Journal articles on the topic 'Jewish television producers and directors'

First Nations content on commercial Australian television drama is rare and First Nations content makers rarely produce the content we see. Despite a lack of presence on commercial drama platforms there has been, and continues to be, a rich array of First Nations content on Australian public broadcast networks. Content analysis by Screen Australia, the Federal Government agency charged with supporting Australian screen development, production and promotion, aggregates information across the commercial and non-commercial (public broadcasting) platforms which dilutes the non-commercial output. The research presented in this article focused on the systemic processes of commercial Australian television drama production to provide a detailed analysis of the disparity of First Nations content between commercial and non-commercial television. The study engaged with First Nations and non-Indigenous Australian writers, directors, producers, casting agents, casting directors, heads of production, executive producers, broadcast journalists, former channel managers and independent production company executive directors—all exemplars in their fields—to interrogate production processes, script to screen, contributing to inclusion or exclusion of First Nations content in commercial television drama. Our engagement with industry revealed barriers to the inclusion of First Nations stories, and First Nations storytelling, occurring across multiple stages of commercial Australian television drama production.

Broadcast journalism writing and reporting classes are designed to help students develop writing skills for multiple platforms, but many television news professionals think student writing and other necessary skills for the industry need improvement. Television news anchors, reporters, producers, and news directors who completed an online survey found many students need improvement in areas including writing skills, finding story ideas, storytelling, and writing to deadline. Survey participants also identified the need for robust internships and instructors with relevant skills and training. The purpose of this essay is to explore the survey comments which offer suggestions for both the academy and industry to improve multimedia student outcomes.

Abstract The appearance of Hanna Bloch Kohner on a 1953 episode of the series This Is Your Life is among the earliest presentations of a Holocaust survivor's personal history on American television. Analysis of the program explores how television—a collaborative, corporate medium—shapes the telling of an individual's life story, and how the program relates the story of the Holocaust in terms of personal history. The article also examines how the program's producers employed television's distinctive characteristics to enable, limit, or otherwise shape the presentation of the Holocaust, and how the episode indicates that its creators understood its subject as being somehow singular, even as the conceptualization of the Holocaust was emerging, before the term Holocaust entered American public discourse. The article also considers how the program reflects the social and political context of post-World War II America in general and postwar American Jewish life in particular. Finally, the article considers how analysis of this program offers insight into other, later presentations of the Holocaust on American television, especially those dealing with the life story of an individual survivor. (Yiddish Studies/Jewish ethnology)

Bertolt Brecht's dramaturgy was as influential upon the development of British drama on television between the 1950s and the 1970s as it was in the theatre. His influence was made manifest through the work of writers, directors and producers such as Tony Garnett, Ken Loach, John McGrath and Dennis Potter, whose attempts to create original Brechtian forms of television drama were reflected in the frequent reference to Brecht in contemporary debate concerning the political and aesthetic direction and value of television drama. While this discussion has been framed thus far around how Brechtian techniques and theory were applied to the newer media of television, this article examines these arguments from another perspective. Through detailed analysis of a 1964 BBC production of The Life of Galileo, I assess how the primary, canonical sources of Brecht's stage plays were realised on television during this period, locating Brecht's drama in the wider context of British television drama in general during the 1960s and 1970s. I pay particular attention to the use of the television studio as a site that could replicate or reinvent the theatrical space of the stage, and the responsiveness of the television audience towards Brechtian dramaturgy.

Artikkelin tavoitteena on kuvata televisioalan tekijöiden näkemyksiä laatukriteereistä sekä sitä, millaisia lajityypit ylittäviä laatukriteereitä löytyy audiovisuaalisella alalla. Aineisto on koottu Yhdysvalloissa ja Suomessa haastattelemalla alan ammattilaisia, jotka toimivat tuottajina, ohjaajina, kouluttajina tai johtavissa asemissa palkintojärjestöissä.Analyysi on toteutettu fenomenografisesti. Laatukeskustelun ja televisio-ohjelmien keskinäisen vertailun tuloksena nousi esiin kolme lajityypit ylittävää laatukriteeriryhmää. Nämä ryhmät ovat 1) ammattitaito, 2) vaikutus ja 3) suosio.Avainsanat: laatu, televisiotuotanto, televisiotutkimus, lajityyppi, fenomenografiaQuality in Television Across Genres: Views on Criteria of Quality Amongst Television ProfessionalsThe aim of this article is to explore criteria of quality in the views of professionals in the field of television and what kind of criteria of quality across genre can be found in the audiovisual field. Data has been compiled in the United States and Finland by interviewing professionals in the field of television, who act as producers, directors, educators or in leading positions in award organizations, such as Peabody- and Emmy Awards.The analysis has been carried out phenomenographically. As a result of the quality discussion and the mutual comparison of television programs, three groups of quality criteria exceeding the genres emerged. These groups are 1) professionalism, 2) impact, and 3) popularity.Keywords: quality, genre, television production, television research, phenomenography

This article explores the adaptation of the original film to television and how a strain of art or independent cinema contributed to the development of the first series of Fargo (2014–present). By making this comparison, the transition to television of the storyworld established by the Coen brothers raises questions about who is talking in the TV drama – the Coens or makers of the series. At the same time, Fargo can be more easily explained and understood as a strategy by writers, directors and producers that further complicate ideas to do with Noah Hawley, as its showrunner and the show’s single-author status. In Fargo, fidelity to the Coen brothers as a testament to the memory of the original film is set against questions about the reliability of storytelling using complex imagery. By alternating between different levels of narration signified by its stylistic tonal qualities, Fargo succeeds in producing multiple meanings, representations and effects that call attention to textual pleasures in the complex television series.

In this article, I discuss the various issues that have prompted select creators such as writers, directors, actors, producers and casting agents to focus their creative energies on Internet-based content. The article’s main findings illustrate that because a growing segment of Indian content, new media practitioners are disillusioned by the programming and industrial practices of television, they increasingly embrace digital delivery platforms as the preferred outlets for their creative expressions. By drawing from critical media industry studies framework, the aim of this research is to examine the everyday practices of content creators and compare the formal and aesthetic qualities of their textual artefacts, as these professionals navigate the larger structural tensions between television and Internet in India. The article marshals evidence based on qualitative interviews, trade press, and news articles to suggest that the television industry’s production culture discourages creators from seeking meaningful work and instead look for opportunities on the Internet.

This article delivers preliminary findings from a series of interviews with Australian migrant producers, directors and writers. With the increasing calls for diversity in the media generally, and on television screens specifically from a wide range of stakeholders (institutions like Screen Australia, advocacy groups and high-profile media personnel of colour), there is ample empirical evidence that our public and commercial broadcasters have a long way to go in terms of ‘reflecting’ contemporary Australia. There is also more emphasis on institutionalised strategies, and looking towards overseas models to make this happen. Using the discourses of official and everyday multiculturalism, this article unpacks what it means to ‘reflect reality’, versus the meaning of various kinds of aspirational content, especially in drama and comedy. Such an analysis is crucial to understand the value of diversity beyond the simplistic rationale of ‘reflection’, and particularly in a changing mediascape.

Given the state sponsorship of film production in Germany, this article examines general mechanisms in the formation of meaning in German filmmaking. With reference to Schimank’s framework of agent–structure dynamics and based on a constructivist understanding of the world, the results of 97 expert interviews with screenwriters, directors, producers, distributors, cinema theatre operators, funding representatives and public television editors, as well as document analyses, show that the medium’s construction of reality is anything but unconditioned. On the contrary, due to the fundamental role of film funding and public television in the agent constellations intertwined with social structures that shape the film production process in Germany, the medium’s key communicators are confronted with expectations that go far beyond economic parameters. More precisely, the article reveals that German filmmaking reflects a political dimension, and expresses hierarchies and constraints that prompt struggles for legitimate meaning and challenge any autonomous practice in the field.

Abstract This article presents a case study of Lockdown, an anthology series developed by two production companies under strict COVID restrictions in Flanders, centred on a prison visiting space. Every episode is written and directed by different screenwriters and directors. The case study clearly shows how a combination of creativity of Flemish independent producers, a felt need to counter the damaging effects of COVID on Flemish audio-visual industries, and the need to produce under strict hygienic and social distancing rules, resulted in a unique creative concept, that, ironically, might not have been achievable under normal circumstances. The analysis shows that the smallness of the Flemish market, which over the past decades resulted in an industry dynamism characterized by improvisation, voluntarism, high dependency on collaboration and short term financial planning, is precisely what might have provided the ideal backdrop for the production of this unique series.

This article investigates the professional identities of key members of the television production teams that cooperate with volunteer citizens. The data is derived from production ethnographies conducted during three Finnish reality and documentary productions over the 2015‐18 period, which included reflective interviews with scriptwriter-directors, operating producers and a key cinematographer. In the productions utilizing volunteers as storytellers, the professionals focused on building multivocal television narration, which offered amateur presenters valuable opportunities to address the audience. In doing so, the professionals drew on their craft skills and gladly resorted to broad job descriptions and reciprocal teamwork. At the same time, they took the lead in planning the programme entirely and used production tools to control their communication with amateurs. However, in their reflections, the professionals also expressed uncertainty about many obstacles and tensions in selecting and encountering ordinary people. According to the activity theory, the television production staff’s professional development has to be built on the relevant strata of their current skills. The professionals’ identified interest in building multivocal content forms the basis for rejuvenating the entire production process towards co-creation, to take optimal advantage of the way regular citizens make sense.

The present paper assesses the “content” and “role” of intrinsic motivation during the creative production process. Based on semi-structured interviews with 16 light-entertainment television producers-directors in South Korea, it was observed that intrinsic motivation towards creative work included a desire to maintain enjoyment from such activities. Enjoyment was classified into two types: enjoyment based on job expectations and enjoyment based on the actualization of individual creative ambitions. Additionally, intrinsic motivation tended to provide a strong buffer against unfavourable working conditions that resulted from market principles (viewership ratings), economic stability, and work-life balance. Overall, the present results suggest that creative workers’ tendencies to endure various undesirable working conditions are based on a strong intrinsic motivation to maintain enjoyment from their career.

Abstract This article examines the career of the Polish film producer Maria Hirszbein (1889–1939/1942) in relation to the development of interwar Polish cinema, including Yiddish films, and the modern idea of a “New Woman.” Investigating Hirszbein's activities as the successful manager of her company, Leo-Film, and as cofounder and member of the Polish film producers’ unions, the article explores her professional accomplishments and innovative work style, which was based on teamwork and promoting young, talented actors, creative directors, and screenwriters sensitive to social issues. In reconstructing Hirszbein's professional biography, the text combines different sources such as press reports, film reviews, photographs from the collection of the Polish National Film Archive (FINA), and data collected by the Institute of Jewish History in Warsaw.

The television screen has increasingly come to serve as a complex threshold for images of blackness across genres. What could be termed “televisual reparations,” therefore, emphasizes the medium's attempts to address the paradox of black “unfreedom” and provide redress for continuing race-related grievances, especially those connected to histories of violence. Such televisual acts of reparation occur at the levels of television industry, text, and audience. The industry maintains a tenuous commitment to provide opportunities for African American producers, writers, directors, and actors to the degree that such practice continues to be helpful to the reputation of the medium as well as profitable. The programming created often comments on civil rights by mobilizing references to the past of racial injustice in a variety of imaginative ways. Reparations, in this way, underscore how blackness comes to be televisually transmitted to audiences through the realm of spirits—spirits that come to resonate with viewers and call forth engagement with, and response to, representations of black mortality in the afterlife of slavery.

As a cultural institution of national and global significance, the British Academy of Film and Television Arts (BAFTA) is notably absent from existing scholarship on the media industries. More importantly, BAFTA's role as an independent arts charity set up by the industry to support and develop new talent is often overlooked. Instead, references to BAFTA made by media and film scholars most frequently take the form of footnotes or digressions that detail particular awards or nominations. Drawing on a range of archival sources, including BAFTA's own records, we address this significant omission within existing scholarship on the British cultural and creative industries. In particular, we examine the period 1947–68, focusing on the 1958 merger of the British Film Academy with the Guild of Television Producers and Directors to form a new institution, known as the Society of Film and Television Arts (SFTA, later renamed BAFTA). This was achieved despite the well-documented tensions existing between the two industries throughout the period, which we identify and analyse within this historical context. We argue that a crucial factor driving the 1958 merger was the desire to develop quality training schemes across both industries. This, in turn, was partly enabled by an egalitarian turn in post-war British society towards the development of greater social equality and mobility. In reconstructing these events, we therefore interrogate and reassess the role played by this key national institution on the development of the creative and cultural industries, offering an expansion and revision of scholarship on media histories of post-war Britain.

The term Cantopop is used by scholars to describe Cantonese popular songs developed in Hong Kong during the early 1970s. The rise and development of the genre was not cultivated by music programmes or variety shows but by Cantonese TV drama culture and the competition between different channels in the 1970s. Footage of early 1970s shows indicates that cover versions of English popular songs were initially more prominent than Cantopop in these programmes. Producers and music directors introduced the genre to television by tailor-making Cantonese theme songs based on the characters and stories of TV dramas. By doing so, Cantopop emerged as an effective tool for promoting TV dramas. In this way, and benefitting from the success of Cantonese TV dramas, Cantopop gradually became accepted as one of the mainstream genres in TV culture.

The paper defined saturation of an insert product placement as a part of marketing communication. Product placement is known as a modern tool of marketing communication and so that product placement and its types and forms are not so casual used in the Czech Republic as in other parts of the world. The mentioned issues are explained from the perspectives of three groups: TV studios experts, directors and producers and other experts (media agencies and advertisers). Types and forms of this marketing communication tool as well as options of its utilization are also mentioned in the paper.The Czech Republic market where product placement occurs is very small - only few television companies. The primary aim of the paper is to identify the intensity of two essential areas expressing product placement using - natural (non-invasive) insert and contrived (invasive) insert. Moreover, conflicting interests of the interested parties (advertiser - ordering party, producer and television) are observed in the paper too. The last issue discussed in this paper is to what extent the degree of product placement implementation can affect the script and what impact on quality and specifics of an audiovisual work can this script modification have.

Abstract This article engages the metaphor of showrunner as auteur to examine freedom of expression in television. News articles offer the metaphor of showrunner as auteur, with Hollywood journalists discussing the writer-producers of the new Golden Age of Television. Media convergence, including cable and digital technologies, has disrupted traditional TV organisations and power brokers, bringing about a renaissance. Jenkins (2006) challenges scholars to see media convergence in terms of voice and participation, rather than technology. Following Jenkins, this study engages auteur theory, and Marshall McLuhan’s analysis of the medium and the message, to better understand TV showrunners. Critical insights from Marx and Bourdieu are considered with regard to the interplay of cultural and economic forces. The analysis compares earlier film directors-Jim Jarmusch and the Coen Brothers-with showrunners of the cable and digital era, including David Chase, the Wachowskis, David Benioff, and Diablo Cody. Because of disruptive technologies, TV showrunners are able to break free from media restraints and bridge the culture/economy binary that structures TV as a field of production. No longer bound by broadcast censorship and scheduled programming, TV showrunners are producing shows that express their signature messages, transforming TV into a cinematic experience.

The pervasiveness of gender inequality in the media and entertainment industry has become an issue of growing public interest, debate and agitation. Whether it is the gender pay gap, the ongoing presence of the casting couch, the absence of women film directors, the experiences for women and men are strikingly different. Drawing on the findings of a case study of how performers manage care and precarious paid work in film, television and theatre production in Australia, this article provides a context in which work and care regimes can be analysed. Individualised negotiations with agents and producers are buttressed by individualised arrangements with family and extended networks to accommodate complex and changing needs. Despite high unionisation among performers, the key finding is that the overwhelming tendency was to deal with issues individually or as a couple, without reference to the union or through collective avenues.

“To you it’s film, to them it’s reality” is the translated poster headline of the Danish war documentary Armadillo (Janus Metz, May 2010), a much-debated Cannes award-winning film that follows Danish soldiers stationed in Afghanistan. The article uses this headline as a framework for analyzing, comparing and discussing the film’s “musicalized” soundtracks on various media platforms (cinema, YouTube, television, DVD), and it argues that these soundtracks contribute to the viewer’s experience of emotional realism, as well as to an experience of the emotional reality – the soldiers’ or the viewer’s own. The political, journalistic and in particular aesthetic ambitions of producers and directors have contributed to developing Danish documentary films into a successful brand within the last decade. Using examples from the public reception of and debate on Armadillo, the article discusses how this development may have led to an increased emphasis on the emotional impact of musicalized soundtracks and a new premise for documentary reception.

Abstract Debates about authorship in cinema have held a privileged position in film studies since the 1950s, when the young generation of critics of the film journal Cahiers du Cinema formulated the politique des auteurs. This critical strategy proposed that the director of a film was the major creative source of the finished work. Since this assumption contradicts the industrial and collaborative character of the film medium, the politique has been questioned, attacked and reformulated ever since its beginnings. The auteur theory was appropriated and deconstructed under the influence of structuralist and poststructuralist theories that questioned the very concepts of individual creativity and self-expression. Nevertheless, questions about authorship in cinema did not vanish but were developed in many ways. If film is regarded not only as an art form but as a commodity, the director’s name cannot only be regarded as a sign of a discernible style (a ›world view‹), but as a brand name. ›Scorsese‹, ›Tarantino‹, ›Lynch‹, ›Nolan‹ – these names imply certain images, dramatic approaches, and themes. They also serve as a label for marketing a product. Directors and producers like Steven Spielberg or Ridley Scott lend their names to a certain kind of media production (film or television series) that raises expectations associated with their work. They do not necessarily work as a director. As producers – or even only as the owners of a production company – they may function as a kind of team leader, leaving the creative work to hired teams. In television, the showrunner is the major creative and managing force in the production of a series that is scripted, shot, and directed by several production crews simultaneously. Film and media studies have sought to discern the structures of collective working from historical and contemporary perspectives. Bordwell and others have described the (Hollywood) system and its mode of production, that defined the auteurs’ work. When looking closer at ›the system‹, it becomes obvious that there are different kinds of authorship in existence. Recent production studies on the working conditions in todays’ television have sought to analyse the structures of working together and ask questions about individual agency. The growing awareness of collective authorship promotes new ways of close film analysis. The German television series Babylon Berlin here serves as an example of a major contemporary media production with multiple creative influences and explicit collective authorship. A closer look at the successful series reveals the impact of this plurality on its storytelling and form.

Eurovision laulukilpailua koskevaa tutkimusta on ilmestynyt melko runsaasti 2000-luvulla, mutta televisioestetiikkaan ja -tuotantoon liittyviä kysymyksiä on tutkimuksessa tarkasteltu vain vähän. Tässä artikkelissa tartun usein esitettyyn ajatukseen, että Eurovision laulukilpailussa korostuvat nykyisin entistä enemmän visuaalisuus ja spektaakkeli. Kysyn, miten euroviisukappaleiden audiovisuaalinen näytteillepano on kehittynyt ohjelman historian aikana ja millaiseksi tuotannon luonne on kehittynyt 2000-luvulla.Artikkelin pääasiallinen tutkimusaineisto koostuu ensinnäkin vuosien 1960, 1970, 1980, 1990 ja 2000 Eurovision laulukilpailuista, joita analysoimalla luon kuvan kilpailukappaleiden audiovisuaalisen esillepanon kehityksestä. Toiseksi käytän vuosien 2016–2019 Euroviisujen tuotantotietoja aineistona rakentaessani kuvaa laulukilpailun nykytuotannosta. Esitän, että euroviisuesityksille on aina pyritty rakentamaan kappaleen tyyliin sopiva visuaalinen ilme. Teknologinen kehitys ja kilpailun sääntömuutokset ovat kuitenkin mahdollistaneet entistä vaihtelevammat ja monimutkaisemmat esitykset. Suurimuotoisen tv-spektaakkelin rakentaminen edellyttää yhteistyötä eri maista tulevien ammattilaisten ja yritysten kesken, ja nykyiset Eurovision laulukilpailut ovatkin ylirajaisia tuotantoja. Samat televisioalan ammattilaiset ja yhtiöt osallistuvat kilpailun tuotantoon eri maissa. Lisäksi kansalliset delegaatiot palkkaavat ylirajaisesti työskenteleviä ammattilaisia suunnittelemaan kilpailuesityksiään. Eurovision laulukilpailun tuotantoon on myös muodostunut eräänlainen alueellinen hierarkia, jossa Pohjois-Eurooppa on johtavassa asemassa erityisesti Ruotsin television SVT:n ja ruotsalaisten ammattilaisten keskeisen roolin ansiosta.Avainsanat: Eurovision laulukilpailu, televisioestetiikka, televisiotuotanto, spektaakkeli, ylirajaisuus From a song contest to a show contest? The increasingly transnational production of television spectacle in the Eurovision Song ContestAlthough academic interest in the Eurovision Song Contest (ESC) has grown over the past two decades, research has only rarely focused on television aesthetics and television production. The article explores the common claim that the contemporary ESC places more and more emphasis on visual spectacle. The article asks, how has the audiovisual presentation of Eurovision entries developed over the course of the contest’s history, and how can we characterize the production of the contemporary ECS?The primary research material consists of, firstly, ESC broadcasts from 1960, 1970, 1980, 1990, and 2000. These are analysed to describe the historical development of the audiovisual presentation of Eurovision entries. Secondly, the article draws on production information for ESC 2016–2019 to gain an understanding of the scope of the contemporary production.The article argues that ESC producers have always aimed at creating visually varied performances that suit the style of each song. However, changes in technology and the contest’s rules have enabled increasingly complex performances. As a result, creating the contemporary ESC requires using creative and technical personnel across national borders, and many of the same television professionals and companies participate in the production year after year. Moreover, successful stage directors work transnationally, designing Eurovision performances for different countries. Thus, the ESC participates in a wider turn towards transnational production in European television culture. The transnational field of ESC production is not without hierarchies, as Northern Europe plays a central role in the development of the contest, thanks to strong input from Swedish television SVT and Swedish television professionals in particular.Keywords: Eurovision Song Contest, television aesthetics, television production, spectacle, transnational

Expertise is a key currency in today’s knowledge economy. Yet as experts increasingly move across work contexts, how expertise translates across contexts is less well understood. Here, we examine how a shift in context—which reorders the relative attention experts pay to distinct types of audiences—redefines what it means to be an expert. Our study’s setting is an established expertise in the creative industry: puppet manipulation. Through an examination of U.S. puppeteers’ move from stage to screen (i.e., film and television), we show that, although the two settings call on mostly similar techniques, puppeteers on stage ground their claims to expertise in a dialogue with spectators and view expertise as achieving believability; by contrast, puppeteers on screen invoke the need to deliver on cue when dealing with producers, directors, and co-workers and view expertise as achieving task mastery. When moving between stage and screen, puppeteers therefore prioritize the needs of certain audiences over others’ and gradually reshape their own views of expertise. Our findings embed the nature of expertise in experts’ ordering of types of audiences to attend to and provide insights for explaining how expertise can shift and become co-opted by workplaces.

This article focuses on a semiotic analysis of Frankenweenie, one of Disney Picture’s 3D animated films. Anchored within the psychoanalytic film theory, the aim was to highlight how animated films, as colorful and comic as they are, can demonize a certain group of people. Studying how animated films can do this can lead to an important understanding because children’s exposure to modelled behavior on television and in movies has the potential to influence a wide range of attitudes and behaviors, cause victimization, alter their perceptions of reality, reinforce stereotypes and make them acquire such negative emotions as fear and anxiety, and behaviors like retaliation and passivity. The possibility of these adverse effects is even of greater concern in Africa and similar contexts which are at the receiving end of cultural products such as films that emanate from the West. The findings suggest that the negative portrayal of ‘people of color’ or other characters that represent them, by American film producers and directors seems to be a reoccurring phenomenon. Significantly, from an African perspective, this study corroborates scholars’ position that Disney has continued to portray ‘people of color’ negatively over the years.

Science fiction (SF) developed as a self-identified genre in Japan in the 1950s and quickly underwent a boom in the 1960s. Throughout this period, SF literature, film, and television were tightly intertwined industries, sharing production personnel, textual tropes, and audiences. As these industries entered global circulation with the hope of finding recognition and success in the international SF community, however, they encountered the contradictions of the Cold War liberal cultural system under the US nuclear umbrella. Awareness of the discursive marginalization of Japanese SF in the Euro-American dominated global SF scene manifested in Japanese texts in the twin tropes of apocalypse and anxiety surrounding embodiment. Through a close reading of two SF films—The X from Outer Space (Uchū daikaijū Girara, 1967) and Genocide (Konchū daisensō, 1968), both directed by Nihonmatsu Kazui for Shochiku Studios—and Komatsu Sakyō’s 1964 SF disaster novel Virus: The Day of Resurrection (Fukkatsu no hi), I argue that, largely excluded from discursive belonging in the global community of SF producers and consumers, Japanese authors and directors responded with texts that wiped away the contemporary status quo in spectacular apocalypses, eschatological breaks that would allow a utopian global order, as imagined by Japanese SF, to take hold.

In their general introduction to the present Special Issue the authors trace the origins of and motivation behind much of the independent documentary filmmaking produced in the city during a period of great sociopolitical turbulence, leading up to the tight censorship protocols put in place after the mainland government’s promulgation of the repressive National Security Law in 2020. With reference to the individual essays that comprise this volume, they chart the sudden and unprecedented rise of documentary filmmaking in Hong Kong following many decades of public indifference to the genre. Limited public and underground screenings that took place before absolute censorship measures were implemented in 2021 showed huge box-office demand for these topical films, reflecting images of ordinary Hong Kong people and their struggle for political representation. This opening essay introduces a range of essays and one interview, mostly in relation to specific films, dealing with the now-contentious coupling of documentary films or television broadcasts and democracy. As the essays indicate, some directors and producers of these observational and participatory documentaries are still active overseas and many of the films discussed can now only be screened outside Hong Kong. Nevertheless, they bear witness to a spirit of resilience and resistance as well as a deep-seated desire for a genuine democracy based on universal suffrage constantly reneged on by the city’s various rulers, from the colonial era until now.

Purpose – The purpose of this paper is to investigate the practice of casting celebrity performers in London West End theatres. The paper uses the literature on celebrity to explore the impact that casting a celebrity has on the London theatre audience. Design/methodology/approach – The pervasiveness of celebrity culture forms the background and starting point for this research. In the first phase, theatre managers, directors and producers were interviewed to explore their views on the practice of celebrity casting. In the second phase, an audience survey was conducted. The approach taken is exploratory and is intended to illuminate the conditions under which a successful celebrity-focused strategy can be constructed. Findings – A distinction between fame and celebrity was drawn by both theatre professionals and audiences, with celebrity status being seen as something that is created by media exposure and being in the public eye. This is in contrast to fame, which is earned by being famous for something, or some achievement. Theatre audiences are more likely to be attracted by celebrities who have theatrical expertise and not by someone known simply through film, television or the all-pervasive gossip columns. Celebrities with a background in theatre and film were seen to strongly draw audiences to the theatre, as opposed to those with a background in reality TV shows, search-for-a-star shows or for being half of a famous couple. Originality/value – The paper is focused on the theatre and makes an original contribution to the current discussion of the power wielded by celebrities. It is the first empirical research on this aspect of the theatre business. Its contribution lies in understanding audience members’ interpretation and understanding of celebrity to ascertain the extent to which they perceive celebrities as credible to perform theatre. This is based on a differentiation between their mediated fame and expertise. It is helpful and useful information for producers when deciding whether or not to cast a celebrity and to which audiences that the celebrity might appeal.

“China has become a predicament as well as a condition for Hong Kong culture” in the age of China, especially after the signing of the Closer Economic Partnership Agreement in 2003. This has become even more acute for Hong Kong culture in the integration of the Greater Bay Area, which can be seen as incorporating Hong Kong and Macao’s development into the overall development of the country. At this particular juncture, the issue of integration with the Mainland has become a topic that is of utmost importance for any consideration of the future of Hong Kong culture and the city as a whole. In this special context, the transmission of Hong Kong popular cultures in the Mainland are related topics that need to be explored. For example, what are the implications behind the success of Hong Kong directors and producers who took the helm of immensely popular Mainland television series? After Cantopop crossed the border, to what extent did the singers and the songs that they sang in Mainland music reality shows represent Hong Kong? These would be very good case studies of Hong Kong culture in cross-border ventures, and studying their transmissions would have long-term implications for not only Hong Kong culture in particular but also Hong Kong Studies in general. This essay endeavors to use these cross-border experiences as examples to offer a prolegomenon to Hong Kong (in China) Studies, which will in turn contribute to the possibility of generating a cultural studies response to the new configuration of the Greater Bay Area.

