Journal articles on the topic 'Gifsy-2'

ABSTRACT Mutations in the Salmonella enterica serovar Typhimurium ompC gene conferred resistance to Gifsy-1 and Gifsy-2 bacteriophages. Selection for complementing plasmids yielded clones of ompC. Introduction of anompC clone into Escherichia coliconferred the ability to adsorb Gifsy phage. These data show that OmpC is the receptor for Gifsy-1 and Gifsy-2 phages.

ABSTRACT A class of mutations that suppress the recombination defects of recB mutants in Salmonella enterica serovar Typhimurium strain LT2 activates the normally silent recET module of the Gifsy-1 prophage. Allele sbcE21 is a 794-bp deletion within the immunity region of the prophage. Concomitant with activating recET, sbcE21 stimulates Gifsy-1 excision, resulting in unstable suppression. Early studies found both recB suppression and its instability to depend on the presence of the related Gifsy-2 prophage elsewhere in the chromosome. In cells lacking Gifsy-2, the sbcE21 allele became stable but no longer corrected recB defects. Here, we show that a single Gifsy-2 gene is required for Gifsy-1 recET activation in the sbcE21 background. This gene encodes GtgR, the Gifsy-2 repressor. Significantly, the sbcE21 deletion has one end point within the corresponding gene in the Gifsy-1 genome, gogR, which in strain LT2 is a perfect duplicate of gtgR. The deletion truncates gogR and places the Gifsy-1 left operon, including the recET and xis genes, under the control of the gogR promoter. The ability of GtgR to trans-activate this promoter therefore implies that GtgR and GogR normally activate the transcription of their own genes. Consistent with the symmetry of the system, a similar deletion in Gifsy-2 results in a Gifsy-1-dependent sbc phenotype (sbcF24). Two additional Gifsy-1 deletions (sbcE23 and sbcE25) were characterized, as well. The latter causes all but the last codon of the gogR gene to fuse, in frame, to the second half of recE. The resulting hybrid protein appears to function as both a transcriptional regulator and a recombination enzyme.

ABSTRACT The Gifsy-2 temperate bacteriophage of Salmonella enterica serovar Typhimurium contributes significantly to the pathogenicity of strains that carry it as a prophage. Previous studies have shown that Gifsy-2 encodes SodCI, a periplasmic Cu/Zn superoxide dismutase, and at least one additional virulence factor. Gifsy-2 encodes a Salmonella pathogenicity island 2 type III secreted effector protein. Sequence analysis of the Gifsy-2 genome also identifies several open reading frames with homology to those of known virulence genes. However, we found that null mutations in these genes did not individually have a significant effect on the ability of S. enterica serovar Typhimurium to establish a systemic infection in mice. Using deletion analysis, we have identified a gene, gtgE, which is necessary for the full virulence of S. enterica serovar Typhimurium Gifsy-2 lysogens. Together, GtgE and SodCI account for the contribution of Gifsy-2 to S. enterica serovar Typhimurium virulence in the murine model.

ABSTRACT The Gifsy-1 phage integrates site specifically into the Salmonella chromosome via an integrase-mediated site-specific recombination mechanism. Initial genetic analysis suggests that Gifsy-1 integrase-mediated excision of the Gifsy-1 phage is influenced by proteins encoded by both the Gifsy-1 and the Gifsy-2 phages. Our studies show that the Gifsy-1 Xis protein regulates the directionality of integrase-mediated excision of the Gifsy-1 phage. Electrophoretic mobility shift assays, DNase I footprinting, dimethyl sulfate (DMS) interference assays, and DMS protection assays were used to identify a 31-base-pair sequence in the attP region to which the Gifsy-1 protein binds. The results suggest that this recombination directionality factor binds in vitro to three imperfect direct repeats, spaced 10 base pairs apart, in a sequential and cooperative manner in the absence of other phage-encoded proteins. Our studies suggest that, while the Gifsy-1 Xis does not require additional factors for specific and high-affinity binding, it may form a microfilament on DNA similar to that described for the phage lambda Xis protein.

ABSTRACT The lambdoid phage Gifsy-2 contributes significantly toSalmonella enterica serovar Typhimurium virulence. The phage carries the periplasmic superoxide dismutase gene,sodCI, and other unidentified virulence factors. We have characterized the gene grvA, a single open reading frame inserted in the opposite orientation in the tail operon of the Gifsy-2 phage. Contrary to what is observed with classic virulence genes,grvA null mutants were more virulent than wild type as measured by intraperitoneal competition assays in mice. We have termed this effect antivirulence. Wild-type grvA in single copy complemented this phenotype. However, grvA +on a multicopy plasmid also conferred the antivirulence phenotype. Neither a grvA null mutation nor thegrvA + plasmid conferred a growth advantage or disadvantage in laboratory media. The antivirulence phenotype conferred by the grvA null mutation and thegrvA + plasmid required wild-typesodCI but was independent of other virulence factors encoded on Gifsy-2. These results suggest that in a wild-type situation, GrvA decreases the pathogenicity of serovar Typhimurium in the host, most likely by affecting resistance to toxic oxygen species. These virulence phenotypes were independent of functional Gifsy-2 phage production. Our data suggest that the contribution of Gifsy-2 is a complicated sum of both positive virulence factors such assodCI and antivirulence factors such asgrvA.

ABSTRACT The horizontal transfer and acquisition of virulence genes via mobile genetic elements have been a major driving force in the evolution of Salmonella pathogenicity. Serovars of Salmonella enterica carry variable assortments of phage-encoded virulence genes, suggesting that temperate phages play a pivotal role in this process. Epidemic isolates of S. enterica serovar Typhimurium are consistently lysogenic for two lambdoid phages, Gifsy-1 and Gifsy-2, carrying known virulence genes. Other serovars of S. enterica, including serovars Dublin, Gallinarum, Enteritidis, and Hadar, carry distinct prophages with similarity to the Gifsy phages. In this study, we analyzed Gifsy-related loci from S. enterica serovar Abortusovis, a pathogen associated exclusively with ovine infection. A cryptic prophage, closely related to serovar Typhimurium phage Gifsy-2, was identified. This element, named Gifsy-2AO, was shown to contribute to serovar Abortusovis systemic infection in lambs. Sequence analysis of the prophage b region showed a large deletion which covers genes encoding phage tail fiber proteins and putative virulence factors, including type III secreted effector protein SseI (GtgB, SrfH). This deletion was identified in most of the serovar Abortusovis isolates tested and might be dependent on the replicative transposition of an adjacent insertion sequence, IS1414, previously identified in pathogenic Escherichia coli strains. IS1414 encodes heat-stable toxin EAST1 (astA) and showed multiple genomic copies in isolates of serovar Abortusovis. To our knowledge, this is the first evidence of intergeneric transfer of virulence genes via insertion sequence elements in Salmonella. The acquisition of IS1414 (EAST1) and its frequent transposition within the chromosome might improve the fitness of serovar Abortusovis within its narrow ecological niche.

ABSTRACT The LexA protein of Escherichia coli represses the damage-inducible SOS regulon, which includes genes for repair of DNA. Surprisingly, lexA null mutations in Salmonella enterica are lethal even with a sulA mutation, which corrects lexA lethality in E. coli. Nine suppressors of lethality isolated in a sulA mutant of S. enterica had lost the Fels-2 prophage, and seven of these (which grew better) had also lost the Gifsy-1 and Gifsy-2 prophages. All three phage genomes included a homologue of the tum gene of coliphage 186, which encodes a LexA-repressed cI antirepressor. The tum homologue of Fels-2 was responsible for lexA lethality and had a LexA-repressed promoter. This basis of lexA lethality was unexpected because the four prophages of S. enterica LT2 are not strongly UV inducible and do not sensitize strains to UV killing. In S. enterica, lexA(Ind−) mutants have the same phenotypes as their E. coli counterparts. Although lexA null mutants express their error-prone DinB polymerase constitutively, they are not mutators in either S. enterica or E. coli.

ABSTRACT Peptide inhibitors of phage lambda site-specific recombination were previously isolated by screening synthetic combinatorial peptide libraries. These inhibitors cause the accumulation of complexes between the recombinase and the Holliday junction intermediate of several highly divergent tyrosine recombinases. Peptide WRWYCR and its d-amino acid derivative bind to the center of protein-free junctions and prevent their resolution either by site-specific recombinases or by junction resolvases or helicases. With lesser affinity, the peptides also bind to branched DNA molecules that mimic replication forks. The peptides are bactericidal to both gram-positive and gram-negative bacteria, presumably because they can interfere with DNA repair and with chromosome dimer resolution by the XerC and XerD tyrosine recombinases. In order to test the correspondence between their mechanism in vivo and in vitro, we have tested and shown peptide wrwycr's ability to inhibit the excision of several prophages (lambda, P22, Gifsy-1, Gifsy-2, Fels-1, Fels-2) and to trap Holliday junction intermediates of phage lambda site-specific recombination in vivo. In addition, we found that the peptide inhibits replication of the Salmonella prophage Fels-1 while integrated in the chromosome. These findings further support the proposed mechanistic basis for the antimicrobial activity of the peptide and its use as a tool to dissect strand exchange-dependent DNA repair within cells.

ABSTRACT Salmonella-induced enterocolitis is the leading food-borne illness with a lethal outcome and causes millions of cases of gastroenteritis each year. We examined genomic variation among 12 environmental, veterinary, and clinical Salmonella enterica serovar Dublin, Agona, and Typhimurium strains isolated in Ireland between 2000 and 2003, as well as two clinical isolates from Canada and four archival isolates, which belonged to serovars Dublin and Agona. Using DNA-DNA hybridization to a microarray consisting of most of the predicted protein-encoding sequences of the S. enterica serovar Typhimurium LT2 genome, we identified a number of genomic regions that were absent in one or more serovars. The 34 genomic regions encoded proteins involved in sugar metabolism, transport, fimbrial and phage biogenesis, and transcriptional regulation, as well as inner and outer membrane-associated proteins. Two of the four prophages identified in strain LT2, prophages Gifsy-1 and Gifsy-2, were present in all six serovar Typhimurium strains examined. Prophage Fels-1 was absent from all 18 isolates examined, and Fels-2 was completely absent from the serovar Typhimurium isolates and the Salmonella Reference Collection B serovar Dublin strain Du2. All five Salmonella pathogenicity islands were present in all isolates. Plasmid pSLT was absent from all serovar Agona isolates, and only homologues of the spv genes were present in eight of the nine serovar Dublin strains. Only limited intraserovar diversity was found among the nine serovar Dublin, three serovar Agona, and six serovar Typhimurium isolates examined even though these isolates had extensive geographic, temporal, and source differences.

Recently, the authors identified Salmonella enterica serovar Typhimurium (S. Typhimurium) definitive type (DT)104-specific sequences of mainly prophage origin by genomic subtractive hybridization. In the present study, the distribution of the prophages identified, ST104 and ST64B, and the novel prophage remnant designated prophage ST104B, was tested among 23 non-DT104 S. Typhimurium isolates of different phage types and 19 isolates of the DT104 subtypes DT104A, DT104B low and DT104L, and the DT104-related type U302. The four S. Typhimurium prophages Gifsy-1, Gifsy-2, Fels-1 and Fels-2 were also included. Analysis of prophage distribution in different S. Typhimurium isolates may supply additional information to enable development of a molecular method as an alternative to phage typing. Furthermore, the presence of the common DT104 antibiotic resistance genes for the penta-resistance type ACSSuT, aadA2, floR, pse-1, sul1 and tet(G), was also studied because of the authors' focus on this emerging type. Based on differences in prophage presence within their genome, it was possible to divide S. Typhimurium isolates into 12 groups. Although no clear relationship was found between different phage type and prophage presence, discrimination could be made between the different DT104 subtypes based on diversity in the presence of prophages ST104, ST104B and ST64B. The novel prophage remnant ST104B, which harbours a homologue of the Escherichia coli O157 : H7 HldD LPS assembly-related protein, was identified only in the 14 DT104L isolates and in the DT104-related U302 isolate. In conclusion, the presence of the genes for penta-resistance type ACSSuT, the HldD homologue containing ST104 prophage remnant and phage type DT104L are most likely common features of the emerging subtype of S. Typhimurium DT104.

SUMMARYSalmonella entericasubsp.entericaserovar Dublin (S.Dublin) is one of the non-typhoidalSalmonella(NTS); however, a relatively high proportion of human infections are associated with invasive disease. We applied whole genome sequencing to representative invasive and non-invasive clinical isolates ofS.Dublin to determine the genomic variations among them and to investigate the underlying genetic determinants associated with invasiveness inS.Dublin. Although no particular genomic variation was found to differentiate in invasive and non-invasive isolates four virulence factors were detected within the genome of all isolates including two different type VI secretion systems (T6SS) encoded on twoSalmonellapathogenicity islands (SPI), including SPI-6 (T6SSSPI-6) and SPI-19 (T6SSSPI-19), an intact lambdoid prophage (Gifsy-2-like prophage) that contributes significantly to the virulence and pathogenesis ofSalmonellaserotypes in addition to a virulence plasmid. These four virulence factors may all contribute to the potential ofS.Dublin to cause invasive disease in humans.

ABSTRACT Salmonella spp. are enteropathogenic gram-negative bacteria that use a large array of virulence factors to colonize the host, manipulate host cells, and resist the host's defense mechanisms. Even closely related Salmonella strains have different repertoires of virulence factors. Bacteriophages contribute substantially to this diversity. There is increasing evidence that the reassortment of virulence factor repertoires by converting phages like the GIFSY phages and SopEΦ may represent an important mechanism in the adaptation of Salmonella spp. to specific hosts and to the emergence of new epidemic strains. Here, we have analyzed in more detail SopEΦ, a P2-like phage from Salmonella enterica serovar Typhimurium DT204 that encodes the virulence factor SopE. We have cloned and characterized the attachment site (att) of SopEΦ and found that its 47-bp core sequence overlaps the 3′ terminus of the ssrA gene of serovar Typhimurium. Furthermore, we have demonstrated integration of SopEΦ into the cloned attB site of serovar Typhimurium A36. Sequence analysis of the plasmid-borne prophage revealed that SopEΦ is closely related to (60 to 100% identity over 80% of the genome) but clearly distinct from the Fels-2 prophage of serovar Typhimurium LT2 and from P2-like phages in the serovar Typhi CT18 genome. Our results demonstrate that there is considerable variation among the P2-like phages present in closely related Salmonella spp.

ABSTRACT Transcriptomic analyses during growth in Luria-Bertani medium were performed in strain SL1344 of Salmonella enterica serovar Typhimurium and in two isogenic derivatives lacking Dam methylase. More genes were repressed than were activated by Dam methylation (139 versus 37). Key genes that were differentially regulated by Dam methylation were verified independently. The largest classes of Dam-repressed genes included genes belonging to the SOS regulon, as previously described in Escherichia coli, and genes of the SOS-inducible Salmonella prophages ST64B, Gifsy-1, and Fels-2. Dam-dependent virulence-related genes were also identified. Invasion genes in pathogenicity island SPI-1 were activated by Dam methylation, while the fimbrial operon std was repressed by Dam methylation. Certain flagellar genes were repressed by Dam methylation, and Dam− mutants of S. enterica showed reduced motility. Altered expression patterns in the absence of Dam methylation were also found for the chemotaxis genes cheR (repressed by Dam) and STM3216 (activated by Dam) and for the Braun lipoprotein gene, lppB (activated by Dam). The requirement for DNA adenine methylation in the regulation of specific virulence genes suggests that certain defects of Salmonella Dam− mutants in the mouse model may be caused by altered patterns of gene expression.

ABSTRACT Salmonella enterica serovar Typhimurium replicates within host macrophages during the systemic stage of infection. In the macrophage, the bacteria must survive the respiratory burst that produces superoxide. Serovar Typhimurium strain 14028 produces two periplasmic superoxide dismutases, SodCI and SodCII, but only SodCI contributes to virulence. Although we have shown that this is primarily due to differences in the two proteins, evidence suggests differential regulation of the two genes. Using transcriptional sodCI- and sodCII-lac fusions, we show that sodCII is under the control of the RpoS sigma factor, as was known for the Escherichia coli ortholog, sodC. In contrast, we show that sodCI is transcriptionally controlled by the PhoPQ two-component regulatory system, which regulates an array of virulence genes required for macrophage survival. Introduction of a phoP-null mutation into the sodCI fusion strain resulted in a decrease in transcription and loss of regulation. The sodCI-lac fusion showed high-level expression in a background containing a phoQ constitutive allele. The sodCI gene is induced 15-fold in bacteria recovered from either the tissue culture macrophages or the spleens of infected mice. Induction in macrophages is dependent on PhoP. The sodCII fusion was induced three- to fourfold in macrophages and animals; this induction was unaffected by loss of PhoP. Thus, sodCI, which is horizontally transferred by the Gifsy-2 phage, is regulated by PhoPQ such that it is induced at the appropriate time and place to combat phagocytic superoxide.

ABSTRACT Salmonella, Escherichia, and Klebsiella do not encode any recognized type of N-acylhomoserine lactone (AHL) synthase, and consistent with this, they do not synthesize AHLs under any conditions tested. However, they do encode an AHL receptor of the LuxR family, named SdiA. MudJ fusions in four loci are known to respond to plasmid-encoded sdiA in Salmonella, but only the rck locus has been described. Here we report the location and sequence analysis of the remaining three loci. The srg-6::MudJ is within gtgA of the gifsy-2 prophage, and the srg-7::MudJ is within PSLT61 of the virulence plasmid. Both fusions are in the antisense orientation. The third fusion, srgE5::MudJ, is within a horizontally acquired gene of unknown function at 33.6 centisomes that we have named srgE. Previously, sdiA expressed from its natural position in the chromosome was demonstrated to activate a plasmid-based transcriptional fusion to the rck promoter in response to AHL production by other bacterial species. However, the MudJ fusions did not respond to chromosomal sdiA. Here we report that MudJ fusions to three of the four loci (not srg-6) are activated by AHL in an sdiA-dependent manner during growth in motility agar (0.25% agar) but not during growth in top agar (0.7% agar) or on agar plates (1.2% agar). In motility agar, the srgE promoter responds to sdiA at 30°C and higher while the rck and srg-7 promoters respond only at 37 or 42°C. Substantial AHL-independent SdiA activity was observed at 30°C but not at 37°C.

