Journal articles on the topic 'Industrial location Hungary'

During the past few years the territorial issues of the location of industry came to the forefront both in Hungary and in the European Union. On certain areas of our country different industry structures evolved and various industries became dominant in each region. The actuality of the topic is enhanced by the fact that now adays has become an important key issue to rationalize the structure of industry. Therefore it is all the more necessary to do research in Hungary for the investigation of the structural changes of industry as well as to examine and analyse the correlations to ensure the developm ent of rational and efficient industrial structure on the given areas. This is also very important, because regional specialization is a quality- indicator category, which to a certain extent, refers to the development level of the region as well. In addition can be expected in modern market economies that the areas be specialised in the industrial sectors, where there are more favourable production conditions

Istállós-kői-barlang (Istállóskő Cave) is one of the most famous prehistoric sites in the Bükk Mountains of Northeast Hungary. This cave is the most visited archaeological site for tourists in Hungary, due to its location in the valley of Szalajka Stream, a high-tourism area of the Bükk Nature Reserve. The site can be visited freely but is protected by nature conservation laws. The importance of Istállóskő Cave is based on the fact that it is one of the oldest shelters used by the first anatomically modern humans in Europe. Field research that obtained a variety of samples for interdisciplinary studies was carried out decades ago, but the methods for investigating Palaeolithic sites have become more refined since that time. This inspired us to conduct a renewed excavation at the site to understand the ecological aspects of the first anatomically modern humans in Central Europe better.

Primarily thanks to recently discovered American archives documents, the comprehensive history of the American air raids against Hungary during the Second World War is now ready for review. On the 75th anniversary of the events I briefly summarise and analyse the in-depth data of the American air raids against Budapest, and I investigate whether, in comparison to rural cities and considering its significance, Budapest was an overrepresented target during the 1944–1945 air war. Based on my conclusions and in view of the whole picture, there is no doubt about Budapest having been more targeted and overrepresented than the rural cities. One obvious reason for that was the centralised industrial transporting lines and railway. It is certain that Budapest was the most heavily bombed location in Hungary by the U.S. Air Force during World War 2, at least the statistics support this fact. However, if upon investigating individual air raids we examine the target groups and further break them down to targets, we find that one by one these had to withstand almost the same strain as a rural city.

The development of Pécs is essentially due to its historically central location and to the fact that the regional institutions and the revenues generated by them have enriched the city. This functional wealth elevated the city to a position above the surrounding settlements. In its development, culture has always played a significant role. From the second half of the 19th century, it was industrial development which contributed most to its growth, a trend which was reversed at the end of the 20th century. The crisis arrived with the transition in the 1980s and has so far not been resolved. The city once more based its growth concept on human capital and on the cultural tradition when formulating new development strategy, and, as a result, it won the title of European Capital of Culture 2010. However, market processes and EU development funds necessarily generate trends which are rather more global, and in the post-socialist cities there are insufficient funds for endogenous development based on local factors to be realised.

The article deals with the current problem of creation and development of industrial parks in Ukraine. Currently, the direction is considered promising for the development of the economy, and the author examines the current portrait of the industrial park according to key characteristics: the industrial park ownership form, the type of project being developed, the location of the park and the total size of the park territory. The article also pays special attention to the history, development, and functioning of China’s industrial parks. Industrial parks increasingly develop the industrial potential of a specific territory, contribute to the creation of new jobs, create a comfortable business environment, and also increase tax revenues to the budget. Attracting high-tech production as residents, industrial parks are one of the elements of innovative infrastructure. Industrial parks are a global trend in economic development. For example, Hungary produces a third of its GDP there, Turkey saturates priority regions with them, Poland restores depressed communities. Among the benefits for park participants are exemption from paying VAT on the import of new equipment for personal use, exemption from income tax for ten years, local governments will be able to set preferential rates of real estate tax and land fees. The main goals of creating an industrial park are socio-economic development of a closed city, improving the quality of life of the population, through the creation of new high-tech industries, the main employees of which will be highly qualified released personnel. Industrial parks are a real help to the economy during and after the war.

Abstract The need to reduce pollution to levels that minimize adverse effects on human health involve the monitoring of air quality, including dry depositions and their metal content. The analysis of these parameters aims to investigate the air quality in Maramures County (with nonferrous mining activities) and in the Romanian - Ukraine transboundary area. The paper presents the experimental results obtained for dry atmospheric deposition of copper and zinc using flame atomic absorption spectrometry (FAAS). The samples were collected from four location/cities of Maramures County (Baia Mare, Sighetu Marmatiei, Viseu de Sus and Borsa) during May-October 2014. The highest average values of copper concentration in the dry depositions were found in Baia Mare (199.88 μg/g), that is the most important industrial centre in Maramures County, followed by Borsa (111.49 μg/g), that used to be a nonferrous mining centre. In Viseu de Sus and Sighetu Marmatiei the average concentrations of copper in the dry depositions were lower: 75.63 μg/g and 64.26 μg/g, respectively. Zn average concentrations in dry depositions were 6.4-12 times higher than Cu concentrations. In Viseu de Sus and Borsa relative high values of Pearson correlation coefficients between the logarithm of Cu and Zn content in the dry deposition were found (0.702 and 0.737, respectively) estimating that both pollutants in the ambient air have the same sources, probably the re-suspension of the dust from the tailing ponds. This study is implemented within the frame of ENPI Cross-border Cooperation Programme Hungary-Slovakia-Romania-Ukraine 2007-2013, in the project Clean Air Management in the Romania-Ukraine Transboundary Area - (CLAMROUA), financed by the European Union

Ukraine has transformed into one of the most environmentally dangerous countries in the world due to the high concentration of industrial production and agriculture and predatory use of natural resources. The current ecological situation in Ukraine is characterized by a deep ecological crisis, which is caused by the laws of operation of the command economy of the former USSR. The majority of the environmental and social indicators of Ukraine are among the worst in Europe. The Carpathian Mountains are among the most significant and interesting landscapes in Europe from the geological and geomorphological, scenic and biological perspectives. The giant arc of the Carpathians begins in southern Romania and passes through Ukraine, Slovakia, Poland, the Czech Republic and Hungary to Austria, crosses all Eastern and Central Europe. A third of the forest reserves of Ukraine are located in the Ukrainian Carpathians, at 53.5% the percentage of forest cover of the area is among the highest in the country. About 50% of the gene pool of Ukraine’s plants, many species of trees and medicinal plants grows there. The geographical location and large area of the rich natural heritage of the Carpathians have multifaceted importance for the conservation of biological, phytocoenotic and landscape diversity and maintaining the ecological balance in the central part of our continent. As with the Alps mountain range, this is an important ecological corridor between Western, Central and Eastern Europe, which promotes the migration of species and their spread into lowland landscapes. In order to preserve biodiversity an inventory of virgin forest ecosystems should be made and strict measures for their protection should be enforced. It is necessary to continue the practice of establishing bilateral areas in cross-border protected areas in order to combine efforts to solve pressing environmental challenges. Conservation of the Carpathians Biodiversity is an urgent problem. Structural changes in the economy of the region are expected to strengthen the recreational value of the Ukrainian Carpathians for the public not only in our country but also in Central and Eastern Europe, reducing the technogenic loading. International cooperation of all countries of the Carpathian region is imperative. The development of tourism in the Carpathians is highly promising, but this should be civilized tourism, taking into account the environmental sustainability of the recreational areas and protected areas.

Beer consumption and beer industry is an important beverage sector in Hungary because the beer is the most consumed alcoholic beverage in the country according to WHO studies. During history, breweries developed in different size and different values. The Hungarian beer industry can be divided into three groups of breweries: old large scale breweries, old microbreweries and new wave microbreweries. In this paper, we examine the factors influencing the economic performance of the Hungarian beer industry based on panel data of all active Hungarian breweries in 2018 (121 breweries), for the period of 2009-2017. The study applied panel-data linear models by using feasible generalized least squares with error structure with no cross-sectional correlation option. The economic performance is measured by companies’ turnover, EBIT and profit, which were used as dependent variables. The following explanatory variables were applied in the model: age of brewery (number of closed business years), Social Media activity (FB likes of company page), geographical location (distance from Budapest in km), direct sales (represent own pub/direct sales channel), impact of tax reduction (small beer companies pay 50% less tax since 2012). Regression results have shown a number of determinants of the economic performance of Hungarian breweries, and the estimations are valid for all profitability indicators included (turnover, EBIT and profit). As in previous research, we have come to the conclusion that if the company survives the early years of operation, we can expect profitable activity. Since the ratio of early bankruptcy among Hungarian brewers is still very high, the fluctuation between smaller breweries strongly determines the industry.The benefits of short food supply chains (both physical distance and number of intermediaries) are also prevalent in the beer industry. Breweries with direct sales channels (mostly their own pubs) showed significantly higher sales, EBIT and profits compared to those selling their products by third parties. Breweries situated in Budapest are the most profitable, because the capital city provides a higher demand for high-quality beer, in contrast, the distance from the capital city has a negative impact on the firm’s success.The Social Media activity, often used as the only promotion channel for the microbreweries, has a positive impact on the brewery’s profitability. Finally, tax reduction for small breweries introduced in 2012 by the Hungarian government had the most important positive impact on industrial profitability, especially in the case of microbreweries. It seems the government aim to support small scale beer production has been successful because it helped the survival of the Hungarian microbreweries.

Szabolcs-Szatmár-Bereg county shares its borders with three countries: Romania, Ukraine and Slovakia. The county is part of the North Great Plain Region, it is the third largest county of Hungary in terms of its population. The peripheric geographical location of the county gained importance by the EU accession, as the county represents a significant part of the eastern border of the EU. Szabolcs-Szatmár-Bereg county is one of the counties of the Great Plain with significant population in the outlying areas, out of the six counties of the Great Plain the population of outlying areas is the lowest in the county, its ratio has been significantly reducing in the past decades. In the six counties in 1990 the population of the outlying areas represented 22.3% of the total population, whereas in Szabolcs-Szatmár-Bereg county the ratio was 13.6%. The ratio has dropped to 6.2% and 4.1% respectively. The major aim of economic development is the improvement of the living conditions of the population, first and foremost by increasing family incomes. There are two main determining factors of family income level: employment ratio and the sectoral structure of employment. Between 1992–2010 the number of employees in the financial sector decreased from 89 000 to 75 000, whereas the number of employees in the non-financial sector grew dynamically from 40 000 to 65 000. Structural change was significant. In the non-financial sector the proportion of the two main employment fields (education and healthcare) swapped. The number of employees in the education sector decreased from 16 000 to 14 000, while the number of employees in the health and social care sector grew from 11 000 to 22 000. On the basis of statistics the number of kindergarten and primary school children reduced in the given period, while the number of secondary school aged children increased. In 1999 the number of secondary school children was 1/5th compared to the number of primary school children, whereas in 2010 their number almost reached 1/2. The student number in higher education doubled, which is a favorable phenomenon, though its structural changes raise some problems. The lack of technical trainings hinders exigent industrial development. Since 1990 the education level of the population has significantly improved, the number and proportion of secondary school students and university graduates have risen much more dynamically than in other regions of the country. In the county the proportion of secondary school students increased 63% more than the national average, while in the case of university graduates the county passed the average national growth by more than 54%. Due to the effect of structural changes the proportion of university graduates in the corresponding age group improved, its backwardness compared to the national average has ameliorated from 34% to 29%, in the group of secondary school graduates the disadvantage has moderated from 26% to 21%. The computer and internet supply, as well as the number of teachers and students enrolled in secondary education institutions have developed dynamically in the county. Their growth has much excelled the national average.

The aim of this study was to estimate and refine the potential sources of carbon in the atmospheric PM2.5 fraction aerosol at three sampling sites in Hungary. Quantification of total, organic and elemental carbon (TC, OC and EC, respectively), as well as radiocarbon (14C) and stable carbon isotope analyses were performed on exposed filters collected at an urban background site, a suburban background site of the capital of Hungary, Budapest from October 2017 to July 2018. Results were also collected from the rural regional background site of K-puszta. Compared to TC concentrations from other regions of Europe, the ratio of the lowest and highest values at all sites in Hungary are lower than these European locations, probably due to the specific meteorological conditions prevailing in the Carpathian Basin over the observation period. The concentration of OC was constantly higher than that of EC and a seasonal variation with higher values in the heating period (October–March) and lower values in the non-heating vegetation period (April–September) could be observed for both EC and OC fractions. Using 14C, the seasonal mean fraction of contemporary carbon (fC) within the TC varied between 0.50 and 0.78 at the sites, suggesting that modern sources were remarkable during the year, regardless of the heating or vegetation period. At the two urban sites, assuming constant industrial emission during the year, the fossil fuel combustion sources were responsible for the seasonal variation of EC, while modern carbon emissions from biomass-burning and biogenic sources influenced the OC concentration. The higher EC/TC ratios at these sites were associated with lower fC and δ13C values, which can be explained by soot emission from transportation. The notably high EC/TC ratios in the spring were likely caused by the reduced concentration of OC instead of increased EC concentrations. This could probably be caused by the ending of winter biomass burning, which emits a huge amount of OC into the atmosphere. On the contrary, the rural K-puszta site showed some differences relative to the sites in Budapest. No correlation could be revealed between the EC/TC ratio, fC and δ13C results, suggesting that the structure of sources was very stagnant and balanced in each season. In autumn, however, some less depleted values were observed, and agricultural corn-stalk burning after harvesting in the southern and eastern directions from Hungary can be suggested as the main source.

Internet of things (IoT) devices heavily rely on wireless connectivity. There are intrinsic overlooked limitations such as reach, availability, security and safety vulnerabilities closely associated with wireless solutions. Wired connectivity is the alternative to tackle those issues, and optical fibers directly connecting IoT devices could provide them unique features such as huge bandwidth, long reach, signal integrity and high security grade for the transmitted information. Nevertheless, it can be prohibitive for IoT devices which are power hungry and have costly electrical-to-optical conversions. In this paper, first, a niche is identified for IoT over fiber (IoToF) based on fully passive optical solutions for long reach upstream of low data rate optical connectivity over dark fibers. Then, we proposed, implemented and characterized a prototype physical connectivity (PHY) based on fiber Bragg grating (FBG) low-cost acousto-optic modulation at IoT devices and respective optical edge-filtering as wavelength discriminator at the receiver. Finally, we performed an experimental demonstration of upstream data communication based on simple M-ary frequency-shift keying (FSK), with baud rate of 300 bps transmitted over 30 km range. In terms of data rate and reach for niche applications, IoToF can outperform traditional wireless technologies, such as Sigfox or LoRa. IoToF will enable monitoring urban areas with scarce and polluted spectrum, industrial areas requiring intrinsic safety, and upstreaming data from IoT devices in remote locations with unfavorable wireless propagation but with dark fibers available.