This paper will address the effects of Information Technology on the business world. Technology is increasingly playing a crucial role in the success of organizations in the information age. The impact of Information Technology on business has been enormous. Computers and the information they process and store have permeated every aspect of the business world. The fundamental role of Information Technology is to enable businesses to find new ways to drive down the costs of products, processes, and improve performance. We use examples from five different companies/industries to show the different and dramatic effects that IT can have on a business. The television industry is using high-speed Internet to send digital dailies from location to directors and producers in Hollywood. The use of this technology eliminates the old method of dubbing tapes and then sending them via FedEx back to L.A. General Motors has used aggressive outsourcing and web-based services to increase production time. Where it used to take up to four years to get a vehicle on the market, it now takes less than two. With new management and a greater focus on quality and customer satisfaction, an aircraft company has seen its $ 15 million in debt turn into $ 243 million in revenues. These increased revenues were attained by using new software to help it get better organized. AT&T, the once Titan of the phone industry, utilized IT to get out of debt. Specifically, AT&T used web-services to allow all of its different systems to communicate. By using new software to translate three different business processes into one usable code, Cybex International used IT to fix its supply-chain mess.

Showtime’s reality TV series Family Business opens with a black screen and audio: the whirring of a 16mm projector, the home movies of a generation ago. The sound connotes nostalgia, memory, family, and film. In my childhood, the sound of the projector meant family time, a glance back at our toddler years, the years of Sunday dinners in the suburbs, when my mother and all my aunts still smoked. Later, as my sister and cousins whose childhoods are fixed in that celluloid began to date and marry, family movies were a means of introducing the soon-to-be-married other into the family; this was how we told our history. This kind of telling is one side of Family Business. The other, as Adam Glasser reports in his voiceover in the opening credits is “just one more thing. My business is entertaining adults.” Glasser, producer, director and occasional actor, is known in the adult entertainment industry as Seymore Butts, alluding to his particular personal and professional interest in anal sex. He self-describes, in the opening credits of Family Business, as “a pretty average guy,” a single father who runs his business with help from his mother and cousin. Viewers glance over Glasser’s shoulder into his everyday life as he cooks breakfast for his son, dates women in his ongoing search for a lasting relationship, and goes about the business of producing pornography. Family Business uniquely combines two genres that trouble perceptions of reality mediated through television, pornography and reality TV. Reality television troubles the real by effectively blurring the lines between the actual and the contrived. With the genre of reality TV now firmly in place, viewers take pleasure in reading between those lines, trying to determine what aspects of the characters, contexts and events of a television program are “authentic”. Searching for the real demands the viewer suspend disbelief, conveniently forgetting the power of the camera’s presence. Scripted or not, the camera is always played to, suppressing the “real” in favor of performance. Like reality TV, pornography blurs the line between reality and fantasy. As Elizabeth Bell points out, the difference between soft-core pornography and hard-core pornography is the difference between simulated and real sex. Hard-core porn depends on “an ironic tension between ‘real’ sexual acts within ‘faked’ sexual contexts” (181), troubling the viewer’s sense of whether such performances could “really” take place. The lingering disbelief sets porn apart from one’s personal sex life, just as questioning the authentic in reality TV keeps it from being “real.” Reality TV plays on a tension similar to Bell’s description of hard-core pornography. Manufactured contexts succinctly expose the personalities of the actors/ordinary people who are featured on reality TV programs. As a result, the audience can gain familiarity with these individuals in a neat thirty or sixty minute time slot. Inherent in any TV series is the notion that the audience forms opinions about and alliances for or against certain characters, stepping into their lives, mediated as they are, each week. Kenneth Gergen notes that “so powerful are the media in their well-wrought portrayals that their realities become more compelling than those furnished by common experience” (57). By conflating pornography with the everyday lives of its actors and directors, Family Business works to naturalize pornography by displaying it as real. When viewers are constantly sorting between the scripted and the spontaneous, where do they locate the real on Family Business? In a mediated world, the search for the real is always already fruitless: viewers and producers of reality TV recognize that the chasm between lived experience and the depiction of lived experience on television and film can’t be crossed. Reality TV and pornography both work to bring the mediated image closer to the experience of the viewer, placing “people just like you” in everyday situations that brush up against the outrageous. Laura Kipnis argues that pornography does not reflect reality but is “mythological and hyperbolic, peopled by fictional characters. It doesn’t and never will exist.” While pornography does not try to claim itself as real, Kipnis says, it does “insist on a sanctioned space for fantasy.” Acknowledging that space, and declaring that “normal” people engage the fantasy of porn, is important cultural work for Glasser. An episode of Family Business features Glasser giving a class on ways to please your partner using methods he learned in the industry. He speaks in interviews about letters he has received, proclaiming that the Seymore Butts films have enhanced couples’ sex lives. Family Business is not only important cultural work for Glasser; it is also important professional work. Naturalizing pornography, and giving viewers a glimpse of Seymore Butts films, certainly helps his product sales. Seeing Family Business as part of the mainstreaming of pornography, Glasser says “it’s the natural course of things” for pornography to be increasingly accepted. “Sex is just so much a part of mainstream people’s lives. So it’s natural that they would be curious about sex and people who have sex for a living” (Brioux). Adam Glasser “is” Seymore Butts, or is he? Viewers are exposed to a character-within-a-character: Glasser as father, son, and entrepreneur is difficult to separate from Glasser as Butts—adult entertainment producer and actor, porn celebrity. Glasser does not appear to distinguish between these identities, but is presented as one person seamlessly performing the everyday roles of his chosen life. He is a role model for the normalizing and mainstreaming of pornography. Family Business aspires to naturalize the integration of pornography into everyday life, naturalizing the adult entertainment industry, its producers and ultimately, its consumers. Viewers see Glasser as a fun-loving, single dad who plays baseball with his son. We look on as his Cousin Stevie, nearing 60 years old, goes to the doctor for a prostate exam (which the audience voyeuristically enjoys, is repelled by, and is compelled by to tend to health concerns). That Glasser and Cousin Stevie are also producers and distributors of adult entertainment enables the viewer to naturalize her/his own consumption of pornography. Fans posting on Showtime’s Family Business message board question whether the show authentically depicts the “real” lives of its characters, with discussions about what scenes are staged and scripted. Media consumption is seldom a passive practice, and one of the pleasures of reality TV is the audience’s resistance to what is presented as “real.” While the everyday lives of the characters are hotly debated on the message board, there is little discussion of pornography, beyond assertions of support for and the rare protest against adult entertainment on cable television. The Seymore Butts movies are rarely mentioned. What Family Business gives viewers access to is a soft-porn version of the staging of Seymore Butts films, as much as censors allow for MA cable programming. According to Bell, “all theoretical treatments of hard-core pornography…begin with the declaration that the performers are engaged in real sexual activity” (183). Glasser categorizes his porn as hard-core, but should fans believe it is authentically real, not just real sex acts but also a reflection of real life? He claims that it is: “My adult movies that I’ve made for the last 12 years have been what you would call reality based,” Glasser says. “They’re basically a documentation of my life, my relationships, good and bad.” (Haffenreffer). Glasser’s documentary of his life and relationships, however, is mediated through the lens of his camera and work in the editing room, presented in such a way to be compelling to its audience. Whether there is something intrinsically real in the Seymore Butts films, the contexts of the films are certainly contrived. Viewers of Family Business see Glasser describe fantasy scenarios to the actors preparing for a scene. While the situations are more mundane than fantastic, the implausibility of a group of people spontaneously having sex while waiting for friends to come back from lunch, for example, places Glasser’s pornography in a liminal space between fantasy and the real. What renders these films different from other pornography and makes them somewhat more believable is precisely the mundane scenarios in which they occur. The conflation of pornography and the everyday is reinforced spatially on Family Business: viewers see Glasser shoot a porn film in his living room, where sexual acts are performed on the same sofa where, in another scene, Glasser’s mother Lila plays with his son, Brady. After a comment about this was posted on the show’s message board, Flower, one of Glasser’s “Tushy Girls” posted a response: “But in defence [sic] of Semyore, He has his furniture steam cleaned after every shoot. Have you ever heard of kids laying or sitting on their parents [sic] bed? Don’t parents have sex too? I’m sure plenty of kids have sat where people have had sex before. So I don’t find it strange.” What Flower asks of message board readers is the normalization of pornography, a blending of porn and private sex acts into the same category. Family Business works to eradicate the perceptions of pornography that Kipnis describes as “all the nervous stereotypes of pimply teenagers, furtive perverts in raincoats, and anti-social compulsively masturbating misfits.” Pornography is not situated in the world of the outcast, Kipnis argues. Rather, it is “central to our culture,” simultaneously revealing our mostly deeply felt desires and fears. The series functions to relieve its viewers of the sense of guilty indiscretion. It typically airs on Friday nights at 11:00 p.m., the opening of Mature Adult-rated programming on cable television. Family Business is not only pornography, it also presents itself as a family sitcom. The show provides a neat segue from prime-time programming to after-hours, commingling the two genres for viewers to seamlessly make that shift themselves. Week after week, viewers of Family Business find the conflation of pornography and everyday life more acceptable. In sharp contrast to the sordid, sad life stories of Linda Lovelace, the Mitchell brothers and organized crime that are stitched into the history of pornography, Adam Glasser is presented as a respectable public figure, a free speech activist with a solid moral foundation. The morality or immorality of adult entertainment is not questioned here: inherent in Family Business is the idea that “they” have rendered sexual expression immoral where “we” (the characters in the series and the viewers at home) are accepting of, and even committed to, the pleasures of sex. As presented on Family Business, Glasser’s lifestyle is rather morally sound. There is no drug use, not even cigarette smoking, and although a pack of Merits appears occasionally in the pocket of Cousin Stevie’s stylish shirt, he does not smoke on camera. Safe sex is a priority, and the actors are presented as celebrating and enjoying their sexuality. The viewer is encouraged to do the same. The everyday behavior of the cast of Family Business is far from extraordinary, as Glasser takes pains to point out. Comparing Family Business to The Osbournes, he says “they are outrageous people in a normal world, and we’re normal people in an outrageous world” (Hooper). We’ve come to tolerate the Osbournes, perhaps even pitying them at times as if they have no control over their own outrageousness. Can viewers accept the outrageous in Family Business? Certainly the mundane lives of Adam and Lila—a nice Jewish boy from Brooklyn and his dear, doting mom—indicate that normal people can accept the outrageous world of pornography, so why should we not accept it as well? Tolerating Family Business is, essentially, tolerating pornography. Bringing the backstage of the adult entertainment industry into the frontstage of cable television programming marks a desire to shift the uses of pornography. Rather than being an underground outlet for sexual deviance, Family Business works to make porn a reflection of our everyday personal and sexual lives. Kipnis notes there is “virtually no discussion of pornography as an expressive medium in the positive sense—the only expressing it’s presumed to do is of misogyny or social decay.” Viewers can openly chat about Family Business and the glimpse it offers into the world of pornography, without the shame or embarrassment that would run alongside a discussion of porn itself. When sexual pleasure enters the public discourse through mainstream entertainment, there is power for those who fight against conservative voices wishing to suppress not just pornography but also sexual pleasure. References Bell, Elizabeth. “Weddings and Pornography: The Cultural Performance of Sex.” Text and Performance Quarterly 19 (1999): 173-195. Brioux, Bill. “A Family Affair: New Show Takes a Peek Behind Adam Glasser’s Porn Business.” The Toronto Sun. 3 October 2003, final ed.: E11. Gergen, Kenneth J. The Saturated Self: Dilemmas of Identity in Contemporary Life. New York: Basic Books, 2000. Haffenreffer, David. “Reality Imitates Art: When the ‘Family Business’ is in the Sex Industry.” CNN.com. 13 January 2004. Hooper, Barrett. “‘Normal people in an outrageous world’: Adam Glasser, star of the reality TV show Family Business, is just a regular guy who also happens to be a porn producer.” National Post. 5 December 2003: B4. http://www.pbs.org/wgbh/pages/frontline/shows/porn/special/eloquence.html MLA Style Levitt, Linda. "Searching for the Real: “Family Business,” Pornography, and Reality Television." M/C Journal 7.4 (2004). 10 October 2004 <http://www.media-culture.org.au/0410/04_searching.php> APA Style Levitt, L. (2004 Oct 11). Searching for the Real: “Family Business,” Pornography, and Reality Television, M/C Journal 7(4). Retrieved Oct 10 2004 from <http://www.media-culture.org.au/0410/04_searching.php>

AbstractThe three-year (2012–2015) AHRC-funded research project Make Me Laugh: Creativity in the British Television Comedy Industry worked with writers, producers, directors and other industry personnel to map the productions they work on and follow their labor as they move from one job to another and strive to maintain a career. This article draws on interview material from this project to investigate the ways in which comedy workers negotiate the maintenance of their creativity within economic, cultural and industrial contexts such as policy, funding, and the whims of broadcasters and production companies. It argues that while such contexts are evident for all cultural production, there are specifics of the comedy sector because of humor’s relationships with the social role of broadcasting. It therefore highlights the specificity of comic creative labor, contributing to ongoing Humor Studies debates focused on the particularities of comedy as a category.

The paper presents an interview with Krzysztof Zanussi (born 17 June 1939), one of the most renowned award-winning Polish film directors. Some of his numerous films for television and cinema have been made in co-operation with German producers, including Manfred Durniok. His film Roads in the Night (Wege in der Nacht, 1979) was presented in 1980 in Cannes as part of the section “Un certain regard”. In Germany, Zanussi filmed not only some of his own screenplays, such as Imperative (Imperativ, 1982 – Special Jury Prize at the Venice International Film Festival in 1982), but also adaptations of Polish and German literature, for example House of Women (Haus der Frauen, 1977) based on a play by Zofia Nałkowska and Bluebeard (Blaubart, 1983) based on a novel by Max Frisch. In addition to those productions, he concurrently made films in Poland. Director of the TOR Film Studio since 1979. He produced films by such directors as Krzysztof Kieślowski and Agnieszka Holland. He currently works on a feature film entitled Ether.

Films and television series you watch online are watching you back. Algorithms and data analytics are making deeper inroads into film and television production in Europe: Belgian company ScriptBook offers data-driven script analysis and automated story generation, which the company sees as co-authorship between humans and machines. At the same time, data-driven streamers like Netflix and Amazon are investing heavily in local-language content. This paper examines how these developments affect creative labour in the European screen industry. More specifically, it zooms in on the development stage and the experiences of screenwriters, directors, and producers. What do audience data and algorithmic tools add to the creative process? What are the possibilities and limitations? Questions like these call for a robust theoretical and methodological toolbox, which synthesises concepts and methods from media industry studies, critical algorithm studies, and critical data studies. This research project explores the influence of algorithms and data analytics on both a macro-level (changing industry structures) and micro-level (creative practices of screenwriters and producers). The analysis is based on data from three registers: semi-structured interviews with screen workers, ethnographic field observation, and industry trade publications. These empirical data have been gathered online and offline in several European countries. In sum, this paper presents some preliminary observations of European screen production in an algorithmic culture - and how it is perceived by the people who produce the stories that land on our screens.

IntroductionFrom the high-stakes operating room of a Seattle hospital, to the shattered remains of a planet in a galaxy far, far away, Hollywood is often critiqued for its representations of scientific knowledge, methods, and/or technology. Existing research into Hollywood representations of science focuses primarily on those that do not align with expert consensus, and on how audiences engage with these representations — such as how misinformation in fictional narratives influences us. This paper, instead, approaches the matter of fictional science in fictional narratives (FiSci) from the perspectives of the individuals creating Hollywood content. We use the label of “FiSci” for any representation of science within a narrative which does not align with humanity's current knowledge or technological capability.MethodsSemi-structured interviews were conducted in late 2020 with a purposefully-selected sample of both Hollywood creators (writers, directors, and producers; n = 28) and science experts who have served as consultants (n = 18) across a range of film and television projects. Thematic analysis was used to explore how these creators and consultants perceive FiSci and its role within Hollywood narratives. Three themes were constructed from the interview data.Results and discussionParticipants primarily spoke of FiSci as: (1) a storytelling tool, perceived either positively or negatively, depending upon how that tool is wielded; (2) a way to play within a constructed storyworld which does not resemble our own; and (3) a source of unrealistic “B.S.” which threatens to break audience suspension of disbelief and can signify a lack of effort in the creative process. This paper contributes to science communication research by providing access to minds behind the representations of science in Hollywood film and television. As such, it can be used to aid the creator-consultant relationship and the implementation of FiSci to the benefit of both groups. It may also inform creators who have yet to work with a consultant, experts looking to become consultants, audiences critiquing FiSci in the content they watch, and experts and science communicators who express concerns about the use of FiSci and the responsibilities of Hollywood.

Since its very beginning television has always had the contents as an angular stone, basic source composing the wire netting of programmes that move the audio-visual sector, due that the interest of various actors of communication, State, announcers, TV chains and producers turn around them and on the other hand, they have been also the cultural product that the spectators have been receiving since decades in their homes. Nowadays in the landscape of television environment we talk about «quality of TV programmes» and «values», there is discontent between certain groups regarding a TV which operates in a flexible way when it comes to contents, there is a commercial over-exploitationand a regulation which is considered very laxby the Government; the discrepancies come guided through the mobilization of the groups of spectators and organizations of allcommunities of the country who bet for an alternative TV, creative and with certain values, as UNESCO says «an universal, educational and permanent system» , who can divert in designing a new regime of TV regulation regarding contents where enter the interests of all actors, including spectators that take part of the value of the visual, production andthe audio-visual contents together with traditional actors of communication. Years ago the civil society represented by the associations of spectators, TV critics,pedagogues, writers, ONG’s including professionals of the TV media claim the quality of the contents of the small screen, an organism to control and oversee the behaviour of the programmers and directors of the TV chanels, besides the compliance of the regulation. Considered that nowadays TV is the most influent way of communication all over the world and the Spanish society makes no exception, obviously we need to take care of the impact that contents generate in the open television and , most of all, take care of what they emit during the timetablemore accessible to children and teenagers, being a very powerful instrument for the world’s media development, its management manipulated in favour of the market interest or mercenary groups of the screen (garbage TV producers), is giving very good results for what developed and democratic societies wait from television. Church, family, school and State show, from various attitudes and corners of society, discontent regarding the negative effectsthat TV is generating in different sectors of population, but , besides this, they generate the doubt that the actual regulation of administration of television (public or private) is the most appropriate in guaranteeingthe public interest in making creative andconstructive TV, according to the points of view ofcertain spectators, in meantime theyproject the idea of having other ways of administration that cancomplete and strengthen a way of alternative television. Considering this the television contents are of public interest and the TV production oscillate between innovation, creativity, technological development and «TV garbage», we would like to approach the actual panorama of the TV contents out valuing the activities of the citizen’s participation, aims and success, like an actor inside the value chain of the audio-visual sector and its role inside it. This will definitely lead to an alternative TV, still difficult to define and also favours the revision of the theory of Medias and opens new discussions about paradigms used to explain the social phenomenon of communication and the function of the spectator reported to the environment. Desde sus orígenes la televisión siempre ha tenido como piedra angular los contenidos, fuente básica componente de las rejillas de programación que mueve al sector audiovisual debido a que los intereses de los distintos actores de la comunicación, Estado, anunciantes, cadenas de televisión y productoras, giran en torno a ellos y, por otra parte, han sido también el producto cultural que los telespectadores han recibido desde hace ya varias décadas en sus hogares. Actualmente en el panorama televisivo se habla de ‘calidad en los programas de televisión’ y de ‘valores’, hay descontento entre ciertos grupos frente a una televisión que opera muy flexible en materia de contenidos, hay sobre-explotación comercial y una regulación que se viene considerando muy laxa por parte del gobierno, las inconformidades se vienen canalizando a través de la movilización de grupos de telespectadores y organizaciones de todas las comunidades del país que apuestan por una televisión alternativa, creativa y con apego a ciertos valores, en palabras de la UNESCO: «un sistema educativo, universal y permanente», que pueda derivar en el rediseño de un nuevo régimen de regulación televisiva en materia de contenidos en donde quepan los intereses de todos los actores, incluyendo a los telespectadores que formarían parte de la cadena de valor de lo televisual, la producción y los contenidos audiovisuales junto con los tradicionales actores de la comunicación. Desde hace años, la sociedad civil representada por las asociaciones de telespectadores, críticos de televisión, educadores, escritores, ONG´s, e incluso profesionales del medio televisivo, reclaman calidad en los contenidos de la pequeña pantalla, un organismo que controle y vigile la actuación de los programadores y directivos de las cadenas de televisión, además del cumplimiento de las normativas. Se considera que en estos tiempos la televisión es el medio de comunicación masiva más influyente en prácticamente todo el mundo, y en la sociedad española no es la excepción, por lo tanto, se debe tener cuidado del impacto que generan los contenidos que se transmiten en la modalidad de televisión abierta generalista y, sobre todo, cuidar lo que se emite en los horarios más accesibles para la población infantil y adolescente, pues, siendo un instrumento tan poderoso para el desarrollo mediático mundial, su manejo manipulado en favor de intereses del mercado o de grupos mercenarios de la pantalla, (productores de «telebasura»), está dando resultados contraproducentes a lo que las sociedades desarrolladas y democráticas esperan de la televisión. La iglesia, la familia, la escuela y el Estado manifiestan, desde distintas posturas y ámbitos de la sociedad, un descontento sentido por los efectos negativos que la televisión está generando en los distintos sectores de la población, pero además, se pone en duda si el actual régimen de gestión de la televisión, (público-privado), sea el adecuado para garantizar el interés público que implica hacer televisión creativa y constructiva, de acuerdo a los puntos de vista de ciertos telespectadores, de igual forma, se plantea el problema de si habrá otras formas de gestión que puedan complementar y reforzar un modelo de televisión alternativa. Partiendo de que los contenidos de la televisión son asunto de interés público y que la producción televisiva oscila entre la innovación, la creatividad, el desarrollo tecnológico y la «telebasura», se pretenderá abordar el panorama actual de los contenidos televisivos valorando las acciones de la participación ciudadana organizada que ha irrumpido en el sector audiovisual, conociendo sus funciones, objetivos y logros, como un actor más dentro de la cadena de valor del sector audiovisual y su función dentro de ella. Esto necesariamente desembocará en una televisión alternativa, todavía difícil de definir, pero también propicia la revisión de la teoría de los medios y abre nuevas discusiones sobre los paradigmas con los que se vienen explicando los fenómenos sociales de la comunicación y el papel del telespectador respecto al medio.

