Journal articles on the topic 'India. Centre for Advanced Study in Mass Communication'

Attitude is an important component of human being which is infl uence the acceptability or rejection of the any new technology or information. Scientifi c agricultural technology dissemination in the grassroots level might be failed due to negative attitude of the farmers or farm women on extension workers or organization. In this study farm women attitude on farm science centre scientist were identifi ed and a further study was conducted on infl uence of the predictors’ variables of the respondents on their attitude on farm science centre scientist. Ex-post facto research design and both purposive and random sampling method were used for selection of sample respondents. It is found from the study that the variable educational level, size of family, house type, annual income, type of land, irrigated area, livestock possession, material possession, association of the respondents with diff erent organization, social participation, scientifi c orientation, economic orientation, communication skill, mass media exposure, farm science centre exposure, sources of information, information seeking behavior, information exchange, decision making ability and agricultural knowledge had positively and signifi cantly correlated with the attitude of the farm women towards farm science centre scientist. It is concluded from the study that the predictor variables agricultural knowledge, scientifi c orientation, information seeking behavior and farm science centre exposure had positively and signifi cantly infl uenced on attitude of the farm women towards farm science centre scientist.

Solar e-rickshaw is a new means of transport and advanced technology that blends solar energy with mechanics. In simple words, a solar e-rickshaw is a three-wheeler powered by solar energy, suitable for short distances (Mulhall et al., 2010). Solar-powered e-rickshaws can support the daily operations of the drivers, helping them overcome range restrictions and make more money as they can avoid charge-wait periods during work hours. These solar e-rickshaws are also clean, environment friendly, sustainable energy. This study aimed to identify the lack of knowledge due to communication gaps in spreading awareness regarding advantages of solar e-rickshaw, which has led to less usage of e-solar rickshaws that has the potential to enhance the performance and energy efficiency for achieving environmentally sustainable transportation. This study is with special reference to Gurugram city in India. The methodology used for this study is in-depth interviews using semi-structured questionnaire and purposive sampling. The outcome of the study indicates that measures are needed to communicate and educate the e-rickshaw drivers and owners on its solar version and its benefits, for the solar e-rickshaw to come to mass use and acceptance.

Abdominopelvic tuberculosis often poses a diagnostic challenge due to its bizarre clinical features and inconclusive imaging features. Most such patients were categorized under advanced ovarian cancer and undergo radical cytoreductive surgery with its associated morbidity, which would otherwise resolve spontaneously with medical management. This is a retrospective study of ten patients referred to the Department of Surgical Oncology between November 2015 to October 2018 in a tertiary care centre at south Tamil Nadu, India as advanced ovarian cancer and later diagnosed to have tuberculosis.In 10 patients, the mean age was 34 years; mean CA125 was 496.6 IU/ml. abdominal pain and distension, loss of weight were seen in 70% of cases, respectively.Only one patient had a prior history of tuberculosis. The imaging findings were complex adnexal mass in 9 patients (90%), ascites in 6 patients (60%) and omental stranding in 6 patients (60%). Abdominal paracentesis was done in 6 patients (60%) and all had lymphocyte rich effusion. The diagnosis is established by laparotomy and biopsy in seven patients (70%), diagnostic laparoscopy in two patients (20%) and image-guided trucut biopsy in one patient (10%) with histopathology revealing caseating granulomas. With our patients' experience, a high index of suspicion is always needed whenever we encounter young women presenting with ascites, adnexal mass and elevated serum CA125 even when the routine investigations for tuberculosis reveal negative findings. The biopsy is the gold standard for establishing the diagnosis and to commence therapy.

379 Background: Gemcitabine/platinum (Gem-P) is currently the standard of care for patients with advanced biliary tract cancers based on the ABC02 study. Pts usually present in locally advanced (LA) stage in India and as surgery remains the only curative option- neoadjuvant (NA) strategy needs to be explored. Methods: This is retrospective analysis of the prospectively maintained database of 38 patients with LA GB cancer treated at TMC between Feb 2009 to May 2013. Aim of the study was to assess resectability rate in patients with LA GB cancer (defined as GB mass invading liver > 2cm without porta hepatis / vascular invasion, GB mass adherent to duodenum and hepatic flexure, coeliac/gastrohepatic adenopathy/portocaval and peripancreatic nodes). Pts received cisplatin 25 mg/m2 and gemcitabine 1000 mg/m2 on D1 and D8 of 21d cycle, for gem-oxaliplatin, pts received gemcitabine 1000mg/m2 D1 and oxaliplatin 100mg/m2 D2 every 14 days. Response was assessed after 3-4 cycles. Results: Of the 38 pts (median age 54 y,30-71; 11M, 29F, median CA19.9 19 (<2-74605), 33patients were treated with Gem-P (25 oxaliplatin, 8 cisplatin; 1cetuximab-Gem-P) based therapy and 5 pts received chemoradiotherapy (CTRT) with wkly gemcitabine 300mg/m2. Site of disease was liver in 22 pts, nodal in 12, adjacent organ in 9 & other in 3 pts. Median number of chemotherapy cycles given were 4 (1-12). Response rate to NA therapy was 5 (13%) complete response (CR), 17(45%) partial response (PR), 9 stable disease (SD), 5 (13%) progressive disease and not assessed in 2 patients (1 pt died post CTRT and 1 was inoperable at surgery). Overall clinical benefit rate (CR+PR+SD) was 82%. Of the 24 pts who underwent surgery, 21 (87%) had curative resection and 3 were inoperable. Of 9 pts with SD, 6 received 2nd –line NA therapy as they were not downstaged enough to undergo surgery– 4 CTRT, 1 gemcitabine-cape, 1 cape-Ox. Perioperative morbidity (biliary leak) was higher post CTRT. Overall, 7 pts have relapsed. Conclusions: This is the first report of the use of neoadjuvant chemotherapy in patients with LA GB cancer. We conclude that preoperative chemotherapy is feasible with acceptable toxicity and perioperative morbidity.

Background: International treatment guidelines dedicated to children and adolescents are not yet established, hence need for such studies like ours is required to throw light on demographic variations of ovarian tumors and developing specific guidelines for their management.Methods: It was a descriptive longitudinal study undertaken in the Department of Obstetrics and Gynaecology from February 2018 to July 2019. According to prevalence in our setup, 50 cases of adolescent girls and children were taken for study and subjected to thorough clinical assessment and investigations. After proper diagnosis, surgery was performed in all cases and depending upon histopathology and cytology, adjuvant chemotherapy was given in selected cases. Patients were followed up till 6 months after discharge.Results: The most common symptom was found to be abdominal pain (42%), most common sign abdominal mass (38%). Out of 50 cases, 12% were found to be malignant, all of germ cell origin. Epithelial tumors were found to be the most common ovarian tumors (52%) up to 20 years of age, out of which benign tumors had 48% epithelial origin. However, up to 10 years of age, germ cell tumors were found to be the most common (75%). Only 1 malignant case expired, belonging to mixed germ cell variety of advanced stage.Conclusions: Ovarian neoplasm is highly challenging, especially in adolescents and children due to the need for fertility preservation. Early detection, optimal therapy and intense follow up with psychological support to patients and families are the mainstay of treatment.

Background: Ovarian cancer is fast emerging as the leading cancer of the female genital tract. It is the second most common gynecological malignancy in India, but has poor outcomes making it the leading cause of gynecologic cancer related deaths. There is a paucity of data regarding demographic details, patterns of care and outcomes of ovarian epithelial malignancies in India. This is a study to evaluate the demographic details, clinical profile and pathology details of epithelial ovarian cancer registering in atertiary cancer center in Bangalore, Karnataka, India.Methods: This is a retrospective study of the case records of patients diagnosed with epithelial ovarian cancer from January 2012 to December 2014.Results: Malignantovarian tumors constituted 5.6% of all malignancies in women. 84 cases were of epithelial origin constituting 64.4% of all malignant ovarian tumors. 58% of patients were from Karnataka and 25% were from West Bengal. 27% underwent suboptimal surgery outside at presentation. The median age at presentation was 51 years. Most of the patients were parous (25% were para 2 and 3). 5% patients were nulliparous. Pain abdomen (39%) and abdominal distension/ bloating (16%) were the most common symptoms. 75% of these cases presented in III-IV stage. Method of diagnosis was: primary surgery and Biopsy of mass (50%), fine needle aspiration cytology of mass or ascites/ pleural effusion (40%), and diagnostic laparoscopy in (9.5%) of the patients. The most common histological variants were serous cystadenocarcinoma (32%) and mucinous adenocarcinoma (15%).Conclusions: Majority of the patients presented with vague nonspecific abdominal complaints which leads to delay in diagnosis. Most of the patients presented in advanced stage of the disease. Delay in diagnosis and improper management prior to registering in tertiary cancer centre was common. There is a need to improve awareness regarding ovarian cancer in general population and also primary care physician.

Solar e-rickshaw is a new means of transport and advanced technology that blends solar energy with mechanics. In simple words, a solar e-rickshaw is a three-wheeler powered by solar energy, suitable for short distances (Mulhall et al., 2010). Solar-powered e-rickshaws can support the daily operations of the drivers, helping them overcome range restrictions and make more money as they can avoid charge-wait periods during work hours. These solar e-rickshaws are also clean, environment friendly, sustainable energy. This study aimed to identify the lack of knowledge due to communication gaps in spreading awareness regarding advantages of solar e-rickshaw, which has led to less usage of e-solar rickshaws that has the potential to enhance the performance and energy efficiency for achieving environmentally sustainable transportation. This study is with special reference to Gurugram city in India. The methodology used for this study is in-depth interviews using semi-structured questionnaire and purposive sampling. The outcome of the study indicates that measures are needed to communicate and educate the e-rickshaw drivers and owners on its solar version and its benefits, for the solar e-rickshaw to come to mass use and acceptance.

Background: Breast cancer in younger women is a growing burden both in developed and Asian subcontinent. Despite studies showing varying results about the impact of age on treatment outcome and suboptimal survival, very few robust Indian studies have thrown light on this biologically different entity. Methods: Histologically / cytologically confirmed cases of non-sarcomatous, female ductal breast carcinoma patients of age group less than and equal to 45 years of all stages attending radiotherapy department of R.G Kar Medical College between January 2016-December 2018 were included in the study. Relevant information was obtained from patient`s files/case records. Database was locked on 31st March 2021.The baseline demographic profile, cancer subsites along with treatment provided were analysed using SPSS version 16 (IBM Inc, Armonk, New York, U.S.). Descriptive data are provided. Results: Total 272 patients were eligible for the study as per the inclusion criteria with median age of 39 years (22-45 years). Majority were urban married Hindu females. Majority were locally advanced and node positive high grade disease as per AJCC 7th staging system. Modified radical mastectomy was significantly higher than breast conservation surgery as the surgical modality (76 vs. 8.9%). 31.2%, 54.5% patients received neoadjuvant and adjuvant chemotherapy respectively.61% patients received curative intent radiotherapy either in conventional or hypofractionated schedule. Myelosuppression and oral mucositis were the major treatment related adverse events. Overall median PFS was 48 months. Conclusion: Breast cancer in younger age group is distinct in terms of disease biology. Effective screening and diagnostics modalities with focus on mass awareness amongst patients and health care workers are the cornerstone of improving outcome and survival. Keywords: breast cancer, young females, retrospective single institutional study.

Krishi Vigyan Kendra play an important role of information network development among the farmers and farm women through different training and extension programme. This empirical study was conducted to find out the role of Krishi Vigyan Kendra on information networks development of the farm women in sub Himalayan terai region of India and to identify the different factors influencing agricultural information network output of the farm women in terms of knowledge. The study was conducted in the Cooch Behar District of West Bengal with the help of an ex post facto research design. It is found from the study that social participation of farm women was high in case of the members of Self Help Groups, Mobility of the farm women were more in panchayat office. Majority of the farm women received farm information from farmers club/FPO, sources of informal farm information of the female farmers were higher in case of discussion with fellow farmers, mass media exposure of the farm women was higher in case of mobile phone and farm women visit the farm science centre whenever problems occur. It is also found from the study that the variables livestock possession, material possession, participation of FSC programme, communication skill, attitude of the farm women towards FSC scientist, mass media exposure, e resources exposure, decision making ability, type of family and occupation were influence more than 70% of the variability of the dependent variable agricultural information network output of the farm women. So, it is very essential for taking consideration above mentioned variable before implementation of any farm women orientated programme. It is revealed from the study that the residual errors were less in the regression model and there was some of variation that is not explained by the model. The research work would play important guidelines for expanding the information network in the field of agriculture through Krishi Vigyan Kendra.

Background: The global impact of COVID pandemic has been unprecedented and had expedited the urgent need of mass vaccination especially in a densely populated country like India. Sustained efforts in strategies for increase the vaccination campaigns are essential at the community level to address the acceptance of vaccines. The perception of public understanding on COVID vaccinations would help healthcare professionals advise the public on vaccination and guide policy decisions. The aim of the study was to discover knowledge gaps related to various aspects of COVID vaccination among the general population and enhance awareness that improves the vaccination practice.Methods: A semi structured questionnaire was administered exploring the knowledge and awareness of public was conducted in a tertiary care centre located in southern part of India. The study participants were contacted during the time of vaccination. The key domains we collected from our survey included general perception on vaccines, knowledge on vaccine practice, vaccination practices on special population, vaccine specific knowledge and vaccine related socio-cultural factors on vaccinations.Results: Valid and complete responses were obtained from 4471 participants, among this majority were female participants (61.04%) with the median age of 36 years. Majority of the participants had a belief that vaccines are effective 3415 (81.8%) for preventing COVID-19.Conclusions: Vaccination campaigns must consider strong public participation and contextually relevant communication tactics for the better acceptability. Furthermore, we need a targeted capacity building initiative with more emphasis towards vulnerable populations to be implemented on vaccination.

Abstract A walk-in type 222Rn calibration chamber of volume 22.7 m3, which has traceability to international standards, is established at the Centre for Advanced Research in Environmental Radioactivity, Mangalore University, India. It has a human–machine interface communication system, a programmable logic controller and sensor feedback circuit for controlling and data acquisition of relative humidity (RH) and temperature (T). An innovative method for the generation of desired 222Rn concentration (a few hundred Bq m−3 up to about 36 kBq m−3) using soil gas as a source was adopted. Leak rates of 222Rn from the chamber for the mixing fan ON and OFF conditions were determined to be 0.0011 and 0.00018 h−1 respectively. With the exhaust system fully turned on, the maximum clearance rate of the chamber was 0.58 ± 0.07 h−1. Excellent spatial uniformity in 222Rn concentration in the chamber was confirmed (with a mean value of relative standard deviation &lt; 12%) through measurements at 23 locations using CR-39 film-based passive devices. Demonstration of calibration applications was performed using charcoal canister and PicoRad vials as the 222Rn adsorption devices. The study shows that gamma spectrometry is a convenient alternative approach to liquid scintillation analysis of PicoRad vials for 222Rn measurement.

Background: Male sterilisation, i.e., Vasectomy is one of the safest and most effective contraceptive methods as it has very low complication and failure rates. According to the NFHS-5 data, the male sterilisation rates in India and Tamil Nadu are about 0.3% and 0.1% respectively. Though there is sufficient knowledge on the effectiveness of No-scalpel vasectomy, there is lack of acceptance of male sterilisation as a permanent method of contraception Objective: To assess the knowledge, attitude and practice of No-scalpel Vasectomy among married men of Kundrathur, Chennai Methodology: A cross-sectional study was conducted among 116 married men between 22 to 60 years of age, attending the Upgraded Primary Health Centre, Kundrathur by consecutive sampling. A pretested semi-structured questionnaire was used to assess their knowledge and practice. Attitude was measured using 4-point Likerts scale. Data was analysed using SPSS software version 21 Results: Among the 112 participants who consented to participate in the study, 82 i.e., 73.2% of them were aware of vasectomy and the most common source of information was Mass media (51.2%). 74.2% agreed that contraception was not the sole responsibility of a wife, yet 48.2% of them disagreed that men should undergo vasectomy. The most perceived barrier for non-acceptance of vasectomy was Lack of awareness (33%), followed by Impotency following vasectomy (13.4%) and “Inability to do heavy work following vasectomy (12.5%). None of the participants (0%) underwent vasectomy, whereas 57.1% were willing to undergo, and 61.6% were willing to recommend the same to others. Conclusion: There seems to be a huge gap between the knowledge, attitude and practice of No-Scalpel Vasectomy among the study population. Thus, intense behavioural change communication should be advocated to increase the awareness and decrease the misconceptions regarding Vasectomy.

The recent terror attacks on Army Public School and Imam Bargah in Hayatabad, Peshawar once again highlighted the continuing fragile law and order situation that the country is facing in general and the province of KPK in particular. The civilian emergency response mounted to these events and those of a similar nature in the past can at best be described as grossly insufficient and well below the desired standards. Having been at the heart of ‘war on terror”, and faced with numerous bomb blasts and other forms of militant activities over successive years in the recent past, one would expect a mature and systematic approach inculcated in the country’s response to emergency. Sadly this has not been the case and the same chaos and indifference by the concerned authorities is seen at the site of occurrence, during transportation and in the hospitals as was the case before these events were a regular feature. To add to the spectrum of these woes is the lack of any coordinated efforts to rehabilitate the victims either psychologically, physically or financially. As I searched for an effective system globally adopted for disaster management of various scales, I came across the existence of various national and international organizations tasked to ensure preparedness and swift response in event of any such eventualities. International organizations such as Red Cross, The International Emergency Management Society (TIEMS), The International Recovery Platform (IRP) and United nations organization help reduce vulnerability and assist cope with natural disasters such as floods and earthquakes, industrial sabotage and other incidences of significant humanitarian crisis. While some of these organizations may help creating awareness and offer technical guidance in managing manmade disasters, they have a very limited role in practically addressing incidents related to localize events of terrorism. This responsibility is borne by respective governments in light of the prevailing law and order situation and resource availability. Different countries then have other umbrella organizations overlooking management of emergency situations arising from terror related disasters in addition to natural calamities eg the Civil Contingencies secretariat in UK, the Federal emergency management authority in US and the National disaster response force in India. In Pakistan unfortunately there is no concept of an organized response to events resulting in multiple or mass casualties, be it a result of any major accident or an act of terrorism. Organizations such as APDMA and PDMA have limited roles dealing mainly with natural disasters. Need of the hour is for an organization or team to cater for manmade disasters given the recent frequency of these events. In the absence of any responsible organization taking the lead and developing protocols as well as providing guidelines, the workforce available for pre hospital and hospital-based critical care varies enormously. Every major city of the country and specially Peshawar should have a disaster control management plan involving security agencies, paramedic and ambulance services and all major hospitals who should develop an effective strategy to facilitate management of injured patients. An effective approach would depend on the ability of the concerned team to anticipate, assess, prevent, prepare, respond and recover from an incident. Security agencies must cordon off the site of incident allowing only emergency vehicles and personnel to approach the site once secured. The hospital nominated to receive the brunt of casualties should be informed well in time for emergency preparedness. If possible all unnecessary traffic flow in the vicinity of the hospital should be diverted according to a predetermined plan. The Accident and Emergency departments should have a viable communication system of summoning their trauma team and any additional staff needed according to the nature and magnitude of the calamity on a very short notice. Within the hospital all visitors and well wishers as well as media personnel and politicians should be restricted to nominated zones with facilities of a public address system and an information centre updating the list of injured and dead at regular intervals. A spacious TRIAGE hall with designated triage officers (doctors or nurses) should be at hand to sort out the patients and prioritize their treatment according to the nature of their injuries and resources available. The major hospitals must build up their capacity in terms of skilled manpower and equipment/medicine and be ready for any major incident in its catchment area besides being able to receive a spill over in case of any major disaster in adjoining vicinities. Doctors and other support staff in ER should be familiar with the basic principles of Emergency life saving measures. It should be mandatory for the aforementioned to have attended trauma management courses such as Advanced Trauma Life Support, Primary Trauma Care or Emergency Room Trauma Care. There is considerable evidence to show that properly trained staff can make a marked difference when it comes to saving precious lives. There should also be appropriate arrangement for dealing with bodies of dead victims and counseling their near and dear ones. No doubt, considerable effort and commitment is needed if the above goals have to be achieved. To ensure a well organized and coherent response to any major incident there has to be a lead body running the show. All those involved in emergency management from the scene of the incident to the hospital receiving and managing the injured patients should be part of a team and should be allowed to interact on a regular basis through seminars and conferences framing and developing their own standard operating procedures and guidelines. Effective emergency management has been and will always be the crunch requirement of any civilized society and it is imperative that the government should take practical steps in addressing this issue in the best interest of the public.

The pandemic of COVID-19 has afflicted every individual and has initiated a cascade of directly or indirectly involved events in precipitating mental health issues. The human species is a wanderer and hunter-gatherer by nature, and physical social distancing and nationwide lockdown have confined an individual to physical isolation. The present review article was conceived to address psychosocial and other issues and their aetiology related to the current pandemic of COVID-19. The elderly age group has most suffered the wrath of SARS-CoV-2, and social isolation as a preventive measure may further induce mental health issues. Animal model studies have demonstrated an inappropriate interacting endogenous neurotransmitter milieu of dopamine, serotonin, glutamate, and opioids, induced by social isolation that could probably lead to observable phenomena of deviant psychosocial behavior. Conflicting and manipulated information related to COVID-19 on social media has also been recognized as a global threat. Psychological stress during the current pandemic in frontline health care workers, migrant workers, children, and adolescents is also a serious concern. Mental health issues in the current situation could also be induced by being quarantined, uncertainty in business, jobs, economy, hampered academic activities, increased screen time on social media, and domestic violence incidences. The gravity of mental health issues associated with the pandemic of COVID-19 should be identified at the earliest. Mental health organization dedicated to current and future pandemics should be established along with Government policies addressing psychological issues to prevent and treat mental health issues need to be developed. References World Health Organization (WHO) Coronavirus Disease (COVID-19) Dashboard. 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Covid 19 – living the experience As I sit at my desk at home in suburban Brisbane, following the dictates on self-isolation shared with so many around the world, I am forced to contemplate the limits of human prediction. I look out on a world which few could have predicted six months ago. My thoughts at that time were all about 2020 as a metaphor for perfect vision and a plea for it to herald a new period of clarity which would arm us in resolving the whole host of false divisions that surrounded us. False, because so many appear to be generated by the use of polarised labelling strategies which sought to categorise humans by a whole range of identities, while losing the essential humanity and individuality which we all share. This was a troublesome trend and one which seemed reminiscent of the biblical tale concerning the tower of Babel, when a single unified language was what we needed to create harmony in a globalising world. However, yesterday’s concerns have, at least for the moment, been overshadowed by a more urgent and unifying concern with humanity’s health and wellbeing. For now, this concern has created a world which we would not have recognised in 2019. We rely more than ever on our various forms of electronic media to beam instant shots of the streets of London, New York, Berlin, Paris, Hong Kong etc. These centres of our worldly activity normally characterised by hustle and bustle, are now serenely peaceful and ordered. Their magnificent buildings have become foregrounded, assuming a dignity and presence that is more commonly overshadowed by the mad ceaseless scramble of humanity all around them. From there however the cameras can jump to some of the less fortunate areas of the globe. These streets are still teeming with people in close confined areas. There is little hope here of following frequent extended hand washing practices, let alone achieving the social distance prescribed to those of us in the global North. From this desk top perspective, it has been interesting to chart the mood as the crisis has unfolded. It has moved from a slightly distant sense of superiority as the news slowly unfolded about events in remote Wuhan. The explanation that the origins were from a live market, where customs unfamiliar to our hygienic pre-packaged approach to food consumption were practised, added to this sense of separateness and exoticism surrounding the source and initial development of the virus. However, this changed to a growing sense of concern as its growth and transmission slowly began to reveal the vulnerability of all cultures to its spread. At this early stage, countries who took steps to limit travel from infected areas seemed to gain some advantage. Australia, as just one example banned flights from China and required all Chinese students coming to study in Australia to self-isolate for two weeks in a third intermediate port. It was a step that had considerable economic costs associated with it. One that was vociferously resisted at the time by the university sector increasingly dependent on the revenue generated by servicing Chinese students. But it was when the epicentre moved to northern Italy, that the entire messaging around the event began to change internationally. At this time the tone became increasingly fearful, anxious and urgent as reports of overwhelmed hospitals and mass burials began to dominate the news. Consequently, governments attracted little criticism but were rather widely supported in the action of radically closing down their countries in order to limit human interaction. The debate had become one around the choice between health and economic wellbeing. The fact that the decision has been overwhelmingly for health, has been encouraging. It has not however stopped the pressure from those who believe that economic well-being is a determinant of human well-being, questioning the decisions of politicians and the advice of public health scientists that have dominated the responses to date. At this stage, the lives versus livelihoods debate has a long way still to run. Of some particular interest has been the musings of the opinion writers who have predicted that the events of these last months will change our world forever. Some of these predictions have included the idea that rather than piling into common office spaces working remotely from home and other advantageous locations will be here to stay. Schools and universities will become centres of learning more conveniently accessed on-line rather than face to face. Many shopping centres will become redundant and goods will increasingly be delivered via collection centres or couriers direct to the home. Social distancing will impact our consumption of entertainment at common venues and lifestyle events such as dining out. At the macro level, it has been predicted that globalisation in its present form will be reversed. The pandemic has led to actions being taken at national levels and movement being controlled by the strengthening and increased control of physical borders. Tourism has ground to a halt and may not resume on its current scale or in its present form as unnecessary travel, at least across borders, will become permanently reduced. Advocates of change have pointed to some of the unpredicted benefits that have been occurring. These include a drop in air pollution: increased interaction within families; more reading undertaken by younger adults; more systematic incorporation of exercise into daily life, and; a rediscovered sense of community with many initiatives paying tribute to the health and essential services workers who have been placed at the forefront of this latest struggle with nature. Of course, for all those who point to benefits in the forced lifestyle changes we have been experiencing, there are those who would tell a contrary tale. Demonstrations in the US have led the push by those who just want things to get back to normal as quickly as possible. For this group, confinement at home creates more problems. These may be a function of the proximity of modern cramped living quarters, today’s crowded city life, dysfunctional relationships, the boredom of self-entertainment or simply the anxiety that comes with an insecure livelihood and an unclear future. Personally however, I am left with two significant questions about our future stimulated by the events that have been ushered in by 2020. The first is how is it that the world has been caught so unprepared by this pandemic? The second is to what extent do we have the ability to recalibrate our current practices and view an alternative future? In considering the first, it has been enlightening to observe the extent to which politicians have turned to scientific expertise in order to determine their actions. Terms like ‘flattening the curve’, ‘community transmission rates’, have become part of our daily lexicon as the statistical modellers advance their predictions as to how the disease will spread and impact on our health systems. The fact that scientists are presented as the acceptable and credible authority and the basis for our actions reflects a growing dependency on data and modelling that has infused our society generally. This acceptance has been used to strengthen the actions on behalf of the human lives first and foremost position. For those who pursue the livelihoods argument even bigger figures are available to be thrown about. These relate to concepts such as numbers of jobless, increase in national debt, growth in domestic violence, rise in mental illness etc. However, given that they are more clearly estimates and based on less certain assumptions and variables, they do not at this stage seem to carry the impact of the data produced by public health experts. This is not surprising but perhaps not justifiable when we consider the failure of the public health lobby to adequately prepare or forewarn us of the current crisis in the first place. Statistical predictive models are built around historical data, yet their accuracy depends upon the quality of those data. Their robustness for extrapolation to new settings for example will differ as these differ in a multitude of subtle ways from the contexts in which they were initially gathered. Our often uncritical dependence upon ‘scientific’ processes has become worrying, given that as humans, even when guided by such useful tools, we still tend to repeat mistakes or ignore warnings. At such a time it is an opportunity for us to return to the reservoir of human wisdom to be found in places such as our great literature. Works such as The Plague by Albert Camus make fascinating and educative reading for us at this time. As the writer observes Everybody knows that pestilences have a way of recurring in the world, yet somehow, we find it hard to believe in ones that crash down on our heads from a blue sky. There have been as many plagues as wars in history, yet always plagues and wars take people equally by surprise. So it is that we constantly fail to study let alone learn the lessons of history. Yet 2020 mirrors 1919, as at that time the world was reeling with the impact of the Spanish ‘Flu, which infected 500 million people and killed an estimated 50 million. This was more than the 40 million casualties of the four years of the preceding Great War. There have of course been other pestilences since then and much more recently. Is our stubborn failure to learn because we fail to value history and the knowledge of our forebears? Yet we can accept with so little question the accuracy of predictions based on numbers, even with varying and unquestioned levels of validity and reliability. As to the second question, many writers have been observing some beneficial changes in our behaviour and our environment, which have emerged in association with this sudden break in our normal patterns of activity. It has given us the excuse to reevaluate some of our practices and identify some clear benefits that have been occurring. As Australian newspaper columnist Bernard Salt observes in an article titled “the end of narcissism?” I think we’ve been re-evaluating the entire contribution/reward equation since the summer bushfires and now, with the added experience of the pandemic, we can see the shallowness of the so-called glamour professions – the celebrities, the influencers. We appreciate the selflessness of volunteer firefighters, of healthcare workers and supermarket staff. From the pandemic’s earliest days, glib forays into social media by celebrities seeking attention and yet further adulation have been met with stony disapproval. Perhaps it is best that they stay offline while our real heroes do the heavy lifting. To this sad unquestioning adherence to both scientism and narcissism, we can add and stir the framing of the climate rebellion and a myriad of familiar ‘first world’ problems which have caused dissension and disharmony in our communities. Now with an external threat on which to focus our attention, there has been a short lull in the endless bickering and petty point scoring that has characterised our western liberal democracies in the last decade. As Camus observed: The one way of making people hang together is to give ‘em a spell of the plague. So, the ceaseless din of the topics that have driven us apart has miraculously paused for at least a moment. Does this then provide a unique opportunity for us together to review our habitual postures and adopt a more conciliatory and harmonious communication style, take stock, critically evaluate and retune our approach to life – as individuals, as nations, as a species? It is not too difficult to hypothesise futures driven by the major issues that have driven us apart. Now, in our attempts to resist the virus, we have given ourselves a glimpse of some of the very things the climate change activists have wished to happen. With few planes in the air and the majority of cars off the roads, we have already witnessed clearer and cleaner air. Working at home has freed up the commuter driven traffic and left many people with more time to spend with their family. Freed from the continuing throng of tourists, cities like Venice are regenerating and cleansing themselves. This small preview of what a less travelled world might start to look like surely has some attraction. But of course, it does not come without cost. With the lack of tourism and the need to work at home, jobs and livelihoods have started to change. As with any revolution there are both winners and losers. The lockdown has distinguished starkly between essential and non-essential workers. That represents a useful starting point from which to assess what is truly of value in our way of life and what is peripheral as Salt made clear. This is a question that I would encourage readers to explore and to take forward with them through the resolution of the current situation. However, on the basis that educators are seen as providing essential services, now is the time to turn to the content of our current volume. Once again, I direct you to the truly international range of our contributors. They come from five different continents yet share a common focus on one of the most popular of shared cultural experiences – sport. Unsurprisingly three of our reviewed papers bring different insights to the world’s most widely shared sport of all – football, or as it would be more easily recognised in some parts of the globe - soccer. Leading these offerings is a comparison of fandom in Australia and China. The story presented by Knijnk highlights the rise of the fanatical supporters known as the ultras. The origin of the movement is traced to Italy, but it is one that claims allegiances now around the world. Kniijnk identifies the movement’s progression into Australia and China and, in pointing to its stance against the commercialisation of their sport by the scions of big business, argues for its deeper political significance and its commitment to the democratic ownership of sport. Reflecting the increasing availability and use of data in our modern societies, Karadog, Parim and Cene apply some of the immense data collected on and around the FIFA World Cup to the task of selecting the best team from the 2018 tournament held in Russia, a task more usually undertaken by panels of experts. Mindful of the value of using data in ways that can assist future decision making, rather than just in terms of summarising past events, they also use the statistics available to undertake a second task. The second task was the selection of the team with the greatest future potential by limiting eligibility to those at an early stage in their careers, namely younger than 28 and who arguably had still to attain their prime as well as having a longer career still ahead of them. The results for both selections confirm how membership of the wealthy European based teams holds the path to success and recognition at the global level no matter what the national origins of players might be. Thirdly, taking links between the sport and the world of finance a step further, Gomez-Martinez, Marques-Bogliani and Paule-Vianez report on an interesting study designed to test the hypothesis that sporting success within a community is reflected in positive economic outcomes for members of that community. They make a bold attempt to test their hypothesis by examining the relationship of the performance of three world leading clubs in Europe - Bayern Munich, Juventus and Paris Saint Germain and the performance of their local stock markets. Their findings make for some interesting thoughts about the significance of sport in the global economy and beyond into the political landscape of our interconnected world. Our final paper comes from Africa but for its subject matter looks to a different sport, one that rules the subcontinent of India - cricket. Norrbhai questions the traditional coaching of batting in cricket by examining the backlift techniques of the top players in the Indian Premier league. His findings suggest that even in this most traditional of sports, technique will develop and change in response to the changing context provided by the game itself. In this case the context is the short form of the game, introduced to provide faster paced entertainment in an easily consumable time span. It provides a useful reminder how in sport, techniques will not be static but will continue to evolve as the game that provides the context for the skilled performance also evolves. To conclude our pages, I must apologise that our usual book review has fallen prey to the current world disruption. In its place I would like to draw your attention to the announcement of a new publication which would make a worthy addition to the bookshelf of any international sports scholar. “Softpower, Soccer, Supremacy – The Chinese Dream” represents a unique and timely analysis of the movement of the most popular and influential game in the world – Association Football, commonly abbreviated to soccer - into the mainstream of Chinese national policy. The editorial team led by one of sports histories most recognised scholars, Professor J A Mangan, has assembled a who’s who of current scholars in sport in Asia. Together they provide a perspective that takes in, not just the Chinese view of these important current developments but also, the view of others in the geographical region. From Japan, Korea and Australia, they bring with them significant experience to not just the beautiful game, but sport in general in that dynamic and fast-growing part of the world. Particularly in the light of the European dominance identified in the Karog, Parim and Cene paper this work raises the question as to whether we can expect to see a change in the world order sooner rather than later. It remains for me to make one important acknowledgement. In my last editorial I alerted you to the sorts of decisions we as an editorial and publication team were facing with regard to ensuring the future of the journal. Debates as to how best to proceed while staying true to our vision and goals are still proceeding. However, I am pleased to acknowledge the sponsorship provided by The University of Macao for volume 42 and recognise the invaluable contribution made by ISCPES former president Walter Ho to this process. Sponsorship can provide an important input to the ongoing existence and strength of this journal and we would be interested in talking to other institutions or groups who might also be interested in supporting our work, particularly where their goals align closely with ours. May I therefore commend to you the works of our international scholars and encourage your future involvement in sharing your interest in and expertise with others in the world of comparative and international sport studies, John Saunders, Brisbane, May 2020