This article, written by JPT Technology Editor Chris Carpenter, contains highlights of paper SPE 206027, “Naturally Fractured Basement Reservoir Characterization in a Mature Field,” by Muhammad Nur Ali Akbar, MOL Hungary. The paper has not been peer reviewed. The complete paper describes an alternative solution for identifying the presence of natural fractures, classifying them into fracture-quality-related flowability, and distributing them vertically within the well interval, and proposes a lateral distribution method for reservoir modeling. The proposed approach, using the machine-learning technique of self-organizing-map (SOM) clustering, effectively assists recognition of fracture presence and quality along the well-depth interval. Field Overview and Data Used The case study was conducted in an oil field discovered in the early 1980s in southwestern Hungary. Thirty-six wells penetrated the naturally fractured carbonate in the Triassic formation. The main lithology of this reservoir is limestone and dolomite associated with faults and exhumation breccia and marl/shale. The reservoir is saturated oil (with gas cap) with unlimited aquifer (strong water drive). The gas cap, however, is mainly composed of 85% carbon dioxide and up to 1,800 ppm of hydrogen sulfide. Generally, the oil is intermediate to heavy, with a gravity of approximately 20 °API. The reservoir rock properties of this case study are fully complex for both the pore system and its composition. In general, the matrix pore system does not significantly contribute to storativity or permeability. The effective porosity is approximately 4.2% on average. This value sometimes directs to the matrix porosity, but in this case study, high intensity of the microfracture presence behaves in a way similar to matrix porosity, a phenomenon the author terms “pseudomatrix porosity.” Moreover, the effective oil permeability value of the studied fractured reservoir is extremely high (up to 70 darcies per well-test interpretation). The permeability ranges from 1 to 2000 md in brecciated fractures or in naturally fractured rock samples. Two types of core samples were used in this study—fractured breccia and naturally fractured rock. Both types have similar behavior in terms of the porosity/permeability relationship. In this study, that relationship is not the one normally observed in clastic reservoir rock. Marl/shale content is one of the more- critical parameters, indicating low fracture quality in terms of permeability. More than 50% of the well-log data for this study were measured by Russian-type well logs, meaning that only simple electrical, gamma ray, and neutron- capture gamma logs were available. Other wells have standard triple-quad combination logs. Image logs are available only from two wells drilled in the 2000s. By considering these log-data limitations, cores, and production-test results, the study aimed to define the effective fracture locations and intervals.

Despite new cultivation methods, the proportion of conventionally cultivated land is still very high in Hungary.Although these technologies demand more time, labour and fuel, they are still attractive to users because they require less professional skill and simple machinery. In Hungary, conventional tillage methods usually lead to soil deterioration, soil compaction and a decrease in organic content. These side effects have caused gradually strengthening economic and environmental problems.The technologies for those plants which are dominant on Hungarian arable lands use (winter wheat, maize, sunflower and barley) need to be improved both in the interest of environmental protection and the reduction of cultivation costs.The Department of Land Use at Debrecen University is cooperating with KITE Sc. to carry out soil tillage experiments at two pilot locations to prove tillage technologies already used in the USA.The aim of our examination is to adapt new technological developments and machinery, and to improve them on Hungarian soil for local environmental conditions. With these improved machines, the field growing of plants could be executed by less manipulation and better suited to economic and environmental needs. The most significant task is to investigate and improve the conventional cultivation replacing, new soil-protecting tillage technologies, and to apply no-till and mulch tillage systems.On the basis of the experiments’ survey data, we established that the looseness and moisture content of the soil using reduced tillage is more favourable than after using conventional technologies. The results of no-till and shallow spring tillage are behind those of winter plough or disk ripper cultivation in corn yield and production elements.To preserve moisture content in the soil, the ground clearing and sowing while simultaneously performing no-till method presents the most favourable results. The surplus moisture gained using no-till technology is equal to 40 mm precipitation.Regarding the yield of winter wheat we established that the tillage methods do not affect plant yield. Both disk ripper and conventional disc cultivation showed nearly the same harvest results (5.55 or 5.5 t/ha), where the difference is statistically hardly verifiable from the no-till method. From the individual production of corn and the number of plants planted in unit area, calculated results prove that no significant difference can be detected between the production of winter plough and disk ripper technology. Although the yield achieved with the no-till method is less than with the previously mentioned technologies, the difference is only 9-10%. We received the lowest production at shallow spring tillage.Evaluations have shown a 1.1 t/ha (13%) difference in the yield of maize, between winter tillage and the disk ripper method, in this case the traditional method resulted in higher yield. In winter tillage, the yield of maize was 1.9-2.1 t/ha (23-25%) higher than in the case of direct sowing and cultivator treatments. No significant difference could be noted between the yields of direct sowing and cultivator treatments.Our research so far has proved the industrial application of reduced tillage methods in crop cultivation technologies.

Gypsophila perfoliata (Caryophyllaceae) is a rare, only casually occurring species in Central Europe. Its native range spans from western Asian to the coast of the Black Sea. Several adventive occurrences of G. perfoliata were documented in Central Europe, especially in Germany where the naturalisation of the taxon occurred during the first decades of the 20th century. As a rare weed, it is suspected to have been introduced with iron ore from the former Soviet Union via railways (Kryvyi Rih region, now Ukraine). In this paper, we gathered information on the occurrence of G. perfoliata from its adventive range. These data indicate an ongoing and fast spread of the species across Central and Eastern Europe. For instance, prior to this study, G. perfoliata have two occurrence records from Hungary. Six new and recent records from Miskolc town and its surrounding areas are presented in this paper. The studied plant occurs in former industrial areas (steel factory, transshipment yards, external slag heaps) or along transport lines (esp. road verges, railway lines). We also describe 18 phytosociological relevés taken at the location of occurrences. All occurrences were documented on heavily modified anthroposols, where the populations flourish on bare ground (esp. road verges or parking areas) or on ground with admixture of metalliferous slag debris. With the help of available orthophotos the presumed land-use history of the locations has also been reconstructed. Based on data presented here we recommend modifying the species’ adventive status in Hungary from casual to naturalised. Further expansion of the species is expected not only 172 at industrial sites but also at locations where slag material was utilised (e.g. landfill, road and rail construction). Due to its halophyte characteristics the species might expand its range along roads where de-icing salt is used.

Abstract Quantitative evaluation of the horticultural crops has high importance to identify cultivars, describe the effect of the growing location and cultivation technology or define consumer's preference regarding the size and shape. Fruit traits of the grapevine (Vitis vinifera L.) are mainly described by the bunch and berry morphology notably bunch and berry size, weight and shape. Ampelographers particularly evaluate the berry based on the seed number as it influences size and consumers' decision. In this study, berry morphological traits of the grapevine cultivar ‘Italia’ was investigated based on digital image analysis. Samples were collected from two vineyards in Hungary with different ecological and cultivation circumstances. Altogether 12 traits were investigated: weight, seed number, size and shape attributes. Results showed that berry morphological traits – except from the shape attributes – are not differing between the two sampling locations. In accordance with previous studies, seed number – ranging from 0 to 4 – had noticeable effect on the size attributes.

Abstract To overcome the problems of seasonality and geographical location in fruit production and processing, the production of aseptic semi-finished juice is an excellent solution. Even without refrigeration, aseptic pressing has a shelf life of more than a year, making it possible to produce finished products all year round. The production technology involves the addition of ascorbic acid to the pulp to fix or preserve colour. There is an increasing customer demand for ascorbic acid substitutes on the international market. In Hungary, one of the most important exports is aseptic sour cherry juice. In our work, ascorbic acid used for colour fixation was replaced by acerola concentrate. The anthocyanin content and colour coordinate values (L*, a*, b*, H, C) of aseptically filled sour cherry juice were determined and compared with the control sample during the 12 months of storage.

In Hungary, after the regime change in 1989, one of the most important institutional changes concerning suburbanisation was the high sovereignty of local authorities, albeit without appropriate funding for sovereign operation. This type of local sovereignty made mezzo-level planning and cooperation of independent municipalities ineffective. The inherent systemic political corruption of the rapid post-socialist privatisation hindered spontaneous cooperation as well. As a result, suburban infrastructure, even in municipalities with high-status residents, remained underdeveloped (from traffic connections through waste management to water provision). Our research field, Telki, was successful in selling land because its scenic location and the absence of industrial and commercial activities made it attractive for high-status suburban settlers. These newcomers were not interested in the further functional development of the village, and, as they took local political power, they successfully restricted economic and functional development. Consequently, selling land and introducing property taxes remained the most important source of income. The colonisation of the village by newcomers also meant the displacement of lower status original villagers and, today, mostly high-status families with young children feel at home in Telki. Others feel excluded not only because of real estate prices but also by the lack of appropriate functions or simply by the narrow concept of an appropriate lifestyle in the village defined by local power. The consequence of a complete lack of cooperation and rational planning is not only social injustice, elite segregation, and environmental harm, but also the reduced economic and housing potential of the Budapest agglomeration.

In Hungary, post-war housing estates can be categorised according to the time of their construction. Thanks to the development of construction technologies and urban planning, these so-called generations of housing estates demonstrate different features with regard to their physical layout and socio-economic characteristics. Socio-economic transformation that took place after the change of regime (1989) was widely affected by the physical parameters of these neighbourhoods and their dwelling stock. Our results show that different generations of housing estates have followed distinct trajectories in the housing market; thus, in addition to their geographical location within the city, planning, architecture, design, and the dwelling stock play a significant role in the market positions of these generations of housing estates. House prices have risen rapidly in Budapest since 2014 up until the pandemic in 2020, and housing estates became popular segments of the housing market. The main aim of this article is to investigate the role of urban planning, architecture and the built environment in this real estate process. The research is based on empirical real estate investigations, statistical house price analyses, and fieldwork undertaken on housing estates. The case study area is Csepel, a former industrial town which became the administrative district 21 of Budapest in 1950. All types of post-war generations of housing estates co-exist, and the majority of the population lives in such neighbourhoods. This special geographical context makes it possible to explore the influential role of the built environment in the housing market. Empirical results from these low- and mid-rise housing estates can make a major contribution to the more effective and successful development of high-rise neighbourhoods.

Abstract:Labour-intensive industries suffered a spectacular loss of their weight in the industrial structure of post-socialist Hungary having an intermediary position between the Western economies controlling the global industrial value chains and the Eastern low-cost production locations. This degradation process can be particularly witnessed in the case of the footwear industry which experienced two large waves of decline, one during the change of regime in 1989 and the other after the turn of the millennium. In the background of the changing performance of the footwear sector there were also significant structural changes during both periods of decline. Integration into global production networks by subcontracting or as subsidiaries of foreign enterprises, process and functional upgrading tendencies within the existing value chains as well as the establishment of Hungary’s own brand products for niche markets are the most important issues in this respect. This study is built upon two key questions: (1) What kind of dynamics does the Hungarian footwear industry show during its integration into the (global) production networks of the sector? (2) How are global production networks becoming embedded into the local economy; and to what extent can the transformation of the Hungarian footwear industry be considered as a path- and place-dependent process? The empirical research is based on semi-structured and in-depth interviews carried out in the last three years with representatives of enterprises from eleven industrial locations – comprising about 35 % of the total sectoral employment – in addition to sector-relevant national and local institutions.

Abstract Before the Coronavirus pandemic, the fitness industry was a growing sector globally, both in terms of the number of members and clubs; even prior to the global pandemic there were online workouts and technological innovations. With COVID-19, revenues plummeted, and many gyms went out of business. Consumers bought equipment for home use and switched to different types of online or outdoor workouts. This paper aims to investigate how the pandemic affected the fitness sector, and the consumer behavior of former gym members. Our assumption was that the preferences of gym-members had changed, and gyms would have prospered if they had changed their business models and moved to a hybrid model. We conducted in depth-interviews with Hungarian club owners and used an online questionnaire survey to collect data from members of gyms in Hungary. We asked them about exercise habits, home exercise methods, planned future exercise locations, the expectations of customers, safety measures, and service quality. Our assumptions were confirmed. The results may represent useful input for Hungarian fitness centers.

