Journal articles on the topic 'David Paul Helpern (Firm)'

Abstract Microbiota, Neutrophil Development, and Sickle Cell Disease Pathogenesis Paul S. Frenette RuthL. and David S. Gottesman Institute for Stem Cell and Regenerative Medicine Research, Albert Einstein College of Medicine, New York, USA Real-time intravital microscopy analyses in humanized models of sickle cell disease (SCD) have uncovered a critical role for neutrophils in mediating vaso-occlusive episodes. Peripheral blood neutrophils are recruited in inflamed venules via the interactions of the selectin adhesion molecules (E- and P-selectin) with their ligands. These molecules mediate neutrophil rolling on the vessel wall allowing interactions with chemokines and integrins which lead to firm leukocyte adhesion. Firmly adherent neutrophils are functionally heterogenous. For example, only a subset of adherent neutrophils is capable of capturing free-flowing red blood cells (RBCs). The interactions between RBCs and adherent neutrophils lead to reductions of blood flow and promote vaso-occlusion. Recent studies show that neutrophil heterogeneity is dictated at least in part by the leukocyte's age. Older neutrophils that have spent more time in the circulation exhibit increased pro-inflammatory properties (e.g. adhesion, neutrophil extracellular trap formation, capacity to capture RBCs). The aging of neutrophils is regulated by the microbiota in that it is delayed in mice treated with broad-spectrum antibiotics. Wild-type mice kept in the germfree environment show lower aged neutrophil counts. SCD children (<5 years old) taking prophylactic Penicillin V have lower aged neutrophil counts than those off Penicillin V. Antibiotics also reduce chronic organ damage in SCD mice. Psychogenic stress is often reported by SCD patients as a trigger for vaso-occlusive episodes. We have recently tested the mechanisms of psychogenic stress on SCD vaso-occlusion and will present unpublished data linking signals from the brain regulating gut microbiota, hematopoiesis, and the innate immune response. Disclosures Frenette: Cygnal Therapeutics: Equity Ownership; GlaxoSmithKline: Consultancy, Research Funding; Ironwood Pharmaceuticals: Research Funding; Pfizer: Consultancy; Magenta Therapeutics: Consultancy.

Financial information is one of the important information in decision making. However, many cases of fraud committed by management so that the information in the financial statements cannot be relied upon in decision making. Therefore, the auditor's job is to ensure that the company's financial statements are represented correctly (faithful representation) so that financial statement information becomes more quality and useful in making decisions. So this study aims to examine the effect of audit fee on audit quality. In addition, this study also examines important determinants of audit costs, namely company size, profitability, audit risk, complexity, and firm size. By using the purposive sampling method, samples of the financial and manufacturing industry in 2010-2017 used are 39 firms per year. This sample is used to examine the effect of audit fee on audit quality and the determinant of audit fee using simple linear regression analysis and multiple linear regression analysis. The result of this research shows that audit fees have a significant positive effect on audit quality. In addition, this study shows that firm size, complexity, and firm size are important determinants that determine audit fee. However, profitability and audit risk have not been proven to explain audit fees. Keywords: Audit Quality, Audit Fee, Firm Size, Profitability, Audit Risk, Complexity, Auditor Size Referencens: Al-Harshani, Meshari O. (2008), The pricing of audit services: Evidence from Kuwait. Managerial Auditing Journal, 23(7), 685–696. Al-Thuneibat, Ali. Abedalqader, Ream Tawfiq Ibrahim Al Issa, & Rana Ahmad Ata Baker, (2011), Do audit tenure and firm size contribute to audit quality? Empirical evidence from Jordan. Managerial Auditing Journal, 26(4), 317–334. Arens, Alvin A., Randal J. Elder,. Mark S. Beasley (2014), Auditing and Assurance Services: An Integrated Approach. United States: Pearson Education, Inc. Association of Certified Fraud Examiners (2018), Report to the Nations: 2018 Global Study on Occupational Fraud and Abuse, United States: ACFE. Bhandari, L. C. (1988), Debt/Equity Ratio and Expected Common Stock Returns : Empirical Evidence. The Journal of Finance, 43(2), 507–528. Bowerman, Bruce L., Richard T. O'Connell, Emily S. Murphree (2017), Business Statistics in Practice, Eighth Edition, New York: McGraw Hill Education. Brealey, Richard A., Myers, Stewart C. (2000), Principles of Corporate Finance, Boston: McGraw Hill Companies, Inc. Carey, P. J. (2008), The Benefits of Services Provided by External Accountants to Small and Medium Sized Enterprises. Carey, P., & Simnett, R. (2006), Audit partner tenure and audit quality. Accounting Review, 81(3), 653–676. Castro, Walther Bottaro de Lima, Ivam Ricardo Peleias, & Glauco Peres da Silva (2015), Determinants of Audit Fees: A Study in the Companies Listed on the BM&FBOVESPA, Brasil. Revista Contabilidade & Finanças, 26(69), 261–273. Chen, C. (2008), Audit Partner Tenure , Audit Firm Tenure , and Discretionary Accruals : Does Long Auditor Tenure Impair Earnings Quality ?, 25(2), 415–445. Cooper, D. R., & Schindler, P. S. (2014), Business Research Methods (Twelfth Edition). New York: McGraw-Hill/Irwin. DeAngelo, L. E. (1981), Auditor size and audit quality. Journal of Accounting and Economics, 3(3), 183–199. Dechow, Patricia. M., Richard. G. Sloan, & Amy P. Sweeney (1995), Detecting Earnings Management. The Accounting Review. DeFond, M., & Zhang, J. (2014), A review of archival auditing research. Journal of Accounting and Economics, 58(2–3), 275–326. Deis, Donald R., & Gary Giroux (1996), The effect of auditor changes on audit fees, audit hours, and audit quality. Journal of Accounting and Public Policy, 15(1), 55–76. Eilifsen, Aasmund, Jr William F Messier, Steven M Glover, Douglas F Prawitt (2014), Auditing & Assurance Services, Third Edition, London: McGraw-Hill. Ettredge, Michael., Elizabeth Emeigh Fuerherm, & Chan Li (2014), Fee pressure and audit quality. Accounting, Organizations and Society, 39(4), 247–263. Ferri, Michael G., & Wesley H. Jones (1979), Determinants of financial structure: a new methodological approach. The Journal of Finance, 34(3), 631–643. Francis, Jere. R. (2011), A Framework For Understanding And Researching Audit Quality. Auditing, 30(2), 125–152. Ghozali, H. Imam (2016), Aplikasi Analisis Multivariete dengan Program IBM SPSS 23, Edisi ke-8, Semarang: Badan Penerbit Universitas Diponegoro. Gitman, Lawrence J., Chad J. Zutter (2012), Principles Of Managerial Finance (Thirteenth). United States: Lawrence J. Gitman. Hoitash, Rani., Ariel Markelevich, & Charles A. Barragato (2007), Auditor fees and audit quality. Managerial Auditing Journal, 22(8), 761–786. Horngren, Charles T., L. Sundem, John A. Elliott (1999), Introduction to Financial Accounting, Seventh Edition, New Jersey: Prentice-Hall,Inc. Ikatan Akuntansi Indonesia (2017), Standar Akuntansi Keuangan (SAK), Jakarta: IAI International Accounting Standard Board (2018), The Conceptual Framework for Financial Reporting 2018. London : IASB. Jan, Chyan Long (2018), An effective financial statements fraud detection model for the sustainable development of financial markets: Evidence from Taiwan. Sustainability (Switzerland), 10(2). Jensen, Michael C., & William H. Meckling (1976), Theory Of The Firm : Managerial Behavior , Agency Costs And Ownership Structure, 3, 305–360. Joshi, P. L., & Hasan AL-bastaki (2000), Determinants of Audit Fees : Evidence from the Companies Listed in Bahrain, 138(November 1999), 129–138. Jubb. (1996), Audit fee determinants: The plural nature of risk. Managerial Auditing Journal, 11(3), 25–40. Kieso, Donald E., Jerry J. Weygandt, & Paul D. Kimmel (2013), Financial Accounting IFRS Edition. United States: John Wiley & Sons, Inc. Kieso, Donald E, Jerry J Weygandt, Terry D Warfield (2018), Intermediate Accounting: IFRS Edition Third Edition, United States: John Willey & Sons, Inc. Kikhia, Hassan Yahia (2014), Determinants of Audit Fees: Evidence from Jordan. Accounting and Finance Research, 4(1), 42–53. Knechel, Robert W., & Ann Vanstraelen (2007), The Relationship between Auditor Tenure and Audit Quality Implied by Going Concern Opinions. AUDITING: A Journal of Practice & Theory, 26(May), 113–131. Knechel, W. Robert, Gopal V. Krishnan, Mikhail Pevzner, Lori B Shefchik, & Uma K. Velury (2013), Audit quality: Insights from the academic literature. Auditing, 32(SUPPL.1), 385–421. Konrath, Larry F. (2002), Auditing A Risk Analysis Approach, Fifth Edition, South Western. Kusharyanti (2013), Analysis of the Factors Determining the Audit Fee. Journal of Economics, Business, and Accountancy | Ventura, 16(1), 147–160. Lennox, C. (1999), Are large auditors more accurate than small auditors? 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Rahman, Dr Onaolapo Adekunle Abdul, Ajulo Olajide Benjamin, Onifade Hakeem Olayinka (2017), Effect of Audit Fees on Audit Quality: Evidence from Cement Manufacturing Companies in Nigeria. Effect of Audit Fees on Audit Quality: Evidence from Cement Manufacturing Companies in Nigeria., 5(1), 6–17. Rahmina, Listya Yuniastuti, & Sukrisno Agoes (2015), Influence of Auditor Independence, Audit Tenure, and Audit Fee on Audit Quality of Members of Capital Market Accountant Forum in Indonesia. Procedia - Social and Behavioral Sciences, 164(August), 324–331. Republik Indonesia (2008), Undang-Undang Republik Indonesia Nomor 20 tahun 2008 Tentang Usaha Mikro, Kecil, Dan Menengah. Sandra, & Patrick. (1996), The Deteminants of Audit Fees in HongKong: An Empirical Study. Asian Review of Accounting, 4(2), 32–50. Scott, William R (2015), Financial Accounting Theory, Seventh Edition, United States: Pearson Canada Inc. Shibano, T. (1990), Assessing Audit Risk from Errors and Irregularities. 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Despite numerous critics describing him as an auteur (i.e. a film-maker who ‘does’ everything and fulfils every production role [Bordwell and Thompson 37] and/or with a signature “world-view” detectable in his/her work [Caughie 10]), Rolf de Heer appears to have declined primary authorship of Dance Me to My Song (1997), his seventh in an oeuvre of twelve feature films. Indeed, the opening credits do not mention his name at all: it is only with the closing credits that the audience learns de Heer has directed the film. Rather, as the film commences, the viewer is informed by the titles that it is “A film by Heather Rose”, thus suggesting that the work is her singular creation. Direct and uncompromising, with its unflattering shots of the lead actor and writer (Heather Rose Slattery, a young woman born with cerebral palsy), the film may be read as a courageous self-portrait which finds the grace, humanity and humour trapped inside Rose’s twisted body. Alternatively, it may be read as yet another example of de Heer’s signature interest in foregrounding a world view which gives voice to marginalised characters such as the disabled or the disadvantaged. For example, the developmentally retarded eponyme of Bad Boy Bubby (1993) is eventually able to make art as a singer in a band and succeeds in creating a happy family with a wife and two kids. The ‘mute’ girl in The Quiet Room (1996) makes herself heard by her squabbling parents through her persistent activism. In Ten Canoes (2006) the Indigenous Australians cast themselves according to kinship ties, not according to the director’s choosing, and tell their story in their own uncolonised language. A cursory glance at the films of Rolf de Heer suggests he is overtly interested in conveying to the audience the often overlooked agency of his unlikely protagonists. In the ultra-competitive world of professional film-making it is rare to see primary authorship ceded by a director so generously. However, the allocation of authorship to a member of a marginalized population re-invigorates questions prompted by Andy Medhurst regarding a film’s “authorship test” (198) and its relationship to a subaltern community wherein he writes that “a biographical approach has more political justification if the project being undertaken is one concerned with the cultural history of a marginalized group” (202-3). Just as films by gay authors about gay characters may have greater credibility, as Medhurst posits, one might wonder would a film by a person with a disability about a character with the same disability be better received? Enabling authorship by an unknown, crippled woman such as Rose rather than a famous, able-bodied male such as de Heer may be cynically regarded as good (show) business in that it is politically correct. This essay therefore asks if the appellation “A film by Heather Rose” is appropriate for Dance Me to My Song. Whose agency in telling the story (or ‘doing’ the film-making), the able bodied Rolf de Heer or the disabled Heather Rose, is reflected in this cinematic production? In other words, whose voice is enabled when an audience receives this film? In attempting to answer these questions it is inevitable that Paul Darke’s concept of the “normality drama” (181) is referred to and questioned, as I argue that Dance Me to My Song makes groundbreaking departures from the conventions of the typical disability narrative. Heather Rose as Auteur Rose plays the film’s heroine, Julia, who like herself has cerebral palsy, a group of non-progressive, chronic disorders resulting from changes produced in the brain during the prenatal stages of life. Although severely affected physically, Rose suffered no intellectual impairment and had acted in Rolf de Heer’s cult hit Bad Boy Bubby five years before, a confidence-building experience that grew into an ongoing fascination with the filmmaking process. Subsequently, working with co-writer Frederick Stahl, she devised the scenario for this film, writing the lead role for herself and then proactively bringing it to de Heer’s attention. Rose wrote of de Heer’s deliberate lack of involvement in the script-writing process: “Rolf didn’t even want to read what we’d done so far, saying he didn’t want to interfere with our process” (de Heer, “Production Notes”). In 2002, aged 36, Rose died and Stahl reports in her obituary an excerpt from her diary: People see me as a person who has to be controlled. But let me tell you something, people. I am not! And I am going to make something real special of my life! I am going to go out there and grab life with both hands!!! I am going to make the most sexy and honest film about disability that has ever been made!! (Stahl, “Standing Room Only”) This proclamation of her ability and ambition in screen-writing is indicative of Rose’s desire to do. In a guest lecture Rose gave further insights into the active intent in writing Dance Me to My Song: I wanted to create a screenplay, but not just another soppy disability film, I wanted to make a hot sexy film, which showed the real world … The message I wanted to convey to an audience was “As people with disabilities, we have the same feelings and desires as others”. (Rose, “ISAAC 2000 Conference Presentation”) Rose went on to explain her strategy for winning over director de Heer: “Rolf was not sure about committing to the movie; I had to pester him really. I decided to invite him to my birthday party. It took a few drinks, but I got him to agree to be the director” (ibid) and with this revelation of her tactical approach her film-making agency is further evidenced. Rose’s proactive innovation is not just evident in her successfully approaching de Heer. Her screenplay serves as a radical exception to films featuring disabled persons, which, according to Paul Darke in 1998, typically involve the disabled protagonist struggling to triumph over the limitations imposed by their disability in their ‘admirable’ attempts to normalize. Such normality dramas are usually characterized by two generic themes: first, that the state of abnormality is nothing other than tragic because of its medical implications; and, second, that the struggle for normality, or some semblance of it in normalization – as represented in the film by the other characters – is unquestionably right owing to its axiomatic supremacy. (187) Darke argues that the so-called normality drama is “unambiguously a negation of ascribing any real social or individual value to the impaired or abnormal” (196), and that such dramas function to reinforce the able-bodied audience’s self image of normality and the notion of the disabled as the inferior Other. Able-bodied characters are typically portrayed positively in the normality drama: “A normality as represented in the decency and support of those characters who exist around, and for, the impaired central character. Thus many of the disabled characters in such narratives are bitter, frustrated and unfulfilled and either antisocial or asocial” (193). Darke then identifies The Elephant Man (David Lynch, 1980) and Born on the Fourth of July (Oliver Stone, 1989) as archetypal films of this genre. Even in films in which seemingly positive images of the disabled are featured, the protagonist is still to be regarded as the abnormal Other, because in comparison to the other characters within that narrative the impaired character is still a comparatively second-class citizen in the world of the film. My Left Foot is, as always, a prime example: Christy Brown may well be a writer, relatively wealthy and happy, but he is not seen as sexual in any way (194). However, Dance Me to My Song defies such generic restrictions: Julia’s temperament is upbeat and cheerful and her disability, rather than appearing tragic, is made to look healthy, not “second class”, in comparison with her physically attractive, able-bodied but deeply unhappy carer, Madelaine (Joey Kennedy). Within the first few minutes of the film we see Madelaine dissatisfied as she stands, inspecting her healthy, toned and naked body in the bathroom mirror, contrasted with vision of Julia’s twisted form, prostrate, pale and naked on the bed. Yet, in due course, it is the able-bodied girl who is shown to be insecure and lacking in character. Madelaine steals Julia’s money and calls her “spastic”. Foul-mouthed and short-tempered, Madelaine perversely positions Julia in her wheelchair to force her to watch as she has perfunctory sex with her latest boyfriend. Madelaine even masquerades as Julia, commandeering her voice synthesizer to give a fraudulently positive account of her on-the-job performance to the employment agency she works for. Madelaine’s “axiomatic supremacy” is thoroughly undermined and in the most striking contrast to the typical normality drama, Julia is unashamedly sexual: she is no Christy Brown. The affective juxtaposition of these two different personalities stems from the internal nature of Madelaine’s problems compared to the external nature of Julia’s problems. Madelaine has an emotional disability rather than a physical disability and several scenes in the film show her reduced to helpless tears. Then one day when Madelaine has left her to her own devices, Julia defiantly wheels herself outside and bumps into - almost literally - handsome, able-bodied Eddie (John Brumpton). Cheerfully determined, Julia wins him over and a lasting friendship is formed. Having seen the joy that sex brings to Madelaine, Julia also wants carnal fulfilment so she telephones Eddie and arranges a date. When Eddie arrives, he reads the text on her voice machine’s screen containing the title line to the film ‘Dance me to my song’ and they share a tender moment. Eddie’s gentleness as he dances Julia to her song (“Kizugu” written by Bernard Huber and John Laidler, as performed by Okapi Guitars) is simultaneously contrasted with the near-date-rapes Madelaine endures in her casual relationships. The conflict between Madeline and Julia is such that it prompts Albert Moran and Errol Vieth to categorize the film as “women’s melodrama”: Dance Me to My Song clearly belongs to the genre of the romance. However, it is also important to recognize it under the mantle of the women’s melodrama … because it has to do with a woman’s feelings and suffering, not so much because of the flow of circumstance but rather because of the wickedness and malevolence of another woman who is her enemy and rival. (198-9) Melodrama is a genre that frequently resorts to depicting disability in which a person condemned by society as disabled struggles to succeed in love: some prime examples include An Affair to Remember (Leo McCarey, 1957) involving a paraplegic woman, and The Piano (Jane Campion, 1993) in which a strong-spirited but mute woman achieves love. The more conventional Hollywood romances typically involve attractive, able-bodied characters. In Dance Me to My Song the melodramatic conflict between the two remarkably different women at first seems dominated by Madelaine, who states: “I know I’m good looking, good in bed ... better off than you, you poor thing” in a stream-of-consciousness delivery in which Julia is constructed as listener rather than converser. Julia is further reduced to the status of sub-human as Madelaine says: “I wish you could eat like a normal person instead of a bloody animal” and her erstwhile boyfriend Trevor says: “She looks like a fuckin’ insect.” Even the benevolent Eddie says: “I don’t like leaving you alone but I guess you’re used to it.” To this the defiant Julia replies; “Please don’t talk about me in front of me like I’m an animal or not there at all.” Eddie is suitably chastised and when he treats her to an over-priced ice-cream the shop assistant says “Poor little thing … She’ll enjoy this, won’t she?” Julia smiles, types the words “Fuck me!”, and promptly drops the ice-cream on the floor. Eddie laughs supportively. “I’ll just get her another one,” says the flustered shop assistant, “and then get her out of here, please!” With striking eloquence, Julia wheels herself out of the shop, her voice machine announcing “Fuck me, fuck me, fuck me, fuck me, fuck me”, as she departs exultantly. With this bold statement of independence and defiance in the face of patronising condescension, the audience sees Rose’s burgeoning strength of character and agency reflected in the onscreen character she has created. Dance Me to My Song and the films mentioned above are, however, rare exceptions in the many that dare represent disability on the screen at all, compliant as the majority are with Darke’s expectations of the normality drama. Significantly, the usual medical-model nexus in many normality films is ignored in Rose’s screenplay: no medication, hospitals or white laboratory coats are to be seen in Julia’s world. Finally, as I have described elsewhere, Julia is shown joyfully dancing in her wheelchair with Eddie while Madelaine proves her physical inferiority with a ‘dance’ of frustration around her broken-down car (see Starrs, "Dance"). In Rose’s authorial vision, audience’s expectations of yet another film of the normality drama genre are subverted as the disabled protagonist proves superior to her ‘normal’ adversary in their melodramatic rivalry for the sexual favours of an able-bodied love-interest. Rolf de Heer as Auteur De Heer does not like to dwell on the topic of auteurism: in an interview in 2007 he somewhat impatiently states: I don’t go in much for that sort of analysis that in the end is terminology. … Look, I write the damn things, and direct them, and I don’t completely produce them anymore – there are other people. If that makes me an auteur in other people’s terminologies, then fine. (Starrs, "Sounds" 20) De Heer has been described as a “remarkably non-egotistical filmmaker” (Davis “Working together”) which is possibly why he handed ownership of this film to Rose. Of the writer/actor who plied him with drink so he would agree to back her script, de Heer states: It is impossible to overstate the courage of the performance that you see on the screen. … Heather somehow found the means to respond on cue, to maintain the concentration, to move in the desired direction, all the myriad of acting fundamentals that we take for granted as normal things to do in our normal lives. (“Production NHotes”) De Heer’s willingness to shift authorship from director to writer/actor is representative of this film’s groundbreaking promotion of the potential for agency within disability. Rather than being passive and suffering, Rose is able to ‘do.’ As the lead actor she is central to the narrative. As the principle writer she is central to the film’s production. And she does both. But in conflict with this auteurial intent is the temptation to describe Dance Me to My Song as an autobiographical documentary, since it is Rose herself, with her unique and obvious physical handicap, playing the film’s heroine, Julia. In interview, however, De Heer apparently disagrees with this interpretation: Rolf de Heer is quick to point out, though, that the film is not a biography.“Not at all; only in the sense that writers use material from their own lives.Madelaine is merely the collection of the worst qualities of the worst carers Heather’s ever had.” Dance Me to My Song could be seen as a dramatised documentary, since it is Rose herself playing Julia, and her physical or surface life is so intense and she is so obviously handicapped. While he understands that response, de Heer draws a comparison with the first films that used black actors instead of white actors in blackface. “I don’t know how it felt emotionally to an audience, I wasn’t there, but I think that is the equivalent”. (Urban) An example of an actor wearing “black-face” to portray a cerebral palsy victim might well be Gus Trikonis’s 1980 film Touched By Love. In this, the disabled girl is unconvincingly played by the pretty, able-bodied actress Diane Lane. The true nature of the character’s disability is hidden and cosmeticized to Hollywood expectations. Compared to that inauthentic film, Rose’s screenwriting and performance in Dance Me to My Song is a self-penned fiction couched in unmediated reality and certainly warrants authorial recognition. Despite his unselfish credit-giving, de Heer’s direction of this remarkable film is nevertheless detectable. His auteur signature is especially evident in his technological employment of sound as I have argued elsewhere (see Starrs, "Awoval"). The first distinctly de Heer influence is the use of a binaural recording device - similar to that used in Bad Boy Bubby (1993) - to convey to the audience the laboured nature of Julia’s breathing and to subjectively align the audience with her point of view. This apparatus provides a disturbing sound bed that is part wheezing, part grunting. There is no escaping Julia’s physically unusual life, from her reliance on others for food, toilet and showering, to the half-strangled sounds emanating from her ineffectual larynx. But de Heer insists that Julia does speak, like Stephen Hawkings, via her Epson RealVoice computerized voice synthesizer, and thus Julia manages to retain her dignity. De Heer has her play this machine like a musical instrument, its neatly modulated feminine tones immediately prompting empathy. Rose Capp notes de Heer’s preoccupation with finding a voice for those minority groups within the population who struggle to be heard, stating: de Heer has been equally consistent in exploring the communicative difficulties underpinning troubled relationships. From the mute young protagonist of The Quiet Room to the aphasic heroine of Dance Me to My Song, De Heer’s films are frequently preoccupied with the profound inadequacy or outright failure of language as a means of communication (21). Certainly, the importance to Julia of her only means of communication, her voice synthesizer, is stressed by de Heer throughout the film. Everybody around her has, to varying degrees, problems in hearing correctly or understanding both what and how Julia communicates with her alien mode of conversing, and she is frequently asked to repeat herself. Even the well-meaning Eddie says: “I don’t know what the machine is trying to say”. But it is ultimately via her voice synthesizer that Julia expresses her indomitable character. When first she meets Eddie, she types: “Please put my voice machine on my chair, STUPID.” She proudly declares ownership of a condom found in the bathroom with “It’s mine!” The callous Madelaine soon realizes Julia’s strength is in her voice machine and withholds access to the device as punishment for if she takes it away then Julia is less demanding for the self-centred carer. Indeed, the film which starts off portraying the physical superiority of Madelaine soon shows us that the carer’s life, for all her able-bodied, free-love ways, is far more miserable than Julia’s. As de Heer has done in many of his other films, a voice has been given to those who might otherwise not be heard through significant decision making in direction. In Rose’s case, this is achieved most obviously via her electric voice synthesizer. I have also suggested elsewhere (see Starrs, "Dance") that de Heer has helped find a second voice for Rose via the language of dance, and in doing so has expanded the audience’s understandings of quality of life for the disabled, as per Mike Oliver’s social model of disability, rather than the more usual medical model of disability. Empowered by her act of courage with Eddie, Julia sacks her uncaring ‘carer’ and the film ends optimistically with Julia and her new man dancing on the front porch. By picturing the couple in long shot and from above, Julia’s joyous dance of triumph is depicted as ordinary, normal and not deserving of close examination. This happy ending is intercut with a shot of Madeline and her broken down car, performing her own frustrated dance and this further emphasizes that she was unable to ‘dance’ (i.e. communicate and compete) with Julia. The disabled performer such as Rose, whether deliberately appropriating a role or passively accepting it, usually struggles to placate two contrasting realities: (s)he is at once invisible in the public world of interhuman relations and simultaneously hyper-visible due to physical Otherness and subsequent instantaneous typecasting. But by the end of Dance Me to My Song, Rose and de Heer have subverted this notion of the disabled performer grappling with the dual roles of invisible victim and hyper-visible victim by depicting Julia as socially and physically adept. She ‘wins the guy’ and dances her victory as de Heer’s inspirational camera looks down at her success like an omniscient and pleased god. Film academic Vivian Sobchack writes of the phenomenology of dance choreography for the disabled and her own experience of waltzing with the maker of her prosthetic leg, Steve, with the comment: “for the moment I did displace focus on my bodily immanence to the transcendent ensemble of our movement and I really began to waltz” (65). It is easy to imagine Rose’s own, similar feeling of bodily transcendence in the closing shot of Dance Me to My Song as she shows she can ‘dance’ better than her able-bodied rival, content as she is with her self-identity. Conclusion: Validation of the Auteurial OtherRolf de Heer was a well-known film-maker by the time he directed Dance Me to My Song. His films Bad Boy Bubby (1993) and The Quiet Room (1996) had both screened at the Cannes International Film Festival. He was rapidly developing a reputation for non-mainstream representations of marginalised, subaltern populations, a cinematic trajectory that was to be further consolidated by later films privileging the voice of Indigenous Peoples in The Tracker (2002) and Ten Canoes (2006), the latter winning the Special Jury prize at Cannes. His films often feature unlikely protagonists or as Liz Ferrier writes, are “characterised by vulnerable bodies … feminised … none of whom embody hegemonic masculinity” (65): they are the opposite of Hollywood’s hyper-masculine, hard-bodied, controlling heroes. With a nascent politically correct worldview proving popular, de Heer may have considered the assigning of authorship to Rose a marketable idea, her being representative of a marginalized group, which as Andy Medhurst might argue, may be more politically justifiable, as it apparently is with films of gay authorship. However, it must be emphasized that there is no evidence that de Heer’s reticence about claiming authorship of Dance Me to My Song is motivated by pecuniary interests, nor does he seem to have been trying to distance himself from the project through embarrassment or dissatisfaction with the film or its relatively unknown writer/actor. Rather, he seems to be giving credit for authorship where credit is due, for as a result of Rose’s tenacity and agency this film is, in two ways, her creative success. Firstly, it is a rare exception to the disability film genre defined by Paul Darke as the “normality drama” because in the film’s diegesis, Julia is shown triumphing not simply over the limitations of her disability, but over her able-bodied rival in love as well: she ‘dances’ better than the ‘normal’ Madelaine. Secondly, in her gaining possession of the primary credits, and the mantle of the film’s primary author, Rose is shown triumphing over other aspiring able-bodied film-makers in the notoriously competitive film-making industry. Despite being an unpublished and unknown author, the label “A film by Heather Rose” is, I believe, a deserved coup for the woman who set out to make “the most sexy and honest film about disability ever made”. As with de Heer’s other films in which marginalised peoples are given voice, he demonstrates a desire not to subjugate the Other, but to validate and empower him/her. He both acknowledges their authorial voices and credits them as essential beings, and in enabling such subaltern populations to be heard, willingly cedes his privileged position as a successful, white, male, able-bodied film-maker. In the credits of this film he seems to be saying ‘I may be an auteur, but Heather Rose is a no less able auteur’. References Bordwell, David and Kristin Thompson. Film Art: An Introduction, 4th ed. New York: McGraw-Hill, 1993. Capp, Rose. “Alexandra and the de Heer Project.” RealTime + Onscreen 56 (Aug.-Sep. 2003): 21. 6 June 2008 ‹http://www.realtimearts.net/article/issue56/7153›. Caughie, John. “Introduction”. Theories of Authorship. Ed. John Caughie. London: Routledge and Kegan Paul, 1981. 9-16. Darke, Paul. “Cinematic Representations of Disability.” The Disability Reader. Ed. Tom Shakespeare. London and New York: Cassell, 1988. 181-198. Davis, Therese. “Working Together: Two Cultures, One Film, Many Canoes.” Senses of Cinema 2006. 6 June 2008 ‹http://www.sensesofcinema.com/contents/06/41/ten-canoes.html›. De Heer, Rolf. “Production Notes.” Vertigo Productions. Undated. 6 June 2008 ‹http://www.vertigoproductions.com.au/information.php?film_id=10&display=notes›. Ferrier, Liz. “Vulnerable Bodies: Creative Disabilities in Contemporary Australian Film.” Australian Cinema in the 1990s. Ed. Ian Craven. London and Portland: Frank Cass and Co., 2001. 57-78. Medhurst, Andy. “That Special Thrill: Brief Encounter, Homosexuality and Authorship.” Screen 32.2 (1991): 197-208. Moran, Albert, and Errol Veith. Film in Australia: An Introduction. Melbourne: Cambridge UP, 2006. Oliver, Mike. Social Work with Disabled People. Basingstoke: MacMillan, 1983. Rose Slattery, Heather. “ISAAC 2000 Conference Presentation.” Words+ n.d. 6 June 2008 ‹http://www.words-plus.com/website/stories/isaac2000.htm›. Sobchack, Vivian. “‘Choreography for One, Two, and Three Legs’ (A Phenomenological Meditation in Movements).” Topoi 24.1 (2005): 55-66. Stahl, Frederick. “Standing Room Only for a Thunderbolt in a Wheelchair,” Sydney Morning Herald 31 Oct. 2002. 6 June 2008 ‹http://www.smh.com.au/articles/2002/10/30/1035683471529.html›. Starrs, D. Bruno. “Sounds of Silence: An Interview with Rolf de Heer.” Metro 152 (2007): 18-21. ———. “An avowal of male lack: Sound in Rolf de Heer’s The Old Man Who Read Love Stories (2003).” Metro 156 (2008): 148-153. ———. “Dance Me to My Song (Rolf de Heer 1997): The Story of a Disabled Dancer.” Proceedings Scopic Bodies Dance Studies Research Seminar Series 2007. Ed. Mark Harvey. University of Auckland, 2008 (in press). Urban, Andrew L. “Dance Me to My Song, Rolf de Heer, Australia.” Film Festivals 1988. 6 June 2008. ‹http://www.filmfestivals.com/cannes98/selofus9.htm›.

The digital revolution has been characterized by the overlapping of different media technologies and platforms which reshaped both traditional forms of audiovisual consumption and older conceptions of place and space. John Agnew claims that, traditionally, the notion of place has been associated with two different meanings: ‘the first is a geometric conception of place as a mere part of space and the second is a phenomenological understanding of a place as a distinctive coming together in space’ (317). Both of the dominant meanings have been challenged by the idea that the world itself is increasingly “placeless” as space-spanning connections and flows of information, things, and people undermine the rootedness of a wide range of processes anywhere in particular (Friedman). On the one hand, by obliterating physical distance, new technologies such as the Internet and the cell phone are making places obsolete, on the other hand, the proliferation of media representations favoured by these technologies are making places more relevant than ever. These increasing mediatisation processes, in fact, generate what Urry and Larsen call ‘imaginative geographies’, namely the conflation of representational spaces and physical spaces that substitute and enhance each other in contingent ways (116). The smartphone as a new hybrid media platform that combines different technological features such as digital screens, complex software applications, cameras, tools for online communication and GPS devices, has played a crucial role in the construction of new notions of place. This article examines a specific type of phone applications: mobile, digital mapping tools that allow users to identify film-locations. In doing so it will assess how new media platforms can potentially reconfigure notions of both media consumption, and (physical and imagined) mobility. Furthermore, the analysis of digital movie maps and their mediation of film locations will shed light on the way in which contemporary leisure activities reshape the cultural, social and geographic meaning of place. Digital, Mobile Movie MapsDigital movie maps can be defined as software applications, conceived for smart phones or other mobile devices, which enable users to identify the geographical position of film locations. These applications rely on geotagging which is the process of adding geospatial metadata (usually latitudinal and longitudinal coordinates) to texts or images. From this point of view these phone apps belong to a broader category of media that Tristan Thielmann calls geomedia: converging applications of interactive, digital, mapping tools and mobile and networked media technologies. According to Hjorth, recent studies on mobile media practices show a trend toward “re-enacting the importance of place and home as both a geo-imaginary and socio-cultural precept” (Hjorth 371). In 2008 Google announced that Google Maps and Google Earth will become the basic platform for any information search. Similarly, in 2010 Flickr started georeferencing their complete image stock (Thielmann 8). Based on these current developments media scholars such as Thielmann claim that geomedia will emerge in the future as one of the most pervasive forms of digital technology (8).In my research I identified 44 phone geomedia apps that offered content variously related to film locations. In every case the main functionality of the apps consisted in matching geographic data concerning the locations with visual and written information about the corresponding film production. ‘Scene Seekers’, the first app able to match the title of a film with the GPS map of its locations, was released in 2009. Gradually, subsequent film-location apps incorporated a number of other functions including:Trivia and background information about films and locationsSubmission forms which allow users to share information about their favourite film locatiosLocation photosLinks to film downloadFilm-themed itinerariesAudio guidesOnline discussion groupsCamera/video function which allow users to take photos of the locations and share them on social mediaFilm stills and film clipsAfter identifying the movie map apps, I focused on the examination of the secondary functions they offered and categorized the applications based on both their main purpose and their main target users (as explicitly described in the app store). Four different categories of smart phone applications emerged. Apps conceived for:Business (for location scouts and producers)Entertainment (for trivia and quiz buffs)Education (for students and film history lovers)Travel (for tourists)‘Screen New South Wales Film Location Scout’, an app designed for location scouts requiring location contact information across the state of New South Wales, is an example of the first category. The app provides lists, maps and images of locations used in films shot in the region as well as contact details for local government offices. Most of these types of apps are available for free download and are commissioned by local authorities in the hope of attracting major film productions, which in turn might bring social and economic benefits to the region.A small number of the apps examined target movie fans and quiz buffs. ‘James Bond and Friends’, for example, focuses on real life locations where spy/thriller movies have been shot in London. Interactive maps and photos of the locations show their geographical position. The app also offers a wealth of trivia on spy/thriller movies and tests users’ knowledge of James Bond films with quizzes about the locations. While some of these apps provide information on how to reach particular film locations, the emphasis is on trivia and quizzes rather than travel itself.Some of the apps are explicitly conceived for educational purposes and target film students, film scholars and users interested in the history of film more broadly. The Italian Ministry for Cultural Affairs, for example, developed a number of smartphone apps designed to promote knowledge about Italian Cinema. Each application focuses on one Italian city, and was designed for users wishing to acquire more information about the movie industry in that urban area. The ‘Cinema Roma’ app, for example, contains a selection of geo-referenced film sets from a number of famous films shot in Rome. The film spots are presented via a rich collection of historical images and texts from the Italian National Photographic Archive.Finally, the majority of the apps analysed (around 60%) explicitly targets tourists. One of the most popular film-tourist applications is the ‘British Film Locations’ app with over 100,000 downloads since its launch in 2011. ‘British Film Locations’ was commissioned by VisitBritain, the British tourism agency. Visit Britain has attempted to capitalize on tourists’ enthusiasm around film blockbusters since the early 2000s as their research indicated that 40% of potential visitors would be very likely to visit the place they had seen in films or on TV (VisitBritain). British Film Locations enables users to discover and photograph the most iconic British film locations in cinematic history. Film tourists can search by film title, each film is accompanied by a detailed synopsis and list of locations so users can plan an entire British film tour. The app also allows users to take photos of the location and automatically share them on social networks such as Facebook or Twitter.Movie Maps and Film-TourismAs already mentioned, the majority of the film-location phone apps are designed for travel purposes and include functionalities that cater for the needs of the so called ‘post-tourists’. Maxine Feifer employed this term to describe the new type of tourist arising out of the shift from mass to post-Fordist consumption. The post-tourist crosses physical and virtual boundaries and shifts between experiences of everyday life, either through the actual or the simulated mobility allowed by the omnipresence of signs and electronic images in the contemporary age (Leotta). According to Campbell the post-tourist constructs his or her own tourist experience and destination, combining these into a package of overlapping and disjunctive elements: the imagined (dreams and screen cultures), the real (actual travels and guides) and the virtual (myths and internet) (203). More recently a number of scholars (Guttentag, Huang et al., Neuhofer et al.) have engaged with the application and implications of virtual reality on the planning, management and marketing of post-tourist experiences. Film-induced tourism is an expression of post-tourism. Since the mid-1990s a growing number of scholars (Riley and Van Doren, Tooke and Baker, Hudson and Ritchie, Leotta) have engaged with the study of this phenomenon, which Sue Beeton defined as “visitation to sites where movies and TV programmes have been filmed as well as to tours to production studios, including film-related theme parks” (11). Tourists’ fascination with film sets and locations is a perfect example of Baudrillard’s theory of hyperreality. Such places are simulacra which embody the blurred boundaries between reality and representation in a world in which unmediated access to reality is impossible (Baudrillard).Some scholars have focused on the role of mediated discourse in preparing both the site and the traveller for the process of tourist consumption (Friedberg, Crouch et al.). In particular, John Urry highlights the interdependence between tourism and the media with the concept of the ‘tourist gaze’. Urry argues that the gaze dominates tourism, which is primarily concerned with the commodification of images and visual consumption. According to Urry, movies and television play a crucial role in shaping the tourist gaze as the tourist compares what is gazed at with the familiar image of the object of the gaze. The tourist tries to reproduce his or her own expectations, which have been “constructed and sustained through a variety of non-tourist practices, such as film, TV, literature, records, and videos” (Urry 3). The inclusion of the camera functionality in digital movie maps such as ‘British Film Locations’ fulfils the need to actually reproduce the film images that the tourist has seen at home.Film and MapsThe convergence between film and (virtual) travel is also apparent in the prominent role that cartography plays in movies. Films often allude to maps in their opening sequences to situate their stories in time and space. In turn, the presence of detailed geographical descriptions of space at the narrative level often contributes to establish a stronger connection between film and viewers (Conley). Tom Conley notes that a number of British novels and their cinematic adaptations including Tolkien’s The Lord of the Rings (LOTR) and Stevenson’s Treasure Island belong to the so called ‘cartographic fiction’ genre. In these stories, maps are deployed to undo the narrative thread and inspire alternative itineraries to the extent of legitimising an interactive relation between text and reader or viewer (Conley 225).The popularity of LOTR locations as film-tourist destinations within New Zealand may be, in part, explained by the prominence of maps as both aesthetic and narrative devices (Leotta). The authenticity of the LOTR geography (both the novel and the film trilogy) is reinforced, in fact, by the reoccurring presence of the map. Tolkien designed very detailed maps of Middle Earth that were usually published in the first pages of the books. These maps play a crucial role in the immersion into the imaginary geography of Middle Earth, which represents one of the most important pleasures of reading LOTR (Simmons). The map also features extensively in the cinematic versions of both LOTR and The Hobbit. The Fellowship of the Ring opens with several shots of a map of Middle Earth, anticipating the narrative of displacement that characterizes LOTR. Throughout the trilogy the physical dimensions of the protagonists’ journey are emphasized by the foregrounding of the landscape as a map.The prominence of maps and geographical exploration as a narrative trope in ‘cartographic fiction’ such as LOTR may be responsible for activating the ‘tourist imagination’ of film viewers (Crouch et al.). The ‘tourist imagination’ is a construct that explains the sense of global mobility engendered by the daily consumption of the media, as well as actual travel. As Crouch, Jackson and Thompson put it, “the activity of tourism itself makes sense only as an imaginative process which involves a certain comprehension of the world and enthuses a distinctive emotional engagement with it” (Crouch et al. 1).The use of movie maps, the quest for film locations in real life may reproduce some of the cognitive and emotional pleasures that were activated while watching the movie, particularly if maps, travel and geographic exploration are prominent narrative elements. Several scholars (Couldry, Hills, Beeton) consider film-induced tourism as a contemporary form of pilgrimage and movie maps are becoming an inextricable part of this media ritual. Hudson and Ritchie note that maps produced by local stakeholders to promote the locations of films such as Sideways and LOTR proved to be extremely popular among tourists (391-392). In their study about the impact of paper movie maps on tourist behaviour in the UK, O’Connor and Pratt found that movie maps are an essential component in the marketing mix of a film location. For example, the map of Pride and Prejudice Country developed by the Derbyshire and Lincolnshire tourist boards significantly helped converting potential visitors into tourists as almost two in five visitors stated it ‘definitely’ turned a possible visit into a certainty (O’Connor and Pratt).Media Consumption and PlaceDigital movie maps have the potential to further reconfigure traditional understandings of media consumption and place. According to Nana Verhoeff digital mapping tools encourage a performative cartographic practice in the sense that the dynamic map emerges and changes during the users’ journey. The various functionalities of digital movie maps favour the hybridization between film reception and space navigation as by clicking on the movie map the user could potentially watch a clip of the film, read about both the film and the location, produce his/her own images and comments of the location and share it with other fans online.Furthermore, digital movie maps facilitate and enhance what Nick Couldry, drawing upon Claude Levi Strauss, calls “parcelling out”: the marking out as significant of differences in ritual space (83). According to Couldry, media pilgrimages, the visitation of TV or film locations are rituals that are based from the outset on an act of comparison between the cinematic depiction of place and its physical counterpart. Digital movie maps have the potential to facilitate this comparison by immediately retrieving images of the location as portrayed in the film. Media locations are rife with the marking of differences between the media world and the real locations as according to Couldry some film tourists seek precisely these differences (83).The development of smart phone movie maps, may also contribute to redefine the notion of audiovisual consumption. According to Nanna Verhoeff, mobile screens of navigation fundamentally revise the spatial coordinates of previously dominant, fixed and distancing cinematic screens. One of the main differences between mobile digital screens and larger, cinematic screens is that rather than being surfaces of projection or transmission, they are interfaces of software applications that combine different technological properties of the hybrid screen device: a camera, an interface for online communication, a GPS device (Verhoeff). Because of these characteristics of hybridity and intimate closeness, mobile screens involve practices of mobile and haptic engagement that turn the classical screen as distanced window on the world, into an interactive, hybrid navigation device that repositions the viewer as central within the media world (Verhoeff).In their discussion of the relocation of cinema into the iPhone, Francesco Casetti and Sara Sampietro reached similar conclusions as they define the iPhone as both a visual device and an interactive interface that mobilizes the eye as well as the hand (Casetti and Sampietro 23). The iPhone constructs an ‘existential bubble’ in which the spectator can find refuge while remaining exposed to the surrounding environment. When the surrounding environment is the real life film location, the consumption or re-consumption of the film text allowed by the digital movie map is informed by multi-sensorial and cognitive stimuli that are drastically different from traditional viewing experiences.The increasing popularity of digital movie maps is a phenomenon that could be read in conjunction with the emergence of innovative locative media such as the Google glasses and other applications of Augmented Reality (A.R.). Current smart phones available in the market are already capable to support A.R. applications and it appears likely that this will become a standard feature of movie apps within the next few years (Sakr). Augmented reality refers to the use of data overlays on real-time camera view of a location which make possible to show virtual objects within their spatial context. The camera eye on the device registers physical objects on location, and transmits these images in real time on the screen. On-screen this image is combined with different layers of data: still image, text and moving image.In a film-tourism application of augmented reality tourists would be able to point their phone camera at the location. As the camera identifies the location images from the film will overlay the image of the ‘real location’. The user, therefore, will be able to simultaneously see and walk in both the real location and the virtual film set. The notion of A.R. is related to the haptic aspect of engagement which in turn brings together the doing, the seeing and the feeling (Verhoeff). In film theory the idea of the haptic has come to stand for an engaged look that involves, and is aware of, the body – primarily that of the viewer (Marx, Sobchack). The future convergence between cinematic and mobile technologies is likely to redefine both perspectives on haptic perception of cinema and theories of film spectatorship.The application of A.R. to digital, mobile maps of film-locations will, in part, fulfill the prophecies of René Barjavel. In 1944, before Bazin’s seminal essay on the myth of total cinema, French critic Barjavel, asserted in his book Le Cinema Total that the technological evolution of the cinematic apparatus will eventually result in the total enveloppement (envelopment or immersion) of the film-viewer. This enveloppement will be characterised by the multi-sensorial experience and the full interactivity of the spectator within the movie itself. More recently, Thielmann has claimed that geomedia such as movie maps constitute a first step toward the vision that one day it might be possible to establish 3-D spaces as a medial interface (Thielmann).Film-Tourism, Augmented Reality and digital movie maps will produce a complex immersive and inter-textual media system which is at odds with Walter Benjamin’s famous thesis on the loss of ‘aura’ in the age of mechanical reproduction (Benjamin), as one of the pleasures of film-tourism is precisely the interaction with the auratic place, the actual film location or movie set. According to Nick Couldry, film tourists are interested in the aura of the place and filming itself. The notion of aura is associated here with both the material history of the location and the authentic experience of it (104).Film locations, as mediated by digital movie maps, are places in which people have a complex sensorial, emotional, cognitive and imaginative involvement. The intricate process of remediation of the film-locations can be understood as a symptom of what Lash and Urry have called the ‘re-subjectification of space’ in which ‘locality’ is re-weighted with a more subjective and affective charge of place (56). According to Lash and Urry the aesthetic-expressive dimensions of the experience of place have become as important as the cognitive ones. By providing new layers of cultural meaning and alternative modes of affective engagement, digital movie maps will contribute to redefine both the notion of tourist destination and the construction of place identity. These processes can potentially be highly problematic as within this context the identity and meanings of place are shaped and controlled by the capital forces that finance and distribute the digital movie maps. Future critical investigations of digital cartography will need to address the way in which issues of power and control are deeply enmeshed within new tourist practices. ReferencesAgnew, John, “Space and Place.” Handbook of Geographical Knowledge. Eds. John Agnew and David Livingstone. London: Sage, 2011. 316-330Barjavel, René. Cinema Total. Paris: Denoel, 1944.Baudrillard, Jean. Simulations. Trans. Paul Foss et al. New York: Semiotext(e), 1983.Beeton, Sue. Film Induced Tourism. Buffalo: Channel View Publications, 2005.Benjamin, Walter. Illuminations. Translated by Harry Zohn. Glasgow: Fontana, 1979.Campbell, Nick. “Producing America.” The Media and the Tourist Imagination. Eds. David Crouch et al. London: Routledge, 2005. 198-214.Casetti, Francesco, and Sara Sampietro. “With Eyes, with Hands: The Relocation of Cinema into the iPhone.” Moving Data: The iPhone and the Future of Media. Eds. Pelle Snickars and Patrick Vonderau. New York: Columbia University Press, 2013. 19-30.Claudell, Tom, and David Mizell. “Augmented Reality: An Application of Heads-Up Display Technology to Manual Manufacturing Processes.” Proceedings of 1992 IEEE Hawaii International Conference, 1992.Conley, Tom. “The Lord of the Rings and The Fellowship of the Map.” From Hobbits to Hollywood. Ed. Ernst Mathijs and Matthew Pomerance. Amsterdam: Rodopi, 2006. 215–30.Couldry, Nick. “The View from inside the 'Simulacrum‘: Visitors’ Tales from the Set of Coronation Street.” Leisure Studies 17.2 (1998): 94-107.Couldry, Nick. Media Rituals: A Critical Approach. London: Routledge, 2003. 75-94.Crouch, David, Rhona Jackson, and Felix Thompson. The Media and the Tourist Imagination. London: Routledge, 2005Feifer, Maxine. Going Places: The Ways of the Tourist from Imperial Rome to the Present Day. London: Macmillan, 1985.Friedberg, Anne. Window Shopping: Cinema and the Postmodern. Berkeley: University of California Press, 1993.Friedman, Thomas. The World Is Flat: A Brief History of the Twentieth Century. New York: Farrar, Strauss and Giroux, 2005.Guttentag, Daniel. “Virtual Reality: Applications and Implications for Tourism.” Tourism Management 31.5 (2010): 637-651.Hill, Matt. Fan Cultures. London: Routledge. 2002.Huang, Yu Chih, et al. “Exploring User Acceptance of 3D Virtual Worlds in Tourism Marketing”. Tourism Management 36 (2013): 490-501.Hjorth, Larissa. “The Game of Being Mobile. One Media History of Gaming and Mobile Technologies in Asia-Pacific.” Convergence 13.4 (2007): 369–381.Hudson, Simon, and Brent Ritchie. “Film Tourism and Destination Marketing: The Case of Captain Corelli’s Mandolin.” Journal of Vacation Marketing 12.3 (2006): 256–268.Jackson, Rhona. “Converging Cultures; Converging Gazes; Contextualizing Perspectives.” The Media and the Tourist Imagination. Eds. David Crouch et al. London: Routledge, 2005. 183-197.Kim, Hyounggon, and Sarah Richardson. “Motion Pictures Impacts on Destination Images.” Annals of Tourism Research 25.2 (2005): 216–327.Lash, Scott, and John Urry. Economies of Signs and Space. London: Sage, 1994.Leotta, Alfio. Touring the Screen: Tourism and New Zealand Film Geographies. London: Intellect Books, 2011.Marks, Laura. “Haptic Visuality: Touching with the Eyes.” Framework the Finnish Art Review 2 (2004): 78-82.Neuhofer, Barbara, Dimitrios Buhalis, and Adele Ladkin. ”A Typology of Technology-Enhanced Tourism Experiences.” International Journal of Tourism Research 16.4 (2014): 340-350.O’Connor, Noelle, and Stephen Pratt. Using Movie Maps to Leverage a Tourism Destination – Pride and Prejudice (2005). Paper presented at the 4th Tourism & Hospitality Research Conference – Reflection: Irish Tourism & Hospitality. Tralee Institute of Technology Conference, Tralee, Co. Kerry, Ireland. 2008.Riley, Roger, and Carlton Van Doren. “Films as Tourism Promotion: A “Pull” Factor in a “Push” Location.” Tourism Management 13.3 (1992): 267-274.Sakr, Sharif. “Augmented Reality App Concept Conjures Movie Scenes Shot in Your Location”. Engadget 2011. 1 Feb. 2016 <http://www.engadget.com/2011/06/22/augmented-reality-app-concept-conjures-movie-scenes-shot-in-your/>.Simmons, Laurence. “The Lord of the Rings: The Fellowship of the Ring.” The Cinema of Australia and New Zealand. Eds. Geoff Mayer and Keith Beattie. London: Wallflower, 2007. 223–32.Sobchack, Vivian. Carnal Thoughts: Embodiment and Moving Image Culture. Berkeley: University of California. 2004.Thielmann, Tristan. “Locative Media and Mediated Localities: An Introduction to Media Geography.” Aether 5a Special Issue on Locative Media (Spring 2010): 1-17.Tooke, Nichola, and Michael Baker. “Seeing Is Believing: The Effect of Film on Visitor Numbers to Screened Location.” Tourism Management 17.2 (1996): 87-94.Tzanelli, Rodanthi. The Cinematic Tourist. New York: Routledge, 2007.Urry, John. The Tourist Gaze. London: Sage, 2002.Urry, John, and Jonas Larsen. The Tourist Gaze 3.0. London: Sage, 2011.Verhoeff, Nana. Mobile Screens: The Visual Regime of Navigation. Amsterdam University Press, 2012.VisitBritain. “Films Continue to Draw Tourists to Britain.” 2010. 20 Oct. 2012 <http://www.visitbritain.org/mediaroom/archive/2011/filmtourism.aspx>.

IntroductionThe existential question today is not whether to be or not to be, but how one can become what one truly is. (Golomb 200)In contemporary Western culture the ideal of living authentically, of being “true to yourself,” is ubiquitous. Authenticity is “taken for granted” as an absolute value in a multitude of areas, from music, to travel to identity (Lindholm 1). A core component of authentic selfhood is to find an occupation that is a “passion:” work that is “really you.” This article draws on recent qualitative interviews with Australians from a range of occupations about work, identity and meaning (James). It will demonstrate that for these contemporary individuals, occupation is often closely linked to perceptions of authentic selfhood. I begin by overviewing the significance and presence of authenticity as a value in contemporary culture through discussions of reality television and self-help literature focussed on careers. This is followed by a discussion of sociological theories of authenticity, drawing out the connections between the authentic self, modernity and work. The final section uses examples from the interviews to argue that the ideal of work being an extension of the authentic self is compelling because in providing direction and purpose, it helps the individual avoid anomie, disenchantment and other modern malaises (Taylor).The Authentic Self and Career Guidance in Contemporary Popular CultureThe prevalence of authenticity in contemporary Western popular culture can be seen in reality television programs like Master Chef (a cooking competition) and The Voice (a singing competition). Generally, contestants take part in the show in order to “follow their dreams” and pursue the career they feel they were “destined” for. When elimination is immanent, those at risk of departure are given one last chance to tell the judges what being in the competition means to them. This usually takes the form of a tearful monologue in which the contestant explains that the past few weeks have been the best of their life, that they finally feel “alive” and that they have found their “passion.” In these shows, finding work that is “really you”—that is an extension of your authentic-self—is portrayed as being a fundamental component of fulfillment and self-actualization.The same message is delivered in self-help media and texts. Since the 1970s, “finding your passion” and “finding yourself” have been popular subjects for the genre. The best known of these books is perhaps Richard Bolles’s What Color is Your Parachute?: a job-hunting manual aimed primarily at people looking for a career change. First published in 1970, a new edition has been released every year and there are over 10 million copies in print. In 1995 it was included in the Library of Congress’s Center for the Book’s 25 Books That Have Shaped Readers’ Lives, placing Bolles in the company of Cervantes and Tolstoy (Bolles).Bolles’s book and similar career guidance titles generally follow a pattern of providing exercises for the reader to help them discover the “real you,” which then becomes the basis for choosing the “right” occupation, or as Bolles puts it, “first deciding who you are before deciding the kind of work you want to pursue.” Another best-selling self-help writer is Phil McGraw or “Dr. Phil,” better known for his television program than his books. In his Self Matters—Creating Your Life from the Inside Out, McGraw begins bytelling the story of his own search for his authentic “passion.” Before moving into television, McGraw spent ten years working as a practicing psychiatrist. He recalls:So much of what I did—while totally okay if it had been what I had a passion for—was as unnatural for me as it would be for a dog. It didn’t come from the heart. It wasn’t something that sprang from who I really was ... I wasn’t doing what was meaningful for me. I wasn’t doing what I was good at and therefore was not pursuing my mission in life, my purpose for being here … You and everyone else has a mission, a purpose in life that cannot be denied if you are to live fully. If you have no purpose, you have no passion. If you have no passion, you have sold yourself out (7–12).McGraw connects living authentically with living meaningfully. Working in an occupation that is in accordance with the authentic self gives one’s life purpose. This is the same message Oprah Winfrey chose to deliver in the final episode of the The Oprah Winfrey Show, which was watched by more than 16 million viewers in the U.S. alone. Rather than following the usual pattern of the show and interview celebrity guests, Winfrey chose to talk directly to her viewers about what matters in life:Everybody has a calling, and your real job in life is to figure out what that is and get about the business of doing it. Every time we have seen a person on this stage who is a success in their life, they spoke of the job, and they spoke of the juice that they receive from doing what they knew they were meant to be doing [...] Because that is what a calling is. It lights you up and it lets you know that you are exactly where you're supposed to be, doing exactly what you're supposed to be doing. And that is what I want for all of you and hope that you will take from this show. To live from the heart of yourself.Like McGraw, Winfrey draws a link between living authentically—living “from the heart”—and finding a “calling.” The message here is that the person whose career is in accordance with their authentic self can live with certainty, direction and purpose. Authenticity may act as a buffer against the anomie and disenchantment that arguably plague individuals in late modernity (Elliott & du Gay).Disenchantment, Modernity and Authenticity For many sociologists, most famously Max Weber, finding something that gives life purpose is the great challenge for individuals in the modern West. In a disenchanted society, without religion or other “mysterious incalculable forces” to provide direction, individuals may struggle to work out what they should do with their lives (149). For Weber the answer is to find your calling. Each individual must discover the “demon who holds the fibers of his very life” and obey its demands (156).Following Weber, John Carroll has argued that in modern secular societies, individuals must draw on their inner resources to find answers to life’s “fundamental questions” (Ego 3–4). As Carroll stresses, it is not that the religious impulse has disappeared from contemporary society, but it is expressed in new ways. Individuals still yearn for a sense of purpose but they are “more likely to pursue their quests for meaning on their own, in experimental ways and with their main resource being their ontological qualities” (Carroll, Beauty 221).Other Australian academics, like Gary Bouma and David Tacey, argue that rather than a decline in religiosity in Australia, what we are seeing is a change in the way people pursue the spiritual. Tacey suggests that while many Australians may “slink away” from the idea of God as something external to our lives, they may find more resonance with a conception of God as a “core dimension” of the person (167). Contemporary Australians continue to yearn for guidance, but they are more likely to look within to find it.There is a clear link between this process of turning inward to pursue the spiritual, the prevalence of authenticity in contemporary Western culture, and modernity. With the breakdown of traditional structures, individuals become more “free to self-create” (Bauman, Identity 3). As Charles Lindholm describes it: “The inclination toward a spontaneous mode of expressive self-revelation correlates with the collapse of reliable and sacralised institutional frameworks that once offered meaning and succour” (65–66).For Charles Taylor, the origins of this “massive subjective turn of modern culture” (26) lie in the 18th-century romantic period with the idea that each individual has an intuitive moral sense. To determine what is right, the individual must be in touch with their “inner voice” and act in accordance with it. It is in this notion that Taylor identifies the background to the belief, which is so prominent today, that “There is a certain way of being human that is my way. I am called upon to live my life in this way, and not in imitation of anyone else’s” (28–29). Lindholm points to Rousseau as the “inventor” of this ideal, with his revelatory Confessions becoming “the harbinger of a new ideal in which exploring and revealing one’s essential nature was taken as an absolute good” (8). According to Rousseau, social norms suppress the individual’s true nature, and so it is only possible for one to be authentic if they break these chains and act in accordance with their inner depths. For employees in today’s service-oriented knowledge economy, there are significant risks involved in following Rousseau’s advice and expressing one’s “true feelings.” As many researchers have noted, in the new capitalism, workers are increasingly required to regulate their emotions and present themselves as calm, agreeable and above all positive (Hochschild; Sennett; Ehrenreich). To offer criticism or express frustration, to drop the “mask of cooperativeness” (Sennett 112), may mean risking one’s employment.Nevertheless, while it is arguably becoming more difficult to express authentic feeling at work, for contemporary workers, choice of occupation is still often closely linked to perceptions of authentic selfhood. In fact, in a time of increasingly fragmented careers and short-term, episodic work, it becomes more necessary to create a meaningful narrative to link numerous and varied jobs to a core sense of self. As Richard Sennett argues, today’s flexible employees—frequently moving from one workplace to the next—are at risk of “drift:” a sensation of aimless movement (30). To counter this, individuals must create a convincing story that provides a rationale for career changes and can thereby “form their characters into sustained narratives” (31).In the next section, drawing on recent empirical research, I argue that linking authentic selfhood to work provides individuals with a way to make sense of the trajectory of their work lives and to accept change. Today’s employees are able to interpret even the most unexpected career changes as a beneficial occurrence—something that was “meant to be”—by rationalising that such changes are part of a process of finding work that is an expression of the authentic self.The Authentic Self at Work: Being True to Your EssenceThe following discussion focuses on how authenticity as an ideal influences individuals’s work identity and career aspirations. It draws examples from recent qualitative interviews with Australian workers from a range of occupations (James 2012). A number of interviewees described a search for an occupation that was authentically “them,” a task that was well-suited to their capabilities and came “naturally:”I have a feeling that I was sort of a natural teacher. (Teacher, 60)Medical is what I like, that’s me. (Paramedic, 49)I found my thing, I stick to it. (Farrier, 27) These beliefs are quite clearly influenced by the idea of vocation, in that there is a particular task the individual is most suited to, but they do not invoke the sense of duty that a religious “calling” entails. Often, the interviewees had discovered the occupation that was “really them” by working in other jobs that were not their “true passion.” Realising that performing a particular role felt inauthentic helped them to define their authentic self and encouraged them to pursue more fulfilling work. This process often required experimentation, since “one knows what one is only after realising what one is not” (Golomb 201).For instance, Olivia, a 33-year old lawyer had begun her career in a corporate law firm. She had never felt comfortable in the corporate environment: “I always thought, ‘They know I don’t belong here’.” Her performance at work felt inauthentic: “I was never good at smiling and saying yes.” This experience led her to move into human rights, which she found more fulfilling. Similarly Hazel, a 50 year-old social worker, had started her career in what she described as “boring administration jobs.” Although she had “always wanted” to work in the “caring sector” her family’s expectations and her low self-confidence had stopped her from applying for university. When she finally quit the administration work and began to study it was liberating: “a weight had come out off my shoulders.” In her occupation as a social worker she felt that her work fitted with her authentic self: “the kind of person I am,” and for the first time in her life she looked forward to going to work. Both of these women, and many of the other interviewees, rationalised their decision to work in a particular field by appealing to narratives of authentic selfhood.Similarly, in explaining why they enjoyed their work, a number of interviewees looked back to their childhood for signs of what was “meant to be.” For instance, Tim, a 27 year-old farrier, justified his work with horses: “Mum came from a farming background, every school holidays I was up there…I followed my grandpa around like a little dog, annoyed and pestered him and asked him ‘Why’ and How?’ I’ve always been like that … So I think from an early age I was destined to do something like this.” Ken, a 50 year-old electrician, had a similar explanation for his choice of occupation: “Even as a little kid I was always mucking around with batteries and getting lights to work and things like that, so I think it was just a natural progression.”This tendency to associate childhood interests with authentic selfhood is perhaps due to the belief that childhood is a time of innocence and freedom, where the individual had not yet been moulded by society. As Duschinsky argues, childhood is often connected with an “originary natural essence.” We are close here to Rousseau’s “sentiment of being,” or its contemporary manifestation the “real you.” Of course, the idea that the child is free from external influence is problematised by ideas of socialisation. From birth the infant learns by copying “significant others” and self-conception is formed through interaction (Cooley; Mead). Therefore, from the very beginning, an individual’s interests, dispositions and tastes are influenced by family and culture.Shane, a 29 year-old real estate agent, had resisted working in property because it was the family business and he “didn’t want to be as boring as to follow in Dad’s footsteps.” He saw himself as “academic” and “creative” and for a number of years worked as a writer. Eventually though he decided that writing was not his calling: it was “not actually me … I categorise myself as someone who has the ability to write but not naturally.” When Shane began working in real-estate however, it felt almost automatic. Like the other members of his family he had the right skills and traits to thrive in the business and was immediately successful. Interestingly, Shane’s conception of his authenticity includes both a belief in an essential, pre-social “true” self and at the same time an understanding of the importance of the influence of family in the formation of the self.Regardless of whether the idea of a natural, inner-essence discernable in childhood pastimes can be disproven, it is clear that the understanding of authentic selfhood as an “immediate expression of our essence” continues to influence how individuals conceive of their work identities. However, at the same time, the interviewees’ accounts of authenticity also acknowledged the role of parents in influencing traits and dispositions. In these narratives of the self, authenticity encompasses opposing understandings of childhood as being both free from social influences and highly influenced by primary agents of socialisation. That individuals are willing to do the necessary mental and emotional work to maintain these contradictory beliefs suggests that there is a strong incentive to frame work identity as an expression of authentic selfhood.Authenticity Provides PurposeThe great benefit of being able to convincingly rationalise one’s work as a manifestation of the true self is that it gives the individual direction and purpose. Work then provides answers to Carroll’s fundamental questions: “who am I?” and “What should I do with my life?” A number of the interviewees recalled their attempts to secure a sense of purpose by linking their current occupation to their inner essence. As Greg, a 36-year-old fitness consultant described it:You just gotta think ‘What do you really wanna do, what makes you happy, what are you about?’ … I guess the strengthening and conditioning work, the fitness, has been the constant right the way through. It’s probably the core of what I’ve done over the years, seeing individuals and teams get fit. It’s what I do. That’s my role, if you put it in a nutshell. That’s what I’m about … I was sort of floating around a little bit … I need to go ‘This is what I am.’ By identifying his authentic self and linking it to his work, Greg was able to make sense of his past. He had once been a professional runner and after an injury was forced to redefine himself. He now rationalised that his ability to run had led him into the fitness field: You look at what is your life mission and basically what are you out here for … with athletics it’s allowed me to deal with any sport, made me flexible in my career … if I was, therefore born to run? Yeah, quite possibly, there had to be a reason. Like many of the interviewees, Greg had been forced to change his plans, but he was able to rationalise that this change was positive by forming a narrative that connected both his current and previous occupations to his perception of his authentic self. As Sennett describes it, he is able to from his character into a “sustained narrative” (31). Similarly, Trish, a 42 year-old retail coordinator, connected both her work as a chef and her job in a hardware store back to her sense of authentic self. Both occupations, she thought, were “down and dirty” and she linked this to her family “roots” and her identity as a “country girl.” In interpreting these two substantially different occupations as an expression of her true self, Trish is able to create a narrative in which unexpected career changes are as seen as something beneficial that was “meant to be.” These accounts of career trajectories suggest that linking authenticity to work identity is a strategy individuals employ to cope with the disorienting effects of fragmented work lives. Even jobs that are unfulfilling and feel inauthentic can be made meaningful by interpreting them as necessary steps leading towards the discovery of one’s “ true passion”. This is quite different to the ideal of a life-long calling in one occupation, which as Bauman has noted, has become a “privilege of the few” in late-modernity (Work 34). In an era of insecure and fragmented work, the narrative of an authentic self becomes particularly appealing as it allows the individual to create a meaningful work-narrative that can accommodate the numerous twists and turns of contemporary “liquid” existence (Bauman, Identity 5) and avoid “drift” (Sennett). Conclusion Drawing on qualitative research, this paper has analysed the connections between authenticity, work and modern selfhood. I have shown that in an era of flexible and fragmented working lives, work-identities are often closely tied to understandings of authentic selfhood. Interpreting particular kinds of work as being expressions of the authentic self provides individuals with a sense of purpose and in some cases assists them in coming to terms with unexpected career changes. A meaningful career narrative acts as a buffer against disorientation, disenchantment and anomie. It is therefore no wonder that authentic selfhood is such a prominent theme in reality television, self-help and other forms of popular culture, since it is taps into an existential need for a sense of purpose that becomes increasingly elusive in late-modernity. It is clear from the accounts presented in this paper that the pursuit of authenticity is not merely a narcissistic endeavor, and is employed by individuals to work through fundamental existential questions. Future work in this area should continue to make use of empirical research to add depth and complexity to theoretical accounts of authentic selfhood. References Bauman, Zygmunt. “Identity in the Globalizing World.” Identity in Question. Ed. Anthony Elliott and Paul du Gay. London: Sage, 2009. 1–12. Bauman, Zygmunt. Work, Consumerism and the New Poor. Buckingham: Open UP, 1998. Bolles, Richard. What Colour Is Your Parachute 2015. 23 Jan. 2015 ‹http://www.jobhuntersbible.com/books/view/what-color-is-your-parachute-2015›. Bolles, Richard. What Colour Is Your Parachute. Berkley: Ten Speed, 1970. Bouma, Gary. Australian Soul: Religion and Spirituality in the 21st Century. Cambridge: Cambridge UP, 2006. Carroll, John. “Beauty contra God: Has Aesthetics Replaced Religion in Modernity?” Journal of Sociology 48.2 (2012): 206–23. Carroll, John. Ego and Soul: The Modern West in Search of Meaning. Melbourne: Scribe, 2008. Cooley, Charles Horton. Human Nature and the Social Order. New York: Scribner’s, 1902. Duschinsky, Robbie. “Childhood Innocence: Essence, Education, and Performativity.” Textual Practice 27.5 (2013): 763–81. Elliott, Anthony, and Paul du Gay. “Editors’ Introduction.” Identity in Question. Eds. Anthony Elliott and Paul du Gay. London: Sage, 2009. xi–xxi. Ehrenreich, Barbara. Bright-Sided : How the Relentless Promotion of Positive Thinking Has Undermined America. New York: Henry Holt, 2009. Golomb, Jacob. In Search of Authenticity: From Kierkegaard to Camus. London: Routledge, 1995. Hochschild, Arlie Russell. The Managed Heart: Commercialization Human Feeling. Berkeley: U of California P, 1983. James, Sara. “Making a Living, Making a Life: Contemporary Narratives of Work, Vocation and Meaning.” PhD Thesis. La Trobe U, 2012. Lindholm, Charles. Culture and Authenticity. Malden: Blackwell, 2008. McGraw, Phil. Self Matters—Creating Your Life from the Inside Out. London: Simon and Schuster, 2001. Mead, George Herbert. Mind, Self and Society. Chicago: U of Chicago P, 1934. Sennett, Richard. The Corrosion of Character: The Personal Consequences of Work in the New Capitalism, New York: WW Norton, 1998. Tacey, David. Edge of the Sacred: Jung, Psyche, Earth. Sydney: Daimon, 2008. Taylor, Charles. Ethics of Authenticity. Cambridge: Harvard UP, 1991. Weber, Max. “Science as a Vocation.” From Max Weber: Essays in Sociology. Ed. Hans Heinrich Gerth and Charles Wright Mills. London: Routledge, 1991. 129–56. Winfrey, Oprah. The Oprah Winfrey Show Finale. 23 Jan. 2015 ‹http://www.oprah.com/oprahshow/The-Oprah-Winfrey-Show-Finale_1#ixzz3PbhBrdBs›.