This paper is meant to study the apocalyptic scenario of the at the perspectives of the Great Acceleration. the apocalyptic scenario is not a pure imagination of the literature works. Instead, scientific evidences are in favour of dramatic change in the climatic conditions related to the climax of Man actions. the modelling of the future climate leads to horrible situations including intolerable temperatures, dryness, tornadoes, and noticeable sear level rise evading coastal regions. Going far from these scientific claims, Homo Sapiens Sapiens extended his imagination through the Climate-Fiction (cli-fi) to propose a dramatic end. Climate Fiction is developed into a recording machine containing every kind of fictions that depict environmental condition events and has consequently lost its true significance. Introduction The Great Acceleration may be considered as the Late Anthropocene in which Man actions reached their climax to lead to dramatic climatic changes paving the way for a possible apocalyptic scenario threatening the existence of the humanity. So, the apocalyptic scenario is not a pure imagination of the literature works. Instead, many scientific arguments especially related to climate change are in favour of the apocalypse1. As a matter of fact, the modelling of the future climate leads to horrible situations including intolerable temperatures (In 06/07/2021, Kuwait recorded the highest temperature of 53.2 °C), dryness, tornadoes, and noticeable sear level rise evading coastal regions. These conditions taking place during the Great Acceleration would have direct repercussions on the human species. Considering that the apocalyptic extinction had really caused the disappearance of many stronger species including dinosaurs, Homo Sapiens Sapiens extended his imagination though the Climate-Fiction (cli-fi) to propose a dramatic end due to severe climate conditions intolerable by the humankind. The mass extinction of animal species has occurred several times over the geological ages. Researchers have a poor understanding of the causes and processes of these major crises1. Nonetheless, whatever the cause of extinction, the apocalyptic scenario has always been present in the geological history. For example, dinosaurs extinction either by asteroids impact or climate changes could by no means denies the apocalyptic aspect2.At the same time as them, many animal and plant species became extinct, from marine or flying reptiles to marine plankton. This biological crisis of sixty-five million years ago is not the only one that the biosphere has suffered. It was preceded and followed by other crises which caused the extinction or the rarefaction of animal species. So, it is undeniable that many animal groups have disappeared. It is even on the changes of fauna that the geologists of the last century have based themselves to establish the scale of geological times, scale which is still used. But it is no less certain that the extinction processes, extremely complex, are far from being understood. We must first agree on the meaning of the word "extinction", namely on the apocalyptic aspect of the concept. It is quite understood that, without disappearances, the evolution of species could not have followed its course. Being aware that the apocalyptic extinction had massacred stronger species that had dominated the planet, Homo Sapiens Sapiens has been aware that the possibility of apocalyptic end at the perspective of the Anthropocene (i.e., Great Acceleration) could not be excluded. This conviction is motivated by the progressive defaunation in some regions3and the appearance of alien species in others related to change of mineralogy and geochemistry4 leading to a climate change during the Anthropocene. These scientific claims fed the vast imagination about climate change to set the so-called cli-fi. The concept of the Anthropocene is the new geological era which begins when the Man actions have reached a sufficient power to modify the geological processes and climatic cycles of the planet5. The Anthropocene by no means excludes the possibility of an apocalyptic horizon, namely in the perspectives of the Great Acceleration. On the contrary, two scenarios do indeed seem to dispute the future of the Anthropocene, with a dramatic cross-charge. The stories of the end of the world are as old as it is, as the world is the origin of these stories. However, these stories of the apocalypse have evolved over time and, since the beginning of the 19th century, they have been nourished particularly by science and its advances. These fictions have sometimes tried to pass themselves off as science. This is the current vogue, called collapsology6. This end is more than likely cli-fi driven7and it may cause the extinction of the many species including the Homo Sapiens Sapiens. In this vein, Anthropocene defaunation has become an ultimate reality8. More than one in eight birds, more than one in five mammals, more than one in four coniferous species, one in three amphibians are threatened. The hypothesis of a hierarchy within the living is induced by the error of believing that evolution goes from the simplest to the most sophisticated, from the inevitably stupid inferior to the superior endowed with an intelligence giving prerogative to all powers. Evolution goes in all directions and pursues no goal except the extension of life on Earth. Evolution certainly does not lead from bacteria to humans, preferably male and white. Our species is only a carrier of the DNA that precedes us and that will survive us. Until we show a deep respect for the biosphere particularly, and our planet in general, we will not become much, we will remain a predator among other predators, the fiercest of predators, the almighty craftsman of the Anthropocene. To be in the depths of our humanity, somehow giving back to the biosphere what we have taken from it seems obvious. To stop the sixth extinction of species, we must condemn our anthropocentrism and the anthropization of the territories that goes with it. The other forms of life also need to keep their ecological niches. According to the first, humanity seems at first to withdraw from the limits of the planet and ultimately succumb to them, with a loss of dramatic meaning. According to the second, from collapse to collapse, it is perhaps another humanity, having overcome its demons, that could come. Climate fiction is a literary sub-genre dealing with the theme of climate change, including global warming. The term appears to have been first used in 2008 by blogger and writer Dan Bloom. In October 2013, Angela Evancie, in a review of the novel Odds against Tomorrow, by Nathaniel Rich, wonders if climate change has created a new literary genre. Scientific basis of the apocalyptic scenario in the perspective of the Anthropocene Global warming All temperature indices are in favour of a global warming (Fig.1). According to the different scenarios of the IPCC9, the temperatures of the globe could increase by 2 °C to 5 °C by 2100. But some scientists warn about a possible runaway of the warming which can reach more than 3 °C. Thus, the average temperature on the surface of the globe has already increased by more than 1.1 °C since the pre-industrial era. The rise in average temperatures at the surface of the globe is the first expected and observed consequence of massive greenhouse gas emissions. However, meteorological surveys record positive temperature anomalies which are confirmed from year to year compared to the temperatures recorded since the middle of the 19th century. Climatologists point out that the past 30 years have seen the highest temperatures in the Northern Hemisphere for over 1,400 years. Several climatic centres around the world record, synthesize and follow the evolution of temperatures on Earth. Since the beginning of the 20th century (1906-2005), the average temperature at the surface of the globe has increased by 0.74 °C, but this progression has not been continuous since 1976, the increase has clearly accelerated, reaching 0.19 °C per decade according to model predictions. Despite the decline in solar activity, the period 1997-2006 is marked by an average positive anomaly of 0.53 °C in the northern hemisphere and 0.27 °C in the southern hemisphere, still compared to the normal calculated for 1961-1990. The ten hottest years on record are all after 1997. Worse, 14 of the 15 hottest years are in the 21st century, which has barely started. Thus, 2016 is the hottest year, followed closely by 2015, 2014 and 2010. The temperature of tropical waters increased by 1.2 °C during the 20th century (compared to 0.5 °C on average for the oceans), causing coral reefs to bleach in 1997. In 1998, the period of Fort El Niño, the prolonged warming of the water has destroyed half of the coral reefs of the Indian Ocean. In addition, the temperature in the tropics of the five ocean basins, where cyclones form, increased by 0.5 °C from 1970 to 2004, and powerful cyclones appeared in the North Atlantic in 2005, while they were more numerous in other parts of the world. Recently, mountains of studies focused on the possible scenario of climate change and the potential worldwide repercussions including hell temperatures and apocalyptic extreme events10 , 11, 12. Melting of continental glaciers As a direct result of the global warming, melting of continental glaciers has been recently noticed13. There are approximately 198,000 mountain glaciers in the world; they cover an area of approximately 726,000 km2. If they all melted, the sea level would rise by about 40 cm. Since the late 1960s, global snow cover has declined by around 10 to 15%. Winter cold spells in much of the northern half of the northern hemisphere are two weeks shorter than 100 years ago. Glaciers of mountains have been declining all over the world by an average of 50 m per decade for 150 years. However, they are also subject to strong multi-temporal variations which make forecasts on this point difficult according to some specialists. In the Alps, glaciers have been losing 1 meter per year for 30 years. Polar glaciers like those of Spitsbergen (about a hundred km from the North Pole) have been retreating since 1880, releasing large quantities of water. The Arctic has lost about 10% of its permanent ice cover every ten years since 1980. In this region, average temperatures have increased at twice the rate of elsewhere in the world in recent decades. The melting of the Arctic Sea ice has resulted in a loss of 15% of its surface area and 40% of its thickness since 1979. The record for melting arctic sea ice was set in 2017. All models predict the disappearance of the Arctic Sea ice in summer within a few decades, which will not be without consequences for the climate in Europe. The summer melting of arctic sea ice accelerated far beyond climate model predictions. Added to its direct repercussions of coastal regions flooding, melting of continental ice leads to radical climatic modifications in favour of the apocalyptic scenario. Fig.1 Evolution of temperature anomaly from 1880 to 2020: the apocalyptic scenario Sea level rise As a direct result of the melting of continental glaciers, sea level rise has been worldwide recorded14 ,15. The average level of the oceans has risen by 22 cm since 1880 and 2 cm since the year 2000 because of the melting of the glaciers but also with the thermal expansion of the water. In the 20th century, the sea level rose by around 2 mm per year. From 1990 to 2017, it reached the relatively constant rate of just over 3mm per year. Several sources contributed to sea level increase including thermal expansion of water (42%), melting of continental glaciers (21%), melting Greenland glaciers (15%) and melting Antarctic glaciers (8%). Since 2003, there has always been a rapid rise (around 3.3 mm / year) in sea level, but the contribution of thermal expansion has decreased (0.4 mm / year) while the melting of the polar caps and continental glaciers accelerates. Since most of the world’s population is living on coastal regions, sea level rise represents a real threat for the humanity, not excluding the apocalyptic scenario. Multiplication of extreme phenomena and climatic anomalies On a human scale, an average of 200 million people is affected by natural disasters each year and approximately 70,000 perish from them. Indeed, as evidenced by the annual reviews of disasters and climatic anomalies, we are witnessing significant warning signs. It is worth noting that these observations are dependent on meteorological survey systems that exist only in a limited number of countries with statistics that rarely go back beyond a century or a century and a half. In addition, scientists are struggling to represent the climatic variations of the last two thousand years which could serve as a reference in the projections. Therefore, the exceptional nature of this information must be qualified a little. Indeed, it is still difficult to know the return periods of climatic disasters in each region. But over the last century, the climate system has gone wild. Indeed, everything suggests that the climate is racing. Indeed, extreme events and disasters have become more frequent. For instance, less than 50 significant events were recorded per year over the period 1970-1985, while there have been around 120 events recorded since 1995. Drought has long been one of the most worrying environmental issues. But while African countries have been the main affected so far, the whole world is now facing increasingly frequent and prolonged droughts. Chile, India, Australia, United States, France and even Russia are all regions of the world suffering from the acceleration of the global drought. Droughts are slowly evolving natural hazards that can last from a few months to several decades and affect larger or smaller areas, whether they are small watersheds or areas of hundreds of thousands of square kilometres. In addition to their direct effects on water resources, agriculture and ecosystems, droughts can cause fires or heat waves. They also promote the proliferation of invasive species, creating environments with multiple risks, worsening the consequences on ecosystems and societies, and increasing their vulnerability. Although these are natural phenomena, there is a growing understanding of how humans have amplified the severity and impacts of droughts, both on the environment and on people. We influence meteorological droughts through our action on climate change, and we influence hydrological droughts through our management of water circulation and water processes at the local scale, for example by diverting rivers or modifying land use. During the Anthropocene (the present period when humans exert a dominant influence on climate and environment), droughts are closely linked to human activities, cultures, and responses. From this scientific overview, it may be concluded apocalyptic scenario is not only a literature genre inspired from the pure imagination. Instead, many scientific arguments are in favour of this dramatic destiny of Homo Sapiens Sapiens. Fig.2. Sea level rise from 1880 to 2020: a possible apocalyptic scenario (www.globalchange.gov, 2021) Apocalyptic genre in recent writing As the original landmark of apocalyptic writing, we must place the destruction of the Temple of Jerusalem in 587 BC and the Exile in Babylon. Occasion of a religious and cultural crossing with imprescriptible effects, the Exile brought about a true rebirth, characterized by the maintenance of the essential ethical, even cultural, of a national religion, that of Moses, kept as pure as possible on a foreign land and by the reinterpretation of this fundamental heritage by the archaic return of what was very old, both national traditions and neighbouring cultures. More precisely, it was the place and time for the rehabilitation of cultures and the melting pot for recasting ancient myths. This vast infatuation with Antiquity, remarkable even in the vocabulary used, was not limited to Israel: it even largely reflected a general trend. The long period that preceded throughout the 7th century BC and until 587, like that prior to the edict of Cyrus in 538 BC, was that of restorations and rebirths, of returns to distant sources and cultural crossings. In the biblical literature of this period, one is struck by the almost systematic link between, on the one hand, a very sustained mythical reinvestment even in form and, on the other, the frequent use of biblical archaisms. The example of Shadday, a word firmly rooted in the Semites of the Northwest and epithet of El in the oldest layers of the books of Genesis and Exodus, is most eloquent. This term reappears precisely at the time of the Exile as a designation of the divinity of the Patriarchs and of the God of Israel; Daily, ecological catastrophes now describe the normal state of societies exposed to "risks", in the sense that Ulrich Beck gives to this term: "the risk society is a society of catastrophe. The state of emergency threatens to become a normal state there1”. Now, the "threat" has become clearer, and catastrophic "exceptions" are proliferating as quickly as species are disappearing and climate change is accelerating. The relationship that we have with this worrying reality, to say the least, is twofold: on the one hand, we know very well what is happening to us; on the other hand, we fail to draw the appropriate theoretical and political consequences. This ecological duplicity is at the heart of what has come to be called the “Anthropocene”, a term coined at the dawn of the 21st century by Eugene Stoermer (an environmentalist) and Paul Crutzen (a specialist in the chemistry of the atmosphere) in order to describe an age when humanity would have become a "major geological force" capable of disrupting the climate and changing the terrestrial landscape from top to bottom. If the term “Anthropocene” takes note of human responsibility for climate change, this responsibility is immediately attributed to overpowering: strong as we are, we have “involuntarily” changed the climate for at least two hundred and fifty years. Therefore, let us deliberately change the face of the Earth, if necessary, install a solar shield in space. Recognition and denial fuel the signifying machine of the Anthropocene. And it is precisely what structures eco-apocalyptic cinema that this article aims to study. By "eco-apocalyptic cinema", we first mean a cinematographic sub-genre: eco-apocalyptic and post-eco-apocalyptic films base the possibility (or reality) of the end of the world on environmental grounds and not, for example, on damage caused by the possible collision of planet Earth with a comet. Post-apocalyptic science fiction (sometimes abbreviated as "post-apo" or "post-nuke") is a sub-genre of science fiction that depicts life after a disaster that destroyed civilization: nuclear war, collision with a meteorite, epidemic, economic or energy crisis, pandemic, alien invasion. Conclusion Climate and politics have been linked together since Aristotle. With Montesquieu, Ibn Khaldûn or Watsuji, a certain climatic determinism is attributed to the character of a nation. The break with modernity made the climate an object of scientific knowledge which, in the twentieth century, made it possible to document, despite the controversies, the climatic changes linked to industrialization. Both endanger the survival of human beings and ecosystems. Climate ethics are therefore looking for a new relationship with the biosphere or Gaia. For some, with the absence of political agreements, it is the beginning of inevitable catastrophes. For others, the Anthropocene, which henceforth merges human history with natural history, opens onto technical action. The debate between climate determinism and human freedom is revived. The reference to the biblical Apocalypse was present in the thinking of thinkers like Günther Anders, Karl Jaspers or Hans Jonas: the era of the atomic bomb would mark an entry into the time of the end, a time marked by the unprecedented human possibility of 'total war and annihilation of mankind. The Apocalypse will be very relevant in describing the chaos to come if our societies continue their mad race described as extra-activist, productivist and consumerist. In dialogue with different theologians and philosophers (such as Jacques Ellul), it is possible to unveil some spiritual, ethical, and political resources that the Apocalypse offers for thinking about History and human engagement in the Anthropocene. What can a theology of collapse mean at a time when negative signs and dead ends in the human situation multiply? What then is the place of man and of the cosmos in the Apocalypse according to Saint John? Could the end of history be a collapse? How can we live in the time we have left before the disaster? Answers to such questions remain unknown and no scientist can predict the trajectory of this Great Acceleration taking place at the Late Anthropocene. When science cannot give answers, Man tries to infer his destiny for the legend, religion and the fiction. Climate Fiction is developed into a recording machine containing every kind of fictions that depict environmental condition events and has consequently lost its true significance. Aware of the prospect of ecological collapse additionally as our apparent inability to avert it, we tend to face geology changes of forceful proportions that severely challenge our ability to imagine the implications. Climate fiction ought to be considered an important supplement to climate science, as a result, climate fiction makes visible and conceivable future modes of existence inside worlds not solely deemed seemingly by science, however that area unit scientifically anticipated. 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OBJECTIVES: To study the demographic characteristics, risk factors, long term mortality and morbidity among patients admitted with cerebrovascular accident in a tertiary care hospital in South India. METHODS: All patients diagnosed with cerebrovascular accident, who met the inclusion criteria were enrolled into the study which was conducted between December 2011 and June 2013. Baseline demographic data, risk factors and details of the stroke were recorded. The severity of stroke in all patients was scored with the Modified Rankin score (MRS) and National Institute of Health Stroke Scale (NIHSS) at admission. MRS, details of incontinence and dysphagia were obtained at 1 month, 6 months and 1 year through telephonic communication. RESULTS: Of the 439 patients enrolled into the study, 63% were males. 90% of the patients had accessed a medical care centre within 6 hours of onset of stroke, however only 45% had accessed a medical care centre offering neuroimaging and thrombolysis facilities.93% of patients had positive findings on imaging, 74% being ischemic in etiology. Hypertension was the most common risk factor (71%). 15% of these patients were newly detected to have hypertension and 25 % of the above were normotensive at discharge from hospital. Mortality in the hospital was 11%, the most common cause being severity of the stroke itself (in the first one week) followed by aspiration pneumonia (between 1st to 4th week). At follow up, 80% of the patients could be contacted and a majority of them (95%) responded positively to the telephonic mode of communication. Mortality at the end of 1 month, 6 months and 12 months was 25%, 31.7% and 33.7% respectively. Though nearly 50% of the patients had dysphagia and incontinence at admission, during the follow up there was a trend towards improvement of both. High MRS and NIH were good predictors of mortality. NIH correlated better with mortality than MRS. CONCLUSIONS: In a developing country like India, timely access to a competent health care facility still remains a challenge. Measures to prevent aspiration pneumonia will help in reducing mortality while in the hospital. NIHS was better than MRS in predicting mortality. Telephonic communication is a good method for follow up in resource limited settings.

Background Wilms' tumor (WT) is the most common kidney tumor of the pediatric age group. The outcome of WT has improved due to the evolution of the treatment approach. A prospective observational study was conducted at All India Institute of Medical Sciences (AIIMS), Patna, to analyze the clinical profile along with the response and outcome to neoadjuvant chemotherapy according to the International Society of Pediatric Oncology (SIOP) protocol. Materials and Methods In total, 28 patients of WT visited the radiotherapy department from January 2015 to December 2019. Results Gender distribution showed male preponderance with a median age at diagnosis was 31 months. The abdominal lump was the dominant clinical presentation. The median volume of tumor at diagnosis was 359.48 mL (52.67–1805.76). Radiological staging workup shows that stage I, II, III, IV, and V were 7.1%, 39.3%, 39.3%, 10.7%, and 3.6% respectively. Neoadjuvant chemotherapy (NACT) was received by all patients. Also, 71.4% of patients showed > 50% of tumor volume reduction, while 28.6% of patients showed < 50% of tumor mass reduction. There was a statistically significant decrease in the tumor volume reduction following neoadjuvant chemotherapy (p < 0.001). There was a statistically significant stage down (p = 0.018) of the disease. Bivariate correlation studies showed recurrence was correlating statistically significantly with age < 24 months (p = 0.049), locoregional lymph nodes (p = 0.008), histopathological subtypes (p < 0.001), stage of the disease (p = 0.003), and risk groups (p < 0.001). In addition, 25% of patients developed recurrence during the median follow-up of 25 months. The median disease-free survival (DFS) and overall survival (OS) were not reached. The mean DFS and OS were 48 and 59.13 months, respectively. One- and 3-year DFS were 100% and 64.1%, respectively. One- and 3-year OS were 100% and 75% respectively. Conclusion Our study suggests that most of the patients presented at an advanced stage, thus rendering most of the cases difficult to undergo surgery at presentation. Neoadjuvant chemotherapy followed by surgery may be considered a well-balanced approach with a comparable response and survival outcomes.

Introduction: Improvement in the standard of care of Thalassaemia by regular blood transfusion increases life expectancy. Multiple transfusions with concurrent iron overload and chronic anaemia, leading to tissue-level hypoxemia, cause significant renal dysfunction. Microalbuminuria is a sensitive marker of glomerular damage, and studies in thalassemic children have demonstrated variable prevalence rates of microalbuminuria. Aim: To study the prevalence of microalbuminuria and its association with clinical and laboratory parameters in children with Beta Thalassaemia Major (BTM). Materials and Methods: A cross-sectional study was conducted from January 2018 to June 2019 at Indira Gandhi Institute of Child Health, Bangaluru, Karnataka,India. A total of 155 children with Beta Thalassaemia Major (BTM) aged 2-18 years, attending the Thalassaemia Day Care Centre, were included in the study. Their demographic details such as age, gender, clinical parameters like frequency of transfusions, type of chelation therapy, height, weight, Body Mass Index (BMI), organomegaly, and laboratory parameters like serum creatinine, ferritin, pretransfusion Hb%, and Urinary Microalbumin Creatinine Ratio (UMCR) were studied as per a predesigned proforma. The association between microalbuminuria with clinical and laboratory parameters was evaluated using the independent sample T-test or Mann-Whitney U test and Chi-square/Fischer’s-exact test. Results: A total of 155 children with BTM were studied. In the present study, out of a total of 155 patients, microalbuminuria was found in 66 (42.6%). A significant increase in the prevalence of microalbuminuria was observed as the age advanced, as the frequency of blood transfusions increased, with low pretranfusion haemoglobin (g%), and with elevated serum ferritin. Conclusion: In the present study, the prevalence of microalbuminuria was found to be 42.6%. Screening for microalbuminuria is recommended in all children with beta thalassaemia major for the early detection of renal dysfunction, prevention of disease progression, and improvement in the quality of their lives.

Objective: In this study, the isolation and chemical structure elucidation of a new alkaloid from Hypecoum pendulum L is provided. Material and Methods: Column and ascending preparative thin layer chromatographic methods were utilized for the purification of the novel compound. The structure elucidation was determined based on spectroscopic methods including infrared (IR), nuclear magnetic resonance (NMR), and Mass (MS) spectroscopy. Results: N-methylcoryximine, a quaternary alkaloid from secoberbine subgroup of isoquinoline alkaloids, was isolated and the structure of this compound was elucidated. Conclusion: The natural occurrence and spectral data of N-methylcoryximine is reported for the first time. Peer Review History: Received: 7 March 2022; Revised: 12 April; Accepted: 29 April, Available online: 15 May 2022 Academic Editor: Dr. Emmanuel O. Olorunsola, Department of Pharmaceutics & Pharmaceutical Technology, University of Uyo, Nigeria, olorunsolaeo@yahoo.com UJPR follows the most transparent and toughest ‘Advanced OPEN peer review’ system. The identity of the authors and, reviewers will be known to each other. This transparent process will help to eradicate any possible malicious/purposeful interference by any person (publishing staff, reviewer, editor, author, etc) during peer review. As a result of this unique system, all reviewers will get their due recognition and respect, once their names are published in the papers. We expect that, by publishing peer review reports with published papers, will be helpful to many authors for drafting their article according to the specifications. Auhors will remove any error of their article and they will improve their article(s) according to the previous reports displayed with published article(s). The main purpose of it is ‘to improve the quality of a candidate manuscript’. Our reviewers check the ‘strength and weakness of a manuscript honestly’. There will increase in the perfection, and transparency. Received file: Reviewer's Comments: Average Peer review marks at initial stage: 5.5/10 Average Peer review marks at publication stage: 7.0/10 Reviewers: Dr. Gehan Fawzy Abdel Raoof Kandeel, Pharmacognosy Department, National Research Centre, Dokki, 12622, Giza, Egypt, gehankandeel9@yahoo.com Dr. Nazim Hussain, North East Frontier Technical University, Arunachal pradesh, India, nhussain116@gmail.com Similar Articles: PURIFICATION AND BIOLOGICAL ACTIVITIES OF COMBINATION OF HEMI-SYNTHESIZED THIOSEMICARBAZONES OF MITRACARPUS SCABER ZUCC

Introduction: Kangaroo Mother Care (KMC) has proven to be a humane, powerful, easy-to-use, and low-cost method to promote the health of Low Birth Weight (LBW) neonates. The level of Knowledge, Attitude and Practice (KAP) of nursing mothers on KMC is variable. The KAP of mothers on KMC can be improved through mass media communication, which In turn improves the outcome of LBW. Aim: To determine the level of KAP regarding KMC among the mothers admitted to the KMC ward and to assess the impact of educational intervention on babies’ weight gain during KMC stay and on follow-up. Materials and Methods: This was a Randomised Controlled Trial conducted in the KMC ward, Belagavi Institute of Medical Science (BIMS) (a tertiary care centre), Northern Karnataka, India, from March 2021 to February 2022. A total of 79 subjects were included in the study and randomised into two groups: the case group (n=39) and the control group (n=40). The case group received educational intervention on KMC using audiovisual aids, while the control group received standard KMC counselling. Mothers from both groups were assessed for KAP using a prestructured questionnaire. Babies were followed-up at the 1st, 2nd, and 3rd months after discharge for weight gain. Data were analysed using Statistical Package for Social Sciences (SPSS) software version 23.0. Chi-square tests and Mann-Whitney U tests were applied for analysis. Results: The study comprised 79 KMC mother-baby dyads, with 39 in the case group and 40 in the control group. Most mothers (91%) were in the age group of 20-30 years, and 92% of the mothers had an educational status of Secondary School Leaving Certificate (SSLC), and Pre-university Course (PUC). The mean birth weight was 2.1 kg, 57% of babies were delivered by Lower Segment Caesarean Section (LSCS), and the mean gestational age was 34.48 weeks. There were no significant differences in demographic characteristics between the two groups. At admission, there was no significant difference in knowledge scores between the case and control groups (20.83±1.89 vs 19.19±3.04, p-value=0.06), but there was a statistically highly significant difference at discharge (23.9±0.38 vs 21.63±3.31, p-value <0.001). Statistically significant differences were also found in attitude (6.98±0.16 vs 6.7±0.62, p-value=0.005) and practice scores (9.38±1.39 vs 6.0±1.97, p-value <0.001). The present study found that 89.74% of mothers in the case group and 90% in the control group had good knowledge at admission, and 100% and 95% at discharge, respectively. In terms of practice, 51.3% of mothers in the case group and 15% in the control group had good practices, while only 2.56% in the case group and 70% in the control group had poor practices, which was statistically significant across all grades. All mothers in the case group and 97.5% in the control group had a good attitude. The mean weight gain (grams per day) during follow- up was statistically significant at two months (25.32±8.09 g/day vs 22.43±4.99 g/day, p-value=0.005) and at three months (25.21±6.75 g/day vs 22.69±3.81 g/day, p-value=0.004). Conclusion: Kangaroo mother care is a very effective and easy- to-practice method to improve the outcomes of LBW babies. Counselling using educational audiovisual aids will improve the KAP of mothers. Therefore, improved counselling should be advocated to enhance the efficacy of KMC and promote better weight gain.

