance on a cellphone network means that its adoption internationally is dependent on Amazon establishing a relationship with a cellphone provider in each country of release. And because both devices are linked to e-bookstores, territorial rights issues with book publishers (who trade publishing rights for particular global territories in a colonial-era mode of operation that seems to ignore the reality of global information mobility (Thompson 74–77)) contribute to the restricted availability of both the Sony and Amazon products. The other mainstream device is the iRex Iliad, which is not constrained to a particular online bookstore and thus is available internationally. Its bookstore ecosystems are local relationships—with Dymocks in Australia, Borders in the UK, and other booksellers across Europe (iRex). All three devices use EPDs and share similar specifications for the actual reading of e-books. Some might argue that the lack of a search function in the Sony and the ability to write on pages in the Iliad are quite substantive differences, but overall the devices are distinguished by their availability and the accessibility of book titles. Those who have used the devices extensively are generally positive about the experience. Amazon’s Customer Reviews are full of positive comments, and the sense from many commentators is that the systems are a viable replacement for old-fashioned printed books (Marr). Despite the good reviews—which suggest that the technology is actually now good enough to compete with printed books—the e-book devices have failed to catch on. Amazon has been hesitant to state actual sales figures, leaving it to so-called analysts to guess with the most optimistic suggesting that only 30 to 50,000 have sold since launch in late 2007 (Sridharan). By comparison, a mid-list book title (in the US) would expect to sell a similar number of copies. The sales data for the Sony Portable Reader (which has been on the market for nearly two years) and the iRex iliad are also elusive (Slocum), suggesting that they have not meaningfully changed the landscape. Tellingly, despite the new devices, the e-book industry is still tiny. Although it is growing, the latest American data show that the e-book market has wholesale revenues of around $10 million per quarter (or around $40 million per year), which is dwarfed by the $35 billion in revenues regularly earned annually in the US printed book industry ("Book"). It’s clear that despite the technological advances, e-books have yet to cross the chasm from early adopter to mainstream usage (see IPDF). The reason for this is complex; there are issues of marketing and distribution that need to be considered, as well as continuing arguments about screen technologies, appropriate publishing models, and digital rights management. It is beyond the scope of this article to do justice to those issues. Suffice to say, the book industry is affected by the same debates over content that plague other media industries (Vershbow). But, arguably, the key reason for the minimal market impact is straightforward—technological change is relatively easy, but cultural change is much more difficult. The current generation of e-book devices might be technically very close to being a viable replacement for print on paper (and the next generation of devices will no doubt be even better), but there are bigger cultural hurdles to be overcome. For most people, the social practice of reading books (du Gay et al 10) is inextricably tied with printed objects and a print culture that is not yet commonly associated with “technology” (perhaps because books, as machines for reading (Young 160), have become an invisible technology (Norman 246)). E. Annie Proulx’s dismissive suggestion that “nobody is going to sit down and read a novel on a twitchy little screen. Ever” (1994) is commonly echoed when book buyers consider the digital alternative. Those thoughts only scratch the surface of a deeply embedded cultural practice. The centuries since Gutenberg’s printing press and the vast social and cultural changes that followed positioned print culture as the dominant cultural mode until relatively recently (Eisenstein; Ong). The emerging electronic media forms of the twentieth century displaced that dominance with many arguing that the print age was moved aside by first radio and television and now computers and the Internet (McLuhan; Postman). Indeed, there is a subtext in that line of thought, one that situates electronic media forms (particularly screen-based ones) as the antithesis of print