Journal articles on the topic 'E-gov best practice'

O artigo trata da prática de oração e da tentativa de comunicação da experiência de Deus. Toma como referência o exemplo de místicos da tradição cristã por serem eles quem melhor sinalizam o que acontece em toda autêntica oração como diálogo entre a liberdade humana e a liberdade divina. Analisa dois aspectos fundamentais da linguagem e expressão da oração que são o silêncio e a palavra. O silêncio precede a palavra e a ela reconduz. A palavra tende a anular a ambiguidade do silêncio gerando unidade. Ambos se complementam na vivência concreta do orante, que em sua busca contínua de sintonia com Deus, silenciando ou falando mantém-se na presença do Senhor. Ao mesmo tempo a linguagem do místico testemunha sua impotência em “tocar” o Mistério. Por isso, silenciar ou falar e a conjugação de ambos são sempre insuficientes para expressar o que se passa no encontro e diálogo com Deus. A linguagem da oração abre novos horizontes ao ser humano em sua busca de íntima relação com o mistério divino.ABSTRACT: This article treats the practice of prayer and of the attempt to communicate an experience of God. It takes, as a point of reference, the example of the mystics from the Christian tradition since they are the ones who best indicate what happens in every authentic prayer as dialogue between human freedom and divine freedom. This article analyses two fundamental aspects of the language and expression of prayer: silence and the word. Silence precedes the word and the word leads back to silence. The word tends to annul the ambiguity of silence, creating, in turn, unity. Both complement each other in the concrete lived experience of the person praying, who in her continual search to be in tune with God, in silence or speaking, maintains herself in the presence of God. At the same time, the language of the mystic testifies to her impotence to “touch” the Mystery. For this reason, to maintain silence or to speak and the combination of both are always insufficient to express what happens in the encounter of dialogue with God. The language of prayer opens new horizons for the human person in her search for an intimate relation with the divine mystery.

Background: F18-PET/CT technique has been permanently optimized to ensure the best accuracy and to extend its clinical application. Radiation protection remains an omnipresent aspect of daily practice in F18-PET/CT. Introduction: We tried to demonstrate the usefulness of remotely controlled radiopharmaceutical dispensers with smart-phones or tablets in the optimization of staff exposure. Material and methods: We performed a study to evaluate the exposure during loading and dispensing of radiopharmaceuticals working in two different ways: according to the user's manual of the automatic dispenser and, respectively, with an e-controlling application. We calculated the maximal radiation exposure and analyzed the differences related to the annual effective dose. Have been considered 40 loading and 353 dispensing procedures. During the loading, it has been manipulated a total activity of 9348.8 mCi (345905.6 MBq) FDG. A total activity of 2622.5 mCi (97032.5 MBq) FDG has been manipulated during dispensing. Results: The effective dose resulted from the loading procedure measured at the dispenser contact was 445.05 µSv. The effective dose measured in the remote control area during the loading procedure was 0.34 µSv, having a difference of 444.71 µSv. The total effective dose during dispensing procedures measured at the dispenser was 206.6 µSv and the total effective dose measured in the controlling room was 2.64 µSv, thus a difference of 203.96 µSv. The cumulative difference between the effective doses was of 648.67 µSv. Discussion: E-controlling the dispenser, we got an exposure saving representing 61.2% from the operator's annual dose. Conclusions: This study demonstrates the effectiveness of e-controlling devices in radiation protection of the staff working in F18-PET/CT.

PurposeGovernment e-Procurement systems are generating tender-level process event data which are not being analyzed much. The purpose of this paper is to present a data visualization tool to benchmark the government tendering process. This tool collects, collates and presents e-Procurement process data in a meaningful way that enables comparisons and benchmarking leading to insights for process improvements and identification of the best practices. This tool is accessible on the website of South Asia’s first public procurement observatory (www.procurementobservatoryup.com) founded by the authors.Design/methodology/approachThe authors started with an initial set of key performance indicators (KPIs) based on extant literature and existing practices. The authors got them verified by various relevant stakeholders through a series of formal and informal discussions. Some of them were dropped due to observed variations or their inability to offer insights to arrive at the final set of KPIs. In this paper, the authors use actual process-level data. Government of India’s National Informatics Center has implemented e-Procurement portals in various states and public enterprises (PEs) in India which provide tender-wise detailed e-tendering process data. The authors designed a web crawler that collects these data in a tabular format, which allows an easy analysis and comparison to measure and compare government tendering process performance for the last five years for the two large PEs. The authors also engaged in discussions with the procurement executives of the two PSEs to derive meaningful managerial insights from the results obtained.FindingsUsing the public procurement data visualization tool, the authors compare the procurement process of two of the largest Indian PEs, Coal India Limited and Indian Oil Corporation on the developed KPIs and draw insights. The results show significant difference in their procurement process performance due to different practices followed by them. Through interaction with the procurement managers of these two organizations, the authors identify few good procurement practices that can be applied to improve public procurement process.Research limitations/implicationsThis paper uses actual process-level data which can be used not just to identify improvement opportunities but also to gauge the impact of any process-level change. It presents a data visualization tool to generate insights from data generated by a procurement/tendering system. Such visualization and benchmarking can uncover better procurement practices and provide an impetus toward data-driven policy formulation. Apart from the two PEs as reported in this paper, this tool has also been applied on the public procurement data of eight Indian states.Practical implicationsThe KPIs presented in this paper are aligned with the various dimensions of public procurement’s objectives. The visualization tool presented in this paper is based on the Open Contract Data Standard and has a universal application.Social implicationsThe use of technology and open data sharing as the enablers of benchmarking and process improvements help in establishing a dynamic competitive environment leading to financial savings, better services to citizens and proper use of taxpayers’ money.Originality/valueThis paper presents an original work carried out under the aegis of South Asia’s first procurement observatory at IIM Lucknow. The benchmarking tool presented in this paper uses open contract data standard and can be applied in most of the public procurement processes. This paper takes the discussions on e-Procurement to the next level, where the concern is no longer restricted to only adoption and assimilation issues, but also on how to make use of the data that these e-Procurement systems generate.

Tobacco (Nicotiana tabacum L.) is a leafy, annual, solanaceous plant grown commercially for its leaves. China accounts for more than 39.6% of total global tobacco production (3). In May 2012, seedlings of tobacco cv. Honghuadajinyuan in a Guiyang tobacco commercial field (Guizhou, China, 26.35° N, 106.42° E) developed symptoms of severe wilting, chlorosis, and stunting. The main stem and taproot exhibited reddish to light brown vascular discoloration; further progression of these symptoms eventually caused mortality of infected seedlings. To isolate the causal agent, necrotic tissues from the symptomatic root were placed on potato dextrose agar (PDA) and incubated at 25°C in darkness. Colonies with white to rose mycelia and red-brown colony colors developed on PDA after 5 days of incubation. Microconidia were abundant, straight or slightly curved, clavate, 0- to 3-septate, and 7.5 to 20.0 × 2.5 to 5.0 μm. Macroconidia were straight or slightly curved, slender, 3- to 5-septate, and 25.0 to 45.0 × 3.3 to 5.0 μm. Based on the observed colony attributes, growth patterns, absence of chlamydospores, micro- and macro-spore attributes (1), and PCR amplification (using primers ITS1/4) combined with translation elongation factor primers (EF1/2) (2), the fungus was identified as F. kyushuense O'Donnell & T. Aoki. Sequence of ITS1-5.8s-ITS2 region of rDNA (GenBank Accession No. JX235957) exactly matched the sequences of F. kyushuense accession AB587020.1 (100% similarity). Analysis of the elongation factor (EF-1alpha) gene of the fungus (JX658565) resulted in a 99% match for F. kyushuense accession AB674297.1. Pathogenicity of the fungus was confirmed by performing Koch's postulate as follows. Pure cultures of the fungus F. kyushuense obtained from symptomatic tissues of tobacco seedlings were grown on PDA for 6 days. Tobacco plants to be used in pathogenicity tests were germinated and grown on potting soils in a plastic container. Additional fertilization was supplied by adding 0.2 g/L of 20-20-20 (N-P-K) in the float water. When seedlings got 6-leaf stage, they were ready for pathogenicity tests. Spores harvested from these culture plates were suspended in sterile distilled water, adjusted to a concentration of 1 × 104 conidia/ml, and inoculated by irrigating 10 ml of the conidia suspension onto roots of each of the 12 tobacco seedlings with 6-leaf stage. A group of 12 seedlings of the same age treated with sterile water served as control. Inoculated seedlings were maintained at 25°C, 100 μE m–2.s–1, relative humidity >70%, and 16 h light per day, and monitored for 9 days for symptom development. Seedlings inoculated with conidia developed disease symptoms with roots with vascular discoloration of roots whereas control seedlings remained symptomless. F. kyushuense was reisolated from the symptomatic seedlings 9 days after inoculation. F. kyushuense has also been isolated from rice seeds in China (4), and from diseased wheat in Japan (1). The common tobacco Fusarium disease reported in China was caused by F. oxysporium f. sp. nicotianae. However, to the best of our knowledge, this is the first report of F. kyushuense causing wilt on tobacco in China and the disease must be considered in existing disease management practices. References: (1) T. Aoki and K. O'Donnell. Mycoscience. 39:1, 1998. (2) D. M. Geiser et al. Eur. J. Plant Pathol. 110:473, 2004. (3) US Census Bureau. Foreign Trade Statistics. Washington DC, 2005. (4) Z. H. Zhao and G. Z. Lu. Mycotaxon. 102:119, 2007.

About the research question: in the business world, companies increasingly tend to create their websites and apps by conducting exhaustive simultaneous or preliminary research and testing. Surfaces developed in this way are easy to use and understand, and they meet the explicit and implicit needs and expectations of the users. This in turn generates new expectations, that is, citizens need public administration sites to be usable and easy to understand at the same time. They want to be able to search for information, do administrative tasks and carry out other transactions in a straightforward manner (Béres and Zsák, 2007).In the meantime, it is a well known fact that citizens have a problem with orienting themselves on public administration websites in most countries. The interpretation of the information architecture and wording cause difficulty, a lot of things are not found in places where the user would look, and so on. However, if the surface of public administration sites is cumbersome, navigation is complicated, the expressions used there are difficult to understand, citizens will be annoyed, and choose personal administration with a bad feeling. This does not favor the spread of e-government, while, according to the eEurope action plans, public administration should be able to offer complex electronic public services that meet up to date standards of quality, content and functionality.The paper explores the possible backgrounds of the above problems, and presents methods for developing online public administration web surfaces in such a way the results meet the explicit and implicit expectations of users after all.The author gives real answers to the following questions:• How can public administration websites be more simple and straightforward to use?• How can web surfaces be tested, and in which phase of developing is it best to do this?• What kinds of known, tried methods are available for this, and when have they been used?• How did those who “did well” do it?In order to answer the above questions, the paper also presents some case studies, websites developed by governments and cities that specifically kept in mind the explicit expectations, values and points of view of users, and these needs were taken into account during development.Method of the research: following the thorough desk research, the author conducted and complemented the exploration with on site, personal and telephone interviews as well as e-mail communications. The presented examples are based on the author’s research going on since 2009.Main results, conclusion: The examples presented in the study aim to support the point that as well as all other websites, public administrations sites also need to or should be made with continuous testing during development, including the study of mental models (even if this was not a stated explicit need during the development).The presented examples demonstrate that sites that were systematically assessed through preliminary research and testing during development, and the finished page is also continuously developed, meet the expectations of users much better than those where this was not the case (see, for example, Herendy, 2015), and the subsequent studies of the author also confirm this.During the development of the studied sites, designers and developers conducted the following types of research, among others:• Analyzing web analytics, e.g. Google Analytics, in order to learn about the prior and present behavior and needs of the users;• Preparing online survey research, and analyzing the results in order to map the needs of users;• Workshops for designing the information architecture;• Card sorting tests to support the design of the information architecture;• A/B tests, which help developers pick the design that is easier and simpler to use from two options;• Preparing wireframes and prototypes, testing them with members of the target group;• Collecting feedback from users.The British gov.uk site can be an outstanding example to follow for all public administration organs, as it was designed with the use of nearly all the excellent testing and development methods: starting with learning about the needs of users, followed by A / B testing and preparing a prototype. They paid attention to optimizing color coding, the simplest possible presentation of everything, ease of use, iteration, and accessibility. They got to know existing mental models and stuck to them, they coordinated the adjustment of contrast, color, typography, icons, style, sound effects and visual metaphors.The British gov.uk site is also outstanding because it is not just about the government creating and continuously developing and shaping a web surface, but also teaches anyone interested in how they can create this kind of surface themselves, or at least one that meets such high standards.The presented examples represent the state of the sites in the period between 2012 and 2017. Some of the surfaces have been further developed in the meantime, and some were completely restructured.With a view to the harmful development practices that can be observed sometimes – not only in Hungary worldwide – (the development process is poorly planned, it involves no testing or testing is poorly implemented, authentic UX and research experts are not consulted, developments are often made in-house (which tends to happen due to the lack of information, rather than by bad intentions)), the presented examples are still of interest in 2017. This is especially true if we consider the testing and development methods that have been used smoothly for the past 5-10 years.

Christianity was the religion of spirit (and freedom), and critiqued Islam as a religion of flesh (and slavery); later, Christianity was the religion of reason, and critiqued Islam as the religion of fideism; later still, Christianity was the religion of the critique of religion, and critiqued Islam as the most atavistic of religions. Even now, when the West has critiqued its own Chris- tianity enough to be properly secular (because free, rational, and critical), it continues to critique Islam for being not secular enough. In contrast to Christianity or post-Christian secularism, then, and despite their best ef- forts, Islam does not know (has not learned from) critique. This sentiment is articulated at multiple registers, academic and popular and governmen- tal: Muslims are fanatical about their repressive law; they interpret things too literally; Muslims do not read their own revelation critically, let alone literature or cartoons; their sartorial practices are unreasonable; the gates of ijtihād closed in 900CE; Ghazali killed free inquiry in Islam… Such claims are ubiquitous enough to be unremarkable, and have political traction among liberals and conservatives alike. “The equation of Islam with the ab- sence of critique has a longer genealogy in Western thought,” Irfan Ahmad writes in this book, “which runs almost concurrently with Europe’s colonial expansion” (8). Luther and Renan figure in that history, as more recently do Huntington and Gellner and Rushdie and Manji.Meanwhile in the last decade an interdisciplinary conversation about the stakes, limits, complicities, and possibilities of critique has developed in the anglophone academy, a conversation of which touchstones include the polemical exchange between Saba Mahmood and Stathis Gourgouris (2008); the co-authored volume Is Critique Secular? (2009), by Talal Asad, Wendy Brown, Judith Butler, and Mahmood; journal special issues dedi- cated to the question (e.g. boundary 2 40, no. 1 [2013]); and Gourgouris’s Lessons in Secular Criticism (2013), among others. At the same time, the discipline of religious studies remains trapped in an argument over the lim- its of normative analysis and the possibility of critical knowledge.Religion as Critique: Islamic Critical Thinking from Mecca to the Mar- ketplace seeks to turn these debates on their head. Is critique secular? Decidedly not—but understanding why that is, for Ahmad, requires revising our understanding of critique itself. Instead of the object of critique, reli- gion here emerges as an agent of critique. By this account, God himself is the source of critique, and the prophets and their heirs are “critics par ex- cellence” (xiv). The book is divided into two parts bookended by a prologue and epilogue. “Formulation” comprises three chapters levying the shape of the argument. “Illustration” comprises three chapters taking up the case study of the South Asian reformer Abul-A‘la Maududi and his critics (es- pecially regarding his views on the state and on women) as well as a fourth chapter that seeks to locate critique in the space of the everyday. There are four theses to Ahmad’s argument, none of them radically original on their own but newly assembled. As spelled out in the first chap- ter (“Introduction”), the first thesis holds that the Enlightenment reconfig- uration of Christianity was in fact an ethnic project by which “Europe/the West constituted its identity in the name of reason and universalism against a series of others,” among them Islam (14). The second thesis is that no crit- ic judges by reason alone. Rather, critique is always situated, directed, and formed: it requires presuppositions and a given mode to be effective (17). The third thesis is that the Islamic tradition of critique stipulates the com- plementarity of intellect (‘aql, dimāgh) and heart (qalb, dil); this is a holistic anthropology, not a dualistic one. The fourth thesis is that critique should not be understood as the exclusive purview of intellectuals (especially when arguing about literature) or as simply a theoretical exercise. Instead, cri- tique should be approached as part of life, practiced by the literate and the illiterate alike (18).The second chapter, “Critique: Western and/or Islamic,” focuses on the first of these theses. The Enlightenment immunized the West from critique while subjecting the Rest to critique. An “anthropology of philosophy” approach can treat Kant’s transcendental idealism as a social practice and in doing so discover that philosophy is “not entirely independent” from ethnicity (37). The certainty offered by the Enlightenment project can thus be read as “a project of security with boundaries.” Ahmad briefly consid- ers the place of Islam across certain of Kant’s writings and the work of the French philosophes; he reads their efforts to “secure knowledge of humani- ty” to foreclose the possibility of “knowledge from humanity” (42), namely Europe’s others. Meanwhile, ethnographic approaches to Muslim debates shy away from according them the status of critique, but in so doing they only maintain the opposition between Western reason and Islamic unrea- son. In contrast to this view (from Kant through Foucault), Ahmad would rather locate the point of critical rupture with the past in the axial age (800-200BCE), which would include the line of prophets who reformed (critiqued) their societies for having fallen into corruption and paganism. This alternative account demonstrates that “critical inquiry presupposes a tradition,” that is, that effective critique is always immanent (58). The third chapter, “The Modes: Another Genealogy of Critique,” con- tests the reigning historiography of “critique” (tanqīd/naqd) in South Asia that restricts it to secular literary criticism. Critique (like philosophy and democracy) was not simply founded in Grecian antiquity and inherited by Europe: Ahmad “liberates” critique from its Western pedigree and so allows for his alternative genealogy, as constructed for instance through readings of Ghalib. The remainder of the chapter draws on the work of Maududi and his critics to present the mission of the prophets as critiquing to reform (iṣlāḥ) their societies. This mandate remains effective today, and Maududi and his critics articulate a typology of acceptable (tanqīd) and unacceptable (ta‘īb, tanqīṣ, tazhīk, takfīr, etc.) critiques in which the style of critique must be considered alongside its object and telos. Religion as Critique oscillates between sweeping literature reviews and close readings. Readers may find the former dizzying, especially when they lose in depth what they gain in breadth (for example, ten pages at hand from chapter 2 cite 44 different authors, some of whom are summarizing or contesting the work of a dozen other figures named but not cited di- rectly). Likewise there are moments when Ahmad’s own dogged critiques may read as tendentious. The political purchase of this book should not be understated, though the fact that Muslims criticize themselves and others should come as no surprise. Yet it is chapters 4–6 (on Maududi and his critics) which substantiate the analytic ambition of the book. They are the most developed chapters of the book and detail a set of emerging debates with a fine-grained approach sometimes found wanting elsewhere (espe- cially in the final chapter). They show how Islam as a discursive tradition is constituted through critique, and perhaps always has been: for against the disciplinary proclivities of anthropologists (who tend to emphasize discon- tinuity and rupture, allowing them to discover the modern invention of traditions), Ahmad insists on an epistemic connection among precolonial and postcolonial Islam. This connection is evident in how the theme of rupture/continuity is itself a historical topos of “Islamic critical thinking.” Chapter 4 (“The Message: A Critical Enterprise”) approaches Maududi (d. 1979) as a substantial political thinker, not simply the fundamentalist ideologue he is often considered to be. Reading across Maududi’s oeuvre, Ahmad gleans a political-economic critique of colonial-capitalist exploita- tion (95), a keen awareness of the limits of majoritarian democracy, and a warning about the dispossessive effects of minoritization. Maududi’s Isla- mism (“theodemocracy”), then, has to be understood within his broader project of the revival of religion to which tanqīd (“critique”), tajdīd (“re- newal”), and ijtihād (“understanding Islam’s universal principles to de- termine change”) were central (103). He found partial historical models for such renewal in ‘Umar b. ‘Abd al-‘Aziz, Ghazali, Ibn Taymiyya, Ahmad Sirhindi, and Shah Wali Ullah. A key element of this critique is that it does not aim to usher in a different future. Instead it inhabits a more complicated temporality: it clarifies what is already the case, as rooted in the primordial nature of humans (fiṭra), and in so doing aligns the human with the order of creation. This project entails the critique and rejection of false gods, in- cluding communism, fascism, national socialism, and capitalism (117). Chapter 5 (“The State: (In)dispensible, Desirable, Revisable?”) weaves together ethnographic and textual accounts of Maududi’s critics and de- fenders on the question of the state (the famous argument for “divine sov- ereignty”). In doing so the chapter demonstrates how the work of critique is undertaken in this Islamic tradition, where, Ahmad writes, “critique is connected to a form of life the full meaning of which is inseparable from death” (122). (This also means that at stake in critique is also the style and principles of critique.) The critics surveyed in this chapter include Manzur Nomani, Vahiduddin Khan, Abul Hasan Ali Nadvi, Amir Usmani, Sadrud- din Islahi, Akram Zurti, Rahmat Bedar, Naqi Rahman, Ijaz Akbar, and others, figures of varying renown but all of whom closely engaged, defend- ed, and contested Maududi’s work and legacy in the state politics of his Jamaat-e Islami. Chapter 6 (“The Difference: Women and In/equality”) shows how Maududi’s followers critique the “neopatriarchate” he proposes. Through such critique, Ahmad also seeks to affirm the legitimacy of a “nonpatri- archal reading of Islam” (156). If Maududi himself regarded the ḥarem as “the mightiest fortress of Islamic culture” (159)—a position which Ahmad notes is “enmeshed in the logic of colonial hegemony”—he also desired that women “form their own associations and unbiasedly critique the govern- ment” (163). Maududi’s work and legacy is thus both “disabling” and “en- abling” for women at the same time, as is borne out by tracing the critiques it subsequently faced (including by those sympathetic to his broader proj- ect). The (male) critics surveyed here include Akram Zurti, Sultan Ahmad Islahi, Abdurrahman Alkaf, and Mohammad Akram Nadwi, who seriously engaged the Quran and hadith to question Maududi’s “neopatriarchate.” They critiqued his views (e.g. that women were naturally inferior to men, or that they were unfit for political office) through alternative readings of Islamic history and theology. Chapter 7 (“The Mundane: Critique as Social-Cultural Practice”) seeks to locate critique at “the center of life for everyone, including ordinary sub- jects with no educational degrees” (179). Ahmad writes at length about Khan Abdul Ghaffar Khan (d. 1988), the anticolonial activist who led a massive movement against colonial domination, and whose following faced British brutality with nonviolence. The Khudai Khidmatgār movement he built was “a movement of critique” (195), Ahmad writes, composed of or- dinary men and women, peasants and the unlettered. The brief remainder of the chapter suggests that the proverbs which punctuate everyday life (for example, in the trope of the greedy mullah) also act as critiques. By the end of Religion as Critique it is difficult not to see critique na- scent in every declaration or action. This deflates the analytic power of the term—but perhaps that is one unstated aim of the project, to reveal critique as simply a part of life. Certainly the book displaces the exceptional West- ern claim to critique. Yet this trope of exposure—anthropology as cultural critique, the ethnographer’s gaze turned inward—also raises questions of its own. In this case, the paradigmatic account of critique (Western, sec- ular) has been exposed as actually being provincial. But the means of this exposure have not come from the alternative tradition of critique Ahmad elaborates. That is, Ahmad is not himself articulating an Islamic critique of Western critique. (Maududi serves as an “illustration” of Ahmad’s ar- gument; Maududi does not provide the argument itself.) In the first chap- ters (“Formulation”) he cites a wide literature that practices historicism, genealogy, archeology, and deconstruction in order to temper the universal claims of Western supremacists. The status of these latter critical practices however is not explored, as to whether they are in themselves sufficient to provincialize or at least de-weaponize Western critique. Put more directly: is there is a third language (of political anthropology, for example) by which Ahmad analytically mediates the encounter between rival traditions of cri- tique? And if there is such a language, and if it is historically, structurally, and institutionally related to one of the critical traditions it is mediating, then what is the status of the non-Western “illustration”? The aim of this revision of critique, Ahmad writes, is “genuinely dem- ocratic dialogue with different traditions” (xii). As much is signalled in its citational practices, which (for example) reference Talal Asad and Viveiros de Castro together in calling for “robust comparison” (14) between West- ern and Islamic notions of critique, and reference Maududi and Koselleck together in interpreting critique to be about judgment (203). No matter that Asad and de Castro or Maududi and Koselleck mean different things when using the same words; these citations express Ahmad’s commitment to a dialogic (rather than dialectical) mode in engaging differences. Yet because Ahmad does not himself explore what is variously entailed by “comparison” or “judgment” in these moments, such citations remain as- sertions gesturing to a dialogue to come. In this sense Religion as Critique is a thoroughly optimistic book. Whether such optimism is warranted might call for a third part to follow “Formulation” and “Illustration”: “Reckoning.” Basit Kareem IqbalPhD candidate, Department of Anthropologyand Program in Critical TheoryUniversity of California, Berkeley

Background and Objective: Suicide attempts are 10-20X more common than completed suicide and an important risk factor for death by suicide, yet most people who attempt suicide do not die by suicide. The process of recovering after a suicide attempt has not been well studied. The Reasons to go on Living (RTGOL) Project, a narrative web-based study, focuses on experiences of people who have attempted suicide and made the decision to go on living, a process not well studied. Narrative research is ideally suited to understanding personal experiences critical to recovery following a suicide attempt, including the transition to a state of hopefulness. Voices from people with lived experience can help us plan and conceptualize this work. This paper reports on a secondary research question of the larger study: what stories do participants tell of the positive role/impact of the mental health system. Material and Methods: A website created for The RTGOL Project (www.thereasons.ca) enabled participants to anonymously submit a story about their suicide attempt and recovery, a process which enabled participation from a large and diverse group of participants. The only direction given was “if you have made a suicide attempt or seriously considered suicide and now want to go on living, we want to hear from you.” The unstructured narrative format allowed participants to describe their experiences in their own words, to include and emphasize what they considered important. Over 5 years, data analysis occurred in several phases over the course of the study, resulting in the identification of data that were inputted into an Excel file. This analysis used stories where participants described positive involvement with the mental health system (50 stories). Results: Several participants reflected on experiences many years previous, providing the privilege of learning how their life unfolded, what made a difference. Over a five-year period, 50 of 226 stories identified positive experiences with mental health care with sufficient details to allow analysis, and are the focus of this paper. There were a range of suicidal behaviours in these 50 stories, from suicidal ideation only to medically severe suicide attempts. Most described one or more suicide attempts. Three themes identified included: 1) trust and relationship with a health care professional, 2) the role of friends and family and friends, and 3) a wide range of services. Conclusion: Stories open a window into the experiences of the period after a suicide attempt. This study allowed for an understanding of how mental health professionals might help individuals who have attempted suicide write a different story, a life-affirming story. The stories that participants shared offer some understanding of “how” to provide support at a most-needed critical juncture for people as they interact with health care providers, including immediately after a suicide attempt. Results of this study reinforce that just one caring professional can make a tremendous difference to a person who has survived a suicide attempt. Key Words: web-based; suicide; suicide attempt; mental health system; narrative research Word Count: 478 Introduction My Third (or fourth) Suicide AttemptI laid in the back of the ambulance, the snow of too many doses of ativan dissolving on my tongue.They hadn't even cared enough about meto put someone in the back with me,and so, frustrated,I'd swallowed all the pills I had with me— not enough to do what I wanted it to right then,but more than enough to knock me out for a good 14 hours.I remember very little after that;benzodiazepines like ativan commonly cause pre- and post-amnesia, says Google helpfullyI wake up in a locked rooma woman manically drawing on the windows with crayonsthe colors of light through the glassdiffused into rainbows of joy scattered about the roomas if she were coloring on us all,all of the tattered remnants of humanity in a psych wardmade into a brittle mosaic, a quilt of many hues, a Technicolor dreamcoatand I thoughtI am so glad to be able to see this. (Story 187)The nurse opening that door will have a lasting impact on how this story unfolds and on this person’s life. Each year, almost one million people die from suicide, approximately one death every 40 seconds. Suicide attempts are much more frequent, with up to an estimated 20 attempts for every death by suicide.1 Suicide-related behaviours range from suicidal ideation and self-injury to death by suicide. We are unable to directly study those who die by suicide, but effective intervention after a suicide attempt could reduce the risk of subsequent death by suicide. Near-fatal suicide attempts have been used to explore the boundary with completed suicides. Findings indicated that violent suicide attempters and serious attempters (seriousness of the medical consequences to define near-fatal attempts) were more likely to make repeated, and higher lethality suicide attempts.2 In a case-control study, the medically severe suicide attempts group (78 participants), epidemiologically very similar to those who complete suicide, had significantly higher communication difficulties; the risk for death by suicide multiplied if accompanied by feelings of isolation and alienation.3 Most research in suicidology has been quantitative, focusing almost exclusively on identifying factors that may be predictive of suicidal behaviours, and on explanation rather than understanding.4 Qualitative research, focusing on the lived experiences of individuals who have attempted suicide, may provide a better understanding of how to respond in empathic and helpful ways to prevent future attempts and death by suicide.4,5 Fitzpatrick6 advocates for narrative research as a valuable qualitative method in suicide research, enabling people to construct and make sense of the experiences and their world, and imbue it with meaning. A review of qualitative studies examining the experiences of recovering from or living with suicidal ideation identified 5 interconnected themes: suffering, struggle, connection, turning points, and coping.7 Several additional qualitative studies about attempted suicide have been reported in the literature. Participants have included patients hospitalized for attempting suicide8, and/or suicidal ideation,9 out-patients following a suicide attempt and their caregivers,10 veterans with serious mental illness and at least one hospitalization for a suicide attempt or imminent suicide plan.11 Relationships were a consistent theme in these studies. Interpersonal relationships and an empathic environment were perceived as therapeutic and protective, enabling the expression of thoughts and self-understanding.8 Given the connection to relationship issues, the authors suggested it may be helpful to provide support for the relatives of patients who have attempted suicide. A sheltered, friendly environment and support systems, which included caring by family and friends, and treatment by mental health professionals, helped the suicidal healing process.10 Receiving empathic care led to positive changes and an increased level of insight; just one caring professional could make a tremendous difference.11 Kraft and colleagues9 concluded with the importance of hearing directly from those who are suicidal in order to help them, that only when we understand, “why suicide”, can we help with an alternative, “why life?” In a grounded theory study about help-seeking for self-injury, Long and colleagues12 identified that self-injury was not the problem for their participants, but a panacea, even if temporary, to painful life experiences. Participant narratives reflected a complex journey for those who self-injured: their wish when help-seeking was identified by the theme “to be treated like a person”. There has also been a focus on the role and potential impact of psychiatric/mental health nursing. Through interviews with experienced in-patient nurses, Carlen and Bengtsson13 identified the need to see suicidal patients as subjective human beings with unique experiences. This mirrors research with patients, which concluded that the interaction with personnel who are devoted, hope-mediating and committed may be crucial to a patient’s desire to continue living.14 Interviews with individuals who received mental health care for a suicidal crisis following a serious attempt led to the development of a theory for psychiatric nurses with the central variable, reconnecting the person with humanity across 3 phases: reflecting an image of humanity, guiding the individual back to humanity, and learning to live.15 Other research has identified important roles for nurses working with patients who have attempted suicide by enabling the expression of thoughts and developing self-understanding8, helping to see things differently and reconnecting with others,10 assisting the person in finding meaning from their experience to turn their lives around, and maintain/and develop positive connections with others.16 However, one literature review identified that negative attitudes toward self-harm were common among nurses, with more positive attitudes among mental health nurses than general nurses. The authors concluded that education, both reflective and interactive, could have a positive impact.17 This paper is one part of a larger web-based narrative study, the Reasons to go on Living Project (RTGOL), that seeks to understand the transition from making a suicide attempt to choosing life. When invited to tell their stories anonymously online, what information would people share about their suicide attempts? This paper reports on a secondary research question of the larger study: what stories do participants tell of the positive role/impact of the mental health system. The focus on the positive impact reflects an appreciative inquiry approach which can promote better practice.18 Methods Design and Sample A website created for The RTGOL Project (www.thereasons.ca) enabled participants to anonymously submit a story about their suicide attempt and recovery. Participants were required to read and agree with a consent form before being able to submit their story through a text box or by uploading a file. No demographic information was requested. Text submissions were embedded into an email and sent to an account created for the Project without collecting information about the IP address or other identifying information. The content of the website was reviewed by legal counsel before posting, and the study was approved by the local Research Ethics Board. Stories were collected for 5 years (July 2008-June 2013). The RTGOL Project enabled participation by a large, diverse audience, at their own convenience of time and location, providing they had computer access. The unstructured narrative format allowed participants to describe their experiences in their own words, to include and emphasize what they considered important. Of the 226 submissions to the website, 112 described involvement at some level with the mental health system, and 50 provided sufficient detail about positive experiences with mental health care to permit analysis. There were a range of suicidal behaviours in these 50 stories: 8 described suicidal ideation only; 9 met the criteria of medically severe suicide attempts3; 33 described one or more suicide attempts. For most participants, the last attempt had been some years in the past, even decades, prior to writing. Results Stories of positive experiences with mental health care described the idea of a door opening, a turning point, or helping the person to see their situation differently. Themes identified were: (1) relationship and trust with a Health Care Professional (HCP), (2) the role of family and friends (limited to in-hospital experiences), and (3) the opportunity to access a range of services. The many reflective submissions of experiences told many years after the suicide attempt(s) speaks to the lasting impact of the experience for that individual. Trust and Relationship with a Health Care Professional A trusting relationship with a health professional helped participants to see things in a different way, a more hopeful way and over time. “In that time of crisis, she never talked down to me, kept her promises, didn't panic, didn't give up, and she kept believing in me. I guess I essentially borrowed the hope that she had for me until I found hope for myself.” (Story# 35) My doctor has worked extensively with me. I now realize that this is what will keep me alive. To be able to feel in my heart that my doctor does care about me and truly wants to see me get better.” (Story 34). The writer in Story 150 was a nurse, an honours graduate. The 20 years following graduation included depression, hospitalizations and many suicide attempts. “One day after supper I took an entire bottle of prescription pills, then rode away on my bike. They found me late that night unconscious in a downtown park. My heart threatened to stop in the ICU.” Then later, “I finally found a person who was able to connect with me and help me climb out of the pit I was in. I asked her if anyone as sick as me could get better, and she said, “Yes”, she had seen it happen. Those were the words I had been waiting to hear! I quickly became very motivated to get better. I felt heard and like I had just found a big sister, a guide to help me figure out how to live in the world. This person was a nurse who worked as a trauma therapist.” At the time when the story was submitted, the writer was applying to a graduate program. Role of Family and Friends Several participants described being affected by their family’s response to their suicide attempt. Realizing the impact on their family and friends was, for some, a turning point. The writer in Story 20 told of experiences more than 30 years prior to the writing. She described her family of origin as “truly dysfunctional,” and she suffered from episodes of depression and hospitalization during her teen years. Following the birth of her second child, and many family difficulties, “It was at this point that I became suicidal.” She made a decision to kill herself by jumping off the balcony (6 stories). “At the very last second as I hung onto the railing of the balcony. I did not want to die but it was too late. I landed on the parking lot pavement.” She wrote that the pain was indescribable, due to many broken bones. “The physical pain can be unbearable. Then you get to see the pain and horror in the eyes of someone you love and who loves you. Many people suggested to my husband that he should leave me in the hospital, go on with life and forget about me. During the process of recovery in the hospital, my husband was with me every day…With the help of psychiatrists and a later hospitalization, I was actually diagnosed as bipolar…Since 1983, I have been taking lithium and have never had a recurrence of suicidal thoughts or for that matter any kind of depression.” The writer in Story 62 suffered childhood sexual abuse. When she came forward with it, she felt she was not heard. Self-harm on a regular basis was followed by “numerous overdoses trying to end my life.” Overdoses led to psychiatric hospitalizations that were unhelpful because she was unable to trust staff. “My way of thinking was that ending my life was the only answer. There had been numerous attempts, too many to count. My thoughts were that if I wasn’t alive I wouldn’t have to deal with my problems.” In her final attempt, she plunged over the side of a mountain, dropping 80 feet, resulting in several serious injuries. “I was so angry that I was still alive.” However, “During my hospitalization I began to realize that my family and friends were there by my side continuously, I began to realize that I wasn't only hurting myself. I was hurting all the important people in my life. It was then that I told myself I am going to do whatever it takes.” A turning point is not to say that the difficulties did not continue. The writer of Story 171 tells of a suicide attempt 7 years previous, and the ongoing anguish. She had been depressed for years and had thoughts of suicide on a daily basis. After a serious overdose, she woke up the next day in a hospital bed, her husband and 2 daughters at her bed. “Honestly, I was disappointed to wake up. But, then I saw how scared and hurt they were. Then I was sorry for what I had done to them. Since then I have thought of suicide but know that it is tragic for the family and is a hurt that can never be undone. Today I live with the thought that I am here for a reason and when it is God's time to take me then I will go. I do believe living is harder than dying. I do believe I was born for a purpose and when that is accomplished I will be released. …Until then I try to remind myself of how I am blessed and try to appreciate the wonders of the world and the people in it.” Range of Services The important role of mental health and recovery services was frequently mentioned, including dialectical behavioural therapy (DBT)/cognitive-behavioural therapy (CBT), recovery group, group therapy, Alcoholics Anonymous, accurate diagnosis, and medications. The writer in Story 30 was 83 years old when she submitted her story, reflecting on a life with both good and bad times. She first attempted suicide at age 10 or 12. A serious post-partum depression followed the birth of her second child, and over the years, she experienced periods of suicidal intent: “Consequently, a few years passed and I got to feeling suicidal again. I had pills in one pocket and a clipping for “The Recovery Group” in the other pocket. As I rode on the bus trying to make up my mind, I decided to go to the Recovery Group first. I could always take the pills later. I found the Recovery Group and yoga helpful; going to meetings sometimes twice a day until I got thinking more clearly and learned how to deal with my problems.” Several participants described the value of CBT or DBT in learning to challenge perceptions. “I have tools now to differentiate myself from the illness. I learned I'm not a bad person but bad things did happen to me and I survived.”(Story 3) “The fact is that we have thoughts that are helpful and thoughts that are destructive….. I knew it was up to me if I was to get better once and for all.” (Story 32): “In the hospital I was introduced to DBT. I saw a nurse (Tanya) every day and attended a group session twice a week, learning the techniques. I worked with the people who wanted to work with me this time. Tanya said the same thing my counselor did “there is no study that can prove whether or not suicide solves problems” and I felt as though I understood it then. If I am dead, then all the people that I kept pushing away and refusing their help would be devastated. If I killed myself with my own hand, my family would be so upset. DBT taught me how to ‘ride my emotional wave’. ……….. DBT has changed my life…….. My life is getting back in order now, thanks to DBT, and I have lots of reasons to go on living.”(Story 19) The writer of Story 67 described the importance of group therapy. “Group therapy was the most helpful for me. It gave me something besides myself to focus on. Empathy is such a powerful emotion and a pathway to love. And it was a huge relief to hear others felt the same and had developed tools of their own that I could try for myself! I think I needed to learn to communicate and recognize when I was piling everything up to build my despair. I don’t think I have found the best ways yet, but I am lifetimes away from that teenage girl.” (Story 67) The author of story 212 reflected on suicidal ideation beginning over 20 years earlier, at age 13. Her first attempt was at 28. “I thought everyone would be better off without me, especially my children, I felt like the worst mum ever, I felt like a burden to my family and I felt like I was a failure at life in general.” She had more suicide attempts, experienced the death of her father by suicide, and then finally found her doctor. “Now I’m on meds for a mood disorder and depression, my family watch me closely, and I see my doctor regularly. For the first time in 20 years, I love being a mum, a sister, a daughter, a friend, a cousin etc.” Discussion The 50 stories that describe positive experiences in the health care system constitute a larger group than most other similar studies, and most participants had made one or more suicide attempts. Several writers reflected back many years, telling stories of long ago, as with the 83-year old participant (Story 30) whose story provided the privilege of learning how the author’s life unfolded. In clinical practice, we often do not know – how did the story turn out? The stories that describe receiving health care speak to the impact of the experience, and the importance of the issues identified in the mental health system. We identified 3 themes, but it was often the combination that participants described in their stories that was powerful, as demonstrated in Story 20, the young new mother who had fallen from a balcony 30 years earlier. Voices from people with lived experience can help us plan and conceptualize our clinical work. Results are consistent with, and add to, the previous work on the importance of therapeutic relationships.8,10,11,14–16 It is from the stories in this study that we come to understand the powerful experience of seeing a family members’ reaction following a participant’s suicide attempt, and how that can be a potent turning point as identified by Lakeman and Fitzgerald.7 Ghio and colleagues8 and Lakeman16 identified the important role for staff/nurses in supporting families due to the connection to relationship issues. This research also calls for support for families to recognize the important role they have in helping the person understand how much they mean to them, and to promote the potential impact of a turning point. The importance of the range of services reflect Lakeman and Fitzgerald’s7 theme of coping, associating positive change by increasing the repertoire of coping strategies. These findings have implications for practice, research and education. Working with individuals who are suicidal can help them develop and tell a different story, help them move from a death-oriented to life-oriented position,15 from “why suicide” to “why life.”9 Hospitalization provides a person with the opportunity to reflect, to take time away from “the real world” to consider oneself, the suicide attempt, connections with family and friends and life goals, and to recover physically and emotionally. Hospitalization is also an opening to involve the family in the recovery process. The intensity of the immediate period following a suicide attempt provides a unique opportunity for nurses to support and coach families, to help both patients and family begin to see things differently and begin to create that different story. In this way, family and friends can be both a support to the person who has attempted suicide, and receive help in their own struggles with this experience. It is also important to recognize that this short period of opportunity is not specific to the nurses in psychiatric units, as the nurses caring for a person after a medically severe suicide attempt will frequently be the nurses in the ICU or Emergency departments. Education, both reflective and interactive, could have a positive impact.17 Helping staff develop the attitudes, skills and approach necessary to be helpful to a person post-suicide attempt is beginning to be reported in the literature.21 Further implications relate to nursing curriculum. Given the extent of suicidal ideation, suicide attempts and deaths by suicide, this merits an important focus. This could include specific scenarios, readings by people affected by suicide, both patients themselves and their families or survivors, and discussions with individuals who have made an attempt(s) and made a decision to go on living. All of this is, of course, not specific to nursing. All members of the interprofessional health care team can support the transition to recovery of a person after a suicide attempt using the strategies suggested in this paper, in addition to other evidence-based interventions and treatments. Findings from this study need to be considered in light of some specific limitations. First, the focus was on those who have made a decision to go on living, and we have only the information the participants included in their stories. No follow-up questions were possible. The nature of the research design meant that participants required access to a computer with Internet and the ability to communicate in English. This study does not provide a comprehensive view of in-patient care. However, it offers important inputs to enhance other aspects of care, such as assessing safety as a critical foundation to care. We consider these limitations were more than balanced by the richness of the many stories that a totally anonymous process allowed. Conclusion Stories open a window into the experiences of a person during the period after a suicide attempt. The RTGOL Project allowed for an understanding of how we might help suicidal individuals change the script, write a different story. The stories that participants shared give us some understanding of “how” to provide support at a most-needed critical juncture for people as they interact with health care providers immediately after a suicide attempt. While we cannot know the experiences of those who did not survive a suicide attempt, results of this study reinforce that just one caring professional can make a crucial difference to a person who has survived a suicide attempt. We end with where we began. Who will open the door? References 1. World Health Organization. Suicide prevention and special programmes. http://www.who.int/mental_health/prevention/suicide/suicideprevent/en/index.html Geneva: Author; 2013.2. Giner L, Jaussent I, Olie E, et al. Violent and serious suicide attempters: One step closer to suicide? J Clin Psychiatry 2014:73(3):3191–197.3. Levi-Belz Y, Gvion Y, Horesh N, et al. Mental pain, communication difficulties, and medically serious suicide attempts: A case-control study. Arch Suicide Res 2014:18:74–87.4. Hjelmeland H and Knizek BL. Why we need qualitative research in suicidology? Suicide Life Threat Behav 2010:40(1):74–80.5. Gunnell D. A population health perspective on suicide research and prevention: What we know, what we need to know, and policy priorities. Crisis 2015:36(3):155–60.6. Fitzpatrick S. Looking beyond the qualitative and quantitative divide: Narrative, ethics and representation in suicidology. Suicidol Online 2011:2:29–37.7. Lakeman R and FitzGerald M. How people live with or get over being suicidal: A review of qualitative studies. J Adv Nurs 2008:64(2):114–26.8. Ghio L, Zanelli E, Gotelli S, et al. Involving patients who attempt suicide in suicide prevention: A focus group study. J Psychiatr Ment Health Nurs 2011:18:510–18.9. Kraft TL, Jobes DA, Lineberry TW., Conrad, A., & Kung, S. Brief report: Why suicide? Perceptions of suicidal inpatients and reflections of clinical researchers. Arch Suicide Res 2010:14(4):375-382.10. Sun F, Long A, Tsao L, et al. The healing process following a suicide attempt: Context and intervening conditions. Arch Psychiatr Nurs 2014:28:66–61.11. Montross Thomas L, Palinkas L, et al. Yearning to be heard: What veterans teach us about suicide risk and effective interventions. Crisis 2014:35(3):161–67.12. Long M, Manktelow R, and Tracey A. The healing journey: Help seeking for self-injury among a community population. Qual Health Res 2015:25(7):932–44.13. Carlen P and Bengtsson A. Suicidal patients as experienced by psychiatric nurses in inpatient care. Int J Ment Health Nurs 2007:16:257–65.14. Samuelsson M, Wiklander M, Asberg M, et al. Psychiatric care as seen by the attempted suicide patient. J Adv Nurs 2000:32(3):635–43.15. Cutcliffe JR, Stevenson C, Jackson S, et al. A modified grounded theory study of how psychiatric nurses work with suicidal people. Int J Nurs Studies 2006:43(7):791–802.16. Lakeman, R. What can qualitative research tell us about helping a person who is suicidal? Nurs Times 2010:106(33):23–26.17. Karman P, Kool N, Poslawsky I, et al. Nurses’ attitudes toward self-harm: a literature review. J Psychiatr Ment Health Nurs 2015:22:65–75.18. Carter B. ‘One expertise among many’ – working appreciatively to make miracles instead of finding problems: Using appreciative inquiry as a way of reframing research. J Res Nurs 2006:11(1): 48–63.19. Lieblich A, Tuval-Mashiach R, Zilber T. Narrative research: Reading, analysis, and interpretation. Sage Publications; 1998.20. Braun V and Clarke V. Using thematic analysis in psychology. Qual Res Psychol 2006:3(2):77–101.21. Kishi Y, Otsuka K, Akiyama K, et al. Effects of a training workshop on suicide prevention among emergency room nurses. Crisis 2014:35(5):357–61.

Purpose: The present study sought to investigate whether tax management influences the equity cost of Brazilian companies listed in Brazil, Bolsa e Balcão (B3) from 2014 to 2018. Methodology: The study included the analysis of Proxie Book-Tax Differences (BTD) as a tool for identifying tax management, as suggested in the work of Moreira e Silva (2019), as well as the control variables, which are the return on equity (ROE), market value (QTOBIN), company size (LNAT) and company financial leverage (ALV). For data collection, the Bloomberg® database and the Reference Form available on the B3 website were used. For that, it was used the Multiple Linear Regression of the data type in balanced panel, resulting in a final sample formed by 630 observations. Results: Through BTD proxie, referring to the difference between accounting profit and tax profit, and used to capture tax management in this research, it was not possible to identify any relationship with the equity cost. Thus, for the purposes of this research, the theoretical adequacy and the statistical models used did not show that good tax management practices have a positive or negative effect on the equity cost. Contributions of the Study: It is observed that Brazilian studies did not analyze the effect of tax management on the equity cost in Brazilian companies using the Book-Tax Differences (BTD) indicator as a tool for identifying tax management and its influence on the cost of capital. So, this research followed the recommendation suggested by Moreira e Silva (2019), to analyze this cost with another indicator, in this case, Book-Tax Differences (BTD). According to the results, it was not possible to identify any relationship with the equity cost, thus contributing to the consolidation of the findings by Goh et al. (2016) and Moreira e Silva (2019) who present CashETR as the best metric for tax management, given that the results presented using the variables ETR and BTD, demonstrated that the cost of capital required by investors was unrelated to the fiscal aggressiveness of companies.

<p>Medisinsk forskning har ført til store framskritt de siste tiårene. Det er investert mye mer ressurser på basalforskning og klinisk forskning enn på å utvikle og evaluere metoder for å sikre at pasientene får nytte av forskningen. Formålet med implementeringsforskning er å redusere gapet mellom forskning og praksis, ved å utvikle og evaluere tiltak som kan sikre at behandlingen som pasientene mottar er kunnskapsbasert, at den er omsorgsfull og av god kvalitet.</p><p>I denne artikkelen gjør vi rede for hva implementering og implementeringsforskning er. Vi belyser historikken til denne unge vitenskapen, og illustrerer mangfoldet i de faglige tilnærmingene og begrepene som brukes om det å få forskning brukt i praksis. Det finnes en rekke teorier om endring av atferd, både på individnivå og på organisatorisk nivå. Teoriene er imidlertid i liten grad testet empirisk, særlig når det gjelder å endre atferd i helsetjenesten.</p><p>Systematiske oversikter over metodisk gode studier er den beste kilden til informasjon om effekt av implementeringstiltak. The Cochrane Effective Practice and Organisation of Care Group (EPOC) er en viktig kilde for slike oversikter. De systematiske oversiktene som er utarbeidet på dette feltet viser at passive dissemineringstiltak har begrenset effekt, mens mer aktive tiltak kan ha liten til moderat effekt. Det er ofte betydelig variasjon i effekt på tvers av studiene. Det er derfor viktig å få bedre kunnskap om hvilke faktorer som kan forklare slike forskjeller i effekt.</p><p>Vi gir eksempler på norske implementeringsstudier, og refererer bidrag fra forskere ved Kunnskapssenteret. Implementeringsforskningen kan, hvis den lykkes, sikre pasientene bedre behandling.</p><p>Flottorp S, Aakhus E. <strong>Implementation research: science for improving practice</strong>. Nor J Epidemiol 201 3; <strong>23</strong> (2): 187-196.</p><p><strong>ENGLISH SUMMARY </strong></p><p>Medical research has led to major advances in recent decades. More resources have been invested in basic and clinical research than into the development and evaluation of methods to ensure that patients benefit of research findings. The purpose of implementation research is to reduce the gap between research and practice, by developing and evaluating measures to ensure that the treatment patients receive is evidencebased, caring and of high quality.</p><p>In this article, we briefly explain implementation and implementation research. We illustrate the history of this young science, and the diversity of academic approaches and concepts used when trying to get research into practice. There are a number of theories about behavioural change, both at the individual and organisational level. The theories are, however, rarely tested empirically, especially when it comes to changing behaviour in the health services.</p><p>Systematic reviews of methodologically rigorous studies are the best source of information about the effects of implementation interventions. The Cochrane Effective Practice and Organisation of Care Group (EPOC) is a major source of such reviews. The systematic reviews that have been produced in this area indicate that passive dissemination has limited impact, while more active interventions may have small to moderate effects. There is often considerable variation in the effects across studies. It is therefore important to gain better knowledge of the factors that may explain such effect-differences.</p><p>We give examples of Norwegian implementation studies, and refer contributions from researchers at the Norwegian Knowledge Centre for the Health Services. Implementation research has the potential, if successful, to ensure that patients receive better health care.</p>

There’s no reason to think that Jesus wouldn’t have Facebooked or twittered if he came into the world now. Can you imagine his killer status updates? Reverend Schenck, New York, All Saints Episcopal Church (Mapes) The fundamental problem of religious communication is how best to represent and mediate the sacred. (O’Leary 787) What would Jesus tweet? Historically, the quest for sacred connections has relied on the mediation of faith communication via technological implements, from the use of the drum to mediate the Divine, to the use of the mechanical clock by monks as reminders to observe the canonical hours of prayer (Mumford). Today, religious communication practices increasingly implicate Web 2.0, or interactive, user-generated content like blogs (Cheong, Halavis & Kwon), and microblogs like “tweets” of no more than 140 characters sent via Web-based applications like text messaging, instant messaging, e-mail, or on the Web. According to the Pew Internet and American Life Project’s latest report in October 2009, 19% of online adults said that they used a microblogging service to send messages from a computer or mobile device to family and friends who have signed up to receive them (Fox, Zickuhr & Smith). The ascendency of microblogging leads to interesting questions of how new media use alters spatio-temporal dynamics in peoples’ everyday consciousness, including ways in which tweeting facilitates ambient religious interactions. The notion of ambient strikes a particularly resonant chord for religious communication: many faith traditions advocate the practice of sacred mindfulness, and a consistent piety in light of holy devotion to an omnipresent and omniscient Divine being. This paper examines how faith believers appropriate the emergent microblogging practices to create an encompassing cultural surround to include microblogging rituals which promote regular, heightened prayer awareness. Faith tweets help constitute epiphany and a persistent sense of sacred connected presence, which in turn rouses an identification of a higher moral purpose and solidarity with other local and global believers. Amidst ongoing tensions about microblogging, religious organisations and their leadership have also begun to incorporate Twitter into their communication practices and outreach, to encourage the extension of presence beyond the church walls. Faith Tweeting and Mobile Mediated Prayers Twitter’s Website describes itself as a new media service that help users communicate and stay connected through the exchange of quick, frequent answers to the question, “What are you doing?” Some evangelical Christian groups harness these coincident messaging flows to create meaningful pathways for personal, intercessory and synchronised prayer. Using hashtags in a Twitter post creates a community convention or grouping around faith ideas and allows others to access them. Popular faith related hashtags include #twurch (Twitter + church), #prayer, #JIL (Jesus is Lord) and #pray4 (as in, #pray4 my mother). Just as mobile telephony assists distal family members to build “connected presence” (Christensen), I suggest that faith tweets stimulating mobile mediated prayers help build a sense of closeness and “religious connected presence” amongst the distributed family of faith believers, to recreate and reaffirm Divine and corporeal bonds. Consider the Calvin Institute of Worship’s set up of six different Twitter feeds to “pray the hours”. Praying the hours is an ancient practice of praying set prayers throughout certain times of the day, as marked in the Book of Common Prayer in the Christian tradition. Inspired by the Holy Scripture’s injunction to “pray without ceasing” ( 1 Thessalonians 5:17), users can sign up to receive hourly personal or intercessory prayers sent in brief verses or view a Tweetgrid with prayer feeds, to prompt continuous prayer or help those who are unsure of what words to pray. In this way, contemporary believers may reinvent the century-old practice of constant faith mediation as Twitter use helps to reintegrate scripture into people’s daily lives. Faith tweets that goad personal and intercessory prayer also makes ambient religious life salient, and preserves self-awareness of sanctified moments during normal, everyday activities. Furthermore, while the above “praying the hours” performance promotes a specific integration of scripture or prayer into individuals’ daily rhythms, other faith tweets are more focused on evangelism: to reach others through recurrent prayers or random inspirational messages sent throughout the day. For instance, as BBC News reports, religious leaders such as Cardinal Brady, head of Ireland’s Catholic Church, encourage parishioners to use Twitter to spread “the gift of prayer”, as they microblog their daily prayers for their friends and family. Cardinal Brady commented that, “such a sea of prayer is sure to strengthen our sense of solidarity with one another and remind us those who receive them that others really do care" (emphasis mine). Indeed, Cardinal Brady’s observation is instructive to the “Twitness” of faithful microbloggers who desire to shape the blogosphere, and create new faith connections. “JesusTweeters” is a faith-based social networking site, and a service which allows users to send out messages from any random tweet from the Bible Tweet Library, or their own personal messages on a scheduled basis. The site reports that over 500 members of JesusTweeters, each with an average of 500 followers, have signed up to help “spread the Word” worldwide through Twitter. This is an interesting emergent form of Twitter action, as it translates to more than 2.5 million faith tweets being circulated online daily. Moreover, Twitter encourages ‘connected presence’ whereby the use of microblogging enables online faith believers to enjoy an intimate, ‘always on’ virtual presence with their other congregational members during times of physical absence. In the recently released e-book The Reason Your Church Must Twitter, subtitled Making Your Ministry Contagious, author and self-proclaimed ‘technology evangelist’ Anthony Coppedge advocates churches to adopt Twitter as part of their overall communication strategy to maintain relational connectedness beyond the boundaries of established institutional practices. In his book, Coppedge argues that Twitter can be used as a “megaphone” for updates and announcements or as a “conversation” to spur sharing of ideas and prayer exchanges. In line with education scholars who promote Twitter as a pedagogical tool to enhance free-flowing interactions outside of the classroom (Dunlap & Lowenthal), Coppedge encourages pastors to tweet “life application points” from their sermons to their congregational members throughout the week, to reinforce the theme of their Sunday lesson. Ministry leaders are also encouraged to adopt Twitter to “become highly accessible” to members and communicate with their volunteers, in order to build stronger ecumenical relationships. Communication technology scholar Michele Jackson notes that Twitter is a form of visible “lifelogging” as interactants self-disclose their lived-in moments (731). In the case of faith tweets, co-presence is constructed when instantaneous Twitter updates announce new happenings on the church campus, shares prayer requests, confirms details of new events and gives public commendations to celebrate victories of staff members. In this way, microblogging helps to build a portable church where fellow believers can connect to each-other via the thread of frequent, running commentaries of their everyday lives. To further develop ‘connected presence’, a significant number of Churches have also begun to incorporate real-time Twitter streams during their Sunday services. For example, to stimulate congregational members’ sharing of their spontaneous reactions to the movement of the Holy Spirit, Westwind Church in Michigan has created a dozen “Twitter Sundays” where members are free to tweet at any time and at any worship service (Rochman). At Woodlands Church in Houston, a new service was started in 2009 which encourages parishioners to tweet their thoughts, reflections and questions throughout the service. The tweets are reviewed by church staff and they are posted as scrolling visual messages on a screen behind the pastor while he preaches (Patel). It is interesting to note that recurring faith tweets spatially filling the sanctuary screens blurs the visual hierarchies between the pastor as foreground and congregations as background to the degree that tweet voices from the congregation are blended into the church worship service. The interactive use of Twitter also differs from the forms of personal silent meditation and private devotional prayer that, traditionally, most liturgical church services encourage. In this way, key to new organisational practices within religious organisations is what some social commentators are now calling “ambient intimacy”, an enveloping social awareness of one’s social network (Pontin). Indeed, several pastors have acknowledged that faith tweets have enabled them to know their congregational members’ reflections, struggles and interests better and thus they are able to improve their teaching and caring ministry to meet congregants’ evolving spiritual needs (Mapes).Microblogging Rituals and Tweeting Tensions In many ways, faith tweets can be comprehended as microblogging rituals which have an ambient quality in engendering individuals’ spiritual self and group consciousness. The importance of examining emergent cyber-rituals is underscored by Stephen O’Leary in his 1996 seminal article on Cyberspace as Sacred Space. Writing in an earlier era of digital connections, O’Leary discussed e-mail and discussion forum cyber-rituals and what ritual gains in the virtual environment aside from its conventional physiological interactions. Drawing from Walter Ong’s understanding of the “secondary orality” accompanying the shift to electronic media, he argued that cyber-ritual as performative utterances restructure and reintegrate the minds and emotions of their participants, such that they are more aware of their interior self and a sense of communal group membership. Here, the above illustrative examples show how Twitter functions as the context for contemporary, mediated ritual practices to help believers construct a connected presence and affirm their religious identities within an environment where wired communication is a significant part of everyday life. To draw from Walter Ong’s words, microblogging rituals create a new textual and visual “sensorium” that has insightful implications for communication and media scholars. Faith tweeting by restructuring believers’ consciousness and generating a heightened awareness of relationship between the I, You and the Thou opens up possibilities for community building and revitalised religiosity to counteract claims of secularisation in technologically advanced and developed countries. “Praying the hours” guided by scripturally inspired faith tweets, for example, help seekers and believers experience epiphany and practice their faith in a more holistic way as they de-familarize mundane conditions and redeem a sense of the sacred from their everyday surrounds. Through the intermittent sharing of intercessory prayer tweets, faithful followers enact prayer chains and perceive themselves to be immersed in invariable spiritual battle to ward off evil ideology or atheistic beliefs. Moreover, the erosion of the authority of the church is offset by changed leadership practices within religious organisations which have experimented and actively incorporated Twitter into their daily institutional practices. To the extent that laity are willing to engage, creative practices to encourage congregational members to tweet during and after the service help revivify communal sentiments and a higher moral purpose through identification and solidarity with clergy leaders and other believers. Yet this ambience has its possible drawbacks as some experience tensions in their perception and use of Twitter as new technology within the church. Microblogging rituals may have negative implications for individual believers and religious organisations as they can weaken or pervert the existing relational links. As Pauline Cheong and Jessie Poon have pointed out, use of the Internet within religious organisations may bring about an alternative form of “perverse religious social capital building” as some clergy view that online communication detracts from real time relations and physical rituals. Indeed, some religious leaders have already articulated their concerns about Twitter and new tensions they experience in balancing the need to engage with new media audiences and the need for quiet reflection that spiritual rites such as confession of sins and the Holy Communion entail. According to the critics of faith tweeting, microblogging is time consuming and contributes to cognitive overload by taking away one’s attention to what is noteworthy at the moment. For Pastor Hayes of California for example, Twitter distracts his congregation’s focus on the sermon and thus he only recommends his members to tweet after the service. In an interview with the Houston Chronicle, he said: “If two people are talking at the same time, somebody’s not listening”, and “You cannot do two things at once and expect you’re not going to miss something” (Patel). Furthermore, similar to prior concerns voiced with new technologies, there are concerns over inappropriate tweet content that can comprise of crudity, gossip, malevolent and hate messages, which may be especially corrosive to faith communities that strive to model virtues like love, temperance and truth-telling (Vitello). In turn, some congregational members are also experiencing frustrations as they negotiate church boundaries and other members’ disapproval of their tweeting practices during service and church events. Censure of microblogging has taken the form of official requests for tweeting members to leave the sanctuary, to less formal social critique and the application of peer pressure to halt tweeting during religious proceedings and activities (Mapes). As a result of these connectivity tensions, varying recommendations have been recently published as fresh efforts to manage religious communication taking place in ambience. For instance, Coppedge recommends every tweeting church to include Twitter usage in their “church communications policy” to promote accountability within the organisation. The policy should include guidelines against excessive use of Twitter as spam, and for at least one leader to subscribe and monitor every Twitter account used. Furthermore, the Interpreter magazine of the United Methodist Church worldwide featured recommendations by Rev. Safiyah Fosua who listed eight important attributes for pastors wishing to incorporate Twitter during their worship services (Rice). These attributes are: highly adaptive; not easily distracted; secure in their presentation style; not easily taken aback when people appear to be focused on something other than listenin; into quality rather than volume; not easily rattled by things that are new; secure enough as a preacher to let God work through whatever is tweeted even if it is not the main points of the sermon; and carried on the same current the congregation is travelling on. For the most part, these attributes underscore how successful (read wired) contemporary religious leaders should be tolerant of ambient religious communication and of blurring hierarchies of information control when faced with microblogging and the “inexorable advance of multimodal connectedness” (Schroeder 1). To conclude, the rise of faith tweeting opens up a new portal to investigate accretive changes to culture as microblogging rituals nurture piety expressed in continuous prayer, praise and ecclesial updates. The emergent Twitter sensorium demonstrates the variety of ways in which religious adherents appropriate new media within the ken and tensions of their daily lives. References BBC News. “Twitter Your Prayer says Cardinal.” 27 April 2009. ‹http://news.bbc.co.uk/go/pr/fr/-/2/hi/uk_news/northern_ireland/8020285.stm›. Cheong, P.H., A. Halavis and K. Kwon. “The Chronicles of Me: Understanding Blogging as a Religious Practice. Journal of Media and Religion 7 (2008): 107-131. Cheong, P.H., and J.P.H. Poon. “‘WWW.Faith.Org’: (Re)structuring Communication and Social Capital Building among Religious Organizations.” Information, Communication and Society 11.1 (2008): 89-110. Christensen, Toke Haunstrup. “‘Connected Presence’ in Distributed Family Life.” New Media and Society 11 (2009): 433-451. Coppedge, Anthony. “The Reason Your Church Must Twitter: Making Your Ministry Contagious.” 2009. ‹http://www.twitterforchurches.com/›. Dunlap, Joanna, and Patrick Lowenthal. “Tweeting the Night Away: Using Twitter to Enhance Social Presence.” Journal of Information Systems Education 20.2 (2009): 129-135. Fox, Susannah, Kathryn Zickuhr, and Aaron Smith. “Twitter and Status Updating" Pew Internet & American Life Project, 2009. Oct. 2009 ‹http://www.pewinternet.org/~/media//Files/Reports/2009/PIP_Twitter_Fall_2009_web.pdf›. Jackson, Michele. “The Mash-Up: A New Archetype for Communication.” Journal of Computer-Mediated Communication 14.3 (2009): 730-734. Mapes, Diane. “Holy Twitter! Tweeting from the Pews.” 2009. 3 June 2009 ‹http://www.nbcwashington.com/.../Holy_Twitter__Tweeting_from_the_pews.html›. Mumford, Lewis. Technics and Civilization. New York: Harcourt, 1934. Patel, Purva. “Tweeting during Church Services Gets Blessing of Pastors.” Houston Chronicle (2009). 10 Oct. 2009 ‹http://www.chron.com/disp/story.mpl/metropolitan/6662287.html›. O’Leary, Stephen. ”Cyberspace as Sacred Space: Communicating Religion on Computer Networks.” Journal of the American Academy of Religion 64.4 (1996): 781-808. Pontin, Jason. “Twitter and Ambient Intimacy: How Evan Williams Helped Create the New Social Medium of Microblogging.” MIT Review 2007. 15 Nov. 2009 ‹http://www.technologyreview.com/communications/19713/?a=f›. Rice, Kami. “The New Worship Question: To Tweet or Not to Tweet.” Interpreter Magazine (Nov.-Dec. 2009). ‹http://www.interpretermagazine.org/interior.asp?ptid=43&mid=13871›. Rochman, Bonnie. “Twittering in Church, with the Pastor’s O.K.” Time 3 May 2009. ‹http://www.time.com/time/business/article/0,8599,1895463,00.html›. Schroeder, Ralph. “Mobile Phones and the Inexorable Advance of Multimodal Connectedness.” New Media and Society 12.1 (2010): 75-90. Vitello, Paul. “Lead Us to Tweet, and Forgive the Trespassers.” New York Times 5 July 2009. ‹http://www.nytimes.com/2009/07/05/technology/internet/05twitter.html›.

“The intellect must not only desire surreptitious delights; it must become completely free and celebrate Saturnalia.” (Nietzsche 6) Theory-jamming suggests an array of eclectic methods, deployed in response to emerging conditions, using traditional patterns to generate innovative moves, seeking harmony and syncopation, transparent about purpose and power, aiming for demonstrable certainties while aware of their own provisional fragility. In this paper, theory-jamming is suggested as an antidote for the confusion and disarray that typifies communication theory. Communication theory as the means to conceptualise the transmission of information and the negotiation of meaning has never been a stable entity. Entrenched divisions between ‘administrative’ and ‘critical’ tendencies are played out within schools and emerging disciplines and across a range of scientific/humanist, quantitative/qualitative and political/cultural paradigms. “Of course, this is only the beginning of the mischief for there are many other polarities at play and a host of variations within polar contrasts” (Dervin, Shields and Song). This paper argues that the play of contending schools with little purchase on each other, or anything much, has turned meta-discourse about communication into an ontological spiral. Perhaps the only way to ride out this storm is to look towards communication practices that confront these issues and appreciate their theoretical underpinnings. From its roots in jazz and blues to its contemporary manifestations in rap and hip-hop and throughout the communication industries, the jam (or improvised reorganisation of traditional themes into new and striking patterns) confronts the ontological spiral in music, and life, by taking the flotsam flung out of the spiral to piece together the means to transcend the downward pull into the abyss. Many pretenders have a theory. Theory abounds: language theory, number theory, game theory, quantum theory, string theory, chaos theory, cyber-theory, queer theory, even conspiracy theory and, most poignantly, the putative theory of everything. But since Bertrand Russell’s unsustainable class of all classes, Gödel’s systemically unprovable propositions and Heisenberger’s uncertainty principle, the propensity for theories to fall into holes in themselves has been apparent. Nowhere is this more obvious than in communication theory where many schools contend without actually connecting to each other. From the 1930s, as the mass media formed, there have been administrative and critical tendencies at war in the communication arena. Some point to the origins of the split in the Institute of Social Research’s Radio Project where pragmatic sociologist, Paul Lazarsfeld broke with Frankfurt School critical theorist, Theodor Adorno over the quality of data. Lazarsfeld was keen to produce results while Adorno complained the data over-simplified the relationship between mass media and audiences (Rogers). From this split grew the twin disciplines of mass communication (quantitative, liberal, commercial and lost in its obsession with the measurement of minor media effects) and cultural/media studies (qualitative, post-Marxist, radical and lost in simulacra of their own devising). The complexity of interactions between these two disciplines, with the same subject matter but very different ways of thinking about it, is the foundation of the ontological black hole in communication theory. As the disciplines have spread out across universities, professional organizations and publishers, they have been used and abused for ideological, institutional and personal purposes. By the summer of 1983, the split was documented in a special issue of the Journal of Communication titled “Ferment in the Field”. Further, professional courses in journalism, public relations, marketing, advertising and media production have complex relations with both theoretical wings, which need the student numbers and are adept at constructing and defending new boundaries. The 90s saw any number ‘wars’: Journalism vs Cultural Studies, Cultural Studies vs Cultural Policy Studies, Cultural Studies vs Public Relations, Public Relations vs Journalism. More recently, the study of new communication technologies has led to a profusion of nascent, neo-disciplines shadowing, mimicking and reacting with old communication studies: “Internet studies; New media studies; Digital media studies; Digital arts and culture studies; Cyberculture studies; Critical cyberculture studies; Networked culture studies; Informatics; Information science; Information society studies; Contemporary media studies” (Silver & Massanari 1). As this shower of cyberstudies spirals by, it is further warped by the split between the hard science of communication infrastructure in engineering and information technology and what the liberal arts have to offer. The early, heroic attempt to bridge this gap by Claude Shannon and, particularly, Warren Weaver was met with disdain by both sides. Weaver’s philosophical interpretation of Shannon’s mathematics, accommodating the interests of technology and of human communication together, is a useful example of how disparate ideas can connect productively. But how does a communications scholar find such connections? How can we find purchase amongst this avalanche of ideas and agendas? Where can we get the traction to move beyond twentieth century Balkanisation of communications theory to embrace the whole? An answer came to me while watching the Discovery Channel. A documentary on apes showed them leaping from branch to branch, settling on a swaying platform of leaves, eating and preening, then leaping into the void until they make another landing, settling again… until the next leap. They are looking for what is viable and never come to ground. Why are we concerned to ground theory which can only prove its own impossibility while disregarding the certainty of what is viable for now? I carried this uneasy insight for almost five years, until I read Nietzsche on the methods of the pre-Platonic philosophers: “Two wanderers stand in a wild forest brook flowing over rocks; the one leaps across using the stones of the brook, moving to and fro ever further… The other stands there helplessly at each moment. At first he must construct the footing that can support his heavy steps; when this does not work, no god helps him across the brook. Is it only boundless rash flight across great spaces? Is it only greater acceleration? No, it is with flights of fantasy, in continuous leaps from possibility to possibility taken as certainties; an ingenious notion shows them to him, and he conjectures that there are formally demonstrable certainties” (Nietzsche 26). Nietzsche’s advice to take the leap is salutary but theory must be more than jumping from one good idea to the next. What guidance do the practices of communication offer? Considering new forms that have developed since the 1930s, as communication theory went into meltdown, the significance of the jam is unavoidable. While the jam session began as improvised jazz and blues music for practice, fellowship and fun, it quickly became the forum for exploring new kinds of music arising from the deconstruction of the old and experimentation with technical, and ontological, possibilities. The jam arose as a spin-off of the dance music circuit in the 1930s. After the main, professional show was over, small groups would gather together in all-night dives for informal, spontaneous sessions of unrehearsed improvisation, playing for their own pleasure, “in accordance with their own esthetic [sic] standards” (Cameron 177). But the jam is much more than having a go. The improvisation occurs on standard melodies: “Theoretically …certain introductions, cadenzas, clichés and ensemble obbligati assume traditional associations (as) ‘folkways’… that are rarely written down but rather learned from hearing (“head jobs”)” (Cameron 178-9). From this platform of tradition, the artist must “imagine in advance the pattern which unfolds… select a part in the pattern appropriate to the occasion, instrument and personal abilities (then) produce startlingly distinctive sound patterns (that) rationalise the impossible.” The jam is founded on its very impossibility: “the jazz aesthetic is basically a paradox… traditionalism and the radical originality are irreconcilable” (Cameron 181). So how do we escape from this paradox, the same paradox that catches all communication theorists between the demands of the past and the impossibility of the future? “Experimentation is mandatory and formal rules become suspect because they too quickly stereotype and ossify” (Cameron 181). The jam seems to work because it offers the possibility of the impossible made real by the act of communication. This play between the possible and the impossible, the rumbling engine of narrative, is the dynamo of the jam. Theory-jamming seeks to activate just such a dynamo. Rather than having a group of players on their instruments, the communication theorist has access a range of theoretical riffs and moves that can be orchestrated to respond to the question in focus, to latest developments, to contradictions or blank spaces within theoretical terrains. The theory-jammer works to their own standards, turning ideas learned from others (‘head jobs’) into their own distinctive patterns, still reliant on traditional melody, harmony and syncopation but now bent, twisted and reorganised into an entirely new story. The practice of following old pathways to new destinations has a long tradition in the West as eclecticism, a Graeco-Roman, particularly Alexandrian, philosophical tradition from the first century BC to the end of the classical period. Typified by Potamo who “encouraged his pupils instead to learn from a variety of masters”, eclecticism sought the best from each school, “all that teaches righteousness combined, the complete eclectic unity” (Kelley 578). By selecting the best, most reasonable, most useful elements from existing philosophical beliefs, polymaths such as Cicero sought the harmonious solution of particular problems. We see something similar to eclecticism in the East in the practices of ‘wild fox zen’ which teaches liberation from conceptual fixation (Heine). The 20th century’s most interesting eclectic was probably Walter Benjamin whose method owes something to both scientific Marxism and the Jewish Kabbalah. His hero was the rag-picker who had the cunning to create life from refuse and detritus. Benjamin’s greatest work, the unfinished Arcades Project, sought to create history from the same. It is a collection of photos, ephemera and transcriptions from books and newspapers (Benjamin). The particularity of eclecticism may be contrasted with the claim to universality of syncretism, the reconciliation of disparate or opposing beliefs by melding together various schools of thought into a new orthodoxy. Theory-jammers are not looking for a final solution but rather they seek what will work on this problem now, to come to a provisional solution, always aware that other, better, further solutions may be ahead. Elements of the jam are apparent in other contemporary forms of communication. For example bricolage, the practice from art, culture and information systems, involves tinkering elements together by trial and error, in ways not originally planned. Pastiche, from literature to the movies, mimics style while creating a new message. In theatre and TV comedy, improvisation has become a style in itself. Theory-jamming has direct connections with brainstorming, the practice that originated in the advertising industry to generate new ideas and solutions by kicking around possibilities. Against the hyper-administration of modern life, as the disintegration of grand theory immobilises thinkers, theory-jamming provides the means to think new thoughts. As a political activist and communications practitioner in Australia over the last thirty years, I have always been bemused by the human propensity to factionalise. Rather than getting bogged down by positions, I have sought to use administrative structures to explore critical ideas, to marshal critical approaches into administrative apparatus, to weld together critical and administrative formations in ways useful to both sides, bust most importantly, in ways useful to human society and a healthy environment. I've been accused of selling-out by the critical camp and of being unrealistic by the administrative side. My response is that we have much more to learn by listening and adapting than we do by self-satisfied stasis. Five Theses on Theory-Jamming Eclecticism requires Ethnography: the eclectic is the ethnographer loose in their own mind. “The free spirit surveys things, and now for the first time mundane existence appears to it worthy of contemplation…” (Nietzsche 6). Enculturation and Enumeration need each other: qualitative and quantitative research work best when they work off each other. “Beginners learned how to establish parallels, by means of the Game’s symbols, between a piece of classical music and the formula for some law of nature. Experts and Masters of the Game freely wove the initial theme into unlimited combinations.” (Hesse) Ephemera and Esoterica tell us the most: the back-story is the real story as we stumble on the greatest truths as if by accident. “…the mind’s deeper currents often need to be surprised by indirection, sometimes, indeed, by treachery and ruse, as when you steer away from a goal in order to reach it more directly…” (Jameson 71). Experimentation beyond Empiricism: more than testing our sense of our sense data of the world. Communication theory extends from infra-red to ultraviolet, from silent to ultrasonic, from absolute zero to complete heat, from the sub-atomic to the inter-galactic. “That is the true characteristic of the philosophical drive: wonderment at that which lies before everyone.” (Nietzsche 6). Extravagance and Exuberance: don’t stop until you’ve got enough. Theory-jamming opens the possibility for a unified theory of communication that starts, not with a false narrative certainty, but with the gaps in communication: the distance between what we know and what we say, between what we say and what we write, between what we write and what others read back, between what others say and what we hear. References Benjamin, Walter. The Arcades Project. Cambridge, Mass: Harvard UP, 2002. Cameron, W. B. “Sociological Notes on the Jam Session.” Social Forces 33 (Dec. 1954): 177–82. Dervin, B., P. Shields and M. Song. “More than Misunderstanding, Less than War.” Paper at International Communication Association annual meeting, New York City, NY, 2005. 5 Oct. 2006 http://www.allacademic.com/meta/p13530_index.html>. “Ferment in the Field.” Journal of Communication 33.3 (1983). Heine, Steven. “Putting the ‘Fox’ Back in the ‘Wild Fox Koan’: The Intersection of Philosophical and Popular Religious Elements in The Ch’an/Zen Koan Tradition.” Harvard Journal of Asiatic Studies 56.2 (Dec. 1996): 257-317. Hesse, Hermann. The Glass Bead Game. Harmondsworth: Penguin, 1972. Jameson, Fredric. “Postmodernism, or the Cultural Logic of Late Capitalism.” New Left Review 146 (1984): 53-90. Kelley, Donald R. “Eclecticism and the History of Ideas.” Journal of the History of Ideas 62.4 (Oct. 2001): 577-592 Nietzsche, Friedrich. The Pre-Platonic Philosophers. Urbana: University of Illinois Press, 2001. Rogers, E. M. “The Empirical and the Critical Schools of Communication Research.” Communication Yearbook 5 (1982): 125-144. Shannon, C.E., and W. Weaver. The Mathematical Theory of Communication. Urbana: University of Illinois Press, 1949. Silver, David, Adrienne Massanari. Critical Cyberculture Studies. New York: NYU P, 2006. Citation reference for this article MLA Style Stockwell, Stephen. "Theory-Jamming: Uses of Eclectic Method in an Ontological Spiral." M/C Journal 9.6 (2006). echo date('d M. Y'); ?> <http://journal.media-culture.org.au/0612/09-stockwell.php>. APA Style Stockwell, S. (Dec. 2006) "Theory-Jamming: Uses of Eclectic Method in an Ontological Spiral," M/C Journal, 9(6). Retrieved echo date('d M. Y'); ?> from <http://journal.media-culture.org.au/0612/09-stockwell.php>.