Background Psychological distress increases across adolescence and has been associated with several important health outcomes with consequences that can extend into adulthood. One type of technological innovation that may serve as a unique intervention for youth experiencing psychological distress is the conversational agent, otherwise known as a chatbot. Further research is needed on the factors that may make mental health chatbots destined for adolescents more appealing and increase the likelihood that adolescents will use them. Objective The aim of this study was to assess adolescents’ emotional reactions and likelihood of responding to questions that could be posed by a mental health chatbot. Understanding adolescent preferences and factors that could increase adolescents’ likelihood of responding to chatbot questions could assist in future mental health chatbot design destined for youth. Methods We recruited 19 adolescents aged 14 to 17 years to participate in a study with a 2×2×3 within-subjects factorial design. Each participant was sequentially presented with 96 chatbot questions for a duration of 8 seconds per question. Following each presentation, participants were asked to indicate how likely they were to respond to the question, as well as their perceived affective reaction to the question. Demographic data were collected, and an informal debriefing was conducted with each participant. Results Participants were an average of 15.3 years old (SD 1.00) and mostly female (11/19, 58%). Logistic regressions showed that the presence of GIFs predicted perceived emotional valence (β=–.40, P<.001), such that questions without GIFs were associated with a negative perceived emotional valence. Question type predicted emotional valence, such that yes/no questions (β=–.23, P=.03) and open-ended questions (β=–.26, P=.01) were associated with a negative perceived emotional valence compared to multiple response choice questions. Question type also predicted the likelihood of response, such that yes/no questions were associated with a lower likelihood of response compared to multiple response choice questions (β=–.24, P=.03) and a higher likelihood of response compared to open-ended questions (β=.54, P<.001). Conclusions The findings of this study add to the rapidly growing field of teen-computer interaction and contribute to our understanding of adolescent user experience in their interactions with a mental health chatbot. The insights gained from this study may be of assistance to developers and designers of mental health chatbots.

Представлен опыт анализа цифрового следа студента с точки зрения выявления степени мотивационной включенности в учебную деятельность в электронной образовательной среде вуза. Параметрами для оценки мотивационной включенности стали степень осознанности мотива, его сила и устойчивость, эмоциональная наполненность мотива, побуждения к действиям, предложенные Н.Л. Карповой. Данные цифрового следа выбирались: 1) из слов и фраз, прямо говорящих об отношении к выполняемой деятельности; 2) вопросов к преподавателю по содержанию; 3) фактов использования знаков препинания для выражения экспрессии, смайлов, эмодзи, гифок, картинок; 4) факта наличия аватарки как наиболее общего выражения отношения к данной деятельности; 5) по оригинальности способа выполнения задания; 6) включению дополнительного материала, не предусмотренного заданием; 7) проценту оригинальности с помощью программы антиплагиат; 8) факту выполнения задания в срок. Для анализа цифрового следа использовались только данные активности студента в электронной образовательной среде вуза без привлечения данных социальных сетей The article presents the experience of analyzing a student's digital footprint from the point of view of identifying the degree of motivational involvement in educational activities in the electronic educational environment of the university. The parameters for assessing motivational involvement were the degree of awareness of the motive, its strength and stability, the emotional fullness of the motive, the motivation for action proposed by N.L. Karpova. The digital trace data were selected from 1) words and phrases that directly speak about the attitude to the activity performed, 2) questions to the teacher on the content, 3) the facts of using punctuation marks to express expression, emoticons, emojis, gifs, pictures, 4) the fact of having an avatar as the most general expression of attitude to this activity, as well as 5) the originality of the way the task is performed, 6) the inclusion of additional material not provided for by the task, 7) the percentage of originality with the help of the anti-plagiarism program and 8) the fact of completing the task on time. To analyze the digital footprint, only the data of the student's activity in the electronic educational environment of the university was used, without the involvement of data from social networks

The thesis is devoted to the study of the linguistic features of Internet discourse at the lexical, graphic, and grammatical levels. The changes that caused the active spread of social networks and websites in English are analyzed in detail. A well-grounded analysis of lexical-semantic and graphic means of online communication made it possible to understand the trends of popular social networks in more detail. The English language has been directly and powerfully influenced by online communication. Social consolidation factors have determined the main influence of the English language on the Internet in general. Being the territorial native language of the founders of famous websites and social networks, it is used most actively. English-speaking users were among the first to have access to virtual communication and laid the foundation for the creation, development and spread of the Internet language. This explains the special attention of linguists to English-language platforms. The general features of the Internet English language, which is characterized by changes at the lexical, grammatical or graphic levels, have been studied. The conducted linguistic analysis of posts on popular social networks revealed the following patterns of English-language Internet discourse, namely: 1) the use of a large number of neologisms (formed by affixation and word formation); 2) frequent use of acronyms and abbreviations; 3) pseudonyms (or nicknames) are an important feature of communication on the Internet or chat; 4) special cases of using punctuation marks, lowercase and uppercase letters, emoticons (smilies) and non-alphabetic graphic signs; 5) capitalization, hyphenation, various types of memes and gifs were detected; creolized memes are the most common; 6) at the grammatical level, frequent omission of punctuation and violation of grammatical norms of the English language. Interaction on the Internet often replaces real communication needs. Internet English reflects the general tendency to economize language and illustrates the creativity and originality of Internet users.

The complete genome sequence of Salmonella enterica serovar Typhimurium strain SO2, isolated from an asymptomatic child in Mexico, was determined using PacBio single-molecule real-time technology. Strain SO2 has six complete chromosomal prophages, namely, ST104, Gifsy-2, ST64B, Gifsy-1, ELPhiS, and FSL SP-004, and carries a Salmonella virulence plasmid.

We report a case of ceftriaxone (CTX) treatment failure for bacteremia caused bySalmonella entericasubsp.entericaserovar Typhimurium, due to thein vivoacquisition of ablaCTX-M-27-encoding IncFII group transmissible plasmid. The original β-lactamase-susceptible isolate ST882S was replaced by the resistant isolate ST931R during ceftriaxone treatment. After relapse, treatment was changed to ciprofloxacin and the patient recovered. Isolate ST931R could transfer resistance toE. coliat 37 °C. We used whole-genome sequencing of ST882S and ST931R, theE. colitransconjugant, and isolated plasmid DNA to unequivocally show that ST882S and ST931R had identical chromosomes, both having identical 206 single nucleotide polymorphisms (SNPs) versusS.Typhimurium 14028s. We assembled a complete circular genome for ST931R, to which ST882S reads mapped with no SNPs. ST882S and ST931R were isogenic except for the presence of 3 additional plasmids in ST931R. ST931R and theE. colitransconjugant were ceftriaxone-resistant due to the presence of a 60.5 kb IS26-flanked-blaCTX-M-27encoding IncFII plasmid. Compared to 14082s, ST931R has almost identical Gifsy-1, Gifsy-2, and ST64B prophages, lacks Gifsy-3 and instead carries a unique Fels-2 prophage related to that found in LT2. ST882S and ST931R both had a 94 kb virulence plasmid showing >99% identity with pSLT14028s, and a cryptic 3904 bp replicon; ST931R also has cryptic 93 kb IncI1 and 62 kb IncI2 group plasmids. To the best of our knowledge,in vivoacquisition of extended spectrum β-lactamase-resistance byS. Typhimurium andblaCTX-M-27genes in US isolates ofSalmonellahave not previously been reported.

The genome of Salmonella enterica serovar Typhimurium LT7 comprises a chromosome and two plasmids. One plasmid is very close to pSLT of Salmonella Typhimurium LT2; the second harbors a shufflon region. Prophage content is distinct: LT7 lacks Fels-1, while Gifsy-1 and Fels-2 show island-like divergence and likely programmed inversion, respectively.

ABSTRACTUsing whole-genome sequence (WGS) data from the GenomeTrakr network, a globally distributed network of laboratories sequencing foodborne pathogens, we present a new phylogeny ofSalmonella entericacomprising 445 isolates from 266 distinct serovars and originating from 52 countries. This phylogeny includes two previously unidentifiedS. entericasubsp.entericaclades. Serovar Typhi is shown to be nested within clade A. Our findings are supported by both phylogenetic support, based on a core genome alignment, and Bayesian approaches, based on single-nucleotide polymorphisms. Serovar assignments were refined byin silicoanalysis using SeqSero. More than 10% of serovars were either polyphyletic or paraphyletic. We found variable genetic content in these isolates relating to gene mobilization and virulence factors which have different distributions within clades. Gifsy-1- and Gifsy-2-like phages appear more prevalent in clade A; other viruses are more evenly distributed. Our analyses reveal IncFII is the predominant plasmid replicon inS. enterica. Few core or clade-defining virulence genes are observed, and their distributions appear probabilistic in nature. Together, these patterns demonstrate that genetic exchange withinS. entericais more extensive and frequent than previously realized, which significantly alters how we view the genetic structure of the bacterial species.IMPORTANCERapid improvements in nucleotide sequencing access and affordability have led to a drastic increase in availability of genetic information. This information will improve the accuracy of molecular descriptions, including serovars, withinS. enterica. Although the concept of serovars continues to be useful, it may have more significant limitations than previously understood. Furthermore, the discrete absence or presence of specific genes can be an unstable indicator of phylogenetic identity. Whole-genome sequencing provides more rigorous tools for assessing the distributions of these genes. Our phylogenetic and genetic content analyses reveal how active genetic elements are dynamically distributed within a species, allowing us to better understand genetic reservoirs and underlying bacterial evolution.

Abstract Background Salmonella enterica subsp. enterica serovar Typhimurium (S. Typhimurium) is an important zoonotic agent worldwide. The aim of this work was to compare genetically 117 S. Typhimurium isolated from different sources over 30 years in Brazil using different genomics strategies. Results The majority of the 117 S. Typhimurium strains studied were grouped into a single cluster (≅ 90%) by the core genome multilocus sequence typing and (≅ 77%) by single copy marker genes. The phylogenetic analysis based on single nucleotide polymorphism (SNP) grouped most strains from humans into a single cluster (≅ 93%), while the strains isolated from food and swine were alocated into three clusters. The different orthologous protein clusters found for some S. Typhimurium isolated from humans and food are involved in metabolic and regulatory processes. For 26 isolates from swine the sequence types (ST) 19 and ST1921 were the most prevalent ones, and the ST14, ST64, ST516 and ST639 were also detected. Previous results typed the 91 S. Typhimurium isolates from humans and foods as ST19, ST313, ST1921, ST3343 and ST1649. The main prophages detected were: Gifsy-2 in 79 (67.5%) and Gifsy-1 in 63 (54%) strains. All of the S. Typhimurium isolates contained the acrA, acrB, macA, macB, mdtK, emrA, emrB, emrR and tolC efflux pump genes. Conclusions The phylogenetic trees grouped the majority of the S. Typhimurium isolates from humans into a single cluster suggesting that there is one prevalent subtype in Brazil. Regarding strains isolated from food and swine, the SNPs’ results suggested the circulation of more than one subtype over 30 years in this country. The orthologous protein clusters analysis revealed unique genes in the strains studied mainly related to bacterial metabolism. S. Typhimurium strains from swine showed greater diversity of STs and prophages in comparison to strains isolated from humans and foods. The pathogenic potential of S. Typhimurium strains was corroborated by the presence of exclusive prophages of this serovar involved in its virulence. The high number of resistance genes related to efflux pumps is worrying and may lead to therapeutic failures when clinical treatment is needed.

Salmonella enterica subsp. enterica serovar Typhimurium sequence type 34 (ST34) and its monophasic variant (Salmonella 4,[5],12:i:-) are among the most frequently isolated clones from both humans and animals worldwide. Our previous study demonstrated that Salmonella Typhimurium/4,[5],12:i:- strains isolated in Japan could be classified into nine clades and that clade 9 consisted of ST34 strains. In Japan, ST34/clade 9 was first found in the 1990s and has become predominant among food animals in recent years. In the present study, we analyzed the whole genome-based phylogenetic relationships and temporal information of 214 Salmonella Typhimurium/4,[5],12:i:- ST34/clade 9 strains isolated from 1998 to 2017 in Japan. The 214 strains were classified into two sublineages: the newly identified clade 9–2 diverged from clade 9 in the early 2000s and has predominated in recent years. Clonally expanding subclades in clades 9–1 or 9–2 lacked Gifsy-1 or HP1 prophages, respectively, and some strains in these subclades acquired plasmids encoding antimicrobial resistance genes. Additional genome reduction around the fljB gene encoding the phase 2-H antigen was generated by an IS26-mediated deletion adjacent to the transposon in clade 9–2. Although most of the clade 9 strains were isolated from cattle in Japan, the clonally expanding subclades in clade 9–2 (i.e., all and 24% strains of subclades 9–2a and 9–2b, respectively) were isolated from swine. The spread of clade 9 in recent years among food animals in Japan was responsible for the emergence of multiple host-adapted sublineages involving the clonally expanding subclades generated by mobile genetic element-mediated microevolution.

Salmonella enterica remains one of the leading causes of foodborne bacterial disease. Retail meat is a major source of human salmonellosis. However, comparative genomic analyses of S. enterica isolates from retail meat from different sources in China are lacking. A total of 341 S. enterica strains were isolated from retail meat in sixteen districts of Beijing, China, at three different time points (January 1st, May 1st, and October 1st) in 2017. Comparative genomics was performed to investigate the genetic diversity, virulence and antimicrobial resistance gene (ARG) profiles of these isolates. The most common serotype was S. Enteritidis (203/341, 59.5%), which dominated among isolates from three different time points during the year. Laboratory retesting confirmed the accuracy of the serotyping results predicted by the Salmonella In Silico Typing Resource (SISTR) (96.5%). The pangenome of the 341 S. enterica isolates contained 13,931 genes, and the core genome contained 3,635 genes. Higher Salmonella phage 118970 sal3 (219/341, 64.2%) and Gifsy-2 (206/341, 60.4%) prevalence contributed to the diversity of the accessory genes, especially those with unknown functions. IncFII(S), IncX1, and IncFIB(S) plasmid replicons were more common in these isolates and were major sources of horizontally acquired foreign genes. The virulence gene profile showed fewer virulence genes associated with type III secretion systems in certain isolates from chicken. A total of 88 different ARGs were found in the 341 isolates. Three beta-lactamases, namely, blaCTX–M–55 (n = 15), blaCTX–M–14 (n = 11), and blaCTX–M–65 (n = 11), were more prevalent in retail meats. The emergence of qnrE1 and blaCTX–M–123 indicated a potential increase in the prevalence of retail meats. After the prohibition of colistin in China, three and four isolates were positive for the colistin resistance genes mcr-1.1 and mcr-9, respectively. Thus, we explored the evolution and genomic features of S. enterica isolates from retail meats in Beijing, China. The diverse ARGs of these isolates compromise food security and are a clinical threat.

Deep learning models perform remarkably well for the same task under the assumption that data is always coming from the same distribution. However, this is generally violated in practice, mainly due to the differences in data acquisition techniques and the lack of information about the underlying source of new data. Domain generalization targets the ability to generalize to test data of an unseen domain; while this problem is well-studied for images, such studies are significantly lacking in spatiotemporal visual content—videos and GIFs. This is due to (1) the challenging nature of misalignment of temporal features and the varying appearance/motion of actors and actions in different domains, and (2) spatiotemporal datasets being laborious to collect and annotate for multiple domains. We collect and present the first synthetic video dataset of Animated GIFs for domain generalization, Ani-GIFs, that is used to study the domain gap of videos vs. GIFs, and animated vs. real GIFs, for the task of action recognition. We provide a training and testing setting for Ani-GIFs, and extend two domain generalization baseline approaches, based on data augmentation and explainability, to the spatiotemporal domain to catalyze research in this direction.

Despite popular interest in reality television, social media, and self-branding, much scholarship focuses on a single platform and places the burden of self-branding on the individual alone. Drawing on 6 years of research into the Real Housewives (RH) franchise and interviews with “Housewives,” I focus on the women’s performances of identity and self-branding across platforms. This article demonstrates that the women of RH become experts at working the system that exploits them via a form of labor I conceptualize as “emotional camping.” Successfully branded “Housewives” tend to be (1) dedicated to Bravo, (2) inclined to present as walking GIFs on Instagram, and (3) seemingly authentic. I argue this self-branding strategy affords these women a semblance of privacy in their highly public careers. These findings are a critique of and feminist mediation into the legitimate labor reality stars do for networks and themselves across platforms.

There are various ways to improve the quality of someone's education, one of them is reading. By reading, insight and knowledge of various kinds of things can increase. But, the ability and someone's understanding of reading is different. This can be a problem for readers if the reading material exceeds his comprehension ability. Therefore, it is necessary to determine the load of reading material using Lexile Levels. Lexile Levels are a value that gives a size the complexity of reading material and someone's reading ability. Thus, the reading material will be classified based a value on the Lexile Levels. Lexile Levels will cluster the reading material into 2 clusters which is easy, and difficult. The clustering process will use the k-means method. After the clustering process, reading material will be classified using the reading load Random Forest method. The k-means method was chosen because of the method has a simple computing process and fast also. Random Forest algorithm is a method that can build decision tree and it’s able to build several decision trees then choose the best tree. The results of this experiment indicate that the experiment scenario uses 2 cluster and SMOTE and GIFS preprocessing are carried out shows good results with an accuracy of 76.03%, precision of 81.85% and recall of 76.05%.