Introduction In this paper, I examine the practices of representing Deaf ‘voices’’ to hearing audiences in two recent US television crime dramas. More literally I look at how American Sign Language is framed and made visible on the screen through various production decisions. Drawing examples from an episode of CSI: New York that aired in December 2006 and an episode of Law and Order: Criminal Intent that aired in April 2007, I examine how the practices of filming Deaf people and the use of American Sign Language intersect with the production of a Deaf ‘voice’ on the screen. The problem of representing a Deaf ‘voice’ on the screen is akin to the problem of representing other minority languages. Film and television producers in the United States have to make choices about whether the majority audience of English speakers will have access to the minority language or not. In the face of this dilemma media producers have taken several approaches: subtitling foreign speech, translating foreign speech through other characters, or leaving the language inaccessible except to those who use it. The additional difficulty with representing national sign languages is that both the language and the recording medium are visual. Sometimes, filmmakers make the choice of leaving some portions of the signed dialogue inaccessible to a non-signing hearing audience. On the one hand this choice could indicate a devaluing of the signed communication, as its specific content is considered irrelevant to the plot. On the other hand it could indicate that Deaf people have a right to be visible on television using their own language without accommodating hearing people. A number of choices made in the filming and editing can subtly undermine positive representations of Deaf ‘voices’ particularly to a Deaf audience. These choices often construct an image of sign languages as objectified, exoticised, disjointed, incomplete, or a code for spoken language. Simple choices such as using simultaneous speaking and signing by Deaf characters, cropping the scene, translating or not translating the dialogue have powerful implications for the ways that Deaf ‘voices’ are becoming more visible in the 21st century. Typical filming and editing conventions effectively silence the Deaf ‘voice.’ Over 20 years ago, in the comprehensive book, Hollywood Speaks: Deafness and the Film Entertainment Industry (1988), Schuchman’s complaint that the filming and editing techniques of the day often did not attend to preserving the visibility and comprehensibility of sign language eon the screen, still applies today. As editing techniques have evolved over the years, fr om reliance on wide and medium shots to frequent intercutting of close-ups, the tendency to cut sign language off the screen, and out of the comprehensible view of the audience, may have even increased. Recent Portrayals of Deaf People on Television During one television season in the United States between August 2006 and April 2007, 30 episodes of six different serial television programs portrayed signing Deaf characters. Three of these programs had on-going Deaf characters that appeared in a number of episodes throughout the season, while three other programs portrayed Deaf people in a one-off episode with a Deaf theme. Initial air date for the season Program and Season # of Episodes 1 14 Aug. 2006 Weeds, Season 2 5 2 20 Sep. 2006 Jericho, Season 1 13 3 28 Jan. 2007 The L Word, Season 4 9 Table 1. Dramas with Ongoing Deaf Characters during the 2006-2007 USA Television Season Initial air date Program, Season, Episode Episode Title 1 13 Dec. 2006 CSI: New York, Season 3, Episode 12 “Silent Night” 2 3 Apr. 2007 Law and Order: Criminal Intent, Season 6, Episode 18 "Silencer" 3 12 Apr. 2007 Scrubs, Season 6, Episode 16 “My Words of Wisdom” Table 2. One-off Episodes with Signing Deaf Characters during the 2006-2007 USA Television Seasons Ironically, although the shows with ongoing characters sometimes allow the Deafness of the character to be incidental to the character, it is only the one-off crime dramas that show Deaf people relating with one another as members of a vibrant community and culture based in sign language. Often, in the ongoing series, the characters remain isolated from the Deaf community and their interactions with other Deaf people are sparse or non-existent. For example, out of the 27 episodes with an ongoing Deaf character only two episodes of The L-Word have more than one Deaf character portrayed. In both Weeds and The L-Word the Deaf character is the love interest of one of the hearing characters, while in Jericho, the Deaf character is the sister of one of the main hearing characters. In these episodes though some of realities about Deaf people’s lives are touched on as they relate to the hearing characters, the reality of signing Deaf people’s social lives in the Deaf community is left absent and they are depicted primarily interacting with hearing people. The two episodes, from CSI: New York, and Law and Order: Criminal Intent, focus on the controversial theme of cochlear implants in the Deaf community. Though it is true that generally the signing Deaf community in the U.S.A. sees cochlear implants as a threat to their community, there is no record of this controversy ever motivating violent criminal acts or murder as portrayed in these episodes. In the episode of CSI: New York entitled “Silent Night” a conflict between a young Deaf man and Deaf woman who were formerly romantically involved is portrayed. The murdered young woman who comes from a Deaf family does not want her Deaf baby to have a cochlear implant while the killer ex-boyfriend who has a cochlear implant believes that it is the best option for his child. The woman’s Deaf parents are involved in the investigation. The episode of Law and Order: Criminal Intent, entitled “Silencer,” is also ultimately about a conflict between a Deaf man and a Deaf woman over cochlear implants. In the end, it is revealed that the Deaf woman is exploring the possibility of a cochlear implant. Her boyfriend projecting the past hurt of his hearing sister leaving him behind to go off and live her own life, doesn’t want his girlfriend to leave him once she gains more hearing. So he shoots the cochlear implant surgeon in the hand to prevent him from being able to perform the surgery. Then he accidentally kills him by crushing his voice box to prevent him from screaming. Analyzing Two Crime Dramas In both television dramas, the filmmakers use both sound and video editing techniques to mark the experiential difference between hearing and Deaf characters. In comparing the two dramas two techniques are evident : muting/distorting sounds and extreme close-ups on lips talking or hands signing. Though these techniques may heighten awareness of deaf experience to a non-signing audience they also point to a disabling stereotyping of the experience of being Deaf as lacking — framing their experience as hearing loss rather than Deaf gain (Bauman & Murray; Shakespeare 199). By objectifying sign language through extreme close ups American Sign Language is portrayed as something strange and unusual that separates Deaf signers from hearing speakers. The auditory silences can either jolt the hearing non-signer into awareness of the sensory aspect of sound that is missing or it can jolt them into awareness of the visual world that they often don’t really see. In the opening few scenes of the episodes both CSI: New York and Law and Order: Criminal Intent use sound editing alternately muting or distorting sounds as they cut between a ‘deaf’ auditory perspective and a ‘hearing’ perspective on the action as it unfolds. Even though the sound editing does play a part in the portrayal of Deaf people’s experience as lacking sound, the more important aspects of film production to attend to are the visual aspects where Deaf people are seen authentically signing in their own language. Scene Analysis Methodology In taking a closer look at a scene from each episode we can see exactly how the filming and editing techniques work to create an image of sign language. I have chosen comparable scenes where a Deaf individual is interviewed or interrogated by the police using a sign language interpreter. In each scene it can be assumed that all the communication is happening in both English and ASL through an interpreter, so at all times some signing should be occurring. In transcribing the scenes, I noted each point when the editor spliced different camera shots adjacent to each other. Because of the different visual aesthetics in each program where one relied heavily on continuous panning shots, I also noted where the camera shifted focus from one character to another marking the duration of screen time for each character. This allowed for a better comparison between the two programs. In my transcripts, I included both glosses of the ASL signs visible on the screen as well as the flow of the spoken English on the audio track. This enabled me to count how many separate shifts in character screen time segments contained signing and how much of these contained completely visible signing in medium shots. CSI:NY Witness Interview Scene In the first signing scene, Gina (played by Marlee Matlin) is brought in for an interview with Detective Taylor and a uniformed officer interpreter. The scene opens with a medium shot on Detective Taylor as he asks her, “What do you think woke you up?” The shot cuts to an extreme close up of her face and hands and pans to only the hands as she signs FOOTSTEPS. Then the scene shifts to an over the shoulder medium shot of the interpreter where we can still see her signing VIBRATIONS and it cuts to a close up of her face as she signs ALISON NOISE. Though these signs are cropped, they are still decipherable as they happen near the face. Throughout this sequence the interpreter voices “Footsteps, I felt vibrations. I thought maybe it was Alison.” Next we have a close-up on Detective Taylor’s face as he asks her why her family moved and whether she had family in the area. During his question the camera shifts to a close up reaction of Gina listening and then back to a close up on Taylor’s face, and then to a medium shot of the interpreter translating the last part of the question. Next, while Gina responds the camera quickly cuts from a medium shot to a close-up side view of the hands to a close-up bird’s eye view of the hands to a close up of Gina’s face with most of the signs outside of the frame. See the transcript below: [medium shot] NOT PLAN HAVE MORE CHILDREN,[close-up side view of hands] PREGNANT,[close-up from bird’s eye view] DECIDE RAISE ELIZABETH[close-up Gina’s face signs out of frame] SAFE While this sequence plays out the interpreter voices, “My husband and I weren’t planning on having any more children. When I got pregnant my husband and I decided to raise Elizabeth outside of the city where it’s safe.” The kind of quick cuts between close-ups, medium shots and reaction shots of other characters sets the visual aesthetic for this episode of CSI: NY. In this particular clip, the camera shifts shot angles no less than 50 times in the space of one minute and 34 seconds. Yet there are only 12 conversational turns back and forth between the two characters. This makes for a number of intercut reaction shots, interpreter shots as well as close-ups and other angles on the same character. If only counting shifts in screen time on a particular character, there are still 37 shifts in focus between different characters during the scene. Out of the 22 shots that contain some element of signing — we only see a medium shot with all of the signing space visible 4 times for approximately 2 seconds each. Even though signing is occurring during every communication via the interpreter or Gina, less than half of the shots contain signs and 18 of these are close ups from various angles. The close ups in this clip varied from close-ups on the face, which cut out part of the signs, to close ups on the hands caught in different perspectives from a front, side, top or even table top reflected upside-down view. Some of the other shots were over the back shoulder of Gina catching a rear view of the signs as the camera is aimed in a medium shot of the detective and interpreter. The overall result from a signing perspective is a disjointed jumble of signs leaving the impression of chaos and heightened emotion. In some ways this can be seen as an exoticisation of the signs making them look surreal, drawing attention to the body parts displaying the signs and objectifying them. Such objectification may seem harmless to a non-signing hearing audience or media producer as a mere materializing of the felt amazement at signed communication moving at such a pace. But if we were to propose a hypothetical parallel situation where a Korean character is speaking in her native tongue and we are shown extreme close ups and quick cuts jumping from an image of the lips moving to the tongue tapping the teeth to a side close up of the mouth to an overhead image from the top of the head – this type of portrayal would immediately be felt to be a de-humanization of Korean people and likely labeled racist. In the case of sign language, is it merely thought of as visual artistry? Law & Order: Suspect Interrogation Scene Law & Order: Criminal Intent has a different film aesthetic. The scene selected is an interview with a potential suspect in the murder of a cochlear implant surgeon. The Deaf man, Larry is an activist and playwright. He is sitting at a table with his lawyer across from the male detective, Goren, and the interpreter with the female detective, Eames, standing to the side. Unlike the CSI: NY scene there are no quick cuts between shots. Instead the camera takes longer shots panning around the table. Even when there are cuts to slightly different angles, the camera continues to pan in the same direction as the previous shot giving the illusion that almost the entire scene is one shot. In this 45-second scene, there are only five cuts to different camera angles. However, the act of panning the camera around the room even in a continuous shot serves to break up the scene further as the camera pulls focus zooming in on different characters while it pans. For the purposes of this analysis, in addition to dividing the scene at shifts in camera angles performed through editing, I also divide the scenes at shifts in camera angles focusing on different characters. As the camera moves to focus on a different interlocutor (serving the same purpose as a shift done through editing), this brings the total shifts in camera angles to ten. At several points throughout this Law & Order: CI episode, the cinematographer uses the technique of zooming into an extreme close-up on the hands and then pulling out to see the signer. But in this particular scene all of the visible signed sequences are filmed in medium shots. While this is positive because we can actually see the whole message including hand and face, the act of panning behind the backs of seated characters while Larry is signing blocks some of his message just as much as shifting the edit to a reaction shot would do. Of the ten shots, only one shot does not contain any signing: when Detective Eames reacts to Larry’s demands and incredulously says, “A Deaf cop?” While all of the other shots contain some signing, there are only two signed interchanges that are not interrupted by some sort of body block. Ironically, both of these shots are when the hearing detective is speaking. The first is the opening shot. The camera, in a wide shot on 5 characters, opens on their reflections in the mirrored window located in the interview room. As the camera pulls back into the room, it spins around and pans across Detective Eames’ face to settle on Detective Goran. While Goran begins talking the shot widens out to include the interpreter sitting next to him and catch the signed translation. Goran says, “Larry? There’s a lot of people pointing their finger at you.” With a bit of lag time the interpreter signs: A-LOT PEOPLE THINK YOU GUILTY. Overall Comparison of the Two Scenes For both scenes there were only four segments with unobstructed medium shots of signers in the act of signing. In the case of Law & Order: CI this might be considered a good showing as there were only nine segments in the entire scene and 8 contained signing. Thus potentially yielding 50% visibility of the signs during the entire stream of the conversation (however not all signs were actually fully visible). In the case of CSI: NY, with its higher ratio of segments split by different camera shots, 22 segments contained signing, yielding a ratio of 18% visibility of signs. Though this analysis is limited to only one scene for comparison it does reveal that both episodes prioritize the spoken language stream of information over the sign language stream of information. CSI: New York Law & Order: CI Time duration of the clip 1 min 34 sec 45 sec # shifts in character conversational turns 12 times 10 times # edited camera shots to different angle 50 5 #shifts in screen time of the characters (edited or panned) 37 9 Total # screen time segments with signing 22 8 # medium shot segments with signing fully visible 4 4 # segments containing close ups of signs, cropped off signs or blocked 18 4 Table 3. Count comparison between the two scenes Filmmakers come from a hearing framework of film production where language equals sound on an audio track. Within that framework sound editing is separate from video editing and can provide continuity between disjointed visual shots. But this kind of reliance on sound to provide the linguistic continuity fails when confronted with representing American Sign Language on the screen. The sound stream of translated English words may provide continuity for the hearing audience, but if left to rely on what is available in the visual modality Deaf viewers may have to rely on closed captioning to understand the dialog even when it is portrayed in their own language. Disjointed scenes showing quick cuts between different angles on a signed dialog and flashing between reacting interlocutors leaves the signing audience with a view on a silenced protagonist. Recommendations How can media producers give voice to sign language on the screen? First there needs to be an awareness and concern amongst these same media producers that there is actually value in taking the care required to make sign language visible and accessible to the signing Deaf audience and perhaps raise more awareness among the non-signing hearing audience. It may be entirely possible to maintain a similar visual aesthetic to the programs and still make sign language visible. Hearing producers could learn from Deaf cinema and the techniques being developed there by emerging Deaf film producers (Christie, Durr, and Wilkins). In both examples used above careful planning and choreography of the filming and editing of the scenes would make this possible. With the quick cutting style of frequent close up shots found in CSI: NY, it would be necessary to reduce the number of close ups or make sure they were wide enough to include enough of the signs to maintain intelligibility as with signs that are made near the face. In addition, medium shots of the interpreter or the interpreter and the hearing speaker would have to become the norm in order to make the interpreted spoken language accessible as well. Over the shoulder shots of signers are possible as well, as long as the back of the signer does not obscure understanding of the signs. In order to avoid objectification of sign language, extreme close-ups of the hands should be avoided as it de-humanizes sign languages and reduces language to animalistic hand gestures. In addition, with adopting the visual aesthetic of panning continuous shots such as those found in Law and Order: CI, care would need to be taken not to obstruct the signs while circling behind other participants. Other possibilities remain such as adapting the visual aesthetic of 24 (another United States crime drama) where multiple shots taking place simultaneously are projected onto the screen. In this manner reaction shots and full shots of the signing can both be visible simultaneously. Aside from careful choreography, as suggested in previous work by scholars of Deaf cinema, (Schuchman, Hollywood; Jane Norman qtd. in Hartzell), hearing media producers would need to rely on excellent ASL/Deaf culture informants during all stages of the production; typically, cinematographers, directors and editors likely will not know how to make sure that signs are not obscured. Simultaneous signing and talking by Deaf and hearing characters should be avoided as this method of communication only confirms in the minds of hearing signers that sign language is merely a code for spoken language and not a language in and of itself. Instead, hearing media producers can more creatively rely on interpreters in mixed settings or subtitling when conversations occur between Deaf characters. Subtitling is already a marker for foreign language and may alert non-signing hearing audiences to the fact that sign language is a full language not merely a code for English. Using these kinds of techniques as a matter of policy when filming signing Deaf people will enable the signing voice some of the visibility that the Deaf community desires. Acknowledgements This article is based on work originally presented at the conference “Deaf Studies Today!”, April 2008, at Utah Valley State University in Orem, Utah, USA. I am grateful for feedback that I received from participants at this presentation. An earlier version of this article is published as part of the conference proceedings Deaf Studies Today! Mosaic edited by Brian K. Eldredge, Flavia Fleischer, and Douglas Stringham. References Bauman, H-Dirksen, and Joseph Murray. "Reframing from Hearing Loss to Deaf Gain." Deaf Studies Digital Journal (Fall 2009). < http://dsdj.gallaudet.edu/ >. Chaiken, Ilene (writer). The L Word. Television series. Season 4. 2007. Chbosky, S., J. Schaer, and J.E. Steinbert (creators) Jericho. Television series. Season 1 & 2. 2006-2007. Christie, Karen, Patti Durr, and Dorothy M. Wilkins. “CLOSE-UP: Contemporary Deaf Filmmakers.” Deaf Studies Today 2 (2006): 91-104. Hartzell, Adam. “The Deaf Film Festival.” The Film Journal (May 2003) < http://www.thefilmjournal.com/issue5/deaf.html >. Kohan, J. (creator), M. Burley (producer). Weeds. Television series. Lawrence, B. (creator), V. Nelli Jr. (director). “My Words of Wisdom.” Scrubs. Television series episode. Season 6, Episode 16. 12 Apr. 2007. Lenkov, P. M., and S. Humphrey (writers), A.E. Zulker (story), and R. Bailey (director). “Silent Night.” CSI: New York. Television series episode. Season 3, episode 12. CBS, 13 Dec. 2006. O'Shea, M. (writer), D. White (director), M.R. Thewlis (producer). "Silencer." Law and Order Criminal Intent. Television series episode. Season 6, Episode 18. New York: Universal, 3 April 2007. Schuchman, John. S. Hollywood Speaks: Deafness and the Entertainment Industry. Urbana & Chicago, Ill.: University of Illinois Press. 1988. ———. “The Silent Film Era: Silent Films, NAD Films, and the Deaf Community's Response.” Sign Language Studies 4.3 (2004): 231-238.

When characters in the Fox Television sitcom The Mindy Project call Mindy Lahiri fat, Mindy sees it as a case of misidentification. She reminds the character that she is a “petite Asian woman,” that she has large, beautiful breasts, that she has nothing in common with fat people, and the terms “chubbster” and “BBW – Big Beautiful Woman” are offensive and do not apply to her. Mindy spends some of each episode on her love for food and more food, and her hatred of fitness regimes, while repeatedly falling for meticulously fit men. She dates, has a string of failed relationships, adventurous sexual techniques, a Bridget Jones-scale search for perfect love, and yet admits to shame in showing her naked body to lovers. Her contradictory feelings about food and body image mirror our own confusions, and reveal the fear and fascination we feel for fat in our fat-obsessed culture. I argue that by creating herself as sexy, successful, popular, sporadically confident and insecure, Mindy works against stigmas that attach both to big women – women who are considered big in comparison to the societal size-zero ideal – and women who have historically been seen as belonging to “primitive” or colonized cultures, and therefore she disrupts the conflation of thinness to civilization. In this article, I look at the performance of fat and ethnic identity on American television, and examine the bodily mechanisms through which Mindy disrupts these. I argue that Mindy uses issues of fat and body image to disrupt stereotypical iterations of race. In the first part of the paper, I look at the construction of South Asian femininity in American pop culture, to set up the discussion of fat, gender and race as interrelated performative categories. Race, Gender, Performativity As Judith Butler says of gender, “performativity must be understood not as a singular or deliberate ‘act,’ but, rather as the reiterative and citational practice by which discourse produces the effects that it names” (Bodies, 2). Bodies produce and perform their gender through repeating and imitating norms of clothing, body movement, choices in gesture, action, mannerism, as well as gender roles. They do so in such a way that the discourses and histories that are embedded in them start to seem natural; they are seen to be the truth, instead of as actions that have a history. These choices do not just reflect or reveal gender, but rather produce and create it. Nadine Ehlers takes performativity into the realm of race. Ehlers says that “racial performativity always works within and through the modalities of gender and sexuality, and vice versa, and these categories are constituted through one another” (65). In this sense, neither race nor gender are produced or iterated without also producing their interrelationship. They are in fact produced through this interrelationship. So, for example, when studying the performativity of black bodies, you would need to specify whether you are looking at black femininity or masculinity. And on the other hand, when studying gender, it is important to specify gender where? And when? You couldn’t simply pry open the link between race and gender and expect to successfully theorize either on its own. Mindy’s performance of femininity, including her questions about body image and weight, her attractive though odd clothing choices, her search for love, these are all bound to her iteration of race. She often explains her body through defining herself as Asian. Yet, I suggest in a seeming contradiction that her othering of herself as a big woman (relative to normative body size for women in American film and television) who breaks chairs when she sits on them and is insecure about her body, keeps the audience from othering her because of race. Her weight, clumsiness, failures in love, her heartbreaks all make her a “normal” woman. They make her easy to identify with. They suggest that she is just a woman, an American woman, instead of othering her as a South Asian woman, or a woman from a “primitive”, colonized or minority culture.Being South Asian on American Television Mindy Lahiri (played by writer, producer and actor Mindy Kaling) is a successful American obstetrician/gynaecologist, who works in a successful practice in New York. She breaks stereotypes of South Asian women that are repeated in American television and film. Opposite to the stereotype of the traditional, dutiful South Asian who agrees to an arranged marriage, and has little to say for him or herself beyond academic achievement that is generally seen in American and British media, Mindy sleeps with as many men as she can possibly fit into a calendar year, is funny, self-deprecating, and has little interest in religion, tradition or family, and is obsessed with popular culture. The stereotypical characteristics of South Asians in the popular British media, listed by Anne Ciecko (69), include passive, law-abiding, following traditional gender roles and traditions, living in the “pathologized” Asian family, struggling to find self-definitions that incorporate their placement as both belonging to and separate from British culture. Similarly, South Asian actors on American television often play vaguely-comic doctors and lawyers, seemingly with no personal life or sexual desire. They are simply South Asians, with no further defining personality traits or quirks. It is as if being South Asian overrides any other character trait. They are rarely in lead roles, and Mindy is certainly the first South Asian-American woman to have her own sitcom, in which she plays the lead. What do South Asians on American television look and sound like? In her study on performativity of race and gender, Ehlers looks at various constructions of black femininity, and suggests that black femininity is often constructed in the media in terms of promiscuity and aggression (83), and, I would add, the image of the mama with the big heart and even bigger bosom. Contrary to black femininity, South Asian femininity in American media is often repressed, serious, concerned with work and achievement or alternatively with menial roles, with little in terms of a personal or sexual life. As Shilpa S. Dave says in her book on South Asians in American television, most South Asians that appear in American television are shown as immigrants with accents (8). That is what makes them recognizably different and other, more so even than any visual identification. It is much more common to see immigrants of Chinese or Korean descent in American television as people with American accents, as people who are not first generation immigrants. South Asians, on the other hand, almost always have South Asian accents. There are exceptions to this rule, however, the exceptions are othered and/or made more mainstream using various mechanisms. Neela in ER (played by Parminder Nagra) and Cece in New Girl (played by Hannah Simone) are examples of this. In both instances the characters are part of either an ensemble cast, or in a supporting role. Neela is a step removed from American and South Asian femininity, in that she is British, with a British accent – she is othered, but this othering makes her more mainstream than the marking that takes place with a South Asian accent. The British accent and a tragic marriage, I would say, allow her to have a personal and sexual life, beyond work. Cece goes through an arranged marriage scenario, full with saris and a South Asian wedding that is the more recognized and acceptable narrative for South Asian women in American media. The characters are made more acceptable and recognizable through these mechanisms. Bhoomi K. Thakore, in an article on the representation of South Asians in American television, briefly explains that after the 1965 Immigration and Nationality act, highly-educated South Asians could immigrate to the United States, either to get further education, or as highly skilled workers (149) – a phenomenon often called “brain-drain.” In addition, says Thakore, family members of these educated South Asians immigrated to the States as well, and these were people that were less educated and worked often in convenience stores and motels. Thakore suggests that immigrants to the United States experience a segmented assimilation, meaning that not all immigrants (first and second generation) will assimilate to the same extent or in the same way. I would say from my own experience that the degree to which immigrants can assimilate into American society often depends on not only financial prospects or education, but also attractiveness, skin tone, accent, English-speaking ability, interests and knowledge of American popular culture, interest in an American way of life and American social customs, and so on. Until recently, I would say that South Asian characters in American television shows have tended to represent either first-generation immigrants with South Asian accents and an inability or lack of desire to assimilate fully into American society, or second-generation immigrants whose personal and sexual lives are never part of the narrative. Examples of the former include South Asians who play nameless doctors and cops in American television. Kal Penn’s character Lawrence Kutner in the television series House is an example of the latter. Kutner, one of the doctors on Dr. House’s team, did not have a South Asian accent. However, he also had no personal narrative. All doctors on House came with their relationship troubles and baggage, their emotional turmoil, their sexual and romantic ups and downs – all but Kutner, whose suicide in the show (when he left it to join the Obama administration) is framed around the question – do we ever really know the people we see every day? Yet, we do know the other doctors on House. But we never know anything about Kutner’s private life. His character is all about academic knowledge and career achievement. This is the stereotype of the South Asian character in American television. Yet, Mindy, with her American accent, sees herself as American, doesn’t obsess about race or skin colour, and has no signs of a poor-me narrative in the way she presents herself. She does not seem to have any diasporic longings or group belongings. Mindy doesn’t ignore race on the show. In fact, she deploys it strategically. She describes herself as Asian on more than one occasion, often to explain her size, her breasts and femininity, and in one episode she goes to a party because she expects to see black sportsmen there, and she explains, “It’s a scientific fact that black men love South Asian girls.” Her production of her femininity is inextricably bound up with race. However, Mindy avoids marking herself as a racial minority by making her quest for love and her confusions about body image something all women can identify with. But she goes further in that she does not place herself in a diaspora community, she does not speak in a South Asian accent, she doesn’t hide her personal life or the contours of her body, and she doesn’t harp on parents who want her to get married. By not using the usual stereotypes of South Asians and Asians on American television, while at the same time acknowledging race, I suggest that she makes herself a citizen of the alleged “melting pot” as the melting pot should be, a hybrid space for hybrid identities. Mindy constructs herself as an American woman, and suggests that being a racial minority is simply part of the experience of being American. I am not suggesting that this reflects the reality of experience for many women in the USA who belong to ethnic minorities. I am suggesting that Mindy is creating a possible or potential reality, in which neither size nor being a racial minority are causes for shame. In a scene in the second season, a police officer chastises Mindy for prescribing birth control to his young daughter. He charges out of her office, and she follows him in to the street. She is wearing a version of her usual gear – a check-pinafore, belted over a printed shirt – her shoulders curved forward, arms folded, in the characteristic posture of the big-breasted, curvy woman. She screams at the officer for his outdated views on birth-control. He questions if she even has kids, suggesting that she knows nothing about raising them. She says, “How dare you? Do I look like a woman who’s had kids? I have the hips of an eleven-year-old boy.” She then informs him that she wolfed down a steak sandwich at lunch, has misgivings about the outfit she is wearing, and says that she is not a sex-crazed lunatic. He charges her for public female hysteria. She screams after him as he drives off, “Everyone see this!” She holds up the citation. “It’s for walking, while being a person of colour.” She manages in the space of a two-minute clip to deploy race, size and femininity, without shame or apology, and with humour. It is interesting to note that, contrary to her persona on the show, in interviews in the media, Kaling suggests that she is not that concerned with the question of weight. She says that though she would like to lose fifteen pounds, she is not hung up on this quest. On the other hand, she suggests that she considers herself a role model for minority women. In fact, in real life she makes the question of race as something more important to her than weight – which is opposite to the way she treats the two issues in her television show. I suggest that in real life, Kaling projects herself as a feminist, as someone not so concerned about size and weight, an intelligent woman who is concerned about race. On the show, however, she plays an everywoman, for whom weight is a much bigger deal than race. Neither persona is necessarily real or assumed – rather, they both reveal the complexities by which race, gender and body size constitute each other, and become cruxes for identification and misidentification. Is It Civilized to Be Fat? When Mindy and her colleague Danny Castellano get together in the second season of the show, you find yourself wondering how on earth they are going to sustain this sitcom, without an on-again/off-again romance, or one that takes about five years to start. When Danny does not want to go public with the relationship, Mindy asks him if he is ashamed of her. Imagine one of the Friends or Sex in the City women asking this question to see just how astonishing it is for a successful, attractive woman to ask a man if he is ashamed to be seen with her. She doesn’t say is it because of my weight, yet the question hangs in the air. When Danny does break up with her, again Mindy feels all the self-disgust of a woman rejected for no clear reason. As Amy Erdman Farrell suggests in her book on fat in American culture and television, fat people are not expected to find love or success. They are expected to be self-deprecating. They are supposed to expect rejection and failure. She says that not only do fat people bear a physical but also a character stigma, in that not only are they considered visually unappealing, but this comes with the idea that they have uncontrolled desires and urges (7-10). Kaling suggests through her cleverly-woven writing that it is because of her body image that Mindy feels self-loathing when Danny breaks up with her. She manages again to make her character an everywoman. Not a fat South Asian woman, but simply an American woman who feels all the shame that seems to go with weight and body image in American culture. However, this assumed connection of fat with immorality and laziness goes a step further. Farrell goes on to say that fat denigration and ethnic discrimination are linked, that popularity and the right to belong and be a citizen are based both on body size and ethnicity. Says Farrell, “our culture assigns many meanings to fatness beyond the actual physical trait – that a person is gluttonous, or filling a deeply disturbed psychological need, or is irresponsible and unable to control primitive urges” (6) – psychological traits that have historically been used to describe people in colonized cultures. Farrell provides an intriguing analysis of Oprah Winfrey and her public ups and downs with weight. She suggests that Winfrey’s public obsession with her own weight, and her struggles with it, are an attempt to be an “everywoman”, to be someone all and not only black women can identify with. Says Farrell, “in order to deracinate herself, to prove that ‘anyone’ can make it, Winfrey must lose weight. Otherwise, the weight of all that fat will always, de facto, mark her as a ‘black woman’, with all the accompanying connotations of inferior, primitive, bodily and out of control” (126). She goes on to say that, “Since the end of the 19th century, fatness has … served as a potent signifier of the line between the primitive and the civilized, feminine and masculine, ethnicity and whiteness, poverty and wealth, homosexuality and heterosexuality, past and future” (126). This suggests that Winfrey’s public confrontations with the question of weight help the women in the audience identify with her as a woman, rather than as a black woman. In a volume on fat studies, Farrell explains that health professionals have further demarcated lines between “civilization and primitive cultures, whiteness and blackness, sexual restraint and sexual promiscuity, beauty and ugliness, progress and the past” (260). She suggests that fat is not just part of discourses on health and beauty, but also intelligence, enterprise, work ethics, as well as race, ethnicity, sexuality and class. These connections are of course repeated in media representations, across media genres and platforms. In women’s magazines, an imperative towards weightloss comes hand-in-hand with the search for love, a woman’s ability to satisfy a man’s as well as her own desires, and with success in glamorous jobs. Sitcom couples on American television often feature men who are ineffectual but funny slobs, married to determined, fit women who are mainly homemakers, and in fact, responsible for the proper functioning of the family, and consequentially, society. In general, bigger women in American and British media are on a quest both for love and weight loss, and the implication is that deep-seated insecurities are connected to both weight gain, as well as failures in love, and that only a resolution of these insecurities will lead to weight loss, which will further lead to success in love. Films such as My Big Fat Greek Wedding and Bridget Jones’s Diary are examples of this prevailing narrative. Thakore investigates the changing image of South Asians on American television, suggesting that South Asians are represented more and more frequently, and in increasingly more central roles. However, Thakore suggests that, “all women of colour deal with hegemonic skin tone ideologies in their racial/ethnic communities, with lighter skin tone and Caucasian facial features considered more appealing and attractive … . As media producers favour casting women who are attractive, so too do the same media producers favour casting women of colour who are attractive in terms of their proximity to White physical characteristics” (153). Similarly, Lee and Vaught suggest that in American popular culture, “both White women and women of colour are represented as reflecting a White ideal or aesthetic. These women conform to a body ideal that reflects White middle class ideals: exceedingly thin, long, flowing hair, and voluptuous” (458). She goes on to say that Asian American women would need to take on a White middle class standing and a simultaneous White notion of the exotic in order to assimilate. For Mindy, then, fat allows her to be an everywoman, but also allows her to adopt her own otherness as a South Asian, and make it her own. This trend shows some signs of changing, however, and I expect that women like Lena Dunham in the HBO comedy Girls and Mindy Kaling are leading the march towards productions of diverse femininities that are at the same time iterated as attractive and desirable. On The Hollywood Reporter, when asked about the more ludicrous questions or comments she faces on social media, Kaling puts on a male voice and says, “You’re ugly and fat, it’s so refreshing to watch!” and “We’re used to skinny people, and you’re so ugly, we love it!” On David Letterman, she mentions having dark skin, and says that lazy beach holidays don’t work for her because she doesn’t understand the trend for tanning, and she can’t really relax. Mindy’s confusions about her weight and body image make her a woman for everyone – not just for South Asian women. Whereas Kaling’s concern over the question of race – and her relative lack of concern over weight – make her a feminist, a professional writer, a woman with a conscience. These personas interweave. They question both normative performances of gender and race, and question the historical conflation of size and minority identity with shame and immorality. Butler suggests that gender is “the repeated stylisation of the body” (Gender, 33). She argues that gender roles can be challenged through a “subversive reiteration” of gender (Gender, 32). In this way, women like Dunham and Kaling, through their deployment of diverse female bodies and femininities, can disrupt the normative iteration of gender and race. Their production of femininity in bodies that are attractive (just not normatively so) has more than just an impact on how we look at fat. They bring to us women that are flawed, assertive, insecure, confident, contradictory, talented, creative, that make difficult choices in love and work, and that don’t make an obsession with weight or even race their markers of self worth.References Bridget Jones’s Diary. Dir. Sharon Maguire. Miramax and Universal Pictures, 2001. Butler, Judith. Gender Trouble. London: Routledge, 1990. Butler, Judith. Bodies That Matter: On the Discursive Limits of Sex. London: Routledge, 1993. Ciecko, Anne. “Representing the Spaces of Diaspora in Contemporary British Films by Women Directors.” Cinema Journal 38.3 (Spring 1999): 67-90. Dave, Shilpa S. Indian Accents: Brown Voice and Racial Performance in American Television. U of Illinois, 2013. Ehlers, Nadine. Racial Imperatives: Discipline, Performativity, and Struggles against Subjection. Bloomington: Indiana University Press, 2012. ER. Warner Bros. Television. NBC, 1994-2009. Farrell, Amy. “‘The White Man’s Burden’”: Female Sexuality, Tourist Postcards, and the Place of the Fat Woman in Early 20th-Century U.S. Culture.” In Esther Rothblum and Sondra Solovay (eds.), The Fat Studies Reader. New York: New York University Press, 2009. Farrell, Amy Erdman. Fat Shame: Stigma and the Fat Body in American Culture. New York: New York University Press, 2011. Friends. Warner Bros. Television. NBC, 1994-2004. Girls. HBO Entertainment and Apatow Productions. HBO, 2012-present. House. Universal Television. Fox, 2004-2012. Lee, Stacey J., and Sabina Vaught. “‘You Can Never Be Too Rich or Too Thin’: Popular and Consumer Culture and the Americanization of Asian American Girls and Young Women.” The Journal of Negro Education 72.4 (2003): 457-466. My Big Fat Greek Wedding. Dir. Joel Zwick. Playtone, 2002. New Girl. 20th Century Fox. Fox, 2011-present. Nicholson, Rebecca. “Mindy Kaling: ‘I Wasn’t Considered Attractive or Funny Enough to Play Myself.’” The Observer 1 June 2014. ‹http://www.theguardian.com/tv-and-radio/2014/jun/01/mindy-kaling-project›. Sex in the City. Warner Bros. Television and HBO Original Programming. HBO, 1998-2004. Strauss, Elissa. “Why Mindy Kaling – Not Lena Dunham – Is the Body Positive Icon of the Moment.” The Week 22 April 2014. ‹http://theweek.com/article/index/260126/why-mindy-kaling-mdash-not-lena-dunham-mdash-is-the-body-positive-icon-of-the-moment›. Thakore, Bhoomi K. “Must-See TV: South Asian Characterizations in American Popular Media.” Sociology Compass 8.2 (2014): 149-156. The Mindy Project. Universal Television, 3 Arts Entertainment, Kaling International. Fox, 2012-present. Ugly Betty. ABC Studios. ABC, 2006-2010. YouTube. “Mindy Kaling on David Letterman.” 29 April 2013. 21 Oct. 2014 ‹http://www.youtube.com/watch?v=z8K1ye2gnJw›. YouTube. “Mindy on Being Called Fat and Ugly on Social Media.” The Hollywood Reporter 14 June 2014. 21 Oct. 2014 ‹http://www.youtube.com/watch?v=Ockt-BeMOWk›. YouTube. “Chris Messina: ‘I Think Mindy Kaling’s Beautiful.’” HuffPost Live 24 April 2014. 21 Oct. 2014 ‹http://www.youtube.com/watch?v=3HtCjGNERKQ›.