Although I'm a rich white guy, I'm also a feminist anti-racism activist who fights for the rights of the poor and oppressed. (Carl Kenner)Systemic bias is a scourge to the pillar of neutrality. (Cerejota)Count me in. Let's leave the bias to the mainstream media. (Orcar967)Because this is so important. (CuttingEdge)These are a handful of comments posted by online editors who have banded together in a virtual coalition to combat Western bias on the world’s largest digital encyclopedia, Wikipedia. This collective action by Wikipedians both acknowledges the inherent inequalities of a user-controlled information project like Wikpedia and highlights the potential for progressive change within that same project. These community members are taking the responsibility of social change into their own hands (or more aptly, their own keyboards).In recent years much research has emerged on Wikipedia from varying fields, ranging from computer science, to business and information systems, to the social sciences. While critical at times of Wikipedia’s growth, governance, and influence, most of this work observes with optimism that barriers to improvement are not firmly structural, but rather they are socially constructed, leaving open the possibility of important and lasting change for the better.WikiProject: Countering Systemic Bias (WP:CSB) considers one such collective effort. Close to 350 editors have signed on to the project, which began in 2004 and itself emerged from a similar project named CROSSBOW, or the “Committee Regarding Overcoming Serious Systemic Bias on Wikipedia.” As a WikiProject, the term used for a loose group of editors who collaborate around a particular topic, these editors work within the Wikipedia site and collectively create a social network that is unified around one central aim—representing the un- and underrepresented—and yet they are bound by no particular unified set of interests. The first stage of a multi-method study, this paper looks at a snapshot of WP:CSB’s activity from both content analysis and social network perspectives to discover “who” geographically this coalition of the unrepresented is inserting into the digital annals of Wikipedia.Wikipedia and WikipediansDeveloped in 2001 by Internet entrepreneur Jimmy Wales and academic Larry Sanger, Wikipedia is an online collaborative encyclopedia hosting articles in nearly 250 languages (Cohen). The English-language Wikipedia contains over 3.2 million articles, each of which is created, edited, and updated solely by users (Wikipedia “Welcome”). At the time of this study, Alexa, a website tracking organisation, ranked Wikipedia as the 6th most accessed site on the Internet. Unlike the five sites ahead of it though—Google, Facebook, Yahoo, YouTube (owned by Google), and live.com (owned by Microsoft)—all of which are multibillion-dollar businesses that deal more with information aggregation than information production, Wikipedia is a non-profit that operates on less than $500,000 a year and staffs only a dozen paid employees (Lih). Wikipedia is financed and supported by the WikiMedia Foundation, a charitable umbrella organisation with an annual budget of $4.6 million, mainly funded by donations (Middleton).Wikipedia editors and contributors have the option of creating a user profile and participating via a username, or they may participate anonymously, with only an IP address representing their actions. Despite the option for total anonymity, many Wikipedians have chosen to visibly engage in this online community (Ayers, Matthews, and Yates; Bruns; Lih), and researchers across disciplines are studying the motivations of these new online collectives (Kane, Majchrzak, Johnson, and Chenisern; Oreg and Nov). The motivations of open source software contributors, such as UNIX programmers and programming groups, have been shown to be complex and tied to both extrinsic and intrinsic rewards, including online reputation, self-satisfaction and enjoyment, and obligation to a greater common good (Hertel, Niedner, and Herrmann; Osterloh and Rota). Investigation into why Wikipedians edit has indicated multiple motivations as well, with community engagement, task enjoyment, and information sharing among the most significant (Schroer and Hertel). Additionally, Wikipedians seem to be taking up the cause of generativity (a concern for the ongoing health and openness of the Internet’s infrastructures) that Jonathan Zittrain notably called for in The Future of the Internet and How to Stop It. Governance and ControlAlthough the technical infrastructure of Wikipedia is built to support and perhaps encourage an equal distribution of power on the site, Wikipedia is not a land of “anything goes.” The popular press has covered recent efforts by the site to reduce vandalism through a layer of editorial review (Cohen), a tightening of control cited as a possible reason for the recent dip in the number of active editors (Edwards). A number of regulations are already in place that prevent the open editing of certain articles and pages, such as the site’s disclaimers and pages that have suffered large amounts of vandalism. Editing wars can also cause temporary restrictions to editing, and Ayers, Matthews, and Yates point out that these wars can happen anywhere, even to Burt Reynold’s page.Academic studies have begun to explore the governance and control that has developed in the Wikipedia community, generally highlighting how order is maintained not through particular actors, but through established procedures and norms. Konieczny tested whether Wikipedia’s evolution can be defined by Michels’ Iron Law of Oligopoly, which predicts that the everyday operations of any organisation cannot be run by a mass of members, and ultimately control falls into the hands of the few. Through exploring a particular WikiProject on information validation, he concludes:There are few indicators of an oligarchy having power on Wikipedia, and few trends of a change in this situation. The high level of empowerment of individual Wikipedia editors with regard to policy making, the ease of communication, and the high dedication to ideals of contributors succeed in making Wikipedia an atypical organization, quite resilient to the Iron Law. (189)Butler, Joyce, and Pike support this assertion, though they emphasise that instead of oligarchy, control becomes encapsulated in a wide variety of structures, policies, and procedures that guide involvement with the site. A virtual “bureaucracy” emerges, but one that should not be viewed with the negative connotation often associated with the term.Other work considers control on Wikipedia through the framework of commons governance, where “peer production depends on individual action that is self-selected and decentralized rather than hierarchically assigned. Individuals make their own choices with regard to resources managed as a commons” (Viegas, Wattenberg and McKeon). The need for quality standards and quality control largely dictate this commons governance, though interviewing Wikipedians with various levels of responsibility revealed that policies and procedures are only as good as those who maintain them. Forte, Larco, and Bruckman argue “the Wikipedia community has remained healthy in large part due to the continued presence of ‘old-timers’ who carry a set of social norms and organizational ideals with them into every WikiProject, committee, and local process in which they take part” (71). Thus governance on Wikipedia is a strong representation of a democratic ideal, where actors and policies are closely tied in their evolution. Transparency, Content, and BiasThe issue of transparency has proved to be a double-edged sword for Wikipedia and Wikipedians. The goal of a collective body of knowledge created by all—the “expert” and the “amateur”—can only be upheld if equal access to page creation and development is allotted to everyone, including those who prefer anonymity. And yet this very option for anonymity, or even worse, false identities, has been a sore subject for some in the Wikipedia community as well as a source of concern for some scholars (Santana and Wood). The case of a 24-year old college dropout who represented himself as a multiple Ph.D.-holding theology scholar and edited over 16,000 articles brought these issues into the public spotlight in 2007 (Doran; Elsworth). Wikipedia itself has set up standards for content that include expectations of a neutral point of view, verifiability of information, and the publishing of no original research, but Santana and Wood argue that self-policing of these policies is not adequate:The principle of managerial discretion requires that every actor act from a sense of duty to exercise moral autonomy and choice in responsible ways. When Wikipedia’s editors and administrators remain anonymous, this criterion is simply not met. It is assumed that everyone is behaving responsibly within the Wikipedia system, but there are no monitoring or control mechanisms to make sure that this is so, and there is ample evidence that it is not so. (141) At the theoretical level, some downplay these concerns of transparency and autonomy as logistical issues in lieu of the potential for information systems to support rational discourse and emancipatory forms of communication (Hansen, Berente, and Lyytinen), but others worry that the questionable “realities” created on Wikipedia will become truths once circulated to all areas of the Web (Langlois and Elmer). With the number of articles on the English-language version of Wikipedia reaching well into the millions, the task of mapping and assessing content has become a tremendous endeavour, one mostly taken on by information systems experts. Kittur, Chi, and Suh have used Wikipedia’s existing hierarchical categorisation structure to map change in the site’s content over the past few years. Their work revealed that in early 2008 “Culture and the arts” was the most dominant category of content on Wikipedia, representing nearly 30% of total content. People (15%) and geographical locations (14%) represent the next largest categories, while the natural and physical sciences showed the greatest increase in volume between 2006 and 2008 (+213%D, with “Culture and the arts” close behind at +210%D). This data may indicate that contributing to Wikipedia, and thus spreading knowledge, is growing amongst the academic community while maintaining its importance to the greater popular culture-minded community. Further work by Kittur and Kraut has explored the collaborative process of content creation, finding that too many editors on a particular page can reduce the quality of content, even when a project is well coordinated.Bias in Wikipedia content is a generally acknowledged and somewhat conflicted subject (Giles; Johnson; McHenry). The Wikipedia community has created numerous articles and pages within the site to define and discuss the problem. Citing a survey conducted by the University of Würzburg, Germany, the “Wikipedia:Systemic bias” page describes the average Wikipedian as:MaleTechnically inclinedFormally educatedAn English speakerWhiteAged 15-49From a majority Christian countryFrom a developed nationFrom the Northern HemisphereLikely a white-collar worker or studentBias in content is thought to be perpetuated by this demographic of contributor, and the “founder effect,” a concept from genetics, linking the original contributors to this same demographic has been used to explain the origins of certain biases. Wikipedia’s “About” page discusses the issue as well, in the context of the open platform’s strengths and weaknesses:in practice editing will be performed by a certain demographic (younger rather than older, male rather than female, rich enough to afford a computer rather than poor, etc.) and may, therefore, show some bias. Some topics may not be covered well, while others may be covered in great depth. No educated arguments against this inherent bias have been advanced.Royal and Kapila’s study of Wikipedia content tested some of these assertions, finding identifiable bias in both their purposive and random sampling. They conclude that bias favoring larger countries is positively correlated with the size of the country’s Internet population, and corporations with larger revenues work in much the same way, garnering more coverage on the site. The researchers remind us that Wikipedia is “more a socially produced document than a value-free information source” (Royal & Kapila).WikiProject: Countering Systemic BiasAs a coalition of current Wikipedia editors, the WikiProject: Countering Systemic Bias (WP:CSB) attempts to counter trends in content production and points of view deemed harmful to the democratic ideals of a valueless, open online encyclopedia. WP:CBS’s mission is not one of policing the site, but rather deepening it:Generally, this project concentrates upon remedying omissions (entire topics, or particular sub-topics in extant articles) rather than on either (1) protesting inappropriate inclusions, or (2) trying to remedy issues of how material is presented. Thus, the first question is "What haven't we covered yet?", rather than "how should we change the existing coverage?" (Wikipedia, “Countering”)The project lays out a number of content areas lacking adequate representation, geographically highlighting the dearth in coverage of Africa, Latin America, Asia, and parts of Eastern Europe. WP:CSB also includes a “members” page that editors can sign to show their support, along with space to voice their opinions on the problem of bias on Wikipedia (the quotations at the beginning of this paper are taken from this “members” page). At the time of this study, 329 editors had self-selected and self-identified as members of WP:CSB, and this group constitutes the population sample for the current study. To explore the extent to which WP:CSB addressed these self-identified areas for improvement, each editor’s last 50 edits were coded for their primary geographical country of interest, as well as the conceptual category of the page itself (“P” for person/people, “L” for location, “I” for idea/concept, “T” for object/thing, or “NA” for indeterminate). For example, edits to the Wikipedia page for a single person like Tony Abbott (Australian federal opposition leader) were coded “Australia, P”, while an edit for a group of people like the Manchester United football team would be coded “England, P”. Coding was based on information obtained from the header paragraphs of each article’s Wikipedia page. After coding was completed, corresponding information on each country’s associated continent was added to the dataset, based on the United Nations Statistics Division listing.A total of 15,616 edits were coded for the study. Nearly 32% (n = 4962) of these edits were on articles for persons or people (see Table 1 for complete coding results). From within this sub-sample of edits, a majority of the people (68.67%) represented are associated with North America and Europe (Figure A). If we break these statistics down further, nearly half of WP:CSB’s edits concerning people were associated with the United States (36.11%) and England (10.16%), with India (3.65%) and Australia (3.35%) following at a distance. These figures make sense for the English-language Wikipedia; over 95% of the population in the three Westernised countries speak English, and while India is still often regarded as a developing nation, its colonial British roots and the emergence of a market economy with large, technology-driven cities are logical explanations for its representation here (and some estimates make India the largest English-speaking nation by population on the globe today).Table A Coding Results Total Edits 15616 (I) Ideas 2881 18.45% (L) Location 2240 14.34% NA 333 2.13% (T) Thing 5200 33.30% (P) People 4962 31.78% People by Continent Africa 315 6.35% Asia 827 16.67% Australia 175 3.53% Europe 1411 28.44% NA 110 2.22% North America 1996 40.23% South America 128 2.58% The areas of the globe of main concern to WP:CSB proved to be much less represented by the coalition itself. Asia, far and away the most populous continent with more than 60% of the globe’s people (GeoHive), was represented in only 16.67% of edits. Africa (6.35%) and South America (2.58%) were equally underrepresented compared to both their real-world populations (15% and 9% of the globe’s population respectively) and the aforementioned dominance of the advanced Westernised areas. However, while these percentages may seem low, in aggregate they do meet the quota set on the WP:CSB Project Page calling for one out of every twenty edits to be “a subject that is systematically biased against the pages of your natural interests.” By this standard, the coalition is indeed making headway in adding content that strategically counterbalances the natural biases of Wikipedia’s average editor.Figure ASocial network analysis allows us to visualise multifaceted data in order to identify relationships between actors and content (Vego-Redondo; Watts). Similar to Davis’s well-known sociological study of Southern American socialites in the 1930s (Scott), our Wikipedia coalition can be conceptualised as individual actors united by common interests, and a network of relations can be constructed with software such as UCINET. A mapping algorithm that considers both the relationship between all sets of actors and each actor to the overall collective structure produces an image of our network. This initial network is bimodal, as both our Wikipedia editors and their edits (again, coded for country of interest) are displayed as nodes (Figure B). Edge-lines between nodes represents a relationship, and here that relationship is the act of editing a Wikipedia article. We see from our network that the “U.S.” and “England” hold central positions in the network, with a mass of editors crowding around them. A perimeter of nations is then held in place by their ties to editors through the U.S. and England, with a second layer of editors and poorly represented nations (Gabon, Laos, Uzbekistan, etc.) around the boundaries of the network.Figure BWe are reminded from this visualisation both of the centrality of the two Western powers even among WP:CSB editoss, and of the peripheral nature of most other nations in the world. But we also learn which editors in the project are contributing most to underrepresented areas, and which are less “tied” to the Western core. Here we see “Wizzy” and “Warofdreams” among the second layer of editors who act as a bridge between the core and the periphery; these are editors with interests in both the Western and marginalised nations. Located along the outer edge, “Gallador” and “Gerrit” have no direct ties to the U.S. or England, concentrating all of their edits on less represented areas of the globe. Identifying editors at these key positions in the network will help with future research, informing interview questions that will investigate their interests further, but more significantly, probing motives for participation and action within the coalition.Additionally, we can break the network down further to discover editors who appear to have similar interests in underrepresented areas. Figure C strips down the network to only editors and edits dealing with Africa and South America, the least represented continents. From this we can easily find three types of editors again: those who have singular interests in particular nations (the outermost layer of editors), those who have interests in a particular region (the second layer moving inward), and those who have interests in both of these underrepresented regions (the center layer in the figure). This last group of editors may prove to be the most crucial to understand, as they are carrying the full load of WP:CSB’s mission.Figure CThe End of Geography, or the Reclamation?In The Internet Galaxy, Manuel Castells writes that “the Internet Age has been hailed as the end of geography,” a bold suggestion, but one that has gained traction over the last 15 years as the excitement for the possibilities offered by information communication technologies has often overshadowed structural barriers to participation like the Digital Divide (207). Castells goes on to amend the “end of geography” thesis by showing how global information flows and regional Internet access rates, while creating a new “map” of the world in many ways, is still closely tied to power structures in the analog world. The Internet Age: “redefines distance but does not cancel geography” (207). The work of WikiProject: Countering Systemic Bias emphasises the importance of place and representation in the information environment that continues to be constructed in the online world. This study looked at only a small portion of this coalition’s efforts (~16,000 edits)—a snapshot of their labor frozen in time—which itself is only a minute portion of the information being dispatched through Wikipedia on a daily basis (~125,000 edits). Further analysis of WP:CSB’s work over time, as well as qualitative research into the identities, interests and motivations of this collective, is needed to understand more fully how information bias is understood and challenged in the Internet galaxy. The data here indicates this is a fight worth fighting for at least a growing few.ReferencesAlexa. “Top Sites.” Alexa.com, n.d. 10 Mar. 2010 ‹http://www.alexa.com/topsites>. Ayers, Phoebe, Charles Matthews, and Ben Yates. How Wikipedia Works: And How You Can Be a Part of It. 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Introduction Almost all industries in Australia today have adopted digital media in some way. However, uses in large scale activities such as mining may seem to be different from others. This article looks at mining practices with a media studies approach, and concludes that, just as many other industries, mining and media have converged. Many Australian mine sites are adopting new media for communication and control to manage communication, explore for ore bodies, simulate forces, automate drilling, keep records, and make transport and command robotic. Beyond sharing similar digital devices for communication and computation, new media in mining employ characteristic digital media operations, such as numerical operation, automation and managed variability. This article examines the implications of finding that some of the most material practices have become mediated by new media. Mining has become increasingly mediated through new media technologies similar to GPS, visualisation, game remote operation, similar to those adopted in consumer home and mobile digital media. The growing and diversified adoption of digital media championed by companies like Rio Tinto aims not only ‘improve’ mining, but to change it. Through remediating practices of digital mining, new media have become integral powerful tools in prospective, real time and analytical environments. This paper draws on two well-known case studies of mines in the Pilbara and Western NSW. These have been documented in press releases and media reports as representing changes in media and mining. First, the West Angelas mines in the Pilbara is an open cut iron ore mine introducing automation and remote operation. This mine is located in the remote Pilbara, and is notable for being operated remotely from a control centre 2000km away, near Perth Airport, WA. A growing fleet of Komatsu 930E haul trucks, which can drive autonomously, traverses the site. Fitted with radars, lasers and GPS, these enormous vehicles navigate through the open pit mine with no direct human control. Introducing these innovations to mine sites become more viable after iron ore mining became increasingly profitable in the mid-2000s. A boom in steel building in China drove unprecedented demand. This growing income coincided with a change in public rhetoric from companies like Rio Tinto. They pointed towards substantial investments in research, infrastructure, and accelerated introduction of new media technologies into mining practices. Rio Tinto trademarked the term ‘Mine of the future’ (US Federal News Service 1), and publicised their ambitious project for renewal of mining practice, including digital media. More recently, prices have been more volatile. The second case study site is a copper and gold underground mine at Northparkes in Western NSW. Northparkes uses substantial sensing and control, as well as hybrid autonomous and remote operated vehicles. The use of digital media begins with prospecting, and through to logistics of transportation. Engineers place explosives in optimal positions using computer modelling of the underground rock formations. They make heavy use of software to coordinate layer-by-layer use of explosives in this advanced ‘box cut’ mine. After explosives disrupt the rock layer a kilometre underground, another specialised vehicle collects and carries the ore to the surface. The Sandvik loader-hauler-dumper (LHD) can be driven conventionally by a driver, but it can also travel autonomously in and out of the mine without a direct operator. Once it reaches a collection point, where the broken up ore has accumulated, a user of the surface can change the media mode to telepresence. The human operator then takes control using something like a games controller and multiple screens. The remote operator controls the LHD to fill the scoop with ore. The fully-loaded LHD backs up, and returns autonomously using laser senses to follow a trail to the next drop off point. The LHD has become a powerful mediator, reconfiguring technical, material and social practices throughout the mine. The Meanings of Mining and Media Are Converging Until recently, mining and media typically operated ontologically separately. The media, such as newspapers and television, often tell stories about mining, following regular narrative scripts. There are controversies and conflicts, narratives of ecological crises, and the economics of national benefit. There are heroic and tragic stories such as the Beaconsfield mine collapse (Clark). There are new industry policies (Middelbeek), which are politically fraught because of the lobbying power of miners. Almost completely separately, workers in mines were consumers of media, from news to entertainment. These media practices, while important in their own right, tell nothing of the approaching changes in many other sectors of work and everyday life. It is somewhat unusual for a media studies scholar to study mine sites. Mine sites are most commonly studied by Engineering (Bellamy & Pravica), Business and labour and cultural histories (McDonald, Mayes & Pini). Until recently, media scholarship on mining has related to media institutions, such as newspapers, broadcasters and websites, and their audiences. As digital media have proliferated, the phenomena that can be considered as media phenomena has changed. This article, pointing to the growing roles of media technologies, observes the growing importance that media, in these terms, have in the rapidly changing domain of mining. Another meaning for ‘media’ studies, from cybernetics, is that a medium is any technology that translates perception, makes interpretations, and performs expressions. This meaning is more abstract, operating with a broader definition of media — not only those institutionalised as newspapers or radio stations. It is well known that computer-based media have become ubiquitous in culture. This is true in particular within the mining company’s higher ranks. Rio Tinto’s ambitious 2010 ‘Mine of the Future’ (Fisher & Schnittger, 2) program was premised on an awareness that engineers, middle managers and senior staff were already highly computer literate. It is worth remembering that such competency was relatively uncommon until the late 1980s. The meanings of digital media have been shifting for many years, as computers become experienced more as everyday personal artefacts, and less as remote information systems. Their value has always been held with some ambivalence. Zuboff’s (387-414) picture of loss, intimidation and resistance to new information technologies in the 1980s seems to have dissipated by 2011. More than simply being accepted begrudgingly, the PC platform (and variants) has become a ubiquitous platform, a lingua franca for information workers. It became an intimate companion for many professions, and in many homes. It was an inexpensive, versatile and generalised convergent medium for communication and control. And yet, writers such as Gregg observe, the flexibility of networked digital work imposes upon many workers ‘unlimited work’. The office boundaries of the office wall break down, for better or worse. Emails, utility and other work-related behaviours increasingly encroach onto domestic and public space and time. Its very attractiveness to users has tied them to these artefacts. The trail that leads the media studies discipline down the digital mine shaft has been cleared by recent work in media archaeology (Parikka), platform studies (Middelbeek; Montfort & Bogost; Maher) and new media (Manovich). Each of these redefined Media Studies practices addresses the need to diversify the field’s attention and methods. It must look at more specific, less conventional and more complex media formations. Mobile media and games (both computer-based) have turned out to be quite different from traditional media (Hjorth; Goggin). Kirschenbaum’s literary study of hard drives and digital fiction moves from materiality to aesthetics. In my study of digital mining, I present a reconfigured media studies, after the authors, that reveals heterogeneous media configurations, deserving new attention to materiality. This article also draws from the actor network theory approach and terminology (Latour). The uses of media / control / communications in the mining industry are very complex, and remain under constant development. Media such as robotics, computer modelling, remote operation and so on are bound together into complex practices. Each mine site is different — geologically, politically, and economically. Mines are subject to local and remote disasters. Mine tunnels and global prices can collapse, rendering active sites uneconomical overnight. Many technologies are still under development — including Northparkes and West Angelas. Both these sites are notable for their significant use of autonomous vehicles and remote operated vehicles. There is no doubt that the digital technologies modulate all manner of the mining processes: from rocks and mechanical devices to human actors. Each of these actors present different forms of collusion and opposition. Within a mining operation, the budgets for computerised and even robotic systems are relatively modest for their expected return. Deep in a mine, we can still see media convergence at work. Convergence refers to processes whereby previously diverse practices in media have taken on similar devices and techniques. While high-end PCs in mining, running simulators; control data systems; visualisation; telepresence, and so on may be high performance, ruggedised devices, they still share a common platform to the desktop PC. Conceptual resources developed in Media Ecology, New Media Studies, and the Digital Humanities can now inform readings of mining practices, even if their applications differ dramatically in size, reliability and cost. It is not entirely surprising that some observations by new media theorists about entertainment and media applications can also relate to features of mining technologies. Manovich argues that numerical representation is a distinctive feature of new media. Numbers have always already been key to mining engineering. However, computers visualise numerical fields in simulations that extend out of the minds of the calculators, and into visual and even haptic spaces. Specialists in geology, explosives, mechanical apparatuses, and so on, can use plaftorms that are common to everyday media. As the significance of numbers is extended by computers in the field, more and more diverse sources of data provide apparently consistent and seamless images of multiple fields of knowledge. Another feature that Manovich identifies in new media is the capacity for automation of media operations. Automation of many processes in mechanical domains clearly occurred long before industrial technologies were ported into new media. The difference with new media in mine sites is that robotic systems must vary their performance according to feedback from their extra-system environments. For our purposes, the haul trucks in WA are software-controlled devices that already qualify as robots. They sense, interpret and act in the world based on their surroundings. They evaluate multiple factors, including the sensors, GPS signals, operator instructions and so on. They can repeat the path, by sensing the differences, day after day, even if the weather changes, the track wears away or the instructions from base change. Automation compensates for differences within complex and changing environments. Automation of an open-pit mine haulage system… provides more consistent and efficient operation of mining equipment, it removes workers from potential danger, it reduces fuel consumption significantly reducing greenhouse gas (GHG) emissions, and it can help optimize vehicle repairs and equipment replacement because of more-predictable and better-controlled maintenance. (Parreire and Meech 1-13) Material components in physical mines tend to become modular and variable, as their physical shape lines up with the logic of another of Manovich’s new media themes, variability. Automatic systems also make obsolete human drivers, who previously handled those environmental variations, for better or for worse, through the dangerous, dull and dirty spaces of the mine. Drivers’ capacity to control repeat trips is no longer needed. The Komatsu driverless truck, introduced to the WA iron ore mines from 2008, proved itself to be almost as quick as human drivers at many tasks. But the driverless trucks have deeper advantages: they can run 23 hours each day with no shift breaks; they drive more cautiously and wear the equipment less than human drivers. There is no need to put up workers and their families up in town. The benefit most often mentioned is safety: even the worst accident won’t produce injuries to drivers. The other advantage less mentioned is that autonomous trucks don’t strike. Meanwhile, managers of human labour also need to adopt certain strategies of modulation to support the needs and expectations of their workers. Mobile phones, televisions and radio are popular modes of connecting workers to their loved ones, particularly in the remote and harsh West Angelas site. One solution — regular fly-in-fly out shifts — tends also to be alienating for workers and locals (Cheshire; Storey; Tonts). As with any operations, the cost of maintaining a safe and comfortable environment for workers requires trade-offs. Companies face risks from mobile phones, leaking computer networks, and espionage that expose the site to security risks. Because of such risks, miners tend be subject to disciplinary regimes. It is common to test alcohol and drug levels. There was some resistance from workers, who refused to change to saliva testing from urine testing (Latimer). Contesting these machines places the medium, in a different sense, at the centre of regulation of the workers’ bodies. In Northparkes, the solution of hybrid autonomous and remote operation is also a solution for modulating labour. It is safer and more comfortable, while also being more efficient, as one experienced driver can control three trucks at a time. This more complex mode of mediation is necessary because underground mines are more complex in geology, and working environments to suit full autonomy. These variations provide different relationships between operators and machines. The operator uses a games controller, and watches four video views from the cabin to make the vehicle fill the bucket with ore (Northparkes Mines, 9). Again, media have become a pivotal element in the mining assemblage. This combines the safety and comfort of autonomous operation (helping to retain staff) with the required use of human sensorimotor dexterity. Mine systems deserve attention from media studies because sites are combining large scale physical complexity with increasingly sophisticated computing. The conventional pictures of mining and media rarely address the specificity of subjective and artefactual encounters in and around mine sites. Any research on mining communication is typically within the instrumental frames of engineering (Duff et al.). Some of the developments in mechanical systems have contributed to efficiency and safety of many mines: larger trucks, more rock crushers, and so on. However, the single most powerful influence on mining has been adopting digital media to control, integrate and mining systems. Rio Tinto’s transformative agenda document is outlined in its high profile ‘Mine of the Future’ agenda (US Federal News Service). The media to which I refer are not only those in popular culture, but also those with digital control and communications systems used internally within mines and supply chains. The global mining industry began adopting digital communication automation (somewhat) systematically only in the 1980s. Mining companies hesitated to adopt digital media because the fundamentals of mining are so risky and bound to standard procedures. Large scale material operations, extracting and processing minerals from under the ground: hardly to be an appropriate space for delicate digital electronics. Mining is also exposed to volatile economic conditions, so investing in anything major can be unattractive. High technology perhaps contradicts an industry ethos of risk-taking and masculinity. Digital media became domesticated, and familiar to a new generation of formally educated engineers for whom databases and algorithms (Manovich) were second nature. Digital systems become simultaneously controllers of objects, and mediators of meanings and relationships. They control movements, and express communications. Computers slide from using meanings to invoking direct actions over objects in the world. Even on an everyday scale, computer operations often control physical processes. Anti-lock Braking Systems regulate a vehicle’s braking pressure to avoid the danger when wheels lock-up. Or another example, is the ATM, which involves both symbolic interactions, and also exchange of physical objects. These operations are examples of the ‘asignifying semiotic’ (Guattari), in which meanings and non-meanings interact. There is no operation essential distinction between media- and non-media digital operations. Which are symbolic, attached or non-consequential is not clear. This trend towards using computation for both meanings and actions has accelerated since 2000. Mines of the Future Beyond a relatively standard set of office and communications software, many fields, including mining, have adopted specialised packages for their domains. In 3D design, it is AutoCAD. In hard sciences, it is custom modelling. In audiovisual production, it may be Apple and Adobe products. Some platforms define their subjectivity, professional identity and practices around these platforms. This platform orientation is apparent in areas of mining, so that applications such as the Gemcom, Rockware, Geological Database and Resource Estimation Modelling from Micromine; geology/mine design software from Runge, Minemap; and mine production data management software from Corvus. However, software is only a small proportion of overall costs in the industry. Agents in mining demand solutions to peculiar problems and requirements. They are bound by their enormous scale; physical risks of environments, explosive and moving elements; need to negotiate constant change, as mining literally takes the ground from under itself; the need to incorporate geological patterns; and the importance of logistics. When digital media are the solution, there can be what is perceived as rapid gains, including greater capacities for surveillance and control. Digital media do not provide more force. Instead, they modulate the direction, speed and timing of activities. It is not a complete solution, because too many uncontrolled elements are at play. Instead, there are moment and situations when the degree of control refigures the work that can be done. Conclusions In this article I have proposed a new conception of media change, by reading digital innovations in mining practices themselves as media changes. This involved developing an initial reading of the operations of mining as digital media. With this approach, the array of media components extends far beyond the conventional ‘mass media’ of newspapers and television. It offers a more molecular media environment which is increasingly heterogeneous. It sometimes involves materiality on a huge scale, and is sometimes apparently virtual. The mining media event can be a semiotic, a signal, a material entity and so on. It can be a command to a human. It can be a measurement of location, a rock formation, a pressure or an explosion. The mining media event, as discussed above, is subject to Manovich’s principles of media, being numerical, variable and automated. In the mining media event, these principles move from the aesthetic to the instrumental and physical domains of the mine site. The role of new media operates at many levels — from the bottom of the mine site to the cruising altitude of the fly-in-fly out aeroplanes — has motivated significant changes in the Australian industry. When digital media and robotics come into play, they do not so much introduce change, but reintroduce similarity. This inversion of media is less about meaning, and more about local mastery. Media modulation extends the kinds of influence that can be exerted by the actors in control. In these situations, the degrees of control, and of resistance, are yet to be seen. Acknowledgments Thanks to Mining IQ for a researcher's pass at Mining Automation and Communication Conference, Perth in August 2012. References Bellamy, D., and L. 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Taylor & Francis, 2008. Kirschenbaum, M.G. Mechanisms: New Media and the Forensic Imagination. Campridge, Mass.: MIT Press, 2008. Latimer, Cole. “Fair Work Appeal May Change Drug Testing on Site.” Mining Australia 2012. 3 May 2013 ‹http://www.miningaustralia.com.au/news/fair-work-appeal-may-change-drug-testing-on-site›. Latour, B. Reassembling the Social: An Introduction to Actor-Network-Theory. Oxford: Oxford University Press, 2007. Maher, J. The Future Was Here: The Commodore Amiga. Cambridge, Mass.: MIT Press, 2012. Manovich, Lev. The Language of New Media. Cambridge, Mass.: MIT Press, 2001. McDonald, P., R. Mayes, and B. Pini. “Mining Work, Family and Community: A Spatially-Oriented Approach to the Impact of the Ravensthorpe Nickel Mine Closure in Remote Australia.” Journal of Industrial Relations 2012. Middelbeek, E. “Australia Mining Tax Set to Slam Iron Ore Profits.” Metal Bulletin Weekly 2012. Montfort, N., and I. Bogost. Racing the Beam: The Atari Video Computer System. Cambridge, Mass.: MIT Press, 2009. Parikka, J. What Is Media Archaeology? London: Polity Press, 2012. Parreira, J., and J. Meech. “Autonomous vs Manual Haulage Trucks — How Mine Simulation Contributes to Future Haulage System Developments.” Paper presented at the CIM Meeting, Vancouver, 2010. 3 May 2013 ‹http://www.infomine.com/library/publications/docs/parreira2010.pdf›. Storey, K. “Fly-In/Fly-Out and Fly-Over: Mining and Regional Development in Western Australia.” Australian Geographer 32.2 (2010): 133–148. Storey, K. “Fly-In/Fly-Out: Implications for Community Sustainability.” Sustainability 2.5 (2010): 1161–1181. 3 May 2013 ‹http://www.mdpi.com/2071-1050/2/5/1161›. Takayama, L., W. Ju, and C. Nas. “Beyond Dirty, Dangerous and Dull: What Everyday People Think Robots Should Do.” Paper presented at HRI '08, Amsterdam, 2008. 3 May 2013 ‹http://www-cdr.stanford.edu/~wendyju/publications/hri114-takayama.pdf›. Tonts, M. “Labour Market Dynamics in Resource Dependent Regions: An Examination of the Western Australian Goldfields.” Geographical Research 48.2 (2010): 148-165. 3 May 2013 ‹http://onlinelibrary.wiley.com/doi/10.1111/j.1745-5871.2009.00624.x/abstract›. US Federal News Service, Including US State News. “USPTO Issues Trademark: Mine of the Future.” 31 Aug. 2011. Wu, S., H. Han, X. Liu, H. Wang, F. Xue. “Highly Effective Use of Australian Pilbara Blend Lump Ore in a Blast Furnace.” Revue de Métallurgie 107.5 (2010): 187-193. doi:10.1051/metal/2010021. Zuboff, S. In the Age of the Smart Machine: The Future of Work and Power. Heinemann Professional, 1988.