There are various ways to improve the quality of someone's education, one of them is reading. By reading, insight and knowledge of various kinds of things can increase. But, the ability and someone's understanding of reading is different. This can be a problem for readers if the reading material exceeds his comprehension ability. Therefore, it is necessary to determine the load of reading material using Lexile Levels. Lexile Levels are a value that gives a size the complexity of reading material and someone's reading ability. Thus, the reading material will be classified based a value on the Lexile Levels. Lexile Levels will cluster the reading material into 2 clusters which is easy, and difficult. The clustering process will use the k-means method. After the clustering process, reading material will be classified using the reading load Random Forest method. The k-means method was chosen because of the method has a simple computing process and fast also. Random Forest algorithm is a method that can build decision tree and it’s able to build several decision trees then choose the best tree. The results of this experiment indicate that the experiment scenario uses 2 cluster and SMOTE and GIFS preprocessing are carried out shows good results with an accuracy of 76.03%, precision of 81.85% and recall of 76.05%.

The growing use of messaging apps group chats is defining a new geography of unsearchable digital conversations. Although these spaces often escape the range of internet research, because of the technical and ethical difficulties in extracting of large-scale data sets, they represent crucial contexts where new communication habits and cultural practices emerge. This paper aims to understand the use of voice messages in NSFW group chats, by looking at Telegram closed groups where pornographic contents are shared and commented. Since NSFW group chats are usually understood as prevalently anonymous contexts, the disclosure afforded by voices messages - particularly in terms of gender recognition - becomes worthy examining. More specifically, we ask: 1) What kind of interactions are enacted by voice messages? 2) What kind of self-disclosure is performed through voice messages? 3) Which challenges emerge in the moderation of voice messages? For this research, we are carrying out a qualitative content analysis of voice messages combined with in-depth interviews with groups' moderators. Preliminary results suggest some circumstances that lead users to prefer using voice messages over text, gifs and static images. Contingent (not being able to text) or literacy-related reasons appear less important than the need to establish affective inclusion and identification through one's own voice.

In the last decade, the use of simple rating and comparison surveys has proliferated on social and digital media platforms to fuel recommendations. These simple surveys and their extrapolation with machine learning algorithms such as matrix factorization shed light on user preferences over large and growing pools of items such as movies, songs, and ads. Social scientists also have a long history of measuring perceptions, preferences, and opinions, typically often over smaller, discrete item sets with exhaustive rating or ranking surveys. This article introduces simple surveys for social science application. We ran experiments to compare the predictive accuracy of both individual and aggregate comparative assessments using four types of simple surveys—pairwise comparisons (PCs) and ratings on 2, 5, and continuous point scales in three contexts—perceived safety of Google Street View images, likability of artwork, and hilarity of animal GIFs. Across contexts, we find that continuous scale ratings best predict individual assessments but consume the most time and cognitive effort. Binary choice surveys are quick and best predict aggregate assessments, useful for collective decision tasks, but poorly predict personalized preferences, for which they are currently used by Netflix to recommend movies. PCs, by contrast, successfully predict personal assessments but poorly predict aggregate assessments despite being widely used to crowdsource ideas and collective preferences. We also demonstrate how findings from these surveys can be visualized in a low-dimensional space to reveal distinct respondent interpretations of questions asked in each context. We conclude by reflecting on differences between sparse, incomplete “simple surveys” and their traditional survey counterparts in terms of efficiency, information elicited, and settings in which knowing less about more may be critical for social science.

As the use of social networks becomes increasingly commonplace, scholars have observed that associated requirements arise relating to how one’s digital self is practised, worked on, and disseminated (Cover; Miller; Papacharissi). Since the earliest forms of online interaction, scholars have tracked the importance of the question of “realness” in identity and social groupings (Burkhalter; Donath; O’Brien). More recently, as people become more connected, connect-able and subject to peer (as well as corporate and government surveillance) (van Zoonen), digital media cultures have increasingly demanded the performance of authenticity as part of the work of belonging online (Banet-Weiser; Keller). Drawing on Banet-Weiser’s and Keller’s work in particular, “authenticity” is defined here as the quality of being considered consistently “true to oneself” in a way which is socially legitimated. I suggest, online, that this demand for authenticity is manifested through two poles of authenticity: authentic individuality and authentic belonging. In this paper, I discuss the interplay between authentic individuality and authentic belonging in (postfeminist) digital cultures, by using the case study of a set of meme blogs narrating youthful femininity on blogging social network Tumblr. This meme set, based on Tumblr blog “WhatShouldWeCallMe” (WSWCM), sets out a self-representative affective account of quotidian feminine experiences. In a set of six blogs of this meme set, including the “founder”, I consider the production of authenticities where the simultaneous importance of connection and imitative differentiation is foregrounded, tracking the way authenticity is practised in the founder and follower meme blogs. I contend that the WSWCM founder claims authentic individuality, producing itself through claims to originality, and pre-existing “best girlfriendship”. I then suggest that the follower meme blogs foreground authentic digital belonging, by exhibiting certain affective cultural literacies that demonstrate insider status in this intimate digital feminine public (Berlant). I surmise these strategies are used to manage the demands of tension between proving one’s true and individual self and the need to be recognised as belonging through commonality. The Authentic Self Brand and the Authentic Insider I suggest that one expression of authentic individuality can be found in the increasingly prevalent practice of self-branding in digital cultures on social network sites (Banet-Weiser). In what Banet-Weiser calls “the authentic self-brand”, one sets up a simultaneous relationship to oneself, and a relationship between oneself and one’s audience. This double relationship is one of “innovation, production, and consumption [of the self], charged with ideally producing a unique, ‘authentic’ self” (73) for others. The self-social relationship offered by the authentic self-brand dovetails with what scholars identify as a postfeminist media landscape in the West (Gill; McRobbie; Negra). Postfeminist narratives promote highly commercial paradigms of self-surveillance, self-regulation and self-improvement, particularly for young women (Gill, McRobbie), whereby one’s body, social practices and relationships are evaluated as part of the marketability of one’s self-brand (Banet-Weiser, Winch). In this marketised recasting of social relationships, one must treat oneself as a product to be invested in, and remain vigilantly aware of how one is perceived by an audience of potential “buyers”. Notably, postfeminism relies on the idea of a deep, inhering individuality to justify the injunction to marketise oneself (Gill). Following this logic, gendered practices which may improve one’s feminine “self-brand” such as attention to beauty practices and body shape, must be cast as for “oneself” and part of one’s “true desires”. This occurs in a landscape where it is widely presumed that feminism has done its work, and women are now “free” to perform femininity however they wish (Gill). In postfeminist digital cultures, proving one’s acts are done for one’s true self, not for others becomes crucial in demonstrating one’s feminine authenticity (Dobson, Individuality; Performative), even as one is aware of the social value of one’s profile or digital brand (Banet-Weiser, Ringrose and Barajas). Drawing on this body of work, I suggest that authentic individuality, performed through imperviousness to social influence, is the way in which these contradictions of the postfeminist self-brand are justified. At the same time, digital cultures can also be argued to offer “remix” spaces (Lessig) where the borrowing, imitation and adaptation of existing cultural artefacts demonstrates personally felt connections to wider social meanings. One common manifestation of this is the Internet “meme”, a unit of culture which relies on imitative adaptation and differentiation in its circulation (Shifman), which I discuss further in this article. Shifman illustrates the meme as a mode of interpretive connection with the example of YouTube meme “Leave Britney Alone”, which began with the founder meme video by actor Chris Crocker making an emotional plea that society leave singer Britney Spears in peace. Memes signal dominant social understandings of the original cultural unit: Shifman notes that with the “Leave Britney Alone” meme, the follower memes tended to mock Crocker’s perceived effeminacy, sexuality and excessiveness in their re-enactments of Crocker’s founder video. Authenticity in these forms of digital production might be argued to signify more about desires for legitimate or authentic belonging within digital publics as insiders, rather than proving a fundamental individuality. WhatShouldWeCallMe and Tumblr Remix Culture Tumblr is a relatively under-researched but rapidly growing blogging social network, documented at the end of 2014 as the social platform with the most growth in user numbers (Lunden). Tumblr is known as a promising hub of burgeoning visual youth cultures (Third and Hart), possibly due to its norms of anonymity and significant pop culture content of posts. Images are a dominant form of communication on the site, and most content on Tumblr is public. Notably, 70% of Tumblr traffic occurs internally through the repurposing and reblogging of posts in the “dashboard” area (the equivalent being the “newsfeed’ for Facebook), rather than from external sources (Walker). Tumblr users are able to follow each other, and like and reblog each other’s posts. However, direct comments on posts are not an available feature, unlike most “first wave” (Miller and Fink) blogging sites; if a user wishes to comment on a post, they can only do so when reblogging the post, which is then featured on their own blog. According to Tumblr founder David Karp, this feature discourages overly negative comments and flame wars because “if you’re going to be a jerk, you’re looking like a jerk in your own space” (Walker). These structures set up Tumblr as an ideal site for the production of memes as part of its remix culture, whilst still adhering to certain connective features of other social networks. To provide some context, the founder WSWCM blog boasted 50,000 new Tumblr followers in the month following its creation in 2012, with independent traffic reports logging the number of page views as one to two million per day (Casserly). Each post on the founder WSWCM is on average liked and reblogged by hundreds of other Tumblr users, but its significance, which I consider here, lies in the way that it has been taken up in a prolific variety of follower meme blogs. Interestingly, unlike “Leave Britney Alone”, the form of imitative differentiation here is keyed at speaking at a more self-representative level, rather than making a comment on or satirising the founder, suggesting a level of personal connection. Like “Leave Britney Alone”, the WSWCM meme set can be understood as a founder-based meme (Shifman), with one originating, successful meme text which then inspires many follower memes, which are usually less successful. The follower memes I consider here adapt the GIF-reaction format which is used to narrate everyday experiences of youthful femininity. Blog posts are produced by matching a GIF image to situations such as “when my boyfriend forgets to DVR the Voice” or “when I hear my frenemy got dumped by her boyfriend”. GIFs are moving photo files excerpting about three seconds of movement from popular culture ranging from film, television and YouTube videos. It must be stressed that the term “follower” does not necessarily connote a lack of originality. The imitation of the follower blogs is strategic: a deliberate, slight differentiation, which operates to set them apart, but still locates them within a youthful feminine public. The emergence of the WSWCM follower blogs is a dynamic one which, I suggest, has catalysed the founder to intensify its claims to legitimacy through authentic originality even as its funny and creative followers throw its uniqueness into question. The Founder Meme Blog: Best Friendship as Authenticity Practice One key way that the WSWCM founder makes claims to authenticity is through a “best girlfriendship”, which is also explicitly articulated as the driving force for the maintenance of the blog, rather than Tumblr followers or outside audiences. Whilst ads are hosted on the founder blog, it is explained that these are almost ancillary—“to pay the bills” of purchasing material to create the GIFs, pay for the site design, web-hosting fees, and other costs. The almost romantic figure of the female “best friend” features significantly, fitting with Winch’s claim that the female best friend becomes a new “soul mate”, beyond one’s (heterosexual) partner in postfeminist girlfriend culture. In this way, we see how certain social relationships become recognisable as authentic. The founder bloggers state in their FAQs: We are two best friends who met in college and now live on opposite coasts (of the United States). We used to send each other funny .gifs as a way of staying in touch, and decided to start a tumblr that both of us could check during the day. We thought we were just posting inside jokes, but are thrilled that other people find them as funny as we do. We never really intended for anyone else to see it. Whilst now, with potentially hundreds of thousands of followers, it is difficult to maintain that the blog is maintained solely as a means of keeping in contact, this long distance girlfriendship can be drawn on to establish the authenticity and social capital for the blog. The best friend is a productive space through which one can express one’s true, individual desires, free of others’ wishes and outside constraints. Many moments expressed in the original blog centre on (very funny) moments that are only shared with the best friend where one can really be “oneself”, such as “when my best friend and I stay in” (for a night in), or “when my best friend and I are DGAF in public” (“don’t give a fuck”). In the blog, the very exclusivity of the female best friend compared to other ambivalent relations with “other girls” and “guys”, can also be understood as a mechanism for carving out a space of feminine individuality. I suggest that this best girlfriendship should be understood as a permutation of the authentic self-brand, practised to achieve a form of authentic individuality. In Winch’s conception, postfeminist girlfriendship is about strategy rather than solidarity; girlfriendship becomes an “investment in the individual” as it is “essential in enabling feminine normativity” (2). This may be reflected in the way best friendship is mobilised as a brand for WSWCM. At its inception, WSWCM only used the “Minimalist” theme for its layout, a free theme offered by Tumblr, which is still visible in the formats of some of the meme blogs. Fig. 1A: “Screenshot of Minimalist Theme in follower blog.” Twodumbgirls.tumblr.com, 16 Feb. 2015.Fig. 1B: “Screenshot of Minimalist Theme in follower blog.” Whatshouldwecollegeme.tumblr.com, 16 Feb. 2015. However, in early 2014 the bloggers changed to a different header to distinguish their site. I suggest this can be understood as a response to establish originality and authenticity through a best friendship brand, in opposition to the other meme blogs, which had also adopted the founder theme. The WSWCM header features cartoonish depictions of the two bloggers, one in New York with the silhouette of skyscrapers behind her, and one on a beach with an open laptop, the blog visible on her screen. Fig. 2: “WhatShouldWeCallMe Header.” Whatshouldwecallme.tumblr.com, 17 Feb. 2015. This header clearly alludes to the fact that the bloggers are separated, in different places, but links them by depicting them as virtually identical. Somewhat similar to “Bratz” dolls, they are both represented with oversized heads, tiny bodies, long hair, and large eyes, with the only differences being that one is blonde with pale skin and blue eyes, the other brunette with tanned skin and green eyes. I suggest that what is striking about this cartoonish image is the way it fits into a commercial genre of representation of “girlfriends”. Further, whilst girlfriends are often positioned as differing, their differences are often positioned as complementary, to strengthen a united co-brand (Winch). The differences here are noticeably nominal, skin-deep—the slight variation in hair, eye and skin colour hint at “‘tantalising differences within a normative paradigm” (Winch 46). I am not suggesting here that the best friendship of the bloggers is artificial or purely commercial, but rather, that this production of digital best friendship coincides with strategies to achieve authentic individuality recognisable in postfeminist digital cultures. The best friend is thus crucial to the performance of authenticity in the original blog. It is important to note, however, that these practices exceed postfeminist self-branding in certain ways. Given that WSWCM has indeed inspired follower memes keyed in a self-representative register, this suggests possibilities of broader connection and a sense of intimacy through recognisability of shared femininity. From one form of insider practice—the WSWCM best girlfriendship—to another, other Tumblr bloggers through follower meme texts have also signalled their insider status, as young women able to narrate forms of feminine experience held out as representative and legitimate. The Follower Meme Blogs: Connective Differentiation In contrast to the founder’s production of authenticity through claims to originality, and through a relationship, which is held out as distinct from the desires to gain Internet followers, authenticity is practised differently in the follower memes. Authentic individuality is decentred; rather, the follower blogs appear to foreground the importance of authentic belonging. This becomes clear in the followers’ imitation of the founder in their positioning as similar, but slightly different. For example, in the blog WhatShouldBetchesCallMe, the blogging subject still narrates quotidian feminine trials and tribulations, but is much more knowingly confident and sassy; in WhatShouldWeCollegeMe, the blog focuses more on the experience of being at university than the founder meme. Shifman foregrounds the process of repackaging and imitation in the adaptation of memes; I suggest that what also must be considered in this meme set is connective differentiation, which repositions this repackaging as simultaneously a form of distancing and connection. Here, the connective differentiation of the follower blogs is a way of citing one’s knowledge and understanding of youthful feminine experience. By creating a self-representative, knowingly derivative but different follower blog in this meme set, this subsequent variation demonstrates one’s legitimate belonging in the feminine public sphere of WSWCM readership. I suggest Berlant’s conceptualisation of intimate publics is useful here in explaining how slight variations on an original theme play out in a culture in which authenticity is held up as essential. Berlant argues that women’s culture in the West, centrally shaped by relations to commodities, creates expectations of both normativity and commonality whereby the market claims to offer texts and objects which are true to women’s “particular core interests and desires” (5). This provides a “generic-but-unique” femininity (6) through which women can expect to be recognisable in this public. Arguably, what the memes opt into—through being recognised as derivative—is a form of recognition in an intimate feminine public. Thus, the follower memes adhere to these rules of recognisability in order to be seen. Recognition as belonging in this intimate public through social knowledge becomes more useful for the follower memes, which cannot rely on the status of originality of the founder meme. What this practice of discerning, connective differentiation may signal is a configuration of authenticity which manages the tension in demands of digital culture— signalling one’s individuality yet demonstrating one’s social embeddedness. As O’Brien (1998) notes in relation to early online social interaction, if one wants to be recognised and recognisable, one must draw on established social, cultural codes. Notably, many of the situations which are put forward in blog posts of the follower memes are not necessarily easily distinguishable in genre or content from the blog posts of the founder memes. Though the founder meme text places particular emphasis on best friendship, other forms of youthful, feminine (middle class) experience are recycled and re-adapted for circulation. Many of the situations which are put forward in the meme set, while creatively assembled, are ultimately generic so that they can be circulated on Tumblr to connect with others. Consequently, posts abound about social rituals of excessive drinking, struggling through university, and inadequacies in flirting technique. However, I note that these generic posts are still specific at the same time, requiring a highly discerning ability to capture and narrativise affective moments from diverse, miscellaneous pop culture material. The well-chosen GIF articulating one’s despondency as a single girl demonstrates a level of cultural and affective awareness of the semiotic intelligibility of the GIF, and the recognisable trials and tribulations of youthful feminine experience. Fig. 3: “When I’m depressed and have too much to drink.” 2ndhand-embarrassment.tumblr.com, 11 Feb. 2015. Thus, showing one’s specific knowledge of shared experience demonstrates an affective authenticity of connection and belonging. This authenticity works to prove one’s digital authority to micro-broadcast one’s life in a youthful feminine public, through showing one’s knowledge of the recognisable pitfalls, idiosyncrasies and experiences of being a young woman. I emphasise that it is this situated knowingness that comes through in the meme set in general, particularly in the follower memes. Given the generic nature of the content of posts across the meme set, the importance of “true” emotion is decentred—rather, what is vital is knowing which affective situations have the capacity to connect and be recognisable. Whilst the revelation of inner emotional truths have otherwise been considered key in the practice of authenticity in celebrity culture (Biressi and Nunn; Hesmondalgh and Baker), I propose that in the context in which this meme set is situated, this is not necessarily the most useful form of social currency. In these remix digital cultures, I suggest the interpretive premise of the digital audience is not that these products of remix literally speak to one’s experiences. Rather, remix cultures provide a means of demonstrating insider knowledge, which connects other insiders—a form of authentic belonging. Conclusion This paper has traced differing practices of feminine authenticity visible in the intersection of social network and remix cultures on Tumblr by examining the WSWCM meme set. I have suggested that the founder meme employs particular strategies of maintaining authentic individuality, such as resorting to the performance of an exclusive, “original” best girlfriendship brand. In contrast, the follower memes perform cultural and affective knowingness of youthful femininity, to assert their digital insider status—and right to belong. This meme set presents some productive questions through which to think through authenticity in digital cultures. Could striving for authentic belonging constitute one strategy of responding to a media-saturated culture, where authentic individuality is constantly elevated yet (perhaps) harder to achieve? These blogs demonstrate how the significance and practice of authenticity transforms in managing different configurations of social desires to belong, or be recognised as individual and original in (postfeminist) digital cultures. References Banet-Weiser, Sarah. Authentic TM. New York, NY: New York UP, 2012. Beer, David, and Roger Burrows. “Popular Culture, Digital Archives and the New Social Life of Data.” Theory, Culture & Society 30.4 (2013): 47–71. Berlant, Lauren Gail. The Female Complaint. Durham: Duke UP, 2008. Burkhalter, Byron. "Reading Race Online: Discovering Racial Identity in Usenet Discussions." Communities in Cyberspace. Eds. Marc A. Smith and Peter Kollock. London: Routledge, 1999. 59–74. Casserly, Meghan. “#Whatshouldwecallme Revealed: The 24-Year Old Law Students behind the New Tumblr Darling.” Forbes 29 Mar 2012: n.p. 23 Dec. 2014 ‹http://www.forbes.com/sites/meghancasserly/2012/03/29/whatshouldwecallme-revealed-24-year-old-law-students-tumblr-darling/›. Cover, Rob. “Performing and Undoing Identity Online: Social Networking, Identity Theories and the Incompatibility of Online Profiles and Friendship Regimes.” Convergence: The International Journal of Research into New Media Technologies 18.2 (2012): 177–93. Dobson, Amy Shields. “Performative Shamelessness on Young Women's Social Network Sites: Shielding the Self and Resisting Gender Melancholia.” Feminism & Psychology 24.1 (2013): 97–114. Dobson, Amy Shields. “'Individuality is Everything': 'Autonomous Femininity' in Myspace Mottos and Self–Descriptions.” Continuum 26.3 (2012): 371–83. Donath, Judith. "Identity and Deception in the Virtual Community." Communities in Cyberspace. Eds. Marc A. Smith and Peter Kollock. London: Routledge, 1999. 27–57. Fink, Marty, and Quinn Miller. “Trans Media Moments: Tumblr, 2011–2013.” Television & New Media 15.7 (2013): 611–26. Gill, Rosalind. Gender and the Media. Cambridge, UK: Polity, 2007. Hesmondhalgh, David, and Sarah Baker. Creative Labour. London: Routledge, 2011. Keller, Jessalynn Marie. “Fiercely Real?: Tyra Banks and the Making of New Media Celebrity.” Feminist Media Studies 14.1 (2012): 147–64. Lessig, Lawrence. Remix. New York: Penguin P, 2008. Lunden, Ingrid. “Tumblr Overtakes Instagram as Fastest-Growing Social Platform, Snapchat Is the Fastest-Growing App.” TechCrunch 25 Nov. 2014: n.p. 23 Dec. 2014 ‹http://techcrunch.com/2014/11/25/tumblr-overtakes-instagram-as-fastest-growing-social-platform-snapchat-is-the-fastest-growing-app/›. McRobbie, Angela. The Aftermath of Feminism. London: SAGE Publications, 2009. Miller, Vincent. Understanding Digital Culture. London: SAGE Publications, 2011. Negra, Diane. What a Girl Wants? Fantasising the Reclamation of Self in Postfeminism. London: Routledge, 2009. Nunn, Heather, and Anita Biressi. “'A Trust Betrayed': Celebrity and the Work Of Emotion.” Celebrity Studies 1.1 (2010): 49–64. O’Brien, Jodi. "Writing in the Body: Gender (Re)production in Online Interaction." Communities in Cyberspace. Eds. Marc A. Smith and Peter Kollock. London: Routledge, 1999. 75–103. Papacharissi, Zizi. A Networked Self. New York: Routledge, 2011. Ringrose, Jessica, and Katarina Eriksson Barajas. “Gendered Risks and Opportunities? Exploring Teen Girls’ Digitized Sexual Identities in Postfeminist Media Contexts.” International Journal of Media & Cultural Politics 7.2 (2011): 121–38. Shifman, Limor. Memes in Digital Culture. Cambridge, Massachusetts: MIT P, 2014. Van Doorn, Niels, Sally Wyatt, and Liesbet van Zoonen. “A Body of Text.” Feminist Media Studies 8.4 (2008): 357–74. Van Zoonen, Liesbet. “From Identity to Identification: Fixating the Fragmented Self.” Media, Culture & Society 35.1 (2013): 44­–51. Walker, Rob. “Can Tumblr’s™ David Karp Embrace Ads without Selling Out?” New York Times 12 July 2012: n.p. 23 Dec. 2014 ‹http://www.nytimes.com/2012/07/15/magazine/can-tumblrs-david-karp-embrace-ads-without-selling-out.html?pagewanted=all&_r=0›. Winch, Alison. Girlfriends and Postfeminist Sisterhood. Basingstoke: Palgrave Macmillan, 2013.