Introduction: Doctor Who's “Wilderness Years”1989 saw the cancellation of the BBC's long-running science fiction television series Doctor Who (1965 -). The 1990s were largely bereft of original Doctor Who television content, leading fans to characterise that decade as the “wilderness years” for the franchise (McNaughton 194). From another perspective, though, the 1990s was an unprecedented time of production for Doctor Who media. From 1991 to 1997, Virgin Publishing was licensed by the BBC's merchandising division to publish a series of original Doctor Who novels, which they produced and marketed as a continuation of the television series (Gulyas 46). This series of novels, Doctor Who: The New Adventures (commonly referred to as “the Virgin New Adventures” by fans) proved popular enough to support a monthly release schedule, and from 1994 onwards, a secondary "Missing Adventures" series.Despite their central role in the 1990s, however, many fans have argued that the Doctor Who novels format makes them either less "canonical" than the television series, or completely "apocryphal" (Gulyas 48). This fits with a general trend in transmedia properties, where print-based expansions or spin-offs are generally considered less official or authentic than those that are screen-based (Hills 223). This article argues that the openness of the series to contributions from fan writers – and also some of the techniques and approaches prioritised in fan fiction - resulted in the Virgin range of Doctor Who novels having an unusually significant impact on the development and evolution of the franchise as a whole when compared to the print-based transmedia extensions of other popular series’. The article also argues that the tonal and stylistic influence of the New Adventures novels on the revived Doctor Who television series offers an interesting counter-example to the usually strict hierarchies of content that are implied in Henry Jenkins's influential model of transmedia storytelling. Transmedia StorytellingJenkins uses the term “transmedia storytelling” to describe the ways in which media franchises frequently expand beyond the format they originate with, potentially encompassing television series, films, games, toys, comics and more (Jenkins “Transmedia 202”). In discussing this paradigm, Jenkins notes the ways in which contemporary productions increasingly prioritise “integration and coordination” between the different forms of media (Jenkins Convergence Culture 105). As Jenkins argues, “most discussions of transmedia place a high emphasis on continuity – assuming that transmedia requires a high level of coordination and creative control and that all of the pieces have to cohere into a consistent narrative or world” (Jenkins “Transmedia 202”). Due to this increased emphasis on continuity, the ability to decide which media will be considered as “canonical” within the story-world of the franchise becomes an important one. Where previously questions of canon had been largely confined to fan discussions, debates and interpretive readings of media texts (Jenkins Textual Poachers 102-104), the proprietors of franchises in a transmedia economy have an interest in proactively defining and policing the canon. Designating a particular piece of media as a “canonical” expansion or spinoff of its parent text can be a useful marketing tool, as it creates the expectation that it will provide an important contribution. Correspondingly, declaring that a particular set of media texts is no longer canonical can make the franchise more accessible and allow the authors of new material more creative freedom (Proctor and Freeman 238-9).While Jenkins argues that a reliance on “one single source or ur-text” (“Transmedia 101”) is counter to the spirit of transmedia storytelling, Pillai notes that his emphasis on cohesiveness across diverse media tends to implicitly prioritise the parent text over its various offshoots (103-4). As the parent text establishes continuity and canon, any transmedia supplements are obligated to remain consistent with it, but this is often a one-sided and hierarchical relationship. For example, in the Star Wars transmedia franchise, the film series is considered crucial in establishing the canon; and transmedia supplements are obliged to remain consistent with it in order to be recognised as authentic. The filmmakers, however, are largely free to ignore or contradict the contributions of spin-off books.Hills notes that the components of transmedia franchises are often arranged into “transmedial hierarchies” (223), where screen-based media like films, television series and video games are assigned dominance over print-based productions like comics and novels. This hierarchy means that print-based works typically have a less secure place within the canon of transmedia franchises, despite often contributing a disproportionately large quantity of narratives and concepts (Guynes 143). Using the Star Wars Expanded Universe as an example, he notes a tendency whereby “franchise novels” are generally considered as disposable, and are easily erased or decanonised despite significantly long, carefully interwoven and coordinated periods of storytelling (143-5). Doctor Who as a Transmedia FranchiseWhile questions of canon are frequently debated and discussed among Doctor Who fans, it is less easy to make absolutist distinctions between canonical and apocryphal texts in Doctor Who than it is in other popular transmedia franchises. Unlike comparable transmedia productions, Doctor Who has traditionally lacked a singular authority over questions of canon and consistency in the manner that Jenkins argues for in his implicitly hierarchical conception of transmedia storytelling (Convergence Culture 106). Where franchises like Star Wars, Star Trek or The X-Files have been guided by creator-figures who either exert direct control over their various iterations or oblige them to remain broadly consistent with their original vision, Doctor Who has generally avoided this focus; creative control has passed between various showrunners and production teams, who have been largely free to establish their own style and tone.Furthermore, the franchise has traditionally favoured a largely self-contained and episodic style of storytelling; and different storylines and periods from its long history often contradict one another. For these reasons, Booth suggests that the largely retroactive attempts on the part of fans and critics to read the entire series as the type of transmedia production that Jenkins advocates for (i.e. an internally consistent narrative of connected stories) are counter-productive. He argues that Doctor Who is perhaps best understood not as a continuing series but as a long-running anthology, where largely autonomous stories and serials can be grouped into distinct “periods” of resemblance in terms of style and subject matter (198-206).As Britton argues, when appreciating Doctor Who as franchise, there is no particular need to assign primary importance to the parent media. Since its first season in 1965, the Doctor Who television series has been regularly supplemented by other media in the form of comics, annuals, films, stage-plays, audio-dramas, and novelisations. Britton maintains that as the transmedia works follow the same loosely connected, episodic structure as the television series, they operate as equally valid or equally disposable components within its metanarrative (1-9). Doctor Who writer Paul Cornell argues that given the accommodating nature of the show’s time-travel premise (which can easily accommodate the inconsistencies that Jenkins argues should be avoided in transmedia storytelling), and in the absence of a singular revered creator-figure or authority, absolutist pronouncements on canon from any source are unnecessary and exclusionary, either delegitimising texts that the audience may value, or insisting on familiarity with a particular text in order for an experience of the media to be considered “legitimate”. The Transmedia Legacy of the Virgin New AdventuresAs the Virgin Doctor Who novels are not necessarily diminished by either their lack of a clear canonical status or their placement as a print work within a screen-focused property, they can arguably be understood as constituting their own distinct “period” of Doctor Who in the manner defined by Booth. This claim is supported by the ways in which the New Adventures distinguish themselves from the typically secondary or supplemental transmedia extensions of most other television franchises.In contrast with the one-sided and hierarchical relationship that typically exists between the parent text and its transmedia extensions (Pillai 103-4), the New Adventures range did not attempt to signal their authenticity through stylistic and narrative consistency with their source material. Virgin had already published a long series of novelisations of story serials from the original television series under its children’s imprint, Target, but from their inception the New Adventures were aimed at a more mature audience. The editor of the range, Peter Darvill-Evans, observed that by the 1990s, Doctor Who’s dedicated fan base largely consisted of adults who had grown up with the series in the 1970s and 1980s rather than the children that both the television series and the novelisations had traditionally targeted (Perryman 23). The New Adventures were initially marketed as being “too broad and deep for the small screen” (Gulyas 46), positioning them as an improvement or evolution rather than an attempt to imitate the parent media or to compensate for its absence.By comparison, most other 1990s print-based supplements to popular screen franchises tended to closely mimic the style, tone and storytelling structure of their source material. For example, the Star Wars "Expanded Universe" series of novels (which began in 1991) were subject to strict editorial oversight to ensure they remained consistent with the films and were initially marketed as "film-like events" as a way of emphasising their equivalence to the original media (Proctor and Freeman 226). The Virgin New Adventures were also distinctive due to their open submission policy (which actively encouraged submissions from fan writers who had not previously achieved conventional commercial publication) alongside work from "professional" authors (Perryman 24). This policy began because Darvill-Evans noted the ability, high motivation and deep understanding of Doctor Who possessed by fan writers (Bishop) and it proved essential in establishing the more mature approach that the series was aiming for. After three indifferently received novels from professional authors, the first work from a fan author, Paul Cornell’s Timewyrm: Revelation (1991) became highly popular, due to its more grounded, serious and complex exploration of the character of the Doctor and their human companion. Following the success of Cornell’s novel, the series began to establish its own distinctive tone, emphasising gritty urban settings, character development and interpersonal drama, and the exploration of moral ambiguities and social and political issues that would have not been permissible in the original television series (Gulyas 46-8).Works by previously unpublished fan authors came to dominate the range to such an extent that the New Adventures has been described as “licensing professionally produced fan fiction” (Perryman 23). This trajectory established the New Adventures as an unusual hybrid text, combining the sanction of an official license with the usually unofficial phenomenon of fan custodianship. The cancellation of a television series (as experienced by Doctor Who in 1989) often allows its fan community to take custodianship of it in a variety of ways (McNoughton 194). While a series is being broadcast, fans are often constructed as elite but essentially ”powerless” readers, whose interpretations and desires can easily be contradicted or ignored by the series creators (Tulloch and Jenkins 141). With cancellation and a diminishing mass audience, fans become the custodians of the series and its memory. Their interpretations can no longer be overwritten, and they become the principle market for official merchandise and transmedia extensions (McNoughton 194-6).Also, fans can explore and fulfil their desires for the narrative direction and tone of the series, through the “cottage industries” of fan-created merchandise (196) and “gift economies” of fan fiction (Flegal and Roth 258), without being impeded or overruled by official developments in the parent media. This movement towards fan custodianship and production became more visible during the 1990s, as digital technology allowed for rapid communication, connection and exchange (Coppa 53). The Virgin New Adventures range arguably operated as a meeting point between officially sanctioned commercial spin-off media and the fan-centric industries of production that work to prolong the life and memory of a cancelled television series. Indeed, the direct inclusion of fan authors and the techniques and approaches associated with fan fiction likely helped to establish the deeper, more mature interpretation of Doctor Who offered by the New Adventures.As Stein and Busse observe, a recurring feature of fan fiction has been a focus on exploring the inner lives of the characters from its source media, and adding depth and complexity to their relationships (196-8). Furthermore, the successful New Adventures fan authors tended to offer support and encouragement to each other via their informal networks, which affected the development of the series as a transmedia production (Perryman 24). Flegal and Roth note that in contrast to often solitary and individualistic forms of “professional” and “literary” writing, the composition of fan fiction emerges out of collegial, supportive and reciprocal communities (265-8). The meeting point that the Virgin New Adventures provided between professional writing practice and the attitudes and approaches common to the types of fan fiction that were becoming more prominent in the nineties (Coppa 53-5) helped to shape the evolution of Doctor Who as a franchise.Where previous Doctor Who stories (regardless of the media or medium) had been largely isolated from each other, the informal fan networks that connected the New Adventures authors allowed and encouraged them to collaborate more closely, ensuring consistency between the instalments and plotting out multi-volume story-arcs and character development. Where the Star Wars Expanded Universe series of novels ensured consistency through extensive and often intrusive top-down editorial control (Proctor and Freeman 226-7), the New Adventures developed this consistency through horizontal relationships between authors. While Doctor Who has always been a transmedia franchise, the Virgin New Adventures may be the first point where it began to fully engage with the possibilities of the coordinated and consistent transmedia storytelling discussed by Jenkins (Perryman 24-6). It is notable that this largely developed out of the collaborative and reciprocal relationships common to communities of fan-creators rather than through the singular and centralised control that Jenkins advocates.While the Virgin range of Doctor Who novels ended long before the revival of the television series in 2005, its influence on the style, tone and subject matter of the new series has been noted. As Perryman argues, the emphasis on more cohesive story-arcs and character development between episodes has been inherited from the New Adventures (24). The 2005 series also followed the Virgin novels in presenting the Doctor’s companions with detailed backgrounds and having their relationships shift and evolve, rather than remaining static like they did in the original series. The more distinctly urban focus of the new series was also likely shaped by the success of the New Adventures (Haslop 217); its well-publicised emphasis on inclusiveness and diversity was likewise prefigured by the Virgin novels, which were the first Doctor Who media to include non-Anglo and LGBQT companions (McKee "How to tell the difference" 181-2). It is highly unusual for a print-based transmedia extension to have this level of impact. Indeed, one of the most visible and profitable transmedia initiatives that began in the 1990s, the Star Wars Expanded Universe novels (which like the New Adventures was presented as an officially sanctioned continuation of the original media), was unceremoniously decanonised in 2014, and the interpretations of Star Wars characters and themes that it had developed over more than a decade of storytelling were almost entirely disregarded by the new films (Proctor and Freeman 235-7). The comparably large influence that the New Adventures had on the development of its franchise indicates the success of its fan-centric approach in developing a more relationship-driven and character-focused interpretation of its parent media.The influence of the New Adventures is also felt more directly through the continuing careers of its authors. A number of the fan writers who achieved their first commercial publication with the New Adventures (e.g. Paul Cornell, Gareth Roberts, Mark Gatiss) went on to write scripts for the new series. The first showrunner, Russell T. Davies, was the author of the later novels, Damaged Goods (1997), and the second, Steven Moffat, had been an active member of Doctor Who fan communities that discussed and promoted the Virgin books (Bishop). As the former New Adventures author Kate Orman notes, this movement from writing usually secondary franchise novels to working on and having authority over the parent media is almost unheard of (McKee “Interview with Kate Orman” 138), and speaks to the success of the combination of fan authorship and official licensing and support found in the New Adventures. As Hadas notes, the chief difference between the new series of Doctor Who and its classic version is that former and long-term fans of the series are now directly involved in its production, thus complicating Tullouch and Jenkin’s assessment of Doctor Who fans as a “powerless elite” (141). ConclusionThe continuing influence of the nineties New Adventures novels can still be detected in the contemporary series. These novels operate with regard to the themes, preoccupations and styles of storytelling that this range pioneered within the Doctor Who franchise, and which developed directly out of its innovative and unusual strategy of giving official sanction and editorial support to typically obscured and subcultural modes of fan writing. The reductive and exclusionary question of canon can be avoided when considering the above novels. These transmedia productions are important to the evolution and development of the media franchise as a whole. In this respect, the Virgin New Adventures operate as their own distinctive, legitimate and influential "period" within Doctor Who, demonstrating the creative potential of an approach to transmedia storytelling that deemphasises strict hierarchies of content and control and can readily include the contributions of fan producers.ReferencesBishop, David. “Four Writers, One Discussion: Andy Lane, Paul Cornell, Steven Moffat and David Bishop.” Time Space Visualiser 43 (March 1995). 1 Nov. 2018 <http://doctorwho.org.nz/archive/tsv43/onediscussion.html>.Booth, Paul. “Periodising Doctor Who.” Science Fiction Film and Television 7.2 (2014). 195-215.Britton, Piers D. TARDISbound: Navigating the Universes of Doctor Who. London: I.B. Tauris and Company, 2011.Coppa, Francesca. “A Brief History of Media Fandom.” Fan Fiction and Fan Communities in the Age of the Internet. Eds. Karen Hellekson and Kristina Busse. Jefferson NC: McFarland and Company, 2009. 41-59.Cornell, Paul. “Canonicity in Doctor Who”. PaulConell.com. 10 Feb. 2007. 30 Nov. 2018 <https://www.paulcornell.com/2007/02/canonicity-in-doctor-who/>.Doctor Who. British Broadcasting Corporation, 1965 to present.Flegal, Monica, and Jenny Roth. “Writing a New Text: the Role of Cyberculture in Fanfiction Writers’ Transition to ‘Legitimate’ Publishing.” Contemporary Women’s Writing 10.2 (2016): 253-270.Gulyas, Aaron. “Don’t Call It a Comeback.” Doctor Who in Time and Space: Essays on Themes, Characters, History and Fandom, 1963-2012. Ed. Donald E. Palumbo and C.W. Sullivan. Jefferson NC: McFarland and Company, 2013. 44-63.Guynes, Sean. “Publishing the New Jedi Order: Media Industries Collaboration and the Franchise Novel.” Star Wars and the History of Transmedia Storytelling. Eds. Sean Guynes and Dan Hassler-Forest. Amsterdam: Amsterdam UP, 2017. 143-154.Hadas, Leora. “Running the Asylum? Doctor Who’s Ascended Fan-Showrunners.” Deletion. 23 June 2014. 30 Nov. 2018 <http://www.deletionscifi.org/episodes/episode-5/running-asylum-doctor-whos-ascended-fan-showrunners/>.Haslop, Craig. “Bringing Doctor Who Back for the Masses: Regenerating Cult, Commodifying Class.” Science Fiction Film and Television 9.2 (2016): 209-297.Hills, Matt. “From Transmedia Storytelling to Transmedia Experience: Star Wars Celebration as a Crossover/Hierarchical Space.” Star Wars and the History of Transmedia Storytelling. Eds. Sean Guynes and Dan Hassler-Forest. Amsterdam: Amsterdam UP, 2017. 213-224.Jenkins III, Henry. Textual Poachers: Television Fans and Participatory Culture. New York: Routledge. 1992.———. Convergence Culture: Where Old and New Media Collide. New York: New York UP, 2006.———. “Transmedia Storytelling 101.” Confessions of an Aca-Fan. 22 Mar. 2007. 30 Nov. 2018 <http://henryjenkins.org/blog/2007/03/transmedia_storytelling_101.html>.———. “Transmedia Storytelling 202: Further Reflections.” Confessions of an Aca-Fan. 1 Aug. 2011. 30 Nov. 2018 <http://henryjenkins.org/blog/2011/08/defining_transmedia_further_re.html>.McKee, Alan. "How to Tell the Difference between Production and Consumption: A Case Study in Doctor Who Fandom." Cult Television. Eds. Sara Gwenllian-Jones and Richard M. Pearson. University of Minnesota Press, Minneapolis, 2004: 167-186.———. “Interview with Kate Orman: Dr Who Author.” Continuum 19.1 (2005): 127-139. McNaughton, Douglas. “Regeneration of a Brand: The Fan Audience and the 2005 Doctor Who Revival.” Ruminations, Peregrinations, and Regenerations: A Critical Approach to Doctor Who. Ed. Christopher J. Hansen. Newcastle upon Tyne: Cambridge Scholars Publishing, 2010. 192-208.Perryman, Neil. “Doctor Who and the Convergence of Media: A Case Study in ‘Transmedia Storytelling’.” Convergence: The International Journal of Research into New Media Technologies 14.1 (2008): 21-39.Pillai, Nicolas. “’What Am I Looking at, Mulder?’ Licensed Comics and the Freedoms of Transmedia Storytelling.” Science Fiction Film and Television 6.1 (2013): 101-117.Porter, Lynnette. The Doctor Who Franchise: American Influence, Fan Culture, and the Spinoffs. Jefferson NC: McFarland and Company, 2018.Procter, William, and Matthew Freeman. “’The First Step into a Smaller World’: The Transmedia Economy of Star Wars.” Revisiting Imaginary Worlds: A Subcreation Studies Anthology. Ed. Mark J.P. Wolf. New York: Routledge. 2016. 223-245.Stein, Louisa, and Kristina Busse. “Limit Play: Fan Authorship between Source Text, Intertext, and Context.” Popular Communication 7.4 (2009): 192-207.Tullouch, John, and Henry Jenkins III. Science Fiction Audiences: Watching Star Trek and Doctor Who. New York: Routledge, 1995.

In the HBO series The Sopranos, Tony and his friends use “prosthetic memories” to anchor their ethnic and criminal identities. Prosthetic memories were theorised by Alison Landsberg in her book Prosthetic Memory: The Transformation of American Remembrance in the Age of Mass Culture. She argues that prosthetic memories are memories acquired through the mass media and do not come from a person’s lived experience in any sense (Landsberg 20). In this article, I will outline how The Sopranos television show and its characters interact with prosthetic memories. Extending Christopher Kocela’s work on The Sopranos and white ethnicities, I will show how characters use prosthetic memories to define their ethnicity while the show itself knowingly plays with this to provide comedic and critical commentary about the influence of gangster stereotypes. According to Landsberg, prosthetic memories are powerful memories of historical events or narratives that an individual was not present for. They are typically formed at the "interface between a personal and historical narrative about the past at an experiential site such as a movie theatre or museum" (2). It is at such a moment that a person can suture themselves into a larger history. Consequently, these memories do not just enhance an individual’s apprehension of a historical event. Rather, they create a deeply felt personal memory of a past event through which they did not live (Landsberg 4). Prosthetic memories are largely made available through the technologies of mass culture such as film, television and experiential places like museums. Their accessibility helps to differentiate them from other cultural strategies for passing on memories to future generations. Other strategies have typically been rooted in the cultural or racial status of an individual (Landsberg 22). In addition, Landsberg asserts that the successfulness of mnemotechnic rituals like the Jewish Passover Seder is dependent on ethnicity (26). Similarly, Walter Benn Michaels concludes that these rituals can only be effective if the individual has “some prior assumption of identity between you and them and this assumption is often racial” (680). Contrastingly, the perpetuation of prosthetic memories through mass media makes them widely accessible across racial lines. According to Landsberg, they are not “naturally- ethnically, racially or biologically- one’s intended inheritance” (26). Prosthetic memories introduce the possibility that memories can be acquired by anyone. The technologies of mass culture make these memories portable and as such, challenges the assumption that memory is “in anyway essential or organically grounded or the private property of a specific ethnic or racial group” (27). In The Sopranos, most characters are third or fourth generation Italian immigrants. Much like for many ‘real’ Italian migrants, time has severed familial connections to their homeland (see Landsberg 49-55). Landsberg suggests that immigrants initially became Americanised in order to escape persecution and being labelled as “other” (51). This meant that ethnically exclusive mnemotechnic rituals were not preserved for subsequent generations of immigrants. In order to sustain an ethnic identity, immigrants (and the characters in The Sopranos) have been forced to turn to more accessible tools like prosthetic memories. Christopher Kocela’s analysis of Italian-Americanness in The Sopranos, argues that characters maintain an Italian American ethnicity while still racially identifying as white. According to Colin Webster “white ethnicity” can be best exemplified through the long tradition of European immigration to America (295). With the influx of immigrants, there was a codification of the idea that “some whites are ‘whiter’ than others” (Webster 297). European working-class immigrants struggled to be afforded the same white “privileges” and membership to the white race. Instead, they were defined as being members of “other” white ethnicities. Roediger argued that such a denial of whiteness pushed European immigrants to insist on their own whiteness by defining themselves against other ethnic minorities like African Americans (8). Between 1890 and 1945, eventual assimilation saw white ethnicities become “fully white” (Roediger 8). Webster argues that: “In this sense, whiteness is nearly always salvageable in a way that black, Mexican, Asian, and Native American ethnicity is not (sic)” (Webster 297). In a similar vein, Kocela suggests that the assimilated characters in The Sopranos benefit from their white racial status while still maintaining an Italian ethnicity. This celebration of ethnic difference by Tony and his friends can serve as a smokescreen for the silent maintenance of whiteness (Kocela 14). Kocela suggests that the show critiques these types of responses that characters have to their ethnicity, stating that "we do not learn from The Sopranos the language of ethnic sons deprived of their Italian godfathers, but the language of racial misrecognition spoken by sons whose lost white fathers were never really their own" (16).Kocela’s article provides a useful discussion about the relationship that characters in The Sopranos have with their ethnicity. This article extends this discussion by showing how prosthetic memories and characters’ understanding of mass media are a crucial element in how such ethnic identities are formed. This will lead to a discussion about how The Sopranos comments on and treats these adopted stereotypes. “What do poor Italian-immigrants have to do with you?”: How Characters Interact with Prosthetic MemoriesCharacters in The Sopranos heavily rely upon stereotypes from gangster films to perform their version of Italian Americanness. A reliance on prosthetic memories from such films leads to the manifestation of violence being intertwined with the characters’ ethnic identities. Brian Faucette has discussed the inherent link between violence and gangster films from the 1930s-60s. He claims that “it was violence that enabled the upward mobility of these figures” (76). It is almost impossible to separate violence from the gangster films referenced in The Sopranos. As such, violence becomes part of the ritualistic ways prosthetic memories are created. This is evident in the pilot episode of The Sopranos when Christopher performs his first hit (kill). In the scene, he shoots rival gang member, Emil, in the back of the head at Satriales Pork Store. Before the hit, the pair are standing close together in front of a pinboard collage of “classic” Italian movie gangsters. As they both walk away in opposite directions the camera pulls out diagonally to follow Christopher. Throughout the duration of the shot, the collage is always placed behind Christopher. Finally, when the pan stops, Christopher is positioned in the foreground, with the collage behind him to the right. The placement of the collage gives it a front row seat to the ensuing murder while serving as a kind of script for it. It is not enough for Christopher to simply kill Emil, rather it is important that it is done in the presence of his idols in order to ensure his enhanced identification with them. Moreover, for Christopher, being an Italian American gangster and violence are inseparable. He must perform acts of extreme violence in order to suture himself into a larger, stereotypical narrative, that equates Italian-Americanness with the mafia. Through Landsberg’s theory, it is possible to see the intertwined relationship between performances of Italian-Americanness and violence. To enact their version of Italian-Americanism, characters follow the script of masculine-violence inherent to gangster films. As well as tools to perform Italian American identities, prosthetic memories can be used by characters to deny their whiteness. Kocela argues that Tony can deny or affirm his whiteness, depending on the situation. According to Kocela, Tony’s economic success is intrinsically linked to his racial status as a white man (16). However, this is not a view shared by characters in the show. In the episode From Where to Eternity Dr. Melfi asks Tony how he justifies his criminal lifestyle: Tony: When America opened the floodgates and let all us Italians in, what do you think they were doing it for? ... The Carnegies and the Rockefellers, they needed worker bees and there we were. But some of us didn't want to swarm around their hive and lose who we were. We wanted to stay Italian and preserve the things that meant something to us: honor, and family, and loyalty. ... Now we weren't educated like the Americans, but we had the balls to take what we wanted. And those other fucks, the J.P. Morgans, they were crooks and killers too, but that was the business, right? The American way.Dr. Melfi: That might all be true. But what do poor Italian immigrants have to do with you and what happens every morning when you step out of bed?Kocela describes Tony’s response as a “textbook recitation of the two-family myth of Italian-American identity in which criminal activities are justified in a need to resist assimilation” (28). It is evident that for Tony, being Italian American is defined by being ethnically different. To admit that whiteness contributes to his economic success would undermine the justification he gives for his criminal lifestyle and his self-perceived status as an Italian American. Despite this, Melfi’s statement rings true. The experience of “poor Italian immigrants” does not affect Tony’s daily lifestyle. Characters in The Sopranos do not face the same oppression and discrimination as first-generation migrants (Kocela 28). After decades of assimilation, Tony and his friends turn to the narratives of discrimination and ethnic difference present in gangster films. This is exemplified through Tony’s identification with Vito Corleone from The Godfather. Vito exemplifies Tony’s notion of Italian Americanism. He was a poor immigrant that turned to criminality to protect the Italian-American community and their way of life. Vito is also connected to Italy in a way that Tony admires. When Paulie asks Tony what his favourite scene from The Godfather is he responds with: Don Ciccio’s Villa, when Vito goes back to Sicily, the crickets, the great old house. Maybe it’s because I’m going over there, ya know? Gangster films and representations of Italian-Americanness often deliberately differentiate Italian families from “regular” white people (D’Acierno 566). According to D’Acierno, gangster narratives often involve two types of Italian families, one that has been left powerless by its assimilation to American culture and another that has resisted this through organised crime (D’Acierno 567). Tony and his friends tap into these narratives in their attempt to create prosthetic memories that differentiate their ethnicity and ultimately draw attention away from the whiteness which silently benefits them.The “inauthenticity” of these prosthetic memories is probably most pronounced in the episode Commendatori when Tony, Christopher and Paulie visit Italy. The trip shatters the expectations that the characters had of their homeland and sheds light on some of their delusions about what it means to be Italian. Paulie expects to love Italy and be greeted with open arms by the locals. Unfortunately, he dislikes it all because it is too foreign for him. At the banquet, Paulie finds the authentic Italian octopus uneatable and instead orders “spaghetti and gravy.” He is also unable to use the bathrooms because he is so used to American toilets. When at a local café he tries to initiate conversation with some local men using broken Italian. Even though they hear him, the group ignores him. Despite all this Paulie, pretends that it was a great trip:Big Pussy: So how was it?Paulie: Fabulous, I felt right at home… I feel sorry for anyone who hasn’t been … especially any Italian. The prosthetic memories that defined these characters’ perceptions of Italy are based on the American media’s portrayal of Italy. Commendatori thus exposes the differences between what is “authentically Italian” and the prosthetic memories about Italy generated by American gangster films. By the end of the episode it has become clear that these “inauthentic” prosthetic memories have forged an entirely different, hybrid ethnic identity.“Louis Brasi sleeps with the fishes”: How The Sopranos Treats Prosthetic MemoriesIntertextuality is an important way through which the audience can understand how The Sopranos treats prosthetic memories. The prosthetic memories generated by characters in The Sopranos are heavily based on stereotypes of Italian Americans. Papaleo states that the Italian stereotype is “composed of overreactions: after bowing, smiling and being funny, the Italian loses control” (93). Mafia films are crucial in defining the identity of Tony and his friends, and David Pattie suggests that they are a “symbolic framework within which Tony, Paulie, Christopher and Silvio attempt to find meaning and justification for their lives” (137). In a similar way, the audience is invited to use these same films as a frame for watching The Sopranos itself. Mafia stereotypes are one of the dominant ways that depict Italian Americans on screen. According to Larke-Walsh, this has perpetuated the belief that crime and Italian-Americanness are synonymous with each other (226). The show is obsessively referential and relies on the viewer’s knowledge of these films for much of its effect. Pattie describes how such use of intertextuality can be explained: "[there are] two ways of looking at self-referential programs: one in which readings of other media texts can be contained first of all within the film or program in which they occur; and a more covert type of referential work, which relies almost exclusively on the audience’s detailed, constantly-updated cultural intelligence" (137). The Sopranos operates on both levels as references that are simultaneously textual and meta-textual. This is evident through the way the show treats The Godfather films. They are by far the most frequently mentioned ones (Golden 95). According to Chris Messenger, the central link between the two is the acknowledgement that “America itself has been totally colonised by The Godfather” (Messenger 95). The Godfather is an urtext that frames how audiences are invited to view the show. As such, The Sopranos invites the viewer to use the Godfather as a lens to uncover extra layers of meaning. For example, The Sopranos uses the misguided ways in which its characters have taken on stereotypes from The Godfather as a source of humour. The series plays on the fact that characters will allow prosthetic memories derived from gangster films to dictate their behaviour. In the pilot episode, Christopher calls “Big Pussy” Bonpensiero to help him dispose of a body. Christopher informs Pussy that it’s his plan to leave the body at a garbage stop to be discovered by the rival Czechoslovakians. Christopher hoped this would emulate the “Luca Brasi situation” from The Godfather and intimidate the Czechoslovakians. When he explains this to Pussy, they have the following exchange. Pussy: The Kolar uncle is gonna find a kid dead on one of his bins and get on our fuckin’ business… no way!Christopher: Louis Brasi sleeps with the fishes.Pussy: Luca Brasi… Luca! There are differences Christopher… okay… from the Luca Brasi situation and this. Look, the Kolar’s know a kid is dead, it hardens their position... plus now the cops are lookin’ for a fuckin’ murderer!To members of the audience who are familiar with The Godfather, it immediately becomes clear that Christopher is comically misguided. In the Godfather, Luca Brasi was murdered because he was caught trying to infiltrate a powerful rival organisation. Fish wrapped in his bullet-proof vest were then sent back to the Corleones in order to notify them that their plan had been foiled (“Luca Brasi sleeps with the fishes”). The “Luca Brasi situation” was a calculated and strategic move whereas Christopher’s situation amounts to a seemingly random, unauthorised killing. This sequence in The Sopranos uses this comparison for comedic effect and plays on the stereotype that all Italian Americans are mafioso and that all mafia behaviour is interchangeable. The symbolic language of the “Luca Brasi” scene is contrasted with explicit shots of a slumped, lifeless body. These shots are a source of macabre humour. The audience is invited to laugh at the contrast between the subtle, thoughtful nature of the Luca Brasi situation and the brash violence of Christopher’s own predicament. Through this comedic situation, The Sopranos critiques Christopher’s aspiration to be a godfather-esque gangster by showing his incompetence. Christopher’s misreading of the situation is further emphasised by his mistakenly referring to Luca Brasi as “Louis”. After Pussy says: “There are differences… from the Luca Brasi situation and this”, the dialogue pauses and the scene cuts to an immediate close up of Emil’s body falling to the side. This illustrates that part of the joke is that characters are willing to allow prosthetic memories derived from gangster films to dictate their behaviour, no matter how inappropriate. Therefore, Christopher is willing to refer to a scene from the Godfather that fails to account for the context of a situation without even consulting the knowledge of Big Pussy. This leads to a larger critique of the ways in which films like The Godfather are presented as a script for all Italian Americans to follow. Nevertheless, The Sopranos still has a role in perpetuating these same stereotypes. Tomasulo has argued that "despite its use of postclassical generic, narrative aesthetic devices, and its creation by an Italian American, The Sopranos relies heavily on demeaning tropes of ethnicity, class, sexuality and gender" (206). This results in a perpetuation of negative stereotypes about working class Italian Americans that affirm old Hollywood clichés. While The Sopranos has tried to transcend this through complex characterisation, irony and universalisation, Tomasulo asserts that most audiences “take The Sopranos as straight - that is a raw unvarnished anthropology of Americans of Italian descent” (206). The origin of characters’ anti-social personalities seems to stem directly from their ethnicity and their being Italian appears to constitute an explanation for their behaviour. In his article Kocela discusses the complicated relationship that characters have with their white ethnicity. Through an application of Landsberg’s theory it is possible to understand how these ethnicities are initially formed and how they continue to circulate. In response to assimilation, characters in The Sopranos have turned to mass media to generate prosthetic memories of their ethnic heritage. These memories generally originate in classic gangster films. They are used by characters in The Sopranos to deny their whiteness and justify their criminality. The Sopranos itself comments on the complex ways that characters interpret gangster film stereotypes for both comedic and critical commentary. In the epilogue of her book, Landsberg asks: “How can we be sure the politics inspired by prosthetic memories are progressive and ethical?” Prosthetic memories generated by gangster texts are almost inherently problematic. Scholars have criticised the hyper-aggressive masculinity and regressive gender roles that are rampant throughout the genre (Larke-Walsh 226). For Tony and his friends, these problematic gender politics have helped justify their criminal lifestyle and valorised violence as part of ethnic performance. Similarly, these stereotypes are not always circulated critically and are at times perpetuated for audience enjoyment. AcknowledgmentI would like to express my gratitude to Dr. Michelle Phillipov for providing constructive feedback on earlier drafts. References“Commendatori.” The Sopranos: The Complete Second Season. Writ. David Chase. Dir. Tim Van Patten. HBO, 2000. DVD.Coppola, Francis, and Mario Puzo. The Godfather. Hollywood, CA: Paramount Home Video, 1972.“D-Girl.” The Sopranos: The Complete Second Season. Writ. Todd A. Kessler. Dir. Allen Coulter. HBO, 2000. DVD.D'Acierno, Pellegrino. “Cinema Paradiso.” The Italian American Heritage: A Companion to Literature and Arts. New York: Garland, 1999. 563-690.Faucette, Brian. "Interrogations of Masculinity: Violence and the Retro-Gangster Cycle of the 60s." Atenea 28.1 (2008): 75-85.“From Where to Eternity.” The Sopranos: The Complete Second Season. Writ. Michael Imperioli. Dir. Henry Bronchtein. HBO, 2000. DVD. Golden, Cameron. "You're Annette Bening? Dreams and Hollywood Subtext in The Sopranos." Lavery, David. Reading The Sopranos: Hit TV from H.B.O. London: I.B. Tauris, 2006. 91-103.Kocela, Christopher. "Unmade Men: The Sopranos after Whiteness." Postmodern Culture 15.2 (2005). <http://pmc.iath.virginia.edu/issue.105/15.2kocela.html>.Landsberg, Alison. Prosthetic Memories: The Transformation of American Rememberance in the Age of Mass Culture. New York: Columbia University Press, 2004.Messenger, Christopher. Godfather and American Culture: How the Corleones Became Our Gang. New York: State University of New York Press, 2002.Michaels, Walter Ben. "Race into Culture: A Critical Geneology of Cultural Identity." Critical Inquiry 18.4 (1992): 655-85.Larke-Walsh, George. Screening the Mafia: Masculinity, Ethnicity and Mobsters from The Godfather to The Sopranos. Jefferson: McFarland, 2010.Papaleo, Joseph. "Ethnic Images and Ethnic Fate: The Media Image of Italian Americans." Ethnic Images in American Film and Television (1978): 44-95.Pattie, David. "Mobbed Up: The Sopranos and the Modern Gangster Film." Lavery, David. This Thing of Ours: Investigating The Sopranos. New York: Wallflower Press, 2002. 137-152.Roediger, D.R. The Wages of Whiteness: Race and the Making of the American Working Class. London: Verso, 2007. Thorburn, D. "The Sopranos." In The Essential H.B.O Reader, eds. G. Edgerton and J. Jones. Lexington: University of Kentucky Press, 2008. 61-70.Tomasulo, Frank. "The Guinea as Tragic Hero: The Complex Representation of Italian Americans." In The Essential Sopranos Reader, eds. David Lavery, Douglas Howard, and Paul Levinson. Kentucky: University Press of Kentucky, 2011. 196-207.“The Sopranos.” The Sopranos: The Complete First Season. Writ. David Chase. Dir. David Chase. HBO, 1999. DVD. “Walk like a Man.” The Sopranos: The Complete Sixth Season. Writ. Terence Winter. Dir. Terence Winter. HBO, 2007. DVD. Webster, Colin. "Marginalized White Ethnicity, Race and Crime." Theoretical Criminology 12 (2008): 293-312.