and book culture. Current e-book reading devices attempt to minimise the need for cultural change by trying to replicate a print culture within an e-print culture. For the most part, they are designed to appeal to book readers as a replacement for printed books. But it will take more than a perfect electronic facsimile of print on paper to persuade readers to disengage with a print culture that incorporates bookshops, bookclubs, writing in the margins, touching and smelling the pages and covers, admiring the typesetting, showing off their bookshelves, and visibly identifying with their collections. The frequently made technical arguments (about flashing screens and reading in the bath (Randolph)) do not address the broader apprehension about a cultural experience that many readers do not wish to leave behind. It is in that context that booklovers appear particularly resistant to any shift from print to a screen-based format. One only has to engage in a discussion about e-books (or lurk on an online forum where one is happening) to appreciate how deeply embedded print culture is (Hepworth)—book readers have a historical attachment to the printed object and it is this embedded cultural resistance that is the biggest barrier for e-books to overcome. Although e-book devices in no way resemble television, print culture is still deeply suspicious of any screen-based media and arguments are often made that the book as a physical object is critical because “different types of media function differently, and even if the content is similar the form matters quite a lot” (Weber). Of course, many in the newspaper industry would argue that long-standing cultural habits can change very rapidly and the migration of eyeballs from newsprint to the Internet is a cautionary tale (see Auckland). That specific format shift saw cultural change driven by increased convenience and a perception of decreased cost. For those already connected to the Internet, reading newspapers online represented zero marginal cost, and the range of online offerings dwarfed that of the local newsagency. The advantage of immediacy and multimedia elements, and the possibility of immediate feedback, appeared sufficient to drive many away from print towards online newspapers.For a similar shift in the e-book realm, there must be similar incentives for readers. At the moment, the only advantages on offer are weightlessness (which only appeals to frequent travellers) and convenience via constant access to a heavenly library of titles (Young 150). Amazon’s Kindle bookshop can be accessed 24/7 from anywhere there is a Sprint network coverage (Nelson). However, even this advantage is not so clear-cut—there is a meagre range of available electronic titles compared to printed offerings. For example, Amazon claims 130,000 titles are currently available for Kindle and Sony has 50,000 for its Reader, figures that are dwarfed by Amazon’s own printed book range. Importantly, there is little apparent cost advantage to e-books. The price of electronic reading devices is significant, amounting to a few hundred dollars to which must be added the cost of e-books. The actual cost of those titles is also not as attractive as it might be. In an age where much digital content often appears to be free, consumers demand a significant price advantage for purchasing online. Although some e-book titles are priced more affordably than their printed counterparts, the cost of many seems strangely high given the lack of a physical object to print and ship. For example, Amazon Kindle titles might be cheaper than the print version, but the actual difference (after discounting) is not an order of magnitude, but of degree. For example, Randy Pausch’s bestselling The Last Lecture is available for $12.07 as a paperback or $9.99 as a Kindle edition (“Last”). For casual readers, the numbers make no sense—when the price of the reading device is included, the actual cost is prohibitive for those who only buy a few titles a year. At the moment, e-books only make sense for heavy readers for whom the additional cost of the reading device will be amortised over a large number of books in a reasonably short time. (A recent article in the Wall Street Journal suggested that the break-even point for the Kindle was the purchase of 61 books (Arends).) Unfortunately for the e-book industry, not is only is that particular market relatively small, it is the one least likely to shift from the embedded habits of print culture. Arguably, should e-books eventually offer a significant cost benefit for