In 2011 The Economist alerted us to the claim that “digital data will flood the planet.” The exponential increase in data such as e-mails, Tweets and Instagram pictures underpins claims that we are living in an age of ‘infoglut’ (Andrejevic) and information superabundance (Internet Live Stats). Several years earlier, Shirky posed this as an issue not of “information overload” but of “filter failure” (Asay). Shirky’s claim suggests that we should not despair in the face of unmanageable volumes of content, but develop ways to make sense of this information – to curate. Reflecting on his experiences of curating the Meltdown Festival, David Byrne addressed the emergence of everyday curating practices: “Nowadays, everything and everyone can be curated. There are curators of socks, menus and dirt bike trails […] Anyone who has come up with a top-ten list is, in effect, a curator. And anyone who clicks ‘Like’ is a curator.” Byrne’s comments on socks and top ten lists captures how curating can be personal. In their discussion of curating as a new literacy practice, Potter and Gilje highlight how “as well as the institutional and professional contexts for such work through the centuries and across cultures, many people have made personal collections of texts and artefacts that have stood for them in the world” (123). The emergence of easily, and often freely, available content curating tools is linked to practices of accessible curating (Good). There has been a proliferation of content curating platforms and tools. Notwithstanding that accessibility and everyday usage are often the hallmark of content curating (for example, see Villi on social curating and user-distributed content), this article specifically focuses on content curating as a service. Defining the content curator as “someone who continually finds, groups, organizes and shares the best and most relevant content on a specific issue online”, Bhargava in 2009 described content curating as the next big social media job of the future. Popova stresses the importance of authorship and approaching curating as a “form of creative labor in and of itself” and identifies content curators as “human sense-makers” in a culture of “information overload”. By addressing curating ‘content for others’ rather than other curatorship practices such as ‘content for me’ and ‘content about me’, we aim to offer insights into the professional and commercial practices of content curating. Through connecting autoethnographic research with academic literature on the concept of ‘cultural intermediaries’, we identify two ways of understanding professional content curating - connected cultural intermediation, and curating literacies. Researching Content Curators as Creative Labour In his introduction to Curation Nation, Rosenbaum suggests that there is “both amateur and professional curation, and the emergence of amateur or prosumer curators isn’t in any way a threat to professionals” (3). Likewise, we do not see a threat or tension between amateur and professional curating. We are, though keen to address ‘professional’ strategic content curating for an intended audience as a notable difference and departure. To generate detailed insights into the role of the professional content curator we employed an autoethnographic approach. Holt’s review of the literature and his own experiences of autoethnography provide a helpful overview: “autoethnography is a genre of writing and research that connects the personal to the cultural, placing the self within a social context” (2). Specifically, we focus on Couzins’ personal experiences of content curating, his professional practices and his ‘cultural milieu’ (Reed-Danahay). Couzins was a business-to-business journalist for 17 years before starting a content and communications agency that: helps organisations tell their story through curated and created stories; runs a media brand for corporate learning, which features curated content and a weekly curated e-mail; designs and delivers massive open online courses on the Curatr platform (a social learning platform designed for curating content). The research and writing process for our analysis was informed by Anderson’s approach to analytical autoethnography, and from this we stress that Couzins is a full member of the research setting. Our focus on his experiences also resonates with the use of first-hand narratives in media industries research (Holt and Perren). Following preliminary exchanges, including collaborative note taking and face-to-face conversations, Ashton created an interview schedule that was then reviewed and revised with Couzins. This schedule was used as the basis for a semi-structured interview of around 90 minutes. Both authors transcribed and coded the interview data. Through thematic analysis we identified and agreed on five codes: industry developments and business models; relationships with technologies; identifying and sharing information sources; curating literacies; expertise and working with/for clients. This research paper was then co-written. As a conversation with only two participants, our account runs up against the widely stated concern associated with autoethnography of observing too few cultural members and not spending enough time with others (Coffey; Ellis, Adams and Bochner). However, we would argue that the processes of dyadic interviewing underpinned by self-analysis provides accessible and “useful stories” (Ellis, Adams and Bochner). Specifically, Anderson’s five features helped to guide our research and writing from documenting personal experience and providing insider perspectives, to broader generalisation and “theoretical development, refinement, and extension” (387). Indeed, we see this research as complementing and contributing to the large scale survey research undertaken by Liu providing excerpts on how “technology bloggers and other professionals explain the value of curating in a networked world” (20). The major theme emerging from the interview exchange, perhaps not unexpectedly, is how professional content curating revolves around making sense of specific materials. In acting as a bridge between the content and publications of some and its reception by others, literature on cultural intermediaries was identified as a helpful conceptual pointer. The relevance of this concept and literature for exploring professional content curators is illuminated by Smith-Maguire and Matthews’ comments that “cultural intermediaries impact upon notions of what, and thereby who, is legitimate, desirable and worthy, and thus by definition what and who is not” (552). The process of curating content necessarily involves judgements on what is deemed to be desirable and worthy for clients. Scholarship on cultural intermediaries was explicitly explored in the interview and co-writing stages, and the following covers some of the meeting points between our research and this concept. Content Curators as Cultural Intermediaries: Taste, Expertise and Value The concept of cultural intermediaries has been explored by academics in relation to a range of industries. This paper does not necessarily seek to add content curators to the expanding list of occupations analysed through the cultural intermediaries’ lens. There are though a range of questions and prompts from studies on cultural intermediaries helpful for understanding the ways in which content is made sense of and circulated. Smith-Maguire and Matthews’s 2012 article ‘Are We All Cultural Intermediaries Now?’ is particularly helpful for connecting content curating with debates on cultural intermediaries. They consider how cultural intermediaries “effect other’s orientation” (552), and the question they pose is directly relevant for thinking through distinctions in curating ‘for/about me’ and ‘for others’. The following statement by Couzins on a client relationship with a private membership network provides a useful account of what the job of content curating involves: Each week I curate a set of articles or videos on hot topics that have been identified by network members. Once I have identified suitable content I upload links to their website, including a reading time and a short summary. These two elements serve to help members decide whether or not to read it and when to read it. For example, if they have a short train journey they might have time to read a ten-minute article. All articles are tagged so that the curated links become a deeper resource over time and members are alerted by e-mail each week when new links have been published. The reference to “suitable content” highlights how the curator can shape a narrative by intentionally deciding what to keep in and what to leave out. Beyond this choice of what the client is directed to, there is also the importance of the “short summary” and thus how this curated content is packaged and made sense of by the curator for the client. McFall, in her contribution to the Cultural Intermediaries Reader, offers a specific lens for examining the distinctive filtering practice of content curators as acts of ‘economization’. McFall outlines how economization “involves the work of ‘qualifying’ behaviours, organizations and institutions as economic. This is positioned in contrast to the idea that there is some kind of mystery “x-factor” which defines things as inherently economic” (46). McFall explains how “things are rendered (i.e. they become) economic through the actions of producers, governments, research organisations, media, consumers, and so forth. Economization allows for the ways things may, throughout their life cycle, move in and out of being economic” (46). Whilst McFall’s comments recognise how things may be rendered economic through, for example, a ‘top ten list’, we want to specifically examine what this rendering looks like with the ‘professional’ content curator. The act of filtering is one of rendering, and the content that is curated and shared (whether it be articles, videos, links, etc.) becomes economic within this specific context. Whilst there are many organisations that would provide the regular service of producing curated content, two distinctive approaches were revealed in our exchange. The first approach we identify concerns content curating as connected cultural intermediation, and the second approach we identify concerns facilitating curating literacies and co-creation with clients. Connected Cultural Intermediation Connected cultural intermediation refers to how content curators can connect with their own clients and with producers of content. As the following explores, these connections are built around being explicit and open about the content that curators identify and how they filter it. Being open with producers of content was important as these connections could lead to future opportunities for Couzins to identify content for his clients. Couzins addresses the connections he makes in terms of transparency, stating: “you just need to have some more transparency around you as the curator, like who you are, who you represent, why you are doing it, and the scope of what you are looking at.” Part of this involves identifying his impact and influences as a taste-shaper. Couzins remarks, “I'm creating a story […] but my point of view will be based on my interest in what I bring to the curating process.” Transparency was further presented as a part of the process in which judgements and validations are made: “My reputation as a curator is based on what I curate, right? So therefore it has to be as sound as it can be, and I try to be as dispassionate as I can be about this.” These comments capture how transparency is integral for how Couzins establishes his reputation as a content curator. Couzins promotes transparency in content usage by alerting content producers to where content is curated: I also share on Twitter, so they [producers] know it's been shared because they are included in the retweets, for example. I would tell some people that I've linked to their stuff as well, and sometimes I would also say "Thank you," to so and so for linking to that. It's like thanking my supply chain, if you like. Because it's a network. The act of retweeting also operates as a means to develop connections with producers of content. As well as indicating to producers that content is being used, Couzins’ reference to the “supply chain” indicates the importance he invests in establishing connections and the wide circulation of curated content. One approach to content curating as a commercial practice could be to limit access and create a “pay wall” style scenario in which the curated content can only be accessed after a payment. Curated materials could be sent directly to e-mail or uploaded to private websites. For Couzins however, it is access to the flows of content and the connections with others that underpin and enable his content curating commercial practice. It is important for Couzins that curated content is available to the producers, clients and more publicly through his free-to-access website and Twitter feed. The earlier reference to reputation as a curator in part concerned being dispassionate and enabling verification through open and explicit acknowledgements and links. This comment also addresses generating a reputation for “sound” information. The following comments pick this up and point to the need for engaging with different sources: “I have got my own bubble that I operate in, and it's really challenging to get out of that bubble, bring new stuff in, or review what's in there. I find myself sharing stuff quite a lot from certain places, sometimes. You've got to work at that. It's hard.” Working hard to escape from the bubble was part of Couzins’ work to build his reputation. Acknowledging producers is both a way for Couzins to promote transparency around his filtering and a way to foster new sources of content to escape the bubble: “I do build some relationships with some of the producers, because I get to know them, and I thank them, and I say, ‘That's really good,’ so I have a lot of relationships with people just through their content. But it's not a commercial relationship.” Whilst Couzins suggests there may not be a commercial relationship with the producers of content, economic significance can be seen in two ways. Firstly, moving outside of the ‘bubble’ can help the content curator make more diverse contributions and establish a reputation for this. Secondly, these connections can be of benefit to content producers as their material further circulates. Whilst there is no payment to the content producer, Couzins directs this curated content to clients and does not restrict wider public access to it in this curated form. McFall’s comments on economization stress the role of cultural intermediaries in the life cycle of how things “move in and out of being economic.” With content curating there is a ‘rendering’ of content that sees it become significant in new contexts. Here, the obvious relationship may be between Couzins and his clients. The references to transparent relationships and thanking the ‘supply chain’ show that relationships with content producers are also crucial and that the content curator needs to be continually connecting. Curating Literacies and Co-Creation In the earlier discussion of cultural intermediaries we addressed framing and how judgements can shape legitimacy, desirability and worth. With the content curating cultural intermediary practices under discussion here, a different perspective is possible in which subject specialist knowledge and expertise may not necessarily be the primary driver behind clients’ needs. The role of the content curator as cultural intermediary here is still in the rendering of content. However, it does not specifically involve the selecting content but guiding others in the framing and circulation of content. Where the concern of the client is finding appropriate ways to share the materials that they identify, then the content curator may not need subject-specialist knowledge. Here the interest in the content curating service is on the curating processes and practices, rather than content knowledge. Couzins’ account revealed that in some cases the intermediary’s role is not about the selection of material, but in the framing of material already selected by clients for wider engagement: “People internally will decide what to share and tell you why it’s worth looking at. Basically, it’s making them look like they know what they’re talking about, building their credibility.” The content curator role here does not concern selecting content, but offering guidance on how to frame it. As such, there remains a crucial “rendering” role in which the content selected by clients becomes meaningful through the guidance and input of the professional content curator. Our interview exchange also identified another scenario of relationships in which the content curator has little involvement in either selecting or framing content. Part of the commercial activity explored in our interview included supporting staff within a client’s company to showcase their expertise and knowledge through both selecting and framing content. Specifically, as Couzins outlines, this could be undertaken as a bespoke face-to-face service with in-house training: I helped one client put a curation tool into their website enabling them to become the curators. I spent a lot of time talking to them about curation and their role as curators. We split curation into topics of interest – based on the client’s area of expertise - which would be useful both internally for personal/professional development and externally for business development by sharing content relevant for their customers. In this respect, the service provided by the content curator involves the sharing of their own curatorial expertise with clients in order that clients may undertake their own curatorial practice. There is for the client a similar concern with enhancing their social reputation and profile, but this approach stresses the expertise of clients in identifying and responding to their own content curating needs. In part this emphasis on the client’s selection of material is about the challenges of establishing and maintaining legitimacy as a content curator across several fields: “You can't begin to say you're an expert when you are not, because you'll be found out.” More than this though, it was an approach to content curating literacy. As Couzins state, “my view is that if people with the domain expertise have an interest in doing this […] then they should be doing it themselves. If you gave it to me I hold the keys to all your knowledge. Why would you want that?” The content curator and client exchange here is not restricted to gathering interests and then providing content. This scenario sees content curating as accessible, but also sees the curator in their continued role as cultural intermediary--where expertise is about mediation more than content. Returning to McFall’s comments on rendering as how things “move in and out of being economic”, our second understanding of content curating intermediaries directs attention away from what the things/content are to instead how those things move. Conclusion Set within debates and transformations around content and information abundance and filtering, this paper explored how the practices of filtering, finding, and sharing at the heart of content curating have much in common with the work of cultural intermediaries. Specifically, this paper identified two ways of understanding commercial content curating. Firstly, content curating involves the rendering of content, and the ability to succeed here relies on developing connections outside the curator-client dynamic. Secondly, professional content curators can approach their relationships with clients as one of facilitation in which the expertise of the content curating cultural intermediary does not rest with the content, but on the curating and the intermediating. References Anderson, Leon. “Analytical Autoethnography.” Journal of Contemporary Ethnography 35.4 (2006): 373-395. Andrejevic, Mark. Infoglut: How Too Much Information Is Changing the Way We Think and Know. London: Routledge, 2013. Asay, Matt. “Problem Is Filter Failure, Not Info Overload.” CNet Jan. 2009. 1 Jun. 2015 ‹http://www.cnet.com/uk/news/shirky-problem-is-filter-failure-not-info-overload/›. Bhargava, Rohit. “Manifesto for the Content Curator: The Next Big Social Media Job of the Future?” 2009. 2 June 2015. ‹http://rohitbhargava.typepad.com/weblog/2009/09/manifestoDforDtheDcontentDcuratorD theDnextDbigDsocialDmediaDjobDofDtheDfutureD.html›. Byrne, David. “David Byrne: A Great Curator Beats Any Big Company’s Algorithm.” New Statesman June 2015. 8 June 2015. ‹http://www.newstatesman.com/2015/05/man-versus-algorithm›. Coffey, Paul. The Ethnographic Self. London: Sage, 1999. The Economist. “Drowning in Numbers.” 2011. 4 June 2015 ‹http://www.economist.com/blogs/dailychart/2011/11/big-data-0›. Ellis, Carolyn, Adams, Tony E. and Bochner, Arthur P. “Autoethnography: An Overview.” Forum: Qualitative Social Research 12.1 (2011). Good, Robin. “Content Curation Tools Supermap.” Pearl Trees Apr. 2015. 4 June 2015 ‹http://www.pearltrees.com/robingood/content-curating-supermap/id5947231›. Holt, Jennifer, and Alisa Perren. “Introduction: Does the World Really Need One More Field of Study?” Media Industries: History, Theory, and Methods. Eds. Jennifer Holt and Alisa Perren. Chichester: Wiley-Blackwell, 2009. 1-16. Holt, Nicholas, L. “Representation, Legitimation, and Autoethnography: An Autoethnographic Writing Story.” International Journal of Qualitative Methods 2.1 (2003): 1-22. Internet Live Stats. 5 June 2015 ‹http://www.internetlivestats.com/one-second/›. Krysa, Joasia. Curating Immateriality: The Work of the Curator in the Age of Network Systems. New York: Autonomedia, 2006. Liu, Sophia B. “Trends in Distributed Curatorial Technology to Manage Data Deluge in a Networked World.” Upgrade: The European Journal for the Informatics Professional 11.4 (2010): 18-24. Matthews, Julian, and Jennifer Smith-Maguire. “Introduction: Thinking with Cultural Intermediaries.” The Cultural Intermediaries Reader. Eds. Julian Matthews and Jennifer Smith-Maguire. London: Sage, 2014. 1-11. McFall, Liz. “The Problem of Cultural Intermediaries in the Economy of Qualities.” The Cultural Intermediaries Reader. Eds. Julian Matthews and Jennifer Smith-Maguire. London: Sage, 2014. 42-51. Popova, Maria. “In a New World of Informational Abundance, Content Curation Is a New Kind of Authorship.” Nieman Lab June 2011. 6 Jun 2015 ‹http://www.niemanlab.org/2011/06/maria-popova-in-a-new-world-of-informational-abundance-content-curation-is-a-new-kind-of-authorship/›. Potter, John, and Øystein Gilje. “Curatorship as a New Literacy Practice.” E-Learning and Digital Media 12.2 (2015): 123-127. Reed-Danahay, Deborah. Auto/Ethnography. New York: Berg, 1997. Rosenbaum, Steve. Curating Nation: How to Win in a World Where Consumers Are Creators. New York: McGraw-Hill Professional, 2011. Smith-Maguire, Jennifer, and Julian Matthews. “Are We All Cultural Intermediaries Now?” European Journal of Cultural Studies 15.5 (2012): 551-562. Sun, Will. “Introducing LinkedIn Elevate: Helping Companies Empower Their Employees to Share Content.” Apr. 2015. 29 May 2015 ‹http://blog.linkedin.com/2015/04/13/elevate/›. 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Introduction In October of 2004, La Presse asked its Quebecois reading audience a very simple question: “What is your favourite cookbook and why?” As Marie Marquis reports in her essay “The Cookbooks Quebecers Prefer: More Than Just Recipes,” “two weeks later, 363 e-mail responses had been received” (214). From the answers, it was clear that despite the increase in television cooking shows, Internet cooking sites, and YouTube how-to videos, cookbooks were not only still being used, but that people had strong allegiances to their favourite ones. Marquis’s essay provides concrete evidence that cookbooks are not meaningless objects. Rather, her use of relevant quotations from the survey proves that they are associated with strong memories and have been used to create bonds between individuals and across generations. Moreover, these quotations reveal that individuals use cookbooks to construct personal narratives that they share with others. In her philosophical analysis of foodmaking as a thoughtful practice, Lisa Heldke helps move the discussion of cooking and, consequently of cookbooks, forward by explaining that the age-old dichotomy between theory and practice merges in food preparation (206). Foodmaking, she explains through her example of kneading bread, requires both a theoretical understanding of what makes bread rise and a practical knowledge of the skill required to achieve the desired results. Much as Susan Leonardi argues that recipes need “a recommendation, a context, a point, a reason-to-be” (340), Heldke advocates in “Recipes for Theory Making” that recipes offer us ideas that we need to either accept or refuse. These ideas include, but are not limited to, what makes a good meal, what it means to eat healthy, what it means to be Italian or vegan. Cookbooks can take many forms. As the cover art from academic documents on the nature, role, and value of cooking and cookbooks clearly demonstrates, a “cookbook” may be an ornate box filled with recipe cards (Floyd and Forster) or may be a bunch of random pieces of paper organised by dividers and held together by a piece of elastic (Tye). The Internet has created many new options for recipe collecting and sharing. Websites such as Allrecipes.com and Cooks.com are open access forums where people can easily upload, download, and bookmark favourite foods. Yet, Laura Shapiro argues in Something from the Oven that the mere presence of a cookbook in one’s home does not mean it is actually used. While “popular cookbooks tell us a great deal about the culinary climate of a given period [...] what they can’t convey is a sense of the day-to-day cookery as it [is] genuinely experienced in the kitchens of real life” (xxi). The same conclusion can be applied to recipe websites. Personalised and family cookbooks are much different and much more telling documents than either unpersonalised printed books or Internet options. Family cookbooks can also take any shape or form but I define them as compilations that have been created by a single person or a small group of individuals as she/he/they evolve over time. They can be handwritten or typed and inserted into either an existing cookbook, scrapbooked, or bound in some other way. The Internet may also help here as bookmaking sites such as Blurb.com allow people to make, and even sell, their own printed books. These can be personalised with pictures and scrapbook-like embellishments. The recipes in these personal collections are influenced by contact with other people as well as printed and online publications. Also impacting these works are individual realities such as gender, race, class, and work. Unfortunately, these documents have not been the focus of much academic attention as food scholars generally analyse the texts within them rather than their practical and actual use. In order to properly understand the value and role of personal and family cookbooks in our daily lives, we must move away from generalisations to specific case studies. Only by looking at people in relationship with them, who are actually using and compiling their own recipe collections or opting instead to turn to either printed books or their computers, can we see the importance and value of family cookbooks. In order to address this methodological problem, this essay analyses a number of cookbook-related experiences that I have witnessed and/or been a part of in my own home. By moving away from the theoretical and focusing on the practical, I aim to advance Heldke’s argument that recipe reading, like foodmaking, is a thoughtful practice with important lessons. Learning to Cook and Learning to Live: What Cookbooks Teach Us Once upon a time, a mother and her two, beautiful daughters decided to make chocolate chip cookies. They took out all the bowls and utensils and ingredients they needed. The mother then plopped the two girls down among all of the paraphernalia on the counter. First, they beat the butter using their super cool Kitchen Aid mixer. Then they beat in the sugar. Carefully, they cracked and beat in the eggs. Then they dumped in the flour. They dumped in the baking powder. They dumped in the vanilla. And they dumped in the chocolate chips. Together, they rolled the cookies, placed them on a baking sheet, pat them down with a fork, and placed them in a hot oven. The house smelled amazing! The mother and her daughters were looking forward to eating the cookies when, all of a sudden, a great big dog showed up at the door. The mother ran outside to shoo the dog home yelling, “Go home, now! Go away!” By the time she got back, the cookies had started to burn and the house stank! The mother and her two daughters took all the cookie-making stuff back out. They threw out the ruined cookies. And they restarted. They beat the butter using their super cool Kitchen Aid mixer. Then they beat in the sugar. Carefully, they cracked and beat in the eggs. Then they dumped in the flour. They dumped in the baking powder. They dumped in the vanilla. And they dumped in the chocolate chips. Together, they rolled the cookies, placed them on a baking sheet, pat them down with a fork, and placed them in a hot oven. This story that my oldest daughter and I invented together goes on to have the cookies ruined by a chatty neighbour before finally finding fruition in a batch of successfully baked cookies. This is a story that we tell together as we get her ready for bed. One person is always the narrator who lists the steps while the other makes the sound effects of the beating mixer and the dumping ingredients. Together, we act out the story by rolling the cookies, patting them, and waving our hands in front of our faces when the burnt cookies have stunk up the house. While she takes great pleasure in its narrative, I take greater pleasure in the fact that, at three years of age, she has a rudimentary understanding of how a basic recipe works. In fact, only a few months ago I observed this mixture of knowledge and skill merge when I had to leave her on the counter while I cleaned up a mess on the floor. By the time I got back to her, she had finished mixing the dry ingredients in with the wet ones. I watched her from across the kitchen as she turned off the Kitchen Aid mixer, slowly spooned the flour mixture into the bowl, and turned the machine back on. She watched the batter mix until the flour had been absorbed and then repeated the process. While I am very thankful that she did not try to add the vanilla or the chocolate chips, this experience essentially proves that one can learn through simple observation and repetition. It is true that she did not have a cookbook in front of her, that she did not know the precise measurements of the ingredients being put into the bowl, and that at her age she would not have been able to make this recipe without my help. However, this examples proves Heldke’s argument that foodmaking is a thoughtful process as it is as much about instinct as it is about following a recipe. Once she is able to read, my daughter will be able to use the instincts that she has developed in her illiterate years to help her better understand written recipes. What is also important to note about this scenario is that I did have a recipe and that I was essentially the one in charge. My culinary instincts are good. I have been baking and cooking since I was a child and it is very much a part of my life. We rarely buy cookies or cakes from the store because we make them from scratch. Yet, I am a working mother who does not spend her days in the kitchen. Thus, my instincts need prompting and guidance from written instructions. Significantly, the handwritten recipe I was using that day comes from the personal cookbook that has been evolving since I left home. In their recent works Eat My Words and Baking as Biography, Janet Theophano and Diane Tye analyse homemade, hand-crafted, and personal cookbooks to show that these texts are the means through which we can understand individuals at a given time and in a given place. Theophano, for example, analyses old cookbooks to understand the impact of social networking in identity making. By looking at the types of recipes and number of people who have written themselves into these women’s books, she shows that cookbook creation has always been a social activity that reveals personal and social identity. In a slightly different way, Tye uses her own mother’s recipes to better understand a person she can no longer talk to. Through recipes, she is able to recreate her deceased mother’s life and thus connect with her on a personal and emotional level. Although academics have traditionally ignored cookbooks as being mundane and unprofessional, the work of these recent critics illustrates the extent to which cookbooks provide an important way of understanding society and people’s places within it. While this essay cannot begin to analyse the large content of my cookbook, this one scenario echoes these recent scholarly claims that personal cookbooks are a significant addition to the academic world and must be read thoughtfully, as Heldke argues, for both the recipes’s theory and for the practical applications and stories embedded within them. In this particular example, Karena and I were making a chocolate a chip cake—a recipe that has been passed down from my Oma. It is a complicated recipe because it requires a weight scale rather than measuring cups and because instructions such as “add enough milk to make a soft dough” are far from precise. The recipe is not just a meaningless entry I found in a random book or on a random website but rather a multilayered narrative and an expression of my personal heritage. As Theophano and Tye have argued, recipes are a way to connect with family, friends, and specific groups of people either still living or long gone. Recipes are a way to create and relive memories. While I am lucky that my Oma is still very much alive, I imagine that I will someday use this recipe as a way to reconnect with her. When I serve this cake to my family members, we will surely be reminded of her. We will wonder where this recipe came from, how it is different from other chocolate chip cake recipes, and where she learned to make it. In fact, the recipe already varies considerably between homes. My Oma makes hers in a round pan, my mother in a loaf pan, and I in cupcake moulds. Each person has a different reason for her choice of presentation that is intrinsic to her reality and communicates a specific part of her identity. Thus by sharing this recipe with my daughter, I am not only ensuring that my memories are being passed on but I am also programming into her characteristics and values such as critical thinking, the worthiness of homemade food, and the importance of family time. Karena does not yet have her own cookbook but her preferences mean that some of the recipes in my collection are made more often than others. My cookbook continues to change and grow as I am currently prioritising foods I know my kids will eat. I am also shopping and surfing for children’s recipe books and websites in order to find kid-friendly meals we can make together. In her analysis of children and adolescent cookbooks published between the 1910s and 1950s, Sherrie Inness demonstrates that cookbooks have not only taught children how to cook, but also how to act. Through the titles and instructions (generally aimed at girls), the recipe choices (fluffy deserts for girls and meat dishes for boys), and the illustrations (of girls cooking and boys eating), these cookbooks have been a medium through which society has taught its youth about their future, gendered roles. Much research by critics such as Laura Shapiro, Sonia Cancian, and Inness, to name but a few, has documented this gendered division of labour in the home. However, the literature does not always reflect reality. As this next example demonstrates, men do cook and they also influence family cookbook creation. A while back, my husband spent quite a bit of time browsing through the World Wide Web to find a good recipe for a venison marinade. As an avid “barbecuer,” he has tried and tested a number of marinades and rubs over the years. Thus he knew what he was looking for in a good recipe. He found one, made it, and it was a hit! Just recently, he tried to find that recipe again. Rather than this being a simple process, after all he knew exactly which recipe he was looking for, it took quite a bit of searching before he found it. This time, he was sure to write it down to avoid having to repeat the frustrating experience. Ironically, when I went to put the written recipe into my personal cookbook, I found that he had, in fact, already copied it out. These two handwritten copies of the same recipe are but one place where my husband “speaks out” from, and claims a place within, what I had always considered “my” cookbook. His taste preferences and preferred cooking style is very different from my own—I would never have considered a venison marinade worth finding never mind copying out. By reading his and my recipes together, one can see an alternative to assumed gender roles in our kitchen. This cookbook proves a practice opposite from the conclusion that women cook to serve men which Inness and others have theorised from the cookbooks they have analysed and forces food and gender critics to reconsider stereotypical dichotomies. Another important example is a recipe that has not actually been written down and inserted into my cookbook but it is one my husband and I both take turns making. Years ago, we had found an excellent bacon-cheese dip online that we never managed to find again. Since then, we have been forced to adlib the recipe and it has, in my opinion, never been as good. Both these Internet-recipe examples illustrate the negative drawbacks to using the Internet to find, and store, recipes. Unfortunately, the Internet is not a book. It changes. Links are sometimes broken. Searches do not always yield the same results. Even with recipe-storing sites such as Allrecipes.com and Cooks.com, one must take the time to impute the information and there is no guarantee that the technology will work. While authors such as Anderson and Wagner bemoan that traditional cookbooks only give one version of most recipes, there are so many recipes online that it is sometimes overwhelming and difficult to make a choice. An amateur cook may find comfort in the illustrations and specific instruction, yet one still needs to either have an instinct for what makes a good recipe or needs to be willing to spend time trying them out. Of course the same can be said of regular cookbooks. Having printed texts in one’s home requires the patience to go through them and still requires a sense of suitability and manageability. In both cases, neither an abundance nor a lack of choice can guarantee results. It is true that both the Internet and printed cookbooks such as The Better Homes and Gardens provide numerous, step-by-step instructions and illustrations to help people learn to make food from scratch. Other encyclopedic volumes such as The Five Roses: A Guide to Good Cooking, like YouTube, videos break recipes down into simple steps and include visual tools to help a nervous cook. Yet there is a big difference between the theory and the practice. What in theory may appear simple still necessitates practice. A botched recipe can be the result of using different brands of ingredients, tools, or environmental conditions. Only practice can teach people how to make a recipe successfully. Furthermore, it is difficult to create an online cookbook that rivals the malleability of the personal cookbooks. It is true that recipe websites such as Cooks.com and Allrecipes.com do allow a person to store favourite recipes found on their websites. However, unless the submitter takes the time to personalise the content, recipes can lose their ties to their origins. Bookmaking sites such as Blurb.com are attractive options that do allow for personalisation. In her essay “Aunty Sylvie’s Sponge Foodmaking, Cookbooks and Nostalgia,” Sian Supski uses her aunt’s Blurb family cookbook to argue that the marvel of the Internet has ensured that important family food memories will be preserved; yet once printed, even these treasures risk becoming static documents. As Supski goes on to admit, she is a nervous cook and one can conclude that even this though this recipe collection is very special, it will never become personal because she will not add to it or modify the content. As the examples in Theophano's and Tye’s works demonstrate, the personal touches, the added comments, and the handwritten alterations on the actual recipes give people authority, autonomy, and independence. Hardcopies of recipes indicate through their tattered, dog-eared, and stained pages which recipes have been tried and have been considered to be worth keeping. While Internet sites frequently allow people to comment on recipes and so allow cooks to filter their options, commenting is not a requirement and the suggestions left by others do not necessarily reflect personal preferences. Although they do continue a social, recipe-networking trend that Theophano argues has always existed in relation to cookbook creation and personal foodways, once online, their anonymity and lack of personal connection strips them of their true potential. This is also true of printed cookbooks. Even those compiled by celebrity chefs such as Rachel Ray and Jamie Oliver cannot guarantee success as individuals still need to try them. These examples of recipe reading and recipe collecting advance Heldke’s argument that theory and practice blend in this activity. Recipes are not static. They change depending on who makes them, where they come from, and on the conditions under which they are executed. As critics, we need to recognise this blending of theory and practice and read recipe collections with this reality in mind. Conclusion Despite the growing number of blogs and recipe websites now available to the average cook, personal cookbooks are still a more useful and telling way to communicate information about ourselves and our foodways. As this reflection on actual experiences clearly demonstrates, personal cookbooks teach us about more than just food. They allow us to connect to the past in order to better understand who we are today in ways that the Internet and modern technology cannot. Just as cooking combines theory and practice, reading personal and family cookbooks allows critics to see how theories about foodmaking and gender play out in actual kitchens by actual people. The nuanced merging of voices within them illustrates that individuals alter over time as they come into contact with others. While printed cookbooks and online recipe sites do provide their own narrative possibilities, the stories that can be read in personal and family cookbooks prove that reading them is a thoughtful practice worthy of academic attention. References All Recipes.com Canada. 2013. 24 Apr. 2013. ‹http://allrecipes.com›. Anderson, L. V. “Cookbooks Are Headed for Extinction—and That’s OK.” Slate.com 18 Jun. 2012. 24 Apr. 2013 ‹http://www.slate.com/articles/technology/future_tense/2012/06/the_future_of_cookbooks_they_ll_go_extinct_and_that_s_ok_.html›. Blurb.ca. 2013. 27 May 2013. ‹http://blurb.ca›. Cancian, Sonia. "'Tutti a Tavola!' Feeding the Family in Two Generations of Italian Immigrant Households in Montreal." Edible Histories, Cultural Politics: Towards a Canadian Food History. Ed. Franca Iacovetta, Valerie J. Korinek, Marlene Epp. Toronto: U of Toronto P, 2012. 209–21. Cooks.com Recipe Search. 2013. 24 Apr. 2013. ‹http://www.cooks.com›. Darling, Jennifer Dorland. Ed. The Better Homes and Gardens New Cookbook. Des Moines: Meredith, 1996. Five Roses: A Guide to Good Cooking. North Vancouver: Whitecap, 2003. Floyd, Janet, and Laurel Forster. The Recipe Reader. Ed. Janet Floyd and Laurel Forster. Lincoln: U of Nebraska P, 2010. Heldke, Lisa."Foodmaking as a Thoughtful Practice." Cooking, Eating, Thinking: Transformative Philosophies of Food. Ed Deane W. Curtin and Lisa M. Heldke. Indiana UP, 1992. 203–29. ---. “Recipe for Theory Making.” Hypatia 3.2 (1988): 15–29. Inness, Sherrie. Dinner Roles: American Women and Culinary Culture. U of Iowa P, 2001. Leonardi, Susan. “Recipes for Reading: Pasta Salad, Lobster à la Riseholme, Key Lime Pie,” PMLA 104.3 (1989): 340–47. Marquis, Marie. "The Cookbooks Quebecers Prefer: More Than Just Recipes." What's to Eat? Entrées in Canadian Food History. Ed. Nathalie Cooke. Montreal: McGill-Queen’s UP, 2009. 213–27. Shapiro, Laura. Something from the Oven: Reinventing Dinner in 1950s America. New York: Viking, 2004. Theophano, Janet. Eat My Words: Reading Women's Lives through the Cookbooks They Wrote. Palgrave MacMillan: New York, 2002. Tye, Diane. Baking As Biography. Canada: McGill-Queen UP, 2010. Wagner, Vivian. “Cookbooks of the Future: Bye, Bye, Index Cards.” E-Commerce Times. Ecommercetimes.com. 20 Nov. 2011. 16 April 2013. ‹http://www.ecommercetimes.com/story/73842.html›.

Getting the Family Together: A Fieldwork Account The final gig of Bob Corbett and the Roo Grass Band’s 2013 tour is a hometown show at New Lambton Community Hall in Newcastle on the coast of New South Wales, Australia. The tour had already covered Newcastle and surrounds at various locations within 50 to 100km of the Newcastle CBD. In addition to lead singer and guitarist Bob Corbett, there are three main members of the Roo Grass Band, Sue Carson on fiddle and mandolin, Dave Carter on banjo, bass and bagpipes and Robbie Long on guitar, mandolin and bass. I enter the building and at the top of the stairs a tall, slim woman with a shock of red hair rushes to greet me with a hug, “It is so good to see you!”This is Veronica, Bob Corbett’s Mum. She’s been busy setting up the merchandise desk, taking tickets, and greeting almost every member of the audience by name. Veronica has functioned as de facto tour manager throughout the band’s Lucky Country Hall Tour. As well as running the merchandise desk and ticketing, she’s occasionally acted as roadie, and has supervised the packing of cars and trailers. These day-to-day jobs on the tour have been done with help from either her sister Roberta or, for most of the tour, a close friend of the band, Jenny. I deposit home-made chocolate brownies and biscuits in the kitchen, setting them up alongside fruit brownies made by Veronica for the audience. Bob’s wife, Kirrily, comes and says hello, followed by their son Marley, who heads straight for the goodies. Their daughter Matilda is running around with her best friend and next-door neighbour, Sophie. Dave, who plays banjo, bass and bagpipes in the band, greets his wife Karen as she arrives with their kids. The band’s fiddle player, Sue, is pacing around, looking fractious. I ask if she’s okay. “Yeah, it is just that my family is meant to be here already and they’re running late. They’re going to miss it.”Not long after, Sue’s partner, Michael (who is also Veronica’s brother, Bob’s uncle) arrives with their son Elijah and his son Gabe, in time for the show. This final gig of the tour seemed to have been largely arranged for the families of the band, and there was little advertising for it. In the way of family get-togethers a mix of tension and excitement fill the room. But once the band starts playing things calm down, a group of kids occupy the dance floor, twirling, swaying, skipping and running along with the music. Family, Authenticity, and Commercial Practices in Australian Country MusicI open with this fieldwork account to illuminate how the presence and involvement of family, through parents, spouses, aunts, uncles, children and even close friends are central to the experience of what it is to be a country music artist in Australia. In the case of Bob Corbett and the Roo Grass Band, for example, band members make choices to involve family in the activity of “being” a band—touring, performing, engaging with fans—and these choices have emotional value for them, but are also yoked to broader discourses of family which circulate in the field of Australian country music. This field story reveals that “family” is not something carved off from artists’ public engagement with the field of Australian country music but is central to it. Discourses of and around “family” are implicit in the practices of Australian country music artists and are strategically used by artists to define what country music is and what is valued in the field. Crucially, the discourse of family is used to support claims to authenticity within country music culture. Ideas about and associated practices concerning, “authenticity” permeate the culture of country music. The discourse reaches across all aspects of the field, and all participants in the scene are compelled to at least turn their minds to questions of authenticity, and develop strategies for dealing with them. Value is conferred on artists seen to convey so-called “true” and “genuine” personas. Indeed the country music community demands something referred to as “honesty” from performers. It needs to be noted that country music is a commercial popular music form and culture. Many agents in the scene have an uneasy symbolic relationship with the commercial aspects of country music, but it is a basic premise within the field: the music exists to make money. This is not to say that financial and popular success (in their quantifiable forms: money made, units sold, crowd sizes, radio spins) is the only thing valued in country music. As a form of cultural capital, authenticity is also valued. But within Australian country music a tension exists between the part of field underpinned by commercial logic and the idea of the popular and those underpinned by notions of creativity, independence and musical integrity. Authenticity is deployed to distinguish country music from other styles of music in a number of keys ways. Authenticity can be taken as an essential quality of music, which “honestly” reflects or expresses an identity or experience (e.g., Australian national identity, rural experience, heartbreak) (Watson, Volume 1; Watson, Volume 2; Sanjek); as a proper way of relating music, artist and audience (Smith); as a ideological watchword which tempers commerciality (Sanjek); or as something “fabricated” or constructed in the codification of the genre (Akenson; Peterson; Carriage and Hayward). I am not positing authenticity as a feature unique to Australian country music. A number of authors have highlighted the role authenticity plays in many forms of popular music to navigate, understand or obfuscate the functions of the commercial music industry and shape its output (Frith; Sanjek; Barker and Taylor). The scholarship on country music and popular music in general often explores how authenticity is inscribed in the products of country music, rather than the processes and practices behind those products: the everyday, extra-musical activities of participants in the scene. This article is concerned then with how discourses of authenticity are sutured to business, musical and promotional practices, and how such tropes function alongside discourses and practices concerning “family” in the negotiation of commercial realities in Australian country music. Rather than looking at end products, my research takes a ground-up approach, exploring what people are doing and how they talk about their practices and decisions. Discourses of “family”, and practices around kin, provide one of many possible entry points for this exploration. MethodologyThis article is based on ethnographic research on Australian country music. Between 2012-2014 I spent many months of focused immersion with Bob Corbett and the Roo Grass Band at festivals and on tour. This research was part of broader participant observation I conducted which included attending more than 150 country music events across New South Wales and Queensland. I also conducted hundreds of informal interviews at these events, as well as in-depth, semi-structured interviews with key informants, including band members Bob Corbett, Sue Carson, Robbie Long, and Michael Carpenter (sometimes drummer).Bob Corbett was recognised by the “mainstream” Australian country music scene in 2012 after winning the Star Maker competition. Since the win Bob and the band’s success within the field has increased—higher album sales, larger crowds, more airplay, recognition, sponsorships and nomination for Golden Guitar Awards (the main Australian country music industry awards). They play a mercurial mix of styles including bluegrass, Western swing, pop folk, and rock. At the core is a concern with storytelling and live, acoustic based performance is central. Bob and the band are primarily engaging with the field of Australian country music (through festivals, media, and self-identification), rather than the folk or bluegrass scenes, which, while related, are distinct fields with different logics, rules and relations.The conceptual framework for this article is indebted to Pierre Bourdieu. In using the term “field” to talk about Australian country music, I understand it as a discrete, relatively autonomous social microcosm, which is located within the social space of Australian society and the broader music industry, yet it is ruled by logics which are “specific and irreducible to those that regulate other fields” (Bourdieu in Bourdieu and Wacquant 97). Australian country music consists of systems of relations, which define the occupants of the field—country musicians, country music stars, or country music fans (to name but a few)—and shape the products and practices of the field. Bob Corbett and the Roo Grass Band are participants in the field of Australian country music, and work to differentiate their position, and gain a monopoly over authority and influence within the field—to be recognised as successful, authentic country music artists (Bourdieu and Wacquant 100). This framework allows analytic space for exploring and understanding a tension between authenticity, as a form of cultural capital, and the commercial imperatives of country music as a popular music form.Family Bands and the Family BusinessThe significance and foregrounded presence of “family” within Australian country music is a result of the history of the field in which family bands have been prominent. The practice of touring with your spouse, children or other kin has been connected to a discourse of the “Family Band” in Australian country music. Slim Dusty and his family, as pioneers in the Australian country music industry, and arguably the most commercially and culturally successful artists in the scene’s history, are held up as an example par excellence of the country music canon, and provide the model for how country music should or could be done as a family. Slim, his wife Joy, daughter Anne Kirkpatrick and other extended family worked as a “family band” touring, performing, songwriting, recording, and being country music artists. As the “first family” Australian country music band (Baker; Ellis) they dominate the social and cultural imaginary of Australian country music. They represent a tradition of family involvement in the business of country music as a way of dealing with the practical realities of touring, providing emotional support and enjoyment, and as a part of a relatively conservative set of values drawn from country life­. These features work together to discursively distance the “family band” from the commercial music industry and imbue integrity and naturalness in those artists’ engagement with the music business. Bob Corbett and the Roo Grass Band is a family band: fiddle player Sue is Bob’s aunty; her partner Michael Stove, Bob’s uncle, was an original member of the Roo Grass Band. But more than that, the band understands themselves as a “family”. Sometimes-drummer in the band, Michael Carpenter, talked at length about the “Roo Grass Family” when I interviewed him, including the affective value he places on those relationships:I love it when Bob says… ‘Michael’s been a part of the Roo Grass family for a long time’ … it’s a very country music thing to say … when Bob says it, it actually means something, there’s a certain level of weight to it, because I know the way he treats his bands, I know the way he treats the people who are involved ... it does make them feel like they are a part of something special and so, and that’s beyond just doing a gig … it kind of creates this sense of loyalty that is important to me.The other members of the band also understand and value their involvement with the band in a similar way, and it spills into the chemistry the band has on stage, and the enjoyment they derive from playing together. The idea of the family band opens out beyond the actual band as well: the “Roo Grass Family” includes friends, fans and others with strong ties and involvement with the band.Practical, on the ground support (both on tour and also at home) offered by family to artists in Australian country music is a significant source of capital for those artists. However, participants also talk about this family help as a chance to spend time together, and couch it within discourses of loyalty, love, fun and commitment. Practices and discourses of small, DIY business are also sutured to discourse of family, as a way of reinforcing the fierce independence from big business and record companies. The fieldwork account at the beginning of this article reveals some of the work done by family on tour for Bob and the band, mainly through the presence of Bob’s mum, Veronica, as defacto tour manager. During the gig Bob offered a series of acknowledgments for the tour. After thanking the audiences and tour sponsors, he moved on to family:Bob: I’d like to thank my aunty Roberta, she came along and helped us on a tour leg … Ah, I’m going to forget people, I’m going to leave the special ones to last … I would like to thank Kirrily personally, but as Sue said, all partners and stuff, so I love you Kiz. But the most special one of all: Mrs Veronica Corbett [loud applause and cheers]. She’s the backbone! Of the tour, so thanks mum, thanks for everything.Veronica: Absolute pleasure Bobby.Bob: It’s been, it’s been a pleasure. You love doing it.Veronica: I love it.Bob: Yeah, you do love doing it, it’s been great, you know. I don’t want to get too, too sentimental, but, um just before dad died, he turned to me and said ‘look after mum’, and I don’t, I don’t look after mum, but in a way, just sharing all these experiences, like, we’re looking after each other, so, thank you for doing that.In this account, I am interested in the ways in which Bob, Veronica and Sue talk about the labour provided by family. There are a number of ways that participants talk about the practice of getting family to help do the work of touring and performing country music, which emerge here, and are consistently used by Bob and the band. It is spoken of in terms of “spending time” with each other, and of loving that time. Discourses of enjoyment and sociality permeate Bob, Veronica, and others’ discussions of the practical reality of people giving up their time to help. This is part of the cultural capital of authenticity: being a professional country music band out on the road is about more than hard slog, making money and cold business; it is an enjoyable experience, underpinned with love. To be authentic, it should be about more than the dollars.While the involvement of family in the activities of the band is discussed and understood as a chance to spend time together, an enjoyable experience, there are also discourses of support and help tied to these practices by those in and around the band. It is often acknowledged as a practical reality that family members are involved in the activities of the band (or in maintaining the home front) as a source of free or cheap labour which makes touring and performing possible. Sue acknowledged the importance of family support to the band, particularly as an independent band, in the interview: Main sources of support? … the management from Toyota and everything … after winning Star Maker, that was really great, so they’ve really helped … and also family … you certainly need that support, because you can’t, you’ve got to get out there and do it, that’s the only way to do it … it’s very personal support in a lot of ways … we’re not at that stage where, we’re not at a bigger level where there’s plenty of money being thrown around by record companies, that sort of support.In acknowledging the role of family at home while the band tours, as well as the “personal support” given to the band, Sue binds the practices of individuals staying at home, minding kids and maintaining home life, to the discourse of family. She is also linking the practices to the band’s “independent” status and the lack of “money being thrown around by record companies” as the reason this support and other on the road, tour based work, is essential. Within Sue’s account here, and at other times during my fieldwork, there was a sense that she saw the need for family support as a sign of inadequacy, a sign that the band had not yet “made it” to the level where the support comes from record companies, and there will be money thrown around to support the activities of the band. This touches on a broader set of discourses that circulate in the country music community about professionalism and amateurism, which are also linked to ideas about family. While the foregrounding of family has value within the field of country music, there is something else going on here. A division is often drawn between “commercial” and “creative” endeavours in Australian country music. By linking practices involving kin and discourses of family, Bob Corbett and the Roo Grass Band position themselves as authentic, or real, grass roots, and with creative freedom, in contrast to being creatively constrained or selling out. Within this division, a reliance on one’s family can be understood in some ways as a rejection of the commercial, business networks of country music. In the case of Sue’s account above there is a sense that it is also a way of negotiating success when you do not have access to a record label or other big business support, which may seem the easier route. Sue’s view differs somewhat from Bob’s in this respect. Bob often expressed pride in the fact that they are “doing it on their own” and boasting an independent DIY model of music business (for example through ticketing, tour organisation and production); a business model that relies on the support of their family, but which is respected and valued within Australian country music. ConclusionArtists such as Bob Corbett and the Roo Grass Band all occupy “positions” in the field of Australian country music, and the discourses of “commercial”, “creative”, and “authentic” all work to categorise artists, and their position in the field. Economic and material circumstances limit, enable or influence the decisions to involve families or not: for Bob, a desire to remain in control of his creative output and career, and the need to maximise income to feed his family makes DIY ticketing, and taking his mum and friends on the road a good choice. But these material factors work with symbolic and cultural factors, in the game of cultural legitimisation about what it is to be a country music artist. The way in which Bob and the band invoked particular discourses of family, loyalty, fun and enjoyment, to talk about the on-the-ground practices of having family involved (or not) in their working lives as musicians is part of the work these bands and artists are doing to represent themselves to the country music community; they are attempting to establish themselves as adequately, legitimately and authentically “country”. In the process they are also shaping what it is to be a country music artist and what is valued within the field—in this case “family”. The constant struggles over what country music is, what is “authentic” country and what represents success, are struggles over the “schemata of classification … which construct social reality” (Bourdieu 20). Bob Corbett and the Roo Grass Band are using strategies in this struggle, in this case the strategies link practices involving kin to discourses of honesty and openness by collapsing public and private, heritage and tradition through the family band, and authenticity, professionalism, and success in the way family support can limit the need to rely on record labels and big business. ReferencesAkenson, James E. “Australia, The United States and Authenticity.” Outback and Urban: Australian Country Music. Ed. Philip Hayward. Gympie, QLD: aicmPress for the Australian Institute of Country Music, 2003. 187–206. Baker, Glen A. “Liner Notes - Annethology: The Best of Anne Kirkpatrick.” July 2010.Barker, Hugh, and Yuval Taylor. Faking It: The Quest for Authenticity in Popular Music. New York: W.W. Norton, 2007.Bourdieu, Pierre. “Social Space and Symbolic Power.” Sociological Theory 7.1 (1989): 14–25. Bourdieu, Pierre, and Loïc J. D. Wacquant, eds. An Invitation to Reflexive Sociology. Chicago: U of Chicago Press, 1992. Carriage, Leigh, and Philip Hayward. “Heartlands: Kasey Chambers, Australian Country Music and Americana.” Outback and Urban: Australian Country Music. Ed. Philip Hayward. Gympie, QLD: aicmPress for the Australian Institute of Country Music, 2003. 113–143. Ellis, Max. “Liner Notes: The Slim Dusty Family Reunion CD.” 2008.Frith, Simon. Music for Pleasure: Essays in the Sociology of Pop. Oxford: Polity Press, 1988.Peterson, Richard A. Creating Country Music: Fabricating Authenticity. Chicago: U of Chicago P, 1997.Sanjek, David. “Pleasures and Principles: Issues of Authenticity in the Analysis of Rock’n’Roll.” Journal of Popular Music Studies 4.2 (1992): 12-21.Sanjek, David. “Blue Moon of Kentucky Rising Over the Mystery Train: The Complex Construction of Country Music.” In Reading Country Music: Steel Guitars, Opry Stars, and Honky-tonk Bars. Ed. Cecelia Tichi. Durham: Duke UP, 1998. 22–44. Smith, Graeme. Singing Australian: The History of Folk and Country Music. North Melbourne, VIC: Pluto Press Australia, 2005. Watson, Eric. Eric Watson’s Country Music in Australia, Volume 1. Pennsylvania: Rodeo Publications, 1982. Watson, Eric. Eric Watson’s Country Music in Australia, Volume 2. Pennsylvania: Rodeo Publications, 1983.

Cognitive biases, or systematic errors in cognition, are important contributors to diagnostic error in medicine. In our review, we explore the psychological underpinnings of cognitive bias and highlight several common biases using clinical cases. We conclude by reviewing strategies to improve diagnostic accuracy and by discussing controversies and future research directions.RésuméLes préjugés cognitifs, ou les erreurs systématiques dans la cognition, sont des contributeurs importants à l'erreur diagnostique dans la médecine. Dans notre examen, nous explorons les fondements psychologiques du biais cognitif et soulignons plusieurs préjugés communs en utilisant des cas cliniques. Nous concluons en examinant les stratégies visant à améliorer la précision diagnostique et en discutant des controverses et des futures orientations de recherche.Research in the field of behavioural psychology and its application to medicine has been ongoing for several decades in an effort to better understand clinical decision making.1 Cognitive biases (systematic errors in cognition) are increasingly recognized in behavioural economics2 and more recently have been shown to affect medical decision making.3 Over 100 such cognitive biases have been identified and several dozen are postulated to play a major role in diagnostic error.4 Cognitive errors can take many forms and in one study contributed to as many as 74% of diagnostic errors by internists. 5 Most of these errors were due to “faulty synthesis” of information, including premature diagnostic closure and failed use of heuristics.5 Inadequate medical knowledge, on the other hand, was rare and mostly identified in cases concerning rare conditions. 5 Professional organizations such as the Royal College of Physicians and Surgeons of Canada and the Canadian Medical Protective Association have since been working to raise awareness of cognitive bias in clinical practice.6In our review, we explore the role of cognitive bias in diagnostic error through the use of clinical cases. We also review the literature on de-biasing strategies and comment on limitations and future directions of research.The Dual Process TheoryA prevailing theory to explain the existence of cognitive bias is the dual process theory, which asserts that two cognitive systems are used in decision making, herein called System 1 and System 2 (Table 1). 2,7System 1 can be thought of as our intuitive mode of thinking. It generates hypotheses rapidly, operates beneath our perceptible consciousness and makes judgments that are highly dependent on contextual clues. System 1 is characterized by heuristics (short cuts, or “rules of thumb”) and is an important component of clinical judgment or expertise. In contrast, System 2 is slow, deliberate, analytical and more demanding on cognition. It applies rules that are acquired through learning and it can play a “monitoring role” over System 1, and thus overrides heuristics when their use is inappropriate. The dual process theory implies that errors result when inappropriate judgments generated by System 1 fail to be recognized and corrected by System 2. Maintaining constant vigilance over System 1 would be both impractical and time consuming for routine decisions and would diminish the value of intuition. It follows that a more practical way of improving reasoning is to identify the most common biases of System 1 and to recognize situations when mistakes are most likely to occur.2Alternative Theories of CognitionVariations of dual process theory have further refined our understanding of medical decision making. Fuzzy trace theory, for example, proposes that individuals process information through parallel gist and verbatim representations.8 The “gist” is analogous to System 1 and represents the bottom-line “meaning” of information. This representation is subject to an individual’s worldview, emotions and experiences. In contrast, verbatim representations are precise, literal and analogous to System 2. Fuzzy trace theory is particularly useful in explaining how patients might interpret health information. Proponents of this theory contend that in order for information to lead to meaningful behavioural change, physicians must appeal to both gist and verbatim representations when communicating with patients.8 Other models, such as dynamic graded continuum theory, do away with the dichotomy of System 1 and System 2 and instead represent implicit, automatic and explicit cognitive processes on a continuous scale.9 These single system models are useful to compare against dual process theory but have not replaced it as a well-established framework for understanding and mitigating cognitive bias in clinical decision making.7Case 1: A 55-Year-Old Male with Retrosternal Chest PainA 55year-old non-smoking male was assessed in a busy Emergency Department (ED) for retrosternal chest pain. Past medical history is significant for osteoarthritis for which he takes naproxen. On review of his history, the patient has had multiple visits for retrosternal chest pain in the previous two months. At each encounter, he was discharged home after a negative cardiac workup.Vital signs in the ED were within normal limits except for sinus tachycardia at 112 beats per minute. On exam, the patient was visibly distressed. Cardiac and respiratory exams were normal. There was mild tenderness in the epigastrium. Basic blood-work revealed leukocytosis (16.0 × 109/L), a mildly elevated high sensitivity cardiac troponin, and no other abnormalities. An ECG revealed T wave flattening in leads V3-V4.The patient was referred to the internal medicine service with a diagnosis of non-ST-elevation myocardial infarction and treated with aspirin, clopidogrel, and fondaparinux. Several hours later, the patient became more agitated and complained of worsening retrosternal and epigastric pain. On re-examination, heart rate had increased to 139 beats per minute, blood pressure dropped to 77/60 and he had a rigid abdomen. Abdominal radiography revealed free air under the right hemi-diaphragm and the patient was rushed to the operating room where a perforated gastric ulcer was detected and repaired. The case above illustrates numerous cognitive biases, including:1. Premature diagnostic closure: the tendency to accept a diagnosis before it is fully verified.42. Anchoring: the tendency to over-emphasize features in the patient’s initial presentation and failing to adjust the clinical impression after learning new information.43. Confirmation bias: the tendency to look for confirming evidence to support a diagnosis, rather than to look for (or explain) evidence which puts the diagnosis in question.4In this case, the physician based the diagnosis of myocardial infarction primarily on symptoms of chest pain and an elevated cardiac troponin. However, several other objective findings were present and when taken together, suggested a diagnosis other than myocardial infarction. These included a tender epigastrium, leukocytosis, and resting sinus tachycardia. These symptoms/signs were not explicitly explained or investigated before a treatment decision was made. Premature diagnostic closure is one of the most common cognitive biases underlying medical errors5 and it affects clinicians at all levels of training.10 It is multifactorial in origin5 and is especially common in the face of other cognitive biases such as anchoring and confirmation bias.The physician in this case “anchored” to a diagnosis of cardiac chest pain given the patient’s previous ED visit history and his/her best intentions of ruling out a “worst case scenario.” Anchoring can be especially powerful in the face of abnormal screening investigations that have been reviewed even before the physician has acquired a history or performed a physical examination. If the physician had reviewed the screening investigations before seeing the patient, he/she might have narrowed the differential diagnosis prematurely, failed to gather all the relevant information and failed to adjust the clinical impression based on new information.The physician demonstrated confirmation bias by failing to explain the abnormalities that put the diagnosis of myocardial infarction in question (e.g. tender epigastrium, leukocytosis). Confirmation bias arises from an attempt to avoid cognitive dissonance, a distressing psychological conflict which occurs when inconsistent beliefs or theories are held simultaneously.11 In one study evaluating clinical decision making amongst 75 psychiatrists and 75 medical students,12 13% of psychiatrists and 25% of medical students demonstrated confirmation bias when searching for information after having made a preliminary diagnosis. In this study, confirmation bias resulted in more frequent diagnostic errors and predictably impacted subsequent treatment decisions.An appropriate consideration of all diagnostic possibilities is the first step in avoiding diagnostic error. While acquiring information, physicians should step back and consolidate new data with the working diagnosis, as failure to do so can result in confirmation bias.13 All abnormal findings and tests, especially if considered clinically relevant should be explained by the most probable diagnosis. An alternate diagnosis or the possibility of more than one diagnosis should be considered when an abnormal finding or test cannot reasonably be explained by the working diagnosis.Tschen et al observed a team of physicians working through a simulated scenario which had diagnostic ambiguity.14 Two approaches were found to be effective in reducing the effect of confirmation bias: explicit reasoning and talking to the room. Explicit reasoning involves making causal inferences when interpreting and communicating information. Talking to the room is a process whereby diagnostic reasoning is explained in an unstructured way to a team member or colleague in the room. This allows the clinician the opportunity to elaborate on their thoughts and observers to point out errors or suggest alternate diagnoses in a shared mental model.Case 2: A 30-Yearold Male with Confusion and SeizuresA 30-year-old homeless male is found confused on the street by paramedics and brought to the ED for assessment. Empty bottles of alcohol were noted at the scene. The CIWA (Clinical Institute Withdrawal Assessment for Alcohol) protocol is initiated and he is given several doses of lorazepam to minimal effect. Several hours after the patient is admitted, a resident on-call is paged for elevated CIWA scores on the basis of diaphoresis and agitation. Several additional doses of lorazepam are ordered which fail to completely resolve the symptoms. Gradually, the patient becomes more obtunded. The on-call resident orders a capillary blood glucose and it measures 1.1 mmol/L. Intravenous D50W is promptly administered, the blood glucose normalizes and the patient’s level of consciousness improves.The case above illustrates the following biases:1. Availability bias: the tendency to weigh a diagnosis as being more likely if it comes to mind more readily.42. Diagnostic momentum: the tendency for labels to “stick” to patients and become more definite with time.4Although the symptoms of diaphoresis and agitation are not specific to alcohol withdrawal, this diagnosis was deemed most likely based on how readily it came to mind, the empty alcohol bottles at the scene, and potentially on the patient’s demographics. The unproven diagnosis of alcohol withdrawal “stuck” with the patient despite minimal improvement after a therapeutic trial of benzodiazepines.Availability bias has been shown to affect internal medicine residents. In one single-centre study,15 18 first-year and 18 second-year residents were exposed to case descriptions with associated diagnoses as part of an exercise. They were then asked to diagnose a series of new cases, some of which appeared similar to those they had previously encountered but with pertinent differences that made an alternate diagnosis more likely. Second year residents had lower diagnostic accuracy on these similar-appearing cases; a result consistent with availability bias. First year residents were less prone to this bias because of their limited clinical experience. Most importantly, subsequent reflective diagnostic reasoning countered the bias and improved accuracy.General Strategies to Avoid Cognitive BiasInterventions aimed at mitigating diagnostic error due to cognitive bias take several approaches.1. Improving clinical reasoning2. Reducing cognitive burden3. Improving knowledge and experienceDespite a large number of proposed interventions, there is a lack of empirical evidence supporting the efficacy of many de-biasing strategies. 16 What follows is a brief review of the current evidence.Improving Clinical ReasoningSeveral “de-biasing” strategies have been proposed to improve clinical reasoning. De-biasing strategies assume that System 1 processes are more prone to bias due to their heavy reliance on heuristics and therefore the solution is to activate System 2 at critical points in decision making. De-biasing occurs in several stages: at first an individual is educated about the presence of a cognitive bias, they then employ strategies to eliminate that bias and finally they maintain those strategies in the long term.17Metacognition, or “thinking about thinking,” involves reflecting on one’s own diagnostic reasoning. Internal reflection along with awareness of potential biases should allow the clinician to identify faulty reasoning. However, the evidence underlying reflective practice is mixed.16 Several studies have tried to encourage reflective practice and System 2 processes by instructing participants to proceed slowly through their reasoning18 or by giving participants the opportunity to review their diagnoses.19 These studies have found minimal or no impact on reducing the rate of diagnostic error. On the other hand, some studies have shown improved diagnostic accuracy when physicians are asked to explicitly state their differential diagnoses along with features that are consistent or inconsistent with each diagnosis.20 These results suggest that if reflective practice is to be effective, it must involve a thorough review of the differential diagnosis as opposed to simply taking additional time.Reducing Cognitive BurdenTools that reduce the cognitive burden placed on physicians may reduce the frequency of diagnostic errors. One suggestion has been to incorporate the use of checklists in the diagnostic process. These checklists would be matched to common presenting symptoms and include a list of possible diagnoses. One randomized controlled trial failed to show a statistically significant reduction in the diagnostic error rate with the use of checklists, except in a small subgroup of patients treated in the ED. 21 These findings challenge the results of two other studies that found checklists to be effective in improving scrutiny22 and diagnostic accuracy23 when interpreting electrocardiograms. More advanced forms of clinician decision support systems have also been studied.24 Software programs such as DXplain generate a list of potential diagnoses based on a patient’s chief complaint. In one study, when the software provided physicians a list of possible diagnoses before evaluating patients, diagnoses were 1.31 times more likely to be correct. 25 The use of diagnostic support tools may grow in the future as they are integrated into electronic medical record systems.Improving Knowledge and ExperienceA combination of experience, knowledge and feedback are integral in developing a clinician’s intuition to produce the best hypotheses. Experience without feedback can lead to overconfidence, which itself is a cognitive bias. The evidence supporting feedback is strong. Fridriksson et al showed a significant reduction in diagnostic error when referring doctors were provided feedback on the identification of subarachnoid hemorrhage.26 A systematic review of 118 randomized trials concluded that feedback was effective in improving professional practice.27 The specific characteristics of the best feedback were elusive. In general, however, feedback was thought to be most effective when it was explicit and delivered close to the time of decision making. ConclusionsIn our review, we explore clinical decision making through the lens of dual-process theory. However, multiple different dual-processing models are still being explored and fundamental questions are still under debate. For example, some experts believe that instead of focusing on de-biasing strategies, the key to improving intuitive (System 1) processes is simply to acquire more formal and experiential knowledge.19 Other unanswered questions include: the impact and magnitude of cognitive bias in actual clinical practice, which biases are most prevalent in each medical specialty and which strategies are the most effective in mitigating bias. Further study is also needed to assess the impact of novel educational methods, such as case-based and simulation-based learning, which are promising venues where trainees may identify and correct cognitive biases in a directly observed setting. References 1. Norman G. Research in clinical reasoning: past history and current trends. Med Educ 2005;39:418–27.2. Kahneman D. Thinking, fast and slow. Farrar, Straus and Giroux; 2011.3. Croskerry P. From mindless to mindful practice — cognitive bias and clinical decision making. N Engl J Med 2013;368:2445–8.4. Croskerry P. The importance of cognitive errors in diagnosis and strategies to minimize them. Academic Medicine 2003;78:775–80.5. Graber ML, Franklin N, Gordon R. Diagnostic error in internal medicine. Arch Intern Med 2005;165:1493–9.6. Parush A, Campbell C, Hunter A, et al. Situational awareness and patient safety - a short primer. Ottawa ON: The Royal College of Physicians and Surgeons of Canada; 2011.7. Pelaccia T, Tardif J, Triby E, Charlin B. An analysis of clinical reasoning through a recent and comprehensive approach: the dual-process theory. Med Educ Online 2011;16.8. Reyna VF. A theory of medical decision making and health: fuzzy trace theory. Med Decis 2008;28:850–65.9. Osman M. An evaluation of dual-process theories of reasoning. Psychonom Bull review 2004;11:988–1010.10. Dubeau CE, Voytovich AE, Rippey RM. Premature conclusions in the diagnosis of iron-deficiency anemia: cause and effect. Med Dec Mak 1986;6:169–73.11. Nickerson RS. Confirmation bias: A ubiquitous phenomenon in many guises. Rev Gen Psychol 1998;2:175.12. Mendel R, Traut-Mattausch E, Jonas E, et al. Confirmation bias: why psychiatrists stick to wrong preliminary diagnoses. Psychol Med 2011;41:2651–9.13. Pines JM. Profiles in patient safety: confirmation bias in emergency medicine. Acad Emerg Med 2006;13:90–4.14. Tschan F, Semmer NK, Gurtner A, et al. Explicit reasoning, confirmation bias, and illusory transactive memory: a simulation study of group medical decision making. Small Group Res 2009;40:271–300.15. Mamede S, van Gog T, van den Berge K, et al. Effect of availability bias and reflective reasoning on diagnostic accuracy among internal medicine residents. JAMA 2010;304:1198–203.16. Graber ML, Kissam S, Payne VL, et al. Cognitive interventions to reduce diagnostic error: a narrative review. BMJ Qual Safe 2012;21:535–57.17. Croskerry P, Singhal G, Mamede S. Cognitive debiasing 2: impediments to and strategies for change. BMJ Qual Saf 2013.18. Norman G, Sherbino J, Dore K, et al. The etiology of diagnostic errors: a controlled trial of system 1 versus system 2 reasoning. Acad Med 2014;89:277–84.19. Monteiro SD, Sherbino J, Patel A, Mazzetti I, Norman GR, Howey E. Reflecting on diagnostic errors: taking a second look is not enough. J Gen Intern Med 2015;30:1270–4.20. Bass A, Geddes C, Wright B, Coderre S, Rikers R, McLaughlin K. Experienced physicians benefit from analyzing initial diagnostic hypotheses. Can Med Educ J 2013;4:e7–e15.21. Ely JW, Graber MA. Checklists to prevent diagnostic errors: a pilot randomized controlled trial. Diagnosis 2015;2.22. Sibbald M, de Bruin ABH, Yu E, van Merrienboer JJG. Why verifying diagnostic decisions with a checklist can help: insights from eye tracking. Adv Health Sci Educ Theory Pract 2015;20:1053–60.23. Sibbald M, de Bruin ABH, van Merrienboer JJG. Checklists improve experts' diagnostic decisions. Med Educ 2013;47:301–8.24. Garg AX, Adhikari NKJ, McDonald H, et al. Effects of computerized clinical decision support systems on practitioner performance and patient outcomes: a systematic review. JAMA 2005;293:1223–38.25. Kostopoulou O, Rosen A, Round T, et al. Early diagnostic suggestions improve accuracy of GPs: a randomised controlled trial using computer-simulated patients. Br J Gen Pract 2015;65:e49–54.26. Fridriksson S, Hillman J, Landtblom AM, Boive J. Education of referring doctors about sudden onset headache in subarachnoid hemorrhage. A prospective study. Acta Neurol Scand 2001;103:238–42.27. Jamtvedt G, Young JM, Kristoffersen DT, O'Brien MA, Oxman AD. Does telling people what they have been doing change what they do? A systematic review of the effects of audit and feedback. Qual Saf Health Care 2006;15:433–6.

IntroductionIn 2011, Four Corners — the flagship current affairs program of the Australian national broadcaster, ABC (Australian Broadcasting Corporation) — aired an investigative report on the conditions in Indonesian slaughterhouses. Central to the report was a focus on how Australian cows were being killed for human consumption. Moral outrage ensued. The Federal Government responded with a temporary ban on the live export of cattle to Indonesia. In 2010 the Australian Government initiated legal action in the International Court of Justice (ICJ) opposing Japanese whaling in the Southern Ocean, following a sustained period of public opposition. This article pays close attention to expressions of public opposition to the killing of what have come to be referred to as our cows and our whales, and the response of the Federal Government.Australia’s recent history with the live export of farmed animals and its transformation into an anti-whaling nation provides us with a foundation to analyse these contemporary disputes. In contrast to a focus on “Australian cow making” (Fozdar and Spittles 76) during the live export controversy, this article investigates the processes through which the bodies of cows and whales became sites for the mapping of Australian identity and nationhood – in other words, a relational construction of Australianness that we can identify as a form of animal nationalism (Dalziell and Wadiwel). What is at stake are claims about desired national self-image. In what we might consider as part of a history of cows and whales is in many ways a ‘history of people with animals in it” (Davis 551). In other words, these disputes are not really about cows and whales.The Live Export IndustryAustralia is the largest exporter of live farmed animals, primarily sheep and cows, to the Middle East and Southeast Asia respectively (Phillips and Santurtun 309). The live export industry is promoted and supported by the Federal Government, with an explicit emphasis on the conditions experienced by these farmed animals. According to the Government, “Australia leads the world in animal welfare practices … [and] does not tolerate cruelty towards animals and will not compromise on animal welfare standards” (Department of Agriculture and Water Resources). These are strong and specific claims about Australia’s moral compass. What is being asserted is the level of care and concern about how Australia’s farmed animals are raised, transported and killed.There is an implicit relationality here. To be a ‘world leader’ or to claim world’s best practice, there must be some form of moral or ethical measure to judge these practices against. We can locate these more clearly and directly in the follow-up sentence on the above claim: “Our ongoing involvement in the livestock export trade provides an opportunity to influence animal welfare conditions in importing countries” (Department of Agriculture and Water Resources). The enthusiasm expressed in this statement manifests in explicitly seeking to position Australia as an exporter of moral progress (see Caulfield 76). These are cultural claims about us.In its current form the Australian live export industry dates back to the early 1960s, with concerns about the material conditions of farmed animals in destination countries raised from the outset (Caulfield 72; Villanueva Pain 100). In the early 1980s animal activists formed the Australian Federation of Animal Societies to put forward a national unified voice. Protests and political lobbying lead to the formation of a Senate Select Committee on Animal Welfare, reflecting what Gonzalo Villanueva has referred to as a social and political landscape that “appeared increasingly favourable to discussing animal welfare” (Transnational 89-91).The Select Committee’s first report focussed on live export and explicitly mentioned the treatment of Australian farmed animals in the abattoirs of destination countries. The conditions in these facilities were described as being of a lower “standard of animal welfare” to those in Australia (Senate Select Committee on Animal Welfare xiii). These findings directly mirror the expressions of concern in the wake of the 2011 controversy.“A Bloody Business”On 30 May 2011, Four Corners aired a report entitled ‘A Bloody Business’ on the conditions in Indonesian slaughterhouses. The investigation followed-up on footage provided by Animals Australia and Royal Society for the Prevention of Cruelty to Animals (RSPCA Australia). Members from these groups had travelled to Indonesia in order to document conditions in slaughterhouses and prepare briefing notes which were later shared with the ABC. Their aim was to increase public awareness of the conditions Australian farmed cattle faced in Indonesia, provide a broader indictment of the live export industry, and call for an end the practice. The nationwide broadcast which included graphic footage of our cows being killed, enabled broader Australia to participate from the comfort of their own homes (see Della Porta and Diani 177-8).The program generated significant media coverage and public moral outrage (Dalziell and Wadiwel 72). Dr Bidda Jones, Chief Scientist of RSPCA Australia, referred to “28,000 radio stories, 13,000 TV mentions and 3,000 press stories” making it one of the top five national issues in the media for five weeks. An online petition created by the activist organisation GetUp! collected more than 260,000 signatures over a period of three days and $300,000 was raised for campaign advertising (Jones 102). Together, these media reports and protest actions influenced the Federal Government to suspend live exports to Indonesia. A front-page story in The Age described the Federal Government as having “caved in to public and internal party pressure” (Willingham and Allard). In her first public statement about the controversy, Prime Minister Julia Gillard outlined the Government’s intent: “We will be working closely with Indonesia, and with the industry, to make sure we can bring about major change to the way cattle are handled in these slaughter houses” (Willingham and Allard).The Prime Minister’s statement directly echoed the claims made on the Department of Agriculture and Water Resources website introduced above. Implicit is these statements is a perceived ability to bring about “major change” and an assumption that we kill better. Both directly align with claims of leading the world in animal welfare practices and the findings of the 1985 Select Committee report. Further, the controversy itself was positioned as providing an “opportunity to influence animal welfare conditions in importing countries” (Department of Agriculture and Water Resources).Four Corners provided a nationwide platform to influence decision-makers (see Della Porta and Diani 168-9). White, Director of Strategy for Animals Australia, expressed this concisely:We should be killing the animals here under Australian conditions, under our control, and then they should only be shipped as meat products, not live animals. (Ferguson, Doyle, and Worthington)Jones provided more context, describing the suffering experienced by “Australian cattle” in Indonesia as “too much,” especially when “a clear, demonstrated and successful alternative to the live export of animals” was already available (“Broader”; Jones 188). Implicit in these calls for farmed cows to be killed in Australia was an inference to technical and moral progress, evoking Australia’s “national self-image” as “a modern, principled culture” (Dalziell and Wadiwel 84). The clean, efficient and modern processes undertaken in Australia were relationally positioned against the bloody practices conducted in the Indonesian facilities. In other words, we kill cows in a nicer, more humane and better way.Australia and WhalingAustralia has a long and dynamic history with whaling (Salter). A “fervently” pro-whaling nation, the “rapidly growing” local industry went through a modernisation process in the 1950s (Day 19; Kato 484). Operations became "clean and smooth,” and death became "instant, swift and painless”. As with the live export controversy, an inference of a nicer, more humane and better way of killing was central the Australian whaling industry (Kato 484-85). Enthusiastic support for an Australian whaling industry was superseded within three decades by what Charlotte Epstein describes as “a dramatic historical turnabout” (Power 150). In June 1977, the International Whaling Commission (IWC) came to Canberra, and protests were organised across Australia to coincide with the meeting.The IWJ meeting was seen as a political opportunity. An IWC meeting being held in the last English-as-first-language nation with a commercial whaling operation provided an ideal target for the growing anti-whaling movement (Epstein, Power 149). In parallel, the opportunity to make whaling an electoral issue was seen as a priority for locally based activists and organisations (Pash 31). The collective actions of those campaigning against the backdrop of the IWC meeting comprised an array of performances (Tarrow 29). Alongside lobbying delegates, protests were held outside the venue, including the first use of a full-sized replica inflatable sperm whale by anti-whaling activists. See Image 1. The symbol of the whale became a signifier synonymous for the environment movement for decades to follow (see Epstein, Power 110-11). The number of environmental organisations attending exceeded those of any prior IWC meeting, setting in place a practice that would continue for decades to follow (M’Gonigle 150; Pash 27-8).Image 1: Protest at Australia’s last whaling station August 28, 1977. Photo credit: Jonny Lewis Collection.Following the IWC meeting in Canberra, activists packed up their equipment and prepared for the long drive to Albany in Western Australia. Disruption was added to their repertoire (Tarrow 99). The target was the last commercial whaling operation in Australia. Two months later, on August 28, demonstrations were held at the gates of the Cheynes Beach Whaling Company. Two inflatable Zodiac boats were launched, with the aim of positioning themselves between the whales being hunted and the company’s harpoon vessels. Greenpeace was painted on the side — the first protest action in Australia under the organisation’s banner (Pash 93-94).In 1978, Prime Minister Fraser formally announced an Inquiry into the future of whaling in Australia, seeking to position Australia as being on the right side of history, “taking a decisive step forward in the human consciousness” (Epstein, World 313). Underpinning announcement was a (re)purposing of whales bodies as a site for the mapping of relational constructions of Australian identity and nationhood:Many thousands of Australians — and men, women and children throughout the world — have long felt deep concern about the activities of whalers… I abhor any such activity — particularly when it is directed against a species as special and intelligent as the whale.(Qtd. in Frost vii)The actions of those protesting against whaling and the language used by Fraser in announcing the Inquiry signalled Australia’s becoming as the first nation in which “ethical arguments about the intrinsic value of the whale” displaced “scientific considerations of levels of endangerment” (Epstein, Power 150). The idea of taking action for whales had become about more than just saving their lives, it was an ethical imperative for us.Standing Up for (Our) WhalesThe Inquiry into “whales and whaling” provided specific recommendations, which were adopted in full by Prime Minister Fraser:The Inquiry’s central conclusion is that Australian whaling should end, and that, internationally, Australia should pursue a policy of opposition whaling. (Frost 206)The inquiry found that the majority of Australians viewed whaling as “morally wrong” and as a nation we should stand up for whales internationally (Frost 183). There is a direct reference here to the moral values of a civilised community, what Arne Kalland describes as a claim to “social maturity” (130). By identifying itself as a nation on the right side of the issue, Australia was pursuing a position of moral leadership on the world stage. The Whale Protection Act (1980) replaced the Whaling Act (1960). Australia’s policy of opposition to whaling was “pursued both domestically and internationally though the IWC and other organizations” (Day 19).Public opposition to whaling increased with the commencement of Japan’s scientific research whaling program in the Southern Ocean, and the dramatic actions of Greenpeace and Sea Shepherd Conservation Society. The Daily Telegraph which ran a series of articles under the banner of “our whales” in June 2005 (see, for example, Hossack; Rehn). The conservative Federal Government embraced the idea, with the Department of the Environment and Heritage website including a “Save Our Whales” page. Six months out from the 2007 federal election, opposition leader Kevin Rudd stated “It's time that Australia got serious when it comes to the slaughter of our whales” (Walters). As a “naturally more compassionate, more properly developed” people, we [Australians] had a duty to protect them (Dalziell and Wadiwel 84).Alongside oft-repeated claims of Australia’s status as a “world leader” and the priority placed on the protection of whales nationally and internationally, saveourwhales.gov.au wristbands were available for order from the government website — at no charge. By wearing one of these wristbands, all Australians could “show [their] support for the protection of whales and dolphins” (Department of the Environment and Heritage). In other words, the wearer could join together with other Australians in making a clear moral and ethical statement about both how much whales mean to us and that we all should stand up for them. The wristbands provided a means to individually and collectively express this is what we do in unobtrusive everyday way.Dramatic actions in the Southern Ocean during the 2008/09 whaling season received a broader audience with the airing of the first season of the reality TV series Whale Wars, which became Animal Planets most viewed program (Robé 94). As with A Bloody Business, Whale Wars provided an opportunity for a manifestly larger number of people to eyewitness the plight of whales (see Epstein, Power 142). Alongside the dramatised representation of the risky and personally sacrificial actions taken by the crew, the attitudes expressed reflected those of Prime Minister Fraser in 1977: protecting special and intelligent whales was the right and civilised thing to do.These sentiments were framed by the footage of activists in the series. For example, in episode four of season two, Lockhart McClean, Captain of the MV Gojira referred to Japanese whalers and their vessels as “evil” and “barbaric”, and their practices outdated. The drama of the series revolved around Sea Shepherd patrolling the Southern Ocean, their attempts to intervene against the Japanese fleet and protect our whales. The clear undercurrent here is a claim of moral progress, situated alongside an enthusiasm to export it. Such sentiments were clearly echoed by Bob Brown, a respected former member of federal parliament and spokesperson for Sea Shepherd: “It’s just a gruesome, bloody, medieval, scene which has no place in this modern world” (Japanese Whaling).On 31 May 2010 the Federal Government initiated proceedings against Japan in the ICJ. Four years later, the Court found in their favour (Nagtzaam, Young and Sullivan).Conclusion, Claims of Moral LeadershipHow the 2011 live export controversy and opposition to Japanese whaling in the Southern Ocean have unfolded provide us with an opportunity to explore a number of common themes. As Dalziell and Wadiwell noted with regard to the 2011 live export controversy, our “national self-image” was central (84). Both disputes encompass claims about us about how we want to be perceived. Whereas our cows and whales appear as key players, both disputes are effectively a ‘history of people with animals in it” (Davis 551). In other words, these disputes were not really about the lives of our farmed cows or whales.The Federal Government sought to reposition the 2011 live export controversy as providing (another) opportunity "to influence animal welfare conditions in importing countries,” drawing from our own claimed worlds-best practices (Department of Agriculture and Water Resources). The “solution” put forward by White and Jones solution was for Australian farmed cows to be killed here. Underpinning both was an implicit claim that we kill cows in a nicer, more humane and better way: "Australians are naturally more compassionate, more properly developed; more human” (Dalziell and Wadiwel 84).Similarly, the Federal Government’s pursuit of a position of world-leadership in opposing whaling was rooted in claims of our moral progress as a nation. Having formally recognised the specialness of whales in the 1970s, it was our duty to pursue their protection internationally. We could individually and collectively express national identity on our wrists, through wearing a government-provided saveourwhales.gov.au wristband. Collectively, we would not stand by and let the "gruesome, bloody, medieval” practice of Japanese whaling continue in our waters (“Japanese”). Legal action undertaken in the ICJ was the penultimate pronouncement.In short, expressions of concerns for our cows whales positioned their bodies as sites for the mapping of relational constructions of our identity and nationhood.Author’s NoteFor valuable comments on earlier drafts, I thank Talei Vulatha, Ben Hightower, Scott East and two anonymous referees.References“Broader Ban the Next Step: Animal Group.” Sydney Morning Herald, 8 June 2011. 11 July 2018 <https://www.smh.com.au/environment/conservation/broader-ban-the-next-step-animal-group-20110608-1frsr.html>.Caulfield, Malcolm. Handbook of Australian Animal Cruelty Law. North Melbourne: Animals Australia, 2009.Dalziell, Jacqueline, and Dinesh Joseph Wadiwel. “Live Exports, Animal Advocacy, Race and ‘Animal Nationalism’.” Meat Culture. Ed. Annie Potts. Brill Academic Pub., 2016. 73-89.Day, David. The Whale War. Random House, Inc., 1987.Della Porta, Donatella, and Mario Diani. Social Movements: An Introduction. 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Taste and Lively Matter in the Anthropocene This paper is concerned with the role of taste in relation to food produced in backyard or community gardens. Taste, as outlined by Bourdieu, is constructed by many factors driven primarily by one’s economic position as well as certain cultural influences. Such arguments tend to work against a naïve reading of the “natural” attributes of food and the biological impulses and responses humans have to taste. Instead, within these frameworks, taste is positioned as a product of the machinations of human society. Along these lines, it is generally accepted that the economic and, consequently, the social shaping of tastes today have been significantly impacted on by the rise of international agribusiness throughout the twentieth century. These processes have greatly reduced the varieties of food commercially available due to an emphasis on economies of scale that require the production of food that can be grown in monocultures and which can withstand long transport times (Norberg-Hodge, Thrupp, Shiva). Of course, there are also other factors at play in relation to taste that give rise to distinction between classes. This includes the ways in which we perform our bodies and shape them in the face of our social and economic conditions. Many studies in this area focus on eating disorders and how control of food intake cannot be read simply as examples of disciplined or deviant bodies (Bordo, Probyn, Ferreday). Instead, the links between food and subjectivity are much more complex. However, despite the contradictions and nuance acknowledged in relation to understandings of food, it is primarily conceptualised as an economic and symbolic good that is controlled by humans and human informed processes. In line with the above observations, literature on food provisioning choices in the areas of food sociology and human geography tends to focus on efforts to understand food purchasing decisions and eating habits. There is a strong political-economic dimension to this research even when its cultural-symbolic value is acknowledged. This is highlighted by the work of Julie Guthman which, among other things, explores “the conversion of tastes into commodities (as well as the reverse)” (“Commodified” 296). Guthman’s analysis of alternative food networks, particularly the organic sector and farmers markets, has tended to reaffirm a Bourdieuan understanding of class and distinction whereby certain foods become appropriated by elites, driving up price and removing it from the reach of ordinary consumers (“Commodified”, “Fast Food”). There has also been, however, some recognition of the limits of such approaches and acknowledgement of the fragility and porous nature of boundaries in the food arena. For example, Jordan points out in her study of the heirloom tomato that, even when a food is appropriated by elites, thereby significantly increasing its cost, consumption of the food and its cultural-symbolic meaning can continue unchanged by those who have traditionally produced and consumed the food privately in their gardens. Guthman is quite right to highlight the presence of huge inequities in both mainstream and alternative food systems throughout the world. Food may, however, be able to disrupt the dominance of these economic and social representations through its very own agentic qualities. To explore this idea, this paper draws on the work of political theorist, Jane Bennett, and eco-feminist, Val Plumwood, and applies some of their key insights to data gathered through in-depth interviews with 20 community gardeners and 7 Canberra Show exhibitors carried out from 2009 to 2012. These interviews were approximately 1 to 2 hours long in duration and were carried out in, or following, an extensive tour of the gardens of the participants, during which tastings of the produce were regularly offered to the interviewers. Jane Bennett sets out to develop a theoretical approach which she names “thing-power materialism” which is grounded in the idea that objects, including food, have agency (354). Bennett conceptualises this idea through her notion of “lively matter” and the “thing power” of objects which she defines as “the curious ability of inanimate things to animate, to act, to produce effects dramatic and subtle” (“The force” 351, “Vibrant”). The basic idea here is that if we are willing to read agency into the nonhuman things around us, then we become forced to recognise that humans are simply one more element of a world of things which can act on, with or against others through various assemblages (Deleuze and Guatarri). These assemblages can be made, undone and rebuilt in multiple ways. The power of the elements to act within these may not be equal, but nor are they stable and static. For Bennett, this is not simply a return to previous materialist theories premised on naïve notions of object agency. It is, instead, a theory motivated by attempts to develop understandings and strategies that encourage engaged ecological living practices which seek to avoid ongoing human-inflicted environmental damage caused by the “master rationality” (Plumwood) that has fuelled the era of the anthropocene, the first geological era shaped by human action. Anthropocentric thinking and its assumptions of human superiority and separateness to other elements of our ecological mesh (Morton “Thinking”) has been identified as fuelling wasteful, exploitative, environmentally damaging practices. It acts as a key impediment to the embrace of attitudinal and behavioural changes that could promote more ecologically responsible and sustainable living practices. These ideas are particularly prominent in the fields of ecological humanities, ecological feminism and political theory (Bennett “The force”, “Vibrant”; Morton “Ecological”, “Thinking”, “Ecology”; Plumwood). To redress these issues and reduce further human-inflicted environmental damage, work in these spaces tends to highlight the importance of identifying the interconnections and mutual reliance between humans and nonhumans in order to sustain life. Thus, this work challenges the “master rationality” of the anthropocene by highlighting the agentic (Bennett “The force,” “Vibrant”) or actant (Latour) qualities of nonhumans. In this spirit, Plumwood writes that we need to develop “an environmental culture that values and fully acknowledges the nonhuman sphere and our dependency on it, and is able to make good decisions about how we live and impact on the nonhuman world” (3). Food, as a basic human need, and its very gustatory taste, is animated by nonhuman elements. The role of these nonhumans is particularly visible to those who engage in their own gardening practices. As such, the ways in which gardeners understand and speak of these processes may provide insights into how an environmental culture as envisaged by Plumwood could be supported, harnessed and shared. The brevity of this paper means only a quick skim of the murky ontological waters into which its wades can be provided. The overarching aim is to identify how the recent resurgence of cultural materiality can be linked to the ways in which everyday people conceptualise and articulate their food provisioning practices. In so doing, it demonstrates that gardeners can conceptualise their food, and the biological processes as well as the nonhuman labour which bring it to fruition, as having actant qualities. This is most overtly recognised through the gardeners’ discussions of how their daily habits and routines alter in response to the qualities and “needs” of their food producing gardens. The gardeners do not express this in a strict nature/culture binary. Instead, they indicate an awareness of the interconnectedness and mutual reliance of the human and nonhuman worlds. In this way, understandings of “taste,” as produced by human centred relations predicated on exchange of capital, are being rethought. This rethinking may offer ways of promoting a more sustainable engagement with ecological beliefs and behaviours which work against the very notion of human dominance that produced the era of the anthropocene. Local Food, Taste and Nonhuman Agency Recent years have seen an increase in the purchasing, sale and growing of local food. This has materialised in multiple forms from backyard, verge and community gardens to the significant growth of farmers markets. Such shifts are attributed to increasing resistance to the privileging of globalised and industrial-scale agri-business, practices which highlight the “master rationality” underpinning the anthropocene. This backlash has been linked to environmental motivations (Seyfang “Shopping,” “Ecological,” “Growing”); desires to support local economies (particularly the financial well-being of farmers) (Norberg-Hodge); and health concerns in relation to the use of chemicals in food production (Goodman and Goodman). Despite evidence that people grow or buy food based on gustatory taste, this has received less overt attention as a motivator for food provisioning practices in the literature (Hugner). Where it is examined, taste is generally seen as a social/cultural phenomenon shaped by the ideas related to the environmental, economic and health concerns mentioned above. However, when consumers discuss taste they also refer to notions of freshness, the varieties of food that are available, and nostalgia for the “way food used to be”. Taste in its gustatory sense and pleasure from food consumption is alluded to in all of the interviews carried out for this research. While the reasons for gardening are multiple and varied, there is a common desire to produce food that tastes better and, thus, induces greater pleasure than purchased food. As one backyard gardener and successful Royal Canberra Show exhibitor notes: “[e]verything that you put [grow] in the garden [has a] better taste than from the market or from the shop.” The extent of this difference was often a surprise for the gardeners: “I never knew a home grown potato could taste so different from a shop bought potato until I grew [my own] […] and I couldn’t believe the taste.” The gardeners in this research all agreed that the taste of commercially available fruit and vegetables was inferior to self-produced food. This was attributed to the multiple characteristics of industrialised food systems. Participants referred specifically to issues ranging from reduction in the varieties available to the chemical intensive practices designed to lead to high yields in short periods of time. The resulting poor taste of such foods was exemplified by comments such as shop bought tomatoes “don’t taste like tomatoes” and the belief that “[p]otatoes and strawberries from the shop taste the same as each other”. Even when gardeners raised health concerns about mainstream food, emphasising their delight in growing their own because they “knew what had gone into their food” (Turner, “Embodied”), the issue of taste continued to play an important role in influencing their gardening practices. One gardener stated: “I prefer more [food that] is tasty than one that is healthy for me”. The tastiest food for her came from her own community garden plot and this motivated her to travel across town most days to tend the garden. While tasty food was often seen as being more nutritious, this was not the key driver in food production. The superior taste of the fruit and vegetables grown by these gardeners in Canberra calls their bodies and minds into action to avoid poor tasting food. This desire for tasty food was viewed as common to the general population but was strongly identified as only being accessible to people who grow their own. A backyard gardener, speaking of the residents of an aged care facility where he volunteers observes: “[w]hen you…meet these people they've lost that ability to do any gardening and they really express it. They miss the taste, the flavours.” Another backyard gardener and Show exhibitor recounted a story from two years prior when he and his wife invited guests for a New Year’s Day lunch. While eating their meal, a guest asked “did you grow these carrots?” When he confirmed that he had, she declared: “I can taste it.” Others noted that many young people don’t know what they are missing out on because they have never tasted home-grown produce. Through the sense of taste, the tomatoes, potatoes and carrots and myriad of other foodstuffs grown at homes or in community gardens actively encourage resistance to, or questioning of, the industrial agricultural system and its outputs. The gardeners link poor tasting food to a loss of human responsiveness to plants resulting from the spatial characteristics of industrial agriculture. Modern agribusiness requires large-scale, global production and streamlined agricultural processes that aim to limit the need for producers to respond to unique climatic and soil conditions (through genetically modification technology, see Turner, “Reflections”) and removes the need, and capacity, for individual care of plants. This has led to heavy reliance on agricultural chemicals. The gardeners tend to link high-level usage of pesticides and herbicides with poor taste. One highly successful Show exhibitor, states that in his food, “There’s better taste …because they haven’t got the chemicals in them, not much spray, not much fertiliser, for that is better”. However, when chemical use is limited or removed, the gardeners acknowledge that food plants require more intensive and responsive human care. This involves almost daily inspection of individual plants to pick off and squash (or feed to chickens and birds) the harmful bugs. The gardeners need to be vigilant and capable of developing innovative techniques to ensure the survival of their plants and the production of tasty food. They are, of course, not always successful. One organic community gardener lamented the rising populations of slaters and earwigs which could decimate whole beds of newly sprouted seedlings overnight. This was a common issue and, in response, the gardeners research and trial new methods of control (including encouraging the introduction of “good” bugs into the ecosystem through particular plantings). Ultimately, however, the gardeners were resigned to “learn[ing] to live with them [the ‘bad’ bugs]” while exerting regular bodily and mental efforts to reduce their populations and maximise their own food production. The lack of ultimate control over their growing patch, and the food it could produce, was acknowledged by the gardeners. There was an awareness and understanding of the role nonhuman elements play in food production, ranging from weather conditions to soil microbes to bugs. The gardeners talk of how their care-giving is responsive to these elements. As one community gardener asserts: “…we prefer to … garden in a way that naturally strengthens the plant immune system.” This involves regular attention to soil microbes and the practice of what was referred to as “homeopathic” gardening. Through a responsive approach to the “needs” of plants, the soil, and other nonhuman elements, the plants then delivered “vitamins and minerals” to the gardeners, packaged in tasty food. The tastiest foods ensured their survival through seed-saving practices: “[i]f something tastes good, we’ll save the seed from it”. In this way, the plant’s taste encourages gardeners to invest their human labour to secure its future. The production of tasty food was understood to be reliant on collaborative, iterative and ongoing efforts between human and nonhuman elements. While gardening has often been represented as an attempt to bend nature to the will of humans (Power), the gardeners in this study spoke about working with nature in their quest to produce good tasting food. This was particularly evident in the interviews with gardeners who exhibit produce in the Canberra Show (see NMA for further details). However, despite the fact that taste is the key motivator for growing their own food, it is not a factor in Show judging. Instead, fruit and vegetable entries (those not turned into value added goods such as jams or relishes) are judged on appearance. While this focus on appearance tends to perpetuate the myth that the fruits and vegetables we consume should conform to an ideal type that are blemish free and uniform in size (just as is prized in industrialised agriculture), the act of gardening for the Show and the process of selecting produce to enter, contradicted this assumption. Instead, entering the Show seemed to reinforce awareness of the limits of human control over nature and emphasise the very agency of nonhuman elements. This is highlighted by one exhibitor and community gardener who states: I suppose you grow vegetables for the enjoyment of eating them, but there’s also that side of getting enough and perfecting the vegetables and getting… sometimes it’s all down to the day of whether you’ve got three of something, if it’s the right size and colour and so I’ll enter it [in the Show] on the day instead of putting an entry form in before …you just don’t know what you’re going to have, the bugs decide to eat this or the mice get it or something. There’s always something. In this way, where “there’s always something” waiting to disrupt a gardener’s best laid plans, the exhibitors involved in this project seem to be acutely aware of the agency of nonhumans. In these interviews there is evidence that nonhuman elements act on the gardeners, forcing them to alter their behaviours and engage with plants to meet both of their needs. While perfect specimens can sometimes be grown for the Show, the gardeners acknowledge that this can only be done with an element of luck and careful cultivation of the partnership between human and nonhuman elements in the garden. And, even then, you never know what might happen. This lack of ultimate control is part of the challenge and, thus, the appeal, of competing in the Show. Conclusion The era of the anthropocene demonstrates the consequences of human blindness to ecological matters. Myths of human supremacy and a failure to respect nonhuman elements have fuelled a destructive and wasteful mentality that is having serious consequences for our environment. This has prompted efforts to identify new environmental cultures to promote the adoption of more sustainable lifestyles. The resurgence of cultural materialism and the agentic capacity of objects is one key way in which this is being explored as a means of promoting new ethical approaches to how humans live their lives enmeshed with nonhumans. Food, as a basic necessity, provides a key way in which the interconnected relationships between humans and nonhumans can be brought to the fore. Taste, as a biological response and organic attribute of foodstuffs, can induce humans to act. It can cause us to alter our daily habits, behaviours and beliefs. Perhaps a more attentive approach to food, its taste and how it is produced could provide a framework for rethinking human/nature relations by emphasising the very limits of human control. References Bordo, Susan. Unbearable Weight: Feminism, Western Culture and the Body. Berkeley, CA: U of California P, 1993. Bourdieu, Pierre. Distinction: A Social Critique of the Judgement of Taste. Trans. R. Nice. Cambridge: Harvard UP, 1984. Bennett, Jane. “The Force of Things: Steps Toward an Ecology of Matter.” Political Theory 32.3 (2004): 347–372. ---. Vibrant Matter: A Political Ecology Of Things. Durham, NC: Duke UP, 2010. Deleuze, Gilles, and Felix Guattari. A Thousand Plateaus: Capitalism and Schizophrenia. Minneapolis: U of Minnesota P, 1993. Ferreday, Donna. “Unspeakable Bodies: Erasure, Embodiment and the Pro-Ana Community.” International Journal of Cultural Studies 6 (2003): 277–295. Goodman, David, and Michael Goodman. “Alternative Food networks.” International Encyclopedia of Human Geography. Ed. R. Kitchin and N. Thrift. Oxford: Elsevier, 2008. Guthman, Julie. “Commodified Meanings, Meaningful Commodities: Re–thinking Production–Consumption Links through the Organic System of Provision.” Sociologia Ruralis 42.4 (2002): 295–311. ---. “Fast Food/Organic Food: Reflexive Tastes and the Making of ‘Yuppie Chow’.” Social and Cultural Geography 4.1 (2003): 45–58. Hugner, Renee. S., Pierre McDonagh, Andrea Prothero, Clifford J. Scultz, and Julie Stanton. “Who Are Organic Food Consumers?: A Compilation And Review Of Why People Purchase Organic Food.” Journal of Consumer Behaviour 6.2–3 (2007): 94–110. Jordan, Jennifer A. “The Heirloom Tomato as Cultural Object: Investigating Taste and Space.” Sociologia Ruralis 47.1 (2007): 20–41. Latour, Bruno. Science in Action: How to Follow Scientists and Engineers Through Society. Milton Keynes: Open UP, 1987. Morton, Timothy. The Ecological Thought. Cambridge, MA: Harvard University Press, 2010. ---. “Thinking Ecology, the Mesh, the Strange Stranger and the Beautiful Soul.” Collapse VI (2010): 265–293. ---. Ecology without Nature. Cambridge, MA: Harvard UP, 2007. National Museum of Australia Urban Farming and the Agricultural Show. 12 Mar. 2014. ‹http://www.nma.gov.au/online_features/urban_farming_agricultural_show/home›. Norberg-Hodge, Helena. “Beyond the Monoculture: Strengthening Local Culture, Economy and Knowledge.” The Journal of Sustainability Education. 19 Mar. 2012. 13 Mar. 2014 ‹http://www.jsedimensions.org/wordpress/content/beyond-the-monoculture-strengthening-local-culture-economy-and-knowledge_2012_03›. Plumwood, Val. Environmental Culture: The Ecological Crisis of Reason. London and New York: Routledge, 2002. Power, Emma. “Human-Nature Relations in Suburban Gardens.” Australian Geographer 36.1 (2005): 39–53. Probyn, Elspeth. Carnal Appetites: Foodsexidentites. London: Routledge, 2000. Seyfang, Gil. “Shopping for Sustainability: Can Sustainable Consumption Promote Ecological Citizenship?”. Environmental Politics 14.2 (2005): 290–306. -----. “Ecological Citizenship and Sustainable Consumption: Examining Local Organic Food Networks.” Journal of Rural Studies 22 (2006): 383–395. -----. “Growing Sustainable Consumption Communities: The Case Of Local Organic Food Networks.” International Journal of Sociology and Social Policy 27.3/4 (2007): 120–134. Shiva, Vandana. Stolen Harvest: The Hijacking of the Global Food Supply. Cambridge, MA: South End P, 2000. Thrupp, Lori Ann. “Linking Agricultural Biodiversity and Food Security.” International Affairs 76.2 (2000): 265–282. Turner, Bethaney. “Embodied Connections: Sustainability, Food Systems And Community Gardens.” Local Environment: The International Journal of Justice and Sustainability 16.6 (2011): 509-522. ---. “Reflections On a New Technology”. National Museum of Australia 2012. 12 Mar. 2014. ‹http://www.nma.gov.au/history/pate/objects/collection_reflections/genetically_modified_food_and_farming›. Acknowledgements Thank you to the gardeners who volunteered to be part of this study. The interviews related to the Royal Canberra Show were carried out as part of a collaborative project between the Faculty of Arts and Design at the University of Canberra (Joanna Henryks and Bethaney Turner) and the People and the Environment team (George Main and Kirsten Wehner) at the National Museum of Australia.