It happened 27 years ago, in the autumn of 1990, but I remember it as if it were yesterday. Having set apart some of the cash I’d been given for my seventeenth birthday, I caught a train into the city with only one thing in mind: buying a copy of the newly-released book The Secret Diary of Laura Palmer. Having breathlessly devoured the eight-episode first season of Twin Peaks as it was broadcast on BBC2 from 23 October until 11 December 1990 (BBC), acquiring a copy of the “actual” diary that potentially held vital clues to the series’ central mystery—who killed Laura Palmer?—offered a temptation impossible for any fan to resist.Somewhat predictably, the actual rewards proved rather limited: while the diary’s contents certainly fleshed out Laura Palmer’s background and inner life as a character, thereby laying some of the groundwork for the prequel film Twin Peaks: Fire Walk with Me (1992), plot spoilers were carefully avoided by skipping over crucial entries with several blank pages marked as “page missing.” Thus, eager fans were simultaneously granted advance insight into future narrative developments while also being denied answers to key questions. Similarly, the publication of franchise novels The Autobiography of F.B.I. Special Agent Dale Cooper: My Life, My Tapes (1991) and Welcome to Twin Peaks: Access Guide to the Town (1991), as well as the audio cassette tape “Diane…” The Twin Peaks Tapes of Agent Cooper (1990), added further background and depth to the TV series’ ongoing storyworld by offering more details about characters, locations, and back story. Most crucially, these transmedia expansions in many ways foreshadowed the larger development of 21st-century transmedia serialisation practices.When American premium cable channel Showtime finally returned fans to the world of Twin Peaks in an 18-episode weekly series airing from 21 May to 3 September 2017, the franchise promised to revive the characters, locations, and mythology so fondly remembered by the show’s original viewers, as well as the later generations who had discovered Twin Peaks via reruns, VHS recordings, DVD and Blu-ray discs, or video streaming services. Identified variously as Twin Peaks: The Return, Twin Peaks: Season Three, and Twin Peaks: A Limited Event Series, the new series (hereafter Twin Peaks 2017) appeared in a media-industrial context where the revival of nostalgic television favourites has become fashionable and lucrative.In a hyper-competitive marketplace where many platforms are frantically vying for audience attention and engagement, reviving existing storyworlds with dedicated fan cultures offers an obvious advantage and competitive edge (Weinstock 14–16). At the same time, Twin Peaks seemed especially appropriate to revisit, having been singled out so often as an early paradigm for the 21st century’s alleged “Golden Age of Television” (Telotte 64). As a spectacularly short-lived pop-culture phenomenon, Twin Peaks quickly became a jealously guarded cult favourite watched over by a dedicated global fandom. Yet, its influence on 21st century television culture is often explained by the series’ combination of long-form storytelling and cinematic style with a complex and ever-expanding mythological deep structure, alongside its then-unusual emphasis on television authorship in the figure of auteurist film director David Lynch.However, more specifically related to the theme of this special issue, Twin Peaks has repeatedly adopted transmedia forms for serialised storytelling and world-building in ways that build upon the franchise’s own cultural legacy while also embracing contemporary media-industrial practices. While relatively limited in terms of the number of media texts, these practices illustrate the rich potential for the transmedia expansion of franchises that exist primarily within a single medium. In order to map out the key transmedia connections within this rich and surprisingly diverse franchise, I will first offer a few terms that help distinguish basic forms of transmedia multitexts (Parody 210–218) from each other, before moving on to a more detailed analysis of the transmedia forms that have come to surround, enhance, and enrich Twin Peaks 2017.Transmedia Models In his essay “Transmediality and the Politics of Adaptation,” Jens Eder develops a basic typology of transmedia multitexts (or “constellations”) that provides a helpful entrance for this discussion. While Henry Jenkins’ oft-cited but rather broadly worded description of transmedia storytelling gave media scholars a provocative starting point (97–98), it also clearly exaggerated the degree of organised and consistent cross-platform development of fictional storyworlds. Eder’s model adds a much-needed emphasis on the hierarchical structures that we inevitably encounter both within the various transmedia multitexts, and in the industries and audiences that engage with them. Eder’s typology distinguishes between four basic models (75–77).The form of transmedia storytelling that Jenkins foregrounded in Convergence Culture, with The Matrix (1999) as his primary example, constitutes what Eder’s essay describes as integration: the various media texts form a single and more or less coherent narrative whole, with each medium making the most of its medium-specific qualities and affordances. While this model is frequently cited as a kind of ideal or even default definition of transmedia storytelling, it is important to note that it is also fairly rare, as it requires a staggering amount of planning and coordination. Far more common is the expansion model, in which one primary media text (often referred to as the “mothership”) is expanded via a range of “satellite texts.” Most commonly, the mothership would be a costly, labour-intensive, and high-profile mass media production, like a feature film, television series, or AAA video game, while the expansions are much less expensive and clearly secondary texts that function simultaneously as world-building expansions and as entrance points to the franchise. A third model is the participation strategy, in which audience activity is integrated into the production cycle, as with game shows where audiences use apps, websites, or other satellite media to vote on or otherwise affect the ongoing narrative. Finally, multiple exploitation indicates a form of multitext in which a theoretically limitless number of transmedia texts exist alongside each other, without depending on any of the others to create meaning—for which a predominantly non-narrative transmedia brand like Hello Kitty may come to mind as an example.Clearly, these four paradigms are neither exhaustive nor mutually exclusive. But they do help to emphasise not only the diverse forms transmedia multitexts can take, but also that each of these is thoroughly embedded within media-industrial practices. Thus, Eder’s typology helpfully foregrounds the inherent connections between transmedia as a narrative form—transmedia storytelling—and the political economy in which it circulates—transmedia franchising (see Johnson). In the case of Twin Peaks 2017, the forms of transmedia expansion that were pioneered alongside the original series effectively combine transmedia storytelling forms with contemporary industrial practices and digital fandom (Booth 25).The production practices of the television industry at the time Twin Peaks 2017 was broadcast are defined in the first place by their transitional character. Since the early 2010s, both television networks and cable channels like Showtime face growing pressure from industrial “disruptors” like Netflix, Hulu, and Amazon, which offer increasingly competitive video-on-demand (VOD) services (Lotz 132–133). Besides the obvious advantages of accessibility, mobility, and individual control, a key innovation that many of these VOD services have embraced is the “full-drop season” (Mittell 41), which does away with the traditional week-long wait between episodes. Taken alongside the long-term decline of traditional television audiences, the rise of cable-cutting and other digital entertainment alternatives, and the ongoing growth of what Chuck Tryon has dubbed “on-demand culture” (5), broadcasters embedded within television’s traditional industrial framework are forced to innovate in order to attract sufficient advertisers and/or subscribers.Within this hyper-competitive media environment, traditional television networks have been using cross-platform strategies to lure viewers back to weekly programming. In her analysis of the transmedia campaign surrounding the niche-marketed breakout TV hit Glee, Valerie Wee showed how the clever combination of licensed Twitter accounts and carefully timed releases of musical tracks via Apple’s iTunes Store helped Fox transform the weekly episodes into minor media events (7–8). While social media and other new digital services are generally seen as obvious competitors with traditional media platforms like network television, Wee’s analysis of Glee’s innovative use of transmedia practices shows that they can also be used to increase viewers’ engagement with weekly broadcasts.Twin Peaks 2017: The NovelsAs a more recent high-profile television production designed to be a media phenomenon for the cultural elite, Twin Peaks 2017 used similar methods to facilitate what Matt Hills has described as “just-in-time fandom”: a carefully regulated form of fan culture in which the most invested viewers are constantly forced to keep up with shifting production and distribution practices in order to stay abreast of the cultural conversation (140–141). For Twin Peaks 2017, this involved not only the meticulous synchronisation of digital music releases, but also the publication of two separate novels that elegantly bookended the new season’s broadcast.The first of these books, The Secret History of Twin Peaks, was published in October 2016, a good six months ahead of the new season’s premiere. Rather than introducing any of the third season’s new characters or filling in the blanks between the original series and the revival, the book instead expanded the storyworld in the opposite direction. Presented as an elaborate collection of annotated historical records, The Secret History of Twin Peaks begins with facsimiles of “historical documents” dating back to the early 19th century, before proceeding to map out a wide-ranging mythological superstructure for the franchise that spans two centuries of American history. Both foreshadowing the third season’s more expansive narrative framework and embellishing the franchise’s mythological superstructure, the book gave readers new information about the organisation of Twin Peaks’ storyworld without even hinting at the new season’s plot. Meanwhile, the simultaneous release of the audiobook featured the voices of several original cast members, thereby both authorising this transmedia expansion as consistent with the existing franchise and playing into the nostalgia that inevitably fuels most viewers’ interest in these television revivals.Almost a year later, and a mere six weeks after the final two episodes had been broadcast, the book’s companion volume Twin Peaks: The Final Dossier (2017) was published. Similar in form but also shorter and less ambitious in narrative scope and graphic design, this second novel consisted of a collection of written FBI files on all major characters. These files, diegetically written and compiled by third-season newcomer Special Agent Tammy Preston, give plentiful background information on events preceding the third season, as well as providing some obvious hints about its enigmatic finale. Taken together, the two books perfectly match Eder’s “expansion” model: they not only expand and enrich the existing storyworld through transmedia storytelling, but they do so in such a way that the contents are carefully synchronised with the release of a serialised television event. The first book broadened the mythological framework while providing a more elaborate history for the storyworld, but did so without “spoiling” narrative developments in the third season, or providing essential information that would disadvantage more casual viewers. In this sense, its obvious similarity to The Secret Diary of Laura Palmer also added further layers of nostalgia for forensic fans eager to re-immerse themselves in the Twin Peaks storyworld (Mittell 43).At the same time, the books also provided a convenient way to resolve a longstanding tension within Twin Peaks authorship (Abbott 175–176). While director David Lynch has most commonly been singled out as the defining “visionary” behind the franchise and its appeal, his co-writer Mark Frost has somewhat uncomfortably shared the credit for the series. Therefore, as Twitter campaigns and online fan activism demonstrated all too clearly that Lynch was indeed the single most vital ingredient for a return to Twin Peaks, the two books gave Frost an avenue to express his own claim to authorship in ways that were emphatically his. The occasional public interviews and other paratexts clearly illustrated this practical division of authorial labour, with Lynch commenting at one point that he hadn’t even read The Secret History of Twin Peaks, noting en passant that the book represents his (i.e. Frost’s) history of Twin Peaks—while the episodes are, by implication, primarily Lynch’s (Hibberd).While it is obviously quite possible to read both books after (or before, or during) one’s first viewing of Twin Peaks 2017, the books’ narrative contents and their publication dates were clearly synchronised with Showtime’s broadcast schedule in ways that enhance its serialised structure. As a franchise that has embellished the (more or less) linear narrative movement of its television “mothership” with transmedia expansions largely dedicated to the series’ pre-history, the novels bookending Twin Peaks 2017 underline the revival’s “event-ness” while also acknowledging and respecting the franchise’s spoiler-averse fan culture. For just as the almost comically oblique series promos reassured fans about the revival’s authenticity while refusing to give even the slightest indication of what would happen, the first novel offered a deep dive into the storyworld’s mythology without hinting at what lay ahead. By the same token, the second book offered forensic fans a post-broadcast coda with great narrative closure, while Frost’s ambiguous status as an author left them free to speculate about alternative meanings. Both novels thereby functioned as expansions that supported Showtime’s broadcast of weekly episodes through cross-platform transmedia serialisation.Twin Peaks 2017: The SoundtracksSimilarly, the release schedule of two soundtrack albums playfully participated in the strategy of encouraging fan speculation in response to Showtime’s weekly broadcast schedule. The two soundtracks did this in different ways, and for slightly different reasons. One album contained the instrumental score, while the other was filled with tracks by a wide variety of popular artists. For both albums, the track list was kept secret until the release date, which closely followed the final episode’s broadcast. However, fans who pre-ordered either of these albums via Apple’s iTunes Music Store would see new tracks become available on a week-by-week basis just after a new episode had aired. For the instrumental soundtrack, keeping the track list secret served a clear purpose with regard to spoiler culture: for instance, while actor Carel Struycken is a familiar face from the original two seasons, his appearance in the opening scene of Twin Peaks 2017 is decidedly ambiguous, and his character’s name is pointedly referred to in the episode’s end credits as a series of seven question marks. The explicit suggestion that this iconic actor’s return represented a new mystery strongly encouraged fan speculation, while teasing a reveal that may or may not be forthcoming as the series progressed.The question in this case was answered by the incremental release of the soundtrack album long before it was confirmed within the text of the series proper: the character’s second appearance, in episode eight, was again followed by end credits that identified him only with question marks. But the day after, a new track “The Fireman” became available to those who had pre-ordered the digital soundtrack. Forensic fans within online communities like welcometotwinpeaks.com and the Twin Peaks wiki were quick to decode the seven question marks as representing the seven letters of the word “Fireman”—and from there on, to theorise that his function within the franchise’s mythology must be to help combat the evil associated with fire (as expressed throughout the franchise with the phrase “Fire Walk With Me”). And indeed, these fan theories were validated after the character’s third appearance, in episode 14, where the end credits identified him definitively as “The Fireman.”For the other soundtrack album, containing vocal performances of tracks featured in the series, a similar release strategy further encouraged online engagement and just-in-time fandom. One of the ways in which Twin Peaks 2017 departed from the original series was the novelty of ending most episodes with a live performance at the Twin Peaks Roadhouse by a contemporary musical act. While several of the names had been surmised from the cast list that was circulated widely amongst fans months before the series premiered, it remained unknown at what point in the series any given artist would appear, and in what capacity. Thus, the appearance of high-profile artists like Nine Inch Nails and Eddie Vedder could be experienced as a legitimate surprise, while fans were also rewarded for their weekly engagement with access to the song the day after its appearance via its addition to the pre-ordered album tracks. Thus, in both cases, the soundtrack release strategy gave forensic fans another level of engagement with the series that benefited both Showtime’s industrial practice of weekly broadcasts and the digital sales of non-narrative franchise expansions as another form or transmedia serialisation.ConclusionWhile Twin Peaks has been understandably celebrated (and criticised) for its divergence from television conventions, the new series also serves as a helpful and vivid case study for industrial practices of transmedia serialisation. Following the innovative ways in which the original series expanded its storyworld between seasons through transmedia expansions, Twin Peaks 2017 adapted these practices for its own media-industrial context. The accompanying books and soundtracks strongly emphasised the new series’ “eventness,” while at the same time contributing to the season’s serialised structure. The first novel, preceding the third season, prepared forensic fans for the new series’ elaboration of the storyworld’s mythology, while the second, appearing right after the finale, tied up narrative loose ends and clarified the plot. Meanwhile, the soundtracks’ incremental digital releases encouraged fan speculation, while also rewarding viewers for watching the episodes as they were being broadcast. Thus, to quote the Fireman’s cryptic instruction from the first episode, Twin Peaks 2017 managed to kill two birds with one stone by using transmedia serialisation to combine digital fandom and on-demand culture with traditional broadcast schedules.ReferencesAbbott, Stacey. “‘Doing Weird Things for the Sake of Being Weird’: Directing Twin Peaks.” Return to Twin Peaks. Eds. Jeffrey Andrew Weinstock and Catherine Spooner. Basingstoke: Palgrave Macmillan, 2016. 175–191.BBC. “BBC Genome Project.” <http://genome.ch.bbc.co.uk>.Booth, Paul. Digital Fandom 2.0. New York: Peter Lang, 2016.Eder, Jens. “Transmediality and the Politics of Adaptation.” The Politics of Adaptation: Media Convergence and Ideology. Eds. Dan Hassler-Forest and Pascal Nicklas. Basingstoke: Palgrave Macmillan, 2015. 66–81.Frost, Mark. The Secret History of Twin Peaks. London: Flatiron Books, 2016.———. Twin Peaks: The Final Dossier. London: Flatiron Books, 2017. Frost, Scott. The Autobiography of F.B.I. Special Agent Dale Cooper: My Life, My Tapes. New York: Simon & Schuster, 1990.Hibberd, James. “Twin Peaks: David Lynch Holds a Weird Press Conference.” Entertainment Weekly 9 Jan 2017. 11 Jan 2018 <http://ew.com/tv/2017/01/09/twin-peaks-david-lynch-press-conference/>.Hills, Matt. Fan Cultures. London: Routledge, 2002.Jenkins, Henry. Convergence Culture: Where Old and New Media Collide. New York: New York UP, 2006.Johnson, Derek. Media Franchising: Creative License and Collaboration in the Culture Industries. New York: New York UP, 2013.Lotz, Amanda D. The Television Will Be Revolutionized. 2nd ed. New York: New York UP, 2014.Lynch, David, Mark Frost, and Richard Saul Wurman. Twin Peaks: An Access Guide to the Town. New York: Pocket Books, 1991.Lynch, Jennifer. The Secret Diary of Laura Palmer. London: Penguin Books, 1990.Mittell, Jason. Complex TV: The Poetics of Contemporary Television Storytelling. New York: New York UP, 2015.Parody, Clare. “Franchising/Adaptation.” Adaptation 4:2 (2011): 210–18.Telotte, J.P. “‘Complementary Verses’: The Science Fiction of Twin Peaks.” Return to Twin Peaks. Eds. Jeffrey Andrew Weinstock and Catherine Spooner. Basingstoke: Palgrave Macmillan, 2016. 161–174.Tryon, Chuck. On-Demand Culture: Digital Delivery and the Future of Movies. 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Penelitian ini merupakan penelitian kuantitatif dengan menggunakan metode deskriptif kausalitas dengan menggambarkan kondisi sebagaimana adanya berdasarkan data yang diperoleh pada saat penelitian pada stockiest Tupperware Jl.Danau Sentarum dan Jl. Sungai jawi kota Pontianak. Dalam penelitian ini, sampel diambil sebanyak 100 responden yang menggunakan produk Tupperware. Teknik analisis data menggunaka analisis Regresi Bertahap (Analisis Jalur/Path Analysis), Analisis jalur tidak hanya menguji pengaruh langsung, tetapi juga menjelaskan tentang ada atau tidaknya pengaruh tidak langsung yang diberikan variabel bebas melalui variabel intervening terhadap variabel terikat.Dari hasil penelitian ini menunjukan bahwa kualitas produk (X1) dan citra merek (X2) tidak berpengaruh signifikan terhadap keputusan pembelian (Y1) produk Tupperware, hal ini berarti H1 dan H2 ditolak. Sedangkan nilai emosional (X3) berpengaruh signifikan terhadap keputusan pembelian (Y1) produk Tupperware, hal ini berarti H3 terbukti (diterima).Berdasarkan hasil pengujian hipotesis, dapat diketahui bahwa citra merek (X2) dan nilai emosional (X3) tidak berpengaruh signifikan terhadap kepuasan konsumen (Y2) produk Tupperware, hal ini berarti H5 dan H6 tidak terbukti (ditolak). Sedangkan kualitas produk (X1) berpengaruh signifikan terhadap kepuasan konsumen (Y2), hal ini berarti H4 terbukti (diterima). Berdasarkan hasil pengujian hipotesis keputusan pembelian (Y1) berpengaruh signifikan terhadap kepuasan konsumen (Y2) produk Tupperware, hal ini berarti H7 terbukti (diterima). Penelitian ini menunjukkan bahwa keputusan pembelian tidak memediasi kualitas produk dan citra merek terhadap kepuasan konsumen dari produk Tupperware. Kata kunci : kualitas produk, citra merek, nilai emosional, keputusan pembelian, kepuasan konsumen.DAFTAR PUSTAKA Aaker, David A (1991), Managing Brand Equity: Capitalizing on the value of Brand Name, Prentice Hill, New York Almaulidta, Suharyono dan Yulianto (2015). “Pengaruh Green Brand Terhadap Keputusan Pembelian dan Kepuasan Konsumen (Survei Pada Mahasiswa Program Strata 1 Fakultas Ilmu Administrasi Universitas Brawijaya yang Menggunakan Produk Elektronik Merek Sony”. Malang Jurnal Administrasi Bisnis Vol. 3, No.1, 2015. Amirullah (2002). Perilaku Konsumen, Cetakan Pertama, Graha Ilmu, Yogyakarta. Anastasia dan Nurendah (2014). “Pengaruh Kualitas Produk dan Citra Merek Terhadap Keputusan Pembelian Konsumen. Bogor: Jurnal Ilmiah Manajemen Kesatuan Vol. 2, No. 2, 2014. Atmaja dan Adiwinata (2013). “Pengaruh Produk, Harga, Lokasi, dan Kualitas Layanan Terhadap Keputusan Pembelian di Kopitiam Oey Surabaya”. Surabaya: Jurnal Hospitality dan Manajemen Jasa Vol. 1, No. 2, 2013. 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Prinsip-Prinsip Pemasaran, jilid 2, edisi ke-8. Penerbit Erlangg, Jakarta.Kotler,Philip dan Kevin Lane Keller (2012). Marketing Management. New Jersey: Pearson Education Limited. Kotler,Philip, dan Gary Armstrong (2012). Principle of Marketing. Upper Sadle River, N.J : Pearson Prentice Hall. Kotler,Philip (2005). Manajemen Pemasaran. Jilid II. Edisi Kesebelas. Alih Bahasa Benyamin Molan. Jakarta : Indeks. Loverlock, Christoper H dan Wright, Lauren K (2007). Manajemen Pemasaran Jasa, Jakarta : Indeks. Panjaitan (2012). “Pengaruh Harga, Kualitas Produk, Tempat dan Kualitas Layanan Terhadap Kepuasan Konsumen (Studi Kasus Pada Restoran Simpang Raya BSD)”. Jakarta : DeReMa Jurnal Manajemen Vol. 7, No. 2, 2012. Priansa. Donni Juni (2017). Perilaku Konsumen Dalam Persaingan Bisnis Kontemporer. Bandung: Alfabeta. Priyanto, Rosa, Syarif (2014). “Pengaruh Personal Selling dan Kualitas Produk Terhadap Keputusan Pembelian”. Bogor: Jurnal Ilmiah Manajemen Kesatuan Vol. 2 No.1, 2014. Rares dan Jorie (2015). “Pengaruh Harga, Promosi, Lokasi, Citra Merek dan Kualitas Produk Terhadap Keputusan Pembelian Konsumen di Toko Bengkel Gaoel Manado Town Square”. Manado: Jurnal EMBA Vol. 3, No. 2, 2015. Rizan dan Anjarestu (2013). “Pengaruh kualitas Produk dan Personal Selling Terhadap Kepusasn Pelanggan Pada Majalah Info Bekasi (Studi Kasus PT.SIBK)”. Bekasi: Jurnal Riset Manajemen Sains Indonesia (JRMSI) Vol.4, No. 1, 2013. Setiadi, Nugroho J (2003). Perilaku Konsumen. Kencana. Jakarta.Stanton, William J (1991), Prinsip Pemasaran, Erlangga. Jakarta.Sugiono (2002). Statistika Untuk Penelitian. Bandung : CV AlfabetaTjiptono, Fandy (2001). Strategi Pemasaran. Edisi Kedua. Cetakan Keenam. Yogyakarta: Penerbit. Andy. Tjiptono, Fandy (2002). Strategi Pemasaran, Edisi Kedua. Penerbit Andi Offset, Yogyakarta. Tjiptono, Fandy (2006). Manajemen Jasa. Jogyakarta : AndiUmar, Husein (2009). Metode Penelitian untuk Skripsi dan Tesis Bisnis. 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In PilsenTwenty-six Station Road,She climbed to the third floorUp stairs which were all that was leftOf the whole house,She opened her doorFull on to the sky,Stood gaping over the edge.For this was the placeThe world ended.Thenshe locked up carefullylest someone stealSiriusor Aldebaranfrom her kitchen,went back downstairsand settled herselfto waitfor the house to rise againand for her husband to rise from the ashesand for her children’s hands and feet to be stuck back in placeIn the morning they found herstill as stone, sparrows pecking her hands.Five Minutes after the Air Raidby Miroslav Holub(Calder 287) Holding Still Detonation. Affect. During the Second World War, London and other European cities were subjected to the terrors of aerial bombardment, rendered through nightmarish anticipations of the bomber (Gollin 7) and the material storm of the real air-raid. The fall of bombs plagued cities and their citizens with the terrible rain of explosives and incendiary weapons. A volatile landscape was formed as the urban environment was ‘unmade’ and urged into violent motion. Flying projectiles of shrapnel, debris and people; avalanches of collapsing factories and houses; the inhale and exhale of compressed air and firestorms; the scream of the explosion. All these composed an incredibly fluid urban traumatic, as atmospheres fell over the cities that was thick with smoke, dust, and ventilated only by terror (see for instance Sebald 10 and Mendieta’s 3 recent commentary). Vast craters were imprinted onto the charred morphologies of London and Berlin as well as Coventry, Hamburg and Dresden. Just as the punctuations of the bombing saw the psychic as well as the material give way, writers portraying Britain as an ‘volcano island’ (Spaight 5) witnessed eruptive projections – the volleys of the material air-war; the emotional signature of charged and bitter reprisals; pain, anguish and vengeance - counter-strikes of affect. In the midst of all of this molten violence and emotion it seems impossible that a simultaneous sense of quiescence could be at all possible. More than mere physical fixity or geographical stasis, a rather different sort of experience could take place. Preceding, during and following the excessive mobilisation of an air raid, ‘stillness’ was often used to describe certain plateuing stretches of time-space which were slowed and even stopped (Anderson 740). Between the eruptions appeared hollows of calm and even boredom. People’s nervous flinching under the reverberation of high-explosive blasts formed part of what Jordan Crandall might call a ‘bodily-inclination’ position. Slackened and taut feelings condensed around people listening out for the oncoming bomber. People found that they prepared for the dreadful wail of the siren, or relaxed in the aftermath of the attack. In these instances, states of tension and apprehension as well as calm and relief formed though stillness. The peculiar experiences of ‘stillness’ articulated in these events open out, I suggest, distinctive ways-of-being which undo our assumptions of perpetually fluid subjectivities and the primacy of the ‘body in motion’ even within the context of unparalleled movement and uncertainty (see Harrison 423 and also Rose and Wylie 477 for theoretical critique). The sorts of “musics of stillness and silence able to be discovered in a world of movement” (Thrift, Still 50), add to our understandings of the material geographies of war and terror (see for instance Graham 63; Gregory and Pred 3), whilst they gesture towards complex material-affective experiences of bodies and spaces. Stillness in this sense, denotes apprehending and anticipating spaces and events in ways that sees the body enveloped within the movement of the environment around it; bobbing along intensities that course their way through it; positioned towards pasts and futures that make themselves felt, and becoming capable of intense forms of experience and thought. These examples illustrate not a shutting down of the body to an inwardly focused position – albeit composed by complex relations and connections – but bodies finely attuned to their exteriors (see Bissell, Animating 277 and Conradson 33). In this paper I draw from a range of oral and written testimony archived at the Imperial War Museum and the Mass Observation wartime regular reports. Edited publications from these collections were also consulted. Detailing the experience of aerial bombing during the Blitz, particularly on London between September 1940 to May 1941, forms part of a wider project concerning the calculative and affective dimensions of the aeroplane’s relationship with the human body, especially through the spaces it has worked to construct (infrastructures such as airports) and destroy. While appearing extraordinary, the examples I use are actually fairly typical of the patternings of experience and the depth and clarity with which they are told. They could be taken to be representative of the population as a whole or coincidentally similar testimonials. Either way, they are couched within a specific cultural historical context of urgency, threat and unparalleled violence.Anticipations The complex material geographies of an air raid reveal the ecological interdependencies of populations and their often urban environments and metabolisms (Coward 419; Davis 3; Graham 63; Gregory The Colonial 19; Hewitt Place 257). Aerial warfare was an address of populations conceived at the register of their bio-rhythmical and metabolic relationship to their milieu (Adey). The Blitz and the subsequent Allied bombing campaign constituted Churchill’s ‘great experiment’ for governments attempting to assess the damage an air raid could inflict upon a population’s nerves and morale (Brittain 77; Gregory In Another 88). An anxious and uncertain landscape constructed before the war, perpetuated by public officials, commentators and members of parliament, saw background affects (Ngai 5) of urgency creating an atmosphere that pressurised and squeezed the population to prepare for the ‘gathering storm’. Attacks upon the atmosphere itself had been readily predicted in the form of threatening gas attacks ready to poison the medium upon which human and animal life depended (Haldane 111; Sloterdijk 41-57). One of the most talked of moments of the Blitz is not necessarily the action but the times of stillness that preceded it. Before and in-between an air raid stillness appears to describe a state rendered somewhere between the lulls and silences of the action and the warnings and the anticipatory feelings of what might happen. In the awaiting bodies, the materialites of silence could be felt as a kind-of-sound and as an atmospheric sense of imminence. At the onset of the first air-raids sound became a signifier of what was on the way (MO 408). Waiting – as both practice and sensation – imparted considerable inertia that went back and forth through time (Jeffrey 956; Massumi, Parables 3). For Geographer Kenneth Hewitt, sound “told of the coming raiders, the nearness of bombs, the plight of loved ones” (When the 16). The enormous social survey of Mass Observation concluded that “fear seems to be linked above all with noise” (original emphasis). As one report found, “It is the siren or the whistle or the explosion or the drone – these are the things that terrify. Fear seems to come to us most of all through our sense of hearing” (MO 378). Yet the power of the siren came not only from its capacity to propagate sound and to alert, but the warning held in its voice of ‘keeping silent’. “Prefacing in a dire prolepsis the post-apocalyptic event before the event”, as Bishop and Phillips (97) put it, the stillness of silence was incredibly virtual in its affects, disclosing - in its lack of life – the lives that would be later taken. Devastation was expected and rehearsed by civilians. Stillness formed a space and body ready to spring into movement – an ‘imminent mobility’ as John Armitage (204) has described it. Perched on the edge of devastation, space-times were felt through a sense of impending doom. Fatalistic yet composed expectations of a bomb heading straight down pervaded the thoughts and feelings of shelter dwellers (MO 253; MO 217). Waves of sound disrupted fragile tempers as they passed through the waiting bodies in the physical language of tensed muscles and gritted teeth (Gaskin 36). Silence helped form bodies inclined-to-attention, particularly sensitive to aural disturbances and vibrations from all around. Walls, floors and objects carried an urban bass-line of warning (Goodman). Stillness was forged through a body readied in advance of the violence these materialities signified. A calm and composed body was not necessarily an immobile body. Civilians who had prepared for the attacks were ready to snap into action - to dutifully wear their gas-mask or escape to shelter. ‘Backgrounds of expectation’ (Thrift, Still 36) were forged through non-too-subtle procedural and sequential movements which opened-out new modes of thinking and feeling. Folding one’s clothes and placing them on the dresser in-readiness; pillows and sheets prepared for a spell in the shelter, these were some of many orderly examples (IWM 14595). In the event of a gas attack air raid precautions instructions advised how to put on a gas mask (ARPD 90-92),i) Hold the breath. ii) Remove headgear and place between the knees. iii) Lift the flap of the haversack [ …] iv) Bring the face-piece towards the face’[…](v) Breathe out and continue to breathe in a normal manner The rational technologies of drill, dressage and operational research enabled poise in the face of an eventual air-raid. Through this ‘logistical-life’ (Reid 17), thought was directed towards simple tasks by minutely described instructions. Stilled LifeThe end of stillness was usually marked by a reactionary ‘flinch’, ‘start’ or ‘jump’. Such reactionary ‘urgent analogs’ (Ngai 94; Tomkins 96) often occurred as a response to sounds and movements that merely broke the tension rather than accurately mimicking an air raid. These atmospheres were brittle and easily disrupted. Cars back-firing and changing gear were often complained about (MO 371), just as bringing people out of the quiescence of sleep was a common effect of air-raids (Kraftl and Horton 509). Disorientation was usually fostered in this process while people found it very difficult to carry out the most simple of tasks. Putting one’s clothes on or even making their way out of the bedroom door became enormously problematic. Sirens awoke a ‘conditioned reflex’ to take cover (MO 364). Long periods of sleep deprivation brought on considerable fatigue and anxiety. ‘Sleep we Must’ wrote journalist Ritchie Calder (252) noticing the invigorating powers of sleep for both urban morale and the bare existence of survival. For other more traumatized members of the population, psychological studies found that the sustained concentration of shelling caused what was named ‘apathy-retreat’ (Harrisson, Living 65). This extreme form of acquiescence saw especially susceptible and vulnerable civilians suffer an overwhelming urge to sleep and to be cared-for ‘as if chronically ill’ (Janis 90). A class and racial politics of quiescent affect was enacted as several members of the population were believed far more liable to ‘give way’ to defeat and dangerous emotions (Brittain 77; Committee of Imperial Defence).In other cases it was only once an air-raid had started that sleep could be found (MO 253). The boredom of waiting could gather in its intensity deforming bodies with “the doom of depression” (Anderson 749). The stopped time-spaces in advance of a raid could be soaked with so much tension that the commencement of sirens, vibrations and explosions would allow a person overwhelming relief (MO 253). Quoting from a boy recalling his experiences in Hannover during 1943, Hewitt illustrates:I lie in bed. I am afraid. I strain my ears to hear something but still all is quiet. I hardly dare breathe, as if something horrible is knocking at the door, at the windows. Is it the beating of my heart? ... Suddenly there seems relief, the sirens howl into the night ... (Heimatbund Niedersachsen 1953: 185). (Cited in Hewitt, When 16)Once a state of still was lost getting it back required some effort (Bissell, Comfortable 1697). Cautious of preventing mass panic and public hysteria by allowing the body to erupt outwards into dangerous vectors of mobility, the British government’s schooling in the theories of panicology (Orr 12) and contagious affect (Le Bon 17; Tarde 278; Thrift, Intensities 57; Trotter 140), made air raid precautions (ARP) officers, police and civil defence teams enforce ‘stay put’ and ‘hold firm’ orders to protect the population (Jones et al, Civilian Morale 463, Public Panic 63-64; Thomas 16). Such orders were meant to shield against precisely the kinds of volatile bodies they were trying to compel with their own bombing strategies. Reactions to the Blitz were moralised and racialised. Becoming stilled required self-conscious work by a public anxious not to be seen to ‘panic’. This took the form of self-disciplination. People exhausted considerable energy to ‘settle’ themselves down. It required ‘holding’ themselves still and ‘together’ in order to accomplish this state, and to avoid going the same way as the buildings falling apart around them, as some people observed (MO 408). In Britain a cup of tea was often made as a spontaneous response in the event of the conclusion of a raid (Brown 686). As well as destroying bombing created spaces too – making space for stillness (Conradson 33). Many people found that they could recall their experiences in vivid detail, allocating a significant proportion of their memories to the recollection of the self and an awareness of their surroundings (IWM 19103). In this mode of stillness, contemplation did not turn-inwards but unfolded out towards the environment. The material processual movement of the shell-blast literally evacuated all sound and materials from its centre to leave a vacuum of negative pressure. Diaries and oral testimonies stretch out these millisecond events into discernable times and spaces of sensation, thought and the experience of experience (Massumi, Parables 2). Extraordinarily, survivors mention serene feelings of quiet within the eye of the blast (see Mortimer 239); they had, literally, ‘no time to be frightened’ (Crighton-Miller 6150). A shell explosion could create such intensities of stillness that a sudden and distinctive lessening of the person and world are expressed, constituting ‘stilling-slowing diminishments’ (Anderson 744). As if the blast-vacuum had sucked all the animation from their agency, recollections convey passivity and, paradoxically, a much more heightened and contemplative sense of the moment (Bourke 121; Thrift, Still 41). More lucid accounts describe a multitude of thoughts and an attention to minute detail. Alternatively, the enormous peaking of a waking blast subdued all later activities to relative obsolescence. The hurricane of sounds and air appear to overload into the flatness of an extended and calmed instantaneous present.Then the whistling stopped, then a terrific thump as it hit the ground, and everything seem to expand, then contract with deliberation and stillness seemed to be all around. (As recollected by Bill and Vi Reagan in Gaskin 17)On the other hand, as Schivelbusch (7) shows us in his exploration of defeat, the cessation of war could be met with an outburst of feeling. In these micro-moments a close encounter with death was often experienced with elation, a feeling of peace and well-being drawn through a much more heightened sense of the now (MO 253). These are not pre-formed or contemplative techniques of attunement as Thrift has tracked, but are the consequence of significant trauma and the primal reaction to extreme danger.TracesSusan Griffin’s haunting A Chorus of Stones documents what she describes as a private life of war (1). For Griffin, and as shown in these brief examples, stillness and being-stilled describe a series of diverse experiences endured during aerial bombing. Yet, as Griffin narrates, these are not-so private lives. A common representation of air war can be found in Henry Moore’s tube shelter sketches which convey sleeping tube-dwellers harboured in the London underground during the Blitz. The bodies are represented as much more than individuals being connected by Moore’s wave-like shapes into the turbulent aggregation of a choppy ocean. What we see in Moore’s portrayal and the examples discussed already are experiences with definite relations to both inner and outer worlds. They refer to more-than individuals who bear intimate relations to their outsides and the atmospheric and material environments enveloping and searing through them. Stillness was an unlikely state composed through these circulations just as it was formed as a means of address. It was required in order to apprehend sounds and possible events through techniques of listening or waiting. Alternatively being stilled could refer to pauses between air-strikes and the corresponding breaks of tension in the aftermath of a raid. Stillness was composed through a series of distributed yet interconnecting bodies, feelings, materials and atmospheres oriented towards the future and the past. The ruins of bombed-out building forms stand as traces even today. Just as Massumi (Sensing 16) describes in the context of architecture, the now static remainder of the explosion “envelops in its stillness a deformational field of which it stands as the trace”. The ruined forms left after the attack stand as a “monument” of the passing of the raid to be what it once was – house, factory, shop, restaurant, library - and to become something else. The experience of those ‘from below’ (Hewitt 2) suffering contemporary forms of air-warfare share many parallels with those of the Blitz. Air power continues to target, apparently more precisely, the affective tones of the body. Accessed by kinetic and non-kinetic forces, the signs of air-war are generated by the shelling of Kosovo, ‘shock and awe’ in Iraq, air-strikes in Afghanistan and by the simulated air-raids of IDF aircraft producing sonic-booms over sleeping Palestinian civilians, now becoming far more real as I write in the final days of 2008. Achieving stillness in the wake of aerial trauma remains, even now, a way to survive the (private) life of air war. AcknowledgementsI’d like to thank the editors and particularly the referees for such a close reading of the article; time did not permit the attention their suggestions demanded. Grateful acknowledgement is also made to the AHRC whose funding allowed me to research and write this paper. ReferencesAdey, Peter. Aerial Geographies: Mobilities, Bodies and Subjects. Oxford: Wiley-Blackwell, 2010 (forthcoming). 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Introduction Many examinations of magic and witchcraft in film and television focus on the gender dynamics depicted and what these can reveal about attitudes to women and power in the eras in which they were made. For example, Campbell, in Cheerfully Empowered: The Witch-Wife in Twentieth Century Literature, Television and Film draws from scholarship such as Greene's Bell, Book and Camera, Gibson's Witchcraft Myths in American Culture, and Murphy's The Suburban Gothic in American Popular Culture to suggest connections between witch-wife narratives and societal responses to feminism. Campbell explores both the allure and fear of powerful women, who are often tamed (or partially tamed) by marriage in these stories. These perspectives provide important insights into cultural imaginings of witches, and this paper aims to use anthropological perspectives to further analyse rituals, spells, and cosmologies of screen stories of magic and witchcraft, asking how these narratives have engaged with witchcraft trials, symbols of women as witches, and rituals and myths invoking goddesses. Buffy the Vampire Slayer, a television series that ran for seven seasons (1997-2003), focusses on a young woman, The Slayer, who vanquishes vampires. As Abbott (1) explains, the vampires in seasons one and two are ruled by a particularly old and powerful vampire, The Master, and use prophetic language and ancient rituals. When Buffy kills The Master, the vampiric threat evolves with the character of Spike, a much younger vampire who kills The Master's successor, The Anointed One, calling for “a little less ritual and a little more fun” ('School Hard'). This scene is important to Abbott's thesis that what makes Buffy the Vampire Slayer such an effective television program is that the evil that she battles is not a product of an ancient world but the product of the real world itself. Buffy has used the past four years to painstakingly dismantle and rebuild the conventions of the vampire genre and work toward gradually disembedding the vampire/slayer dichotomy from religious ritual and superstition … what we describe as ‘evil’ is a natural product of the modern world. (Abbott 5) While distinguishing the series from earlier books and films is important, I suggest that, nonetheless, ritual and magic remain central to numerous plots in the series. Moreover, Child argues that Buffy the Vampire Slayer disrupts the male gaze of classical Hollywood films as theorised by Mulvey, not only by making the central action hero a young woman, but by offering rich, complex, and developmental narrative arcs for other characters such as Willow: a quiet fellow student at Buffy's school who initially uses her research skills with books, computers, and science to help the group. Willow’s access to knowledge about magic through Buffy's Watcher, Giles, and his library, together with her growing experience fighting with demons, leads her to teach herself witchcraft, and she and her growing magical powers, including the ability to conjure Greek goddesses such as Hecate and Diana, become central to multiple storylines in the series (Krzywinska). Corcoran, who explores teen witches in American popular culture in some depth, reflects on Willow's changes and developments in the context of problematic 'post-feminist' films of 1990s. Corcoran suggests these films offer viewers tropes of empowerment in the form of the 'makeover' of witch characters, who transform, but often in individualised ways that elude more fundamental questions of societal structures of race, class, and gender. Offering one of the most fluid and hybrid examples, Willow not only embraces magic as a conduit for power and self-expression but, as the seasons progress, she occupies a host of identificatory categories. Moving from shy high school 'geek' to trainee witch, from empowered sorceress to dark avenger, Willow regularly makes herself over in accordance with her fluctuating selfhood (Corcoran). Corcoran also notes how Willow's character brings together skills in both science and witchcraft in ways that echo world views of early modern Europe. This connects her apparently distinct selves and, I suggest, also demonstrates how the show engages with magic as real within its internal cosmology. Fairy Tale Witches This liberating, fluid, and transformative depiction of witches is not, however, the only one. Early in season one, the show reflects tropes of witchcraft found in fairy tale and fantasy films such as Snow White and The Wizard of Oz. Both films are deeply ambivalent in their portraits of fascinating powerful witches, who are, however, also defined by being old, ugly, and/or deeply jealous of and threatening towards younger women (Zipes). The episode “Witch” reproduces these patriarchal rivalries, as the witch of the episode title is the mother of a classmate of Buffy, called Amy, who has used magic to swap bodies with her daughter in an attempt to recapture her lost glory as a famous cheerleader. There are debates around the symbolism of witches and crones, especially those in fairytales, and whether they can be re-purposed. For example, Rountree in 'The New Witch of the West' and Embracing the Witch and the Goddess has conducted interviews and participant observation with feminist witches in New Zealand who use both goddess and witch symbols in their ritual practice and feminist understandings of themselves and society. By embracing both the witch and the goddess, feminist witches disrupt what they regard as false divisions and dichotomies between these symbols and the pressures of the divided self that they argue have been imposed upon women by patriarchy. In these conceptions, the crone is not only a negative symbol, but can be re-evaluated as one of three aspects of the goddess (maiden, mother, and crone), depicting the cycles of all life and also enabling women to embrace the darker aspects of their own natures and emotions (Greenwood; Rountree 'New Witch'; Walker). Witch Trials That said, Germaine, examining witches in folk horror films such as The Witch and The Wicker Man, advises caution about witch images. Drawing from Hutton's The Witch, she explores grotesque images of the witch from the early modern witch trials, arguing that horror cinema can subvert older ideas about witches, but it also reveals their continued power. Indeed, horror cinema has forged the witch into a deeply ambiguous figure that proves problematic for feminism and its project to subvert or otherwise destabilize misogynist symbols. (Germaine 22) Purkiss's examination of early modern witchcraft trials in The Witch in History also questions many assumptions about the period. Contrary to Rountree's 'The New Witch of the West' (222), Purkiss argues that there is no evidence to suggest that healing and midwifery were central concerns of witch hunters, nor were those accused of witchcraft in this period regarded as particularly sexually liberated or lesbian. Moreover, the famous Malleus Maleficarum, a text that is “still the main source for the view that witch-hunting was woman-hunting” was, in fact, disdained by many early modern authorities (Purkiss 7-8). Rather, rivalries and social tensions in communities combined with broader societal politics to generate accusations: a picture that is more in line with Stewart and Strathern's cross-cultural study, Witchcraft, Sorcery, Rumors and Gossip, of the relationship between witchcraft and gossip. In the Buffy the Vampire Slayer episode “Gingerbread”, Amy has matured and has begun to engage with magic herself, as has Willow. The witch trial of the episode is not, however, triggered by this, but is rather initiated by Buffy and her mother finding the bodies of two dead children. Buffy's mother Joyce quickly escalates from understandable concern to a full-on assault on magical practice and knowledge as she founds MOO (Mothers Opposed to the Occult), who raid school lockers, confiscate books from the school library, and eventually try to burn them and Buffy, Willow, and Amy. The episode evokes fairy tales because the 'big bad' is a monster who disguises itself as Hansel and Gretel. As Giles explains, fairy tales can sometimes be real, and in this case, the monster feeds a community its worst fears and thrives off the hatred and chaos that ensues. However, his references to European Wicca covens are somewhat misleading. Hutton, in The Triumph of the Moon, explains that Wicca was founded in the 1950s in England by Gerald Gardner, and claims it to be a continuation of older pagan witch traditions that have largely been discredited. The episode therefore tries to combine a comment on the irrationality and dangers of witch hunts while also suggesting that (within the cosmology of the show) magic is real. Buffy's confrontation with her mother illustrates this. Furious about the confiscation of the library's occult collection, Buffy argues that without the knowledge they contain, young people are not more protected, but rather rendered defenceless, arguing that “maybe next time the world gets sucked into hell, I won't be able to stop it because the anti-hell-sucking book isn't on the approved reading list!” Thus, she simultaneously makes a general point about knowledge as a defence against the evils of the world, while also emphasising how magic is not merely symbolic for her and her friends, but a real, practical, problem and a combatant tool. Spells Spells take considerable skill and practice to master as they are linked to strong emotions but also need mental focus and clarity. Willow's learning curve as a witch is an important illustrator of this principle, as her spells do not always do what she had intended, or rather, she is not always wise to her own intentions. These ideas are also found in anthropological examples (Greenwood). Malinowski, an anthropologist of the Trobriand Islands, theorised that spells and magical objects have their origins in gestures and words that express the emotional states and intentions of the spellcaster. Over time, these became refined and codified in a society, becoming traditional spells that can amplify, focus, and direct the magician's will (Malinowski). In the episode “Witch”, Giles demonstrates the relationship between spells and intention as, casting a spell to reverse Amy's mother's switching of their bodies, he shouts in a commanding voice 'Release!' Willow also hones skills of concentration and directing her will through the practice of pencil floating, a seemingly small magical technique that nonetheless saves her life when she is captured by enemies and narrowly escapes being bitten by a vampire by floating a pencil and staking him with it in the episode “Choices”. The pencil is also used in another episode to illustrate the importance of focus and emotional balance. Willow explains to Buffy that she is honing these skills as she gently spins a pencil in the air, but as the conversation turns to Faith (a rogue Slayer who has hurt Willow's friends), she is distracted and the pencil spins wildly out of control before flying into a tree (“Dopplegangland”). In another example, Willow tries to conjure lights that will guide her out of difficulty in a haunted house, but, unable to make up her mind about where the lights should take her, she is plagued by them multiplying and spinning in multiple directions like a swarm of insects, thereby acting as an illustrator of her refracted metal state (“Fear Itself”). The series also explores the often comical consequences when love spells are cast with unclear motives. In the episode “Bewitched Bothered and Bewildered”, Buffy's friend Xander persuades Amy to cast a love spell on Cordelia who has just broken up with him. Amy warns him that for love spells, the intention should be pure, and is worried that Xander only wants revenge on Cordelia. Predictably, the spell goes wrong, as Cordelia is immune to Xander but every other woman that comes into proximity with him is overcome with obsession for him. Fleeing hordes of women, Xander and Cordelia have the space to talk, and impressed with his efforts to try to win her back, Cordelia rekindles the relationship, defying her traditional friendship circle. In this way, the spell both does not and does work, perhaps because, although Xander thinks he wants Cordelia to be enchanted, in fact what he really wants is her genuine affection and respect. Another example of spells going amiss is in the episode “Something Blue”, when Willow responds to a break-up by reverting to magic. Despondent over her boyfriend Oz leaving town, she wants to accelerate her grieving process and heal more quickly, and casts a spell to have her will be done in order to try to make that happen. The spell, however, does not work as expected but manifests her words about other things when she speaks with passion, rendering Giles blind when she says he does not see (meaning he does not understand her plight), and in another instance of the literal interpretation of Willow’s word choices causes Buffy and the vampire Spike to stop fighting, fall in love, and become an engaged couple. The episode therefore suggests the power of words to manifest unconscious intentions. Words may also, in the Buffyverse, have power in themselves. Overbey and Preston-Matto explore the power of words in the series, using the episode “Superstar” in which Xander speaks some Latin words in front of an open book that responds by spontaneously bursting into flames. They argue that the materiality of language in Buffy the Vampire Slayer [means that] words and utterances have palpable power and their rules must be respected if they are to be wielded as weapons in the fight against evil. (Overbey and Preston Matto 73) However, in drawing upon Searle's Speech Acts they emphasise the relationship between speech acts and meaning, but there are also examples that the sounds in themselves are efficacious, even if the speaker does not understand them – for example, when Willow tries to do the ritual to restore Angel’s soul to him and explains to Oz that it does not matter if he understands the related chant as long as he says it (“Becoming part 2”). The idea that words in themselves have power is also present in the work of Stoller, an ethnographer and magical apprentice to Songhay sorcerers living in the Republic of Niger. He documents a complex and very personal engagement with magic that he found fascinating but dangerous, giving him new powers but also subjecting him to magical attacks (Stoller and Olkes). This experience helped to cultivate his interest in the often under-reported sensuous aspects of anthropology, including the power of sound in spells, which he argues has an energy that goes beyond what the word represents. Moreover, skilled magicians can 'hear' things happening to the subtle essence of a person during rituals (Stoller). Seeing Other Realities Sight is also key to numerous magical practices. Greenwood, for example, has done participant observation with UK witches, including training in the arts of visualisation. Linked to general health benefits of meditation and imaginative play, such practices are also thought to connect adepts to 'other worlds' and their associated powers (Greenwood). Later seasons of Buffy the Vampire Slayer also depict skills in meditation and concentration, such as in the episode “No Place Like Home”, in which Buffy, worried about her sick mother, uses a spell supposedly created by a French sixteenth-century sorcerer called 'pull the curtain back' to try to see if her mother’s illness is caused by a spell. She uses incense and a ritual circle of sand to put herself into a trance and in that altered state of consciousness sees that her sister, Dawn, was not born to her mother, but has been placed into her family by magic. In another example, in the episode “Who are You?”, Willow has begun a relationship with fellow witch Tara and wants to introduce her to Buffy. However, the rogue Slayer, Faith, has escaped and switched bodies with Buffy, and Tara realises that something is wrong. She suggests doing a spell with Willow to investigate by seeing beyond the physical world and travelling to the nether realm using astral projection. This rather beautiful scene has been interpreted as a symbolic depiction of their sexual relationship (Gibson), but it is also suggesting that, within the context of the series, alternate dimensions, and spells to transport practitioners there, are not purely symbolic. Conclusion The idea that magic, monsters, and demons in the series Buffy the Vampire Slayer act to some extent as metaphors for the challenges that young people face growing up in America is well known (Little). While this is certainly true, at least some of the multiple examples of magic in the series have clear resemblances to witchcraft in numerous social worlds. This depth is potentially exciting for viewers, but it also makes the show's more negative and ambiguous tropes more troubling. Willow and Tara's relationship can be interpreted as showing their independence and rejection of patriarchy, but Willow identifying as lesbian later in the series obscures her earlier relationships with men and her potential identification as bi-sexual, suggesting a need on the part of the show's writers to “contain her metamorphic selfhood” (Corcoran 158-159). Moreover, the identity of lesbians as witches in a vampire narrative is fraught with potentially homophobic associations and stereotypes (Wilts), and one of the few positive depictions of a lesbian relationship on television was ruined by the brutal murder of the Tara character and Willow's subsequent out-of-control magical rampage, bringing the storyline back in line with murderous clichés (Wilts; Gibson). Furthermore, storylines where Willow cannot control her powers, or they are seen as an addiction to evil, make an uncomfortable comment on women and power more generally: a point which Corcoran highlights in relation to Nancy's story in The Craft. Ultimately, representations of magic and witchcraft are representations of power, and this makes them highly significant for societal understandings of power relations, particularly given the complex relationships between witch-hunting and misogyny. The symbols of woman-as-witch have been re-appropriated by fans of witch narratives and feminists, and perhaps most intriguingly, by people who regard magical power as not only symbolic power but as a way to tap into subtle forces and other worlds. Buffy the Vampire Slayer offers something to all of these groups, but all too often reverts to patriarchal tropes. Audiences (some of whom may be magicians) await what film and television witches come next. 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London: Bloomsbury, 2023. “Choices.” Buffy the Vampire Slayer. Created by Joss Whedon. Season 3, episode 19. Mutant Enemy Productions, 1999. Corcoran, Miranda. Teen Witches: Witchcraft and Adolescence in American Popular Culture. Cardiff: U of Wales P, 2022. The Craft. Dir. by Andrew Fleming. Columbia Pictures, 1996. “Dopplegangland.” Buffy the Vampire Slayer. Created by Joss Whedon. Season 3, episode 16. Mutant Enemy Productions, 1999. “Fear Itself.” Buffy the Vampire Slayer. Created by Joss Whedon. Season 4, episode 4. Mutant Enemy Productions, 1999. Germaine, Choé. “’Witches, ‘Bitches’ or Feminist Trailblazers? The Witch in Folk Horror Cinema.” Revenant (4 Mar. 2019): 22-42. Gibson, Marion. Witchcraft Myths in American Culture. Oxon: Routledge, 2007. “Gingerbread.” Buffy the Vampire Slayer. Created by Joss Whedon. Season 3, episode 11. Mutant Enemy Productions, 1999. Greene, Heather. Bell, Book, and Camera: A Critical History of Witches in American Film and TV. Jefferson: McFarland and Company, 2018. Greenwood, Susan. Magic, Witchcraft, and the Otherworld: An Anthropology. Oxford: Berg, 2000. Hutton, Ronald. The Triumph of the Moon: A History of Modern Pagan Witchcraft. Oxford: Oxford UP, 1999. ———. The Witch: A History of Fear from Ancient Times to the Present. New Haven: Yale UP, 2017. Krzywinska, Tanya. “Hubble-Bubble, Herbs and Grimoires: Magic, Manicheanism, and Witchcraft in Buffy.” Fighting the Forces: What’s at Stake in Buffy the Vampire Slayer. Eds. Rhonda V. Wilcox and David Lavery. Lanham, NY: Rowman & Littlefield, 2002. Little, Tracy. “High School Is Hell: Metaphor Made Literal in Buffy the Vampire Slayer.” Buffy the Vampire Slayer and Philosophy: Fear and Trembling in Sunnydale. Ed. James B. South. Chicago: Open Court, 2003. Malinowski, Bronislaw. “Magic, Science and Religion.” Magic, Science and Religion and Other Essays. London: Souvenir Press, 1982 [1925]. 17-92. Mulvey, Laura. “Visual Pleasures and Narrative Cinema.” Feminist Film Theory: A Reader. Ed Sue Thornham. Edinburgh: Edinburgh UP, 2003 [1975]. Murphy, Bernice M. The Suburban Gothic in American Popular Culture. New York: Palgrave Macmillan, 2009. “No Place Like Home.” Buffy the Vampire Slayer. Created by Joss Whedon. Season 5, episode 5. Mutant Enemy Productions, 2000. Overbey, Karen E., and Lahney Preston-Matto. CStaking in Tongues: Speech Act as Weapon in Buffy.” Fighting the Forces: What’s at Stake in Buffy the Vampire Slayer. Eds. Rhonda Wilcox and David Lavery. Lanham, NY: Rowman & Littlefield, 2002. Purkiss, Diane. The Witch in History: Early Modern and Twentieth-Century Representations. London: Routledge, 2005 [1996]. Roundtree, Kathryn. ”The New Witch of the West: Feminists Reclaim the Crone.” The Journal of Popular Culture 30 (1997): 211-229. Roundtree, Kathryn. Embracing the Witch and the Goddess: Feminist Ritual Makers in New Zealand. London: Routledge, 2004. Searle, John R. Speech Acts: An Essay in the Philosophy of Language. Cambridge: Cambridge UP, 1970. “Something Blue.” Buffy the Vampire Slayer. Created by Joss Whedon. Season 4, episode 9. Mutant Enemy Productions, 1999. Snow White and the Seven Dwarfs. Dir. by David Hand, Perce Pearce, William Cottrell, Larry Morey, Wilfred Jackson, and Ben Sharpsteen. Walt Disney, 1937. Stoller, Paul. The Taste of Ethnographic Things: The Senses in Anthropology. Philadelphia: U of Pennsylvania P. Stoller, Paul, and Cheryl Olkes. In Sorcery’s Shadow: A Memoir of Apprenticeship among the Songhay of Niger. Chicago: U of Chicago P, 1987. Stewart, Pamela J., and Andrew Strathern. Witchcraft, Sorcery, Rumors and Gossip. Cambridge: Cambridge UP, 2004. “Superstar.” Buffy the Vampire Slayer. Created by Joss Whedon. Season 4, episode 17. Mutant Enemy Productions, 2000. The Wicker Man. Dir. by Robin Hardy. British Lion Film Corporation, 1973. The Witch. Dir. by Robert Eggers. A24, 2015 The Wizard of Oz. Dir. Victor Fleming. Metro Goldwyn-Mayer, 1939. Walker, Barbara. The Crone: Women of Age, Wisdom and Power. San Francisco: Harper & Row, 1985. Wilts, Alissa. “Evil, Skanky, and Kinda Gay: Lesbian Images and Issues.” Buffy Goes Dark: Essays on the Final Two Seasons of Buffy the Vampire Slayer on Television. Eds Lynne E. Edwards, Elizabeth L. Rambo, and James B. South. Jefferson: McFarland, 2009. “Who Are You.” Buffy the Vampire Slayer. Created by Joss Whedon. Season 4, episode 16. Mutant Enemy Productions, 2000. “Witch.” Buffy the Vampire Slayer. Created by Joss Whedon. Season 1, episode 3. Mutant Enemy Productions, 1997. Zipes, Jack. The Irresistible Fairy Tale: The Cultural and Social History of a Genre. New Jersey: Princeton UP, 2013.

Introduction Jerusalema, a song from Mzansi — an informal isiZulu name for South Africa — became a global hit during the Covid-19 pandemic. Set to a repetitive, slow four-to-a-bar beat characteristic of South African house music, the gospel-influenced song was released through Open Mic Productions in 2019 by the DJ and record producer Kgaogelo Moagi, popularly known as ‘Master KG’. The production resulted from a collaboration between Master KG, the music producer Charmza The DJ, who composed the music, and the vocalist Nomcebo Zikode, who wrote the lyrics and performed the song for the master recording. Jerusalema immediately trended on social media and, as a “soundtrack of the pandemic” (Modise), became one of the most popular songs of 2020. Soon, it reached no. 1 on the music charts in Belgium, Romania, the Netherlands, South Africa, and Switzerland, while going triple platinum in Italy and double platinum in Spain (Hissong). By September 2020, Jerusalema was the most Shazammed song in history. To date, it has generated more than half a billion views on YouTube. After its initial success as a music video, the song’s influence was catapulted to a global cultural phenomenon by the #JerusalemaDanceChallenge video posted by the Angolan dance troupe Fenómenos do Semba in 2020, featuring exquisite dance steps that inspired a viral social media challenge. Some observed that footwork in several of the videos posted, suggested dance types associated with pantsula jive and kwaito music, both of which originated from the black townships of South Africa during the apartheid era. Yet, the leader of the Angolan dance troupe Fenómenos do Semba, Adilson Maiza claimed that the group’s choreography mixed kuduro dance steps (derived from the Angolan Portuguese term “cu duro” or “hard ass”) and Afro-beat. According to Master KG, indeed, the choreography made famous by the Angolan dancers conveyed an Angolan touch, described by Maiza as signature ginga e banga Angolana (Angolan sway and swag; Kabir). As a “counter-contagion” in the age of Coronavirus (Kabir), groups of individuals, ranging from school learners and teachers, police officers, and nursing staff in Africa to priests and nuns in Europe and Palestinians in the Old City of Jerusalem were posting Jerusalema dance videos. Famous efforts came from Vietnam, Switzerland, Ireland, Austria, and Morocco. Numerous videos of healthcare workers became a source of hope for patients with COVID-19 (Chingono). Following the thought of Zygmunt Bauman, in this article I interpret Jerusalema as a “re-enchantment” of a disenchanted world. Focussing on the song’s “magic”, I interrogate why this music video could take on such special meaning for millions of individuals and inspire a viral dance craze. My understanding of “magic” draws on the writings of Patrick Curry, who, in turn, bases his definition of the term on the thought of J.R.R. Tolkien. Curry (5) cites Tolkien in differentiating between two ways in which the word “magic” is generally used: “one to mean enchantment, as in: ‘It was magic!’ and the other to denote a paranormal means to an end, as in: ‘to use magic’”. The argument in this article draws on the first of these explications. As a global media sensation, Jerusalema placed a spotlight on the paucity of a “de-spiritualized, de-animated world,” a world “waging war against mystery and magic” (Baumann x-xi). However, contexts of production and reception, as outlined in Burns and Hawkins (2ff.), warrant consideration of social and cultural values and ideologies masked by the music video’s idealised representation of everyday South African life and its glamourised expression of faith. Thus, while referring to the millennia-old Jerusalem trope and its ensuing mythologies via an intertextual reading, I shall also consider the song alongside the South African-produced epic gangster action film Jerusalema (2008; Orange) while furthermore reflecting on the contexts of its production. Why Jerusalema — Why Its “Magic”? The global fame attained by Master KG’s Jerusalema brought to the fore questions of what made the song and its ensuing dance challenge so exceptional and what lay behind its “magic” (Ndzuta). The song’s simple yet deeply spiritual words appeal to God to take the singer to the heavenly city. In an abbreviated form, as translated from the original isiZulu, the words mean, “Jerusalem is my home, guard me, walk with me, do not leave me here — Jerusalem is my home, my place is not here, my kingdom is not here” (“Jerusalema Lyrics in English”). These words speak of the yearning for salvation, home, and togetherness, with Jerusalem as its spiritual embodiment. As Ndzuta notes, few South African songs have achieved the kind of global status attained by “Jerusalema”. A prominent earlier example is Miriam Makeba’s dance hit Pata Pata, released in the 1960s during the apartheid era. The song’s global impact was enabled by Makeba’s fame and talent as a singer and her political activism against the apartheid regime (Ndzuta). Similarly, the South African hits included on Paul Simon’s Graceland album (1986) — like Ladysmith Black Mambazo’s Homeless — emanated from a specific politico-historical moment that, despite critique against Simon for violating the cultural boycott against South Africa at the time, facilitated their international impact and dissemination (Denselow). Jerusalema’s fame was not tied to political activism but derived from the turbulent times of the COVID-19 pandemic, which, according to statistics published by the World Health Organization, by the end of 2020 had claimed more than 3 million lives globally (“True Death Toll of Covid-19”). Within this context, the song’s message of divine guidance and the protection of a spiritual home was particularly relevant as it lifted global spirits darkened by the pandemic and the many losses it incurred. Likewise, the #JerusalemaDanceChallenge brought joy and feelings of togetherness during these challenging times, as was evidenced by the countless videos posted online. The Magic of the Myth Central to the lyrics of Jerusalema is the city of Jerusalem, which has, as Hees (95) notes, for millennia been “an intense marker of personal, social and religious identity and aspirations in words and music”. Nevertheless, Master KG’s Jerusalema differs from other “Jerusalem songs” in that it encompasses dense layering of “enchantment”. In contrast to Ladysmith Black Mambazo’s Awu Jerusalema, for instance, with its solemn, hymn-like structure and close harmonic vocal delivery, Master KG’s Jerusalema features Nomcebo’s sensuous and versatile voice in a gripping version of the South African house/gospel style known affectionately as the “Amapiano sound” — a raw hybrid of deep house, jazz and lounge music characterised by the use of synthesizers and wide percussive basslines (Seroto). In the original music video, in combination with Nomcebo’s soulful rendition, visuals featuring everyday scenes from South African township life take on alluring, if not poetic dimensions — a magical sensory mix, to which an almost imperceptible slow-motion camera effect adds the impression of “time slowing down”, simultaneously “softening” images of poverty and decay. Fig. 1: “Enchantment” and the joy of the dance. Still from the video “Jerusalema”. From a philosophical perspective, Zygmunt Bauman (xi) contends that “it is against a dis-enchanted world that the postmodern re-enchantment is aimed”. Yet, in a more critical vein, he also argues that, within the postmodern condition, humanity has been left alone with its fears and with an existential void that is “here to stay”: “postmodernity has not allayed the fears that modernity injected into humanity; postmodernity only privatized these fears”. For this reason, Bauman believes, postmodernity “had to become an age of imagined communities” (xviii-xxix). Furthermore, he deems that it is because of its extreme vulnerability that community provides the focus of postmodern concerns in attracting so much intellectual and “real-world” attention (Bauman xxix). Most notably, and relevant to the phenomenon of the media craze, as discussed in this article, Bauman defines the imagined community by way of the cogito “I am seen, therefore I exist” (xix). Not only does Bauman’s line of thought explain the mass and media appeal of populist ideologies of postmodernity that strive to “fill the void”, like Sharon Blackie’s The Enchanted Life — Unlocking the Magic of the Everyday, or Mattie James’s acclaimed Everyday Magic: The Joy of Not Being Everything and Still Being More than Enough; it also illuminates the immense collective appeal of the #JerusalemaDanceChallenge. Here, Bauman’s thought on the power of shared experience — in this case, mass-mediated experience — is, again, of particular relevance: “having no other … anchors except the affections of their ‘members’, imagined communities exist solely through … occasional outbursts of togetherness” (xix). Among these, he lists “demonstrations, marches, festivals, riots” (xix). Indeed, the joyous shared expression of the #JerusalemaDanceChallenge videos posted online during the COVID-19 pandemic may well sort under similar festive public “outbursts”. As a ceremonial dance that tells the story of shared experiences and longings, Jerusalema may be seen as one such collective celebration. True to African dance tradition, more than being merely entertainment for the masses, each in its own way, the dance videos recount history, convey emotion, celebrate rites of passage, and help unify communities in one of the darkest periods of the recent global past. An Intertextual Context for Reading “Jerusalema” However, historical dimensions of the “Jerusalem trope” suggest that Jerusalema might also be understood from a more critical perspective. As Hees (92) notes, the trope of the loss of and longing for the city of Jerusalem represents a merging of mythologies through the ages, embodied in Hebrew, Roman, Christian, Muslim, and Zionist religious cultures. Still, many Jerusalem narratives refrain from referring to its historical legacy, which fuelled hostility between the West and the Muslim world still prevalent today. Thus, the historical realities of fraud, deceit, greed, betrayal, massacres, and even cannibalism are often shunned so that Jerusalem — one of the holiest yet most blood-soaked cities in the world (Hees 92, 95) — is elevated as a symbol of the Heavenly City. In this respect, the South African crime epic Gangster Paradise: Jerusalema, which premiered at the Berlin International Film Festival in 2008 and was later submitted to the Academy Awards for consideration to qualify as a nominee for Best Foreign Language Film (De Jager), stands in stark contrast to the divine connotations of Master KG’s Jerusalema. According to its director Ralph Ziman (Stecker), the film, inspired by a true story, offers a raw look into post-apartheid crime and corruption in the South African city of Johannesburg (De Villiers 8). Its storyline provides a sharp critique of the economic inequalities that torment South Africa in post-apartheid democracy, capturing the dissatisfaction and the “wave of violent crimes that resulted from the economic realities at its root” (Azuawusiefe 102). The irony of the narrative resides in the fact that the main protagonist, Lucky Kunene, at first reluctant to resort to a life of crime, turns to car hijacking and then to hijacking derelict, over-crowded buildings in the inner-city centre of Hillbrow (Hees 90). Having become a wealthy crime boss, Johannesburg, for him, becomes symbolic of a New Jerusalem (“Jerusalem Entjha”; Azuawusiefe 103; Hees 91-92). Entangled in the criminal underbelly of the city and arrested for murder, Kunene escapes from prison, relocating to the coastal city of Durban where, again, he envisages “Jerusalem Enthjha” (which, supposedly, once more implies a life of crime). As a portrayal of inner-city life in Johannesburg, this narrative takes on particular relevance for the current state of affairs in the country. In September this year, an uncontainable fire at a derelict, overcrowded hijacked building owned by Johannesburg municipal authorities claimed the lives of 73 people — a tragic event reported on by all major TV networks worldwide. While the events and economic actualities pictured in the film thus offer a realistic view of the adversities of current South African life, visual content in Master KG’s Jerusalema sublimates everyday South African scenes. Though the deprivation, decay, and poverty among which the majority of South Africans live is acknowledged in the video, its message of a yearning for salvation and a “better home” is foregrounded while explicit critique is shunned. This means that Jerusalema’s plea for divine deliverance is marked by an ambivalence that may weaken an understanding of the video as “pure magic”. Fig. 2: Still from the video Jerusalema showing decrepit living conditions in the background. “Jerusalema” as Layers of Meaning From Bauman’s perspective, Jerusalema — both as a music video and the #JerusalemaDanceChallenge — may represent a more profound human longing for imagined communal celebration beyond mass-mediated entertainment. From such a viewpoint, it may be seen as one specific representation of the millennia-old trope of a heavenly, transcendent Jerusalem in the biblical tradition, the celestial city providing a dwelling for the divine to enter this world (Thompson 647). Nevertheless, in Patrick Curry’s terms, as a media frenzy, the song and its ensuing dance challenge may also be understood as “enchantment enslaved by magic”; that is, enchantment in the service of mass-mediated glamour (7). This implies that Jerusalema is not exempt from underlying ideologised conditions of production, or an endorsement of materialistic values. The video exhibits many of the characteristics of a prototypical music video that guarantee commercial success — a memorable song, the incorporation of noteworthy dance routines, the showcasing of a celebrated artist, striking relations between music and image, and flashy visuals, all of which are skilfully put together (compare Korsgaard). Auslander observes, for instance, that in current music video production the appearance and behaviour of artists are the basic units of communication from which genre-specific personae are constructed (100). In this regard, the setting of a video is crucial for ensuring coherence with the constructed persona (Vernallis 87). These aspects come to the fore in Master KG’s video rendition of Jerusalema. The vocalist Nomcebo Zikode is showcased in settings that serve as a favourable backdrop to the spiritual appeal of the lyrics, either by way of slightly filtered scenes of nature or scenes of worshippers or seekers of spiritual blessing. In addition, following the gospel genre type, her gestures often suggest divine adoration. Fig. 3: Vocalist Nomcebo Zikode in a still from the video Jerusalema. However, again some ambiguity of meaning may be noted. First, the fashionable outfits featured by the singer are in stark contrast with scenes of poverty and deprivation later in the video. The impression of affluence is strengthened by her stylish make-up and haircut and the fact that she changes into different outfits during the song. This points to a glamorisation of religious worship and an idealisation of township life that disregards South Africa’s dire economic situation, which existed even before COVID-19, due to massive corruption and state capture in which the African National Congress is fully implicated (Momoniat). Furthermore, according to media reportage, Jerusalema’s context of production was not without controversy. Though the video worked its magic in the hearts of millions of viewers and listeners worldwide, the song’s celebration as a global hit was marred by legal battles over copyright and remuneration issues. First, it came to light that singer-songwriter Nomcebo Zikode had for a considerable period not been paid for her contribution to the production following Jerusalema’s commercial release in 2019 (Modise). Therefore, she resorted to a legal dispute. Also, it was alleged that Master KG was not the original owner of the music and was not even present when the song was created. Thus, the South African artists Charmza The DJ (Presley Ledwaba) and Biblos (Ntimela Chauke), who claimed to be the original creators of the track, also instituted legal action against Kgaogelo Moagi, his record label Open Mic Productions, and distributor Africori SA whose majority shareholder is the Warner Music Group (Madibogo). The Magic of the Dance Despite these moral and material ambiguities, Jerusalema’s influence as a global cultural phenomenon during the era of COVID spoke to a more profound yearning for the human condition, one that was not necessarily based on religious conviction (Shoki). Perhaps this was vested foremost in the simplicity and authenticity that transpired from the original dance challenge video and its countless pursuals posted online at the time. These prohibit reading the Jerusalema phenomenon as pseudo-enchantment driven only by a profit motive. As a wholly unforeseen, unifying force of hope and joy, the dance challenge sparked a global trend that fostered optimism among millions. Fig. 4: The Angolan dance troupe Fenómenos do Semba. (Still from the original #JerusalemaDanceChallenge video.) As stated earlier, Jerusalema did not originate from political activism. Yet, Professor of English literature Ananya Kabir uncovers a layer of meaning associated with the dance challenge, which she calls “alegropolitics” or a “politics of joy” — the joy of the dance ­­— that she links on the one hand with the Jerusalem trope and its history of trauma and dehumanisation, and, on the other, with Afro-Atlantic expressive culture as associated with enslavement, colonialism, and commodification. In her reading of the countless videos posted, their “gift to the world” is “the secret of moving collectively”. By way of individual responses to “poly-rhythmic Africanist aesthetic principles … held together by a master-structure”, Kabir interprets this communal dance as “resistance, incorporating kinetic and rhythmic principles that circulated initially around the Atlantic rim (including the Americas, Europe, the Caribbean, and Africa)”. For her, the #JerusalemaDanceChallenge is “an example of how dance enables convivencia (living together)”; “it is a line dance (animation in French, animação in Portuguese, animación in Spanish) that enlivens parties through simple choreography that makes people dance together”. In this sense, the routine’s syncopated steps allow more and more people to join as each repetition unfolds — indeed, a celebratory example of Bauman’s imagined community that exists through an “outburst of togetherness” (xix). Such a collective “fest” demonstrates how, in dance leader Maiza’s words, “it is possible to be happy with little: we party with very little” (Kabir). Accordingly, as part of a globally mediated community, with just the resources of the body (Kabir), the locked-down world partied, too, for the duration of the magical song. Whether seen as a representation of the millennia-old trope of a heavenly, transcendent Jerusalem, or, in Curry’s understanding, as enchantment in the service of mass-mediated glamour, Jerusalema and its ensuing dance challenge form an undeniable part of recent global history involving the COVID-19 pandemic. As a media frenzy, it contributed to the existing body of “Jerusalem songs”, and lifted global spirits clouded by the pandemic and its emotional and material losses. Likewise, the #JerusalemaDanceChallenge was symbolic of an imagined global community engaging in “the joy of the dance” during one of the most challenging periods in humanity’s recent past. References Auslander, Philip. “Framing Personae in Music Videos.” The Bloomsbury Handbook of Popular Music Video Analysis. Eds. Loria A. Burns and Stan Hawkins. London: Bloomsbury, 2019. 92-109. 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When historian Graeme Davison famously declared that “Australia was born urban and quickly grew suburban” (98), he was clearly referring to Melbourne or Sydney, but certainly not Brisbane. Although the Brisbane of 2011 might resemble a contemporary, thriving metropolis, its genealogy is not an urban one. For most of its history, as Gillian Whitlock has noted, Brisbane was “a place where urban industrial society is kept at bay” (80). What distinguishes Brisbane from Australia’s larger southern capital cities is its rapid morphology into a city from a provincial, suburban, town. Indeed it is Brisbane’s distinctive regionalism, with its sub-tropical climate, offering a steamy, fecund backdrop to narratives of the city that has produced a plethora of writing in literary accounts of the city, from author David Malouf through to contemporary writers such as Andrew McGahan, John Birmingham, Venero Armanno, Susan Johnson, and Nick Earls. Brisbane’s lack of urban tradition makes its transformation unique among Australian cities. Its rapid population growth and urban development have changed the way that many people now live in the city. Unlike the larger cities of Sydney or Melbourne, whose inner cities were established on the Victorian model of terrace-row housing on small lots, Brisbane’s early planners eschewed this approach. So, one of the features that gives the city its distinction is the languorous suburban quality of its inner-city areas, where many house blocks are the size of the suburban quarter-acre block, all within coo-ee of the city centre. Other allotments are medium to small in size, and, until recently, housed single dwellings of varying sizes and grandeur. Add to this a sub-tropical climate in which ‘green and growth’ is abundant and the pretty but flimsy timber vernacular housing, and it’s easy to imagine that you might be many kilometres from a major metropolitan centre as you walk around Brisbane’s inner city areas. It is partly this feature that prompted demographer Bernard Salt to declare Brisbane “Australia’s most suburban city” (Salt 5). Prior to urban renewal in the early 1990s, Brisbane was a low-density town with very few apartment blocks; most people lived in standalone houses.From the inception of the first Urban Renewal program in 1992, a joint initiative of the Federal government’s Building Better Cities Program and managed by the Brisbane City Council (BCC), Brisbane’s urban development has undergone significant change. In particular, the city’s Central Business District (CBD) and inner city have experienced intense development and densification with a sharp rise in medium- to high-density apartment dwellings to accommodate the city’s swelling population. Population growth has added to the demand for increased density, and from the period 1995–2006 Brisbane was Australia’s fastest growing city (ABS).Today, parts of Brisbane’s inner city resembles the density of the larger cities of Melbourne and Sydney. Apartment blocks have mushroomed along the riverfront and throughout inner and middle ring suburbs. Brisbane’s population has enthusiastically embraced apartment living, with “empty nesters” leaving their suburban family homes for the city, and apartments have become the affordable option for renters and first home purchasers. A significant increase in urban amenities such as large-scale parklands and river side boardwalks, and a growth in service industries such as cafes, restaurants and bars—a feature of cities the world over—have contributed to the appeal of the city and the changing way that people live in Brisbane.Urbanism demands specific techniques of living—life is different in medium- to high-density dwellings, in populous places, where people live in close proximity to one another. In many ways it’s the antithesis to suburban life, a way of living that, as Davison notes, was established around an ethos of privacy, health, and seclusion and is exemplified in the gated communities seen in the suburbs today. The suburbs are characterised by generosity of space and land, and developed as a refuge and escape from the city, a legacy of the nineteenth-century industrial city’s connection with overcrowding, disease, and disorder. Suburban living flourished in Australia from the eighteenth century and Davison notes how, when Governor Phillip drew up the first town plan for Sydney in 1789, it embodied the aspirations of “decency, good order, health and domestic privacy,” which lie at the heart of suburban ideals (100).The health and moral impetus underpinning the establishment of suburban life—that is, to remove people from overcrowding and the unhygienic conditions of slums—for Davison meant that the suburban ethos was based on a “logic of avoidance” (110). Attempting to banish anything deemed dangerous and offensive, the suburbs were seen to offer a more natural, orderly, and healthy environment. A virtuous and happy life required plenty of room—thus, a garden and the expectation of privacy was paramount.The suburbs as a site of lived experience and cultural meaning is significant for understanding the shift from suburban living to the adoption of medium- to high-density inner-city living in Brisbane. I suggest that the ways in which this shift is captured discursively, particularly in promotional material, are indicative of the suburbs' stronghold on the collective imagination. Reinforcing this perception of Brisbane as a suburban city is a history of literary narratives that have cast Brisbane in ways that set it apart from other Australian cities, and that are to do with its non-urban characteristics. Imaginative and symbolic discourses of place have real and material consequences (Lefebvre), as advertisers are only too well aware. Discursively, city life has been imagined oppositionally from life in the suburbs: the two sites embody different cultural meanings and values. In Australia, the suburbs are frequently a site of derision and satire, characterized as bastions of conformity and materialism (Horne), offering little of value in contrast to the city’s many enchantments and diverse pleasures. In the well-established tradition of satire, “suburban bashing is replete in literature, film and popular culture” (Felton et al xx). From Barry Humphries’s characterisation of Dame Edna Everage, housewife superstar, who first appeared in the 1960s, to the recent television comedy series Kath and Kim, suburbia and its inhabitants are represented as dull-witted, obsessed with trivia, and unworldly. This article does not intend to rehearse the tradition of suburban lampooning; rather, it seeks to illustrate how ideas about suburban living are hard held and how the suburban ethos maintains its grip, particularly in relation to notions of privacy and peace, despite the celebratory discourse around the emerging forms of urbanism in Brisbane.As Brisbane morphed rapidly from a provincial, suburban town to a metropolis throughout the 1990s and early 2000s, a set of metropolitan discourses developed in the local media that presented new ways of inhabiting and imagining the city and offered new affiliations and identifications with the city. In establishing Brisbane’s distinction as a city, marketing material relied heavily on the opposition between the city and the suburbs, implying that urban vitality and diversity rules triumphant over the suburbs’ apparent dullness and homogeneity. In a billboard advertisement for apartments in the urban renewal area of Newstead (2004), images of architectural renderings of the apartments were anchored by the words—“Urban living NOT suburban”—leaving little room for doubt. It is not the design qualities of the apartments or the building itself being promoted here, but a way of life that alludes to utopian ideas of urban life, of enchantment with the city, and implies, with the heavy emphasis of “NOT suburban,” the inferiority of suburban living.The cultural commodification of the late twentieth- and twenty-first-century city has been well documented (Evans; Dear; Zukin; Harvey) and its symbolic value as a commodity is expressed in marketing literature via familiar metropolitan tropes that are frequently amorphous and international. The malleability of such images makes them easily transportable and transposable, and they provided a useful stockpile for promoting a city such as Brisbane that lacked its own urban resources with which to construct a new identity. In the early days of urban renewal, the iconic images and references to powerhouse cities such as New York, London, and even Venice were heavily relied upon. In the latter example, an advertisement promoting Brisbane appeared in the Sydney Morning Herald colour magazine (May 2005). This advertisement represented Brisbane as an antipodean Venice, showing a large reach of the Brisbane river replete with gondolas flanked by the city’s only nineteenth-century riverside building, the Custom’s House. The allusion to traditional European culture is a departure from the usual tropes of “fun and sun” associated with promotions of Queensland, including Brisbane, while the new approach to promoting Brisbane is cognizant of the value of culture in the symbolic and economic hierarchy of the contemporary city. Perhaps equally, the advertisement could be read as ironic, a postmodern self-parodying statement about the city in general. In a nod to the centrality of the spectacle, the advertisement might be a salute to idea of the city as theme park, a pleasure playground and a collective fantasy of escape. Nonetheless, either interpretation presents Brisbane as somewhere else.In other promotional literature for apartment dwellings, suburban living maintains its imaginative grip, evident in a brochure advertising Petrie Point apartments in Brisbane’s urban renewal area of inner-city New Farm (2000). In the brochure, the promise of peace and calm—ideals that have their basis in suburban living—are imposed and promoted as a feature of inner-city living. Paradoxically, while suggesting that a wholesale evacuation and rejection of suburban life is occurring presumably because it is dull, the brochure simultaneously upholds the values of suburbia:Discerning baby boomers and generation X’ers who prefer lounging over latte rather than mowing the quarter acre block, are abandoning suburban living in droves. Instead, hankering after a more cosmopolitan lifestyle without the mind numbing drive to work, they are retreating to the residential mecca, the inner city, for chic shops and a lively dining, arts and theatre culture. (my italics)In the above extract, the rhetoric used to promote and uphold the virtues of a cosmopolitan inner-city life is sabotaged by a language that in many respects capitulates to the ideals of suburban living, and evokes the health and retreat ethos of suburbia. “Lounging” over lattes and “retreating to a residential mecca”[i] allude to precisely the type of suburban living the brochure purports to eschew. Privacy, relaxation, and health is a discourse and, more importantly, a way of living that is in many ways anathema to life in the city. It is a dream-wish that those features most valued about suburban life, can and should somehow be transplanted to the city. In its promotion of urban amenity, the brochure draws upon a somewhat bourgeois collection of cultural amenities and activities such as a (presumably traditional) arts and theatre culture, “lively dining,” and “chic” shops. The appeal to “discerning baby boomers and generation X’ers” has more than a whiff of status and class, an appeal that disavows the contemporary city’s attention to diversity and inclusivity, and frequently the source of promotion of many international cities. In contrast to the suburban sub-text of exclusivity and seclusion in the Petrie Point Apartment’s brochure, is a promotion of Sydney’s inner-city Newtown as a tourist site and spectacle, which makes an appeal to suburban antipathy clear from the outset. The brochure, distributed by NSW Tourism (2000) displays a strong emphasis on Newtown’s cultural and ethnic diversity, and the various forms of cultural consumption on offer. The inner-city suburb’s appeal is based on its re-framing as a site of tourist consumption of diversity and difference in which diversity is central to its performance as a tourist site. It relies on the distinction between “ordinary” suburbs and “cosmopolitan” places:Some cities are cursed with suburbs, but Sydney’s blessed with Newtown — a cosmopolitan neighbourhood of more than 600 stores, 70 restaurants, 42 cafes, theatres, pubs, and entertainment venues, all trading in two streets whose origins lie in the nineteenth century … Newtown is the Catwalk for those with more style than money … a parade where Yves St Laurent meets Saint Vincent de Paul, where Milano meets post-punk bohemia, where Max Mara meets Doc Marten, a stage where a petticoat is more likely to be your grandma’s than a Colette Dinnigan designer original (From Sydney Marketing brochure)Its opening oppositional gambit—“some cities are cursed with suburbs”—conveniently elides the fact that like all Australian cities, Sydney is largely suburban and many of Sydney’s suburbs are more ethnically diverse than its inner-city areas. Cabramatta, Fairfield, and most other suburbs have characteristically high numbers of ethnic groups such as Vietnamese, Korean, Lebanese, and so forth. Recent events, however, have helped to reframe these places as problem areas, rather than epicentres of diversity.The mingling of social groups invites the tourist-flâneur to a performance of difference, “a parade where Yves St Laurent meets Saint Vincent de Paul (my italics), where Milano meets post-punk bohemia,” and where “the upwardly mobile and down at heel” appear in what is presented as something of a theatrical extravaganza. Newtown is a product, its diversity a commodity. Consumed visually and corporeally via its divergent sights, sounds, smells and tastes (the brochure goes on to state that 70 restaurants offer cuisine from all over the globe), Newtown is a “successful neighbourhood experiment in the new globalism.” The area’s social inequities—which are implicit in the text, referred to as the “down at heel”—are vanquished and celebrated, incorporated into the rhetoric of difference.Brisbane’s lack of urban tradition and culture, as well as its lack of diversity in comparison to Sydney, reveals itself in the first brochure while the Newtown brochure appeals to the idea of a consumer-based cosmopolitanism. As a sociological concept, cosmopolitanism refers to a set of "subjective attitudes, outlooks and practices" broadly characterized as “disposition of openness towards others, people, things and experiences whose origin is non local” (Skrbis and Woodward 1). Clearly cosmopolitan attitudes do not have to be geographically located, but frequently the city is promoted as the site of these values, with the suburbs, apparently, forever looking inward.In the realm of marketing, appeals to the imagination are ubiquitous, but discursive practices can become embedded in everyday life. Despite the growth of urbanism, the increasing take up of metropolitan life and the enduring disdain among some for the suburbs, the hard-held suburban values of peace and privacy have pragmatic implications for the ways in which those values are embedded in people’s expectations of life in the inner city.The exponential growth in apartment living in Brisbane offers different ways of living to the suburban house. For a sub-tropical city where "life on the verandah" is a significant feature of the Queenslander house with its front and exterior verandahs, in the suburbs, a reasonable degree of privacy is assured. Much of Brisbane’s vernacular and contemporary housing is sensitive to this indoor-outdoor style of living, a distinct feature and appeal of everyday life in many suburbs. When "life on the verandah" is adapted to inner-city apartment buildings, expectations that indoor-outdoor living can be maintained in the same way can be problematic. In the inner city, life on the verandah may challenge expectations about privacy, noise and visual elements. While the Brisbane City Plan 2000 attempts to deal with privacy issues by mandating privacy screenings on verandahs, and the side screening of windows to prevent overlooking neighbours, there is ample evidence that attitudinal change is difficult. The exchange of a suburban lifestyle for an urban one, with the exposure to urbanity’s complexity, potential chaos and noise, can be confronting. In the Urban Renewal area and entertainment precinct of Fortitude Valley, during the late 1990s, several newly arrived residents mounted a vigorous campaign to the Brisbane City Council (BCC) and State government to have noise levels reduced from local nightclubs and bars. Fortitude Valley—the Valley, as it is known locally—had long been Brisbane’s main area for nightclubs, bars and brothels. A small precinct bounded by two major one-way roads, it was the locus of the infamous ABC 4 Corners “Moonlight State” report, which exposed the lines of corruption between politicians, police, and the judiciary of the former Bjelke-Petersen government (1974–1987) and who met in the Valley’s bars and brothels. The Valley was notorious for Brisbanites as the only place in a provincial, suburban town that resembled the seedy side of life associated with big cities. The BCC’s Urban Renewal Task Force and associated developers initially had a tough task convincing people that the area had been transformed. But as more amenity was established, and old buildings were converted to warehouse-style living in the pattern of gentrification the world over, people started moving in to the area from the suburbs and interstate (Felton). One of the resident campaigners against noise had purchased an apartment in the Sun Building, a former newspaper house and in which one of the apartment walls directly abutted the adjoining and popular nightclub, The Press Club. The Valley’s location as a music venue was supported by the BCC, who initially responded to residents’ noise complaints with its “loud and proud” campaign (Valley Metro). The focus of the campaign was to alert people moving into the newly converted apartments in the Valley to the existing use of the neighbourhood by musicians and music clubs. In another iteration of this campaign, the BCC worked with owners of music venues to ensure the area remains a viable music precinct while implementing restrictions on noise levels. Residents who objected to nightclub noise clearly failed to consider the impact of moving into an area that was already well known, even a decade ago, as the city’s premier precinct for music and entertainment venues. Since that time, the Valley has become Australia’s only regulated and promoted music precinct.The shift from suburban to urban living requires people to live in very different ways. Thrust into close proximity with strangers amongst a diverse population, residents can be confronted with a myriad of sensory inputs—to a cacophony of noise, sights, smells (Allon and Anderson). Expectations of order, retreat, and privacy inevitably come into conflict with urbanism’s inherent messiness. The contested nature of urban space is expressed in neighbour disputes, complaints about noise and visual amenity, and sometimes in eruptions of street violence. There is no shortage of examples in the Brisbane’s Urban Renewal areas such as Fortitude Valley, where acts of homophobia, racism, and other less destructive conflicts continue to be a frequent occurrence. While the refashioned discursive Brisbane is re-presented as cool, cultured, and creative, the tensions of urbanism and tests to civility remain in a process of constant negotiation. This is the way the city’s past disrupts and resists its cool new surface.[i] The use of the word mecca in the brochure occurred prior to 11 September 2001.ReferencesAllon, Fiona, and Kay Anderson. "Sentient Sydney." In Passionate City: An International Symposium. Melbourne: RMIT, School of Media Communication, 2004. 89–97.Australian Bureau of Statistics (ABS). Regional Population Growth, Australia, 1996-2006.Birmingham, John. "The Lost City of Vegas: David Malouf’s Old Brisbane." Hot Iron Corrugated Sky. Ed. R. Sheahan-Bright and S. Glover. St Lucia: U of Queensland P, 2002. xx–xx.Davison, Graeme. "The Past and Future of the Australian Suburb." Suburban Dreaming: An Interdisciplinary Approach to Australian Cities. Ed. L. Johnson. Geelong: Deakin University Press, 1994. xx–xx.Dear, Michael. The Postmodern Urban Condition. Oxford: Blackwell, 2000.Evans, Graeme. “Hard-Branding the Cultural City—From Prado to Prada.” International Journal of Urban and Regional Research 27.2 (2003): 417–40.Evans, Raymond, and Carole Ferrier, eds. Radical Brisbane. Melbourne: The Vulgar Press, 2004.Felton, Emma, Christy Collis, and Phil Graham. “Making Connections: Creative Industries Networks in Outer Urban Locations.” Australian Geographer 14.1 (Mar. 2010): 57–70.Felton, Emma. Emerging Urbanism: A Social and Cultural Study of Urban Change in Brisbane. PhD thesis. Brisbane: Griffith University, 2007.Glover, Stuart, and Stuart Cunningham. "The New Brisbane." Artlink 23.2 (2003): 16–23. Harvey, David. The Condition of Postmodernity: An Enquiry into the Origins of Cultural Change. Cambridge, MA: Blackwell, 1990. Horne, Donald. The Lucky Country: Australia in the Sixties. Ringwood: Penguin, 1964.Lefebvre, Henri. The Production of Space. Oxford: Basil Blackwell, 1991.Malouf, David. Johnno. St Lucia: University of Queensland Press, 1975. ---. 12 Edmondstone Street. London: Penguin, 1986.NSW Tourism. Sydney City 2000. Sydney, 2000.Salt, Bernard. Cinderella City: A Vision of Brisbane’s Rise to Prominence. Sydney: Austcorp, 2005.Skrbis, Zlatko, and Ian Woodward. “The Ambivalence of Ordinary Cosmopolitanism: Investigating the Limits of Cosmopolitanism Openness.” Sociological Review (2007): 1-14.Valley Metro. 1 May 2011 < http://www.valleymetro.com.au/the_valley.aspx >.Whitlock, Gillian. “Queensland: The State of the Art on the 'Last Frontier.’" Westerly 29.2 (1984): 85–90.Zukin, Sharon. The Culture of Cities. Cambridge, MA: Basil Blackwell, 1995.