As a scholarly discourse, transmedia storytelling relies heavily on conservative constructions of authorship that laud corporate architects and patriarchs such as George Lucas and J.J. Abrams as exemplars of “the creator.” This piece argues that transmedia theory works to construct patriarchal ideals of individual authorship to the detriment of alternative conceptions of transmediality, storyworlds, and authorship. The genesis for this piece was our struggle to find a transmedia storyworld that we were both familiar with, that also qualifies as “legitimate” transmedia in the eyes of our prospective scholarly readers. After trying to wrangle our various interests, fandoms, and areas of expertise into harmony, we realized we were exerting more effort in this process of validating stories as transmedia than actually examining how stories spread across various platforms, how they make meanings, and what kinds of pleasures they offer audiences. Authorship is a definitive criterion of transmedia storytelling theory; it is also an academic red herring. We were initially interested in investigating the possible overdeterminations between the healthcare industry and Breaking Bad (2008-2013). The series revolves around a high school chemistry teacher who launches a successful meth empire as a way to pay for his cancer treatments that a dysfunctional US healthcare industry refuses to fund. We wondered if the success of the series and the timely debates on healthcare raised in its reception prompted any PR response from or discussion among US health insurers. However, our concern was that this dynamic among medical and media industries would not qualify as transmedia because these exchanges were not authored by Vince Gilligan or any of the credited creators of Breaking Bad. Yet, why shouldn’t such interfaces between the “real world” and media fiction count as part of the transmedia story that is Breaking Bad? Most stories are, in some shape or form, transmedia stories at this stage, and transmedia theory acknowledges there is a long history to this kind of practice (Freeman). Let’s dispense with restrictive definitions of transmediality and turn attention to how storytelling behaves in a digital era, that is, the processes of creating, disseminating and amending stories across many different media, the meanings and forms such media and communications produce, and the pleasures they offer audiences.Can we think about how health insurance companies responded to Breaking Bad in terms of transmedia storytelling? Defining Transmedia Storytelling via AuthorshipThe scholarly concern with defining transmedia storytelling via a strong focus on authorship has traced slight distinctions between seriality, franchising, adaptation and transmedia storytelling (Jenkins, “Transmedia Storytelling;” Johnson, “Media Franchising”). However, the theoretical discourse on authorship itself and these discussions of the tensions between forms are underwritten by a gendered bias. Indeed, the very concept of transmediality may be a gendered backlash against the rising prominence of seriality as a historically feminised mode of storytelling, associated with television and serial novels.Even with the move towards traditionally lowbrow, feminized forms of trans-serial narrative, the majority of academic and popular criticism of transmedia storytelling reproduces and reinstates narratives of male-centred, individual authorship that are historically descended from theorizations of the auteur. Auteur theory, which is still considered a legitimate analytical framework today, emerged in postwar theorizations of Hollywood film by French critics, most prominently in the journal Cahiers du Cinema, and at the nascence of film theory as a field (Cook). Auteur theory surfaced as a way to conceptualise aesthetic variation and value within the Fordist model of the Hollywood studio system (Cook). Directors were identified as the ultimate author or “creative source” if a film sufficiently fitted a paradigm of consistent “vision” across their oeuvre, and they were thus seen as artists challenging the commercialism of the studio system (Cook). In this way, classical auteur theory draws a dichotomy between art and authorship on one side and commerce and corporations on the other, strongly valorising the former for its existence within an industrial context dominated by the latter. In recent decades, auteurist notions have spread from film scholarship to pervade popular discourses of media authorship. Even though transmedia production inherently disrupts notions of authorship by diffusing the act of creation over many different media platforms and texts, much of the scholarship disproportionately chooses to vex over authorship in a manner reminiscent of classical auteur theory.In scholarly terms, a chief distinction between serial storytelling and transmedia storytelling lies in how authorship is constructed in relation to the text: serial storytelling has long been understood as relying on distributed authorship (Hilmes), but transmedia storytelling reveres the individual mastermind, or the master architect who plans and disseminates the storyworld across platforms. Henry Jenkins’ definition of transmedia storytelling is multifaceted and includes, “the systematic dispersal of multiple textual elements across many channels, which reflects the synergies of media conglomeration, based on complex story-worlds, and coordinated authorial design of integrated elements” (Jenkins, “Transmedia Storytelling”). Jenkins is perhaps the most pivotal figure in developing transmedia studies in the humanities to date and a key reference point for most scholars working in this subfield.A key limitation of Jenkins’ definition of transmedia storytelling is its emphasis on authorship, which persists in wider scholarship on transmedia storytelling. Jenkins focuses on the nature of authorship as a key characteristic of transmedia productions that distinguishes them from other kinds of intertextual and serial stories:Because transmedia storytelling requires a high degree of coordination across the different media sectors, it has so far worked best either in independent projects where the same artist shapes the story across all of the media involved or in projects where strong collaboration (or co-creation) is encouraged across the different divisions of the same company. (Jenkins, “Transmedia Storytelling”)Since the texts under discussion are commonly large in their scale, budget, and the number of people employed, it is reductive to credit particular individuals for this work and implicitly dismiss the authorial contributions of many others. Elaborating on the foundation set by Jenkins, Matthew Freeman uses Foucauldian concepts to describe two “author-functions” focused on the role of an author in defining the transmedia text itself and in marketing it (Freeman 36-38). Scott, Evans, Hills, and Hadas similarly view authorial branding as a symbolic industrial strategy significant to transmedia storytelling. Interestingly, M.J. Clarke identifies the ways transmedia television texts invite audiences to imagine a central mastermind, but also thwart and defer this impulse. Ultimately, Freeman argues that identifiable and consistent authorship is a defining characteristic of transmedia storytelling (Freeman 37), and Suzanne Scott argues that transmedia storytelling has “intensified the author’s function” from previous eras (47).Industry definitions of transmediality similarly position authorship as central to transmedia storytelling, and Jenkins’ definition has also been widely mobilised in industry discussions (Jenkins, “Transmedia” 202). This is unsurprising, because defining authorial roles has significant monetary value in terms of remuneration and copyright. In speaking to the Producers Guild of America, Jeff Gomez enumerated eight defining characteristics of transmedia production, the very first of which is, “Content is originated by one or a very few visionaries” (PGA Blog). Gomez’s talk was part of an industry-driven bid to have “Transmedia Producer” recognised by the trade associations as a legitimate and significant role; Gomez was successful and is now recognised as a transmedia producer. Nevertheless, his talk of “visionaries” not only situates authorship as central to transmedia production, but constructs authorship in very conservative, almost hagiographical terms. Indeed, Leora Hadas analyses the function of Joss Whedon’s authorship of Marvel's Agents of S.H.I.E.L.D (2013-) as a branding mechanism and argues that authors are becoming increasingly visible brands associated with transmedia stories.Such a discourse of authorship constructs individual figures as artists and masterminds, in an idealised manner that has been strongly critiqued in the wake of poststructuralism. It even recalls tired scholarly endeavours of divining authorial intention. Unsurprisingly, the figures valorised for their transmedia authorship are predominantly men; the scholarly emphasis on authorship thus reinforces the biases of media industries. Further, it idolises these figures at the expense of unacknowledged and under-celebrated female writers, directors and producers, as well as those creative workers labouring “below the line” in areas like production design, art direction, and special effects. Far from critiquing the biases of industry, academic discourse legitimises and lauds them.We hope that scholarship on transmedia storytelling might instead work to open up discourses of creation, production, authorship, and collaboration. For a story to qualify as transmedia is it even necessary to have an identifiable author? Transmedia texts and storyworlds can be genuinely collaborative or authorless creations, in which the harmony of various creators’ intentions may be unnecessary or even undesirable. Further, industry and academics alike often overlook examples of transmedia storytelling that might be considered “lowbrow.” For example, transmedia definitions should include Antonella the Uncensored Reviewer, a relatively small-scale, forty-something, plus size, YouTube channel producer whose persona is dispersed across multiple formats including beauty product reviews, letter writing, as well as interactive sex advice live casts. What happens when we blur the categories of author, celebrity, brand, and narrative in scholarship? We argue that these roles are substantially blurred in media industries in which authors like J.J. Abrams share the limelight with their stars as well as their corporate affiliations, and all “brands” are sutured to the storyworld text. These various actors all shape and are shaped by the narrative worlds they produce in an author-storyworld nexus, in which authorship includes all people working to produce the storyworld as well as the corporation funding it. Authorship never exists inside the limits of a single, male mind. Rather it is a field of relations among various players and stakeholders. While there is value in delineating between these roles for purposes of analysis and scholarly discussion, we should acknowledge that in the media industry, the roles of various stakeholders are increasingly porous.The current academic discourse of transmedia storytelling reconstructs old social biases and hierarchies in contexts where they might be most vulnerable to breakdown. Scott argues that,despite their potential to demystify and democratize authorship between producers and consumers, transmedia stories tend to reinforce boundaries between ‘official’ and ‘unauthorized’ forms of narrative expansion through the construction of a single author/textual authority figure. (44)Significantly, we suggest that it is the theorisation of transmedia storytelling that reinforces (or in fact constructs anew) an idealised author figure.The gendered dimension of the scholarly distinction between serialised (or trans-serial) and transmedial storytelling builds on a long history in the arts and the academy alike. In fact, an important precursor of transmedia narratives is the serialized novel of the Victorian era. The literature of Charlotte Brontë, George Eliot and Harriet Beecher Stowe was published in serial form and among the most widely read of the Victorian era in Western culture (Easley; Flint 21; Hilmes). Yet, these novels are rarely given proportional credit in what is popularly taught as the Western literary canon. The serial storytelling endemic to television as a medium has similarly been historically dismissed and marginalized as lowbrow and feminine (at least until the recent emergence of notions of the industrial role of the “showrunner” and the critical concept of “quality television”). Joanne Morreale outlines how trans-serial television examples, like The Dick Van Dyke Show, which spread their storyworlds across a number of different television programs, offer important precursors to today’s transmedia franchises (Morreale). In television’s nascent years, the anthology plays of the 1940s and 50s, which were discrete, unconnected hour-length stories, were heralded as cutting-edge, artistic and highbrow while serial narrative forms like the soap opera were denigrated (Boddy 80-92). Crucially, these anthology plays were largely created by and aimed at males, whereas soap operas were often created by and targeted to female audiences. The gendered terms in which various genres and modes of storytelling are discussed have implications for the value assigned to them in criticism, scholarship and culture more broadly (Hilmes; Kuhn; Johnson, “Devaluing”). Transmedia theory, as a scholarly discourse, betrays similarly gendered leanings as early television criticism, in valorising forms of transmedia narration that favour a single, male-bodied, and all-powerful author or corporation, such as George Lucas, Jim Henson or Marvel Comics.George Lucas is often depicted in scholarly and popular discourses as a headstrong transmedia auteur, as in the South Park episode ‘The China Problem’ (2008)A Circle of Men: Fans, Creators, Stories and TheoristsInterestingly, scholarly discourse on transmedia even betrays these gendered biases when exploring the engagement and activity of audiences in relation to transmedia texts. Despite the definitional emphasis on authorship, fan cultures have been a substantial topic of investigation in scholarly studies of transmedia storytelling, with many scholars elevating fans to the status of author, exploring the apparent blurring of these boundaries, and recasting the terms of these relationships (Scott; Dena; Pearson; Stein). Most notably, substantial scholarly attention has traced how transmedia texts cultivate a masculinized, “nerdy” fan culture that identifies with the male-bodied, all-powerful author or corporation (Brooker, Star Wars, Using; Jenkins, Convergence). Whether idealising the role of the creators or audiences, transmedia theory reinforces gendered hierarchies. Star Wars (1977-) is a pivotal corporate transmedia franchise that significantly shaped the convergent trajectory of media industries in the 20th century. As such it is also an anchor point for transmedia scholarship, much of which lauds and legitimates the creative work of fans. However, in focusing so heavily on the macho power struggle between George Lucas and Star Wars fans for authorial control over the storyworld, scholarship unwittingly reinstates Lucas’s status as sole creator rather than treating Star Wars’ authorship as inherently diffuse and porous.Recent fan activity surrounding animated adult science-fiction sitcom Rick and Morty (2013-) further demonstrates the macho culture of transmedia fandom in practice and its fascination with male authors. The animated series follows the intergalactic misadventures of a scientific genius and his grandson. Inspired by a seemingly inconsequential joke on the show, some of its fans began to fetishize a particular, limited-edition fast food sauce. When McDonalds, the actual owner of that sauce, cashed in by promoting the return of its Szechuan Sauce, a macho culture within the show’s fandom reached its zenith in the forms of hostile behaviour at McDonalds restaurants and online (Alexander and Kuchera). Rick and Morty fandom also built a misogynist reputation for its angry responses to the show’s efforts to hire a writer’s room that gave equal representation to women. Rick and Morty trolls doggedly harassed a few of the show’s female writers through 2017 and went so far as to post their private information online (Barsanti). Such gender politics of fan cultures have been the subject of much scholarly attention (Johnson, “Fan-tagonism”), not least in the many conversations hosted on Jenkins’ blog. Gendered performances and readings of fan activity are instrumental in defining and legitimating some texts as transmedia and some creators as masterminds, not only within fandoms but also in the scholarly discourse.When McDonalds promoted the return of their Szechuan Sauce, in response to its mention in the story world of animated sci-fi sitcom Rick and Morty, they contributed to transmedia storytelling.Both Rick and Morty and Star Wars are examples of how masculinist fan cultures, stubborn allegiances to male authorship, and definitions of transmedia converge both in academia and popular culture. While Rick and Morty is, in reality, partly female-authored, much of its media image is still anchored to its two male “creators,” Justin Roiland and Dan Harmon. Particularly in the context of #MeToo feminism, one wonders how much female authorship has been elided from existing storyworlds and, furthermore, what alternative examples of transmedia narration are exempt from current definitions of transmediality.The individual creator is a social construction of scholarship and popular discourse. This imaginary creator bears little relation to the conditions of creation and production of transmedia storyworlds, which are almost always team written and collectively authored. Further, the focus on writing itself elides the significant contributions of many creators such as those in production design (Bevan). Beyond that, what creative credit do focus groups deserve in shaping transmedia stories and their multi-layered, multi-platformed reaches? Is authorship, or even credit, really the concept we, as scholars, want to invest in when studying these forms of narration and mediation?At more symbolic levels, the seemingly exhaustless popular and scholarly appetite for male-bodied authorship persists within storyworlds themselves. The transmedia examples popularly and academically heralded as “seminal” centre on patrimony, patrilineage, and inheritance (i.e. Star Wars [1977-] and The Lord of the Rings [1937-]). Of course, Harry Potter (2001-2009) is an outlier as the celebrification of J.K. Rowling provides a strong example of credited female authorship. However, this example plays out many of the same issues, albeit the franchise is attached to a woman, in that it precludes many of the other creative minds who have helped shape Harry Potter’s world. How many more billions of dollars need we invest in men writing about the mysteries of how other men spread their genetic material across fictional universes? Moreover, transmedia studies remains dominated by academic men geeking out about how fan men geek out about how male creators write about mostly male characters in stories about … men. There are other stories waiting to be told and studied through the practices and theories of transmedia. These stories might be gender-inclusive and collective in ways that challenge traditional notions of authorship, control, rights, origin, and property.Obsession with male authorship, control, rights, origin, paternity and property is recognisible in scholarship on transmedia storytelling, and also symbolically in many of the most heralded examples of transmedia storytelling, such as the Star Wars saga.Prompting Broader DiscussionThis piece urges the development of broader understandings of transmedia storytelling. A range of media scholarship has already begun this work. Jonathan Gray’s book on paratexts offers an important pathway for such scholarship by legitimating ancillary texts, like posters and trailers, that uniquely straddle promotional and feature content platforms (Gray). A wave of scholars productively explores transmedia storytelling with a focus on storyworlds (Scolari; Harvey), often through the lens of narratology (Ryan; Ryan and Thon). Scolari, Bertetti, and Freeman have drawn together a media archaeological approach and a focus on transmedia characters in an innovative way. We hope to see greater proliferation of focuses and perspectives for the study of transmedia storytelling, including investigations that connect fictional and non-fictional worlds and stories, and a more inclusive variety of life experiences.Conversely, new scholarship on media authorship provides fresh directions, models, methods, and concepts for examining the complexity and messiness of this topic. A growing body of scholarship on the functions of media branding is also productive for reconceptualising notions of authorship in transmedia storytelling (Bourdaa; Dehry Kurtz and Bourdaa). Most notably, A Companion to Media Authorship edited by Gray and Derek Johnson productively interrogates relationships between creative processes, collaborative practices, production cultures, industrial structures, legal frameworks, and theoretical approaches around media authorship. Its case studies begin the work of reimagining of the role of authorship in transmedia, and pave the way for further developments (Burnett; Gordon; Hilmes; Stein). In particular, Matt Hills’s case study of how “counter-authorship” was negotiated on Torchwood (2006-2011) opens up new ways of thinking about multiple authorship and the variety of experiences, contributions, credits, and relationships this encompasses. Johnson’s Media Franchising addresses authorship in a complex way through a focus on social interactions, without making it a defining feature of the form; it would be significant to see a similar scholarly treatment of transmedia. At the very least, scholarly attention might turn its focus away from the very patriarchal activity of discussing definitions among a coterie and, instead, study the process of spreadability of male-centred transmedia storyworlds (Jenkins, Ford, and Green). Given that transmedia is not historically unique to the digital age, scholars might instead study how spreadability changes with the emergence of digitality and convergence, rather than pontificating on definitions of adaptation versus transmedia and cinema versus media.We urge transmedia scholars to distance their work from the malignant gender politics endemic to the media industries and particularly global Hollywood. The confluence of gendered agendas in both academia and media industries works to reinforce patriarchal hierarchies. The humanities should offer independent analysis and critique of how media industries and products function, and should highlight opportunities for conceiving of, creating, and treating such media practices and texts in new ways. As such, it is problematic that discourses on transmedia commonly neglect the distinction between what defines transmediality and what constitutes good examples of transmedia. This blurs the boundaries between description and prescription, taxonomy and hierarchy, analysis and evaluation, and definition and taste. Such discourses blinker us to what we might consider to be transmedia, but also to what examples of “good” transmedia storytelling might look like.Transmedia theory focuses disproportionately on authorship. This restricts a comprehensive understanding of transmedia storytelling, limits the lenses we bring to it, obstructs the ways we evaluate transmedia stories, and impedes how we imagine the possibilities for both media and storytelling. Stories have always been transmedial. What changes with the inception of transmedia theory is that men can claim credit for the stories and for all the work that many people do across various sectors and industries. It is questionable whether authorship is important to transmedia, in which creation is most often collective, loosely planned (at best) and diffused across many people, skill sets, and sectors. While Jenkins’s work has been pivotal in the development of transmedia theory, this is a ripe moment for the diversification of theoretical paradigms for understanding stories in the digital era.ReferencesAlexander, Julia, and Ben Kuchera. “How a Rick and Morty Joke Led to a McDonald’s Szechuan Sauce Controversy.” Polygon 4 Apr. 2017. <https://www.polygon.com/2017/10/12/16464374/rick-and-morty-mcdonalds-szechuan-sauce>.Aristotle. Aristotle's Poetics. New York: Hill and Wang, 1961. Barsanti, Sami. “Dan Harmon Is Pissed at Rick and Morty Fans Harassing Female Writers.” The AV Club 21 Sep. 2017. <https://www.avclub.com/dan-harmon-is-pissed-at-rick-and-morty-fans-for-harassi-1818628816>.Bevan, Alex. “Nostalgia for Pre-Digital Media in Mad Men.” Television & New Media 14.6 (2013): 546-559.Boddy, William. Fifties Television: The Industry and Its Critics. Chicago: U of Illinois P, 1993.Bourdaa, Mélanie. “This Is Not Marketing. 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Storyworlds across Media: Toward a Media-Conscious Narratology. Lincoln: U of Nebraska P, 2014.Scolari, Carlos A. “Transmedia Storytelling: Implicit Consumers, Narrative Worlds, and Branding in Contemporary Media Production.” International Journal of Communication, 3 (2009): 586-606.———, Paolo Bertetti, and Matthew Freeman. Transmedia Archaeology: Storytelling in the Borderlines of Science Fiction. London: Palgrave, 2014.Scott, Suzanne. “Who’s Steering the Mothership?: The Role of the Fanboy Auteur in Transmedia Storytelling.” In The Participatory Cultures Handbook, edited by Aaron Delwiche and Jennifer Jacobs Henderson, 43-52. London: Routledge, 2013.Stein, Louisa Ellen. “#Bowdown to Your New God: Misha Collins and Decentered Authorship in the Digital Age.” In A Companion to Media Authorship, ed. Jonathan Gray and Derek Johnson, 403-425. Oxford: Wiley, 2013.