Staples of early United States Internet meme culture were sold via digital auctions for cryptocurrency (except one, which was sold for cash) throughout 2021. Through these transactions, Internet memes, or “the linguistic, image, audio, and video texts created, circulated, and transformed by countless cultural participants across vast networks and collectives” (Milner 1), were “minted” as non-fungible tokens—a marker within cryptocurrency economy that denotes the level of originality or irreplaceability of an (often digital) artifact (Wired). Early 2021 saw Internet memes (memes, hereafter) and non-fungible tokens (NFTs, hereafter) articulated to one another when a series of trades ignited a “buying frenzy”. In February 2021, the original animation file of the Nyan Cat meme (a rendering of a flying cat with a Pop-Tart body) was sold for 300 Ethereum, or US$600,000 (Griffith; Kay); in April 2021, the original photo file of the Disaster Girl meme (an image of a smiling child in front of a burning home) sold for 180 ETH, or nearly US$500,000 (BBC News); in May 2021, the original video file of the viral YouTube video “Charlie Bit My Finger” (wherein an infant bites the finger of their older sibling with glee) was sold for US$760,999, but no cryptocurrency was exchanged for this auction (Evans); in June 2021, the original image of the Shiba Inu who became Doge (image of a dog looking contemplative, often with text around the dog’s face) was sold for a record-breaking (for memes) 1,696.9 ETH, or US$4 million (Rosenblatt). Other notable memes were sold around this time, such as Bad Luck Brian (an unflattering school picture of a teenager who became synonymous with embarrassing social situations), Overly Attached Girlfriend (wide-eyed teenager who was portrayed as obsessive over their significant other), and Success Kid (an infant clenching their fist with a sense of achievement), but for lower prices (Wired; Dash; Gallagher). All the memes sold during this frenzy feature either animals or white individuals, and none of the creators or subjects of the original files are Black. That said, mainstream Internet culture, specifically within the United States, is predicated upon the Othering and exploitation of Black cultural production (Brock 97, 124; Benjamin). The fungible constitution of US Black culture is replete within digital cultures, from contemporary discussions of digital blackface in white use of memes featuring Black folks to express emotion (J.L. Green; Jackson, “Digital Blackface”, White Negroes) and/or using imagery featuring Black folks without permission (J.L. Green; Nakamura; Matamoros-Fernández). The advent of meme-based NFTs, however, offers new areas of inquiry into the triangulation of race, fungibility, and US digital cultures. I approach this cultural phenomenon with two general queries: What cultural and racial legacies of non/fungibility are present in the dynamics of memes becoming NFTs? What are the implications in digital media and US culture? Fungibility and Black Cultural Production As this issue explores, fungibility is a quality of interchangeable, performing persons or objects, but a turn to US Afro-pessimism illustrates how fungibility is a central quality to racialisation. (Continental African scholars coined Afro-pessimism, and its original formulation was markedly different from the US counterpart, which emerged with little to no engagement with the existing African canon. Afropessimism 1.0, as Greg Thomas names it, focusses on the postcolonial economic conditions across the continent. Importantly, there is an undergirding optimism, “the urge to positive social change”, to the inquiries into the poverty, colonial extractivism, and more; Amrah qtd. in Thomas 283; Rieff; de B’béri and Louw.) Fungibility, in US-borne Afro-pessimist literature, is used to describe (1) a major tenet of slavery wherein Black bodies are treated as interchangeable objects rather than human actors, and (2) how the afterlife of slavery continues to structure everyday experiences for Black folks (Bilge; Hartman; Wilderson, III et al.). US Afro-pessimism argues that slavery instantiated an ontological structure that articulates humanity as irreconcilable with Blackness and further articulates whiteness as for what (or whom) the Black body performs and labours (Bilge; Douglass et al.; Wilderson, III and Soong). Within the US, the fungibility of the Black body means it is always already vulnerable to and violable by “the whims of the [non-Black] world” (Wilderson, III 56; see also: Hartman; Lindsey). Indeed, Wilderson, building off Hartman, asserts, “the violence-induced fungibility of Blackness allows for its appropriation by White psyches as ‘property of enjoyment’” (89). The fungibility of Blackness aides in white “transpos[ition of Black] cultural gestures, the stuff of symbolic intervention onto another worldly good, a commodity of style” (Wilderson, III 56). This expropriation of Black digital “imaginative labour” by US white mainstream culture is part and parcel to Internet practices (Iloh; Lockett; Jackson). bell hooks argues white US mainstream culture treats Black cultural production as the “spice, [the] seasoning that can liven up the dull dish that is mainstream white culture” (21). By the same token, US white mainstream culture “desire[s] … sustained ‘labor’ … of a dark Other” that seeks to contiunously exploit fungible Black production (31). The constitutive fungibility of Blackness enriches, even if just affectively, the non-fungibility of whiteness; this parasitic relationship has extended to digital culture, with white actors extracting Black meme culture. Internet memes, until the advent of NFTs, did not necessarily provide monetary gain for the creators or original owners. For example, the creator of the iconic phrase “on fleek”, Kayla Newman (aka Peaches Monroee) is regularly discussed when considering the exploitation of Black digital culture (Parham; Maguire; Hazlehurst). The term came from a Vine of Newman hyping herself up in the front-facing camera of her smartphone—“We in this bitch! Finna get crunk. Eyebrows on fleek. Da fuq”—and quickly went viral. Maguire’s insightful analysis of Newman’s viral fame underscores the exploitation and appropriation of Black girl cultural production within the US. Maguire turns toward the legal intricacies of copyright and property as Newman sought ownership of her iconic phrase; however, Vats’s work on the legal rhetorics of intellectual property note its racial exclusivity in the US. (Moreton-Robinson traces similar white supremacist ownership within Australian contexts.) Meaning, only white actors benefit from such legal rhetorics. These forbearances point to the larger cultural legacies of fungibility that alienate Black bodies from their cultural production. US Black digital culture is alienated from the individuals who perform the imaginative labour that benefits and enriches whiteness (Wilderson, III; hooks). The legacies of mass enslavement fundamentally structured the capital and libidinal economies of US culture (Wilderson, III et al.; Spillers; Brock), therefore it stands to reason, like other forms of hegemonic ideologies, that such structuring logics of anti-Blackness are foundational to digital US culture (Benjamin; Brock; Towns; Matamoros-Fernández). Iloh, Williams, and Michele Jackson separately argue that the foundation of mainstream US Internet culture is indebted to the labour of Black users. However, as Brock argues, US Internet culture is a medium by which whiteness marks itself as the default even though Black labour, individuals, and culture are regularly exploited to perpetuate white engagement. Jackson specifically notes that the white performance of US Black culture “financially, artistically, socially, and intellectually” rewards white and other non-Black actors for demonstrating their understanding of Black cultural productions (Jackson, White Negroes 5; see also: hooks; Nakamura). Black individuals are not (fairly) compensated for this labour, even as white individuals gain clout. Newman’s term “on fleek” became a staple of US Vine and broader Internet culture, spawning a hashtag (#EyebrowsOnFleek) and being featured in multiple brand commercials (Maguire). Newman notes that she did not consider trademarking the term because she did not realise how quickly it would spread, allowing corporations and other actors to capitalise on her term free of charge (Hazlehurst; Maguire). Usage of the term became a signpost of the in-crowd within US millennial popular culture (Maguire). However, when Newman later launched a hair extensions company utilising her phrase (On Fleek Hair Extensions), she was resoundingly criticised. During a GoFundMe campaign to jumpstart the business, white digital actors accused Newman of milking her fame (Parham; Hazlehurst; Maguire). Mainstream digital actors forbade Newman’s ownership of her own labour after exploiting her creation throughout its popularity, marking her imaginative labour as fungible. These cultural dynamics exemplify of how anti-Blackness proliferates US digital culture, marking Black cultural labour as fungible and as the (shared) property of white actors. Whiteness regularly dichotomises itself against Blackness, needing the denigration and de-humanisation of Blackness to constitute whiteness’s perceived racial superiority (Wilderson, III et al.; Hartman; Thomas). Since Blackness has been constituted as fungible, alienating the labouring bodies from their production, whiteness (implicitly) constitutes itself as non-fungible. Thus, under this paradigm, white actors, their bodies, and their (property’s) cultural production are constituted as non-fungible, as the foil to fungible Blackness. Of course, anti-Blackness uses fungibility as a means of enriching whiteness, first evidenced by the logics of the Atlantic Slave Trade and extending throughout contemporary US culture. Newman’s iconic “on fleek” was easily detached from her (removing product from labourer) for the benefit of celebrities and companies. I argue that NFTs further these logics; as the next section explores, non-fungible tokens capacitate white monetisation of Black cultural labour. Non-Fungibility and Non-Black Cultural Agency The sale of meme-based NFTs offers a modern illustration of the fungibility of Black cultural production. Importantly, every seller of meme-based NFTs has been non-Black, with most being white or white-passing. NFTs, thus, seemingly give non-Black actors the agency to “reclaim” meme imagery via monetisation. Contemporary US meme culture is directly created by, influenced by, and appropriated from US Black (digital) culture (Jackson, White Negroes; Iloh; Brock; J.L. Green; Nakamura). Black cultural actors used memes largely as a space to share the joys and pains of Black US life (Brock); however, the connectivity of the Internet offered avenues for extraction and appropriation by non-Black actors (Iloh; Nakamura; J.L. Green; Matamoros-Fernández). Meme-based NFTs extend these anti-Black logics by monetising the cultural impact of certain memes. Specifically, memes are considered valuable only when minted as an NFT, which seeks to transform the fungible by a non-fungible agent. This section turns to the tensions between non-Black cultural agency over Black cultural influence within US Internet culture, using the Disaster Girl meme as an illustration. Memes, because of their participatory nature, require a certain level of fungibility to perpetuate circulation (Milner; Moreno-Almeida; Shifman). While certain digital actors proffer the original textual (e.g. #UKnowUrBlackWhen, a popular hashtag for Black users sharing experiences specific to US Black culture), graphic (e.g. Fail/Win, a popular meme genre for posting images of everyday chores tagged as Fail or Win), and/or contextual (e.g. Pepper Spray Cop, a meme genre where a police officer is pepper spraying protestors is photoshopped into different scenes) facets of a meme, these same characteristics must be manipulable for the meme to flourish (Parham; Jenkins; Huntington). Further, original creators must have an alienable relation to their cultural production, a “letting go” of the meme, so it may become part of broader cultural milieu, ever-evolving (Shifman; Jenkins). Minting memes into NFTs, however, reverses and obfuscates this cultural and imaginative labour by minting the original image. The sale of the Disaster Girl meme photograph as an NFT exhibits this erasure. The meme orginates from a photo Dave Roth took of his daughter, Zoë Roth, at a 2005 control-burn of a home in their neighbourhood (Fazio; Staff). D. Roth eventually submitted the image of his white, brown-haired daughter slyly smiling as the house burns in the background to a handful of photo contests, winning them (ibid.). The image was published online in 2008 and quickly circulated among social media platforms. Memes emerged as Internet users remixed the original image, either with text or by photoshopping Z. Roth into new disasters, thus dubbing her Disaster Girl (Green, Refinery). Since, Z. Roth’s four-year-old self has been “endlessly repurposed as a vital part of meme canon” (Fazio). Gesturing to the fungibility of meme culture, Z. Roth said she “love[s] seeing them because [she]’d never make any of them [her]self” (qtd in Fazio), meaning she (and her father) had willingly alienated themselves from the meme imagery. The agency to willingly turn over cultural production is solely attributable to non-Black bodies within the logics of fungible Blackness. Z. Roth’s non-participation did not prevent her from monetising the original meme, however. On 17 April 2021, Z. Roth sold the original photo file of the Disaster Girl meme (Fazio). Roth notes the creation and selling of an NFT is “the only thing memes can do to take control” (qtd. in Fazio). To exhibit agency of minting an NFT, Z. Roth collapses memes’ identities into the original image rather than the participation, remix, and becoming that meme culture involves. Memes, by nature, require the repeated and continual labour of digital public actors to continue circulating (Shifman; Milner; Jenkins). The stronger the meme’s circulatory impact, the more cultural heft it carries. However, the Roth family could only ever sell the original image. The minting of an NFT, for Z. Roth, “was a way for her to take control over a situation that she has felt powerless over since elementary school” (Fazio). Here, Z. Roth is further exerting non-Black agency to wilfully reclaim the previously fungible object. Ironically, the very thing Z. Roth is wanting to exert control over is what gives value to the meme in the first place. The virality and longevity of the Disaster Girl meme is its value, but given the fungibility of meme culture, this labour is easily obfuscated. As noted, memes must exhibit a certain level of fungibility to regenerate throughout digital cultures in various iterations; memes also require the fungible Black cultural production, especially within the US. Brock argues the capacity to laugh through pain or chaos is a characteristic of US Black humour and foundational to contemporary US meme humour. The Disaster Girl meme exemplifies the influences of US Black cultural humour both in the comedic frame—smiling in the face of disaster—and the composition of image—looking directly into the camera as if to break the fourth wall (Outley et al.; Brock). These facets influence the affectivity of the Disaster Girl image, or its capacity to move audiences to add their own remix to the meme. Remix is not only an inherently Black practice (Navas et al.), but it is also the lifeblood of meme culture and Internet culture more broadly. Iloh, Jackson, and Williams separately argue the proliferation of Black digital culture in the US means much of what enters mainstream US culture was shaped by Black users. Therefore, Black imaginative labour is an absent presence at the heart of Disaster Girl (or any) meme’s popularity—the popularity that made it valuable as an NFT. Minting the original image as a meme-based NFT consumes the labour of digital public actors to realise a value for the image owner. According to Cervenak, “NFTs can be seen as a tool for creators to be made whole for the work they put in” creating the original image (qtd. in Notopoulos). However, in memes the “work [being] put in”, the imaginative labour generating the memes, is that of various digital public actors. Neither the digital public actors, specifically Black public actors, nor the US Black cultural production and labour are recognised within the NFT economy. The reversion of memes back to the original image attempts to erase the Black cultural labour that generated the meme’s value. The work of digital public actors must be seen as both interchangeable and working in the service of the original “owner” of meme imagery to facilitate the trade of meme-based NFTs. Unlike Newman, Z. Roth was lauded for the monetisation of her meme-fame. Indeed, Newman’s imaginative labour needed to be obfuscated for the appropriation of “on fleek” by non-Black US culture. Z. Roth did very little labour in the invention and circulation of the Disaster Girl meme; however, her agency within anti-Black US culture created the conditions of possibility for her minting of the NFT. The dynamics of NFTs, Black US cultural labour, and anti-Blackness allow for the simultaneous obfuscation and appropriation of fungible meme-culture. Just as enslavement alienated Black bodies from the profits of their labour, NFTs similarly erase Black cultural production from the monetary benefit; NFTs (further) digitise these paradigms of anti-Blackness in US digital culture. Conclusion This essay has just barely chipped the surface on the articulations of race, fungibility, and NFTs. The arguments contained within demonstrate the legacies of fungible Blackness, which US Afro-pessimism links to the structuring logics of the Atlantic Slave Trade, and their manifestation in contemporary digital culture, specifically via meme-based NFTs. First, the essay traced the needed alienation and appropriation of Black cultural labour within US culture. Translating these practices to meme culture, the essay argues the minting of meme-based NFTs is a non-fungible agency only available to non-Black actors. There remains much to be explored, especially regarding equitable cultural practices. 