Elizabeth Wilmot, Countess of Rochester, is best known to most modern readers as the woman John Wilmot, Earl of Rochester, abducted and later wed. As Samuel Pepys memorably records in his diary entry for 28 May 1665:Thence to my Lady Sandwich’s, where, to my shame, I had not been a great while before. Here, upon my telling her a story of my Lord Rochester’s running away on Friday night last with Mrs Mallet, the great beauty and fortune of the North, who had supped at Whitehall with Mrs Stewart, and was going home to her lodgings with her grandfather, my Lord Haly, by coach; and was at Charing Cross seized on by both horse and footmen, and forcibly taken from him, and put into a coach with six horses, and two women provided to receive her, and carried away. Upon immediate pursuit, my Lord of Rochester (for whom the King had spoke to the lady often, but with no success) was taken at Uxbridge; but the lady is not yet heard of, and the King mighty angry and the Lord sent to the Tower. (http://www.pepysdiary.com/)Here Pepys provides an anecdote that offers what Helen Deutsch has described in another context as “the elusive possibility of truth embodied by ‘things in themselves,’ by the things, that is, preserved in anecdotal form” (28). Pepys’s diary entry yields up an “elusive possibility” of embodied truth; his version of Wilmot’s abduction solidifies what he perceives to be the most notable features of her identity: her beauty, her wealth, and her sexual trajectory.Pepys’s conclusion that “the lady is not yet heard of” complicates this idea of anecdotal preservation, for he neatly ties up his story of Wilmot’s body by erasing her from it: she is removed, voiceless and disembodied, from even this anecdote of her own abduction. Pepys’s double maneuver demonstrates the complex set of interactions surrounding the preservation of early modern women’s sexual and textual selves. Written into Pepys’s diary and writing in conversation with her husband, Wilmot has generally been treated as a subordinate historical and literary figure—a character rather than an agent or an author. The richness of Wilmot’s own writing has been largely ignored; her manuscript poetry has been treated as an artefact and a source of autobiographical material, whereas Rochester’s poetry—itself teeming with autobiographical details, references to material culture, and ephemera—is recognised and esteemed as literary. Rochester’s work provides a tremendous resource, a window through which we can read and re-read his wife’s work in ways that enlighten and open up readings rather than closing them down, and her works similarly complicate his writings.By looking at Wilmot as a case study, I would like to draw attention to some of the continued dilemmas that scholars face when we attempt to recover early modern women’s writing. With this study, I will focus on distinct features of Wilmot’s sexual and textual identity. I will consider assumptions about female docility; the politics and poetics of erotic espionage; and Wilmot’s construction of fugitive desires in her poetry. Like the writings of many early modern women, Wilmot’s manuscript poetry challenges assumptions about the intersections of gender, sexuality, and authorship. Early Modern Women’s Docile Bodies?As the entry from Pepys’s diary suggests, Wilmot has been constructed as a docile female body—she is rendered “ideal” according to a set of gendered practices by which “inferior status has been inscribed” on her body (Bartky 139). Contrasting Pepys’s references to Wilmot’s beauty and marriageability with Wilmot’s own vivid descriptions of sexual desire highlights Wilmot’s tactical awareness and deployment of her inscribed form. In one of her manuscript poems, she writes:Nothing ades to Loves fond fireMore than scorn and cold disdainI to cherish your desirekindness used but twas in vainyou insulted on your SlaveTo be mine you soon refusedHope hope not then the power to haveWhich ingloriously you used. (230)This poem yields up a wealth of autobiographical information and provides glimpses into Wilmot’s psychology. Rochester spent much of his married life having affairs with women and men, and Wilmot represents herself as embodying her devotion to her husband even as he rejects her. In a recent blog entry about Wilmot’s poetry, Ellen Moody suggests that Wilmot “must maintain her invulnerable guard or will be hurt; the mores damn her whatever she does.” Interpretations of Wilmot’s verse typically overlay such sentiments on her words: she is damned by social mores, forced to configure her body and desire according to rigorous social codes that expect women to be pure and inviolable yet also accessible to their lovers and “invulnerable” to the pain produced by infidelity. Such interpretations, however, deny Wilmot the textual and sexual agency accorded to Rochester, begging the question of whether or not we have moved beyond reading women’s writing as essential, natural, and embodied. Thus while these lines might in fact yield up insights into Wilmot’s psychosocial and sexual identities, we continue to marginalise her writing and by extension her author-self if we insist on taking her words at face value. Compare, for example, Wilmot’s verse to the following song by her contemporary Aphra Behn:Love in Fantastique Triumph satt,Whilst Bleeding Hearts a round him flow’d,For whom Fresh paines he did Create,And strange Tyranick power he show’d;From thy Bright Eyes he took his fire,Which round about, in sports he hurl’d;But ’twas from mine, he took desire,Enough to undo the Amorous World. (53) This poem, which first appeared in Behn’s tragedy Abdelazer (1677) and was later printed in Poems upon Several Occasions (1684), was one of Behn’s most popular lyric verses. In the 1920s and 1930s Ernest Bernbaum, Montague Summers, Edmund Gosse, and others mined Behn’s works for autobiographical details and suggested that such historical details were all that her works offered—a trend that continued, disturbingly, into the later half of the twentieth century. Since the 1980s, Paula R. Backscheider, Ros Ballaster, Catherine Gallagher, Robert Markley, Paul Salzman, Jane Spencer, and Janet Todd have shown that Behn’s works are not simple autobiographical documents; they are the carefully crafted productions of a literary professional. Even though Behn’s song evokes a masochistic relationship between lover and beloved much like Wilmot’s song, critics treat “Love Arm’d” as a literary work rather than a literal transcription of female desire. Of course there are material differences between Wilmot’s song and Behn’s “Love Arm’d,” the most notable of which involves Behn’s self-conscious professionalism and her poem’s entrenchment in the structures of performance and print culture. But as scholars including Kathryn King and Margaret J. M. Ezell have begun to suggest, print publication was not the only way for writers to produce and circulate literary texts. King has demonstrated the ways in which female authors of manuscripts were producing social texts (563), and Ezell has shown that “collapsing ‘public’ into ‘publication’” leads modern readers to “overlook the importance of the social function of literature for women as well as men” (39). Wilmot’s poems did not go through the same material, ideological, and commercial processes as Behn’s poems did, but they participated in a social and cultural network of exchange that operated according to its own rules and that, significantly, was the same network that Rochester himself used for the circulation of his verses. Wilmot’s writings constitute about half of the manuscript Portland PwV 31, held by Hallward Library, University of Nottingham—a manuscript catalogued in the Perdita Project but lacking a description and biographical note. Teresa D. Kemp has discussed the impact of the Perdita Project on the study of early modern women’s writing in Feminist Teacher, and Jill Seal Millman and Elizabeth Clarke (both of whom are involved with the project) have also written articles about the usability of the database. Like many of the women writers catalogued by the Perdita Project, Wilmot lacks her own entry in the Dictionary of National Biography and is instead relegated to the periphery in Rochester’s entry.The nineteen-page folio includes poems by both Rochester and Wilmot. The first eight poems are autograph manuscript poems by Rochester, and a scene from a manuscript play ‘Scaene 1st, Mr. Daynty’s chamber’ is also included. The remaining poems, excluding one without attribution, are by Wilmot and are identified on the finding aid as follows:Autograph MS poem, entitled ‘Song’, by Elizabeth WilmotAutograph MS poem, entitled ‘Song’, by Elizabeth WilmotAutograph MS poem, entitled ‘Song’, by Elizabeth WilmotMS poem, untitled, not ascribed Autograph MS poem, entitled ‘Song’, by Elizabeth WilmotAutograph MS poem, untitled, by Elizabeth WilmotAutograph MS poem, untitled, by Elizabeth WilmotAutograph MS poem, untitled, by Elizabeth Wilmot Autograph MS poem, untitled, by Elizabeth WilmotTwo of the songs (including the lyric quoted above) have been published in Kissing the Rod with the disclaimer that marks of revision reveal that “Lady Rochester was not serving as an amanuensis for her husband” yet the editors maintain that “some sort of literary collaboration cannot be ruled out” (230), implying that Rochester helped his wife write her poetry. Establishing a non-hierarchical strategy for reading women’s collaborative manuscript writing here seems necessary. Unlike Behn, who produced works in manuscript and in print and whose maximization of the slippages between these modes has recently been analyzed by Anne Russell, Wilmot and Rochester both wrote primarily in manuscript. Yet only Rochester’s writings have been accorded literary status by historians of the book and of manuscript theory such as Harold Love and Arthur Marotti. Even though John Wilders notes that Rochester’s earliest poems were dialogues written with his wife, the literariness of her contributions is often undercut. Wilders offers a helpful suggestion that the dialogues set up by these poems helps “hint … at further complexities in the other” (51), but the complexities are identified as sexual rather than textual. Further, the poems are treated as responses to Rochester rather than conversations with him. Readers like Moody, moreover, draw reflections of marital psychology from Wilmot’s poems instead of considering their polysemic qualities and other literary traits. Instead of approaching the lines quoted above from Wilmot’s song as indications of her erotic and conjugal desire for her husband, we can consider her confident deployment of metaphysical conceits, her careful rhymes, and her visceral imagery. Furthermore, we can locate ways in which Wilmot and Rochester use the device of the answer poem to build a complex dialogue rather than a hierarchical relationship in which one voice dominates the other. The poems comprising Portland PwV 31 are written in two hands and two voices; they complement one another, but neither contains or controls the other. Despite the fact that David Farley-Hills dismissively calls this an “‘answer’ to this poem written in Lady Rochester’s handwriting” (29), the verses coexist in playful exchange textually as well as sexually. Erotic Exchange, Erotic EspionageBut does a reorientation of literary criticism away from Wilmot’s body and towards her body of verse necessarily entail a loss of her sexual and artefactual identity? Along with the account from Pepys’s diary mentioned at the outset of this study, letters from Rochester to his wife survive that provide a prosaic account of the couple’s married life. For instance, Rochester writes to her: “I love not myself as much as you do” (quoted in Green 159). Letters from Rochester to his wife typically showcase his playfulness, wit, and ribaldry (in one letter, he berates the artist responsible for two miniatures of Wilmot in strokes that are humorous yet also charged with a satire that borders on invective). The couple’s relationship was beleaguered by the doubts, infidelities, and sexual double standards that an autobiographical reading of Wilmot’s songs yields up, therefore it seems as counterproductive for feminist literary theory, criticism, and recovery work to entirely dispense with the autobiographical readings as it seems reductive to entirely rely on them. When approaching works like these manuscript poems, then, I propose using a model of erotic exchange and erotic espionage in tandem with more text-bound modes of literary criticism. To make this maneuver, we might begin by considering Gayle Rubin’s proposition that “If women are the gifts, then it is men who are the exchange partners. And it is the partners, not the presents, upon whom reciprocal exchange confers its quasi-mystical power of social linkage” (398). Wilmot’s poetry relentlessly unsettles the binary set up between partner and present, thereby demanding a more pluralistic identification of sexual and textual economies. Wilmot constructs Rochester as absent (“Thats caused by absence norished by despaire”), which is an explicit inversion of the gendered terms stereotypically deployed in poetry (the absent woman in works by Rochester as well as later satirists like Jonathan Swift and Alexander Pope often catalyzes sexual desire) that also registers Wilmot’s autobiographical contexts. She was, during most of her married life, living with his mother, her own mother, and Rochester’s nieces in his house at Adderbury while he stayed in London. The desire in Wilmot’s poetry is textualised as much as it is sexualised; weaving this doublebraid of desires and designs together ultimately provides the most complete interpretation of the verses. I read the verses as offering a literary form of erotic espionage in which Wilmot serves simultaneously as erotic object and author. That is, she both is and is not the Cloris of her (and Rochester’s) poetry, capable of looking on and authorizing her desired and desiring body. The lyric in which Wilmot writes “He would return the fugitive with Shame” provides the clearest example of the interpretive tactic that I am proposing. The line, from Wilmot’s song “Cloris misfortunes that can be exprest,” refers to the deity of Love in its complete context:Such conquering charmes contribute to my chainAnd ade fresh torments to my lingering painThat could blind Love juge of my faithful flameHe would return the fugitive with ShameFor having bin insenceable to loveThat does by constancy it merritt prove. (232)The speaker of the poem invokes Cupid and calls on “blind Love” to judge “my faithful flame.” The beloved would then be returned “fugitive with Shame” because “blind Love” would have weighed the lover’s passion and the beloved’s insensibility. Interestingly, the gender of the beloved and the lover are not marked in this poem. Only Cupid is marked as male. Although the lover is hypothetically associated with femaleness in the final stanza (“She that calls not reason to her aid / Deserves the punishmentt”), the ascription could as easily be gendering the trait of irrationality as gendering the subject/author of the poem. Desire, complaint, and power circulate in the song in a manner that lacks clear reference; the reader receives glimpses into an erotic world that is far more ornately literary than it is material. That is, reading the poem makes one aware of tropes of power and desire, whereas actual bodies recede into the margins of the text—identifiable because of the author’s handwriting, not a uniquely female perspective on sexuality or (contrary to Moody’s interpretation) a specifically feminine acquiescence to gender norms. Strategies for Reading a Body of VerseWilmot’s poetry participates in what might be described as two distinct poetic and political modes. On one hand, her writing reproduces textual expectations about Restoration answer poems, songs and lyrics, and romantic verses. She crafts poetry that corresponds to the same textual conventions that men like Rochester, John Dryden, Abraham Cowley, and William Cavendish utilised when they wrote in manuscript. For Wilmot, as for her male contemporaries, such manuscript writing would have been socially circulated; at the same time, the manuscript documents had a fluidity that was less common in print texts. Dryden and Behn’s published writings, for instance, often had a more literary context (“Love Arm’d” refers to Abdelazer, not to Behn’s sexual identity), whereas manuscript writing often referred to coteries of readers and writers, friends and lovers.As part of the volatile world of manuscript writing, Wilmot’s poetry also highlights her embodied erotic relationships. But over-reading—or only reading—the poetry as depicting a conjugal erotics limits our ability to recover Wilmot as an author and an agent. Feminist recovery work has opened many new tactics for incorporating women’s writing into existing literary canons; it has also helped us imagine ways of including female domestic work, sexuality, and other embodied forms into our understanding of early modern culture. By drawing together literary recovery work with a more material interest in recuperating women’s sexual bodies, we should begin to recuperate women like Wilmot not simply as authors or bodies but as both. The oscillations between the sexual and textual body in Wilmot’s poetry, and in our assessments of her life and writings, should help us approach her works (like the works of Rochester) as possessing a three-dimensionality that they have long been denied. ReferencesBartky, Sandra Lee. “Foucault, Femininity, and the Modernization of Patriarchal Power.” In Writing on the Body: Female Embodiment and Feminist Theory. Ed. Katie Conboy, Nadia Medina, and Sarah Stanbury. New York: Columbia University Press, 1997. 129-54.Behn, Aphra. “Song. Love Arm’d.” The Works of Aphra Behn. Volume 1: Poetry. Ed. Janet Todd. London: William Pickering, 1992. 53.Clarke, Elizabeth. “Introducing Hester Pulter and the Perdita Project.” Literature Compass 2.1 (2005). ‹http://www.blackwell-compass.com/subject/literature/article_view?article_id=lico_articles_bsl159›. Deutsch, Helen. Loving Doctor Johnson. Chicago: University of Chicago Press, 2005.Diamond, Irene, Ed. Feminism and Foucault: Reflections on Resistance. Boston: Northeastern University Press, 1988.Ezell, Margaret J. M. Social Authorship and the Advent of Print. Baltimore: Johns Hopkins University Press, 1999.Farley-Hill, David. Rochester’s Poetry. Totowa: Rowman and Littlefield, 1978. Greene, Graham. Lord Rochester’s Monkey. New York: Penguin, 1974. Greer, Germaine, Susan Hastings, Jeslyn Medoff, and Melinda Sansone, Ed. Kissing the Rod: An Anthology of Seventeenth-Century Women’s Verse. New York: Noonday Press, 1988. Kemp, Theresa D. “Early Women Writers.” Feminist Teacher 18.3 (2008): 234-39.King, Kathryn. “Jane Barker, Poetical Recreations, and the Sociable Text.” ELH 61 (1994): 551-70.Love, Harold, and Arthur F. Marotti. "Manuscript Transmission and Circulation." The Cambridge History of Early Modern English Literature. Cambridge, England: Cambridge University Press, 2002. 55-80. Love, Harold. "Systemizing Sigla." English Manuscript Studies 1100-1700. 11 (2002): 217-230. Marotti, Arthur F. "Shakespeare's Sonnets and the Manuscript Circulation of Texts in Early Modern England." A Companion to Shakespeare's Sonnets. Oxford: Blackwell, 2007. 185-203.McNay, Lois. Foucault And Feminism: Power, Gender, and the Self. Boston: Northeastern, 1992.Moody, Ellen. “Elizabeth Wilmot (neé Mallet), Countess of Rochester, Another Woman Poet.” Blog entry 16 March 2006. 11 Nov. 2008 ‹http://server4.moody.cx/index.php?id=400›. Pepys, Samuel. The Diary of Samuel Pepys. 23 Aug. 2008 ‹http://www.pepysdiary.com/archive/1665/05/28/index.php›. Rubin, Gayle. “The Traffic in Women: Notes on the ‘Political Economy’ of Sex.” Feminist Literary Theory and Criticism: A Norton Reader, ed. Sandra M. Gilbert and Susan Gubar, 392-413. New York: Norton, 2007.Russell, Anne. “Aphra Behn, Textual Communities, and Pastoral Sobriquets.” English Language Notes 40.4 (June 2003): 41-50.———. “'Public' and 'Private' in Aphra Behn's Miscellanies: Women Writers, Print, and Manuscript.” Write or Be Written: Early Modern Women Poets and Cultural Constraints. Ed. Barbara Smith and Ursula Appelt. Aldershot: Ashgate, 2001. 29-48. Sawicki, Jana. Disciplining Foucault: Feminism, Power and the Body. New York: Routledge, 1991.Seal, Jill. "The Perdita Project—A Winter's Report." Early Modern Literary Studies 6.3 (January, 2001): 10.1-14. ‹http://purl.oclc.org/emls/06-3/perdita.htm›.Wilders, John. “Rochester and the Metaphysicals.” In Spirit of Wit: Reconsiderations of Rochester. Ed. Jeremy Treglown. Hamden: Archon, 1982. 42-57.Wilmot, Elizabeth, Countess of Rochester. “Song” (“Nothing Ades to Love's Fond Fire”) and “Song” (“Cloris Misfortunes That Can Be Exprest”) in Kissing the Rod. 230-32.

During the War on Terror, the United States military has been conducting an increasing number of foreign campaigns by remote control using drones—also called unmanned aerial vehicles (UAVs) or remotely piloted vehicles (RPVs)—to extend the reach of military power and augment the technical precision of targeted strikes while minimizing bodily risk to American combatants. Stationed on bases throughout the southwest, operators fly weaponized drones over the Middle East. Viewing the battle zone through a computer screen that presents them with imagery captured from a drone-mounted camera, these combatants participate in war from a safe distance via an interface that resembles a video game. Increasingly, this participation takes the form of targeted killing. Despite their relative physical safety, in 2008 reports began mounting that like boots-on-the-ground combatants, many drone operators seek the services of chaplains or other mental health professionals to deal with the emotional toll of their work (Associated Press; Schachtman). Questions about the nature of the stress or trauma that drone operators experience have become a trope in news coverage of drone warfare (see Bumiller; Bowden; Saleton; Axe). This was exemplified in May 2013, when former Air Force drone pilot Brandon Bryant became a public figure after speaking to National Public Radio about his remorse for participating in targeted killing strikes and his subsequent struggle with post-traumatic stress (PTS) (Greene and McEvers). Stories like Bryant’s express American culture’s struggle to understand the role screen-mediated, remotely controlled killing plays in shifting the location of combatants’s sense of moral agency. That is, their sense of their ability to act based on their own understanding of right and wrong. Historically, one of the primary ways that psychiatry has conceptualized combat trauma has been as combatants’s psychological response losing their sense of moral agency on the battlefield (Lifton).This articleuses the popular science fiction novel Ender's Game as an analytic lens through which to examine the ways that screen-mediated warfare may result in combat trauma by investigating the ways in which it may compromise moral agency. The goal of this analysis is not to describe the present state of drone operators’s experience (see Asaro), but rather to compare and contrast contemporary public discourses on the psychological impact of screen-mediated war with the way it is represented in one of the most influential science fiction novels of all times (The book won the Nebula Award in 1985, the Hugo Award in 1986, and appears on both the Modern Library 100 Best Novels and American Library Association’s “100 Best Books for Teens” lists). In so doing, the paper aims to counter prevalent modes of critical analysis of screen-mediated war that cannot account for drone operators’s trauma. For decades, critics of postmodern warfare have denounced how fighting from inside tanks, the cockpits of planes, or at office desks has removed combatants from the experiences of risk and endangerment that historically characterized war (see Gray; Levidow & Robins). They suggest that screen-mediation enables not only physical but also cognitive and emotional distance from the violence of war-fighting by circumscribing it in a “magic circle.” Virtual worlds scholars adopted the term “magic circle” from cultural historian Johan Huizinga, who described it as the membrane that separates the time and space of game-play from those of real life (Salen and Zimmerman). While military scholars have long recognized that only 2% of soldiers can kill without hesitation (Grossman), critics of “video game wars” suggest that screen-mediation puts war in a magic circle, thereby creating cyborg human-machine assemblages capable of killing in cold blood. In other words, these critics argue that screen-mediated war distributes agency between humans and machines in such a way that human combatants do not feel morally responsible for killing. In contrast, Ender’s Game suggests that even when militaries utilize video game aesthetics to create weapons control interfaces, screen-mediation alone ultimately cannot blur the line between war and play and thereby psychically shield cyborg soldiers from combat trauma.Orson Scott Card’s 1985 novel Ender’s Game—and the 2013 film adaptation—tells the story of a young boy at an elite military academy. Set several decades after a terrible war between humans and an alien race called the buggers, the novel follows the life of a boy named Ender. At age 6, recruiters take Andrew “Ender” Wiggin from his family to begin military training. He excels in all areas and eventually enters officer training. There he encounters a new video game-like simulator in which he commands space ship battalions against increasingly complex configurations of bugger ships. At the novel’s climax, Ender's mentor, war hero Mazer Rackham, brings him to a room crowded with high-ranking military personnel in order to take his final test on the simulator. In order to win Ender opts to launch a massive bomb, nicknamed “Little Doctor”, at the bugger home world. The image on his screen of a ball of space dust where once sat the enemy planet is met by victory cheers. Mazer then informs Ender that since he began officer training, he has been remotely controlling real ships. The video game war was, "Real. Not a game" (Card 297); Ender has exterminated the bugger species. But rather than join the celebration, Ender is devastated to learn he has committed "xenocide." Screen-mediation, the novel shows, can enable people to commit acts that they would otherwise find heinous.US military advisors have used the story to set an agenda for research and development in augmented media. For example, Dr. Michael Macedonia, Chief Technology Officer of the Army Office for Simulation, Training, and Instrumentation told a reporter for the New York Times that Ender's Game "has had a lot of influence on our thinking" about how to use video game-like technologies in military operations (Harmon; Silberman; Mead). Many recent programs to develop and study video game-like military training simulators have been directly inspired by the book and its promise of being able to turn even a six-year-old into a competent combatant through well-structured human-computer interaction (Mead). However, it would appear that the novel’s moral regarding the psychological impact of actual screen-mediated combat did not dissuade military investment in drone warfare. The Air Force began using drones for surveillance during the Gulf War, but during the Global War on Terror they began to be equipped with weapons. By 2010, the US military operated over 7,000 drones, including over 200 weapons-ready Predator and Reaper drones. It now invests upwards of three-billion dollars a year into the drone program (Zucchino). While there are significant differences between contemporary drone warfare and the plot of Ender's Game—including the fact that Ender is a child, that he alone commands a fleet, that he thinks he is playing a game, and that, except for a single weapon of mass destruction, he and his enemies are equally well equipped—for this analysis, I will focus on their most important similarities: both Ender and actual drone operators work on teams for long shifts using video game-like technology to remotely control vehicles in aerial combat against an enemy. After he uses the Little Doctor, Mazer and Graff, Ender's long-time training supervisors, first work to circumvent his guilt by reframing his actions as heroic. “You're a hero, Ender. They've seen what you did, you and the others. I don't think there's a government on Earth that hasn't voted you their highest metal.” “I killed them all, didn't I?” Ender asked. “All who?” asked Graff. “The buggers? That was the idea.” Mazer leaned in close. “That's what the war was for.” “All their queens. So I killed all their children, all of everything.” “They decided that when they attacked us. It wasn't your fault. It's what had to happen.” Ender grabbed Mazer's uniform and hung onto it, pulling him down so they were face to face. “I didn't want to kill them all. I didn't want to kill anybody! I'm not a killer! […] but you made me do it, you tricked me into it!” He was crying. He was out of control. (Card 297–8)The novel up to this point has led us to believe that Ender at the very least understands that what he does in the game will be asked of him in real life. But his traumatic response to learning the truth reveals that he was in the magic circle. When he thinks he is playing a game, succeeding is a matter of ego: he wants to be the best, to live up to the expectations of his trainers that he is humanity’s last hope. When the magic circle is broken, Ender reconsiders his decision to use the Little Doctor. Tactics he could justify to win the game, reframed as real military tactics, threaten his sense of himself as a moral agent. Being told he is a hero provides no solace.Card wrote the novel during the Cold War, when computers were coming to play an increasingly large role in military operations. Historians of military technology have shown that during this time human behavior began to be defined in machine-like, functionalist terms by scientists working on cybernetic systems (see Edwards; Galison; Orr). Human skills were defined as components of large technological systems, such as tanks and anti-aircraft weaponry: a human skill was treated as functionally the same as a machine one. The only issue of importance was how all the components could work together in order to meet strategic goals—a cybernetic problem. The reasons that Mazer and Graff have for lying to Ender suggest that the author believed that as a form of technical augmentation, screen-mediation can be used to evacuate individual moral agency and submit human will to the command of the larger cybernetic system. Issues of displaced agency in the military cyborg assemblage are apparent in the following quote, in which Mazer compares Ender himself to the bomb he used to destroy the bugger home world: “You had to be a weapon, Ender. Like a gun, like the Little Doctor, functioning perfectly but not knowing what you were aimed at. We aimed you. We're responsible. If there was something wrong, we did it” (298). Questions of distributed agency have also surfaced in the drone debates. Government and military leaders have attempted to depersonalize drone warfare by assuring the American public that the list of targets is meticulously researched: drones kill those who we need killed. Drone warfare, media theorist Peter Asaro argues, has “created new and complex forms of human-machine subjectivity” that cannot be understood by considering the agency of the technology alone because it is distributed between humans and machines (25). While our leaders’s decisions about who to kill are central to this new cyborg subjectivity, the operators who fire the weapons nevertheless experience at least a retrospective sense of agency. As phenomenologist John Protevi notes, in the wake of wars fought by modern military networks, many veterans diagnosed with PTS still express guilt and personal responsibility for the outcomes of their participation in killing (Protevi). Mazer and Graff explain that the two qualities that make Ender such a good weapon also create an imperative to lie to him: his compassion and his innocence. For his trainers, compassion means a capacity to truly think like others, friend or foe, and understand their motivations. Graff explains that while his trainers recognized Ender's compassion as an invaluable tool, they also recognized that it would preclude his willingness to kill.It had to be a trick or you couldn't have done it. It's the bind we were in. We had to have a commander with so much empathy that he would think like the buggers, understand them and anticipate them. So much compassion that he could win the love of his underlings and work with them like a perfect machine, as perfect as the buggers. But somebody with that much compassion could never be the killer we needed. Could never go into battle willing to win at all costs. If you knew, you couldn't do it. If you were the kind of person who would do it even if you knew, you could never have understood the buggers well enough. (298)In learning that the game was real, Ender learns that he was not merely coming to understand a programmed simulation of bugger behavior, but their actual psychology. Therefore, his compassion has not only helped him understand the buggers’ military strategy, but also to identify with them.Like Ender, drone operators spend weeks or months following their targets, getting to know them and their routines from a God’s eye perspective. They both also watch the repercussions of their missions on screen. Unlike fighter pilots who drop bombs and fly away, drone operators use high-resolution cameras and fly much closer to the ground both when flying and assessing the results of their strikes. As one drone operator interviewed by the Los Angeles Times explained, "When I flew the B-52, it was at 30,000 to 40,000 feet, and you don't even see the bombs falling … Here, you're a lot closer to the actual fight, or that's the way it seems" (Zucchino). Brookings Institute scholar Peter Singer has argued that in this way screen mediation actually enables a more intimate experience of violence for drone operators than airplane pilots (Singer).The second reason Ender’s trainers give for lying is that they need someone not only compassionate, but also innocent of the horrors of war. The war veteran Mazer explains: “And it had to be a child, Ender,” said Mazer. “You were faster than me. Better than me. I was too old and cautious. Any decent person who knows what warfare is can never go into battle with a whole heart. But you didn't know. We made sure you didn't know" (298). When Ender discovers what he has done, he loses not only his innocence but his sense of himself as a moral agent. After such a trauma, his heart is no longer whole.Actual drone operators are, of course, not kept in a magic circle, innocent of the repercussions of their actions. Nor do they otherwise feel as though they are playing, as several have publicly stated. Instead, they report finding drone work tedious, and some even play video games for fun (Asaro). However, Air Force recruitment advertising makes clear analogies between the skills they desire and those of video game play (Brown). Though the first generations of drone operators were pulled from the ranks of flight pilots, in 2009 the Air Force began training them from the ground. Many drone operators, then, enter the role having no other military service and may come into it believing, on some level, that their work will be play.Recent military studies of drone operators have raised doubts about whether drone operators really experience high rates of trauma, suggesting that the stresses they experience are seated instead in occupational issues like long shifts (Ouma, Chappelle, and Salinas; Chappelle, Psy, and Salinas). But several critics of these studies have pointed out that there is a taboo against speaking about feelings of regret and trauma in the military in general and among drone operators in particular. A PTS diagnosis can end a military career; given the Air Force’s career-focused recruiting emphasis, it makes sense that few would come forward (Dao). Therefore, it is still important to take drone operator PTS seriously and try to understand how screen-mediation augments their experience of killing.While critics worry that warfare mediated by a screen and joystick leads to a “‘Playstation’ mentality towards killing” (Alston 25), Ender's Game presents a theory of remote-control war wherein this technological redistribution of the act of killing does not, in itself, create emotional distance or evacuate the killer’s sense of moral agency. In order to kill, Ender must be distanced from reality as well. While drone operators do not work shielded by the magic circle—and therefore do not experience the trauma of its dissolution—every day when they leave the cyborg assemblage of their work stations and rejoin their families they still have to confront themselves as individual moral agents and bear their responsibility for ending lives. In both these scenarios, a human agent’s combat trauma serves to remind us that even when their bodies are physically safe, war is hell for those who fight. This paper has illustrated how a science fiction story can be used as an analytic lens for thinking through contemporary discourses about human-technology relationships. However, the US military is currently investing in drones that are increasingly autonomous from human operators. This redistribution of agency may reduce incidence of PTS among operators by decreasing their role in, and therefore sense of moral responsibility for, killing (Axe). Reducing mental illness may seem to be a worthwhile goal, but in a world wherein militaries distribute the agency for killing to machines in order to reduce the burden on humans, societies will have to confront the fact that combatants’s trauma cannot be a compass by which to measure the morality of wars. Too often in the US media, the primary stories that Americans are told about the violence of their country’s wars are those of their own combatants—not only about their deaths and physical injuries, but their suicide and PTS. To understand war in such a world, we will need new, post-humanist stories where the cyborg assemblage and not the individual is held accountable for killing and morality is measured in lives taken, not rates of mental illness. ReferencesAlston, Phillip. “Report of the Special Rapporteur on Extrajudicial, Summary, or Arbitrary Executions, Addendum: Study on Targeted Killings.” United Nations Human Rights Council (2010). Asaro, Peter M. “The Labor of Surveillance and Bureaucratized Killing: New Subjectivities of Military Drone Operators”. Social Semiotics 23.2 (2013): 196-22. Associated Press. “Predator Pilots Suffering War Stress.” Military.com 2008. Axe, David. “How to Prevent Drone Pilot PTSD: Blame the ’Bot.” Wired June 2012.Bowden, Mark. “The Killing Machines: How to Think about Drones.” The Atlantic Sep. 2013.Brown, Melissa T. Enlisting Masculinity: The Construction of Gender in US Military Recruiting Advertising during the All-Volunteer Force. London: Oxford University Press, 2012. Bumiller, Elisabeth. “Air Force Drone Operators Report High Levels of Stress.” New York Times 18 Dec. 2011: n. pag. Card, Orson Scott. Ender’s Game. Tom Doherty Associates, Inc., 1985. Chappelle, Wayne, D. Psy, and Amber Salinas. “Psychological Health Screening of Remotely Piloted Aircraft (RPA) Operators and Supporting Units.” Paper presented at the Symposium on Mental Health and Well-Being across the Military Spectrum, Bergen, Norway, 12 April 2011: 1–12. Dao, James. “Drone Pilots Are Found to Get Stress Disorders Much as Those in Combat Do.” New York Times 22 Feb. 2013: n. pag. Edwards, Paul N. The Closed World: Computers and the Politics of Discourse in Cold War America. Cambridge: MIT Press, 1997.Galison, Peter. “The Ontology of the Enemy: Norbert Wiener and the Cybernetic Vision.” Critical Inquiry 21.1 (1994): 228.Gray, Chris Hables “Posthuman Soldiers in Postmodern War.” Body & Society 9.4 (2003): 215–226. 27 Nov. 2010.Greene, David, and Kelly McEvers. “Former Air Force Pilot Has Cautionary Tales about Drones.” National Public Radio 10 May 2013.Grossman, David. On Killing. Revised. Boston: Back Bay Books, 2009. Harmon, Amy. “More than Just a Game, But How Close to Reality?” New York Times 3 Apr. 2003: n. pag. Levidow, Les, and Robins. Cyborg Worlds: The Military Information Society. London: Free Association Books, 1989. Lifton, Robert Jay. Home from the War: Vietnam Veterans: Neither Victims nor Executioners. New York: Random House, 1973. Mead, Corey. War Play: Video Games and the Future of Armed Conflict. Boston: Houghton Mifflin Harcourt, 2013. Orr, Jackie. Panic Diaries: A Genealogy of Panic Disorder. Durham: Duke University Press, 2006.Ouma, J.A., W.L. Chappelle, and A. Salinas. Facets of Occupational Burnout among US Air Force Active Duty and National Guard/Reserve MQ-1 Predator and MQ-9 Reaper Operators. Air Force Research Labs Technical Report AFRL-SA-WP-TR-2011-0003. Wright-Patterson AFB, OH: Air Force Research Laboratory. 2011.Protevi, John. “Affect, Agency and Responsibility: The Act of Killing in the Age of Cyborgs.” Phenomenology and the Cognitive Sciences 7.3 (2008): 405–413. Salen, Katie, and Eric Zimmerman. Rules of Play: Game Design Fundamentals. Cambridge, MA: MIT Press, 2003. Saleton, William. “Ghosts in the Machine: Do Remote-Control War Pilots Get Combat Stress?” Slate.com Aug. 2008. Schachtman, Nathan. “Shrinks Help Drone Pilots Cope with Robo-Violence.” Wired Aug. 2008.Silberman, Steve. “The War Room.” Wired Sep. 2004: 1–5.Singer, P.W. Wired for War: The Robotics Revolution and Conflict in the Twenty-First Century. New York: Penguin Press, 2009. Zucchino, David. “Drone Pilots Have Front-Row Seat on War, from Half a World Away.” Los Angeles Times 21 Feb. 2010: n. pag.

I first came across etoy in Linz, Austria in 1995. They turned up at Ars Electronica with their shaved heads, in their matching orange bomber jackets. They were not invited. The next year they would not have to crash the party. In 1996 they were awarded Arts Electronica’s prestigious Golden Nica for web art, and were on their way to fame and bitterness – the just rewards for their art of self-regard. As founding member Agent.ZAI says: “All of us were extremely greedy – for excitement, for drugs, for success.” (Wishart & Boschler: 16) The etoy story starts on the fringes of the squatters’ movement in Zurich. Disenchanted with the hard left rhetorics that permeate the movement in the 1980s, a small group look for another way of existing within a commodified world, without the fantasy of an ‘outside’ from which to critique it. What Antonio Negri and friends call the ‘real subsumption’ of life under the rule of commodification is something etoy grasps intuitively. The group would draw on a number of sources: David Bowie, the Sex Pistols, the Manchester rave scene, European Amiga art, rumors of the historic avant gardes from Dada to Fluxus. They came together in 1994, at a meeting in the Swiss resort town of Weggis on Lake Lucerne. While the staging of the founding meeting looks like a rerun of the origins of the Situationist International, the wording of the invitation might suggest the founding of a pop music boy band: “fun, money and the new world?” One of the – many – stories about the origins of the name Dada has it being chosen at random from a bilingual dictionary. The name etoy, in an update on that procedure, was spat out by a computer program designed to make four letter words at random. Ironically, both Dada and etoy, so casually chosen, would inspire furious struggles over the ownership of these chancey 4-bit words. The group decided to make money by servicing the growing rave scene. Being based in Vienna and Zurich, the group needed a way to communicate, and chose to use the internet. This was a far from obvious thing to do in 1994. Connections were slow and unreliable. Sometimes it was easier to tape a hard drive full of clubland graphics to the underside of a seat on the express train from Zurich to Vienna and simply email instructions to meet the train and retrieve it. The web was a primitive instrument in 1995 when etoy built its first website. They launched it with a party called etoy.FASTLANE, an optimistic title when the web was anything but. Coco, a transsexual model and tabloid sensation, sang a Japanese song while suspended in the air. She brought media interest, and was anointed etoy’s lifestyle angel. As Wishart and Bochsler write, “it was as if the Seven Dwarfs had discovered their Snow White.” (Wishart & Boschler: 33) The launch didn’t lead to much in the way of a music deal or television exposure. The old media were not so keen to validate the etoy dream of lifting themselves into fame and fortune by their bootstraps. And so etoy decided to be stars of the new media. The slogan was suitably revised: “etoy: the pop star is the pilot is the coder is the designer is the architect is the manager is the system is etoy.” (Wishart & Boschler: 34) The etoy boys were more than net.artists, they were artists of the brand. The brand was achieving a new prominence in the mid-90s. (Klein: 35) This was a time when capitalism was hollowing itself out in the overdeveloped world, shedding parts of its manufacturing base. Control of the circuits of commodification would rest less on the ownership of the means of production and more on maintaining a monopoly on the flows of information. The leading edge of the ruling class was becoming self-consciously vectoral. It controlled the flow of information about what to produce – the details of design, the underlying patents. It controlled the flows of information about what is produced – the brands and logos, the slogans and images. The capitalist class is supplanted by a vectoral class, controlling the commodity circuit through the vectors of information. (Wark) The genius of etoy was to grasp the aesthetic dimension of this new stage of commodification. The etoy boys styled themselves not so much as a parody of corporate branding and management groupthink, but as logical extension of it. They adopted matching uniforms and called themselves agents. In the dada-punk-hiphop tradition, they launched themselves on the world as brand new, self-created, self-named subjects: Agents Zai, Brainhard, Gramazio, Kubli, Esposto, Udatny and Goldstein. The etoy.com website was registered in 1995 with Network Solutions for a $100 fee. The homepage for this etoy.TANKSYSTEM was designed like a flow chart. As Gramazio says: “We wanted to create an environment with surreal content, to build a parallel world and put the content of this world into tanks.” (Wishart & Boschler: 51) One tank was a cybermotel, with Coco the first guest. Another tank showed you your IP number, with a big-brother eye looking on. A supermarket tank offered sunglasses and laughing gas for sale, but which may or may not be delivered. The underground tank included hardcore photos of a sensationalist kind. A picture of the Federal Building in Oklamoma City after the bombing was captioned in deadpan post-situ style “such work needs a lot of training.” (Wishart & Boschler: 52) The etoy agents were by now thoroughly invested in the etoy brand and the constellation of images they had built around it, on their website. Their slogan became “etoy: leaving reality behind.” (Wishart & Boschler: 53) They were not the first artists fascinated by commodification. It was Warhol who said “good art is good business.”(Warhol ) But etoy reversed the equation: good business is good art. And good business, in this vectoral age, is in its most desirable form an essentially conceptual matter of creating a brand at the center of a constellation of signifiers. Late in 1995, etoy held another group meeting, at the Zurich youth center Dynamo. The problem was that while they had build a hardcore website, nobody was visiting it. Agents Gooldstein and Udatny thought that there might be a way of using the new search engines to steer visitors to the site. Zai and Brainhard helped secure a place at the Vienna Academy of Applied Arts where Udatny could use the computer lab to implement this idea. Udatny’s first step was to create a program that would go out and gather email addresses from the web. These addresses would form the lists for the early examples of art-spam that etoy would perpetrate. Udatny’s second idea was a bit more interesting. He worked out how to get the etoy.TANKSYSTEM page listed in search engines. Most search engines ranked pages by the frequency of the search term in the pages it had indexed, so etoy.TANKSYSTEM would contain pages of selected keywords. Porn sites were also discovering this method of creating free publicity. The difference was that etoy chose a very carefully curated list of 350 search terms, including: art, bondage, cyberspace, Doom, Elvis, Fidel, genx, heroin, internet, jungle and Kant. Users of search engines who searched for these terms would find dummy pages listed prominently in their search results that directed them, unsuspectingly, to etoy.com. They called this project Digital Hijack. To give the project a slightly political aura, the pages the user was directed to contained an appeal for the release of convicted hacker Kevin Mitnick. This was the project that won them a Golden Nica statuette at Ars Electronica in 1996, which Gramazio allegedly lost the same night playing roulette. It would also, briefly, require that they explain themselves to the police. Digital Hijack also led to the first splits in the group, under the intense pressure of organizing it on a notionally collective basis, but with the zealous Agent Zai acting as de facto leader. When Udatny was expelled, Zai and Brainhard even repossessed his Toshiba laptop, bought with etoy funds. As Udatny recalls, “It was the lowest point in my life ever. There was nothing left; I could not rely on etoy any more. I did not even have clothes, apart from the etoy uniform.” (Wishart & Boschler: 104) Here the etoy story repeats a common theme from the history of the avant gardes as forms of collective subjectivity. After Digital Hijack, etoy went into a bit of a slump. It’s something of a problem for a group so dependent on recognition from the other of the media, that without a buzz around them, etoy would tend to collapse in on itself like a fading supernova. Zai spend the early part of 1997 working up a series of management documents, in which he appeared as the group’s managing director. Zai employed the current management theory rhetoric of employee ‘empowerment’ while centralizing control. Like any other corporate-Trotskyite, his line was that “We have to get used to reworking the company structure constantly.” (Wishart & Boschler: 132) The plan was for each member of etoy to register the etoy trademark in a different territory, linking identity to information via ownership. As Zai wrote “If another company uses our name in a grand way, I’ll probably shoot myself. And that would not be cool.” (Wishart & Boschler:: 132) As it turned out, another company was interested – the company that would become eToys.com. Zai received an email offering “a reasonable sum” for the etoy.com domain name. Zai was not amused. “Damned Americans, they think they can take our hunting grounds for a handful of glass pearls….”. (Wishart & Boschler: 133) On an invitation from Suzy Meszoly of C3, the etoy boys traveled to Budapest to work on “protected by etoy”, a work exploring internet security. They spent most of their time – and C3’s grant money – producing a glossy corporate brochure. The folder sported a blurb from Bjork: “etoy: immature priests from another world” – which was of course completely fabricated. When Artothek, the official art collection of the Austrian Chancellor, approached etoy wanting to buy work, the group had to confront the problem of how to actually turn their brand into a product. The idea was always that the brand was the product, but this doesn’t quite resolve the question of how to produce the kind of unique artifacts that the art world requires. Certainly the old Conceptual Art strategy of selling ‘documentation’ would not do. The solution was as brilliant as it was simple – to sell etoy shares. The ‘works’ would be ‘share certificates’ – unique objects, whose only value, on the face of it, would be that they referred back to the value of the brand. The inspiration, according to Wishart & Boschsler, was David Bowie, ‘the man who sold the world’, who had announced the first rock and roll bond on the London financial markets, backed by future earnings of his back catalogue and publishing rights. Gramazio would end up presenting Chancellor Viktor Klima with the first ‘shares’ at a press conference. “It was a great start for the project”, he said, “A real hack.” (Wishart & Boschler: 142) For this vectoral age, etoy would create the perfect vectoral art. Zai and Brainhard took off next for Pasadena, where they got the idea of reverse-engineering the online etoy.TANKSYSTEM by building an actual tank in an orange shipping container, which would become etoy.TANK 17. This premiered at the San Francisco gallery Blasthaus in June 1998. Instant stars in the small world of San Francisco art, the group began once again to disintegrate. Brainhard and Esposito resigned. Back in Europe in late 1998, Zai was preparing to graduate from the Vienna Academy of Applied Arts. His final project would recapitulate the life and death of etoy. It would exist from here on only as an online archive, a digital mausoleum. As Kubli says “there was no possibility to earn our living with etoy.” (Wishart & Boschler: 192) Zai emailed eToys.com and asked them if them if they would like to place a banner ad on etoy.com, to redirect any errant web traffic. Lawyers for eToys.com offered etoy $30,000 for the etoy.com domain name, which the remaining members of etoy – Zai, Gramazio, Kubli – refused. The offer went up to $100,000, which they also refused. Through their lawyer Peter Wild they demanded $750,000. In September 1999, while etoy were making a business presentation as their contribution to Ars Electronica, eToys.com lodged a complaint against etoy in the Los Angeles Superior Court. The company hired Bruce Wessel, of the heavyweight LA law firm Irell & Manella, who specialized in trademark, copyright and other intellectual property litigation. The complaint Wessel drafted alleged that etoy had infringed and diluted the eToys trademark, were practicing unfair competition and had committed “intentional interference with prospective economic damage.” (Wishart & Boschler: 199) Wessel demanded an injunction that would oblige etoy to cease using its trademark and take down its etoy.com website. The complaint also sought to prevent etoy from selling shares, and demanded punitive damages. Displaying the aggressive lawyering for which he was so handsomely paid, Wessel invoked the California Unfair Competition Act, which was meant to protect citizens from fraudulent business scams. Meant as a piece of consumer protection legislation, its sweeping scope made it available for inventive suits such as Wessel’s against etoy. Wessel was able to use pretty much everything from the archive etoy built against it. As Wishart and Bochsler write, “The court papers were like a delicately curated catalogue of its practices.” (Wishart & Boschler: 199) And indeed, legal documents in copyright and trademark cases may be the most perfect literature of the vectoral age. The Unfair Competition claim was probably aimed at getting the suit heard in a Californian rather than a Federal court in which intellectual property issues were less frequently litigated. The central aim of the eToys suit was the trademark infringement, but on that head their claims were not all that strong. According to the 1946 Lanham Act, similar trademarks do not infringe upon each other if there they are for different kinds of business or in different geographical areas. The Act also says that the right to own a trademark depends on its use. So while etoy had not registered their trademark and eToys had, etoy were actually up and running before eToys, and could base their trademark claim on this fact. The eToys case rested on a somewhat selective reading of the facts. Wessel claimed that etoy was not using its trademark in the US when eToys was registered in 1997. Wessel did not dispute the fact that etoy existed in Europe prior to that time. He asserted that owning the etoy.com domain name was not sufficient to establish a right to the trademark. If the intention of the suit was to bully etoy into giving in, it had quite the opposite effect. It pissed them off. “They felt again like the teenage punks they had once been”, as Wishart & Bochsler put it. Their art imploded in on itself for lack of attention, but called upon by another, it flourished. Wessel and eToys.com unintentionally triggered a dialectic that worked in quite the opposite way to what they intended. The more pressure they put on etoy, the more valued – and valuable – they felt etoy to be. Conceptual business, like conceptual art, is about nothing but the management of signs within the constraints of given institutional forms of market. That this conflict was about nothing made it a conflict about everything. It was a perfectly vectoral struggle. Zai and Gramazio flew to the US to fire up enthusiasm for their cause. They asked Wolfgang Staehle of The Thing to register the domain toywar.com, as a space for anti-eToys activities at some remove from etoy.com, and as a safe haven should eToys prevail with their injunction in having etoy.com taken down. The etoy defense was handled by Marcia Ballard in New York and Robert Freimuth in Los Angeles. In their defense, they argued that etoy had existed since 1994, had registered its globally accessible domain in 1995, and won an international art prize in 1996. To counter a claim by eToys that they had a prior trademark claim because they had bought a trademark from another company that went back to 1990, Ballard and Freimuth argued that this particular trademark only applied to the importation of toys from the previous owner’s New York base and thus had no relevance. They capped their argument by charging that eToys had not shown that its customers were really confused by the existence of etoy. With Christmas looming, eToys wanted a quick settlement, so they offered Zurich-based etoy lawyer Peter Wild $160,000 in shares and cash for the etoy domain. Kubli was prepared to negotiate, but Zai and Gramazio wanted to gamble – and raise the stakes. As Zai recalls: “We did not want to be just the victims; that would have been cheap. We wanted to be giants too.” (Wishart & Boschler: 207) They refused the offer. The case was heard in November 1999 before Judge Rafeedie in the Federal Court. Freimuth, for etoy, argued that federal Court was the right place for what was essentially a trademark matter. Robert Kleiger, for eToys, countered that it should stay where it was because of the claims under the California Unfair Competition act. Judge Rafeedie took little time in agreeing with the eToys lawyer. Wessel’s strategy paid off and eToys won the first skirmish. The first round of a quite different kind of conflict opened when etoy sent out their first ‘toywar’ mass mailing, drawing the attention of the net.art, activism and theory crowd to these events. This drew a report from Felix Stalder in Telepolis: “Fences are going up everywhere, molding what once seemed infinite space into an overcrowded and tightly controlled strip mall.” (Stalder ) The positive feedback from the net only emboldened etoy. For the Los Angeles court, lawyers for etoy filed papers arguing that the sale of ‘shares’ in etoy was not really a stock offering. “The etoy.com website is not about commerce per se, it is about artist and social protest”, they argued. (Wishart & Boschler: 209) They were obliged, in other words, to assert a difference that the art itself had intended to blur in order to escape eToy’s claims under the Unfair Competition Act. Moreover, etoy argued that there was no evidence of a victim. Nobody was claiming to have been fooled by etoy into buying something under false pretences. Ironically enough, art would turn out in hindsight to be a more straightforward transaction here, involving less simulation or dissimulation, than investing in a dot.com. Perhaps we have reached the age when art makes more, not less, claim than business to the rhetorical figure of ‘reality’. Having defended what appeared to be the vulnerable point under the Unfair Competition law, etoy went on the attack. It was the failure of eToys to do a proper search for other trademarks that created the problem in the first place. Meanwhile, in Federal Court, lawyers for etoy launched a counter-suit that reversed the claims against them made by eToys on the trademark question. While the suits and counter suits flew, eToys.com upped their offer to settle to a package of cash and shares worth $400,000. This rather puzzled the etoy lawyers. Those choosing to sue don’t usually try at the same time to settle. Lawyer Peter Wild advised his clients to take the money, but the parallel tactics of eToys.com only encouraged them to dig in their heels. “We felt that this was a tremendous final project for etoy”, says Gramazio. As Zai says, “eToys was our ideal enemy – we were its worst enemy.” (Wishart & Boschler: 210) Zai reported the offer to the net in another mass mail. Most people advised them to take the money, including Doug Rushkoff and Heath Bunting. Paul Garrin counseled fighting on. The etoy agents offered to settle for $750,000. The case came to court in late November 1999 before Judge Shook. The Judge accepted the plausibility of the eToys version of the facts on the trademark issue, which included the purchase of a registered trademark from another company that went back to 1990. He issued an injunction on their behalf, and added in his statement that he was worried about “the great danger of children being exposed to profane and hardcore pornographic issues on the computer.” (Wishart & Boschler: 222) The injunction was all eToys needed to get Network Solutions to shut down the etoy.com domain. Zai sent out a press release in early December, which percolated through Slashdot, rhizome, nettime (Staehle) and many other networks, and catalyzed the net community into action. A debate of sorts started on investor websites such as fool.com. The eToys stock price started to slide, and etoy ‘warriors’ felt free to take the credit for it. The story made the New York Times on 9th December, Washington Post on the 10th, Wired News on the 11th. Network Solutions finally removed the etoy.com domain on the 10th December. Zai responded with a press release: “this is robbery of digital territory, American imperialism, corporate destruction and bulldozing in the way of the 19th century.” (Wishart & Boschler: 237) RTMark set up a campaign fund for toywar, managed by Survival Research Laboratories’ Mark Pauline. The RTMark press release promised a “new internet ‘game’ designed to destroy eToys.com.” (Wishart & Boschler: 239) The RTMark press release grabbed the attention of the Associated Press newswire. The eToys.com share price actually rose on December 13th. Goldman Sachs’ e-commerce analyst Anthony Noto argued that the previous declines in the Etoys share price made it a good buy. Goldman Sachs was the lead underwriter of the eToys IPO. Noto’s writings may have been nothing more than the usual ‘IPOetry’ of the time, but the crash of the internet bubble was some months away yet. The RTMark campaign was called ‘The Twelve Days of Christmas’. It used the Floodnet technique that Ricardo Dominguez used in support of the Zapatistas. As Dominguez said, “this hysterical power-play perfectly demonstrates the intensions of the new net elite; to turn the World Wide Web into their own private home-shopping network.” (Wishart & Boschler: 242) The Floodnet attack may have slowed the eToys.com server down a bit, but it was robust and didn’t crash. Ironically, it ran on open source software. Dominguez claims that the ‘Twelve Days’ campaign, which relied on individuals manually launching Floodnet from their own computers, was not designed to destroy the eToys site, but to make a protest felt. “We had a single-bullet script that could have taken down eToys – a tactical nuke, if you will. But we felt this script did not represent the presence of a global group of people gathered to bear witness to a wrong.” (Wishart & Boschler: 245) While the eToys engineers did what they could to keep the site going, eToys also approached universities and businesses whose systems were being used to host Floodnet attacks. The Thing, which hosted Dominguez’s eToys Floodnet site was taken offline by The Thing’s ISP, Verio. After taking down the Floodnet scripts, The Thing was back up, restoring service to the 200 odd websites that The Thing hosted besides the offending Floodnet site. About 200 people gathered on December 20th at a demonstration against eToys outside the Museum of Modern Art. Among the crowd were Santas bearing signs that said ‘Coal for eToys’. The rally, inside the Museum, was led by the Reverend Billy of the Church of Stop Shopping: “We are drowning in a sea of identical details”, he said. (Wishart & Boschler: 249-250) Meanwhile etoy worked on the Toywar Platform, an online agitpop theater spectacle, in which participants could act as soldiers in the toywar. This would take some time to complete – ironically the dispute threatened to end before this last etoy artwork was ready, giving etoy further incentives to keep the dispute alive. The etoy agents had a new lawyer, Chris Truax, who was attracted to the case by the publicity it was generating. Through Truax, etoy offered to sell the etoy domain and trademark for $3.7 million. This may sound like an insane sum, but to put it in perspective, the business.com site changed hands for $7.5 million around this time. On December 29th, Wessel signaled that eToys was prepared to compromise. The problem was, the Toywar Platform was not quite ready, so etoy did what it could to drag out the negotiations. The site went live just before the scheduled court hearings, January 10th 2000. “TOYWAR.com is a place where all servers and all involved people melt and build a living system. In our eyes it is the best way to express and document what’s going on at the moment: people start to about new ways to fight for their ideas, their lifestyle, contemporary culture and power relations.” (Wishart & Boschler: 263) Meanwhile, in a California courtroom, Truax demanded that Network Solutions restore the etoy domain, that eToys pay the etoy legal expenses, and that the case be dropped without prejudice. No settlement was reached. Negotiations dragged on for another two weeks, with the etoy agents’ attention somewhat divided between two horizons – art and law. The dispute was settled on 25th January. Both parties dismissed their complaints without prejudice. The eToys company would pay the etoy artists $40,000 for legal costs, and contact Network Solutions to reinstate the etoy domain. “It was a pleasure doing business with one of the biggest e-commerce giants in the world” ran the etoy press release. (Wishart & Boschler: 265) That would make a charming end to the story. But what goes around comes around. Brainhard, still pissed off with Zai after leaving the group in San Francisco, filed for the etoy trademark in Austria. After that the internal etoy wranglings just gets boring. But it was fun while it lasted. What etoy grasped intuitively was the nexus between the internet as a cultural space and the transformation of the commodity economy in a yet-more abstract direction – its becoming-vectoral. They zeroed in on the heart of the new era of conceptual business – the brand. As Wittgenstein says of language, what gives words meaning is other words, so too for brands. What gives brands meaning is other brands. There is a syntax for brands as there is for words. What etoy discovered is how to insert a new brand into that syntax. The place of eToys as a brand depended on their business competition with other brands – with Toys ‘R’ Us, for example. For etoy, the syntax they discovered for relating their brand to another one was a legal opposition. What made etoy interesting was their lack of moral posturing. Their abandonment of leftist rhetorics opened them up to exploring the territory where media and business meet, but it also made them vulnerable to being consumed by the very dialectic that created the possibility of staging etoy in the first place. By abandoning obsolete political strategies, they discovered a media tactic, which collapsed for want of a new strategy, for the new vectoral terrain on which we find ourselves. Works Cited Negri, Antonio. Time for Revolution. Continuum, London, 2003. Warhol, Andy. From A to B and Back Again. Picador, New York, 1984. Stalder, Felix. ‘Fences in Cyberspace: Recent events in the battle over domain names’. 19 Jun 2003. <http://felix.openflows.org/html/fences.php>. Wark, McKenzie. ‘A Hacker Manifesto [version 4.0]’ 19 Jun 2003. http://subsol.c3.hu/subsol_2/contributors0/warktext.html. Klein, Naomi. No Logo. Harper Collins, London, 2000. Wishart, Adam & Regula Bochsler. Leaving Reality Behind: etoy vs eToys.com & Other Battles to Control Cyberspace Ecco Books, 2003. Staehle, Wolfgang. ‘<nettime> etoy.com shut down by US court.’ 19 Jun 2003. http://amsterdam.nettime.org/Lists-Archives/nettime-l-9912/msg00005.html Links http://amsterdam.nettime.org/Lists-Archives/nettime-l-9912/msg00005.htm http://felix.openflows.org/html/fences.html http://subsol.c3.hu/subsol_2/contributors0/warktext.html Citation reference for this article Substitute your date of access for Dn Month Year etc... MLA Style Wark, McKenzie. "Toywars" M/C: A Journal of Media and Culture< http://www.media-culture.org.au/0306/02-toywars.php>. APA Style Wark, M. (2003, Jun 19). Toywars. M/C: A Journal of Media and Culture, 6,< http://www.media-culture.org.au/0306/02-toywars.php>