There are three stages in internet dating: first, the emailing back and forth; second, the phone conversation; and third, the meeting for 'coffee'. But before we discuss the three stages, here are some hints about the preliminary work you have to do. At the outset, you have to trawl through the thousands of people who have placed their profiles on the site. This is aided by limiting your search to a certain age spread, and your city or region. Then you can narrow it down further by checking educational background, whether they have kids, whether they write in New Age jargon, etc You have to try to assess, from their self-descriptions, which ones are likely to be compatible. You also scrutinise their photos, of course, as they will yours — but don't trust these images entirely — more on that later. Self-description. Almost without exception, women and men who describe their main interests as 'romantic walks on the beach and candle-lit dinners' have no real interests and as much personality as a lettuce. Those who say what matters to them is "good food and wine with a classy guy/lady" have a personality, but it's a repugnant one. Here is a useful binary opposition that could provide a useful key to gauging compatibility: people vary in terms of their degree of interiority and exteriority. People with interiority have the ability to think a little abstractly, can discuss emotions, probably read books as well as watch films. They analyse life rather than just describing it. People mainly given to exteriority find their pleasure in doing things — like boating or nightclubs or golf. They see themselves in the world in a different way. Of course, we are all a mixture of the two — and perhaps the best bet is someone who isn't at one extreme end of the spectrum or the other. Useful tip 1. The 'spiritual woman': for reasons unclear, and despite the fact that Australia is one of the most pagan nations on Earth, a disproportionate number of women, rather than men, claim to be religious. Perhaps because in general, women are still more inclined to interiority than men. But most religious women don't expect a partner to be. Instead, the people to be very careful about are the New Agers — they are a large and growing sub-group and apparently spend much of their time devouring books on spirituality, personal growth and self-love. If you have any sort of intellect, or are just a middling humanist who occasionally ponders "Is this all there is? " these people will drive you nuts with their vague platitudes about knowing their inner child. On the other hand, if they seem terrific in all other respects, you can probably gain their respect by saying in a reflective manner, "Is this all there is?" If you can arrange to be gazing at the star-stained night sky while saying this, all the better. This may seem calculating, but we are all putting on a performance when courting. A lot of single people have self-esteem and loneliness issues, and a personal God, the universe, and astrology make them feel less lonely. Useful tip 2: say that although you don't subscribe to mainstream religion, you feel close to some kind of spirituality when gardening — and add how you love to plant herbs. Some okay herbs to mention are: Rosemary, Thyme, Sage. Chuck a couple of these weed-like green things in your garden just in case. Useful tip 3: no matter what else you do, at all costs avoid anyone who smacks of fundamentalism. This cohort takes the Bible literally, think dinosaurs roamed the planet only a few years before Shakespeare, want gay people to admit they are an abomination - and above all, fundos cannot be reasoned with — not in your lifetime. They are deeply insecure and frightened people — which is sad, so be sympathetic to their plight - but don't get drawn into the vortex. Besides, talking about the approach of Armageddon every date gets a bit tedious. Education: It is usually best to pick someone who has an approximately similar level of education to yourself. Having a tertiary education often gives a person a different way of seeing themselves, and of perceiving others. On the other hand, it is possible to do a five year degree in a narrow professional area and know nothing at all useful about human beings and how they operate. (Ref: engineers, dentists, gynaecologists). There are high school graduates who are better-read and more intelligent than most products of a university. So it is up to the individual case. It is a plus to be interested in your partner's work, but not essential. It can be a minus to be in the same field. Ask yourself this: if you were living with this person and you asked them at night how their day had been, would the answer send you to sleep in less than a minute? A lovely man or woman who is an accountant will likely wax lyrical about having just discovered a $245 error in a billing data base. Their face will be flushed with pride. Can your respond appropriately? How often? Or the love of your life may work in an oncology ward, and regale you with the daily triumph of removing sputum from the chests of the moribund. Are you strong enough for that? And worst of all, you may go out with a writer or poet, who regularly drones on about how their rival always gets friendly reviews from his/her newspaper mates, even though they write books full of derivative, precious crap. Sense of humour (SOH): Most men and women will claim in their profile to have a sense of humour — to love to laugh — and, surprisingly often, to have a 'wicked sense of humour'. This is a difficult personal quality to get a bearing on. You may yourself be the kind of person who tricks themselves into thinking their date has a great sense of humour simply because they laughed at your jokes. That is not having a SOH. Having a SOH is possessing the ability to make others laugh — it is active as well as passive. Do they make you laugh? Are their emails touched with wit and whimsy — or just shades of cute? Is one of their close friends, the one who actually possesses a SOH, helping write their emails? It has been known to happen. You will gain a better sense of the SOH situation during the phone call, and definitely during the coffee. Interests: Most internet websites give people the chance to describe themselves by jotting down their favourite music, books, movies, sport. Often this is pretty much all you will know about what interests them, and it is an imperfect instrument. Many internet dating women say they like all music except heavy metal. Why there is this pervasive, gut-wrenching female fear of the E, A and B chords played loudly is a mystery. Anyway, some of those bands even throw in a G or C#m. But who cares. If you are a bloke, hide your Acca Dacca CDs and buy some world music CDs. New Agers of either sex will have collections full of warbling pan pipes, waterfalls and bird calls. If they are a great person in other respects, then you'll just have to get used to the flock of magpies and whip birds in the dining or bedroom. Photographs: Now, the photo on the profile is only a vague guide. It is useful for confirming the person belongs to homo sapiens, but not a lot else. Some people get a professional pic taken, but most include happy snaps, and that is a blow struck for candidness. The more the photo looks like a "glamour" shot, the softer the focus, the less reliable it is. You can get some idea of whether someone is attractive, handsome, cute or weird from the photo. But — and this is really important — they will always look different in the flesh. They will have grown a beard, cut or streaked their hair, and you will for the first time notice they have a nose the size of the AMP building. Fortunately for men, though women are not oblivious to the looks factor, they tend to be more tolerant and less shallow about it. There is a recent trend for women and men with children to put he most attractive and least manic one in the profile photo with them. This signifies: a) love me, love my kid, because I'm proud of James/Jessica/Jade; b) family values; c) at least my kid only has one head. Stage One. The first stage is in some ways the most enjoyable. It is low risk, low stress, you have the pleasurable experience of a comfortable adventure. There is anticipation, getting to know someone, being complimented on your fascinating emails and witty humour (if it's going well), and all the while wearing an old t-shirt and dirty, checked shorts or fluffy slippers. There is the extreme luxury of re-inventing yourself, of telling your favourite story (your own life-story) again and again to a new audience, the little joys of self-disclosures, the discoveries of like-interests, the occasion when they add at the bottom of their letter "looking forward to hearing from you soon". The writing stage is where you try to establish whether you have intellectual, emotional and cultural compatibility — and whether the person is sincere and relatively well-balanced (I stress 'relatively' — no one is perfect). The discovery process is one of exchanging increasingly personal information — work history, enthusiasms and dislikes, family background. She will want to know whether you are 'over' your last girlfriend/partner/wife. Not surprisingly. A lot of internet men are still bitter about their ex — either that, or they rave on about the saintliness of their ex. If encouraged, women will also tell you about the bastard who refused to pay maintenance. There are clearly a lot of those bastards out there. Both of these practices are unwise on the first coffee if you don't want to scare your potential partner off. In reality, you probably are still seething with hurt and injustice as a result of your last dumping, and maybe even the one before that. You may lie in bed at night thinking nostalgically of your ex's face — but this is a dark secret which you must never reveal. People will ask you to be open, but they don't want that open. Involve your friends: without exception, your close friends will enjoy being part of the process when you are deciding which men or women to contact on the internet. You first make a long short list by browsing through the hundreds of profiles. Print off those profiles, then get your friends to sort through them with you. If you have experience in being on selection panels for jobs, this will help. It is a quite complex matter of weighing up a whole range of variables. For example, candidate A will be gorgeous and sexy, have compatible interests, bearable taste in music, be the right age, but have two small children and live on the other side of town. Candidate B will be less attractive, but still look pretty good, have no children, and a very interesting job. Candidate C will be attractive, have two teenage children with whom he/she shares custody, a worthy but dull job, but seems to have an especially self-aware and witty personality. It's tough work rating these profiles, and the best you can do is whittle them down to a top three, and write to all of them. In the emailing stage, you will get more data to either enhance or diminish their desirability. And remember, no one is perfect: if you find someone with a beautiful brain and body who loves Celine Dion — just put up with it. As Buddhists point out, suffering cannot be avoided if you are to live a full life. But let your friends help you with that selection process — they will remind you of important issues that somehow escape your attention; such as: you really don't like other people's children in reality, just in theory. The last time you went out with someone who was newly broken up or divorced he/she hadn't got over his/her girlfriend/husband. Anyone who describes themselves as a 'passionate playmate' is probably unbalanced and tries to find male/female acceptance through over-sexualising or infantalising themselves. It means nothing that someone describes their children as "beautiful" — all mothers/fathers think that, even of the most ghastly, moronic offspring. You really don't like nightclubs any more and you are an awkward dancer. The last time you fell in love with, and tried to rescue, someone with serious emotional 'issues', it led to unimaginable misery, and you swore in future to leave such rescues to the professionals. And so on. Listen to your friends — they know you. And your bad choices impinge on their lives too. Writing is a powerful means of constructing a 'self' to project to others. There is a Thomas Hardy story about a young man who meets a beautiful girl at a fair — but he must return to London. They agree to write to each other. Only the beautiful girl is illiterate, so she asks her employer, an older woman, to ghost-write her love letters to the young man, and the employer kindly agrees. The young man falls in love with the soul and mind of the sensitive and intelligent writer of the letters and assumes the beautiful young girl has authored them. The employer also falls in love with him through his letters. Only on the day he marries the girl does he discover that he has married the wrong woman. This tale tells us about the richness of the written word, but it omits an important point — you can be intrigued and drawn to someone through his or her e-mails, but find on meeting him or her that there is no chemistry at all. Works Cited This creative non-fiction article was based on primary research. The largest Australian internet dating service is RSVP (www.rsvp.com.au). I mainly used that for my research and ensuing coffees/participant observation. There are other sites I checked out, including: www.datenet.com.au www.AussieMatchMaker.com.au www.findsomeone.com.au www.VitalPartners.com.au www.personals.yahoo.com.au There are also internet dating site guides such as: www.shoptheweb.com.au/dating.shtml www.theinternetdatingguide.com www.moonlitwalks.com www.singlesites.com/Australian_Dating.htm Citation reference for this article Substitute your date of access for Dn Month Year etc... MLA Style Neilsen, Philip. "An extract from 'The Internet of Love'" M/C: A Journal of Media and Culture 5.6 (2002). Dn Month Year < http://www.media-culture.org.au/0211/internet.php>. APA Style Neilsen, P., (2002, Nov 20). An extract from "The Internet of Love". M/C: A Journal of Media and Culture, 5,(6). Retrieved Month Dn, Year, from http://www.media-culture.org.au/0211/internet.html

"Outwit, Outplay, Outlast" "All entertainment has hidden meanings, revealing the nature of the culture that created it" ( 6). This quotation has no greater relevance than for the most powerful entertainment medium of all: television. In fact, television has arguably become part of the "almost unnoticed working equipment of civilisations" (Cater 1). In other words, TV seriously affects our culture, our society, and our lives; it affects the way we perceive and approach reality (see Cantor and Cantor, 1992; Corcoran, 1984; Freedman, 1990; Novak, 1975). In this essay, I argue that the American television programme Survivor is an example of how entertainment (TV in particular) perpetuates capitalistic ideologies. In other words, Survivor is a symptom of American economic culture, which is masked as an "interpersonal game". I am operating under the assumption that television works "ideologically to promote and prefer certain meanings of the world, to circulate some meanings rather than others, and to serve some interests rather than others" (Fiske 20). I argue that Survivor promotes ideals on two levels: economic and social. On the economic level, it endorses the pursuit of money, fame, and successful careers. These values are prevalent in American society and have coalesced into the myth of the "American Dream", which stands for the opportunity for each individual to get ahead in life; someone can always become wealthy (see White, 1988; Cortes, 1982; Grambs, 1982; Rivlin, 1992). These values are an integral part of a capitalistic society, and, as I will illustrate later, Survivor is a symptom of these ideological values. On the second level, it purports preferred social strategies that are needed to "win" at the game of capitalism: forming alliances, lying, and deception. Ideology The discussion of ideology is critical if we are to better understand the function of Survivor in American culture. Ideologies are neither "ideal" nor "spiritual," but rather material. Ideologies appear in specific social institutions and practices, such as cultural artefacts (Althusser, For Marx 232). In that way, everyone "lives" in ideologies. Pryor suggests that ideology in cultural practices can operate as a "rhetoric of control" by structuring the way in which people view the world: Ideology `refracts' our social conditions of existence, structuring consciousness by defining for us what exists, what is legitimate and illegitimate, possible and impossible, thinkable and unthinkable. Entering praxis as a form of persuasion, ideology acts as a rhetoric of control by endorsing and legitimising certain economic, social and political arrangements at the expense of others and by specifying the proper role and position of the individual within those arrangements. (4) Similarly, Althusser suggests, "ideology is the system of ideas and representations which dominate the mind of a man or a social group" (Ideology 149). Thus, ideology, for Althusser, represents the way individuals "live" their relations to society (Eagleton 18). Grossberg suggests, "within such positions, textuality is a productive practice whose (imaginary) product is experience itself. Experience can no longer serve as a mediation between the cultural and the social since it is not merely within the cultural but is the product of cultural practices" (409). The "text" for study, then, becomes the cultural practices and structures, which determine humans. Althusser concludes that ideology reifies our affective, unconscious relations with the world, and determines how people are pre-reflectively bound up in social reality (Eagleton 18). Survivor as a Text In the United States, the "reality TV" genre of programming, such as The Real World, Road Rules, and Big Brother (also quite famous in Europe), are currently very popular. Debuting in May, 2000, Survivor is one of the newest additions to this "reality programming." Survivor is a game, and its theme is: "Outwit, Outplay, Outlast". The premise is the following: Sixteen strangers are "stranded" on a remote island in the South China Sea. They are divided into two "tribes" of eight, the "Pagong" and "Tagi." They have to build shelter, catch food, and establish a "new society". They must work together as a team to succeed, but ultimately, they are competitors. The tribes compete in games for "rewards" (luxury items such as food), and also for "immunity". Every third day, they attend a "tribal council" in which they vote one member off the island. Whoever won the "immunity challenge" (as a tribe early in the show, later, as an individual) cannot be voted off. After several episodes, the two tribes merge into one, "Rattana," as they try to "outwit, outlast, and outplay" the other contestants. The ultimate prize is $1,000,000. The Case of Survivor As Althusser (For Marx) and Pryor suggest, ideology exists in cultural artefacts and practices. In addition, Pryor argues that ideology defines for us what is "legitimate and illegitimate," and "thinkable and unthinkable" by "endorsing certain economic and social arrangements" (4). This is certainly true in the case of Survivor. The programme is definitely a cultural artefact that endorses certain practices. In fact, it defines for us the "preferred" economic and social arrangements. The show promotes for us the economic arrangement of "winning" money. It also defines the social arrangements that are legitimate, thinkable, and necessary to win the interpersonal and capitalistic game. First, let us discuss the economic arrangements that Survivor purports. The economic arrangements that Survivor perpetuates are in direct alignment with those of the "game" of capitalism: to "win" money, success, and/or fame (which will lead to money). While Richard, the $1,000,000 prize winner, is the personification of the capitalistic/American Dream come true, the other contestants certainly have had their share of money and fame. For example, after getting voted off the island, many of the former cast members appeared on the "talk show circuit" and have done many paid interviews. Joel Klug has done approximately 250 interviews (Abele, Alexander and Lasswell 62), and Stacey Stillman is charging $1200 for a "few quotes," and $1800 for a full-length interview (Millman et al. 16). Jenna Lewis has been busy with paid television engagements that require cross country trips (Abele, Alexander and Lasswell 63). In addition, some have made television commercials. Both B. B. Andersen and Stacey Stillman appeared in Reebok commercials that were aired during the remaining Survivor episodes. Others are making their way even farther into Hollywood. Most have their own talent agents who are getting them acting jobs. For example, Sean Kenniff is going to appear in a role on a soap opera, and Gervase Peterson is currently "sifting through offers" to act in television situation comedies and movies. Dirk Been has been auditioning for movie roles, and Joel Klug has moved to Los Angeles to "become a star". Even Sonja Christopher, the 63-year-old breast cancer survivor and the first contestant voted off, is making her acting debut in the television show, Diagnosis Murder (Abele, Alexander and Lasswell 57). Finally, two of the women contestants from Survivor were also tempted with a more "risky" offer. Both Colleen Haskell and Jenna Lewis were asked to pose for Playboy magazine. While these women are certainly attractive, they are not the "typical-looking" playboy model. It is obvious that their fame has put them in the mind of Hugh Heffner, the owner of Playboy. No one is revealing the exact amount of the offers, but rumours suggest that they are around $500,000. Thus, it is clear that even though these contestants did not win the $1,000,000, they are using their famous faces to "win" the capitalistic game anyway. Not only does Survivor purport the "preferred" economic arrangements, it also defines for us the social arrangements needed to win the capitalistic game: interpersonal strategy. The theme of the strategy needed to win the game is "nice guys don't last". This is demonstrated by the fact that Gretchen, a nice, strong, capable, and nurturing "soccer mother" was the seventh to be voted off the island. There were also many other "nice" contestants who were eventually voted off for one reason or another. However, on the other hand, Richard, the million-dollar winner, used "Machiavellian smarts" to scheme his way into winning. After the final episode, he said, "I really feel that I earned where I am. The first hour on the island I stepped into my strategy and thought, 'I'm going to focus on how to establish an alliance with four people early on.' I spend a lot of time thinking about who people are and why they interact the way they do, and I didn't want to just hurt people's feelings or do this and toss that one out. I wanted this to be planned and I wanted it to be based on what I needed to do to win the game. I don't regret anything I've done or said to them and I wouldn't change a thing" (Hatch, n.pag.). One strategy that worked to Richard's advantage was that upon arriving to the island, he formed an alliance with three other contestants: Susan, Rudy, and Kelly. They decided that they would all vote the same person off the island so that their chances of staying were maximised. Richard also "chipped in", did some "dirty work", and ingratiated himself by being the only person who could successfully catch fish. He also interacted with others strategically, and decided who to vote off based on who didn't like him, or who was more likeable than him (or the rest of the alliance). Thus, it is evident that being part of an alliance is definitely needed to win this capitalistic game, because the four people who were part of the only alliance on the island were the final contestants. In fact, in Rudy's (who came in third place) final comments were, "my advice for anybody who plays this game is form an alliance and stick with it" (Boesch, n.pag.). This is similar to corporate America, where many people form "cliques", "alliances", or "particular friendships" in order to "get ahead". Some people even betray others. We definitely saw this happen in the programme. This leads to another essential ingredient to the social arrangements: lying and deception. In fact, in episode nine, Richard (the winner) said to the camera, "outright lying is essential". He also revealed that part of his strategy was making a big deal of his fishing skills just to distract attention from his schemings. He further stated, "I'm not still on the island because I catch fish, I'm here because I'm smart" (qtd. in Damitol, n.pag.). For example, he once thought the others did not appreciate his fishing skills. Thus, he decided to stop fishing for a few days so that the group would appreciate him more. It was seemingly a "nasty plan", especially considering that at the time, the other tribe members were rationing their rice. However, it was this sort of behaviour that led him to win the game. Another example of the necessity for lying is illustrated in the fact that the alliance of Richard, Rudy, Sue, and Kelly (the only alliance) denied to the remaining competitors that they were scheming. Sue even blatantly lied to the Survivor host, Jeff Probst, when he asked her if there was an alliance. However, when talking to the cameras, they freely admitted to its existence. While the alliance strategy worked for most of the game, in the end, it was destined to dissolve when they had to start voting against each other. So, just as in a capitalistic society, it is ultimately, still "everyone for her/himself". The best illustration of this fact is the final quote that Kelly made, "I learned early on in the game [about trust and lying]. I had befriended her [Sue -- part of Kelly's alliance]; I trusted her and she betrayed me. She was lying to me, and was plotting against me from very early on. I realised that and I knew that. Therefore I decided not to trust her, not to be friends with her, not to be honest with her, for my own protection" (Wiglesworth, n.pag.). Therefore, even within the winning alliance, there was a fair amount of distrust and deception. Conclusion In conclusion, I have demonstrated how Survivor promotes ideals on two levels: economic and social. On the economic level, it endorses the pursuit of money, fame, and successful careers. On the social level, it purports preferred interpersonal strategies that are needed to "win" at the game of capitalism. In fact, it promotes the philosophy that "winning money at all costs is acceptable". We must win money. We must lie. We must scheme. We must deceive. We must win fame. Whether or not the audience interpreted the programme this way, what is obvious to everyone is the following: six months ago, the contestants on Survivor were ordinary American citizens; now they are famous and have endless opportunities for wealth. References Abele, R., M. Alexander and M. Lasswell. "They Will Survive." TV Guide 48.38 (2000): 56-63. Althusser, L. For Marx. Trans. Ben Brewster. New York: Vintage Books, 1969, 1970. ---. "Ideology and Ideological State Apparatuses." Lenin and Philosophy and Other Essays. Trans. Ben Brewster. London: New Left Books, 1971. ---. Philosophy and the Spontaneous Philosophy of the Scientists. Trans. Ben Brewster. London: Verso, 1990. Boesch, R. "Survivor Profiles: Rudy." CBS Survivors Website. 2000. 26 Sep. 2000 <http://www.cbs.com/primetime/survivor/survivors/rudy_f.shtml>. Cantor, M.G., and J. M. Cantor. Prime Time Television Content and Control. Newbury Park: Sage Publications, 1992. Cater, D. "Television and Thinking People." Television as a Social Force: New Approaches to TV Criticism. Ed. D. Cater and R. Adler. New York: Praeger Publications, 1975. 1-8. Corcoran, F. "Television as Ideological Apparatus: The Power and the Pleasure." Critical Studies in Mass Communication 1 (1984): 131-45. Cortes, C. E. "Ethnic Groups and the American Dream(s)." Social Education 47.6 (1982): 401-3. Damitol. "Episode 9A -- 'Oh God! My Eyes! My Eyes!' or 'Richard Gets Nekkid'." Survivorsucks.com. 2000. 16 Oct. 2000 <http://www.survivorsucks.com/summaries.s1.9a.php>. Eagleton, T. Ideology: An Introduction. London: Verso, 1991. Ellis, K. "Queen for One Day at a Time." College English 38.8 (1977): 775-81. Freedman, C. "History, Fiction, Film, Television, Myth: The Ideology of M*A*S*H." The Southern Review 26.1 (1990): 89-106. Grambs, J. D. "Mom, Apple Pie, and the American Dream." Social Education 47.6 (1982): 405-9. Grossberg, L. "Strategies of Marxist Cultural Interpretation." Critical Studies in Mass Communication 1 (1984): 392-421. Jones, G. Honey, I'm Home! Sitcoms Selling the American Dream. New York: Grove Weidenfeld, 1992. Hatch, R. "Survivor Profiles: Richard." CBS Survivors Website. 2000. 26 Sep. 2000 <http://www.cbs.com/primetime/survivor/survivors/richard_f.shtml>. Hofeldt, R. L. "Cultural Bias in M*A*S*H." Society 15.5 (1978): 96-9. Lichter, S. R., L. S. Lichter, and S. Rothman. Watching America. New York: Prentice Hall, 1991. Millman, J., J. Stark, and B. Wyman. "'Survivor,' Complete." Salon Magazine 28 June 2000. 16 Oct. 2000 <http://www.salon.com/ent/tv/feature/2000/06/28/survivor_episodes/index.php>. Novak, M. "Television Shapes the Soul." Television as a Social Force: New Approaches to TV Criticism. Ed. D. Cater and R. Adler. New York: Praeger Publications, 1975. 9-20. Pryor, R. "Reading Ideology in Discourse: Charting a Rhetoric of Control." Unpublished Essay. Northern Illinois University, 1992. Rivlin, A. M. Reviving the American Dream. Washington, D. C.: The Brookings Institution, 1992. White, J. K. The New Politics of Old Values. Hanover: UP of New England, 1988. Wiglesworth, K. "Survivor Profiles: Kelly." CBS Survivors Website. 2000. 26 Sep. 2000 <http://www.cbs.com/primetime/survivor/survivors/kelly_f.shtml>. Citation reference for this article MLA style: Carol Morgan. "Capitalistic Ideology as an 'Interpersonal Game': The Case of Survivor." M/C: A Journal of Media and Culture 3.5 (2000). [your date of access] <http://www.api-network.com/mc/0010/survivor.php>. Chicago style: Carol Morgan, "Capitalistic Ideology as an 'Interpersonal Game': The Case of Survivor," M/C: A Journal of Media and Culture 3, no. 5 (2000), <http://www.api-network.com/mc/0010/survivor.php> ([your date of access]). APA style: Carol Morgan. (2000) Capitalistic Ideology as an 'Interpersonal Game': The Case of Survivor. M/C: A Journal of Media and Culture 3(5). <http://www.api-network.com/mc/0010/survivor.php> ([your date of access]).

About half way through Yann Arthus-Bertrand’s film Home (2009) the narrator describes the fall of the Rapa Nui, the indigenous people of the Easter Islands. The narrator posits that the Rapa Nui culture collapsed due to extensive environmental degradation brought about by large-scale deforestation. The Rapa Nui cut down their massive native forests to clear spaces for agriculture, to heat their dwellings, to build canoes and, most importantly, to move their enormous rock sculptures—the Moai. The disappearance of their forests led to island-wide soil erosion and the gradual disappearance of arable land. Caught in the vice of overpopulation but with rapidly dwindling basic resources and no trees to build canoes, they were trapped on the island and watched helplessly as their society fell into disarray. The sequence ends with the narrator’s biting remark: “The real mystery of the Easter Islands is not how its strange statues got there, we know now; it's why the Rapa Nui didn't react in time.” In their unrelenting desire for development, the Rapa Nui appear to have overlooked the role the environment plays in maintaining a society. The island’s Moai accompanying the sequence appear as memento mori, a lesson in the mortality of human cultures brought about by their own misguided and short-sighted practices. Arthus-Bertrand’s Home, a film composed almost entirely of aerial photographs, bears witness to present-day environmental degradation and climate change, constructing society as a fragile structure built upon and sustained by the environment. Home is a call to recognise how contemporary practices of post-industrial societies have come to shape the environment and how they may impact the habitability of Earth in the near future. Through reflexivity and a ritualised structure the text invites spectators to look at themselves in a new light and remake their self-image in the wake of global environmental risk by embracing new, alternative core practices based on balance and interconnectedness. Arthus-Bertrand frames climate change not as a burden, but as a moment of profound realisation of the potential for change and humans ability to create a desirable future through hope and our innate capacity for renewal. This article examines how Arthus-Bertrand’s ritualised construction of climate change aims to remake viewers’ perception of present-day environmental degradation and investigates Home’s place in contemporary climate change communication discourse. Climate change, in its capacity to affect us globally, is considered a world risk. The most recent peer-reviewed Synthesis Report of the Intergovernmental Panel on Climate Change suggests that the concentration of atmospheric greenhouse gases has increased markedly since human industrialisation in the 18th century. Moreover, human activities, such as fossil fuel burning and agricultural practices, are “very likely” responsible for the resulting increase in temperature rise (IPPC 37). The increased global temperatures and the subsequent changing weather patterns have a direct and profound impact on the physical and biological systems of our planet, including shrinking glaciers, melting permafrost, coastal erosion, and changes in species distribution and reproduction patterns (Rosenzweig et al. 353). Studies of global security assert that these physiological changes are expected to increase the likelihood of humanitarian disasters, food and water supply shortages, and competition for resources thus resulting in a destabilisation of global safety (Boston et al. 1–2). Human behaviour and dominant practices of modernity are now on a path to materially impact the future habitability of our home, Earth. In contemporary post-industrial societies, however, climate change remains an elusive, intangible threat. Here, the Arctic-bound species forced to adapt to milder climates or the inhabitants of low-lying Pacific islands seeking refuge in mainland cities are removed from the everyday experience of the controlled and regulated environments of homes, offices, and shopping malls. Diverse research into the mediated and mediatised nature of the environment suggests that rather than from first-hand experiences and observations, the majority of our knowledge concerning the environment now comes from its representation in the mass media (Hamilton 4; Stamm et al. 220; Cox 2). Consequently the threat of climate change is communicated and constructed through the news media, entertainment and lifestyle programming, and various documentaries and fiction films. It is therefore the construction (the representation of the risk in various discourses) that shapes people’s perception and experience of the phenomenon, and ultimately influences behaviour and instigates social response (Beck 213). By drawing on and negotiating society’s dominant discourses, environmental mediation defines spectators’ perceptions of the human-nature relationship and subsequently their roles and responsibilities in the face of environmental risks. Maxwell Boykoff asserts that contemporary modern society’s mediatised representations of environmental degradation and climate change depict the phenomena as external to society’s primary social and economic concerns (449). Julia Corbett argues that this is partly because environmental protection and sustainable behaviour are often at odds with the dominant social paradigms of consumerism, economic growth, and materialism (175). Similarly, Rowan Howard-Williams suggests that most media texts, especially news, do not emphasise the link between social practices, such as consumerist behaviour, and their environmental consequences because they contradict dominant social paradigms (41). The demands contemporary post-industrial societies make on the environment to sustain economic growth, consumer culture, and citizens’ comfortable lives in air-conditioned homes and offices are often left unarticulated. While the media coverage of environmental risks may indeed have contributed to “critical misperceptions, misleading debates, and divergent understandings” (Boykoff 450) climate change possesses innate characteristics that amplify its perception in present-day post-industrial societies as a distant and impersonal threat. Climate change is characterised by temporal and spatial de-localisation. The gradual increase in global temperature and its physical and biological consequences are much less prominent than seasonal changes and hence difficult to observe on human time-scales. Moreover, while research points to the increased probability of extreme climatic events such as droughts, wild fires, and changes in weather patterns (IPCC 48), they take place over a wide range of geographical locations and no single event can be ultimately said to be the result of climate change (Maibach and Roser-Renouf 145). In addition to these observational obstacles, political partisanship, vested interests in the current status quo, and general resistance to profound change all play a part in keeping us one step removed from the phenomenon of climate change. The distant and impersonal nature of climate change coupled with the “uncertainty over consequences, diverse and multiple engaged interests, conflicting knowledge claims, and high stakes” (Lorenzoni et al. 65) often result in repression, rejection, and denial, removing the individual’s responsibility to act. Research suggests that, due to its unique observational obstacles in contemporary post-industrial societies, climate change is considered a psychologically distant event (Pawlik 559), one that is not personally salient due to the “perceived distance and remoteness [...] from one’s everyday experience” (O’Neill and Nicholson-Cole 370). In an examination of the barriers to behaviour change in the face of psychologically distant events, Robert Gifford argues that changing individuals’ perceptions of the issue-domain is one of the challenges of countering environmental inertia—the lack of initiative for environmentally sustainable social action (5). To challenge the status quo a radically different construction of the environment and the human-nature relationship is required to transform our perception of global environmental risks and ultimately result in environmentally consequential social action. Yann Arthus-Bertrand’s Home is a ritualised construction of contemporary environmental degradation and climate change which takes spectators on a rite of passage to a newfound understanding of the human-nature relationship. Transformation through re-imagining individuals’ roles, responsibilities, and practices is an intrinsic quality of rituals. A ritual charts a subjects path from one state of consciousness to the next, resulting in a meaningful change of attitudes (Deflem 8). Through a lifelong study of African rituals British cultural ethnographer Victor Turner refined his concept of rituals in a modern social context. Turner observed that rituals conform to a three-phased processural form (The Ritual Process 13–14). First, in the separation stage, the subjects are selected and removed from their fixed position in the social structure. Second, they enter an in-between and ambiguous liminal stage, characterised by a “partial or complete separation of the subject from everyday existence” (Deflem 8). Finally, imbued with a new perspective of the outside world borne out of the experience of reflexivity, liminality, and a cathartic cleansing, subjects are reintegrated into the social reality in a new, stable state. The three distinct stages make the ritual an emotionally charged, highly personal experience that “demarcates the passage from one phase to another in the individual’s life-cycle” (Turner, “Symbols” 488) and actively shapes human attitudes and behaviour. Adhering to the three-staged processural form of the ritual, Arthus-Bertrand guides spectators towards a newfound understanding of their roles and responsibilities in creating a desirable future. In the first stage—the separation—aerial photography of Home alienates viewers from their anthropocentric perspectives of the outside world. This establishes Earth as a body, and unearths spectators’ guilt and shame in relation to contemporary world risks. Aerial photography strips landscapes of their conventional qualities of horizon, scale, and human reference. As fine art photographer Emmet Gowin observes, “when one really sees an awesome, vast place, our sense of wholeness is reorganised [...] and the body seems always to diminish” (qtd. in Reynolds 4). Confronted with a seemingly infinite sublime landscape from above, the spectator’s “body diminishes” as they witness Earth’s body gradually taking shape. Home’s rushing rivers of Indonesia are akin to blood flowing through the veins and the Siberian permafrost seems like the texture of skin in extreme close-up. Arthus-Bertrand establishes a geocentric embodiment to force spectators to perceive and experience the environmental degradation brought about by the dominant social practices of contemporary post-industrial modernity. The film-maker visualises the maltreatment of the environment through suggested abuse of the Earth’s body. Images of industrial agricultural practices in the United States appear to leave scratches and scars on the landscape, and as a ship crosses the Arctic ice sheets of the Northwest Passage the boat glides like the surgeon’s knife cutting through the uppermost layer of the skin. But the deep blue water that’s revealed in the wake of the craft suggests a flesh and body now devoid of life, a suffering Earth in the wake of global climatic change. Arthus-Bertrand’s images become the sublime evidence of human intervention in the environment and the reflection of present-day industrialisation materially altering the face of Earth. The film-maker exploits spectators’ geocentric perspective and sensibility to prompt reflexivity, provide revelations about the self, and unearth the forgotten shame and guilt in having inadvertently caused excessive environmental degradation. Following the sequences establishing Earth as the body of the text Arthus-Bertrand returns spectators to their everyday “natural” environment—the city. Having witnessed and endured the pain and suffering of Earth, spectators now gaze at the skyscrapers standing bold and tall in the cityscape with disillusionment. The pinnacles of modern urban development become symbols of arrogance and exploitation: structures forced upon the landscape. Moreover, the images of contemporary cityscapes in Home serve as triggers for ritual reflexivity, allowing the spectator to “perceive the self [...] as a distanced ‘other’ and hence achieve a partial ‘self-transcendence’” (Beck, Comments 491). Arthus-Bertrand’s aerial photographs of Los Angeles, New York, and Tokyo fold these distinct urban environments into one uniform fusion of glass, metal, and concrete devoid of life. The uniformity of these cultural landscapes prompts spectators to add the missing element: the human. Suddenly, the homes and offices of desolate cityscapes are populated by none other than us, looking at ourselves from a unique vantage point. The geocentric sensibility the film-maker invoked with the images of the suffering Earth now prompt a revelation about the self as spectators see their everyday urban environments in a new light. Their homes and offices become blemishes on the face of the Earth: its inhabitants, including the spectators themselves, complicit in the excessive mistreatment of the planet. The second stage of the ritual allows Arthus-Bertrand to challenge dominant social paradigms of present day post-industrial societies and introduce new, alternative moral directives to govern our habits and attitudes. Following the separation, ritual subjects enter an in-between, threshold stage, one unencumbered by the spatial, temporal, and social boundaries of everyday existence. Turner posits that a subjects passage through this liminal stage is necessary to attain psychic maturation and successful transition to a new, stable state at the end of the ritual (The Ritual Process 97). While this “betwixt and between” (Turner, The Ritual Process 95) state may be a fleeting moment of transition, it makes for a “lived experience [that] transforms human beings cognitively, emotionally, and morally.” (Horvath et al. 3) Through a change of perceptions liminality paves the way toward meaningful social action. Home places spectators in a state of liminality to contrast geocentric and anthropocentric views. Arthus-Bertrand contrasts natural and human-made environments in terms of diversity. The narrator’s description of the “miracle of life” is followed by images of trees seemingly defying gravity, snow-covered summits among mountain ranges, and a whale in the ocean. Grandeur and variety appear to be inherent qualities of biodiversity on Earth, qualities contrasted with images of the endless, uniform rectangular greenhouses of Almeria, Spain. This contrast emphasises the loss of variety in human achievements and the monotony mass-production brings to the landscape. With the image of a fire burning atop a factory chimney, Arthus-Bertrand critiques the change of pace and distortion of time inherent in anthropocentric views, and specifically in contemporary modernity. Here, the flames appear to instantly eat away at resources that have taken millions of years to form, bringing anthropocentric and geocentric temporality into sharp contrast. A sequence showing a night time metropolis underscores this distinction. The glittering cityscape is lit by hundreds of lights in skyscrapers in an effort, it appears, to mimic and surpass daylight and thus upturn the natural rhythm of life. As the narrator remarks, in our present-day environments, “days are now the pale reflections of nights.” Arthus-Bertrand also uses ritual liminality to mark the present as a transitory, threshold moment in human civilisation. The film-maker contrasts the spectre of our past with possible visions of the future to mark the moment of now as a time when humanity is on the threshold of two distinct states of mind. The narrator’s descriptions of contemporary post-industrial society’s reliance on non-renewable resources and lack of environmentally sustainable agricultural practices condemn the past and warn viewers of the consequences of continuing such practices into the future. Exploring the liminal present Arthus-Bertrand proposes distinctive futurescapes for humankind. On the one hand, the narrator’s description of California’s “concentration camp style cattle farming” suggests that humankind will live in a future that feeds from the past, falling back on frames of horrors and past mistakes. On the other hand, the example of Costa Rica, a nation that abolished its military and dedicated the budget to environmental conservation, is recognition of our ability to re-imagine our future in the face of global risk. Home introduces myths to imbue liminality with the alternative dominant social paradigm of ecology. By calling upon deep-seated structures myths “touch the heart of society’s emotional, spiritual and intellectual consciousness” (Killingsworth and Palmer 176) and help us understand and come to terms with complex social, economic, and scientific phenomena. With the capacity to “pattern thought, beliefs and practices,” (Maier 166) myths are ideal tools in communicating ritual liminality and challenging contemporary post-industrial society’s dominant social paradigms. The opening sequence of Home, where the crescent Earth is slowly revealed in the darkness of space, is an allusion to creation: the genesis myth. Accompanied only by a gentle hum our home emerges in brilliant blue, white, and green-brown encompassing most of the screen. It is as if darkness and chaos disintegrated and order, life, and the elements were created right before our eyes. Akin to the Earthrise image taken by the astronauts of Apollo 8, Home’s opening sequence underscores the notion that our home is a unique spot in the blackness of space and is defined and circumscribed by the elements. With the opening sequence Arthus-Bertrand wishes to impart the message of interdependence and reliance on elements—core concepts of ecology. Balance, another key theme in ecology, is introduced with an allusion to the Icarus myth in a sequence depicting Dubai. The story of Icarus’s fall from the sky after flying too close to the sun is a symbolic retelling of hubris—a violent pride and arrogance punishable by nemesis—destruction, which ultimately restores balance by forcing the individual back within the limits transgressed (Littleton 712). In Arthus-Bertrand’s portrayal of Dubai, the camera slowly tilts upwards on the Burj Khalifa tower, the tallest human-made structure ever built. The construction works on the tower explicitly frame humans against the bright blue sky in their attempt to reach ever further, transgressing their limitations much like the ill-fated Icarus. Arthus-Bertrand warns that contemporary modernity does not strive for balance or moderation, and with climate change we may have brought our nemesis upon ourselves. By suggesting new dominant paradigms and providing a critique of current maxims, Home’s retelling of myths ultimately sees spectators through to the final stage of the ritual. The last phase in the rite of passage “celebrates and commemorates transcendent powers,” (Deflem 8) marking subjects’ rebirth to a new status and distinctive perception of the outside world. It is at this stage that Arthus-Bertrand resolves the emotional distress uncovered in the separation phase. The film-maker uses humanity’s innate capacity for creation and renewal as a cathartic cleansing aimed at reconciling spectators’ guilt and shame in having inadvertently exacerbated global environmental degradation. Arthus-Bertrand identifies renewable resources as the key to redeeming technology, human intervention in the landscape, and finally humanity itself. Until now, the film-maker pictured modernity and technology, evidenced in his portrayal of Dubai, as synonymous with excess and disrespect for the interconnectedness and balance of elements on Earth. The final sequence shows a very different face of technology. Here, we see a mechanical sea-snake generating electricity by riding the waves off the coast of Scotland and solar panels turning towards the sun in the Sahara desert. Technology’s redemption is evidenced in its ability to imitate nature—a move towards geocentric consciousness (a lesson learned from the ritual’s liminal stage). Moreover, these human-made structures, unlike the skyscrapers earlier in the film, appear a lot less invasive in the landscape and speak of moderation and union with nature. With the above examples Arthus-Bertrand suggests that humanity can shed the greed that drove it to dig deeper and deeper into the Earth to acquire non-renewable resources such as oil and coal, what the narrator describes as “treasures buried deep.” The incorporation of principles of ecology, such as balance and interconnectedness, into humanity’s behaviour ushers in reconciliation and ritual cleansing in Home. Following the description of the move toward renewable resources, the narrator reveals that “worldwide four children out of five attend school, never has learning been given to so many human beings” marking education, innovation, and creativity as the true inexhaustible resources on Earth. Lastly, the description of Antarctica in Home is the essence of Arthus-Bertrand’s argument for our innate capacity to create, not simply exploit and destroy. Here, the narrator describes the continent as possessing “immense natural resources that no country can claim for itself, a natural reserve devoted to peace and science, a treaty signed by 49 nations has made it a treasure shared by all humanity.” Innovation appears to fuel humankind’s transcendence to a state where it is capable of compassion, unification, sharing, and finally creating treasures. With these examples Arthus-Bertrand suggests that humanity has an innate capacity for creative energy that awaits authentic expression and can turn humankind from destroyer to creator. In recent years various risk communication texts have explicitly addressed climate change, endeavouring to instigate environmentally consequential social action. Home breaks discursive ground among them through its ritualistic construction which seeks to transform spectators’ perception, and in turn roles and responsibilities, in the face of global environmental risks. Unlike recent climate change media texts such as An Inconvenient Truth (2006), The 11th Hour (2007), The Age of Stupid (2009), Carbon Nation (2010) and Earth: The Operator’s Manual (2011), Home eludes simple genre classification. On the threshold of photography and film, documentary and fiction, Arthus-Bertrand’s work is best classified as an advocacy film promoting public debate and engagement with a universal concern—the state of the environment. The film’s website, available in multiple languages, contains educational material, resources to organise public screenings, and a link to GoodPlanet.info: a website dedicated to environmentalism, including legal tools and initiatives to take action. The film-maker’s approach to using Home as a basis for education and raising awareness corresponds to Antonio Lopez’s critique of contemporary mass-media communications of global risks. Lopez rebukes traditional forms of mediatised communication that place emphasis on the imparting of knowledge and instead calls for a participatory, discussion-driven, organic media approach, akin to a communion or a ritual (106). Moreover, while texts often place a great emphasis on the messenger, for instance Al Gore in An Inconvenient Truth, Leonardo DiCaprio in The 11th Hour, or geologist Dr. Richard Alley in Earth: The Operator’s Manual, Home’s messenger remains unseen—the narrator is only identified at the very end of the film among the credits. The film-maker’s decision to forego a central human character helps dissociate the message from the personality of the messenger which aids in establishing and maintaining the geocentric sensibility of the text. Finally, the ritual’s invocation and cathartic cleansing of emotional distress enables Home to at once acknowledge our environmentally destructive past habits and point to a hopeful, environmentally sustainable future. While The Age of Stupid mostly focuses on humanity’s present and past failures to respond to an imminent environmental catastrophe, Carbon Nation, with the tagline “A climate change solutions movie that doesn’t even care if you believe in climate change,” only explores the potential future business opportunities in turning towards renewable resources and environmentally sustainable practices. The three-phased processural form of the ritual allows for a balance of backward and forward-looking, establishing the possibility of change and renewal in the face of world risk. The ritual is a transformative experience. As Turner states, rituals “interrupt the flow of social life and force a group to take cognizance of its behaviour in relation to its own values, and even question at times the value of those values” (“Dramatic Ritual” 82). Home, a ritualised media text, is an invitation to look at our world, its dominant social paradigms, and the key element within that world—ourselves—with new eyes. It makes explicit contemporary post-industrial society’s dependence on the environment, highlights our impact on Earth, and reveals our complicity in bringing about a contemporary world risk. The ritual structure and the self-reflexivity allow Arthus-Bertrand to transform climate change into a personally salient issue. This bestows upon the spectator the responsibility to act and to reconcile the spectre of the past with the vision of the future.Acknowledgments The author would like to thank Dr. Angi Buettner whose support, guidance, and supervision has been invaluable in preparing this article. References Beck, Brenda E. “Comments on the Distancing of Emotion in Ritual by Thomas J. Scheff.” Current Anthropology 18.3 (1977): 490. Beck, Ulrich. “Risk Society Revisited: Theory, Politics and Research Programmes.” The Risk Society and Beyond: Critical Issues for Social Theory. Ed. Barbara Adam, Ulrich Beck, and Joost Van Loon. London: Sage, 2005. 211–28. Boston, Jonathan., Philip Nel, and Marjolein Righarts. “Introduction.” Climate Change and Security: Planning for the Future. Wellington: Victoria U of Wellington Institute of Policy Studies, 2009. Boykoff, Maxwell T. “We Speak for the Trees: Media Reporting on the Environment.” Annual Review of Environment and Resources 34 (2009): 431–57. Corbett, Julia B. Communicating Nature: How we Create and Understand Environmental Messages. Washington, DC: Island P, 2006. Cox, Robert. Environmental Communication and the Public Sphere. London: Sage, 2010. Deflem, Mathieu. “Ritual, Anti-Structure and Religion: A Discussion of Victor Turner’s Processural Symbolic Analysis.” Journal for the Scientific Study of Religion 30.1 (1991): 1–25. Gifford, Robert. “Psychology’s Essential Role in Alleviating the Impacts of Climate Change.” Canadian Psychology 49.4 (2008): 273–80. Hamilton, Maxwell John. “Introduction.” Media and the Environment. Eds. Craig L. LaMay, Everette E. Dennis. Washington: Island P, 1991. 3–16. Horvath, Agnes., Bjørn Thomassen, and Harald Wydra. “Introduction: Liminality and Cultures of Change.” International Political Anthropology 2.1 (2009): 3–4. Howard-Williams, Rowan. “Consumers, Crazies and Killer Whales: The Environment on New Zealand Television.” International Communications Gazette 73.1–2 (2011): 27–43. Intergovernmental Panel on Climate Change. Climate Change Synthesis Report. (2007). 23 March 2012 ‹http://www.ipcc.ch/pdf/assessment-report/ar4/syr/ar4_syr.pdf› Killingsworth, M. J., and Jacqueliene S. Palmer. “Silent Spring and Science Fiction: An Essay in the History and Rhetoric of Narrative.” And No Birds Sing: Rhetorical Analyses of Rachel Carson’s Silent Spring. Ed. Craig Waddell. Carbondale, IL: Southern Illinois UP, 2000. 174–204. Littleton, C. Scott. Gods, Goddesses and Mythology. New York: Marshall Cavendish, 2005. Lorenzoni, Irene, Mavis Jones, and John R. Turnpenny. “Climate Change, Human Genetics, and Post-normality in the UK.” Futures 39.1 (2007): 65–82. Lopez, Antonio. “Defusing the Cannon/Canon: An Organic Media Approach to Environmental Communication.” Environmental Communication 4.1 (2010): 99–108. Maier, Daniela Carmen. “Communicating Business Greening and Greenwashing in Global Media: A Multimodal Discourse Analysis of CNN's Greenwashing Video.” International Communications Gazette 73.1–2 (2011): 165–77. Milfront, Taciano L. “Global Warming, Climate Change and Human Psychology.” Psychological Approaches to Sustainability: Current Trends in Theory, Research and Practice. Eds. Victor Corral-Verdugo, Cirilo H. Garcia-Cadena and Martha Frias-Armenta. New York: Nova Science Publishers, 2010. 20–42. O’Neill, Saffron, and Sophie Nicholson-Cole. “Fear Won’t Do It: Promoting Positive Engagement with Climate Change through Visual and Iconic Representations.” Science Communication 30.3 (2009): 355–79. Pawlik, Kurt. “The Psychology of Global Environmental Change: Some Basic Data and an Agenda for Cooperative International Research.” International Journal of Psychology 26.5 (1991): 547–63. Reynolds, Jock., ed. Emmet Gowin: Changing the Earth: Aerial Photographs. New Haven, CT: Yale UP, 2002. Rosenzweig, Cynthia, David Karoly, Marta Vicarelli, Peter Neofotis, Qigang Wu, Gino Casassa, Annette Menzel, Terry L. Root, Nicole Estrella, Bernard Seguin, Piotr Tryjanowski, Chunzhen Liu, Samuel Rawlins, and Anton Imeson. “Attributing Physical and Biological Impacts to Anthropogenic Climate Change.” Nature 453.7193 (2008): 353–58. Roser-Renouf, Connie, and Edward W. Maibach. “Communicating Climate Change.” Encyclopaedia of Science and Technology Communication. Ed. Susanna Hornig Priest. Thousand Oaks, California: Sage. 2010. 141–47. Stamm, Keith R., Fiona Clark, and Paula R. Eblacas. “Mass Communication and the Public Understanding of Environmental Problems: The Case of Global Warming.” Public Understanding of Science 9 (2000): 219–37. Turner, Victor. “Dramatic Ritual – Ritual Drama: Performative and Reflexive Anthropology.” The Kenyon Review, New Series 1.3 (1979): 80–93. —-. “Symbols in African Ritual.” Perspectives in Cultural Anthropology. Ed. Herbert A. Applebaum. Albany: State U of New York P, 1987. 488–501. —-. The Ritual Process: Structure and Anti-Structure. New Jersey: Transaction Publishers, 2008.

Women in Universities Women have been fighting for the right to participate in universities since 1873, when Sophia Jex Blake went to court with her fight to enrol at Edinburgh University. In rejecting her application, one of the judges stated: It is a belief, widely entertained, that there is a great difference in the mental constitution of the two sexes, just as there is in their physical conformation. The powers and susceptibilities of women are as noble as those of men; but they are thought to be different, and, in particular, it is considered that they have not the same power of intense labour as men .... (Scutt 224) In Australia, from the 1850s to the 1880s, both the University of Sydney and The University of Melbourne refused to admit women as students. In 1879, the Chancellor of the University of Sydney suggested that: The best course to be taken by advocates of advanced education for women, would be to found some sort of affiliated college for them in the vicinity of the University ... if there really be a widespread wish on the part of young women for a higher education ..." (Scutt 228). Having finally won the right to study at university in 1881, and to enter the academic workforce, women are still finding many of the old prejudices remain. Numerous studies have demonstrated that women's experiences in academe are qualitatively different from men's and that women are systematically paid lower salaries than men of equivalent academic achievement, age and length of service (Bagilhole 431-47; Loder 713-4; McElrath 269-81;). Studies have shown that differences in the experiences of male and female faculty are largely explained by gender (Booth & Burton 312-33; Everett 159-75; Over & Lancaster 309-18; Ready 7) and sex discrimination is highlighted as an ongoing contributor to the inequity (Allport 5-8; Hall & Swadener 1; Tuohy 8). A recent UNESCO-Commonwealth (http://www.unesco.org/) report states that: ... in spite of advances which women have made in many areas of public life in the past two decades, in the area of higher education management they are still a long way from participating on the same footing as men. With hardly an exception, the global picture is one of men outnumbering women at about five to one at middle management level and at about twenty to one at senior management level (Singh 4). The introduction in Australia of Sex Discrimination legislation (http://www.hreoc.gov.au/sex_discrimination/) in 1984 and more recently, Affirmative Action policies ( http://www.austlii.edu.au/) in employment and promotion rounds in some universities has not improved women's situation to the extent expected. In 1978, women held 16% of full time academic posts while gaining 25% of all higher degrees and 30% of undergraduate degrees (Commonwealth Government statistics cited by Over and McKenzie 61-71). In 1999, 54% of students were women yet women's participation in academe had only increased to 35% (DETYA) (http://www.deet.gov.au/). Women are mainly employed at the lowest academic levels. In 1999, 72% of women were employed at Levels A and B (Associate Lecturer/Lecturer) compared to 46% of men, with only 8% of women reaching Levels D and E (Associate Professor/Professor) compared to 26% of men. Women continue to be clustered in the traditionally female areas of Health, Education and Arts while few seem to have successfully broken through the barriers in the traditionally male areas of Engineering, Architecture or Agriculture (DETYA) (http://www.deet.gov.au/). Business has traditionally been viewed as a male preserve but enrolments have increased to the point where women almost equal men. However, the staff ratio of men to women remains very low at 70/30 (DETYA) (http://www.deet.gov.au/). The slow growth rate for women in academe belies the fact that more women than men are now completing university degrees. The purpose of this study was to determine how well the experiences of academic women in the male-dominated faculties of business and commerce, reflect the literature on women in universities, in general. Previous empirical studies have found inequitable treatment of women without necessarily exploring the processes of discrimination. The Study This study involved interviews with academic women who had been employed in faculties of business and commerce for at least five years. The research used the 'snowballing' technique: participants initially comprised women known to me but as these women told female colleagues of my study I was given the names of other women who were willing to participate. Participants comprised twenty-one women from three universities in Western Australia, two universities in New South Wales and one Victorian university. One woman had recently left academe and started her own business because of discriminatory practices she had encountered and another was contemplating leaving. In each university, women comprised a minority of the faculty and felt disadvantaged in some way. A semi-structured interview was used to explore with the women the issues that had been identified from previous studies of sex discrimination in the academic profession. Open-ended questions were used and the interviews conducted face to face, or, in the case of those interstate, via telephone or email. The women spoke frankly about their experiences. Findings and Discussion Promotion Each of the women in this study said that their university had established an internal promotion policy based on merit. However, they felt the greatest problem they had encountered in gaining promotion was in determining the criteria upon which they would be judged each year, and in meeting those criteria. "I have been chasing promotion for over five years. At first I was told that I would not be promoted until I got my masters degree so I worked really hard to complete it but then a male colleague was promoted without a masters. Once I got the masters I was told I needed to publish to be promoted but in the next year someone else was promoted without any publications. You go all out to meet the criteria each year but in the next year the promotions committee changes and so do the criteria for that year"(Lecturer applying for Senior Lecturer position). The promotion procedure at one university was explained by a Senior Lecturer who had served on promotion committees on two occasions. "There are about ten criteria upon which promotion can be based. When the applications are received we all get together to determine which are the criteria to be applied. In the last promotion round only four of the ten criteria were used so only people satisfying those criteria were selected." When asked whether the criteria were the same as the previous year she replied: "Last year there was more emphasis on qualifications and publications. This year community involvement and involvement in university affairs were judged as more important ... it varies from year to year". On questioning about the promotion procedures at their universities, women stated they were largely dissatisfied with the process, that they were presumed to be satisfied with their lot while the men were actively encouraged to apply. "I was told not to bother to apply (for a senior lecturer position) as I would not get it ... that there was a queue of people to be promoted before me - (named males) - and until they were promoted, I would not be considered" (Lecturer). "The position was advertised with a specific male applicant in mind and specifically excluded me by stating that the appointee must have supervisory experience. Women in my department are not given the opportunity to supervise students so I didn't even bother applying."(Lecturer aspiring to a Senior Lecturer position). One woman, upon inquiring why she was not promoted, was told that she should be grateful to have tenure and asked why she wanted to be promoted, anyway. "They would never have said that to a male, they would have expected a male to be working towards promotion" (Associate Lecturer). All women interviewed stated that they had problems keeping up with the 'goal posts' which moved from year to year. The 'moving of the goal posts' is one means by which universities are able to maintain the position of women at lower levels. Unsurprisingly, some women said they felt that promotion at their university was based on politics rather than merit. However, defining merit in universities is problematic. According to Burton (430), definitions of what is meritorious depend upon the power of particular groups to define it and, as a result, can change. The narrow view of merit is 'the best person for the job' which Burton (113) describes as an "overwhelming tendency to select in your own image". Burton (430) and Allport (5) claim universities define merit along male cultural lines with current selection, remuneration and career progression practices strongly influenced by an underlying gender bias. Burton (430) argues that there is still a tendency for work to be ranked as 'men's' or women's work with lower status attributed to the latter and an assumption that different skills and abilities are needed for each. Over and McKenzie (61-71) claim that women are disadvantaged by the fact that invalid merit criteria are applied to them which men as a group are more likely to satisfy. They state that the academic careers of most women do not fit the stereotypic male experience and it is mainly men who decide whether women should be promoted. At one university in the study, the merit criteria for senior lecturer include the requirement that aspirants have a number of overseas conference presentations. "Some of us are single working mothers and overseas conference attendance is out of the question because who's going to mind our children while we are away? The senior males were astonished when I mentioned that this was a problem for me. It had never occurred to them" (Associate Lecturer on why women at her university do not apply for promotion). Family Responsibilities The women commented on the numerous difficulties they had encountered in combining an academic career with responsibility for children. They felt that certain male faculty members perceived married women with children as lacking in career commitment, whereas married men with families were viewed as being more stable and committed to their careers. One married woman claimed that when she needed to go home to tend a sick child, her male Head of Department told her she should "get her priorities right". In 1992, Family Responsibility provisions were added to the Sex Discrimination Act (http://scaleplus.law.gov.au/html/pasteact/0/171/top.htm). However, it would appear that individual practice doesn't always follow as a result of changes in policy. Equal Pay On the subject of equal pay for equal work, the women said that they were often paid lower wages than their male colleagues despite having higher qualifications and equivalent teaching and research experience. Some women felt that the barriers between academic levels were used to artificially maintain the wage gap between men and women, regardless of qualifications and ability. This was felt to be particularly the case between the levels of Associate Lecturer (Level A) and Lecturer (Level B). "They find excuses to keep you at Associate Lecturer so that they can pay you less to do the same work that you would be doing as a lecturer ... lecturing, coordinating units and so on"(Associate Lecturer). "There are no men below Lecturer in my Department, either lecturing or with Masters degrees. As soon as they get their Masters they are promoted to Lecturer.... I'm coordinating units as an Associate Lecturer while some male lecturers have less responsibility' (Associate Lecturer with Masters degree and publications) Two women said that they had been performing higher level duties (Level B) for up to five years while working on their Masters but their university refused to pay them at the higher level until they had completed their degree. Even when they satisfied all the requirements for the Masters degree and had a letter from their supervisor saying they had satisfied all the requirements, the university refused to pay them until they had actually graduated, which was some time later. Shortly afterwards their university took on two men to perform the same duties, paying these at the higher level even though they had not completed a masters degree. One former lecturer claimed that she was employed at a time when there was a large turnover of staff in her department. A number of new staff were appointed of whom she was the only female. Although she and the other new staff were all employed at Lecturer Level B, it wasn't until later on that she discovered that the men were appointed at the top of the Lecturer salary scale while she was appointed at the bottom, with a salary differential of about10 000pa. This was despite the fact that both she and the men had similar qualifications and work experience at commencement. Teaching Loads Another complaint by women concerned inequitable teaching loads. An analysis in one Business School showed that women had higher teaching loads while men were given more time off for research. The women complained that the supervision of post-graduate students was divided up between the men, and women were excluded. Since research publication and student supervision are usually the most highly ranked criteria in academic promotion rounds, women who are not given the opportunity to participate in these areas are disadvantaged when applying for promotion. This problem is compounded since women are overwhelmingly employed at the lower levels where responsibility for the majority of teaching takes place. This leaves them with little time left to devote to research even if given the opportunity. The women also said they were often pressured into taking on higher duties than those prescribed in the Position Classification Standards for their level. They tended to acquiesce because of their need to prove they were better than men to gain promotion. One woman said that the extra administrative duties she had been given meant that she had less time for research which actually reduced her prospects for tenure and promotion. She said she didn't dare complain as the men in her department would use it as an excuse to question her commitment to her job. Conclusion An examination of women's perceptions and experiences in the workplace can help us understand the informal processes that work against women. The experiences of the women discussed in this paper provide an insight into the subtle processes that continue to operate in some higher education institutions to prevent women from reaching their full potential. Although equal opportunity legislation (http://www.hreoc.gov.au/about_the_commission/legislation/index.html) has been enacted to prevent discrimination and disadvantage to women, the implementation of policy does not always filter through to the operational levels. It is still possible to circumvent legislation in subtle ways, perhaps without even being aware that these practices are discriminative. The women in this study spoke frankly about their experiences and the difficulties they had encountered in gaining equal recognition to men, with very few satisfied that they were receiving equitable treatment. The women felt that their work was not valued as highly as that of the men they worked with and they were given less opportunities for advancement. Overall, the interviews with the women revealed interesting insights into their experiences in pursuing academic careers and in trying to gain recognition for their achievements. The collective experiences of the women provide an insight into the subtle ways in which disadvantage can be engendered. The findings of this study have serious implications for university administrators, particularly deans and heads of schools. There are many well-qualified women academics and universities cannot afford to overlook the valuable contribution these women can make to teaching, research and university governance. References Allport, Caroline. "Improving Gender Equity: Using Industrial Bargaining". NTEU Frontline4.1 (1996): 5-8. Bacchi, Carol. "The Brick Wall: Why So Few Women Become Senior Academics". Australian Universities Review36.1 (1993): 36-41. Bagilhole, Barbara. "Survivors in a Male Preserve: A Study of British Women Academics' Experiences and Perceptions of Discrimination in a UK University". Higher Education26 (1993): 431-47. Booth, Alison, and Jonathon Burton. "The Position of Women in UK Academic Economics". The Economic Journal110.464 (2000): 312-33. Burton, Clare. "Merit and Gender: Organisations and the Mobilisation of Masculine Bias." Australian Journal of Social Issues22 (1987): 424-35. Burton, Clare. An Equity Review of Staffing Policies and Associated Decision-making at Edith Cowan University. Report commissioned by ECU. 1994. DETYA. Selected Higher Education Statistics. 1999. Everett, James. "Sex, Rank and Qualifications at Australian Universities". Australian Journal of Management19.2 (1994): 159-75. Hall, Elaine, and Beth Blue Swadener. "Chilly Climate: A Study of Subtle Sex Discrimination at a State University". Initiatives (Online)59.3 (2000): 1. Loder, Natasha. "US Science Shocked by Revelations of Sexual Discrimination". Nature405.6787 (2000): 713-4. McElrath, Karen. "Gender, Career Disruption and Academic Rewards". Journal of Higher Education63.3 (1992): 269-81. Over, Ray, and Sandra Lancaster. "The Early Career Patterns of Men and Women in Australian Universities". The Australian Journal of Education28.3 (1984): 309-18. Over, Ray, and Beryl Mckenzie. "Career Prospects for Women in Australian Universities". Journal of Tertiary Educational Administration7.1 (1985): 61-71. Ready, Tinker. "West Coast US Recognizes Academic Gender Bias". Nature Medicine 7.1 (2000): 1. Scutt, Jocelyn. The Sexual Gerrymander.The Law Printer, 1994. Singh, Jasbir. "Women and Management in Higher Education: A Commonwealth Project." A.C.U. Bulletin of Current Documentation. 133 (1998): 2-8. Tuohy, John. "Sex Discrimination Infects Med Schools: Women Say Bias Blocks Chances for Advancement". USA Today2000. 8. Links http://www.unesco.org/ http://www.deet.gov.au/ http://www.hreoc.gov.au/sex_discrimination/ http://www.hreoc.gov.au/about_the_commission/legislation/index.html http://www.austlii.edu.au/cgibin/disp.pl/au/legis/cth/consol%5fact/aaeofwa 1986634/?query=title+%28+%22affirmative+action%22+%29 http://scaleplus.law.gov.au/html/pasteact/0/171/top.htm Citation reference for this article MLA Style Ellis-Newman, Jennifer. "Women and Work" M/C: A Journal of Media and Culture 4.5 (2001). [your date of access] < http://www.media-culture.org.au/0111/Ellis-Newman.xml >. Chicago Style Ellis-Newman, Jennifer, "Women and Work" M/C: A Journal of Media and Culture 4, no. 5 (2001), < http://www.media-culture.org.au/0111/Ellis-Newman.xml > ([your date of access]). APA Style Ellis-Newman, Jennifer. (2001) Women and Work. M/C: A Journal of Media and Culture 4(5). < http://www.media-culture.org.au/0111/Ellis-Newman.xml > ([your date of access]).

As the name suggests, the humanities is largely a study of the human condition, in which history sits as a discipline concerned with the past. Environmental history is a new field that brings together scholars from a range of disciplines to consider the changing relationships between humans and the environment over time. Critiques of anthropocentrism that place humans at the centre of the universe or make assessments through an exclusive human perspective provide a challenge to scholars to rethink our traditional biases against the nonhuman world. The movement towards nonhumanism or posthumanism, however, does not seem to have had much of an impression on history as a discipline. What would a nonhumanist history look like if we re-centred the historical narrative around pigs? There are histories of pigs as food (see for example, The Cambridge History of Food which has a chapter on “Hogs”). There are food histories that feature pork in terms of its relationship to multiethnic identity (such as Donna Gabaccia’s We Are What We Eat) and examples made of pigs to promote ethical eating (Singer). Pigs are central to arguments about dietary rules and what motivates them (Soler; Dolander). Ancient pig DNA has also been employed in studies on human migration and colonisation (Larson et al.; Durham University). Pigs are also widely used in a range of products that would surprise many of us. In 2008, Christien Meindertsma spent three years researching the products made from a single pig. Among some of the more unexpected results were: ammunition, medicine, photographic paper, heart valves, brakes, chewing gum, porcelain, cosmetics, cigarettes, hair conditioner and even bio diesel. Likewise, Fergus Henderson, who coined the term ‘nose to tail eating’, uses a pig on the front cover of the book of that name to suggest the extraordinary and numerous potential of pigs’ bodies. However, my intention here is not to pursue a discussion of how parts of their bodies are used, rather to consider a reorientation of the historical narrative to place pigs at the centre of stories of our co-evolution, in order to see what their history might say about humans and our relationships with them. This is underpinned by recognition of the inter-relationality of humans and animals. The relationships between wild boar and pigs with humans has been long and diverse. In a book exploring 10,000 years of interaction, Anton Ervynck and Peter Rowley-Conwy argue that pigs have been central to complex cultural developments in human societies and they played an important role in human migration patterns. The book is firmly grounded within the disciplines of zoology, anthropology and archaeology and contributes to an understanding of the complex and changing relationship humans have historically shared with wild boar and domestic pigs. Naturalist Lyall Watson also explores human/pig relationships in The Whole Hog. The insights these approaches offer for the discipline of history are valuable (although overlooked) but, more importantly, such scholarship also challenges a humanist perspective that credits humans exclusively with historical change and suggests, moreover, that we did it alone. Pigs occupy a special place in this history because of their likeness to humans, revealed in their use in transplant technology, as well as because of the iconic and paradoxical status they occupy in our lives. As Ervynck and Rowley-Conwy explain, “On the one hand, they are praised for their fecundity, their intelligence, and their ability to eat almost anything, but on the other hand, they are unfairly derided for their apparent slovenliness, unclean ways, and gluttonous behaviour” (1). Scientist Niamh O’Connell was struck by the human parallels in the complex social structures which rule the lives of pigs and people when she began a research project on pig behaviour at the Agricultural Research Institute at Hillsborough in County Down (Cassidy). According to O’Connell, pigs adopt different philosophies and lifestyle strategies to get the most out of their life. “What is interesting from a human perspective is that low-ranking animals tend to adopt one of two strategies,” she says. “You have got the animals who accept their station in life and then you have got the other ones that are continually trying to climb, and as a consequence, their life is very stressed” (qtd. in Cassidy). The closeness of pigs to humans is the justification for their use in numerous experiments. In the so-called ‘pig test’, code named ‘Priscilla’, for instance, over 700 pigs dressed in military uniforms were used to study the effects of nuclear testing at the Nevada (USA) test site in the 1950s. In When Species Meet, Donna Haraway draws attention to the ambiguities and contradictions promoted by the divide between animals and humans, and between nature and culture. There is an ethical and critical dimension to this critique of human exceptionalism—the view that “humanity alone is not [connected to the] spatial and temporal web of interspecies dependencies” (11). There is also that danger that any examination of our interdependencies may just satisfy a humanist preoccupation with self-reflection and self-reproduction. Given that pigs cannot speak, will they just become the raw material to reproduce the world in human’s own image? As Haraway explains: “Productionism is about man the tool-maker and -user, whose highest technical production is himself […] Blinded by the sun, in thrall to the father, reproduced in the sacred image of the same, his rewards is that he is self-born, an auto telic copy. That is the mythos of enlightenment and transcendence” (67). Jared Diamond acknowledges the mutualistic relationship between pigs and humans in Guns, Germs and Steel and the complex co-evolutionary path between humans and domesticated animals but his account is human-centric. Human’s relationships with pigs helped to shape human history and power relations and they spread across the world with human expansion. But questioning their utility as food and their enslavement to this cause was not part of the account. Pigs have no voice in the histories we write of them and so they can appear as passive objects in their own pasts. Traces of their pasts are available in humanity’s use of them in, for example, the sties built for them and the cooking implements used to prepare meals from them. Relics include bones and viruses, DNA sequences and land use patterns. Historians are used to dealing with subjects that cannot speak back, but they have usually left ample evidence of what they have said. In the process of writing, historians attempt to perform the miracle, as Curthoys and Docker have suggested, of restoration; bringing the people and places that existed in the past back to life (7). Writing about pigs should also attempt to bring the animal to life, to understand not just their past but also our own culture. In putting forward the idea of an alternative history that starts with pigs, I am aware of both the limits to such a proposal, and that most people’s only contact with pigs is through the meat they buy at the supermarket. Calls for a ban on intensive pig farming (RSPCA, ABC, AACT) might indeed have shocked people who imagine their dinner comes from the type of family farm featured in the movie Babe. Baby pigs in factory farms would have been killed a long time before the film’s sheep dog show (usually at 3 to 4 months of age). In fact, because baby pigs do grow so fast, 48 different pigs were used to film the role of the central character in Babe. While Babe himself may not have been aware of the relationship pigs generally have to humans, the other animals were very cognisant of their function. People eat pigs, even if they change the name of the form it takes in order to do so:Cat: You know, I probably shouldn’t say this, but I’m not sure if you realize how much the other animals are laughing at you for this sheep dog business. Babe: Why would they do that? Cat: Well, they say that you’ve forgotten that you’re a pig. Isn't that silly? Babe: What do you mean? Cat: You know, why pigs are here. Babe: Why are any of us here? Cat: Well, the cow’s here to be milked, the dogs are here to help the Boss's husband with the sheep, and I’m here to be beautiful and affectionate to the boss. Babe: Yes? Cat: [sighs softly] The fact is that pigs don’t have a purpose, just like ducks don’t have a purpose. Babe: [confused] Uh, I—I don’t, uh ... Cat: Alright, for your own sake, I’ll be blunt. Why do the Bosses keep ducks? To eat them. So why do the Bosses keep a pig? The fact is that animals don’t seem to have a purpose really do have a purpose. The Bosses have to eat. It’s probably the most noble purpose of all, when you come to think about it. Babe: They eat pigs? Cat: Pork, they call it—or bacon. They only call them pigs when they’re alive (Noonan). Babe’s transformation into a working pig to round up the sheep makes him more useful. Ferdinand the duck tried to do the same thing by crowing but was replaced by an alarm clock. This is a common theme in children’s stories, recalling Charlotte’s campaign to praise Wilbur the pig in order to persuade the farmer to let him live in E. B. White’s much loved children’s novel, Charlotte’s Web. Wilbur is “some pig”, “terrific”, “radiant” and “humble”. In 1948, four years before Charlotte’s Web, White had published an essay “Death of a Pig”, in which he fails to save a sick pig that he had bought in order to fatten up and butcher. Babe tried to present an alternative reality from a pig’s perspective, but the little pig was only spared because he was more useful alive than dead. We could all ask the question why are any of us here, but humans do not have to contemplate being eaten to justify their existence. The reputation pigs have for being filthy animals encourages distaste. In another movie, Pulp Fiction, Vincent opts for flavour, but Jules’ denial of pig’s personalities condemns them to insignificance:Vincent: Want some bacon? Jules: No man, I don’t eat pork. Vincent: Are you Jewish? Jules: Nah, I ain’t Jewish, I just don’t dig on swine, that’s all. Vincent: Why not? Jules: Pigs are filthy animals. I don’t eat filthy animals. Vincent: Bacon tastes gooood. Pork chops taste gooood. Jules: Hey, sewer rat may taste like pumpkin pie, but I’d never know ’cause I wouldn’t eat the filthy motherfucker. Pigs sleep and root in shit. That’s a filthy animal. I ain’t eat nothin’ that ain’t got sense enough to disregard its own feces [sic]. Vincent: How about a dog? Dogs eats its own feces. Jules: I don’t eat dog either. Vincent: Yeah, but do you consider a dog to be a filthy animal? Jules: I wouldn’t go so far as to call a dog filthy but they’re definitely dirty. But, a dog’s got personality. Personality goes a long way. Vincent: Ah, so by that rationale, if a pig had a better personality, he would cease to be a filthy animal. Is that true? Jules: Well we’d have to be talkin’ about one charming motherfuckin’ pig. I mean he’d have to be ten times more charmin’ than that Arnold on Green Acres, you know what I’m sayin’? In the 1960s television show Green Acres, Arnold was an exceptional pig who was allowed to do whatever he wanted. He was talented enough to write his own name and play the piano and his attempts at painting earned him the nickname “Porky Picasso”. These talents reflected values that are appreciated, and so he was. The term “pig” is, however, chiefly used a term of abuse, however, embodying traits we abhor—gluttony, obstinence, squealing, foraging, rooting, wallowing. Making a pig of yourself is rarely honoured. Making a pig of the humanities, however, could be a different story. As a historian I love to forage, although I use white gloves rather than a snout. I have rubbed my face and body on tree trunks in the service of forestry history and when the temperature rises I also enjoy wallowing, rolling from side to side rather than drawing a conclusion. More than this, however, pigs provide a valid means of understanding key historical transitions that define modern society. Significant themes in modern history—production, religion, the body, science, power, the national state, colonialism, gender, consumption, migration, memory—can all be understood through a history of our relationships with pigs. Pigs play an important role in everyday life, but their relationship to the economic, social, political and cultural matters discussed in general history texts—industrialisation, the growth of nation states, colonialism, feminism and so on—are generally ignored. However “natural” this place of pigs may seem, culture and tradition profoundly shape their history and their own contribution to those forces has been largely absent in history. What, then, would the contours of such a history that considered the intermeshing of humans and pigs look like? The intermeshing of pigs in early human history Agricultural economies based on domestic animals began independently in different parts of the world, facilitating increases in population and migration. Evidence for long-term genetic continuity between modern and ancient Chinese domestic pigs has been established by DNA sequences. Larson et al. have made an argument for five additional independent domestications of indigenous wild boar populations: in India, South East Asia and Taiwan, which they use to develop a picture of both pig evolution and the development and spread of early farmers in the Far East. Domestication itself involves transformation into something useful to animals. In the process, humans became transformed. The importance of the Fertile Crescent in human history has been well established. The area is attributed as the site for a series of developments that have defined human history—urbanisation, writing, empires, and civilisation. Those developments have been supported by innovations in food production and animal husbandry. Pig, goats, sheep and cows were all domesticated very early in the Fertile Crescent and remain four of the world’s most important domesticated mammals (Diamond 141). Another study of ancient pig DNA has concluded that the earliest domesticated pigs in Europe, believed to be descended from European wild boar, were introduced from the Middle East. The research, by archaeologists at Durham University, sheds new light on the colonisation of Europe by early farmers, who brought their animals with them. Keith Dobney explains:Many archaeologists believe that farming spread through the diffusion of ideas and cultural exchange, not with the direct migration of people. However, the discovery and analysis of ancient Middle Eastern pig remains across Europe reveals that although cultural exchange did happen, Europe was definitely colonised by Middle Eastern farmers. A combination of rising population and possible climate change in the ‘fertile crescent’, which put pressure on land and resources, made them look for new places to settle, plant their crops and breed their animals and so they rapidly spread west into Europe (ctd in ScienceDaily). Middle Eastern farmers colonised Europe with pigs and in the process transformed human history. Identity as a porcine theme Religious restrictions on the consumption of pigs come from the same area. Such restrictions exist in Jewish dietary laws (Kashrut) and in Muslim dietary laws (Halal). The basis of dietary laws has been the subject of much scholarship (Soler). Economic and health and hygiene factors have been used to explain the development of dietary laws historically. The significance of dietary laws, however, and the importance attached to them can be related to other purposes in defining and expressing religious and cultural identity. Dietary laws and their observance may have been an important factor in sustaining Jewish identity despite the dispersal of Jews in foreign lands since biblical times. In those situations, where a person eats in the home of someone who does not keep kosher, the lack of knowledge about your host’s ingredients and the food preparation techniques make it very difficult to keep kosher. Dietary laws require a certain amount of discipline and self-control, and the ability to make distinctions between right and wrong, good and evil, pure and defiled, the sacred and the profane, in everyday life, thus elevating eating into a religious act. Alternatively, people who eat anything are often subject to moral judgments that may also lead to social stigmatisation and discrimination. One of the most powerful and persuasive discourses influencing current thinking about health and bodies is the construction of an ‘obesity epidemic’, critiqued by a range of authors (see for example, Wright & Harwood). As omnivores who appear indiscriminate when it comes to food, pigs provide an image of uncontrolled eating, made visible by the body as a “virtual confessor”, to use Elizabeth Grosz’s term. In Fat Pig, a production by the Sydney Theatre Company in 2006, women are reduced to being either fat pigs or shrieking shallow women. Fatuosity, a blog by PhD student Jackie Wykes drawing on her research on fat and sexual subjectivity, provides a review of the play to describe the misogyny involved: “It leaves no options for women—you can either be a lovely person but a fat pig who will end up alone; or you can be a shrill bitch but beautiful, and end up with an equally obnoxious and shallow male counterpart”. The elision of the divide between women and pigs enacted by such imagery also creates openings for new modes of analysis and new practices of intervention that further challenge humanist histories. Such interventions need to make visible other power relations embedded in assumptions about identity politics. Following the lead of feminists and postcolonial theorists who have challenged the binary oppositions central to western ideology and hierarchical power relations, critical animal theorists have also called into question the essentialist and dualist assumptions underpinning our views of animals (Best). A pig history of the humanities might restore the central role that pigs have played in human history and evolution, beyond their exploitation as food. Humans have constructed their story of the nature of pigs to suit themselves in terms that are specieist, racist, patriarchal and colonialist, and failed to grasp the connections between the oppression of humans and other animals. The past and the ways it is constructed through history reflect and shape contemporary conditions. In this sense, the past has a powerful impact on the present, and the way this is re-told, therefore, also needs to be situated, historicised and problematicised. The examination of history and society from the standpoint of (nonhuman) animals offers new insights on our relationships in the past, but it might also provide an alternative history that restores their agency and contributes to a different kind of future. As the editor of Critical Animals Studies, Steve Best describes it: “This approach, as I define it, considers the interaction between human and nonhuman animals—past, present, and future—and the need for profound changes in the way humans define themselves and relate to other sentient species and to the natural world as a whole.” References ABC. “Changes to Pig Farming Proposed.” ABC News Online 22 May 2010. 10 Aug. 2010 http://www.abc.net.au/news/stories/2010/05/22/2906519.htm Against Animal Cruelty Tasmania. “Australia’s Intensive Pig Industry: The Intensive Pig Industry in Australia Has Much to Hide.” 10 Sep. 2010 http://www.aact.org.au/pig_industry.htm Babe. Dir. Chris Noonan. Universal Pictures, 1995. Best, Steven. “The Rise of Critical Animal Studies: Putting Theory into Action and Animal Liberation into Higher Education.” Journal for Critical Animal Studies 7.1 (2009): 9-53. Cassidy, Martin. “How Close are Pushy Pigs to Humans?”. BBC News Online 2005. 10 Sep. 2010 http://news.bbc.co.uk/2/hi/uk_news/northern_ireland/4482674.stmCurthoys, A., and Docker, J. “Time Eternity, Truth, and Death: History as Allegory.” Humanities Research 1 (1999) 10 Sep. 2010 http://www.anu.edu.au/hrc/publications/hr/hr_1_1999.phpDiamond, Jared. Guns, Germs and Steel: The Fates of Human Societies. New York: W. W. Norton, 1999. Dolader, Miguel-Àngel Motis. “Mediterranean Jewish Diet and Traditions in the Middle Ages”. Food: A Culinary History. Eds. Jean-Louis Flandrin and Massimo Montanari. Trans. Clarissa Botsford, Arthus Golhammer, Charles Lambert, Frances M. López-Morillas and Sylvia Stevens. New York: Columbia UP, 1999. 224-44. Durham University. “Chinese Pigs ‘Direct Descendants’ of First Domesticated Breeds.” ScienceDaily 20 Apr. 2010. 29 Aug. 2010 http://www.sciencedaily.com/releases/2010/04/100419150947.htm Gabaccia, Donna R. We Are What We Eat: Ethnic Food and the Making of Americans. Cambridge: Harvard University Press, 1998. Grosz, Elizabeth. Volatile Bodies: Toward a Corporeal Feminism. St Leonards: Allen & Unwin, 1994. Haraway, D. “The Promises of Monsters: A Regenerative Politics for Inappropriate/d Others.” The Haraway Reader. New York: Routledge, 2005. 63-124. Haraway, D. When Species Meet: Posthumanities. 3rd ed. London: University of Minnesota Press, 2008. Henderson, Fergus. Nose to Tail Eating: A Kind of British Cooking. London: Bloomsbury, 2004. Kiple, Kenneth F., Kriemhild Coneè Ornelas. Cambridge History of Food. Cambridge: Cambridge University Press, 2000. Larson, G., Ranran Liu, Xingbo Zhao, Jing Yuan, Dorian Fuller, Loukas Barton, Keith Dobney, Qipeng Fan, Zhiliang Gu, Xiao-Hui Liu, Yunbing Luo, Peng Lv, Leif Andersson, and Ning Li. “Patterns of East Asian Pig Domestication, Migration, and Turnover Revealed by Modern and Ancient DNA.” Proceedings of the National Academy of Sciences, United States 19 Apr. 2010. 10 Sep. 2010 http://www.pnas.org/cgi/content/full/0912264107/DCSupplemental Meindertsma, Christien. “PIG 05049. Kunsthal in Rotterdam.” 2008. 10 Sep. 2010 http://www.christienmeindertsma.com/index.php?/books/pig-05049Naess, A. “The Shallow and the Deep, Long-Range Ecology Movement.” Inquiry 16 (1973): 95-100. Needman, T. Fat Pig. Sydney Theatre Company. Oct. 2006. Noonan, Chris [director]. “Babe (1995) Memorable Quotes”. 10 Sep. 2010 http://www.imdb.com/title/tt0112431/quotes Plumwood, V. Feminism and the Mastery of Nature. London: Routledge, 1993. Pulp Fiction. Dir. Quentin Tarantino. Miramax, 1994. RSPCA Tasmania. “RSPCA Calls for Ban on Intensive Pig Farming.” 10 Sep. 2010 http://www.rspcatas.org.au/press-centre/rspca-calls-for-a-ban-on-intensive-pig-farming ScienceDaily. “Ancient Pig DNA Study Sheds New Light on Colonization of Europe by Early Farmers” 4 Sep. 2007. 10 Sep. 2010 http://www.sciencedaily.com/releases/2007/09/070903204822.htm Singer, Peter. “Down on the Family Farm ... or What Happened to Your Dinner When it was Still an Animal.” Animal Liberation 2nd ed. London: Jonathan Cape, 1990. 95-158. Soler, Jean. “Biblical Reasons: The Dietary Rules of the Ancient Hebrews.” Food: A Culinary History. Eds. Jean-Louis Flandrin and Massimo Montanari. Trans. Clarissa Botsford, Arthus Golhammer, Charles Lambert, Frances M. López-Morillas and Sylvia Stevens. New York: Columbia University Press, 1999. 46-54. Watson, Lyall. The Whole Hog: Exploring the Extraordinary Potential of Pigs. London: Profile, 2004. White, E. B. Essays of E. B. White. London: HarperCollins, 1979. White, E. B. Charlotte’s Web. London: HarperCollins, 2004. Wright, J., and V. Harwood. Eds. Biopolitics and the ‘Obesity Epidemic’. New York: Routledge, 2009. Wykes, J. Fatuosity 2010. 29 Aug. 2010 http://www.fatuosity.net

All history of this area and the general talk and all of that is that 1973 was a turning point and the Aquarius Festival is credited with having turned this region around in so many ways, but I think that is a myth ... and I have to honour the truth; and the truth is that old Dicke Donelly came and did a Welcome to Country the night before the festival. (Joseph in Joseph and Hanley)In 1973 the Australian Union of Students (AUS) held the Aquarius Arts and Lifestyle Festival in a small, rural New South Wales town called Nimbin. The festival was seen as the peak expression of Australian counterculture and is attributed to creating the “Rainbow Region”, an area with a concentration of alternative life stylers in Northern NSW (Derrett 28). While the Aquarius Festival is recognised as a founding historical and countercultural event, the unique and important relationships established with Indigenous people at this time are generally less well known. This article investigates claims that the 1973 Aquarius Festival was “the first event in Australian history that sought permission for the use of the land from the Traditional Owners” (Joseph and Hanley). The diverse international, national and local conditions that coalesced at the Aquarius Festival suggest a fertile environment was created for reconciliatory bonds to develop. Often dismissed as a “tree hugging, soap dodging movement,” the counterculture was radically politicised having sprung from the 1960s social revolutions when the world witnessed mass demonstrations that confronted war, racism, sexism and capitalism. Primarily a youth movement, it was characterised by flamboyant dress, music, drugs and mass gatherings with universities forming the epicentre and white, middle class youth leading the charge. As their ideals of changing the world were frustrated by lack of systematic change, many decided to disengage and a migration to rural settings occurred (Jacob; Munro-Clarke; Newton). In the search for alternatives, the counterculture assimilated many spiritual practices, such as Eastern traditions and mysticism, which were previously obscure to the Western world. This practice of spiritual syncretism can be represented as a direct resistance to the hegemony of the dominant Western culture (Stell). As the new counterculture developed, its progression from urban to rural settings was driven by philosophies imbued with a desire to reconnect with and protect the natural world while simultaneously rejecting the dominant conservative order. A recurring feature of this countercultural ‘back to the land’ migration was not only an empathetic awareness of the injustices of colonial past, but also a genuine desire to learn from the Indigenous people of the land. Indigenous people were generally perceived as genuine opposers of Westernisation, inherently spiritual, ecological, tribal and communal, thus encompassing the primary values to which the counterculture was aspiring (Smith). Cultures converged. One, a youth culture rebelling from its parent culture; the other, ancient cultures reeling from the historical conquest by the youths’ own ancestors. Such cultural intersections are rich with complex scenarios and politics. As a result, often naïve, but well-intended relations were established with Native Americans, various South American Indigenous peoples, New Zealand Maori and, as this article demonstrates, the Original People of Australia (Smith; Newton; Barr-Melej; Zolov). The 1960s protest era fostered the formation of groups aiming to address a variety of issues, and at times many supported each other. Jennifer Clarke says it was the Civil Rights movement that provided the first models of dissent by formulating a “method, ideology and language of protest” as African Americans stood up and shouted prior to other movements (2). The issue of racial empowerment was not lost on Australia’s Indigenous population. Clarke writes that during the 1960s, encouraged by events overseas and buoyed by national organisation, Aborigines “slowly embarked on a political awakening, demanded freedom from the trappings of colonialism and responded to the effects of oppression at worst and neglect at best” (4). Activism of the 1960s had the “profoundly productive effect of providing Aborigines with the confidence to assert their racial identity” (159). Many Indigenous youth were compelled by the zeitgeist to address their people’s issues, fulfilling Charlie Perkins’s intentions of inspiring in Indigenous peoples a will to resist (Perkins). Enjoying new freedoms of movement out of missions, due to the 1967 Constitutional change and the practical implementation of the assimilation policy, up to 32,000 Indigenous youth moved to Redfern, Sydney between 1967 and 1972 (Foley, “An Evening With”). Gary Foley reports that a dynamic new Black Power Movement emerged but the important difference between this new younger group and the older Indigenous leaders of the day was the diverse range of contemporary influences. Taking its mantra from the Black Panther movement in America, though having more in common with the equivalent Native American Red Power movement, the Black Power Movement acknowledged many other international struggles for independence as equally inspiring (Foley, “An Evening”). People joined together for grassroots resistance, formed anti-hierarchical collectives and established solidarities between varied groups who previously would have had little to do with each other. The 1973 Aquarius Festival was directly aligned with “back to the land” philosophies. The intention was to provide a place and a reason for gathering to “facilitate exchanges on survival techniques” and to experience “living in harmony with the natural environment.” without being destructive to the land (Dunstan, “A Survival Festival”). Early documents in the archives, however, reveal no apparent interest in Australia’s Indigenous people, referring more to “silken Arabian tents, mediaeval banners, circus, jugglers and clowns, peace pipes, maypole and magic circles” (Dunstan, “A Survival Festival”). Obliterated from the social landscape and minimally referred to in the Australian education system, Indigenous people were “off the radar” to the majority mindset, and the Australian counterculture similarly was slow to appreciate Indigenous culture. Like mainstream Australia, the local counterculture movement largely perceived the “race” issue as something occurring in other countries, igniting the phrase “in your own backyard” which became a catchcry of Indigenous activists (Foley, “Whiteness and Blackness”) With no mention of any Indigenous interest, it seems likely that the decision to engage grew from the emerging climate of Indigenous activism in Australia. Frustrated by student protestors who seemed oblivious to local racial issues, focusing instead on popular international injustices, Indigenous activists accused them of hypocrisy. Aquarius Festival directors, found themselves open to similar accusations when public announcements elicited a range of responses. Once committed to the location of Nimbin, directors Graeme Dunstan and Johnny Allen began a tour of Australian universities to promote the upcoming event. While at the annual conference of AUS in January 1973 at Monash University, Dunstan met Indigenous activist Gary Foley: Gary witnessed the presentation of Johnny Allen and myself at the Aquarius Foundation session and our jubilation that we had agreement from the village residents to not only allow, but also to collaborate in the production of the Festival. After our presentation which won unanimous support, it was Gary who confronted me with the question “have you asked permission from local Aboriginal folk?” This threw me into confusion because we had seen no Aboriginals in Nimbin. (Dunstan, e-mail) Such a challenge came at a time when the historical climate was etched with political activism, not only within the student movement, but more importantly with Indigenous activists’ recent demonstrations, such as the installation in 1972 of the Tent Embassy in Canberra. As representatives of the counterculture movement, which was characterised by its inclinations towards consciousness-raising, AUS organisers were ethically obliged to respond appropriately to the questions about Indigenous permission and involvement in the Aquarius Festival at Nimbin. In addition to this political pressure, organisers in Nimbin began hearing stories of the area being cursed or taboo for women. This most likely originated from the tradition of Nimbin Rocks, a rocky outcrop one kilometre from Nimbin, as a place where only certain men could go. Jennifer Hoff explains that many major rock formations were immensely sacred places and were treated with great caution and respect. Only a few Elders and custodians could visit these places and many such locations were also forbidden for women. Ceremonies were conducted at places like Nimbin Rocks to ensure the wellbeing of all tribespeople. Stories of the Nimbin curse began to spread and most likely captivated a counterculture interested in mysticism. As organisers had hoped that news of the festival would spread on the “lips of the counterculture,” they were alarmed to hear how “fast the bad news of this curse was travelling” (Dunstan, e-mail). A diplomatic issue escalated with further challenges from the Black Power community when organisers discovered that word had spread to Sydney’s Indigenous community in Redfern. Organisers faced a hostile reaction to their alleged cultural insensitivity and were plagued by negative publicity with accusations the AUS were “violating sacred ground” (Janice Newton 62). Faced with such bad press, Dunstan was determined to repair what was becoming a public relations disaster. It seemed once prompted to the path, a sense of moral responsibility prevailed amongst the organisers and they took the unprecedented step of reaching out to Australia’s Indigenous people. Dunstan claimed that an expedition was made to the local Woodenbong mission to consult with Elder, Uncle Lyle Roberts. To connect with local people required crossing the great social divide present in that era of Australia’s history. Amy Nethery described how from the nineteenth century to the 1960s, a “system of reserves, missions and other institutions isolated, confined and controlled Aboriginal people” (9). She explains that the people were incarcerated as a solution to perceived social problems. For Foley, “the widespread genocidal activity of early “settlement” gave way to a policy of containment” (Foley, “Australia and the Holocaust”). Conditions on missions were notoriously bad with alcoholism, extreme poverty, violence, serious health issues and depression common. Of particular concern to mission administrators was the perceived need to keep Indigenous people separate from the non-indigenous population. Dunstan described the mission he visited as having “bad vibes.” He found it difficult to communicate with the elderly man, and was not sure if he understood Dunstan’s quest, as his “responses came as disjointed raves about Jesus and saving grace” (Dunstan, e-mail). Uncle Lyle, he claimed, did not respond affirmatively or negatively to the suggestion that Nimbin was cursed, and so Dunstan left assuming it was not true. Other organisers began to believe the curse and worried that female festival goers might get sick or worse, die. This interpretation reflected, as Vanessa Bible argues, a general Eurocentric misunderstanding of the relationship of Indigenous peoples with the land. Paul Joseph admits they were naïve whites coming into a place with very little understanding, “we didn’t know if we needed a witch doctor or what we needed but we knew we needed something from the Aborigines to lift the spell!”(Joseph and Hanley). Joseph, one of the first “hippies” who moved to the area, had joined forces with AUS organisers. He said, “it just felt right” to get Indigenous involvement and recounted how organisers made another trip to Woodenbong Mission to find Dickee (Richard) Donnelly, a Song Man, who was very happy to be invited. Whether the curse was valid or not it proved to be productive in further instigating respectful action. Perhaps feeling out of their depth, the organisers initiated another strategy to engage with Australian Indigenous people. A call out was sent through the AUS network to diversify the cultural input and it was recommended they engage the services of South African artist, Bauxhau Stone. Timing aligned well as in 1972 Australia had voted in a new Prime Minister, Gough Whitlam. Whitlam brought about significant political changes, many in response to socialist protests that left a buoyancy in the air for the counterculturalist movement. He made prodigious political changes in support of Indigenous people, including creating the Aboriginal Arts Board as part of the Australian Council of the Arts (ACA). As the ACA were already funding activities for the Aquarius Festival, organisers were successful in gaining two additional grants specifically for Indigenous participation (Farnham). As a result We were able to hire […] representatives, a couple of Kalahari bushmen. ‘Cause we were so dumb, we didn’t think we could speak to the black people, you know what I mean, we thought we would be rejected, or whatever, so for us to really reach out, we needed somebody black to go and talk to them, or so we thought, and it was remarkable. This one Bau, a remarkable fellow really, great artist, great character, he went all over Australia. He went to Pitjantjatjara, Yirrkala and we arranged buses and tents when they got here. We had a very large contingent of Aboriginal people come to the Aquarius Festival, thanks to Whitlam. (Joseph in Joseph and Henley) It was under the aegis of these government grants that Bauxhau Stone conducted his work. Stone embodied a nexus of contemporary issues. Acutely aware of the international movement for racial equality and its relevance to Australia, where conditions were “really appalling”, Stone set out to transform Australian race relations by engaging with the alternative arts movement (Stone). While his white Australian contemporaries may have been unaccustomed to dealing with the Indigenous racial issue, Stone was actively engaged and thus well suited to act as a cultural envoy for the Aquarius Festival. He visited several local missions, inviting people to attend and notifying them of ceremonies being conducted by respected Elders. Nimbin was then the site of the Aquarius Lifestyle and Celebration Festival, a two week gathering of alternative cultures, technologies and youth. It innovatively demonstrated its diversity of influences, attracted people from all over the world and was the first time that the general public really witnessed Australia’s counterculture (Derrett 224). As markers of cultural life, counterculture festivals of the 1960s and 1970s were as iconic as the era itself and many around the world drew on the unique Indigenous heritage of their settings in some form or another (Partridge; Perone; Broadley and Jones; Zolov). The social phenomenon of coming together to experience, celebrate and foster a sense of unity was triggered by protests, music and a simple, yet deep desire to reconnect with each other. Festivals provided an environment where the negative social pressures of race, gender, class and mores (such as clothes) were suspended and held the potential “for personal and social transformation” (St John 167). With the expressed intent to “take matters into our own hands” and try to develop alternative, innovative ways of doing things with collective participation, the Aquarius Festival thus became an optimal space for reinvigorating ancient and Indigenous ways (Dunstan, “A Survival Festival”). With philosophies that venerated collectivism, tribalism, connecting with the earth, and the use of ritual, the Indigenous presence at the Aquarius Festival gave attendees the opportunity to experience these values. To connect authentically with Nimbin’s landscape, forming bonds with the Traditional Owners was essential. Participants were very fortunate to have the presence of the last known initiated men of the area, Uncle Lyle Roberts and Uncle Dickee Donnely. These Elders represented the last vestiges of an ancient culture and conducted innovative ceremonies, song, teachings and created a sacred fire for the new youth they encountered in their land. They welcomed the young people and were very happy for their presence, believing it represented a revolutionary shift (Wedd; King; John Roberts; Cecil Roberts). Images 1 and 2: Ceremony and talks conducted at the Aquarius Festival (people unknown). Photographs reproduced by permission of photographer and festival attendee Paul White. The festival thus provided an important platform for the regeneration of cultural and spiritual practices. John Roberts, nephew of Uncle Lyle, recalled being surprised by the reaction of festival participants to his uncle: “He was happy and then he started to sing. And my God … I couldn’t get near him! There was this big ring of hippies around him. They were about twenty deep!” Sharing to an enthusiastic, captive audience had a positive effect and gave the non-indigenous a direct Indigenous encounter (Cecil Roberts; King; Oshlak). Estimates of the number of Indigenous people in attendance vary, with the main organisers suggesting 800 to 1000 and participants suggesting 200 to 400 (Stone; Wedd; Oshlak: Joseph; King; Cecil Roberts). As the Festival lasted over a two week period, many came and left within that time and estimates are at best reliant on memory, engagement and perspectives. With an estimated total attendance at the Festival between 5000 and 10,000, either number of Indigenous attendees is symbolic and a significant symbolic statistic for Indigenous and non-indigenous to be together on mutual ground in Australia in 1973. Images 3-5: Performers from Yirrkala Dance Group, brought to the festival by Stone with funding from the Federal Government. Photographs reproduced by permission of photographer and festival attendee Dr Ian Cameron. For Indigenous people, the event provided an important occasion to reconnect with their own people, to share their culture with enthusiastic recipients, as well as the chance to experience diverse aspects of the counterculture. Though the northern NSW region has a history of diverse cultural migration of Italian and Indian families, the majority of non-indigenous and Indigenous people had limited interaction with cosmopolitan influences (Kijas 20). Thus Nimbin was a conservative region and many Christianised Indigenous people were also conservative in their outlook. The Aquarius Festival changed that as the Indigenous people experienced the wide-ranging cultural elements of the alternative movement. The festival epitomised countercultural tendencies towards flamboyant fashion and hairstyles, architectural design, fantastical art, circus performance, Asian clothes and religious products, vegetarian food and nudity. Exposure to this bohemian culture would have surely led to “mind expansion and consciousness raising,” explicit aims adhered to by the movement (Roszak). Performers and participants from Africa, America and India also gave attending Indigenous Australians the opportunity to interact with non-European cultures. Many people interviewed for this paper indicated that Indigenous people’s reception of this festival experience was joyous. For Australia’s early counterculture, interest in Indigenous Australia was limited and for organisers of the AUS Aquarius Festival, it was not originally on the agenda. The counterculture in the USA and New Zealand had already started to engage with their Indigenous people some years earlier. However due to the Aquarius Festival’s origins in the student movement and its solidarities with the international Indigenous activist movement, they were forced to shift their priorities. The coincidental selection of a significant spiritual location at Nimbin to hold the festival brought up additional challenges and countercultural intrigue with mystical powers and a desire to connect authentically to the land, further prompted action. Essentially, it was the voices of empowered Indigenous activists, like Gary Foley, which in fact triggered the reaching out to Indigenous involvement. While the counterculture organisers were ultimately receptive and did act with unprecedented respect, credit must be given to Indigenous activists. The activist’s role is to trigger action and challenge thinking and in this case, it was ultimately productive. Therefore the Indigenous people were not merely passive recipients of beneficiary goodwill, but active instigators of appropriate cultural exchange. After the 1973 festival many attendees decided to stay in Nimbin to purchase land collectively and a community was born. Relationships established with local Indigenous people developed further. Upon visiting Nimbin now, one will see a vibrant visual display of Indigenous and psychedelic themed art, a central park with an open fire tended by local custodians and other Indigenous community members, an Aboriginal Centre whose rent is paid for by local shopkeepers, and various expressions of a fusion of counterculture and Indigenous art, music and dance. While it appears that reconciliation became the aspiration for mainstream society in the 1990s, Nimbin’s early counterculture history had Indigenous reconciliation at its very foundation. The efforts made by organisers of the 1973 Aquarius Festival stand as one of very few examples in Australian history where non-indigenous Australians have respectfully sought to learn from Indigenous people and to assimilate their cultural practices. It also stands as an example for the world, of reconciliation, based on hippie ideals of peace and love. They encouraged the hippies moving up here, even when they came out for Aquarius, old Uncle Lyle and Richard Donnelly, they came out and they blessed the mob out here, it was like the hairy people had come back, with the Nimbin, cause the Nimbynji is the little hairy people, so the hairy people came back (Jerome). References Barr-Melej, Patrick. “Siloísmo and the Self in Allende’s Chile: Youth, 'Total Revolution,' and the Roots of the Humanist Movement.” Hispanic American Historical Review 86.4 (Nov. 2006): 747-784. Bible, Vanessa. Aquarius Rising: Terania Creek and the Australian Forest Protest Movement. BA (Honours) Thesis. University of New England, Armidale, 2010. Broadley, Colin, and Judith Jones, eds. Nambassa: A New Direction. Auckland: Reed, 1979. Bryant, Gordon M. Parliament of Australia. Minister for Aboriginal Affairs. 1 May 1973. Australian Union of Students. Records of the AUS, 1934-1991. National Library of Australia MS ACC GB 1992.0505. Cameron, Ian. “Aquarius Festival Photographs.” 1973. Clarke, Jennifer. Aborigines and Activism: Race, Aborigines and the Coming of the Sixties to Australia. Crawley: University of Western Australia Press, 2008. Derrett, Ross. Regional Festivals: Nourishing Community Resilience: The Nature and Role of Cultural Festivals in Northern Rivers NSW Communities. PhD Thesis. Southern Cross University, Lismore, 2008. Dunstan, Graeme. “A Survival Festival May 1973.” 1 Aug. 1972. Pamphlet. MS 6945/1. Nimbin Aquarius Festival Archives. National Library of Australia, Canberra. ---. E-mail to author, 11 July 2012. ---. “The Aquarius Festival.” Aquarius Rainbow Region. n.d. Farnham, Ken. Acting Executive Officer, Aboriginal Council for the Arts. 19 June 1973. Letter. MS ACC GB 1992.0505. Australian Union of Students. Records of the AUS, 1934-1991. National Library of Australia, Canberra. Foley, Gary. “Australia and the Holocaust: A Koori Perspective (1997).” The Koori History Website. n.d. 20 May 2013 ‹http://www.kooriweb.org/foley/essays/essay_8.html›. ---. “Whiteness and Blackness in the Koori Struggle for Self-Determination (1999).” The Koori History Website. n.d. 20 May 2013 ‹http://www.kooriweb.org/foley/essays/essay_9.html›. ---. “Black Power in Redfern 1968-1972 (2001).” The Koori History Website. n.d. 20 May 2013 ‹http://www.kooriweb.org/foley/essays/essay_1.html›. ---. “An Evening with Legendary Aboriginal Activist Gary Foley.” Conference Session. Marxism 2012 “Revolution in the Air”, Melbourne, Mar. 2012. Hoff, Jennifer. Bundjalung Jugun: Bundjalung Country. Lismore: Richmond River Historical Society, 2006. Jacob, Jeffrey. New Pioneers: The Back-to-the-Land Movement and the Search for a Sustainable Future. Pennsylvania: Penn State Press, 1997. Jerome, Burri. Interview. 31 July 2012. Joseph, Paul. Interview. 7 Aug. 2012. Joseph, Paul, and Brendan ‘Mookx’ Hanley. Interview by Rob Willis. 14 Aug. 2010. Audiofile, Session 2 of 3. nla.oh-vn4978025. Rob Willis Folklore Collection. National Library of Australia, Canberra. Kijas, Johanna, Caravans and Communes: Stories of Settling in the Tweed 1970s & 1980s. Murwillumbah: Tweed Shire Council, 2011. King, Vivienne (Aunty Viv). Interview. 1 Aug. 2012. Munro-Clarke, Margaret. Communes of Rural Australia: The Movement Since 1970. Sydney: Hale and Iremonger, 1986. Nethery, Amy. “Aboriginal Reserves: ‘A Modern-Day Concentration Camp’: Using History to Make Sense of Australian Immigration Detention Centres.” Does History Matter? Making and Debating Citizenship, Immigration and Refugee Policy in Australia and New Zealand. Eds. Klaus Neumann and Gwenda Tavan. Canberra: Australian National University Press, 2009. 4. Newton, Janice. “Aborigines, Tribes and the Counterculture.” Social Analysis 23 (1988): 53-71. Newton, John. The Double Rainbow: James K Baxter, Ngati Hau and the Jerusalem Commune. Wellington: Victoria University Press, 2009. Offord, Baden. “Mapping the Rainbow Region: Fields of Belonging and Sites of Confluence.” Transformations 2 (March 2002): 1-5. Oshlak, Al. Interview. 27 Mar. 2013. Partridge, Christopher. “The Spiritual and the Revolutionary: Alternative Spirituality, British Free Festivals, and the Emergence of Rave Culture.” Culture and Religion: An Interdisciplinary Journal 7 (2006): 3-5. Perkins, Charlie. “Charlie Perkins on 1965 Freedom Ride.” Youtube, 13 Oct. 2009. Perone, James E. Woodstock: An Encyclopedia of the Music and Art Fair. Greenwood: Greenwood Publishing Group, 2005. Roberts, John. Interview. 1 Aug. 2012. Roberts, Cecil. Interview. 6 Aug. 2012. Roszak, Theodore. The Making of a Counter Culture: Reflections on the Technocratic Society and Its Youthful Opposition. New York: University of California Press,1969. St John, Graham. “Going Feral: Authentica on the Edge of Australian culture.” The Australian Journal of Anthropology 8 (1997): 167-189. Smith, Sherry. Hippies, Indians and the Fight for Red Power. New York: Oxford University Press, 2012. Stell, Alex. Dancing in the Hyper-Crucible: The Rite de Passage of the Post-Rave Movement. BA (Honours) Thesis. University of Westminster, London, 2005. Stone, Trevor Bauxhau. Interview. 1 Oct. 2012. Wedd, Leila. Interview. 27 Sep. 2012. White, Paul. “Aquarius Revisited.” 1973. Zolov, Eric. Refried Elvis: The Rise of the Mexican Counterculture. Berkeley: University of California Press, 1999.