IntroductionIn the wine world, authenticity is not just desired, it is actively required. That demand comes from a complex of producers, distributors and consumers, and other interested parties. Consequently, the authenticity of wine is constantly created, reworked, presented, performed, argued over, contested and appreciated.At one level, such processes have clear economic elements. A wine deemed to be an authentic “expression” of something—the soil and micro-climate in which it was grown, the environment and culture of the region from which it hails, the genius of the wine-maker who nurtured and brought it into being, the quintessential characteristics of the grape variety it is made from—will likely make much more money than one deemed inauthentic. In wine, as in other spheres, perceived authenticity is a means to garner profits, both economic and symbolic (Beverland).At another level, wine animates a complicated intertwining of human tastes, aesthetics, pleasures and identities. Discussions as to the authenticity, or otherwise, of a wine often involve a search by the discussants for meaning and purpose in their lives (Grahm). To discover and appreciate a wine felt to “speak” profoundly of the place from whence it came possibly involves a sense of superiority over others: I drink “real” wine, while you drink mass-market trash (Bourdieu). It can also create reassuring senses of ontological security: in discovering an authentic wine, expressive of a certain aesthetic and locational purity (Zolberg and Cherbo), I have found a cherishable object which can be reliably traced to one particular place on Earth, therefore possessing integrity, honesty and virtue (Fine). Appreciation of wine’s authenticity licenses the self-perception that I am sophisticated and sensitive (Vannini and Williams). My judgement of the wine is also a judgement upon my own aesthetic capacities (Hennion).In wine drinking, and the production, distribution and marketing processes underpinning it, much is at stake as regards authenticity. The social system of the wine world requires the category of authenticity in order to keep operating. This paper examines how and why this has come to be so. It considers the crafting of authenticity in long-term historical perspective. Demand for authentic wine by drinkers goes back many centuries. Self-conscious performances of authenticity by producers is of more recent provenance, and was elaborated above all in France. French innovations then spread to other parts of Europe and the world. The paper reviews these developments, showing that wine authenticity is constituted by an elaborate complex of environmental, cultural, legal, political and commercial factors. The paper both draws upon the social science literature concerning the construction of authenticity and also points out its limitations as regards understanding wine authenticity.The History of AuthenticityIt is conventional in the social science literature (Peterson, Authenticity) to claim that authenticity as a folk category (Lu and Fine), and actors’ desires for authentic things, are wholly “modern,” being unknown in pre-modern contexts (Cohen). Consideration of wine shows that such a view is historically uninformed. Demands by consumers for ‘authentic’ wine, in the sense that it really came from the location it was sold as being from, can be found in the West well before the 19th century, having ancient roots (Wengrow). In ancient Rome, there was demand by elites for wine that was both really from the location it was billed as being from, and was verifiably of a certain vintage (Robertson and Inglis). More recently, demand has existed in Western Europe for “real” Tokaji (sweet wine from Hungary), Port and Bordeaux wines since at least the 17th century (Marks).Conventional social science (Peterson, Authenticity) is on solider ground when demonstrating how a great deal of social energies goes into constructing people’s perceptions—not just of consumers, but of wine producers and sellers too—that particular wines are somehow authentic expressions of the places where they were made. The creation of perceived authenticity by producers and sales-people has a long historical pedigree, beginning in early modernity.For example, in the 17th and 18th centuries, wine-makers in Bordeaux could not compete on price grounds with burgeoning Spanish, Portuguese and Italian production areas, so they began to compete with them on the grounds of perceived quality. Multiple small plots were reorganised into much bigger vineyards. The latter were now associated with a chateau in the neighbourhood, giving the wines connotations of aristocratic gravity and dignity (Ulin). Product-makers in other fields have used the assertion of long-standing family lineages as apparent guarantors of tradition and quality in production (Peterson, Authenticity). The early modern Bordelaise did the same, augmenting their wines’ value by calling upon aristocratic accoutrements like chateaux, coats-of-arms, alleged long-term family ownership of vineyards, and suchlike.Such early modern entrepreneurial efforts remain the foundations of the very high prestige and prices associated with elite wine-making in the region today, with Chinese companies and consumers particularly keen on the grand crus of the region. Globalization of the wine world today is strongly rooted in forms of authenticity performance invented several hundred years ago.Enter the StateAnother notable issue is the long-term role that governments and legislation have played, both in the construction and presentation of authenticity to publics, and in attempts to guarantee—through regulative measures and taxation systems—that what is sold really has come from where it purports to be from. The west European State has a long history of being concerned with the fraudulent selling of “fake” wines (Anderson, Norman, and Wittwer). Thus Cosimo III, Medici Grand Duke of Florence, was responsible for an edict of 1716 which drew up legal boundaries for Tuscan wine-producing regions, restricting the use of regional names like Chianti to wine that actually came from there (Duguid).These 18th century Tuscan regulations are the distant ancestors of quality-control rules centred upon the need to guarantee the authenticity of wines from particular geographical regions and sub-regions, which are today now ubiquitous, especially in the European Union (DeSoucey). But more direct progenitors of today’s Geographical Indicators (GIs)—enforced by the GATT international treaties—and Protected Designations of Origin (PDOs)—promulgated and monitored by the EU—are French in origin (Barham). The famous 1855 quality-level classification of Bordeaux vineyards and their wines was the first attempt in the world explicitly to proclaim that the quality of a wine was a direct consequence of its defined place of origin. This move significantly helped to create the later highly influential notion that place of origin is the essence of a wine’s authenticity. This innovation was initially wholly commercial, rather than governmental, being carried out by wine-brokers to promote Bordeaux wines at the Paris Exposition Universelle, but was later elaborated by State officials.In Champagne, another luxury wine-producing area, small-scale growers of grapes worried that national and international perceptions of their wine were becoming wholly determined by big brands such as Dom Perignon, which advertised the wine as a luxury product, but made no reference to the grapes, the soil, or the (supposedly) traditional methods of production used by growers (Guy). The latter turned to the idea of “locality,” which implied that the character of the wine was an essential expression of the Champagne region itself—something ignored in brand advertising—and that the soil itself was the marker of locality. The idea of “terroir”—referring to the alleged properties of soil and micro-climate, and their apparent expression in the grapes—was mobilised by one group, smaller growers, against another, the large commercial houses (Guy). The terroir notion was a means of constructing authenticity, and denouncing de-localised, homogenizing inauthenticity, a strategy favouring some types of actors over others. The relatively highly industrialized wine-making process was later represented for public consumption as being consonant with both tradition and nature.The interplay of commerce, government, law, and the presentation of authenticity, also appeared in Burgundy. In that region between WWI and WWII, the wine world was transformed by two new factors: the development of tourism and the rise of an ideology of “regionalism” (Laferté). The latter was invented circa WWI by metropolitan intellectuals who believed that each of the French regions possessed an intrinsic cultural “soul,” particularly expressed through its characteristic forms of food and drink. Previously despised peasant cuisine was reconstructed as culturally worthy and true expression of place. Small-scale artisanal wine production was no longer seen as an embarrassment, producing wines far more “rough” than those of Bordeaux and Champagne. Instead, such production was taken as ground and guarantor of authenticity (Laferté). Location, at regional, village and vineyard level, was taken as the primary quality indicator.For tourists lured to the French regions by the newly-established Guide Michelin, and for influential national and foreign journalists, an array of new promotional devices were created, such as gastronomic festivals and folkloric brotherhoods devoted to celebrations of particular foodstuffs and agricultural events like the wine-harvest (Laferté). The figure of the wine-grower was presented as an exemplary custodian of tradition, relatively free of modern capitalist exchange relations. These are the beginnings of an important facet of later wine companies’ promotional literatures worldwide—the “decoupling” of their supposed commitments to tradition, and their “passion” for wine-making beyond material interests, from everyday contexts of industrial production and profit-motives (Beverland). Yet the work of making the wine-maker and their wines authentically “of the soil” was originally stimulated in response to international wine markets and the tourist industry (Laferté).Against this background, in 1935 the French government enacted legislation which created theInstitut National des Appellations d’Origine (INAO) and its Appelation d’Origine Controlle (AOC) system (Barham). Its goal was, and is, to protect what it defines as terroir, encompassing both natural and human elements. This legislation went well beyond previous laws, as it did more than indicate that wine must be honestly labelled as deriving from a given place of origin, for it included guarantees of authenticity too. An authentic wine was defined as one which truly “expresses” the terroir from which it comes, where terroir means both soil and micro-climate (nature) and wine-making techniques “traditionally” associated with that area. Thus French law came to enshrine a relatively recently invented cultural assumption: that places create distinctive tastes, the value of this state of affairs requiring strong State protection. Terroir must be protected from the untrammelled free market. Land and wine, symbiotically connected, are de-commodified (Kopytoff). Wine is embedded in land; land is embedded in what is regarded as regional culture; the latter is embedded in national history (Polanyi).But in line with the fact that the cultural underpinnings of the INAO/AOC system were strongly commercially oriented, at a more subterranean level the de-commodified product also has economic value added to it. A wine worthy of AOC protection must, it is assumed, be special relative to wines un-deserving of that classification. The wine is taken out of the market, attributed special status, and released, economically enhanced, back onto the market. Consequently, State-guaranteed forms of authenticity embody ambivalent but ultimately efficacious economic processes. Wine pioneered this Janus-faced situation, the AOC system in the 1990s being generalized to all types of agricultural product in France. A huge bureaucratic apparatus underpins and makes possible the AOC system. For a region and product to gain AOC protection, much energy is expended by collectives of producers and other interested parties like regional development and tourism officials. The French State employs a wide range of expert—oenological, anthropological, climatological, etc.—who police the AOC classificatory mechanisms (Barham).Terroirisation ProcessesFrench forms of legal classification, and the broader cultural classifications which underpin them and generated them, very much influenced the EU’s PDO system. The latter uses a language of authenticity rooted in place first developed in France (DeSoucey). The French model has been generalized, both from wine to other foodstuffs, and around many parts of Europe and the world. An Old World idea has spread to the New World—paradoxically so, because it was the perceived threat posed by the ‘placeless’ wines and decontextualized grapes of the New World which stimulated much of the European legislative measures to protect terroir (Marks).Paxson shows how artisanal cheese-makers in the US, appropriate the idea of terroir to represent places of production, and by extension the cheeses made there, that have no prior history of being constructed as terroir areas. Here terroir is invented at the same time as it is naturalised, made to seem as if it simply points to how physical place is directly expressed in a manufactured product. By defining wine or cheese as a natural product, claims to authenticity are themselves naturalised (Ulin). Successful terroirisation brings commercial benefits for those who engage in it, creating brand distinctiveness (no-one else can claim their product expresses that particularlocation), a value-enhancing aura around the product which, and promotion of food tourism (Murray and Overton).Terroirisation can also render producers into virtuous custodians of the land who are opposed to the depredations of the industrial food and agriculture systems, the categories associated with terroir classifying the world through a binary opposition: traditional, small-scale production on the virtuous side, and large-scale, “modern” harvesting methods on the other. Such a situation has prompted large-scale, industrial wine-makers to adopt marketing imagery that implies the “place-based” nature of their offerings, even when the grapes can come from radically different areas within a region or from other regions (Smith Maguire). Like smaller producers, large companies also decouple the advertised imagery of terroir from the mundane realities of industry and profit-margins (Beverland).The global transportability of the terroir concept—ironic, given the rhetorical stress on the uniqueness of place—depends on its flexibility and ambiguity. In the French context before WWII, the phrase referred specifically to soil and micro-climate of vineyards. Slowly it started mean to a markedly wider symbolic complex involving persons and personalities, techniques and knowhow, traditions, community, and expressions of local and regional heritage (Smith Maguire). Over the course of the 20th century, terroir became an ever broader concept “encompassing the physical characteristics of the land (its soil, climate, topography) and its human dimensions (culture, history, technology)” (Overton 753). It is thought to be both natural and cultural, both physical and human, the potentially contradictory ramifications of such understanding necessitating subtle distinctions to ward off confusion or paradox. Thus human intervention on the land and the vines is often represented as simply “letting the grapes speak for themselves” and “allowing the land to express itself,” as if the wine-maker were midwife rather than fabricator. Terroir talk operates with an awkward verbal balancing act: wine-makers’ “signature” styles are expressions of their cultural authenticity (e.g. using what are claimed as ‘traditional’ methods), yet their stylistic capacities do not interfere with the soil and micro-climate’s natural tendencies (i.e. the terroir’sphysical authenticity).The wine-making process is a case par excellence of a network of humans and objects, or human and non-human actants (Latour). The concept of terroir today both acknowledges that fact, but occludes it at the same time. It glosses over the highly problematic nature of what is “real,” “true,” “natural.” The roles of human agents and technologies are sequestered, ignoring the inevitably changing nature of knowledges and technologies over time, recognition of which jeopardises claims about an unchanging physical, social and technical order. Harvesting by machine production is representationally disavowed, yet often pragmatically embraced. The role of “foreign” experts acting as advisors —so-called “flying wine-makers,” often from New World production cultures —has to be treated gingerly or covered up. Because of the effects of climate change on micro-climates and growing conditions, the taste of wines from a particular terroir changes over time, but the terroir imaginary cannot recognise that, being based on projections of timelessness (Brabazon).The authenticity referred to, and constructed, by terroir imagery must constantly be performed to diverse audiences, convincing them that time stands still in the terroir. If consumers are to continue perceiving authenticity in a wine or winery, then a wide range of cultural intermediaries—critics, journalists and other self-proclaiming experts must continue telling convincing stories about provenance. Effective authenticity story-telling rests on the perceived sincerity and knowledgeability of the teller. Such tales stress romantic imagery and colourful, highly personalised accounts of the quirks of particular wine-makers, omitting mundane details of production and commercial activities (Smith Maguire). Such intermediaries must seek to interest their audience in undiscovered regions and “quirky” styles, demonstrating their insider knowledge. But once such regions and styles start to become more well-known, their rarity value is lost, and intermediaries must find ever newer forms of authenticity, which in turn will lose their burnished aura when they become objects of mundane consumption. An endless cycle of discovering and undermining authenticity is constantly enacted.ConclusionAuthenticity is a category held by different sorts of actors in the wine world, and is the means by which that world is held together. This situation has developed over a long time-frame and is now globalized. Yet I will end this paper on a volte face. Authenticity in the wine world can never be regarded as wholly and simply a social construction. One cannot directly import into the analysis of that world assumptions—about the wholly socially constructed nature of phenomena—which social scientific studies of other domains, most notably culture industries, work with (Peterson, Authenticity). Ways of thinking which are indeed useful for understanding the construction of authenticity in some specific contexts, cannot just be applied in simplistic manners to the wine world. When they are applied in direct and unsophisticated ways, such an operation misses the specificities and particularities of wine-making processes. These are always simultaneously “social” and “natural”, involving multiple forms of complex intertwining of human actions, environmental and climatological conditions, and the characteristics of the vines themselves—a situation markedly beyond beyond any straightforward notion of “social construction.”The wine world has many socially constructed objects. But wine is not just like any other product. Its authenticity cannot be fabricated in the manner of, say, country music (Peterson, Country). Wine is never in itself only a social construction, nor is its authenticity, because the taste, texture and chemical elements of wine derive from complex human interactions with the physical environment. Wine is partly about packaging, branding and advertising—phenomena standard social science accounts of authenticity focus on—but its organic properties are irreducible to those factors. Terroir is an invention, a label put on to certain things, meaning they are perceived to be authentic. But the things that label refers to—ranging from the slope of a vineyard and the play of sunshine on it, to how grapes grow and when they are picked—are entwined with human semiotics but not completely created by them. A truly comprehensive account of wine authenticity remains to be written.ReferencesAnderson, Kym, David Norman, and Glyn Wittwer. “Globalization and the World’s Wine Markets: Overview.” Discussion Paper No. 0143, Centre for International Economic Studies. Adelaide: U of Adelaide, 2001.Barham, Elizabeth. “Translating Terroir: The Global Challenge of French AOC Labelling.” Journal of Rural Studies 19 (2003): 127–38.Beverland, Michael B. “Crafting Brand Authenticity: The Case of Luxury Wines.” Journal of Management Studies 42.5 (2005): 1003–29.Bourdieu, Pierre. Distinction: A Social Critique of the Judgement of Taste. London: Routledge, 1992.Brabazon, Tara. “Colonial Control or Terroir Tourism? The Case of Houghton’s White Burgundy.” Human Geographies 8.2 (2014): 17–33.Cohen, Erik. “Authenticity and Commoditization in Tourism.” Annals of Tourism Research 15.3 (1988): 371–86.DeSoucey, Michaela. “Gastronationalism: Food Traditions and Authenticity Politics in the European Union.” American Sociological Review 75.3 (2010): 432–55.Duguid, Paul. “Developing the Brand: The Case of Alcohol, 1800–1880.” Enterprise and Society 4.3 (2003): 405–41.Fine, Gary A. “Crafting Authenticity: The Validation of Identity in Self-Taught Art.” Theory and Society 32.2 (2003): 153–80.Grahm, Randall. “The Soul of Wine: Digging for Meaning.” Wine and Philosophy: A Symposium on Thinking and Drinking. Ed. Fritz Allhoff. Oxford: Blackwell, 2008. 219–24.Guy, Kolleen M. When Champagne Became French: Wine and the Making of a National Identity. Baltimore: Johns Hopkins UP, 2003.Hennion, Antoine. “The Things That Bind Us Together.”Cultural Sociology 1.1 (2007): 65–85.Kopytoff, Igor. “The Cultural Biography of Things: Commoditization as a Process." The Social Life of Things: Commodities in Cultural Perspective. Ed. Arjun Appadurai. Cambridge: Cambridge UP, 1986. 64–91.Laferté, Gilles. “End or Invention of Terroirs? Regionalism in the Marketing of French Luxury Goods: The Example of Burgundy Wines in the Inter-War Years.” Working Paper, Centre d’Economie et Sociologie Appliquées a l’Agriculture et aux Espaces Ruraux, Dijon.Latour, Bruno. We Have Never Been Modern. Harvard: Harvard UP, 1993.Lu, Shun and Gary A. Fine. “The Presentation of Ethnic Authenticity: Chinese Food as a Social Accomplishment.” The Sociological Quarterly 36.3 (1995): 535–53.Marks, Denton. “Competitiveness and the Market for Central and Eastern European Wines: A Cultural Good in the Global Wine Market.” Journal of Wine Research 22.3 (2011): 245–63.Murray, Warwick E. and John Overton. “Defining Regions: The Making of Places in the New Zealand Wine Industry.” Australian Geographer 42.4 (2011): 419–33.Overton, John. “The Consumption of Space: Land, Capital and Place in the New Zealand Wine Industry.” Geoforum 41.5 (2010): 752–62.Paxson, Heather. “Locating Value in Artisan Cheese: Reverse Engineering Terroir for New-World Landscapes.” American Anthropologist 112.3 (2010): 444–57.Peterson, Richard A. Creating Country Music: Fabricating Authenticity. Chicago: U of Chicago P, 2000.———. “In Search of Authenticity.” Journal of Management Studies 42.5 (2005): 1083–98.Polanyi, Karl. The Great Transformation. Boston: Beacon Press, 1957.Robertson, Roland, and David Inglis. “The Global Animus: In the Tracks of World Consciousness.” Globalizations 1.1 (2006): 72–92.Smith Maguire, Jennifer. “Provenance and the Liminality of Production and Consumption: The Case of Wine Promoters.” Marketing Theory 10.3 (2010): 269–82.Trubek, Amy. The Taste of Place: A Cultural Journey into Terroir. Los Angeles: U of California P, 2008.Ulin, Robert C. “Invention and Representation as Cultural Capital.” American Anthropologist 97.3 (1995): 519–27.Vannini, Phillip, and Patrick J. Williams. Authenticity in Culture, Self and Society. Farnham: Ashgate, 2009.Wengrow, David. “Prehistories of Commodity Branding.” Current Anthropology 49.1 (2008): 7–34.Zolberg, Vera and Joni Maya Cherbo. Outsider Art: Contesting Boundaries in Contemporary Culture. Cambridge: Cambridge UP, 1997.