In light of an ongoing debate over the authorship of the Redfern address (was it then Prime Minister Paul Keating or his speechwriter, Don Watson, who was responsible for this historic piece?), the authors of this article consider notions of ownership, authorship, and acknowledgement as they relate to the crafting, delivery, and reception of historical political speeches. There is focus, too, on the often-remarkable partnership that evolves between speechwriters and those who deliver the work. We argue that by drawing on the expertise of an artist or—in the case of the article at hand—speechwriter, collaboration facilitates the ‘translation’ of the politician’s or patron’s vision into a delivered reality. The article therefore proposes that while a speech, perhaps like a commissioned painting or sculpture, may be understood as the product of a highly synergistic collaboration between patron and producer, the power-bearer nonetheless retains essential ‘ownership’ of the material. This, we argue, is something other than the process of authorship adumbrated above. Leaving aside, for the present, the question of ownership, the context in which a speech is written and given may well intensify questions of authorship: the more politically significant or charged the context, the greater the potential impact of a speech and the more at stake in terms of its authorship. In addition to its focus on the latter, this article therefore also reflects on the considerable cultural resonance of the speech in question and, in so doing, assesses its significant impact on Australian reconciliation discourse. In arriving at our conclusions, we employ a method assemblage approach including analogy, comparison, historical reference, and interview. Comprising a range of investigative modalities such as those employed by us, John Law argues that a “method assemblage” is essentially a triangulated form of primary and secondary research facilitating the interrogation of social phenomena that do not easily yield to more traditional modes of research (Law 7). The approach is all the more relevant to this article since through it an assessment of the speech’s historical significance may be made. In particular, this article extensively compares the collaboration between Keating and Watson to that of United States President John F. Kennedy and Special Counsel and speechwriter Ted Sorensen. As the article reveals, this collaboration produced a number of Kennedy’s historic speeches and was mutually acknowledged as a particularly important relationship. Moreover, because both Sorensen and Watson were also key advisers to the leaders of their respective nations, the comparison is doubly fertile.On 10 December 1992 then Prime Minister Paul Keating launched the International Year of the World’s Indigenous People by delivering an address now recognised as a landmark in Australian, and even global, oratory. Alan Whiticker, for instance, includes the address in his Speeches That Shaped the Modern World. Following brief instruction from Keating (who was scheduled to give two orations on 10 December), the Prime Minister’s speechwriter and adviser, Don Watson, crafted the speech over the course of one evening. The oration that ensued was history-making: Keating became the first of all who held his office to declare that non-Indigenous Australians had dispossessed Aboriginal people; an unequivocal admission in which the Prime Minister confessed: “we committed the murders” (qtd. in Whiticker 331). The impact of this cannot be overstated. A personal interview with Jennifer Beale, an Indigenous Australian who was among the audience on that historic day, reveals the enormous significance of the address:I felt the mood of the crowd changed … when Keating said “we took the traditional lands” … . “we committed [the murders]” … [pauses] … I was so amazed to be standing there hearing a Prime Minister saying that… And I felt this sort of wave go over the crowd and they started actually paying attention… I’d never in my life heard … anyone say it like that: we did this, to you… (personal communication, 15 Dec. 2016)Later in the interview, when recalling a conversation in the Channel Seven newsroom where she formerly worked, Beale recalls a senior reporter saying that, with respect to Aboriginal history, there had been a ‘conservative cover up.’ Given the broader context (her being interviewed by the present authors about the Redfern Address) Beale’s response to that exchange is particularly poignant: “…it’s very rare that I have had these experiences in my life where I have been … [pauses at length] validated… by non-Aboriginal people” (op. cit.).The speech, then, is a crucial bookend in Australian reconciliation discourse, particularly as an admission of egregious wrongdoing to be addressed (Foye). The responding historical bookend is, of course, Kevin Rudd’s 2008 ‘Apology to the Stolen Generations’. Forming the focal point of the article at hand, the Redfern Address is significant for another reason: that is, as the source of a now historical controversy and very public (and very bitter) falling out between politician and speechwriter.Following the publication of Watson’s memoir Recollections of a Bleeding Heart, Keating denounced the former as having broken an unwritten contract that stipulates the speechwriter has the honour of ‘participating in the endeavour and the power in return for anonymity and confidentiality’ (Keating). In an opinion piece appearing in the Sydney Morning Herald, Keating argued that this implied contract is central to the speech-writing process:This is how political speeches are written, when the rapid business of government demands mass writing. A frequency of speeches that cannot be individually scripted by the political figure or leader giving them… After a pre-draft conference on a speech—canvassing the kind of things I thought we should say and include—unless the actual writing was off the beam, I would give the speech more or less off the printer… All of this only becomes an issue when the speechwriter steps from anonymity to claim particular speeches or words given to a leader or prime minister in the privacy of the workspace. Watson has done this. (Keating)Upon the release of After Words, a collection of Keating’s post-Prime Ministerial speeches, senior writer for The Australian, George Megalogenis opined that the book served to further Keating’s argument: “Take note, Don Watson; Keating is saying, ‘I can write’” (30). According to Phillip Adams, Keating once bluntly declared “I was in public life for twenty years without Don Watson and did pretty well” (154). On the subject of the partnership’s best-known speech, Keating claims that while Watson no doubt shared the sentiments invoked in the Redfern Address, “in the end, the vector force of the power and what to do with it could only come from me” (Keating).For his part, Watson has challenged Keating’s claim to being the rightfully acknowledged author of the Redfern Address. In an appearance on the ABC’s Q&A he asserted authorship of the material, listing other famous historical exponents of his profession who had taken credit for their place at the wheel of government: “I suppose I could say that while I was there, really I was responsible for the window boxes in Parliament House but, actually, I was writing speeches as speechwriters do; as Peggy Noonan did for Ronald Reagan; as Graham Freudenberg did for three or four Prime Ministers, and so on…” (Watson). Moreover, as Watson has suggested, a number of prominent speechwriters have gone on to take credit for their work in written memoirs. In an opinion piece in The Australian, Denis Glover observes that: “great speechwriters always write such books and have the good sense to wait until the theatre has closed, as Watson did.” A notable example of this after-the-era approach is Ted Sorensen’s Counselor in which the author nonetheless remains extraordinarily humble—observing that reticence, or ‘a passion for anonymity’, should characterise the posture of the Presidential speechwriter (131).In Counselor, Sorensen discusses his role as collaborator with Kennedy—likening the relationship between political actor and speechwriter to that between master and apprentice (130). He further observes that, like an apprentice, a speechwriter eventually learns to “[imitate] the style of the master, ultimately assisting him in the execution of the final work of art” (op. cit., 130-131). Unlike Watson’s claim to be the ‘speechwriter’—a ‘master’, of sorts—Sorensen more modestly declares that: “for eleven years, I was an apprentice” (op. cit., 131). At some length Sorensen focuses on this matter of anonymity, and the need to “minimize” his role (op. cit.). Reminiscent of the “unwritten contract” (see above) that Keating declares broken by Watson, Sorensen argues that his “reticence was [and is] the result of an implicit promise that [he] vowed never to break…” (op. cit.). In implying that the ownership of the speeches to which he contributed properly belongs to his President, Sorensen goes on to state that “Kennedy did deeply believe everything I helped write for him, because my writing came from my knowledge of his beliefs” (op. cit. 132). As Herbert Goldhamer observes in The Adviser, this knowing of a leader’s mind is central to the advisory function: “At times the adviser may facilitate the leader’s inner dialogue…” (15). The point is made again in Sorensen’s discussion of his role in the writing of Kennedy’s Profiles in Courage. In response to a charge that he [Sorensen] had ghost-written the book, Sorensen confessed that he might have privately boasted of having written much of it. (op. cit., 150) But he then goes on to observe that “the book’s concept was his [Kennedy’s], and that the selection of stories was his.” (op. cit.). “Like JFK’s speeches”, Sorensen continues, “Profiles in Courage was a collaboration…” (op. cit.).Later in Counselor, when discussing Kennedy’s inaugural address, it is interesting to note that Sorensen is somewhat less modest about the question of authorship. While the speech was and is ‘owned’ by Kennedy (the President requested its crafting, received it, edited the final product many times, and—with considerable aplomb—delivered it in the cold midday air of 20 January 1961), when discussing the authorship of the text Sorensen refers to the work of Thurston Clarke and Dick Tofel who independently conclude that the speech was a collaborative effort (op. cit. 227). Sorensen notes that while Clarke emphasised the President’s role and Tofel emphasised his own, the matter of who was principal craftsman will—and indeed should—remain forever clouded. To ensure that it will permanently remain so, following a discussion with Kennedy’s widow in 1965, Sorensen destroyed the preliminary manuscript. And, when pressed about the similarities between it and the final product (which he insists was revised many times by the President), he claims not to recall (op. cit. 227). Interestingly, Robert Dallek argues that while ‘suggestions of what to say came from many sources’, ‘the final version [of the speech] came from Kennedy’s hand’ (324). What history does confirm is that both Kennedy and Sorensen saw their work as fundamentally collaborative. Arthur Schlesinger Jr. records Kennedy’s words: “Ted is indispensable to me” (63). In the same volume, Schlesinger observes that the relationship between Sorensen and Kennedy was ‘special’ and that Sorensen felt himself to have a unique facility to know [Kennedy’s] mind and to ‘reproduce his idiom’ (op.cit.). Sorensen himself makes the point that his close friendship with the President made possible the success of the collaboration, and that this “could not later be replicated with someone else with whom [he] did not have that same relationship” (131). He refers, of course, to Lyndon Johnson. Kennedy’s choice of advisers (including Sorensen as Special Counsel) was, then, crucial—although he never ceded to Sorensen sole responsibility for all speechwriting. Indeed, as we shortly discuss, at critical junctures the President involved others (including Schlesinger, Richard Goodwin, and Myer Feldman) in the process of speech-craft and, on delivery day, sometimes departed from the scripts proffered.As was the case with Keating’s, creative tension characterised Kennedy’s administration. Schlesinger Jr. notes that it was an approach practiced early, in Kennedy’s strategy of keeping separate his groups of friends (71). During his Presidency, this fostering of creative tension extended to the drafting of speeches. In a special issue of Time, David von Drehle notes that the ‘Peace’ speech given 10 June 1963 was “prepared by a tight circle of advisers” (97). Still, even here, Sorensen’s role remained pivotal. One of those who worked on that speech (commonly regarded as Kennedy’s finest) was William Forster, Director of the Arms Control and Disarmament Agency. As indicated by the conditional “I think” in “Ted Sorensen, I think, sat up all night…”, Forster somewhat reluctantly concedes that while a group was involved, Sorensen’s contribution was central: “[Sorensen], with his remarkable ability to polish and write, was able to send each of us and the President the final draft about six or seven in the morning…” (op. cit.).In most cases, however, it fell on Sorensen alone to craft the President’s speeches. While Sorenson’s mind surely ‘rolled in unison’ with Kennedy’s (Schlesinger Jr. 597), and while Sorensen’s words dominated the texts, the President would nonetheless annotate scripts, excising redundant material and adding sentences. In the case of less formal orations, the President was capable of all but abandoning the script (a notable example was his October 1961 oration to mark the publication of the first four volumes of the John Quincy Adams papers) but for orations of national or international significance there remained a sense of careful collaboration between Kennedy and Sorensen. Yet, even in such cases, the President’s sense of occasion sometimes encouraged him to set aside his notes. As Arthur Schlesinger Jr. observes, Kennedy had an instinctive feel for language and often “spoke extemporaneously” (op. cit.). The most memorable example, of course, is the 1961 speech in Berlin where Kennedy (appalled by the erection of the Berlin Wall, and angry over the East’s churlish covering of the Brandenburg Gate) went “off-script and into dangerous diplomatic waters” (Tubridy 85). But the risky departure paid off in the form of a TKO against Chairman Khrushchev. In late 1960, following two independent phone calls concerning the incarceration of Martin Luther King, Kennedy had remarked to John Galbraith that “the best strategies are always accidental”—an approach that appears to have found its way into his formal rhetoric (Schlesinger Jr. 67).Ryan Tubridy, author of JFK in Ireland, observes that “while the original draft of the Berlin Wall speech had been geared to a sense of appeasement that acknowledged the Wall’s presence as something the West might have to accept, the ad libs suggested otherwise” (85). Referencing Arthur Schlesinger Jr.’s account of the delivery, Tubridy notes that the President’s aides observed the orator’s rising emotion—especially when departing from the script as written:There are some who say that Communism is the way of the future. Let them come to Berlin. And there are some who say in Europe and elsewhere we can work with the Communists. Let them come to Berlin … Freedom has many difficulties and democracy is not perfect, but we have never had to put up a wall to keep our people in.That the speech defined Kennedy’s presidency even more than did his inaugural address is widely agreed, and the President’s assertion “Ich bin ein Berliner” is one that has lived on now for over fifty years. The phrase was not part of the original script, but an addition included at the President’s request by Kennedy’s translator Robert Lochner.While this phrase and the various additional departures from the original script ‘make’ the speech, they are nonetheless part of a collaborative whole the nature of which we adumbrate above. Furthermore, it is a mark of the collaboration between speechwriter and speech-giver that on Air Force One, as they flew from West Germany to Ireland, Kennedy told Sorensen: “We’ll never have another day like this as long as we live” (op. cit. 88; Dallek 625). The speech, then, was a remarkable joint enterprise—and (at least privately) was acknowledged as such.It seems unlikely that Keating will ever (even semi-publicly) acknowledge the tremendous importance of Watson to his Prime Ministership. There seems not to have been a ‘Don is indispensable to me’ moment, but according to the latter the former Prime Minister did offer such sentiment in private. In an unguarded moment, Keating allegedly said that Watson would “be able to say that [he, Watson, was] the puppet master for the biggest puppet in the land” (Watson 290). If this comment was indeed offered, then Keating, much like Kennedy, (at least once) privately acknowledged the significant role that his speechwriter played in his administration. Watson, for his part, was less reticent. On the ABC’s Q&A of 29 August 2011 he assessed the relationship as being akin to a [then] “requited” love. Of course, above and beyond private or public acknowledgement of collaboration is tangible evidence of such: minuted meetings between speechwriter and speech-giver and instructions to the speechwriter that appear, for example, in a politician’s own hand. Perhaps more importantly, the stamp of ownership on a speech can be signalled by marginalia concerning delivery and in the context of the delivery itself: the engagement of emphases, pause, and the various paralinguistic phenomena that can add so much character to—and very much define—a written text. By way of example we reference again the unique and impassioned delivery of the Berlin speech, above. And beyond this again, as also suggested, are the non-written departures from a script that further put the stamp of ownership on an oration. In the case of Kennedy, it is easy to trace such marginalia and resultant departures from scripted material but there is little evidence that Keating either extensively annotated or extemporaneously departed from the script in question. However, as Tom Clark points out, while there are very few changes to Watson’s words there are fairly numerous “annotations that mark up timing, emphasis, and phrase coherence.” Clark points out that Keating had a relatively systematic notational schema “to guide him in the speech performance” (op. cit.). In engaging a musical analogy (an assemblage device that we ourselves employ), he opines that these scorings, “suggest a powerful sense of fidelity to the manuscript as authoritative composition” (op. cit.). While this is so, we argue—and one can easily conceive Keating arguing—that they are also marks of textual ownership; the former Prime Minister’s ‘signature’ on the piece. This is a point to which we return. For now, we note that matters of stress, rhythm, intonation, gesture, and body language are crucial to the delivery of a speech and reaffirm the point that it is in its delivery that an adroitly rendered text might come to life. As Sorensen (2008) reflects:I do not dismiss the potential of the right speech on the right topic delivered by the right speaker in the right way at the right moment. It can ignite a fire, change men’s minds, open their eyes, alter their votes, bring hope to their lives, and, in all these ways, change the world. I know. I saw it happen. (143)We argue that it is in its delivery to (and acceptance by) the patron and in its subsequent delivery by the patron to an audience that a previously written speech (co-authored, or not) may be ‘owned’. As we have seen, with respect to questions of authorship or craftsmanship, analogies (another device of method assemblage) with the visual and musical arts are not uncommon—and we here offer another: a reference to the architectural arts. When a client briefs an architect, the architect must interpret the client’s vision. Once the blueprints are passed to the client and are approved, the client takes ownership of work that has been, in a sense, co-authored. Ownership and authorship are not the same, then, and we suggest that it is the interstices that the tensions between Keating and Watson truly lie.In crafting the Redfern address, there is little doubt that Watson’s mind rolled in unison with the Prime Minister’s: invisible, intuited ‘evidence’ of a fruitful collaboration. As the former Prime Minister puts it: “Watson and I actually write in very similar ways. He is a prettier writer than I am, but not a more pungent one. So, after a pre-draft conference on a speech—canvassing the kind of things I thought we should say and include—unless the actual writing was off the beam, I would give the speech more or less off the printer” (Keating). As one of the present authors has elsewhere observed, “Watson sensed the Prime Minister’s mood and anticipated his language and even the pattern of his voice” (Foye 19). Here, there are shades of the Kennedy/Sorensen partnership. As Schlesinger Jr. observes, Kennedy and Sorensen worked so closely together that it became impossible to know which of them “originated the device of staccato phrases … or the use of balanced sentences … their styles had fused into one” (598). Moreover, in responding to a Sunday Herald poll asking readers to name Australia’s great orators, Denise Davies remarked, “Watson wrote the way Keating thought and spoke” (qtd. in Dale 46). Despite an uncompromising, pungent, title—‘On that historic day in Redfern, the words I spoke were mine’—Keating’s SMH op-ed of 26 August 2010 nonetheless offers a number of insights vis-a-vis the collaboration between speechwriter and speech-giver. To Keating’s mind (and here we might reflect on Sorensen’s observation about knowing the beliefs of the patron), the inspiration for the Prime Minister’s Redfern Address came from conversations between he and Watson.Keating relates an instance when, on a flight crossing outback Western Australia, he told Watson that “we will never really get Australia right until we come to terms with them (Keating).” “Them”, Keating explains, refers to Aborigines. Keating goes on to suggest that by “come to terms”, he meant “owning up to dispossession” (op. cit.)—which is precisely what he did, to everyone’s great surprise, in the speech itself. Keating observes: I remember well talking to Watson a number of times about stories told to me through families [he] knew, of putting “dampers” out for Aborigines. The dampers were hampers of poisoned food provided only to murder them. I used to say to Watson that this stuff had to be owned up to. And it was me who established the inquiry into the Stolen Generation that Kevin Rudd apologised to. The generation who were taken from their mothers.So, the sentiments that “we did the dispossessing … we brought the diseases, the alcohol, that we committed the murders and took the children from their mothers” were my sentiments. P.J. Keating’s sentiments. They may have been Watson’s sentiments also. But they were sentiments provided to a speechwriter as a remit, as an instruction, as guidance as to how this subject should be dealt with in a literary way. (op. cit.)While such conversations might not accurately be called “guidance” (something more consciously offered as such) or “instruction” (as Keating declares), they nonetheless offer to the speechwriter a sense of the trajectory of a leader’s thoughts and sentiments. As Keating puts it, “the sentiments of the speech, that is, the core of its authority and authorship, were mine” (op. cit.). As does Sorensen, Keating argues that that such revelation is a source of “power to the speechwriter” (op. cit.). This he buttresses with more down to earth language: conversations of this nature are “meat and drink”, “the guidance from which the authority and authorship of the speech ultimately derives” (op. cit.). Here, Keating gets close to what may be concluded: while authorship might, to a significant extent, be contingent on the kind of interaction described, ownership is absolutely contingent on authority. As Keating asserts, “in the end, the vector force of the power and what to do with it could only come from me” (op. cit.). In other words, no Prime Minister with the right sentiments and the courage to deliver them publicly (i.e. Keating), no speech.On the other hand, we also argue that Watson’s part in crafting the Redfern Address should not be downplayed, requiring (as the speech did) his unique writing style—called “prettier” by the former Prime Minister. More importantly, we argue that the speech contains a point of view that may be attributed to Watson more than Keating’s description of the speechwriting process might suggest. In particular, the Redfern Address invoked a particular interpretation of Australian history that can be attributed to Watson, whose manuscript Keating accepted. Historian Manning Clark had an undeniable impact on Watson’s thinking and thus the development of the Redfern address. Per Keating’s claim that he himself had “only read bits and pieces of Manning’s histories” (Curran 285), the basis for this link is actual and direct: Keating hired Clark devotee Watson as a major speech writer on the same day that Clark died in 1991 (McKenna 71). McKenna’s examination of Clark’s history reveals striking similarities with the rhetoric at the heart of the Redfern address. For example, in his 1988 essay The Beginning of Wisdom, Clark (in McKenna) announces:Now we are beginning to take the blinkers off our eyes. Now we are ready to face the truth about our past, to acknowledge that the coming of the British was the occasion of three great evils: the violence against the original inhabitants of the of the country, the Aborigines, the violence against the first European labour force in Australia, the convicts and the violence done to the land itself. (71)As the above quote demonstrates, echoes of Clark’s denouncement of Australia’s past are evident in the Redfern Address’ rhetoric. While Keating is correct to suggest that Watson and he shared the sentiments behind the Address, it may be said that it took Watson—steeped as he was in Clark’s understanding of history and operating closely as he did with the Prime Minister—to craft the Redfern Address. Notwithstanding the concept of ownership, Keating’s claim that the “vector force” for the speech could only come from him unreasonably diminishes Watson’s role.ConclusionThis article has considered the question of authorship surrounding the 1992 Redfern Address, particularly in view of the collaborative nature of speechwriting. The article has also drawn on the analogous relationship between President Kennedy and his Counsel, Ted Sorensen—an association that produced historic speeches. Here, the process of speechwriting has been demonstrated to be a synergistic collaboration between speechwriter and speech-giver; a working partnership in which the former translates the vision of the latter into words that, if delivered appropriately, capture audience attention and sympathy. At its best, this collaborative relationship sees the emergence of a synergy so complete that it is impossible to discern who wrote what (exactly). While the speech carries the imprimatur and original vision of the patron/public actor, this originator nonetheless requires the expertise of one (or more) who might give shape, clarity, and colour to what might amount to mere instructive gesture—informed, in the cases of Sorensen and Watson, by years of conversation. While ‘ownership’ of a speech then ultimately rests with the power-bearer (Keating requested, received, lightly edited, ‘scored’, and delivered—with some minor ad libbing, toward the end—the Redfern text), the authors of this article consider neither Keating nor Watson to be the major scribe of the Redfern Address. Indeed, it was a distinguished collaboration between these figures that produced the speech: a cooperative undertaking similar to the process of writing this article itself. Moreover, because an Australian Prime Minister brought the plight of Indigenous Australians to the attention of their non-Indigenous counterparts, the address is seminal in Australian history. It is, furthermore, an exquisitely crafted document. And it was also delivered with style. As such, the Redfern Address is memorable in ways similar to Kennedy’s inaugural, Berlin, and Peace speeches: all products of exquisite collaboration and, with respect to ownership, emblems of rare leadership.ReferencesAdams, Phillip. Backstage Politics: Fifty Years of Political Memories. London: Viking, 2010.Beale, Jennifer. Personal interview. 15 Dec. 2016.Clark, Tom. “Paul Keating’s Redfern Park Speech and Its Rhetorical Legacy.” Overland 213 (Summer 2013). <https://overland.org.au/previous-issues/issue-213/feature-tom-clarke/ Accessed 16 January 2017>.Curran, James. The Power of Speech: Australian Prime Ministers Defining the National Image. Melbourne: Melbourne UP, 2004.Dale, Denise. “Speech Therapy – How Do You Rate the Orators.” Sun Herald, 9 Mar.2008: 48.Dallek, Robert. An Unfinished Life: John F. Kennedy 1917-1963. New York: Little Brown, 2003.Foye, Jonathan. Visions and Revisions: A Media Analysis of Reconciliation Discourse, 1992-2008. Honours Thesis. Sydney: Western Sydney University, 2009.Glover, Denis. “Redfern Speech Flatters Writer as Well as Orator.” The Australian 27 Aug. 2010. 15 Jan. 2017 <http://www.theaustralian.com.au/national-affairs/opinion/redfern-speech-flatters-writer-as-well-as-orator/news-story/b1f22d73f67c29f33231ac9c8c21439b?nk=33a002f4d3de55f3508954382de2c923-1489964982>.Goldhamer, Herbert. The Adviser. Amsterdam: Elsevier, 1978.Keating, Paul. “On That Historic Day in Redfern the Words I Spoke Were Mine.” Sydney Morning Herald 26 Aug. 2010. 15 Jan. 2017 <http://www.smh.com.au/federal-politics/political-opinion/on-that-historic-day-in-redfern-the-words-i-spoke-were-mine-20100825-13s5w.html>.———. “Redfern Address.” Address to mark the International Year of the World's Indigenous People. Sydney: Redfern Park, 10 Dec. 1992. Law, John. After Method: Mess in Social Science Research. New York: Routledge, 2004. McKenna, Mark. “Metaphors of Light and Darkness: The Politics of ‘Black Armband’ History.” Melbourne Journal of Politics 25.1 (1998): 67-84.Megalogenis, George. “The Book of Paul: Lessons in Leadership.” The Monthly, Nov. 2011: 28-34.Schlesinger Jr., Arthur M. A Thousand Days: John F. Kennedy in the White House. Andre Deutsch, 1967.Sorensen, Ted. Counselor: A Life at the Edge of History. New York: Harper Collins, 2008.Tubridy, Ryan. JFK in Ireland. New York: Harper Collins, 2010.Watson, Don. Recollections of a Bleeding Heart: A Portrait of Paul Keating PM. Milsons Point: Knopf, 2002.———. Q&A. ABC TV, 29 Aug. 2011.Whiticker, Alan. J. Speeches That Shaped the Modern World. New York: New Holland, 2005.Von Drehle, David. JFK: His Enduring Legacy. Time Inc Specials, 2013.

Introduction With a deluge of mouthwatering pre-publicity, the opening of The Spotted Pig, the USA’s first self-identified British-styled gastropub, in Manhattan in February 2004 was much anticipated. The late Australian chef, food writer and restauranteur Mietta O’Donnell has noted how “taking over a building or business which has a long established reputation can be a mixed blessing” because of the way that memories “can enrich the experience of being in a place or they can just make people nostalgic”. Bistro Le Zoo, the previous eatery on the site, had been very popular when it opened almost a decade earlier, and its closure was mourned by some diners (Young; Kaminsky “Feeding Time”; Steinhauer & McGinty). This regret did not, however, appear to affect The Spotted Pig’s success. As esteemed New York Times reviewer Frank Bruni noted in his 2006 review: “Almost immediately after it opened […] the throngs started to descend, and they have never stopped”. The following year, The Spotted Pig was awarded a Michelin star—the first year that Michelin ranked New York—and has kept this star in the subsequent annual rankings. Writing Restaurant Biography Detailed studies have been published of almost every type of contemporary organisation including public institutions such as schools, hospitals, museums and universities, as well as non-profit organisations such as charities and professional associations. These are often written to mark a major milestone, or some significant change, development or the demise of the organisation under consideration (Brien). Detailed studies have also recently been published of businesses as diverse as general stores (Woody), art galleries (Fossi), fashion labels (Koda et al.), record stores (Southern & Branson), airlines (Byrnes; Jones), confectionary companies (Chinn) and builders (Garden). In terms of attracting mainstream readerships, however, few such studies seem able to capture popular reader interest as those about eating establishments including restaurants and cafés. This form of restaurant life history is, moreover, not restricted to ‘quality’ establishments. Fast food restaurant chains have attracted their share of studies (see, for example Love; Jakle & Sculle), ranging from business-economic analyses (Liu), socio-cultural political analyses (Watson), and memoirs (Kroc & Anderson), to criticism around their conduct and effects (Striffler). Eric Schlosser’s Fast Food Nation: The Dark Side of the All-American Meal is the most well-known published critique of the fast food industry and its effects with, famously, the Rolling Stone article on which it was based generating more reader mail than any other piece run in the 1990s. The book itself (researched narrative creative nonfiction), moreover, made a fascinating transition to the screen, transformed into a fictionalised drama (co-written by Schlosser) that narrates the content of the book from the point of view of a series of fictional/composite characters involved in the industry, rather than in a documentary format. Akin to the range of studies of fast food restaurants, there are also a variety of studies of eateries in US motels, caravan parks, diners and service station restaurants (see, for example, Baeder). Although there has been little study of this sub-genre of food and drink publishing, their popularity can be explained, at least in part, because such volumes cater to the significant readership for writing about food related topics of all kinds, with food writing recently identified as mainstream literary fare in the USA and UK (Hughes) and an entire “publishing subculture” in Australia (Dunstan & Chaitman). Although no exact tally exists, an informed estimate by the founder of the Gourmand World Cookbook Awards and president of the Paris Cookbook Fair, Edouard Cointreau, has more than 26,000 volumes on food and wine related topics currently published around the world annually (ctd. in Andriani “Gourmand Awards”). The readership for publications about restaurants can also perhaps be attributed to the wide range of information that can be included a single study. My study of a selection of these texts from the UK, USA and Australia indicates that this can include narratives of place and architecture dealing with the restaurant’s location, locale and design; narratives of directly food-related subject matter such as menus, recipes and dining trends; and narratives of people, in the stories of its proprietors, staff and patrons. Detailed studies of contemporary individual establishments commonly take the form of authorised narratives either written by the owners, chefs or other staff with the help of a food journalist, historian or other professional writer, or produced largely by that writer with the assistance of the premise’s staff. These studies are often extensively illustrated with photographs and, sometimes, drawings or reproductions of other artworks, and almost always include recipes. Two examples of these from my own collection include a centennial history of a famous New Orleans eatery that survived Hurricane Katrina, Galatoire’s Cookbook. Written by employees—the chief operating officer/general manager (Melvin Rodrigue) and publicist (Jyl Benson)—this incorporates reminiscences from both other staff and patrons. The second is another study of a New Orleans’ restaurant, this one by the late broadcaster and celebrity local historian Mel Leavitt. The Court of Two Sisters Cookbook: With a History of the French Quarter and the Restaurant, compiled with the assistance of the Two Sisters’ proprietor, Joseph Fein Joseph III, was first published in 1992 and has been so enduringly popular that it is in its eighth printing. These texts, in common with many others of this type, trace a triumph-over-adversity company history that incorporates a series of mildly scintillating anecdotes, lists of famous chefs and diners, and signature recipes. Although obviously focused on an external readership, they can also be characterised as an instance of what David M. Boje calls an organisation’s “story performance” (106) as the process of creating these narratives mobilises an organisation’s (in these cases, a commercial enterprise’s) internal information processing and narrative building activities. Studies of contemporary restaurants are much more rarely written without any involvement from the eatery’s personnel. When these are, the results tend to have much in common with more critical studies such as Fast Food Nation, as well as so-called architectural ‘building biographies’ which attempt to narrate the historical and social forces that “explain the shapes and uses” (Ellis, Chao & Parrish 70) of the physical structures we create. Examples of this would include Harding’s study of the importance of the Boeuf sur le Toit in Parisian life in the 1920s and Middlebrook’s social history of London’s Strand Corner House. Such work agrees with Kopytoff’s assertion—following Appadurai’s proposal that objects possess their own ‘biographies’ which need to be researched and expressed—that such inquiry can reveal not only information about the objects under consideration, but also about readers as we examine our “cultural […] aesthetic, historical, and even political” responses to these narratives (67). The life story of a restaurant will necessarily be entangled with those of the figures who have been involved in its establishment and development, as well as the narratives they create around the business. This following brief study of The Spotted Pig, however, written without the assistance of the establishment’s personnel, aims to outline a life story for this eatery in order to reflect upon the pig’s place in contemporary dining practice in New York as raw foodstuff, fashionable comestible, product, brand, symbol and marketing tool, as well as, at times, purely as an animal identity. The Spotted Pig Widely profiled before it even opened, The Spotted Pig is reportedly one of the city’s “most popular” restaurants (Michelin 349). It is profiled in all the city guidebooks I could locate in print and online, featuring in some of these as a key stop on recommended itineraries (see, for instance, Otis 39). A number of these proclaim it to be the USA’s first ‘gastropub’—the term first used in 1991 in the UK to describe a casual hotel/bar with good food and reasonable prices (Farley). The Spotted Pig is thus styled on a shabby-chic version of a traditional British hotel, featuring a cluttered-but-well arranged use of pig-themed objects and illustrations that is described by latest Michelin Green Guide of New York City as “a country-cute décor that still manages to be hip” (Michelin 349). From the three-dimensional carved pig hanging above the entrance in a homage to the shingles of traditional British hotels, to the use of its image on the menu, website and souvenir tee-shirts, the pig as motif proceeds its use as a foodstuff menu item. So much so, that the restaurant is often (affectionately) referred to by patrons and reviewers simply as ‘The Pig’. The restaurant has become so well known in New York in the relatively brief time it has been operating that it has not only featured in a number of novels and memoirs, but, moreover, little or no explanation has been deemed necessary as the signifier of “The Spotted Pig” appears to convey everything that needs to be said about an eatery of quality and fashion. In the thriller Lethal Experiment: A Donovan Creed Novel, when John Locke’s hero has to leave the restaurant and becomes involved in a series of dangerous escapades, he wants nothing more but to get back to his dinner (107, 115). The restaurant is also mentioned a number of times in Sex and the City author Candace Bushnell’s Lipstick Jungle in relation to a (fictional) new movie of the same name. The joke in the book is that the character doesn’t know of the restaurant (26). In David Goodwillie’s American Subversive, the story of a journalist-turned-blogger and a homegrown terrorist set in New York, the narrator refers to “Scarlett Johansson, for instance, and the hostess at the Spotted Pig” (203-4) as the epitome of attractiveness. The Spotted Pig is also mentioned in Suzanne Guillette’s memoir, Much to Your Chagrin, when the narrator is on a dinner date but fears running into her ex-boyfriend: ‘Jack lives somewhere in this vicinity […] Vaguely, you recall him telling you he was not too far from the Spotted Pig on Greenwich—now, was it Greenwich Avenue or Greenwich Street?’ (361). The author presumes readers know the right answer in order to build tension in this scene. Although this success is usually credited to the joint efforts of backer, music executive turned restaurateur Ken Friedman, his partner, well-known chef, restaurateur, author and television personality Mario Batali, and their UK-born and trained chef, April Bloomfield (see, for instance, Batali), a significant part has been built on Bloomfield’s pork cookery. The very idea of a “spotted pig” itself raises a central tenet of Bloomfield’s pork/food philosophy which is sustainable and organic. That is, not the mass produced, industrially farmed pig which produces a leaner meat, but the fatty, tastier varieties of pig such as the heritage six-spotted Berkshire which is “darker, more heavily marbled with fat, juicier and richer-tasting than most pork” (Fabricant). Bloomfield has, indeed, made pig’s ears—long a Chinese restaurant staple in the city and a key ingredient of Southern US soul food as well as some traditional Japanese and Spanish dishes—fashionable fare in the city, and her current incarnation, a crispy pig’s ear salad with lemon caper dressing (TSP 2010) is much acclaimed by reviewers. This approach to ingredients—using the ‘whole beast’, local whenever possible, and the concentration on pork—has been underlined and enhanced by a continuing relationship with UK chef Fergus Henderson. In his series of London restaurants under the banner of “St. John”, Henderson is famed for the approach to pork cookery outlined in his two books Nose to Tail Eating: A Kind of British Cooking, published in 1999 (re-published both in the UK and the US as The Whole Beast: Nose to Tail Eating), and Beyond Nose to Tail: A Kind of British Cooking: Part II (coauthored with Justin Piers Gellatly in 2007). Henderson has indeed been identified as starting a trend in dining and food publishing, focusing on sustainably using as food the entirety of any animal killed for this purpose, but which mostly focuses on using all parts of pigs. In publishing, this includes Hugh Fearnley-Whittingstall’s The River Cottage Meat Book, Peter Kaminsky’s Pig Perfect, subtitled Encounters with Some Remarkable Swine and Some Great Ways to Cook Them, John Barlow’s Everything but the Squeal: Eating the Whole Hog in Northern Spain and Jennifer McLagan’s Fat: An Appreciation of a Misunderstood Ingredient, with Recipes (2008). In restaurants, it certainly includes The Spotted Pig. So pervasive has embrace of whole beast pork consumption been in New York that, by 2007, Bruni could write that these are: “porky times, fatty times, which is to say very good times indeed. Any new logo for the city could justifiably place the Big Apple in the mouth of a spit-roasted pig” (Bruni). This demand set the stage perfectly for, in October 2007, Henderson to travel to New York to cook pork-rich menus at The Spotted Pig in tandem with Bloomfield (Royer). He followed this again in 2008 and, by 2009, this annual event had become known as “FergusStock” and was covered by local as well as UK media, and a range of US food weblogs. By 2009, it had grown to become a dinner at the Spotted Pig with half the dishes on the menu by Henderson and half by Bloomfield, and a dinner the next night at David Chang’s acclaimed Michelin-starred Momofuku Noodle Bar, which is famed for its Cantonese-style steamed pork belly buns. A third dinner (and then breakfast/brunch) followed at Friedman/Bloomfield’s Breslin Bar and Dining Room (discussed below) (Rose). The Spotted Pig dinners have become famed for Henderson’s pig’s head and pork trotter dishes with the chef himself recognising that although his wasn’t “the most obvious food to cook for America”, it was the case that “at St John, if a couple share a pig’s head, they tend to be American” (qtd. in Rose). In 2009, the pigs’ head were presented in pies which Henderson has described as “puff pastry casing, with layers of chopped, cooked pig’s head and potato, so all the lovely, bubbly pig’s head juices go into the potato” (qtd. in Rose). Bloomfield was aged only 28 when, in 2003, with a recommendation from Jamie Oliver, she interviewed for, and won, the position of executive chef of The Spotted Pig (Fabricant; Q&A). Following this introduction to the US, her reputation as a chef has grown based on the strength of her pork expertise. Among a host of awards, she was named one of US Food & Wine magazine’s ten annual Best New Chefs in 2007. In 2009, she was a featured solo session titled “Pig, Pig, Pig” at the fourth Annual International Chefs Congress, a prestigious New York City based event where “the world’s most influential and innovative chefs, pastry chefs, mixologists, and sommeliers present the latest techniques and culinary concepts to their peers” (Starchefs.com). Bloomfield demonstrated breaking down a whole suckling St. Canut milk raised piglet, after which she butterflied, rolled and slow-poached the belly, and fried the ears. As well as such demonstrations of expertise, she is also often called upon to provide expert comment on pork-related news stories, with The Spotted Pig regularly the subject of that food news. For example, when a rare, heritage Hungarian pig was profiled as a “new” New York pork source in 2009, this story arose because Bloomfield had served a Mangalitsa/Berkshire crossbreed pig belly and trotter dish with Agen prunes (Sanders) at The Spotted Pig. Bloomfield was quoted as the authority on the breed’s flavour and heritage authenticity: “it took me back to my grandmother’s kitchen on a Sunday afternoon, windows steaming from the roasting pork in the oven […] This pork has that same authentic taste” (qtd. in Sanders). Bloomfield has also used this expert profile to support a series of pork-related causes. These include the Thanksgiving Farm in the Catskill area, which produces free range pork for its resident special needs children and adults, and helps them gain meaningful work-related skills in working with these pigs. Bloomfield not only cooks for the project’s fundraisers, but also purchases any excess pigs for The Spotted Pig (Estrine 103). This strong focus on pork is not, however, exclusive. The Spotted Pig is also one of a number of American restaurants involved in the Meatless Monday campaign, whereby at least one vegetarian option is included on menus in order to draw attention to the benefits of a plant-based diet. When, in 2008, Bloomfield beat the Iron Chef in the sixth season of the US version of the eponymous television program, the central ingredient was nothing to do with pork—it was olives. Diversifying from this focus on ‘pig’ can, however, be dangerous. Friedman and Bloomfield’s next enterprise after The Spotted Pig was The John Dory seafood restaurant at the corner of 10th Avenue and 16th Street. This opened in November 2008 to reviews that its food was “uncomplicated and nearly perfect” (Andrews 22), won Bloomfield Time Out New York’s 2009 “Best New Hand at Seafood” award, but was not a success. The John Dory was a more formal, but smaller, restaurant that was more expensive at a time when the financial crisis was just biting, and was closed the following August. Friedman blamed the layout, size and neighbourhood (Stein) and its reservation system, which limited walk-in diners (ctd. in Vallis), but did not mention its non-pork, seafood orientation. When, almost immediately, another Friedman/Bloomfield project was announced, the Breslin Bar & Dining Room (which opened in October 2009 in the Ace Hotel at 20 West 29th Street and Broadway), the enterprise was closely modeled on the The Spotted Pig. In preparation, its senior management—Bloomfield, Friedman and sous-chefs, Nate Smith and Peter Cho (who was to become the Breslin’s head chef)—undertook a tasting tour of the UK that included Henderson’s St. John Bread & Wine Bar (Leventhal). Following this, the Breslin’s menu highlighted a series of pork dishes such as terrines, sausages, ham and potted styles (Rosenberg & McCarthy), with even Bloomfield’s pork scratchings (crispy pork rinds) bar snacks garnering glowing reviews (see, for example, Severson; Ghorbani). Reviewers, moreover, waxed lyrically about the menu’s pig-based dishes, the New York Times reviewer identifying this focus as catering to New York diners’ “fetish for pork fat” (Sifton). This representative review details not only “an entree of gently smoked pork belly that’s been roasted to tender goo, for instance, over a drift of buttery mashed potatoes, with cabbage and bacon on the side” but also a pig’s foot “in gravy made of reduced braising liquid, thick with pillowy shallots and green flecks of deconstructed brussels sprouts” (Sifton). Sifton concluded with the proclamation that this style of pork was “very good: meat that is fat; fat that is meat”. Concluding remarks Bloomfield has listed Michael Ruhlman’s Charcuterie as among her favourite food books. Publishers Weekly reviewer called Ruhlman “a food poet, and the pig is his muse” (Q&A). In August 2009, it was reported that Bloomfield had always wanted to write a cookbook (Marx) and, in July 2010, HarperCollins imprint Ecco publisher and foodbook editor Dan Halpern announced that he was planning a book with her, tentatively titled, A Girl and Her Pig (Andriani “Ecco Expands”). As a “cookbook with memoir running throughout” (Maurer), this will discuss the influence of the pig on her life as well as how to cook pork. This text will obviously also add to the data known about The Spotted Pig, but until then, this brief gastrobiography has attempted to outline some of the human, and in this case, animal, stories that lie behind all businesses. References Andrews, Colman. “Its Up To You, New York, New York.” Gourmet Apr. (2009): 18-22, 111. Andriani, Lynn. “Ecco Expands Cookbook Program: HC Imprint Signs Up Seven New Titles.” Publishers Weekly 12 Jul. (2010) 3 Sep. 2010 http://www.publishersweekly.com/pw/by-topic/book-news/cooking/article/43803-ecco-expands-cookbook-program.html Andriani, Lynn. “Gourmand Awards Receive Record Number of Cookbook Entries.” Publishers Weekly 27 Sep. 2010 http://www.publishersweekly.com/pw/by-topic/book-news/cooking/article/44573-gourmand-awards-receive-record-number-of-cookbook-entries.html Appadurai, Arjun. 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Introduction Presidents “define who Americans are—often by declaring who they aren’t”, and “by their very utterances […] have shaped our sense of who we are as Americans” (Stuckey, front cover). This advocacy of some groups and policies to the exclusion of others has been facilitated in the United States’ political culture by the country music industry. Indeed, President Richard Nixon said of country music that it “radiates a love of this nation—a patriotism,” adding that it “makes America a better country” (Bufwack and Oermann 328). Country music’s ardent support of American military conflict, including Vietnam, has led to its long-term support of Republican candidates. There has been a general lack of scholarly interest, however, in how country music has promoted Republican definitions of what it means to be an American. Accordingly, we have two primary objectives. First, we will demonstrate that Republicans, aided by country music, have used the theme of defence of “country,” especially post-9/11, to attempt to intimidate detractors. Secondly, Republicans have questioned the love of “country,” or “patriotism,” of their electoral opponents just as country musicians have attempted to silence their own critics. This research is timely in that little has been done to merge Presidential advocacy and country music; furthermore, with the election of a new President mere days away, it is important to highlight the tendencies toward intolerance that both conservatism and country music have historically shared. Defence of ‘Country’ After the 9/11 attacks, President George W. Bush addressed the nation before a Joint Session of Congress on 20 September 2001. During this speech, the president threatened the international community and raised the spectre of fear in Americans both while drawing distinctions between the United States and its enemies. This message was reflected and reinforced by several patriotic anthems composed by country artists, thus enhancing its effect. In his remarks before Congress, Bush challenged the international community: “Either you are with us, or you are with the terrorists;” thus “advocating some groups to the exclusion of others” on the international stage (20 September 2001). With these words, the President expanded the definition of the United States’ enemies to include not only those responsible for the 9/11 attacks, but also anyone who refused to support him. Republican Senator John McCain’s hawkishness regarding the attacks mirrored the President’s. “There is a system out there or network, and that network is going to have to be attacked,” McCain said the next morning on ABC (American Broadcasting Company) News. Within a month he made clear his priority: “Very obviously Iraq is the first country,” he declared on CNN. Later he yelled to a crowd of sailors and airmen: “Next up, Baghdad!” (http://www.iht.com/articles/2008/08/17/america/mccain.php). Bush’s address also encouraged Americans at home to “be calm and resolute, even in the face of a continuing threat” (20 September 2001). The subtle “us vs. them” tension here is between citizens and those who would threaten them. Bush added that “freedom and fear” had always “been at war” and “God is not neutral between them” (20 September 2001) suggesting a dualism between God and Satan with God clearly supporting the cause of the United States. Craig Allen Smith’s research refers to this as Bush’s “angel/devil jeremiad.” The President’s emphasis on fear, specifically the fear that the American way of life was being assailed, translated into public policy including the creation of the Department of Homeland Security and the Patriot Act. This strategic nomenclature strengthened the power of the federal government and has been used by Republicans to suggest that if a candidate or citizen is not a terrorist then what does he/she have to fear from the government? The impact of Bush’s rhetoric of fear has of late been evaluated by scholars who have termed it “melodrama” in international affairs (Anker; Sampert and Treiberg). To disseminate his message for Americans to support his defence of “country,” Bush needed look no further than country music. David Firestein, a State Department diplomat and published authority on country music, asserted that the Bush team “recognised the power of country music as a political communication device” (86). The administration’s appeal to country music is linked to what Firestein called the “honky-tonk gap” which delineates red states and blue states. In an analysis of census data, Radio-Locator’s comprehensive listing by state of country music radio stations, and the official 2004 election results, he concluded that If you were to overlay a map of the current country music fan base onto the iconic red-and-blue map of the United States, you would find that its contours coincide virtually identically with those of the red state region. (84) And country musicians were indeed powerful in communicating the Republican message after 9/11. Several country musicians tapped into Bush’s defence of country rhetoric with a spate of songs including Alan Jackson’s Where Were You? (When the World Stopped Turning), Toby Keith’s Courtesy of the Red, White, and Blue (the Angry American), and Darryl Worley’s Have You Forgotten? to name a few. Note how well the music parallels Bush’s attempt to define Americans. For instance, one of the lines from Keith’s Courtesy of the Red, White, and Blue (the Angry American) speaks of those who have given their lives so that other Americans may rest peacefully. This sentiment is reiterated by the theme of Worley’s Have You Forgotten? in which he talks of spending time with soldiers who have no doubts about why they are at war. Both songs implicitly indict the listener for betraying United States soldiers if his/her support for the Iraqi war wanes or, put in Bush terms, the listener would become a supporter of “terrorism.” Country music’s appeal to middle-America’s red state conservatism has made the genre a natural vehicle for supporting the defence of country. Indeed, country songs have been written about every war in United States history; most expressing support for the conflict and the troops as opposed to protesting the United States’ action: “Since the Civil War and Reconstruction, ‘Dixie’ has always been the bellwether of patriotic fervour in time of war and even as the situation in Vietnam reached its lowest point and support for the war began to fade, the South and its distinctive music remained solidly supportive” (Andresen 105). Historically, country music has a long tradition of attempting to “define who Americans were by defining who they weren’t” (Stuckey). As Bufwack and Oermann note within country music “images of a reactionary South were not hard to find.” They add “Dixie fertilized ‘three r’s’ – the right, racism, and religion” (328). Country musicians supported the United States’ failed intervention in Vietnam with such songs as It’s for God and Country and You Mom (That’s Why I’m Fighting In Vietnam), and even justified the American massacre of noncombatants at My Lai in the Battle Hymn of Lt. Calley (328). Thus, a right-wing response to the current military involvement in Iraq was not unexpected from the industry and the honky-tonk state listeners. During the current election, Republican presidential nominee McCain has also received a boost from the country music genre as John Rich, of Big and Rich, wrote Raising McCain, a musical tribute to McCain’s military service used as his campaign theme song. The song, debuted at a campaign rally on 1 August 2008, in Florida, mentions McCain’s ‘Prisoner of War’ status to keep the focus on the war and challenge those who would question it. Scholars have researched the demographics of the country music listener as they have evaluated the massification theory: the notion that the availability of a widespread media culture would break down social and cultural barriers and result in a “homogenised” society as opposed to the results of government-controlled media in non-democratic countries (Peterson and DiMaggio). They have determined that the massification theory has only been partially demonstrated in that regional and class barriers have eroded to some extent but country music listeners are still predominately white and older (Peterson and DiMaggio 504). These individuals do tend to be more conservative within the United States’ political culture, and militarism has a long history within both country music and conservatism. If the bad news of the massification theory is that a mass media market may not perpetuate a homogenous society, there is good news. The more onerous fears that the government will work in tandem with the media to control the people in a democracy seem not to have been borne out over time. Although President Bush’s fear tactics were met with obsequious silence initially, resistance to the unquestioning support of the war has steadily grown. In 2003, a worldwide rally opposed the invasion of Iraq because it was a sovereign state and because the Bush doctrine lacked United Nations’ support. Further opposition in the United States included rallies and concerts as well as the powerful display in major cities across the nation of pairs of combat boots representing fallen soldiers (Olson). Bush’s popularity has dropped precipitously, with his disapproval ratings higher than any President in history at 71% (Steinhauser). While the current economic woes have certainly been a factor, the campaigns of Barack Obama and John McCain can also be viewed as a referendum on the Bush war. The American resistance to the Bush rhetoric and the Iraq war is all the more significant in light of research indicating that citizens incorrectly believe that the opposition to the Vietnam War was typified by protests against the troops rather than the war itself (Beamish). This false notion has empowered the Republicans and country musicians to challenge the patriotism of anyone who would subsequently oppose the military involvement of the United States, and it is to this topic of patriotism that we now turn. Patriotism Patriotism can be an effective way for presidential candidates to connect with voters (Sullivan et al). It has been a particularly salient issue since the 9/11 attacks and the wars in Iraq and Afghanistan. Ironically, George W. Bush, a man whose limited military service had been the subject of debate in 2000, was able to employ the persistent patriotic themes of country music to his electoral advantage. In fact, Firestein argued that country music radio had a greater effect on the 2004 election than any ads run by issue groups because it “inculcated and reinforced conservative values in the red state electorate, helped frame the issues of the day on terms favourable to the conservative position on those issues, and primed red state voters to respond positively to President Bush’s basic campaign message of family, country, and God” (Firestein 83). Bush even employed Only in America, a patriotic anthem performed by Brooks and Dunn, as a campaign theme song, because the war and patriotism played such a prominent role in the election. That the Bush re-election campaign successfully cast doubt on the patriotism of three-time Purple Heart winner, Democratic Senator John Kerry, during the campaign is evidence of Firestein’s assertion. The criticism was based on a book: Unfit for Command: Swift Boat Veterans Speak Out Against John Kerry (O’Neill and Corsi). The book was followed by advertisements funded by Swift Boat Veterans for Truth which included unsubstantiated claims that Kerry lied or exaggerated his combat role in Vietnam in order to obtain two of his Purple Hearts and his Bronze Star; the testimony of Kerry’s crewmen and Navy records notwithstanding, these ads were effective in smearing Kerry’s service record and providing the President with an electoral advantage. As far as country music was concerned, the 2004 election played out against the backdrop of the battle between the patriotic Toby Keith and the anti-American Dixie Chicks. The Dixie Chicks were berated after lead singer Natalie Maines’s anti-Bush comments during a concert in London. The trio’s song about an American soldier killed in action, Travelin’ Soldier, quickly fell from the top spot of the country music charts. Moreover, while male singers such as Keith, Darryl Worley, and Alan Jackson received accolades for their post 9/11 artistic efforts, the Dixie Chicks endured a vitriolic reaction from country music fans as their CDs were burned, country radio refused to play their music, their names were added to an internet list of traitors, their concerts were protested by Bush supporters, and their lives were even threatened (http://www.poppolitics.com/archives/2003/04/Bandwagon). Speaking from experience at the 2008 Democratic National Convention, Kerry addressed the issue of patriotism stating: This election is a chance for America to tell the merchants of fear and division: you don’t decide who loves this country; you don’t decide who is a patriot; you don’t decide whose service counts and whose doesn’t. […] After all, patriotism is not love of power or some cheap trick to win votes; patriotism is love of country. (http://www.clipsandcomment.com/2008/08/27/full-text-john-kerry-speech-democratic-national-convention/) Kerry broached the issue because of the constant attacks on the patriotism of Democratic nominee, Senator Barack Obama. At the most basic level, many of the attacks questioned whether Obama was even an American. Internet rumours persisted that Obama was a Muslim who was not even an American citizen. The attacks intensified when the Obamas’ pastor, Reverend Jeremiah Wright, came under fire for comments made during a sermon in which he stated “God damn America.” As a result, Obama was forced to distance himself from his pastor and his church. Obama was also criticised for not wearing a United States flag lapel pin. When Michelle Obama stated for the “first time [she was] proud of her country” for its willingness to embrace change in February of 2008, Cindy McCain responded that she “had always been proud of her country” with the implication being, of course, a lack of patriotism on the part of Michelle Obama. Even the 13 July 2008 cover of the liberal New Yorker portrayed the couple as flag-burning Muslim terrorists. During the 2008 election campaign, McCain has attempted to appeal to patriotism in a number of ways. First, McCain’s POW experience in Vietnam has been front and centre as he touts his experience in foreign policy. Second, the slogan of the campaign is “Country First” implying that the Obama campaign does not put the United States first. Third, McCain’s running mate, Alaska Governor Sarah Palin, insisted in a speech on 4 October 2008, that Barack Obama has been “palling around with terrorists who would target their own country.” Her reference was to Obama’s acquaintance, Bill Ayers, who was involved in a series of Vietnam era bombings; the implication, however, was that Obama has terrorist ties and is unpatriotic. Palin stood behind her comments even though several major news organisations had concluded that the relationship was not significant as Ayers’ terrorist activities occurred when Obama was eight-years-old. This recent example is illustrative of Republican attempts to question the patriotism of Democrats for their electoral advantage. Country music has again sided with the Republicans particularly with Raising McCain. However, the Democrats may have realised the potential of the genre as Obama chose Only in America as the song played after his acceptance speech at the Democratic Convention. He has also attempted to reach rural voters by starting his post-convention campaign in Bristol, Virginia, a small, conservative town. Conclusion Thus, in the wake of 9/11, Republicans seized the opportunity to control the culture through fear and patriotic fervour. They were facilitated in this endeavor by the country music industry with songs that that would questions the motives, defence of “country,” and patriotism, of anyone who would question the Bush administration. This alliance between country music and the right is an historically strong one, and we recommend more research on this vital topic. While this election may indeed be a referendum on the war, it has been influenced by an economic downturn as well. Ultimately, Democrats will have to convince rural voters that they share their values; they don’t have the same edge as Republicans without the reliance of country music. However, the dynamic of country music has changed to somewhat reflect the war fatigue since the 2004 campaign. The Angry American, Toby Keith, has admitted that he is actually a Democrat, and country music listeners have grown tired of the “barrage of pro-troop sentiment,” especially since the summer of 2005 (Willman 115). As Joe Galante, the chief of the RCA family of labels in Nashville, stated, “It’s the relatability. Kerry never really spent time listening to some of those people” (Willman 201). Bill Clinton, a Southern governor, certainly had relatability, carrying the normally red states and overcoming the honky-tonk gap, and Obama has seen the benefit of country music by playing it as the grand finale of the Democratic Convention. Nevertheless, we recommend more research on the “melodrama” theory of the Presidency as the dynamics of the relationship between the Presidency and the country music genre are currently evolving. References Andreson, Lee. Battle Notes: Music of the Vietnam War. 2nd ed. Superior, WI: Savage Press, 2003. Anker, Elisabeth. “Villains, Victims and Heroes: Melodrama, Media and September 11th.” Journal of Communication. 55.1 (2005): 22-37. Baker, Peter and David Brown. “Bush Tries to Tone Down High-Pitched Debate on Iraq.” Monday, 21November 2005, Page A04. washingtonpost.com Beamish, Thomas D., Harvey Molotch, and Richard Flacks. “Who Supports the Troops? Vietnam, the Gulf War, and the Making of Collective Memory.” Social Problems. 42.3 (1995): 344-60. Brooks and Dunn. Only in America. Arista Records, 2003. Bufwack, Mary A. and Robert K. Oermann. Finding Her Voice The Saga of Women in Country Music. New York: Crown Publishers, 1993. Dixie Chicks. “Travelin Soldier.” Home. Columbia. 27 August 2002. Firestein, David J. “The Honky-Tonk Gap.” Vital Speeches of the Day. 72.3 (2006): 83-88. Jackson, Alan. Where Were You? (When the World Stopped Turning) Very Best of Alan Jackson. Nashville: Arista, 2004. Keith, Toby. Courtesy of the Red, White and Blue (The Angry American). Nashville: Dreamworks. November 9, 2004. Olson, Scott. “Chicago remembers war dead with 500 pairs of empty boots.” 22 January 2004. http://www.usatoday.com/news/nation/2004-01-22-chicago-boots_x.htm O’Neill, John E. and Jerome L. Corsi. “Unfit for Command Swift Boat Veterans Speak Out Against John Kerry.” Washington D.C.: Regnery Publishing, 2004. Peterson, Richard A. and Peter Di Maggio. “From Region to Class, the Changing Locus of Country Music. A Test of the Massification Hypothesis.” Social Forces. 53.3 (1975): 497-506. Rich, John. Raising McCain. Production information unavailable. Sampert, Shannon, and Natasja Treiberg. “The Reification of the ?American Soldier?: Popular Culture, American Foreign Policy, and Country Music.” Paper presented at the International Studies Association 48th Annual Convention, Chicago, Illinois, United States, 28 February 2007. Smith, Craig Allen. “President Bush’s Enthymeme of Evil: The Amalgamation of 9/11, Iraq, and Moral Values.” American Behavioral Scientist. 49 (2005): 32-47. Steinhauser, Paul. “Poll: More disapprove of Bush that any other president.” Politics Cnn.politics.com. 1 May 2008. Stuckey, Mary E. Defining Americans: The Presidency and National Identity. Lawrence: UP of Kansas, 2004. Sullivan, John L., Amy Fried, Mary G. Dietz. 1992. “Patriotism, Politics, and the Presidential Election of 1988.” American Journal of Political Science. 36.1 (1992): 200-234. Willman, Chris. Rednecks and Bluenecks: The Politics of Country Music. New York: The New Press, 2005. Worley, Darryl. Have You Forgotten? Nashville: Dreamworks, 2003.

The past two decades have seen the publication of at least half a dozen books that consider the part that fairs, circuses, sideshows and freakshows play in the continuing cultural labour to define, categorise and control the human body, including Robert Bogdan’s Freakshow, Rosemarie Garland-Thomson’s Extraordinary Bodies, and her edited collection Freakery, and Rachel Adams’s Sideshow USA. These writers cast the freakshow as a theatre of culture, worthy of critical attention precisely because of the ways in which it has provided a popular forum for staging, solidifying and transforming ideas about the body and bodily difference, and because of its prominence in the project of modernity (Garland-Thomson “From Wonder to Error” 2-13). They point to the theatrical mechanisms by which the freakshow maps cultural anxieties about corporeal difference across ‘suitable’ bodies. For, as Bogdan (3) says, being a freak is far more than a fact of biology. The freak personae that populate the Western cultural imaginary—the fat lady, the bearded lady, the hermaphrodite and the geek—can only be produced by a performative isolation, manipulation and exaggeration of the peculiar characteristics of particular human bodies. These peculiarities have to be made explicit, in Rebecca Schneider’s (1) terms; the horror-inducing tropes of the savage, the bestial and the monstrous have to be cast across supposedly suitable and compliant flesh. The scopic mechanisms of the freakshow as a theatre, as a cabinet of corporeal curiosities in which spectators are excited, amazed and edified by the spectacle of the extraordinary body, thus support the specific forms of seeing and looking by which freak bodies are produced. It would, however, be a mistake to suggest that the titillating threat of this face-to-face encounter with the Levinasian other fully destabilises the space between signifier and signified, between the specific body and the symbolic framework in which it sits. In a somewhat paradoxical cultural manoeuvre, the ableist, sexist and racist symbolic frameworks of the freakshow unfold according to what Deleuze and Guattari (178) would call a logic of sameness. The roles, relationships and representational mechanisms of the freakshow—including the ‘talkers’ that frame the spectator’s engagement with the extraordinary body of the freak—in fact function to delineate “degrees of deviance” (178) or difference from an illusory bodily norm. So configured, the monstrous corporeality of the freak is also monstrously familiar, and is made more so by the freak spectacle’s frequent emphasis on the ways in which non-normative bodies accommodate basic functions such as grooming and eating. In such incarnations, the scenography and iconography of the freakshow in fact draws spectators into performative (mis)recognitions that manage the difference of other bodies by positioning them along a continuum that confirms the stability of the symbolic order, and the centrality of the able, white, male self in this symbolic order. Singular, specific, extraordinary bodies are subject to what might, in a Levinasian paradigm, be called the violence of categorisation and comprehension (“Is Ontology Fundamental?” 9). The circumstances of the encounter reduce the radical, unreadable difference of the other, transporting them “into the horizon of knowledge” (“Transcendence and Height” 12), and transforming them into something that serves the dominant cultural logic. In this sense, Petra Kuppers suggests, “the psychic effects of the freak spectacle have destabilizing effects, assaulting the boundaries of firm knowledge about self, but only to strengthen them again in cathartic effect” (45). By casting traits they abhor across the freak body (Garland-Thomson Extraordinary Bodies 55-56), spectators become complicit in this abhorrence; comforted, cajoled and strangely pleasured by a sense of distance from what they desire not to be. The subversive potential of the prodigious body evaporates (Garland-Thomson “From Wonder to Error” 3; Extraordinary Bodies 78). An evaporation more fully effected, writers on the freakshow explain, as the discursive construct of the freak was drawn into the sphere of medical spectacle in the late nineteenth century. As the symbolic framework for understanding disabled bodies ‘advances’ from the freak, the monster and the mutant to the medical specimen (Garland-Thomson “From Wonder to Error” 13; Extraordinary Bodies 70, 78-80; Synder and Mitchell 370-373; Stephens 492), the cultural trajectory away from extraordinary bodies with the capacity to expand the classes and categories of the human is complete. The medical profession finally fulfils the cultural compulsion to abstract peculiar bodily characteristics into symptoms, and, as Foucault says in The Birth of the Clinic, these symptoms become surveillable, and controllable, within an objective schema of human biology. Physical differences and idiosyncrasies are “enclosed within the singularity of the patient, in that region of ‘subjective symptoms’ that—for the doctor—defines not only the mode of knowledge, but the world of objects to be known” (xi). The freak body becomes no more than an example of human misfortune, to be examined, categorised and cared for by medical experts behind closed doors, and the freakshow fades from the stage of popular culture (Garland-Thomson Extraordinary Bodies 70). There can, of course, be no denying the need to protect people with disabilities from exploitation at the service of a cultural fetish that enacts a compulsion to define and control bodily difference. However, recent debates in disability, cultural and performance studies have been characterised by the desire to reconsider the freakshow as a site for contesting some of the cultural logics it enacts. Theorists like Synder and Mitchell argue that medical discourse “disarms the [disabled] body of its volatile potency” (378), in the process denying people with disabilities a potentially interesting site to contest the cultural logics by which their bodies are defined. The debate begins with Bogdan’s discussion of the ways in which well-meaning disability activists may, in their desire to protect people with disabilities from exploitative practices and producers, have overlooked the fact that freakshows provided people with disabilities a degree of independence and freedom otherwise impossible (280-81). After all, as disabled performer Mat Fraser says in his documentary Born Freak, The Victorian marvels found fame and some fortune, and this actually raised the visibility, even the acceptability, of disabled people in general during a time when you could be attacked on the streets just for looking different. These disabled performers found independence and commanded respect.… If I had been born a hundred years ago, given the alternatives of—what? living the life of a village monster or idiot or being poked or prodded for cataloguing by medical types—there’s no doubt about it, I would have wanted to be in show business. (Born Freak) This question of agency extends to discussion of whether disabled performers like Fraser can, by consciously appropriating the figures, symbols and scenography of the freakshow, start to deconstruct the mechanisms by which this contested sphere of cultural practice has historically defined them, confronting spectators with their own complicity in the construction of the freak. In her analysis of Coney Island’s Sideshows by the Seashore, Elizabeth Stephens reflects on this contemporary sideshow’s capacity to reclaim the political currency of the freak. For Stephens, sideshows are sites in which norms about the body, its limits and capabilities, are theatricalized and transformed into spectacle, but, in which, for this very reason, they can also be contested. Non-normative bodies are not simply exhibited or put on display on the sideshow stage, but are rather performed as the unstable—indeed, destabilising—product of the dynamic interrelationship between performer, audience and theatrical space. (486) Theorists like Stephens (487) point to disabled performers who manipulate the scopic and discursive mechanisms of the sideshow, street performance and circus, setting them against more or less personal accounts of the way their bodies have historically been seen, to disrupt the modes of subjection the freak spectacle makes possible and precipitate a crisis in prescribed categories of meaning. Stephens (485-498) writes of Mat Fraser, who reperformed the historical personal of the short-armed Sealo the Sealboy, and Jennifer Miller, who reperformed the persona of Zenobia the bearded lady, at Sideshows by the Seashore. Sharon Mazer (257-276) writes of Katy Dierlam, who donned a Dolly Dimples babydoll dress to reperform the clichéd fat lady figure Helon Melon, again at Sideshows by the Seashore, counterposing Melon’s monstrous obesity with comments affirming her body’s potent humanity, and quotes from feminist scholars and artists such as Suzy Orbach, Karen Finley and Annie Sprinkle. Sharon Synder and David Mitchell (383) write of Mary Duffy, who reperforms the armless figure of the Venus de Milo. These practices constitute performative interventions into the cultural sphere, aligned with a broader set of contemporary performance practices which contest the symbolic frameworks by which racial and gender characteristics are displayed on the popular stage in similar ways. Their confrontational performance strategies recall, for instance, the work of American performance artist Guillermo Gómez-Peña, who reappropriates colonial and pop cultural figurations of the racialised body in works like Two Undiscovered Amerindians Visit…, in which he and Coco Fusco cast themselves as two caged savages. In such works, Gómez-Peña and his collaborators use parallel performance strategies to engage the “spectacle of the Other-as-freak” (297). “The idea is to exaggerate the features of fear and desire in the Anglo imagination and ‘spectacularize’ our ‘extreme identities’, so to speak, with the clear understanding that these identities have been invented by the surgery of the global media” (297) Gómez-Peña says. These remobilisations of the monstrous operate within the paradigm of the explicit, a term Schneider coined a decade ago to describe the performance art practices of women who write the animalised, sexualised characteristics with which they are symbolically aligned across their own corporeally ‘suitable’ bodies, replaying their culturally assigned identities “with a voluble, ‘in your face’ vengeance” (100), “a literal vengeance” (109). Such practices reclaim the destablising potential of the freak spectacle, collapsing, complicating or exploding the space between signifier and signified to show that the freak is a discursive construct (22-23), and thus for Schneider, following Benjamin, threatening the whole symbolic system with collapse (2, 6). By positioning their bodies as a ground that manifestly fails to ground the reality they represent, these performers play with the idea that the reality of the freak is really just part of the order of representation. There is nothing behind it, nothing beyond it, nothing up the magician’s sleeve—identity is but a sideshow hall of mirrors in which the ‘blow off’ is always a big disappointment. Bodies marked by disability are not commodified, or even clearly visible, in the Western capitalist scopic economy in the same way as Schneider’s women performers. Nevertheless, disabled performers still use related strategies to reclaim a space for what Schneider calls a postmodern politics of transgression (4), exposing “the sedimented layers of signification themselves” (21), rather than establishing “an originary, true or redemptive body” (21) beneath. The contestational logic of these modes of practice notwithstanding, Stephens (486) notes that performers still typically cite a certain ambivalence about their potential. There are, after all, specific risks for people with disabilities working in this paradigm that are not fully drawn out in the broader debate about critical reappropriation of racist and sexist imagery in performance art. Mobilisations of the freak persona are complicated by the performer’s own corporeal ‘suitability’ to that persona, by the familiar theatrical mechanisms of recognition and reception (which can remain undertheorised in meta-level considerations of the political currency of the freakshow in disability and cultural—rather than performance—studies), and by a dominant cultural discourse that insists on configuring disability as an individual problem detached from the broader sphere of identity politics (Sandahl 598-99). In other words, the territory that still needs to be addressed in this emergent field of practice is the ethics of reception, and the risk of spectatorial (mis)recognitions that reduce the political potency of the freak spectacle. The main risk, of course, is that mobilisations of the freak persona may still be read by spectators as part of the phenomenon they are trying to challenge, the critical counterpositions failing to register, or failing to disrupt fully the familiar scopic and discursive framework. More problematically, the counterpositions themselves may be reduced by spectators to a rhetorical device that distances them from the corporeal reality of the encounter with the other, enabling them to interpret or explain the experience of disability as a personal experience by which an individual comes to accommodate their problems. Whilst the human desire to construct narrative and psychological contexts for traumatic experience cannot be denied, Carrie Sandahl (583) notes that there is a risk that the encounter with the disabled body will be interpreted as part of the broader phenomenon Synder and Mitchell describe in Narrative Prosthesis, in which disability is little more than a metaphor for the problems people have to get past in life. In this interpretative paradigm, disability enters a discursive and theoretical terrain that fails to engage fully the lived experience of the other. Perhaps most problematically, mobilisations of the freak persona may be read as one more manifestation of the distinctively postmodern desire to break free from the constraints of culturally condoned identity categories. This desire finds expression in the increasingly prevalent cultural phenomenon of voluntary enfreakment, in which people voluntarily differentiate, or queer their own experience of self. As Fraser says when he finds out that a company of able-bodied freaks is competing with him for audiences at the Edinburgh Fringe Festival, “[t]he irony is, these days, everyone is trying to get in on our act” (Born Freak). In a brave new world where everybody wants to be a freak, activist artists “must be watchful”, Gómez-Peña warns, “for we can easily get lost in the funhouse of virtual mirrors, epistemological inversions, and distorted perceptions” (288). The reclamation of disability as a positive metaphor for a more dispersed set of human differences in the spectacle of daily life (287-98), and in theoretical figurations of feminist philosophy that favour the grotesque, the monstrous and the mechanical (Haraway Simians, Cyborgs and Women; Braidotti Nomadic Subjects), raises questions for Garland-Thomson (“Integrating Disability, Transforming Feminist Theory” 9) and Sandahl (581-83). If “disability serves as a master trope for difference,” Sandahl says, then anybody can adopt it “…to serve as a metaphor expressing their own outsider status, alienation and alterity, not necessarily the social, economic and political concerns of actual disabled people” (583). The work of disabled performers can disappear into a wider sphere of self-differentiated identities, which threatens to withdraw ‘disability’ as a politically useful category around which a distinctive group of people can generate an activist politics. To negotiate these risks, disabled performers need to work somewhere between a specific, minoritarian politics and a universal, majoritarian politics, as Sedgwick describes in Epistemology of the Closet (91; cf. Garland-Thompson “Integrating Disability, Transforming Feminist Theory” 5; cf. Stephens 493). Performers need to make their experience of otherness explicit, so that their corporeal specificity is not abstracted into a symbolic system that serves the dominant cultural logic. Performers need to contextualise this experience in social terms, so that it is not isolated from the sphere of identity politics. But performers cannot always afford to allow the freak persona to become one more manifestation of the myriad idiosyncratic identities that circulate in the postmodern popular imaginary. It is by negotiating these risks that performers encourage spectators to experience—if only fleetingly, and provisionally—a relationship to the other that is characterised not by generalisation, domestication and containment (Levinas “Substitution” 80, 88), but by respect for the other’s radical alterity, by vulnerability, and, in Derrida’s reformation of Levinasian ethics, by a singular, reciprocal and undecidable responsibility towards the other (Derrida 60-70). This is what Levinas would call an ethical relationship, in which the other exists, but as an excess, a class of being that can be recognised but never seized by comprehension (“Is Ontology Fundamental?” 7, “Transcendence and Height” 17), or sublimated as a category of, or complement to, the same (13, “Meaning and Sense” 51). Mat Fraser’s mobilisation of Sealo the Sealboy is one of the most engaging examples of the way disabled performers negotiate the complexities of this terrain. On his website, Fraser says he has always been aware of the power of confrontational presentations of his own body, and has found live forms that blur the boundaries between freakshow, sideshow and conventional theatre the best forums for “the more brutal and confrontational aspect of my investigation into disability’s difficult interface with mainstream cultural concerns” (MatFraser.co.uk). Fraser’s appropriation of Sealo was born of a fascination with the historical figure of Stanley Berent. “Stanley Berent was an American freakshow entertainer from the 1940s who looked like me,” Fraser says. “He had phocomelia. That’s the medical term for my condition. It literally means seal-like limbs. Berent’s stage name was Sealo the Sealboy” (Born Freak). Fraser first restaged Sealo after a challenge from Dick Zigun, founder of the modern Sideshows by the Seashore. He restaged Berant’s act, focused on Berant’s ability to do basic things like shaving and sawing wood with his deformed hands, for the sideshow’s audiences. While Fraser had fun playing the character on stage, he says he felt a particular discomfort playing the character on the bally platform used to pull punters into the sideshow from the street outside. “There is no powerful dynamic there,” Fraser laments. “It’s just ‘come look at the freak’” (Born Freak). Accordingly, after a season at Sideshows by the Seashore, Fraser readapted the experience as a stage play, Sealboy: Freak, in which Sealo is counterposed with the character Tam, “a modern disabled actor struggling to be seen as more than a freak” (Born Freak). This shift in the theatrical mechanisms by which he stages the freak gives Fraser the power to draw contemporary, politically correct spectators at the Edinburgh Fringe Festival into the position of sideshow gawkers, confronting them with their own fascination with his body. A potent example is a post-audition scene, in which Tam says I read this book once that said that the mainstream will only see a disabled performer in the same way they view a performing seal. Very clever, but just mimicry. No. No it can’t be like that anymore. We’ve all moved on. People are no longer more fascinated by how I do things, rather than what I say. I am an actor, not a fucking freak. (Born Freak) But, as Tam says this, he rolls a joint, and spectators are indeed wrapped up in how he does it, hardly attending to what he says. What is interesting about Fraser’s engagement with Sealo in Sealboy: Freak is the way he works with a complicated—even contradictory—range of presentational strategies. Fraser’s performance becomes explicit, expositional and estranging by turns. At times, he collapses his own identity into that of the freak, the figure so stark, so recognisable, so much more harshly drawn than its real-life referent, that it becomes a simulacrum (cf. Baudrillard 253-282), exceeding and escaping the complications of the human corporeality beneath it. Fraser allows spectators to inhabit the horror, and the humour, his disabled identity has historically provoked, reengaging the reactions they hide in everyday life. And, perhaps, if they are an educated audience at the Fringe, applauding themselves for their own ability to comprehend the freak, and the crudity of sideshow display. However, self-congratulatory comprehension of the freak persona is interrupted by the discomforting encounter with Tam, suspending—if only provisionally—spectators’ ability to reconcile this reaction with their credentials as a politically correct audience. What a closer look at mobilisations of the freak in performances such as Fraser’s demonstrates is that manipulating the theatrical mechanisms of the stage, and their potential to rapidly restructure engagement with the extraordinary body, enables performers to negotiate the risk of (mis)recognition embedded in the face-to-face encounter between self and spectator. So configured, the stage can become a site for contesting the cultural logic by which the disabled body has historically been defined. It can challenge spectators to experience—if fleetingly—the uncertainties of the face-to-face encounter with the extraordinary body, acknowledging this body’s specificity, without immediately being able to abstract, domesticate or abdicate responsibility for it—or abdicate responsibility for their own reaction to it. Whilst spectators’ willingness to reflect further on their complicity in the construction of the other remains an open and individual question, these theatrical manipulations can at least increase the chance that the cathartic effect of the encounter with the so-called freak will be disrupted or deferred. References Adams, Rachel. Sideshow USA: Freaks and the American Cultural Imagination. Chicago, IL: University of Chigaco Press, 2001. Baudrillard, Jean. “The Precision of Simulacra”. Art After Modernism: Rethinking Representation. Ed. Brian Wallis. Boston, MA: David R. Godine, 1984, 253-282. Born Freak. Dir. Paul Sapin. Written Paul Sapin and Mat Fraser. Planet Wild for Channel 4 UK, 2001. Braidotti, Rosi. Nomadic Subjects: Embodiment and Sexual Difference in Contemporary Feminist Thought. New York, NY: Columbia University Press, 1994. Bogdan, Robert. Freakshow: Presenting Human Oddities for Amusement and Profit. Chicago, IL: University of Chicago Press, 1988. Deleuze, Gilles, and Felix Guattari. A Thousand Plateaus: Capitalism and Schizophrenia. Trans. Brian Massumi. Minneapolis, MN and London: University of Minnesota Press, 1987. Derrida, Jacques. Gift of Death. Trans. David Wills. Chicago IL: University of Chicago Press, 1995. Fraser, Mat. “Live Art”. MatFraser.co.uk. n.date. 30 April 2008 ‹http://www.matfraser.co.uk/live_art.php›. Foucault, Michel. The Birth of the Clinic: An Archeology of Medical Perception. Trans. AM Sheridan Smith. London: Routledge, 1976. Garland-Thomson, Rosmarie. “Integrating Disability, Transforming Feminist Theory”. NSWA Journal 14.3 (2002): 1-33. ———. 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Acknowledgements An earlier version of this paper was presented at “Extreme States: Issues of Scale—Political, Performative, Emotional”, the Australasian Association for Drama Theatre and Performance Studies Annual Conference 2007.