Blaise Pascal once offered the following advice to those perennially worried about knowing fact from fiction: “how few things can be demonstrated! Proofs only convince the mind; custom provides the strongest and most firmly held proofs” (148). The concern about whether or not God existed was for Pascal an unnecessary anxiety: the question couldn’t be answered by human knowledge, and so ultimately one just had to “wager” on whatever stood to be most beneficial, act as if this chosen answer was true, and the mind would eventually fall into line. For Pascal, if one stood to gain from believing in the truth of an idea then the great problems of epistemology could be reduced to a relatively simple and pragmatic calculation of benefit. Doubt, suspicion, and all the attendant epistemological worries would only count as wasted time.It might at first seem surprising that this somewhat antiquated idea of Pascal’s, conceived in seventeenth-century France, appears at the core of a novel by a writer considered to be the quintessential “modern” author, David Foster Wallace. But consider the following advice offered to a recovering drug addict in Wallace’s 1996 novelInfinite Jest. To reap the benefits of the AA program, Don Gately, one of the central characters of the novel, is told by resident counsellor Gene M to imagine he is holding a box of Betty Crocker Cake Mix. The box of cake mix represents Boston AA. Gately is advised that the “box came with directions on the side any eight-year-old could read”: Gene M. said all Gately had to do was for fuck’s sake give himself a break and relax and for once shut up and just follow the directions on the side of the fucking box. It didn’t matter one fuckola whether Gately like believed a cake would result, or whether he understood the like fucking baking-chemistry of howa cake would result: if he just followed the motherfucking directions, and had sense enough to get help from slightly more experienced bakers to keep from fucking the directions up if he got confused somehow, but basically the point was if he just followed the childish directions, a cake would result. He’d have his cake. (467) This advice indeed seems lifted from Pascal almost verbatim (plus or minus a few turns of phrase, of course):Learn from those who have been bound like you, and who now wager all they have. They are people who know the road you want to follow and have been cured of the affliction of which you want to be cured. Follow the way by which they began ... (Pascal 156).While the Pascalian influence on Wallace’s work is perhaps interesting in its own right, and there are certainly more extensive and capable analyses of it to be done than mine, I invoke it here to highlight a particular emphasis in Wallace’s work that I think exceeds the framework through which it is usually understood. Wallace’s fiction is commonly considered an attack on irony, being supposedly at the vanguard of a movement in recent American literature that Adam Kelly, in an illuminating analysis, has called the “New Sincerity” (131). But before anything else irony is a particular trope of understanding, a way of situating oneself in regards to an object of knowledge, and so Wallace’s work needs not only to be understood in terms of what a culture considers unhip, trite, and sentimental, but how it comes to decide upon those things at all, how it chooses to understand its reality. Inspired by the Pascalian influence apparent in Wallace’s portrayal of the Alcoholics Anonymous program, I intend to shift the focus away from issues of irony and sincerity and instead consider the importance of the epistemological tropes of suspicion and trust in reading Infinite Jest. More than anything else Wallace’s depiction of the AA program tells us he is interested, like Pascal, in the existential implications of suspicion, in what might be lost in following doubt to its most “radical” conclusions. I SuspicionIt is fruitful to view Western intellectual practice as exhibiting suspicious tendencies. From Descartes’s “hyperbolic doubt,” the “hermeneutics of suspicion” that Ricœur and Foucault see coming out of the legacy of Marx, Nietzsche, and Freud, to the endless “paranoia of the postmodern” that typifies recent academic trends (Bywater 79), the refusal to trust the veracity of surfaces has been a driving force in post-Enlightenment thought, becoming largely inextricable from how we understand the world. As a mode of critique, suspicion has a particular anxiety about the way fiction masquerades as truth. When a suspicious mind reads a given object, be it an advertisement, a novel, a film, a supermarket, or an egg carton, it most often proceeds by first separating the text into what Paul Ricœur calls an “architecture of meaning” (18), defining those elements it considers fictive and those it considers truer, more essential, in order to locate what it considers “the intentional structure of double meaning” (Ricœur 9). Beneath the fictive surface of a novel, for example, it might find hidden the “truer” forces of social repression and patriarchy. Behind the innocence of a bedtime tale it might discern the truth of the placating purpose of story, or the tyranny of naïve narrative closure, the fantasies of teleology and final consonance. And behind Pascal’s wager it might find a weak submission to ideological fictions, a confirmation of the processes of social conditioning.Over the years suspicion has doubtless proved itself a crucial resource for various politics of resistance, for challenging ossified structures of knowledge, and for exposing heinous fictions that definitely needed exposing. But some contend that these once fruitful intellectual practices have become so deeply entrenched that they are now the things to be suspiciously overcome. Rather than being a subversive tactic of liberation, the “routinisation” of suspicion can stand to mark a hermeneutic stasis. It can even, as Bruno Latour argues, mire important social and ecological issues in counterproductive doubt, the most obvious example being the tiresome “debates” about global warming:the danger would no longer be coming from an excessive confidence in ideological arguments posturing as matters of fact—as we have learned to combat so efficiently in the past—but from an excessive distrust of good matters of fact disguised as bad ideological biases! (Latour 227) The work of David Foster Wallace can be considered another example of such a discourse, one that definitely admits suspicion’s hermeneutic force, but is a little uneasy with its predominance. While Wallace’s work is most commonly understood in relation to irony, irony itself, as I have suggested, can in turn be understood as related to a subtending culture of suspicion and cynicism. In his 1993 essay “E Unibus Pluram: Television and U.S. Fiction,” Wallace notes a complex interaction between knowledge, suspicion, art, and televisual culture, in which a particular rendering of irony—a mistrust in clichéd sentiment and all those words we now so confidently put between “shudder” quotes—is commoditised and exploited in order to constantly provide the psychological payoffs of knowingness, those feelings of superiority, safety, and power that come from suspiciously seeing through to the “truth” of things. In Wallace’s reading, ostensibly postmodern advertisements draw attention to their fictive layers to make viewers feel attuned to the supposed truth of their intent. But this access to the “truth” is itself just another fiction aimed to mislead them into commercial pliancy:[TV can] ease that painful tension between Joe’s need to transcend the crowd and his status as Audience member. For to the extent that TV can flatter Joe about “seeing through” the pretentiousness and hypocrisy of outdated values, it can induce in him precisely the feeling of canny superiority it’s taught him to crave, and can keep him dependent on the cynical TV-watching that alone affords this feeling. (Wallace 180) The ironic viewer who would stand above these deliberately naive appeals would then also, and perhaps before anything else, be a suspicious reader, someone predisposed to seeing through the “surface” of a text. Irony, in these examples, would even be alike to the effect gained from “successful” suspicion, something like its reward, rather than an epistemological mode in itself. While in his essay Wallace ultimately intends that his critique of such tendencies will highlight the way much contemporary fiction struggles to subvert this culture, and thus we cannot help but look to his own work to see how it supposedly “attacks” irony, it is also just as crucial to consider its embedded critique of suspicious hermeneutics.II Trust In Infinite Jest’s portrayal of Boston’s Alcoholics and Narcotics Anonymous programs, Wallace attempts to propose a kind of neo-Pascalian “wager.” And like Pascal’s, Wallace’s is based on the willed performance of that most critically maligned of concepts, trust: that is, a willingness to become, like Pascal, blasé with truth as long as it stands to be beneficial. Within the novel the fictitious Ennet Drug and Alcohol House, along with the adjacent Enfield Tennis Academy, is staged as a school of personal (re)development, dramatising approaches to self-help in the damaged landscape of the Year of the Depend Adult Undergarment’s Boston. And it is here where Don Gately, the novel’s unlikely hero, has ended up on his quest to escape the “spider” of addiction. As it openly admits, Alcoholics Anonymous is an easy target for a suspicious mode of thought bent on locating fictions because it “literally makes no sense” (368). But like Pascal, Wallace’s AA submits the problem of truth and error to a more primary consideration of benefit, and celebrates the power of language and custom to create realities, rather than being suspicious of this process of linguistic mediation. So it is a system, like signification itself, that functions on “the carrot-and-donkey aspect of trudging to Meetings only to be told to trudge to still more Meetings” (1001); like any transcendental signifier, the revelations it hints at can never truly arrive. It is also based on assertions that “do not make anything resembling rational sense” (1002). For example, Joelle van Dyne battles with the AA precept “I’m Here But For the Grace of God.” She finds the phrase is literally senseless, and regardless of whether she hears it or not it’s meaningless, and that the foamy enthusiasm with which these folks can say what in fact means nothing at all makes her want to put her head in a Radarange. (366) But perhaps the strongest reason Joelle feels uncomfortable with the present example is that she senses in its obvious untruth the potential truth of all meaning’s fictitiousness, how all sense might just be made up of nonsense of one form or another. Within the AA program these words are a means to an end, rather than something to be resisted or deconstructed.To exist within Infinite Jest’s AA program is thus to be uncomfortably close to the linguistic production of reality, to work at meaning’s coalface, exposed to the flames of its fictitiousness, but all the while being forced to deny this very vista. So while AA is a process firmly against the mechanisms of denial (one of its favourite slogans is “Denial is not a river in Egypt” [272]), it is also based on a paradoxical imperative to deny the status of meaning as a production, as well as the denial of the significance of this paradox: For me, the slogan [Analysis-Paralysis] means there’s no set way to argue intellectual-type stuff about the Program [...] You can’t think about it like an intellectual thing [...] You can analyse it til you’re breaking tables with your forehead and find a cause to walk away, back Out There, where the Disease is. Or you can stay and hang in and do the best you can. (1002) Although it is common knowledge that its precepts are full of logical contradiction and impasse, that it is a blatantly fictitious enterprise, the difficulty which Wallace’s portrayal poses, both for his characters and for his readers schooled in suspicious hermeneutics, is that as a process of healing the AA program somehow seems to work with great efficacy. Enter the redemption of Don Gately.Despite his initial reluctance to embrace the program’s undertakings, much to his surprise Gately finds it having a definite effect: he “all of a sudden realised that quite a few days had gone by since he’d even thought about Demerol or Talwin or even weed” (467). The bracketing of the desire to know and interpret, and the willed trust in the efficacy of a process that one cannot know by necessity, initially frustrates him, and even makes him suspicious: “He couldn’t believe it. He wasn’t Grateful so much as kind of suspicious about it, the Removal [of his addiction]” (468). And all this can definitely be intellectually uncomfortable for a reader well-versed in suspicious hermeneutics, let alone the somewhat unintellectual Gately:It did, yes, tentatively seem maybe actually to be working, but Gately couldn’t for the life of him figure out how just sitting on haemorrhoid-hostile folding chairs every night looking at nose-pores and listening to clichés could work. Nobody’s ever been able to figure AA out, is another binding commonality. (349)Ultimately the AA program presents the novel’s hero and its readers with an impasse, a block to what one knows and can critique, refuting the basic assumption that links narrative progression and change with the acquisition of knowledge. While others in AA seek to understand and debunk it, they also significantly fail to achieve the kind of recovery experienced by Gately. As Elizabeth Freudenthal suggests, “despite the problems one may have with AA as a vehicle for healthy living, Gately’s mode of fighting addiction is the only one in the novel that actually works” (191). And while Freudenthal suggests that Gately’s success comes through a ritual “anti-interiority,” a “mode of identity founded in the material world of both objects and biological bodies and divested from an essentialist notion of inner emotional, psychological, and spiritual life” (192), to me it seems that were Gately unable to resist the pleasures of the suspicious mind then little of his “abiding” in the exterior world would be possible. Ultimately, what Gately achieves comes through a kind of epistemological “trust.”III Reading TrustfullyBy occupying such a central place in the narrative, this neo-Pascalian wager around which the novel’s AA program is built is obviously intended to bear not only on its characters, but on how the novel is read. So how might we also “learn” from such Pascalian gambits? How might we read the novel without suspicion? What might we gain by becoming Don Gately? What, on the other hand, might we lose? While this essay is far too short to conduct this kind of investigation in full, a few points might still be raised in lieu of a proper conclusion.By openly submitting to his ignorance of what his actions mean, Gately is able to approach success, conclusion, and fulfillment. What the novel’s ending has in store for him is another question altogether, but Freudenthal views Gately’s closing scenes as the apotheosis of his “anti-intellectual endeavor” (206). Gately’s narrative thus also presents a challenge to readers thoroughly led by suspicious hermeneutics, and encourages us, if we are to accept this notion that is key to Infinite Jest (but we can, of course, refuse not to), to place ourselves in the position of the AA attendee, as a subject of the text’s discourse, not in possession of knowledge through which to critique it and scale that “architecture of meaning.” Many aspects of the novel of course impel us to read suspiciously, to gather clues like detectives, to interrogate the veracity of claims. Consider, for example, the compounded conflicting accounts of whether Joelle van Dyne has been horribly disfigured by acid, or is sublimely beautiful (compare, for instance, the explanation given on 538 with that on 795). Yet ultimately, recalling the AA ethos, the narrative makes it difficult for us to successfully execute these suspicious reading practices. Similar to a text like Thomas Pynchon’s Gravity’s Rainbow, that for Brian McHale ultimately resists any attempt to answer the many questions it poses (90-91), Infinite Jest frequently invokes a logic of what we might call epistemological equivocation. Either the veil-wearing Joelle van Dyne is hideously and improbably deformed or is superlatively beautiful; either AA is a vapid institution of brainwashing or is the key to recovery from substance abuse; either the novel’s matriarch, Avril Incandenza, is a sinister “black widow” or a superlatively caring mother. The list goes on.To some extent, the plethora of conflicting accounts simply engages an “innocent” readerly curiosity. But regardless of the precise nature of this hermeneutic desire stimulated by the text, one cannot help but feel, as Marshall Boswell suggests, that “Wallace’s point seems to be that these issues are not the issue” (175). If we read the novel attempting to harmonise these elements, interrogating the reliability of the given textual evidence, we will be sorely disappointed, if not doomed to the “analysis paralysis” that is much feared in the novel’s AA program. While one of the pleasures Wallace’s novel offers readers is the encouragement to participate actively in the text, it is also something it is wary of. And this is where the rub of the book lies. Just like in AA, we can potentially keep analysing its ambiguities forever; it is indeed designed to be pleasurable in just this way. But it is also intended, at least so Wallace tells us, to resist the addictive nature of pure entertainment:The original title was A Failed Entertainment. The idea is that the book is structured as an entertainment that doesn’t work [...]. And the tension of the book is to try to make it at once extremely entertaining—and also sort of warped, and to sort of shake the reader awake about some of the things that are sinister in entertainment. (Wallace in Lipsky 79)If we consider what it might mean to view the book as a “Failed Entertainment,” and consider what it is we love to do when reading suspiciously, we can then see that it is perhaps intended to steer us away from trying to decode it, especially when it is constantly suggested to us that it is this effort of analysis that tends to move one out of the immediacy of a given moment. The fact that “nobody’s ever been able to figure AA out” (349), yet it still indubitably works, seems to suggests how we are to approach the novel.But what are we offered instead of these pleasures of suspicious reading? Perhaps, like the AA attendee, the novel wants us to learn to listen to what is already in front of us: for the AA member it is all those stories offered up at the “podium”; for us it is all the pain and joy written in the text. In place of a conclusive ending that gives us all that we want to know, that shows us everything that “happens,” in its final scene the novel instead tells the story of a man finding his “bottom,” his lowest ebb, waking up “flat on his back on the beach in the freezing sand” (981). This man, of course, is Don Gately. If we see this final moment only as a frustration of narrative desire, as a turning away from full understanding, from a revelation of the “truth” the narrative has been withholding, then we perhaps fail the task Wallace’s text, like AA, constantly asks of us: to listen, to accept, to trust.ReferencesBoswell, Marshall. Understanding David Foster Wallace. Columbia, SC: U of South Carolina P, 2003.Bywater, William. “The Paranoia of Postmodernism.” Philosophy and Literature 14.1 (1990): 79–84. Foucault, Michel. “Nietzsche, Freud, Marx.” Aesthetics, Method, and Epistemology: Essential Works of Foucault 1954–84, Volume 2. Ed. James Faubion. Trans. Robert Hurley et al. London: Penguin, 2000. 269–78. Freudenthal, Elizabeth. “Anti-Interiority: Compulsiveness, Objectification, and Identity in Infinite Jest.” New Literary History 41.1 (2010): 191–211. Kelly, Adam. “David Foster Wallace and the New Sincerity in American Fiction.” Consider David Foster Wallace: Critical Essays. Los Angeles: Sideshow Media Group Press, 2010. 131–46.Latour, Bruno. “Why Has Critique Run Out of Steam? From Matters of Fact to Matters of Concern.” Critical Inquiry 30.2 (2004): 225–48.Lipsky, David. Although of Course You End Up Becoming Yourself: A Road Trip With David Foster Wallace. New York: Broadway Books, 2010.McHale, Brian. “Modernist Reading, Post-Modern Text: The Case of Gravity's Rainbow.” Poetics Today 1.1 (1979): 85–110.Pascal, Blaise. Pensées and Other Writings. Trans. Honor Levi. Ed.Anthony Levi. New York: Oxford UP, 1995.Ricœur, Paul. Freud and Philosophy: An Essay on Interpretation. Trans. Denis Savage. New Haven: Yale UP, 1970.Wallace, David Foster. “E Unibus Pluram: Television and U.S. Fiction.” Review of Contemporary Fiction 13.2 (1993): 151–94. ---. Infinite Jest. New York: Back Bay Books, 1996.

I sat alone on the beach under the shade of a big umbrella. My husband, Bill, and our three children were in the condo taking a break from the Florida sunshine. Dreamily, I gazed at the vast Gulf of Mexico, the brilliant blue sky stretching endlessly above. I was sitting about 50 feet from the surf, but I couldn't actually see the waves hitting the beach; I was almost blind. It was a windy day in late May and I loved feeling the ocean breeze sweeping over me. I imagined I could hear the waves crashing onto the surf, but the sound was only a memory. I was totally deaf. Although I had a cochlear implant and could hear the waves, the cry of sea gulls, and many other sounds with the technology, I wasn't wearing it at the moment and everything I heard was in my mind. As a child, my understanding of speech was better and my vision was clearer. My diagnosis was optic atrophy at age 5 and my vision gradually degenerated over the years. For unknown reasons, nerve damage caused hearing loss and during my teens, my hearing grew worse and worse until by the time I was ready for college, I was profoundly deaf. I chose to attend Gallaudet University because my high school teachers and my parents felt I would receive better services as a deaf and blind student. I feel it was a very good decision; when I entered Gallaudet, it was like entering a new and exhilarating world. Before attending Gallaudet, while I struggled to cope with hearing loss combined with severely low vision, my world grew smaller and smaller, not being able to communicate efficiently with others. At Gallaudet, I suddenly found I could communicate with almost anybody I met on campus using sign language. Thus, my self-confidence and independence grew as I proceeded to get a college education.It wasn't an easy route to follow. I didn't know Braille at the time and depended on using a CCTV (closed captioned television) electronic aid which magnified text, enabling me to read all my college books. I also relied on the assistance of a class aid who interpreted all my teachers' lectures and class discussions because I was unable to see people's signing unless they signed right in front of my face. It was slow going and often frustrating, trying to keep involved socially and keeping up with my coursework but when I was 13 years old, my vision specialist teacher who had worked with me from 5th grade until I graduated from high school, wrote a note for me saying, "Anything worthwhile seldom comes easy." The phrase stuck in my mind and I tried to follow this philosophy. In 1989 after 7 years of persistence, I graduated with a Bachelor's of Arts degree in psychology. With the B.A. in hand and having developed good communication skills with deaf and deaf-blind people using sign language and ASL (American Sign Language), I was ready to face the world. But I wasn't exactly ready; I knew I wanted a professional job working with deaf-blind people and the way to get there was to earn a master's degree. I applied for admission into Gallaudet's graduate school and was accepted into the vocational rehabilitation counselling program. While I thoroughly enjoyed graduate school experience, I got to work with my class mates one-on-one more often and there were a lot more hands-on activities, it became obvious to me that I wasn't prepared for graduate school. I needed to learn Braille and how to use Braille technology; my vision had worsened a lot since starting college. In addition, I needed a break from school and needed to gain experience in the working world. After completing one and a half years and earning 15 credit hours in the master's program, I left Gallaudet and found a job in Baltimore, Maryland.The job was with a new program for adults who were visually and hearing impaired and mentally disabled. My job was assisting the clients with independent living and work related skills. Most of the other staff were deaf, communicating via ASL. By then, I was skilled using tactile signing, putting my hand on the back of the signer's hand to follow movements by touch, and I made friends with co-workers. I felt grown up and independent working full-time, living in my own apartment, using the subway train and bus to travel to and from work. I didn't have any serious problems living on my own. There was a supermarket up the road to which I could walk or ride a bus. But I needed a taxi ride back to the apartment when I had more groceries than I could carry. I would leave a sign I made out of cardboard and wrote my address in big black numbers, on my apartment door to help the driver find my place. I used a white cane and upon moving to Baltimore, an Orientation and Mobility (O and M) teacher who worked with blind people, showing them how to travel in the city, taught me the route to my work place using the subway and bus. Thus, I was independent and knew my way to work as well as to a nearby shopping mall. One day as I stood on the subway station platform holding my white cane, waiting for my train, the opposite train pulled in. As I stood watching passengers hurrying to board, knowing my train would arrive soon on the other side, a woman ran up to me and started pulling my arm. I handed her my notebook and black marker I used for communicating with people in the public, telling her I couldn't hear and would she please write in large print? She frantically scribbled something, but I couldn't read the note. She then gave me back the pen and pad, grabbed my arm again and started pulling me towards the train. I refused to budge, gesturing towards the opposite tracks, clearly indicating I was waiting for the other train. Finally, she let go, dashed into the train before the doors closed. I watched the train pull away, sadly reflecting that some people who wanted to help, just didn't understand how to approach disabled people. As a deaf-blind traveller, it was my duty to help educate the general public how to assist disabled persons in a humane way. After I established my new life for a few months, Bill was offered a position in the same program and moved to Baltimore to join me. He had worked at the Helen Keller National Centre in New York where I met him while doing a summer internship there three years before. I was thrilled when he got the job working beside me and we got to know each other on a daily basis. We had been dating since we met although I was in college and he was working and living in New York and then Cleveland, Ohio. Bill being hearing and sighted, was skilled in sign language and communication techniques with deaf-blind people. He had a wonderful attitude towards disabled people and made me feel like a normal person who was capable of doing things. We shared a lot and were very comfortable with each other. After nearly six months together in Baltimore, we married in May 1992, several weeks before my 28th birthday.After our first year of marriage living in Maryland, Bill and I moved to Little Rock, Arkansas. We wanted to live closer to my family and parents, Ron and Judy Cummings, who lived in Poplar Bluff, Missouri, 176 miles north of Little Rock. I wanted to go back to school and entered the deaf education program at the University of Arkansas at Little Rock with the goal of becoming a teacher for deaf-blind students. I never dreamed I would have a deaf-blind child of my own one day. My vision and hearing loss were caused by nerve damage and no one else in my family nor Bill's had a similar disability.I was pregnant with our first child when I entered UALR. In spite of my growing belly, I enjoyed the teacher training experience. I worked with a deaf-blind 12-year-old student and her teacher at the Arkansas School for the Deaf; observed two energetic four-year-olds in the pre-school program. But when my son, Joe was born in June 1994, my world changed once again. School became less important and motherhood became the ultimate. As a deaf-blind person, I wanted to be the best mom within my abilities.I decided that establishing good communication with my child was an important aspect of being a deaf-blind mom. Bill was in full agreement and we would set Joe on the kitchen table in his infant carrier, reciting together in sign language, "The three Bears". I could see Joe's tiny fists and feet wave excitedly in the air as he watched us signing children's stories. I would encourage Joe to hold my fingers while I signed to him, trying to establish a tactile signing relationship. But he was almost two years old when he finally understood that he needed to sign into my hands. We were sitting at the table and I had a bag of cookies. I refused to give him one until he made the sign for "cookie" in my hand. I quickly rewarded him with a cookie and he got three or four each time he made the sign in my hand. Today at 16, Joe is an expert finger speller and can effectively communicate with me and his younger deaf-blind brother, Ben.When Joe was two and a half, I decided to explore a cochlear implant. It was 1996 and we were living in Poplar Bluff by then. My cousin, who was studying audiology, told me that people using cochlear implants were able to understand sound so well they didn't need good vision. I made an appointment with the St. Louis cochlear implant program and after being evaluated, I decided to go ahead. I am glad I have a cochlear implant. After months of practice I learned to use the new sound and was eventually able to understand many environmental sounds. I never regained the ability of understanding speech, though, but I could hear people's voices very clearly, the sound of laughter, birds singing, and many more. Being able to hear my children's voices is especially wonderful, even when they get noisy and I get a headache. That fall I went to Leader Dogs School for the Blind (LDSB) where I met Milo, a large yellow Labrador retriever. At LDSB I learned how to care for and work with a dog guide. Having Milo as my companion and guide was like stepping into another new and wonderful world of independence. With Milo, I could walk briskly and feel secure. Milo was a big help as a deaf-blind mom, too. With Milo's guiding help, it was wonderful following my children while they rode tricycles or bikes and the whole family enjoyed going out for walks together. Our second son, Ben, was born in February 1999. He was a perfectly healthy little boy and Bill and I were looking forward to raising two sons. Joe was four and a half years old when Ben was born and was fascinated in his new brother. But when Ben was 5 months old, he was diagnosed with Langerhans Cell Histiocytosis (LCH), a rare childhood disease and in some cases, fatal. It was a long, scary road we followed as Ben received treatment at the children's hospital in St. Louis which involved making the 150 mile trip almost weekly for chemotherapy and doctor check-ups. Through it all, Ben was a happy little boy, in spite of the terrible rash that affected his scalp and diaper area, a symptom of LCH. Bill and I knew that we had to do everything possible to help Ben. When he was a year old, his condition seemed stable enough for me to feel comfortable leaving my family for two months to study Braille and learn new technology skills at a program in Kansas City. My vision had deteriorated to a point where I could no longer use a CCTV.Bill's mom, Marie Reid, who lived in Cleveland, Ohio, made a special trip to stay at our home in Poplar Bluff to help Bill with the boys while I was gone. I was successful at the program, learning Braille, making a change from magnification to Braille technology. Upon returning home, I began looking for a job and found employment as a deaf-blind specialist in a new project in Mississippi. The job was in Tupelo and we moved to northern Mississippi, settling into a new life. We transferred Ben's treatment to St. Judes Children's hospital located in Memphis, 94 miles west of Tupelo. I went to work and Bill stayed home with the boys, which worked well. When Ben had to go to St. Judes every three weeks for chemotherapy, Bill was able to drive him. The treatment was successful, the rash had disappeared and there were no traces of LCH in Ben's blood tests. But when he was almost 3 years old, he was diagnosed with optic atrophy, the same eye disease I suffered from and an audiologist detected signs of inner ear hearing loss.Shocked at the news that our little son would grow up legally blind and perhaps become deaf, Bill and I had to rethink our future. We knew we wanted Ben to have a good life and as a deaf-blind child, he needed quality services. We chose to move to Pittsburgh, Pennsylvania because I knew there were good services for deaf-blind people and I could function independently as a stay-home mom. In addition, Cleveland, Ohio, where Marie Reid and several of Bill's siblings lived, was a two hour's drive from Pittsburgh and living near family was important to us. With regret, I left my job opportunity and new friends and we re-located to Pittsburgh. We lived on a quiet street near Squirrel Hill and enrolled Joe into a near-by Catholic school. Ben received excellent early intervention services through the Pittsburgh public school, beginning Braille, using a white cane and tactile signing. The Pennsylvania services for the blind generously purchased a wonderful computer system and Braille display for me to use at home. I was able to communicate with Joe's and Ben's teachers and other contacts using e-mail. Ben's Braille teacher provided us with several print/Braille books which I read to the boys while Ben touched the tactile pictures. I made friends in the deaf and deaf-blind community and our family attended social events. Besides the social benefits of a deaf community, Pittsburgh offered a wonderful interpreting service and I was able to take Ben to doctor appointments knowing an interpreter would meet me at the hospital to assist with communication. I also found people who were willing to help me as volunteer SSPs (support Service Providers), persons whose role is to assist a deaf-blind person in any way, such as shopping, going to the bank, etc. Thus, I was able to function quite independently while Bill worked. Perhaps Bill and I were a bit crazy; after all, we had enough on our plate with a deaf-blind son and a deaf-blind mom, but love is a mysterious thing. In October 2003, Tim was born and our family was complete. Having two school-aged children and a baby on my hands was too much for me to handle alone. Bill was working and busy with culinary arts school. We realized we needed more help with the children, plus the high cost of living in the city was a struggle for us. We decided for the family's best interest, it would be better to move back to Poplar Bluff. After Joe and Ben were out of school in June, my mom flew out to Pittsburgh to escort them back to her home while Bill finished his externship for his culinary arts degree and in the late summer of 2004, we packed up our apartment, said good-bye to Pittsburgh, and drove to Missouri. The move was a good decision in many ways. Poplar Bluff, a rural town in south-eastern Missouri, has been my hometown since I was 10 years old. My extended family live there and the boys are thriving growing up among their cousins. Ben is receiving Braille and sign language services at public school and reads Braille faster than me!While both Bill and I are deeply satisfied knowing our children are happy, we have made personal sacrifices. Bill has given up his career satisfaction as a professional cook, needing to help look after the children and house. I have given up the benefits of city life such as interpreting and SSP services, not to mention the social benefits of a deaf community. But the children's well-being comes first, and I have found ways to fulfil my needs by getting involved with on-line groups for deaf-blind people, including writers and poets. I have taken a great interest in writing, especially children's stories and hope to establish a career as a writer. While I work on my computer, Bill keeps busy engaging the boys in various projects. They have built a screened-in tree house in the backyard where Ben and Tim like to sleep during warm summer nights.“It's almost 5 o'clock," Bill signed into my hand, rousing me from my thoughts. Time to prepare for our homeward journey the next day to Poplar Bluff, Missouri.Christy and Family

Introduction There are increasing levels of concern around the health of citizens within Western neo-liberal democracies like Britain, the USA, and Australia. These governmental concerns are made manifest by discursive mechanisms that seek to both survey and regulate the lifestyles, eating habits and exercise regimes of citizens. Such governmental imperatives have historically targeted schools with school food ranking high in the priorities of public health policy, particularly in regards to the fears around childhood obesity and related health problems (Gard and Wright, Rich, Vander Schee and Gard). However, more recently such concerns have spilled into the wider public arena in Australia where fears of an “obesity epidemic”, the revision of the “food pyramid” and recent calls that make it mandatory for fast food companies to display calorie/kilojoule content on menu boards illustrate the increasing levels to which governments seek to intervene regarding the health of citizens. Not only does the attempt to produce a healthy citizen take place within policy imperatives but also within popular culture. Here, we see healthy eating and diet shows becoming international brands. For example The Biggest Loser, where obese contestants embark on a televised diet and exercise regime, competing to lose the most weight in the shortest time, and also Jamie Oliver’s attempt to change the eating habits of the British has crossed the Atlantic to the USA. There is a sense of urgency embedded in many such discursive practices and an implication that, as a society, we need a “lifestyle change” to make us healthier. Reflecting this urgency is an increase in cookbooks that not only provide recipe ideas but also seek to intervene into our day-to-day conduct. The content of such books moves beyond ways of putting a meal together and into the territory of self-surveillance and regulation. In this way, then, cookbooks can be read as pedagogical. This particular brand of pedagogy, moreover, feeds into wider socio-political discourses around the governance of the self within our late modern context. This chapter will argue that many contemporary cookbooks attempt to enact governmental imperatives around health and nutrition and that, by doing this, they become pedagogical devices that translate governmental devices into the homes of their readers. By using a post-Foucauldian analytical framework, we will illustrate the ways in which Jane Kennedy’s cookbook, Fabulous Food, Minus the Boombah mobilises discourses of health, gender, risk, and food in a rich (but 99 per cent fat free) mix. Analytical Framework This paper draws upon Foucauldian governmentality studies and the ways in which discursive practices are enacted in order to position and offer an analysis of cookbooks as pedagogical devices that translate the work of government into readers’ homes. Foucault defined government as “the conduct of conduct” arguing that government relates to the “way in which the conduct of individuals or groups might be directed: the government of children, of souls, of communities, of families, of the sick […] to govern in this sense, is to structure the possible field of action” (220–1). Foucault argued that attempts to shape conduct occur within socio-historical moments and contexts (Gordon) and they are, therefore, subject to change. Within this article, we seek to understand the ways in which governmental imperatives around food and lifestyle are taken up by cookbook authors and the implications of this in terms of public pedagogies within our late-modern context. Public health is located within a myriad of governmental sites that attempt to regulate people’s lives. In deciphering how government sites operate as mechanisms of regulation in modern times, Miller and Rose suggest that we require: An investigation not merely of grand political schemata, or economic ambitions, or even of general slogans such as ‘state control’, nationalization, the free market, and the like, but of apparently humble and mundane mechanisms which appear to make it possible to govern […] the list is heterogeneous and is, in principle unlimited (32). Such investigations can be grouped under the umbrella of “governmentality studies”. To grasp “governmentality” is complex and requires an analytics that can span history, and reach across macro and micro contours to trace various linkages and connections forged between governmental rationalities, techniques and practices (Leahy, Assembling). For the purposes of this paper we will be offering an analytic of the humble cookbook and its potential role in the governance of the self, a technique vital to contemporary neo-liberal modes of governance. Neo-liberalism produces particular versions of health, citizenship, and individualism. Within neo-liberal governmental assemblages, public health policy operates as a key site for enacting what Miller and Rose label “government at a distance” (32) by working to facilitate the shifting of responsibility for the health of citizens from the State to the individual. The individual, however, does not instinctively know how to incorporate governmental hopes for a healthy lifestyle into their lives—it is here that the cookbook, as pedagogical device, is vital because it translates macro governmental hopes to the micro level, that is, into the kitchens of citizens. Both risk and expertise also work alongside neo-liberalism in the assemblage to render the problems of government both thinkable and calculable, and in turn, practical. We will see in the next section how Jane Kennedy, the author of Fabulous Food, Minus the Boombah deploys both popular notions of risk alongside her own experience and expertise (her lifelong “battle” with weight) in order to fold the (female) reader in to Kennedy’s particular approach to healthy eating. Pedagogy could be described as part of the “doing” of education, the means through which ideas are transmitted through and between learners and teachers. Like contemporary neo-liberal government, contemporary pedagogies can be understood as assemblages; that is, they are made up of competing, intersecting, contradictory and multiple elements. Pedagogy is a technical device through which these elements are translated and transmitted to its audience, be that school pupils, students, adult learners or citizens. Elizabeth Ellsworth argues that pedagogy is a “social relationship [that] is very close in. It gets right in there in your brain, your body, your heart, your sense of self, of the world, of others, and of possibilities and impossibilities in all those realms” (6). In other words, effective pedagogical devices are necessary contact points between ideas and the self; they inform relationships between the macro and the micro, thus shaping both the individual and the collective. The remainder of this paper will demonstrate how Fabulous Food, Minus the Boombah deploys popular discursive trends regarding food, health, gender, and citizenship as pedagogic tools that aim to cultivate a healthier subject. Food That Makes Your Arse Huge? “Boombah: (adj). Word to describe food that makes your arse huge” (Kennedy 5). Lifestyle, diet, and health books can be seen to have saturated the market over recent years in an almost epidemic-like way. This phenomenon both mirrors and informs governmental imperatives around the health and lifestyle of citizens. A recent visit to our local bookshop revealed that there appears to be a polarisation of texts relating to food, health, and wellbeing. Books that explicitly relate to health and health issues can be found in one section, and cookbooks in another. However, there are an increasing number of texts that blend the two genres and offer diet, health, and lifestyle tips along with recipe ideas and cooking techniques. Within this blend there is also variation; there are texts that offer a scientific exposition of food, nutrition, and diet, such as Ricotti and Connelly’s The Healthy Family Cookbook, a text which offers a twelve-chapter overview of current theories and practices around health and nutrition before offering recipe ideas designed to help the reader achieve and maintain a “healthy weight” (page). In addition there are also texts that fold particular approaches to weight-loss, such as Jenny Craig or The Biggest Loser, together with cooking. The input of celebrity chef Jamie Oliver to the mix has been well documented (see Pike; Leahy, Disgusting; Rawlins; Zimmet and James) and the influence of Oliver’s approachable style of writing can be found within many contemporary cookbooks, including Fabulous Food, Minus the Boombah, a text within which Jane Kennedy blends together cooking, health, and lifestyle into a paste that is bound together with a Bridget Jones-style confessional commentary on her own, personal struggles with weight and dieting. For example: “I love food. Always have. Unfortunately I love it about one kilo per month more than I should. Perhaps I should put it another way: the food I love seems to have more calories than I need over a month and a year and a lifetime … it adds up! Yep, I get FAT” (xi). This style can be read as a way of “getting right in” (Ellsworth 6), to enfold the reader into Kennedy’s world. It also may provide readers, particularly, as we will discus below, middle-class Anglo-Australian females, with a sense of solidarity in a struggle against weight gain. Kennedy often deploys the spectre of designer jeans that no longer fit as a way to further entice the reader to embrace the healthy eating regime promoted by the book. Kennedy draws upon notions of horror and disgust at the fat body (her own but, implicitly, also the readers). Horror and disgust are potent pedagogical devices that are often put to work in educational and health promotion settings in an attempt to lure people and their bodies into action (Leahy, Disgusting; Lupton). In many ways Kennedy’s cookbook can be read as public pedagogy—its aim is to teach the reader how to cook food that is “packed full of flavour but minus the boombah” (xxvii), or minus that which causes bodily harm and/or disgusting transformation. In order to achieve this, Kennedy deploys “expert knowledge” as she takes the reader on a journey through her own struggles with weight, fad diets and failure to epiphany—which for Kennedy was a personal trainer and a new approach to cooking, eating and lifestyle and her book is peppered with self help-style narrative devices, for example: The key to successful weight loss with this style of eating is to be organised. Disorganisation is the open door though which every second excuse (and French fry) slips. “Oh no, the stores are closed. Oh well, better order takeaway”. Don’t do it. There. Is. No. Good. Takeaway. Food. (Kennedy xxii, emphasis original). Several mechanisms are being deployed here. Firstly, she is inadvertently constructing the perfect western neo-liberal subject: organised, self-contained, disciplined, and able to make informed rational decisions around food type and purchase. Secondly, by predicting and addressing the reader’s perceived resistance, Kennedy reveals her moralistic overtones. We see the judgment of a rational, ordered subject versus a messy, disorganised, immoral (and fat) subject in a piling up of connotations that lead to the same conclusion: this healthy way is the best healthy way. Kennedy’s personal narrative within the text follows a trajectory of “awareness, struggle and epiphany” (Plummer 131) that often characterise the confessional stories that we tell about ourselves: “I ended up […] back at square one: overweight, staring down a year of chicken consommé dinners […] I finally grew a brain and motivated myself to see a personal trainer” (Kennedy xiv). Kennedy’s narrative is a familiar one and a Foucauldian reading of confession enables us to take the position that confession is imperative to the contemporary construction of self. Modes of confession have become increasingly diverse and reified through the era of reality TV, social networking and the “personal trauma” sub-genre of autobiographical memoir (Brien). Kennedy’s book deploys confession as a narrative device that, like her moralising about the dangers of take away food, attempts to fold the reader into her world and, as a result, reifies her approach to healthy eating and lifestyle. We can do it because she has done it. Through the confessional she is not only able to tell of her love of food but also of her understanding of it as risky. This can be outlined by drawing upon an extract we looked at earlier: “the food I love seems to have more calories than I need and over a month and a year and lifetime it adds up! Yep, I get FAT” (xi). Risk and expertise work alongside neo-liberal individualism in the governmental assemblage to render the problems of government both thinkable and calculable, and in turn, practical. Kennedy deploys both risk and expert knowledge in order to successfully demonstrate her understanding of healthy eating as a battleground that see her appetite and tastes at war with her waistline. She guides us through the various fad diets she has tried, through gaining weight while being pregnant, and the anguish of seeing her image reflected back at her through her career in television, until her epiphany: the realisation that in order to achieve and maintain a healthy weight a balance of healthy eating and exercise is required. These are convincing pedagogical strategies that encourage the reader to apply modes of self-governance that reflect wider, macro hopes for the healthy neo-liberal citizen and Kennedy’s status as TV celebrity within Australia. Her use of the colloquial term “boombah” makes hers a uniquely Australian endeavour. It is worth noting here that Kennedy’s brand of Australian humour and use of colloquialism is deeply entrenched with raced and classed assumptions about desirable body size and the economic and cultural capital of its readers. It is middle class white Anglo-Australian women who are being targeted by this book and, arguably, by this brand of public pedagogy. As with many contemporary cultural texts about cooking, Kennedy’s book promotes an: “upper-middle-class lifestyle enhanced by the appropriation of goods and commodities. All the while, real issues surrounding the life-sustaining reality of food are ignored” (Wright and Sandlin 406). The lifestyle promoted by Kennedy is classed in this way. She writes of Bettina Liano jeans, of working on the popular Australian television show A Current Affair, of drinking wine, and using goats cheese and kaffir lime leaves in her cooking. Her levels of economic and cultural capital are obvious, and this sets the scene well for the type of reader she is attempting to educate. Although she does not explicitly mention gender, her “Bridget Jones”-style confessions of dietary failure (though Kennedy succeeds where Bridget would inevitably continue to fail), the mention of cooking both children’s and adult’s dinners, and the illustrations throughout the book that feature children’s toys implicitly position her as a “typical modern woman” with a career and a family to boot. In terms of pedagogy, Kennedy’s book reflects contemporary governmental discourse around health, food and wellbeing. It is designed “to shape with some degree of deliberation aspects of our behaviour according to particular sets of norms and for a variety of ends” (Dean 18). It reflects government fears around obesity, portion size, calorific content, and body shape. Pike and Leahy argue that food pedagogies provide government, and in this case the individual, with opportunities to shape, sculpt, mobilise, and work through the food choices, desires and aspirations, needs, wants, and lifestyles of parents, families, and children. The explicit intention of food pedagogies is to enlist the public into a process of “governmental self formation”: that is, “the ways in which various authorities and agencies seek to shape the conduct, aspirations, needs, desires and capacities of specified political and social categories, to enlist them in particular strategies and to seek definite goals” (Dean 563). Fabulous Food, Minus the Boombah then uses confession as a springboard to enlisting its readers into a healthier lifestyle and, more importantly, a healthier, risk aversive relationship with food. It individualises this struggle, and, like all good neo-liberal subjects, presents a healthy diet as an individual struggle: This way of cooking and eating works for me […] I feel much healthier and happier and I’ve got a lot more energy […] These recipes have to be better for you than chowing down a creepy bowl of 2 minute noodles and an entire pack of Tim Tams (yes, it’s time to let go). Be disciplined, even if you’ve struggled before. And if you really can’t live without your nightly routine of creamy pasta […] then bung this book back on the shelf. But stop whingeing about your huge arse (xix). This passage illustrates Kennedy’s pedagogy well, particularly the way in which her pedagogy is infused with neo-liberal discursive techniques. She positions herself as expert by stating that her way of cooking “works for me” as well as by deploying phrases like “I feel” and “I’ve got”. She then expertly shifts the reader’s focus from herself to the governance of the self by stating that it is up to the individual to be self-disciplined. Her pedagogy is littered with risk discourse as she informs us that you can continue to eat as you wish, but that there are consequences (a “huge arse”). This particular brand of risk discourse is gendered, as it is arguably mostly women who worry about the size of this part of their anatomy. One of the greatest contradictions of a neo-liberal approach to governance is that at the same time as promoting individual responsibility, there is also a strong emphasis on the collective. Kennedy reflects this throughout the book, as the above passage suggests. Her introductory section acts as a guide for the reader, who—once enfolded into Kennedy’s approach—she lets make their own way with encouragement. This is manifest in her final statements, “So let’s say goodbye to boombah. Go for it! And enjoy!” (xxvii). As pedagogy, then, Fabulous Food, Minus the Boombah attempts to cultivate and shape the reader’s choices around food by providing a practical means for transforming not only the reader’s food practices but also her image and self-esteem. This is achieved by the author’s supplement of supplying expert information, cooking skills, guidance, and incitement. Let’s Say Goodbye to Boombah? This paper has demonstrated how the contemporary cookbook can be read as pedagogy. In some ways the humble cookbook has always been pedagogical; seeking to teach the reader to make something that they previously did not, presumably, know how to, as well as providing cooking techniques and advice on the most suitable produce to use in particular recipes. However, in the contemporary moment, the cookbook arguably increasingly acts as a translation mechanism for governmental imperatives around food, health, and wellbeing. We have taken one cookbook amongst many as an illustration of our thesis. Jane Kennedy’s Fabulous Food Minus the Boombah is an Australian example of the neo-liberal project that lies at the heart of contemporary modes of governance of the population, but also, and more importantly, governance of the self. At the very heart of neo-liberalism is an imagined subject. That is, neo-liberalism needs and wants citizens to be autonomous, health seeking, enterprising, rational, choice-making individuals. The contemporary cookbook, it has been argued, can assist the individual in the production of a healthier-eating self. However, the more complex and intersecting aspects of selfhood—aspects such as socio-economic status, gender, location and ethnicity—are often absent from the construction of the healthy individual promoted by the contemporary cookbook. Above all, this paper has sought to problematise some of the dominant discourse around food, health, and wellbeing that can be found on the pages of the modern-day cookbook. 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Introduction: Technology EnthusiasmEnthusiasts are people who have a passion, keenness, dedication or zeal for a particular activity or hobby. Today, there are enthusiasts for almost everything, from genealogy, costume dramas, and country houses, to metal detectors, coin collecting, and archaeology. But to be described as an enthusiast is not necessarily a compliment. Historically, the term “enthusiasm” was first used in England in the early seventeenth century to describe “religious or prophetic frenzy among the ancient Greeks” (Hanks, n.p.). This frenzy was ascribed to being possessed by spirits sent not only by God but also the devil. During this period, those who disobeyed the powers that be or claimed to have a message from God were considered to be enthusiasts (McLoughlin).Enthusiasm retained its religious connotations throughout the eighteenth century and was also used at this time to describe “the tendency within the population to be swept by crazes” (Mee 31). However, as part of the “rehabilitation of enthusiasm,” the emerging middle-classes adopted the word to characterise the intensity of Romantic poetry. The language of enthusiasm was then used to describe the “literary ideas of affect” and “a private feeling of religious warmth” (Mee 2 and 34). While the notion of enthusiasm was embraced here in a more optimistic sense, attempts to disassociate enthusiasm from crowd-inciting fanaticism were largely unsuccessful. As such enthusiasm has never quite managed to shake off its pejorative connotations.The 'enthusiasm' discussed in this paper is essentially a personal passion for technology. It forms part of a longer tradition of historical preservation in the United Kingdom and elsewhere in the world. From preserved railways to Victorian pumping stations, people have long been fascinated by the history of technology and engineering; manifesting their enthusiasm through their nostalgic longings and emotional attachment to its enduring material culture. Moreover, enthusiasts have been central to the collection, conservation, and preservation of this particular material record. Technology enthusiasm in this instance is about having a passion for the history and material record of technological development, specifically here industrial archaeology. Despite being a pastime much participated in, technology enthusiasm is relatively under-explored within the academic literature. For the most part, scholarship has tended to focus on the intended users, formal spaces, and official narratives of science and technology (Adas, Latour, Mellström, Oldenziel). In recent years attempts have been made to remedy this imbalance, with researchers from across the social sciences examining the position of hobbyists, tinkerers and amateurs in scientific and technical culture (Ellis and Waterton, Haring, Saarikoski, Takahashi). Work from historians of technology has focussed on the computer enthusiast; for example, Saarikoski’s work on the Finnish personal computer hobby:The definition of the computer enthusiast varies historically. Personal interest, pleasure and entertainment are the most significant factors defining computing as a hobby. Despite this, the hobby may also lead to acquiring useful knowledge, skills or experience of information technology. Most often the activity takes place outside working hours but can still have links to the development of professional expertise or the pursuit of studies. In many cases it takes place in the home environment. On the other hand, it is characteristically social, and the importance of friends, clubs and other communities is greatly emphasised.In common with a number of other studies relating to technical hobbies, for example Takahashi who argues tinkerers were behind the advent of the radio and television receiver, Saarikoski’s work focuses on the role these users played in shaping the technology in question. The enthusiasts encountered in this paper are important here not for their role in shaping the technology, but keeping technological heritage alive. As historian of technology Haring reminds us, “there exist alternative ways of using and relating to technology” (18). Furthermore, the sociological literature on audiences (Abercrombie and Longhurst, Ang), fans (Hills, Jenkins, Lewis, Sandvoss) and subcultures (Hall, Hebdige, Schouten and McAlexander) has also been extended in order to account for the enthusiast. In Abercrombie and Longhurst’s Audiences, the authors locate ‘the enthusiast’ and ‘the fan’ at opposing ends of a continuum of consumption defined by questions of specialisation of interest, social organisation of interest and material productivity. Fans are described as:skilled or competent in different modes of production and consumption; active in their interactions with texts and in their production of new texts; and communal in that they construct different communities based on their links to the programmes they like. (127 emphasis in original) Based on this definition, Abercrombie and Longhurst argue that fans and enthusiasts differ in three ways: (1) enthusiasts’ activities are not based around media images and stars in the way that fans’ activities are; (2) enthusiasts can be hypothesized to be relatively light media users, particularly perhaps broadcast media, though they may be heavy users of the specialist publications which are directed towards the enthusiasm itself; (3) the enthusiasm would appear to be rather more organised than the fan activity. (132) What is striking about this attempt to differentiate between the fan and the enthusiast is that it is based on supposition rather than the actual experience and observation of enthusiasm. It is here that the ethnographic account of enthusiasm presented in this paper and elsewhere, for example works by Dannefer on vintage car culture, Moorhouse on American hot-rodding and Fuller on modified-car culture in Australia, can shed light on the subject. My own ethnographic study of groups with a passion for telecommunications heritage, early British computers and industrial archaeology takes the discussion of “technology enthusiasm” further still. Through in-depth interviews, observation and textual analysis, I have examined in detail the formation of enthusiast societies and their membership, the importance of the material record to enthusiasts (particularly at home) and the enthusiastic practices of collecting and hoarding, as well as the figure of the technology enthusiast in the public space of the museum, namely the Science Museum in London (Geoghegan). In this paper, I explore the culture of enthusiasm for the industrial past through the example of the Greater London Industrial Archaeology Society (GLIAS). Focusing on industrial sites around London, GLIAS meet five or six times a year for field visits, walks and a treasure hunt. The committee maintain a website and produce a quarterly newsletter. The title of my paper, “If you can walk down the street and recognise the difference between cast iron and wrought iron, the world is altogether a better place,” comes from an interview I conducted with the co-founder and present chairman of GLIAS. He was telling me about his fascination with the materials of industrialisation. In fact, he said even concrete is sexy. Some call it a hobby; others call it a disease. But enthusiasm for industrial archaeology is, as several respondents have themselves identified, “as insidious in its side effects as any debilitating germ. It dictates your lifestyle, organises your activity and decides who your friends are” (Frow and Frow 177, Gillespie et al.). Through the figure of the industrial archaeology enthusiast, I discuss in this paper what it means to be enthusiastic. I begin by reflecting on the development of this specialist subject area. I go on to detail the formation of the Society in the late 1960s, before exploring the Society’s fieldwork methods and some of the other activities they now engage in. I raise questions of enthusiast and professional knowledge and practice, as well as consider the future of this particular enthusiasm.Defining Industrial ArchaeologyThe practice of 'industrial archaeology' is much contested. For a long time, enthusiasts and professional archaeologists have debated the meaning and use of the term (Palmer). On the one hand, there are those interested in the history, preservation, and recording of industrial sites. For example the grandfather figures of the subject, namely Kenneth Hudson and Angus Buchanan, who both published widely in the 1960s and 1970s in order to encourage publics to get involved in recording. Many members of GLIAS refer to the books of Hudson Industrial Archaeology: an Introduction and Buchanan Industrial Archaeology in Britain with their fine descriptions and photographs as integral to their early interest in the subject. On the other hand, there are those within the academic discipline of archaeology who consider the study of remains produced by the Industrial Revolution as too modern. Moreover, they find the activities of those calling themselves industrial archaeologists as lacking sufficient attention to the understanding of past human activity to justify the name. As a result, the definition of 'industrial archaeology' is problematic for both enthusiasts and professionals. Even the early advocates of professional industrial archaeology felt uneasy about the subject’s methods and practices. In 1973, Philip Riden (described by one GLIAS member as the angry young man of industrial archaeology), the then president of the Oxford University Archaeology Society, wrote a damning article in Antiquity, calling for the subject to “shed the amateur train drivers and others who are not part of archaeology” (215-216). He decried the “appallingly low standard of some of the work done under the name of ‘industrial archaeology’” (211). He felt that if enthusiasts did not attempt to maintain high technical standards, publish their work in journals or back up their fieldwork with documentary investigation or join their county archaeological societies then there was no value in the efforts of these amateurs. During this period, enthusiasts, academics, and professionals were divided. What was wrong with doing something for the pleasure it provides the participant?Although relations today between the so-called amateur (enthusiast) and professional archaeologies are less potent, some prejudice remains. Describing them as “barrow boys”, some enthusiasts suggest that what was once their much-loved pastime has been “hijacked” by professional archaeologists who, according to one respondent,are desperate to find subjects to get degrees in. So the whole thing has been hijacked by academia as it were. Traditional professional archaeologists in London at least are running head on into things that we have been doing for decades and they still don’t appreciate that this is what we do. A lot of assessments are handed out to professional archaeology teams who don’t necessarily have any knowledge of industrial archaeology. (James, GLIAS committee member)James went on to reveal that GLIAS receives numerous enquiries from professional archaeologists, developers and town planners asking what they know about particular sites across the city. Although the Society has compiled a detailed database covering some areas of London, it is by no means comprehensive. In addition, many active members often record and monitor sites in London for their own personal enjoyment. This leaves many questioning the need to publish their results for the gain of third parties. Canadian sociologist Stebbins discusses this situation in his research on “serious leisure”. He has worked extensively with amateur archaeologists in order to understand their approach to their leisure activity. He argues that amateurs are “neither dabblers who approach the activity with little commitment or seriousness, nor professionals who make a living from that activity” (55). Rather they pursue their chosen leisure activity to professional standards. A point echoed by Fine in his study of the cultures of mushrooming. But this is to get ahead of myself. How did GLIAS begin?GLIAS: The GroupThe 1960s have been described by respondents as a frantic period of “running around like headless chickens.” Enthusiasts of London’s industrial archaeology were witnessing incredible changes to the city’s industrial landscape. Individuals and groups like the Thames Basin Archaeology Observers Group were recording what they could. Dashing around London taking photos to capture London’s industrial legacy before it was lost forever. However the final straw for many, in London at least, was the proposed and subsequent demolition of the “Euston Arch”. The Doric portico at Euston Station was completed in 1838 and stood as a symbol to the glory of railway travel. Despite strong protests from amenity societies, this Victorian symbol of progress was finally pulled down by British Railways in 1962 in order to make way for what enthusiasts have called a “monstrous concrete box”.In response to these changes, GLIAS was founded in 1968 by two engineers and a locomotive driver over afternoon tea in a suburban living room in Woodford, North-East London. They held their first meeting one Sunday afternoon in December at the Science Museum in London and attracted over 130 people. Firing the imagination of potential members with an exhibition of photographs of the industrial landscape taken by Eric de Maré, GLIAS’s first meeting was a success. Bringing together like-minded people who are motivated and enthusiastic about the subject, GLIAS currently has over 600 members in the London area and beyond. This makes it the largest industrial archaeology society in the UK and perhaps Europe. Drawing some of its membership from a series of evening classes hosted by various members of the Society’s committee, GLIAS initially had a quasi-academic approach. Although some preferred the hands-on practical element and were more, as has been described by one respondent, “your free-range enthusiast”. The society has an active committee, produces a newsletter and journal, as well as runs regular events for members. However the Society is not simply about the study of London’s industrial heritage, over time the interest in industrial archaeology has developed for some members into long-term friendships. Sociability is central to organised leisure activities. It underpins and supports the performance of enthusiasm in groups and societies. For Fine, sociability does not always equal friendship, but it is the state from which people might become friends. Some GLIAS members have taken this one step further: there have even been a couple of marriages. Although not the subject of my paper, technical culture is heavily gendered. Industrial archaeology is a rare exception attracting a mixture of male and female participants, usually retired husband and wife teams.Doing Industrial Archaeology: GLIAS’s Method and PracticeIn what has been described as GLIAS’s heyday, namely the 1970s to early 1980s, fieldwork was fundamental to the Society’s activities. The Society’s approach to fieldwork during this period was much the same as the one described by champion of industrial archaeology Arthur Raistrick in 1973:photographing, measuring, describing, and so far as possible documenting buildings, engines, machinery, lines of communication, still or recently in use, providing a satisfactory record for the future before the object may become obsolete or be demolished. (13)In the early years of GLIAS and thanks to the committed efforts of two active Society members, recording parties were organised for extended lunch hours and weekends. The majority of this early fieldwork took place at the St Katherine Docks. The Docks were constructed in the 1820s by Thomas Telford. They became home to the world’s greatest concentration of portable wealth. Here GLIAS members learnt and employed practical (also professional) skills, such as measuring, triangulations and use of a “dumpy level”. For many members this was an incredibly exciting time. It was a chance to gain hands-on experience of industrial archaeology. Having been left derelict for many years, the Docks have since been redeveloped as part of the Docklands regeneration project.At this time the Society was also compiling data for what has become known to members as “The GLIAS Book”. The book was to have separate chapters on the various industrial histories of London with contributions from Society members about specific sites. Sadly the book’s editor died and the project lost impetus. Several years ago, the committee managed to digitise the data collected for the book and began to compile a database. However, the GLIAS database has been beset by problems. Firstly, there are often questions of consistency and coherence. There is a standard datasheet for recording industrial buildings – the Index Record for Industrial Sites. However, the quality of each record is different because of the experience level of the different authors. Some authors are automatically identified as good or expert record keepers. Secondly, getting access to the database in order to upload the information has proved difficult. As one of the respondents put it: “like all computer babies [the creator of the database], is finding it hard to give birth” (Sally, GLIAS member). As we have learnt enthusiasm is integral to movements such as industrial archaeology – public historian Raphael Samuel described them as the “invisible hands” of historical enquiry. Yet, it is this very enthusiasm that has the potential to jeopardise projects such as the GLIAS book. Although active in their recording practices, the GLIAS book saga reflects one of the challenges encountered by enthusiast groups and societies. In common with other researchers studying amenity societies, such as Ellis and Waterton’s work with amateur naturalists, unlike the world of work where people are paid to complete a task and are therefore meant to have a singular sense of purpose, the activities of an enthusiast group like GLIAS rely on the goodwill of their members to volunteer their time, energy and expertise. When this is lost for whatever reason, there is no requirement for any other member to take up that position. As such, levels of commitment vary between enthusiasts and can lead to the aforementioned difficulties, such as disputes between group members, the occasional miscommunication of ideas and an over-enthusiasm for some parts of the task in hand. On top of this, GLIAS and societies like it are confronted with changing health and safety policies and tightened security surrounding industrial sites. This has made the practical side of industrial archaeology increasingly difficult. As GLIAS member Bob explains:For me to go on site now I have to wear site boots and borrow a hard hat and a high visibility jacket. Now we used to do incredibly dangerous things in the seventies and nobody batted an eyelid. You know we were exploring derelict buildings, which you are virtually not allowed in now because the floor might give way. Again the world has changed a lot there. GLIAS: TodayGLIAS members continue to record sites across London. Some members are currently surveying the site chosen as the location of the Olympic Games in London in 2012 – the Lower Lea Valley. They describe their activities at this site as “rescue archaeology”. GLIAS members are working against the clock and some important structures have already been demolished. They only have time to complete a quick flash survey. Armed with the information they collated in previous years, GLIAS is currently in discussions with the developer to orchestrate a detailed recording of the site. It is important to note here that GLIAS members are less interested in campaigning for the preservation of a site or building, they appreciate that sites must change. Instead they want to ensure that large swathes of industrial London are not lost without a trace. Some members regard this as their public duty.Restricted by health and safety mandates and access disputes, GLIAS has had to adapt. The majority of practical recording sessions have given way to guided walks in the summer and public lectures in the winter. Some respondents have identified a difference between those members who call themselves “industrial archaeologists” and those who are just “ordinary members” of GLIAS. The walks are for those with a general interest, not serious members, and the talks are public lectures. Some audience researchers have used Bourdieu’s metaphor of “capital” to describe the experience, knowledge and skill required to be a fan, clubber or enthusiast. For Hills, fan status is built up through the demonstration of cultural capital: “where fans share a common interest while also competing over fan knowledge, access to the object of fandom, and status” (46). A clear membership hierarchy can be seen within GLIAS based on levels of experience, knowledge and practical skill.With a membership of over 600 and rising annually, the Society’s future is secure at present. However some of the more serious members, although retaining their membership, are pursuing their enthusiasm elsewhere: through break-away recording groups in London; active membership of other groups and societies, for example the national Association for Industrial Archaeology; as well as heading off to North Wales in the summer for practical, hands-on industrial archaeology in Snowdonia’s slate quarries – described in the Ffestiniog Railway Journal as the “annual convention of slate nutters.” ConclusionsGLIAS has changed since its foundation in the late 1960s. Its operation has been complicated by questions of health and safety, site access, an ageing membership, and the constant changes to London’s industrial archaeology. Previously rejected by professional industrial archaeology as “limited in skill and resources” (Riden), enthusiasts are now approached by professional archaeologists, developers, planners and even museums that are interested in engaging in knowledge exchange programmes. As a recent report from the British think-tank Demos has argued, enthusiasts or pro-ams – “amateurs who work to professional standards” (Leadbeater and Miller 12) – are integral to future innovation and creativity; for example computer pro-ams developed an operating system to rival Microsoft Windows. As such the specialist knowledge, skill and practice of these communities is of increasing interest to policymakers, practitioners, and business. So, the subject once described as “the ugly offspring of two parents that shouldn’t have been allowed to breed” (Hudson), the so-called “amateur” industrial archaeology offers enthusiasts and professionals alike alternative ways of knowing, seeing and being in the recent and contemporary past.Through the case study of GLIAS, I have described what it means to be enthusiastic about industrial archaeology. I have introduced a culture of collective and individual participation and friendship based on a mutual interest in and emotional attachment to industrial sites. As we have learnt in this paper, enthusiasm is about fun, pleasure and joy. The enthusiastic culture presented here advances themes such as passion in relation to less obvious communities of knowing, skilled practices, material artefacts and spaces of knowledge. Moreover, this paper has been about the affective narratives that are sometimes missing from academic accounts; overlooked for fear of sniggers at the back of a conference hall. Laughter and humour are a large part of what enthusiasm is. Enthusiastic cultures then are about the pleasure and joy experienced in doing things. Enthusiasm is clearly a potent force for active participation. I will leave the last word to GLIAS member John:One meaning of enthusiasm is as a form of possession, madness. Obsession perhaps rather than possession, which I think is entirely true. It is a pejorative term probably. The railway enthusiast. But an awful lot of energy goes into what they do and achieve. Enthusiasm to my mind is an essential ingredient. If you are not a person who can muster enthusiasm, it is very difficult, I think, to get anything out of it. On the basis of the more you put in the more you get out. 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Introduction -- Making Sense of the (Virtual) World Computer games are never "just games". Computer games are models of reality and if they were not, we would never be able to understand them. Models serve three functions; they capture important, critical features of that which is to be represented while ignoring the irrelevant, they are appropriate for the person and they are appropriate for the task -- thereby enhancing the ability to make judgements and discover relevant regularities and structures (Norman 1993). Despite the inherently unvisualisable nature of computer code -- the flexible material of which all software constructs are built -- computer code is still the most "salient" ingredient in computer games. Less salient are those assumptions that are "built into" the software. By filtering out those parts of reality that are deemed irrelevant or unnecessary, different sorts of assumptions, different sorts of bias are automatically built into the software, reified in the very computer code (Friedman 1995, Friedman and Nissenbaum 1997). Here I will analyse some of the built-in structures that constitute the fabric of a special sort of game, a MUD. A MUD is an Internet-accessible "multi-participant, user-extensible virtual reality whose user interface is entirely textual" (Curtis, 1992). The specific MUD in question is a nine-year old Swedish-language adventure MUD called SvenskMUD ("SwedishMUD") that is run by Lysator, the academic computer club at Linköping University, Sweden. I have done field studies of SvenskMUD over a period of three and a half years (Pargman, forthcoming 2000). How is the SvenskMUD adventure world structured and what are the rules that are built into the fabric of this computer game? I will describe some of the ways in which danger and death, good and evil, courage, rewards and wealth are handled in the game. I will conclude the paper with a short analysis of the purpose of configuring the player according to those structures. Revocable Deaths Characters (personae/avatars) in SvenskMUD can be divided into two categories, players and magicians. Making a career as a player to a large part involves solving quests and killing "monsters" in the game. The magicians are all ex-players who have "graduated" and gone beyond playing the game of SvenskMUD. They have become the administrators, managers and programmers of SvenskMUD. A watchful eye is kept on the magicians by "God", the creator, owner and ultimate custodian of SvenskMUD. My own first battle in the game, in a sunlit graveyard with a small mouse, is an example of a bit-sized danger suitable for newcomers, or "newbies". I correctly guessed that the mouse was a suitably weak opponent for my newborn character, but still had to "tickle" the mouse on its belly (a euphemism for hitting it without much force) 50 times before I managed to kill it. Other parts of this epic battle included 45 failed attempts of mine to "tickle" the mouse, 39 successful "tickles" of the mouse and finally a wild chase around the graveyard before I caught up with the mouse, cornered it and managed to kill it and end the fight. Although I was successful in my endeavour, I was also more than half dead after my run-in with the mouse and had to spend quite some time engaged in more peaceful occupations before I was completely healed. It was only later that I learned that you can improve your odds considerably by using weapons and armour when you fight... Should a SvenskMUD player fail in his (or less often, her) risky and adventurous career and die, that does not constitute an insurmountable problem. Should such a thing pass, the player's ghost only has to find the way back to a church in one of the villages. In the church, the player is reincarnated, albeit with some loss of game-related abilities and experience. The way the unfortunate event of an occasional death is handled is part of the meta-rules of SvenskMUD. The meta-rules are the implicit, underlying rules that represent the values, practices and concerns that shape the frame from which the "ordinary" specific rules operate. Meta-rules are part of the "world view that directs the game action and represents the implicit philosophy or ideals by which the world operates" (Fine 1983, 76). Despite the adventure setting with all its hints of medieval lawlessness and unknown dangers lurking, SvenskMUD is in fact a very caring and forgiving environment. The ultimate proof of SvenskMUD's forgiveness is the revocable character of death itself. Fair Dangers Another SvenskMUD meta-rule is that dangers (and death) should be "fair". This fairness is extended so as to warn players explicitly of dangers. Before a dangerous monster is encountered, the player receives plenty of warnings: You are standing in the dark woods. You feel a little afraid. East of you is a small dark lake in the woods. There are three visible ways from here: east, north and south. It would be foolish to direct my character to go east in this situation without being adequately prepared for encountering and taking on something dangerous in battle. Those preparations should include a readiness to flee if the expected danger proves to be superior. If, in the example above, a player willingly and knowingly directs a character to walk east, that player has to face the consequences of this action. But if another player is very cautious and has no reason to suspect a deadly danger lurking behind the corner, it is not considered "fair" if that player's character dies or is hurt in such a way that it results in damage that has far-reaching consequences within the game. The dangerous monsters that roam the SvenskMUD world are restricted to roam only "dangerous" areas and it is considered good manners to warn players in some way when they enter such an area. Part of learning how to play SvenskMUD successfully becomes a matter of understanding different cues, such as the transition from a safe area to a dangerous one, or the different levels of danger signalled by different situations. Should they not know it in advance, players quickly learn that it is not advisable to enter the "Valley of Ultimate Evil" unless they have reached a very high level in the game and are prepared to take on any dangers that come their way. As with all other meta-rules, both players and magicians internalise this rule to such an extent that it becomes unquestionable and any transgression (such as a dangerous monster roaming around in a village, killing newbie characters who happen to stray its way) would immediately render complaints from players and corresponding actions on behalf of the magicians to rectify the situation. Meta-Rules as "Folk Ideas" Fine (1983, 76-8) enumerates four meta-rules that Dundes (1971) has described and applies them to the fantasy role-playing games he has studied. Dundes's term for these meta-rules is "folk ideas" and they reflect existing North American (and Western European) cultural beliefs. Fine shows that these folk ideas capture core beliefs or central values of the fantasy role-playing games he studied. Three of Dundes's four folk ideas are also directly applicable to SvenskMUD. Unlimited Wealth The first folk idea is the principle of unlimited good. There is no end to growth or wealth. For that reason, treasure found in a dungeon doesn't need a rationale for being there. This folk idea is related to the modernist concept of constant, unlimited progress. "Some referees even 'restock' their dungeons when players have found a particular treasure so that the next time someone enters that room (and kills the dragon or other beasties guarding it) they, too, will be rewarded" (Fine 1983, 76). To restock all treasures and reawaken all killed monsters at regular intervals is standard procedure in SvenskMUD and all other adventure MUDs. The technical term is that the game "resets". The reason why a MUD resets at regular intervals is that, while the MUD itself is finite, there is no end to the number of players who want their share of treasures and other goodies. The handbook for SvenskMUD magicians contains "design guidelines" for creating quests: You have to invent a small story about your quest. The typical scenario is that someone needs help with something. It is good if you can get the story together in such a way that it is possible to explain why it can be solved several times, since the quest will be solved, once for each prospective magician. Perhaps a small spectacle a short while after (while the player is pondering the reward) that in some way restore things in such a way that it can be solved again. (Tolke 1993, my translation) Good and Evil The second folk idea is that the world is a battleground between good and evil. In fantasy literature or a role-playing game there is often no in-between and very seldom any doubt whether someone encountered is good or evil, as "referees often express the alignment [moral character] of nonplayer characters through stereotyped facial features or symbolic colours" (Fine 1983, 77). "Good and evil" certainly exists as a structuring resource for the SvenskMUD world, but interestingly the players are not able to be described discretely in these terms. As distinct from role-playing games, a SvenskMUD player is not created with different alignments (good, evil or neutral). All players are instead neutral and they acquire an alignment as they go along, playing SvenskMUD -- the game. If a player kills a lot of mice and cute rabbits, that player will turn first wicked and then evil. If a player instead kills trolls and orcs, that player first turns good and then saint-like. Despite the potential fluidity of alignment in SvenskMUD, some players cultivate an aura of being good or evil and position themselves in opposition to each other. This is most apparent with two of the guilds (associations) in SvenskMUD, the Necromancer's guild and the Light order's guild. Courage Begets Rewards The third folk idea is the importance of courage. Dangers and death operate in a "fair" way, as should treasures and rewards. The SvenskMUD world is structured both so as not to harm or kill players "needlessly", and in such a way that it conveys the message "no guts, no glory" to the players. In different places in the MUD (usually close to a church, where new players start), there are "easy" areas with bit-sized dangers and rewards for beginners. My battle with the mouse was an example of such a danger/reward. A small coin or an empty bottle that can be returned for a small finder's fee are examples of other bit-sized rewards: The third folk idea is the importance of courage. Dangers and death operate in a "fair" way, as should treasures and rewards. The SvenskMUD world is structured both so as not to harm or kill players "needlessly", and in such a way that it conveys the message "no guts, no glory" to the players. In different places in the MUD (usually close to a church, where new players start), there are "easy" areas with bit-sized dangers and rewards for beginners. My battle with the mouse was an example of such a danger/reward. A small coin or an empty bottle that can be returned for a small finder's fee are examples of other bit-sized rewards: More experienced characters gain experience points (xps) and rise in levels only by seeking out and overcoming danger and "there is a positive correlation between the danger in a setting and its payoff in treasure" (Fine 1983, 78). Just as it would be "unfair" to die without adequate warning, so would it be (perceived to be) grossly unfair to seek out and overcome dangerous monsters or situations without being adequately rewarded. And conversely, it would be perceived to be unfair if someone "stumbled over the treasure" without having deserved it, i.e. if someone was rewarded without having performed an appropriately difficult task. Taken from the information on etiquette in an adventure MUD, Reid's quote is a good example of this: It's really bad form to steal someone else's kill. Someone has been working on the Cosmicly Invulnerable Utterly Unstoppable Massively Powerful Space Demon for ages, leaves to get healed, and in the interim, some dweeb comes along and whacks the Demon and gets all it's [sic] stuff and tons of xps [experience points]. This really sucks as the other person has spent lots of time and money in expectation of the benefits from killing the monster. The graceful thing to do is to give em [sic] all the stuff from the corpse and compensation for the money spent on healing. This is still a profit to you as you got all the xps and spent practically no time killing it. (Reid 1999, 122, my emphasis) The User Illusion An important objective of the magicians in SvenskMUD is to describe everything that a player experiences in the SvenskMUD world in game-related terms. The game is regarded as a stage where the players are supposed to see only what is in front of, but not behind the scenes. A consistent use of game-related terms and game-related explanations support the suspension of disbelief and engrossment in the SvenskMUD fantasy world. The main activity of the MUD users should be to enter into the game and guide their characters through a fascinating (and, as much as possible and on its own terms, believable) fantasy world. The guiding principle is therefore that the player should never be reminded of the fact that the SvenskMUD world is not for real, that SvenskMUD is only a game or a computer program. From this perspective, the worst thing players can encounter in SvenskMUD is a breakdown of the user illusion, a situation that instantly transports a person from the SvenskMUD world and leaves that person sitting in front of a computer screen. Error messages, e.g. the feared "you have encountered a bug [in the program]", are an example of this. If a magician decides to change the SvenskMUD world, that magician is supposed to do the very best to explain the change by using game-related jargon. This is reminiscent of the advice to "work within the system": "wherever possible, things that can be done within the framework of the experiential level should be. The result will be smoother operation and greater harmony among the user community" (Morningstar and Farmer 1991, 294). If for some reason a shop has to be moved from one village to another, a satisfactory explanation must be given, e.g. a fire occurring in the old shop or the old shop being closed due to competition (perhaps from the "new", relocated shop). Explanations that involve supernatural forces or magic are also fine in a fantasy world. Explanations that remind the player of the fact that the SvenskMUD world is not for real ("I moved the shop to Eriksros, because all magicians decided that it would be so much better to have it there"), or even worse, that SvenskMUD is a computer program ("I moved the program shop.c to another catalogue in the file structure") are to be avoided at all costs. Part of socialising magicians becomes teaching them to express themselves in this way even when they know better about the machinations of SvenskMud. There are several examples of ingenious and imaginative ways to render difficult-to-explain phenomena understandable in game-related terms: There was a simple problem that appeared at times that made the computer [that SvenskMUD runs on] run a little slower, and as time went by the problem got worse. I could fix the problem easily when I saw it and I did that at times. After I had fixed the problem the game went noticeably faster for the players that were logged in. For those occasions, I made up a message and displayed it to everyone who was in the system: "Linus reaches into the nether regions and cranks a little faster". (Interview with Linus Tolke, "God" in SvenskMUD) When a monster is killed in the game, it rots away (disappears) after a while. However, originally, weapons and armour that the monster wielded did not disappear; a lucky player could find valuable objects and take them without having "deserved" them. This specific characteristic of the game was deemed to be a problem, not least because it furthered a virtual inflation in the game that tended to decrease the value of "honestly" collected weapons and loot. The problem was discussed at a meeting of the SvenskMUD magicians that I attended. It was decided that when a monster is killed and the character that killed it does not take the loot, the loot should disappear ("rot") together with the monster. But how should this be explained to the players in a suitable way if they approach a magician to complain about the change, a change that in their opinion was for the worse? At the meeting it was suggested that from now on, all weapons and shields were forged with a cheaper, weaker metal. Not only would objects of this metal "rot" away together with the monster that wielded them, but it was also suggested that all weapons in the whole game should in fact be worn down as time goes by. (Not to worry, new ones appear in all the pre-designated places every time the game resets.) Conclusion -- Configuring the Player SvenskMUD can easily be perceived as a "blooming buzzing confusion" for a new player and my own first explorations in SvenskMUD often left me confused even as I was led from one enlightenment to the next. Not everyone feels inclined to take up the challenge to make sense of a world where you have to learn everything anew, including how to walk and how to talk. On the other hand, in the game world, much is settled for the best, and a crack in a subterranean cave is always exactly big enough to squeeze through... The process of becoming part of the community of SvenskMUD players is inexorably connected to learning to become an expert in the activities of that community, i.e. of playing SvenskMUD (Wenger 1998). A player who wants to program in SvenskMUD (thereby altering the fabric of the virtual world) will acquire many of the relevant concepts before actually becoming a magician, just by playing and exploring the game of SvenskMUD. Even if the user illusion succeeds in always hiding the computer code from the player, the whole SvenskMUD world constitutes a reflection of that underlying computer code. An implicit understanding of the computer code is developed through extended use of SvenskMUD. The relationship between the SvenskMUD world and the underlying computer code is in this sense analogous to the relationship between the lived-in world and the rules of physics that govern the world. All around us children "prepare themselves" to learn the subject of physics in school by throwing balls up in the air (gravity) and by pulling carts or sledges (friction). By playing SvenskMUD, a player will become accustomed to many of the concepts that govern the SvenskMUD world and will come to understand the goals, symbols, procedures and values of SvenskMUD. This process bears many similarities to the "primary socialisation" of a child into a member of society, a socialisation that serves "to make appear as necessity what is in fact a bundle of contingencies" (Berger and Luckmann 1966, 155). This is the purpose of configuring the player and it is intimately connected to the re-growth of SvenskMUD magicians and the survival of SvenskMUD itself over time. However, it is not the only possible outcome of the SvenskMUD socialisation process. The traditional function of trials and quests in fantasy literature is to teach the hero, usually through a number of external or internal encounters with evil or doubt, to make the right, moral choices. By excelling at these tests, the protagonist shows his or her worthiness and by extension also stresses and perhaps imputes these values in the reader (Dalquist et al. 1991). Adventure MUDs could thus socialise adolescents and reinforce common moral values in society; "the fantasy hero is the perfectly socialised and exemplary subject of a society" (53, my translation). My point here is not that SvenskMUD differs from other adventure MUDs. I would imagine that most of my observations are general to adventure MUDs and that many are applicable also to other computer games. My purpose here has rather been to present a perspective on how an adventure MUD is structured, to trace the meaning of that structure beyond the game itself and to suggest a purpose behind that organisation. I encourage others to question built-in bias and underlying assumptions of computer games (and other systems) in future studies. References Berger, P., and T. Luckmann. The Social Construction of Reality: A Treatise in the Sociology of Knowledge. London: Penguin, 1966. Curtis, P. "MUDding: Social Phenomena in Text-Based Virtual Realities." High Noon on the Electronic Frontier. Ed. P. Ludlow. Cambridge, MA: MIT P, 1996. 13 Oct. 2000 <http://www.ibiblio.org/pub/academic/computer-science/virtual-reality/communications/papers/muds/muds/Mudding-Social-Phenomena.txt>. Dalquist, U., T. Lööv, and F. Miegel. "Trollkarlens lärlingar: Fantasykulturen och manlig identitetsutveckling [The Wizard's Apprentices: Fantasy Culture and Male Identity Development]." Att förstå ungdom [Understanding Youth]. Ed. A. Löfgren and M. Norell. Stockholm/Stehag: Brutus Östlings Bokförlag Symposion, 1991. Dundes, A. "Folk Ideas as Units of World View." Toward New Perspectives in Folklore. Ed. A. Paredes and R. Bauman. Austin: U of Texas P, 1971. Fine, G.A. Shared Fantasy: Role-Playing Games as Social Worlds. Chicago: U of Chicago P, 1983. Friedman, B. and H. Nissenbaum. "Bias in Computer Systems." Human Values and the Design of Computer Technology. Ed. B. Friedman. Cambridge, UK: Cambridge UP, 1997. Friedman, T. "Making Sense of Software: Computer Games and Interactive Textuality." Cybersociety: Computer-Mediated Communication and Community. Ed. S. Jones. Thousand Oaks, CA: Sage, 1995. Morningstar, C. and F. R. Farmer. "The Lessons of Lucasfilm's Habitat." Cyberspace: The First Steps. Ed. M. Benedikt. Cambridge: MA, MIT P, 1991. 13 Oct. 2000 <http://www.communities.com/company/papers/lessons.php>. Norman, D. Things That Make Us Smart: Defending Human Attributes in the Age of the Machine. Reading, MA: Addison-Wesley, 1993. Pargman, D. "Code Begets Community: On Social and Technical Aspects of Managing a Virtual Community." Ph.D. dissertation. Dept. of Communication Studies, Linköping University, Sweden, forthcoming, December 2000. Reid, E. "Hierarchy and Power: Social Control in Cyberspace." Communities in Cyberspace. Ed. M. Smith and P. Kollock. London, England: Routledge, 1999. Tolke, L. Handbok för SvenskMudmagiker: ett hjälpmedel för byggarna i SvenskMUD [Handbook for SvenskMudmagicians: An Aid for the Builders in SvenskMUD]. Printed and distributed by the author in a limited edition, 1993. Wenger, E. Communities of Practice: Learning, Meaning and Identity. Cambridge, UK: Cambridge UP, 1998. Citation reference for this article MLA style: Daniel Pargman. "The Fabric of Virtual Reality -- Courage, Rewards and Death in an Adventure MUD." M/C: A Journal of Media and Culture 3.5 (2000). [your date of access] <http://www.api-network.com/mc/0010/mud.php>. Chicago style: Daniel Pargman, "The Fabric of Virtual Reality -- Courage, Rewards and Death in an Adventure MUD," M/C: A Journal of Media and Culture 3, no. 5 (2000), <http://www.api-network.com/mc/0010/mud.php> ([your date of access]). APA style: Daniel Pargman. (2000) The Fabric of Virtual Reality -- Courage, Rewards and Death in an Adventure MUD. M/C: A Journal of Media and Culture 3(5). <http://www.api-network.com/mc/0010/mud.php> ([your date of access]).

The use of the term authenticity in the social science literature can be rather eclectic at best and unscrupulous at worst. (Vanini, 74)We live in an age of authenticity, according to Charles Taylor, an era which prizes the finding of one’s life “against the demands of external conformity” (67–68). Taylor’s argument is that, correctly practiced, authenticity need not result in individualism or tribalism but rather a generation of people “made more self-responsible” (77).Philip Vanini has surveyed the turn toward authenticity in sociology. He has parsed the word authenticity, and argued that it has been used in three ways—factual, original, and sincere. A failure to attend to these distinctives, mixed with a “paucity of systematic empirical research” has resulted in abstract speculation (75). This article responds to Taylor’s analysis and Vanini’s challenge.My argument utilises Vanini’s theoretical frame—authenticity as factual, original, and sincere—to analyse empirical data gathered in the study of recent religious innovation occurring amongst a set of (“alternative worship”) Christian communities in the United Kingdom. I am drawing upon longitudinal research I have conducted, including participant observation in digital forums from 1997 to the present, along with semi-structured interviews conducted in the United Kingdom in 2001 and 2012.A study of “alternative worship” was deemed significant given such communities’s interaction with contemporary culture, including their use of dance music, multi-media, and social media (Baker, Taylor). Such approaches contrast with other contemporary religious approaches to culture, including a fundamentalist retreat from culture or the maintenance of a “high” culture, and thus inherited patterns of religious expression (Roberts).I argue that the discourse of “alternative worship” deploy authenticity-as-originality as essential to their identity creation. This notion of authenticity is used by these communities to locate themselves culturally (as authentically-original in contemporary cultures), and thus simultaneously to define themselves as marginal from mainstream religious expression.Intriguingly, a decade later, “alternative worship” was appropriated by the mainstream. A new organisation—Fresh Expressions—emerged from within the Church of England, and the Methodist Church in Britain that, as it developed, drew on “alternative worship” for legitimation. A focus on authenticity provides a lens by which to pay particular attention to the narratives offered by social organisations in the processes of innovation. How did the discourse deployed by Fresh Expressions in creating innovation engage “alternative worship” as an existing innovation? How did these “alternative worship” groups, who had found generative energy in their location as an alternative—authentically-original—expression, respond to this appropriation by mainstream religious life?A helpful conversation partner in teasing out the complexity of these moves within contemporary religious innovation is Sarah Thornton. She researched trends in dance clubs, and rave music in Britain, during a similar time period. Thornton highlighted the value of authenticity, which she argued was deployed in club cultures to create “subcultural capital” (98-105). She further explored how the discourses around authenticity were appropriated over time through the complex networks within which popular culture flows (Bennett; Collins; Featherstone; McRobbie; Willis).This article will demonstrate that a similar pattern—using authenticity-as-originality to create “subcultural capital”—was at work in “alternative worship.” Further, the notions of authenticity as factual, original, and sincere are helpful in parsing the complex networks that exist within the domains of religious cultures. This analysis will be two-fold, first as the mainstream appropriates, and second as the “alternative” responds.Thornton emerged “post-Birmingham.” She drew on the scholarship associated with the Centre for Contemporary Cultural Studies, glad of their turn toward popular culture. Nevertheless she considered her work to be distinct. Thornton posited the construction of “taste cultures” through distinctions created by those inside a particular set of signs and symbols. She argued for a networked view of society, one that recognised the complex roles of media and commerce in constructing distinctions and sought a more multi-dimensional frame by which to analyse the interplay between mainstream and marginal.In order to structure my investigation, I am suggesting three stages of development capture the priority, yet complexity, of authenticity in contemporary religious innovation: generation, appropriation, complexification.Generation of Authenticity-as-OriginalityThornton (26, italics original) writes:authenticity is arguably the most important value ascribed to popular music … Music is perceived as authentic when it rings true or feels real, when it has credibility and comes across as genuine. In an age of endless representations and global mediation, the experience of musical authenticity is perceived as a cure both for alienation … and dissimulation.Thornton is arguing that in this manifestation of youth culture, authenticity is valued. Further, authenticity is a perception, attached to phrases like “rings true” and “feels real.” Therefore, authenticity is hard to measure. Perhaps this move is deliberate, an attempt by those inside the “taste culture” to preserve their “subcultural capital,”—their particular sets of distinctions.Thornton’s use of authentic slides between authenticity-as-sincerity and authenticity-as-originality. For example, in the above quote, the language of “true” and “real” is a referencing of authenticity-as-sincerity. However, as Thornton analysed the appropriation of club culture by the mainstream, she is drawing, without stating it clearly, on both authenticity-as-sincerity and authenticity-as-originality.At around the time that Thornton was analysing club cultures, a number of Christian religious groups in the United Kingdom began to incorporate features of club culture into their worship services. Churches began to experiment with services beginning at club times (9.00 pm), the playing of dance music, and the use of “video-jockeying.” According to Roberts many of these worshipping communities “had close links to this movement in dance culture” (15).A discourse of authenticity was used to legitimise such innovation. Consider the description of one worship experience, located in Sheffield, England, known as Nine o’Clock Service (Fox 9-10, italics original).We enter a round, darkened room where there are forty-two television sets and twelve large video screens and projections around the walls—projections of dancing DNA, dancing planets and galaxies and atoms … this was a very friendly place for a generation raised on television and images … these people … are doing it themselves and in the center of the city and in the center of their society: at worship itself.This description makes a number of appeals to authenticity. The phrase “a generation raised on television and images” implies another generation not raised in digitally rich environments. A “subcultural” distinction has been created. The phrase “doing it themselves” suggests that this ‘digital generation’ creates something distinct, an authentic expression of their “taste culture.” The celebration of “doing it for themselves” resonates with Charles Taylor’s analysis of an age of authenticity in which self-discovery is connected with artistic creation (62).The Nine o’Clock Service gained nationwide attention, attracting attendances of over 600 young people. Rogerson described it as “a bold and imaginative attempt at contextual theology … people were attracted to it in the first instance for aesthetic and cultural reasons” (51). The priority on the aesthetic and the cultural, in contrast to the doctrinal, suggests a valuing of authenticity-as-originality.Reading Rogerson alongside Taylor teases out a further nuance in regard to the application of authenticity. Rogerson described the Nine o’Clock Service as offering “an alternative way of living in a materialist and acquisitive world” (50). This resonates with Charles Taylor’s argument that authenticity can be practiced in ways that make people “more self-responsible” (77). It suggests that the authenticity-as-originality expressed by the Nine o’Clock Service not only appealed culturally, but also offered an ethic of authenticity. We will return to this later in my argument.Inspired by the Nine o’Clock Service, other groups in the United Kingdom began to offer a similar experience. According to Adrian Riley (6):The Nine O’clock Service … was the first worshipping community to combine elements of club culture with passionate worship … It pioneered what is commonly known as “alternative worship” … Similar groups were established themselves albeit on a smaller scale.The very term “alternative worship” is significant. Sociologist of religion Abby Day argued that “boundary-marking [creates] an identity” (50). Applying Day, the term “alternative” is being used to create an identity in contrast to the existing, mainstream church. The “digitally rich” are indeed “doing it for themselves.” To be “alternative” is to be authentically-original: to be authentically-original means a participant cannot, by definition, be mainstream.Thornton argued that subcultures needed to define themselves against in order to maintain themselves as “hip” (119). This seems to describe the use of the term “alternative.” Ironically, the mainstream is needed, in order to define against, to create identity by being authentically-original (Kelly).Hence the following claim by an “alternative worship” organiser (Interview G, 2001):People were willing to play around and to say, well who knows what will happen if we run this video clip or commercial next to this sixteenth century religious painting and if we play, you know, Black Flag or some weird band underneath it … And what will it feel like? Well let’s try it and see.Note the link with music (Black Flag, an American hard core punk band formed in 1976), so central to Thornton’s understanding of authenticity in popular youth cultures. Note also the similarity between Thornton’s ascribing of value in words like “rings true” and “feels real,” with words like “feel like” and “try and see.” The word “weird” is also significant. It is deployed as a signifier of authenticity, a sign of “subcultural capital.” It positions them as “alternative,” defined in (musical) distinction from the mainstream.In sum, my argument is that authenticity-as-originality is present in “alternative worship”: in the name, in the ethos of “doing it themselves,” and in the deploying of “subcultural capital” in the legitimation of innovation. All of this has been clarified through conversation with Thornton’s empirical research regarding the value of authenticity in club culture. My analysis of “alternative worship” as a religious innovation is consistent with Taylor’s claim that we inhabit an age of authenticity, one that can be practiced by “people who are made more self-responsible” (77).Mainstream AppropriationIn 2004, the Church of England produced Mission Shaped Church (MSC), a report regarding its future. It included a chapter that described recent religious innovation in England, grouped under twelve headings (alternative worship and base ecclesial communities, café, cell, network and seeker church models, multiple and mid week congregations, new forms of traditional churches, school and community-based initiatives, traditional church plants, youth congregations). The first innovation listed is “alternative worship.”The incoming Archbishop, Rowan Williams, drew on MSC to launch a new organisation. Called Fresh Expressions, over five million pounds was provided by the Church of England to fund an organisation to support this religious innovation.Intriguingly, recognition of authenticity in these “alternative” innovations was evident in the institutional discourse being created. When I interviewed Williams, he spoke of his commitment as a Bishop (Interview 6, 2012):I decided to spend a certain amount of quality time with people on the edge. Consequently when I was asked initially what are my priorities [as Archbishop] I said, “Well, this is what I’ve been watching on the edge … I really want to see how that could impact on the Church of England as a whole.In other words, what was marginal, what had until then generated identity by being authentic in contrast to the mainstream, was now being appropriated by the mainstream “to impact on the Church of England as a whole.” MSC was aware of this complexity. “Alternative worship” was described as containing “a strong desire to be different and is most vocal in its repudiation of existing church” (45). Nevertheless, it was appropriated by the mainstream.My argument has been that “alternative worship” drew on a discourse of authenticity-as-originality. Yet when we turn to analyse mainstream appropriation, we find the definitions of authenticity begin to slide. Authenticity-as-originality is affirmed, while authenticity-as-sincerity is introduced. The MSC affirmed the “ways in which the Church of England has sought to engage with the diverse cultures and networks that are part of contemporary life” (80). It made explicit the connection between originality and authenticity. “Some pioneers and leaders have yearned for a more authentic way of living, being, doing church” (80). This can be read as an affirmation of authenticity-as-originality.Yet MSC also introduced authenticity-as-sincerity as a caution to authenticity-as-originality. “Fresh expressions should not be embraced simply because they are popular and new, but because they are a sign of the work of God and of the kingdom” (80). Thus Fresh Expressions introduced authenticity-as-sincerity (sign of the work of God) and placed it alongside authenticity-as-originality. In so doing, in the shift from “alternative worship” to Fresh Expressions, a space is both conflated (twelve expressions of church) and contested (two notions of authenticity). Conflated, because MSC places alternative worship as one innovation alongside eleven others. Contested because of the introduction of authenticity-as-sincerity alongside the affirming of authenticity-as-originality. What is intriguing is to return to Taylor’s argument for the possibility of an ethic of authenticity in which “people are made more self-responsible” (77). Perhaps the response in MSC arises from the concern described by Taylor, the risk in an age of authenticity of a society that is more individualised and tribal (55-6). To put it in distinctly ecclesiological terms, how can the church as one, holy, catholic and apostolic be carried forward if authenticity-as-originality is celebrated at, and by, the margins? Does innovation contribute to more atomised, self-absorbed and fragmented expressions of church?Yet Taylor is adamant that authenticity can be embraced without an inevitable slide in these directions. He argued that humans share a "horizon of significance" in common (52), in which one’s own "identity crucially depends on [one’s] dialogical relations with others" (48). We have already considered Rogerson’s claim that the Nine o’Clock Service offered “an alternative way of living in a materialist and acquisitive world” (50). It embraced a “strong political dimension, and a concern for justice at local and international level” (46). In other words, “alternative worship’s” authenticity-as-originality was surely already an expression of “the kingdom,” one in which “people [were] made more self-responsible” (77) in the sharing of (drawing on Taylor) a "horizon of significance" in the task of identity-formation-in-relationships (52).Yet the placing in MSC of authenticity-as-sincerity alongside authenticity-as-originality could easily have been read by those in “alternative worship” as a failure to recognise their existing practicing of the ethic of authenticity, their embodying of “the kingdom.”Consequent ComplexificationMy research into “alternative worship” is longitudinal. After the launch of Fresh Expressions, I included a new set of interview questions, which sought to clarify how these “alternative worship” communities were impacted upon by the appropriation of “alternative worship” by the mainstream. The responses can be grouped into three categories: minimal impact, a sense of affirmation and a contested complexity.With regard to minimal impact, some “alternative worship” communities perceived the arrival of Fresh Expressions had minimal impact on their shared expression of faith. The following quote was representative: “Has had no impact at all actually. Apart from to be slightly puzzled” (Interview 3, 2012).Others found the advent of Fresh Expressions provided a sense of affirmation. “Fresh expressions is … an enabling concept. It was very powerful” (Focus group 2, 2012). Respondents in this category felt that their innovations within alternative worship had contributed to, or been valued by, the innovation of Fresh Expressions. Interestingly, those whose comments could be grouped in this category had significant “subcultural capital” invested in this mainstream appropriation. Specifically, they now had a vocational role that in some way was connected to Fresh Expressions. In using the term “subcultural capital” I am again drawing on Thornton (98–105), who argued that in the complex networks through which culture flows, certain people, for example DJ’s, have more influence in the ascribing of authenticity. This suggests that “subcultural” capital is also present in religious innovation, with certain individuals finding ways to influence, from the “alternative worship” margin, the narratives of authenticity used in the complex interplay between alternative worship and Fresh Expressions.For others the arrival of Fresh Expressions had resulted in a contested complexity. The following quote was representative: “It’s a crap piece of establishment branding …but then we’re just snobs” (Focus group 3, 2012). This comment returns us to my initial framing of authenticity-as-originality. I would argue that “we’re just snobs” has a similar rhetorical effect as “Black Flag or some weird band.” It is an act of marginal self-location essential in the construction of innovation and identity.This argument is strengthened given the fact that the comment was coming from a community that itself had become perhaps the most recognizable “brand” among “alternative worship.” They have developed their own logo, website, and related online merchandising. This would suggest the concern is not the practice of marketing per se. Rather the concern is that it seems “crap” in relation to authenticity-as-originality, in a loss of aesthetic quality and a blurring of the values of innovation and identity as it related to bold, imaginative, aesthetic, and cultural attempts at contextual theology (Rogerson 51).Returning to Thornton, her research was also longitudinal in that she explored what happened when a song from a club, which had defined itself against the mainstream and as “hip,” suddenly experienced mainstream success (119). What is relevant to this investigation into religious innovation is her argument that in club culture, “selling out” is perceived to have happened only when the marginal community “loses its sense of possession, exclusive ownership and familiar belonging” (124–26).I would suggest that this is what is happening within “alternative worship” in response to the arrival of Fresh Expressions. Both “alternative worship” and Fresh Expressions are religious innovations. But Fresh Expressions defined itself in a way that conflated the space. It meant that the boundary marking so essential to “alternative worship” was lost. Some gained from this. Others struggled with a loss of imaginative and cultural creativity, a softening of authenticity-as-originality.More importantly, the discourse around Fresh Expressions also introduced authenticity-as-sincerity as a value that could be used to contest authenticity-as-originality. Whether intended or not, this also challenged the ethic of authenticity already created by these “alternative worship” communities. Their authenticity-as-originality was already a practicing of an ethic of authenticity. They were already sharing a "horizon of significance" with humanity, entering into “dialogical relations with others" that were a contemporary expression of the church as one, holy, catholic and apostolic (Taylor 52, 48). ConclusionIn this article I have analysed the discourse around authenticity as it is manifest within one strand of contemporary religious innovation. Drawing on Vanini, Taylor, and Thornton, I have explored the generative possibilities as media and culture are utilised in an “alternative worship” that is authentically-original. I have outlined the consequences when authenticity-as-originality is appropriated by the mainstream, specifically in the innovation known as Fresh Expressions and the complexity when authenticity-as-sincerity is introduced as a contested value.The value of authenticity has been found to exist in a complex relationship with the ethics of authenticity within one domain of contemporary religious innovation.ReferencesBaker, Jonny. “Alternative Worship and the Significance of Popular Culture.” Honours paper: U of London, 2000.Bennett, Andy. Popular Music and Youth Culture: Music, Identity, and Place. New York: Palgrave, 2000.Cronshaw, Darren, and Steve Taylor. “The Congregation in a Pluralist Society: Rereading Newbigin for Missional Churches Today.” Pacifica: Australasian Theological Studies 27.2 (2014): 1-24.Day, Abby. Believing in Belonging. Belief and Social Identity in the Modern World. Oxford: Oxford UP, 2011.Collins, Jim, ed. High-Pop. Making Culture into Popular Entertainment. Oxford: Blackwells, 2002.Cray, Graham. Mission-Shaped Church: Church Planting and Fresh Expressions of Church in a Changing Culture, London: Church House Publishing, 2004.Featherstone, Mike. Consumer Culture and Postmodernism. London: Sage, 1991.Fox, Matthew. Confessions: The Making of a Post-Denominational Priest. San Francisco: Harper San Francisco, 1996.Guest, Matthew, and Steve Taylor. “The Post-Evangelical Emerging Church: Innovations in New Zealand and the UK.” International Journal for the Study of the Christian Church 6.1 (2006): 49-64.Howard, Roland. The Rise and Fall of the Nine o’Clock Service. London: Continuum, 1996.Kelly, Gerard. Get a Grip on the Future without Losing Your Hold in the Past. Great Britain: Monarch, 1999.Kelly, Steven. “Book Review. Alt.Culture by Steven Daly and Nathaniel Wice.” 20 Aug. 2003. ‹http://www.richmondreview.co.uk/books/cult.html›.McRobbie, Angela. Postmodernism and Popular Culture. London: Routledge, 1994.Riley, Adrian. God in the House: UK Club Culture and Spirituality. 1999. 15 Oct. 2003 ‹http://www.btmc.org.auk/altworship/house/›.Roberts, Paul. Alternative Worship in the Church of England. Cambridge: Grove Books, 1999.Rogerson, J. W. “‘The Lord Is here’: The Nine o’Clock Service.” Why Liberal Churches Are Growing. Eds. Ian Markham and Martyn Percy. London: Bloomsbury T & T, 2006. 45-52.Taylor, Charles. The Ethics of Authenticity. Cambridge: Harvard UP, 1992.Taylor, Steve. “Baptist Worship and Contemporary Culture: A New Zealand Case Study.” Interfaces: Baptists and Others. Eds. David Bebbington and Martin Sutherland. Carlisle: Paternoster, 2013. 292-307.Thornton, Sarah. Club Cultures. Music, Media and Subcultural Capital. Hanover: UP New England, 1996.Vanini, Philip. “Authenticity.” Encyclopedia of Consumer Culture. Ed. Dale Southerton. Los Angeles: Sage, 2011. 74-76.Willis, Paul E., et al. Common Culture. Symbolic Work at Play in the Everyday Cultures of the Young. Milton Keynes: Open UP, 1990.