Desire. A longing, craving, hunger. A powerful motive. The representation of hope. Seemingly carnal. While historically the term "desire" has been categorized as an innately human and ultimately basic natural force, within the postmodern context "desire" becomes far more complex and contradictory and accordingly requires more expansive defining. Regardless of the content of the desire, whether it be the desire for romantic love or a successful career or an ice cold soda, whose desire is it? Can we within postmodernity separate the carnal from the calculated, the individual from the collective? How many others are involved in the desires that I have? Where do my desires come from? A dialogue regarding the strategic forces used to create consumer desire is well established within academia, dating back at least twenty-five years. This has been in response to the expansive advertising efforts engineered by industrial corporations which began in the early 1900s as mass production increased, necessitating new consumer markets. This research has provided insights into how advertising developed not merely to inform consumers about product availability, but also to reconstruct consumer perception (Ewen 41). Additionally, this modernist approach to the study of consumer desire has explored how advertisers study "mass psychology" in order to understand the way representations of products work to enhance product desirability (Ewen 47-9). While this dialogue is most important, within postmodernity, questions of representation become even more complex. Building upon questions of how images of consumption operate, we must now ask what, if anything, is behind those images. One of the characteristics of postmodernity is that I remember images of events that I did not witness. For example, while I was not present at the assassination of President Kennedy or during the Viet Nam War, I can recall, both spontaneously and at will, crystal clear visual moments of each historical event. In this postmodern time and space we all share a collective memory of images associated with events we may not have personally witnessed. Given this historically unique phenomenon, and that images often work within the realm of the unconscious, how do I know where my images of desire come from? Moreover, is there a universality that even my most seemingly personal desires maintain? Baudrillard asserts that we live in a world of simulation where referents are lost and we live by a system of signs without origin, no longer able to distinguish the real from the imaginary. He posits, "simulation threatens the difference between the true and the false, the real and the imaginary" (3). Desire forcefully manifests itself as true and real within each of our lives. In our hyperreal postmodern time and space, how can we individually and collectively be able to distinguish what our own true desires are as our I/eyes are mediated in multiple and often invisible ways (Pfohl)? Furthermore, do we desire what is represented in signs that don't actually have an origin in reality? Sociologist Stephen Pfohl writes the following: "The last thing that happened to me was a memory. Flash. Snap. Crack(le). Pop. I was watching television when suddenly I was recalled, taken by a sensational image of a desire to return to a time that never existed. Where does this image of desire come from? Where is it taking me? Where is it taking others?" (6). Combining the works of Baudrillard and Pfohl I am left wondering not only where does desire come from, but do images of desire actually spark our lives? This raises two pertinent questions: 1) as previously stated, we have a collective remembrance of images; therefore, to what extent are desires universal within any given historical time and geographic location, and, 2) who constructs those omnipresent images of desire? To what extent do media conglomerates, advertisers and politicians serve as mediators in our consciousness? I desire an answer to the following question: why is it that I drink diet coke? To quench a thirst or multiple thirsts? When I desire a cold diet coke, what might I gain from satisfying that craving? In the movie You've Got Mail the character played by actor Tom Hanks says: "The whole purpose of places like Starbucks is for people with no decision-making ability whatsoever to make six decisions just to buy one cup of coffee. Short, tall, light, dark, caf., decaf., low fat, nonfat, etc. So people who don't know what the hell they're doing or who on earth they are, can for only 2.95, can get not just a cup of coffee, but, an absolutely defining sense of self. Tall. Decaf. Cappuccino." The promise of both the product and the experience of fulfilling "personal" passion(s) has historically risen and is now at an all-time high. This increase in expectations can bring about two new results: 1) the fulfillment of the desire does not live up to the promise of fulfillment, or, 2) the satisfaction(s) gained from fulfilling the desire are illusions or partial illusions. For example, the first possibility occurs when I purchase a cappuccino to both quench my physical thirst and exert my decision-making ability even if on some unconscious level. Should the latter not occur, the desire for the possibility of the product is felt to be greater then the reality of the product. In the second case, I, as the character in the film asserts, may gain a false sense or illusion that purchasing and consuming this product demonstrates my decision-making ability. Turning to the issue of the universality of our images of desire, what happens to the individual when he/she discovers that the most intimate of desires is shared by countless others? What happens to the value placed upon that desire? In 1908 classical Sociologist Georg Simmel shared the following insight: In the stage of first passion, erotic relations strongly reject any thought of generalisation. A love such as this has never existed before; there is nothing to compare either with the person one loves or with our feelings for that person. An estrangement is wont to set in (whether as cause or effect is hard to decide) at the moment when this feeling of uniqueness disappears from the relationship. A skepticism regarding the intrinsic value of the relationship and its value for us adheres to the very thought that in this relation, after all, one is only fulfilling a general human destiny, that one has had an experience that has occurred a thousand times before, and that, if one had not accidentally met this precise person, someone else would have acquired the same meaning for us. (147) Are all of my desires comparable or even parallel to those of strangers? One does not desire without an object or subject. The desire for romantic passion involves a subject while the desire for a product involves an object. Even desires regarding success that may appear to live only within the individual actually exist within institutions and/or based upon some level of comparison exterior to the individual. The desire for the product or passion does not exist in my body alone but rather in the relation between the object or subject and myself. In our postmodern context the mediating factors between what is desired and the desirous individual are increasingly manifold yet often invisible. I'm going to Starbucks. I want a grande, decaf, low fat, extra dry cappuccino. Obey your thirst! References Baudrillard, Jean. Simulacra and Simulation. Michigan: U of Michigan P, 1994. Ewen, Stuart. All Consuming Images: The Politics of Style in Contemporary Culture. Basic Books, 1988. Pfohl, Stephen. Death at the Parasite Café: Social Science (Fictions) and the Postmodern. New York: St. Martin's Press, 1992. Simmel, Georg. On Individuality and Social Forms. Chicago: U of Chicago P, 1971. You've Got Mail. Warner Bros., 1998. Citation reference for this article MLA style: Patricia Leavy. "Grande, Decaf, Low Fat, Extra Dry Cappuccino: Postmodern Desire." M/C: A Journal of Media and Culture 2.5 (1999). [your date of access] <http://www.uq.edu.au/mc/9907/grande.php>. Chicago style: Patricia Leavy, "Grande, Decaf, Low Fat, Extra Dry Cappuccino: Postmodern Desire," M/C: A Journal of Media and Culture 2, no. 5 (1999), <http://www.uq.edu.au/mc/9907/grande.php> ([your date of access]). APA style: Patricia Leavy. (1999) Grande, decaf, low fat, extra dry cappuccino: postmodern desire. M/C: A Journal of Media and Culture 2(5). <http://www.uq.edu.au/mc/9907/grande.php> (your date of access]).