The brand began, quite literally, as a method for ranchers to identify their cattle. By burning a distinct symbol into the hide of a baby calf, the owner could insure that if it one day wandered off his property or was stolen by a competitor, he’d be able to point to that logo and claim the animal as his rightful property. When the manufacturers of products adopted the brand as a way of guaranteeing the quality of their goods, its function remained pretty much the same. Buying a package of oats with the Quaker label meant the customer could trace back these otherwise generic oats to their source. If there was a problem, he knew where he could turn. More important, if the oats were of satisfactory or superior quality, he knew where he could get them again. Trademarking a brand meant that no one else could call his oats Quaker. Advertising in this innocent age simply meant publicizing the existence of one’s brand. The sole objective was to increase consumers awareness of the product or company that made it. Those who even thought to employ specialists for the exclusive purpose of writing ad copy hired newspaper reporters and travelling salesmen, who knew how to explain the attributes of an item in words that people tended to remember. It wasn’t until 1922 that a preacher and travelling “medicine show” salesman-turned-copywriter named Claude Hopkins decided that advertising should be systematized into a science. His short but groundbreaking book Scientific Advertising proposed that the advertisement is merely a printed extension of the salesman¹s pitch and should follow the same rules. Hopkins believed in using hard descriptions over hype, and text over image: “The more you tell, the more you sell” and “White space is wasted space” were his mantras. Hopkins believed that any illustrations used in an ad should be directly relevant to the product itself, not just a loose or emotional association. He insisted on avoiding “frivolity” at all costs, arguing that “no one ever bought from a clown.” Although some images did appear in advertisements and on packaging as early as the 1800s - the Quaker Oats man showed up in 1877 - these weren¹t consciously crafted to induce psychological states in customers. They were meant just to help people remember one brand over another. How better to recall the brand Quaker than to see a picture of one? It wasn’t until the 1930s, 1940s, and 1950s, as Americans turned toward movies and television and away from newspapers and radio, that advertisers’ focus shifted away from describing their brands and to creating images for them. During these decades, Midwestern adman Leo Burnett concocted what is often called the Chicago school of advertising, in which lovable characters are used to represent products. Green Giant, which was originally just the Minnesota Valley Canning Company’s code name for an experimental pea, became the Jolly Green Giant in young Burnett’s world of animated characters. He understood that the figure would make a perfect and enticing brand image for an otherwise boring product and could also serve as a mnemonic device for consumers. As he watched his character grow in popularity, Burnett discovered that the mythical figure of a green giant had resonance in many different cultures around the world. It became a kind of archetype and managed to penetrate the psyche in more ways than one. Burnett was responsible for dozens of character-based brand images, including Tony the Tiger, Charlie the Tuna, Morris the Cat, and the Marlboro Man. In each case, the character creates a sense of drama, which engages the audience in the pitch. This was Burnett’s great insight. He still wanted to sell a product based on its attributes, but he knew he had to draw in his audience using characters. Brand images were also based on places, like Hidden Valley Ranch salad dressing, or on recognizable situations, such as the significant childhood memories labelled “Kodak moments” or a mother nurturing her son on a cold day, a defining image for Campbell’s soup. In all these cases, however, the moment, location, or character went only so far as to draw the audience into the ad, after which they would be subjected to a standard pitch: ‘Soup is good food’, or ‘Sorry, Charlie, only the best tuna get to be Starkist’. Burnett saw himself as a homespun Midwesterner who was contributing to American folklore while speaking in the plain language of the people. He took pride in the fact that his ads used words like “ain’t”; not because they had some calculated psychological effect on the audience, but because they communicated in a natural, plainspoken style. As these methods found their way to Madison Avenue and came to be practiced much more self-consciously, Burnett¹s love for American values and his focus on brand attributes were left behind. Branding became much more ethereal and image-based, and ads only occasionally nodded to a product’s attributes. In the 1960s, advertising gurus like David Ogilvy came up with rules about television advertising that would have made Claude Hopkins shudder. “Food in motion” dictated that food should always be shot by a moving camera. “Open with fire” meant that ads should start in a very exciting and captivating way. Ogilvy told his creatives to use supers - text superimposed on the screen to emphasize important phrases and taglines. All these techniques were devised to promote brand image, not the product. Ogilvy didn’t believe consumers could distinguish between products were it not for their images. In Ogilvy on Advertising, he explains that most people cannot tell the difference between their own “favourite” whiskey and the closest two competitors’: ‘Have they tried all three and compared the taste? Don¹t make me laugh. The reality is that these three brands have different images which appeal to different kinds of people. It isn¹t the whiskey they choose, it’s the image. The brand image is ninety percent of what the distiller has to sell.’ (Ogilvy, 1993). Thus, we learned to “trust our car to the man who wears the star” not because Texaco had better gasoline than Shell, but because the company’s advertisers had created a better brand image. While Burnett and his disciples were building brand myths, another school of advertisers was busy learning about its audience. Back in the 1920s, Raymond Rubicam, who eventually founded the agency Young and Rubicam, thought it might be interesting to hire a pollster named Dr. Gallup from Northwestern University to see what could be gleaned about consumers from a little market research. The advertising industry’s version of cultural anthropology, or demographics, was born. Like the public-relations experts who study their target populations in order to manipulate them later, marketers began conducting polls, market surveys, and focus groups on the segments of the population they hoped to influence. And to draw clear, clean lines between demographic groups, researchers must almost always base distinctions on four factors: race, age, sex, and wages. Demographic research is reductionist by design. I once consulted to an FM radio station whose station manager wanted to know, “Who is our listener?” Asking such a question reduces an entire listenership down to one fictional person. It’s possible that no single individual will ever match the “customer profile” meant to apply to all customers, which is why so much targeted marketing often borders on classist, racist, and sexist pandering. Billboards for most menthol cigarettes, for example, picture African-Americans because, according to demographic research, black people prefer them to regular cigarettes. Microsoft chose Rolling Stones songs to launch Windows 95, a product targeted at wealthy baby boomers. “The Women’s Global Challenge” was an advertising-industry-created Olympics for women, with no purpose other than to market to active females. By the 1970s, the two strands of advertising theory - demographic research and brand image - were combined to develop campaigns that work on both levels. To this day, we know to associate Volvos with safety, Dr. Pepper with individuality, and Harley-Davidson with American heritage. Each of these brand images is crafted to appeal to the target consumer’s underlying psychological needs: Volvo ads are aimed at upper-middle-class white parents who fear for their children’s health and security, Dr. Pepper is directed to young nonconformists, and the Harley-Davidson image supports its riders’ self-perception as renegades. Today’s modern (or perhaps postmodern) brands don’t invent a corporate image on their own; they appropriate one from the media itself, such as MetLife did with Snoopy, Butterfinger did with Bart Simpson, or Kmart did by hiring Penny Marshall and Rosie O’Donnell. These mascots were selected because their perceived characteristics match the values of their target consumers - not the products themselves. In the language of today’s marketers, brand images do not reflect on products but on advertisers’ perceptions of their audiences’ psychology. This focus on audience composition and values has become the standard operating procedure in all of broadcasting. When Fox TV executives learned that their animated series “King of the Hill”, about a Texan propane distributor, was not faring well with certain demographics, for example, they took a targeted approach to their character’s rehabilitation. The Brandweek piece on Fox’s ethnic campaign uncomfortably dances around the issue. Hank Hill is the proverbial everyman, and Fox wants viewers to get comfortable with him; especially viewers in New York, where “King of the Hill”’s homespun humor hasn’t quite caught on with the young urbanites. So far this season, the show has pulled in a 10.1 rating/15 share in households nationally, while garnering a 7.9 rating/12 share in New York (Brandweek, 1997) As far as Fox was concerned, while regular people could identify with the network’s new “everyman” character, New Yorkers weren’t buying his middle-American patter. The television show’s ratings proved what TV executives had known all along: that New York City’s Jewish demographic doesn’t see itself as part of the rest of America. Fox’s strategy for “humanizing” the character to those irascible urbanites was to target the group’s ethnographic self-image. Fox put ads for the show on the panels of sidewalk coffee wagons throughout Manhattan, with the tagline “Have a bagel with Hank”. In an appeal to the target market’s well-developed (and well-researched) cynicism, Hank himself is shown saying, “May I suggest you have that with a schmear”. The disarmingly ethnic humor here is meant to underscore the absurdity of a Texas propane salesman using a Jewish insider’s word like “schmear.” In another Upper West Side billboard, Hank’s son appeals to the passing traffic: “Hey yo! Somebody toss me up a knish!” As far as the New York demographic is concerned, these jokes transform the characters from potentially threatening Southern rednecks into loveable hicks bending over backward to appeal to Jewish sensibilities, and doing so with a comic and, most important, nonthreatening inadequacy. Today, the most intensely targeted demographic is the baby - the future consumer. Before an average American child is twenty months old, he can recognize the McDonald’s logo and many other branded icons. Nearly everything a toddler encounters - from Band-Aids to underpants - features the trademarked characters of Disney or other marketing empires. Although this target market may not be in a position to exercise its preferences for many years, it pays for marketers to imprint their brands early. General Motors bought a two-page ad in Sports Illustrated for Kids for its Chevy Venture minivan. Their brand manager rationalized that the eight-to-fourteen-year-old demographic consists of “back-seat consumers” (Leonhardt, 1997). The real intention of target marketing to children and babies, however, goes deeper. The fresh neurons of young brains are valuable mental real estate to admen. By seeding their products and images early, the marketers can do more than just develop brand recognition; they can literally cultivate a demographic’s sensibilities as they are formed. A nine-year-old child who can recognize the Budweiser frogs and recite their slogan (Bud-weis-er) is more likely to start drinking beer than one who can remember only Tony the Tiger yelling, “They¹re great!” (Currently, more children recognize the frogs than Tony.) This indicates a long-term coercive strategy. The abstraction of brand images from the products they represent, combined with an increasing assault on our demographically targeted psychological profiles, led to some justifiable consumer paranoia by the 1970s. Advertising was working on us in ways we couldn’t fully understand, and people began to look for an explanation. In 1973, Wilson Bryan Key, a communications researcher, wrote the first of four books about “subliminal advertising,” in which he accused advertisers of hiding sexual imagery in ice cubes, and psychoactive words like “sex” onto the airbrushed surfaces of fashion photographs. Having worked on many advertising campaigns from start to finish, in close proximity to everyone from copywriters and art directors to printers, I can comfortably put to rest any rumours that major advertising agencies are engaging in subliminal campaigns. How do images that could be interpreted as “sexual” show up in ice cubes or elbows? The final photographs chosen for ads are selected by committee out of hundreds that are actually shot. After hours or days of consideration, the group eventually feels drawn to one or two photos out of the batch. Not surprising, these photos tend to have more evocative compositions and details, but no penises, breasts, or skulls are ever superimposed onto the images. In fact, the man who claims to have developed subliminal persuasion, James Vicary, admitted to Advertising Age in 1984 that he had fabricated his evidence that the technique worked in order to drum up business for his failing research company. But this confession has not assuaged Key and others who relentlessly, perhaps obsessively, continue to pursue those they feel are planting secret visual messages in advertisements. To be fair to Key, advertisers have left themselves open to suspicion by relegating their work to the abstract world of the image and then targeting consumer psychology so deliberately. According to research by the Roper Organization in 1992, fifty-seven percent of American consumers still believe that subliminal advertising is practiced on a regular basis, and only one in twelve think it “almost never” happens. To protect themselves from the techniques they believe are being used against them, the advertising audience has adopted a stance of cynical suspicion. To combat our increasing awareness and suspicion of demographic targeting, marketers have developed a more camouflaged form of categorization based on psychological profiles instead of race and age. Jim Schroer, the executive director of new marketing strategy at Ford explains his abandonment of broad-demographic targeting: ‘It’s smarter to think about emotions and attitudes, which all go under the term: psychographics - those things that can transcend demographic groups.’ (Schroer, 1997) Instead, he now appeals to what he calls “consumers’ images of themselves.” Unlike broad demographics, the psychographic is developed using more narrowly structured qualitative-analysis techniques, like focus groups, in-depth interviews, and even home surveillance. Marketing analysts observe the behaviors of volunteer subjects, ask questions, and try to draw causal links between feelings, self-image, and purchases. A company called Strategic Directions Group provides just such analysis of the human psyche. In their study of the car-buying habits of the forty-plus baby boomers and their elders, they sought to define the main psychological predilections that human beings in this age group have regarding car purchases. Although they began with a demographic subset of the overall population, their analysis led them to segment the group into psychographic types. For example, members of one psychographic segment, called the ³Reliables,² think of driving as a way to get from point A to point B. The “Everyday People” campaign for Toyota is aimed at this group and features people depending on their reliable and efficient little Toyotas. A convertible Saab, on the other hand, appeals to the ³Stylish Fun² category, who like trendy and fun-to-drive imports. One of the company’s commercials shows a woman at a boring party fantasizing herself into an oil painting, where she drives along the canvas in a sporty yellow Saab. Psychographic targeting is more effective than demographic targeting because it reaches for an individual customer more directly - like a fly fisherman who sets bait and jiggles his rod in a prescribed pattern for a particular kind of fish. It’s as if a marketing campaign has singled you out and recognizes your core values and aspirations, without having lumped you into a racial or economic stereotype. It amounts to a game of cat-and-mouse between advertisers and their target psychographic groups. The more effort we expend to escape categorization, the more ruthlessly the marketers pursue us. In some cases, in fact, our psychographic profiles are based more on the extent to which we try to avoid marketers than on our fundamental goals or values. The so-called “Generation X” adopted the anti-chic aesthetic of thrift-store grunge in an effort to find a style that could not be so easily identified and exploited. Grunge was so self-consciously lowbrow and nonaspirational that it seemed, at first, impervious to the hype and glamour normally applied swiftly to any emerging trend. But sure enough, grunge anthems found their way onto the soundtracks of television commercials, and Dodge Neons were hawked by kids in flannel shirts saying “Whatever.” The members of Generation X are putting up a good fight. Having already developed an awareness of how marketers attempt to target their hearts and wallets, they use their insight into programming to resist these attacks. Unlike the adult marketers pursuing them, young people have grown up immersed in the language of advertising and public relations. They speak it like natives. As a result, they are more than aware when a commercial or billboard is targeting them. In conscious defiance of demographic-based pandering, they adopt a stance of self-protective irony‹distancing themselves from the emotional ploys of the advertisers. Lorraine Ketch, the director of planning in charge of Levi¹s trendy Silvertab line, explained, “This audience hates marketing that’s in your face. It eyeballs it a mile away, chews it up and spits it out” (On Advertising, 1998). Chiat/Day, one of the world’s best-known and experimental advertising agencies, found the answer to the crisis was simply to break up the Gen-X demographic into separate “tribes” or subdemographics - and include subtle visual references to each one of them in the ads they produce for the brand. According to Levi’s director of consumer marketing, the campaign meant to communicate, “We really understand them, but we are not trying too hard” (On Advertising, 1998). Probably unintentionally, Ms. Ketch has revealed the new, even more highly abstract plane on which advertising is now being communicated. Instead of creating and marketing a brand image, advertisers are creating marketing campaigns about the advertising itself. Silvertab’s target market is supposed to feel good about being understood, but even better about understanding the way they are being marketed to. The “drama” invented by Leo Burnett and refined by David Ogilvy and others has become a play within a play. The scene itself has shifted. The dramatic action no longer occurs between the audience and the product, the brand, or the brand image, but between the audience and the brand marketers. As audiences gain even more control over the media in which these interactive stories unfold, advertising evolves ever closer to a theatre of the absurd. excerpted from Coercion: Why We Listen to What "They" Say)? Works Cited Ogilvy, David. Ogilvy on Advertising. New York: Vintage, 1983. Brandweek Staff, "Number Crunching, Hollywood Style," Brandweek. October 6, 1997. Leonhardt, David, and Kathleen Kerwin, "Hey Kid, Buy This!" Business Week. June 30, 1997 Schroer, Jim. Quoted in "Why We Kick Tires," by Carol Morgan and Doron Levy. Brandweek. Sept 29, 1997. "On Advertising," The New York Times. August 14, 1998 Citation reference for this article Substitute your date of access for Dn Month Year etc... MLA Style Rushkoff, Douglas. "Coercion " M/C: A Journal of Media and Culture< http://www.media-culture.org.au/0306/06-coercion.php>. APA Style Rushkoff, D. (2003, Jun 19). Coercion . M/C: A Journal of Media and Culture, 6,< http://www.media-culture.org.au/0306/06-coercion.php>

The concept of transmedia storyworlds unfolding across complex serial narrative structures has become increasingly important to the study of modern media industries and audience communities. Yet, the precise connections between transmedia networks, serial structures, and narrative processes often remain underdeveloped. The dispersion of potential story elements across a diverse collection of media platforms and technologies prompts questions concerning the function of seriality in the absence of fixed instalments, the meaning of narrative when plot is largely a personal construction of each audience member, and the nature of storytelling in the absence of a unifying author, or when authorship itself takes on a serial character. This special issue opens a conversation on the intersection of these three concepts and their implications for a variety of disciplines, artistic practices, and philosophies. By re-thinking these concepts from fresh perspectives, the collection challenges scholars to consider how a wide range of academic, aesthetic, and social phenomena might be productively thought through using the overlapping lenses of transmedia, seriality, and narrativity. Thus, the collection gathers scholars from life-writing, sport, film studies, cultural anthropology, fine arts, media studies, and literature, all of whom find common ground at this fruitful crossroads. This breadth also challenges the narrow use of transmedia as a specialized term to describe current developments in corporate mass media products that seek to exploit the affordances of hybrid digital media environments. Many prominent scholars, including Marie-Laure Ryan and Henry Jenkins, acknowledge that a basic definition of transmedia as stories with extensions and reinterpretations in numerous media forms includes the oldest kinds of human expression, such as the ancient storyworlds of Arthurian legend and The Odyssey. Yet, what Jenkins terms “top-down” transmedia—that is, pre-planned and often corporate transmedia—has received a disproportionate share of scholarly attention, with modern franchises like The Matrix, the Marvel universe, and Lost serving as common exemplars (Flanagan, Livingstone, and McKenny; Hadas; Mittell; Scolari). Thus, many of the contributions to this issue push the boundaries of what has commonly been studied as transmedia as well as the limits of what may be considered a serial structure or even a story. For example, these papers imagine how an autobiography may also be a digital concept album unfolding in reverse, how participatory artistic performances may unfold in unpredictable instalments across physical and digital space, and how studying sports fandom as a long series of transmedia narrative elements encourages scholars to grapple with the unique structures assembled by audiences of non-fictional story worlds. Setting these experimental offerings into dialogue with entries that approach the study of transmedia in a more established manner provides the basis for building bridges between such recognized conversations in new media studies and potential collaborations with other disciplines and subfields of media studies.This issue builds upon papers collected from four years of the International Transmedia Serial Narration Seminar, which I co-organized with Dr. Claire Cornillon, Assistant Professor (Maîtresse de Conférences) of comparative literature at Université de Nîmes. The seminar held sessions in Paris, Le Havre, Rouen, Amsterdam, and Utrecht, with interdisciplinary speakers from the USA, Australia, France, Belgium, and the Netherlands. As a transnational, interdisciplinary project intended to cross both theoretical and physical boundaries, the seminar aimed to foster exchange between academic conversations that can become isolated not only within disciplines, but also within national and linguistic borders. The seminar thus sought to enhance academic mobility between both people and ideas, and the digital, open-access publication of the collected papers alongside additional scholarly interlocutors serves to broaden the seminar’s goals of creating a border-crossing conversation. After two special issues primarily collecting the French language papers in TV/Series (2014) and Revue Française des Sciences de l’Information et de la Communication (2017), this issue seeks to share the Transmedia Serial Narration project with a wider audience by publishing the remaining English-language papers, accompanied by several other contributions in dialogue with the seminar’s themes. It is our hope that this collection will invite a broad international audience to creatively question the meaning of transmedia, seriality, and narrativity both historically and in the modern, rapidly changing, global and digital media environment.Several articles in the issue illuminate existing debates and common case studies in transmedia scholarship by comparing theoretical models to the much more slippery reality of a media form in flux. Thus, Mélanie Bourdaa’s feature article, “From One Medium to the Next: How Comic Books Create Richer Storylines,” examines theories of narrative complexity and transmedia by scholars including Henry Jenkins, Derek Johnson, and Jason Mittell to then propose a new typology of extensions to accommodate the lived reality expressed by producers of transmedia. Because her interviews with artists and writers emphasize the co-constitutive nature of economic and narrative considerations in professionals’ decisions, Bourdaa’s typology can offer researchers a tool to clarify the marketing and narrative layers of transmedia extensions. As such, her classification system further illuminates what is particular about forms of corporate transmedia with a profit orientation, which may not be shared by non-profit, collective, and independently produced transmedia projects.Likewise, Radha O’Meara and Alex Bevan map existing scholarship on transmedia to point out the limitations of deriving theory only from certain forms of storytelling. In their article “Transmedia Theory’s Author Discourse and Its Limitations,” O’Meara and Bevan argue that scholars have preferred to focus on examples of transmedia with a strong central author-figure or that they may indeed help to rhetorically shore up the coherency of transmedia authorship through writing about transmedia creators as auteurs. Tying their critique to the established weaknesses of auteur theory associated with classic commentaries like Roland Barthes’ “Death of the Author” and Foucault’s “What is an Author?”, O’Meara and Bevan explain that this focus on transmedia creators as authority figures reinforces hierarchical, patriarchal understandings of the creative process and excludes from consideration all those unauthorized transmedia extensions through which audiences frequently engage and make meaning from transmedia networks. They also emphasize the importance of constructing academic theories of transmedia authorship that can accommodate collaborative forms of hybrid amateur and professional authorship, as well as tolerate the ambiguities of “authorless” storyworlds that lack clear narrative boundaries. O’Meara and Bevan argue that such theories will help to break down gendered power hierarchies in Hollywood, which have long allowed individual men to “claim credit for the stories and for all the work that many people do across various sectors and industries.”Dan Hassler-Forest likewise considers existing theory and a corporate case study in his examination of analogue echoes within a modern transmedia serial structure by mapping the storyworld of Twin Peaks (1990). His article, “‘Two Birds with One Stone’: Transmedia Serialisation in Twin Peaks,” demonstrates the push-and-pull between two contemporary TV production strategies: first, the use of transmedia elements that draw viewers away from the TV screen toward other platforms, and second, the deployment of strategies that draw viewers back to the TV by incentivizing broadcast-era appointment viewing. Twin Peaks offers a particularly interesting example of the manner in which these strategies intertwine partly because it already offered viewers an analogue transmedia experience in the 1990s by splitting story elements between TV episodes and books. Unlike O’Meara and Bevan, who elucidate the growing prominence of transmedia auteurs who lend rhetorical coherence to dispersed narrative elements, Hassler-Forest argues that this older analogue transmedia network capitalized upon the dilution of authorial authority, due to the distance between TV and book versions, to negotiate tensions between the producers’ competing visions. Hassler-Forest also notes that the addition of digital soundtrack albums further complicates the serial nature of the story by using the iTunes and TV distribution schedules to incentivize repeated sequential consumption of each element, thus drawing modern viewers to the TV screen, then the computer screen, and then back again.Two articles offer a concrete test of these theoretical perspectives by utilizing ethnographic participant-observation and interviewing to examine how audiences actually navigate diffuse, dispersed storyworlds. For example, Céline Masoni’s article, “From Seriality to Transmediality: A Socio-narrative Approach of a Skilful and Literate Audience,” documents fans’ highly strategic participatory practices. From her observations of and interviews with fans, Masoni theorizes the types of media literacy and social as well as technological competencies cultivated through transmedia fan practices. Olivier Servais and Sarah Sepulchre’s article similarly describes a long-term ethnography of fan transmedia activity, including interviews with fans and participant-observation of the MMORPG (Massively Multiplayer Online Role-Playing Game) Game of Thrones Ascent (2013). Servais and Sepulchre find that most people in their interviews are not “committed” fans, but rather casual readers and viewers who follow transmedia extensions sporadically. By focusing on this group, they widen the existing research which often focuses on or assumes a committed audience like the skilful and literate fans discussed by Masoni.Servais and Sepulchre’s results suggest that these viewers may be less likely to seek out all transmedia extensions but readily accept and adapt unexpected elements, such as the media appearances of actors, to add to their serial experiences of the storyworld. In a parallel research protocol observing the Game of Thrones Ascent MMORPG, Servais and Sepulchre report that the most highly-skilled players exhibit few behaviours associated with immersion in the storyworld, but the majority of less-skilled players use their gameplay choices to increase immersion by, for example, choosing a player name that evokes the narrative. As a result, Servais and Sepulchre shed light upon the activities of transmedia audiences who are not necessarily deeply committed to the entire transmedia network, and yet who nonetheless make deliberate choices to collect their preferred narrative elements and increase their own immersion.Two contributors elucidate forms of transmedia that upset the common emphasis on storyworlds with film or TV as the core property or “mothership” (Scott). In her article “Transmedia Storyworlds, Literary Theory, Games,” Joyce Goggin maps the history of intersections between experimental literature and ludology. As a result, she questions the continuing dichotomy between narratology and ludology in game studies to argue for a more broadly transmedia strategy, in which the same storyworld may be simultaneously narrative and ludic. Such a theory can incorporate a great deal of what might otherwise be unproblematically treated as literature, opening up the book to interrogation as an inherently transmedial medium.L.J. Maher similarly examines the serial narrative structures that may take shape in a transmedia storyworld centred on music rather than film or TV. In her article “You Got Spirit, Kid: Transmedial Life-Writing Across Time and Space,” Maher charts the music, graphic novels, and fan interactions that comprise the Coheed and Cambria band storyworld. In particular, Maher emphasizes the importance of autobiography for Coheed and Cambria, which bridges between fictional and non-fictional narrative elements. This interplay remains undertheorized within transmedia scholarship, although a few have begun to explicate the use of transmedia life-writing in an activist context (Cati and Piredda; Van Luyn and Klaebe; Riggs). As a result, Maher widens the scope of existing transmedia theory by more thoroughly connecting fictional and autobiographical elements in the same storyworld and considering how serial transmedia storytelling structures may differ when the core component is music.The final three articles take a more experimental approach that actively challenges the existing boundaries of transmedia scholarship. Catherine Lord’s article, “Serial Nuns: Michelle Williams Gamaker’s The Fruit Is There to Be Eaten as Serial and Trans-serial,” explores the unique storytelling structures of a cluster of independent films that traverse time, space, medium, and gender. Although not a traditional transmedia project, since the network includes a novel and film adaptations and extensions by different directors as well as real-world locations and histories, Lord challenges transmedia theorists to imagine storyworlds that include popular history, independent production, and spatial performances and practices. Lord argues that the main character’s trans identity provides an embodied and theoretical pivot within the storyworld, which invites audiences to accept a position of radical mobility where all fixed expectations about the separation between categories of flora and fauna, centre and periphery, the present and the past, as well as authorized and unauthorized extensions, dissolve.In his article “Non-Fiction Transmedia: Seriality and Forensics in Media Sport,” Markus Stauff extends the concept of serial transmedia storyworlds to sport, focusing on an audience-centred perspective. For the most part, transmedia has been theorized with fictional storyworlds as the prototypical examples. A growing number of scholars, including Arnau Gifreu-Castells and Siobhan O'Flynn, enrich our understanding of transmedia storytelling by exploring non-fiction examples, but these are commonly restricted to the documentary genre (Freeman; Gifreu-Castells, Misek, and Verbruggen; Karlsen; Kerrigan and Velikovsky). Very few scholars comment on the transmedia nature of sport coverage and fandom, and when they do so it is often within the framework of transmedia news coverage (Gambarato, Alzamora, and Tárcia; McClearen; Waysdorf). Stauff’s article thus provides a welcome addition to the existing scholarship in this field by theorizing how sport fans construct a user-centred serial transmedia storyworld by piecing together narrative elements across media sources, embodied experiences, and the serialized ritual of sport seasons. In doing so, he points toward ways in which non-fiction transmedia may significantly differ from fictional storyworlds, but he also enriches our understanding of an audience-centred perspective on the construction of transmedia serial narratives.In his artistic practice, Robert Lawrence may most profoundly stretch the existing parameters of transmedia theory. Lawrence’s article, “Locate, Combine, Contradict, Iterate: Serial Strategies for PostInternet Art,” details his decades-long interrogation of transmedia seriality through performative and participatory forms of art that bridge digital space, studio space, and public space. While theatre and fine arts have often been considered through the theoretical lens of intermediality (Bennett, Boenisch, Kattenbelt, Vandsoe), the nexus of transmedia, seriality, and narrative enables Lawrence to describe the complex, interconnected web of planned and unplanned extensions of his hybrid digital and physical installations, which often last for decades and incorporate a global scope. Lawrence thus takes the strategies of engagement that are perhaps more familiar to transmedia theorists from corporate viral marketing campaigns and turns them toward civic ends (Anyiwo, Bourdaa, Hardy, Hassler-Forest, Scolari, Sokolova, Stork). As such, Lawrence’s artistic practice challenges theorists of transmedia and intermedia to consider the kinds of social and political “interventions” that artists and citizens can stage through the networked possibilities of transmedia expression and how the impact of such projects can be amplified through serial repetition.Together, the whole collection opens new pathways for transmedia scholarship, more deeply explores how transmedia narration complicates understandings of seriality, and constructs an international, interdisciplinary dialogue that brings often isolated conversations into contact. In particular, this issue enriches the existing scholarship on independent, artistic, and non-fiction transmedia, while also proposing some important limitations, exceptions, and critiques to existing scholarship featuring corporate transmedia projects with a commercial, top-down structure and a strong auteur-like creator. These diverse case studies and perspectives enable us to understand more inclusively the structures and social functions of transmedia in the pre-digital age, to theorize more robustly how audiences experience transmedia in the current era of experimentation, and to imagine more broadly a complex future for transmedia seriality wherein professionals, artists, and amateurs all engage in an iterative, inclusive process of creative and civic storytelling, transcending artificial borders imposed by discipline, nationalism, capitalism, and medium.ReferencesAnyiwo, U. Melissa. "It’s Not Television, It’s Transmedia Storytelling: Marketing the ‘Real’World of True Blood." True Blood: Investigating Vampires and Southern Gothic. Ed. Brigid Cherry. New York: IB Tauris, 2012. 157-71.Barthes, Roland. "The Death of the Author." Image, Music, Text. Trans. Stephen Heath. Basingstoke: Macmillian, 1988. 142-48.Bennett, Jill. "Aesthetics of Intermediality." Art History 30.3 (2007): 432-450.Boenisch, Peter M. "Aesthetic Art to Aisthetic Act: Theatre, Media, Intermedial Performance." (2006): 103-116.Bourdaa, Melanie. "This Is Not Marketing. This Is HBO: Branding HBO with Transmedia Storytelling." Networking Knowledge: Journal of the MeCCSA Postgraduate Network 7.1 (2014).Cati, Alice, and Maria Francesca Piredda. "Among Drowned Lives: Digital Archives and Migrant Memories in the Age of Transmediality." a/b: Auto/Biography Studies 32.3 (2017): 628-637.Flanagan, Martin, Andrew Livingstone, and Mike McKenny. The Marvel Studios Phenomenon: Inside a Transmedia Universe. New York: Bloomsbury Publishing, 2016.Foucault, Michel. "Authorship: What Is an Author?" Screen 20.1 (1979): 13-34.Freeman, Matthew. "Small Change – Big Difference: Tracking the Transmediality of Red Nose Day." VIEW Journal of European Television History and Culture 5.10 (2016): 87-96.Gambarato, Renira Rampazzo, Geane C. Alzamora, and Lorena Peret Teixeira Tárcia. "2016 Rio Summer Olympics and the Transmedia Journalism of Planned Events." Exploring Transmedia Journalism in the Digital Age. Hershey, PA: IGI Global, 2018. 126-146.Gifreu-Castells, Arnau. "Mapping Trends in Interactive Non-fiction through the Lenses of Interactive Documentary." International Conference on Interactive Digital Storytelling. Berlin: Springer, 2014.Gifreu-Castells, Arnau, Richard Misek, and Erwin Verbruggen. "Transgressing the Non-fiction Transmedia Narrative." VIEW Journal of European Television History and Culture 5.10 (2016): 1-3.Hadas, Leora. "Authorship and Authenticity in the Transmedia Brand: The Case of Marvel's Agents of SHIELD." Networking Knowledge: Journal of the MeCCSA Postgraduate Network 7.1 (2014).Hardy, Jonathan. "Mapping Commercial Intertextuality: HBO’s True Blood." Convergence 17.1 (2011): 7-17.Hassler-Forest, Dan. "Skimmers, Dippers, and Divers: Campfire’s Steve Coulson on Transmedia Marketing and Audience Participation." Participations 13.1 (2016): 682-692.Jenkins, Henry. “Transmedia 202: Further Reflections.” Confessions of an Aca-Fan. 31 July 2011. <http://henryjenkins.org/blog/2011/08/defining_transmedia_further_re.html>. ———. “Transmedia Storytelling 101.” Confessions of an Aca-Fan. 21 Mar. 2007. <http://henryjenkins.org/blog/2007/03/transmedia_storytelling_101.html>. ———. Convergence Culture: Where Old and New Media Collide. New York: New York University Press, 2006.Johnson, Derek. Media Franchising: Creative License and Collaboration in the Culture Industries. New York: New York UP, 2013.Karlsen, Joakim. "Aligning Participation with Authorship: Independent Transmedia Documentary Production in Norway." VIEW Journal of European Television History and Culture 5.10 (2016): 40-51.Kattenbelt, Chiel. "Theatre as the Art of the Performer and the Stage of Intermediality." Intermediality in Theatre and Performance 2 (2006): 29-39.Kerrigan, Susan, and J. T. Velikovsky. "Examining Documentary Transmedia Narratives through The Living History of Fort Scratchley Project." Convergence 22.3 (2016): 250-268.Van Luyn, Ariella, and Helen Klaebe. "Making Stories Matter: Using Participatory New Media Storytelling and Evaluation to Serve Marginalized and Regional Communities." Creative Communities: Regional Inclusion and the Arts. Intellect Press, 2015. 157-173.McClearen, Jennifer. "‘We Are All Fighters’: The Transmedia Marketing of Difference in the Ultimate Fighting Championship (UFC)." International Journal of Communication 11 (2017): 18.Mittell, Jason. "Playing for Plot in the Lost and Portal Franchises." Eludamos: Journal for Computer Game Culture 6.1 (2012): 5-13.O'Flynn, Siobhan. "Documentary's Metamorphic Form: Webdoc, Interactive, Transmedia, Participatory and Beyond." Studies in Documentary Film 6.2 (2012): 141-157.Riggs, Nicholas A. "Leaving Cancerland: Following Bud at the End of Life." Storytelling, Self, Society 10.1 (2014): 78-92.Ryan, Marie-Laure. “Transmedial Storytelling and Transfictionality.” Poetics Today, 34.3 (2013): 361-388. <https://doi.org/10.1215/03335372-2325250>.Scolari, Carlos Alberto. "Transmedia Storytelling: Implicit Consumers, Narrative Worlds, and Branding in Contemporary Media Production." International Journal of Communication 3 (2009).Scott, Suzanne. “Who’s Steering the Mothership: The Role of the Fanboy Auteur in Transmedia Storytelling.” The Participatory Cultures Handbook. Eds. Aaron Delwiche and Jennifer Henderson. New York: Routledge, 2013. 43-53.Sokolova, Natalia. "Co-opting Transmedia Consumers: User Content as Entertainment or ‘Free Labour’? The Cases of STALKER. and Metro 2033." Europe-Asia Studies 64.8 (2012): 1565-1583.Stork, Matthias. "The Cultural Economics of Performance Space: Negotiating Fan, Labor, and Marketing Practice in Glee's Transmedia Geography." Transformative Works & Cultures 15 (2014).Waysdorf, Abby. "My Football Fandoms, Performance, and Place." Transformative Works & Cultures 18 (2015).Vandsoe, Anette. "Listening to the World. Sound, Media and Intermediality in Contemporary Sound Art." SoundEffects – An Interdisciplinary Journal of Sound and Sound Experience 1.1 (2011): 67-81.