Cultural sociologists (Bourdieu; DiMaggio, “Cultural Capital”, “Classification”; Gans; Lamont & Foumier; Halle; Erickson) wrote about high culture and popular culture in an attempt to explain the growing social and economic inequalities, to find consensus on culture hierarchies, and to analyze cultural complexities. Halle states that this categorisation of culture into “high culture” and “popular culture” underlined most of the debate on culture in the last fifty years. Gans contends that both high culture and popular culture are stereotypes, public forms of culture or taste cultures, each sharing “common aesthetic values and standards of tastes” (8). However, this article is not concerned with these categorisations, or macro analysis. Rather, it is a reflection piece that inquires if opera, which is usually considered high culture, has become more equal to popular culture, and why some directors change the time and place of opera plots, whereas others will stay true to the original setting of the story. I do not consider these productions “adaptations,” but “post-modern morphologies,” and I will refer to this later in the paper. In other words, the paper is seeking to explain a social phenomenon and explore the underlying motives by quoting interviews with directors. The word ‘opera’ is defined in Elson’s Music Dictionary as: “a form of musical composition evolved shortly before 1600, by some enthusiastic Florentine amateurs who sought to bring back the Greek plays to the modern stage” (189). Hence, it was an experimentation to revive Greek music and drama believed to be the ideal way to express emotions (Grout 186). It is difficult to pinpoint the exact moment when stage directors started changing the time and place of the original settings of operas. The practice became more common after World War II, and Peter Brook’s Covent Garden productions of Boris Godunov (1948) and Salome (1949) are considered the prototypes of this practice (Sutcliffe 19-20). Richard Wagner’s grandsons, the brothers Wieland and Wolfgang Wagner are cited in the music literature as using technology and modern innovations in staging and design beginning in the early 1950s. Brief Background into the History of Opera Grout contends that opera began as an attempt to heighten the dramatic expression of language by intensifying the natural accents of speech through melody supported by simple harmony. In the late 1590s, the Italian composer Jacopo Peri wrote what is considered to be the first opera, but most of it has been lost. The first surviving complete opera is Euridice, a version of the Orpheus myth that Peri and Giulio Caccini jointly set to music in 1600. The first composer to understand the possibilities inherent in this new musical form was Claudio Monteverdi, who in 1607 wrote Orfeo. Although it was based on the same story as Euridice, it was expanded to a full five acts. Early opera was meant for small, private audiences, usually at court; hence it began as an elitist genre. After thirty years of being private, in 1637, opera went public with the opening of the first public opera house, Teatro di San Cassiano, in Venice, and the genre quickly became popular. Indeed, Monteverdi wrote his last two operas, Il ritorno d’Ulisse in patria and L’incoronazione di Poppea for the Venetian public, thereby leading the transition from the Italian courts to the ‘public’. Both operas are still performed today. Poppea was the first opera to be based on a historical rather than a mythological or allegorical subject. Sutcliffe argues that opera became popular because it was a new mixture of means: new words, new music, new methods of performance. He states, “operatic fashion through history may be a desire for novelty, new formulas displacing old” (65). By the end of the 17th century, Venice alone had ten opera houses that had produced more than 350 operas. Wealthy families purchased season boxes, but inexpensive tickets made the genre available to persons of lesser means. The genre spread quickly, and various styles of opera developed. In Naples, for example, music rather than the libretto dominated opera. The genre spread to Germany and France, each developing the genre to suit the demands of its audiences. For example, ballet became an essential component of French opera. Eventually, “opera became the profligate art as large casts and lavish settings made it the most expensive public entertainment. It was the only art that without embarrassment called itself ‘grand’” (Boorstin 467). Contemporary Opera Productions Opera continues to be popular. According to a 2002 report released by the National Endowment for the Arts, 6.6 million adults attended at least one live opera performance in 2002, and 37.6 million experienced opera on television, video, radio, audio recording or via the Internet. Some think that it is a dying art form, while others think to the contrary, that it is a living art form because of its complexity and “ability to probe deeper into the human experience than any other art form” (Berger 3). Some directors change the setting of operas with perhaps the most famous contemporary proponent of this approach being Peter Sellars, who made drastic changes to three of Mozart’s most famous operas. Le Nozze di Figaro, originally set in 18th-century Seville, was set by Sellars in a luxury apartment in the Trump Tower in New York City; Sellars set Don Giovanni in contemporary Spanish Harlem rather than 17th century Seville; and for Cosi Fan Tutte, Sellars chose a diner on Cape Cod rather than 18th century Naples. As one of the more than six million Americans who attend live opera each year, I have experienced several updated productions, which made me reflect on the convergence or cross-over between high culture and popular culture. In 2000, I attended a production of Don Giovanni at the Estates Theatre in Prague, the very theatre where Mozart conducted the world premiere in 1787. In this production, Don Giovanni was a fashion designer known as “Don G” and drove a BMW. During the 1999-2000 season, Los Angeles Opera engaged film director Bruce Beresford to direct Verdi’s Rigoletto. Beresford updated the original setting of 16th century Mantua to 20th century Hollywood. The lead tenor, rather than being the Duke of Mantua, was a Hollywood agent known as “Duke Mantua.” In the first act, just before Marullo announces to the Duke’s guests that the jester Rigoletto has taken a mistress, he gets the news via his cell phone. Director Ian Judge set the 2004 production of Le Nozze di Figaro in the 1950s. In one of the opening productions of the 2006-07 LA opera season, Vincent Patterson also chose the 1950s for Massenet’s Manon rather than France in the 1720s. This allowed the title character to appear in the fourth act dressed as Marilyn Monroe. Excerpts from the dress rehearsal can be seen on YouTube. Most recently, I attended a production of Ariane et Barbe-Bleu at the Paris Opera. The original setting of the Maeterlinck play is in Duke Bluebeard’s castle, but the time period is unclear. However, it is doubtful that the 1907 opera based on an 1899 play was meant to be set in what appeared to be a mental institution equipped with surveillance cameras whose screens were visible to the audience. The critical and audience consensus seemed to be that the opera was a musical success but a failure as a production. James Shore summed up the audience reaction: “the production team was vociferously booed and jeered by much of the house, and the enthusiastic applause that had greeted the singers and conductor, immediately went nearly silent when they came on stage”. It seems to me that a new class-related taste has emerged; the opera genre has shot out a subdivision which I shall call “post-modern morphologies,” that may appeal to a larger pool of people. Hence, class, age, gender, and race are becoming more important factors in conceptualising opera productions today than in the past. I do not consider these productions as new adaptations because the libretto and the music are originals. What changes is the fact that both text and sound are taken to a higher dimension by adding iconographic images that stimulate people’s brains. When asked in an interview why he often changes the setting of an opera, Ian Judge commented, “I try to find the best world for the story and characters to operate in, and I think you have to find a balance between the period the author set it in, the period he conceived it in and the nature of theatre and audiences at that time, and the world we live in.” Hence, the world today is complex, interconnected, borderless and timeless because of advanced technologies, and updated opera productions play with symbols that offer multiple meanings that reflect the world we live in. It may be that television and film have influenced opera production. Character tenor Graham Clark recently observed in an interview, “Now the situation has changed enormously. Television and film have made a lot of things totally accessible which they were not before and in an entirely different perception.” Director Ian Judge believes that television and film have affected audience expectations in opera. “I think audiences who are brought up on television, which is bad acting, and movies, which is not that good acting, perhaps require more of opera than stand and deliver, and I have never really been happy with someone who just stands and sings.” Sociologist Wendy Griswold states that culture reflects social reality and the meaning of a particular cultural object (such as opera), originates “in the social structures and social patterns it reflects” (22). Screens of various technologies are embedded in our lives and normalised as extensions of our bodies. In those opera productions in which directors change the time and place of opera plots, use technology, and are less concerned with what the composer or librettist intended (which we can only guess), the iconographic images create multi valances, textuality similar to Mikhail Bakhtin’s notion of multiplicity of voices. Hence, a plurality of meanings. Plàcido Domingo, the Eli and Edyth Broad General Director of Los Angeles Opera, seeks to take advantage of the company’s proximity to the film industry. This is evidenced by his having engaged Bruce Beresford to direct Rigoletto and William Friedkin to direct Ariadne auf Naxos, Duke Bluebeard’s Castle and Gianni Schicchi. Perhaps the most daring example of Domingo’s approach was convincing Garry Marshall, creator of the television sitcom Happy Days and who directed the films Pretty Woman and The Princess Diaries, to direct Jacques Offenbach’s The Grand Duchess of Gerolstein to open the company’s 20th anniversary season. When asked how Domingo convinced him to direct an opera for the first time, Marshall responded, “he was insistent that one, people think that opera is pretty elitist, and he knew without insulting me that I was not one of the elitists; two, he said that you gotta make a funny opera; we need more comedy in the operetta and opera world.” Marshall rewrote most of the dialogue and performed it in English, but left the “songs” untouched and in the original French. He also developed numerous sight gags and added characters including a dog named Morrie and the composer Jacques Offenbach himself. Did it work? Christie Grimstad wrote, “if you want an evening filled with witty music, kaleidoscopic colors and hilariously good singing, seek out The Grand Duchess. You will not be disappointed.” The FanFaire Website commented on Domingo’s approach of using television and film directors to direct opera: You’ve got to hand it to Plàcido Domingo for having the vision to draw on Hollywood’s vast pool of directorial talent. Certainly something can be gained from the cross-fertilization that could ensue from this sort of interaction between opera and the movies, two forms of entertainment (elitist and perennially struggling for funds vs. popular and, it seems, eternally rich) that in Los Angeles have traditionally lived separate lives on opposite sides of the tracks. A wider audience, for example, never a problem for the movies, can only mean good news for the future of opera. So, did the Marshall Plan work? Purists of course will always want their operas and operettas ‘pure and unadulterated’. But with an audience that seemed to have as much fun as the stellar cast on stage, it sure did. Critic Alan Rich disagrees, calling Marshall “a representative from an alien industry taking on an artistic product, not to create something innovative and interesting, but merely to insult.” Nevertheless, the combination of Hollywood and opera seems to work. The Los Angeles Opera reported that the 2005-2006 season was its best ever: “ticket revenues from the season, which ended in June, exceeded projected figures by nearly US$900,000. Seasonal attendance at the Dorothy Chandler Pavilion stood at more than 86% of the house’s capacity, the largest percentage in the opera’s history.” Domingo continues with the Hollywood connection in the upcoming 2008-2009 season. He has reengaged William Friedkin to direct two of Puccini’s three operas titled collectively as Il Trittico. Friedkin will direct the two tragedies, Il Tabarro and Suor Angelica. Although Friedkin has already directed a production of the third opera in Il Trittico for Los Angeles, the comedy Gianni Schicchi, Domingo convinced Woody Allen to make his operatic directorial debut with this work. This can be viewed as another example of the desire to make opera and popular culture more equal. However, some, like Alan Rich, may see this attempt as merely insulting rather than interesting and innovative. With a top ticket price in Los Angeles of US$238 per seat, opera seems to continue to be elitist. Berger (2005) concurs with this idea and gives his rationale for elitism: there are rich people who support and attend the opera; it is an imported art from Europe that causes some marginalisation; opera is not associated with something being ‘moral,’ a concept engrained in American culture; it is expensive to produce and usually funded by kings, corporations, rich people; and the opera singers are rare –usually one in a million who will have the vocal quality to sing opera arias. Furthermore, Nicholas Kenyon commented in the early 1990s: “there is suspicion that audiences are now paying more and more money for their seats to see more and more money spent on stage” (Kenyon 3). Still, Garry Marshall commented that the budget for The Grand Duchess was US$2 million, while his budget for Runaway Bride was US$72 million. Kenyon warns, “Such popularity for opera may be illusory. The enjoyment of one striking aria does not guarantee the survival of an art form long regarded as over-elitist, over-recondite, and over-priced” (Kenyon 3). A recent development is the Metropolitan Opera’s decision to simulcast live opera performances from the Met stage to various cinemas around the world. These HD transmissions began with the 2006-2007 season when six performances were broadcast. In the 2007-2008 season, the schedule has expanded to eight live Saturday matinee broadcasts plus eight recorded encores broadcast the following day. According to The Los Angeles Times, “the Met’s experiment of merging film with live performance has created a new art form” (Aslup). Whether or not this is a “new art form,” it certainly makes world-class live opera available to countless persons who cannot travel to New York and pay the price for tickets, when they are available. In the US alone, more than 350 cinemas screen these live HD broadcasts from the Met. Top ticket price for these performances at the Met is US$375, while the lowest price is US$27 for seats with only a partial view. Top price for the HD transmissions in participating cinemas is US$22. This experiment with live simulcasts makes opera more affordable and may increase its popularity; combined with updated stagings, opera can engage a much larger audience and hope for even a mass consumption. Is opera moving closer and closer to popular culture? There still seems to be an aura of elitism and snobbery about opera. However, Plàcido Domingo’s attempt to join opera with Hollywood is meant to break the barriers between high and popular culture. The practice of updating opera settings is not confined to Los Angeles. As mentioned earlier, the idea can be traced to post World War II England, and is quite common in Europe. Examples include Erich Wonder’s approach to Wagner’s Ring, making Valhalla, the mythological home of the gods and typically a mountaintop, into the spaceship Valhalla, as well as my own experience with Don Giovanni in Prague and Ariane et Barbe-Bleu in Paris. Indeed, Sutcliffe maintains, “Great classics in all branches of the arts are repeatedly being repackaged for a consumerist world that is increasingly and neurotically self-obsessed” (61). Although new operas are being written and performed, most contemporary performances are of operas by Verdi, Mozart, and Puccini (www.operabase.com). This means that audiences see the same works repeated many times, but in different interpretations. Perhaps this is why Sutcliffe contends, “since the 1970s it is the actual productions that have had the novelty value grabbed by the headlines. Singing no longer predominates” (Sutcliffe 57). If then, as Sutcliffe argues, “operatic fashion through history may be a desire for novelty, new formulas displacing old” (Sutcliffe 65), then the contemporary practice of changing the original settings is simply the latest “new formula” that is replacing the old ones. If there are no new words or new music, then what remains are new methods of performance, hence the practice of changing time and place. Opera is a complex art form that has evolved over the past 400 years and continues to evolve, but will it survive? The underlining motives for directors changing the time and place of opera performances are at least three: for aesthetic/artistic purposes, financial purposes, and to reach an audience from many cultures, who speak different languages, and who have varied tastes. These three reasons are interrelated. In 1996, Sutcliffe wrote that there has been one constant in all the arguments about opera productions during the preceding two decades: “the producer’s wish to relate the works being staged to contemporary circumstances and passions.” Although that sounds like a purely aesthetic reason, making opera relevant to new, multicultural audiences and thereby increasing the bottom line seems very much a part of that aesthetic. It is as true today as it was when Sutcliffe made the observation twelve years ago (60-61). My own speculation is that opera needs to attract various audiences, and it can only do so by appealing to popular culture and engaging new forms of media and technology. Erickson concludes that the number of upper status people who are exclusively faithful to fine arts is declining; high status people consume a variety of culture while the lower status people are limited to what they like. Research in North America, Europe, and Australia, states Erickson, attest to these trends. My answer to the question can stage directors make opera and popular culture “equal” is yes, and they can do it successfully. Perhaps Stanley Sharpless summed it up best: After his Eden triumph, When the Devil played his ace, He wondered what he could do next To irk the human race, So he invented Opera, With many a fiendish grin, To mystify the lowbrows, And take the highbrows in. References The Grand Duchess. 2005. 3 Feb. 2008 < http://www.ffaire.com/Duchess/index.htm >.Aslup, Glenn. “Puccini’s La Boheme: A Live HD Broadcast from the Met.” Central City Blog Opera 7 Apr. 2008. 24 Apr. 2008 < http://www.centralcityopera.org/blog/2008/04/07/puccini%E2%80%99s- la-boheme-a-live-hd-broadcast-from-the-met/ >.Berger, William. Puccini without Excuses. New York: Vintage, 2005.Boorstin, Daniel. The Creators: A History of Heroes of the Imagination. New York: Random House, 1992.Bourdieu, Pierre. Distinction: A Social Critique of the Judgment of Taste. Cambridge: Harvard UP, 1984.Clark, Graham. “Interview with Graham Clark.” The KCSN Opera House, 88.5 FM. 11 Aug. 2006.DiMaggio, Paul. “Cultural Capital and School Success.” American Sociological Review 47 (1982): 189-201.DiMaggio, Paul. “Classification in Art.”_ American Sociological Review_ 52 (1987): 440-55.Elson, C. Louis. “Opera.” Elson’s Music Dictionary. Boston: Oliver Ditson, 1905.Erickson, H. Bonnie. “The Crisis in Culture and Inequality.” In W. Ivey and S. J. Tepper, eds. Engaging Art: The Next Great Transformation of America’s Cultural Life. New York: Routledge, 2007.Fanfaire.com. “At Its 20th Anniversary Celebration, the Los Angeles Opera Had a Ball with The Grand Duchess.” 24 Apr. 2008 < http://www.fanfaire.com/Duchess/index.htm >.Gans, J. Herbert. Popular Culture and High Culture: An Analysis and Evaluation of Taste. New York: Basic Books, 1977.Grimstad, Christie. Concerto Net.com. 2005. 12 Jan. 2008 < http://www.concertonet.com/scripts/review.php?ID_review=3091 >.Grisworld, Wendy. Cultures and Societies in a Changing World. Thousand Oaks, CA: Pine Forge Press, 1994.Grout, D. Jay. A History of Western Music. Shorter ed. New York: W.W. Norton & Company, Inc, 1964.Halle, David. “High and Low Culture.” The Blackwell Encyclopedia of Sociology. London: Blackwell, 2006.Judge, Ian. “Interview with Ian Judge.” The KCSN Opera House, 88.5 FM. 22 Mar. 2006.Harper, Douglas. Online Etymology Dictionary. 2001. 19 Nov. 2006 < http://www.etymonline.com/index.php?search=opera&searchmode=none >.Kenyon, Nicholas. “Introduction.” In A. Holden, N. Kenyon and S. Walsh, eds. The Viking Opera Guide. New York: Penguin, 1993.Lamont, Michele, and Marcel Fournier. Cultivating Differences: Symbolic Boundaries and the Making of Inequality. Chicago: U of Chicago P, 1992.Lord, M.G. “Shlemiel! Shlemozzle! And Cue the Soprano.” The New York Times 4 Sep. 2005.Los Angeles Opera. “LA Opera General Director Placido Domingo Announces Results of Record-Breaking 20th Anniversary Season.” News release. 2006.Marshall, Garry. “Interview with Garry Marshall.” The KCSN Opera House, 88.5 FM. 31 Aug. 2005.National Endowment for the Arts. 2002 Survey of Public Participation in the Arts. Research Division Report #45. 5 Feb. 2008 < http://www.nea.gov/pub/NEASurvey2004.pdf >.NCM Fanthom. “The Metropolitan Opera HD Live.” 2 Feb. 2008 < http://fathomevents.com/details.aspx?seriesid=622&gclid= CLa59NGuspECFQU6awodjiOafA >.Opera Today. James Sobre: Ariane et Barbe-Bleue and Capriccio in Paris – Name This Stage Piece If You Can. 5 Feb. 2008 < http://www.operatoday.com/content/2007/09/ariane_et_barbe_1.php >.Rich, Alan. “High Notes, and Low.” LA Weekly 15 Sep. 2005. 6 May 2008 < http://www.laweekly.com/stage/a-lot-of-night-music/high-notes-and-low/8160/ >.Sharpless, Stanley. “A Song against Opera.” In E. O. Parrott, ed. How to Be Tremendously Tuned in to Opera. New York: Penguin, 1990.Shore, James. Opera Today. 2007. 4 Feb. 2008 < http://www.operatoday.com/content/2007/09/ariane_et_barbe_1.php >.Sutcliffe, Tom. Believing in Opera. Princeton, New Jersey: Princeton UP, 1996.YouTube. “Manon Sex and the Opera.” 24 Apr. 2008 < http://www.youtube.com/watch?v=YiBQhr2Sy0k >.

This story not for myself … all over Australia story.No matter Aborigine, White-European, secret before,Didn’t like im before White-European…This time White-European must come to Aborigine,Listen Aborigine and understand it.Understand that culture, secret, what dreaming.— Senior Lawman Neidjie, Story about Feeling (78)IntroductionIn Senior Lawman Neidjie’s beautiful little book, with big knowledge, Story about Feeling (1989), he shares with us, his readers, the importance of feeling our connectedness with the land around us. We have heard his words and this is our effort to articulate our respect and responsibility in return. We are a small group of undergraduate students and a lecturer at the University of Newcastle (a mixed “mob” with non-Aboriginal and Aboriginal heritages) participating in an English course designed around listening to the knowledge stories of Country, in the context of Country as the energy and agency of the lands around us and not just a physical setting, as shared by those who know it best. We are a diverse group of people. We have different, individual, purposes for taking this course, but with a common willingness to listen which has been strengthened through our exposure to Aboriginal literature. This paper is the result of our lived experience of practice-led research. We have written this paper as a collective group and therefore we use “we” to represent and encompass our distinct voices in this shared learning journey. We write this paper within the walls, physically and psychologically, of western academia, built on the lands of the Darkinjung peoples. Our hope is to rethink the limits of epistemic boundaries in western discourses of education; to engage with Aboriginal ways of knowing predominantly through the pedagogical and personal act of listening. We aspire to reimagine our understanding of, and complicity with, public memory while simultaneously shifting our engagement with the land on which we stand, learn, and live. We ask ourselves: can we re-imagine the institutionalised space of our classroom through a dialogic pedagogy? To attempt to do this we have employed intersubjective dialogues, where our role is mostly that of listeners (readers) of stories of Country shared by Aboriginal voices and knowledges such as Neidjie’s. This paper is an articulation of our learning journey to re-imagine the tertiary classroom, re-imagine the relationship between Aboriginal and non-Aboriginal Australian knowledges, perspectives and peoples, re-imagine our collective consciousness on Aboriginal lands and, ultimately, to re-imagine ourselves. Re-imagining the Tertiary English Literature Classroom Our intersubjective dialogues have been built around listening to the stories (reading a book) from Aboriginal Elders who share the surface knowledge of stories from their Countries. These have been the voices of Neidjie, Max Dulumunmun Harrison in My People’s Dreaming (2013), and Laklak Burarrwanga et al. in Welcome to My Country (2013). Using a talking circle format, a traditional method of communication based upon equality and respect, within the confines of the four-walled institute of Western education, our learning journey moved through linear time, meeting once a week for two hours for 13 weeks. Throughout this time we employed Joshua Guilar’s notion of an intersubjective dialogue in the classroom to re-imagine our tertiary journey. Guilar emphasises the actions of “listening and respect, direction, character building and authority” (para 1). He argues that a dialogic classroom builds an educative community that engages both learners and teachers “where all parties are open to learning” (para 3). To re-imagine the tertiary classroom via talking circles, the lecturer drew from dialogic instruction which privileges content as:the major emphasis of the instructional conversation. Dialogic instruction includes a sharing of power. The actions of a dialogic instructor can be understood on a continuum with an autocratic instructional style at one end and an overly permissive style on the other. In the middle of the continuum are dialogic-enabling behaviors, which make possible a radical pedagogy. (para 1) Re-imaging the lecturer’s facilitating role has not been without its drawbacks and issues. In particular, she had to examine her own subjectivity and role as teacher while also adhering to the expectations of her job as an academic employee in the University. Assessing students, their developing awareness of Aboriginal ways of knowing, was not without worry. Advocating a paradigm shift from dominant ways of teaching and learning, while also adhering to expected tertiary discourses and procedures (such as developing marking rubrics and providing expectations regarding the format of an essay, referencing information, word limits, writing in standard Australian English and being assessed according to marks out of 100 that are categorised as Fails, Passes, Credits, Distinctions, or High Distinctions) required constant self-reflexivity and attempts at pedagogical transparency, for instance, the rubrics for assessing assignments were designed around the course objectives and then shared with the students to gauge understanding of, and support for, the criteria. Ultimately it was acknowledged that the lecturer’s position within the hierarchy of western learning carried with it an imbalance of power, that is, as much as she desired to create a shared and equal learning space, she decided and awarded final grades. In an effort to continually and consciously work through this, the work of Gayatri Spivak on self-reflexivity was employed: she, the lecturer, has “attempted to foreground the precariousness of [her] position throughout” although she knows “such gestures can never suffice” (271). Spivak’s work on the tendency of dominant discourses and institutions to ignore or deny the validity of non-western knowledges continues to be influential. We acknowledge the limits of our ability to engage in such a radical dialogical pedagogy: there are limits to the creativity and innovativeness that can be produced within a dominant Eurocentric academic framework. Sharing knowledge and stories cannot be a one-way process; all parties have to willingly engage in order to create meaningful exchange. This then, requires that the classroom, and this paper, reflect a space of heterogeneous voices (or “ears” required for listening) that are self-sufficiently open to hearing the stories of knowledge from the traditional custodians. Listening becomes a mode of thought where we are also aware of the impediments in our ability to hear: to hear across cultures, across histories, across generations, and across time and space. The intersubjective dialogues taking place, between us and the stories and also between each other in the classroom, allow us to deepen our understanding of the literature of Country by listening to each other’s voices. Even if they offer different opinions from our own they still contribute to our broader conception of what Country is and can mean to people. By extension, this causes us to re-evaluate the lands upon which we stand, entering a dialogue with place to reinterpret/negotiate our position within the “story” of Country. This learning and listening was re-emphasised with the words of Miriam-Rose Ungunmerr-Baumann’s explanation of “Dadirri”: an inner, deep, contemplative listening and awareness (para 4). To be able to hear these stories has required a radical shift in the way we are listening. To create a space for an intersubjective dialogue to occur between the knowledge stories of Aboriginal peoples who know their Country, and us as individual and distinct listeners, Marcia Langton’s third category of an intersubjective dialogue was used. This type of dialogue involves an exchange between Aboriginal and non-Aboriginal Australians where both are positioned as subjects rather than, as historically has been the case, non-Aboriginal peoples speaking about Aboriginality positioned as “object” and “other” (81). Langton states that: ‘Aboriginality’ arises from the subjective experience of both Aboriginal people and non-Aboriginal people who engage in any intercultural dialogue, whether in actual lived experience or through a mediated experience such as a white person watching a program about Aboriginal people on television or reading a book. Moreover, the creation of ‘Aboriginality’ is not a fixed thing. It is created from out histories. It arises from the intersubjectivity of black and white in dialogue. (31)Langton states that historically the ways Aboriginality has been represented by the ethnographic gaze has meant that “Aboriginality” and what it means is a result of colonisation: Aboriginal peoples did not refer to themselves or think of themselves in such ways before colonisation. Therefore, we respectfully tried to listen to the knowledge stories shared by Aboriginal people through Aboriginal ways of knowing Country. Listening to Stories of Country We use the word “stories” to represent the knowledge of a place that traditional custodians of their land know and willingly share through the public publication of literature. Stories, in our understanding, are not “made-up” fictional narratives but knowledge documents of and from specific places that are physically manifested in the land while embodying metaphysical meaning as well. Stories are connected to the land and therefore they are connected to its people. We use the phrase “surface (public) knowledge” to distinguish between knowledges that anyone can hear and have access to in comparison with more private, deeper layered, secret/sacred knowledge that is not within our rights to possess or even within our ability to understand. We are, however, cognisant that this knowledge is there and respect those who know it. Finally, we employ the word Country, which, as noted above means the energy and agency of the lands around us. As Burarrwanga et al. share:Country has many layers of meaning. It incorporates people, animals, plants, water and land. But Country is more than just people and things, it is also what connects them to each other and to multiple spiritual and symbolic realms. It relates to laws, customs, movement, song, knowledges, relationships, histories, presents, future and spirits. Country can be talked to, it can be known, it can itself communicate, feel and take action. Country for us is alive with story, Law, power and kinship relations that join not only people to each other but link people, ancestors, place, animals, rocks, plants, stories and songs within land and sea. So you see, knowledge about Country is important because it’s about how and where you fit in the world and how you connect to others and to place. (129) Many colonists denied, and many people continue to deny today, the complexity of Aboriginal cultures and ways of knowing: “native traditions” are recorded according to Western epistemology and perceptions. Roslyn Carnes has argued that colonisation has created a situation in Australia, “where Aboriginal voices are white noise to the ears of many non-Indigenous people. […] white privilege and the resulting white noise can be minimised and greater clarity given to Aboriginal voices by privileging Indigenous knowledge and ways of working when addressing Indigenous issues. To minimise the interference of white noise, non-Indigenous people would do well to adopt a position that recognises, acknowledges and utilises some of the strengths that can be learned from Aboriginal culture and Indigenous authors” (2). To negotiate through this “white noise”, to hear the stories of Country beneath it and attempt to decolonise both our minds and the institutional discourses we work and study in (Langton calls for an undermining of the “colonial hegemony” [8]) and we have had to acknowledge and position our subjectivity as Aboriginal and non-Aboriginal peoples and try to situate ourselves as “allied listeners” (Carnes 184). Through allied listening in intersubjective dialogues, we are re-learning (re-imagining) history, reviewing dominant ideas about the world and ways of existing in it and re-situating our own positions of Aboriginality and non-Aboriginality. Rereading the Signs Welcome to My Country by Burarrwanga et al. emphasises that knowledge is embedded in Country, in everything on, in, above, and moving through country. While every rock, tree, waterhole, hill, and animal has a story (stories), so do the winds, clouds, tides, and stars. These stories are layered, they overlap, they interconnect and they remain. A physical representation such as a tree or rock, is a manifestation of a metaphysical moment, event, ancestor. The book encourages us (the readers) to listen to the knowledge that is willingly being shared, thus initiating a layer of intersubjectivity between Yolngu ways of knowing and the intended reader; the book itself is a result of an intersubjective relationship between Aboriginal and non-Aboriginal women and embedded in both of these intersubjective layers is the relationship between us and this land. The book itself offers a way of engaging with the physical environment that combines western processes (standard Australian written English for instance) with Aboriginal ways of knowing, in this instance, Yolngu ways. It is an immediate way of placing oneself in time and space, for instance it was August when we first read the book so it was the dry season and time for hunting. Reading the environment in such a way means that we need to be aware of what is happening around us, allowing us to see the “rules” of a place and “feel” it (Neidjie). We now attempt to listen more closely to our own environments, extending our understanding of place and reconsidering our engagement with Darkinjung land. Neidjie, Harrison, and Burarrwanga et al. share knowledge that helps us re-imagine our way of reading the signs around us—the physical clues (when certain plants flower it might signal the time to catch certain fish or animals; when certain winds blow it might signal the time to perform certain duties) that the land provides but there is also another layer of meaning—explanations for certain animal behaviours, for certain sites, for certain rights. Beneath these layers are other layers that may or may not be spoken of, some of them are hinted at in the text and others, it is explained, are not allowed to be spoken of or shared at this point in time. “We use different language for different levels: surface, middle and hidden. Hidden languages are not known to everyone and are used for specific occasions” (Burarrwanga et al. 131). “Through language we learn about country, about boundaries, inside and outside knowledge” (Burarrwanga et al. 132). Many of the esoteric (knowledge for a certain few) stories are too different from our dominant discourses for us to understand even if they could be shared with us. Laklak Burarrwanga happily shares the surface layer though, and like Neidjie, refers to the reader as “you”. So this was where we began our intersubjective dialogue with Aboriginality, non-Aboriginality and Country. In Harrison’s My People’s Dreaming he explains how Aboriginal ways of knowing are built on watching, listening, and seeing. “If we don’t follow these principles then we don’t learn anything” (59). Engaging with Aboriginal knowledges such as Harrison’s three principles, Neidjie’s encouragement to listen, and Burarrwanga et al.’s welcoming into wetj (sharing and responsibility) has impacted on our own ideas and practices regarding how we learn. We have had to shelve our usual method of deconstructing or analysing a text and instead focus on simply hearing and feeling the stories. If we (as a collective, and individually) perceive “gaps” in the stories or in our understanding, that is, the sense that there is more information embodied in Country than what we are receiving, rather than attempting to find out more, we have respected the act of the surface story being shared, realising that perhaps deeper knowledge is not meant for us (as outsiders, as non-Aboriginal peoples or even as men or as women). This is at odds with how we are generally expected to function as tertiary students (that is, as independent researchers/analytical scholars). We have identified this as a space in which we can listen to Aboriginal ways of knowing to develop our understanding of Aboriginal epistemologies, within a university setting that is governed by western ideologies. Neidjie reminds us that a story might be, “forty-two thousand [years]” old but in sharing a dialogue with each other, we keep it alive (101). Kwaymullina and Kwaymullina argue that in contrast, “the British valued the wheel, but they did not value its connection to the tree” (197), that is, western ways of knowing and being often favour the end result, disregarding the process, the story and the cycle where the learning occurs. Re-imagining Our Roles and Responsibility in Discourses of ReconciliationSuch a space we see as an alternative concept of spatial politics: “one that is rooted not solely in a politics of the nation, but instead reflects the diverse spaces that construct the postcolonial experience” (Upstone 1). We have almost envisioned this as fragmented and compartmentalised palimpsestic layers of different spaces (colonial, western, national, historical, political, topographical, social, educational) constructed on Aboriginal lands and knowledges. In this re-imagined learning space we are trying to negotiate through the white noise to listen to the voices of Aboriginal peoples. The transformative power of these voices—voices that invite us, welcome us, into their knowledge of Country—provide powerful messages for the possibility of change, “It is they who not only present the horrors of current circumstances but, gesturing towards the future, also offer the possibility of a way to move forward” (Upstone 184). In Harrison’s My People’s Dreaming, his chapter on Forgiveness both welcomes the reader into his Country while acknowledging that Australia’s shared history of colonisation is painful to confront, but only by confronting it, can we begin to heal and move forward. While notions of social reconciliation revolve around rebuilding social relations between Aboriginal and non-Aboriginal Australians, “ecological reconciliation involves restoring ecological connectivity, sustaining ecological services, sustaining biodiversity, and making tough decisions from an eco-centric point of view that will not always prioritise human desire” (Rose 7). Deborah Bird Rose identifies four reasons why ecological reconciliation must occur simultaneously with social reconciliation. First, “without an imaginable world for the future, there is no point even to imagining a future for ourselves” (Rose 2). Second, for us to genuinely embrace reconciliation we must work to respond to land rights, environmental restoration and the protection of sacred sites. Third, we must recognise that “society and environment are inextricably connected” (Rose 2) and that this is especially so for Aboriginal Australians. Finally, Aboriginal ways of knowing could provide answers to postcolonial environmental degradation. By employing Guilar’s notion of the dialogic classroom as a method of critical pedagogy designed to promote social justice, we recognise our own responsibilities when it comes to issues such as ecology due to these stories being shared with us about and from Country via the literature we read. We write this paper in the hope of articulating our experience of re-imagining and enacting an embodied cognisance (understood as response and responsibility) tuned towards these ways of knowing. We have re-imagined the classroom as a new space of learning where Aboriginal ways of knowing are respected alongside dominant educational discourses. That is, our reimagined classroom includes: the substance of [...] a transactive public memory [...] informed by the reflexive attentiveness to the retelling or representation of a complex of emotionally evocative narratives and images which define not necessarily agreement but points of connection between people in regard to a past that they both might acknowledge the touch of. (Simon 63) Through an intersubjective dialogic classroom we have attempted to reimagine our relationships with the creators of these texts and the ways of knowing they represent. In doing so, we move beyond dominant paradigms of the land around us, re-assessing our roles and responsibilities in ways that are both practical and manageable in our own lives (within and outside of the classroom). Making conscious our awareness of Aboriginal ways of knowing, we create a collective consciousness in our little circle within the dominant western space of academic discourse to, wilfully and hopefully, contribute to transformative social and educational change outside of it. Because we have heard and listened to the stories of Country: We know White-European got different story.But our story, everything dream,Dreaming, secret, ‘business’…You can’t lose im.This story you got to hang on for you,Children, new children, no-matter new generationAnd how much new generation.You got to hang on this old story because the earth, This ground, earth where you brought up, This earth e grow, you growing little by little, Tree growing with you too, grass…I speaking storyAnd this story you got to hang on, no matter who you, No-matter what country you.You got to understand…this world for us.We came for this world. (Neidjie 166) Acknowledgements The authors acknowledge the traditional custodians of the lands upon which this paper was researched and written. References Burarrwanga, Laklak, Ritjilili Ganambarr, Merrkiyawuy Ganambarr-Stubbs, Banbapuy Ganambarr, Djawundil Maymuru, Sarah Wright, Sandie Suchet-Pearson, and Kate Lloyd. Welcome to My Country. Sydney: Allen & Unwin, 2013. Carnes, Roslyn. “Changing Listening Frequency to Minimise White Noise and Hear Indigenous Voices.” Journal of Australian Indigenous Issues 14.2-3 (2011): 170-84. Guilar, Joshua D. “Intersubjectivity and Dialogic Instruction.” Radical Pedagogy 8.1 (2006): 1. Harrison, Max D. My People’s Dreaming: An Aboriginal Elder Speaks on Life, Land, Spirit and Forgiveness. Sydney: HarperCollins Australia, 2013. Kwaymullina, Ambelin, and Blaze Kwaymullina. “Learning to Read the Signs: Law in an Indigenous Reality.” Journal of Australian Studies 34.2 (2010): 195-208.Langton, Marcia. Well, I Saw It on the Television and I Heard It on the Radio. Sydney: Australian Film Commission, 1993. Neidjie, Bill. Story about Feeling. Broome: Magabala Books, 1989. Rose, Deborah Bird. “The Ecological Power and Promise of Reconciliation.” National Institute of the Environment Public Lecture Series, 20 Nov. 2002. Speech. Parliament House. Simon, Roger. “The Touch of the Past: The Pedagogical Significance of a Transactional Sphere of Public Memory.” Revolutionary Pedagogies: Cultural Politics, Instituting Education, and the Discourse of Theory (2000): 61-80. Spivak, Gayatri. C. “'Can the Subaltern Speak?' Marxism and the Interpretation of Culture.” Marxism and the Interpretation of Culture. Eds. Nelson, Cary and Lawrence Grossberg. Urbana, IL: U of Illinois P, 1988. 271-313. Ungunmerr-Baumann, Miriam-Rose. Dadirri: Inner Deep Listening and Quiet Still Awareness. Emmaus Productions, 2002. 14 June 2015 ‹http://nextwave.org.au/wp-content/uploads/Dadirri-Inner-Deep-Listening-M-R-Ungunmerr-Bauman-Refl.pdf›.Upstone, Sara. Spatial Politics in the Postcolonial Novel. Burlington, VT: Ashgate Publishing, 2013.

IntroductionWhat can we learn about anomaly from the strangeness of a puppet, a lifeless object, that can both bleed and die? How does the filming process of a puppet’s death engage across media and produce a new media genre that is not easily classified within traditional conventions? Why do these fighting and bleeding puppets’ scenes consistently attract audiences? This study examines how Pili puppetry (1984-present), a popular TV series depicting martial arts-based narratives and fight sequences, interacts with digital technologies and constructs a new media genre. The transmedia constitution of a virtual world not only challenges the stereotype of puppetry’s target audience but also expands the audience’s bodily imagination and desires through the visual component of death scenes. Hence, the show does not merely represent or signify an anomaly, but even creates anomalous desires and imaginary bodies.Cultural commodification and advancing technologies have motivated the convergence and displacement of traditional boundaries, genres, and media, changing the very fabric of textuality itself. By exploring how new media affect the audience’s visual reception of fighting and death, this article sheds light on understanding the metamorphoses of Taiwanese puppetry and articulates a theoretical argument regarding the show’s artistic practice to explain how its form transverses traditional boundaries. This critical exploration focusses on how the form represents bleeding puppets, and in doing so, explicates the politics of transmedia performing and viewing. Pili is an example of an anomalous media form that proliferates anomalous media viewing experiences and desires in turn.Beyond a Media Genre: Taiwanese Pili PuppetryConverging the craft technique of puppeteering and digital technology of filmmaking and animation, Pili puppetry creates a new media genre that exceeds any conventional idea of a puppet show or digital puppet, as it is something in-between. Glove puppetry is a popular traditional theatre in Taiwan, often known as “theatre in the palm” because a traditional puppet was roughly the same size as an adult’s palm. The size enabled the puppeteer to easily manipulate a puppet in one hand and be close to the audience. Traditionally, puppet shows occurred to celebrate the local deities’ birthday. Despite its popularity, the form was limited by available technology. For instance, although stories with vigorous battles were particularly popular, bleeding scenes in such an auspicious occasion were inappropriate and rare. As a live theatrical event featuring immediate interaction between the performer and the spectator, realistic bleeding scenes were rare because it is hard to immediately clean the stage during the performance. Distinct from the traditional puppet show, digital puppetry features semi-animated puppets in a virtual world. Digital puppetry is not a new concept by any means in the Western film industry. Animating a 3D puppet is closely associated with motion capture technologies and animation that are manipulated in a digitalised virtual setting (Ferguson). Commonly, the target audience of the Western digital puppetry is children, so educators sometimes use digital puppetry as a pedagogical tool (Potter; Wohlwend). With these young target audience in mind, the producers often avoid violent and bleeding scenes.Pili puppetry differs from digital puppetry in several ways. For instance, instead of targeting a young audience, Pili puppetry consistently extends the traditional martial-arts performance to include bloody fight sequences that enrich the expressiveness of traditional puppetry as a performing art. Moreover, Pili puppetry does not apply the motion capture technologies to manipulate the puppet’s movement, thus retaining the puppeteers’ puppeteering craft (clips of Pili puppetry can be seen on Pili’s official YouTube page). Hence, Pili is a unique hybrid form, creating its own anomalous space in puppetry. Among over a thousand characters across the series, the realistic “human-like” puppet is one of Pili’s most popular selling points. The new media considerably intervene in the puppet design, as close-up shots and high-resolution images can accurately project details of a puppet’s face and body movements on the screen. Consequently, Pili’s puppet modelling becomes increasingly intricate and attractive and arguably makes its virtual figures more epic yet also more “human” (Chen). Figure 1: Su Huan-Jen in the TV series Pili Killing Blade (1993). His facial expressions were relatively flat and rigid then. Reproduced with permission of Pili International Multimedia Company.Figure 2: Su Huan-Jen in the TV series Pili Nine Thrones (2003). The puppet’s facial design and costume became more delicate and complex. Reproduced with permission of Pili International Multimedia Company.Figure 3: Su Huan-Jen in the TV series Pili Fantasy: War of Dragons (2019). His facial lines softened due to more precise design technologies. The new lightweight chiffon yarn costumes made him look more elegant. The multiple-layer costumes also created more space for puppeteers to hide behind the puppet and enact more complicated manipulations. Reproduced with permission of Pili International Multimedia Company.The design of the most well-known Pili swordsman, Su Huan-Jen, demonstrates how the Pili puppet modelling became more refined and intricate in the past 20 years. In 1993, the standard design was a TV puppet with the size and body proportion slightly enlarged from the traditional puppet. Su Huan-Jen’s costumes were made from heavy fabrics, and his facial expressions were relatively flat and rigid (fig. 1). Pili produced its first puppetry film Legend of the Sacred Stone in 2000; considering the visual quality of a big screen, Pili refined the puppet design including replacing wooden eyeballs and plastic hair with real hair and glass eyeballs (Chen). The filmmaking experience inspired Pili to dramatically improve the facial design for all puppets. In 2003, Su’s modelling in Pili Nine Thrones (TV series) became noticeably much more delicate. The puppet’s size was considerably enlarged by almost three times, so a puppeteer had to use two hands to manipulate a puppet. The complex costumes and props made more space for puppeteers to hide behind the puppet and enrich the performance of the fighting movements (fig. 2). In 2019, Su’s new modelling further included new layers of lightweight fabrics, and his makeup and props became more delicate and complex (fig. 3). Such a refined aesthetic design also lends to Pili’s novelty among puppetry performances.Through the transformation of Pili in the context of puppetry history, we see how the handicraft-like puppet itself gradually commercialised into an artistic object that the audience would yearn to collect and project their bodily imagination. Anthropologist Teri Silvio notices that, for some fans, Pili puppets are similar to worship icons through which they project their affection and imaginary identity (Silvio, “Pop Culture Icons”). Intermediating with the new media, the change in the refined puppet design also comes from the audience’s expectations. Pili’s senior puppet designer Fan Shih-Ching mentioned that Pili fans are very involved, so their preferences affect the design of puppets. The complexity, particularly the layer of costumes, most clearly differentiates the aesthetics of traditional and Pili puppets. Due to the “idolisation” of some famous Pili characters, Shih-Ching has had to design more and more gaudy costumes. Each resurgence of a well-known Pili swordsman, such as Su Huan-Jen, Yi Ye Shu, and Ye Hsiao-Chai, means he has to remodel the puppet.Pili fans represent their infatuation for puppet characters through cosplay (literally “costume play”), which is when fans dress up and pretend to be a Pili character. Their cosplay, in particular, reflects the bodily practice of imaginary identity. Silvio observes that most cosplayers choose to dress as characters that are the most visually appealing rather than characters that best suit their body type. They even avoid moving too “naturally” and mainly move from pose-to-pose, similar to the frame-to-frame techne of animation. Thus, we can understand this “cosplay more as reanimating the character using the body as a kind of puppet rather than as an embodied performance of some aspect of self-identity” (Silvio 2019, 167). Hence, Pili fans’ cosplay is indicative of an anomalous desire to become the puppet-like human, which helps them transcend their social roles in their everyday life. It turns out that not only fans’ preference drives the (re)modelling of puppets but also fans attempt to model themselves in the image of their beloved puppets. The reversible dialectic between fan-star and flesh-object further provokes an “anomaly” in terms of the relationship between the viewers and the puppets. Precisely because fans have such an intimate relationship with Pili, it is important to consider how the series’ content and form configure fans’ viewing experience.Filming Bleeding PuppetsDespite its intricate aesthetics, Pili is still a series with frequent fighting-to-the-death scenes, which creates, and is the result of, extraordinary transmedia production and viewing experiences. Due to the market demand of producing episodes around 500 minutes long every month, Pili constantly creates new characters to maintain the audience’s attention and retain its novelty. So far, Pili has released thousands of characters. To ensure that new characters supersede the old ones, numerous old characters have to die within the plot.The adoption of new media allows the fighting scenes in Pili to render as more delicate, rather than consisting of loud, intense action movements. Instead, the leading swordsmen’s death inevitably takes place in a pathetic and romantic setting and consummates with a bloody sacrifice. Fighting scenes in early Pili puppetry created in the late 1980s were still based on puppets’ body movements, as the knowledge and technology of animation were still nascent and underdeveloped. At that time, the prestigious swordsman mainly relied on the fast speed of brandishing his sword. Since the early 1990s, as animation technology matured, it has become very common to see Pili use CGI animation to create a damaging sword beam for puppets to kill target enemies far away. The sword beam can fly much faster than the puppets can move, so almost every fighting scene employs CGI to visualise both sword beams and flame. The change in fighting manners provokes different representations of the bleeding and death scenes. Open wounds replace puncture wounds caused by a traditional weapon; bleeding scenes become typical, and a special feature in Pili’s transmedia puppetry.In addition to CGI animation, the use of fake blood in the Pili studio makes the performance even more realistic. Pili puppet master Ting Chen-Ching recalled that exploded puppets in traditional puppetry were commonly made by styrofoam blocks. The white styrofoam chips that sprayed everywhere after the explosion inevitably made the performance seem less realistic. By contrast, in the Pili studio, the scene of a puppet spurting blood after the explosion usually applies the technology of editing several shots. The typical procedure would be a short take that captures a puppet being injured. In its injury location, puppeteers sprinkle red confetti to represent scattered blood clots in the following shot. Sometimes the fake blood was splashed with the red confetti to make it further three-dimensional (Ting). Bloody scenes can also be filmed through multiple layers of arranged performance conducted at the same time by a group of puppeteers. Ting describes the practice of filming a bleeding puppet. Usually, some puppeteers sprinkle fake blood in front of the camera, while other puppeteers blasted the puppets toward various directions behind the blood to make the visual effects match. If the puppeteers need to show how a puppet becomes injured and vomits blood during the fight, they can install tiny pipes in the puppet in advance. During the filming, the puppeteer slowly squeezes the pipe to make the fake blood flow out from the puppet’s mouth. Such a bloody scene sometimes accompanies tears dropping from the puppet’s eyes. In some cases, the puppeteer drops the blood on the puppet’s mouth prior to the filming and then uses a powerful electric fan to blow the blood drops (Ting). Such techniques direct the blood to flow laterally against the wind, which makes the puppet’s death more aesthetically tragic. Because it is not a live performance, the puppeteer can try repeatedly until the camera captures the most ideal blood drop pattern and bleeding speed. Puppeteers have to adjust the camera distance for different bleeding scenes, which creates new modes of viewing, sensing, and representing virtual life and death. One of the most representative examples of Pili’s bleeding scenes is when Su’s best friend, Ching Yang-Zi, fights with alien devils in Legend of the Sacred Stone. (The clip of how Ching Yang-Zi fights and bleeds to death can be seen on YouTube.) Ting described how Pili prepared three different puppets of Ching for the non-fighting, fighting, and bleeding scenes (Ting). The main fighting scene starts from a low-angle medium shot that shows how Ching Yang-Zi got injured and began bleeding from the corner of his mouth. Then, a sharp weapon flies across the screen; the following close-up shows that the weapon hits Ching and he begins bleeding immediately. The successive shots move back and forth between his face and the wound in medium shot and close-up. Next, a close-up shows him stepping back with blood dripping on the ground. He then pushes the weapon out of his body to defend enemies; a final close-up follows a medium take and a long take shows the massive hemorrhage. The eruption of fluid plasma creates a natural effect that is difficult to achieve, even with 3D animation. Beyond this impressive technicality, the exceptional production and design emphasise how Pili fully embraces the ethos of transmedia: to play with multiple media forms and thereby create a new form. In the case of Pili, its form is interactive, transcending the boundaries of what we might consider the “living” and the “dead”.Epilogue: Viewing Bleeding Puppets on the ScreenThe simulated, high-quality, realistic-looking puppet designs accompanying the Pili’s featured bloody fighting sequence draw another question: What is the effect of watching human-like puppets die? What does this do to viewer-fans? Violence is prevalent throughout the historical record of human behaviour, especially in art and entertainment because these serve as outlets to fulfill a basic human need to indulge in “taboo fantasies” and escape into “realms of forbidden experience” (Schechter). When discussing the visual representations of violence and the spectacle of the sufferings of others, Susan Sontag notes, “if we consider what emotions would be desirable” (102), viewing the pain of others may not simply evoke sympathy. She argues that “[no] moral charge attaches to the representation of these cruelties. Just the provocation: can you look at this? There is the satisfaction of being able to look at the image without flinching. There is the pleasure of flinching” (41). For viewers, the boldness of watching the bloody scenes can be very inviting. Watching human-like puppets die in the action scenes similarly validates the viewer’s need for pleasure and entertainment. Although different from a human body, the puppets still bears the materiality of being-object. Therefore, watching the puppets bleeding and die as distinctly “human-like’ puppets further prevent viewers’ from feeling guilty or morally involved. The conceptual distance of being aware of the puppet’s materiality acts as a moral buffer; audiences are intimately involved through the particular aesthetic arrangement, yet morally detached. The transmedia filming of puppetry adds another layer of mediation over the human-like “living” puppets that allows such a particular experience. Sontag notices that the media generates an inevitable distance between object and subject, between witness and victim. For Sontag, although images constitute “the imaginary proximity” because it makes the “faraway sufferers” be “seen close-up on the television screen”, it is a mystification to assume that images serve as a direct link between sufferers and viewers. Rather, Sontag insists: the distance makes the viewers feel “we are not accomplices to what caused the suffering. Our sympathy proclaims our innocence as well as our impotence” (102). Echoing Sontag’s argument, Jeffrey Goldstein points out that “distancing” oneself from the mayhem represented in media makes it tolerable. Media creates an “almost real” visuality of violence, so the audience feels relatively safe in their surroundings when exposed to threatening images. Thus, “violent imagery must carry cues to its unreality or it loses appeal” (280). Pili puppets that are human-like, thus not human, more easily enable the audience to seek sensational excitement through viewing puppets’ bloody violence and eventual death on the screen and still feel emotionally secure. Due to the distance granted by the medium, viewers gain a sense of power by excitedly viewing the violence with an accompanying sense of moral exemption. Thus, viewers can easily excuse the limits of their personal responsibility while still being captivated by Pili’s boundary-transgressing aesthetic.The anomalous power of Pili fans’ cosplay differentiates the viewing experience of puppets’ deaths from that of other violent entertainment productions. Cosplayers physically bridge viewing/acting and life/death by dressing up as the puppet characters, bringing them to life, as flesh. Cosplay allows fans to compensate for the helplessness they experience when watching the puppets’ deaths on the screen. They can both “enjoy” the innocent pleasure of watching bleeding puppets and bring their adored dead idols “back to life” through cosplay. The onscreen violence and death thus provide an additional layer of pleasure for such cosplayers. They not only take pleasure in watching the puppets—which are an idealized version of their bodily imagination—die, but also feel empowered to revitalise their loved idols. Therefore, Pili cosplayers’ desires incite a cycle of life, pleasure, and death, in which the company responds to their consumers’ demands in kind. The intertwining of social, economic, and political factors thus collectively thrives upon media violence as entertainment. Pili creates the potential for new cross-media genre configurations that transcend the traditional/digital puppetry binary. On the one hand, the design of swordsman puppets become a simulation of a “living object” responding to the camera distance. On the other hand, the fighting and death scenes heavily rely on the puppeteers’ cooperation with animation and editing. Therefore, Pili puppetry enriches existing discourse on both puppetry and animation as life-giving processes. What is animated by Pili puppetry is not simply the swordsmen characters themselves, but new potentials for media genres and violent entertainment. AcknowledgmentMy hearty gratitude to Amy Gaeta for sharing her insights with me on the early stage of this study.ReferencesChen, Jasmine Yu-Hsing. “Transmuting Tradition: The Transformation of Taiwanese Glove Puppetry in Pili Productions.” Journal of the Oriental Society of Australia 51 (2019): 26-46.Ferguson, Jeffrey. “Lessons from Digital Puppetry: Updating a Design Framework for a Perceptual User Interface.” IEEE International Conference on Computer and Information Technology, 2015.Goldstein, Jeffrey. “The Attractions of Violent Entertainment.” Media Psychology 1.3 (1999): 271-282.Potter, Anna. “Funding Contemporary Children’s Television: How Digital Convergence Encourages Retro Reboot.” International Journal on Communications Management 19.2 (2017): 108-112.Schechter, Harold. Savage Pastimes: A Cultural History of Violent Entertainment. New York: St. Martin’s, 2005.Silvio, Teri. “Pop Culture Icons: Religious Inflections of the Character Toy in Taiwan.” Mechademia 3.1 (2010): 200-220.———. Puppets, Gods, and Brands: Theorizing the Age of Animation from Taiwan. Honolulu: U Hawaii P, 2019. Sontag, Susan. Regarding the Pain of Others. New York: Farrar, Straus, and Giroux, 2004.Ting, Chen-Ching. Interview by the author. Yunlin, Taiwan. 24 June 2019.Wohlwend, Karen E. “One Screen, Many Fingers: Young Children's Collaborative Literacy Play with Digital Puppetry Apps and Touchscreen Technologies.” Theory into Practice 54.2 (2015): 154-162.

"If people don't trust their information, it's not much better than a Marxist-Leninist society." -- Orville Schell Dean, Graduate School of Journalism, UC Berkeley "Most people aren't very discerning. Maybe they need good financial information, but I don't think people know what good information is when you get into culture, society, and politics." -- Steven Brill,Chairman and Editor-in-chief, Brill's Content Once upon a time, not very long ago, advertisements were easy to recognise. They had simple personalities with goals not much more complicated than selling you a bar of soap or a box of cereal. And they possessed the reassuring familiarity of old friends or relatives you've known all your life. They were Pilgrims who smiled at you from Quaker Oats boxes or little tablets named "Speedy" who joyfully danced into a glass of water with the sole purpose of giving up their short life to help lessen your indigestion from overindulgence. Yes, sometimes they could be a little obnoxious but, hey, it was a predictable annoyance. And once, not very long ago, advertisements also knew their place in the landscape of popular culture, their boundaries were the ad space of magazines or the commercial time of television programs. When the ads got too annoying, you could toss the magazine aside or change the TV channel. The ease and quickness of their dispatch had the abruptness of slamming your front door in the face of an old door-to-door salesman. This all began to change around the 1950s when advertisements acquired a more complex and subtle personality and began straying outside of their familiar media neighborhoods. The social observer Vance Packard wrote a best-selling book in the late 50s called The Hidden Persuaders which identified this change in advertising's personality as coming from hanging around Professor Freud's psychoanalysis and learning his hidden, subliminal methods of trickery. Ice cubes in a glass for a liquor ad were no longer seen as simple props to help sell a brand of whiskey but were now subliminal suggestions of female anatomy. The curved fronts of automobiles were more than aesthetic streamlined design features but rather suggestive of a particular feature of the male anatomy. Forgotten by the new subliminal types of ads was the simple salesmanship preached by founders of the ad industry like David Ogilvy and John Caples. The word "sales" became a dirty word and was replaced with modern psychological buzzwords like subliminal persuasion. The Evolution of Subliminal Techniques The book Hidden Persuaders made quite a stir at the time, bringing about congressional hearings and even the introduction of legislation. Prominent motivation researchers Louis Cheskin and Ernest Dichter utilised the new ad methods and were publicly admonished as traitors to their profession. The life of the new subliminal advertising seemed short indeed. Even Vance Packard predicted its coming demise. "Eventually, say by A.D. 2000," he wrote in the preface to the paperback edition of his book, "all this depth manipulation of the psychological variety will seem amusingly old- fashioned". Yet, 40 years later, any half-awake observer of popular culture knows that things haven't exactly worked out the way Packard predicted. In fact what seems old-fashioned today is the belief that ads are those simpletons they once were before the 50s and that products are sold for features and benefits rather than for images. Even Vance Packard expresses an amazement at the evolution of advertising since the 50s, noting that today ads for watches have nothing to do with watches or that ads for shoes scarcely mention shoes. Packard remarks "it used to be the brand identified the product. In today's advertising the brand is the product". Modern advertising, he notes, has an almost total obsession with images and feelings and an almost total lack of any concrete claims about the product and why anyone should buy it. Packard admits puzzlement. "Commercials seem totally unrelated to selling any product at all". Jeff DeJoseph of the J. Walter Thompson firm underlines Packard's comments. "We are just trying to convey a sensory impression of the brand, and we're out of there". Subliminal advertising techniques have today infiltrated the heart of corporate America. As Ruth Shalit notes in her article "The Return of the Hidden Persuaders" from the 27 September 1999 issue of Salon magazine, "far from being consigned to the maverick fringe, the new psycho- persuaders of corporate America have colonized the marketing departments of mainstream conglomerates. At companies like Kraft, Coca-Cola, Proctor & Gamble and Daimler-Chrysler, the most sought-after consultants hail not from McKinsey & Company, but from brand consultancies with names like Archetype Discoveries, PsychoLogics and Semiotic Solutions". Shalit notes a growing number of CEOs have become convinced they cannot sell their brands until they first explore the "Jungian substrata of four- wheel drive; unlock the discourse codes of female power sweating; or deconstruct the sexual politics of bologna". The result, as Shalit observes, is a "charmingly retro school of brand psychoanalysis, which holds that all advertising is simply a variation on the themes of the Oedipus complex, the death instinct, or toilet training, and that the goal of effective communications should be to compensate the consumer for the fact that he was insufficiently nursed as an infant, has taken corporate America by storm". The Growing Ubiquity of Advertising Yet pervasive as the subliminal techniques of advertising have become, the emerging power of modern advertising ultimately centres around "where" it is rather than "what" it is or "how" it works. The power of modern advertising is within this growing ubiquity or "everywhereness" of advertising rather than the technology and methodology of advertising. The ultimate power of advertising will be arrived at when ads cannot be distinguished from their background environment. When this happens, the environment will become a great continuous ad. In the process, ads have wandered away from their well-known hangouts in magazines and TV shows. Like alien-infected pod-people of early science fiction movies, they have stumbled out of these familiar media playgrounds and suddenly sprouted up everywhere. The ubiquity of advertising is not being driven by corporations searching for new ways to sell products but by media searching for new ways to make money. Traditionally, media made money by selling subscriptions and advertising space. But these two key income sources are quickly drying up in the new world of online media. Journalist Mike France wisely takes notice of this change in an important article "Journalism's Online Credibility Gap" from the 11 October 1999 issue of Business Week. France notes that subscription fees have not worked because "Web surfers are used to getting content for free, and they have been reluctant to shell out any money for it". Advertising sales and their Internet incarnation in banner ads have also been a failure so far, France observes, because companies don't like paying a flat fee for online advertising since it's difficult to track the effectiveness of their marketing dollars. Instead, they only want to pay for actual sales leads, which can be easily monitored on the Web as readers' click from site to site. Faced with the above situation, media companies have gone on the prowl for new ways to make money. This search underpins the emerging ubiquity of advertising: the fact that it is increasingly appearing everywhere. In the process, traditional boundaries between advertising and other societal institutions are being overrun by these media forces on the prowl for new "territory" to exploit. That time when advertisements knew their place in the landscape of popular culture and confined themselves to just magazines or TV commercials is a fading memory. And today, as each of us is bombarded by thousands of ads each day, it is impossible to "slam" the door and keep them out of our house as we could once slam the door in the face of the old door-to-door salesmen. Of course you can find them on the matchbook cover of your favorite bar, on t-shirts sold at some roadside tourist trap or on those logo baseball caps you always pick up at trade shows. But now they have got a little more personal and stare at you over urinals in the men's room. They have even wedged themselves onto the narrow little bars at the check-out counter conveyer belts of supermarkets or onto the handles of gasoline pumps at filling stations. The list goes on and on. (No, this article is not an ad.) Advertising and Entertainment In advertising's march to ubiquity, two major boundaries have been crossed. They are crucial boundaries which greatly enhance advertising's search for the invisibility of ubiquity. Yet they are also largely invisible themselves. These are the boundaries separating advertising from entertainment and those separating advertising from journalism. The incursion of advertising into entertainment is a result of the increasing merger of business and entertainment, a phenomenon pointed out in best-selling business books like Michael Wolf's Entertainment Economy and Joseph Pine's The Experience Economy. Wolf, a consultant for Viacom, Newscorp, and other media heavy-weights, argues business is becoming synonymous with entertainment: "we have come to expect that we will be entertained all the time. Products and brands that deliver on this expectation are succeeding. Products that do not will disappear". And, in The Experience Economy, Pine notes the increasing need for businesses to provide entertaining experiences. "Those businesses that relegate themselves to the diminishing world of goods and services will be rendered irrelevant. To avoid this fate, you must learn to stage a rich, compelling experience". Yet entertainment, whether provided by businesses or the traditional entertainment industry, is increasingly weighted down with the "baggage" of advertising. In a large sense, entertainment is a form of new media that carries ads. Increasingly, this seems to be the overriding purpose of entertainment. Once, not long ago, when ads were simple and confined, entertainment was also simple and its purpose was to entertain rather than to sell. There was money enough in packed movie houses or full theme parks to make a healthy profit. But all this has changed with advertising's ubiquity. Like media corporations searching for new revenue streams, the entertainment industry has responded to flat growth by finding new ways to squeeze money out of entertainment content. Films now feature products in paid for scenes and most forms of entertainment use product tie-ins to other areas such as retail stores or fast-food restaurants. Also popular with the entertainment industry is what might be termed the "versioning" of entertainment products into various sub-species where entertainment content is transformed into other media so it can be sold more than once. A film may not make a profit on just the theatrical release but there is a good chance it doesn't matter because it stands to make a profit in video rentals. Advertising and Journalism The merger of advertising and entertainment goes a long way towards a world of ubiquitous advertising. Yet the merger of advertising and journalism is the real "promised land" in the evolution of ubiquitous advertising. This fundamental shift in the way news media make money provides the final frontier to be conquered by advertising, a final "promised land" for advertising. As Mike France observes in Business Week, this merger "could potentially change the way they cover the news. The more the press gets in the business of hawking products, the harder it will be to criticize those goods -- and the companies making them". Of course, there is that persistent myth, perpetuated by news organisations that they attempt to preserve editorial independence by keeping the institutions they cover and their advertisers at arm's length. But this is proving more and more difficult, particularly for online media. Observers like France have pointed out a number of reasons for this. One is the growth of ads in news media that look more like editorial content than ads. While long-standing ethical rules bar magazines and newspapers from printing advertisements that look like editorial copy, these rules become fuzzy for many online publications. Another reason making it difficult to separate advertising from journalism is the growing merger and consolidation of media corporations. Fewer and fewer corporations control more and more entertainment, news and ultimately advertising. It becomes difficult for a journalist to criticise a product when it has a connection to the large media conglomerate the journalist works for. Traditionally, it has been rare for media corporations to make direct investments in the corporations they cover. However, as Mike France notes, CNBC crossed this line when it acquired a stake in Archipelago in September 1999. CNBC, which runs a business-news Website, acquired a 12.4% stake in Archipelago Holdings, an electronic communications network for trading stock. Long-term plans are likely to include allowing visitors to cnbc.com to link directly to Archipelago. That means CNBC could be in the awkward position of both providing coverage of online trading and profiting from it. France adds that other business news outlets, such as Dow Jones (DJ), Reuters, and Bloomberg, already have indirect ties to their own electronic stock-trading networks. And, in news organisations, a popular method of cutting down on the expense of paying journalists for content is the growing practice of accepting advertiser written content or "sponsored edit" stories. The confusion to readers violates the spirit of a long-standing American Society of Magazine Editors (ASME) rule prohibiting advertisements with "an editorial appearance". But as France notes, this practice is thriving online. This change happens in ever so subtle ways. "A bit of puffery inserted here," notes France, "a negative adjective deleted there -- it doesn't take a lot to turn a review or story about, say, smart phones, into something approaching highbrow ad copy". He offers an example in forbes.com whose Microsoft ads could easily be mistaken for staff-written articles. Media critic James Fallows points out that consumers have been swift to discipline sites that are caught acting unethically and using "sponsored edits". He notes that when it was revealed that amazon.com was taking fees of up to $10,000 for books that it labelled as "destined for greatness", its customers were outraged, and the company quickly agreed to disclose future promotional payments. Unfortunately, though, the lesson episodes like these teach online companies like Amazon centres around more effective ways to be less "revealing" rather than abstention from the practice of "sponsored edits". France reminds us that journalism is built on trust. In the age of the Internet, though, trust is quickly becoming an elusive quality. He writes "as magazines, newspapers, radio stations, and television networks rush to colonize the Internet, the Great Wall between content and commerce is beginning to erode". In the end, he ponders whether there is an irrevocable conflict between e-commerce and ethical journalism. When you can't trust journalists to be ethical, just who can you trust? Transaction Fees & Affiliate Programs - Advertising's Final Promised Land? The engine driving the growing ubiquity of advertising, though, is not the increasing merger of advertising with other industries (like entertainment and journalism) but rather a new business model of online commerce and Internet technology called transaction fees. This emerging and potentially dominant Internet e-commerce technology provides for the ability to track transactions electronically on Websites and to garner transaction fees. Through these fees, many media Websites take a percentage of payment through online product sales. In effect, a media site becomes one pervasive direct mail ad for every product mentioned on its site. This of course puts them in a much closer economic partnership with advertisers than is the case with traditional fixed-rate ads where there is little connection between product sales and the advertising media carrying them. Transaction fees are the new online version of direct marketing, the emerging Internet technology for their application is one of the great economic driving forces of the entire Internet commerce apparatus. The promise of transaction fees is that a number of people, besides product manufacturers and advertisers, might gain a percentage of profit from selling products via hypertext links. Once upon a time, the manufacturer of a product was the one that gained (or lost) from marketing it. Now, however, there is the possibility that journalists, news organisations and entertainment companies might also gain from marketing via transaction fees. The spread of transaction fees outside media into the general population provides an even greater boost to the growing ubiquity of advertising. This is done through the handmaiden of media transaction fees: "affiliate programs" for the general populace. Through the growing magic of Internet technology, it becomes possible for all of us to earn money through affiliate program links to products and transaction fee percentages in the sale of these products. Given this scenario, it is not surprising that advertisers are most likely to increasingly pressure media Websites to support themselves with e-commerce transaction fees. Charles Li, Senior Analyst for New Media at Forrester Research, estimates that by the year 2003, media sites will receive $25 billion in revenue from transaction fees, compared with $17 billion from ads and $5 billion from subscriptions. The possibility is great that all media will become like great direct response advertisements taking a transaction fee percentage for anything sold on their sites. And there is the more dangerous possibility that all of us will become the new "promised land" for a ubiquitous advertising. All of us will have some cut in selling somebody else's product. When this happens and there is a direct economic incentive for all of us to say nice things about products, what is the need and importance of subliminal techniques and methods creating advertising based on images which try to trick us into buying things? A Society Without Critics? It is for these reasons that criticism and straight news are becoming an increasingly endangered species. Everyone has to eat but what happens when one can no longer make meal money by criticising current culture? Cultural critics become a dying breed. There is no money in criticism because it is based around disconnection rather than connection to products. No links to products or Websites are involved here. Critics are becoming lonely icebergs floating in the middle of a cyber-sea of transaction fees, watching everyone else (except themselves) make money on transaction fees. The subliminal focus of the current consultancies is little more than a repackaging of an old theme discovered long ago by Vance Packard. But the growing "everywhereness" and "everyoneness" of modern advertising through transaction fees may mark the beginning of a revolutionary new era. Everyone might become their own "brand", a point well made in Tim Peters's article "A Brand Called You". Media critic James Fallows is somewhat optimistic that there still may remain "niche" markets for truthful information and honest cultural criticism. He suggests that surely people looking for mortgages, voting for a politician, or trying to decide what movie to see will continue to need unbiased information to help them make decisions. But one must ask what happens when a number of people have some "affiliate" relationship with suggesting particular movies, politicians or mortgages? Orville Schell, dean of the Graduate School of Journalism at the University of California at Berkeley, has summarised this growing ubiquity of advertising in a rather simple and elegant manner saying "at a certain point, people won't be able to differentiate between what's trustworthy and what isn't". Over the long run, this loss of credibility could have a corrosive effect on society in general -- especially given the media's importance as a political, cultural, and economic watchdog. Schell warns, "if people don't trust their information, it's not much better than a Marxist-Leninist society". Yet, will we be able to realise this simple fact when we all become types of Marxists and Leninists? Still, there is the great challenge to America to learn how to utilise transaction fees in a democratic manner. In effect, a combination of the technological promise of the new economy with that old promise, and perhaps even myth, of a democratic America. America stands on the verge of a great threshold and challenge in the growing ubiquity of advertising. In a way, as with most great opportunities or threats, this challenge centres on a peculiar paradox. On the one hand, there is the promise of the emerging Internet business model and its centre around the technology of transaction fees. At the same time, there is the threat posed by transaction fees to America's democratic society in the early years of the new millennium. Yes, once upon a time, not very long ago, advertisements were easy to recognise and also knew their place in the landscape of popular culture. Their greatest, yet silent, evolution (especially in the age of the Internet) has really been in their spread into all areas of culture rather than in methods of trickery and deceit. Now, it is more difficult to slam that front door in the face of that old door-to-door salesman. Or toss that magazine and its ad aside, or switch off commercials on television. We have become that door-to-door salesman, that magazine ad, that television commercial. The current cultural landscape takes on some of the characteristics of the theme of that old science fiction movie The Invasion of the Body Snatchers. A current advertising campaign from RJ Reynolds has a humorous take on the current zeitgeist fad of alien abduction with copy reading "if aliens are smart enough to travel through space then why do they keep abducting the dumbest people on earth?" One might add that when Americans allow advertising to travel through all our space, perhaps we all become the dumbest people on earth, abducted by a new alien culture so far away from a simplistic nostalgia of yesterday. (Please press below for your links to a world of fantastic products which can make a new you.) References Brill, Steven. Quoted by Mike France in "Journalism's Online Credibility Gap." Business Week 11 Oct. 1999. France, Mike. "Journalism's Online Credibility Gap." Business Week 11 Oct. 1999. <http://www.businessweek.com/1999/99_41/b3650163.htm>. Packard, Vance. The Hidden Persuaders. Out of Print, 1957. Pine, Joseph, and James Gilmore. The Experience Economy. Harvard Business School P, 1999. Shalit, Ruth. "The Return of the Hidden Persuaders." Salon Magazine 27 Sep. 1999. <http://www.salon.com/media/col/shal/1999/09/27/persuaders/index.php>. Schell, Orville. Quoted by Mike France in "Journalism's Online Credibility Gap." Business Week 11 Oct. 1999. Wolf, Michael. Entertainment Economy. Times Books, 1999. Citation reference for this article MLA style: John Fraim. "Friendly Persuasion: The Growing Ubiquity of Advertising, or What Happens When Everyone Becomes an Ad?." M/C: A Journal of Media and Culture 3.1 (2000). [your date of access] <http://www.uq.edu.au/mc/0003/ads.php>. Chicago style: John Fraim, "Friendly Persuasion: The Growing Ubiquity of Advertising, or What Happens When Everyone Becomes an Ad?," M/C: A Journal of Media and Culture 3, no. 1 (2000), <http://www.uq.edu.au/mc/0003/ads.php> ([your date of access]). APA style: John Fraim. (2000) Friendly Persuasion: The Growing Ubiquity of Advertising, or What Happens When Everyone Becomes an Ad?. M/C: A Journal of Media and Culture 3(1). <http://www.uq.edu.au/mc/0003/ads.php> ([your date of access]).