The power of culturally-bound controlling images around notions of 'colour' in regard to ethnicity have historically been marked and far-reaching. Most obvious examples of such political power relations can be seen in regard to racism and social domination. Biologically-based assertions that one specific category of people are somehow inherently inferior or superior to another were central and indeed continue to be paramount in (neo) Nazi-style rhetoric. Such political beliefs, most notable of course within the first half of the Twentieth Century, often went hand-in-hand with a right-wing ecologism that eschewed the alienation of urban life for an idealised rural existence (Heywood 283). This paper focusses upon how such assumptions and controlling images have resonated in recent times within the Nordic Black Metal music scene - an encompassing term used to describe a sub-genre of music that exists within a wider Heavy Metal and in particular Extreme Metal scene. Black Metal did not gain a stranglehold on Extreme Metal subculture until the 1990s. It also took socio-politics in Metal a stage further and to an extreme never seen before. Being most prolific in Scandinavia, and in particular Norway, Black Metal tended to focus upon Viking mythology and Odinism as a source of subject matter. Here, Nordic Black Metal based its identity on the virtues associated with its geographical location. As Dyer (21) points out, Northern Europe, with its notions of remoteness and coldness, combined with ideas of the cleanliness of the air, the soul- elevating beauty of mountain vistas, and the pureness of the white snow, could be seen to have formed the distinctiveness of a white identity and its related notions of energy, discipline and spiritual elevation. Such notions have their roots in the National Socialist programme of propaganda films of the 1930s and 1940s. Such films included Ich fur Dich - Du fur Mich (Me for You - You for Me, 1934), (Welch 48), which reinforced Nazi ideals of 'racial purity' and was centred on two interrelated themes; that of Blut und Boden ('blood and soil'), and Volk und Heimat ('a people and a homeland'). Here the strength of the 'master race' was linked to the sacredness of the German soil, usually in the form of some idyllic pastoral setting. Nazi 'revolution' was based upon presumed Germanic traditions and the recapture of a mythical past. Thus urban and industrial life was eschewed in favour of a more Germanic utopian community vision. This led the Nazis to draw an inexorable link between the pureness of the German land and the pureness of the Aryan race. The idea of the German utopian community raised notions of fitness and survival. For example, Walther Darre, the then Minister for Agriculture, drew Darwinistic parallels between animals and humans when he stated that, “We shall gather together the best blood. Just as we are now breeding our Hanover horse from the few remaining pure-blooded male and female stock, so we shall see the same type of breeding over the next generation of the pure type of Nordic German” (Welch 67). Such Nazi ideas of purity and survival of the fittest have been echoed in the Black Metal scene of recent years. This has clearly been illustrated, for example, in the sentiments of musicians such as 'Hellhammer', drummer with Norwegian band Mayhem who, when asked if he had fascist views, revealed that “I'm pretty convinced that there are differences between races as well as anything else. I think that like animals, some races are more... you know, like a cat is much more intelligent than a bird or a cow, or even a dog, and I think that's also the case with different races” (Moynihan and Soderlind 306). The comparison of certain people to animals acts to create controlling images that, in this instance, makes racism appear to be natural and inevitable (Collins 68). As Davis (25) points out, a key belief in racist ideology is the biologically and genetically-based assumption that ethnic minorities share similar patterns of behaviour because it is 'in their blood'. Indeed, it is no accident that some Black Metal musicians have made comparisons between ethnicity and animals. Such comparisons act to not only further this idea of superior 'blood stock' but also serve to dehumanise those who are seen to be inferior. Black Metal musicians saw themselves as being superior both musically as well as 'racially'. Just as Minister for Agriculture Walther Darre suggested that the pure blooded Nordic German was, although few in numbers, a superior racial minority within the human race in general, certain Black Metal musicians have shared a similar view that they are a racially and therefore musically superior group within the wider Extreme and Heavy Metal scene. Such assumptions have manifested themselves in a number of ways. Musicians such as Varg Vikernes, of Norwegian band Burzum, have made direct links between the development of Metal and assumed qualities of 'whiteness' when he argued that “The guitar is a European invention ... However, the music played on the guitar is mostly nigger (sic) music”, (NME n.pag). In such an example there is the assumption that 'white' Metal and Metal musicians are somehow inherently superior, and that this superiority of talent stems from a racial 'purity' lacking in 'non-white' metal scenes which, consequently, are seen as nothing more than a contamination, both racially and therefore musically. As Nazi actions were in part based upon the recapture of a mythical past, so too in Black Metal is there a notion that “We must take this scene to what it was in the past”, (Moynihan and Soderlind 60). Thus, as in National Socialism of the 1930s and 1940s, modern day Nazism within the Black Metal scene takes inspiration, ideology and hope from a romanticised notion of the past. This can be seen in the slogans that adorn much Black Metal band's merchandise, for example the band Darkthrone and their self-confessed “Norsk Arisk Black Metal” (Norwegian Aryan Black Metal) which appeared on the sleeve of their 1994 album Transylvanian Hunger, and in the more elaborate socio-political views of other Black Metal musicians such as Varg Vikernes who has expressed his Utopian visions in the belief that there should be a “return to the life-style of the Middle-Ages” in which “The masses need to live in harmony with nature”, (Vikernes n.pag). The notion that “Black Metal is for white people” (Moynihan and Doderlind 305) was also reflected in other stylistic components of Black Metal iconography. The practice of wearing “corpsepaint” was quickly adopted by nearly all Black Metal bands in the early years of its development, and is still widely used today. The concept of wearing corpsepaint - theatrical black and white makeup that created a gruesome appearance - can be traced as far back as the emergence of rock bands such as KISS and heavier acts such as King Diamond, who became known for their elaborate stage rock shows. However, whilst the adoption of corpsepaint by Black Metal bands may have been to create similar macabre images as more established rock and Heavy Metal bands had before them, the emphasis on 'whiteness' that corpsepaint gives cannot be overlooked. Such images, the pale white face emphasised even further when contrasted with traditional codes of dress - the black denim and leather clothes, can be seen to be emphasising the idea of white being an 'ideal'. That is, the symbolism that is carried by the colour white, its “moral and also aesthetic superiority”, (Dyer 70), has also manifested itself in certain aspects of Extreme Metal and in particular Black Metal. As highlighted earlier, just as 'whiteness' has been linked with notions of power, superiority and purity, so to have some Black Metal bands suggested that whiteness within Metal is inherently superior. The adoption of corpse paint is just one way notions of 'whiteness' have been underlined in the Extreme Metal scene. Such ideas of whiteness in some cases developed into more pronounced aspects of Nationalism and in particular National Socialism. The development of extreme right-wing beliefs, coupled with other more established controversial subject matters, such as Satanism, led to a notoriety that some Black Metal was, in many ways, proud to live up to. Whilst overtly racist or fascist sentiments are far from the norm within the Black Metal and wider Extreme Metal genre and the intolerance of such beliefs within the Metal industry in general has been clearly illustrated on many occasions, it cannot be said that those who are open and committed to extreme right-wing beliefs have not gained attention and some support through the controversial iconography and discourse they have used. A marked example of such attitudes can be found in the music, beliefs and actions of the Norwegian Black Metal band Burzum. Burzum, a solo project of musician Varg Vikernes, was one of the first Black Metal bands to appear in Norway. Although originally gaining inspiration from popular motifs in fantasy literature, Vikernes became increasingly known within the Black Metal scene for his increasingly radical views in regard to racial ideology and is now an outright self-confessed Neo-Nazi. In recent years Vikernes has courted controversy and reinforced a racist and fascist discourse within the Black Metal scene. In 1997, Vikernes was heavily criticised by many within Extreme Metal over the design of a new Burzum t-shirt. Created by Vikernes himself, the front featured the usual Burzum logo but was also adorned with a German World War II SS Death's Head logo. This, combined with a back print which bore the slogan “Support your local Einsatzkommando”, led to problems licensing and printing the shirt. Whilst Tiziana Stupia, Director of the now defunct Suffolk-based Misanthropy Records to which Burzum was signed, highlighted that the term Einsatzkommando was “still used quite uncontroversially to describe police SWAT teams” (Terrorizer 1997:6, no.41), the unambiguous fascist motifs also present on the shirt betray the true intention of the slogan. However, it would be erroneous to suggest that controlling images of 'colour' within the Nordic Black Metal scene are situated merely within a framework of neo-Nazi rhetoric. Indeed, such radical and consequently isolated ideologies and actions of certain Extreme Metal musicians that were very much apparent in the early 1990s have largely given way to more contemporary and in some ways egalitarian aesthetic, thematic and stylistic formations. The pastoral fixations of Black Metal that were very much analogous with right-wing dogmatic beliefs have been replaced by a distinctly 'urban' mindset that now focuses upon a 'commonality of adversity' and problems of modern existence for all peoples. Aesthetically the use of 'corpsepaint' has largely been dropped by many of the more pioneering acts, and this combined with stylistic movements that have seen the adoption of traditionally 'non-white' musical formations, has resulted in the drum 'n' bass/ ambient trip-hop concentrations of bands such as Arcturus and Ulver, and the general focus of 'urban decay' espoused by those such as Satyricon. Yet, even contemporary Black Metal has not completely severed its links with fascist controversy, and consequently constructs of colour, as even merely the names of acts such as Zyklon clearly illustrate. It is clear then that certain oppressive texts in relation to constructs of 'colour' can be highly problematic for many, both within and outside the Extreme metal scene. Powerful and historical discourses that espouse 'natural' assumptions around notions of ethnicity produce crude yet largely unquestioned presentations. Consequently, through its incorporation of such texts, certain aspects of Black Metal can be seen to perpetuate oppressive ideas of 'difference'. Via certain controlling images, some individuals can be subjected to objectification within Extreme Metal subculture which sees them marginalised and relegated. Consequently, dominant discourses within some areas of Black Metal can have the result of portraying ethnic minorities as merely 'non-white' and thus inexorably link such groups with a notion of 'inferiority'. References Collins, P.H. Black Feminist Thought. London: Routledge, 1991. Davis, F.J. Who is Black?. Pennsylvania: Pennsylvania State University Press, 1991. Dyer, W. White. London: Routledge, 1997. Heywood, A. Political Ideologies. London: MacMillan Press LTD, 1998. Moynihan, M. & Soderlind, D. Lords of Chaos: The Bloody Rise of the Satanic Metal Underground. Venice: Feral House, 1998. NME Magazine. No Title. (September 5 1997) http.http://www.burzum.com. Accessed November 28 2000. Terrorizer Extreme Music Magazine (no.41, 1997:6) EQ Publications LTD. Vikernes, Varg. Civilisation. (no date) http.http://www.burzum.com/library/varg/civil... Accessed December 7 2000. Welch, D. The Third Reich: Politics and Propaganda. London: Routledge, 1993. Discography: Darkthrone, Transylvanian Hunger. Peaceville records, Vile 43, 1994. Links http://www.burzum.com. http://www.burzum.com/library/varg/civilisation.html. CIT Citation reference for this article MLA Style Beckwith., Karl. ""Black Metal is for white people"" M/C: A Journal of Media and Culture 5.3 (2002). [your date of access] < http://www.media-culture.org.au/0207/blackmetal.php>. Chicago Style Beckwith., Karl, ""Black Metal is for white people"" M/C: A Journal of Media and Culture 5, no. 3 (2002), < http://www.media-culture.org.au/0207/blackmetal.php> ([your date of access]). APA Style Beckwith., Karl. (2002) "Black Metal is for white people". M/C: A Journal of Media and Culture 5(3). < http://www.media-culture.org.au/0207/blackmetal.php> ([your date of access]).