Penelitian ini bertujuan untuk mengetahui dan menganalisis pengaruh keadilan organisasional terhadap kinerja pegawai di UPT PPD Wilayah Provinsi Kalimantan Barat dan melalui kepuasan kerja sebagai variable mediatornya. Populasi penelitian ini adalah seluruh pegawai Kantor di UPT PPD Wilayah Provinsi Kalimantan Barat yang berjumlah 100 orang. Metode pengumpulan data dilakukan dengan kuesioner. Teknik analisis data yang digunakan adalah Path Analysis. Hasil penelitian menunjukkan bahwa Keadilan distributif tidak berpengaruh terhadap kepuasan kerja tetapi Keadilan procedural dan interaksional berpengaruh langsung dan signifikan terhadap kepuasan kerja. Temuan penelitian selanjutnya keadilan distributif dan prosedural tidak berpengaruh terhadap kinerja tetapi keadilan interaksional dan kepuasan kerja berpengaruh langsung dan signifikan terhadap kinerja.Kata Kunci : Keadilan Organisasi, Kepuasan Kerja dan Kinerja PegawaiDAFTAR PUSTAKA A.A. Anwar Prabu Mangkunegara. 2009. 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Introduction The term monster might have its roots in the Latin word monere (to warn), but it has since evolved to have various symbolic meanings, from a terrifying mythical creature to a person of extreme cruelty. No matter the flexibility in use, the term is mostly meant to be derogatory (Asma). As Gilmore puts it, monsters “embody all that is dangerous and horrible in the human imagination” (1). However, it may be argued that monsters sometimes perform the much-needed work of defining and policing our norms (Mittman and Hensel). Since their archetype is predisposed to transgressing boundaries of human integrity (Gilmore), they help establish deviation between human and in-human. Their cognition and action are considered ‘other’ (Kearney) and a means with which people can understand what is right and wrong, and what is divergent from appropriate ways of being. The term monster need not even refer to the werewolves, ogres, vampires, zombies and the like that strike fear in audiences through their ‘immoral, heinous or unjust’ appearance or behaviours. Rather, the term monster can be, and has been, readily applied as a metaphor to describe the unthinkable, unethical, and brutal actions of human beings (Beville 5). Inadvertently, “through their bodies, words, and deeds, monsters show us ourselves” (Mittman and Hensel 2), or what we consider monstrous about ourselves. Therefore, humans acting in ways that deviate from societal norms and standards can be viewed as monstrous. This is evident in the representations of public relations practitioners in media offerings. In the practice of public relations, ethical standards are advocated as the norm, and deviating from them considered unprofessional (Fawkes), and as we contend: monstrous. However, the practice has long suffered a negative stereotypical perception of being deceptive, and with public relations roles receiving less screen time than shows and films about lawyers, accountants, teachers and the like, these few derogatory depictions can distort how audiences view the occupation (Johnston). Depictions of professions (lawyers, cops, journalists, etc.) tend to be cliché, but our contention is that fewer depictions of public relations practitioners on screen further limit the possibility for diverse depictions. The media can have a socialising impact and can influence audiences to view the content they consume as a reflection of the real world around them (Chandler). Television, in particular, with its capacity to prompt heuristic processing in audiences (Shurm), has messages that can be easily decoded by people of various literacies as they become immersed in the viewing experiences (Gerbner and Gross). These messages gain potency because, despite being set in fictional worlds, they can be understood as reflective of the world and audiences’ experiences of it (Gerbner and Gross). Tsetsura, Bentley, and Newcomb add that popular stories recounted in the media have authoritative power and can offer patterns of meaning that shape individual perceptions. Admittedly, as Stuart Hall suggests, media offerings can be encoded with ideologies and representations that are considered appropriate according to the dominant elite, but these may not necessarily be decoded as preferred meanings. In other words, those exposed to stories of monstrous public relations practitioners can agree with such a position, oppose this viewpoint, or remain neutral, but this is dependent on individual experiences. Without other frames of reference, it could be that viewers of negative portrayals of public relations accept the encoded representation that inevitably does a disservice to the profession. When the representations of the field of public relations suggest, inaccurately, that the industry is dominated by men (Johnston), and women practitioners are shown as slick dressers who control and care little about ethics (Dennison), the distortions can adversely impact on the identities of public relations practitioners and on how they are collectively viewed (Tsetsura et al.). Public relations practitioners view this portrayal as the ‘other’ and tend to distance the ideal self from it, continuing to be stuck in the dichotomy of saints and sinners (Fawkes). Our observation of television offerings such as Scandal, Flack, Call My Agent!, Absolutely Fabulous, Sex and the City, You’re the Worst, and Emily in Paris reveals how television programmes continue to perpetuate the negative stereotypes about public relations practice, where practitioners are anything but ethical—therefore monstrous. The characters, mostly well-groomed women, are shown as debased, liars and cheaters who will subvert ethical standards for personal and professional gain. Portrayals of Public Relations Practitioners in Television and Media According to Miller, the eight archetypical traits identified in media representations of public relations practitioners are: ditzy, obsequious, cynical, manipulative, money-minded, isolated, accomplished, or unfulfilled. In later research, Yoon and Black found that television representations of public relations tended to suggest that people in these roles were heartless, manipulative bullies, while Lambert and White contend that the depiction of the profession has improved to be more positive, but nonetheless continues to do a disservice to the practice by presenting female workers, especially, as “shallow but loveable” (18). We too find that public relations practitioners continue to be portrayed as morally ambiguous characters who are willing to break ethical codes of conduct to suit the needs of their clients. We discuss three themes prevalent as popular tropes in television programmes that characterise public relations practitioners as monstrous. To Be or Not to Be a Slick and Skilful Liar? Most television programmes present public relations practitioners as slick and skilful liars, who are shown as well-groomed and authoritative, convinced that they are lying only to protect their clients. In fact, in most cases the characters are shown to not only believe but also advocate to their juniors that ‘a little bit of lying’ is almost necessary to maintain client relationships and ensure campaign success. For example, in the British drama Flack, the main character of Robyn (played by Anna Paquin) is heard advising her prodigy “just assume we are lying to everyone”. The programmes also feature characters who are in dilemma about the monstrous expectations from their roles, struggling to accept that that they engage in deception as part of their jobs. However, most of them are presented as somewhat of an ugly duckling or the modest character in the programme, who is not always rational or in an explicit position of power. For example, Emily from Emily in Paris (played by Lily Collins), while working as a social media manager, regularly questions the approaches taken by the firm she works for. Her boss Sylvie Grateux (played by Philippine Leroy-Beaulieu), who embodies the status quo, is constantly disapproving of Emily’s lack of sophisticated self-presentation, among other aspects. In the episode ‘Faux Amis’, Sylvie quips “it’s not you personally. It’s everything you stand for. You’re the enemy of luxury because luxury is defined by sophistication and taste, not emilyinparis”. Similarly, in the first episode of Call My Agent!, Samuel Kerr (played by Alain Rimoux), the head of a film publicity firm, solves the conundrum faced by his anxious junior Gabriel (played by Grégory Montel) by suggesting that he lie to his client about the real reason why she lost the film. When a modestly dressed Gabriel questions how he can lie to someone he cares for, Samuel, towering over him in an impeccable suit and a confident demeanour, advises “who said anything about lying? Don’t lie. Simply don’t tell her the truth”. However, the subtext here is that the lie is to protect the client from unnecessary hurt and in doing so nurtures the client relationship. So, it lets the audience decide the morality of lying here. It may be argued that moral ambiguity may not necessarily be monstrous. Such grey characters are often crafted because they allow audiences to relate more readily to themselves by encouraging what Hawkins refers to as mental play. Audiences are less interested in the black and white of morality and veer towards shows such as Call My Agent! where storylines hone in on the need to do bad for the greater good. In these ways, public relations practitioners still transgress moral standards but are less likely to be considered monstrous because the impact and effect on others is utilitarian in nature. It is also interesting to note that in these programmes physical appearance is made to play a crucial role in showcasing the power and prestige of the senior public relations practitioner. This focus on attire can tend to further perpetuate unfavourable stereotypes about public relations practitioners being high income earners (Grandien) who are styled with branded apparel but lacking in substance and morals (Fröhlich and Peters). Promiscuous Women The urge to attract audiences to a female character can also lead to developing and cementing unfavourable stereotypes of public relations practitioners as uninhibited women who live on blurred lines between personal and professional. These characters are not portrayed as inherently bad, but instead are found to indulge in lives of excess. In her definition of the monstrous, Arumugam suggests that excess and insatiable appetites direct the monster’s behaviour, and Kearney outlines that this uncontainable excess is what signals the difference between humans and others. Such excess is readily identifiable in the character of Patsy Stone (played by Joanna Lumley) in Absolutely Fabulous. She is an alcoholic, regularly uses recreational drugs, is highly promiscuous, and chain-smokes throughout the series. She is depicted as prone to acting deceptively to maintain her vices. In Flack, Robyn is shown as regularly snorting cocaine and having sex with her clients. Those reviewing the show highlight how it will attract those interested in “its dark, acidic sense of humour” (Greene) while others condemn it because it emphasises the “depraved publicist” trope (Knibbs) and call it “one of the worst TV shows ever made” even though it is trying to highlight concerns raised in the MeToo movement about how men need to respect women (McGurk). Female characters such as Robyn, with her willingness to question why a client has not tried to sleep with her, appear to undermine the empowerment of the movement rather than support it, and continue to maintain the archetypes that those working in the field of public relations abhor. Similarly, Samantha Jones (played by Kim Cattrell) of Sex and the City is portrayed as sexually liberated, and in one episode another character describes Samantha’s vagina as “the hottest spot in town: it’s always open”. In many ways Samantha’s sexual behaviour reflects a post-feminist narrative of empowerment, agency, and choice, but it could also be read as a product of being a public relations practitioner frequenting parties and bars as she rubs shoulders with clients, celebrities, and high-profile businesspeople. To this end, Patsy, Samantha, and Robyn glamourise public relations and paint it as simply an extension of their liberated and promiscuous selves, with little care for any expectation of professionalism or work ethic. This is also in stark contrast to the reality, where women often tend to occupy technical roles that see much of their time spent in doing the hard yards of publicity and promotion (Krugler). Making Others Err Public relations practitioners are not just shown as being morally ambiguous themselves, but often quite adept at making others do deceitful acts on their behalf, thus nonchalantly oppressing others to get their way. For example, although lauded for elevating an African-American woman to the lead role despite the show maintaining misrepresentations of race (Lambert), the main character of Olivia Pope (played by Kerry Washington) in the television programme Scandal regularly subverts the law for her clients despite considering herself one of the “good guys” and wearing a “white hat”. Over the course of seven seasons, Olivia Pope is found to rig elections, plant listening devices in political figures’ offices, bribe, threaten, and conduct an affair with the President. In some cases, she calls on the services of her colleague Huck to literally, and figuratively, get rid of the barriers in the way of protecting her clients. For example, in season one’s episode Crash and Burn she asks Huck to torture a suspect for information about a dead client. Her willingness to request such actions of her friend and colleague, regardless of perceived good motivations, reinforces Mittman’s categorisation that monsters are identified by their effect and impact on others. Here, the impact includes the torturing of a suspect and the revisiting of psychological trauma by Huck’s character. Huck struggles to overcome his past as a killer and spends much of the show trying to curb his monstrous tendencies which are often brought on by PR woman Olivia’s requests. Although she is sometimes striving for justice, Olivia’s desire for results can lead her to act monstrously, which inadvertently contributes to the racist and sexist ideologies that have long been associated with monsters and perceptions of the Other. Across time and space, certain ethnic groups, such as those of African descent, have been associated with the demonic (Cohen). Similarly, all that is feminine often needs to be discarded as the monster to conform to the patriarchal order of society (Creed). Therefore, Olivia Pope’s monstrous behaviour not only does a disservice to representations of public relations practitioners, but also inadvertently perpetuates negative and inaccurate stereotypes about women of African American descent. Striving to be Ethical The majority of public relations practitioners are encouraged, and in some cases expected, to conform to ethical guidelines to practice and gain respect, admiration, and in-group status. In New Zealand, those who opt to become members of the Public Relations Institute of New Zealand (PRINZ) are required to abide by the association’s code of ethics. The code stipulates that members are bound to act in ways that serve public interests by ensuring they are honest, disclose conflict of interests, follow the law, act with professionalism, ensure openness and privacy are maintained, and uphold values of loyalty, fairness, and independence (PRINZ). Similarly, the Global Alliance of Public Relations and Communication Management that binds practitioners together identifies nine guiding principles that are to be adhered to to be recognised as acting ethically. These include obeying laws, working in the public’s interest, ensuring freedom of speech and assembly, acting with integrity, and upholding privacy in sensitive matters (to name a few). These governing principles are designed to maintain ethical practice in the field. Of course, the trouble is that not all who claim to practice public relations become members of the local or global governing bodies. This implies that professional associations like PRINZ are not able to enforce ethics across the board. In New Zealand alone, public relations consultants have had to offer financial reparations for acting in defamatory ways online (Fisher), or have been alleged to have bribed an assault victim to prevent the person giving evidence in a court case (Hurley). Some academics have accused the industry of being engaged in organised lying (Peacock), but these are not common, nor are these moral transgressors accepted into ethical bodies that afford practitioners authenticity and legitimacy. In most cases, public relations practitioners view their role as acting as the moral conscience of the organisations they support (Schauster, Neill, Ferrucci, and Tandoc). Furthermore, they rated better than the average adult when it came to solving ethical dilemmas through moral reasoning (Schuaster et al.). Additionally, training of practitioners through guidance of mentors has continued to contribute to the improved ethical ratings of public relations. What these findings suggest is that the monsters of public relations portrayed on our television screens are exaggerations that are not reflective of most of the practice. Women of Substance, But Not Necessarily Power Exploring the role of women in public relations, Topic, Cunha, Reigstad, Jele-Sanchez, and Moreno found that female practitioners were subordinated to their male counterparts but were found to be more inclined to practice two-way communication, offer balanced perspectives, opt to negotiate, and build relationships through cooperation. The competitiveness, independence, and status identified in popular media portrayals were found to be exhibited more by male practitioners, despite there being more women in the public relations industry than men. As Fitch argues, popular culture continues to suggest that men dominate public relations, and their preferred characteristics end up being those elements that permeate the media messages, regardless of instances where the lead character is a woman or the fact that feminist values of “loyalty, ethics, morality, [and] fairness” are advocated by female practitioners in real life (Vardeman-Winter and Place 333). Additionally, even though public relations is a feminised field, female practitioners struggle to break the glass ceiling, with male practitioners dominating executive positions and out-earning women (Pompper). Interestingly, in public relations, power is not just limited due to gender but also area of practice. In her ethnographic study of the New Zealand practice, Sissons found that practitioners who worked in consultancies were relatively powerless vis-à-vis their clients, and often this asymmetry negatively affected the practitioner’s decision-making. This implies that in stark contrast to the immoral, glamourous, and authoritative depiction of public relations women in television programmes, in reality they are mired by the struggles of a gendered occupation. Accordingly, they are not in fact in a position to have monstrous power over and impact on others. Therefore, one of the only elements the shows seem to capture and emphasise is that public relations is an occupation that specialises in image management; but what these shows contribute to is an ideology that women are expected to look and carry themselves in particular ways, ultimately constructing aesthetic standards that can diminish women’s power and self-esteem. Conclusion Miller’s archetypes may be over twenty years old, but the trend towards obsequious, manipulative, and cynical television characters remains. Although there have been identifiable shifts to loveable, yet shallow, public relations practitioners, such as Alexis Rose on Schitt’s Creek, the appeal of monstrous public relations practitioners remains. As Cohen puts it, monsters reveal to audiences “what a member of that society can become when those same dictates are rejected, when the authority of leaders or customs disintegrates and the subordination of individual to hierarchy is lost” (68). In other words, audiences enjoy watching the stories of metaphorical monsters because they exhibit the behaviours that are expected to be repressed in human beings; they depict what happens when the social norms of society are disturbed (Levina and Bui). At the very least, these media representations can act, much as monster narratives do, as a cautionary tale on how not to think and act to remain accepted as part of the in-group rather than being perceived as the Other. As Mittman and Hensel argue, society can learn much from monsters because monsters exist within human beings. According to Cohen, they offer meaning about the world and can teach audiences so they can learn, in this case, how to be better. Although the representations of public relations in television can offer insights into roles that are usually most effective when they are invisible (Chorazy and Harrington), the continued negative stereotypes of public relations practitioners can adversely impact on the industry if people are unaware of the practices of the occupation, because lacking a reference point limits audiences’ opportunities to critically evaluate the media representations. This will certainly harm the occupation by perpetuating existing negative stereotypes of charming and immoral practitioners, and perhaps add to its struggles with gendered identity and professional legitimacy. References Absolutely Fabulous. Created by Jennifer Saunders and Dawn French. 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Dennison, Mikela. An Analysis of Public Relations Discourse and Its Representations in Popular Culture. Masters Thesis. Auckland: Auckland University of Technology, 2012. Emily in Paris. Created by Darren Starr. Darren Starr Productions, 2020-present. Fawkes, Johanna. “A Jungian Conscience: Self-Awareness for Public Relations Practice.” Public Relations Review 41.5 (2015): 726-33. Fisher, David. “’Hit’ Jobs Case: PR Consultant Apologises and Promises Cash to Settle Defamation Case That Came from Dirty Politics”. New Zealand Herald, 3 Mar. 2021. 7 July 2021 <https://www.nzherald.co.nz/nz/hit-jobs-case-pr-consultant-apologises-and-promises-cash-to-settle-defamation-case-that-came-from-dirty-politics/C4KN5H42UUOCSXD7OFXGZ6YCEA/>. Fiske, John. Television Culture. Routledge, 2010. Fitch, Kate. “Promoting the Vampire Rights Amendment: Public Relations, Postfeminism and True Blood”. Public Relations Review 41.5 (2015): 607-14. Flack. Created by Oliver Lansley. Hat Trick Productions, 2019-2021. Fröhlich, Romy, and Sonja B. Peters. “PR Bunnies Caught in the Agency Ghetto? Gender Stereotypes, Organizational Factors, and Women’s Careers in PR Agencies.” Journal of Public Relations Research 19.3 (2007): 229-54. Gerbner, George, and Larry Gross. “Living with Television: The Violence Profile”. Journal of Communication 26.2 (1976): 172-99. Gilmore, David D. Monsters: Evil Beings, Mythical Beasts, and All Manner of Imaginary Terrors. U of Pennsylvania P. Global Alliance for Public Relations and Communication Management. Code of Ethics. 14 Mar. 2021. <https://www.globalalliancepr.org/code-of-ethics>. Greene, Steve. “Flack: Amazon Resurfaced the Show’s First Season at Just the Right Time.” IndieWire, 22 Jan. 2021. 7 July 2021 <https://www.indiewire.com/2021/01/flack-review-amazon-prime-video-anna-paquin-1234610509/>. Hall, Stuart. “Encoding/Decoding”. Culture, Media, Language. Eds. Stuart Hall, Doothy Hobson, Andrew Lowe, and Paul Willis. Routledge, 1980. 128-138. Hawkins, Gay. “The Ethics of Television”. International Journal of Cultural Studies 4.4 (2001): 412-26. Hurley, Sam. “The PR Firm Hired to Do a Rich-Lister’s Dirty Work”. New Zealand Herald, 30 Mar. 2021. 5 July 2021 <https://www.nzherald.co.nz/business/inside-story-the-pr-firm-hired-to-do-a-rich-listers-dirty-work-and-make-a-court-case-disappear/7FKKEADHWIBT64POKDH3ADEDE4/>. Johnston, Jane. “Girls on Screen: How Film and Television Depict Women in Public Relations.” PRism 7.4 (2010): 1-16. Kearney, Richard. Strangers, Gods and Monsters: Interpreting Otherness. London: Routledge, 2003. Knibbs, Kate. “A Brief Pop Cultural History of the Publicist.” The Ringer 27 Feb. 2019. 7 July 2021 <https://www.theringer.com/tv/2019/2/27/18241636/flack-publicists-pop-culture>. Krugler, Elizabeth. Women in Public Relations: The Influence of Gender on Women Leaders in Public Relations. Masters Thesis. Iowa State University, 2017. 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Longing on a large scale is what makes history.Don DeLillo, UnderworldIntroductionWhile the media industries have been rather thoroughly dissected for their capacity to generate enthusiasm through well-honed practices of marketing and patterns of consumerism, any analysis of the shift underway to capture and modulate the ‘enthusiastic’ and affective labour of media industry practitioners themselves may still have much to learn by reaching back to the long tradition in Western philosophy: a tradition, starting with the Greeks that has almost always contrasted enthusiasm with reason (Heyd). To quote Hume: “Hope, pride, presumption, a warm imagination, together with ignorance, are … the true sources of enthusiasm” (73). Hume’s remarks are contextualised in protestant theological debates of the 18th century, where enthusiasm was a term for a religious practice, in which God possesses the believer. Especially English preachers and theologians were putting considerable energy into demonising this far too ecstatic form of belief in god (Heyd). This ambivalent attitude towards enthusiasm time-travels from the Greeks and the Enlightenment period straight into the 20th century. In 1929, William Henry Schoenau, an early author of self-help literature for the white-collar worker, aimed to gain a wider audience with the title: “Charm, Enthusiasm and Originality - their Acquisition and Use”. According to him, enthusiasm is necessary for the success of the salesman, and has to be generated by techniques such as a rigorous special diet and physical exercises of his facial muscles. But it also has to be controlled:Enthusiasm, when controlled by subtle repression, results in either élan, originality, magnetism, charm or “IT”, depending on the manner of its use. Uncontrolled enthusiasm results in blaring jazz, fanaticism and recklessness. A complete lack of enthusiasm produces the obsequious waiter and the uneducated street car conductor. (7)Though William Henry Schoenau got rather lost in his somewhat esoteric take on enthusiasm – for him it was a result of magnetic and electric currents – we argue that Schoenau had a point: Enthusiasm is a necessary affect in many forms of work, and especially so in the creative industries. It has to be generated, it sometimes has to be enacted, and it has also to be controlled. However, we disagree with Schoenau in one important issue: For us, enthusiasm can only be controlled up to a certain degree. Enthusiasm in the Creative IndustriesSchoenau wrote for an audience of salesmen and ambitious managers. This was simultaneous with the rise of Fordism. Most labour in Fordism was routine labour with the assembly line as its iconic representation. In mass-production itself, enthusiasm was not needed, often not even wanted. Henry Ford himself noted dryly: “Why do I get a human being when all I want is a pair of hands” (Kane 128). It was reserved for few occupational groups situated around the core of the mass-produced economy, such as salesmen, inventors, and leaders like him. “Henry Ford had a burning enthusiasm for the motor car” (Pearle 196).In industrial capitalism enthusiasm on a larger scale was not for the masses. It could be found in political movements, but hardly in the realm of work. This was different in the first socialist state. In the 1920s and 1930s Soviet Union the leaders turned their experience in stimulating a revolutionary mindset into a formula for industrial development – famously documented in Dziga Vertov’s “Enthusiasm. Symphony of the Donbass”.In capitalist countries things changed with the crisis of Fordism. The end of mass production and its transformation to flexible specialisation (Piore/Sabel) prepared the ground for a revival of enthusiasm on a large scale. Post-industrial economies rely on permanent innovation. Now discourses in media, management, and academia emphasise the relevance of buzzwords such as flexibility, adaptability, change, youth, speed, fun, and creativity. In social science debates around topics such as the cultural economy (Ray/Sayers, Cook et al., du Gay/Pryke, Amin/Thrift), affective labour (Lazzarato, Hardt/Negri, Virno) and creative industries (Florida, Hartley) gained in momentum (for an interesting take on enthusiasm see Bröckling). Enthusiasm has become an imperative for most professions. Those who are not on fire are in danger of getting fired. Producing and Consuming EnthusiasmOur interest in enthusiasm as affective labour emerged in an ethnographic and experimental project that we conducted in 2003-2007 in London’s creative industries. The project brought together three industrial and one academic partner to produce a reality TV show tailor-made for IPTV (internet-protocol-based television). During this project we encountered enthusiasm in many forms. Initially, we were faced with the need to be enthusiastic, while we established the project coalition. To be convincing, we had to pitch the commercial potential of such a project enthusiastically to our potential partners, and often we had to cope with rejections and start the search and pitch again (Caldwell). When the project coalition was set up, we as academic partners managed the network. In the following two years we had to cope with our partner’s different directions, different rhythms and different styles of enthusiasm. The TV producer for example had different ways to express excitement than the new media firm. Such differences resulted in conflicts and blockades, and part of our task as project managers was to rebuild an enthusiastic spirit after periods of frustration. At the same time enthusiasm was one of the ingredients of the digital object that we produced: `Real’ emotions form the material of most reality TV shows (Grindstaff). Affects are for reality TV, what steel was for a Fordist factory. We needed an enthusiastic audience as part of the filmed material. There is thus a need to elicit, select, engineer and film such emotions. To this aim we engaged with the participants and the audience in complex ways, sometimes by distancing ourselves, other times by consciously manipulating them, and at even other times by sharing enthusiasm (similar processes in respect to other emotions are ethnographically described in Hesmondhalgh/Baker). Generating and managing enthusiasm is obviously a necessary part of affective labour in the creative industries. However, just as Hesmondhalgh/Baker indicate, this seemingly simple claim is problematic.Affective Labour as Practice‘Affective labour’ is a term that describes labour through its products: ‘A feeling of ease, well-being, satisfaction, excitement, or passion’ (Hardt/Negri 292-293). Thus, the term ‘affective labour’ usually describes a sector by the area of human endeavour, which it commodifies. But the concept looses its coherence, if it is used to describe labour by its practice (for an analogue argument see Dowling). The latter is what interests us. Such a usage will have to re-introduce the notion of the working subject. To see affective labour as a practice should enable us to describe in more detail, how enthusiasm shapes the becoming of a cultural object. Who employed affect when and what kinds of affects in which way? Analysing enthusiasm as social practice and affective labour usually brings about one of two contrasting perceptions. On the one hand one can celebrate enthusiasm – like Pekka Himanen – as one of the key characteristics for a new work ethic emerging alongside the Protestant Ethic. On the other hand we find critique of the need to display affects. Barbara Ehrenreich shows how a forced display of enthusiasm becomes a requirement for all office workers to survive in late capitalism. Judging from our experience these two approaches need to be synthesized: Much affective labour consists in the display of affects, in showing off, in pretending. On the other hand, enthusiasm can only realise its potential, if it is ‘real’ (as opposed to enacted).With Ehrenreich, Hochschild and many others we think that an analysis of affective labour as a practice needs to start with a notion of expression. Enthusiasm can be expressed through excited gestures, rapid movements, raised voices, eyes wide open, clapping hands, speech. For us it was often impossible to separate which expression was ‘genuine’ and which was enacted. Judging from introspection, it is probable that many actors had a similar experience to ours: They mixed some genuine enthusiasm with more or less enforced forms of re-enactment. Perhaps re-enactment turned to a ‘real’ feeling: We enacted ourselves into an authentic mood - an effect that is also described as “deep acting” (Grandey). What can happen inside us, can also happen in social situations. German philosopher Max Scheler went to substantial lengths to make a case for the contagiousness of affects, and enthusiasm is one of the most contagious affects. Mutual contagiousness of enthusiasm can lead to collective elation, with or without genuine enthusiasm of all members. The difference of real, authentic affects and enacted affects is thus not only theoretically, but also empirically rather problematic. It is impossible to make convincing claims about the degree of authenticity of an affect. However, it is also impossible to ignore this ambivalence. Both ‘authentic’ and ‘faked’ enthusiasm can be affective labour, but they differ hugely in terms of their productive capacities.Enthusiasm as Productive ForceWhy is enthusiasm so important in the first place? The answer is threefold. Firstly, an enthusiastic worker is more productive. He or she will work more intensively, put in more commitment, is likely to go the so-called extra mile. Enthusiasm can create a surplus of labour and a surplus of value, thus a surplus of productivity. Secondly enthusiasm is part of the creative act. It can unleash energies and overcome self-imposed limitations. Thirdly enthusiasm is future-oriented, a stimulus for investment, always risky. Enthusiasm can be the affective equivalent of venture capital – but it is not reified in capital, but remains incorporated in labour. Thus enthusiasm not only leads to an increase of productivity, it can be productive itself. This is what makes it to one of the most precious commodities in the creative industries. To make this argument in more detail we need to turn to one of the key philosophers of affect.Thinking Enthusiasm with SpinozaFor Spinoza, all affects are derivatives of a first basic drive or appetite. Desire/appetite is the direct equivalent of what Spinoza calls Conatus: Our striving to increase our power. From this starting point, Spinoza derives two basic affects: pleasure/joy and sadness/pain. Pleasure/joy is the result of an increase of our power, and sadness/pain is the result of its decrease. Spinoza explains all other affects through this basic framework. Even though enthusiasm is not one of the affects that Spinoza mentions, we want to suggest that Spinoza’s approach enables us to understand the productivity of enthusiasm. Enthusiasm is a hybrid between desire (the drive) and joy (the basic affect). Like hope or fear, it is future-oriented. It is a desire (to increase our power) combined with an anticipated outcome. Present and the future are tightly bound. Enthusiasm differs in this respect from its closest relatives: hope and optimism. Both hope and optimism believe in the desired outcome, but only against the odds and with a presumption of doubt. Enthusiasm is a form of ecstatic and hyper-confident hope. It already rewards us with joy in the present.With Spinoza we can understand the magical trick of future-oriented enthusiasm: To be enthusiastic means to anticipate an outcome of an increased power. This anticipation increases our power in the present. The increased power in the present can then be used to achieve the increased power in the future. If successful, it becomes a self-fulfilling prophecy. It is this future-orientedness, which can make enthusiasm productive. Actions and PassionsIn its Greek origin (‘enthousiasmos’) to be enthusiastic meant to be possessed or inspired by a god. An enthusiast was someone with an intense religious fervour and sometimes someone with an exaggerated belief in religious inspiration. Accordingly, enthusiasm is often connected to the devotion to an ideal, cause, study or pursuit. In late capitalism, we get possessed by different gods. We get possessed by the gods of opportunity – in our case the opportunities of a new technology like IPTV. Obsessions cannot easily be switched on and off. This is part of affective labour: The ability to open up and let the gods of future-oriented enthusiasm take hold of us. We believe in something not for the sake of believing, but for the sake of what we believe in. But at the same time we know that we need to believe. The management of this contradiction is a problem of control. As enthusiasm now constitutes a precious commodity, we cannot leave it to mere chance. Spinoza addresses exactly this point. He distinguishes two kinds of affects, actions and passions. Actions are what we control, passions are what controls us. Joy (= the experience of increased power of acting) can also weaken, if someone is not able to control the affection that triggered the joy. In such a case it becomes a passion: An increase of power that weakens in the long run. Enthusiasm is often exactly this. How can enthusiasm as a passion be turned into an action? One possible answer is to control what Spinoza calls the ‘ideas’ of the bodily affections. For Spinoza, affections (affectiones) ‘strike’ the body, but affect (affectus) is formed of both, of the bodily affectiones, but also of our ideas of these affectiones. Can such ideas become convictions, beliefs, persuasions? Our experience suggests that this is indeed possible. The excitement about the creative possibilities of IPTV, for example, was turned into a conviction. We had internalised the affect as part of our beliefs. But we had internalised it for a prize: The more it became an idea the more stable it got, but the less it was a full, bodily affect, something that touched our nervous system. We gained power over it for the price that it became less powerful in its drive.Managing the UnmanageableIn all institutions and organisations enthusiasm needs to be managed on a regular basis. In project networks however the orchestration of affects faces a different set of obstacles than in traditional organizations. Power structures are often shifting and not formally defined. Project partners are likely to have diverging interests, different expectations and different views on how to collaborate. What might be a disappointing result for one partner can be a successful result for another one. Differences of interest can be accompanied by differences of the expression of enthusiasm. This was clearly the case in our project network. The TV company entered a state of hype and frenzy while pitching the project. They were expressing their enthusiasm with talk about prominent TV channels that would buy the product, and celebrities who would take part in the show. The new media company showed its commitment through the development of beautifully designed time plans and prototypes – one of them included the idea to advertise the logo of the project on banners placed on airplanes. This sort of enthusiastic presentation led the TV producer to oppose the vision of the new media’s brand developer: She perceived this as an example of unrealistic pipe dreams. In turn the TV producer’s repeated name-dropping led other partners to mistrust them.Timing was another reason why it seemed to be impossible to integrate the affective cohorts of all partners into one well-oiled machine. Work in TV production requires periods of heightened enthusiasm while shooting the script. Not surprisingly, TV professionals save up their energy for this time. In contrast, new media practitioners create their products on the go: hype and energy are spread over the whole work process. Their labour becomes materialised in detailed plans, concepts, and prototypes. In short, the affective machine of a project network needs orchestration. This is a question of management.As this management failed so often in our project, we could discover another issue in the universe of enthusiasm: Disappointed high spirits can easily turn into bitterness and hostility. High expectations can lead to a lack of motivation and finally to a loss of loyalty towards the product and towards other project partners. Thus managing enthusiasm is not just about timing. It is also about managing disappointment and frustration. These are techniques, which have to be well developed on the level of the self-management as well as group management.Beyond the ProjectWe want to conclude this paper with a scene that happened at the very end of the project. In a final meeting, all partners agreed – much to our surprise – that the product was a big success. At that time we as academic partners found this irritating. There were many reasons why we disagreed: we did not produce a new format, we did not get positive user feedback, and we could not sell the show to further broadcasters (our original aims). However, all of this did not seem to have any impact on this final assessment. At the time of the meeting this looked for us like surreal theatre. Looking back now, this display of enthusiasm was indeed perhaps a ‘rational’ thing to do. Most projects and products in the creative industries are not successful on the market (Frith). 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“What's the brief?” is an everyday question within the graphic design process. Moreover, the concept and importance of a design brief is overtly understood well beyond design practice itself—especially among stakeholders who work with designers and clients who commission design services. Indeed, a design brief is often an assumed and expected physical or metaphoric artefact for guiding the creative process. When a brief is lacking, incomplete or unclear, it can render an already ambiguous graphic design process and discipline even more fraught with misinterpretation. Nevertheless, even in wider design discourse, there appears to be little research on design briefs and the briefing process (Jones and Askland; Paton and Dorst). It seems astonishing that, even in Peter Phillips’s 2014 edition of Creating the Perfect Design Brief, he feels compelled to comment that “there are still no books available about design briefs” and that the topic is only “vaguely” covered within design education (21). While Phillips’s assertion is debatable if one draws purely from online vernacular sources or professional guides, it is supported by the lack of scholarly attention paid to the design brief. Graphic design briefs are often mentioned within design books, journals, and online sources. However, this article argues that the format, function and use of such briefs are largely assumed and rarely identified and studied. Even within the broader field of design research, the tendency appears to be to default to “the design brief” as an assumed shorthand, supporting Phillips’s argument about the nebulous nature of the topic. As this article contextualises, this is further problematised by insufficient attention cast on graphic design itself as a specific discipline. This article emerges from a wider, multi-stage creative practice study into graphic design practice, that used experimental performative design research methods to investigate graphic designers’ professional relationships with stakeholders (Meron, Strangely). The article engages with specific outcomes from that study that relate to the design brief. The article also explores existing literature and research and argues for academics, the design industry, and educationalists, to focus closer attention on the design brief. It concludes by suggesting that experimental and collaborative design methods offers potential for future research into the design brief. Contextualising the Design Brief It is critical to differentiate the graphic design brief from the operational briefs of architectural design (Blyth and Worthington; Khan) or those used in technical practices such as software development or IT systems design, which have extensive industry-formalised briefing practices and models such as the waterfall system (Petersen et al.) or more modern processes such as Agile (Martin). Software development and other technical design briefs are necessarily more formulaically structured than graphic design briefs. Their requirements are generally empirically and mechanistically located, and often mission-critical. In contrast, the conceptual nature of creative briefs in graphic design creates the potential for them to be arbitrarily interpreted. Even in wider design discourse, there appears to be little consistency about the form that a brief takes. Some sources indicate that a brief only requires one page (Elebute; Nov and Jones) or even a single line of text (Jones and Askland). At other times briefs are described as complex, high-level documents embedded within processes which designers respond to with the aim of producing end products to satisfy clients’ requirements (Ambrose; Patterson and Saville). Ashby and Johnson (40) refer to the design brief as a “solution neutral” statement, the aim being to avoid preconceptions or the narrowing of the creative possibilities of a project. Others describe a consultative (Walsh), collaborative and stakeholder-inclusive process (Phillips). The Scholarly Brief Within scholarly design research, briefs inevitably manifest as an assumed artefact or process within each project; but the reason for their use or antecedents for chosen formats are rarely addressed. For example, in “Creativity in the Design Process” (Dorst and Cross) some elements of the design brief are described. The authors also describe at what stage of the investigation the brief is introduced and present a partial example of the brief. However, there is no explanation of the form of the brief or the reasons behind it. They simply describe it as being typical for the design medium, adding that its use was considered a critical part of addressing the design problem. In a separate study within advertising (Johar et al.), researchers even admit that the omission of crucial elements from the brief—normally present in professional practice—had a detrimental effect on their results. Such examples indicate the importance of briefs for the design process, yet further illustrating the omission of direct engagement with the brief within the research design, methodology, and methods. One exception comes from a study amongst business students (Sadowska and Laffy) that used the design brief as a pedagogical tool and indicates that interaction with, and changes to, elements of a design brief impact the overall learning process of participants, with the brief functioning as a trigger for that process. Such acknowledgement of the agency of a design brief affirms its importance for professional designers (Koslow et al.; Phillips). This use of a brief as a research device informed my use of it as a reflective and motivational conduit when studying graphic designers’ perceptions of stakeholders, and this will be discussed shortly. The Professional Brief Professionally, the brief is a key method of communication between designers and stakeholders, serving numerous functions including: outlining creative requirements, audience, and project scope; confirming project requirements; and assigning and documenting roles, procedures, methods, and approval processes. The format of design briefs varies from complex multi-page procedural documents (Patterson and Saville; Ambrose) produced by marketing departments and sent to graphic design agencies, to simple statements (Jones and Askland; Elebute) from small to medium-sized businesses. These can be described as the initial proposition of the design brief, with the following interactions comprising the ongoing briefing process. However, research points to many concerns about the lack of adequate briefing information (Koslow, Sasser and Riordan). It has been noted (Murray) that, despite its centrality to graphic design, the briefing process rarely lives up to designers’ expectations or requirements, with the approach itself often haphazard. This reinforces the necessarily adaptive, flexible, and compromise-requiring nature of professional graphic design practice, referred to by design researchers (Cross; Paton and Dorst). However, rather than lauding these adaptive and flexible designer abilities as design attributes, such traits are often perceived by professional practitioners as unequal (Benson and Dresdow), having evolved by the imposition by stakeholders, rather than being embraced by graphic designers as positive designer skill-sets. The Indeterminate Brief With insufficient attention cast on graphic design as a specific scholarly discipline (Walker; Jacobs; Heller, Education), there is even less research on the briefing process within graphic design practice (Cumming). Literature from professional practice on the creation and function of graphic design briefs is often formulaic (Phillips) and fractured. It spans professional design bodies, to templates from mass-market printers (Kwik Kopy), to marketing-driven and brand-development approaches, in-house style guides, and instructional YouTube videos (David). A particularly clear summary comes from Britain’s Design Council. This example describes the importance of a good design brief, its requirements, and carries a broad checklist that includes the company background, project aims, and target audience. It even includes stylistic tips such as “don’t be afraid to use emotive language in a brief if you think it will generate a shared passion about the project” (Design Council). From a subjective perspective, these sources appear to contain sensible professional advice. However, with little scholarly research on the topic, how can we know that, for example, using emotive language best informs the design process? Why might this be helpful and desirable (or otherwise) for designers? These varied approaches highlight the indeterminate treatment of the design brief. Nevertheless, the very existence of such diverse methods communicates a pattern of acknowledgement of the criticality of the brief, as well as the desire, by professional bodies, commentators, and suppliers, to ensure that both designers and stakeholders engage effectively with the briefing process. Thus, with such a pedagogic gap in graphic design discourse, scholarly research into the design brief has the potential to inform vernacular and formal educational resources. Researching the Design Brief The research study from which this article emerges (Meron, Strangely) yielded outcomes from face-to-face interviews with eleven (deidentified) graphic designers about their perceptions of design practice, with particular regard to their professional relationships with other creative stakeholders. The study also surveyed online discussions from graphic design forums and blog posts. This first stage of research uncovered feelings of lacking organisational gravitas, creative ownership, professional confidence, and design legitimacy among the designers in relation to stakeholders. A significant causal factor pointed to practitioners’ perceptions of lacking direct access to and involvement with key sources of creative inspiration and information; one specific area being the design brief. It was a discovery that was reproduced thematically during the second stage of the research. This stage repurposed performative design research methods to intervene in graphic designers’ resistance to research (Roberts, et al), with the goal of bypassing practitioners’ tendency to portray their everyday practices using formulaic professionalised answers (Dorland, View). In aiming to understand graphic designers’ underlying motivations, this method replaced the graphic designer participants with trained actors, who re-performed narratives from the online discussions and designer interviews during a series of performance workshops. Performative methodologies were used as design thinking methods to defamiliarise the graphic design process, thereby enabling previously unacknowledged aspects of the design process to be unveiled, identified and analysed. Such defamiliarisation repurposes methods used in creative practice, including design thinking (Bell, Blythe, and Sengers), with performative elements drawing on ethnography (Eisner) and experimental design (Seago and Dunne). Binding these two stages of research study together was a Performative Design Brief—a physical document combining narratives from the online discussions and the designer interviews. For the second stage, this brief was given to a professional theatre director to use as material for a “script” to motivate the actors. In addition to identifying unequal access to the creative process as a potential point of friction, this study yielded outcomes suggesting that designers were especially frustrated when the design brief was unclear, insufficiently detailed, or even missing completely. The performative methodology enabled a refractive approach, using performative metaphor and theatre to defamiliarise graphic design practice, portraying the process through a third-party theatrical prism. This intervened in graphic designers’ habitual communication patterns (Dorland, The View). Thus, combining traditional design research methods with experimental interdisciplinary ones, enabled outcomes that might not otherwise have emerged. It is an example of engaging with the fluid, hybrid (Heller, Teaching), and often elusive practices (van der Waarde) of graphic design. Format, Function, and Use A study (Paton and Dorst) among professional graphic designers attempts to dissect practitioners’ perceptions of different aspects of briefing as a process of ‘framing’. Building on the broader theories of design researchers such as Nigel Cross, Bryan Lawson, and Donald Schön, Paton and Dorst suggest that most of the designers preferred a collaborative briefing process where both they and client stakeholders were directly involved, without intermediaries. This concurs with the desire, from many graphic designers that I interviewed, for unobstructed engagement with the brief. Moreover, narratives from the online discussions that I investigated suggest that the lack of clear frameworks for graphic design briefs is a hotly debated topic, as are perceptions of stakeholder belligerence or misunderstanding. For example, in a discussion from Graphic Design Forums designer experiences range from only ever receiving informal verbal instructions—“basically, we’ve been handed design work and they tell us ‘We need this by EOD’” (VFernandes)—to feeling obliged to pressure stakeholders to provide a brief—“put the burden on them to flesh out the details of a real brief and provide comprehensive material input” (HotButton) —to resignation to an apparent futility of gaining adequate design briefs from stakeholders because— “they will most likely never change” (KitchWitch). Such negative assumptions support Koslow et al.’s assertion that the absence of a comprehensive brief is the most “terrifying” thing for practitioners (9). Thus, practitioners’ frustrations with stakeholders can become unproductive when there is an inadequate design brief, or if the creative requirements of a brief are otherwise removed from the direct orbit of graphic designers. This further informs a narrative of graphic designers perceiving some stakeholders as gatekeepers of the design brief. For example, one interviewed designer believed that stakeholders ‘don’t really understand the process’ (Patricia). Another interviewee suggested that disorganised briefs could be avoided by involving designers early in the process, ensuring that practitioners had direct access to the client as a creative source, rather than having to circumnavigate stakeholders (Marcus). Such perceptions appeared to reinforce beliefs among these practitioners that they lack design capital within the creative process. These perceptions of gatekeeping of the design brief support suggestions of designers responding negatively when stakeholders approach the design process from a different perspective (Wall and Callister), if stakeholders assume a managerial position (Jacobs) and, in particular, if stakeholders are inexperienced in working with designers (Banks et al.; Holzmann and Golan). With such little clarity in the design briefing process, future research may consider comparisons with industries with more formalised briefing processes, established professional statuses, or more linear histories. Indeed, the uneven historical development of graphic design (Frascara; Julier and Narotzky) may influence the inconsistency of its briefing process. Inconsistency as Research Opportunity The inconsistent state of the graphic design brief is reflective of the broader profession that it resides within. Graphic design as a profession remains fluid and inconsistent (Dorland, Tell Me; Jacobs), with even its own practitioners unable to agree on its parameters or even what to call the practice (Meron, Terminology). Pedagogically, graphic design is still emerging as an independent discipline (Cabianca; Davis), struggling to gain capital outside of existing and broader creative practices (Poynor; Triggs). The inherent interdisciplinarity (Harland) and intangibility of graphic design also impact the difficulty of engaging with the briefing process. Indeed, graphic design’s practices have been described as “somewhere between science and superstition (or fact and anecdote)” (Heller, Teaching par. 3). With such obstacles rendering the discipline fractured (Ambrose et al.), it is understandable that stakeholders might find engaging productively with graphic design briefs challenging. This can become problematic, with inadequate stakeholder affinity or understanding of design issues potentially leading to creative discord (Banks et al.; Holzmann and Golan). Identifying potentially problematic and haphazard aspects of the design brief and process also presents opportunities to add value to research into broader relationships between graphic designers and stakeholders. It suggests a practical area of study with which scholarly research on collaborative design approaches might intersect with professional graphic design practice. Indeed, recent research suggests that collaborative approaches offer both process and educational advantages, particularly in the area of persona development, having the ability to discover the “real” brief (Taffe 394). Thus, framing the brief as a collaborative, educative, and negotiative process may allow creative professionals to elucidate and manage the disparate parts of a design process, such as timeframes, stakeholders, and task responsibilities, as well as the cost implications of stakeholder actions such as unscheduled amendments. It can encourage the formalisation of incomplete vernacular briefs, as well as allow for the influence of diverse briefing methods, such as the one-page creative brief of advertising agencies, or more formal project management practices while allowing for some of the fluidity of more agile approaches: acknowledging that changes may be required while keeping all parties informed and involved. In turn, collaborative approaches may contribute towards enabling the value of contributions from both graphic designers and stakeholders and it seems beneficial to look towards design research methodologies that promote collaborative pathways. Mark Steen, for example, argues for co-design as a form of design thinking for enabling stakeholders to combine knowledge with negotiation to implement change (27). Collaborative design methods have also been advocated for use between designers and users, with stakeholders on shared projects, and with external collaborators (Binder and Brandt). Others have argued that co-design methods facilitate stakeholder collaboration “across and within institutional structures” while challenging existing power relations, albeit leaving structural changes largely unaffected (Farr 637). The challenge for collaborative design research is to seek opportunities and methodologies to conduct design brief research within a graphic design process that often appears amorphous, while also manifesting complex designer–stakeholder dynamics. Doubly so, when the research focus—the graphic design brief—often appears as nebulous an entity as the practice it emerges from. Conclusion The research discussed in this article suggests that graphic designers distrust a creative process that itself symbolises an inconsistent, reactive, and often accidental historical development of their profession and pedagogy. Reflecting this, the graphic design brief emerges almost as a metaphor for this process. The lack of overt discussion about the format, scope, and process of the brief feeds into the wider framework of graphic design’s struggle to become an independent scholarly discipline. This, in turn, potentially undermines the professional authority of graphic design practice that some of its practitioners believe is deficient. Ultimately, the brief and its processes must become research-informed parts of graphic design pedagogy. Embracing the brief as a pedagogical, generative, and inseparable part of the design process can inform the discourse within education, adding scholarly value to practice and potentially resulting in increased agency for practitioners. The chameleon-like nature of graphic design’s constant adaptation to ever-changing industry requirements makes research into the role and influences of its briefing process challenging. Thus, it also follows that the graphic design brief is unlikely to quickly become as formalised a document or process as those from other disciplines. But these are challenges that scholars and professionals must surely embrace if pedagogy is to gain the research evidence to influence practice. As this article argues, the often obfuscated practices and inherent interdisciplinarity of graphic design benefit from experimental research methods, while graphic designers appear responsive to inclusive approaches. Thus, performative methods appear effective as tools of discovery and collaborative methodologies offer hope for organisational intervention. References Ambrose, Gavin. Design Thinking for Visual Communication. Fairchild, 2015. Ambrose, Gavin, Paul Harris, and Nigel Ball. The Fundamentals of Graphic Design. Bloomsbury, 2020. Ashby, M.F., and Kara Johnson. Materials and Design: The Art and Science of Material Selection in Product Design. Elsevier Butterworth-Heinemann, 2010. 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IntroductionIn Nancy Meyers’s 2015 film The Intern a particular kind of masculinity is celebrated through the material accoutrements of Ben Whittaker (Robert De Niro). A retired 70-year-old manager, Ben takes up a position as a “senior” Intern in an online clothing distribution company run by Jules Ostin (Anne Hathaway). Jules’s company, All About Fit, is the embodiment of the Gen Y creative workplace operating in an old Brooklyn warehouse. Ben’s presence in this environment is anachronistic and yet also stylishly retro in an industry where “vintage” is a mode of dress but also offers alternative ethical values (Veenstra and Kuipers). The alternative that Ben offers is figured through his sartorial style, which mobilises a specific kind of retro masculinity made available through his senior white male body. This paper investigates how and why retro masculinity is materialised and embodied as both a set of values and a set of objects in The Intern.Three particular objects are emblematic of this retro masculinity and come to stand in for a body of desirable masculine values: the business suit, the briefcase, and the handkerchief. In the midst of an indie e-commerce garment business, Ben’s old-fashioned wardrobe registers a regular middle class managerial masculinity from the past that is codified as solidly reliable and dependable. Sherry Turkle reminds us that “material culture carries emotions and ideas of startling intensity” (6), and these impact our thinking, our emotional life, and our memories. The suit, briefcase, and handkerchief are material reminders of this reliable masculine past. The values they evoke, as presented in this film, seem to offer sensible solutions to the fast pace of twenty-first century life and its reconfigurations of family and work prompted by feminism and technology.The film’s fetishisation of these objects of retro masculinity could be mistaken for nostalgia, in the way that vintage collections elide their political context, and yet it also registers social anxiety around gender and generation amid twenty-first century social change. Turner reminds us of the importance of film as a social practice through which “our culture makes sense of itself” (3), and which participates in the ongoing negotiation of the meanings of gender. While masculinity is often understood to have been in crisis since the advent of second-wave feminism and women’s mass entry into the labour force, theoretical scrutiny now understands masculinity to be socially constructed and changing, rather than elemental and stable; performative rather than innate; fundamentally political, and multiple through the intersection of class, race, sexuality, and age amongst other factors (Connell; Butler). While Connell coined the term “hegemonic masculinity,” to indicate “masculinity which occupies the hegemonic position in a given pattern of gender relations” (76), it is always intersectional and contestable. Ben’s hegemonic position in The Intern might be understood in relation to what Buchbinder identifies as “inadequate” or “incompetent” masculinities, which offer a “foil for another principal character” (232), but this movement between margin and hegemony is always in process and accords with the needs that structure the story, and its attendant social anxieties. This film’s fetishising of Ben’s sartorial style suggests a yearning for a stable and recognisable masculine identity, but in order to reinstall these meanings the film must ignore the political times from which they emerge.The construction of retro masculinity in this case is mapped onto Ben’s body as a “senior.” As Gilleard notes, ageing bodies are usually marked by a narrative of corporeal decline, and yet for men of hegemonic privilege, non-material values like seniority, integrity, wisdom, and longevity coalesce to embody “the accumulation of cultural or symbolic capital in the form of wisdom, maturity or experience” (1). Like masculinity, then, corporeality is understood to be a set of unstable signifiers produced through particular cultural discourses.The Business SuitThe business suit is Ben Whittaker’s habitual work attire, so when he comes out of retirement to be an intern at the e-commerce company he re-adopts this professional garb. The solid outline of a tailored and dark-coloured suit signals a professional body that is separate, autonomous and impervious to the outside world, according to Longhurst (99). It is a body that is “proper,” ready for business, and suit-ed to the professional corporate world, whose values it also embodies (Edwards 42). In contrast, the costuming code of the Google generation of online marketers in the film is defined as “super cas[ual].” This is a workplace where the boss rides her bicycle through the open-space office and in which the other 219 workers define their individuality through informal dress and decoration. In this environment Ben stands out, as Jules comments on his first day:Jules: Don’t feel like you have to dress up.Ben: I’m comfortable in a suit if it’s okay.Jules: No, it’s fine. [grins] Old school.Ben: At least I’ll stand out.Jules: I don’t think you’ll need a suit to do that.The anachronism of a 70-year-old being an intern is materialised through Ben’s dress code. The business suit comes to represent Ben not only as old school, however, but as a “proper” manager.As the embodiment of a successful working woman, entrepreneur Jules Ostin appears to be the antithesis of the business-suit model of a manager. Consciously not playing by the book, her company is both highly successful, meeting its five-year objectives in only nine months, and highly vulnerable to disasters like bedbugs, delivery crises, and even badly wrapped tissue. Shaped in her image, the company is often directly associated with Jules herself, as Ben continually notes, and this comes to include the mix of success, vulnerability, and disaster. In fact, the success of her company is the reason that she is urged to find a “seasoned” CEO to run the company, indicating the ambiguous, simultaneous guise of success and disaster.This relationship between individual corporeality and the corporate workforce is reinforced when it is revealed that Ben worked as a manager for 40 years in the very same warehouse, reinforcing his qualities of longevity, reliability, and dependability. He oversaw the printing of the physical telephone book, another quaint material artefact of the past akin to Ben, which is shown to have literally shaped the building where the floor dips over in the corner due to the heavy printers. The differences between Ben and Jules as successive generations of managers in this building operate as registers of social change inflected with just a little nostalgia. Indeed, the name of Jules’s company, All About Fit, seems to refer more to the beautifully tailored “fit” of Ben’s business suit than to any of the other clothed bodies in the company.Not only is the business suit fitted to business, but it comes to represent a properly managed body as well. This is particularly evident when contrasted with Jules’s management style. Over the course of the film, as she endures a humiliating series of meetings, sends a disastrous email to the wrong recipient, and juggles her strained marriage and her daughter’s school schedule, Jules is continuously shown to teeter on the brink of losing control. Her bodily needs are exaggerated in the movie: she does not sleep and apparently risks “getting fat” according to her mother’s research; then when she does sleep it is in inappropriate places and she snores loudly; she forgets to eat, she cries, gets drunk and vomits, gets nervous, and gets emotional. All of these outpourings are in situations that Ben remedies, in his solid reliable suited self. As Longhurst reminds us,The suit helps to create an illusion of a hard, or at least a firm and “proper,” body that is autonomous, in control, rational and masculine. It gives the impression that bodily boundaries continually remain intact and reduce potential embarrassment caused by any kind of leakage. (99)Ben is thus suited to manage situations in ways that contrast to Jules, whose bodily emissions and emotional dramas reinforce her as feminine, chaotic, and emotionally vulnerable. As Gatens notes of our epistemological inheritance, “women are most often understood to be less able to control the passions of the body and this failure is often located in the a priori disorder or anarchy of the female body itself” (50). Transitioning these philosophical principles to the 21st-century workplace, however, manifests some angst around gender and generation in this film.Despite the film’s apparent advocacy of successful working women, Jules too comes to prefer Ben’s model of corporeal control and masculinity. Ben is someone who makes Jules “feel calm, more centred or something. I could use that, obviously,” she quips. After he leads the almost undifferentiated younger employees Jason, Davis, and Lewis on a physical email rescue, Jules presents her theory of men amidst shots at a bar to celebrate their heist:Jules: So, we were always told that we could be anything, do anything, and I think guys got, maybe not left behind but not quite as nurtured, you know? I mean, like, we were the generation of You go, Girl. We had Oprah. And I wonder sometimes how guys fit in, you know they still seem to be trying to figure it out. They’re still dressing like little boys, they’re still playing video games …Lewis: Well they’ve gotten great.Davis: I love video games.Ben: Oh boy.Jules: How, in one generation, have men gone from guys like Jack Nicholson and Harrison Ford to … [Lewis, Davis, and Jason look down at themselves]Jules: Take Ben, here. A dying breed. Look and learn boys, because if you ask me, this is what cool is.Jules’s excessive drinking in this scene, which is followed by her vomiting into a rubbish bin, appears to reinforce Ben’s stable sobriety, alongside the culture of excess and rapid change associated with Jules through her gender and generation.Jules’s adoption of Ben as the model of masculinity is timely, given that she consistently encounters “sexism in business.” After every meeting with a potential CEO Jules complains of their patronising approach—calling her company a “chick site,” for example. And yet Ben echoes the sartorial style of the 1960s Mad Men era, which is suffused with sexism. The tension between Ben’s modelling of old-fashioned chivalry and those outdated sexist businessmen who never appear on-screen remains linked, however, through the iconography of the suit. In his book Mediated Nostalgia, Lizardi notes a similar tendency in contemporary media for what he calls “presentist versions of the past […] that represent a simpler time” (6) where viewers are constructed as ”uncritical citizens of our own culture” (1). By heroising Ben as a model of white middle-class managerial masculinity that is nostalgically enduring and endearing, this film betrays a yearning for such a “simpler time,” despite the complexities that hover just off-screen.Indeed, most of the other male characters in the film are found wanting in comparison to the retro masculinity of Ben. Jules’s husband Matt appears to be a perfect modern “stay-at-home-dad” who gives up his career for Jules’s business start-up. Yet he is found to be having an affair with one of the school mums. Lewis’s clothes are also condemned by Ben: “Why doesn’t anyone tuck anything in anymore?” he complains. Jason does not know how to speak to his love-interest Becky, expecting that texting and emailing sad emoticons will suffice, and Davis is unable to find a place to live. Luckily Ben can offer advice and tutelage to these men, going so far as to house Davis and give him one of his “vintage” ties to wear. Jules endorses this, saying she loves men in ties.The BriefcaseIf a feature of Ben’s experienced managerial style is longevity and stability, then these values are also attached to his briefcase. The association between Ben and his briefcase is established when the briefcase is personified during preparations for Ben’s first day: “Back in action,” Ben tells it. According to Atkinson, the briefcase is a “signifier of executive status […] entwined with a ‘macho mystique’ of concealed technology” (192). He ties this to the emergence of Cold War spy films like James Bond and traces it to the development of the laptop computer. This mix of mobility, concealment, glamour, and a touch of playboy adventurousness in a mass-produced material product manifested the values of the corporate world in latter 20th-century work culture and rendered the briefcase an important part of executive masculinity. Ben’s briefcase is initially indicative of his anachronistic position in All About Fit. While Davis opens his canvas messenger bag to reveal a smartphone, charger, USB drive, multi-cable connector, and book, Ben mirrors this by taking out his glasses case, set of pens, calculator, fliptop phone, and travel clock. Later in the film he places a print newspaper and leather bound book back into the case. Despite the association with a pre-digital age, the briefcase quickly becomes a product associated with Ben’s retro style. Lewis, at the next computer console, asks about its brand:Ben: It’s a 1973 Executive Ashburn Attaché. They don’t make it anymore.Lewis: I’m a little in love with it.Ben: It’s a classic Lewis. It’s unbeatable.The attaché case is left over from Ben’s past in executive management as VP for sales and advertising. This was a position he held for twenty years, during his past working life, which was spent with the same company for over 40 years. Ben’s long-serving employment record has the same values as his equally long-serving attaché case: it is dependable, reliable, ages well, and outlasts changes in fashion.The kind of nostalgia invested in Ben and his briefcase is reinforced extradiagetically through the musical soundtracks associated with him. Compared to the undifferentiated upbeat tracks at the workplace, Ben’s scenes feature a slower-paced sound from another era, including Ray Charles, Astrud Gilberto, Billie Holiday, and Benny Goodman. These classics are a point of connection with Jules, who declares that she loves Billie Holiday. Yet Jules is otherwise characterised by upbeat, even frantic, timing. She hates slow talkers, is always on the move, and is renowned for being late for meetings and operating on what is known as “Jules Standard Time.” In contrast, like his music, Ben is always on time: setting two alarm clocks each night, driving shorter and more efficient routes, seeing things at just the right time, and even staying at work until the boss leaves. He is reliable, steady, and orderly. He restores order both to the office junk desk and to the desk of Jules’s personal assistant Becky. These characteristics of order and timeliness are offered as an alternative to the chaos of 21st-century global flows of fashion marketing. Like his longevity, time is measured and managed around Ben. Even his name echoes that veritable keeper of time, Big Ben.The HandkerchiefThe handkerchief is another anachronistic object that Ben routinely carries, concealed inside his suit rather than flamboyantly worn on the outside pocket. A neatly ironed square of white hanky, it forms a notable part of Ben’s closet, as Davis notices and enquires about:Davis: Okay what’s the deal with the handkerchief? I don’t get that at all.Ben: It’s essential. That your generation doesn’t know that is criminal. The reason for carrying a handkerchief is to lend it. Ask Jason about this. Women cry Davis. We carry it for them. One of the last vestiges of the chivalrous gent.Indeed, when Jules’s personal assistant Becky bursts into tears because her skills and overtime go unrecognised, Ben is able to offer the hanky to Jason to give her as a kind of white flag, officially signaling a ceasefire between Becky and Jason. This scene is didactic: Ben is teaching Jason how to talk to a woman with the handkerchief as a material prop to prompt the occasion. He also offers advice to Becky to keep more regular hours, and go out and have fun (with Jason, obviously). Despite Becky declaring she “hates girls who cry at work,” this reaction to the pressures of a contemporary work culture that is irregular, chaotic, and never-ending is clearly marking gender, as the handkerchief also marks a gendered transaction of comfort.The handkerchief functions as a material marker of the “chivalrous gent” partly due to the number of times women are seen to cry in this film. In one of Ben’s first encounters with Jules she is crying in a boardroom, when it is suggested that she find a CEO to manage the company. Ben is clearly embarrassed, as is Jules, indicating the inappropriateness of such bodily emissions at work and reinforcing the emotional currency of women in the workplace. Jules again cries while discussing her marriage crisis with Ben, a scene in which Ben comments it is “the one time when he doesn’t have a hanky.” By the end of the film, when Jules and Matt are reconciling, she suggests: “It would be great if you were to carry a handkerchief.” The remaking of modern men into the retro style of Ben is more fully manifested in Davis who is depicted going to work on the last day in the film in a suit and tie. No doubt a handkerchief lurks hidden within.ConclusionThe yearning that emerges for a masculinity of yesteryear means that the intern in this film, Ben Whittaker, becomes an internal moral compass who reminds us of rapid social changes in gender and work, and of their discomfits. That this should be mapped onto an older, white, heterosexual, male body is unsurprising, given the authority traditionally invested in such bodies. Ben’s retro masculinity, however, is a fantasy from a fictional yesteryear, without the social or political forces that render those times problematic; instead, his material culture is fetishised and stripped of political analysis. Ben even becomes the voice of feminism, correcting Jules for taking the blame for Matt’s affair. Buchbinder argues that the more recent manifestations in film and television of “inadequate or incomplete” masculinity can be understood as “enacting a resistance to or even a refusal of the coercive pressure of the gender system” (235, italics in original), and yet The Intern’s yearning for a slow, orderly, mature, and knowing male hero refuses much space for alternative younger models. Despite this apparently unerring adulation of retro masculinity, however, we are reminded of the sexist social culture that suits, briefcases, and handkerchiefs materialise every time Jules encounters one of the seasoned CEOs jostling to replace her. The yearning for a stable masculinity in this film comes at the cost of politicising the past, and imagining alternative models for the future.ReferencesAtkinson, Paul. “Man in a Briefcase: The Social Construction of the Laptop Computer and the Emergence of a Type Form.” Journal of Design History 18.2 (2005): 191-205. Buchbinder, David. “Enter the Schlemiel: The Emergence of Inadequate of Incompetent Masculinities in Recent Film and Television.” Canadian Review of American Studies 38.2 (2008): 227-245.Butler, Judith. Gender Trouble. New York: Routledge, 1990.Connell, R.W. Masculinities. 2nd ed. Cambridge: Polity Press, 2005.Edwards, Tim. Fashion in Focus: Concepts, Practices and Politics. London: Routledge, 2010.Gatens, Moira. Imaginary Bodies: Ethics, Power and Corporeality. New York: Routledge, 1996.Gilleard, Chris, and Paul Higgs. Ageing, Corporeality and Embodiment. London: Anthem, 2014.Lizardi, Ryan. Mediated Nostalgia: Individual Memory and Contemporary Mass Media. London: Lexington Books, 2015.Longhurst, Robyn. Bodies: Exploring Fluid Boundaries. London: Routledge, 2001.Meyers, Nancy, dir. The Intern. Warner Bros. Pictures, 2015.Turkle, Sherry. “The Things That Matter.” Evocative Objects: Things We Think With. Ed. Sherry Turkle. Cambridge MA: MIT Press, 2007.Turner, Graeme. Film as Social Practice. 3rd ed. London: Routledge, 2002.Veenstra, Aleit, and Giselinde Kuipers. “It Is Not Old-Fashioned, It Is Vintage: Vintage Fashion and the Complexities of 21st Century Consumption Practices.” Sociology Compass 7.5 (2013): 355-365.