How much do you know about yourself if you’ve never been in a fight? (Fight Club) …The fabric of the rhizome is the conjunction, “and…and…and…” This conjunction carries enough force to shake and uproot the verb “to be.” Where are you going? Where are you coming from…These are totally useless questions. (Gilles Deleuze and Felix Guattari 25) Fight Club (1999) depicts the struggle of Jack (Edward Norton) to determine a sense of identity in late capitalism, under which discipline gives way to control (Deleuze 177-182), and consumer culture feminises men. Within this social structure, people no longer occupy singular subjectivities, but instead are compelled to slide between infinite subject positions, always in a state of becoming, never arriving. Jack’s sense of identity, gleaned from shiny, new possessions, is exemplary of the postmodern subject who is all malleable surface and no depth, or, to use Jean Baudrillard’s lexicon, a schizophrenic “pure screen, a switching center [sic] for all the networks of influence” (a 133). As an alternative to this hollow and meaningless subjectivity, Fight Club suggests that there is a connection between pain and aggression and ‘knowing yourself’. Confronting and engaging with the primal feelings of pain and oblivion, it is implied, will bring Jack closer to a more authentic sense of identity than he could ever buy for himself from Ikea. Jack begins to attend support groups for the ill, in search of “real pain.” The crying and sense of oblivion experienced at these groups prove cathartic for Jack. These early scenes anticipate the idea that it is not through external things that one can attain an authentic sense of identity; rather, that the quest for authentic identity has become redundant and the only way out is to aspire to something less inauthentic. The way to do this, Fight Club suggests, is to embrace hopelessness, to return to degree zero and proceed in a simpler way. Jack’s apartment and the objects it contains are metonymic for his personality: recall the scene depicting his condo complete with descriptive captions and mood music, as if it were an advertisement. This is a visual enactment of Baudrillard’s theorisation of hyperreality, defined as the kind of reality that has resulted from an ideology that no longer represents real conditions of existence, because there are no longer any real objective truths to represent (b 6, 25). By extension, Jack’s personality is a piecemeal construct of these superficial objects: “I loved that condo. I loved every stick of furniture. That was not just a bunch of stuff that got destroyed; it was me.” After destroying Jack’s apartment, Tyler (Brad Pitt) confronts Jack with a critique of the consumer ideology by which he has lived his life. Confounding distrust of women and contempt for consumerism, Tyler points out that things “could be worse. A woman could cut off your penis while you’re asleep and toss it out of the window of a moving car,” before launching into an assault on Jack’s consumerist lifestyle asking why Is a duvet essential to our survival in the hunter-gatherer sense of the word…We’re consumers, we are by-products of the life-style obsession. Murder, crime, poverty: these things don’t concern me: celebrity magazines, television with five hundred channels, some guy’s name on my underwear…I say, “never be complete.” I say, “stop being perfect.” I say, “let’s evolve.” It is curious that Tyler carries out this tirade while consuming mass-produced beer and cigarettes. Fight Club overtly criticises ‘feminine’ modes of consumption—agonising over which ruffled valance to buy; taking pride in one’s home wares and condiments. However, this is undercut by its complicity with more ‘masculine’ modes of consumption—smoking and drinking - which are contingent on the rugged mode of masculinity it promotes. Fight Club does not only depict postmodern subjectivity in general as in crisis; rather, the suggestion is that in the postmodern era masculine subjectivity in particular is in trouble. Jack’s struggle to recuperate a sense of authentic masculine identity involves two different types of conflict: physical and political. Through physical violence we see fighting enacted in its arguably rawest sense: hyperreal violence with no coherent objective. Political conflict in this film includes but is not limited to physical brutality, propaganda, and acts of terrorism. The two different types of struggle in this film conduct themselves under the auspices of ‘Fight Club’ and ‘Project Mayhem’, respectively. Superficially, it would appear that Fight Club and Project Mayhem are two different things: Fight Club is for the sole purpose of men engaging in physical violence and an ensuing sense of abandon, while Project Mayhem is a tightly regimented organisation devoted to resisting and attacking the capitalist system and consumer culture. While considering the two different types of conflict in isolation would make it easier to unpack the complex set of ideas which the narrative device of fighting acts as a vehicle for in this film, this would be to ignore the fact that according to Fight Club the struggle for authentic subjectivity under late capitalism is a dubious objective to begin with, that “maybe it’s a mistake to believe in the existence of things, persons, or subjects” (Deleuze 26). Fight Club is represented as a way for Jack to subvert the ideology of late capitalism and its inherent consumerism that has, up to this point, defined his subjectivity. Fight Club potentially subverts the ideology of late capitalism in two ways: first, it provides a space where class hierarchy does not apply and allows lower-class workers to be momentarily “like gods” (this inversion proves, however, to be a hierarchical structure). Secondly, the evidence of physical violence can be read as subverting the ideology of respectable presentation in the bureaucratic work place. As Jack explains: “I got right in everyone’s hostile little face. Yes, these are bruises from fighting. Yes, I’m comfortable with that. I am enlightened.” Exactly what it is that is enlightening about fighting in this film is worth consideration. In the article ‘Fuck you Hero’ in Face magazine, Edward Norton describes the point of Fight Club as “needing the punch in the face to wake yourself up.” I think it’s about more than this. Notice that Jack continues to attend Fight Club long after he proclaims, “I am enlightened.” So, it’s safe to say it’s about more than simply ‘waking yourself up’. Jack describes how fighting makes him feel saved from the emptiness of his life, that it is “not about words.” An understanding of the explicit bodily violence depicted in Fight Club can be enhanced when considered with reference to John Fiske’s ‘Offensive Bodies and Carnival Pleasures’ (1989). Developing Michel de Certeau’s thesis that “there is no law that is not inscribed on bodies” (139), Fiske asserts the primacy of the body in ideological struggles, arguing “the body is where the social is most convincingly represented as the individual and where politics can best disguise itself as human nature” (70). In actively damaging the external façade of their bodies, therefore, the members of Fight Club reject the conservative politics that inscribe themselves on the neatly presented bodies of obedient workers. Fiske also makes reference to the psychoanalytic concept ‘jouissance’ defined as “a moment of pleasure when the body breaks free from social control” (94). Given that Jack describes the experience of Fight Club as defying words, fighting could be read as an experience of jouissance which allows members to escape the dominant system of signification and that momentarily transports these men, if not closer to the ‘truth’, at least further from social constraints. While Fight Club implicates other factors as being responsible for the contemporary demise of masculinity—including the breakdown of the family unit and absentee fathers—Tyler’s address to Fight Club foreshadowing Project Mayhem is perhaps the clearest articulation in Fight Club of the disaffection felt by these men and its alleged cause: I see in Fight Club the strongest and smartest men who have ever lived—an entire generation pumping gas and waiting tables; or they’re slaves with white collars…Advertisements have them chasing cars and clothes, working jobs they hate so they can buy shit they don’t need. We are the middle children of history, with no purpose or place. We have no Great War, or great depression. The great war is a spiritual war. The great depression is our lives. We were raised by television to believe that we’d be millionaires and movie gods and rock stars—but we won’t. And we’re learning that fact. And we’re very, very pissed off. Following this speech, Tyler hands out homework assignments. Tasks include the incitement of violence in the wider community, and the calculated vandalism of billboards, car-yards and public art. Tyler completes his own homework assignment, threatening a convenience store attendant with death unless he takes steps immediately to return to college and pursue his dream. This scene is exemplary of the ideology of ‘following your dream’, a perversion of the capitalist ethos, that pervades Fight Club. While threatening to drive the car they are both in into oncoming traffic, Tyler urges Jack to decide what it is he wants to accomplish before he dies. This appeal to individual fulfilment contradicts the hyper-collective mentality of Project Mayhem, which dictates that members renounce their names, shave their heads, wear identical black clothing and immerse themselves in dogma: “You are not special. You are not a beautiful and unique snowflake.” Tyler’s appeal to Jack to “stop trying to control everything and just let go” is dissonant with the tightly regimented structure of Project Mayhem, complete with teams and committees. The notion of pain as a portal to ‘your true self’ is recalled when Tyler gives Jack a chemical burn. Tyler expounds: Without pain…we’d have nothing…what you’re feeling is premature enlightenment. This is the greatest moment of your life…It’s only after you’ve lost everything that we’re free to do anything. This ideology of abandon, of ‘losing it all,’ is contradicted throughout Fight Club by Tyler’s equal appeal to rules and structure. Furthermore, Jack’s description of the feelings he experienced after fighting—“when the fight was over, nothing was solved, but nothing mattered”—seems to be embracing the converse: if nothing was solved and nothing mattered, surely ‘finding yourself’ is not important. Slavoj Zizek’s consideration of the postmodern individual can stand as a summary of the depiction of subjectivity in Fight Club. Zizek posits a subjectivity that knows no limits, when [t]he inherent obverse of ‘Be your true Self!’ is…the injunction to cultivate permanent refashioning, in accordance with the postmodern postulate of the subject’s indefinite plasticity…in short, extreme individualism reverts to its opposite, leading to the ultimate identity crisis: subjects experience themselves as radically unsure, with no ‘proper face’, changing from one imposed mask to another, since what is behind that mask is ultimately nothing, a horrifying void they are frantically trying to fill in with their compulsive activity… (373) In this sense, the narrative on subjectivity in Fight Club becomes extremely complicated, conflating extreme individualism (“follow your dream”), extreme collectivism (“you are not special”), and an endless shifting from mask to mask to mask (Cornelius—Jack—Tyler…) where no mask is privileged as more authentic than another. Fight Club is fundamentally ambivalent towards all of the issues it would explore. It promotes a discourse of ‘finding yourself’ while simultaneously insisting “you are not a beautiful and unique snowflake.” Does it all simply dissolve into postmodern irony, or does a kernel of significance remain? Beneath the contradictions the message regarding subjectivity seems to be this: the only ‘authentic’ thing about contemporary subjectivity is that at its heart lies a void. Embracing this void, while a bleak prospect, rather than frantically trying to compensate for its absence, is the only authentic gesture that remains. Works Cited Baudrillard, Jean. ‘The Ecstasy of Communication’. 1983. Trans. John Johnston. Postmodern Culture. Ed. Hal Foster. London: Pluto Press, 1990. . Simulations. Trans. Paul Foss, Paul Patton and Philip Beitchman. New York: Semiotext(e), 1983. De Certeau, Michel. The Practice of Everyday Life. 1984. Trans. Stephen Rendall. London: University of California Press, 1988. Deleuze, Gilles and Felix Guattari. A Thousand Plateaus: capitalism and schizophrenia. 1987. Trans. Brian Massumi. Minneapolis: University of Minnesota Press, 2002. Deleuze, Gilles. Negotiations: 1972-1990. New York: Columbia UP, 1995. Fight Club. Dir. David Fincher. Twentieth Century Fox, 1999. Fiske, John. ‘Offensive Bodies and Carnival Pleasures’. Understanding Popular Culture. 1989. London: Routledge, 1996. McLean, Craig. ‘Fuck you Hero.’ Face. #35, December 1999. Zizek, Slavoj. The Ticklish Subject: the Absent Centre of Political Ontology. London: Verso, 1999. Citation reference for this article Substitute your date of access for Dn Month Year etc... MLA Style Greenwood, Kate. "“You are not a beautiful and unique snowflake” " M/C: A Journal of Media and Culture 6.1 (2003). Dn Month Year < http://www.media-culture.org.au/0302/09-snowflake.php>. APA Style Greenwood, K., (2003, Feb 26). “You are not a beautiful and unique snowflake” . M/C: A Journal of Media and Culture, 6,(1). Retrieved Month Dn, Year, from http://www.media-culture.org.au/0302/09-snowflake.html

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

India has one of the world’s highest proportions of plant-based consumers relative to its total population (Sawe). However, the view that India is a predominantly vegetarian nation is likely inaccurate, as recent findings from the 2014 Indian Census indicate that only three in ten Indians self-identity as vegetarian (Census of India). Other studies similarly estimate the prevalence of vegetarianism to range from about 25% (Mintel Global) to about 40% (Euromonitor International; Statista, “Share”), and many Indians are shifting from strict plant-based diets to more flexible versions of plant-based eating (Food and Agriculture Organization of the United Nations). When it comes to meat eating, poultry is the most widely consumed (USDA Foreign Agricultural Service; Organisation for Economic Co-operation and Development). Some claim that the changing consumer landscape is also eroding traditional taboos associated with beef and buffalo meat consumption (Kala; Bansal), with many tending to underreport their meat consumption due to religious and cultural stigmas (Bansal).This change in food choices is driven by several factors, such as increasing urbanisation (Devi et al.), rising disposable incomes (Devi et al.; Rukhmini), globalisation, and cross-cultural influences (Majumdar; Sinha). Today, the urban middle-class is one of India’s fastest growing consumer segments (Wharton School of the University of Pennsylvania), and the rise in the consumption of animal products is primarily occurring in urban India (National Sample Survey Office), making this an important market to investigate.From a global perspective, while many Western nations are increasingly adopting plant-based diets (Eswaran), the growth in meat consumption is predicted to mainly come from emerging markets (OECD/FAO) like India. With these points in mind, the purpose of this study was to explore contemporary eating practices in urban India and to understand how social structures, cultures, and traditions influence these practices. The findings indicate that the key reasons why many are transitioning away from plant-based diets are the rise of new and diverse meat-based foods in urban India, emerging tastes for meat-based cuisines, and meat becoming to be viewed as a status symbol. These factors are further elaborated upon in this article.MethodA key question of this research was “What are eating practices like in urban India today?” The question itself is a challenge, given India’s varied cultures and traditions, along with its myriad eating practices. Given this diversity, the study used an exploratory qualitative approach, where the main mode of data gathering was twenty-five unstructured individual face-to-face interviews, each approximately sixty minutes in duration. The discussions were left largely open to allow participants to share their unique eating practices and reflect on how their practices are shaped by other socio-cultural practices. The research used an iterative study design, which entailed cycles of simultaneous data collection, analysis, and subsequent adaptations made to some questions to refine the emerging theory. Within the defined parameters of the research objectives, saturation was adequately reached upon completion of twenty-five interviews.The sample comprised Mumbai residents aged 23 to 45 years, which is fairly representative given about a third of India’s population is aged under 40 (Central Intelligence Agency). Mumbai was selected as it is one of India’s largest cities (Central Intelligence Agency) and is considered the country’s commercial capital (Raghavan) and multicultural hub (Gulliver). The interviews were conducted at a popular restaurant in downtown Mumbai. The interviews were conducted predominantly in English, as it is India’s subsidiary official language (Central Intelligence Agency) and the participants were comfortable conversing in English. The sample included participants from two of India’s largest religions—Hindus (80%) and Muslims (13%) (Registrar General and Census Commissioner of India), and comprised an even split of males and females.The Market Research Society of India has developed a socio-economic classification (SEC) grid that segments urban households into twelve groups (Market Research Society of India). This segmentation is based on two questions: level of education—from illiteracy to a postgraduate degree—and the ownership of eleven items that range from fairly basic (e.g., electricity connection, gas stove) to relatively sophisticated (e.g., refrigerator, personal computer). As previous qualitative work has found that education levels and disposable incomes can significantly impact one’s ability to make informed and deliberate food choices (Khara), and given meat is a relatively expensive commodity in India (Puskar-Pasewicz), the study focused on the most affluent segments—i.e., SEC A1 and some of SEC A2.It is said that researcher values and predispositions are to some extent inseparable from the research process, and therefore that potential researcher bias must be managed by being self-aware, looking for contradictory data, and being open to different interpretations of the data (Ogden). As the interviewer is a vegan of Indian ethnicity, she attempted to manage researcher bias in several ways. Triangulation of data sources (e.g., interviews, observations, product analysis) helped provide a multi-faceted understanding of the topic (Patton). The discussion guide and findings were also discussed with researchers from different cultural and dietary backgrounds. It is also argued that when a researcher shares the same background as the participants—as was the case in this study—participants may remain silent on certain issues, as they may assume the researcher knows the context and nuances in relation to these issues (McGinn). This arose in some instances as some participants said, “it’s standard stuff you know?” The interviewer hence took an “outsider” role, stating “I’ll need to know what standard stuff is”, so as to reduce any expectation that she ought to understand the social norms, conventions, and cultural practices related to the issue (Leckie). This helped yield more elaborate discussions and greater insight into the topic from the participant’s own unique perspective.The Rise of New and Diverse Meat-based Foods in Urban India Since the early 1990s, which marked the beginning of globalisation in India, urban Indian food culture has undergone a significant change as food imports have been liberalised and international food brands have made their way into the domestic market (Vepa). As a result, India’s major urban centres appear to be witnessing a food revolution:Bombay has become so metropolitan, I mean it always was but it’s so much more in terms of food now … and it’s so tempting. (Female, age 32)The changing food culture has also seen an increase in new dishes, such as a lamb burger stuffed with blue cheese, and the desire to try out exotic meats such as octopus, camel, rabbit, and emu. Many participants described themselves as “food obsessed” and living in a “present and continuous state of food”, where “we finish a meal and we’ve already started discussing our next meal”.In comparison, traditional plant-based foods were seen to have not undergone the same transformation and were described as “boring” and “standard” in comparison to the more interesting and diverse meat-based dishes:a standard restaurant menu, you don’t have all the different leafy vegetables…It’s mostly a few paneer and this or that—and upon that they don’t do much justice to the vegetable itself. It’s the same masala which they mix in it so everything tastes the same to me. So that’s a big difference when you consider meats. If I eat chicken in different preparations it has a different taste, if I have fish each has a different taste. (Male, age 29)If I’m going out and I’m spending, then I’m not going to eat the same thing which I eat at home every day which is veg food ... I will always pick the non-vegetarian option. (Male, age 32)Liberalisation and the transformation of the local media landscape also appears to have encouraged a new form of consumerism (Sinha). One participant described how an array of new TV channels and programmes have opened up new horizons for food:The whole visual attraction of food, getting it into your living room or into your bedroom and showing you all this great stuff … [There are now] kiddie birthdays which are MasterChef birthdays. There are MasterChef team building activities … So food is very big and I think media has had a very, very large role to play in that. (Female, age 40+)In a similar vein, digital media has also helped shape the food revolution. India has the world’s second largest number of Internet users (Statista, Internet) and new technology seems to have changed the way urban Indians interact with food:We are using social sites. We see all the cooking tips and all the recipes. I have a wife and she’s like, “Oh, let’s cook it!” (Male, age 25)I see everything on YouTube and food channels and all that. I really like the presentation, how they just a little they cook the chicken breast. (Female, age 42)Smartphones and apps have also made access to new cuisines easier, and some participants have become accustomed to instant gratification, givendelivery boys who can satisfy your craving by delivering it to you … You order food from “Zomato” at twelve o’clock, one o’clock also. And order from “Sigree” in the morning also nowadays … more delivery options are there in India. (Male, age 30)This may also partially explain the growing popularity of fusion foods, which include meat-based variations of traditional plant-based dishes, such as meat-filled dosas and parathas.Emerging Tastes for Meat-based Cuisines Many highlighted the sensory pleasure derived from meat eating itself, focusing on a broad range of sensory qualities:There’s the texture, there’s the smell, there’s aroma, there’s the taste itself … Now imagine if chicken or beef was as soft as paneer, we probably wouldn’t enjoy it as much. There’s a bit of that pull. (Female, age 32)Some discussed adopting a plant-based diet for health-related reasons but also highlighted that the experience, overall, was short of satisfactory:I was doing one week of GM Diet … one day it was full of fruits, then one day it was full of vegetables. And then in the third day, when it was actually the chicken part, frankly speaking even I enjoyed … you just cannot have veggies everyday. (Female, age 35)Only eating veg, I think my whole mouth was, I think gone bad. Because I really wanted to have something … keema [minced meat]. (Female, age 38)Plant-based foods, in comparison to meat-based dishes, were described as “bland”, “boring”, and lacking in the “umami zing”. Even if cooked in the same spices, plant-based foods were still seen to be wanting:you have chicken curry and soya bean curry made from the same masala … but if you replace meat with some other substitutes, you’re gonna be able to tell the difference ... the taste of meat, I feel, is better than the taste of a vegetable. (Male, age 32)The thing is, vegetarian dishes are bland … They don’t get the feeling of the spices in the vegetarian dish ... So when you are eating something juicy, having a bite, it’s a mouthful thing. Vegetarian dishes are not mouthful. (Male, age 25)At the end of a vegetarian meal … I think that maybe [it is] a lack of fullness … I’m eating less because you get bored after a while. (Female, age 32)Tasting the Forbidden FruitIn India, chicken is considered to be widely acceptable, as pork is forbidden to Muslims and beef is prohibited for Hindus (Devi et al.; Jishnu). However, the desire for new flavours seems to be pushing the boundaries of what is deemed acceptable, as highlighted in the discussion below with a 25-year-old male Muslim participant:Participant: When I go out with my friends then I try new things like bacon.Moderator: Bacon?Participant: Yeah... when I went with my colleagues to this restaurant in Bandra—it’s called Saltwater Cafe. And they had this chicken burger with bacon wrapped on it.Moderator: Okay.Participant: And I didn’t know at the time that it’s bacon … They didn’t tell me what we are having … When I had it, I told them that it’s tasting like different, totally different, like I haven’t had this in my life.Moderator: Yeah.Participant: And when they told me that it’s bacon then, I thought, okay fine. Something new I can have. Now I’m old enough to make my own choices.Similarly, several Hindu participants expressed similar sentiments about beef consumption:One of our friends, he used to have beef. He said this tastes better than chicken so I tried it. (Male, age 30)I ended up ordering beef which I actually would never eat ... But then everyone was like, it’s a must try ... So I start off with eating the gravy and then it entices me. That’s when I go and try the meat. (Female, aged 23)Although studies on meat eating in India are limited, it seems that many prefer to consume meats outside the home (Suresh; Devi et al.), away from the watchful eyes of parents, partners and, in some instances, the neighbours:My dad would say if you want to eat beef or anything have it outside but don’t bring it home. (Male, age 29)One of my friends … he keeps secret from his girlfriend … he come with us and eat [meat] and tell us not to tell her. (Male, age 26)People around have a little bit of a different view towards people eating non-veg in that area—so we wouldn’t openly talk about eating non-veg when somebody from the locality is around. (Female, age 32)Further to this point, some discussed a certain thrill that arose from pushing social boundaries by eating these forbidden meats:feel excited ... it gave me confidence also. I didn’t know ... my own decision. Something that is riskier in my life, which I hadn’t done before. (Male, age 25)Meat as a Status SymbolIn urban India, meat is increasingly considered a status symbol (Roy; Esselborn; Goswami). Similarly, several participants highlighted that meat-based dishes tend to be cooked for special occasions:non-vegetarian meals [at home] were perceived as being more elaborate and more lavish probably as compared to vegetarian meals. (Male, age 34)Dal [a lentil dish] is one of the basic things which we don’t make in the house when you have guests, or when you have an occasion … We usually make biryani…gravies of chicken or mutton. (Female, age 38)Success in urban India tends to be measured through one’s engagement with commodities that hold status-enhancing appeal (Mathur), and this also appears to apply to eating practices. Among meat-eating communities, it was found that serving only plant-based foods on special occasions was potentially seen as “low grade” and not quite socially acceptable:It’s just considered not something special. In fact, you would be judged…they would be like, “Oh my God, they only served us vegetables.” (Female, age 32)If you are basically from a Gujarati family, you are helpless. You have to serve that thing [vegetarian food] ... But if you are a non-vegetarian … if you serve them veg, it looks too low grade. (Female, age 38)In fact, among some families, serving “simple vegetarian food” tended to be associated with sombre occasions such as funerals, where one tends to avoid eating certain foods that give rise to desires, such as meat. This is elaborated upon in the below discussion with a Hindu participant (female, aged 40+):Participant: So an aunt of mine passed away a little over a year ago … traditionally we have this 13 day thing where you eat—We call it “Oshoge”… the khaana [food] is supposed to be neutral.Moderator: The khaana is supposed to be vegetarian?Participant: Yeah, it’s not just vegetarian … You’re supposed to have very simple vegetarian food like boiled food or you know dahi [plain yoghurt] and puffed rice … after a day of that, we were all looking at each other and then my cousin said, “Let me teach you how to fillet fish.” Similarly, a Muslim participant mentioned how serving certain dishes—such as dal, a common vegetarian dish—tends to be reserved for funeral occasions and is therefore considered socially unacceptable for other occasions:I’m calling a guest and I make dal chawal [lentils and rice] okay? They will think, arrey yeh kya yeh mayat ka khaana hai kya? [oh what is this, is the food for a corpse or what]? ... I can make it on that particular day when somebody has died in the family ... but then whenever guest is at home, or there is an occasion, we cannot make dal. (Female, age 38)ConclusionUrban India is experiencing a shift in norms around food choices, as meat-based dishes appear to have become symbolic of the broader changing landscape. Meat is not only eaten for its sensory properties but also because of its sociocultural associations. In comparison, many plant-based foods are perceived as relatively bland and uninteresting. This raises the question of how to make plant-based eating more appealing, both in terms of social significance and sensory enjoyment. In view of the attachment to familiar customs against the backdrop of a rapidly changing urban culture (Sinha; Venkatesh), perhaps plant-based foods could be re-introduced to the urban Indian as a blend of Western novelty and traditional familiarity (Majumdar), thereby representing the “the new along with the old” (Sinha 18), and hence enhancing their status. Given the growing body of research calling for a global shift to a heavily plant-based diet for reasons of health and sustainability (Hertwich et al.; Willett et al.), it is clearly important for future research to examine how to best encourage sustainable consumption via an emphasis on plant-based eating in both the developed world, where meat consumption is currently high, and in the developing world, where meat consumption is rising slowly in some countries—such as India—and more rapidly in others, such as China, Brazil and parts of Sub-Saharan Africa (FAOSTAT).ReferencesBansal, Samarth. “More Indians Eating Beef, Buffalo Meat.” The Hindu 29 Oct. 2016. 29 Mar. 2019 <http://www.thehindu.com/news/national/’More-Indians-eating-beef-buffalo-meat’/article16085248.ece>.Census of India. Sample Registration System Baseline Survey 2014. 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This article explores resilience as it is experienced by refugees in the context of a relational community, visiting the notions of trauma, a thicker description of resilience and the trajectory toward positive growth through community. It calls for going beyond a Western biomedical therapeutic approach of exploration and adopting more of an emic perspective incorporating the worldview of the refugees. The challenge is for service providers working with refugees (who have experienced trauma) to move forward from a ‘harm minimisation’ model of care to recognition of a facilitative, productive community of people who are in a transitional phase between homelands. Contextualising Trauma Prior to the 1980s, the term ‘trauma’ was not widely used in literature on refugees and refugee mental health, hardly existing as a topic of inquiry until the mid-1980’s (Summerfield 422). It first gained prominence in relation to soldiers who had returned from Vietnam and in need of medical attention after being traumatised by war. The term then expanded to include victims of wars and those who had witnessed traumatic events. Seahorn and Seahorn outline that severe trauma “paralyses you with numbness and uses denial, avoidance, isolation as coping mechanisms so you don’t have to deal with your memories”, impacting a person‘s ability to risk being connected to others, detaching and withdrawing; resulting in extreme loneliness, emptiness, sadness, anxiety and depression (6). During the Civil War in the USA the impact of trauma was referred to as Irritable Heart and then World War I and II referred to it as Shell Shock, Neurosis, Combat Fatigue, or Combat Exhaustion (Seahorn & Seahorn 66, 67). During the twenty-five years following the Vietnam War, the medicalisation of trauma intensified and Post Traumatic Stress Disorder (PTSD) became recognised as a medical-psychiatric disorder in 1980 in the American Psychiatric Association international diagnostic tool Diagnostic Statistical Manual (DSM–III). An expanded description and diagnosis of PTSD appears in the DSM-IV, influenced by the writings of Harvard psychologist and scholar, Judith Herman (Scheper-Hughes 38) The Diagnostic and Statistical Manual (DSM-IV) of Mental Disorders (American Psychiatric Association, 2000) outlines that experiencing the threat of death, injury to oneself or another or finding out about an unexpected or violent death, serious harm, or threat of the same kind to a family member or close person are considered traumatic events (Chung 11); including domestic violence, incest and rape (Scheper-Hughes 38). Another significant development in the medicalisation of trauma occurred in 1998 when the Victorian Foundation for Survivors of Torture (VFST) released an influential report titled ‘Rebuilding Shattered Lives’. This then gave clinical practice a clearer direction in helping people who had experienced war, trauma and forced migration by providing a framework for therapeutic work. The emphasis became strongly linked to personal recovery of individuals suffering trauma, using case management as the preferred intervention strategy. A whole industry soon developed around medical intervention treating people suffering from trauma related problems (Eyber). Though there was increased recognition for the medicalised discourse of trauma and post-traumatic stress, there was critique of an over-reliance of psychiatric models of trauma (Bracken, et al. 15, Summerfield 421, 423). There was also expressed concern that an overemphasis on individual recovery overlooked the socio-political aspects that amplify trauma (Bracken et al. 8). The DSM-IV criteria for PTSD model began to be questioned regarding the category of symptoms being culturally defined from a Western perspective. Weiss et al. assert that large numbers of traumatized people also did not meet the DSM-III-R criteria for PTSD (366). To categorize refugees’ experiences into recognizable, generalisable psychological conditions overlooked a more localized culturally specific understanding of trauma. The meanings given to collective experience and the healing strategies vary across different socio-cultural groupings (Eyber). For example, some people interpret suffering as a normal part of life in bringing them closer to God and in helping gain a better understanding of the level of trauma in the lives of others. Scheper-Hughes raise concern that the PTSD model is “based on a conception of human nature and human life as fundamentally vulnerable, frail, and humans as endowed with few and faulty defence mechanisms”, and underestimates the human capacity to not only survive but to thrive during and following adversity (37, 42). As a helping modality, biomedical intervention may have limitations through its lack of focus regarding people’s agency, coping strategies and local cultural understandings of distress (Eyber). The benefits of a Western therapeutic model might be minimal when some may have their own culturally relevant coping strategies that may vary to Western models. Bracken et al. document case studies where the burial rituals in Mozambique, obligations to the dead in Cambodia, shared solidarity in prison and the mending of relationships after rape in Uganda all contributed to the healing process of distress (8). Orosa et al. (1) asserts that belief systems have contributed in helping refugees deal with trauma; Brune et al. (1) points to belief systems being a protective factor against post-traumatic disorders; and Peres et al. highlight that a religious worldview gives hope, purpose and meaning within suffering. Adopting a Thicker Description of Resilience Service providers working with refugees often talk of refugees as ‘vulnerable’ or ‘at risk’ populations and strive for ‘harm minimisation’ among the population within their care. This follows a critical psychological tradition, what (Ungar, Constructionist) refers to as a positivist mode of inquiry that emphasises the predictable relationship between risk and protective factors (risk and coping strategies) being based on a ‘deficient’ outlook rather than a ‘future potential’ viewpoint and lacking reference to notions of resilience or self-empowerment (342). At-risk discourses tend to focus upon antisocial behaviours and appropriate treatment for relieving suffering rather than cultural competencies that may be developing in the midst of challenging circumstances. Mares and Newman document how the lives of many refugee advocates have been changed through the relational contribution asylum seekers have made personally to them in an Australian context (159). Individuals may find meaning in communal obligations, contributing to the lives of others and a heightened solidarity (Wilson 42, 44) in contrast to an individual striving for happiness and self-fulfilment. Early naturalistic accounts of mental health, influenced by the traditions of Western psychology, presented thin descriptions of resilience as a quality innate to individuals that made them invulnerable or strong, despite exposure to substantial risk (Ungar, Thicker 91). The interest then moved towards a non-naturalistic contextually relevant understanding of resilience viewed in the social context of people’s lives. Authors such as Benson, Tricket and Birman (qtd. in Ungar, Thicker) started focusing upon community resilience, community capacity and asset-building communities; looking at areas such as - “spending time with friends, exercising control over aspects of their lives, seeking meaningful involvement in their community, attaching to others and avoiding threats to self-esteem” (91). In so doing far more emphasis was given in developing what Ungar (Thicker) refers to as ‘a thicker description of resilience’ as it relates to the lives of refugees that considers more than an ability to survive and thrive or an internal psychological state of wellbeing (89). Ungar (Thicker) describes a thicker description of resilience as revealing “a seamless set of negotiations between individuals who take initiative, and an environment with crisscrossing resources that impact one on the other in endless and unpredictable combinations” (95). A thicker description of resilience means adopting more of what Eyber proposes as an emic approach, taking on an ‘insider perspective’, incorporating the worldview of the people experiencing the distress; in contrast to an etic perspective using a Western biomedical understanding of distress, examined from a position outside the social or cultural system in which it takes place. Drawing on a more anthropological tradition, intervention is able to be built with local resources and strategies that people can utilize with attention being given to cultural traditions within a socio-cultural understanding. Developing an emic approach is to engage in intercultural dialogue, raise dilemmas, test assumptions, document hopes and beliefs and explore their implications. Under this approach, healing is more about developing intelligibility through one’s own cultural and social matrix (Bracken, qtd. in Westoby and Ingamells 1767). This then moves beyond using a Western therapeutic approach of exploration which may draw on the rhetoric of resilience, but the coping strategies of the vulnerable are often disempowered through adopting a ‘therapy culture’ (Furedi, qtd. in Westoby and Ingamells 1769). Westoby and Ingamells point out that the danger is by using a “therapeutic gaze that interprets emotions through the prism of disease and pathology”, it then “replaces a socio-political interpretation of situations” (1769). This is not to dismiss the importance of restoring individual well-being, but to broaden the approach adopted in contextualising it within a socio-cultural frame. The Relational Aspect of Resilience Previously, the concept of the ‘resilient individual’ has been of interest within the psychological and self-help literature (Garmezy, qtd. in Wilson) giving weight to the aspect of it being an innate trait that individuals possess or harness (258). Yet there is a need to explore the relational aspect of resilience as it is embedded in the network of relationships within social settings. A person’s identity and well-being is better understood in observing their capacity to manage their responses to adverse circumstances in an interpersonal community through the networks of relationships. Brison, highlights the collective strength of individuals in social networks and the importance of social support in the process of recovery from trauma, that the self is vulnerable to be affected by violence but resilient to be reconstructed through the help of others (qtd. in Wilson 125). This calls for what Wilson refers to as a more interdisciplinary perspective drawing on cultural studies and sociology (2). It also acknowledges that although individual traits influence the action of resilience, it can be learned and developed in adverse situations through social interactions. To date, within sociology and cultural studies, there is not a well-developed perspective on the topic of resilience. Resilience involves a complex ongoing interaction between individuals and their social worlds (Wilson 16) that helps them make sense of their world and adjust to the context of resettlement. It includes developing a perspective of people drawing upon negative experiences as productive cultural resources for growth, which involves seeing themselves as agents of their own future rather than suffering from a sense of victimhood (Wilson 46, 258). Wilson further outlines the display of a resilience-related capacity to positively interpret and derive meaning from what might have been otherwise negative migration experiences (Wilson 47). Wu refers to ‘imagineering’ alternative futures, for people to see beyond the current adverse circumstances and to imagine other possibilities. People respond to and navigate their experience of trauma in unique, unexpected and productive ways (Wilson 29). Trauma can cripple individual potential and yet individuals can also learn to turn such an experience into a positive, productive resource for personal growth. Grief, despair and powerlessness can be channelled into hope for improved life opportunities. Social networks can act as protection against adversity and trauma; meaningful interpersonal relationships and a sense of belonging assist individuals in recovering from emotional strain. Wilson asserts that social capabilities assist people in turning what would otherwise be negative experiences into productive cultural resources (13). Graybeal (238) and Saleeby (297) explore resilience as a strength-based practice, where individuals, families and communities are seen in relation to their capacities, talents, competencies, possibilities, visions, values and hopes; rather than through their deficiencies, pathologies or disorders. This does not present an idea of invulnerability to adversity but points to resources for navigating adversity. Resilience is not merely an individual trait or a set of intrinsic behaviours that can be displayed in ‘resilient individuals’. Resilience, rather than being an unchanging attribute, is a complex socio-cultural phenomenon, a relational concept of a dynamic nature that is situated in interpersonal relations (Wilson 258). Positive Growth through a Community Based Approach Through migrating to another country (in the context of refugees), Falicov, points out that people often experience a profound loss of their social network and cultural roots, resulting in a sense of homelessness between two worlds, belonging to neither (qtd. in Walsh 220). In the ideological narratives of refugee movements and diasporas, the exile present may be collectively portrayed as a liminality, outside normal time and place, a passage between past and future (Eastmond 255). The concept of the ‘liminal’ was popularised by Victor Turner, who proposed that different kinds of marginalised people and communities go through phases of separation, ‘liminali’ (state of limbo) and reincorporation (qtd. in Tofighian 101). Difficulties arise when there is no closure of the liminal period (fleeing their former country and yet not being able to integrate in the country of destination). If there is no reincorporation into mainstream society then people become unsettled and feel displaced. This has implications for their sense of identity as they suffer from possible cultural destabilisation, not being able to integrate into the host society. The loss of social supports may be especially severe and long-lasting in the context of displacement. In gaining an understanding of resilience in the context of displacement, it is important to consider social settings and person-environment transactions as displaced people seek to experience a sense of community in alternative ways. Mays proposed that alternative forms of community are central to community survival and resilience. Community is a source of wellbeing for building and strengthening positive relations and networks (Mays 590). Cottrell, uses the concept of ‘community competence’, where a community provides opportunities and conditions that enable groups to navigate their problems and develop capacity and resourcefulness to cope positively with adversity (qtd. in Sonn and Fisher 4, 5). Chaskin, sees community as a resilient entity, countering adversity and promoting the well-being of its members (qtd. in Canavan 6). As a point of departure from the concept of community in the conventional sense, I am interested in what Ahmed and Fortier state as moments or sites of connection between people who would normally not have such connection (254). The participants may come together without any presumptions of ‘being in common’ or ‘being uncommon’ (Ahmed and Fortier 254). This community shows little differentiation between those who are welcome and those who are not in the demarcation of the boundaries of community. The community I refer to presents the idea as ‘common ground’ rather than commonality. Ahmed and Fortier make reference to a ‘moral community’, a “community of care and responsibility, where members readily acknowledge the ‘social obligations’ and willingness to assist the other” (Home office, qtd. in Ahmed and Fortier 253). Ahmed and Fortier note that strong communities produce caring citizens who ensure the future of caring communities (253). Community can also be referred to as the ‘soul’, something that stems out of the struggle that creates a sense of solidarity and cohesion among group members (Keil, qtd. in Sonn and Fisher 17). Often shared experiences of despair can intensify connections between people. These settings modify the impact of oppression through people maintaining positive experiences of belonging and develop a positive sense of identity. This has enabled people to hold onto and reconstruct the sociocultural supplies that have come under threat (Sonn and Fisher 17). People are able to feel valued as human beings, form positive attachments, experience community, a sense of belonging, reconstruct group identities and develop skills to cope with the outside world (Sonn and Fisher, 20). Community networks are significant in contributing to personal transformation. Walsh states that “community networks can be essential resources in trauma recovery when their strengths and potential are mobilised” (208). Walsh also points out that the suffering and struggle to recover after a traumatic experience often results in remarkable transformation and positive growth (208). Studies in post-traumatic growth (Calhoun & Tedeschi) have found positive changes such as: the emergence of new opportunities, the formation of deeper relationships and compassion for others, feelings strengthened to meet future life challenges, reordered priorities, fuller appreciation of life and a deepening spirituality (in Walsh 208). As Walsh explains “The effects of trauma depend greatly on whether those wounded can seek comfort, reassurance and safety with others. Strong connections with trust that others will be there for them when needed, counteract feelings of insecurity, hopelessness, and meaninglessness” (208). Wilson (256) developed a new paradigm in shifting the focus from an individualised approach to trauma recovery, to a community-based approach in his research of young Sudanese refugees. Rutter and Walsh, stress that mental health professionals can best foster trauma recovery by shifting from a predominantly individual pathology focus to other treatment approaches, utilising communities as a capacity for healing and resilience (qtd. in Walsh 208). Walsh highlights that “coming to terms with traumatic loss involves making meaning of the trauma experience, putting it in perspective, and weaving the experience of loss and recovery into the fabric of individual and collective identity and life passage” (210). Landau and Saul, have found that community resilience involves building community and enhancing social connectedness by strengthening the system of social support, coalition building and information and resource sharing, collective storytelling, and re-establishing the rhythms and routines of life (qtd. in Walsh 219). Bracken et al. suggest that one of the fundamental principles in recovery over time is intrinsically linked to reconstruction of social networks (15). This is not expecting resolution in some complete ‘once and for all’ getting over it, getting closure of something, or simply recovering and moving on, but tapping into a collective recovery approach, being a gradual process over time. Conclusion A focus on biomedical intervention using a biomedical understanding of distress may be limiting as a helping modality for refugees. Such an approach can undermine peoples’ agency, coping strategies and local cultural understandings of distress. Drawing on sociology and cultural studies, utilising a more emic approach, brings new insights to understanding resilience and how people respond to trauma in unique, unexpected and productive ways for positive personal growth while navigating the experience. This includes considering social settings and person-environment transactions in gaining an understanding of resilience. Although individual traits influence the action of resilience, it can be learned and developed in adverse situations through social interactions. Social networks and capabilities can act as a protection against adversity and trauma, assisting people to turn what would otherwise be negative experiences into productive cultural resources (Wilson 13) for improved life opportunities. The promotion of social competence is viewed as a preventative intervention to promote resilient outcomes, as social skill facilitates social integration (Nettles and Mason 363). As Wilson (258) asserts that resilience is not merely an individual trait or a set of intrinsic behaviours that ‘resilient individuals’ display; it is a complex, socio-cultural phenomenon that is situated in interpersonal relations within a community setting. References Ahmed, Sara, and Anne-Marie Fortier. “Re-Imagining Communities.” International of Cultural Studies 6.3 (2003): 251-59. Bracken, Patrick. J., Joan E. Giller, and Derek Summerfield. Psychological Response to War and Atrocity: The Limitations of Current Concepts. Elsevier Science, 1995. 8 Aug, 2013 ‹http://www.freedomfromtorture.org/sites/default/files/documents/Summerfield-PsychologicalResponses.pdf>. Brune, Michael, Christian Haasen, Michael Krausz, Oktay Yagdiran, Enrique Bustos and David Eisenman. “Belief Systems as Coping Factors for Traumatized Refugees: A Pilot Study.” Eur Psychiatry 17 (2002): 451-58. Canavan, John. “Resilience: Cautiously Welcoming a Contested Concept.” Child Care in Practice 14.1 (2008): 1-7. Chung, Juna. Refugee and Immigrant Survivors of Trauma: A Curriculum for Social Workers. Master’s Thesis for California State University. Long Beach, 2010. 1-29. Eastmond, Maria. “Stories of Lived Experience: Narratives in Forced Migration Research.” Journal of Refugee Studies 20.2 (2007): 248-64. Eyber, Carola “Cultural and Anthropological Studies.” In Forced Migration Online, 2002. 8 Aug, 2013. ‹http://www.forcedmigration.org/research-resources/expert-guides/psychosocial- issues/cultural-and-anthropological-studies>. Graybeal, Clay. “Strengths-Based Social Work Assessment: Transforming the Dominant Paradigm.” Families in Society 82.3 (2001): 233-42. Kleinman, Arthur. “Triumph or Pyrrhic Victory? The Inclusion of Culture in DSM-IV.” Harvard Rev Psychiatry 4 (1997): 343-44. Mares, Sarah, and Louise Newman, eds. Acting from the Heart- Australian Advocates for Asylum Seekers Tell Their Stories. Sydney: Finch Publishing, 2007. Mays, Vicki M. “Identity Development of Black Americans: The Role of History and the Importance of Ethnicity.” American Journal of Psychotherapy 40.4 (1986): 582-93. Nettles, Saundra Murray, and Michael J. Mason. “Zones of Narrative Safety: Promoting Psychosocial Resilience in Young People.” The Journal of Primary Prevention 25.3 (2004): 359-73. Orosa, Francisco J.E., Michael Brune, Katrin Julia Fischer-Ortman, and Christian Haasen. “Belief Systems as Coping Factors in Traumatized Refugees: A Prospective Study.” Traumatology 17.1 (2011); 1-7. Peres, Julio F.P., Alexander Moreira-Almeida, Antonia, G. Nasello, and Harold, G. Koenig. “Spirituality and Resilience in Trauma Victims.” J Relig Health (2006): 1-8. Saleebey, Dennis. “The Strengths Perspective in Social Work Practice: Extensions and Cautions.” Social Work 41.3 (1996): 296-305. Scheper-Hughes, Nancy. “A Talent for Life: Reflections on Human Vulnerability and Resilience.” Ethnos 73.1 (2008): 25-56. Seahorn, Janet, J. and Anthony E. Seahorn. Tears of a Warrior. Ft Collins, USA: Team Pursuits, 2008. Sonn, Christopher, and Adrian Fisher. “Sense of Community: Community Resilient Responses to Oppression and Change.” Unpublished article. Curtin University of Technology & Victoria University of Technology: undated. Summerfield, Derek. “Childhood, War, Refugeedom and ‘Trauma’: Three Core Questions for Medical Health Professionals.” Transcultural Psychiatry 37.3 (2000): 417-433. Tofighian, Omid. “Prolonged Liminality and Comparative Examples of Rioting Down Under”. Fear and Hope: The Art of Asylum Seekers in Australian Detention Centres Literature and Aesthetics (Special Edition) 21 (2011): 97-103. Ungar, Michael. “A Constructionist Discourse on Resilience: Multiple Contexts, Multiple Realities Among at-Risk Children and Youth.” Youth Society 35.3 (2004): 341-365. Ungar, Michael. “A Thicker Description of Resilience.” The International Journal of Narrative Therapy and Community Work 3 & 4 (2005): 85-96. Walsh, Froma. “Traumatic Loss and Major Disasters: Strengthening Family and Community Resilience.” Family Process 46.2 (2007): 207-227. Weiss, Daniel. S., Charles R. Marmar, William. E. Schlenger, John. A. Fairbank, Kathleen Jordon, Richard L. Hough, and Richard A. Kulka. “The Prevalence of Lifetime and Partial Post- Traumatic Stress Disorder in Vietnam Theater Veterans.” Journal of Traumatic Stress 5.3 (1992):365-76. Westoby, Peter, and Ann Ingamells. “A Critically Informed Perspective of Working with Resettling Refugee Groups in Australia.” British Journal of Social Work 40 (2010): 1759-76. Wilson, Michael. “Accumulating Resilience: An Investigation of the Migration and Resettlement Experiences of Young Sudanese People in the Western Sydney Area.” PHD Thesis. University of Western Sydney ( 2012): 1-297. Wu, K. M. “Hope and World Survival.” Philosophy Forum 12.1-2 (1972): 131-48.

In a TEXT essay in 2004, Philip Edmonds wrote about the publication prospects of graduates of creative writing programs. He depicted the publishing industry of the 1970s and 1980s as a field driven by small presses and literary journals, and lamented the dearth of these publications in today’s industry. Edmonds wrote that our creative writing programs as they stand today are under-performing as they do not deliver on the prime goal of most students: publication. “Ultimately,” he wrote, “creative writing programs can only operate to their full potential alongside an expanding and vibrant publishing culture” (1). As a creative writing and publishing lecturer myself, and one who teaches in the field of publishing and editing, this anxiety rings quite true. I am inherently interested in the creation of a strong and vibrant publishing industry so that promising students and graduates might get the most out of their degrees. As the popularity of creative writing programs grows, what relationships are being formed between writing programs and the broader publishing industry? Furthermore, does a role and responsibility exist for universities themselves to foster the publication of the emerging writers they train? Edmonds argued that the answer could be found not in universities, but in state writers’ centres. He advocated a policy whereby universities and the Australia Council funded the production of literary magazines through state writers’ centres, resulting in a healthier publishing marketplace for creative writing graduates (6). This paper offers a second alternative to this plan, arguing that university presses can play a role in the development of a healthier Australian publishing industry. To do so, it cites three examples of university press interactions with both the broad writing and publishing industry, and more specifically, with creative writing programs. The paper uses these examples—University of Queensland Press, University of Western Australia Press, and Giramondo Publishing (UWS)—in order to begin a broader conversation regarding the role universities can play in the writing and publishing industry. Let us begin by thinking about the university and its traditional role in the development of literature. The university can be thought of as a multi-functional literary institution. This is not a new concept: for centuries, there has been an integral link between the book trade and the university, with universities housing “stationers, scribes, parchment makers, paper makers, bookbinders, and all those associated with making books” (Clement 317). In universities today, we see similar performances of the various stages of literary production. We have students practising creative writing in both undergraduate and postgraduate coursework programs. We have the editing of texts and mentoring of writers through postgraduate creative writing supervision. We have the distribution of texts through sales from university bookshops, and the mass storage and loans of texts in university libraries. And we have the publication of texts through university presses.This point of literary production, the publication of texts through university presses, has traditionally been preoccupied with the publication of scholarly work. However, a number of movements within the publishing industry towards the end of the twentieth century resulted in some university presses shifting their objectives to incorporate trade publishing. The globalization of the publishing industry in the early 1990s led to a general change in the decision-making process of mainstream publishers, where increasingly, publishers looked at the commercial viability of texts rather than their cultural value. These movements, defined by the takeover of many publishing houses by media conglomerates, also placed significant financial pressure on smaller publishers, who struggled to compete with houses now backed by significantly increased fiscal strength. While it is difficult to make general statements about university presses due to their very particular nature, one can read a trend towards trade publishing by a number of university presses in an attempt to alleviate some of these financial pressures. This shift can be seen as one interaction between the university and the broader creative writing discipline. However, not all university presses waited until the financial pressures of the 1990s to move to trade publishing. For some presses, their trade lists have played a significant role in defining their relationship with literary culture. One such example in the Australian landscape is University of Queensland Press. UQP was founded in 1948, and subsisted as purely a scholarly publisher until the 1960s. Its first movements into trade publishing were largely through poetry, originally publishing traditional hardback volumes before moving into paperback, a format considered both innovative and risky at the time. David Malouf found an early home at UQP, and has talked a number of times about his relationship with the press. His desire to produce a poetry format which appealed to a new type of audience spawned the press’s interest in trade publishing. He felt that slim paperback volumes would give poetry a new mass market appeal. On a visit to Brisbane in 1969 I went to talk to Frank Thompson (general manager) at the University of Queensland Press… I told him that I did have a book but that I also had a firm idea of the kind of publication I wanted: a paperback of 64 pages that would sell for a dollar. Frank astonished me by saying … that if his people told him it was financially viable he would do it. He picked up the phone, called in his production crew … and after a quarter of an hour of argument and calculations they came up with the unit cost of, I think, twenty-three cents. ‘Okay, mate,’ Frank told me, ‘you’re on.’ I left with a firm undertaking and a deadline for delivery of the manuscript. (Malouf 72-73) That book of poetry, Bicycle and Other Poems, was Malouf’s first solo volume. It appeared in bookstores in 1970 alongside other slim volumes by Rodney Hall and Michael Dransfield, two men who would go on to become iconic Brisbane poets. Together, these three bold experiments in paperback poetry publishing sold a remarkable 7,000 copies and generated these sales without school or university adoptions, and without any Commonwealth Literary Fund assistance, either. UQP went on to publish 159 new titles of poetry between 1968 and 1996, becoming a significant player in the Australian literary landscape. Through University of Queensland Press’s poetry publishing, we see a way of how the university can interact with the broader writing and publishing industry. This level of cohesion between the publishing house and the industry became one of the distinguishing features of the press in this time. UQP garnered a reputation for fostering Australian writing talent, launching the careers of a generation of Australian authors. Elizabeth Jolley, Roger McDonald, Beverley Farmer, Thea Astley, Janette Turner Hospital, and Peter Carey all found their first home at the press. The university’s publishing house was at the forefront of Australian literary development at a time when Australia was beginning to blossom, culturally, as a nation. What this experience shows is the cultural importance and potential cultural benefit of a high level of cohesion between the university press and the broader writing and publishing industry. UQP has also sought to continue a high level of social cohesion with the local community. The press is significant in that it inhabits a physical space, the city of Brisbane, which is devoid of any other significant trade publishers. In this sense, UQP, and by association, the University of Queensland, has played a leading role in the cultural and literary development of the city. UQP continues to sponsor events such as the Brisbane Writers Festival, and publishes the winning manuscript for the Emerging Queensland Author award at the annual Queensland Premier’s Literary Awards. Another point of interest in this relationship between the press and the university at University of Queensland can be seen in the relationship between UQP and some of the staff in the university’s creative writing department. Novelist, Dr Venero Armanno, senior lecturer in the creative writing program at UQ, shifted from a major international publisher back to his employer’s publishing house in 2007. Armanno’s move to the press was coupled with the appointment at UQP of another University of Queensland creative writing senior lecturer, Dr Bronwyn Lea, as poetry editor (Lea has recently left this post). This sort of connection shapes the public face of creative writing within the university, and heightens the level of cohesion between creative writing programs and university publishing. The main product of this interaction is, perhaps, the level of cohesion between university press and creative writing faculty that the relationship outwardly projects. This interaction leads us to question whether more formal arrangements for the cohesion between creative writing departments and university presses can be put in place. Specifically, the two activities beg the question: why can’t university publishers who publish trade fiction make a commitment to publish work that comes out of their own creative writing programs, and particularly, work out of their research higher degrees? The short answer to this seems to be caught up in the differing objectives of university presses and creative writing programs. The matter is not as cut-and-dry as a press wanting to publish good manuscripts, and a creative writing program, through its research by creative practice, providing that work. A number of issues get in the way: quality of manuscripts, editorial direction of press, areas of specialisation of creative writing faculty, flow of numbers through creative writing programs, to name a few. University of Western Australia Publishing recently played with the idea of how these two elements of creative writing within the university, manuscript production and trade publishing, could work together. UWA Publishing was established in 1935 as UWA Press (the house changed its name to UWA Publishing in 2009). Like University of Queensland Press, the house provides an important literary and cultural voice in Perth, which is not a publishing hub on the scale of Sydney or Melbourne. In 2005, the press, which had a tradition as a strong scholarly publisher and emerging trade publisher, announced a plan to publish a new series of literary fiction written by students in Australian creative writing courses. This was a new idea for UWA Publishing, as the house had previously only published scholarly work, along with natural history, history and children’s books.UWA Publishing fiction series editor Terri-Ann White said that the idea behind the series was to use creative writing postgraduate degrees as a “filter” to get the best emerging writing in Australia.There’s got to be something going for a student writer working with an experienced supervisor with all of the resources of a university. There’s got to be an edge to that kind of enterprise. (In Macnamara 3) As this experiment began in 2005, the result of the press’s doctrine is still unclear. However, it could be interesting to explore the motivations behind the decision to focus fiction publishing on postgraduate student work. Many presses publish student work—N.A. Bourke’s The Bone Flute and Julienne van Loon’s Road Story come to mind as two examples of successful work produced in a creative writing program—but few houses advertise where the manuscript has come from. This is perhaps because of the negative stigma that goes along with student work, that the writing is underdeveloped or, perhaps, formulaic, somehow over-influenced by its supervisor or home institution. UWA Publishing’s decision to take fiction solely from the pool of postgraduate writers is a bold one, and can be seen perhaps as noble by those working within the walls of the university. Without making any assumptions about the sales success of the program, the decision does shape the way in which the press is seen in the broader writing and publishing industry. We can summise from the decision that the list will have a strong literary focus, that the work will be substantial and well-researched, to the point where it could contribute to the bulk of a Masters degree by research, or PhD. The program would also appear to appeal to writing students within the university, all of whom go through their various degrees being told how difficult publication can be for first time writers. Another approach to the relationship between university presses and the broader writing and publishing industry can be seen at the University of Western Sydney. UWS founded a group in 2005 called the Writing and Society Research Group. The group manages the literary journal Heat Magazine and the Giramondo book imprint. Giramondo Publishing was established in 1995 with “the aim of publishing quality creative and interpretative writing by Australian authors”. It states its objectives as seeking to “build a common ground between the academy and the marketplace; to stimulate exchange between Australian writers and readers and their counterparts overseas; and to encourage innovative and adventurous work that might not otherwise find publication because of its subtle commercial appeal” ("Giramondo History"). These objectives demonstrate an almost utopian idea of engaging with the broader writing and publishing industry—here we have a university publisher actively seeking to publish inventive and original work, the sort of work which might be overlooked by other publishers. This philosophical approach indicates the gap which university presses (in an ideal world) would fill in the publishing industry. With the financial support of the university (and, in the case of Giramondo and others, funding bodies such as the Australia Council), university presses can be in a unique position to uphold more traditional literary values. They can focus on the cultural value of books, rather than their commercial potential. In this way, the Writing and Society Research Group at UWS demonstrates a more structural approach to the university’s engagement with the publishing industry. It engages with the industry as a stakeholder of literary values, fulfilling one of the roles of the university as a multi-functional literary institution. It also seeks directly to foster the work of new and emerging writers. Not all universities and university presses will have the autonomy or capacity to act in such a way. What is necessary is constant thought, debate and action towards working out how the university press can be a dynamic and relevant industry player. References Clement, Richard. “Cataloguing Medieval and Renaissance Manuscripts.” The Library Quarterly 55 (1985): 316-326. Edmonds, Philip. “Respectable or Risqué: Creative Writing Programs in the Marketplace.” TEXT 8.1 (2004). 27 Jan. 2010 < http://www.textjournal.com.au/april04/edmonds.htm >. “Giramondo History.” Giramondo Publishing. 27 Jan. 2010 < http://www.giramondopublishing.com/history >. Greco, Albert N., Clara E. Rodriguez, and Robert M. Wharton. The Culture and Commerce of Publishing in the 21st Century. Stanford: Stanford Business Books, 2007. Macnamara, Lisa. “Big Break for Student Writers.” The Australian 2 Nov. 2005: Features 3. Malouf, David. In Munro, Craig, ed. UQP: The Writer’s Press: 1948 – 1998. St Lucia: University of Queensland Press, 1998.

IntroductionPeople say, “don’t you ever want to come off?” I don’t know. The thought of me getting up without taking something is totally... to me that’s normal. If I haven’t taken anything then I’m not normal. And for me to even, I can’t contemplate not taking something, you know. I’m not a lost cause. I know what my problem is. It’s other people that want me to stop. I don’t want to stop. I don’t want to. Does that make sense to you? (Mya)This extract is taken from an interview that formed part of my doctoral research looking at people’s experiences of injecting drug use and treatment services in London, UK. Here I consider one of the ways participants described their use of drugs through a concept of becoming “normal.” I pay particular attention to Mya’s account and explore the very sense-making that her question (above) demands. Mya uses the concept of normality not only to reflect how drugs have become part of her everyday routines, or part of feeling normal, but actually in materially becoming herself—in embodying a “normal body.” As she puts it, “if I haven’t taken anything then I am not normal.” In this sense, Mya’s problem is not the drugs, but the people who want her to stop taking them. This understanding is important for challenging recent policy shifts towards reducing opiate replacement/substitution services in the UK (HM Government; Home Office).Methods The study took place from January to September 2014, and included participant observation at a drug treatment service, interviews with service providers, and “creative” interviews with people who inject drugs. The project was granted ethical approval by the London School of Hygiene and Tropical Medicine Ethics Committee and the NHS Regional Ethics Committee. All participants were given pseudonyms.The creative interview is a term coined by Jennifer Mason to describe an in-depth semi-structured interview which produces additional types of data beyond the spoken word. The method was employed to explore participants’ feelings of embodiment as enacted in the drug-using “event.” I used a body mapping (drawing) task in these interviews to aid the communication of hard-to-articulate visceral experiences and depict the many actors, human and nonhuman, involved. (For a fuller explanation of the “events” perspective and methods taken in this study, please see Dennis 2016.) Below, I draw both from Mya’s narrative and her pictorial account.Becoming “Normal” with DiamorphineMya is a 52-year-old woman who was recruited to the study through word of mouth. She attended a supervised injecting clinic where another participant informed her about the study. The purpose of this clinic is to prescribe injectable diamorphine (pharmaceutical heroin) for clients to administer under supervised conditions. This unique service is specifically targeted at people who have previously struggled with the more orthodox opiate substitution treatments, such as methadone and buprenorphine. Mya explained that she had a long history of using street heroin, but in the last ten years has been injecting legally and has also illegally sought diamorphine. Mya’s drug use had become very hard to sustain financially, both in paying for private prescriptions and in the illegal drugs market, and therefore she wanted a prescription through the National Health Service. She was told that this was only possible through this clinic. However, the clinic’s intention was always to reduce this consumption, which Mya did not want to accept. This is because, as she explained, without drugs she is “not normal.”A rhetoric of “normality,” as deployed in the drug field, has taken two dominant paths. The first is in Parker et al.’s “normalisation thesis,” which documents a move during the 1990s when drug use, albeit “recreational drug use,” became increasingly common. A concept of “normalisation” is used to explain this social shift in acceptability towards drug taking. The second lies in a Foucauldian-influenced embodied idea of performing normality in line with dominant neoliberal discourses. For example, Nettleton et al.’s study with recovering heroin users employs a concept of “normalisation” to explore the ways in which people talk about regaining certain bodily practices to fit in with “the norm.” Using the work of Michel Foucault, and his concept of governmentality more specifically, Nettleton et al. argue that “normalisation” is “a crucial aspect of neo-liberal societies, where individuals are encouraged through [decentralised] political projects to become normal: ‘the judges of normality are everywhere’ (Foucault, 1977)” (175). Although there are vast differences, both these accounts seem to share an understanding of normality as a socially or discursively produced set of practices.However, Mya’s narrative of becoming normal seems to be doing something different. She highlights how she becomes normal with drugs in a way that suggests that without drugs she is not normal. This highlights the material work involved in achieving this “normal” state. It is clear that being normal is something we do (both theories above consider normal behaviour as performative) rather than it being pre-defined. But for Mya this is enacted in an ontological rather than learnt way as she connects with drugs. To know normality—“to me that’s normal”—and to be normal—“if I haven’t taken anything then I’m not normal”—are conflated. Karen Barad, in her theory of agential realism, would call this an intra-action rather than an inter-action, where what we know (epistemology) and what is (ontology) collide, or rather elide. It is in these entanglements of matter and meaning that Mya becomes normal. Mya’s narrative highlights the human body as an assemblage (Deleuze and Guattari) in which drugs have become a part. In this sense, drugs can be seen as part of this embodied self rather than separate. Consequently, Mya’s account is about more than how her body interacts with drugs, but rather how they become together. Drawing from Deleuze’s ontology of becoming, this is the idea that life does not start with any given entities or organisms, but that these forms are brought into being through the forces of life, and as such they are in a constant state of flux, becoming something else.This can challenge ideas of “recovery” (e.g. Home Office) where people are expected to remove themselves from drugs in order to regain their “normal” self. If one’s “normal” includes drugs this calls into question the very attempt to de-couple an entangled relationship that, as another participant put it, “has been a long time in the making” (my emphasis). Therefore, it is perhaps not surprising that Mya explains with a heavy heart that she is feeling substantial pressure to reduce her prescription. She feels the clinic staff fail to understand how drugs are part of her and what constitutes her “normal.” Thus, as she sees it, her “problem” is not the drugs themselves, but the people who want her to stop taking them. Mya’s frustrations start to make more sense—to return to the question in the epigraph—when we think about the body as something we do, involved in a constant task of keeping oneself together.Keeping Oneself TogetherOne does not hang together as a matter of course: keeping oneself together is something the embodied person needs to do. The person who fails to do so dies. (Mol and Law 43)Mol and Law argue that bodies are not something we have but something we do, and that bodies are actively held together through a series of practices. For instance, in their example of hypoglycaemia, a pin prick of blood needs to be taken for the condition to be known, and then counteracted by eating a sugary substance (49). Thinking about Mya’s account of becoming normal in these terms, drugs, instead of being seen as “evil” objects of misuse, can, for Mya at least, be part of this vital (life) project of keeping oneself together. This thoroughly blurs the distinctions between “good” medicine (life sustaining/enhancing) and “bad” drugs of abuse (life destroying). Following a Deleuzian understanding of the human body as an assemblage, making the body “actualise” as one is a process of life: “‘A’ or ‘a’ (one) is always the index of a multiplicity: an event, a singularity, a life...” (Deleuze 388). As such, making bodily boundaries becomes essential. For Mya, drugs are part of this individualisation process in quite overt ways. For example, in her body map (Figure 1) she drew a picture of herself inside a cloud, with voices shouting inwards, penetrating the barrier from outside. About these she said, they are “shouting at me,” “telling me what to do,” and “what’s best for me.” But she was at pains to point out that the depicted cloud is not about representing a pleasurable or disassociated feeling, but more to do with blocking out these intruding voices telling her how to live her life so that they “can’t get to me”:Mya: That makes it sound like the drug makes me feel like I’m in a cloud, it doesn’t, cos I just feel normal, it just helps me to, to deal with things better, it helps me to get less stressful, does that make sense?Author: Normal?Mya: YeahAuthor: So if you haven’t had it, you feel more on edge?Mya: I’m a complete nervous wreck. I’ll be jumping everywhere, you know, if someone opens the window of a bus and I’m jumping.Figure 1: Mya’s Body MapFor Mya, then, her drug use is not about pleasure, or pain for that matter, but about something altogether more vital: it is about keeping together in a stressful, invasive world, to “deal with things better.” It seems that Mya’s drawing—through which she was asked to depict her feelings when using drugs—is about trying to hold the permeable, leaky body together. For the injecting body, which regularly incorporates and excorporates drugs, is an active/metabolic body:The active body has semi-permeable boundaries [...] inside and outside are not so stable. Metabolism, after all, is about eating, drinking and breathing; about defecating, urinating and sweating. For a metabolic body incorporation and excorporation are essential. (Mol and Law 54)A similar argument is made by Vitellone, citing Keane:Heroin is not separate from but becomes central to the body, selfhood, and processes of individualization. Thus according to Keane “a drug is something external that becomes internalized, blurring the distinction between not only inside/outside but also self/other”. (166; see also Keane)In Mya’s drawing and account, drugs are intimately involved in the task of individuating—in making clear boundaries between her and the world. In this sense, her drawing of a cloud can be seen almost like an extra layer of skin.This also occurs in the accounts of two other participants. One female participant commented on how, without drugs, she does not feel herself, to the point that she said, “I don’t want to be in my own skin.” And a male participant also used similar language to note that without heroin (even though he is prescribed methadone, an opiate substitute) he can feel “disembodied”:Everything is all “oh oh” [he makes sounds and body movements to show a fear of things getting too close] like that, everything is like right, like if you’re trying to walk around the streets and it’s just like you can’t handle busy high streets and you know busy like tubes and ...In these accounts, drugs are playing a key role in this boundary work, that is, in enacting the body as One. This resonates strongly with Donna Haraway’s idea of individualisation as “a strategic defense problem” (212). This is the idea that the individual body is not something we are born with, but something we strive towards. Haraway argues that “bodies have become cyborgs,” where “the cyborg is text, machine, body, and metaphor” (212). Mya takes great care in making sure that I have understood this process of boundary-making, which is essential to the cyborg, and on several occasions checks back with me to confirm that she is making sense. She gives the impression that she has been explaining these feelings for years, but still does not feel fully understood. This is perhaps why she seems so thrilled when she feels I have finally got a handle on the dynamic:Mya: But the methadone makes me feel heavy, lethargic, with the diamorphine I can get on with being normal, more better, and not so sleepy, does that make sense? [...] It just helps me cope with everything. You know what I mean, everything. Even ...Author: Like taking the edge off things?Mya: That’s it, the edge off things, you’ve got it! I’ve never thought of that before, that’s a good way of putting it.Author: No cos I was thinking about what you were saying about how you can feel anxious and stuff, and I can imagine it just ...Mya: You’re right, you’ve done it in a nut shell there. Cos people have asked me that before and I haven’t been able to answer. That is a good answer. It takes the edge of things. Yeah.At the end of the interview, and long past this initial reference, Mya shows appreciation of this phrase once more, as an expression which she feels could help in her bid to be better understood:Author: Anyway, I’ll end the interview there.Mya: Was that alright?Author: Yeah, perfect. Is there anything else that you think is important that I’ve missed out?Mya: No not at all. I think you’ve just helped me there by saying it takes the edge off things, I’ve been trying to put that into words for a long time, I didn’t know how to say it ...Although these experiences are of course linked to withdrawal symptoms as a particular arrangement of bodily connections, when I ask about this, it is evident that it is also about something more. For example, in trying to get at why Mya feels she needs diamorphine rather than methadone, she talks about it being “cleaner,” “purer,” “less groggy.” And even though I prompt her on the potential enjoyment, she links “the buzz” to being able to get on with “normal things,” saying “I can act more normal with the heroin”:Mya: Definitely it’s less groggy.Author: And does it give you a slight buzz also?Mya: Sometimes it does yeah. Like I can get on with my housework better and things like that, day to day things, I can act more normal with the heroin. With just the methadone, things just slip.With an interesting use of the term, Mya says that with methadone (which would be the more usual opiate prescribed in heroin treatment) “things just slip.” Again, there is a sense of diamorphine holding her together, in a way that without it she would “slip.” This perhaps highlights the slipperiness of connections that are only ever “partial” (Haraway 181). Rather than becoming too porous, with methadone she becomes too shut off or “groggy,” and again her body becomes unable to do things. This is perhaps why she is so insistent that diamorphine stays put in her life: “I’m not going to lie, even if I don’t get it, I’m still going to use the diamorphine.” Or, in Haraway’s words, she “would rather be a cyborg than a goddess”(181) —she would rather endure the political and potentially criminal consequences of requiring this “outside” substance than pretend to live apart from/above the material world.ConclusionWhen we consider bodies as something we do, rather than have, we see that rather than Mya’s account of normality reflecting a social change (Parker et al.) or solely discursive embodiment (Nettleton et al.), it actually refers to how she becomes her “normal self” in more material ways. Mya’s account thoroughly disrupts a separation of object/subject, as well as several other binaries that underpin contemporary ideas of psychoactive drug use and the body, including drug/medicine, inner/outer, self/other, and of course, normal/pathological. Instead, and in trying to do justice to Mya’s question which opened the essay, her body is seen connecting with drugs in a way that holds her together (as One) in becoming “normal.” Consequently, her fears over having these drugs stopped are very real concerns over a disruption to her corporeality, which demand to be taken seriously. This calls for urgent questions to be asked over current UK policy trends toward eliminating diamorphine prescribing services (see O’Mara) and reducing opiate substitution more generally.References Barad, Karen. Meeting the Universe Halfway: Quantum Physics and the Entanglement of Matter and Meaning. Durham: Duke UP, 2007.Deleuze, Gilles. “Immanence: A Life.” Two Regimes of Madness: Texts and Interviews 1975–1995. Ed. David Lapoujade. New York: Semiotext(e), 2006. 384­–91.Deleuze, Gilles, and Felix Guattari. A Thousand Plateaus: Capitalism and Schizophrenia. London: Continuum, 2004.Dennis, Fay. “Encountering ‘Triggers:’ Drug-Body-World Entanglements of Injecting Drug Use.” Contemporary Drug Problems (2016). <http://cdx.sagepub.com/content/early/2016/03/14/0091450916636379.full.pdf?ijkey=6yYSsmgMiHATwe6&keytype=finite>.Haraway, Donna. Simians, Cyborgs, and Women: The Reinvention of Nature. London: Free Association Books, 1991. HM Government. “Drug Strategy 2010: Reducing Demand, Restricting Supply, Building Recovery: Supporting People to Live a Drug Free Life.” Home Office, 2010. 1 Jan. 2011 <https://www.gov.uk/government/uploads/system/uploads/attachment_data/file/98026/drug-strategy-2010.pdf>.Home Office. “Putting Full Recovery First.” Home Office, 2012. 5 Feb. 2013 <https://www.gov.uk/government/uploads/system/uploads/attachment_data/file/98010/recovery-roadmap.pdf>.Keane, Helen. What’s Wrong with Addiction? Melbourne: Melbourne UP, 2002.Mason, Jennifer. “What Is Creative Interviewing?” 2010. 10 May 2013 <http://www.method s.manchester.ac.uk/methods/creativeinterviewing/>.Mol, Annemarie, and John Law. “Embodied Action, Enacted Bodies. The Example of Hypoglycaemia.” Body & Society 10.2 (2004): 43-62.Nettleton, Sarah, Joanne Neale, and Lucy Pickering. “‘I Just Want to Be Normal’: An Analysis of Discourses of Normality among Recovering Heroin Users.” Health 17.2 (2013): 174–190.O’Mara, Erin. “The State We’re In: Heroin Prescribing in the UK.” Drink and Drug News (Dec. 2015). 20 Jan. 2016 <https://drinkanddrugsnews.com/the-state-were-in-2/>.Parker, Howard, Judith Aldridge, and Fiona Measham. Illegal Leisure: The Normalization of Adolescent Recreational Drug Use. Hove: Routledge, 1998.Vitellone, Nicole. “The Rush: Needle Fixation or Technical Materialization?” Journal for Cultural Research 7.2 (2003): 165–177.