consumers, uptake would be more dramatic. However, in his study of cellphone cultures, Gerard Goggin argues against purely fiscal motivations, suggesting that cultural change is driven by other factors—in his example, new ways of communicating, connecting, and engaging (205–211). The few market segments where electronic books have succeeded are informative. For example, the market for printed encyclopedias has essentially disappeared. Most have reinvented themselves as CD-ROMs or DVD-ROMs and are sold for a fraction of the price. Although cost is undoubtedly a factor in their market success, added features such as multimedia, searchability, and immediacy via associated websites are compelling reasons driving the purchase of electronic encyclopedias over the printed versions. The contrast with the aforementioned e-book devices is apparent with encyclopedias moving away from their historical role in print culture. Electronic encyclopedias don’t try to replicate the older print forms. Rather they represent a dramatic shift of book content into an interactive audio-visual domain. They have experimented with new formats and reconfigured content for the new media forms—the publishers in question simply left print culture behind and embraced a newly emerging computer or multimedia culture. This step into another realm of social practices also happened in the academic realm, which is now deeply embedded in computer-based delivery of research and pedagogy. Not only are scholarly journals moving online (Thompson 320–325), but so too are scholarly books. For example, at the Macquarie University Library, there has been a dramatic increase in the number of electronic books in the collection. The library purchased 895 e-books in 2005 and 68,000 in 2007. During the same period, the number of printed books purchased remained relatively stable with about 16,000 bought annually (Macquarie University Library). The reasons for the dramatic increase in e-book purchases are manifold and not primarily driven by cost considerations. Not only does the library have limited space for physical storage, but Macquarie (like most other Universities) emphasises its e-learning environment. In that context, a single e-book allows multiple, geographically dispersed, simultaneous access, which better suits the flexibility demanded of the current generation of students. Significantly, these e-books require no electronic reading device beyond a standard computer with an internet connection. Users simply search for their required reading online and read it via their web browser—the library is operating in a pedagogical culture that assumes that staff and students have ready access to the necessary resources and are happy to read large amounts of text on a screen. Again, gestures towards print culture are minimal, and the e-books in question exist in a completely different distributed electronic environment. Another interesting example is that of mobile phone novels, or “keitai” fiction, popular in Japan. These novels typically consist of a few hundred pages, each of which contains about 500 Japanese characters. They are downloaded to (and read on) cellphones for about ten dollars apiece and can sell in the millions of copies (Katayama). There are many reasons why the keitai novel has achieved such popularity compared to the e-book approaches pursued in the West. The relatively low cost of wireless data in Japan, and the ubiquity of the cellphone are probably factors. But the presence of keitai culture—a set of cultural practices surrounding the mobile phone—suggests that the mobile novel springs not from a print culture, but from somewhere else. Indeed, keitai novels are written (often on the phones themselves) in a manner that lends itself to the constraints of highly portable devices with small screens, and provides new modes of engagement and communication. Their editors attribute the success of keitai novels to how well they fit into the lifestyle of their target demographic, and how they act as community nodes around which readers and writers interact (Hani). Although some will instinctively suggest that long-form narratives are doomed with such an approach, it is worthwhile remembering that, a decade ago, few considered reading long articles using a web browser and the appropriate response to computer-based media was to rewrite material to suit the screen (Nielsen). However, without really noticing the change, the Web became mainstream and users began reading everything on their computers, including much longer pieces of text. Apart from