The use of the family home as a setting for television sitcoms (situation comedies) has long been recognised for its ability to provide audiences with an identifiable site of ontological security (much discussed by Giddens, Scannell, Saunders and others). From the beginnings of American sitcoms with such programs as Leave it to Beaver, and through the trail of The Brady Bunch, The Cosby Show, Roseanne, The Fresh Prince of Bel Air, and on to Home Improvement, That 70s Show and How I Met Your Mother, the US has led the way with screenwriters and producers capitalising on the value of using the suburban family dwelling as a fixed setting. The most obvious advantage is the use of an easily constructed and inexpensive set, most often on a TV studio soundstage requiring only a few rooms (living room, kitchen and bedroom are usually enough to set the scene), and a studio audience. In Singapore, sitcoms have had similar successes; portraying the lives of ‘ordinary people’ in their home settings. Some programs have achieved phenomenal success, including an unprecedented ten year run for Phua Chu Kang Pte Ltd from 1996-2007, closely followed by Under One Roof (1994-2000 and an encore season in 2002), and Living with Lydia (2001-2005). This article furthers Blunt and Dowling’s exploration of the “critical geography” of home, by providing a focused analysis of home-based sitcoms in the nation-state of Singapore. The use of the home tells us a lot. Roseanne’s cluttered family home represents a lived reality for working-class families throughout the Western world. In Friends, the seemingly wealthy ‘young’ people live in a fashionable apartment building, while Seinfeld’s apartment block is much less salubrious, indicating (in line with the character) the struggle of the humble comedian. Each of these examples tells us something about not just the characters, but quite often about class, race, and contemporary societies. In the Singaporean programs, the home in Under One Roof (hereafter UOR) represents the major form of housing in Singapore, and the program as a whole demonstrates the workability of Singaporean multiculturalism in a large apartment block. Phua Chu Kang Pte Ltd (PCK) demonstrates the entrepreneurial abilities of even under-educated Singaporeans, with its lead character, a building contractor, living in a large freestanding dwelling – generally reserved for the well-heeled of Singaporean society. And in Living with Lydia (LWL) (a program which demonstrates Singapore’s capacity for global integration), Hong Kong émigré Lydia is forced to share a house (less ostentatious than PCK’s) with the family of the hapless Billy B. Ong. There is perhaps no more telling cultural event than the sitcom. In the 1970s, The Brady Bunch told us more about American values and habits than any number of news reports or cop shows. A nation’s identity is uncovered; it bares its soul to us through the daily tribulations of its TV households. In Singapore, home-based sitcoms have been one of the major success stories in local television production with each of these three programs collecting multiple prizes at the region-wide Asian Television Awards. These sitcoms have been able to reflect the ideals and values of the Singaporean nation to audiences both at ‘home’ and abroad. This article explores the worlds of UOR, PCK, and LWL, and the ways in which each of the fictional homes represents key features of the multi-ethnic, multi-cultural Singapore. Through ownership and regulation, Singaporean TV programs operate as a firm link between the state and its citizens. These sitcoms follow regular patterns where the ‘man of the house’ is more buffoon than breadwinner – in a country defined by its neo-Confucian morality, sitcoms allow a temporary subversion of patriarchal structures. In this article I argue that the central theme in Singaporean sitcoms is that while home is a personal space, it is also a valuable site for national identities to be played out. These identities are visible in the physical indicators of the exterior and interior living spaces, and the social indicators representing a benign patriarchy and a dominant English language. Structure One of the key features of sitcoms is the structure: cold open – titles – establishing shot – opening scene. Generally the cold opening (aka “the teaser”) takes place inside the home to quickly (re)establish audience familiarity with the location and the characters. The title sequence then features, in the case of LWL and PCK, the characters outside the house (in LWL this is in cartoon format), and in UOR (see Figure 1) it is the communal space of the barbeque area fronting the multi-story HDB (Housing Development Board) apartment blocks. Figure 1: Under One Roof The establishing shot at the end of each title sequence, and when returning from ad breaks, is an external view of the characters’ respective dwellings. In Seinfeld this establishing shot is the New York apartment block, in Roseanne it is the suburban house, and the Singaporean sitcoms follow the same format (see Figure 2). Figure 2: Phua Chu Kang External Visions of the Home This emphasis on exterior buildings reminds the viewer that Singaporean housing is, in many ways, unique. As a city-state (and a young one at that) its spatial constraints are particularly limiting: there simply isn’t room for suburban housing on quarter acre blocks. It rapidly transformed from an “empty rock” to a scattered Malay settlement of bay and riverside kampongs (villages) recognisable by its stilt houses. Then in the shadow of colonialism and the rise of modernity, the kampongs were replaced in many cases by European-inspired terrace houses. Finally, in the post-colonial era high-rise housing began to swell through the territory, creating what came to be known as the “HDB new town”, with some 90% of the population now said to reside in HDB units, and many others living in private high-rises (Chang 102, 104). Exterior shots used in UOR (see Figure 3) consistently emphasise the distinctive HDB blocks. As with the kampong housing, high-rise apartments continue notions of communal living in that “Living below, above and side by side other people requires tolerance of neighbours and a respect towards the environment of the housing estate for the good of all” (104). The provision of readily accessible public housing was part of the “covenant between the newly enfranchised electorate and the elected government” (Chua 47). Figure 3: Establishing shot from UOR In UOR, we see the constant interruption of the lives of the Tan family by their multi-ethnic neighbours. This occurs to such an extent as to be a part of the normal daily flow of life in Singaporean society. Chang argues that despite the normally interventionist activities of the state, it is the “self-enforcing norms” of behaviour that have worked in maintaining a “peaceable society in high-rise housing” (104). This communitarian attitude even extends to the large gated residence of PCK, home to an almost endless stream of relatives and friends. The gate itself seems to perform no restrictive function. But such a “peaceable society” can also be said to be a result of state planning which extends to the “racial majoritarianism” imposed on HDB units in the form of quotas determining “the actual number of households of each of the three major races [Chinese, Malay and Indian] … to be accommodated in a block of flats” (Chua 55). Issues of race are important in Singapore where “the inscription of media imagery bears the cultural discourse and materiality of the social milieu” (Wong 120) perhaps nowhere more graphically illustrated than in the segregation of TV channels along linguistic / cultural lines. These 3 programs all featured on MediaCorp TV’s predominantly English-language Channel 5 and are, in the words of Roland Barthes, “anchored” by dint of their use of English. Home Will Eat Itself The consumption of home-based sitcoms by audiences in their own living-rooms creates a somewhat self-parodying environment. As John Ellis once noted, it is difficult to escape from the notion that “TV is a profoundly domestic phenomenon” (113) in that it constantly attempts to “include the audiences own conception of themselves into the texture of its programmes” (115). In each of the three Singaporean programs living-rooms are designed to seat characters in front of a centrally located TV set – at most all the audience sees is the back of the TV, and generally only when the TV is incorporated into a storyline, as in the case of PCK in Figure 4 (note the TV set in the foreground). Figure 4: PCK Even in this episode of PCK when the lead characters stumble across a pornographic video starring one of the other lead characters, the viewer only hears the program. Perhaps the most realistic (and acerbic) view of how TV reorganises our lives – both spatially in the physical layout of our homes, and temporally in the way we construct our viewing habits (eating dinner or doing the housework while watching the screen) – is the British “black comedy”, The Royle Family. David Morley (443) notes that “TV and other media have adapted themselves to the circumstances of domestic consumption while the domestic arena itself has been simultaneously redefined to accommodate their requirements”. Morley refers to The Royle Family’s narrative that rests on the idea that “for many people, family life and watching TV have become indistinguishable to the extent that, in this fictional household, it is almost entirely conducted from the sitting positions of the viewers clustered around the set” (436). While TV is a central fixture in most sitcoms, its use is mostly as a peripheral thematic device with characters having their viewing interrupted by the arrival of another character, or by a major (within the realms of the plot) event. There is little to suggest that “television schedules have instigated a significant restructuring of family routines” as shown in Livingstone’s audience-based study of UK viewers (104). In the world of the sitcom, the temporalities of characters’ lives do not need to accurately reflect that of “real life” – or if they do, things quickly descend to the bleakness exemplified by the sedentary Royles. As Scannell notes, “broadcast output, like daily life, is largely uneventful, and both are punctuated (predictably and unpredictably) by eventful occasions” (4). To show sitcom characters in this static, passive environment would be anathema to the “real” viewer, who would quickly lose interest. This is not to suggest that sitcoms are totally benign though as with all genres they are “the outcome of social practices, received procedures that become objectified in the narratives of television, then modified in the interpretive act of viewing” (Taylor 14). In other words, they feature a contextualisation that is readily identifiable to members of an established society. However, within episodes themselves, it as though time stands still – character development is almost non-existent, or extremely slow at best and we see each episode has “flattened past and future into an eternal present in which parents love and respect one another, and their children forever” (Taylor 16). It takes some six seasons before the character of PCK becomes a father, although in previous seasons he acts as a mentor to his nephew, Aloysius. Contained in each episode, in true sitcom style, are particular “narrative lines” in which “one-liners and little comic situations [are] strung on a minimal plot line” containing a minor problem “the solution to which will take 22 minutes and pull us gently through the sequence of events toward a conclusion” (Budd et al. 111). It is important to note that the sitcom genre does not work in every culture, as each locale renders the sitcom with “different cultural meanings” (Nielsen 95). Writing of the failure of the Danish series Three Whores and a Pickpocket (with a premise like that, how could it fail?), Nielsen (112) attributes its failure to the mixing of “kitchen sink realism” with “moments of absurdity” and “psychological drama with expressionistic camera work”, moving it well beyond the strict mode of address required by the genre. In Australia, soap operas Home and Away and Neighbours have been infinitely more popular than our attempts at sitcoms – which had a brief heyday in the 1980s with Hey Dad..!, Kingswood Country and Mother and Son – although Kath and Kim (not studio-based) could almost be counted. Lichter et al. (11) state that “television entertainment can be ‘political’ even when it does not deal with the stuff of daily headlines or partisan controversy. Its latent politics lie in the unavoidable portrayal of individuals, groups, and institutions as a backdrop to any story that occupies the foreground”. They state that US television of the 1960s was dominated by the “idiot sitcom” and that “To appreciate these comedies you had to believe that social conventions were so ironclad they could not tolerate variations. The scripts assumed that any minute violation of social conventions would lead to a crisis that could be played for comic results” (15). Series like Happy Days “harked back to earlier days when problems were trivial and personal, isolated from the concerns of a larger world” (17). By the late 1980s, Roseanne and Married…With Children had “spawned an antifamily-sitcom format that used sarcasm, cynicism, and real life problems to create a type of in-your-face comedy heretofore unseen on prime time” (20). This is markedly different from the type of values presented in Singaporean sitcoms – where filial piety and an unrelenting faith in the family unit is sacrosanct. In this way, Singaporean sitcoms mirror the ideals of earlier US sitcoms which idealise the “egalitarian family in which parental wisdom lies in appeals to reason and fairness rather than demands for obedience” (Lichter et al. 406). Dahlgren notes that we are the products of “an ongoing process of the shaping and reshaping of identity, in response to the pluralised sets of social forces, cultural currents and personal contexts encountered by individuals” where we end up with “composite identities” (318). Such composite identities make the presentation (or re-presentation) of race problematic for producers of mainstream television. Wong argues that “Within the context of PAP hegemony, media presentation of racial differences are manufactured by invoking and resorting to traditional values, customs and practices serving as symbols and content” (118). All of this is bound within a classificatory system in which each citizen’s identity card is inscribed as Chinese, Malay, Indian or Other (often referred to as CMIO), and a broader social discourse in which “the Chinese are linked to familial values of filial piety and the practice of extended family, the Malays to Islam and rural agricultural activities, and the Indians to the caste system” (Wong 118). However, these sitcoms avoid directly addressing the issue of race, preferring to accentuate cultural differences instead. In UOR the tables are turned when a none-too-subtle dig at the crude nature of mainland Chinese (with gags about the state of public toilets), is soon turned into a more reverential view of Chinese culture and business acumen. Internal Visions of the Home This reverence for Chinese culture is also enacted visually. The loungeroom settings of these three sitcoms all provide examples of the fashioning of the nation through a “ubiquitous semi-visibility” (Noble 59). Not only are the central characters in each of these sitcoms constructed as ethnically Chinese, but the furnishings provide a visible nod to Chinese design in the lacquered screens, chairs and settees of LWL (see Figure 5.1), in the highly visible pair of black inlaid mother-of-pearl wall hangings of UOR (see Figure 5.2) and in the Chinese statuettes and wall-hangings found in the PCK home. Each of these items appears in the central view of the shows most used setting, the lounge/family room. There is often symmetry involved as well; the balanced pearl hangings of UOR are mirrored in a set of silk prints in LWL and the pair of ceramic Chinese lions in PCK. Figure 5.1: LWL Figure 5.2: UOR Thus, all three sitcoms feature design elements that reflect visible links to Chinese culture and sentiments, firmly locating the sitcoms “in Asia”, and providing a sense of the nation. The sets form an important role in constructing a realist environment, one in which “identification with realist narration involves a temporary merger of at least some of the viewer’s identity with the position offered by the text” (Budd et al. 110). These constant silent reminders of the Chinese-based hegemon – the cultural “majoritarianism” – anchors the sitcoms to a determined concept of the nation-state, and reinforces the “imaginative geographies of home” (Blunt and Dowling 247). The Foolish “Father” Figure in a Patriarchal Society But notions of a dominant Chinese culture are dealt with in a variety of ways in these sitcoms – not the least in a playful attitude toward patriarchal figures. In UOR, the Tan family “patriarch” is played by Moses Lim, in PCK, Gurmit Singh plays Phua and in LWL Samuel Chong plays Billy B. Ong (or, as Lydia mistakenly refers to him Billy Bong). Erica Sharrer makes the claim that class is a factor in presenting the father figure as buffoon, and that US sitcoms feature working class families in which “the father is made to look inept, silly, or incompetent have become more frequent” partly in response to changing societal structures where “women are shouldering increasing amounts of financial responsibility in the home” (27). Certainly in the three series looked at here, PCK (the tradesman) is presented as the most derided character in his role as head of the household. Moses Lim’s avuncular Tan Ah Teck is presented mostly as lovably foolish, even when reciting his long-winded moral tales at the conclusion of each episode, and Billy B. Ong, as a middle-class businessman, is presented more as a victim of circumstance than as a fool. Sharrer ponders whether “sharing the burden of bread-winning may be associated with fathers perceiving they are losing advantages to which they were traditionally entitled” (35). But is this really a case of males losing the upper hand? Hanke argues that men are commonly portrayed as the target of humour in sitcoms, but only when they “are represented as absurdly incongruous” to the point that “this discursive strategy recuperates patriarchal notions” (90). The other side of the coin is that while the “dominant discursive code of patriarchy might be undone” (but isn’t), “the sitcom’s strategy for containing women as ‘wives’ and ‘mothers’ is always contradictory and open to alternative readings” (Hanke 77). In Singapore’s case though, we often return to images of the women in the kitchen, folding the washing or agonising over the work/family dilemma, part of what Blunt and Dowling refer to as the “reproduction of patriarchal and heterosexist relations” often found in representations of “the ideal’ suburban home” (29). Eradicating Singlish One final aspect of these sitcoms is the use of language. PM Lee Hsien Loong once said that he had no interest in “micromanaging” the lives of Singaporeans (2004). Yet his two predecessors (PM Goh and PM Lee Senior) both reflected desires to do so by openly criticising the influence of Phua Chu Kang’s liberal use of colloquial phrases and phrasing. While the use of Singlish (or Singapore Colloquial English / SCE) in these sitcoms is partly a reflection of everyday life in Singapore, by taking steps to eradicate it through the Speak Good English movement, the government offers an intrusion into the private home-space of Singaporeans (Ho 17). Authorities fear that increased use of Singlish will damage the nation’s ability to communicate on a global basis, withdrawing to a locally circumscribed “pidgin English” (Rubdy 345). Indeed, the use of Singlish in UOR is deliberately underplayed in order to capitalise on overseas sales of the show (which aired, for example, on Australia’s SBS television) (Srilal). While many others have debated the Singlish issue, my concern is with its use in the home environment as representative of Singaporean lifestyles. As novelist Hwee Hwee Tan (2000) notes: Singlish is crude precisely because it’s rooted in Singapore’s unglamorous past. This is a nation built from the sweat of uncultured immigrants who arrived 100 years ago to bust their asses in the boisterous port. Our language grew out of the hardships of these ancestors. Singlish thus offers users the opportunity to “show solidarity, comradeship and intimacy (despite differences in background)” and against the state’s determined efforts to adopt the language of its colonizer (Ho 19-20). For this reason, PCK’s use of Singlish iterates a “common man” theme in much the same way as Paul Hogan’s “Ocker” image of previous decades was seen as a unifying feature of mainstream Australian values. That the fictional PCK character was eventually “forced” to take “English” lessons (a storyline rapidly written into the program after the direct criticisms from the various Prime Ministers), is a sign that the state has other ideas about the development of Singaporean society, and what is broadcast en masse into Singaporean homes. Conclusion So what do these home-based sitcoms tell us about Singaporean nationalism? Firstly, within the realms of a multiethnic society, mainstream representations reflect the hegemony present in the social and economic structures of Singapore. Chinese culture is dominant (albeit in an English-speaking environment) and Indian, Malay and Other cultures are secondary. Secondly, the home is a place of ontological security, and partial adornment with cultural ornaments signifying Chinese culture are ever-present as a reminder of the Asianness of the sitcom home, ostensibly reflecting the everyday home of the audience. The concept of home extends beyond the plywood-prop walls of the soundstage though. As Noble points out, “homes articulate domestic spaces to national experience” (54) through the banal nationalism exhibited in “the furniture of everyday life” (55). In a Singaporean context, Velayutham (extending the work of Morley) explores the comforting notion of Singapore as “home” to its citizens and concludes that the “experience of home and belonging amongst Singaporeans is largely framed in the materiality and social modernity of everyday life” (4). Through the use of sitcoms, the state is complicit in creating and recreating the family home as a site for national identities, adhering to dominant modes of culture and language. References Blunt, Alison, and Robyn Dowling. Home. London: Routledge, 2006. Budd, Mike, Steve Craig, and Clay Steinman. Consuming Environments: Television and Commercial Culture. New Jersey: Rutgers UP, 1999. Chang, Sishir. “A High-Rise Vernacular in Singapore’s Housing Development Board Housing.” Berkeley Planning Journal 14 (2000): 97-116. Chua, Beng Huat. “Public Housing Residents as Clients of the State.” Housing Studies 15.1 (2000). Dahlgren, Peter. “Media, Citizenship and Civic Culture”. Mass Media and Society. 3rd ed. Eds. James Curran and Michael Gurevitch. London: Arnold, 2000. 310-328. Ellis, John. Visible Fictions: Cinema, Television, Video. London: Routledge & Kegan Paul, 1982. Hanke, Robert. “The ‘Mock-Macho’ Situation Comedy: Hegemonic Masculinity and its Reiteration.” Western Journal of Communication 62.1 (1998). Ho, Debbie G.E. “‘I’m Not West. I’m Not East. So How Leh?’” English Today 87 22.3 (2006). Lee, Hsien Loong. “Our Future of Opportunity and Promise.” National Day Rally 2004 Speech. 29 Apr. 2007 http://www.gov.sg/nd/ND04.htm>. Lichter, S. Robert, Linda S. Lichter, and Stanley Rothman. Prime Time: How TV Portrays American Culture. Washington D.C.: Regnery Publishing, 1994. Livingstone, Sonia. Young People and New Media: Childhood and the Changing Media Environment. London: Sage, 2002 Morley, David. “What’s ‘Home’ Got to Do with It? Contradictory Dynamics in the Domestication of Technology and the Dislocation of Domesticity.” European Journal of Cultural Studies 6 (2003). Noble, Greg. “Comfortable and Relaxed: Furnishing the Home and Nation.” Continuum: Journal of Media and Cultural Studies 16.1 (2002). Rubdy, Rani. “Creative Destruction: Singapore’s Speak Good English Movement.” World Englishes 20.3 (2001). Scannell, Paddy. “For a Phenomenology of Radio and Television.” Journal of Communication 45.3 (1995). Scharrer, Erica. “From Wise to Foolish: The Portrayal of the Sitcom Father, 1950s-1990s.” Journal of Broadcasting and Electronic Media 45.1 (2001). Srilal, Mohan. “Quick Quick: ‘Singlish’ Is Out in Re-education Campaign.” Asia Times Online (28 Aug. 1999). Tan, Hwee Hwee. “A War of Words over ‘Singlish’: Singapore’s Government Wants Its Citizens to Speak Good English, But They Would Rather Be ‘Talking Cock’.” Time International 160.3 (29 July 2002). Taylor, Ella. “From the Nelsons to the Huxtables: Genre and Family Imagery in American Network Television.” Qualitative Sociology 12.1 (1989). Velayutham, Selvaraj. “Affect, Materiality, and the Gift of Social Life in Singapore.” SOJOURN 19.1 (2004). Wong, Kokkeong. Media and Culture in Singapore: A Theory of Controlled Commodification. New Jersey: Hampton Press, 2001. Images Under One Roof: The Special Appearances. Singapore: Television Corporation of Singapore. VCD. 2000. Living with Lydia (Season 1, Volume 1). Singapore: MediaCorp Studios, Blue Max Enterprise. VCD. 2001. Phua Chu Kang Pte Ltd (Season 5, Episode 10). Kuala Lumpur: MediaCorp Studios, Speedy Video Distributors. VCD. 2003. Citation reference for this article MLA Style Pugsley, Peter. "At Home in Singaporean Sitcoms: Under One Roof, Living with Lydia and Phua Chu Kang." M/C Journal 10.4 (2007). echo date('d M. Y'); ?> <http://journal.media-culture.org.au/0708/09-pugsley.php>. APA Style Pugsley, P. (Aug. 2007) "At Home in Singaporean Sitcoms: Under One Roof, Living with Lydia and Phua Chu Kang," M/C Journal, 10(4). Retrieved echo date('d M. Y'); ?> from <http://journal.media-culture.org.au/0708/09-pugsley.php>.

The Internet has connected people and cultures in a way that, just ten years ago, was unimaginable. Because of the net, materials once scarce are now ubiquitous. Indeed, never before in human history have so many people had so much access to such a wide variety of cultural material, yet far from heralding a new cultural nirvana, we are facing a creative lock-down. Over the last hundred years, copyright term has been extended time and again by a creative industry eager to hold on to the exclusive rights to its most lucrative materials. Previously, these rights guaranteed a steady income because the industry controlled supply and, in many cases, manufactured demand. But now culture has moved from being physical artefacts that can be sold or performances that can be experienced to being collections of 1s and 0s that can be easily copied and exchanged. People are revelling in the opportunity to acquire and experience music, movies, TV, books, photos, essays and other materials that they would otherwise have missed out on; and they picking up the creative ball and running with it, making their own version, remixes, mash-ups and derivative works. More importantly than that, people are producing and sharing their own cultural resources, publishing their own original photos, movies, music, writing. You name it, somewhere someone is making it, just for the love of it. Whilst the creative industries are using copyright law in every way they can to prosecute, shut down, and scare people away from even legitimate uses of cultural materials, the law itself is becoming increasingly inadequate. It can no longer deal with society’s demands and expectations, nor can it cope with modern forms of collaboration facilitated by technologies that the law makers could never have anticipated. Understanding Copyright Copyright is a complex area of law and even a seemingly simple task like determining whether a work is in or out of copyright can be a difficult calculation, as illustrated by flowcharts from Tim Padfield of the National Archives examining the British system, and Bromberg & Sunstein LLP which covers American works. Despite the complexity, understanding copyright is essential in our burgeoning knowledge economies. It is becoming increasingly clear that sharing knowledge, skills and expertise is of great importance not just within companies but also within communities and for individuals. There are many tools available today that allow people to work, synchronously or asynchronously, on creative endeavours via the Web, including: ccMixter, a community music site that helps people find material to remix; YouTube, which hosts movies; and JumpCut:, which allows people to share and remix their movies. These tools are being developed because of the increasing number of cultural movements toward the appropriation and reuse of culture that are encouraging people to get involved. These movements vary in their constituencies and foci, and include the student movement FreeCulture.org, the Free Software Foundation, the UK-based Remix Commons. Even big business has acknowledged the importance of cultural exchange and development, with Apple using the tagline ‘Rip. Mix. Burn.’ for its controversial 2001 advertising campaign. But creators—the writers, musicians, film-makers and remixers—frequently lose themselves in the maze of copyright legislation, a maze complicated by the international aspect of modern collaboration. Understanding of copyright law is at such a low ebb because current legislation is too complex and, in parts, out of step with modern technology and expectations. Creators have neither the time nor the motivation to learn more—they tend to ignore potential issues and continue labouring under any misapprehensions they have acquired along the way. The authors believe that there is an urgent need for review, modernisation and simplification of intellectual property laws. Indeed, in the UK, intellectual property is currently being examined by a Treasury-level review lead by Andrew Gowers. The Gowers Review is, at the time of writing, accepting submissions from interested parties and is due to report in the Autumn of 2006. Internationally, however, the situation is likely to remain difficult, so creators must grasp the nettle, educate themselves about copyright, and ensure that they understand the legal ramifications of collaboration, publication and reuse. What Is Collaboration? Wikipedia, a free online encyclopaedia created and maintained by unpaid volunteers, defines collaboration as “all processes wherein people work together—applying both to the work of individuals as well as larger collectives and societies” (Wikipedia, “Collaboration”). These varied practices are some of our most common and basic tendencies and apply in almost every sphere of human behaviour; working together with others might be described as an instinctive, pragmatic or social urge. We know we are collaborating when we work in teams with colleagues or brainstorm an idea with a friend, but there are many less familiar examples of collaboration, such as taking part in a Mexican wave or standing in a queue. In creative works, the law expects collaborators to obtain permission to reuse work created by others before they embark upon that reuse. Yet this distinction between ‘my’ work and ‘your’ work is entirely a legal and social construct, as opposed to an absolute fact of human nature, and new technologies are blurring the boundaries between what is ‘mine’ and what is ‘yours’ whilst new cultural movements posit a third position, ‘ours’. Yochai Benkler coined the term ‘commons-based peer production’ (Benkler, Coase’s Penguin; The Wealth of Nations) to describe collaborative efforts, such as free and open-source software or projects such as Wikipedia itself, which are based on sharing information. Benkler posits this particular example of collaboration as an alternative model for economic development, in contrast to the ‘firm’ and the ‘market’. Benkler’s notion sits uncomfortably with the individualistic precepts of originality which dominate IP policy, but with examples of commons-based peer production on the increase, it cannot be ignored when considering how new technologies and ways of working interact with existing and future copyright legislation. The Development of Collaboration When we think of collaboration we frequently imagine academics working together on a research paper, or musicians jamming together to write a new song. In academia, researchers working on a project are expected to write papers for publication in journals on a regular basis. The motto ‘publish or die’ is well known to anyone who has worked in academic circle—publishing papers is the lifeblood of the academic career, forming the basis of a researcher’s status within the academic community and providing data and theses for other researchers to test and build upon. In these circumstances, copyright is often assigned by the authors to a journal and, because there is no direct commercial outcome for the authors, conflicts regarding copyright tend to be restricted to issues such as reuse and reproduction. Within the creative industries, however, the focus of the collaboration is to derive commercial benefit from the work, so copyright issues, such as division of fees and royalties, plagiarism, and rights for reuse are much more profitable and hence they are more vigorously pursued. All of these issues are commonly discussed, documented and well understood. Less well understood is the interaction between copyright and the types of collaboration that the Internet has facilitated over the last decade. Copyright and Wikis Ten years ago, Ward Cunningham invented the ‘wiki’—a Web page which could be edited in situ by anyone with a browser. A wiki allows multiple users to read and edit the same page and, in many cases, those users are either anonymous or identified only by a nickname. The most famous example of a wiki is Wikipedia, which was started by Jimmy Wales in 2001 and now has over a million articles and over 1.2 million registered users (Wikipedia, “Wikipedia Statistics”). The culture of online wiki collaboration is a gestalt—the whole is greater than the sum of the parts and the collaborators see the overall success of the project as more important than their contribution to it. The majority of wiki software records every single edit to every page, creating a perfect audit trail of who changed which page and when. Because copyright is granted for the expression of an idea, in theory, this comprehensive edit history would allow users to assert copyright over their contributions, but in practice it is not possible to delineate clearly between different people’s contributions and, even if it was possible, it would simply create a thicket of rights which could never be untangled. In most cases, wiki users do not wish to assert copyright and are not interested in financial gain, but when wikis are set up to provide a source of information for reuse, copyright licensing becomes an issue. In the UK, it is not possible to dedicate a piece of work to the public domain, nor can you waive your copyright in a work. When a copyright holder wishes to licence their work, they can only assign that licence to another person or a legal entity such as a company. This is because in the UK, the public domain is formed of the ‘leftovers’ of intellectual property—works for which copyright has expired or those aspects of creative works which do not qualify for protection. It cannot be formally added to, although it certainly can be reduced by, for example, extension of copyright term which removes work from the public domain by re-copyrighting previously unprotected material. So the question becomes, to whom does the content of a wiki belong? At this point traditional copyright doctrines are of little use. The concept of individuals owning their original contribution falls down when contributions become so entangled that it’s impossible to split one person’s work from another. In a corporate context, individuals have often signed an employment contract in which they assign copyright in all their work to their employer, so all material created individually or through collaboration is owned by the company. But in the public sphere, there is no employer, there is no single entity to own the copyright (the group of contributors not being in itself a legal entity), and therefore no single entity to give permission to those who wish to reuse the content. One possible answer would be if all contributors assigned their copyright to an individual, such as the owner of the wiki, who could then grant permission for reuse. But online communities are fluid, with people joining and leaving as the mood takes them, and concepts of ownership are not as straightforward as in the offline world. Instead, authors who wished to achieve the equivalent of assigning rights to the public domain would have to publish a free licence to ‘the world’ granting permission to do any act otherwise restricted by copyright in the work. Drafting such a licence so that it is legally binding is, however, beyond the skills of most and could be done effectively only by an expert in copyright. The majority of creative people, however, do not have the budget to hire a copyright lawyer, and pro bono resources are few and far between. Copyright and Blogs Blogs are a clearer-cut case. Blog posts are usually written by one person, even if the blog that they are contributing to has multiple authors. Copyright therefore resides clearly with the author. Even if the blog has a copyright notice at the bottom—© A.N. Other Entity—unless there has been an explicit or implied agreement to transfer rights from the writer to the blog owner, copyright resides with the originator. Simply putting a copyright notice on a blog does not constitute such an agreement. Equally, copyright in blog comments resides with the commenter, not the site owner. This reflects the state of copyright with personal letters—the copyright in a letter resides with the letter writer, not the recipient, and owning letters does not constitute a right to publish them. Obviously, by clicking the ‘submit’ button, commenters have decided themselves to publish, but it should be remembered that that action does not transfer copyright to the blog owner without specific agreement from the commenter. Copyright and Musical Collaboration Musical collaboration is generally accepted by legal systems, at least in terms of recording (duets, groups and orchestras) and writing (partnerships). The practice of sampling—taking a snippet of a recording for use in a new work—has, however, changed the nature of collaboration, shaking up the recording industry and causing a legal furore. Musicians have been borrowing directly from each other since time immemorial and the student of classical music can point to many examples of composers ‘quoting’ each other’s melodies in their own work. Folk musicians too have been borrowing words and music from each other for centuries. But sampling in its modern form goes back to the musique concrète movement of the 1940s, when musicians used portions of other recordings in their own new compositions. The practice developed through the 50s and 60s, with The Beatles’ “Revolution 9” (from The White Album) drawing heavily from samples of orchestral and other recordings along with speech incorporated live from a radio playing in the studio at the time. Contemporary examples of sampling are too common to pick highlights, but Paul D. Miller, a.k.a. DJ Spooky ‘that Subliminal Kid’, has written an analysis of what he calls ‘Rhythm Science’ which examines the phenomenon. To begin with, sampling was ignored as it was rare and commercially insignificant. But once rap artists started to make significant amounts of money using samples, legal action was taken by originators claiming copyright infringement. Notable cases of illegal sampling were “Pump Up the Volume” by M/A/R/R/S in 1987 and Vanilla Ice’s use of Queen/David Bowie’s “Under Pressure” in the early 90s. Where once artists would use a sample and sort out the legal mess afterwards, such high-profile litigation has forced artists to secure permission for (or ‘clear’) their samples before use, and record companies will now refuse to release any song with uncleared samples. As software and technology progress further, so sampling progresses along with it. Indeed, sampling has now spawned mash-ups, where two or more songs are combined to create a musical hybrid. Instead of using just a portion of a song in a new composition which may be predominantly original, mash-ups often use no original material and rely instead upon mixing together tracks creatively, often juxtaposing musical styles or lyrics in a humorous manner. One of the most illuminating examples of a mash-up is DJ Food Raiding the 20th Century which itself gives a history of sampling and mash-ups using samples from over 160 sources, including other mash-ups. Mash-ups are almost always illegal, and this illegality drives mash-up artists underground. Yet, despite the fact that good mash-ups can spread like wildfire on the Internet, bringing new interest to old and jaded tracks and, potentially, new income to artists whose work had been forgotten, this form of musical expression is aggressively demonised upon by the industry. Given the opportunity, the industry will instead prosecute for infringement. But clearing rights is a complex and expensive procedure well beyond the reach of the average mash-up artist. First, you must identify the owner of the sound recording, a task easier said than done. The name of the rights holder may not be included in the original recording’s packaging, and as rights regularly change hands when an artist’s contract expires or when a record label is sold, any indication as to the rights holder’s identity may be out of date. Online musical databases such as AllMusic can be of some use, but in the case of older or obscure recordings, it may not be possible to locate the rights holder at all. Works where there is no identifiable rights holder are called ‘orphaned works’, and the longer the term of copyright, the more works are orphaned. Once you know who the rights holder is, you can negotiate terms for your proposed usage. Standard fees are extremely high, especially in the US, and typically discourage use. This convoluted legal culture is an anachronism in desperate need of reform: sampling has produced some of the most culturally interesting and financially valuable recordings of the past thirty years, so should be supported rather than marginalised. Unless the legal culture develops an acceptance for these practices, the associated financial and cultural benefits for society will not be realised. The irony is that there is already a successful model for simplifying licensing. If a musician wishes to record a cover version of a song, then royalty terms are set by law and there is no need to seek permission. In this case, the lawmakers have recognised the social and cultural benefit of cover versions and created a workable solution to the permissions problem. There is no logical reason why a similar system could not be put in place for sampling. Alternatives to Traditional Copyright Copyright, in its default structure, is a disabling force. It says that you may not do anything with my work without my permission and forces creators wishing to make a derivative work to contact me in order to obtain that permission in writing. This ‘permissions society’ has become the norm, but it is clear that it is not beneficial to society to hide away so much of our culture behind copyright, far beyond the reach of the individual creator. Fortunately there are fast-growing alternatives which simplify whilst encouraging creativity. Creative Commons is a global movement started by academic lawyers in the US who thought to write a set of more flexible copyright licences for creative works. These licenses enable creators to precisely tailor restrictions imposed on subsequent users of their work, prompting the tag-line ‘some rights reserved’ Creators decide if they will allow redistribution, commercial or non-commercial re-use, or require attribution, and can combine these permissions in whichever way they see fit. They may also choose to authorise others to sample their works. Built upon the foundation of copyright law, Creative Commons licences now apply to some 53 million works world-wide (Doctorow), and operate in over 60 jurisdictions. Their success is testament to the fact that collaboration and sharing is a fundamental part of human nature, and treating cultural output as property to be locked away goes against the grain for many people. Creative Commons are now also helping scientists to share not just the results of their research, but also data and samples so that others can easily replicate experiments and verify or refute results. They have thus created Science Commons in an attempt to free up data and resources from unnecessary private control. Scientists have been sharing their work via personal Web pages and other Websites for many years, and additional tools which allow them to benefit from network effects are to be welcomed. Another example of functioning alternative practices is the Remix Commons, a grassroots network spreading across the UK that facilitates artistic collaboration. Their Website is a forum for exchange of cultural materials, providing a space for creators to both locate and present work for possible remixing. Any artistic practice which can reasonably be rendered online is welcomed in their broad church. The network’s rapid expansion is in part attributable to its developers’ understanding of the need for tangible, practicable examples of a social movement, as embodied by their ‘free culture’ workshops. Collaboration, Copyright and the Future There has never been a better time to collaborate. The Internet is providing us with ways to work together that were unimaginable even just a decade ago, and high broadband penetration means that exchanging large amounts of data is not only feasible, but also getting easier and easier. It is possible now to work with other artists, writers and scientists around the world without ever physically meeting. The idea that the Internet may one day contain the sum of human knowledge is to underestimate its potential. The Internet is not just a repository, it is a mechanism for new discoveries, for expanding our knowledge, and for making links between people that would previously have been impossible. Copyright law has, in general, failed to keep up with the amazing progress shown by technology and human ingenuity. It is time that the lawmakers learnt how to collaborate with the collaborators in order to bring copyright up to date. References Apple. “Rip. Mix. Burn.” Advertisement. 28 April 2006 http://www.theapplecollection.com/Collection/AppleMovies/mov/concert_144a.html>. Benkler, Yochai. Coase’s Penguin. Yale Law School, 1 Dec. 2002. 14 April 2006 http://www.benkler.org/CoasesPenguin.html>. ———. The Wealth of Nations. New Haven: Yape UP, 2006. Bromberg & Sunstein LLP. Flowchart for Determining when US Copyrights in Fixed Works Expire. 14 Apr. 2006 http://www.bromsun.com/practices/copyright-portfolio-development/flowchart.htm>. DJ Food. Raiding the 20th Century. 14 April 2006 http://www.ubu.com/sound/dj_food.html>. Doctorow, Cory. “Yahoo Finds 53 Million Creative Commons Licensed Works Online.” BoingBoing 5 Oct. 2005. 14 April 2006 http://www.boingboing.net/2005/10/05/yahoo_finds_53_milli.html>. Miller, Paul D. Rhythm Science. Cambridge, Mass.: MIT Press, 2004. Padfield, Tim. “Duration of Copyright.” The National Archives. 14 Apr. 2006 http://www.kingston.ac.uk/library/copyright/documents/DurationofCopyright FlowchartbyTimPadfieldofTheNationalArchives_002.pdf>. Wikipedia. “Collaboration.” 14 April 2006 http://en.wikipedia.org/wiki/Collaboration>. ———. “Wikipedia Statistics.” 14 April 2006 http://en.wikipedia.org/wiki/Special:Statistics>. Citation reference for this article MLA Style Charman, Suw, and Michael Holloway. "Copyright in a Collaborative Age." M/C Journal 9.2 (2006). echo date('d M. Y'); ?> <http://journal.media-culture.org.au/0605/02-charmanholloway.php>. APA Style Charman, S., and M. Holloway. (May 2006) "Copyright in a Collaborative Age," M/C Journal, 9(2). Retrieved echo date('d M. Y'); ?> from <http://journal.media-culture.org.au/0605/02-charmanholloway.php>.

1. Make a list of things to do2. Copy list of things left undone from previous list3. Add items to list of new things needing to be done4. Add some of the things already done from previous list and immediately cross off so as to put off the feeling of an interminable list of never accomplishable tasks5. Finish writing list and sit back feeling an overwhelming sense of listlessnessIt started so well. Get up: make list: get on. But lists can breed listlessness. It can’t always be helped. The word “list” referring to a sequence of items comes from the Italian and French words for “strip”—as in a strip of material. The word “list” that you find in the compound “listlessness” comes from the old English word for pleasing (to list is to please and to desire). To be listless is to be without desire, without the desire to please. The etymologies of list and listless don’t correspond but they might seem to conspire in other ways. Oh, and by the way, ships can list when their balance is off.I list, like a ship, itemising my obligations to job, to work, to colleagues, to parenting, to family: write a reference for such and such; buy birthday present for eighty-year-old dad; finish article about lists – and so on. I forget to add to the list my necessary requirements for achieving any of this: keep breathing; eat and drink regularly; visit toilet when required. Lists make visible. Lists hide. I forget to add to my list all my worries that underscore my sense that these lists (or any list) might require an optimism that is always something of a leap of faith: I hope that electricity continues to exist; I hope my computer will still work; I hope that my sore toe isn’t the first sign of bodily paralysis; I hope that this heart will still keep beating.I was brought up on lists: the hit parade (the top one hundred “hit” singles); football leagues (not that I ever really got the hang of them); lists of kings and queens; lists of dates; lists of states; lists of elements (the periodic table). There are lists and there are lists. Some lists are really rankings. These are clearly the important lists. Where do you stand on the list? How near the bottom are you? Where is your university in the list of top universities? Have you gone down or up? To list, then, for some at least is to rank, to prioritise, to value. Is it this that produces listlessness? The sense that while you might want to rank your ten favourite films in a list, listing is something that is constantly happening to you, happening around you; you are always in amongst lists, never on top of them. To hang around the middle of lists might be all that you can hope for: no possibility of sudden lurching from the top spot; no urgent worries that you might be heading for demotion too quickly.But ranking is only one aspect of listing. Sometimes listing has a more flattening effect. I once worked as a cash-in-hand auditor (in this case a posh name for someone who counts things). A group of us (many of whom were seriously stoned) were bussed to factories and warehouses where we had to count the stock. We had to make lists of items and simply count what there was: for large items this was relatively easy, but for the myriad of miniscule parts this seemed a task for Sisyphus. In a power-tool factory in some unprepossessing town on the outskirts of London (was it Slough or Croydon or somewhere else?) we had to count bolts, nuts, washers, flex, rivets, and so on. Of course after a while we just made it up—guesstimates—as they say. A box of thousands of 6mm metal washers is a homogenous set in a list of heterogeneous parts that itself starts looking homogenous as it takes its part in the list. Listing dedifferentiates in the act of differentiating.The task of making lists, of filling-in lists, of having a list of tasks to complete encourages listlessness because to list lists towards exhaustiveness and exhaustion. Archives are lists and lists are often archives and archived. Those that work on lists and on archives constantly battle the fatigue of too many lists, of too much exhaustiveness. But could exhaustion be embraced as a necessary mood with which to deal with lists and archives? Might listlessness be something of a methodological orientation that has its own productivity in the face of so many lists?At my university there resides an archive that can appear to be a list of lists. It is the Mass-Observation archive, begun at the end of 1936 and, with a sizeable hiatus in the 1960s and 1970s, is still going today. (For a full account of Mass-Observation, see Highmore, Everyday Life chapter 6, and Hubble; for examples of Mass-Observation material, see Calder and Sheridan, and Highmore, Ordinary chapter 4; for analysis of Mass-Observation from the point of view of the observer, see Sheridan, Street, and Bloome. The flavour of the project as it emerges in the late 1930s is best conveyed by consulting Mass-Observation, Mass-Observation, First Year’s Work, and Britain.) It was begun by three men: the filmmaker Humphrey Jennings, the poet and sociologist Charles Madge, and the ornithologist and anthropologist-of-the-near Tom Harrisson. Both Jennings and Madge were heavily involved in promoting a form of social surrealism that might see buried forces in the coincidences of daily life as well as in the machinations and contingency of large political and social events (the abdication crisis, the burning of the Crystal Palace—both in late 1936). Harrisson brought a form of amateur anthropology with him that would scour football crowds, pub clientele, and cinema queues for ritualistic and symbolic forms. Mass-Observation quickly recruited a large group of voluntary observers (about a thousand) who would be “the meteorological stations from whose reports a weather-map of popular feeling can be compiled” (Mass-Observation, Mass-Observation 30). Mass-Observation combined the social survey with a relentless interest in the irrational and in what the world felt like to those who lived in it. As a consequence the file reports often seem banal and bizarre in equal measure (accounts of nightmares, housework routines, betting activities). When Mass-Observation restarted in the 1980s the surrealistic impetus became less pronounced, but it was still there, implicit in the methodology. Today, both as an on-going project and as an archive of previous observational reports, Mass-Observation lives in archival boxes. You can find a list of what topics are addressed in each box; you can also find lists of the contributors, the voluntary Mass-Observers whose observations are recorded in the boxes. What better way to give you a flavour of these boxes than to offer you a sample of their listing activities. Here are observers, observing in 1983 the objects that reside on their mantelpieces. Here’s one:champagne cork, rubber band, drawing pin, two hearing aid batteries, appointment card for chiropodist, piece of dog biscuit.Does this conjure up a world? Do we have a set of clues, of material evidence, a small cosmology of relics, a reduced Wunderkammer, out of which we can construct not the exotic but something else, something more ordinary? Do you smell camphor and imagine antimacassars? Do you hear conversations with lots of mishearing? Are the hearing aid batteries shared? Is this a single person living with a dog, or do we imagine an assembly of chiropodist-goers, dog-owners, hearing aid-users, rubber band-pingers, champagne-drinkers?But don’t get caught imagining a life out of these fragments. Don’t get stuck on this list: there are hundreds to get through. After all, what sort of an archive would it be if it included a single list? We need more lists.Here’s another mantelpiece: three penknives, a tube of cement [which I assume is the sort of rubber cement that you get in bicycle puncture repair kits], a pocket microscope, a clinical thermometer.Who is this? A hypochondriacal explorer? Or a grown-up boy-scout, botanising on the asphalt? Why so many penknives? But on, on... And another:1 letter awaiting postage stamp1 diet book1 pair of spare spectacles1 recipe for daughter’s home economics1 notepad1 pen1 bottle of indigestion tablets1 envelope containing 13 pence which is owed a friend1 pair of stick-on heels for home shoe repairing session3 letters in day’s post1 envelope containing money for week’s milk bill1 recipe cut from magazine2 out of date letters from schoolWhat is the connection between the daughter’s home economics recipe and the indigestion tablets? Is the homework gastronomy not quite going to plan? Or is the diet book causing side-effects? And what sort of financial stickler remembers that they owe 13p; even in 1983 this was hardly much money? Or is it the friend who is the stickler? Perhaps this is just prying...?But you need more. Here’s yet another:an ashtray, a pipe, pipe tamper and tobacco pouch, one decorated stone and one plain stone, a painted clay model of an alien, an enamelled metal egg from Hong Kong, a copper bracelet, a polished shell, a snowstorm of Father Christmas in his sleigh...Ah, a pipe smoker, this much is clear. But apart from this the display sounds ritualistic – one stone decorated the other not. What sort of religion is this? What sort of magic? An alien and Santa. An egg, a shell, a bracelet. A riddle.And another:Two 12 gauge shotgun cartridges live 0 spread Rubber plantBrass carriage clockInternational press clock1950s cigarette dispenser Model of Panzer MKIV tankWWI shell fuseWWI shell case ash tray containing an acorn, twelve .22 rounds of ammunition, a .455 Eley round and a drawing pinPhoto of Eric Liddell (Chariots of Fire)Souvenir of Algerian ash tray containing marbles and beach stonesThree 1930s plastic duck clothes brushesLetter holder containing postcards and invitations. Holder in shape of a cow1970s Whizzwheels toy carWooden box of jeweller’s rottenstone (Victorian)Incense holderWorld war one German fuse (used)Jim Beam bottle with candle thereinSol beer bottle with candle therein I’m getting worried now. Who are these people who write for Mass-Observation? Why so much military paraphernalia? Why such detail as to the calibrations? Should I concern myself that small militias are holding out behind the net curtains and aspidistra plants of suburban England?And another:1930s AA BadgeAvocado PlantWooden cat from MexicoKahlua bottle with candle there in1950s matchbook with “merry widow” cocktail printed thereonTwo Britain’s model cannonOne brass “Carronade” from the Carron Iron Works factory shopPhotography pass from Parkhead 12/11/88Grouse foot kilt pinBrass incense holderPheasant featherNovitake cupBlack ash tray with beach pebbles there inFull packet of Mary Long cigarettes from HollandPewter cocktail shaker made in ShanghaiI’m feeling distance. Who says “there in” and “there on?” What is a Novitake cup? Perhaps I wrote it down incorrectly? An avocado plant stirs memories of trying to grow one from an avocado stone skewered in a cup with one “point” dunked in a bit of water. Did it ever grow, or just rot? I’m getting distracted now, drifting off, feeling sleepy...Some more then – let’s feed the listlessness of the list:Wood sculpture (Tenerife)A Rubber bandBirdJunior aspirinToy dinosaur Small photo of daughterSmall paint brushAh yes the banal bizarreness of ordinary life: dinosaurs and aspirins, paint brushes and rubber bands.But then a list comes along and pierces you:Six inch piece of grey eyeliner1 pair of nail clippers1 large box of matches1 Rubber band2 large hair gripsHalf a piece of cough candy1 screwed up tissue1 small bottle with tranquillizers in1 dead (but still in good condition) butterfly (which I intended to draw but placed it now to rest in the garden) it was already dead when I found it.The dead butterfly, the tranquillizers, the insistence that the mantelpiece user didn’t actually kill the butterfly, the half piece of cough candy, the screwed up tissue. In amongst the rubber bands and matches, signs of something desperate. Or maybe not: a holding on (the truly desperate haven’t found their way to the giant tranquillizer cupboard), a keeping a lid on it, a desire (to draw, to place a dead butterfly at rest in the garden)...And here is the methodology emerging: the lists works on the reader, listing them, and making them listless. After a while the lists (and there are hundreds of these lists of mantle-shelf items) begin to merge. One giant mantle shelf filled with small stacks of foreign coins, rubber bands and dead insects. They invite you to be both magical ethnographer and deadpan sociologist at one and the same time (for example, see Hurdley). The “Martian” ethnographer imagines the mantelpiece as a shrine where this culture worships the lone rubber band and itinerant button. Clearly a place of reliquary—on this planet the residents set up altars where they place their sacred objects: clocks and clippers; ammunition and amulets; coins and pills; candles and cosmetics. Or else something more sober, more sombre: late twentieth century petite-bourgeois taste required the mantelpiece to hold the signs of aspirant propriety in the form of emblems of tradition (forget the coins and the dead insects and weaponry: focus on the carriage clocks). And yet, either way, it is the final shelf that gets me every time. But it only got me, I think, because the archive had worked its magic: ransacked my will, my need to please, my desire. It had, for a while at least, made me listless, and listless enough to be touched by something that was really a minor catalogue of remainders. This sense of listlessness is the way that the archive productively defeats the “desire for the archive.” It is hard to visit an archive without an expectation, without an “image repertoire,” already in mind. This could be thought of as the apperception-schema of archival searching: the desire to see patterns already imagined; the desire to find the evidence for the thought whose shape has already formed. Such apperception is hard to avoid (probably impossible), but the boredom of the archive, its ceaselessness, has a way of undoing it, of emptying it. It corresponds to two aesthetic positions and propositions. One is well-known: it is Barthes’s distinction between “studium” and “punctum.” For Barthes, studium refers to a sort of social interest that is always, to some degree, satisfied by a document (his concern, of course, is with photographs). The punctum, on the other hand, spills out from the photograph as a sort of metonymical excess, quite distinct from social interest (but for all that, not asocial). While Barthes is clearly offering a phenomenology of viewing photographs, he isn’t overly interested (here at any rate) with the sort of perceptional-state the viewer might need to be in to be pierced by the puntum of an image. My sense, though, is that boredom, listlessness, tiredness, a sort of aching indifference, a mood of inattentiveness, a sense of satiated interest (but not the sort of disinterest of Kantian aesthetics), could all be beneficial to a punctum-like experience. The second aesthetic position is not so well-known. The Austrian dye-technician, lawyer and art-educationalist Anton Ehrenzweig wrote, during the 1950s and 1960s, about a form of inattentive-attention, and a form of afocal-rendering (eye-repelling rather than eye-catching), that encouraged eye-wandering, scanning, and the “‘full’ emptiness of attention” (Ehrenzweig, The Hidden Order 39). His was an aesthetics attuned to the kind of art produced by Paul Klee, but it was also an aesthetic propensity useful for making wallpaper and for productively connecting to unconscious processes. Like Barthes, Ehrenzweig doesn’t pursue the sort of affective state of being that might enhance such inattentive-attention, but it is not hard to imagine that the sort of library-tiredness of the archive would be a fitting preparation for “full emptiness.” Ehrenzweig and Barthes can be useful for exploring this archival mood, this orientation and attunement, which is also a disorientation and mis-attunement. Trawling through lists encourages scanning: your sensibilities are prepared; your attention is being trained. After a while, though, the lists blur, concentration starts to loosen its grip. The lists are not innocent recipients here. Shrapnel shards pull at you. You start to notice the patterns but also the spaces in-between that don’t seem to fit sociological categorisations. The strangeness of the patterns hypnotises you and while the effect can generate a sense of sociological-anthropological homogeneity-with-difference, sometimes the singularity of an item leaps out catching you unawares. An archive is an orchestration of order and disorder: however contained and constrained it appears it is always spilling out beyond its organisational structures (amongst the many accounts of archives in terms of their orderings, see Sekula, and Stoler, Race and Along). Like “Probate Inventories,” the mantelpiece archive presents material objects that connect us (however indirectly) to embodied practices and living spaces (Evans). The Mass-Observation archive, especially in its mantelpiece collection, is an accretion of temporalities and spaces. More crucially, it is an accumulation of temporalities materialised in a mass of spaces. A thousand mantelpieces in a thousand rooms scattered across the United Kingdom. Each shelf is syncopated to the rhythms of diverse durations, while being synchronised to the perpetual now of the shelf: a carriage clock, for instance, inherited from a deceased parent, its brass detailing relating to a different age, its mechanism perpetually telling you that the time of this space is now. The archive carries you away to a thousand living rooms filled with the momentary (dead insects) and the eternal (pebbles) and everything in-between. Its centrifugal force propels you out to a vast accrual of things: ashtrays, rubber bands, military paraphernalia, toy dinosaurs; a thousand living museums of the incidental and the memorial. This vertiginous archive threatens to undo you; each shelf a montage of times held materially together in space. It is too much. It pushes me towards the mantelshelves I know, the ones I’ve had a hand in. Each one an archive in itself: my grandfather’s green glass paperweight holding a fragile silver foil flower in its eternal grasp; the potions and lotions that feed my hypochondria; used train tickets. Each item pushes outwards to other times, other spaces, other people, other things. It is hard to focus, hard to cling onto anything. Was it the dead butterfly, or the tranquillizers, or both, that finally nailed me? Or was it the half a cough-candy? I know what she means by leaving the remnants of this sweet. You remember the taste, you think you loved them as a child, they have such a distinctive candy twist and colour, but actually their taste is harsh, challenging, bitter. There is nothing as ephemeral and as “useless” as a sweet; and yet few things are similarly evocative of times past, of times lost. Yes, I think I’d leave half a cough-candy on a shelf, gathering dust.[All these lists of mantelpiece items are taken from the Mass-Observation archive at the University of Sussex. Mass-Observation is a registered charity. For more information about Mass-Observation go to http://www.massobs.org.uk/]ReferencesBarthes, Roland. Camera Lucida. Translated by Richard Howard. London: Fontana, 1984.Calder, Angus, and Dorothy Sheridan, eds. Speak for Yourself: A Mass-Observation Anthology 1937–1949. Oxford: Oxford UP, 1985.Ehrenzweig, Anton. The Psychoanalysis of Artistic Vision and Hearing: An Introduction to a Theory of Unconscious Perception. Third edition. London: Sheldon Press, 1965. [Originally published in 1953.]---. The Hidden Order of Art. London: Paladin, 1970.Evans, Adrian. “Enlivening the Archive: Glimpsing Embodied Consumption Practices in Probate Inventories of Household Possessions.” Historical Geography 36 (2008): 40-72.Highmore, Ben. Everyday Life and Cultural Theory. London: Routledge, 2002.---. Ordinary Lives: Studies in the Everyday. Abingdon: Routledge, 2011.Hubble, Nick. Mass-Observation and Everyday Life: Culture, History, Theory, Houndmills and New York: Palgrave, 2006.Hurdley, Rachel. “Dismantling Mantelpieces: Narrating Identities and Materializing Culture in the Home.” Sociology 40, 4 (2006): 717-733Mass-Observation. Mass-Observation. London: Fredrick Muller, 1937.---. First Year’s Work 1937-38. London: Lindsay Drummond, 1938.---. Britain. Harmondsworth: Penguin, 1939.Sekula, Allan. “The Body and the Archive.” October 39 (1986): 3-64.Sheridan, Dorothy, Brian Street, and David Bloome. Writing Ourselves: Mass-Observation and Literary Practices. Cresskill, New Jersey: Hampton Press, 2000.Stoler, Ann Laura. Race and the Education of Desire: Foucault’s History of Sexuality and the Colonial Order of Things. Durham and London: Duke UP, 1995. Stoler, Ann Laura. Along the Archival Grain: Epistemic Anxieties and Colonial Common Sense. Princeton: Princeton UP, 2009.