Connecting I’ve moved house on the weekend, closer to the centre of an Australian capital city. I had recently signed up for broadband, with a major Australian Internet company (my first contact, cf. Turner). Now I am the proud owner of a larger modem than I have ever owned: a white cable modem. I gaze out into our new street: two thick black cables cosseted in silver wire. I am relieved. My new home is located in one of those streets, double-cabled by Telstra and Optus in the data-rush of the mid-1990s. Otherwise, I’d be moth-balling the cable modem, and the thrill of my data percolating down coaxial cable. And it would be off to the computer supermarket to buy an ASDL modem, then to pick a provider, to squeeze some twenty-first century connectivity out of old copper (the phone network our grandparents and great-grandparents built). If I still lived in the country, or the outskirts of the city, or anywhere else more than four kilometres from the phone exchange, and somewhere that cable pay TV will never reach, it would be a dish for me — satellite. Our digital lives are premised upon infrastructure, the networks through which we shape what we do, fashion the meanings of our customs and practices, and exchange signs with others. Infrastructure is not simply the material or the technical (Lamberton), but it is the dense, fibrous knotting together of social visions, cultural resources, individual desires, and connections. No more can one easily discern between ‘society’ and ‘technology’, ‘carriage’ and ‘content’, ‘base’ and ‘superstructure’, or ‘infrastructure’ and ‘applications’ (or ‘services’ or ‘content’). To understand telecommunications in action, or the vectors of fibre, we need to consider the long and heterogeneous list of links among different human and non-human actors — the long networks, to take Bruno Latour’s evocative concept, that confect our broadband networks (Latour). The co-ordinates of our infrastructure still build on a century-long history of telecommunications networks, on the nineteenth-century centrality of telegraphy preceding this, and on the histories of the public and private so inscribed. Yet we are in the midst of a long, slow dismantling of the posts-telegraph-telephone (PTT) model of the monopoly carrier for each nation that dominated the twentieth century, with its deep colonial foundations. Instead our New World Information and Communication Order is not the decolonising UNESCO vision of the late 1970s and early 1980s (MacBride, Maitland). Rather it is the neoliberal, free trade, market access model, its symbol the 1984 US judicial decision to require the break-up of AT&T and the UK legislation in the same year that underpinned the Thatcherite twin move to privatize British Telecom and introduce telecommunications competition. Between 1984 and 1999, 110 telecommunications companies were privatized, and the ‘acquisition of privatized PTOs [public telecommunications operators] by European and American operators does follow colonial lines’ (Winseck 396; see also Mody, Bauer & Straubhaar). The competitive market has now been uneasily installed as the paradigm for convergent communications networks, not least with the World Trade Organisation’s 1994 General Agreement on Trade in Services and Annex on Telecommunications. As the citizen is recast as consumer and customer (Goggin, ‘Citizens and Beyond’), we rethink our cultural and political axioms as well as the axes that orient our understandings in this area. Information might travel close to the speed of light, and we might fantasise about optical fibre to the home (or pillow), but our terrain, our band where the struggle lies today, is narrower than we wish. Begging for broadband, it seems, is a long way from warchalking for WiFi. Policy Circuits The dreary everyday business of getting connected plugs the individual netizen into a tangled mess of policy circuits, as much as tricky network negotiations. Broadband in mid-2003 in Australia is a curious chimera, welded together from a patchwork of technologies, old and newer communications industries, emerging economies and patterns of use. Broadband conjures up grander visions, however, of communication and cultural cornucopia. Broadband is high-speed, high-bandwidth, ‘always-on’, networked communications. People can send and receive video, engage in multimedia exchanges of all sorts, make the most of online education, realise the vision of home-based work and trading, have access to telemedicine, and entertainment. Broadband really entered the lexicon with the mass takeup of the Internet in the early to mid-1990s, and with the debates about something called the ‘information superhighway’. The rise of the Internet, the deregulation of telecommunications, and the involuted convergence of communications and media technologies saw broadband positioned at the centre of policy debates nearly a decade ago. In 1993-1994, Australia had its Broadband Services Expert Group (BSEG), established by the then Labor government. The BSEG was charged with inquiring into ‘issues relating to the delivery of broadband services to homes, schools and businesses’. Stung by criticisms of elite composition (a narrow membership, with only one woman among its twelve members, and no consumer or citizen group representation), the BSEG was prompted into wider public discussion and consultation (Goggin & Newell). The then Bureau of Transport and Communications Economics (BTCE), since transmogrified into the Communications Research Unit of the Department of Communications, Information Technology and the Arts (DCITA), conducted its large-scale Communications Futures Project (BTCE and Luck). The BSEG Final report posed the question starkly: As a society we have choices to make. If we ignore the opportunities we run the risk of being left behind as other countries introduce new services and make themselves more competitive: we will become consumers of other countries’ content, culture and technologies rather than our own. Or we could adopt new technologies at any cost…This report puts forward a different approach, one based on developing a new, user-oriented strategy for communications. The emphasis will be on communication among people... (BSEG v) The BSEG proposed a ‘National Strategy for New Communications Networks’ based on three aspects: education and community access, industry development, and the role of government (BSEG x). Ironically, while the nation, or at least its policy elites, pondered the weighty question of broadband, Australia’s two largest telcos were doing it. The commercial decision of Telstra/Foxtel and Optus Vision, and their various television partners, was to nail their colours (black) to the mast, or rather telegraph pole, and to lay cable in the major capital cities. In fact, they duplicated the infrastructure in cities such as Sydney and Melbourne, then deciding it would not be profitable to cable up even regional centres, let alone small country towns or settlements. As Terry Flew and Christina Spurgeon observe: This wasteful duplication contrasted with many other parts of the country that would never have access to this infrastructure, or to the social and economic benefits that it was perceived to deliver. (Flew & Spurgeon 72) The implications of this decision for Australia’s telecommunications and television were profound, but there was little, if any, public input into this. Then Minister Michael Lee was very proud of his anti-siphoning list of programs, such as national sporting events, that would remain on free-to-air television rather than screen on pay, but was unwilling, or unable, to develop policy on broadband and pay TV cable infrastructure (on the ironies of Australia’s television history, see Given’s masterly account). During this period also, it may be remembered, Australia’s Internet was being passed into private hands, with the tendering out of AARNET (see Spurgeon for discussion). No such national strategy on broadband really emerged in the intervening years, nor has the market provided integrated, accessible broadband services. In 1997, landmark telecommunications legislation was enacted that provided a comprehensive framework for competition in telecommunications, as well as consolidating and extending consumer protection, universal service, customer service standards, and other reforms (CLC). Carrier and reseller competition had commenced in 1991, and the 1997 legislation gave it further impetus. Effective competition is now well established in long distance telephone markets, and in mobiles. Rivalrous competition exists in the market for local-call services, though viable alternatives to Telstra’s dominance are still few (Fels). Broadband too is an area where there is symbolic rivalry rather than effective competition. This is most visible in advertised ADSL offerings in large cities, yet most of the infrastructure for these services is comprised by Telstra’s copper, fixed-line network. Facilities-based duopoly competition exists principally where Telstra/Foxtel and Optus cable networks have been laid, though there are quite a number of ventures underway by regional telcos, power companies, and, most substantial perhaps, the ACT government’s TransACT broadband network. Policymakers and industry have been greatly concerned about what they see as slow takeup of broadband, compared to other countries, and by barriers to broadband competition and access to ‘bottleneck’ facilities (such as Telstra or Optus’s networks) by potential competitors. The government has alternated between trying to talk up broadband benefits and rates of take up and recognising the real difficulties Australia faces as a large country with a relative small and dispersed population. In March 2003, Minister Alston directed the ACCC to implement new monitoring and reporting arrangements on competition in the broadband industry. A key site for discussion of these matters has been the competition policy institution, the Australian Competition and Consumer Commission, and its various inquiries, reports, and considerations (consult ACCC’s telecommunications homepage at http://www.accc.gov.au/telco/fs-telecom.htm). Another key site has been the Productivity Commission (http://www.pc.gov.au), while a third is the National Office on the Information Economy (NOIE - http://www.noie.gov.au/projects/access/access/broadband1.htm). Others have questioned whether even the most perfectly competitive market in broadband will actually provide access to citizens and consumers. A great deal of work on this issue has been undertaken by DCITA, NOIE, the regulators, and industry bodies, not to mention consumer and public interest groups. Since 1997, there have been a number of governmental inquiries undertaken or in progress concerning the takeup of broadband and networked new media (for example, a House of Representatives Wireless Broadband Inquiry), as well as important inquiries into the still most strategically important of Australia’s companies in this area, Telstra. Much of this effort on an ersatz broadband policy has been piecemeal and fragmented. There are fundamental difficulties with the large size of the Australian continent and its harsh terrain, the small size of the Australian market, the number of providers, and the dominant position effectively still held by Telstra, as well as Singtel Optus (Optus’s previous overseas investors included Cable & Wireless and Bell South), and the larger telecommunications and Internet companies (such as Ozemail). Many consumers living in metropolitan Australia still face real difficulties in realising the slogan ‘bandwidth for all’, but the situation in parts of rural Australia is far worse. Satellite ‘broadband’ solutions are available, through Telstra Countrywide or other providers, but these offer limited two-way interactivity. Data can be received at reasonable speeds (though at far lower data rates than how ‘broadband’ used to be defined), but can only be sent at far slower rates (Goggin, Rural Communities Online). The cultural implications of these digital constraints may well be considerable. Computer gamers, for instance, are frustrated by slow return paths. In this light, the final report of the January 2003 Broadband Advisory Group (BAG) is very timely. The BAG report opens with a broadband rhapsody: Broadband communications technologies can deliver substantial economic and social benefits to Australia…As well as producing productivity gains in traditional and new industries, advanced connectivity can enrich community life, particularly in rural and regional areas. It provides the basis for integration of remote communities into national economic, cultural and social life. (BAG 1, 7) Its prescriptions include: Australia will be a world leader in the availability and effective use of broadband...and to capture the economic and social benefits of broadband connectivity...Broadband should be available to all Australians at fair and reasonable prices…Market arrangements should be pro-competitive and encourage investment...The Government should adopt a National Broadband Strategy (BAG 1) And, like its predecessor nine years earlier, the BAG report does make reference to a national broadband strategy aiming to maximise “choice in work and recreation activities available to all Australians independent of location, background, age or interests” (17). However, the idea of a national broadband strategy is not something the BAG really comes to grips with. The final report is keen on encouraging broadband adoption, but not explicit on how barriers to broadband can be addressed. Perhaps this is not surprising given that the membership of the BAG, dominated by representatives of large corporations and senior bureaucrats was even less representative than its BSEG predecessor. Some months after the BAG report, the Federal government did declare a broadband strategy. It did so, intriguingly enough, under the rubric of its response to the Regional Telecommunications Inquiry report (Estens), the second inquiry responsible for reassuring citizens nervous about the full-privatisation of Telstra (the first inquiry being Besley). The government’s grand $142.8 million National Broadband Strategy focusses on the ‘broadband needs of regional Australians, in partnership with all levels of government’ (Alston, ‘National Broadband Strategy’). Among other things, the government claims that the Strategy will result in “improved outcomes in terms of services and prices for regional broadband access; [and] the development of national broadband infrastructure assets.” (Alston, ‘National Broadband Strategy’) At the same time, the government announced an overall response to the Estens Inquiry, with specific safeguards for Telstra’s role in regional communications — a preliminary to the full Telstra sale (Alston, ‘Future Proofing’). Less publicised was the government’s further initiative in indigenous telecommunications, complementing its Telecommunications Action Plan for Remote Indigenous Communities (DCITA). Indigenous people, it can be argued, were never really contemplated as citizens with the ken of the universal service policy taken to underpin the twentieth-century government monopoly PTT project. In Australia during the deregulatory and re-regulatory 1990s, there was a great reluctance on the part of Labor and Coalition Federal governments, Telstra and other industry participants, even to research issues of access to and use of telecommunications by indigenous communicators. Telstra, and to a lesser extent Optus (who had purchased AUSSAT as part of their licence arrangements), shrouded the issue of indigenous communications in mystery that policymakers were very reluctant to uncover, let alone systematically address. Then regulator, the Australian Telecommunications Authority (AUSTEL), had raised grave concerns about indigenous telecommunications access in its 1991 Rural Communications inquiry. However, there was no government consideration of, nor research upon, these issues until Alston commissioned a study in 2001 — the basis for the TAPRIC strategy (DCITA). The elision of indigenous telecommunications from mainstream industry and government policy is all the more puzzling, if one considers the extraordinarily varied and significant experiments by indigenous Australians in telecommunications and Internet (not least in the early work of the Tanami community, made famous in media and cultural studies by the writings of anthropologist Eric Michaels). While the government’s mid-2003 moves on a ‘National Broadband Strategy’ attend to some details of the broadband predicament, they fall well short of an integrated framework that grasps the shortcomings of the neoliberal communications model. The funding offered is a token amount. The view from the seat of government is a glance from the rear-view mirror: taking a snapshot of rural communications in the years 2000-2002 and projecting this tableau into a safety-net ‘future proofing’ for the inevitable turning away of a fully-privately-owned Telstra from its previously universal, ‘carrier of last resort’ responsibilities. In this aetiolated, residualist policy gaze, citizens remain constructed as consumers in a very narrow sense in this incremental, quietist version of state securing of market arrangements. What is missing is any more expansive notion of citizens, their varied needs, expectations, uses, and cultural imaginings of ‘always on’ broadband networks. Hybrid Networks “Most people on earth will eventually have access to networks that are all switched, interactive, and broadband”, wrote Frances Cairncross in 1998. ‘Eventually’ is a very appropriate word to describe the parlous state of broadband technology implementation. Broadband is in a slow state of evolution and invention. The story of broadband so far underscores the predicament for Australian access to bandwidth, when we lack any comprehensive, integrated, effective, and fair policy in communications and information technology. We have only begun to experiment with broadband technologies and understand their evolving uses, cultural forms, and the sense in which they rework us as subjects. Our communications networks are not superhighways, to invoke an enduring artefact from an older technology. Nor any longer are they a single ‘public’ switched telecommunications network, like those presided over by the post-telegraph-telephone monopolies of old. Like roads themselves, or the nascent postal system of the sixteenth century, broadband is a patchwork quilt. The ‘fibre’ of our communications networks is hybrid. To be sure, powerful corporations dominate, like the Tassis or Taxis who served as postmasters to the Habsburg emperors (Briggs & Burke 25). Activating broadband today provides a perspective on the path dependency of technology history, and how we can open up new threads of a communications fabric. Our options for transforming our multitudinous networked lives emerge as much from everyday tactics and strategies as they do from grander schemes and unifying policies. We may care to reflect on the waning potential for nation-building technology, in the wake of globalisation. We no longer gather our imagined community around a Community Telephone Plan as it was called in 1960 (Barr, Moyal, and PMG). Yet we do require national and international strategies to get and stay connected (Barr), ideas and funding that concretely address the wider dimensions of access and use. We do need to debate the respective roles of Telstra, the state, community initiatives, and industry competition in fair telecommunications futures. Networks have global reach and require global and national integration. Here vision, co-ordination, and resources are urgently required for our commonweal and moral fibre. To feel the width of the band we desire, we need to plug into and activate the policy circuits. Thanks to Grayson Cooke, Patrick Lichty, Ned Rossiter, John Pace, and an anonymous reviewer for helpful comments. Works Cited Alston, Richard. ‘ “Future Proofing” Regional Communications.’ Department of Communications, Information Technology and the Arts, Canberra, 2003. 17 July 2003 <http://www.dcita.gov.au/Article/0,,0_1-2_3-4_115485,00.php> —. ‘A National Broadband Strategy.’ Department of Communications, Information Technology and the Arts, Canberra, 2003. 17 July 2003 <http://www.dcita.gov.au/Article/0,,0_1-2_3-4_115486,00.php>. Australian Competition and Consumer Commission (ACCC). Broadband Services Report March 2003. Canberra: ACCC, 2003. 17 July 2003 <http://www.accc.gov.au/telco/fs-telecom.htm>. —. Emerging Market Structures in the Communications Sector. 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MLA Style Goggin, Gerard. "Broadband" M/C: A Journal of Media and Culture< http://www.media-culture.org.au/0308/02-featurebroadband.php>. APA Style Goggin, G. (2003, Aug 26). Broadband. M/C: A Journal of Media and Culture, 6,< http://www.media-culture.org.au/0308/02-featurebroadband.php>