“...children’s play seems to become more and more a product of the educational and cultural orientation of parents...” — Stephen Kline, The Making of Children’s Culture We live in a world saturated by design and through design artefacts, one can glean unique insights into a culture's values and norms. In fact, some academics, such as British media and film theorist Ben Highmore, see the two areas so inextricably intertwined as to suggest a wholesale “re-branding of the cultural sciences as design studies” (14). Too often, however, everyday objects are marginalised or overlooked as objects of scholarly attention. The field of material culture studies seeks to change that by focussing on the quotidian object and its ability to reveal much about the time, place, and culture in which it was designed and used. This article takes on one such object, a mid-century children's toy tea set, whose humble journey from 1968 Sears catalogue to 2014 thrift shop—and subsequently this author’s basement—reveals complex rhetorical messages communicated both visually and verbally. As material culture studies theorist Jules Prown notes, the field’s foundation is laid upon the understanding “that objects made ... by man reflect, consciously or unconsciously, directly or indirectly, the beliefs of individuals who made, commissioned, purchased or used them, and by extension the beliefs of the larger society to which they belonged” (1-2). In this case, the objects’ material and aesthetic characteristics can be shown to reflect some of the pervasive stereotypes and gender roles of the mid-century and trace some of the prevailing tastes of the American middle class of that era, or perhaps more accurately the type of design that came to represent good taste and a modern aesthetic for that audience. A wealth of research exists on the function of toys and play in learning about the world and even the role of toy selection in early sex-typing, socialisation, and personal identity of children (Teglasi). This particular research area isn’t the focus of this article; however, one aspect that is directly relevant and will be addressed is the notion of adult role-playing among children and the role of toys in communicating certain adult practices or values to the child—what sociologist David Oswell calls “the dedifferentiation of childhood and adulthood” (200). Neither is the focus of this article the practice nor indeed the ethicality of marketing to children. Relevant to this particular example I suggest, is as a product utilising messaging aimed not at children but at adults, appealing to certain parents’ interest in nurturing within their child a perceived era and class-appropriate sense of taste. This was fuelled in large part by the curatorial pursuits of the Museum of Modern Art (MoMA) in New York, coupled with an interest and investment in raising their children in a design-forward household and a desire for toys that reflected that priority; in essence, parents wishing to raise modern children. Following Prown’s model of material culture analysis, the tea set is examined in three stages, through description, deduction and speculation with each stage building on the previous one. Figure 1: Porcelain Toy Tea Set. Description The tea set consists of twenty-six pieces that allows service for six. Six cups, saucers, and plates; a tall carafe with spout, handle and lid; a smaller vessel with a spout and handle; a small round bowl with a lid; a larger oval bowl with a lid, and a coordinated oval platter. The cups are just under two inches tall and two inches in diameter. The largest piece, the platter is roughly six inches by four inches. The pieces are made of a ceramic material white in colour and glossy in texture and are very lightweight. The rim or edge of each piece is decorated with a motif of three straight lines in two different shades of blue and in different thicknesses, interspersed with a set of three black wiggly lines. Figure 2: Porcelain Toy Tea Set Box. The set is packaged for retail purposes and the original box appears to be fully intact. The packaging of an object carries artefactual evidence just as important as what it contains that falls into the category of a “‘para-artefact’ … paraphernalia that accompanies the product (labels, packaging, instructions etc.), all of which contribute to a product’s discourse” (Folkmann and Jensen 83). The graphics on the box are colourful, featuring similar shades of teal blue as found on the objects, with the addition of orange and a silver sticker featuring the logo of the American retailer Sears. The cover features an illustration of the objects on an orange tabletop. The most prominent text that confirms that the toy is a “Porcelain Toy Tea Set” is in an organic, almost psychedelic style that mimics both popular graphics of this era—especially album art and concert posters—as well as the organic curves of steam that emanate from the illustrated teapot’s spout. Additional messages appear on the box, in particular “Contemporary DESIGN” and “handsome, clean-line styling for modern little hostesses”. Along the edges of the box lid, a detail of the decorative motif is reproduced somewhat abstracted from what actually appears on the ceramic objects. Figure 3: Sears’s Christmas Wishbook Catalogue, page 574 (1968). Sears, Roebuck and Co. (Sears) is well-known for its over one-hundred-year history of producing printed merchandise catalogues. The catalogue is another important para-artefact to consider in analysing the objects. The tea set first appeared in the 1968 Sears Christmas Wishbook. There is no date or copyright on the box, so only its inclusion in the catalogue allows the set to be accurately dated. It also allows us to understand how the set was originally marketed. Deduction In the deduction phase, we focus on the sensory aesthetic and functional interactive qualities of the various components of the set. In terms of its function, it is critical that we situate the objects in their original use context, play. The light weight of the objects and thinness of the ceramic material lends the objects a delicate, if not fragile, feeling which indicates that this set is not for rough use. Toy historian Lorraine May Punchard differentiates between toy tea sets “meant to be used by little girls, having parties for their friends and practising the social graces of the times” and smaller sets or doll dishes “made for little girls to have parties with their dolls, or for their dolls to have parties among themselves” (7). Similar sets sold by Sears feature images of girls using the sets with both human playmates and dolls. The quantity allowing service for six invites multiple users to join the party. The packaging makes clear that these toy tea sets were intended for imaginary play only, rendering them non-functional through an all-capitals caution declaiming “IMPORTANT: Do not use near heat”. The walls and handles of the cups are so thin one can imagine that they would quickly become dangerous if filled with a hot liquid. Nevertheless, the lid of the oval bowl has a tan stain or watermark which suggests actual use. The box is broken up by pink cardboard partitions dividing it into segments sized for each item in the set. Interestingly even the small squares of unfinished corrugated cardboard used as cushioning between each stacked plate have survived. The evidence of careful re-packing indicates that great care was taken in keeping the objects safe. It may suggest that even though the set was used, the children or perhaps the parents, considered the set as something to care for and conserve for the future. Flaws in the glaze and applique of the design motif can be found on several pieces in the set and offer some insight as to the technique used in producing these items. Errors such as the design being perfectly evenly spaced but crooked in its alignment to the rim, or pieces of the design becoming detached or accidentally folded over and overlapping itself could only be the result of a print transfer technique popularised with decorative china of the Victorian era, a technique which lends itself to mass production and lower cost when compared to hand decoration. Speculation In the speculation stage, we can consider the external evidence and begin a more rigorous investigation of the messaging, iconography, and possible meanings of the material artefact. Aspects of the set allow a number of useful observations about the role of such an object in its own time and context. Sociologists observe the role of toys as embodiments of particular types of parental messages and values (Cross 292) and note how particularly in the twentieth century “children’s play seems to become more and more a product of the educational and cultural orientation of parents” (Kline 96). Throughout history children’s toys often reflected a miniaturised version of the adult world allowing children to role-play as imagined adult-selves. Kristina Ranalli explored parallels between the practice of drinking tea and the play-acting of the child’s tea party, particularly in the nineteenth century, as a gendered ritual of gentility; a method of socialisation and education, and an opportunity for exploratory and even transgressive play by “spontaneously creating mini-societies with rules of their own” (20). Such toys and objects were available through the Sears mail-order catalogue from the very beginning at the end of the nineteenth century (McGuire). Propelled by the post-war boom of suburban development and homeownership—that generation’s manifestation of the American Dream—concern with home décor and design was elevated among the American mainstream to a degree never before seen. There was a hunger for new, streamlined, efficient, modernist living. In his essay titled “Domesticating Modernity”, historian Jeffrey L. Meikle notes that many early modernist designers found that perhaps the most potent way to “‘domesticate’ modernism and make it more familiar was to miniaturise it; for example, to shrink the skyscraper and put it into the home as furniture or tableware” (143). Dr Timothy Blade, curator of the 1985 exhibition of girls’ toys at the University of Minnesota’s Goldstein Gallery—now the Goldstein Museum of Design—described in his introduction “a miniaturised world with little props which duplicate, however rudely, the larger world of adults” (5). Noting the power of such toys to reflect adult values of their time, Blade continues: “the microcosm of the child’s world, remarkably furnished by the miniaturised props of their parents’ world, holds many direct and implied messages about the society which brought it into being” (9). In large part, the mid-century Sears catalogues capture the spirit of an era when, as collector Thomas Holland observes, “little girls were still primarily being offered only the options of glamour, beauty and parenthood as the stuff of their fantasies” (175). Holland notes that “the Wishbooks of the fifties [and, I would add, the sixties] assumed most girls would follow in their mother’s footsteps to become full-time housewives and mommies” (1). Blade grouped toys into three categories: cooking, cleaning, and sewing. A tea set could arguably be considered part of the cooking category, but closer examination of the language used in marketing this object—“little hostesses”, et cetera—suggests an emphasis not on cooking but on serving or entertaining. This particular category was not prevalent in the era examined by Blade, but the cultural shifts of the mid-twentieth century, particularly the rapid popularisation of a suburban lifestyle, may have led to the use of entertaining as an additional distinct category of role play in the process of learning to become a “proper” homemaker. Sears and other retailers offered a wide variety of styles of toy tea sets during this era. Blade and numerous other sources observe that children’s toy furniture and appliances tended to reflect the style and aesthetic qualities of their contemporary parallels in the adult world, the better to associate the child’s objects to its adult equivalent. The toy tea set’s packaging trumpets messages intended to appeal to modernist values and identity including “Contemporary Design” and “handsome, clean-line styling for modern little hostesses”. The use of this coded marketing language, aimed particularly at parents, can be traced back several decades. In 1928 a group of American industrial and textile designers established the American Designers' Gallery in New York, in part to encourage American designers to innovate and adopt new styles such as those seen in the L’ Exposition Internationale des Arts Decoratifs et Industriels Modernes (1925) in Paris, the exposition that sparked international interest in the Art Deco or Art Moderne aesthetic. One of the gallery founders, Ilonka Karasz, a Hungarian-American industrial and textile designer who had studied in Austria and was influenced by the Wiener Werkstätte in Vienna, publicised her new style of nursery furnishings as “designed for the very modern American child” (Brown 80). Sears itself was no stranger to the appeal of such language. The term “contemporary design” was ubiquitous in catalogue copy of the nineteen-fifties and sixties, used to describe everything from draperies (1959) and bedspreads (1961) to spice racks (1964) and the Lady Kenmore portable dishwasher (1961). An emphasis on the role of design in one’s life and surroundings can be traced back to efforts by MoMA. The museum’s interest in modern design hearkens back almost to the institution’s inception, particularly in relation to industrial design and the aestheticisation of everyday objects (Marshall). Through exhibitions and in partnership with mass-market magazines, department stores and manufacturer showrooms, MoMA curators evangelised the importance of “good design” a term that can be found in use as early as 1942. What Is Good Design? followed the pattern of prior exhibitions such as What Is Modern Painting? and situated modern design at the centre of exhibitions that toured the United States in the first half of the nineteen-fifties. To MoMA and its partners, “good design” signified the narrow identification of proper taste in furniture, home decor and accessories; effectively, the establishment of a design canon. The viewpoints enshrined in these exhibitions and partnerships were highly influential on the nation’s perception of taste for decades to come, as the trickle-down effect reached a much broader segment of consumers than those that directly experienced the museum or its exhibitions (Lawrence.) This was evident not only at high-end shops such as Bloomingdale’s and Macy’s. Even mass-market retailers sought out well-known figures of modernist design to contribute to their offerings. Sears, for example, commissioned noted modernist designer and ceramicist Russel Wright to produce a variety of serving ware and decor items exclusively for the company. Notably for this study, he was also commissioned to create a toy tea set for children. The 1957 Wishbook touts the set as “especially created to delight modern little misses”. Within its Good Design series, MoMA exhibitions celebrated numerous prominent Nordic designers who were exploring simplified forms and new material technologies. In the 1968 Wishbook, the retailer describes the Porcelain Toy Tea Set as “Danish-inspired china for young moderns”. The reference to Danish design is certainly compatible with the modernist appeal; after the explosion in popularity of Danish furniture design, the term “Danish Modern” was commonly used in the nineteen-fifties and sixties as shorthand for pan-Scandinavian or Nordic design, or more broadly for any modern furniture design regardless of origin that exhibited similar characteristics. In subsequent decades the notion of a monolithic Scandinavian-Nordic design aesthetic or movement has been debunked as primarily an economically motivated marketing ploy (Olivarez et al.; Fallan). In the United States, the term “Danish Modern” became so commonly misused that the Danish Society for Arts and Crafts called upon the American Federal Trade Commission (FTC) to legally restrict the use of the labels “Danish” and “Danish Modern” to companies genuinely originating in Denmark. Coincidentally the FTC ruled on this in 1968, noting “that ‘Danish Modern’ carries certain meanings, and... that consumers might prefer goods that are identified with a foreign culture” (Hansen 451). In the case of the Porcelain Toy Tea Set examined here, Sears was not claiming that the design was “Danish” but rather “Danish-inspired”. One must wonder, was this another coded marketing ploy to communicate a sense of “Good Design” to potential customers? An examination of the formal qualities of the set’s components, particularly the simplified geometric forms and the handle style of the cups, confirms that it is unlike a traditional—say, Victorian-style—tea set. Punchard observes that during this era some American tea sets were actually being modelled on coffee services rather than traditional tea services (148). A visual comparison of other sets sold by Sears in the same year reveals a variety of cup and pot shapes—with some similar to the set in question—while others exhibit more traditional teapot and cup shapes. Coffee culture was historically prominent in Nordic cultures so there is at least a passing reference to that aspect of Nordic—if not specifically Danish—influence in the design. But what of the decorative motif? Simple curved lines were certainly prominent in Danish furniture and architecture of this era, and occasionally found in combination with straight lines, but no connection back to any specific Danish motif could be found even after consultation with experts in the field from the Museum of Danish America and the Vesterheim National Norwegian-American Museum (personal correspondence). However, knowing that the average American consumer of this era—even the design-savvy among them—consumed Scandinavian design without distinguishing between the various nations, a possible explanation could be contained in the promotion of Finnish textiles at the time. In the decade prior to the manufacture of the tea set a major design tendency began to emerge in the United States, triggered by the geometric design motifs of the Finnish textile and apparel company Marimekko. Marimekko products were introduced to the American market in 1959 via the Cambridge, Massachusetts-based retailer Design Research (DR) and quickly exploded in popularity particularly after would-be First Lady Jacqueline Kennedy appeared in national media wearing Marimekko dresses during the 1960 presidential campaign and on the cover of Sports Illustrated magazine. (Thompson and Lange). The company’s styling soon came to epitomise a new youth aesthetic of the early nineteen sixties in the United States, a softer and more casual predecessor to the London “mod” influence. During this time multiple patterns were released that brought a sense of whimsy and a more human touch to classic mechanical patterns and stripes. The patterns Piccolo (1953), Helmipitsi (1959), and Varvunraita (1959), all designed by Vuokko Eskolin-Nurmesniemi offered varying motifs of parallel straight lines. Maija Isola's Silkkikuikka (1961) pattern—said to be inspired by the plumage of the Great Crested Grebe—combined parallel serpentine lines with straight and angled lines, available in a variety of colours. These and other geometrically inspired patterns quickly inundated apparel and decor markets. DR built a vastly expanded Cambridge flagship store and opened new locations in New York in 1961 and 1964, and in San Francisco in 1965 fuelled in no small part by the fact that they remained the exclusive outlet for Marimekko in the United States. It is clear that Marimekko’s approach to pattern influenced designers and manufacturers across industries. Design historian Lesley Jackson demonstrates that Marimekko designs influenced or were emulated by numerous other companies across Scandinavia and beyond (72-78). The company’s influence grew to such an extent that some described it as a “conquest of the international market” (Hedqvist and Tarschys 150). Subsequent design-forward retailers such as IKEA and Crate and Barrel continue to look to Marimekko even today for modern design inspiration. In 2016 the mass-market retailer Target formed a design partnership with Marimekko to offer an expansive limited-edition line in their stores, numbering over two hundred items. So, despite the “Danish” misnomer, it is quite conceivable that designers working for or commissioned by Sears in 1968 may have taken their aesthetic cues from Marimekko’s booming work, demonstrating a clear understanding of the contemporary high design aesthetic of the time and coding the marketing rhetoric accordingly even if incorrectly. Conclusion The Sears catalogue plays a unique role in capturing cross-sections of American culture not only as a sales tool but also in Holland’s words as “a beautifully illustrated diary of America, it’s [sic] people and the way we thought about things” (1). Applying a rhetorical and material culture analysis to the catalogue and the objects within it provides a unique glimpse into the roles these objects played in mediating relationships, transmitting values and embodying social practices, tastes and beliefs of mid-century American consumers. Adult consumers familiar with the characteristics of the culture of “Good Design” potentially could have made a connection between the simplified geometric forms of the components of the toy tea set and say the work of modernist tableware designers such as Kaj Franck, or between the set’s graphic pattern and the modernist motifs of Marimekko and its imitators. But for a much broader segment of the population with a less direct understanding of modernist aesthetics, those connections may not have been immediately apparent. The rhetorical messaging behind the objects’ packaging and marketing used class and taste signifiers such as modern, contemporary and “Danish” to reinforce this connection to effect an emotional and aspirational appeal. These messages were coded to position the set as an effective transmitter of modernist values and to target parents with the ambition to create “appropriately modern” environments for their children. 