Literature—at least serious literature—is something that we work at. This is especially true within the academy. Literature departments are places where workers labour over texts carefully extracting and sharing meanings, for which they receive monetary reward. Specialised languages are developed to describe professional concerns. Over the last thirty years, the productions of mass culture, once regarded as too slight to warrant laborious explication, have been admitted to the academic workroom. Gothic studies—the specialist area that treats fearful and horrifying texts —has embraced the growing acceptability of devoting academic effort to texts that would once have fallen outside of the remit of “serious” study. In the seventies, when Gothic studies was just beginning to establish itself, there was a perception that the Gothic was “merely a literature of surfaces and sensations”, and that any Gothic of substantial literary worth had transcended the genre (Thompson 1). Early specialists in the field noted this prejudice; David Punter wrote of the genre’s “difficulty in establishing respectable credentials” (403), while Eve Kosofsky Sedgwick hoped her work would “make it easier for the reader of ‘respectable’ nineteenth-century novels to write ‘Gothic’ in the margin” (4). Gothic studies has gathered a modicum of this longed-for respectability for the texts it treats by deploying the methodologies used within literature departments. This has yielded readings that are largely congruous with readings of other sorts of literature; the Gothic text tells us things about ourselves and the world we inhabit, about power, culture and history. Yet the Gothic remains a production of popular culture as much as it is of the valorised literary field. I do not wish to argue for a reintroduction of the great divide described by Andreas Huyssen, but instead to suggest that we have missed something important about the ways in which popular Gothics—and perhaps other sorts of popular text—function. What if the popular Gothic were not a type of work, but a kind of play? How might this change the way we read these texts? Johan Huizinga noted that “play is not ‘ordinary’ or ‘real’ life. It is rather a stepping out of ‘real’ life into a temporary sphere of activity with a disposition all of its own. Every child knows perfectly well he is ‘only pretending’, or that it was ‘only for fun’” (8). If the Gothic sometimes offers playful texts, then those texts might direct readers not primarily towards the real, but away from it, at least for a limited time. This might help to account for the wicked spectacle offered by Dennis Wheatley’s The Devil Rides Out, and in particular, its presentation of the black mass. The black mass is the parody of the Christian mass thought to be performed by witches and diabolists. Although it has doubtless been performed on rare occasions since the Middle Ages, the first black mass for which we have substantial documentary evidence was celebrated in Hampstead on Boxing Day 1918, by Montague Summers; it is a satisfying coincidence that Summers was one of the Gothic’s earliest scholars. We have record of Summer’s mass because it was watched by a non-participant, Anatole James, who was “bored to tears” as Summers recited tracts of Latin and practiced homosexual acts with a youth named Sullivan while James looked on (Medway 382-3). Summers claimed to be a Catholic priest, although there is some doubt as to the legitimacy of his ordination. The black mass ought to be officiated by a Catholic clergyman so the host may be transubstantiated before it is blasphemed. In doing so, the mass de-emphasises interpretive meaning and is an assault on the body of Christ rather than a mutilation of the symbol of Christ’s love and sacrifice. Thus, it is not conceived of primarily as a representational act but as actual violence. Nevertheless, Summers’ black mass seems like an elaborate form of sexual play more than spiritual warfare; by asking an acquaintance to observe the mass, Summers formulated the ritual as an erotic performance. The black mass was a favourite trope of the English Gothic of the nineteen-sixties and seventies. Dennis Wheatley’s The Devil Rides Out features an extended presentation of the mass; it was first published in 1934, but had achieved a kind of genre-specific canonicity by the nineteen-sixties, so that many Gothics produced and consumed in the sixties and seventies featured depictions of the black mass that drew from Wheatley’s original. Like Summers, Wheatley’s mass emphasised licentious sexual practice and, significantly, featured a voyeur or voyeurs watching the performance. Where James only wished Summers’ mass would end, Wheatley and his followers presented the mass as requiring interruption before it reaches a climax. This version of the mass recurs in most of Wheatley’s black magic novels, but it also appears in paperback romances, such as Susan Howatch’s 1973 The Devil on Lammas Night; it is reimagined in the literate and genuinely eerie short stories of Robert Aickman, which are just now thankfully coming back into print; it appears twice in Mervyn Peake’s Gormenghast books. Nor was the black mass confined to the written Gothic, appearing in films of the period too; The Kiss of the Vampire (1963), The Witches (1966), Satan’s Skin, aka Blood on Satan’s Claw (1970), The Wicker Man (1973), and The Satanic Rites of Dracula (1974) all feature celebrations of the Sabbat, as, of course do the filmed adaptations of Wheatley’s novels, The Devil Rides Out (1967) and To the Devil a Daughter (1975). More than just a key trope, the black mass was a procedure characteristic of the English Gothic of the sixties; narratives were structured so as to lead towards its performance. All of the texts mentioned above repeat narrative and trope, but more importantly, they loosely repeat experience, both for readers and the characters depicted. While Summers’ black mass apparently made for tiresome viewing, textual representations of the black mass typically embrace the pageant and sensuality of the Catholic mass it perverts, involving music, incense and spectacle. Often animalistic sex, bestiality, infanticide or human sacrifice are staged, and are intended to fascinate rather than bore. Although far from canonical in a literary sense, by 1969 Wheatley was an institution. He had sold 27 million books worldwide and around 70 percent of those had been within the British market. All of his 55 books were in print. A new Wheatley in hardcover would typically sell 30,000 copies, and paperback sales of his back catalogue stood at more than a million books a year. While Wheatley wrote thrillers in a range of different subgenres, at the end of the sixties it was his ‘black magic’ stories that were far and away the most popular. While moderately successful when first published, they developed their most substantial audience in the sixties. When The Satanist was published in paperback in 1966, it sold more than 100,000 copies in the first ten days. By 1973, five of these eight black magic titles had sold more than a million copies. The first of these was The Devil Rides Out which, although originally published in 1934, by 1973, helped by the Hammer film of 1967, had sold more than one and a half million copies, making it the most successful of the group (“Pooter”; Hedman and Alexandersson 20, 73). Wheatley’s black magic stories provide a good example of the way that texts persist and accumulate influence in a genre field, gaining genre-specific canonicity. Wheatley’s apparent influence on Gothic texts and films that followed, coupled with the sheer number of his books sold, indicate that he occupied a central position in the field, and that his approach to the genre became, for a time, a defining one. Wheatley’s black magic stories apparently developed a new readership in the sixties. The black mass perhaps became legible as a salacious, nightmarish version of some imaginary hippy gathering. While Wheatley’s Satanists are villainous, there is a vaguely progressive air about them; they listen to unconventional music, dance in the nude, participate in unconventional sexual practice, and glut themselves on various intoxicants. This, after all, was the age of Hair, Oh! Calcutta! and Oz magazine, “an era of personal liberation, in the view of some critics, one of moral anarchy” (Morgan 149). Without suggesting that the Satanists represent hippies there is a contextual relevancy available to later readers that would have been missing in the thirties. The sexual zeitgeist would have allowed later readers to pornographically and pleasurably imagine the liberated sexuality of the era without having to approve of it. Wheatley’s work has since become deeply, embarrassingly unfashionable. The books are racist, sexist, homophobic and committed to a basically fascistic vision of an imperial England, all of which will repel most casual readers. Nor do his works provide an especially good venue for academic criticism; all surface, they do not reward the labour of careful, deep reading. The Devil Rides Out narrates the story of a group of friends locked in a battle with the wicked Satanist Mocata, “a pot-bellied, bald headed person of about sixty, with large, protuberant, fishy eyes, limp hands, and a most unattractive lisp” (11), based, apparently, on the notorious occultist Aleister Crowley (Ellis 145-6). Mocata hopes to start a conflict on the scale of the Great War by performing the appropriate devilish rituals. Led by the aged yet spry Duke de Richleau and garrulous American Rex van Ryn, the friends combat Mocata in three substantial set pieces, including their attempt to disrupt the black mass as it is performed in a secluded field in Wiltshire. The Devil Rides Out is a ripping story. Wheatley’s narrative is urgent, and his simple prose suggests that the book is meant to be read quickly. Likewise, Wheatley’s protagonists do not experience in any real way the crises and collapses that so frequently trouble characters who struggle against the forces of darkness in Gothic narratives. Even when de Richlieu’s courage fails as he observes the Wiltshire Sabbat, this failure is temporary; Rex simply treats him as if he has been physically wounded, and the Duke soon rallies. The Devil Rides Out is remarkably free of trauma and its sequelæ. The morbid psychological states which often interest the twentieth century Gothic are excluded here in favour of the kind of emotional fortitude found in adventure stories. The effect is remarkable. Wheatley retains a cheerful tone even as he depicts the appalling, and potentially repellent representations become entertainments. Wheatley describes in remarkable detail the actions that his protagonists witness from their hidden vantage point. If the Gothic reader looks forward to gleeful blasphemy, then this is amply provided, in the sort of sardonic style that Lewis’ The Monk manages so well. A cross is half stomped into matchwood and inverted in the ground, the Christian host is profaned in a way too dreadful to be narrated, and the Duke informs us that the satanic priests are eating “a stillborn baby or perhaps some unfortunate child that they have stolen and murdered”. Rex is chilled by the sound of a human skull rattling around in their cauldron (117-20). The mass offers a special quality of experience, distinct from the everyday texture of life represented in the text. Ostensibly waiting for their chance to liberate their friend Simon from the action, the Duke and Rex are voyeurs, and readers participate in this voyeurism too. The narrative focus shifts from Rex and de Richlieu’s observation of the mass, to the wayward medium Tanith’s independent, bespelled arrival at the ritual site, before returning to the two men. This arrangement allows Wheatley to extend his description of the gathering, reiterating the same events from different characters’ perspectives. This would be unusual if the text were simply a thriller, and relied on the ongoing release of new information to maintain narrative interest. Instead, readers have the opportunity to “view” the salacious activity of the Satanists a second time. This repetition delays the climactic action of the scene, where the Duke and Rex rescue Simon by driving a car into the midst of the ritual. Moreover, the repetition suggests that the “thrill” on offer is not necessarily related to plot —it offers us nothing new —but instead to simply seeing the rite performed. Tanith, although conveyed to the mass by some dark power, is delayed and she too becomes a part of the mass’ audience. She saw the Satanists… tumbling upon each other in the disgusting nudity of their ritual dance. Old Madame D’Urfé, huge-buttocked and swollen, prancing by some satanic power with all the vigour of a young girl who had only just reached maturity; the Babu, dark-skinned, fleshy, hideous; the American woman, scraggy, lean-flanked and hag-like with empty, hanging breasts; the Eurasian, waving the severed stump of his arm in the air as he gavotted beside the unwieldy figure of the Irish bard, whose paunch stood out like the grotesque belly of a Chinese god. (132) The reader will remember that Madame D’Urfé is French, and that the cultists are dancing before the Goat of Mendes, who masquerades as Malagasy, earlier described by de Richlieu as “a ‘bad black’ if ever I saw one” (11). The human body is obsessively and grotesquely racialized; Wheatley is simultaneously at his most politically vile and aesthetically Goya-like. The physically grotesque meshes with the crudely sexual and racist. The Irishman is typed as a “bard” and somehow acquires a second racial classification, the Indian is horrible seemingly because of his race, and Madame D’Urfé is repulsive because her sexuality is framed as inappropriate to her age. The dancing crone is defined in terms of a younger, presumably sexually appealing, woman; even as she is denigrated, the reader is presented with a contrary image. As the sexuality of the Satanists is excoriated, titillation is offered. Readers may take whatever pleasure they like from the representations while simultaneously condemning them, or even affecting revulsion. A binary opposition is set up between de Richlieu’s company, who are cultured and moneyed, and the Satanists, who might masquerade as civilised, but reveal their savagery at the Sabbat. Their race becomes a further symptom of their lack of civilised qualities. The Duke complains to Rex that “there is little difference between this modern Satanism and Voodoo… We might almost be witnessing some heathen ceremony in an African jungle!” (115). The Satanists become “a trampling mass of bestial animal figures” dancing to music where, “Instead of melody, it was a harsh, discordant jumble of notes and broken chords which beat into the head with a horrible nerve-racking intensity and set the teeth continually on edge” (121). Music and melody are cultural constructions as much as they are mathematical ones. The breakdown of music suggests a breakdown of culture, more specifically, of Western cultural norms. The Satanists feast, with no “knives, forks, spoons or glasses”, but instead drink straight from bottles and eat using their hands (118). This is hardly transgression on the scale of devouring an infant, but emphasises that Satanism is understood to represent the antithesis of civilization, specifically, of a conservative Englishness. Bad table manners are always a sign of wickedness. This sort of reading is useful in that it describes the prejudices and politics of the text. It allows us to see the black mass as meaningful and places it within a wider discursive tradition making sense of a grotesque dance that combines a variety of almost arbitrary transgressive actions, staged in a Wiltshire field. This style of reading seems to confirm the approach to genre text that Fredric Jameson has espoused (117-9), which understands the text as reinforcing a hegemonic worldview within its readership. This is the kind of reading the academy often works to produce; it recognises the mass as standing for something more than the simple fact of its performance, and develops a coherent account of what the mass represents. The labour of reading discerns the work the text does out in the world. Yet despite the good sense and political necessity of this approach, my suggestion is that these observations are secondary to the primary function of the text because they cannot account for the reading experience offered by the Sabbat and the rest of the text. Regardless of text’s prejudices, The Devil Rides Out is not a book about race. It is a book about Satanists. As Jo Walton has observed, competent genre readers effortlessly grasp this kind of distinction, prioritising certain readings and elements of the text over others (33-5). Failing to account for the reading strategy presumed by author and audience risks overemphasising what is less significant in a text while missing more important elements. Crucially, a reading that emphasises the political implications of the Sabbat attributes meaning to the ritual; yet the ritual’s ability to hold meaning is not what is most important about it. By attributing meaning to the Sabbat, we miss the fact of the Sabbat itself; it has become a metaphor rather than a thing unto itself, a demonstration of racist politics rather than one of the central necessities of a black magic story. Seligman, Weller, Puett and Simon claim that ritual is usually read as having a social purpose or a cultural meaning, but that these readings presume that ritual is interested in presenting the world truthfully, as it is. Seligman and his co-authors take exception to this, arguing that ritual does not represent society or culture as they are and that ritual is “a subjunctive—the creation of an order as if it were truly the case” (20). Rather than simply reflecting history, society and culture, ritual responds to the disappointment of the real; the farmer performs a rite to “ensure” the bounty of the harvest not because the rite symbolises the true order of things, but as a consolation because sometimes the harvest fails. Interestingly, the Duke’s analysis of the Satanists’ motivations closely accords with Seligman et al.’s understanding of the need for ritual to console our anxieties and disappointments. For the cultists, the mass is “a release of all their pent-up emotions, and suppressed complexes, engendered by brooding over imagined injustice, lust for power, bitter hatred of rivals in love or some other type of success or good fortune” (121). The Satanists perform the mass as a response to the disappointment of the participant’s lives; they are ugly, uncivil outsiders and according to the Duke, “probably epileptics… nearly all… abnormal” (121). The mass allows them to feel, at least for a limited time, as if they are genuinely powerful, people who ought to be feared rather than despised, able to command the interest and favour of their infernal lord, to receive sexual attention despite their uncomeliness. Seligman et al. go on to argue ritual “must be understood as inherently nondiscursive—semantic content is far secondary to subjunctive creation.” Ritual “cannot be analysed as a coherent system of beliefs” (26). If this is so, we cannot expect the black mass to necessarily say anything coherent about Satanism, let alone racism. In fact, The Devil Rides Out tends not to focus on the meaning of the black mass, but on its performance. The perceivable facts of the mass are given, often in instructional detail, but any sense of what they might stand for remains unexplicated in the text. Indeed, taken individually, it is hard to make sense or meaning out of each of the Sabbat’s components. Why must a skull rattle around a cauldron? Why must a child be killed and eaten? If communion forms the most significant part of the Christian mass, we could presume that the desecration of the host might be the most meaningful part of the rite, but given the extensive description accorded the mass as a whole, the parody of communion is dealt with surprisingly quickly, receiving only three sentences. The Duke describes the act as “the most appalling sacrilege”, but it is left at that as the celebrants stomp the host into the ground (120). The action itself is emphasised over anything it might mean. Most of Wheatley’s readers will, I think, be untroubled by this. As Pierre Bourdieu noted, “the regularities inherent in an arbitrary condition… tend to appear as necessary, even natural, since they are the basis of the schemes of perception and appreciation through which they are apprehended” (53-4). Rather than stretching towards an interpretation of the Sabbat, readers simply accept it a necessary condition of a “black magic story”. While the genre and its tropes are constructed, they tend to appear as “natural” to readers. The Satanists perform the black mass because that is what Satanists do. The representation does not even have to be compelling in literary terms; it simply has to be a “proper” black mass. Richard Schechner argues that, when we are concerned with ritual, “Propriety”, that is, seeing the ritual properly executed, “is more important than artistry in the Euro-American sense” (178). Rather than describing the meaning of the ritual, Wheatley prefers to linger over the Satanist’s actions, their gluttonous feasting and dancing, their nudity. Again, these are actions that hold sensual qualities for their performers that exceed the simply discursive. Through their ritual behaviour they enter into atavistic and ecstatic states beyond everyday human consciousness. They are “hardly human… Their brains are diseased and their mentality is that of the hags and the warlocks of the middle ages…” and are “governed apparently by a desire to throw themselves back into a state of bestiality…” (117-8). They finally reach a state of “maniacal exaltation” and participate in an “intoxicated nightmare” (135). While the mass is being celebrated, the Satanists become an undifferentiated mass, their everyday identities and individuality subsumed into the subjunctive world created by the ritual. Simon, a willing participant, becomes lost amongst them, his individual identity given over to the collective, subjunctive state created by the group. Rex and the Duke are outside of this subjunctive world, expressing revulsion, but voyeuristically looking on; they retain their individual identities. Tanith is caught between the role played by Simon, and the one played by the Duke and Rex, as she risks shifting from observer to participant, her journey to the Sabbat being driven on by “evil powers” (135). These three relationships to the Sabbat suggest some of the strategies available to its readers. Like Rex and the Duke, we seem to observe the black mass as voyeurs, and still have the option of disapproving of it, but like Simon, the act of continuing to read means that we are participating in the representation of this perversity. Having committed to reading a “black magic story”, the reader’s procession towards the black mass is inevitable, as with Tanith’s procession towards it. Yet, just as Tanith is compelled towards it, readers are allowed to experience the Sabbat without necessarily having to see themselves as wanting to experience it. This facilitates a ludic, undiscursive reading experience; readers are not encouraged to seriously reflect on what the Sabbat means or why it might be a source of vicarious pleasure. They do not have to take responsibility for it. As much as the Satanists create a subjunctive world for their own ends, readers are creating a similar world for themselves to participate in. The mass—an incoherent jumble of sex and violence—becomes an imaginative refuge from the everyday world which is too regulated, chaste and well-behaved. Despite having substantial precedent in folklore and Gothic literature (see Medway), the black mass as it is represented in The Devil Rides Out is largely an invention. The rituals performed by occultists like Crowley were never understood by their participants as being black masses, and it was not until the foundation of the Church of Satan in San Francisco in the later nineteen-sixties that it seems the black mass was performed with the regularity or uniformity characteristic of ritual. Instead, its celebration was limited to eccentrics and dabblers like Summers. Thus, as an imaginary ritual, the black mass can be whatever its writers and readers need it to be, providing the opportunity to stage those actions and experiences required by the kind of text in which it appears. Because it is the product of the requirements of the text, it becomes a venue in which those things crucial to the text are staged; forbidden sexual congress, macabre ceremony, violence, the appearance of intoxicating and noisome scents, weird violet lights, blue candle flames and the goat itself. As we observe the Sabbat, the subjunctive of the ritual aligns with the subjunctive of the text itself; the same ‘as if’ is experienced by both the represented worshippers and the readers. The black mass offers an analogue for the black magic story, providing, almost in digest form, the images and experiences associated with the genre at the time. Seligman et al. distinguish between modes that they term the sincere and the ritualistic. Sincerity describes an approach to reading the world that emphasises the individual subject, authenticity, and the need to get at “real” thought and feeling. Ritual, on the other hand, prefers community, convention and performance. The “sincere mode of behavior seeks to replace the ‘mere convention’ of ritual with a genuine and thoughtful state of internal conviction” (103). Where the sincere is meaningful, the ritualistic is practically oriented. In The Devil Rides Out, the black mass, a largely unreal practice, must be regarded as insincere. More important than any “meaning” we might extract from the rite is the simple fact of participation. The individuality and agency of the participants is apparently diminished in the mass, and their regular sense of themselves is recovered only as the Duke and Rex desperately drive the Duke’s Hispano into the ritual so as to halt it. The car’s lights dispel the subjunctive darkness and reduce the unified group to a gathering of confused individuals, breaking the spell of naughtily enabling darkness. Just as the meaningful aspect of the mass is de-emphasised for ritual participants, for readers, self and discursive ability are de-emphasised in favour of an immersive, involving reading experience; we keep reading the mass without pausing to really consider the mass itself. It would reduce our pleasure in and engagement with the text to do so; the mass would be revealed as obnoxious, unpleasant and nonsensical. When we read the black mass we tend to put our day-to-day values, both moral and aesthetic, to one side, bracketing our sincere individuality in favour of participation in the text. If there is little point in trying to interpret Wheatley’s black mass due to its weakly discursive nature, then this raises questions of how to approach the text. Simply, the “work” of interpretation seems unnecessary; Wheatley’s black mass asks to be regarded as a form of play. Simply, The Devil Rides Out is a venue for a particular kind of readerly play, apart from the more substantial, sincere concerns that occupy most literary criticism. As Huizinga argued that, “Play is distinct from ‘ordinary’ life both as to locality and duration… [A significant] characteristic of play [is] its secludedness, its limitedness” (9). Likewise, by seeing the mass as a kind of play, we can understand why, despite the provocative and transgressive acts it represents, it is not especially harrowing as a reading experience. Play “lies outside the antithesis of wisdom and folly, and equally outside those of truth and falsehood, good and evil…. The valuations of vice and virtue do not apply...” (Huizinga 6). The mass might well offer barbarism and infanticide, but it does not offer these to its readers “seriously”. The subjunctive created by the black mass for its participants on the page is approximately equivalent to the subjunctive Wheatley’s text proposes to his readers. The Sabbat offers a tawdry, intoxicated vision, full of strange performances, weird lights, queer music and druggy incenses, a darkened carnival apart from the real that is, despite its apparent transgressive qualities and wretchedness, “only playing”. References Bourdieu, Pierre. The Logic of Practice. Trans. Richard Nice. Stanford: Stanford UP, 1990. Ellis, Bill. Raising the Devil: Satanism, New Religions, and the Media. Lexington: The UP of Kentucky, 2000. Hedman, Iwan, and Jan Alexandersson. Four Decades with Dennis Wheatley. DAST Dossier 1. Köping 1973. Huyssen, Andreas. After the Great Divide: Modernism, Mass Culture, Postmodernism. Bloomington and Indianapolis: Indiana UP, 1986. Jameson, Fredric. The Political Unconscious: Narrative as a Socially Symbolic Act. London: Routledge, 1989. Huizinga, J. Homo Ludens: A Study of the Play-Element in Culture. International Library of Sociology. London: Routledge & Kegan Paul, 1949. Medway, Gareth J. The Lure of the Sinister: The Unnatural History of Satanism. New York: New York UP, 2001. “Pooter.” The Times 19 August 1969: 19. Punter, David. The Literature of Terror: A History of Gothic Fictions from 1765 to the Present Day. London: Longman, 1980. Schechner, Richard. Performance Theory. Revised and Expanded ed. New York: Routledge, 1988. Sedgwick, Eve Kosofsky. The Coherence of Gothic Conventions. 1980. New York: Methuen, 1986. Seligman, Adam B, Robert P. Weller, Michael J. Puett and Bennett Simon. Ritual and Its Consequences: An Essay on the Limits of Sincerity. Oxford: Oxford UP, 2008. Thompson, G.R. Introduction. “Romanticism and the Gothic Imagination.” The Gothic Imagination: Essays in Dark Romanticism. Ed. G.R. Thompson. Pullman: Washington State UP, 1974. 1-10. Wheatley, Dennis. The Devil Rides Out. 1934. London: Mandarin, 1996.

Babies and toddlers are amassing huge followings on social media, achieving microcelebrity status, and raking in five figure sums. In East Asia, many of these lucrative “micro­-microcelebrities” rise to fame by inheriting exposure and proximate microcelebrification from their social media Influencer mothers. Through self-branding techniques, Influencer mothers’ portrayals of their young’ children’s lives “as lived” are the canvas on which (baby) products and services are marketed to readers as “advertorials”. In turning to investigate this budding phenomenon, I draw on ethnographic case studies in Singapore to outline the career trajectory of these young children (under 4yo) including their social media presence, branding strategies, and engagement with their followers. The chapter closes with a brief discussion on some ethical considerations of such young children’s labour in the social media age.Influencer MothersTheresa Senft first coined the term “microcelebrity” in her work Camgirls as a burgeoning online trend, wherein people attempt to gain popularity by employing digital media technologies, such as videos, blogs, and social media. She describes microcelebrities as “non-actors as performers” whose narratives take place “without overt manipulation”, and who are “more ‘real’ than television personalities with ‘perfect hair, perfect friends and perfect lives’” (Senft 16), foregrounding their active response to their communities in the ways that maintain open channels of feedback on social media to engage with their following.Influencers – a vernacular industry term albeit inspired by Katz & Lazarsfeld’s notion of “personal influence” that predates Internet culture – are one type of microcelebrity; they are everyday, ordinary Internet users who accumulate a relatively large following on blogs and social media through the textual and visual narration of their personal lives and lifestyles, engage with their following in “digital” and “physical” spaces, and monetize their following by integrating “advertorials” into their blog or social media posts and making physical appearances at events. A pastiche of “advertisement” and “editorial”, advertorials in the Influencer industry are highly personalized, opinion-laden promotions of products/services that Influencers personally experience and endorse for a fee. Influencers in Singapore often brand themselves as having “relatability”, or the ability to persuade their followers to identify with them (Abidin). They do so by make consciously visible the backstage (Goffman) of the usually “inaccessible”, “personal”, and “private” aspects of mundane, everyday life to curate personae that feel “authentic” to fans (Marwick 114), and more accessible than traditional celebrity (Senft 16).Historically, the Influencer industry in Singapore can be traced back to the early beginnings of the “blogshop” industry from the mid-2000s and the “commercial blogging” industry. Influencers are predominantly young women, and market products and services from diverse industries, although the most popular have been fashion, beauty, F&B, travel, and electronics. Most prominent Influencers are contracted to management agencies who broker deals in exchange for commission and assist in the production of their vlogs. Since then, the industry has grown, matured, and expanded so rapidly that Influencers developed emergent models of advertorials, with the earliest cohorts moving into different life stages and monetizing several other aspects of their personal lives such as the “micro-microcelebrity” of their young children. What this paper provides is an important analysis of the genesis and normative practices of micro-microcelebrity commerce in Singapore from its earliest years, and future research trajectories in this field.Micro-Microcelebrity and Proximate MicrocelebrificationI define micro-microcelebrities as the children of Influencers who have themselves become proximate microcelebrities, having derived exposure and fame from their prominent Influencer mothers, usually through a more prolific, deliberate, and commercial form of what Blum-Ross defines as “sharenting”: the act of parents sharing images and stores about their children in digital spaces such as social networking sites and blogs. Marwick (116-117), drawing from Rojek’s work on types of celebrity – distinguishes between two types of microcelebrity: “ascribed microcelebrity” where the online personality is made recognizable through the “production of celebrity media” such as paparazzi shots and user-produced online memes, or “achieved microcelebrity” where users engage in “self-presentation strateg[ies]”, such as fostering the illusion of intimacy with fans, maintaining a persona, and selective disclosure about oneself.Micro-microcelebrities lie somewhere between the two: In a process I term “proximate microcelebrification”, micro-microcelebrities themselves inherit celebrity through the preemptive and continuous exposure from their Influencer mothers, many beginning even during the pre-birth pregnancy stages in the form of ultrasound scans, as a form of “achieved microcelebrity”. Influencer mothers whose “presentational strategies” (cf. Marshall, “Promotion” 45) are successful enough (as will be addressed later) gain traction among followers, who in turn further popularize the micro-microcelebrity by setting up fan accounts, tribute sites, and gossip forums through which fame is heightened in a feedback loop as a model of “ascribed microcelebrity”.Here, however, I refrain from conceptualizing these young stars as “micro-Influencers” for unlike Influencers, these children do not yet curate their self-presentation to command the attention of followers, but instead are used, framed, and appropriated by their mothers for advertorials. In other words, Influencer mothers “curate [micro-microcelebrities’] identities into being” (Leaver, “Birth”). Following this, many aspects of their micro-microcelebrities become rapidly commodified and commercialized, with advertisers clamoring to endorse anything from maternity hospital stays to nappy cream.Although children of mommybloggers have the prospect to become micro-microcelebrities, both groups are conceptually distinct. Friedman (200-201) argues that among mommybloggers arose a tension between those who adopt “the raw authenticity of nonmonetized blogging”, documenting the “unglamorous minutiae” of their daily lives and a “more authentic view of motherhood” and those who use mommyblogs “primarily as a source of extra income rather than as a site for memoir”, focusing on “parent-centered products” (cf. Mom Bloggers Club).In contrast, micro-microcelebrities and their digital presence are deliberately commercial, framed and staged by Influencer mothers in order to maximize their advertorial potential, and are often postured to market even non-baby/parenting products such as fast food and vehicles (see later). Because of the overt commerce, it is unclear if micro-microcelebrity displays constitute “intimate surveillance”, an “almost always well-intentioned surveillance of young people by parents” (Leaver, “Born” 4). Furthermore, children are generally peripheral to mommybloggers whose own parenting narratives take precedence as a way to connect with fellow mothers, while micro-microcelebrities are the primary feature whose everyday lives and digital presence enrapture followers.MethodologyThe analysis presented is informed by my original fieldwork with 125 Influencers and related actors among whom I conducted a mixture of physical and digital personal interviews, participant observation, web archaeology, and archival research between December 2011 and October 2014. However, the material presented here is based on my digital participant observation of publicly accessible and intentionally-public digital presence of the first four highly successful micro-microcelebrities in Singapore: “Baby Dash” (b.2013) is the son of Influencer xiaxue, “#HeYurou” (b.2011) is the niece of Influencer bongqiuqiu, “#BabyElroyE” (b.2014) is the son of Influencer ohsofickle, and “@MereGoRound” (b.2015) is the daughter of Influencer bongqiuqiu.The microcelebrity/social media handles of these children take different forms, following the platform on which their parent/aunt has exposed them on the most. Baby Dash appears in all of xiaxue’s digital platforms under a variety of over 30 indexical, ironic, or humourous hashtags (Leaver, “Birth”) including “#pointylipped”, #pineappledash”, and “#面包脸” (trans. “bread face”); “#HeYurou” appears on bongqiuqiu’s Instagram and Twitter; “#BabyElroyE” appears on ohsofickle’s Instagram and blog, and is the central figure of his mother’s new YouTube channel; and “@MereGoRound” appears on all of bongqiuqiu’s digital platforms but also has her own Instagram account and dedicated YouTube channel. The images reproduced here are screenshot from Influencer mothers’ highly public social media: xiaxue, bongqiuqiu, and ohsofickle boast 593k, 277k, and 124k followers on Instagram and 263k, 41k, and 17k followers on Twitter respectively at the time of writing.Anticipation and Digital EstatesIn an exclusive front-pager (Figure 1) on the day of his induced birth, it was announced that Baby Dash had already received up to SGD25,000 worth of endorsement deals brokered by his Influencer mother, xiaxue. As the first micro-microcelebrity in his cohort (his mother was among the pioneer Influencers), Baby Dash’s Caesarean section was even filmed and posted on xiaxue’s YouTube channel in three parts (Figure 2). xiaxue had announced her pregnancy on her blog while in her second trimester, following which she consistently posted mirror selfies of her baby bump.Figure 1 & 2, screenshot April 2013 from ‹instagram.com/xiaxue›In her successful attempt at generating anticipation, the “bump” itself seemed to garner its own following on Twitter and Instagram, with many followers discussing how the Influencer dressed “it”, and how “it” was evolving over the weeks. One follower even compiled a collage of xiaxue’s “bump” chronologically and gifted it to the Influencer as an art image via Twitter on the day she delivered Baby Dash (Figure 3 & 4). Followers also frequently speculated and bantered about how her baby would look, and mused about how much they were going to adore him. Figure 3 & 4, screenshot March 2013 from ‹twitter.com/xiaxue› While Lupton (42) has conceptualized the sharing of images that precede birth as a “rite of passage”, Influencer mothers who publish sonograms deliberately do so in order to claim digital estates for their to-be micro-microcelebrities in the form of “reserved” social media handles, blog URLs, and unique hashtags for self-branding. For instance, at the 3-month mark of her pregnancy, Influencer bongqiuqiu debuted her baby’s dedicated hashtag, “#MereGoRound” in a birth announcement on her on Instagram account. Shortly after, she started an Instagram account, “@MereGoRound”, for her baby, who amassed over 5.5k followers prior to her birth. Figure 5 & 6, screenshot March 2015 from instagram.com/meregoround and instagram.com/bongqiuqiuThe debut picture features a heavily pregnant belly shot of bongqiuqiu (Figure 5), creating much anticipation for the arrival of a new micro-microcelebrity: in the six months leading up to her birth, various family, friends, and fans shared Instagram images of their gifts and welcome party for @MereGoRound, and followers shared congratulations and fan art on the dedicated Instagram hashtag. During this time, bongqiuqiu also frequently updated followers on her pregnancy progress, not without advertising her (presumably sponsored) gynecologist and hospital stay in her pregnancy diaries (Figure 6) – like Baby Dash, even as a foetus @MereGoRound was accumulating advertorials. Presently at six months old, @MereGoRound boasts almost 40k followers on Instagram on which embedded in the narrative of her growth are sponsored products and services from various advertisers.Non-Baby-Related AdvertorialsPrior to her pregnancy, Influencer bongqiuqiu hopped onto the micro-microcelebrity bandwagon in the wake of Baby Dash’s birth, by using her niece “#HeYurou” in her advertorials. Many Influencers attempt to naturalize their advertorials by composing their post as if recounting a family event. With reference to a child, parent, or partner, they may muse or quip about a product being used or an experience being shared in a bid to mask the distinction between their personal and commercial material. bongqiuqiu frequently posted personal, non-sponsored images engaging in daily mundane activities under the dedicated hashtag “#HeYurou”.However, this was occasionally interspersed with pictures of her niece holding on to various products including storybooks (Figure 8) and shopping bags (Figure 9). At first glance, this might have seemed like any mundane daily update the Influencer often posts. However, a close inspection reveals the caption bearing sponsor hashtags, tags, and campaign information. For instance, one Instagram post shows #HeYurou casually holding on to and staring at a burger in KFC wrapping (Figure 7), but when read in tandem with bongqiuqiu’s other KFC-related posts published over a span of a few months, it becomes clear that #HeYurou was in fact advertising for KFC. Figure 7, 8, 9, screenshot December 2014 from ‹instagram.com/bongqiuqiu›Elsewhere, Baby Dash was incorporated into xiaxue’s car sponsorship with over 20 large decals of one of his viral photos – dubbed “pineapple Dash” among followers – plastered all over her vehicle (Figure 10). Followers who spot the car in public are encouraged to photograph and upload the image using its dedicated hashtag, “#xiaxuecar” as part of the Influencer’s car sponsorship – an engagement scarcely related to her young child. Since then, xiaxue has speculated producing offshoots of “pineapple Dash” products including smartphone casings. Figure 10, screenshot December 2014 from ‹instagram.com/xiaxue›Follower EngagementSponsors regularly organize fan meet-and-greets headlined by micro-microcelebrities in order to attract potential customers. Photo opportunities and the chance to see Baby Dash “in the flesh” frequently front press and promotional material of marketing campaigns. Elsewhere on social media, several Baby Dash fan and tribute accounts have also emerged on Instagram, reposting images and related media of the micro-microcelebrity with overt adoration, no doubt encouraged by xiaxue, who began crowdsourcing captions for Baby Dash’s photos.Influencer ohsofickle postures #BabyElroyE’s follower engagement in a more subtle way. In her YouTube channel that debut in the month of her baby’s birth, ohsofickle produces video diaries of being a young, single, mother who is raising a child (Figure 11). In each episode, #BabyElroyE is the main feature whose daily activities are documented, and while there is some advertising embedded, ohsofickle’s approach on YouTube is much less overt than others as it features much more non-monetized personal content (Figure 12). Her blog serves as a backchannel to her vlogs, in which she recounts her struggles with motherhood and explicitly solicits the advice of mothers. However, owing to her young age (she became an Influencer at 17 and gave birth at 24), many of her followers are teenagers and young women who respond to her solicitations by gushing over #BabyElroyE’s images on Instagram. Figure 11 & 12, screenshot September 2015 from ‹instagram.com/ohsofickle›PrivacyAs noted by Holloway et al. (23), children like micro-microcelebrities will be among the first cohorts to inherit “digital profiles” of their “whole lifetime” as a “work in progress”, from parents who habitually underestimate or discount the privacy and long term effects of publicizing information about their children at the time of posting. This matters in a climate where social media platforms can amend privacy policies without user consent (23), and is even more pressing for micro-microcelebrities whose followers store, republish, and recirculate information in fan networks, resulting in digital footprints with persistence, replicability, scalability, searchability (boyd), and extended longevity in public circulation which can be attributed back to the children indefinitely (Leaver, “Ends”).Despite minimum age restrictions and recent concerns with “digital kidnapping” where users steal images of other young children to be re-posted as their own (Whigham), some social media platforms rarely police the proliferation of accounts set up by parents on behalf of their underage children prominently displaying their legal names and life histories, citing differing jurisdictions in various countries (Facebook; Instagram), while others claim to disable accounts if users report an “incorrect birth date” (cf. Google for YouTube). In Singapore, the Media Development Authority (MDA) which governs all print and digital media has no firm regulations for this but suggests that the age of consent is 16 judging by their recommendation to parents with children aged below 16 to subscribe to Internet filtering services (Media Development Authority, “Regulatory” 1). Moreover, current initiatives have been focused on how parents can impart digital literacy to their children (Media Development Authority, “Empowered”; Media Literacy Council) as opposed to educating parents about the digital footprints they may be unwittingly leaving about their children.The digital lives of micro-microcelebrities pose new layers of concern given their publicness and deliberate publicity, specifically hinged on making visible the usually inaccessible, private aspects of everyday life (Marshall, “Persona” 5).Scholars note that celebrities are individuals for whom speculation of their private lives takes precedence over their actual public role or career (Geraghty 100-101; Turner 8). However, the personae of Influencers and their young children are shaped by ambiguously blurring the boundaries of privacy and publicness in order to bait followers’ attention, such that privacy and publicness are defined by being broadcast, circulated, and publicized (Warner 414). In other words, the publicness of micro-microcelebrities is premised on the extent of the intentional publicity rather than simply being in the public domain (Marwick 223-231, emphasis mine).Among Influencers privacy concerns have aroused awareness but not action – Baby Dash’s Influencer mother admitted in a national radio interview that he has received a death threat via Instagram but feels that her child is unlikely to be actually attacked (Channel News Asia) – because privacy is a commodity that is manipulated and performed to advance their micro-microcelebrities’ careers. As pioneer micro-microcelebrities are all under 2-years-old at present, future research warrants investigating “child-centred definitions” (Third et al.) of the transition in which they come of age, grow an awareness of their digital presence, respond to their Influencer mothers’ actions, and potentially take over their accounts.Young LabourThe Ministry of Manpower (MOM) in Singapore, which regulates the employment of children and young persons, states that children under the age of 13 may not legally work in non-industrial or industrial settings (Ministry of Manpower). However, the same document later ambiguously states underaged children who do work can only do so under strict work limits (Ministry of Manpower). Elsewhere (Chan), it is noted that national labour statistics have thus far only focused on those above the age of 15, thus neglecting a true reflection of underaged labour in Singapore. This is despite the prominence of micro-microcelebrities who are put in front of (video) cameras to build social media content. Additionally, the work of micro-microcelebrities on digital platforms has not yet been formally recognized as labour, and is not regulated by any authority including Influencer management firms, clients, the MDA, and the MOM. Brief snippets from my ethnographic fieldwork with Influencer management agencies in Singapore similarly reveal that micro-microcelebrities’ labour engagements and control of their earnings are entirely at their parents’ discretion.As models and actors, micro-microcelebrities are one form of entertainment workers who if between the ages of 15 days and 18 years in the state of California are required to obtain an Entertainment Work Permit to be gainfully employed, adhering to strict work, schooling, and rest hour quotas (Department of Industrial Relations). Furthermore, the Californian Coogan Law affirms that earnings by these minors are their own property and not their parents’, although they are not old enough to legally control their finances and rely on the state to govern their earnings with a legal guardian (Screen Actors Guild). However, this similarly excludes underaged children and micro-microcelebrities engaged in creative digital ecologies. Future research should look into safeguards and instruments among young child entertainers, especially for micro-micrcocelebrities’ among whom commercial work and personal documentation is not always distinct, and are in fact deliberately intertwined in order to better engage with followers for relatabilityGrowing Up BrandedIn the wake of moral panics over excessive surveillance technologies, children’s safety on the Internet, and data retention concerns, micro-microcelebrities and their Influencer mothers stand out for their deliberately personal and overtly commercial approach towards self-documenting, self-presenting, and self-publicizing from the moment of conception. As these debut micro-microcelebrities grow older and inherit digital publics, personae, and careers, future research should focus on the transition of their ownership, engagement, and reactions to a branded childhood in which babies were postured for an initimate public.ReferencesAbidin, Crystal. “Communicative Intimacies: Influencers and Perceived Interconnectedness.” Ada: A Journal of Gender, New Media, & Technology. Forthcoming, Nov 2015.Aiello, Marianne. “Mommy Blog Banner Ads Get Results.” Healthcare Marketing Advisor 17 Nov. 2010. HealthLeaders Media. 16 Aug. 2015 ‹http://healthleadersmedia.com/content/MAR-259215/Mommy-Blog-Banner-Ads-Get-Results›.Azzarone, Stephanie. “When Consumers Report: Mommy Blogging Your Way to Success.” Playthings 18 Feb. 2009. 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Introduction Since the early 2000s, and especially since the onset of COVID-19 and long periods of lockdown, board games have seen a revival in popularity. The increasing popularity of board games are part of what Julie Lennett, a toy industry analyst at NPD Group, describes as the “nesting trend”: families have more access to entertainment at home and are eschewing expensive nights out (cited in Birkner 7). While on-demand television is a significant factor in this trend, for Moriaty and Kay (6), who wouldn’t “welcome [the] chance to turn away from their screens” to seek the “warmth and connection you get from playing games with live human family and friends?” For others, playing board games can simply be about nostalgia. Board games have a long history not specific to one period, geography, or culture. Likely board games were developed to do two things – teach and entertain. This remains the case today. Historically, miniature versions of battles or hunts were played out in what we might recognise today as a board game. Trade, war, and science impacted on their development, as did the printing press, which allowed for the standardisation of rules. Chess had many variations prior to the fifteenth century. Similarly, the Industrial Revolution allowed for the mass production of board games, boosting their popularity across nations, class, and age (Walker 13). Today, regardless of or because of our digital lives, we are in a “board game renaissance” (Booth 1). Still played on rainy days, weekends, and holidays, we now also play board games in dedicated game board cafés like the Haunted Game Café in America, the Snakes and Lattes in Canada, or the Mind Café in Singapore. In the board game café Draughts in the UK, customers pay £5 to select and play one of 800 board games, including classics like Monopoly and Cluedo. These cafes are important as they are “helping manufacturers to understand the kind of games that appeal to the larger section of players” (Atrizton). COVID-19 caused board game sales to increase. The global market was predicted to increase by US$1 billion in 2021, compared to 2020 (Jarvis). Total sales of board games in Australia are expected to reach AU$86 million in 2023, an almost 10 per cent increase from the preceding year (Statista "Board Games – Australia"). The emergence of Kickstarter, a global crowdfunding platform which funds new board games, is filling the gap in the contemporary board game market, with board games generating 20 per cent of the total funding raised (Carter). Board games are predicted to continue to grow, with the global market revenue record at US$19 billion dollars in 2022, a figure that is expected to rise to US$40 billion within 6 years (Atrizton). If the current turn towards board games represents a desire to escape from the digital world, the Internet is also contributing to the renaissance. Ex-Star Trek actor Wil Wheaton hosts the popular Web series TableTop, in which each episode explains a board game that is then played, usually with celebrities. The Internet also provides “communities” in which fans can share their enthusiasm, be it as geek culture or cult fandom (Booth 2). Booth provides an eloquent explanation, however, for the allure of face-to-face board games: “they remind us of our face-to-face past, and recall a type of pre-digital luddism where we can circle around the ‘campfire’ of the game board” (Booth 1-2). What makes a board game successful is harder to define. Phillip Orbanes, an American game designer and former vice-president of research and development at Parker Brothers, has attempted to elucidate the factors that make a good board game: “make the rules simple and unambiguous … don’t frustrate the casual player … establish a rhythm … focus on what’s happening off the board … give ‘em chances to come from behind … [and] provide outlets for latent talents” (Orbanes 52-55). Orbanes also says it is important to understand that what “happens off the board is just as important to the experience as the physical game itself” (Orbanes 51). Tristan Donovan contends that there are four broad stages of modern board games, beginning with the folk era when games had no fixed author, their rules were mutable, and local communities adapted the game to suit their sensibilities. Chess is an example of this, with the game only receiving the fixed rules we know today when tournaments and organisations saw the need for a singular set of rules. Mass production of games was the second stage, marking “the single biggest shift in board game history – a total flip in how people understood, experienced and played board games. Games were no long[er] malleable objects owned by the commons, but products created usually in the pursuit of profit” (Donovan 267). An even more recent development in game boards was the introduction of mass produced plastics, which reduced the cost of board game construction and allowed for a wider range of games to be produced. This was particularly evident in the post-war period. Games today are often thought of as global, which allows gamers to discover games from other regions and cultures, such as Catan (Klaus Teuber, 1995), a German game that may not have enjoyed its immense success if it were not for the Internet. Board game players are broadly categorised into two classes: the casual gamer and the hobby or serious gamer (Rogerson and Gibbs). The most popular game from the mass production era is Monopoly, the focus of this article. The History of Monopoly Monopoly was designed and patented by American Elizabeth Magie (1866-1948) in 1902, and was originally called The Landlord’s Game. The game was based on the anti-monopoly taxation principles of Henry George (1839-1897), who argued that people should own 100 per cent of what they make and the land should belong to everyone. Land ownership, considered George, only benefitted land owners, and forces working people to pay exorbitant rent. Magie’s original version of the game was designed to demonstrate how rents enrich property owners and impoverish tenants. Renters in Australia’s property market today may recognise this side of ruthless capitalism. In 1959 Fidel Castro thought Monopoly “sufficiently redolent of capitalism” that he “ordered the ­destruction of every Monopoly set in Cuba” (McManus). Magie, however, was not credited with being the original inventor of Monopoly: rather, this credit was given to Charles Darrow. In 2014, the book The Monopolist: Obsession, Fury, and the Scandal behind the World's Favorite Board Game by Mary Pilon re-established Magie as the inventor of Monopoly, with her role and identity unearthed by American Ralph Anspach (1926-2022), an Adam Smith economist, Polish-German refugee, and anti-Vietnam protestor. According to Pilon, Magie, a suffragette and progressive economic and political thinker, was a Georgist advocate, particularly of his anti-monopolist policies, and it was this that informed her game’s narrative. An unmarried daughter of Scottish immigrants, she was a Washington homeowner, familiar with the grid-like street structure of the national capital. Magie left school at 13 to help support her family who were adversely impacted upon by the Panic of 1873, which saw economic collapse because of falling silver prices, railroad speculation, and property losses. She worked as a stenographer and teacher of Georgist single tax theory. Seeking a broader platform for her economic ideas, and with the growing popularity of board games in middle class homes, in 1904 Magie secured a patent for The Landlord’s Game, at a time when women only held 1 per cent of US patents (Pilon). The original game included deeds and play money and required players to earn wages via labour and pay taxes. The board provided a circular path (as opposed to the common linear path) in which players circled through rental properties and railroads, and could acquire food, with natural reserves (oil, coal, farms, and forests) unable to be monopolised. However, she created two sets of rules – the monopoly rules familiar to today’s players, and anti-monopoly rules in which tensions over human greed and altruism could be played out by participants. Magie started her own New York firm to manufacture and distribute the game, continued the struggle for women’s equality, and raged against wealthy monopolists of the day such as Andrew Carnegie (Pilon). By the late 1920, the game, mostly referred to as the ‘monopoly’ game, was popular, but many who played the game were playing handmade versions, likely unaware of the original Landlord’s Game. In 1931, mass-produced versions of the game, now titled Finance, began to appear, with some changes, including the ability to purchase properties, along with rule books. Occurring at the same time as the emergence of fixed-price goods in large department stores, the game, which now included chance cards, continued to be popular. It was Charles Darrow who sold Monopoly to Parker Brothers, even if he did not invent it. Darrow was introduced to one of the variants of the game and became obsessed with the game, which now featured the Community Chest and Free Parking, but his version did not have a set of rules. An unemployed ex-serviceman with no college education, Darrow struggled to provide for his family. By 1932, America was in the grip of the Great Depression, with housing prices collapsing and squatting common in large American cities. Befriending an artist, Darrow sought to provide a more dynamic and professional version of the game and complete it with a set of rules. In 1933, Darrow marketed his version of the game, titled Mr Monopoly, and it was purchased by Parker Brothers for US$7,000 in 1935. Magie received just US $500 (Farzan). Monopoly, as it was rebranded, was initial sold for $2 a game, and Parker Brothers sold 278,000 games in the first year. In 1936, consumers purchased 1.7 million editions of the game, generating millions of dollars in profits for Parker Brothers, who prior to Monopoly were on the brink of collapse (Pilon). Mary Pilon’s The Monopolists also reveals the struggle of Ralph Anspach in the 1970s to sell his Anti-Monopoly board games, which Parker Brothers fought in the courts. Anspach’s game sought to undermine the power of capitalist monopolies, which he had witnessed directly and negatively impact on fuel prices in America in the early 1970s. Hence the aim was to produce a game with an anti-monopolist narrative grounded in the free-market thinking of Adam Smith. Players were rewarded by breaking monopoly ownerships of utilities such as railroads and energy and metal reserves. In preparing his case against Parker Brothers, Anspach “accidentally discovered the true history of the game”, which began with Magie’s Landlord’s Game. Magie herself had battled with Parker Brothers in order to be “credited as the real originator of the game” and, like Anspach, reveal how Parker Brothers had changed the anti-capitalist narrative of the game, making it the “exact opposite” of its original aims (Landlordsgame). Anspach’s court room version of his battle with Parker Brothers was published in 2000, titled Monopolygate: During a David and Goliath Battle, the Inventor of the Anti-Monopoly® Game Uncovers the Secret History of Monopoly®. Monopoly Today Monopoly is now produced by Hasbro. It is the highest selling board game of all time, with an estimated 275 million units of Monopoly sold (Lee). Fan bases are clearly large too: the official Monopoly Facebook accounts report 9.9m likes (Facebook), and 68% of American households report owning a version of Monopoly (Statista "Which"). At the end of the twentieth century it was estimated that 550 million, or one in 12 people worldwide, had played the game (Guinness World Records "Most Popular"). Today it is estimated that Monopoly has been played by more than one billion people, and the digital Monopoly version has had over 100 million downloads (Johnson). The ability to play beloved board games with a computer opponent or with other players via the Internet arguably adds to the longevity of classic board games such as Monopoly. Yet research shows that despite Monopoly being widely owned, it is often not played as much as other games in people’s homes (d'Astous and Gagnon 84). D’Astous and Gagnon found that players in their study chose Monopoly to play on average six times a year, less than half the times they played Cluedo (13 times a year) or Scrabble (15 times). As Michael Whelan points out, Magie’s original goal was to make a statement about capitalism and landlords: a single player would progress round the board building an empire, whilst the others were doomed to slowly descend into bankruptcy. It was “never meant to be fun for anyone but the winner” (Whelan). Despite Monopoly’s longevity and impressive sales record, it is perhaps paradoxical to find that it is not a particularly popular or enjoyed game. Board Game Geek, the popular board game Website, reports in 2023 that the average rating for Monopoly by over 33,000 members is just 4.4 out of 10, and is ranked the 23,834th most popular game on the site (Board Game Geek). This is mirrored in academic studies: for example, when examining Orbane’s tenets for a good board game, d’Astous and Gagnon (84) found that players' appreciation of Monopoly was generally low. Not only is appreciation low for the game itself, it is also low for player antics during the game. A 2021 survey found that Monopoly causes the most fights, with 20% of households reporting “their game nights with friends or family members are often or always disrupted by competitive or unfriendly behaviour”, leading to players or even the game itself being banned (Lemore). Clearly Orbane’s tenet that the game “generates fun” is missing here (Orbanes 52). Commentators ask why Monopoly remains the best-selling board game of all time when the game has the “astonishing ability to sow seeds of discord” (Berical). Despite the claims that playing Monopoly causes disharmony, the game does allow for player agency. Perhaps more than any other board game, Monopoly is subjected to ‘house rules’. Buzzfeed reported 15 common house rules that many people think are official rules. In 2014 the official Monopoly Facebook page posted a video claiming that “68% of Americans have never read the official game rules” and that “49% of Americans had admitted to playing with their own ‘house rules’”. A look through these rules reveals that players are often trying to restore the balance of power in the game, or in other words increase the chance that a player can win. Hasbro has embraced these rules by incorporating some of them into the official rules. By incorporating players' amendments to the game, Hasbro can keep the Monopoly relevant. In another instance, Hasbro asked fans to vote on new tokens, which led to the thimble token being replaced with a Tyrannosaurus Rex. This was reversed in 2022 when nostalgic fans lobbied for the thimble’s return. Hasbro has also been an innovator by creating special rules for individual editions: for example, the Longest Game Ever edition (2019) slows players down by using only a single dice and has an extended game board. This demonstrates that Hasbro is keen to innovate and evolve the game to meet player expectations. Innovation and responsiveness to fans is one way that Hasbro has maintained Monopoly’s position as highest-selling board game. The only place the original Monopoly rules seem to be played intact are at the official competitions. Collecting and Nostalgia The characteristics of Monopoly allow for a seemingly infinite number of permutations. The places on the board can be real or fictional, making it easily adaptable to accommodate different environments. This is a factor in Monopoly’s longevity. The number of Monopoly editions are endless, with BoardGameGeek listing over 1,300 versions of the game on its site. Monopoly editions range from collector and commemorative editions to music, television, and film versions, actor-based editions, sports club editions, editions tied to toy franchises, animal lover editions, country editions, city editions, holiday editions, car brand editions, motor bike editions, as well as editions such as Monopoly Space, editions branded to popular confectionary, Ms Monopoly, and Go Green Monopoly. Each of these contain their own unique modifications. The Go Green version includes greenhouses, dice are made from FSC-certified wood from well-managed forests, tokens are made with plant-based plastic derived from sugarcane, a renewable raw material, and players can vie to have monopolistic control over renewable energy firms, solar farms, and bike paths. Licencing agreements allows Hasbro to leverage two sets of popular culture fans and collectors simultaneously: fans of Monopoly and its different versions, and fans of the Monopoly branded collectable, such as the Elvis Collector’s edition and Breaking Bad Monopoly. Apart from licencing, what else explains the longevity of Monopoly? Fred Davis demonstrates that nostalgia is an important sociological phenomenon, allowing consumers to re-imagine the past via iconic items including toys. Generation Y, also known as Millennials or digital natives, a cohort born between 1982 and 1994 who have grown up with technology as part of their everyday lives, are particularly interested in ‘heritage-inspired’ goods (Marchegiani and Phau). These consumers enjoy the past with a critical eye, drawn by the aesthetic properties of nostalgic goods rather than a direct personal connection (Goulding 575). Popular culture items are a site of widespread collecting behaviour (Geraghty 2). Belk argues that our possessions are used to construct our social selves. Collectors are a special kind of consumer: where consumers use and discard goods as needed, collectors engage with goods as special objects to be maintained and preserved (Belk 254), which is often achieved through ritualistic behaviour (McCracken 49). This is not to say that items in a collection are removed from use entirely: often being used in the normal manner, for example, clothing collectors will wear their items, yet take care of them in the a way they see akin to conservatorship (Hackett). Collections are often on display, often using the flexibility of the Internet as showground, as is the case with Neil Scallon’s world record collection of Monopoly’s 3,554 different versions of the game (World of Monopoly). Monopoly has low barriers to entry for a collector, as many sets retail at a low price-point, yet there are a few sets which are very expensive. The most expensive Monopoly set of all time retailed for US$2 million, and the cost was mainly borne out of the luxurious materials used: “the board is made from 23 carat gold, rubies and sapphires top the chimneys of the solid gold houses and hotels and the dice have 42 full cut diamonds for spots” (Guinness World Records "Most Expensive"). Conclusion The recent resurgence in board game popularity has only served to highlight Monopoly’s longevity. Through clever marketing and leveraging of nostalgia and popular culture fandoms, Hasbro has managed to retain Monopoly’s position as the number one board game, in sales figures at least. Despite its popularity, Monopoly suffers from a reputation as a conduit for poor player behaviour, as one person triumphs at the downfall of the other players. The game dynamics punish those whom fortune did not reward. In this regard, Elizabeth Magie’s initial aim of teaching about the unfairness of capitalism can be considered a resounding success. In re-establishing her role as a feminist and inventor at the turn of the century, embraced by progressive left-wingers of the 1930s, her story as much as that of Monopoly is a valuable contribution to modern popular culture. References Atrizton. Board Games Market – Global Outlook & Forecast 2023-2028. 2023. Belk, Russell W. "Collectors and Collecting." Handbook of Material Culture. Eds. Christopher Tilley et al. London: Sage, 2006. 534-45. Berical, Matt. "Monopoly Is a Terrible Game. Quit Playing It." Fatherly 4 Mar. 2020. Birkner, Christine. "Get on Board." Adweek 3-10 Apr. 2017: 7. Board Game Geek. "Monopoly." 2023. Booth, Paul. Game Play: Paratextuality in Contemporary Board Games. Bloomsbury, 2015. Buzzfeed. "15 Monopoly Rules That Aren't Actually Rules: Settled That 'Free Parking' Debate." Buzzfeed 27 Mar. 2014. Carter, Chase. "Tabletop Games Have Made over $1.5 Billion on Kickstarter." Dicebreaker 13 Dec. 2022. D'Astous, Alain, and Karine Gagnon. "An Inquiry into the Factors That Impact on Consumer Appreciation of a Board Game." Journal of Consumer Marketing 24.2 (2007): 80-89. Davis, Fred. Yearning for Yesterday: A Sociology of Nostalgia. New York: Free Press, 1979. Donovan, Tristan. "The Four Board Game Eras: Making Sense of Board Gaming’s Past." Catalan Journal of Communication & Cultural Studies 10.2 (2018): 265-70. Facebook. "Monopoly." 1 Mar. 2023. Farzan, Antonia Noori. "The New Monopoly ‘Celebrates Women Trailblazers,’ But the Game’s Female Inventor Still Isn’t Getting Credit." Washington Post 11 Sep. 2019. Geraghty, Lincoln. Cult Collectors. Routledge, 2014. Goulding, Christina. "Romancing the Past: Heritage Visiting and the Nostalgic Consumer." Psychology and Marketing 18.6 (2001): 565-92. Guinness World Records. "Most Expensive Board Game of Monopoly." 30 Jan. 2023. ———. "Most Popular Board Game." 30 Jan. 2023. Hackett, Lisa J. "‘Biography of the Self’: Why Australian Women Wear 1950s Style Clothing." Fashion, Style and Popular Culture 9.1-2 (2022). Johnson, Angela. "13 Facts about Monopoly That Will Surprise You." Insider 27 June 2018. Landlordsgame. "Landlord's Game History, Monopoly Game History." 2021. Lee, Allen. "The 20 Highest Selling Board Games of All Time." Money Inc 11 Mar. 2023. Lemore, Chris. "Banned from Game Night: ‘Monopoly’ Leads to the Most Fights among Family, Friends." Study Finds 2021. Marchegiani, Christopher, and Ian Phau. "Personal and Historical Nostalgia—a Comparison of Common Emotions." Journal of Global Marketing 26.3 (2013): 137-46. McCracken, Grant. Culture and Consumption: New Approaches to the Symbolic Character of Consumer Goods and Activities. Bloomington: Indiana UP, 1988. McManus, James. "Do Not Collect $200." New York Times, 2015. 10. Moriarity, Joan, and Jonathan Kay. Your Move: What Board Games Teach Us about Life. Sutherland House, 2019. Orbanes, Phil. "Everything I Know about Business I Learned from Monopoly." 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IntroductionIn late 2016, I undertook a short-term, three-month project to share some of my research through my Instagram account using the categorising hashtag #AustralianBeachspace. Much of this work emerged from my PhD thesis, which is being published in journal articles, but has yet to be published in any accessible or overarching way. I wanted to experiment with the process of using a visual social media tool for research dissemination. I felt that Instagram’s ability to combine text and image allowed for an aesthetically interesting way to curate this particular research project. My research is concerned with representations of the Australian beach, and thus the visual, image-based focus of Instagram seemed ideal. In this article, I briefly examine some of the existing research around academic practices of research dissemination, social media use, and the emerging research around Instagram itself. I then will examine my own experience of using Instagram as a tool for depicting curated, aesthetically-driven, research dissemination and reflect whether this use of Instagram is effective for representing and disseminating research. Research DisseminationResearchers, especially those backed by public funding, are always bound by the necessity of sharing the findings and transferring the knowledge gained during the research process. Research metrics are linked to workload allocations and promotion pathways for university researchers, providing clear motivation to maintain an active research presence. For most academics, the traditional research dissemination strategies involve academic publications: peer-reviewed scholarly books and journal articles.For academics working within a higher education policy climate that centres on measuring impact and engagement, peer-reviewed publications remain the gold standard. There are indicators, however, that research dissemination strategies may need to include methods for targeting non-academic outputs. Gunn and Mintrom (21), in their recent research, “anticipate that governments will increasingly question the value of publicly funded research and seek to evaluate research impact”. And this process, they argue, is not without challenges. Education Minister Simon Birmingham supports their claim by suggesting the Turnbull Government is looking to find methods for more meaningful ways of evaluating value in higher education research outcomes, “rather than only allocating funding to researchers who spend their time trying to get published in journals” (para 5).It therefore makes sense that academics are investigating ways of using social media as a way of broadening their research dissemination, despite the fact social media metrics do not yet count towards traditional citations within the university sector.Research Dissemination via Social MediaThere has been an established practice of researchers using social media, especially blogging (Kirkup) and Twitter, as ways of sharing information about their current projects, their findings, their most recent publications, or to connect with colleagues. Gruzd, Staves, and Wilk (2348) investigated social media use by academics, suggesting “scholars are turning to social media tools professionally because they are more convenient for making new connections with peers, collaboration, and research dissemination”. It is possible to see social media functioning as a new way of representing research – playing an important role in the shaping and developing of ideas, sharing those ideas, and functioning as a dissemination tool after the research has concluded.To provide context for the use of social media in research, this section briefly covers blogging and Twitter, two methods considered somewhat separated from university frameworks, and also professional platforms, such as Academia.edu and The Conversation.Perhaps the tool that has the most history in providing another avenue for academics to share their work is academic blogging. Blogging is considered an avenue that allows for discussion of topics prior to publication (Bukvova, 4; Powell, Jacob, and Chapman, 273), and often uses a more conversational tone than academic publishing. It provides opportunity to share research in long form to an open, online audience. Academic blogs have also become significant parts of online academic communities, such as the highly successful blog, The Thesis Whisperer, targeted for research students. However, many researchers in this space note the stigma attached to blogging (and other forms of social media) as useless or trivial; for instance, in Gruzd, Staves, and Wilk’s survey of academic users of social media, an overwhelming majority of respondents suggested that institutions do not recognise these activities (2343). Because blogging is not counted in publication metrics, it is possible to dismiss this type of activity as unnecessary.Twitter has garnered attention within the academic context because of its proliferation in conference engagement and linking citation practices of scholars (Marht, Weller, and Peters, 401–406). Twitter’s platform lends itself as a place to share citations of recently published material and a way of connecting with academic peers in an informal, yet meaningful way. Veletsianos has undertaken an analysis of academic Twitter practices, and there is a rise in popularity of “Tweetable Abstracts” (Else), or the practice of refining academic abstracts into a shareable Tweet format. According to Powell, Jacob, and Chapman (272), new media (including both Twitter and the academic blog) offer opportunities to engage with an increasingly Internet-literate society in a way that is perhaps more meaningful and certainly more accessible than traditional academic journals. Like blogging, the use of Twitter within the active research phase and pre-publication, means the platform can both represent and disseminate new ideas and research findings.Both academic blogs and Twitter are widely accessible and can be read by Internet users beyond academia. It appears likely, however, that many blogs and academic Twitter profiles are still accessed and consumed primarily by academic audiences. This is more obvious in the increasingly popular specific academic social media platforms such as ResearchGate or Academia.edu.These websites are providing more targeted, niche communication and sharing channels for scholars working in higher education globally, and their use appears to be regularly encouraged by institutions. These sites attempt to mediate between open access and copyright in academic publishing, encouraging users to upload full-text documents of their publications as a means of generating more attention and citations (Academia.edu cites Niyazov et al’s study that suggests articles posted to the site had improved citation counts). ResearchGate and Academia.edu function primarily as article repositories, albeit with added social networking opportunities that differentiate them from more traditional university repositories.In comparison, the success of the online platform The Conversation, with its tagline “Academic rigour, journalistic flair”, shows the growing enthusiasm and importance of engaging with more public facing outlets to share forms of academic writing. Many researchers are using The Conversation as a way of sharing their research findings through more accessible, shorter articles designed for the general public; these articles regularly link to the traditional academic publications as well.Research dissemination, and how the uptake of online social networks is changing individual and institution-wide practices, is a continually expanding area of research. It is apparent that while The Conversation has been widely accepted and utilised as a tool of research dissemination, there is still some uncertainty about using social media as representing or disseminating findings and ideas because of the lack of impact metrics. This is perhaps even more notable in regards to Instagram, a platform that has received comparatively little discussion in academic research more broadly.Instagram as Social MediaInstagram is a photo sharing application that launched in 2010 and has seen significant uptake by users in that time, reaching 700 million monthly active users as of April 2017 (Instagram “700 Million”). Recent additions to the service, such as the “Snapchat clone” Instagram Stories, appear to have helped boost growth (Constine, para 4). Instagram then is a major player in the social media user market, and the emergence of academic research into the platform reflect this. Early investigations include Manikonda, Hu and Kambhampati’s analysis social networks, demographics, and activities of users in which they identified some clear differences in usage compared to Flickr (another photo-sharing network) and Twitter (5). Hochman and Manovich and Hochman and Schwartz examined what information visualisations generated from Instagram images can reveal about the “visual rhythms” of geographical locations such as New York City.To provide context for the use of Instagram as a way of disseminating research through a more curated, visual approach, this section will examine professional uses of Instagram, the role of Influencers, and some of the functionalities of the platform.Instagram is now a platform that caters for both personal and professional accounts. The user-interface allows for a streamlined and easily navigable process from taking a photo, adding filters or effects, and sharing the photo instantly. The platform has developed to include web-based access to complement the mobile application, and has also introduced Instagram Business accounts, which provide “real-time metrics”, “insights into your followers”, and the ability to “add information about your company” (Instagram “Instagram Business”). This also comes with the option to pay for advertisements.Despite its name, many users of Instagram, especially those with profiles that are professional or business orientated, do not only produce instant content. While the features of Instagram, such as geotagging, timestamping, and the ability to use the camera from within the app, lend themselves to users capturing their everyday experience in the moment, more and more content is becoming carefully curated. As such, some accounts are blurring the line between personal and professional, becoming what Crystal Abidin calls Influencers, identifying the practice as when microcelebrities are able to use the “textual and visual narration of their personal, everyday lives” to generate paid advertorials (86). One effect of this, as Abidin investigates in the context of Singapore and the #OOTD (Outfit of the Day) hashtag, is the way “everyday Instagram users are beginning to model themselves after Influences” and therefore generate advertising content “that is not only encouraged by Influences and brands but also publicly utilised without remuneration” (87). Instagram, then, can be a very powerful platform for businesses to reach wide audiences, and the flexibility of caption length and visual content provides a type of viral curation practice as in the case of the #OOTD hashtag following.Considering the focus of my #AustralianBeachspace project on Australian beaches, many of the Instagram accounts and hashtags I encountered and engaged with were tourism related. Although this will be discussed in more detail below, it is worth noting that individual Influencers exist in these fields as well and often provide advertorial content for companies like accommodation chains or related products. One example is user @katgaskin, an Influencer who both takes photos, features in photos, and provides “organic” adverts for products and services (see image). Not all her photos are adverts; some are beach or ocean images without any advertorial content in the caption. In this instance, the use of distinctive photo editing, iconic imagery (the “salty pineapple” branding), and thematic content of beach and ocean landscapes, makes for a recognisable and curated aesthetic. Figure 1: An example from user @katgaskin's Instagram profile that includes a mention of a product. Image sourced from @katgaskin, uploaded 2 June 2017.@katgaskin’s profile’s aesthetic identity is, as such, linked with the ocean and the beach. Although her physical location regularly changes (her profile includes images from, for example, Nicaragua, Australia, and the United States), the thematic link is geographical. And research suggests the visual focus of Instagram lends itself to place-based content. As Hochman and Manovich state:While Instagram eliminates static timestamps, its interface strongly emphasizes physical place and users’ locations. The application gives a user the option to publicly share a photo’s location in two ways. Users can tag a photo to a specific venue, and then view all other photos that were taken and tagged there. If users do not choose to tag a photo to a venue, they can publically share their photos’ location information on a personal ‘photo-map’, displaying all photos on a zoomable word map. (para 14)This means that the use of place in the app is anchored to the visual content, not the uploader’s location. While it is possible to consider Instagram’s intention was to anchor the content and the uploader’s location together (as in the study conducted by Weilenmann, Hillman, and Jungselius that explored how Instagram was used in the museum), this is no longer always the case. In this way, Instagram is also providing a platform for more serious photographers to share their images after they have processed and edited them and connect the image with the image content rather than the uploader’s position.This place-based focus also shares origins in tourism photography practices. For instance, Kibby’s analysis of the use of Instagram as a method for capturing the “tourist gaze” in Monument Valley notes that users mostly wanted to capture the “iconic” elements of the site (most of which were landscape formations made notable through representations in popular culture).Another area of research into Instagram use is hashtag practice (see, for example, Ferrara, Interdonato, and Tagarelli). Highfield and Leaver have generated a methodology for mapping hashtags and analysing the information this can reveal about user practices. Many Instagram accounts use hashtags to provide temporal or place based information, some specific (such as #sunrise or #newyorkcity) and some more generic (such as #weekend or #beach). Of particular relevance here is the role hashtags play in generating higher levels of user engagement. It is also worth noting the role of “algorithmic personalization” introduced by Instagram earlier in 2017 and the lukewarm user response as identified by Mahnke Skrubbeltrang, Grunnet, and Tarp’s analysis, suggesting “users are concerned with algorithms dominating their experience, resulting in highly commercialised experience” (section 7).Another key aspect of Instagram’s functionality is linked to the aesthetic of the visual content: photographic filters. Now a mainstay of other platforms such as Facebook and Twitter, Instagram popularised the use of filters by providing easily accessible options within the app interface directly. Now, other apps such as VCSO allow for more detailed editing of images that can then be imported into Instagram; however, the pre-set filters have proven popular with large numbers of users. A study in 2014 by Araújo, Corrêa, da Silva et al found 76% of analysed images had been processed in some way.By considering the professional uses of Instagram and the functionality of the app (geotagging; hashtagging; and filters), it is possible to summarise Instagram as a social media platform that, although initially perhaps intended to capture the everyday visual experiences of amateur photographers using their smart phone, has adapted to become a network for sharing images that can be for both personal and professional purposes. It has a focus on place, with its geotagging capacity and hashtag practices, and can include captions The #AustralianBeachspace ProjectIn October 2016, I began a social media project called #AustralianBeachspace that was designed to showcase content from my PhD thesis and ongoing work into representations of Australian beaches in popular culture (a collection of the project posts only, as opposed to the ongoing Instagram profile, can be found here). The project was envisaged as a three month project; single posts (including an image and caption) were planned and uploaded six times a week (every day except Sundays). Although I have occasionally continued to use the hashtag since the project’s completion (on 24 Dec. 2016), the frequency and planned nature of the posts since then has significantly changed. What has not changed is the strong thematic through line of my posts, all of which continue to rely heavily on beach imagery. This is distinct from other academic social media use which if often more focused on the everyday activity of academia.Instagram was my social media choice for this project for two main reasons: I had no existing professional Instagram profile (unlike Twitter) and thus I could curate a complete project in isolation, and the subject of my PhD thesis was representations of Australian beaches in literature and film. As such, my research was appropriate for, and in fact was augmented by, visual depiction. It is also worth noting the tendency reported by myself and others (Huntsman; Booth) of academics not considering the beach an area worthy of focus. This resonates with Bech Albrechtslund and Albrechtslund’s argument that “social media practices associated with leisure and playfulness” are still meaningful and worthy of examination.Up until this point, my research outputs had been purely textual. I, therefore, needed to generate a significant number of visual elements to complement the vast amount of textual content already created. I used my PhD thesis to provide the thematic structure (I have detailed this process in more depth here), and then used the online tool Trello to plan, organise, and arrange the intended posts (image and caption). The project includes images taken by myself, my partner, and other images with no copyright limitations attached as sourced through photo sharing sites like Unsplash.com.The images were all selected because of their visual representation of an Australian beach, and the alignment of the image with the themes of the project. For instance, one theme focused on the under-represented negative aspects of the beach. One image used in this theme was a photo of Bondi Beach ocean pool, empty at night. I carefully curated the images and arranged them according to the thematic schedule (as can be seen below) and then wrote the accompanying textual captions. Figure 2: A sample of the schedule used for the posting of curated images and captions.While there were some changes to the schedule throughout (for instance, my attendance at the 2016 Sculpture by the Sea exhibition prompted me to create a sixth theme), the process of content curation and creation remained the same.Visual curation of the images was a particularly important aspect of the project, and I did use an external photo processing application to create an aesthetic across the collection. As Kibby notes, “photography is intrinsically linked with tourism” (para 9), and although not a tourism project inherently, #AustralianBeachspace certainly engaged with touristic tropes by focusing on Australian beaches, an iconic part of Australian national and cultural identity (Ellison 2017; Ellison and Hawkes 2016; Fiske, Hodge, and Turner 1987). However, while beaches are perhaps instinctively touristic in their focus on natural landscapes, this project was attempting to illustrate more complexity in this space (which mirrors an intention of my PhD thesis). As such, some images were chosen because of their “ordinariness” or their subversion of the iconic beach images (see below). Figures 3 and 4: Two images that capture some less iconic images of Australian beaches; one that shows an authentic, ordinary summer's day and another that shows an empty beach during winter.I relied on captions to provide the textual information about the image. I also included details about the photographer where possible, and linked all the images with the hashtag #AustralianBeachspace. The textual content, much of which emerged from ongoing and extensive research into the topic, was somewhat easier to collate. However, it required careful reworking and editing to suit the desired audience and to work in conjunction with the image. I kept captions to the approximate length of a paragraph and concerned with one point. This process forced me to distil ideas and concepts into short chunks of writing, which is distinct from other forms of academic output. This textual content was designed to be accessible beyond an academic audience, but still used a relatively formal voice (especially in comparison to more personal users of the platform).I provided additional hashtags in a first comment, which were intended to generate some engagement. Notably, these hashtags were content related (such as #beach and #surf; they were not targeting academic hashtags). At time of writing, my follower count is 70. The most liked (or “favourited”) photo from the project received 50 likes, and the most comments received was 6 (on a number of posts). Some photos published since the end of the project have received higher numbers of likes and comments. This certainly does not suggest enormous impact from this project. Hashtags utilised in this project were adopted from popular and related hashtags using the analytics tool Websta.me as well as hashtags used in similar content styled profiles, such as: #seeaustralia #thisisqueensland #visitNSW #bondibeach #sunshinecoast and so on. Notably, many of the hashtags were place-based. The engagement of this project with users beyond academia was apparent: followers and comments on the posts are more regularly from professional photographers, tourism bodies, or location-based businesses. In fact, because of the content or place-based hashtagging practices I employed, it was difficult to attract an academic audience at all. However, although the project was intended as an experiment with public facing research dissemination, I did not actively adopt a stringent engagement strategy and have not kept metrics per day to track engagement. This is a limitation of the study and undoubtedly allows scope for further research.ConclusionInstagram is a platform that does not have clear pathways for reaching academic audiences in targeted ways. At this stage, little research has emerged that investigates Instagram use among academics, although it is possible to presume there are similarities with blogging or Twitter (for example, conference posting and making connections with colleagues).However, the functionality of Instagram does lend itself to creating and curating aesthetically interesting ways of disseminating, and in fact representing, research. Ideas and findings must be depicted as images and captions, and the curatorial process of marrying visual images to complement or support textual information can make for more accessible and palatable content. Perhaps most importantly, the content is freely accessible and not locked behind paywalls or expensive academic publications. It can also be easily archived and shared.The #AustralianBeachspace project is small-scale and not indicative of widespread academic practice. However, examining the process of creating the project and the role Instagram may play in potentially reaching a more diverse, public audience for academic research suggests scope for further investigation. Although not playing an integral role in publication metrics and traditional measures of research impact, the current changing climate of higher education policy provides motivations to continue exploring non-traditional methods for disseminating research findings and tracking research engagement and impact.Instagram functions as a useful platform for sharing research data through a curated collection of images and captions. Rather than being a space for instant updates on the everyday life of the academic, it can also function in a more aesthetically interesting and dynamic way to share research findings and possibly generate wider, public-facing engagement for topics less likely to emerge from behind the confines of academic journal publications. 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