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Introduction Darkness is often characterised as something that warrants heightened caution and scrutiny – signifying increased danger and risk. Within settler-colonial settings such as Australia, cautionary and negative connotations of darkness are projected upon Black people and their bodies, forming part of continuing colonial regimes of power (Moreton-Robinson). Negative stereotypes of “dark” continues to racialise all Indigenous peoples. In Australia, Indigenous peoples are both Indigenous and Black regardless of skin colour, and this plays out in a range of ways, some of which will be highlighted within this article. This article demonstrates that for Indigenous peoples, associations of fear and danger are built into the structural mechanisms that shape and maintain colonial understandings of Indigenous peoples and their bodies. It is this embodied form of darkness, and its negative connotations, and responses that we explore further. Figure 1: Megan Cope’s ‘I’m not afraid of the Dark’ t-shirt (Fredericks and Heemsbergen 2021) Responding to the anxieties and fears of settlers that often surround Indigenous peoples, Quandamooka artist and member of the art collective ProppaNow, Megan Cope, has produced a range of t-shirts, one of which declares “I’m not afraid of the Dark” (fig. 1). The wording ‘reflects White Australia’s fear of blackness’ (Dark + Dangerous). Exploring race relations through the theme of “darkness”, we begin by discussing how negative connotations of darkness are represented through everyday lexicons and how efforts to shift prejudicial and racist language are often met with defensiveness and resistance. We then consider how fears towards the dark translate into everyday practices, reinforced by media representations. The article considers how stereotype, conjecture, and prejudice is inflicted upon Indigenous people and reflects white settler fears and anxieties, rooting colonialism in everyday language, action, and norms. The Language of Fear Indigenous people and others with dark skin tones are often presented as having a proclivity towards threatening, aggressive, deceitful, and negative behaviours. This works to inform how Indigenous peoples are “known” and responded to by hegemonic (predominantly white) populations. Negative connotations of Indigenous people are a means of reinforcing and legitimising the falsity that European knowledge systems, norms, and social structures are superior whilst denying the contextual colonial circumstances that have led to white dominance. In Australia, such denial corresponds to the refusal to engage with the unceded sovereignty of Aboriginal peoples or acknowledge Indigenous resistance. Language is integral to the ways in which dominant populations come to “know” and present the so-called “Other”. Such language is reflected in digital media, which both produce and maintain white anxieties towards race and ethnicity. When part of mainstream vernacular, racialised language – and the value judgments associated with it – often remains in what Moreton-Robinson describes as “invisible regimes of power” (75). Everyday social structures, actions, and habits of thought veil oppressive and discriminatory attitudes that exist under the guise of “normality”. Colonisation and the dominance of Eurocentric ways of knowing, being, and doing has fixated itself on creating a normality that associates Indigeneity and darkness with negative and threatening connotations. In doing so, it reinforces power balances that presents an image of white superiority built on the invalidation of Indigeneity and Blackness. White fears and anxieties towards race made explicit through social and digital media are also manifest via subtle but equally pervasive everyday action (Carlson and Frazer; Matamoros-Fernández). Confronting and negotiating such fears becomes a daily reality for many Indigenous people. During the height of the 2020 Black Lives Matter protests in the United States, which extended to Australia and were linked to deaths in custody and police violence, African American poet Saul Williams reminded his followers of the power of language in constructing racialised fears (saulwilliams). In an Instagram post, Williams draws back the veil of an uncontested normality to ask that we take personal responsibility over the words we use. He writes: here’s a tip: Take the words DARK or BLACK in connection to bad, evil, ominous or scary events out of your vocabulary. We learn the stock market crashed on Black Monday, we read headlines that purport “Dark Days Ahead”. There’s “dark” or “black” humour which implies an undertone of evil, and then there are people like me who grow up with dark skin having to make sense of the English/American lexicon and its history of “fair complexions” – where “fair” can mean “light; blond.” OR “in accordance with rules or standards; legitimate.” We may not be fully responsible for the duplicitous evolution of language and subtle morphing of inherited beliefs into description yet we are in full command of the words we choose even as they reveal the questions we’ve left unasked. Like the work of Moreton-Robinson and other scholars, Williams implores his followers to take a reflexive position to consider the questions often left unasked. In doing so, he calls for the transcendence of anonymity and engagement with the realities of colonisation – no matter how ugly, confronting, and complicit one may be in its continuation. In the Australian context this means confronting how terms such as “dark”, “darkie”, or “darky” were historically used as derogatory and offensive slurs for Aboriginal peoples. Such language continues to be used today and can be found in the comment sections of social media, online news platforms, and other online forums (Carlson “Love and Hate”). Taking the move to execute personal accountability can be difficult. It can destabilise and reframe the ways in which we understand and interact with the world (Rose 22). For some, however, exposing racism and seemingly mundane aspects of society is taken as a personal attack which is often met with reactionary responses where one remains closed to new insights (Whittaker). This feeds into fears and anxieties pertaining to the perceived loss of power. These fears and anxieties continue to surface through conversations and calls for action on issues such as changing the date of Australia Day, the racialised reporting of news (McQuire), removing of plaques and statues known to be racist, and requests to change placenames and the names of products. For example, in 2020, Australian cheese producer Saputo Dairy Australia changed the name of it is popular brand “Coon” to “Cheer Tasty”. The decision followed a lengthy campaign led by Dr Stephen Hagan who called for the rebranding based on the Coon brand having racist connotations (ABC). The term has its racist origins in the United States and has long been used as a slur against people with dark skin, liking them to racoons and their tendency to steal and deceive. The term “Coon” is used in Australia by settlers as a racist term for referring to Aboriginal peoples. Claims that the name change is example of political correctness gone astray fail to acknowledge and empathise with the lived experience of being treated as if one is dirty, lazy, deceitful, or untrustworthy. Other brand names have also historically utilised racist wording along with imagery in their advertising (Conor). Pear’s soap for example is well-known for its historical use of racist words and imagery to legitimise white rule over Indigenous colonies, including in Australia (Jackson). Like most racial epithets, the power of language lies in how the words reflect and translate into actions that dehumanise others. The words we use matter. The everyday “ordinary” world, including online, is deeply politicised (Carlson and Frazer “They Got Filters”) and comes to reflect attitudes and power imbalances that encourage white people to internalise the falsity that they are superior and should have control over Black people (Conor). Decisions to make social change, such as that made by Saputo Dairy Australia, can manifest into further white anxieties via their ability to force the confrontation of the circumstances that continue to contribute to one’s own prosperity. In other words, to unveil the realities of colonialism and ask the questions that are too often left in the dark. Lived Experiences of Darkness Colonial anxieties and fears are driven by the fact that Black populations in many areas of the world are often characterised as criminals, perpetrators, threats, or nuisances, but are rarely seen as victims. In Australia, the repeated lack of police response and receptivity to concerns of Indigenous peoples expressed during the Black Lives Matter campaign saw tens of thousands of people take to the streets to protest. Protestors at the same time called for the end of police brutality towards Indigenous peoples and for an end to Indigenous deaths in custody. The protests were backed by a heavy online presence that sought to mobilise people in hope of lifting the veil that shrouds issues relating to systemic racism. There have been over 450 Aboriginal and Torres Strait Islander people to die in custody since the end of the Royal Commission into Aboriginal Deaths in Custody in 1991 (The Guardian). The tragedy of the Indigenous experience gains little attention internationally. The negative implications of being the object of white fear and anxiety are felt by Indigenous and other Black communities daily. The “safety signals” (Daniella Emanuel) adopted by white peoples in response to often irrational perceptions of threat signify how Indigenous and other Black peoples and communities are seen and valued by the hegemony. Memes played out in social media depicting “Karens” – a term that corresponds to caricaturised white women (but equally applicable to men) who exhibit behaviours of entitlement – have increasing been used in media to expose the prevalence of irrational racial fears (also see Wong). Police are commonly called on Indigenous people and other Black people for simply being within spaces such as shopping malls, street corners, parks, or other spaces in which they are considered not to belong (Mohdin). Digital media are also commonly envisioned as a space that is not natural or normal for Indigenous peoples, a notion that maintains narratives of so-called Indigenous primitivity (Carlson and Frazer). Media connotations of darkness as threatening are associated with, and strategically manipulated by, the images that accompany stories about Indigenous peoples and other Black peoples. Digital technologies play significant roles in producing and disseminating the images shown in the media. Moreover, they have a “role in mediating and amplifying old and new forms of abuse, hate, and discrimination” (Matamoros-Fernández and Farkas). Daniels demonstrates how social media sites can be spaces “where race and racism play out in interesting, sometimes disturbing, ways” (702), shaping ongoing colonial fears and anxieties over Black peoples. Prominent footballer Adam Goodes, for example, faced a string of attacks after he publicly condemned racism when he was called an “Ape” by a spectator during a game celebrating Indigenous contributions to the sport (Coram and Hallinan). This was followed by a barrage of personal attacks, criticisms, and booing that spread over the remaining years of his football career. When Goodes performed a traditional war dance as a form of celebration during a game in 2015, many turned to social media to express their outrage over his “confrontational” and “aggressive” behaviour (Robinson). Goodes’s affirmation of his Indigeneity was seen by many as a threat to their own positionality and white sensibility. Social media were therefore used as a mechanism to control settler narratives and maintain colonial power structures by framing the conversation through a white lens (Carlson and Frazer “They Got Filters”). Indigenous peoples in other highly visible fields have faced similar backlash. In 1993, Elaine George was the first Aboriginal person to feature on the cover of Vogue magazine, a decision considered “risky” at the time (Singer). The editor of Vogue later revealed that the cover was criticised by some who believed George’s skin tone was made to appear lighter than it actually was and that it had been digitally altered. The failure to accept a lighter skin colour as “Aboriginal” exposes a neglect to accept ethnicity and Blackness in all its diversity (Carlson and Frazer “They Got Filters”; Carlson “Love and Hate”). Where Adam Goodes was criticised for his overt expression of Blackness, George was critisised for not being “black enough”. It was not until seventeen years later that another Aboriginal model, Samantha Harris, was featured on the cover of Vogue (Marks). While George inspired and pathed the way for those to come, Harris experienced similar discrimination within the industry and amongst the public (Carson and Ky). Singer Jessica Mauboy (in Hornery) also explains how her identity was managed by others. She recalls, I was pretty young when I first received recognition, and for years I felt as though I couldn't show my true identity. What I was saying in public was very dictated by other people who could not handle my sense of culture and identity. They felt they had to take it off my hands. Mauboy’s experience not only demonstrates how Blackness continues to be seen as something to “handle”, but also how power imbalances play out. Scholar Chelsea Watego offers numerous examples of how this occurs in different ways and arenas, for example through relationships between people and within workplaces. Bargallie’s scholarly work also provides an understanding of how Indigenous people experience racism within the Australian public service, and how it is maintained through the structures and systems of power. The media often represents communities with large Indigenous populations as being separatist and not contributing to wider society and problematic (McQuire). Violence, and the threat of violence, is often presented in media as being normalised. Recently there have been calls for an increased police presence in Alice Springs, NT, and other remotes communities due to ongoing threats of “tribal payback” and acts of “lawlessness” (Sky News Australia; Hildebrand). Goldberg uses the phrase “Super/Vision” to describe the ways that Black men and women in Black neighbourhoods are continuously and erroneously supervised and surveilled by police using apparatus such as helicopters and floodlights. Simone Browne demonstrates how contemporary surveillance practices are rooted in anti-black domination and are operationalised through a white gaze. Browne uses the term “racializing surveillance” to describe a ”technology of social control where surveillance practices, policies, and performances concern the production of norms pertaining to race and exercise a ‘power to define what is in or out of place’” (16). The outcome is often discriminatory treatment to those negatively racialised by such surveillance. Narratives that associate Indigenous peoples with darkness and danger fuel colonial fears and uphold the invisible regimes of power by instilling the perception that acts of surveillance and the restrictions imposed on Indigenous peoples’ autonomy are not only necessary but justified. Such myths fail to contextualise the historic colonial factors that drive segregation and enable a forgetting that negates personal accountability and complicity in maintaining colonial power imbalances (Riggs and Augoustinos). Inayatullah and Blaney (165) write that the “myth we construct calls attention to a darker, tragic side of our ethical engagement: the role of colonialism in constituting us as modern actors.” They call for personal accountability whereby one confronts the notion that we are both products and producers of a modernity rooted in a colonialism that maintains the misguided notion of white supremacy (Wolfe; Mignolo; Moreton-Robinson). When Indigenous and other Black peoples enter spaces that white populations don’t traditionally associate as being “natural” or “fitting” for them (whether residential, social, educational, a workplace, online, or otherwise), alienation, discrimination, and criminalisation often occurs (Bargallie; Mohdin; Linhares). Structural barriers are erected, prohibiting career or social advancement while making the space feel unwelcoming (Fredericks; Bargallie). In workplaces, Indigenous employees become the subject of hyper-surveillance through the supervision process (Bargallie), continuing to make them difficult work environments. This is despite businesses and organisations seeking to increase their Indigenous staff numbers, expressing their need to change, and implementing cultural competency training (Fredericks and Bargallie). As Barnwell correctly highlights, confronting white fears and anxieties must be the responsibility of white peoples. When feelings of shock or discomfort arise when in the company of Indigenous peoples, one must reflexively engage with the reasons behind this “fear of the dark” and consider that perhaps it is they who are self-segregating. Mohdin suggests that spaces highly populated by Black peoples are best thought of not as “black spaces” or “black communities”, but rather spaces where white peoples do not want to be. They stand as reminders of a failed colonial regime that sought to deny and dehumanise Indigenous peoples and cultures, as well as the continuation of Black resistance and sovereignty. Conclusion In working towards improving relationships between Black and white populations, the truths of colonisation, and its continuing pervasiveness in local and global settings must first be confronted. In this article we have discussed the association of darkness with instinctual fears and negative responses to the unknown. White populations need to reflexively engage and critique how they think, act, present, address racism, and respond to Indigenous peoples (Bargallie; Moreton-Robinson; Whittaker), cultivating a “decolonising consciousness” (Bradfield) to develop new habits of thinking and relating. To overcome fears of the dark, we must confront that which remains unknown, and the questions left unasked. This means exposing racism and power imbalances, developing meaningful relationships with Indigenous peoples, addressing structural change, and implementing alternative ways of knowing and doing. Only then may we begin to embody Megan Cope’s message, “I’m not afraid of the Dark”. Acknowledgements We thank Dr Debbie Bargallie for her feedback on our article, which strengthened the work. References ABC News. 