Photo ID 158378414 © Eduard Muzhevskyi | Dreamstime.com ABSTRACT There is a debate about the ethical implications of using human embryos in stem cell research, which can be influenced by cultural, moral, and social values. This paper argues for an adaptable framework to accommodate diverse cultural and religious perspectives. By using an adaptive ethics model, research protections can reflect various populations and foster growth in stem cell research possibilities. INTRODUCTION Stem cell research combines biology, medicine, and technology, promising to alter health care and the understanding of human development. Yet, ethical contention exists because of individuals’ perceptions of using human embryos based on their various cultural, moral, and social values. While these disagreements concerning policy, use, and general acceptance have prompted the development of an international ethics policy, such a uniform approach can overlook the nuanced ethical landscapes between cultures. With diverse viewpoints in public health, a single global policy, especially one reflecting Western ethics or the ethics prevalent in high-income countries, is impractical. This paper argues for a culturally sensitive, adaptable framework for the use of embryonic stem cells. Stem cell policy should accommodate varying ethical viewpoints and promote an effective global dialogue. With an extension of an ethics model that can adapt to various cultures, we recommend localized guidelines that reflect the moral views of the people those guidelines serve. BACKGROUND Stem cells, characterized by their unique ability to differentiate into various cell types, enable the repair or replacement of damaged tissues. Two primary types of stem cells are somatic stem cells (adult stem cells) and embryonic stem cells. Adult stem cells exist in developed tissues and maintain the body’s repair processes.[1] Embryonic stem cells (ESC) are remarkably pluripotent or versatile, making them valuable in research.[2] However, the use of ESCs has sparked ethics debates. Considering the potential of embryonic stem cells, research guidelines are essential. The International Society for Stem Cell Research (ISSCR) provides international stem cell research guidelines. They call for “public conversations touching on the scientific significance as well as the societal and ethical issues raised by ESC research.”[3] The ISSCR also publishes updates about culturing human embryos 14 days post fertilization, suggesting local policies and regulations should continue to evolve as ESC research develops.[4] Like the ISSCR, which calls for local law and policy to adapt to developing stem cell research given cultural acceptance, this paper highlights the importance of local social factors such as religion and culture. I. Global Cultural Perspective of Embryonic Stem Cells Views on ESCs vary throughout the world. Some countries readily embrace stem cell research and therapies, while others have stricter regulations due to ethical concerns surrounding embryonic stem cells and when an embryo becomes entitled to moral consideration. The philosophical issue of when the “someone” begins to be a human after fertilization, in the morally relevant sense,[5] impacts when an embryo becomes not just worthy of protection but morally entitled to it. The process of creating embryonic stem cell lines involves the destruction of the embryos for research.[6] Consequently, global engagement in ESC research depends on social-cultural acceptability. a. US and Rights-Based Cultures In the United States, attitudes toward stem cell therapies are diverse. The ethics and social approaches, which value individualism,[7] trigger debates regarding the destruction of human embryos, creating a complex regulatory environment. For example, the 1996 Dickey-Wicker Amendment prohibited federal funding for the creation of embryos for research and the destruction of embryos for “more than allowed for research on fetuses in utero.”[8] Following suit, in 2001, the Bush Administration heavily restricted stem cell lines for research. However, the Stem Cell Research Enhancement Act of 2005 was proposed to help develop ESC research but was ultimately vetoed.[9] Under the Obama administration, in 2009, an executive order lifted restrictions allowing for more development in this field.[10] The flux of research capacity and funding parallels the different cultural perceptions of human dignity of the embryo and how it is socially presented within the country’s research culture.[11] b. Ubuntu and Collective Cultures African bioethics differs from Western individualism because of the different traditions and values. African traditions, as described by individuals from South Africa and supported by some studies in other African countries, including Ghana and Kenya, follow the African moral philosophies of Ubuntu or Botho and Ukama, which “advocates for a form of wholeness that comes through one’s relationship and connectedness with other people in the society,”[12] making autonomy a socially collective concept. In this context, for the community to act autonomously, individuals would come together to decide what is best for the collective. Thus, stem cell research would require examining the value of the research to society as a whole and the use of the embryos as a collective societal resource. If society views the source as part of the collective whole, and opposes using stem cells, compromising the cultural values to pursue research may cause social detachment and stunt research growth.[13] Based on local culture and moral philosophy, the permissibility of stem cell research depends on how embryo, stem cell, and cell line therapies relate to the community as a whole. Ubuntu is the expression of humanness, with the person’s identity drawn from the “’I am because we are’” value.[14] The decision in a collectivistic culture becomes one born of cultural context, and individual decisions give deference to others in the society. Consent differs in cultures where thought and moral philosophy are based on a collective paradigm. So, applying Western bioethical concepts is unrealistic. For one, Africa is a diverse continent with many countries with different belief systems, access to health care, and reliance on traditional or Western medicines. Where traditional medicine is the primary treatment, the “’restrictive focus on biomedically-related bioethics’” [is] problematic in African contexts because it neglects bioethical issues raised by traditional systems.”[15] No single approach applies in all areas or contexts. Rather than evaluating the permissibility of ESC research according to Western concepts such as the four principles approach, different ethics approaches should prevail. Another consideration is the socio-economic standing of countries. In parts of South Africa, researchers have not focused heavily on contributing to the stem cell discourse, either because it is not considered health care or a health science priority or because resources are unavailable.[16] Each country’s priorities differ given different social, political, and economic factors. In South Africa, for instance, areas such as maternal mortality, non-communicable diseases, telemedicine, and the strength of health systems need improvement and require more focus[17] Stem cell research could benefit the population, but it also could divert resources from basic medical care. Researchers in South Africa adhere to the National Health Act and Medicines Control Act in South Africa and international guidelines; however, the Act is not strictly enforced, and there is no clear legislation for research conduct or ethical guidelines.[18] Some parts of Africa condemn stem cell research. For example, 98.2 percent of the Tunisian population is Muslim.[19] Tunisia does not permit stem cell research because of moral conflict with a Fatwa. Religion heavily saturates the regulation and direction of research.[20] Stem cell use became permissible for reproductive purposes only recently, with tight restrictions preventing cells from being used in any research other than procedures concerning ART/IVF. Their use is conditioned on consent, and available only to married couples.[21] The community's receptiveness to stem cell research depends on including communitarian African ethics. c. Asia Some Asian countries also have a collective model of ethics and decision making.[22] In China, the ethics model promotes a sincere respect for life or human dignity,[23] based on protective medicine. This model, influenced by Traditional Chinese Medicine (TCM), [24] recognizes Qi as the vital energy delivered via the meridians of the body; it connects illness to body systems, the body’s entire constitution, and the universe for a holistic bond of nature, health, and quality of life.[25] Following a protective ethics model, and traditional customs of wholeness, investment in stem cell research is heavily desired for its applications in regenerative therapies, disease modeling, and protective medicines. In a survey of medical students and healthcare practitioners, 30.8 percent considered stem cell research morally unacceptable while 63.5 percent accepted medical research using human embryonic stem cells. Of these individuals, 89.9 percent supported increased funding for stem cell research.[26] The scientific community might not reflect the overall population. From 1997 to 2019, China spent a total of $576 million (USD) on stem cell research at 8,050 stem cell programs, increased published presence from 0.6 percent to 14.01 percent of total global stem cell publications as of 2014, and made significant strides in cell-based therapies for various medical conditions.[27] However, while China has made substantial investments in stem cell research and achieved notable progress in clinical applications, concerns linger regarding ethical oversight and transparency.[28] For example, the China Biosecurity Law, promoted by the National Health Commission and China Hospital Association, attempted to mitigate risks by introducing an institutional review board (IRB) in the regulatory bodies. 5800 IRBs registered with the Chinese Clinical Trial Registry since 2021.[29] However, issues still need to be addressed in implementing effective IRB review and approval procedures. The substantial government funding and focus on scientific advancement have sometimes overshadowed considerations of regional cultures, ethnic minorities, and individual perspectives, particularly evident during the one-child policy era. As government policy adapts to promote public stability, such as the change from the one-child to the two-child policy,[30] research ethics should also adapt to ensure respect for the values of its represented peoples. Japan is also relatively supportive of stem cell research and therapies. Japan has a more transparent regulatory framework, allowing for faster approval of regenerative medicine products, which has led to several advanced clinical trials and therapies.[31] South Korea is also actively engaged in stem cell research and has a history of breakthroughs in cloning and embryonic stem cells.[32] However, the field is controversial, and there are issues of scientific integrity. For example, the Korean FDA fast-tracked products for approval,[33] and in another instance, the oocyte source was unclear and possibly violated ethical standards.[34] Trust is important in research, as it builds collaborative foundations between colleagues, trial participant comfort, open-mindedness for complicated and sensitive discussions, and supports regulatory procedures for stakeholders. There is a need to respect the culture’s interest, engagement, and for research and clinical trials to be transparent and have ethical oversight to promote global research discourse and trust. d. Middle East Countries in the Middle East have varying degrees of acceptance of or restrictions to policies related to using embryonic stem cells due to cultural and religious influences. Saudi Arabia has made significant contributions to stem cell research, and conducts research based on international guidelines for ethical conduct and under strict adherence to guidelines in accordance with Islamic principles. Specifically, the Saudi government and people require ESC research to adhere to Sharia law. In addition to umbilical and placental stem cells,[35] Saudi Arabia permits the use of embryonic stem cells as long as they come from miscarriages, therapeutic abortions permissible by Sharia law, or are left over from in vitro fertilization and donated to research.[36] Laws and ethical guidelines for stem cell research allow the development of research institutions such as the King Abdullah International Medical Research Center, which has a cord blood bank and a stem cell registry with nearly 10,000 donors.[37] Such volume and acceptance are due to the ethical ‘permissibility’ of the donor sources, which do not conflict with religious pillars. However, some researchers err on the side of caution, choosing not to use embryos or fetal tissue as they feel it is unethical to do so.[38] Jordan has a positive research ethics culture.[39] However, there is a significant issue of lack of trust in researchers, with 45.23 percent (38.66 percent agreeing and 6.57 percent strongly agreeing) of Jordanians holding a low level of trust in researchers, compared to 81.34 percent of Jordanians agreeing that they feel safe to participate in a research trial.[40] Safety testifies to the feeling of confidence that adequate measures are in place to protect participants from harm, whereas trust in researchers could represent the confidence in researchers to act in the participants’ best interests, adhere to ethical guidelines, provide accurate information, and respect participants’ rights and dignity. One method to improve trust would be to address communication issues relevant to ESC. Legislation surrounding stem cell research has adopted specific language, especially concerning clarification “between ‘stem cells’ and ‘embryonic stem cells’” in translation.[41] Furthermore, legislation “mandates the creation of a national committee… laying out specific regulations for stem-cell banking in accordance with international standards.”[42] This broad regulation opens the door for future global engagement and maintains transparency. However, these regulations may also constrain the influence of research direction, pace, and accessibility of research outcomes. e. Europe In the European Union (EU), ethics is also principle-based, but the principles of autonomy, dignity, integrity, and vulnerability are interconnected.[43] As such, the opportunity for cohesion and concessions between individuals’ thoughts and ideals allows for a more adaptable ethics model due to the flexible principles that relate to the human experience The EU has put forth a framework in its Convention for the Protection of Human Rights and Dignity of the Human Being allowing member states to take different approaches. Each European state applies these principles to its specific conventions, leading to or reflecting different acceptance levels of stem cell research. [44] For example, in Germany, Lebenzusammenhang, or the coherence of life, references integrity in the unity of human culture. Namely, the personal sphere “should not be subject to external intervention.”[45] Stem cell interventions could affect this concept of bodily completeness, leading to heavy restrictions. Under the Grundgesetz, human dignity and the right to life with physical integrity are paramount.[46] The Embryo Protection Act of 1991 made producing cell lines illegal. Cell lines can be imported if approved by the Central Ethics Commission for Stem Cell Research only if they were derived before May 2007.[47] Stem cell research respects the integrity of life for the embryo with heavy specifications and intense oversight. This is vastly different in Finland, where the regulatory bodies find research more permissible in IVF excess, but only up to 14 days after fertilization.[48] Spain’s approach differs still, with a comprehensive regulatory framework.[49] Thus, research regulation can be culture-specific due to variations in applied principles. Diverse cultures call for various approaches to ethical permissibility.[50] Only an adaptive-deliberative model can address the cultural constructions of self and achieve positive, culturally sensitive stem cell research practices.[51] II. Religious Perspectives on ESC Embryonic stem cell sources are the main consideration within religious contexts. While individuals may not regard their own religious texts as authoritative or factual, religion can shape their foundations or perspectives. The Qur'an states: “And indeed We created man from a quintessence of clay. Then We placed within him a small quantity of nutfa (sperm to fertilize) in a safe place. Then We have fashioned the nutfa into an ‘alaqa (clinging clot or cell cluster), then We developed the ‘alaqa into mudgha (a lump of flesh), and We made mudgha into bones, and clothed the bones with flesh, then We brought it into being as a new creation. So Blessed is Allah, the Best of Creators.”[52] Many scholars of Islam estimate the time of soul installment, marked by the angel breathing in the soul to bring the individual into creation, as 120 days from conception.[53] Personhood begins at this point, and the value of life would prohibit research or experimentation that could harm the individual. If the fetus is more than 120 days old, the time ensoulment is interpreted to occur according to Islamic law, abortion is no longer permissible.[54] There are a few opposing opinions about early embryos in Islamic traditions. According to some Islamic theologians, there is no ensoulment of the early embryo, which is the source of stem cells for ESC research.[55] In Buddhism, the stance on stem cell research is not settled. The main tenets, the prohibition against harming or destroying others (ahimsa) and the pursuit of knowledge (prajña) and compassion (karuna), leave Buddhist scholars and communities divided.[56] Some scholars argue stem cell research is in accordance with the Buddhist tenet of seeking knowledge and ending human suffering. Others feel it violates the principle of not harming others. Finding the balance between these two points relies on the karmic burden of Buddhist morality. In trying to prevent ahimsa towards the embryo, Buddhist scholars suggest that to comply with Buddhist tenets, research cannot be done as the embryo has personhood at the moment of conception and would reincarnate immediately, harming the individual's ability to build their karmic burden.[57] On the other hand, the Bodhisattvas, those considered to be on the path to enlightenment or Nirvana, have given organs and flesh to others to help alleviate grieving and to benefit all.[58] Acceptance varies on applied beliefs and interpretations. Catholicism does not support embryonic stem cell research, as it entails creation or destruction of human embryos. This destruction conflicts with the belief in the sanctity of life. For example, in the Old Testament, Genesis describes humanity as being created in God’s image and multiplying on the Earth, referencing the sacred rights to human conception and the purpose of development and life. In the Ten Commandments, the tenet that one should not kill has numerous interpretations where killing could mean murder or shedding of the sanctity of life, demonstrating the high value of human personhood. In other books, the theological conception of when life begins is interpreted as in utero,[59] highlighting the inviolability of life and its formation in vivo to make a religious point for accepting such research as relatively limited, if at all.[60] The Vatican has released ethical directives to help apply a theological basis to modern-day conflicts. The Magisterium of the Church states that “unless there is a moral certainty of not causing harm,” experimentation on fetuses, fertilized cells, stem cells, or embryos constitutes a crime.[61] Such procedures would not respect the human person who exists at these stages, according to Catholicism. Damages to the embryo are considered gravely immoral and illicit.[62] Although the Catholic Church officially opposes abortion, surveys demonstrate that many Catholic people hold pro-choice views, whether due to the context of conception, stage of pregnancy, threat to the mother’s life, or for other reasons, demonstrating that practicing members can also accept some but not all tenets.[63] Some major Jewish denominations, such as the Reform, Conservative, and Reconstructionist movements, are open to supporting ESC use or research as long as it is for saving a life.[64] Within Judaism, the Talmud, or study, gives personhood to the child at birth and emphasizes that life does not begin at conception:[65] “If she is found pregnant, until the fortieth day it is mere fluid,”[66] Whereas most religions prioritize the status of human embryos, the Halakah (Jewish religious law) states that to save one life, most other religious laws can be ignored because it is in pursuit of preservation.[67] Stem cell research is accepted due to application of these religious laws. We recognize that all religions contain subsets and sects. The variety of environmental and cultural differences within religious groups requires further analysis to respect the flexibility of religious thoughts and practices. We make no presumptions that all cultures require notions of autonomy or morality as under the common morality theory, which asserts a set of universal moral norms that all individuals share provides moral reasoning and guides ethical decisions.[68] We only wish to show that the interaction with morality varies between cultures and countries. III. A Flexible Ethical Approach The plurality of different moral approaches described above demonstrates that there can be no universally acceptable uniform law for ESC on a global scale. Instead of developing one standard, flexible ethical applications must be continued. We recommend local guidelines that incorporate important cultural and ethical priorities. While the Declaration of Helsinki is more relevant to people in clinical trials receiving ESC products, in keeping with the tradition of protections for research subjects, consent of the donor is an ethical requirement for ESC donation in many jurisdictions including the US, Canada, and Europe.[69] The Declaration of Helsinki provides a reference point for regulatory standards and could potentially be used as a universal baseline for obtaining consent prior to gamete or embryo donation. For instance, in Columbia University’s egg donor program for stem cell research, donors followed standard screening protocols and “underwent counseling sessions that included information as to the purpose of oocyte donation for research, what the oocytes would be used for, the risks and benefits of donation, and process of oocyte stimulation” to ensure transparency for consent.[70] The program helped advance stem cell research and provided clear and safe research methods with paid participants. Though paid participation or covering costs of incidental expenses may not be socially acceptable in every culture or context,[71] and creating embryos for ESC research is illegal in many jurisdictions, Columbia’s program was effective because of the clear and honest communications with donors, IRBs, and related stakeholders. This example demonstrates that cultural acceptance of scientific research and of the idea that an egg or embryo does not have personhood is likely behind societal acceptance of donating eggs for ESC research. As noted, many countries do not permit the creation of embryos for research. Proper communication and education regarding the process and purpose of stem cell research may bolster comprehension and garner more acceptance. “Given the sensitive subject material, a complete consent process can support voluntary participation through trust, understanding, and ethical norms from the cultures and morals participants value. This can be hard for researchers entering countries of different socioeconomic stability, with different languages and different societal values.[72] An adequate moral foundation in medical ethics is derived from the cultural and religious basis that informs knowledge and actions.[73] Understanding local cultural and religious values and their impact on research could help researchers develop humility and promote inclusion. IV. Concerns Some may argue that if researchers all adhere to one ethics standard, protection will be satisfied across all borders, and the global public will trust researchers. However, defining what needs to be protected and how to define such research standards is very specific to the people to which standards are applied. We suggest that applying one uniform guide cannot accurately protect each individual because we all possess our own perceptions and interpretations of social values.[74] Therefore, the issue of not adjusting to the moral pluralism between peoples in applying one standard of ethics can be resolved by building out ethics models that can be adapted to different cultures and religions. Other concerns include medical tourism, which may promote health inequities.[75] Some countries may develop and approve products derived from ESC research before others, compromising research ethics or drug approval processes. There are also concerns about the sale of unauthorized stem cell treatments, for example, those without FDA approval in the United States. Countries with robust research infrastructures may be tempted to attract medical tourists, and some customers will have false hopes based on aggressive publicity of unproven treatments.[76] For example, in China, stem cell clinics can market to foreign clients who are not protected under the regulatory regimes. Companies employ a marketing strategy of “ethically friendly” therapies. Specifically, in the case of Beike, China’s leading stem cell tourism company and sprouting network, ethical oversight of administrators or health bureaus at one site has “the unintended consequence of shifting questionable activities to another node in Beike's diffuse network.”[77] In contrast, Jordan is aware of stem cell research’s potential abuse and its own status as a “health-care hub.” Jordan’s expanded regulations include preserving the interests of individuals in clinical trials and banning private companies from ESC research to preserve transparency and the integrity of research practices.[78] The social priorities of the community are also a concern. The ISSCR explicitly states that guidelines “should be periodically revised to accommodate scientific advances, new challenges, and evolving social priorities.”[79] The adaptable ethics model extends this consideration further by addressing whether research is warranted given the varying degrees of socioeconomic conditions, political stability, and healthcare accessibilities and limitations. An ethical approach would require discussion about resource allocation and appropriate distribution of funds.[80] CONCLUSION While some religions emphasize the sanctity of life from conception, which may lead to public opposition to ESC research, others encourage ESC research due to its potential for healing and alleviating human pain. Many countries have special regulations that balance local views on embryonic personhood, the benefits of research as individual or societal goods, and the protection of human research subjects. To foster understanding and constructive dialogue, global policy frameworks should prioritize the protection of universal human rights, transparency, and informed consent. In addition to these foundational global policies, we recommend tailoring local guidelines to reflect the diverse cultural and religious perspectives of the populations they govern. Ethics models should be adapted to local populations to effectively establish research protections, growth, and possibilities of stem cell research. For example, in countries with strong beliefs in the moral sanctity of embryos or heavy religious restrictions, an adaptive model can allow for discussion instead of immediate rejection. In countries with limited individual rights and voice in science policy, an adaptive model ensures cultural, moral, and religious views are taken into consideration, thereby building social inclusion. While this ethical consideration by the government may not give a complete voice to every individual, it will help balance policies and maintain the diverse perspectives of those it affects. Embracing an adaptive ethics model of ESC research promotes open-minded dialogue and respect for the importance of human belief and tradition. By actively engaging with cultural and religious values, researchers can better handle disagreements and promote ethical research practices that benefit each society. This brief exploration of the religious and cultural differences that impact ESC research reveals the nuances of relative ethics and highlights a need for local policymakers to apply a more intense adaptive model. - [1] Poliwoda, S., Noor, N., Downs, E., Schaaf, A., Cantwell, A., Ganti, L., Kaye, A. D., Mosel, L. I., Carroll, C. B., Viswanath, O., & Urits, I. (2022). Stem cells: a comprehensive review of origins and emerging clinical roles in medical practice. 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Journal of law and the biosciences, 8(1). https://doi.org/10.1093/jlb/lsab019 https://academic.oup.com/jlb/article/8/1/lsab019/6299199 [30] Chen, H., Wei, T., Wang, H. et al. Association of China’s two-child policy with changes in number of births and birth defects rate, 2008–2017. BMC Public Health 22, 434 (2022). https://doi.org/10.1186/s12889-022-12839-0 [31] Azuma, K. Regulatory Landscape of Regenerative Medicine in Japan. Curr Stem Cell Rep 1, 118–128 (2015). https://doi.org/10.1007/s40778-015-0012-6 [32] Harris, R. (2005, May 19). Researchers Report Advance in Stem Cell Production. NPR. https://www.npr.org/2005/05/19/4658967/researchers-report-advance-in-stem-cell-production [33] Park, S. (2012). South Korea steps up stem-cell work. Nature. https://doi.org/10.1038/nature.2012.10565 [34] Resnik, D. B., Shamoo, A. E., & Krimsky, S. (2006). Fraudulent human embryonic stem cell research in South Korea: lessons learned. Accountability in research, 13(1), 101–109. https://doi.org/10.1080/08989620600634193. [35] Alahmad, G., Aljohani, S., & Najjar, M. F. (2020). Ethical challenges regarding the use of stem cells: interviews with researchers from Saudi Arabia. BMC medical ethics, 21(1), 35. https://doi.org/10.1186/s12910-020-00482-6 [36]Association for the Advancement of Blood and Biotherapies. https://www.aabb.org/regulatory-and-advocacy/regulatory-affairs/regulatory-for-cellular-therapies/international-competent-authorities/saudi-arabia [37] Alahmad, G., Aljohani, S., & Najjar, M. F. (2020). Ethical challenges regarding the use of stem cells: Interviews with researchers from Saudi Arabia. BMC medical ethics, 21(1), 35. https://doi.org/10.1186/s12910-020-00482-6 [38] Alahmad, G., Aljohani, S., & Najjar, M. F. (2020). Ethical challenges regarding the use of stem cells: Interviews with researchers from Saudi Arabia. BMC medical ethics, 21(1), 35. https://doi.org/10.1186/s12910-020-00482-6 Culturally, autonomy practices follow a relational autonomy approach based on a paternalistic deontological health care model. The adherence to strict international research policies and religious pillars within the regulatory environment is a great foundation for research ethics. However, there is a need to develop locally targeted ethics approaches for research (as called for in Alahmad, G., Aljohani, S., & Najjar, M. F. (2020). Ethical challenges regarding the use of stem cells: interviews with researchers from Saudi Arabia. BMC medical ethics, 21(1), 35. https://doi.org/10.1186/s12910-020-00482-6), this decision-making approach may help advise a research decision model. For more on the clinical cultural autonomy approaches, see: Alabdullah, Y. Y., Alzaid, E., Alsaad, S., Alamri, T., Alolayan, S. W., Bah, S., & Aljoudi, A. S. (2022). Autonomy and paternalism in Shared decision‐making in a Saudi Arabian tertiary hospital: A cross‐sectional study. Developing World Bioethics, 23(3), 260–268. https://doi.org/10.1111/dewb.12355; Bukhari, A. A. (2017). Universal Principles of Bioethics and Patient Rights in Saudi Arabia (Doctoral dissertation, Duquesne University). https://dsc.duq.edu/etd/124; Ladha, S., Nakshawani, S. A., Alzaidy, A., & Tarab, B. (2023, October 26). Islam and Bioethics: What We All Need to Know. Columbia University School of Professional Studies. https://sps.columbia.edu/events/islam-and-bioethics-what-we-all-need-know [39] Ababneh, M. A., Al-Azzam, S. I., Alzoubi, K., Rababa’h, A., & Al Demour, S. (2021). Understanding and attitudes of the Jordanian public about clinical research ethics. Research Ethics, 17(2), 228-241. https://doi.org/10.1177/1747016120966779 [40] Ababneh, M. A., Al-Azzam, S. I., Alzoubi, K., Rababa’h, A., & Al Demour, S. (2021). Understanding and attitudes of the Jordanian public about clinical research ethics. Research Ethics, 17(2), 228-241. https://doi.org/10.1177/1747016120966779 [41] Dajani, R. (2014). Jordan’s stem-cell law can guide the Middle East. Nature 510, 189. https://doi.org/10.1038/510189a [42] Dajani, R. (2014). Jordan’s stem-cell law can guide the Middle East. Nature 510, 189. https://doi.org/10.1038/510189a [43] The EU’s definition of autonomy relates to the capacity for creating ideas, moral insight, decisions, and actions without constraint, personal responsibility, and informed consent. However, the EU views autonomy as not completely able to protect individuals and depends on other principles, such as dignity, which “expresses the intrinsic worth and fundamental equality of all human beings.” Rendtorff, J.D., Kemp, P. (2019). Four Ethical Principles in European Bioethics and Biolaw: Autonomy, Dignity, Integrity and Vulnerability. In: Valdés, E., Lecaros, J. (eds) Biolaw and Policy in the Twenty-First Century. International Library of Ethics, Law, and the New Medicine, vol 78. Springer, Cham. https://doi.org/10.1007/978-3-030-05903-3_3 [44] Council of Europe. Convention for the protection of Human Rights and Dignity of the Human Being with regard to the Application of Biology and Medicine: Convention on Human Rights and Biomedicine (ETS No. 164) https://www.coe.int/en/web/conventions/full-list?module=treaty-detail&treatynum=164 (forbidding the creation of embryos for research purposes only, and suggests embryos in vitro have protections.); Also see Drabiak-Syed B. K. (2013). New President, New Human Embryonic Stem Cell Research Policy: Comparative International Perspectives and Embryonic Stem Cell Research Laws in France. Biotechnology Law Report, 32(6), 349–356. https://doi.org/10.1089/blr.2013.9865 [45] Rendtorff, J.D., Kemp, P. (2019). Four Ethical Principles in European Bioethics and Biolaw: Autonomy, Dignity, Integrity and Vulnerability. In: Valdés, E., Lecaros, J. (eds) Biolaw and Policy in the Twenty-First Century. International Library of Ethics, Law, and the New Medicine, vol 78. Springer, Cham. https://doi.org/10.1007/978-3-030-05903-3_3 [46] Tomuschat, C., Currie, D. P., Kommers, D. P., & Kerr, R. (Trans.). (1949, May 23). Basic law for the Federal Republic of Germany. https://www.btg-bestellservice.de/pdf/80201000.pdf [47] Regulation of Stem Cell Research in Germany. Eurostemcell. (2017, April 26). https://www.eurostemcell.org/regulation-stem-cell-research-germany [48] Regulation of Stem Cell Research in Finland. Eurostemcell. (2017, April 26). https://www.eurostemcell.org/regulation-stem-cell-research-finland [49] Regulation of Stem Cell Research in Spain. Eurostemcell. (2017, April 26). https://www.eurostemcell.org/regulation-stem-cell-research-spain [50] Some sources to consider regarding ethics models or regulatory oversights of other cultures not covered: Kara MA. Applicability of the principle of respect for autonomy: the perspective of Turkey. J Med Ethics. 2007 Nov;33(11):627-30. doi: 10.1136/jme.2006.017400. PMID: 17971462; PMCID: PMC2598110. Ugarte, O. N., & Acioly, M. A. (2014). The principle of autonomy in Brazil: one needs to discuss it ... Revista do Colegio Brasileiro de Cirurgioes, 41(5), 374–377. https://doi.org/10.1590/0100-69912014005013 Bharadwaj, A., & Glasner, P. E. (2012). Local cells, global science: The rise of embryonic stem cell research in India. Routledge. For further research on specific European countries regarding ethical and regulatory framework, we recommend this database: Regulation of Stem Cell Research in Europe. Eurostemcell. (2017, April 26). https://www.eurostemcell.org/regulation-stem-cell-research-europe [51] Klitzman, R. (2006). Complications of culture in obtaining informed consent. The American Journal of Bioethics, 6(1), 20–21. https://doi.org/10.1080/15265160500394671 see also: Ekmekci, P. E., & Arda, B. (2017). Interculturalism and Informed Consent: Respecting Cultural Differences without Breaching Human Rights. Cultura (Iasi, Romania), 14(2), 159–172.; For why trust is important in research, see also: Gray, B., Hilder, J., Macdonald, L., Tester, R., Dowell, A., & Stubbe, M. (2017). Are research ethics guidelines culturally competent? Research Ethics, 13(1), 23-41. https://doi.org/10.1177/1747016116650235 [52] The Qur'an (M. Khattab, Trans.). (1965). Al-Mu’minun, 23: 12-14. https://quran.com/23 [53] Lenfest, Y. (2017, December 8). Islam and the beginning of human life. Bill of Health. https://blog.petrieflom.law.harvard.edu/2017/12/08/islam-and-the-beginning-of-human-life/ [54] Aksoy, S. (2005). Making regulations and drawing up legislation in Islamic countries under conditions of uncertainty, with special reference to embryonic stem cell research. Journal of Medical Ethics, 31:399-403.; see also: Mahmoud, Azza. "Islamic Bioethics: National Regulations and Guidelines of Human Stem Cell Research in the Muslim World." Master's thesis, Chapman University, 2022. https://doi.org/10.36837/ chapman.000386 [55] Rashid, R. (2022). When does Ensoulment occur in the Human Foetus. Journal of the British Islamic Medical Association, 12(4). ISSN 2634 8071. https://www.jbima.com/wp-content/uploads/2023/01/2-Ethics-3_-Ensoulment_Rafaqat.pdf. [56] Sivaraman, M. & Noor, S. (2017). Ethics of embryonic stem cell research according to Buddhist, Hindu, Catholic, and Islamic religions: perspective from Malaysia. Asian Biomedicine,8(1) 43-52. https://doi.org/10.5372/1905-7415.0801.260 [57] Jafari, M., Elahi, F., Ozyurt, S. & Wrigley, T. (2007). 4. Religious Perspectives on Embryonic Stem Cell Research. In K. Monroe, R. Miller & J. Tobis (Ed.), Fundamentals of the Stem Cell Debate: The Scientific, Religious, Ethical, and Political Issues (pp. 79-94). Berkeley: University of California Press. https://escholarship.org/content/qt9rj0k7s3/qt9rj0k7s3_noSplash_f9aca2e02c3777c7fb76ea768ba458f0.pdf https://doi.org/10.1525/9780520940994-005 [58] Lecso, P. A. (1991). The Bodhisattva Ideal and Organ Transplantation. Journal of Religion and Health, 30(1), 35–41. http://www.jstor.org/stable/27510629; Bodhisattva, S. (n.d.). The Key of Becoming a Bodhisattva. A Guide to the Bodhisattva Way of Life. http://www.buddhism.org/Sutras/2/BodhisattvaWay.htm [59] There is no explicit religious reference to when life begins or how to conduct research that interacts with the concept of life. However, these are relevant verses pertaining to how the fetus is viewed. ((King James Bible. (1999). Oxford University Press. (original work published 1769)) Jerimiah 1: 5 “Before I formed thee in the belly I knew thee; and before thou camest forth out of the womb I sanctified thee…” In prophet Jerimiah’s insight, God set him apart as a person known before childbirth, a theme carried within the Psalm of David. Psalm 139: 13-14 “…Thou hast covered me in my mother's womb. I will praise thee; for I am fearfully and wonderfully made…” These verses demonstrate David’s respect for God as an entity that would know of all man’s thoughts and doings even before birth. [60] It should be noted that abortion is not supported as well. [61] The Vatican. (1987, February 22). Instruction on Respect for Human Life in Its Origin and on the Dignity of Procreation Replies to Certain Questions of the Day. Congregation For the Doctrine of the Faith. https://www.vatican.va/roman_curia/congregations/cfaith/documents/rc_con_cfaith_doc_19870222_respect-for-human-life_en.html [62] The Vatican. (2000, August 25). Declaration On the Production and the Scientific and Therapeutic Use of Human Embryonic Stem Cells. Pontifical Academy for Life. https://www.vatican.va/roman_curia/pontifical_academies/acdlife/documents/rc_pa_acdlife_doc_20000824_cellule-staminali_en.html; Ohara, N. (2003). Ethical Consideration of Experimentation Using Living Human Embryos: The Catholic Church’s Position on Human Embryonic Stem Cell Research and Human Cloning. Department of Obstetrics and Gynecology. Retrieved from https://article.imrpress.com/journal/CEOG/30/2-3/pii/2003018/77-81.pdf. [63] Smith, G. A. (2022, May 23). Like Americans overall, Catholics vary in their abortion views, with regular mass attenders most opposed. Pew Research Center. https://www.pewresearch.org/short-reads/2022/05/23/like-americans-overall-catholics-vary-in-their-abortion-views-with-regular-mass-attenders-most-opposed/ [64] Rosner, F., & Reichman, E. (2002). Embryonic stem cell research in Jewish law. Journal of halacha and contemporary society, (43), 49–68.; Jafari, M., Elahi, F., Ozyurt, S. & Wrigley, T. (2007). 4. Religious Perspectives on Embryonic Stem Cell Research. In K. Monroe, R. Miller & J. Tobis (Ed.), Fundamentals of the Stem Cell Debate: The Scientific, Religious, Ethical, and Political Issues (pp. 79-94). Berkeley: University of California Press. https://escholarship.org/content/qt9rj0k7s3/qt9rj0k7s3_noSplash_f9aca2e02c3777c7fb76ea768ba458f0.pdf https://doi.org/10.1525/9780520940994-005 [65] Schenker J. G. (2008). The beginning of human life: status of embryo. Perspectives in Halakha (Jewish Religious Law). Journal of assisted reproduction and genetics, 25(6), 271–276. https://doi.org/10.1007/s10815-008-9221-6 [66] Ruttenberg, D. (2020, May 5). The Torah of Abortion Justice (annotated source sheet). Sefaria. https://www.sefaria.org/sheets/234926.7?lang=bi&with=all&lang2=en [67] Jafari, M., Elahi, F., Ozyurt, S. & Wrigley, T. (2007). 4. Religious Perspectives on Embryonic Stem Cell Research. In K. Monroe, R. Miller & J. Tobis (Ed.), Fundamentals of the Stem Cell Debate: The Scientific, Religious, Ethical, and Political Issues (pp. 79-94). Berkeley: University of California Press. https://escholarship.org/content/qt9rj0k7s3/qt9rj0k7s3_noSplash_f9aca2e02c3777c7fb76ea768ba458f0.pdf https://doi.org/10.1525/9780520940994-005 [68] Gert, B. (2007). Common morality: Deciding what to do. Oxford Univ. Press. [69] World Medical Association (2013). World Medical Association Declaration of Helsinki: ethical principles for medical research involving human subjects. JAMA, 310(20), 2191–2194. https://doi.org/10.1001/jama.2013.281053 Declaration of Helsinki – WMA – The World Medical Association.; see also: National Commission for the Protection of Human Subjects of Biomedical and Behavioral Research. (1979). The Belmont report: Ethical principles and guidelines for the protection of human subjects of research. 