Give me the liberty to know, to utter, and to argue freely according to conscience, above all liberties. —John Milton (1608-1674) Introduction The publication of 12 cartoons depicting images of Prophet Mohammed [Peace Be Upon Him] first in Denmark’s Jyllands-Posten on 30 September 2005, and later reprinted in European media and two New Zealand newspapers, sparked protests around the Muslim world. The Australian newspapers – with the exception of The Courier-Mail, which published one cartoon – refrained from reprinting the cartoons, acknowledging that depictions of the Prophet are regarded as “blasphemous by Muslims”. How is this apparent act of restraint to be assessed? Edward Said, in his book Covering Islam has acknowledged that there have been many Muslim provocations and troubling incidents by Islamic countries such as Iran, Libya, Sudan, and others in the 1980s. However, he contends that the use of the label “Islam” by non-Muslim commentators, either to explain or indiscriminately condemn “Islam”, ends up becoming a form of attack, which in turn provokes more hostility (xv-xvi). This article examines how two Australian newspapers – The Australian and The West Australian – handled the debate on the Prophet Muhammad cartoons and considers whether in the name of “free speech” it ended in “a form of attack” on Australian Muslims. It also considers the media’s treatment of Muslim Australians’ “free speech” on previous occasions. This article is drawn from the oral testimonies of Muslims of diverse ethnic background. Since 1998, as part of PhD and post-doctoral research on Muslims in Australia, the author conducted 130 face-to-face, in-depth, taped interviews of Muslims, aged 18-90, both male and female. While speaking about their settlement experience, several interviewees made unsolicited remarks about Western/Australian media, all of them making the point that Muslims were being demonised. Australian Muslims Many of Australia’s 281,578 Muslims — 1.5 per cent of the total population (Australian Bureau of Statistics) — believe that as a result of media bias, they are vilified in society as “terrorists”, and discriminated in the workplace (Human Rights and Equal Opportunity Commission; Dreher 13; Kabir 266-277). The ABS figures support their claim of discrimination in the workplace; in 1996 the unemployment rate for Muslim Australians was 25 per cent, compared to 9 per cent for the national total. In 2001, it was reduced to 18.5 per cent, compared to 6.8 per cent for the national total, but the ratio of underprivileged positions in the labour market remained almost three times higher than for the wider community. Instead of reflecting on Muslims’ labour market issues or highlighting the social issues confronting Muslims since 9/11, some Australian media, in the name of “free speech”, reinforce negative perceptions of Muslims through images, cartoons and headlines. In 2004, one Muslim informant offered their perceptions of Australian media: I think the Australian media are quite prejudiced, and they only do show one side of the story, which is quite pro-Bush, pro-Howard, pro-war. Probably the least prejudiced media would be ABC or SBS, but the most pro-Jewish, pro-America, would be Channel Seven, Channel Nine, Channel Ten. They only ever show things from one side of the story. This article considers the validity of the Muslim interviewee’s perception that Australian media representation is one-sided. On 26 October 2005, under the headline: “Draw a Cartoon about Mohammed and You Must Die”, The Australian warned its readers: ISLAM is no laughing matter. Danish newspaper, Jyllands-Posten, is being protected by security guards and several cartoonists have gone into hiding after the newspaper published a series of 12 cartoons about the prophet Mohammed. According to Islam, it is blasphemous to make images of the prophet. Muslim fundamentalists have threatened to bomb the paper’s offices and kill the cartoonists (17). Militant Muslims The most provocative cartoons appearing in the Danish media are probably those showing a Muhammad-like figure wearing a turban shaped as a bomb with a burning fuse coming out of it, or a queue of smoking suicide bombers on a cloud with an Islamic cleric saying, “Stop stop we have run out of virgins”. Another showed a blindfolded Muslim man with two veiled Muslim women standing behind him. These messages appeared to be concerned with Islam’s repression of women (Jyllands-Posten), and possibly with the American channel CBS airing an interview in August 2001 of a Palestinian Hamas activist, Muhammad Abu Wardeh, who recruited terrorists for suicide bombings in Israel. Abu Wardeh was quoted as saying: “I described to him [the suicide bomber] how God would compensate the martyr for sacrificing his life for his land. If you become a martyr, God will give you 70 virgins, 70 wives and everlasting happiness” (The Guardian). Perhaps to serve their goals, the militants have re-interpreted the verses of the Holy Quran (Sura 44:51-54; 55:56) where it is said that Muslims who perform good deeds will be blessed by the huris or “pure being” (Ali 1290-1291; 1404). However, since 9/11, it is also clear that the Muslim militant groups such as the Al-Qaeda have become the “new enemy” of the West. They have used religion to justify the terrorist acts and suicide bombings that have impacted on Western interests in New York, Washington, Bali, Madrid amongst other places. But it should be noted that there are Muslim critics, such as Pakistani-born writer, Irshad Manji, Bangladeshi-born writer Taslima Nasreen and Somalian-born Dutch parliamentarian Ayaan Hirsi Ali, who have been constant critics of Muslim men’s oppression of women and have urged reformation. However, their extremist fellow believers threatened them with a death sentence for their “free speech” (Chadwick). The non-Muslim Dutch film director, Theo van Gogh, also a critic of Islam and a supporter of Ayaan Hirsi Ali, advocated a reduction in immigration into Holland, especially by Muslims. Both van Gogh and Hirsi Ali – who co-scripted and co-produced the film Submission – received death threats from Muslim extremists because the film exhibited the verses of the Quran across the chest, stomach and thighs of an almost naked girl, and featured four women in see-through robes showing their breasts, with texts from the Quran daubed on their bodies, talking about the abuse they had suffered under Islam (Anon 25). Whereas there may be some justification for the claim made in the film, that some Muslim men interpret the Quran to oppress women (Doogue and Kirkwood 220), the writing of the Quranic verses on almost-naked women is surely offensive to all Muslims because the Quran teaches Muslim women to dress modestly (Sura 24: 30-31; Ali 873). On 4 November 2004, The West Australian reported that the Dutch director Theo van Gogh was murdered by a 26-year-old Dutch-Moroccan Muslim on 2 November 2004 (27). Hirsi Ali, the co-producer of the film was forced to go into hiding after van Gogh’s murder. In the face of a growing clamour from both the Dutch Muslims and the secular communities to silence her, Ayaan Hirsi Ali resigned from the Dutch Parliament in May 2006 and decided to re-settle in Washington (Jardine 2006). It should be noted that militant Muslims form a tiny but forceful minority of the 1.4 billion Muslims worldwide. The Muslim majority are moderate and peaceful (Doogue and Kirkwood 79-80). Some Muslim scholars argue that there is specific instruction in the Quran for people to apply their knowledge and arrive at whatever interpretation is of greatest benefit to the community. It may be that stricter practitioners would not agree with the moderate interpretation of the Quran and vice versa (Doogue and Kirkwood 232). Therefore, when the Western media makes a mockery of the Muslim religion or their Prophet in the name of “free speech”, or generalises all Muslims for the acts of a few through headlines or cartoons, it impacts on the Muslims residing in the West. Prophet Muhammad’s Cartoons With the above-mentioned publication of Prophet Muhammad’s cartoons in Denmark, Islamic critics charged that the cartoons were a deliberate provocation and insult to their religion, designed to incite hatred and polarise people of different faiths. In February 2006, regrettably, violent reactions took place in the Middle East, Europe and in Asia. Danish embassies were attacked and, in some instances, were set on fire. The demonstrators chanted, “With our blood and souls we defend you, O Prophet of God!”. Some replaced the Danish flag with a green one printed with the first pillar of Islam (Kalima): “There is no god but God and Mohammed is the messenger of God”. Some considered the cartoons “an unforgivable insult” that merited punishment by death (The Age). A debate on “free speech” soon emerged in newspapers throughout the world. On 7 February 2006 the editorial in The West Australian, “World Has Had Enough of Muslim Fanatics”, stated that the newspaper would not publish cartoons of Mohammad that have drawn protests from Muslims around the world. The newspaper acknowledged that depictions of the prophet are regarded as “blasphemous by Muslims” (18). However, the editorial was juxtaposed with another article “Can Liberty Survive a Clash of Cultures?”, with an image of bearded men wearing Muslim head coverings, holding Arabic placards and chanting slogans, implying the violent nature of Islam. And in the letters page of this newspaper, published on the same day, appeared the following headlines (20): Another Excuse for Muslims to Threaten Us Islam Attacked Cartoon Rage: Greatest Threat to World Peace We’re Living in Dangerous Times Why Treat Embassies with Contempt? Muslim Religion Is Not So Soft Civilised World Is Threatened The West Australian is a state-based newspaper that tends to side with the conservative Liberal party, and is designed to appeal to the “man in the street”. The West Australian did not republish the Prophet Muhammad cartoon, but for 8 days from 7 to 15 February 2006 the letters to the editor and opinion columns consistently criticised Islam and upheld “superior” Western secular values. During this period, the newspaper did publish a few letters that condemned the Danish cartoonist, including the author’s letter, which also condemned the Muslims’ attack on the embassies. But the overall message was that Western secular values were superior to Islamic values. In other words, the newspaper adopted a jingoistic posture and asserted the cultural superiority of mainstream Australians. The Danish cartoons also sparked a debate on “free speech” in Australia’s leading newspaper, The Australian, which is a national newspaper that also tends to reflect the values of the ruling national government – also the conservative Liberal party. And it followed a similar pattern of debate as The West Australian. On 14 February 2006, The Australian (13) published a reader’s criticism of The Australian for not republishing the cartoons. The author questioned whether the Muslims deserved any tolerance because their Holy Book teaches intolerance. The Koran [Quran] (22:19) says: Garments of fire have been prepared for the unbelievers. Scalding water shall be poured upon their heads, melting their skins and that which is in their bellies. Perhaps this reader did not find the three cartoons published in The Australian a few days earlier to be ‘offensive’ to the Australian Muslims. In the first, on 6 February 2006, the cartoonist Bill Leak showed that his head was chopped off by some masked people (8), implying that Muslim militants, such as the Hamas, would commit such a brutal act. The Palestinian Hamas group often appear in masks before the media. In this context, it is important to note that Israel is an ally of Australia and the United States, whereas the Hamas is Israel’s enemy whose political ideology goes against Israel’s national interest. On 25 January 2006, the Hamas won a landslide victory in the Palestine elections but Israel refused to recognise this government because Hamas has not abandoned its militant ideology (Page 13). The cartoon, therefore, probably means that the cartoonist or perhaps The Australian has taken sides on behalf of Australia’s ally Israel. In the second cartoon, on 7 February 2006, Bill Leak sketched an Arab raising his sword over a school boy who was drawing in a classroom. The caption read, “One more line and I’ll chop your hand off!” (12). And in the third, on 10 February 2006, Bill Leak sketched Mr Mohammed’s shadow holding a sword with the caption: “The unacceptable face of fanaticism”. A reporter asked: “And so, Mr Mohammed, what do you have to say about the current crisis?” to which Mr Mohammed replied, “I refuse to be drawn on the subject” (16). The cartoonist also thought that the Danish cartoons should have been republished in the Australian newspapers (Insight). Cartoons are supposed to reflect the theme of the day. Therefore, Bill Leak’s cartoons were certainly topical. But his cartoons reveal that his or The Australian’s “freedom of expression” has been one-sided, all depicting Islam as representing violence. For example, after the Bali bombing on 21 November 2002, Leak sketched two fully veiled women, one carrying explosives under her veil and asking the other, “Does my bomb look big in this”? The cartoonist’s immediate response to criticism of the cartoon in a television programme was, “inevitably, when you look at a cartoon such as that one, the first thing you’ve got to do is remember that as a daily editorial cartoonist, you’re commenting first and foremost on the events of the day. They’re very ephemeral things”. He added, “It was…drawn about three years ago after a spate of suicide bombing attacks in Israel” (Insight). Earlier events also suggested that that The Australian resolutely supports Australia’s ally, Israel. On 13-14 November 2004 Bill Leak caricatured the recently deceased Palestinian leader Yasser Arafat in The Weekend Australian (18). In the cartoon, God appeared to be displeased with him and would not allow him to enter paradise. Arafat was shown with explosives strapped to his body and threatening God by saying, “A cloud to myself or the whole place goes up….”. On the other hand, on 6 January 2006 the same cartoonist sympathetically portrayed ailing Israeli leader Ariel Sharon as a decent man wearing a black suit, with God willing to accept him (10); and the next day Sharon was portrayed as “a Man of Peace” (12). Politics and Religion Thus, the anecdotal evidence so far reveals that in the name of “freedom of expression”, or “free speech” The West Australian and The Australian newspapers have taken sides – either glorifying their “superior” Western culture or taking sides on behalf of its allies. On the other hand, these print media would not tolerate the “free speech” of a Muslim leader who spoke against their ally or another religious group. From the 1980s until recently, some print media, particularly The Australian, have been critical of the Egyptian-born Muslim spiritual leader Imam Taj el din al-Hilali for his “free speech”. In 1988 the Australian Federation of Islamic Councils bestowed the title of Mufti to Imam al- Hilali, and al-Hilali was elevated to a position of national religious leadership. Al-Hilali became a controversial figure after 1988 when he gave a speech to the Muslim students at Sydney University and accused Jews of trying to control the world through “sex, then sexual perversion, then the promotion of espionage, treason and economic hoarding” (Hewett 7). The Imam started being identified as a “Muslim chief” in the news headlines once he directly criticised American foreign policy during the 1990-91 Gulf crisis. The Imam interpreted US intervention in Kuwait as a “political dictatorship” that was exploiting the Gulf crisis because it was seen as a threat to its oil supply (Hewett 7). After the Bali bombings in 2002, the Howard government distributed information on terrorism through the “Alert and Alarmed” kit as part of its campaign of public awareness. The first casualty of the “Be alert, but not alarmed” campaign was the Imam al-Hilali. On 6 January 2003, police saw a tube of plastic protruding from a passenger door window and suspected that al-Hilali might have been carrying a gun when they pulled him over for traffic infringements. Sheikh al-Hilali was charged with resisting arrest and assaulting police (Morris 1, 4). On 8 January 2003 The Australian reminded its readers “Arrest Adds to Mufti’s Mystery” (9). The same issue of The Australian portrayed the Sheikh being stripped of his clothes by two policemen. The letter page also contained some unsympathetic opinions under the headline: “Mufti Deserved No Special Treatment” (10). In January 2004, al-Hilali was again brought under the spotlight. The Australian media alleged that al-Hilali praised the suicide bombers at a Mosque in Lebanon and said that the destruction of the World Trade Center was “God’s work against oppressors” (Guillatt 24). Without further investigation, The Australian again reported his alleged inflammatory comments. Under the headline, “Muslim Leader’s Jihad Call”, it condemned al-Hilali and accused him of strongly endorsing “terrorist groups Hezbollah and Hamas, during his visit to Lebanon”. Federal Labor Member of Parliament Michael Danby said, “Hilali’s presence in Australia is a mistake. He and his associates must give authorities an assurance he will not assist future homicide attacks” (Chulov 1, 5). Later investigations by Sydney’s Good Weekend Magazine and SBS Television found that al-Hilali’s speech had been mistranslated (Guillatt 24). However, the selected print media that had been very critical of the Sheikh did not highlight the mistranslation. On the other hand, the Archbishop of Sydney, Cardinal George Pell has been critical of Islam and is also opposed to Australia’s involvement in the Iraq war in 2003, but the print media appeared to ignore his “free speech” (Dateline). In November 2004, Dr Pell said that secular liberal democracy was empty and selfish, and Islam was emerging as an alternative world view that attracted the alienated (Zwartz 3). In May 2006, Dr Pell said that he tried to reconcile claims that Islam was a faith of peace with those that suggested the Quran legitimised the killings of non-Muslims but: In my own reading of the Koran [Quran], I began to note down invocations to violence. There are so many of them, however, that I abandoned this exercise after 50 or 60 or 70 pages (Morris). Muslim leaders regarded Dr Pell’s anti-Islam statement as “inflammatory” (Morris). However, both the newspapers, The Australian and The West Australian remained uncritical of Dr Pell’s “free speech” against Islam. Conclusion Edward Said believed that media images are informed by official definitions of Islam that serve the interests of government and business. The success of the images is not in their accuracy but in the power of the people who produce them, the triumph of which is hardly challenged. “Labels have survived many experiences and have been capable of adapting to new events, information and realities” (9). In this paper the author accepts that, in the Australian context, militant Muslims are the “enemy of the West”. However, they are also the enemy of most moderate Australian Muslims. When some selected media take sides on behalf of the hegemony, or Australia’s “allies”, and offend moderate Australian Muslims, the media’s claim of “free speech” or “freedom of expression” remains highly questionable. Muslim interviewees in this study have noted a systemic bias in some Australian media, but they are not alone in detecting this bias (see the “Abu Who?” segment of Media Watch on ABC TV, 31 July 2006). To address this concern, Australian Muslim leaders need to play an active role in monitoring the media. This might take the form of a watchdog body within the Australian Federation of Islamic Councils. If the media bias is found to be persistent, the AFIC might then recommend legislative intervention or application of existing anti-discrimination policies; alternatively, AFIC could seek sanctions from within the Australian journalistic community. One way or another this practice should be stopped. References Ali, Abdullah Yusuf. The Holy Quran: Text, Translation and Commentary. New Revised Ed. Maryland, USA: Amana Corporation, 1989. Anonymous. “Dutch Courage in Aftermath of Film-Maker’s Slaying.” The Weekend Australian 6-7 Nov. 2004. Chadwick, Alex. “The Caged Virgin: A Call for Change in Islam.” 4 June 2006 http://www.npr.org/templates/story/story.php?storyId=5382547>. Chulov, Martin. “Muslim Leader’s Jihad Call.” The Australian 19 Feb. 2004. Dateline. “Cardinal George Pell Interview.” SBS TV 6 April 2005. 7 June 2006 http://news.sbs.com.au/dateline/>. Dreher, Tanya. “Targeted”, Experiences of Racism in NSW after September 11, 2001. Sydney: University of Technology, 2005. Doogue, Geraldine, and Peter Kirkwood. Tomorrow’s Islam: Understanding Age-Old Beliefs and a Modern World. Sydney: ABC Books, 2005. Insight. “Culture Clash.” SBS TV 7 March 2006. 11 June 2006 http://news.sbs.com.au/insight/archive.php>. Guillatt, Richard. “Moderate or Menace.” Sydney Morning Herald Good Weekend 21 Aug. 2004. Hewett, Tony. “Australia Exploiting Crisis: Muslim Chief.” Sydney Morning Herald 27 Nov. 1990. Human Rights and Equal Opportunity Commission. Ismaa – Listen: National Consultations on Eliminating Prejudice against Arab and Muslim Australians. Sydney: Human Rights and Equal Opportunity Commission, 2004. Jyllands-Posten. 24 Jan. 2006. http://www.di2.nu/files/Muhammad_Cartoons_Jyllands_Posten.html>. Jardine, Lisa. “Liberalism under Pressure.” BBC News 5 June 2006. 12 June 2006 http://news.bbc.co.uk/1/hi/magazine/5042418.stm>. Kabir, Nahid. Muslims in Australia: Immigration, Race Relations and Cultural History. London: Kegan Paul, 2005. Media Watch. “Abu Who?” ABC Television 31 July 2006. http://abc.net.au/mediawatch/>. Morris, Linda. “Imam Facing Charges after Row with Police.” Sydney Morning Herald 7 Jan. 2003. Morris, Linda. “Pell Challenges Islam – O Ye, of Little Tolerant Faith.” Sydney Morning Herald 5 May 2006. Page, Jeremy. “Russia May Sell Arms to Hamas.” The Australian 18 Feb. 2006. Said, Edward. Covering Islam: How the Media and the Experts Determine How We See the Rest of the World. London: Vintage, 1981, 1997. Submission. “Film Clip from Short Submission.” Submission. 11 June 2006. http://www.ifilm.com/ifilmdetail/2655656?htv=12> The Age. “Embassies Torched over Cartoons.” 5 Feb. 2006. http://www.theage.com.au>. The Guardian. “Virgins? What Virgins?” 12 Jan. 2002. 4 June 2006 http://www.guardian.co.uk/>. Zwartz, Barney. “Islam Could Be New Communism, Pell Tells US Audience.” Sydney Morning Herald 12 Nov. 2004. Citation reference for this article MLA Style Kabir, Nahid. "Depiction of Muslims in Selected Australian Media: Free Speech or Taking Sides." M/C Journal 9.4 (2006). echo date('d M. Y'); ?> <http://journal.media-culture.org.au/0609/1-kabir.php>. APA Style Kabir, N. (Sep. 2006) "Depiction of Muslims in Selected Australian Media: Free Speech or Taking Sides," M/C Journal, 9(4). Retrieved echo date('d M. Y'); ?> from <http://journal.media-culture.org.au/0609/1-kabir.php>.

This paper addresses that natural consort of love: sex. It particularly considers the absence of actual sex from mainstream popular culture and the marginalisation of 'fun' sex as porn, requiring its illicit circulation as ‘illegitimate’ videos. The absence of sex from films classified and screened in public venues (even to over-18s) prevents a discourse about actual sex informing the discourse of love and romance perpetuated through Hollywood movies. The value of a variety of representations of sexual practice in the context of a discussion of love, sex and romance in Western cinema was briefly illuminated for the few days that Baise-moi was legitimately screened in Australia. For all that love is one of the great universal themes, Western cinema tends to communicate this ‘finer feeling’ through recourse to romance narratives. Which is not to say that romantic representations of love are devoid of sex, just that that the cinematic convention is to indicate sex, without showing it. Indeed, without the actors 'doing it'. The peculiarity of this situation is not usually clear, however, because there is so little mainstream sex-cinema with which to compare the anodyne gyrations of romantic Hollywood. Which was where Baise-moi came in, briefly. Baise-moi is variously translated for English-speaking cinema audiences as 'Fuck me' (in Australia) and 'Rape me' (in the US, where, astonishingly, Rape me is seen as a less objectionable title than Fuck me.) Of the two titles, Fuck me is by far the cleverer and more authentically related to the meaning and content, whereas Rape me is a travesty, particularly given the shocking power of an extremely graphic and violent rape scene which initiates much of the succeeding violence. An early appeal by the Australian Attorney-General (to the Review Board) against the Office of Film and Literature Classification’s granting of an R rating meant that Baise-moi was hastily removed from Australian cinemas. The movie is, however, heavily reviewed on the web and readers are referred to commentaries such as those by Gary Morris and Frank Vigorito. The grounds on which Classification was refused were given as ‘strong depictions of violence’, ‘sexual violence’, ‘frequent, actual detailed sex scenes’ and ‘scenes which demean both women and men’. Violence, sexual violence and ‘scenes which demean’ are hardly uncommon in films (although it may be unusual that these demean even-handedly). If the amount of violence is nothing new, the sex was certainly different from the usual cinematic fare. Although this was not the first time that ‘unsimulated’ sex had been shown on the art-house big screen, the other major examples were not entirely similar. Romance was wordy, arguably feminist, and a long way from mindless sex-because-they-like-it. Intimacy 's ‘sex scenes are explicit but totally non pornographic, they’re painful, needy, unsatisfying except on an orgasmic level’, according to Margaret Pomeranz, who reviewed the film for SBS. Baise-moi is different because, as Vigorito says, ‘please make no mistake that the two main characters in this film, the so-called French Thelma and Louise, certainly do want to fuck’. (They also like to kill.) Baise-moi is often characterised as a quasi-feminist revenge movie where the two protagonists Manu (a porn star) and Nadine (a sex worker) seek revenge with (according to Morris) ‘ultimately more nihilism than party-hearty here, with the non-stop killings laid squarely at the doorstep of a society that’s dehumanized its citizens’. While the brutality depicted is mind-blowing (sometimes literally/visually) it is the sex that got the film banned, but not until after some 50,000 Australians had seen it. The elements that separate Baise-moi from Intimacy and Romance (apart from the extreme violence) is that the characters have (heterosexual) sex with a variety of partners, and sometimes do so just for fun. Further, although the Office of Film and Literature Classification ‘considers that the film has significant artistic and cultural merit’ (OFLC), one of the directors wrote the novel on which the film is based while the other director and the two stars are former porn industry workers. If Baise-moi had been accepted as cinema-worthy, where would the sex-on-the-screen factor have stopped for future classification of films? The popular culture approach to romance, love and sex moves comparatively smoothly from the first kiss to the rumpled sheets. Although the plot of a romantic film may consist in keeping the love and sex activities apart, the love is (almost invariably) requited. And, as films such as Notting Hill demonstrate, true love these days is communicated less frequently through the willingness of a couple to have sex (which generally goes without saying), and more often through commitment to the having and rearing of a shared child (whereas off-screen this may more usually be the commitment of a shared mortgage). Sex, in short, is popularly positioned as a precursor to love; as not entirely necessary (and certainly not sufficient) but very usually associated with the state of 'being in love'. It is comparatively rare to see any hesitation to engage in sex on the part of a film-portrayed loving couple, other than hurdles introduced through the intervention of outside forces. A rare example of thinking and talking before fucking is The Other Sister , but this means it rates as an R in the States because of ‘thematic elements involving sex-related material’. In contrast, the film Notting Hill, where the characters played by Julia Roberts and Hugh Grant hardly pause for breath once attraction is established, rates a PG-13 (‘for sexual content and brief strong language’). Thus it is all right for producers to have sex in a storyline, but any hesitation, or discussion, makes the film unsuited to younger audiences. Given that characters’ thinking about sex, and talking about sex, as part of (or preliminary to) having sex apparently increases the age at which the audience is allowed to see the film, perhaps it should not be surprising that actually showing sex about which the audience can then think and talk is almost entirely banned. Yet for a culture that associates sex so strongly with love, and celebrates love so thoroughly in film, television and literature (not to mention popular magazines such as Woman's Day, New Idea, New Weekly and Who), to be occasionally challenged by a film that includes actual sex acts seems not unreasonable, particularly when restricted to audiences of consenting adults. Ian McEwan's debut collection of short stories, First love, last rites explores this conundrum of 'the sex that shall only be acted, never performed' in a short story, 'Cocker at the theatre' (McEwan 57). The tale is about a theatrical production where the actors are new, and nude, and the theme of the play is copulation. It is a story of its time, mid-seventies, the resonating-hippie Age of Aquarius, when Hair still rocked. McEwan's naked couples are assembled by the play's director and then pressed together to begin the rhythmic moves required to complement the thumping musical score of GTC: ‘Grand Time Copulation’. The male and female actors are not near enough to each other, so they are spliced closer together: ‘When they began to move again their pubic hair rasped’ (57-8). The director is unimpressed by the result: ‘I know it's hard, but you have to look as if you're enjoying this thing.' (His voice rose.) 'Some people do, you know. It's a fuck, you understand, not a funeral.' (His voice sank.) 'Let's have it again, with some enthusiasm this time.' However, all is not entirely well, after a good second beginning. ‘Them on the end, they're going too fast, what do you think?' [says the director to the stage manager] They watched together. It was true, the two who had been moving well, they were a little out of time ... 'My God,' said [the director] 'They're fucking … It's disgusting and obscene … pull them apart.' (58-9). The issue raised here, as in the case of the removal of any classification from Baise-moi that effectively prevented further public screenings, is the double standard of a society that expends so much of its critical and cultural energies in exploring the nature of love, romance and sexual attraction but balks (horrified) at the representation of actual sex. Yet one of the values of a cinematic replay of 'unsimulated sex' is that it acts as a ‘reality check’ for all the mushy renditions of romance that form the mainstream representation of 'love' on-screen. So, if we want to see sex, should we not simply consume pornography? In modern-day Australia it is impossible to discuss depictions of live sex without conjuring up connotations of ‘porn’. Porn, however, is not usually consumed in a manner or place that allows it to interrogate media messages from mainstream production houses and distributors. Watching porn, for example at home on video, removes it from a context in which it could realistically prompt a re-evaluation of the visual diet of love and sex Hollywood-style, an opportunity that was provided by Baise-moi during its temporary season. The comparative absence of on-screen sexual activity means that there is an absence of texts through which we can interrogate mainstream representations of lovemaking. Whereas the Eros Foundation aims to promote debate leading to ‘logical perspectives on sex and rational law reform of the sex industry’, and avoids using the term 'pornography' on its home page, it is hard to find any representations of unsimulated sex that are not classified as porn and consequently easily pigeon-holed as 'not relevant' to cultural debate except in general terms regarding (say) 'censorship' or 'the portrayal of women'. It is hard to know what Baise-moi might have said to Australian audiences about the relationship between sex, authenticity (Morris uses the term ‘trashy integrity’) and popular culture since the film was screened for only the briefest of intervals, and throughout that time the ‘hype’ surrounding it distracted audiences from any discussion other than would it/wouldn't it, and should it/shouldn't it, be banned. Hopefully, a future Attorney-General will allow the adults in this country to enjoy the same range of popular cultural inputs available to citizens in more liberal nations, and back the initial (liberal) decision of the OFLC. And what has love got to do with all this? Not much it seems, although doesn't popular culture ‘teach’ that one of the main uses for a love theme is to provide an excuse for some gratuitous sex? Perhaps, after all, it is time to cut to the chase and allow sex to be screened as a popular culture genre in its own right, without needing the excuse of a gratuitous love story. Works Cited McEwan, Ian. First love, last rites. London: Picador, 1975. 56-60. Morris, Gary. “Baise-moi. Feminist screed or fetish-fuckathon? Best to flip a coin.” Lip Magazine 2001. http://www.lipmagazine.org/articles/revi... OFLC. Classification Review Board News release, 10 May 2002. http://www.oflc.gov.au/PDFs/RBBaiseMoi.pdf Pomeranz, Margaret. “Intimacy.” The Movie Show: Reviews. http://www.sbs.com.au/movieshow/reviews.... Vigorito, Frank. “Natural porn killers.” Offoffofffilm 2001. http://www.offoffoff.com/film/2001/baise... Filmography Baise-moi. Dirs. Virginie Despentes and CoRalie Trinh Thi. Dist. Film Fixx, 2000. Intimacy. Dir. Patrice Chereau. Dist. Palace Films, 2001. Notting Hill. Dir. Roger Michell. Dist. Universal Pictures, 1999. Romance. Dir. Catherine Breillat. Dist. Potential Films, 1999. The other sister. Dir. Gary Marshall. Dist. Touchstone Pictures, 1999. Links http://www.offoffoff.com/film/2001/baisemoi.php3 http://www.eros.com.au http://film.guardian.co.uk/censorship/news/0,11729,713540,00.html http://www.sbs.com.au/movieshow/reviews.php3?id=838 http://www.michaelbutler.com/hair http://www.oflc.gov.au/PDFs/RBBaiseMoi.pdf http://www.movie-source.com/no/othersister.shtml http://www.lipmagazine.org/articles/revimorris_128.shtml Citation reference for this article Substitute your date of access for Dn Month Year etc... MLA Style Green, Lelia. "Sex" M/C: A Journal of Media and Culture 5.6 (2002). Dn Month Year < http://www.media-culture.org.au/0211/sex.php>. APA Style Green, L., (2002, Nov 20). Sex. M/C: A Journal of Media and Culture, 5,(6). Retrieved Month Dn, Year, from http://www.media-culture.org.au/0211/sex.html