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Economics of Cute There are many ways to study cute: for example, neuro-biology (cute as adaptation); anthropology (cute in culture); political economy (cute industries, how cute exploits consumers); cultural studies (social construction of cute); media theory and politics (representation and identity of cute), and so on. What about economics? At first sight, this might point to a money-capitalism nexus (“the cute economy”), but I want to argue here that the economics of cute actually works through choice interacting with fixed costs and what economists call ”the substitution effect”. Cute, in conjunction with the Internet, affects the trade-offs involved in choices people make. Let me put that more starkly: cute shapes the economy. This can be illustrated with internet animals, which at the time of writing means Grumpy Cat. I want to explain how that mechanism works – but to do so I will need some abstraction. This is not difficult – a simple application of a well-known economics model, namely the Allen-Alchian theorem, or the “third law of demand”. But I am going to take some liberties in order to represent that model clearly in this short paper. Specifically, I will model just two extremes of quality (“opera” and “cat videos”) to represent end-points of a spectrum. I will also assume that the entire effect of the internet is to lower the cost of cat videos. Now obviously these are just simplifying assumptions “for the purpose of the model”. And the purpose of the model is to illuminate a further aspect of how we might understand cute, by using an economic model of choice and its consequences. This is a standard technique in economics, but not so in cultural studies, so I will endeavour to explain these moments as we go, so as to avoid any confusion about analytic intent. The purpose of this paper is to suggest a way that a simple economic model might be applied to augment the cultural study of cute by seeking to unpack its economic aspect. This can be elucidated by considering the rise of internet animals as a media-cultural force, as epitomized by “cat videos”. We can explain this through an application of price theory and the theory of demand that was first proposed by Armen Alchian and William Allen. They showed how an equal fixed cost that was imposed to both high-quality and low-quality goods alike caused a shift in consumption toward the higher-quality good, because it is now relatively cheaper. Alchian and Allen had in mind something like transport costs on agricultural goods (such as apples). But it is also true that the same effect works in reverse (Cowen), and the purpose of this paper is to develop that logic to contribute to explaining how certain structural shifts in production and consumption in digital media, particularly the rise of blog formats such as Tumblr, a primary supplier of kittens on the Internet, can be in part understood as a consequence of this economic mechanism. There are three key assumptions to build this argument. The first is that the cost of the internet is independent of what it carries. This is certainly true at the level of machine code, and largely true at higher levels. What might be judged aesthetically high quality or low quality content – say of a Bach cantata or a funny cat video – are treated the same way if they both have the same file size. This is a physical and computational aspect of net-neutrality. The internet – or digitization – functions as a fixed cost imposed regardless of what cultural quality is moving across it. Second, while there are costs to using the internet (for example, in hardware or concerning digital literacy) these costs are lower than previous analog forms of information and cultural production and dissemination. This is not an empirical claim, but a logical one (revealed preference): if it were not so, people would not have chosen it. The first two points – net neutrality and lowered cost – I want to take as working assumptions, although they can obviously be debated. But that is not the purpose of the paper, which is instead the third point – the “Alchian-Allen theorem”, or the third fundamental law of demand. The Alchian-Allen Theorem The Alchian-Allen theorem is an extension of the law of demand (Razzolini et al) to consider how the distribution of high quality and low quality substitutes of the same good (such as apples) is affected by the imposition of a fixed cost (such as transportation). It is also known as the “shipping the good apples out” theorem, after Borcherding and Silberberg explained why places that produce a lot of apples – such as Seattle in the US – often also have low supplies of high quality apples compared to places that do not produce apples, such as New York. The puzzle of “why can’t you get good apples in Seattle?” is a simple but clever application of price theory. When a place produces high quality and low quality items, it will be rational for those in faraway places to consume the high quality items, and it will be rational for the producers to ship them, leaving only the low quality items locally.Why? Assume preferences and incomes are the same everywhere and that transport cost is the same regardless of whether the item shipped is high or low quality. Both high quality and low quality apples are more expensive in New York compared to Seattle, but because the fixed transport cost applies to both the high quality apples are relatively less expensive. Rational consumers in New York will consume more high quality apples. This makes fewer available in Seattle.Figure 1: Change in consumption ratio after the imposition of a fixed cost to all apples Another example: Australians drink higher quality Californian wine than Californians, and vice versa, because it is only worth shipping the high quality wine out. A counter-argument is that learning effects dominate: with high quality local product, local consumers learn to appreciate quality, and have different preferences (Cowen and Tabarrok).The Alchian-Allen theorem applies to any fixed cost that applies generally. For example, consider illegal drugs (such as alcohol during the US prohibition, or marijuana or cocaine presently) and the implication of a fixed penalty – such as a fine, or prison sentence, which is like a cost – applied to trafficking or consumption. Alchian-Allen predicts a shift toward higher quality (or stronger) drugs, because with a fixed penalty and probability of getting caught, the relatively stronger substance is now relatively cheaper. Empirical work finds that this effect did occur during alcohol prohibition, and is currently occurring in narcotics (Thornton Economics of Prohibition, "Potency of illegal drugs").Another application proposed by Steven Cuellar uses Alchian-Allen to explain a well-known statistical phenomenon why women taking the contraceptive pill on average prefer “more masculine” men. This is once again a shift toward quality predicted on falling relative price based on a common ‘fixed price’ (taking the pill) of sexual activity. Jean Eid et al show that the result also applies to racehorses (the good horses get shipped out), and Staten and Umbeck show it applies to students – the good students go to faraway universities, and the good student in those places do the same. So that’s apples, drugs, sex and racehorses. What about the Internet and kittens?Allen-Alchian Explains Why the Internet Is Made of CatsIn analog days, before digitization and Internet, the transactions costs involved with various consumption items, whether commodities or media, meant that the Alchian-Allen effect pushed in the direction of higher quality, bundled product. Any additional fixed costs, such as higher transport costs, or taxes or duties, or transactions costs associated with search and coordination and payment, i.e. costs that affected all substitutes in the same way, would tend to make the higher quality item relatively less expensive, increasing its consumption.But digitisation and the Internet reverse the direction of these transactions costs. Rather than adding a fixed cost, such as transport costs, the various aspects of the digital revolution are equivalent to a fall in fixed costs, particularly access.These factors are not just one thing, but a suite of changes that add up to lowered transaction costs in the production, distribution and consumption of media, culture and games. These include: The internet and world-wide-web, and its unencumbered operation The growth and increasing efficacy of search technology Growth of universal broadband for fast, wide band-width access Growth of mobile access (through smartphones and other appliances) Growth of social media networks (Facebook, Twitter; Metcalfe’s law) Growth of developer and distribution platforms (iPhone, android, iTunes) Globally falling hardware and network access costs (Moore’s law) Growth of e-commerce (Ebay, Amazon, Etsy) and e-payments (paypal, bitcoin) Expansions of digital literacy and competence Creative commons These effects do not simply shift us down a demand curve for each given consumption item. This effect alone simply predicts that we consume more. But the Alchian-Allen effect makes a different prediction, namely that we consume not just more, but also different.These effects function to reduce the overall fixed costs or transactions costs associated with any consumption, sharing, or production of media, culture or games over the internet (or in digital form). With this overall fixed cost component now reduced, it represents a relatively larger decline in cost at the lower-quality, more bite-sized or unbundled end of the media goods spectrum. As such, this predicts a change in the composition of the overall consumption basket to reflect the changed relative prices that these above effects give rise to. See Figure 2 below (based on a blog post by James Oswald). The key to the economics of cute, in consequence of digitisation, is to follow through the qualitative change that, because of the Alchian-Allen effect, moves away from the high-quality, highly-bundled, high-value end of the media goods spectrum. The “pattern prediction” here is toward more, different, and lower quality: toward five minutes of “Internet animals”, rather than a full day at the zoo. Figure 2: Reducing transaction costs lowers the relative price of cat videos Consider five dimensions in which this more and different tendency plays out. Consumption These effects make digital and Internet-based consumption cheaper, shifting us down a demand curve, so we consume more. That’s the first law of demand in action: i.e. demand curves slope downwards. But a further effect – brilliantly set out in Cowen – is that we also consume lower-quality media. This is not a value judgment. These lower-quality media may well have much higher aesthetic value. They may be funnier, or more tragic and sublime; or faster, or not. This is not about absolute value; only about relative value. Digitization operating through Allen-Alchian skews consumption toward the lower quality ends in some dimensions: whether this is time, as in shorter – or cost, as in cheaper – or size, as in smaller – or transmission quality, as in gifs. This can also be seen as a form of unbundling, of dropping of dimensions that are not valued to create a simplified product.So we consume different, with higher variance. We sample more than we used to. This means that we explore a larger information world. Consumption is bite-sized and assorted. This tendency is evident in the rise of apps and in the proliferation of media forms and devices and the value of interoperability.ProductionAs consumption shifts (lower quality, greater variety), so must production. The production process has two phases: (1) figuring out what to do, or development; and (2) doing it, or making. The world of trade and globalization describes the latter part: namely efficient production. The main challenge is the world of innovation: the entrepreneurial and experimental world of figuring out what to do, and how. It is this second world that is radically transformed by implications of lowered transaction costs.One implication is growth of user-communities based around collaborative media projects (such as open source software) and community-based platforms or common pool resources for sharing knowledge, such as the “Maker movement” (Anderson 2012). This phenomenon of user-co-creation, or produsers, has been widely recognized as an important new phenomenon in the innovation and production process, particularly those processes associated with new digital technologies. There are numerous explanations for this, particularly around preferences for cooperation, community-building, social learning and reputational capital, and entrepreneurial expectations (Quiggin and Potts, Banks and Potts). Business Models The Alchian-Allen effect on consumption and production follows through to business models. A business model is a way of extracting value that represents some strategic equilibrium between market forms, organizational structures, technological possibilities and institutional framework and environmental conditions that manifests in entrepreneurial patterns of business strategy and particular patterns of investment and organization. The discovery of effective business models is a key process of market capitalist development and competition. The Alchian-Allen effect impacts on the space of effective viable business models. Business models that used to work will work less well, or not at all. And new business models will be required. It is a significant challenge to develop these “economic technologies”. Perhaps no less so than development of the physical technologies, new business models are produced through experimental trial and error. They cannot be known in advance or planned. But business models will change, which will affect not only the constellation of existing companies and the value propositions that underlie them, but also the broader specializations based on these in terms of skill sets held and developed by people, locations of businesses and people, and so on. New business models will emerge from a process of Schumpeterian creative destruction as it unfolds (Beinhocker). The large production, high development cost, proprietary intellectual property and systems based business model is not likely to survive, other than as niche areas. More experimental, discovery-focused, fast-development-then-scale-up based business models are more likely to fit the new ecology. Social Network Markets & Novelty Bundling MarketsThe growth of variety and diversity of choice that comes with this change in the way media is consumed to reflect a reallocation of consumption toward smaller more bite-sized, lower valued chunks (the Alchian-Allen effect) presents consumers with a problem, namely that they have to make more choices over novelty. Choice over novelty is difficult for consumers because it is experimental and potentially costly due to risk of mistakes (Earl), but it also presents entrepreneurs with an opportunity to seek to help solve that problem. The problem is a simple consequence of bounded rationality and time scarcity. It is equivalent to saying that the cost of choice rises monotonically with the number of choices, and that because there is no way to make a complete rational choice, agents will use decision or choice heuristics. These heuristics can be developed independently by the agents themselves through experience, or they can be copied or adopted from others (Earl and Potts). What Potts et al call “social network markets” and what Potts calls “novelty bundling markets” are both instances of the latter process of copying and adoption of decision rules. Social network markets occur when agents use a “copy the most common” or “copy the highest rank” meta-level decision rule (Bentley et al) to deal with uncertainty. Social network markets can be efficient aggregators of distributed information, but they can also be path-dependent, and usually lead to winner-take all situations and dynamics. These can result in huge pay-offs differentials between first and second or fifth place, even when the initial quality differentials are slight or random. Diversity, rapid experimentation, and “fast-failure” are likely to be effective strategies. It also points to the role of trust and reputation in using adopted decision rules and the information economics that underlies that: namely that specialization and trade applies to the production and consumption of information as well as commodities. Novelty bundling markets are an entrepreneurial response to this problem, and observable in a range of new media and creative industries contexts. These include arts, music or food festivals or fairs where entertainment and sociality is combined with low opportunity cost situations in which to try bundles of novelty and connect with experts. These are by agents who developed expert preferences through investment and experience in consumption of the particular segment or domain. They are expert consumers and are selling their “decision rules” and not just the product. The more production and consumption of media and digital information goods and services experiences the Alchian-Allen effect, the greater the importance of novelty bundling markets. Intellectual Property & Regulation A further implication is that rent-seeking solutions may also emerge. This can be seen in two dimensions; pursuit of intellectual property (Boldrin and Levine); and demand for regulations (Stigler). The Alchian-Allen induced shift will affect markets and business models (and firms), and because this will induce strategic defensive and aggressive responses from different organizations. Some organizations will seek to fight and adapt to this new world through innovative competition. Other firms will fight through political connections. Most incumbent firms will have substantial investments in IP or in the business model it supports. Yet the intellectual property model is optimized for high-quality large volume centralized production and global sales of undifferentiated product. Much industrial and labour regulation is built on that model. How governments support such industries is predicated on the stability of this model. The Alchian-Allen effect threatens to upset that model. Political pushback will invariably take the form of opposing most new business models and the new entrants they carry. Conclusion I have presented here a lesser-known but important theorem in applied microeconomics – the Alchian-Allen effect – and explain why its inverse is central to understanding the evolution of new media industries, and also why cute animals proliferate on the Internet. The theorem states that when a fixed cost is added to substitute goods, consumers will shift to the higher quality item (now relatively less expensive). The theorem also holds in reverse, when a fixed cost is removed from substitute items we expect a shift to lower quality consumption. The Internet has dramatically lowered fixed costs of access to media consumption, and various development platforms have similarly lowered the costs of production. Alchian-Allen predicts a shift to lower-quality, ”bittier” cuter consumption (Cowen). References Alchian, Arman, and William Allen. Exchange and Production. 2nd ed. Belmont, CA: Wadsworth, 1967. Anderson, Chris. Makers. New York: Crown Business, 2012. Banks, John, and Jason Potts. "Consumer Co-Creation in Online Games." New Media and Society 12.2 (2010): 253-70. Beinhocker, Eric. Origin of Wealth. Cambridge, Mass.: Harvard University Press, 2005. Bentley, R., et al. "Regular Rates of Popular Culture Change Reflect Random Copying." Evolution and Human Behavior 28 (2007): 151-158. Borcherding, Thomas, and Eugene Silberberg. "Shipping the Good Apples Out: The Alchian and Allen Theorem Reconsidered." Journal of Political Economy 86.1 (1978): 131-6. Cowen, Tyler. Create Your Own Economy. New York: Dutton, 2009. (Also published as The Age of the Infovore: Succeeding in the Information Economy. Penguin, 2010.) Cowen, Tyler, and Alexander Tabarrok. "Good Grapes and Bad Lobsters: The Alchian and Allen Theorem Revisited." Journal of Economic Inquiry 33.2 (1995): 253-6. Cuellar, Steven. "Sex, Drugs and the Alchian-Allen Theorem." Unpublished paper, 2005. 29 Apr. 2014 ‹http://www.sonoma.edu/users/c/cuellar/research/Sex-Drugs.pdf›.Earl, Peter. The Economic Imagination. Cheltenham: Harvester Wheatsheaf, 1986. Earl, Peter, and Jason Potts. "The Market for Preferences." Cambridge Journal of Economics 28 (2004): 619–33. Eid, Jean, Travis Ng, and Terence Tai-Leung Chong. "Shipping the Good Horses Out." Wworking paper, 2012. http://homes.chass.utoronto.ca/~ngkaho/Research/shippinghorses.pdf Potts, Jason, et al. "Social Network Markets: A New Definition of Creative Industries." Journal of Cultural Economics 32.3 (2008): 166-185. Quiggin, John, and Jason Potts. "Economics of Non-Market Innovation & Digital Literacy." Media International Australia 128 (2008): 144-50. Razzolini, Laura, William Shughart, and Robert Tollison. "On the Third Law of Demand." Economic Inquiry 41.2 (2003): 292–298. Staten, Michael, and John Umbeck. “Shipping the Good Students Out: The Effect of a Fixed Charge on Student Enrollments.” Journal of Economic Education 20.2 (1989): 165-171. Stigler, George. "The Theory of Economic Regulation." Bell Journal of Economics 2.1 (1971): 3-22. Thornton, Mark. The Economics of Prohibition. Salt Lake City: University of Utah Press, 1991.Thornton, Mark. "The Potency of Illegal Drugs." Journal of Drug Issues 28.3 (1998): 525-40.