the examples cited, the wider book trade has largely approached e-books by trying to replicate print culture, albeit with an electronic reading device. Until there is a significant cost and convenience benefit for readers, this approach is unlikely to be widely successful. As indicated above, those segments of the market where e-books have succeeded are those whose social practices are driven by different cultural motivations. It may well be that the full-frontal approach attempted to date is doomed to failure, and e-books would achieve more widespread adoption if the book trade took a different approach. The Amazon Kindle has not yet persuaded bookloving readers to abandon print for screen in sufficient numbers to mark a seachange. Indeed, it is unlikely that any device positioned specifically as a book replacement will succeed. Instead of seeking to make an e-book culture a replacement for print culture, effectively placing the reading of books in a silo separated from other day-to-day activities, it might be better to situate e-books within a mobility culture, as part of the burgeoning range of social activities revolving around a connected, convergent mobile device. Reading should be understood as an activity that doesn’t begin with a particular device, but is done with whatever device is at hand. In much the same way that other media producers make content available for a number of platforms, book publishers should explore the potential of the new mobile devices. Over 45 million smartphones were sold globally in the first three months of 2008 (“Gartner”)—somewhat more than the estimated shipments of e-book reading devices. As well as allowing a range of communications possibilities, these convergent devices are emerging as key elements in the new digital mediascape—one that allows users access to a broad range of media products via a single pocket-sized device. Each of those smartphones makes a perfectly adequate e-book reading device, and it might be useful to pursue a strategy that embeds book reading as one of the key possibilities of this growing mobility culture. The casual gaming market serves as an interesting example. While hardcore gamers cling to their games PCs and consoles, a burgeoning alternative games market has emerged, with a different demographic purchasing less technically challenging games for more informal gaming encounters. This market has slowly shifted to convergent mobile devices, exemplified by Sega’s success in selling 300,000 copies of Super Monkey Ball within 20 days of its release for Apple’s iphone (“Super”). Casual gamers do not necessarily go on to become hardcore games, but they are gamers nonetheless—and today’s casual games (like the aforementioned Super Monkey Ball) are yesterday’s hardcore games of choice. It might be the same for reading. The availability of e-books on mobile platforms may not result in more people embracing longer-form literature. But it will increase the number of people actually reading, and, just as casual gaming has attracted a female demographic (Wallace 8), the instant availability of appropriate reading material might sway some of those men who appear to be reluctant readers (McEwan). Rather than focus on printed books, and book-like reading devices, the industry should re-position e-books as an easily accessible content choice in a digitally converged media environment. This is more a cultural shift than a technological one—for publishers and readers alike. Situating e-books in such a way may alienate a segment of the bookloving community, but such readers are unlikely to respond to anything other than print on paper. Indeed, it may encourage a whole new demographic—unafraid of the flickering screen—to engage with the manifold attractions of “books.” References Arends, Brett. “Can Amazon’s Kindle Save You Money?” The Wall St Journal 24 June 2008. 25 June 2008 ‹http://online.wsj.com/article/SB121431458215899767.html? mod=rss_whats_news_technology>. Auckland, Steve. “The Future of Newspapers.” The Independent 13 Nov. 2008. 24 June 2008 ‹http://news.independent.co.uk/media/article1963543.ece>. Beecher, Eric. “War of Words.” The Monthly, June 2007: 22–26. 25 June 2008 . “Book Industry Trends 2006 Shows Publishers’ Net Revenues at $34.59 Billion for 2005.” Book Industry Study Group. 22 May 2006 ‹http://www.bisg.org/news/press.php?pressid=35>. DeJean, David, “The Future of e-paper: The Kindle is Only the Beginning.” Computerworld 6 June 2008. 