IntroductionThis paper argues that the industrial contexts of re-imagining, or transforming, literary icons deploy the promotional strategies that are associated with what are usually seen as lesser, or purely commercial, genres. Promotional paratexts (Genette Paratexts; Gray; Hills) reveal transformations of content that position audiences to receive them as creative innovations, superior in many senses to their literary precursors due to the distinctive expertise of creative professionals. This interpretation leverages Matt Hills’ argument that certain kinds of “quality” screened drama are discursively framed as possessing the cultural capital associated with auterist cinema, despite their participation in the marketing logics of media franchising (Johnson). Adaptation theorist Linda Hutcheon proposes that when audiences receive literary adaptations, their pleasure inheres in a mixture of “repetition and difference”, “familiarity and novelty” (114). The difference can take many forms, but may be framed as guaranteed by the “distinction”, or—in Bourdieu’s terms—the cultural capital, of talented individuals and companies. Gerard Genette (Palimpsests) argued that “proximations” or updatings of classic literature involve acknowledging historical shifts in ideological norms as well as aesthetic techniques and tastes. When literary brands are made over using different media, there are economic lures to participation in currently fashionable technologies, as well as current political values. Linda Hutcheon also underlines the pragmatic constraints on the re-imagining of literary brands. “Expensive collaborative art forms” (87) such as films and large stage productions look for safe bets, seeking properties that have the potential to increase the audience for their franchise. Thus the marketplace influences both production and the experience of audiences. While this paper does not attempt a thoroughgoing analysis of audience reception appropriate to a fan studies approach, it borrows concepts from Matt Hills’s theorisation of marketing communication associated with screen “makeovers”. It shows that literary fiction and cinematic texts associated with celebrated authors or auteurist producer-directors share branding discourses characteristic of contemporary consumer culture. Strategies include marketing “reveals” of transformed content (Hills 319). Transformed content is presented not only as demonstrating originality and novelty; these promotional paratexts also perform displays of cultural capital on the part of production teams or of auteurist creatives (321). Case Study 1: Steven Spielberg, The Adventures of Tintin (2011) The Adventures of Tintin: The Secret of the Unicorn is itself an adaptation of a literary brand that reimagines earlier transmedia genres. According to Spielberg’s biographer, the Tintin series of bandes dessinée (comics or graphic novels) by Belgian artist Hergé (Georges Remi), has affinities with “boys’ adventure yarns” referencing and paying homage to the “silent filmmaking and the movie serials of the 1930s and ‘40s” (McBride 530). The three comics adapted by Spielberg belong to the more escapist and less “political” phase of Hergé’s career (531). As a fast-paced action movie, building to a dramatic and spectacular closure, the major plot lines of Spielberg’s film centre on Tintin’s search for clues to the secret of a model ship he buys at a street market. Teaming up with an alcoholic sea captain, Tintin solves the mystery while bullying Captain Haddock into regaining his sobriety, his family seat, and his eagerness to partner in further heroic adventures. Spielberg’s industry stature allowed him the autonomy to combine the commercial motivations of contemporary “tentpole” cinema adaptations with aspirations towards personal reputation as an auteurist director. Many of the promotional paratexts associated with the film stress the aesthetic distinction of the director’s practice alongside the blockbuster spectacle of an action film. Reinventing the Literary Brand as FranchiseComic books constitute the “mother lode of franchises” (Balio 26) in a industry that has become increasingly global and risk-adverse (see also Burke). The fan base for comic book movies is substantial and studios pre-promote their investments at events such as the four-day Comic-Con festival held annually in San Diego (Balio 26). Described as “tentpole” films, these adaptations—often of superhero genres—are considered conservative investments by the Hollywood studios because they “constitute media events; […] lend themselves to promotional tie-ins”; are “easy sells in world markets and […] have the ability to spin off sequels to create a franchise” (Balio 26). However, Spielberg chose to adapt a brand little known in the primary market (the US), thus lacking the huge fan-based to which pre-release promotional paratexts might normally be targeted. While this might seem a risky undertaking, it does reflect “changed industry realities” that seek to leverage important international markets (McBride 531). As a producer Spielberg pursued his own strategies to minimise economic risk while allowing him creative choices. This facilitated the pursuit of professional reputation alongside commercial success. The dual release of both War Horse and Tintin exemplify the director-producer’s career practice of bracketing an “entertainment” film with a “more serious work” (McBride 530). The Adventures of Tintin was promoted largely as technical tour de force and spectacle. Conversely War Horse—also adapted from a children’s text—was conceived as a heritage/nostalgia film, marked with the attention to period detail and lyric cinematography of what Matt Hills describes as “aestheticized fiction”. Nevertheless, promotional paratexts stress the discourse of auteurist transformation even in the case of the designedly more commercial Tintin film, as I discuss further below. These pre-release promotions emphasise Spielberg’s “painterly” directorial hand, as well as the professional partnership with Peter Jackson that enabled cutting edge innovation in animation. As McBride explains, the “dual release of the two films in the US was an unusual marketing move” seemingly designed to “showcase Spielberg’s artistic versatility” (McBride 530).Promotional Paratexts and Pre-Recruitment of FansAs Jonathan Gray and Jason Mittell have explained, marketing paratexts predate screen adaptations (Gray; Mittell). As part of the commercial logic of franchise development, selective release of information about a literary brand’s transformation are designed to bring fans of the “original,” or of genre communities such as fantasy or comics audiences, on board with the adaptation. Analysing Steven Moffat’s revelations about the process of adapting and creating a modern TV series from Conan Doyle’s canon (Sherlock), Matt Hills draws attention to the focus on the literary, rather than the many screen reinventions. Moffat’s focus on his childhood passion for the Holmes stories thus grounds the team’s adaptation in a period prior to any “knowledge of rival adaptations […] and any detailed awareness of canon” (326). Spielberg (unlike Jackson) denied any such childhood affective investment, claiming to have been unaware of the similarities between Raiders of the Lost Ark (1981) and the Tintin series until alerted by a French reviewer of Raiders (McBride 530). In discussing the paradoxical fidelity of his and Jackson’s reimagining of Tintin, Spielberg performed homage to the literary brand while emphasising the aesthetic limitations within the canon of prior adaptations:‘We want Tintin’s adventures to have the reality of a live-action film’, Spielberg explained during preproduction, ‘and yet Peter and I felt that shooting them in a traditional live-action format would simply not honor the distinctive look of the characters and world that Hergé created. Hergé’s characters have been reborn as living beings, expressing emotion and a soul that goes far beyond anything we’ve been able to create with computer-animated characters.’ (McBride 531)In these “reveals”, the discourse positions Spielberg and Jackson as both fans and auteurs, demonstrating affective investment in Hergé’s concepts and world-building while displaying the ingenuity of the partners as cinematic innovators.The Branded Reveal of Transformed ContentAccording to Hills, “quality TV drama” no less than “makeover TV,” is subject to branding practices such as the “reveal” of innovations attributed to creative professionals. Marketing paratexts discursively frame the “professional and creative distinction” of the teams that share and expand the narrative universe of the show’s screen or literary precursors (319–20). Distinction here refers to the cultural capital of the creative teams, as well as to the essential differences between what adaptation theorists refer to as the “hypotext” (source/original) and “hypertext” (adaptation) (Genette Paratexts; Hutcheon). The adaptation’s individualism is fore-grounded, as are the rights of creative teams to inherit, transform, and add richness to the textual universe of the precursor texts. Spielberg denied the “anxiety of influence” (Bloom) linking Tintin and Raiders, though he is reported to have enthusiastically acknowledged the similarities once alerted to them. Nevertheless, Spielberg first optioned Hergé’s series only two years later (1983). Paratexts “reveal” Hergé’s passing of the mantle from author to director, quoting his: “ ‘Yes, I think this guy can make this film. Of course it will not be my Tintin, but it can be a great Tintin’” (McBride 531).Promotional reveals in preproduction show both Spielberg and Jackson performing mutually admiring displays of distinction. Much of this is focused on the choice of motion capture animation, involving attachment of motion sensors to an actor’s body during performance, permitting mapping of realistic motion onto the animated figure. While Spielberg paid tribute to Jackson’s industry pre-eminence in this technical field, the discourse also underlines Spielberg’s own status as auteur. He claimed that Tintin allowed him to feel more like a painter than any prior film. Jackson also underlines the theme of direct imaginative control:The process of operating the small motion-capture virtual camera […] enabled Spielberg to return to the simplicity and fluidity of his 8mm amateur films […] [The small motion-capture camera] enabled Spielberg to put himself literally in the spaces occupied by the actors […] He could walk around with them […] and improvise movements for a film Jackson said they decided should have a handheld feel as much as possible […] All the production was from the imagination right to the computer. (McBride 532)Along with cinematic innovation, pre-release promotions thus rehearse the imaginative pre-eminence of Spielberg’s vision, alongside Jackson and his WETA company’s fantasy credentials, their reputation for meticulous detail, and their innovation in the use of performance capture in live-action features. This rehearsal of professional capital showcases the difference and superiority of The Adventures of Tintin to previous animated adaptations.Case Study 2: Andrew Motion: Silver, Return to Treasure Island (2012)At first glance, literary fiction would seem to be a far-cry from the commercial logics of tentpole cinema. The first work of pure fiction by a former Poet Laureate of Great Britain, updating a children’s classic, Silver: Return to Treasure Island signals itself as an exemplar of quality fiction. Yet the commercial logics of the publishing industry, no less than other media franchises, routinise practices such as author interviews at bookshop visits and festivals, generating paratexts that serve its promotional cycle. Motion’s choice of this classic for adaptation is a step further towards a popular readership than his poetry—or the memoirs, literary criticism, or creative non-fiction (“fabricated” or speculative biographies) (see Mars-Jones)—that constitute his earlier prose output. Treasure Island’s cultural status as boy’s adventure, its exotic setting, its dramatic characters long available in the public domain through earlier screen adaptations, make it a shrewd choice for appropriation in the niche market of literary fiction. Michael Cathcart’s introduction to his ABC Radio National interview with the author hones in on this:Treasure Island is one of those books that you feel as if you’ve read, event if you haven’t. Long John Silver, young Jim Hawkins, Blind Pew, Israel Hands […], these are people who stalk our collective unconscious, and they’re back. (Cathcart)Motion agrees with Cathcart that Treasure Island constitutes literary and common cultural heritage. In both interviews I analyse in the discussion here, Motion states that he “absorbed” the book, “almost by osmosis” as a child, yet returned to it with the mature, critical, evaluative appreciation of the young adult and budding poet (Darragh 27). Stevenson’s original is a “bloody good book”; the implication is that it would not otherwise have met the standards of a literary doyen, possessing a deep knowledge of, and affect for, the canon of English literature. Commercial Logic and Cultural UpdatingSilver is an unauthorised sequel—in Genette’s taxonomy, a “continuation”. However, in promotional interviews on the book and broadcast circuit, Motion claimed a kind of license from the practice of Stevenson, a fellow writer. Stevenson himself notes that a significant portion of the “bar silver” remained on the island, leaving room for a sequel to be generated. In Silver, Jim, the son of Stevenson’s Jim Hawkins, and Natty, daughter of Long John Silver and the “woman of colour”, take off to complete and confront the consequences of their parents’ adventures. In interviews, Motion identifies structural gaps in the precursor text that are discursively positioned to demand completion from, in effect, Stevenson’s literary heir: [Stevenson] was a person who was interested in sequels himself, indeed he wrote a sequel to Kidnapped [which is] proof he was interested in these things. (Cathcart)He does leave lots of doors and windows open at the end of Treasure Island […] perhaps most bewitchingly for me, as the Hispaniola sails away, they leave behind three maroons. So what happened to them? (Darragh)These promotional paratexts drop references to Great Expectations, Heart of Darkness, Lord of the Flies, Wild Sargasso Sea, the plays of Shakespeare and Tom Stoppard, the poetry of Auden and John Clare, and Stevenson’s own “self-conscious” sources: Defoe, Marryat. Discursively, they evidence “double coding” (Hills) as both homage for the canon and the literary “brand” of Stevenson’s popular original, while implicated in the commercial logic of the book industry’s marketing practices.Displays of DistinctionMotion’s interview with Sarah Darragh, for the National Association of Teachers of English, performs the role of man of letters; Motion “professes” and embodies the expertise to speak authoritatively on literature, its criticism, and its teaching. Literature in general, and Silver in particular, he claims, is not “just polemic”, that is “not how it works”, but it does has the ability to recruit readers to moral perspectives, to convey “ new ideas[s] of the self.” Silver’s distinction from Treasure Island lies in its ability to position “deep” readers to develop what is often labelled “theory of mind” (Wolf and Barzillai): “what good literature does, whether you know it or not, is to allow you to be someone else for a bit,” giving us “imaginative projection into another person’s experience” (Darragh 29). A discourse of difference and superiority is also associated with the transformed “brand.” Motion is emphatic that Silver is not a children’s book—“I wouldn’t know how to do that” (Darragh 28)—a “lesser” genre in canonical hierarchies. It is a writerly and morally purposeful fiction, “haunted” by greats of the canon and grounded in expertise in philosophical and literary heritage. In addition, he stresses the embedded seriousness of his reinvention: it is “about how to be a modern person and about greed and imperialism” (Darragh 27), as well as a deliberatively transformed artefact:The road to literary damnation is […] paved with bad sequels and prequels, and the reason that they fail […] is that they take the original on at its own game too precisely […] so I thought, casting my mind around those that work [such as] Tom Stoppard’s play Rosencrantz and Guildenstern are Dead […] or Jean Rhys’ wonderful novel Wide Sargasso Sea which is about the first Mrs Rochester in Jane Eyre […] that if I took a big step away from the original book I would solve this problem of competing with something I was likely to lose in competition with and to create something that was a sort of homage […] towards it, but that stood at a significant distance from it […]. (Cathcart) Motion thus rehearses homage and humility, while implicitly defending the transformative imagination of his “sequel” against the practice of lesser, failed, clonings.Motion’s narrative expansion of Stevenson’s fictional universe is an example of “overwriting continuity” established by his predecessor, and thus allowing him to make “meaningful claims to creative and professional distinction” while demonstrating his own “creative viewpoint” (Hills 320). The novel boldly recapitulates incidental details, settings, and dramatic embedded character-narrations from Treasure Island. Distinctively, though, its opening sequence is a paean to romantic sensibility in the tradition of Wordsworth’s The Prelude (1799–1850).The Branded Reveal of Transformed ContentSilver’s paratexts discursively construct its transformation and, by implication, improvement, from Stevenson’s original. Motion reveals the sequel’s change of zeitgeist, its ideological complexity and proximity to contemporary environmental and postcolonial values. These are represented through the superior perspective of romanticism and the scientific lens on the natural world:Treasure Island is a pre-Enlightenment story, it is pre-French Revolution, it’s the bad old world […] where people have a different ideas of democracy […] Also […] Jim is beginning to be aware of nature in a new way […] [The romantic poet, John Clare] was publishing in the 1820s but a child in the early 1800s, I rather had him in mind for Jim as somebody who was seeing the world in the same sort of way […] paying attention to the little things in nature, and feeling a sort of kinship with the natural world that we of course want to put an environmental spin on these days, but [at] the beginning of the 1800s was a new and important thing, a romantic preoccupation. (Cathcart)Motion’s allusion to Wild Sargasso Sea discursively appropriates Rhys’s feminist and postcolonial reimagination of Rochester’s creole wife, to validate his portrayal of Long John Silver’s wife, the “woman of colour.” As Christian Moraru has shown, this rewriting of race is part of a book industry trend in contemporary American adaptations of nineteenth-century texts. Interviews position readers of Silver to receive the novel in terms of increased moral complexity, sharing its awareness of the evils of slavery and violence silenced in prior adaptations.Two streams of influence [come] out of Treasure Island […] one is Pirates of the Caribbean and all that jolly jape type stuff, pirates who are essentially comic [or pantomime] characters […] And the other stream, which is the other face of Long John Silver in the original is a real menace […] What we are talking about is Somalia. Piracy is essentially a profoundly serious and repellent thing […]. (Cathcart)Motion’s transformation of Treasure Island, thus, improves on Stevenson by taking some of the menace that is “latent in the original”, yet downplayed by the genre reinvented as “jolly jape” or “gorefest.” In contrast, Silver is “a book about serious things” (Cathcart), about “greed and imperialism” and “how to be a modern person,” ideologically reconstructed as “philosophical history” by a consummate man of letters (Darragh).ConclusionWhen iconic literary brands are reimagined across media, genres and modes, creative professionals frequently need to balance various affective and commercial investments in the precursor text or property. Updatings of classic texts require interpretation and the negotiation of subtle changes in values that have occurred since the creation of the “original.” Producers in risk-averse industries such as screen and publishing media practice a certain pragmatism to ensure that fans’ nostalgia for a popular brand is not too violently scandalised, while taking care to reproduce currently popular technologies and generic conventions in the interest of maximising audience. As my analysis shows, promotional circuits associated with “quality” fiction and cinema mirror the commercial logics associated with less valorised genres. Promotional paratexts reveal transformations of content that position audiences to receive them as creative innovations, superior in many senses to their literary precursors due to the distinctive expertise of creative professionals. Paying lip-service the sophisticated reading practices of contemporary fans of both cinema and literary fiction, their discourse shows the conflicting impulses to homage, critique, originality, and recruitment of audiences.ReferencesBalio, Tino. Hollywood in the New Millennium. London: Palgrave Macmillan/British Film Institute, 2013.Bloom, Harold. The Anxiety of Influence: A Theory of Poetry. 2nd ed. Oxford: Oxford UP, 1997.Bourdieu, Pierre. Distinction: A Social Critique of the Judgement of Taste. Trans. Richard Nice. Cambridge, MA: Harvard UP, 1987. Burke, Liam. The Comic Book Film Adaptation: Exploring Modern Hollywood's Leading Genre. Jackson, MS: UP of Mississippi, 2015. Cathcart, Michael (Interviewer). Andrew Motion's Silver: Return to Treasure Island. 2013. Transcript of Radio Interview. Prod. Kate Evans. 26 Jan. 2013. 10 Apr. 2013 ‹http://www.abc.net.au/radionational/booksplus/silver/4293244#transcript›.Darragh, Sarah. "In Conversation with Andrew Motion." NATE Classroom 17 (2012): 27–30.Genette, Gérard. Palimpsests: Literature in the Second Degree. Lincoln, NE: U of Nebraska P, 1997. ———. Paratexts: Thresholds of Interpretation. Cambridge: Cambridge UP, 1997. Gray, Jonathan. Show Sold Separately: Promos, Spoilers, and Other Media Paratexts. New York: New York UP, 2010.Hills, Matt. "Rebranding Dr Who and Reimagining Sherlock: 'Quality' Television as 'Makeover TV Drama'." International Journal of Cultural Studies 18.3 (2015): 317–31.Johnson, Derek. Media Franchising: Creative License and Collaboration in the Culture Industries. Postmillennial Pop. New York: New York UP, 2013.Mars-Jones, Adam. "A Thin Slice of Cake." The Guardian, 16 Feb. 2003. 5 Oct. 2015 ‹http://www.theguardian.com/books/2003/feb/16/andrewmotion.fiction›.McBride, Joseph. Steven Spielberg: A Biography. 3rd ed. London: Faber & Faber, 2012.Mittell, Jason. Complex TV: The Poetics of Contemporary Television Storytelling. New York: New York UP, 2015.Moraru, Christian. Rewriting: Postmodern Narrative and Cultural Critique in the Age of Cloning. Herndon, VA: State U of New York P, 2001. Motion, Andrew. Silver: Return to Treasure Island. London: Jonathan Cape, 2012.Raiders of the Lost Ark. Dir. Steven Spielberg. Paramount/Columbia Pictures, 1981.Wolf, Maryanne, and Mirit Barzillai. "The Importance of Deep Reading." Educational Leadership. March (2009): 32–36.Wordsworth, William. The Prelude, or, Growth of a Poet's Mind: An Autobiographical Poem. London: Edward Moxon, 1850.