Depending on your perspective, Non-Fungible Token (NFT) artworks are inaugurating an exciting new chapter in the history of art, or a dangerous new chapter in the history of online market bubbles. NFTs index artworks, and are typically strings of characters stored on a blockchain such as Ethereum. NFTs are not exclusively used to index artworks, and have been used to index a range of collectibles, but it is the sale of NFTs associated with artworks that has launched the phenomenon into public consciousness. Perhaps the most famous example of this is the digital artist Beeple’s sale of an NFT for the equivalent of $69 million (Krastrenakes). For some, such staggering prices suggest NFTs are poised to become the next Beanie Babies—i.e., commodities without utility that sell at vastly inflated prices. Despite such cynicism, some argue that NFTs have revolutionary technical import, such that they could overturn many common and unequal practices within the contemporary art market (Rennie et al.). Chief among these is the supposed disposability of digital artworks, which are viewed as difficult to sell, resell, and protect from piracy. Such issues are thought to be ameliorated by NFTs, since they function as a token that is understood to stand as a “definitive indicator of ownership” of digital artworks (Mackenzie and Bērziņa 2). Or, as Rachel O’Dwyer has summarised, NFT art auctions like the Ethereal Summit held in New York in 2018 allow individuals to bid for the “ownership and provenance details of the works of art encrypted in the Ethereum blockchain and represented by a token” (O’Dwyer). Unlike a more conventional artwork, such as a painting, NFT artworks typically take the form of JPEGs or GIFs, and therefore circulate the Internet widely, regardless of who owns the token that designates ownership. While reproductions and printed documentations of traditional artworks are commonplace—e.g., art gallery giftshops will often sell relatively low-cost posters of masterpieces like Picasso’s Guernica, or coffee table books showcasing the masterworks of influential movements like post-impressionism—there are obvious material differences between the reproduction and the original. In the case of the typically digital NFT artworks, this distinction does not apply. Accordingly, the academic and popular discussions that surround NFT artworks have reignited theoretical questions around the ontological status of artworks, and the source of their economic value. For some, the NFT market is a financial bubble and the prices attracted by particular NFT-linked artworks have no underlying value (BBC News). For others, the value of NFTs can be explained through an appeal to the value subjectively attributed to the image or animation by the purchaser (Nguyen), while for others the value of NFTs should be understood in terms of digital scarcity and provenance (Rennie et al.; Joselit) or as a technological means for artists to maintain a greater share of their artwork’s value (Kugler). While the NFT market is novel, and is worthy of study in terms of its specific technological and economic forms, this article will argue that NFTs can be placed in a longer history of the emergence of what Luc Boltanski and Arnauld Esquerre have called the “enrichment economy”. In their Enrichment: A Critique of Commodities, Boltanski and Esquerre argue that, since at least the last quarter of the twentieth century, a new site of valorisation has emerged in post-industrial economies. According to Boltanski and Esquerre, globalisation and deindustrialisation provoked many economies to embrace tourism, luxury good production, and the commodification of heritage and culture as new sites of extraction. As the viability of the mass production of commodities has receded, the production of unique commodities and transient yet “unforgettable” experiences have become more economically significant. For Boltanski and Esquerre, enrichment refers both to the often-discursive refining and redefining of existing commodities—such that they fetch greater prices—and a greater emphasis on an economy for those with disposable income—such as tourists, art collectors, and the wealthy more generally (3-4). Often, Boltanski and Esquerre argue, the enrichment economies of art and luxury tend to mine and exploit the “underlying substratum that is purely and simply the past” (2). For this reason, the enrichment economy requires the production of new forms of authenticity, “aura”, and belief, such that the overlooked or taken-for-granted objects of the past can be reframed as unique and worthy of investment or consumption. The interesting question, then, is not necessarily that of why someone would pay a large sum of money to own a piece of code on a blockchain, but, instead, that of how a particular piece of contemporary art or an NFT comes to be “enriched” with authenticity and aura. While a thoroughgoing discussion of this topic would require a longer piece, this article will nevertheless attempt to open up connections between art history, debates around the production of artistic value during and after Modernism, and the newly emerging NFT art market. While many have declared that NFTs are “disrupting the art market” (Tripathi)—supposedly evinced by the staggering growth of the NFT market, and emerging institutional recognition, such as ArtReview’s decision to place an NFT at the top of their Power 100 List for 2021—this article seeks to locate the NFT explosion within a slightly longer timeframe, one in which NFTs would feature as a continuation—albeit a non-linear one—rather than a disruption of ongoing cultural and economic logics. Value and Void Despite the incredulity that commonly meets NFT artworks, the contemporary art market similarly flaunts conventional understandings of aesthetic and economic value. While many would surely agree with journalist Amy Castor’s claim that “it’s hard to justify that a Bored Ape NFT is worth $300,000 based on the art” (quoted in Artnet), almost identical criticisms have been raised around the contemporary artist Maurizio Cattelan’s 2019 work Comedian. Released in an edition of three, Comedian consisted of a banana duct-taped to a wall, with two of the three selling for $120,000 each. As Sara Callahan puts it, works like Comedian reignited debates around “what makes something a high-priced artwork when another, seemingly identical, object is not?” (Callahan). While NFTs are reawakening interest in the question of artistic value, the financialisation of cheaply made and mass-produced artworks has a much longer history. Indeed, by the 1960s, a booming secondary art market that traded in increasingly expensive, yet cheap-to-produce avant-garde works—often requiring relatively small amounts of time and inexpensive materials—raised suspicions that art was becoming indistinguishable from more traditional financial assets. In response, in 1968 the influential art critic Leo Steinberg argued that, “avant-garde art, lately Americanized, is for the first time associated with big money. … Another decade, and we shall have mutual funds based on securities in the form of pictures held in bank vaults” (quoted in Beech 300). As Dave Beech has shown, in the ensuing period, “art’s relationship to finance capital has outstripped Steinberg’s worst fears” (Beech 301). By the 1980s, banks allowed individuals to borrow large sums of money against the value of their art collections, and investment in artworks became a normal practice of portfolio diversification (Beech 299–300). When interest rates are low, investments in productive capital offer low levels of liquidity, and international markets appear vulnerable to shocks, artworks—whether physical or in the form of an NFT—offer a means of hedging against future losses. Furthermore, in both the contemporary art market and the NFT market, purchases of artworks at inflated prices often allow an individual to prevent “the bottom from falling out of a market they have already invested in” (O’Dwyer). The fact that artworks could hold a value well in excess of the cost of the materials or labour time required to produce them, was not solely recognised by art collectors and investors. Instead, this period saw a great number of artists explicitly playing with the aporia that had emerged around art’s economic value—insofar as ready-made artworks could now fetch prices typically reserved for laboriously produced and unique masterpieces. Take, for example, Yves Klein’s project Zones of Immaterial Pictorial Sensibility, which he developed over the late 1950s and early 1960s. In these works, Klein offered collectors the opportunity to purchase a void or “immaterial zone” for varying quantities of gold, with “20 grams (3/4 ounce) of pure gold for the Zones of series no. 1, the least expensive, to 1,280 grams (27/8 pounds) for those of series no. 7, the most expensive” (Cras 24). In exchange for the gold, the void-owner would receive a receipt as proof of purchase. However, for the work to be completed, Klein requested that the receipt be burned by the collector, and in response Klein would throw half of the received gold into the river Seine (Cras 24). By destroying the proof of purchase, and by releasing some of the gold into the river, the collector would receive “the full authentic immaterial value of the work” (Klein quoted in Cras 24). We see some resemblances here between Klein’s Zones and NFTs—and here Klein is no exception, since, as Cras has documented, the 1960s were replete with artists experimenting with the production of artworks as novel financial assets. For Cras, it was a time in which “the problem of attaching a price to works of art and offering them for sale, traditionally considered to be external to creation in this domain, was now incorporated in artistic practice” (Cras 3). If artists were increasingly embracing the artwork’s status as an asset, and if the price of artworks became divorced from luxurious materials or skilled production, how were artworks able to assert themselves as valuable and worthy of collection and investment? How is that, rather than the decoupling of artworks from some secure material base of value diminishing their market value, such decoupling has instead led to immense growth in the art market? In order to pursue this question, in the next section we will turn to Beech’s rethinking of the Marxist labour theory of value in the context of the art market. Value and Labour Here, it is worthwhile to turn to Beech’s distinction between the price of the artwork and the value of the artwork. For Beech, an artwork’s price is whatever sum of money it can be exchanged for in the market. Most neoclassical economists treat price and value as being synonymous, and, from this position, it makes no sense to ask if an artwork is worth—or if its value is equivalent—to its current price. As Beech writes, “neoclassical economics claims to be able to treat the sale of artworks as a standard transaction with prices determined entirely by demand and the subjective perception of utility by wealthy purchasers” (Beech 291). Against this view, Beech offers a Marxist interpretation of artistic value, one that emphasises labour-time in the production of artistic reputation. Reputation is key here, as Beech dismisses the notion that an increase in artistic labour-time increases the value of an artwork. Against neoclassical economists, Beech (311) writes that “the increase or decrease in the price of artworks is not ‘a floating crap game’, but is determined by the changing circumstances of the artwork itself vis-à-vis the esteem it is held in by the art community”. Accordingly, Beech states that the prices of artworks are seriously affected—perhaps even driven—by the non-purchasing “consumers” of art, namely academics, commentators, and other artists, who determine the general reputation of artworks. Accordingly, if we want to understand the prices of artworks at the marketplace, we need to focus our attention on art’s evaluative discourses, the production of knowledge, and the practices of producing objects that provide an assessment and legacy for a work or body of work, such as photographic reproductions and monographs. Artistic value as reputation is not only expressed through the economic consumption of products, but in the activities of learning from them, asking questions of them, reconfiguring them in new products, combining them and rejecting them. The high prices of art derive from the high status of the work within the discourses of art (Beech 312). Whereas the conventional Marxist labour theory of value focusses on the socially necessary labour time for the production of a commodity, Beech emphasises the labour of the consumer rather than that of the producer. As we have shown, an artwork that takes very little time to produce—such as Cattelan’s Comedian—can attract a much larger price than a painting by a lesser-known artist who spends months in the studio. Nevertheless, Beech argues that the greater the labour time of the non-purchasing consumers of art, the greater the artwork’s value. By maintaining a distinction between price—the quantity of money an artwork can be exchanged for—and value—the total of labour-time expended in discussing, viewing, and reproducing an artwork—Beech provides us with a framework for understanding how prices emerge, without exaggerating the predictive powers of such a framework. If an artist’s work is priced relatively low, but the discourse around their work is expanding rapidly, there is the potential to make a purchase below value, even if this investment is still speculative. By contrast, the neoclassical perspective renders this approach to the price/value relationship unthinkable. What, then, distinguishes artistic—or artworld—discourse from marketing? Beyond the simple observation that marketing teams are directly employed by capitalists in order to push a message that is directly related to increasing surplus-value, Beech argues that “it is a condition of the contribution of art discourse to the inflation of the value of art that it is independent from the economic interests at stake” (Beech 313). Though Beech does not put it this way, we could argue that the gap between artistic discourse and those who stand to financially benefit from the inflation of an artwork’s value produces the “aura” of the artwork. Coca-Cola’s marketing team is unlikely to change its opinion about its famous product, whereas art discourse is produced—for the most part—by a decentralised “artworld” of curators, critics, museologists, historians, philosophers, artists, and viewers, all of whom gravitate towards certain works at certain times—and it is arguably the uncertainty and uncoordinated nature of these shifts in reputational favour that make certain works feel miraculous. While, in the short term, a Bored Ape, and an artwork like Comedian, can attract a high price, it is unlikely that these artworks will maintain that price overtime—for this to happen, one would have to imagine an ongoing process of enrichment, one that would find new conversations to have about such works beyond the novelty of their unlikely price tags. Enriching the Blockchain While recent years have seen the publication of impressive and sophisticated quantitative studies of the NFT market, such studies have focussed on the quantifiable aspects of value and reputation (Vasan et al.; Nadini et al.). While such research has shown that connection to prominent collectors, and visibility on popular crypto-platforms, is an indicator of the expected price of an NFT, Beech’s research suggests that a range of difficult-to-quantify factors must be taken into consideration. While quantifiable forms of influence are of course important, the capacity for an artwork—linked to an NFT or not—to be discursively enriched, such that its status as historically and culturally significant appears independent from the testimony of those who would financially benefit from its revaluation, appears vital for its long-term enrichment and accrual of value. Some have attempted to articulate the emerging value of the NFT market in such terms. For example, Paul Dylan-Ennis claims that in order to understand CryptoPunks—one of the older artistic series to be linked to NFTs, and which can sell for up to $1.6 million—we must appreciate that they “are sought after because of their age, like blockchain antiques” (Dylan-Ennis). For Dylan-Ennis, NFTs like Cryptopunks are valuable insofar as they are “the oldest NFTs”, and, accordingly, it is “their ‘metadata’” or their “longevity on the blockchain” that is desired (Dylan-Ennis). In Dylan-Ennis’s account, NFTs are worth investing in because their past will one day be historically significant, hence his injunction for us to “look past the art and look at the medium to get what is going on” (Dylan-Ennis). But rather than looking at the medium, perhaps it is more fruitful to look to the institutional forms that nurture, generate, and circulate the reputational discourses that modify artistic value. In doing so, we will not only avoid the conservative move of denouncing NFT artworks on the basis of an arbitrary aesthetic standard, but also the utopian move of associating NFTs with the fantasy of a future “in which the subject is free from coercive mediating institutions, the state chief among them, wielding data certainty as a means of freedom and social transformation” (Jutel 4). Rather than NFTs freeing the digital artist from the problems imposed by ease of reproduction, we can see that the reputational value of the artwork linked to a non-fungible token requires the fungibility of reproduction, circulation, commentary, and discussion. NFT boosters have been quick to critique the institutions that have traditionally provided the training that fosters such discourse and expertise—in the form of the non-purchasing consumers discussed by Beech— as gatekeepers that exploit artists. While we should acknowledge the gross inequities of the artworld and academia, such institutions have nevertheless been relatively historically successful in their attempt to produce large audiences that can participate in the enrichment of past objects, and the connection of new objects to that past. The challenge that the cryptoworld will face, is whether, like the artworld, it can marshal similar long-term discursive labour in the process of enrichment. If it cannot, we may ironically see the same “gatekeeping” institutions of the artworld invoked to bolster the value of the NFT market. References Artnet. “‘They’ve Created Perceived Value Out of Thin Air’: The Whole Bored Ape Yacht Club Phenomenon, Explained.” 8 April 2022 <https://news.artnet.com/multimedia/the-art-angle-podcast-bored-ape-yacht-club-2094073>. BBC News. “What Are NFTs and Why Are Some Worth Millions?” 23 Sep. 2021. <https://www.bbc.com/news/technology-56371912>. Beech, Dave. Art and Value: Art’s Economic Exceptionalism in Classical, Neoclassical and Marxist Economics. Leiden: Brill, 2015. Boltanski, Christian, and Arnauld Esquerre. Enrichment: A Critique of Commodities. Trans. Catherine Porter. London: Polity, 2020. Callahan, Sara. “The Value of a Banana: Understanding Absurd and Ephemeral Artwork.” The Conversation 8 Oct. 2020. <https://theconversation.com/the-value-of-a-banana-understanding-absurd-and-ephemeral-artwork-147689>. Cras, Sophie. The Artist as Economist: Art and Capitalism in the 1960s. Trans. Malcolm DeBevoise. Massachusetts: Yale UP, 2019. Dylan-Ennis, Paul. “NFT Art: The Bizarre World Where Burning a Banksy Can Make It More Valuable.” The Conversation 6 Mar. 2021. <https://theconversation.com/nft-art-the-bizarre-world-where-burning-a-banksy-can-make-it-more-valuable-156605>. Krastrenakes, Jacob. “Beeple Sold an NFT for $69 Million.” The Verge 11 Mar. 2021. <https://www.theverge.com/2021/3/11/22325054/beeple-christies-nft-sale-cost-everydays-69-million>. Kugler, Logan. “Non-Fungible Tokens and the Future of Art.” Communications of the ACM 64.9 (2021). DOI: 10.1145/3474355. Mackenzie, Simon, and Diāna Bērziņa. “NFTs: Digital Things and Their Criminal Lives.” Crime Media Culture (2021). DOI: 10.1177/17416590211039797. Nadini, Matthieu, et al. “Mapping the NFT Revolution: Market Trends, Trade Networks, and Visual Features.” Scientific Reports 11.20902 (2021). DOI: 10.1038/s41598021000538. Nguyen, Terry. “The Value of NFTs, Explained by an Expert: How Emotional Attachment to Certain Items and Gifts Could Affect Our Understanding of Value.” Vox 31 Mar. 2021. <https://www.vox.com/the-goods/22358262/value-of-nfts-behavioral-expert>. O’Dwyer, Rachel. “A Celestial Cyberdimension: Art Tokens and the Artwork as Derivative.” Circa Art Magazine 3 Dec. 2018. <https://circaartmagazine.net/a-celestial-cyberdimension-art-tokens-and-the-artwork-as-derivative/#_ftn21>. Joselit, David. “NFTs, or the Readymade Reversed.” October 175 (2021): 3–4. Jutel, Olivier. “Blockchain Imperialism in the Pacific.” Big Data & Society (2021). DOI: 10.1177/2053951720985249. Rennie, Ellie, et al. “Provocation Paper: Blockchain and the Creative Industries.” RMIT, 2019. <https://apo.org.au/sites/default/files/resource-files/2019-11/apo-nid267131.pdf>. Tripathi, Smita. “How NFTs Are Disrupting the Art World.” Business Today 20 Feb. 2022. <https://www.businesstoday.in/magazine/luxury-lifestyle/story/how-nfts-are-disrupting-the-art-world-321706-2022-02-15>. Vasan, Kishore, et al. “Quantifying NFT-Driven Networks in Crypto Art.” Scientific Reports 12.2769 (2022). DOI: 10.1038/s41598-022-05146-6.