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Introduction Australia's rich multicultural fabric is woven with the threads of diverse ethnic communities, each bringing unique cultures, languages, and traditions to the tapestry of the nation. Central to the experiences of immigrants and refugees in Australia is ethnic broadcasting, which serves as a bridge between their past and present, homeland and host country. This article delves into the multifaceted landscape of ethnic broadcasting, exploring its historical significance, current challenges, and potential pathways for future development. Historical Significance of Ethnic Broadcasting Immigrants and refugees continue to seek avenues to maintain ties with their home countries, preserve cherished memories of their origins, and find support as they adapt to life in a new environment. This need is especially pronounced for individuals who are not proficient in the primary language(s) of their host nation. Governments in countries attracting migrants recognise the importance of engaging with migrant communities to enhance their integration and bolster their contributions to national productivity. For example, the Minister for Immigration and Ethnic Affairs, M.J.R. Mackellar, noted when establishing ethnic radio in Australia that due to "a steady decline in foreign-language content on established commercial and national radio channels", and "a large increase in the non-English-speaking population in Australia", "the government ha[d] pushed ahead with ethnic radio" to provide "information, entertainment, and educational" facilities (Mackellar). Presently, the Australian Government provides annual funding to support ethnic broadcasting, which includes covering the production costs of ethnic programs for local communities, establishing new programs for specific language groups, and developing innovative projects that benefit culturally and linguistically diverse communities (Courtney). Insufficient attention has been devoted to evaluating the evolving needs and interests of various migrant communities over time (Dissanayake 113). This decline can be attributed to the satisfaction of listeners' interests through advancements in information technology and their increasing proficiency in English (Australian Bureau of Statistics), enabling them to access information from mainstream media sources. In the year 2020, there arose a pressing need to reevaluate the purposes and role of ethnic broadcasting, considering both practical and theoretical perspectives such as listeners' access to new technology to consume information, attracting volunteers, and limited financial support (Anderson et al. 57). Also, insights gained from such assessments could significantly contribute to meeting listeners' expectations, informing policy decisions in this domain, and guiding the work of content creators (Ewart 133) and also the channels in between these two ends of the spectrum, such as station managers. It is imperative to acknowledge that the role of ethnic broadcasting has evolved with broadcasting and production technology, necessitating a nuanced approach in research and creative endeavours within this sector. Furthermore, the shifting digital landscape and the widespread use of social media as a customisable platform for communication underscore the need for adaptation and innovation in ethnic broadcasting practices (Budarick). Despite its importance, ethnic community radio remains relatively understudied by researchers and academics, highlighting a gap in understanding the current dynamics of the ethnic broadcasting industry (Ewart 123). Current Challenges Facing Ethnic Broadcasting In this study, I aim to incorporate my perspective as an ethnic broadcaster to address the needs of migrants presently living in Australia. While government funding has been allocated to meet operational costs and support content development, there remains a gap in addressing the specific needs of listeners and enhancing the skills of ethnic radio presenters. Presenters of ethnic radio programs in Australia often struggle to discern the language preferences and information requirements of their audience. This challenge stems from a lack of regular communication with listeners, leaving broadcasters unaware of the issues that hold significance within their communities. To address this gap, it is essential to develop radio programs that cater to the interests and information needs of ethnic populations. These programs should cover a range of topics, including immigration matters, cultural events, council decisions, and the promotion of talents within these communities. Unlike mainstream commercial media, ethnic radio programs have the unique opportunity to focus on issues that are often overlooked but are highly relevant to ethnic audiences. Furthermore, there is a need to engage the second generation of migrants by encouraging their participation in radio programs conducted in languages they are comfortable with. This initiative not only fosters inclusivity but also ensures the preservation and transmission of cultural heritage to younger generations. Additionally, adapting program formats to align with the evolving needs and expectations of ethnic audiences is crucial for maintaining relevance and engagement. As highlighted by Tanikella, radio producers play a pivotal role in translating the needs of listeners into program formats that resonate with diasporic communities (170). By responding to the demands of their audience and reflecting locally constructed identities, media producers contribute to the representation of community identities in the public sphere. This underscores the importance of designing radio programs that are sensitive to the diverse needs and preferences of ethnic communities, thereby fostering a sense of belonging and cultural continuity. It is crucial for migrants to have access to information about available facilities, their rights, and opportunities for settling in their new country. Research into ethnic media in Australia highlights its significant role in connecting migrants to transnational networks, preserving cultures and languages, navigating new identities and communities, and facilitating adjustment to life in Australia (Hopkins, qtd. in Budarick). The growth of ethnic radio programs in Australia has been notable since its inception in 1975. Presently, the Australian community radio sector produces a substantial amount of ethnic radio content, with over 2,070 hours broadcast weekly in more than 110 languages across 80 radio stations, including six full-time ethnic stations. This vast array of programming engages over 4,000 volunteers from 125 cultural and ethnic groups (NEMBC). However, to ensure the effective support of ethnic minorities in Australia through broadcast radio, financial backing is essential. Community radio stations rely heavily on volunteers, with over 22,000 individuals contributing their time to these stations across Australia. Despite the significant volunteer effort, paid full-time equivalent staff employed by community radio stations numbered 900 in 2023 (Treasury). In recognition of the importance of ethnic media in supporting minority communities, the Australian Federal Government, through the Community Broadcasting Foundation (CBF), allocated $4.18 million from Federal Budget 2022-23 for ethnic content development purposes (CBAA, "Federal Budget 2022-23"). Additionally, various state governments continue to provide funding for ethnic radio programs through relevant agencies (Letch 18). Despite government support at both federal and state levels, the number of ethnic radio programs remain the same serving the relevant ethnic groups. However, this article suggests the need for restructuring within the ethnic broadcasting sector, particularly in content development, to better meet the diverse needs of ethnic audiences. Ethnic Radio Programs Characteristics of ethnic radio programs are multifaceted and influenced by the unique nature of the medium as well as the diverse preferences and behaviours of their listeners. Firstly, radio as a medium engages the sense of hearing, prompting listeners to visualise and imagine based on auditory stimuli. This concept, as articulated by Smythe (qtd. in Beck), underscores the importance of creating vivid "audio pictures" for listeners, especially in ethnic radio where individuals often seek to evoke nostalgic memories of their homeland. Ethnic radio programs serve as a conduit for migrants to reconnect with their cultural roots, offering aural representations of familiar sounds and languages in the absence of electronic communication resources. Additionally, Gary Ferrington distinguishes between hearing and listening, highlighting that while hearing is a physiological process, listening involves the psychological attribution of meaning to auditory input (61-7). This differentiation is pertinent in understanding how radio audiences interact with and interpret program content. Audience engagement with ethnic radio programs can be categorised into active and passive listenership. Active listeners demonstrate a high level of involvement with specific programs, frequently engaging through calls, messages, and interactions with presenters. In contrast, passive listeners tune in intermittently and may not exhibit loyalty to any station or program (Padmakumar 614). Ethnic program listeners tend to lean towards active engagement due to the limited frequency of broadcasts and their desire to stay connected with their cultural community. They often approach radio listening with echoic memories of music and language from their homeland, seeking familiarity and emotional resonance in the programming. For instance, some listeners may prefer original versions of songs from their country, even if they are no longer popular locally (Anderson et al. 21). Moreover, active ethnic radio listeners play an integral role in shaping program content and community engagement. They provide feedback, request songs, share information, participate in fundraising events like radiothons, and even express interest in becoming presenters themselves. This active involvement reflects a deeper sense of connection and ownership within the ethnic radio community (Anderson et al. 36). Conversely, passive listeners may view radio primarily as background music, enjoying the ambience without actively engaging with specific content. Their interaction with the medium is more incidental, often occurring while multitasking or attending to other activities. Overall, the characteristics of ethnic radio programs are shaped by the interplay between the medium's auditory nature, the preferences of diverse listeners, and the cultural significance of maintaining connections to one's heritage. Active engagement, nostalgic resonance, and community involvement are central themes that distinguish ethnic radio programming in its ability to cater to the needs and interests of migrant communities. To navigate the development of the technology and the challenges related to changes in the listenership, ethnic broadcasters must embrace innovative strategies that cater to the evolving needs of their audiences. One approach involves redefining the role of ethnic radio programs to encompass a broader range of topics, including immigration matters, cultural events, and community news. By diversifying content and engaging with listeners' interests, broadcasters can enhance the relevance and appeal of their programs in the digital age. Empowering Ethnic Radio Presenters Ethnic radio program presenters play a crucial role in delivering culturally relevant content and facilitating community engagement. However, recruiting skilled presenters poses challenges, particularly when specific language requirements must be met. Therefore, it is suggested, language fluency should not deter younger people from becoming involved in the sector, and youth ethnic programming in English, or a mixture of languages, should be supported (Anderson et al. 47). Kalinga Seneviratne, a former ethnic radio presenter turned academic, attests to the pivotal role of community radio in fostering broadcasting careers for migrants in Australia (11): “if not for (ethnic) community radio, I have no doubt that I would never have become a broadcaster in Australia”. There are many examples that can be given. Encouraging second-generation migrants to participate as presenters and listeners is vital for sustaining ethnic radio audiences. Surveys suggest that allocating more airtime to music could attract younger listeners, but the language preference for music content remains ambiguous (Anderson). Addressing the relevance of ethnic media for the next generation is a pressing concern, given their evolving cultural identities and media consumption habits (Papoutsaki et al. 23). However, engaging second-generation migrants poses challenges, as older community members often serve as cultural gatekeepers and are hesitant to relinquish control over language and content (Australian House of Representatives). Additionally, community radio stations can only offer limited technical training, focussing on basic broadcasting skills due to resource constraints (Cohen 1016). Training programs provided by stations like 3ZZZ, 3CR, and 3MBS cover fundamental broadcasting knowledge but may not adequately prepare presenters for professional standards (3ZZZ). Effective broadcasting requires mastery of technical operations, vocal delivery, language proficiency, and community knowledge (Beaman 43; Fleming 6-7). Acquiring essential skills enables individuals to effectively communicate through radio, aiding new and emerging communities in their transition. The Community Media Training Organisation (CMTO) could address this need by developing a new pathway course tailored to ethnic listenership, as existing training programs such as Presentation, Advanced Presentation, Audio Editing, Copywriting for Sponsorship, Creating Social Media Content, Music Interviewing, etc. (CMTO) are primarily focussed on general program presentation at community radio stations. To compete with mainstream radio, ethnic broadcasters must prioritise professionalism and engaging presentation styles to attract and retain listeners (Wolfenden 5-21). Ultimately, the success of ethnic radio hinges on the ability of presenters to bridge cultural divides, cater to diverse audience needs, and maintain high-quality programming standards. As Australia continues to welcome new waves of migrants and refugees, there is a pressing need to support their settlement process and integration into society. Ethnic radio programs play a crucial role in providing information, language support, and community connections for recently arrived migrants. By updating program formats and language groups to reflect changing demographics, broadcasters can ensure that their programs remain relevant and accessible to all members of the community. Public Service Broadcasting and New Media Public service broadcasting in Australia encompasses entities like the Australian Broadcasting Corporation (ABC) and the Special Broadcasting Service (SBS), which are funded by the government but operate independently in terms of programming decisions. These broadcasters are tasked with promoting national identity, as well as informing and entertaining audiences (Lobato & Meese 121; Cinque 11-16). The ABC, operating under a statute and receiving public funds, is expected to adhere to standards of objective journalism, distinct from commercial media driven by private interests (Finkelstein). On the other hand, SBS radio programs are tailored to language groups rather than nationalities, allowing for diverse listenership across cultures (Department of Infrastructure, Transport, Regional Development, Communications). Programs cater to various community needs, including news, current affairs, arts, culture, and sports (ibid.). Public service broadcasting in Australia differs from community broadcasting in several aspects, including licencing, ownership, operational structure, and funding policies. While national broadcasters like the ABC and SBS receive indirect government funding, community broadcasters operate as not-for-profit entities with community ownership structures. Community broadcasters are further distinguished by their obligation to broadcast local content and to represent the community they serve (CBAA). The landscape of ethnic media in Australia now faces competition from emerging digital platforms, spanning radio, television, and streaming services accessible via smartphones and computers. The next section will explore the impact of these alternative media forms on migrants' lives in Australia. Embracing New Technologies Community broadcasting has historically faced limitations in content development. However, it can be argued that community radio is where innovative content and radical programming thrive, without facing the limitations imposed by commercial interests, industry guidelines (ACMA), and broadcasting technology. Community radio primarily caters to audiences via AM/FM radio sets and digital devices. Digital convergence has transformed broadcasting, necessitating a diverse range of technology, personnel, and management skills in today's multi-platform media environment (CBAA). Presently, listeners access radio programs through various channels, including live streaming from radio stations, mobile apps like TuneIn, personal assistant apps such as Google Home and Amazon Alexa, and even television. The availability of archived content on the Internet further enhances accessibility for listeners, a feature not present in traditional radio broadcasting. Audio content producers have embraced alternative publishing methods beyond traditional FM and AM frequencies, including Internet radio, MP3 players, podcasts, and streaming services like Spotify. However, the digital transformation of radio broadcasting raises questions about the medium's nature and mode of delivery, as highlighted by scholars like Dubber and Lacey (Berry). Online streaming allows radio stations to reach audiences beyond their geographic boundaries, offering a more diverse listener base (Jackson Pitts & Harms 274). Internet radio, characterised by live or scheduled audio (and sometimes video) streaming over Internet Protocol (IP), can be accessed via computers and mobile phones with 4G or 5G data connection. Unlike conventional radio, listeners cannot request songs or participate in talkback shows, but they enjoy the flexibility of selecting content according to their preferences. Compared to terrestrial radio stations, Internet radio is cost-effective, requiring minimal infrastructure and often operating from home-based studios (Berry 7-22). Therefore, Internet radio is growing every day and mobile devices are going to play a very important part in the future of radio. According to the Australian Communications and Media Authority, Australians are listening to more audio delivered over the internet in 2022–23 compared to the previous year (ACMA). Moreover, ethnic media, including social media platforms, play a significant role in fostering social bonds among elderly individuals (Du et al.). Ethnic groups utilise various social media apps to create closed groups, share community-related information, and maintain cultural connections. For instance, platforms like Facebook, WhatsApp, and Viber host private groups like 'Aussie Connect', catering to specific ethnic communities in Australia. In summary, conventional radio listeners are transitioning to novel audio listening technologies that offer personalised content experiences. Therefore, this article suggests developing new formats for ethnic radio programs, considering essential factors such as audience preferences, content guidelines, and leveraging available technology for listener benefit. Conclusion In conclusion, ethnic broadcasting in Australia stands at a crossroads, facing both challenges and opportunities in the evolving media landscape. By addressing the changing needs of diverse ethnic communities, empowering presenters, and embracing new technologies, broadcasters can continue to serve as a vital resource for migrants and refugees. Through collaboration, innovation, and a commitment to cultural preservation, ethnic broadcasting can chart a course towards a more inclusive and connected future for all Australians. References 3ZZZ. "Volunteer and Training." 2024. <https://www.3zzz.com.au/event/3zzz-broadcaster-training-course/>. Australian Communications and Media Authority (ACMA). "Communications and Media in Australia: Trends and Developments in Viewing and Listening 2022–23." 2023. <https://www.acma.gov.au/publications/2023-12/report/communications-and-media-australia-trends-and-developments-viewing-and-listening-2022-23>. ———. 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Ewart, J. "Exploring the Unity in Australian Community Radio." Media International Australia 142 (2012): 123-134. Ferrington, G. "Audio Design: Creating Multi-Sensory Images for the Mind." Journal of Visual Literacy 14.1 (1994): 61-67. Finkelstein, R. "The Report of the Independent Inquiry into the Media and Media Regulation." Report to the Minister for Broadband, Communications and the Digital Economy, 28 Feb. 2012. Canberra: Commonwealth of Australia, 2012. <https://webarchive.nla.gov.au/awa/20120320233242/http://pandora.nla.gov.au/pan/132662/20120321-1002/www.dbcde.gov.au/digital_economy/independent_media_inquiry.html>. Fleming, C. The Radio Handbook. London: Routledge, 2009. Jackson Pitts, M., and R. Harms. "Radio Websites as a Promotional Tool." Journal of Radio Studies 10 (2003): 274. Letch, K. "Review of Content Development Funding." Melbourne: Community Broadcasting Foundation, 2014. Lobato, R., and J. Meese. "Australia: Circumvention Goes Mainstream." In Geo-blocking and Global Video Culture. Amsterdam: Institute of Network Cultures, 2016. 120-128. Mackellar, M.J.R. "Ethnic Radio Will Benefit Both Migrants and Australians." Press release. 1977. <http://www.multiculturalaustralia.edu.au/doc/mackellar_1.pdf>. National Ethnic and Multicultural Broadcasters Council (NEMBC). "Ethnic Community Broadcasting: Strengthening Social Cohesion and Citizenship—Pre-Budget Submission 2024-25." 2023. <https://www.nembc.org.au/wp-content/uploads/2024/03/NEMBC-Federal-Pre-Budget-Submission-2024-25.pdf>. Padmakumar, K. "Understanding the Passive Listeners of FM Radio Stations in South India." Online Journal of Communication and Media Technologies 5 (2015): 614. <https://www.ojcmt.net/article/understanding-the-passive-listeners-of-fm-radio-stations-in-south-india-5682>. Papoutsaki, E., E. Kolesova, and L. Stephenson. "Curated Proceedings of the Ethnic Migrant Media Forum 2014: Are We Reaching All New Zealanders? 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In many ways, computers are becoming invisible and will continue to do so. When we reach into our pockets and pull out our cell phones to find a place to eat or message a friend on Facebook, we are no longer consciously aware that we are interacting with a user experience that has been consciously designed for our computer or device screen—but we are.— Andy Pratt and Jason Nunes, Interactive Design In theory, cell phones and other information and communication technologies (ICTs) are just a means for us to interact with people, businesses, and data sources. They have interfaces and, in a larger sense, are interfaces between their users and the networked world. Every day, people spend more time using them to perform more different tasks and find them more indispensable (Smith). As the epigraph above suggests, however, their omnipresence makes them practically invisible and has all but erased any feelings of awe or mystery that their power once generated. There is both a historical and functional dimension to this situation. In the historical advance of technology, it is part of what Kevin Kelly calls the “technium,” the ever-more complex interactions between advancing technology, our cognitive processes, and the cultural forces in which they are enmeshed; ICTs are measurably getting more powerful as time goes on and are, in this sense, worthy of our admiration (Kelly 11-17). In the functional dimension, on the other hand, many scholars and designers have observed how hard it is to hold on to this feeling of enchantment in our digital devices (Nye 185-226; McCarthy and Wright 192-97). As one study of human-computer interfaces observes “when people let the enchanting object [ICTs] do the emotional work of experience for them . . . what could be enchanting interactivity becomes a paradoxically detached interpassivity” (McCarthy et al. 377). ICTs can be ever more powerful, then, but this power will not necessarily be appreciated by their users. This paper analyzes recent narrative representations of ICT use in spy thrillers, with a particular focus on the canon of James Bond films (a sub-genre with a long-standing and overt fascination with advanced technology, especially ICTs), in order to explore how the banality of ICT technology has become the inescapable accompaniment of its power (Willis; Britton 99-123; 195-219). Among many possible recent examples: recall how Bond uses his ordinary cell phone camera to reveal the membership of the sinister Quantum group at an opera performance in Quantum of Solace; how world-wide video surveillance is depicted as inescapable (and amoral) in The Bourne Legacy; and how the anonymous protagonist of Roman Polanski’s Ghost Writer discovers the vital piece of top secret information that explains the entire film—by searching for it on his laptop via Google. In each of these cases, ICTs are represented as both incredibly powerful and tediously quotidian. More precisely, in each case human users are represented as interfaces between ICTs and their stored knowledge, rather than the reverse. Beginning with an account of how the naturalization of ICTs has changed the perceived relations between technology and its users, this essay argues that the promotional rhetoric of human empowerment and augmentation surrounding ICTs is opposed by a persistent cinematic theme of human subordination to technological needs. The question it seeks to open is why—why do the mainstream cinematic narratives of our culture depict the ICTs that enhance our capacities to know and communicate as something that diminishes rather than augments us? One answer (which can only be provisionally sketched here) is the loss of pleasure. It does not matter whether or not technology augments our capacities if it cannot sustain the fantasy of pleasure and/or enhancement at the same time. Without this fantasy, ICTs are represented as usurping position as the knowing subject and users, in turn, become the media connecting them– even when that user is James Bond. The Rhetoric of Augmentation Until the past five years or so, the technologization of the human mind was almost always represented in popular culture as a threat to humanity—whether it be Ira Levin’s robotic Stepford Wives as the debased expression of male wish-fulfillment (Levin), or Jonathan Demme’s brainwashed assassins with computer chip implants in his remake of The Manchurian Candidate. When Captain Picard, the leader and moral centre of the television series Star Trek: The Next Generation, is taken over by the Borg (an alien machine race that seeks to absorb other species into its technologized collective mind) in an episode from 1990, it is described as “assimilation” rather than an augmentation. The Borg version of Picard says to his former comrades that “we only wish to raise quality of life, for all species,” and it is a chilling, completely unemotional threat to the survival of our species (“Best of Both Worlds”). By 2012, on the other hand, the very same imagery is being used to sell smart phones by celebrating the technological enhancements that allegedly make us better human beings. In Verizon’s Droid DNA phone promotions, the product is depicted as an artificial heart for its user, one that enhances memory, “neural speed,” and “predictive intelligence” (thanks to Google Now). The tagline for the Verizon ad claims that “It’s not an upgrade to your phone; it’s an upgrade to yourself”, echoing Borg-Picard’s threat but this time as an aspirational promise (“Verizon Commercial”). The same technologization of the mind that was anathema just a few years ago, is now presented as both a desirable consumer goal and a professional necessity—the final close-up of the Verizon artificial heart shows that this 21st century cyborg has to be at his job in 26 minutes; the omnipresence of work in a networked world is here literally taken to heart. There is, notably, no promise of pleasure or liberation anywhere in this advertisement. We are meant to desire this product very much, but solely because it allows us to do more and better work. Not coincidentally, the period that witnessed this inversion in popular culture also saw an exponential increase in the quantity and variety of digitally networked devices in our lives (“Mobile Cellular”) and the emergence of serious cultural, scientific, and philosophical movements exploring the idea of “enhanced” human beings, whether through digital tool use, biomedical prostheses, drugs, or genetic modifications (Buchanan; Savulescu and Bostrom; “Humanity +”). As the material boundaries of the “human” have become more permeable and malleable, and as the technologies that make this possible become everyday objects, our resistance to this possibility has receded. The discourse of the transhuman and extropian is now firmly established as a philosophical possibility (Lilley). Personal augmentation with the promise of pleasure is still, of course, very much present in the presentation of ICTs. Launching the iPad 2 in 2011, the late Steve Jobs described his new product as a “magical and revolutionary device” with an “incredible magical user interface on a much larger canvas with more resources” and gushing that “it's technology married with liberal arts, married with the humanities, that yields us the result that makes our hearts sing” (“Apple Special Event”). This is the rhetoric of augmentation through technology and, as in the Verizon ad, it is very careful to position the consumer/user at the centre of the experience. The technology is described as wonderful not just in itself, but also precisely because it gives users “a larger canvas” with which to create. Likewise, the lifelogging movement (which encourages people to use small cameras to record every event of daily life) is at great pains to stress that “you, not your desktop’s hard drive, are the hub of your digital belongings” (Bell and Gemmell 10). But do users experience life with these devices as augmented? Is either the Verizon work cyborg or the iPad user’s singing heart representative of how these devices make us feel? It depends upon the context in which the question is asked. Extensive survey data on cell phone use shows that we are more attached than ever to our phones, that they allow us to be “productive” in otherwise dead times (such as while waiting in queues), and that only a minority of users worry about the negative effects of being “permanently connected” (Smith 9-10). Representations of technological augmentation in 21st century popular cinema, however, offer a very different perspective. Even in James Bond films, which (since Goldfinger in 1964) have been enraptured with technological devices as augmentations for its protagonists and as lures for audiences, digital devices have (in the three most recent films) lost their magic and become banal in the same way as they have in the lives of audience members (Nitins 2010; Nitins 2011; “List of James Bond Gadgets”). Rather than focusing on technological empowerment, the post 2006 Bond films emphasize (1) that ICTs “know” things and that human agents are just the media that connect them together; and (2) that the reciprocal nature of networked ICTs means that we are always visible when we use them; like Verizon phone users, our on-screen heroes have to learn that the same technology that empowers them simultaneously empowers others to know and/or control them. Using examples from the James Bond franchise, the remainder of this paper discusses the simultaneous disenchantment and power of ICT technology in the films as a representative sample of the cultural status of ICTs as a whole. “We don’t go in for that sort of thing any more...” From Goldfinger until the end of Pierce Brosnan’s tenure in 2002, technological devices were an important part of the audience’s pleasure in a Bond film (Willis; Nitins 2011). James Bond’s jetpack in Thunderball, to give one of many examples, is a quasi-magical aid for the hero with literary precursors going back to Aeneas’s golden bough; it is utterly enchanting and, equally importantly, fun. In the most recent Bond film, Skyfall, however, Q, the character who has historically made Bond’s technology, reappears after a two-film hiatus, but in the guise of a computer nerd who openly disdains the pleasures and possibilities of technological augmentation. When Bond complains about receiving only a gun and a radio from him, Q replies: “What did you expect? An exploding pen? We don’t really go in for that sort of thing any more.” Technology is henceforth to be banal and invisible albeit (as the film’s computer hacker villain Silva demonstrates) still incredibly powerful. The film’s pleasures must come from elsewhere. The post-credit sequence in Casino Royale, which involves the pursuit and eventual death of a terrorist bomb-maker, perfectly embodies the diminished importance of human agents as bearers of knowledge. It is bracketed at the beginning by the bomber looking at a text message while under surveillance by Bond and a colleague and at the end by Bond looking at the same message after having killed him. Significantly, the camera angle and setup of both shots make it impossible to distinguish between Bond’s hand and the bomber’s as they see the same piece of information on the same phone. The ideological, legal, racial, and other differences between the two men are erased in pursuit of the data (the name “Ellipsis” and a phone number) that they both covet. As digitally-transmitted data, it is there for anyone, completely unaffected by the moral or legal value attached to its users. Cell phones in these films are, in many ways, better sources of information than their owners—after killing a phone’s owner, his or her network traces can show exactly where s/he has been and to whom s/he has been talking, and this is how Bond proceeds. The bomber’s phone contacts lead Bond to the Bahamas, to the next villain in the chain, whom Bond kills and from whom he obtains another cell phone, which allows the next narrative location to be established (Miami Airport) and the next villain to be located (by calling his cell phone in a crowded room and seeing who answers) (Demetrios). There are no conventional interrogations needed here, because it is the digital devices that are the locus of knowledge rather than people. Even Bond’s lover Vesper Lynd sends her most important message to him (the name and cell phone number of the film’s arch villain) in a posthumous text, rather than in an actual conversation. Cell phones do not enable communication between people; people connect the important information that cell phones hold together. The second manifestation of the disenchantment of ICT technology is the disempowering omnipresence of surveillance. Bond and his colleague are noticed by the bomber when the colleague touches his supposedly invisible communication earpiece. With the audience’s point of view conflated with that of the secret agent, the technology of concealment becomes precisely what reveals the secret agent’s identity in the midst of a chaotic scene in which staying anonymous should be the easiest thing in the world; other villains identify Bond by the same means in a hotel hallway later in the film. While chasing the bomber, Bond is recorded by a surveillance camera in the act of killing him on the grounds of a foreign embassy. The secret agent is, as a result, made into an object of knowledge for the international media, prompting M (Bond’s boss) to exclaim that their political masters “don’t care what we do, they care what we get photographed doing.” Bond is henceforth part of the mediascape, so well known as a spy that he refuses to use the alias that MI6 provides for his climactic encounter with the main villain LeChiffre on the grounds that any well-connected master criminal will know who he is anyway. This can, of course, go both ways: Bond uses the omnipresence of surveillance to find another of his targets by using the security cameras of a casino. This one image contains many layers of reference—Bond the character has found his man; he has also found an iconic image from his own cultural past (the Aston Martin DB V car that is the only clearly delineated object in the frame) that he cannot understand as such because Casino Royale is a “reboot” and he has only just become 007. But the audience knows what it means and can insert this incarnation of James Bond in its historical sequence and enjoy the allusion to a past of which Bond is oblivious. The point is that surveillance is omnipresent, anonymity is impossible, and we are always being watched and interpreted by someone. This is true in the film’s narrative and also in the cultural/historical contexts in which the Bond films operate. It may be better to be the watcher rather than the watched, but we are always already both. By the end of the film, Bond is literally being framed by technological devices and becomes the organic connection between different pieces of technology. The literal centrality of the human agent in these images is not, in this disenchanted landscape, an indication of his importance. The cell phones to which Bond listens in these images connect him (and us) to the past, the back story or context provided by his masters that permits the audience to understand the complex plot that is unfolding before them. The devices at which he looks represent the future, the next situation or person that he must contain. He does not fully understand what is happening, but he is not there to understand – he is there to join the information held in the various devices together, which (in this film) usually means to kill someone. The third image in this sequence is from the final scene of the film, and the assault rifle marks this end—the chain of cell phone messages (direct and indirect) that has driven Casino Royale from its outset has been stopped. The narrative stops with it. Bond’s centrality amid these ICTS and their messages is simultaneously what allows him to complete his mission and what subjects him to their needs. This kind of technological power can be so banal precisely because it has been stripped of pleasure and of any kind of mystique. The conclusion of Skyfall reinforces this by inverting all of the norms that Bond films have created about their climaxes: instead of the technologically-empowered villain’s lair being destroyed, it is Bond’s childhood home that is blown up. Rather than beating the computer hacker at his own game, Bond kills him with a knife in a medieval Scottish church. It could hardly be less hi-tech if it tried, which is precisely the point. What the Bond franchise and the other films mentioned above have shown us, is that we do not rely on ICTs for enchantment any more because they are so powerfully connected to the everyday reality of work and to the loss of privacy that our digital devices exact as the price of their use. The advertising materials that sell them to us have to rely on the rhetoric of augmentation, but these films are signs that we do not experience them as empowering devices any more. The deeper irony is that (for once) the ICT consumer products being advertised to us today really do what their promotional materials claim: they are faster, more powerful, and more widely applicable in our lives than ever before. Without the user fantasy of augmentation, however, this truth has very little power to move us. We depict ourselves as the medium, and it is our digital devices that bear the message.References“Apple Special Event. March 2, 2011.” Apple Events. 21 Sep. 2013 ‹http://events.apple.com.edgesuite.net/1103pijanbdvaaj/event/index.html›. Bell, Gordon, and Jim Gemmell. Total Recall: How the E-Memory Revolution Will Change Everything. New York: Dutton, 2009.“The Best of Both Worlds: Part Two.” Star Trek: The Next Generation. Dir. Cliff Bole. Paramount, 2013. The Bourne Legacy. Dir. 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Human history has witnessed varied surveillance and counter-surveillance activities from time immemorial. Human beings could not surveille others effectively and accurately without the technology of their era. Technology is a tool that can empower both people and governments. The outcomes are different based on the users’ intentions and aims. 2,500 years ago, Sun Tzu noted that ‘If you know both yourself and your enemy, you can win numerous (literally, "a hundred") battles without jeopardy’. His words still ring true. To be a good surveiller and counter-surveiller it is essential to know both sides, and in order to be good at these activities access to technology is vital. There is no doubt that knowledge is power, and without technology to access the information, it is impossible to be powerful. As we become more expert at technology, we will learn what makes surveillance and counter-surveillance more effective, and will be more powerful.“Surveillance” is one of the most important aspects of living in the convergent media environment. This essay illustrates government surveillance and counter-surveillance during the Iranian Green Movement (2009) on social and mobile media. The Green Movement refers to a non-violent movement that arose after the disputed presidential election on June 2009. After that Iran was facing its most serious political crisis since the 1979 revolution. Claims of vote fraud triggered massive street protests. Many took to the streets with “Green” signs, chanting slogans such as ‘the government lied’, and ‘where is my vote?’ There is no doubt that social and mobile media has played an important role in Iran’s contemporary politics. According to Internet World Stats (IWS) Internet users in 2009 account for approximately 48.5 per cent of the population of Iran. In 2009, Iran had 30.2 million mobile phone users (Freedom House), and 72 cellular subscriptions for every 100 people (World Bank). Today, while Iran has the 19th-largest population in the world, its blogosphere holds the third spot in terms of number of users, just behind the United States and China (Beth Elson et al.). In this essay the use of social and mobile media (technology) is not debated, but the extent of this use, and who, why and how it is used, is clearly scrutinised.Visibility and Surveillance There have been different kinds of surveillance for a very long time. However, all types of surveillance are based on the notion of “visibility”. Previous studies show that visibility is not a new term (Foucault Discipline). The new things in the new era, are its scale, scope and complicated ways to watch others without being watched, which are not limited to a specific time, space and group, and are completely different from previous instruments for watching (Andrejevic). As Meikle and Young (146) have mentioned ‘networked digital media bring with them a new kind of visibility’, based on different kinds of technology. Internet surveillance has important implications in politics to control, protect, and influence (Marx Ethics; Castells; Fuchs Critique). Surveillance has been improved during its long history, and evolved from very simple spying and watching to complicated methods of “iSpy” (Andrejevic). To understand the importance of visibility and its relationship with surveillance, it is essential to study visibility in conjunction with the notion of “panopticon” and its contradictory functions. Foucault uses Bentham's notion of panopticon that carries within itself visibility and transparency to control others. “Gaze” is a central term in Bentham’s view. ‘Bentham thinks of a visibility organised entirely around a dominating, overseeing gaze’ (Foucault Eye). Moreover, Thomson (Visibility 11) notes that we are living in the age of ‘normalizing the power of the gaze’ and it is clear that the influential gaze is based on powerful means to see others.Lyon (Surveillance 2) explains that ‘surveillance is any collection and processing of personal data, whether identifiable or not, for the purpose of influencing or managing those whose data have been granted…’. He mentions that today the most important means of surveillance reside in computer power which allows collected data to be sorted, matched, retrieved, processed, marketed and circulated.Nowadays, the Internet has become ubiquitous in many parts of the world. So, the changes in people’s interactions have influenced their lives. Fuchs (Introduction 15) argues that ‘information technology enables surveillance at a distance…in real time over networks at high transmission speed’. Therefore, visibility touches different aspects of people’s lives and living in a “glasshouse” has caused a lot of fear and anxiety about privacy.Iran’s Green Movement is one of many cases for studying surveillance and counter-surveillance technologies in social and mobile media. Government Surveillance on Social and Mobile Media in Iran, 2009 In 2009 the Iranian government controlled technology that allowed them to monitor, track, and limit access to the Internet, social media and mobiles communication, which has resulted in the surveillance of Green Movement’s activists. The Iranian government had improved its technical capabilities to monitor the people’s behavior on the Internet long before the 2009 election. The election led to an increase in online surveillance. Using social media the Iranian government became even more powerful than it was before the election. Social media was a significant factor in strengthening the government’s power. In the months after the election the virtual atmosphere became considerably more repressive. The intensified filtering of the Internet and implementation of more advanced surveillance systems strengthened the government’s position after the election. The Open Net Initiative revealed that the Internet censorship system in Iran is one of the most comprehensive and sophisticated censorship systems in the world. It emphasized that ‘Advances in domestic technical capacity have contributed to the implementation of a centralized filtering strategy and a reduced reliance on Western technologies’.On the other hand, the authorities attempted to block all access to political blogs (Jaras), either through cyber-security methods or through threats (Tusa). The Centre for Investigating Organized Cyber Crimes, which was founded in 2007 partly ‘to investigate and confront social and economic offenses on the Internet’ (Cyber Police), became increasingly important over the course of 2009 as the government combated the opposition’s online activities (Beth Elson et al. 16). Training of "senior Internet lieutenants" to confront Iran's "virtual enemies online" was another attempt that the Intelligence minister announced following the protests (Iran Media Program).In 2009 the Iranian government enacted the Computer Crime Law (Jaras). According to this law the Committee in Charge of Determining Unauthorized Websites is legally empowered to identify sites that carry forbidden content and report that information to TCI and other major ISPs for blocking (Freedom House). In the late fall of 2009, the government started sending threatening and warning text messages to protesters about their presence in the protests (BBC). Attacking, blocking, hacking and hijacking of the domain names of some opposition websites such as Jaras and Kaleme besides a number of non-Iranian sites such as Twitter were among the other attempts of the Iranian Cyber Army (Jaras).It is also said that the police and security forces arrested dissidents identified through photos and videos posted on the social media that many imagined had empowered them. Furthermore, the online photos of the active protesters were posted on different websites, asking people to identify them (Valizadeh).In late June 2009 the Iranian government was intentionally permitting Internet traffic to and from social networking sites such as Facebook and Twitter so that it could use a sophisticated practice called Deep Packet Inspection (DPI) to collect information about users. It was reportedly also applying the same technology to monitor mobile phone communications (Beth Elson et al. 15).On the other hand, to cut communication between Iranians inside and outside the country, Iran slowed down the Internet dramatically (Jaras). Iran also blocked access to Facebook, YouTube, Wikipedia, Twitter and many blogs before, during and after the protests. Moreover, in 2009, text message services were shut down for over 40 days, and mobile phone subscribers could not send or receive text messages regardless of their mobile carriers. Subsequently it was disrupted on a temporary basis immediately before and during key protests days.It was later discovered that the Nokia Siemens Network provided the government with surveillance technologies (Wagner; Iran Media Program). The Iranian government built a complicated system that enabled it to monitor, track and intercept what was said on mobile phones. Nokia Siemens Network confirmed it supplied Iran with the technology needed to monitor, control, and read local telephone calls [...] The product allowed authorities to monitor any communications across a network, including voice calls, text messaging, instant messages, and web traffic (Cellan-Jones). Media sources also reported that two Chinese companies, Huawei and ZTE, provided surveillance technologies to the government. The Nic Payamak and Saman Payamak websites, that provide mass text messaging services, also reported that operator Hamrah Aval commonly blocked texts with words such as meeting, location, rally, gathering, election and parliament (Iran Media Program). Visibility and Counter-Surveillance The panopticon is not limited to the watchers. Similarly, new kinds of panopticon and visibility are not confined to government surveillance. Foucault points out that ‘the seeing machine was once a sort of dark room into which individuals spied; it has become a transparent building in which the exercise of power may be supervised by society as a whole’ (Discipline 207). What is important is Foucault's recognition that transparency, not only of those who are being observed but also of those who are observing, is central to the notion of the panopticon (Allen) and ‘any member of society will have the right to come and see with his own eyes how schools, hospitals, factories, and prisons function’ (Foucault, Discipline 207). Counter-surveillance is the process of detecting and mitigating hostile surveillance (Burton). Therefore, while the Internet is a surveillance instrument that enables governments to watch people, it also improves the capacity to counter-surveille, and draws public attention to governments’ injustice. As Castells (185) notes the Internet could be used by citizens to watch their government as an instrument of control, information, participation, and even decision-making, from the bottom up.With regards to the role of citizens in counter-surveillance we can draw on Jay Rosen’s view of Internet users as ‘the people formerly known as the audience’. In counter-surveillance it can be said that passive citizens (formerly the audience) have turned into active citizens. And this change was becoming impossible without mobile and social media platforms. These new techniques and technologies have empowered people and given them the opportunity to have new identities. When Thompson wrote ‘the exercise of power in modern societies remains in many ways shrouded in secrecy and hidden from the public gaze’ (Media 125), perhaps he could not imagine that one day people can gaze at the politicians, security forces and the police through the use of the Internet and mobile devices.Furthermore, while access to mobile media allows people to hold authorities accountable for their uses and abuses of power (Breen 183), social media can be used as a means of representation, organization of collective action, mobilization, and drawing attention to police brutality and reasons for political action (Gerbaudo).There is no doubt that having creativity and using alternative platforms are important aspects in counter-surveillance. For example, images of Lt. Pike “Pepper Spray Cop” from the University of California became the symbol of the senselessness of police brutality during the Occupy Movement (Shaw). Iranians’ Counter-Surveillance on Social and Mobile Media, 2009 Iran’s Green movement (2009) triggered a lot of discussions about the role of technology in social movements. In this regard, there are two notable attitudes about the role of technology: techno-optimistic (Shriky and Castells) and techno-pessimistic (Morozov and Gladwell) views should be taken into account. While techno-optimists overrated the role of social media, techno-pessimists underestimated its role. However, there is no doubt that technology has played a great role as a counter-surveillance tool amongst Iranian people in Iran’s contemporary politics.Apart from the academic discussions between techno-optimists and techno-pessimists, there have been numerous debates about the role of new technologies in Iran during the Green Movement. This subject has received interest from different corners of the world, including Western countries, Iranian authorities, opposition groups, and also some NGOs. However, its role as a means of counter-surveillance has not received adequate attention.As the tools of counter-surveillance are more or less the tools of surveillance, protesters learned from the government to use the same techniques to challenge authority on social media.Establishing new websites (such as JARAS, RASA, Kalemeh, and Iran green voice) or strengthening some previous ones (such as Saham, Emrooz, Norooz), also activating different platforms such as Facebook, Twitter, and YouTube accounts to broadcast the voice of the Iranian Green Movement and neutralize the government’s propaganda were the most important ways to empower supporters of Iran’s Green Movement in counter-surveillance.‘Reporters Without Borders issued a statement, saying that ‘the new media, and particularly social networks, have given populations collaborative tools with which they can change the social order’. It is also mentioned that despite efforts by the Iranian government to prevent any reporting of the protests and due to considerable pressure placed on foreign journalists inside Iran, social media played a significant role in sending the messages and images of the movement to the outside world (Axworthy). However, at that moment, many thought that Twitter performed a liberating role for Iranian dissenters. For example, Western media heralded the Green Movement in Iran as a “Twitter revolution” fuelled by information and communication technologies (ICTs) and social media tools (Carrieri et al. 4). “The Revolution Will Be Twittered” was the first in a series of blog posts published by Andrew Sullivan a few hours after the news of the protests was released.According to the researcher’s observation the numbers of Twitter users inside Iran who tweeted was very limited in 2009 and social media was most useful in the dissemination of information, especially from those inside Iran to outsiders. Mobile phones were mostly influential as an instrument firstly used for producing contents (images and videos) and secondly for the organisation of protests. There were many photos and videos that were filmed by very simple mobile cell phones, uploaded by ordinary people onto YouTube and other platforms. The links were shared many times on Twitter and Facebook and released by mainstream media. The most frequently circulated story from the Iranian protests was a video of Neda Agha-Sultan. Her final moments were captured by some bystanders with mobile phone cameras and rapidly spread across the global media and the Internet. It showed that the camera-phone had provided citizens with a powerful means, allowing for the creation and instant sharing of persuasive personalised eyewitness records with mobile and globalised target populations (Anden-Papadopoulos).Protesters used another technique, DDOS (distributed denial of service attacks), for political protest in cyber space. Anonymous people used DDOS to overload a website with fake requests, making it unavailable for users and disrupting the sites set as targets (McMillan) in effect, shutting down the site. DDOS is an important counter-surveillance activity by grassroots activists or hackers. It was a cyber protest that knocked the main Iranian governmental websites off-line and caused crowdsourcing and false trafficking. Amongst them were Mahmoud Ahmadinejad, Iran's supreme leader’s websites and those which belong to or are close to the government or security forces, including news agencies (Fars, IRNA, Press TV…), the Ministry of Foreign Affairs, the Ministry of Justice, the Police, and the Ministry of the Interior.Moreover, as authorities uploaded the pictures of protesters onto different platforms to find and arrest them, in some cities people started to put the pictures, phone numbers and addresses of members of security forces and plain clothes police officers who attacked them during the protests and asked people to identify and report the others. They also wanted people to send information about suspects who infringed human rights. Conclusion To sum up, visibility, surveillance and counter-surveillance are not new phenomena. What is new is the technology, which increased their complexity. As Foucault (Discipline 200) mentioned ‘visibility is a trap’, so being visible would be the weakness of those who are being surveilled in the power struggle. In the convergent era, in order to be more powerful, both surveillance and counter-surveillance activities aim for more visibility. Although both attempt to use the same means (technology) to trap the other side, the differences are in their subjects, objects, goals and results.While in surveillance, visibility of the many by the few is mostly for the purpose of control and influence in undemocratic ways, in counter-surveillance, the visibility of the few by the many is mostly through democratic ways to secure more accountability and transparency from the governments.As mentioned in the case of Iran’s Green Movement, the scale and scope of visibility are different in surveillance and counter-surveillance. The importance of what Shaw wrote about Sydney occupy counter-surveillance, applies to other places, such as Iran. She has stressed that ‘protesters and police engaged in a dance of technology and surveillance with one another. Both had access to technology, but there were uncertainties about the extent of technology and its proficient use…’In Iran (2009), both sides (government and activists) used technology and benefited from digital networked platforms, but their levels of access and domains of influence were different, which was because the sources of power, information and wealth were divided asymmetrically between them. Creativity was important for both sides to make others more visible, and make themselves invisible. Also, sharing information to make the other side visible played an important role in these two areas. References Alen, David. “The Trouble with Transparency: The Challenge of Doing Journalism Ethics in a Surveillance Society.” Journalism Studies 9.3 (2008): 323-40. 