Introduction In not dismissing the personal narratives of individuals, Frederic Jameson describes the ‘telling of the individual story and individual experience as ultimately involving the whole laborious process of telling of the collectivity itself’ (cf. Bhabha 292). The construction of a nation involves a process of selection and textual mediation which binds an imagined community to a constructed past. Homi Bhabha refers to the ‘cultural construction of nationness as a form of social and textual affiliation’ (292). He observes how narratives employ a host of complex strategies and cultural identification and discursive address which displace historicism. The focus on temporality, according to Bhabha, then resists the linearity of events and idea that historicism proposes. Personal narratives in this sense, provide a canvas for disjunctive forms of representations to re-represent cultures and nations. It is in this context, this paper considers the role of weblogs in society and seeks to analyse their potential agency to re-cast historicity and to re-negotiate the identity of a nation. Personal commentaries and narratives contained in weblogs firstly jam spaces in the Internet, and secondly, they jam both temporality and the linearity of historicity that is contained in official voices that claim to speak on behalf of the nation. Nations are conceived as ‘imagined’ (Anderson), as a ‘myth’ (Gellner) or ‘invented’ (Hobsbawm & Ranger) rather than real and consequentially require great effort to construct and maintain. As such people and their narratives can be conceived as ‘neither the end nor the beginning of the national narrative’ (Bhabha 297). They represent a binary dialogism between the ethnographic perspective of people’s individual psyche and the ideological forces of the nation. While weblogs are often viewed as having the potential to build social networks and virtual settlements (Nardi et al.; Blanchard), this paper analyses the agency of personal narratives in providing embedded ethnographic perspectives in the electronic terrain and its consequences for the trajectory of history. It seeks to understand how mediated texts in weblogs can be situated in society and how it can be assessed as a media genre through cultural and literary theories. New media spaces have created opportunities and novel ways of recording and archiving narratives of communities, cultures and societies. They represent sites of cultural production where cultural or collective memory can be articulated or re-ignited. The act of remembering can be ritualised and visualised in web spaces. The ability to personalise and publicise on the web presents new avenues for understanding and reviewing history. Undoubtedly, the internet as a repository of information and narratives accommodates a multitude of environments and genres which co-exist on the same platform. This co-presence can in many ways represent the dialectical struggles between competing forces in the offline society. The web spaces present a possibility for both the ephemeral and transient to manifest and equally narratives which can resist the linearity of historicity. This jamming or flooding of electronic spaces with competing narratives makes the electronic terrain a contested space between the authentic and inauthentic as well as the empowered and the marginalised. This incessant plurality on the Internet can reorder both the temporal and spatial dimensions of mediated consciousness hence disrupting the linear historicity of nation-states and modernity. Modernity as a form of cognitive consciousness in society is constructed by carefully selecting the narratives of its birth to celebrate rationality, to resist the primeval tendencies and to renounce any association with its ignominious past or traditions. New media to a degree resists the dominant power structures of mainstream media thus encouraging civic participation and plurality in the new spaces where audiences can appropriate the role of producers; where the pronoun ‘I’ can assume a counter-point to the dominant discourses in society. Invariably, the age of globalization is one characterised by competing mediations which give rise to a postmodern ‘new memory’ (Hoskins) which is diffused yet not entirely free from the processes of state power or the emergence of ‘Holocaust Industry’ (Finklestein). The Internet as a diverse platform for activities ranging from publishing to commerce forms part of the wider contemporary media landscape. Its lack of centrality and sheer expanse makes it a diffused medium catering to a plethora of niche interests and audiences. The personal blogs compete with a multitude of data and information that occur on the Internet and elsewhere in other media. The mass media inevitably has the power to construct national events and to sustain a mediated national memory through its image archives and narratives. Its ability to reach a wider audience and its pervasiveness in narrating the nation stands in contrast to niche and personalised media like blogs with their disparate audiences. Nevertheless, the occurrence of personal narratives in the alternative and niche spaces provides a counter-point to the dominant narratives of the mass media. Its occurrence, presence and sustained counter-commentary create a civilian electronic archive to represent people’s narratives and memory. While its ability to monopolise or dominate national narratives may be limited, its presence and utterance needs to be acknowledged and celebrated. With the proliferation of new media platforms in postmodern societies, the centre-periphery distinctions with regard to information, news and memory construction will become more problematic without completely diminishing the divisions between mass and niche media spaces. The Physical and Virtual as Entwined Just as physical spaces are a place of gathering for those who belong and those who are displaced, the Internet provides a convening space for disembodied presence. This is often viewed as a Manichean dualism between the occurrence of thought and material presence. Equally, this is seen as unleashing a virulent ‘avatarism’ (Donath) which seeks to re-invent this virtual disembodiment by assuming different identities or by embracing a non-identity of anonymity. This cognitive engagement with the virtual sphere and the attendant consequences with regard to identity construction and reinvention have been observed and studied by media theorists. Nevertheless the offline and online are not separate and compartmentalised entities. They are entwined in complex ways (Miller and Slater). Virtual articulations as sites of cultural production reinforce the links between the real society and the virtual world, for the virtual is mediated through the societal norms and values of offline communities. Vygotsky’s (cf. Wertsch, Vygotsky; “Narrative”) concept of ‘mediation’ particularly in the form of language provides a link between the individual and the socio-cultural setting in which an individual is located. Hence the media artefact and the forms of use provide a form of mediation which reinforces the link between the individual and the social context. The performative in the pronoun ‘I’ in a personal narrative can implicate the collective consciousness of a society linking the ‘I’ with an abstract ‘we’ and hence connecting individual narratives to the social frames and groups in society. In applying the Bakhtinian approach of self and authorship, for the ‘perceiver their own time is forever open and unfinished, their own space is always the centre of perception. In contrast the time within which we perceive others is always closed and finished’ (cf. Holquist 29). The cognitive time and space of an individual in a weblog interacts with the virtual spaces imposing a material world time on an illusive and imagined cyberspace. For Bakhtin, existence, like language is a shared event. Invariably, ‘self and authorship’ both conjoin and separate the immediate reality of ‘my own living particularity (a uniqueness that is present itself as only for me ) with the reality of the system that precedes me in existence (that is always-already-there) and which is intertwined with everyone and everything else.’ (Holquist 28). Unequivocally, ‘otherness’ is perceived from the vantage point of the self and in tandem, the utterance of ‘I’ provides the central point needed to calibrate all further time and space discriminations. Hence, ‘I’ is the invisible ground of all further time and space discriminations (Bakhtin). Individual Psyche and Collective Memory Maurice Halbwachs conceived the concept of collective memory in the 1920’s inspired by Durkeim’s notion of a ‘collective consciousness’ realized through the will of a crowd in a gathering. According to Halbwachs, it is the individuals (as group members) who remember with the aid of cultural tools (cf. Wertsch, “Narrative”). Hence the act of remembering is a diffused activity which is realised through the interface between individual agency and the utilization of cultural tools. Central to the notion of collective memory is textual mediation where active agents use symbolic means such as written texts, particularly narratives (Wertsch, “Narrative”). Web spaces with an abundance of individual and communal narratives embody a construct which is incomplete and prone to de-selection and decentring and where the identity of a nation can be re-imagined and re-conceived textually. Employing the recurrent metaphor of the palimpsest (sheets of vellum on which the original writing has been rubbed out and written over) to the narratives of the Internet, these personal narratives or weblogs both challenge and retain the national past hence disrupting the sense of temporality and history. They can be both a symbolic form of resistance and conformity. For the post-structuralists, the palimpsest is representative of an intertextuality between different fields (Cryderman). These contemporaneous narratives on the Internet viewed through the allegory of the palimpsest signify a dialogism between the nationally-endorsed narratives and individual perspectives. In citing Homi Bhaba in the context of the Internet, it is evident that ‘the nation reveals in its ambivalent and vacillating representations, the ethnography of its own historicity and opens up the possibility of other narratives of the people and their difference’ (Bhabha 300) Weblogs as Ethnographic Tools Weblogs have started to a play a bigger role in the breaking and shaping of news since the late 1990s. With millions being published, blogs offer a new way of mediating national and global events with personal narratives which can contradict and or complement news and events as they are told in traditional media spaces. Blogs are often more localized and may be useful in building communities (Herring et al.). The Internet was initially conceived as a borderless entity with fluid boundaries which threaten the physical demarcations of nation-states. Nevertheless, the moulding of the Internet through the context and culture of use has witnessed a rise in the role of nation-states in enacting artificial boundaries on the virtual environment through regulations and social norms which have mediated the patterns of usage and forms of local appropriation of this global platform. The localisation and the personalisation of this electronic terrain represent the embeddedness of the Internet in the offline society and culture. One of the most significant events in the trajectory of this electronic genre was the emergence of the post 9/11 weblogs which re-told the stories of ground-zero from the perspectives of the personal (Krishnamurthy). It showcased how individual narratives mediated global events tempering the landscape of news reporting. Likewise, the warblogs recorded the Iraq war from ethnographic perspectives providing intricate insights and in the process re-mediating the tone and coverage of mainstream media and public opinion. Weblogs or web-based diaries occupy a tenuous space between the private and public. While diaries are kept by individuals to relate private experiences; their sacredness is in many ways characterised by their inaccessibility by others; often representing a solitary space for private ruminations and reflection. A diary loses its aura if its engagement with the self and the tenets of privacy are broken or violated. Weblogs which are written by individuals and made available to a potentially global community celebrate the performative aspect of the ‘self.’ A weblog’s relevance as an e-genre is signified by both its ability to retain its individual voice and its access to a wider community of strangers. Weblogs are intrinsically hybrid formats which fuse private thoughts and commentary on a global plaftform facilitating communion with ‘imagined others’ while anchoring the self at the centre stage of articulation. In applying Bakhtin’s ‘law of placement’ in dialogism, everything is perceived from a unique position in existence, as such the meaning of whatever is observed is shaped by the place from which it is perceived (cf. Holquist 21). In this sense, we regard each other from different centres in cognitive space and thus the personal articulation has significance for the representation of the society and social frames. These spaces of private commemoration in part puncture the temporality of history and indeed the processes of history-making. Invariably, ‘the present of the people’s history then is a practice that destroys the constant principles of the national culture that attempt to hark back to true national past which is often represented in the reified forms of realism and stereotype’ (Bhabha 300). The present is not a static moment, but a mass of different combinations of past and present relations (Holquist 37). This is comparable to the format of a weblog where permalinks to other sites mediate the memory of blogs widening the potential ability to remember beyond the text that falls in the spaces of personal narrative. Conclusion The jamming of web spaces with personal narratives for the consumption of local and global audiences signifies new public spaces of private commentary, public commemoration and global communion. These private spaces then link the national events of the world with personal perceptions, hence incorporating historic time within the spaces of self expression. Here the chronotope of world events becomes embedded in the ‘personal.’ Web diaries written in war zones by citizens of their day-to-day encounters with the aggressor record both time and events from the vantage point of the oppressed; a private narrative which occupies its space in a global stage. Here the private narrative in a public space challenges the temporality of war as well as the linearity of historicity. National cultures, according to Bhabha are ‘signs of control or abandonment and as such counter-narratives continuously evoke and erase its totalising boundaries both actual and conceptual thus disturbing those ideological manoeuvres through which ‘imagined communities’ are given essentialist identities’ (Bhabha 300). Inevitably the emergence of ‘new memory’ (Hoskins) in the postmodern world is a contradictory one which needs to reconcile the durable visual images of our electronically mediated world as well as the competing mediations of diverse niche and personalised media artefacts which negate or recast the hegemony of this visual culture. References Anderson, Benedict. Imagined Communities: Reflections on the Origin and Spread of Nationalism. London: Verso, 1991. Bakhtin, M. Translated by C. Emerson and M. Holquist. In The Dialogic Imagination. Ed. M. Holquist. Austin: University of Texas Press, 1981. Bhabha, H.K. “Dissemination: Time, Narrative and the Margins of Modern Nation.” In Nation and Narration. Ed. H.K. Bhabha. London: Routledge, 1990. 291-322. Blanchard, A. “Blogs as Virtual Communities: Identifying a Sense of Community in the Julie/Julia Project.” In Into the Blogosphere: Rhetoric, Community and Culture. 2004. http://blog.lib.umn.edu/blogsphere>. Cryderman, K. “Ghosts in the Palimpsest of Cultural Memory: An Archeology of Faizal Deen’s Poetic Memoir, Land without Chocolate.” 2000. 9 Sep. 2006. http://social.chass.ncsu.edu/jouvert/v61/cryder.htm>. Donath, J.S. “Identity and Deception in the Virtual Community.” Communities in Cyberspace. Eds. M.A. Smith and P. Kollock. New York: Routledge, 1998. Finklestein, N. The Holocaust Industry: Reflections on the Exploitation of Jewish Suffering. London: Verso, 2000. Halbwachs, Maurice. On Collective Memory. Translation of Les Cadres Sociaux de la Mémoire. Edited, translated and with an introduction by Lewis A. Coser. Chicago: University of Chicago Press, 1992. Herring, S.C., et al. “Conversations in the Blogsphere: An Analysis from ‘Bottom Up.” Proceedings of the Thirty-Eighth Hawaii International Conference on System Sciences. Los Almitos, USA, 2005. 107-118. Hobswawm, E., and T. Ranger. The Invention of Tradition. Cambridge: Cambridge UP, 1983. Gellner, E. Nations and Nationalism. Oxford: Blackwell, 1983. Holquist, M. Dialogism: Bakhtin and His World. London: Routledge, 1990 Hoskins, A. “New Memory: Mediating History.” Historical Journal of Film, Radio and Television 21.4 (2001): 333-346. Krishnamurthy, S. “The Multidimensionality of Blog Conversations: The Virtual Enactment of September 11.” Internet Research 3.0. Maastricht, The Netherlands, 2002. Miller, D., and D. Slater. Internet: An Ethnographic Approach. Oxford: Berg, 2000. Nardi, B.A., D.J. Schiano, M. Gumbrecht, and L. Swartz. “Why We Blog.” Communications of the ACM 47.12 (2004): 41–46. Wertsch, J.V. “Narrative as a Cultural Tool in Collective Memory.” Conference for Sociocultural Research III, 2000. 9 Sep. 2006 http://www.fae.unicamp.br/br2000/trabs/2045.doc>. ———. Vygotsky and the Social Formation of Mind. Cambridge, MA: Harvard UP, 1985. Citation reference for this article MLA Style Ibrahim, Yasmin. "Weblogs as Personal Narratives: Displacing History and Temporality." M/C Journal 9.6 (2006). echo date('d M. Y'); ?> <http://journal.media-culture.org.au/0612/08-ibrahim.php>. APA Style Ibrahim, Y. (Dec. 2006) "Weblogs as Personal Narratives: Displacing History and Temporality," M/C Journal, 9(6). Retrieved echo date('d M. Y'); ?> from <http://journal.media-culture.org.au/0612/08-ibrahim.php>.

Photograph by Gonzalo Echeverria (2010)The Screen would light up. They would feel a thrill of satisfaction. But the colours had faded with age, the picture wobbled on the screen, the women were of another age; they would come out they would be sad. It was not the film they had dreamt of. It was not the total film each of them had inside himself, the perfect film they could have enjoyed forever and ever. The film they would have liked to make. Or, more secretly, no doubt, the film they would have liked to live. (Perec 57) Over the years that I have watched and thought about Jean-Luc Godard’s films I have been struck by the idea of him as an artist who works with the moving image and perhaps just as importantly the idea of cinema as an irresolvable series of problems. Most obviously this ‘problematic condition’ of Godard’s practice is evidenced in the series of crises and renunciations that pepper the historical trace of his work. A trace that is often characterised thus: criticism, the Nouvelle Vague, May 1968, the Dziga Vertov group, the adoption of video, the return to narrative form, etc. etc. Of all these events it is the rejection of both the dominant cinematic narrative form and its attendant models of production that so clearly indicated the depth and intensity of Godard’s doubt in the artistic viability of the institution of cinema. Historically and ideologically congruent with the events of May 1968, this turning away from tradition was foreshadowed by the closing titles of his 1967 opus Week End: fin de cinema (the end of cinema). Godard’s relentless application to the task of engaging a more discursive and politically informed mode of operation had implications not only for the films that were made in the wake of his disavowal of cinema but also for those that preceded it. In writing this paper it was my initial intention to selectively consider the vast oeuvre of the filmmaker as a type of conceptual project that has in some way been defined by the condition of doubt. While to certain degree I have followed this remit, I have found it necessary to focus on a small number of historically correspondent filmic instances to make my point. The sheer size and complexity of Godard’s output would effectively doom any other approach to deal in generalities. To this end I am interested in the ways that these films have embodied doubt as both an aesthetic and philosophical position. There is an enduring sense of contentiousness that surrounds both the work and perceived motives of the filmmaker Jean-Luc Godard that has never come at the cost of discourse. Through a period of activity that now stretches into its sixth decade Godard has shaped an oeuvre that is as stylistically diverse as it is theoretically challenging. This span of practice is noteworthy not only for its sheer length but for its enduring ability to polarise both audiences and critical opinion. Indeed these opposing critical positions are so well inscribed in our historical understanding of Godard’s practice that they function as a type of secondary narrative. It is a narrative that the artist himself has been more than happy to cultivate and at times even engage. One hardly needs to be reminded that Godard came to making films as a critic. He asserted in the pages of his former employer Cahiers du Cinema in 1962 that “As a critic, I thought of myself as a filmmaker. Today I still think of myself as a critic, and in a sense I am, more than ever before. Instead of writing criticism, I make a film, but the critical dimension is subsumed” (59). If Godard did at this point in time believe that the criticality of practice as a filmmaker was “subsumed”, the ensuing years would see a more overt sense of criticality emerge in his work. By 1968 he was to largely reject both traditional cinematic form and production models in a concerted effort to explore the possibilities of a revolutionary cinema. In the same interview the director went on to extol the virtues of the cine-literacy that to a large part defined the loose alignment of Nouvelle Vague directors (Chabrol, Godard, Rohmer, Rivette, Truffaut) referred to as the Cahiers group claiming that “We were the first directors to know that Griffiths exists” (Godard 60). It is a statement that is as persuasive as it is dramatic, foregrounding the hitherto obscured history of cinema while positioning the group firmly within its master narrative. However, given the benefit of hindsight one realises that perhaps the filmmaker’s motives were not as simple as historical posturing. For Godard what is at stake is not just the history of cinema but cinema itself. When he states that “We were thinking cinema and at a certain moment we felt the need to extend that thought” one is struck by how far and for how long he has continued to think about and through cinema. In spite of the hours of strict ideological orthodoxy that accompanied his most politically informed works of the late 1960s and early 1970s or the sustained sense of wilful obtuseness that permeates his most “difficult” work, there is a sense of commitment to extending “that thought” that is without peer. The name “Godard”, in the words of the late critic Serge Daney, “designates an auteur but it is also synonymous with a tenacious passion for that region of the world of images we call the cinema” (Daney 68). It is a passion that is both the crux of his practice as an artist and the source of a restless experimentation and interrogation of the moving image. For Godard the passion of cinema is one that verges on religiosity. This carries with it all the philosophical and spiritual implications that the term implies. Cinema functions here as a system of signs that at once allows us to make sense of and live in the world. But this is a faith for Godard that is nothing if not tested. From the radical formal experimentation of his first feature film À Bout de soufflé (Breathless) onwards Godard has sought to place the idea of cinema in doubt. In this sense doubt becomes a type of critical engine that at once informs the shape of individual works and animates the constantly shifting positions the artist has occupied. Serge Daney's characterisation of the Nouvelle Vague as possessed of a “lucidity tinged with nostalgia” (70) is especially pertinent in understanding the way in which doubt came to animate Godard’s practice across the 1960s and beyond. Daney’s contention that the movement was both essentially nostalgic and saturated with an acute awareness that the past could not be recreated, casts the cinema itself as type of irresolvable proposition. Across the dazzling arc of films (15 features in 8 years) that Godard produced prior to his renunciation of narrative cinematic form in 1967, one can trace an unravelling of faith. During this period we can consider Godard's work and its increasingly complex engagement with the political as being predicated by the condition of doubt. The idea of the cinema as an industrial and social force increasingly permeates this work. For Godard the cinema becomes a site of questioning and ultimately reinvention. In his 1963 short film Le Grand Escroc (The Great Rogue) a character asserts that “cinema is the most beautiful fraud in the world”. Indeed it is this sense of the paradoxical that shadows much of his work. The binary of beauty and fraud, like that of faith and doubt, calls forth a questioning of the cinema that stands to this day. It is of no small consequence that so many of Godard’s 1960s works contain scenes of people watching films within the confines of a movie theatre. For Godard and his Nouvelle Vague peers the sale de cinema was both the hallowed site of cinematic reception and the terrain of the everyday. It is perhaps not surprising then he chooses the movie theatre as a site to play out some of his most profound engagements with the cinema. Considered in relation to each other these scenes of cinematic viewing trace a narrative in which an undeniable affection for the cinema is undercut by both a sense of loss and doubt. Perhaps the most famous of Godard’s ‘viewing’ scenes is from the film Vivre Sa Vie (My Life to Live). Essentially a tale of existential trauma, the film follows the downward spiral of a young woman Nana (played by Anna Karina) into prostitution and then death at the hands of ruthless pimps. Championed (with qualifications) by Susan Sontag as a “perfect film” (207), it garnered just as many detractors, including famously the director Roberto Rosellini, for what was perceived to be its nihilistic content and overly stylised form. Seeking refuge in a cinema after being cast out from her apartment for non payment of rent the increasingly desperate Nana is shown engrossed in the starkly silent images of Carl Dreyer’s 1928 film La Passion de Jeanne d’Arc (The Passion of Joan of Arc). Godard cuts from the action of his film to quote at length from Dreyer’s classic, returning from the mute intensity of Maria Faloconetti’s portrayal of the condemned Joan of Arc to Karina’s enraptured face. As Falconetti’s tears swell and fall so do Karina’s, the emotional rawness of the performance on the screen mirrored and internalised by the doomed character of Nana. Nana’s identification with that of the screen heroine is at once total and immaculate as her own brutal death at the hands of men is foretold. There is an ominous silence to this sequence that serves not only to foreground the sheer visual intensity of what is being shown but also to separate it from the world outside this purely cinematic space. However, if we are to read this scene as a testament to the power of the cinematic we must also admit to the doubt that resides within it. Godard’s act of separation invites us to consider the scene not only as a meditation on the emotional and existential state of the character of Nana but also on the foreshortened possibilities of the cinema itself. As Godard’s shots mirror those of Dreyer we are presented with a consummate portrait of irrevocable loss. This is a complex system of imagery that places Dreyer’s faith against Godard’s doubt without care for the possibility of resolution. Of all Godard’s 1960s films that feature cinema spectatorship the sequence belonging to Masculin Féminin (Masculine Feminine) from 1966 is perhaps the most confounding and certainly the most digressive. A series of events largely driven by a single character’s inability or unwillingness to surrender to the projected image serve to frustrate, fracture and complexify the cinema-viewing experience. It is however, a viewing experience that articulates the depth of Godard’s doubt in the viability of the cinematic form. The sequence, like much of the film itself, centres on the trials of the character Paul played by Jean-Pierre Léaud. Locked in a struggle against the pop-cultural currents of the day and the attendant culture of consumption and appearances, Paul is positioned within the film as a somewhat conflicted and ultimately doomed romantic. His relationship with Madeleine played by real life yé-yé singer Chantal Goya is a source of constant anxiety. The world that he inhabits, however marginally, of nightclubs, pop records and publicity seems philosophically at odds with the classical music and literature that he avidly devours. If the cinema-viewing scene of Vivre Sa Vie is defined by the enraptured intensity of Anna Karina’s gaze, the corresponding scene in Masculin Féminin stands, at least initially, as the very model of distracted spectatorship. As the film in the theatre starts, Paul who has been squeezed out of his seat next to Madeleine by her jealous girlfriend, declares that he needs to go to the toilet. On entering the bathroom he is confronted by the sight of a pair of men locked in a passionate kiss. It is a strange and disarming turn of events that prompts his hastily composed graffiti response: down with the republic of cowards. For theorist Nicole Brenez the appearance of these male lovers “is practically a fantasmatic image evoked by the amorous situation that Paul is experiencing” (Brenez 174). This quasi-spectral appearance of embracing lovers and grafitti writing is echoed in the following sequence where Paul once again leaves the theatre, this time to fervently inform the largely indifferent theatre projectionist about the correct projection ratio of the film being shown. On his graffiti strewn journey back inside Paul encounters an embracing man and woman nestled in an outer corner of the theatre building. Silent and motionless the presence of this intertwined couple is at once unsettling and prescient providing “a background real for what is being projected inside on the screen” (Brenez 174). On returning to the theatre Paul asks Madeleine to fill him in on what he has missed to which she replies, “It is about a man and woman in a foreign city who…”. Shot in Stockholm to appease the Swedish co-producers that stipulated that part of the production be made in Sweden, the film within a film occupies a fine line between restrained formal artfulness and pornographic violence. What could have been a creatively stifling demand on the part of his financial backers was inverted by Godard to become a complex exploration of power relations played out through an unsettling sexual encounter. When questioned on set by a Swedish television reporter what the film was about the filmmaker curtly replied, “The film has a lot to do with sex and the Swedish are known for that” (Masculin Féminin). The film possesses a barely concealed undertow of violence. A drama of resistance and submission is played out within the confines of a starkly decorated apartment. The apartment itself is a zone in which language ceases to operate or at the least is reduced to its barest components. The man’s imploring grunts are met with the woman’s repeated reply of “no”. What seemingly begins as a homage to the contemporaneous work of Swedish director Ingmar Bergman quickly slides into a chronicle of coercion. As the final scene of seduction/debasement is played out on the screen the camera pulls away to reveal the captivated gazes of Madeleine and her friends. It finally rests on Paul who then shuts his eyes, unable to bear what is being shown on the screen. It is a moment of refusal that marks a turning away not only from this projected image but from cinema itself. A point made all the clearer by Paul’s voiceover that accompanies the scene: We went to the movies often. The screen would light up and we would feel a thrill. But Madeleine and I were usually disappointed. The images were dated and jumpy. Marilyn Monroe had aged badly. We felt sad. It wasn't the movie of our dreams. It wasn't that total film we carried inside ourselves. That film we would have liked to make. Or, more secretly, no doubt the film we wanted to live. (Masculin Féminin) There was a dogged relentlessness to Godard’s interrogation of the cinema through the very space of its display. 1963’s Le Mépris (Contempt) swapped the public movie theatre for the private screening room; a theatrette emblazoned with the words Il cinema é un’invenzione senza avvenire. The phrase, presented in a style that recalled Soviet revolutionary graphics, is an Italian translation of Louis Lumiere’s 1895 appraisal of his new creation: “The cinema is an invention without a future.” The words have an almost physical presence in the space providing a fatalistic backdrop to the ensuing scene of conflict and commerce. As an exercise in self reflexivity it at once serves to remind us that even at its inception the cinema was cast in doubt. In Le Mépris the pleasures of spectatorship are played against the commercial demands of the cinema as industry. Following a screening of rushes for a troubled production of Homer’s Odyssey a tempestuous exchange ensues between a hot-headed producer (Jeremy Prokosch played by Jack Palance) and a calmly philosophical director (Fritz Lang as himself). It is a scene that attests to Godard’s view of the cinema as an art form that is creatively compromised by its own modes of production. In a film that plays the disintegration of a relationship against the production of a movie and that features a cast of Germans, Italians and French it is of no small consequence that the movie producer is played by an American. An American who, when faced with a creative impasse, utters the phrase “when I hear the word culture I bring out my checkbook”. It is one of Godard’s most acerbic and doubt filled sequences pitting as he does the implied genius of Lang against the tantrum throwing demands of the rapacious movie producer. We are presented with a model of industrial relations that is both creatively stifling and practically unworkable. Certainly it was no coincidence that Le Mépris had the biggest budget ($1 million) that Godard has ever worked with. In Godard’s 1965 film Une Femme Mariée (A Married Woman), he would once again use the movie theatre as a location. The film, which dealt with the philosophical implications of an adulterous affair, is also notable for its examination of the Holocaust and that defining event’s relationship to personal and collective memory. Biographer Richard Brody has observed that, “Godard introduced the Auschwitz trial into The Married Woman (sic) as a way of inserting his view of another sort of forgetting that he suggested had taken hold of France—the conjoined failures of historical and personal memory that resulted from the world of mass media and the ideology of gratification” (Brody 196-7). Whatever the causes, there is a pervading sense of amnesia that surrounds the Holocaust in the film. In one exchange the character of Charlotte, the married woman in question, momentarily confuses Auschwitz with thalidomide going on to later exclaim that “the past isn’t fun”. But like the barely repressed memories of her past indiscretions, the Holocaust returns at the most unexpected juncture in the film. In what starts out as Godard’s most overt reference to the work of Alfred Hitchcock, Charlotte and her lover secretly meet under the cover of darkness in a movie theatre. Each arriving separately and kitted out in dark sunglasses, there is breezy energy to this clandestine rendezvous highly reminiscent of the work of the great director. It is a stylistic point that is underscored in the film by the inclusion of a full-frame shot of Hitchcock’s portrait in the theatre’s foyer. However, as the lovers embrace the curtain rises on Alain Resnais’s 1955 documentary Nuit et Brouillard (Night and Fog). The screen is filled with images of barbed wire as the voice of narrator Jean Cayrol informs the audience that “even a vacation village with a fair and a steeple can lead very simply to a concentration camp.” It is an incredibly shocking moment, in which the repressed returns to confirm that while memory “isn’t fun”, it is indeed necessary. An uncanny sense of recognition pervades the scene as the two lovers are faced with the horrendous evidence of a past that refuses to stay subsumed. The scene is all the more powerful for the seemingly casual manner it is relayed. There is no suspenseful unveiling or affected gauging of the viewers’ reactions. What is simply is. In this moment of recognition the Hitchcockian mood of the anticipation of an illicit rendezvous is supplanted by a numbness as swift as it is complete. Needless to say the couple make a swift retreat from the now forever compromised space of the theatre. Indeed this scene is one of the most complex and historically layered of any that Godard had produced up to this point in his career. By making overt reference to Hitchcock he intimates that the cinema itself is deeply implicated in this perceived crisis of memory. What begins as a homage to the work of one of the most valorised influences of the Nouvelle Vague ends as a doubt filled meditation on the shortcomings of a system of representation. The question stands: how do we remember through the cinema? In this regard the scene signposts a line of investigation that would become a defining obsession of Godard’s expansive Histoire(s) du cinéma, a project that was to occupy him throughout the 1990s. Across four chapters and four and half hours Histoire(s) du cinéma examines the inextricable relationship between the history of the twentieth century and the cinema. Comprised almost completely of filmic quotations, images and text, the work employs a video-based visual language that unremittingly layers image upon image to dissolve and realign the past. In the words of theorist Junji Hori “Godard's historiography in Histoire(s) du cinéma is based principally on the concept of montage in his idiosyncratic sense of the term” (336). In identifying montage as the key strategy in Histoire(s) du cinéma Hori implicates the cinema itself as central to both Godard’s process of retelling history and remembering it. However, it is a process of remembering that is essentially compromised. Just as the relationship of the cinema to the Holocaust is bought into question in Une Femme Mariée, so too it becomes a central concern of Histoire(s) du cinéma. It is Godard’s assertion “that the cinema failed to honour its ethical commitment to presenting the unthinkable barbarity of the Nazi extermination camps” (Temple 332). This was a failure that for Godard moved beyond the realm of doubt to represent “nothing less than the end of cinema” (Brody 512). In October 1976 the New Yorker magazine published a profile of Jean Luc Godard by Penelope Gilliatt a writer who shared the post of film critic at the magazine with Pauline Kael. The article was based on an interview that took place at Godard’s production studio in Grenoble Switzerland. It was notable for two things: Namely, the most succinct statement that Godard has made regarding the enduring sense of criticality that pervades his work: “A good film is a matter of questions properly put.” (74) And secondly, surely the shortest sentence ever written about the filmmaker: “Doubt stands.” (77)ReferencesÀ Bout de soufflé. Dir. Jean Luc Godard. 1960. DVD. Criterion, 2007. Brenez, Nicole. “The Forms of the Question.” For Ever Godard. Eds. Michael Temple, James S. Williams, and Michael Witt. London: Black Dog, 2004. Brody, Richard. Everything Is Cinema: The Working Life of Jean-Luc Godard. New York: Metropolitan Books / Henry Holt & Co., 2008. Daney, Serge. “The Godard Paradox.” For Ever Godard. Eds. Michael Temple, James S. Williams, and Michael Witt. London: Black Dog, 2004. Gilliat, Penelope. “The Urgent Whisper.” Jean-Luc Godard Interviews. Ed. David Sterritt. Jackson: University Press of Mississippi, 1998. Godard, Jean-Luc. “Jean-Luc Godard: 'From Critic to Film-Maker': Godard in Interview (extracts). ('Entretien', Cahiers du Cinema 138, December 1962).” Cahiers du Cinéma: 1960-1968 New Wave, New Cinema, Reevaluating Hollywood. Ed. Jim Hillier. Cambridge, Mass.: Harvard University Press, 1986. Histoires du Cinema. Dir. and writ. Jean Luc Godard. 1988-98. DVD, Artificial Eye, 2008. Hori, Junji. “Godard’s Two Histiographies.” For Ever Godard. Eds. Michael Temple, James S. Williams, and Michael Witt. London: Black Dog, 2004. Le Grand Escroc. Dir. Jean Luc Godard. Perf. Jean Seberg. Film. Ulysse Productions, 1963. Le Mépris. Dir. Jean Luc Godard. Perf. Jack Palance, Fritz Lang. 1964. DVD. Criterion, 2002. La Passion de Jeanne d’Arc. Dir. Carl Theodor Dreyer. Film. Janus films, 1928. MacCabe, Colin. Godard: A Portrait of the Artist at 70. London: Bloomsbury, 2003. Masculin Féminin. Dir. and writ. Jean Luc Godard. Perf. Jean-Pierre Léaud. 1966. DVD. Criterion, 2005. Nuit et Brouillard. Dir Alain Resnais. Film. Janus Films, 1958. Perec, Georges. Things: A Story of the Sixties. Trans. David Bellos. London: Collins Harvill, 1990. (Originally published 1965.) Sontag, Susan. “Godard’s Vivre Sa Vie.” Against Interpretation and Other Essays. New York: Picador, 2001. Temple, Michael, James S. Williams, and Michael Witt, eds. For Ever Godard. London: Black Dog, 2004. Une Femme Mariée. Dir. and writ. Jean Luc Godard. Perf. Macha Meril. 1964. DVD. Eureka, 2009. Vivre Sa Vie. Dir. and writ. Jean Luc Godard. Perf. Anna Karina. 1962. DVD. Criterion, 2005. Week End, Dir. and writ. Jean Luc Godard. 1967. DVD. Distinction Series, 2005.