Cute pictures of animals feature as an inoffensive and adorable background to the contemporary online experience with cute content regularly shared on social media platforms. Indeed the demand for cuteness is so strong in the current cultural milieu that some animals become recognisable animal celebrities in the process (Hepola). However, despite the existence of this professionalisation in some sections of the cute economy, amateurs produce the majority of cute content that circulates online. This is largely because one of the central contributors to this steady stream of cute animal pictures is the subforum Aww, hosted on the online community Reddit. Aww is wholly dedicated to pictures of cute things and allows users to directly submit cute content directly to the site. Aww is one of the default subforums that new Reddit users are automatically subscribed to and is immensely popular, featuring over 4.2 million dedicated subscribers as well as untold casual visits. The section is self-described as: “Things that make you go AWW! -- like puppies, and bunnies, and so on...Feel free to post pictures, videos and stories of cute things” ("The cutest things on the internet!"). Users upload cute animal photos that they have taken and wait for the Reddit community to vote on their favourite pictures. The voting mechanism helps users to acknowledge their favourite posts, with the most popular featured on the front page of Aww (for a detailed critique of this process see van der Nagel 2013). The user-generated model of the site means that instead of visitors being confronted with a formally curated selection of cute animal photos, Aww offers a constantly changing mixture of amateur, semi-pro and professional content. Aww - and Reddit more generally - stand as an emblematic example of participatory culture (Jenkins 2006), with users playing an active role in the production and curation of online content. However, given the commercial nature of many user-generated content sites, this amateur media activity is becoming increasingly subject to intellectual property claims and conflicts (see Burgess; Kennedy). Across the internet there are growing tensions between website operators and amateur producers. As Jenny Kennedy (132) notes, while these platforms promote a public rhetoric of “sharing”, these corporate narratives “downplay their economic power” and imply “that they do not control the practices contained within their sites”. Subsequently, the expectations of users regarding how content is managed and organised can differ substantially from the corporate goals of social media companies. This paper contributes to the growing body of literature interested in the politics of amateur media production (see Hunter and Lastowka; Benkler; Burgess; Kennedy) by exploring the emergence of attribution norms and informal enforcement measures in and around the Aww online community. In contrast to professional content creators, amateurs often have fewer resources on hand to protect their copyrighted work and are also challenged by a pervasive online rhetoric that suggests that popular content essentially “belongs to the Internet” (Douglas). A number of communities on Reddit have questioned the company’s handling of amateur content with users suggesting that Reddit actively seeks to de-contextualise original content and not attribute original creators. By examining how amateur creators and online communities regulate content online, I interrogate the power relations that exist between social media platforms and users and explore how the corporate rhetoric of participatory culture interacts with the legal framework of copyright law. This article also contributes to existing legal scholarship on communities of practice and norms-based intellectual property systems. This literature has explored how social norms effectively regulate the protection of, among other things, recipes (Fauchart and Von Hippel), fashion design (Raustiala and Sprigman) and stand-up comedy routines (Oliar and Sprigman), in situations where copyright law does not function as an effective regulatory mechanism. Often these norms are in line with copyright law protections, but in other cases they diverge from these legal principles. In this paper I suggest that particular sections of Reddit function in a similar way, with their own set of self-governing norms, and that these norms largely align with the philosophical aims of copyright law. The paper begins by outlining a series of recent debates that have occurred between amateur media creators and Reddit, before exploring how norms are regulated on Reddit subforums Aww and Karma Court. I then offer some brief conclusions on the value of paying attention to how social norms structure forms of “sharing” (see Kennedy) and provide a useful way for amateur media producers to protect their content without going through formal legal processes. Introducing Reddit and the Confused Politics of Amateur Content Reddit is a social news site, a vibrant community and one of the most popular websites online. It stands as the most visible iteration of a long-standing tradition of user-generated and managed news, one that goes back to websites like Slashdot, which operated in the mid to late-90s. Founded in 2005 Reddit was launched after only one funding round of venture capital, receiving $100k in seed funding from Y Combinatory (Miller). Despite some early rivalry between Reddit and competitor site Digg, Reddit had enough potential to be purchased by Condé Nast for an estimated $20 million (Carr). Reddit’s audience numbers have grown exponentially in the last few years, with the site currently receiving over 5 billion page views and 114 million unique visitors per month (“About Reddit”). It has also changed focus significantly in the last few years with the site now “as much about posting interesting or funny pictures as it is about news” (Sepponen). Reddit hosts a number of individual subforums (called subreddits), which focus on a particular topic and function essentially like online bulletin boards. The front-page of Reddit showcases the most popular content from across the whole website, and user-generated content features heavily here. Amateur media cannot spread without the structural support of social media platforms, but this support is qualified in particular ways. Reddit stands as a paradigmatic case. Users on Reddit are “incentivized to submit direct links to images, because viewers can get to them more easily” (Douglas) and the website encourages amateur creators to use a preferred content server – Imgur – to host images. The Imgur service provides a direct public link to an image – even bypassing the Reddit discussion page – and with its free hosting and limited ads it has become a popular service and is used by most Reddit users (Slater-Robins). For the majority of Reddit users this is an unproblematic partnership. Imgur is free, effective and fast. However, a vocal minority of Reddit users and amateur creators claim that the partnership between Reddit and Imgur has created the equivalent of an online ghetto (Douglas).As Nick Douglas explains, when using services like Imgur there is no requirement to either provide an external link to a creators website or to attribute the creator, limiting the ability for an amateur creator to gain exposure. It also bypasses existing revenue streams that may have been set up by creators, including ad-supported websites or online stores offering merchandise. As a result creators have little opportunity to benefit either economically or reputationally from this system. This occurs to such an extent that “there are actually warnings against submitting your own [original] work” to particular subforums on Reddit (Douglas). For example, some forum moderators require submissions to either “link directly to a specific image file or to a website with minimal ads” (“Reddit Pics”). It is in this context, that the posting of original content without attribution is not actively policed. There are a number of complaints circulating within the Reddit community about these practices (see “Ok, look people. I know you heart Imgur, but webcomics? Just link to the freaking site”; “The problem with reddit”). Many creators have directly protested against this aspect of Reddit’s structural organisation. Blogger Benjamin Grelle (a.k.a The Frogman) and writer Chris Menning are two notable examples. Grelle’s protest was witty and dramatic. He wrote a blog post featuring a picture of an email he sent to Imgur offering the company a choice: send him a huge novelty check for $10,000 or alternatively, add a proper attribution system that allows artists, photographers and content creators to properly credit their work. Grelle estimates that his work generated around $20,000 in ad revenue for Imgur; however the structure of Reddit and Imgur meant he earned little income from the “viral” success of his content. Grelle claimed he was happy for his work to be shared, but attribution meant that it was more likely a fan would follow the link to his website and provide him with some financial recompense for his work. Unsurprisingly, Grelle didn’t receive a paycheck and so in response has developed a unique way to gain exposure. He has started to insert himself into his work, “[s]o when you see a stolen Frogman piece, you still see Ben Grelle’s face” (Douglas). Chris Menning posted a blog about being banned from Reddit, hoping to bring to light some of the inequalities that persist around Reddit’s current structure. He began by noting that he had received a significant amount of traffic from them in the past. He had responded in kind by looking to create original content for particular subforums, knowing what a particular community would enjoy. However, his habit of providing the link to his own website along with the content he posted saw him get labelled as a spammer and banned by administrators. Menning chose not to fight the ban:It seems that the only way I could avoid [getting banned] is if I were to relinquish any rights to my original content and post it exclusively to Imgur. In effect, reddit punishes the creation of original content, and rewards content theft (Menning). Instead he decided to quit Reddit, claiming that Reddit’s approach would carry long-term consequences as the platform provided little incentive for creators to produce wholly original content. It is worth noting that neither Menning nor Grelle turned to legal avenues in order to gain financial restitution. Considering the nature of the practices they were complaining about, compensation in the form of an injunction or damages would have certainly been possible. In Benjamin’s case, a user had combined a number of his copyrighted works into one image and posted the image to Imgur without attribution --this infringed Grelle’s copyright in his work as well as his moral right to be attributed as the creator of the work. However, the public comments of both creators suggest that despite the possibility of legal success, their issue was not so much to do with their individual cases but rather the broader structural issues at play within Reddit. While they might gain individually from a successful legal challenge, over the long term Reddit would continue to be a fraught place for amateur and semi-professional content creators. Certain parts of the Reddit community appear to be sympathetic to these issues, and the complaints of dissenting users like Menning and Grelle have received active support from some users and moderators on the site. This has led to changes in the way content is being posted and managed on Aww, and has also driven the emergence of a satirical user-run court entitled Karma Court. In these spaces moderators and members establish community norms, regularly police the correct attribution of works and challenge the de-contextualisation of content overtly encouraged by Reddit, Imgur and other subforums. In the following section I will examine both Aww and Karma Court in order to explore how these norms are established and negotiated by both moderators and users alike. reddit.com/r/aww: The Online Hub of Cute Animal Pictures As we have seen, the design of Reddit and Imgur creates a number of problems for amateur creators who wish to protect their intellectual property. To address these shortcomings, the Aww community has created its own informal regulatory systems. Volunteer moderators play a crucial role: they establish informal codes of conduct for the Aww community and enforce various rules about how the site should be used. One of these rules relates to attribution. Users are asked to to “post original content whenever possible or attribute original content creators” ("The cutest things on the internet!"). Due to the volunteer nature of the work and the size of the Aww sub-reddit, moderator enforcement is haphazard. Consequently, responsibility falls on the wider user community to self-police. Despite its informal nature, this process manages to facilitate a fairly consistent standard of attribution. In this way it functions as an informal method of intellectual property protection. It is worth noting however that this commitment to original content is not solely due to the moral character of Aww users. A significant motivation is the distribution of karma points amongst Reddit users. Karma, which represents your good standing within the Reddit community, can be earned through user likes and votes – these push the most popular content to the front page of each subforum. Thus karma stands as a numerical representation of a user’s value to Reddit. This ostensibly democratic system has the paradoxical effect of fuelling intellectual property violations on the site. Users often repost other users’ jpegs, animated gifs, and other content, in order to reap the social and cultural capital that comes with posting a popular picture. In some cases they claim authorship of the content; in other cases they simply re-post content that they feel “belongs to the internet” (Douglas). Some content is so popular or pervasive online (this content that is often described as “viral”) that users feel there is little reason or need to attribute content. This helps to explain the persistence of ownership and attribution conflicts on Reddit. In the eyes of some users and moderators the management of these rights and the correct distribution of karma are seen to be vital to the long-term functioning of site. The karma system offers a numerical representation of each contributor’s value. Re-posting already successful content and claiming it as your own challenges the proper functioning of the karma system and potentially ‘inhibits the innovative potential of contributions (Richterich). On Aww the re-posting of original content is viewed as a taboo act that breaches these norms. The poster is seen to have engaged in deceptive conduct in order to gain karma for their user profile. In addition there is a strong ethic that runs through these comment threads that the original creator deserves attribution. There is a presumption that this attribution is vital in order to increasing the possible marketability of the posted content and to recognise and courage creators within the community. This sort of community-driven regulation contrasts with the aforementioned site design of Reddit and Imgur, which frustrates effective authorship attribution practices. Aww users, in contrast, have shown a willingness to defend what they see as the intellectual property rights of content creators.A series of recent examples outline how this process works in practice. User “moonlikeme123” posted a picture of a cat with its hands on the steering wheel of a car. The picture was entitled “we don’t need to ask for directions, Helen”. During the same day, three separate users had identified the picture as a repost, with one noting that the same picture was already on the front page of Aww. “moonlikeme123” received no karma points for the picture. In a second example, the user “nibblur” posted a photo of a kitten “hunting” a toy mouse. Within a day, one enterprising user had identified the original photographer – “torode”, an amateur photographer – and linked to his Reddit profile (see fig. 2) ("ferocious cat hunting its prey: aww."). One further example: on 15 July 2013 “Cuzacelmare” posted a picture of two dogs comforting each other – an image which had originally been posted by “lauface”. Again, users were quick to point out the lack of attribution and the attempt to claim someone else’s content as their own (“Comforting her sister during a storm: aww). It is worth noting that some Reddit users consider attributing content to be entirely without benefit. Some deride karma as “meaningless” and suggest that as a significant amount of content online is regularly reposted elsewhere, there is little harm done in re-posting what is essentially amateur content destined to be lost in the bowels of the internet. For example, the comments that follow Cuzacelmare’s reflect an ambivalence about reposting, suggesting that users weigh up the benefits of exposure gained by the re-posting against the lack of attribution granted and the increasingly decontextualized nature of the photo itself:Why does everyone get so bitchy about reposts. Not everyone is on ALL the time or has been on Rreddit since it was created. I mean if you've seen it already ignore it. It's just picture you aren't forced to click the link. [sic] (“Comforting her sister during a storm: aww”)We're arguing semantics, but any content that gets attention can benefit the creator, whether it's reddit or Youtube (“Comforting her sister during a storm: aww”) Such discussions are common on comment threads following re-posts by other users. They underline the conflicted status of this ephemeral media and the underlying frictions that are part of these processes. These discussions underline the fact that on Reddit the “sharing” (Kennedy) and “spreading” (Jenkins et al.) of content is not seen as an unquestioned positive but rather as a contestable structural feature that needs to be constantly negotiated and discussed. These informal methods of identification, post-hoc attribution and criticism in comment threads have been the long-standing method used to redress questions of attribution and ownership of content on Reddit. However in recent times, Reddit users have turned to satirical methods of formal adjudication for particularly egregious cases. A sub-reddit, Karma Court, now functions as an informal tribunal in which punishment is meted out for “the abuse of karma and general contemptible actions heretofore identified as wrongdoing” (“Constitution and F.A.Q of the Karma Court”). Due to its double function as both an adjudicator and satire of users overly-invested in online debates, there is no limit to the possible “crimes” a user may be charged with. The following charges are only presented as guidelines and speak to common negative experiences on online: (1). Douchebaggery - When one is being a douche.(2). Defamation - Tarnishing another redditor's [user’s] username.(3). Public Indecency - When a user flexes his or her 'e-peen' with the intent to shame other users.(4). OhShit.exe - Intentional reposting that results in reddit Gold.(5). GrandTheft.jpg - Reposting while claiming credit for the post.(6). Obstruction of Justice - Impeding or interfering with an investigation, such as submitting false screenshots, deleting evidence, or providing false evidence to the court.(7). Other - Literally anything else you want. We like creative names for charges.(“Constitution and F.A.Q of the Karma Court”) In Karma Court, legal representation can be sourced from a list of attorneys and judges, populated by users who volunteer to help adjudicate the case. They are required to have been a Reddit member for over six months. The only punishment is a public shaming. Interestingly Karma Court has developed a fair reposting clause that attempts to manage the complex debates around reposting and attribution. Under the non-binding satirical clause, users are able to repost content if it has not featured on the front page of a sub-reddit for seven or more days, if the re-poster acknowledges in the title or description that they are re-posting or if the original poster has less than 30,000 link karma (which means that the original poster has not substantially contributed to the Reddit community). If a re-poster does not adhere by these rules and claims a re-post as their own original content (or “OC”), they can be charged with “grandtheft.jpg” and brought to trial by another Reddit user. As one of the most popular subforums, a number of cases have emerged from Aww. The aforementioned re-poster “Cuzacelmare” (“I am bringing /U/ Cuzacelmare to trial …”) was “charged” through this process and served with a summons after denying “cute and innocent animals of that subreddit of their much deserved karma”. Similar cases to do with re-posting without attribution on Aww involve “FreshCorio” (“Reddit vs. U/FreshCorio …”) and “ninjacollin” (“People of Reddit vs. /U/ ninjacollin”) who were also brought to karma court. In each case prosecutors were adamant that false authorship claims needed to be punished. With these mock trials run by volunteers it takes time for arguments to be heard and judgment to occur; however “ninjacollin” expedited the legal process by offering a full confession. As a new user, “ninjacollin” was reprimanded severely for his actions and the users on Karma Court underlined the consequences of not identifying original content creators when re-posting content. Ownership and Attribution: Amateur Media, Distribution and Law The practices outlined above offer a number of alternate ways to think about amateur media and how it is distributed. An increasingly complex picture of content attribution and circulation emerges once we take into account the structural operation of Reddit, the intellectual property norms of users, and the various formal and informal systems of regulation that are appearing on the site. Such practices require users to negotiate complex questions of ownership between each other and in relation to corporate bodies. These negotiations often lead to informal agreements around a set of norms to regulate the spread of content within a particular community, suggesting that the lack of a formal legal process in these debates does not mean that there is an absence of regulation. As noted throughout this paper, the spread of online content often involves progressive de-contextualisation. Website design features often support this process in the hopes of encouraging content to spread in a fashion amenable to their corporate goals. Considering this tendency for content to be decontextualized online, the presence of attribution norms on subforums like Aww is significant. Instead of remixing, spreading and re-purposing content indiscriminately, users retain a concept of ownership and attribution that tracks closely to the basic principles of copyright law. Rather than users radically redefining concepts of attribution and ownership, as prefigured in some of the more utopian accounts of participatory media, the dominant norms of the Reddit community extend a discourse of copyright and ownership. As well as providing a greater level of detail to contemporary debates around amateur media and its viral or spreadable nature (Burgess; Jenkins; Jenkins et al), this analysis offers some lessons for copyright law. The emergence of norms in particular Reddit subforums which govern the use of copyrighted content and the use of a mock court structure suggests that online communities have the capacity to engage in forms of redress for amateur creators. These organic forms of copyright management operate adjacent to formal legal structures of copyright law. However, they are more accessible and practical for amateur creators, who do not always have the money to hire lawyers, especially when the market value of their content might be negligible. The informal regulatory systems outlined above may not operate perfectly but they reveal communities who are willing to engage foundational conversations around the importance of attribution and ownership. Following the existing literature (Fauchart and Von Hippel; Raustiala and Sprigman; Schultz; Oliar and Sprigman), I suggest that these online social norms provide a useful form of alternative protection for amateur creators. Acknowledgements Thanks to Ramon Lobato and Emily van der Nagel for comments and productive discussions around these issues. I am also grateful to the two anonymous peer reviewers for their assistance in developing this argument. References “About Reddit.” Reddit, 2014. 29 Apr. 2014 ‹http://www.reddit.com/about/›. Benkler, Yochai. The Wealth of Networks: How Social Production Transforms Markets and Freedom. New Haven: Yale University Press, 2006. 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