Drawing upon popular magazines, newspapers, blogs, Web sites, and videos, this essay compares the media framing of six, “fat” political figures from around the world. Framing refers to the suggested interpretations that are imbedded in media reports (Entman; McCombs and Ghanem; Seo, Dillard and Shen). As Robert Entman explains, framing is the process of culling a few elements of perceived reality and assembling a narrative that highlights connections among them to promote a particular interpretation. Frames introduce or raise the salience of certain ideas. Fully developed frames typically perform several functions, such as problem definition and moral judgment. Framing is connected to the [covert] wielding of power as, for example, when a particular frame is intentionally applied to obscure other frames. This comparative international study is an inquiry into “what people and societies make of the reality of [human weight]” (Marilyn Wann as quoted in Rothblum 3), especially in the political arena. The cultural and historical dimensions of human weight are illustrated by the practice of force-feeding girls and young women in Mauritania, because “fat” women have higher status and are more sought after as brides (Frenkiel). The current study, however, focuses on “fat” politics. The research questions that guide the study are: [RQ1] which terms do commentators utilize to describe political figures as “fat”? [RQ2] Why is the term “fat” utilized in the political arena? [RQ3] To what extent can one detect gender, national, or other differences in the manner in which the term “fat” is used in the political arena? After a brief introduction to the current media obsession with fat, the analysis begins in 1908 with William Howard Taft, the 330 pound, twenty-seventh President of the United States. The other political figures are: Chris Christie (Governor of New Jersey), Bill Clinton (forty-second President of the United States), Michelle Obama (current First Lady of the United States), Carla Bruni (former First Lady of France), and Julia Gillard (former Prime Minister of Australia). The final section presents some conclusions that may help readers and viewers to take a more critical perspective on “fat politics.” All of the individuals selected for this study are powerful, rich, and privileged. What may be notable is that their experiences of fat shaming by the media are different. This study explores those differences, while suggesting that, in some cases, their weight and appearance are being attacked to undercut their legitimate and referent power (Gaski). Media Obsession with Fat “Fat,” or “obesity,” the more scientific term that reflects the medicalisation of “fat” (Sobal) and which seems to hold sway today, is a topic with which the media currently is obsessed, both in Asia and in the United States. A quick Google search using the word “obesity” reports over 73 million hits. Ambady Ramachandran and Chamukuttan Snehalatha report on “The Rising Burden of Obesity in Asia” in a journal article that emphasizes the term “burden.” The word “epidemic” is featured prominently in a 2013 medical news report. According to the latter, obesity among men was at 13.8 per cent in Mongolia and 19.3 per cent in Australia, while the overall obesity rate has increased 46 per cent in Japan and has quadrupled in China (“Rising Epidemic”). Both articles use the word “rising” in their titles, a fear-laden term that suggests a worsening condition. In the United States, obesity also is portrayed as an “epidemic.” While some progress is being made, the obesity rate nonetheless increased in sixteen states in 2013, with Louisiana at 34.7 per cent as the highest. “Extreme obesity” in the United States has grown dramatically over thirty years to 6.3 per cent. The framing of obesity as a health/medical issue has made obesity more likely to reinforce social stereotypes (Saguy and Riley). In addition, the “thematic framing” (Shugart) of obesity as a moral failure means that “obesity” is a useful tool for undermining political figures who are fat. While the media pay considerable attention to the psychological impact of obesity, such as in “fat shaming,” the media, ironically, participate in fat shaming. Shame is defined as an emotional “consequence of the evaluation of failure” and often is induced by critics who attack the person and not the behavior (Boudewyns, Turner and Paquin). However, in a backlash against fat shaming, “Who you callin' fat?” is now a popular byline in articles and in YouTube videos (Reagan). Nevertheless, the dynamics of fat are even more complicated than an attack-and-response model can capture. For example, in an odd instance of how women cannot win, Rachel Frederickson, the recent winner of the TV competition The Biggest Loser, was attacked for being “too thin” (Ceja and Valine). Framing fat, therefore, is a complex process. Fat shaming is only one way that the media frame fat. However, fat shaming does not appear to be a major factor in media coverage of William Howard Taft, the first person in this study. William Howard Taft William Howard Taft was elected the 27th President of the United States in 1908 and served 1909-1913. Whitehouse.com describes Taft as “Large, jovial, conscientious…” Indeed, comments on the happy way that he carried his “large” size (330 pounds) are the main focus here. This ‹happy fat› framing is much different than the media framing associated with ‹fat shaming›. His happy personality was often mentioned, as can be seen in his 1930 obituary in The New York Times: “Mr. Taft was often called the most human President who ever sat in the White House. The mantle of office did not hide his winning personality in any way” (“Taft Gained Peaks”). Notice how “large” and “jovial” are combined in the framing of Taft. Despite his size, Taft was known to be a good dancer (Bromley 129). Two other words associated with Taft are “rotund” (round, plump, chubby) and “pudgy.” These terms seem a bit old-fashioned in 2015. “Rotund” comes from the Latin for “round,” “circular,” “spherical.” “Pudgy,” a somewhat newer term, comes from the colloquial for “short and thick” (Etymology Online). Taft was comfortable with being called “pudgy.” A story about Taft’s portrait in the Smithsonian’s National Portrait Gallery in Washington, D.C. illustrates the point: Artist William Schevill was a longtime acquaintance of Taft and painted him several times between 1905 and 1910. Friendship did not keep Taft from criticizing the artist, and on one occasion he asked Schevill to rework a portrait. On one point, however, the rotund Taft never interfered. When someone said that he should not tolerate Schevill's making him look so pudgy in his likenesses, he simply answered, "But I am pudgy." (Kain) Taft’s self-acceptance, as seen in the portrait by Schevill (circa 1910), stands in contrast to the discomfort caused by media framing of other fat political figures in the era of more intense media scrutiny. Chris Christie Governor Christie has tried to be comfortable with his size (300+ pounds), but may have succumbed to the medicalisation of fat and the less than positive framing of his appearance. As Christie took the national stage in the aftermath of Hurricane Sandy (2012), and subsequently explored running for President, he may have felt pressure to look more “healthy” and “attractive.” Even while scoring political points for his leadership in the aftermath of Superstorm Sandy, Christie’s large size was apparent. Filmed in his blue Governor jacket during an ABC TV News report that can be accessed as a YouTube video, Christie obviously was much larger than the four other persons on the speakers’ platform (“Jersey Shore Devastated”). In the current media climate, being known for your weight may be a political liability. A 2015 Rutgers’ Eagleton Poll found that 53 percent of respondents said that Governor Christie did not have “the right look” to be President (Capehart). While fat traditionally has been associated with laziness, it now is associated with health issues, too. The media framing of fat as ‹morbidly obese› may have been one factor that led Christie to undergo weight loss surgery in 2013. After the surgery, he reportedly lost a significant amount of weight. Yet his new look was partially tarnished by media reports on the specifics of lap-band-surgery. One report in The New York Daily News stressed that the surgery is not for everyone, and that it still requires much work on the part of the patient before any long-term weight loss can be achieved (Engel). Bill Clinton Never as heavy as Governor Christie, Bill Clinton nonetheless received considerable media fat-attention of two sorts. First, he could be portrayed as a kind of ‹happy fat “Bubba”› who enjoyed eating high cholesterol fast food. Because of his charm and rhetorical ability (linked to the political necessity of appearing to understand the “average person”), Clinton could make political headway by emphasizing his Arkansas roots and eating a hamburger. This vision of Bill Clinton as a redneck, fast-food devouring “Bubba” was spoofed in a popular 1992 Saturday Night Live skit (“President-Elect Bill Clinton Stops by a McDonald's”). In 2004, after his quadruple bypass surgery, the media adopted another way to frame Bill Clinton. Clinton became the poster-child for coronary heart disease. Soon he would be framed as the ‹transformed Bubba›, who now consumed a healthier diet. ‹Bill Clinton-as-vegan› framing fit nicely with the national emphasis on nutrition, including the widespread advocacy for a largely plant-based diet (see film Forks over Knives). Michelle Obama Another political figure in the United States, whom the media has connected both to fast food and healthy nutrition, is Michelle Obama. Now in her second term as First Lady, Michelle Obama is associated with the national campaign for healthier school lunches. At the same time, critics call her “fat” and a “hypocrite.” A harsh diatribe against Obama was revealed by Media Matters for America in the personal attacks on Michelle Obama as “too fat” to be a credible source on nutrition. Dr. Keith Ablow, a FOX News medical adviser said, Michelle Obama needs to “drop a few” [pounds]. “Who is she to be giving nutrition advice?” Another biting attack on Obama can be seen in a mocking 2011 Breitbart cartoon that portrayed Michelle Obama devouring hamburgers while saying, “Please pass the bacon” (Hahn). Even though these attacks come from conservative media utterly opposed to the presidency of Barack Obama, they nonetheless reflect a more widespread political use of media framing. In the case of Michelle Obama, the media sometimes cannot decide if she is “statuesque” or “fat.” She is reported to be 5’11 tall, but her overall appearance has been described as “toned” (in her trademark sleeveless dresses) yet never as “thin.” The media’s ambivalence toward tall/large women is evident in the recent online arguments over whether Robyn Lawley, named one of the “rookies of the year” by the Sports Illustrated Swimsuit issue, has a “normal” body or a “plus-size” body (Blair). Therefore, we have two forms of media framing in the case of Michelle Obama. First, there is the ‹fat hypocrite› frame, an ad hominem framing that she should not be a spokesperson for nutrition. This first form of framing, perhaps, is linked to the traditional tendency to tear down political figures, to take them off their pedestals. The second form of media framing is a ‹large woman ambiguity› frame. If you are big and tall, are you “fat”? Carla Bruni Carla Bruni, a model and singer/songwriter, was married in 2008 to French President Nicolas Sarkozy (who served 2007 to 2012). In 2011, Bruni gave birth to a daughter, Giulia. After 2011, Bruni reports many attacks on her as being too “fat” (Kim; Strang). Her case is quite interesting, because it goes beyond ‹fat shaming› to illustrate two themes not previously discussed. First, the attacks on Bruni seem to connect age and fat. Specifically, Bruni’s narrative introduces the frame: ‹weight loss is difficult after giving birth›. Motherhood is taxing enough, but it becomes even more difficulty when the media are watching your waist line. It is implied that older mothers should receive more sympathy. The second frame represents an odd form of reverse fat shaming: ‹I am so sick and tired of skinny people saying they are fat›. As Bruni explains: “I’m kind of tall, with good-size shoulders, and when I am 40 pounds overweight, I don’t even look fat—I just look ugly” (Orth). Critics charge that celebs like Bruni not only do not look fat, they are not fat. Moreover, celebs are misguided in trying to cultivate sympathy that is needed by people who actually are fat. Several blogs echo this sentiment. The site Whisper displays a poster that states: “I am so sick and tired of skinny people saying they are fat.” According to Anarie in another blog, the comment, “I’m fat, too,” is misplaced but may be offered as a form of “sisterhood.” One of the best examples of the strong reaction to celebs’ fat claims is the case of actress Jennifer Lawrence. According The Gloss, Lawrence isn’t chubby. She isn’t ugly. She fits the very narrow parameters for what we consider beautiful, and has been rewarded significantly for it. There’s something a bit tone deaf in pretending not to have thin or attractive privilege when you’re one of the most successful actresses in Hollywood, consistently lauded for your looks. (Sonenshein) In sum, the attempt to make political gain out of “I’m fat” comments, may backfire and lead to a loss in political capital. Julia Gillard The final political figure in this study is Julia Eileen Gillard. She is described on Wikipedia as“…a former Australian politician who served as the 27th Prime Minister of Australia, and the Australian Labor Party leader from 2010 to 2013. She was the first woman to hold either position” (“Julia Gillard”). Gillard’s case provides a useful example of how the media can frame feminism and fat in almost opposite manners. The first version of framing, ‹woman inappropriately attacks fat men›, is set forth in a flashback video on YouTube. Political enemies of Gillard posted the video of Gillard attacking fat male politicians. The video clip includes the technique of having Gillard mouth and repeat over and over again the phrase, “fat men”…”fat men”…”fat men” (“Gillard Attacks”). The effect is to make Gillard look arrogant, insensitive, and shrill. The not-so-subtle message is that a woman should not call men fat, because a woman would not want men to call her fat. The second version of framing in the Gillard case, ironically, has a feminist leader calling Gillard “fat” on a popular Australian TV show. Australian-born Germaine Greer, iconic feminist activist and author of The Female Eunuch (1970 international best seller), commented that Gillard wore ill-fitting jackets and that “You’ve got a big arse, Julia” (“You’ve Got”). Greer’s remarks surprised and disappointed many commentators. The Melbourne Herald Sun offered the opinion that Greer has “big mouth” (“Germaine Greer’s”). The Gillard case seems to support the theory that female politicians may have a more difficult time navigating weight and appearance than male politicians. An experimental study by Beth Miller and Jennifer Lundgren suggests “weight bias exists for obese female political candidates, but that large body size may be an asset for male candidates” (p. 712). Conclusion This study has at least partially answered the original research questions. [RQ1] Which terms do commentators utilize to describe political figures as “fat”? The terms include: fat, fat arse, fat f***, large, heavy, obese, plus size, pudgy, and rotund. The media frames include: ‹happy fat›, ‹fat shaming›, ‹morbidly obese›, ‹happy fat “Bubba›, ‹transformed “Bubba›, ‹fat hypocrite›, ‹large woman ambiguity›, ‹weight gain women may experience after giving birth›, ‹I am so sick and tired of skinny people saying they are fat›, ‹woman inappropriately attacks fat men›, and ‹feminist inappropriately attacks fat woman›. [RQ2] Why is the term “fat” utilized in the political arena? Opponents in attack mode, to discredit a political figure, often use the term “fat”. It can imply that the person is “unhealthy” or has a character flaw. In the attack mode, critics can use “fat” as a tool to minimize a political figure’s legitimate and referent power. [RQ3] To what extent can one detect gender, national, or other differences in the manner in which the term “fat” is used in the political arena? In the United States, “obesity” is the dominant term, and is associated with the medicalisation of fat. Obesity is linked to health concerns, such as coronary heart disease. Weight bias and fat shaming seem to have a disproportionate impact on women. This study also has left many unanswered questions. Future research might fruitfully explore more of the international and intercultural differences in fat framing, as well as the differences between the fat shaming of elites and the fat shaming of so-called ordinary citizens.References Anarie. “Sick and Tired.” 7 July 2013. 17 May 2015 ‹http://www.sparkpeople.com/ma/sick-of--thin-people-saying-they-are-fat!/1/1/31404459›. Blair, Kevin. “Rookie Robyn Lawley Is the First Plus-Size Model to Be Featured in the Sports Illustrated Swimsuit Issue.” 6 Feb. 2015. 22 Apr. 2015 ‹http://www.starpulse.com/news/Kevin_Blair/2015/02/06/rookie-robin-lawley-is-the-first-pluss›. Boudewyns, Vanessa, Monique Turner, and Ryan Paquin. “Shame-Free Guilt Appeals.” Psychology & Marketing 23 July 2013. doi: 10.1002/mar.20647. Bromley, Michael L. William Howard Taft and the First Motoring Presidency. Jefferson, NC: McFarland & Company, 2007. 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Former Fat Kids Let It All Out.” New York Observer 22 Apr. 2008. 22 Apr. 2015 ‹http://observer.com/2008/04/exchubettes-unite-former-fat-kids-let-it-all-out/›. “Rising Epidemic of Obesity in Asia.” News Medical 21 Feb. 2013. 23 Apr. 2015 ‹http://www.ncbi.nlm.nih.gov/pmc/articles/PMC2939400/›. Rothblum, Esther. “Why a Journal on Fat Studies?” Fat Studies 1 (2012): 3-5. Saguy, Abigail C., and Kevin W. Riley. “Weighing Both Sides: Morality, Mortality, and Framing Contests over Obesity.” Journal of Health Politics, Policy and Law 30.5 (2005): 869-921. Seo, Kiwon, James P. Dillard, and Fuyuan Shen. “The Effects of Message Framing and Visual Image on Persuasion. Communication Quarterly 61 (2013): 564-583. Shugart, Helene A. “Heavy Viewing: Emergent Frames in Contemporary News Coverage of Obesity.” Health Communication 26 (Oct./Nov. 2011): 635-648. Sobal, Jeffery. “The Medicalization and Demedicalization of Obesity.” Eating Agendas: Food and Nutrition as Social Problems. Ed. Jeffery Sobal and Donna Maurer. New York: Aldine de Gruyter, 1995. 67-90. Sonenshein, Julia. “Jennifer Lawrence Does More Harm than Good with Her ‘I’m Chubby’ Comments.” 3 Jan. 2014. 16 May 2015 ‹http://www.thegloss.com/2014/01/03/culture/jennifer-lawrence-fat-comments-body-image/#ixzz3aWTEg35U›. Strang, Fay. ”Carla Bruni Admits Used Therapy.” 3 May 2013. 22 Apr. 2015 ‹http://www.dailymail.co.uk/tvshowbiz/article-2318719/Carla-Bruni-admits-used-therapy-deal-comments-fat-giving-birth-forties.html›. “Taft Gained Peaks in Unusual Career.” The New York Times 9 March 1930. 22 Apr. 2015 ‹http://www.nytimes.com/learning/general/onthisday/bday/0915.html›. Vedantam, Shankar. “Clinton's Heart Bypass Surgery Called a Success.” Washington Post 7 Sep. 2004: A01. “William Howard Taft.” Whitehouse.com. n.d. 12 May 2015. Whisper. n.d. 16 May 2015 ‹https://sh.whisper/o5o8bf3810d45295605bce53f8082Db6ddb29/I-am-so-sick-and-tired-of-skinny-people-saying-that-they-are-fat›. “You’ve Got a Big Arse, Julia. 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Introduction Mentors play a role in real life, just as they do in fiction. They also feature in reality television, which sits somewhere between the two. In fiction, mentors contribute to the narrative arc by providing guidance and assistance (Vogler 12) to a mentee in his or her life or professional pursuits. These exchanges are usually characterized by reciprocity, the need for mutual recognition (Gadamer 353) and involve some kind of moral question. They dramatise the possibilities of mentoring in reality, to provide us with a greater understanding of the world, and our human interaction within it. Reality television offers a different perspective. Like drama it uses the plot device of a mentor character to heighten the story arc, but instead of focusing on knowledge-based portrayals (Gadamer 112) of the mentor and mentee, the emphasis is instead on the mentee’s quest for ascension. In attempting to transcend their unknownness (Boorstin) contestants aim to penetrate an exclusive creative class (Florida). Populated by celebrity chefs, businessmen, entertainers, fashionistas, models, socialites and talent judges (to name a few), this class seemingly adds authenticity to ‘competitions’ and other formats. While the mentor’s role, on the surface, is to provide divine knowledge and facilitate the journey, a different agenda is evident in the ways carefully scripted (Booth) dialogue heightens the drama through effusive praise (New York Daily News) and “tactless” (Woodward), humiliating (Hirschorn; Winant 69; Woodward) and cruel sentiments. From a screen narrative point of view, this takes reality television as ‘storytelling’ (Aggarwal; Day; Hirschorn; “Reality Writer”; Rupel; Stradal) into very different territory. The contrived and later edited (Crouch; Papacharissi and Mendelson 367) communication between mentor and mentee not only renders the relationship disingenuous, it compounds the primary ethical concerns of associated Schadenfreude (Balasubramanian, Forstie and van den Scott 434; Cartwright), and the severe financial inequality (Andrejevic) underpinning a multi-billion dollar industry (Hamilton). As upward mobility and instability continue to be ubiquitously portrayed in 21st century reality entertainment under neoliberalism (Sender 4; Winant 67), it is with increasing frequency that we are seeing the systematic reinvention of the once significant cultural and historical role of the mentor. Mentor as Fictional Archetype and Communicator of ThemesDepictions of mentors can be found across the Western art canon. From the mythological characters of Telemachus’ Athena and Achilles’ Chiron, to King Arthur’s Merlin, Cinderella’s Fairy Godmother, Jim Hawkins’ Long John Silver, Frodo’s Gandalf, Batman’s Alfred and Marty McFly’s Doc Emmett Brown (among many more), the dramatic energy of the teacher, expert or supernatural aid (Vogler 39) has been timelessly powerful. Heroes, typically, engage with a mentor as part of their journey. Mentor types range extensively, from those who provide motivation, inspiration, training or gifts (Vogler), to those who may be dark or malevolent, or have fallen from grace (such as Michael Douglas’ Gordon Gekko in Wall Street 1987, or the ex-tribute Haymitch in The Hunger Games, 2012). A good drama usually complicates the relationship in some way, exploring initial reluctance from either party, or instances of tragedy (Vogler 11, 44) which may prevent the relationship achieving its potential. The intriguing twist of a fallen or malevolent mentor additionally invites the audience to morally analyze the ways the hero responds to what the mentor provides, and to question what our teachers or superiors tell us. In television particularly, long running series such as Mad Men have shown how a mentoring relationship can change over time, where “non-rational” characters (Buzzanell and D’Enbeau 707) do not necessarily maintain reciprocity or equality (703) but become subject to intimate, ambivalent and erotic aspects.As the mentor in fiction has deep cultural roots for audiences today, it is no wonder they are used, in a variety of archetypal capacities, in reality television. The dark Simon Cowell (of Pop Idol, American Idol, Britain’s Got Talent, America’s Got Talent and The X-Factor series) and the ‘villainous’ (Byrnes) Michelin-starred Marco Pierre White (Hell’s Kitchen, The Chopping Block, Marco Pierre White’s Kitchen Wars, MasterChef Australia, New Zealand, South Africa) provide reality writers with much needed antagonism (Rupel, Stradal). Those who have fallen from grace, or allowed their personal lives to play out in tabloid sagas such as Britney Spears (Marikar), or Caitlyn Jenner (Bissinger) provide different sources of conflict and intrigue. They are then counterbalanced with or repackaged as the good mentor. Examples of the nurturer who shows "compassion and empathy" include American Idol’s Paula Abdul (Marche), or the supportive Jennifer Hawkins in Next Top Model (Thompson). These distinctive characters help audiences to understand the ‘reality’ as a story (Crouch; Rupel; Stradal). But when we consider the great mentors of screen fiction, it becomes clear how reality television has changed the nature of story. The Karate Kid I (1984) and Good Will Hunting (1998) are two examples where mentoring is almost the exclusive focus, and where the experience of the characters differs greatly. In both films an initially reluctant mentor becomes deeply involved in the mentee’s project. They act as a special companion to the hero in the face of isolation, and, significantly, reveal a tragedy of their own, providing a nexus through which the mentee can access a deeper kind of truth. Not only are they flawed and ordinary people (they are not celebrities within the imagined worlds of the stories) who the mentee must challenge and learn to truly respect, they are “effecting and important” (Maslin) in reminding audiences of those hidden idiosyncrasies that open the barriers to friendship. Mentors in these stories, and many others, communicate themes of class, culture, talent, jealousy, love and loss which inform ideas about the ethical treatment of the ‘other’ (Gadamer). They ultimately prove pivotal to self worth, human confidence and growth. Very little of this thematic substance survives in reality television (see comparison of plots and contrasting modes of human engagement in the example of The Office and Dirty Jobs, Winant 70). Archetypally identifiable as they may be, mean judges and empathetic supermodels as characters are concerned mostly with the embodiment of perfection. They are flawless, untouchable and indeed most powerful when human welfare is at stake, and when the mentee before them faces isolation (see promise to a future ‘Rihanna’, X-Factor USA, Season 2, Episode 1 and Tyra Banks’ Next Top Model tirade at a contestant who had not lived up to her potential, West). If connecting with a mentor in fiction has long signified the importance of understanding of the past, of handing down tradition (Gadamer 354), and of our fascination with the elder, wiser other, then we can see a fundamental shift in narrative representation of mentors in reality television stories. In the past, as we have opened our hearts to such characters, as a facilitator to or companion of the hero, we have rehearsed a sacred respect for the knowledge and fulfillment mentors can provide. In reality television the ‘drama’ may evoke a fleeting rush of excitement at the hero’s success or failure, but the reality belies a pronounced distancing between mentor and mentee. The Creative Class: An Aspirational ParadigmThemes of ascension and potential fulfillment are also central to modern creativity discourse (Runco; Runco 672; United Nations). Seen as the driving force of the 21st century, creativity is now understood as much more than art, capable of bringing economic prosperity (United Nations) and social cohesion to its acme (United Nations xxiii). At the upper end of creative practice, is what Florida called “the creative class: a fast growing, highly educated, and well-paid segment of the workforce” (on whose expertise corporate profits depend), in industries ranging “from technology to entertainment, journalism to finance, high-end manufacturing to the arts” (Florida). Their common ethos is centered on individuality, diversity, and merit; eclipsing previous systems focused on ‘shopping’ and theme park consumerism and social conservatism (Eisinger). While doubts have since been raised about the size (Eisinger) and financial practices (Krätke 838) of the creative class (particularly in America), from an entertainment perspective at least, the class can be seen in full action. Extending to rich housewives, celebrity teen mothers and even eccentric duck hunters and swamp people, the creative class has caught up to the more traditional ‘star’ actor or music artist, and is increasingly marketable within world’s most sought after and expensive media spaces. Often reality celebrities make their mark for being the most outrageous, the cruelest (Peyser), or the weirdest (Gallagher; Peyser) personalities in the spotlight. Aspiring to the creative class thus, is a very public affair in television. Willing participants scamper for positions on shows, particularly those with long running, heavyweight titles such as Big Brother, The Bachelor, Survivor and the Idol series (Hill 35). The better known formats provide high visibility, with the opportunity to perform in front of millions around the globe (Frere-Jones, Day). Tapping into the deeply ingrained upward-mobility rhetoric of America, and of Western society, shows are aided in large part by 24-hour news, social media, the proliferation of celebrity gossip and the successful correlation between pop culture and an entertainment-style democratic ideal. As some have noted, dramatized reality is closely tied to the rise of individualization, and trans-national capitalism (Darling-Wolf 127). Its creative dynamism indeed delivers multi-lateral benefits: audiences believe the road to fame and fortune is always just within reach, consumerism thrives, and, politically, themes of liberty, egalitarianism and freedom ‘provide a cushioning comfort’ (Peyser; Pinter) from the domestic and international ills that would otherwise dispel such optimism. As the trials and tests within the reality genre heighten the seriousness of, and excitement about ascending toward the creative elite, show creators reproduce the same upward-mobility themed narrative across formats all over the world. The artifice is further supported by the festival-like (Grodin 46) symbology of the live audience, mass viewership and the online voting community, which in economic terms, speaks to the creative power of the material. Whether through careful manipulation of extra media space, ‘game strategy’, or other devices, those who break through are even more idolized for the achievement of metamorphosing into a creative hero. For the creative elite however, who wins ‘doesn’t matter much’. Vertical integration is the priority, where the process of making contestants famous is as lucrative as the profits they will earn thereafter; it’s a form of “one-stop shopping” as the makers of Idol put it according to Frere-Jones. Furthermore, as Florida’s measures and indicators suggested, the geographically mobile new creative class is driven by lifestyle values, recreation, participatory culture and diversity. Reality shows are the embodiment this idea of creativity, taking us beyond stale police procedural dramas (Hirschorn) and racially typecast family sitcoms, into a world of possibility. From a social equality perspective, while there has been a notable rise in gay and transgender visibility (Gamson) and stories about lower socio-economic groups – fast food workers and machinists for example – are told in a way they never were before, the extent to which shows actually unhinge traditional power structures is, as scholars have noted (Andrejevic and Colby 197; Schroeder) open to question. As boundaries are nonetheless crossed in the age of neoliberal creativity, the aspirational paradigm of joining a new elite in real life is as potent as ever. Reality Television’s Mentors: How to Understand Their ‘Role’Reality television narratives rely heavily on the juxtaposition between celebrity glamour and comfort, and financial instability. As mentees put it ‘all on the line’, storylines about personal suffering are hyped and molded for maximum emotional impact. In the best case scenarios mentors such as Caitlyn Jenner will help a trans mentee discover their true self by directing them in a celebrity-style photo shoot (see episode featuring Caitlyn and Zeam, Logo TV 2015). In more extreme cases the focus will be on an adopted contestant’s hopes that his birth mother will hear him sing (The X Factor USA, Season 2, Episode 11 Part 1), or on a postal clerk’s fear that elimination will mean she has to go back “to selling stamps” (The X Factor US - Season 2 Episode 11 Part 2). In the entrepreneurship format, as Woodward pointed out, it is not ‘help’ that mentees are given, but condescension. “I have to tell you, my friend, that this is the worst idea I’ve ever heard. You don’t have a clue about how to set up a business or market a product,” Woodward noted as the feedback given by one elite businessman on The Shark Tank (Woodward). “This is a five million dollar contract and I have to know that you can go the distance” (The X Factor US – Season 2 Episode 11, Part 1) Britney Spears warned to a thirteen-year-old contestant before accepting her as part of her team. In each instance the fictitious premise of being either an ‘enabler’ or destroyer of dreams is replayed and slightly adapted for ongoing consumer interest. This lack of shared experience and mutual recognition in reality television also highlights the overt, yet rarely analyzed focus on the wealth of mentors as contrasted with their unstable mentees. In the respective cases of The X Factor and I Am Cait, one of the wealthiest moguls in entertainment, Cowell, reportedly contracts mentors for up to $15 million per season (Nair); Jenner’s performance in I Am Cait was also set to significantly boost the Kardashian empire (reportedly already worth $300 million, Pavia). In both series, significant screen time has been dedicated to showing the mentors in luxurious beachside houses, where mentees may visit. Despite the important social messages embedded in Caitlyn’s story (which no doubt nourishes the Kardashian family’s generally more ersatz material), the question, from a moral point of view becomes: would these mentors still interact with that particular mentee without the money? Regardless, reality participants insist they are fulfilling their dreams when they appear. Despite the preplanning, possibility of distress (Australia Network News; Bleasby) and even suicide (Schuster), as well as the ferocity of opinion surrounding shows (Marche) the parade of a type of ‘road of trials’ (Vogler 189) is enough to keep a huge fan base interested, and hungry for their turn to experience the fortune of being touched by the creative elite; or in narrative terms, a supernatural aid. ConclusionThe key differences between reality television and artistic narrative portrayals of mentors can be found in the use of archetypes for narrative conflict and resolution, in the ways themes are explored and the ways dialogue is put to use, and in the focus on and visibility of material wealth (Frere-Jones; Peyser). These differences highlight the political, cultural and social implications of exchanging stories about potential fulfillment, for stories about ascension to the creative class. Rather than being based on genuine reciprocity, and understanding of human issues, reality shows create drama around the desperation to penetrate the inner sanctum of celebrity fame and fortune. In fiction we see themes based on becoming famous, on gender transformation, and wealth acquisition, such as in the films and series Almost Famous (2000), The Bill Silvers Show (1955-1959), Filthy Rich (1982-1983), and Tootsie (1982), but these stories at least attempt to address a moral question. Critically, in an artistic - rather than commercial context – the actors (who may play mentees) are not at risk of exploitation (Australia Network News; Bleasby; Crouch). Where actors are paid and recognized creatively for their contribution to an artistic work (Rupel), the mentee in reality television has no involvement in the ways action may be set up for maximum voyeuristic enjoyment, or manipulated to enhance scandalous and salacious content which will return show and media profits (“Reality Show Fights”; Skeggs and Wood 64). The emphasis, ironically, from a reality production point of view, is wholly on making the audience believe (Papacharissi and Mendelson 367) that the content is realistic. 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IntroductionMusicians and critics regard Australian jazz as vibrant and creative (Shand; Chessher; Rechniewski). From its tentative beginnings in the early twentieth century (Whiteoak), jazz has become a major aspect of Australia’s music and performance. Due to the large distances separating cities and towns, its development has been influenced by geographical isolation (Nikolsky; Chessher; Clare; Johnson; Stevens; McGuiness). While major cities have been the central hubs, it is increasingly acknowledged that regional centres also provide avenues for jazz performance (Curtis).This article discusses findings relating to transient musical populations shaped by geographical conditions, venue issues that are peculiar to the Northern region, and finally the challenges of cultural and parochial mindsets that North Queensland jazz musicians encounter in performance.Cairns and MackayCairns and Mackay are regional centres on the coast of Queensland, Australia. Cairns – population 156,901 in 2016 (ABS) – is a world famous tourist destination situated on the doorstep of the Great Barrier Reef (Thorp). Mackay – population 114,969 in 2016 (ABS) – is a lesser-known community with an economy largely underpinned by the sugar cane and coal mining industries (Rolfe et al. 138). Both communities lie North of the capital city Brisbane – Mackay in the heart of Central Queensland, and Cairns as the unofficial capital of Far North Queensland. Mackay and Cairns were selected for this study, not on representational grounds, but because they provide an opportunity to learn through case studies. Stake notes that “potential for learning is a different and sometimes superior criterion to representativeness,” adding, “that may mean taking the one most accessible or the one we can spend the most time with (451).”Musically, both regional centres have a number of venues that promote live music, however, only Cairns has a dedicated jazz club, the Cairns Jazz Club (CJC). Each has a community convention centre that brings high-calibre touring musicians to the region, including jazz musicians.Mackay is home to the Central Queensland Conservatorium of Music (CQCM) a part of the Central Queensland University that has offered conservatoire-style degree programs in jazz, contemporary music and theatre for over twenty-five years. Cairns does not have any providers of tertiary jazz qualifications.MethodologySemi-structured in-depth interviews were conducted with twenty-two significant individuals associated with the jazz communities in Mackay and Cairns over a twelve-month period from 2015 to 2016. Twelve of the interviewees were living in Cairns at the time, and ten were living in Mackay. The selection of interviewees was influenced by personal knowledge of key individuals, historical records located at the CQCM, and from a study by (Mitchell), who identified important figures in the Cairns jazz scene. The study participants included members of professional jazz ensembles, dedicated jazz audience members and jazz educators. None of the participants who were interviewed relied solely on the performance of jazz as their main occupation. All of the musicians combined teaching duties with music-making in several genres including rock, jazz, Latin and funk, as well as work in the recording and producing of recorded music. Combining the performance of jazz and commercial musical styles is a common and often crucial part of being a musician in a regional centre due to the low demand for any one specific genre (Luckman et al. 630). The interview data that was gathered during the study’s data collection phase was analysed for themes using the grounded theory research method (Charmaz). The following sections will discuss three areas of findings relating to some of the unique North Queensland influences that have impacted the development and sustainability of the two regional jazz communities.Transient Musical PopulationsThe prospect of living in North Queensland is an alluring proposition for many people. According to the participants in this study, the combination of work and a tropical lifestyle attracts people from all over the country to Cairns and Mackay, but this influx is matched by a high population turnover. Many musicians who move into the region soon move away again. High population turnover is a characteristic of several Northern regional centres such as the city of Darwin (Luckman, Gibson and Lea 12). The high growth and high population turnover in Cairns, in particular, was one of the highest in the country between 2006 and 2011 (ABS). The study participants in both regions believed that the transient nature of the local population is detrimental to the development and sustainability of the jazz communities. One participant described the situation in Cairns this way: “The tropics sort of lure them up there, tease them with all of the beauty and nature, and then spit them out when they realise it’s not what they imagined (interviewee 1, 24 Aug. 2016).” Looking more broadly to other coastal regional areas of Australia, there is evidence of the counter-urban flow of professionals and artists seeking out a region’s “natural and cultural environment” (Gibson 339). On the far North coast of New South Wales, Gibson examined how the climate, natural surroundings and cultural charms attracted city dwellers to that region (337). Similarly, most of the participants in this study mentioned lifestyle choices such as raising a family and living in the tropics as reasons to move to Cairns or Mackay. The prospect of working in the tourism and hospitality industry was found to be another common reason for musicians to move to Cairns in particular. In contrast to some studies (Salazar; Conradson and Latham) where it was found that the middle- to upper-classes formed the majority of lifestyle migrants, the migrating musicians identified by this study were mostly low-income earners seeking a combination of music work and other types of employment outside the music industry. There have been studies that have explored and critically reviewed the theoretical frameworks behind lifestyle migration (Benson and Osbaldiston) including the examination of issues and the motivation to ‘lifestyle migrate’. What is interesting in this current study is the focus of discussion on the post-migration effects. Study participants believe that most of the musicians who move into their region leave soon afterwards because of their disillusionment with the local music industry. Despite the lure of musical jobs through the tourism and hospitality industry, local musicians in Cairns tend to believe there is less work than imagined. Pub rock duos and DJs have taken most of the performance opportunities, which makes it hard for new musicians to compete.The study also reveals that Cairns jazz musicians consider it more difficult to find and collaborate with quality newcomers. This may be attributed to the smaller jazz communities’ demand for players of specific instruments. One participant explained, “There’s another bass player that just moved here, but he only plays by ear, so when people want to play charts and new songs, he can’t do it so it's hard finding the right guys up here at times (interviewee 2, 23 Aug. 2016).” Cairns and Mackay participants agreed that the difficulty of finding and retaining quality musicians in the region impacted on the ability of certain groups to be sustainable. One participant added, “It’s such a small pool of musicians, at the moment, I've got a new project ready to go and I've got two percussionists, but I need a bass player, but there is no bass player that I'm willing to work with (interviewee 3, 24 Aug. 2016).” The same participant has been fortunate over the years, performing with a different local group whose members have permanently stayed in the Cairns region, however, forging new musical pathways and new groups seemed challenging due to the lack of musical skills in some of the potential musicians.In Mackay, the study revealed a smaller influx of new musicians to the region, and study participants experienced the same difficulties forming groups and retaining members as their Cairns counterparts. One participant, who found it difficult to run a Big Band as well as a smaller jazz ensemble because of the transient population, claimed that many local musicians were lured to metropolitan centres for university or work.Study participants in both Northern centres appeared to have developed a tolerance and adaptability for their regional challenges. While this article does not aim to suggest a solution to the issues they described, one interesting finding that emerged in both Cairns and Mackay was the musicians’ ability to minimise some of the effects of the transient population. Some musicians found that it was more manageable to sustain a band by forming smaller groups such as duos, trios and quartets. An example was observed in Mackay, where one participant’s Big Band was a standard seventeen-piece group. The loss of players was a constant source of anxiety for the performers. Changing to a smaller ensemble produced a sense of sustainability that satisfied the group. In Cairns, one participant found that if the core musicians in the group (bass, drums and vocals) were permanent local residents, they could manage to use musicians passing through the region, which had minimal impact on the running of the group. For example, the Latin band will have different horn players sit in from time to time. When those performers leave, the impact on the group is minimal because the rhythm section is comprised of long-term Cairns residents.Venue Conditions Heat UpAt the Cape York Hotel in Cairns, musicians and audience members claimed that it was uncomfortable to perform or attend Sunday afternoon jazz gigs during the Cairns summer due to the high temperatures and non air-conditioned venues. This impact of the physical environment on the service process in a venue was first modelled and coined the ‘Servicescape’ by Bitner (57). The framework, which includes physical dimensions like temperature, noise, space/function and signage, has also been further investigated in other literature (Minor et al.; Kubacki; Turley and Fugate). This model is relevant to this study because it clearly affects the musician’s ability to perform music in the Northern climate and attract audiences. One of the regular musicians at the Cape York Hotel commented: So you’re thinking, ‘Well, I’m starting to create something here, people are starting to show up’, but then you see it just dwindling away and then you get two or three weeks of hideously hot weather, and then like last Sunday, by the time I went on in the first set, my shirt was sticking to me like tissue paper… I set up a gig, a three-hour gig with my trio, and if it’s air conditioned you’re likely to get people but if it’s like the Cape York, which is not air conditioned, and you’re out in the beer garden with a tin roof over the top with big fans, it’s hideous‘. (Interviewee 4, 24 Aug. 2016)The availability of venues that offer live jazz is limited in both regions. The issue was twofold: firstly, the limited availability of a larger venue to cater for the ensembles was deemed problematic; and secondly, the venue manager needed to pay for the services of the club, which contributed to its running costs. In Cairns, the Cape York Hotel has provided the local CJC with an outdoor beer garden as a venue for their regular Sunday performances since 2015. The president of the CJC commented on the struggle for the club to find a suitable venue for their musicians and patrons. The club has had residencies in multiple venues over the last thirty years with varying success. It appears that the club has had to endure these conditions in order to provide their musicians and audiences an outlet for jazz performance. This dedication to their art form and sense of resilience appears to be a regular theme for these Northern jazz musicians.Minor et al. (7) recommended that live music organisers needed to consider offering different physical environments for different events (7). For example, a venue that caters for a swing band might include a dance floor for potential dancers or if a venue catered for a sit down jazz show, the venue might like to choose the best acoustic environment to best support the sound of the ensemble. The research showed that customers have different reasons for attending events, and in relation to the Cape York Hotel, the majority of the customers were the CJC members who simply wanted to enjoy their jazz club performances in an air conditioned environment with optimal acoustics as the priority. Although not ideal, the majority of the CJC members still attended during the summer months and endured the high temperatures due to a lack of venue suitability.Parochial MindsetsOne of the challenging issues faced by many of the participants in both regions was the perceived cultural divide between jazz aficionados and general patrons at many venues. While larger centres in Australia have enjoyed an international reputation as creative hubs for jazz such as Melbourne and Sydney (Shand), the majority of participants in this study believed that a significant portion of the general public is quite parochial in their views on various musical styles including jazz. Coined the ‘bogan factor’, one participant explained, “I call it the bogan factor. Do you think that's an academic term? It is now” (interviewee 5, 17 Feb. 2016). They also commented on dominant cultural choices of residents in these regions: “It's North Queensland, it's a sport orientated, 4WD dominated place. Culturally they are the main things that people are attracted to” (interviewee 5, 17 Feb. 2016). These cultural preferences appear to affect the performance opportunities for the participants in Cairns and Mackay.Waitt and Gibson explored how the Wollongong region was chosen as an area for investigation to see if city size mattered for creativity and creativity-led regeneration (1224). With the ‘Creative Class’ framework in mind (Florida), the researchers found that Wollongong’s primarily blue-collar industrial identity was a complex mixture of cultural pursuits including the arts, sport and working class ideals (Waitt and Gibson 1241). This finding is consistent with the comments of study participants from Cairns and Mackay who believed that the identities of their regions were strongly influenced by sport and industries like mining and farming. One Mackay participant added, “I think our culture, in itself, would need to change to turn more people to jazz. I can’t see that happening. That’s Australia. You’re fighting against 200 years of sport” (interviewee 6, 12 Feb. 2016). Performing in Mackay or Cairns in venues that attract various demographics can make it difficult for musicians playing jazz. A Cairns participant added, “As Ingrid James once told me, ‘It's North Queensland, you’ve got an audience of tradesman, they don't get it’. It's silly to think it's going to ever change” (interviewee 7, 26 Aug. 2016). One Mackay participant believed that the lack of appreciation for jazz in regional areas was largely due to a lack of exposure to the art form. Most people grow up listening to other styles of music in their households.Another participant made the point that regardless of the region’s cultural and leisure-time preferences, if a jazz band is playing in a football club, you must expect it to be unpopular. Many of the research participants emphasised that playing in a suitable venue is paramount for developing a consistent and attentive audience. Choosing a venue that values and promotes the style of jazz music that the musicians are performing could help to attract more jazz fans and therefore build a sustainable jazz community.Refreshingly, this study revealed that musicians in both regions showed considerable resilience in dealing with the issue of parochial mindsets, and they have implemented methods to help educate their audiences. The audience plays a significant part in the development and future of a jazz community (Becker; Martin). For the Central Queensland Conservatorium of Music in Mackay, part of the ethos of the institution is to provide music performance and educational opportunities to the region. One of the lecturers who made a significant contribution to the design of the ensemble program had a clear vision to combine jazz and popular music styles in order to connect with a regional audience. He explained, “The popular music strand of the jazz program and what we called the commercial ensembles was very much birthed out of that concept of creating a connection with the community and making us more accessible in the shortest amount of time, which then enabled us to expose people to jazz” (interviewee 8, 20 Mar. 2016).In a similar vein, several Cairns musicians commented on how they engaged with their audiences through education. Some musicians attempted to converse with the patrons on the comparative elements of jazz and non-jazz styles, which helped to instil some appreciation in patrons with little jazz knowledge. One participant cited that although not all patrons were interested in an education at a pub, some became regular attendees and showed greater appreciation for the different jazz styles. These findings align with other studies (Radbourne and Arthurs; Kubacki; Kubacki et al.), who found that audiences tend to return to arts organizations or events more regularly if they feel connected to the experience (Kubacki et al. 409).ConclusionThe Cairns and Mackay jazz musicians who were interviewed in this study revealed some innovative approaches for sustaining their art form in North Queensland. The participants discussed creative solutions for minimising the influence of a transient musician population as well as overcoming some of the parochial mindsets in the community through education. The North Queensland summer months proved to be a struggle for musicians and audience members alike in Cairns in particular, but resilience and commitment to the music and the social network of jazz performers seemed to override this obstacle. Although this article presents just a subset of the findings from a study of the development and sustainability of the jazz communities in Mackay and Cairns, it opens the way for further investigation into the unique issues faced. Deeper understanding of these issues could contribute to the ongoing development and sustainability of jazz communities in regional Australia.ReferencesAustralian Bureau of Statistics. "Mackay (Statistical Area 2), Cairns (R) (Statistical Local Area), Census 2016." Canberra: Australian Bureau of Statistics.———. "Perspectives on Regional Australia: Population Growth and Turnover in Local Government Areas (Lgas), 2006-2011." Canberra: Australian Bureau of Statistics.Becker, H. Art Worlds. Berkeley, CA: University of California Press, 1982.Benson, Michaela, and Nick Osbaldiston. "Toward a Critical Sociology of Lifestyle Migration: Reconceptualizing Migration and the Search for a Better Way of Life." The Sociological Review 64.3 (2016): 407-23.Bitner, Mary Jo. 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From elephants to ABBA fans, silicon to hormone, the following discussion uses a new research method to look at printed text, motion pictures and a teenage rebel icon. If by ‘print’ we mean a mechanically reproduced impression of a cultural symbol in a medium, then printing has been with us since before microdot security prints were painted onto cars, before voice prints, laser prints, network servers, record pressings, motion picture prints, photo prints, colour woodblock prints, before books, textile prints, and footprints. If we accept that higher mammals such as elephants have a learnt culture, then it is possible to extend a definition of printing beyond Homo sapiens. Poole reports that elephants mechanically trumpet reproductions of human car horns into the air surrounding their society. If nothing else, this cross-species, cross-cultural reproduction, this ‘ability to mimic’ is ‘another sign of their intelligence’. Observation of child development suggests that the first significant meaningful ‘impression’ made on the human mind is that of the face of the child’s nurturer – usually its mother. The baby’s mind forms an ‘impression’, a mental print, a reproducible memory data set, of the nurturer’s face, voice, smell, touch, etc. That face is itself a cultural construct: hair style, makeup, piercings, tattoos, ornaments, nutrition-influenced skin and smell, perfume, temperature and voice. A mentally reproducible pattern of a unique face is formed in the mind, and we use that pattern to distinguish ‘familiar and strange’ in our expanding social orbit. The social relations of patterned memory – of imprinting – determine the extent to which we explore our world (armed with research aids such as text print) or whether we turn to violence or self-harm (Bretherton). While our cultural artifacts (such as vellum maps or networked voice message servers) bravely extend our significant patterns into the social world and the traversed environment, it is useful to remember that such artifacts, including print, are themselves understood by our original pattern-reproduction and impression system – the human mind, developed in childhood. The ‘print’ is brought to mind differently in different discourses. For a reader, a ‘print’ is a book, a memo or a broadsheet, whether it is the Indian Buddhist Sanskrit texts ordered to be printed in 593 AD by the Chinese emperor Sui Wen-ti (Silk Road) or the US Defense Department memo authorizing lower ranks to torture the prisoners taken by the Bush administration (Sanchez, cited in ABC). Other fields see prints differently. For a musician, a ‘print’ may be the sheet music which spread classical and popular music around the world; it may be a ‘record’ (as in a ‘recording’ session), where sound is impressed to wax, vinyl, charged silicon particles, or the alloys (Smith, “Elpida”) of an mp3 file. For the fine artist, a ‘print’ may be any mechanically reproduced two-dimensional (or embossed) impression of a significant image in media from paper to metal, textile to ceramics. ‘Print’ embraces the Japanese Ukiyo-e colour prints of Utamaro, the company logos that wink from credit card holographs, the early photographs of Talbot, and the textured patterns printed into neolithic ceramics. Computer hardware engineers print computational circuits. Homicide detectives investigate both sweaty finger prints and the repeated, mechanical gaits of suspects, which are imprinted into the earthy medium of a crime scene. For film makers, the ‘print’ may refer to a photochemical polyester reproduction of a motion picture artifact (the reel of ‘celluloid’), or a DVD laser disc impression of the same film. Textualist discourse has borrowed the word ‘print’ to mean ‘text’, so ‘print’ may also refer to the text elements within the vision track of a motion picture: the film’s opening titles, or texts photographed inside the motion picture story such as the sword-cut ‘Z’ in Zorro (Niblo). Before the invention of writing, the main mechanically reproduced impression of a cultural symbol in a medium was the humble footprint in the sand. The footprints of tribes – and neighbouring animals – cut tracks in the vegetation and the soil. Printed tracks led towards food, water, shelter, enemies and friends. Having learnt to pattern certain faces into their mental world, children grew older and were educated in the footprints of family and clan, enemies and food. The continuous impression of significant foot traffic in the medium of the earth produced the lines between significant nodes of prewriting and pre-wheeled cultures. These tracks were married to audio tracks, such as the song lines of the Australian Aborigines, or the ballads of tramping culture everywhere. A typical tramping song has the line, ‘There’s a track winding back to an old-fashion shack along the road to Gundagai,’ (O’Hagan), although this colonial-style song was actually written for radio and became an international hit on the airwaves, rather than the tramping trails. The printed tracks impressed by these cultural flows are highly contested and diverse, and their foot prints are woven into our very language. The names for printed tracks have entered our shared memory from the intersection of many cultures: ‘Track’ is a Germanic word entering English usage comparatively late (1470) and now used mainly in audio visual cultural reproduction, as in ‘soundtrack’. ‘Trek’ is a Dutch word for ‘track’ now used mainly by ecotourists and science fiction fans. ‘Learn’ is a Proto-Indo-European word: the verb ‘learn’ originally meant ‘to find a track’ back in the days when ‘learn’ had a noun form which meant ‘the sole of the foot’. ‘Tract’ and ‘trace’ are Latin words entering English print usage before 1374 and now used mainly in religious, and electronic surveillance, cultural reproduction. ‘Trench’ in 1386 was a French path cut through a forest. ‘Sagacity’ in English print in 1548 was originally the ability to track or hunt, in Proto-Indo-European cultures. ‘Career’ (in English before 1534) was the print made by chariots in ancient Rome. ‘Sleuth’ (1200) was a Norse noun for a track. ‘Investigation’ (1436) was Latin for studying a footprint (Harper). The arrival of symbolic writing scratched on caves, hearth stones, and trees (the original meaning of ‘book’ is tree), brought extremely limited text education close to home. Then, with baked clay tablets, incised boards, slate, bamboo, tortoise shell, cast metal, bark cloth, textiles, vellum, and – later – paper, a portability came to text that allowed any culture to venture away from known ‘foot’ paths with a reduction in the risk of becoming lost and perishing. So began the world of maps, memos, bills of sale, philosophic treatises and epic mythologies. Some of this was printed, such as the mechanical reproduction of coins, but the fine handwriting required of long, extended, portable texts could not be printed until the invention of paper in China about 2000 years ago. Compared to lithic architecture and genes, portable text is a fragile medium, and little survives from the millennia of its innovators. The printing of large non-text designs onto bark-paper and textiles began in neolithic times, but Sui Wen-ti’s imperial memo of 593 AD gives us the earliest written date for printed books, although we can assume they had been published for many years previously. The printed book was a combination of Indian philosophic thought, wood carving, ink chemistry and Chinese paper. The earliest surviving fragment of paper-print technology is ‘Mantras of the Dharani Sutra’, a Buddhist scripture written in the Sanskrit language of the Indian subcontinent, unearthed at an early Tang Dynasty site in Xian, China – making the fragment a veteran piece of printing, in the sense that Sanskrit books had been in print for at least a century by the early Tang Dynasty (Chinese Graphic Arts Net). At first, paper books were printed with page-size carved wooden boards. Five hundred years later, Pi Sheng (c.1041) baked individual reusable ceramic characters in a fire and invented the durable moveable type of modern printing (Silk Road 2000). Abandoning carved wooden tablets, the ‘digitizing’ of Chinese moveable type sped up the production of printed texts. In turn, Pi Sheng’s flexible, rapid, sustainable printing process expanded the political-cultural impact of the literati in Asian society. Digitized block text on paper produced a bureaucratic, literate elite so powerful in Asia that Louis XVI of France copied China’s print-based Confucian system of political authority for his own empire, and so began the rise of the examined public university systems, and the civil service systems, of most European states (Watson, Visions). By reason of its durability, its rapid mechanical reproduction, its culturally agreed signs, literate readership, revered authorship, shared ideology, and distributed portability, a ‘print’ can be a powerful cultural network which builds and expands empires. But print also attacks and destroys empires. A case in point is the Spanish conquest of Aztec America: The Aztecs had immense libraries of American literature on bark-cloth scrolls, a technology which predated paper. These libraries were wiped out by the invading Spanish, who carried a different book before them (Ewins). In the industrial age, the printing press and the gun were seen as the weapons of rebellions everywhere. In 1776, American rebels staffed their ‘Homeland Security’ units with paper makers, knowing that defeating the English would be based on printed and written documents (Hahn). Mao Zedong was a book librarian; Mao said political power came out of the barrel of a gun, but Mao himself came out of a library. With the spread of wireless networked servers, political ferment comes out of the barrel of the cell phone and the internet chat room these days. Witness the cell phone displays of a plane hitting a tower that appear immediately after 9/11 in the Middle East, or witness the show trials of a few US and UK lower ranks who published prints of their torturing activities onto the internet: only lower ranks who published prints were arrested or tried. The control of secure servers and satellites is the new press. These days, we live in a global library of burning books – ‘burning’ in the sense that ‘print’ is now a charged silicon medium (Smith, “Intel”) which is usually made readable by connecting the chip to nuclear reactors and petrochemically-fired power stations. World resources burn as we read our screens. Men, women, children burn too, as we watch our infotainment news in comfort while ‘their’ flickering dead faces are printed in our broadcast hearths. The print we watch is not the living; it is the voodoo of the living in the blackout behind the camera, engaging the blood sacrifice of the tormented and the unfortunate. Internet texts are also ‘on fire’ in the third sense of their fragility and instability as a medium: data bases regularly ‘print’ fail-safe copies in an attempt to postpone the inevitable mechanical, chemical and electrical failure that awaits all electronic media in time. Print defines a moral position for everyone. In reporting conflict, in deciding to go to press or censor, any ‘print’ cannot avoid an ethical context, starting with the fact that there is a difference in power between print maker, armed perpetrators, the weak, the peaceful, the publisher, and the viewer. So many human factors attend a text, video or voice ‘print’: its very existence as an aesthetic object, even before publication and reception, speaks of unbalanced, and therefore dynamic, power relationships. For example, Graham Greene departed unscathed from all the highly dangerous battlefields he entered as a novelist: Riot-torn Germany, London Blitz, Belgian Congo, Voodoo Haiti, Vietnam, Panama, Reagan’s Washington, and mafia Europe. His texts are peopled with the injustices of the less fortunate of the twentieth century, while he himself was a member of the fortunate (if not happy) elite, as is anyone today who has the luxury of time to read Greene’s works for pleasure. Ethically a member of London and Paris’ colonizers, Greene’s best writing still electrifies, perhaps partly because he was in the same line of fire as the victims he shared bread with. In fact, Greene hoped daily that he would escape from the dreadful conflicts he fictionalized via a body bag or an urn of ashes (see Sherry). In reading an author’s biography we have one window on the ethical dimensions of authority and print. If a print’s aesthetics are sometimes enduring, its ethical relationships are always mutable. Take the stylized logo of a running athlete: four limbs bent in a rotation of action. This dynamic icon has symbolized ‘good health’ in Hindu and Buddhist culture, from Madras to Tokyo, for thousands of years. The cross of bent limbs was borrowed for the militarized health programs of 1930s Germany, and, because of what was only a brief, recent, isolated yet monstrously horrific segment of its history in print, the bent-limbed swastika is now a vilified symbol in the West. The sign remains ‘impressed’ differently on traditional Eastern culture, and without the taint of Nazism. Dramatic prints are emotionally charged because, in depicting Homo sapiens in danger, or passionately in love, they elicit a hormonal reaction from the reader, the viewer, or the audience. The type of emotions triggered by a print vary across the whole gamut of human chemistry. A recent study of three genres of motion picture prints shows a marked differences in the hormonal responses of men compared to women when viewing a romance, an actioner, and a documentary (see Schultheiss, Wirth, and Stanton). Society is biochemically diverse in its engagement with printed culture, which raises questions about equality in the arts. Motion picture prints probably comprise around one third of internet traffic, in the form of stolen digitized movie files pirated across the globe via peer-to-peer file transfer networks (p2p), and burnt as DVD laser prints (BBC). There is also a US 40 billion dollar per annum legitimate commerce in DVD laser pressings (Grassl), which would suggest an US 80 billion per annum world total in legitimate laser disc print culture. The actively screen literate, or the ‘sliterati’ as I prefer to call them, research this world of motion picture prints via their peers, their internet information channels, their television programming, and their web forums. Most of this activity occurs outside the ambit of universities and schools. One large site of sliterate (screen literate) practice outside most schooling and official research is the net of online forums at imdb.com (International Movie Data Base). Imdb.com ‘prints’ about 25,000,000 top pages per month to client browsers. Hundreds of sliterati forums are located at imdb, including a forum for the Australian movie, Muriel’s Wedding (Hogan). Ten years after the release of Muriel’s Wedding, young people who are concerned with victimization and bullying still log on to http://us.imdb.com/title/tt0110598/board/> and put their thoughts into print: I still feel so bad for Muriel in the beginning of the movie, when the girls ‘dump’ her, and how much the poor girl cried and cried! Those girls were such biartches…I love how they got their comeuppance! bunniesormaybemidgets’s comment is typical of the current discussion. Muriel’s Wedding was a very popular film in its first cinema edition in Australia and elsewhere. About 30% of the entire over-14 Australian population went to see this photochemical polyester print in the cinemas on its first release. A decade on, the distributors printed a DVD laser disc edition. The story concerns Muriel (played by Toni Collette), the unemployed daughter of a corrupt, ‘police state’ politician. Muriel is bullied by her peers and she withdraws into a fantasy world, deluding herself that a white wedding will rescue her from the torments of her blighted life. Through theft and deceit (the modus operandi of her father) Muriel escapes to the entertainment industry and finds a ‘wicked’ girlfriend mentor. From a rebellious position of stubborn independence, Muriel plays out her fantasy. She gets her white wedding, before seeing both her father and her new married life as hollow shams which have goaded her abandoned mother to suicide. Redefining her life as a ‘game’ and assuming responsibility for her independence, Muriel turns her back on the mainstream, image-conscious, female gang of her oppressed youth. Muriel leaves the story, having rekindled her friendship with her rebel mentor. My methodological approach to viewing the laser disc print was to first make a more accessible, coded record of the entire movie. I was able to code and record the print in real time, using a new metalanguage (Watson, “Eyes”). The advantage of Coding is that ‘thinks’ the same way as film making, it does not sidetrack the analyst into prose. The Code splits the movie print into Vision Action [vision graphic elements, including text] (sound) The Coding splits the vision track into normal action and graphic elements, such as text, so this Coding is an ideal method for extracting all the text elements of a film in real time. After playing the film once, I had four and a half tightly packed pages of the coded story, including all its text elements in square brackets. Being a unique, indexed hard copy, the Coded copy allowed me immediate access to any point of the Muriel’s Wedding saga without having to search the DVD laser print. How are ‘print’ elements used in Muriel’s Wedding? Firstly, a rose-coloured monoprint of Muriel Heslop’s smiling face stares enigmatically from the plastic surface of the DVD picture disc. The print is a still photo captured from her smile as she walked down the aisle of her white wedding. In this print, Toni Collette is the Mona Lisa of Australian culture, except that fans of Muriel’s Wedding know the meaning of that smile is a magical combination of the actor’s art: the smile is both the flush of dreams come true and the frightening self deception that will kill her mother. Inserting and playing the disc, the text-dominant menu appears, and the film commences with the text-dominant opening titles. Text and titles confer a legitimacy on a work, whether it is a trade mark of the laser print owners, or the household names of stars. Text titles confer status relationships on both the presenters of the cultural artifact and the viewer who has entered into a legal license agreement with the owners of the movie. A title makes us comfortable, because the mind always seeks to name the unfamiliar, and a set of text titles does that job for us so that we can navigate the ‘tracks’ and settle into our engagement with the unfamiliar. The apparent ‘truth’ and ‘stability’ of printed text calms our fears and beguiles our uncertainties. Muriel attends the white wedding of a school bully bride, wearing a leopard print dress she has stolen. Muriel’s spotted wild animal print contrasts with the pure white handmade dress of the bride. In Muriel’s leopard textile print, we have the wild, rebellious, impoverished, inappropriate intrusion into the social ritual and fantasy of her high-status tormentor. An off-duty store detective recognizes the printed dress and calls the police. The police are themselves distinguished by their blue-and-white checked prints and other mechanically reproduced impressions of cultural symbols: in steel, brass, embroidery, leather and plastics. Muriel is driven in the police car past the stenciled town sign (‘Welcome To Porpoise Spit’ heads a paragraph of small print). She is delivered to her father, a politician who presides over the policing of his town. In a state where the judiciary, police and executive are hijacked by the same tyrant, Muriel’s father, Bill, pays off the police constables with a carton of legal drugs (beer) and Muriel must face her father’s wrath, which he proceeds to transfer to his detested wife. Like his daughter, the father also wears a spotted brown print costume, but his is a batik print from neighbouring Indonesia (incidentally, in a nation that takes the political status of its batik prints very seriously). Bill demands that Muriel find the receipt for the leopard print dress she claims she has purchased. The legitimate ownership of the object is enmeshed with a printed receipt, the printed evidence of trade. The law (and the paramilitary power behind the law) are legitimized, or contested, by the presence or absence of printed text. Muriel hides in her bedroom, surround by poster prints of the pop group ABBA. Torn-out prints of other people’s weddings adorn her mirror. Her face is embossed with the clown-like primary colours of the marionette as she lifts a bouquet to her chin and stares into the real time ‘print’ of her mirror image. Bill takes the opportunity of a business meeting with Japanese investors to feed his entire family at ‘Charlie Chan’’s restaurant. Muriel’s middle sister sloppily wears her father’s state election tee shirt, printed with the text: ‘Vote 1, Bill Heslop. You can’t stop progress.’ The text sets up two ironic gags that are paid off on the dialogue track: “He lost,’ we are told. ‘Progress’ turns out to be funding the concreting of a beach. Bill berates his daughter Muriel: she has no chance of becoming a printer’s apprentice and she has failed a typing course. Her dysfunction in printed text has been covered up by Bill: he has bribed the typing teacher to issue a printed diploma to his daughter. In the gambling saloon of the club, under the arrays of mechanically repeated cultural symbols lit above the poker machines (‘A’ for ace, ‘Q’ for queen, etc.), Bill’s secret girlfriend Diedre risks giving Muriel a cosmetics job. Another text icon in lights announces the surf nightclub ‘Breakers’. Tania, the newly married queen bitch who has made Muriel’s teenage years a living hell, breaks up with her husband, deciding to cash in his negotiable text documents – his Bali honeymoon tickets – and go on an island holiday with her girlfriends instead. Text documents are the enduring site of agreements between people and also the site of mutations to those agreements. Tania dumps Muriel, who sobs and sobs. Sobs are a mechanical, percussive reproduction impressed on the sound track. Returning home, we discover that Muriel’s older brother has failed a printed test and been rejected for police recruitment. There is a high incidence of print illiteracy in the Heslop family. Mrs Heslop (Jeannie Drynan), for instance, regularly has trouble at the post office. Muriel sees a chance to escape the oppression of her family by tricking her mother into giving her a blank cheque. Here is the confluence of the legitimacy of a bank’s printed negotiable document with the risk and freedom of a blank space for rebel Muriel’s handwriting. Unable to type, her handwriting has the power to steal every cent of her father’s savings. She leaves home and spends the family’s savings at an island resort. On the island, the text print-challenged Muriel dances to a recording (sound print) of ABBA, her hand gestures emphasizing her bewigged face, which is made up in an impression of her pop idol. Her imitation of her goddesses – the ABBA women, her only hope in a real world of people who hate or avoid her – is accompanied by her goddesses’ voices singing: ‘the mystery book on the shelf is always repeating itself.’ Before jpeg and gif image downloads, we had postcard prints and snail mail. Muriel sends a postcard to her family, lying about her ‘success’ in the cosmetics business. The printed missal is clutched by her father Bill (Bill Hunter), who proclaims about his daughter, ‘you can’t type but you really impress me’. Meanwhile, on Hibiscus Island, Muriel lies under a moonlit palm tree with her newly found mentor, ‘bad girl’ Ronda (Rachel Griffiths). In this critical scene, where foolish Muriel opens her heart’s yearnings to a confidante she can finally trust, the director and DP have chosen to shoot a flat, high contrast blue filtered image. The visual result is very much like the semiabstract Japanese Ukiyo-e woodblock prints by Utamaro. This Japanese printing style informed the rise of European modern painting (Monet, Van Gogh, Picasso, etc., were all important collectors and students of Ukiyo-e prints). The above print and text elements in Muriel’s Wedding take us 27 minutes into her story, as recorded on a single page of real-time handwritten Coding. Although not discussed here, the Coding recorded the complete film – a total of 106 minutes of text elements and main graphic elements – as four pages of Code. Referring to this Coding some weeks after it was made, I looked up the final code on page four: taxi [food of the sea] bq. Translation: a shop sign whizzes past in the film’s background, as Muriel and Ronda leave Porpoise Spit in a taxi. Over their heads the text ‘Food Of The Sea’ flashes. We are reminded that Muriel and Ronda are mermaids, fantastic creatures sprung from the brow of author PJ Hogan, and illuminated even today in the pantheon of women’s coming-of-age art works. That the movie is relevant ten years on is evidenced by the current usage of the Muriel’s Wedding online forum, an intersection of wider discussions by sliterate women on imdb.com who, like Muriel, are observers (and in some cases victims) of horrific pressure from ambitious female gangs and bullies. Text is always a minor element in a motion picture (unless it is a subtitled foreign film) and text usually whizzes by subliminally while viewing a film. By Coding the work for [text], all the text nuances made by the film makers come to light. While I have viewed Muriel’s Wedding on many occasions, it has only been in Coding it specifically for text that I have noticed that Muriel is a representative of that vast class of talented youth who are discriminated against by print (as in text) educators who cannot offer her a life-affirming identity in the English classroom. Severely depressed at school, and failing to type or get a printer’s apprenticeship, Muriel finds paid work (and hence, freedom, life, identity, independence) working in her audio visual printed medium of choice: a video store in a new city. Muriel found a sliterate admirer at the video store but she later dumped him for her fantasy man, before leaving him too. One of the points of conjecture on the imdb Muriel’s Wedding site is, did Muriel (in the unwritten future) get back together with admirer Brice Nobes? That we will never know. While a print forms a track that tells us where culture has been, a print cannot be the future, a print is never animate reality. At the end of any trail of prints, one must lift one’s head from the last impression, and negotiate satisfaction in the happening world. References Australian Broadcasting Corporation. “Memo Shows US General Approved Interrogations.” 30 Mar. 2005 http://www.abc.net.au>. British Broadcasting Commission. “Films ‘Fuel Online File-Sharing’.’’ 22 Feb. 2005 http://news.bbc.co.uk/1/hi/technology/3890527.stm>. Bretherton, I. “The Origins of Attachment Theory: John Bowlby and Mary Ainsworth.” 1994. 23 Jan. 2005 http://www.psy.med.br/livros/autores/bowlby/bowlby.pdf>. Bunniesormaybemidgets. Chat Room Comment. “What Did Those Girls Do to Rhonda?” 28 Mar. 2005 http://us.imdb.com/title/tt0110598/board/>. Chinese Graphic Arts Net. Mantras of the Dharani Sutra. 20 Feb. 2005 http://www.cgan.com/english/english/cpg/engcp10.htm>. Ewins, R. Barkcloth and the Origins of Paper. 1991. 20 Feb. 2005 http://www.justpacific.com/pacific/papers/barkcloth~paper.html>. Grassl K.R. The DVD Statistical Report. 14 Mar. 2005 http://www.corbell.com>. Hahn, C. M. The Topic Is Paper. 20 Feb. 2005 http://www.nystamp.org/Topic_is_paper.html>. Harper, D. Online Etymology Dictionary. 14 Mar. 2005 http://www.etymonline.com/>. Mask of Zorro, The. Screenplay by J McCulley. UA, 1920. Muriel’s Wedding. Dir. PJ Hogan. Perf. Toni Collette, Rachel Griffiths, Bill Hunter, and Jeannie Drynan. Village Roadshow, 1994. O’Hagan, Jack. On The Road to Gundagai. 1922. 2 Apr. 2005 http://ingeb.org/songs/roadtogu.html>. Poole, J.H., P.L. Tyack, A.S. Stoeger-Horwath, and S. Watwood. “Animal Behaviour: Elephants Are Capable of Vocal Learning.” Nature 24 Mar. 2005. Sanchez, R. “Interrogation and Counter-Resistance Policy.” 14 Sept. 2003. 30 Mar. 2005 http://www.abc.net.au>. Schultheiss, O.C., M.M. Wirth, and S.J. Stanton. “Effects of Affiliation and Power Motivation Arousal on Salivary Progesterone and Testosterone.” Hormones and Behavior 46 (2005). Sherry, N. The Life of Graham Greene. 3 vols. London: Jonathan Cape 2004, 1994, 1989. Silk Road. Printing. 2000. 20 Feb. 2005 http://www.silk-road.com/artl/printing.shtml>. Smith, T. “Elpida Licenses ‘DVD on a Chip’ Memory Tech.” The Register 20 Feb. 2005 http://www.theregister.co.uk/2005/02>. —. “Intel Boffins Build First Continuous Beam Silicon Laser.” The Register 20 Feb. 2005 http://www.theregister.co.uk/2005/02>. Watson, R. S. “Eyes And Ears: Dramatic Memory Slicing and Salable Media Content.” Innovation and Speculation, ed. Brad Haseman. Brisbane: QUT. [in press] Watson, R. S. Visions. Melbourne: Curriculum Corporation, 1994. Citation reference for this article MLA Style Watson, Robert. "E-Press and Oppress: Audio Visual Print Drama, Identity, Text and Motion Picture Rebellion." M/C Journal 8.2 (2005). echo date('d M. Y'); ?> <http://journal.media-culture.org.au/0506/08-watson.php>. APA Style Watson, R. (Jun. 2005) "E-Press and Oppress: Audio Visual Print Drama, Identity, Text and Motion Picture Rebellion," M/C Journal, 8(2). Retrieved echo date('d M. Y'); ?> from <http://journal.media-culture.org.au/0506/08-watson.php>.

Introduction: Our current obsession with the lives of others “Biography—that is to say, our creative and non-fictional output devoted to recording and interpreting real lives—has enjoyed an extraordinary renaissance in recent years,” writes Nigel Hamilton in Biography: A Brief History (1). Ian Donaldson agrees that biography is back in fashion: “Once neglected within the academy and relegated to the dustier recesses of public bookstores, biography has made a notable return over recent years, emerging, somewhat surprisingly, as a new cultural phenomenon, and a new academic adventure” (23). For over a decade now, commentators having been making similar observations about our obsession with the intimacies of individual people’s lives. In a lecture in 1994, Justin Kaplan asserted the West was “a culture of biography” (qtd. in Salwak 1) and more recent research findings by John Feather and Hazel Woodbridge affirm that “the undiminished human curiosity about other peoples lives is clearly reflected in the popularity of autobiographies and biographies” (218). At least in relation to television, this assertion seems valid. In Australia, as in the USA and the UK, reality and other biographically based television shows have taken over from drama in both the numbers of shows produced and the viewers these shows attract, and these forms are also popular in Canada (see, for instance, Morreale on The Osbournes). In 2007, the program Biography celebrated its twentieth anniversary season to become one of the longest running documentary series on American television; so successful that in 1999 it was spun off into its own eponymous channel (Rak; Dempsey). Premiered in May 1996, Australian Story—which aims to utilise a “personal approach” to biographical storytelling—has won a significant viewership, critical acclaim and professional recognition (ABC). It can also be posited that the real home movies viewers submit to such programs as Australia’s Favourite Home Videos, and “chat” or “confessional” television are further reflections of a general mania for biographical detail (see Douglas), no matter how fragmented, sensationalized, or even inane and cruel. A recent example of the latter, the USA-produced The Moment of Truth, has contestants answering personal questions under polygraph examination and then again in front of an audience including close relatives and friends—the more “truthful” their answers (and often, the more humiliated and/or distressed contestants are willing to be), the more money they can win. Away from television, but offering further evidence of this interest are the growing readerships for personally oriented weblogs and networking sites such as MySpace and Facebook (Grossman), individual profiles and interviews in periodical publications, and the recently widely revived newspaper obituary column (Starck). Adult and community education organisations run short courses on researching and writing auto/biographical forms and, across Western countries, the family history/genealogy sections of many local, state, and national libraries have been upgraded to meet the increasing demand for these services. Academically, journals and e-mail discussion lists have been established on the topics of biography and autobiography, and North American, British, and Australian universities offer undergraduate and postgraduate courses in life writing. The commonly aired wisdom is that published life writing in its many text-based forms (biography, autobiography, memoir, diaries, and collections of personal letters) is enjoying unprecedented popularity. It is our purpose to examine this proposition. Methodological problems There are a number of problems involved in investigating genre popularity, growth, and decline in publishing. Firstly, it is not easy to gain access to detailed statistics, which are usually only available within the industry. Secondly, it is difficult to ascertain how publishing statistics are gathered and what they report (Eliot). There is the question of whether bestselling booklists reflect actual book sales or are manipulated marketing tools (Miller), although the move from surveys of booksellers to electronic reporting at point of sale in new publishing lists such as BookScan will hopefully obviate this problem. Thirdly, some publishing lists categorise by subject and form, some by subject only, and some do not categorise at all. This means that in any analysis of these statistics, a decision has to be made whether to use the publishing list’s system or impose a different mode. If the publishing list is taken at face value, the question arises of whether to use categorisation by form or by subject. Fourthly, there is the bedeviling issue of terminology. Traditionally, there reigned a simple dualism in the terminology applied to forms of telling the true story of an actual life: biography and autobiography. Publishing lists that categorise their books, such as BookScan, have retained it. But with postmodern recognition of the presence of the biographer in a biography and of the presence of other subjects in an autobiography, the dichotomy proves false. There is the further problem of how to categorise memoirs, diaries, and letters. In the academic arena, the term “life writing” has emerged to describe the field as a whole. Within the genre of life writing, there are, however, still recognised sub-genres. Academic definitions vary, but generally a biography is understood to be a scholarly study of a subject who is not the writer; an autobiography is the story of a entire life written by its subject; while a memoir is a segment or particular focus of that life told, again, by its own subject. These terms are, however, often used interchangeably even by significant institutions such the USA Library of Congress, which utilises the term “biography” for all. Different commentators also use differing definitions. Hamilton uses the term “biography” to include all forms of life writing. Donaldson discusses how the term has been co-opted to include biographies of place such as Peter Ackroyd’s London: The Biography (2000) and of things such as Lizzie Collingham’s Curry: A Biography (2005). This reflects, of course, a writing/publishing world in which non-fiction stories of places, creatures, and even foodstuffs are called biographies, presumably in the belief that this will make them more saleable. The situation is further complicated by the emergence of hybrid publishing forms such as, for instance, the “memoir-with-recipes” or “food memoir” (Brien, Rutherford and Williamson). Are such books to be classified as autobiography or put in the “cookery/food & drink” category? We mention in passing the further confusion caused by novels with a subtitle of The Biography such as Virginia Woolf’s Orlando. The fifth methodological problem that needs to be mentioned is the increasing globalisation of the publishing industry, which raises questions about the validity of the majority of studies available (including those cited herein) which are nationally based. Whether book sales reflect what is actually read (and by whom), raises of course another set of questions altogether. Methodology In our exploration, we were fundamentally concerned with two questions. Is life writing as popular as claimed? And, if it is, is this a new phenomenon? To answer these questions, we examined a range of available sources. We began with the non-fiction bestseller lists in Publishers Weekly (a respected American trade magazine aimed at publishers, librarians, booksellers, and literary agents that claims to be international in scope) from their inception in 1912 to the present time. We hoped that this data could provide a longitudinal perspective. The term bestseller was coined by Publishers Weekly when it began publishing its lists in 1912; although the first list of popular American books actually appeared in The Bookman (New York) in 1895, based itself on lists appearing in London’s The Bookman since 1891 (Bassett and Walter 206). The Publishers Weekly lists are the best source of longitudinal information as the currently widely cited New York Times listings did not appear till 1942, with the Wall Street Journal a late entry into the field in 1994. We then examined a number of sources of more recent statistics. We looked at the bestseller lists from the USA-based Amazon.com online bookseller; recent research on bestsellers in Britain; and lists from Nielsen BookScan Australia, which claims to tally some 85% or more of books sold in Australia, wherever they are published. In addition to the reservations expressed above, caveats must be aired in relation to these sources. While Publishers Weekly claims to be an international publication, it largely reflects the North American publishing scene and especially that of the USA. Although available internationally, Amazon.com also has its own national sites—such as Amazon.co.uk—not considered here. It also caters to a “specific computer-literate, credit-able clientele” (Gutjahr: 219) and has an unashamedly commercial focus, within which all the information generated must be considered. In our analysis of the material studied, we will use “life writing” as a genre term. When it comes to analysis of the lists, we have broken down the genre of life writing into biography and autobiography, incorporating memoir, letters, and diaries under autobiography. This is consistent with the use of the terminology in BookScan. Although we have broken down the genre in this way, it is the overall picture with regard to life writing that is our concern. It is beyond the scope of this paper to offer a detailed analysis of whether, within life writing, further distinctions should be drawn. Publishers Weekly: 1912 to 2006 1912 saw the first list of the 10 bestselling non-fiction titles in Publishers Weekly. It featured two life writing texts, being headed by an autobiography, The Promised Land by Russian Jewish immigrant Mary Antin, and concluding with Albert Bigelow Paine’s six-volume biography, Mark Twain. The Publishers Weekly lists do not categorise non-fiction titles by either form or subject, so the classifications below are our own with memoir classified as autobiography. In a decade-by-decade tally of these listings, there were 3 biographies and 20 autobiographies in the lists between 1912 and 1919; 24 biographies and 21 autobiographies in the 1920s; 13 biographies and 40 autobiographies in the 1930s; 8 biographies and 46 biographies in the 1940s; 4 biographies and 14 autobiographies in the 1950s; 11 biographies and 13 autobiographies in the 1960s; 6 biographies and 11 autobiographies in the 1970s; 3 biographies and 19 autobiographies in the 1980s; 5 biographies and 17 autobiographies in the 1990s; and 2 biographies and 7 autobiographies from 2000 up until the end of 2006. See Appendix 1 for the relevant titles and authors. Breaking down the most recent figures for 1990–2006, we find a not radically different range of figures and trends across years in the contemporary environment. The validity of looking only at the top ten books sold in any year is, of course, questionable, as are all the issues regarding sources discussed above. But one thing is certain in terms of our inquiry. There is no upwards curve obvious here. If anything, the decade break-down suggests that sales are trending downwards. This is in keeping with the findings of Michael Korda, in his history of twentieth-century bestsellers. He suggests a consistent longitudinal picture across all genres: In every decade, from 1900 to the end of the twentieth century, people have been reliably attracted to the same kind of books […] Certain kinds of popular fiction always do well, as do diet books […] self-help books, celebrity memoirs, sensationalist scientific or religious speculation, stories about pets, medical advice (particularly on the subjects of sex, longevity, and child rearing), folksy wisdom and/or humour, and the American Civil War (xvii). Amazon.com since 2000 The USA-based Amazon.com online bookselling site provides listings of its own top 50 bestsellers since 2000, although only the top 14 bestsellers are recorded for 2001. As fiction and non-fiction are not separated out on these lists and no genre categories are specified, we have again made our own decisions about what books fall into the category of life writing. Generally, we erred on the side of inclusion. (See Appendix 2.) However, when it came to books dealing with political events, we excluded books dealing with specific aspects of political practice/policy. This meant excluding books on, for instance, George Bush’s so-called ‘war on terror,’ of which there were a number of bestsellers listed. In summary, these listings reveal that of the top 364 books sold by Amazon from 2000 to 2007, 46 (or some 12.6%) were, according to our judgment, either biographical or autobiographical texts. This is not far from the 10% of the 1912 Publishers Weekly listing, although, as above, the proportion of bestsellers that can be classified as life writing varied dramatically from year to year, with no discernible pattern of peaks and troughs. This proportion tallied to 4% auto/biographies in 2000, 14% in 2001, 10% in 2002, 18% in 2003 and 2004, 4% in 2005, 14% in 2006 and 20% in 2007. This could suggest a rising trend, although it does not offer any consistent trend data to suggest sales figures may either continue to grow, or fall again, in 2008 or afterwards. Looking at the particular texts in these lists (see Appendix 2) also suggests that there is no general trend in the popularity of life writing in relation to other genres. For instance, in these listings in Amazon.com, life writing texts only rarely figure in the top 10 books sold in any year. So rarely indeed, that from 2001 there were only five in this category. In 2001, John Adams by David McCullough was the best selling book of the year; in 2003, Hillary Clinton’s autobiographical Living History was 7th; in 2004, My Life by Bill Clinton reached number 1; in 2006, Nora Ephron’s I Feel Bad About My Neck: and Other Thoughts on Being a Woman was 9th; and in 2007, Ishmael Beah’s discredited A Long Way Gone: Memoirs of a Boy Soldier came in at 8th. Apart from McCulloch’s biography of Adams, all the above are autobiographical texts, while the focus on leading political figures is notable. Britain: Feather and Woodbridge With regard to the British situation, we did not have actual lists and relied on recent analysis. John Feather and Hazel Woodbridge find considerably higher levels for life writing in Britain than above with, from 1998 to 2005, 28% of British published non-fiction comprising autobiography, while 8% of hardback and 5% of paperback non-fiction was biography (2007). Furthermore, although Feather and Woodbridge agree with commentators that life writing is currently popular, they do not agree that this is a growth state, finding the popularity of life writing “essentially unchanged” since their previous study, which covered 1979 to the early 1990s (Feather and Reid). Australia: Nielsen BookScan 2006 and 2007 In the Australian publishing industry, where producing books remains an ‘expensive, risky endeavour which is increasingly market driven’ (Galligan 36) and ‘an inherently complex activity’ (Carter and Galligan 4), the most recent Australian Bureau of Statistics figures reveal that the total numbers of books sold in Australia has remained relatively static over the past decade (130.6 million in the financial year 1995–96 and 128.8 million in 2003–04) (ABS). During this time, however, sales volumes of non-fiction publications have grown markedly, with a trend towards “non-fiction, mass market and predictable” books (Corporall 41) resulting in general non-fiction sales in 2003–2004 outselling general fiction by factors as high as ten depending on the format—hard- or paperback, and trade or mass market paperback (ABS 2005). However, while non-fiction has increased in popularity in Australia, the same does not seem to hold true for life writing. Here, in utilising data for the top 5,000 selling non-fiction books in both 2006 and 2007, we are relying on Nielsen BookScan’s categorisation of texts as either biography or autobiography. In 2006, no works of life writing made the top 10 books sold in Australia. In looking at the top 100 books sold for 2006, in some cases the subjects of these works vary markedly from those extracted from the Amazon.com listings. In Australia in 2006, life writing makes its first appearance at number 14 with convicted drug smuggler Schapelle Corby’s My Story. This is followed by another My Story at 25, this time by retired Australian army chief, Peter Cosgrove. Jonestown: The Power and Myth of Alan Jones comes in at 34 for the Australian broadcaster’s biographer Chris Masters; the biography, The Innocent Man by John Grisham at 38 and Li Cunxin’s autobiographical Mao’s Last Dancer at 45. Australian Susan Duncan’s memoir of coping with personal loss, Salvation Creek: An Unexpected Life makes 50; bestselling USA travel writer Bill Bryson’s autobiographical memoir of his childhood The Life and Times of the Thunderbolt Kid 69; Mandela: The Authorised Portrait by Rosalind Coward, 79; and Joanne Lees’s memoir of dealing with her kidnapping, the murder of her partner and the justice system in Australia’s Northern Territory, No Turning Back, 89. These books reveal a market preference for autobiographical writing, and an almost even split between Australian and overseas subjects in 2006. 2007 similarly saw no life writing in the top 10. The books in the top 100 sales reveal a downward trend, with fewer titles making this band overall. In 2007, Terri Irwin’s memoir of life with her famous husband, wildlife warrior Steve Irwin, My Steve, came in at number 26; musician Andrew Johns’s memoir of mental illness, The Two of Me, at 37; Ayaan Hirst Ali’s autobiography Infidel at 39; John Grogan’s biography/memoir, Marley and Me: Life and Love with the World’s Worst Dog, at 42; Sally Collings’s biography of the inspirational young survivor Sophie Delezio, Sophie’s Journey, at 51; and Elizabeth Gilbert’s hybrid food, self-help and travel memoir, Eat, Pray, Love: One Woman’s Search for Everything at 82. Mao’s Last Dancer, published the year before, remained in the top 100 in 2007 at 87. When moving to a consideration of the top 5,000 books sold in Australia in 2006, BookScan reveals only 62 books categorised as life writing in the top 1,000, and only 222 in the top 5,000 (with 34 titles between 1,000 and 1,999, 45 between 2,000 and 2,999, 48 between 3,000 and 3,999, and 33 between 4,000 and 5,000). 2007 shows a similar total of 235 life writing texts in the top 5,000 bestselling books (75 titles in the first 1,000, 27 between 1,000 and 1,999, 51 between 2,000 and 2,999, 39 between 3,000 and 3,999, and 43 between 4,000 and 5,000). In both years, 2006 and 2007, life writing thus not only constituted only some 4% of the bestselling 5,000 titles in Australia, it also showed only minimal change between these years and, therefore, no significant growth. Conclusions Our investigation using various instruments that claim to reflect levels of book sales reveals that Western readers’ willingness to purchase published life writing has not changed significantly over the past century. We find no evidence of either a short, or longer, term growth or boom in sales in such books. Instead, it appears that what has been widely heralded as a new golden age of life writing may well be more the result of an expanded understanding of what is included in the genre than an increased interest in it by either book readers or publishers. What recent years do appear to have seen, however, is a significantly increased interest by public commentators, critics, and academics in this genre of writing. We have also discovered that the issue of our current obsession with the lives of others tends to be discussed in academic as well as popular fora as if what applies to one sub-genre or production form applies to another: if biography is popular, then autobiography will also be, and vice versa. If reality television programming is attracting viewers, then readers will be flocking to life writing as well. Our investigation reveals that such propositions are questionable, and that there is significant research to be completed in mapping such audiences against each other. This work has also highlighted the difficulty of separating out the categories of written texts in publishing studies, firstly in terms of determining what falls within the category of life writing as distinct from other forms of non-fiction (the hybrid problem) and, secondly, in terms of separating out the categories within life writing. Although we have continued to use the terms biography and autobiography as sub-genres, we are aware that they are less useful as descriptors than they are often assumed to be. In order to obtain a more complete and accurate picture, publishing categories may need to be agreed upon, redefined and utilised across the publishing industry and within academia. This is of particular importance in the light of the suggestions (from total sales volumes) that the audiences for books are limited, and therefore the rise of one sub-genre may be directly responsible for the fall of another. Bair argues, for example, that in the 1980s and 1990s, the popularity of what she categorises as memoir had direct repercussions on the numbers of birth-to-death biographies that were commissioned, contracted, and published as “sales and marketing staffs conclude[d] that readers don’t want a full-scale life any more” (17). Finally, although we have highlighted the difficulty of using publishing statistics when there is no common understanding as to what such data is reporting, we hope this study shows that the utilisation of such material does add a depth to such enquiries, especially in interrogating the anecdotal evidence that is often quoted as data in publishing and other studies. Appendix 1 Publishers Weekly listings 1990–1999 1990 included two autobiographies, Bo Knows Bo by professional athlete Bo Jackson (with Dick Schaap) and Ronald Reagan’s An America Life: An Autobiography. In 1991, there were further examples of life writing with unimaginative titles, Me: Stories of My Life by Katherine Hepburn, Nancy Reagan: The Unauthorized Biography by Kitty Kelley, and Under Fire: An American Story by Oliver North with William Novak; as indeed there were again in 1992 with It Doesn’t Take a Hero: The Autobiography of Norman Schwarzkopf, Sam Walton: Made in America, the autobiography of the founder of Wal-Mart, Diana: Her True Story by Andrew Morton, Every Living Thing, yet another veterinary outpouring from James Herriot, and Truman by David McCullough. In 1993, radio shock-jock Howard Stern was successful with the autobiographical Private Parts, as was Betty Eadie with her detailed recounting of her alleged near-death experience, Embraced by the Light. Eadie’s book remained on the list in 1994 next to Don’t Stand too Close to a Naked Man, comedian Tim Allen’s autobiography. Flag-waving titles continue in 1995 with Colin Powell’s My American Journey, and Miss America, Howard Stern’s follow-up to Private Parts. 1996 saw two autobiographical works, basketball superstar Dennis Rodman’s Bad as I Wanna Be and figure-skater, Ekaterina Gordeeva’s (with EM Swift) My Sergei: A Love Story. In 1997, Diana: Her True Story returns to the top 10, joining Frank McCourt’s Angela’s Ashes and prolific biographer Kitty Kelly’s The Royals, while in 1998, there is only the part-autobiography, part travel-writing A Pirate Looks at Fifty, by musician Jimmy Buffet. There is no biography or autobiography included in either the 1999 or 2000 top 10 lists in Publishers Weekly, nor in that for 2005. In 2001, David McCullough’s biography John Adams and Jack Welch’s business memoir Jack: Straight from the Gut featured. In 2002, Let’s Roll! Lisa Beamer’s tribute to her husband, one of the heroes of 9/11, written with Ken Abraham, joined Rudolph Giuliani’s autobiography, Leadership. 2003 saw Hillary Clinton’s autobiography Living History and Paul Burrell’s memoir of his time as Princess Diana’s butler, A Royal Duty, on the list. In 2004, it was Bill Clinton’s turn with My Life. In 2006, we find John Grisham’s true crime (arguably a biography), The Innocent Man, at the top, Grogan’s Marley and Me at number three, and the autobiographical The Audacity of Hope by Barack Obama in fourth place. Appendix 2 Amazon.com listings since 2000 In 2000, there were only two auto/biographies in the top Amazon 50 bestsellers with Lance Armstrong’s It’s Not about the Bike: My Journey Back to Life about his battle with cancer at 20, and Dave Eggers’s self-consciously fictionalised memoir, A Heartbreaking Work of Staggering Genius at 32. In 2001, only the top 14 bestsellers were recorded. At number 1 is John Adams by David McCullough and, at 11, Jack: Straight from the Gut by USA golfer Jack Welch. In 2002, Leadership by Rudolph Giuliani was at 12; Master of the Senate: The Years of Lyndon Johnson by Robert Caro at 29; Portrait of a Killer: Jack the Ripper by Patricia Cornwell at 42; Blinded by the Right: The Conscience of an Ex-Conservative by David Brock at 48; and Louis Gerstner’s autobiographical Who Says Elephants Can’t Dance: Inside IBM’s Historic Turnaround at 50. In 2003, Living History by Hillary Clinton was 7th; Benjamin Franklin: An American Life by Walter Isaacson 14th; Dereliction of Duty: The Eyewitness Account of How President Bill Clinton Endangered America’s Long-Term National Security by Robert Patterson 20th; Under the Banner of Heaven: A Story of Violent Faith by Jon Krakauer 32nd; Leap of Faith: Memoirs of an Unexpected Life by Queen Noor of Jordan 33rd; Kate Remembered, Scott Berg’s biography of Katharine Hepburn, 37th; Who’s your Caddy?: Looping for the Great, Near Great and Reprobates of Golf by Rick Reilly 39th; The Teammates: A Portrait of a Friendship about a winning baseball team by David Halberstam 42nd; and Every Second Counts by Lance Armstrong 49th. In 2004, My Life by Bill Clinton was the best selling book of the year; American Soldier by General Tommy Franks was 16th; Kevin Phillips’s American Dynasty: Aristocracy, Fortune and the Politics of Deceit in the House of Bush 18th; Timothy Russert’s Big Russ and Me: Father and Son. Lessons of Life 20th; Tony Hendra’s Father Joe: The Man who Saved my Soul 23rd; Ron Chernow’s Alexander Hamilton 27th; Cokie Roberts’s Founding Mothers: The Women Who Raised our Nation 31st; Kitty Kelley’s The Family: The Real Story of the Bush Dynasty 42nd; and Chronicles, Volume 1 by Bob Dylan was 43rd. In 2005, auto/biographical texts were well down the list with only The Year of Magical Thinking by Joan Didion at 45 and The Glass Castle: A Memoir by Jeanette Walls at 49. In 2006, there was a resurgence of life writing with Nora Ephron’s I Feel Bad About My Neck: and Other Thoughts on Being a Woman at 9; Grisham’s The Innocent Man at 12; Bill Buford’s food memoir Heat: an Amateur’s Adventures as Kitchen Slave, Line Cook, Pasta-Maker, and Apprentice to a Dante-Quoting Butcher in Tuscany at 23; more food writing with Julia Child’s My Life in France at 29; Immaculée Ilibagiza’s Left to Tell: Discovering God amidst the Rwandan Holocaust at 30; CNN anchor Anderson Cooper’s Dispatches from the Edge: A Memoir of War, Disasters and Survival at 43; and Isabella Hatkoff’s Owen & Mzee: The True Story of a Remarkable Friendship (between a baby hippo and a giant tortoise) at 44. In 2007, Ishmael Beah’s discredited A Long Way Gone: Memoirs of a Boy Soldier came in at 8; Walter Isaacson’s Einstein: His Life and Universe 13; Ayaan Hirst Ali’s autobiography of her life in Muslim society, Infidel, 18; The Reagan Diaries 25; Jesus of Nazareth by Pope Benedict XVI 29; Mother Teresa: Come be my Light 36; Clapton: The Autobiography 40; Tina Brown’s The Diana Chronicles 45; Tony Dungy’s Quiet Strength: The Principles, Practices & Priorities of a Winning Life 47; and Daniel Tammet’s Born on a Blue Day: Inside the Extraordinary Mind of an Autistic Savant at 49. Acknowledgements A sincere thank you to Michael Webster at RMIT for assistance with access to Nielsen BookScan statistics, and to the reviewers of this article for their insightful comments. Any errors are, of course, our own. References Australian Broadcasting Commission (ABC). “About Us.” Australian Story 2008. 1 June 2008. ‹http://www.abc.net.au/austory/aboutus.htm>. 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Online edition. 1 June 2008 ‹http://www.time.com/time/magazine/article/0%2C9171%2C1569514%2C00.html>. Gutjahr, Paul C. “No Longer Left Behind: Amazon.com, Reader Response, and the Changing Fortunes of the Christian Novel in America.” Book History 5 (2002): 209–36. Hamilton, Nigel. Biography: A Brief History. Cambridge, MA: Harvard UP, 2007. Kaplan, Justin. “A Culture of Biography.” The Literary Biography: Problems and Solutions. Ed. Dale Salwak. Basingstoke: Macmillan, 1996. 1–11. Korda, Michael. Making the List: A Cultural History of the American Bestseller 1900–1999. New York: Barnes & Noble, 2001. Miller, Laura J. “The Bestseller List as Marketing Tool and Historical Fiction.” Book History 3 (2000): 286–304. Morreale, Joanne. “Revisiting The Osbournes: The Hybrid Reality-Sitcom.” Journal of Film and Video 55.1 (Spring 2003): 3–15. Rak, Julie. “Bio-Power: CBC Television’s Life & Times and A&E Network’s Biography on A&E.” LifeWriting 1.2 (2005): 1–18. 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Swine semantics erupted into a linguistic battle between the two U.S. presidential candidates in the 2008 campaign over a lesser-known colloquialism “lipstick on a pig” reference in a speech by then Democratic presidential candidate, Barack Obama. This resulted in the Republicans sparring with the Democrats over the identification of the “swine” in question, claiming “sexism” and demanding an apology on behalf of then Governor Sarah Palin, the first female Republican vice presidential candidate. The Republican Party, fearful of being criticised for its own sexist and racist views (Kuhn par. 1), seized the opportunity to attack the Democrats with a proactive media campaign that made the lipstick comment a lead story in the media during a critical time less than two months before the election, derailing more serious campaign issues and focusing attention on Palin, who had just made her national political debut and whose level of experience was widely debated. Leskovec, Backstrom, and Kleinberg conducted a meme-tracking study for analysing news-cycle phrases in approximately 90 million stories from 1.6 million online sites spanning mainstream news to blogs during the final three months of the U.S. presidential election (1). They discovered that “lipstick on a pig” was “stickier” than other phrases and received “unexpectedly high popularity” (4). A simple Google search of “lipstick on a pig” resulted in 244,000 results, with more than half originating in 2008. Obama’s “Lipstick on a Pig” Reference During the final rounds of the 2008 U.S. presidential campaign, Democratic presidential candidate Barack Obama’s words at a widely televised campaign stop in Lebanon, Virginia, on 9 September, sparked a linguistic debate between the two major American political parties 56 days before Election Day. Obama attempted to debunk McCain’s strategy about change in the following statement:John McCain says he’s about change, too. [...] And so I guess his whole angle is, watch out, George Bush. Except for economic policy, healthcare policy, tax policy, education policy, foreign policy, and Karl Rove-style politics [...] That’s not change. That’s just calling some—the same thing, something different. But you know [...] you can put [...] lipstick on a pig. It’s still a pig (“Obama’s Take”).A reporter from The New York Times commented that it was clear to the audience that Obama’s “lipstick” phrase was a direct reference to McCain’s policies (Zeleny par. 5). Known as a well-educated, articulate speaker, perhaps one considered too professorial for mainstream America, Obama attempted to inject more folksy language and humour into his dialogue with the public. However, the Republicans interpreted the metaphor quite differently. Republicans Claim “Sexism” from a “Male Chauvinist Pig” The Republican contender John McCain and his entourage immediately took offence, claiming that the “pig” in question was a sexist comment referring to Palin, who was introduced on 29 August as the first female vice presidential candidate on the Republican ticket (“VP Pick”). A Republican National Committee spokeswoman quickly told the media, “Sarah Palin’s maverick record of reform doesn’t need any ‘dressing up,’ but the Obama campaign’s condescending commentary deserves some dressing down” (Chozick par. 8). McCain’s camp formed the Palin Truth Squad with 54 Republican women, primarily lawyers and politicians, on the same day as the metaphor was used, to counter negative media and Internet commentary about Palin (Harper A13). Almost immediately after Obama’s “lipstick” comment, McCain’s camp conducted a conference call with journalists and former Massachusetts Governor Jane Swift, a Republican and chair of the Palin Truth Squad, who stated the lipstick comment referred to Palin, “the only one of the four—the presidential and vice presidential candidates—who wears lipstick” (Kornblut and Shear par. 12). Another member of the Squad, Thelma Drake, then a Republican Representative from Virginia, said that “it’s hard for Barack Obama to paint himself as the agent of change if he harbors the same mindset that Palin and millions of women just like her, have been fighting against their whole lives” (Applegate par. 8). Swift and others also claimed Obama was referring to Palin since she had herself used a lipstick metaphor during her Republican National Convention speech, 3 Sepember: “I love those hockey moms. You know, they say the difference between a hockey mom and a pit bull? Lipstick” (“Palin’s Speech” par. 26). The Republicans also created an anti-Obama Web ad with the theme, “Ready to Lead? No. Ready to Smear? Yes,“ (Weisman and Slevin A01) with a compilation of video clips of Palin’s “lipstick” joke, followed by the latter part of Obama's “lipstick” speech, and CBS News anchorwoman, Katie Couric, talking about “sexism” in politics, that latter of which referred to an older clip referring to Hillary Clinton’s campaign for the White House. Both clips on Obama and Couric were taken out of context. CBS retaliated and released a statement that the network “does not endorse any candidate” and that “any use of CBS personnel in political advertising that suggests the contrary is misleading” (Silva par. 8). YouTube pulled the Republican Web ads stating that the cause was “due to a copyright claim” (Silva par. 7). Another porcine phrase became linked to Obama—“male chauvinist pig”—an expression that evolved as an outgrowth of the feminist movement in the 1960s and first appeared with the third word, “pig,” in the media in 1970 (Mansbridge and Flaster 261). BlogHer, a blog for women, posted “Liberal Chauvinist Pigs,” on the same day as Obama's speech, asking: “Does the expression male chauvinist pig come to mind?” (Leary par. 5) Other conservative blogs also reflected on this question, painting Obama as a male chauvinist pig, and chastising both the liberal media and the Democrats for questioning Palin’s credentials as a viable vice presidential candidate. Obama “Sexist Pig Gear” protest tee-shirts, buttons, and bumper stickers were sold online by Zazzle.com. Democratic Response to “Controversy” During a campaign stop in Norfolk, Virginia, the day after his “lipstick” comment, Obama called the Republican backlash the “latest made-up controversy by the John McCain campaign” and appealed for a return to more serious topics with “enough” of “foolish diversions” (“Obama Hits”). He stated that the Republicans “seize on an innocent remark, try to take it out of context, throw up an outrageous ad, because they know it’s catnip for the news media” (“Obama Hits”). Obama also referred to the situation as the “silly season of politics” in media interviews (James par. 8). Obama’s spokespeople rallied claiming that McCain played the “gender card about the use of a common analogy” (Kornblut and Shear par. 6). An Obama campaign spokesman distributed to the media copies of articles from a Chicago Tribune story in 2007 in which McCain applied the lipstick analogy about the healthcare strategy of Hillary Clinton, a previous female Democratic presidential contender (Chozick 11). Another Obama spokeswoman said that the porcine expression “was older than my grandfather’s grandfather,” (Zimmer par. 1) which also inspired the media and linguists to further investigate this claim. Evolution of “Lipstick on a Pig” This particular colloquial use of a “pig” evolved from a long history of porcine expressions in American politics. American political discourse has been rich with cultural references to porcine idioms with negative connotations. Pork barrels were common 19th-century household items used to store salt pork, and some plantation owners doled out the large barrels as rewards to slaves who then had to compete with each other to grab a portion (Maxey 693). In post-Civil War America, “pork barrel” became a political term for legislative bills “loaded with special projects for Members of Congress to distribute to their constituents back home as an act of largesse, courtesy of the federal taxpayer” (“Pork Barrel Legislation”). Today, “pork barrel” is widely used in the U.S., Australia, New Zealand, the United Kingdom, and other countries (“Definition Pork Barrel”) to refer to “government projects or appropriations yielding rich patronage benefits” (“Pork Barrel”). Conservative radio personality Rush Limbaugh coined the term, “porkulus,” as another expression for “pork barrel” by merging the words “pork and “stimulus,” while discussing President Obama’s economic stimulus package in January 2009 (Kuntz par. 1). Ben Zimmer, an American lexicologist, explained that “many porcine proverbs describe vain attempts at converting something from ugly to pretty, or from useless to useful” (par. 2). Zimmer and other writers investigated the heritage of “lipstick on a pig” over the past 500 years from “you can't make a silk purse from a sow’s ear,” “a hog in armour is still a hog,” and “a hog in a silk waistcoat is still a hog.” Zimmer connected the dots between the words “lipstick,” a 19th-century invention, and “pig” to a Los Angeles Times editor in 1926 who wrote: “Most of us know as much of history as a pig does of lipsticks” (par. 3). American Politicians Who Have Smeared “Lipstick on a Pig” Which American politicians had used “lipstick on a pig” before Obama? Both Democrats and Republicans have coloured their speech with this colloquialism to refer to specific issues, not specific people. In 2008, Elizabeth Edwards, wife of presidential hopeful John Edwards, used the porcine expression about McCain’s healthcare proposals at a Democratic campaign event and House Minority Leader John Boehner, a Republican, about weak Republican fundraising efforts during the same month (Covington and Curry par. 7-8). McCain ironically used the term twice to criticise Hillary Clinton’s healthcare proposals as “lipstick on a pig,” while they were both campaigning in 2007 (Covington and Curry par. 6). His statement received limited attention at the time. During a telephone interview in 2007, Obama also had used the pig analogy when referring to an “impossible assignment” George W. Bush gave to General Petraeus, who was then serving as the Multinational Forces Iraq Commander (Tapper par. 15). In 2004, Republican Vice President Richard Cheney applied a regional slant: “As we like to say in Wyoming, you can put all the lipstick you want on a pig, but at the end of the day it's still a pig,” about the national defence record of John Kerry, then a Democratic presidential nominee (Covington and Curry par. 4). A few months earlier that year, John Edwards, Democratic vice presidential candidate, scolded the Bush administration for putting “lipstick on a pig” on “lackluster job-creation numbers” (Covington and Curry par. 3). Representative Charles Rangel, a Democrat, identified the “pig” as a tax bill the same year (Siegel par. 15-16). In 1992, the late Governor of Texas, Ann Richards, a Democrat, who was known for colourful phrases, gave the pig a name when she said: “You can put lipstick on a hog and call it Monique, but it is still a pig,” referring to the Republican administration for deploying warships to protect oil tankers in the Middle East, effectively subsidizing foreign oil (Zimmer par. 4). A year earlier, when she introduced her first budget for Texas, she said: “This is not another one of those deals where you put lipstick on a hog and call it a princess” (Zimmer par. 4). The earliest reputed recorded use of an American politician using the phrase was Texas Democrat Jim Hightower, who applied it to depict the reorganisation of Ronald Reagan's Cabinet in 1986 (Macintyre 16). Time magazine reporters (Covington and Curry par. 2) and Zimmer (par. 3) claimed that a San Francisco radio personality, Ron Lyons, was one of the earliest quoted in print with “lipstick on a pig” about renovation plans for a local park in November 1985 in the Washington Post. Author of the Double-Tongued Dictionary, Grant Barrett, uncovered a 1980 article from a small Washington state newspaper as the earliest written record with an article that stated: “You can clean up a pig, put a ribbon on it’s [sic] tail, spray it with perfume, but it is still a pig” (Guzman par. 7). A book on communication also adopted the pig metaphor in its title in 2006, Lipstick on a Pig: Winning in the No-Spin Era by Someone Who Knows the Game, by Torie Clarke, who previously served as Assistant Secretary of Defense for Public Affairs under Donald Rumsfield during the early years of the G.W. Bush Administration. Media Commentary According to The New York Times (Leibovich and Barrett), “lipstick on a pig” was one of the most popular political buzzwords and phrases of 2008, along with others directly referring to Palin, “Caribou Barbie” and “Hockey Mom,” as well as “Maverick,” a popular term used by both McCain and Palin. Many journalists played on the metaphor to express disdain for negative political campaigns. A Wall Street Journal article asked: “What's the difference between a more hopeful kind of politics and old-fashioned attacks? Lipstick” (Chozick par. 1). International media also covered the Obama-McCain lipstick wars. The Economist, for example, wrote that the “descent of American politics into pig wrestling has dismayed America’s best friends abroad” (“Endless Culture War” par. 6). Bloggers claimed that Obama’s “lipstick” speech was influenced by copy and imagery from two leading American cartoonists. The Free Republic, self-acclaimed to be “the premier online gathering place for independent, grass-roots conservatism” (Freerepublic.com), claimed that Obama plagiarized almost verbatim the language leading into the “pig” comment from a Tom Toles cartoon that ran in the Washington Post on 5 Sepember (see fig. 1).Fig. 1. Toles, Tom. Cartoon. Washington Post. 5 Sep. 2008. 30 July 2010 Another cartoon by R. J. Matson appeared in the St. Louis Post Dispatch (see fig. 2) four days before Obama’s speech that depicted Palin not just as a pig wearing lipstick, but as one using pork barrel funding. The cartoon’s caption provides an interpretation of Palin's lipstick analogy: “Question: What’s the Difference Between a Hockey Mom Reformer and a Business-As-Usual Pork Barrel-Spending Politician? Answer: Lipstick.” Newsbusters.org blogger stated: “It’s not too far-fetched to say Team Obama is cribbing his stump speech laugh lines from the liberal funnies” (Shepherd par. 3). Fig 2. Matson, R. J. Cartoon. St. Louis Post Dispatch. 5 Sep. 2008. 30 July 2010 . A porcine American character known for heavy makeup and a starring role as one of the Muppets created by puppeteer Jim Henson in the 1970s, Miss Piggy still remains an American icon. She commented on the situation during an interview on the set of “Today,” an American television program. When the interviewer asked, “Were you surprised by all the hubbub this election season over your lipstick practices?,” Miss Piggy’s response was “Moi will not dignify that with a response” (Raphael par. 6-7). Concluding Comments The 2008 U.S. presidential election presented new players in the arena: the first African-American in a leading party and the first female Republican. During a major election, words used by candidates are widely scrutinised and, in this case, the “lipstick on a pig” phrase was misconstrued by the opposing party, known for conservative values, that latched onto the opportunity to level a charge of sexism against the more liberal party. Vocabulary about gender, like language about race, can become a “minefield” (Givhan M01). With today’s 24/7 news cycle and the blogosphere, the perceived significance of a political comment, whether innocent or not, is magnified through repeated analysis and commentary. The meme-tracking study by Leskovec, Backstrom, and Kleinberg observed that 2.5 hours was the typical time lag between stories originating in mainstream media and reaching the blogosphere (8); whereas only 3.5 percent of the stories began in blogs and later permeated into traditional media (9). An English author of the history of clichés and language, Julia Cresswell, stated that the “lipstick” term “seems to be another candidate for clichéhood” (61). Although usage of clichés can prove to cause complications as in the case of Obama’s lipstick reference, Obama was able to diffuse the Republican backlash quickly and make a plea to return to serious issues affecting voters. David Greenberg analysed Obama’s presidential win and explained: And although other factors, especially the tanking economy, obviously contributed more directly to his November victory, it would be a mistake to overlook the importance of his skill at mastering the politics of negative attacks. When Obama went negative against others, he carefully singled out aspects of his opponents’ characters that, he argued, American politics itself had to transcend; he associated his foes with the worst of the old politics and himself with the best of the new. When others fired at him, in contrast, he was almost always able to turn the criticisms back upon them—through feigned outrage, among other tactics—as perpetuating those selfsame blights on our politics (70). References Applegate, Aaron. “Rep. Drake Criticizes Obama for ‘Lipstick on a Pig’ Remark.” Virginia Pilot 10 Sep. 2008. 28 Jul. 2010. Chozick, Amy. “Obama Puts Different Twist on Lipstick.” Wall Street Journal 9 Sep. 2008. 30 Jul. 2010. Covington, Marti, and Maya Curry. “A Brief History of: ‘Putting Lipstick on a Pig.’” Time 11 Sep. 2008. 17 May 2010. Cresswell, Julia. “Let’s Hear it for the Cliché.” British Journalism Review 19.57 (2008): 57-61. “Endless Culture War.” The Economist 4 Oct. 2008: ABI/INFORM Global, ProQuest. 30 Jul. 2010. “Definition Pork Barrel.” Webster’s Online Dictionary. 30 Jul. 2010. freerepublic.com. “Welcome to Free Republic.” Free Republic 2009. 30 Jul. 2010. Givhan, Robin. “On the Subject of Race, Words Get in the Way.” Washington Post 20 Jan. 2008: M01. Greenberg, David. “Accentuating the Negative.” Dissent 56.2 (2009): 70-75. Guzman, Monica. “‘Lipstick on a Pig’ Finds Origin in Tiny State Newspaper.” Seattlepi.com 10 Sep. 2008. 17 May 2010. Harper, Jennifer. “Obama Comment Offends GOP Women; ‘Palin Truth Squad’ Sent Out to Counter ‘Lipstick on a Pig’ Remark.” Washington Times 10 Sep. 2008: A13. Huston, Warner Todd. “Did Obama Steal His Lip Stick on a Pig From a Political Cartoon?” Newsbusters.org 10 Sep. 2008. 15 Jul. 2010 . James, Frank. “Barack Obama on David Letterman.” Chicago Tribune 11 Sep. 2008. 15 Jul. 2010 http://www.swamppolitics.com/news/politics/blog/2008/09/barack_obama_on_david_letterma.html>. Kornblut, Anne E., and Michael D. Shear. “McCain Camp Sees an Insult in a Saying.” Washington Post 10 Sep. 2008. 30 Jul. 2010 AR2008090903531.html>. Kuhn, David P. “GOP Fears Charges of Racism, Sexism.” Politico.com 23 Feb. 2008. 4 Oct. 2010. Kuntz, Tom. “Porkulus.” NYTimes.com 8 Feb. 2009. 30 Jul. 2010. Leary, Anne. “Liberal Chauvinist Pigs.” BlogHer 9 Sep. 2008. 2 Oct. 2010. Leibovich, Mark, and Grant Barrett. “The Buzzwords of 2008.” New York Times 21 Dec. 2008. 29 Jul. 2010 http://www.nytimes.com/ref/weekinreview/buzzwords2008.html>. Leskovec, Jure, Lars Backstrom, and Jon Kleinberg. “Meme-tracking and the Dynamics of the News Cycle.” ACM SIGKDD International Conference on Knowledge Discovery and Data Mining, Paris, 28 Jun. 2009. 30 Jul. 2010 . Macintyre, Ben. “US Politics is Littered with Dawgs, Crawdaddys and Pigs in Lipstick.” The Times [London] 27 Sep. 2008: 16. Mansbridge, Jane, and Katherine Flaster. “Male Chauvinist, Feminist, Sexist, and Sexual Harassment: Different Trajectories in Feminist Linguistic Innovation.” American Speech 80.3 (Fall 2005): 256-279. Maxey, Chester Collins. “A Little History of Pork.” National Municipal Review, Volume VIII. Concord: Rumford Press, 1919. Google Books. 30 Jul. 2010. “Obama Hits Back Against McCain Campaign.” MSNBC 10 Sep. 2008. Televised Speech. 18 May 2010. “Obama’s Take on McCain's Version of Change.” CNN 9 Sep. 2009. YouTube.com. 17 May 2010. “Palin’s Speech at the Republican National Convention.” New York Times 3 Sep. 2008. 17 May 2010. “Pork Barrel.” Merriam-Webster Online Dictionary 2010. 30 Jul. 2010. “Pork Barrel Legislation.” C-SPAN Congressional Glossary. c-span.org. 17 May 2010. Raphael, Rina. “Miss Piggy: Obama Should Make Poodle First Pet” Today 13 Nov. 2008. MSNBC.com. 29 Jul. 2010. Shepherd, Ken. “Palin Shown As Lipsticked Pig in Cartoon Days Before Obama Remark.” NewsBusters.org 11 Sep. 2008. 30 Jul. 2010 . Siegel, Robert. “Putting Lipstick on a Pig.” National Public Radio 10 Sep. 2008. 16 Jul. 2010. Silva, Mark. “Katie Couric's 'Lipstick' Rescue: CBS.” Chicago Tribune 11 Sep. 2008. 30 Jul. 2010. Tapper, Jack. “A Piggish Debate: Power, Pop, and Probings from ABC News Senior White House Correspondent Jake Tapper.” ABC News 9 Sep. 2008. 29 Jul. 2010. “VP Pick Palin Makes Appeal to Women Voters.” NBC News, msnbc.com, and Associated Press 28 Aug. 2008. 30 Jul. 2010. Weisman, Jonathan, and Peter Slevin. “McCain Camp Hits Obama on More Than One Front.” Washington Post 11 Sep. 2008: A04. Zeleny, Jeff. “Feeling a Challenge, Obama Sharpens His Silver Tongue.” New York Times 10 Sep. 2008. 27 Jul. 2010. Zimmer, Ben. “Who First Put ‘Lipstick on a Pig’?” The Slate 10 Sep. 2008. 17 May 2010.

In January of this year, artist Christian Marclay’s 24-hour video installation The Clock came to Melbourne. As Ben Lerner explains in 10:04, the autofictional novel Lerner published in 2014, The Clock by Christian Marclay “is a clock: it is a twenty-four hour montage of thousands of scenes from movies and a few from TV edited together so as to be shown in real time; each scene indicates the time with a shot of a timepiece or its mention in dialogue, time in and outside of the film is synchronized” (52). I went to see The Clock at ACMI several times, with friends and alone, in the early morning and late at night. Each time I sank back into the comfortable chairs and settled into the communal experience of watching time pass on a screen in a dark room. I found myself sucked into the enforced narrative of time, the way in which the viewer – in this case myself, and those sharing the experience with me – sought to impose a sort of meaning on the arguably meaningless passing of the hours. In this essay, I will explore how we can expand our thinking of the idea of autofiction, as a genre, to include contemporary forms of digital media such as social media or activity trackers, as the authors of these new forms of digital media act as author-characters by playing with the divide between fact and fiction, and requiring their readers to ascertain meaning by interpreting the clues layered within. I will analyse the ways in which the meaning of autofictional texts—such as Lerner’s 10:04, but also including social media feeds, blogs and activity trackers—shifts depending on their audience. I consider that as technology develops, we increasingly use data to contextualise ourselves within a broader narrative – health data, media, journalistic data. As the sociologist John B. Thompson writes, “The development of the media not only enriches and transforms the process of self-formation, it also produces a new kind of intimacy which did not exist before … individuals can create and establish a form of intimacy which is essentially non-reciprocal” (208). New media and technologies have emerged to assist in this process of self-formation through the collection and publication of data. This essay is interested in analysing this process of self-formation, and its relationship to the genre of autofiction.Contemporary Digital Media as AutofictionWhile humans have always recorded themselves throughout history, with the rise of new technologies the instinct to record the self is increasingly becoming an automatic one; an instinct we can tie to what media theorist Nick Couldry terms as “presencing”: an “emerging requirement in everyday life to have a public presence beyond one’s bodily presence, to construct an objectification of oneself” (50). We are required to participate in ‘presencing’ by opting-in to new media; it is now uncommon – even unfavourable – for someone not to engage in any forms of social media or self-monitoring. We are now encouraged to participate in ‘presencing’ through the recording and online publication of data that would have once been considered private, such as employment histories and activity histories. Every Instagram photo, Snapchat or TikTok video contributes to an accumulating digital presence, an emerging narrative of the self. Couldry notes that presencing “is not the same as calling up a few friends to tell them some news; nor, although the audience is unspecific, is it like putting up something on a noticeboard. That is because presencing is oriented to a permanent site in public space that is distinctively marked by the producer for displaying that producer’s self” (50).In this way, we can see that in effect we are all becoming increasingly positioned to become autofiction authors. As an experimental form of literature, autofiction has been around for a long time, the term having first been introduced in the 1970s, and with Serge Doubrovsky widely credited with having introduced the genre with the publication of his 1977 novel Fils (Browning 49). In the most basic terms, autofiction is simply a work of fiction featuring a protagonist who can be interpreted as a stand-in for its author. And while autofiction is also confused with or used interchangeably with other genres such as metafiction or memoir, the difference between autofiction and other genres, writes Arnaud Schmitt, is that autoficton “relies on fiction—runs on fiction, to be exact” (141). Usually the reader can pick up on the fact that a novel is an autofictional one by noting that the protagonist and the author share a name, or key autobiographical details, but it is debatable as to whether the reader in fact needs to know that the work is autofictional in the first place in order to properly engage with it as a literary text.The same ideas can be applied to the application of digital media today. Kylie Cardell notes that “personal autobiographical but specifically diaristic (confessional, serial, quotidian) disclosure is increasingly positioned as a symptomatic feature of online life” (507). This ties in with Couldry’s idea of ‘presencing’; confession is increasingly a requirement when it comes to participation in digital media. As technology advances, the ways in which we can present and record the self evolve, and the narrative we can produce of the self expands alongside our understanding of the relationship between fact and fiction. Though of course we have always fabricated different narratives of the self, whether it be through diary entries or letter-writing, ‘presencing’ occurs when we literally present these edited versions of ourselves to an online audience. Lines become blurred between fiction and non-fiction, and the ability to distinguish between ‘fake’ and ‘real’ becomes almost impossible.Increasingly, such a distinction fails to seem important, and in some cases, this blurred line becomes the point, or a punchline; we can see this most clearly in TikTok videos, wherein people (specifically, or at least most typically, young people—Generation Z) play with ideas of truth and unreality ironically. When a teenager posts a video of themselves on TikTok dancing in their school cafeteria with the caption, “I got suspended for this, don’t let this flop”, the savvy viewer understands without it needing to be said that the student was not actually suspended – and also understands that even less outlandish or unbelievable digital content is unreliable by nature, and simply the narrative the author or producer wishes to convey; just like the savvy reader of an autofiction novel understands, without it actually being said, that the novel is in part autobiographical, even when the author and protagonist do not share a name or other easily identifiable markers.This is the nature of autofiction; it signals to the reader its status as a work of autofiction by littering intertextual clues throughout. Readers familiar with the author’s biography or body of work will pick up on these clues, creating a sense of uneasiness in the reader as they work to discern what is fact and what is not.Indeed, in 10:04, Lerner flags the text as a work of autofiction by sketching a fictional-not-fictional image of himself as an author of a story, ‘The Golden Vanity’ published in The New Yorker, that earned him a book deal—a story the ‘real’ Ben Lerner did in fact publish, two years before the publication of 10:04: “a few months before, the agent had e-mailed me that she believed I could get a “strong six-figure” advance based on a story of mine that had appeared in The New Yorker” (Lerner 4).In a review of 10:04 for the Sydney Review of Books, Stephanie Bishop writes:we learn that he did indeed write a proposal, that there was a competitive auction … What had just happened? Where are we in time? Was the celebratory meal fictional or real? Can we (and should we) seek to distinguish these categories?Here Lerner is ‘presencing’, crafting a multilayered version of himself across media by assuming that the reader of his work is also a reader of The New Yorker (an easy assumption to make given that his work often appears in, and is reviewed in, The New Yorker). Of course, this leads to the question: what becomes of autofiction when it is consumed by someone who is unable to pick up on the many metareferences layered within its narrative? In this case, the work itself becomes a joke that doesn’t land – much like a social media feed being consumed by someone who is not its intended audience.The savvy media consumer also understands that even the most meaningless or obtuse of media is all part of the overarching narrative. Lerner highlights the way we try and impose meaning onto (arguably) meaningless media when he describes his experience of watching time pass in Marclay’s The Clock:Big Ben, which I would come to learn appears frequently in the video, exploded, and people in the audience applauded… But then, a minute later, a young girl awakes from a nightmare and, as she’s comforted by her father (Clark Gable as Rhett Butler), you see Big Ben ticking away again outside their window, no sign of damage. The entire preceding twenty-four hours might have been the child’s dream, a storm that never happened, just one of many ways The Clock can be integrated into an overarching narrative. Indeed it was a greater challenge for me to resist the will to integration. (Lerner 52-53)This desire to impose an overarching narrative that Lerner speaks of – and which I also experienced when watching The Clock, as detailed in the introduction to this essay – is what the recording of the self both aims to achieve and achieves by default; it is the point and also the by-product. The Self as DataThe week my grandmother died, in 2017, my father bought me an Apple Watch. I had recently started running and—perhaps as an outlet for my grief—was looking to take my running further. I wanted a smart watch to help me record my runs; to turn the act of running into data that I could quantify and thus understand. This, in turn, would help me understand something about myself. Deborah Lupton explains my impulse here when she writes, “the body/self is portrayed as a conglomerate of quantifiable data that can be revealed using digital devices” (65). I wanted to reveal my ‘self’ by recording it, similar to the way the data accumulated in a diary, when reflected upon, helps a diarist understand their life more broadly. "Is a Fitbit a diary?”, asks Kylie Cardell. “The diary in the twenty-first century is already vastly different from many of its formal historical counterparts, yet there are discursive resonances. The Fitbit is a diary if we think of diary as a chronological record of data, which it can be” (348). The diary, as with the Apple Watch or Fitbit, is simply just a record of the self moving through time.Thus I submitted myself to the task of turning as much of myself into digital data as was possible to do so. Every walk, swim, meditation, burst of productivity, lapse in productivity, and beat of my heart became quantified, as Cardell might say, diarised. There is a very simple sort of pleasure in watching the red, green and blue rings spin round as you stand more, move more, run more. There is something soothing in knowing that at any given moment in time, you can press a button and see exactly what your heart is doing; even more soothing is knowing that at any given time, you can open up an app and see what your heart has been doing today, yesterday, this month, this year. It made sense to me that this data was being collected via my timepiece; it was simply the accumulation of my ‘self,’ as viewed through the lens of time.The Apple Watch was just the latest in a series of ways I have tasked technology with the act of quantifying myself; with my iPhone I track my periods with the Clue app. I measure my mental health with apps such as Shine, and my daily habits with Habitica. I have tried journaling apps such as Reflectly and Day One. While I have never actively tracked my food intake, or weight, or sex life, I know if I wanted to I could do this, too. And long before the Apple Watch, and long before my iPhone, too, I measured myself. In the late 2000s, I kept an online blog. Rebecca Blood notes that the development of blogging technology allowed blogging to become about “whatever came to mind. Walking to work. Last night’s party. Lunch” (54). Browning expands on this, noting that bloggingemerged as a mode of publication in the late ’90s, expressly smudging the boundaries of public and private. A diaristic mode, the blog nonetheless addresses (a) potential reader(s), often with great intimacy — and in its transition to print, as a boundary-shifting form with ill-defined goals regarding its readership. (49)(It is worth noting here that while of course many different forms of blogging exist and have always existed, this essay is only concerned with the diaristic blog that Blood and Browning speak of – arguably the most popular, and at least the most well known, form of blog.)My blog was also ostensibly about my own life, but really it was a work of autofiction, in the same way that my Apple Watch data, when shared, became a work of autofiction – which is to say that I became the central character, the author-character, whose narrative I was shaping with each post, using time as the setting. Jenny Davis writes:if self-quantifiers are seeking self-knowledge through numbers, then narratives and subjective interpretations are the mechanisms by which data morphs into selves. Self-quantifiers don’t just use data to learn about themselves, but rather, use data to construct the stories that they tell themselves about themselves.Over time, I became addicted to the blogging platform’s inbuilt metrics. I would watch with interest as certain posts performed better than others, and eventually the inevitable happened: I began – mostly unconsciously – to try and mould the content of my blogs to achieve certain outcomes – similar to the way that now, in 2019, it is hard to say whether I use an app to assist myself to meditate/journal/learn/etc, or whether I meditate/journal/learn/etc in order to record myself having done so.David Sedaris notes how the collection of data subconsciously, automatically leads to its manipulation in his essay collection, Calypso:for reasons I cannot determine my Fitbit died. I was devastated when I tapped the broadest part of it and the little dots failed to appear. Then I felt a great sense of freedom. It seemed that my life was now my own again. But was it? Walking twenty-five miles, or even running up the stairs and back, suddenly seemed pointless, since, without the steps being counted and registered, what use were they? (Sedaris, 49)In this way, the data we collect on and produce about ourselves, be it fitness metrics, blog posts, Instagram stories or works of literature or art, allows us to control and shape our own narrative, and so we do, creating what Kylie Cardell describes as “an autobiographical representation of self that is coherent and linear, “excavated” from a mass of personal data” (502).Of course, as foregrounded earlier, it is important to highlight the way ideas of privacy and audience shift in accordance with the type of media being consumed or created. Within different media, different author-characters emerge, and the author is required to participate in ‘presencing’ in different ways. For instance, data that exists only for the user does not require the user, or author, to participate in the act of ‘presencing’ at all – an example of this might be the Clue app, which records menstruation history. This information is only of interest to myself, and is not published or shared anywhere, with anyone. However even data intended for a limited audience still requires participation in ‘presencing’. While I only ‘share’ my Apple Watch’s activity with a few people, even just the act of sharing this activity influences the activity itself, creating an affect in which the fact of the content’s consumption shapes the creation of the content itself. Through consumption of Apple Watch data alone, a narrative can be built in which I am lazy, or dedicated, an early riser or a late sleeper, the kind of person who prefers setting their own goals, or the kind of person who enjoys group activities – and knowing that this narrative is being built requires me to act, consciously, in the experience of building it, which leads to the creation of something unreal or fictional interspersed with factual data. (All of which is to admit that sometimes I go on a run not because I want to go on a run, but because I want to be the sort of person who has gone on a run, and be seen as such: in this way I am ‘presencing’.)Similarly, the ephemeral versus permanent nature of data shared through media like Snapchat or Instagram dictates its status as a work of autofiction. When a piece of data – for instance, a photograph on Instagram – is published permanently, it contributes to an evolving autofictional narrative. The ‘Instagrammed’ self is both real and unreal, both fictional and non-fictional. The consumer of this data can explore an author’s social media feed dating back years and consume this data in exactly the way the author intends. However, the ‘stories’ function on Instagram, for instance, allows the consumption of this data to change again. Content is published for a limited amount of time—usually 24 hours—then disappears, and is able to be shared with either the author’s entire group of followers, or a select audience, allowing an author more creative freedom to choose how their data is consumed.Anxiety and AutofictionWhy do I feel the need to record all this data about myself? Obviously, this information is, to an extent, useful. If you are a person who menstruates, knowing exactly when your last period was, how long it lasted and how heavy it was is useful information to have, medically and logistically. If you run regularly, tracking your runs can be helpful in improving your time or routine. Similarly, recording the self in this way can be useful in keeping track of your moods, your habits, and your relationships.Of course, as previously noted, humans have always recorded ourselves. Cardell notes that “although the forms, conditions, and technology for diary keeping have changed, a motivation for recording, documenting, and accounting for the experience of the self over time has endured” (349). Still, it is hard to ignore the fact that ultimately, we seem to be entering some sort of age of digital information hoarding, and harder still to ignore the sneaking suspicion that this all seems to speak to a growing anxiety – and specifically, an anxiety of the self.Gayle Greene writes that “all writers are concerned with memory, since all writing is a remembrance of things past; all writers draw on the past, mine it as a quarry. Memory is especially important to anyone who cares about change, for forgetting dooms us to repetition” (291). If all writers are concerned with memory, as Greene posits, then perhaps we can draw the conclusion that autofiction writers are concerned with an anxiety of forgetting, or of being forgotten. We are self-conscious as authors of autofictional media; concerned with how our work is and will continue to be perceived – and whether it is perceived at all. Marjorie Worthington believes that that the rise in self-conscious fiction has resulted in an anxiety of obsolescence; that this anxiety in autofiction occurs “when a cultural trope (such as 'the author' is deemed to be in danger of becoming obsolete (or 'dying')” (27). However, it is worth considering the opposite – that an anxiety of obsolescence has resulted in a rise of self-conscious fiction, or autofiction.This fear of obsolescence is pervasive in new digital media – Instagram stories and Snapchats, which once disappeared forever into a digital void, are now able to be saved and stored. The fifteen minutes of fame has morphed into fifteen seconds: in this way, time works both for and against the anxious author of digital autofiction. Technologies evolve quicker than we can keep up, with popular platforms becoming obsolete at a rapid pace. This results in what Kylie Cardell sees as an “anxiety around the traces of lives accumulating online and the consequences of 'accidental autobiography,' as well as the desire to have a 'tidy,' representable, and 'storied' life” (503).This same desire can be seen at the root of autofiction. The media theorist José van Dijck notes thatwith the advent of photography, and later film and television, writing tacitly transformed into an interior means of consciousness and remembrance, whereupon electronic forms of media received the artificiality label…writing gained status as a more authentic container of past recollection. (15)Autofiction, however, disrupts this tacit transformation. It is a co-mingling of a desire to record the self, as well as a desire to control one’s own narrative. The drive to represent oneself in a specific way, with consideration to one’s audience and self-brand, has become the root of social media, but is so pervasive now that it is often an unexamined, subconscious one. In autofiction, this drive is not subconscious, it is self-conscious.ConclusionAs technology has developed, new ways to record, present and evaluate the self have emerged. While an impulse to self-monitor has always existed within society, with the rise of ‘presencing’ through social media this impulse has been made public. In this way, we can see presencing, or the public practice of self-performing through media, as an inherently autofictional practice. We can understand that the act of presencing stems from a place of anxiety and self-consciousness, and understand that is in fact impossible to create autofiction without self-consciousness. As we begin to understand that all digital media is becoming inherently autofictional in nature, we’re increasingly required to force to draw our own conclusions about the media we consume—just like the author-character of 10:04 is forced to draw his own conclusions about the passing of time, as represented by Big Ben, when interacting with Marclay’s The Clock. By analysing and comparing the ways in which the emerging digital landscape and autofiction both share a common goal of recording and preserving an interpretation of the ‘self’, we can then understand a deeper understanding of the purpose that autofiction serves. ReferencesBishop, Stephanie. “The Same but Different: 10:04 by Ben Lerner.” Sydney Review of Books 6 Feb. 2015. <https://sydneyreviewofbooks.com/10-04-ben-lerner/>.Blood, Rebecca. "How Blogging Software Reshapes the Online Community." Communications of the ACM 47.12 (2004): 53-55.Browning, Barbara. "The Performative Novel." TDR: The Drama Review 62.2 (2018): 43-58. Davis, Jenny. “The Qualified Self.” Cyborgology 13 Mar. 2013. <http://thesocietypages.org/cyborgology/2013/03/13/the-qualified-self/>.Cardell, Kylie. “The Future of Autobiography Studies: The Diary.” a/b: Auto/Biography Studies 32.2 (2017): 347-350.Cardell, Kylie. “Modern Memory-Making: Marie Kondo, Online Journaling, and the Excavation, Curation, and Control of Personal Digital Data.” a/b: Auto/Biography Studies 32.3 (2017): 499-517.Couldry, Nick. Media, Society, World: Social Theory and Digital Media Practice. Great Britain: Polity Press, 2012.Greene, Gayle. “Feminist Fiction and the Uses of Memory.” Signs 16.2 (1991): 290-321.Lerner, Ben. 10:04. London: Faber and Faber, 2014.Lerner, Ben. “The Golden Vanity.” The New Yorker 11 June 2012. <https://www.newyorker.com/magazine/2012/06/18/the-golden-vanity>.Lupton, Deborah. “You Are Your Data: Self-Tracking Practices and Concepts of Data.” Lifelogging. Ed. Stefan Selke. Wiesbaden: Springer, 2016. 61-79.Schmitt, Arnaud. “David Shields's Lyrical Essay: The Dream of a Genre-Free Memoir, or beyond the Paradox.” a/b: Auto/Biography Studies 31.1 (2016): 133-146.Sedaris, David. Calypso. United States: Little Brown, 2018.Thompson, John B. The Media and Modernity: A Social Theory of the Media. California: Stanford University Press, 1995.Van Dijck, José. Mediated Memories in the Digital Age. Stanford: Stanford UP, 2007.Worthington, Marjorie. The Story of "Me": Contemporary American Autofiction. Nebraska: University of Nebraska Press, 2018.