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ExpositionPortland, Oregon (USA) has become known for an artisanal or ‘maker’ economy that relies on a resurgence of place specificity (Heying), primarily expressed and exported to a global audience in the notion of ‘Portland Made’ (Roy). Portland Made reveals a tension immanent in the notion of ‘place’: place is both here and not here, both real and imaginary. What emerges is a complicated picture of how place conceptually captures various intersections of materiality and mythology, aesthetics and economics. On the one hand, Portland Made represents the collective brand-identity used by Portland’s makers to signify a products’ material existence as handcrafted, place-embedded, and authentic. These characteristics lead to certain assumptions about the concept of ‘local’ (Marotta and Heying): what meaning does Portland Made convey, and how is such meaning distributed? On the other hand, the seemingly intentional embedding of place-specificity in objects meant for distribution far outside of Portland begs another type of question: how does Portland come to be discursively representative of these characteristics, and how are such representations distributed to global audiences? How does this global distribution and consumption of immaterial Portland feed back into the production of material Portland?To answer these questions we look to the realm of social media, specifically the popular image-based service Instagram. For the uninitiated, Instagram is a web-based social media service that allows pictures to be shared and seen by anyone that follows a person or business’ Instagram account. Actions include posting original photos (often taken and posted with a cell phone), ‘liking’ pictures, and ‘hash-tagging’ posts with trending terms that increase visibility. Instagram presents us with a complex view of place as both material and virtual, sometimes reifying and sometimes abstracting often-contradictory understandings of place specificity. Many makers use Instagram to promote their products to a broad audience and, in doing so, makers participate in the construction of Portland’s mythology. In this paper, we use empirical insights to theorise makers’ role in shaping and cultivating the virtual and material aspects of place. Additionally, we discuss how makers navigate the complex relationships tied to the importance of place in their specific cultural productions. In the first section, we develop the notion of a curated maker subjectivity. In the second section, we consider the relationship between subjectivity and place. Both sections emphasize how Instagram mediates the relationship between place and subjectivity. Through spotlighting particular literatures in each section, we attempt to fill a gap in the literature that addresses the relationship between subjectivity, place, and social media. Through this line of analysis, we attempt to better understand how and where Portland is made, along with the implications for Portland’s makers.ActionThe insights from this paper came to us inadvertently. While conducting fieldwork that interrogated ‘localism’ and how Portland makers conceptualise local, makers repeatedly discussed the importance of social media to their work. In our fieldwork, Instagram in particular has presented us with new opportunities to query the entanglements of real and virtual embedded in collective identifications with place. This paper draws from interviews conducted for two closely related research projects. The first examines maker ecosystems in three US cities, Portland, Chicago and New York (Doussard et. al.; Wolf-Powers and Levers). We drew from the Portland interviews (n=38) conducted for this project. The second research project is our multi-year examination of Portland’s maker community, where we have conducted interviews (n=48), two annual surveys of members of the Portland Made Collective (n=126 for 2014, n=338 for 2015) and numerous field observations. As will be evident below, our sample of makers includes small crafters and producers from a variety of ‘traditional’ sectors ranging from baking to carpentry to photography, all united by a common identification with the maker movement. Using insights from this trove of data as well as general observations of the changing artisan landscape of Portland, we address the question of how social media mediates the space between Portland as a material place and Portland as an imaginary place.Social Media, Subjectivity, and Authenticity In the post-Fordist era, creative self-enterprise and entrepreneurialism have been elevated to mythical status (Szeman), becoming especially important in the creative and digital industries. These industries have been characterized by contract based work (Neff, Wissinger, and Zukin; Storey, Salaman, and Platman), unstable employment (Hesmondhalgh and Baker), and the logic of flexible specialization (Duffy and Hund; Gill). In this context of hyper individualization and intense competition, creative workers and other entrepreneurs are increasingly pushed to strategically brand, curate, and project representational images of their subjectivity in order to secure new work (Gill), embody the values of the market (Banet-Weiser and Arzumanova), and take on commercial logics of authenticity (Duffy; Marwick and boyd). For example, Duffy and Hund explore how female fashion bloggers represent their branded persona, revealing three interrelated tropes typically used by bloggers: the destiny of passionate work; the presentation of a glam lifestyle; and carefully curated forms of social sharing. These curated tropes obscure the (unpaid) emotional and aesthetic labour (Hracs and Leslie), self-discipline, and capital required to run these blogs. Duffy and Hund also point out that this concealment is generative of particular mythologies about creative work, gender, race, and class. To this list we would add place; below, we will show the use of Instagram by Portland’s makers not only perpetuates particular mythologies about artisan labour and demands self-branding, but is also a spatial practice that is productive of place through the use of visual vernaculars that reflect a localized and globalized articulation of the social and physical milieu of Portland (Hjorth and Gu; Pike). Similar to many other artists and creative entrepreneurs (Pasquinelli and Sjöholm), Portland’s makers typically work long hours in order to produce high quality, unique goods at a volume that will afford them the ability to pay rent in Portland’s increasingly expensive central city neighbourhoods. Much of this work is done from the home: according to our survey of Portland Made Collective’s member firms, 40% consist of single entrepreneurs working from home. Despite being a part of a creative milieu that is constantly captured by the Portland ‘brand’, working long hours, alone, produces a sense of isolation, articulated well by this apparel maker:It’s very isolating working from home alone. [...] The other people I know are working from home, handmade people, I’ll post something, and it makes you realize we’re all sitting at home doing the exact same thing. We can’t all hang out because you gotta focus when you’re working, but when I’m like ugh, I just need a little break from the sewing machine for five minutes, I go on Instagram.This statement paints Instagram as a coping mechanism for the isolation of working alone from home, an important impetus for makers to use Instagram. This maker uses Instagram roughly two hours per workday to connect with other makers and to follow certain ‘trendsetters’ (many of whom also live in Portland). Following other makers allows the maker community to gauge where they are relative to other makers; one furniture maker told us that she was able to see where she should be going based on other makers that were slightly ahead of her, but she could also advise other makers that were slightly behind her. The effect is a sense of collaborative participation in the ‘scene’, which both alleviates the sense of isolation and helps makers gain legitimacy from others in their milieu. As we show below, this participation demands from makers a curative process of identity formation. Jacque Rancière’s intentional double meaning of the French term partage (the “distribution of the sensible”) creates space to frame curation in terms of the politics around “sharing in” and “sharing out” (Méchoulan). For Rancière, the curative aspect of communities (or scenes) reveals something inherently political about aesthetics: the politics of visibility on Instagram “revolve around what is seen and what can be said about it, who has the ability to see and the talent to speak, around the properties of space and the possibilities of time” (8-9). An integral part of the process of curating a particular identity to express over Instagram is reflected by who they follow or what they ‘like’ (a few makers mentioned the fact that they ‘like’ things strategically).Ultimately, makers need followers for their brand (product brand, self-brand, and place-brand), which requires makers to engage in a form of aesthetic labour through a curated articulation of who a maker is–their personal story, or what Duffy and Hund call “the destiny of passionate work”–and how that translates into what they make at the same time. These identities congeal over Instagram: one maker described this as a “circle of firms that are moving together.” Penetrating that circle by curating connections over Instagram is an important branding strategy.As a confections maker told us, strategically using hashtags and stylizing pictures to fit the trends is paramount. Doing these things effectively draws attention from other makers and trendsetters, and, as an apparel maker told us, getting even one influential trendsetter or blogger to follow them on Instagram can translate into huge influxes of attention (and sales) for their business. Furthermore, getting featured by an influential blogger or online magazine can yield instantaneous results. For instance, we spoke with an electronics accessories maker that had been featured in Gizmodo a few years prior, and the subsequent uptick in demand led him to hire over 20 new employees.The formulation of a ‘maker’ subjectivity reveals the underlying manner in which certain subjective characteristics are expressed while others remain hidden; expressing the wrong characteristics may subvert the ability for makers to establish themselves in the milieu. We asked a small Portland enterprise that documents the local maker scene about the process of curating an Instagram photo, especially curious about how they aesthetically frame ‘site visits’ at maker workspaces. We were somewhat surprised to hear that makers tend to “clean too much” ahead of a photo shoot; the photographer we spoke with told us that people want to see the space as it looks when it’s being worked in, when it’s a little messy. The photographer expressed an interest in accentuating the maker’s ‘individual understanding’ of the maker aesthetic; the framing and the lighting of each photo is meant to relay traces of the maker to potential consumers. The desire seems to be the expression and experience of ‘authenticity’, a desire that if captured correctly grants the maker a great deal of purchase in the field of Portland Made consumers. This is all to say that the curation of the workspaces is essential to the construction of the maker subjectivity and the Portland imaginary. Maker workshops are rendered as real places where real makers that belong to an authentic maker milieu produce authentic Portland goods that have a piece of Portland embedded within them (Molotch). Instagram is central in distributing that mythology to a global audience.At this point we can start to develop the relationship between maker subjectivity and place. Authenticity, in this context, appears to be tied to the product being both handmade and place-specific. As the curated imaginary of Portland matures, a growing dialogue emerges between makers and consumers of Portland Made (authentic) goods. This dialogue is a negotiated form of authority in which the maker claims authority while the consumer simultaneously confers authority. The aforementioned place-specificity signals a new layer of magic in regards to Portland’s distinctive position: would ‘making’ in any other place be generative of such authority? According to a number of our interviewees, being from Portland carries the assumption that Portland’s makers have a certain level of expertise that comes from being completely embedded in Portland’s creative scene. This complex interplay between real and virtual treats Portland’s imaginary as a concrete reality, preparing it for consumption by reinforcing the notion of an authoritative collective brand (Portland Made). One bicycle accessory maker claimed that the ability of Portland’s makers to access the Portland brand transmits credibility for makers of things associated with Portland, such as bikes, beer, and crafty goods. This perhaps explains why so many makers use Portland in the name of their company (e.g. Portland Razor Company) and why so many stamp their goods with ‘Made in Portland’.This, however, comes with an added set of expectations: the maker, again, is tasked with cultivating and performing a particular aesthetic in order to achieve legitimacy with their target audience, only this time it ends up being the dominant aesthetic associated with a specific place. For instance, the aforementioned bicycle accessory maker that we spoke with recalled an experience at a craft fair in which many of the consumers were less concerned with his prices than whether his goods were handmade in Portland. Without this legitimation, the good would not have the mysticism of Portland as a place locked within it. In this way, the authenticity of a place becomes metonymic (e.g. Portlandia), similar to how Detroit became known as ‘Motor City’. Portland’s particular authenticity is wrapped up in individuality, craftiness, creativity, and environmental conscientiousness, all things that makers in some way embed in their products (Molotch) and express in the photos on their Instagram feeds (Hjorth).(Social) Media, Place, and the Performance of Aesthetics In this section, we turn our attention to the relationship between subjectivity, place, and Instagram. Scholars have investigated how television production (Pramett), branding (Pike), and locative-based social media (Hjorth, Hjorth and Gu, Hjorth and Lim, Leszczynski) function as spatial practices. The practices affect and govern experiences and interactions with space, thereby generating spatial hybridity (de Souza e Silva). McQuire, for example, investigates the historical formation of the ‘media city’, demonstrating how various media technologies have become interconnected with the architectural structures of the city. Pramett expands on this analysis of media representations of cities by interrogating how media production acts as a spatial practice that produces and governs contested urban spaces, the people in those spaces, and the habitus of the place, forming what she dubs the “media neighbourhood.” The media neighbourhood becomes ordered by the constant opportunities for neighbourhood residents to be involved in media production; residents must navigate and interact with local space as though they may be captured on film or asked to work in the background production at any moment. These material (on site shooting and local hiring practices) and immaterial (textual, musical, and visual representations of a city) production practices become exploitative, extracting value from a place for media industries and developers that capitalize on a place’s popular imaginary.McQuire’s media city and Pramett’s media neighbourhood help us understand the embeddedness of (social) media in the material landscapes of Portland. Over the past few years, Portland has begun experiencing new flows of tourists and migrants–we should note that more than a few makers mentioned in interviews that they moved to Portland in order to become makers–expecting to find what they see on Instagram overlaid materially on the city itself. And indeed, they do: ‘vibrant’ neighbourhood districts such as Alberta Arts, Belmont, Mississippi, Hawthorne, Northwest 23rd, and downtown Portland’s rebranded ‘West End’ are all increasingly full of colourful boutiques that express maker aesthetics and sell local maker goods. Not only do the goods and boutiques need to exemplify these aesthetic qualities, but the makers and the workspaces from which these goods come from, need to fit that aesthetic.The maker subjectivity is developed through the navigation of both real and virtual experiences that contour the social performance of a ‘maker aesthetic’. This aesthetic has become increasingly socially consumed, a trend especially visible on Instagram: as a point of reference, there are at least four Portland-based ‘foodies’ that have over 80,000 followers on Instagram. One visible result of this curated and performed subjectivity and the place-brand it captures is the physical transformation of Portland: (material) space has become a surface onto which the (virtual) Instagram/maker aesthetic is being inscribed, a stage on which the maker aesthetic is performed. The material and immaterial are interwoven into a dramaturgy that gives space a certain set of meanings oriented toward creativity, quirkiness, and consumption. Meanings cultivated over Instagram, then, become productive of meaning in place. These meanings are consumed by thousands of tourists and newly minted Portlanders, as images of people posing in front of Portland’s hipster institutions (such as Salt & Straw or Voodoo Donuts) are captured on iPhones and redistributed back across Instagram for the world to experience. Perhaps this is why Tokyo now has an outpost of Portland’s Blue Star Donuts or why Red Hook (Brooklyn) has its own version of Portland’s Pok Pok. One designer/maker, who had recently relocated to Portland, captured the popular imaginary of Portland in this conversation:Maker: People in Brooklyn love the idea that it came from Portland. People in Seattle love it; people in the Midwest love that it came from Portland right now, because Portland’s like the thing.Interviewer: What does that mean, what does it embody?Maker: They know that it’s local, it like, they know that maker thing is there, it’s in Portland, that they know it’s organic to Portland, it’s local to Portland, there’s this crazy movement that you hear throughout the United States about–Interviewer: So people are getting a piece of that?Maker: Yeah.For us, the dialogical relationship between material and immaterial has never been more entangled. Instagram is one way that makers might control the gap between fragmentation and belonging (i.e. to a particular community or milieu), although in the process they are confronted with an aesthetic distribution that is productive of a mythological sense of place that social media seems to produce, distribute, and consume so effectively. In the era of social media, where sense of place is so quickly transmitted, cities can come to represent a sense of collective identity, and that identity might in turn be distributed across its material landscape.DenouementThrough every wrench turn, every stitching of fabric, every boutique opening, and every Instagram post, makers actively produce Portland as both a local and global place. Portland is constructed through the material and virtual interactions makers engage in, both cultivating and framing everyday interactions in space and ideas held about place. In the first section, we focused on the curation of a maker aesthetic and the development of the maker subjectivity mediated through Instagram. The second section attempted to better understand how those aesthetic performances on Instagram become imprinted on urban space and how these inscriptions feedback to global audiences. Taken together, these performances reveal the complex undertaking that makers adopt in branding their goods as Portland Made. In addition, we hope to have shown the complex entanglements between space and place, production and consumption, and ‘here’ and ‘not here’ that are enrolled in value production at the nexus of place-brand generation.Our investigation opens the door to another, perhaps more problematic set of interrogations which are beyond the scope of this paper. In particular, and especially in consideration of Portland’s gentrification crisis, we see two related sets of displacements as necessary of further interrogation. First, as we answer the question of where Portland is made, we acknowledge that the capturing of Portland Made as a brand perpetuates a process of displacement and “spatio-subjective” regulation that both reflects and reproduces spatial rationalizations (Williams and Dourish). This dis-place-ment renders particular neighbourhoods and populations within Portland, specifically ethnic minorities and the outer edges of the metropolitan area, invisible or superfluous to the city’s imaginary. Portland, as presented by makers through their Instagram accounts, conceals the city’s “power geometries” (Massey) and ignores the broader social context Portland exists in, while perpetuating the exclusion of ethnic minorities from the conversation about what else is made in Portland.Second, as Portland Made has become virtually representative of a deepening connection between makers and place, the performance of such aesthetic labour has left makers to navigate a process that increasingly leads to their own estrangement from the very place they have a hand in creating. This process reveals an absurdity: makers are making the very thing that displaces them. The cultivation of the maker milieu attracts companies, in-movers, and tourists to Portland, thus creating a tight real estate market and driving up property values. Living and working in Portland is increasingly difficult for makers, epitomized by the recent sale and eviction of approximately 500 makers from the Town Storage facility (Hammill). Additionally, industrial space in the city is increasingly coveted by tech firms, and competition over such space is being complicated by looming zoning changes in Portland’s new comprehensive plan.Our conclusions suggest additional research is needed to understand the relationship(s) between such aesthetic performance and various forms of displacement, but we also suggest attention to the global reach of such dynamics: how is Portland’s maker ecosystem connected to the global maker community over social media, and how is space shaped differentially in other places despite a seemingly homogenizing maker aesthetic? 