8 Dec. 2013 ‹http://www.tandfonline.com/doi/full/10.1080/14616700801997224#.UqRFSuIZsqN›. 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Introduction Daffodil Day, usually held in spring, raises funds for cancer awareness and research using this symbol of hope. On that day, people who donate money to this good cause are usually given a yellow daffodil pin to wear. When I lived in Auckland, New Zealand, on the last Friday in August most people walking around the city centre proudly wore a cheerful yellow flower. So many people generously participated in this initiative that one almost felt obliged to join the cause in order to wear the ‘uniform’ – the daffodil pin – as everyone else did on that day. To donate and to wear a daffodil is the social expectation, and operating in social environment people often endeavour to meet the expectation by doing the ‘appropriate things’ defined by societies or communities. After all, who does not like to receive a beam of acceptance and appreciation from a fellow daffodil bearer in Auckland’s Queen Street? States in international society are no different. In some ways, states wear ‘uniforms’ while executing domestic and foreign affairs just as human beings do within their social groups. States develop the understandings of desirable behaviour from the international community with which they interact and identify. They are ‘socialised’ to act in line with the expectations of international community. These expectations are expressed in the form of international norms, a prescriptive set of ideas about the ‘appropriate behaviour for actors with a given identity’ (Finnemore and Sikkink 891). Motivated by this logic of appropriateness, states that comply with certain international norms in world politics justify and undertake actions that are considered appropriate for their identities. This essay starts with examining how international norms can be spread to different countries through the process of ‘state socialisation’ (how the countries are ‘talked into’ wearing the ‘uniform’). Second, the essay investigates the idea of ‘cultural match’: how domestic actors comply with an international norm by interpreting and manipulating it according to their local political and legal practices (how the countries wear the ‘uniform’ differently). Lastly, the essay probes the current international normative community and the liberal values embedded in major international norms (whether states would continue wearing the ‘uniform’). International Norms and State Socialisation: Why Do States Wear the ‘Uniforms’? Norm diffusion is related to the efforts of ‘norm entrepreneurs’ using various platforms to convince a critical mass of states to embrace new norms (Finnemore and Sikkink 895-896). Early studies of norm diffusion tend to emphasise nongovernmental organisations (NGOs) as norm entrepreneurs and advocates, such as Oxfam and its goal of reducing poverty and hunger worldwide (Capie 638). In other empirical research, intergovernmental organisations (IGOs) were shown to serve as ‘norm teachers,’ such as UNESCO educating developing countries the value of science policy organisations (Finnemore 581-586). Additionally, states and other international actors can also play important roles in norm diffusion. Powerful states with more communication resources sometimes enjoy advantages in creating and promoting new norms (Florini 375). For example, the United States and Western European countries have often been considered as the major proponents of free trade. Norm emergence and state socialisation in a normative community often occurs during critical historical periods, such as wars and major economic downturns, when international changes and domestic crises often coincide with each other (Ikenberry and Kupchan 292). For instance, the norm entrepreneurs of ‘responsible power/state’ can be traced back to the great powers (mainly the United States, Great Britain, and the Soviet Union) and their management of international order at the end of WWII (see Bull). With their negotiations and series of international agreements at the Cairo, Tehran, Yalta, and Potsdam Conference in the 1940s, these great powers established a post-World War international society based on the key liberal values of international peace and security, free trade, human rights, and democracy. Human beings are not born to know what appropriate behaviour is; we learn social norms from parents, schools, peers, and other community members. International norms are collective expectations and understanding of how state governments should approach their domestic and foreign affairs. States ‘learn’ international norms while socialising with a normative community. From a sociological perspective, socialisation summarises ‘how and to what extent diverse individuals are meshed with the requirement of collective life’ at the societal level (Long and Hadden 39). It mainly consists of the process of training and shaping newcomers by the group members and the social adjustment of novices to the normative framework and the logic of appropriateness (Long and Hadden 39). Similarly, social psychology defines socialisation as the process in which ‘social organisations influence the action and experience of individuals’ (Gold and Douvan 145). Inspired by sociology and psychology, political scientists consider socialisation to be the mechanism through which norm entrepreneurs persuade other actors (usually a norm novice) to adhere to a particular prescriptive standard (Johnston, “Social State” 16). Norm entrepreneurs can change novices’ behaviour by the methods of persuasion and social influence (Johnston, “Treating International Institutions” 496-506). Socialisation sometimes demands that individual actors should comply with organisational norms by changing their interests or preferences (persuasion). Norm entrepreneurs often attempt to construct an appealing cognitive frame in order to persuade the novices (either individuals or states) to change their normative preferences or adopt new norms. They tend to use language that can ‘name, interpret and dramatise’ the issues related to the emerging norm (Finnemore and Sikkink 987). As a main persuasive device, ‘framing’ can provide a singular interpretation and appropriate behavioural response for a particular situation (Payne 39). Cognitive consistency theory found in psychology has suggested the mechanism of ‘analogy’, which indicates that actors are more likely to accept new ideas that share some similarities to the extant belief or ideas that they have already accepted (see Hybel, ch. 2). Based on this understanding, norm entrepreneurs usually frame issues in a way that can associate and resonate with the shared value of the targeted novices (Payne 43). For example, Finnemore’s research shows that when it promoted the creation of state science bureaucracies in the 1960s, UNESCO associated professional science policy-making with the appropriate role of a modern state, which was well received by the post-war developing countries in Latin America, the Middle East, and Southeast Asia (Finnemore 565-597). Socialisation can also emanate actors’ pro-norm behaviour through a cost-benefit calculation made with social rewards and punishments (social influence). A normative community can use the mechanism of back-patting and opprobrium to distribute social reward and punishment. Back-patting – ‘recognition, praise and normative support’ – is offered for a novice’s or member’s cooperative and pro-norm behaviour (Johnston, “Treating International Institutions” 503). In contrast, opprobrium associated with status denial and identity rejection can create social and psychological costs (Johnston 504). Both the reward and punishment grow in intensity with the number of co-operators (Johnston 504). A larger community can often create more criticism towards rule-breakers, and thus greatly increase the cost of disobedience. For instance, the lack of full commitment from major powers, such as China, the United States, and some other OECD countries, has arguably made global collective action towards mitigating climate change more difficult, as the cost of non-compliance is relatively low. While being in a normative environment, novice or emerging states that have not yet been socialised into the international community can respond to persuasion and social influence through the processes of identification and mimicking. Social psychology indicates that when one actor accepts persuasion or social influence based on its desire to build or maintain a ‘satisfying self-defining relationship’ to another actor, the mechanism of identification starts to work (Kelman 53). Identification among a social group can generate ‘obligatory’ behaviour, where individual states make decisions by attempting to match their perceptions of ‘who they are’ (national identity) with the expectation of the normative community (Glodgeier and Tetlock 82). After identifying with the normative community, a novice state would then mimic peer states’ pro-norm behaviour in order to be considered as a qualified member of the social group. For example, when the Chinese government was deliberating over its ratification of the Cartagena Protocol on Biosafety in 2003, a Ministry of Environmental Protection brief noted that China should ratify the Protocol as soon as possible because China had always been a country ‘keeping its word’ in international society, and non-ratification would largely ‘undermine China’s international image and reputation’ (Ministry of Environmental Protection of PRC). Despite the domestic industry’s disagreement with entering into the Protocol, the Chinese government’s self-identification as a ‘responsible state’ that performs its international promises and duties played an important role in China’s adoption of the international norm of biosafety. Domestic Salience of International Norms: How Do States Wear the ‘Uniforms’ Differently? Individual states do not accept international norms passively; instead, state governments often negotiate and interact with domestic actors, such as major industries and interest groups, whose actions and understandings in turn impact on how the norm is understood and implemented. This in turn feeds back to the larger normative community and creates variations of those norms. There are three main factors that can contribute to the domestic salience of an international norm. First, as the norm-takers, domestic actors can decide whether and to what extent an international norm can enter the domestic agenda and how it will be implemented in policy-making. These actors tend to favour an international norm that can justify their political and social programs and promote their interests in domestic policy debates (Cortell and Davis, “How Do International Institutions Matter?” 453). By advocating the existence and adoption of an international norm, domestic actors attempt to enhance the legitimacy and authority of their current policy or institution (Acharya, “How Ideas Spread” 248). Political elites can strengthen state legitimacy by complying with an international norm in their policy-making, and consequently obtain international approval with reputation, trust, and credibility as social benefits in the international community (Finnemore and Sikkink 903). For example, when the UN General Assembly adopted the Declaration on the Rights of Indigenous Peoples (UNDRIP), only four states – Australia, Canada, New Zealand, and the United States – voted against the Declaration. They argued that their constitutional and national policies were sufficiently responsive to the type of Indigenous self-determination envisioned by UNDRIP. Nevertheless, given the opprobrium directed against these states by the international community, and their well-organised Indigenous populations, the four state leaders recognised the value of supporting UNDRIP. Subsequently all four states adopted the Declaration, but in each instance state leaders observed UNDRIP’s ‘aspirational’ rather than legal status; UNDRIP was a statement of values that these states’ policies should seek to incorporate into their domestic Indigenous law. Second, the various cultural, political, and institutional strategies of domestic actors can influence the effectiveness of norm empowerment. Political rhetoric and political institutions are usually created and used to promote a norm domestically. Both state and societal leaders can make the performative speech act of an international norm work and raise its importance in a national context by repeated declarations on the legitimacy and obligations brought by the norm (Cortell and Davis, “Understanding the Domestic Impact” 76). Moreover, domestic actors can also develop or modify political institutions to incorporate an international norm into the domestic bureaucratic or legal system (Cortell and Davis, “Understanding the Domestic Impact” 76). These institutions provide rules for domestic actors and articulate their rights and obligations, which transforms the international norm’s legitimacy and authority into local practices. For example, the New Zealand Government adopted a non-nuclear policy in the 1980s. This policy arose from the non-nuclear movement that was leading the development of the Raratonga Treaty (South Pacific Nuclear Free Zone) and peace and Green party movements across Europe who sought to de-nuclearise the European continent. The Lange Labour Government’s 1984 adoption of an NZ anti-nuclear policy gained impetus because of these larger norm movements, and these movements in turn recognised the normative importance of a smaller power in international relations. Third, the characteristics of the international norm can also impact on the likelihood that the norm will be accepted by domestic actors. A ‘cultural match’ between international norm and local values can facilitate norm diffusion to domestic level. Sociologists suggest that norm diffusion is more likely to be successful if the norm is congruent with the prior values and practices of the norm-taker (Acharya, “Asian Regional Institutions” 14). Norm diffusion tends to be more efficient when there is a high degree of cultural match such that the global norm resonates with the target country’s domestic values, beliefs or understandings, which in turn can be reflected in national discourse, as well as the legal and bureaucratic system (Checkel 87; Cortell and Davis, “Understanding the Domestic Impact” 73). With such cultural consistency, domestic actors are more likely to accept an international norm and treat it as a given or as ‘matter-of-fact’ (Cortell and Davis, “Understanding the Domestic Impact” 74). Cultural match in norm localisation explains why identical or similar international socialisation processes can lead to quite different local developments and variations of international norms. The debate between universal human rights and the ‘Asian values’ of human rights is an example where some Asian states, such as Singapore and China, prioritise citizen’s economic rights over social and political rights and embrace collective rights instead of individual rights. Cultural match can also explain why one country may easily accept a certain international norm, or some aspect of one particular norm, while rejecting others. For example, when Taiwanese and Japanese governments adapted the United Nations Declaration on the Rights of Indigenous Peoples into their local political and legal practice, various cultural aspects of Indigenous rights have been more thoroughly implemented compared to indigenous economic and political rights (Gao et al. 60-65). In some extreme cases, the norm entrepreneurs even attempt to change the local culture of norm recipients to create a better cultural match for norm localisation. For example, when it tried to socialise India into its colonial system in the early nineteenth century, Britain successfully shaped the evolution of Indian political culture by adding British values and practices into India’s social, political, and judicial system (Ikenberry and Kupchan 307-309). The International Normative Community: Would States Continue Wearing ‘Uniforms’? International norms evolve. Not every international norm can survive and sustain. For example, while imperialism and colonial expansion, where various European states explored, conquered, settled, and exploited other parts of the world, was a widely accepted idea and practice in the nineteenth century, state sovereignty, equality, and individual rights have replaced imperialism and become the prevailing norms in international society today. The meanings of the same international norm can evolve as well. The Great Powers first established the post-war international norms of ‘state responsibility’ based on the idea of sovereign equality and non-intervention of domestic affairs. However, the 1980s saw the emergence of many international organisations, which built new standards and offered new meanings for a responsible state in international society: a responsible state must actively participate in international organisations and comply with international regimes. In the post-Cold War era, international society has paid more attention to states’ responsibility to offer global common goods and to promote the values of human rights and democracy. This shift of focus has changed the international expectation of state responsibility again to embrace collective goods and global values (Foot, “Chinese Power” 3-11). In addition to the nature and evolution of international norms, the unity and strength of the normative community can also affect states’ compliance with the norms. The growing size of the community group or the number of other cooperatives can amplify the effect of socialisation (Johnston, “Treating International Institutions” 503-506). In other words, individual states are often more concerned about their national image, reputation and identity regarding norm compliance when a critical mass of states have already subscribed into the international norm. How much could this critical mass be? Finnemore and Sikkink suggest that international norms reach the threshold global acceptance when the norm entrepreneurs have persuaded at least one third of all states to adopt the new norm (901). The veto record of the United Nation Security Council (UNSC) shows this impact. China, for example, has cast a UNSC veto vote 17 times as of 2022, but it has rarely excised its veto power alone (Security Council Report). For instance, though being sceptical of the notion of ‘Responsibility to Protect’, which prioritises human right over state sovereignty, China did not veto Resolution 1973 (2011) regarding the Libyan civil war. The Resolution allowed the international society to take ‘all necessary measure to protect civilians’ from a failed state government, and it received wide support among UNSC members (no negative votes from the other 14 members). Moreover, states are not entirely equal in terms of their ‘normative weight’. When Great Powers act as norm entrepreneurs, they can usually utilise their wealth and influence to better socialise other norm novice states. In the history of promoting biological diversity norms which are embedded in the Convention on Biological Diversity (CBD), the OECD countries, especially France, UK, Germany, and Japan, have been regarded as normative leaders. French and Japanese political leaders employed normative language (such as ‘need’ and ‘must’) in various international forums to promote the norms and to highlight their normative commitment (see e.g. Chirac; Kan). Additionally, both governments provided financial assistance for developing countries to adopt the biodiversity norms. In the 2011 annual review of CBD, Japan reaffirmed its US$12 million contribution to assisting developing countries (Secretariat of the Convention on Biological Diversity 9). France joined Japan’s commitment by announcing a financial contribution of €1 million along, with some additional funding from Norway and Switzerland (Secretariat of the Convention on Biological Diversity 9). Today, biological diversity has been one of the most widely accepted international environmental norms, which 196 states/nations have ratified (United Nations). While Great Powers can make more substantial contributions to norm diffusion compared to many smaller powers with limited state capacity, Great Powers’ non-compliance with the normative ‘uniform’ can also significantly undermine the international norms’ validity and the normative community’s unity and reputation. The current normative community of climate change is hardly a unified one, as it is characterised by a low degree of consensus. Major industrial countries, such as the United States, Canada, and Australia, have not yet reached an agreement concerning their individual responsibilities for reducing greenhouse emissions. This lack of agreement, which includes the amount of cuts, the feasibility and usefulness of such cuts, and the relative sharing of cuts across various states, is complicated by the fact that large developing countries, such as China, Brazil, and India, also hold different opinions towards climate change regimes (see Vidal et al.). Experts heavily criticised the major global powers, such as the European Union and the United States, for their lack of ambition in phasing out fossil fuels during the 2022 climate summit in Egypt (COP27; Ehsan et al.). In international trade, both China and the United States are among the leading powers because of their large trade volume, capacity, and transnational network; however, both countries have recently undermined the world trade system and norms. China took punitive measures against Australian export products after Australia’s Covid-19 inquiry request at the World Health Organisation. The United States, particularly under the Trump Administration, invoked the WTO national security exception in Article XXI of the General Agreement on Tariffs and Trade (GATT) to justify its tariffs on steel and aluminium. Lastly, norm diffusion and socialisation can be a ‘two-way path,’ especially when the norm novice state is a powerful and influential state in the international system. In this case, the novices are not merely assimilated into the group, but can also successfully exert some influence on other group members and affect intra-group relations (Moreland 1174). As such, the novices can be both targets of socialisation and active agents who can shape the content and outcome of socialisation processes (Pu 344). The influence from the novices can create normative contestation and thus influence the norm evolution (Thies 547). In other words, novice states can influence international society and shape the international norm during the socialisation process. For example, the ‘ASEAN Way’ is a set of norms that regulate member states’ relationships within the Association of Southeast Asian Nations (ASEAN). It establishes a diplomatic and security culture characterised by informality, consultation, and dialogue, and consensus-building in decision-making processes (Caballero-Anthony). From its interaction with ASEAN, China has been socialised into the ‘ASEAN Way’ (Ba 157-159). Nevertheless, China’s relations with the ASEAN Regional Forum (ARF) also suggest that there exists a ‘feedback’ process between China and ARF which resulted in institutional changes in ARF to accommodate China’s response (Johnston, “The Myth of the ASEAN Way?” 291). For another example, while the Western powers generally promote the norm of ‘shared responsibility’ in global environment regimes, the emerging economies, such as the BRICS countries (Brazil, Russia, India, China, and South Africa), have responded to the normative engagement and proposed a ‘Common but Differentiated Responsibilities’ regime where the developing countries shoulder less international obligations. Similarly, the Western-led norm of ‘Responsibility to Protect’, which justifies international humanitarian intervention, has received much resistance from the countries that only adhere to the conventional international rules regarding state sovereignty rights and non-intervention to domestic affairs. Conclusion International norms are shared expectations about what constitutes appropriate state behaviour. They are the ‘uniforms’ for individual states to wear when operating at the international level. States comply with international norms in order to affirm their preferred national identities as well as to gain social acceptance and reputation in the normative community. When the normative community is united and sizable, states tend to receive more social pressure to consistently wear these normative uniforms – be they the Geneva Conventions or nuclear non-proliferation. Nevertheless, in the post-pandemic world where liberal values, such as individual rights and rule of law, face significant challenges and democracies are in decline, the future success of the global normative community may be at risk. Great Powers are especially responsible for the survival and sustainability of international norms. The United States under President Trump adopted a nationalist ‘America First’ security agenda: alienating traditional allies, befriending authoritarian regimes previously shunned, and rejecting multilateralism as the foundation of the post-war global order. While the West has been criticised of failing to live up to its declared values, and has suffered its own loss of confidence in the liberal model, the rising powers have offered their alternative version of the world system. Instead of merely adapting to the Western-led global norms, China has created new institutions, such as the Belt and Road Initiatives, to promote its own preferred values, and has reshaped the global order where it deems the norms undesirable (Foot, “Chinese Power in a Changing World Order” 7). Great Power participation has reshaped the landscape of global normative community, and sadly not always in positive ways. Umberto Eco lamented the disappearance of the beauty of the past in his novel The Name of the Rose: ‘stat rosa pristina nomine, nomina nuda tenemus’ ('yesterday’s rose endures in its name, we hold empty names'; Eco 538). If the international community does not want to witness an era where global norms and universal values are reduced to nominalist symbols, it must renew and reinvigorate its commitment to global values, such as human rights and democracy. It must consider wearing these uniforms again, properly. 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The Digital TurnMuch of the 19th century disappeared from public view during the 20th century. Historians recovered what they could from archives and libraries, with the easy pickings-the famous and the fortunate-coming first. Latterly, social and political historians of different hues determinedly sought out the more hidden, forgotten, and marginalised. However, there were always limitations to resources-time, money, location, as well as purpose, opportunity, and permission. 'History' was principally a professionalised and privileged activity dominated by academics who had preferential access to, and significant control over, the resources, technologies and skills required, as well as the social, economic and cultural framework within which history was recovered, interpreted, approved and disseminated.Digitisation and the broader development of new communication technologies has, however, transformed historical research processes and practice dramatically, removing many constraints, opening up many opportunities, and allowing many others than the professional historian to trace and track what would have remained hidden, forgotten, or difficult to find, as well as verify (or otherwise), what has already been claimed and concluded. In the 21st century, the SEARCH button has become a dominant tool of research. This, along with other technological and media developments, has altered the practice of historians-professional or 'public'-who can now range deep and wide in the collection, portrayal and dissemination of historical information, in and out of the confines of the traditional institutional walls of retained information, academia, location, and national boundaries.This incorporation of digital technologies into academic historical practice generally, has raised, as Cohen and Rosenzweig, in their book Digital History, identified a decade ago, not just promises, but perils. For the historian, there has been the move, through digitisation, from the relative scarcity and inaccessibility of historical material to its (over) abundance, but also the emerging acceptance that, out of both necessity and preference, a hybridity of sources will be the foreseeable way forward. There has also been a significant shift, as De Groot notes in his book Consuming History, in the often conflicted relationship between popular/public history and academic history, and the professional and the 'amateur' historian. This has brought a potentially beneficial democratization of historical practice but also an associated set of concerns around the loss of control of both practice and product of the professional historian. Additionally, the development of digital tools for the collection and dissemination of 'history' has raised fears around the commercialised development of the subject's brand, products and commodities. This article considers the significance and implications of some of these changes through one protracted act of recovery and reclamation in which the digital made the difference: the life of a notorious 19th century professional agitator on both sides of the Atlantic, John De Morgan. A man thought lost, but now found."Who Is John De Morgan?" The search began in 1981, linked to the study of contemporary "race riots" in South East London. The initial purpose was to determine whether there was a history of rioting in the area. In the Local History Library, a calm and dusty backwater, an early find was a fading, but evocative and puzzling, photograph of "The Plumstead Common Riots" of 1876. It showed a group of men and women, posing for the photographer on a hillside-the technology required stillness, even in the middle of a riot-spades in hand, filling in a Mr. Jacob's sandpits, illegally dug from what was supposed to be common land. The leader of this, and other similar riots around England, was John De Morgan. A local journalist who covered the riots commented: "Of Mr. De Morgan little is known before or since the period in which he flashed meteorlike through our section of the atmosphere, but he was indisputably a remarkable man" (Vincent 588). Thus began a trek, much interrupted, sometimes unmapped and haphazard, to discover more about this 'remarkable man'. "Who is John De Morgan" was a question frequently asked by his many contemporary antagonists, and by subsequent historians, and one to which De Morgan deliberately gave few answers. The obvious place to start the search was the British Museum Reading Room, resplendent in its Victorian grandeur, the huge card catalogue still in the 1980s the dominating technology. Together with the Library's newspaper branch at Colindale, this was likely to be the repository of all that might then easily be known about De Morgan.From 1869, at the age of 21, it appeared that De Morgan had embarked on a life of radical politics that took him through the UK, made him notorious, lead to accusations of treasonable activities, sent him to jail twice, before he departed unexpectedly to the USA in 1880. During that period, he was involved with virtually every imaginable radical cause, at various times a temperance advocate, a spiritualist, a First Internationalist, a Republican, a Tichbornite, a Commoner, an anti-vaccinator, an advanced Liberal, a parliamentary candidate, a Home Ruler. As a radical, he, like many radicals of the period, "zigzagged nomadically through the mayhem of nineteenth century politics fighting various foes in the press, the clubs, the halls, the pulpit and on the street" (Kazin 202). He promoted himself as the "People's Advocate, Champion and Friend" (Allen). Never a joiner or follower, he established a variety of organizations, became a professional agitator and orator, and supported himself and his politics through lecturing and journalism. Able to attract huge crowds to "monster meetings", he achieved fame, or more correctly notoriety. And then, in 1880, broke and in despair, he disappeared from public view by emigrating to the USA.LostThe view of De Morgan as a "flashing meteor" was held by many in the 1870s. Historians of the 20th century took a similar position and, while considering him intriguing and culturally interesting, normally dispatched him to the footnotes. By the latter part of the 20th century, he was described as "one of the most notorious radicals of the 1870s yet remains a shadowy figure" and was generally dismissed as "a swashbuckling demagogue," a "democratic messiah," and" if not a bandit … at least an adventurer" (Allen 684). His politics were deemed to be reactionary, peripheral, and, worst of all, populist. He was certainly not of sufficient interest to pursue across the Atlantic. In this dismissal, he fell foul of the highly politicised professional culture of mid-to-late 20th-century academic historians. In particular, the lack of any significant direct linkage to the story of the rise of a working class, and specifically the British Labour party, left individuals like De Morgan in the margins and footnotes. However, in terms of historical practice, it was also the case that his mysterious entry into public life, his rapid rise to brief notability and notoriety, and his sudden disappearance, made the investigation of his career too technically difficult to be worthwhile.The footprints of the forgotten may occasionally turn up in the archived papers of the important, or in distant public archives and records, but the primary sources are the newspapers of the time. De Morgan was a regular, almost daily, visitor to the pages of the multitude of newspapers, local and national, that were published in Victorian Britain and Gilded Age USA. He also published his own, usually short-lived and sometimes eponymous, newspapers: De Morgan's Monthly and De Morgan's Weekly as well as the splendidly titled People's Advocate and National Vindicator of Right versus Wrong and the deceptively titled, highly radical, House and Home. He was highly mobile: he noted, without too much hyperbole, that in the 404 days between his English prison sentences in the mid-1870s, he had 465 meetings, travelled 32,000 miles, and addressed 500,000 people. Thus the newspapers of the time are littered with often detailed and vibrant accounts of his speeches, demonstrations, and riots.Nonetheless, the 20th-century technologies of access and retrieval continued to limit discovery. The white gloves, cradles, pencils and paper of the library or archive, sometimes supplemented by the century-old 'new' technology of the microfilm, all enveloped in a culture of hallowed (and pleasurable) silence, restricted the researcher looking to move into the lesser known and certainly the unknown. The fact that most of De Morgan's life was spent, it was thought, outside of England, and outside the purview of the British Library, only exacerbated the problem. At a time when a historian had to travel to the sources and then work directly on them, pencil in hand, it needed more than curiosity to keep searching. Even as many historians in the late part of the century shifted their centre of gravity from the known to the unknown and from the great to the ordinary, in any form of intellectual or resource cost-benefit analysis, De Morgan was a non-starter.UnknownOn the subject of his early life, De Morgan was tantalisingly and deliberately vague. In his speeches and newspapers, he often leaked his personal and emotional struggles as well as his political battles. However, when it came to his biographical story, he veered between the untruthful, the denial, and the obscure. To the twentieth century observer, his life began in 1869 at the age of 21 and ended at the age of 32. His various political campaign "biographies" gave some hints, but what little he did give away was often vague, coy and/or unlikely. His name was actually John Francis Morgan, but he never formally acknowledged it. He claimed, and was very proud, to be Irish and to have been educated in London and at Cambridge University (possible but untrue), and also to have been "for the first twenty years of his life directly or indirectly a railway servant," and to have been a "boy orator" from the age of ten (unlikely but true). He promised that "Some day-nay any day-that the public desire it, I am ready to tell the story of my strange life from earliest recollection to the present time" (St. Clair 4). He never did and the 20th century could unearth little evidence in relation to any of his claims.The blend of the vague, the unlikely and the unverifiable-combined with an inclination to self-glorification and hyperbole-surrounded De Morgan with an aura, for historians as well as contemporaries, of the self-seeking, untrustworthy charlatan with something to hide and little to say. Therefore, as the 20th century moved to closure, the search for John De Morgan did so as well. Though interesting, he gave most value in contextualising the lives of Victorian radicals more generally. He headed back to the footnotes.Now FoundMeanwhile, the technologies underpinning academic practice generally, and history specifically, had changed. The photocopier, personal computer, Internet, and mobile device, had arrived. They formed the basis for both resistance and revolution in academic practices. For a while, the analytical skills of the academic community were concentrated on the perils as much as the promises of a "digital history" (Cohen and Rosenzweig Digital).But as the Millennium turned, and the academic community itself spawned, inter alia, Google, the practical advantages of digitisation for history forced themselves on people. Google enabled the confident searching from a neutral place for things known and unknown; information moved to the user more easily in both time and space. The culture and technologies of gathering, retrieval, analysis, presentation and preservation altered dramatically and, as a result, the traditional powers of gatekeepers, institutions and professional historians was redistributed (De Groot). Access and abundance, arguably over-abundance, became the platform for the management of historical information. For the search for De Morgan, the door reopened. The increased global electronic access to extensive databases, catalogues, archives, and public records, as well as people who knew, or wanted to know, something, opened up opportunities that have been rapidly utilised and expanded over the last decade. Both professional and "amateur" historians moved into a space that made the previously difficult to know or unknowable now accessible.Inevitably, the development of digital newspaper archives was particularly crucial to seeking and finding John De Morgan. After some faulty starts in the early 2000s, characterised as a "wild west" and a "gold rush" (Fyfe 566), comprehensive digitised newspaper archives became available. While still not perfect, in terms of coverage and quality, it is a transforming technology. In the UK, the British Newspaper Archive (BNA)-in pursuit of the goal of the digitising of all UK newspapers-now has over 20 million pages. Each month presents some more of De Morgan. Similarly, in the US, Fulton History, a free newspaper archive run by retired computer engineer Tom Tryniski, now has nearly 40 million pages of New York newspapers. The almost daily footprints of De Morgan's radical life can now be seen, and the lives of the social networks within which he worked on both sides of the Atlantic, come easily into view even from a desk in New Zealand.The Internet also allows connections between researchers, both academic and 'public', bringing into reach resources not otherwise knowable: a Scottish genealogist with a mass of data on De Morgan's family; a Californian with the historian's pot of gold, a collection of over 200 letters received by De Morgan over a 50 year period; a Leeds Public Library blogger uncovering spectacular, but rarely seen, Victorian electoral cartoons which explain De Morgan's precipitate departure to the USA. These discoveries would not have happened without the infrastructure of the Internet, web site, blog, and e-mail. Just how different searching is can be seen in the following recent scenario, one of many now occurring. An addition in 2017 to the BNA shows a Master J.F. Morgan, aged 13, giving lectures on temperance in Ledbury in 1861, luckily a census year. A check of the census through Ancestry shows that Master Morgan was born in Lincolnshire in England, and a quick look at the 1851 census shows him living on an isolated blustery hill in Yorkshire in a railway encampment, along with 250 navvies, as his father, James, works on the construction of a tunnel. Suddenly, literally within the hour, the 20-year search for the childhood of John De Morgan, the supposedly Irish-born "gentleman who repudiated his class," has taken a significant turn.At the end of the 20th century, despite many efforts, John De Morgan was therefore a partial character bounded by what he said and didn't say, what others believed, and the intellectual and historiographical priorities, technologies, tools and processes of that century. In effect, he "lived" historically for a less than a quarter of his life. Without digitisation, much would have remained hidden; with it there has been, and will still be, much to find. De Morgan hid himself and the 20th century forgot him. But as the technologies have changed, and with it the structures of historical practice, the question that even De Morgan himself posed – "Who is John De Morgan?" – can now be addressed.SearchingDigitisation brings undoubted benefits, but its impact goes a long way beyond the improved search and detection capabilities, into a range of technological developments of communication and media that impact on practice, practitioners, institutions, and 'history' itself. A dominant issue for the academic community is the control of "history." De Groot, in his book Consuming History, considers how history now works in contemporary popular culture and, in particular, examines the development of the sometimes conflicted relationship between popular/public history and academic history, and the professional and the 'amateur' historian.The traditional legitimacy of professional historians has, many argue, been eroded by shifts in technology and access with the power of traditional cultural gatekeepers being undermined, bypassing the established control of institutions and professional historian. While most academics now embrace the primary tools of so-called "digital history," they remain, De Groot argues, worried that "history" is in danger of becoming part of a discourse of leisure, not a professionalized arena (18). An additional concern is the role of the global capitalist market, which is developing, or even taking over, 'history' as a brand, product and commodity with overt fiscal value. Here the huge impact of newspaper archives and genealogical software (sometimes owned in tandem) is of particular concern.There is also the new challenge of "navigating the chaos of abundance in online resources" (De Groot 68). By 2005, it had become clear that:the digital era seems likely to confront historians-who were more likely in the past to worry about the scarcity of surviving evidence from the past-with a new 'problem' of abundance. A much deeper and denser historical record, especially one in digital form seems like an incredible opportunity and a gift. But its overwhelming size means that we will have to spend a lot of time looking at this particular gift horse in mouth. (Cohen and Rosenzweig, Web).This easily accessible abundance imposes much higher standards of evidence on the historian. The acceptance within the traditional model that much could simply not be done or known with the resources available meant that there was a greater allowance for not knowing. But with a search button and public access, democratizing the process, the consumer as well as the producer can see, and find, for themselves.Taking on some of these challenges, Zaagsma, having reminded us that the history of digital humanities goes back at least 60 years, notes the need to get rid of the "myth that historical practice can be uncoupled from technological, and thus methodological developments, and that going digital is a choice, which, I cannot emphasis strongly enough, it is not" (14). There is no longer a digital history which is separate from history, and with digital technologies that are now ubiquitous and pervasive, historians have accepted or must quickly face a fundamental break with past practices. However, also noting that the great majority of archival material is not digitised and is unlikely to be so, Zaagsma concludes that hybridity will be the "new normal," combining "traditional/analogue and new/digital practices at least in information gathering" (17).ConclusionA decade on from Cohen and Rozenzweig's "Perils and Promises," the digital is a given. Both historical practice and historians have changed, though it is a work in progress. An early pioneer of the use of computers in the humanities, Robert Busa wrote in 1980 that "the principal aim is the enhancement of the quality, depth and extension of research and not merely the lessening of human effort and time" (89). Twenty years later, as Google was launched, Jordanov, taking on those who would dismiss public history as "mere" popularization, entertainment or propaganda, argued for the "need to develop coherent positions on the relationships between academic history, the media, institutions…and popular culture" (149). As the digital turn continues, and the SEARCH button is just one part of that, all historians-professional or "amateur"-will take advantage of opportunities that technologies have opened up. Looking across the whole range of transformations in recent decades, De Groot concludes: "Increasingly users of history are accessing the past through complex and innovative media and this is reconfiguring their sense of themselves, the world they live in and what history itself might be about" (310). ReferencesAllen, Rob. "'The People's Advocate, Champion and Friend': The Transatlantic Career of Citizen John De Morgan (1848-1926)." Historical Research 86.234 (2013): 684-711.Busa, Roberto. "The Annals of Humanities Computing: The Index Thomisticus." Computers and the Humanities 14.2 (1980): 83-90.Cohen, Daniel J., and Roy Rosenzweig. Digital History: A Guide to Gathering, Preserving, and Presenting the Past on the Web. Philadelphia, PA: U Pennsylvania P, 2005.———. "Web of Lies? Historical Knowledge on the Internet." First Monday 10.12 (2005).De Groot, Jerome. Consuming History: Historians and Heritage in Contemporary Popular Culture. 2nd ed. Abingdon: Routledge, 2016.De Morgan, John. Who Is John De Morgan? A Few Words of Explanation, with Portrait. By a Free and Independent Elector of Leicester. London, 1877.Fyfe, Paul. "An Archaeology of Victorian Newspapers." Victorian Periodicals Review 49.4 (2016): 546-77."Interchange: The Promise of Digital History." Journal of American History 95.2 (2008): 452-91.Johnston, Leslie. "Before You Were Born, We Were Digitizing Texts." The Signal 9 Dec. 2012, Library of Congress. <https://blogs.loc.gov/thesignal/292/12/before-you-were-born-we-were-digitizing-texts>.Jordanova, Ludmilla. History in Practice. 2nd ed. London: Arnold, 2000.Kazin, Michael. A Godly Hero: The Life of William Jennings Bryan. New York: Anchor Books, 2006.Saint-Clair, Sylvester. Sketch of the Life and Labours of J. De Morgan, Elocutionist, and Tribune of the People. Leeds: De Morgan & Co., 1880.Vincent, William T. The Records of the Woolwich District, Vol. II. Woolwich: J.P. Jackson, 1890.Zaagsma, Gerban. "On Digital History." BMGN-Low Countries Historical Review 128.4 (2013): 3-29.