12 June 2008 ‹http://www.computerworld.com/action/article .do?command=viewArticleBasic&articleId=9091118>. du Gay, Paul, Stuart Hall, Linda Janes, Hugh Mackay, and Keith Negus. Doing Cultural Studies: The Story of the Sony Walkman. Thousand Oaks: Sage, 1997. Eisenstein, Elizabeth. The Printing Press as an Agent of Change. Cambridge: Cambridge UP, 1997. “Frequently Asked Questions about Amazon Kindle.” Amazon.com. 12 June 2008 ‹http://www.amazon.com/gp/help/customer/display.html?nodeId=200127480&#whispernet>. “Gartner Says Worldwide Smartphone Sales Grew 29 Percent in First Quarter 2008.” Gartner. 6 June 2008. 20 June 2008 ‹http://www.gartner.com/it/page.jsp?id=688116>. Goggin, Gerard. Cell Phone Cultures. London: Routledge, 2006. Hani, Yoko. “Cellphone Bards Make Bestseller Lists.” Japan Times Online Sep. 2007. 20 June 2008 ‹http://search.japantimes.co.jp/cgi-bin/fl20070923x4.html>. “Have you Changed your mind on Ebook Readers?” Slashdot. 25 June 2008 ‹http://ask.slashdot.org/article.pl?sid=08/05/08/2317250>. Hepworth, David. “The Future of Reading or the Sinclair C5.” The Word 17 June 2008. 20 June 2008 ‹http://www.wordmagazine.co.uk/content/future-reading-or-sinclair-c5>. IPDF (International Digital Publishing Forum) Industry Statistics. 24 June 2008 ‹http://www.openebook.org/doc_library/industrystats.htm>. iRex Technologies Press. 12 June 2008 ‹http://www.irextechnologies.com/about/press>. Johnson, Bobbie. “Vince Cerf, AKA the Godfather of the Net, Predicts the End of TV as We Know It.” The Guardian 27 Aug. 2008. 24 June 2008 ‹http://www.guardian.co.uk/technology/2007/aug/27/news.google>. Katayama, Lisa. “Big Books Hit Japan’s Tiny Phones.” Wired Jan. 2007. 24 June 2008 ‹http://www.wired.com/culture/lifestyle/news/2007/01/72329>. “The Last Lecture.” Amazon.com. 24 June 2008 ‹http://www.amazon.com/gp/product/1401323251/ref=amb_link_3359852_2? pf_rd_m=ATVPDKIKX0DER&pf_rd_s=right-1&pf_rd_r=07NDSWAK6D4HT181CNXD &pf_rd_t=101&pf_rd_p=385880801&pf_rd_i=549028>.Levy, Steven. The Perfect Thing. London:Ebury Press, 2006. Macquarie University Library Annual Report 2007. 24 June 2008 ‹http://senate.mq.edu.au/ltagenda/0308/library_report%202007.doc>. Marr, Andrew. “Curling Up with a Good EBook.” The Guardian 11 May 2007. 23 May 2007 ‹http://technology.guardian.co.uk/news/story/0,,2077278,00.html>. McEwan, Ian. “Hello, Would you Like a Free Book?” The Guardian 20 Sep. 2005. 28 June 2008 ‹http://www.guardian.co.uk/books/2005/sep/20/fiction.features11>. McLuhan, Marshall. The Gutenberg Galaxy. Toronto: U of Toronto P, 1962. Mobileread. E-book Reader Matrix, Mobileread Wiki. 30 May 2008 ‹http://wiki.mobileread.com/wiki/E-book_Reader_Matrix>. Nelson, Sara. “Warming to Kindle.” Publishers Weekly 10 Dec. 2007. 31 Jan. 2008 ‹http://www.publishersweekly.com/article/CA6510861.htm.html>. Nielsen, Jakob. “Concise, Scannable and Objective, How to Write for the Web.” 1997. ‹20 June 2008 ‹http://www.useit.com/papers/webwriting/writing.html>. Norman, Don. The Invisible Computer: Why Good Products Can Fail. Cambridge, MA: MIT P, 1998. Ong, Walter. Orality & Literacy: The Technologizing of the Word. New York: Methuen, 1988. Postman, Neil. Amusing Ourselves to Death. New York: Penguin, 1986. Proulx, E. Annie. “Books on Top.” The New York Times 26 May 1994. 28 June 2008 ‹http://www.nytimes.com/books/99/05/23/specials/proulx-top.html>. Randolph, Eleanor. “Reading into the Future.” The New York Times 18 June 2008. 19 June 2008 ‹http://www.nytimes.com/2008/06/18/opinion/18wed3.html?>. Slocum, Mac. “The Pitfalls of Publishing’s E-Reader Guessing Game.” O’Reilly TOC. June 2006. 24 June 2008 ‹http://toc.oreilly.com/2008/06/the-pitfalls-of-publishings-er.html>. Sridharan, Vasanth. “Goldman: Amazon Sold up to 50,000 Kindles in Q1.” Silicon Alley Insider 19 May 2008. 25 June 2008 ‹http://www.alleyinsider.com/2008/5/how_many_kindles_sold_last_quarter_>. “Super Monkey Ball iPhone's Super Sales.” Edge OnLine. 24 Aug. 2008 ‹http://www.edge-online.com/news/super-monkey-ball-iphones-super-sales>. Thompson, John B. Books in the Digital Age. London: Polity, 2005. Vershbow, Ben. “Self Destructing Books.” if:book. May 2005. 4 Oct. 2006 ‹http://www.futureofthebook.org/blog/archives/2005/05/selfdestructing_books.html>. Wallace, Margaret, and Brian Robbins. 2006 Casual Games White Paper. IDGA. 24 Aug. 2008 ‹http://www.igda.org/casual/IGDA_CasualGames_Whitepaper_2006.pdf>. Weber, Jonathan. “Why Books Resist the Rise of Novel Technologies.” The Times Online 23 May 2006. 25 June 2008 ‹http://entertainment.timesonline.co.uk/tol/arts_and_entertainment/books/article724510.ece> Young, Sherman. The Book is Dead, Long Live the Book. Sydney: UNSW P, 2007.