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0. IntroductionIf we follow the line of much literature surrounding airports and urban mobility, the emphasis often falls on the fact that these spaces are designed to handle the mega-scale and super-human pace of mass transit. Airports have rightly been associated with velocity, as zones of rapid movement managed by enormous processing systems that guide bodies and things in transit (Pascoe; Pearman; Koolhaas; Gordon; Fuller & Harley). Yet this emphasis tends to ignore the spectrum of tempos and flows that are at play in airport terminals — from stillness to the much exalted hyper-rapidity of mobilized publics in the go-go world of commercial aviation.In this photo essay I'd like to pull a different thread and ask whether it's possible to think of aeromobility in terms of “uneven, differential mobility” (Bissell 280). What would it mean to consider waiting and stillness as forms of bodily engagement operating over a number of different scales and temporalities of movement and anticipation, without privileging speed over stillness? Instead of thinking mobility and stillness as diametrically opposed, can we instead conceive of them as occupying a number of different spatio-temporal registers in a dynamic range of mobility? The following is a provisional "visual ethnography" constructed from photographs of air terminal light boxes I have taken over the last five years (in Amsterdam, London, Chicago, Frankfurt, and Miami). Arranged into a "taxonomy of differentiality", each of these images comes from a slightly different angle, mode or directionality. Each view of these still images displayed in billboard-scale light-emitting devices suggests that there are multiple dimensions of visuality and bodily experience at play in these image-objects. The airport is characterized by an abundance of what appears to be empty space. This may be due to the sheer scale of mass transport, but it also arises from a system of active and non-active zones located throughout contemporary terminals. This photo series emphasises the "emptiness" of these overlooked left-over spaces that result from demands of circulation and construction.1. We Move the WorldTo many travellers, airport gate lounges and their surrounding facilities are loaded with a variety of contradictory associations and affects. Their open warehouse banality and hard industrial sterility tune our bodies to the vast technical and commercial systems that are imbricated through almost every aspect of contemporary everyday life.Here at the departure gate the traveller's body comes to a moment's rest. They are granted a short respite from the anxious routines of check in, body scans, security, information processing, passport scanning, itineraries, boarding procedures and wayfaring the terminal. The landside processing system deposits them at this penultimate point before final propulsion into the invisible airways that pipe them into their destination. We hear the broadcasting of boarding times, check-in times, name's of people that break them away from stillness, forcing people to move, to re-arrange themselves, or to hurry up. Along the way the passenger encounters a variety of techno-spatial experiences that sit at odds with the overriding discourse of velocity, speed and efficiency that lie at the centre of our social understanding of air travel. The airline's phantasmagorical projections of itself as guarantor and enabler of mass mobilities coincides uncomfortably with the passenger's own wish-fulfilment of escape and freedom.In this we can agree with the designer Bruce Mau when he suggests that these projection systems, comprised of "openings of every sort — in schedules, in urban space, on clothes, in events, on objects, in sightlines — are all inscribed with the logic of the market” (Mau 7). The advertising slogans and images everywhere communicate the dual concept that the aviation industry can deliver the world to us on time while simultaneously porting us to any part of the world still willing to accept Diners, VISA or American Express. At each point along the way these openings exhort us to stop, to wait in line, to sit still or to be patient. The weird geographies depicted by the light boxes appear like interpenetrating holes in space and time. These travel portals are strangely still, and only activated by the impending promise of movement.Be still and relax. Your destination is on its way. 2. Attentive AttentionAlongside the panoramic widescreen windows that frame the choreography of the tarmac and flight paths outside, appear luminous advertising light boxes. Snapped tightly to grid and locked into strategic sightlines and thoroughfares, these wall pieces are filled with a rotating menu of contemporary airport haiku and ersatz Swiss graphic design.Mechanically conditioned air pumped out of massive tubes creates the atmosphere for a very particular amalgam of daylight, tungsten, and fluorescent light waves. Low-oxygen-emitting indoor plants are no match for the diesel-powered plant rooms that maintain the constant flow of air to every nook and cranny of this massive processing machine. As Rem Koolhaas puts it, "air conditioning has launched the endless building. If architecture separates buildings, air conditioning unites them" (Koolhaas). In Koolhaas's lingo, these are complex "junkspaces" unifying, colliding and coalescing a number of different circulatory systems, temporalities and mobilities.Gillian Fuller reminds us there is a lot of stopping and going and stopping in the global circulatory system typified by air-terminal-space.From the packing of clothes in fixed containers to strapping your belt – tight and low – stillness and all its requisite activities, technologies and behaviours are fundamental to the ‘flow’ architectures that organize the motion of the globalizing multitudes of today (Fuller, "Store" 63). It is precisely this functional stillness organised around the protocols of store and forward that typifies digital systems, the packet switching of network cultures and the junkspace of airports alike.In these zones of transparency where everything is on view, the illuminated windows so proudly brought to us by J C Decaux flash forward to some idealized moment in the future. In this anticipatory moment, the passenger's every fantasy of in-flight service is attended to. The ultimate in attentiveness (think dimmed lights, soft pillows and comfy blankets), this still image is captured from an improbable future suspended behind the plywood and steel seating available in the moment —more reminiscent of park benches in public parks than the silver-service imagined for the discerning traveller.3. We Know ChicagoSelf-motion is itself a demonstration against the earth-binding weight of gravity. If we climb or fly, our defiance is greater (Appleyard 180).The commercial universe of phones, cameras, computer network software, financial instruments, and an array of fancy new gadgets floating in the middle of semi-forgotten transit spaces constitutes a singular interconnected commercial organism. The immense singularity of these claims to knowledge and power loom solemnly before us asserting their rights in the Esperanto of "exclusive rollover minutes", "nationwide long distance", "no roaming charges" and insider local knowledge. The connective tissue that joins one part of the terminal to a commercial centre in downtown Chicago is peeled away, revealing techno-veins and tendrils reaching to the sky. It's a graphic view that offers none of the spectacular openness and flights of fancy associated with the transit lounges located on the departure piers and satellites. Along these circulatory ribbons we experience the still photography and the designer's arrangement of type to attract the eye and lure the body. The blobby diagonals of the telco's logo blend seamlessly with the skyscraper's ribbons of steel, structural exoskeleton and wireless telecommunication cloud.In this plastinated anatomy, the various layers of commercially available techno-space stretch out before the traveller. Here we have no access to the two-way vistas made possible by the gigantic transparent tube structures of the contemporary air terminal. Waiting within the less travelled zones of the circulatory system we find ourselves suspended within the animating system itself. In these arteries and capillaries the flow is spread out and comes close to a halt in the figure of the graphic logo. We know Chicago is connected to us.In the digital logic of packet switching and network effects, there is no reason to privilege the go over the stop, the moving over the waiting. These light box portals do not mirror our bodies, almost at a complete standstill now. Instead they echo the commercial product world that they seek to transfuse us into. What emerges is a new kind of relational aesthetics that speaks to the complex corporeal, temporal, and architectural dimensions of stillness and movement in transit zones: like "a game, whose forms, patterns and functions develop and evolve according to periods and social contexts” (Bourriaud 11). 4. Machine in the CaféIs there a possible line of investigation suggested by the fact that sound waves become visible on the fuselage of jet planes just before they break the sound barrier? Does this suggest that the various human senses are translatable one into the other at various intensities (McLuhan 180)?Here, the technological imaginary contrasts itself with the techno alfresco dining area enclosed safely behind plate glass. Inside the cafes and bars, the best businesses in the world roll out their biggest guns to demonstrate the power, speed and scale of their network coverage (Remmele). The glass windows and light boxes "have the power to arrest a crowd around a commodity, corralling them in chic bars overlooking the runway as they wait for their call, but also guiding them where to go next" (Fuller, "Welcome" 164). The big bulbous plane sits plump in its hangar — no sound barriers broken here. It reassures us that our vehicle is somewhere there in the network, resting at its STOP before its GO. Peeking through the glass wall and sharing a meal with us, this interpenetrative transparency simultaneously joins and separates two planar dimensions — machinic perfection on one hand, organic growth and death on the other (Rowe and Slutsky; Fuller, "Welcome").Bruce Mau is typical in suggesting that the commanding problem of the twentieth century was speed, represented by the infamous image of a US Navy Hornet fighter breaking the sound barrier in a puff of smoke and cloud. It has worked its way into every aspect of the design experience, manufacturing, computation and transport.But speed masks more than it reveals. The most pressing problem facing designers and citizens alike is growth — from the unsustainable logic of infinite growth in GDP to the relentless application of Moore's Law to the digital networks and devices that define contemporary society in the first world. The shift of emphasis from speed to growth as a time-based event with breaking points and moments of rupture has generated new possibilities. "Growth is nonlinear and unpredictable ... Few of us are ready to admit that growth is constantly shadowed by its constitutive opposite, that is equal partners with death” (Mau 497).If speed in part represents a flight from death (Virilio), growth invokes its biological necessity. In his classic study of the persistence of the pastoral imagination in technological America, The Machine in the Garden, Leo Marx charted the urge to idealize rural environments at the advent of an urban industrialised America. The very idea of "the flight from the city" can be understood as a response to the onslaught of technological society and it's deathly shadow. Against the murderous capacity of technological society stood the pastoral ideal, "incorporated in a powerful metaphor of contradiction — a way of ordering meaning and value that clarifies our situation today" (Marx 4). 5. Windows at 35,000 FeetIf waiting and stillness are active forms of bodily engagement, we need to consider the different layers of motion and anticipation embedded in the apprehension of these luminous black-box windows. In The Virtual Window, Anne Friedberg notes that the Old Norse derivation of the word window “emphasizes the etymological root of the eye, open to the wind. The window aperture provides ventilation for the eye” (103).The virtual windows we are considering here evoke notions of view and shelter, open air and sealed protection, both separation from and connection to the outside. These windows to nowhere allow two distinct visual/spatial dimensions to interface, immediately making the visual field more complex and fragmented. Always simultaneously operating on at least two distinct fields, windows-within-windows provide a specialized mode of spatial and temporal navigation. As Gyorgy Kepes suggested in the 1940s, the transparency of windows "implies more than an optical characteristic; it implies a broader spatial order. Transparency means a simultaneous perception of different spatial locations" (Kepes 77).The first windows in the world were openings in walls, without glass and designed to allow air and light to fill the architectural structure. Shutters were fitted to control air flow, moderate light and to enclose the space completely. It was not until the emergence of glass technologies (especially in Holland, home of plate glass for the display of commercial products) that shielding and protection also allowed for unhindered views (by way of transparent glass). This gives rise to the thesis that windows are part of a longstanding architectural/technological system that moderates the dual functions of transparency and separation. With windows, multi-dimensional planes and temporalities can exist in the same time and space — hence a singular point of experience is layered with many other dimensions. Transparency and luminosity "ceases to be that which is perfectly clear and becomes instead that which is clearly ambiguous" (Rowe and Slutsky 45). The light box air-portals necessitate a constant fluctuation and remediation that is at once multi-planar, transparent and "hard to read". They are informatic.From holes in the wall to power lunch at 35,000 feet, windows shape the manner in which light, information, sights, smells, temperature and so on are modulated in society. "By allowing the outside in and the inside out, [they] enable cosmos and construction to innocently, transparently, converge" (Fuller, "Welcome" 163). Laptop, phone, PDA and light box point to the differential mobilities within a matrix that traverses multiple modes of transparency and separation, rest and flight, stillness and speed.6. Can You Feel It?Increasingly the whole world has come to smell alike: gasoline, detergents, plumbing, and junk foods coalesce into the catholic smog of our age (Illich 47).In these forlorn corners of mobile consumption, the dynamic of circulation simultaneously slows and opens out. The surfaces of inscription implore us to see them at precisely the moment we feel unseen, unguided and off-camera. Can you see it, can you feel it, can you imagine the unimaginable, all available to us on demand? Expectation and anticipation give us something to look forward to, but we're not sure we want what's on offer.Air travel radicalizes the separation of the air traveller from ground at one instance and from the atmosphere at another. Air, light, temperature and smell are all screened out or technologically created by the terminal plant and infrastructure. The closer the traveller moves towards stillness, the greater the engagement with senses that may have been ignored by the primacy of the visual in so much of this circulatory space. Smell, hunger, tiredness, cold and hardness cannot be screened out.In this sense, the airplanes we board are terminal extensions, flying air-conditioned towers or groundscrapers jet-propelled into highways of the air. Floating above the horizon, immersed in a set of logistically ordained trajectories and pressurized bubbles, we look out the window and don't see much at all. Whatever we do see, it's probably on the screen in front of us which disconnects us from one space-time-velocity at the same time that it plugs us into another set of relations. As Koolhaas says, junkspace is "held together not by structure, but by skin, like a bubble" (Koolhaas). In these distended bubbles, the traveler momentarily occupies an uncommon transit space where stillness is privileged and velocity is minimized. The traveler's body itself is "engaged in and enacting a whole kaleidoscope of different everyday practices and forms" during the course of this less-harried navigation (Bissell 282).7. Elevator MusicsThe imaginary wheel of the kaleidoscope spins to reveal a waiting body-double occupying the projected territory of what appears to be a fashionable Miami. She's just beyond our reach, but beside her lies a portal to another dimension of the terminal's vascular system.Elevators and the networks of shafts and vents that house them, are to our buildings like veins and arteries to the body — conduits that permeate and structure the spaces of our lives while still remaining separate from the fixity of the happenings around them (Garfinkel 175). The terminal space contains a number of apparent cul-de-sacs and escape routes. Though there's no background music piped in here, another soundtrack can be heard. The Muzak corporation may douse the interior of the elevator with its own proprietary aural cologne, but at this juncture the soundscape is more "open". This functional shifting of sound from figure to ground encourages peripheral hearing, providing "an illusion of distended time", sonically separated from the continuous hum of "generators, ventilation systems and low-frequency electrical lighting" (Lanza 43).There is another dimension to this acoustic realm: “The mobile ecouteur contracts the flows of information that are supposed to keep bodies usefully and efficiently moving around ... and that turn them into functions of information flows — the speedy courier, the networking executive on a mobile phone, the scanning eyes of the consumer” (Munster 18).An elevator is a grave says an old inspector's maxim, and according to others, a mechanism to cross from one world to another. Even the quintessential near death experience with its movement down a long illuminated tunnel, Garfinkel reminds us, “is not unlike the sensation of movement we experience, or imagine, in a long swift elevator ride” (Garfinkel 191).8. States of SuspensionThe suspended figure on the screen occupies an impossible pose in an impossible space: half falling, half resting, an anti-angel for today's weary air traveller. But it's the same impossible space revealed by the airport and bundled up in the experience of flight. After all, the dimension this figures exists in — witness the amount of activity in his suspension — is almost like a black hole with the surrounding universe collapsing into it. The figure is crammed into the light box uncomfortably like passengers in the plane, and yet occupies a position that does not exist in the Cartesian universe.We return to the glossy language of advertising, its promise of the external world of places and products delivered to us by the image and the network of travel. (Remmele) Here we can go beyond Virilio's vanishing point, that radical reversibility where inside and outside coincide. Since everybody has already reached their destination, for Virilio it has become completely pointless to leave: "the inertia that undermines your corporeity also undermines the GLOBAL and the LOCAL; but also, just as much, the MOBILE and the IMMOBILE” (Virilio 123; emphasis in original).In this clinical corner of stainless steel, glass bricks and exit signs hangs an animated suspension that articulates the convergence of a multitude of differentials in one image. 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