Introduction In December 2010, Nespresso, the world’s leading brand of premium-portioned coffee, opened a flagship “boutique” in Sydney’s Pitt Street Mall. This was Nespresso’s fifth boutique opening of 2010, after Brussels, Miami, Soho, and Munich. The Sydney debut coincided with the mall’s upmarket redevelopment, which explains Nespresso’s arrival in the city: strategic geographic expansion is key to the brand’s growth. Rather than panoramic ubiquity, a retail option favoured by brands like McDonalds, KFC and Starbucks, Nespresso opts for iconic, prestigious locations. This strategy has been highly successful: since 2000 Nespresso has recorded year-on-year per annum growth of 30 per cent. This has been achieved, moreover, despite a global financial downturn and an international coffee market replete with brand variety. In turn, Nespresso marks an evolution in the coffee market over the last decade. The Nespresso Story Founded in 1986, Nespresso is the fasting growing brand in the Nestlé Group. Its headquarters are in Lausanne, Switzerland, with over 7,000 employees worldwide. In 2012, Nespresso had 270 boutiques in 50 countries. The brand’s growth strategy involves three main components: premium coffee capsules, “mated” with specially designed machines, and accompanied by exceptional customer service through the Nespresso Club. Each component requires some explanation. Nespresso offers 16 varieties of Grand Crus coffee: 7 espresso blends, 3 pure origin espressos, 3 lungos (for larger cups), and 3 decaffeinated coffees. Each 5.5 grams of portioned coffee is cased in a hermetically sealed aluminium capsule, or pod, designed to preserve the complex, volatile aromas (between 800 and 900 per pod), and prevent oxidation. These capsules are designed to be used exclusively with Nespresso-branded machines, which are equipped with a patented high-pressure extraction system designed for optimum release of the coffee. These machines, of which there are 28 models, are developed with 6 machine partners, and Antoine Cahen, from Ateliers du Nord in Lausanne, designs most of them. For its consumers, members of the Nespresso Club, the capsules and machines guarantee perfect espresso coffee every time, within seconds and with minimum effort—what Nespresso calls the “ultimate coffee experience.” The Nespresso Club promotes this experience as an everyday luxury, whereby café-quality coffee can be enjoyed in the privacy and comfort of Club members’ homes. This domestic focus is a relatively recent turn in its history. Nestlé patented some of its pod technology in 1976; the compatible machines, initially made in Switzerland by Turmix, were developed a decade later. Nespresso S. A. was set up as a subsidiary unit within the Nestlé Group with a view to target the office and fine restaurant sector. It was first test-marketed in Japan in 1986, and rolled out the same year in Switzerland, France and Italy. However, by 1988, low sales prompted Nespresso’s newly appointed CEO, Jean-Paul Gillard, to rethink the brand’s focus. Gillard subsequently repositioned Nespresso’s target market away from the commercial sector towards high-income households and individuals, and introduced a mail-order distribution system; these elements became the hallmarks of the Nespresso Club (Markides 55). The Nespresso Club was designed to give members who had purchased Nespresso machines 24-hour customer service, by mail, phone, fax, and email. By the end of 1997 there were some 250,000 Club members worldwide. The boom in domestic, user-friendly espresso machines from the early 1990s helped Nespresso’s growth in this period. The cumulative efforts by the main manufacturers—Krups, Bosch, Braun, Saeco and DeLonghi—lowered the machines’ average price to around US $100 (Purpura, “Espresso” 88; Purpura, “New” 116). This paralleled consumers’ growing sophistication, as they became increasingly familiar with café-quality espresso, cappuccino and latté—for reasons to be detailed below. Nespresso was primed to exploit this cultural shift in the market and forge a charismatic point of difference: an aspirational, luxury option within an increasingly accessible and familiar field. Between 2006 and 2008, Nespresso sales more than doubled, prompting a second production factory to supplement the original plant in Avenches (Simonian). In 2008, Nespresso grew 20 times faster than the global coffee market (Reguly B1). As Nespresso sales exceeded $1.3 billion AU in 2009, with 4.8 billion capsules shipped out annually and 5 million Club members worldwide, it became Nestlé’s fastest growing division (Canning 28). According to Nespresso’s Oceania market director, Renaud Tinel, the brand now represents 8 per cent of the total coffee market; of Nespresso specifically, he reports that 10,000 cups (using one capsule per cup) were consumed worldwide each minute in 2009, and that increased to 12,300 cups per minute in 2010 (O’Brien 16). Given such growth in such a brief period, the atypical dynamic between the boutique, the Club and the Nespresso brand warrants closer consideration. Nespresso opened its first boutique in Paris in 2000, on the Avenue des Champs-Élysées. It was a symbolic choice and signalled the brand’s preference for glamorous precincts in cosmopolitan cities. This has become the design template for all Nespresso boutiques, what the company calls “brand embassies” in its press releases. More like art gallery-style emporiums than retail spaces, these boutiques perform three main functions: they showcase Nespresso coffees, machines and accessories (all elegantly displayed); they enable Club members to stock up on capsules; and they offer excellent customer service, which invariably equates to detailed production information. The brand’s revenue model reflects the boutique’s role in the broader business strategy: 50 per cent of Nespresso’s business is generated online, 30 per cent through the boutiques, and 20 per cent through call centres. Whatever floor space these boutiques dedicate to coffee consumption is—compared to the emphasis on exhibition and ambience—minimal and marginal. In turn, this tightly monitored, self-focused model inverts the conventional function of most commercial coffee sites. For several hundred years, the café has fostered a convivial atmosphere, served consumers’ social inclinations, and overwhelmingly encouraged diverse, eclectic clientele. The Nespresso boutique is the antithesis to this, and instead actively limits interaction: the Club “community” does not meet as a community, and is united only in atomised allegiance to the Nespresso brand. In this regard, Nespresso stands in stark contrast to another coffee brand that has been highly successful in recent years—Starbucks. Starbucks famously recreates the aesthetics, rhetoric and atmosphere of the café as a “third place”—a term popularised by urban sociologist Ray Oldenburg to describe non-work, non-domestic spaces where patrons converge for respite or recreation. These liminal spaces (cafés, parks, hair salons, book stores and such locations) might be private, commercial sites, yet they provide opportunities for chance encounters, even therapeutic interactions. In this way, they aid sociability and civic life (Kleinman 193). Long before the term “third place” was coined, coffee houses were deemed exemplars of egalitarian social space. As Rudolf P. Gaudio notes, the early coffee houses of Western Europe, in Oxford and London in the mid-1600s, “were characterized as places where commoners and aristocrats could meet and socialize without regard to rank” (670). From this sanguine perspective, they both informed and animated the modern public sphere. That is, and following Habermas, as a place where a mixed cohort of individuals could meet and discuss matters of public importance, and where politics intersected society, the eighteenth-century British coffee house both typified and strengthened the public sphere (Karababa and Ger 746). Moreover, and even from their early Ottoman origins (Karababa and Ger), there has been an historical correlation between the coffee house and the cosmopolitan, with the latter at least partly defined in terms of demographic breadth (Luckins). Ironically, and insofar as Nespresso appeals to coffee-literate consumers, the brand owes much to Starbucks. In the two decades preceding Nespresso’s arrival, Starbucks played a significant role in refining coffee literacy around the world, gauging mass-market trends, and stirring consumer consciousness. For Nespresso, this constituted major preparatory phenomena, as its strategy (and success) since the early 2000s presupposed the coffee market that Starbucks had helped to create. According to Nespresso’s chief executive Richard Giradot, central to Nespresso’s expansion is a focus on particular cities and their coffee culture (Canning 28). In turn, it pays to take stock of how such cities developed a coffee culture amenable to Nespresso—and therein lays the brand’s debt to Starbucks. Until the last few years, and before celebrity ambassador George Clooney was enlisted in 2005, Nespresso’s marketing was driven primarily by Club members’ recommendations. At the same time, though, Nespresso insisted that Club members were coffee connoisseurs, whose knowledge and enjoyment of coffee exceeded conventional coffee offerings. In 2000, Henk Kwakman, one of Nestlé’s Coffee Specialists, explained the need for portioned coffee in terms of guaranteed perfection, one that demanding consumers would expect. “In general”, he reasoned, “people who really like espresso coffee are very much more quality driven. When you consider such an intense taste experience, the quality is very important. If the espresso is slightly off quality, the connoisseur notices this immediately” (quoted in Butler 50). What matters here is how this corps of connoisseurs grew to a scale big enough to sustain and strengthen the Nespresso system, in the absence of a robust marketing or educative drive by Nespresso (until very recently). Put simply, the brand’s ascent was aided by Starbucks, specifically by the latter’s success in changing the mainstream coffee market during the 1990s. In establishing such a strong transnational presence, Starbucks challenged smaller, competing brands to define themselves with more clarity and conviction. Indeed, working with data that identified just 200 freestanding coffee houses in the US prior to 1990 compared to 14,000 in 2003, Kjeldgaard and Ostberg go so far as to state that: “Put bluntly, in the US there was no local coffee consumptionscape prior to Starbucks” (Kjeldgaard and Ostberg 176). Starbucks effectively redefined the coffee world for mainstream consumers in ways that were directly beneficial for Nespresso. Starbucks: Coffee as Ambience, Experience, and Cultural Capital While visitors to Nespresso boutiques can sample the coffee, with highly trained baristas and staff on site to explain the Nespresso system, in the main there are few concessions to the conventional café experience. Primarily, these boutiques function as material spaces for existing Club members to stock up on capsules, and therefore they complement the Nespresso system with a suitably streamlined space: efficient, stylish and conspicuously upmarket. Outside at least one Sydney boutique for instance (Bondi Junction, in the fashionable eastern suburbs), visitors enter through a club-style cordon, something usually associated with exclusive bars or hotels. This demarcates the boutique from neighbouring coffee chains, and signals Nespresso’s claim to more privileged patrons. This strategy though, the cultivation of a particular customer through aesthetic design and subtle flattery, is not unique. For decades, Starbucks also contrived a “special” coffee experience. Moreover, while the Starbucks model strikes a very different sensorial chord to that of Nespresso (in terms of décor, target consumer and so on) it effectively groomed and prepped everyday coffee drinkers to a level of relative self-sufficiency and expertise—and therein is the link between Starbucks’s mass-marketed approach and Nespresso’s timely arrival. Starbucks opened its first store in 1971, in Seattle. Three partners founded it: Jerry Baldwin and Zev Siegl, both teachers, and Gordon Bowker, a writer. In 1982, as they opened their sixth Seattle store, they were joined by Howard Schultz. Schultz’s trip to Italy the following year led to an entrepreneurial epiphany to which he now attributes Starbucks’s success. Inspired by how cafés in Italy, particularly the espresso bars in Milan, were vibrant social hubs, Schultz returned to the US with a newfound sensitivity to ambience and attitude. In 1987, Schultz bought Starbucks outright and stated his business philosophy thus: “We aren’t in the coffee business, serving people. We are in the people business, serving coffee” (quoted in Ruzich 432). This was articulated most clearly in how Schultz structured Starbucks as the ultimate “third place”, a welcoming amalgam of aromas, music, furniture, textures, literature and free WiFi. This transformed the café experience twofold. First, sensory overload masked the dull homogeny of a global chain with an air of warm, comforting domesticity—an inviting, everyday “home away from home.” To this end, in 1994, Schultz enlisted interior design “mastermind” Wright Massey; with his team of 45 designers, Massey created the chain’s decor blueprint, an “oasis for contemplation” (quoted in Scerri 60). At the same time though, and second, Starbucks promoted a revisionist, airbrushed version of how the coffee was produced. Patrons could see and smell the freshly roasted beans, and read about their places of origin in the free pamphlets. In this way, Starbucks merged the exotic and the cosmopolitan. The global supply chain underwent an image makeover, helped by a “new” vocabulary that familiarised its coffee drinkers with the diversity and complexity of coffee, and such terms as aroma, acidity, body and flavour. This strategy had a decisive impact on the coffee market, first in the US and then elsewhere: Starbucks oversaw a significant expansion in coffee consumption, both quantitatively and qualitatively. In the decades following the Second World War, coffee consumption in the US reached a plateau. Moreover, as Steven Topik points out, the rise of this type of coffee connoisseurship actually coincided with declining per capita consumption of coffee in the US—so the social status attributed to specialised knowledge of coffee “saved” the market: “Coffee’s rise as a sign of distinction and connoisseurship meant its appeal was no longer just its photoactive role as a stimulant nor the democratic sociability of the coffee shop” (Topik 100). Starbucks’s singular triumph was to not only convert non-coffee drinkers, but also train them to a level of relative sophistication. The average “cup o’ Joe” thus gave way to the latte, cappuccino, macchiato and more, and a world of coffee hitherto beyond (perhaps above) the average American consumer became both regular and routine. By 2003, Starbucks’s revenue was US $4.1 billion, and by 2012 there were almost 20,000 stores in 58 countries. As an idealised “third place,” Starbucks functioned as a welcoming haven that flattened out and muted the realities of global trade. The variety of beans on offer (Arabica, Latin American, speciality single origin and so on) bespoke a generous and bountiful modernity; while brochures schooled patrons in the nuances of terroir, an appreciation for origin and distinctiveness that encoded cultural capital. This positioned Starbucks within a happy narrative of the coffee economy, and drew patrons into this story by flattering their consumer choices. Against the generic sameness of supermarket options, Starbucks promised distinction, in Pierre Bourdieu’s sense of the term, and diversity in its coffee offerings. For Greg Dickinson, the Starbucks experience—the scent of the beans, the sound of the grinders, the taste of the coffees—negated the abstractions of postmodern, global trade: by sensory seduction, patrons connected with something real, authentic and material. At the same time, Starbucks professed commitment to the “triple bottom line” (Savitz), the corporate mantra that has morphed into virtual orthodoxy over the last fifteen years. This was hardly surprising; companies that trade in food staples typically grown in developing regions (coffee, tea, sugar, and coffee) felt the “political-aesthetic problematization of food” (Sassatelli and Davolio). This saw increasingly cognisant consumers trying to reconcile the pleasures of consumption with environmental and human responsibilities. The “triple bottom line” approach, which ostensibly promotes best business practice for people, profits and the planet, was folded into Starbucks’s marketing. The company heavily promoted its range of civic engagement, such as donations to nurses’ associations, literacy programs, clean water programs, and fair dealings with its coffee growers in developing societies (Simon). This bode well for its target market. As Constance M. Ruch has argued, Starbucks sought the burgeoning and lucrative “bobo” class, a term Ruch borrows from David Brooks. A portmanteau of “bourgeois bohemians,” “bobo” describes the educated elite that seeks the ambience and experience of a counter-cultural aesthetic, but without the political commitment. Until the last few years, it seemed Starbucks had successfully grafted this cultural zeitgeist onto its “third place.” Ironically, the scale and scope of the brand’s success has meant that Starbucks’s claim to an ethical agenda draws frequent and often fierce attack. As a global behemoth, Starbucks evolved into an iconic symbol of advanced consumer culture. For those critical of how such brands overwhelm smaller, more local competition, the brand is now synonymous for insidious, unstoppable retail spread. This in turn renders Starbucks vulnerable to protests that, despite its gestures towards sustainability (human and environmental), and by virtue of its size, ubiquity and ultimately conservative philosophy, it has lost whatever cachet or charm it supposedly once had. As Bryant Simon argues, in co-opting the language of ethical practice within an ultimately corporatist context, Starbucks only ever appealed to a modest form of altruism; not just in terms of the funds committed to worthy causes, but also to move thorny issues to “the most non-contentious middle-ground,” lest conservative customers felt alienated (Simon 162). Yet, having flagged itself as an ethical brand, Starbucks became an even bigger target for anti-corporatist sentiment, and the charge that, as a multinational giant, it remained complicit in (and one of the biggest benefactors of) a starkly inequitable and asymmetric global trade. It remains a major presence in the world coffee market, and arguably the most famous of the coffee chains. Over the last decade though, the speed and intensity with which Nespresso has grown, coupled with its atypical approach to consumer engagement, suggests that, in terms of brand equity, it now offers a more compelling point of difference than Starbucks. Brand “Me” Insofar as the Nespresso system depends on a consumer market versed in the intricacies of quality coffee, Starbucks can be at least partly credited for nurturing a more refined palate amongst everyday coffee drinkers. Yet while Starbucks courted the “average” consumer in its quest for market control, saturating the suburban landscape with thousands of virtually indistinguishable stores, Nespresso marks a very different sensibility. Put simply, Nespresso inverts the logic of a coffee house as a “third place,” and patrons are drawn not to socialise and relax but to pursue their own highly individualised interests. The difference with Starbucks could not be starker. One visitor to the Bloomingdale boutique (in New York’s fashionable Soho district) described it as having “the feel of Switzerland rather than Seattle. Instead of velvet sofas and comfy music, it has hard surfaces, bright colours and European hostesses” (Gapper 9). By creating a system that narrows the gap between production and consumption, to the point where Nespresso boutiques advertise the coffee brand but do not promote on-site coffee drinking, the boutiques are blithely indifferent to the historical, romanticised image of the coffee house as a meeting place. The result is a coffee experience that exploits the sophistication and vanity of aspirational consumers, but ignores the socialising scaffold by which coffee houses historically and perhaps naively made some claim to community building. If anything, Nespresso restricts patrons’ contemplative field: they consider only their relationships to the brand. In turn, Nespresso offers the ultimate expression of contemporary consumer capitalism, a hyper-individual experience for a hyper-modern age. By developing a global brand that is both luxurious and niche, Nespresso became “the Louis Vuitton of coffee” (Betts 14). Where Starbucks pursued retail ubiquity, Nespresso targets affluent, upmarket cities. As chief executive Richard Giradot put it, with no hint of embarrassment or apology: “If you take China, for example, we are not speaking about China, we are speaking about Shanghai, Hong Kong, Beijing because you will not sell our concept in the middle of nowhere in China” (quoted in Canning 28). For this reason, while Europe accounts for 90 per cent of Nespresso sales (Betts 15), its forays into the Americas, Asia and Australasia invariably spotlights cities that are already iconic or emerging economic hubs. The first boutique in Latin America, for instance, was opened in Jardins, a wealthy suburb in Sao Paulo, Brazil. In Nespresso, Nestlé has popularised a coffee experience neatly suited to contemporary consumer trends: Club members inhabit a branded world as hermetically sealed as the aluminium pods they purchase and consume. Besides the Club’s phone, fax and online distribution channels, pods can only be bought at the boutiques, which minimise even the potential for serendipitous mingling. The baristas are there primarily for product demonstrations, whilst highly trained staff recite the machines’ strengths (be they in design or utility), or information about the actual coffees. For Club members, the boutique service is merely the human extension of Nespresso’s online presence, whereby product information becomes increasingly tailored to increasingly individualised tastes. In the boutique, this emphasis on the individual is sold in terms of elegance, expedience and privilege. Nespresso boasts that over 70 per cent of its workforce is “customer facing,” sharing their passion and knowledge with Club members. Having already received and processed the product information (through the website, boutique staff, and promotional brochures), Club members need not do anything more than purchase their pods. In some of the more recently opened boutiques, such as in Paris-Madeleine, there is even an Exclusive Room where only Club members may enter—curious tourists (or potential members) are kept out. Club members though can select their preferred Grands Crus and checkout automatically, thanks to RFID (radio frequency identification) technology inserted in the capsule sleeves. So, where Starbucks exudes an inclusive, hearth-like hospitality, the Nespresso Club appears more like a pampered clique, albeit a growing one. As described in the Financial Times, “combine the reception desk of a designer hotel with an expensive fashion display and you get some idea what a Nespresso ‘coffee boutique’ is like” (Wiggins and Simonian 10). Conclusion Instead of sociability, Nespresso puts a premium on exclusivity and the knowledge gained through that exclusive experience. The more Club members know about the coffee, the faster and more individualised (and “therefore” better) the transaction they have with the Nespresso brand. This in turn confirms Zygmunt Bauman’s contention that, in a consumer society, being free to choose requires competence: “Freedom to choose does not mean that all choices are right—there are good and bad choices, better and worse choices. The kind of choice eventually made is the evidence of competence or its lack” (Bauman 43-44). Consumption here becomes an endless process of self-fashioning through commodities; a process Eva Illouz considers “all the more strenuous when the market recruits the consumer through the sysiphian exercise of his/her freedom to choose who he/she is” (Illouz 392). In a status-based setting, the more finely graded the differences between commodities (various places of origin, blends, intensities, and so on), the harder the consumer works to stay ahead—which means to be sufficiently informed. Consumers are locked in a game of constant reassurance, to show upward mobility to both themselves and society. For all that, and like Starbucks, Nespresso shows some signs of corporate social responsibility. In 2009, the company announced its “Ecolaboration” initiative, a series of eco-friendly targets for 2013. By then, Nespresso aims to: source 80 per cent of its coffee through Sustainable Quality Programs and Rainforest Alliance Certified farms; triple its capacity to recycle used capsules to 75 per cent; and reduce the overall carbon footprint required to produce each cup of Nespresso by 20 per cent (Nespresso). This information is conveyed through the brand’s website, press releases and brochures. However, since such endeavours are now de rigueur for many brands, it does not register as particularly innovative, progressive or challenging: it is an unexceptional (even expected) part of contemporary mainstream marketing. Indeed, the use of actor George Clooney as Nespresso’s brand ambassador since 2005 shows shrewd appraisal of consumers’ political and cultural sensibilities. As a celebrity who splits his time between Hollywood and Lake Como in Italy, Clooney embodies the glamorous, cosmopolitan lifestyle that Nespresso signifies. However, as an actor famous for backing political and humanitarian causes (having raised awareness for crises in Darfur and Haiti, and backing calls for the legalisation of same-sex marriage), Clooney’s meanings extend beyond cinema: as a celebrity, he is multi-coded. Through its association with Clooney, and his fusion of star power and worldly sophistication, the brand is imbued with semantic latitude. Still, in the television commercials in which Clooney appears for Nespresso, his role as the Hollywood heartthrob invariably overshadows that of the political campaigner. These commercials actually pivot on Clooney’s romantic appeal, an appeal which is ironically upstaged in the commercials by something even more seductive: Nespresso coffee. References Bauman, Zygmunt. “Collateral Casualties of Consumerism.” Journal of Consumer Culture 7.1 (2007): 25–56. Betts, Paul. “Nestlé Refines its Arsenal in the Luxury Coffee War.” Financial Times 28 Apr. (2010): 14. Bourdieu, Pierre. 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