This article investigates the prosthesis of identity through the process of branding. It examines cross-cultural manifestations of this phenomena from sixth millennium BCE Syria to twelfth century Japan and Britain. From the Neolithic Era, humanity has sort to extend their identities using pictorial signs that were characteristically simple. Designed to be distinctive and instantly recognisable, the totemic symbols served to signal the origin of the bearer. Subsequently, the development of branding coincided with periods of increased in mobility both in respect to geography and social strata. This includes fifth millennium Mesopotamia, nineteenth century Britain, and America during the 1920s.There are fewer articles of greater influence on contemporary culture than A Theory of Human Motivation written by Abraham Maslow in 1943. Nearly seventy-five years later, his theories about the societal need for “belongingness” and “esteem” remain a mainstay of advertising campaigns (Maslow). Although the principles are used to sell a broad range of products from shampoo to breakfast cereal they are epitomised by apparel. This is with refence to garments and accessories bearing corporation logos. Whereas other purchased items, imbued with abstract products, are intended for personal consumption the public display of these symbols may be interpreted as a form of signalling. The intention of the wearers is to literally seek the fulfilment of the aforementioned social needs. This article investigates the use of brands as prosthesis.Coats and Crests: Identity Garnered on Garments in the Middle Ages and the Muromachi PeriodA logo, at its most basic, is a pictorial sign. In his essay, The Visual Language, Ernest Gombrich described the principle as reducing images to “distinctive features” (Gombrich 46). They represent a “simplification of code,” the meaning of which we are conditioned to recognise (Gombrich 46). Logos may also be interpreted as a manifestation of totemism. According to anthropologist Claude Levi-Strauss, the principle exists in all civilisations and reflects an effort to evoke the power of nature (71-127). Totemism is also a method of population distribution (Levi-Strauss 166).This principle, in a form garnered on garments, is manifested in Mon Kiri. The practice of cutting out family crests evolved into a form of corporate branding in Japan during the Meiji Period (1868-1912) (Christensen 14). During the Muromachi period (1336-1573) the crests provided an integral means of identification on the battlefield (Christensen 13). The adorning of crests on armour was also exercised in Europe during the twelfth century, when the faces of knights were similarly obscured by helmets (Family Crests of Japan 8). Both Mon Kiri and “Coat[s] of Arms” utilised totemic symbols (Family Crests of Japan 8; Elven 14; Christensen 13). The mon for the imperial family (figs. 1 & 2) during the Muromachi Period featured chrysanthemum and paulownia flowers (Goin’ Japaneque). “Coat[s] of Arms” in Britain featured a menagerie of animals including lions (fig. 3), horses and eagles (Elven).The prothesis of identity through garnering symbols on the battlefield provided “safety” through demonstrating “belongingness”. This constituted a conflation of two separate “needs” in the “hierarchy of prepotency” propositioned by Maslow. Fig. 1. The mon symbolising the Imperial Family during the Muromachi Period featured chrysanthemum and paulownia. "Kamon (Japanese Family Crests): Ancient Key to Samurai Culture." Goin' Japaneque! 15 Nov. 2015. 27 July 2019 <http://goinjapanesque.com/05983/>.Fig. 2. An example of the crest being utilised on a garment can be found in this portrait of samurai Oda Nobunaga. "Japan's 12 Most Famous Samurai." All About Japan. 27 Aug. 2018. 27 July 2019 <https://allabout-japan.com/en/article/5818/>.Fig. 3. A detail from the “Index of Subjects of Crests.” Elven, John Peter. The Book of Family Crests: Comprising Nearly Every Family Bearing, Properly Blazoned and Explained, Accompanied by Upwards of Four Thousand Engravings. Henry Washbourne, 1847.The Pursuit of Prestige: Prosthetic Pedigree from the Late Georgian to the Victorian Eras In 1817, the seal engraver to Prince Regent, Alexander Deuchar, described the function of family crests in British Crests: Containing The Crest and Mottos of The Families of Great Britain and Ireland; Together with Those of The Principal Cities and Heraldic Terms as follows: The first approach to civilization is the distinction of ranks. So necessary is this to the welfare and existence of society, that, without it, anarchy and confusion must prevail… In an early stage, heraldic emblems were characteristic of the bearer… Certain ordinances were made, regulating the mode of bearing arms, and who were entitled to bear them. (i-v)The partitioning of social classes in Britain had deteriorated by the time this compendium was published, with displays of “conspicuous consumption” displacing “heraldic emblems” as a primary method of status signalling (Deuchar 2; Han et al. 18). A consumerism born of newfound affluence, and the desire to signify this wealth through luxury goods, was as integral to the Industrial Revolution as technological development. In Rebels against the Future, published in 1996, Kirkpatrick Sale described the phenomenon:A substantial part of the new population, though still a distinct minority, was made modestly affluent, in some places quite wealthy, by privatization of of the countryside and the industrialization of the cities, and by the sorts of commercial and other services that this called forth. The new money stimulated the consumer demand… that allowed a market economy of a scope not known before. (40)This also reflected improvements in the provision of “health, food [and] education” (Maslow; Snow 25-28). With their “physiological needs” accommodated, this ”substantial part” of the population were able to prioritised their “esteem needs” including the pursuit for prestige (Sale 40; Maslow).In Britain during the Middle Ages laws “specified in minute detail” what each class was permitted to wear (Han et al. 15). A groom, for example, was not able to wear clothing that exceeded two marks in value (Han et al. 15). In a distinct departure during the Industrial Era, it was common for the “middling and lower classes” to “ape” the “fashionable vices of their superiors” (Sale 41). Although mon-like labels that were “simplified so as to be conspicuous and instantly recognisable” emerged in Europe during the nineteenth century their application on garments remained discrete up until the early twentieth century (Christensen 13-14; Moore and Reid 24). During the 1920s, the French companies Hermes and Coco Chanel were amongst the clothing manufacturers to pioneer this principle (Chaney; Icon).During the 1860s, Lincolnshire-born Charles Frederick Worth affixed gold stamped labels to the insides of his garments (Polan et al. 9; Press). Operating from Paris, the innovation was consistent with the introduction of trademark laws in France in 1857 (Lopes et al.). He would become known as the “Father of Haute Couture”, creating dresses for royalty and celebrities including Empress Eugene from Constantinople, French actress Sarah Bernhardt and Australian Opera Singer Nellie Melba (Lopes et al.; Krick). The clothing labels proved and ineffective deterrent to counterfeit, and by the 1890s the House of Worth implemented other measures to authenticate their products (Press). The legitimisation of the origin of a product is, arguably, the primary function of branding. This principle is also applicable to subjects. The prothesis of brands, as totemic symbols, assisted consumers to relocate themselves within a new system of population distribution (Levi-Strauss 166). It was one born of commerce as opposed to heraldry.Selling of Self: Conferring Identity from the Neolithic to Modern ErasIn his 1817 compendium on family crests, Deuchar elaborated on heraldry by writing:Ignoble birth was considered as a stain almost indelible… Illustrious parentage, on the other hand, constituted the very basis of honour: it communicated peculiar rights and privileges, to which the meaner born man might not aspire. (v-vi)The Twinings Logo (fig. 4) has remained unchanged since the design was commissioned by the grandson of the company founder Richard Twining in 1787 (Twining). In addition to reflecting the heritage of the family-owned company, the brand indicated the origin of the tea. This became pertinent during the nineteenth century. Plantations began to operate from Assam to Ceylon (Jones 267-269). Amidst the rampant diversification of tea sources in the Victorian era, concerns about the “unhygienic practices” of Chinese producers were proliferated (Wengrow 11). Subsequently, the brand also offered consumers assurance in quality. Fig. 4. The Twinings Logo reproduced from "History of Twinings." Twinings. 24 July 2019 <https://www.twinings.co.uk/about-twinings/history-of-twinings>.The term ‘brand’, adapted from the Norse “brandr”, was introduced into the English language during the sixteenth century (Starcevic 179). At its most literal, it translates as to “burn down” (Starcevic 179). Using hot elements to singe markings onto animals been recorded as early as 2700 BCE in Egypt (Starcevic 182). However, archaeologists concur that the modern principle of branding predates this practice. The implementation of carved seals or stamps to make indelible impressions of handcrafted objects dates back to Prehistoric Mesopotamia (Starcevic 183; Wengrow 13). Similar traditions developed during the Bronze Age in both China and the Indus Valley (Starcevic 185). In all three civilisations branding facilitated both commerce and aspects of Totemism. In the sixth millennium BCE in “Prehistoric” Mesopotamia, referred to as the Halaf period, stone seals were carved to emulate organic form such as animal teeth (Wengrow 13-14). They were used to safeguard objects by “confer[ring] part of the bearer’s personality” (Wengrow 14). They were concurrently applied to secure the contents of vessels containing “exotic goods” used in transactions (Wengrow 15). Worn as amulets (figs. 5 & 6) the seals, and the symbols they produced, were a physical extension of their owners (Wengrow 14).Fig. 5. Recreation of stamp seal amulets from Neolithic Mesopotamia during the sixth millennium BCE. Wengrow, David. "Prehistories of Commodity Branding." Current Anthropology 49.1 (2008): 14.Fig. 6. “Lot 25Y: Rare Syrian Steatite Amulet – Fertility God 5000 BCE.” The Salesroom. 27 July 2019 <https://www.the-saleroom.com/en-gb/auction-catalogues/artemis-gallery-ancient-art/catalogue-id-srartem10006/lot-a850d229-a303-4bae-b68c-a6130005c48a>. Fig. 7. Recreation of stamp seal designs from Mesopotamia from the late fifth to fourth millennium BCE. Wengrow, David. "Prehistories of Commodity Branding." Current Anthropology 49. 1 (2008): 16.In the following millennia, the seals would increase exponentially in application and aesthetic complexity (fig. 7) to support the development of household cum cottage industries (Wengrow 15). In addition to handcrafts, sealed vessels would transport consumables such as wine, aromatic oils and animal fats (Wengrow 18). The illustrations on the seals included depictions of rituals undertaken by human figures and/or allegories using animals. It can be ascertained that the transition in the Victorian Era from heraldry to commerce, from family to corporation, had precedence. By extension, consumers were able to participate in this process of value attribution using brands as signifiers. The principle remained prevalent during the modern and post-modern eras and can be respectively interpreted using structuralist and post-structuralist theory.Totemism to Simulacrum: The Evolution of Advertising from the Modern to Post-Modern Eras In 2011, Lisa Chaney wrote of the inception of the Coco Chanel logo (fig. 8) in her biography Chanel: An Intimate Life: A crucial element in the signature design of the Chanel No.5 bottle is the small black ‘C’ within a black circle set as the seal at the neck. On the top of the lid are two more ‘C’s, intertwined back to back… from at least 1924, the No5 bottles sported the unmistakable logo… these two ‘C’s referred to Gabrielle, – in other words Coco Chanel herself, and would become the logo for the House of Chanel. Chaney continued by describing Chanel’s fascination of totemic symbols as expressed through her use of tarot cards. She also “surrounded herself with objects ripe with meaning” such as representations of wheat and lions in reference prosperity and to her zodiac symbol ‘Leo’ respectively. Fig. 8. No5 Chanel Perfume, released in 1924, featured a seal-like logo attached to the bottle neck. “No5.” Chanel. 25 July 2019 <https://www.chanel.com/us/fragrance/p/120450/n5-parfum-grand-extrait/>.Fig. 9. This illustration of the bottle by Georges Goursat was published in a women’s magazine circa 1920s. “1921 Chanel No5.” Inside Chanel. 26 July 2019 <http://inside.chanel.com/en/timeline/1921_no5>; “La 4éme Fête de l’Histoire Samedi 16 et dimache 17 juin.” Ville de Perigueux. Musée d’art et d’archéologie du Périgord. 28 Mar. 2018. 26 July 2019 <https://www.perigueux-maap.fr/category/archives/page/5/>. This product was considered the “financial basis” of the Chanel “empire” which emerged during the second and third decades of the twentieth century (Tikkanen). Chanel is credited for revolutionising Haute Couture by introducing chic modern designs that emphasised “simplicity and comfort.” This was as opposed to the corseted highly embellished fashion that characterised the Victorian Era (Tikkanen). The lavish designs released by the House of Worth were, in and of themselves, “conspicuous” displays of “consumption” (Veblen 17). In contrast, the prestige and status associated with the “poor girl” look introduced by Chanel was invested in the story of the designer (Tikkanen). A primary example is her marinière or sailor’s blouse with a Breton stripe that epitomised her ascension from café singer to couturier (Tikkanen; Burstein 8). This signifier might have gone unobserved by less discerning consumers of fashion if it were not for branding. Not unlike the Prehistoric Mesopotamians, this iteration of branding is a process which “confer[s]” the “personality” of the designer into the garment (Wengrow 13 -14). The wearer of the garment is, in turn, is imbued by extension. Advertisers in the post-structuralist era embraced Levi-Strauss’s structuralist anthropological theories (Williamson 50). This is with particular reference to “bricolage” or the “preconditioning” of totemic symbols (Williamson 173; Pool 50). Subsequently, advertising creatives cum “bricoleur” employed his principles to imbue the brands with symbolic power. This symbolic capital was, arguably, transferable to the product and, ultimately, to its consumer (Williamson 173).Post-structuralist and semiotician Jean Baudrillard “exhaustively” critiqued brands and the advertising, or simulacrum, that embellished them between the late 1960s and early 1980s (Wengrow 10-11). In Simulacra and Simulation he wrote,it is the reflection of a profound reality; it masks and denatures a profound reality; it masks the absence of a profound reality; it has no relation to any reality whatsoever: it is its own pure simulacrum. (6)The symbolic power of the Chanel brand resonates in the ‘profound reality’ of her story. It is efficiently ‘denatured’ through becoming simplified, conspicuous and instantly recognisable. It is, as a logo, physically juxtaposed as simulacra onto apparel. This simulacrum, in turn, effects the ‘profound reality’ of the consumer. In 1899, economist Thorstein Veblen wrote in The Theory of the Leisure Class:Conspicuous consumption of valuable goods it the means of reputability to the gentleman of leisure… costly entertainments, such as potlatch or the ball, are peculiarly adapted to serve this end… he consumes vicariously for his host at the same time that he is witness to the consumption… he is also made to witness his host’s facility in etiquette. (47)Therefore, according to Veblen, it was the witnessing of “wasteful” consumption that “confers status” as opposed the primary conspicuous act (Han et al. 18). Despite television being in its experimental infancy advertising was at “the height of its powers” during the 1920s (Clark et al. 18; Hill 30). Post-World War I consumers, in America, experienced an unaccustomed level of prosperity and were unsuspecting of the motives of the newly formed advertising agencies (Clark et al. 18). Subsequently, the ‘witnessing’ of consumption could be constructed across a plethora of media from the newly emerged commercial radio to billboards (Hill viii–25). The resulting ‘status’ was ‘conferred’ onto brand logos. Women’s magazines, with a legacy dating back to 1828, were a primary locus (Hill 10).Belonging in a Post-Structuralist WorldIt is significant to note that, in a post-structuralist world, consumers do not exclusively seek upward mobility in their selection of brands. The establishment of counter-culture icon Levi-Strauss and Co. was concurrent to the emergence of both The House of Worth and Coco Chanel. The Bavarian-born Levi Strauss commenced selling apparel in San Francisco in 1853 (Levi’s). Two decades later, in partnership with Nevada born tailor Jacob Davis, he patented the “riveted-for-strength” workwear using blue denim (Levi’s). Although the ontology of ‘jeans’ is contested, references to “Jene Fustyan” date back the sixteenth century (Snyder 139). It involved the combining cotton, wool and linen to create “vestments” for Geonese sailors (Snyder 138). The Two Horse Logo (fig. 10), depicting them unable to pull apart a pair of jeans to symbolise strength, has been in continuous use by Levi Strauss & Co. company since its design in 1886 (Levi’s). Fig. 10. The Two Horse Logo by Levi Strauss & Co. has been in continuous use since 1886. Staff Unzipped. "Two Horses. One Message." Heritage. Levi Strauss & Co. 1 July 2011. 25 July 2019 <https://www.levistrauss.com/2011/07/01/two-horses-many-versions-one-message/>.The “rugged wear” would become the favoured apparel amongst miners at American Gold Rush (Muthu 6). Subsequently, between the 1930s – 1960s Hollywood films cultivated jeans as a symbol of “defiance” from Stage Coach staring John Wayne in 1939 to Rebel without A Cause staring James Dean in 1955 (Muthu 6; Edgar). Consequently, during the 1960s college students protesting in America (fig. 11) against the draft chose the attire to symbolise their solidarity with the working class (Hedarty). Notwithstanding a 1990s fashion revision of denim into a diversity of garments ranging from jackets to skirts, jeans have remained a wardrobe mainstay for the past half century (Hedarty; Muthu 10). Fig. 11. Although the brand label is not visible, jeans as initially introduced to the American Goldfields in the nineteenth century by Levi Strauss & Co. were cultivated as a symbol of defiance from the 1930s – 1960s. It documents an anti-war protest that occurred at the Pentagon in 1967. Cox, Savannah. "The Anti-Vietnam War Movement." ATI. 14 Dec. 2016. 16 July 2019 <https://allthatsinteresting.com/vietnam-war-protests#7>.In 2003, the journal Science published an article “Does Rejection Hurt? An Fmri Study of Social Exclusion” (Eisenberger et al.). The cross-institutional study demonstrated that the neurological reaction to rejection is indistinguishable to physical pain. Whereas during the 1940s Maslow classified the desire for “belonging” as secondary to “physiological needs,” early twenty-first century psychologists would suggest “[social] acceptance is a mechanism for survival” (Weir 50). In Simulacra and Simulation, Jean Baudrillard wrote: Today abstraction is no longer that of the map, the double, the mirror or the concept. Simulation is no longer that of a territory, a referential being or a substance. It is the generation by models of a real without origin or reality: a hyperreal… (1)In the intervening thirty-eight years since this document was published the artifice of our interactions has increased exponentially. In order to locate ‘belongness’ in this hyperreality, the identities of the seekers require a level of encoding. Brands, as signifiers, provide a vehicle.Whereas in Prehistoric Mesopotamia carved seals, worn as amulets, were used to extend the identity of a person, in post-digital China WeChat QR codes (fig. 12), stored in mobile phones, are used to facilitate transactions from exchanging contact details to commerce. Like other totems, they provide access to information such as locations, preferences, beliefs, marital status and financial circumstances. These individualised brands are the most recent incarnation of a technology that has developed over the past eight thousand years. The intermediary iteration, emblems affixed to garments, has remained prevalent since the twelfth century. Their continued salience is due to their visibility and, subsequent, accessibility as signifiers. Fig. 12. It may be posited that Wechat QR codes are a form individualised branding. Like other totems, they store information pertaining to the owner’s location, beliefs, preferences, marital status and financial circumstances. “Join Wechat groups using QR code on 2019.” Techwebsites. 26 July 2019 <https://techwebsites.net/join-wechat-group-qr-code/>.Fig. 13. Brands function effectively as signifiers is due to the international distribution of multinational corporations. This is the shopfront of Chanel in Dubai, which offers customers apparel bearing consistent insignia as the Parisian outlet at on Rue Cambon. Customers of Chanel can signify to each other with the confidence that their products will be recognised. “Chanel.” The Dubai Mall. 26 July 2019 <https://thedubaimall.com/en/shop/chanel>.Navigating a post-structuralist world of increasing mobility necessitates a rudimental understanding of these symbols. Whereas in the nineteenth century status was conveyed through consumption and witnessing consumption, from the twentieth century onwards the garnering of brands made this transaction immediate (Veblen 47; Han et al. 18). The bricolage of the brands is constructed by bricoleurs working in any number of contemporary creative fields such as advertising, filmmaking or song writing. They provide a system by which individuals can convey and recognise identities at prima facie. They enable the prosthesis of identity.ReferencesBaudrillard, Jean. Simulacra and Simulation. Trans. Sheila Faria Glaser. United States: University of Michigan Press, 1994.Burstein, Jessica. Cold Modernism: Literature, Fashion, Art. United States: Pennsylvania State University Press, 2012.Chaney, Lisa. Chanel: An Intimate Life. United Kingdom: Penguin Books Limited, 2011.Christensen, J.A. Cut-Art: An Introduction to Chung-Hua and Kiri-E. New York: Watson-Guptill Publications, 1989. Clark, Eddie M., Timothy C. 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Introduction Crime fiction is one of the world’s most popular genres. Indeed, it has been estimated that as many as one in every three new novels, published in English, is classified within the crime fiction category (Knight xi). These new entrants to the market are forced to jostle for space on bookstore and library shelves with reprints of classic crime novels; such works placed in, often fierce, competition against their contemporaries as well as many of their predecessors. Raymond Chandler, in his well-known essay The Simple Art of Murder, noted Ernest Hemingway’s observation that “the good writer competes only with the dead. The good detective story writer […] competes not only with all the unburied dead but with all the hosts of the living as well” (3). In fact, there are so many examples of crime fiction works that, as early as the 1920s, one of the original ‘Queens of Crime’, Dorothy L. Sayers, complained: It is impossible to keep track of all the detective-stories produced to-day [sic]. Book upon book, magazine upon magazine pour out from the Press, crammed with murders, thefts, arsons, frauds, conspiracies, problems, puzzles, mysteries, thrills, maniacs, crooks, poisoners, forgers, garrotters, police, spies, secret-service men, detectives, until it seems that half the world must be engaged in setting riddles for the other half to solve (95). Twenty years after Sayers wrote on the matter of the vast quantities of crime fiction available, W.H. Auden wrote one of the more famous essays on the genre: The Guilty Vicarage: Notes on the Detective Story, by an Addict. Auden is, perhaps, better known as a poet but his connection to the crime fiction genre is undisputed. As well as his poetic works that reference crime fiction and commentaries on crime fiction, one of Auden’s fellow poets, Cecil Day-Lewis, wrote a series of crime fiction novels under the pseudonym Nicholas Blake: the central protagonist of these novels, Nigel Strangeways, was modelled upon Auden (Scaggs 27). Interestingly, some writers whose names are now synonymous with the genre, such as Edgar Allan Poe and Raymond Chandler, established the link between poetry and crime fiction many years before the publication of The Guilty Vicarage. Edmund Wilson suggested that “reading detective stories is simply a kind of vice that, for silliness and minor harmfulness, ranks somewhere between crossword puzzles and smoking” (395). In the first line of The Guilty Vicarage, Auden supports Wilson’s claim and confesses that: “For me, as for many others, the reading of detective stories is an addiction like tobacco or alcohol” (406). This indicates that the genre is at best a trivial pursuit, at worst a pursuit that is bad for your health and is, increasingly, socially unacceptable, while Auden’s ideas around taste—high and low—are made clear when he declares that “detective stories have nothing to do with works of art” (406). The debates that surround genre and taste are many and varied. The mid-1920s was a point in time which had witnessed crime fiction writers produce some of the finest examples of fiction to ever be published and when readers and publishers were watching, with anticipation, as a new generation of crime fiction writers were readying themselves to enter what would become known as the genre’s Golden Age. At this time, R. Austin Freeman wrote that: By the critic and the professedly literary person the detective story is apt to be dismissed contemptuously as outside the pale of literature, to be conceived of as a type of work produced by half-educated and wholly incompetent writers for consumption by office boys, factory girls, and other persons devoid of culture and literary taste (7). This article responds to Auden’s essay and explores how crime fiction appeals to many different tastes: tastes that are acquired, change over time, are embraced, or kept as guilty secrets. In addition, this article will challenge Auden’s very narrow definition of crime fiction and suggest how Auden’s religious imagery, deployed to explain why many people choose to read crime fiction, can be incorporated into a broader popular discourse on punishment. This latter argument demonstrates that a taste for crime fiction and a taste for justice are inextricably intertwined. Crime Fiction: A Type For Every Taste Cathy Cole has observed that “crime novels are housed in their own section in many bookshops, separated from literary novels much as you’d keep a child with measles away from the rest of the class” (116). Times have changed. So too, have our tastes. Crime fiction, once sequestered in corners, now demands vast tracts of prime real estate in bookstores allowing readers to “make their way to the appropriate shelves, and begin to browse […] sorting through a wide variety of very different types of novels” (Malmgren 115). This is a result of the sheer size of the genre, noted above, as well as the genre’s expanding scope. Indeed, those who worked to re-invent crime fiction in the 1800s could not have envisaged the “taxonomic exuberance” (Derrida 206) of the writers who have defined crime fiction sub-genres, as well as how readers would respond by not only wanting to read crime fiction but also wanting to read many different types of crime fiction tailored to their particular tastes. To understand the demand for this diversity, it is important to reflect upon some of the appeal factors of crime fiction for readers. Many rules have been promulgated for the writers of crime fiction to follow. Ronald Knox produced a set of 10 rules in 1928. These included Rule 3 “Not more than one secret room or passage is allowable”, and Rule 10 “Twin brothers, and doubles generally, must not appear unless we have been duly prepared for them” (194–6). In the same year, S.S. Van Dine produced another list of 20 rules, which included Rule 3 “There must be no love interest: The business in hand is to bring a criminal to the bar of justice, not to bring a lovelorn couple to the hymeneal altar”, and Rule 7 “There simply must be a corpse in a detective novel, and the deader the corpse the better” (189–93). Some of these directives have been deliberately ignored or have become out-of-date over time while others continue to be followed in contemporary crime writing practice. In sharp contrast, there are no rules for reading this genre. Individuals are, generally, free to choose what, where, when, why, and how they read crime fiction. There are, however, different appeal factors for readers. The most common of these appeal factors, often described as doorways, are story, setting, character, and language. As the following passage explains: The story doorway beckons those who enjoy reading to find out what happens next. The setting doorway opens widest for readers who enjoy being immersed in an evocation of place or time. The doorway of character is for readers who enjoy looking at the world through others’ eyes. Readers who most appreciate skilful writing enter through the doorway of language (Wyatt online). These doorways draw readers to the crime fiction genre. There are stories that allow us to easily predict what will come next or make us hold our breath until the very last page, the books that we will cheerfully lend to a family member or a friend and those that we keep close to hand to re-read again and again. There are settings as diverse as country manors, exotic locations, and familiar city streets, places we have been and others that we might want to explore. There are characters such as the accidental sleuth, the hardboiled detective, and the refined police officer, amongst many others, the men and women—complete with idiosyncrasies and flaws—who we have grown to admire and trust. There is also the language that all writers, regardless of genre, depend upon to tell their tales. In crime fiction, even the most basic task of describing where the murder victim was found can range from words that convey the genteel—“The room of the tragedy” (Christie 62)—to the absurd: “There it was, jammed between a pallet load of best export boneless beef and half a tonne of spring lamb” (Maloney 1). These appeal factors indicate why readers might choose crime fiction over another genre, or choose one type of crime fiction over another. Yet such factors fail to explain what crime fiction is or adequately answer why the genre is devoured in such vast quantities. Firstly, crime fiction stories are those in which there is the committing of a crime, or at least the suspicion of a crime (Cole), and the story that unfolds revolves around the efforts of an amateur or professional detective to solve that crime (Scaggs). Secondly, crime fiction offers the reassurance of resolution, a guarantee that from “previous experience and from certain cultural conventions associated with this genre that ultimately the mystery will be fully explained” (Zunshine 122). For Auden, the definition of the crime novel was quite specific, and he argued that referring to the genre by “the vulgar definition, ‘a Whodunit’ is correct” (407). Auden went on to offer a basic formula stating that: “a murder occurs; many are suspected; all but one suspect, who is the murderer, are eliminated; the murderer is arrested or dies” (407). The idea of a formula is certainly a useful one, particularly when production demands—in terms of both quality and quantity—are so high, because the formula facilitates creators in the “rapid and efficient production of new works” (Cawelti 9). For contemporary crime fiction readers, the doorways to reading, discussed briefly above, have been cast wide open. Stories relying upon the basic crime fiction formula as a foundation can be gothic tales, clue puzzles, forensic procedurals, spy thrillers, hardboiled narratives, or violent crime narratives, amongst many others. The settings can be quiet villages or busy metropolises, landscapes that readers actually inhabit or that provide a form of affordable tourism. These stories can be set in the past, the here and now, or the future. Characters can range from Edgar Allan Poe’s C. Auguste Dupin to Dashiell Hammett’s Sam Spade, from Agatha Christie’s Miss Jane Marple to Kerry Greenwood’s Honourable Phryne Fisher. Similarly, language can come in numerous styles from the direct (even rough) words of Carter Brown to the literary prose of Peter Temple. Anything is possible, meaning everything is available to readers. For Auden—although he required a crime to be committed and expected that crime to be resolved—these doorways were only slightly ajar. For him, the story had to be a Whodunit; the setting had to be rural England, though a college setting was also considered suitable; the characters had to be “eccentric (aesthetically interesting individuals) and good (instinctively ethical)” and there needed to be a “completely satisfactory detective” (Sherlock Holmes, Inspector French, and Father Brown were identified as “satisfactory”); and the language descriptive and detailed (406, 409, 408). To illustrate this point, Auden’s concept of crime fiction has been plotted on a taxonomy, below, that traces the genre’s main developments over a period of three centuries. As can be seen, much of what is, today, taken for granted as being classified as crime fiction is completely excluded from Auden’s ideal. Figure 1: Taxonomy of Crime Fiction (Adapted from Franks, Murder 136) Crime Fiction: A Personal Journey I discovered crime fiction the summer before I started high school when I saw the film version of The Big Sleep starring Humphrey Bogart and Lauren Bacall. A few days after I had seen the film I started reading the Raymond Chandler novel of the same title, featuring his famous detective Philip Marlowe, and was transfixed by the second paragraph: The main hallway of the Sternwood place was two stories high. Over the entrance doors, which would have let in a troop of Indian elephants, there was a broad stained-glass panel showing a knight in dark armour rescuing a lady who was tied to a tree and didn’t have any clothes on but some very long and convenient hair. The knight had pushed the visor of his helmet back to be sociable, and he was fiddling with the knots on the ropes that tied the lady to the tree and not getting anywhere. I stood there and thought that if I lived in the house, I would sooner or later have to climb up there and help him. He didn’t seem to be really trying (9). John Scaggs has written that this passage indicates Marlowe is an idealised figure, a knight of romance rewritten onto the mean streets of mid-20th century Los Angeles (62); a relocation Susan Roland calls a “secular form of the divinely sanctioned knight errant on a quest for metaphysical justice” (139): my kind of guy. Like many young people I looked for adventure and escape in books, a search that was realised with Raymond Chandler and his contemporaries. On the escapism scale, these men with their stories of tough-talking detectives taking on murderers and other criminals, law enforcement officers, and the occasional femme fatale, were certainly a sharp upgrade from C.S. Lewis and the Chronicles of Narnia. After reading the works written by the pioneers of the hardboiled and roman noir traditions, I looked to other American authors such as Edgar Allan Poe who, in the mid-1800s, became the father of the modern detective story, and Thorne Smith who, in the 1920s and 1930s, produced magical realist tales with characters who often chose to dabble on the wrong side of the law. This led me to the works of British crime writers including Arthur Conan Doyle, Agatha Christie, and Dorothy L. Sayers. My personal library then became dominated by Australian writers of crime fiction, from the stories of bushrangers and convicts of the Colonial era to contemporary tales of police and private investigators. There have been various attempts to “improve” or “refine” my tastes: to convince me that serious literature is real reading and frivolous fiction is merely a distraction. Certainly, the reading of those novels, often described as classics, provide perfect combinations of beauty and brilliance. Their narratives, however, do not often result in satisfactory endings. This routinely frustrates me because, while I understand the philosophical frameworks that many writers operate within, I believe the characters of such works are too often treated unfairly in the final pages. For example, at the end of Ernest Hemingway’s A Farewell to Arms, Frederick Henry “left the hospital and walked back to the hotel in the rain” after his son is stillborn and “Mrs Henry” becomes “very ill” and dies (292–93). Another example can be found on the last page of George Orwell’s Nineteen Eighty-Four when Winston Smith “gazed up at the enormous face” and he realised that he “loved Big Brother” (311). Endings such as these provide a space for reflection about the world around us but rarely spark an immediate response of how great that world is to live in (Franks Motive). The subject matter of crime fiction does not easily facilitate fairy-tale finishes, yet, people continue to read the genre because, generally, the concluding chapter will show that justice, of some form, will be done. Punishment will be meted out to the ‘bad characters’ that have broken society’s moral or legal laws; the ‘good characters’ may experience hardships and may suffer but they will, generally, prevail. Crime Fiction: A Taste For Justice Superimposed upon Auden’s parameters around crime fiction, are his ideas of the law in the real world and how such laws are interwoven with the Christian-based system of ethics. This can be seen in Auden’s listing of three classes of crime: “(a) offenses against God and one’s neighbor or neighbors; (b) offenses against God and society; (c) offenses against God” (407). Murder, in Auden’s opinion, is a class (b) offense: for the crime fiction novel, the society reflected within the story should be one in “a state of grace, i.e., a society where there is no need of the law, no contradiction between the aesthetic individual and the ethical universal, and where murder, therefore, is the unheard-of act which precipitates a crisis” (408). Additionally, in the crime novel “as in its mirror image, the Quest for the Grail, maps (the ritual of space) and timetables (the ritual of time) are desirable. Nature should reflect its human inhabitants, i.e., it should be the Great Good Place; for the more Eden-like it is, the greater the contradiction of murder” (408). Thus, as Charles J. Rzepka notes, “according to W.H. Auden, the ‘classical’ English detective story typically re-enacts rites of scapegoating and expulsion that affirm the innocence of a community of good people supposedly ignorant of evil” (12). This premise—of good versus evil—supports Auden’s claim that the punishment of wrongdoers, particularly those who claim the “right to be omnipotent” and commit murder (409), should be swift and final: As to the murderer’s end, of the three alternatives—execution, suicide, and madness—the first is preferable; for if he commits suicide he refuses to repent, and if he goes mad he cannot repent, but if he does not repent society cannot forgive. Execution, on the other hand, is the act of atonement by which the murderer is forgiven by society (409). The unilateral endorsement of state-sanctioned murder is problematic, however, because—of the main justifications for punishment: retribution; deterrence; incapacitation; and rehabilitation (Carter Snead 1245)—punishment, in this context, focuses exclusively upon retribution and deterrence, incapacitation is achieved by default, but the idea of rehabilitation is completely ignored. This, in turn, ignores how the reading of crime fiction can be incorporated into a broader popular discourse on punishment and how a taste for crime fiction and a taste for justice are inextricably intertwined. One of the ways to explore the connection between crime fiction and justice is through the lens of Emile Durkheim’s thesis on the conscience collective which proposes punishment is a process allowing for the demonstration of group norms and the strengthening of moral boundaries. David Garland, in summarising this thesis, states: So although the modern state has a near monopoly of penal violence and controls the administration of penalties, a much wider population feels itself to be involved in the process of punishment, and supplies the context of social support and valorization within which state punishment takes place (32). It is claimed here that this “much wider population” connecting with the task of punishment can be taken further. Crime fiction, above all other forms of literary production, which, for those who do not directly contribute to the maintenance of their respective legal systems, facilitates a feeling of active participation in the penalising of a variety of perpetrators: from the issuing of fines to incarceration (Franks Punishment). Crime fiction readers are therefore, temporarily at least, direct contributors to a more stable society: one that is clearly based upon right and wrong and reliant upon the conscience collective to maintain and reaffirm order. In this context, the reader is no longer alone, with only their crime fiction novel for company, but has become an active member of “a moral framework which binds individuals to each other and to its conventions and institutions” (Garland 51). This allows crime fiction, once viewed as a “vice” (Wilson 395) or an “addiction” (Auden 406), to be seen as playing a crucial role in the preservation of social mores. It has been argued “only the most literal of literary minds would dispute the claim that fictional characters help shape the way we think of ourselves, and hence help us articulate more clearly what it means to be human” (Galgut 190). Crime fiction focuses on what it means to be human, and how complex humans are, because stories of murders, and the men and women who perpetrate and solve them, comment on what drives some people to take a life and others to avenge that life which is lost and, by extension, engages with a broad community of readers around ideas of justice and punishment. It is, furthermore, argued here that the idea of the story is one of the more important doorways for crime fiction and, more specifically, the conclusions that these stories, traditionally, offer. For Auden, the ending should be one of restoration of the spirit, as he suspected that “the typical reader of detective stories is, like myself, a person who suffers from a sense of sin” (411). In this way, the “phantasy, then, which the detective story addict indulges is the phantasy of being restored to the Garden of Eden, to a state of innocence, where he may know love as love and not as the law” (412), indicating that it was not necessarily an accident that “the detective story has flourished most in predominantly Protestant countries” (408). Today, modern crime fiction is a “broad church, where talented authors raise questions and cast light on a variety of societal and other issues through the prism of an exciting, page-turning story” (Sisterson). Moreover, our tastes in crime fiction have been tempered by a growing fear of real crime, particularly murder, “a crime of unique horror” (Hitchens 200). This has seen some readers develop a taste for crime fiction that is not produced within a framework of ecclesiastical faith but is rather grounded in reliance upon those who enact punishment in both the fictional and real worlds. As P.D. James has written: [N]ot by luck or divine intervention, but by human ingenuity, human intelligence and human courage. It confirms our hope that, despite some evidence to the contrary, we live in a beneficent and moral universe in which problems can be solved by rational means and peace and order restored from communal or personal disruption and chaos (174). Dorothy L. Sayers, despite her work to legitimise crime fiction, wrote that there: “certainly does seem a possibility that the detective story will some time come to an end, simply because the public will have learnt all the tricks” (108). Of course, many readers have “learnt all the tricks”, or most of them. This does not, however, detract from the genre’s overall appeal. We have not grown bored with, or become tired of, the formula that revolves around good and evil, and justice and punishment. Quite the opposite. Our knowledge of, as well as our faith in, the genre’s “tricks” gives a level of confidence to readers who are looking for endings that punish murderers and other wrongdoers, allowing for more satisfactory conclusions than the, rather depressing, ends given to Mr. Henry and Mr. Smith by Ernest Hemingway and George Orwell noted above. Conclusion For some, the popularity of crime fiction is a curious case indeed. When Penguin and Collins published the Marsh Million—100,000 copies each of 10 Ngaio Marsh titles in 1949—the author’s relief at the success of the project was palpable when she commented that “it was pleasant to find detective fiction being discussed as a tolerable form of reading by people whose opinion one valued” (172). More recently, upon the announcement that a Miles Franklin Award would be given to Peter Temple for his crime novel Truth, John Sutherland, a former chairman of the judges for one of the world’s most famous literary awards, suggested that submitting a crime novel for the Booker Prize would be: “like putting a donkey into the Grand National”. Much like art, fashion, food, and home furnishings or any one of the innumerable fields of activity and endeavour that are subject to opinion, there will always be those within the world of fiction who claim positions as arbiters of taste. Yet reading is intensely personal. I like a strong, well-plotted story, appreciate a carefully researched setting, and can admire elegant language, but if a character is too difficult to embrace—if I find I cannot make an emotional connection, if I find myself ambivalent about their fate—then a book is discarded as not being to my taste. It is also important to recognise that some tastes are transient. Crime fiction stories that are popular today could be forgotten tomorrow. Some stories appeal to such a broad range of tastes they are immediately included in the crime fiction canon. Yet others evolve over time to accommodate widespread changes in taste (an excellent example of this can be seen in the continual re-imagining of the stories of Sherlock Holmes). Personal tastes also adapt to our experiences and our surroundings. A book that someone adores in their 20s might be dismissed in their 40s. A storyline that was meaningful when read abroad may lose some of its magic when read at home. Personal events, from a change in employment to the loss of a loved one, can also impact upon what we want to read. Similarly, world events, such as economic crises and military conflicts, can also influence our reading preferences. Auden professed an almost insatiable appetite for crime fiction, describing the reading of detective stories as an addiction, and listed a very specific set of criteria to define the Whodunit. Today, such self-imposed restrictions are rare as, while there are many rules for writing crime fiction, there are no rules for reading this (or any other) genre. People are, generally, free to choose what, where, when, why, and how they read crime fiction, and to follow the deliberate or whimsical paths that their tastes may lay down for them. Crime fiction writers, past and present, offer: an incredible array of detective stories from the locked room to the clue puzzle; settings that range from the English country estate to city skyscrapers in glamorous locations around the world; numerous characters from cerebral sleuths who can solve a crime in their living room over a nice, hot cup of tea to weapon wielding heroes who track down villains on foot in darkened alleyways; and, language that ranges from the cultured conversations from the novels of the genre’s Golden Age to the hard-hitting terminology of forensic and legal procedurals. Overlaid on these appeal factors is the capacity of crime fiction to feed a taste for justice: to engage, vicariously at least, in the establishment of a more stable society. Of course, there are those who turn to the genre for a temporary distraction, an occasional guilty pleasure. There are those who stumble across the genre by accident or deliberately seek it out. There are also those, like Auden, who are addicted to crime fiction. So there are corpses for the conservative and dead bodies for the bloodthirsty. There is, indeed, a murder victim, and a murder story, to suit every reader’s taste. References Auden, W.H. “The Guilty Vicarage: Notes on The Detective Story, By an Addict.” Harper’s Magazine May (1948): 406–12. 1 Dec. 2013 ‹http://www.harpers.org/archive/1948/05/0033206›. Carter Snead, O. “Memory and Punishment.” Vanderbilt Law Review 64.4 (2011): 1195–264. Cawelti, John G. Adventure, Mystery and Romance: Formula Stories as Art and Popular Culture. Chicago: U of Chicago P, 1976/1977. Chandler, Raymond. The Big Sleep. London: Penguin, 1939/1970. ––. The Simple Art of Murder. New York: Vintage Books, 1950/1988. Christie, Agatha. The Mysterious Affair at Styles. London: HarperCollins, 1920/2007. Cole, Cathy. Private Dicks and Feisty Chicks: An Interrogation of Crime Fiction. Fremantle: Curtin UP, 2004. Derrida, Jacques. “The Law of Genre.” Glyph 7 (1980): 202–32. Franks, Rachel. “May I Suggest Murder?: An Overview of Crime Fiction for Readers’ Advisory Services Staff.” Australian Library Journal 60.2 (2011): 133–43. ––. “Motive for Murder: Reading Crime Fiction.” The Australian Library and Information Association Biennial Conference. Sydney: Jul. 2012. ––. “Punishment by the Book: Delivering and Evading Punishment in Crime Fiction.” Inter-Disciplinary.Net 3rd Global Conference on Punishment. Oxford: Sep. 2013. Freeman, R.A. “The Art of the Detective Story.” The Art of the Mystery Story: A Collection of Critical Essays. Ed. Howard Haycraft. New York: Simon & Schuster, 1924/1947. 7–17. Galgut, E. “Poetic Faith and Prosaic Concerns: A Defense of Suspension of Disbelief.” South African Journal of Philosophy 21.3 (2002): 190–99. Garland, David. Punishment and Modern Society: A Study in Social Theory. Chicago: U of Chicago P, 1993. Hemingway, Ernest. A Farewell to Arms. London: Random House, 1929/2004. ––. in R. Chandler. The Simple Art of Murder. New York: Vintage Books, 1950/1988. Hitchens, P. A Brief History of Crime: The Decline of Order, Justice and Liberty in England. London: Atlantic Books, 2003. James, P.D. Talking About Detective Fiction. New York: Alfred A. Knopf, 2009. Knight, Stephen. Crime Fiction since 1800: Death, Detection, Diversity, 2nd ed. New York: Palgrave Macmillian, 2010. Knox, Ronald A. “Club Rules: The 10 Commandments for Detective Novelists, 1928.” Ronald Knox Society of North America. 1 Dec. 2013 ‹http://www.ronaldknoxsociety.com/detective.html›. Malmgren, C.D. “Anatomy of Murder: Mystery, Detective and Crime Fiction.” Journal of Popular Culture Spring (1997): 115–21. Maloney, Shane. The Murray Whelan Trilogy: Stiff, The Brush-Off and Nice Try. Melbourne: Text Publishing, 1994/2008. Marsh, Ngaio in J. Drayton. Ngaio Marsh: Her Life in Crime. Auckland: Harper Collins, 2008. Orwell, George. Nineteen Eighty-Four. London: Penguin Books, 1949/1989. Roland, Susan. From Agatha Christie to Ruth Rendell: British Women Writers in Detective and Crime Fiction. London: Palgrave, 2001. Rzepka, Charles J. Detective Fiction. Cambridge: Polity, 2005. Sayers, Dorothy L. “The Omnibus of Crime.” The Art of the Mystery Story: A Collection of Critical Essays. Ed. Howard Haycraft. New York: Simon & Schuster, 1928/1947. 71–109. Scaggs, John. Crime Fiction: The New Critical Idiom. London: Routledge, 2005. Sisterson, C. “Battle for the Marsh: Awards 2013.” Black Mask: Pulps, Noir and News of Same. 1 Jan. 2014 http://www.blackmask.com/category/awards-2013/ Sutherland, John. in A. Flood. “Could Miles Franklin turn the Booker Prize to Crime?” The Guardian. 1 Jan. 2014 ‹http://www.guardian.co.uk/books/2010/jun/25/miles-franklin-booker-prize-crime›. Van Dine, S.S. “Twenty Rules for Writing Detective Stories.” The Art of the Mystery Story: A Collection of Critical Essays. Ed. Howard Haycraft. New York: Simon & Schuster, 1928/1947. 189-93. Wilson, Edmund. “Who Cares Who Killed Roger Ackroyd.” The Art of the Mystery Story: A Collection of Critical Essays. Ed. Howard Haycraft. New York: Simon & Schuster, 1944/1947. 390–97. Wyatt, N. “Redefining RA: A RA Big Think.” Library Journal Online. 1 Jan. 2014 ‹http://lj.libraryjournal.com/2007/07/ljarchives/lj-series-redefining-ra-an-ra-big-think›. Zunshine, Lisa. Why We Read Fiction: Theory of Mind and the Novel. Columbus: Ohio State UP, 2006.

We take as our subject what many would deem a waste of good celluloid: the degraded cultural form of the stoner film. Stoner films plot the experiences of the wasted (those intoxicated on marijuana) as they exhibit wastefulness—excessiveness, improvidence, decay—on a number of fronts. Stoners waste time in constantly hunting for pot and in failing to pursue more productive activity whilst wasted. Stoners waste their minds, both literally, if we believe contested studies that indicate marijuana smoking kills brains cells, and figuratively, in rendering themselves cognitively impaired. Stoners waste their bodies through the dangerous practice of smoking and through the tendency toward physical inertia. Stoners waste money on marijuana firstly, but also on such sophomoric accoutrements as the stoner film itself. Stoners lay waste to convention in excessively seeking pleasure and in dressing and acting outrageously. And stoners, if the scatological humour of so many stoner films is any index, are preoccupied with bodily waste. Stoners, we argue here, waste whiteness as well. As the likes of Jesse and Chester (Dude, Where’s My Car?), Wayne and Garth (Wayne’s World), Bill and Ted (Bill and Ted’s Excellent Adventure) and Jay and Silent Bob (Jay and Silent Bob Strike Back) make clear, whiteness looms large in stoner films. Yet the genre, we argue, disavows its own whiteness, in favour of a post-white hybridity that lavishly squanders white privilege. For all its focus on whiteness, filmic wastedness has always been an ethnically diverse and ambiguous category. The genre’s origins in the work of Cheech Marin, a Chicano, and Tommy Chong, a Chinese-European Canadian, have been buttressed in this regard by many African American contributions to the stoner oeuvre, including How High, Half Baked and Friday, as well as by Harold and Kumar Go to White Castle, and its Korean-American and Indian-American protagonists. Cheech and Chong initiated the genre with the release of Up in Smoke in 1978. A host of films have followed featuring protagonists who spend much of their time smoking and seeking marijuana (or—in the case of stoner films such as Dude, Where’s My Car? released during the height of the War on Drugs—acting stoned without ever being seen to get stoned). Inspired in part by the 1938 anti-marijuana film Reefer Madness, and the unintended humour such propaganda films begat amongst marijuana smokers, stoner films are comedies that satirise both marijuana culture and its prohibition. Self-consciously slapstick, the stoner genre excludes more serious films about drugs, from Easy Rider to Shaft, as well as films such as The Wizard of Oz, Yellow Submarine, the Muppet movies, and others popular amongst marijuana smokers because of surreal content. Likewise, a host of films that include secondary stoner characters, such as Jeff Spicoli in Fast Times at Ridgemont High and Wooderson in Dazed and Confused, are commonly excluded from the genre on the grounds that the stoner film, first and foremost, celebrates stonerism, that is “serious commitment to smoking and acquiring marijuana as a lifestyle choice.” (Meltzer). Often taking the form of the “buddy film,” stoner flicks generally feature male leads and frequently exhibit a decidedly masculinist orientation, with women, for the most part reduced to little more than the object of the white male gaze.The plot, such as it is, of the typical stoner film concerns the search for marijuana (or an accessory, such as junk food) and the improbable misadventures that ensue. While frequently represented as resourceful and energetic in their quest for marijuana, filmic stoners otherwise exhibit ambivalent attitudes toward enterprise that involves significant effort. Typically represented as happy and peaceable, filmic stoners rarely engage in conflict beyond regular clashes with authority figures determined to enforce anti-drug laws, and other measures that stoners take to be infringements upon happiness. While Hollywood’s stoners thus share a sense of entitlement to pleasure, they do not otherwise exhibit a coherent ideological orthodoxy beyond a certain libertarian and relativistic open-mindedness. More likely to take inspiration from comic book heroes than Aldous Huxley or Timothy Leary, stoners are most often portrayed as ‘dazed and confused,’ and could be said to waste the intellectual tradition of mind expansion that Leary represents. That stoner films are, at times, misunderstood to be quintessentially white is hardly suprising. As a social construct that creates, maintains and legitimates white domination, whiteness manifests, as one of its most defining features, an ability to swallow up difference and to insist upon, at critical junctures, a universal subjectivity that disallows for difference (hooks 167). Such universalising not only sanctions co-optation of ethnic cultural expression, it also functions to mask whiteness’s existence, thus reinforcing its very power. Whiteness, as Richard Dyer argues, is simultaneously everywhere and nowhere. It obfuscates itself and its relationship to the particular traits it is said to embody—disinterest, prudence, temperance, rationality, bodily restraint, industriousness (3). Whiteness is thus constructed as neither an ethnic nor racial particularity, but rather the transcendence of such positionality (Wiegman 139). While non-whites are raced, to be white is to be “just human” and thus to possess the power to “claim to speak for the commonality of humanity” whilst denying the accrual of any particular racial privilege (Dyer 2). In refuting its own advantages—which are so wide ranging (from preferential treatment in housing loans, to the freedom to fail without fear of reflecting badly on other whites) that they are, like whiteness itself, both assumed and unproblematic—whiteness instantiates individualism, allowing whites to believe that their successes are in no way the outcome of systematic racial advantage, but rather the product of individual toil (McIntosh; Lipsitz). An examination of the 1978 stoner film Up in Smoke suggests that whatever the ethnic ambiguity of the figure of the stoner, the genre of the stoner film is all about the wasting of whiteness. Up in Smoke opens with two alternating domestic scenes. We first encounter Pedro De Pacas (Cheech Marin) in a cluttered and shadowy room as his siblings romp affectionately upon his back, waking him from his slumber on the couch. Pedro rises, stepping into a bowl of cereal on the floor. He stumbles to the bathroom, where, sleepy and disoriented, he urinates into the laundry hamper. The chaos of Pedro’s disrupted sleep is followed in the film by a more metaphoric awakening as Anthony Stoner (Tommy Chong) determines to leave home. The scene takes place in a far more orderly, light and lavish room. The space’s overpowering whiteness is breached only by the figure of Anthony and his unruly black hair, bushy black beard, and loud Hawaiian shirt, which vibrates with colour against the white walls, white furnishings and white curtains. We watch as Anthony, behind an elaborate bar, prepares a banana protein shake, impassively ignoring his parents, both clothed in all-white, as they clutch martini glasses and berate their son for his lack of ambition. Arnold Stoner [father]: Son, your mother and me would like for you to cozy up to the Finkelstein boy. He's a bright kid, and, uh... he's going to military school, and remember, he was an Eagle Scout. Tempest Stoner [mother]: Arnold…Arnold Stoner: [shouts over/to his wife] Will you shut up? We’re not going to have a family brawl!Tempest Stoner: [continues talking as her husband shouts]…. Retard.Arnold Stoner: [to Anthony] We've put up with a hell of a lot.[Anthony starts blender] Can this wait? ... Build your goddamn muscles, huh? You know, you could build your muscles picking strawberries.You know, bend and scoop... like the Mexicans. Shit, maybe I could get you a job with United Fruit. I got a buddy with United Fruit. ... Get you started. Start with strawberries, you might work your way up to these goddamn bananas! When, boy? When...are you going to get your act together?Anthony: [Burps]Tempest Stoner: Gross.Arnold Stoner: Oh, good God Almighty me. I think he's the Antichrist. Anthony, I want to talk to you. [Anthony gathers his smoothie supplements and begins to walk out of the room.] Now, listen! Don't walk away from me when I'm talking to you! You get a goddamn job before sundown, or we're shipping you off to military school with that goddamn Finkelstein shit kid! Son of a bitch!The whiteness of Anthony’s parents is signified so pervasively and so strikingly in this scene—in their improbable white outfits and in the room’s insufferably white décor—that we come to understand it as causative. The rage and racism of Mr. Stoner’s tirade, the scene suggests, is a product of whiteness itself. Given that whiteness achieves and maintains its domination via both ubiquity and invisibility, what Up in Smoke accomplishes in this scene is notable. Arnold Stoner’s tortured syntax (“that goddamn Finkelstein shit kid”) works to “mak[e] whiteness strange” (Dyer 4), while the scene’s exaggerated staging delineates whiteness as “a particular – even peculiar – identity, rather than a presumed norm” (Roediger, Colored White 21). The belligerence of the senior Stoners toward not only their son and each other, but the world at large, in turn, functions to render whiteness intrinsically ruthless and destructive. Anthony’s parents, in all their whiteness, enact David Roediger’s assertion that “it is not merely that ‘Whiteness’s is oppressive and false; it is that ‘Whiteness’s is nothing but oppressive and false” (Toward the Abolition 13).Anthony speaks not a word during the scene. He communicates only by belching and giving his parents the finger as he leaves the room and the home. This departure is significant in that it marks the moment when Anthony, hereafter known only as “Man,” flees the world of whiteness. He winds up taking refuge in the multi-hued world of stonerism, as embodied in the scene that follows, which features Pedro emerging from his home to interact with his Chicano neighbours and to lovingly inspect his car. As a lowrider, a customised vehicle that “begin[s] with the abandoned materials of one tradition (that of mainstream America), … [and is] … then transformed and recycled . . . into new and fresh objects of art which are distinctly Chicano,” Pedro’s car serves as a symbol of the cultural hybridisation that Man is about to undergo (quoted in Ondine 141).As Man’s muteness in the presence of his parents suggests, his racial status seems tentative from the start. Within the world of whiteness, Man is the subaltern, silenced and denigrated, finding voice only after he befriends Pedro. Even as the film identifies Man as white through his parental lineage, it renders indeterminate its own assertion, destabilising any such fixed or naturalised schema of identity. When Man is first introduced to Pedro’s band as their newest member, James, the band’s African American bass player, looks at Man, dressed in the uniform of the band, and asks: “Hey Pedro, where’s the white dude you said was playing the drums?” Clearly, from James’s point of view, the room contains no white dudes, just stoners. Man’s presumed whiteness becomes one of the film’s countless gags, the provocative ambiguity of the casting of a Chinese-European to play a white part underscored in the film by the equally implausible matter of age. Man, according to the film’s narrative, is a high school student; Chong was forty when the film was released. Like his age, Man’s whiteness is never a good fit. That Man ultimately winds up sleeping on the very couch upon which we first encounter Pedro suggests how radical and final the break with his dubious white past is. The “Mexicans” whom his father would mock as fit only for abject labour are amongst those whom Man comes to consider his closest companions. In departing his parents’ white world, and embracing Pedro’s dilapidated, barrio-based world of wastedness, Man traces the geographies narrated by George Lipsitz in The Possessive Investment in Whiteness. Historically, Lipsitz argues, the development of affluent white space (the suburbs) was made possible by the disintegration of African American, Chicano and other minority neighbourhoods disadvantaged by federal, state, and corporate housing, employment, health care, urban renewal, and education policies that favoured whites over non-whites. In this sense, Man’s flight from his parents’ home is a retreat from whiteness itself, and from the advantages that whiteness conveys. In choosing the ramshackle, non-white world of stonerism, Man performs an act of racial treachery. Whiteness, Lipsitz contends, has “cash value,” and “is invested in, like property, but it is also a means of accumulating property and keeping it from others,” which allows for “intergenerational transfers of inherited wealth that pass on the spoils of discrimination to succeeding generations” (vii-viii). Man’s disavowal of the privileges of whiteness is a reckless refusal to accept this racial birthright. Whiteness is thus wasted upon Man because Man wastes his whiteness. Given the centrality of prudence and restraint to hegemonic constructions of whiteness, Man’s willingness to squander the “valuable asset” that is his white inheritance is especially treasonous (Harris 1713). Man is the prodigal son of whiteness, a profligate who pours down the drain “the wages of whiteness” that his forbearers have spent generations accruing and protecting (Roediger, The Wages of Whiteness). His waste not only offends the core values which whiteness is said to comprise, it also denigrates whiteness itself by illuminating the excess of white privilege, as well as the unarticulated excess of meanings that hover around whiteness to create the illusion of transcendence and infinite variety. Man’s performance, like all bad performances of whiteness, “disrupt[s] implicit understandings of what it means to be white” (Hartigan 46). The spectre of seeing white domination go ‘up in smoke’—via wasting, as opposed to hoarding, white privilege—amounts to racial treason, and helps not only to explicate why whites in the film find stonerism so menacing, but also to explain the paradox of “pot [making] the people who don’t smoke it even more paranoid than the people who do” (Patterson). While Tommy Chong’s droll assertion that "what makes us so dangerous is that we're harmless" ridicules such paranoia, it ultimately fails to account for the politics of subversive squandering of white privilege that characterise the stoner film (“Biographies”). Stoners in Up in Smoke, as in most other stoner films, are marked as non-white, through association with ethnic Others, through their rejection of mainstream ideas about work and achievement, and/or through their lack of bodily restraint in relentlessly seeking pleasure, in dressing outrageously, and in refusing to abide conventional grooming habits. Significantly, the non-white status of the stoner is both voluntary and deliberate. While stonerism embraces its own non-whiteness, its Otherness is not signified, primarily, through racial cross-dressing of the sort Eric Lott detects in Elvis, but rather through race-mixing. Stoner collectivity practices an inclusivity that defies America’s historic practice of racial and ethnic segregation (Lott 248). Stonerism further reveals its unwillingness to abide constrictive American whiteness in a scene in which Pedro and Man, both US-born Americans, are deported. The pair are rounded up along with Pedro’s extended family in a raid initiated when Pedro’s cousin “narcs” on himself to la migra (the Immigration and Naturalization Service) in order to get free transport for his extended family to his wedding in Tijuana. Pedro and Man return to the US as unwitting tricksters, bringing back to the US more marijuana than has ever crossed the Mexican-US border at one time, fusing the relationship between transnationalism and wastedness. The disrespect that stoners exhibit for pregnable US borders contests presumed Chicano powerlessness in the face of white force and further affronts whiteness, which historically has mobilised itself most virulently at the threat of alien incursion. Transgression here is wilful and playful; stoners intend to offend normative values and taste through their actions, their dress, and non-white associations as part of the project of forging a new hybridised, transnational subjectivity that threatens to lay waste to whiteness’s purity and privilege. Stoners invite the scrutiny of white authority with their outrageous attire and ethnically diverse composition, turning the “inevitability of surveillance” (Borrie 87) into an opportunity to enact their own wastedness—their wasted privilege, their wasted youth, their wasted potential—before a gaze that is ultimately confounded and threatened by the chaotic hybridity with which it is faced (Hebdige 26). By perpetually displaying his/her wasted Otherness, the stoner makes of him/herself a “freak,” a label cops use derisively throughout Up in Smoke to denote the wasted without realising that stoners define themselves in precisely such terms, and, by doing so, obstruct whiteness’s assertion of universal subjectivity. Pedro’s cousin Strawberry (Tom Skerritt), a pot dealer, enacts freakishness by exhibiting a large facial birthmark and by suffering from Vietnam-induced Post Traumatic Stress disorder. A freak in every sense of the word, Strawberry is denied white status by virtue of physical and mental defect. But Strawberry, as a stoner, ultimately wants whiteness even less than it wants him. The defects that deny him membership in the exclusive “club” that is whiteness prove less significant than the choice he makes to defect from the ranks of whiteness and join with Man in the decision to waste his whiteness wantonly (“Editorial”). Stoner masculinity is represented as similarly freakish and defective. While white authority forcefully frustrates the attempts of Pedro and Man to “score” marijuana, the duo’s efforts to “score” sexually are thwarted by their own in/action. More often than not, wastedness produces impotence in Up in Smoke, either literally or figuratively, wherein the confusion and misadventures that attend pot-smoking interrupt foreplay. The film’s only ostensible sex scene is unconsummated, a wasted opportunity for whiteness to reproduce itself when Man sleeps through his girlfriend’s frenzied discussion of sex. During the course of Up in Smoke, Man dresses as a woman while hitchhiking, Pedro mistakes Man for a woman, Man sits on Pedro’s lap when they scramble to change seats whilst being pulled over by the police, Man suggests that Pedro has a “small dick,” Pedro reports liking “manly breasts,” and Pedro—unable to urinate in the presence of Sgt. Stedenko—tells his penis that if it does not perform, he will “put [it] back in the closet.” Such attenuations of the lead characters’ masculinity climax in the penultimate scene, in which Pedro, backed by his band, performs “Earache My Eye,” a song he has just composed backstage, whilst adorned in pink tutu, garter belt, tassle pasties, sequined opera mask and Mickey Mouse ears: My momma talkin’ to me tryin’ to tell me how to liveBut I don't listen to her cause my head is like a sieveMy daddy he disowned me cause I wear my sister's clothesHe caught me in the bathroom with a pair of pantyhoseMy basketball coach he done kicked me off the teamFor wearing high heeled sneakers and acting like a queen“Earache My Eye” corroborates the Othered natured of stonerism by marking stoners, already designated as non-white, as non-straight. In a classic iteration of a bad gender performance, the scene rejects both whiteness and its hegemonic partners-in-crime, heterosexuality and normative masculinity (Butler 26). Here stoners waste not only their whiteness, but also their white masculinity. Whiteness, and its dependence upon “intersection … [with] interlocking axes [of power such as] gender … [and] sexuality,” is “outed” in this scene (Shome 368). So, too, is it enfeebled. In rendering masculinity freakish and defective, the film threatens whiteness at its core. For if whiteness can not depend upon normative masculinity for its reproduction, then, like Man’s racial birthright, it is wasted. The stoner’s embodiment of freakishness further works to emphasise wasted whiteness by exposing just how hysterical whiteness’s defense of its own normativity can be. Up in Smoke frequently inflates not only the effects of marijuana, but also the eccentricities of those who smoke it, a strategy which means that much of the film’s humour turns on satirising hegemonic stereotypes of marijuana smokers. Equally, Cheech Marin’s exaggerated “slapstick, one-dimensional [portrayal] of [a] Chicano character” works to render ridiculous the very stereotypes his character incarnates (List 183). While the film deconstructs processes of social construction, it also makes extensive use of counter-stereotyping in its depictions of characters marked as white. The result is that whiteness’s “illusion of [its] own infinite variety” is contested and the lie of whiteness as non-raced is exposed, helping to explain the stoner’s decision to waste his/her whiteness (Dyer 12; 2). In Up in Smoke whiteness is the colour of straightness. Straights, who are willing neither to smoke pot nor to tolerate the smoking of pot by others/Others, are so comprehensively marked as white in the film that whiteness and straightness become isomorphic. As a result, the same stereotypes are mobilised in representing whiteness and straightness: incompetence, belligerence, hypocrisy, meanspiritedness, and paranoia, qualities that are all the more oppressive because virtually all whites/straights in the film occupy positions of authority. Anthony’s spectacularly white parents, as we have seen, are bigoted and dominating. Their whiteness is further impugned by alcohol, which fuels Mr. Stoner’s fury and Mrs. Stoner’s unintelligibility. That the senior Stoners are drunk before noon works, of course, to expose the hypocrisy of those who would indict marijuana use while ignoring the social damage alcohol can produce. Their inebriation (revealed as chronic in the DVD’s outtake scenes) takes on further significance when it is configured as a decidedly white attribute. Throughout the film, only characters marked as white consume alcohol—most notably, the judge who is discovered to be drinking vodka whist adjudicating drug charges against Pedro and Man—therefore dislodging whiteness’s self-construction as temperate, and suggesting just how wasted whiteness is. While stonerism is represented as pacific, drunkenness is of a piece with white/straight bellicosity. In Up in Smoke, whites/straights crave confrontation and discord, especially the angry, uptight, and vainglorious narcotics cop Sgt. Stedenko (Stacey Keech) who inhabits so many of the film’s counter-stereotypes. While a trio of white cops roughly apprehend and search a carload of innocent nuns in a manner that Man describes as “cold blooded,” Stedenko, unawares in the foreground, gives an interview about his plans for what he hopes will be the biggest border drug bust in US history: “[Reporter:] Do you expect to see any violence here today? [Sgt. Stedenko:] I certainly hope so.” Stedenko’s desire to act violently against stoners echoes mythologies of white regeneration in the Old West, wherein whiteness refurbished itself through violent attacks on Native Americans, whose wasteful cultures failed to make “civilised” use of western lands (Slotkin 565).White aggression is relentlessly depicted in the film, with one important exception: the instance of the stoned straight. Perhaps no other trope is as defining of the genre, as is the scene wherein a straight person accidentally becomes stoned. Up in Smoke offers several examples, most notably the scene in which a motorcycle cop pulls over Pedro and Man as they drive a van belonging to Pedro’s Uncle Chuey. In a plot twist requiring a degree of willing suspension of disbelief that even wasted audiences might find a stretch, the exterior shell of the van, unbeknownst to Pedro and Man, is made entirely of marijuana which has started to smoulder around the exhaust pipe. The cop, who becomes intoxicated whilst walking through the fumes, does not hassle Pedro and Man, as expected, but instead asks for a bite of their hot dog and then departs happily, instructing the duo to “have a nice day.” In declining, or perhaps simply forgetting, to exercise his authority, the cop demonstrates the regenerative potential not of violent whiteness but rather of hybrid wastedness. Marijuana here is transformative, morphing straight consciousness into stoner consciousness and, in the process, discharging all the uptight, mean-spirited, unnecessary, and hence wasteful baggage of whiteness along the way. While such a utopian potential for pot is both upheld and satirised in the film, the scene amounts to far more than an inconsequential generic gag, in that it argues for the disavowal of whiteness via the assumption of the voluntary Otherness that is stonerism. Whiteness, the scene suggests, can be cast off, discarded, wasted and thus surmounted. Whites, for want of a better phrase, simply need to ‘just say no’ to whiteness in order to excrete the brutality that is its necessary affliction and inevitable result. While Up in Smoke laudably offers a powerful refusal to horde the assets of whiteness, the film fails to acknowledge that ‘just saying no’ is, indeed, one of whiteness’s exclusive privileges, since whites and only whites possess the liberty to refuse the advantages whiteness bestows. Non-whites possess no analogical ability to jettison the social constructions to which they are subjected, to refuse the power of dominant classes to define their subjectivity. Neither does the film confront the fact that Man nor any other of Up in Smoke’s white freaks are disallowed from re-embracing their whiteness, and its attendant value, at any time. However inchoate the film’s challenge to racial privilege, Up in Smoke’s celebration of the subversive pleasures of wasting whiteness offers a tentative, if bleary, first step toward ‘the abolition of whiteness.’ Its utopian vision of a post-white hybridised subjectivity, however dazed and confused, is worthy of far more serious contemplation than the film, taken at face value, might seem to suggest. Perhaps Up in Smoke is a stoner film that should also be viewed while sober. ReferencesBill and Ted’s Excellent Adventure. Dir. Stephen Herek. Orion Pictures Corporation, 1989.“Biographies”. 10 June 2010 ‹http://www.cheechandchongfans.com/biography.html›. Borrie, Lee. "Wild Ones: Containment Culture and 1950s Youth Rebellion”. Diss. University of Canterbury, 2007.Butler, Judith. "Critically Queer”. GLQ: A Journal of Lesbian and Gay Studies 1.1 (1993): 17-32.Chavoya, C. Ondine. “Customized Hybrids: The Art of Ruben Ortiz Torres and Lowriding in Southern California”. CR: The New Centennial Review 4.2 (2004): 141-84.Clerks. Dir. Kevin Smith. Miramax Films, 1994. Dazed and Confused. Dir. Richard Linklater. Cineplex Odeon Films, 1993. Dude, Where’s My Car? Dir. Danny Leiner. Twentieth Century Fox, 2000.Dyer, Richard. White: Essays on Race and Culture. London: Routledge, 1997.“Editorial: Abolish the White Race—By Any Means Necessary”. Race Traitor 1 (1993). 9 June 2010 ‹http://racetraitor.org/abolish.html›.Fast Times at Ridgemont High. Dir. Amy Heckerling. Universal Pictures, 1982.Friday. Dir. F. Gary Gray. New Line Cinema, 1995.Half Baked. Dir. Tamra Davis. Universal Pictures, 1998.Harold and Kumar Go to White Castle. Dir. Danny Leiner. New Line Cinema, 2004.Harris, Cheryl. “Whiteness as Property”. Harvard Law Review 106 (1993): 1707-1791. Hartigan, John Jr. “Objectifying ‘Poor Whites and ‘White Trash’ in Detroit”. White Trash: Race and Class in America. Eds. Matt Wray, and Annalee Newitz. NY: Routledge, 1997. 41-56.Hebdige, Dick. Subculture: The Meaning of Style. London: Methuen, 1979.hooks, bell. Black Looks: Race and Representation. Boston: South End Press, 1992.How High. Dir. Jesse Dylan. Universal Pictures, 2001.Lipsitz, George. The Possessive Investment in Whiteness: How White People Profit fromIdentity Politics. Philadelphia: Temple UP, 2006. List, Christine. "Self-Directed Stereotyping in the Films of Cheech Marin”. Chicanos and Film: Representation and Resistance. Ed. Chon A. Noriega. Minneapolis: U of Minnesota P, 1992. 183-94.Lott, Eric. “Racial Cross-Dressing and the Construction of American Whiteness”. The Cultural Studies Reader. 2nd ed. Ed. Simon During. London: Routledge, 1999. 241-55.McIntosh, Peggy. “White Privilege: Unpacking the Invisible Knapsack”. 10 June 2010 ‹http://www.case.edu/president/aaction/UnpackingTheKnapsack.pdf›.Meltzer, Marisa. “Leisure and Innocence: The Eternal Appeal of the Stoner Movie”. Slate 26 June 2007. 10 Aug. 2010 ‹http://www.slate.com/id/2168931›.Toni Morrison. Playing in the Dark: Whiteness and the Literary Imagination. Cambridge: Harvard UP, 1992.Patterson, John. “High and Mighty”. The Guardian 7 June 2008. 10 June 2010 ‹http://www.guardian.co.uk/culture/2008/jun/07/2›.Roediger, David. Colored White: Transcending the Racial Past. Berkeley: U of California P, 2002.Roediger, David. The Wages of Whiteness: Race and the Making of the American Working Class. Rev. ed. London: Verso Books, 1999.———. Towards the Abolition of Whiteness: Essays on Race, Class and Politics. London: Verso Books, 1994.Shome, Raka. “Outing Whiteness”. Critical Studies in Media Communication 17.3 (2000): 366-71.Slotkin, Richard. Regeneration through Violence: The Mythology of the American Frontier. Norman: U of Oklahoma P, 1973.Up in Smoke. Dir. Lou Adler. Paramount Pictures, 1978.Wayne’s World. Dir. Penelope Spheeris. Paramount Pictures, 1992.Wiegman, Robyn. “Whiteness Studies and the Paradox of Particularity”. boundary 2 26.3 (1999): 115-50.

IntroductionIn the year 2000, a group of likeminded individuals got together and convened the first annual World Barista Championship in Monte Carlo. With twelve competitors from around the globe, each competitor was judged by seven judges: one head judge who oversaw the process, two technical judges who assessed technical skills, and four sensory judges who evaluated the taste and appearance of the espresso drinks. Competitors had fifteen minutes to serve four espresso coffees, four cappuccino coffees, and four “signature” drinks that they had devised using one shot of espresso and other ingredients of their choice, but no alcohol. The competitors were also assessed on their overall barista skills, their creativity, and their ability to perform under pressure and impress the judges with their knowledge of coffee. This competition has grown to the extent that eleven years later, in 2011, 54 countries held national barista championships with the winner from each country competing for the highly coveted position of World Barista Champion. That year, Alejandro Mendez from El Salvador became the first world champion from a coffee producing nation. Champion baristas are more likely to come from coffee consuming countries than they are from coffee producing countries as countries that produce coffee seldom have a culture of espresso coffee consumption. While Ireland is not a coffee-producing nation, the Irish are the highest per capita consumers of tea in the world (Mac Con Iomaire, “Ireland”). Despite this, in 2008, Stephen Morrissey from Ireland overcame 50 other national champions to become the 2008 World Barista Champion (see, http://vimeo.com/2254130). Another Irish national champion, Colin Harmon, came fourth in this competition in both 2009 and 2010. This paper discusses the history and development of coffee and coffee houses in Dublin from the 17th century, charting how coffee culture in Dublin appeared, evolved, and stagnated before re-emerging at the beginning of the 21st century, with a remarkable win in the World Barista Championships. The historical links between coffeehouses and media—ranging from print media to electronic and social media—are discussed. In this, the coffee house acts as an informal public gathering space, what urban sociologist Ray Oldenburg calls a “third place,” neither work nor home. These “third places” provide anchors for community life and facilitate and foster broader, more creative interaction (Oldenburg). This paper will also show how competition from other “third places” such as clubs, hotels, restaurants, and bars have affected the vibrancy of coffee houses. Early Coffee Houses The first coffee house was established in Constantinople in 1554 (Tannahill 252; Huetz de Lemps 387). The first English coffee houses opened in Oxford in 1650 and in London in 1652. Coffee houses multiplied thereafter but, in 1676, when some London coffee houses became hotbeds for political protest, the city prosecutor decided to close them. The ban was soon lifted and between 1680 and 1730 Londoners discovered the pleasure of drinking coffee (Huetz de Lemps 388), although these coffee houses sold a number of hot drinks including tea and chocolate as well as coffee.The first French coffee houses opened in Marseille in 1671 and in Paris the following year. Coffee houses proliferated during the 18th century: by 1720 there were 380 public cafés in Paris and by the end of the century there were 600 (Huetz de Lemps 387). Café Procope opened in Paris in 1674 and, in the 18th century, became a literary salon with regular patrons: Voltaire, Rousseau, Diderot and Condorcet (Huetz de Lemps 387; Pitte 472). In England, coffee houses developed into exclusive clubs such as Crockford’s and the Reform, whilst elsewhere in Europe they evolved into what we identify as cafés, similar to the tea shops that would open in England in the late 19th century (Tannahill 252-53). Tea quickly displaced coffee in popularity in British coffee houses (Taylor 142). Pettigrew suggests two reasons why Great Britain became a tea-drinking nation while most of the rest of Europe took to coffee (48). The first was the power of the East India Company, chartered by Elizabeth I in 1600, which controlled the world’s biggest tea monopoly and promoted the beverage enthusiastically. The second was the difficulty England had in securing coffee from the Levant while at war with France at the end of the seventeenth century and again during the War of the Spanish Succession (1702-13). Tea also became the dominant beverage in Ireland and over a period of time became the staple beverage of the whole country. In 1835, Samuel Bewley and his son Charles dared to break the monopoly of The East India Company by importing over 2,000 chests of tea directly from Canton, China, to Ireland. His family would later become synonymous with the importation of coffee and with opening cafés in Ireland (see, Farmar for full history of the Bewley's and their activities). Ireland remains the highest per-capita consumer of tea in the world. Coffee houses have long been linked with social and political change (Kennedy, Politicks; Pincus). The notion that these new non-alcoholic drinks were responsible for the Enlightenment because people could now gather socially without getting drunk is rejected by Wheaton as frivolous, since there had always been alternatives to strong drink, and European civilisation had achieved much in the previous centuries (91). She comments additionally that cafés, as gathering places for dissenters, took over the role that taverns had long played. Pennell and Vickery support this argument adding that by offering a choice of drinks, and often sweets, at a fixed price and in a more civilized setting than most taverns provided, coffee houses and cafés were part of the rise of the modern restaurant. It is believed that, by 1700, the commercial provision of food and drink constituted the second largest occupational sector in London. Travellers’ accounts are full of descriptions of London taverns, pie shops, coffee, bun and chop houses, breakfast huts, and food hawkers (Pennell; Vickery). Dublin Coffee Houses and Later incarnations The earliest reference to coffee houses in Dublin is to the Cock Coffee House in Cook Street during the reign of Charles II (1660-85). Public dining or drinking establishments listed in the 1738 Dublin Directory include taverns, eating houses, chop houses, coffee houses, and one chocolate house in Fownes Court run by Peter Bardin (Hardiman and Kennedy 157). During the second half of the 17th century, Dublin’s merchant classes transferred allegiance from taverns to the newly fashionable coffee houses as places to conduct business. By 1698, the fashion had spread to country towns with coffee houses found in Cork, Limerick, Kilkenny, Clonmel, Wexford, and Galway, and slightly later in Belfast and Waterford in the 18th century. Maxwell lists some of Dublin’s leading coffee houses and taverns, noting their clientele: There were Lucas’s Coffee House, on Cork Hill (the scene of many duels), frequented by fashionable young men; the Phoenix, in Werburgh Street, where political dinners were held; Dick’s Coffee House, in Skinner’s Row, much patronized by literary men, for it was over a bookseller’s; the Eagle, in Eustace Street, where meetings of the Volunteers were held; the Old Sot’s Hole, near Essex Bridge, famous for its beefsteaks and ale; the Eagle Tavern, on Cork Hill, which was demolished at the same time as Lucas’s to make room for the Royal Exchange; and many others. (76) Many of the early taverns were situated around the Winetavern Street, Cook Street, and Fishamble Street area. (see Fig. 1) Taverns, and later coffee houses, became meeting places for gentlemen and centres for debate and the exchange of ideas. In 1706, Francis Dickson published the Flying Post newspaper at the Four Courts coffee house in Winetavern Street. The Bear Tavern (1725) and the Black Lyon (1735), where a Masonic Lodge assembled every Wednesday, were also located on this street (Gilbert v.1 160). Dick’s Coffee house was established in the late 17th century by bookseller and newspaper proprietor Richard Pue, and remained open until 1780 when the building was demolished. In 1740, Dick’s customers were described thus: Ye citizens, gentlemen, lawyers and squires,who summer and winter surround our great fires,ye quidnuncs! who frequently come into Pue’s,To live upon politicks, coffee, and news. (Gilbert v.1 174) There has long been an association between coffeehouses and publishing books, pamphlets and particularly newspapers. Other Dublin publishers and newspapermen who owned coffee houses included Richard Norris and Thomas Bacon. Until the 1850s, newspapers were burdened with a number of taxes: on the newsprint, a stamp duty, and on each advertisement. By 1865, these taxes had virtually disappeared, resulting in the appearance of 30 new newspapers in Ireland, 24 of them in Dublin. Most people read from copies which were available free of charge in taverns, clubs, and coffee houses (MacGiolla Phadraig). Coffee houses also kept copies of international newspapers. On 4 May 1706, Francis Dickson notes in the Dublin Intelligence that he held the Paris and London Gazettes, Leyden Gazette and Slip, the Paris and Hague Lettres à la Main, Daily Courant, Post-man, Flying Post, Post-script and Manuscripts in his coffeehouse in Winetavern Street (Kennedy, “Dublin”). Henry Berry’s analysis of shop signs in Dublin identifies 24 different coffee houses in Dublin, with the main clusters in Essex Street near the Custom’s House (Cocoa Tree, Bacon’s, Dempster’s, Dublin, Merchant’s, Norris’s, and Walsh’s) Cork Hill (Lucas’s, St Lawrence’s, and Solyman’s) Skinners’ Row (Bow’s’, Darby’s, and Dick’s) Christ Church Yard (Four Courts, and London) College Green (Jack’s, and Parliament) and Crampton Court (Exchange, and Little Dublin). (see Figure 1, below, for these clusters and the locations of other Dublin coffee houses.) The earliest to be referenced is the Cock Coffee House in Cook Street during the reign of Charles II (1660-85), with Solyman’s (1691), Bow’s (1692), and Patt’s on High Street (1699), all mentioned in print before the 18th century. The name of one, the Cocoa Tree, suggests that chocolate was also served in this coffee house. More evidence of the variety of beverages sold in coffee houses comes from Gilbert who notes that in 1730, one Dublin poet wrote of George Carterwright’s wife at The Custom House Coffee House on Essex Street: Her coffee’s fresh and fresh her tea,Sweet her cream, ptizan, and whea,her drams, of ev’ry sort, we findboth good and pleasant, in their kind. (v. 2 161) Figure 1: Map of Dublin indicating Coffee House clusters 1 = Sackville St.; 2 = Winetavern St.; 3 = Essex St.; 4 = Cork Hill; 5 = Skinner's Row; 6 = College Green.; 7 = Christ Church Yard; 8 = Crampton Court.; 9 = Cook St.; 10 = High St.; 11 = Eustace St.; 12 = Werburgh St.; 13 = Fishamble St.; 14 = Westmorland St.; 15 = South Great George's St.; 16 = Grafton St.; 17 = Kildare St.; 18 = Dame St.; 19 = Anglesea Row; 20 = Foster Place; 21 = Poolbeg St.; 22 = Fleet St.; 23 = Burgh Quay.A = Cafe de Paris, Lincoln Place; B = Red Bank Restaurant, D'Olier St.; C = Morrison's Hotel, Nassau St.; D = Shelbourne Hotel, St. Stephen's Green; E = Jury's Hotel, Dame St. Some coffee houses transformed into the gentlemen’s clubs that appeared in London, Paris and Dublin in the 17th century. These clubs originally met in coffee houses, then taverns, until later proprietary clubs became fashionable. Dublin anticipated London in club fashions with members of the Kildare Street Club (1782) and the Sackville Street Club (1794) owning the premises of their clubhouse, thus dispensing with the proprietor. The first London club to be owned by the members seems to be Arthur’s, founded in 1811 (McDowell 4) and this practice became widespread throughout the 19th century in both London and Dublin. The origin of one of Dublin’s most famous clubs, Daly’s Club, was a chocolate house opened by Patrick Daly in c.1762–65 in premises at 2–3 Dame Street (Brooke). It prospered sufficiently to commission its own granite-faced building on College Green between Anglesea Street and Foster Place which opened in 1789 (Liddy 51). Daly’s Club, “where half the land of Ireland has changed hands”, was renowned for the gambling that took place there (Montgomery 39). Daly’s sumptuous palace catered very well (and discreetly) for honourable Members of Parliament and rich “bucks” alike (Craig 222). The changing political and social landscape following the Act of Union led to Daly’s slow demise and its eventual closure in 1823 (Liddy 51). Coincidentally, the first Starbucks in Ireland opened in 2005 in the same location. Once gentlemen’s clubs had designated buildings where members could eat, drink, socialise, and stay overnight, taverns and coffee houses faced competition from the best Dublin hotels which also had coffee rooms “in which gentlemen could read papers, write letters, take coffee and wine in the evening—an exiguous substitute for a club” (McDowell 17). There were at least 15 establishments in Dublin city claiming to be hotels by 1789 (Corr 1) and their numbers grew in the 19th century, an expansion which was particularly influenced by the growth of railways. By 1790, Dublin’s public houses (“pubs”) outnumbered its coffee houses with Dublin boasting 1,300 (Rooney 132). Names like the Goose and Gridiron, Harp and Crown, Horseshoe and Magpie, and Hen and Chickens—fashionable during the 17th and 18th centuries in Ireland—hung on decorative signs for those who could not read. Throughout the 20th century, the public house provided the dominant “third place” in Irish society, and the drink of choice for itd predominantly male customers was a frothy pint of Guinness. Newspapers were available in public houses and many newspapermen had their own favourite hostelries such as Mulligan’s of Poolbeg Street; The Pearl, and The Palace on Fleet Street; and The White Horse Inn on Burgh Quay. Any coffee served in these establishments prior to the arrival of the new coffee culture in the 21st century was, however, of the powdered instant variety. Hotels / Restaurants with Coffee Rooms From the mid-19th century, the public dining landscape of Dublin changed in line with London and other large cities in the United Kingdom. Restaurants did appear gradually in the United Kingdom and research suggests that one possible reason for this growth from the 1860s onwards was the Refreshment Houses and Wine Licences Act (1860). The object of this act was to “reunite the business of eating and drinking”, thereby encouraging public sobriety (Mac Con Iomaire, “Emergence” v.2 95). Advertisements for Dublin restaurants appeared in The Irish Times from the 1860s. Thom’s Directory includes listings for Dining Rooms from the 1870s and Refreshment Rooms are listed from the 1880s. This pattern continued until 1909, when Thom’s Directory first includes a listing for “Restaurants and Tea Rooms”. Some of the establishments that advertised separate coffee rooms include Dublin’s first French restaurant, the Café de Paris, The Red Bank Restaurant, Morrison’s Hotel, Shelbourne Hotel, and Jury’s Hotel (see Fig. 1). The pattern of separate ladies’ coffee rooms emerged in Dublin and London during the latter half of the 19th century and mixed sex dining only became popular around the last decade of the 19th century, partly infuenced by Cesar Ritz and Auguste Escoffier (Mac Con Iomaire, “Public Dining”). Irish Cafés: From Bewley’s to Starbucks A number of cafés appeared at the beginning of the 20th century, most notably Robert Roberts and Bewley’s, both of which were owned by Quaker families. Ernest Bewley took over the running of the Bewley’s importation business in the 1890s and opened a number of Oriental Cafés; South Great Georges Street (1894), Westmoreland Street (1896), and what became the landmark Bewley’s Oriental Café in Grafton Street (1927). Drawing influence from the grand cafés of Paris and Vienna, oriental tearooms, and Egyptian architecture (inspired by the discovery in 1922 of Tutankhamen’s Tomb), the Grafton Street business brought a touch of the exotic into the newly formed Irish Free State. Bewley’s cafés became the haunt of many of Ireland’s leading literary figures, including Samuel Becket, Sean O’Casey, and James Joyce who mentioned the café in his book, Dubliners. A full history of Bewley’s is available (Farmar). It is important to note, however, that pots of tea were sold in equal measure to mugs of coffee in Bewley’s. The cafés changed over time from waitress- to self-service and a failure to adapt to changing fashions led to the business being sold, with only the flagship café in Grafton Street remaining open in a revised capacity. It was not until the beginning of the 21st century that a new wave of coffee house culture swept Ireland. This was based around speciality coffee beverages such as espressos, cappuccinos, lattés, macchiatos, and frappuccinnos. This new phenomenon coincided with the unprecedented growth in the Irish economy, during which Ireland became known as the “Celtic Tiger” (Murphy 3). One aspect of this period was a building boom and a subsequent growth in apartment living in the Dublin city centre. The American sitcom Friends and its fictional coffee house, “Central Perk,” may also have helped popularise the use of coffee houses as “third spaces” (Oldenberg) among young apartment dwellers in Dublin. This was also the era of the “dotcom boom” when many young entrepreneurs, software designers, webmasters, and stock market investors were using coffee houses as meeting places for business and also as ad hoc office spaces. This trend is very similar to the situation in the 17th and early 18th centuries where coffeehouses became known as sites for business dealings. Various theories explaining the growth of the new café culture have circulated, with reasons ranging from a growth in Eastern European migrants, anti-smoking legislation, returning sophisticated Irish emigrants, and increased affluence (Fenton). Dublin pubs, facing competition from the new coffee culture, began installing espresso coffee machines made by companies such as Gaggia to attract customers more interested in a good latté than a lager and it is within this context that Irish baristas gained such success in the World Barista competition. In 2001 the Georges Street branch of Bewley’s was taken over by a chain called Café, Bar, Deli specialising in serving good food at reasonable prices. Many ex-Bewley’s staff members subsequently opened their own businesses, roasting coffee and running cafés. Irish-owned coffee chains such as Java Republic, Insomnia, and O’Brien’s Sandwich Bars continued to thrive despite the competition from coffee chains Starbucks and Costa Café. Indeed, so successful was the handmade Irish sandwich and coffee business that, before the economic downturn affected its business, Irish franchise O’Brien’s operated in over 18 countries. The Café, Bar, Deli group had also begun to franchise its operations in 2008 when it too became a victim of the global economic downturn. With the growth of the Internet, many newspapers have experienced falling sales of their printed format and rising uptake of their electronic versions. Most Dublin coffee houses today provide wireless Internet connections so their customers can read not only the local newspapers online, but also others from all over the globe, similar to Francis Dickenson’s coffee house in Winetavern Street in the early 18th century. Dublin has become Europe’s Silicon Valley, housing the European headquarters for companies such as Google, Yahoo, Ebay, Paypal, and Facebook. There are currently plans to provide free wireless connectivity throughout Dublin’s city centre in order to promote e-commerce, however, some coffee houses shut off the wireless Internet in their establishments at certain times of the week in order to promote more social interaction to ensure that these “third places” remain “great good places” at the heart of the community (Oldenburg). Conclusion Ireland is not a country that is normally associated with a coffee culture but coffee houses have been part of the fabric of that country since they emerged in Dublin in the 17th century. These Dublin coffee houses prospered in the 18th century, and survived strong competition from clubs and hotels in the 19th century, and from restaurant and public houses into the 20th century. In 2008, when Stephen Morrissey won the coveted title of World Barista Champion, Ireland’s place as a coffee consuming country was re-established. 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